Week 01 Q3 Mil

What are models of communication?
According to Denis McQuail, “a model is a selective representation in verbal or diagrammatic form

of some aspect of the dynamic process of mass communication.”
In other words, models of communication provide us with a visual representation of the

different aspects of a communication situation.
Categories of Model of Communication:
1. Linear models — Only look at one-way communication. The most prominent linear models
of communication are:
1. Laswell’s model
2. The Shannon-Weaver model
2. Interactive models — They look at two-way communication. These are the following:
1. The Osgood-Schramm model
2. The Westley and Maclean model
Linear models
Linear models of communication suggest that communication takes place only in one direction.
The main elements in these models are:
 The channel,
 The sender, and
 The receiver.

Simply put, the sender transmits the message via a channel.
The channel is the medium and changes the message into speech, writing, or animation.
The message then reaches the receiver, who decodes it.
1. LASWELL’S MODEL
According to this model, communication is the transmission of a message with the effect as the
result.
The effect is the measurable and obvious change in the receiver of the message that is caused by
the elements of communication. If any of the elements change, the effect also changes.
Laswell’s model aims to answer the following 5 important questions regarding its elements:
1. Who created the message?
2. What did they say?
3. What channel did they use (TV, radio, blog)?
4. To whom did they say it?
5. What effect did it have on the receiver?
Laswell’s Model example

Let’s say you are watching an infomercial channel on TV and on comes a suitcase
salesman, Mr. Sanders. He is promoting his brand of a suitcase as the best. Aware that
millions of viewers are watching his presentation, Mr. Sanders is determined to leave a
remarkable impression. By doing so, he is achieving brand awareness, promoting his
product as the best on the market, and consequently increasing sales revenue.
2. THE SHANNON-WEAVER MODEL
Maybe the most popular model of communication is the Shannon-Weaver model.

THE COMPONENTS OF THE SHANNON-WEAVER MODEL OF COMMUNICATION:
 Sender
 Encoder
 Channel
 Decoder
 Receiver
The Shannon-Weaver Model example
Paula, a VP of Marketing in a multinational company, is briefing Julian on new marketing
strategies they are about to introduce next month. She wants a detailed study on the
competitor’s activity by the end of the week. Unfortunately, while she was speaking, her
assistant Peter interrupted her, and she forgot to tell Julian about the most important issue.
At the end of the week, Julian did finish the report, but there were some mistakes, which
had to be corrected later on.
3. THE OSGOOD-SCHRAMM MODEL
The Osgood-Schramm communication model
The Osgood-Schramm model is a circular model of communication, in which messages go in two

directions.
There are four principles in this model:
1. Communication is circular— individuals involved in the communication process are

changing their roles as encoders and decoders.
2. Communication is equal and reciprocal— both parties are equally engaged as encoders
and decoders.
3. The message requires interpretation— the information needs to be properly interpreted to
be understood.
4. There are three steps in the process of communication:
 Encoding
 Decoding
 Interpreting
In this model, there is no difference between a sender and a receiver. Both parties are equally
encoding and decoding the messages. The interpreter is a person trying to understand the
message.
Furthermore, this model shows that information is of no use until it is put into words and conveyed
to other people.
The Osgood-Schramm Model example

Imagine you have not heard from your college friend for 15 years. Suddenly, she calls you, and
you start updating each other with what happened during the time you have not seen each other.
5. THE WESTLEY AND MACLEAN COMMUNICATION MODEL
The Westley and Maclean model is primarily used for explaining mass communication.
This model introduces environmental and cultural factors to the process of communication.
Namely, according to this model, the communication process does not start with the
source/sender, but rather with environmental factors.
The Westley and Maclean model also takes into account the object of the orientation (background,
culture, and beliefs) of the sender and the receiver of messages.
The very process of communication starts with environmental factors which influence the speaker
— the culture or society the speaker lives in, whether the speaker is in a public or private space,
etc.
Aside from that, the role of feedback is also significant.
This model consists of nine crucial components:
1. Environment (X)
2. Sensory experience (X¹)
3. Source/Sender (A)
4. The object of the orientation of the source (X²)
5. Receiver (B)
6. The object of the orientation of the receiver (X³)
7. Feedback (F)
8. Gatekeepers (C)
9. Opinion leaders
The Westley and Maclean Model example

Imagine that on your way to the office, you witness a road accident. This is the stimulus that would
nudge you to call your friends and tell them about what you had seen, or call your boss to say you
are going to be a bit late.
So, the communication process in this example does not start with you, but with the road accident
you have witnessed.

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What are models of communication?

According to Denis McQuail, “a model is a selective representation in verbal or diagrammatic form

In other words, models of communication provide us with a visual representation of the

Categories of Model of Communication:

The main elements in these models are:

Laswell’s Model example

2. THE SHANNON-WEAVER MODEL

Maybe the most popular model of communication is the Shannon-Weaver model.

The Osgood-Schramm model is a circular model of communication, in which messages go in two

There are four principles in this model:

1. Communication is circular— individuals involved in the communication process are

The Osgood-Schramm Model example

Aside from that, the role of feedback is also significant.

This model consists of nine crucial components:

The Westley and Maclean Model example

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