SUBJECT: PURPOSIVE COMMUNICATION
FIRST SEM – MODELS OF COMMUNCATION
NAME: VERDADERO, JOHN DALE DOMINIC
SECTION: BSA – 2C
INSTRUCTOR: MA’AM RUBY KRISTINE H. OLAÑO DATE: SEPT 8, 2023
Communication is simply the act of transmitting information from one location,
individual, or group to another.
Every communication involves (at the very least) one sender, one message,
and one recipient. This may appear simple, but communication is a very complex
subject. The transmission of a message from sender to receiver can be affected by a
wide range of factors. These include our emotions, the cultural situation, the medium
we use to communicate, and even where we are.
Communication is a complex procedure that involves the exchange of
information, ideas, thoughts, and emotions between individuals or groups. Various
modes of communication have been proposed to assist us in comprehending this
process.
Communication models are critical frameworks that define how people interact
to achieve specific goals. Most people underestimate the complexity of
communication. It can include a variety of information (from written text to diagrams)
as well as multiple people with varying communication styles. Linguists and scientists
have defined eight models of communication that are commonly used in the modern
world over the years.
Each of these models is classified into three types:
 One-way communication methods using linear models.
 Methods of two-way communication in interactive models.
 Transactional models are two-way conversations in which the message
becomes more complex as the event (discussion) unfolds.
LINEAR MODELS OF COMMUNICATION
Linear communication models refer to communication that happens in a single
direction. In a linear communication model, there are three core components: the
sender, the channel, and the receiver.
The sender sends communication over a channel, such as a messaging app.
The medium of the message is determined by the channel (voice, visual, text, etc.).
The receiver is the person who receives the message and interprets it.
Business announcements, such as broadcasts, press release statements, and
marketing campaigns, are most commonly communicated using linear forms of
communication.
The most common linear models are:
 Aristotle’s Model of Communication
 Lasswell’s Model of Communication
 The Shannon-Weaver Model of Communication
 Berlo’s S-M-C-R Model of Communication
1. ARISTOTLE’S MODEL OF COMMUNICATION is perhaps the oldest
communication model most people are familiar with. Dating back to 300 BC, the model
examines how people present messages in a persuasive, impactful manner. Aristotle
said to communicate effectively, we need to consider these 5 elements within any
communication event:
 The Speaker: The person delivering the message
 The Speech: The information and how it’s portrayed
 The Occasion: The context surrounding the communication
 The Target audience: Who will be receiving the message
 The Effect: The goal of the communication
2. LASSWELL’S MODEL OF COMMUNICATION, like Aristotle’s model,
revolves around 5 key elements. However, these elements are presented as questions
the speaker needs to ask. The core components of the Lasswell model include:
 Who: Who was responsible for sending the message?
 What: What information needs to be portrayed in the message?
 Which channel: Which method does the speaker use for communication?
 To Whom: Who is receiving the message?
 What Effect: What impact is the message intended to have?
Similar to Aristotle, Lasswell also believed each speaker should always consider their
audience before they begin communicating, to tailor the message to their needs.
3. THE SHANNON-WEAVER MODEL OF COMMUNICATION, developed
by Shannon and Weaver during WWII, is a popular model that addresses the impact
of noise on communication. It consists of five key parts: sender, encoder, channel,
decoder, and receiver. The model emphasizes the importance of encoding and
decoding messages to ensure effective communication. A newer version includes
feedback as a collaborative component.
4. BERLO’S MODEL OF COMMUNICATION is a little more detailed than some
of the other linear frameworks we’ve looked at so far. This approach breaks
communication down into four steps, with core components included in each of them:
 S: Source: The communication skills, attitudes, knowledge, societal system
and culture of the person sending the message.
 M: Message: The structure, elements, content, and management of the
message, as well as any code, jargon or specific language that may be
used.
 C: Channel: How the message is transmitted, and how it affects the senses
of sight, hearing, touch, smell and taste.
 R: Receiver: Who encounters the message, their attitude, knowledge,
communication skills, societal system and culture.
Berlo's model suggests effective communication requires commonalities between
sender and receiver, similar knowledge and language, and a message that is tailored
to the receiver and the transmission channel.
INTERACTIVE MODELS OF COMMUNICATION
Interactive models of communication focus on the connection between different
people, considering feedback and responses. They are commonly used in business
environments for collaborative work, team discussions, and two-way conversations
with clients, focusing on feedback and responses.
5. THE OSGOOD-SCHRAMM MODEL, introduced by Osgood and Schramm,
this model describes a circular communication model in which everyone involved in
an interaction is treated equally. In this model, the sender and receiver are not
distinguished; rather, they are defined as two parts of a valuable conversation. The
Osgood-Schramm model is usually used to describe synchronous, interpersonal
communication. The principles of the model include:
 Communication in circular: Individuals in the communication process are
constantly switching between roles of “encoder” and “decoder”.
 Communication should be equal and reciprocal: Every party involved in the
discussion is equally engaged and able to share their voice.
 Interpretation is crucial: Messages need to be presented in a way that is
easy to interpret for both sides of the party to be understood.
The Osgood-Schramm model also suggests that real-time communication can reduce
the amount of noise which can disrupt communications.
6. THE WESTLEY AND MACLEAN MODEL. The Westley and Maclean model
is a complex communication framework that focuses on environmental and cultural
factors in mass communication. It consists of nine elements, including the
environment, sensory experience, source, object, receiver, feedback, gatekeepers,
and opinion leaders. The model suggests that communication is influenced by our
perspective, background, and beliefs, as well as the cultural background and beliefs
of the sender and receiver.
TRANSACTIONAL MODELS OF COMMUNICATION
Transactional models are among the most dynamic modes of communication.
They involve decoding and encoding elements, similar to interactive models, as well
as a consideration of communicators, messages, channels and potential noise or
disruptors.
What makes transactional models of communication interesting is that they
view each discussion or interaction as a “transaction”. In other words, communication
is a cooperative process whereby two people are responsible for influencing the
outcome of the conversation.
Transactional models also highlight that we don’t just share information through
communication, but also form bonds, unlock value and create relationships. The core
transactional models of communication includes Barnlund’s Transactional Model and
Dance’s Helical Model.
7. BARNLUND’S TRANSACTIONAL MODEL. Barnlund’s model of
transactional communication explores immediate-feedback (real-time) communication
between people. The multi-layered approach suggests various aspects are crucial to
determining how effective a conversation is. For instance, cues, such as private cues
(a person’s background) , public cues (environmental context) and so on can influence
how we speak.
The Barnlund transactional model emphasizes the importance of both the
receiver and the sender in ensuring that messages lead to the desired outcome,
emphasizing the impact of external disruptions and channel issues on perception. This
model is useful for businesses that use messaging tools.
8. DANCE’S HELICAL MODEL. The Dance Helical model suggests that
communication is a circular process, wherein conversations become more complex as
we dive deeper into the interaction. It’s often represented visually by a helical spiral.
The model indicates that we gradually improve how we communicate over time, by
responding to the feedback provided by the people we communicate with.
As per Dance's Helical model, communication within a team allows us to
understand the situation and the person we're connected with, expanding our circle
and building on information to achieve specific goals.