The recipient (from the Latin recipere 'to receive, receive') is the recipient (e.g. reader, listener, viewer, visitor, user, newsletter subscriber, audience ) of a message in a media communication process . There are different communication models for these .
The counterpart is the sender (e.g. speaker, author), who is called the communicator . The recipient is the person who wants to get information and / or should be informed. He already plays an active role because he is "ready to receive". The interaction between sender and receiver is called feedback .
The perceiver is also understood - especially in constructivism - as the “targeted”. However, there is no active action in relation to him, i.e. no address or other communicative action. The recipient is thus a potential recipient.
In the course of a communication process, the roles of communicator, recipient and recipient usually change several times. The feedback takes place either relatively directly (e.g. in verbal communication) or indirectly (e.g. via third party communication) or by means of long-term communication about reputation and image such as sales figures for mass media or products or election results in politics.