Module 1: Area 2

Theories and Models in Communication

Read the theories and models in communication and answer the following questions:

Are all communication following certain models?

Can a communication be possible if the speaker is the only element present in the communication
process?

React: “People may HEAR your words, but they feel your attitude.” Maxwell

3. How do you understand the statement above?

Activity 6: Answer 1-3 here:

Models in Communication

Aristotle’s Model of Communication

The great philosopher Aristotle already created this linear model before 300 BC, placing more
emphasis on public speaking than on interpersonal communication. The simple model is presented in
a diagram and is still widely used in preparing seminars, lectures and speeches to this day.

This Model of Communication can roughly be divided into five elements. The speaker is the most
important element, making this model a speaker-oriented model. It is the speaker’s task to give a speech
to the public. The role of the audience is passive. This makes the Aristotle Model of Communication a
one-way model, from speaker to receiver.

Process:
-the speaker should adjust his messages according to the audience and the occasion
 Aristotle Model of Communication effectively describes the three modes of persuasion, namely
logos, pathos, and ethos. These modes of persuasion always influence each other during conversations in
which arguments are shared back and forth, but also in one-way communication, such as during speeches.

Shannon-Weaver’s Model of Communication

The Communication Cycle model is a linear model of communication that provides a schematic
representation of the relation between sender, message, medium/ media and recipient. It was
developed by Claude Elwood Shannon and Warren Weaver.

Process:

- The sender would be the person giving the message, while the encoder (i.e.cellphone, etc) would
be the transmitter which converts the message into signal.
- decoder would be the reception place of the signal which converts signals into message.
Components in the Communication Cycle: sender, message and recipient

Sender. He has an expressive function. Through language and/or body language, he expresses something
and sends it to the recipient.
Message. This is intended for the recipient(s). How the recipient handles it and interprets the message is
called the appellative function. The message itself has to be carried by a medium, also called a channel.
Recipient. In addition to the voice for spoken words, the sender uses gestures, facial expression, posture
and intonation as media. He can also use supporting media, such as a PowerPoint presentation, flip chart,
music or a slide show.

Coding and decoding the message

A message is communicated in different ways; spoken and written words (language), signs such
as smoke, colours and symbols (semantics) and body language (non-verbal communication).
How the message is communicated and how it is understood are two different things. On the one
hand we see (en)coding and on the other decoding. A message has to be transmitted in such a way that it
can be understood by both the sender and the recipient.
The more clearly the sender has encoded the message, the more accurately the recipient can
decode it, minimizing the chance of misunderstandings.
Noise
Still, there can be interference in the Communication Cycle that leads to misunderstandings. This
is then referred to as miscommunication. Within communication, that kind of interference is called noise
or static.
This noise can occur internally, within the Communication Cycle model, or externally, outside of
the Communication Cycle model.
Intentional noise. A generated intentional noise, like turning up the music or nervously ticking on a table.
Internal noise usually occurs at the sender or at the recipient. A distraction that prevents successful
communication. Physical or psychological or emotional distractions can happen in the sender or the
receiver.
External noise generally happens outside of the sender and recipient. A bad phone connection, a
flickering light, a hot exam classroom or construction noises are examples of this.
Feedback. When the sender then responds to the recipient’s message, this is called a response.

Osgood-Schramm Model of Communication

Process:

- Encoding and decoding are not automatic processes both go through the filter of the interpreter.
 - The message may success or fail, based on the interpreter’s appreciation of the message. There
are times when the sender and the receiver may apply different meanings to the message. And
this is termed as “semantic noise.”

It is a circular model communication

Encoder – encoder or Sender of the message (message originates)
Decoder – receiver of the message
Interpreter – Person trying to understand (analyses, perceive) or interpret
It can happen within our self or two people; each person acts as both sender and receiver and
hence use interpretation.
Semantic noise is a concept introduced here it occurs when sender and receiver apply different
meaning to the same message.

White’s Stages of Oral Communication

Thinking Symbolizing Expressing

Monitoring
Transmitting

Feed backing Decoding Receiving

Process:
Communication consists of the following elements:

Sender or Speaker
Receiver or Listener
Message
Channel
Noise
 Activity 7:
1. You are to compare the process
2. Compare the following communication styles:
* Public speaking
* Panel discussion
* Interview
* Radio news casting
Determine the communication model the above styles are using. Write your answers
here:

Activity 8: You are to describe the role of the elements in the communication process. Write
your answer in the box.

Sender/Speaker Receiver/Listener Message Channel Noise