A large number of diverse models illustrating the complexity of the communication process are used in the communication studies. Those models form the foundation of studies undertaken by scholars and hypotheses employed by them. Current theoretical findings cannot, however, keep up with the change that has happened in the communication process due to digitalization of the media. The author of this article attempts to fill the existing gap by proposing his own model (CTO model, Content-, Technik- und Organisations-Modell), which takes into consideration the frequently omitted area of media production and puts an emphasis on the causal relation between its elements, such as the content, technology, and organization of the media. The main value of the proposed model lies in the fact that its application makes it possible to analyze, with the use of scientific methods, also such phenomena as convergence and internationalization of the media.

A large number of diverse models illustrating the complexity of the communication process are used in the communication studies. Those models form the foundation of studies undertaken by scholars and hypotheses employed by them. Current theoretical findings cannot, however, keep up with the change that has happened in the communication process due to digitalization of the media. The author of this article attempts to fill the existing gap by proposing his own model (CTO model, Content-, Technik- und Organisations-Modell), which takes into consideration the frequently omitted area of media production and puts an emphasis on the causal relation between its elements, such as the content, technology, and organization of the media. The main value of the proposed model lies in the fact that its application makes it possible to analyze, with the use of scientific methods, also such phenomena as convergence and internationalization of the media.