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Communication Models

Data Vs. Information In Communication


What has to be communicated?
data information

knowledge

wisdom

Purest Form Of Communication

Communication And Data Life Cycle


2.0 stored
4.0 edited 1.data

3.0 evaluated

4.0 formatted

5.0 utilized

2.0 destroyed

4.0 synthesized

Alvin Toffler
One of the most prominent research worker done a lot of contribution in the field of communication has taken pain to classify the entire communication era into three phases /wave

Alvin Toffler classification


The first phase /wave The second phase /wave The third phase / wave

First Wave
First wave/ agrarian society:- most of the communication passed mouth-to-ear and face-to face within small groups. The world was without newspaper, radio, television. It has speak and listen and speak situation

Second Wave
Second wave/ wealth creation:- was based an mass production and needed more communication at a distance.
(post office, telegraph, telephone), (newspaper, magazine, movies, radio, television) was the prime media of communication in the industrial societies

Third Wave
Third wave/electronic revolution :- targeted communication system emerged, markets were more prominent, age, gender, social class, lifestyle grouping Etc.

Enabled more personal communication (mobile phone, fax, video conferencing, email, online system)

Communication Models
However, that the field of communication has evolved considerably since the 1960's, the models what are thought today are same to the models which were thought 40 years back

Models: Aim to present communication as a process. It is like a map.

Communication Models
Classified into 3 categories Linear model

Interactive models

Transaction model

Linear Model

Focus On One Way Communication

Linear Model Communication As Action


Source Message Channel Receiver Noise
Example Classical Aristotles model

Concentrates on one way communication

In health care (mass communication is a example) (immunization programs, awareness programs, etc)
(Television ads, Boucher's, pamphlets are example of linear communication)

Interactive Models

Listeners Respond To Speakers In Form Of Feedback

Source Message Channel Receiver Feedback Noise

Interactive Model
Bidirectional model

Listeners respond to speakers Key feature - feedback Personal fields of experience Limitations

Concentrates on two way communication FEED BACK IS INVOLVED Communication with external entities (government, boards , suppliers, partners etc)

Transaction Model

Bidirectional flow of information takes place

Transaction Model
Source / Receiver Message Receiver / Sender Channel Noise

Simultaneously sending and receiving of messages in a communication episode, Cooperative process, Influenced by past experience, Includes both verbal and nonverbal elements Doctor- patient communication, Meanings negotiated, Meanings contextual, front office communication

Classical Communication Model

Aristotle focused on research and elaborated the

thinking behavior One of the earliest definitions of communication came from the Greek philosopher-teacher Aristotle (384-322 B.C.). Aristotles speaker-centered model received perhaps its fullest development in the hands of Roman educator Quintilian (ca. 35-95 A.D.), whose Institutio Oratoria was filled with advice on the full training of a good speakerstatesman

Classical Communication Models Aristotles model.


1.A speaker Discovers, .invents proofs

2.Arranges those proofs 3.Clothes the ideas In style 4.Delivers Through memory

Shannon's Model of Communication Focused on communication over engineers view


Claude Shannon, an ENGINEER for the Bell Telephone Company, designed the most influential of all early communication models. His goal was to formulate a theory to guide the efforts of engineers in finding the most efficient way of transmitting electrical signals from one location to another (Shannon and Weaver, 1949). Shannon's (1948) model of the communication process is, in important ways, the beginning of the modern field

Bell's drawing of the workings of a telephone, from his original sketches

Details about this model


An information source. Presumably a person who creates a message
The message, which is both sent by the information source and received by the destination. A transmitter. For Shannon's immediate purpose a telephone instrument that captures an audio signal, converts it into an electronic signal, and amplifies it for transmission through the telephone network.

The signal, which flows through a channel, There may be multiple serial signals, with sound and/or gesture turned into electronic signals, radio waves, or words and pictures in a book. ( in his model if signal dies down he uses repeaters to make it alive and travel forward)

A carrier or channel, which is represented by the small box in the middle of the model. The most commonly used channels include air, light, electricity, radio waves, paper, and postal systems. A receiver. In Shannon's conception, the receiving telephone instrument. In face to face communication a set of ears (sound) and eyes (gesture). In television, several layers of receiver, including an antenna and a television set A destination. Presumably a person who consumes and processes the message

Noise, in the form of secondary signals that obscure or confuse the signal carried that creates disturbance if effective measures are taken it can be minimized

An bi-directional /Interactive Model


The bi-directional of communication is commonly addressed the elaborations of Shannon's model

Without changing any other element of Shannon's model.


The key concept associated with this elaboration is that destinations provide feedback on the messages they receive such that the information sources can adapt their messages, in real time.

This is an important elaboration, and as generally depicted, a radically oversimplified one. Feedback is a message (or a set of messages).

A immediate exchange/ Transactional Model


This model calls neither sender nor receiver but call them communicators who both create and consume messages. This is, in many ways, an excellent model of the faceto-face interactive process In organizational setup face-to-face head-complement interactions, the boss (head) has considerably more freedom (in terms of message choice, media choice, ability to frame meaning, ability to set the rules of interaction) and power to allocate message bandwidth than does the employee (complement).

An Intermediary Model.
Intermediary model of communication (sometimes referred to as the GATEKEEPER MODEL OR TWOSTEP FLOW (Katz, 1957)). FOCUSES MAINLY ON MASS COMMUNICATION

Focuses on the important role that

intermediaries often play in the communication process

Mass communication texts frequently specifically

associate editors, producers, directors who decide what stories will fit in a newspaper or news broadcast, with this intermediary or gatekeeper role.
Where gatekeepers, in the form of bridges

between speaker and audience

Osgood & Schramm Circular Model

Wilbur Schramm (1954) was one of the first to alter the mathematical model of Shannon and Weaver. He conceived of decoding and encoding as activities maintained simultaneously by sender and receiver; he also made provisions for a two-way interchange of messages. Notice also the inclusion of an interpreter as an abstract representation of the problem of meaning. The Osgood and Schramm circular model is an attempt to remedy that deficiency: The model emphasizes the circular nature of communication. The participants swap between the roles of source/encoder and receiver/decoder.

Healthcare communication
The study and use of communication strategies to
inform and influence individual and community decisions that enhance health.

Use the principles of effective health

communication to plan and create initiatives at all levels, from one brochure or Web site to a complete communication campaign.

Successful health communication programs involve

more than the production of messages and materials. They use research-based strategies to shape the products and determine the channels that deliver them to the right intended audiences.

What Health Communication Can and Cannot Do


Communication cannot: Compensate for inadequate health care or access to health care services Produce sustained change in complex health behaviors without the support of a larger program for change, including components addressing health care services, technology, and changes in regulations and policy Be equally effective in addressing all issues or relaying all messages because

Communication alone can: Increase the intended audiences knowledge and awareness of a health issue, problem, or solution Influence perceptions, beliefs, and attitudes that may change social norms and Prompt action Demonstrate or illustrate healthy skills Reinforce knowledge, attitudes, or behavior Show the benefit of behavior change ,Increase demand or support for health services Refute myths and misconceptions and Strengthen relationships with healthcare professionals

Communication Can Affect Multiple Types of Change

Individuals (affect individuals awareness, knowledge, attitudes, self efficacy, skills, and commitment to behavior change) Groups (relationships between customers and employees at a salon or restaurant, exercisers who go to the same gym, students and parents in a school setting, employees at a worksite, and patients and health professionals at a clinic) CommunitiesCommunity opinion leaders and policymakers can be effective allies in influencing change in policies, products, and services that can hinder or support peoples actions. SocietySociety as a whole influences individual behavior by affecting norms and values, attitudes and opinions, laws and policies, and by creating physical, economic, cultural, and information environments.

Examples of the results of physicianpatient communication include:


Doctor-patient communication has been associated with improved recovery from surgery, shortened hospital stays, lower blood pressure and blood sugar, and better health status. People who quit smoking in response to physician advice are more likely to make repeated attempts to quit and are more likely to remain off cigarettes.

Examples of the results of physicianpatient communication include:


Women said a major reason they never had a mammogram was, My doctor never recommended one. in other cases increased the number of physicians who recommended mammography, screening rates also rose.
Most people in a said their preferred source of information about prescription medicines is their physician. When patients and physicians communicate, compliance improves.

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