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Wilbur Schramm
Wilbur Schramm introduction
Wilbur's full name is Wilbur Lang Schramm and he was born on August 5, 1907 in Marietta, Ohio. Wilbur's profession was as a journalist, writer, and academic. And his language was English. Wilbur received his higher education from College Marietta e and his MA from Harvard University, and his PhD from the University of Iowa. And his most notable work is Mass Media and National Development. Wilbur also received an O 'Henrry Prize. Wilbur died at the age of 80 on December 27, 1987 in Hawaii, Honolulu.
Introduction Wilbur Schramm model
Wilbur Schramm, a well-known communication theorist, developed a straightforward communications model in his book “The Process and Effects of Mass Communications“. In the model, Schramm shown as Aristotle did, that communication always requires three elements – the source, the message and the destination. Ideally, the source encodes a message and transmits it to its destination via some channels, where the message is received and decoded. Schramm’s Model of Communication was postulated by Wilbur Schramm in 1954, where he suggested that communication is a two-way process where both sender and receiver take turns to send and receive a message.
Information is of no use unless and until it is carefully put into words and conveyed to others. Encoding plays a very important role because it initiates the process of communication by converting the thought into the content. The Schramm Communication Model offers a classic approach to and explanation of communication. It can be used to determine how communication between two people works when they’re exchanging information, ideas, or attitudes. This model was adapted from the theories of another theorist Osgood, so it is also known as Osgood and Schramm Model of Communication or Encode-Decode Model of Communication. Thus encoding and decoding are the two most important factors of effective communication without which information can never flow between two individuals.
What is Schramm Model of communication?
Schramm’s model regards communication as a process between an encoder and a decoder. Most importantly, this model accounts for how people interpret the message. Schramm argued that a person’s background, experience, and knowledge are factors that impact interpretation
Examples:
When a gay couple suing the Catholic Diocese in Massachusetts for supposedly not allowing them to purchase a house because they are gay. This relates to Wilbur Schramm model because this is the type of communication that is used in this case. The participants are the buyers, lawyer and sellers
Wilbur Schramm model Structure
Components of Osgood-Schramm:
Most communication models have different components that help to identify the structure of the model. In the Osgood-Schramm model, the components are fairly simple:
Encoding:
When we want to send a message, we need to think about how to craft it to get our message across clearly. We need to think of the right words to say and in what order we should send our messages to communicate our ideas to the message receiver.
Decoding:
When we receive a message, we need to decode it. A message may be packaged as text, image, advertisement, speech, etc. When receiving a message, we need to use our reading skills, listening skills, etc. to decode the message so it makes sense to us. Sometimes someone may ‘mishear’ or ‘misread’ a message (perhaps if it were mumbled or written by someone who is not a native speaker), which will interfere with their interpretation.
Interpreting:
Now that we understand the medium of communication, we can go about interpreting the message. What does it mean to you? One person may interpret the message in a totally different way to someone else. Or, they may not understand it the same way as the encoder, meaning they have ‘misinterpreted’ the text.
Once someone has decoded and interpreted a message, they can then go about encoding their own message to send back to the original sender. They would in turn go about decoding and interpreting. The cycle continues!
Advantages / Strengths In The Osgood-Schramm Model
Shows how feedback can work:
This model works well for explaining cyclical feedback. Other models see communication as being a one-way street, which fail to account for feedback and dialogue. In this model, the speaker can get feedback about their language, jokes, choice of words, etc. so they can try to communicate more and more clearly as the cycle continues.
Recognizes that communication is complex:
By accounting for encoding, decoding and interpretation, this model shows how sometimes we can mishear and misinterpret information.
Disadvantages / Weaknesses In The Osgood-Schramm Model
Doesn’t recognize that communication can be unequal:
There are many circumstance where communication may involve one authority figure talking and one (or many) listeners trying to interpret the message. In such instances, communication is much less equal than in Schramm’s model. Therefore, this model doesn’t tend to work in situations where power balances exist. In fact, this model does a poor job overall of understanding how power functions in communication.
Doesn’t work for mass communication:
This is another time communication is unequal. One person communicating to many looks very different to the circular one-to-one model proposed in the Osgood-Schramm approach (for a more appropriate approach for mass media, try the Westley-Mclean model or Lasswell’s model of Communication).
Criticism:
This model does not talk about semantic noise and it assumes the moment of encoding and decoding.
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