John Fiske

A meta theory about communication

He says that communication is divided into two major groups:  Semiotics and Process

1.  Semiotics - the world as a system of signs and symbols (focus on meaning)
focus on content

2.  Process - SMCR (sender, message, channel, receiver) plus noise / feedback (the basis of Shannon - Weaver) where content isn't as important
Harold Lasswell:  "Who, says what, on what channel, to whom, with what effect"