Communication was studied as early as
Ancient Greece and one of the first models of communication is due to
Aristotle. However, the field of communication studies only developed in the 20th century into a separate research discipline. In its early stages, it often borrowed models and concepts from other disciplines, such as
psychology,
sociology,
anthropology, and
political science. But as it developed as a science, it started to rely more and more on its own models and concepts. Beginning in the 1940s and the following decades, many new models of communication were developed. Most of the early models were linear transmission models. For many purposes, they were replaced by non-linear models such as interaction, transaction, and convergence models.
Aristotle One of the earliest models of communication was given by Aristotle. He speaks of communication in his treatise
Rhetoric and characterizes it as a
techne or
an art. His model is primarily concerned with public speaking and is made up of five elements: the speaker, the message, the audience, the occasion, and the effect. According to Aristotle's communication model, the speaker wishes to have an effect on the audience, such as
persuading them of an opinion or a course of action. The same message may have very different effects depending on the audience and the occasion. For this reason, the speaker should take these factors into account and compose their message accordingly. Many of the basic elements of the Aristotelian model of communication are still found in contemporary models.
Lasswell Lasswell's model is an early and influential model of communication. It was proposed by
Harold Lasswell in 1948 and uses five questions to identify and describe the main aspects of communication: "Who?", "Says What?", "In What Channel?", "To Whom?", and "With What Effect?". They correspond to five basic components involved in the communicative process: the sender, the message, the channel, the receiver, and the effect. For a newspaper headline, those five components are the reporter, the content of the headline, the newspaper itself, the reader, and the reader's response to the headline. Lasswell assigns a field of inquiry to each component, corresponding to control analysis,
content analysis, media analysis,
audience analysis, and effect analysis. The model is usually seen as a linear transmission model and was initially formulated specifically for mass communication, like radio, television, and newspapers. Nonetheless, it has been used in other fields, like
new media. Many theorists treat it as a universal model applying to any form of communication. It is widely cited as a model of communication but some theorists, like Zachary S. Sapienza et al, have raised doubts about this characterization and see it instead as a questioning device, a formula, or a construct. Lasswell's model is often criticized due to its simplicity. An example is that it does not include an explicit discussion of vital factors such as noise and feedback loops. It also does not talk about the influence of physical, emotional, social, and cultural contexts. These shortcomings have prompted some theorists to expand Lasswell's model. For example, Richard Braddock published an extension in 1958 including two additional questions: "Under What Circumstances?" and "For What Purpose?".
Shannon and Weaver The Shannon–Weaver model is another early and influential model of communication. It is a linear transmission model that was published in 1948 and describes communication as the interaction of five basic components: a source, a transmitter, a channel, a receiver, and a destination. The source is responsible for generating the message. This message is translated by the transmitter into a signal, which is then sent using a channel. The receiver has the opposite function of the transmitter: it translates the signal back into a message, which is made available to the destination. The Shannon–Weaver model was initially formulated in analogy to how telephone calls work but is intended as a general model of all forms of communication. In the case of a landline phone call, the person calling is the source and their telephone is the transmitter translating the message into an electric signal. The wire acts as the channel. The person taking the call is the destination, and their telephone is the receiver.
Claude Shannon and
Warren Weaver categorize and address problems relevant to models of communication at three basic levels: technical, semantic, and effectiveness problems. They correspond to the issues of how to transmit the
symbols in the message to the receiver, how these symbols carry meaning, and how to ensure that the message has the intended effect on the receiver. Shannon and Weaver focus their attention on the technical level by discussing how noise can interfere with the signal. This makes it difficult for the receiver to reconstruct the source's intention found in the original message. They try to solve this problem by making the message
redundant so that it is easier to detect
distortions. The Shannon–Weaver model has been influential in the fields of communication theory and
information theory. However, it has been criticized because it simplifies some parts of the communicative process. For example, it presents communication as a one-way process and not as a dynamic interaction of messages going back and forth between both participants.
Newcomb Newcomb's model was first published by
Theodore M. Newcomb in his 1953 paper "An approach to the study of communicative acts". It is called the ABX model of communication since it understands communication in terms of three components: two parties (A and B) interacting with each other about a topic or object (X). A and B can be persons or groups, such as trade unions or nations. X can be any part of their shared environment like a specific thing or another person. The ABX model differs from earlier models by focusing on the
social relation between the communicators in the form of the orientations or attitudes they have toward each other and toward the topic. The orientations can be favorable or unfavorable and include beliefs. They have a big impact on how communication unfolds. It is relevant, for example, whether A and B like each other and whether they have the same attitude towards X. Newcomb understands communication as a "learned response to strain" caused by discrepancies between orientations. The social function of communication is to maintain equilibrium in the
social system by keeping the different orientations in balance. In Newcomb's words, communication enables "two or more individuals to maintain simultaneous orientation to each other and towards objects of the external environment". The orientations of A and B are subject to change and influence each other. Significant discrepancies between them, such as divergent opinions on X, cause a strain in the relation. In such cases, communication aims to reduce the strain and restore balance through the exchange of information about the object. For example, if A and B are friends and X is someone both know, then equilibrium means that they have the same attitude towards X. However, there is a disequilibrium or strain if A likes X but B does not. This creates a tendency for A and B to exchange information about X until they arrive at a shared attitude. The more important X is to A and B, the more urgent this tendency is. An influential expansion of Newcomb's model is due to Westley and MacLean. They introduce the idea of
asymmetry of information: the sender (A) is aware of several topics (X1 to X3) and has to compose the message (X') to communicate to the receiver (B). B's direct perception is limited to only a few of these topics (X1B). Another addition is the inclusion of feedback (fBA) from the receiver to the sender. Westley and MacLean also propose a further expansion to account for mass communication. For this purpose, they include an additional component, C, that has the role of a
gatekeeper filtering the original message for the mass audience.
Schramm Schramm's model of communication is one of the earliest interaction models of communication. It was published by
Wilbur Schramm in 1954 as a response to and an improvement over linear transmission models of communication, such as Lasswell's model and the Shannon–Weaver model. The main difference in this regard is that Schramm does not see the audience as passive recipients. Instead, he understands them as active participants that respond by sending their own message as a form of feedback. Feedback forms part of many types of communication and makes it easier for the participants to identify and resolve possible misunderstandings. For Schramm, communication is based on the relation between a source and a destination and consists in sharing ideas or information. For this to happen, the source has to encode their idea in symbolic form as a message. This message is sent to the destination using a channel, such as sound waves or ink on paper. The destination has to decode and interpret the message in order to reconstruct the original idea. The processes of encoding and decoding correspond to the roles of transmitter and receiver in the Shannon–Weaver model. According to Schramm, these processes are influenced by the fields of
experience of each participant. A field of experience includes past life experiences and affects what the participant understands and is familiar with. Communication fails if the message is outside the receiver's field of experience. In this case, the receiver is unable to decode it and connect it to the sender's idea. Other sources of error are external noise or mistakes in the phases of decoding and encoding. Schramm holds that successful communication is about realizing an intended effect. He discusses the conditions for this to be possible. They include making sure that one has the receiver's
attention, that the message is understandable, and that the audience is able and motivated to react to the message in the intended way. In the 1970s, Schramm proposed modifications to his original model to take into account the discoveries made in
communication studies in the preceding decades. His new approach gives special emphasis to the relation between the participants. The relation determines the goal of communication and the roles played by the participants.
Gerbner George Gerbner first published his model in his 1956 paper
Toward a General Model of Communication. It is a linear transmission model. It is based on the Shannon–Weaver model and Lasswell's model but expands them in various ways. It aims to provide a general account of all forms of communication. One of its innovations is that it starts not with a message or an idea but with an
event. The communicating agent perceives it and composes a message about it. For Gerbner, messages are not packages that exist prior to communication. Instead, the message is created in the process of encoding and is affected by the code and the channel. Gerbner assumes that the goal of communication is to inform another person about something they are unaware of. He includes a total of ten essential components: (1) someone (2) perceives an event (3) and reacts (4) in a situation (5) through some means. This is done with the goal of (6) making available materials (7) in some form (8) and context (9) conveying content (10) of some consequence. Each of these components corresponds to a different area of study. For example,
communicator and audience research studies the first component while
perception research is concerned with the second component. In Gerbner's example, "a man notices a house burning across the street and shouts 'Fire!. In this case, "someone" corresponds to the man and the perceived event is the burning house. Other components include his voice (means) and the fire (conveyed content). The relation between message and reality is of central importance to Gerbner. For this reason, his model includes two dimensions. The horizontal dimension corresponds to the relation between communicator and event. The vertical dimension corresponds to the relation between communicator and message. Communication starts in the horizontal dimension with an event perceived by the sender. The next step happens in the vertical dimension, where the percept is translated into a signal containing the message. The message has two key aspects: content and form. The content is the information about the event. The last step belongs again to the horizontal dimension: the audience perceives and interprets the message about the event. All these steps are creative processes that select some features to be included. For example, the event is never perceived in its entirety. Instead, the communicator has to select and interpret its most salient features. The same happens when encoding the message: the percept is usually too complex to be fully communicated and only its most significant aspects are expressed. Selection also concerns the choice of the code and channel to be used. The availability of a channel differs from person to person and from situation to situation. For example, many people do not have access to mass media, like television, to send their message to a wide audience. Gerbner's emphasis on the relation between message and reality has been influential for subsequent models of communication. However, Gerbner's model still suffers from many of the limitations of the earlier models it is based on. An example is the focus on the linear transmission of information without an in-depth discussion of the role of feedback loops. Another issue concerns the question of how meaning is created.
Berlo Berlo's model is a linear transmission model of communication. It was published by
David Berlo in 1960 and was influenced by earlier models, such as the Shannon–Weaver model and Schramm's model. It is usually referred to as the Source-Message-Channel-Receiver (SMCR) model because of its four main components (source, message, channel, and receiver). Each of these components is characterized by various aspects and the main focus of the model is a detailed discussion of each of them. For Berlo, all forms of communication are attempts to influence the
behavior of the receiver. To do so, the source has to express their purpose by encoding it into a message. This message is sent through a channel to the receiver, who has to decode it in order to understand it and react to it. Communication is successful if the reaction of the receiver matches the purpose of the source. Berlo's main interest in discussing the components and their aspects is to analyze their impact on successful communication. Source and receiver are usually persons but can also be groups or institutions. On this level, Berlo identifies four features: communication skills, attitudes,
knowledge, and social-cultural system. Communication skills are primarily the ability of the source to encode messages and the ability of the receiver to decode them. The
attitude is the positive or negative stance that source and receiver have toward themselves, each other, and the discussed topic.
Knowledge stands for the understanding of the topic and the social-cultural system includes background beliefs and
social norms common in the
culture and social context of the communicators. Generally speaking, the more source and receiver are alike in regard to these factors, the more likely successful communication is. Communication may fail, for example, if the receiver lacks the decoding skills necessary to understand the message or if the source has a demeaning attitude toward the receiver. For the message, the main factors are code, content, and treatment, each of which can be analyzed in terms of its structure and its elements. The code is the
sign system used to express the message, like a
language. The content is the idea or information expressed in the message. Choosing an appropriate content and the right code to express it matters for successful communication. Berlo uses the term
treatment to refer to this selection. It reflects the style of the source as a communicator. The channel is the medium and process of how the message is transmitted. Berlo analyzes it mainly based on the
five senses used to decode messages: seeing, hearing, touching, smelling, and tasting. The SMCR model has inspired subsequent theorists. However, it is often criticized based on its simplicity because it does not discuss feedback loops and because it does not give enough emphasis on noise and other barriers to communication.
Dance Frank Dance's helical model of communication was initially published in his 1967 book
Human Communication Theory. It is intended as a response to and an improvement over linear and circular models by stressing the dynamic nature of communication and how it changes the participants. Dance sees the fault of linear models as their attempt to understand communication as a linear flow of messages from a sender to a receiver. According to him, this fault is avoided by circular models, which include a feedback loop through which messages are exchanged back and forth. Dance criticizes the circular approach by holding that it "suggests that communication comes back, full circle, to exactly the same point from which it started". Dance holds that a
helix is a more adequate representation of the process of communication since it implies that there is always a forward movement. It shows how the content and structure of earlier communicative acts influence the content and structure of later communicative acts. In this regard, communication has a lasting effect on the communicators and evolves continuously as a process. The upward widening movement of the helix represents a form of
optimism by seeing communication as a means of growth, learning, and improvement. The basic idea behind Dance's helical model of communication is also found in
education theory in the
spiral approach proposed by
Jerome Bruner. Dance's model has been criticized based on the claim that it focuses only on some aspects of communication but does not provide a tool for detailed analysis.
Barnlund Barnlund's model is an influential transactional model of communication first published in 1970. Its goal is to avoid the inaccuracies of earlier models and account for communication in all its complexity. This includes dismissing the idea that communication is defined as the transmission of ideas from a sender to a receiver. For Barnlund, communication "is the production of meaning, rather than the production of messages". He holds that the world and its objects lack
meaning on their own. They are only meaningful to the extent that people
interpret them and assign meaning to them by engaging in the processes of decoding and encoding. In doing so, people try to decrease uncertainty and arrive at a shared understanding. Barnlund's model rests on a set of basic assumptions. For Barnlund, any activity that creates meaning is a form of communication. He sees communication as
dynamic because meaning is not fixed but depends on the human practice of interpretation, which is itself subject to change. Communication is
continuous in the sense that it does not have a beginning or an end: people decode cues and encode responses all the time, even when no one else is present. For Barnlund, communication is also
circular because there is no clear division between sender and receiver as found in linear transmission models. It is
irreversible due to the diverse effects it has on the communicators that cannot be undone. It is also
complex since many components are involved and many factors influence how it unfolds. Because of its complexity, communication is
unrepeatable: it is not possible to control all these factors to exactly repeat a previous exchange. This is not even the case when the same communicators exchange the same messages. Barnlund's model is based on the idea that communication consists of decoding cues by ascribing meaning to them and encoding appropriate responses to them. Barnlund distinguishes between public, private, and behavioral cues. Public cues are accessible to anyone in the situation, such as a tree in a park or a table in a room. Private cues are only available to one person, like a coin in one's pocket or an itch on one's wrist. Behavioral cues are under the control of the communicators and constitute the main vehicles of communication. They include verbal behavior, like discussing a business proposal, and non-verbal behavior, like raising one's eyebrows or sitting down in a chair. Barnlund's model has been influential, both for its innovations and for its criticisms of earlier models. Some objections to it include that it is not equally useful for all forms of communication and that it does not explain how exactly meaning is produced. == References ==