Asked by Andy Blackwell in Uncategorized
What are the advantages of transaction model of communication?
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This model was formed in 1976 by Westley and MacLean. The advantages are that it can account for different modes of communication, i.e, it accounts for both interpersonal and mass media oriented communication. It accounts for feedbacks. It is a predictive, heuristic model of communication and is very descriptive. It isolates the different dimensions of the communication process. This model also accounts for non-binary interactions. This means that it will hold good even for communications involving more than two sources. The only disadvantage is that despite its descriptive nature, this model is two dimensional and can't account for typical communication events that involve a broader context and a wider range of communication messages. However, there are limitations to almost all models of communication and Westley and MacLean have provided a pretty comprehensive model as far as the working of a typical media organization or institute is concerned.
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