Sources: Although adapted and updated, much of the information in this lecture is derived from C. David Mortensen, Communication: The Study of Human Communication (New York: McGraw-Hill Book Co., 1972), Chapter 2, “Communication Models.” Communication Models Contents 1. Lasswell’s Model of Communication, 1948 2. The Shannon-Weaver Mathematical Model, 1949 3. Newcomb Model of Communication 4. Berlo’s S-M-C-R, 1960 5. Schramm’s Model of Communication 6. Osgood & Schramm’s Interactive Model, 1954 7. George Gerbner Model of Communication 8. Dance’s Helical Spiral, 1967 9. Westley and MacLean’s Conceptual Model, 1957 10. Ruesch and Bateson, Functional Model, 1951 11. Barnlund’s Transactional Model, 1970 12. Systemic Model of Communication, 1972
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Communication: The Study of Human Communication€¦ · Communication Models Contents 1. Lasswell’s Model of Communication, 1948 2. The Shannon-Weaver Mathematical Model, 1949 3.
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Sources: Although adapted and updated, much of the information in this lecture is derived from C. David Mortensen, Communication:
The Study of Human Communication (New York: McGraw-Hill Book Co., 1972), Chapter 2, “Communication Models.”
Communication Models
Contents 1. Lasswell’s Model of Communication, 1948
2. The Shannon-Weaver Mathematical Model, 1949
3. Newcomb Model of Communication
4. Berlo’s S-M-C-R, 1960
5. Schramm’s Model of Communication
6. Osgood & Schramm’s Interactive Model, 1954
7. George Gerbner Model of Communication
8. Dance’s Helical Spiral, 1967
9. Westley and MacLean’s Conceptual Model, 1957
10. Ruesch and Bateson, Functional Model, 1951
11. Barnlund’s Transactional Model, 1970
12. Systemic Model of Communication, 1972
1-Lasswell’s Model of Communication:
2-The Shannon-Weaver Mathematical Model, 1949
Claude Shannon, an engineer for the Bell Telephone Company, designed the most influential of all early communication models. His
goal was to formulate a theory to guide the efforts of engineers in finding the most efficient way of transmitting electrical signals from
one location to another (Shannon and Weaver, 1949). Later Shannon introduced a mechanism in the receiver which corrected for
differences between the transmitted and received signal; this monitoring or correcting mechanism was the forerunner of the now
widely used concept of feedback (information which a communicator gains from others in response to his own verbal behavior).
3- New Comb’s Model of Communication
The New Comb’s 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 it’s called as an “ABX” model of
communication.
The Newcomb’s model works in a triangular format or A-B-X system
A – Sender
B – Receiver
X – Matter of Concern
The 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.
For Example:
Teachers introduce a new policy to increase the college timing from 6 hours to 8 hours.
A – Teachers B – Students X – Policy or issue
If both students and teachers are satisfied with this policy then the communication maintains its equilibrium status between them.
Otherwise the flow of communication between “A” and “B” becomes trouble in the social system. If “A” or “B” is not ready to accept
the policy then it will directly affect the social system and can’t maintain the equilibrium status. So Teachers”A” can convince
students “B” as much as possible. Otherwise they have to make some adjustments in the Policy “X” and convince them towards the
policy.
4- Berlo’s S-M-C-R, 1960 Background
Ehninger, Gronbeck and Monroe: “The simplest and most influential message-centered model of our time came from
David Berlo (Simplified from David K. Berlo, The Process of Communication (New York: Holt, Rinehart, and
Winston, 1960)):”
5- Schramm’s model of communication
Includes the source which is also known as the encoder, the message or the signal, and the destination which is also
recognized as the decoder, The model addresses the sociological aspects involved in communication. Communication
or commonness can take place if the fields of the source and destination overlap as shown in the figure below as the
field of experience.
Schramm’s Model of Communication
Osgood & Schramm replaced the linear model of communication with the circular process of communication and took
interpretation into consideration. Communication involves not only the taking in of information but making sense of it.
Therefore, the sender becomes the decoder as well as the encoder, making the model one of a circular process between
source and receiver, the encoder and decoder; with each switching roles in the process as noted in the diagram below. 6- Osgood-Schramm’s Interactive Model, 1954
Background
Wilbur Schramm (1954) was one of the first to alter the mathematical model of Shannon and Weaver. He conceived of decoding and
encoding as activities maintained simultaneously by sender and receiver; he also made provisions for a two-way interchange of
messages. Notice also the inclusion of an “interpreter” as an abstract representation of the problem of meaning.
From Wilbur Schramm, “How Communication Works,” in The Process and Effects of Communication, ed. Wilbur Schramm (Urbana:
University of Illinois Press, 1954), pp. 3-26):
Strengths
Schramm provided the additional notion of a “field of experience,” or the psychological frame of reference; this refers to the type of
orientation or attitudes which inter-actants maintain toward each other.
• Included Feedback
• Communication is reciprocal, two-way, even though the feedback may be delayed.
• Included Context
A message may have different meanings, depending upon the specific context or setting.
Shouting “Fire!” on a rifle range produces one set of reactions-reactions quite different from those produced in a crowded theater.
Included Culture
A message may have different meanings associated with it depending upon the culture or society. Communication systems, thus,
operate within the confines of cultural rules and expectations to which we all have been educated.
Other model designers abstracted the dualistic aspects of communication as a series of “loops,” (Mysak, 1970), “speech cycles”