SOURCE--->MESSAGE--->RECIEVER
The transmission model of communication is the most common form of communication. This particular model centers around the theme of transportation, where an idea or message is transported from one place/person to another (moving a message from a source through a sender to a receiver).
The transmission model is based on interpersonal context, with the only major flaw existing within the accuracy of the message being transported from one person to the other following a linear trajectory.
Lastly, the transmission model is based off of Harold Lasswell's famous description of mass communication:
Who/ says what/ to whom/ through what channel/ and with what effect?
The Cultural Model:
The cultural model "draws a very close connection between the processes of social communication and the production of common culture."
Raymond Williams presented 2 different senses of "culture"
1. Culture involves notions of honor and worship
2. Culture described the agricultural process of cultivation, "the tending of natural growth."
Culture extended to human development in the 19th century. "The notion of culture was used to describe a particular set of highly valued activities and 'creative practices' that produce them- culture as the set of artistic and intellectual activities and products."
More recently, culture is being seen as the "whole way of life" of a society or group of people.
Lastly, "the theory of culture is based on the attempt to describe the pervasive changes captured in notions of modernization and, at the same time, to identify some criterion against which these changes could be measured."
