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2 The linear Concept ² earliest form

2 Involves 5 basic questions ²
Who?
Says What?
On which Channel?
To whom?
With What effect?
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2 ëeceiver passively receives the message

o Acts as directed and desired by sender
o Communication intended to control / manipulate
the receiver
o Assumed that message while passing through
medium chosen by sender, reaches the receiver
without any distortion or change
Shannon-Weaver model
2 C E Shannon & W Weaver ² first pointed out that in
actual practice, messages can be changed or blocked
2 Basic problem is ²
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2 He attributed loss to noise

2 Though feed back was introduced as a corrective to
noise
2 Feedback was not considered to be an integral
component because the model conceived the
communication process as a linear act and feedback
another new act of communication
Shannon-Weaver model

 


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 Shannon-Weaver model (How
Communication Takes Place)
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2 Information source ² source of message

o Sender has raw information.
o His intention changes that information into a message
to be communicated
Shannon-Weaver model
2 Encoding ² message thought ² put into words ( verbal
symbols or any other symbolic form of expression «)
2 Channel (transmission)² oral, written, electronic,
coded, signaling system -appropriate medium /
channel chosen
2 

  receiver gets message by -receiving,
understanding and interpreting the message
2  
 ² communication process ends with receiver
putting the interpreted message into action ² as


by the sender and gives  to sender
Shannon-Weaver model

2 Thus Communication completes full

circle.
2 Both sender and receiver become 2
aspects of a single purpose
-oise

2 Process open to ´noiseµ

Prevents / distorts
communication
-
 ² distortion or
hindrance, preventing
transmission of message
from (mind of) sender to
(mind of) receiver
For some noise stands only
for external disturbances
² physical environment,
machine ² telephone, poor
printout or bad
handwriting
Filters -Communication distortions caused by subjective factors such as
mind sets of sender and receiver

2 ^
 in nature - Caused by 
 of
sender and receiver
Include attitudes, beliefs, experiences,
consciousness of personal status, ability to
think clearly etc
Misunderstanding & other problems may
arise as sender·s message passes through the
filters of the receiver, which comprise ²the
sender·s filters + low interest / involvement +
distraction / fatigue causing loss of
concentration
2-way communication process
More contemporary in nature
ë also acts as the 
 of
feedback to sender
Both sender and receiver play reciprocal
and reversible roles
2 way concept considers communication to
be a 

 and a  
 
 of messages
-o distinction between roles of sender and
receiver because same person plays both
roles
2-way communication process

The two way concept involves receiver

as an active agent in the construction
of meaning of the message.
2 way communication also known as
´transactional communicationµ
Example-
2-way communication process
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Elements of Communication

2
 Elements of Communication
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2 Information - written or spoken
To be sent from one X
 to another
X| 

 - represents the 2 ends of a
system ² could be an individual / a group /
electronic machines
Most    


 ² it is organized,
structured, shaped and selective ² product
of 

  

 
Exists in the  of the sender
 2. Sender
2 Transmits / spreads / communicates ²
message or operates the electronic device
Conceives and initiates the message with
purpose of informing/ persuading /
influencing / changing the attitude / opinion
or behaviour of the receiver
Decides the symbols, channel, time of
sending the message after carefully
considering the total situation in which
communication takes place
·. Encoding
2  

 message from mental form to
symbols ² putting ideas, facts, feelings,
opinions into words, actions, signs,
pictures & audio-visuals

2 Communication 
 
keeping in mind the receiver·s ability to
understand & interpret correctly
*. Channel
V 
  which facilitates the sender
to convey the message to the receiver
^  ² written, oral, audio-visual
  
  ² letters, memos, reports,
manuals, notices, circulars, questionnaires,
minutes etc.
a   ² dialogue, face-to-face interview,
telephone conversation, conference recording
etc.
V  - Hoardings, posters, slides,
documentary films, TV programs &
advertisements
5. ëeceiver

Targeted audience

ëeceives, understands, interprets and

tries to perceives total meaning of the
message as transmitted by sender
Î. Decoding
2 Act of translating symbols into their
ordinary meanings

Total meaning ² meaning of words

(symbols) with tone, attitude of sender
reflected by the structure of message
& choice of words used by sender
7. Acting
2 Message manipulates receiver to act in a
desired manner

ëesponse action shows that he has

understood the message

ëeceiver completes chain of

communication by responding to the
message
. Feedback

Loop that connects the receiver in the

communication process with the sender

Sender acts as the feedback receiver

and gets to know that communication
has been accomplished
Feedback plays an important role