People who use the theory created equations which used the theory to organize the different types of publics, and the most real effects of communication for each public. Because these math rules were created, it made the theory more understandable and became used in a more common way in learning the theory (academic studies) and in some professional learning. This theory is like the learning of the actions of people buy things (consumer behavior), health communication, how media works (media exposure), and the communication of government related ideas (political communication), which are common in other parts of the learning of communication (communication research). But, this theory has more common key ideas and a more developed system of learning and analysis because of the equations. Because of this, it can become more common (popular) and include other smaller less common theories inside it (subsume).