Communication skills

Prince Wasajja, Nabutayi Edgar, 2010; Module Communication skillsPrince Wasajja, Nabutayi Edgar, 2010; Module Communication skills
COMMUNICATIONCOMMUNICATION
SKILLSSKILLS
TOPIC 2: Models OfTOPIC 2: Models Of
CommunicationCommunication
Prince J. K. WasajjaPrince J. K. Wasajja

Prince Wasajja, Nabutayi Edgar, 2010; Module Communica
Definition: A ModelDefinition: A Model
 the simplified description in graphic form of athe simplified description in graphic form of a
piece of reality.piece of reality.
 It seeks to show the main elements of anyIt seeks to show the main elements of any
structure or process andstructure or process and
 the relationship between those elements.the relationship between those elements.
 models help us understand the relationshipmodels help us understand the relationship
between the sender and the receiver andbetween the sender and the receiver and
 what other elements that are involved in thewhat other elements that are involved in the
communication process such as channel tocommunication process such as channel to
mention but a few.mention but a few.

A communication ModelA communication Model
 models help us understand the relationshipmodels help us understand the relationship
between the sender and the receiver andbetween the sender and the receiver and
 what other elements that are involved in thewhat other elements that are involved in the
communication process such as channel tocommunication process such as channel to
mention but a fewmention but a few
 A model plays an organising functionA model plays an organising function
 ordering and relating the systems to each otherordering and relating the systems to each other
 providing us with the images of the wholes thatproviding us with the images of the wholes that
we might otherwise fail to perceive.we might otherwise fail to perceive.

Other function of modelsOther function of models
 help in explaining, by providing in simplified wayhelp in explaining, by providing in simplified way
information which could otherwise beinformation which could otherwise be
complicated or ambiguous.complicated or ambiguous.
 This enables us to understand the key points ofThis enables us to understand the key points of
a process or system of communication.a process or system of communication.
 The third advantage of a model is that it canThe third advantage of a model is that it can
enable scholars of communication predictenable scholars of communication predict
outcomes or the course of events.outcomes or the course of events.
 It is the basis for assigning probabilities to theIt is the basis for assigning probabilities to the
various outcomes and forming hypothesis ofvarious outcomes and forming hypothesis of
what may or may not occur given a set ofwhat may or may not occur given a set of
conditions.conditions.

Categories of ModelsCategories of Models
structural modelsstructural models;; those that describe thethose that describe the
structure of the phenomenon.structure of the phenomenon.
For example the model may describe howFor example the model may describe how
the telephone works and nothing else, bythe telephone works and nothing else, by
showing the main components of a phoneshowing the main components of a phone
and how these components relate to eachand how these components relate to each
other in the communication process.other in the communication process.

Functional ModelsFunctional Models
These describe the systems in terms ofThese describe the systems in terms of
energy, forces and their direction, theenergy, forces and their direction, the
relationship between parts and therelationship between parts and the
influence of one part on the other parts.influence of one part on the other parts.
For example, a model that explains thatFor example, a model that explains that
noise interference affects thenoise interference affects the
effectiveness of communication is aeffectiveness of communication is a
functional model.functional model.

Reliability of ModelsReliability of Models
one should beware that they areone should beware that they are
sometimes incomplete, oversimplified andsometimes incomplete, oversimplified and
involve some concealed assumptions.involve some concealed assumptions.
There is no model that is suitable for allThere is no model that is suitable for all
purposes and levels of analysis ofpurposes and levels of analysis of
communication.communication.
Therefore, one should choose a correctTherefore, one should choose a correct
model for the purpose he/she is trying tomodel for the purpose he/she is trying to
study.study.

Basic Models of CommunicationBasic Models of Communication

Lasswell; an American political scientistLasswell; an American political scientist
suggested five key questions to ask and tosuggested five key questions to ask and to
be answered about the communicationbe answered about the communication
process.process.
 ‘‘who’ says ‘what’ in which ‘channel’ towho’ says ‘what’ in which ‘channel’ to
‘whom’ and with what ‘effect’.‘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
OrOr
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 simplistic
This prompted him to make adjustmentsThis prompted him to make adjustments
by adding two more aspects.by adding two more aspects.

Braddock’s AdjustmentsBraddock’s Adjustments
The circumstances under which aThe circumstances under which a
message is sent. This includes themessage is sent. This includes the
conditions under which the communicationconditions under which the communication
event takes place.event takes place.
For example the consideration of theFor example the consideration of the
physical and emotional conditions in whichphysical and emotional conditions in which
the communication is to take place.the communication is to take place.

AdjustmentsAdjustments
 Take for instance an angry mob, is not likelyTake for instance an angry mob, is not likely
to be reasoned with because it is emotionalto be reasoned with because it is emotional
charged and any attempt to do so will fail.charged and any attempt to do so will fail.
 In a similar way if one is to communicate to aIn a similar way if one is to communicate to a
crowd in an iron-roofed hall while it is raining,crowd in an iron-roofed hall while it is raining,
such an activity may not deliver thesuch an activity may not deliver the
anticipated results because of theanticipated results because of the
interferences from nature.interferences from nature.
 Therefore, the circumstances under which theTherefore, the circumstances under which the
message is sent are crucial to the successfulmessage is sent are crucial to the successful
delivery of the message.delivery of the message.

the purpose of the communicator.the purpose of the communicator.
What does the communicator wish toWhat does the communicator wish to
achieve by engaging in the communicationachieve by engaging in the communication
process?process?
The purpose or intention of theThe purpose or intention of the
communicator is crucial to the way thecommunicator is crucial to the way the
message is structured.message is structured.

PurposePurpose
For example, a communicator whoseFor example, a communicator whose
intention is to persuade will constructintention is to persuade will construct
his/her message differently from that whohis/her message differently from that who
is simply reporting. The purposeis simply reporting. The purpose
determines what is and how it is said.determines what is and how it is 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 theIt is very useful by asking questions of each of the
main elements.main elements.
 For example, it speaks in terms of "Communicator"For example, it speaks in terms of "Communicator"
rather than simply "Sender".rather than simply "Sender".
 This suggests that the message is communicatedThis suggests that the message is communicated
effectively.effectively.
 It also asks who he is — and where he is comingIt also asks who he is — and where he is coming
from.from.
 In a similar way it asks about who the Receiver is.In a similar way it asks about who the 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 thebecause 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 emphasis"Propaganda" model since it put much emphasis
on the resulting impact (effect).on the resulting impact (effect).
 communication assumes that the intention of thecommunication assumes that the intention of the
communicator is to influence the receiver.communicator is to influence the receiver.
 primary function of communication according toprimary function of communication according to
Lasswell was persuasion.Lasswell was persuasion.
 the model exaggerates the effects ofthe model exaggerates the effects of
communication which explains its propagandacommunication which explains its propaganda
usage in political communication.usage in political communication.

WeaknessesWeaknesses
The model omits the element of feedback.The model omits the element of feedback.
The assumption that the speaker is centralThe assumption that the speaker is central
to communication is erroneous since theto communication is erroneous since the
audience is critical in the process ofaudience is critical in the process of
communication.communication.
the communication process to be fruitful,the communication process to be fruitful,
the audience must put in its input in thethe audience must put in its input in the
process.process.

summarysummary
 This model is about process ofThis model is about process of
communication and its function tocommunication and its function to
society, According to Lasswell there aresociety, 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 betweenCultural 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 ofIt 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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