BSIT 2G – GROUP 2: COMMUNICATION THEORIES AND

MODEL

COMMUNICATION THEORY

- Communication theories refer to three things: a sender, a message, and a

receiver.
- It can take the form of one human being and the perceived environment through
messages in the form of signs, symbols, and thoughts (Mowlana, 2018).
- Alternatively, it can be defined as producing one point either exactly or
approximately a message selected at another point (Shannon and Weaver,
1949).

Models of communication aim to illustrate these theories with conceptual

representations to explain the process of human communication.

THREE GENERAL COMMUNICATION MODEL

 LINEAR MODEL
- Linear model of communication are models where the sender sends the
message & the receiver only receives the message.
- There's no concept of feedback involved.
- The introduction of noise may affect clear communication in this type of
communication model.

 INTERACTIVE MODEL
- is a two-way process of exchanging ideas, messages, and information.
- It involves an active exchange between two or more parties, where each party
takes turns as the sender and receiver of the message.
- The receiver
- In interactive models, feedback and responses are considered, as well as what a
leader or individual says during their initial message.

 TRANSACTIONAL MODEL
- A process in which communicators generate social realities within social,
relational, and cultural contexts.
- Most dynamic modes of communication
 - Elements in communication are interdependent and each person in the
communication act is both a speaker and a listener.

EXAMPLE OF MODELS OF COMMUNICATION

 ARISTOTLE'S MODEL OF COMMUNICATION

- proposed before 300 BC.
- It is a linear model that emphasizes public speaking more than other models do,
which emphasize interpersonal communication.
- The five main components are Speaker, Speech, Occasion, Audience, and
Effect.
- In this concept, the target audience is passively impacted as the speaker delivers
the speech.
ELEMENTS OF ARISTOTLE’S MODEL
 Ethos - the quality that characterizes the speaker’s dependability.
 Pathos - helps the speaker to connect with the audience through various
emotions.
 Logos - denotes logic.

 SHANNON-WEAVER MODEL OF COMMUNICATION

- developed by Claude Shannon and Warren Weaver in 1949.
- often used to analyze and improve communication processes by identifying
potential sources of noise or barriers to effective communication.
- serves as a foundational framework for understanding how information is
transmitted and received in various communication contexts.
- A newer version of the Shannon-Weaver model adds “feedback” as the sixth
component of the framework, which makes the model more collaborative, rather
than simply linear.

 BERLO’S S-M-C-R MODEL OF COMMUNICATION

- was postulated by David Kenneth Berlo in 1960, which he developed from
Claude Shannon and Warren Weaver's Model.
- The source and the receiver need to have some commonalities for
communication to be effective.
- composed of four steps: the sender/source, message, channel, and receiver.
STEPS AND COMPONENTS OF BERLO’S MODEL
 Sender/Source - whom the thoughts or information originates and the one
responsible for encoding and transferring the message to the receiver.
COMPONENTS
- Communication Skills
 - Attitude
- Knowledge
- Social System
- Culture
 Message - could be in the form of audio, voice, text, video, or other media
that is being sent by the sender to the receiver.
COMPONENTS
- Content
- Element
- Treatment
- Structure
- Code
 Channel - the medium used to send the message.
COMPONENTS
- Hearing
- Seeing
- Touching
- Smelling
- Tasting
 Receiver - The person who receives the message and decodes it.
COMPONENTS
- Communication Skills
- Attitude
- Knowledge
- Social System
- Culture
 OSGOOD-SCRAM MODEL OF COMMUNICATION
- developed by social psychologists Charles E. Osgood and Percy H.
Tannenbaum in the 1950s
- is a psychological framework used to understand how people form attitudes and
opinions about various objects, issues, or concepts.
- based on the idea that attitudes are multidimensional and can be described in
terms of three key components: affect, cognition, conation
KEY COMPONENTS
 Affect - represents the emotional or evaluative aspect of an attitude. It
reflects how positively or negatively an individual feels toward the object of
their attitude.
 Cognition - encompasses the individual's knowledge and perceptions about
the object, this involves the beliefs, thoughts, and information that a person
associates with the attitude object.
 Conation - refers to the behavioral component of attitudes. It reflects the
individual's inclination or intention to act in a certain way regarding the attitude
object.