4 Models and Concepts in the Evolution of Communication Theory

Lasswell’s Model of Communication: One of the earliest models of communication, also commonly regarded as one of the most influential.

Lasswell (1948) described his linear model as a way to expediently describe an act of communication by answering the following questions: Who? Says what? In which channel? To whom? With what effect? Though this was one of the earliest models of communication, Lasswell considered the “effect” of the message not only on the audience, but also the effect of the audience’s feedback on the source of the message.

Shannon and Weaver’s Model of Communication: A linear communication model distinguished by the addition of the effects of noise.

Shannon and Weaver (1949) put forth a model of communication that was a contemporary of Laswell’s but improved upon the latter by the inclusion of the effects of noise on the message and how it is received. While the word “noise” generally carries negative connotations, Shannon and Weaver are careful to classify it as neither desirable nor undesirable in their model: they recognized that noise can artfully be used as a tool to provide either context or ambiguity when conveying a message, or even subliminal marketing. The current political climate serves to provide ample examples of this: a politician seeking to convey a message to the audience often uses noise in the form of distractions (other events, behavior not typical of most politicians) to effectively silence what might have been pointed questions to poke holes through that message. Noise in this example serves to keep that particular message on track to the audience, and one can assume that such examples were ample in Shannon and Weaver’s time.

Berlo’s Model of Communication: A linear communication model describing how the source of a message transmits that message to deliberately change the recipient’s behavior.

David Berlo (1960) went a step further with his model, attributing concrete purpose to the conveyance of a message beyond the simple disseminating of information. This model describes the phenomenon of advertising perfectly, in which sources tailor a message to either a market niche or the lowest common denominator to achieve a change in behavior, including the purchase of one product or service over others. A contemporary example of this is the myriad commercials on television during the Superbowl: A typical Superbowl gathering has spectators who are figuratively glued to the television screen during the game, breaking apart and usually even getting up to grab a fresh snack, refresh a drink or to pay a visit to the washroom. Commercials during this time are seldom muted (though the volume may be lowered), and even if the spectators are not consciously listening to or watching the action in the commercials, they do subliminally absorb the contents of these commercials, boosting the sales of the products mentioned in the months following the broadcast.

Kincaid’s Model of Communication: A non-linear, convergent communication model that shares information among recipients for the express purpose of mutual understanding.

D. Lawrence Kincaid (1979) evolved the definition of communication from the historically more linear model in which the source delivers a message to the recipient and expects a certain action from the recipient (whether a desired behavior change or feedback from the recipient) to a more inclusive model in which the flow of messaging and feedback occur in both directions not only to affect behavior but also to reach understanding among all parties involved. An example of this model may be a group study conducted to test the effect of a new product on its target market, to educate and inform that target market about the product and then also to incorporate the feedback of the target market into the product: far more than a linear transmission of thoughts and ideas is required for this project to be successful, as the manufacturer has to be open to the needs of its audience and understand what the audience’s concerns are in order to tailor the product effectively. At the same time, the audience—especially if confronted with an unfamiliar product—must be open to being educated if it is to realize the purported benefits of the product and also to effect change as necessary. This multi-directional flow of ideas should, ideally, serve to bring all parties to a mutual understanding.

References:

Krippendorff, K. (1986). Quantitative Applications in the Social Sciences: Information theory: SAGE Publications Ltd doi: 10.4135/9781412984485

Narula, U. (2006). Communications Models: Atlantic Publishers & Dist.

Shoemaker, P. J., Lasorsa, D. L., & Tankard, J. W. (2003). How to Build Social Science Theories. Thousand Oaks: SAGE Publications, Inc.