Who are senders and receivers in communication process?

Senders and receivers each have  goals and objectives –things that they want to accomplish. The sender may want to change the receiver’s mind, or secure concessions toward a negotiated agreement. The receiver may not want to have his mind changed, and not want to make concessions; moreover, the receiver may have the identical objective in mind of his opponent. The more diverse the goals of the sender and receiver, or the more antagonistic they are in their relationship, the greater likelihood of distortion and error in communication. Similarly, senders and receivers differ in their individual makeup –each is likely to have a different pattern of personnel values, attitudes toward certain issues and objectives, previous experiences, life history, and personality characteristics. Each of these elements contributes to a different way of viewing the world.