Lasswell’s manim ;

“who says what to whom in what channel with what effect”

Edward Tufte ;

Different theory of communication;
The Information or Cybernetic theory, how a designer makes their work effectivly communicate with its audiance.
Systems theory; switching between mathematical, biological, psychological and sociological frames of referance.
Semiotics – Three basic concepts
– Semantics , what a sign means/ stands for. i.e a Dictionary is a semantic reference book.
– Syntactics , the relationship among signs. Rarely stand alone, part of a larger sign system referred to as codes.
– Pragmatics, the study of the practical use and effects of signs.
The Phenomenological Tradition, knowing through direct experiance. Makes lived experiences the basic data of reality.  Unlike the semiotic tradition, where interpretation is separate from reality, in the phenomenological tradition we are interested in what is real for the person.
The Corporeal Turn, Basic physical nature of communication rests in the fact we inhabit a body and that our sense are dominated by touch. Communication seen as an extension of the nervous system. It starts with an awareness of the body. Language is seen as part of that system existing as as neuronal pathways that are linked within the brain. The key is a physiological classification of coding and encoding. (facial recognition) The process of interpretation is central, it emerges from a hermeneutic circle, switching back and forth between experience and assigning meaning.
Rhetoric , Useful for thinking through how you are going to achieve certain effects on the ‘reader’ or audience.  In particular if a ‘theatrical’ or ‘performative’ approach to communication is required.  The key concept is the use of metaphor. Often used for propaganda.
-Metaphor,  originally a rhetorical trope it allows us to grasp new concepts and remember things by generating associations.
Paradox, seemingly apposed to common sense, but may yet have truth.
Paraprosdokian, surprise, a sentence or phrase that has an unexpected meaning.
The Sociopsychological tradition, studying of individuals as a social being within the behavioural, cognitive and biological.
The sociocultural tradition, defining yourself in terms of identity, father, Catholic, student, lesbian, asian, yorkshire etc. Defining you identity as part of a group, framing your cultural identity.
Different audiences’ that require individual comunicational thought. BARB;
•Audience categories
•The main audience categories are: individuals, adults, men, women, children, and housewives. These are further subdivided by age and social class.
•Audience sub-categories/sub-demographic groups
•The division of the main audience categories is by age and social class.  Social class is determined at the household, rather than the individual, level. The classes are:
•AB – higher (A) and middle (B) management, administrative or professional
•C1 – supervisory, clerical, and junior management
•C2 – skilled manual workers
•DE – semi-skilled and unskilled workers and non-wage earners.
•AB and C1 audiences are sometimes described as ‘upmarket’, C2, D and E are correspondingly described as ‘downmarket’.
•Age divisions generally used are:
•4-9 years; 10-15; 16-24; 25-34; 35-44; 45-54; 55-64 and 65+ (although 55-64 and 65+ tend to be replaced by 55+).
•Broadcasters may be neutral about which sub-category watches their programmes but advertisers are not and tend to prefer younger and more upmarket audiences. Both groups watch less television than the population generally, so getting to them appeals to advertisers. Beyond that, upmarket audiences have more to spend, and the 16-24 age group has no clearly established patterns of consumer spending, another appealing factor for advertisers.
These are notes for my own understanding and referance.
Advertisements