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Westley and Maclean’s Model of Communication was developed to explain mass communication in a media environment dominated by traditional institutions such as newspapers, radio, and television. The model emphasizes the role of multiple sources of information (events), the communicator, the audience, and most importantly the gatekeeper, who selects, modifies, and transmits messages to the public. In its original form, the model reflects a linear yet flexible flow of communication where feedback from the audience can influence future message selection. When examined in the context of today’s algorithm-driven social media ecosystem, the core assumptions of the model remain relevant, but its mechanisms require reinterpretation to account for technological mediation and platform-based power. In the traditional media context, the gatekeeper in Westley and Maclean’s model was a human actor, such as an editor, news director, or producer. This gatekeeper decided which events were newsworthy, how they should be framed, and when they should be disseminated. These decisions were influenced by professional norms, editorial policies, ethical standards, political pressures, and economic considerations. The audience was largely passive in terms of message selection, though feedback mechanisms such as letters to the editor or ratings did exist. The model thus captured a mediated reality where audiences received a curated version of the world shaped by ____ _________ ________ ____ ____ __________ _________ ______ ______ ________ ____.
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