📚 Day 06 – Theories of Communication: Introduction, Models & Media Impact
🧠 What Are Theories of Communication?
Communication theories are systematic explanations of how communication works — from the sender to the receiver, through messages, media, and meanings.
They help us decode human interaction, predict outcomes, and understand the role of media in shaping society.
In mass communication, these theories serve as the foundation of content creation, audience engagement, and media analysis. Without them, journalists, PR professionals, and media creators would be flying blind.
🧩 Why Theories Matter in Journalism and Mass Media
• Theories help analyze audience behavior
• They explain why certain messages succeed or fail
• They provide a framework to study media effects
Whether you’re writing a news story, launching a campaign, or broadcasting a message — communication theories guide how, when, and to whom you deliver content.
📚 Major Categories of Communication Theories
🔹 1. Linear Theories
• Communication = One-way process
• Examples: Shannon & Weaver Model, Laswell’s Formula
• Focus on message delivery and noise
🔹 2. Interactive Theories
• Communication = Two-way with feedback
• Example: Schramm’s Model
• Emphasizes understanding and encoding/decoding
🔹 3. Transactional Theories
• Communication = Ongoing, dynamic exchange
• Example: Barnlund’s Transactional Model
• Reflects real-life, simultaneous interactions
🗝️ Key Points to Remember
• ✅ Theories = Tools to understand and interpret how media works
• ✅ Three Main Types: Linear, Interactive, Transactional
• ✅ Used to analyze message flow, audience impact, and media influence
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