Communication Theories

Communication Theories:
Communication theory traceable evolution began with Aristotle , and rhetoric. He presents a communication model with three main components- speaker, message and listener. Today, any theory appears to have at least all three components. Communication is an interactive process, which is more complex than speaker, message and listener. In today’s ever changing environment, communication must be circular rather than linear, whereas communication is an ongoing process. Theorists started with the linear concept and evolved communication models to become circular.
1900’s Theorists Developments:
Throughout the 1900’s several theorists created communication theories (models). Beginning in 1949’s Five theorist’s models of interest emerged and are as follows: Laswell’s Model, Shannon & Weaver’s Model, Schramm’s Models, Westley-Maclean Model, and Kincaids’ Convergence Model.
Laswell’s Model - 1948: Laswell’s model describes communication as “who says what to whom in what channel and with what effect”. His model focused on the verbal communications. Information is communicated with the purpose to persuade, inform, or to entertain. Also, it introduces the concept of medium of how the message is delivered to the listener (receiver). Communication is straight forward directly to the effect, a linear model. A tyrannical communicator would be an illustration of someone still practicing Laswell’s model.

who → what → channel → whom = EFFECT
(speaker) (message) (medium) ( audience/listener)

Shannon & Weaver’s Model - 1949: One year after Laswell’s model, Shannon & Weaver went more in-depth. They changed the speaker to an “information source” that transmits the message by channel, which could be effected by a “noise source” (interference), that the receiver receives which concludes the message has reach its destination. Basically, Shannon & Weaver introduced a vertical aspect of the “Noise Source” to their linear model.

message signal received signal message
↓ ↓ ↓ ↓
Information → Transmitter → Channel → Receiver → Destination
Source ↑
Noise Source

Further reading of interest would be “Brief Excerpts from Warren Weaver’s Introduction to: Claude Shannon’s The Mathematical Theory of Communication” http://darkwing.uoregon.edu/~felsing/virtual_asia/info.html

Schramm’s Models: Schramm developed three models, beginning in 1954 with Schramm’s First Model. This model discusses a "Source" and from the information "Source" there needs to be an "Encoder" for the information. From the "Encoder," there needs to be a "Signal" in which to send the communication. From there, the message needs to be decoded using a "Decoder." It is only after all of these steps that the message has reached its "Destination."

Schramm's Second Model shows overlapping circles or "Fields of Experience" between the "Source" and the "Destination" of the communication. Schramm's second model details the same elements as the first model. The only difference is that the "Signal" is an overlapping feature between the "Source" and the "Destination." An example of this model would be one-way communicated information whereas the receiver can relate the information to a field of their own experiences and open to the decoder’s own interpretation.

Schramm's Third Model includes the same elements as the first and second models. The difference in this model contains feedback from the recipient. Within this model, both the sender and receiver have opportunity to acknowledge if the correct meaning to the message is being sent and receive with the feedback. Schramm’s third model begins taking out the “assumptions” within communications.

More information about Laswell’s model, Shannon & Weaver’s model and Schramm’s models can be found in Robert Croft’s article: Communication Models

Westley-Maclean Model: This model focuses on “events” and “advocates” to convey the message. Then, the message flows through the “channel,” and finally to its “audience.” This is the most complex communication model to me, but I have seen this in action. Once, the president of an employer used this style of communication within the organization. Nobody knew what was being communicated and to whom. Communication was very confusing for approximately two years. It was interesting to see the changes occurring due to the mass confusion within communication.

Kincaids’ Convergence Model – 1979: Kincaids’ model was much more complex than any other communication theories developed in the past, but the communication is understood with his model. He develops “Psychological Reality(A),” “Physical Reality,” and “Psychological Reality (B) that influence the information being communicated. “Action” and “Collective Action” stem from the information being communicated. This leads to “Believing” and “Understanding,” which eventually would lead to “Mutual Agreement” and “Mutual Understanding.” All stages of this model direct to “Social Reality.” Communication can be simple or complex. This model is complex to visually study the diagram below. But this circular mode of communication is a simple model. Simply put, I have a message I want to convey to you. I begin with my own interpretation of the information. I send my interpreted message to you. You receive and interpreted the message in a way that you perceive the message. You respond with your decoded message to your understanding. I can believe the response or start the cycle again. This model causes communication an on going process.

Kincaid has continued his works internationally. If you are interested in learning more about his communication theory and the global application, I recommend the following book as a reference reading:

Kincaid, D. Lawrence, (1987). Communication theory: eastern and western perspectives.

San Diego, C: Academic Press.

In conclusion:
Many communication theories introduce other concepts which facilitate or hinder the communication process besides the five theorist mentioned here. Kincaid avows his theory the best. In my view, communication is reality! And communication has to be circular.