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Models of Communication

Lecture Notes
Course

Advertising & Integrated Marketing Communications (MKTG 322)

28 Documents
Students shared 28 documents in this course
Academic year: 2022/2023
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Drexel University

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Models of Communication

Communication: When we are passing information from one person to the other with the help of any medium, the process is known as communication. In every communication there is a sender, message, and receiver.

A famous quote says: “The way we communicate with others and with ourselves ultimately determines the quality of our lives"

Sender----Information----Receiver

Models of Communication:

1-Aristotle Model of Communication:

Aristotle (384-322 B) was a Greek philosopher and writer born in Stagira, Northern Greece. He was the first to take the initiative and design the communication mode. According to this model the speaker plays a key role in communication. The speaker communicates in such a way that the listener gets influenced and responds accordingly. This model is a speaker centered model as the speaker has the most important role in it and is the only one active. It is the speaker’s role to

deliver a speech to the audience. The role of the audience is passive, influenced by the speech. This makes the communication process one way, from speaker to receiver. Aristotle Model is mainly focused on speaker and speech. It can be broadly divided into 5 primary elements: Speaker, Speech, Occasion, Audience and Effect.

A politician (speaker) gives a speech to get votes from the civilians (audience) at the time of election (occasion). The civilians only vote if they are influenced by the things the politician says in his speech so the content must be very impressive to influence the masses and the speaker must design the message very carefully.

The speech must be clear as well as the speaker must have very good non-verbal communication with the audience like eye contact. This example is a classic case of Aristotle Model of Communication depicting all the elements in the model.

2- Berlo's Model of Communication:

Berlo's SMCR model of communication presents the communication process in its simplest form. The model focuses on encoding and decoding which happens before the sender sends the message and before receiving the message. Berlo's model has mainly four components to describe the communication process. They are Sender, Message, Channel, and receiver.

S- Sender: The person or a source who sends the message to the receiver. The following are some factors related to the sender and the same in case of receiver.

~Attitude: The sender and receiver create the effect of the message. The personal attitude towards self, the receiver and the environment changes the meaning and the effect of the message.

~Knowledge: Knowledge on the subject matters makes the communicator send the message effectively.

~Social System: Place and situations fall under the social system. Values, Beliefs, Laws, Religion, and many social factors affect the sender's way of communicating message.

~Culture: Culture differences make the message different.

M-Message: A message is a substance that is being sent by the sender to the receiver. It might be in the form of voice, text, audio, or other media. The factors affecting the message are:

~Content: It is the thing that is in the message. The whole message from beginning to the end is content.

~Elements: Elements are the non-verbal things that tag along with content like signs, gestures etc.

~Treatment: Treatment is the way in which a message is conveyed to the receiver. Treatment also affects the feedback of the receiver.

~Structure: Structure of the message effect the effectiveness of the message.

~Code: Code is the form which message is sent. It might be in the form of language, text etc.

C-Channel: Channel is the medium used to send the message. In mass communication, technical machines might be used as a channel like telephone, internet etc. But in general communication there are five senses of human being is the channel for the communication flow.

~Hearing: We receive the message through hearing.

~Seeing: We perceive through seeing. We also get non- verbal message by seeing.

~Touching: Many non-verbal communications happen from touching like holding hands.

~Smelling: We collect information from smelling.

~Tasting: Taste also provides information to be sent as a message.

R-Receiver: Receiver is the person who gets the message sent in the process. Other factors are like that of the sender.

~Communication skills

~Attitude

~Knowledge

food or attention he/she learns words and starts communicating with words. And he continues communication, the helix gradually grows one the communication becomes more complex the spiral close wider from then on it grows steadily as his life goes on.

5-Schramm's Model of Communication:

It is a circular model so that communication is something circular in nature.

~Encoder: Who does encode or sends the message.

~Decoder: Who receives the message.

~Interpreter: A person trying to understand or interpret.

This model seems to be communication in a practical way. It was a traditional model it can happen within our self or two people if person x both sender and receiver and hence use interpretation. It simultaneously takes place e., encoding interpret decoding. Semantic noise is a contract introduced here. It occurs when sender and receiver apply different meanings to the same matters.

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Models of Communication

Course: Advertising & Integrated Marketing Communications (MKTG 322)

28 Documents
Students shared 28 documents in this course

University: Drexel University

Was this document helpful?
Models of Communication
Communication: When we are passing information from one person to the other with the help of
any medium, the process is known as communication. In every communication there is a sender,
message, and receiver.
A famous quote says: “The way we communicate with others and with ourselves ultimately
determines the quality of our lives"
Sender----Information----Receiver
Models of Communication:
1-Aristotle Model of Communication:
Aristotle (384-322 B.C) was a Greek philosopher and writer born in Stagira, Northern Greece.
He was the first to take the initiative and design the communication mode. According to this
model the speaker plays a key role in communication. The speaker communicates in such a way
that the listener gets influenced and responds accordingly. This model is a speaker centered
model as the speaker has the most important role in it and is the only one active. It is the
speaker’s role to
deliver a speech to the audience. The role of the audience is passive, influenced by the speech.
This makes the communication process one way, from speaker to receiver. Aristotle Model is
mainly focused on speaker and speech. It can be broadly divided into 5 primary elements:
Speaker, Speech, Occasion, Audience and Effect.
A politician (speaker) gives a speech to get votes from the civilians (audience) at the time of
election (occasion). The civilians only vote if they are influenced by the things the politician says
in his speech so the content must be very impressive to influence the masses and the speaker
must design the message very carefully.
The speech must be clear as well as the speaker must have very good non-verbal communication
with the audience like eye contact. This example is a classic case of Aristotle Model of
Communication depicting all the elements in the model.
2- Berlo's Model of Communication:
Berlo's SMCR model of communication presents the communication process in its simplest
form. The model focuses on encoding and decoding which happens before the sender sends the
message and before receiving the message. Berlo's model has mainly four components to
describe the communication process. They are Sender, Message, Channel, and receiver.
S- Sender: The person or a source who sends the message to the receiver. The following are
some factors related to the sender and the same in case of receiver.

Students also viewed

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