1.

Aristotle Model
Model? Who propounded it and when?

1. Aristotle’s, a Greek philosopher and a writer proposed this model before

300 B.C.
2. Linear model of communication- Aristotle’s Model of Communication.
3. First classical model of mass communication.
4. More focused on public speaking than interpersonal communication. 

This Model of Communication divided into 5 basic/primary elements:

a. Speaker

b,. Speech

c. Occasion

d. Audience &

e. Effect.
 Significance of the Model

• First scholar to give a model to  communication.

• Importance given to the role of  a speaker.
• The speaker should- know  about his target audience.
• Here both sender and receiver acts in a responsible manner.

Criticisms.
• No feedback- only one way.
• No concept of communication failure like noise and barriers.
.
 2. Harold Lasswell Model
• One of the first simple models of mass media communication.
• Also known as Lasswell's communication model.
•  Developed by American political scientist Harold Dwight Lasswell  in 1948
• According to him convenient way to describe an act of communication is to answer the following
questions:
1. Who (speaker)= Source/sender/communicator who formulate and transmit the message.
2. Says What (message)= Content of the message.
3. In Which Channel (medium)
4. To Whom (listener)
5. With What Effect?(effect)
 IN THIS MODEL, RESEARCH IS DONE ON THE COMMUNICATION
COMPONENTS

Advantage of Lasswell model:

 Introduced the concept of effect.

Disadvantage of Lasswell model:

 No Feedback.
 Ignored the possibility of noise
 Linear Model.
 3. Shannon and Weaver Model

• In 1949 this Model was designed by Claude Shannon and Weaver an American scientist.
• As per the model elements of communication include Information source, transmitter, Noise,
channel, message, receiver and destination.
• First model to introduce the factors affecting the communication process called concept of ‘Noise’.
• Noise means disturbance in the channel. 
• Model presents communication as a simple and linear process.

Elements of Communication

1. Sender (encoder):  The originator of message or the information source selects desire message.

2. The transmitter

3. The Channel: The words channel and medium are often used interchangeably.

4. Noise: Distrubance.

5. Message: Information

6. Receiver (decoder) : Who decodes the signal to obtain original message.

7. Destination, a person or thing for whom/which the message is intended.

In short
This model comprises of as source , transmitter/sender who encodes information, a receiver who decodes the
signal in order to retrieve the initial message and finally destination, the person for whom the message is
intended.

Strengths of the model

1. Simplest model.
2. More effective in person-to-person communication than group or mass audience.
3. Sender plays primary role and receiver plays the secondary role (receive the information or passive)
4. Understanding Noise.
 4 Osgood’s Model
• Postulated by Charles E.Osgood’s Model.
• He said that the whole model is a cyclic process. Never ending process.
• He said that there should be encoder who will encodes the message (important). He encode the
message and send it to the receiver who decode the message.
• According to him encoding of the message and decoding of the message is the model of
communication.

• Following are the different components/ elements in this model .

a) Sender (Hidden)
b) Encoder – Who does encoding or Sends the message (message originates)
c) Decoder – Who receives the message
d) Interpreter – Person trying to understand (analyses, perceive) or interpret.
e) Message.
f) Receiver (Hidden).
g) Feedback (Hidden).
h) Medium(Hidden).
i) Noise (Hidden).
 How does Osgood’s model works?
This circular model describes communication as interactive and interpretive, with communicators almost
simultaneously sending and receiving messages. Each person alternates in his or her role as encoder interpreter and
decoder of shared messages.
• Advantage of Osgood model of communication
1. Dynamic and ever changing. Never ending process.
2. Sender and receiver interchanges and both are equally active.
Disadvantage of Osgood.
• Only two sources communicating, many sources complicate the process.
• This model does not talk about noise.
• Can create confusion.
• Various elements are hidden or missing here .
 4. Wilbur Schramm (1954)
• Postulated by Wilbur Schramm in 1954.
• He adopted this Model from Charles Egerton Osgood.
• Altered and Modified Shannon and Weaver model..
• According to him “communication is a two way process where both sender and receiver take
turn to send and receive a message”.
• He highlighted the importance of feedback which he sees as an effective means to solve the
disturbance problem. Also talked about the Noise factor in it.
a) Sender
b) Encoder – Who does encoding or Sends the message (message originates)
c) Decoder – Who receives the message
d) Interpreter – Person trying to understand or interpret.
e) Receiver
f) Message
g) Feedback
h) Medium
i) Noise
1. Dynamic and ever changing. Never ending process.
2. Sender and receiver interchanges and both are equally active.
3. Circular Communication gives opportunity both the parties to give their opinions.
4. Feedback.
5. Noise.
 5. David Berlo’s model
1. Most influential message –centered model of communication process.
2. In 1960 he adapted and expanded Shannon – Weaver liner model and created Sender-Message-Channel-
Receiver (SMCR) Model of Communication.
3. Focused on the relationship between the person sending the message and the receiver.
4. This model contains - Four main components with sub components

A. Source encode - sends

B. Message
C. Channel and
D. Receiver (who in turn decode- interprets)

In short :

A source encodes (sends) a message from a channel to a receiver, who in turn decodes (interprets) the same.
 6. Gatekeeping Model
• Kurt Lewin, a German psychologist, developed the word gatekeeping.
• He developed this model in 1943.
• Gatekeeping is the process through which information is filtered for dissemination, whether for publication,
broadcasting, internet or some other mode of communication.

• In media structure gatekeeping occurs at all levels —

- At the level of Reporters: Who decides which sources are chosen to include in a story
- At the level of Editors: Who decides which stories are printed or covered, and includes media outlet owners and
even advertisers.
- At Individuals level: He/she can act as gatekeepers: By deciding what information to include in an email or in a blog.