The Process of

COMMUNICATION
Department of Communication and Development Studies
Central Luzon State University
Science City of Muñoz, Nueva Ecija
 CONTENTS

Definition Elements Environment Levels Effective

& Process & Models Communication
 PART 1

DEFINING THE COMMUNICATION

 DEFINING THE COMMUNICATION

“sending” or “receiving”

✔ Connotes something one person does or give to someone else

“sharing”

✔ connotes something that two or more people do together.

Black and Bryant (1922) define communication as:

✔ the process by which individuals share meaning.

✔ the process by which an individual (the communicator)
transmits stimuli (usually verbal symbols) to modify the
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behavior of other individuals (communicatee).
✔ occurring whenever the information is passed from one
place to another. Not simply the verbal, explicit, and
intentional transmission of message; it includes all those
processes by which people influence one another.
Communication is…

✔ transmission of information, ideas, attitudes or emotion from

one person or group to another (or others) primarily through
symbols (Theodorson and Theodorson, 1969).
✔ may be defined as “social z0000
interaction through messages”
(Gerbner, 1967)
✔ a process by which a source sends a message to a receiver
by means of some channel to produce a response from the
receiver, in accordance with the intention of the source (SRA,
Sourcebook, 1996)
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According to Kincaid and Schramm:

Not all communication has to be

Not all communication takes place
human communication.
in words.

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Communication can take place over Communication not always require
large distances of space and time. two or more participants.

Not all participants in a communication Thinking is a form of

process have to be present at the same communication
time.
 8
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Communication as a process
and its four attributes:
SYSTEMATIC

A
Consist of group of
DYNAMIC elements which interact to
On-going; ever-changing, influence each other and
with no clear beginnings the system as a whole.
and endings.

SYMBOLIC B MEANING IS
PERSONALLY
INTERACTION
C
Language is a form of symbol. CONSTRUCTED
“The medium shapes the Meanings are in people,
message.” not in words.

D
 PART 2

ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
 ELEMENTS OF THE PROCESS
Berlo’s Model of Communication
(1961)

SOURCE MESSAGE CHANNEL RECEIVER EFFECT

FEEDBACK
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ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
SOURCE
Source
• refers to a person
不足or a group of persons “with a purpose, a
之二
reason for engaging in communication” (Berlo, 1961).
• The source
不足 initiates the communication process.
之三 to as the encoder, sender, information, source
• Also referred
or communicator.
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ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
SOURCE
Receiver
• refers to the person
不足or group of persons at the other end of
之二
the communication process.
• He or she
不足is the target of the communication (Berlo, 1961).
之三
• The receiver listens when the source talks; the receiver
reads what the source writes.
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ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
SOURCE
Message
• A source must have
不足something to transmit.
之二
• His or her purpose is expressed in the form of a message.
• The message
不足 may be an idea, purpose or intention that has
之三
been translated into a code or a systematic set of symbols
(Berlo, 1961).
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A message has three factors:

1. Message code – any group of symbols that can be structured in a way

that is meaningful to some person. Thus, language (sounds, letter and
SOURCE
words) is a code because its contains elements that are arranged in
meaningful orders.
不足
2. Message content 之二 – is the material in the message selected by the
source to express his/her purpose. Ex: research report (included writers
不足information presented, conclusions drawn.
assertion’s,
3. Message 之三treatment – decisions that the communication source makes
in selecting and arranging both code and content. Ex: A journalist writes
an article (what information to include, the angle of the story, the words
he will use.)
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ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
SOURCE
Channel
• modes of encoding 不足 and decoding the messages
(e.g. speaking) 之二
• message 不足vehicles (sound waves)
• vehicle之三
carriers (air)
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ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
Channel SOURCE

• determined by: availability, money, source preferences,

不足
which channels are
之二 received by most people at the lower
cost, which channels have the most impact; which channels
不足
are adaptable
之三 to the purpose of the source; which
channels are most adaptable to the content of the
message.
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ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
Effect SOURCE
• The outcome of a communication or the response of the
不足
receiver to the message
之二 of the source.
• Sometimes it adheres to the desired outcome of the source,
不足
sometimes
之三 the effect is not the desired outcome.
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ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
Effect SOURCE
1. Overt Effect – obvious or visible; responses include non-
verbal cues (nodding of head, signing of a contract).
2. Covert Effect – non-observable but sometimes they are
不足important.
the most
之三
* Communication can result in motivation or persuasion. It may
lead to awareness, interest, decision, or action.
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ELEMENTS OF THE PROCESS

Berlo’s Model of Communication
(1961)
Feedback
SOURCE
• When an individual communicates with himself, the
messages he encodes are fed back into his system by his
decoder (Berlo, 1960).
不足
• A communication response is feedback to both source and
之三
receiver.
• Feedback could take form of non-verbal or verbal cues.
GROUP ACTIVITY
 PART 3

LEVELS OF COMMUNICATION
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LEVELS OF COMMUNICATION

INTRAPERSONAL INTERPERSONAL MASS

COMMUNICATION COMMUNICATION COMMUNICATION
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LEVELS OF COMMUNICATION

1. Intrapersonal Communication
✔ communication with oneself.
2. Interpersonal Communication
✔ often defined as face-to-face communication
✔ person-to-person communication – communication between one person,
a group, or a room full of people at one time but still on a person-to
person basis.
3. Mass Communication
✔ A communication that employs technological devices (radio, television,
films) to disseminate symbolic content to large, heterogeneous, and
widely dispersed audiences (Janowitz, 1968 and McQuail, 1981).
✔ Communicating with large group of people at one time through the use of
social media.
PEOPLE CANNOT NOT COMMUNICATE
 MODELS OF COMMUNICATION

1. Laswell’s Model
• Harold D. Laswell, an American political scientist.

S M C R E
Who? Says What? In which To whom? With what
channel? effect?

• Limitations: omits the elements of feedback; the model took for granted
that the communication is mainly a persuasive process.
 MODELS OF COMMUNICATION

2. Shannon and Weavers “Mathematical” Model

• Claude Shannon and Warren Weaver were engineers working for Bell
Telephone Company.
• the model answered the questions
Message Received Message
Signal
Signal
Information Transmitter Receiver Destination

Noise
Source

• one-way linier model

• introduced the element of noise – in technical aspect, noise is anything
that disrupts the transmission of a signal; in human communication
context, noise is anything that disrupts the smooth flow of communication.
 MODELS OF COMMUNICATION

3. Newcomb’s Model
X
• Introduces the role of communication in a
society or social relationship.
• Communication maintains equilibrium within
a social system
• If A and B have similar attitudes about X,
then the system is in equilibrium. Should
their attitudes differ, then there is no A B
equilibrium and A and B must communicate
to find a way to put their system in balance.
 MODELS OF COMMUNICATION

4. Osgood and Schramm’s Model

Message
• Wilbur Schramm and Charles
Osgood
• Compares their model to Shannon Encoder Encoder
and Weaver’s (focus on channel) Interpreter
Interpreter
• Schramm and Osgood model
Decoder Decoder
focuses on the actors in the
communication to be equal in
performing the tasks of encoding, Message
interpreting, and decoding
messages.
 MODELS OF COMMUNICATION

4. Osgood and Schramm’s Model Message

• Cyclical representation
Encoder Encoder
“…it is misleading to think of Interpreter Interpreter
communication process as starting
Decoder Decoder
somewhere and ending somewhere.
It is really endless (Schramm, 1954)
Message
 MODELS OF COMMUNICATION

5. Dance’s Helical Model

• Portrays the communication
process as moving.
• Shows the dynamism of the
communication process
• May be used to illustrate
information gaps and the thesis
that knowledge tends to create
more knowledge.