Introduction

Learning outcomes:

1. Understand the communication flow based on the framework of various models

2. Differentiate the various communication models

3. Determine the elements and components of communication as presented in the

models.

Different Models of Communication

Aristotle’s Model

Aristotle’s claim that knowledge is derived from the understanding of the whole and not
that of the single parts (Aristotle’s Holism) but with the interrelationship of the parts to
create the whole, it benefits the determination of where the knowledge comes from. With
the dawn of human civilization, we try to explain the flow of any phenomena and even
create a model to cement the elaboration.

Communication, like any body of knowledge, has a structure. Since we learn to speak,
language becomes an integral part of the human communication thus experts try to draw
this linguistic mystery for years. In this lesson,
we will better understand the models used to explain the communication process.

Aristotle’s Model is mainly focused on speaker and speech. It can be broadly divided into 5
primary elements:

 Speaker

 Speech

 Occasion

 Audience

 Effect

Aristotle’s communication model revolves around the speaker as the main concept of this
theory, that is, the speaker plays the most important role
in communication and it is the only one who holds the responsibility to influence his/her
audience through public speaking. It is the speaker’s role to deliver a speech to the
audience. The audience is passive, influenced by the speech. This makes the communication
process one way, from speaker to receiver. The speaker must organize and prepare his/her
speech beforehand, according to the target audience and situation (occasion).

Even if the model is speaker-oriented and focuses on audience interaction in

communication, there is no concept of feedback.

For instance, a politician (speaker) gives a speech to get votes from the civilians (audience)
at the time of election (occasion). The civilians only vote if they are influenced by the
politician through his speech.

To achieve this, the content must be very impressive, and the delivery too, to influence the
masses. The speaker must design the message very carefully, thus, oration was a highly-
esteemed art during that time.
Lasswell’s Communication Model

This model describes communication as being focused on the following: WHO says
WHAT in WHICH channel to WHOM and with WHAT effect as seen in the model above.

The whole process of communication begins with the communicator (who) sending out a
message (what) using a medium (which channel) for the receiver (to whom) to react on (with
what effect) afterwards. The process may be analyzed through the content sent, the medium
used, as well as the effect on the receiver of the message.

While this model is similar to Aristotle’s, both are linear and have the same
components, Lasswell’s model differs in the variables involved, particularly the medium and
the effect components.
Shannon-Weaver’s Communication Model

Lasswell’s, for Bell Laboratories. Originally, it was conceptualized for radio and
television serving as a model for technical communication and was later adopted in the field
of communication.

In this model, other components such as noise, reception, destination, and feedback
have been identified. Other terms such as information source for the sender, transmitter
for the encoder, decoder (reception), and receiver (destination) were introduced.

The noise and feedback components are addition to this model. Noise, the literal
noise generated by atmospheric disturbances affecting the signal/frequency, affects
the channel (or medium), while feedback interconnects and determines the success of
communication process between the sender and the receiver. This is highly relevant today
because of the proliferation of technology in communication the ‘figurative noise’, like fake
news, can directly affect both the receiver’s understanding and feedback
(i.e. miscommunication).
Berlo’s SMCR Model of Communication

David Berlo’s model, conceptualized in 1960, is probably the most well-known among the
communication models. Initially, this model was called SMCR which stands for sender of
the message, using a channel or a medium for a receiver to decode. However, it was
modified later on to include noise, hence the acronym is changed from SMCR to SMCRN.

The major variables involved in the communication process are

 source
 message
 channel
 receiver

The source being the originator of the message acts as the encoder. As such, the encoder
should practice communication skills such as listening, speaking, reading and writing.
His/her attitude towards the audience or the subject as well as his/ her knowledge about
the subject matter counts along with the social system he/she is in which includes values,
beliefs and practices, and culture, among others.

The second variable, message, includes (1) content; (2) elements such as the language used
and gestures employed; (3) treatment or the manner by which the message is transmitted;
and (4) structure which refers to the arrangement of parts or flow of the message. The code
shows how the message is sent: that is, the language (verbal code) used and the
accompanying gestures (non-verbal code) employed. Note that there should be no
mismatch between the verbal and non-verbal codes.

The third variable which is channel refers to the different senses: seeing, hearing, smelling,
tasting and touching.

Finally, the fourth variable is receiver, the one who decodes the message and reacts on it.
Note that the components of this last variable are similar to those of the first since for
communication to be effective, both the source and the receiver should have the
good communication skills.
Osgood-Schramm Model of Communication

Osgood-Schramm Model is a circular model treating communication as a cycle. From the

message starting to ending, there is an interpretation goes on. This model breaks the
sender and receiver model it sees communication in a practical way. It is not a traditional
model like the previous ones. Based on this interpretation, only the message is received.
Study the following parts:

 Encoder – Who does encode or sends the message (message originates)

 Decoder – Who receives the message
 Interpreter – Person trying to understand (analyze/perceive) or interpret the message
White’s Model of Communication

Like in the previous models, the White model implies a step-by-step sequence of events
that starts with thinking in the mind of the speaker and ends with monitoring also by the
speaker. Communication is a repetitive, cyclical event but the dynamic quality of interaction
is not depicted. The speaker is the originator of the communication process and the listener
is a passive reactor who does not initiate communication.

Eugene White introduces in his model the eight stages of oral communication:

1. Thinking. A desire, feeling, or an emotion provides a speaker a stimulus to

communicate a need.

2. Symbolizing. Before he can utter sounds, a speaker has to know the code of oral
language with which to represent his ideas and in order to make his selection.

3. Expressing. The speaker then uses his vocal mechanism to produce the sounds of
language accompanied by his facial expression, gestures, and body stance.

4. Transmitting. Waves of sound travelling at 1,000 feet per second and waves of light
traveling at a speed of 186,000 miles per second carry the speaker’s message to his
listeners.

5. Receiving. Sound waves impinge upon the listener’s ears after which the resulting
nerve impulses reach the brain via the auditory nerve; light waves strike the listener’s
eyes after which the resulting nerve impulses reach the brain via the optic nerve.

6. Decoding. The listener interprets the language symbols he receives and thinks
further.

7. Feedbacking. The listener may manifest overt behavior like a nod, smile, or yawn or
he may not show any behavior at all (covert behavior like fast heartbeat, a poker
face, etc.

8. Monitoring. While the speaker watches for signs of reception or understanding of

his message among his listeners, he is also attuned to what’s going on inside him;
the speaker is receiving and decoding messages about himself from his audience in
order to adjust to the particular situation.