Communication Models

• Communication models serve to conceptualize, organize, and understand communication processes.
• Studying this unit will enable explaining models, constructing communication models, relating models to communication processes, developing models, and describing communication through scholars' visualizations.

Introduction

• Communication plays a vital role in life.
• Types of communication include intrapersonal, interpersonal, group, and mass communication.
• Mass media significantly impacts modern society through reach, access, and overall effects.
• Communication models reveal how differently models have been developed and their characteristics.
• The next unit explores media theories.

Models of Communication

• Knowledge of the dynamics underlying communication is essential for effective communication.
• Communication can be analyzed through models.
• A communication model provides a mechanistic perspective, illustrating its function at a glance.

Meaning and Definition

• A model represents an abstracted version of reality as close as possible
• Models clarify communication for better comprehension but are not the actual reality itself.
• Models simplify intricate communication processes of mass communication.
• Models use pictorial representations to show the structure by linking component elements together.
• Arrows demonstrate message transmission from communicator to receiver.
• Models are based on underlying assumptions of how communication functions and its societal impact for both individuals and society.
• A variety of models explain communication components and each part's role within the overall process.
• Key communication models specifically illustrate certain scholars' emphasis on significant elements common in every communication act.
• Mechanistic interpretation views the association between human communication variables and explains flow from one-stage to the next.

Process of Communication

• Communication includes a sender/communicator with a message.
• A message is conveyed through a channel.
• A receiver responds based on their understanding, providing feedback to the sender.
• A simple model shows elements, interdependence, and communication flow.
• Senders need to consider message content, suitable channels, and intended audience.
• This interactive design emphasizes relational interdependence, where physical elements transmit+ receive messages like a conveyer belt.

Developing Communication Models

• Various models to describe communication have been developed by philosophers, psychologists, sociologists, political scientists, and anthropologists across decades.

• Models vary in complexity based on scholars' experiences.

• Though communication occurs, process nature/implications differ among models.

• Each model offers insights into the dynamic process crucial to human life.

• Early models like Aristotle's had limited elements; speaker-speech-audience with a goal to persuade.

• WWII era saw communication as a "magic bullet", transferring info automatically.

• Sender A sends receiver B a message which is always passively accepted.

• 1950s models became elaborate, showing communication as a dynamic, two-way process.

• Key models by Claude Shannon, Weaver, and Harold D Lasswell, use telephone communication questions

• The majority of models are linear, following one direction.

• In Schramm's model, the source formulates the message using signals and symbols.

• B can then read the message.

• Messages influence both A and B.

Some Important Models of Communication

• Shannon, Weaver, and Gerbner models universally apply in most examples.
• Lasswell's model effectively verbalizes communication in a way applicable to mass media.
• Osgood emphasizes the dynamic relationship between the source and receiver.
• Schramm visualizes communication as sharing based on common social contexts.
• Feedback and noise are important in this process.
• Newcomb's is designed for interpersonal communication.
• Westley and MacLean's "gatekeeper" model suits mass media and the news.

Harold D. Lasswell's Model (1948)

• A verbal model with the following questions: Who says what in which channel to whom with what effect?
• Key Variables: Source, message content, channel choice, audience characteristics, and effect evaluation; the effect emphasized the most
• Observed change in the receiver caused by identifiable elements.
• Variations in elements modify the effect.

Claude Shannon and Warren Weaver's Model (1949)

• The engineering-based human communication model focuses on telephone communication.
• Communication starts with info, creation of a message, and transmission via vocal apparatus.
• The channel with noise then influences hearing mechanism's.
• It is recreated as a receiver.
• Noise refers to channel disturbances interfering with transmitted signals.
• Shannon developed Information Theory stating, a source message passes through a channel to some destination.
• For this, it needs a transmitter, converting the messsage into a transmittable signal.
• A complementary receiver must receive it from the channel.
• A noise source is a disruptive force.

Charles E. Osgood's Model (1954)

• The model by C.E. Osgood differs since it does not follow the usual process from source to channel to receiver.
• Communication is a dynamic process that begins with stimuli.
• Osgood emphasizes that each participant sends and receives through interpretations and encoding.
• Communication involves an interactive source-receiver relationship, where one switches roles.
• This is true for interpersonal communication.

Wilbur Schramm's Model (1971)

• Communication expert Wilbur Schramm provides overviews explaining communication elements/processes, which work for self-communication, interpersonal, group or mass audiences.

• Schramm helped formulate working of communication.

• Schramm adapts Shannon & Weaver by introducing encoder/decoder, redundancy feedback/noise.

• Feedback and noise are essential.

• Feedback refers to the response a receiver makes to a source's communication.

• Noise can be a conversation that is both noise and feedback.

• The "Noise" mentioned here can potentially impair messages in human communication.

• The noise concept originating from electronics covers events; physical noise, road noise, faulty transmission, blurry media.

• Messages can deteriorate before reaching receivers.

• One can see/hear yourself and correct anything you need as another form of feedback.

• Schramm understands the complexity involved within context; visualising sharing + reshape experiences in communication.

Theodore M. Newcomb's Model (1953)

• Triangle shaped, explains communication's role in society and social relationships.
• Communication maintains equilibrium within the social system.
• A and B represent communicators and receivers, individuals, management/union, government/people.
• X represents their social environment.
• ABX is a system where internal relations are interdependent.
• Changes to A influence B and X, and changes to A shift relationships with X and B.
• If A and B's attitude towards X is similar, the A-B-X system will be balanced.
• The more important place X has to A and B, the more they share an orientation.
• During wartime, for example, the government and public connect.
• War X influenced everyone, increasing reliance on media for both.
• Because war is crucial and constantly shifting, leaders and people use media to connect.
• This model is essential to democracy, where the people need data for their problems.

Bruce H. Westley's and M.S. MacLean's Model (1957)

• An extension of Newcomb's model and is designed to the mass media, founded messages pass different checkpoints before reaching audiences
• The 'gatekeeper' concept is the term applied to media, in mass media
• The model stresses role gatekeepers do when deciding which messages get transmitted and what the content is.
• A sender (a reporter) gets messages.
• Gatekeeper (C) does communicating function; what to comunicate
• To strike a balance, emphasis may be made with a mind for the desired audience.

George Gerbner's Model (1956)

• Gerbner's model tries to give a general view of communication through messages.
• The model is significant as two advancements: it relates messages to 'reality' to study questions, also, communication has perceptual, receptive, communicating and control dimensions.
• 3 Stages
• Stage 1 includes the horizontal dimension when E relates to external reality by M (human), perceiving events.
• M selects E based on his perception of the circumstance.
• Becaouse perception is complex, the process contains interaction, which makes external incite some thought
• Stage 2 involves vertical dimension, providing purpose to what is seen which converts a story about SE. Message relates to the events. Media assumes significance, as people often see an "elitist" account of the event.
• Stage 3 Includes horizontal, with M2 as the sign, and SE process.
• Receiver interacts with message.
• M2 brings ideas, relating, giving a meaning of message.
• For example, government restricts which media people can access.