MODELSMODELS OF OF

COMMUNICATIONCOMMUNICATION

A. LINEAR MODELSA. LINEAR MODELS

1. Aristotle1. Aristotle

SPEAKER SPEECH AUDIENCE

Key points of Aristotle’s model:

a. ETHOS – source credibilityb. PATHOS – understanding the audiencec. LOGOS – message design and strategy, particularly

for persuasive communication

2. 2. Harold Lasswell’ FormulaHarold Lasswell’ Formula

WHO SAYS WHATTHROUGH

WHICH MEDIUM

TO WHOM

UNDER WHAT CIRCUMSTANCES?FOR WHAT PURPOSE?WITH WHAT EFFECT?

BRADDOCK’S EXTENSION OF THE LASSWELL FORMULA

3. 3. Shannon and Weaver’s Shannon and Weaver’s General Model of CommunicationGeneral Model of Communication

Mass medium device

Informationsource

Message Channel Receiver Destination

NOISE

Examples of NOISE:Examples of NOISE:

A loud motorbike roaring down A loud motorbike roaring down the road while you’re trying to the road while you’re trying to hold a conversationhold a conversation

Your little brother standing in Your little brother standing in front of the TV setfront of the TV set

Smudges on a printed pageSmudges on a printed page

NOISE can be in the form of:NOISE can be in the form of:

DISTRACTIONDISTRACTION What happens when you What happens when you

communicate to a physically communicate to a physically attractive person?attractive person?

DIFFERENCES IN THE USE DIFFERENCES IN THE USE OF CODEOF CODE Is there communication when you Is there communication when you

speak to a Korean using the speak to a Korean using the Filipino language?Filipino language?

EMPHASIZING THE WRONG EMPHASIZING THE WRONG PART OF THE MESSAGEPART OF THE MESSAGE An advertising campaign can be An advertising campaign can be

successful but this can make the successful but this can make the viewers not to pay attention to the viewers not to pay attention to the product.product. ““Nasasabik sa unang araw ng Nasasabik sa unang araw ng

eskwela, taas kamay with eskwela, taas kamay with confidence... “confidence... “

Brainy HighBrainy High MVP HighMVP High Sosy HighSosy High Nice Guy HighNice Guy High

ATTITUDE TOWARDS THE ATTITUDE TOWARDS THE SENDERSENDER Ex: If you don’t like the person Ex: If you don’t like the person

you’re talking to, conversation you’re talking to, conversation may go wrong.may go wrong.

ATTITUDE TOWARDS THE ATTITUDE TOWARDS THE MESSAGEMESSAGE You like your friend but you don’t You like your friend but you don’t

like what he/she says about God’s like what he/she says about God’s existence. You’ll just tune out.existence. You’ll just tune out.

SOURCE

Comm skillsKnowledge

Social system

RECEIVERComm. SkillsKnowledge

Social system

CHANNEL

SeeingHearingTouchingSmellingTasting

MESSAGE

ContentTreatment

Code

Key points of Berlo’s Model:

1. Two are encoding skills: SPEAKING & WRITING2. Two are decoding skills: LISTENING & READING3. The fifth is crucial to both encoding and decoding:

THINKING or REASONING

4.4. Source and receiver Source and receiver characteristics affect each characteristics affect each other even if the message is other even if the message is received as intended.received as intended.

5.5. The social system/culture The social system/culture serves as the context within serves as the context within which the source and receiver which the source and receiver create and interpret create and interpret messages.messages.

5.5. Charles Osgood and Wilbur Charles Osgood and Wilbur Schramm’s Schramm’s CIRCULAR CIRCULAR MODEL MODEL (1954)(1954)

DECODER/INTERPRETER/

ENCODER

ENCODER/INTERPRETER/

DECODER

MESSAGE

MESSAGE

Key points in Osgood-Schramm Key points in Osgood-Schramm model:model: FEEDBACK is part of the FEEDBACK is part of the

communication processcommunication process Forms:Forms:

ReplyReply QuestionQuestion Shrug Shrug Any facial expressionAny facial expression ApplauseApplause

Communication is NOT LINEARCommunication is NOT LINEAR The roles of sender and receiver cannot The roles of sender and receiver cannot

be clearly distinguished because they be clearly distinguished because they swap roles.swap roles.

6. 6. GEORGE GERBNER’GEORGE GERBNER’S S Model of CommunicationModel of Communication

M2SE1

“It’s raining”

ME1

RainE

Condensationof moistureIn the air

Language sequence

(Form)“It’s raining”

event

ABOUT EVENT

STATEMENT

Event as perceived

Source

MEANSvoiceS

tate

men

t as

pe

rcei

ved

Des

tinat

ion

M communicates to M2

A perception of the weather

Key points in Gerbner Model:Key points in Gerbner Model:

Communication is a process Communication is a process PERCEPTION-PRODUCTION-PERCEPTION-PRODUCTION-PERCEPTIONPERCEPTION Perception involves active interpretationPerception involves active interpretation

The human communication process The human communication process is subjective, selective, variable, and is subjective, selective, variable, and unpredictable.unpredictable. The way E is perceived will be The way E is perceived will be

determined by a variety of factors, such determined by a variety of factors, such as attitudes, beliefs, experience of M as attitudes, beliefs, experience of M (the source)(the source)

Other factors affecting Other factors affecting perception:perception: SELECTIONSELECTION

GatekeepingGatekeeping CONTEXTCONTEXT

Shouting and raving indicate that a Shouting and raving indicate that a person is very angry in one context, but person is very angry in one context, but psychotic or crazy in anotherpsychotic or crazy in another

AVAILABILITYAVAILABILITY How many Es are there around?How many Es are there around? When are we more likely to pay When are we more likely to pay

attention to Es?attention to Es?