COMMUNICATION OF

INFORMATION

COMMUNICATION OF
INFORMATION

General Communication Model

3 Types of Human Communication
Model:
1. Human Networking Model
2. Invisible College Model
3. Gatekeeper Model / Technological

Information Gatekeeper Model

General Communication Model

Radio/TV,memo/letter,fax,
internet/www,
face to face

Sender
(message)

Transmission Medium

Noise

Receiver

Communication Model
Users
information
needs

interface

Information
system

Information
resources

1.

Intended
Meaning

As Reality

HUMAN NETWORKING
MODEL
A

Shared Space
Verbal Massage
Non-Verbal Message

There is always a sender and a receiver in

communication.

Perceived
Meaning
Bs Reality

HUMAN NETWORKING MODEL

Also known as non-formal communication

The information transfer takes place directly
from the generators of info to its users
The sender and the receiver have different
personal realities formed by their
experiences, perceptions, ideas etc.
The same event will be interpreted and
perceived differently by each of two people

INVISIBLE COLLEGE MODEL

Communication and exchange

of information that normally
occurs within the same
profession, in context of
working environment and
discussions especially
rampant among scientist,
whereby new information or
findings circulate only at their
level within the same circle.

Invisible college: How?

Through personal discussion

Through personal correspondence
Through personal discussion of peer
group
Informal presentation of research
results to groups within and outside
ones own organization
Exchange of printed materials and
memoranda

Advantages:
a. Can take place through face-to-face or

telephone conversation which are faster

than dissemination through the formal
channels.
b. Are designed to reach large audiences.
c. Continuous interaction between the
supplier and receiver of information is
possible.

TECHNOLOGICAL GATEKEEPER
MODEL

Information gatekeeper is individuals

holding key or star position in the
communication network because of the
frequency with which others turn to them
for advice and discussions

They link their colleagues with the

outside world by attending seminars and
conferences and by having extensive
contact with personal sources

TECHNOLOGICAL GATEKEEPER
MODEL

He plays the crucial role in

scientific and technological
information retrieval and
dissemination
The gatekeeper is the
organizations key individual
collecting information from various
sources and passing it on to the
relevant people who will be best
able or most interested to use it
(Tidd et al.,1997)