Communication model

Models and theories of communication

• Models are symbolic representations of structures, objects or operations.
They are useful theoretical constructs that are frequently used in social
science for explanatory purposes.
• They may be used to show the size, shape or relationship of various parts or
components of an object or process.
• A model may also be useful in explaining the working of a system.
Concepts of model
• It is representation of the process of communication in the same sense that a
blueprint is a representation of house
• Models are symbolic representations of structures, objects or operations
Purpose of models
• Communication models serve three main purposes
• They describe the process of communication.
• They visually show relationship among the variables involved in
communication and
• They aid in finding and in correcting communication problems
Model of communication
Linear communication model
1. Lasswell’s model
2. Aristotle’s model
3. Berol's SMCR model
4. Shannon &Weaver model
Transactional model
1. Barlund’s model
2. Eugene White’s Model of Communication
3. Dance’s Helical Model of Communication
Interactive model
1. Osgood-Schramm
2. White’s model
3. Westley and Maclean’s models
 Model of communication
Linear model
• The linear model of communication is a one-way interaction where feedback is not
present. Linear is the primary communication model, whereas the transactional model is
formed based on the linear model. The sender communicates with the receiver without
receiving feedback. It also represents the one-way process of communication.
• Many scholars have established linear communication models, such as Aristotle’s,
Shannon-Weaver’s, Lasswell’s, and Berlo’s SMCR Model of Communication.
Interactive model
• The interactive model of communication refers to the two-way method of
communication with feedback. However, feedback is not simultaneous, so it provides
slow and indirect feedback. Sometimes, the communication can be linear if receivers do
not reply to senders. The interactive model of communication indicates mediated and
internet-based communication.
• For example, Osgood-Schramm and Westley and Maclean’s models are interactive
communication models.
Model of communication
Transactional model
• The transitional model of communication seems like a two-way process of
communication with immediate feedback. Simultaneous feedback is the essential
component of the transitional models of communication. So, the communication
process will not become transactional if there is no feedback. The feedback is
direct and very fast. The receiver is compelled to provide instant feedback. The
major difference between the interactive and transactional models is indirect and
direct feedback.
• For example, Wilbur Schramm’s model of communication, Barnlund’s
transactional model of communication, Dance’s Helical model of
communication, and Eugene white’s communication model are transitional
communication models.
Model of communication
Components of linear communication
• Sender is the person who sends a message after encoding.
• Encoding is the process of converting the message into codes compatible with
the channel and understandable for the receiver.
• Decoding is the process of changing the encoded message into understandable
language by the receiver.
• Message is the information sent by the sender to the receiver.
• Channel is the medium through which the message is sent.
• Receiver is the person who gets the message after decoding.
• Noise is the disruptions that are caused in the communication process in channel
or in understandability of the message.
Model of communication
Aristotle’s model (384-322 BC)
The first and earliest linear model is that of Aristotle, who was a teacher of
Rhetoric and even put up an academy to produce good speakers.
First basic persuasive model of communication.
According to Aristotle, communication has three ingredients
1. Speaker – the person who speaks
2. Speech – the speech that the individual produces
3. Audience – the person who listens
Model of communication
Many other models were developed from this model. It is a one-way process flowing from
the communicator to the receiver. He did not include feedback which can play a major role
in influencing the speaker. Eg: Extension worker gave speech to farmers in the FFS about
IPM.
Speaker - Extension worker
Speech - about IPM
Occasion - FFS
Audience - Farmers
Effect - To use IPM technology
Criticisms of Aristotle’s Model
There are few criticisms around this model. Some of them are:
There is no concept of feedback, it is one way from speaker to audience.
There is no concept of communication failure like noise and barriers.
This model can only be used in public speaking.
Model of communication
Many other models were developed from this model. It is a one-way process flowing
from the communicator to the receiver. He did not include feedback which can play
a major role in influencing the speaker. Eg: Extension worker gave speech to farmers
in the FFS about IPM.
Speaker - Extension worker
Speech - about IPM
Occasion - FFS
Audience - Farmers
Criticisms of Aristotle’s Model
There are few criticisms around this model. Some of them are:
There is no concept of feedback, it is one way from speaker to audience.
There is no concept of communication failure like noise and barriers.
This model can only be used in public speaking.
Model of communication
Shannon Weaver model
The Shannon Weaver model was first proposed in the 1948 article “A Mathematical Theory of
Communication” in the Bell System Technical Journal by Claude Shannon and Warren
Weaver.
This model is in particular relation to electronic media and also commonly known as
mathematical model of communication
The Shannon-Weaver model is the first to highlight the role of 'noise' in communication,
which can disrupt or alter a message between sender and receive
Model of communication
• Sender: The originator of message or the information source selects desire message.
• Encoder: The transmitter which converts the message into signals. [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. [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. [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: Message distraction or affected by physical noise like horn sounds, thunder and crowd
noise or in the channel during the transmission process
Model of communication
Criticism of the Shannon weaver model
• It can be applied more for interpersonal communication than group communication and mass
communication.
• Receiver plays the passive part in the communication process as sender plays the primary
role that sends messages.
• Feedback is taken as less important in comparison to the messages sent by the sender.
• The model is taken by some critics as a “misleading misrepresentation of the nature of human
communication” as human communication is not mathematical in nature
Model of communication
Berlo’s model of communication
• In 1960, David Berlo postulated Berlo's
Sender-Message-Channel-Receiver
(SMCR) Model of Communication from
Shannon Weaver's Model of
Communication (1949).
• He described factors affecting the
individual components in the
communication making the
communication more efficient.
• This model also focuses on encoding and
decoding which happens before sender
sends the message and before receiver
receives the message respectively.
Model of communication
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.
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.
Model of communication
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.
Model of communication
Channel– It refers to the five sense organs. The following are the five senses:
Hearing
Seeing
Touching
Smelling
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.
Model of communication
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
Model of communication
Criticism of Berlo’s SMCR model of communication:
There is a lack of feedback. The effects are practically unknown.
It does not mention the barriers to communication.
There is no room for noise.
It is a rather complex model.
It is a linear model of communication.
It requires people to be on the same level for effective communication to happen. However, that rarely happens in
everyday life.
The main drawback of the model is that it omits the usage of sixth sense as a channel of communication, which is
an asset to human beings (thinking, understanding, analyzing etc.)
Model of communication
Leagan’s model of communication
Leagans (1961) defined communication as a process by which two or more people exchange ideas, facts, feelings,
impressions, in ways that each gains a clear understanding of the meaning intent and use of the message
Success in communication requires thorough understanding of the six elements of communication, a skilful
communicator sending useful message through proper channel, effectively treated, to an appropriate audience that
responds as desired.
The key elements-
Leagan’s emphasizes on treatment of message and audience response from his background in extension education.
According to him, one should continue to communicate, repeat, motivate, persuade, until the desired response
occurs on the part of the receivers.