Introduction to Mass

Communication

Lecture 05
Mr. Shaukat Ali
 Elements of Communication

 Sender
 Message
 Channel
 Receiver
 Feedback
1947 – Shannon- Weaver
Model of Communication
1949 – Shannon-Weaver
Model of Communication

Feedback
 Why a model is essential?
 A good model is useful in providing both
general perspective and particular vantage
points from which to ask questions and to
interpret the raw stuff of observation.
 Models clarify the structure of complex
events.
 Models help and provide new ways to
conceive of hypothetical ideas.
 Limitations of a Model:

 Can lead to over simplifications.

 Can lead to a confusion of the model
between the behaviours it portrays.
 Premature Closure.
Schramm-Osgood’s Interactive
Model, 1954

Field of Experience Field of Experience

Encoder Signal Decoder

Source Destination
Schramm-Osgood’s Interactive
Model, 1954
Field of Experience Field of Experience

Sender Encoder Signal Decoder Receiver

Noise
 Limitations of Schramm-Osgood
Model
 Schramm-Osgood model addresses only
bilateral form of communication. The
complex, multiple levels of communication
between several sources are beyond this
model.
Difference between Shannon-Weaver
& Schramm-Osgood Models of
Communication

 Shannon-Weaver’s model is about

mechanical communication.

 Schramm-Osgood’s model addresses

human communication.
 Mass Communication
Terminologies

 Art Theatre – a place where an artistic

work is shown to the public.

 Beat – a specific area assigned to a

person (reporter) to report/ cover, events/
incidents happening in that specific area.
E.g. crime, sports, commerce, politics, etc.
Berlo's S-M-C-R Model (1960)

 David Berlo's SMCR Model (1960)

proposes that there are five elements
within both the source/encoder and the
receiver/decoder which will affect fidelity.
Berlo's S-M-C-R Model (1960)
 Two are encoding skills:
- speaking
- writing

 Two are decoding skills:

- listening
- reading
Berlo's S-M-C-R Model (1960)
 The fifth is crucial to both encoding
and decoding:
- thought or reasoning
Berlo's S-M-C-R Model (1960)

 Knowledge level
 Socio Cultural systems
 Attitudes
 Message (code, content, treatment)
 Channel (five senses)