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1. Process of Communication

2. 1.The Linear Concept
• The earliest conceptualization of communication involved the
following five basic questions
• Who?
• Says What?
• On Which Channel?
• To whom?
• With what effect?

3. 2.The Linear Model
Sender Message Media Message Receiver Action

4. 3.Shannon – Weaver Model
Noise
Information Decoding
Encoding Channel Destination
Source Process
Feedback

5. 4.How Communication Takes Place
1.Source
2.Selects 3.Sends
creates
channel messages
message
Feedback Noise
5.Filters
6.Interprets • Experience 4.Receiver
message • Knowledge gets message
• Feelings

6. Example
An organization's policy to be circulated among all
Ideation employees through news bulletin.
The editor/person who writes the policy.
Encoder
The content (policy details) and the words/pictures
Message
used to convey the policy to the employees.
The medium – in this case the news bulletin.
Channel
The audience of the message – for whom the
Receiver policy is intended and who read the bulletin.
Employee’s reaction to the policy communicated.
Feedback