Communication Theory studies how messages are transmitted, interpreted, and
influence individuals and societies. From early models to contemporary approaches,
communication has been analyzed from different perspectives to understand its impact
on human interactions, advertising strategies, and media influence.
1. WHAT IS COMMUNICATION?
Communication is the process of exchanging information between a sender and a
receiver through a channel using an encoded message. It can be verbal, non-verbal,
interpersonal, mass communication, or digital.
The effectiveness of communication depends on factors like context, noise, feedback,
and message intent.
2. MAIN COMMUNICATION MODELS
2.1 Shannon and Weaver’s Linear Model (1949)
Originally developed for telecommunications, this model describes communication as a
linear process:
Sender → Message → Channel → Receiver
Introduced the concept of noise, which interferes with message clarity.
Despite its simplicity, this model is widely used in advertising to ensure
effective messaging.
2.2 Lasswell’s Model (1948)
Harold Lasswell proposed a formula to analyze communication:
Who → Says what → In which channel → To whom → With what effect?
This model is essential for understanding advertising campaigns and media strategies.
2.3 Jakobson’s Model (1960)
Roman Jakobson identified six functions of language in communication:
1. Referential – focuses on the information.
influence individuals and societies. From early models to contemporary approaches,
communication has been analyzed from different perspectives to understand its impact
on human interactions, advertising strategies, and media influence.
1. WHAT IS COMMUNICATION?
Communication is the process of exchanging information between a sender and a
receiver through a channel using an encoded message. It can be verbal, non-verbal,
interpersonal, mass communication, or digital.
The effectiveness of communication depends on factors like context, noise, feedback,
and message intent.
2. MAIN COMMUNICATION MODELS
2.1 Shannon and Weaver’s Linear Model (1949)
Originally developed for telecommunications, this model describes communication as a
linear process:
Sender → Message → Channel → Receiver
Introduced the concept of noise, which interferes with message clarity.
Despite its simplicity, this model is widely used in advertising to ensure
effective messaging.
2.2 Lasswell’s Model (1948)
Harold Lasswell proposed a formula to analyze communication:
Who → Says what → In which channel → To whom → With what effect?
This model is essential for understanding advertising campaigns and media strategies.
2.3 Jakobson’s Model (1960)
Roman Jakobson identified six functions of language in communication:
1. Referential – focuses on the information.
