FEU Institute of Technology
Gutierrez, Aldous Euclid B.
Mr. Xavier Aquino Velasco – Associate/Lecturer III, FEU Tech
ENSP2







Shannon and Weaver
Berlo
Schramm
Barnlund
Linear
Interactive/Convergence
Transactional
The new model was designed to mirror the functioning of radio and
telephone technologies. Their initial model consisted of three primary
parts: sender, channel, and receiver. The sender was the part of
a telephone a person spoke into, the channel was the telephone itself, and
the receiver was the part of the phone where one could hear the other
person. Shannon and Weaver also recognized that often there is static that
interferes with one listening to a telephone conversation, which they
deemed noise. The noise could also mean the absence of signal.
Shannon and Weaver argued that there were three levels of problems for
communication within this theory.
 The technical problem: how accurately can the message be transmitted?
 The semantic problem: how precisely is the meaning 'conveyed'?
 The effectiveness problem: how effectively does the received meaning
affect behavior?
In 1960, David Berlo expanded Shannon and Weaver's 1949
linear model of communication and created the SourceMessage-Channel-Receiver (SMCR) Model of
Communication. The SMCR Model of Communication
separated the model into clear parts and has been expanded
upon by other scholars.

It is a Circular Model, so that communication is something circular in nature







Encoder – Who does encoding or Sends the message (message originates)
Decoder – Who receives the message
Interpreter – Person trying to understand (analyses, perceive) or interpret
Note: From the message starting to ending, there is an interpretation goes on. Based on this
interpretation only the message is received.
This model breaks the sender and receiver model it seems communication in a practical way. It is not a
traditional model.
It can happen within our self or two people; each person acts as both sender and receiver and hence use
interpretation. It is simultaneously take place e.g. encoding, interpret and decoding.
Semantic noise is a concept introduced here it occurs when sender and receiver apply different meaning
to the same message. It happens mostly because of words and phrases for e.g. Technical Language, So
certain words and phrases will cause you to deviate from the actual meaning of the communication.
In light of these weaknesses, Barnlund (1970) proposed a transactional model of communication. The
basic premise of the transactional model of communication is that are simultaneously engaging in the
sending and receiving of messages.
In a slightly more complex form, a sender and a receiver are linked reciprocally. This second attitude
of communication, referred to as the constitutive model or constructionist view, focuses on how an
individual communicates as the determining factor of the way the message will be interpreted.
Communication is viewed as a conduit; a passage in which information travels from one individual to
another and this information becomes separate from the communication itself. A particular instance
of communication is called a speech act. The sender's personal filters and the receiver's personal
filters may vary depending upon different regional traditions, cultures, or gender; which may alter the
intended meaning of message contents. In the presence of "communication noise" on the
transmission channel (air, in this case), reception and decoding of content may be faulty, and thus the
speech act may not achieve the desired effect. One problem with this encode-transmit-receivedecode model is that the processes of encoding and decoding imply that the sender and receiver each
possess something that functions as a code-book, and that these two code books are, at the very
least, similar if not identical. Although something like code books is implied by the model, they are
nowhere represented in the model, which creates many conceptual difficulties.








The linear model of communication is an early communication model created by Shannon
and Weaver which visualizes the transfer of information as an act being done to the
receiver by the sender. Understanding several key terms is important in order to follow the
model. These terms are:
Sender: the message creator.
Encoding: the process of putting thoughts into messages through the creation of content
and symbols.
Decoding: the process of interpreting and assigning meaning to a message.
Message: the transmitted information.
Channel: the medium through which the message passes.
Receiver: the target of the sender and collector of the message.
Noise: those distractions which interfere with the transmission of the message.
It is two linear models stacked on top of each other. The sender channels a
message to the receiver and the receiver then becomes the sender and
channels a message to the original sender. This model has added feedback,
indicating that communication is not a one way but a two way process. It
also has “field of experience” which includes our cultural background,
ethnicity geographic location, extent of travel, and general personal
experiences accumulated over the course of your lifetime. Draw backs –
there is feedback but it is not simultaneous


In the transactional model, two people communicate with multiple messages
through what may be multiple channels and with parallel messages.
As with other models, the messages may be distorted and the people may be
distracted, resulting in misunderstanding that fuels and hinders the model.





http://en.wikipedia.org/wiki/Models_of_communication
http://www.iacact.com/?q=models
http://communicationtheory.org/osgood-schramm-model-of-communication/
http://www.communicationstudies.com/communication-process
http://changingminds.org/disciplines/communication/models/transactional.htm