Communication Theory

Molly Anderson
 Outline of Presentation

 Afterreading this presentation, the learner will

be able to:
– identify the first two models of communication
– define mass communication
– and compare and contrast mass communication to
interpersonal communication
Models of Communication

A number of models of communication have

been proposed over the last fifty years. Most
of these models have been built and modified
from previous models.
What is Communication Science?

 Communication science concentrates on the

human aspect of processing information,
regardless of the medium or communication
system being utilized.
 These models are similar to each other, but
each adds at least one important element to
the process and definition of communication
Models of Communication

 Somecriticism has been made against these

models as being:
– to simplistic
– too linear
– and not reflective of the process of communication
itself.
Models of Communication

 However, understanding these models serves

the dual purpose of providing a foundation for
communication theory and improving
communication in multimedia.
 The “Linear Model of
Communication”

 The first major theory of communication was

developed by Claude Shannon, a
telecommunications engineer at Bell
Telephone laboratories.
 Years after Shannon’s model was introduced it
became a general model for human
communication, popularly known as a “linear
model of communication.”
 The “Linear Model of
Communication”

Message Signal Received Message

Signal

Information Receiver Destination

Transmitter
Source

Noise
source
The “Linear Model of
Communication”

 Shannon’s model as it applies to human

communication is based upon several
fundamental concepts, each of which required
definition and clarification
Information

 The word information in this theory is used in a

special sense that must not be confused with
its ordinary usage. In particular, information
must not be confused with meaning.
Message

 The message is the material that the

information source wishes to transmit to the
destination. The message may consist of
words spoken, sung, written, stored in a
computer and so on.
Information Source

 The information source is the entity that is

responsible for selecting or formulating a
particular, desired message out of a set of
possible messages. The information source is
where the message originates or is created.
Signal

 Thesignal is the form in which the message is

physically sent to the recipient.
Channel

 Thechannel is the medium over which the

signal is sent.
Transmitter

 The transmitter is the entity that changes the

message from the form in which it is created by
the information source into the form in which it
can be sent to the receiver, the signal.
Noise Source

A noise source is any entity that introduces

something to the signal that was not intended
by the information source.
Received Signal

 The received signal is the combination of the

signal and any noise that has been introduced
to the channel.
Receiver

 The receiver performs the opposite function

from the transmitter; it translates the signal into
the message in a form that can be processed
by the destination.
Destination

 The destination is the recipient of the message.

 Review

 Inthe basic concepts of Shannon’s model

which concept is responsible for the originating
and creating the message?
Information
Message
Signal

Information Source
Sorry

 The correct answer was

– D = Information Source
– The information source is where the message
originates or is created
Information Source is Correct!!
Schramm’s Model of
Communication

 Wilbur Schramm is considered one of the

founders of modern communication theory. He
played an important role in legitimizing
communication as a unique discipline in
academe. Schramm’s research and writing
dealt primarily with the process and effects of
mass communication.
Schramm’s Model of
Communication

 Schramm added some detail to the existing

model, he included feedback loops, and what
he termed “field of experience” and “role
exchangeability.”
Schramm’s field of experience
model.

Schramm’s model is best depicted graphical in two parts.

Field of Experience Field of Experience

Source Signal Destination

Decoder
Encoder
Schram’s model of communication
with feedback.

Message
Encoder Decoder
_________ ________
Interpreter Interpreter
________ ________
Decoder Encoder
Message

Feedback Feedback
Schramm’s Model

 Encoding and decoding are an integral part of

Shannon’s model, but Schramm emphasized
that these roles are performed by both the
sender and the receiver.
Review

 Schramm added a few essential details to

Shannon’s model of communication what was
one of the essential details?
Feedback
Signal
Receiver Signal
Transmitter
Correct!!

 Schramm added a feedback loop to the

existing model!
Sorry

 The correct answer was Feedback.

 Schramm added a feedback loop to the design.
Schramm’s Model

 Schramm introduced the concept he termed

“feedback” in his model of communication.
Feedback is the return process in which the
originator of a message also acts as the
recipient of a message resulting directly from
the first message.
Schramm’s Model

 In addition to obtaining feedback from the

recipient of the message, people are constantly
monitoring their personal communication
behavior and evaluating it- what is sometimes
termed “self-monitoring.”
 In face-to-face communication, feedback is
immediate and simultaneous. In mass
communication the feedback is delayed and
indirect.
Mass Communication

 Mass communication is defined traditionally as

a sender (usually a large media organization)
transmitting messages (usually one-way) to a
large, diverse and heterogeneous, anonymous,
geographically dispersed and socially distant
audience termed “the mass.”
Mass Communication

 Herbert Blumer and Robert E. Park, over 40

years ago summarized “the mass” as follows:
– First it is heterogeneous in composition, its
members coming from all groups of society.
– Second, it is composed of individuals who do not
know each other.
– Third, the members of the mass are spatially
separated from one another or exchanged
experience.
Mass Communication
– Fourth, the mass has no definite leadership and has
a very loose organization if any at all.
 Inaddition to the four points listed, many
scholars also note that mass communication
permits only a rather low level of interaction or
feedback both between the sender and the
receiver and among the members of the
audience, compared to face to face
communication.
Difference between mass and
Interpersonal communication

 Prior to the advent of personal computers, local

and wide area networks, multimedia and the
widespread use of e-mail and the World-Wide
Web, rather clear distinctions were drawn
between mass communication and
interpersonal communication.
Difference between mass and
Interpersonal communication

 Outlined below are the many differences.

– The size of the audience for mass communication is far larger.
– Mass communication consists of many individuals creating
one message.
– Mass communication is a one-way flow of information, not
interactive.
– Mass communication is mediated by sophisticated technology.

– Messages for mass communication are produced, packaged,

distributed, and public.
Review

True False
 Mass communication consist of many
individuals creating one message.
Correct!!
Sorry!!

 Theanswer was true, mass communication

consist of many individuals creating one
message.
Review

I hope after reading this short presentation on

communication you have gained a better
understanding of how the first two models were
developed as well as what mass
communication is and how it differs from
interpersonal communication.