Media Convergence Definition, Example Types & Elements

Media Convergence Example- Example of Media Convergence. Media Convergence in Journalism. Who and when established the Media convergence theory? Also, Examples and Elements of Media Convergence. Characteristics of New Media Audiences.

Convergence

Convergence means converging multiple items to unite things to get benefits. It is the process of forming a unique thing by utilizing two or more things. The convergence has been happening in all sectors to meet people’s demands. This world is very famous in the medical discipline. As per the technological revolution, technological and media convergence has been impossible to reverse trends.

Types of Convergence

According to Henry Jenkins, the six types of convergence are technological, media, global, economic, cultural, and organic.

Media Convergence

Media convergence refers to merging diverse media outlets, including traditional and new media, to promote the program and media content. The traditional and new media have been merged to adjust to new technology. There are many types of convergence, such as technological convergence and cultural convergence. The new technology and culture have changed human lifestyles. The revolution of technology stimulates media convergence. Technology adoption theories and models explain why and how people accept new technology excessively. Additionally, technological and cultural convergence forces the mass media to converge with other mainstream and new media.

Example of Media Convergence

For example, the most popular Indian reality TV show name is “Indian Idol.” It is a singing competition Television series. Sony Entertainment Television telecasts the full episodes. Firstly, the candidates need to download the Sony liv app for registration. Sony Television has social media pages to promote the programs. The TV authority uses social media platforms to promote upcoming episodes as most people access new media sites more than traditional media. They also request their audiences to vote for their favorite contestants via smartphones. The active and passive audiences can provide their opinions via social media platforms like Facebook and Instagram. Sometimes, they use FM and traditional radio to advertise the program. In sum, the program authority merges Sony Television, smartphones, radio, Facebook, and YouTube channel to promote the program successfully. It is an example of media convergence in the digital era.

Media Convergence in Journalism

Media convergence in journalism means mutually utilizing print, broadcast, and online media to promote the news. Journalists use many media to spread the news among the maximum number of people locally and internationally. Media convergence in journalism appears as a significant step toward survival in the new media age.

There are two types of media convergence in journalism: (1) media convergence in collecting news and media convergence in reporting the news. Firstly, journalists collect information from other media and cite the source name when publishing information. It enhances the news value in print journalism. Television channels disseminate news from other channels such as radio, TV, newspapers, and social media.

Secondly, media authority uses multiple media to publish the news. People prefer to read online newspapers from social media sites rather than printed papers. Therefore, journalists publish the news via a printed newspaper and website portal and share them on social media platforms to reach more audiences.

Example of Media Convergence in Journalism

For example, The Star is the most popular newspaper outlet in Malaysia. A journalist for “The Star” has collected information from Malaysiakini. The Star has published the news via printed newspapers and online portals. They have also shared the news link via their Facebook page to reach the news among social media users. The authority has converged a few media to spread the news among a maximum number of audiences.

Technology Convergence

A long time ago, people used to listen to the radio to get news, Television to watch drama, cameras to capture photos, and bookshelves to keep books. Nowadays, people use only smartphones and computers to fulfill all their needs.

Who and when established Media convergence theory?

Henry Jenkins introduced media convergence theory in 2006 via his book Convergence Culture: Where Old and new media collide.

Elements of Media Convergence

The five essential elements of media convergence are technological, social, industrial, textual, and political.

Technological Convergence

Technology convergence has brought computer, communication, and content together, which is called 3 C. Here, 3 C refers to a computer, communication, and content. Computers and smartphones have digitilized the content, and digital content has changed the process of communication. The revolution of new technology and media convergence has changed the way of generating content and distribution. It has influenced the news production and distribution process totally. For example, now, every newspaper outlet has its own social media fan page, providing breaking news. Technology has allowed these outlets to operate live video programs that provide very authentic news for audiences. Therefore, subscribers are getting instant news through new technology convergence. It is definitely a positive impact of convergence in communication outlets.

Social Convergence

Social media convergence has both positive and negative impacts on society. It is called the double edge sword for the communication sector in society. Social media are a computer and application-based networking system that ease human communication through the internet (Kobiruzzaman, Waheed, Yaakup & Osman, 2018). Social media have emerged as the most convenient and popular communication platform, also known as new media. People are adopting social media for entertaining, imparting knowledge, sharing information, and communicating. There are many types of social media such as Facebook, YouTube, Twitter, WhatsApp, WeChat, Instagram, Zoom, Google meet, TikTok, QQ, Douyin, Sina Weibo, QZone, Snapchat, Reddit, Pinterest, and so more. Social media convergence made the news free of charge, so everyone could watch the news easily.

Many traditional media outlets disseminate the news through social media. For example, a newspaper outlet publishes printed newspapers, and it updates the same news on social media platforms. Thus, anyone can consume news from social media platforms without buying a printed copy of the newspaper. Social media convergence eases the way of reporting news for news reporters and editors. It has enabled news reporters and editors to collect news within a short time and disseminate them. Many journalists share their content on social media so that everyone can know who is the content writer.

Industrial Convergence

Many big industries have been merged into one giant company to dominate the sector. For example, in the 1990s and 2000s, many media companies expanded their business interest and merged with other companies. In the 1990s, industrial convergence is the Viacom-Paramount (1994) and Disney-ABC (1995). In the 2000s, example of the biggest company merger is America On-Line (AOL), Time Warner, Viacom-CBS (2000), and NBC-Universal (2004). They took over the company to expand business in the media sector.

Textual Convergence

Textual convergence refers to the merging of printed media into online news media. For example, books and newspapers have been converted into social media-based writing and reading practices, also known as digital journalism. Anyone can contribute to the media industry by commenting on social media platforms. It is called textual convergence in media. Journalists are earning knowledge and improving themselves through convergence. Now journalists can view others’ content easily because of convergence. They are getting ideas and improving themselves. It lets them learn more about generating media content’s rules and regulations. Media convergence creates a new way to interact between media practitioners and audiences. Readers comment to express their opinion. So, it allows for making interactive communication atmosphere.

Political Convergence

Convergence has managed to increase the similarity between political parties worldwide. It brings the similarity between political parties and policies inside the parties.

Characteristics of New Media

Audiences According to Don Tapscott (2008), new media audiences have the following characteristics:

New media audiences want liberty in everything they do—for example, freedom of choice and expression.
New media audiences love to customize, scrutinize, and personalize.
They look for corporate integrity and openness when deciding what to buy and where to work.
New media audiences want entertainment and play in their work, education, and social life.
They are collaborative and relationship generation.
Audiences are innovators.

Social media availability has formed the characteristic of new media audiences.
In Conclusion, If someone asks me to do I think convergence is essential or not? I will answer: Yes, I think change is always good. Change is part of the natural adoption process that drives the communication industry. The problem will occur when we avoid change. So, we cannot avoid the pace of change.

Citation For This Article (APA 7th Edition)

Kobiruzzaman, M. M. (2025). Media Convergence Definition, Example Types & Elements. Newsmoor- Educational Website For Online Learning. https://newsmoor.com/media-convergence-example-elements-of-media-convergence-in-communication/

Linear Interactive and Transactional Models of Communication Examples

Linear interactive and transactional models of communication. Three Types of Communication Models are Linear, Interactive, and Transactional.

Communication Models

Communication models refer to the conceptual frameworks or theories that explain the way of human communication. It also represents the entire communication process between the sender and the receiver. The communication model tries to answer the 5Ws and 1H questions regarding the communication process; for example, what is communication? Who is involved in this process? When does it happen? Where does it take place? Why does it occur? And finally, how does the communication happen?

Additionally, communication models contribute to the development of many other theories and models. For example, the communication models are the basis of the mediated communication technology adoption models.

Furthermore, communication models explain the elements of the communication process, for example, context, sender, receiver, encoding, decoding, channel, message, feedback, and noise. These are the components of communication that describe the entire process of communication. However, some communication models do not have all these elements or features. For example, the linear model of communication does not have feedback. The communication model also explains the factors that prevent effective communication, known as barriers or noise. Communication barriers or communication noises bar effective communication processes.

Linear Interactive and Transactional Models of Communication

Three Types of Communication Models are:

Linear Models of Communication
Interactive Models of Communication
Transactional Models of Communication

The three types of communication models are linear, interactive, and transactional. The examples of linear, interactive, and transactional communication models have been illustrated, including the established year and elements.

Linear Interactive and Transactional Models of Communication

1. Linear Models of Communication

The linear communication model is a one-way interaction where feedback is not present. Linear is the primary communication model, whereas the transactional model is formed based on the linear model. The sender communicates with the receiver without receiving feedback. It also represents the one-way process of communication.

Many scholars have established linear communication models, such as Aristotle’s, Shannon-Weaver’s, Lasswell’s, and Berlo’s SMCR Model of Communication.

Linear Model of Communication Example

Communication Models	Year
Aristotle’s Model of Communication.	300BC
Lasswell’s Model of Communication.	1948
Shannon-Weaver Model of Communication.	1949
Also, Berlo’s SMCR Model of Communication.	1960

List of Linear Models of Communication

2. Interactive Models of Communication

The interactive communication model refers to the two-way method of communication with feedback. However, feedback is not simultaneous, providing slow and indirect feedback. Sometimes, the communication can be linear if the receivers do not reply to the senders. The interactive model of communication indicates mediated and internet-based communication.

For example, Osgood-Schramm, Westley, and Maclean are interactive communication models.

Interactive Model of Communication Example

Two-Step Flow of Communication Model	1944
Osgood-Schramm Model of Communication	1954
Westley and Maclean’s Model of Communication	1957

List of Interactive Models of Communication

3. Transactional Models of Communication

The transitional communication model seems like a two-way communication process with immediate feedback. Simultaneous feedback is the essential component of the transitional models of communication. So, the communication process will not become transactional without feedback. The feedback is direct and very fast. The receiver is compelled to provide instant feedback. The major difference between the interactive and transactional models is indirect and direct feedback.

For example, Wilbur Schramm’s model of communication, Barnlund’s transactional model of communication, Dance’s Helical model of communication, and Eugene White’s communication model are transitional communication models.

Transactional Model of Communication Example

Eugene White’s Model of Communication	1960
Dance’s Helical Model of Communication	1967
Also, Barnlund’s Transactional Model	1970

List of Transactional Model of Communication

Examples of Three Types of Communication Models

Examples of linear, interactive, and transactional communication models are Aristotle’s Model of Communication, Lasswell’s Model of Communication, Shannon–Weaver’s Model of Communication, Berlo’s Model of Communication, Osgood-Schramm Model of Communication, Westley and Maclean’s Model of Communication, Barnlund’s Transactional Model, Eugene White’s Model, and also, Dance’s Helical Model of Communication.

Linear Models of Communication

1. Aristotle’s Model of Communication

Aristotle’s communication model refers to the communication model with the speaker, speech, occasion, audience, and effect elements. In 300 BC, Aristotle developed a linear communication model focusing mainly on the speaker and messages. Controversially, it is also known as the first model of communication. Aristotle’s communication model comprises five primary communication elements: speaker, speech, occasion, audience, and Effect. The speaker plays a crucial role in communication because the speaker sets the message to deliver. However, the speaker’s speech is a message that might depend on the occasion.

Aristotle's Linear Model of Communication — Aristotle’s Linear Model

For example, a political leader (speaker/sender) delivers a speech to persuade voters to vote for him. The political leader is the most crucial person who provides the message or information. The speech is the leader’s message to influence the voters to vote for him. The election is the occasion, and the speech or message of the speaker differs based on the event. Political leaders might not deliver the same kind of speech before and after the election. Finally, the effect refers to the level of motivation of the voters, whether they are motivated to vote for him or not.

2. Lasswell’s Model of Communication

Political scientist and professor Harold Lasswell introduced Lasswell’s communication model in 1948. It is a linear model of communication that also represents the style of one-way communication or interaction. Lasswell’s model explains the communication process by answering the following questions: who says what, in which channel to whom, and with what effect?

Lasswell's communication theory

Example of Lasswell’s Model of Communication

For example, the BBC News channel has broadcast news regarding the negative impact of social media in spreading fake and misleading information. It also shows how social media can affect people physically and mentally. Finally, they recommend some tips on how to stop spreading fake and disinformation via social media. Based on the set of questions outlined by Lasswell’s communication model and the example, firstly, the answer to “Who” is the BBC News Channel news presenter. Secondly, it says what indicates that people use social media to spread fake and misleading information. Thirdly, the answer to the “In which Channel” question means the BBC News Channel. Additionally, “To Whom” refers to the people watching this channel. Finally, with what effect does the awareness have?

3. Shannon and Weaver’s Model of Communication

Shannon-Weaver’s communication model was established by two American scholars, Shannon and Weaver, in 1949. The Shannon-Weaver model is called the mother of all communication models. Shannon and Weaver did not include feedback; therefore, it is a linear communication model. However, Norbert Weiner added Feedback to the model in response to the criticism. At first, this model was designed to articulate the technical communication process. Later, it was used to discuss all types of communication. The Shannon-Weaver model represents six essential communication elements: information source, transmitter, channel, receiver, destination, and noise source. This model does not represent feedback; therefore, it is a linear communication model. Later, this model was criticized by many other scholars for not having feedback. Feedback is vital in making the communication process more interactive and effective. However, Norbert Weiner added the Feedback element to the model.

Shannon–Weaver Model of Communication Example

Shannon and Weaver Model of Communication- — Shannon and Weaver Model

4. Berlo’s Model of Communication

Berlo’s Model of Communication is the SMCR model that includes the elements of Source-Message-Channel-Receiver. David Berlo developed the Source-Message-Channel-Receiver in 1960. It is also known as the David Berlo SMCR model of communication. However, Berlo invented this model based on the Shannon-Weaver communication model (1949). The four elements of David Berlo’s SMCR communication model are the source, message, channel, and receiver. Berlo focuses on both verbal and nonverbal communication elements to convey information.

David Berlo’s SMCR Model of Communication Example

Interactive Models of Communication

5. Two-Step Flow of Communication Model

The two-step flow of communication is a well-known interactive model of the mass communication field. The three veteran scholars Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet developed the two-step flow of communication model in 1944. It is not a linear communication model; instead, the two-step flow theory is an interactive model of communication. The media disseminates messages to opinion leaders who are the gatekeepers and convey the information to society and the community. There are multiple steps in this communication process; therefore, it is an interactive model of communication. The feedback exists in multi-step conversations.

Two-step Flow of Communication Theory

6. Osgood-Schramm Model of Communication

Osgood-Schramm Model provides a two-way form of communication. However, Wilbur Schramm adopted the concept from the theory of another scientist, Charles Egerton Osgood. Osgood proposed that the communication process is circular rather than linear. So, the person simultaneously plays a role as the sender and receiver of the message. The person receives the message and interprets it to provide feedback. Therefore, it is known as the Osgood-Schramm Model of communication.

The elements of the Osgood-Schramm Model are Interpreter, Encode, Decode, and Message.

Osgood-Schramm Model of Communication Example

7. Westley and Maclean Model of Communication

Westley and Maclean’s interactive communication model examines the communication process between sender and receiver. Bruce Westley and Malcolm S. MacLean Jr. established the model in 1957. Westley and Maclean’s communication model was adapted from Newcomb’s communication and Lewin’s change management model. It represents the two-way communication process, so feedback is subsisted in this model. It also explains interpersonal and mass communication. The feedback is indirect and slow in mass communication, whereas feedback is direct and fast in interpersonal communication. According to Westley and Maclean’s model, A represents the sender, B represents the receiver, and C represents mass media. The interactive communication process is more effective than linear communication.

Transactional Models of Communication

8. Eugene White’s Model of Communication

There are eight stages of the oral communication process: thinking, symbolizing, expressing, transmitting, receiving, decoding, feedback, also monitoring. So, communication is a sequential interaction process; however, it cannot determine the receiver’s active role in the continuous communication process.

Eugene White’s Model of Communication

9. Dance’s Helical Model of Communication

In 1967, Frank Dance introduced the transactional communication model called the Helical communication model. The author initially named Dance’s Helix communication model. Frank Dance used helix to develop the complex communication process model. The word helical comes from the helix, meaning spiral staircase. Communication gets more extended when it grows like a helix. Communication is an evolutionary and dynamic process with feedback.

Dance's Helical Model of Communication

Any communication starts from a small circle when the communicators share little information about themselves. Communication expands boundaries when people share more personal information. Finally, the relationship grows gradually to reach the top level.

10. Barnlund’s Transactional Model

In 1970, Dean Barnlund introduced the transactional communication model. The author formed this model based on public, private, and behavioral cues. Barnlund’s transactional model refers to the multi-layered communication process with feedback. The sender and receiver exchange their role for effective communication; therefore, the sending and receiving of messages occur reciprocally between sender and receiver. The eight elements of Barnlund’s communication model are person, encoding, decoding, public cues, private cues, verbal cues, behavioral cues, nonverbal cues, and message.

Barnlund’s Transactional Model of Communication-linear interactive and transactional model — Barnlund’s Transactional Communication Model

Importance of Models of Communication

Communication models are essential tools for understanding communication processes. It presents detailed information regarding the communication process and illustrates the flow of information. Therefore, they have a tremendous positive impact on the research by introducing many conceptual frameworks of communication processes. Additionally, the model introduces the elements of the communication process. Furthermore, the communication model provides tips on how communicators can communicate effectively. They represent the barrier or noise that obstructs the process of communication. They also explain the complexities of the communication system. Finally, these 3 types of communication models propose improving the communication process to avoid conflict.

Linear Interactive and Transactional Models of Communication

1. Linear Model: The linear communication model simplifies the process into a one-way flow from sender to receiver. Here, the sender encodes a message, which is then transmitted through a channel to the receiver, who decodes it. Feedback is minimal, it is not present at all, and there’s little room for interaction or dialogue. This model is akin to a broadcast, where information is sent without much expectation of response or engagement.

2. Interactive Model: The interactive model introduces feedback and two-way interaction by expanding upon the linear model. It acknowledges that communication is a dynamic process involving encoding, decoding, and response from both parties. Feedback becomes essential for clarification, validation, and adjustment of messages. Communication is viewed as a reciprocal exchange, allowing for engagement and dialogue between sender and receiver.

3. Transactional Model: The transactional model sees communication as a complex, ongoing process influenced by various factors. Here, communication is simultaneous, with both parties acting as sender and receiver. Messages are not merely transmitted but co-created through interaction and negotiation. Context, culture, and personal experiences shape the meaning of messages, which are subject to interpretation and reinterpretation based on the perspectives of both parties.

Conclusion

In conclusion, the most common linear interactive and transactional communication models are Aristotle’s Model, Shannon-Weaver Model, Lasswell’s Model, Berlo’s SMCR Model, Osgood-Schramm Model, Westley and Maclean’s Model, Wilbur Schramm model, Barnlund’s Transactional Model, Dance’s Helical Model, and Eugene White’s Model of Communication. The 3 types of communication models are linear, interactive, and transactional.

These models provide different perspectives on how communication occurs, from the linear transmission of information to the interactive exchange of meaning and the transactional co-creation of messages. Each model offers insights into the dynamics of communication and highlights the importance of feedback, interaction, and context in the process.

Citation For This Article (APA 7th Edition)

Kobiruzzaman, M. M. (2025). Linear Interactive and Transactional Models of Communication. Newsmoor. https://newsmoor.com/3-types-of-communication-models-linear-interactive-transactional/