Internet Advertising in International Business Lecture Notes
2020.10.01 (Lecture.1)
Models of communication
Models of communication are conceptual models used to explain the human
communication process. Following the basic concept, communication is the process of
sending and receiving messages or transferring information from one part (sender) to
another (receiver).
Shannon-Weaver Model
The Shannon-Weaver model was designed to mirror the functioning of radio
and telephone technology. The initial model consisted of four primary parts: sender,
message, channel, and receiver. The sender was the part of a telephone a person speaks
into, the channel was the telephone itself, and the receiver was the part of the phone
through which one can hear the sender on the other end of the line. Shannon and Weaver
recognized that static or background sounds may interfere with a telephone
conversation; they referred to this as noise. Certain types of background sounds can
also indicate the absence of a signal.
Shannon and Weaver's original model contains five elements: information
source, transmitter, channel, receiver, and destination. The information source is where
the information is stored. In order to send the information, the message is encoded into
signals, so it can travel to its destination. After the message is encoded, it goes through
the channel which the signals are adapted for the transmission. In addition, the channel
carries any noise or interference that might lead to the signal receiving different
information from the source. After the channel, the message arrives in the receiver and
is reconstructed (decoded) from the signal before finally arriving at its destination.
The types of communication model
Communication models are the metaphorical, simplified and systematic
representation of the communication processes which forms general perspectives on
communication.
1
, Linear Model
Key features
One-way communication
Used for mass communication
Senders send message and receivers only receive
No feedback
Concept of noise
Pros
Good at audience persuasion and propaganda setting
Intentional results
Cons
Communication is not continuous as no concept of feedback
No way to know if communication was effective
Transactional Model
Key features
Used for interpersonal communication
Senders and receivers interchange roles
Simultaneous feedback
Context of environment and noise
Feedback is taken as a new message
Pros
Simultaneous and instant feedback
No discrimination between sender and receiver
Cons
Encourages non-verbal communication
More noise due to communicators talking at the same time
Interactional Model
Key features
Used for new communications like internet
Slower feedbacks in turns
Concept of field of experience
Known as convergence model
2
, Communication becomes linear if receiver does not respond
Pros
Feedback even in mass communication
New communication channels
Cons
Feedback can take a very long time
Sender and receiver might not know who the other person is
Linear Model Interactional Model
Transactional Model
3
2020.10.01 (Lecture.1)
Models of communication
Models of communication are conceptual models used to explain the human
communication process. Following the basic concept, communication is the process of
sending and receiving messages or transferring information from one part (sender) to
another (receiver).
Shannon-Weaver Model
The Shannon-Weaver model was designed to mirror the functioning of radio
and telephone technology. The initial model consisted of four primary parts: sender,
message, channel, and receiver. The sender was the part of a telephone a person speaks
into, the channel was the telephone itself, and the receiver was the part of the phone
through which one can hear the sender on the other end of the line. Shannon and Weaver
recognized that static or background sounds may interfere with a telephone
conversation; they referred to this as noise. Certain types of background sounds can
also indicate the absence of a signal.
Shannon and Weaver's original model contains five elements: information
source, transmitter, channel, receiver, and destination. The information source is where
the information is stored. In order to send the information, the message is encoded into
signals, so it can travel to its destination. After the message is encoded, it goes through
the channel which the signals are adapted for the transmission. In addition, the channel
carries any noise or interference that might lead to the signal receiving different
information from the source. After the channel, the message arrives in the receiver and
is reconstructed (decoded) from the signal before finally arriving at its destination.
The types of communication model
Communication models are the metaphorical, simplified and systematic
representation of the communication processes which forms general perspectives on
communication.
1
, Linear Model
Key features
One-way communication
Used for mass communication
Senders send message and receivers only receive
No feedback
Concept of noise
Pros
Good at audience persuasion and propaganda setting
Intentional results
Cons
Communication is not continuous as no concept of feedback
No way to know if communication was effective
Transactional Model
Key features
Used for interpersonal communication
Senders and receivers interchange roles
Simultaneous feedback
Context of environment and noise
Feedback is taken as a new message
Pros
Simultaneous and instant feedback
No discrimination between sender and receiver
Cons
Encourages non-verbal communication
More noise due to communicators talking at the same time
Interactional Model
Key features
Used for new communications like internet
Slower feedbacks in turns
Concept of field of experience
Known as convergence model
2
, Communication becomes linear if receiver does not respond
Pros
Feedback even in mass communication
New communication channels
Cons
Feedback can take a very long time
Sender and receiver might not know who the other person is
Linear Model Interactional Model
Transactional Model
3
