Communication Models PDF

Linear Model of Communication A characterization of communication as a one-way process that transmit a message from a sender to a receiver. (West, 2009) Linear Models: Berlo’s S-M-C-R Model  David K. Berlo  Ph.D. in Communications, University of Illi...

Linear Model of Communication A characterization of communication as a one-way process that transmit a message from a sender to a receiver. (West, 2009) Linear Models: Berlo’s S-M-C-R Model  David K. Berlo  Ph.D. in Communications, University of Illinois, Charles Osgood was his faculty advisor  A “disciple” of Wilbur Schramm  Previously served as Director of Department of Communications, Michigan State University  Joined Illinois State as President of the university (1970-1973)  Linear Models: Berlo’s S-M-C-R Model SOURCE MESSAGE CHANNEL RECEIVER Comm. Skills Comm. Skills Content Hearing Attitudes Attitudes Elements Seeing Knowledge Encodes Decodes Knowledge Treatment Touching Social Social System Structure Smelling System Culture Code Tasting Culture  A source encodes a message for a channel to a receiver who decodes the message Feedback and the Interactional Model: Osgood-Schramm’s Model "In fact, it is misleading to think of the communication process as starting somewhere and ending somewhere. It is really endless. We are little switchboard centers handling and rerouting the great endless current of information.... " (Schramm W.1954) quoted in McQuail&Windahl (1981) Interactional Model: Osgood-Schramm’s Model  Wilbur Schramm emphasized the importance of the study of communication as a discipline of study. He founded the Institute of Communications Research at the University of Illinois in 1947.  In 1954, with fellow theorist Charles E. Osgood, he created a circular model of communication that focused not only on the components of communication, but also on the behaviors of senders and receivers. Interactional Model: Osgood-Schramm’s Model Message Encoder Decoder Interpreter Interpreter Decoder Encoder Message Interactional Model: Osgood-Schramm’s Model  Wilbur Schramm (1954) developed a graphic way to represent the reciprocal nature of communication. (Baran, 2010)  This model shows that communication goes in two directions: sender to receiver and from receiver to sender.  This circular process suggests that communication is ongoing rather than linear.  The interactional approach is characterized primarily by feedback, which can be defined as responses to people, their messages or both. Shared Meaning and the Transactional Model(West, 2009) A characterization of communication as the reciprocal sending and receiving of messages. In a transactional encounter, the sender and receiver do not simply send meaning from one to the other and then back again; rather, they build shared meaning through simultaneous sending and receiving. Transactional Model (West, 2009) NOISE (Receiver/ Sender) Message (Receiver/ Sender) Field of Experience Field of Experience Shared field of experience Shared Meaning and the Transactional Model (West, 2009)  Giving and receiving of messages is simultaneous and mutual  Transactional indicates that the communication process is cooperative  The transactional process requires ongoing negotiation of meaning  It is characterized by a common “field of experience”  Refers to the influence of a person’s culture, past experiences, personal history and heredity on the communication process  When two people’s fields of experience overlap, they can communicate effectively.  In Summary Early models showed that communication is linear and that senders and receivers have separate roles and functions. The interactional approach expanded that thinking and considered communication as a + circular process where feedback is involved between communicators. The transactional approach refined our understanding by stressing the importance of the communicator’s field of experience, by showing the simultaneous sending and receiving of messages and by focusing on the mutual involvement of the communicators to create meaning. Model of Mass Communication  Wilbur Schramm (1954) mass audience Organization Many receivers, each decoding, interpreting, Encoder encoding Interpreter Each connected with a Many group in which the Decoder identical message is reinterpreted and often acted upon messages Delayed inferential feedback Input from news sources, art sources, etc. Resources  Wood, Julia T., Communication Mosaics An Introduction to the Field of Communication. 3rdEdition. Belmont, CA: Wadsworth/ Thomson Learning, 2004.  West, Richard; Turner, Lynn H., Understanding Interpersonal Communication. International 2nd Edition. Boston, MA: Wadsworth Cengage Learning, 2009.  Tubbs, Stewart; Moss, Sylvia, Human Communication Principles and Contexts. 11th Edition. NY: McGraw-Hill, 2008.  Morreale, Sherwyn P.; Spitzberg, Brian H., Human Communication Motivation, Knowledge, & Skills.Belmont, CA: Wadsworth/ Thomson Learning, 2001.  Manalo, Paterna E. and Fermin, Virginia E., Fundamental Speech Communication for Filipinos. Mandaluyong City: National Bookstore, 2006.