The Widespread Embrace Of Social Media: Revisiting Communication Models

The pervasive influence of social media has reignited interest in communication models among media scholars. This paper revisits foundational theories, integrating personality and socio-cultural variables into the Westley-MacLean model to better understand media effects in the digital age. By blending historical perspectives with contemporary insights, the paper proposes a comprehensive systems model that emphasizes the dynamic and interactive nature of modern communication. This enhanced model highlights the importance of the encoder and decoder's social and psychological predispositions, aiming to improve message delivery and communication strategies. Future research should explore the model's applications in various contexts, such as political communication, marketing, and public health, and investigate the role of emerging technologies in refining these strategies.