Models of Communication
Models serve as simplified representations to
understand and analyze communication processes
They help identify key components, relationships,
and factors influencing communication
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Lasswell's Model
Definition: Developed by Harold Lasswell, it focuses on
answering five key questions: Who, Says What, In Which
Channel, To Whom, With What Effect
Explanation: Lasswell's model emphasizes the elements of
communication and their roles in the process
Componets
1. Who? (Communicator/source): This refers to the sender or originator of the
message. It can be an individual, a group, an organization, or even a medium
itself
2. Says What? (Message/content): This is the actual content of the
communication, including the meaning, emotions, and intent behind it. The
message can be verbal, nonverbal, or a combination of both
3. In Which Channel? (Medium): This is the method through which the message is
sent and received. It can be anything from face-to-face conversation to mass
media like television or the internet
4. To Whom? (Receiver/audience): This refers to the target or recipient of the
message. It can be a specific individual, a group, or the general public
5. With What Effect? (Impact): This is the result or outcome of the
communication on the receiver. It can include changes in behavior, attitudes,
beliefs, or understanding
Scenario: Political Speech
Who: The speaker is a presidential candidate
Says What: The candidate delivers a speech outlining their political
vision, policy proposals, and campaign promises
In Which Channel: The speech is broadcasted on television, streamed
online, and covered by various media outlets
To Whom: The target audience includes potential voters, party
supporters, undecided voters, and the general public
With What Effect: The intended effect is to inform and persuade the
audience, garner support, and influence public opinion in favor of the
candidate
Significance
Simple and easy to understand: The five questions
provide a clear and concise framework for analyzing
communication
Applicable to various types of communication: It can be
used to analyze interpersonal, group, organizational,
and mass communication
Versatility: It can be applied to different fields, such as
media studies, political science, marketing, and public
relations
Limitations
Overly simplistic: The model portrays communication as a
linear, one-way process, neglecting the dynamic and interactive
nature of real-world communication
Ignores feedback: The model doesn't account for the feedback
loop that exists in communication, where the receiver's
response influences the sender's future messages
Limited focus on context: The model doesn't adequately
consider the social, cultural, and historical context in which
communication takes place
Shannon-Weaver's Model
Definition: Proposed by Claude Shannon and Warren Weaver,
it presents communication as a linear process with a sender,
message, channel, receiver, and feedback
Explanation: This model illustrates the flow of information
and potential sources of noise in the communication process
Components
Source: The originator of the message, who selects the information to be conveyed
Encoder: The device or mechanism that converts the message into a signal suitable for
transmission over a channel. This could involve encoding words into sound waves, digital
data, or visual signals
Channel: The medium through which the signal travels, such as air, wires, cables, or the
internet
Decoder: The device or mechanism that receives the signal and converts it back into a
message the receiver can understand
Receiver: The recipient of the message, who interprets the decoded signal
Destination: The intended target of the message, often overlapping with the receiver but
representing the complete understanding and purpose of the communication
Significance
Highly influential in various fields, including
communication studies, information theory, computer
science, and even psychology
Provided a foundational framework for understanding
the technical aspects of communication and laid the
groundwork for further research in information
transmission and error correction
Limitations
It presents communication as a linear, one-way flow, while in
reality, communication is often dynamic, interactive, and
context-dependent
Noise: Any interference that distorts the signal during
transmission and can lead to miscommunication. This can
include physical noise like background sounds, as well as
semantic noise like cultural differences or unclear language
Feedback: The response or reaction of the receiver that
provides information back to the source about how the
message was understood. This can be explicit (verbal or
nonverbal) or implicit (changes in behavior or attitude)
Osgood's Model
Definition: Developed by Charles Osgood, it introduces the concept
of semantic differential, focusing on the symbolic nature of
communication
Explanation: Osgood's model emphasizes the subjective
interpretation of messages and the importance of shared meanings
Components
Encoding: The sender formulates their message by putting
their thoughts and feelings into words, symbols, or non-
verbal cues
Decoding: The receiver interprets the message based on
their own knowledge, experiences, and biases
Interpretation: The receiver assigns meaning to the decoded
message, forming their own understanding of what the
sender was trying to communicate
Significance
It helps us to see how communication is a two-way
process, where both sender and receiver are
responsible for making meaning
By understanding the potential for distortion and
misinterpretation, we can become more effective
communicators and improve our relationships with
others
Limitations - Semantic Noise
Differences in language or culture: Words and symbols can
have different meanings for different people
Personal biases and prejudices: Our own biases can
influence how we interpret a message
Non-verbal cues: Non-verbal cues like facial expressions and
body language can be misinterpreted
Feedback is an essential part of the circular model
Schramm's Interactive Model
Definition: Developed by Wilbur
Schramm, this model
emphasizes the interactive
nature of communication. It
views communication as a two-
way process involving both the
sender and receiver
Significance: Highlights the
importance of feedback and
understanding in effective
communication
Strengths & Flaws
Strengths: Recognition of feedback,
adaptability to various communication
contexts
Flaws: Simplistic representation, may not
fully capture the complexity of modern
mass communication
Gehner's Two-Step Flow Model
Definition: Proposed by Paul Lazarsfeld and Elihu
Katz, this model challenges the direct influence of
media on the audience. It suggests that opinion
leaders mediate media influence on the wider
public
Significance: Shifts focus from direct media impact
to interpersonal communication as a key factor in
shaping public opinion
Strenghts & Flaws
Strengths: Recognizes the role of interpersonal
communication, provides a more nuanced view
of media influence
Flaws: Assumes a linear process, may
oversimplify the complexity of opinion
formation
Newcomb's Social System Model
Definition: Developed by
Theodore M. Newcomb, this
model explores the role of
social systems in
communication. It
emphasizes the influence of
social structures and
relationships on the
reception and interpretation
of messages
Significance: Highlights the
impact of social context on
communication outcomes
Strengths & Flaws
Strengths: Integrates sociological
factors, accounts for contextual
differences
Flaws: May not sufficiently address the
role of media in shaping social systems
Westley and MacLean's Conceptual Model
Definition: Developed by Bruce
Westley and Malcolm S. MacLean,
this model focuses on the process
of communication within a social
system. It includes elements like
the source, message, channel, and
receiver
Significance: Emphasizes the role
of feedback and situational factors
in the communication process
Strengths & Flaws
Strengths: Comprehensive approach,
accounts for contextual and feedback
elements
Flaws: May be criticized for
oversimplification, lacks specificity in
certain aspects
Assignment
Comparative analysis and contemporary
relevance of any two Mass Communication
models with critiques and evolving
perspectives and cases studies
Length: 400-500 words
