COMMUNICATION MODELS

Model is something used to represent another for simplicity In communication, model is the
diagrammatical representation of communication process. The importance of model include
the following:
1. It helps you to organize information flow especially in communication process
2. It helps to predict communication flow especially the role exchange between the
sender and receiver
3. Model can help you discover unknown facts in the course of communication process. If
you conversant with model, it guides you as one engages in communication process.
4. Lastly, it tells you what you should expect in the process of comm.
The first model of communication to be discussed is LASSWELL MODEL OF 1948
Harold Lasswell gave three traditional functions of mass media. According to him, the functions
are:
1. Surveillance of the environment
2. Correlation of information and interpretation of such information
3. Transmission of cultural and social heritage
Now, Lasswell's model says that communication process involves the following:
Who - source of information
Says what - his message
In which channel- the medium the source is using
To whom - the target audience in this case, the receiver
With what effect - the impact of the message on the receiver.
The second model is SHANNON AND WEAVER MODEL. This model is generally regarded as
engineering model or mathematical model because of the way it was conceived by the

profounder.
Above is the diagrammatical representation of Shannon and weaver model. The model is best
used to explain communication process in the media especially in broadcast media. The
elements are
A. Source
B. Transmitter
C. Receiver - your radio or TV antenna
D. Destination - audience
E. Noise
F. Feedback.
Aside the traditional functions of mass media given by Lasswell, Charles Wright also says that
mass media also inform, educate and entertain and he now came with the concept of
edutainment and infotainment, these mean education and entertainment and information and
entertainment.
The next model is OSGOOD MODEL OF 1954: This model of communication focuses on the
social nature of communication. He then, reduces the elements of communication into just:
Source and receiver. According to Osgood, both should be seen as a single system due to their
interactive nature as defined by feedback, meaning that, when once symbols in terms of
message is shared between the source and receiver is meaningful, feedback will be generated.
NOTE: Osgood and Lasswell models are more face to face or interpersonal communication
unlike that of Shannon and Weaver model which is mathematical and mechanical.
WILBUR SCHRAMM MODEL OF 1954: Schramm model says that human communication as
explained by Osgood can be adapted to electronic communication such as radio, telephone and
TV as explained by Shannon and weaver. In other words, he is talking about the role of human
communication in electronic communication. He is that, human voice on radio or TV or phone
can help to prevent noises caused by distortion and poor signals.

DAVID BERLO’S SMCR MODEL OF 1960: Berlo’s SMCR Model of Communication represents the
process of communication in its simplest form. The acronym SMCR stands for Sender, Message,
Channel, and Receiver. Berlo’s SMCR Model of Communication describes the different
components that form the basic process of communication. Because this communication tool
also emphasizes the coding and decoding of the message, it can be used for more efficient
communication.
SENDER

The sender of the message is the source who creates and sends the message to the receiver.
The source is the start of the communication process and is the person who encodes the
message. Factors that may influence the sender are also applicable to the receiver. Consider
how the message is interpreted, for example. Berlo’s SMCR Model of Communication identifies
the following factors that affect the source:

I. Communication skills: This include reading, listening, speaking etc.

II. Attitude: One’s attitude in relationship to the audience, receiver and subject changes
the meaning and consequence of the message.

III. Knowledge: Familiarity with the subject of the message makes communication more
effective.

IV. Social systems: Values, beliefs, religion and rules influence the way in which the sender
communicates the message, alongside location and circumstances.

V. Culture: Cultural differences may result in the message being interpreted differently

MESSAGE

The message is the package of information or meaning that is sent from sender to receiver. The
message can be sent in various forms, such as audio, speech, text, video or other media. The
sender of the messages always wants the receiver to interpret the message in a certain way.
The source’s intention is therefore translated into a coded message. The receiver should
understand the message with reasonable accuracy. The message is influenced by:

I. Content: The content of the message from beginning to end.

II. Elements: Elements are (non)verbal aspects, such as gestures and signs, that may
influence the message.

III. Treatment: Treatment refers to the way in which the message is sent, the message’s
packaging.

IV. Structure: As the word suggests, the structure of the message refers to the way in which
it is structured.
 V. Code: The code of the message is the form in which the message is sent. This may
include text, language, video, gestures, music, etc.

CHANNEL

The channel is the medium used to send the message. The medium must be able to be picked
up by the sensory system of the receiver and may therefore involve vision, sound, smell, taste
or touch. Humans have the following senses:

I. Hearing
II. Seeing
III. Touching
IV. Smelling
V. Tasting

Mass communication always involves technical tools, such as phones, the Internet and
television. In these cases, the transmitted information is assimilated via vision and sound.

RECEIVER

The receiver is the person who receives and subsequently decodes the coded message. In a
linear communication process, the receiver is always located at the end. In order to make
communication as effective and smooth as possible, Berlo’s SMCR Model of Communication
assumes the receiver’s thinking pattern must be in accordance with that of the sender. The
same factors therefore influence this component in Berlo’s SMCR Model of Communication.
After all, the receiver decodes the message him/herself and gives it their own meaning.

Note: One shortcoming of this model is that it’s devoid of noise.

2. Noise: After the message is sent, noise may occur. This noise disrupts the source and
message and causes the receiver to only partially receive the message or not at all. Internal
noise refers to a state in which part of the communication process, the receiver for example, is
not feeling well, or not entirely focused. As a result, the receiver may miss out on certain parts
of the message. External noise, on the other hand, may be caused by background noise during a
phone call, for example. This also causes the receiver to potentially misunderstand certain parts
of the message.