Hello!

I am Donna Lerma Janica A. Paco

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Communication
Models
a continuation
 1.
THEODORE M
NEWCOMB’S MODEL OF
COMMUNICATION
(1953)

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× Theodore M Newcomb of the University of
Michigan in 1953 published “An Approach to
the Study of Communicative Acts.
× His model adopts a different approach and
sees the role of communication in a social
relationship (society) and in maintaining social
equilibrium within the social system.

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 He concentrates on the
social purpose of
communication suggesting
that all communication is
a means of sustaining
relationships between
people.

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× He does not include the message as a separate entity in
his diagram, implying it only by use of directional arrows.
× Sometimes it’s called as an “ABX” model of
communication, as it works in a triangular format or A-
B-X system

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 2.
Wilbur Schramm &
Osgood Model of
Communication
(1954)

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× Osgood and Schramm’s Circular Model of
Communication (1954) was an attempt to
rectify the earlier linear models of
communication

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× it can happen
× It occurs × communication
within our self
(Intra personal) or simultaneously, process does
between two e.g., encoding, not start and
(Inter personal) interpreting and end somewhere,
each person acts decoding. but is endless.
as both sender
and receiver and
hence use
interpretation.

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× The Circular model depicts two actors who
reciprocate in identical functions throughout:
encoding, decoding, and interpreting.
× The model shows not only the transmission
and hearing of a message, but offers
explanations in how it can be perceived and
understood.

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× The merits of the model are
× it is dynamic
× includes redundancy
× sender and receiver are the same persons
× feedback is integral part of the process and so suggests
communication to be circular in nature

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× The demerits are
× It does not talk about semantic noise
× it assumes the moment of encoding and decoding

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× The process of understanding what has been said
can vary widely from person to person as there will
always be a degree of semantic noise to be taken
into account, such as
× cultural differences
× background
× socioeconomics
× education
× values

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 The process of
understanding what
has been said can vary
widely from person to
person as there will
always be a degree of
semantic noise to be
taken into account

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 3.
George Gerbner
Model of
Communication
(1956)

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× In 1956, Gerbner attempted a general purpose of
communication model
× He stressed the dynamic nature of communication in his
work and also the factor affecting the reliability of
communication.

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(Note: This model can be best understood when read along with the diagram beginning at E – Event.)

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Perceptual Dimension:
• ‘E’ is a real life event and the
event content or message is
perceived by ‘M’ (Man or a
Machine).
• The perceived message from “E”
by “M” is “E1”.
• E1 is not same as ‘E’.
• Because any man or machine
cannot perceive the whole event
and they perceive only a part of
the event (E1).

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Perceptual Dimension:
• This is known as “Perceptual
Dimension”. The 3 factors involved
between ‘E’ and ‘M’ are:
1. Selection
2. Context
3. Availability
• As M (man or machine) cannot
perceive the entire content of the
event “E”, M selects the interesting or
needed content from the entire event
after filtering the others. The context
occurs in the event and availability is
based on ‘M’s attitude, mood, culture
and personality

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a journalist perceives messages from
an event and cannot focus on the
whole event; so they filter the
unwanted content from the event.
This filtered content is not the same
as the actual event content because
the journalist edits the content
based on his attitude, mood and
cultural background or press
policies.

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× Means and Controls dimension
× E2 is the event content which is drawn by M
× Here, M becomes the source of a message about the event
E to send it to someone else
× M creates a statement or signals about the message and
Gerbner termed its Form and content as “SE2”. (Signal or
Form it takes and E2 is the extracted content).

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Means and Controls
dimension
• E2 is the event content which is
drawn by M
• Here, M becomes the source of a
message about the event E to
send it to someone else
• M creates a statement or signals
about the message and Gerbner
termed its Form and content as
“SE2”. (Signal or Form it takes and
E2 is the extracted content).

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Means and Controls
dimension
• Here, Content (E2) is
structured or formed (S) by
‘M’ and it can communicate in
different ways or based on
the structured ways.
• M has to use channels (or
media) to send the message
over which he has greater or
lesser degree of control.

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× The question of ‘control’ relates to M’s
degree of skill in using communication
channels.
× If using a verbal channel, how good is he at using
words?
× If using the Internet, how good is he at using new
technology and words?

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× This process can be extended to infinitum by adding
on other receivers (M2, M3etc.) who have different
perceptions (SE3, SE4 etc.) of the event.
× For instance, in case of news reporting, E can be any
event that has happened and the reporter (M)
selects a particular part of the event (E1) that may
provide his channel higher ratings or the news may
boost the particular party which his channel
supports.

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× This SE2 is sent through a medium to a
mass audience. Then one or more members
of the audience (M1) may distribute the
message (SE2) and to their friends with their
interpretation and the process continues.

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 4.
Westley & Maclean’s
Model (1957)

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× Westley and MacLean realized that communication does
not begin when one person starts talking, but rather
when a person responds selectively to his/her physical
surroundings.
× This model considers a strong relation between
surroundings and the process of communication.
× Communication begins only when a person receives
message from surroundings.

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 Legend:
• X1, X2, X3 ... .. Xn
are news, articles
or information
• Feedback (f)
• Clients (A)
• Reader or
Audience (B)
• Gate Keeper (C)

Feedback loops
• Feedback Loop between Reader (B) and News Paper (C) – fBC
• Feedback Loop between News Paper(C ) and Client (A)- fCA
• Feedback loop between Reader (B) and Client (A)- fBA
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× The merits of this model include:
× It accounts for Feedback
× It can account for both interpersonal
communication and Mass communication
× It is a predictive model of communication
and also very descriptive
× It also accounts for non-binary interactions

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This means that the model
is good even for
communications involving
more than two source

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However, it is
a two dimensional model;
this means that the model will not
be applicable for typical
communication events that involve
broader context and wide range of
communication messages

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 5.
David Berlo Model of
Communication
(1960)

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× In this model, he stresses on the
relationship between the person
sending the message and the receiver

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× According to this model, for the
message to be properly encoded and
decoded, the communication skills of
both the source and the receiver
should be good

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The communication will be
at its best only if
the two are skilled

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 Berlo's SMCR model
has four main
components and each
component has its own
sub components.

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× Berlo’s model lists a number of factors under
each of the elements:
× Main Components:
A. Source
B. Message
C. Channel
D. Receiver

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× A. SOURCE
× The source is where the message originates
× Sub-components
a. Communication skills
b. Attitudes
c. Knowledge
d. Social system
e. Culture
f. Encoder
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× B. MESSAGE
× is the subject matter under transfer.
× Sub-components
a. Content
b. Elements
c. Treatment
d. Structure
e. Code

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× C. CHANNEL
× It refers to the five senses which are as
follows:
a. Hearing
b. Seeing Despite not mentioning a medium we need to
assume that as communication is taking
c. Touching place channels can be any of the five senses or
a combination.
d. Smelling
e. Tasting

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× D. RECEIVER
× The receiver needs to have all the features of the source and
he is referred to as a decoder, who receives the message and
decodes it
× This model suggests that for an effective communication to
take place the source and the receiver should be similar and
need to be on the same level
× E.g. If communication skills on source side are good then the
receiver should have equally good listening skills.

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× The major criticisms of Berlo’s SMCR
model of communication are:
1. Lacks feedback;
2. No mention of barriers to
communication like Noise;
3. Complex model;

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× The major criticisms of Berlo’s SMCR
model of communication are:
4. Linear model;
5. Needs people to be on same level for communication to
occur but that may not be true in real life situations;
6. Main drawback of the model is that the model omits the
usage of sixth sense as a channel which is actually a gift to
the human beings (thinking, understanding, analyzing etc).

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 6.
Dance’s Helix Model
(1967)

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× Proposed by Frank Dance in 1967
× Helix is a three dimensional object with a shape
like that of a smooth curve that goes upwards
as also comes downwards.

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Frank Dance explains the
communication process
based on this Helix structure,
the bottom or starting is very
small then it gradually moves
upward in a back and forth
circular motion forming bigger
circles in the top. The whole
process takes some time to
reach.

Just as a helix, the communication process starts

very slowly (defined by a small circle).
• Communicators share only small portions of
information and this gradually develops into
next level expanding its boundaries; but this
will take some time.
• Later the communicators commit more and
share more information.

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× Frank Dance included the concept of time in his theory.
Something happens over time and the subsequent
events will be based on the first event.
× This theory of communication was the subject of a
number of experiments. Even though this model of
communication clarifies everything there is the problem
of over simplification.

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 7.
DeVito’s Interactive
Model (2003)

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× DeVito’s model is derived from the
‘information processing’ models of the
1960s and differs from the earlier
rhetorical model by amplification,
adding to its linear predecessor
feedback, medium and noise.
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This model has 8
components:
1. Sender
2. Receiver
3. Message
4. Channel
5. Coder (Encoder &
Decoder)
6. Context
7. Feedback
8. Noise

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 8.
Davis Foulger (2004)

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× Foulger introduced his Ecological model in 2002 and
restructured it in 2004.
× This model is, in many ways, a more detailed elaboration
of Lasswell's classic outline of the study of
communication.
× The fundamental statements of relationship establish a
series of general relationships between people,
messages, language, media, and the communication they
enable.
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× The relationships are summarized, in somewhat
greater detail than these propositions suggest
× In the model, communication between people
(creators and consumers) is mediated by three
constructs, with language used to build
messages within media.

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 It depicts people communicating (Definition of Communication)
through the mediation (Proposition 1) of messages (Proposition 4)
that are created and consumed (Proposition 3) using language within
media (propositions 2, 5, and 4.1). Languages and media are depicted
as being both learned (proposition 6) and created (proposition 7).
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× It asserts that communication occurs at the
intersection of four fundamental constructs:
communication between people (creators and
consumers) is mediated by messages which are
created using language within media;
consumed from media and interpreted using
language.

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THANKS!
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