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.

Dance Model

Helical Model 1967

By Franck Dance,

So also called Dance Model.

In this the communication is said to be as a continous and dynamic process which progresses with age as our experience and vocabulary increases .

For example: Meeting a person ist time-  at this point of time we don’t know about him, but as we keep communicating with him/her, knowledge about the person grows. It considers all activities of person  from past and present.

Model is represented in form of CURVE: See Pic.....

The Curve in this Helix model affect the communication.

At first curve are small ( the lower part ), which means  lack of information ( about the person or anything), but helix leaves it lower level of behavior and grows upward in a new way,thus widens the curve which means more knowledge gathered. All this happened as we continue the communication process . but It always depend on lower level to form the message and increase the information.

If at lower level itself if we stop communication , then the knowledge sphere would not get stretched.

It is criticized as it contains very less or no variable, thus doesnot fit into the definition of Model.

Helical Model

MASS COMM-NET -Syllabus

Today iam Posting Syllabus for UGC NET Exam -Mass communication, so that all new aspirants must aware of the subject content they need to prepare. 

https://www.ugc.ac.in/net/syllabus.aspx

BERLO MODEL-SMCR Model 1960

Berlo Model 1960

By David Berlo, also called SMCR model or Model of Ingredients.

It give controlling factors for 4 identified components of communication: Source

Message

Channel

Receiver

Controlling factors:

Source: Communication Skills

                        Attitudes

                        Knowledge

                        Social System

                        Culture.

Message: Elements(Gestures, signs, language)

                        Structure

                        Content

                        Treatment

                        Code

Channel:  Seeing

                        Hearing

                        Tasting

                        Smelling. Etc.

Receiver: Communication Skills

                        Attitudes

                        Knowledge

                        Social System

                        Culture.

This Model also focuses on Encoding and Decoding  which happens before sender sends the message and before receiver receives the message respectively.

Jackobson Model  1960

As a linguist , much interested in matters like meaning and the internal structure of the message., thus bridges gap between Process and Semiotics model .

It has  similarities with both linear and triangular models. 

His model constitute of constitutive factors of communication which are 6 and must be present for communication to be possible. And each of these factors has their own functions to perform.

His model has both linear and Triangular aspects in the sense that :

Linear—An addresser sends a message to an addressee.

                                                            Context

                               Triangular.

Message

 

Addresser                          Addressee

                                                            linear

                                     ………………………………………………

The other factors:

Contact: Physical channel by which message send/ Psychological conditions . It has Phatic function : to keep social relationship open , so  it is performed by redundant element. Of message .(Physical and Psychological connections must.)

Code: A shared meaning system by which the message is structured. It has met lingual functions: identifying the  code that is being used . All message have to have an explicit or implicit met lingual function.

Message: It has Poetic function i.e., relationship of message ( to itself )mainly in aesthetic communication.

Addresser: Relation of message to addresser which is to communicate to addressee emotive function. It has an emotive function which may be paramount or repressed in a message.

Ex- Love or poetic---- high emotive appeal.

News---- low emotive appeal.

Addressee: Effect of message on address. It has conative function.

Context: It has referential function of message , true or factually accurate.

Westley and Mac lean Model 1957

Interpreted in context of Mass media communication and specially adopted for mass media.

According to this model mass communication is a self regulating process that is guided by the interests and demands of an  audience that is known  only by its  selection and response to what is offered.

It is an extension of Newcomb model. In New comb model there is a direct relationship between A &B  but in  Westly and Maclean model B  do not get direct access of X, as it looses it relationship with A.  

Westly and Maclean introduced new element C- Editorial Communication: process of deciding what and how to communicate.

the editorial or publishing team who draws the story and broadcast it to B.

This  Model extend the social environment to which B needs to relate. Here  they maintain NewComb idea  need to maintain a shared  orientation towards X is a motive  for communication and they allow restricted opportunities of feed back.

Here we can see , B (Audience) is at the mercy of C&A.

Thus as mentioned above, this model is not linear, since it is strongly shaped by feedback., from the audience both to the media and to the advocates and original communicators.

The mass society  in which we live has inevitably enlarged the social environment, to which we need to orientate ourselves. So B’s need  for information and orientation  has increased  but the means of satisfying this need have been restricted. The mass media has only mean available., shown  by this model.

This model is also called transmission model, as it placed the B( audience)  dependent on mass media ( source), wo decides the message and quantity needs to be send  to the receiver. The  notion is that Mass communication involves the interpolation of a new ‘Communicator role’ between society and audience.

This model takes the account  that mass communicator do not usually originate the message but it rather relay to a potential audience their own account ( of news) of selection of event occurring in the environment or they give access to the  views and voices of those who want to reach wider public.

Thus there are 3 important feature of  Maclean model:

1.Selecting role of Mass communicator.

2.Selection is undertaken according to an assessment of  the audience will find interesting.

3.Communication is not purposive, beyond this goal. The media themselves typically do not aim to persuade or educate or even to inform.

This dependency model fails to take account of the relationship between mass media and other means we have of orientating ourselves to our social environment- these include family, work mates, friends, school and all other formal and informal networks of relations through which we fit into our society. We are not as dependent upon the media as this model implies.

Theodore NewCombs Model 1953

In last four models- S&W, Gerbner and Harold Laswell  it is observed that all these models are Linear, i.e.,mean centre of focus is Source .  But New Comb model is not linear .

It is  Triangular in shape and with in this shape this model introduced the role of communication in a society or a social relationship.: to maintain equilibrium. This Model is also called Linear Model.

Lets understand it : A, B X, here -

 A&B r communicator.

X is their environment. This environment does not mean the ecosystem or atmosphere, it can  be a 3^rd person, any Policy, Programme, topic etc.  it means, a factor  with which A&B are aware and may get affected by it.

All three ABX form a system  into which all these three are interdependent, which means A&B may work in same flow , but some factor like X may affect their relationship.

Take an example:

A------- Communicator1---- A teacher.

B-------Communicator 2----Students.

X-------Policy.

If A &B share same page then there will be equilibrium and if not , they need to struggle to be on same page.

For example, there is a new policy that students need to give time atleast 8 hrs in school .

Here,  If teachers and students share same opinion about this new policy then they would instantly agree with this , but if students do not share same view and also not like teacher  both have to struggle for the policy to be implemented.  This is what news combs model says, how a communication can affect the society or any relationship.

New Combs other work: His works “Personality and Social Change” (1943), “Social Psychology” (1950). He published a new social approach in field of communication which is called “ABX” system (later it became Newcomb’s model) and it’s published in the name of “An Approach to the Study of Communicative Acts (1953)”. He published another great work in the field of social psychology called “The Acquaintance Process” (1961)

( I have given his work because in paper at tmes questions may come from the scholars work too, like who writes which book .)

Harold Laswell Model 1948

This model is about Process of Communication and its function to society. Laswell gave 3 functions served by communication process, these are:

1.surveillance of the environment.

2.Correlation of Components of society.

3.Cultural transmission between generation

He gave 5 stages of Communication in form:

                                   

                                         WHO ---1

Say WHAT----2

   In which CHANNEL----3

To WHOM---4

With what EFFECT---5

Thus if we look at the above model, it stresses on Source of Message(who),Analyse the message content(What), proper Channel, choice of Audience.(WHOM)  and Effect which  means an observable and measurable change in the receiver that is caused by identifiable elements in the process. ( pls. note, effect is not feedback.)

Hence , this model does not talk about feedback , so it is also a Linear Model. Thus sees communication as transmission of message.

Any change in any stage , may also change the effect.

Now lets understand it with example: suppose u r a T.V reporter  and is reporting a gas leak event , so guys, here acc to model we can say that….

Source of message---Who---U-reporter.

Say what---Information abut gas leak

In which channel---ur medium—T.V

To whom—The audience

Effect—Alert the people about the effects of gas leak.

MEDIUM Before jumping to next model, there is a small topic which need a brief attention and tha is MEDIUM., So lets see it……. In Communication Medium is seen as a tool through which we can communicate our messages. In Shannon and Weaver Model, Medium word is not used, instead they used CHANNEL, in their model and code in context. Hence it can be defined as, a technical or Physical mean of converting the message into a signal , capable of being transmitted along the channel. Ex- Voice, Radio, Phone, T.V. Now There come 3 categories of medium: Presentational Representational Mechanical. (Questions comes from these categories.), so lets see.. Presentational Medium: AS the name suggest, mean presenting ourselves. Via, face, body, voice. And for this a Communicator needs to be present, so Presentational medium produces ACTS of Communication. ( A question asked from this.) Representational Medium: Books, Paintings, Photgraphs, writings, architecture, inerior decoration etc…y iam giving examples of these sorts, because, representational medium make a text to record the media of category that can exist independent of communication. These are creative . Mechanical: They are transmitters of categoris 1&2 level , affected by noise .