11 October 2013
Transmission and the cultural model
Both the models should be seen as mutually compatible with one another as one picks up
on the other ones’ shortcomings. They are based on the process, structure and practices of
communication. Transmission model became the dominant model it works with a
source, a message and a receiver. The primary issue with this model is having the same
information that is sent from the source, received in the same form by the receiver. The
cultural model is less popular amongst experts. It’s based on the idea of a production of a
common culture. It is tied to culture and society.
These aspects are fundamentally important in terms of the cultural model. Individuals
strive to give meaning to their experiences. Striking the balance between individual and
society and recognizing their interaction is the key within the cultural model. It is based
primarily within the shared system of meaning and that varies from group to group and
culture to culture.
When trying to compare the two models, it is preferable to argue for both the models.
Transmission model is more concerned with informative media i.e. news etc. whereas the
cultural model is more concerned with the power of language. Ideas around economic,
political trends, audience identity is not important in the transmission model. What is
important is factual information and just transmit the message. Whereas the other model
is fundamentally concerned with c