The
pervasive influence of social media has reignited interest in communication
models among media scholars. This paper revisits foundational theories,
integrating personality and socio-cultural variables into the Westley-MacLean
model to better understand media effects in the digital age. By blending
historical perspectives with contemporary insights, the paper proposes a
comprehensive systems model that emphasizes the dynamic and interactive nature
of modern communication. This enhanced model highlights the importance of the
encoder and decoder's social and psychological predispositions, aiming to
improve message delivery and communication strategies. Future research should
explore the model's applications in various contexts, such as political
communication, marketing, and public health, and investigate the role of
emerging technologies in refining these strategies.
