4.

Channel - the medium or carrier of the

message; verbal, visual, aural, or paralinguistic.
5. Decoder/Receiver - the person who retranslate
the message sent by the source.
6. Feedback – the information that the listeners
return to the source about the clarity and
acceptability of ideas.
7. Barriers – the factors that inhibit the clarity and
flow of communication.

Functions of communication:
1. Surveillance of the environment
2. Correlation of components of society
3. Cultural transmission between generation

TRANSMISSION MODELS
1. Lasswell Model
 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.
What is communication?
Who – TEPC Operator
What – Radioactive material flowing into sea
How do we communicate?
Channel – CNN NEWS (Television medium)
Whom – Public
Why do we communicate?
Effect – Alert the people of Japan from the
radiation.
Communication
Advantage of Lasswell model:
- the act or process of using words, sounds, signs, or
◾It is Easy and Simple
behaviors to express or exchange information or to
◾It suits for almost all types of communication
express your ideas, thoughts, feelings, etc., to
◾The concept of effect
someone else
Disadvantage of Lasswell model:
What is communication? ◾Feedback not mentioned
Communication is a process of people interacting ◾Noise not mentioned
though the use of messages; it is a social of ◾Linear Model
transferring meaning from one mind to another.
2. Shannon-Weaver’s Communication Model (1948)
A businessman sends a message via phone text to
Nature of communication his worker about a meeting happening about their
 Communication is a whole process. brand promotion. The worker does not receive the
full message because of noise. It goes like this:
 Communication is inevitable and irreversible.
Businessman: We have a meeting at the office ("at
 Communication involves content and
8 am" goes missing due to phone network
relationship.
disruption or noise)
 Communication happens in context.
Worker (feedback): At what time?

Components of Communication
1. Context - the environment, the atmosphere,
or setting where communication takes place;
time, place, surrounding events, and physical
and physiological climates.
2. Source/Sender - the originator of the message.
3. Message - the content of the communication Sender: Businessman
process; verbal or nonverbal. Encoder: Telephone Network Company
 Channel: Mobile network h. Gatekeeper (C) – Gatekeepers are found in
Noise: Missing text due to disruption mass communication. The gatekeeper is the
Decoder: Mobile phone editor who filters the message as per the
Receiver: Worker needs of the audience and media institution.
The transmission error is the noise in this case.
The feedback lets the businessman know that the  A Daily News Paper will receive many Press
message reached incomplete. The receiver gets releases from Many Public Relations Agencies
the chance to get the full message only after his on behalf of their clients. In this case,
feedback. Newspaper will publish the selected Press
release due to the space constraints. Then,
Levels of Communication Problems Readers can directly respond to the client or
There are three levels of problems of they can respond to the News daily published in
communication according to Shannon Weaver. the newspaper. If Readers responded to the
They are: Daily paper, it will communicate the feedback to
1. Technical problem – How a channel causes a concern PR Agency.
problem  X1, X2 and X3 are Press Release, Feedback
2. Semantic problem – Is the meaning of (f), Clients (A), Reader (B) and Daily News
message sent and received very different Paper (Gate Keeper--c)
3. Effectiveness problem – How effectively does 1. Feedback Loop between Reader (B) and
the message cause reaction News Paper (C) – fBC
2. Feedback Loop between News Paper(C )
3. Bruce Westley (1915-1990) and Malcolm S. and Client (A) – fCA
MacLean Jr. (1913-2001) Model 3. Feedback loop between Reader (B) and
 Communication does not begin when one Client (A) – fBA
person starts to talk, but rather when a person
responds selectively to his/her physical 4. George Gerbner’s Model of Communication
surroundings. (1956)
 This model considers a strong relation between
responds from surroundings and the process of
communication.
 Communication begins only when a person
receives message from surroundings.
 Each receiver responds to the message they
received based on their object of orientation.

COMPONENTS
a. Source (A) – Source is the message creator
and sender.
b. Environment (X) – Environment is the
physical and psychological situation where
the message is being created and sent.
c. Sensory experience (X1…) – Sensory
experience is the first thing that the source  In case of news reporting, E can be any event
sees by which the source gets the idea for the that has happened and the reporter (M) selects
formation of the message. a particular part of event (E1) that may be
d. Objects of Orientation (X1, X2,…) – Objects provide his channel higher ratings or the news
of orientation is the person’s social and may boost the particular party which his
cultural reality that has formed from his/her channel supports. This SE2 is sent through a
past experiences and teachings. medium to the mass audience. Then the
e. Message Interpretation or Coding (X’) – audience distributed the message (SE2) and he
Message is interpreted with the objects of (M1) sends to his friends with his interpretation
orientation of the receiver of the message. and the process continues.
f. Receiver (B) – The person who gets the
message sent by the source and the person 5. Ritual or Expressive Model
who interprets according to his/her objects  Communication as a Culture (1985) by James
of orientation. William Carey
g. Feedback (f) – The receiver forms another  Views communication as "a representation of
message after interpreting the message and shared beliefs"
sends it back to the sender. It is known as  Communication is defined as "a symbolic
feedback. process whereby reality is produced,
maintained, repaired, and transformed"
6. Publicity Model
 Communication as display and attention RECEPTION MODEL
 Audience as “spectators” rather than
participants or information receivers

7. Reception Model
 “Encoding/ Decoding" model of communication
by Stuart Hall (1993)
 Messages are open to various interpretations

INFORMATION
 Data, knowledge derived from study, experience, or instruction, signals or symbols
 Knowledge of specific events or situations