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Within transmission models of communication (and in the conduit metaphor), the participants in acts of communication (communication being presented as a linear process of sending messages to a receiver). A sender is the originator of a message on a particular occasion; receivers are their audience on this occasion (in synchronous interpersonal communication these roles are usually switchable and in normal everyday conversation between equals they shift constantly). These terms are often preferred to speaker/listener, writer/reader, and so on because they apply to diverse media. A perceived similarity of the sender to the receiver can be a key factor in the effectiveness of persuasive communication. Compare addresser and addressee; encoding/decoding model.

Subjects: Media Studies.

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