Fokus er i stedet på selve teksten/beskeden og hvordan denne ’læses’ – man kan sige, at det centrale
er selve meningsskabelsesprocessen, som sker gennem en konstant interaktion mellem elementerne.
Modellen har en dynamisk struktur, hvor pilene i begge retninger understreger, at hvert element kun
kan forstås i relation til de andre (Fiske, J., 1982, p.4). Ifølge John Fiske handler kommunikation ikke
om information, men om mening, og mening kan ikke sendes af sted som en pakke fra en afsender til
en modtager:
”Meaning is not an absolute, static concept to be found neatly parcelled up in the messages.
Meaning is an active process, semioticians use verbs like create, generate or negotiate to refer
to this process. Negotiation is perhaps the most useful in that it implies the to-and-fro, the give-
and-take between man and message.” (Fiske, J., 1982,p.49)
Hvor transmissionstilgangen opfatter en besked som det, afsenderen putter i den, forstår den semioti-
ske tilgang en besked som en konstruktion af tegn, der gennem en interaktion med modtageren pro-
ducerer mening. Det er i selve interaktionen med beskeden at mening skabes, når læseren bringer sine
kulturelle erfaringer i spil for at forstå tekstens tegn og koder (Fiske, J., 1982, p.2). Meningskonstrukti-
onen er altså kontekstuelt og kulturelt betinget, og derfor vil studiet af kommunikation ifølge John
Fiske også involvere studiet af den kultur, den er integreret i (Ibid.). Andre forskere har fremhævet
samme pointer i deres forklaringer på forskellen mellem de to paradigmer. Inge Askehave og Birgitte
Norlyk understreger i bogen Meanings and Messages, at en besked ikke kan indeholde en fikseret me-
ning i sig selv og derfor kan en afsender ikke være sikker på, at modtagers forståelse svarer til den
intenderede mening (Askehave, I. & Norlyk, B. 2006, p.38). Lars Qvortrup beskriver kommunikation
som gensidigt ukontrollerbare handlinger, hvor den ene part foretager en selektion ved at sige noget,
og den anden en selektion ved at forstå det, der bliver sagt på en bestemt måde. Kommunikation kan
derfor ikke være ligefrem og umiddelbar, da den indebærer en risiko for, at den anden forstår noget
andet end tilsigtet (Qvortrup, L. 2000, p.142-143). Dette forhold skyldes kulturelle, kontekstuelle og
identitetsmæssige baggrunde, og derfor har interaktionstilgangen til kommunikation fokus på at un-
dersøge, hvordan mennesker forstår og fortolker de beskeder, de modtager, og hvordan deres fortolk-
ning aktivt bidrager til kommunikationen som helhed. Inge Askehave og Birgitte Norlyk anvender et
hermeneutisk perspektiv med inspiration fra især Hans Georg Gadamers begreber om for-forståelser
og horisonter til at forklare, hvorfor det i interaktionsparadigmet anses som vigtigt at undersøge,
hvordan vi mennesker skaber mening. Gadamers begreb horizon dækker over det, vi ved, samt vores
holdninger, værdier og verdenssyn – vores horisont er altså samtidigt et individuelt og et kulturelt
socialt fænomen, fordi vores horisonter er et resultat af den tid, vi befinder os i (Op.cit. p.45). Mere
specifikt er vores horisont et resultat af mindst tre overlappende elementer:
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