1. MODELS OF COMMUNICATION IN RELATION TO MEDIA LITERACY

2. Behavioral Objectives
At the end of this lesson, students should be able to;
1. Define instructional communication models
2. List the types of communication models related to media literacy
3. Define and state the components of Linear model of communication
4. Define and state the components of interactive model of communication
5. Define and state the components of transactional model of communication
6. Define and state the components of shcramm model of communication

3. COMMUNICATION MODELS
Models Of Communication Refers To The Conceptual Model Used To Explain The Human Communication Process. The First Major Communication Model Came In By Claude Elwood Shannon And Warren Weaver For Bell Laboratories. Following The Basic Concept, Communication Is The Process Of Sending And Receiving Messages Or Transferring Information From One Part[sender] To Another[receiver]

4. Communication Models Related To Media Literacy
There Are Many Communication Models But In This Article, We Shall Talk About Few Of Them As Relating To Media Literacy;
Shannon And Weaver
Linear Model
Interactive Model
Transactional Model And
Schramm Model

5. Shannon And Weaver
In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an American scientist both of them join together to write an article in “Bell System Technical Journal” called “A Mathematical Theory of Communication” and also called as “Shannon-Weaver model of communication”.
This model is specially designed to develop the effective communication between sender and receiver. Also they find factors which affecting the communication process called “Noise”. At first the model was developed to improve the Technical communication. Later it’s widely applied in the field of Communication.
The model deals with various concepts like Information source, transmitter, Noise, channel, message, receiver, channel, information destination, encode and decode.

6. Components
The Following Are The Basic Components Of Shannon And Weaver Communication Model
Sender : The Originator Of Message Or The Information Source Selects Desire Message
Encoder : The Transmitter Which Converts The Message Into Signals
Decoder : The Reception Place Of The Signal Which Converts Signals Into Message. A Reverse Process Of Encode
Receiver : The Destination Of The Message From Sender.

7. Linear model
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:

8. Components 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.

9. Components contd.
This linear model is great for electronic media, such as radio and television, because of its one way nature, but it encounters several problems when looking at other channels.
As we all know, conversations with your friends and others are never one way, but rather they are back-and-forth, which is a problem with the linear model. A second problem is that encoding is typically done unconsciously. And finally, a third problem is that other factors like culture, environment, and relational history often come in play to affect the message.

10. Interactive Model
Interactive model (also known as convergence model) deals with exchange of ideas and messages taking place both ways from sender to receiver and vice-versa. The communication process take place between humans or machines in both verbal or non-verbal way.
This is a relatively new model of communication for new technologies like web.

11. Components
Interactive Model of Communication requires different following components for the communication process to work:
Encoder-Source-Decoder : The person who originates a message is the source. The encoder and decoder are the same person/source. The second source is also encoder as well as decoder. The source acts as an encoder while sending the message and as decoder while receiving the message. The second source decodes the message, then originates another message, encodes it and sends it to the first source. The source is known to be encoder and decoder during the act of encoding and decoding.
Message : Message is the information sent during the interaction.
Feedback : The decoder forms a second message after receiving the first which is known as feedback.

12. Transactional Model
Transactional model of communication is the exchange of messages between sender and receiver where each take turns to send or receive messages.
Here, both sender and receiver are known as communicators and their role reverses each time in the communication process as both processes of sending and receiving occurs at the same time.
The communicators can be humans or machines but humans are taken as communicators in this article to analyze general communication between humans. The model is mostly used for interpersonal communication and is also called circular model of communication.

14. Components
source: The sender of the information from the primary source
Channel: The media or means by which the message is sent to the receiver or decoder.
Message: The information being sent to and from the source to the receiver.
Receiver: The decoder of the information being passed from the source or sender to the receiver.
Feedback: this s the most important aspect of transactional model because it makes all participants both the sender-receiver of the message.

15. Schramm model
Schramm's Model of Communication was postulated by Wilbur Schramm in 1954, where he suggested that communication is a two way process where both sender and receiver take turns to send and receive a message.
The message is only sent after encoding so the sender is also called Encoder and the encoded message is decoded under receipt by the receiver, making him the Decoder.
This model was adapted from the theories of another theorist Osgood, so is also known as Osgood and Schramm Model of Communication or Encode-Decode Model of Communication.

17. components (Transmitter) Is The Person Who Sends The Message.
Encoder Is The Person Who Converts The Message To Be Sent Into Codes.
Decoder Is The Person Who Gets The Encoded Message Which Has Been Sent By The Encoder And Converts It Into The Language Understandable By The Person.
Interpreter Is The Person Who Tries To Understand And Analyze The Message. Message Is Received After Interpretation. Interpreter And Receiver Is The Same Person.
Receiver Is The Person Who Gets The Message. She/he Decodes And Interprets The Actual Message.
Message Is The Data Sent By The Sender And Information That The Receiver Gets.
Feedback Is The Process Of Responding To The Received Message By The Receiver. Sender
Medium Or Media Is The Channel Used To Send The Message.

18. CONCLUSION/SUMMARY
As earlier discussed, communication models Refers To The Conceptual Model Used To Explain The Human Communication Process, and we have been able to define and give the basic concepts of some communication models related to media literacy.
one common thing among all the model of communication mentioned are;
sender/encoder, which can be related to the media maker
message, which is all the data of the information the media maker is passing across to the audience
Media, is the means ie social media, mass media etc that the sender[media maker] uses to pass his information across to the audience[receiver]

19. Receiver/decoder, this is the individual who the message is meant for, he access, evaluate and create media. He deconstructs messages in a messages in order to get his own inference of the message
Feedback, this is an important aspect in media because the feedback of the receiver or decoder will determine whether the work of the media maker is a success