P resent ed b y Gro u p 2

THE
CONTEXTUAL
MODEL B AC HE L O R O F S C I E NC E IN
D E V EL OP M E T
C OM M UN I C AT IO N -2 A
 WHAT IS A CONTEXTUAL MODEL?
• A context model defines how context data are structured and maintained. It aims to produce a
formal or semi-formal description of the context information that is present in a context-
aware system.
• Contextual models are theoretical descriptions of context. These assist scholars and
individuals to systematically account for contextual variables and meaning in human
interaction.
• The definition of contextual is depending on the context, or surrounding words, phrases, and
paragraphs, of the writing. An example of contextual is how the word "read" can have two
different meanings depending upon what words are around it.

• Something contextual relies on its context or setting to make sense. If you touch someone and
shout "You're it!" in a game of tag, people get it, but if you're in the grocery store tapping
strangers on the shoulder and yelling at them, it's less contextual.
PURPOSE OF CONTEXTUAL MODELS

• Models can be extraordinary tools for presenting ideas with more clarity, positioning your
message when consulting on a project, and providing a framework for your audience.

• A great model can take complex ideas and simplify them – helping to create consensus more
quickly and with a lot less headaches. They are also ideal for capturing your unique
intellectual property for you, your team and your organization.
 Famous contextual models include Covey’s quadrant model (the urgent versus
the important) and the food industry (food pyramid).
The three primary sources of context within
applications are:
INTENT the goal a person is trying to achieve (purchase versus support, for example).

PHYSICAL data gathered from sensors such as cameras, microphones, or accelerometers

SOCIAL the user’s social preferences for instance, LinkedIn versus Facebook, SMS versus
WhatsApp In the digital realm, the three types of context include:

VISUAL PHYSICAL ANALYTIC AND BIG

CONTEXT CONTEXT DATA CONTEXT
 The Strategy of Creating
Contextual Models
Here are a few of trusted contextual modeling strategies you can try on for size this year to elevate your
message and accelerate your communication and engagement.

CHOOSE YOUR MAIN CHOOSE YOUR MOVEMENT

CHOOSE YOUR SHAPE
MESSAGE
models are squares, circles or triangles – simple
determine the main messages you want the great contextual models also include
really! When you think of the idea you want to
model to convey. Do you want to outline movement, especially if the message is
demonstrate in a model, what shape comes to mind?
steps in a process, compare information or aspirational. Can people quickly identify
If you are sharing a process, maybe that feels like a
demonstrate characteristics or provide where they are on the model and maybe
ladder (a triangle can work well here), maybe it is
outcomes? Once you determine your where they want to be? To show movement
about relationships (circles work well, or consider
contextual messages you can then determine in a model could include x/y axis or arrows.
even a venn diagram.)
how to share them in the model.
 CONTEXTUAL MODELS
• Models are amazing tools for capturing attention because their visual nature appeals to so many different
personality types. In any given group, you’ve got people who are analytical people and others who are visual. The
contextual model speaks to both. It gives the information analytics need to process and make a decision, and it lays
out that information in such a way that it makes sense for those who prefer to SEE a process conceptually, rather
than just reading the words. These models help provide both CLARITY and CREDIBILITY for many. (That whole
“seeing is believing” thing is real!)
• Contextual models are diagrams that market your intellectual property, whether you are an internal or external
thought leader. As the expert, you may be an internal thought leader, the go-to person in your firm. That is critical
to comprehend.
• Contextual models will set you distinct if you are renowned as an expert in your field of leadership, as a speaker,
book, trainer, or consultant, and want the world to see and grasp what knowledge you have to contribute.
• In the food industry, we have the food pyramid, whether you believe it or not is irrelevant. What people have
smartly done is they’ve taken the complex, they’ve made it simple, and then put it in a contextual model. So that’s
what contextual models are.
 WHY CREATING
WHEN TO USE
CONTEXTUAL MODELS
CONTEXTUAL MODELS.
ARE NECESSARY
-Since people learn in various ways, it’s important to
-It's all about grabbing people's attention, and you'll
provide context that helps visual learners embrace the
need a model to do it swiftly. People no longer have
information more easily, and your audible learners
time. They don't have time to read your blog, so
connect an image to what they’re hearing. Models are
provide them with a model. They're like, "Oh, I've
also great for summarizing a great deal of information
got it." If they like your model, they'll continue
into a few bite-size images allowing the reader and
reading.
listener to dive deeper into the content they feel is most

relevant to them.
 EXAMPLES OF CONTEXTUAL
MODEL
The contextual model (or models) acknowledges that individuals do not simply respond as empty
containers to information, but rather process information according to social and psychological schemas
that have been shaped by their previous experiences, cultural context, and personal circumstances. One

common area in which a contextual model has been applied is health communication, where practitioners
have long understood the complex relationships between the information presented by health-care
practitioners and the understandings taken away by patients both at the individual level and at broader
public health campaign levels.
 Examples of
Contextual Model
• Contextual models acknowledge that individuals receive information in

particular contexts, which then shape how they respond to that information.
• An example of contextual communication in action is mobile banking. With

these applications, passwords or biometrics like touch or facial recognition

help verify identities. Throughout the user's experience, the app defines
intent (for example, choosing the type of bank account to work with). If

users need to contact the bank, in-app direct calling conveys context to the
bank contact center or chatbot.
 SOURCES:
• ScienceDirect https://www.sciencedirect.com › co...Contextual Design Model - an overview

• https://edisciplinas.usp.br/pluginfile.php/43775/mod_resource/content/1/Texto/Lewenstein%202003.pdf
• https://neenjames.com/create-contextual-models/
• https://www.vonage.com/resources/articles/power-contextual-communication/
• https://neenjames.com/creating-contextual-models/
Thank You!
Do you ha ve an y que stion?