Shannon og Weavers kommunikationssystem er konstrueret på samme måde, blot til at beskrive
kommunikation som en simpel påvirkning fra en afsender og en dertil knyttet reaktion hos modtager. I
begge modeller frasorteres de indre kognitive processer, for at kunne observere den ydre adfærd ale-
ne. Stimulus-responsmodellen skildrer den kognitive tilstand som en ”Black Box”, fordi denne ikke kan
observeres direkte og ”objektivt”. Shannon og Weaver afskriver ikke på samme måde de kognitive
fænomener, men tilføjer i stedet elementerne teknisk støj og semantisk støj, som kan forstyrre effekti-
viteten i afsenders informationsoverførsel til modtager.
Kommunikationsforskningen cirkulerer grundlæggende omkring, hvordan begrebet information skal
opfattes og tilgås. Hvor transmissionstilgangen behandler information som objekter, der kan sendes
via en neutral dataoverførsel til en forholdsvis passiv modtager, beskæftiger den anden tilgang sig
mere med, hvordan information er mening, der skabes i selve interaktionen mellem afsenders produk-
tion af information og modtagers afkodning af samme. Udviklingen væk fra et transmissionsperspektiv
er sket gradvist ved, at der er kommet mere og mere fokus på modtagerens aktive rolle og på de kogni-
tive fænomener, altså at bearbejdningen af information er afhængig af de identitetsmæssige og for-
tolkningsmæssige karakteristika ved kommunikationens aktører. Men hvor Shannon og Weaver foku-
serer på semantisk støj, som noget der kan medføre kommunikationsfejl, ser interaktionsparadigmet
det som selve det betydningsskabende, hvilket jeg vil uddybe i det følgende.
4.2.2 KOMMUNIKATION SOM INTERAKTION
Interaktionstilgangen bliver af professor i kommunikation John Fiske forklaret ved hjælp af et semio-
tisk perspektiv. Den afgørende pointe er her, at meningen er i sproget, hvilket vil sige, at man ikke kan
adskille information og udtryk, som Shannon og Weaver gør med deres kommunikationssystem. Ifølge
John Fiske må man opfatte information som ét element i et struktureret forhold, hvis andre elementer
består af den omgivende virkelighed og læseren/forfatteren af beskeden – her giver det altså slet ikke
mening at tale om en afsender og modtager, fordi at skrive en tekst og at læse en tekst er to parallelle,
nærmest identiske processer i kommunikation, som John Fiske illustrerer ved hjælp af denne model.
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