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also contend that unintentional acts are objects Xs, whereas intentional acts
are As, or specific senders. The model represents communication occurring
without the presence of a sender transmitting intentional messages to specific
receivers. The gatekeeper transmits X to Bs in the absence of As. The gate-
keeper is a conduit for messages rather than the source of messages per se.
At the same time—their model departed from previous popular
approaches by suggesting, ‘that communication did not begin with a source
but rather with a series of signals or potential messages’. The Westley and
MacLean model was considerably more complicated than previous models
and the additional components, lines, arrows, etc. led to a view of communi-
cation that was expanded in several significant ways. The model accounted for
both mass-communication and interpersonal communication as well as the
relationship between the two. Additionally it broadened and elaborated the
feedback concept. Under the Westley and MacLean model not all messages
were intentionally sent or necessarily the result of human activity. Finally the
model suggested that messages are transformed as they are transmitted from
individual to individual.

Hypo Model (1958)
As in the case of the early days of other fields the infant communication field
in search of academic legitimacy and distinct identity gave precedence to affir-
mative studies of the process of communication as an independent variable
leading to behaviour change. Thus, in the optimistic 1960s promises made on
behalf of communication technology were to be qualified by considerations
of their interactions with different international, national, and sub-national
contexts. The popular retrospective myth called the magic bullet theory
or hypodermic needle model was presented as if media messages were all
powerful. Thus, the specific time and country context of the source of this
model (the US as a site for early mass communication research in the 1940s)
was not expected to make a difference in spite of Lazarfeld and Merton’s
warning that the social effects of the media would vary with the nature of
media ownership and control system prevailing in each society.

Jakobson’s Model (1958)

Jakobson’s model has similarities with both the linear and the triangular
models. But he is a linguist, and as such is interested in matters like meaning
and the internal structure of the message. He, thus, bridges the gap between
the ‘process’ and ‘semiotic’ schools. His model is a double one. He starts by
modeling the constitutive factors in an act of communication. These are the
six factors that make any communication possible. He then models the func-
tions that this act of communication performs for each factor. He starts on a
familiar linear base where an addresser sends a message to an addressee. He

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