The Westley and McLean Model of communication identifies _______ role of the receiver. (A) The advocacy (B) The environmental (C) The gatekeeper (D) The behavioural Correct Ans: (D) Explanation: The Westley and McLean Model of communication emphasizes the behavioral role of the receiver. Unlike earlier models, which focused primarily on message transmission, this model recognizes the receiver’s active role in interpreting, responding to, and influencing communication. Furthermore, this model suggests that communication is not just a linear process but a continuous and dynamic interaction. The receiver does not simply absorb information; instead, they process, react, and even modify their behavior based on the message received. Additionally, feedback plays a crucial role in this model. The receiver’s behavioral response influences future communication between the sender and the receiver. This feedback loop ensures that communication remains interactive and adaptive. Moreover, the model accounts for external influences, environmental factors, and prior experiences, which affect how the receiver interprets a message. This makes the model more realistic and applicable in various real-world communication scenarios. In conclusion, the Westley and McLean Model goes beyond passive reception and highlights how the receiver’s behavior shapes communication outcomes. This understanding helps improve communication strategies in media, business, and interpersonal interactions.