Models in

Mass Communication

Theoretical Models
In science, scientist often construct theoretical
models, which are suppositions/ assumptions
about a particular phenomenon or aspect of
science.
Then scientists carry out experiments to see if
the model has any validity, or sheds any insights
on existing knowledge.

 Often models have to be modified in response to

those experiments, but without the model in the
first place those experiments would not have
been carried out.

In media theory, the same occurs.

Example
An idea is suggested by a scholar.
The scholar offers some evidence to support his
assertion, and shows how his model responds to
existing knowledge and theory.
Subsequent academics question, criticize and
test the model.

Cont
Some see the model as having some validity, and
others argue it needs major revision if it is to be of
any use.
A wealth of research which offers insights into the
model will be carried out.
One of theorys purposes is to give the impetus for
newer kinds of research, which can open up a range
of debates, and further knowledge to a great
degree. .

Models of Communication
Harold Lasswell (1948) said that a convenient way to
describe communication is to answer the question:
* Who?
* Says what?
* Through which channel?

* To whom?
* With what effect?

Harold Laswells (1948)

Model Of Communication

Shannon and Weaver (1949)

Model Of Communication

Message

Information
source

Transmitter
Signal

Sender

Message

Received
Signal

Channel

Receiver

Telephone

Telephone
cables
Noise Source

mmmn
Signal interferences

Destination

Receiver

Osgood and Schramms

Model of Communication

Schramms Field of Experience

Schramms
Model of Communication