In this case I strongly disagree with the semantic theory when it says that the audio-visual media is more efficacious because it communicates the same message with different codes. Sorry!! The repetition of the same message with different codes is not efficacious, but boring.

When we were speaking of "redundancy" as something important in order to maintain the established human relationship, we were referring to the reciprocal con organizationation of a mutual interest, not the insistent repetition of the same message. It is just the opposite. If you want to reiterate an established relationship you have to constantly renew the elements which make the relationship reciprocally gratifying. But if you insist on repeating the same message, it means that you do not want to gratify the other, but only convince the other of your superiority.

Using different codes to meta-communicate—Yes, that’s possible with audio-visual media. But the view according to which the audio-visual message is more efficacious simply because it uses different codes at the same time is a wrong view. At least it is wrong in the educational process. It has some value in advertisement and in any other sort of persuasion. If I want to order you something, I can try to enforce my message upon you by repeating the same things many times and with different symbols. But if I really want to communicate to you, the repetition with different codes is damaging. The effect of repetition is that you start feeling I’m not interested in what you think, but I am only interested in persuading you. So if I use all my communication channels to repeat the same message and I do not use any channel to explain why I am so interested in convincing you, then the process of communication becomes uni-directional, and you will guess that I want to impose a particular thing on you out of my own selfish interest. You may bow to my insistence. But you will not do it with the same serenity of mind that results in a decision taken when the communication is bi-directional and meta-communication is shared.