Communication models – an analysis of models - modified with notes.pptx

Communication models – an
analysis of models of Berlo,
Leagan’s, Shannon and Weaver,
Schramm and communication
flow model.
SMIJA P K
ASSISTANT PROFESSOR

Communication
Models
Lasswell's linear communication
Model
( 1948)
Communication flow model
(1944 and then 1955)
( 1954)
Schramm’s Model

Communication
Models
Shannon and Weaver Model l
1949
1960
Berlo’s model
Leagan’s Model
1963

Aristotle’s Model – the first persuasive
communication model (300BC)

Example
Alexander gave brave speech to his soldiers in the war field to defeat Persian Empire.
Speaker – Alexander
Speech – about his invasion
Occasion – War field
Audience – Soldiers
Effect – To defeat Persia

Quiz
1.Aristotle called communication as study of “rhetoric”
2. According to Aristotle “audience’ is the most important component in communication process
as they decide whether communication took place or not.
3. Aristotle ‘s model is more related ‘public speaking’ than interpersonal or massmedia
communication.

Lasswell’s Model (1948)
Linear ,one way model

Lasswell’s Model - Example
CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power
station resulted in about 100 times the permitted level of radioactive
material flowing into the sea, operator Tokyo Electric Power Co said on
Saturday.
Who – TEPC Operator
What – Radioactive material flowing into sea
Channel – CNN NEWS (Television medium)
Whom – Public
Effect – Alert the people of Japan from the radiation.

Merits Demerits
 It is Easy and Simple
 It suits for almost all types of communication
 The concept of effect
 Feedback not mentioned
 Noise not mentioned
 Linear Model

Assessment
List out the differences between Aristotle’s model and Lasswell’s Model
What are the similarities between Aristotle’s model and Lasswell’s Model ?

Shannon – Weaver Model(1949)
“Feedback ‘was not originally
proposed in 1948. Norbert
Weiner later came up with this
step.

Characteristic’s of Shannon –
Weaver Model
1. Model is consistent with Aristotle’s Model
2. Two new components “ Transmitter” and “Receiver” is introduced.
3. An additional element ‘ Noise’ was introduced.
4. Known as “Mother of all models”.
5. More effectively used to explain person-to-person communication than group or
mass communication.
6. Also known as “Mathematical Model of Communication” as they quantified the amount
of information generated by the source and received at the destination expressed it as
logarithmic function.

Semantic noise
Semantic noise in communication is a type of disturbance in the transmission of a
message that interferes with the interpretation of the message due to ambiguity in
words, sentences or symbols used in the transmission of the message.
E. g. : “Women are not supposed to have children here”

Berlo’s communication model ( S-M-C-R model)( 1960)
The sole purpose of Communication is to ‘influence people”

Key features of Berlo’s Model
1. Emphasises coding and decoding . A ‘code’ is a system of signals for communication.
“Encode” means put the messages into a ‘code’ or cipher. Decoder converts the message in
the code into ordinary language.
2. Transfer of information happens between source and receiver with the help of communication
skills, knowledge , attitude , social system and culture.
3. Source and receiver should be on the same level for effective communication to take place.
For example if communication skills of the source is good listener should have equally good
listening skills.
4. Channel refers to how the information flows from sender to receiver.

Key features of Berlo’s Model
5. Communication is seen as a continuous process in which noise is reduced by a process called feedback.
Message treatment – Decisions the source makes as to how he should deliver the message
Decisions the source makes in selecting and arranging both code and content to achieve comprehension on
the part of receivers.
Example ; given his code and content choices , a newspaper copywriter will use various type sizes to let his
reader know that he considers some things more important than others. In interpersonal communication we
use phrases such as “now hear this” ‘listen ‘ , this is important etc.
‘

Schramm’s Model of Communication(1954 and 1964 )
Schramm introduced the concept‘
‘feedback. 'He also included the
concept of the 'field of
experience’
Emphasis is on organic nature of
communication
Model says that communication
is continuous

Key features
Coding and encoding are important
Specially relevant for mass media communication
Introduced the term ‘field of experience’.
Communication is a two way process (through feedback)

Leagan’s Model (1963)
Successful communication
in extension education
requires a skilled
communicator sending a
useful message through a
proper channel, effectively
treated to an appropriate
audience that responds as
desired. (Leagans , 1961)

Extension Communication system
based on Leagan’s Model(1963)

Key features
1. Leagans’ emphasis on treatment of message and audience response comes from his
background in extension education.; he should continue to communicate, repeat,
motivate, persuade, until the desired response occurs on the part of the receiver(s).
2. Communication, in extension may also be thought of as two way ‘stimulus response’
situation in which the necessary stimulus is provided by the communicator, the extension
worker, in the form of a message, which produces certain response on the audience, the
farmers. In the same way stimulus can be provided by audience, farmers in the form of
response to the communicator.

S – M- C-R-E Model by Rogers
and Shoemaker(1971)
Model is very similar to Lasswell’s Model

Key features
Rogers and Shoemaker borrow from communication studies to structure their generalizations: They
consider diffusion as a parallel to the communication process as expressed in the Lasswell formula (1948)
and the corresponding “SMCRE”—model (Source → Message → Channel → Receiver → Effect): The
inventor replaces the “source,” the innovation the “message,” diffusion channels the “channels,” the
adopter the “receiver” and adoption the “effects” (Rogers & Shoemaker, 1971, p. 20).

Assessment
1. Analyse the suitability of Leagan’s model to extension education.
2. Name the two way communication models we have discussed.

The Hypodermic Needle Model (Katz
and Lazarsfeld , 1955)
Also known as “Magic bullet theory” or “Transmission belt theory.”
Based on studies on historical events such as “Role of Hearst newspapers in arousing public support in American war:, The power of Nazi leader Joseph
Goebbel’s propaganda apparatus during World War II in Europe and influence of Madison Avenue advertising on consumer and voting behaviour in US , Katz
and Lazaarsfeld concluded that
1. Mass media has direct, immediate and powerful effects on a mass audience and their behavioral change.
2. The omnipotent media were pictured as conveying messages to atomized masses of individuals.

Two step flow theory
1. Ideas often flow from radio and print to opinion leaders and from these to the less active sections of the
population.
2. The first step , from media to opinion leaders , is mainly a transfer of ”information” ,whereas the second step
from opinion leaders to their followers also involves the spread of interpersonal ’influence ’.
3. The model helped to focus the interface between mass communication channels and interpersonal communication
channels. An individual can be exposed to a new idea through either mass media or interpersonal channels and
then engage in communication exchanges about the innovation with peers.

Communication effectiveness
Achieving commonality between the communicator and receiver in terms of comprehension.

Communication models – an analysis of models - modified with notes.pptx

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