ALTERNATIVE OR CONTEMPORARY MODELS OF COMMUNICATION

Rather than names here it is the manner in which the Media functions/operates that each model has derived its name. Very simply stated this is how it is,

1)TRANSMISSION MODEL- recognises the role of a professional journalist in a Media Organisation. So from the conventional SENDER-MESSAGE-CHANNEL_RECEIVER model Communication is seen as-
i) events and voices in society
ii) channel communicator role
iii)messages
iv) receiver

According to this scheme, the communicators are not the originators of the message. They are only putting together/assembling what falls in (i).

2)RITUAL or EXPRESSIVE MODEL-goes beyond the earlier one. Here it is sharing , celebratory and decorative. Therefore art, religious and public ceremonies or festivals become the events that find air time.

3)PUBLICITY MODEL-Communication as display and attention drawing exercise.Often the role of the media is neither to transmit particular information but merely to hold aural attention. The goals are

i)gain audience
ii)gain revenue
iii) sell probability of audience attention through mega events like -Musical nites, live telecast of games, spectator sports etc.

Here it is the fact of being known that is more important than giving stress on content!

4) RECEPTION MODEL-Encoding and Decoding of Media discourse. The meaning of what comes through in a programme depends on the perception of the receiver-interpreted according to the culture and context of the receiver. This is where the manipulative use of language becomes the 'playing ground' of the media and the NEWSMAKERS.

(Take the ever so many accusations and counter accusations made by the Politicians).
Or a simple statement like "WE meet in my office this weekend " by a Professor to the student or by a Boss to his departmental chiefs or said by the US Pres Clinton to Monica-each one has a different implication.

That is why it is said now, that the meaning is not in the sentence, but at the end of it. Thus it means, the person saying it, where it is said, on which channel and which event,and who is the audience can alter the meaning of the sentence.