GE-COM 101: 3RD WEEK LASWELL'S COMMUNICATION MODEL

COMMUNICATION PROCESS • In 1948, Harold Dwight Laswell

described communication as
Why is it important that you know the communication being focused on the following
models? Ws: Who says What in Which
You will realize their importance because they will help channel to Whom and with
you understand how a communication process works. It What effect as seen in the
is only by knowing the flow of communication that you model:
will be able to make the communication process
effective.
A model is often abstract. It is a representation
of a real world phenomenon applied to different forms.
The interplay of variables in the model is represented
1. Communicator (who)
graphically.
2. Sending out the message(What
There are many conceptual models for human 3. Using a medium (with what channel)
communication but in this lesson, you will be exposed 4. Experiencing an effect (with what effect)
to only four: afterwards.

(1) Aristotle's model; SHANNON-WEAVER'S COMMUNICATION MODEL

(2) Laswell's model;

(3) Shannon-Weaver's model; and
(4) David Berlo's model of communication.
ARISTOTLE'S COMMUNICATION MODEL
Classical rhetoric dates back to ancient Greece during
the time of Plato, Aristotle, and the Greek Sophists who
were the great rhetoricians. Effective public speaking
was an important consideration in the study of
communication. They were good at argumentation and
debate and speech was characterized by repartee.
Aristotle emphasized that there are three variables in Claude Elwood Shannon and Warren Weaver's model of
the communication process: speaker, speech, and communication was introduced in 1949, a year after
audience as illustrated in the communication flow. Laswell's, for Bell Laboratories. Originally, it was
conceptualized for the functioning of the radio and
television serving as a model for technical
communication and, later on, adopted in the field of
communication.
The speaker variable here is very important. Without In this model, other components such as noise,
the speaker, there will be no speech to be produced. reception, destination, and feedback have been
Depending on the profile of the audience, the speaker identified.
adjusts his/her speech.
Other terms such as information source for the sender,
Note: Even beliefs, views, and attitudes also play an transmitter for the encoder, decoder (reception), and
important role when talking about audience receiver (destination) were introduced.
consideration since oftentimes, the audience bring
these with them when they decode a message in any Other terms such as information source for the sender,
given situation. transmitter for the encoder, decoder (reception), and
receiver (destination) were introduced.

Other terms such as information source for the sender,
transmitter for the encoder, decoder (reception), and
receiver (destination) were introduced.
BERLO'S COMMUNICATION MODEL
David Berlo's model
conceptualized in 1960 is probably
the most well-known among the
communication models. Initially,
Berlo's model was called SMCR
(Sender of the message, sent
through a channel or medium to a
receiver). However, it was modified
later on to include noise, hence the
acronym SMCRN.
The major variables involved in the communication
process are:
1.) SOURCE = the originator of the message acts as the
encoder. As such, the encoder should practice
communication skills such as listening, speaking,
reading, and writing. His/Her attitude towards the
audience or the subject as well as his/her knowledge
about the topic on hand likewise counts along with the
social system that he/she is in which includes values,
beliefs and practices, and culture.
2.) MESSAGE = includes (1) content; The (2) elements
such as the language used and gestures employed; (3)
treatment or the manner by which the message is
transmitted; and (4) structure which refers to the
arrangement of parts or flow of the message.
Lastly, the code shows how the message is sent:
that is, the language (verbal code) used and the
accompanying gestures (non verbal code) employed.
Note that there should be no mismatch between the
verbal and non-verbal codes.
3.) CHANNEL = refers to the different senses: seeing,
hearing, smelling, tasting, and touching.
4.) RECEIVER = the one who decodes the message. Note
that the components of this last variable are similar to
those of the first since for communication to be
effective, both the source and the receiver should have
good communication skills.
If you were to insert noise as an additional variable for
SMCR, where do you think will it fit?
GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION
1.) Know your purpose in communicating. Are you
communicating basically to inform, to entertain, or to
persuade?
2.) Know your audience. In both speaking and writing,
you should know your audience as it will dictate the
speaking or writing style you are going to employ.
Consider the age, educational background, profession,
culture, and other salient features of your listeners or
readers.
3.) Know your topic. You communicate essentially
because you want to share something. In speaking
situations, speakers are invited because they have
something to share. This also applies to writing. You
write because you wish that other people learn
something from you. You may then utilize several or
multiple communication techniques to easily catch the
attention of the audience.
4.) Adjust your speech or writing to the context of the
situation. The environment in which your speech or
writing is to be delivered determines the kind of
language you will use.
5.) Work on the feedback given you. Once you receive
comments from the listeners/readers, work on them.
Take kindly to criticisms. In the long run, constructive
criticisms will prove beneficial to you as you learn to
address them.
 7. Be courteous. The tone of your writing should be
friendly. Avoid any overtone/undertone or insinuation
to eliminate confusion and misinterpretation.
PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION
1.) Be clear with your purpose. You should know by
heart your objective in communicating.
2.) Be complete with the message you deliver. Make
sure that your claims are supported by facts and
essential information.
3.) Be concise. You do not need to be verbose or wordy
with your statements. Brevity in speech is a must.
4.) Be natural with your delivery. Punctuate important
words with the appropriate gestures and movements.
Exude a certain degree of confidence even if you do not
feel confident enough.
5.) Be specific and timely with your feedback. Inputs are
most helpful when provided on time.
PRINCIPLES OF EFFECTIVE WRITTEN
COMMUNICATION: THE 7CS
1. Be clear. Be clear about your message. Always be
guided by your purpose in communicating.
2. Be concise. Always stick to the point and do not beat
or run around the bush. Be brief by focusing on your
main point.
3. Be concrete. Support your claims with enough facts.
Your readers will easily know if you are bluffing or
deceiving them because there is nothing to substantiate
your claims.
4. Be correct. It is important that you observe
grammatical correctness in your writing. Always have
time to revise and edit your work. Even simple spelling
errors may easily distract your readers.
5. Be coherent. Your writing becomes coherent only
when you convey a logical message. The ideas should be
connected to each other and related to the topic. Make
sure that you observe a sound structure that will
present a smooth flow of your ideas. Use transitional or
cohesive devices so that the ideas cohere with one
another.
6. Be complete. Include all necessary and relevant
information so that the audience will not be left
wanting of any information. Always place yourself in the
shoes of the audience, who is always interested to
receive new information.