The document discusses several models of communication: 1. The Lasswell model describes the basic elements of communication as the sender, message, and receiver. It also identifies the key questions of who says what through which channel to whom with what effect. 2. Shannon and Weaver's mathematical model focuses on signal transmission and introduced the concept of noise. It separates noise from the transmitter and identifies the core elements of information source, transmitter, channel, receiver, and destination. 3. The Osgood-Wilbur-Schramm model presents communication as a circular process where information is shared between parties and ends where it started. It introduces the concept of semantic noise that can occur when different meanings are assigned to the same

1. WESTERN MODEL OF
COMMUNICATION
J. JANARDHAN

2. LASSWELL MODEL
 Western models are having origin in Aristotle’s Rhetoric
 Its made up of three elements
The Speaker
The speech
The listener
 Search of all the possible means of persuasion

3. LASSWELL MODEL
 Harold D. Lasswell describes an act of communication is
to answer to
Who
Says what
In which Channel
To whom
With what effect?

4. LASSWELL MODEL


5. FUNCTIONS
 Communication performs three functions.
i. Surveillance of the environment
ii. Correlation of components of society
iii. Cultural transmission b/w generations

6. PRIMARY GOAL
 The message flows in a multicultural society with multiple
audiences.
 The notion of transmission and transfer of information for
intended effects
 The primary goal is influence through persuasion

7. ADVANTAGES
 Its easy and simple
 It suits for almost all types of communication
 The concept of effect

8. DISADVANTAGES
 No scope for feedback
 It doesn’t talk about noise
 Linear model only

9. SHANNON & WEAVERS’
MATHEMATICAL MODEL

10. MATHEMATICAL MODEL OF COMM.
 Shannon theory talks about ‘Signal transmission’
 He introduced Qualitative & Quantitative model
 Its develop the effective comm. b/w sender and receiver
 It also developed to improve the ‘technical comm.’ .
 The model talks about ‘Noise’.

11. MATHEMATICAL MODEL OF COMM.
 Shannon developed model to separate noise from the
transmitter
 Shannon focused on engineering aspects
 Weaver added the ‘Philosophical aspects’
 Weaver widely applied Shannon’s model to the human
communication

12. MATHEMATICAL MODEL OF COMM.
 This model deals with various elements like
Information Source
Transmitter
Channel
Receiver
Destination and Noise

13. ADVANCES & DIS-ADVANCES
 Simplest model
 It attracts both academicians & information theorists
 It is a Sender and Receiver based model
 More effective in ‘Person-to-Person’ communication
 Understanding ‘Noise’ will help to solve the problems

14. LEVEL OF NOISE
 Noise finds in three level
i. Technical problem- Simple to understand
ii. Semantic problem- Hard to solve
iii. Effective problem- As manipulation or
Propaganda
 The three levels are interrelated and interdependent
 The source is seen as the decision maker

15. OSGOOD-WILBUR SCHRAMM MODEL
 Sharing of information, ideas or attitudes
-Wilbur Schramm
 Communication requires at least three elements
Source
Message
Destination

16. OSGOOD-WILBUR SCHRAMM MODEL
 It is a circular model
 Communication ends where it started off


17. WILBUR SCHRAMM MODEL
 It breaks the sender and receiver model
 It can happen within our self or two people
 Each person acts as both sender and receiver
 Semantic noise is introduced in the model
 It occurs when sender and receiver apply different
meaning to the same message.

18. WILBUR SCHRAMM MODEL-Advn
 Dynamic model
 It shows why redundancy is an essential part
 There is no separate sender and receiver
 Communication will be circular in nature
 Feedback-central feature

19. THANK YOU