Module Details

Subject coordinator DR. D. Harichandan

Paper coordinator DR. Sally Enos

Content writer Ms. Geeta S. Thakur

Co-Content writer Ms. Devanshi Praveen

Subject Name Adult Education/Continuing Education

Paper Name Communication Technology

Module name/ Title Models of communication.

Module ID. AE/CT/05

Objectives  To understand the meaning of models of communication

 To understand the importance of models of communication
 To enable the comprehension of various models of
communication
 To enable the understanding of relationships of the various
element of communication.
 To understand the selection of the appropriate model for
communication.

Keywords Model, Linear Model, Interactive Model, Transactional Model,

Cascading Model, Circular Model
 Module 5: MODELS OF COMMUNICATION
Module Structure
5.1 Introduction
5.2 Importance
5.3 Various Models of communication
5.3.1 Linear Model
5.3.2 Interactive Model
5.3.3 Transactional Model
5.3.4 Cascading Model
5.3.5 Circular Model
5.4 Let us sum up

5.1 Introduction
Communication is an integral part of human existence. Communication decides
the very identity of human beings. Modern society is turning into an information society
and communication is the exchange of this information. Communication is a process
basically concerned with sharing or transferring information from a sender to a receiver
with the use of a medium in which the communicated information is understood by both
sender and receiver. It starts with the transmission of message by communicator and ends
with receiver’s feedback.
Models of Communication are conceptual models used to explain the
communication process in humans. They can be graphically represented for easy
comprehension of their process. In communication model, various elements of
communication process are depicted in a sequential and rational manner. It is the logical
setting of the elements of the communication process. There are various models of
communications put forth by different creators.

5.2. Importance of Models of Communication

Communication model helps us to know about various aspects of communication.
The importance of communication model can be described as follows:
 Presents the essential nature of what it describes by highlighting key features thought
important by the model builder.
 Visualizes for us how certain features are related to another and provides a more
orderly understanding that we might have without the model.
 At another level models have heuristic value; that is, they provide new ways to
conceive of hypothetical ideas and relationships.

1. Measuring the Effectiveness of Communication: The sender, message and

the receiver are very important in any communication process. Various
communication models represent the significant elements of communication process
 and help in measuring the effectiveness of communication. Such model helps in our
decision making process.
2. Graphical Representation of Methods: The communication models rely on
pictorial / graphical representation of communication process. Here the sender,
receiver, message, media/channel and feedback, which are the essential elements of
communication process, are represented in the form of pictures. This graphical
representation provides us with a complete idea of the communication process.
3. Scope for further research: Communication model involves pictorial
representation of various elements of communication process which can be used as a
sample for further research and investigation
4. Measures of Inflexibility: Communication model can be used as an essential
source of comprehending the nature of inflexibility/variability in communication.
5. Representation of Objective: Each message which is communicated has
certain objectives/goals and these are represented in the communication model;
thereby creating a meaningful communication.
At concluded point, above discussion presents that how much importance
communication model bears for modern communication.

5.3 Various Models of communication

A. Linear Model
 Introduction
The first model of interpersonal communication (Laswell, 1948) depicted
communication as a linear, or one-way, process in which one person acts on another
person. This was a verbal model that consisted of five questions describing a sequence of
acts that make up communication. It is also known as the Action Model.

The linear communication model was further revised by Mathematicians Shannon

and Weaver and advocated the one-way model to communicate with other. The linear
model consists of the sender encoding a message and channeling it to the receiver in the
presence of noise.

 Process of communication:
The model portrays a source at one end of the field that encodes and sends
information. This encoded message then travels through a neutral medium until it arrives
at the mind of the other participant, who then receives the message. The model suggests
that, at any given time during a conversation or communication between people, only one
party is expressing the information because the other party is exclusively absorbing the
information.
 The various elements of the model and their role are as follows:
a. Source: also known as information source, it is a person who encodes a message. The
communication process starts from the source.
b. Message: Piece of information which is sent by the information source and received
by the receiver.
c. Transmitter: The instrument used to transmit information or message from the
source to the destination. In case of Shannon's model, the transmitter is a telephone
that captures audio signals from the source, converts it into an electronic signal, and
amplifies it for transmission through the telephone network
d. Signal: Signal is that which flows through a channel. There may be multiple parallel
signals, as is the case in face-to-face interaction where sound and gesture involve
different signal systems that depend on different channels and modes of transmission.
There may be multiple serial signals, with sound and/or gesture turned into electronic
signals, radio waves, or words and pictures in a book.
e. Carrier or channel: It is represented by the small unlabeled box in the middle of the
model. The most commonly used channels include air, light, electricity, radio waves,
paper, and postal systems. Note that there may be multiple channels associated with
the multiple layers of transmission, as described above.
f. Noise: These are secondary signals that obscure or confuse the signal carried. In
Shannon’s model, noise is restricted to noise that obscures or damages some portion
of the signal within the channel.
g. Receiver: In face to face communication, the person’s set of ears (sound) and eyes
(gestures) are the receiver. In Shannon's notion, the receiving telephone instrument is
the receiver. In television there are various layers of receivers which include an
antenna and a television set.
h. Destination: A person who uses and processes the message.
Information
Transmitter Receiver Destination
source
Signal Received
Message Message
Signal

Noise
Source
Limitations
 The main flaw in Shannon’s linear model is that it is actually not a model of
communication rather it depicts a flow of information through a medium.
 It is incomplete and a biased model; applicable to systems like telephone and
telegraph and not other media.
 Here the communication is a one-way process where speakers only speak and never
listen. It also implies that listeners listen and never speak or send messages.
 The linear model assumes that there is a definite beginning and end to communication.
It does not take into consideration to feedback from the receiver. For example; the
communication process seen in a letter, email, text message or a lecture.

B Interactive Model
 Introduction
A more interactive model of communication was put forth by Schramm (1955)
and Wood (2009). In this model, there is an exchange of ideas that takes place between
the participants which are involved in communication and they have an effect on each
other. The participants involved in communication can be humans, machine or art
forms. The model given by them is dynamic in nature and has a two-way flow of
information. In this communicaiton model, the speaker or the sender of the message
also gets the feedback given by the receiver or listener. The speaker and the listener
both take turns to speak and listen to each other. Feedback is in the form of verbal or
non-verbal means or in both ways.
 Process of communication
In an interaction model, two linear models are kept one above the other. The sender
encodes a message and sends it to the receiver who in turn decodes it, encodes it and
sends it back to the original sender. In this model there is a two way communication
process that takes place. This model has added feedback, indicating that communication
is a two way process not one way. It also has “field of experience” which includes our
cultural background, ethnicity geographic location, extend of travel, and general personal
experiences gathered in our lifetime. This model indicates that the speaker and listener
would be able to communicate better if they have common fields of experience, or fields
which overlap.

Limitations:
There are certain drawbacks to this model. They are as follows:
 This model does take feedback into consideration however it is not simultaneous. For
example, in case of instant messaging, the sender sends an instant message to the
receiver, and then has to wait for the instant message from the receiver to react. Here
the sender and the receiver have to wait for their turns, only when one sends the
feedback then the second can receive and send a feedback.
 This model does not indicate that communicators can both send and receive messages
simultaneously.
 The model fails to acknowledge the dynamic (changes over time) nature of
communication process.
C. Transactional Model
 Introduction
The transactional model shows that the elements in communication are
interdependent. Each person in the communication acts as both speaker and a listener,
and can be simultaneously sending and receiving messages.
There are three implications in the transactional model:
i. “Transactional” means that communication is an on-going and dynamic
process. The sender is changing; the receiver is changing as well as the
environment where the communication is taking place is also changing over
time.
ii. In any transactional process, each element exists in relation to all the other
elements. These elements are interdependent on each other wherein there can
be no source without a receiver and no message without a source.
iii. The factors like the person’s background, prior experiences, attitudes, cultural
beliefs and self-esteem affects the communication process.
 Process
The transactional model presupposes that the people involved in the communication
process are connected and they engage in transaction. In this model each person is a
sender-receiver, not merely a sender or receiver. It identifies all elements which are
involved in the communication get affected. Therefore communication is dynamic as well
as simultaneous. The transactional model contains sets that represent the communication
environment. Where the ellipses intersect is the most effective communication area
because both the communicators share the same meaning of the message. For example
while talking/listening to friends. When one friend is talking to another, then the one
listening will constantly give feedback using facial expression, verbal feedback without
necessarily stopping the sender from conveying the message.

The above figure shows a transactional model of communication that takes into
account “noise” or interference in communication as well as the time factor. The outer
lines of the model indicate that communication happens within systems that both
communicators share (e.g., a common campus, hometown, and culture) or personal
 systems (e.g., family, religion, friends, etc). It also takes into account changes that happen
in the communicators’ fields of personal and common experiences. The model also labels
each communicator as both sender as well as receiver simultaneously
Advantages and Limitations
 Due to constant messages and feedback, good communication is established.
 Disadvantage is that this becomes more difficult to do if the receiving side increases
beyond the capabilities of the source.

D. Cascading model
 Introduction
The Cascade Communication Process downloads team deliberations to all
organizational levels. At the same time, it uploads the organization’s reactions,
suggestions, alternatives, and ideas back to the team—and all without elaborate
technology. The benefit of this dynamic two-way communication is that teams truly
become interactive bodies that tap into the creativity of the whole organization.
 Process
Cascade communications work by sending messages down the chain from senior
executives or Executive Board to senior managers. They in turn pass the message to their
junior managers and then through every layer of management through to the workforce.
Research shows that staff likes to receive information via their managers; this approach
utilizes that personal approach.
Let us understand this example:
 Senior managers or Executive Board meet to discuss the messages they want to
see broadcast throughout the organization
 These are then discussed with the internal communications team (or HR) and the
messages developed
 Senior managers then call together all their direct reports and brief them, this
process of reporting down occurs until everyone in the organization has received
the message
 Meetings should last no more than 20 – 30 minutes. If they are longer including
feedback, questions and discussion, then there are too many messages or the
messages given are too complicated.
 Advantages and Limitations
• Needs to be done quickly or it can lead to problems in message delivery
• Often senior managers want to give too much information
• Message can become corrupted as it is passed on
• Only as good as the managers delivering the message
• Can suffer from managers refusing to give the message or holding on to information –
the ‘need to know’ or power syndrome
• It will leak, out so if market sensitive be aware that it won’t stay within the
organization
• Can be time consuming
• Can be difficult over a multi-site or international organization
• Only works if senior executives buy in to the system.
E Circular Model
 Introduction
This model was introduced by Osgood and Schramm. This model highlights two way
communications. Here the response of the receiver is given importance. So, sender always
anticipates feedback from receiver. Therefore the receiver of the message reacts in the
context of the message forwarded by the sender. As a result, communication is completed.

 Process
In a Circular Model, the communication is something circular in nature. The various
elements in the process of communication are as follows:
• Encoder– Who encodes the message and sends it. The encoder is also the originator of
the message. He is the starting point in the communication cycle.
• Decoder– Who receives the message and decodes it.
• Interpreter-Who tries to understand, analyse, perceive or interpret the message.
Throughout the communication process, there is an interpretation that goes on and
based on this the message is received. The model breaks the conventional sender and
receiver model and highlights communication in a practical way. Here communication
can take place at intrapersonal level (within yourself) or at the interpersonal level
(between people), in both the cases, each person acts as the sender and the receiver. The
person thereby simultaneously encodes, interprets and decodes the messages.
The concept of semantic noise is introduced in this model which implies to different
meaning applied by the sender and the receiver to the same message. Semantic noises
generally occur due to words and phrases used by the sender and receiver which cause a
deviation or alteration of the actual meaning of the communication.
 Advantages
• It is a dynamic model and shows how a situation can change over time.
• It shows that redundancy is an essential part to combat the noise structure involved.
• It is a very practical and simple model, breaks the notion of conventional model and
states that there is no separate sender and receiver, sender and receiver is the same
person. The communication cycle ends up where it started from.
 • Communication is circular in nature and hence the communication process completes
• Feedback is the central feature. The sender and the receiver decode, interpret and
encode the message.
 Disadvantage
• This model does not talk about semantic noise and it assume the moment of encoding
and decoding.

5.4 Let us Summarize:

Communication takes place all around us. Mankind has communicated in various
ways since the beginning of their existence, by means of drawings, writings, signals,
symbols and language. Shannon's model of communication serves as a basis for
explaining communication, but it has limitations, an example is that it does not explain
the meaning of the message. The various other models of communication help us in
understanding the different ways through which effective communication can be
established. However each model of communication has certain advantages and
limitations.

References
 http://bconsi.blogspot.in/2012/12/importance-of-communication-model.html
 hubpages.com/hub/Types-of-Communication-Model
 www.youtube.com
 www.slideshare.net
 www. wikipedia.org
 http://quizlet.com/28504828/communication-defined-flash-cards/
 http://goodcommunicationwag.blogspot.com/
 http://ibrahimjacob.blogspot.com/2011/05/communication-theory-in-mass.html

Books
Agarwal, J. (2009). Essentials of Educational Trechnology. New Delhi: Vikas Publishing House.

Dr. Y.K. Singh, D. T. (2008). edcuational technolgy. New Delhi: APH Publishing house.

J.S.Walia, D. (n.d.). Essentails ofEducational Teachnology. New Delhi: Ahim Publications.

Kumar, D. (2004). Educational technology. New Delhi: New Age International Publisher.

Mangal, S. M. (2009). Essentials of Educational Technolgy. New Delhi: PH Publishing house.

Ram Nath Sharma, S. S. (2003). Advanced Educational Technolgy. New Delhi: Atlantic poublishers and
Distributers.

Taori, S. (2001). Communication in Schools. New Delhi: Regency Publications.

Vanaja, D. (n.d.). Educational Technology. NeelKamal Publishing house.

Please click on the link below for further reading

 https://www.youtube.com/watch?v=etcIX0aC-4E
 http://www.slideshare.net/unnielovesyou/models-of-communication?qid=90a9bd43-
b9f3-43eb-ac3c-f9996767f7e7&v=qf1&b=&from_search=17
 http://comm1101.wikispaces.com/file/view/Schram's+Model.ppt
 Transactional ModelofCommunication- HCC Learning
 https://www.youtube.com/watch?v=M8rVXVN9DZk
 Cascading Communications
 http://effectivemanagers.com/dwight-mihalicz/why-cascading-information-is-key-to-
successful-organizational-change/
 https://members.scouts.org.uk/supportresources/4076/communication-
cascade?cat=460,636&moduleID=10
 https://www.youtube.com/watch?v=5M4HBopSzgI
 http://www.slideshare.net/surbhirishi39/models-of-communication-
mmcmm?qid=1bd35ac4-2685-45cc-be3e-
be52dcba5c2d&v=default&b=&from_search=5
 http://www.scribd.com/doc/17878315/Models-of-Communication
 https://www.youtube.com/watch?v=wUvEU5CaRdA