Models of communication
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This document discusses several models of communication that were developed over time. It describes Aristotle's rhetoric model from 2000 years ago that focused on the speaker, speech, audience, effect, and occasion. It also explains Laswell's 1948 model that examined who says what through which channel to whom with what effect. Additionally, it outlines Berlo's 1960 SMCR model involving the sender, message, channel, and receiver as well as Shannon and Weaver's 1948 engineering model involving source, transmitter, channel, receiver, and destination. The document contrasts the semiotics and process schools of thought and provides examples to illustrate some of the models.
Models of communication
- 1. MODELS OF COMMUNICATION Dr J Balamurugan DR J BALAMURUGAN, SSL, VIT, TN.
- 2. MODELS AND THEORIES OF COMMUNICATION •In the years before World War II mass communication per se was hardly investigated. •Scholars from different academic disciplines like history, philosophy, sociology, etc., looked into the specific role of the mass medium bringing about changes in society relevant to their discipline. •Some basic studies were conducted but it lacked focus and direction. •Decades later communication was studied in North American Universities where degree programmes were offered in mass communication studies. The entire subject of communication can be studied through two schools of thought : 1. The Semiotics School 2. The Process School DR J BALAMURUGAN, SSL, VIT, TN.
- 3. THE SEMIOTICS SCHOOL The foundations for semiotics was laid by Morris -1946, for the theory of languages or symbols. The semiotics school approaches communication as generation of meaning a mixture of signs, symbols and messages, which the sender wants to convey and expects a specific reaction from the receiver of the messages the sign itself. This study covers the ways the variety of codes have developed in order to meet the needs of society and culture. The focus of the semiotics school is on the text. He divided it into three areas of general study: syntactic, semantics and pragmatics. SYNTACTIC: The study of how symbols relate to each other. SEMANTICS: A study of symbol to referent relationship. DR J BALAMURUGAN, SSL, VIT, TN.
- 4. THE PROCESS SCHOOL oThe school of thought looks at communication as a process a simple transmission of messages and meanings which the sender wants to convey irrespective of the reaction of culture and music for under this category, because messages are not created with any motive, but as an expression of the senders feelings or emotions. oThe receiver is free to interpret the message in his own way. oThe process school of thought is also called as LINEAR school. DR J BALAMURUGAN, SSL, VIT, TN.
- 5. THE DIFFERENCE BETWEEN THE TWO SCHOOLS OF THOUGHT The (linear) process schools and their models give the text no more attention than other stages in the process, while the semiotics school of thought attaches primary importance to the text. The status of the receiver or reader who in semiotics is seen performing a very important role. The reader ascertains meanings to texts. DR J BALAMURUGAN, SSL, VIT, TN.
- 6. MODELS OF COMMUNICATION DR J BALAMURUGAN, SSL, VIT, TN.
- 7. MODELS •The simplest definition of a model is that is an analogue. •Models represent system or process. They are a symbolic way at looking at systems to help us to think more lucidly. •Models give us an idea of complicated objects or event in a general way. •The most important purpose of model building is to assist in the development of more precise theories. •Theories are not models and the most fundamental difference between them Is that the theory is an explanation and the model is a representation. •A model can be constructed to describe a particular form of behavior of which no theory exists or is inadequate. DR J BALAMURUGAN, SSL, VIT, TN.
- 8. ARISTOTLE’S MODEL – RHETORIC MODEL •This model was developed some 2000 years ago. •Aristotle includes in this model the five essential elements of communication : speaker, speech or message, audience, effect and occasion. •In his rhetoric model, Aristotle advices the speaker on constructing a speech on different audiences on different occasions for different effects. •This model is most applicable for public speaking. Speaker Speech Audience Effect DR J BALAMURUGAN, SSL, VIT, TN.
- 9. ARISTOTLE’S MODEL – RHETORIC MODELExample: 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 The religious icons such as Jesus, Buddha and others made the people pursue their teaching in the framework of Classical Rhetorical Theory. All the great leaders in history, who influenced the masses by their oratory power, used the classical rhetorical theory. DR J BALAMURUGAN, SSL, VIT, TN.
- 10. LASSWELL’S MODEL-1948 •Lasswell states that in order to understand the process of mass communication one has to understand each of the stages. •This model stresses on the effect rather than the message itself. •Effect means observable or measurable change in the receiver. •It also suggests that any change in the elements will change the effect. •Until the 1960s Laswell’s questions dominated the scene of mass media research. Commu nicatio n Who Messag e Say what Mediu m In which channel ReceiverTo whom Effect With what effect? DR J BALAMURUGAN, SSL, VIT, TN.
- 11. LASSWELL’S MODEL-1948 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: 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. DR J BALAMURUGAN, SSL, VIT, TN.
- 12. DAVID BERLO’S “SMCR” COMMUNICATION MODEL Sender Communica tion skills Attitude Knowledge Social system Culture Messag e Element Structure Treatment Context Codes Channe l Writing Seeing Touching Tasting Feeling Receive r Communica tion skills Attitude Knowledge Social system CultureDR J BALAMURUGAN, SSL, VIT, TN.
- 13. SHANNON AND WEAVER’S MODEL •This model is also called as the engineering model of communication. •It is a clear example of the process school of thought. •Also referred to as the mathematical theory of communication as it provided an approach to the problem of how to send maximum information in a given channel. •It introduce the concept of noise for the first time. •As engineers during world war II Shannon and Weaver’s primary concern was to find out the most effective means of human communication. DR J BALAMURUGAN, SSL, VIT, TN.
- 14. SHANNON AND WEAVER’S MODEL Source Transmit ter Chann el Receive r Destinati on Messag e Signal Receive d signal Messag e Noise DR J BALAMURUGAN, SSL, VIT, TN.
- 15. SHANNON AND WEAVER’S MODEL Example: Thomson made telephone call to his assistant Jim “come here I want to see you”. During his call, noise appeared (transmission error) and Jim received “I want” only. Again Jim asked Thomson (feedback) “What do you want”. Sender – Thomson Encoder – Thomson Channel – Cable Noise – Distraction in voice Decoder – Jim Receiver – Jim Due to noise, Jim is not able to understand Thomson’s messages. DR J BALAMURUGAN, SSL, VIT, TN.
- 16. NEWCOMB’S MODEL •This is the first of the models to introduce the role of communication in a society or a social relationship. •The primary role according to Newcomb is to maintain equilibrium in a social relationship. C A B DR J BALAMURUGAN, SSL, VIT, TN.
- 17. CHARLES E.OSGOOD’S MODEL •Here communication is seen as a dynamic process where there is an healthy interactive relationship between the source and the receiver in the name of feedback. Message Message A B Encoder Interpret er Decoder Decoder Interpret er Encoder DR J BALAMURUGAN, SSL, VIT, TN.
- 18. THANK YOU DR J BALAMURUGAN, SSL, VIT, TN.