The contemporary hypertechnological environment which is characterized by media convergence, the deepening of communication globalization, the rise of hate speech across different communication platforms, and the advent of the post-truth era necessitates new innovative approaches to the discipline of communication studies. The exponential growth of technology and its impact on communication and its processes has made its study not only more complex but also exciting.

There is a continuous flux of new elements and dimensions being added to the communicative experience of human beings. The communication model, in this backdrop, can be described as that encompassing the complexities of communication globalization and convergence along with the networked interconnection of interpersonal and mass communication which Castells (2007) describes as self-mass communication.