Chapters one and two talked about media context. I thought it was very interesting to see how human reaction to new media is no different then it was back in 1906 when John Philip Sousa discussed the downfall of music due to the phonograph. I thought the book did a good job of breaking down communication into two models as well; transmission model and cultural model. It is clear to see how the transmission model makes sense, we engage in point to point communication; what I think the cultural model adds to it is an more intricate all encompassing view of communication that gives reason and meaning to different forms of communication that are experienced by many different people. The books talks about how we can use the term culture now to describe the details of society that we live as they differ from others and so I feel that it is accurate to relate communication in a cultural way as well.