Types of Communication

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Using examples of organisational communication, discuss what the four main approaches to media research explained by McQuail (2005, ch 3) offer to an understanding of company media communication. Communication is the exchange or transfer of information. It covers just about any interaction between people. It is described by McQuail as, “a process of increased commonality or sharing between participants, on the basis of sending and receiving ‘messages’.” As communication is the sending and receiving of ‘messages’ there is a question as to whether a message sent that does not obtain any feedback can be counted as a form of communication. The two basic forms of communication are vocal and non-vocal. We communicate in numerous different…show more content…
At the centre of the dominant paradigm lies the ‘Transmission Model’, “…communication as a process of transmission of a fixed quantity of information- the message as determined by the sender or source.” (McQuail, 2005) This mechanistic approach to communications research is possibly the least easily identifiable in contemporary day media communications, due to the development of new technologies, for example the Internet which do not adhere to the idea of communication as being a one-directional flow of information. As previously stated, communication essentially requires response and interaction. The Transmission model sees communication as a process of transmitting information and works around the concept of channels of communication. Westley and MacLean (1957) produced the earliest most complete model of mass communication, one that is in line with the dominant paradigm, “Their achievement was to recognize that mass communication involves the interpolation of a new communicator role between society and audience. The sequence is thus not simply 1) Sender, 2) Message, 3) Channel, 4) Many potential receivers, but rather 1) Events and ‘voices’ in society, 2) Channel/Communicator role, 3) messages, 4) Receiver.” (McQuail, 2005) The ‘sender’ referred to in the early version of mass communication is humanised to become the person sending the message, and similarly the

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