Purposive Communication Aristotle’s model, Laswell’s model,

Lesson 1 & 2 Shannon-Weaver model; and David

Berlo’s Model of Communication.
Lesson 1: Communication Cycle
Aristotle’s Communication Model

Aristotle, a great philosopher initiative

the earliest mass communication model
called “Aristotle’s Model of
Communication”. He proposed a model before
300 B.C who found the importance of the
audience role in the communication chain in
his communication model. This model is more
focused on public speaking than
interpersonal communication.
Aristotle Model of Communication is formed
Speaker:
with 5 basic elements
 The source of information
Message: (i) Speaker, (ii) Speech, (iii) Occasion,
 The information conveyed by the (iv) Audience and (v) Effect.
speaker
Encoding: Aristotle advises speakers to build speech
 The process of converting the for different audiences at a different time
message. (occasion) and for different effects.
Channel:
 The medium in which the encoded
message is conveyed.
Receiver:
 The recipient of the message.
Decoding:
 The process of interpreting the
encoded.
Barrier:
 The factor that affects the flow
of communication.  Note that the speaker variable
Feedback: here is very important. Without
 The reactions for responses or the speaker, there will be no
information provided by the speech to be produced. Depending
receiver. on the profile of the speaker
adjusts his or her speech. Some
Lesson 2: Communication Processes, considerations for the audience
Principles, and Ethics demographics are age, sex,
By: John Rodolf N. Mortega, MAEd. background, culture, race,
religion, gender, social and
Communication is a very economic status, and political
interesting topic to be discussed, orientation or inclination, among
previously those confusions with the others. Even beliefs, views, and
term had finally answered, and attitudes also play an important
another figure and body of knowledge role when talking about audience
were added to the memory bank such consideration since oftentimes,
terms were creatively elaborated like the audience brings these with
the verbal communication, non-verbal them when they decode the message
communication, the types of in any given situation.
communications such as intrapersonal,
interpersonal, extended, Laswell Model of Communication
organizational, intercultural, and
the purpose and style of
communication. In a nutshell, the
terms are crucial to restate and to
know the function in the field of
communication.
A model is often abstract. It
is a representative of a real-world The whole process of communication begins
phenomenon applied to different with the communicator ( who ) sending out
forms. The interplay of variables in the message ( what ) using a medium( in
the model is represented graphically. which channel ) for a receiver ( to whom)
Try to assess later what comprises experiencing an effect afterward. The
the communication models and what process may be analyzed through the content
variables are common to each of them. sent, the medium used, as well as the
There are many conceptual effect on the rose plant of the message.
models for human communication but
you will be exposed to only four.
These are
While this model is similar to Aristotle’s Attitudes — This includes attitudes
in the sense that both are linear and have towards the audience, subject, and
the same components, Laswell also differs towards oneself. For example, for the
in that there are five variables involved student, the attitude is to learn more
with the addition of two: medium and and for teachers, it is to help teach.
effect.
Knowledge– Communicating also means that
the person needs to be knowledgeable
Shannon-Weaver’s Model of Communication about the subject or topic. For e.g. a
teacher needs to know about the subject
in detail that he or she teaches so that
they can communicate properly such that
the students understand here.

 Note: It refers, not to the

general knowledge, but to the
knowledge of the subject that the
person is communicating and their
Claude Elwood Shannon and Warren Weaver’s
familiarity with it.
model of communication was introduced in
Social system — The social system
1949, a year after Laswell’s for Bell
includes the various aspects of society
Laboratories.
like values, beliefs, culture, religion,
and a general understanding of society.
This model is specially designed to develop
It is where the communication takes
effective communication between the sender
place.
and the receiver. Also, they find factors
which affecting the communication process  For example, classrooms differ
called “Noise”. At first, the model was from country to country just like
developed to improve the technical people’s behaviors and how they
communication. Later it’s widely applied in communicate, etc.
the field of Communication.  Note: We can communicate only to
the extent that the social system
Berlo’s Communication Model allows. When we communicate, we
take the social system into
Berlo’s SMCR Model of Communication account.
represents the process of communication in
its simplest form. The acronym SMCR stands Culture: The culture of a particular
for Sender, Message, Channel, and Receiver. society also comes under the social
Berlo’s SMCR Model of Communication system.
describes the different components that  According to this model, people
form the basic process of communication. can communicate only if the above
Because this communication tool also requirements are met in the proper
emphasise the coding and decoding of the or adequate proportion.
message, it can be used for more efficient
communication. (Janse, 2019) Encoder: The sender of the message,
from where the message originates, is
Berlo’s model follows the SMCR model. This referred to as the encoder. So the
model is not specific to any particular source encodes the message here.
communication. Berlo’s model includes a
number of factors under each of the
elements: Message

Content — The body of a message, from

the beginning to the end, comprises its
content. For example, whatever the class
teacher teaches in the class, from
beginning to end, is the content of the
message.

Elements — It includes various things

like language, gestures, body language,
etc. They constitute all the elements of
a particular message. Any content is
accompanied by some elements.

Treatment — It refers to the packing of

the message and the way in which the
Source: The source is situated where the message is conveyed or the way in which
message originates. it is passed on or delivered.
 Note: When there is too much
Communication skills — It is the skill treatment, communication will not
of the individual to communicate. For go smoothly.
example, the ability to read, write,
speak, listen, etc.
Structure– The structure of the message  Berlo’s model believes that for
refers to how it is arranged; the way effective communication to take
people structure the message into place, the source and the receiver
various parts. need to be on the same level. Only
 Note: The message is the same, but then communication will happen or
if the structure is not properly take place properly. Hence, the
arranged then the receiver will source and the receiver should be
not understand the message. similar.
Code– The code of the message refers to
the means through which it is sent and
in what form. It could be, for example, For example, if the communication skill
language, body language, gestures, of the source is good, then the receiver
music, etc. Even culture is a code. should have equally good listening
Through this, people give and receive skills.
messages and communication takes place.
 Note: Only when the code is clear, It cannot be said that the receiver does
the message will be clear. The not receive the whole message because
wrong usage may lead to even though he may receive it, but may
misinterpretation. not be able to interpret its meaning.
Channel– It refers to the five sense For effective communication, the source
organs. The following are the five and the receiver need to be on the same
senses: level.
§ Hearing  Note: Self-image differs from
§ Seeing person to person. For
§ Touching communication, the person should
§ Smelling consider the receiver, speak
§ Tasting accordingly, and give them what
they need.
Communication occurs through one or more
of these channels. Criticism of Berlo’s SMCR model of
communication:
Hearing: The use of ears to receive the 1. There is a lack of feedback. The
message. For example, orally transmitted effects are practically unknown.
messages, interpersonal communication, 2. It does not mention the barriers
etc. to communication.
3. There is no room for noise.
Seeing: Visual channels, for example, 4. It is a rather complex model.
Watching television so the message is 5. It is a linear model of
conveyed through the scene/film. communication.
6. It requires people to be on the
Touching: The sense of touch can be used same level for effective
as a channel to communicate. For communication to happen. However,
example, we touch, buy food, hugging our that rarely happens in everyday
loved ones, etc. life.
7. The main drawback of the model is
Smelling: Smell also can be a channel to that it omits the usage of sixth
communicate. For example, perfumes, sense as a channel of
food, fragrances, etc. Charred smell communication, which is an asset
communicates something is burning. to human beings (thinking,
People can deduct which food is being understanding, analyzing, etc.)
cooked by its smell etc.
GENERAL PRINCIPLES OF EFFECTIVE
Tasting: The tongue is a muscular organ COMMUNICATION
used in the act of eating and tasting
food. For example, while food is being Since communication is a two — way
shared, communication can happen process, it is important that you know
regarding its taste. the principles to be observed to make it
 Note: Despite not mentioning a effective. For both oral and written
medium, we need to assume that as communication, you should be able to
communication is taking place, apply the following principles:
channels can be any of the 5 1. Know your purpose in
senses or combination. communicating.
Decoder: The person who receives the 2. Know your audience.
message and decodes it is referred to a 3. Know your topic.
decoder. 4. Adjust your speech or writing to
the context of the situation.
Receiver: The receiver needs to think 5. Work on the feedback given to you.
about all the contents and elements of
the source, so as to
communicate/responds to the sender PRINCIPLES OF EFFECTIVE ORAL
effectively.; COMMUNICATION

1. Be clear about your purpose. You

should know by heart your
objective in communicating.
2. Be complete with the message you
deliver. Make sure that your
claims are supported by facts and
essential information.
3. Be concise. You do not need to be
verbose or were they with your
statements. Brevity in speech is a
must.
4. Be natural with your delivery.
Punctuate important words with
appropriate gestures and
movements. Exude a certain degree
of confidence if you do not feel
confident enough.
5. Be specific and timely with your
feedback. Inputs are most helpful
when provided on time.

7 C’S PRINCIPLE OF EFFECTIVE

COMMUNICATION
1. Be clear
2. Be concise
3. Be concrete
4. Be correct
5. Be coherent
6. Be complete
7. Be courteous

ETHICS OF COMMUNICATION
Be guided by the following to achieve
ethical communication:

1. Establish an effective value

system that will pave the way for
the development of your integrity
as a person. One’s behavior and
decision- making style affect the
intern in the operations of an
organization.
2. Provide complete and accurate
information. Whether it is needed
or not the data should always be
contextualized correctly.
3. Disclose vital information
adequately and appropriately.
Never conceal or hide information
that is necessary for purposes of
transparency.