It explain the different models of communication

1. MODELS OF
COMMUNICATION
Dr J Balamurugan
DR J BALAMURUGAN, SSL, VIT, TN.

2. MODELS AND THEORIES OF
COMMUNICATION
•In the years before World War II mass communication per se was hardly
investigated.
•Scholars from different academic disciplines like history, philosophy,
sociology, etc., looked into the specific role of the mass medium bringing
about changes in society relevant to their discipline.
•Some basic studies were conducted but it lacked focus and direction.
•Decades later communication was studied in North American Universities
where degree programmes were offered in mass communication studies.
The entire subject of communication can be studied through two schools of
thought :
1. The Semiotics School
2. The Process School DR J BALAMURUGAN, SSL, VIT, TN.

3. THE SEMIOTICS SCHOOL
The foundations for semiotics was laid by Morris -1946, for the theory of
languages or symbols.
The semiotics school approaches communication as generation of meaning
a mixture of signs, symbols and messages, which the sender wants to
convey and expects a specific reaction from the receiver of the messages the
sign itself.
This study covers the ways the variety of codes have developed in order to
meet the needs of society and culture.
The focus of the semiotics school is on the text.
He divided it into three areas of general study: syntactic, semantics and
pragmatics.
SYNTACTIC: The study of how symbols relate to each other.
SEMANTICS: A study of symbol to referent relationship. DR J BALAMURUGAN, SSL, VIT, TN.

4. THE PROCESS SCHOOL
oThe school of thought looks at communication as a process a
simple transmission of messages and meanings which the sender
wants to convey irrespective of the reaction of culture and music
for under this category, because messages are not created with
any motive, but as an expression of the senders feelings or
emotions.
oThe receiver is free to interpret the message in his own way.
oThe process school of thought is also called as LINEAR school.
DR J BALAMURUGAN, SSL, VIT, TN.

5. THE DIFFERENCE BETWEEN THE
TWO SCHOOLS OF THOUGHT
The (linear) process schools and their models give the
text no more attention than other stages in the
process, while the semiotics school of thought
attaches primary importance to the text.
The status of the receiver or reader who in semiotics
is seen performing a very important role. The reader
ascertains meanings to texts.
DR J BALAMURUGAN, SSL, VIT, TN.

6. MODELS OF
COMMUNICATION
DR J BALAMURUGAN, SSL, VIT, TN.

7. MODELS
•The simplest definition of a model is that is an analogue.
•Models represent system or process. They are a symbolic way at
looking at systems to help us to think more lucidly.
•Models give us an idea of complicated objects or event in a general
way.
•The most important purpose of model building is to assist in the
development of more precise theories.
•Theories are not models and the most fundamental difference
between them Is that the theory is an explanation and the model is a
representation.
•A model can be constructed to describe a particular form of behavior
of which no theory exists or is inadequate. DR J BALAMURUGAN, SSL, VIT, TN.

8. ARISTOTLE’S MODEL –
RHETORIC MODEL
•This model was developed some 2000 years ago.
•Aristotle includes in this model the five essential elements of
communication : speaker, speech or message, audience, effect
and occasion.
•In his rhetoric model, Aristotle advices the speaker on
constructing a speech on different audiences on different
occasions for different effects.
•This model is most applicable for public speaking.
Speaker Speech Audience Effect
DR J BALAMURUGAN, SSL, VIT, TN.

9. ARISTOTLE’S MODEL – RHETORIC
MODELExample:
Alexander gave brave speech to his soldiers in the war field to defeat Persian
Empire.
Speaker – Alexander
Speech – About his invasion
Occasion – War Field
Audience – Soldiers
Effect – To defeat Persia
The religious icons such as Jesus, Buddha and others made the
people pursue their teaching in the framework of Classical
Rhetorical Theory.
All the great leaders in history, who influenced the masses by
their oratory power, used the classical rhetorical theory.
DR J BALAMURUGAN, SSL, VIT, TN.

10. LASSWELL’S MODEL-1948
•Lasswell states that in order to understand the process of mass
communication one has to understand each of the stages.
•This model stresses on the effect rather than the message itself.
•Effect means observable or measurable change in the receiver.
•It also suggests that any change in the elements will change the effect.
•Until the 1960s Laswell’s questions dominated the scene of mass media
research.
Commu
nicatio
n
Who
Messag
e
Say what
Mediu
m
In which
channel ReceiverTo whom Effect
With
what
effect?
DR J BALAMURUGAN, SSL, VIT, TN.

11. LASSWELL’S MODEL-1948
Example:
CNN News – A water leak from Japan’s tsunami-crippled nuclear
power station resulted in about 100 times the permitted level of
radioactive material flowing into the sea – operator Tokyo Electric
Power Co. said:
Who – TEPC Operator
What – Radioactive material flowing into sea
Channel – CNN NEWS (Television medium)
Whom – Public
Effect – Alert the people of Japan from the radiation.
DR J BALAMURUGAN, SSL, VIT, TN.

12. DAVID BERLO’S “SMCR”
COMMUNICATION MODEL
Sender
Communica
tion skills
Attitude
Knowledge
Social
system
Culture
Messag
e
Element
Structure
Treatment
Context
Codes
Channe
l
Writing
Seeing
Touching
Tasting
Feeling
Receive
r
Communica
tion skills
Attitude
Knowledge
Social
system
CultureDR J BALAMURUGAN, SSL, VIT, TN.

13. SHANNON AND WEAVER’S MODEL
•This model is also called as the engineering model of
communication.
•It is a clear example of the process school of thought.
•Also referred to as the mathematical theory of communication as
it provided an approach to the problem of how to send maximum
information in a given channel.
•It introduce the concept of noise for the first time.
•As engineers during world war II Shannon and Weaver’s primary
concern was to find out the most effective means of human
communication.
DR J BALAMURUGAN, SSL, VIT, TN.

14. SHANNON AND WEAVER’S MODEL
Source
Transmit
ter
Chann
el
Receive
r
Destinati
on
Messag
e Signal
Receive
d
signal
Messag
e
Noise
DR J BALAMURUGAN, SSL, VIT, TN.

15. SHANNON AND WEAVER’S MODEL
Example:
Thomson made telephone call to his assistant Jim “come here I want to see you”.
During his call, noise appeared (transmission error) and Jim received “I want”
only. Again Jim asked Thomson (feedback) “What do you want”.
Sender – Thomson
Encoder – Thomson
Channel – Cable
Noise – Distraction in voice
Decoder – Jim
Receiver – Jim
Due to noise, Jim is not able to understand Thomson’s messages.
DR J BALAMURUGAN, SSL, VIT, TN.

16. NEWCOMB’S MODEL
•This is the first of the models to introduce the role of
communication in a society or a social relationship.
•The primary role according to Newcomb is to maintain
equilibrium in a social relationship.
C
A B
DR J BALAMURUGAN, SSL, VIT, TN.

17. CHARLES E.OSGOOD’S MODEL
•Here communication is seen as a dynamic process where there
is an healthy interactive relationship between the source and
the receiver in the name of feedback.
Message
Message
A B
Encoder
Interpret
er
Decoder
Decoder
Interpret
er
Encoder
DR J BALAMURUGAN, SSL, VIT, TN.

18. THANK YOU
DR J BALAMURUGAN, SSL, VIT, TN.