CAVENDISH UNIVERSITY –

ZAMBIA
ASSESSMENT BRIEF AND FEEDBACK
FORM

STUDENT No. 073-174

LECTURER NAME:
MODULE Business Communication
MR. SELENJE
ASSESSMENT NUMBER: 01
DATE HANDED OUT: //2022
DATE DUE IN:
15/09/2022

QUESTION
Apart from the Shannon and Weaver Model of Communication, list and explain two (2) other
types of communication models

Table of Content

Introduction………………………………………………………….3

Aristotle model of communication………………………………….3-5

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Criticism of the model………………………………………………..5

Lasswell model of communication…………………………………..5-7

Criticism of the model………………………………………………7

Conclusion…………………………………………………………….8

References…………………………………………………………….9

Introduction

The history of the term "communication" is lengthy and varied. It can be described as a two-way
process in which individuals create and share meaning in order to gain mutual understanding in

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addition to exchanging ideas, feelings, and information. It is the verbal, signal, or written
interchange of concepts, ideas, messages, or the like. Man's innate yearning for communication
has existed since the beginning of time. The ability to communicate has allowed humanity to
survive. The human species has communicated through a variety of strategies and approaches;
early humans used symbols, gestures, noises, drawings, and sign languages, among other means
of expression. The study of body motions, transmission, reception, or replication of sound, as
well as the early men's skill as artists and excellent communicators are all supported by
archeological data. Technology growth over time has led to an advancement in communication.
Therefore, it is evident that communication has become extremely important in modern society,
Littlejohn (2002). In this project, the researcher will discuss two communication models created
by eminent theorists Aristotle and Laswell

A communication model is primarily a procedure where information is packaged and transmitted

from the sender to the recipient through a medium. When the information is received, the
receiver decodes the message and provides the sender with specific feedback. The conceptual
model that is used to describe the process of human communication is referred to as a model of
communication.

The first person to create the "Aristotle's Model of Communication" was the famous philosopher
Aristotle about 300 B.C. In contrast to interpersonal communication, this approach places more
emphasis on public speaking. The Aristotelian model of communication is still prevalently
utilized today. According to this communication model, the message is sent to the recipient in an
effort to sway them into making the appropriate response. The message must be really powerful
and compelling. Consequently, the sender needs to be fully aware of and cognizant of their
audience. In this model, the sender plays a proactive role while the receiver takes a passive one.
In lectures, seminars, and public speaking, this idea is applied. The model proposed by Aristotle
is a linear one. In his Rhetoric, Aristotle tells us that we must consider three elements in
communication:

 The speaker

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  The speech
 The audience

This is a paradigm that mostly focuses on public speaking; we'll move on to discuss the
Rhetorical Situation next. This model will serve as a framework for evaluating how well a
speaker adapts to the demands of a speaking circumstance. The focus is on individual
argument because the Aristotelian model includes a Speaker. The Greek approach is the
foundation of rhetoric and persuasive communication. This pioneering theory and paradigm
of communication has many descendants. You shouldn't have too much trouble recognizing
those components if you just take a time to consider the various communication acts. Of
course, Aristotle's terminology doesn't entirely fit in all situations. No one is actually
"speaking" in this way when you read the newspaper, but if we use, say, the terms 'writer' and
'text', then Aristotle's elements can still be found.

The people who are listening to your speech are included in the audience. However, not every
audience is the same. An astute speaker will consider the audience's makeup carefully to choose
the most appropriate methods of address. Consider some of the following audience
demographics when imagining who will be listening to your speech: Age, sex, familial status,

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sexual orientation, race, gender, and sexuality, as well as economic and social position, political
identification, and religious or philosophical beliefs, are just a few examples.

Aristotle describes a three-person communication chain that includes a speaker, a message, and a
listener. Note that he emphasizes that whether or not communication occurs depends on the
person at the conclusion of the procedure. Failure in communication is primarily caused by our
inability to understand what Aristotle understood hundreds of years ago. We neglect to
acknowledge the significance of the audience at the conclusion of the communication process.
We frequently worry more about ourselves as the source of communication, about our message,
and even about the channel we will employ. Too frequently, the listener, spectator, or reader
receives zero consideration. The statements of Aristotle highlight the historical interest in
communication.

Aristotle's communication model appears to have few flaws at first glance, yet there are some
significant criticisms of the approach.The key aspect of communication is that the model takes
into account that it is a directional process that goes from speaker to receiver. It is actually a
dynamic process in which the speaker and the receiver are both involved. The ability to listen in
on conversations is one piece of evidence for this.Because of the aforementioned, the model is
sometimes ineffective because the feedback is excluded. Additionally absent from the model is
the noise phenomena; these issues are significant communication-related factors.

Criticism of Aristotle Model of Communication

Lasswell’s model (1948)The linear model views communication as a one-way or linear process
in which the speaker speaks and the listener listens. Laswell’s (1948) model was based on the
five questions below, which effectively describe how communication works:

 Who ,Says, What, In Which Channel, To Whom and To What Effect.

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Lasswell's communication model is comparable to the other models, as can be shown. The
"Who," "Says What," and "To Whom" refer to the "Source," "message," and "destination,"
respectively. Communications have a source that transmits a message to a destination (audience)
via a channel or medium, presumably producing the desired effect. While more pictorial, Claude
Shannon's model is comparable. The model's primary attributes are: It is based on the recipient's
response to the sender's communication. The message has received no feedback. It shows
communication as more of a persuading process than an informational one and is particularly

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linear in character (researchers claim that communication constantly moves in circles due to the
feedback factor).

The message flow in a multicultural culture with diverse audiences is suggested by Lasswell's 5
Ws verbal model. Messages are transmitted through a variety of channels. Although this model is
straightforward, it may be applied to practically all forms of communication. The main flaws are
the omission of feedback and noise.

Lasswell: Communicator Lasswell was primarily concerned with mass communication. In

every form of communication, though, there must be someone (or something) that
communicates.

Lasswell: The Message Being concerned with the mass media, Lasswell was particularly
concerned with the messages present in the media. This relates to an area of study known as
content research.

Laswell: Channel. The message is transmitted through the channel. If I speak to you, the words
I say will be transmitted across the airwaves, just as the radio news is transmitted over both radio
waves and airways. The channel would be touch if I were to tap a Morse code message on the
back of your skull. Simply said, messages can be transmitted through channels that correlate to
your five senses

Lasswell: The Receiver Many Communication scholars use the rather technological-sounding
terms: sender, source or transmitter to refer to the Communicator

Lasswell: Effects Lasswell's model also introduces us to the question of media effects. We don't
communicate in a vacuum. We normally communicate because we want to achieve something

The principle criticism The paradigm solely describes one-way communication, which is a
drawback. The linear model can only describe how messages are delivered to a destination. That
may allow us to observe how the speaker communicates with the listener, but it leaves out the
possibility that the listeners have an impact on the speaker. As a result, it does not deal

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realistically with how communication is a two-way exchange of information between a speaker
and a listening audience.

Additionally, the approach is criticized for being overly generic and for only covering
conventional issues. The model is really basic. The concept is believed to be propaganda-based
because it tends to be utilized for media persuasion and is more focused on the results.

Conclusion

The speaker stood. The speaker performs the key role in public speaking to attract the target
audience and the scenario, according to the widely accepted Aristotle Model of Communication.
The speaker must plan his speech with the intended audience in mind in order to effectively
communicate his message to the audience. In a communication model, it is the speaker's duty to
persuade the listeners of his or her point of view. The audience's part is susceptible to
manipulation and is passively influenced. The main focus of Lasswell's was mass
communication. But there must always be a communicator (or communicators) in any type of
communication. Concerned about the media in general, Lasswell was particularly concerned
with the messages present in the media. Lasswell observed messages in the mass media and
Aristotle observed Orators

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 References

Harold Dwight Lasswell (1948), model of communication

Aristotle(300 B C), Aristotle’s Model of Communication’.

Chandler, Daniel. Transmission Model of Communication. [Web Page], 10 December 2013.

Emory A Griffin, A first look at communication theory. 3rd edition, New York: McGraw-Hill,
1997.

Griffin, E., & Langan, E. (2006). A First Look at Communication Theory, [web page], 3
November, 2013.

Handa, C. Visual rhetoric in a digital world: A critical sourcebook. Boston: Bedford/St.

Martin's, 2004.