A proposed model of political communication: expanding the communication model to incorporate multiple senders/receivers

Abstract

This paper examines political communication and its applicability within the framework of the classical model of communication. Marketing educators have used the classical model of communication with little debate on its appropriateness in various marketing situations. In this paper a model of communication has been created to take into account the concept of multiple senders and receivers. This model has been further expanded to propose a new model of political communication during an election.