Transmission Model of Communication – David Chandler critiques Shannon and Weaver's model as it has been used in common culture. Not merely mostly harmless. "In short, the transmissive model is of little direct value to social science research into human communication, and its endurance in popular discussion is a real liability. Its reductive influence has implications not only for the commonsense understanding of communication in general, but also for specific forms of communication such as speaking and listening, writing and reading, watching television and so on. In education, it represents a similarly transmissive model of teaching and learning. And in perception in general, it reflects the naive 'realist' notion that meanings exist in the world awaiting only decoding by the passive spectator. In all these contexts, such a model underestimates the creativity of the act of interpretation." – (communicationDherhetoric )