communication theories

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DR. AAQIB ANWAAR BUTT COMMUNICATION THEORIES AND MODELS
Communication Theories and Models
SJMJ701A
Dr. Aaqib Anwaar Butt
Assistant Professor
School of Journalism and Mass Communication (SJMC)
K. R. Mangalam University Gurugram

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DR. AAQIB ANWAAR BUTT COMMUNICATION THEORIES AND MODEL
Unit I - Sessions:
Session 01: Communication: Definition, Types, Stages,
Session 02: Verbal Communication
Session 03: Non- verbal Communication
Session 04: Barriers to communication
Session 05:Mass Communication
Session 06:Models of Communication
Session 07: Extension of Audio and Visual Communication
Session 08: Types and channels of communication
Session 09: Process of communication
Session 10: Feedback and change agents
Session 11: Dyadic Communication
Session 12: Organizational Communication

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Session Over View- Key Learnings from the session
 In the previous session we discussed about the different forms of Mass
Communication.
 In this session we will be discussing about the Models of Communication.
 We will discuss about Linear, Interactive and Transactional Models of
Communication.
 We will also elaborate on the different aspects of these models and its
applicability to the contemporary communication process.
 The session will also introduce you with the conceptual understanding of
communication Models and their significance in designing and
implementing communication strategies necessary for the functioning of
Communication process.

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DR. AAQIB ANWAAR BUTT COMMUNICATION THEORIES AND MODEL
Sessions 06
Models of Communication

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Models of Mass Communication
According to Denis McQuail, “a model is a selective representation in verbal or diagrammatic form of some aspect of the dynamic process of mass communication.”
• Linear models
• 1. Aristotle’s Model
• 2. Laswell’s Model
• 3. The Shannon-Weaver Model
• Updated version of the Shannon-Weaver Model
• 4. Berlo’s S-M-C-R model
• Interactive models
• 5. The Osgood-Schramm Model
• 6. The Westley and Maclean Model
• 9 Key elements of communication in the Westley and Maclean Model
• Transactional models
• 7. Barnlund’s Transactional Model
• 8. Dance’s Helical Model

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Aristotle Model
 The model dates back to 300 B.C
 Designed to become a persuasive
communicator
 Idea of Rhetoric
Aristotle identified three elements that improve
communication:
Ethos — defines the credibility of the speaker.
Speaker gains credibility, authority, and power
by being an expert in a field of their choice.
Pathos — connects the speaker with the
audience through different emotions (anger,
sadness, happiness, etc.)
Logos — an important element that signifies
logic.
It is not enough for the speech to be
interesting — it needs to follow the rules of
logic.
1) Speaker
2) Speech
3) Occasion
4) Target audience
5) Effect

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Laswell Model (1948)
Elements
1) Who created the message?
2) What did they say?
3) What channel did they use
(TV, radio, blog)?
4) To whom did they say it?
5) What effect did it have on the
receiver?
Main Components of the Model
i. Communicator
ii.Message
iii.Medium
iv.Audience/Receiver
v. Effect

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Laswell Model of Communication
 George Gerbner the founder of the cultivation theory, expanded Laswell's
model in 1956 .
 Laswell's 5W model of communication was expanded by Richard
Braddock into a 7W model in his 1958 paper "An Extension of Laswell's
Formula".
 It includes two additional questions: "Under What Circumstances?" and
"For What Purpose?".
 The first question focuses on the importance of the context on
communication. The second question emphasizes that there may be a
difference between the sender's intention and the actual effect of the
message.

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Shannon and weaver model 1948

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Shannon and Weaver Model 1948
 The original model that Shannon and Weaver proposed did not have feedback.
 Norbert Wiener created the feedback step to address criticism of the model that
it was linear.
 Elements of Shannon and Weaver Model:-
 Sender
 Encoder
 Channel
 Decoder
 Receiver
 Shannon and Weaver were the first to introduce the role of noise in the
communication process.
 The noise appears in the form of mishearing a conversation, misspelling an
email or static on a radio broadcast.

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Berlo SMCR Model (1960)

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Sender or Source
 Sender- Source who creates and sends the message.
 Factors that affect the source are:-
 Communication skills:- reading, listening, speaking etc.
 Attitude:- One’s attitude in relationship to the audience, receiver and subject
changes the meaning and consequence of the message.
 Knowledge:- Familiarity with the subject of the message makes
communication more effective.
 Social systems:- Values, beliefs, religion and rules influence the way in which
the sender communicates the message, alongside location and circumstances.
 Culture:- Cultural differences may result in the message being interpreted
differently.

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Message
The message is the package of information or meaning that is sent from sender to
receiver.
The message can be sent in various forms, such as audio, speech, text, video or
other media.
The message is influenced by:
 Content:- The content of the message from beginning to end.
 Elements:- Elements are (non)verbal aspects, such as gestures and signs, that
may influence the message.
 Treatment:- Treatment refers to the way in which the message is sent, the
message’s packaging.
 Structure:- the structure of the message refers to the way in which it is
structured.
 Code:- The code of the message is the form in which the message is sent. This
may include text, language, video, gestures, music, etc.

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Channel
The channel is the medium used to send the message and involve
vision, sound, smell, taste or touch. Humans have the following senses:
 Hearing
 Seeing
 Touching
 Smelling
 Tasting
 Mass communication always involves technical tools, such as
phones, the Internet and television. In these cases, the transmitted
information is assimilated via vision and sound.

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Receiver
 The receiver is the person who receives and subsequently decodes the
coded message.
 In order to make communication as effective and smooth as possible,
Berlo’s SMCR Model of Communication assumes the receiver’s thinking
pattern must be in accordance with that of the sender.
 The same factors therefore influence this component in Berlo’s SMCR
Model of Communication.
 After all, the receiver decodes the message him/herself and gives it their
own meaning.

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Gate Keeping Model of Communication
 Shoemaker, Vos and Reese (2009) refer to gatekeeping as “the process of
selecting, writing, editing, positioning, scheduling, repeating, and
otherwise massaging information to become news”
 Developed by Kurt lewin during second world war.

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Gate Keeping Principles

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News Model derived from Gate Keeping

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Concept of News Value derived from Gate keeping Model

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Check Your Progress I
Fill in the gaps:
 …………….. introduced the concept of Feedback in Communication Models.
 Noise as an element was first introduced in which model of communication----------
 Aristotle's rhetoric is widely used in which form of Communication in
contemporary society…… .................... .
 Who developed the concept of gate keeping in communication.....................
 Who expanded the Laswell's 5W model in to 7 W’s ------------------------------.

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Check your Progress II
 What are the elements of Aristotle's Rhetoric Model ?
 Gate Keeping is a ban or boon in an organizational communication Model?
 What is the significance of Culture in Communication?
 “Globalization is shifting towards localization in terms of content
creation”. Critically evaluate the phrase with respect to Berlo’s model of
Communication?

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References
• Baran, S. J., & Davis, D. K. (2016). Mass communication theory.
• DeFleur, M., & DeFleur, M. H. (2016). The Two-Step Flow of
Communication Theory. In Mass Communication Theories (pp. 194-204).
Routledge.
• Fiske, J. (2010). Introduction to communication studies. Routledge.
• Mattelart, A. (1996). The invention of communication. U of Minnesota
Press.
• McQuail, D., & Windahl, S. (2015). Communication models for the study
of mass communications. Routledge.
• McQuail, D. (1987). Mass communication theory: An introduction. Sage
Publications, Inc.
• Narula, U. (2006). Communication models. Atlantic Publishers & Dist.