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As the study of communication progressed, models expanded to account for more of the complex elements of the communication process. The transactional model of communication places emphasis on the concurrent and continuous nature of communication. In this model, all those involved in the communication experience are simultaneously the sender and receiver, continuously sending and receiving information and feedback from each other using verbal and non‐verbal communication (Barnlund 1970).

The transactional model describes communication as a process in which communicators (can be more than two people) generate social realities within social, relational and cultural contexts. The purpose of communication is not simply to exchange messages but to also create relationships, develop intercultural relations, shape self‐concepts and engage with others to create communities.