Linear models 

— Only look at one-way communication. The most prominent linear

models of communication are

1. Aristotle’s model of communication

2. Laswell’s model
3. The Shannon-Weaver model
4. Berlo’s S-M-C-R model

Linear models of communication suggest that communication takes place only in one direction. 

The main elements in these models are:

 The channel, 

 The sender, and 

 The receiver. 

Simply put, the sender transmits the message via a channel. 

The channel is the medium and changes the message into speech, writing, or animation. 

The message then reaches the receiver, who decodes it. 

This model is straightforward and is used mainly in marketing, sales, and PR, in communication with
customers.

We already mentioned the most prominent linear models of communication, and now it is time for a more
detailed analysis of each one of them.
 This is the oldest communication model that dates back to 300 BC.

Aristotle’s model was designed to examine how to become a better and more persuasive communicator.

It is a foolproof way to excel in public speaking, seminars, and lectures, where the sender (public speaker, professor,
etc.) passes on their message to the receiver (the audience). So, the sender is the only active member in this model,
whereas the audience is passive.

Aristotle identified three elements that improve communication:

Ethos — defines the credibility of the speaker. Speaker gains credibility, authority, and power by being an expert in a
field of their choice.

Pathos — connects the speaker with the audience through different emotions (anger, sadness, happiness, etc.)

Logos — an important element that signifies logic. It is not enough for the speech to be interesting — it needs to follow
the rules of logic.

Aside from that, Aristotle suggested that we look at five components of a communication situation to analyze the best
way to communicate:

Speaker

Speech

Occasion

Target audience

Effect
Maybe the most popular model of communication is the Shannon-Weaver model. 

Strangely enough, Shannon and Weaver were mathematicians, who developed their work during the Second World War
in the Bell Telephone Laboratories. They aimed to discover which channels are most effective for communicating. 

So, although they were doing the research for engineering endeavors, they claimed that their theory is applicable to
human communication as well. 

And, they were right. 

So, first, let’s consider the components of the Shannon-Weaver model of communication. These are:

 Sender

 Encoder

 Channel

 Decoder

 Receiver 

Shannon and Weaver were the first to introduce the role of noise in the communication process. In his book Introduction
to Communication Studies, John Fiske defines noise as “anything that is added to the signal between its transmission
and reception that is not intended by the source.”  

The noise appears in the form of mishearing a conversation, misspelling an email, or static on a radio broadcast.  
Berlo’s model of communication is unique in the sense that it gives a detailed account of the key elements in each step.

This model explains communication in four steps:

1. Source 
2. Message
3. Channel
4. Receiver

Let’s consider the key elements that affect how well the message is communicated, starting with the source. 

The source

The source or the sender carefully puts their thoughts into words and transfers the message to the receiver. 

So, how does the sender transfer the information to the receiver?

With the help of:

 Communication skills —  First and foremost, the source needs good communication skills to ensure the communication will

be effective. The speaker should know when to pause, what to repeat, how to pronounce a word, etc.

 Attitude —  Secondly, the source needs the right attitude. Without it, not even a great speaker would ever emerge as a

winner. The source needs to make a lasting impression on the receiver(s). 

 Knowledge — The third element on our list is knowledge. Here, knowledge does not refer to educational qualifications. It

refers to the clarity of the information which the source wants to transfer to the receiver.  

 Social system —  Moving on to the fourth element on the list — the social system. The source should be familiar with the

social system in which the communication process takes place. That would help the source not to offend anyone. 
  Culture — Last but not least, culture. To achieve effective communication, the source needs to be acquainted with the

culture in which the communication encounter is taking place. This is especially important for cross-cultural

communication. 

The message

The speaker creates the message when they transform their thoughts into words. 

Here are the key factors of the message:

 Content — Simply put, this is the script of the conversation. 

 Elements — Speech alone is not enough for the message to be fully understood. That is why other elements have to be taken

into account: gestures, body language, facial expressions, etc. 

 Treatment — the way the source treats the message. They have to be aware of the importance of the message so that they

can convey it appropriately.

 Structure — The source has to properly structure the message to ensure the receiver will understand it correctly. 

 Code — All the elements, verbal and nonverbal, need to be accurate if you do not want your message to get distorted and

misinterpreted.

The channel 

To get from the source to the receiver, the message goes through the channel.

All our senses are the channels that help us communicate with one another. 

Our sense of hearing lets us know that someone is speaking to us. 

Through our sense of taste, we gather information about the spiciness of a sauce we are eating.

Our sense of sight allows us to decipher traffic signs while driving.

We decide whether we like a certain perfume or not by smelling it. 

By touching the water we feel whether it is too cold for a swim.

The receiver

A receiver is a person the source is speaking to — the destination of the conveyed message.

To understand the message, the receiver should entail the same elements as the source. They should have similar communication

skills, attitudes, and knowledge, and be acquainted with the social system and culture in which they communicate.
The next linear model on our list is Laswell’s Model of mass communication.

According to this model, communication is the transmission of a message with the effect as the result. 

The effect is the measurable and obvious change in the receiver of the message, that is caused by the elements of
communication. If any of the elements change, the effect also changes. 

Laswell’s model aims to answer the following 5 important questions regarding its elements: 

1. Who created the message? 

2. What did they say?
3. What channel did they use (TV, radio, blog)?
4. To whom did they say it?
5. What effect did it have on the receiver?

The answers to these questions offer us the main components of this model:

 Communicator

 Message

 Medium

 Audience/Receiver

 Effect 
As more dynamic models, interactive models of communication refer to two-way communication with feedback.

However, feedback is not simultaneous, but rather slow and indirect.

Interactive models are used in internet-based and mediated communication (telephone conversations, letters, etc.). 

Let’s take a look at the main elements of these models:

 Sender

 Message

 Receiver

 Feedback

 Field of experience

You probably noticed the new, previously not seen, element — field of experience. 

The field of experience represents a person’s culture, past experiences, and personal history. 

All of these factors influence how a sender constructs a message, as well as how the receiver takes it. Every one of us brings a unique

field of experience into communication situations.

We have already mentioned the most noteworthy interactive models of communication. 

Now it is time for us to consider them in greater detail.

In their book Communication Models for the Study of Mass Communications-Routledge, Denis Mcquail and Sven Windahl say that

the emergence of this model “meant a clear break with the traditional linear/one-way picture of communication.” 

This model is useful for describing interpersonal, synchronous communication, but less suitable for cases with little or no feedback.

The Osgood-Schramm model is a circular model of communication, in which messages go in two directions. 

There are four principles in this model: 

1. Communication iscircular— individuals involved in the communication process are changing their roles as encoders and
decoders. 
2. Communication isequalandreciprocal— both parties are equally engaged as encoders and decoders.
3. The message requiresinterpretation— the information needs to be properly interpreted to be understood.
4. There arethree stepsin the process of communication: 

 Encoding 

 Decoding 

 Interpreting

In this model, there is no difference between a sender and a receiver. Both parties are equally encoding and decoding the messages.

The interpreter is a person trying to understand the message. 

Furthermore, this model shows that information is of no use until it is put into words and conveyed to other people.