The traditional communication model considers the audience as a receiver of the message intended for him/her though feedback may also be received. This model of communication assumes that the message delivered will be received as intended by the source of the message. In research, this communication model assumes that a research evidence will be received by its audience.
However, people have their own perception, understanding and interpretation of a message. The same message may be perceived in by different people in many different ways. Those variations in perceptions are natural and need to be taken in to account when one communicates research-based evidence. This new model of communication considers the audience as a perceiver rather than a receiver. The purpose is therefore to enhance good perception of and about an evidence.
With these changes in communication approaches, research communication needs to consider the research audience as perceiver rather than a receiver.