1.

Communication Theory ISD 651 Fall 2002

2. Communications Theory The theory of how messages are communicated between

two entities, including how messages are sent and received, and factors that can
influence or affect changes in the meaning of message throughout the process.

3. Main Points – Shannon Weaver Model A linear view of communication: messages

are encoded by a source and sent through a channel. Messages are then decoded by a
receiver, who then sends the source feedback. Messages may be disrupted by noise.
Schramm adds the factor of fields of experience of the sender and receiver, life
experiences which can enhance communication when they overlap.

4. Theoretical and Practical Applications Communications theory identifies the

means, methods, and elements of communication and feedback.

5. Main People • Claude Shannon – Developed the initial theory of communication.

With Warren Weaver developed the Shannon-Weaver model of Communication
Theory • W. Scramm – Added concept of field of experience to Shannon-Weaver
model • David Berlo – Developed SMCR model, stressing relationship between
source and receiver • Howard Lasswell – Introduced content analysis

6. Relationship to Instructional Design Communication theory is a driving force

behind instructional design. Instruction is designed so that its objectives can be
properly communicated and received by the learner. Both the learner and the designer
receive feedback about the instructional process.

7. Incorporation Into Dick & Carey • Incorporate more learner analysis to include
culture, physical disabilities, learning styles • Provide pre-assessment of learner
cognitive styles • Allow learner control, e.g. sequence • Select media, colors, graphics
appropriate to the learner’s specifics • Select language level appropriate to learner •
Consider multiple versions of assessments taking into account learner characteristics •
Pictures are more memorable than words

8. Websites • http://www.exploratorium.edu/complexity/CompLexicon/Shannon.html •
http://www.cultsock.ndirect.co.uk/MUHome/cshtml/index.html •
http://collaboratory.nunet.net/dsimpson/comtheory.html •
http://art3idea.ce.psu.edu/art3/lessons/lesson_4.html - Aretha Franklin -
Communications Theory relationship •
http://www.aber.ac.uk/media/Documents/short/trans.html

9. Innovative Applications • Use innovative technology to allow the learner to select

the type of media, use interactive design, etc. • Example of new technology – 3D
word maps in the visual thesaurus

10. References • Message production : advances in communication theory / edited by

John O. Greene., Mahwah, N.J. : Erlbaum, 1997. • Watershed research traditions in
human communication theory / edited by Donald P. Cushman and Branislav Kovaci
´c. Albany, N.Y. : State University of New York Press, c1995. • Modern digital and
analog communication systems / B.P. Lathi. Philadelphia : Holt, Rinehart, and
Winston, c1989. • Humancommunicationtheory / Sarah Trenholm. Englewood Cliffs,
N.J. : Prentice-Hall, c1986. • Communicationtheoryandinterpersonal interaction /
selected proceedings from the Fourth International Conference on Culture
andCommunication, Temple University, 1981 ; edited by Sari Thomas. Norwood, N.J.
: Ablex Pub. Corp., c1985.