Models of

Communication
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 Lasswell’s Model
• Lasswell's model is a communication model that was developed by
communication theorist Harold D. Lasswell in 1948 that outlines the
process of communication.
• Lasswell's model of communication is also known as linear model or one
way model of communication.
 Components of the Model:
[Link] (Sender):

 This component identifies the sender or source of the message. The communicator is the person or entity that originates
the communication process by formulating and transmitting the message.

[Link] What (Message):

 This refers to the content or information that the communicator wishes to convey.

[Link] Which Channel (Medium):

 The channel is the medium or method used to convey the message. It can be oral (speech, telephone), written (books,
newspapers), visual (television, internet), or any other form of communication.

[Link] Whom (Receiver):

 This identifies the target audience or the recipient of the message. The receiver is the person or group for whom the
message is intended.

[Link] What Effect (Effect):

 This component focuses on the outcome or impact of the message on the receiver.
 Example:
Consider a political campaign as an example:

•Who: A political candidate (communicator)

•Says What: Promises and policy proposals (message)
•In Which Channel: Through televised debates, social media, and campaign
speeches (channel)
•To Whom: Voters and the general public (receiver)
•With What Effect: Gaining votes, influencing public opinion, and winning the
election (effect)
 Critical Evaluation:
• Lack of Feedback:

 The model does not account for the feedback from the receiver back to the sender,
which is a critical component in communication processes.

• Over-Simplification:

 The model may be too simplistic for complex communication situations where
multiple messages, channels, and receivers are involved simultaneously.

• Ignores Noise:

 It does not consider potential barriers or noise that can distort the message during
transmission.
 Shannon and Weaver’s Model

• The Shannon and Weaver Model of Communication, developed by Claude

Shannon and Warren Weaver in 1949, is one of the foundational models in the
field of communication theory.
• Originally designed to improve technical communication systems, it is also
widely applied to human communication
• This model is often referred to as the "Mathematical Model of Communication"
or the "Information Theory Model."
 Components of the
Model:
[Link] Source:
 The originator of the message or information. This could be a person, a machine, or any entity that creates the message.

[Link] (Encoder):
 The transmitter converts the message into signals or codes that can be sent through a channel .

[Link]:
 The medium or pathway through which the signals travel. It can be physical (like a telephone line) or atmospheric (like
radio waves).

[Link] (Decoder):
 The receiver converts the signals back into the message. This is the process of interpreting the message.

[Link]:
 The intended target of the message. This could be another person, a machine, or any system that receives and understands
the message.
[Link] Source:
 Any interference that distorts or interrupts the message as it travels from the sender to the receiver. Noise can be physical
(like static on a phone line) or semantic (misunderstandings in interpretation).
 The Process:
[Link] Source: A person (Alice) has a message to communicate.

[Link] (Encoder): Alice speaks into a telephone, converting her thoughts into
sound waves.

[Link]: The sound waves travel through the telephone line.

[Link]: There is some static on the line that interferes with the sound waves.

[Link] (Decoder): Bob, on the other end, hears the sound waves and interprets
them.
Strengths: Critical Evaluation:
• Clarity and Simplicity:
 The model provides a clear and straightforward framework for understanding the basic components and processes involved in
communication.
• Identification of Noise:
 One of the model’s key contributions is the explicit identification and inclusion of "noise" in the communication process.
• Technical Efficiency:
 The model’s focus on the technical aspects of communication, such as encoding, transmission, and decoding
Limitations:

• Lack of Feedback:
 The omission of feedback in the model is a significant limitation. Effective communication often involves a dynamic exchange
where the receiver responds to the sender, creating a continuous loop of interaction.

• Human Factors:
 The model does not adequately consider human elements such as emotions, social context, and cultural differences, which can
significantly influence the communication process.
 Osgood and Schramm’s Circular
Model

• The Osgood and Schramm Model of Communication, developed by Charles E.

Osgood and Wilbur Schramm in 1954, is an interactive model that emphasizes
the dynamic and reciprocal nature of communication.
• Unlike linear models, it accounts for the continuous feedback between the
sender and receiver, illustrating communication as a circular and iterative
process.
 Components of the
Model:
[Link]:

 The transmitter converts the message into signals or codes that can be sent through a channel .

[Link]:
 The content or information that is being communicated.

[Link]:
 The individual who interprets and makes sense of the message.

[Link]:
 Both the sender and receiver act as interpreters in this model. The interpreter's role is to understand,
analyze, and create meaning from the message.
[Link]:
 The response or reaction of the receiver to the sender's message. Feedback is integral to the process,
allowing for continuous interaction and adjustment of the message.
 Example:

Consider a casual conversation between two friends:

•Friend A (Encoder/Interpreter): Encodes a message, "Let's go to the movies tonight.“

•Message: "Let's go to the movies tonight.“
•Friend B (Decoder/Interpreter): Decodes the message and understands the
suggestion.
•Friend B (Encoder/Interpreter): Provides feedback, "Sounds good! What time?“
•Message: "Sounds good! What time?“
•Friend A (Decoder/Interpreter): Decodes the feedback and understands the response.
This back-and-forth
process continues, illustrating the
continuous and cyclical nature of communication.
Strengths:
Critical Evaluation:
• Realistic Representation:
 By including feedback and role reversibility, the model more accurately reflects real-life communication dynamics compared to linear
models.
• Emphasis on Mutual Understanding:
 The model underscores the importance of shared understanding and interpretation, which is crucial for effective communication.
• Adaptability:
 It can be applied to various communication contexts, from interpersonal to mass communication, making it versatile.
Limitations:
• Simplicity:
 Although more complex than linear models, it still may not fully capture the complexities of all communication situations, especially
those involving multiple participants and messages.
• Assumption of Equal Participation:
 The model assumes that both parties are equally engaged in the communication process, which may not always be the case in power-
imbalanced interactions.
• Context and Noise:
 While more interactive, the model does not explicitly address the influence of context and noise on communication as
comprehensively as some other models.
 Berlo’s Model
• Berlo’s Model of Communication, developed by David K. Berlo in 1960,
is known as the SMCR Model, which stands for Source, Message,
Channel, and Receiver.
• This model highlights the key elements involved in the communication
process and how each component can affect the communication outcome.
 Components of the
Model:
[Link](S):

 The originator of the message, which can be a person, group, or institution. The source encodes the
message based on their skills, attitudes, knowledge, social system, and culture.
[Link](M):
 The content or information that the source wants to convey. This includes elements such as code, content,
and treatment.
[Link] (C):
 The medium or method used to transmit the message from the source to the receiver. Channels can be
visual, auditory, tactile, olfactory, or gustatory..
4. Receiver (R):
 The individual or group for whom the message is intended. The receiver decodes the message based on
their skills, attitudes, knowledge, social system, and culture.
 Example:
Consider a teacher giving a lecture to students in a classroom:

•Source: The teacher, who encodes the lecture content based on their expertise,
teaching skills, attitude towards the subject, and understanding of the students'
background.

•Message: The lecture content, structured and delivered in a comprehensible manner.

•Channel: The spoken words, visual aids, and body language used during the lecture.

•Receiver: The students, who decode the lecture based on their listening and
comprehension skills, attitude towards the subject, prior knowledge, and
cultural context.
Strengths:
Critical Evaluation:
[Link] on Individual Components:
 Berlo’s Model breaks down the communication process into clear, distinct components, allowing for a detailed
analysis of each part.
[Link] on Skills and Attitudes:
 The model highlights how the source and receiver's skills and attitudes can significantly impact the
communication process, providing insight into potential areas for improvement.
[Link]:
 The model can be applied to various types of communication, including interpersonal, group, and mass
communication.

Limitations:
[Link] Nature:
 Similar to other early communication models, Berlo’s Model is linear and does not explicitly include feedback,
which is crucial for interactive communication.
[Link] of Context Consideration:
 The model does not explicitly account for the broader context in which communication occurs, such as the
physical environment or situational factors.