Lecture 2 Communication Models

COMMUNICATION
MODELS
INSTRUCTOR: ZHIYING (ZOEY) YUE
SPRING 2019
Hayden-McNeil
COM 101 Principle of Communication (e-text)

http://course.haydenmcneil.com
Directions:
http://com101sunybuffalo.courses.haydenmcn
eil.com
Recall that…
Communication is a process by which

information is exchanged among 2 or more
systems within an environment
What is a Model?
What is a Model?
A model is simply an abstract representation.
3 general purposes of models:

◦ Explanation: identify and describe
◦ Prediction: directionality and nature of changes
◦ Control: instrument of control

Benefits of Models
Models allow scholars to:
◦Describe the overall process of communication or explore

a particular aspect of comm in detail
◦Illustrate important concepts, contexts, or theoretical

frameworks
◦More effectively represent relationships

Limitations of Models
◦Can be incomplete and/or lack a ‘big picture’ perspective
◦Are often based in a specific context—may need to be

reassessed outside of original context
◦May require supplemental info to make sense

Models of Communication
◦We’ll examine 3 general models…
◦Linear, interactive, & transactional
◦…and 6 specific ones
◦Lasswell’s, Shannon-Weaver, Gerbner’s, Berlo’s, Westley-

Maclean’s, & the convergence model
Models of Communication
As we review these models keep the following in mind:
◦ Each of the following models illustrates specific aspects of comm, but may not
describe the whole process
◦ All of the models in this unit are discussed in chapters 2 in the Readings text
◦ You don’t need to copy the diagrams—They’re included lecture slides
◦ Exam Qs will cover the concepts associated w/ each model, not the diagram
Linear Model of Communication
Message
Sender Receiver
Channel
Many early perspectives were linear. Comm described as:

1 way—from sender to receiver
Something you do ‘to’ someone

Linear Model of Communication
Message
Sender Receiver
Channel
Why is this limited?

Interactive Model of Communication
2 elements added:
Noise
◦ Feedback—response to
Message message
Sender Channel Receiver ◦ Noise—interference w/
message
Feedback
◦ Comm as 2 way:
Noise ◦ A series of comm acts
—messages & feedback
Interactive Model of Communication
Noise
Message How does this change our
view of comm from a linear
Sender Channel Receiver model?
Feedback
Why is it still limited?
Noise
Transactional Model of Communication
◦ Simultaneous exchange
—Msg & Fdbk integrated into
communication
◦ Mutual influence
Communicator Communication Communicator —S & R roles integrated into
communicators
◦ Environment added
—both neg. & pos. impact
Lasswell’s Model (1948)
One of the earliest models of comm.
 Who?
 Says what? ◦ Simple, organizational model, but

lacks several elements
 In which channel? ◦ Noted for including a focus on comm
(message) effects —communication
 To whom? seen as a productive process
 And with what effect?

Example
Shannon-Weaver Model (1949)
Describes mediated comm — comm via a device or tech (e.g. telephone)

◦ 2 important distinctions:
◦ Message & signal are distinct
◦ Message/signal & received signal/message may differ
◦ Includes noise (physical)
Example
Gerbner’s Model (1956)
Person 1 M
Perceptual
Event as perceived
E1 Dimension
Reflection,
Availability
Context,
E
Channels, Media, Control

Event
Dimension
&Control
Means
Statement about event SE
(Message)
SE1 S E
Form Content
Statement as perceived
Person 2 M2
Gerbner’s Model
Two noteworthy foci:
1. Role of perception in comm. 2 instances of filtering:
◦ Message (SE) describing event (E) is based on sender’s (M)

perception of it (E1)
◦ Receiver’s understanding of event is based on their

perception (SE1) of message
Gerbner’s Model
2. Influence of representation. Besides perception, message
formulation influenced by
◦ The channels (e.g. television, speech, print, etc) available &

the particular one used.
◦ The specific characteristics of that channel
◦ The sender’s (and receiver’s) skill using that channel

Examples?
Gerbner’s Model (1956) Example:

https://www.youtube.com/watch?v=DMkQm3bTOBQ
Berlo’s SMCR Model (1960)
S M C R
Source Message Channel Receiver
Comm. Seeing Comm.

Skills Skills
Elements Structure
Attitude Hearing Attitude
Knowledge Touching Knowledge

Treatment
Soc. Smelling Soc.
System System
Culture Content Code Tasting Culture
On the surface, a basic linear model. The acronym SMCR is sometimes used as a mnemonic for basic
elements in a comm scenario
Speeding date example:
https://www.youtube.com/watch?v=lU7alwkLuE8
Berlo’s SMCR Model
Berlo’s model explores how complexity in 4 basic comm elements
(source, message, channel, & receiver) can affect ‘fidelity’. 3
important concepts:
1. Complexity—Each element is represented as a system (i.e. as
combination of interdependent components)
Berlo’s SMCR Model
2. Psychological noise—differences in
cognitive factors & contexts (e.g.
knowledge, attitude, socialization)
can inhibit comm
3. Human comm as perception—via

encoding & decoding of messages
by individuals
Westley-MacLean Model (1957)
fBA
A = reporter (observer)
x1 C = editor (gatekeeper)
fCA
x2 B = the audience
A C B
(receiver)
x1 x11
x3 f = feedback
fBC
xi = information
x3 x1 = message
x3
x11 = modified message
x4
Westley-MacLean Model
◦ Uses the context of journalistic reporting to explore how
messages can be modified by intermediary agents before
reaching their intended target
◦ Introduced the concept of a Gatekeeper

◦ An intermediary agent w/ control over info flow.
◦ Can affect message by restricting or facilitating access
and/or by altering content
fBA
A = reporter (observer) o Editor is a gatekeeper—
C = editor (gatekeeper)
modifies reporter’s
x1 fCA message (story) before it
x2
B = the audience reaches the audience
A C B
(receiver)
x1 x11
x3 f = feedback ◦ Intentional gatekeeping—
fBC choices made by the editor
xi = information in the editorial process
x x1 = message
3 x3
◦ Unintentional
x11 = modified message gatekeeping—influence of
x4 editor’s perceptual filtering
Gatekeepers exist in any comm context where messages pass
through an intermediary
◦ Other examples of gatekeepers in comm:
◦ Personal assistant (like the editor, a positional gatekeeper)
◦ Leaving a message w/ a friend’s roommate (incidental

gatekeeper)
Convergence Model (1979)
Considers communication a
process in which participants
create and share information
with one another in order to
reach a mutual understanding
Focuses on:
o Communication as a process
o Communication interactions
as often cyclical
o Convergence—tendency to
move towards a common
point (shared focus,
understanding, interest, etc.)
o Comm viewed as a cyclical
process of expressing and
interpreting (assigning
meaning) information
exchanged between
individuals, who, over
time, progress towards
convergence.
o Adopts a transactional
perspective
Properties of Communication
Collectively, our definitions & models suggest several properties of

communication
Communication is a process
◦ Involves change over time
◦ Elements are dynamic
◦ Comm interactions are influenced by previous comm and

affect future comm
Communication is continuous
◦ Difficult to break down into discrete, independent
elements/acts
Communication is symbolic
◦ Relies on symbols (messages) to convey meaning
◦ Symbols (messages) as distinct from meaning & arbitrary
to some degree
Communication is irreversible
◦ Can’t ‘take back’ a message. Refuting or asking to ignore is not the
same.
◦ Ex: Miranda warning
Communication is systemic
◦ Elements of comm are interrelated.
◦ System properties influence individual components
Communication is transactional
◦ Simultaneous exchange & mutual influence
Communication is often flawed

◦ Miscommunication, ambiguity, gatekeeping
◦ https://www.youtube.com/watch?v=4EuKgw-4_8g
Communication is inclusive
◦ Encompasses a wide variety of contexts, approaches, participants, etc.
We can further specify 3 properties of communication involving
humans
1. Human comm involves both intentional & unintentional

processes
◦ Consider NV Comm
2. Messages in human comm have multiple dimensions.
◦ Ex. in interpersonal comm:
◦ Content dimension—what a message explicitly says
◦ Relational dimension—what a message implies about the

relationship between communicators
3. Human comm is a process of perception
◦ Meaning in comm is perceived
◦ Perceptual differences bridged through comm
◦ Comm shapes perception & vice versa

Class Activity
Please pick one concept from what we’ve

learned today, explain it and give an
example for it. 
If we still have time….

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COMMUNICATION

COM 101 Principle of Communication (e-text)

Communication is a process by which

3 general purposes of models:

◦ Prediction: directionality and nature of changes

◦ Control: instrument of control

◦Describe the overall process of communication or explore

◦Illustrate important concepts, contexts, or theoretical

◦More effectively represent relationships

◦Are often based in a specific context—may need to be

◦May require supplemental info to make sense

◦Linear, interactive, & transactional

◦…and 6 specific ones

◦Lasswell’s, Shannon-Weaver, Gerbner’s, Berlo’s, Westley-

◦ You don’t need to copy the diagrams—They’re included lecture slides

Many early perspectives were linear. Comm described as:

Something you do ‘to’ someone

Why is this limited?

 Says what? ◦ Simple, organizational model, but

 And with what effect?

Describes mediated comm — comm via a device or tech (e.g. telephone)

Channels, Media, Control

1. Role of perception in comm. 2 instances of filtering:

◦ Message (SE) describing event (E) is based on sender’s (M)

◦ Receiver’s understanding of event is based on their

◦ The channels (e.g. television, speech, print, etc) available &

◦ The specific characteristics of that channel

◦ The sender’s (and receiver’s) skill using that channel

Gerbner’s Model (1956) Example:

Comm. Seeing Comm.

Knowledge Touching Knowledge

3. Human comm as perception—via

◦ Introduced the concept of a Gatekeeper

◦ Other examples of gatekeepers in comm:

◦ Personal assistant (like the editor, a positional gatekeeper)

◦ Leaving a message w/ a friend’s roommate (incidental

Collectively, our definitions & models suggest several properties of

◦ Involves change over time

◦ Elements are dynamic

◦ Comm interactions are influenced by previous comm and

Communication is often flawed

1. Human comm involves both intentional & unintentional

◦ Ex. in interpersonal comm:

◦ Content dimension—what a message explicitly says

◦ Relational dimension—what a message implies about the

◦ Meaning in comm is perceived

◦ Perceptual differences bridged through comm

◦ Comm shapes perception & vice versa

Please pick one concept from what we’ve

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