Wilbur Schramm Model 1954

It is a two way circular communication between sender and receiver. It is derived from Osgood Model who gave a circular form of communication.

He emphasis on encoding and decoding of message . A message is only sent when encoded by sender and decoded after its receiving by the receiver, so it is called decoder.

He gave 6 elements of communication: Fig 1

Source

Encoder

Message

Channel

Decoder

Receiver

This model shows how meaning is transferred from one person or group to another. Here he added Field of experience: are based on individual beliefs, values, experiences a nd learned meanings both as an individual or part of group.

He suggest that message can be complicated by different meaning learned by different people. Fig 2

Thus Schramm says Message meaning can be Denotative or Connotative.

Denotative meaning: it is based on Dictionary meaning of word. Which is universally same and accepted by all?

Connotative meaning : based on one’s Emotional or Personal experiences , thus can be different for different persons , based upon their evaluation. ,

Thus incorporating the study of human behavior.

Schramm's model of communication is used in both Intrapersonal and Interpersonal communication.

The model takes communication as a never ending process which constitutes messages and feedbacks.

Each person is both sender and receiver, so there must be interpretation of the message on each turn. The interpreted data is known as information. This makes communication effective but might cause problems too as the message sent after encoding might not be the same when decoded by the receiver. So, this model is not conventional like other models that only talk about sender and receiver. 

Feedback is also a very important component as it lets the sender know if the receiver has interpreted the message as required or not. The message becomes useless if the receiver does not understand it making feedback different than the expected outcome.