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Communication theorist Robert Craig sees the difference in the fact that models primarily represent communication while theories additionally explain it. [12] According to Frank Dance, there is no one fully comprehensive model of communication since each one highlights only certain aspects and distorts others.
[2] [5] [20] Communication is an endless process in the sense that people constantly decode and interpret their environment to assign meaning to it and encode possible responses to it. [5] [20] Models without a feedback loop, like the Shannon–Weaver model and Lasswell's model, are called linear transmission models. They contrast with ...
[20] The SMCR model is usually described as a linear transmission model of communication. [4] [17] Its main focus is to identify the basic parts of communication and to show how their characteristics shape the communicative process. In this regard, Berlo understands his model as "a model of the ingredients of communication". [24]
[12] [10] Shannon and Weaver hold that models of communication should provide good responses to all three problems, ideally by showing how to make communication more accurate and efficient. [10] The prime focus of their model is the technical level, which concerns the issue of how to accurately reproduce a message from one location to another ...
Underlying this is the viewers' awareness of the 'constructedness' of the text, which is a different dimension from meaning making in the decoding process. [12] [13] The third problem addresses the positions of encoding. Hall's model does not differentiate the various positions media producers may take in relation to the dominant ideology.
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[2] [10] [12] For example, Greenberg and Salwen state: "Although Lasswell's model draws attention to several key elements in the mass communication process, it does no more than describe general areas of study. It does not link elements together with any specificity, and there is no notion of an active process."
The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld et al. in 1944 [4] and elaborated by Elihu Katz and Lazarsfeld in 1955 [5] and subsequent publications. [6]