UNIT I: COMMUNICATION IN THE 21ST CENTURY

Lesson 1 – Communication Models

(Aristotle, The S-M-C-R Model, Lasswell’s Model, Shannon-Weaver, Osgood-Schramm White)

INTRODUCTION

In this world of technology and globalization, every individual should learn to communicate
effectively and responsibly to different audience and for various purposes.
People understand each other through the use of spoken language and non-verbal cues such as
gestures, facial expressions, body movements and symbols. Communication happens every minute
everywhere between and among humans and non-humans alike verbally and non-verbally.
In this time of pandemic caused by COVID-19, there are different ways where the school
administrators, teachers, parents and learners communicate to each other. These can be done through
Facebook messenger, social media posts, group chats, mobile phones, and other platforms.
An infant cries when he/she feels hungry. A toddler approaches you when you beckon his/her name.
When a teacher enters a classroom, students rush to their seats and sit still. These manifests how
elementary and natural communication is to human beings.
Listen to the birds’ warning cries when a predator is sighted. Lions roar to tell other lions where they
are. The dog barks to warn his fellow when they see strangers. These indicate that animals do
communicate with each other, too.
These are just some concrete examples showing how relevant communication is.

OBJECTIVES

At the end of the session, the you will be able to:

1. Discuss the importance of communication in society.
2. Explain the principles and processes of communication as embodied in the communication models.
3. Relate the communication models to their experiences and apply them to their communication
processes.

ANALYSIS

Communication is the key in every activity we do in our day to day life. The communication process
is fundamental to human survival and is essential to the development of an individual, to the formation
and continued existence of groups and interrelations among groups.

ABSTRACTION

Definition of Communication
Man always reaches out to share his thoughts, experiences, and feelings with others. They achieve
their goals according to their ability to communicate effectively. Communication is the basis of all socio-
economic, political, cultural activities. There can be no society without communication.
 Scholars and educators have defined the term communication in various ways:
 Communication is the process by which information is transmitted between individuals or
organizations so that an understanding response results. (Little)
 Communication is an exchange of facts, ideas, opinions, or emotions by two or more persons.
(Newman and Sumer)
 Communication is a two-way activity. There is a communicator and the receiver of
communication. Exchange implies reception and response from the receiver to ideas,
emotions,and opinions of communicator. (Koontz and O’Donnell)
 Communication is a process which begins when you have a message that you want to deliver to
an audience. Your audience receives the message, react to it and then responds to your message.
That response may prompt you to react and give another message. This process may then go on
and on. (Tierney)
 Communication is a systematic process which individual react with and through symbols to
create and interpret meanings. (Wood)

Elements of Communication
Communication has the following elements:
1. Sender- the source of information, ideas, feelings or message.
2. Receiver- the individual who receives the message from the sender and reacts on it.
3. Message- the information, ideas, or feelings the sender wants to share with the receiver.
4. Channel- the means or medium through the message is transmitted.
5. Feedback- the response of the receiver to the message sent to him/her.

Models of Communication
Let us now look into the different models of communication as processed by various scholars.
1. Aristotle Model. This model was proposed by Aristotle before 300 B.C. which was accepted as the
most common model of communication where the sender sends the information or a message to the
receiver to influence them and make them respond and act accordingly.
This model is a speaker-centered model as the speaker has the most important role in it and
is the only one active.

Speaker Speech Audience Effect

Figure 1. The Aristotle Model

2. The S-M-C-R Model. David’s Berlo’s model of communication emphasizes the four components of
communication process namely: the sender (source), message, channel, and receiver.
The model also focuses on encoding and decoding which happens before the sender sends the
message and before the receiver receives the message. This is no emphasis on feedback, so the effect
is not considered. Noise or any kind of barriers in communication process is ignored. Similar to
Aristotle’s model, it is a linear model of communication.
encodes decodes
source message channel receiver
 Communication Content elements Hearing Communication
skills skills
Treatment Seeing
Attitudes Attitudes
Structure Touching
Knowledge Knowledge
Code Smelling
Social system culture Social system culture
Tasting

Figure 2. The S-M-C-R Model

3.Lasswell’s Model of Communication. The Lasswell’s model of communication, also known

as action model is regarded as one of the most influential communication models. This model
was developed by Harold D. Lasswell in 1948.
This model has five components, these are communication, message, medium, receiver,
effect. This model is used for interpersonal communication or group communication to
disseminate message to various groups in various situations. Lasswell talked about the relation
between the presentation of facts and how it generates different effect.

Who What message What receiver effect

communicates channel/medium

Figure 3. Lasswell’s Model

3. Shramm’s Interactive Model. The most commonly taught and widely used theory of communication
that is proposed by Wilbur Schramm in the late 1940’s. It views communication as a process that takes
place between a sender (transmitter) and a receiver.
It provides a straightforward approach to communicating, with a sender and receiving
trading roles back and forth in circular pattern. This allows both parties to contribute equally and
share their feedback, which acts a confirmation that the message has been received and decoded.

Encoder/

interpreter/ message

Decoder/

message Interpreter/

Figure 4. Shramm’s Interactive Model

4. Shannon-Weaver Mathematical Model
A mechanical and mathematical model of communication in 1948 was developed by Elwood
Shannon and Warren Weaver. This communication model consisted of an information source: the
source’s message, a transmitter, a signal and a receiver: the receiver’s message, and destination.
Eventually, the standard communication model featured the source or encoder, who encodes a
message by translating an idea into a code in terms of bits.

information transmitter channel receiver

destination

(source) (encoder) (decoder)

noise
(source)

Figure 5. Shannon-Weaver Mathematical Model

REFERENCES

“Communication Model” https://youtu.be/-HXa320iTPY

“Communication Model” https://www.slideshare.net/mobile/judyanntulao/models-of-communication-
638983691-Model
Africa, A.C. (2018). Purposive communication in the now. Books Atbp. Publishing Corp
Bernales, R.A., Ibones, J.S.,Inigo, M.E.R., Patubo, H.R.,Enriquez, D.M.,Roldan, L.R.,…Cabansag, J.N.
(2018). Purposive communication. Mutya Publishing House, Inc.

Madrunio, M. & Martin, I. (2018). Purposive communication: Using English in multilingual contexts.
C&E Publishing.
Uychoco, M.T. & Santos, M.L. (2018). Communication in society: Purposive communication. Rex
Bookstore.