Mass Communication (BHUM201L)
Lecture 5
Module 2 Communication Models
Dr. Rashmi M
Assistant Professor
School of Social Sciences and Languages
Vellore Institute of Technology (VIT),
Tamil Nadu - 632014
Email: rashmi.m@[Link]
Reflection spot I
• Which among the following is not relevant to the linear model of
communication?
a) It includes immediate feedback.
b) It is also called action model of communication
c) Transmission from sender to receiver
d) Seen in everyday communication
Reflection spot II
• Which model focusses on persuasive communication?
a) Linear model
b) Aristotle’s model
c) Laswell’s model
d) None of the above
Shannon-Weaver communication model
• Shannon and Weaver worked on the mathematical communication model.
• They were not social science researchers but engineers working on the
process of communication.
• In this linear model of communication, Shannon and Weaver have tried to
understand and describe the communication process by taking cues from the
telephone system.
• Main concern is looking for the most efficient way to use a communication
channel to transmit the maximum amount of information from the source
to the destination.
• In this communication process, the message that originates with the source
is transformed into a signal by the transmitter; this signal is then sent
across to the receiver through the channel and finally reaches the
destination.
• In a telephone system, the channel is the telephone cable, the signal is the
electric current, and the transmitter and receiver are the telephone
instruments.
• Because of how this model has been conceptualized, it is also known as the
engineering communication model.
• Mathematical understanding of communication is based on the premise that
accuracy and efficiency are the key concerns for effective communication.
• The most important aspect of Shannon and Weaver’s
model is the concept of noise, which can hinder the
process of effective communication.
• “Noise is something that gets added to the signal between its
transmission and reception that is not intended by the
source“.
• Noise can be an unwanted signal that gets added and
hinders the transmission of the intended message,
making decoding the message much harder.
• This hindrance could be in the form of physical noise, like
a booming microphone, a noisy ceiling fan, a blaring
loudspeaker or just static in the telephone connection.
• Shannon and Weaver also argued that there could be three
levels of problems in this suggested model of communication:
• The technical problem: Where there is a problem in the channel or
decoding. This will affect the accuracy of the message. For example, if the
pages of a book are torn, or the ink is illegible, you may not understand
what is written.
• The semantic problem: There is a discrepancy in the meaning the
receiver understands. For example, reading and comprehending this text
would be impossible if you do not understand English.
• The effectivity problem: There is a question of the message being
received and comprehended but still ineffective. Many social messages
fail to work as they do not bring about the intended change in the
audience’s behaviour. Going by the same analogy again, if you find a text
boring, you may not learn anything.
Osgood- Schramm communication model
Source Receiver
• In this model, the source or the sender encodes a
message decoded and interpreted by the receiver. But
the process does not end here.
• Now, it is the receiver’s turn to encode a message and
send it to the source.
• This message is now decoded and interpreted by the
source.
• The strength of this model is that it looks at
communication as a far more dynamic and interactive
process in which both the source and receiver, participate
by responding to each other and picking up cues from
each other.
Wilbur Schramm (1971) further elaborated on the idea of the processual nature of communication.
He added another significant element to the communication process: feedback.
Source Receiver
Feedback
• When A converses with B, the following chain of events occurs: A
encodes a message and sends it through a channel. B receives the
message, decodes it and responds by sending his/her feedback.
• This feedback can be in the form of a gesture, a word, or even a long
sentence.
• The sender will be able to understand the effectiveness of his
message with the help of feedback, which would lead to better
communication.
• The feedback element makes Schramm’s model reciprocal and
highly interactive.
• Schramm states, "It is misleading to think the communication
process starts somewhere and ends somewhere. It is really
continuous.”
• Schramm also emphasized that the source begins with pictures in
his/her head, but these cannot be transmitted unless encoded into
signs for transmission.
• The first stage is encoding the message in words or other symbols.
• Once encoded, the message is free of the sender - the sender has no control over the message.
• Even before we consider the effectiveness of the message, we need to consider whether the
message will bring out the desired meaning. For this, the message has to be decoded by the
receiver.
• The receiver and the sender have to be in tune with each other.
• Schramm introduces the concept of the field of experience, which is vital for
communication to occur - peripheries of a person's total human experience.
• If both the source and receiver are in tune with each other, then the signal will
be within the circles of accumulated experience of the two individuals.
• In such a case, the communication process will be able to deliver the
intended message.
Berlo's S-M-C-R communication model.
• As Berlo suggested, this model lists four essential
elements involved in the communication process.
• The source (S) is the originator of the message (M), which
needs a channel (C) for it to reach the receiver (R).
• The communication process is seen as a linear chain of
events geared towards transmitting a message to the
receiver.
• The source, the originator of the entire communication
process, drafts a message according to his/her skills and
opinions, which is transmitted through a channel to reach
out to the receiver.
• In Berlo’s model, the source encodes the message
according to his/her communication skills, knowledge,
attitude and socio-cultural values.
• The message itself has been understood with the help of
various categories like its content, treatment and
structure.
• The channel can be as diverse as hearing, touching,
seeing, tasting and smelling.
• Finally, the receiver decodes the message according to
his/her knowledge, communication skills and attitudes.
Interactive model of communication
• In this model, people take turns sending and receiving messages,
shaping the meaning through message exchange and feedback
within physical and psychological contexts.
• It's like a back-and-forth interaction that includes feedback, making
communication more engaging and live.
• In communication, it's essential to give and receive feedback. So,
when you ask a question and get a response, that's feedback.
• This communication model recognizes that many messages are sent
simultaneously; some might not be noticed or intended.
• It's not just about speaking or writing but understanding the
communication process. The setting and the way we feel also matter in
this communication model.
• For example, where we talk and how we feel can influence face-to-face
conversations. When we communicate online, our tools also make a
difference. Our emotions and stress levels also affect how we
understand and convey messages.
• Feedback and context complete this model, showing the
communication process.
• Interactive communication can happen with or without spoken
words, like when we use machines.
• For example, when we use an ATM, we enter information and
receive messages from the machine. This communication model
includes people and machines talking to each other.
• It highlights the importance of interaction and feedback and how
everyone involved shapes the meaning of the conversation in
different situations.
• Modern technology has changed how we communicate, creating
new ways to engage with each other. Whether browsing the web,
interacting with social media posts, or leaving comments,
communication is now a two-way street.
• It's all about people sending messages and getting responses
through different channels.