Another communication’ is
(A) receiver-centric
(B) sender-centric
(C) channel-centric
(D) technology-centric
Correct Ans: (A)
Explanation:
The term ‘Another Communication’ challenges the traditional sender-centric model of communication. Instead of prioritizing the sender’s intent or the message itself, this model places the receiver at the center of the communication process. It emphasizes how audiences actively interpret, engage with, and even reshape messages based on their own contexts and experiences.
This idea emerged as media scholars began questioning linear communication models like Shannon and Weaver’s, which mostly focus on the sender, message, and transmission. In contrast, ‘Another Communication’ treats communication as a dynamic, participatory process, where meaning isn’t fixed but negotiated by the receiver.
Moreover, audience reception theories, including Stuart Hall’s encoding/decoding model, support this approach. They argue that receivers decode messages in varied ways—dominant, negotiated, or oppositional—based on their social and cultural positions. This means that meaning does not reside solely in the message; instead, receivers co-create it.
Now, let’s rule out the other options:
- Sender-centric models prioritize message creation, which this model explicitly avoids.
- Channel-centric focuses on the medium of delivery, not interpretation.
- Technology-centric concerns tools and platforms, but ‘Another Communication’ focuses more on human reception.
To sum up, ‘Another Communication’ reflects a shift toward audience empowerment, interactivity, and meaning negotiation. It promotes receiver-centric communication where the audience plays an active and central role in creating meaning, making option (A) absolutely correct.
