GUIRA, Shannon Rose P.

August 14, 2024

ZGE1105 - B4C

1. Elements of Communication
There are 8 elements of the communication process:
● Sender - It is the one who conveys his thoughts, message or ideas to the receiver.
● Message - It is the subject of the communication sent by the sender. It may be a
feeling, thought, or a sentence.
● Encoding - It refers to the process of converting the subject or message to be
understood by the receiver. It may include words, pictures, symbols, etc.
● Media - This refers to the path or channel where the message is encoded. It may be
face-to-face, written, or through the Internet.
● Decoding - The process of translating the encoded message into an effective
communication language, understood by the receiver.
● Receiver - It is an individual who receives the message of the sender.
● Feedback - The most essential element in the process since it is a process of
reversal of communication where the receiver will send his reply or reaction back to
the sender.
● Noise - A barrier or hindrance in part of the communication process.

2. Model of Communication

● Linear models of communication - is a one-way communication process.

a. Aristotle’s model of communication - the oldest communication model
most people are familiar with. This can be seen as a persuasive and impactful
manner.
i. The Speaker: The person delivering the message
ii. The Speech: The information and how it’s portrayed
iii. The Occasion: The context surrounding the communication
iv. The Target audience: Who will be receiving the message
v. The Effect: The goal of the communication
b. Lasswell’s model of communication - There are 5 key elements that are
presented in a questions manner where the speaker needs to ask.
i. Who: Who was responsible for sending the message?
ii. What: What information needs to be portrayed in the message?
iii. Which channel: Which method does the speaker use for
communication?
iv. To Whom: Who is receiving the message?
v. What Effect: What impact is the message intended to have?
c. Shannon-Weaver model of communication is the most popular models of
communication in the modern world. It is the first one to discuss about the
“noise” in communication. There are 5 elements such as sender, encoder,
channel, decoder, and receiver. Although this model highlights the importance
of encoding the message that can be received effectively by the receiver
without any barrier or hindrances.
 d. Berlo’s S-M-C-R model of communication - It is a little more detailed than
some of the linear frameworks.
i. S: Source: The communication skills, attitudes, knowledge, societal
system, and culture of the person sending the message.
ii. M: Message: The organization, parts, details, and handling of the
message, along with any special codes, jargon, or specific terms that
might be used.
iii. C: Channel: How the message is transmitted and how it affects the
senses of sight, hearing, touch, smell, and taste.
iv. R: Receiver: Who encounters the message, their attitude, knowledge,
communication skills, societal system, and culture.

● Interactive model of communication, a two-way communication model.

e. Osgood-Schramm model is a circular model where everyone is involved in
an interaction equally. The sender and receiver in this model are not
differentiated, thus, they are simply defined as two significant entities in a
conversation. Additionally, individuals in the communication are constantly
switching into the roles of “encoder” and “decoder” since they are treated as
equal and fair.
f. Westley and Maclean model of communication explains how communication
works, especially in mass media. It starts with environmental factors that
influence how messages are created, rather than just focusing on the sender.
This model includes nine key parts: the environment, sensory experiences,
the sender, the message's focus, the receiver, the receiver's perspective,
feedback, gatekeepers (like editors), and opinion leaders. It emphasizes that
our communication is shaped by our backgrounds and cultures, and how we
interpret messages can affect our future interactions.

● Transactional models is a two-way conversation but becomes more complex as the

event or discussion progress.
g. Barnlund’s transaction model. In this model, both the person talking and
the person listening need to make sure the conversation goes well. It also
says that things like noise or problems with how the message is sent can
change how people understand what's being said.
h. Dance Helical model considers as a circular model wherei converastions
becomes more complex as it goes deeper. It views communication as
constantly evolving and expanding.
3. Theories of Communication
There are several key theories that help explain how communication works:

● Transmission Model of Communication

This foundational model presents communication as a linear process involving a sender,
message, channel, and receiver. The sender encodes the message, transmits it, and the
receiver decodes it. It emphasizes clarity and accuracy in conveying information.

● Social Learning Theory of Communication

This theory, developed by Albert Bandura, focuses on observational learning and how we
acquire communication skills by watching others. It suggests that modeling and
reinforcement shape our communication behaviors over time.

● Cognitive Dissonance Theory

Cognitive dissonance theory proposes that we have an inner drive to hold all our attitudes
and beliefs in harmony and avoid disharmony (or dissonance). When we encounter
information that is inconsistent with our beliefs, it creates discomfort that motivates us to
change our attitudes or actions to eliminate the dissonance.

● Diffusion of Innovations Theory

This theory, credited to Everett Rogers, explains how new ideas, practices or products
spread through cultures over time. It categorizes five categories of adopters (innovators,
early adopters, early majority, late majority, laggards) and suggests that the speed at which
people adopt these innovations depends on factors like their advantages, compatibility,
complexity, trialability, and visibility.

● Coordinated Management of Meaning (CMM) Theory

CMM theory, developed by Barnett Pearce and Vernon Cronen, focuses on how people
create meaning through communication. It suggests that people coordinate their actions and
negotiate meaning through a different context, including situation,, relationships, and cultural
background. These theories provide valuable lenses for understanding the complex process
of communication. By applying insights from these frameworks, we can enhance our ability
to communicate effectively in diverse contexts.