ABSTRACT
In this chapter I intend to take a number of other process models of communication in order to illustrate the range of this approach. The first, Gerbner’s, is like Shannon and Weaver’s in that it claims to be universally applicable: it can explain any example of communication, and in particular draws attention to those key elements that are common to each and every act of communication. We shall then look at some models with more specific and limited claims. Lasswell takes the basic shape of Shannon and Weaver’s model, verbalizes it, and then applies it specifically to the mass media. Newcomb breaks with this approach by giving us a new triangular shape for a model, and by referring it mainly to interpersonal or social communication. Westley and MacLean bring this model back towards the more familiar linear shape when they develop it for application to the mass media. Finally we look at Jakobson’s model, which can be seen as a bridge between the process and semiotic models of communication.
