itft- media, models of communication

Introduction

"Communicationsis the mechanism through which human relations exist and develop.”

Models help us

understand complex

phenomenon.

Different

communication models

illustrate different

aspects of

communication.

Models are never

perfect.

Aristotle’s classical model

Aristotle

Aristotle proposed

model before 300 B.C

who found the

importance of audience

role in communication

chain in his

communication model.

Aristotle’s classical model (Cont.)

This model is more focused on public

speaking than interpersonal communication.


Speaker plays an important role in Public

speaking. The speaker must prepare his speech

and analysis audience needs before he enters into

the stage. His words should influence in audience

mind and persuade their thoughts towards him.


Example:Alexander gave brave speech to his soldiers in the

war field to defeat Persian Empire.

Speaker - Alexander

Speech - about his invasion

Audience - Soldiers

Lasswell Model

Harold Dwight Lasswell states that a convenientway to describe an act of communication is toanswer the following questions:

1.Who

2. Says what

3. In which channel

4. To whom

5. With what effect?

Lasswell Model (Cont.)

Lasswell Model of Communication (Cont.)

• Given by sociologist Harold Lasswell in 1948

• One way process

• Model says that communication is the process of transmission of messages.

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

• It urges that what are the effects seen, observed and measured in the receiver after the process of communication.

Assumptions:• In this model it is

assumed that

-the message that is

passed by any medium

chosen, reaches the

receiver without any

distortion or change.

• For Example:

- a letter, email, text

message.


How it Works:

• In this model, information is

passed from the sender to

receiver with a proper flow and

a proper medium.

• The receiver passively receives

the message.

• And then receiver acts as

directed or desired by the

sender.

• It is a one way process so there


Advantage of Lasswell model• It is Easy and Simple

• It suits for almost all

types of communication

• The concept of effect


Drawbacks

• Linear model

• A one way act

• Model is not interactive

• No feedback

• Noise not mentioned


• CNN NEWS – A water leak from Japan’s tsunami-crippled nuclearpower station resulted in about 100 times the permitted level ofradioactive material flowing into the sea, operator Tokyo ElectricPower Co said on Saturday.

• Who – TEPC Operator

• What – Radioactive material flowing into sea

• Channel – CNN NEWS (Television medium)

• Whom – Public

• Effect – Alert the people of Japan from the radiation.


Example

Shannon & Weaver Model of

Communication

•This model was created in 1949 by

Claude Shannon and Warren Weaver.

•The basis for this model was a study

of telephone conversations over a

very lengthy two year time.

•The team studied only what they

deemed to be “important” or

“significant” calls of some length.

•Quick calls to a neighbor or a store

were not considered for the study.

•The focus was on the mechanics of

the messages.

Claude Shannon

Shannon & Weaver Model of

Communication (Cont.)

Shannon & Weaver Model of Communication (Cont.)

According to Shannon and Weaver's model, a message begins at an information source, which is relayed through a transmitter, and then sent via a signal towards the receiver. But before it reaches the receiver, the message must go through noise (sources of interference). Finally, the receiver must convey the message to its destination.

Example

Suppose you have an idea in yourhead (information source) thatyou want to tell someone about.

You must first move the ideafrom your brain to your mouth(transmitter). Since you cannotactually share your gray matter,you must select words for yourtransmitter to use.

Once you speak, your voice(signal) is carried through the airtoward the listener's ear(receiver).

Along the way, your signal isjoined by a myriad of othersounds and distractions (noises).

The receiver then takes everythingit receives and tries to maximumthe message and minimize thenoise.

Finally, the receiver conveys itsmessage to the other person'smind (destination).

Examples of noise

• A loud motorbike roaring down the road while you’re trying to hold a conversation.

• Your little brother standing in front of the TV set.

• Smudges on a printed page.

NOISE CAN BE IN THE FORM OF:

• DISTRACTION

What happens when you communicate to a physically attractive person?

• DIFFERENCES IN THE USE OF CODE

Is there communication when you speak to an American person using the Chinese language?

W. Schramm Model

Wilbur Schramm proposed the model of

communication in 1971.

Wilbur Schramm

Source

Encoder

Signal

Decoder

Destination

• Schramm emphasized the

necessity of overlapping field of experience in

communication through

his model.

• A breakdown in

communication can also

occur if the sender and

receiver are not in the

same wavelength.

• This is true in human

communication as well as

in mass communication.

• The overlapping field of

experience in

communication is known as

empathy.

• The term “empathy” means

the ability of an individual to

project oneself into the role

of another.

• The overlapping field of

experience or empathy is

directly proportional to the

extent of communication

effectively.

For instance, a lecture on neurophysiology delivered to an

audience of sixth graders may result in little or no

communication. The lecturer has background knowledge

of chemistry and biology, and beyond that very specialized

knowledge of biochemical processes in the nervous

system. The audience would lack the vocabulary, if

nothing else, to make sense of the information.

OSGOOD- SCHRAMM CIRCULAR MODEL OF COMMUNICATION

Wilbur Schramm

Charles Osgood

OSGOOD- SCHRAMM CIRCULAR MODEL OF COMMUNICATION (CONT.)

This Model of Osgood-

Schramm evolved in

1954. It does not

follow the conventional

pattern of

communication from

source to receiver.

It helps in reminding

the process of

interpretation which

takes place whenever a

message is decoded.

OSGOOD- SCHRAMM CIRCULAR MODEL OF COMMUNICATION (CONT.)

It stressed that each

participant in a

communication process

sends as well as receives

messages and as such

encodes, decodes and

interpret messages.

Thus it is a dynamic

process in which there is

an interactive relationship

between the source and the

receiver, where a person

may be a source one

moment, a receiver the

next and again a source

the following moment.

Significance

Circular in form and

meaningful

Ongoing and dynamic in

nature

Natural process

More preferred in dyad

communication

Bounded by good timing

Verbal and non- verbal form

of communication

David Berlo’s model

In 1960, David Berlo

expanded on Shannon and

Weaver’s (1949) linear

model of communication

and created the SMCR

Model of Communication

The Berlo S-M-C-R Model accounts for a variety of

human variables that are present in person-to-

person communication. When one is attempting to

convey an emotionally complex message, the Berlo

Model may be the more appropriate choice.

Looking at the sequence within the SMCR model, you can identify

the basic structures of the modern perception of communication.

The source represents where the information originates, the

source of the communication. The message is the encrypted piece

of information provided by the source. The channel, then, is the

medium of transmission from the source to the receiver, and the

receiver is the end recipient of the information.

Newcomb’s model

Newcomb’s model (Cont.)

It is a triangular model and

represented chiefly

interpersonal communication.

It tries to introduce the role

of communication in a society

or a social relationship.

According to it,

communication maintains

equilibrium within the social

system.

Newcomb’s model (Cont.)

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 and teachers 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”

Westley McLean’s model

Bruce Westley (1915-1990)

Malcolm S. MacLean Jr (1913-2001)

Westley McLean’s model (Cont.)

This model can be seen two

contexts, interpersonal and mass

communication. 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)


Model:

Westely and Maclean realized that

communication does not begin when one

person starts to talk, but rather when a

person responds selectively to his/her

physical surroundings. This model considers

a strong relation between responds from

surroundings and the process of

communication. Communication begins only

when a person receives message from

surroundings. Each receiver responds to the

message they received based on their object

of orientation.


Example:

A Daily News Papers will receive many Press releases from Many Public

Relations Agencies on behalf of their clients. In this case, News paper 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 News Paper (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.


Example:

Advertisement given through Television

A Television will receive many

advertisement from their clients.

In this case, Television will broadcast the

selected advertisement due to the time

constraints.

Then, viewers can directly respond to the

client or they can respond to the

television which broadcast in the

television.

If viewer responded to television, it will

communicate the feedback to

client./agency

X1, X2 and X3—are advertisement,

Feedback (f), agency (A), Reader (B) and

television/media (Gate Keeper) (C)


Merits

1.This model accounts for

Feedback.

2.It can account for both

interpersonal communication

and Mass communication.

3.It is a predictive model of

communication and very

descriptive also.

4.Westley and Maclean

communication model is Two

Dimensional.

DemeritsIt 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.

George Gerbner’s model

George Gerbner’s model (Cont.)


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.

(Note: This model can be best understood when read along

with the diagram beginning at E – Event.)


(i) Perceptual Dimension:An ‘E’ is an event happens in the real life and the event content or message is perceived by ‘M’ (Man or a Machine). After Perceives the message from “E” by “M” is known as “E1”. E1 is not same as like ‘E’. Because any 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”.These 3 factors are involves between ‘E’ and ‘M.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).

(ii) Means and Controls dimension:E2 is the event content which is drawn or artified by M. Here M becomes the source of a message about E to send someone else. M creates a statement or signals about the message and Gerbner termed its Form and content as “SE2”. 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.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


Important Note:Message at every level is altered or changed.

Example:In case of news reporting, E can be any event that has happened and the reporter (M) selects a particular part of event (E1) that may be provide his channel higher TRP ratings or the news may boost the particular party which his channel supports. This SE2 is sent through a medium to the mass audience. Then the audience distributed the message (SE2) and he (M1) sends to his friends with his interpretation and the process continues.

Media Dependency Model

Media Dependency Model

Ball-Rokeach and Defleur’s dependency model, shows the

interdependence between society, mass media, audience and

effects (after Ball-Rokeach and Defleur) (McQuail and

Windahl, 1981).

The dependency model of media effects formulated by Ball-

Rockeach and DeFleur (1976, 1982), views audience effects in

the context of the complexity of the larger social structure in

which the individuals become more dependent on the media

for information about, and orientation to, the larger social

world. The model seeks to explain effects in terms of the

historical conditions of society and its media. Ball-Rockeach

and DeFleur are suggesting that it is the societal conditions that

determine the power and type of media effects.

THANK YOU

itft- media, models of communication

Education

radioactive

george gerbners

aristotles

westley mcleans

schramm circular

daily news

news paper

public speaking