17878315 Models Of Communication

MODELS OF COMMUNICATION

A. LINEAR MODELS 

1. Aristotle SPEAKER

SPEECH

AUDIENCE

Key points of Aristotle’s model: • • •

ETHOS – source credibility PATHOS – understanding the audience LOGOS – message design and strategy, particularly for persuasive communication

2. Harold Lasswell’ Formula

WHO

SAYS WHAT

THROUGH WHICH MEDIUM

TO WHOM

UNDER WHAT CIRCUMSTANCES? FOR WHAT PURPOSE? WITH WHAT EFFECT?

BRADDOCK’S EXTENSION OF THE LASSWELL FORMULA

3. Shannon and Weaver’s General Model of Communication Mass medium device

Information source

Message

Channel

NOISE

Receiver

Destination

Examples of NOISE: 





A loud motorbike roaring down the road while you’re trying to hold a conversation Your little brother standing in front of the TV set Smudges on a printed page

NOISE can be in the form of: 

DISTRACTION  What

happens when you communicate to a physically attractive person?



DIFFERENCES IN THE USE OF CODE  Is

there communication when you speak to a Korean using the Filipino language?



EMPHASIZING THE WRONG PART OF THE MESSAGE  An

advertising campaign can be successful but this can make the viewers not to pay attention to the product. 

“Nasasabik sa unang araw ng eskwela, taas kamay with confidence... “    

Brainy High MVP High Sosy High Nice Guy High



ATTITUDE TOWARDS THE SENDER  Ex:

If you don’t like the person you’re talking to, conversation may go wrong.



ATTITUDE TOWARDS THE MESSAGE  You

like your friend but you don’t like what he/she says about God’s existence. You’ll just tune out.

CHANNEL SOURCE MESSAGE Comm skills Content Knowledge Treatment Social system Code

Seeing Hearing Touching Smelling Tasting

RECEIVER Comm. Skills Knowledge Social system

Key points of Berlo’s Model: 3. Two are encoding skills: SPEAKING & WRITING 4. Two are decoding skills: LISTENING & READING 5. The fifth is crucial to both encoding and decoding: THINKING or REASONING

1.

Source and receiver characteristics affect each other even if the message is received as intended.

5. The social system/culture serves as the context within which the source and receiver create and interpret messages.

•

Charles Osgood and Wilbur Schramm’s CIRCULAR MODEL (1954) MESSAGE

DECODER/ INTERPRETER/ ENCODER

ENCODER/ INTERPRETER/ DECODER

MESSAGE



Keypoints in Osgood-Schramm model: 

FEEDBACK is part of the communication process 

Forms:     

Reply Question Shrug Any facial expression Applause

Communication is NOT LINEAR  The roles of sender and receiver cannot be clearly distinguished because they swap roles. 

6. GEORGE GERBNER’S Model of Communication nt

E

Source

Condensation of moisture In the air

voice MEANS

M2 SE1 “It’s raining”

ev e

M E1 Rain

Destination

Statement as perceived

Event as perceived

T A ST

T N E

T EN EM

T U O

EV

AB

Language sequence

(Form) “It’s raining”

to M2 s e t a c i ther a mun e m w o e c M of th n o i t p e A perc

Key points in Gerbner Model: 

Communication is a process PERC EPTI ON-PR ODUCTI ONPERC EPTI ON 



Perception involves active interpretation

The human communication process is subjective, selective, variable, and unpredictable. 

The way E is perceived will be determined by a variety of factors, such as attitudes, beliefs, experience of M (the source)

Other factors affecting perception: 

SELECTION 



CONTEXT 



Gatekeeping Shouting and raving indicate that a person is very angry in one context, but psychotic or crazy in another

AVAILABILITY How many Es are there around?  When are we more likely to pay attention to Es? 