Assignment: Models of Communication
Introduction
Communication is a fundamental human activity, shaping relationships, societies, and
cultures. It is the process by which people exchange information, ideas, emotions, and
meaning through verbal, nonverbal, and written channels. As human societies have
grown more complex, so too has the study of communication, especially with the rise of
mass media and digital technologies. To analyze and understand this intricate process,
scholars have developed various models of communication. These models act as
conceptual maps, breaking down the process into key components and illustrating how
messages are transmitted, received, and interpreted. This assignment delves into the
meaning, significance, and evolution of communication models, highlighting some of
the most influential frameworks proposed by leading theorists.
Meaning and Importance of Communication Models
A communication model is a simplified, often visual, representation of the
communication process. It serves as a tool to help us understand how communication
works, what elements are involved, and how these elements interact. The importance of
communication models lies in their ability to:
Clarify the Process: By breaking down communication into distinct parts (such as
sender, message, channel, receiver, feedback, and noise), models make it easier to
understand how information flows.
Identify Key Elements: Models highlight the roles and responsibilities of each
participant in the communication process.
Illustrate Flow and Direction: They show whether communication is one-way (linear) or
two-way (interactive), and how feedback loops operate.
Facilitate Research and Analysis: Models provide a structured framework for studying
communication, diagnosing problems, and developing strategies for improvement.
Bridge Theory and Practice: They help both scholars and practitioners apply theoretical
concepts to real-world communication scenarios.
Development of Communication Models
The study of communication models has evolved significantly over time. Early models
were simple and linear, focusing on the transmission of messages from one person to
another. As understanding deepened, later models incorporated feedback, context, and
the influence of social and cultural factors. The development of mass media and digital
communication further expanded the scope and complexity of these models.
Key Models of Communication
1. Lasswell’s Model (1948)
Lasswell’s model is one of the earliest and most influential frameworks in
communication studies. It breaks down the communication process into five key
questions:
Who (the communicator)
Says What (the message)
In Which Channel (the medium)
To Whom (the audience)
With What Effect (the outcome)
This model is particularly useful for analyzing mass communication, such as news
broadcasts or advertising campaigns, where the focus is on the impact of the message
on the audience.
2. Shannon-Weaver Model (1949)
Developed by Claude Shannon and Warren Weaver for telephone communication, this
model introduced the concept of ‘noise’—any interference that can distort the
message. The model consists of:
Information Source: Originates the message.
Transmitter: Encodes the message into signals.
Channel: The medium through which the message travels (e.g., phone line, radio
waves).
Receiver: Decodes the message.
Destination: The intended recipient.
The Shannon-Weaver model is widely used in engineering, telecommunications, and
information theory, but its concepts apply to all forms of communication.
3. Osgood’s Model (1954)
Charles Osgood’s model presents communication as a circular, rather than linear,
process. Both participants act as sender and receiver, continuously encoding,
decoding, and interpreting messages. This model emphasizes the interactive and
reciprocal nature of communication, making it especially relevant for interpersonal and
group communication.
4. Schramm’s Model (1971)
Wilbur Schramm expanded on earlier models by introducing the concepts of encoder,
decoder, feedback, and noise. He stressed the importance of shared experience and
context, arguing that effective communication depends on the overlap between the
sender’s and receiver’s fields of experience. Schramm’s model also highlights the role
of feedback in ensuring that the message is understood as intended.
5. Gerbner’s Model
George Gerbner’s model focuses on the perception and interpretation of messages. It
distinguishes between the actual event (reality) and the message about the event,
emphasizing that meaning is shaped by both the sender’s and receiver’s cultural and
social contexts. This model is particularly useful for analyzing media content and its
effects on audiences.
6. Newcomb’s Model (1953)
Theodore Newcomb’s triangular model explains the role of communication in
maintaining social equilibrium. It shows how communication helps individuals or
groups align their attitudes and beliefs towards a common object or event, thereby
promoting social harmony and stability.
7. Westley and MacLean’s Model (1957)
Bruce Westley and Malcolm MacLean introduced the concept of the ‘gatekeeper’ in
mass communication. Their model illustrates how messages are selected, filtered, and
modified by intermediaries (such as editors or journalists) before reaching the
audience. This model is particularly relevant to news media and the study of media
effects.
Conclusion
Models of communication are essential tools for understanding the complex and
dynamic nature of human interaction. They provide structured frameworks that simplify
and clarify the process, making it easier to study, teach, and improve communication.
From the straightforward, linear models of Aristotle and Lasswell to the more interactive
and dynamic models of Schramm and Osgood, each model offers unique insights into
how messages are created, transmitted, received, and interpreted. As communication
continues to evolve with advances in technology and changes in society, these models
remain foundational in both academic study and practical application, guiding effective
communication in personal, social, and mass media contexts.
References:
Unit-2.pdf: Models of Communication
B. Aubrey Fisher, Perspective on Human Communication, MacMillan, 1978.
Wilbur Schramm and Donald F. Roberts (eds.), The Process and Effects of Mass
Communication, Univ. Of Illinois Press, 1971.
John Fiske, Introduction to Communication Studies, Methuen, London, 1982.
