1. Models of Communication
A model can be defined as a simplified way of approaching a particular subject.
Models foreground some features of the subject they represent and peripherise others.

2. Models do not holistically and definitively address all aspects of the subject they represent. Communication models attempt to highlight key aspects of the communication process. This enables us to explore and have a clearer understanding of the complex process of communication.

3. The Transmission / Linear Model.
The major proponents of the model are two communication engineers namely Claude Shannon and Warren Weaver.
Their main goal in developing this model was to ensure the maximum efficiency of telephone cables and radio waves in the transmission of information
Their model depicts communication as a mere process of transmitting information from the sender to the receiver.

4. The Transmission/Linear Model
According to Shannon and Weaver, the information source generates a message which the transmitter encodes into a signal
The signals are loaded in a channel which transmits them to the receiver which decodes the message from the signals
The destination is the intended recipient of the message. This process is affected by noise
This approach to communication is essentially technical and instrumental

5. Diagrammatic representation of the Linear Model
Information
source
Transmitter or Channel
noise
Receiver
Signal
Signal recved M
message
Destination

6. Points to note on the Linear Model
The model depicts communication as a one way process
The sender and the receiver play fixed roles.
Shannon and Weaver were interested in addressing technical problems which related to the accuracy with which the message is transmitted.
Semantic problem which relates to the precision of the meaning relayed.
The effectiveness problem which relates to how effectively the received meaning affects the recipient’s behaviour.

7. Points to note Continued
The linear model is suitable for institutions such as the army
It is also the model for mass communication
Even in organisations that seem democratic, the linear model is frequently applied
Where the model is applied the movement of messages is unidirectional.
Shannon and Weaver’s one-way comn model is similar to the one proposed by Harold Lasswell (1948). The Lasswell model can be expressed as follows: A source sends a message through a medium to a receiver producing some effect.

8. The Osgood and Schramm’s Model of Communication
The model attempts to capture the reciprocal nature of communication
Unlike the linear model, it does not depict communication as simple one-way process.
The model depicts comn as an ongoing and reciprocal process whose parties are equally involved in the process of creating shared meaning.
Osgood & Schramm argue that the communication process does not have a clearly identifiable source or receiver
Participants in the comn process equally encode and decode messages
When comn is taking place participants simultaneously assume the role of source and receiver

9. The Osgood and Schramm Model: Diagrammatic Representation
message
Encoder
Interpreter
Decoder
Note this diagrammatic representation does not capture noise, context and feedback

10. Points to note on the Osgood & Schramm model
The model does not capture noise which is an all pervasive disruptive element of the communication process
There is no provision for feedback and context/ environment in the model. However feedback seems to be assumed or implied in the model
Model is most relevant in situation where people of the same status communicate with each other.
All communicators are active creators of messages and meanings.
Communication is an active goal-oriented and behaviour changing activity. Discuss this view.

11. The Interactional Model
The model stresses the need to establish mutuality of meaning between the interactants.
It recognises the influence of the communication environment to the overall comn process.
The pervasive influence of noise is acknowledged in the model.
The model captures the unequal relationship that normally exist between communicators.

12. Diagrammatic Representation of the Interactional Model
Message readaptation
Receiver
Decodes
message
FEEDBACK
Source
Encodes
Message
environment
noise
Channel
noise
environment

13. Points to note on the Interactional Model
Context affects the way we encode and decode messages.
When the receiver gets the message and sends feedback, the source of the message will establish whether the message has been interpreted as intended or not. If not, the source will reframe or readapt the message using mutually understood codes or signals.
The model assigns more power to the source of the message and less power on the recipient.
In unequal relationships, the boss/ superior dictates the pace and nature of the communication that unfolds. The subordinate plays a passive role.

14. The Transactional Model
This model is based on the view that the communication process is not characterised by creators and consumers of messages.
Instead, communicators share the same status and authority over the creation and negotiation of meaning.
Unlike in the linear and interactional models where meaning is largely determined by the source, in this model meaning is heavily negotiated
The model presents human communication as a dynamic meaning creating process where communicators simultaneously send and receive verbal and non-verbal messages
There is a symmetrical interface btwn communicators which facilitates mutual dependence in the creation of meaning.

15. Some points to note on the Transactional Model
The model seems democratic in nature.
The model assumes equality between communicators.
Can appropriately be applied on internet based comn platforms such as chat rooms, video conferences and instant messaging
The model is practiced when people who share the same status interact.
It is effectively applied in face to face interactions where communicators use both verbal and non-verbal messages.
Discuss the limitations of this model.

16. Transactional Model Diagram

17. Transactional Model cont’d