บทที่ 2 model comm

PowerPoint Presentation

By : numkwan wongpatumChapter 2Model of communication1.Aristotles Rhetoric Three elements of communication:

the speakerthe speech the audience

(http://www.cultsock.ndirect.co.uk/MUHome/cshtml/introductory/aristotle.html)

2. The New Combs modelThe New Combs model of communication was introduced by Theodore M Newcomb of the University of Michigan in 1953. He gives different approach to the communication process. The main purpose of this theory is to introduce the role of communication in a social relationship (society) and to maintain social equilibrium within the social system. He does not include the message as a separate entity in his diagram, implying it only by use of directional arrows. He concentrates on the social purpose of communication, showing all communication as a means of sustaining relationships between people. Sometimes its called as an ABX model of communication.2. The Newcombs model works in a triangular format or A-B-X systemA SenderB ReceiverX Matter of ConcernThe relationship between A and B is like student and teacher, government and public or newspaper and readers. Sender and Receiver may work in a same flow but the same time some factor like X may affect their flow of relationship. X it may be third persons, issue, topic or policy.

3. Sandra Ball-Rokeach andMelvin Defleurin 1976 Media system dependency theory(MSD)The theory is grounded in classical sociological literature positing that media and their audiences should be studied in the context of larger social systems.MSD ties together the interrelations of broad social systems,mass media, and the individual into a comprehensive explanation of media effects. At its core, the basic dependency hypothesis states that the more a person depends on media to meet needs, the more important media will be in a person's life, and therefore the more effects media will have on a person.3. Sandra Ball-Rokeach andMelvin Defleurin 1976 Media system dependency theory(MSD)

4. Carroll Model

4.Carroll modelThe dramatic increase in time for amusements that young people in the USA enjoy suggests that the use of time in school is more important than ever. Carroll (1963) pointed educational researchers to the importance of classroom time nearly fifty years ago. Carrolls model (see Figure 1) is a quasi-mathematical one in which three of the five classes of variables that explain variance in school achievement are expressed in terms of time. In a 25-year retrospective consideration of his model, Carroll (1989) stated that the model could still be used to solve current problems in education (p. 26). I concur and recommend that educational designers and researchers reconsider his model and its emphasis on time as a critical variable in educational effectiveness (Anderson, 1985). Research and development initiatives that hope to be relevant must take time and its use by teachers and learners very seriously.5.Comstock & Others,1978P TV.P=OP>O- TV.- TV. Ex. ( TV.) () TV. ( TV.) ( TV.) 6.Frank Dances modelSpiral, helixEvolves or progresses in a person from birth to the present moment. Current behavior is affected by past experiences and future behavior is effected by current impacts.14

ReviewCom. as Action: linear, from sender to receiverCom. as Interaction: simultaneously interactiveCom. as Transaction: receiver responds to the sender through feedback167.De fleur model The theory De fleur model of communication is expanded version ofShannon and weaver model of communication. And also based on the Westley & Maclean model of communication describes the circular process of communication with feedback from the receiver. Shannon and Weaver model is a one way communication and they explain the role of noise in the communication process. Westley & Maclean model is a two way communication and for first time they introduced the important component called Linear Feedback in the communication model. De fleur combine these two models and creates new one called De Fleur Model of Communication.De Fleur simply expands the Shannon & weaver model of communication by inserting the Mass Media device and suggested the communication process is circular as well as it gives possible two way feedback. In this whole communication process, noise may occur at any stages. Defleur pictures the source, transmitter, receiver and destination as separate phases of mass communication.Defleurs another important suggestion in this model is Feedback Device. This feedback device is helps to analyse the target audience (as separate from the receivers). Here, all these receivers are not considering as a target audience because the target audience will make some kind of feedback which will helps to find the target audience by using feedback device.One of the important aspect of the communication model is two way communication process which is recommended by Defleur. And also this model is the first one which introduce both two way feedback and targeted audience in the communication process.

7. Defleur Model

8. Donohew& Tipton Model

9. Gerbners General Model (1956)SelectionContextAvailabilityEEventPERCEPTUAL DIMENSIONME1ChannelsMediaControlMEANS AND CONTROL DIMENSIONSFormECon-tent

M2SE1SourceDestination(cf. Gerbner 1956, in: Corner; Hawthorn (eds.) 1989:18)10. Gieber & Johnson,1961AC 2 2 10. Gieber & Johnson,1961AC 3 10. Gieber & Johnson,1961A C11. Hovland & others

12. Katz and Paul Lazarsfeld Model

The purpose of the study was focused on Presidential election Campaign and the people decision-making process towards the campaign. All three researchers were wanted to find out practically whether the mass media messages affect direct influence in voting decision among the people. Unexpectedly they found the media messages (like radio and newspapers) are very less influence then an informal, personal communication on voting behavior. Based on this researched data, The Two Step Flow Communication Theory of Mass Communication was developed by Katz and Paul Lazarsfeld.12. Katz and Paul Lazarsfeld Model

Opinion Leader:Opinion Leader is a leader for a certain group who gives details and information to lesser active persons in the group. In office, the managing director is an opinion leader and in public, a political leader is an opinion leader. They interpret the information to their own group. But one thing the Opinion leader is a leader only for their own group not for all.In Public, Political leader is an opinion leader. Here few people are not influenced by the leader and their political views and thought. These people wont support opinion leaders and isolated from the population.Katz and Paul seems the flow of media messages from radio and print to opinion leaders and then the leaders leads the messages to lesser active users in the population. Through this transformation of message, the leaders may add their opinion on the actual content which may affects the low active users. In some cases the Opinion leaders are filtering the actual content ensures the information is needed by the people. Mostly the opinion leaders are selective and they pass the messages to the group. (Low-end media users: Poor, Worker and People who are not affordable for getting information directly).Note: The Opinion leaders have enough voice only in structured social groups not in an isolated individual in the population.

12. Katz and Paul Lazarsfeld Model

13. Lasswell ModelLasswell's model (1927) represents the transmission paradigm, according to which signals or messages are transmitted over distance for the purpose of control. In Table 1, we can see how Fattorello's model differs from Lasswells formula.From the above, we see that Lasswell's question "Says what?" does not take into consideration the existence of the x; that is the objective reality which Fattorello puts outside the process. Looking at Lasswell's model it seems that reality can be interpreted in an objective way. Furthermore, in Fattorello's model, the question "to what effect?" is not posed. This does not mean that its importance is overlooked, but that Fattorello thought that it was impossible to predict the effects of mass communication. The aim of the Promoter is to obtain an agreement on the formula of opinion s/he transmits and therefore it is necessary that the Promoter attempts to adapt to the Receivers' desires or, perhaps, respond to their curiosity. Even when there is an "agreement in opinion" on determined formulae; that is the agreement to a formula on the scale of opinion constituted by the problem x, the Promoter cannot be sure to obtain the desired effect. The Promoter of contingent information such as news cannot have an impact on the experience of the Receiver of the information and therefore cannot determine his/her behaviour. Fattorello aimed at pointing out that receivers bring a context to the reception of every message. The context derives from knowledge not from opinion. He was clearly against a linear view that reduces communication to a mechanical process. Thus, anticipating what authors such as Denis McQuail and David Gauntlett would have argued later:13. Lasswell Model

15. McCrosky

(Intentional Communication) (Noise) (Channel) 15. McCrosky19.MODEL SHANNON & WEAVERThe team studied only what they deemed to be important or significant calls of some length.Quick calls to a neighbor or a store were not considered for the study.The focus was on the mechanics of the messages.19. The Shannon-Weaver Model (1949)information sourcetransmitterreceiverdestinationnoise sourcemessagemessagesignalreceived signalchannel(http://www.cultsock.ndirect.co.uk/MUHome/cshtml/introductory/sw.html)The Shannon-Weaver Model Extensioninformation sourcetransmitterreceiverdestinationnoise sourcechannelfeedback(cf. http://www.cultsock.ndirect.co.uk/MUHome/cshtml/introductory/sw.html)The Shannon-Weaver Model Extension by Moles (1963)information sourcetransmitterreceiverdestinationnoise sourcechannelcode 1code 2(http://www.uni-kassel.de/fb8/misc/lfb/html7text/6-2frame.html)20. BERLOS MODELThis is the MOST RECENT model of communication study.An exact date is not given for the study, but it is believed to have been completed in the late 1970s or the early 1980s.This one is not designed to be academic or practical. It is designed to be ALL-INCLUSIVE20.BERLOS MODELEven with all of the good things that this model illustrates and tries to describe, there is still one little issue to remember20.BERLOS MODELITS NOT REALLY EVEN A TRUE MODEL IN THE FIRST PLACE!20.BERLOS MODELIt is NOT a model because it was never actually tested.Berlo designed what he thought would be the ideal system to describe communication, but never had a chance to put it to the test in real life.20.BERLOS MODELSince it was never field-tested, the model that Berlo developed has to take on a new title20.BERLOS MODELIT HAS TO BE CALLED A THEORY20.Berlos Listening Theory

CONTENTCODESender:EmotionsKnowledgeBackgroundBiasesAbilityReceiver:EmotionsKnowledgeBackgroundBiasesAbility

AssignmentYou may work by yourself or with up to two other people.Be sure to incorporate all the parts of the models.Choose one of the following:Create a scene of communication and label the parts. (First you will need to draw the scene where the communication situation is taking place, then label the parts.)Draw a cartoon that uses communication and label the parts.Create a math equation for all three communication processes.Act out a scene of communication and label the parts during the scene.45