Yasuyuki Yamaoka, The Open University of Japan

Hiroko Oe, Bournemouth University

This paper examines the key elements of communicating with information receivers regarding how they change their behaviour. We share ideas and knowledge from the established model of the 'concentric circle model' and develop practical implications for the research field of science and communication. The 'concentric circle model' has been applied primarily to urban development research and the interdisciplinary discipline of economic geography and civil engineering. However, this fascinating model has never been adapted to the context of the social phenomenon of information transfer. This study aims to propose an analytical model for this purpose to show what methods effectively communicate information far and accurately to the target audience and stimulate them to change their behaviour. We propose our own "throwing reach model". This paper provides a unique discussion agenda for researchers in communication studies and has the potential to enhance the critical debate on the topics of technology, networks and information sharing.