I would like to raise a note, with regards to Sir Beaver's discussion last June 26 in our Communication class, that a communicator can deliberately design his communication style in accordance to the view the receiver is going to perceive the message, whether it is transmission or ritual view, base from the readings coming from Carey (1989), about the two ways in understanding the field of communication.
A communicator can create a distinct style of delivering a message in order for the receiver to view it as ritual.
For instance, if the communicator wants to persuade the opinion of the message receiver, then one has to create a different kind of approach in creating a message, hence, deliberately producing the message in order to view it as ritual.
But then, if the communicator just wants to send the message across the receiver in a very technical manner, then the communicator can deliberately create the message to have the receiver view it as transmission.
If we notice the editorial notes of newspapers or the way columnists write their stories, it is very evident that the readers will initially view it as ritual for these are basically opinion articles.
Opinion articles include sharing the writer’s idea or experience which can stimulate the interest of the reading individual. Editorializing a story can definitely solicit a reaction from anyone who has an interest to the article.
According to Carey, ritual view should solicit participation and sharing of ideas which is exactly how opinion writers write their stories.
On the other hand, a straight news in a newspaper is far different from an opinion column. Usually, a straight news includes the what, where, when, who and how of the story. Quotations from the subject and other participants can also be included.
And when a receiver of the story reads a straight news coming from a newspaper, most probably, he will view it as transmission as the message was just basically sent to the receiving end and there is a little chance to view it as ritual because the story was not deliberately created to solicit opinion.
With this discussion, perhaps the claim of Carey that transmission view is the most common and dominant approach is not exactly correct because ritual view is also prevailing depending upon the motive of the communicator.
Ritual approach is also obviously dominant on persuasive speeches, speaking on a fellowship, PR or advertising campaigns wherein receivers of the messages are expected to participate and share.
