COM 211- COMMUNICATION THEORIES

Chapter I
Communication Models

Introduction

You have already discussed in your subject, “Introduction to Communication Media” what
communication is and the different elements of the communication process. You have learned that the
goal of communication is to convey meaning and information between people. Communication is a complex
process and it is difficult to determine where or with whom a communication encounter starts and ends. It
is therefore helpful to consider different communication models that attempt to explain the communication
process.

Communication models are systematic representations of the communication process. They help in
understanding how communication works. Models show the process metaphorically and in symbols. They
form general perspectives on communication by breaking communication from complex to simple and keep
the components in order.

Before we explore these models, let me ask you this question: What communication models do you
know about already?

Learning Outcomes

At the end of this chapter, you are expected to:

1. Explain the three models of communication;

2. Differentiate the four communication models;

3. Illustrate a communication phenomenon through a model

Learning Content

The main models of communication are categorized into three :

1. Linear models
2. Interactive models
3. Transactional models

Linear Model of Communication

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 Linear models explain one directional communication processes.

1. Aristotle’s model of communication

- A framework for thinking about how to improve your communication abilities, by looking at
key aspects underpinning a situation.
.
The Greek philosopher Aristotle presented a systematic model of communication about 2,300
years ago.It contains five elements:The speaker,The message,The audience, The occasion; and The
effect. He advised the speaker to prepare the message keeping in view the audience, the occasion and the
effect of it. Aristotle’s model is the oldest communication model, dating back to 300BC. The model was
designed to examine how to become a better and more convincing communicator. Aristotle also identified
three elements that will improve communication: ethos (credibility), pathos (ability to connect) and logos
(logical argument). Aristotle’s model does not pay attention to the role of feedback in communication

2. Lasswell’s Model
In 1948 Harold Laswell presented his model of communication in a different way.He asked the
following question to describe communication:
Who
Says What
In What Channel
To Whom
With What Effect?

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Drew, C. (2020). All 8 Models of Communication, Explained. https://helpfulprofessor.com/communication-
models/

Shannon and Weaver’s model of communication

The Shannon-Weaver model is the first to highlight the role of ‘noise’ in communication, which can disrupt
or alter a message between sender and receiver.

It visualizes the transfer of information as an act being done to the receiver by the sender.
The Shannon-Weaver model sees communication occurring in five key parts: sender, encoder, channel,
decoder, receiver. It emphasizes the importance of encoding and decoding messages for them to be sent
(e.g. turning them into written words, morse code, etc.). During the process of encoding, sending and
decoding, ‘noise’ occurs that can disrupt or cloud a message. In the most traditional sense, this may be
static on a radio broadcast, or even extend to mishearing a conversation or misspelling an email. This
model was the first to introduce the role of noise in the communication process.
The idea of feedback was retroactively introduced to this model.

4. Berlo’s S-M-C-R Model

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Berlo’s S-M-C-R model explains communication in four steps: Source, Message, Channel, and Receiver.

Berlo’s model of communication explains the communication process in four steps: 

Source, Message, Channel, and Receiver. The unique aspect of Berlo’s model is that it gives a detailed
account of the key elements in each step that will affect how well the message is communicated:

 Source: Elements of the source include communication skills of the sender, their attitude and their
culture.
 Message: Elements of the message include its content, structure and code.
 Channel: Elements of the channel include the senses of hearing, seeing, touching, smelling, etc.
 Receiver: Elements of the receiver include their attitude, knowledge and culture.

The Interactive Models

Quick Summary: Interactive models are best for explaining impersonal two-way communication
processes.

Osgood-Schramm Model

The Osgood-Schramm model explores communication that is equal and reciprocal. It does not

differentiate between the sender and receiver, but sees each as being in an equal position as message
encoders and decoders. This model is best for explaining and examining personal synchronous
communication where feedback is immediate (such as face-to-face discussions). As feedback is
immediate, noise can be reduced through ongoing clarification of messages during the conversation.

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6. The Westley and Maclean Model

One Sentence Overview: The Westley and Maclean model shows that our communication is influenced by
environmental, cultural and personal factors.

The Westley and Maclean model embraces the importance of feedback in communication.

However, it also emphasizes the important role of environmental and cultural factors in influencing
communication. It shows that the things we say and communicate are influenced by who we are, what our
background is, and what perspective we are approaching issues from. The model takes into account
the object of orientation  (background, culture and beliefs) of the sender and receiver of messages. It also
considers the message to have been received and sent within a broader social context that needs to be
considered to know and understand the message.

Drew, C. (2020). All 8 Models of Communication, Explained.Available online

https://helpfulprofessor.com/communication-models/

Chapter 1 Communication Models Page 5

The Transactional Models

The transactional model, unlike the linear, recognizes that communication is a simultaneous
process and therefore switched both the terms “sender” and “receiver” to “communicator.”

It also adds “environment,” which embraces not only physical location, but also personal
experiences and cultural backgrounds.These changes can be seen in this model.

Another change you will notice in the transactional model is the overlap between each
communicator. This recognizes similarities between each communicator’s environment. The model
displays how communication becomes more difficult when communicators have less in common.In
addition, the transactional model recognizes how the type of channel can affect meaning. For
example, the words “I love you” have a much different meaning if they are said through a billboard
than through a voicemail.

In the linear model, noise is solely external noise; for example, loud music while trying to
converse. The transactional model says that two other types of noise exist:

Physiological Noise:  biological factors that interfere with communication (i.e. illness, fatigue, etc.)
Psychological Noise: the forces within that interfere with communication (i.e. an unwillingness to
listen)

Overall, the transactional model realizes that it is not what we do to each other as senders and
receivers, but it is what we do with each other as communicators.

Dance’s Helical Model

One Sentence Overview: Dance’s Helical Model sees communication as a circular process that gets more
and more complex as communication occurs, which can be represented by a helical spiral.

Dance’s Helical Model builds on circular models by explaining how we improve our messages over
time by using feedback. When we communicate with others, their feedback will influence our next
statement. We become more knowledgeable with each cycle of communication, enabling up to ‘expand our
circle’, as represented by the increasingly wider and wider circles. The movement up the spiral indicates
that each communication practice is new and different from the previous, as communication does not ever
perfectly repeat itself.

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 Source: https://helpfulprofessor.com/helical-
model-of-communication/

Application of Dance’s Helical Model: The Baby Example

Dance explains his helical model with the example of a person learning throughout their life cycle.
They start early on with very rudimentary communication methods. They may cry at their mother to get her
attention, then, later they might learn to speak in single words, then full sentences, and so on. As our
communication processes become more complex, we build on what we already know to learn to
communicate more effectively. Each communication experience (a chat with someone, a chance at public
speaking, our first interview) contains within it lessons on how to communicate more effectively in the
future. When we are babies, we’re at the base of the communication funnel with tiny little circles
representing simplistic methods of communication.By old age, our communication skills are more advanced
– some may even call us wise. This wise older person would be on one of the larger communication cycles
toward the top of Dance’s communication helix.

Teaching and Learning Activities

Activity 1.To further appreciate your learnings on communication models, ask yourself the following:

 What value do communication models have?

 How can learning about communication
models be helpful?

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Learning materials and resources for supplementary reading:

Activity 2. Read Chapter One Application.Communication Process. Applications.Communication for

Personal and Professional Contexts—Hardcover Student Edition sampler. Available online:
https://www.perfectionlearning.com/images/products/pdfs/ac/ac.se.pdf

Flexible Teaching Learning Modality (FTLM) adopted: Synchronous (online) and Asynchronous (Printed
Module)

Assessment Tasks

1. The models developed in the chapter are only possible communication models. Using a drawing
program, a flowcharting program, a presentation program, design your own communication model.
You may use the terminology of the chapters’ models or invent your own. Use graphics to enhance
the appeal of your model. Explain in 300 words the model that you have come up. Upload your
output in my messenger account.

2. We are now in a pandemic in which face-to-face instruction is not altogether possible. Develop
your own model to represent the teaching-learning process during this pandemic. Try to include all
of the components of the communication process. Explain this model in 150 words. Upload your
output in my messenger account.

References:

McQuail, D. & Windahl, S (1993). Communication Models. Longman Singapore Publishing Ltd:Singapore.

Wes, R. & Turner, L. (2018). Introducing Communication Theory. Analysis and Application. 4 th ed. New
York, NY: McGraw Hill

Drew, C. (2020). All 8 Models of Communication, Explained.Available online

https://helpfulprofessor.com/communication-models/

Chapter 1 Communication Models Page 8