Name: Laiba Shafqat

Roll No: 1604-FSS/BSMC/S21

Semester: 05
Course title: Communication Theory-1

Submitted to: Ma’am Aniqa Ali

Submitted by: Laiba Shafqat
 8 MODELS OF COMMUNICATION
8 models of communication are further divided into 3 categories:

Linear Models:

These models refers to one-way flow of information from a sender to a

receiver. Here are the following notable linear models of communication:

➢ Shannon-Weaver Model:

It was developed by Claude Shannon and Warren Weaver and they were
mathematicians and they focused on the transmission of information in a
communication process. The key components of Shannon-Weaver model are as
follows:
Sender: The sender is the source of the message or information. They encode the
message, which means transforming the information into a form that can be
transmitted.
Message: The message is the information or content that the sender intends to
communicate. It can be in the form of verbal, written, or non-verbal communication.
Channel: The channel refers to the medium or means through which the message is
transmitted from the sender to the receiver. It can include various communication
channels, such as face-to-face conversations, telephone, email, or television.
Noise: Noise refers to any interference or distortion that can affect the accurate
transmission of the message.

Receiver: The receiver decode or interpret the message received through the channel
to understand its meaning.
Feedback: Feedback represents the response or reaction of the receiver back to the
sender. It allows the sender to assess the effectiveness of their message and make
necessary adjustments or clarifications.

Example of Shannon-Weaver Model:

Let's imagine you want to text Sarah, a friend of yours, to say something. You are
the sender in this scenario, and Sarah is the recipient.

Sender: Putting your ideas into words, you type a text message on your
smartphone.
Encoder: The text message is transformed by your smartphone into digital signals
before being sent over the cellular network. Encoding requires putting your message
into a format that can be sent.
Channel: The cellular network, which serves as the channel, is used to send the
text message. The message is sent via the network architecture as data packets.
Decoder: Data packets are decoded by Sarah's smartphone, which connects to the
cellular network. The text message's original digital signals are decoded by the
smartphone's software.
Receiver: Sarah's smartphone displays the decoded text message on her screen,
making the message available for her to read.

The communication may be impacted by a number of things throughout this

process, such as noise or interference in the channel, which can disrupt the message.
The Shannon-Weaver model emphasizes information flow from sender to receiver
while concentrating largely on the technical components of communication.
 ➢ Laswell’s Model:

Laswell’s model of communication was developed by Harold Laswell focuses on

answering the fundamental questions of communication. It is often summarized as
Who says what in which channel to whom with what effect? The key components
of Laswell’s model are:
1. Who: This component refers to the sender or source of the communication.
2. Says What: This component focuses on the message itself, the content,
information, or ideas being transmitted by the sender.
3. In Which Channel: This component considers the medium or channel through
which the message is transmitted. It could be a face-to-face conversation,
written text, broadcast media, social media, or any other communication
platform.
4. To Whom: This component represents the target audience or receiver of the
message.
5. With What Effect: This final component highlights the impact or
consequences of the communication process. It includes the effect of message
on the audience such as their attitudes, behaviors or beliefs.

Laswell’s Model Example:

Consider the following political speech given by John, a presidential candidate,
during an election campaign:

Who: John, a presidential candidate, is the sender or "who" in this situation.

What He Says: John delivers a speech explaining the nation's policies, vision, and
objectives. He examines pressing concerns and outlines his strategies for resolving
them, including healthcare, education, and economic development.
Which channel: The speech is given in front of a large crowd and is simultaneously
streamed online and televised live on television. It concurrently reaches a large
audience through a variety of sources.
Who: Those attending the event in person, those who watch it on television, and
those who are still unsure make up the intended audience.
With what effect: The speech's impact might change. It might motivate and
encourage John's followers, or generate conversations and debates in the public and
media.

➢ Aristotle’s Model:

This model of communication was developed by Greek philosopher Aristotle and it

is the earliest form of communication having existed as early as 300 BC. The aim of
Aristotle's model was to investigate how to become a more effective and compelling
speaker. It is a technique to succeed in situations when the sender, a public speaker,
professor, etc. transmits their message to the receiver, the audience. Therefore, the
listener is a passive party in this model while the sender is the only active one. Here
is a summary of Aristotle's communication model:
1. Ethos : It determines the speaker's authority. Being an expertise in a certain
field of choice gives a speaker credibility, power, and influence.
2. Pathos: Through various emotions such as anger, grief, happiness etc.),
pathos establishes a connection between the speaker and the audience.
3. Logos: Logos is an important component that refers to logical reasoning.
Aristotle emphasized the importance of constructing logical arguments,
providing evidence, and reasoning to support the message. Logos appeals to
the audience's intellect and critical thinking, helping to convince them through
facts, statistics, logical deductions, or examples. In addition, Aristotle
recommended that we consider the following five aspects of communication
situation to determine the appropriate way of communication: Speaker,
Speech, Occasion, Target audience, Effect.

Aristotle’s Model Example:

Suppose a politician is delivering a speech to convince the audience to support a
particular policy. Here's how each element of Aristotle's model can be applied:

Ethos: The politician begins by establishing their credibility and expertise. They
might highlight their experience, education, or background related to the policy
 issue. By doing so, they aim to gain the audience's trust and present themselves
as a reliable and knowledgeable source.

Pathos: To engage the audience emotionally, the politician might share personal
information or stories that illustrate the impact of the policy on individuals or
communities. They could use emotional language and appeal to the audience's
values and sense of justice, and a desire for positive change.

Logos: The politician employs logical reasoning and rational arguments to

support their position. They present data, statistics, and expert opinions that
demonstrate the benefits of the policy. They might also use examples of
successful implementation of similar policies in other regions or countries,
emphasizing the positive outcomes that can be achieved.
By combining these elements, the politician aims to persuade the audience to support
the policy. They establish credibility, evoke emotions, and offer logical explanations
to convince the audience that the policy is necessary and beneficial.
It's important to note that the effectiveness of communication can vary based on
factors such as the audience's existing beliefs, values, and openness to the message.
However, Aristotle's Model provides a framework for understanding how
credibility, emotional appeals, and logical reasoning can be strategically employed
to influence and persuade others.

➢ Berlo’s S-M-C-R Model:

Berlo's model of communication was developed by David Berlo, and is a

comprehensive model that emphasizes the factors influencing effective
communication. It considers the sender, message, channel, receiver, and the
context in which communication takes place. Here's an overview of Berlo's model:

Source/Sender: They encode the message, converting their thoughts, ideas, or

intentions into a form that can be transmitted.
Message: The message is the information or content being communicated by the
source. It can be verbal, written, or non-verbal in nature. The message may contain
facts, opinions, emotions, or a combination of these elements.
Channel: The channel refers to the medium through which the message is
transmitted from the source to the receiver. It can include various communication
channels such as face-to-face conversation, phone calls, written documents, emails,
or social media platforms.
Receiver: They receive and decode the message, interpreting its meaning based on
their knowledge, experiences, and cultural background.
Feedback: Feedback is the response or reaction of the receiver to the message. It
completes the communication loop by providing information to the source about
how the message was received and understood. Feedback can be verbal or non-
verbal, direct or indirect, and it helps to ensure effective communication.
Context: The context encompasses the situational factors and the environment in
which the communication takes place. It includes the physical setting, cultural
norms, social dynamics, and any other relevant contextual factors that can
influence the communication process.

Berlo's model recognizes the dynamic nature of communication and the

interdependence of its components. It highlights that effective communication
requires the source to encode the message appropriately, choose an appropriate
channel, consider the characteristics of the receiver, actively seek and interpret
feedback, and be mindful of the contextual factors influencing the communication.
By considering these elements, Berlo's model provides a framework for analyzing
and improving the effectiveness of communication in various contexts and
relationships. It emphasizes the importance of understanding the complexity of the
communication process and adapting communication strategies accordingly.

Berlo’s S-M-C-R Model example :

Watching the news on the television is the perfect example of Berlo’s S-M-C-R
Model of communication.
The news presenter is the source of the news and she conveys the message to the
audience. The news is the message, the television, the channel, and the audience are
the receivers of the message.

➢ Interactive Models:

Interactive models of communication are communication models that refers to two-

way communication and also the feedback. These are used in internet-based and
mediated communication such as telephone conversations, letters etc. The main
components of these models include:
• Sender
• Message
• Receiver
• Feedback
• Field of experience.

➢ The Osgood Schramm Model:

The Osgood-Schramm Model of communication was developed by Charles Osgood

and Wilbur Schramm. It is that form of interactive model that emphasizes the
function of encoding and decoding in communication. The source, the message, and
the receiver are the three main parts of the model, together with variables that affect
communication. There are four principles in this model:
 1. Communication is circular: those involved in the communication process
switch between their roles as encoders and decoders.
2. Communication is equal and reciprocal: Both parties participate equally in
the communication process as encoders and decoders.
3. The message requires interpretation: the information must be appropriately
interpreted in order to be understood.
4. Three steps in the process of communication: Encoding, Decoding,
interpreting.

The Osgood-Schramm Model example:

Imagine a scenario where a professor is delivering a lecture to a group of students:

Source: The professor is the source of communication in this scenario. He encode

his knowledge, ideas, and concepts into a lecture that he want to convey to the
students. The professor's characteristics, such as their expertise in the subject matter,
teaching style, and speaking skills, can influence how they encode and deliver the
message.
Message: The message is the content of the lecture being delivered by the professor.
It includes verbal communication through spoken words, visual aids such as slides
or diagrams, and non-verbal cues like body language and gestures. The professor
organizes the lecture to ensure clarity, and effective transmission of the subject
matter.
Receiver: The students are the receivers of the message. They decode the message
and interpret its meaning based on their own understanding, knowledge, and
experiences. Each student may have a different level of familiarity with the subject
matter, learning styles, and cultural backgrounds, which can influence how they
interpret and understand the lecture.

➢ The Westley and Maclean Model:

It is the linear model of communication that depicts the communication process as a
communication is considered successful when the meaning of the message is
understood by the receiver. Feedback is an important component of the model as it
helps the sender to know whether the message was effectively received and
understood by receiver. This model consists of nine key components:

➢ Environment (X):
When a stimulus from the environment motivates a person to create and send a
message, the communication process starts.
➢ Sensory experience (X1):
According to that model, the communication process begins with a sensory
experience. This experience can be anything that stimulates one or more of the
senses such as seeing a billboard, hearing a radio advertisement. Once the sensory
experience has been interpreted, the individual will formulate a message to
communicate to others.
➢ Source/Sender (A):
In the mentioned example above, you are the sender as well as participant in
interpersonal communication situation. However, the sender can also be a
newscaster, sending message to millions of viewers.
➢ The object of the orientation of the source (X2):
The next element in this model is the object of the orientation of source. Namely,
the object of the orientation of source is the sender’s beliefs or experiences.

➢ Receiver (B):
It is the person who receives the message from the sender or the source. In mass
communication, a receiver is the person that watches TV, reads newspaper.

➢ The object of the orientation of receiver (X3):

The object of orientation of the receiver is receiver’s beliefs or experiences which
influenced how the message is received.

➢ Feedback:
It is crucial for this model because it makes this model circular rather than linear. It
influences how messages are sent. That means sender and receiver are sending
messages back to them.

➢ Gatekeepers:
These are the editors of the messages.
 ➢ Opinion leaders:
Opinion leaders have an immense or huge influence on the sender of message as an
environmental factor. These are political leaders celebrities or social media
influencers.

➢ Transactional Models:

This model emphasizes the significance of shared meaning, context, and feedback
in the communication process. The Transactional model of communication is a
dynamic, interactive paradigm that view message exchange between communicators
as a simultaneous and reciprocal process. It emphasizes that communication is not a
linear one-way process but a back-and-forth exchange where both parties act as
senders and receivers simultaneously. The key components are as follows:
• Encoding
• Decoding
• Communicators
• The message
• The channel
• Noise

➢ Barn Lund’s Transactional Model:

Barn Lund’s Transactional Model is a multi-layered feedback system that examines
interpersonal contact with instant feedback. This implies that the sender and the
recipient switch roles and are treated equally. Both communicators give feedback,
which is a reply for the recipient and feedback for the sender. The effect and
effectiveness of the communication are simultaneously the responsibility of the
sender and the receiver. The key components of Barn Lund’s Transactional Model
are:
• Encoding
• Decoding
• Communicators
• The message
• The channel

This concept emphasizes the importance of cues on our communications. Thus,

Barnlund differentiates between:
• Public cues: These are environment signals
• Private cues: It includes person's inner thoughts and history
• Behavioral clues: It refers to person's behavior which can be both vocal and
nonverbal.
The message is influenced by all of these cues, as well as by the surroundings and
noise. The response of each communicator is influenced by their upbringing,
experiences, attitudes, and beliefs.
Example of Barn Lund’s Model of communication:
• Face-to-face interactions
• Chat sessions
• Telephone conversations
• Meetings, etc.
➢ Dance’s Helical Model:
In accordance with Dance's Helical Model, communication is viewed as a circular
process that develops in complexity through time. It is symbolized as a helical
spiral because of this. We widen our circle with each communication cycle, and as
communication never repeats itself, each communication interaction is unique
from the last.
Additionally, as we communicate, we gain information with each subsequent cycle
and are influenced by the feedback we receive from the other party.

Dance’s Helical Model Example:

Dance shared example of a baby who cry to get her mother’s attention. And when
she grows up, she learns to speak in words and then full sentences.
Every time we interact, we have the opportunity to learn how to do so in the future
and receiving feedback enables us to do so.