Theories / Models of

Business
Communication
 Communication Models

Received
Information
Message Signal Signal Message
Source Transmitter Receiver Destination

Noise
Source

Claude Shannon and Warren Weaver

General Model of Communication
Version 1
Communication Models
Noise

Channel
Source Encoder Decoder Receiver

Message

Feedback

Claude Shannon and Warren Weaver

General Model of Communication
Version 2
Communication Models
 Six Communication Elements According
to Shannon-Weaver
 Source
 Encoder
 Message
 Channel
 Decoder
 Receiver
Communication Models
 Assumptions of Shannon-Weaver
 Communication breakdown is caused by
‘noise’
 The model is developed to separate noise
from information-carrying signals
 e.g. electronic media (TV, radio, print), digital
online media (internet, data carrying devices)
 The emphasis is on physical or semantic noise
Communication Models
 Assumptions of Shannon-Weaver
 Physical or Semantic Noise
 Distraction (thunder, roaring motorbike, barking
dog, snow on TV screen, static sound on the
phone, smudge on the newspaper, etc)
 Emphasizing the wrong part of the message
 Attitude towards the sender
 Attitude towards the message
Communication Models
 Criticisms of Shannon-Weaver Model
 Emphasis in on the transmission of
message
 Developed to separate noise from
information-carrying signals
 Flow of communication is linear and one-
way
 Assumes that communication is relatively
unproblematic
 Referred to as an information model
 Communication Models
S M C R
SOURCE MESSAGE CHANNEL RECEIVER
1. Communication 1. Element 1. Seeing 1. Communication
Skills (Content) 2. Hearing Skills
2. Knowledge 2. Structure 3. Smelling 2. Knowledge
3. Social System (Code) 3. Social System
4. Touching
4. Culture 3. Treatment 4. Culture
5. Taste
5. Attitude 5. Attitude

Berlo’s SMCR Model of Communication

Communication Models
 Four Elements of Communication
According to Berlo
 Source
 Message
 Channel
 Receiver
Communication Models
 Assumptions of Berlo’s Model
 There has to be a balance between the
source and the receiver if we want the
communication process to be efficient.
 The balance exists in the following:
 Communication skills
 Knowledge
 Social system
 Culture
 Attitude
Communication Models
 Assumptions of Berlo’s Model
 The message construction should be
observed the following:
 Message element or content must be
appropriate to the receiver
 Message structure of code includes the
encoding and decoding of messages
 Encoding (written and spoken)
 Decoding (listening and talking)
 Thought or reasoning
Communication Models
 Assumptions of Berlo’s Model
 Treatment of the message likewise
contributes to the overall package of the
message.
 The most useful channel of communication
are the five senses.
Communication Models
 Criticisms of Berlo’s Model
 Dyadic
 Emphasis is on the relationship of the
source and the receiver
 Success of the communication depended
on communication skills
 Focus on message construction and use of
language and words
Communication Models
 Criticisms of Berlo’s Model
 Developed to study the flow of
communication as a human activity
 Communication skills involve the ff:
 Knowing and applying the code’s grammar
 Knowing and using a broad vocabulary
 Knowing and applying the conventions
 Adapting the use of code to your audience
 Ownership of media of communication is
observed
Communication Models
Shannon-Weaver
1. Emphasis is on the transmission of
message
2. Developed to separate noise from
information-carrying signals
3. Flow of communication is linear and
one-way
4. Assumes that communication is
relatively unproblematic
5. Referred to as an information model
Berlo
SMCR
1. Dyadic
2. Emphasis is on the relationship of the
source and the receiver of the message
3. Gives importance to message
construction and use of language and
words
4. Developed with the intention of studying
communication as a human activity
5. Ownership of media of communication is
observed