Models of Mass Communication: Circular, Transactional

Shannon and Weaver’s Model

Claude Shannon developed this model while trying to know what happens to “information bits” as they travel from the source to the receiver in telephone communication. In the process, he isolated the key elements of the Communication process, but missed out feedback which was later added by his colleague, Warren Weaver.

 The elements include: a) The Communication: All communication are composed of chains or systems; and a system or chain is no stronger than its weakest link. b) The information and communication source: The entity (individual, group or organisation) that originates the message. c) The Message: The information itself, which may be verbal or nonverbal, visual, auditory, or tactile. d) The Transmitter: The person, establishment (or equipment) that encodes and transmits the message on behalf of the source; the transmitter may be the source. e) The Channel: The avenue through which the message is transmitted to the receiver. f) The Destination: the central nervous system (e.g. the human brain) where the message is processed for final use. g) Noise: This is anything added to the information signal but not intended by the information source, and therefore causing distortion in the message. Shannon and Weaver attempted to do two things: 1) reduce the communication process to a set of mathematical formulas and 2) discuss problems that could be handled with the model. Shannon and Weaver were not particularly interested in the sociological or psychological aspects of communication. Instead, they wanted to devise a communication system with as close to 100 percent efficiency as possible. The "noise" concept introduced by Shannon and Weaver can be used to illustrate "semantic noise" that interferes with communication. You will note that the Shannon and Weaver diagram has essentially the same parts as the one formulated by Aristotle. It's true the parts have different names, and a fourth component — in this case the transmitter — is included.

Schramm's Model

This model made a clear case for delayed feedbacks in mass communication. Wilbur Schramm, a well-known communications theorist, developed a straightforward communications model. In Schramm's model he notes, as did Aristotle, that communication always requires three elements — the source, the message and the destination. Ideally, the source encodes a message and transmits it to its destination via some channel, where the message is received and decoded. However, taking the sociological aspects involved in communication into consideration, Schramm points out that for understanding to take place between the source and the destination, they must have something in common. If the source's and destination's fields of experience overlap, communication can take place. If there is no overlap, or only a small area in common, communication is difficult, if not impossible. Schramm also formulated a model that explains the process involved in mass communication.