Week 1-2

LESSON Introduction to Media and

1 Information Literacy

What is Communication?
Communication is the meaningful exchange of information between two or a group of
people.

One definition of communication is "any act by which one person gives to or receives
from another person information about that person's needs, desires, perceptions, knowledge,
or affective states. Communication may be intentional or unintentional, may involve
conventional or unconventional signals, may take linguistic or non-linguistic forms, and may
occur through spoken or other modes.

There are a lot of definitions for communication. some of them are:

 The act or process of using words, sounds, signs, or behaviors to express or

exchange information or to express your ideas, thoughts, feelings, etc., to someone
else (http://www.merriam-webster.com)
 The exchange of information and the expression of feeling that can result in
understanding (http://dictionary.cambridge.org)

What are the two Basic types of Communication?

1. Verbal Communication

The communication happens through verbally, vocally or through written words which
express or convey the message to other is called verbal communication.

Example: Baby crying (vocal) is verbal communication which express the hungry or pain through
vocally.

2 types of verbal communication

 Oral
 Written

2. Non-Verbal Communication

Any communication without word of mouth, spoken words, conversation and written
languages are called Non-Verbal Communication. It happens through signs, symbols, colours,
gestures, body language or any facial expressions are known as non verbal communication.
Traffic signals are one of the best examples for non verbal communication.

Process of Communication

The communication process is the steps we take in order to successfully communicate.

Components of the communication process include a sender, encoding of a message, selecting
of a channel of communication, receipt of the message by the receiver and decoding of the
message.
Elements of the Communication Process
1. Sender
2. Encoding
3. Message
4. Channel
5. Reciever
6. Decoding
7. Feedback
8. Noise

What is "Noise" in the communication process?

In communication studies and information theory, noise refers to anything that

interferes with the communication process between a speaker and an audience. It's also called
interference. Noise can be external (a physical sound) or internal (a mental disturbance), and
it can disrupt the communication process at any point. Another way to think of noise, notes
Alan Jay Zaremba, author of "Crisis Communication: Theory and Practice" is as a "factor that
reduces the chances of successful communication but does not guarantee failure."
(Nordquist,R., 2019)

2 types of Noise
1. Internal Noise
 Physiological Noise
 Psychological Noise
 Physical Noise
 Semantic Noise

2. External Noise

External noises are sights, sounds and other stimuli that draw people's
attention away from the message. For instance, a pop-up advertisement may draw
your attention away from a web page or blog. Likewise, static or service interruptions
can play havoc in cell phone conversations, the sound of a fire engine may distract
you from a professor's lecture or the smell of donuts may interfere with your train
of thought during a conversation with a friend (Verderber, K. et.al., 2019).

References:
 J Velentzas, G Broni. Communication cycle: Definition, process, models and examples. Retrieved
from https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=definition+of+communicati
on&btnG= on May 15, 2020; 11:37AM.
 https://study.com/academy/lesson/what-is-the-communication-process-definition-
steps.html Retrieved on May 15, 2020; 2:20PM
 Activity No. 1
Name: _______________________________________ Date: __________________________
Section: _____________________________________ Score: _________________________

I. Direction: Define the elements of the communication process.

Elements of the
Definition
Communication Process

1. Sender

2. Encoding

3. Message

4. Channel

5. Reciever

6. Decoding

7. Feedback

8. Noise

II. Direction: Define the following types of internal noise and discuss how it affects the
communication process.

Internal Noise Definition How it affects the communication process

1. Physiological Noise

2. Psychological Noise

3. Physical Noise

4. Semantic Noise
1.1 Communication Models

Communication is a complex process, and it is difficult to determine where or with whom

a communication encounter starts and ends. It can sometimes be helpful to consider different
communication models. Models of communication simplify the process by providing a visual
representation of the various aspects of a communication encounter. Models still serve a
valuable purpose for students of communication because they allow us to see specific concepts
and steps within the process of communication, define communication, and apply
communication concepts.

The three models of communication are the transmission, interaction, and transaction
models.

Transmission Communication Models

This model focuses on the sender and message within a communication encounter.
Although the receiver is included in the model, this role is viewed as more of a target or end
point rather than part of an ongoing process.

The transmission model of communication describes communication as a one-way,

linear process in which a sender encodes a message and transmits it through a channel to a
receiver who decodes it. The transmission of the message many be disrupted by
environmental or semantic noise.

Lasswell’s Communication Model (1948)

Harold Dwight Lasswell, the American political scientist states that a convenient way to
describe an act of communication is to answer the following questions
 Who
 Says What
 In Which Channel
 To Whom
 With what effect?

This model is about process of communication and its function to society, according to
Lasswell there are three functions for communication:

1. Surveillance of the environment

2. Correlation of components of society
3. Cultural transmission between generation

Lasswell model suggests the message flow in a multicultural society with multiple
audiences. The flow of message is through various channels. And also this communication
model is similar to Aristotle’s communication model. In this model, the communication
component who refers the research area called “Control Analysis”,
 Says what is refers to “Content Analysis”,
 In which channel is refers to “Media Analysis”,
 To Whom is refers to “Audience Analysis”
  With What Effect is refers to “Effect Analysis”

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

Advantage of lasswell model: Disadvantage of lasswell model:

 It is Easy and Simple  Feedback not mentioned

 It suits for almost all types of  Noise not mentioned
communication  Linear Model
 The concept of effect

Berlo’s SMCR Model of Communication (1960)

Berlo’s model follows the SMCR
model. This model is not specific to
any particular communication. Berlo’s
model includes a number of factors
under each of the elements:

 Source: The source is situated

where the message originates.
 Communication skills – It is the
skill of the individual to communicate. For example, the ability to read, write, speak,
listen etc.
 Attitudes – This includes attitudes towards the audience, subject and towards
oneself. For example, for the student, the attitude is to learn more and for teachers,
it is to help teach.
 Knowledge– Communicating also means that the person needs to be
knowledgeable about the subject or topic. For e.g. a teacher needs to know about
the subject in detail that he or she teaches so that they can communicate properly
such that the students understand here.
Note: It refers, not to the general knowledge, but to the knowledge of the subject that
the person is communicating and their familiarity with it.
 Social system – The social system includes the various aspects of society like
values, beliefs, culture, religion and a general understanding of society. It is where
the communication takes place. For example, classrooms differ from country to
country just like people’s behaviours and how they communicate, etc.
Note: We can communicate only to the extent that the social system allows. When we
communicate, we take the social system into account.
 Culture: Culture of a particular society also comes under the social system.

According to this model, people can communicate only if the above requirements are met
in the proper or adequate proportion.

 Encoder: The sender of the message, from where the message originates, is referred
to as the encoder. So the source encodes the message here.
 Message
  Content – The body of a message, from the beginning to the end, comprises its
content. For example, whatever the class teacher teaches in the class, from
beginning to end, is the content of the message.
 Elements – It includes various things like language, gestures, body language, etc.
They constitute all the elements of a particular message. Any content is
accompanied by some elements.
 Treatment – It refers to the packing of the message and the way in which the
message is conveyed or the way in which it is passed on or delivered. Note: When
there is too much treatment, communication will not go smoothly.
 Structure– The structure of the message refers to how it is arranged; the way people
structure the message into various parts
Note: Message is the same, but if the structure is not properly arranged then the
receiver will not understand the message.
 Code– The code of the message refers to the means through which it is sent and in
what form. It could be, for example, language, body language, gestures, music, etc.
Even culture is a code. Through this, people give and receive messages and
communication takes place.
Note: Only when the code is clear, the message will be clear. The wrong usage may
lead to misinterpretation.
 Channel– It refers to the five sense organs. The following are the five senses:
o Hearing
o Seeing
o Touching
o Smelling
o Tasting

Communication occurs through one or more of these channels.

 Hearing: The use of ears to receive the message. For example, orally transmitted
messages, interpersonal communication etc.
 Seeing: Visual channels, for example, watching television so the message is
conveyed through the scene/film.
 Touching: The sense of touch can be used as a channel to communicate. For
example, we touch, buy food, hugging our loved ones, etc.
 Smelling: Smell also can be a channel to communicate. For example, perfumes,
food, fragrances etc. Charred smell communicates something is burning. People
can deduct which food is being cooked by its smell etc.
 Tasting: The tongue is a muscular organ used in the act of eat and taste food. For
example, while a food is being shared, the communication can happen regarding
its taste.
Note: Despite not mentioning a medium, we need to assume that as communication
is taking place, channels can be any of the 5 senses or combination.
 Decoder: The person who receives the message and decodes it is referred to a
decoder.
 Receiver: The receiver needs to think all the contents and elements of the source,
so as to communicate/responds to sender effectively.

Berlo’s model believes that for effective communication to take place, the source and the
receiver need to be on the same level. Only then communication will happen or take place
properly. Hence, the source and the receiver should be similar.

For example, if the communication skill of the source is good, then the receiver should have
equally good listening skills.

It cannot be said that the receiver does not receive the whole message because even
though he may receive it, but may not be able to interpret its meaning. For effective
communication, the source and the receiver need to be on the same level.

Note: Self-image differs from person to person. For communication, the person should consider
the receiver, speak accordingly and give them what they need.
Interactive Communication Model
Interactive model (also known as convergence model) deals with exchange of ideas and
messages taking place both ways from sender to receiver and vice-versa. The communication
process take place between humans or machines in both verbal or non-verbal way. This is a
relatively new model of communication for new technologies like web.

In Interactive model, whenever a source sends a message to a receiver (source), he/she

encodes the message first. The encoded message is then received by the receiver where it is
decoded to get the original information. Again, the receiver acts as a source, encodes another
message (also knows as a feedback) and sends it back to the sender.

Osgood- Schramm Model Of Communication (1954)

The Osgood-Schramm model of

communication is a communication theory. It
explains how we communicate with one
another, mainly though speech, writing and
discourse. It emphasizes four key principles:

1. That communication is circular, not

linear. The listener can both receive and send
messages (in most instances).
2. That communication is usually equal and reciprocal
3. That there is a lot of interpretation involved when receiving a message
4. That all communication requires three steps: encoding, decoding and interpreting a
message.

Encoder – Who does encoding or Sends the message (message originates)

Decoder – Who receives the message
Interpreter – Person trying to understand (analyses, perceive) or interpret

Note: From the message starting to ending, there is an interpretation goes on. Based on this
interpretation only the message is received.
This model breaks the sender and receiver model it seems communication in a practical
way. It is not a traditional model. It can happen within our self or two people; each person acts
as both sender and receiver and hence use interpretation. It is simultaneously take place e.g.
encoding, interpret and decoding.

Semantic noise is a concept introduced here it occurs when sender and receiver apply
different meaning to the same message. It happens mostly because of words and phrases for
e.g. Technical Language, so certain words and phrases will cause you to deviate from the actual
meaning of the communication.

Note: When semantic noise takes place decoding and interpretation becomes difficult and people
get deviated from the actual message.

Advantage of Osgood- Schramm model of communication

1. Dynamic model- Shows how a situation can change

2. It shows why redundancy is an essential part
3. There is no separate sender and receiver, sender and receiver is the same person
4. Assume communication to be circular in nature
5. Feedback – central feature.

Disadvantage of Osgood- Schramm model of communication

This model does not talk about semantic noise and it assume the moment of encoding and
decoding.
White's Communication Model (1960)

The Eugene White model implies a step-by-step

sequence of events that starts with thinking in the
mind of the speaker and ends with monitoring also
by the speaker. Communication is a repetitive,
cyclical event but the dynamic quality of interaction
is not depicted. The speaker is the originator of the
communication process and the listener is a passive
reactor who does not initiate communication

According to Eugene White in his definition of

the model of communication, it is a repetitive
cycle. His 1960 model is that of a cyclical process composed of eight stages. These stages are
thinking, symbolizing, expressing, transmitting, receiving, decoding, feed-backing, monitoring
and thinking.

1. Thinking– a desire, feeling, or an emotion provides a speaker a stimulus to communicate

a need.
2. Symbolizing– before he can utter sounds, a speaker has to know the code of oral language
with which to represent his ideas and in order to make his selection.
3. Expressing– the speaker then uses his vocal mechanism to produce the sounds of
language accompanied by his facial expression, gestures, and body stance.
4. Transmitting– waves of sound spreading at 1,000 feet per second and waves of light
traveling at a speed of 186,000 miles per second carry the speaker’s message to his
listeners.
5. Receiving– sound waves impinge upon the listener’s ears after which the resulting nerve
impulsesreach the brain via the auditory nerve; light waves strike the listener’s eyes after
which the resultingnerve impulses reach the brain via the optic nerve.
6. Decoding– the listener interprets the language symbols he receives and thinks further.
7. Feedbacking– the listener may manifest overt behavior like a nod, smile, or yawn or he
may notshow any behavior at all (covert behavior like fast heartbeat, a poker face, etc.)
8. Monitoring– while the speaker watches for signs of reception or understanding of his
messageamong his listeners, he is also attuned to what’s going on inside him; the speaker
is receiving anddecoding messages about himself from his audience in order to adjust to
the particular situation.

Transaction Communication Model

Transactional model of communication is the exchange of messages between sender and
receiver where each take turns to send or receive messages. Here, both "sender" and "receiver"
are known as "communicators" and their role reverses each time in the communication process
as both processes of sending and receiving occurs at the same time.

The transactional model is the most general model of communication. Everyday talk and
interactions are also a form of transactional model communication. It is more efficient for
communicators with similar environment and individual aspects. For instance,
communication between people who know each other is more efficient as they share same
social system.

Shannon-Weaver’s Communication Model

(1948)

In 1948, Shannon was an American

mathematician, Electronic engineer and Weaver
was an American scientist both of them join
together to write an article in “Bell System
Technical Journal” called “A Mathematical Theory of Communication” and also called as
“Shannon-Weaver model of communication”.

This model is specially designed to develop the effective communication between sender
and receiver. Also they find factors which affecting the communication process called “Noise”.
At first the model was developed to improve the Technical communication. Later it’s widely
applied in the field of Communication.

The model deals with various concepts like Information source, transmitter, Noise,
channel, message, receiver, channel, information destination, encode and decode.

 Sender : The originator of message or the information source selects desire message
 Encoder : The transmitter which converts the message into signals

Note: The sender’s messages converted into signals like waves or Binary data which is
compactable to transmit the messages through cables or satellites. For example: In
telephone the voice is converted into wave signals and it transmits through cables

 Decoder : The reception place of the signal which converts signals into message. A
reverse process of encode

Note : The receiver converts those binary data or waves into message which is
comfortable and understandable for receiver. Otherwise receiver can’t receive the exact
message and it will affect the effective communication between sender and receiver

 Receiver : The destination of the message from sender

Note : Based on the decoded message the receiver gives their feed back to sender. If the
message distracted by noise it will affect the communication flow between sender and
receiver

 Noise: The messages are transferred from encoder to decoder through channel. During
this process the messages may distracted or affected by physical noise like horn sounds,
thunder and crowd noise or encoded signals may distract in the channel during the
transmission process which affect the communication flow or the receiver may not
receive the correct message

Note : The model is clearly deals with external noises only which affect the messages or
signals from external sources. For example: If there are any problems occur in network
which directly affect the mobile phone communication or distract the messages

Practical Example of Shannon-Weaver model of communication:

SENDER Thomson
Thomson made call to his assistant
“come here I want to see you”. During his call, ENCODER Telephone (Thomson)
noise appeared (transmission error) and his CHANNEL Cable
assistant received “I want” only. Again NOISE Distraction in voice
Assistant asked Thomson (feedback) “what do RECEPTION Telephone (Assistant)
you want Thomson”. RECIEVER Assistant

Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages.
*The noise which affect the communication flow between them.
Westley and MacLean’s Model of Communication (1957)

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.

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.

X1, X2, X3 and X4….—are news articles or information, Feedback (f), Clients (A),
Reader or Audience (B) and Gate Keeper (c)

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.

References:
http://communicationtheory.org/lasswells-model/
http://communicationtheory.org/shannon-and-weaver-model-of-communication/
https://www.communicationtheory.org/westley-and-macleans-model-of-communication/
 Activity No. 2
Name: _______________________________________ Date: __________________________
Section: _____________________________________ Score: _________________________
 Activity No. 3
Name: _______________________________________ Date: __________________________
Section: _____________________________________ Score: _________________________

1. This model focuses on the sender and message within a communication encounter
2. This model is about process of communication and its function to society
3. This model is not specific to any particular communication and follows the
SMCR model
4. Also known as convergence model
5. Communication model based on communication theory. It explains how we
communicate with one another, mainly though speech, writing and discourse
6. implies a step-by-step sequence of events that starts with thinking in the mind
of the speaker and ends with monitoring also by the speaker
7. the exchange of messages between sender and receiver where each take turns
to send or receive messages
8. This model is specially designed to develop the effective communication
between sender and receiver
9. This model can be seen two contexts, interpersonal and mass communication.