Shannon and Weaver Model Of Communication

Shannon was an American mathematician whereas Weaver was a scientist. The Mathematical theory later came to be known as
Shannon Weaver model of communication or “mother of all models.” This model is more technological than other linear
models.

Concepts in Shannon Weaver Model

Sender (Information source) – Sender is the person who makes the message, chooses the channel and sends the message.

Encoder (Transmitter) –Encoder is the sender who uses machine, which converts message into signals or binary data. It might
also directly refer to the machine.

Channel –Channel is the medium used to send message.

Decoder (Receiver) – Decoder is the machine used to convert signals or binary data into message or the receiver who translates
the message from signals.

Receiver (Destination) –Receiver is the person who gets the message or the place where the message must reach. The receiver
provides feedback according to the message.

Noise –Noise is the physical disturbances like environment, people, etc. which does not let the message get to the receiver as
what is sent.

Explanation of Shannon Weaver Model

The sender encodes the message and sends it to the receiver through a technological channel like telephone and telegraph. The
sender converts the message into codes understandable to the machine. The message is sent in codes through a medium.

The receiver has to decode the message before understanding it and interpreting it. The receptor machine can also act as a
decoder in some cases. The channel can have noise and the receiver might not have the capacity to decode which might cause
problems in communication process.

Here, for instance, brain might be the sender, mouth might be the encoder which encodes to a particular language, air might be
the channel, another person’s ear might be the receptor and his brain might be the decoder and receiver.

Berlo
The Berlo's communication process is a simple application for person-to-person communication, which include communication
source, encoder, message, channel, decoder, and communication receiver. In addition, David Berlo presented some factors
that influence the communication process between two people. The factors include communication skills, awareness level,
social system, cultural system, and attitude.

The Berlo's Model of Communication process starts at the source. This is the part which determines the communication skills,
attitude, knowledge, social system, and culture of the people involved in the communication. After the message is developed,
which are elements in a set of symbols, the encoder step begins. The encoder process is where the motor skills take place by
speaking or writing. The message goes through the channel which carries the message by hearing, seeing, touching, smelling, or
tasting. Then the decoding process takes place. In this process, the receiver interprets the message with her or his sensory
skills. Finally, the communication receiver gets the whole message understood.
Schramm
Communication is usually described along a few major dimensions: Message (what type of things are communicated), source /
emissor / sender / encoder (by whom), form (in which form), channel (through which medium), destination / receiver / target /
decoder (to whom), and Receiver. Wilbur Schramm (1954) also indicated that we should also examine the impact that a
message has (both desired and undesired) on the target of the message.[14] Between parties, communication includes acts
that confer knowledge and experiences, give advice and commands, and ask questions. These acts may take many forms, in one
of the various manners of communication. The form depends on the abilities of the group communicating. Together,
communication content and form make messages that are sent towards a destination. The target can be oneself, another
person or being, another entity (such as a corporation or group of beings).

Communication can be seen as processes of information transmission governed by three levels of semiotic rules:

Syntactic (formal properties of signs and symbols),

Pragmatic (concerned with the relations between signs/expressions and their users) and
Semantic (study of relationships between signs and symbols and what they represent).
Therefore, communication is social interaction where at least two interacting agents share a common set of signs and a
common set of semiotic rules. This commonly held rule in some sense ignores autocommunication, including intrapersonal
communication via diaries or self-talk, both secondary phenomena that followed the primary acquisition of communicative
competences within social interactions.

Wesley and MacLean's model of mass communication

In 1957 Bruce Westley and Malcolm MacLean introduced their theory of mass communication. Their theory was based off of
Newcomb's co-orientation model, which proposed co-orientation as a way to study communication acts between two people
simultaneously orienting toward each other and toward an object.

The basis of the model studies the communication acts between two people, designated as A and B on the model. Westley and
MacLean added the mass media, shown as C, to the model and put it between the sender and the receiver. Within the model,
there are many events, represented as X's. Some of those are interpreted by sender A, then travel through the mass media (C)
to the receiver (B). Some events can go directly to the media, bypassing the sources. The introduction of the mass media into
this model shows that not all messages that the sender is aware of are transmitted to the receiver.

Gatekeeping on multiple
Westley and MacLean's model shows that gatekeeping can be studied on at least two levels of analysis; the individual and the
practices of news work. While many other models focused on the decisions on one person, Westley and MacLean saw the
journalist's job as carrying out policies prescribed by an organization or social system, more or less uniformly. This theory led
people to believe that gatekeeping could be studied on at least five levels. Those levels are:

1. The individual level, such as what a person likes or dislikes, gender, race, sexual orientation or religion.
2. The routine practices level, in which decisions are made about a preestablished set of practices about how the work is
to be done.
3. Communication organizations
4. Social institutions
5. Societies