MODELS

OF
COMMUNICATION VASUDEV
 INTRODUCTION
• COMMUNICATION IS THE EXCHANGE OF INFORMATION AND THE EXPRESSION OF FEELING THAT
CAN RESULT IN UNDERSTANDING .
• MASS COMMUNICATION AS A PROCESS IS DEPENDED ON OBJECTIVE FEATURES OF MASS
PRODUCTION, REPRODUCTION AND DISTRIBUTION ,SHARED BY SEVERAL MEDIA.
• BUT A RESULT OF CONFLICTING VIEWS AND MORE RECENTLY THE ORIGINAL MASS PRODUCTION
TECHNOLOGY AND FACTORY-LIKE FORMS OF ORGANIZATION HAVE BEEN DECLINING BY SOCIAL
AND TECHNOLOGICAL CHANGE .
• AN ALTERNATIVE MODEL OF THE PROCESS OF PUBLIC COMMUNICATION CAN BE
DISTINGUISHED:-
 RITUAL MODEL
 TRANSMISSION MODEL
 RECEPTION MODEL
 PUBLICITY MODEL
 RITUAL MODEL
• A RITUAL MODEL IS ALSO CALLED EXPRESSIVE AS IT EMPHASIS ON INTRINSIC
SATISFACTION OF SENDER OR RECEIVER RATHER THAN ON INSTRUMENTAL PURPOSE.
• IT ALSO DEPENDS ON SHARED UNDERSTANDING, EMOTIONS AND OFTEN REQUIRES SOME
ELEMENT OF PERFORMANCE FOR COMMUNICATION TO BE REALIZED.
• IT IS DECORATIVE RATHER THAN UTILITARIAN IN AIM. -MESSAGE OF THE RITUAL IS
USUALLY LATENT AND AMBIGUOUS.
• FOR EX- NEWSPAPER READING ,WRITING ETC.
• LIMITATION :IT IS INCOMPLETE AND MISLEADING AS A REPRESENTATION OF MANY OTHER
MEDIA ACTIVITIES AND DIVERSITY OF COMMUNICATION PROCESS THAT ARE AT WORK .
 TRANSMISSION MODEL
• MASS COMMUNICATION IS A SELF REGULATING PROCESS WHICH IS GUIDED
BY INTERESTS AND DEMANDS OF AN AUDIENCE ,KNOWN ONLY BY ITS
SELECTIONS AND RESPONSES TO WHAT IS OFFERED.
• THIS VIEW OF MASS MEDIA SEES THEM AS A RELATIVE OPEN AND NEUTRAL
SERVICE ORGANIZATIONS IN A SECULAR SOCIETY WHICH CONTRIBUTES TO
THE WORK OF OTHER SOCIAL INSTITUTIONS.
• IT ALSO SUBSTITUTES THE SATISFACTION OF AUDIENCE AS A MEASURE OF
EFFICIENT PERFORMANCE FOR THAT OF INFORMATION TRANSFER.
• A PARTICULAR VIEW OF COMMUNICATION CAN BE FOUND AS A PROCESS OF
TRANSMISSION OF A FIXED QUANTITY OF INFORMATION I.E. MESSAGE CAN
BE DETERMINED BY THE SENDER OR THE SOURCE
•
Also a particular view of communication can be found as a process of transmission of a fixed quantity of information
i.e. message can be determined by the sender or the source.

• LIMITATION :THIS MODEL IS LIMITED BECAUSE IT PRIVILEGES HOW THE SENDER

COMMUNICATES, WITH LITTLE ATTENTION PAID TO HOW THE MESSAGE IS
RECEIVED AND TERMS OF THE MESSAGE, BECAUSE IT SIMPLY EVALUATES
WHETHER OR NOT THE MESSAGE WAS DELIVERED.
 RECEPTION MODEL
• THIS MODEL , CONCEPTUALIZATION OF THE PROCESS OF COMMUNICATION
WHICH EMPHASIZES THE ACTIVE ROLE OF AUDIENCES
• THIS MASS COMMUNICATION FROM THE POSITION OF MANY DIFFERENT
RECEIVERS WHO DO NOT PERCEIVE OR UNDERSTAND THE MESSAGE AS
EXPRESSED.
• ITS AIM IS TO LOCATE THE ATTRIBUTION AND CONSTRUCTION OF MEANING
WITH THE RECEIVER .
• MEDIA MESSAGES ARE ALWAYS OPEN AND HAVE MULTIPLE
MEANINGS ,INTERPRETED ACCORDING TO THE CONTEXT AND THE CULTURE
OF SOCIETY.
• MEDIA TEXTS CONTAIN A VARIETY OF MESSAGES THAT ARE ENCODED
(MADE/INSERTED) BY PRODUCERS AND THEN DECODED (UNDERSTOOD) BY
AUDIENCES.
• LIMITATION: TEXTS HAVE NO MEANINGS.
• THE MEANING IS PRODUCED BY THE READER THROUGH THE
INTERACTION OF HIM OR HERSELF AND THE TEXT.
 PUBLICITY MODEL
• IN THIS MODEL, ITS WAY OF COMMUNICATION AS DISPLAY AND ATTENTION BY WHICH IT GAINS AUDIENCE REVENUE .
• THE FACT OF ATTENTION OFTEN MATTERS MORE THAN THE QUALITY OF ATTENTION.
• THE PUBLICITY ARE TYPICALLY DIRECTED AT GETTING MAXIMUM ATTENTION FOR THEIR CURRENT PRODUCTION AS
MANY MEDIA AND IN MULTIPLE FORMS
• FOR EX-INTERVIEWS, NEWS EVENT, GUEST APPEARANCE ETC.
• THE AUDIENCES, AS SPECTATORS RATHER THAN PARTICIPANTS OR INFORMATION RECEIVERS .
• IT ALSO CORRESPONDS WITH PERCEPTION OF THE MEDIA BY THEIR AUDIENCES WHO USES THE MEDIA FOR DIVERSION
AND PASSING TIME.
• LIMITATION: THE BIGGEST POTENTIAL DRAWBACK WITH PUBLICITY IS THAT WE DON'T CONTROL THE MESSAGE.
• PUBLICITY CAN BE VERY HARMFUL (PARTICULARLY WHEN IT IS INACCURATE), BECAUSE PEOPLE TEND TO TRUST
THE SOURCE AND WHAT IS BEING SAID.

Transmission Model
It is largely taken from
older institutional contexts- elements which have to do
education, religion etc.
It is appropriately only to
media activities which are
instructional, informational
in purpose .
COMPARISON
Ritual Model Publicity Model
It is able to capture It covers the large sector of
media activity that is
with art, drama etc. engaged in public relations
or advertising .
It also applies to many new It reflects the central media
audience participant and goals of attracting audience
reality television formats. for purpose of prestige or
income. It covers large
sector
Reception Model
It applies to activities of
news management carried
out by government.
It reminds us the seeming
power of the media to
mould ,express or capture
is partly illusory since the
audience in the end dispose
.
 CONCLUSION

• THE MEDIA HAVE EXTENDED THEIR SCALE ON GLOBALISATION.

• THE DOMINANT PARADIGM THAT EMERGED IN EARLY COMMUNICATION
RESEARCH IS STILL WITH US AS IT FITS MANY OF THE CONDITIONS OF
CONTEMPORARY MEDIA OPERATIONS AND IT MEETS THE NEEDS OF MEDIA
INDUSTRIES ,ADVERTISERS AND PUBLICISTS.
• EACH MODEL POSITS A DISTINCTIVE TYPE OF RELATIONSHIP BETWEEN
SENDER AND RECEIVER THAT INVOLVES A MUTUALLY AGREED PERCEPTION
OF ITS CENTRAL CHARACTER AND PURPOSE.