SALALE UNIVERSITY

COLLEAGUE OF BUSINESS AND ECONOMIC

DEPARTMENT OF LOGISTICS AND SUPPLY CHAIN MANAGEMENT

Contemporary Business communication

Individual Assignment (10%)

Name Tolera Meskela ID No 1433

1.The communication Model and Functions.

communication model

A model can be defined as a visual presentation that identifies, classifies and describes various
parts of a process. In the communication process, sender, message, media and receiver are
associated. Communication process starts with the transmission of message by communicator
and end with receiver’s feedback. When this communication process is represented through a
line or picture, it is called communication model. In other words, pictorial presentation of
communication process is known as communication model.

The simple model of communication consists of a sender, message and receiver. However, this
simple model ignores many other parts of communication process.

There are 8 Models of Communication

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Models of communication are essential frameworks which define how people interact to
achieve specific goals. Communication is more complex than most people realize. It can involve
various forms of information (from written text to diagrams), as well as multiple people with
different communication styles. Over the years, linguists and scientists have defined 8 models
of communication commonly present in the modern world.

Each of these models are divided into 3 categories:

Linear models: One-way communication methods

Interactive models: Two-way communication methods

Transactional models: Two-way conversations wherein the message becomes more complex as
the event (discussion) progresses.

In any organization, the success of the business depends on the strength of communication
between the people in it, and those they interact with (clients or customers). Understanding
communication models means individuals can make better decisions about which strategies to
use when sending messages to colleagues, friends and customers.

Let’s take a look at each of the major models of communication, in their respective categories.

Linear Models of Communication

Linear communication models refer to communication that happens in a single direction.

The sender transmits communication via a channel, such as a messaging application. The
channel dictates the medium of the message (voice, visual, text, etc). The receiver is the person
who gets the message, and takes meaning from it.

Linear forms of communication are most commonly used for business announcements, such as
broadcasts, press release statements and marketing campaigns. The most common linear
models are:

1. Aristotle’s Model of Communication

Aristotle’s model of communication is perhaps the oldest communication model most people
are familiar with. Dating back to 300 BC, the model examines how people present messages in a
persuasive, impactful manner. Aristotle said in order to communicate effectively, we need to
consider these 5 elements within any communication event:

The Speaker: The person delivering the message

The Speech: The information and how it’s portrayed

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The Occasion: The context surrounding the communication

The Target audience: Who will be receiving the message

The Effect: The goal of the communication

2. Lasswell’s Model of Communication

Lasswell’s model of communication, like Aristotle’s model, revolves around 5 key elements.
However, these elements are presented as questions the speaker needs to ask. The core
components of the Lasswell model include:

Who: Who was responsible for sending the message?

What: What information needs to be portrayed in the message?

Which channel: Which method does the speaker use for communication?

To Whom: Who is receiving the message?

What Effect: What impact is the message intended to have?

3. The Shannon-Weaver Model of Communication

One of the most popular models of communication in the modern world, the Shannon-Weaver
model was one of the first to address the influence of “noise” in communication, which can
disrupt a message. Shannon and Weaver developed their work during the second world war,
aiming to find out which channels were most effective for communication.

The model, like many linear communication methods, looks at five key parts within an instance
of communication: the sender, encoder, channel, decoder and receiver. This model emphasizes
the importance of encoding a message, by turning it into written words, voice, video or visuals.
It also highlights the importance of a recipient being able to make sense of the message
through decoding.

4. Berlo’s S-M-C-R Model of Communication

Berlo’s model of communication is a little more detailed than some of the other linear
frameworks we’ve looked at so far. This approach breaks communication down into four steps,
with core components included in each of them:

S: Source: The communication skills, attitudes, knowledge, societal system and culture of the
person sending the message.

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M: Message: The structure, elements, content, and management of the message, as well as any
code, jargon or specific language that may be used.

C: Channel: How the message is transmitted, and how it affects the senses of sight, hearing,
touch, smell and taste.

R: Receiver: Who encounters the message, their attitude, knowledge, communication skills,
societal system and culture.

Interactive Models of Communication

As you may imagine, interactive models of communication are far more collaborative than the
linear frameworks. Rather than focusing on one person sending a message, interactive models
look at the connection between different people, sharing a communication event.

In interactive models, feedback and responses are considered, as well as what a leader or
individual says during their initial message. Interactive models of communication are used most
commonly in a business environment for collaborative work, team discussions and two-way
conversations with clients. Let’s take a closer look at the core models of interactive
communication.

5. The Osgood-Schramm Model

Introduced by Osgood and Schramm, this model details a circular model of communication,
where everyone involved in an interaction is treated equally. The sender and receiver in this
model aren’t differentiated, instead, they’re simply defined as two parts of a valuable
conversation.

The Osgood-Schramm model is usually used to describe synchronous, interpersonal

communication. The principles of the model include:

Communication in circular: Individuals in the communication process are constantly switching

between roles of “encoder” and “decoder”.

Communication should be equal and reciprocal: Every party involved in the discussion is equally
engaged and able to share their voice.

Interpretation is crucial: Messages need to be presented in a way that is easy to interpret for
both sides of the party to be understood.

6. The Westley and Maclean Model

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Typically used when describing mass communication between groups, the Westley and
Maclean model introduces various additional factors to discussions, such as environmental and
cultural elements. According to this model, the communication process begins with
environmental factors, rather than a sender or source producing information.

As one of the most complex communication models, this framework consists of nine elements,
including the environment, sensory experience, source or sender, object or orientation of the
source, receiver, the orientation of the receiver, feedback, gatekeepers and opinion leaders.

Transactional Models of Communication

Transactional models are among the most dynamic modes of communication. They involve
decoding and encoding elements, similar to interactive models, as well as a consideration of
communicators, messages, channels and potential noise or disruptors.

What makes transactional models of communication interesting is that they view each
discussion or interaction as a “transaction”. In other words, communication is a cooperative
process whereby two people are responsible for influencing the outcome of the conversation.

7. Barnlund’s Transactional Model

Barnlund’s model of transactional communication explores immediate-feedback (real time)

communication between people. The multi-layered approach suggests various aspects are
crucial to determining how effective a conversation is. For instance, cues, such as private cues
(a person’s background) , public cues (environmental context) and so on can influence how we
speak.

8. Dance’s Helical Model

The Dance Helical model suggests that communication is a circular process, wherein
conversations become more complex as we dive deeper into the interaction. It’s often
represented visually by a helical spiral. The model indicates that we gradually improve how we
communicate over time, by responding to the feedback provided by the people we
communicate with.

Functions of communication model

Communication model refers to the visual representation of communication process.
Communication model performs certain functions in developing communication skills and
efficiency. Some important functions of communications model are mentioned below:

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Teaching the elements of communication process: Communication model represents various
elements involved in sending and receiving message. So from communication model, one can
learn various aspects of communication process. For this reason, it is said that communication
model teaches communication process.

1. Conducting research: The second important function of communication model is to help

in conducting research in the field of communication. Communication model presents
various aspects of communication logically that help the researchers are in
2. understanding the pattern of communication. So with the help of communication
models, the researchers can undertake communication research programmers and
perform those efficiently.
3. Predicting the success or failure of communication process: Another function of
communication model is to predict or forecast the success or failure of a particular
communication process. Through this model, one can ascertain the causes of success or
failure of communication.

2. Communication Theories
Communication theories are frameworks that attempt to explain how communication works,
the processes involved, and the effects it has on individuals and society. Here are a few
prominent communication theories:

1. Social Learning Theory: This theory posits that individuals learn behaviors through
observation, imitation, and modeling. It emphasizes the role of observational learning in
shaping So by incorporating all parts of communication process, a comprehensive
communication model is presented below:

So by incorporating all parts of communication process, a comprehensive communication

model is presented below:

2. Symbolic Interactionism: Symbolic interactionism focuses on how individuals create shared

meanings through communication. It examines how symbols, language, and social interactions
influence the construction of reality.

3. Cultivation Theory: Cultivation theory suggests that long-term exposure to media shapes
individuals' perceptions of reality and cultivates shared assumptions and beliefs about the
world. It explores how media influence attitudes, values, and behaviors.

4. Agenda-Setting Theory: This theory suggests that the media's ability to select and prioritize
certain news topics influences the public's perception and priorities. It argues that media has
the power to shape public opinion by determining what issues gain prominence.

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5. Uses and Gratifications Theory: This theory emphasizes that individuals actively choose and
use media to fulfill specific needs and gratify desires. It focuses on the role of audience
motivations and how media fulfills those needs.

6. Diffusion of Innovation Theory: This theory examines how and why new ideas, technologies,
or products spread and are adopted by individuals and society. It explores the factors that
influence the rate and process of adoption and diffusion.

3. Form of grapevine
The grapevine is an informal form of communication within an organization. It refers to the
unofficial network of communication that exists among employees, outside of formal channels
such as official announcements or company memos. The grapevine is characterized by its
spontaneous and unstructured nature, as information is passed between individuals through
conversations, rumors, or gossip.

The grapevine can take various forms, including:

1. Single Strand: In this form, information is passed linearly from one person to another. For
example, employee A hears a rumor and shares it with employee B, who then shares it with
employee C, and so on.

2. Gossip: Gossip is a form of grapevine communication where personal or sensitive

information about individuals or events is shared. It often involves speculation and can spread
quickly through informal interactions.

3. Probability Chain: This form involves passing information through a specific sequence or
chain of individuals. It may start with one person and make its way through a group or
department until it reaches the intended recipient.

4. Cluster Chain: In a cluster chain, information is shared in various directions within closely
connected groups or departments. This can lead to multiple conversations and versions of the
information circulating simultaneously.

5. Isolated Pager: In this form, one individual possesses unique information but shares it with
only a select few, making it difficult for the information to spread widely.

4. Communication styles
Communication styles are personality traits that influence how we interact with other people.
Each person has a dominant style, and our personality influences our preferred way of

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communicating. Based on the level of dominance (I win) and sociability (you win) there are 4
basic communication styles: passive, aggressive, passive-aggressive, assertive Four
Communication Styles

1. Passive (I lose, you win)

The passive style is characterized by a lack of emotion or energy. It includes people who don't
feel like they have any say in how things turn out. A person with this type of communication
may seem calm on the surface, but inside he or she might be feeling frustrated or angry.

This type of communication can include silence, denial, avoidance, procrastination and non-
commitment. In general, they're not very good at expressing themselves verbally. The passive
individual will rarely initiate conversations. Instead, you'll find that they wait for others to speak
first. They also avoid conflict.

2. Aggressive (I win, you lose)

People with this style of personality tend to take charge and make their own decisions.
Aggressive communicators are more likely to argue for their rights and opinions. When they
encounter problems, they tend to blame others rather than accept responsibility for their
actions. Aggressive may become angry when someone else takes control of an interaction.

3. Passive-aggressive (I lose, you lose)

People with this type of personality tend toward manipulation and deception. They can appear
friendly but actually, mean something different behind closed doors. These types of individuals
will attempt to get what they want through indirect means. They can be charming and very
persuasive, but it's not always easy to tell if they're telling the truth. Passive-aggressive are able
to hide their true emotions from other people.

4. Assertive (I win, you win)

This style involves expressing your feelings clearly and directly, even though you might feel
uncomfortable doing so. Assertive communicators usually don't hesitate to speak up when they
feel strongly about something. This style tends to lead to better relationships.

5. Type of communication in organization

Organizational communication is a type of communication that encompasses channels and
forms of communication in which organizations (corporations, non-profits, governmental
bodies, etc.) engage in. It includes both internal and external communication.

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As a subfield of communication studies, organizational communication deals with the
communication within an organization via different channels.

The participants in the communication, i.e. employees, work toward a set of common goals.

We can divide organizational communication into four categories:

Formal and informal communication

Directional communication

Internal and external communication

Oral and written communication

Let’s briefly consider all four types of organizational communication.

Formal and informal communication

Formal communication refers to communication done via emails, meetings, conference calls,
speeches, memos, etc.

It follows strict rules, in terms of structure, spelling, and tone.

Informal communication or grapevine communication doesn’t involve a strict set of rules.

This type of communication includes chit-chat, messaging via business messaging platforms,
phone calls, etc.

Directional communication

Speaking of directions in which communication takes place, organizational communication can

be:

Vertical,

Horizontal, and

Diagonal communication.

Vertical communication that takes place from the top down is called downward
communication.

In other words, whenever a person in charge communicates with those lower in the hierarchy
than them, we have a case of downward communication.

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As opposed to that, upward communication refers to communication directed from lower-level
workers to their superordinates.

When we communicate with our peers, we participate in so-called horizontal or lateral

communication.

Finally, diagonal communication involves members of different teams and departments

interacting together, not following strict hierarchical rules by doing so.

Internal and external communication

Organizational communication can also be internal and external, depending on who employees
are talking to.

If employees are interacting with one another, within the organization, it’s a case of internal
communication. This includes professional communication and collaboration, through various
channels of communication (in person, video, email, chat).

When the organization communicates with someone outside the organization, from the
external world, we speak about external communication. This includes PR announcements, job
posts, marketing materials, and communication with stakeholders.

Oral and written communication

Lastly, we have oral and written communication, which are both used in organizations, and are
therefore an integral part of organizational communication.

Oral or spoken communication is face-to-face communication that takes place between

colleagues, or between employees and customers. Its importance in building relationships, both
professional and personal, is unquestionable.

Written communication, both formal and informal, occurs via emails, instant messages, and
social media. In contrast to oral communication, it is more structured but maybe less personal.

Now that we’ve seen what the main types of organizational communication are, let’s consider
the importance of organizational communication in the workplace.communication theory, got
us to thinking about the element of noise and how many types of noise can affect transmission
of the message.

Submitted to: Muluwerke123@gmail.com

Submission date: 21-02-2016

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