Ach. Habib D. P.

279231008
Tito Adam Primadani 279231024
Moh. Fawaid Pradika 279231012
Communication
Model
Aristotles’s Model Dances’s Model
Lasswell’s Model Gerbner’s Model
Scharmm’s Model Westley and Maclean’s Model
Shannon and Weaver’s Model Riley and Riley’s Model
Osgood and Schramm’s Model Maletzke’s Model
What is Communication
Model?

Systematic representation
Merely pictures
Metaphor
 ADVANTAGES OF MODELS LIMITATIONS OF MODELS

Lead to oversimplifications
Allow us to ask questions
Lead of a confusion of the model
Clarify complexity
between the behavior
Leads to a new discoveries
Premature closure
Classical EHNINGER, GRONBECK, AND
Famous named with
rhetoric

Communication
MONROE Aristotle speaker-
centered model

Phobos
Pathos
ARISTOTLE KINNEVAY
Deimos

a complex of persons,
events, objects, and
relations presenting an
BITZER “RHETORICAL
SITUATION”
actual exigency,
can so constrain
human decision or
action
Back to Agenda Page

Classical EHNINGER, GRONBECK, AND

Famous named with
rhetoric

Communication
MONROE Aristotle speaker-
centered model

Phobos
Pathos
ARISTOTLE KINNEVAY
Deimos

a complex of persons,
events, objects, and
relations presenting an
BITZER “RHETORICAL
SITUATION”
actual exigency,
can so constrain
human decision or
action
 HAROLD
DWIGHT
LASSWELL
THE AMERICAN POLITICAL SCIENTIST IS WELL KNOWN FOR
HIS MODEL OF COMMUNICATION, LASWELL MODEL
THIS MODEL IS ABOUT PROCESS OF COMMUNICATION AND ITS FUNCTION TO SOCIETY
SURVEILLANCE OF THE ENVIRONTMENT
CORRELATION OF COMPONENTS OF SOCIETY
CULTURAL TRANSMISSION BETWEEN GENERATION

COMMUNICATION COMPONENT WHO REFERS THE RESEARCH AREA CALLED “CONTROL ANALYSIS”
SAYS WHAT REFERS TO “CONTENT ANALYSIS”
IIN WHICH CHANNEL IS REFERS TO “MEDIA ANALYSIS
TO WHOM IS REFERS TO “AUDIENCE ANALYSIS”
WITH WHAT EFFECT IS REFERS TO “EFFECT ANALYSIS”
ADD COMPANY NAME
 ADVANTAGES LIMITATIONS

Easy and Simple Feedback not mentioned

Suits for almost all types Noise not mentioned
The concept of effect Linear model
 Wilbur
Schramm
WILBUR SCHRAMM (1954) WAS ONE OF THE FIRST TO ALTER
THE MATHEMATICAL MODEL OF SHANNON AND WEAVER.
1. DECODING AND ENCODING AS ACTIVITIES MAINTAINED SIMULTANEOUSLY BY SENDER AND
RECEIVER

2. TWO-WAY INTERCHANGE OF MESSAGES

3. NOTICE ALSO THE INCLUSION OF AN “INTERPRETER” AS AN ABSTRACT REPRESENTATION OF

THE PROBLEM OF MEANING.
Advantages

Included Feedback
Communication is reciprocal, two-way, even though the feedback may be delayed.
Some of these methods of communication are very direct, as when you talk in direct
response to someone.
Others are only moderately direct; you might squirm when a speaker drones on and
on, wrinkle your nose and scratch your head when a message is too abstract, or shift
your body position when you think it’s your turn to talk.
Still other kinds of feedback are completely indirect. ex : teachers measure their
abilities to get the material across in a particular course by seeing how many
students sign up for it the next term.
Advantages

Schramm provided the additional notion of a “field of experience,” or the psychological

frame of reference
Included Context
A message may have different meanings, depending upon the specific context or
setting.
Shouting “Fire!” on a rifle range produces one set of reactions-reactions quite
different from those produced in a crowded theater
Included Culture
 Disadvantages
Schramm’s model, while less linear, still accounts for only bilateral communication between
two parties. The complex, multiple levels of communication between several sources is
beyond this model.
SHANNON AND
WEAVER’S MODEL
FORMULATE A THEORY TO GUIDE THE EFFORTS OF ENGINEERS IN FINDING THE MOST
EFFICIENT WAY OF TRANSMITTING ELECTRICAL SIGNALS FROM ONE LOCATION TO
ANOTHER (SHANNON AND WEAVER, 1949).
 SHANNON INTRODUCED A MECHANISM IN THE RECEIVER WHICH CORRECTED FOR DIFFERENCES BETWEEN THE
TRANSMITTED AND RECEIVED SIGNAL

THIS MONITORING OR CORRECTING MECHANISM WAS THE FORERUNNER OF THE NOW WIDELY USED CONCEPT OF
FEEDBACK (INFORMATION WHICH A COMMUNICATOR GAINS FROM OTHERS IN RESPONSE TO HIS OWN VERBAL
BEHAVIOR).
Advantages

This model, or a variation on it, is the most common communication model used in
low-level communication texts.

Significant development. “Within a decade a host of other disciplines—many in the

behavioral sciences—adapted it to countless interpersonal situations, often
distorting it or making exaggerated claims for its use.”

Taken as an approximation of the process of human communication

Advantages

The concepts of this model became staples in communication research

Entropy --> The measure of uncertainty in a system. Uncertainty or entropy increases
in exact proportion to the number of messages from which the source has to choose
Redundancy --> The degree to which information is not unique in the system. no
message can reach maximum efficiency unless it contains a balance between the
unexpected and the predictable, between what the receiver must have underscored
to acquire understanding and what can be deleted as extraneous.
Noise --> the measure of information not related to the message. Any additional
signal that interferes with the reception of information is noise.
Channel Capacity --> the measure of the maximum amount of information a channel
can carry.
Disadvantages

Only a fraction of the information conveyed in interpersonal encounters can be taken

as remotely corresponding to the teletype action of statistically rare or redundant
signals

Though Shannon’s technical concept of information is fascinating in many respects,

it ranks among the least important ways of conceiving of what we recognize as
“information.”
OSGOOD AND
SCHRAMM’S
MODEL
IT IS A CIRCULAR MODEL, SO THAT COMMUNICATION IS SOMETHING CIRCULAR IN NATURE

ENCODER – WHO DOES ENCODING OR SENDS THE MESSAGE (MESSAGE ORIGINATES)

DECODER – WHO RECEIVES THE MESSAGE

INTERPRETER – PERSON TRYING TO UNDERSTAND (ANALYSES, PERCEIVE) OR INTERPRET

OSGOOD AND SCHRAMM’S MODEL

From the message starting to ending, there is an interpretation goes on.

It can happen within our self or two people. Each person acts as both sender
and receiver and hence use interpretation

Semantic noise is a concept introduced here it occurs when sender and

receiver apply different meaning to the same message. It happens mostly
because of words and phrases for e.g. Technical Language

When semantic noise takes place decoding and interpretation becomes

difficult and people get deviated from the actual message.
Advantages

Dynamic model- Shows how a situation can change

It shows why redundancy is an essential part

There is no separate sender and receiver, sender and receiver is the same person

Assume communication to be circular in nature

Feedback – central feature.

 Disadvantages
This model does not talk about semantic noise and it assume the moment of encoding and
decoding.
DANCE’S MODEL

FRANK DANCE'S COMMUNICATION MODEL ASSUMES THAT A PERSON'S

COMMUNICATION STARTS AT BIRTH, AND CONTINUES AS LIFE PROGRESSES.
COMMUNICATION USUALLY MOVES FORWARD, BUT THERE ARE ALSO CASES OF IT
MOVING BACKWARDS. THIS IS BECAUSE MEMORIES AND IMPRESSIONS FROM THE
PAST ALSO INFLUENCE THE PRESENT.
 AT ANY AND ALL TIMES, THE HELIX GIVES GEOMETRICAL
TESTIMONY TO THE CONCEPT THAT COMMUNICATION WHILE
MOVING FORWARD IS AT THE SAME MOMENT COMING BACK
UPON ITSELF AND BEING AFFECTED BY ITS PAST BEHAVIOR,
FOR THE COMING CURVE OF THE HELIX IS FUNDAMENTALLY
AFFECTED BY THE CURVE FROM WHICH IT EMERGES.

YET, EVEN THOUGH SLOWLY, THE HELIX CAN GRADUALLY

FREE ITSELF FROM ITS LOWER-LEVEL DISTORTIONS. THE
COMMUNICATION PROCESS, LIKE THE HELIX, IS CONSTANTLY
MOVING FORWARD AND YET IS ALWAYS TO SOME DEGREE
DEPENDENT UPON THE PAST, WHICH INFORMS THE PRESENT
AND THE FUTURE. THE HELICAL COMMUNICATION MODEL
OFFERS A FLEXIBLE COMMUNICATION PROCESS
Strengths

C. David Mortensen : As a heuristic device, the helix is interesting not so much for
what it says as for what it permits to be said. Hence, it exemplifies a point made
earlier: It is important to approach models in a spirit of speculation and intellectual
play

Chapanis (1961) called “sophisticated play”

The helix implies that communication is continuous, unrepeatable, additive, and

accumulative. each phase of activity depends upon present forces at work as they
are defined by all that has occurred before.
Weakness

Mortensen :

May not be a model at all: too few variables.

If judged against conventional scientific standards, the helix does not fare well
as a model.
More specifically, it is not a systematic or formalized mode of representation
It describes in the abstract but does not explicitly explain or make particular
hypotheses testable.

Generates Questions, but leaves much unanswered.

does not the helix imply a false degree of continuity from one communicative
situation to another?
Does an unbroken line not conflict with the human experience of discontinuity,
intermittent periods, false starts, and so forth?
Gerbner’s Model
Mr George Gerbner is one of the pioneers in the discipline of communication
science. He is a professor and head of the Annenberg School of
Communication at Pennsylvania University.
We can only create a perception of something that we observe via our five
senses: a mental image whose form depends on our individual knowledge and
experience.
We can only communicate approximations of what we perceive and the
recipient of the message can only form their own perception of what it means.

Several factors are involved between the Phenomenon and the Communicator
Selection
Context (Attitudes, Moods, Culture, and Personality)
Availability

Keyword: Perception, Observe, Knowledge & Experience

Case Study
M
Selection
E
Advantages
1
E Content
Availability
Event
1. Sharing about a phenomenon
2. Repeatable model

Channels
Limitations

Control
Media
1. Miss perception
2. Ability to understand the phenomenon
2
S
Form
E
Content
M1

Perception Dimensions:
Phenomenon is everything that happens in real life, the
content of the phenomenon or message in this context,
understood by M. After understanding the message of a
phenomenon, M will convey the message in the form of E1
(E1 is not the same as E) because M couldn't understand
the whole message, and can only understand part of E, this
is understood as the Perception Dimension.
Westley and Maclean’s Model
Westley and MacLean realized that communication is not initiated by
someone starting to speak, but rather when someone responds
selectively to nearby physical events.
The Westley and MacLeans communication model is an extension of the
Lasswell and Shannon Weaver communication model. This model
combines the interpersonal communication model and the mass media
communication model, where interaction occurs quickly but occurs in a
group or organization.
The use of the Westley and MacLeans model is applied to social media,
where everyone can have an opinion on a phenomenon or content.
The most important concept in Westley and MacLean is feedback in
communication that occurs in real time.

Keyword: Object, Orientation, Message, Source, Recipient and Feedback

Case Study Advantages
1. Two ways communication
2. More effective communication
3. Provide freedom of speech
Limitations
1. Minimum Gatekeeping
2. Easily influenced by hoax
3. Need more regulated
Riley and Riley’s Model
John W and Matilda White Riley, were a husband and wife team of
sociologists from Brunswick who published many articles together in the field
of communications.
Riley and Riley's communication model suggests that communicants react to
a message not solely based on the response that occurs, but there is the
influence of groups around them, such as family, community and other
groups.

Human will definitely so that reactions to a This Communication and develops better
interact withother message will also be model helps resolve understanding between
humans in groups influencerd by group in problems that occur the two groups
understanding and between two groups in a
interpreting a message larger social structur
Keyword : Group, Interpretation, Understand.
Case Study

Advantages
1. Resolved problem between two groups
2. Create mutual understanding between two
groups

Limitations
1. Communication influenced by culture
2. Requires more mental filter
 Gerhard Maletzke
Maletzke’s
Model Affected by
Mass Communication model that is
carried out by emphasizing 4 main
components; Sender, Message, Chanel,
and Reciever.
The direction of the Maletzke Communication
Model is more aimed at mass communication
which is aimed at several things, because it uses
psychological and sociological approaches. Comm. Skill Elements Seeing Comm. Skill
This model is so detailed that it can be a tool for Knowledge Content Hearing Knowledge
determining factors related to the mass Social System Treatment Touching Social System
communication process from a psychological
Culture Structure Smelling Culture
and social perspective.
Attitudes Code Taste Attitudes

Keyword : Mass Comm., Psychological, Sociological

 Advantages
Case Study
1. Delivered message was filtered
2. There is clear regulation for this model
3. Every Components are matters
Limitations
1. One way communication
2. Media monopoly
3. Education matters
Thank You
Disscussion Page
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