Transcript Communication

The Process of
Communication
Introduction to basic communication theory
21/06/11
Session 2 – Week 1
Understanding and being understood...?
 Exchange of meaning between
communicators...?
 A process of developing shared
understanding of a subject ...?
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Definition?
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‘Transmission’:
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‘Circular’ process:
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‘Transaction’:
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‘Iceberg’:
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Competence:
◦ an ‘exchange of information’ along a linear path
(Shannon & Weaver; Lasswell; )
◦ (Schramm & Osgood; Gerbner) of information
exchange
◦ an ‘exchange of meaning’ where relationships and
situations (context and purpose) are an important
aspect of the process (Maletzke; Berlo)
◦ a psychological model that aims to identify hidden
influences
◦ Genuine communication almost accidental – one
can only hope to achieve communication
competence in a given context (Habermas)
How to explain “communication?”
Communication is a process
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All theorists however,
agree that
communication is a
process where an
‘exchange of
meaning’ is
established between
a “sender” and a
“receiver”
Process key terms & concepts
SENDER has IDEA
 Sender ENCODES idea into meaningful MESSAGE
 Sender TRANSMITS message via chosen
CHANNEL
 “NOISE” may interfere
 RECEIVER gets the message
 Receiver DECODES & INTERPRETS
 Receiver gives FEEDBACK (becomes sender)
 Process repeated - MEANING is established /
exchanged
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Sender has idea
Feedback supplied
Idea communicated
Encodes
Message interpreted
Message created
Message decoded
Channel selected
Message transmitted
“NOISE”
Message received
Shannon & Weaver’s
model
Originally developed to analyse
communication over telephone networks
(information exchange)
 Introduced some key communication
terms: idea, sender, receiver, encode,
decode, message, channel, noise,
transmission
 Shows communication as a linear process,
mechanical and irrelevant to meaning
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The Shannon & Weaver model
 Circular
models add the element of
feedback – roles of sender and
receiver alternate as the message is
clarified and affirmed – interpreted
 Continues to see communication as
“information” exchange, but
importance of meaning
acknowledged
Osgood & Schramm; Gerbner
A
Encoding
B
Channel A-B
Decoding
Transmission
Response
SOURCE FUNCTIONS
RECEIVER FUNCTIONS
RECEIVER FUNCTIONS
SOURCE FUNCTIONS
Decoding
Encoding
Response
Channel B-A
Transmission
McCroskey’s rhetorical communication
model – further development of shared
meaning model
Maletzke’s mass media model
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Introduces importance of perception and
selection: concepts of gatekeeping and
knowledge power
Looks at:
◦ the Communicator: individual in ‘real-world’
context
◦ the message: how constructed as well as what
information it carries
◦ selection of the medium: the way message is
sent
◦ the Receiver: another individual in her/his own
context, with his/her own forces at work....
Maletzke: mass media model
Berlo’s SMCR model
SMCR
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Focus on perception
and context
Emphasises importance
of relationships
Explains communication
in more complex,
psychologically-realistic
terms
Shared Meaning or
Negotiated Meaning
Could also look something like this
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Most of what we think and feel in a
communication context is invisible
(‘below the surface’) but influences what
we project externally
‘Iceberg’ principle...
Communication is inevitably inexact
 We can only aim for relative
communication competence in context
 5 key competencies
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Habermas’ theory
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Message:
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Role:
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Interpretive:
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Goal:
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Self:
◦ ability to frame communication appropriately for
the context
◦ knowing the appropriate communication behaviours
for the situation or context
◦ ability to ‘size up’ the situation and respond
appropriately
◦ ability to set & achieve appropriate communication
goals
◦ realistic appreciation/awareness of one’s own
communication capabilities
Habermas Competency model
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Depends on the depth of analysis
required
Linear or circular models are limited –
too simplistic for in-depth analysis
Transactional models ok for simple
analysis
‘Psychological’ models are best for
more complex communication analysis
Habermas is great for self-analysis
What model to use?
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Whatever theory source you use, it must be
acknowledged: in text...
◦ Textbook (Author, year, chapter/page)
◦ Article (author, year)
◦ Website (author if known, url)
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...and in your final reference list
◦ Complete list with all required details
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Author
Year
Title
Publisher
Publication date
Or download date
◦ See referencing handout (on Moodle site)
Referencing is essential

Just Google communication and you’ll get millions
of sites...
Be sensible!
The text book is still your PRIMARY and best resource
for this paper
 We will add useful resources to the Moodle site as we
go...
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Use Google?
 Observe
 Listen
 Read
 View
 Play
Keep expanding your
understanding