The model was proposed by Barlund in 2008, and it posits that how the individual communicates determines the way the message will be interpreted. this model suggests that both the sender and the receiver have their own personal filters when they send or receive messages. These filters may include factors like gender, age, culture, and value system, among many others, which may alter the intended meaning of the message. This model is the most general model of communication. This model is the exchange of messages between sender and receiver where each take turns to send or receive messages. Both sender and receiver are known as communicators and their role reverses each time in the communication process as both processes of sending and receiving occurs at the same time.