Final answer:
After defining the situation in communication, the next step is encoding the message, taking into account the audience's cultural context, and choosing the appropriate mode for delivering the message.
Step-by-step explanation:
In the process of communication, after the primary sender of a message has defined the situation, the next step is to encode the message.
This entails choosing the mode or modes to communicate ideas to the audience, considering the audience's perspective, including their social, cultural, or linguistic factors. One might choose various mediums such as writing an op-ed, delivering a speech, creating advertisements, or public service announcements.
The communication should be shaped by the purpose, which is the reason for the communication, the stance or viewpoint, and the context in which it is taking place. Understanding the culture of the audience is also key, as it influences how the message is crafted and delivered to ensure it resonates with the intended audience.