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Models of communication are representations of the process of
communication.
They try to provide a simple explanation of the process by highlighting its most
fundamental characteristics and components.
Communication can be defined as the transmission of ideas. General models of
communication try to describe all of its forms, including verbal and non-verbal
communication as well as visual, auditory and olfactory forms.
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1. Linear models
Linear models of communication suggest that communication takes place only in one direction.
• It is one way communication
• Sender sends the message
• Receiver Receives only
• No feedback
• Noise :- The choice of channel may effect the way receiver interprets the message
• involves persuasion not mutual understanding
The main elements in these models are:
•The channel,
•The sender, and
•The receiver.
The sender transmits the message via a channel.

The channel is the medium and changes the message into speech, writing, or animation.
The message then reaches the receiver, who decodes it.
This model is straightforward and is used mainly in marketing, sales, and PR, in communication with
customers .
Examples
• Listening to a Radio
• watching TV
• Sending E-mails
• Receiving a text message
• Speech 2
1.1 : Aristotle’s communication model
This is the oldest communication model that dates back to 300 BC.
Aristotle’s model was designed to examine how to become a better
and more persuasive communicator.
It is a foolproof way to excel in public speaking, seminars, and
lectures, where the sender (public speaker, professor, etc.) passes on
their message to the receiver (the audience). So, the sender is the only
active member in this model, whereas the audience is passive.
Aristotle identified three elements that improve communication:

• Ethos — defines the credibility of the speaker. Speaker gains
credibility, authority, and power by being an expert in a field of their
choice.
• Pathos — connects the speaker with the audience through different
emotions (anger, sadness, happiness, etc.)
• Logos — an important element that signifies logic. It is not enough
for the speech to be interesting — it needs to follow the rules of logic.
Aside from that, Aristotle suggested that we look at five components
of a communication situation to analyze the best way to communicate:
• Speaker
• Speech
• Occasion
• Target audience
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• Effect
1.2. Laswell’s communication model
The next linear model on our list is Laswell’s Model of mass
communication.
According to this model, communication is the transmission of a
message with the effect as the result.
The effect is the measurable and obvious change in the receiver of the
message, that is caused by the elements of communication. If any of
the elements change, the effect also changes.
Laswell’s model aims to answer the following 5 important questions

regarding its elements:
1. Who created the message?
2. What did they say?
3. What channel did they use (TV, radio, blog)?
4. To whom did they say it?
5. What effect did it have on the receiver?
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1.2. cont……………..
The answers to these questions offer us the main components of this
model:
• Communicator
• Message
• Medium
• Audience/Receiver
• Effect
Laswell’s Model example

Let’s say you are watching an infomercial channel on TV and on comes a
suitcase salesman, Mr. Sanders. He is promoting his brand of a suitcase
as the best. Aware that millions of viewers are watching his
presentation, Mr. Sanders is determined to leave a remarkable
impression. By doing so, he is achieving brand awareness, promoting
his product as the best on the market, and consequently increasing
sales revenue.
So, Mr. Sanders is the communicator.

• The message he is conveying is the promotion of his brand of a
suitcase as the best.
• The medium he uses is television.
• His audience consists of evening TV viewers in the US.
• The effect he is achieving by doing this is raising brand awareness and
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• increasing sales revenue
1.3 The Shannon-Weaver communication model
Maybe the most popular model of communication is the
Shannon-Weaver model.
Strangely enough, Shannon and Weaver were mathematicians,
who developed their work during the Second World War in the
Bell Telephone Laboratories. They aimed to discover which
channels are most effective for communicating.
So, although they were doing the research for engineering
endeavors, they claimed that their theory is applicable to
human communication as well.
And, they were right.
So, first, let’s consider the components of the Shannon-Weaver

model of communication. These are:
• Sender
• Encoder
• Channel
• Decoder
• Receiver 6
1.4 . Berlo’s model of communication
Berlo’s model of communication is unique in the sense that it
gives a detailed account of the key elements in each step.
This model explains communication in four steps:
1. Source
2. Message
3. Channel
4. Receiver
Let’s consider the key elements that affect how well the
message is communicated, starting with the source.
The source
The source or the sender carefully puts their thoughts into
words and transfers the message to the receiver.
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2. Interactive communication model
As more dynamic models, interactive models of communication
refer to two-way communication with feedback.
However, feedback is not simultaneous, but rather slow and
indirect.
Interactive models are used in internet-based and mediated

communication (telephone conversations, letters, etc.).
the main elements of these models:
• Sender
• Message
• Receiver
• Feedback
• Field of experience
Examples
• Social Media
• Interactive marketing and use generated content
• ATM machine
• Online shopping
• Chat Rooms 8
2.1. The Osgood-Schramm model
The Osgood-Schramm model is a circular model of
communication, in which messages go in two directions.
There are four principles in this model:

1. Communication iscircular— individuals involved in the
communication process are changing their roles as
encoders and decoders.
2. Communication isequalandreciprocal— both parties are

equally engaged as encoders and decoders.
3. The message requiresinterpretation— the information needs

to be properly interpreted to be understood.
4.There arethree steps in the process of communication:

• Encoding
• Decoding
• Interpreting
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2.2. The Westley and Maclean communication model
The Westley and Maclean model is primarily used for explaining mass
communication.
This model introduces environmental and cultural factors to the process
of communication. Namely, according to this model, the
communication process does not start with the source/sender, but
rather with environmental factors.
The Westley and Maclean model also takes into account the object of
the orientation (background, culture, and beliefs) of the sender and the
receiver of messages.
The very process of communication starts with environmental factors
which influence the speaker — the culture or society the speaker lives
in, whether the speaker is in a public or private space, etc.
Aside from that, the role of feedback is also significant.
This model consists of nine crucial components:
1.nEnvironment (X)
2. Sensory experience (X¹)
3. Source/Sender (A)
4. The object of the orientation of the source (X²)
5. Receiver (B)
6. The object of the orientation of the receiver (X³)
7. Feedback (F)
8. Gatekeepers (C)
9. Opinion leaders 10
3. Transactional communication model
Transactional models are the most dynamic communication
models.
• Sender and receiver both are communicators
, they are equal
. simultaneous
• Communication is
• Non verbal gestures is a part of feedback
Their key components are:

• Encoding
• Decoding
• Communicators
• The message
• The channel
• Noise
Examples
• Face to face meeting
• Telephone call
• a skype call
• Meeting in which all attendees participate by sharing
Ideas And comments or interactive Training
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• a chat session
3.1Barnlund’s communication model
Barnlund’s Transactional Model interpersonal, immediate-feedback communication,
and is a multi-layered feedback system. explores
That means that the sender and the receiver change their places and are equally important.
Feedback for the sender is the reply for the receiver, and both communicators provide feedback.
At the same time, both sender and receiver are responsible for the communication’s effect and effectiveness.
The main components of Barnlund’s Transactional Model are:
• Encoding
• Decoding
• Communicators
• The message (including the cues, environment, noise), and
.
• The channel
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3.2. Dance’s helical communication model
According to Dance’s Helical Model, communication is seen as a circular

process that gets more and more complex as communication progresses.
That is why it is represented by a helical spiral.

With every cycle of communication, we expand our circle, and each
communication encounter is different from the previous one because
communication never repeats itself.
Additionally, in the process of communication, the feedback we get from
the other party involved influences our next statement and we become
more knowledgeable with every new cycle.
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COMMUNICATION MODELS GROUP 2
Outline
1: Linear model
 Aristotle’s Model
 Laswell’s Model
 The shanon Model
 Berlo’s Model S-M-C-R model
2: Interactive model
 The Osgood Schramn Model
 The westley and Maclean Model
3: Transactional model
 Barnlund’s Transactional Model
 Dance’s Helical
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4
Thank you very much for your listening
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Models of communication are representations of the process of

The sender transmits the message via a channel.

Aristotle identified three elements that improve communication:

Laswell’s model aims to answer the following 5 important questions

Laswell’s Model example

So, Mr. Sanders is the communicator.

So, first, let’s consider the components of the Shannon-Weaver

Interactive models are used in internet-based and mediated

There are four principles in this model:

2. Communication isequalandreciprocal— both parties are

3. The message requiresinterpretation— the information needs

4.There arethree steps in the process of communication:

Their key components are:

According to Dance’s Helical Model, communication is seen as a circular

That is why it is represented by a helical spiral.

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