Transmission view is a linear model of communication that depicts the process as a sender transmitting information to a receiver. The transmission view highlights mass media’s role in distributing or transmitting. The transmission view can be contrasted with the ritual view of communication: The latter alludes to the circular nature of ritual communication, which creates a community around it as it occurs at a given time, while communication as transmission is linear in character as the emphasis is on a message being sent over a linear distance from one location to another. This entry provides an overview of how the transmission view developed as a model of communication, explores the roles of the sender and feedback loop in this model, and discusses the relationship between ...