COMMUNICATION MODELS

Presented by Harry J Margan

Communication model
A communication model is a pictorial representation of the
communication process, ideas, thoughts, or concepts through diagrams,
etc. They can be considered to be systematic representations of the
process that help us understand how communication can be carried out.

Theorists have been building different types of communication models to

understand & explain how communication takes place.

It's difficult to determine the beginning & end of a human conversation

as it's a complex process. And these communication models will help us
understand the process of communication in a better way.
Why are communication models important?
Understanding models of communication can help you:

1. Optimize your communication channels

2. Work on your past mistakes

3. Plan efficiently in the future

8 Major models of communication
There are 8 major models of communication, that can be
divided into 3 categories:

Linear models — Linear communication models depict one-way

communication & are used to communicate with the masses.

1. Aristotle’s model of communication

2. Laswell’s model
3. The Shannon-Weaver model
4. Berlo’s S-M-C-R model
Transactional Models — Transactional models highlight
two-way communication with direct feedback.

1. The Osgood-Schramm model

2. The Westley and Maclean model
3. Interactional models

Interactional models highlight two-way communication with

indirect feedback.

● Osgood-Schramm Model
● Westley And Maclean Model
1. Aristotle’s Model
This is the oldest communication model that dates back to
300 BC.

Aristotle’s model was designed to examine how to become a

better and more persuasive communicator.

It is a foolproof way to excel in public speaking, seminars,

and lectures, where the sender (public speaker, professor,
etc.) passes on their message to the receiver (the
audience). So, the sender is the only active member in this
model, whereas the audience is passive.
Aristotle identified three elements that improve
communication:

Ethos :
Ethos refers to authority and credibility.
It highlights the credibility and trustworthiness of your argument that can
help you persuade your audience to buy your product or service.
Example: As a three-time Olympic gold medalist, I can assure you that this
energy drink will improve your fitness and stamina.
Emphasis on being an Olympic gold medalist showcases the speaker’s
credibility.
It’s why many brands partner up with doctors, athletes, and actors to feature
in advertisements to endorse their products.
Pathos

Pathos refers to emotions and feelings.

It allows marketers or advertisers to appeal to people’s

emotions and beliefs.

Example: A bag of chips can bring the whole family together.

Logos

Logos is an appeal to logic.

Your audience can be persuaded if you can present a factual

argument that’s based in reason.

Example: This durable, pocket-sized, camera is perfect for

adventurers on the go.
Aside from that, Aristotle suggested that we look at five
components of a communication situation to analyze the best way to
communicate:

● Speaker
● Speech
● Occasion
● Target audience
● Effect
Laswell’s Model
According to this model, communication is the transmission
of a message with the effect as the result.

The effect is the measurable and obvious change in the

receiver of the message, that is caused by the elements of
communication. If any of the elements change, the effect
also change
The answers to these questions offer us the main components
of this model:

● Communicator
● Message
● Medium
● Audience/Receiver
● Effect
Here are the key pros of Lasswell’s model:
Very Easy to Use: The model provides a blueprint for
breaking down and analyzing any communication in five steps.

Designed for Mass Communication: The model has a specific

usefulness for mass communication and propaganda analysis.
Its lack of concern for feedback is a pro here: it wants to
look at one-way communication methods used by powerful
governments and corporations.
Here are they key cons of Lasswell’s model:
Linear not Cyclical: It is a linear model, meaning that he does not see
communication as taking place in a cyclical or two-way fashion. Other models
like the Osgood-Schramm or Helical Model do a better job at this.

Does not account for feedback: Because it is a linear model, this model
doesn’t look at how people receiving messages can also be senders of messages
that go back to the sender. (However, Sapienza et. al. (2015, p. 606) disagree
– they think Lasswell did pay attention to two-way communication. See p. 606
of this article)

Doesn’t account for ‘noise’: Noise occurs when a message is not received
properly by an audience. Think of it like listening to a radio that is fuzzy.
Maybe you hear half of the message only, or misinterpret it. Unfortunately,
Lasswell’s model doesn’t talk about noise