COM101

1T 2016-2017
SOURCE
Factors that affect fidelity of the source:
 C-----------n S----s
 K-------e l---l
 A------e
Towards s--f
Towards s-----t m----r
Towards r------r
SOURCE
Factors that affect fidelity of the source:
 Communication Skills
 Knowledge level
 Attitude
Towards self
Towards subject matter
Towards receiver
 SOURCE
 Socio-cultural system
Status
Role
Prestige
Beliefs and values
Expectations

Reference:
http://managementstudyguide.com/berlo-model-of-communication.htm
MESSAGE
 The actual p------l-p-----t of
the source-encoder
 Has a c--e, c-----t, and
t-------t
 Each has its own e-----t
and s-------e
MESSAGE
 The actual physical-
product of the source-
encoder
 Has a code, content, and
treatment
 Each has its own element
and structure
MESSAGE
Code
 Any group of s-----s that can be structured
in such a way that it is m---------l to some
person.
 Ex. language, music
MESSAGE
Code
 Any group of symbols that can be structured
in such a way that it is meaningful to some
person.
 Ex. language, music
MESSAGE
Content
 The m------l in the message that was
s------d by the source to express his
p-----e.
 Ex. lecture has content, assertions,
points, conclusions
MESSAGE
Content
 The material in the message that was
selected by the source to express his
purpose.
 Ex. lecture has content, assertions,
points, conclusions
MESSAGE
Treatment
 The d-------s which the s----e makes in
selecting both codes and content
MESSAGE
Treatment
 The decisions which the source makes
in selecting both codes and content
Perception visual
Meanings

 “Meanings are in people, not in words.”

 “Meanings are not in the message, they

are in the message users.”
Implications
 The meaning that man attaches to an object or event is the
result of his present and future experience and learning.”
TRUE OR FALSE?

 Since no two individuals can have exactly the same

experiences, they cannot exactly have the same meanings.
TRUE OR FALSE?

 It is only to the extent that people have had similar

experiences that they cannot share similar meanings.
TRUE OR FALSE?

 To the extent that they share similar meanings, they can

communicate. TRUE OF FALSE?
Implications
 The meaning that man attaches to an object or event is the
result of his present and future experience and learning.”
TRUE OF FALSE?
 FALSE (present and future = past)
 Since no two individuals can have exactly the same
experiences, they cannot exactly have the same meanings.
TRUE OF FALSE?
 TRUE
 It is only to the extent that people have had similar
experiences that they cannot share similar meanings. TRUE
OF FALSE?
 FALSE (cannot = can)
 To the extent that they share similar meanings, they can
communicate. TRUE OF FALSE?
Implications
 The meaning that man attaches to an object or event
is the result of his past experience and learning.”

 Since no two individuals can have exactly the same

experiences, they cannot exactly have the same
meanings.

 It is only to the extent that people have had similar

experiences that they can share similar meanings.

 To the extent that they share similar meanings, they

can communicate.
Dimensions of Meaning
 Denotative

 Structural

 Contextual

 Connotative
Implications
 We have many meanings for the word
“meaning”.
 Meanings are found in people, not in
words.
 We learn meanings, just as we learn
other things.
 We hope to elicit meaning to change or
emphasize our audience’s meaning.
Implications
 We must be precise if our reader/audience
is to attach the same meaning to our
message that we have given it.

 We must sequence our words so that their

structure reflects our meanings.

 We can never be completely denotative.

 The four dimensions of meaning are

interdependent.
Assignment (Mnemonic Device)
YOUR OWN MEANING OF MESSAGE
M-
E-
S-
S-
A-
G-
E
- Write on a ½ sheet of paper
- Deadline:
CHANNEL
 Modes of encoding and decoding

 Message vehicles

 Vehicle carriers
CHANNEL
Message

Modes of encoding and decoding

Message
Vehicle

Vehicle
Carrier
CHANNEL
Channel Questions

•Which channels are received by most people?

•Which channels have the most impact?
•Which channels are the most adaptable to the kind of
purpose the source has?
•Which channels are most adaptable to the content of
the message?
CHANNEL
• FORMS OF COMMUNICATION
• Intrapersonal
• Interpersonal
• Mass Communication
• Medio Communication

Read handout – prepare for a quiz next meeting

RECEIVER
 Know Receiver’s:

Social Psychological Orientation

 Open-mindedness
 Self-esteem
 Beliefs and values
 Achievement motivation
 Risk orientation
RECEIVER
 Know Receiver’s:
Psychological orientation
 Selective processes of attention,
perception and retention
 Information processing capacity (mind
as a “black box”)
 Perception
RECEIVER
 Know Receiver’s:
Sociological orientation
Group membership
Roles and functions in group
Reference groups
Group norms and values
Customs and traditions
EFFECT
 Who is an effective communicator?
Someone who gets the effects he wants from
the receiver after communicating with him.
 How is “effect” defined in communication?
 The difference between what a receiver
thinks, feels, and does before and after
exposure to a message. It is always
expressed in behavioral terms.
EFFECT
How does a communicator determine the
effect he wants from a receiver?
 He must have a purpose, or an
objective, expressed in behavioral
terms.
EFFECT
 How does a communicator know if he has
been effective or not?
 If his purpose is equal to effect
P=E

 What are the determinants of effect?

 E = Sourcec + Messagec + Channelc +
Receiverc
c = characteristics