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Patterns of information traffic

& Models of communication

-Anushree Palkhiwala
Ashmita Meghrajani
Ruchi Gattani
Patterns Of Information Traffic
The information is distributed from a centre
simultaneously to various receivers, with limited
opportunity for feedback.
This pattern applies to several familiar
communication situations.
Time and place of communication are determined by
the sender or at the centre.

2. Conversation:

If the individual information service consumers produce their
own information, and if control of the means of information
are divided equally between those consumers, the resulting
situation is called conversation.
In this instance, the information flow runs in both directions.
There is an equal exchange of information between the
This is the kind of communication often referred to as one-to-
one communication (or many-to-many communication),
dialog, conversation etc.

3. Consultation:
It refers to a range of different communication
conditions in which an individual looks for
information at a central place.
The time and place of consultation and also the
topic are determined by the receiver not by the
The centre requests and receives information from a
participant. It also refers to the purposes of e-
commerce customers, for purposes of advertising
and targeting.
The accumulation of information at a centre often
takes place without reference to, or knowledge of,
the individual.
The centre has more control than the individual to
determine the content and occurrence of
communication traffic.
Models of Mass Communication
1. Transmission:
In this model, a specific quantity of
information related to the audience is
determined by the sender with no expectation
of reception.
The content of the message to be conveyed is
determined by the sender.
3. Publicity:
In this model, Information is sent by the
sender to the receiver with the sole objective
of selling or advertising their products or

Eg. Maggie advertisement.
3. Ritual/Expressive:
In this model, Information is sent from
the sender to the receiver with the
objective of attention seeking from its
This is specifically for the advertising
certain upcoming events and to attract

4. Reception:
This model is exactly opposite of the transmission
Here, the sender emphasizes mainly on the
reception of the receiver.
The receiver can read between the lines and
decode the message as per what the understand.
It refer to the principle of multiple meaning of a
McQuails theory of mass communication-
google books.