The process model of communications is a basic yet fundamental model for communication

studies. Through its simplistic nature we are able to reproduce understandings of the mass media
(Sinclair, 2002) and how messages signalled, delivered, decoded and received to individuals
(Schirato & Yell, 1996). However, this model of communication fails to acknowledge the
complexities of the communication process, leading to flaws in the model. This essay will discuss;
what the transmission model is, to what degree is it effective? Whether or not the model works in
practice and alternative ways the process can function more smoothly according to Schirato and
Yell. This will also be written in reference to the radio and telephone.

The process model of communications was originally designed from various American
theories to improve and explain communication practices within large organisations (Schirato and
Yell,1996), hence is quite capable of explaining mass communication (Thompson, 1997). This theory
was then translated into a form that applied to everyday and media culture. This model took shape in
the form of a sender, a message and a receiver.

Schirato and Yell (Schirato and Yell, 1996), through the works of Gunther Kress (Kress,
1988), explain this model of communication its similarities with postal service. Firstly, something is
composed (written, spoken, signalled) then it is addressed, mailed and delivered (Message sent
through speech, writing or gestures) and then the message is received (read, decoded, accepted).

This linear process is unilateral, in that the meaning resides within the message which is
then passed onto the passive receiver (Sinclair, 2002), leaving no room for interpretation of
meaning. Hence, the emphasis of this model is placed on the sender as it assumes that the audience
has shared values with the sender, who transmits a single meaning in each message. Through this
hypodermic injection of messages, we can see how this relates to the present day radio and mass
communication. Radio stations, through programming, omit their beliefs and opinions to a passive
audience, whom largely cannot interact (unless they call the radio station) with the station. The
meaning is absorbed by audiences, which is then spread amongst society and eventually forms
consensus. However, semiologists, such as Rayner, Wall and Kruger (2001), argue that media texts
(radio) that there are multiple meanings constructed within a text and left to the receiver the

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decrypt what they feel is the correct meaning. To put this back into the context of radio, this is why
radio stations have call in programs where listeners can present their convictions to a topic
determined by the station. Contrast to the transmission model semiotics is very much an interactive
process, where the sender and receiver compromise to find meaning.

Schirato and Yell exclaim that three major points are needed in order to understand/ analyse
messages. There must be a relationship between the communication and culture; meaning is context
specific and cultural literacy (Schirato and Yell, 1996). The relationship between communication and
culture is that what people actually do, is both constrained by, and develops as a response to the
rules and conventions of a culture (Baudrillard, 1983). Basically, this means that people are products
of their culture and are moulded to its beliefs.

Context is important since it determines under what circumstances communication takes

place and negotiates possible meanings. For example, in a telephone conversation, if the receiver is
asked a question as to their preference in a matter, such as a meal; they reply "I don't care." In this
situation it is safe to assume that the person has no real preference in the matter and they are
content with decision of the sender or others around them. In another situation if the sender is
constantly harassing the receiver and they are having a heated conversation and the receiver replies
"I don't care!". Even though the message was exactly the same in both scenarios the meaning can be
completely different. In the latter scenario the message would be a warning of frustration and telling
the sender to back off, whereas in the first the meaning is the total opposite.

Cultural literacy can be defined as both knowledge of meaning systems and an ability to
negotiate those systems within different cultural contexts (Schirato and Yell, 1996). It can be
concluded from the prior statement that meaning systems are something which are acquired and not
hereditary, an Anglo-Saxon born in Australia who moved to China at a very early age may not be
accustomed to Australian meaning systems yet fluent in Chinese meaning systems. In relation to
modern day radio or telephone conversations, how can meaning be interpreted if the receiver can
not understand one another, either through language barriers or different cultural customs? Another
example is in the German tradition if someone tells you, you look terrible today; it is a sign of
affection as they are generally concerned with you and your situation. If the same were said in
Australian society people may possibly become offended and totally interpret the wrong
meaning.The transmission model of communication is deeply flawed in theory as it does not
incorporate the relationship between the communication and culture; meaning is context specific
and cultural literacy into it structure and obviously fails to identify certain aspects of communication
such as misunderstanding.

The transmission model also does not account for the fact that people are different from one

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another in terms of; gender, sexual preference, age, religion, occupation, wealth, political affiliation,
entertainment interests, social values, ethnicity, educational qualifications and cross cultural
experiences (Schirato and Yell, 1996). A difference in any one of these characteristics can lead to
different interpretation of messages, something as simple as the weather forecast on the radio can
lead has various meanings to specific people. For a middle aged, construction worker a forecast for
rain may mean that he does not have to go to work the next day, whereas for a commercial
fisherman this may mean that the next day maybe very profitable to him in terms of business.

In terms of the basic structure of communication the transmission model of communication

is quite effective in showing the communication process in theory. Conversely, this model of
communication is too simplistic to be used in practice, the fact that only one meaning is sent in a
message is somewhat absurd, since it neglects to justify cultural illiteracy, misunderstandings and
mutually exclusive agendas in communication (Schirato and Yell, 1996). In order for effective use of
this model of communication is must be used in conjunction with other models and theories

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