COMMUNICATION

MODELS
 COMMUNICATION
MODELS
• These attempt to explain how the
communication process works.

• These also provide holistic understanding of

the process of communication.
 COMMUNICATION
MODELS
• There are five communicative models.
A. Linear Model
B. Interactive Model
C. Transactional Model
D. Gate Keeper Model
E. Ecological Model
 LINEAR MODEL
• There are two types of linear model.

• These were introduced by Laswell (1948), and

Shannon and Weaver (1949).
 LINEAR MODEL
• The model suggest that information flow
sequentially during the communication
process.
LASWELL’S MODEL
 LASWELL’S MODEL
• This model proposed by Laswell focuses with
effect of communication.

• According to him communication is a one-way

process.
 LASWELL’S MODEL
• This model proposed by Laswell focuses with
effect of communication.

• According to him communication is a one-way

process and sender is the only active participant.
 LASWELL’S MODEL
• The recipient/ receiver will only process the
information but will not reciprocate it.

• In this model, the sender communicates to the

receiver through a one-way channel.
SHANNON AND WEAVER MODEL
 SHANNON AND WEAVER MODEL

• As an employee of a telephone company, both

Shannon and Weaver come up with a model that
resembles transmission of a telephone message.

• The “Information Source” and the “destination”

represents humans.
 SHANNON AND WEAVER MODEL

• The “Transmitter” and the “Receiver” represents the

instruments used in communicating.

• The “Signal” stands for electronic signal/ radio waves to

gestures.

• The added element in this model is the “Noise Source”.

INTERACTIVE MODEL

SCHRAM’S INTERACTIVE MODEL

 INTERACTIVE MODEL

• This explains that communication is dynamic

exchange.

• The sender and receiver takes turn to speak

and listen to each other.
 INTERACTIVE MODEL

• The key element in this model is the feedback.

• The sender and receiver takes turn to speak

and listen to each other.
TRANSACTIONAL MODEL
 TRANSACTIONAL MODEL

• This model was presented by Wood, 2009.

• The model presents a more realistic view of

communicative process.
 TRANSACTIONAL MODEL

• It also considers the personal and professional

background of the participants as well as changes that
happens in their environment.
 TRANSACTIONAL MODEL

Three implications of Transactional Model

1. Communication is on-going and it involves continuing

process.

2. Each element of the transactional process exist in

relation to the other elements.
 TRANSACTIONAL MODEL

Three implications of Transactional Model

3. Individual background experiences, attitudes, cultural

beliefs, self-esteem and other related factors play important
roles in communication process.
GATEKEEPER MODEL
 GATEKEEPER MODEL

• The model represents mass communication.

• The key players of mass media includes newspapers,

TV, radio, and internet.

• The media is known as “gatekeeper”.

ECOLOGICAL MODEL
 GATEKEEPER MODEL

• The most complex ,model of communication.

• The model expounds the role of mass media,

individuals, and groups that control these outlets of
information.
• In this model, there are roles that productive (create;
interpret) receptive (observe; learn).