The document outlines key tenets, factors, and models of communication, emphasizing that communication is pervasive, continuous, and complex. Several communication models are discussed, including Aristotle's speaker-focused model, Laswell's one-way model, Shannon and Weaver's information theory model, Jakobson's six functions of language, Berlo's linear model, and Schramm's interactive model. Additionally, it highlights the importance of the gatekeeper model in mass communication, which underscores the role of media in controlling information dissemination.

1. PURPOSIVE
COMMUNICATION

2. LESSON 4: TENETS,
FACTORS, AND MODELS
OF COMMUNICATION

3. TENETS OF
COMMUNICATION

4. TENETS OF COMMUNICATION
A. COMMUNICATION IS EVERYWHERE
B. COMMUNICATION IS CONTINUOUS
C. COMMUNICATION IS COMPLEX
D. COMMUNICATION IS PREDICTABLE

5. E. Communication is a multi level activity
F. Communication is a level of means
G. Communication is a process
H.You cannot say “no” into communication
E. Message not meaning is communicated

6. FACTORS IN
COMMUNICATION
(SENDER)

7. 1. COMPETENCE
-the audience evaluates the speaker as
to their knowledge of the subject
matter talked about as well as
experience in the topic

8. 2. TRUSTWORTHINESS
This covers the reliability of the
speaker

9. 3. DYNAMISM
It is an electricity of life. It is similar to
aggressiveness, force, energy; loud or
soft voice

10. 4. POWER
The physical figure standing before and
audience is power. His appearance,
social status, or the title adds factor in
communication

11. 5. GOODWILL
Does he/she speak with sincerity?
Coming from the heart? Is it the truth?

12. 6. IDEALISM
The speaker is emulated as having
values worthy of evaluation

13. 7. EMPATHY
Can his audience put themselves in his
shoes? Does he have emotional
intelligence? Can I relate myself in the
same situation?

14. MODELS OF
COMMUNICATION

15. ARISTOTLE’S MODEL
•The first and earliest model of
communication.
•Mainly focused on speaker and speech.
•The Aristotle’s communication model is
a speaker centered model as the speaker
has the most important role in it and is the
only one active.

16. ARISTOTLE’S MODEL
•It is the speaker’s role to deliver a
speech to the audience. The role of
the audience is passive, influenced by
the speech. This makes the
communication process one way, from
speaker to receiver.

17. ARISTOTLE’S MODEL
SPEAKER SPEECH AUDIENCE EFFECT
OCCASSION

18. LASWELL’S MODEL
•Laswell’s Model culminates with the
outcome or effect of communication
•Communication is a one-way process
in which only the communicator is the
active participant

19. LASWELL’S MODEL
•The recipient processes the
information but does not reciprocate
the message.
•In this model, the sender
communicates to the receiver through
a one-way channel.

20. LASWELL’S MODEL
•Best examples are radio and television
broadcasting where the listeners
receive the information but there is no
means for immediate feedback
•Other examples: magazines,
newspapers, books

21. LASWELL’S MODEL
COMMUNICATOR
MESSAGE MEDIUM RECEIVER EFFECT
WHO
SAYS
WHAT
WHICH
CHANNEL
TO
WHOM
WITH
WHAT
EFFECT

22. SHANNON AND WEAVER’S MODEL
•The model resembles Laswell’s
framework
•Both employees of the Bell Telephone
Laboratory came up with a model that
resembled the transmission of a
telephone message

23. SHANNON AND WEAVER’S MODEL
•Also known as the Information
Theory/Telephone Model
•Primarily concerned with the
transmission of electronic
information

24. SHANNON AND WEAVER’S MODEL
THE PARTS OFTHE MODEL:
1. Information source – produces a message or a sequence of messages to
be communicated to the receiving terminal
2.Transmitter – operates on the message in some way to produce a signal
suitable for transmission over the channel
3. Channel – is merely the medium used to transmit the signal from
transmitter to receiver (during transmission, or at one of the terminals, the
signal may be perturbed by noise)
4. Receiver – performs the inverse operation of that done by the transmitter,
reconstructing the message from the signal
5. Destination – is the person (or thing) for whom the message is intended

25. SHANNON & WEAVER’S MODEL
INFORMATION
SOURCE
TRANSMITTER RECEIVER DESTINATION
NOISE
SOURCE
message message
signal Received
signal

26. SHANNON AND WEAVER’S MODEL
•While the “information source” and “destination”
represent humans, the “Transmitter” and
“Receiver” stand for instruments, with the
“Signals” ranging from electronic signals to radio
waves to gestures
•The model also introduces the idea of noise
•Factors that hinders the understanding of
message: noise, heat, sound system malfunctions

27. JAKOBSON’S MODEL
Roman Jakobson
Six components:
1.Addresser – the sender of the message
2.Addressee – the receiver of the message
3.Context – the situation in which the message was given
4.Message – the idea to be expressed
5.Contact – the channel through which the message passes
6.Code – the form of the message

28. JAKOBSON’S MODEL
Six functions of language:
1.Cognitive – to inform
2.Emotive – to express feelings and/or reactions
3.Conative – to address
4.Phatic – to interact
5.Metalingual – the language over language
6.Poetic – to express thoughts in figurative language

29. JAKOBSON’S MODEL
CONTEXT
(Referential)
MESSAGE
(Poetic)
CONTACT
(Phatic)
CODE
(Metalingual)
ADDRESSER
(Emotive)
ADDRESSEE
(Conative)
1
2
3
4
5
6

30. SAUSSURE’S MODEL
•Ferdinand de Saussure (the Father of Modern
Synchronic Linguistics)
•A concept in the brain triggers a sound pattern
in the brain, then triggers an actual
pronunciation of a sound which goes out of the
mouth of a person and into the ear of the
listener where the process occurs in opposite
order

31. SAUSSURE’S MODEL
•The sound produces a sound pattern in the
brain, and the sound pattern in the brain
produces a concept.
•The sound pattern is different from the actual
sound produced by the mouth or heard by the
ear
•It has been called as the speech circuit model

32. SAUSSURE’S MODEL

33. BERLO’S MODEL
• The sender sends a message based on his
knowledge of the subject, ability to communicate,
attitudes particularly toward the sender and
everything else, social system and culture.
• The message is composed of elements that are
arranged in a particular structure in a particular
form (musical, poetic, prose).
• The content (entirety) of the message is conveyed
in a particular way (treatment).

34. BERLO’S MODEL
• The channel is the sense used to observe the
message.
• The receiver decodes the message based on
similar personality components as the sender.
• Berlo’s model includes verbal and nonverbal
aspects of communication. It is a linear type
of model.

35. BERLO’S MODEL

36. THE LINEAR, CONDUIT MODEL
•it focuses on the conduit or channel
•no feedback of the receiver
•“input – process – output”
Examples:
printed materials (newspaper, magazines, books)
broadcast media (TV and Radio broadcast)

37. THE LINEAR, CONDUIT MODEL
SENDER RECEIVER
CHANNEL

38. SCHRAMM’S INTERACTIVE MODEL
•The interactive model explains communication
as a dynamics exchange
•The communicator and the recipient takes turns
to speak and to listen to each other
•Key element in interactive model is the
feedback: the reaction to the message

39. SCHRAMM’S INTERACTIVE MODEL
•The message is sent to the receiver
who, in turn, gives a feedback to the
sender. The process is repeated,
making the sender a receiver and the
receiver a sender. (this is called the
interactive process)

40. SCHRAMM’S INTERACTIVE MODEL

41. TRANSACTIONAL MODEL
•The model presents an even more
realistic view of communicative process:
a spontaneous rapid flow of ideas.
•The model takes also into account the
personal and professional background of
the participants.

42. TRANSACTIONAL MODEL
THREE IMPLICATIONS:
1. Implies the communication is on-going, and it
involves also continuing changing process
2. Each element of the transactional process exists
in relation to the other elements.
3. Individual background experiences, attitudes,
cultural beliefs, self-esteem play important role
in the communication process

43. TRANSACTIONAL MODEL

44. THE GATEKEEPER MODEL
•This model can represent mass communication
•The key players of mass media (newspapers, TV,
radio, internet) have access to information have
control over what is disseminated to the public.
•Media takes the role of the gatekeeper
•The MTRCB takes the function of a gatekeeper
reviewing and classifying movie films and television
programs

45. THE GATEKEEPER MODEL

46. END 
Thank you for reading!
-Sir Jiff