COMMUNICATION MODELS

Group 3
BABRC 3-1

Angelica Ampoloquio
Rommel Drona Jr.
Shirley May Dizon
Mark Louie Macatangay
Joecelyn Lita
Aimee Reynancia
Strawberry Cruz
Liwai Miranda
Sheryl Andrea Pios
 Communication
Models
Models of communication refers to the
conceptual model used to explain the
human communication process.
 COMMUNICATION
MODELS
-visualization of the communication
process.
- performs certain function in developing
communication skills and efficiency.
 TEACHING THE ELEMENTS
OF COMMUNICATION
PROCESS
Communication model organize the
various elements and the process of the
communication act in a meaning and
interesting way.
 CONDUCTING
RESEARCH
Communication model presents various
aspects of communication logically that
help the researchers are in
understanding the pattern of
communication.
 FORECASTING or
PREDICTIONG
Communication model's function to
predict or forecast the success or failure
of a particular communication process.
Lasswell’s Model
of Communication
 Who – Control analysis

What – Content analysis

Channel – Media analysis

Whom – Audience analysis

Effect – Effect analysis

5 Components
• Positive Effect
Suitable description of communication
Easy to understand

• Negative Effect
Communication = one way process
Complexity of everyday communication
neglected.
Lasswell’s Model Example: Presidential Media

Event Who: George Bush & Kim Dae-Jung

What: War with Iraq; Tense relations with North Korea

Which channel: Whitehouse Webpage

to Whom: American public

With What Effect: Positive PR for Bush’s international

program in
SCHRAMM’S
MODEL
When was Schramm’s model developed?
• Originally introduced by Wilbur Lang
Schramm in 1954; born 1907 - 1987
• Later on adapted from the theories of
another Scientist, Benjamin Osgood.
• Also called as Osgood - Schramm Model
of Communication
• Developed to know the entire process of
communication and to understand the
flow
Four Components of Schramm Model
of Communication:
• Encoder (Sender) is the one who sends
the message.
• Decoder (Receiver) is the one who
receives the message.
• Interpreter: is the one who is trying to
understand or interpret the message.
• The message is something that is
conveyed from one person to another.
SHANNON AND
WEAVER’S MODEL
In 1948, Shannon was an American
mathematician, Electronic engineer and Weaver
was an American scientist both of them join
together to write an article in “Bell System
Technical Journal” called “A Mathematical
Theory of Communication” and also called as
“Shannon-Weaver model of communication”.
This model is specially designed to develop the
effective communication between sender and
receiver. Also they find factors which affecting
the communication process called “Noise”. At
first the model was developed to improve the
Technical communication. Later it’s widely
applied in the field of Communication.
Sender : The originator of message or the
information source selects desire message
Encoder : The transmitter which converts the
message into signals
Note: 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
Note : 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
Note : 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: The messages are transferred from encoder to
decoder through channel. During this process the messages
may distracted or affected by physical noise like horn
sounds, thunder and crowd noise or encoded signals may
distract in the channel during the transmission process which
affect the communication flow or the receiver may not
receive the correct message
Note : The model is clearly deals with external noises only
which affect the messages or signals from external sources.
For example: If there is any problems occur in network which
directly affect the mobile phone communication or distract
the messages
GERBNER MODEL
George Gerbner (1919 - 2005) was a
professor of communication and the
founder of cultivation theory.
• One of the pioneers of communication
research.
• In 1956, he attempted the general
purpose of communication model.
• Proposed two dimensions in the
communication process of
communication:
 WESTLEY AND
MACLEAN MODEL
 It was suggested by Bruce Westley
(1915-1990) and Malcolm S. MacLean
Jr. (1913-2001) in 1957. This model
was an adaptation from Newcomb’s
model of communication, which talked
about co-orientation for simultaneous
orientation in a two way communication.
It also consisted of some concepts from
Lewin’s model.
-Unlike Dance’s Helical Model of
Communication, the model says that
communication does not begin when one
person starts speaking, but it does when
a person responds to something from
his/her surroundings. The person must
first receive message from the
environment and then, he/she responds
according to his/her object of
orientation.
-The Westley and MacLean’s model can
be applied in two contexts: interpersonal
and mass communication, the point of
difference being the feedback.
Feedback is direct and fast in
interpersonal communication and indirect
and slow in mass communication. The
model also differentiates message as
purposive and non-purposive.
RILEY AND RILEY’S
MODEL
John W. and Matilda White Riley, the
husband and wife team of sociologists from
Brunswick published many articles together
on communication. The Riley developed a
model to illustrate the sociological
implications in communication. They discuss
their ideas about communication theory in
an article entitled “Mass Communication
and the Social System” (Sociology Today,
1959). The basis for their ideas lies in the
work of Aristotle and Lasswell, and point
out the importance of the sociological view
in communication in another way.
Importance of the Model:
• The model clearly illustrates that
communication is a two-way
proposition.
• Communicator and recipient are
interdependent and interrelated by
feedback mechanisms.
• Communicator and receiver are part
of a larger social context (be it family,
community, or work place); and are
not acting in isolation.
 OSGOOD-
SCHRAMM MODEL
IT IS A CIRCULAR MODEL, SO THAT
COMMUNICATION IS SOMETHING
CIRCULAR IN NATURE

Encoder – Who does encoding or Sends

the message (message originates)

Decoder – Who receives the message

Interpreter – Person trying to understand

(analyses, perceive) or interpret
This model breaks the sender and receiver model it
seems communication in a practical way. It is not a
traditional model.

It can happen within our self or two people; each

person acts as both sender and receiver and hence
use interpretation. It is simultaneously take place
e.g. encoding, interpret and decoding.

Semantic noise is a concept introduced here it occurs

when sender and receiver apply different meaning
to the same message. It happens mostly because of
words and phrases for e.g. Technical Language, So
certain words and phrases will cause you to deviate
from the actual meaning of the communication.
Advantage of Osgood- Schramm model
of communication

• Dynamic model- Shows how a situation

can change
• It shows why redundancy is an essential
part
• There is no separate sender and receiver,
sender and receiver is the same person
• Assume communication to be circular in
nature
• Feedback – central feature.
Disadvantage of Osgood- Schramm
model of communication

• This model does not talk about

semantic noise and it assume the
moment of encoding and decoding.
MALETZKE’S MODEL
Maletzke describes a model based on an
idea of media defined by a set of
defining characteristics.
Mass communication is public, uses
technical means, it has an indirect
character (using intermediaries) and
unilateral (the communicator and
communicates with receiver) and projected
onto a sparse audience.
Maletzke presents the receiver in its individual
dimension, the subject of a personality, training,
experience and interests that make him one with
singularity at the fact of perception or reception
of the message.

The receiver is part of a shared social structures

and media audience segments.

It also influences the image that the receiver has

the communicator, which gives him credibility.
Maletzke's Model of Mass Communication