Communication is the process of sharing information i.e in the form of a message referred to as the coder such as speaking which is recieved and interpreted via decoder through a medium which is used to convey the message.

The Communication Process:
Wilbur Schramm developed a model that described and stressed the dominance of the media. The SMCR (Source-Message-Channel-Receiver) model describes the exchange of information between these four components.

*[Source: is the originator of the communication.
Message: is the content of the communication, and the information that is to be exchanged.
-Encoder: translates the message into a form that can be communicated (usually when message is not directly interpretable by human senses)
Channel: transmission system used to convey the message from one place to another.
-Decoder: reverses the encoding process.
Receiver: the destination of the communication.
-Feedback: mechanism between the source and the receiver, regulates the flow of communication.]

There are many modes of communication; the basic categories include five different types of communication. Some forms of communication fall under more then one category or even blur the distinctions between these categories. Mediated communications are becoming more prevalent in their technological advancement and have caused a grey area to emerge.

*[-Interpersonal: includes the exchange of information between two or more people, also knows as point to point communication.
Mediated Interpersonal communication - is the exchange of information between 2 or more people, with the use of technology. For example, using MSN messenger, to chat with friends.

-Intrapersonal: is an exchange of information that we have with ourselves.
Mediated Intrapersonal communication- is the exchange of information that we have with ourselves with the use of technology. For example, An electronic organizer

-Small Group: usually consists of a group of less then a dozen people interacting with one another in different forms to benefit the group.

-Large Group: consists of anywhere form a dozen to several hundred participants. Usually the communication situation restricts active involvement to only a few parties. Still involves immediate feedback unlike mass communication.

-Mass Media: Involves large professional organizations with hundreds of thousands of participants and no immediate feedback.]

Interactive Communication:

Interactive communication occurs when feedback is used to alter or adjust a message as it is presented or delivered to the receiver. The progressive change in communication technologies has resulted in an alteration in the way communication is used and perceived. Asynchronous and synchronous communications are used in e-mails, chat rooms, interactive video conferencing, virtual learning spaces, and voice chat.

Time-shifting and place-shifting have changed the way communication was broadcast to the mass media. No longer are missed programs or access to certain mediated technologies an issue. Technologies such as Tivo and the newly introduced Slingbox have provided consumers with the convenience of scheduling their interactions with the media according to their routine.

A form of interactive narrowcasting has also surfaced onto the consumer market. It makes it possible for shoppers to influence what brands and what contents they want displayed via narrowcasting. This is made possible by the use of a touch screen that is available to the consumers, and is usually placed near or in between the products. ASIST interactive narrowcasting is one of many available systems that enable brands to communicate with their consumers through the use of an interactive computer. It also provides information about the products which leaves consumers pleased.

- STRAUBHAAR, Joseph and LaROSE , Robert (2001). Media Now. Communications Media in the Information Age. 3rd Edition. Belmont: Wadsworth/Thompson Learning.
-Narrowcasting. (2006).Wikipedia. Online at: <>