COMMUNICATION MODELS

1. ARISTOTLE’S MODEL OF COMMUNICATION Aristotle (384-322 B.C)

- Was a Greek philosopher and writer born in Stagira, Northern Greece. He was also the teacher of
Alexander the Great. He studied physics, logic, mathematics, etc.

- Aristotle developed a linear model of communication for oral communication known as Aristotle’s
Model of Communication.

- Considered as the first model of communication and was proposed before 300 B.C. It is also the most
widely accepted among all communication models.

- Aristotle Model is mainly focused on speaker and speech. (Speaker cantered/oriented)

- There is no concept of feedbacks. Only effect.

ELEMENT/TERMS OF ARISTOTLE:

 Speaker – As the sender

CRITICAL ELEMENTS OF A GOOD COMMUNICATOR:

 Ethos - the characteristic which makes you credible in front of the audience. If there is no
credibility, the audience will not believe in you and will not be persuaded by you. (such as
experiences, positions, or credentials that can prove that you can be trusted).
 Pathos - If what you say matters to them and they can connect with it, then they will be more
interested and they will think you are more credible. Emotional bonds will make the audience
captivated and they feel the speaker is one of their own people.
 Logos - Logos is logic. You must present facts to the audience for them to believe in you. For
example, a presenter using factual data in an awareness program will attract the audience’s
attention and will make them believe in the need of awareness in the particular matter.
2. LASSWELL’S MODEL OF COMMUNICATION

- Lasswell’s communication model was developed by communication theorist Harold D. Lasswell (1902-
1978) in 1948.

- Also known as action model or linear model or one way model of communication.

- regarded as one the most influential communication models.

- Lasswell’s communication model has five components which is used as an analysis tool for evaluating
the communication process and components. The components are the questions to be asked to get the
answers and keep communication going.

- No feedback. But only effect.

 Control analysis (communicator) - helps the sender to have all the power.
 Content analysis (message) - the purpose or the ulterior motives of the message.
 Media analysis (medium) - represents which medium should be used to exercise maximum
power against the receivers.
 Audience analysis (receiver) - shows who are the target population to be manipulated or brain-
washed.
 Effect analysis (effect to the receiver) - It is used to predict the effect of message over the target
population to be exploited.

- Lasswell’s model was developed to analyze mass communication.

- It was made to show the mass media culture.

- They don’t require feedback from their receivers through words. Since this model is commonly used
for media, the effect varies on how the receivers are affected based on what they’d watched or listened
from different media.
3. SHANNON – WEAVER’S MODEL OF COMMUNICATION

- Shannon Weaver model of communication was created in 1948 when Claude Elwood Shannon wrote
an article, “A Mathematical Theory of Communication”.

- Shannon was an American mathematician whereas Weaver was a scientist. The Mathematical theory
later came to be known as Shannon Weaver model of communication or “mother of all models.”

- This model is more technological (circular/two-way) than other linear models.

Concepts in Shannon Weaver Model:

 Sender (Information source) - the person who makes the message, chooses the channel and
sends the message.
 Encoder (Transmitter) - is the sender who uses machine, which converts message into signals or
binary data. It might also directly refer to the machine. (Globe, smart, etc.)
 Channel – the medium used to send message.
 Decoder (machine Receiver) - the machine used to convert signals or binary data into message
or the receiver who translates the message from signals. (phone, television, etc.)
 Receiver (destination) - the person who gets the message or the place where the message
must reach. The receiver provides feedback according to the message.
 Noise - the physical disturbances like environment, people, etc. which does not let the message
get to the receiver as what is sent. (ex: no signal noise from phones).

Examples: a. A businessman sends a message via phone text to his worker about a meeting happening
about their brand promotion. The worker does not receive the full message because of noise.

Businessman: We have a meeting at the office (“at 8 am” goes missing due to phone network disruption
or noise)

Worker (feedback): At what time?

Sender - Businessman

Encoder - Telephone Network Company

Channel - Mobile network, Noise - Missing text due to disruption, Decoder - Mobile phone
 4. SCHRAMM’S MODEL OF COMMUNICATION

- Schramm’s Model of Communication was postulated by Wilbur Schramm in 1954.

- He suggested that communication is a two-way process where both sender and receiver take
turns to send and receive a message.

- developed a straightforward communications model in his book “The Process and Effects of Mass
Communications“.

- In the model, Schramm shown that communication always requires three elements – the source,
the message and the destination.

Elements of Schramm’s Model:

 Encoder (Sender) - is termed as the source of the message since he’s the one who composes
and sends the message to the receiver.
- The source of the message is the originating element from which the communication begins,
but in the case of this model, it is the same place where communication ends. That is, the
sender becomes the receiver and vice versa.
 Decoder (Receiver) - is the one to whom the sender’s messages are sent.
 Message - is the core content of the communication, and it can be a text, audio, video, or a
combination of all.
 Interpreter - may be present to ensure that the respective receiver or the sender correctly
understands the message.
 Feedback - can also be seen as a message because it satisfies all the criteria of being a message.
It originates on one side and ends on the other side. Feedback is when the receiver starts
transmitting information based on the input which he has received from the sender.
 Semantic noise - is an interruption that is caused in the process of communication. The noise
disrupts the message, failing the message, and the communication process.
 5. WOOD’S TRANSACTIONAL MODEL OF COMMUNICATION

- Transactional Model developed by Julia Wood (2004).

- She defined communication as “a systemic process in which individuals interact with and
through symbols to create and interpret meanings.”

- The sender and receiver of this model are labeled as communicators, signifying the active roles of each
in constructing the meaning of the message, as represented by the double-headed arrows.

- The Transactional Model focuses on how we interpret meaning and how meanings are shared within
our communication with other people.