Communication skills

Prince Wasajja, Nabutayi Edgar, 2010; MoPrince Wasajja, Nabutayi Edgar, 2010; Module Communication skillsdule Communication skills

COMMUNICATION COMMUNICATION SKILLSSKILLS

TOPIC 2: Models Of TOPIC 2: Models Of CommunicationCommunication

Prince J. K. WasajjaPrince J. K. Wasajja


Definition: A ModelDefinition: A Model the simplified description in graphic form of the simplified description in graphic form of

a piece of reality. a piece of reality. It seeks to show the main elements of any It seeks to show the main elements of any

structure or process and structure or process and the relationship between those elements.the relationship between those elements. models help us understand the relationship models help us understand the relationship

between the sender and the receiver and between the sender and the receiver and what other elements that are involved in what other elements that are involved in

the communication process such as the communication process such as channel to mention but a few.channel to mention but a few.


A communication ModelA communication Model models help us understand the relationship models help us understand the relationship

between the sender and the receiver and between the sender and the receiver and what other elements that are involved in what other elements that are involved in

the communication process such as the communication process such as channel to mention but a fewchannel to mention but a few

A model plays an organising function A model plays an organising function ordering and relating the systems to each ordering and relating the systems to each

other other providing us with the images of the wholes providing us with the images of the wholes

that we might otherwise fail to perceive. that we might otherwise fail to perceive.


Other function of modelsOther function of models help in explaining, by providing in simplified help in explaining, by providing in simplified

way information which could otherwise be way information which could otherwise be complicated or ambiguous. complicated or ambiguous.

This enables us to understand the key points This enables us to understand the key points of a process or system of communication. of a process or system of communication.

The third advantage of a model is that it can The third advantage of a model is that it can enable scholars of communication predict enable scholars of communication predict outcomes or the course of events.outcomes or the course of events.

It is the basis for assigning probabilities to It is the basis for assigning probabilities to the various outcomes and forming the various outcomes and forming hypothesis of what may or may not occur hypothesis of what may or may not occur given a set of conditions. given a set of conditions.


Categories of ModelsCategories of Models structural modelsstructural models; ; those that describe those that describe

the structure of the phenomenon. the structure of the phenomenon. For example the model may describe For example the model may describe

how the telephone works and nothing how the telephone works and nothing else, by showing the main else, by showing the main components of a phone and how components of a phone and how these components relate to each these components relate to each other in the communication process.other in the communication process.


Functional ModelsFunctional Models These describe the systems in terms These describe the systems in terms

of energy, forces and their direction, of energy, forces and their direction, the relationship between parts and the relationship between parts and the influence of one part on the other the influence of one part on the other parts.parts.

For example, a model that explains For example, a model that explains that noise interference affects the that noise interference affects the effectiveness of communication is a effectiveness of communication is a functional model.functional model.


Reliability of ModelsReliability of Modelsone should beware that they are one should beware that they are

sometimes incomplete, oversimplified sometimes incomplete, oversimplified and involve some concealed and involve some concealed assumptions. assumptions.

There is no model that is suitable for There is no model that is suitable for all purposes and levels of analysis of all purposes and levels of analysis of communication. communication.

Therefore, one should choose a correct Therefore, one should choose a correct model for the purpose he/she is trying model for the purpose he/she is trying to study.to study.


Basic Models of Basic Models of CommunicationCommunication


Lasswell; an American political Lasswell; an American political scientistscientist

suggested five key questions to ask suggested five key questions to ask and to be answered about the and to be answered about the communication process. communication process.

‘ ‘who’ says ‘what’ in which ‘channel’ who’ says ‘what’ in which ‘channel’ to ‘whom’ and with what ‘effect’. to ‘whom’ and with what ‘effect’.

Lasswell’s Transmission ModelLasswell’s Transmission Model


Harold Dwight Lasswell,Harold Dwight Lasswell,

(February 13, (February 13, 1902 — 1902 —

December 18, December 18, 1978)1978)


Graphical RepresentationGraphical Representation

Or Or

Com Message Medium Receive Effect


Scholars’ ReactionsScholars’ Reactions(Braddock 1958); found the Lasswell (Braddock 1958); found the Lasswell

model useful but somehow simplisticmodel useful but somehow simplisticThis prompted him to make This prompted him to make

adjustments by adding two more adjustments by adding two more aspects.aspects.


Braddock’s AdjustmentsBraddock’s AdjustmentsThe circumstances under which a The circumstances under which a

message is sent. This includes the message is sent. This includes the conditions under which the conditions under which the communication event takes place. communication event takes place.

For example the consideration of the For example the consideration of the physical and emotional conditions in physical and emotional conditions in which the communication is to take which the communication is to take place.place.


Adjustments Adjustments Take for instance an angry mob, is not Take for instance an angry mob, is not

likely to be reasoned with because it is likely to be reasoned with because it is emotional charged and any attempt to do emotional charged and any attempt to do so will fail. so will fail.

In a similar way if one is to communicate to In a similar way if one is to communicate to a crowd in an iron-roofed hall while it is a crowd in an iron-roofed hall while it is raining, such an activity may not deliver raining, such an activity may not deliver the anticipated results because of the the anticipated results because of the interferences from nature. interferences from nature.

Therefore, the circumstances under which Therefore, the circumstances under which the message is sent are crucial to the the message is sent are crucial to the successful delivery of the message.successful delivery of the message.


the purpose of the communicator. the purpose of the communicator. What does the communicator wish to What does the communicator wish to

achieve by engaging in the achieve by engaging in the communication process? communication process?

The purpose or intention of the The purpose or intention of the communicator is crucial to the way communicator is crucial to the way the message is structured. the message is structured.


Purpose Purpose For example, a communicator whose For example, a communicator whose

intention is to persuade will construct intention is to persuade will construct his/her message differently from that his/her message differently from that who is simply reporting. The purpose who is simply reporting. The purpose determines what is and how it is determines what is and how it is said. said.


Under What Circumstance?Under What Circumstance?For What Purpose?For What Purpose?With What Effect?With What Effect?

Who What What Whom


StrengthStrength It is very useful by asking questions of each of It is very useful by asking questions of each of

the main elements. the main elements. For example, it speaks in terms of For example, it speaks in terms of

"Communicator" rather than simply "Sender". "Communicator" rather than simply "Sender". This suggests that the message is This suggests that the message is

communicated effectively. communicated effectively. It also asks who he is — and where he is It also asks who he is — and where he is

coming from. coming from. In a similar way it asks about who the In a similar way it asks about who the

Receiver is. Receiver is. It asks what kind of Channel is being used — It asks what kind of Channel is being used —

because that will have an impact on what the because that will have an impact on what the Sender says and how he says it, Sender says and how he says it,


The Lasswell (Linear) model; The Lasswell (Linear) model; weaknessesweaknesses

"Propaganda" model since it put much "Propaganda" model since it put much emphasis on the resulting impact (effect).emphasis on the resulting impact (effect).

communication assumes that the intention of communication assumes that the intention of the communicator is to influence the receiver.the communicator is to influence the receiver.

primary function of communication according primary function of communication according to Lasswell was persuasion.to Lasswell was persuasion.

the model exaggerates the effects of the model exaggerates the effects of communication which explains its propaganda communication which explains its propaganda usage in political communication. usage in political communication.


WeaknessesWeaknessesThe model omits the element of The model omits the element of

feedback.feedback. The assumption that the speaker is The assumption that the speaker is

central to communication is erroneous central to communication is erroneous since the audience is critical in the since the audience is critical in the process of communication. process of communication.

the communication process to be the communication process to be fruitful, the audience must put in its fruitful, the audience must put in its input in the process.input in the process.


summarysummary This model is about process of This model is about process of

communication and its function to communication and its function to society, According to Lasswell there are society, According to Lasswell there are three functions for communication:three functions for communication:

Surveillance of the environmentSurveillance of the environment Correlation of components of societyCorrelation of components of society Cultural transmission between Cultural transmission between

generationgeneration Advantage of lasswell model:Advantage of lasswell model:

Disadvantage of lasswell model:Disadvantage of lasswell model:


AdvantagesAdvantages It is Easy and SimpleIt is Easy and Simple It suits for almost all types of It suits for almost all types of

communicationcommunication The concept of effectThe concept of effect


DisadvantagesDisadvantages Feedback not mentionedFeedback not mentioned Noise not mentionedNoise not mentioned Linear ModelLinear Model


EndEnd

Communication skills

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