3. • most common model of
communication
• sender sends the information or a
message to the receivers to influence
them and make them respond and
act accordingly
• the sender is the active member and
the receiver is a passive one.
12. • coding and decoding are the two
essential processes of effective
communication
• emphasizes that the communication
is incomplete unless and until the
sender receives feedback from the
recipient
• Schramm believed that
communication is actually a two-
way process