The whole societal forces have seen a shift as a result of development in the area of communications. Different theories have also been put forward with respect to communications and as the time passed by theories evolved to cover new aspects and in recent times they now expand to media and its role in the whole process of communication.
Different theoretical models were put forward and the earliest model was a simple sender-channel-message-receiver model also known as transmission model. Most communication textbooks, including public speaking, begin with the transmission model of communication. Even today, it remains a valuable introductory model. This particular model was a straight chain and was not in the form of loop. So later, modifications added the concept of feedback, leading to a loop. Further developments in the theoretical models added dimensions to the role of receivers adding that receivers normally selectively perceive, interpret and retain messages.
Shannon and Weaver put forward their theories in 1949 and their model was considered very important in further developments. Again in their model communication was considered as a linear, one-way process but they also made a difference between source and transmitter, and receiver and destination. ...Show more