COMM 1100 - Intro and Communication Models1-1.pdf

COMMUNICATION The Process Department of Communication and Development Studies Central Luzon State University Science City of Muñoz, Nueva Ecija  VISION OF THE UNIVERSITY Central Luzon State University (CLSU) as a world- class National Researchz0000...

COMMUNICATION The Process Department of Communication and Development Studies Central Luzon State University Science City of Muñoz, Nueva Ecija  VISION OF THE UNIVERSITY Central Luzon State University (CLSU) as a world- class National Researchz0000 University for science and technology in agriculture and allied fields.  MISSION OF THE UNIVERSITY CLSU shall develop globally competitive, work-ready, socially-responsible and empowered z0000 human resources who value life-long learning; and to generate, disseminate, and apply knowledge and technologies for poverty alleviation, environmental protection, and sustainable development. NAME SECTION COMM 1100 ACTIVITY 2: VM1 z0000 COMMUNICATION The Process Department of Communication and Development Studies Central Luzon State University Science City of Muñoz, Nueva Ecija At the end of this presentation, you should be able to: 1. Define communication; 2. Explain the elements of communication; z0000 3. Enumerate the different levels of communication; and 4. Compare and contrast the models of communication.  CONTENTS Definition Elements Environment Levels Effective & Process & Models Communication  PART 1 DEFINING COMMUNICATION  COMMUNICATION “communis” ✔ Latin word which means “common” ; to come together, to commune, share something in common “sharing” “sending” or “receiving” ✔ connotes something that ✔ Connotes something one two or more people do person does or give to together. someone else Black and Bryant (1922) define communication as: ✔ the process by which individuals share meaning. ✔ the process by which an individual (the communicator) transmits stimuli (usually verbal symbols) to modify the z0000 behavior of other individuals (communicatee). ✔ occurring whenever the information is passed from one place to another. Not simply the verbal, explicit, and intentional transmission of message; it includes all those processes by which people influence one another. Communication is… ✔ transmission of information, ideas, attitudes or emotion from one person or group to another (or others) primarily through symbols (Theodorson and Theodorson, 1969). ✔ may be defined as “social z0000 interaction through messages” (Gerbner, 1967) ✔ a process by which a source sends a message to a receiver by means of some channel to produce a response from the receiver, in accordance with the intention of the source (SRA, Sourcebook, 1996)  单击摄图网 According to Kincaid and Schramm: Not all communication has to be Not all communication takes place human communication. in words. z0000 Communication can take place over Communication does not always large distances of space and time. require two or more participants. Not all participants in a communication Thinking is a form of process have to be present at the same communication time.  13 单击摄图网 Communication as a process and its four attributes: SYSTEMATIC A Consist of group of DYNAMIC elements which interact to On-going; ever-changing, influence each other and with no clear beginnings the system as a whole. and endings. SYMBOLIC B MEANING IS PERSONALLY INTERACTION C Language is a form of symbol. CONSTRUCTED “The medium shapes the Meanings are in people, message.” not in words. D  PART 2 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961)  ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) SOURCE MESSAGE CHANNEL RECEIVER EFFECT FEEDBACK  单击摄图网 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) Source refers to a person 不足or a group of persons “with a purpose, a 之二 reason for engaging in communication” (Berlo, 1961). The source 不足 initiates the communication process. 之三 Also referred to as the encoder, sender, information source or communicator.  单击摄图网 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) Receiver refers to the person 不足or group of persons at the other end of 之二 the communication process the target 不足of the communication (Berlo, 1961) 之三 listens when the source talks; the receiver the receiver reads what the source writes.  单击摄图网 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) Message A source must have 不足something to transmit. 之二 His or her purpose is expressed in the form of a message. The message 不足 may be an idea, purpose or intention that has 之三 been translated into a code or a systematic set of symbols (Berlo, 1961).  单击摄图网 A message has three factors: 1. Message code – any group of symbols that can be structured in a way that is meaningful to some person. Thus, language (sounds, letter and SOURCE words) is a code because it contains elements that are arranged in meaningful orders. 不足 2. Message content 之二 – is the material in the message selected by the source to express his/her purpose. Ex: research report (included writers 不足information presented, conclusions drawn. assertion’s, 3. Message 之三treatment – decisions that the communication source makes in selecting and arranging both code and content. Ex: A journalist writes an article (what information to include, the angle of the story, the words he will use.)  单击摄图网 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) SOURCE Channel modes of encoding 不足 and decoding the messages (e.g. speaking) 之二 message 不足vehicles (sound waves) vehicle之三 carriers (air)  单击摄图网 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) Channel SOURCE determined by: availability, money, source preferences, 不足 which channels are 之二 received by most people at the lower cost, which channels have the most impact; which channels 不足 are adaptable 之三 to the purpose of the source; which channels are most adaptable to the content of the message.  单击摄图网 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) Effect SOURCE The outcome of a communication or the response of the 不足 receiver to the message 之二 of the source. Sometimes it adheres to the desired outcome of the source, 不足 sometimes 之三 the effect is not the desired outcome.  单击摄图网 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) Effect SOURCE 1. Overt Effect – obvious or visible; responses include non- verbal cues (nodding of head, signing of a contract). 2. Covert Effect – non-observable but sometimes they are 不足important. the most 之三 * Communication can result in motivation or persuasion. It may lead to awareness, interest, decision, or action.  单击摄图网 ELEMENTS OF THE PROCESS Berlo’s Model of Communication (1961) Feedback SOURCE When an individual communicates with himself, the messages he encodes are fed back into his system by his decoder (Berlo, 1960). 不足 A communication response is feedback to both source and 之三 receiver. Feedback could take form of non-verbal or verbal cues.  PEOPLE CANNOT NOT COMMUNICATE  PART 3 LEVELS OF COMMUNICATION 单击摄图网 LEVELS OF COMMUNICATION INTRAPERSONAL INTERPERSONAL MASS COMMUNICATION COMMUNICATION COMMUNICATION  单击摄图网 LEVELS OF COMMUNICATION 1. Intrapersonal Communication ✔ communication with oneself. 2. Interpersonal Communication ✔ often defined as face-to-face communication ✔ person-to-person communication – communication between one person, a group, or a room full of people at one time but still on a person-to person basis. 3. Mass Communication ✔ A communication that employs technological devices (radio, television, films) to disseminate symbolic content to large, heterogeneous, and widely dispersed audiences (Janowitz, 1968 and McQuail, 1981). ✔ Communicating with large group of people at one time through the use of social media.  MODELS OF COMMUNICATION 1. Lasswell’s Model Harold D. Lasswell, an American political scientist. S M C R E Who? Says What? In which To With what channel? whom? effect? Limitations: omits the elements of feedback; the model took for granted that the communication is mainly a persuasive process.  MODELS OF COMMUNICATION 2. Shannon and Weavers “Mathematical” Model Claude Shannon and Warren Weaver were engineers working for Bell Telephone Company. Message Received Message Signal Signal Information Transmitter Receiver Destination Noise Source one-way linear model introduced the element of noise – in technical aspect, noise is anything that disrupts the transmission of a signal; in human communication context, noise is anything that disrupts the smooth flow of communication.  MODELS OF COMMUNICATION 3. Newcomb’s Model X Introduces the role of communication in a society or social relationship. Communication maintains equilibrium within a social system If A and B have similar attitudes about X, then the system is in equilibrium. Should their attitudes differ, then there is no A B equilibrium and A and B must communicate to find a way to put their system in balance.  MODELS OF COMMUNICATION 4. Osgood and Schramm’s Model Message Wilbur Schramm and Charles Osgood Compares their model to Shannon Encoder Encoder and Weaver’s (focus on channel) Interpreter Interpreter Schramm and Osgood model Decoder Decoder focuses on the actors in the communication to be equal in performing the tasks of encoding, Message interpreting, and decoding messages.  MODELS OF COMMUNICATION 4. Osgood and Schramm’s Model Message Cyclical representation Encoder Encoder “…it is misleading to think of Interpreter Interpreter communication process as starting Decoder Decoder somewhere and ending somewhere. It is really endless (Schramm, 1954) Message  MODELS OF COMMUNICATION 5. Westley and MacLean’s Model An extension of Newcomb’s model. (ABX) Was created with the mass media in mind. New additional element, C – represents the editorial- communicating function or the process one undergoes in deciding what and how to communicate something. A C B  MODELS OF COMMUNICATION 6. Berlo’s Model David Berlo SMCRE Model In his book Process of Communication (1961), he also discusses the element of feedback. SOURCE MESSAGE CHANNEL RECEIVER EFFECT FEEDBACK  MODELS OF COMMUNICATION 7. Dance’s Helical Model Portrays the communication process as moving. Shows the dynamism of the communication process May be used to illustrate information gaps and the thesis that knowledge tends to create more knowledge.  MODELS OF COMMUNICATION 8. Kincaid’s Convergence Model D. Lawrence Kincaid Shows a process of convergence to which participants share information so that mutual understanding is reached. Once mutual understanding is reached, there is mutual agreement, then collective action can be taken.