Models

of
Communication
Communication Models
Berlo’s SCMR Model:
 Also known as Source- Message-Channel-
Receiver model of communication.
 Thorough understanding of human
behaviour is a pre-requisite to
communication.
 Background of the source depends on
variables, background of receiver also is
dependant on variables…if both match
=> communication = fruitful
Berlo’s Model
Shannon and Weaver’s Model:
 One of the earliest models.
 Ingredients include:
• A source
• A transmitter
• A signal
• A receiver
• Destination
• Noise
 Mechanical/Semantic

Shannon-Weaver Model
Harold Laswell’s Model
 It is a simple communication model
 It answers basic questions.
 Who says: source analysis
 What : content analysis
 In which channel: media analysis
 To whom : audience analysis
 With what effect : impact analysis
 Form

Harold Laswell’s Model

Braddock ‘s Model:
 He further added on and improved the
Laswell’s model
• Under which circumstances
• To what purpose
• With what effect
 Says In Which
Who To Whom
What Channel

Under What Circumstances?

To What Purpose?
With What Effect?

Braddock’s Model
Osgood and Schramm’s Model
 Highly circular model
 Messages move in cycles
 Receiver is also sender, sender is also
receiver, interactive relationship between
them
Osgood and Schramm Model
Schramm further refined this model:
 When A and B are exchanging message M, feedback is
constantly being exchanged.

 Problems, difficulties or gaps in understanding is

caused by Noise which makes message ineffective

 Noise can be physical or semantic

 Deterioration, loss of content or information is due

to noise.

 Receiver picks up from the message whatever he

thinks is useful and discards the rest.
Dance’s Helical Model
Dance’s Helical Model:
 An improvement on the circular models.
 Once the communication process starts,
it continues to grow.
 It continues to influence the receiver even
after the process is over.
 X

A B

NewCombe’s Model
New Combe’s model:
 A and B are both senders and receivers
 Could be individuals, managements,
unions, institutions or anyone.
 X is a representation of their social
environment
 ABX= system. Relationship depends on
interaction & changes on interaction.
Gerbner’s General Model
Of Communication
George Gerbner’s Model:
SOMEONE
PERCEIVES AN EVENT
AND REACTS
IN A SITUATION
THROUGH SOME MEANS
TO MAKE AVAILABLE MATERIALS
IN SOME FORM
AND CONTEXT
CONVEYING CONTENT
WITH SOME CONSEQUENCES
This model suggests:
 Communication process= selective,
subjective, variable, unpredictable.
 Human communication systems are open.
Common Denominator??