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the A, B, and X of Newcomb’s model. The next three functions may appear
less familiar.
The phatic function: The phatic function is meant to keep the channels of
communication open. It generally maintains the line of communication and
confirms that a communication is really taking place.
The meta-lingual function: The meta-lingual function is that of identifying
the code that is being used. All messages have to have an explicit or implicit
meta-lingual function.
The final function: The final function is the poetic. This is the relationship of
the code to itself. In aesthetic communication this is really central.
Examples are to be found in the symbols that the political parties adopt
at the time of elections. The symbol and the logo tells us about the man who
stands, with the logo pinned on his chest, his personal standing in the society
(emotive function), the values and the political programme of the party sup-
porting him (connative function), refer to the existing man and the programme
(referential function), and finally the phatic function helps to bring the man
and the party closer to his audience, maintain and strengthen the fellow feeling
that exists among the members of that community of voters.

Riley and Riley Model (1959)

The model illustrates the constant two-way communication between the
primary groups in the social systems comprising the mass society.

Primary Primary
Group Group
Primary C R Primary
Group Group
Larger Social Larger Social
Structure Structure
Overall Social System
Figure 5.20
Riley and Riley Model (1959)
Source: Mass Communication, Riley and Riley, 1959.

David Berlo’s Model (1960)
In the last 25 years a number of models of communication have been
developed by communicologists, each one expanding the earlier presen-
tation, David Berlo’s model is one among them, which has been profusely
quoted and frequently mentioned in discussions. In his book, The Process of
Communication written in 1960, he presented his model, which had a close

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