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:
1.Who (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.

2.Says What (Message):

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

3.In 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.

4.To 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.

5.With 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:
1.Information Source:
 The originator of the message or information. This could be a person, a machine, or any entity that creates the message.

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

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

4.Receiver (Decoder):
 The receiver converts the signals back into the message. This is the process of interpreting the message.

5.Destination:
 The intended target of the message. This could be another person, a machine, or any system that receives and understands
the message.
6.Noise 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:
1.Information Source: A person (Alice) has a message to communicate.

2.Transmitter (Encoder): Alice speaks into a telephone, converting her thoughts into
sound waves.

3.Channel: The sound waves travel through the telephone line.

4.Noise: There is some static on the line that interferes with the sound waves.

5.Receiver (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:
1.Encoder:

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

2.Message:
 The content or information that is being communicated.

3.Decoder:
 The individual who interprets and makes sense of the message.

4.Interpreter:
 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.
5.Feedback:
 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:
1.Source(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.
2.Message(M):
 The content or information that the source wants to convey. This includes elements such as code, content,
and treatment.
3.Channel (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:
1.Focus on Individual Components:
 Berlo’s Model breaks down the communication process into clear, distinct components, allowing for a detailed
analysis of each part.
2.Emphasis 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.
3.Adaptability:
 The model can be applied to various types of communication, including interpersonal, group, and mass
communication.

Limitations:
1.Linear Nature:
 Similar to other early communication models, Berlo’s Model is linear and does not explicitly include feedback,
which is crucial for interactive communication.
2.Lack 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.