Using Communication Theory by Sven Windahl & Benno H. Signitzer & Jean T. Olsen

Author:Sven Windahl & Benno H. Signitzer & Jean T. Olsen
Language: eng
Format: epub
ISBN: 9781446205129
Publisher: Sage Publisher
Published: 2009-01-06T05:00:00+00:00

In mass communication models, the message typically occupies the central position between sender and receiver. The message is what the communicator and the audience have in common, what they share. In some models, the message is depicted as having an existence of its own, isolated from sender and receiver. This is somewhat misleading because the message is part of the sender, who produces it, as well as of the receiver, who, by receiving the message, internalizes and recontructs it to a greater or lesser degree. The message, thus, while existing on its own, may be the property of both sender and receiver more or less simultaneously.

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