I Right

vs
We Right
Communication
Models
Aristotle’s Model
 Aristotle’s Model

• Greek Philosopher
• Gave emphasis to the
importance of the audience
– Age, education, knowledge of the
topic
– Golden rule
Shannon and Weaver
 Shannon and Weaver

• American mathematician and an electronic

engineer
• American scientist
• To develop effective communication
between sender and receiver
• “noise” is an important factor that affects
the communication process
Wilbur Schramm
 Wilbur Schramm
• Originated from Shannon-Weaver model
• Sender and receiver take turns in playing the
role of encoder and decoder
• Communication only take place when there is
commonality in the field of experience
– Denotation and connotation
– Intonation, accent, rate, facial expression, voice
quality, gesture
– Individual’s knowledge, experience, cultural
background
– Communication is incomplete without feedback
Eugene White
 Eugene White

• Communication is circular and

continuous
• No beginning and end
• Communication can be observed from
any point of the circle
• The speaker can only receive feedback if
the speaker is monitoring the listener
Harold Lasswell
 Harold Lasswell

• American political scientist

• A convenient way to describe an
act of communication is to
answer the questions.
David K. Berlo
 David K. Berlo

• Complex as many key factors

affect what could have been
simple elements
Helix by Frank Dance
 Helix by Frank Dance
• American communication professor
• An object having three-demensional shape
like that of a wire around a cylinder or a
cone
• Example – child
• Process of communication evolves from
the very birth of an individual and
continues for as long as he lives
• Moves forward and comes backward
Roman Jakobson
 Roman Jakobson
• Addresser – sender
• Addressee – receiver
• Context – situation in which the message
was given
• Message – the idea to be expressed
• Contact – the channel through which the
message passes
• Code – the form of the message
Gatekeeper
 Gatekeeper

• Represent mass
communication
• How an audience receives
information from media
Task