THE
MODEL OF COMMUNICATION.
As
a Media practitioner, everyone must know by heart the classic model of
communication introduced by Harold Laswell (1927) .In his model of
communication; he shows the movement or flow of communication as below:
(WHO?) à
(SAY WHAT?) à (THROUGH WHAT?) à
(TO WHOM) à(WHAT EFFECT?)
Speaker message channels audience feedback
Speaker message channels audience feedback
Then
when the world is evolving and coming towards modernization and technology
wise, the communication model is once again changed and now it is more
appropriate and precise to a technology literate as in this global village era.
“In 1948, Claude Elwood Shannon published a Mathematical Theory of
communication” (Wikipedia, March 2012). In his model, Shannon has introduced
Noise, symbol, and signal. The Shannon communication model is also known as the
mother of all communication models.
In
Shannon communication model, there are 8 keys elements. 5 of the elements is
the same as Laswell’s (1927) model communication, which are: The encoder(who),
The message(say what), The channel(through what), The decoder(receiver)
, The feedback (with what effect).
To understand how the Shannon-Weaver Model pertains to
communication, it is necessary to define each individual element.Source
The source of communication is the initiator, or origin, that puts the model into action. It is an individual or group that has a specific reason to begin the communication process. That is, there is a message that they wish another to receive.
Encoder
Once the purpose of the source has been decided, there must be a specified format for the message to take. This is what the communication encoder does; it takes the concept that the source wants sent out, and puts it into a suitable format for later interpretation.
Message
The information, idea, or concept that is being communicated from one end of the model to the other is the message. Most of the time, in human communication, the message contains a distinct meaning. When the model was created, Shannon and Weaver were not concerned whether the message had substance, but rather that it was being transmitted.
Channel
It is essential for meaningful communication that a suitable means to transmit the message be selected. The channel is the route that the message travels on, be it verbal, written, electronic, or otherwise.
Noise
It is inevitable that noise may come into play during the communication process. Noise could be considered an interference or distortion that changes the initial message; anything that can misconstrue the message may be noise. Noise can be physical, as in an actual sound that muffles the message as it is being said, or it can be semantic, like if the vocabulary used within the message is beyond the knowledge spectrum of its recipient. In order for communication to be effective, noise must be reduced.
Decoder
Before the message reaches the intended recipient, it must be decoded, or interpreted, from its original form into one that the receiver understands. This is essentially the same interaction as that of source and encoder, only in a reversed sequence.
Receiver
In order for communication to be executed, there must be a second party at the end of the channel the source has used. The receiver takes in the message that the source has sent out.
Feedback
For meaningful communication to come to fruition, it is vital that the receiver provides feedback to the source. Feedback relates to the source whether their message has been received, and most importantly, if it has been interpreted accurately. Without feedback, the source would never know if the communication was successful. Ongoing communication is made possible by the cyclical route feedback allows; if more communication between the two parties is necessary, they can follow the model indefinitely. (Arline Dyer, Melanie Hayden, & Diane Lanctot, n.d retrived)
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