In the previous article, I began to introduce my CAST model of communication, and explained the first aspect of it: Concept. In this article, I introduce the other three aspects of the model: Audience, Shaping, and Transmission.
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
Gunther Kress's social semiotic theory of communication emphasises the roles of the initiator (providing prompts for a recipient) and recipient of communication (interpreting the prompt), and of the use of multiple modes.
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.
Gunther Kress defines a ‘mode’ as 'a socially shaped and culturally given semiotic resource for making meaning'. This article explains what this means.