Lesson 4: Models of Communication

* Models of Communication- simplify the process by providing a visual representation

of the various aspects of communication.

3 General types of communications models

1. Linear model of communication

2. Transactional model of communication

3. Interactive model of communication

TYPES OF MODEL OF COMMUNICATION

1. LINEAR MODEL OF COMMUNICATION- IS SIMPLE ONE WAY COMMUNICATION

MODEL. THE MESSAGE FLOWS IN A STRAIGHT LINE FROM THE SENDER TO THE
RECEIVER.

- CHANNEL

PROS

- GOOD AT AUDIENCE PERSUASION PROPAGANDA SETTING

- INTENTIONAL RESULTS

CONS

- COMMUNICATION IS NOT CONTINUOUS AS NO CONCEPT OF FEEDBACK

- NO WAY TO KNOW IF THE COMMUNICATION WAS EFFECTIVE

KEY FEATURES

- ONE WAY COMMUNICATION

- USED FOR MASS COMMUNICATION

- SENDERS SEND MESSAGE AND RECEIVERS ONLY RECEIVE MESSAGE

- NO FEEDBACK

- NO CONCEPT OF NOISE

DIFFERENT MODELS THAT FOLLOW THE LINEAR MODEL OF COMMUNICATION:

1. ARISTOTLE'S MODEL

- ARISTOTLE (384-322 B.C.) WAS GREEK PHILOSOPHER AND WRITER BORN IN STAGIRA,
NORTHERN GREECE. HE WAS ALSO THE TEACHER OF ALEXADER THE GREAT.

ARISTOTLE MODEL OF COMMUNICATION

SPEAKKER- SPEECH- AUDIENCE- RECEIVE

- MAINLY FOCUS ON SPEAKER AND SPEECH. IT CAN BE BROADLY DIVIDED INOT FIVE
PRIMARY ELEMENTS: SPEAKER SPEECH OCCASION AUDIENCE AND EFFECT

- SPEAKER CENTERED MODEL.

- SPEAKER HAS THE MOST IMPORTANT ROLE IN IT AND IS THE ONLY ONE ACTIVE.

RHETORIC IS THE STUDY OF COMMUNICATION AND PERSUASION

CRITICAL ELEMENTS ODF A GOOD COMMUNICATOR

ETHOS- CREDIBLE

PATHOS- EMOTION

LOGOS- LOGIC

CRITICISMS

- THERE IS NO CONCEPT OF FEEDBACKS

- NO CONCEPT OF COMMUNICATION FAILURE LIKE NOISE AND BARRIERS

- CAN BE USE ONLY IN PUBLIC SPEAKING

2. BERLO'S S-M-C-R MODEL OF COMMUNICATION

* IN 1960, DAVID BERLO POSTULATED BERLO'S SENDER MESSAGE CHANNEL RECEIVER

(SMCR) MODEL OF COMMUNICATION FROM SHANNOS WEAVER'S MODEL OF
COMMUNICATION (1949).

* HE DESCRIBES THE FACTORS THAT AFFECTING THE INDIVIDUAL COMPONENTS IN THE

COMMUNICATION MAKING THE COMMUNICATION MORE EFFICIENT.

* THE MODEL FOCUSES ON ENCODING AND DECODING.

BERLO'S MODEL HAS MAINLY 4 COMPONENTS TO DEESCRIBE THE COMMUNICATION

PROCESS.

- COMPONENTS OF BERLO'S MODEL OF COMMUNICATION

* S- SENDER

- SOURCE OF THE MESSAGE IR THE PERSON WHO ORIGINATES THE MESSAGE.

: COMMUNICATION SKILLS- INCLUDE TO SPEAK, WRITE, PRESENT READ,ETC.

: ATTITUDE- THE PERSON'S ATTITUDE CHANGES THE MEANING AND EFFECT THE
MESSAGE

: KNOWLEDGE- FAMILIARITY AND KNOWLEDGE ON THE SUBJECT MATTER MAKES THE

COMMUNICATOOR SENDS THE MESSAGE EFFECTIVELY.

:SOCIAL SYSTEMS- VALUES,BELIEFS,LAWS,RULES,RELIGION, AND MANY OTHER

SOCIAAL FACTORS AFFECT THE SENDERS WAY OF COMMUNICATING THE MESSAGE.

:CULTURE- CULTURRAL DIFFERENCES MAKE MESSAGES DIFFERENT.

*M-MESSAGE

- IS THE SUBSTANCE THAT IS BEING SENT BY THE SENDER TO THE RECEIVER. IT MIGHT
BE IN THE FORM OF THE VOICE, TEXT, AUDIO, VIDEO OR OTHER MEDIA.

:CONTENT- THING N THE MESSAGE

:ELEMENTS- GESTURES, SIGNS, LANGUAGE ETC

:TREATMENT- IS THE WAY IN WHICH THE MESSAGE IS CONVEYED TO THE RECEIVER.

:STRUCTURE- THE WAY IT HAS STRUCTURED

: CODE- IS THE FORM IN WHICH THE MESSAGE IS SENT. FORM LANGUAGE, TEXT, VIDEO
ETC

*C-CHANNEL

- IS THE MEDIUM USED TO SEND THE MESSAGE

- 5 SENSES OF HUMAN BEING IS THE CHANNEL

*R-RECIEVER

- IS THE PERSON WHO RECEIVES THE MESASAGE.

:COMMUNICATION SKILLS

:ATTITUDE

:SOCIAL SYSTEMS

: KNOWLEDGE

:CULTURE

CRITICISM IN BERLO'S MODEL

- THERE IS NO CONCEPT OF FEEDBACK

- NO CONCEPT OF NOISE AND BARRIERS

- LINEAR MODEL. NO TWO WAY

- BOTH UST BE SIMILAR ACCORDING TO ALLFACTORS MENTIONED ABOVE

3. LASSWELL'S MODEL OF COMMUNICATION

- COMMUNICATION THEORIST HAROLD D. LASSWELL (1902-1978) IN 1948. AKA

ACTION, LINEAR, ONE WAY REGARDED AS ONE OF THE MOST INFLUENTIAL
COMMUNICATION MODELS.

* COMPONENTS OF LASSWWELL'S MODEL

WHO(SENDER) - THE COMMUNICATOR OR SENDER - CONTROL ANALYSIS

SAYS WHAT(MESSAGE) - CONTENT OF THE MESSAGE- CONTENT ANALYSIS

CHANNEL(MEDIUM) - MEDIUM OR MEDIA- MEDIA ANALYSIS

TO WHOM(RECEIVER) - RECEIVER O AUDIENCE- AUDIENCE ANALYSIS

WITH WHAT EFFECT(FEEDBACK) - FEEDBCAK OF THE RECEIVER- EFFECT ANALYSIS

EXPLANATION OF THE DIFFERENT COMPONENTS

CONTROL ANALYSIS- HELPS THE SENDER TO HAVE ALL THE POWER

CONTENT ANALYSIS- IS ASSOCIATED TO STEREOTYPING AND REPRESENTATION

MEDIA ANALYSIS- WHICH MEDIUM SHOULD BE USED

AUDIENCE ANALYSIS- SHOWS WHO ARE THE TARGET POPULATION

EFFECT ANALYSIS- IS DONE BEFORE THE PROCESS STARTS.

4. SHANNON WEAVERMODEL OF COMMMUNICATION

- WAS CREATED IN 1948 WHEN CLAUDE ELWOOD SHANNON WROTE AN ARTICLE "A
MATHEMATICAL THEORY OF COMMUNICATION" IN BELL SYSTEM TECHNICAL
JOURNAAL WITHE WARREN WEAVER.

- SHANNON WAS AN AMERICAN MATHEMATICIAN WHEREAS WEAVER IS A SCIENTIST.

THE MATHEMATICAL THEORY CAME TO BE KNOW AS SHANNONS WEAVER MODEL OF
COMMUUNIACTION OR "MOTHER OF ALL MODELS". THIS MODEL IS MORE
TECHNONOLIGICAL THAN OTHER LINEAR MODELS.

*CONCEPTS IN SHANNON WEAVER MODEL

SENDER ( INFORMATION SOURCE): MAKES THE MESSAGE,CHOOSESS THE CHANNEL

ENCODER(TRANSMITTER): ENCODER THE SENDER WHICH USES MACHINE, WHICH

CONVERTS THE MESSAGE INTO SIGNAL OR BINARY DATA.

CHANNEL- MEDIUM USED TO SEND

DECODER(RECEIVER)- RECEIVER WHO TRANSLATES THE MESSAGE FROM THE SIGNALS.

RECEIVER(DESTINATION)- GETS THE MESSAGE. PROVIDES FEEDBACK

NOISE- PHYSICAL DISTURBANCE

2. TRANSACTIONAL MODEL OF COMMUNICATION

1. BARNLUND'S MODEL OF COMMUNICATION- DEAN BARNLUND IS A MULTI LAYERED

FEEDBCAK SYSTEMS.

- CONTINUOUS PROCESS

*COMPONENTS OF BARNLUND'S MODEL

CUES REFERS TO THE SIGNS FOR DOING SOMETHING. AS PER BARNLUND THERE ARE:
PUBLIC CUES, PRIVATE CUES, AND BBEHAVIORAL CUES.

PUBLIC CUES (Cpu) - ARE PHYSICAL, ENVIRONMENTAL, NATURAL, ARTIFICAL, MAN

MADE

PRIVATE CUES - AKA PRIVATE OBJECTS OF ORIENTATION WHICH INCLUDE SENSE OF

PERSON

BEHAVIORAL CUES CAN BE VERBAL (Cbehv) AS WELL AS NON-VERBAL (Cbehnv)

THE JAGGED LINES SHOWS THAT THE AVAILABILITY OF CUES CAN BE UNLIMITED AND
ARE DENOTED AS VVVV.

THE VALENCE SIGNS, +,0 AND - ARE ATTACHED TO THESE CUES WHICH ILLUSTRATES
THE AMOUNT/DEGREE/ STRENGTH OF ATTRACTIVENESS OF THE CUES IN THE MESAGE.

SEECH ACT REFERS TO THE PARTICULAR INSTANCE OF COMMUNICATION MODEL

FILTERS ARE THE REALITIES OF PEOPLE ENGAGED IN THE SITUATION

NOISE- IS THE PROBLEM

2. BECKER'S MOSAIC MODEL OF COMMUNICATION

- BECKER PROPOSED A COMMUNICATION MODEL IN "THE PROSPECT OF RHETORIC"

(1968

- EXPLAINS THE COMPLEXITY OF HUMAN COMMUNICATION

A SOURCE IS THE MESSAGE CREATOR

X ENVIRONMENT PHYSICAL PSYCHOLOGICAL SITUATION

X1 SENSORY EXPERIENCE THE FIRST THING THAT THE SOURCE SEES

X1,X2 OBJECTS OF ORIENTATION PERSON SOCIAL AND CULTURAL REALITY

X' MESSAGE INTERPRETATION OR CODING INTERPRETED WITH THE OBJECTS OF

ORIENTATION

B RECEIVER WHI GETS THE MESSAGE

X,b OBJECT OF ORIENTATION OF THE RECEIVER VIEWS AND IDEAS OF THE RECEIVER

f FEEDBACK RECEIVER FORMS ANOTHER MESSAGE AND SENDS IT BACK TO THE

SENDER

C GATEKEEPER ARE FOUND IN MASS COMMUNIATION. IS THE EDITOR WHI FILTERS THE
MESSAGE

OPINION LEADER ARE WELL KNOWN AND RECOGNIZED PEOPLE WHO CAN INFLUENCE
GATE KEEPERS LEVELS

1. INDIVIDUAL LEVEL- A PERSON'S GENDER SEXUAL ORIENTATION CULTURE LIKES

DISLIKES ETC

2. ROUTINE PRACTICE LEVEL- PRE ESTABLISHED SET OF RULES

3. COMMUNICATION ORAGANIZATIONS- POLICIES OF THE ORGANIZATION THAT IS

PUBLISHING THE WORK

4. SOCIAL INSTITUTIONS- SOCIAL SYSTEMS BY WHICH THE MESSAGE IS FORMED

5. SOCIETIES- SOCIETAL VALUES AND BELIEF SYSTEMS RULES AND NORMS