A BIG BLACK BUG

BIT A BIG BLACK BEAR,

MADE THE BIG BLACK
BEAR BLEED BLOOD.
OBJECTIVE:
1. Aristotle’s Model of Communication
2. Shannon-Weaver’s Model of Communication
3. Schramm’s Model of Communication
4. Berlo’s Model of Communication

Encodes Decodes

Communication Content Hearing Communication

Skills Skills
Elements Seeing
Attitudes Attitudes
Treatment Touching
Knowledge Knowledge
Social System Structure Smelling Social System
Culture Code Tasting Culture
5. White’s Model of Communication
1. Aristotle’s Model of Communication

 Aristotle – an ancient Greek Philosopher was the

proponent of the earliest mass communication
model known as “ Aristotle’s Model of
Communication” before 300 B.C. The model focuses
on public speaking than interpersonal
communication process.
2. Shannon-Weaver’s Model of Communication
2. Shannon-Weaver’s Model of Communication
 Claude Shannon was an American Mathematician and Engineer.
 Warren Weaver was an American Scientist who wrote an article in “Bell System Technical
Journal” called “Mathematical Theory of Communication” or otherwise known as
“Shannon-Weaver’s Model of Communication” or commonly known as the “Telephone
Model”
 This model is designed to develop effective communication between the sender and the
receiver. In this model “Noise” is an important factor which affects the communication
process.
 This model comprises five elements:
 An information source or sender
 A transmitter – which encodes the message into signals
 A channel – to which signals are adapted for transmission
 A receiver – which decodes the message from the signal
 A destination – where the message arrives
 A sixth element noise – is a dysfunctional factor
3. Schramm’s Model of Communication
3. Schramm’s Model of Communication

 Wilbur Schramm – who was considered as the Father of Mass

Communication.
 Schramm asserts that communication can take place if and only if there
is an overlapping between the Field of Experience of the Speaker and
the Field of Experience of the Listener.
 The Field of Experience is everything that makes a person unique –
everything he/she has ever learned, watched, seen, heard, read and
studied.
4. Berlo’s Model of Communication

Encodes Decodes

SOURCE MESSAGE CHANNEL RECEIVER

Communication Content Hearing Communication
Skills Skills
Elements Seeing
Attitudes Attitudes
Treatment Touching
Knowledge Knowledge
Social System Structure Smelling Social System
Culture Code Tasting Culture
4. Berlo’s Model of Communication
 David Berlo pioneered the SMCR model in 1960. He emphasized the relationship
between the sender and the receiver of the message.
 According to this model, for the message to be encoded and decoded accurately, the
communication skills of both sender and receiver must be at its best and must have the
necessary skills.
 Source – This is where the message originates
 Communication Skills – person’s ability to communicate – reading, writing, speaking,
listening.
 Attitudes – the way one thinks and feels towards oneself the audience and the subject.
 Knowledge – refers to how much information a person has about the topic to be shared.
 Social System – includes values, beliefs, culture, religion and general understanding
about the society where the communication happens.
4. Berlo’s Model of Communication
 Message – the idea or information sent by the source.
 Content – the substance of the message that gives detailed information about
the topic.
 Elements – includes language, gestures, body language etc., employed in
transmitting the content of the person’s message.
 Treatment – refers to the manner of handling or dealing with the message or
how it was sent. Example: send through electronic mail or letter
 Structure – this is how the words are arranged, organized or put together for the
message to be clear and easy to understand.
 Code – referee to the system of signals or symbols for communication.
 Channel – refers to the five senses: hearing, seeing, touching, smelling and
tasting.
 Receiver – the one who receives or takes the message. The receiver also
possesses his own communication skills, attitude, knowledge about the topic,
familiarity of social system and culture.
5. White’s Model of communication
Assignment
5. White’s Model of communication

fifth
THE END . . . .
 In
Quiz
a ½ sheet of paper, explain briefly and concisely :

1. Among the Five Models of Communication which of these

( Aristotle’s Model of Communication, Shannon – Weaver Model of
Communication, Schramm’s Model of Communication, Berlo’s Model of
Communication, White’s Model of Communication) do you think is the best one
for you and why?

2. In relation to question no. 1; draw a diagram of the communication model that

you have chosen.