9/8/2021 MODULE 2: COMMUNICATION MODELS

MODULE 2: COMMUNICATION MODELS

Site: New Era University Printed by: Julius Albert D. Ortiz

Course: Oral Communication in Context Date: Wednesday, 8 September 2021, 10:09 AM
Book: MODULE 2: COMMUNICATION MODELS

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9/8/2021 MODULE 2: COMMUNICATION MODELS

Description

This module will explain the different processes

involved in different communication models. Differentiation of each model and
sample situations were presented
for further strengthening of the concepts.

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9/8/2021 MODULE 2: COMMUNICATION MODELS

Table of contents

LEARNING OBJECTIVES

LESSON 1: COMMUNICATION MODELS

ASSESSMENT: Module 2 Quiz

SUPPLEMENTARY ACTIVITY: Module 2 Forum

ENRICHMENT ACTIVITY: Module 2 Assignment

REFERENCES

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9/8/2021 MODULE 2: COMMUNICATION MODELS

LEARNING OBJECTIVES

At the end of this module, the students should be able to:

1. identify the different communication models;

2. differentiate the four models of communication;

3. explain the different processes involved in each model; and

4. be able to relate the communication models in your everyday

experiences and give concrete examples.

Time Frame: Week # 2

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9/8/2021 MODULE 2: COMMUNICATION MODELS

LESSON 1: COMMUNICATION MODELS

In this module, you will learn how the

communication process operates or works in different situations, settings, and
contexts. Diagrams for each model will be
presented for you to be able to
visualize the processes involved which are highly unique for each communication
model. So let us now begin:

The first model is the SHANNON AND WEAVER’S COMMUNICATION MODEL

The Shannon-Weaver
Model follows the concept of communication in a linear fashion from sender
to receiver with the following steps: Sender, channel, and
receiver reflecting
the use of technologies. The sender is the part of a telephone a person speaks
into, the channel is the telephone itself, and the receiver is the
part of the
phone where one can hear the other person. The static that interferes with one
listening to a telephone conversation, or the absence of signal, is being
interpreted as noise.

This model is intended to show how radio and

telephone technologies function.

It is a model that is originally designed for

telephone communication.

Brief
Background of Shannon and Weaver’s Communication Model:

Taken from
Shannon-Weaver Model of Communication 7 Key Concepts (2020)

“The
Shannon-Weaver theory was first proposed in the 1948 article “A Mathematical
Theory of Communication” in the Bell System Technical Journal by Claude
Shannon
and Warren Weaver. Claude Shannon was a mathematician from the United States
and Warren Weaver was an electrical engineer from the United
States. Many
believe the model was mainly developed by Shannon alone. It is often simply
called the ‘Shannon information theory’ in science disciplines.
Shannon
developed the theory to improve understanding of communication via telephone
and eventually improve the quality of phones. It was later used as a
general
theory of communications.”

Source:https://helpfulprofessor.com/shannon-weaver-model/
retrieved 061520

Let us take a look and analyze the diagram below.

Source: retrieved
061820

https://www.bing.com/images/search?
view=detailV2&ccid=LbyO2xtt&id=6DF7805C3ECF75611AA4F3408E9AFB0C153F7AFC&thid=OIP.LbyO2xttkYnpZvzya1vqOgHaDT&mediaurl=https%3a%2f%2fcdn-
images-
1.medium.com%2fmax%2f1200%2f1*KshdzGhK5dI1Su9ewNPjLw.gif&exph=339&expw=759&q=images+shannon+and+weaver+sommunication+model&simid=60799

The SHANNON
AND WEAVER’S COMMUNICATION MODEL uses eight components showing how the
communication process works in different disciplines.

1.
Information Source-refers to a person who creates and sends the message

2. Message –
is what the information source sends to the destination

3.
Transmitter – refers to at least 2 layers of transmission for a face to
face communication. The first layer consists of the mouth producing the sounds
and the
body generating gestures in which both body and mouth create a
signal. The second layer is the channel composed of air for the production of
sound and light for
the generation of gestures. For TV broadcasts, there are
more layers involved such as cameras and microphones, editing and filtering
systems, satellite and local
radio waves, and broadcast antenna.

4. Signal
– refers to the flow of a signal through a channel. Sounds and gestures are
different signals depending on the type of channel and mode of transmission;
that is they become words, electric signals, radio waves, or pictures in a
book.

5. Channel-
or the carrier is the small unlabeled box in the middle of the model which is
usually air, light, electricity, radio waves, paper, and postal system.

6. Noise
– refers to any secondary signal that obscures or confuses the signal carried;
it also refers to any problems within the communicators or in their
environments which in one way or the other affects effective listening.

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9/8/2021 MODULE 2: COMMUNICATION MODELS
7. Receiver-
can be a set of ears and eyes in a face to face communication; in a phone
conversation, the receiver is the telephone while the TV set is the receiver
in
a television broadcast.

8. Destination-
usually, a person consumes and processes the message.

Source: Padilla, M. et al. Speak Right and Make a

Difference. Oral Communication in Context for Senior High School. Mutya
Publishing House, Inc. 2016

The second model is the INTERACTIVE MODEL- This model is a variation of the Shannon-Weaver
Communication Model which contains Wiener’s inclusion of
feedback, making this
model a two-way interchange of ideas rather than the one-way or linear sequence
of Shannon-Weaver Communication Model. Take note of
the following process in
this model: The destination-which provides feedback to the message received and
allow the information source to modify the message in
the present time;
feedback is either a message or a set of messages; the source of feedback
becomes information source and the original consumer of feedback
turns into a
destination.

The feedback is transmitted, received, and may

potentially become a noise. Then, feedback may be delayed because the
destination needs to wait until he
receives the message from the information
source.

Source: retrieved 061820

https://www.bing.com/images/search?
view=detailV2&ccid=ErpeV%2fc1&id=0BA1E451390770DE6513088A9E3CE77F73CDD26A&thid=OIP.ErpeV_c1yEV4EoB3_KXatgHaDt&mediaurl=https%3a%2f%2fw

The third model is the SCHRAMM’S COMMUNICATION MODEL which describes the dual role of the
communicator as the sender and receiver of the
communication process.

Background of
The Schramm’s Model of Communication:

After learning the Shannon weaver model, let’s find out about
Schramm’s model of communication which has its roots in the Shannon
weaver model itself.
Wilber Schramm proposed the model of communication in 1954.
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 content.
When the information reaches the recipient his prime responsibility is to understand what the speaker intends to convey. Unless and until the second party can
understand or decode the information that the sender wants to communicate, the message is actually of no use. Thus encoding and decoding are the two most
important factors of effective communication without which information can never flow between two individuals. Schramm’s model also revolves around the
above principle.
According to Schramm’s model, coding and decoding are the two essential processes of effective communication.
He also emphasizes that the communication is incomplete unless and until the sender receives feedback from the recipient. Imagine a person sharing his
thoughts with his friend and his friend not responding to him. Is the communication complete? NO. Schramm believed that communication is a two-way process
between the first party and the second party.

Source: retrieved 061720

Communication Models:https://www.managementstudyguide.com/communication-models.htm

Source: retrieved 061820

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9/8/2021 MODULE 2: COMMUNICATION MODELS
https://www.bing.com/images/search?
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Another diagram example for additional reference:

Source: retrieved 061820

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view=detailV2&ccid=kxYdeIN9&id=392A15B537015128D4075F90F4E066B531D5C906&thid=OIP.kxYdeIN98FlkxoBJjUqfgAHaFj&mediaurl=https%3a%2f%2fimage.s
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Features of
Schramm’s Model of Communication:

•The communicator takes both roles of the sender

and receiver; therefore, the communication process is circular.

•Communication is fluid since the sending and

receiving of messages are simultaneous.

•What is very unique in this model is the fields of

experience for both the sender/encoder and receiver/decoder. The fields of
experience refer to “life experiences,
attitudes, values, and beliefs that each
communicator brings to an interaction shaping how messages are sent and
received. Schramm believed that an
individual’s knowledge, experience, and
cultural background also play an important role in communication. Individuals
from diverse cultures, religions, or
backgrounds tend to interpret the message
in different ways.

• Various kinds of noise can also possibly change the message at any point until it
reaches the receiver.

• The feedback
helps resolve the problem because it allows the sender to modify the
information from what he observes/hears from the receiver, thus ensuring
that
the information reaches the receiver in the same manner as desired by the
sender. In Module 1 we discussed the following kinds of feedback:

Negative
feedback means there is a lack of
understanding in a given communication situation while positive feedback means that the receiver of the message
understands the message and vice versa. Silence
is also another form of feedback and can either be strong or not depending on
the context. Ambiguous
feedback can
either means positive or negative feedback in such answers such as “I see” and
“mmm-hmm”

Source: Padilla, M. et al. Speak Right and Make a Difference.

Oral Communication in Context for Senior High School. Mutya Publishing House,
Inc. 2016

The fourth
model is the INTERMEDIARY/GATEKEEPER
MODEL focuses on the role of intermediaries or gatekeepers in the
communication process. This model
is often used in Mass Communication. The intermediaries are the following:
editors of books, newspapers, magazines, or any kind of publication; moderators
of
internet discussion groups; and reviewers of peer-reviewed publications, or aggregators of clipping services. The
intermediaries can decide what messages they
want others to see and in what
context they want the messages to be seen and when they want the messages to be
seen. Intermediaries can alter messages or
prevent them from reaching a
particular audience. They act as gatekeepers
or censors in TV programs, in
newspapers and other publications, etc.

Let us take a look at the illustration below:

Source: retrieved 061820

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Ana7c6wHaFj&mediaurl=https%3a%2f%2fimage.slidesharecdn.com%2fwhatiscommunication-170806103422%2f95%2fcommunication-and-its-process-11-
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9/8/2021 MODULE 2: COMMUNICATION MODELS
To summarize, we learned about the Communication
Models namely Shannon-Weaver Communication Model, Interactive Model, Schramm’s
Communication
Model and the Intermediary/Gatekeeper Model. Can you still
remember the illustrations and the differences among these models of
communication? Try to
summarize it in your own words and understanding just for
a minute verbally.

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9/8/2021 MODULE 2: COMMUNICATION MODELS

ASSESSMENT: Module 2 Quiz

Click the image to take the quiz.

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SUPPLEMENTARY ACTIVITY: Module 2 Forum

Do you consider SILENCE as a strong feedback?

Explain your answer briefly. 

Is silence a positive or a negative

feedback? Defend your answers by giving concrete situations that you think
would support your stance on this question.

Click the image to answer the forum. 

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ENRICHMENT ACTIVITY: Module 2 Assignment

Answer the following questions briefly.

1. What do we mean by “field of experience” in

Schramm’s Model of Communication?

2. Give examples of “noise” that you think you were

able to experience in the process of communicating with other people.

3. Who are the gatekeepers, censors, or

intermediaries in the Intermediary Model?

4. What communication cycle can best describe the

Shannon-Weaver Communication Model? 
Explain briefly.

5. Why do you think “feedback” is important in any

communication process? Give examples.

Directions
for Submission:

     Ø  Write your answers in a word file and submit them in the Assignment Section.

     Ø  Save your word document in a PDF file and follow the File Name Format.

     Ø  Surname, First Name M.I._ Grade and Section_ Module Number

                Example: Rivera, Angela

P_11Stem8_ Module1

Click the image to submit the assignment.

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9/8/2021 MODULE 2: COMMUNICATION MODELS

REFERENCES

Barker, Larry L. Communication. Prentice Hall, Inc.

Englewood Cliffs, New Jersey. 1981. Second Edition.

Padilla, M. et al. Speak Right and Make a

Difference. Oral Communication in Context for Senior High School. Mutya
Publishing House, Inc. 2016.

ONLINE SOURCES:

https://helpfulprofessor.com/shannon-weaver-model/ retrieved 061520

retrieved 061720

Communication Models:

https://www.managementstudyguide.com/communication-models.htm

Images Link

retrieved 061820

https://www.bing.com/images/search?
view=detailV2&ccid=LbyO2xtt&id=6DF7805C3ECF75611AA4F3408E9AFB0C153F7AFC&thid=OIP.LbyO2xttkYnpZvzya1vqOgHaDT&mediaurl=https%3a%2f%2fcdn-
images-
1.medium.com%2fmax%2f1200%2f1*KshdzGhK5dI1Su9ewNPjLw.gif&exph=339&expw=759&q=images+shannon+and+weaver+sommunication+model&simid=60799

retrieved 061820

https://www.bing.com/images/search?
view=detailV2&ccid=ErpeV%2fc1&id=0BA1E451390770DE6513088A9E3CE77F73CDD26A&thid=OIP.ErpeV_c1yEV4EoB3_KXatgHaDt&mediaurl=https%3a%2f%2fw

retrieved 061820

https://www.bing.com/images/search?
view=detailV2&ccid=BBFodWda&id=F46ED9152025C33D8B1F64141E68F27569637A81&thid=OIP.BBFodWda6XHhC6gHY8VxOAHaCu&mediaurl=http%3a%2f%2fw

retrieved 061820

https://www.bing.com/images/search?
view=detailV2&ccid=kxYdeIN9&id=392A15B537015128D4075F90F4E066B531D5C906&thid=OIP.kxYdeIN98FlkxoBJjUqfgAHaFj&mediaurl=https%3a%2f%2fimage.s
140310091446-phpapp01%2f95%2fmarketing-communication-models-16-
638.jpg%3fcb%3d1394442958&exph=479&expw=638&q=Wilbur+Schramm+Model+of+Communication&simid=608020369311859839&ck=D2F409057088099DB80AD

retrieved 061820

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Ana7c6wHaFj&mediaurl=https%3a%2f%2fimage.slidesharecdn.com%2fwhatiscommunication-170806103422%2f95%2fcommunication-and-its-process-11-
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