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 Berlo
SMCR
1. Emphasis is on the transmission of 1. Dyadic
message 2. Emphasis is on the relationship of the
2. Developed to separate noise from source and the receiver of the message
information-carrying signals 3. Gives importance to message
3. Flow of communication is linear and construction and use of language and
one-way words
4. Assumes that communication is 4. Developed with the intention of studying
relatively unproblematic communication as a human activity
5. Referred to as an information model 5. Ownership of media of communication is
observed
