The Transmission and Ritual Views of Communication

The transmission view of communication

The transmission view of communication is the commonest in our culture--perhaps in all industrial cultures--and dominates contemporary dictionary entries under the term. It is defined by terms such as "imparting," "sending," "transmitting," or "giving information to others." It is formed from a metaphor of geography or transportation. In the nineteenth century but to a lesser extent today, the movement of goods or people and the movement of information were seen as essentially identical processes and both were described by the common noun "communication." The center of this idea of communication is the transmission of signals or messages over distance for the purpose of control. It is a view of communication that derives from one of the most ancient of human dreams: the desire to increase the speed and effect of messages as they travel in space...

I said this view originated in religion, though the foregoing sentences seem more indebted to politics, economics, and technology. Nonetheless, the roots of the transmission view of communication, in our culture at least, lie in essentially religious attitudes....Communication was viewed as a process and a technology that would sometimes for religious purposes, spread, transmit, and disseminate knowledge, ideas, and information farther and faster with the goal of controlling space and people. (14-17)

The ritual view of communication

A ritual view of communication is directed not toward the extension of messages in space but toward the maintenance of society in time; not the act of imparting information but the representation of shared beliefs.

If the archetypal case of communication under a transmission view is the extension of messages across geography for the purpose of control, the archetypal case under a ritual view is the sacred ceremony that draws persons together in fellowship and commonality.

The indebtedness of the ritual view of communication to religion is apparent in the name chosen to label it. Moreover, it derives from a view of religion that downplays the role of the sermon, the instruction and admonition, in order to highlight the role of the prater, the chant, and the ceremony. It sees the original or highest manifestation of communication not in the transmission of intelligent information but in the construction and maintenance of an ordered, meaningful cultural world that can serve as a control and container for human action.....(18-19)

...If one examines a newspaper under a transmission view of communication, one sees the medium as an instrument for disseminating news and knowledge...in larger and larger packages over greater distances. Questions arise as to the effects of this on audiences: news as enlightening or obscuring reality, as changing or hardening attitudes, as breeding credibility or doubt.

A ritual view of communication will focus on different range of problems in examining a newspaper. It will, for example, view reading a newspaper less as sending or gaining information and more as attending a mass, a situation in which nothing new is learned but in which a particular view of the world is portrayed and confirmed. News reading, and writing, is a ritual act and moreover a dramatic one. What is arrayed before the reader is not pure information but a portrayal of the contending forces in the world. Moreover, as readers make their way through the paper, they engage in a continual shift of roles or of dramatic focus.

...Under a ritual view, then, news is not information but drama. It does not describe the world but portrays an arena of dramatic focus and action; it exists solely in historical time; and it invites our participation on the basis of our assuming, often vicariously, social roles within it. (20-21)