Berlo’s SMCR ModelIn 1960, David Berlo expanded Shannon and Weaver's 1949 linear model of communication and created the Source-Message-Channel-Receiver (SMCR) Model of Communication. The SMCR Model of Communication separated the model into clear parts and has been expanded upon by other scholars.The berlo’s model follows the smcr model this model is not specific to any particular communication.

SOURCE• MESSAGE• CHANNEL• RECEIVER• Source : The source is were the message originates.• Communication skills  – It is the individual’s skill to communicate (ability to read,

write, speak, listen etc…)• Attitudes   – The attitude towards the audience, subject and towards one self for e.g.

for the student the attitude is to learn more and for teachers wants to help teach.

• Knowledge - The knowledge about the subject one is going to communicate for e.g. whatever the teacher communicates in the class about the subject so having knowledge in what you are communicating.

• Note : It is not talking about the general knowledge it is all about the knowledge of the subject, so it is the familiarity of what you are communicating.

• Social system  – The Social system includes the various aspects in society like values, beliefs, culture, religion and general understanding of society. It is were the communication takes place.

• For e.g. class room differs from country to country like behaviors, how we communicate etc.

• Note : We can communicate only to the extent that the social system allows, when we communicate take social system into account.

• Culture : Culture of the particular society also comes under social system.• All to this model, only if you have the above in the proper or adequate proportion v

can communicate.• Encoder : The sender of the message (message originates) is referred as encoder, so

the  source is encoding the message here.• Message • Content  – The beginning to the end of a message comprises its content for e.g.  From

beginning to end whatever the class teacher speaks in the class is the content of the message.

• Elements  – It includes various things like language, gestures, body language etc, so these are all the elements of the particular message. Content is accompanied by some elements.

• Treatment   – It refers to the packing of the message. The way in which the message is conveyed or the way in which the message is passed on or deliver it.

• Note: When it is too much treatment also the communication will not happen properly.

• Structure - The structure of the message how it is arranged, the way you structure the message into various parts.

• Note : Message is the same but if the structure is not properly arranged then the message will not get to the receiver.

• Code - The code of the message means how it is sent in what form it could be e.g. language, body language, gestures, music and even culture is a code. Through this you get/give the message or through which the communication takes place or being reached.

• Note :  Only when the code is proper, the message will be clear, improper use may lead to misinterpretation.

• Channel -   It is nothing but the five senses through this only we do. The following are the five  senses which we use, Hearing, Seeing, Touching, Smelling, Tasting

• Whatever communication we do it is there either of these channels.• Hearing : The use of ears to get the message for e.g. oral messages, interpersonal etc.• Seeing : Visual channels for e.g. TV can be seen and the message is delivered.• Touching : The sense of touch can be used as a channel to communicate for e.g. we

touch and buy food, hugging etc.• Smelling : Smell also can be a channel to communicate for e.g. perfumes, food,

charred smell communicates something is burning, we can find out about which food is being cooked etc.

• Tasting  : The tongue also can be used to decipher e.g. Food can be tasted and communication can happen.

• Note : Despite not mentioning a medium we need to assume that as communication is taking place channels can be any of the 5 senses or combination.

• Decoder  : Who receives the message and decodes it is referred to as decoder.• Receiver : The receiver needs to have all the thinks like the source.• This model believes that for an effective communication to take place the source and

the receiver needs to be in the same level, only if the source and receiver are on the same level communication will happen or take place properly. So source and receiver should be similar

• For e.g. Communication skills on source side is good then the receiver should equally have good listening skills.

• We cannot say the entire message passed doesn’t reaches the receiver has it is because the receiver may not good in listening, so only for the effective communication the source and the receiver to be in the same level.

• Note : Self image differs from person to person, for communicating the person should consider the receiver. Keep the receiver in mind, speak accordingly and give them what they need.

• SOURCE– Communication skills– Attitudes– Knowledge– Social system– Culture

• MESSAGE– Content– Elements– Treatment– Structure– Code

• CHANNEL– Seeing– Hearing– Touching– Smelling– Tasting

• RECEIVER– Communication skills– Attitudes– Knowledge– Social system– Culture

Criticism of berlo’s smcr model of communication:• No feedback / don’t know about the effect• Does not mention barriers to communication• No room for noise• Complex model• It is a linear model of communication• Needs people to be on same level for communication to occur but not true in real life• Main drawback of the model is that the model omits the usage of sixth sense as a

channel which is actually a gift to the human beings (thinking, understanding, analyzing etc).

Harold Dwight Lasswell (February 13, 1902 — December 18, 1978)Harold Dwight Lasswell, the American political scientist states that a convenient way to describe an act of communication is to answer the following questions

• Who• Says What• In Which Channel• To Whom• With what effect?

• 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”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.

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 OperatorWhat – Radioactive material flowing into seaChannel – CNN NEWS (Television medium)Whom – PublicEffect – 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 

SCHRAMM’S LINEAR MODEL OF COMMUNICATION(1954) (Transactional Model)BACKGROUNDTHE PROPONENT

Wilbur Schramm (1907-1987) The founder of the academic field of communication First Professor of communication

Schramm’s Communication Model• Based on Shannon & Weaver’s prior mathematical model.• the Fields of Experience• Role of Exchangeability• Feed back loops• Definition of Terms• Encoding• Decoding• Interpreting• Message• Source• Destination• Signal• Feedback

Schramm’s Model of Communication with Feedback

Feedback “the return process in which the originator of a message also acts as the recipient of a message resulting directly from the first message” – Tannenbaum

Two Sources of Feedback• The message returning to the originator of the first message from the recipient (originated

with Ferdinand de Saussure – 1915)• People are constantly monitoring their personal communication behavior and evaluating it

– what is sometimes called “self-monitoring”.• * Feedback can initiate from sender or receiver.• Schramm’s Model of Communication with Feedback• Schramm’s Field of Experience Model

Field of Experience

STRENGTHS• The model provides an additional perspective which is the ‘field of experience’• Included feedback, context and culture• Adapted by other model designersWEAKNESS• Does not include multiple levels of communicationWhy is this important?• Applying Communication to Educational Communication• Being able to identify noise• Helping Create Overlapping fields of experiencesSchramm’s model for everyday use• gaining attention (reception)• informing learners of the objective (expectancy)• stimulating recall of prior learning (retrieval)• presenting the stimulus (selective perception)• providing learning guidance (semantic encoding)• eliciting performance (responding)• providing feedback (reinforcement)• assessing performance (retrieval)• enhancing retention and transfer (generalization).

Principles of Journalism

Journalism's first obligation is to the truth. Its first loyalty is to citizens. Its essence is a discipline of verification. Its practitioners must maintain an independence from those they cover. It must serve as an independent monitor of power. It must provide a forum for public criticism and compromise. It must strive to make the significant interest and relevant. It must

keep the news comprehensive and proportional. Its practitioners must be allowed to exercise their personal conscience.

SIX SOCIAL FACTORS INFLUENCING JOURNALISM

• Physical and geographical characteristics• Technological competencies• Cultural traits• Economic conditions• Political philosophies• Qualities of media• Government policies• Acts and ordinances• Press advice etc

Difference between Mass Communication and Journalism

Even if Mass Communication and Journalism seems similar, both are entirely different streams. Mass Communication deals with the procedure of conveying or transmitting a message to the general population through media like radio, newspapers, magazines, television, internet and so on. However, Journalism is concerned with the compilation and transmission of news through the print media and electronic media.

Mass Communication courses and career opportunities

Mass Communication is a vast sector that comprises of so many branches. Aspirants can study their interesting subjects in mass communication. There are many graduate and postgraduate programs in Mass Communication. Numerous leading educational institutions offer diverse courses in the concerned fields. There are also Diploma courses in mass communication. A graduation in the respective fields is a requisite for the entry-level jobs. Aspirants who have completed the various courses in mass communication can seek out for career in private and public sector. Those who pursue the research programs in mass communication can become research analysts in the related areas. Various opportunities are available in commercial world, publishing houses, film industry, media industry, image management agencies and so on for these mass communication professionals.

Journalism courses and career opportunities

There are so many courses in journalism that an aspirant can pursue. It includes Bachelors’, Masters’ and even diploma courses. To become a journalist, aspirants should have atleast a graduation in journalism. Detailed awareness in political science, economics, and English language will be really helpful in honing the talents of a journalist. Those who have flair in photography can opt for photojournalism. Journalists have wide scope in India and in foreign countries. They can

seek out for careers in print media like newspapers or journals as editors, proofreaders, cartoonist, feature writer and so on. Likewise, in the electronic modes of communication, they can get employed as researchers, production workers, presenters and so on.

Key differentiators between Mass Communication and Journalism

The circulation of information to a wide range of populace remains the key function of mass communications whereas journalism requires investigation and coverage of any incident, occurrence or contemporary affairs, through mass media like the print, televise or new media, whereby lakhs of people all through the world may be able to know what is happening all over the world.

Types of television or radio programme

breakfast televisiontelevision programmes that are broadcast early in the morning

broadcasta programme that can be seen or heard on radio or television

bulletina short news broadcast

call-ina phone-in

Ceefaxa written information service on British television, provided by the BBC

chat showa television or radio programme in which famous people talk about themselves and their work

closed-captioneda closed-captioned television programme has the words being spoken written at the bottom of the screen for people who do not hearwell

docudramaa television programme or film based on events that really happened

documentarya film or television programme that deals with real people and events

docusoapa television programme series about the lives of real people

featurea part of a programme on television or radio that concentrates on a particular subject

fly-on-the-walla fly-on-the-wall television programme or film shows real people doing what they normally do every day

free-to-air

free-to-air television programmes can be watched without having to pay anything extra

game showa television programme in which people play games or answer questions in order to win prizes

the God slotthe time at which religious programmes are usually broadcast on television or radio. Some people consider this word offensive.

infomerciala long advertisement on television that is made in the style of an ordinary programme

infotainmenttelevision programmes about real events or facts that are made in a way that entertains people

itema short part of a news programme on television or radio dealing with a particular subject

line-upa set of television or radio programmes that are broadcast one after another

livea live television or radio programme can be watched or listened to at the same time as it happens

magazinea television or radio programme made up of various reports, news stories etc

miniseriesa film made to be shown on television in several parts on different days

mockumentary

a film or television programme that has the form of a serious documentary about a subject but is intended to make jokes about it andmake it look silly

the newsa television or radio broadcast that gives you information about recent events, read by a newsreader with special reports bycorrespondents

news bulletina short television or radio programme that broadcasts the main pieces of the news

newscasta news programme. Someone who reads the news during a newscast is a newscaster.

newsflasha short broadcast of an important piece of news in the middle of a television or radio programme

omnibusa radio or television programme that consists of several programmes that have already been broadcast separately

outside broadcasta television or radio programme that is not made in a studio but in another building or outside in a street etc

phone-ina radio or television programme that people phone with their questions or comments. The usual American word is call-in.

pilota television programme that is broadcast to find out if people would enjoy a whole series

profilea short article or programme about someone

programmea television or radio broadcast

the radiothe programmes that are broadcast for people to listen to

reality TVtelevision programmes that do not use professional actors but show real events and situations involving ordinary people

repeata television or radio programme that is broadcast again

reruna programme that is being shown on television again

roadshowa series of radio or television programmes, each of which is broadcast from a different place

satellite televisiontelevision programmes that are sent to your television using satellite communications

seriesa set of television or radio programmes that are all about a particular subject, person, or group of people

shipping forecasta radio broadcast describing what weather conditions will be like for ships sailing on the sea

showa television or radio programme

sitcoma television or radio series about a particular group of characters who deal with situations in a humorous way

situation comedya sitcom

soap operaa television or radio series about the imaginary lives of a group of people. A soap opera is often simply called a soap.

sportscasta radio or television programme about sport

tabloid TVtelevision programmes that are intended to be exciting or shocking

talkbacka phone-in

talk radioradio programmes in which the presenters discuss subjects with people who telephone them during the programme

talk showa chat show

T-commercebusiness done using interactive television

telecasta programme broadcast on television

telefilma film made to be broadcast on television, and not shown in cinemas

telethona long television programme that provides entertainment with the purpose of raising money for charity (=organizations that helppeople)

televisionthe programmes shown on television

transmissiona radio or television programme

updatea report or broadcast containing all the latest news or information

the weathera report on the weather in a newspaper or on television

Types of Journalism

The general field of journalism has become specialized with various types of writing, depending on the audience and motives of the writers. Distinctions are also made to separate various journalism genres as categories of writing. Some types include:

Advocacy journalism - writing to advocate particular viewpoints or influence the opinions of the audience.

Broadcast journalism - writing or speaking which is intended to be distributed by radio or television broadcasting, rather than only in written form for readers.

Investigative journalism - writing which seeks to add extra information to explain, or better describe the people and events of a particular topic.

Tabloid journalism - writing which uses opinionated or wild claims. Yellow journalism (or sensationalism) - writing which emphasizes exaggerated claims

or rumors. Fashion journalism: Fashion journalism is all about articles or reports related to the

fashion world. Journalists are also known as fashion writers or fashion editors. The primary job is to cover the latest in the fashion business or develop lifestyle articles. Such fashion articles can be found in magazines and newspapers. Today, there are many television channels that cater only to fashion, which gives ample opportunity for journalists who have a passion to cover such topics.

News journalism: Here, the primary aim of the journalist is to report news in a straight-forward manner that covers all the required facts. The style is direct with focus on the gist of the story with other necessary points. The news style should be concise and precise. The facts must be crosschecked which makes the news item as authentic as possible without any media bias. Here, the news story can be for the print media, television, radio, etc. Such news pieces often cover politics and social movements. News stories based on political suppression, public movements or abuse of human rights have proved instrumental in effecting many a social change, or giving voice to the oppressed. Similarly, cultural events are also covered in news journalism.

Celebrity journalism: As the name suggests, the journalist is connected to news and events related to celebrities from the entertainment world and also includes celebrities from other fields such as music, sports, dance, art, politics, etc. This journalism is all about news that is related to their professional and personal life. Reporting gossip is one of the angles of celebrity journalism, wherein journalists are often accused of misconstruing news or quotes in a deliberate fashion. This journalism is particularly popular with newspapers, magazines and television.

Investigative journalism: This type of journalism is about unearthing facts and studying cases that may require more efforts, which can take months or even years. Journalists who specialize in investigative journalism create headlines with news that expose scandals. Sometimes, persistent follow-up of a story proves beneficial to uncover some hitherto unsolved cases. This would require in-depth research from the journalist along with evidence.

Sports journalism: Here, journalists spend hours reporting on a particular sport event. A journalist has to report the accurate facts and statistics related to that event. Interviews with celebrity sport stars are yet one of the interesting features of sports journalism. Although sports-lovers watch the live coverage thanks to the media, there are many people who still enjoy reading or watching in-depth details about the event.

Citizen journalism: Here, it is not the professional journalists who are responsible for the news reports. Any citizen can participate and report news to the media. He/she collects and reports news to the media and participates voluntarily to offer help to the media. They bring to notice issues that may have been missed by media houses.

Environmental journalism: There are many journalists who prefer to cover issues related to the environment and its protection and conservation. Environmental journalists may only report about the news while some work for a cause.

Business and finance journalism: Here, the journalist or reporter covers in-depth reports about the latest in business, launch of products, stock markets etc. There are many shows dedicated only for business news on television whereas in newspapers, one can find a special section dedicated to this subject.

Multimedia Journalism

This is the newest field of journalism and also the fastest-growing. Multimedia journalism can encompass all the fields listed above because a web page can have a written story, still photos, video, and audio. Multimedia journalists are encouraged to have a wide set of storytelling abilities, as well as highly defined technical skills.

Photojournalism

Photojournalists are different from traditional photographers in that they are more interested in capturing images that tell a story than ones that just look nice. Photojournalists are generally highly-trained photographers who may have worked in a traditional photography medium like wedding photography before transitioning into journalism.

White Journalism (Not giving equal representation to minorities and not hiring minority journalists to their capabilities in the newsroom)

Yellow journalism, or the yellow press, is a type of journalism that presents little or no legitimate well-researched news and instead uses eye-catching headlines to sell more newspapers. Techniques may include exaggerations of news events, scandal-mongering, or sensationalism.

Purple Journalism (In literary criticism, purple prose is prose text that is so extravagant, ornate, or flowery as to break the flow and draw excessive attention to itself. Purple prose is characterized by the extensive use of adjectives, adverbs, and metaphors.)

Envelope journalism (also envelopmental journalism, is a colloquial term for the practice of bribing corrupt journalists for favorable media coverage.

Data journalism is a journalism specialty reflecting the increased role that numerical data is used in the production and distribution of information in the digital era. It reflects the increased interaction between content producers (journalist) and several other fields such as design, computer science and statistics. From the point of view of journalists, it represents "an overlapping set of competencies drawn from disparate fields"

Mobile journalism is an emerging form of new media storytelling where reporters use portable electronic devices with network connectivity to gather, edit and distribute news from his or her community

Non-profit journalism (NPJ), also known as a not-for-profit journalism or think tank journalism) is the practice of journalism as a non-profit organization instead of a for-profit business. NPJ groups are able to operate and serve the public good without the concern of debt, dividends and the need to make a profit. Just like all non-profit organizations, NPJ outfits depend on private donations and or foundation grants to pay for operational expenses.

Backpack journalism is an emerging form of journalism that requires a journalist to be a reporter, photographer, and videographer, as well as an editor and producer of stories. 

Pack journalism is the characterization of news reporting in which reporters from different news outlets collaborate to cover the same story, leaving news reporting homogenous. 

Gonzo journalism is a style of journalism that is written without claims of objectivity, often including the reporter as part of the story via a first-person narrative.

Immersive Journalism is a form of journalism production that allows first person experience of the events or situations described in news reports and documentary film. Using 3D gaming and immersive technologies that create a sense of "being there" and offer the opportunity to personally engage with a story, immersive journalism puts an audience member directly into the event. By accessing a virtual version of the location where the story is occurring as a witness/participant, or by experiencing the perspective of a

character depicted in the news story, the audience could be afforded unprecedented access to the sights and sounds, and even the feelings and emotions, which accompany the news.

Comics journalism, or Graphic journalism, is a form of journalism that covers news or non-fiction events using the framework of comics – a combination of words and drawn images.

Comedic journalism is a new form of journalism, popularized in the twenty-first century, that incorporates a comedic tone to transmit the news to mass audiences, using humour and/or satire to relay a point in news reports.

Community journalism is locally-oriented, professional news coverage that typically focuses on city neighborhoods, individual suburbs or small towns, rather than metropolitan, state, national or world news.

Online JournalismJournalists today, try new tactics that are very different from the methods used by reporters earlier. Often, journalists are accused of aggressive reporting and media sensationalism, which is a serious issue. The Internet has also provided a medium for people to voice their opinions online. News written for the web is updated minute-by-minute which is referred to as online journalism. Besides, implicit faith of people in the news items has introduced a new form of advertising, i.e. advertorials. In this, advertisers merge their product content in the guise of an article for brand promotion and marketing of products.

A keen news sense and creativity to present the news in an effective manner are obviously the main ingredients in any kind of journalism. After all, it’s all about how you put into words to create an impact that makes a journalist stand apart from ordinary reporters!

IMPORTANT NOTE:

Dear Students,

Kindly read ‘Final Notes – MCOM 101 (TV Channels)’ notes from blog (nidatahseen.wordpress.com). They are also included in your final exam.

Good luck.

Nida Tahseen