MDSC01H3 Lecture Notes - Lecture 4: Hypodermic Needle, Cultivation Theory, Ion
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John fiske - communication, meaning, and signs (summary) They assume basically that communication is the transfer of a message from a to b. Consequently, their main concerns are with medium, channel, transmitter, receiver, noise, and feedback, for these are all terms relating to this process of sending a message. We now turn our attention to a radically different approach to the study of communication. Here the emphasis is not so much on communication as a process, but on communication as the generation of meaning. Fiske studies two most influential models of communication: Peirce sees the sign, that to which it refers, and its users as the three points of a triangle. Each is closely related to the other two, and can be understood only in terms of the others. The double-ended arrows emphasize that each term can be understood only in relation to the others.
