Communication+Models

**Basic models include:**


· It assumes the communicator wishes to influence the receiver and therefore sees communication as a persuasive process. · It assumes that messages always have effects. · It exaggerates the effects of mass communication. · It omits feedback. · On the other hand, it was devised in an era of political propaganda · It remains a useful INTRODUCTORY model · Braddock (1958) modified it to include circumstances, purpose and effect || · Communication is presented as a linear, one-way process · Osgood and Schramm developed it into a more circular model · Shannon and Weaver make a distinction between source and transmitter, and receiver and destination – ie there are two functions at the transmitting end and two at the receiving end · Criticised for suggesting a definite start and finish to the communication process, which in fact is often endless || · There is a verbal as well as visual formula (like Lasswell): 1 someone 2 perceives an event 3 and reacts 4 in a situation 5 through some means 6 to make available materials 7 in some form 8 and context 9 conveying content 10 with some consequence · The flexible nature of the model makes it useful. · It also allows an emphasis on perception · It could explain, for example, the perceptual problems of a witness in court and, in the media, a model which helps us to explore the connection between reality and the stories given on the news ||
 * Model || Comment ||
 * **Lasswell formula (1948)** || · Useful but too simple.
 * **Shannon and Weaver (1949)** || · Highly influential and sometimes described as “the most important” model (Johnson and Klare)
 * **Gerbner (1956)** || · Special feature of this model is that is can be given different shapes depending on the situation it describes

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