The linear model of communication describes one-way communication from a sender to a receiver without feedback. It has four key elements: a source that creates a message, a channel to deliver the message, the message itself, and a receiver of the message. Several classic models of linear communication are described, including Aristotle's model of public speaking, Lasswell's model examining who says what through which channel to whom with what effect, and Shannon-Weaver's model highlighting the role of encoding, sending, and decoding messages with the potential for noise. While linear communication is practical for mass media, it is limited by the lack of feedback and ability to convey multiple simultaneous messages.

1. Linear Model of
Communication
Comm Skills 102
T.T Masango
E. Mutikani

2. What is Linear Communication?
• Type of communication that only occurs one way i.e.
unidirectional
sender receiver
• It doesn't provide a means to respond to the message
• Limited interaction between the 2 parties
• Interaction occurs in an orderly, unambiguous manner
• No outside commotion or obstruction
• Examples include newspapers, radio & TV broadcast

3. Components of Linear Communication
• It has 4 important elements (S-M-C-R)
Source, Message, Channel & Receiver
SOURCE
RECEIVER
CHANNEL
MESSAGE

4. Models of Linear
Communication

5. Model of Communication
• This is the manner in which a sender decides to
communicate to a targeted audience
• The sender decides & chooses the method that best
suites their communication
• The are various models of linear communication
each with different effects on the 4 elements of
communication S-M-C-R

6. Aristotle
• Earliest mass communication model
• More focused on public speaking than interpersonal
communication
• 5 basic elements:
• Identifies 3 elements that improve communication:
ethos (credibility),
pathos (ability to connect)
logos (logical argument)
• Model neglects the role of feedback in communication.
speaker speech audience effect
Occasion

7. Lasswell’s Verbal Model
• Analyses one-way communication by asking 5 questions
• Effective model that provides a simple & practical way of critiquing a
message.
• Explores 5 elements that help explain the event under analysis in more
detail.
• Emphasis on the 'effect‘ - an observable & measurable change in the
receiver caused by identifiable elements in the process.
• Change in one of these elements changes the effect.

8. Lasswell’s Verbal Model

9. Shannon-Weaver

10. Shannon-Weaver
• Emphasizes the importance of encoding and
decoding messages
• Noise can occur during encoding, sending and
decoding
• Noise disrupts/alters a message between sender &
receiver.
• First to highlight the role of ‘noise’ in
communication

12. Berlo’s S-M-C-R
• Explains communication in four steps:
Source, Message, Channel & Receiver
• Gives detailed account of key elements in each step of
communication
• Source: communication skills of the sender, their attitude &
their culture
• Message: content, structure & code
• Channel: senses of hearing, seeing, touching, smelling, etc
• Receiver: attitude, knowledge and culture

13. Advantages of Linear Communication
1. Practical & uncomplicated for mass media
communication where feedback is not required
2. Simple and straightforward, making it easier to
understand and apply in different contexts
3. More efficient since messages are sent without
waiting for the receiver’s response
4. Helps ensure that only one message is delivered
at a time, thus avoiding any confusion or
misunderstanding between sender and receiver.

14. Disadvantages of Linear Communication
1. Does not allow for feedback from the receiver which can be
problematic
2. Does not account for any noise that may disrupt the flow of
communication and cause misunderstandings or confusion
3. Ineffective when multiple messages must be conveyed
simultaneously since it only allows for one-way
communication
4. Ensuring that everyone receives and understands the same
message can be difficult when multiple people are involved
5. Less effective when multiple stakeholders are involved, as
they often require two-way dialogue to make decisions

15. References
• ‘8 Communication Models Explained’, Knowledge Hub, 2022
<https://pumble.com/learn/communication/communication-models/> [accessed 11 May
2023]
• Alam, Shahnawaz, ‘What Is Linear Communication Model? Things You Need To Know
About It’, Voiceofaction, 2022 <https://voiceofaction.org/linear-communication-model/>
[accessed 11 May 2023]
• ‘Communication - Models of Communication | Britannica’
<https://www.britannica.com/topic/communication/Models-of-communication> [accessed
11 May 2023]
• Kobiruzzaman, M. M., ‘Linear Communication Model Examples With Advantages and
Disadvantages’, Newsmoor, 2023 <https://newsmoor.com/linear-model-of-communication-
examples-situation-advantages-disadvantages/> [accessed 11 May 2023]
• Sus (MA), Viktoriya, and Chris Drew (PhD), ‘Linear Model of Communication: Examples
and Definition (2023)’, 2023 <https://helpfulprofessor.com/linear-model-of-
communication/> [accessed 11 May 2023]