Professional Documents
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COMMUNICATION
Department of Development Communication
Central Luzon State University
Science City of Muñoz, Nueva Ecija
ELEMENTS OF THE COMMUNICATION PROCESS
Berlo’s Model of Communication (1961)
ELEMENTS OF THE PROCESS
Berlo’s Model of Communication (1961)
FEEDBACK
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SOURCE
Source
• refers to a person
不足or a group of persons “with a purpose, a
之二
reason for engaging in communication” (Berlo, 1961).
• The source
不足 initiates the communication process.
之三
• Also referred to as the encoder, sender, information, source
or communicator.
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SOURCE
Receiver
• refers to the person
不足or group of persons at the other end of
之二
the communication process.
• He or she
不足is the target of the communication (Berlo, 1961).
之三
• The receiver listens when the source talks; the receiver
reads what the source writes.
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SOURCE
Message
• A source must have
不足something to transmit.
之二
• His or her purpose is expressed in the form of a message.
• The message
不足 may be an idea, purpose or intention that has
之三
been translated into a code or a systematic set of symbols
(Berlo, 1961).
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A message has three factors:
SOURCE
Channel
• modes of encoding 不足 and decoding the messages
之二
(e.g. speaking)
• message 不足vehicles (sound waves)
• vehicle之三
carriers (air)
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Channel SOURCE
Effect SOURCE
• The outcome of a communication or the response of the
不足
receiver to the message
之二 of the source.
• Sometimes it adheres to the desired outcome of the source,
不足
sometimes
之三 the effect is not the desired outcome.
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Effect SOURCE
1. Overt Effect – obvious or visible; responses include non-
verbal cues (nodding of head, signing of a contract).
2. Covert Effect – non-observable but sometimes they are
不足important.
the most
之三
* Communication can result in motivation or persuasion. It may
lead to awareness, interest, decision, or action.
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Feedback
SOURCE
• When an individual communicates with himself, the
messages he encodes are fed back into his system by his
decoder (Berlo, 1960).
不足
• A communication response is feedback to both source and
之三
receiver.
• Feedback could take form of non-verbal or verbal cues.
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Communication as a process
and its four attributes:
SYSTEMATIC
A
Consist of group of
DYNAMIC elements which interact to
On-going; ever-changing, influence each other and
with no clear beginnings the system as a whole.
and endings.
D
LESSON 3: LEVELS OF
COMMUNICATION
Department of Development Communication
Central Luzon State University
Science City of Muñoz, Nueva Ecija
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LEVELS OF COMMUNICATION
1. Intrapersonal Communication
✓ communication with oneself.
2. Interpersonal Communication
✓ often defined as face-to-face communication
✓ person-to-person communication – communication between one person,
a group, or a room full of people at one time but still on a person-to
person basis.
3. Small Group Communication
4. Public Communication
✓ when a group becomes too large for active participation by group
members then we have public communication.
✓ the channel for public communication is the same as group
communication i.e. sight and sound, however with louder voice and
audio visual aids to cater for the large audience. The opportunity for
feedback is limited.
5. Organizational Communication
✓ It is the ‘organizational behavior’ that takes place and how those
engaged in that process transact and assign meaning to what is taking
place.
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LEVELS OF COMMUNICATION
6. Mass Communication
✓ A communication that employs technological devices (radio, television,
films) to disseminate symbolic content to large, heterogeneous, and
widely dispersed audiences (Janowitz, 1968 and McQuail, 1981).
✓ Communicating with large group of people at one time through the use of
social media.
LESSON 4 : MODELS OF
COMMUNICATION
Department of Development Communication
Central Luzon State University
Science City of Muñoz, Nueva Ecija
MODELS OF COMMUNICATION
1. Laswell’s Model
• Harold D. Laswell, an American political scientist.
S M C R E
Who? Says What? In which To whom? With what
channel? effect?
• Limitations: omits the elements of feedback; the model took for granted
that the communication is mainly a persuasive process.
MODELS OF COMMUNICATION
Noise
Source
3. Newcomb’s Model
X
• Introduces the role of communication in a
society or social relationship.
• Communication maintains equilibrium
within a social system
• If A and B have similar attitudes about X,
then the system is in equilibrium. Should
their attitudes differ, then there is no A B
equilibrium and A and B must communicate
to find a way to put their system in balance.
MODELS OF COMMUNICATION
• Cyclical representation
Encoder Encoder
“…it is misleading to think of Interpreter Interpreter
communication process as starting
Decoder Decoder
somewhere and ending somewhere.
It is really endless (Schramm, 1954)
Message
MODELS OF COMMUNICATION
6. Berlo’s Model
• David Berlo
• SMCRE Model
• In his book Process of Communication (1961), he also
discusses the element of feedback.
FEEDBACK
MODELS OF COMMUNICATION
COMMUNICATION
Department of Development Communication
Central Luzon State University
Science City of Muñoz, Nueva Ecija
ENVIRONMENT OF COMMUNICATION
• Distortions in message
• Misinformation
• Lack of information
ENVIRONMENT OF COMMUNICATION
E= Sc + Mc + Cc + Rc + Re
Where: E is effect
Sc is characteristic of source
Mc is characteristic of channel
Cc is characteristic of receiver
Re is resources available to the receiver
ENVIRONMENT OF COMMUNICATION
Noise
Noise
Negative impressions
Cultural differences
Undiagnosed learning
deficiencies
CLASSIFYING
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TECHNICAL SEMANTIC
PROBLEMS PROBLEMS
How precisely the meaning
How accurately the message
is conveyed. (e.g. translating
can be transmitted. (e.g. radio a publication from one language
static; bad cellular signal. to another.
EFFECTIVENESS
PROBLEMS
How effectively does the received message affect
behavior. (e.g. editor makes comments for the purpose of
making a piece of writing more concise or precise.
CLASSIFYING
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A B C D E
CHANNEL ENVIRONMENTAL SEMANTIC SOCIO- OTHERS
PSYCHOLOGICAL
CLASSIFYING COMMUNICATION BARRIERS
1. Channel Noise
2. Environmental Factors
• e.g. uncomfortable sitting arrangements, rooms that
are too hot, wall paper is too bright, meeting right
after lunch.
• barriers that are present in the environment in which
a communication takes place.
• they are external to the communication process but
may create conditions under which communication
effectiveness is hampered.
CLASSIFYING COMMUNICATION BARRIERS
3. Semantic Noise
• it happens when the message received as sent but
the meaning received was different from the meaning
sent.
• Occurs when we use, hear, or read words with
double meanings.
• E.g. gay meant happy or joyful
• Language serves as a bridge between peoples and
culture, however, it can also serve as a barrier.
CLASSIFYING COMMUNICATION BARRIERS
4. Socio-Psychological Barriers
• e.g. emotional blocks, charisma, stereotyping, first
impressions, and absent-mindedness
• Stereotyping – means judging people before you
know all the facts about them; believing that they
have common characteristics common among
members of each group.
CLASSIFYING COMMUNICATION BARRIERS
4. Other Barriers
• Ethnocentrism – in viewing a group or culture as
superior to all others.
• E.g. we interpret messages from the context of our
experiences. Most of the time it help us respond
appropriately to stimuli, however at times, negative
experiences makes us dysfunctional (disbelief,
rejection, distortion, or misinterpretation).
PART 5
EFFECTIVE COMMUNICATION
LESSON 6:
EFFECTIVE
COMMUNICATION
Department of Development Communication
Central Luzon State University
Science City of Muñoz, Nueva Ecija
EFFECTIVE COMMUNICATION
Communication Competence
1. Understanding
2. Communication skills
3. Interpersonal sensitivity
4. Ethical responsibility
EFFECTIVE COMMUNICATION
A B C D
EFFECTIVE COMMUNICATION
FAILURETO
LISTEN
LISTENING
ACTIVITY
The Problem:
We HEAR but we do
not LISTEN
STAND if it
hits you.
1. Assumes that the message
communicated will be uninteresting
and unimportant. Thus, you steer
your minds in another direction even
before the source begins.
2. You begin by mentally criticizing the
source’s delivery. You are too busy
adding up his/her physical faults and
wondering why he/she rates your
attention.
3. You are too busy thinking up an
argument or rebuttal to listen with
understanding.
4. People listen only for factual data
and want to be spared of the “details.”
5. People try to outline everything they
hear in a conference or at a
convention. But in their busy efforts
to outline what’s said, they hear only
1/3 of it.
6. People frequently pretend to give the
source their undivided attention.
They then proceed to tune him/her in
or out at will while retaining an
attentive facial expression.
7. People permit others to speak
inaudibly or to give fragmentary
information instead of asking for
clarification or repetition.
8. People tune out any message that
borders on the technical.
9. People are allergic in certain words,
ideas or phrases they find distasteful.
They tend to change topic or avoid
discussion.
10.Their minds wander.