MODELS OF

COMMUNICATION
3 CATEGORIES
Models of Communication
 LINEAR MODEL
A one-way communication model is a linear process
where information flows in a single direction, from a
sender to a receiver, without any feedback or
interaction from the receiver. This model is often used
in situations where the sender needs to convey a
message to an audience with no immediate response
required or expected.
 LINEAR MODEL
Examples:
1. Public Announcement
2. TV Commercial
3. Written Memo
Linear forms of communication are most commonly
used for business announcements, such as broadcasts,
press release statements, and marketing campaigns
 INTERACTIVE
MODEL
Communication is a two-way process with feedback
occurring in a somewhat sequential manner. It
emphasizes the roles of sender and receiver and
recognizes feedback but often does not capture the
simultaneous nature of communication.
 INTERACTIVE
MODEL
The interactional model recognizes the role of
feedback but does not emphasize the real-time and
simultaneous nature of communication.
Senders and receivers are distinct roles, with each
party shifting between these roles throughout the
conversation. There is a clear distinction between who
is sending and who is receiving at different points in
time.
 INTERACTIVE
MODEL
Example:
Team meeting where members discuss ideas, ask
questions, and provide feedback.
 TRANSACTIONAL
MODEL
The transactional model views communication as a
simultaneous, interactive process. Participants are both
senders and receivers at the same time, with
communication being a continuous and ongoing
exchange rather than a sequential one.
 TRANSACTIONAL
MODEL
The transactional model views communication as a
simultaneous, interactive process. Participants are both
senders and receivers at the same time, with
communication being a continuous and ongoing
exchange rather than a sequential one.
 TRANSACTIONAL
MODEL
Feedback is immediate and continuous, with both
parties engaging in real-time exchanges. The
transactional model emphasizes the real-time nature of
feedback and its impact on the ongoing interaction.
 TRANSACTIONAL
MODEL
Feedback is immediate and continuous, with both
parties engaging in real-time exchanges. The
transactional model emphasizes the real-time nature of
feedback and its impact on the ongoing interaction.
 MODELS OF
COMMUNICATION
UNDER
LINEAR MODEL.
ARISTOTLE
MODEL
ARISTOTLE MODEL
Proposed by the ancient Greek
philosopher Aristotle, focuses on
Persuasive Communication. The
sender aims to influence the
receiver's beliefs or actions by
presenting convincing arguments.
ARISTOTLE MODEL
a) Ethos (Credibility): The sender
establishes their credibility and expertise on
a topic to gain the receiver’s trust.

b) Pathos (Emotions): The sender appeals to

the receiver's emotions to create a
connection and influence their decision-
making.
ARISTOTLE MODEL
3. Logos (Logic): The sender uses logical arguments
and evidence to back their message, employing
facts, statistics, and reasoning to persuade the
recipient.

4. Call to Action: The sender ends by encouraging the

recipient to take a particular action, such as
purchasing a product, backing a cause, or altering
their behavior. They highlight the advantages or
outcomes of heeding their guidance.
ARISTOTLE MODEL
Example:

In a class presentation about recycling, a student

establishes credibility by sharing their research
and evokes emotions by highlighting the positive
impact on endangered animals. Lastly, they
present logical reasons for recycling. They
conclude by urging classmates to take action
and actively participate in recycling efforts.
LASSWELL’S
MODEL
LASSWELL’S MODEL
It offers a structured approach to
understanding the basic elements of
Communication. This includes the sender,
message, channel, audience, and effect. It
outlines five key elements that are essential in
any communication process. It is often used to
analyse and understand the process of
Communication. It was developed by Harold D.
Lasswell in 1948
LASSWELL’S MODEL
a) Who: It addresses the question of who is
sending the message.

b) Says what (Message): This question

pertains to the content or message being
communicated. It examines the specific
information, ideas, or opinions being shared.
LASSWELL’S MODEL
e) With what effect: It examines the
impact or effect of the Communication
on the audience. This includes
evaluating whether the message was
understood, influenced opinions, or
prompted desired actions.
SHANNON-
WEAVER MODEL
SHANNON-WEAVER MODEL
It was developed by Claude Shannon and
Warren Weaver in 1949, is one of the most
foundational models in the field of
communication theory. It is a widely
recognised model that addresses the
impact of "noise" on Communication. In
simple terms, it refers to any factors that
can disrupt the message.
BERLO’S SMCR MODEL
BERLO’S MODEL
David Berlo's SMCR model, introduced in
1960, is a communication model that
focuses on the components of
communication and the process by which
messages are transmitted and received.
BERLO’S MODEL
According to Berlo’s model, for successful
communication, the source and the receiver
need to have some commonalities.
 MODELS OF
COMMUNICATION
UNDER INTERACTIVE
MODEL
OSGOOD-SCHRAMM
MODEL
OSGOOD-SCHRAMM MODEL
Introduced by Osgood and Schramm, this is
a circular model of communication where
everyone involved in an interaction is
treated equally. The sender and receiver in
this model aren’t differentiated; instead,
they’re simply defined as two parts of a
valuable conversation.
WESLEY-MACLEAN
MODEL
WESLEY-MACLEAN MODEL
The Wesley-MacLean model of communication,
developed by Harold D. Wesley and L. Bruce
MacLean in the 1950s. Typically used when
describing mass communication between groups,
the Westley and Maclean model introduces
various additional factors to discussions, such as
environmental and cultural elements. According to
this model, the process of communication begins
with environmental factors rather than a sender or
source producing information.
WESLEY-MACLEAN MODEL
As one of the most complex models, this
framework consists of nine components, including
the environment, sensory experience, source or
sender, object or orientation of the source,
receiver, the orientation of the receiver, feedback,
gatekeepers, and opinion leaders.
MODELS OF
COMMUNICATION
UNDER
TRANSACTIONAL
MODEL
BARLUND’S MODEL
BARLUND’S MODEL
It emphasizes that
Communication is not a one-
way process but rather a
simultaneous exchange of
messages between the sender
and receiver.
BARLUND’S MODEL
In this Model, both verbal communication
and nonverbal cues, such as body language
and context, play significant roles in
conveying meaning. It highlights the
importance of shared meaning, where both
parties actively participate in interpreting
and understanding the messages being
exchanged.
BARLUND’S MODEL
Example: Imagine two colleagues engaged
in a discussion during a team meeting. As
one colleague presents a new idea, the
other listens attentively, nodding and
providing verbal feedback. They exchange
nonverbal cues like facial expressions and
gestures, actively participating in the
conversation.
DANCE’S HELICAL MODEL
DANCE’S HELICAL MODEL
Created by Frank Dance, is a visual
representation of communication
that conceptualizes it as a
continuous, evolving process.
DANCE’S HELICAL MODEL
This spiral evolves over time, incorporating
feedback for deep understanding and
creating shared meaning. It emphasizes the
iterative nature of Communication and
encourages ongoing learning for effective
and meaningful interactions. The spiral
shape symbolizes how Communication
continually evolves and builds upon
previous interactions.
DANCE’S HELICAL MODEL
Example: Imagine a student and a teacher
discussing a complex topic. As the
conversation progresses, the student’s
understanding deepens. This leads to new
questions and insights. With each interaction,
the Communication spiral of Dance’s Helical
Model unfolds. As a result, it allows for
continuous growth and a richer knowledge
exchange between the student and teacher.
 BRING THE
FOLLOWING
ASSIGNMENT MATERIALS:

1 BONDPAPER
1 MARKER