communication:meaning, definition & models.

1. COMMUNICATION: MEANING, DEFINITION
& MODELS.
11-08-2016 1
INSTRUCTOR:
D.K. MEENA
SPEAKER:
ABHINAV VIVEK.
B.Sc.(Ag.) 3rd Yr., INSTITUTE OF AGRICULTURE SCIENCES, BHU
RGSC, IAS BHU.

2. COMMUNICATION
 The term “COMMUNICATION” has been derived from the LATIN
word “COMMUNIS” meaning establishing ‘COMMONNESS’.
 It is a process of exchange of facts, ideas, opinions, and as a means that
individual or organization share meaning and understanding with one
another.
 The main purpose of communication is to influence the behaviour of
people exposed to the communication.
11-08-2016 2

3. Definition:-
 “Communication is the process by which two or more people
exchange ideas, facts, feelings or impressions in ways that each
gains a common understanding of the meaning, intent and use of
messages”.
-LEAGANS(1961).
 “Communication is the sum total of all the things that a person does,
when he wants to create an understanding in the mind of another. It
involves a systematic and continuous process of telling, listening and
understanding”.
-LOUIS A. ALLEN.11-08-2016 3

4. DRAWBACKS- No Medium & Feedback.
11-08-2016 4
Speaker Audience
Speech
(Message)

5. LASWELL’S (1948) MODEL:-
DRAWBACKS- 1. Feedback not mentioned.
2. Linear model.
11-08-2016 5
Communicator
(Who)
Message
(Says what)
Medium
(channel)
Receiver
(To whom)
Impact
(With what
effect)

6. SHANNON & WEAVER(1948):-
DRAWBACKS- Feedback was missing. Without feedback,
we don’t know if the receiver received or
understood our message.
11-08-2016 6
Source Transmitter Channel Receiver Destination
Noise

7. D DAVID BERLO (1960):-
11-08-2016 7
Source Message Channels. Receiver.
COMMUNICATION
SKILLS-
Attitude,
Knowledge,
Social system,
Culture.
Content,
Elements,
Treatment,
Structure,
Code.
Hearing,
Seeing,
Touching,
Smelling,
Testing.
Same as
source.

8. LEAGAN(1963):-
EXTENSION COMMUNICATION SYSTEM MODEL.
11-08-2016 8
Communicator Message Channel Treatment
Audience
Audience
response.

9. D ROGERS & SHOEMAKER(1971):-
11-08-2016 9
Source Message Channel Receiver Effects

10. 8/11/2016 10