MODELS

OF
COMMUNICATION
Reported by:

 Ma. Veronica L. Cudia  Jenalyn R. Jumaquio

 Eurika Jane C. Navarro  Ephraim S. Santos
LINEAR MODEL
 Berlo’s Model of Communication

 Aristotle’s Model of Communication

 Shanon – Weaver Model of Communication

 Laswell’s Model of Communication

DAVID BERLO

 Was an American communications

theorist. He taught at Michigan
State University and later served as
president of Illinois State University.
SOURCE
The sender of the message or
the person who originates the
message.
 COMMUNICATION KNOWLEDGE CULTURE
SKILL Familiarity with the A person from one
If the sender has good subject of the message culture might find
communication skills, the makes the communicated something offensive
message will be communicated message have its effect which is very much
better than if the sender’s more. accepted in another
communication skills are not culture.
good.

ATTITUDE SOCIAL SYSTEM

The person’s attitude Values, beliefs, laws,
towards self, the rules, religion and many
receiver and the other social factors affect
environment changes the the sender’s way of
meaning and effect of communicating the
the message. message.
MESSAGE
A message is the substance
that is being sent by the
sender to the receiver.
 CONTENT TREATMENT CODE
Content is the thing Code is the form in
Treatment is the way in
that is in the message. which the message
which the message is
The whole message is sent.
conveyed to the receiver.
from beginning to end
is the content.

ELEMENT STRUCTURE
The Elements are the non verbal The way it has been
things that tag along with the structured or arranged,
content like gestures, signs, affects the effectiveness of
language, etc. the message.
CHANNEL
 Channel is the medium used to send the
message.
 In general communication, the five
senses of a human being is the channel
for the communication flow and it affects
the effectiveness of the channel.
RECEIVER
 Receiver is the person who gets the
message sent in the process.
 Thinking pattern and all other
factors mentioned above must be in
sync to that of the sender for the
communication to be effective.
COMMUNICATION CULTURE
SKILL KNOWLEDGE Same cultural background
To undersand what the Should be at par with as the speaker.
speaker is trying to the speaker.
convey.

SOCIAL SYSTEM
ATTITUDE Should be the same
Understand the message social background as
in a positive way. the sender.
ARISTOTLE
 Greek philosopher and writer born in Stagira,
Northern Greece.

 While exploring the human nature

scientifically, Aristotle developed a linear
model of communication for oral
communication known as Aristotle’s Model of
Communication.
 Speaker centered model.
Speaker has the most important role and is
the only active one.
 Audience is passive.
This kind of speech is highly used during

public speaking.
 CRITICAL ELEMENTS OF A
GOOD COMMUNICATOR

ETHOS LOGOS
Characteristic that PATHOS Refers to the
makes a speaker logic behind the
credible. Emotional bonds that speech.
make the audience
captivated.
 ISSUES
 Thereis no concept of feedback, it is one way
from speaker to audience.

 There is no concept of communication failure

like noise and barriers.

 This model can only be used in public speaking.

 Claude Elwood Shannon Warren Weaver
Considered one of the founding Scientist
fathers of communication
For example:

 Brain might be the sender

 Mouth might be the encoder which encodes to a particular language
 Air might be a channel
 Another person's ear might be the receptor and his brain might be
the decoder and the receiver
 The noise present in the environment that disturbs them is the noise
 His response is the feedback.
Example of Shannon Weaver Model:

A businessman sends a message via phone text to his worker

about a meeting happening about their brand promotion. The
worker does not receive the full message because of noise. It
goes like this:
Businessman: We have a meeting at the office (“at 8 am” goes
missing due to phone network disruption or noise)
Worker (feedback) : At what time?
 Criticism of Shannon-Weaver model of
communication :
* It can be applied more for interpersonal
communication than group communication and mass
communication.

* Receiver plays the passive part in the communication

process as sender plays the primary role that sends
messages.
* Feedback is taken as less important in
comparison to the messages sent by the sender.

* The model is taken by some critics as a

“misleading misrepresentation of the nature of
human communication” as human communication
is not mathematical in nature.
 Developed by communication
theorist Harold D. Lasswell (1902-1978) in
1948.

 Action model or linear model or one

way model of communication)

 One of the most

influential communication models.
 Control analysis helps the sender to have all the power.
 Content analysis is associated to stereotyping and representation of
different groups politically. It is also related to the purpose or the
ulterior motives of the message.
 Media analysis represents which medium should be used to exercise
maximum power against the receivers.
 Audience analysis shows who are the target population to be
manipulated or brain-washed.
 Effect analysis is done before the process starts. It is used to
predict the effect of message over the target population to be
exploited.
 Criticism of Lasswell’s
model of communication
 The major criticism of Lasswell’s Model is that it does not include
feedback and it ignores the possibility of noise. Without feedback, a
communication process can not be fruitful. Lasswell’s model is very
linear and does not consider barriers in the communication process.

 The model is also criticized for being very general and only including
very traditional topics. The model is very simplistic. The model is
said to be propaganda based as it is more focused on the resulting
outcome and generally used for media persuasion.
TRANSACTIONAL MODEL
Helical Model of Communication

Barlund’s Model of Communication

Becker’s Model of Communication

 Frank E. X. Dance

 is an American
communication professor
at University of Denver
 A helix is a three dimensional spring like curve in the shape of a cylinder
or a cone.

 Helical model of communication introduces the concept of time where

continuousness of the communication process and relational interactions
are very important.

 Communication is taken as a dynamic process in helical model of

communication and it progresses with age as our experience and
vocabulary increases.

 Communication is supposed to be continuous and non-repetitive. It is

always growing and accumulative.
 Dean Barnlund
 Proposed by Dean Barnlund in 1970
 Presents a multi- layered feedback system for all
parties involved, and recognizes that anyone can be a
sender and receiver at the same time.
 Layers of feedback consist of verbal and non verbal
cues.
 Most systematic of the fuctional models
 COMPONENTS OF BARLUND’S MODEL
Cues refers to the signs for doing something.

 Public cues (Cpu) are physical, environmental or artificial and natural

or man-made.

 Private cues (Cpr) are also known as private objects of orientation

which include senses of a person.

 Behavioral cues can be verbal (Cbehv) as well as non-verbal

(Cbehnv).
The jagged lines show that the
availability of cues can be unlimited
and are denoted as VVVV.
The valence signs, +,0 and – are also
attached to these types of cues which
illustrates the amount/degree/strength
of attractiveness of the cues in the
message.

Speech act refers to particular instance

of communication in the model.

Filters are the realities of people

engaged in communication. Here the
senders’ and receivers’ personal filters
might differ according to cultures,
traditions, content of the message, etc.
Noise and disturbs the message flow.
ADVANTAGES OF BARNLUND’S TRANSACTIONAL
MODEL OF COMMUNICATION
 The model shows shared field experience of the sender and
receiver.

 Transactional model talks about simultaneous message

sending, noise and feedback.

 Barnlund’s model is taken by critics as the most systematic

model of communication.
 DISADVANTAGES OF BARNLUND’S
TRANSACTIONAL MODEL OF COMMUNICATION

 Barnlund’s model is very complex.

 Both the sender and receiver must understand the codes

sent by the other. So they must each possess a similar
“code book”..)
 Samuel L. Becker
Distinguished Professor Emeritus (1923-2012)
• Becker links complex communicative events to the activity of a
receiver who moves through a constantly changing cube or
mosaic of information.

• The layers of the cube correspond to layers of information. Each

section of the cube represents a potential source of information;
note that some are blocked out in recognition that at any given
point some bits of information are not available for use.

• Other layers correspond to potentially relevant sets of

information
COMPONENTS OF BECKER’S MOSAIC
MODEL OF COMMUNICATION

1.) Empty cells– Unavailable messages or sources

2.) Vertical layers– Set of similar messages
3.) Cells– Messages and sources
4.) Receivers go through the cells in loops every time
 ADVANTAGES
• The mosaic model of communication shows the complexity of
communication and says communication is dynamic.

• The model explains why the exposure to message varies.

• The message is said to be interpreted in comparison to the

information available and relationship of the bit of information.
 DISADVANTAGES

• The mosaic model of communication does not explain many

dimensions like environmental and social.

• The new bits of information are useless if the last bits are lost.
INTERACTIONAL MODEL
Schramm’s Model of Communication
Wilbur Lang Schramm
Father of Communication
Studies
 Encoder – Who does encoding or Sends the
message (message originates)

 Decoder – Who receives the message

 Interpreter – Person trying to understand (analyses,

perceive) or interpret
THANK YOU!