1).Lasswell model of communication.
o Who
o Says what
o In which channel
o To whom
o With what effect.
Ø This model is about process of communication and its
function to society, According to Lasswell there are three functions for
communication.
A) Surveillance of the environment
B) Correlation of components of society
C) Cultural transmission between generations.
Ø Lasswell model suggests the message flow in a
mulcultural society with multiple audiences. The flow of message is through
various channels. And also this communication model is similar to Aristotle’s
communication model.
Ø In this model of communication component who refer the
research area called “Control Analysis”.
Ø In which channel is refer to “Media analysis”. To whom
is refer to “Audio Analysis” with what effects is refer to “Effect Analysis”.
Ø This model stresses on the effect rather than the
message itself. Effect means
observable or measurable change in the receiver. It also suggests that any
change in the elements will change the effect.
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Advantages of Lasswell Model
o It is easy and simple
o It suits for all types of communication.
o The concept of effect.
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Disadvantages of Lasswell model
o Feedback not mentioned.
o Noise to mentioned
o Linear model.
2) Shannon and
Weaver Model.
Ø Claude Shannon is considered one of the founding
father of the communications age.
Ø Shannon Weaver model of communication has been called
the “Mother of all models”. It embodies the concept of information source
message, transmitter, signal, Channel, noise, Receiver etc…
Ø In 1948 Claude Shannon published “A Mathematical
Theory of communication “article in two parts in the July and October numbers
of the bell system Technical journal.
o A Source
o A Encoder
o A channel
o A decoder
o A Receiver
Ø These six elements are shown graphically in the model.
As Shannon was researching in the field of information theory, his model was
initially very technology oriented. The model was produced in 1949, a year
after lasswell’s and you will immediately see the similarity to the Lasswell
Formula.
Ø Three other factors that affecting while
communicating.
o Physical noice
o Sematic noice
o Feedback
1)
The
Source
Ø All human communication has some source, some person
or group of person with a given purpose, a reason for engaging in
communication.
2)
The
Encoder
Ø When you communicate, you have a particular purpose in
mind.
o You want to show that you are a friendly person
o You want to give them some information.
o You want to get them to do something
o You want to persuade them of your point of view and so
on. You, as the form of a message. That message has to be formulated in some
kind of code.
3)
The
Message
Ø The message of course is what communication is all
about whatever is communicated is the message. Denis McQuali in his book communication
writes that the simplest way of regarding human communication is to consider it
as the sending one person to another of meaningful messages.
Ø The Shannon – Weaver model and others like it tends to
portray the message as a relatively uncomplicated matter.
4)
The
Channel
Ø The physical noise Shannon is generally considered to
have been primarily concerned with physical noise in the channel.
Ø For example….. Unexplained variation in a
communication channel or random error in the transmission of information.
Ø Everyday examples of physical noise are…
o A loud motorbike roaring down the road while you are
trying to hold a conversation
o ‘Snow ’on a TV set.
o Smudges on a printed page.
5)
The
Decoder
Ø Just as a some needs an encoder to translate her
purposes into a message, so the receiver needs a decoder to retranslate. The
decoder is an interesting and very useful development area, say the Lasswell
Formula.
6)
The
Receiver
Ø For communication to occur there must be somebody at
the other end of the channel. This person or person can be called the receiver.
To put it in Shannon’s terms information transmitters and receivers must be
similar systems. If they are not, communication cannot occur.
7)
Feedback
Ø Without Feedback, the source would never know if the
communication was successful. Ongoing communication is made possible by the
cyclical route feedback allows; if more communication between the two parties
is necessary.
3) Osgood and Shannon Model.
Ø Where communication is seen as a dynamic process where
there is a wealthy interactive relationship between the source and the
receiver.
Ø Schramm defined communication as sharing of
information, idea or attitude.
Ø He endorsed three important elements of communication.
1) Source
2) Message
3)
Destination
Ø Schramm produced
from a simple human communication model two or more complicated model
that accounted for the accumulated experience of two individuals trying to
communicate and then to a model that considered human communication with
interactive between two individuals.
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Advantages of Osgood – Schramm model
of communication
Ø Dynamic model shows how a situation can change.
Ø There is no separate sender and receiver, sender and
receiver is the same person.
Ø Feedback central feature
Ø Assume community to be circular in nature.
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Disadvantages of Osgood and Schramm
model of communication
Ø This model does not talk about somatic noise and it
assume the moment of encoding and decoding.
4) Ritual Model
of communication
Ø The ritual view of communication is a communication
theory proposed by James W.Carey, where in communication the construction of a
symbolic reality represents, maintains and shares the belief of a society in
time. In addition Carey acknowledges that, commonness, communion, and
community, naturally correspond with the ritual view. In a similar way the term
‘ritual’ hold religious connotation.
Ø James W.Carey defines the transmission view in the
term of imparting, sending, transmitting and giving information to others.
Ø Rituals are a
set of symbolic behaviors designed to have a particular effect.
Ø Rituals are typically both stylized and repetitive.
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Ritual View of Communication
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Transmission v/s ‘Ritual’
Ø Transmission communication is process by which
messages are sent, transmitted, filtered and received.
Ø Objective of communication transmission of message is
for the purpose of social control.
5) Communication
as a dialogue.
Ø Dialogue is a communication tool that allows people to
understand other view point without pitting themselves against different perspectives.
In dialogue, there is no defending of opinions, and no counterpoints.
Ø Brazilian educationalist, Paul Friere.
Ø Communication as a dialogue and “Participatory”
relationship is at the heart of South American perspective.
Ø They key elements here are “liberation”, “Participation”
and “Concientization”.
Ø This model challenges the Aristotelian model of
communication which focuses on “transmission” and “transportation”.
v
Dialogue between Narendra Modi and Obama
v Obama: kem cho
v Modi: Thank you
These all are western communication models.
