Tag: mass communication models and theories

INTRODUCTION In 1948, Claude Shannon, an American mathematician, and Warren Weaver, a scientist, introduced a groundbreaking model of communication in their article “A Mathematical Theory of Communication” published in the Bell System Technical Journal. Known as the Shannon-Weaver Model, this framework is often referred to as the ‘Mathematical Theory of Communication’ or the ‘mother of all models’. Moreover, it has significantly influenced the field of communication, particularly in engineering and information theory. THE CORE ELEMEMTS OF SHANNON WEAVER MODEL Unlike other linear models, the Shannon-Weaver Model is more technological, dealing with various concepts such as the information source, transmitter, noise, channel, message, receiver, information destination, encoding, and decoding. Specifically, the model identifies five key elements in the communication process: SENDER The originator of the message, deciding the information to be transmitted. This could be an idea, opinion, or thought. ENCODER (TRANSMITTER) The device or mechanism that converts the message into signals for transmission. For example, in a telephone, the voice is converted into wave signals. CHANNEL The medium through which the message is transmitted. This could be air, cables, or any other medium. NOISE Any physical disturbances that distort the message, such as environmental sounds or technical issues. DECODER (RECEIVER) The device or mechanism that converts the signals back into a message understandable by the destination. DESTINATION The final recipient of the message, where the transmitted signal is decoded. PRACTICAL EXAMPLE Example 1: Imagine a conversation where the brain is the sender, the mouth encodes the message into spoken language, air serves as the channel, the listener’s ear is the receptor, and their brain decodes the message. Example 2: An editor calls a reporter about an important meeting at 5 PM. During the call, noise (transmission error) causes the time to be missed. The reporter receives the message but without the crucial time detail, leading to confusion. Sender: Editor Encoder: Telephone network company Channel: Mobile network Noise: Missing time due to disruption Decoder: Mobile phone Receiver: Reporter In this scenario, the reporter asks for clarification (feedback) due to the noise affecting the communication flow. HISTORICAL CONTEXT AND APPLICATION Initially developed to improve technical communication and maximize telephone capacity with minimal noise, the Shannon-Weaver Model has since been widely applied in various fields of communication. It is particularly useful for media persuasion, interpersonal communication, and group communication. CRITICSM AND LIMITATIONS Despite its significance, the Shannon-Weaver Model has faced criticism for being more suited to interpersonal communication than group or mass communication. It also does not account for feedback, positioning the receiver as a passive participant while the sender plays the primary role. CONCLUSION The Shannon-Weaver Model remains a foundational framework in the study of communication. By breaking down the process into its essential components, it provides a clear understanding of how messages are transmitted and received, highlighting the importance of minimizing noise and ensuring effective encoding and decoding. Despite its limitations, the model’s technological focus and applicability across various communication types make it a valuable tool for both academic and practical purposes.

Tag: mass communication models and theories

Shannon Weaver Model

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