Communication Theory – M2

Assignment No: 01

Models of Communication

Submitted To:

 Prof. Amber Javaid

Submitted By:
 Syed Muhammad Zargham Ali
Reg No:
 2183184

Date: March 18th, 2020

 Models of Communication

 Linear Model of Communication

Linear model of communication is a simple one-way communication model. The message
flows in a straight line from sender to the receiver. There is no concept of feedback. The only
task that a receiver does here is to receive the message. Different models that follow linear
model of communication are:
 Lasswell’s Model
 Aristotle’s Model
 Shannon Weaver Model
 Berlo’s S-M-C-R Model

 Transactional Model of Communication

In transactional model, senders and receivers both are known as communicators and both
play equally important role in communication. Transactional model relates communication
with social reality, cultural up-bringing and relational context (relationships). Non-verbal
feedback like gestures, body language, is also considered as feedback in this model. Different
models that follow transactional model of communication are:

 Barnlund’s Transactional Model

 Helical Model
 Becker’s Mosaic Model

 Interactive Model of Communication

Interactive model or convergence model is similar to transactional model as they are
both two way communication model. But, interactive model is mostly used for new
media like internet. Here, people can respond to any mass communications like videos,
news, etc. People can exchange their views and ideas. Different models that follow
interactive model of communication are:

 Schramm’s Interactive Model

 White’s Model
 Linear Model of Communication

Aristotle’s Model:
Aristotle, your well known Ancient greek thinker, unveiled an operation involving by oral
communication within his / her creating 3 hundred years prior to the birth involving Christ. The
task is regarded worthy inside analyze involving modern-day communication. He articulates of
any communication practice consisting of a new loudspeaker, a message and also a listener. The
Aristotelian model of communication can be as follows:

Components of Aristotle’s Model of Communication:

Speaker:
The Aristotle's communication model is a speaker centered model as the speaker has the most
important role in it and is the only one active. It is the speaker's role to deliver a speech to the
audience.

Audience:
The role of the audience is passive, influenced by the speech. This makes the communication
process one way, from speaker to receiver. The speaker must organize the speech beforehand,
according to the target audience and situation (occasion).

Speech:
It is the data sent by the sender and the information that the receiver gets.
Lasswell’s Model:
Harold Lasswell, a political scientist, designed a communication exchanges type mixing the
main elements of communication exchanges. His model has become widely discussed given that
1940s. He or she expressed the actual type because, “Who affirms exactly what, in which funnel,
to be able to which, in doing what effect. ” Which means, Lasswell’s style of verbal exchanges
consists of several parts- Sender (who), Message (what) in addition to receiver (whom). Lasswell
included solely the actual component-channel. The majority of modern-day theorists talk about
these several areas of the actual communication procedure by employing diverse terminology.
The particular Lasswell’s type can be found beneath:

Components of Laswell’s Model of Communication:

Who?
Component: This is the communicator, also called the sender, who formulates and spreads a
message.
Analysis: This is about a management and audit analysis, that helps the sender to have the power
to communicate.

What?
Component: This is the content of the message or the message that the sender spreads.
Analysis: The content analysis is related to the aim of the message and/or the secondary intent.

Which channel?
Component: The channel describes the medium or media that is/are used to convey and spread
the message. The medium can consist of several communication tools, mass media and social
media.
Analysis: The media analysis shows which medium is best used to convey a message to the
receivers as effectively as possible.

To whom?
Component: This describes the receiver(s), such as a target group or an individual. With mass
communication, there’s an audience.
Analysis: The target analysis shows who the message is meant for and how they are best reached
and/or influenced.

Which effect?
Component: The effect is the result the message leads to. The so-called triangle of success
‘knowledge, attitude, behaviour’ is often used to describe the desired effect.
Analysis: The effect analysis will need to be started beforehand, so the messages can be aimed at
and fitted to the target audience.

Berlo’s Model:

David K. Berlo, a communication theorist and consultant developed a model named S-M-C-R
model of communication in 1960 in his book “The process of communication”. Berlo pointed
out the importance of the psychological view in his communication model.

The four parts of Berlo’s S-M-C-R model are S = Source, M = Message, C = Channel and R =
Receiver. The model is as follows:
 Components of Berlo’s Model of Communication:

S -Sender
Sender is the source of the message or the person who originates the message. The person or
source sends the message to the receiver. The following are the factor related to sender and is
also the same in the case of receiver.

 Communication Skills
Communication skills of a person is a factor that affects the communication process. If the
sender has good communication skills, the message will be communicated better than if
the sender’s communication skills are not good. Similarly, if the receiver can not grasp the
message, then the communication will not be effective. Communication skills include the
skills to speak, present, read, write, listening, etc.
 Attitude
The attitude of the sender and the receiver creates the effect of the message. The person’s
attitude towards self, the receiver and the environment changes the meaning and effect of
the message.
 Knowledge
Familiarity with the subject of the message makes the communicated message have its
effect more. Knowledge on the subject matter makes the communicator send the message
effectively.
 Social Systems
Values, beliefs, laws, rules, religion and many other social factors affect the sender’s way
of communicating the message. It creates difference in the generation of message. Place
and situation also fall under social systems.
 Culture
Cultural differences make messages different. A person from one culture might find
something offensive which is very much accepted in another culture.

M-Message
A message is the substance that is being sent by the sender to the receiver. It might be in the
form of voice etc. The key factors affecting the message are

 Content
Content is the thing that is in the message. The whole message from beginning to end is
the content.
  Elements
Elements are the nonverbal things that tag along with the content like gestures, signs,
language, etc.
 Treatment
Treatment is the way in which the message is conveyed to the receiver. Treatment also
effects the feedback of the receiver.

C-Channel
Channel is the medium used to send the message. In mass communication and other forms of
communication, technical machines might be used as a channel like telephone, internet, etc. But
in general communication, the five senses of a human being is the channel for the
communication flow and it affects the effectiveness of the channel.

 Hearing – We receive the message through hearing.

 Seeing – We perceive through seeing. We also get non-verbal messages by seeing.
 Touching – Many of the non-verbal communication happens from touching like holding
hands.
 Smelling – We collect information from smelling.
 Tasting – Taste also provides the information to be sent as a message.

R- Receiver
Receiver is the person who gets the message sent in the process. This model believes that the
thinking pattern and all other factors mentioned above must be in sync to that of the sender for
the communication to be effective. The message might not have the same effect as intended if
the receiver and sender are not similar. The receiver must also have a very good listening skill.
Other factors are similar to that of the sender.
 Communication skills
 Attitudes
 Knowledge
 Social Systems
 Culture
 Transactional Model of Communication

Shannon and Weaver Model:

Shannon Weaver model of communication was created in 1948 when Claude Elwood Shannon
wrote an article “A Mathematical Theory of Communication” in Bell System Technical
Journal with Warren Weaver
Shannon was an American mathematician whereas Weaver was a scientist. The Mathematical
theory later came to be known as Shannon Weaver model of communication or “mother of all
models.” This model is more technological than other linear models.

Components of Shannon’s Model of Communication:

Sender (Information source) 

Sender is the person who makes the message, chooses the channel and sends the
message.

Encoder (Transmitter) 
Encoder is the sender who uses machine, which converts message into signals or
binary data. It might also directly refer to the machine.

Channel
is the medium used to send message?
Decoder (Receiver) 
Decoder is the machine used to convert signals or binary data into message or the
receiver who translates the message from signals.

Receiver (Destination) 
Receiver is the person who gets the message or the place where the message must
reach. The receiver provides feedback according to the message.

Noise 
Noise is the physical disturbances like environment, people, etc. which does not let the
message get to the receiver as what is sent.

Interactive Model of Communication

Schramm’s Model:
The Osgood-Schramm model is built on the theory that communication is a two-way street, with
a sender and a receiver. Charles Egerton Osgood popularized the notion that communication was
circular rather than linear, meaning that it required two participants taking turns sending and
receiving a message.
Later, Wilbur Schramm, who talked about the model in his book, The Process and Effects of
Communication, adapted the model and added the notion of field of experience, or commonality,
to the mix. Field of experience incorporates what is mutually understood between the sender and
receiver.
 Components of Schramm’s Model of Communication

Sender:
Is the person who sends the message

Encoder:
Encoder is the person who converts the message to be sent into code.

Decoder:
The person who gets the encoded message which has been sent by the encoder and converts it
into understandable human language.

Interpreter:
Interpreter is the person who tries to understand and analyze the message. Message is received
after interpretation.

Feed Back:
The process of responding to the received message by the receiver.

White’s Model of Communication:

White's Model focuses on 8 stages of communication the communicator can then uses his/her
vocal mechanism to produce the sounds of language accompanied by his/her facial expression,
gestures, and body stance
 Components of White’s Model of Communication

Thinking:
A desire, feeling, or an emotion provides a speaker a stimulus to communicate a need.

Symbolizing:
Before he can utter sounds, a speaker has to know the code of oral language withwhich to
represent his ideas and in order to make his selection.

Expressing:
The speaker then uses his vocal mechanism to produce the sounds of language accompanied by
his facial expression, gestures, and body stance.

Transmitting:
Waves of sound spreading at 1,000 feet per second and waves of light traveling at aspeed of
186,000 miles per second carry the speaker’s message to his listener.

Receiving:
Sound waves impinge upon the listener’s ears after which the resulting nerve impulses reach the
brain via the auditory nerve; light waves strike the listener’s eyes after which the resulting nerve
impulses reach the brain via the optic nerve.

Decoding:
The listener interprets the language symbols he receives and thinks further.

Feedbacking:
The listener may manifest overt behavior like a nod, smile, or yawn or he may not show any
behavior at all (covert behavior like fast heartbeat, a poker face, etc.)

Monitoring:
while the speaker watches for signs of reception or understanding of his message among his
listeners, he is also attuned to what’s going on inside him; the speaker is receiving and decoding
messages about himself from his audience in order to adjust to the particular situation.