NOTE: These are theoretical templates of what is the accurate explanation of the

particular model/theory. You can read about it further on the internet to get sufficient
content for writing in exams. Classroom lectures would be helpful in understanding what
these models/theories talk about.

Aristotle's Model

He proposed a model before 300 B.C who found the importance of audience role in
communication chain in his communication model. This model is more focused on public
speaking than interpersonal communication.

Aristotle Model of Communication is formed with 5 basic elements:

(i) Speaker, (ii) Speech, (iii) Occasion, (iv) Audience and (v) Effect.

Aristotle advises speakers to build speech for different audiences at different times and for
different effects.

This is a graphical representation of how his model looks:

Shannon and Weaver’s Mathematical Model

In 1948, Shannon and Weaver joined together to write an article called “A Mathematical Theory
of Communication” . This is also called the “Shannon-Weaver model of communication”.
At first the model was developed to improve Technical communication. Later it’s widely applied
in the field of Communication.
This model is specially designed to develop the effective communication between sender and
receiver. Also they find factors which affect the communication process called “Noise”.
The model deals with various concepts like Information source, transmitter, Noise, channel,
message, receiver, channel, information destination, encode and decode.

It graphically look like this:

The elements in this model can be briefly defined like this:

Sender : The originator of message or the information source selects desire message
Encoder : The transmitter which converts the message into signals
In this model: The sender’s messages are converted into signals like waves which are
compatible to transmit the messages through cables/satellites.
For example: In telephone the voice is converted into wave signals and it transmits through
cables

Decoder : The reception place of the signal which converts signals into messages.
In this model : The receiver converts those waves into a message which is understandable for the
receiver. Otherwise receiver can’t receive the exact message and it will affect the effective
communication between sender and receiver

Receiver : The destination of the message from the sender.

In this model : Based on the decoded message the receiver gives their feedback to the sender. If
the message is distorted due to noise it will affect the communication flow between the sender
and receiver

Noise: The messages are transferred from encoder to decoder through a channel. During this
process the messages may be affected by physical noise like horn sounds, thunder and crowd
noise or encoded signals may distract in the channel during the transmission process which affect
the communication flow or the receiver may not receive the correct message

In this model : The model clearly deals with external noises only which affect the messages or
signals from external sources.
For example: If there are any problems that occur in a network, they directly affect the mobile
phone communication or distract the messages.
Wilbur Schramm’s Model

Developed by renowned communication theorist Wilbur Schramm, this model provides a

comprehensive framework for understanding how communication works and how we can
enhance our abilities in this area.
Schramm's model of communication is based on the concept of a two-way communication
process. Unlike earlier models that viewed communication as a linear process from sender to
receiver, Schramm's model emphasizes the interactive nature of communication. According to
Schramm, communication is a circular process where both the sender and receiver are active
participants in the exchange of information.

At the core of Schramm's model are three key components: the source, the message, and the
receiver. The source is the individual or group sending the message, the message is the content
being conveyed, and the receiver is the intended audience or recipient of the message. Schramm's
model also takes into account the feedback loop, which allows for continuous interaction and
adjustment between the sender and receiver.

Another important aspect of Schramm's communication model is the concept of encoding and
decoding. Encoding refers to the process of converting thoughts and ideas into a form that can be
communicated effectively, while decoding refers to the process of interpreting the message
received. Schramm highlights the importance of clear and concise encoding to ensure the
accuracy and effectiveness of the communication process.

Schramm's communication model also recognises the influence of noise on the communication
process. Noise can be anything that disrupts or distorts the message, such as physical noise,
psychological noise, or semantic noise. By understanding the various types of noise and their
impact on communication, individuals can make conscious efforts to minimize or eliminate these
barriers.

Overall, Schramm's communication model provides a valuable framework for understanding the
complexities of communication. By recognising the interactive nature of communication, the
importance of encoding and decoding, and the impact of noise, individuals can enhance their
communication skills and improve their relationships. In the following sections, we will delve
deeper into the key elements and principles of Schramm's communication model and explore its
practical applications in everyday life.

One key element of Schramm's communication model is the concept of feedback. Unlike earlier
models that portrayed communication as a one-way process, Schramm emphasizes the
importance of feedback in the communication cycle. Feedback allows for continuous interaction
and adjustment between the sender and receiver, ensuring that both parties are actively engaged
in the exchange of information. This feedback loop helps to improve the accuracy and
effectiveness of communication by addressing any misunderstandings or clarifying any unclear
messages.
Another important principle of Schramm's model is the notion of encoding and decoding.
Encoding refers to the process of converting thoughts and ideas into a form that can be
effectively communicated, while decoding refers to the process of interpreting the received
message. Schramm highlights the significance of clear and concise encoding to ensure that the
intended message is accurately conveyed to the receiver. Similarly, decoding plays a vital role in
the communication process, as the receiver must be able to correctly interpret the message for
effective communication to occur.

Wilbur Schramm's interactive model of communication also takes into account the impact of
noise on the communication process. Noise can be anything that disrupts or distorts the message,
such as physical noise, psychological noise, or semantic noise. By understanding the different
types of noise and their influence on communication, individuals can make conscious efforts to
minimize or eliminate these barriers, thereby enhancing the overall effectiveness of their
communication.

Additionally, Schramm's model acknowledges the dynamic nature of communication. It

recognises that communication is not static, but rather evolves and adapts based on various
factors, such as the relationship between the sender and receiver, the context in which the
communication takes place, and the medium through which the message is transmitted.

If interested, you can read more about this model at: The Wilbur Schramm Model of
Communication.

Lasswell’s Model

Harold Dwight Lasswell, the American political scientist states that a convenient way to describe
an act of communication is to answer the following questions

Who
Says What
In Which Channel
To Whom
With what effect?
This model is about process of communication and its function to society, According to Lasswell
there are three functions for communication:

1. Surveillance of the environment

2. Correlation of components of society
3. Cultural transmission between generation

The Lasswell model suggests the message flow in a multicultural society with multiple
audiences. The flow of messages is through various channels. And also this communication
model is similar to Aristotle’s communication model.

NewComb’s Model

The New Comb’s model of communication was introduced by Theodore M Newcomb in 1953.
He gives a different approach to the communication process. The main purpose of this theory is
to introduce the role of communication in a social relationship (society) and to maintain social
equilibrium within the social system. He concentrates on the social purpose of communication,
showing all communication as a means of sustaining relationships between people. Sometimes
this triangular model is also called an “ABX” model of communication. Here ‘A’ refers to the
sender, ‘B’ refers to the receiver and ‘X’ refers to the Matter of Concern.

It graphically look like this:

Westley and Mclean’s Model

This model can be seen in two contexts- interpersonal and mass communication. And the point
of difference between interpersonal and mass communication is the feedback. In interpersonal,
the feedback is direct and fast. In the mass, the feedback is indirect and slow.

Westley and Maclean realized that communication does not begin when one person starts to talk,
but rather when a person responds selectively to his/her physical surroundings. This model
considers a strong relation between responses from surroundings and the process of
communication. Communication begins only when a person receives a message from
surroundings. Each receiver responds to the message they received based on their object of
orientation.
In the above diagram, X1, X2, X3 and X4….—are news articles or information, Feedback (f),
Clients (A), Reader or Audience (B) and Gate Keeper (C )

George Gerbner’s Model

You can read about it on: https://www.communicationtheory.org/gerbners-general-model/ The

classroom lecture will be helpful in understanding this model. We shall discuss this in class.

McComb and Shaw’s Agenda Setting Theory

Agenda-Setting theory discusses the power of media to set the significance and priorities of
issues and events in the mind of the public. This theory maintains that the media are more
successful in telling people 'what to think about' than in telling them 'what to think' and over a
period of time the very priorities accorded by the media to issues become the public priorities as
well. The term Agenda-setting was coined by Maxwell McCombs and Donald L. Shaw (1968) in
the context of election campaigns where politicians seek to convince voters about the party's
most important issues. They assert that agenda-setting "function of the media causes the
correlation between the media and public ordering of priorities" (McCombs and Shaw, 1968).
Agenda-setting theory further explains the reason behind the trend that some issues are treated
with policy actions while other issues are not.

Further Reading:

https://www.communicationtheory.org/agenda-setting-theory/

Spiral of Silence Theory

The one view dominated the public scene and others disappeared from the public awareness as
its adherents became silent. In other words, the people fear separation or isolation from those
around them, they tend to keep their attitudes to themselves when they think they are in the
minority. This process is called the “Spiral of Silence”.
Advantages and Disadvantages:

1. Spiral of Silence theory has both micro level and macro level explanatory process.
2. It works well during the public campaign, Senate and Parliament.
3. Spiral of silence theory – which helps to raise questions about considering the role and
responsibility of media in society.
4. The theory which is not considering the other explanation of silencing. In some cases the
person may feel the majority’s ideas or opinion is much better than his own view.
5. It portrays an overly negative view of the media influencing the average person.

Further Reading:
The Spiral of Silence Theory
Spiral of Silence - Elisabeth Noelle-Neumann

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