Harold Dwight Lasswell (February 13, 1902 December 18, 19 8!

Harold Dwight Lasswell, the American political scientist states that a convenient way to describe an act of communication is to answer the following questions

Who Says What In Which hannel !o Whom With what effect"

!his model is about process of communication and its function to society, According to Lasswell there are three functions for communication# $% &% '% Surveillance of the environment orrelation of components of society ultural transmission between generation

Lasswell model suggests the message flow in a multicultural society with multiple audiences% !he flow of message is through various channels% And also this communication model is similar to Aristotle(s communication model% In this model, the communication component who refers the research area called ) ontrol Analysis*, Says what is refers to ) ontent Analysis*, In which channel is refers to )+edia Analysis*, !o Whom is refers to )Audience Analysis* With What ,ffect is refers to ),ffect Analysis* "#am$le% -- -,WS . A water lea/ from 0apan(s tsunami1crippled nuclear power station resulted in about $22 times the permitted level of radioactive material flowing into the sea, operator !o/yo ,lectric 3ower o said on Saturday%

Who . !,3 4perator What . 5adioactive material flowing into sea hannel . -- -,WS 6!elevision medium7 Whom . 3ublic ,ffect . Alert the people of 8apan from the radiation% &d'a(tage o) lasswell model#

It is ,asy and Simple It suits for almost all types of communication !he concept of effect

Disad'a(tage o) lasswell model#

9eedbac/ not mentioned -oise not mentioned Linear +ode

This model is specially designed to develop the effective communication between sender and receiver. Also they find factors which affecting the communication process called Noise. At first the model was developed to improve the Technical communication. Later its widely applied in the field of Communication. !he model deals with various concepts li/e Information source, transmitter, -oise, channel, message, receiver, channel, information destination, encode and decode%

*e(der # !he originator of message or the information source selects desire message% "(coder # !he transmitter which converts the message into signals% +ote# !he sender(s messages converted into signals li/e waves or :inary data which is compactable to transmit the messages through cables or satellites% 9or e;ample# In telephone the voice is converted into wave signals and it transmits through cables% Decoder # !he reception place of the signal which converts signals into message% A reverse process of encode% +ote # !he receiver converts those binary data or waves into message which is comfortable and understandable for receiver% 4therwise receiver can(t receive the e;act message and it will affect the effective communication between sender and receiver% ,ecei'er # !he destination of the message from sender% +ote # :ased on the decoded message the receiver gives their feed bac/ to sender% If the message distracted by noise it will affect the communication flow between sender and receiver%

+oise# !he messages are transferred from encoder to decoder through channel% During this process the messages may distracted or affected by physical noise li/e horn sounds, thunder and crowd noise or encoded signals may distract in the channel during the transmission process which affect the communication flow or the receiver may not receive the correct message% +ote # !he model is clearly deals with e;ternal noises only which affect the messages or signals from e;ternal sources% 9or e;ample# If there is any problems occur in networ/ which directly affect the mobile phone communication or distract the messages% -ractical "#am$le o) *ha((o(./ea'er model o) commu(icatio( # !homson made call to his assistant )come here I want to see you*% During his call, noise appeared 6transmission error7 and his assistant received )I want* only% Again Assistant as/ed !homson 6feedbac/7 )what do you want !homson*% Sender ,ncoder hannel -oise # !homson # !elephone 6!homson7 # able

# Distraction in voice

5eception # !elephone 6Assistant7 5eceiver # Assistant%

Due to transmission error or noise, Assistant can(t able to understand !homson(s messages% <!he noise which affect the communication flow between them% 0riticism o) *ha((o(./ea'er model o) commu(icatio( # $% 4ne of the simplest model and its general applied in various communication theories% &% !he model which attracts both academics of Human communication and Information theorist to leads their further research in communication% '% It(s more effective in person1to1person communication than group or mass audience% =% !he model based on )Sender and 5eceiver*% Here sender plays the primary role and receiver plays the secondary role 6receive the information or passive7% >% ommunication is not a one way process% If it(s behaved li/e that, it will lose its strength% 9or e;ample# Audience or receiver who listening a radio, reading the boo/s or watching television is a one way communication because absence of feedbac/% ?% @nderstanding -oise will helps to solve the various problems in communication%

OSGOOD- SCHRAMM MODEL OF COMMUNICATION in ommunication +odels

It is a ircular +odel, so that communication is something circular in nature "(coder . Who does encoding or Sends the message 6message originates7 Decoder . Who receives the message 1(ter$reter . 3erson trying to understand 6analyses, perceive7 or interpret +ote# 9rom the message starting to ending, there is an interpretation goes on% :ased on this interpretation only the message is received% !his model brea/s the sender and receiver model it seems communication in a practical way% It is not a traditional model% It can happen within our self or two peopleA each person acts as both sender and receiver and hence use interpretation% It is simultaneously ta/e place e%g% encoding, interpret and decoding% Semantic noise is a concept introduced here it occurs when sender and receiver apply different meaning to the same message% It happens mostly because of words and phrases for e%g% !echnical Language, So certain words and phrases will cause you to deviate from the actual meaning of the communication% +ote# When semantic noise ta/es place decoding and interpretation becomes difficult and people get deviated from the actual message% &d'a(tage o) 2sgood. *chramm model o) commu(icatio( . $. &. (. ). !ynamic model" #hows how a situation can change %t shows why redundancy is an essential part There is no separate sender and receiver' sender and receiver is the same person Assume communication to be circular in nature *eedbac+ , central feature.

Disad'a(tage o) 2sgood. *chramm model o) commu(icatio( !his model does not tal/ about semantic noise and it assume the moment of encoding and decoding% After learning the Shannon weaver model, let(s find out about Schramm(s model of communication which has its roots from the Shannon weaver model itself% Wilber Schramm proposed the model of communication in $B>=% Information is of no use unless and until it is carefully put into words and conveyed to others% ,ncoding plays a very important role because it initiates the process of communication by converting the thought into content% When the information reaches the recipient his prime responsibility is to understand what the spea/er intends to convey% @nless and until the second party is able to understand or decode the information what the sender wants to communicate, the message is actually of no use% !hus encoding and decoding are two most important factors of an effective communication without which information can never flow between two individuals% Schramm(s model also revolves around the above principle% According to the Schramm(s model, coding and decoding are the two essential processes of an effective communication% He also emphasiCes that the communication is incomplete unless and until the sender receives a feedbac/ from the recipient% Imagine a person sharing his thoughts with his friend and his friend not responding to him% Is the communication complete" -4%Schramm believed that communication is actually a two way process between the first party and the second party% Let us understand more with the help of an e;ample

0ennifer to Sam 1)Will you accompany me for a movie "* Sam /ept mum and did not respond and hence the communication between Sam and 0ennifer was not complete% If Sam was not interested for the movie, he could have responded or given the feedbac/ to 0ennifer about his unwillingness% According to Schramm(s model, whenever the information reaches the recipient, it becomes his responsibility to give the feedbac/ and let him /now if he has downloaded the message in e;actly the same manner the spea/er wanted% If he is not clear with anything or has any doubts, it must be cleared with the spea/er% !hus when the spea/er conveys any message to the listener, the listener, decodes the message and once again passes the message to the spea/er after understanding it and completing the full circle% *e(der 34 53 ,ecei'er 3 1 Stands for message Schramm believed that an individual(s /nowledge, e;perience and cultural bac/ground also play an important role in communication% Individuals from diverse cultures, religion or bac/ground tend to interpret the message in different ways% :illy to Servant 1 )3lease bring something hot for me to drin/ as I am suffering from sore throat%* !he servant brought him a glass of lu/ewarm water but :illy actually wanted a cup of hot chocolate coffee% Hence different interpretation by the servant% He was not on the common grounds with :illy and failed to understand his master(s information% It was neither :illy(s nor the servant(s fault but actually the differences in both their bac/grounds which was to blame% Do through another e;ample 0ohn to !eddy 1)I get late for my office, please buy me a cloc/* !eddy went to a local mar/et and gifted a cloc/ to 0ohn and 0ohn was never late to office after that% He could have also misinterpreted the message, then how come he could understand his friend(s desire" A loc/ is always a cloc/ whether !eddy has to bring it or any other individual has to bring it% A cloc/ can never be confused with a wrist watch or for that matter something else% !here are some messages which are more or less same for everyone% !hey are called as messages with a De(otati'e mea(i(g which are almost the same for all individuals and in such cases chances of misinterpretation and misunderstanding gets nullified% 3lease once again refer to the above situation of 0ohn and !eddy and slightly modify the situation% When 0ohn wanted a cloc/, !eddy brought two cloc/s for him as he was two concerned for 0ohn and didn(t want him to get late% In this case 0ohn actually wanted a single cloc/ but !eddy brought his emotional quotient and personal affection in between% Such meanings are called 0o((otati'e mea(i(g which are affected by emotional factors% A message can also get distorted due to wrong body movements, gestures, facial e;pressions and many other factors% !o conclude according to this model of communication when a sender passes on the information to the receiver, the receiver must interpret it in the desired form the sender wants and give him the feedbac/ or respond accordingly% Any communication where the sender does not get the feedbac/, the communication is not complete and thus ineffective%

!he -ewcomb(s model wor/s in a triangular format or A1:1E system A . Sender

: . 5eceiver E . +atter of oncern !he relationship between A and : is li/e student and teacher, government and public or newspaper and readers% Sender and 5eceiver may wor/ in a same flow but the same time some factor li/e )E* may affect their flow of relationship% )E* it may be third persons, issue, topic or policy% For "#am$le# !eachers introduce a new policy to increase the college timing from ? hours to F hours% A . !eachers : . Students E . 3olicy or issue If both students and teachers are satisfied with this policy then the communication maintains its equilibrium status between them% 4therwise the flow of communication between )A* and ):* becomes trouble in the social system% If )A* or ):* is not ready to accept the policy then it will directly affect the social system and can(t maintain the equilibrium status% So !eachers*A* can convince students ):* as much as possible% 4therwise they have to ma/e some ad8ustments in the 3olicy )E* and convince them towards the policy% !heodore -ewcomb 6$B>'7 see communication from the social psychology view% !his model also /nown as &67 model% !his model draw that someone 6&7 sending information to the other one 667 about something 677% !hat model assume that AGs orientation to : and to E is depend to each other% And three of them is a system which content four orientation% $% A to E orientation &% A to : orientation '% : to E orientation =% : to A orientation In this model, communication is a normal and effective way which ma/e people can orient their self to their environment% ItGs a intentional communication act model of & people Westley and +acLean(s +odel of ommunication in ommunication +odels 1(troductio(# In $B>H Westley and +acLean(s model of communication is proposed by :ruce Westley 6$B$>1$BB27 and +alcolm S% +acLean 0r 6$B$'1&22$7% :eing one of the creators of 8ournalism studies, Westley served as a teacher at the @niversity of Wisconsin, +adison, between $B=? and $B?F% +alcolm was director of @niversity of 0ournalism School 6$B?H1H=7 and co founder of the @niversity ollege at @niversity of +innesota% !his model can be seen two conte;ts, interpersonal and mass communication% And the point of difference between interpersonal and mass communication is the feedbac/% In interpersonal, the feedbac/ is direct and fast% In the mass, the feedbac/ is indirect and slow%

3odel% Westely and +aclean realiCed that communication does not begin when one person starts to tal/, but rather when a person responds selectively to hisIher physical surroundings% !his model considers a strong relation between responds from surroundings and the process of communication% ommunication begins only when a person receives message from surroundings% ,ach receiver responds to the message they received based on their ob8ect of orientation%

E$, E&, E' and E=J%Kare news articles or information, 9eedbac/ 6f7, lients 6A7, 5eader or Audience 6:7 and Date Leeper 6c7 "#am$le# A Daily -ews 3apers will receive many 3ress releases from +any 3ublic 5elations Agencies on behalf of their clients% In this case, -ews paper will publish the selected 3ress release due to the space constraints% !hen, 5eaders can directly respond to the client or they can respond to the -ews daily which published in the -ewspaper% If 5eaders responded to daily -ews paper, it will communicate the feedbac/ to concern 35 Agency% E$, E& and E'Kare 3ress 5elease, 9eedbac/ 6f7, lients 6A7, 5eader 6:7 and Daily -ews 3aper 6Date Leeper7 6c7 $% &% '% 9eedbac/ Loop between 5eader 6:7 and -ews 3aper 6 7 . f: 9eedbac/ Loop between -ews 3aper6 7 and lient 6A71 f A 9eedbac/ loop between 5eader 6:7 and lient 6A71 f:A%

3erits a(d Demerits#

This model accounts for *eedbac+. %t can account for different modes of communication' i.e.' for both interpersonal communication and -ass communication. %t is a predictive model of communication and very descriptive also. %t also account for non binary interactions' this means that it will remain good even for communications involving more than two sources. .estley and -aclean communication model is Two !imensional. %t cannot account for multi dimensions/ this means this model will not be applicable for typical communication events that involve broader conte0t and wide range of communication messages.