Who says what to who in what Chanel with what effect. Lasswells

Traditions of com theory
Info source voice
Noise source is about ability to receive
Your the receiver

L1 Technical
Translation and computer coding and language.

L2 Semantic
Precision of language
How much of the message can be lost?

L3 effectiveness
Does the message affect behaviour the way we want it to? What can be done if the required effect fails to happen.

Systems theory
Can switch between math, biological etc frames of reference.

BARB Broadastera audience research board.
Who is the audience
Advertising. Who will want to look at it more carefully.


Semiotics
Three basic concepts

Semantics addresses what a sign stands for. Dictionaries are semantic ref books they tell us what a sign means

Syntactics
Relationship amongst signs


Phenomenological Tradition
Direct and real. Coming straight in. Authentic human relationships. Very close relationship.