1. Several classic models of communication are summarized, including Laswell's model, Shannon and Weaver's mathematical model, and Berlo's SMCR model. 2. Laswell's model describes the basic elements of any communication act: who communicates what through which channel to whom with what effect. Shannon and Weaver's model conceptualized communication as involving a sender, encoder, message, channel, decoder, and receiver. 3. Berlo's SMCR model builds on earlier concepts but emphasizes that both the sender and receiver are influenced by their communication skills, attitudes, knowledge, social system, and the message is influenced by its content and coding within the communication channel.

1. MODELS
OF
COMMUNICATION

2. Mcquail and Windhahl (1993)
 Model seeks to show the main elements of any structure
or process and the relationships between these elements.
Deutsch (1996)
 Models order and relate systems to each other by giving
us images of wholes.

3. M O D E L
 It gives a general picture of the particular circumstances
in the communication process.
 Helps in explaining or clarifying the complicated or
ambiguous in communication process.

4. 1. LASWELL’S MODEL OF COMMUNICATION (1948)
 Founded by HAROLD D. LASWELL
 American political scientist
 Wrote an article on communication research
BASIC MODELS OF COMMUNICATION
5Ws
 It is the convenient way to describe an act of communication.
1. Who?
2. Says What?
3. In Which manner?
4. To Whom?
5. With What effect?

5. WHO?
Transmitter
or
Communicator
SAYS
WHAT?
Message
or
Content
IN WHICH
CHANNEL?
Medium
TO
WHOM?
Receiver
WITH
WHAT
EFFECT?
Effect or
Impact
Control Analysis Content Analysis Media Analysis Audience Analysis Effect Analysis
Linear Model – One way process of communication

6. ADVANTAGES
• Suitable description of
communication
• Easy to understand
DISADVANTAGES
• One-way process
• Complexity of everyday
communication neglected

7. 2. SHANNON and WEAVER MATHEMATICAL MODEL (1949)
CLAUDE SHANNON WARREN WEAVER
-American Mathematician -Scientist
-Considered as on of the founding fathers
Of communication age.
 firmly established by Claude Shannon
 Formerly entitled as “ Mathematical Theory of Communication”
 They used to work at the BELL TELEPHONE LABORATORIES
 Mother of all communication models
 This model was used by linguistic and behavioral scientist

8. CONCEPTS OF SHANNON-WEAVER MODEL OF COMMUNICATION
SENDER ENCODER CHANNEL DECODER RECEIVER
Information
source
Transmitter Reception Destination
• Create
message
• Choose
channel
• Sends
information
• Refers to
sender who
uses machine
which
converts
message into
signal or
binary data
• Medium
• Device uses
to transmit
the
message
• Interprets
the
message
• Receiver
uses
binary
data to
convert
message
NOISE • Physical disturbances
• Environment
• Low self esteem
• anxities

9. LEVELS OF COMMUNICATION PROBLEM
1. TECHNICAL PROBLEM
• How a channel causes a problem
2. SEMANTIC PROBLEM
• The message is sent and received differently
3. EFFECTIVENESS PROBLEM
• How does the message effectively cause reaction

10. 3. BERLO’s SMCR MODEL OF COMMUNICATION (1960)
 Founded by DAVID BERLO
 Postulated SMCR from Shannon-Weaver Model
 Focuses on encoding and decoding of information
 Discusses how the communication process can be even more
complex as many key factors affect what could have been simple
elements.
 Sender and receiver could be affected by their common skills,
knowlwdge, attitudes, and socio-cultural code.
 The channel or medium involves the five senses.

11. SENDER
SENDER MESSAGE CHANNEL RECEIVER
ENCODES DECODES
• COMMUNICATION
SKILLS
-posses excellent
communication skill
-when to speak
-when to pause
-how to pronounce
words
-observe your listener
• ATTITUDES
-develop positive
attitude toward life and
people
-be a person of
influence
• KNOWLEDGE
-clarity and depth of
information
• SOCIAL SYSTEM
-values,beliefs,culture
• CONTENT
-backbone of
communication
-script of conversation
• ELEMENTS
-hand movements
-postures, gestures
-facial expressions
-body movement
-vocal variety
• TREATMENT
-present your message in
most appropriate form
• STRUCTURE
-arrange your message in
desirable form
• CODE
-gestures should use
appropriate to your
message
• COMMUNICATION
SKILLS
-posses excellent
communication skill
-when to speak
-when to pause
-how to pronounce
words
-observe your listener
• ATTITUDES
-develop positive
attitude toward life and
people
-be a person of
influence
• KNOWLEDGE
-clarity and depth of
information
• SOCIAL SYSTEM
-values,beliefs,culture
• SEEING
• HEARING
• SMELLING
• TASTING
• TOUCHING

12. 4. SCHRAMM’s MODEL OF COMMUNICATION
 Founded by WILBUR SCHRAMM
FIRST MODEL ( similar to Shannon-Weaver model)
-human communication model that accounted for the accumulated experiences of two individuals trying to
communicate to each other.
-considers human communication as interaction between two individuals.
MESSAGE
MESSAGE
ENCODER
INTERPRETER
DECODER
DECODER
INTERPRETER
ENCODER

13. SECOND MODEL – what is shared in the fields of experience 0f both source and destination is
actually communicated.
SENDER MESSAGE CHANNEL RECEIVER
FEEDBACK

14. THIRD MODEL- deals with communication as an interaction with both parties
encoding , interpreting, decoding, transmitting, and receiving signals. Feedback
and continuous loop of shared in formation is seen.
SENDER ENCODING MESSAGE MEDIA DECODING RECEIVER
NOISE
FEEDBACK RESPONSE