Communication is also used by individuals and organisations to create and share meaning.
An organisation for instance cannot exist without the effective use of communication amongst its members and the majority of businesses also depends on effective communication with their clients.
To exemplify with a very relevant and common instance in modern times, a Facebook user will be browsing their newsfeeds, looking for relevant information, whilst also being targeted by various companies through paid advertising.
It is crucial for businesses to target their adverts in their most relevant manner, in order to avoid being perceived as noise and also because they are interfering in the interpretation of other messages.
The two models presented are therefore equally important, yet they are not capable to capture the entire essence of the communication process independently.
This is in part due to the difficulty in capturing both the linear process of communication and all the sub elements of each of those steps.This is defined and detailed in Berlo’s (1960) theory, which puts great emphasis on the interaction between the source and receiver in the presence of a message and facilitated by the chosen channel.However, this fails to depict the two crucial elements which are present in Shannon - Weaver’s model, namely noise and feedback.The communication process is a complex one, which requires an in depth understanding of a number of elements, starting with the background of the interlocutors through to the best channel that targeted individuals respond to.Digital media brings new opportunities and poses new challenges and threats for both individuals and companies communicating with their target audiences.For instance, social media platforms allow a more quick and effective communication, but there are particularities for each of these communication platforms which need to be taken into account, which may pose difficulties for individuals and organisations.Communication is a necessity for any living creature, as verbal or non-verbal communication alerts others around about any needs or issues of a being, allowing them to indicate that they need help or it simply allows beings to socialise amongst them.Apart from individual’s need for communication, the scholarly knowledge also indicates that politicians, organisations and other humans need communication in order to persuade certain targeted groups of individuals to act or think in a certain manner.For businesses it is important to design and deliver a persuasive advertising message in the market which ultimately leads the end receiver to act upon this message and purchase a product or service sold to them.Brands should aim to engage in a two-way meaningful communication process with their targeted audience, in order to become relevant to their potential customer and also to benefit from the feedback of these users.The chart below outlines the interaction between the sender, receiver and message in the instance of one-way and two-way communication, which can aid all individuals and organisations who intend to communicate in choosing the more appropriate of the two.