Fig. 1.2.

Shannon and Weaver‘s Communication Model

Another transmission model is by Bruce Westley and Malcolm Maclean, Jr.

where they argued that instead of a having a sender merely relaying

messages, you have a communicator who relays his or her account of a

selection of events or views/voices in society. Westley and Maclean, Jr.

also said that communication is ―guided by interests and demands of an

audience that is known only by its selections and responses to what is

offered (McQuail, 2005).‖

Fig. 1.3. Westley and Maclean Model of Communication

A more sophisticated transmission model was provided by George

Gerbner where ―someone perceives an event and reacts in a situation

through some means to make available materials in some form and

context conveying content of some consequence (McQuail, 1985).‖

Relating these transmission models to your own communication

experiences: For example, you are telling a story to a friend; your primary

intention is to successfully get across the story from you to him or her as

accurately and as clearly as possible so that he or she can respond 2