The linear school sees communication as the transmission of messages. It implies there is a core message/meaning that exists independently before communication can take place. All the sender needs to do is then encoded it in languages, as if we wrap something up as a package for shipping. Then we send it from one place to another and deliver it to the receiver. Finally, the receiver unwraps the packaging and reveals the core message/meaning. Do you agree with that? Can a message exist before it is articulated? Semioticians’ answer is No. Articulation is a creative process: before it, there exists only the drive, the need to articulate, not a pre-existing idea or content that then has to be encoded. In other words, there is no meaning before significant signs. Also, the receiver participates in producing the meaning through decoding in a way that reflects their own experiences and interests. As opposed to the linear school, the semiotic school sees communication as the production and exchange of meaning.