1. Communication Theories
BY
MANISHA VAGHELA
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2. Western Communication Theories
1. Lasswell Model of Communication
Laswell saw communication as performing 3 functions:
surveillance of environment, correlation of components of
society, cultural transmission between generations.
Primary goal here was Influence through persuasion.
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3. 2. Shannon and Weaver Model
Effects oriented approach
5 parts: information source, a transmitter, a channel, the receiver and
the destination.
Plus noise
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4. 3. Osgood and Schramm Model
Schramm defined communication as ‘sharing of information, ideas or
attitudes.’
He endorsed 3 important elements of communication i.e. source,
message and destination.
He emphasised on the encoding and decoding of the message.
He suggested communication is circular where both the sender and
receiver are involved in encoding and decoding and equal partners in
exchange.
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5. 4. Ritual Model of Communication
James Carey an American anthropologist promoted this
model.
‘Role of ritual in societies’.
All members of public not just the senders are actors
contributing in some way to the pattern of meaning of a
nation or a region.
Objective of Communication/ transmission of messages is
for the purpose of Social Control.
Communication is thus seen as a process of creation,
representation and celebration of shared belief.
5. Communication as Dialogue
Brazilian educationist, Paul Friere
Communication as a dialogic and ‘participatory’.
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6. They key elements here are ‘liberation’, ‘participation’ and
‘conscientization’.
This model challenges the Aristotelian model of communication
which focusses on ‘transmission’ and ‘transportation’.
6. Communication as Power Relationship
This perspective has it’s basis in Marxist ideology which sees
‘conflict’ and class differences rather than consensus as the
function of communication.
In some situations, Communication is an exercise in power
relations, the power of one individual over another, of an
individual over a group, and of mass media owners and
producers/professionals over audiences.
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7. Indian Communication Theories
• In recent years communication scholars in India and Sri
Lanka have made attempts to develop theories of
communication based on Indian classical texts and on
popular Indian culture.
• Indian theory of communication forms a part of Indian
poetics; and can be traced to a period between second
century B.C. and first century A.D. in the works of
Bharata.
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8. • It draws it central idea from the concept of
Sadharanikaran (which is quite close in meaning to the
Latin term communis, commonness, from which the
word communication is derived.)
• The most important assumption in the process of
sadharanikaran is that it can be achieved only among
sahridayas, i.e. only those who have a capacity to accept
a message. This is an innate ability acquired through
culture, adaptation and learning. Thus communication is
an activity amongst sahridayas.
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9. 1. Bharata Muni’s Theory
• As per this theory human psyche is composed of
‘sthaibhava’ (permanent moods). These moods are of
capable of arousing a corresponding state of feeling, rasa.
• There are nine permanent moods and they give rise to
nine rasas or forms of aesthetic pleasures.
Permanent Mood
1) Bhayanaka -- Bhanayak (Anger)
2) Hrsha -- Hasya (Humour)
3) Din – Karuna (Compassion)
4) Saumya – Shant (Peace)
5) Shringar – Prem (Love)
6) Raudra (Terror)
7) Bibhatsa (Disgust)
8) Adbhuta (Wonder)
9) Vir – Shaurya (Valor/Heroism)
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10. 2.Hindu Theory (Philosophical View)
Second Indian Theory of Communication is from the Hindu
philosophical perspective.
Indian concept takes into account the place of an individual in the
universal context and considers one’s relationship with other living
and nonliving elements of the environment.
Hindu concept of universe is based on the ‘Virat Purush’ (cosmic
man) view. i.e. that Dharma is the basic principle of the whole
universe and is existing eternally. This natural law of Dharma
regulates human existence and governs relations of individual
beings; communication too is governed by the same law.
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11. 3.Buddhist Theory
Wimal Dassanayaka draws on the Vedas, the Upanishads,
and non-philosophical tradition.
The primary focus of this model is how the receiver makes
sense of the stimuli he receives so as to deepen his self
awareness.
He argues in Indian tradition, ‘communication is an inward
search for meaning – a process leading to self-awareness,
then to freedom, finally to truth.’
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