1. The Process of Communication Introduction to basic communication theory 21/06/11 Session 2 – Week 1

2. Definition? Understanding and being understood...? Exchange of meaning between communicators...? A process of developing shared understanding of a subject...?

3. How to explain “communication?” ‘Transmission’: ◦an ‘exchange of information’ along a linear path (Shannon & Weaver; Lasswell; ) ‘Circular’ process: ◦(Schramm & Osgood; Gerbner) of information exchange ‘Transaction’: ◦an ‘exchange of meaning’ where relationships and situations (context and purpose) are an important aspect of the process (Maletzke; Berlo) ‘Iceberg’: ◦a psychological model that aims to identify hidden influences Competence: ◦Genuine communication almost accidental – one can only hope to achieve communication competence in a given context (Habermas)

4. Communication is a process All theorists however, agree that communication is a process where an ‘exchange of meaning’ is established between a “sender” and a “receiver”

5. Process key terms & concepts SENDER has IDEA Sender ENCODES idea into meaningful MESSAGE Sender TRANSMITS message via chosen CHANNEL “NOISE” may interfere RECEIVER gets the message Receiver DECODES & INTERPRETS Receiver gives FEEDBACK (becomes sender) Process repeated - MEANING is established / exchanged

6. Sender has idea Encodes Message created Channel selected Message decoded Idea communicated Message received Feedback supplied Message transmitted Message interpreted “NOISE”

7. Shannon & Weaver’s model

8. The Shannon & Weaver model Originally developed to analyse communication over telephone networks (information exchange) Introduced some key communication terms: idea, sender, receiver, encode, decode, message, channel, noise, transmission Shows communication as a linear process, mechanical and irrelevant to meaning

10. Osgood & Schramm; Gerbner Circular models add the element of feedback – roles of sender and receiver alternate as the message is clarified and affirmed – interpreted Continues to see communication as “information” exchange, but importance of meaning acknowledged

11. McCroskey’s rhetorical communication model – further development of shared meaning model Encoding Transmission SOURCE FUNCTIONS RECEIVER FUNCTIONS Decoding Response Decoding Response RECEIVER FUNCTIONS SOURCE FUNCTIONS Encoding Transmission AB Channel A-B Channel B-A

12. Maletzke’s mass media model

13. Maletzke: mass media model Introduces importance of perception and selection: concepts of gatekeeping and knowledge power Looks at: ◦ the Communicator: individual in ‘real-world’ context ◦the message: how constructed as well as what information it carries ◦selection of the medium: the way message is sent ◦the Receiver: another individual in her/his own context, with his/her own forces at work....

14. Berlo’s SMCR model

15. SMCR Focus on perception and context Emphasises importance of relationships Explains communication in more complex, psychologically-realistic terms Shared Meaning or Negotiated Meaning

16. Could also look something like this

17. ‘Iceberg’ principle... Most of what we think and feel in a communication context is invisible (‘below the surface’) but influences what we project externally

18. Habermas’ theory Communication is inevitably inexact We can only aim for relative communication competence in context 5 key competencies

19. Habermas Competency model Message: ◦ability to frame communication appropriately for the context Role: ◦knowing the appropriate communication behaviours for the situation or context Interpretive: ◦ability to ‘size up’ the situation and respond appropriately Goal: ◦ability to set & achieve appropriate communication goals Self: ◦realistic appreciation/awareness of one’s own communication capabilities

21. What model to use? Depends on the depth of analysis required Linear or circular models are limited – too simplistic for in-depth analysis Transactional models ok for simple analysis ‘Psychological’ models are best for more complex communication analysis Habermas is great for self-analysis

22. Referencing is essential Whatever theory source you use, it must be acknowledged: in text... ◦Textbook (Author, year, chapter/page) ◦Article (author, year) ◦Website (author if known, url)...and in your final reference list ◦Complete list with all required details  Author  Year  Title  Publisher  Publication date  Or download date ◦See referencing handout (on Moodle site)

23. Use Google? Just Google communication and you’ll get millions of sites... Be sensible! The text book is still your PRIMARY and best resource for this paper We will add useful resources to the Moodle site as we go...

24. Keep expanding your understanding Observe Listen Read View Play