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Communication Models and
Theories
Simplest model of communication reflects the
work of Shannon and Weaver.
Model consists of a sender, a message, a channel
where the message travels, noise or interference
and a receiver.
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Communication Models and Theories: A Comprehensive Overview, Study Guides, Projects, Research of Mass Communication
All Models of Communication for the the students of Mass Communication and Media.
Typology: Study Guides, Projects, Research
2017/2018
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Communication Models andTheories
Simplest model of communication reflects thework of Shannon and Weaver. Model consists of a sender, a message, a channelwhere the message travels, noise or interferenceand a receiver.
Communication Models andTheories
Often, communicators blame the audience for notaccepting a message, but it is often that the sender,encoding process or channels chosen were notapplied correctly.
Communication Models andTheories Overcoming barriers to effective communication:
Design and deliver message so that it gets theattention of intended audience. Relate to common experiences between the sourceand destination. Offer a way to meet personality needs appropriateto the group situation the receiver is in at the timeyou want that receiver to respond.
Communication Models andTheories From Wilbur Schramm:
Communication is something people do. There is no meaning in a message except whatpeople put into it. To understand human communication process, onemust understand how people relate to each other.
Communication Models andTheories Walter Lippmann’s barriers to effective
communication include: Artificial censorship. Gatekeepers in the media. Shrinking news holes. Limitation of social contact. Meager time for paying attention.
Communication Models andTheories^ The Seven Cs ofCommunication helpovercome barriers:^ 1.
Clarity
Credibility
Content
Context
Continuity
Capability
Channels
The Public Opinion Process Grunig identified four types of publics based on theway they behave toward messages and issues: 1.
All-issue publics
Apathetic publics
Single-issue publics
Hot-issue publics
The Public Opinion Process Grunig also identified another way of labelingpublics: 1.
Nonpublics
Latent publics
Aware publics
Active publics
The Public Opinion Process
Opinion – View formed in the mind about aparticular matter. Belief – State or habit in which trust or confidenceis placed in some person or thing.
The Public Opinion Process
Attitude – Mental position with regard to fact orstate; a feeling or emotion toward a fact or state. Value – Something intrinsically valuable ordesirable; something esteemed.
The Public Opinion Process
In any given situation, there is an existing masssentiment or a general social consensus. At different times, people have different viewsabout issues, which leads to public debate. Public debates lead people to make up their minds.
The Public Opinion Process
When people make up their minds, a new publicopinion develops. This new public opinion can lead to social action(an election, taking a product off the market, etc.). At this point, a new social value has emerged andbecomes part of mass sentiment. (The time it takesfor this to occur is significant.)
Agenda-Setting Theory
However, with the next news cycle, a topic fromthe day before may disappear, and so does itsimportance among news consumers. Rogers and Dearing (1996) further developed thistheory and provided key agenda-setting concepts.
Agenda-Setting Theory
Concept 1: The agenda-setting process is a veryfluid, dynamic attempt to get the attention of themedia, the public and/or policy makers. Concept 2: The agenda is a “set of issues.” Recent research indicates that agenda-settingtheory can be multi-directional.