ABSTRACT
This chapter is about the flow of communication from a media source to its audience. It addresses the multiplicity of processes and influences that play a part in shaping the message which is finally received. Numerous aspects come into play regarding each stage of the communication process from the initial processing and framing of information to be sent out, the channel along which it is transmitted and its eventual reception and decoding. In a number of cases the message sent out may alter significantly to the one which is received. The reasons for this, such as the differing perspectives between sender and receiver, will be examined later on in detail.
