SCHRAMM MODEL OF COMMUNICAITON

By: Wilbur Lang Schramm

A RESEARCH
Presented to
The faculty of Notre Dame Diadiangas University – General Santos City
Ma’am Rosemarie Inclan

In partial fulfillment
Of the requirements of the course
Information Technology 1 – Group 3

By

Lumagod, Ethan Marc

Malao, Francis Mark
Mansueto, Justin
Miclat, John Paul
Paches, Rafael Benedict
Patron, Francis Kobe
Respicio, Alexis

September 2022
Wilbur Lang Scramm’s Biography

 He is one of the founding fathers of mass communication.

 He authored more than 25 books and 40 journals
 Among his 25 books, his most well-known ones are The Story of Human
Communications: Cave Painting to the Microchip (1949 and 1960), Mass
Communications (1954), Process and the Effects of Mass Communication (1954),
Television in the Lives of Our Children (1961), and Mass Media and National
Development (1964).
 He launched the first doctoral program in Mass Communication studies in the field of
journalism at the University of Lowa.
 He proposed this Schramm model of communication in 1954.
 His study interests include audience behavior, persuasion, propaganda, and the
educational applications of mass media.

Schramm Model of Communication

What is Schramm Model?
- Schramm’s model of communication also known as the Osgood-Schramm model of
communication, which has a -circular or cylindrical structure was postulated by Wilbur
Schramm in 1954.
- According to Schramm's communication model, since communication is two-way, the
message should be continuously transferred between the sender and the recipient. After getting
the communication, the recipient must reply to the sender to let him know how he understood it.
The sender would then change into the receiver and would need to provide feedback if it was
required. The sender and the recipient should both understand the message.
Script(Ayaw sa saliha sa ppt):
(He suggested that communication is a two-way process where both sender and receiver *add
sender and receiver na picture* take turns sending and receiving a message.)
- This model of communication insists that both the sender and the receiver should encode
and decode the message. This is to ensure that the message was interpreted correctly and
effectively.
- This model of communication originates from the Shannon-Weaver model and was
proposed in 1954. This model was first presented by Charles Osgood, and it was later modified
by Wilbur Schramm
Script:
(In short, Schramm’s model of communication is about having a normal conversation and this
model shows us what communicating should be.)
- Schramm’s model of communication emphasizes that communication is incomplete
unless and until the sender receives feedback from the recipient.
Script:
(Imagine a person sharing his thoughts with his friend and his friend not responding to him. Is
the communication complete? No. Schramm believed that communication is actually a two-way
process between the first party and the second party.)
Script:
(The basis for this model is that the message should be understood between the sender and
receiver.)

What are the components of Schramm’s Model of Communication?

1. Sender (Transmitter)
- The person who sends the message
2. Encoder
- The person who converts the message to be sent into codes.
3. Message
- It is the information that wants the sender to convey.
4. Decoder
- The person who receives the message.
5. Interpreter
- The person trying to understand (analysis, perceive)
6. Receiver
- The person who gets the message. It is the same person as the interpreter.
7. Feedback
- Basic response to the interpreted message.
8. Noise
- Interference and interruptions caused during the process.
9. Medium
- Channel used to send the message.
10. Field of Experience
- Incorporates what is mutually understood between the sender.

How does Schramm’s Model of Communication work?

- As you can see, It’s a cycle where the Sender/Source (encoder) is also the Receiver and
the Receiver (Decoder) is also the Sender.
- When a sender transmits information to a receiver, the recipient must interpret it as the
sender wishes and reply or give feedback in accordance with that interpretation. Any
communication that is incomplete and ineffective is because the sender does not receive
feedback.
How does this model apply on our lives?
• A misunderstanding could end in disaster.
• It's crucial that we hear what others are saying as well as transmit it in order to completely
comprehend their viewpoints.
• In this situation, the participants in a conversation should be receptive to other people's
suggestions, let the speaker to finish, and wait for your turn to weigh in on the subject.
• By keeping Schramm's model of communication in mind, everyone of us has the opportunity to
share our thoughts and opinions.

What are the advantages and limitations of this model?

Advantages:
1. This is the first model of communication, which is not a linear model. This does not
assume that communication is a unilateral process but considers it a bilateral process making it a
circular model. This model allows both the sender and receiver to compose and send it to the
other party, thereby allowing both to be in each other’s role.
2. The concept of noise is included in the communication model, which helps to understand
the problems which may occur during the decoding of the message by the sender.
3. Since there is a feedback system in this model of communication, it makes it easier for
the sender to understand if the message has been received, interpreted, and comprehended by the
receiver or not. The sender can also check if the receiver understands the message as the sender
intended it.
Limitations:
1. The model is based on the assumption that encoding and decoding do not require any
external assistance and takes place independently and on its own. This is not the case in the
process of communication. Both encoding and decoding require assistance. If a text message is
sent to you, you cannot read it with a mobile phone.
2. This model cannot deal with complex communication processes and a communication
model that has different levels in it. It primarily considers that there are a sender and receiver. In
reality, there may be multiple senders or receivers, and communication can be a multistep
process that is not considered by this model.

What are the situational examples of Schramm’s Model of Communication?

This model of communication can happen anywhere with any channel. Like the following:
• Talking on the telephone
• Texting someone or messaging someone through messaging applications.
• Speaking to someone face-to-face

1st Example
How was the party,   How did it go?
Brit: Not enough alcohol was served, and everyone departed early.
Script:
(Britt makes it sound like the celebration wasn't a big success. She does not state this explicitly.
Instead, it is an implicature—an indirect or suggested response to the query. The only
linguistically encoded meaning of Brit's words—" Not enough alcohol was served " and "
everyone departed early "—is the plain content of her statement.)

2nd Example
Do you want some supper?
Sue: I've had food.
Script:
(Sue wants to say that she has eaten dinner this evening, and Jim will interpret that as what she
has said.)
Script:
(And that’s how this model of communication works where both sender and receiver give a cycle
of information to one another)

- According to this communication model, the message must be encoded and decoded by
both the sender and the recipient. This is to guarantee that the message was properly and
successfully interpreted.

3rd Example
In this case, the sender is "Ally", and "Joey" is the receiver
“Invitation to the party”
Ally: Joey Come to my party next week.
Joey understood the message overall, but not all of it. Ally needs to receive feedback from Joey.
Joey: Sure thing Ally.
- Now that the feedback has been sent, Joey will send it and Ally will get it. As they work
to interpret the message, they will keep switching between the roles of transmitter and recipient.

4th Example
In this case, the sender is "Jelaine", and "Angelica" is the receiver
“Messaging through cellphone”
Jelaine: Angelica?
Angelica: yes?
Jelaine: Are you busy? Do you want to hang out?
Angelica: Sure! Would you like me to come over?
Jelaine: Yes
Script:
(The sender here is Jelaine since she initiates the conversation by asking “angelica?”, then
Angelica the receiver of the message responded to Jelaine by messaging ‘yes?’ and this is called
feedback, after that the sender asks the receiver if she would like to hang out, then angelica
responded “sure” then she also ask a question to the receiver which makes angelica now the
sender and Jelaine is now the receiver of the message then Jelaine responded with a “yes” which
is a feedback from the sender.)
- Now there is an effective communication here as both the sender and the receiver
encoded and decoded the message properly. The message was interpreted correctly and
effectively.

Conclusion:
Compared to the communication models of Aristotle, Berlo, Shannon, and Weaver,
Schramm's approach is more practically useful.
This approach can be thought of as combining both traditional and contemporary
components, such as feedback and semantic noise. Compared to earlier communication models,
it has more useful uses.