Communication Essay: Transmission, Ritual and New Media Analysis

This essay delves into the evolving landscape of communication, particularly focusing on the influence of new media on traditional models. It begins by defining media and communication, highlighting the shift from traditional forms to digital platforms. The essay explores two key communication models: the transmission model, which emphasizes the linear transfer of information, and the ritual model, which prioritizes shared experiences and community. It then examines how new media technologies have reshaped these models, providing users with increased control over information consumption and fostering new forms of participation. The essay further analyzes the impact of digitization on the ritual model, emphasizing the role of online platforms in creating and maintaining communities. The essay concludes by arguing that while traditional models have adapted, they remain relevant in the age of new media, albeit in a modified form. The essay references key thinkers and theories, supporting its arguments with examples from various media forms and practices.

Running head: TRANSMISSION - RITUAL AND NEW MEDIA
Transmission – Ritual and New Media
Name of the University:
Name of the Student;
Author Note:

1Transmission – Ritual and New Media
Media and communication are a very important area of study since the origin of the
concept of Media. Therefore, in the following essay the concept of New Media and its
influences upon the traditional models of communication have been discussed.
Media is, as illustrated in the dictionary is a form of mass communication that
especially involves newspapers, television, radio and other forms of communication. It is
viewed to be making our everyday mundane world more significant. Sociologists have
viewed media as information and perception forming one’s thoughts and experiences and
shaping one’s worldview. Couldry, (2013) have viewed media as a tool that illustrates and
highlights the smallest details of everyday human action and relate with the large society of
which we are a part. The singular form of media is referred to as the medium through which
information and details are exchanged and these medium include radio, newspapers,
television, computers, mobile phones, blogs, books, magazine and the like. Media provides a
link between the public and the society and it includes a ‘convergence of three senses’
(Campbell, Martin & Fabos, 2018). First, it is regarded as the intermediate agency, secondly,
it involves sound processes of technology and thirdly, it has a deep rooted capitalist approach
within this. However, the forms of media have changed over time and a digital revolution has
taken place marking the advancement in the technology (Parikka, 2013). However, since
media is viewed as a form of communication, therefore it has a profound influence on the
communication pattern of the society.
Communication is referred to the interpersonal interaction pattern and association. It
is also viewed as the transmission of information and data through verbal, non-verbal or print
mode (Jensen, 2013). There are two traditional forms or models of communication, the
transmission model and the ritual model. The transmission model of communication refers to
the linear system referring to the intentional mode of sending message. It includes a
communication encounter with the receiver being the target point and does not necessarily

2Transmission – Ritual and New Media
talk about whether or not the receiver has successfully decoded the information. It only
focuses upon the information delivering process (McQuail, 2013). The basic form of example
of this type of communication model is the radio media. The announcer is more focused upon
sharing or announcing or spreading a piece of information or knowledge that is to be decoded
but does not really get to know or bother to know whether or not the listeners on the receiving
end, have successfully decoded the message (McQuail & Sven, 2015). The model emphasizes
upon effectiveness of the information and clarity of the process and considers the hindrances
that may come in the way of delivering the message, and Noise is one of the most important
and troubling barrier in case of this particular model. However, this is especially true again,
for the radio medium, since it is the responsibility of the announcer to reach the message
successfully. In case of the radio medium, the semantic Noise is considered to be the most
impending one. Semantic Noise refers to the noise, created while encoding and transmitting
the information. That is, it refers to then technological hindrances that occur during the
transmitting process (Galleoti, Ghiglino & Squintani, 2013). This has often seen to be
problematic in case of transmitting information to the listeners.
Another form of communication is the ritual model of communication that is
considered to be the most primary and basic form of communication prevalent mostly in the
traditional societies. Another name of the ritual view is Ceremony and the participants in this
model of communication are only participants and are not senders or receivers. In this mode
of communication, the focus is more on the knowledge and information being shared or
delivered and forms of association, participation and having a similar kind of belief system,
are encouraged and practised (Watson & Hill, 2015). A simple example of ritual mode of
communication is, going to the church. People often go to the church and are poured with
knowledge. The participants do not play the role of sender or receiver, they are just
participants in a process of praying, reading, clapping and sharing together. However, this

3Transmission – Ritual and New Media
mode of communication is much quite culturally biased and certain ethnocentric problems
have often been seen in the process. Since everyone does not have the similar belief systems
or notions, it is often seen that certain rituals are misunderstood and later on, have created
hiatus. For example, while coming across newspaper information, orany other form of print
media or visual media, one often is served with certain knowledge or information which was
unnecessary or against his or her belief system. This causes further misunderstandings,
tensions and intolerances among the participants or the readers or the viewers. Moreover,
there are certain non-verbal forms of languages or ritual modes that provide different
meanings and understandings to people belonging from different class, caste, and culture or
language background. This, further, often creates tension and sense of intolerance among the
social setting.
However, the forms of New Media or the concept of New Media has a great influence
on the traditional forms of communication. The growth and advancement of media needs a
greater understanding of the changing communication patterns. The simple models of
communication delivering only the messages have become much complex and put the social
thinkers into grave difficulty to grasp and inflict upon the changing modes of relation
between communication and media and also the growing complexity within them. Thinkers
have often tried to portray the newer communication models. Pierce saw a triangular model
between the sender, creator and the receiver of the information. Many thinkers have put
emphasis especially on the interpreter, who may not always be the receiver, and the focus
upon understanding the semiotics got increased. Semiotics is the study of signs and symbols
and decoding them and understanding their role in the communication process (Danesi,
2018). Understanding of the New Media also includes the study of ‘synchronic with time’
(Anderson, 2011). All these influence the two traditional models that have already
mentioned. The new Media has revolutionised the face of ritual model of communication.

4Transmission – Ritual and New Media
The digitization and advancement of technology are providing the users with choices of
information. Previously, a reader, a viewer or a listener would have come across all the
information and knowledge that is being shared, but now the people can choose which
information to view and which is to avoid. Further, the participation and fellowship of the
mass have got a new platform, which is online. People are connected with each other via
digital platforms and not on the in virtual modes. Twitter and Facebook are the appropriate
examples for that. The transmission model of communication has also got revamped in light
of the New Media. The digitization of information primarily revolves around making sure
that the information projected or announced or shared has successfully reached to the mass,
and to confirm that they have come up with newer ways of sharing information.
Advertisement is one of the prime ways for that (Song & Stolfo, 2014). The sender of the
information now takes up the responsibility to reach the information and help in decoding
them through continuous advertisements and also include various forms of advertisements to
reach the mass.
Therefore, as a concluding point, it can be noted that though, many modern thinkers
and intellectuals are of the opinion that the traditional forms of media have ceased to exist
and that newer forms of communication model have been introduced in light of the New
Media, but if evaluated closely, it can be stated that the traditional forms of media are still
existing but with a new face. They have not got abolished but only got revamped.

5Transmission – Ritual and New Media
References:
Anderson, H. (2011). “Siblings in Cyberspace: Carey’s Ritual Model in the Digital Age.”
Intersect:The Stanford Journal of Science, Technology and Society, 4, 92-100
Campbell, R., Martin C., & Fabos, B. (2018). Media essentials: A brief introduction.
Bedford/ St.Martins.
Danesi, M., 2018. Understanding media semiotics. Bloomsbury Academic.
Galeotti, A., Ghiglino, C., & Squintani, F., 2013. Strategic information transmission
networks. Journal of Economic Theory, 148 (5), 1751-1769
Jensen, K.B. (2013). Introduction: The state of convergence in media and communication
research. In A Handbook of Media and Communication Research, 15-34. Routledge.
McQuail, D. (2013). The Media Audience: A Brief Biography - Stages of Growth or
Paradigm Change?. The communication review, 16 (1-2), 9-20.
McQuail, D., and Sven W. (2015). Communication model for the study of mass
communications. Routledge.
Parikka, J. (2013). What is Media Archaeology? John Wiley & Sons.
Song, Y., Keromytis, A.D. & Stolfo, S. J. (2014). U.S. Patent No. 8,844,033. Washington,
DC: U.S. Patent and Trademark Office.
Watson, J., & Hill, A. (2015). Dictionary of media & communication studies. Bloomsbury
Publishing USA.