Questions and Answers
What did the historian criticize about Chomsky and Herman’s book Manufacturing Consent?
The model does not adequately explain how a powerful propaganda system would let military aid to the rebels be blocked.
Which of the following sources were referenced in the content?
The content states that the historian fully supports the arguments presented in Manufacturing Consent.
False
What is an example of a receiver in communication?
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What is the last step in the Shannon-Weaver model of communication?
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Feedback was originally proposed in the Shannon-Weaver model.
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During which situation is feedback likely to occur?
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What happens in a telephone conversation when noise occurs?
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What component in the Shannon-Weaver model turns the sender's voice into binary data?
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What type of problems does the Shannon-Weaver model explain?
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Why is Schramm’s model of communication important?
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In the Osgood-Schramm model, the same person can act as both sender and receiver.
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What is a limitation of the Osgood-Schramm model?
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What does Becker's Mosaic Model of Communication focus on?
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What are communication models?
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Which of the following is not a type of communication model?
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The Linear Model of Communication includes feedback.
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What are the five primary elements of Aristotle's Model of Communication?
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What type of communication does Aristotle's Model mainly focus on?
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What are the three critical elements that Aristotle identified for a good communicator?
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Aristotle's concept of __________ relates to credibility.
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__________ refers to emotional connections in communication.
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__________ is associated with logic and reasoning in communication.
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Berlo's SMCR Model includes feedback.
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What does Shannon and Weaver's Model of Communication aim to explain?
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What are the key concepts in the Shannon and Weaver Model?
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What type of noise can happen at the encoding stage?
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What are the advantages of Becker's Mosaic Model of Communication?
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What are the disadvantages of Becker's Mosaic Model of Communication?
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Who suggested Westley and MacLean’s Model of Communication?
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Westley and MacLean’s model explains the difference between interpersonal and mass communication as ______.
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What does the Westley and MacLean’s model include as a major component?
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What are opinion leaders in Westley and MacLean’s Model of Communication?
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What is the primary focus of De Fleur Model of Communication?
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In De Fleur's model, the __________ is responsible for operating the signal.
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What are the five filters in the Propaganda Model of Communication?
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The filters in the Propaganda Model ensure that news is presented in its original form.
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Who are the founders of the Propaganda Model of Communication?
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According to Chomsky and Herman, advertising is the primary source of __________ for the mass media.
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Study Notes
Overview of Communication Models
- Systematic representations that simplify the communication process.
- Facilitate understanding and evaluation of communication effectiveness.
- Considerations include methods, channels, and purposes of communication.
- Can contribute to traditional thinking and may omit complex human aspects.
Types of Communication Models
- Three general categories encompass most communication models.
Linear Model of Communication
- Defined as one-way communication; message moves from sender to receiver without feedback.
Aristotle’s Model of Communication
- Developed by Aristotle (384-322 B.C), a prominent Greek philosopher.
- First recognized communication model focused on speaker and speech, proposed before 300 B.C.
- Comprises five main components:
- Speaker
- Speech
- Occasion
- Audience
- Effect
- Emphasizes a one-way communication approach where the speaker actively influences a passive audience.
- Communication is organized for the specific audience and context.
- Key to public speaking and effective persuasion.
Critical Elements of a Good Communicator (Aristotle)
- Ethos: Credibility of the speaker. Trust is crucial for effective persuasion.
- Pathos: Emotional connection with the audience enhances engagement and persuasion.
- Logos: Logical structure and factual basis of the message are essential for audience comprehension.
Criticisms of Aristotle’s Model
- Lacks a feedback mechanism, resulting in a linear flow.
- Omits considerations of communication barriers like noise.
- Primarily applicable to public speaking contexts.
David Berlo’s SMCR Model of Communication
- Established in 1960, based on Shannon-Weaver's model.
- Highlights four components: Sender, Message, Channel, Receiver (SMCR).
- Focuses on the importance of encoding and decoding messages.
Components of Berlo’s Model
-
Sender: Originator of the message, affected by:
- Communication skills
- Attitude
- Knowledge
- Social systems
- Culture
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Message: Content conveyed, with influencing factors:
- Content and elements (non-verbal cues)
- Treatment and structure
- Code (medium used)
- Channel: Medium through which the message is transmitted (e.g., verbal, written, electronic).
- Receiver: Individual receiving the message, influenced by factors similar to the sender.
Criticisms of Berlo’s SMCR Model
- No feedback mechanism included.
- Ignores potential noise and barriers in communication.
- Lacks interactivity; remains a linear model.
Shannon and Weaver Model of Communication
- Mathematical theory known as the "mother of all models" due to its foundational role in communication theory.
- Focuses on the process and potential distortions during message transmission.
Steps in Shannon and Weaver Model
- Sender: Source of the information.
- Encoder: Converts messages into a format suitable for transmission (e.g., through technology).
- Channel: Infrastructure facilitating message transfer (e.g., telephone, internet).
-
Noise: Interference affecting message clarity, with two types:
- Internal (encoding/decoding mistakes)
- External (outside disturbances)
- Decoder: Translates received signals back into understandable format.
- Receiver: Final recipient of the message; must comprehend the message accurately.
- Feedback: Response from the receiver, included to address the linearity of communication.
Examples of the Shannon Weaver Model
- Utilized in technical communication scenarios, such as telephone conversations, highlighting interaction among sender, encoder, channel, and receiver while addressing potential interference.### Noise and Communication Processes
- Noise can occur in communication through mumbling, interrupted telephone wires, or faulty encoders/decoders.
- The decoder converts binary data back into sounds for the receiver, allowing the message to be interpreted.
- Feedback in communication allows the receiver to respond, confirming understanding or seeking clarification.
Communication Models Overview
- The Shannon and Weaver model is a linear communication model known for highlighting barriers, including technical, semantic, and effectiveness problems.
- It simplifies communication into key parts, making it applicable to various situations.
- A major limitation is its insufficient focus on feedback and power dynamics in communication.
Transactional Model of Communication
- The transactional model emphasizes that both senders and receivers play equal roles in communication.
- Non-verbal feedback is crucial in this model, highlighting the relational context and cultural backgrounds.
Wilber Schramm’s Model of Communication
- Schramm's model stresses that encoding and decoding are essential for effective communication.
- Emphasizes the responsibility of the receiver to provide feedback and clarify misunderstandings.
- Recognizes the influence of individual knowledge, experience, and cultural backgrounds on message interpretation.
Osgood-Schramm Model of Communication
- Presents a circular model where senders and receivers continually interpret messages.
- Introduces the concept of semantic noise, which causes deviations in message meaning.
- Highlights the dynamism of communication, showing that interpreters are actively engaged throughout the process.
Interactive or Convergence Model of Communication
- Similar to transactional models, focusing on two-way communication in new media contexts.
- Encourages audience interaction with mass communication, allowing for idea exchange and feedback.
Becker’s Mosaic Model of Communication
- Becker's model captures the complexity and dynamic nature of human communication.
- Emphasizes the importance of context, revealing that messages are composed of various information bits that form a comprehensive understanding.
- Identifies communication as a web linked to individual experiences and cultural contexts.
Westley and MacLean’s Model of Communication
- Differentiates between interpersonal and mass communication, highlighting direct feedback in personal interactions and indirect feedback in mass contexts.
- Communication initiates from environmental stimuli, emphasizing the role of sensory experience in message creation.
- Outlines components such as source, receiver, feedback, and the influence of gatekeepers and opinion leaders in shaping messages.
Advantages and Disadvantages of Communication Models
-
Shannon and Weaver Model
- Advantages: Clear identification of communication barriers and structured approach.
- Disadvantages: Lack of depth in feedback mechanisms and social dynamics.
-
Schramm’s Model
- Focuses on the two-way nature of communication as essential for completeness.
-
Osgood-Schramm Model
- Advantage: Circularity captures the fluid nature of communication.
- Disadvantage: Limited discussion on semantic noise.
-
Becker’s Mosaic Model
- Advantages: Acknowledges complexity and individual differences in interpreting messages.
- Disadvantages: Not sufficiently addressing environmental and social factors.
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Westley and MacLean’s Model
- Highlights feedback mechanisms and the importance of contextual understanding in communication processes.### Gatekeeping in Communication
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Gatekeepers like editors and proofreaders filter messages for publication based on their potential audience impact.
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Factors influencing gatekeeping include individual biases, organizational policies, and societal norms.
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Levels of gatekeeping:
- Individual: Influenced by one's gender, culture, and personal preferences.
- Routine Practice: Established guidelines for executing specific tasks.
- Communication Organizations: Administrative rules governing publication practices.
- Social Institutions: Broader frameworks that shape message creation.
- Societies: Prevailing values and belief systems that influence content.
Westley and MacLean's Model of Communication
- Illustrates a communication scenario where sender A experiences a delay due to environmental factors and informs others through a coded message sent to gatekeeper C.
- Demonstrates feedback loops:
- Audience B to Editor C (fBC)
- Editor C to Writer A (fCA)
- Audience B to Writers A (fBA)
- Emphasizes the significance of feedback in improving message effectiveness.
- Suitable for analyzing interpersonal, group, and mass communication dynamics.
Advantages and Disadvantages of Westley and MacLean's Model
- Advantages:
- Effectively incorporates feedback mechanisms into communication processes.
- Acknowledges the influence of socio-cultural factors on message interpretation.
- Offers a comprehensive representation of communication dynamics.
- Disadvantages:
- The model's complexity due to numerous variables can hinder its practical application.
- Lacks clarity on multi-layered and complicated message exchanges.
- Noise in communication can alter the intended message.
De Fleur Model of Communication
- Features a circular two-way communication process, where the receiver provides feedback, becoming a sender, while the original sender receives feedback.
- Emphasizes the importance of a mass media device in facilitating communication.
- Originates from a source, moves through a transmitter, then to a channel, and finally to the receiver, who sends feedback.
- Allows for potential interference (noise) at any communication stage.
De Fleur Model Example
- An advertising campaign illustrates the model: feedback from target audiences helps a brand assess the success of its campaign, exemplified by H&M's controversial advertisement leading to a swift reaction to negative feedback.
Propaganda Model of Communication
- Developed by Noam Chomsky and Edward Herman to analyze media biases and the role of propaganda in shaping public perception.
- Introduced in 1988 through "Manufacturing Consent," citing influences from earlier scholars like Harold Lasswell.
- The model posits that mass media is driven by economic interests rather than purely informational purposes, filtering news through five key mechanisms:
- Size and ownership of media organizations.
- Dependency on advertising for funding.
- Reliance on convenient information sources.
- Response to audience criticism (flak).
- Political agendas, notably anti-communism sentiments.
Filters in the Propaganda Model
- Size, Ownership, and Profit: Media aligned with corporate interests often omits unfavorable news.
- Funding: Advertisers exert pressure to align content with their own interests.
- Source: Media frequently depend on pre-packaged news and lack independent fact-checking.
- Flak: Negative audience response can result in self-censorship among media outlets.
- Anti-communism: Used as a control tool to foster a common enemy narrative against dissenting opinions.
Updates and Criticism of the Propaganda Model
- 2002 update included considerations of mass media centralization, globalization effects, and media deregulation.
- Criticisms highlight that media diversity exists, countering the portrayal of a monolithic bias, and question the model’s failure to explain certain political outcomes effectively.
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Description
This quiz explores various models of communication, illustrating how they simplify the complex process of communication. Participants will learn about the strengths and weaknesses of different models, as well as their impact on traditional thinking and stereotyping. Test your knowledge on key concepts and components involved in communication models.
