Shannon & Weaver, Schramm
& Wood Model Of
Communication
Oral Communication ( Group 3 )
Shannon & Weaver Model Of
Communication
In 1948, Shannon was an American
mathematician, Electronic engineer and
Weaver was an American scientist both of
them join together to write an article in “Bell
System Technical Journal” called “A
Mathematical Theory of Communication” and
also called as “Shannon-Weaver model of
communication”.
This model is specially designed to develop
the effective communication between sender
and receiver. Also they find factors which
affecting the communication process called
“Noise”. At first the model was developed to
improve the Technical communication. Later
it’s widely applied in the field of
Communication.
The model deals with various concepts like Information source,
transmitter, Noise, channel, message, receiver, channel, information
destination, encode and decode.
Sender : The originator of message or the information source selects desire
message.
Encoder : The transmitter which converts the message into signals.
Note: The sender’s messages converted into signals like waves or Binary data
which is compactable to transmit the messages through cables or satellites. For
example: In telephone the voice is converted into wave signals and it transmits
through cables.
Decoder : The reception place of the signal which converts signals into
message. A reverse process of encode.
Note : The receiver converts those binary data or waves into message which is
comfortable and understandable for receiver. Otherwise receiver can’t receive
the exact message and it will affect the effective communication between
Receiver : The destination of the message from sender.
Note : Based on the decoded message the receiver gives their feed back to
sender. If the message distracted by noise it will affect the communication flow
between sender and receiver.
Noise: The messages are transferred from encoder to decoder through channel.
During this process the messages may distracted or affected by physical noise
like horn sounds, thunder and crowd noise or encoded signals may distract in
the channel during the transmission process which affect the communication
flow or the receiver may not receive the correct message.
Note : The model is clearly deals with external noises only which affect the
messages or signals from external sources. For example: If there is any
problems occur in network which directly affect the mobile phone
Practical Example of Shannon-Weaver model
of communication :
Thomson made call to his assistant “come here I want to see you”. During his call,
noise appeared (transmission error) and his assistant received “I want” only. Again
Assistant asked Thomson (feedback) “what do you want Thomson”.
Sender : Thomson
Encoder : Telephone (Thomson)
Channel : Cable
Noise : Distraction in voice
Reception : Telephone (Assistant)
Receiver : Assistant.
Due to transmission error or noise, Assistant can’t able to understand Thomson’s
messages.
*The noise which affect the communication flow between them.
Criticism of Shannon-Weaver model of
communication :
1. One of the simplest model and its general applied in various
communication theories.
2. The model which attracts both academics of Human
communication and Information theorist to leads their further research
in communication.
3. It’s more effective in person-to-person communication than
group or mass audience
4. The model based on “Sender and Receiver”. Here sender plays
the primary role and receiver plays the secondary role (receive the
information or passive).
5. Communication is not a one way process. If it’s behaved like
that, it will lose its strength. For example: Audience or receiver who
Schramm & Wood
Model of
Communication
Wilbur Lang Schramm
• The discipline of communication studies is credited to Wilbur
Schramm as its creator. He was the first person to call himself a
communication scholar, he established the first degree granting
in academic programs with the word communication in their
names. and he mentored the first group of communication
scholars.
• His most significant contribution was definitely the new
generation of communication Ph.D.s who, after studying under
Schramm af Standford, dispersed over the globe to advanve the
field.
• Wilbur Schramm, a well-known communication
theorist, developed a straight forward
communications model in his book. “The Process and
Effect of Mass Communication”. In the Model,
Schramm shown as Aristotle did, that communication
always requires three elements - the source, the
message, and the destination. Ideally, the source
encodes a message and transimit it to its destination
• Schramm's Model ofwhere
via some channels, Communication
the messagewas
is postulated
received
by
andWilbur Schramm in 1954, where he suggested that
decoded.
communication is a two-way process where both
sender and receiver take turns ro send and receive a
message.
• The Schramm Communication Model offersa classic
approach to and explanation of communication. It
can be used to determine how communication
between two people works when they're exchanging
information, ideas, or attitudes.
• The Model was adapted from the theories of another
theorist Osgood, so it is also known as Osgood and
Schramm Model of Communication or Encode-Decode
Model Of Communication. Thus Encoding and
Decoding are the two most important factors of
effective communication without which information
can never flow between two individuals.
The Five Components of the Schramm Communication Model
• Sender (encoder) - the person sending the message. For
effective communication to take place, the sender must
encode the message so it can be understood by the
receiver. This means ensuring the message is relevant,
essential, precise, clear, and legible.
• Receiver (decoder) - the person receiving the message
who must decode it by using reading, listening, or
interpretative skills. Decoding helps the receiver make
sense of the information being conveyed to them. The
Receiver is sometimes called the interpreter because
they work to analyze and understand the message.
Message - or the communication passed from the
sender to the receiver. It may take the form of text,
audio, video, or a combination thereof. In some
cases, the message may be communicated non-
verbally using body language or facial expression.
Feedback - where the receiver sends information back
to the sender based on the message they received.
When feedback occurs, the sender and receiver switch
roles and the process repeats until the communication
ceases.
Semantic Noise - or any interruption during the
communication process that disrupts the
message being sent. Noise may dilute or alter
the meaning of a message which results in
misinterpretation and is typically auditory.
Julia T. Wood
• Professor of Communication Studies and Humanities
Julia T. Wood specializes in the intersections of gender,
communication, and culture as well as intimate partner
violence, feminist theory, and personal connections. On
these subjects, she has authored or edited more than 20
books and 70 articles .
• Wood has received more than 30 awards and honors for
her work, including George H. Johnson Prize for Lifetime
Achievement in 2010, the CASE Award for Professor of
the Year in North Carolina in 1998, and Gender Scholar
WOOD MODEL OF COMMUNICATION
• Julia wood's model portrayed communication as a
dynamic progress which continually chnages over time
depending on previous interactions.
• It described as symbolic interaction model for
understanding human communication. Her model depicts
human communication as a dynamic and systematic
process in which communicators create meaning through
interactions with symbols.
• The sender and receiver of Shared field Symbolic
interactions the message are labeled as communicators,
Schramm & Wood Model Of
Communication
Schramm (1955) in Wood (2009) came out with a
more interactive model that saw the receiver or
listener providing feedback to the sender or
speaker. The speaker or sender of the message
also listens to the feedback given by the receiver
or listener. Both the speaker and the listener take
turns to speak and listen to each other. Feedback is
given either verbally or non-verbally, or in both
ways. This Model also indicates that the speaker
and listener communicate better if they have
ADVANTAGE
S
• Circular communication gives oppurtunity to both
parties to give their opinion.
• As it is dynamic and ever changing model, it is
helpful in general practice.
• Sender and Receiver interchanges and both are
equally active.
• Semantic Noise included as a concept helps in
understanding problems that can occur during
ADVANTAGE
S
• Feedback makes it easier to know if the message is
interpreted by the receiver as intended or not.
• Concept of interpretation makes the communication
effective.
• Field of experience (psychological effect) helps to
understand the communication process in many
other ways than the traditional ones.
• Concept of context makes the environmental factor
be included in interpretation of message and brings
DISADVANTAG
ES
• This Model can not deal with multiple levels of
communication and complex communication
processes.
• There can only be two sources communicating,
many sources complicates the process and the
model can not be implemented.
• Message sent and received might be interpreted
differently than intended.
GROUP 3
ROXIE ANGELIE GALLEON
RIZZA MAE ALVAREZ
YENNA HERSHEE RULLIN
KIRK MAMADO
CHRIS JOHN PADECIO
CHERRY MAE OBALLAS
PRECIOUS ESPINA
LOVELY PAÑARES
HERRA ANNA SACRO
