Gerbner identifies a true information point beyond the normal elements of communication process. What is the point?
(A) Destination
(B) Event
(C) Message
(D) Context

Correct Ans: (B)

Explanation:

George Gerbner, a key figure in communication theory, offered a unique perspective on how communication truly begins. He identified the “event” as the most crucial and original element in the communication process. This viewpoint goes beyond traditional models that start with the sender or source. Instead, Gerbner emphasized that an event must occur first, before any communication can take place about it.

In typical models—such as Shannon and Weaver’s—the process often begins with a sender encoding a message, which then travels through a channel to a receiver. However, Gerbner believed this skipped a vital step. According to him, the real-world event serves as the core of all communication. Without an event to observe, interpret, or report, there would be nothing to communicate.

For instance, in the context of journalism, a reporter doesn’t randomly create messages. Instead, the reporter observes an event, processes it, and then presents it to the audience in a structured form—usually through news stories, reports, or features. Therefore, the event shapes the message, not the other way around.

Moreover, Gerbner’s model emphasizes how different observers may interpret the same event differently. This brings attention to factors like bias, perspective, and context, all of which affect how the event is ultimately communicated to the public.

In summary, Gerbner saw the event as the true anchor of communication. Everything else—message, sender, receiver—comes into play only after the event has occurred.