Ø Linear Communication Model
Ø Lasswell’s
Model
Ø Aristotle’s
Model
Ø Berlo’s
SMCR Model
Ø Transactional Model
Ø Barlund’s
Model
Ø Shannon
& Weaver Model
Ø Interactive Model
Ø Schramm’s
Model
Ø White’s
Model
Components of Linear Communication
Linear model has defined set of
components required for a communication to be established where
• Sender is
the person who sends a message after encoding.
• Encoding is
the process of converting the message into codes compatible with the channel
and understandable for the receiver.
• Decoding is
the process of changing the encoded message into understandable language by the
receiver.
• Message is
the information sent by the sender to the receiver.
• Channel is
the medium through which the message is sent.
• Receiver is
the person who gets the message after decoding.
• Noise is
the disruptions that are caused in the communication process in channel or in
understandability of the message.
• Lasswell's
communication model was developed by communication theorist Harold
D. Lasswell (1902-1978) in 1948. Lasswell’s model of
communication (also known as action model or linear model or one
way model of communication) is regarded as one the most influential
communication models
• The
first and earliest linear model is that of Aristotle, who was a teacher of
Rhetoric and even put up an academy to produce good speakers.
Aristotle’s Model of Communication
Criticisms of Aristotle’s Model
There are few criticisms around
this model. Some of them are:
• There
is no concept of feedback, it is one way from speaker to audience.
• There
is no concept of communication failure like noise and barriers.
• This
model can only be used in public speaking.
• In
1960, David Berlo postulated Berlo's Sender-Message-Channel-Receiver (SMCR)
Model of Communication from Shannon Weaver's
Model of Communication (1949). He described factors affecting the
individual components in the communication making the communication more
efficient. This model also focuses on encoding and decoding which happens
before sender sends the message and before receiver receives the message
respectively.
Aristotle’s Model of Communication
Criticisms of Berlo’s
SMCR Model
Ø There
is no concept of feedback, so the effect is not considered.
Ø There
is no concept of noise or any kind of barriers in communication.
Ø It
is a linear model of communication, there is no two way communication.
Both of the people must be similar according to all the
factors mentioned above.
Transactional Model
Transactional model of communication is the exchange of
messages between sender and receiver where each take turns to send or
receive messages. Here, both "sender" and "receiver"
are known as "communicators" and their role reverses each time in the
communication process as both processes of sending and receiving occurs at
the same time.
Criticisms of
Transactional Model
Ø Without
verbal response, the sender can not be sure that the receiver got the message
as intended. Feedback is an important component in the communication process,
especially in interpersonal communication as it gives a space to clarify
misunderstandings.
Ø The
transactional model gives the opportunity for a lot of noise because the
communication is simultaneous. For example, when many people are talking at the
same time in a meeting, the objective of the meeting will not be fulfilled.
Ø Differences
Between Transactional and Other Communication Models:
|
Transactional Model
|
Other Models
|
|
Used for interpersonal
communication
|
Used for Intrapersonal,
interpersonal, group or mass communications.
|
|
Senders and Receivers are known as
Communicators, they interchange their roles
|
Senders and receivers are
different people
|
|
Includes the role of context and
environment
|
Role of context and environment
are not mentioned in other models
|
|
Includes noise and communication
barriers as factors
|
Not necessarily have the concept
of noise
|
|
Talks about non-verbal
communication
|
Ignores non-verbal communication
|
|
Simultaneous feedback
|
Feedback comes later in
interaction model and is not included in linear model
|
Example of Shannon-Weaver model communication process
A businessman sends a message via phone text to his
worker about a meeting happening about their brand promotion. The
worker does not receive the full message because of noise. It goes like
this:
Businessman: We have a meeting at the office ("at 8
am" goes missing due to phone network disruption or noise)
Worker (feedback) : At what time?
Advantages of
Shannon-Weaver Model:
Ø Concept of noise helps in making the
communication effective by removing the noise or problem causing noise.
Ø This model takes communication as a two way
process. It makes the model applicable in general communication.
Ø Communication is taken as quantifiable in
Shannon Weaver model.
Ø Criticisms of Shannon-Weaver Model:
Ø It can be applied more for interpersonal
communication than group communication and mass communication.
Ø Receiver plays the passive part in the
communication process as sender plays the primary role that sends messages.
Ø Feedback is taken as less important in
comparison to the messages sent by the sender.
Ø The model is taken by some critics as a
"misleading misrepresentation of the nature of human communication"
as human communication is not mathematical in nature.
Ø Dean Barnlund proposed a transactional
model of communication in 1970 for basic interpersonal communication which
articulates that sending and receiving of messages happens simultaneously between
people which is popularly known as Barlund's Transactional Model of
Communication. The model has been further adapted and reformed by other
theorists as General Transactional
Model. The model shifted from the trend of linear model to dynamic and two way communication model.
Ø Components
of Barlund's model:
Ø Advantages of Barlund’s Transactional Model:
Ø The model shows shared field experience of
the sender and receiver.
Ø Transactional model talks about simultaneous
message sending, noise and feedback.
Barnlund’s
model is taken by critics as the most systematic model of communication
Ø Disadvantages of Barlund’s Model:
Ø Barnlund’s model is very complex.
Ø Both the sender and receiver must
understand the codes sent by the other. So they must each possess a similar
"code book". (The concept of code book is not mentioned in the
model but understood.)
Ø Interactive
Model:
Ø Interactive model (also known as convergence
model) deals with exchange of ideas and messages taking place both ways
from sender to receiver and vice-versa.
Ø The
communication process take place between humans or machines in both
verbal or non-verbal way. This is a relatively new model of
communication for new technologies like web.
Ø In
Interactive model, whenever a source sends a message to a receiver (source),
he/she encodes the message first. The encoded message is then received by
the receiver where it is decoded to get the original information. Again, the
receiver acts as a source, encodes another message (also knows as a
feedback) and sends it back to the sender.
Ø Interactive
Model and Other Models Differences:
Interactive Model of Communication
|
Other Models of Communication
|
Indirect and slow feedback
|
Direct and fast feedback
|
Feedback is a whole new process of
communication
|
Feedback is the part of a single
communication process
|
For new media
|
For all other kinds of media like
print, news, etc.
|
No engagement of sender and
receiver in communication
|
Engagement of sender and receiver
in communication
|
Sender and receiver is equally
important
|
Sender is important and
overpowering than receiver
|
It can become linear if the
receiver does not respond
|
The receiver is bound to give some
kind of response verbal or non-verbal
|
An example of
Interactive model is that of Wilbur
Schramm, who is considered the Father of Mass Communication. He came up with five models, but
the Schramm Model in (1995) we are concerned with is the concept that explains
why communication breakdown occurs. Schramm asserts that communication can take
place if and only if there is an overlap between the Field of Experience of
the Speaker and the Field of Experience of the Listener.
What is Field of Experience?
Field of Experience
are the things that influences the understanding and interpretation of message
like culture, social background, beliefs, experiences,
values and rules.
Examples:
• a person who always eats with spoon is
informed that that he has to eat with hands in that place, the person will get
offended because he will think it is impolite to eat that way.
• the teacher must deliver his/her lecture in
either English or Filipino because that is the language that students know and
use.
• Advantages of Schramm’s Model:
• Circular communication gives
opportunity to both parties to give their opinion.
• As it is dynamic and ever changing model,
it is helpful in general practice.
• Sender and receiver interchanges and both
are equally active.
• Semantic noise included as a concept helps
in understanding problems that can occur during interpretation of message
• Feedback makes it easier to know if
the message is interpreted by the receiver as intended or not.
• Concept of interpretation makes the
communication effective.
• Field of experience (psychological effect)
helps to understand the communication process in many other ways than the
traditional ones..
• 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:
• This model can not deal with multiple
levels of communication and complex communication processes.
• There can only be two sources
communicating, many sources complicates the process and the model can not be
implemented.
• Message sent and received might be
interpreted differently than intended.
• Eugene White’s Model:
• https://prezi.com/rfcgo_zdlscc/eugene-whites/
• The Communication Process:
Comments
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