The SMCR Model and How it Applies to a Sample Media

Chapter 1

Communication: The exchange of meaning

Communication: The exchange of meaning› Talking› Watching television› Reading the paper› Listening to the radio› Surfing the web

Communication: The exchange of meaning› Brand name embroidered on a pair of jeans› Logo on a shopping bag› Winking at the end of a joke

The exchange between a source of a message and its receiver

The exchange between a source of a message and its receiver

This is a copy of the graphical illustration by artist: Einar Faanes based on by a developed communication model made by Claude Elwood Shannon and Warren Weaver in 1949 . This file is licensed under the Creative Commons Attribution ShareAlike 2.5, Attribution ShareAlike 2.0 and Attribution ShareAlike 1.0”. It can be found at http://search.creativecommons.org keyword search SMCR Model.

SMCR stands for:

SMCR stands for:› Source

SMCR stands for:› Source› Message

SMCR stands for:› Source› Message› Channel

SMCR stands for:› Source› Message› Channel› Receiver

This is a very basic model that includes:› Online communication› Written text› Audio› Video

Source› Creator of the

message or communication

This is a reproduction of a photograph by Creative Commons Author= VP7071, now寬頻電視新聞台 , Now TV reporter. Permission is granted to copy, distribute and/or modify this document under the terms of the GNU Free Documentation License, Version 1.2 or any later version published by the Free Software Foundation. It can be found at http://commons.wikimedia.org/wiki/File:HK_Victoria_Park_Now_TV_News_Reporter_2007.JPG

Message› The actual content

or idea being conveyed

Photo courtesy Microsoft Office Clip Art, keyword search - anchor,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

Encoder› Translates the

message into a form that can be communicated such as studio equipment

Photo courtesy Microsoft Office Clip Art, keyword search - audio,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

Channel› The medium used to

convey the message from one place to another

Photo courtesy Microsoft Office Clip Art, keyword search - transmitter / satellite,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

Decoder› The television set in

your living room decodes the signal

Photo courtesy Microsoft Office Clip Art, keyword search - television,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

Receiver› The individual or group

for which the message is intended

Photo courtesy Microsoft Office Clip Art, keyword search - people,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

Feedback› Return communication

from the receiver to the sender

› Can be instantaneous or delayed

Photo courtesy Microsoft Office Clip Art, keyword search - return,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

Interactivity› Viewers can choose

their own content› Video games that get

progressively hard are interactive

Photo courtesy Microsoft Office Clip Art, keyword search - technologyhttp://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

Noise› Any distortion that may

be introduced during the information exchange

Photo courtesy Microsoft Office Clip Art, keyword search - hearing,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

Gatekeeper› An elite group of

corporations of media commentators and professional producers that decide what the audience should receive

Photo courtesy Microsoft Office Clip Art, keyword search - gate,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

The Big Picture› Possible manipulation

Corporate Political

Photo courtesy Microsoft Office Clip Art, keyword search - worldwide,http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033