ITFT- MEDIA, Models of communication

Introduction
"Communications
is the
mechanism
through which
human relations
exist and
develop.”

 Models help us
understand complex
phenomenon.
 Different
communication models
illustrate different
aspects of
communication.
 Models are never
perfect.

Aristotle’s classical model
Aristotle
Aristotle proposed
model before 300 B.C
who found the
importance of audience
role in communication
chain in his
communication model.

(Cont.)
This model is more focused on public
speaking than interpersonal communication.

(Cont.)
Speaker plays an important role in Public
speaking. The speaker must prepare his speech
and analysis audience needs before he enters into
the stage. His words should influence in audience
mind and persuade their thoughts towards him.

(Cont.)
Example:
Alexander gave brave speech to his soldiers in the
war field to defeat Persian Empire.
Speaker - Alexander
Speech - about his invasion
Audience - Soldiers

Lasswell Model
Harold Dwight Lasswell states that a convenient
way to describe an act of communication is to
answer the following questions:
1.Who
2. Says what
3. In which channel
4. To whom
5. With what effect?

Lasswell Model of Communication (Cont.)
• Given by sociologist
Harold Lasswell in 1948
• One way process
• Model says that
communication is the
process of transmission
of messages.
• It raises the issue of
effect rather than
‘meaning’.
• It urges that what are the
effects seen, observed
and measured in the
receiver after the process
of communication.

Assumptions:
• In this model it is
assumed that
-the message that is
passed by any medium
chosen, reaches the
receiver without any
distortion or change.
• For Example:
- a letter, email, text
message.
Lasswell Model of Communication
(Cont.)

How it Works:
• In this model, information is
passed from the sender to
receiver with a proper flow and
a proper medium.
• The receiver passively receives
the message.
• And then receiver acts as
directed or desired by the
sender.
(Cont.)

Advantage of Lasswell
model
• It is Easy and Simple
• It suits for almost all
types of communication
• The concept of effect
(Cont.)

Drawbacks
• Linear model
• A one way act
• Model is not
interactive
• No feedback
• Noise not
mentioned

• 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.
Example

Shannon & Weaver Model of
Communication
•This model was created in 1949 by
Claude Shannon and Warren Weaver.
•The basis for this model was a study
of telephone conversations over a
very lengthy two year time.
•The team studied only what they
deemed to be “important” or
“significant” calls of some length.
•Quick calls to a neighbor or a store
were not considered for the study.
•The focus was on the mechanics of
the messages.
Claude Shannon

Communication (Cont.)

Communication (Cont.)
According to Shannon and Weaver's model, a
message begins at an information source, which is
relayed through a transmitter, and then sent via a
signal towards the receiver. But before it reaches the
receiver, the message must go through noise
(sources of interference). Finally, the receiver must
convey the message to its destination.

Example
 Suppose you have an idea in your
head (information source) that
you want to tell someone about.
 You must first move the idea
from your brain to your mouth
(transmitter). Since you cannot
actually share your gray matter,
you must select words for your
transmitter to use.
 Once you speak, your voice
(signal) is carried through the air
toward the listener's ear
(receiver).
 Along the way, your signal is
joined by a myriad of other
sounds and distractions (noises).
 The receiver then takes everything
it receives and tries to maximum
the message and minimize the
noise.
 Finally, the receiver conveys its
message to the other person's
mind (destination).

Examples of noise
• A loud motorbike
roaring down the
road while you’re
trying to hold a
conversation.
• Your little brother
standing in front of
the TV set.
• Smudges on a
printed page.

NOISE CAN BE IN THE FORM OF:
• DISTRACTION
What happens when you
communicate to a physically
attractive person?
• DIFFERENCES IN THE USE OF
CODE
Is there communication
when you speak to an
American person using the
Chinese language?

W. Schramm Model
Wilbur Schramm proposed the model of
communication in 1971.
Wilbur Schramm

Source
Encoder
Signal
Decoder
Destination

• Schramm emphasized the
necessity of overlapping
field of experience in
communication through
his model.
• A breakdown in
communication can also
occur if the sender and
receiver are not in the
same wavelength.
• This is true in human
communication as well as
in mass communication.

• The overlapping field of
experience in
communication is known as
empathy.
• The term “empathy” means
the ability of an individual to
project oneself into the role
of another.
• The overlapping field of
experience or empathy is
directly proportional to the
extent of communication
effectively.

For instance, a lecture on neurophysiology delivered to an
audience of sixth graders may result in little or no
communication. The lecturer has background knowledge
of chemistry and biology, and beyond that very specialized
knowledge of biochemical processes in the nervous
system. The audience would lack the vocabulary, if
nothing else, to make sense of the information.

OSGOOD- SCHRAMM CIRCULAR MODEL
OF COMMUNICATION
Wilbur Schramm
Charles Osgood

OSGOOD- SCHRAMM CIRCULAR MODEL OF
COMMUNICATION (CONT.)
 This Model of Osgood-
Schramm evolved in
1954. It does not
follow the conventional
pattern of
communication from
source to receiver.
 It helps in reminding
the process of
interpretation which
takes place whenever a
message is decoded.

OSGOOD- SCHRAMM CIRCULAR MODEL OF
COMMUNICATION (CONT.)
 It stressed that each
participant in a
communication process
sends as well as receives
messages and as such
encodes, decodes and
interpret messages.
 Thus it is a dynamic
process in which there is
an interactive relationship
between the source and the
receiver, where a person
may be a source one
moment, a receiver the
next and again a source
the following moment.

Significance
 Circular in form and
meaningful
Ongoing and dynamic in
nature
 Natural process
More preferred in dyad
communication
Bounded by good timing
Verbal and non- verbal form
of communication

David Berlo’s model
In 1960, David Berlo
expanded on Shannon and
Weaver’s (1949) linear
model of communication
and created the SMCR
Model of Communication

The Berlo S-M-C-R Model accounts for a variety of
human variables that are present in person-to-
person communication. When one is attempting to
convey an emotionally complex message, the Berlo
Model may be the more appropriate choice.

Looking at the sequence within the SMCR model, you can identify
the basic structures of the modern perception of communication.
The source represents where the information originates, the
source of the communication. The message is the encrypted piece
of information provided by the source. The channel, then, is the
medium of transmission from the source to the receiver, and the
receiver is the end recipient of the information.

Newcomb’s model (Cont.)
It is a triangular model and
represented chiefly
interpersonal communication.
It tries to introduce the role
of communication in a society
or a social relationship.
According to it,
communication maintains
equilibrium within the social
system.

Newcomb’s model (Cont.)
For Example:
Teachers introduce a new policy to
increase the college timing from 6 hours
to 8 hours.
A – Teachers B – Students X – Policy
or issue
If both students and teachers are satisfied
with this policy then the communication
maintains its equilibrium status between
them. Otherwise the flow of communication
between “A” and “B” becomes trouble in
the social system. If “A” or “B” is not
ready to accept the policy then it will
directly affect the social system and can’t
maintain the equilibrium status. So
teachers “A” can convince students “B” as
much as possible. Otherwise they have to

Westley McLean’s model
Bruce Westley
(1915-1990)
Malcolm S. MacLean Jr (1913-
2001)

Westley McLean’s model (Cont.)
This model can be seen two
contexts, interpersonal and mass
communication. And the point of
difference between interpersonal
and mass communication is the
feedback. In interpersonal, the
feedback is direct and fast. In the
mass, the feedback is indirect and
slow.
X1, X2, X3 and X4….—are news articles or information, Feedback (f),
Clients (A), Reader or Audience (B) and Gate Keeper (c)

Model:
Westely and Maclean realized that
communication does not begin when one
person starts to talk, but rather when a
person responds selectively to his/her
physical surroundings. This model considers
a strong relation between responds from
surroundings and the process of
communication. Communication begins only
when a person receives message from
surroundings. Each receiver responds to the
message they received based on their object
of orientation.

Example:
A Daily News Papers will receive many Press releases from Many Public
Relations Agencies on behalf of their clients. In this case, News paper will
publish the selected Press release due to the space constraints. Then,
Readers can directly respond to the client or they can respond to the News
daily which published in the Newspaper. If Readers responded to daily
News paper, it will communicate the feedback to concern PR Agency.
X1, X2 and X3—are Press Release, Feedback (f), Clients (A), Reader (B)
and Daily News Paper (Gate Keeper) (c)
1. Feedback Loop between Reader (B) and News Paper (C) – fBC
2. Feedback Loop between News Paper(C ) and Client (A)- fCA
3. Feedback loop between Reader (B) and Client (A)- fBA.

Example:
Advertisement given through Television
A Television will receive many
advertisement from their clients.
In this case, Television will broadcast the
selected advertisement due to the time
constraints.
Then, viewers can directly respond to the
client or they can respond to the
television which broadcast in the
television.
If viewer responded to television, it will
communicate the feedback to
client./agency
X1, X2 and X3—are advertisement,
Feedback (f), agency (A), Reader (B) and
television/media (Gate Keeper) (C)

Merits
1.This model accounts for
Feedback.
2.It can account for both
interpersonal communication
and Mass communication.
3.It is a predictive model of
communication and very
descriptive also.
4.Westley and Maclean
communication model is Two
Dimensional.
Demerits
It cannot account
for multi
dimensions; this
means this model
will not be
applicable
for typical
communication
events that involve
broader context and
wide range of
communication
messages.

George Gerbner’s model (Cont.)

George Gerbner’s
model (Cont.)
In 1956, Gerbner attempted the general
purpose of communication models. He
stressed the dynamic nature of
communication in his work and also
the factor which affecting the reliability
of communication.
(Note: This model can be best understood when read along
with the diagram beginning at E – Event.)

(i) Perceptual Dimension:
An ‘E’ is an event happens in the real life and the event content or
message is perceived by ‘M’ (Man or a Machine). After Perceives
the message from “E” by “M” is known as “E1”. E1 is not same as
like ‘E’. Because any man or machine can’t perceives the whole
event and they perceives only the part of the event (E1). This is
known as “Perceptual Dimension”.
These 3 factors are involves between ‘E’ and ‘M.M (man or
machine) cannot perceive the entire content of the event “E”. So
M selects the interesting or needed content from the entire event
and filtering the others. The context occurs in the event and
Availability is based on ‘M’s attitude, mood, culture and
personality. (For eg. How a journalist perceives the messages from
the event and also can’t focus the whole event so they filter the
unwanted or unrelated content from the event. This filtered
content is not same as like the actual event content because the
journalist edits the content based on his attitude, mood and
cultural background or press policies).

(ii) Means and Controls dimension:
E2 is the event content which is drawn or artified by M. Here
M becomes the source of a message about E to send
someone else. M creates a statement or signals about the
message and Gerbner termed its Form and content as “SE2”.
S (Signal or Form) it takes and E2 (Man’s content). Here
Content (E2) is structured or formed (S) by ‘M’ and it can
communicate in a different ways or based on the structured
ways.
M has to use channels (or media) over to send the message
which he has a greater or lesser degree of control. The
question of ‘control’ relates to M’s degree of skill in using
communication channels. If using a verbal channel, how
good is he using words? If using the Internet, how good is he
at using new technology and words?

Important Note:
Message at every level is altered or changed.
Example:
In case of news reporting, E can be any event that
has happened and the reporter (M) selects a
particular part of event (E1) that may be provide his
channel higher TRP ratings or the news may boost
the particular party which his channel supports. This
SE2 is sent through a medium to the mass audience.
Then the audience distributed the message (SE2)
and he (M1) sends to his friends with his
interpretation and the process continues.

Media Dependency Model
Ball-Rokeach and Defleur’s dependency model, shows the
interdependence between society, mass media, audience and
effects (after Ball-Rokeach and Defleur) (McQuail and
Windahl, 1981).
The dependency model of media effects formulated by Ball-
Rockeach and DeFleur (1976, 1982), views audience effects in
the context of the complexity of the larger social structure in
which the individuals become more dependent on the media
for information about, and orientation to, the larger social
world. The model seeks to explain effects in terms of the
historical conditions of society and its media. Ball-Rockeach
and DeFleur are suggesting that it is the societal conditions that
determine the power and type of media effects.

ITFT- MEDIA, Models of communication

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