This document discusses several models of communication: 1) The linear model depicts a one-way process from sender to receiver with no feedback. It is used in mass media. 2) The interactive model involves two-way communication between humans or machines through verbal or non-verbal exchanges. 3) The transactional model features an exchange of messages where the roles of sender and receiver alternate as they communicate. 4) The gatekeeper model represents how media outlets control the flow of information to audiences as gatekeepers. 5) The ecological model portrays a complex system of mediated communication between individuals, groups, messages, and language within different media environments.

1. COMMUNICATION
MODELS
JAY-R JOHN E. SORIANO

2. Learning Objectives
At the end of the lesson, the students should be able
to:
A. identify the different kinds of communication
models
B. differentiate these communication models.
C. apply one communication model on their own
context.

3. Man is a social animal
-Aristotle

4. COMMUNICATION MODELS
INTERACTIVE
MODEL OF
COMMUNICATION
LINEAR MODEL
OF
COMMUNICATION
TRANSACTIONAL
MODEL OF
COMMUNICATION
THE GATEKEEPER
MODEL OF
COMMUNICATION
ECOLOGICAL
MODEL OF
COMMUNICATION

5. LINEAR MODEL
OF
COMMUNICATION

6. Linear Model of Communication
In linear model, communication is
considered one way process where
sender is the only one who sends
message and receiver doesn’t give
feedback or response.

8. Linear model is applied in mass
communication like television,
radio, etc. This model is not
applicable in general human
communication as general human
communication has to have
feedback and responses.

10. Disadvantages and Criticisms of Lasswell’s Model
1. It does not include feedback.
2. Without feedback, a communication
process can not be fruitful.
3. Ignores the possibility of noise.
4. It is very linear and does not consider
barriers in the communication process.

11. Types of Linear Communications
Aristotle’s Model
Shannon Weaver Model
Berlo’s SMCR Model

12. Types of Linear Communications
ARISTOTLE’S MODEL
Aristotle’s Model is a linear
communication model which was made
for public speaking. In Aristotle’s model,
the speaker sent message and the
audience receive it. The model was
made to establish a propaganda.

14. Critical Elements of a Good Communicator
ETHOS
Ethos is the characteristic which makes you
credible in front of the audience. If there is no
credibility, the audience will not believe in you
and will not be persuaded by you. Expertise and
positions also give credibility to a person.

15. Critical Elements of a Good Communicator
PATHOS
If what you say matters to them and they can
connect with it, then they will be more interested and
they will think you are more credible. Emotional
bonds will make the audience captivated and they
feel the speaker is one of their own people.

16. Critical Elements of a Good Communicator
LOGOS
Logos is logic. People believe in you only if they
understand what you are trying to say. People find
logic in everything. If there is no logic behind the
speaker’s work or time, they do not want to get
involved. Everybody has a sense of reason. You must
present facts to the audience for them to believe in
you.

17. Cont…
SHANNON-WEAVER MODEL
The Shannon Weaver Model of Communication
is a mathematical model used for technical
communication or machine communication like
telegraph and telephone. In Shannon Weaver’s
model, if the channel does not have distorting
elements or noise producing elements, the
communication is successful.

18. Concepts in Shannon-Weaver Model
Sender (Information source) – Sender is the person who
makes the message, chooses the channel and sends the
message.
Encoder (Transmitter) –Encoder is the sender who uses
machine, which converts message into signals or binary
data. It might also directly refer to the machine.
Channel –Channel is the medium used to send message.

19. Decoder (Receiver) – Decoder is the machine used to
convert signals or binary data into message or the
receiver who translates the message from signals.
Receiver (Destination) –Receiver is the person who
gets the message or the place where the message
must reach. The receiver provides feedback according
to the message.
Noise –Noise is the physical disturbances like
environment, people, etc. which does not let the
message get to the receiver as what is sent.

21. Example of Shannon Weaver Model
A businessman sends a message via phone text to his worker about a meeting
happening about their brand promotion. The worker does not receive the full
message because of noise. It goes like this:
Businessman: We have a meeting at the office (“at 8 am” goes missing due to
phone network disruption or noise)
Worker (feedback) : At what time?
Here,
Sender: Businessman
Encoder: Telephone network company
Channel: Mobile network
Noise: Missing text due to disruption
Decoder: Mobile phone
Receiver: Worker

22. Cont…
BERLO’S SMCR MODEL
Berlo’s Model was made to understand general
human communication. In Berlo’s Model,
communication depends on many factors: like
communication skills, attitude, knowledge,
socio-cultural systems, the way in which the
message has been sent, the content of the
message, senses of the receiver, etc.

23. INTERACTIVE MODEL
OF COMMUNICATION

24. INTERACTIVE MODEL OF COMMUNICATION
Also known as Convergence Model.
The communication process takes place
between humans or machines in both
verbal or non-verbal way. This is a relatively
new model of communication for new
technologies like web.

26. Interactive Model Examples
Internet has increased the opportunity of
interactive communication and it is still
evolving.
Human-computer interaction is also now
considered as interactive communication as
the model is circular where the senders
interchange every time.

27. TRANSACTIONAL MODEL OF
COMMUNICATION

28. Transactional Model of Communication
It is the exchange of messages between sender and
receiver where each take turns to send or receive
messages.
Both sender and receiver are known as
communicators and their role reverses each time in
the communication process as both processes of
sending and receiving occurs at the same time.

29. The model is mostly used for
interpersonal communication and is
also called circular model of
communication.
The transactional model is the most
general model of communication.

30. Factors Affecting Transactional Model
Social Context
Social context in communication refers to the
norms, values, laws and other restrictions of a
society to communicate within a specific limit. It
also includes rules that bind people’s ability to
communicate. Society shapes the way a person
communicates.

31. Factors Affecting Transactional Model
Cultural Context
Cultural context is the lifestyle and identity
of a person. Caste, class, race, ethnicity,
gender, etc. are the contexts which
promote communication.

32. Factors Affecting Transactional Model
Relational Context
Relational context of communication
relates to relationship history and manners.

33. THE GATEKEEPER MODEL
OF COMMUNICATION

34. This fourth model can represent mass communication –
that is, how an audience receives information from media,
the intermediaries of information.
Media takes the role of “gatekeeper.”
MTRCB takes the function of a gatekeeper.

36. `
ECOLOGICAL MODEL OF
COMMUNICATION

38. The most complex of all communication models.
It expounds the role of mass media, as well as
the individuals and groups that control these
outlets of information.
Communication between people (creators and
consumers) is mediated by messages which are
created using language within media; consumed
from media and interpreted using language.

39. Ecology- refer to the environment where people
interact among each other. , using a particular
language that they commonly understand.
E.g.
Language of Lawyers.
Language of Doctors.