About Why study the media? ......(Because i gotta do what i gotta do)

So he or she said we should treat communication as a process...so that really remind me of someone called Albert Einstein....
So the communication is a process we can't just focus @ those two points, we gotta make it last and consider about the influence and results (just like the book Communication Models written by Mcuail).
He mentioned about the way to express,emm... how it functions
Here it comes: Who(communicator) says what(message) in which channel(medium) to whom(receiver) with what effect(effect)?
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Mediation is like translation, in George Steiner's view of it. 
The communicator has his own opinion so when he retell the "story", the truth may change.
The different medium may have different influence on receivers.
Effects vary from different receivers. They have their own opinions too. Just like the communicator.