1. Western Theories…
 Name: Khanjaniba Gohil
 Roll no: 13 (MA, Semester-4)
 Enrollment no: PG13101009
 Subject: The Mass Media and Communication
 Suggested by: Parth Bharatbhai Bhatt
 Dedicated to: The Department of English,
S.B.Gardi,
MKBU, Bhavnagar.
 Email_id: khanjani.gohil1993@gmail.com

2. Models of Communication
 Lasswell Model of Communication
 Shannon and Weaver Model
 Osgood and Schramm Model
 Ritual Model of Communication
 Communication as Dialogue
 Communication as Power relationship

3. Encoding and Decoding of
Message
 Encoding of message and the decoder gets
it.
 It is rather a natural communal techniques.
 Theories makes it technical and theoretical.

4. Lasswell Model of
Communication

5. Shannon and Weaver Model of
Communication

6.  In 1948, Shannon was an American Mathematician,
Electric Engineer.
 Weaver was an American scientist.
 They wrote an article in “Bell system technical
journal” it is also called as “A mathematical theory of
communication”.
 In this model of communication, Sender is the
originator of message or the informational source
who selects desire message.
 Encoder, a transmitter which converts the message
into signals.

7.  Messages are converted from waves or binary
data which is complicatable to transmit the
message through cables or satellite.
 Example here we can give of Telephonic
Conversations.
 In this process sending and receiving of
message called as “Noise”.

8. Osgood and Schramm Model of
Communication
 This model of communication is circular in
nature.
 Here the interpreter is important in the
understanding of message.
 It breaks the sender receiver model, because
here it takes place in a practical way.
 It can happen within our self or between people.
 Each person acts as both sender and receiver
and hence use interpretation.

9.  Semantic noise can be
hurdle.
 Because of
misunderstandings.
 Technical language,
phrases may cause you to
deviate from actual
message.

10.  It shows why
redundancy is essential
part.
 Sender and receiver is
the same person.
 Feedback is the central
feature in this process.
 Dynamic model shows
how situation can

11. Ritual model of Communication
Society
World of
symbols
Individual
World of
objects
 James W Carey has
invented this model of
communication.
 Communication as a
process that enables
and enacts societal
transformational.

12.  He defines the ritual view particularly in terms of
sharing, participation, association and
fellowship.
 The term ritual, holds connotations.
 Carey says that this connection to religion helps
to emphasize the concept of shared beliefs and
ceremonies that are fundamental to ritual.

13. Communication as Dialogue
 This model challenges the Aristotelian model of
communication which focuses on
‘transmission’ and ‘transportation’.
 Brazilian educationist Paul Friere.
 Dialogic communication is a participatory
relationship.

14. Communication as a power
relationship
 In some situations, Communication is an
exercise in power relations, the power of one
individual over another, of an individual over a
group, and of mass media owners and
producers/professionals over audiences.

15. Thank you.