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Transcript

APCT

Four Models

of Communication

Original sketches by Alexander Graham Bell (1847-1922) credited with inventing the first practical telephone.

Schramm’s Model

According to Steinberg (2007:56) Schramm’s 1954 Model of Communication is substantially different to previous theories of communication as it describes communication as a DYNAMIC INTERACTION between the sender and the receiver in a process which attempts to exchange meaningful messages.

Schramm states that both communicator and recipient play a role in communication and that a message can only be understood by both if they share a COMMON LANGUAGE, BACKGROUND AND CULTURE.

Communication is presented as a TWO-WAY PROCESS instead of a linear one, and FEEDBACK is introduced and valued as a crucial element

Dwyer's 7 Key Elements

Barnlund's

Transactional Model

Dwyer (2009:5), working off the original 1949 model of Shannon and Weaver as a platform offers SEVEN main elements of the communication process.

1. Sender

2. Message

3. Receiver

4. Feedback

5. Communication Channel

6. Context (or Setting)

7. Noise (or Interference)

Reference: Dwyer, J. 2009. The Business Communication Handbook. Sydney: Pearson Education Australia.

Barnlund’s 1970 Transactional Model uses all the elements from previous models and integrates them to show that communication reflects a simultaneous sending and receiving of messages. It is not, as previously suggested, a linear “sender-to-receiver” scenario, but A FLUID AND RELATIONAL PROCESS.

The Transactional Model illustrates the communication process as a TRANSACTION during which the MEANING of a message is NEGOTIATED.

Communication is CIRCULAR AND DYNAMIC, meaning that it constantly changes and that BOTH PARTIES ARE ACTIVE: encoding, transmitting, receiving and decoding within the context of the relationship between the two. This theory updates Schramm’s model of the TWO-WAY FLOW. Both parties are now seen as constantly and simultaneously sending and receiving messages, BOTH INTENTIONALLY AND UNINTENTIONALLY

Shannon and Weaver

Models of

Communication

Shannon and Weaver worked for the Bell Telephone Laboratory in the USA and focused their theory on the channels of communication that could send the most information in the most effective manner.

They suggested a sequential process in which an INFORMATION SOURCE (SENDER)

encodes a MESSAGE,

which is then converted by a TRANSMITTER (telephone)

into a SIGNAL. This is then sent

through a CHANNEL (telephone line)

to the RECEIVER.

They also considered another element

of communication: NOISE.

Harold Lasswell (1902-1978)

The following models need to be understood and studied as a progression of the development of communication theory.

The models you need basic knowledge of are:

  • Lasswell’s Model of Communication (1948)

  • Shannon and Weaver’s Model (1949) of Communication (Dwyer's 7 Key Elements)

  • Schramm’s Model of Communication (1954)

  • Barnlund's Transactional Model of Communication (1970)

Lasswell’s Model

NOISE

SENDING CHANNEL

MESSAGE

  • Culture
  • Values
  • Encoding
  • Decoding
  • Attitudes
  • Knowledge
  • Feelings
  • Gender
  • Occupation

What is the CONTEXT? After a devastating world war (1939-1945) the world's western powers are attempting to rebuild their lives, economies and understanding of society.

Harold Lasswell (1902-1978) was a leading American political scientist and communications theorist. He was a member of the Chicago school of sociology and was a professor at Yale University in law. He was a President of the American Political Science Association (APSA) and World Academy of Art and Science (WAAS).Areas of research in which Lasswell worked included the importance of personality, social structure, and culture in the explanation of political phenomena.

As an American political scientist, Lasswell was mainly interested in the area of propaganda. In 1948 his view of communication focused on the effect of the message on the RECEIVER. His theory of communication involved ONE-WAY COMMUNICATION in which it was believed that the SENDER was the only active participant, while the receiver played a passive role.

FEEDBACK CHANNEL

CONTEXT

COMMUNICATOR

RECIPIENT

Adaptation of Barnlund's Transactional Model (Steinberg: 2007:57)

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