6. The Process…… Source M Receiver Scholars like Aristotle and Plato have termed the process of communication as Rhetoric. From the very beginning communication was seen as a process in which the speaker constructed messages to be transmitted to the receiver to bring about a desired response in his or her receiver—as set out in the figure below.
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23. The Greek philosopher Aristotle’s Model Speaker Speech Effect Audience This model was developed some 2000 years ago. Aristotle includes in this model the 5 essential elements of communication: Speaker, Speech or message, Audience , Effect and Occasion. In his rhetoric Aristotle advices the speaker on constructing a speech for different audiences on different occasion for different effects. This model is most applicable for public speaking. Occasion
24. Lasswell’s Model-1948 Lasswell states that in order to understand the process of mass communication one has to understand each of the stages. This model stresses on the effect rather than the message itself.effect means observable or measurable change In the receiver. It also suggests that any change in the elements will change the effect. Untill the 1960’s Lasswells questions dominated the scene of Mass Media research WHO Speaker What Message Channel Medium Whom Audience Effect =
25. Shannon and Weaver’s Model-1949 Source Transmitter Channel Receiver Destination Message Signal Received signal Message Noise Source
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30. Wilbur Schramm’s Models Receiver Source Encoder Signal Decoder S S De D Field of experience Field of experience E Model I Model II
31. Wilbur Schramm’s Models Interpreter Encoder Decoder Encoder Decoder Interpreter M M A B Model III
32. Gebner’s Model-1956 Means and control E M 2 S E 1 Percept E event Selection context availability M SE 1 Selection context availability Access to channels of media control Content Signal Event Human/ machine M’s percept of event E Human M 2 ’s Perception
33. David Berlo’s Model-1960 Source Communication skills Attitudes Knowledge Social system Culture Channel Seeing Hearing Touching Smelling Tasting Receiver Communication skills Attitudes Knowledge Social system Culture M Element Treatment Structure Content
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