Schramm Model of Communication
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Framework for Framework for Communication Communication • Who Who • Says what, Says what, • To whom, To whom, • Through which channel, Through which channel, • With what effects, and With what effects, and • How can this be measured? How can this be measured?
Transcript of Schramm Model of Communication
Framework forFramework forCommunicationCommunication• WhoWho• Says what,Says what,• To whom,To whom,• Through which channel,Through which channel,• With what effects, andWith what effects, and• How can this be measured?How can this be measured?
Models of CommunicationModels of Communication
• Mathematical Model – Shannon & WeaverMathematical Model – Shannon & Weaver• Field of Experience Model – SchrammField of Experience Model – Schramm• Feedback – de SaussureFeedback – de Saussure• Process and Fidelity – BerloProcess and Fidelity – Berlo• Communication as Ritual – CareyCommunication as Ritual – Carey
Schramm’s Model (1954)Schramm’s Model (1954)
• Derived from Shannon and WeaverDerived from Shannon and Weaver
• Encoding and decoding together withEncoding and decoding together withinterpretationinterpretation
• FeedbackFeedback
Schramm’s Model (1954)Schramm’s Model (1954)
Source encodes decodes Receiver
Messagefield of experience
field of experience
feedback
noise
Source: adapted from W. Schramm (1971) “How communication works”, in Schramm & Roberts (eds), The process and elements of mass communication
Schramm’s Model (1954)Schramm’s Model (1954)
Encoder
Interpreter
Decoder
Decoder
Interpreter
Encoder
Message
Message
Feedback
Feedback
Schramm’s Model (1954)Schramm’s Model (1954)
““We can accurately think of communicationWe can accurately think of communicationas passing through us – changed, to be as passing through us – changed, to be sure, by our interpretations, our habits, oursure, by our interpretations, our habits, ourabilities and capabilities, but the input stillabilities and capabilities, but the input stillbeing reflected in the output.”being reflected in the output.”
Wilbur Schramm (1954)Wilbur Schramm (1954)
Schramm’s Model (1954)Schramm’s Model (1954)• Sign systems such as language are Sign systems such as language are
abstractions from an objectabstractions from an object
• A word is a referent to something elseA word is a referent to something else
• Schramm contended that no two peopleSchramm contended that no two peoplehave exactly the same meaningshave exactly the same meaningsfor particular symbols – “Field offor particular symbols – “Field ofexperience”experience”
Schramm’s Model (1954)Schramm’s Model (1954)• Feedback from selfFeedback from self
• Feedback from the recipientFeedback from the recipient
• Feedback is immediate and simultaneousFeedback is immediate and simultaneous in face-to-face communicationin face-to-face communication
• Feedback is delayed and indirect in massFeedback is delayed and indirect in mass communicationcommunication
