MENDONES, EDEN G.

BSBA-1 BLOCK 5

Different Communication Models

Aristotle Model is mainly focused on speaker and speech. It can be broadly divided into 5 primary elements: Speaker,
Speech, Occasion, Audience and Effect.

The Aristotle’s communication model is revolves around the speaker as the main concept of this theory is that, speaker
plays the most important role in communication and it is the only one who holds the responsibility to influence his/her
audience through public speaking. It is the speaker’s role to deliver a speech to the audience. The  audience is
passive, influenced by the speech. This makes the communication process one way, from speaker to receiver.

The speaker must organize and prepare his/her speech beforehand, according to the target audience and situation
(occasion).

Even if the model is speaker oriented and focuses on audience interaction in communication, there is no concept of
feedbacks.

For instance, a politician (speaker) gives a speech to get votes from the civilians (audience) at the time of election
(occasion). The civilians only vote if they are influenced by the things the politician says in his speech so the content must
be very impressive to influence the mass and the speaker must design the message very carefully.

The speech must be clear as well as the speaker must have a very good non-verbal communication with the audience like
eye contact. This example is a classic case of Aristotle Model of Communication depicting all the elements in the model.

Advantages

 Aristotle’s theory can be defended because it is made up from his studies of the natural world, reliable.
 Strong compared to Plato's forms which are not observable in the physical world.
 The four causes can be applied to things that exist within the world as a way of explaining them
 There are no anomalies to contradict the argument so not much opposition e.g. God or the big bang.

Disadvantages

 Rely on experience. this is unreliable because experience changes from person to person(We cannot be sure that
chairs look the same to every person)
 Has no concrete evidence that the material world is the source of knowledge.
 Perhaps things don't exist for a reason, some things happen by chance. For example, Bertrand Russell said "The
universe is just here, and that's all".
 if the prime mover cannot interact with the world, it is very different from the Judaeo-Christian understanding of
God.
.

Ethos

Ethos is about the writer or speaker’s credibility and degree of authority, especially in relation to the subject at hand. A
doctor’s ethos is the result of years of study and training. Due to his qualifications, a doctor’s words involve a significant
degree of authority.

One’s ethos can be damaged in the blink of an eye, however. For example, the reputable politician may be found out when
corruption scandals come to light and his private life turns out to be in complete contrast with his political standpoints.
Tips for building ethos in communication:

Use words that suit the target group

Keep communication professional

Conduct research before words are presented as facts

Use recommendations from qualified experts

Make logical connections and avoid fallacies

Pathos

The literal translation of pathos is emotion. In the rhetoric, pathos refers to the audience and the way in which they react
to the speaker’s message, the center in the Aristotle Model of Communication. The idea behind pathos is that the audience
must feel that they are communicated with. In certain situations, they want to feel more confident, in others more sad,
angry, or emotional. Before and during the Second World War, Adolf Hitler gave many speeches in front of tens of
thousands of people. His words and particular pronunciation made his audience feel attracted to him. Pathos, emotion, can
therefore also be abused. For example, people may become anxious as a result of the false consequences of not buying a
product presented in the sales world. The question of whether emotions may be manipulated in sales strategies is a
sensitive one. When collecting money for charities, this is somewhat socially acceptable. However, when selling products
or services, many people will express their doubts. Nevertheless, capitalising on pathos can be very effective. Tips for
effectively addressing emotions:

People’s involvement is stimulated by humour. Always keep different types of humour in mind, though

Use images or other visual materials to evoke strong emotions

Pay attention to the intonation and tempo of one’s voice in order to elicit enthusiasm or anxiety

Logos
The direct translation of logos is logic, but in rhetoric it more broadly refers to the speaker’s message and more
specifically the facts, statements, and other elements that comprise the argument. According to the Aristotle model of
communication, logos is the most important part of one’s argument. For this reason, it is crucial that sales talks always
emphasise this particular element. The appeal to logic also means that paragraphs and arguments must be properly
ordered. Facts, statistics and logical reasoning are especially important here. When analysing logos, always ask yourself:

What is the context? What conditions are relevant?

What are the potential counter-arguments?

Is there any evidence that supports my argument? Always mention this

Do I correctly avoid generalisations and am I being specific enough?

This model is about process of communication and its function to society, According to Lasswell there are three functions
for communication:

Surveillance of the environment

Correlation of components of society

Cultural transmission between generation

Lasswell model suggests the message flow in a multicultural society with multiple audiences. The flow of message is
through various channels. And also this communication model is similar to Aristotle’s communication model.

In this model, the communication component who refers the research area called “Control Analysis”,

Says what is refers to “Content Analysis”,

In which channel is refers to “Media Analysis”,

To Whom is refers to “Audience Analysis”

With What Effect is refers to “Effect Analysis”

Example:

CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power station resulted in about 100 times the
permitted level of radioactive material flowing into the sea, operator Tokyo Electric Power Co said on Saturday.

Who – TEPC Operator

What – Radioactive material flowing into sea

Channel – CNN NEWS (Television medium)

Whom – Public
Effect – Alert the people of japan from the radiation.

Advantage of lasswell model:

 It is Easy and Simple

 It suits for almost all types of communication
 The concept of effect

Disadvantage of lasswell model:

 Feedback not mentioned

 Noise not mentioned
 Linear ModeL

The Schramm Communication Model is a cyclical communication model containing all basic principles of
communication. 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.

The cyclical communication model is based on the theory and belief that communication is a two-way street. This means
there’s at least a sender and a recipient. The model contains at least one other element as well; the message itself. Usually
communication takes places along the traditional path with a wasteful recipient and sender. The recipient and sender can
also be one and the same. This is called intra-personal communication. The former is called interpersonal communication.
Where several other models and theories about communication are linear in nature, the Schramm Communication Model
is circular. This means at least two parties are required to send and receive a message. Both the sender and the recipient
have to encode and decode the message to interpret the message correctly.

Wilbur Schramm published the circular communication model in 1954, several years after Lasswell’s communication
model was published. Schramm wrote and spoke about the communication model—based on the model by Charles
Egerton Osgood—in his book ‘The Process and Effects of Mass Communication’. He later made some changes, including
introducing the field of experience, or commonality. This refers to what is mutually understood between the recipient and
the sender. A physics professor can teach mathematical principles to a class of psychology students, but it won’t be easy
as the students don’t share a field of experience that would have made it easier to understand the message.

Advantage of Osgood- Schramm model of communication

a) Circular communication gives opportunity to both parties to givetheir opinion.b) Semantic noise included as a concept
helps in understandingproblems that can occur during interpretation of message.c) Feedback makes it easier to know if the
message is interpreted bythe receiver as intended or not.
Disadvantages of Osgood- Schramm
model of communication

a) This model does not talk about

semantic noise and it assumesencoding
and decoding takes place on its own. This
is a major drawbackof this
model.b) This model cannot deal
with multiple levels of
communication andcomplex
communication processes. c) There
can only be
two sourcescommu nicating, many sources
complicate the process and the
modelcannot be implemented.

Three Elements

Source (Encoder)

The source of the message is the sender; the party who sent the message. The source has to be clear when sending the
message and has to be able to show why it is important that the recipient reads it. This is why the sender of a message has
to make sure that the information he is providing is useful, relevant, and accurate.

In order to ensure that the recipient can properly read the message, it has to be encoded. This means it is necessary for the
recipient to know the sender. The success of the attempt at communication will depend on the ability to bring across the
information in a simple but clear way. The way in which the message is encoded is influenced by cultural aspects,
perceptions, knowledge, attitudes, experiences, and skills.

Recipient (Decoder)

The recipient of a message is the person or group to whom the message has been sent. Whether the recipient is able to
decode the message depends on a number of factors. For instance, how much does the individual know about the topic of
the message, but also how open are they for a message and do they trust the source. The interpretations of the recipient are
influenced by cultural aspects, perceptions, knowledge, attitudes, experiences, and skills as well.

Decoding a message is a psychological process. After the message has been received, the stimulus is immediately sent to
the brain for interpretation. This is where the message is given meaning, if at all. This processing phase is also called
decoding. Communication is successful when the recipient correctly interprets the message from the source.

MessageIn the studies of rhetoric and communication, a message is defined as information. This information is
communicated through words or other characters and symbols. A message, either verbal or non-verbal, is the content of
the communication process and plays an important role in the Schramm Communication Model.

A message may contain verbal content, such as speech, sign language, emails, WhatsApp messages, or phone calls. A
message can also consist of non-verbal content, such as behaviour, gestures, body language, eye contact, physical contact,
timing, and even artefacts.
White Stages Model
Eugene white's 8 oral stages of Communication
Thinking-Symbolizing-Expressing-Transmitting-Receiving-Decoding-Feedback -Monitoring
Thinking-Symbolizing-Expressing-Transmitting-Receiving-Decoding-Feedback -Monitoring

Thinking- a desire , feelings or an emotion provides a communicator a stimulus to communicate a need.

Symbolizing- before a communicator can utter a sound(s). He/she has to known the code of oral language with which to
represent his/her ideas and in order to make his/her selection.

Expressing- the communicator then use his/her vocal mechanism to produce the sounds of language accompanied by
his/her facial expression, gestures, and body stance.

Thinking- a desire , feelings or an emotion provides a communicator a stimulus to communicate a need.

Symbolizing- before a communicator can utter a sound(s). He/she has to known the code of oral language with
which to represent his/her ideas and in order to make his/her selection.
Expressing- the communicator then use his/her vocal mechanism to produce the sounds of language
accompanied by his/her facial expression, gestures, and body stance.
Transmitting- the sound waves spread at 1000 ft. per sec. and light waves travel at a speed of 186 000 miles per second
carry the speaker's message his/her listeners.

Receiving-when sound waves make an impact upon the listener's ears after which the resulting nerve impulses reach the
brain via the auditory nerve.

Decoding- the communicator interprets the language symbols he/she receives and think further.

Transmitting- the sound waves spread at 1000 ft. per sec. and light waves travel at a speed of 186 000 miles
per second carry the speaker's message his/her listeners.

Receiving-when sound waves make an impact upon the listener's ears after which the resulting nerve impulses
reach the brain via the auditory nerve.

Feedback- the communicator may show overt behavior like a nod,yawn ,or smile or he/she may not
show any behavior at all.

Monitoring- while the communicator watches for the sign or understanding of his/her message among
his/her listener; the communicator is receiving and decoding messages about himself/herself from
his/her audience in order to adjust to the particular situation.

Feedback- the communicator may show overt behavior like a nod,yawn ,or smile or he/she may not show any behavior at
all.

Monitoring- while the communicator watches for the sign or understanding of his/her message among his/her listener; the
communicator is receiving and decoding messages about himself/herself from his/her audience in order to adjust to the
particular situation.
Frank Dance explains the communication
process based on this Helix structure and
compares it with communication. In the
Helix structure, the bottom or
starting is very small then it gradually
moves upward in a back and forth
circular motion which forms the
bigger circle in the top and it is still moves further. The whole process takes some time to reach. As like helix, the
communication process starts very slowly and defined small circle only. The communicators shared information only with
a small portion of themselves to their relationships. Its gradually develops into next level but which will take some time to
reach and expanding its boundaries to the next level. Later the communicators commit more and shared more portions by
themselves.

Example
When a child is born the only means of communication for him is crying, he cries for everything like hunger, pain, cold
etc.. As the child grows the means of communication become wider and broader. He learns to make noises then he learns
a language to obtain attention and to fulfil his needs. As a Helix, the process of communication, in this case, started as
crying and later it developed into a complex and compound means.

The Helical model of communication is largely dependent on its past. A child learns to pronounce a word in his
elementary classes and throughout his life he uses that word in the same way he learnt. Just like that, we used to react to
certain things in a certain way in our childhood and such reactions and habits lasts with us forever. The communication
evolves in the beginning in some simple forms then the same process of communication functions and develops based on
past activities. Thus, his way of communication or his reactions may also different from the past behavior and
experiences. It develops further with modifications according to the situations.

Therefore the model concludes that the process of communication is like a continuous curve with some changes or
flexibility. The base of the helical curve (lower level) can be affected and/or altered at any time accordingly the
experience of an individual.

Advantages

 The model assumes sender and to be interchangeable and makes communication process to be two way.
 The model takes the communication process speculative and intellectual.
Disadvantages

 The model is taken as more simple than it should be.

 Some critics don’t take it to be a model as it has very few variables.
 It is not testable because it is abstract.
 It is not represent in a systematic and orderly way.
 Variables cannot be differentiated in this model.
 Continuity may not always be true for communication. There might be breaks in situations as well as events can
be meaningless, forced, or unproductive.
 The purpose of communication is not always growth.
