Models of Communication

The communication process can be understood through one of several different models. Each
type of model shows just how messages are sent and received and may consist of additional
factors that impact the communication taking place. The three main models include
the transactional model, interactive model, and the linear model of communication, which is the
simplest of the three types.
The linear model of communication refers to refers to the way in which a message, the content
of information being sent, is transmitted from a sender to a receiver. It is the type of
communication that only occurs one way and doesn't provide a means to respond to the message.
The linear model is seen in everyday communication, such as television advertisements, radio
commercials, and print materials.
As the name implies, the linear model resembles a line which shows how the message is
transmitted in one direction. The model doesn't include immediate feedback, so it doesn't display
an interaction but rather a simple message being sent one direction. The linear model of
communication is also sometimes referred to as the action model of communication or
the transmission model of communication.

What is the linear model of communication?

Linear communication is a one-way type of communication where someone sends a message
without getting any feedback from the receiver of the message.
Linear communication is a simple communication model that's often used in sales and marketing
activities, when sending engaging messages to customers, and in large-scale organisations, when
sending communications to a group of people.
This one-way communication style is particularly useful when communicating a message to a
wide range of people simultaneously.

The 7 components of linear communication

We've already mentioned the “sender” and “receiver” that are involved in linear communication.
In total, there are seven components of the linear communication model. They include:
 Sender
The sender is the initiator of the message. They are the person who creates the message sent by
linear communication. In sales, the sender could be a salesperson who creates a promotional
email to send to potential clients.

Receiver
Unsurprisingly, the receiver is the person on the receiving end of the message. The receiver is the
audience. In the workplace, the receiver could be an employee who receives an email from a
supervisor with instructions for a new project.

Message
The message is the core information or content being conveyed from the sender to the receiver.
In marketing, a message could be a slogan in an advertisement promoting a product's unique
selling proposition.

Channel
The channel is how the message is sent; that is, the medium or method used for transmission. For
example, in the workplace, a team leader might use a staff meeting as the channel to
communicate important project updates to the team.

Encoding
Encoding is the process of converting a message into a suitable form of transmission. Before
sending a message it has to be encoded, turning potentially complex information into something
easily understood. For example, a salesperson might encode a complex technical specification
into more straightforward language for a client presentation.

Decoding
When a receiver gets a message, they must decode it. Decoding is the process of interpreting and
making sense of what was received. Often consumers decode an advertisement's message to
understand the benefits and features of a product.

Noise
Noise refers to any type of interference or disruption that affects the accuracy of the transmission
or reception of a message. We can break noise into three sub-categories:
• Physical noise: This refers to external, tangible interferences that can disrupt the transmission of
a message, like static on a phone line.
• Semantic noise: This refers to issues related to language and meaning, like when a sender and
receiver have different interpretations of words, symbols, or language, resulting in
miscommunication.
• Psychological noise: This refers to internal, mental, or emotional factors affecting
communication. For example, a sender or receiver may have stress levels which interfere with
the ability to comprehend or convey a message.
Criticisms of Linear Model

• The model assumes that communication has a particular beginning and an end, so it is not
continuous.
• There is no concept of feedback which makes it inapplicable to direct human
communication and only applicable to mass communication like newspaper, television,
etc. There is no way to know if the communication was effective or not.
• Human communication is mostly circular rather than linear as audience is also an active
participant.
• Communication may not happen in turns and more than one message can be sent at the
same time.
• The sender must have the ability to encode and the receiver must have the ability to
decode.
• The model has become less relevant to electronic communication and internet where it’s
not clear who is the sender and who is the receiver.
•

What are other models of communication?

There are two other models of communication in addition to the linear model of communication.
They are:

Interactive
Interactive communication is a two-way process. It occurs between two or more people and
occurs when everyone in the conversation is a sender and a receiver. It often involves immediate
feedback and response too, which allows for real-time adjustments to messaging.
The interactive communication model has three main characteristics: the ability for all parties to
respond to each other's messages, the exchange of messages in real-time, and collaboration and
mutual participation.
An example of interactive communication could be a face-to-face conversation between two
colleagues discussing a project. They can ask questions, seek clarification, and provide
immediate feedback, creating a dynamic exchange of information.

The interactive or interaction model of communication describes communication as a process in

which participants alternate positions as sender and receiver and generate meaning by sending
messages and receiving feedback within physical and psychological contexts (Schramm, 1997).
Rather than illustrating communication as a linear, one-way process, the interactive model
incorporates feedback, which makes communication a more interactive, two-way process.
Feedback includes messages sent in response to other messages. For example, a workplace
trainer may respond to a point you raise during a discussion. The inclusion of a feedback loop
also leads to a more complex understanding of the roles of participants in a communication
encounter. Rather than having one sender, one message, and one receiver, this model has two
sender-receivers who exchange messages. Each participant alternates roles as sender and receiver
in order to keep a communication encounter going. Although this seems like a perceptible and
deliberate process, we alternate between the roles of sender and receiver very quickly and often
without conscious thought.

The interactive model is also less message focused and more interaction focused. While the
linear model focused on how a message was transmitted and whether or not it was received, the
interactive model is more concerned with the communication process itself. In fact, this model
acknowledges that there are so many messages being sent at one time that many of them may not
even be received. Some messages are also unintentionally sent. Therefore, communication isn’t
judged effective or ineffective in this model based on whether or not a single message was
successfully transmitted and received.
The interactive model takes physical and psychological context into account. Physical context
includes the environmental factors in a communication encounter. For example, the size, layout,
temperature, and lighting of a space may influence in-person communication, just as the layout
and interface of a digital tool may influence digital communication. Whether it’s the size of the
room or other environmental factors, it’s important to consider the role that physical context
plays in our communication. Psychological context includes the mental and emotional factors in
a communication encounter. Stress, anxiety, and emotions are just some examples of
psychological influences that can affect our communication. Seemingly positive psychological
states, like experiencing the emotion of love, can also affect communication. Feedback and
context help make the interaction model a more useful illustration of the communication process.
Transactional
Transactional communication builds on the interactive model, recognising that participants
simultaneously give and receive information. It views communication as a continuous, evolving
process where roles are interchangeable.
The transactional communication model has three main characteristics: understanding that the
roles of sender and receiver aren't fixed and that they influence each other, that communication is
an ongoing and evolving process, and that communication is about a shared meaning and
understanding between communicators.
An example of transactional communication is when a team works collaboratively on a project
through an online platform. It requires team members to share information, respond to each
other's ideas, and collectively shape the project's direction.

As the study of communication progressed, models expanded to account for more of the
communication process. Many scholars view communication as more than a process that is used
to carry on conversations and convey meaning. We don’t send messages like computers, and we
don’t neatly alternate between the roles of sender and receiver as an interaction unfolds. We also
can’t consciously decide to stop communicating because communication is more than sending
and receiving messages. The transaction model differs from the transmission and interaction
models in significant ways, including the conceptualization of communication, the role of sender
and receiver, and the role of context (Barnlund, 1970).

The transaction model of communication describes communication as a process in which

communicators generate social realities within social, relational, and cultural contexts. In this
model, we don’t just communicate to exchange messages; we communicate to create
relationships, form intercultural alliances, shape our self-concepts, and engage with others in
dialogue to create communities. The transaction model thus views communication as a powerful
tool that shapes our realities beyond individual communication encounters.

The roles of sender and receiver in the transaction model of communication differ significantly
from the other models. Instead of labeling participants as senders and receivers, the people in a
communication encounter are referred to as communicators. Unlike the interactive model, which
suggests that participants alternate positions as sender and receiver, the transaction model
suggests that we are simultaneously senders and receivers. This is an important addition to the
model because it allows us to understand how we are able to adapt our communication—for
example, a verbal message—in the middle of sending it based on the communication we are
simultaneously receiving from our communication partner.
The transaction model also includes a more complex understanding of context. The interaction
model portrays context as physical and psychological influences that enhance or impede
communication. While these contexts are important, they focus on message transmission and
reception. Since the transaction model of communication views communication as a force that
shapes our realities before and after specific interactions occur, it must account for contextual
influences outside of a single interaction. To do this, the transaction model considers how social,
relational, and cultural contexts frame and influence our communication encounters.