A Communication
Model
How Mass Communication Works!
How Communication Works
Elements of Communication

The Source (Sender) – The person that
creates the message



The speaker transforms ideas and thoughts
into messages and sends them to a receiver or
audience.
The speaker decides what messages are to be
sent and how they will be sent.
Encoding – The process of organizing
the message, choosing the words and
sentence structure and verbalizing the
message
Elements of Communication
The Receiver (Audience) – The
receiver interprets the message in
ways that are unique to that person
 Decoding – Process of interpreting the
message


Although the sender/speaker may
intend a message to carry a specific
meaning, the receiver/audiences
interprets the message based on their
own experiences and attitudes
Elements of Communication

Feedback – The audience’s response
to the message
Can be conveyed both verbally and
non-verbally
 Often indicates whether a speakers
message has been understood

Elements of Communication

The Message – The content of the
communication process: thoughts and
ideas put into meaningful expressions
Content can be expressed verbally
and non-verbally.
 Miscommunication can happen when
the audience misinterprets the
speaker’s intended message or when
the speaker misreads the audience
feedback.

Elements of Communication

The Channel – Medium through which
the speaker sends a message
Live audience – Channel = air waves
 Telephone lines, televisions,
computers, written correspondence


Noise – Any interference with the
message

Physical sounds, psychological noise
(emotions), environmental (room
temp., etc.)
How Communication Works
Mass Communication Model
GATEKEEPER
SENDER
MESSAGE
ENCODING
RECIEVER
DECODING
FEEDBACK
The Terms
SENDER: The announcer, station
owner, writer, producers, artists,
directors, actors, technicians: Those
who produce the format, sound, and
appearance of the message.
 RECIEVER: The audience: Those
listening or watching the transmission
of the message.

The Terms
MESSAGE: The programming –
everything viewers/listeners hear/see.
 ENCODING: Taking the ideas and
producing a message; the form the
message takes.
 DECODING: How the audience
interprets the message or program.

The Terms
FEEDBACK: How the audience
responds; only reaches the
gatekeeper.
 GATEKEEPER: Controls the flow of
the messages; often the station
programmer relays to senders.

Differences




With MASS COMM. there are multiple
senders involved.
There are also multiple receivers.
Encoding is collaborative –
listeners/watchers give mass feedback.
Feedback



Goes to the gatekeeper
Delayed rather than immediate
Distortedly negative
Mass Communication Model
GATEKEEPER
SENDER
MESSAGE
ENCODING
RECIEVER
DECODING
FEEDBACK