COMMUNICATION

MODELS
Classical Model of Communication

• It was developed by
Aristotle, one of the
three pioneering Greek
Philosophers.
• Aristotle’s speaker-centered model
received perhaps its fullest
development in the hands of Roman
educator Quintilian (ca. 35-95 A.D.),
whose Institutio Oratoria was filled
with advice on the full training of a
“good” speaker-statesman.
 Aristotle’s model of proof

a. Logos, inheres in the content or the

message itself
b. Pathos, inheres in the audience
c. Ethos, inheres in the speaker
LINEAR
MODELS
 “Shannon-Weaver model of
communication”.
•In 1948, Shannon was an
American mathematician,
Electronic engineer and
Weaver was an American
scientist both of them join
together to write an article
in “Bell System Technical
Journal” called “A
Mathematical Theory of
Communication” and also
called as “Shannon-Weaver
model of communication”.
• 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
it’s widely applied in the field of
Communication.
 Elements
• Sender : The originator of message or the information
source selects desire message
• Encoder : The transmitter which converts the message into
signals
• Decoder : The reception place of the signal which converts
signals into message. A reverse process of encode
• Receiver : The destination of the message from sender
• Noise: The messages are transferred from encoder to
decoder through channel. During this process the messages
may distracted or affected by physical noise like 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
 Practical Example of Shannon-
Weaver model of communication :

Sender : Thomson
Encoder : Telephone (Thomson)
Channel : Cable
Noise : Distraction in voice
Reception : Telephone (Assistant)
Receiver : Assistant.
 Criticism of Shannon-Weaver model
of communication :
1. One of the simplest model and its general
applied in various communication theories
2. The model which attracts both academics of
Human communication and Information theorist
to leads their further research in communication
3. It’s more effective in person-to-person
communication than group or mass audience
4. The model based on “Sender and Receiver”.
Here sender plays the primary role and receiver
plays the secondary role (receive the information
or passive)
5. Communication is not a one way process. If it’s
behaved like that, it will lose its strength. For
example: Audience or receiver who listening a
radio, reading the books or watching television is a
one way communication because absence of
feedback
6. Understanding Noise will helps to solve the
various problems in communication
• The berlo’s model follows the smcr model this
model is not specific to any particular
communication.
 Elements
• Source: The source is were the message originates.
• Communication skills – It is the individual’s skill to
communicate (ability to read, write, speak, listen
etc…)
• Attitudes – The attitude towards the audience,
subject and towards one self for e.g. for the student
the attitude is to learn more and for teachers wants
to help teach.
• Knowledge– The knowledge about the subject one is
going to communicate for e.g. whatever the teacher
communicates in the class about the subject so
having knowledge in what you are communicating
• Social system – The Social system includes the
various aspects in society like values, beliefs,
culture, religion and general understanding of
society. It is were the communication takes place
Note: We can communicate only to the
extent that the social system allows,
when we communicate take social
system into account.
• Culture: Culture of the particular society also
comes under social system.
• Encoder: The sender of the message (message
originates) is referred as encoder, so
the source is encoding the message here.
• Message
• Content – The beginning to the end of a
message comprises its content for e.g. From
beginning to end whatever the class teacher
speaks in the class is the content of the
message
• Elements – It includes various things like
language, gestures, body language etc, so these
are all the elements of the particular message.
Content is accompanied by some elements.
• Treatment – It refers to the packing of the
message. The way in which the message is
conveyed or the way in which the message is
passed on or deliver it.
 Note: When it is too much treatment
also the communication will not
happen properly
• Structure– The structure of the message how it is
arranged, the way you structure the message into
various parts.
 Note: Message is the same but if the
structure is not properly arranged then
the message will not get to the receiver.
• Code– The code of the message means how it is
sent in what form it could be e.g. language, body
language, gestures, music and even culture is a
code. Through this you get/give the message or
through which the communication takes place or
being reached.
 Note: Only when the code is proper, the
message will be clear, improper use may
lead to misinterpretation
Channel– It is nothing but the five senses
through this only we do. The following are the
five senses which we use
• Hearing
• Seeing
• Touching
• Smelling
• Tasting
This model believes that for an effective
communication to take place the source and the
receiver needs to be in the same level, only if
the source and receiver are on the same level
communication will happen or take place
properly. So source and receiver should be
similar
 Criticism of Berlo’s SMCR model of
Communication:
• No feedback / don’t know about the effect
• Does not mention barriers to communication
• No room for noise
• Complex model
• It is a linear model of communication
• Needs people to be on same level for communication
to occur but not true in real life
• Main drawback of the model is that the model omits
the usage of sixth sense as a channel which is
actually a gift to the human beings (thinking,
understanding, analyzing etc).
SCHRAMM’S INTERACTIVE MODEL
• Wilbur Schramm (1954) was one of the first to
alter the mathematical model of Shannon and
Weaver.
• It is a Circular Model, so that communication is
something circular in nature.
• This model breaks 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 people; each
person acts as both sender and receiver and
hence use interpretation. It is simultaneously
take place e.g. encoding, interpret and decoding.
• Encoder – Who does encoding or Sends the
message (message originates)
• Decoder – Who receives the message
• Interpreter – Person trying to understand
(analyses, perceive) or interpret
• Note: From the message starting to ending, there
is an interpretation goes on. Based on this
interpretation only the message is received.
 Advantage of Schramm model of
communication
• Dynamic model- Shows how a situation can
change
• It 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
• Feedback – central feature.
 Disadvantage of Schramm Model of
Communication
• This model does not talk about semantic noise
and it assume the moment of encoding and
decoding.
NON-LINEAR
MODELS
 Helical Model of Communication
• In 1967, Frank Dance proposed the
communication model called Dance’s Helix
Model for a better communication process.

• The name helical comes from “Helix” which

means an object having a three-dimensional
shape like that of a wire wound uniformly
around a cylinder or cone. He shows
communication as a dynamic and non-linear
process
• As like helix, the communication process starts
very slowly and defined small circle.
Communicators share information only with
small portion of themselves to their relationships.
Its gradually develops into next level but which
will take some time to reach and expanding its
boundaries to the next level. Later the
communicators commit more and share more
portions themselves.

• The process is evolutionary.

• It is dependent on its past.
 Conclusion
• Frank Dance included the concept of time in
his theory.

• According to this theory a communication

process is the product of what we learnt.
 Westley and MacLean’s Model of
Communication
In 1957 Westley and MacLean’s model of
communication is proposed by Bruce Westley
(1915-1990) and Malcolm S. MacLean Jr (1913-
2001). Being one of the creators of journalism
studies, Westley served as a teacher at the
University of Wisconsin, Madison, between 1946
and 1968. Malcolm was director of University of
Journalism School (1967-74) and co founder of the
University College at University of Minnesota.
• 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.
• 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.
• It is 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.
 Merits and Demerits:

• This model accounts for Feedback.

• It can account for different modes of

communication, i.e., for both interpersonal
communication and Mass communication.

• It is a predictive model of communication and

very descriptive also.
• It also account for non binary interactions, this
means that it will remain good even for
communications involving more than two
sources.
• Westley and Maclean communication model is
Two Dimensional.
• It 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.
Lasswell’s model
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 Channel
• To Whom
• With what effect?
 According to Lasswell there are three
functions for communication:

1. Surveillance of the environment

2. Correlation of components of society
3. Cultural transmission between generation
• It suggests the message flow in a multicultural
society with multiple audiences. The flow of
message is through various channels.

• communication = “Control Analysis”,

• says = “Content Analysis”,
• channel = “Media Analysis”,
• To Whom = “Audience Analysis”
• With What Effect = “Effect Analysis”
 Advantage of Lasswell Model:

• It is Easy and Simple

• It suits for almost all types of communication
• The concept of effect
 Disadvantage of Lasswell Model

• Feedback not mentioned

• Noise not mentioned
• Linear Model
 The Johari Window Model

History
The ‘Johari’ window model is a convenient method
used to achieve this task of understanding and
enhancing communication between the members in a
group. American psychologists Joseph Luft and Harry
Ingham developed this model in 1955. The idea was
derived as the upshot of the group dynamics in
University of California and was later improved by
Joseph Luft. The name ‘Johari’ came from joining their
first two names. This model is also denoted as
feedback/disclosure model of self-awareness.
1. Open/self-area or arena – Here the
information about the person his attitudes,
behaviour, emotions, feelings, skills and views
will be known by the person as well as by
others.

•‘Feedback solicitation’ is a process which

occurs by understanding and listening to the
feedback from another person.
2. Blind self or blind spot – Information about
yourselves that others know in a group but you
will be unaware of it. Others may interpret
yourselves differently than you expect. The blind
spot is reduced for an efficient communication
through seeking feedback from others.
3. Hidden area or façade – Information that is
known to you but will be kept unknown from
others. This can be any personal information
which you feel reluctant to reveal. This includes
feelings, past experiences, fears, secrets etc. we
keep some of our feelings and information as
private as it affects the relationships and thus
the hidden area must be reduced by moving the
information to the open areas.
4. Unknown area – The Information which are
unaware to yourselves as well as others. This
includes the information, feelings, capabilities,
talents etc. This can be due to traumatic past
experiences or events which can be unknown
for a lifetime. The person will be unaware till he
discovers his hidden qualities and capabilities or
through observation of others. Open
communication is also an effective way to
decrease the unknown area and thus to
communicate effectively.