What Are Communication Models
What Are Communication Models
Now that we have seen what communication models are and why they are important for our
workplace communication, it is time we take a closer look at the 8 models of communication.
8 Major communication models
There are 8 major models of communication, which can be divided into 3 categories:
1. Linear models of communication — They only look at one-way communication. The most
prominent linear models of communication are:
1. Aristotle’s communication model,
2. Lasswell’s communication model,
3. The Shannon-Weaver communication model, and
4. Berlo’s S-M-C-R communication model.
2. Interactive models of communication — They analyze two-way communication. These are
the following:
1. The Osgood-Schramm communication model, and
2. The Westley and Maclean communication model.
3. Transactional models of communication — They illustrate two-way communication where
the message gets more complex as the communication event progresses. These include:
1. Barnlund’s transactional communication model, and
2. Dance’s Helical communication model.
In the following paragraphs, we will analyze each of these models in detail, starting with linear
models.
Linear models of communication
The linear communication model is straightforward and used mainly in marketing, sales, and PR, in
communication with customers.
What is a linear model of communication?
Linear communication models suggest that communication takes place only in one direction.
The main elements in these models are:
The channel,
The sender, and
The receiver.
Some linear models of communication also mention noise as one of the factors that have a role in
the communication process. Noise acts as the added (background) element that usually distracts
from the original message.
But, we’ll talk more about the role of noise in the communication process later on. For now, let’s
start with the basic elements of the linear communication model.
As illustrated in the linear communication model diagram below, this communication model is
pretty straightforward.
A
ristotle’s communication model diagram
Aristotle’s communication model example
Picture this:
Professor Hustvedt is giving a lecture on neurological disorders to her students.
She delivers her speech persuasively, in a manner that leaves her students mesmerized.
The professor is at the center of attention, whereas her audience — her students — are merely
passive listeners. Nevertheless, her message influences them and makes them act accordingly.
So, in this situation, professor Hustvedt is the speaker, and her lecture on disorders is the act of
speech.
The occasion in question is a university lecture, while the students are her target audience.
The effect of her speech is the students gaining knowledge on this subject matter.
One of the major drawbacks of this model is that it does not pay attention to the feedback in
communication because the audience is passive.
2. Lasswell’s model of communication
The next linear model on our list is Lasswell’s Model of mass communication.
What is Lasswell’s model of communication?
Lasswell’s communication model views communication as the transmission of a message with the
effect as the result.
The effect in this case 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.
What are the main elements of Lasswell’s communication model?
Lasswell’s model aims to answer the following 5 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?
The answers to these questions offer us the main components of this model:
Communicator,
Message,
Medium,
Audience/Receiver, and
Effect.
If we take a look at Lasswell’s communication model diagram below, we can get a better
understanding of how these main components are organized.
Lasswell’s communication model diagram
Lasswell’s communication 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 suitcases 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.
So, in this instance, Mr. Sanders is the communicator.
The message he is conveying is the promotion of his brand of suitcases as the best.
The medium he uses is television.
His audience consists of evening TV viewers in the US.
The effect he is achieving by doing this is raising brand awareness and increasing sales revenue.
3. The Shannon-Weaver model of communication
Maybe the most popular model of communication is the Shannon-Weaver model.
Strangely enough, Shannon and Weaver were mathematicians, who developed their work during
the Second World War in the Bell Telephone Laboratories. They aimed to discover which channels
are most effective for communicating.
So, although they were doing research as part of their engineering endeavors, they claimed that
their theory is applicable to human communication as well.
And, they were right.
What is the Shannon-Weaver model of communication?
The Shannon-Weaver communication model, therefore, is a mathematical communication concept
that proposes that communication is a linear, one-way process that can be broken down into 5 key
concepts.
What are the main elements of the Shannon-Weaver communication model?
As the Shanon-Weaver communication model diagram below shows, the main components of this
model are:
Sender,
Encoder,
Channel,
Decoder, and
Receiver.
The Shannon-Weaver communication model diagram
Shannon and Weaver were also the first to introduce the role of noise in the communication
process. In his book Introduction to Communication Studies, John Fiske defines noise as:
“Anything that is added to the signal between its transmission and reception that is not intended by
the source.”
The noise appears in the form of mishearing a conversation, misspelling an email, or static on a
radio broadcast.
The Shannon-Weaver communication 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 of 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.
Let’s take a moment to briefly analyze this example.
Paula is the sender, her mouth being the encoder.
The meeting she held was the channel.
Julian’s ears and brain were decoders, and Julian was the receiver.
Can you guess Peter’s role?
Yes, he was the noise.
The trouble in this process was the lack of feedback. Had Julian asked Paula for clarification after
Peter interrupted her, the whole communication process would have been more effective, and
there would have been no mistakes.
Updated version of the Shannon-Weaver communication model
Since the original version didn’t include it, the principle of feedback was added to the updated
version, so the model provided a more truthful representation of human interaction.
The concept of feedback was derived from the studies of Norbert Wiener, the so-called father of
cybernetics.
Simply put, feedback is the transfer of the receiver’s reaction back to the sender.
It allows the speaker to modify their performance according to the reaction of the audience.
Maybe the most important function of feedback is the fact that it helps the receiver feel involved in
the communication process.
That makes the receiver more receptive to the message because they feel their opinion is being
taken into account.
🎓 Pumble Pro Tip
In addition to being an important element in this communication model, feedback is also an
integral part of effective workplace communication. To find out more about why it’s essential and
how to practice it in the workplace, take a look at our resources:
How to give constructive feedback when working remotely
How to ask your manager for feedback
Feedback vs feedforward: Moving from feedback to feedforward
An example that shows a misunderstanding due to the cultural differences in celebrating certain
holidays (Pumble business messaging app)
Get started with Pumble
Why was there a misunderstanding in this conversation even though everything seemed fine at
first glance?
This misunderstanding has arisen due to cultural cues.
Namely, Catherine had thought that Irene wanted a day off on July 4th.
However, Irene comes from Canada and celebrates Independence Day on July 1st.
On that day, she does not show up at work to Catherine’s bewilderment, because she has expected
Irene to take a day off on July 4th, on US Independence Day.
So, due to cultural cues, there was a misunderstanding between them.
Still, this misunderstanding could have easily been avoided, had they cleared up the dates by
providing each other with feedback.
8. Dance’s Helical model of communication
According to Dance’s Helical model of communication, with every cycle of communication, we
expand our circle.
Therefore, each communication encounter is different from the previous one because
communication never repeats itself.
What is Dance’s Helical communication model?
Dance’s Helical communication model views communication as a circular process that gets more
and more complex as communication progresses.
That is why it is represented by a helical spiral in the Dance’s Helical communication model diagram
below.
Wrapping up: Communication models help us solve our workplace communication problems
Communication in real life might be too complex to be truly represented by communication
models.
However, models of communication can still help us examine the steps in the process of
communication, so we can better understand how we communicate both in the workplace and
outside of it.
Let’s sum up the key takeaways from this guide.
In this guide, we have covered the most important models of communication, divided into 3
categories:
Linear models — Mainly used in marketing, sales, and PR, in communication with customers,
these models view communication as a one-way process.
Interactive models — Used in internet-based and mediated communication, they refer to
two-way communication with indirect feedback.
Transactional models — The most complex models of communication, which best reflect the
communication process.
Although none of these models represent our communication 100%, they can help us detect and
solve potential problems and improve our communication skills.
References:
Beebe, S. A., Beebe, S. J., & Ivy, D. K. (2022). Communication: Principles for a lifetime.
Pearson Education Limited.
Berlo, David K. (1960). The Process of Communication. Harcourt School.
Encyclopædia Britannica, inc. (n.d.). Models of communication. Encyclopædia Britannica.
Retrieved September 7, 2023, from
https://www.britannica.com/topic/communication/Models-of-communication
Fiske, J. (2011). Introduction to communication studies. Routledge.
Hartley, J. (2020). Communication, cultural and Media Studies: The key concepts. Routledge.
Iyer, N., Veenstra, A. S., & Sapienza, Z. (2015, January 1). Reading Lasswell’s model of
communication backward: Three scholarly misconceptions. Mass Communication and
Society. Retrieved September 7, 2023, from
https://www.academia.edu/13182400/Reading_Lasswells_Model_of_Communication_Back
ward_Three_Scholarly_Misconceptions
Jones, R. G. (2018). Communication in the real world. Flat World Knowledge.
Learning, L. (n.d.). Principles of public speaking. Principles of Public Speaking | Simple Book
Production. Retrieved September 7, 2023, from
https://courses.lumenlearning.com/publicspeakingprinciples/
McQuail, D. (2012). McQuail’s mass communication theory. SAGE.
McQuail, D., & Windahl, S. (2016). Communication models: For the study of Mass
Communications. Routledge.
MSG Management Study Guide. Communication Models – Aristotle, Berlos, Shannon and
Weaver, Schramms. (n.d.). Retrieved September 7, 2023, from
https://www.managementstudyguide.com/communication-models.htm
Pierce, T., & Corey, A. M. (2009). The evolution of human communication: From theory to
practice. EtrePress.
Schramm, W. (1955). Information theory and mass … – journals.sagepub.com. SAGE Journals.
Retrieved September 7, 2023, from
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