Media theory archives

The CAST model of digital communication – Part 1: Concept

As I wrote in the previous article, the very simple model of communication is inadequate. It assumes that the conversation partners hear everything clearly and understood each other perfectly. This is far from the truth, as is clear within a social semiotic theory of communication. This article introduces my CAST model of communication, and considers the first aspect of it: Concept.

What is communication?

An important question is, what is communication? It is more complex than we imagine, only happening in response to a prompt and when a recipient's attention is sufficiently engaged to interpret the prompt.

Introducing Modes

Gunther Kress defines a ‘mode’ as 'a socially shaped and culturally given semiotic resource for making meaning'. This article explains what this means.