Communications and Media

In 1949, engineers Claude Shannon and Warren Weaver developed the Transmission model that demonstrated a simple process we call communication. According to Shannon and Weaver, the process of communication starts with the source of the information. The transmitter then encodes information into signals. Signals pass by a channel before decoded by the receiver. A fifth element is called the destination, where the message arrives (cited in Chandler, 1994).

    Hardt (2004) defined communication in terms of reality. According to him, it refers to a basic human condition.  He explains
Referring to the process of making common the term has been applied to a wide variety of practices that establish commonality from road, to waterways, telegraph and telephones includes  different practices such as transmission (one way) and sharing (two way). (Hardt, 2004, p.7-8)

    On the other hand, mass communication departs from the sole individual. Hardt expands its definition as the discourse of society, which defines, organizes, and determines life in its social or political manifestations (Hardt, 2004, p.3). In other words, the reality becomes mass-mediated as mass communication tends to represent the world as it is . He argued that it is where public discourse comes from beginning with social initiatives that later on showcased domination.  History made mass communication as the new world order starting from the invention of papyrus to the discovery of media technologies.

Globalization
    Indeed, mass communication has dominated the world. In the 1960s, Marshall McLuhan introduced the idea of the global village, which highlights cultural change following the proliferation of modern mass media (cited in Sen, ) .

According to Eric Sen, the world has become a global cultural melting pot. That is, the culture has become global. But globalization, does not merely mean we have become identical. In fact, argued Sen, we have become different in many ways than before, thanks to globalization.
Sens The global, the Local and the Glocal discussed the many elements that works together to contribute to global cultural change. He further argued that mass media, especially newspapers and the television, continues to introduce global signs and globalized information. That is, individuals exposed to media may have, more or less, the same globalized idea. Following Sens description of globalization, clothes that are highly fashionable in Paris may also be the trend in China or a top-rated TV program in the United States may also be climbing the charts in Singapore.

    Using the idea of Shanon and Weavers Transmission Model of Communication, a simple process of communication is described in this exchange of information between a certain company that uses the cyberspace to advertise through its website. The web content writer acts as the transmitter while the search engine is the receiver. The individual is the final destination of the information.