Anxiety/uncertainty Management

Theory of effective communication
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Anxiety/Uncertainty Management (AUM) theory was introduced by William B. Gudykunst to define how humans effectively communicate based on their anxiety and uncertainty in social situations.[page needed] Gudykunst believed that in order for successful intercultural communication a reduction in anxiety/uncertainty must occur. This is assuming that the individuals within the intercultural encounter are stranger. AUM is a theory based on the Uncertainty Reduction Theory (URT) which was introduced by Berger and Calabrese in 1974. URT provides much of the initial framework for AUM, and much like other theories in the communication field AUM is a constantly developing theory, based on the observations of human behaviour in social situations.[page needed]
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Anxiety/Uncertainty Management
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