Models of communication PDF

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Subject: Communication concepts
Complete notes about all the models of communication....

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Models of communication COMMUNICATION MODELS •

‘A model is a mechanistic perspective of human communication that effectively tells at a glance how it works.’

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A model is the pictorial representation to show the structure of communication process in which various components elements are linked.

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Communication model come in variety of forms, ranging from catchy summations to diagrams to mathematical formulas.

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A good model comes to close to reality as possible and it discusses and explains the reality as clearly as possible.

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Models are based on assumptions that theorists make as to how communication functions and what effect it has upon individual and society.

SCOPE AND FUNCTION OF MODELS OF COMMUNICATION •

Man is a communicating animal and has known the importance of communication.

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Today, man can communicate with various means, it has become much easier to communicate a message to the other party.

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Every organization, no matter what their expertise and where they are situated, and what scale they operate, realize and value the importance of good communication.

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The communication models help the business organizations and other institutions to use the the different models for: enhancing effective communication in the organization; to understand how communication works; how messages are transmitted; how it is received by the other party and; how the message is eventually interpreted and understood.

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The basic flow of communication:

Includes the sender who sends a message to the receiver and then they share the feedback on the communication process. •

The methods of communication too need to be carefully considered before you decide on which method to use for your purpose.

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Not all communication methods work for all transactions.

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Once the methods of communication have been understood, the next step would be to consider various communication models.

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Due to the importance of communication, different types of models have been introduced by experts over the years.

ARISTOTLE MODEL •

Aristotle, a great philosopher’s mass communication model called: “Aristotle’s Model of Communication”

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He proposed model before 300 B.C who found the importance of audience role in communication chain in his communication model.

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This model is more focused on public speaking than interpersonal communication.

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Aristotle Model of Communication is formed with 5 basic elements: (i) Speaker, (ii) Speech, (iii) Occasion, (iv) Audience and; (v) Effect.

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Aristotle advises speakers to build speech for different audience on different time (occasion) and for different effects.

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Speaker plays an important role in Public Speaking.

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The speaker must prepare his speech and analysis audience needs before he enters into the stage.

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Speaker’s words should influence the audience mind and persuade their thoughts.

Example: Alexander gave brave speech to his soldiers in the war field to defeat Persian Empire. Speaker

– Alexander

Speech

– about his invasion

Occasion

– War field

Audience

– Soldiers

Effect

– To defeat Persia

THE SHANNON-WEAVER MATHEMATICAL MODEL •

Claude Shannon developed the model in 1947.

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Later, with Warren Weaver, he perfected it.

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They were the first to develop an engineering model of human

communication based on telephone communication. •

Their basic model of communication presents it as a simple linear process.

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They consider that the meaning is contained in the message: thus improving the encoding will increase the semantic accuracy.

Shannon's Model includes: ▪ The source (information source) typically refers to a person, group of person with a given purpose (who then sends a message with the use of a transmitter) ▪ The transmitter (encoder) could be any instrument (Phones to computers and other devices) ▪ The signals that are sent and received can be vary depending on the method of communication. ▪ The receiver is the instrument or the person on the other side that receives the message. ▪ Destination

The above diagram clearly illustrates how communication takes place, and also helps one to determine what could go wrong. Shannon and Weaver introduces the concept of Noise that refers to any signals that may interfere with the message being carried. This again would depend on the method of communication. 1. Source have to express the purpose in the form of a message. This message has to be formulated in some kind of code. 2. Encoder: the communication encoder is responsible for taking the ideas of the source and putting them in code.

Example: When A is talking to B on the phone, A is the sourse of the message and phone is the encoder which does the job of turning your sounds into electrical pulses. In person to person communication, encoding process is done by vocal cords, lungs, face muscles, muscles etc. (Disabled perosn such as, a person who has suffered throat cancer may have their vocal cords removed. might not be able to control movement and find it difficult to encoding. They can encode the message using an artificial aid). 3. Signal: Are selected according to the type of communication. 4. For communication to occur there must be somebody at the other end of the channel. This person is called as the receiver (information transmitters). The receiver needs a decoder to retranslate. 5. Destination Feedback is a vital part of communication. This method is believed to have been derived from a mathematical interpretation of communication for sending or transmitting the message with the help of a technology or manually by human beings. Shannon and Weaver identify three levels of problems in the study of Communication: Level A:

Technical problems

How accurately can the symbols ofcommunication be transmitted? Level B:

Semantic problems

How precisely do the transmitted symbols convey the desired meaning? Level C:

Effectiveness problems

How effectively does the received meaning affect conduct in the desired way?

WILBUR SCHRAMM’S MODEL •

Wilbur Schramm has analysed and presented communication in new light and explained communication in various ways in 1954.

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He emphasized on communication with ourselves, communication with one person, or a group of persons, communication with mass audience.

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Schramm used Shannon and Weaver model to clarify the various concepts of communication:

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He suggested it as a two way communication in which both the sender and the receiver take turns playing the role of the encoder and the decoder.

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Elements: Encoder/Sender, Decoder/Receiver, Redundancy, Feedback (Response that a receiver makes to the source’s communication) and Noise

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These models have been followed by various other models such as the 'Helical' model, Aristotle's models and several other models.

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Schramm's Model has different components for communications:

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Sender (transmitter) is the person who sends the message. Encoder is the person who converts the message to be sent into codes.

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Receiver/Decoder/Interpreter is the person who gets the message. He/she decodes and interprets the actual message.

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Message is the data sent by the sender and information that the receiver gets.

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Feedback is the process of responding to the received message by the receiver.

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Medium or media is the channel used to send the message.

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Noise is the interference and interruptions caused during the process. It is also created when the intended meaning of the message sent by the sender and

the meaning interpreted by the receiver is different which is known as Semantic Noise. ADVANTAGES OF SCHRAMM'S MODEL OF COMMUNICATION •

Circular communication gives opportunity to both parties to give their opinion.

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As it is dynamic and ever changing model, it is helpful in general practice.

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Sender and receiver interchanges and both are equally active.

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Semantic noise included as a concept helps in understanding problems that can occur during interpretation of message.

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Feedback makes it easier to know if the message is interpreted by the receiver as intended or not.

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Concept of interpretation makes the communication effective.

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Concept of context makes the environmental factor be included in interpretation of message and brings change in the message value.

DISADVANTAGES OF SCHRAMM'S MODEL OF COMMUNICATION •

This model can not deal with multiple levels of communication and complex communication processes.

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There can only be two sources communicating, many sources complicates the process and the model can not be implemented.

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Message sent and received might be interpreted differently than intended.

LASWELL’S MODEL Harold D. Laswell, an American political scientist, as a basic question: WHO (Communicator/Speaker) Says WHAT (Message) In WHICH Channel (Medium) To WHOM (Receiver/Audience) With WHAT EFFECT (Effect)

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Lasswell states that in order to understand the process of mass communication one has to understand each of the stages.

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It is still linear, it sees communication as the transmission of messages.

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It raises the issue of ‘effect’ rather than meaning.

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Effect means observable or measurable change in the receiver that is caused by identifiable elements in the process.

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Any change in the elements will change the effect; we can change the encoder, we can change the message, we can change the channel: each one of these changes should produce the appropriate change in the effect.

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Most mass-communication research has implicitly followed this model.

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The work on institutions and their processes, on the producers of communication, on the audience and how it is affected, clearly derives from a process-based linear model.

NEWCOMB’S MODEL •

The Newcomb’s model of communication

was introduced by Theodore M Newcomb of the University of Michigan in 1953. •

The Newcomb’s model works in a triangular format or ABX model of communication: A – Sender B – Receiver X – Matter of Concern

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The relationship between A and B is like: student and teacher government and public newspaper and readers

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Sender and Receiver may work in a same flow but the same time some factor like “X” may affect their flow of relationship.

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“X” may be third persons, issue, topic or policy.

For Example: Teachers introduce a new policy to increase the college timing from 6 hours to 8 hours. A – Teachers B – Students X – Policy or issue If both students (B) and teachers (A) are satisfied with this policy then the communication maintains its equilibrium status between them. Otherwise the flow of communication between “A” and “B” becomes trouble in the social system. If “A” or “B” is not ready to accept the policy then it will directly affect the social system and can’t maintain the equilibrium status. So Teachers ”A” can convince students “B” as much as possible. Otherwise they have to make some adjustments in the Policy “X” and convince them towards the policy. •

It attempts at elucidating the role of communication plays in society on social relationships and to maintain social equilibrium within the social system.

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The model also indicates the increased relevance of communication as the

individuals need more and more information in the new age and fast changing social environment. •

The model can help in perceiving each other’s problems and sharing them.

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He does not include the message as a separate entity in his diagram, implying it only by use of directional arrows.

WESTLEY-MCLEAN’S MODEL •

Westley and MacLean’s model of communication is proposed by Bruce Westley (1915-1990) and Malcolm S. MacLean Jr (1913-2001) in 1957.

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This model can be seen two contexts; interpersonal and mass communication.

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And the point of difference between interpersonal and mass communication is the feedback. In interpersonal, the feedback is direct and fast. In the mass, the feedback is indirect and slow.

X1, X2, X3 and X4….—are news articles or information, Feedback (f), Clients (A), Reader or Audience (B) and Gate Keeper (c) COMPONENTS IN THE COMMUNICATION PROCESS FOR THE MODEL

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Source (A) - Source is the message creator and sender.

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Environment (X) - Environment is the physical and psychological situation where the message is being created and sent.

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Sensory experience (X1…) - Sensory experience is the first thing that the source sees by which the source gets the idea for the formation of the message.

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Objects of Orientation (X1, X2,…) - Objects of orientation is the person's social and cultural reality that has formed from his/her past experiences and teachings.

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Message Interpretation or Coding (X’) - Message is interpreted with the objects of orientation of the receiver of the message.

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Receiver (B) - The person who gets the message sent by the source and the person who interprets according to his/her objects of orientation.

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Object of Orientation of Receiver (X, b) - The views and ideas of the receiver or his/her social reality is his/her object of orientation. That is how the receiver interprets the message.

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Feedback (f) - The receiver forms another message after interpreting the message and sends it back to the sender. It is known as feedback.

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Gatekeeper (C) - Gatekeepers are found in mass communication. The gatekeeper is the editor who filters the message as per the needs of the audience and media institution.

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Opinion Leader - Opinion leaders are well known and recognized people who can influence public opinions.

According to Westely and Maclean: •

Communication does not begin when one person starts to talk, but rather when a person responds selectively to his/her physical surroundings.

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This model considers a strong relation between responds from surroundings and the process of communication.

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Communication begins only when a person receives message from surroundings.

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Each receiver responds to the message they received based on their object of

orientation. Example: A Daily Newspapers will receive many Press releases from Many Public Relations Agencies on behalf of their clients. In this case, Newspaper will publish the selected Press release due to the space constraints. Then, Readers can directly respond to the client or they can respond to the News daily which published in the Newspaper. If Readers responded to daily News paper, it will communicate the feedback to concern PR Agency. X1, X2 and X3—are Press Release, Feedback (f), Clients (A), Reader (B) and Daily Newspaper (Gate Keeper) (c) 1. Feedback Loop between Reader (B) and News Paper (C) – fBC 2. Feedback Loop between News Paper(C ) and Client (A)- fCA 3. Feedback loop between Reader (B) and Client (A)- fBA.

MERITS AND DEMERITS •

This model accounts for Feedback.

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It can account for different modes of communication, i.e., for both interpersonal communication and Mass communication.

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It is a predictive model of communication and very descriptive also.

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It also account for non binary interactions, this means that it will remain good even for communications involving more than two sources.

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Westley and Maclean communication model is Two Dimensional.

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It cannot account for multi dimensions; this means this model will not be applicable for typical communication events that involve broader context and wide range of communication messages.

SOMEONE PERCEIVES ON EVENTS AND REACTS IN A SITUATION THROUGH SOME MEANS TO MAKE AVAILABLE MATERIALS IN SOME FORM AND CONTEXT CONVEYING CONTENT WITH SOME CONSEQUENCES.

George Gerbner’s Model In 1956, Gerbner attempted the general purpose of communication models. He stressed the dynamic nature of communication in his work and also the factor

which affecting the reliability of communication. i) Perceptual Dimension: •

An ‘E’ is an event happens in the real life

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Tthe event content or message is perceived by ‘M’ (Man or a Machine).

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After Perceives the message from “E” by “M” is known as “E1”.

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E1 is not same as like ‘E’. Because any (M) man or machine can’t perceives the whole event and they perceives only the part of the event (E1). This is known as “Perceptual Dimension”.

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These 3 factors are involves between ‘E’ and ‘M’ Selection Context Availability M (man or machine) cannot perceive the entire content of the event “E”. So M selects the interesting or needed content from the entire event and filtering the others. The context occurs in the event and Availability is based on ‘M’s attitude, mood, culture and personality. (For eg. How a journalist perceives the messages from the event and also can’t focus the whole event so they filter the unwanted or unrelated content from the event. This filtered content is not same as like the actual event content because the journalist edits the content based on his attitude, mood and cultural background or press policies).

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E2 is the event content which is drawn or artified by M.

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Here M becomes the source of a message about E to send someone else.

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M creates a statement or signals about the message and Gerbner termed its Form and content as “SE2”.

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S (Signal or Form) it takes and E2 (Man’s content). Here Content (E2) is structured or formed (S) by ‘M’ and it can communicate in a different ways or based on the structured ways.

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M has to use channels (or media) over to send the message which he has a greater or lesser degree of control. The question of ‘control’ relates to M’s

degree of skill in using communication channels. If using a verbal channel, how good is he using words? If using the Internet, how good is he at using new technology and words? •

This process can be extended to infinitum by adding on other receivers (M2, M3etc.) who have further perceptions (SE3, SE4 etc.) of the statements about perceived events.

Important Note: Message at ...