Human Codec Algorithm

Decoding the right audience, encoding the right message

Our exclusive Human Codec technology allows us to decode audiences' real interests and emotional connections and encode them back into the right message.

The transmission model of communication describes communication as a linear, one-way process in which a sender intentionally transmits a message to a receiver. This model focuses on the sender and message within a communication encounter. Although the receiver is included in the model, this role is viewed as more of a target or end point rather than part of an ongoing process.

You are left to presume that the receiver either successfully receives and understands the message or does not. Think of how a radio or podcast message is sent from a person in the studio to you listening in your car or home. The sender is the announcer who encodes a verbal message that is transmitted by a radio tower through electromagnetic waves or the Internet (the channel) and eventually reaches your (the receiver’s) ears via an antenna and speakers or earphones in order to be decoded.

The announcer doesn’t really know if you receive their message or not, but if the equipment is working and the channel is free of noise, then there is a good chance that the message was successfully received.

The interaction model of communication describes communication as a process in which participants alternate positions as sender and receiver and generate meaning by sending messages and receiving feedback within physical and psychological contexts.

Rather than illustrating communication as a linear, one-way process, the interaction model incorporates feedback, which makes communication a more interactive, two-way process. Feedback includes messages sent in response to other messages. For example, your instructor may respond to a point you raise during class discussion or you may point to the sofa when your roommate asks you where the remote control is.

The inclusion of a feedback loop also leads to a more complex understanding of the roles of participants in a communication encounter. Rather than having one sender, one message, and one receiver, this model has two sender-receivers who exchange messages. Each participant alternates roles as sender and receiver in order to keep a communication encounter going. Although this seems like a perceptible and deliberate process, you alternate between the roles of sender and receiver very quickly and often without conscious thought.

The transaction model of communication describes communication as a process in which communicators generate social realities within social, relational, and cultural contexts.

In this model, you don’t just communicate to exchange messages; you communicate to create relationships, form intercultural alliances, shape your selfconcepts, and engage with others in dialogue to create communities. In short, you don’t communicate about your realities; communication helps to construct your realities and the realities of others.

We focus on the roles of sender and receiver as described in the transaction model of communication, which differ significantly from the other models. Instead of labelling participants as senders and receivers, the people in a communication encounter are referred to as communicators.

Unlike the interaction model, which suggests that participants alternate positions as sender and receiver, the transaction model suggests that you are simultaneously a sender and a receiver.

For example, when meeting a new friend, you send verbal messages about your interests and background, your companion reacts nonverbally. You don’t wait until you are done sending your verbal message to start receiving and decoding the nonverbal messages of your new friend. Instead, you are simultaneously sending your verbal message and receiving your friend’s nonverbal messages.

This is an important addition to the model because it allows you to understand how you are able to adapt your communication -for example, adapting a verbal message- in the middle of sending it based on the communication you are simultaneously receiving from your communication partner.

In the same way, when we design data-driven communications in Trace Data Science, we take into account insights from every possible ongoing conversation and monitor very closely our audience reactions to improve and adapt our message in a way that is appropriate to the particular circumstances.

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