BADARAN, SYRAH LOU M.

GRADE 11- SARDONYX

MEDIA AND INFORMATION LITERACY: ACTIVITY

Types of Communication Model

Communication models are systematic representations of the process which helps in

understanding how communication works can be done. Models show the process

metaphorically and in symbols. They form general perspectives on communication by

breaking communication from complex to simple and keeps the components in order.

Communication models can sometimes encourage traditional thinking and stereotyping

but can also omit some major aspects of human communication.

 Linear Model of Communication
Linear model of communication is a simple one-way communication model. The
message flows in a straight line from sender to the receiver. There is no concept of
feedback. The only task that a receiver does here is to receive the message. Different
models that follow linear model of communication are:
 Lasswell’s Model
 Aristotle’s Model
 Shannon Weaver Model
 Berlo’s S-M-C-R Model

 Transactional Model of Communication

In transactional model, senders and receivers both are known as communicators and
both play equally important role in communication. Transactional model relates
communication with social reality, cultural up bringing and relational context
(relationships). Non-verbal feedback like gestures, body language, is also considered as
feedback in this model. Different models that follow transactional model of
communication are:
 Barnlund’s Transactional Model
 Helical Model
 Becker’s Mosaic Model

 Interactive Model of Communication

Interactive model or convergence model is similar to transactional model as they are
both two-way communication model. But interactive model is mostly used for new media
like internet. Here, people can respond to any mass communications like videos, news,
etc. People can exchange their views and ideas. Different models that follow
interactive model of communication are:
 Schramm’s Interactive Model

 Other Communication Models

 Riley & Riley Model of Communication

 Westley and MacLean’s Conceptual Model

Lasswell’s model
Harold Dwight Lasswell (February 13, 1902 — December 18, 1978)

Harold Dwight Lasswell, the American political scientist states that a

convenient way to describe an act of communication is to answer the
following questions

 Who
 Says What
 In Which Channel
 To Whom
 With what effect?
This model is about process of communication and its function to society, According to
Lasswell there are three functions for communication:

1. Surveillance of the environment

2. Correlation of components of society
3. Cultural transmission between generation
Lasswell model suggests the message flow in a multicultural society with multiple
audiences. The flow of message is through various channels. And also this
communication model is similar to Aristotle’s communication model.

In this model, the communication component who refers the research area called
“Control Analysis”,

Says what is refers to “Content Analysis”,

In which channel is refers to “Media Analysis”,

To Whom is refers to “Audience Analysis”

With What Effect is refers to “Effect Analysis”

Example:
CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power station
resulted in about 100 times the permitted level of radioactive material flowing into the
sea, operator Tokyo Electric Power Co said on Saturday.

Who – TEPC Operator

What – Radioactive material flowing into sea

Channel – CNN NEWS (Television medium)

Whom – Public

Effect – Alert the people of japan from the radiation.

Advantage of lasswell model:

 It is Easy and Simple
 It suits for almost all types of communication
 The concept of effect
Disadvantage of lasswell model:
 Feedback not mentioned
 Noise not mentioned
 Linear Model

Aristotle’s Communication Model

Aristotle, a great philosopher initiative the earliest mass communication
model called “Aristotle’s Model of Communication”. He proposed model
before 300 B.C who found the importance of audience role in
communication chain in his communication model. This model is more
focused on public speaking than interpersonal communication.

Aristotle Model of Communication is formed with 5 basic elements

(i) Speaker, (ii) Speech, (iii) Occasion, (iv) Audience and (v) Effect.

Aristotle advises speakers to build speech for different audience on different time
(occasion) and for different effects.

Speaker plays an important role in Public speaking. The speaker must prepare his
speech and analysis audience needs before he enters into the stage. His words should
influence in audience mind and persuade their thoughts towards him.

Example:

Alexander gave brave speech to his soldiers in the war field to defeat Persian Empire.

Speaker           –    Alexander

Speech            –    about his invasion

Occasion        –    War field

Audience        –    Soldiers

Effect              –    To defeat Persia

Shannon and Weaver Model of Communication

In 1948, Shannon was an American mathematician, Electronic engineer and Weaver
was an American scientist both of them join together to write an article in “Bell System
Technical Journal” called “A Mathematical Theory of Communication” and also called as
“Shannon-Weaver model of communication”.

This model is specially designed to develop the effective communication between

sender and receiver. Also they find factors which affecting the communication process
called “Noise”. At first the model was developed to improve the Technical
communication. Later it’s widely applied in the field of Communication.

The model deals with various concepts like Information source, transmitter, Noise,
channel, message, receiver, channel, information destination, encode and decode.

Sender:  The originator of message or the information source selects desire message

Encoder: The transmitter which converts the message into signals

Note: The sender’s messages converted into signals like waves or Binary data which is
compactable to transmit the messages through cables or satellites. For example: In
telephone the voice is converted into wave signals and it transmits through cables

Decoder: The reception place of the signal which converts signals into message. A
reverse process of encode

Note: The receiver converts those binary data or waves into message which is
comfortable and understandable for receiver. Otherwise receiver cannot receive the
exact message and it will affect the effective communication between sender and
receiver

Receiver: The destination of the message from sender

Note: Based on the decoded message the receiver gives their feedback to sender. If
the message distracted by noise it will affect the communication flow between sender
and receiver

Noise:  The messages are transferred from encoder to decoder through channel.
During this process the messages may distracted or affected by physical noise like horn
sounds, thunder and crowd noise or encoded signals may distract in the channel during
the transmission process which affect the communication flow or the receiver may not
receive the correct message

Note: The model is clearly dealing with external noises only which affect the messages
or signals from external sources. For example: If there are any problems occur in
network which directly affect the mobile phone communication or distract the messages

Practical Example of Shannon-Weaver model of communication:

Thomson made call to his assistant “come here I want to see you”.  During his call,
noise appeared (transmission error) and his assistant received “I want” only. Again,
Assistant asked Thomson (feedback) “what do you want Thomson”.

Sender:   Thomson

Encoder:   Telephone (Thomson)

Channel:   Cable

Noise:   Distraction in voice

Reception:   Telephone (Assistant)

Receiver:   Assistant.

Due to transmission error or noise, Assistant can’t able to understand Thomson’s

messages.

*The noise which affect the communication flow between them.

Criticism of Shannon-Weaver model of communication:

1.       One of the simplest models and its general applied in various communication
theories
2.       The model which attracts both academics of Human communication and
Information theorist to leads their further research in communication
3.       It’s more effective in person-to-person communication than group or mass
audience
4.       The model based on “Sender and Receiver”. Here sender plays the primary role
and receiver plays the secondary role (receive the information or passive)
5.       Communication is not a one-way process.  If it is behaved like that, it will lose its
strength. For example: Audience or receiver who listening a radio, reading the books or
watching television is a one-way communication because absence of feedback
6.       Understanding Noise will help to solve the various problems in communication

BERLO’S SMCR MODEL OF COMMUNICATION

Berlo’s model follows the SMCR model. This model is not specific to any particular
communication.

Berlo’s model includes several factors under each of the elements:

Source: The source is situated where the message originates.

Communication skills – It is the skill of the individual to communicate. For example,

the ability to read, write, speak, listen etc.

Attitudes – This includes attitudes towards the audience, subject and towards oneself.
For example, for the student, the attitude is to learn more and for teachers, it is to help
teach.

Knowledge– Communicating also means that the person needs to be knowledgeable

about the subject or topic. For e.g. a teacher needs to know about the subject in detail
that he or she teaches so that they can communicate properly such that the students
understand here.

Note: It refers, not to the general knowledge, but to the knowledge of the subject that
the person is communicating and their familiarity with it.

Social system – The social system includes the various aspects of society like values,
beliefs, culture, religion, and a general understanding of society. It is where the
communication takes place.

For example, classrooms differ from country to country just like people’s behaviours and
how they communicate, etc.

Note: We can communicate only to the extent that the social system allows. When we
communicate, we take the social system into account.

Culture: Culture of a particular society also comes under the social system.
According to this model, people can communicate only if the above requirements are
met in the proper or adequate proportion.

Encoder: The sender of the message, from where the message originates, is referred
to as the encoder. So, the source encodes the message here.

Message

Content – The body of a message, from the beginning to the end, comprises its
content. For example, whatever the class teacher teaches in the class, from beginning
to end, is the content of the message.

Elements – It includes various things like language, gestures, body language, etc. They
constitute all the elements of a particular message. Any content is accompanied by
some elements.
Treatment – It refers to the packing of the message and the way in which the message
is conveyed or the way in which it is passed on or delivered.
Note: When there is too much treatment, communication will not go smoothly.

Structure– The structure of the message refers to how it is arranged; the way people
structure the message into various parts.

Note: Message is the same, but if the structure is not properly arranged then the
receiver will not understand the message.

Code– The code of the message refers to the means through which it is sent and in
what form. It could be, for example, language, body language, gestures, music, etc.
Even culture is a code. Through this, people give and receive messages and
communication takes place.

Note:  Only when the code is clear, the message will be clear. The wrong usage may
lead to misinterpretation.

Channel–  It refers to the five sense organs. The following are the five senses:
 Hearing
 Seeing
 Touching
 Smelling
 Tasting

Communication occurs through one or more of these channels.

Hearing: The use of ears to receive the message. For example, orally transmitted
messages, interpersonal communication etc.

Seeing: Visual channels, for example, Watching television so the message is conveyed
through the scene/film.

Touching: The sense of touch can be used as a channel to communicate. For example,
we touch, buy food, hugging our loved ones,etc.

Smelling: Smell also can be a channel to communicate. For example, perfumes, food,
fragrances etc. Charred smell communicates something is burning. People can deduct
which food is being cooked by its smell etc.

Tasting : The tongue is a muscular organ used in the act of eat and taste food. For
example, while a food is being shared, the communication can happen regarding its
taste.
Note: Despite not mentioning a medium, we need to assume that as communication is
taking place, channels can be any of the 5 senses or combination.

Decoder : The person who receives the message and decodes it is referred to a
decoder.

Receiver: The receiver needs to think all the contents and elements of the source, so
as to communicate/responds to sender effectively.;
Berlo’s model believes that for effective communication to take place, the source and
the receiver need to be on the same level. Only then communication will happen or take
place properly. Hence, the source and the receiver should be similar.

For example, if the communication skill of the source is good, then the receiver should
have equally good listening skills.

It cannot be said that the receiver does not receive the whole message because even
though he may receive it, but may not be able to interpret its meaning. For effective
communication, the source and the receiver need to be on the same level.

Note: Self-image differs from person to person. For communication, the person should
consider the receiver, speak accordingly and give them what they need.

Criticism of Berlo’s SMCR model of communication:

1. There is a lack of feedback. The effects are practically unknown.
2. It does not mention the barriers to communication.
3. There is no room for noise.
4. It is a rather complex model.
5. It is a linear model of communication.
6. It requires people to be on the same level for effective communication to
happen. However, that rarely happens in everyday life.
7. The main drawback of the model is that it omits the usage of sixth sense as a
channel of communication, which is an asset to human beings (thinking,
understanding, analyzing etc.)

Barnlund’s Transactional Model of Communication

Dean Barnlund proposed a transactional model of communication in 1970
for basic interpersonal communication which articulates that sending and receiving of
messages happens simultaneously between people which is popularly known as
Barlund’s Transactional Model of Communication
The model has been further adapted and reformed by other theorists as General
Transactional Model. The model shifted from the trend of linear
model to dynamic and two way communication model.
Concepts of Barnlund’s Transactional Model of Communication

Barnlund’s Transactional Model is a multi-layered feedback system. This is a

continuous process where sender and receiver interchanges their places and both are
equally important. The message passing takes place with a constant feedback being
provided from both parties. A feedback for one is the message for the other.

Components of Barlund’s model

Cues refers to the signs for doing something. As per Barnlund there are: public
cues, private cues and behavioral cues. In the model diagram shown above, spiral lines
gives graphic representation to the assumptions like public cues and private cues.
  Public cues (Cpu) are physical, environmental or artificial and natural or
man-made.
 Private cues (Cpr) are also known as private objects of orientation which
include senses of a person. Both these cues can be verbal as well as non-
verbal. Another set of cues are behavioral cues.
 Behavioral cues can be verbal (Cbehv) as well as non-verbal (Cbehnv).
The arrows and their directions show that the message is intentionally sent and actively
taken where the receiver plays a key role of giving feedback. Arrows also show the
process of production of technical encoding, interpretation and decoding.

The jagged lines show that the availability of cues can be unlimited and are denoted
as VVVV.
The valence signs, +,0 and – are also attached to these types of cues which illustrates
the amount/degree/strength of attractiveness of the cues in the message.
Speech act refers to particular instance of communication in the model.
Filters are the realities of people engaged in communication. Here the senders’ and
receivers’ personal filters might differ according to cultures, traditions, content of the
message, etc.
Noise is the problem that arises in communication flow and disturbs the message flow.

Advantages of Barnlund’s Transactional Model of Communication

 The model shows shared field experience of the sender and receiver.
 Transactional model talks about simultaneous message sending, noise and
feedback.
 Barnlund’s model is taken by critics as the most systematic model of
communication.
Disadvantages of Barnlund’s Transactional Model of Communication
 Barnlund’s model is very complex.
 Both the sender and receiver must understand the codes sent by the other.
So they must each possess a similar “code book”. (The concept of code
book is not mentioned in the model but understood.)

Helical Model of Communication

In 1967, Frank Dance has proposed the communication model called Dance’s Helix
Model for a better communication process. The name helical comes from “Helix” which
means an object having a three-dimensional shape like that of a wire wound uniformly
around a cylinder or cone. He shows communication as a dynamic and non-linear
process.

Theory
Dance’s model emphasized the difficulty of communication. Frank Dance uses the form
of a Helix to describe the communication process. He developed this theory based on a
simple helix which gets bigger and bigger as it moves or grows. The main
characteristics of a helical model of communication is that it is evolutionary.
Frank Dance explains the communication process based on this Helix structure and
compares it with communication. In the Helix structure, the bottom or starting is very
small then it gradually moves upward in a back and forth circular motion which forms
the bigger circle in the top and it is still moves further. The whole process takes some
time to reach. As like helix, the communication process starts very slowly and defined
small circle only. The communicators shared information only with a small portion of
themselves to their relationships. Its gradually develops into next level but which will
take some time to reach and expanding its boundaries to the next level. Later the
communicators commit more and shared more portions by themselves.

Example
When a child is born the only means of communication for him is crying, he cries for
everything like hunger, pain, cold etc.. As the child grows the means of communication
become wider and broader. He learns to make noises then he learns a language to
obtain attention and to fulfil his needs. As a Helix, the process of communication, in this
case, started as crying and later it developed into a complex and compound means.

The Helical model of communication is largely dependent on its past. A child learns to
pronounce a word in his elementary classes and throughout his life he uses that word in
the same way he learnt. Just like that, we used to react to certain things in a certain way
in our childhood and such reactions and habits lasts with us forever. The
communication evolves in the beginning in some simple forms then the same process of
communication functions and develops based on past activities. Thus, his way of
communication or his reactions may also different from the past behavior and
experiences. It develops further with modifications according to the situations.

Therefore the model concludes that the process of communication is like a continuous
curve with some changes or flexibility. The base of the helical curve (lower level) can be
affected and/or altered at any time accordingly the experience of an individual.

Conclusion
Frank Dance included the concept of time in his theory. The lifetime experience gained
over the issue will always be based on the similar event/incident happened in the past
according to him. This theory of communication was subject to a number of
experimental researches. Even though this model of communication clarifies everything
there is a problem of oversimplification. According to this theory, a communication
process is the product of what we learnt.
Becker’s Mosaic Model of Communication

Sam Becker proposed a communication model in “The Prospect of Rhetoric” (1968),

which is known as Becker’s Mosaic Model of Communication. According to him, the
classical models of communication are not very useful in contemporary communication.
The model explains the complexity of human communication. It also describes the
randomness of the origin of messages and communication as a dynamic process. The
model is believed to reduce the limitations of the linear models. The model stresses the
meaning of messages. The model was inspired by Marshall McLuhan’s views and
metaphors of television as a collection of light and dark spots.

Components of Becker’s Mosaic Model of Communication

1. Empty cells– Unavailable messages or sources
2. Vertical layers– Set of similar messages
3. Cells– Messages and sources
4. Receivers go through the cells in loops every time
5.
Concepts of Becker’s Mosaic Model of Communication
Every person lives and exists in the web of communications which reciprocally makes
the person unique. Messages construct humans and humans construct messages.
Message depends on information source, culture, social situations, and environment.
The constructed message is just a small step to the formation of complicated
communication environment which is known as a “Mosaic”.

The mosaic is formed from the network of bits of information. Bits of information help in
making a complete picture of any situation. There are many sources of information and
messages. Every individual will take the information that he/she needs and ignores all
others. These fragments of information can be about anything, in any time and in any
space. The channels the bits are sent can also vary. These bits are pieced together by
a person as per the needs to form a message. When another person receives the
message, the second person not only interprets according to the bits of information that
is in the message, but also interprets it with the help of all the past bits of information
the person can relate the message to.

Communication is shown in a three dimensional cube formed with bits of information

and time-space dimensions. It is taken as non linear.
The mosaic model talks about message environment being a major factor for rhetoric.
The receiver is only exposed to the rhetorical message sent by the sender, and so the
message must make an influence over the receiver. The receiver’s environment is also
important as the message that is received is more essential than the one that is sent.

Communicative acts are formed by linking more than one social situation. The same
message can be sent differently, as the gaps in time, modes of presentation and
situations are always different.

There are two processes in Mosaic model of communication. They are:

 Bits of information are always increasing, has a wide range of varieties and
sources
 Mostly, there is repetitiveness in similar transaction of messages or the
message can sometimes be in isolation
Advantages of the Becker’s Mosaic Model of Communication
 The mosaic model of communication shows the complexity of
communication and says communication is dynamic.
 The model explains why the exposure to message varies.
 The model also talks about individual differences between people.
 The message is said to be interpreted in comparison to the information
available and relationship of the bit of information.

Disadvantages of the Becker’s Mosaic Model of Communication

 The mosaic model of communication does not explain many dimensions
like environmental and social.
 The new bits of information are useless if the last bits are lost.
OSGOOD- SCHRAMM MODEL OF COMMUNICATION

It is a Circular Model, so that communication is something circular in nature

Encoder – Who does encoding or Sends the message (message originates)

Decoder – Who receives the message
Interpreter – Person trying to understand (analyses, perceive) or interpret
Note: From the message starting to ending, there is an interpretation goes on. Based
on this interpretation only the message is received.
This model breaks the sender and receiver model it seems communication in a practical
way. It is not a traditional model.

It can happen within our self or two people; each person acts as both sender and
receiver and hence use interpretation. It is simultaneously take place e.g. encoding,
interpret and decoding.

Semantic noise is a concept introduced here it occurs when sender and receiver apply
different meaning to the same message. It happens mostly because of words and
phrases for e.g. Technical Language, So certain words and phrases will cause you to
deviate from the actual meaning of the communication.

Note: When semantic noise takes place decoding and interpretation becomes difficult
and people get deviated from the actual message.
Advantage of Osgood- Schramm model of communication
1. Dynamic model- Shows how a situation can change
2. It shows why redundancy is an essential part
3. There is no separate sender and receiver, sender and receiver is the same
person
 4. Assume communication to be circular in nature
5. Feedback – central feature.
6.
Disadvantage of Osgood- Schramm model of communication
This model does not talk about semantic noise and it assume the moment of encoding
and decoding.

Riley & Riley Model of Communication

John W. and Matilda White Riley, the husband and wife team of sociologists from
Brunswick published many articles together on communication. The Riley developed a
model to illustrate the sociological implications in communication. They discuss their
ideas about communication theory in an article entitled “Mass Communication and the
Social System” (Sociology Today, 1959). The basis for their ideas lies in the work of
Aristotle and Lasswell and point out the importance of the sociological view in
communication in another way.

Riley & Riley Model:

The Riley and Riley Communication Model

 Larger Social Structure 1 contains Communicator, Primary Group a1 and a2.

Communicator (c) is representing the larger social group 1.
 Larger Social Structure 2 contains Receiver, Primary Group b1 and b2.
Receiver (R) is representing the larger social group 2.
 Larger Social group 1 and larger social group 2 is coming under the Over All
Social System.

Who is this Primary Group?

Primary groups are distinguished by their degree of intimacy say may be friends,
relatives. There is also secondary group otherwise known as the reference group
(though not mentioned in the figure) who doesn’t share a very intimate relationship with
C or R but do influence in the communication process. e.g.: any organization C or R
belong to (fan club).

The model indicates that the Communicator (C) sends a message with agreement to
the expectations of the groups and other people in the larger social system. The
communicator is a part of a larger social structure and the group is called as a “Primary
Groups”. In simple words, a communicator is influenced by the primary group.

The Receiver is also working as like as Communicator which is also influenced by the
other groups in the larger social system. The receiver (R) receives the feedback based
on the communicator’s message from its primary social groups. Then send that
feedback to communicator (C) to rectify any issues or problems.

The important point is both Communicator and Receiver are a part of an over-all social
system.

Importance of the Model:

 The model clearly illustrates that communication is a two-way proposition.
 Communicator and recipient are interdependent and interrelated by feedback
mechanisms.
 Communicator and receiver are part of a larger social context (be it family,
community, or workplace); and are not acting in isolation.
Example:

Let us say there has been a new library website unveiled, it is determined that the
library terms, or jargon, used for navigating the website is confusing the students as
they browse the site. The communicator (C) would be the library Dean and staff who
have created the website and have included terminology and relate to (influence by the
primary group). The college librarians would be the larger social structure in which
Communicator (C) is a part of librarian’s staff community as well as student’s
community.
The receiver (R) is the college student who does not understand the jargon and
becomes frustrated in his/her search for information. The receiver, who is a member of
sociological groups containing all students, has their own expectations which is  relate
to the library web site and how they navigate it.
The Receiver (R) informs about the issues directly to Communicator (c). Based on the
receiver’s compliant, the communicator solves these issues by his primary group
members (staffs).
This communication model helps to solve the dispute between the two groups in the
large social structure as well as it evolves the better understanding between those two
groups.

Westley and MacLean’s Model of Communication

In 1957 Westley and MacLean’s model of communication is proposed by Bruce Westley

(1915-1990) and Malcolm S. MacLean Jr (1913-2001). Being one of the creators of
journalism studies, Westley served as a teacher at the University of Wisconsin,
Madison, between 1946 and 1968. Malcolm was director of University of Journalism
School (1967-74) and co-founder of the University College at University of Minnesota.

This model can be seen two contexts, interpersonal and mass communication. And the
point of difference between interpersonal and mass communication is the feedback. In
interpersonal, the feedback is direct and fast. In the mass, the feedback is indirect and
slow.

Model:
Westely and Maclean realized that communication does not begin when one person
starts to talk, but rather when a person responds selectively to his/her physical
surroundings. This model considers a strong relation between responds from
surroundings and the process of communication. Communication begins only when a
person receives message from surroundings. Each receiver responds to the message
they received based on their object of orientation.

X1, X2, X3 and X4…. —are news articles or information, Feedback (f), Clients (A),
Reader or Audience (B) and Gate Keeper (c)

Example:
A Daily News Papers will receive many Press releases from Many Public Relations
Agencies on behalf of their clients. In this case, Newspaper will publish the selected
Press release due to the space constraints. Then, Readers can directly respond to the
client or they can respond to the News daily which published in the Newspaper. If
Readers responded to daily Newspaper, it would communicate the feedback to concern
PR Agency.

X1, X2 and X3—are Press Release, Feedback (f), Clients (A), Reader (B) and Daily
News Paper (Gate Keeper) (c)

1.    Feedback Loop between Reader (B) and News Paper (C) – fBC
2.    Feedback Loop between News Paper (C ) and Client (A)- fCA
3.    Feedback loop between Reader (B) and Client (A)- fBA.
Merits and Demerits:
 This model accounts for Feedback.
 It can account for different modes of communication, i.e., for both
interpersonal communication and Mass communication.
 It is a predictive model of communication and very descriptive also.
 It also accounts for non-binary interactions, this means that it will remain
good even for communications involving more than two sources.
 Westley and Maclean communication model is Two Dimensional.
 It cannot account for multi dimensions; this means this model will not be
applicable for typical communication events that involve broader context and
wide range of communication messages.