The transmission model is the simple mode of a "sender" sending a "message" to a "receiver." In this model, it is a one way process:
This model does well at describing how many people (definitely scientists) think about communication. It is simple and straightforward. It concentrates on the message, emphasizing that it should be clear and easy to understand. But there is nothing in the model to account for such things as the context the message is being sent in or the ideals, preconceptions, interests, and knowledge of the sender or receiver.
This model is better because the method of communication, feedback, and the audience type are specified. Analysis of this model can consider effectiveness/importance of more factors than the transmission model.
Another possible answer: the ritual model. The ritual model emphasizes the surroundings, similar to watching a theatrical performance. It has 5 components: act, stage, agent, agency, and purpose. This model defines the context in more detail than the transmission model. It also creates multiple paths of communication (it is not one way).
importance of the story to society/the reader
natural audience size of the story
While some people believe the internet is an open and democratic source for science communication, there are others who disagree and point to information embargoes, such as password protected sites and subscriptions. These embargoes can control science communication in this way. Most people are forced to get information on the latest scientific news from secondhand sources such as news reports and blogs. In this way, the internet has not done as much to make scientific information more widely available.