Lecture 5: MODELS OF

BKK13103 COMMUNICATIO
NCourse Lecturer:
Dr. Isyaku Hassan
 CONTENTS

Interactive Models

Examples of Interactive Models

Transactional Models

Examples of Transactional Models

2) Interactive Models
● Known as convergence model.
● Two-way communication.
● Used for new media like the internet.
● There is feedback.
● Interactive but not simultaneous.
● Concept of the field of experience.
Pros
● Feedback even in mass communication.
● New communication channels.

Cons
● Feedback can take a very long time.
● Sender and receiver may not know whom
he/she communicates with.
● Communication becomes linear if the
receiver does not respond.
Examples of Interactive Models

 Schramm’s Model (1954)

 White’s Model (1960)
• Developed by Wilbur Shramm in 1954. The earliest interactive
model.
• A field of experience refers to a psychological frame of reference.
It includes past life experiences as well as the attitudes, values,
and beliefs of the communicators. 
• People encode or decode the signal (message) and interpret it in
their own situations.
• People’s field of experience affects the communication
process.
• The commonality of experience taking place between sender
and receiver allows them to interact.
• Message sent and received might be interpreted differently.
• Developed by Eugene White in 1960.
• Consists of eight stages of oral communication.
• Describes the process as sequential and cyclical.
• Recognizes feedback as a part of the communication process.
• Considers communication as a continuous process without a
beginning or an end.
3) Transactional Models
● Sender and receiver exchange roles.
● Simultaneous feedback.
● Context of environment and noise.
● Used for interpersonal communication.
● Feedback is taken as a new message.
Pros
● Simultaneous and instant feedback.
● No discrimination between sender and
receiver.
Cons
● Encourages non-verbal communication.
● More noise due to communicators talking
at the same time.
Examples of Interactive Models

 Helical Model (1967)

 Barlund’s Model (1970)
• Developed by Frank Dance in 1967 to throw some more light on
the communication process.
• Communication progresses with age as people’s experience and
vocabulary increase.
• Dynamic process.
• Communication is influenced by time and experience.
• Accumulative (increases with time and knowledge).
• Developed by Dean Barnlund in 1970.
• Multi-layered feedback system.
• Attempts to overcome the limitations of earlier models.
• Rejects the idea that communication consists of the transmission
of information from a sender to a receiver.
• Consists of a set of fundamental assumptions that
communication is dynamic, continuous, complex, and
unrepeatable.
• Dynamic in the sense that communication is not a static entity
but an everchanging process.
 LINEAR MODELS
ARISTOTLE’S MODEL
SHANNON & WEAVER MODEL
LASSWELL’S MODEL
BERLO’S MODEL

SUMMAR
Y TRANSACTIONAL
INTERACTIVE MODELS
MODELS
SHRAMM’S MODEL
HELICAL MODEL
WHITE’S MODEL
BARLUND’S MODEL
QUESTIONS AND
COMMENTS