Introduction to Mass Communication

Lecture 05 Mr. Shaukat Ali

Elements of Communication
Sender Message Channel Receiver Feedback

1947 Shannon- Weaver Model of Communication

1949 Shannon-Weaver Model of Communication

Feedback

Why a model is essential?

A good model is useful in providing both general perspective and particular vantage points from which to ask questions and to interpret the raw stuff of observation. Models clarify the structure of complex events. Models help and provide new ways to conceive of hypothetical ideas.

Limitations of a Model:
Can lead to over simplifications. Can lead to a confusion of the model between the behaviours it portrays. Premature Closure.

Schramm-Osgoods Interactive Model, 1954

Field of Experience Signal Field of Experience

Source

Encoder

Decoder

Destination

Schramm-Osgoods Interactive Model, 1954

Field of Experience
Sender Encoder Signal

Field of Experience
Decoder Receiver

Noise

Limitations of Schramm-Osgood Model

Schramm-Osgood model addresses only bilateral form of communication. The complex, multiple levels of communication between several sources are beyond this model.

Difference between Shannon-Weaver & Schramm-Osgood Models of Communication

Shannon-Weavers model is about mechanical communication. Schramm-Osgoods model addresses human communication.

Mass Communication Terminologies

Art Theatre a place where an artistic
work is shown to the public.

Beat a specific area assigned to a

person (reporter) to report/ cover, events/ incidents happening in that specific area. E.g. crime, sports, commerce, politics, etc.

Berlo's S-M-C-R Model (1960)

David Berlo's SMCR Model (1960) proposes that there are five elements within both the source/encoder and the receiver/decoder which will affect fidelity.

Berlo's S-M-C-R Model (1960)

Two are encoding skills: - speaking - writing Two are decoding skills: - listening - reading

Berlo's S-M-C-R Model (1960)

The fifth is crucial to both encoding and decoding: - thought or reasoning

Berlo's S-M-C-R Model (1960)

Knowledge level Socio Cultural systems Attitudes Message (code, content, treatment) Channel (five senses)