Models of Communication

MODELS OF COMMUNICATION

Meaning of Communication Models

• A communication model is a simplified representation that explains how communication occurs, who is involved, and what factors influence understanding.
  Models help visualize the process and improve clarity in communication planning—especially important in agricultural extension, where information must travel efficiently from scientists → extension agents → farmers.

1️. Aristotle’s Model (Classical Model)

Background

• Proposed by: Aristotle (384–322 B.C.) in his book “Rhetoric.”
• One of the earliest and simplest models.
• Focuses on public speaking and persuasion.

Components

Explanation

• The speaker prepares and delivers a speech to influence the audience.
  Effectiveness depends on how well the speaker’s message matches the audience’s needs and emotions.
• Example: An extension officer (speaker) giving a talk (speech) on fertilizer use to farmers (audience).

2️. Shannon–Weaver Model (1949)

Background

• Proposed by: Claude Shannon and Warren Weaver.
• Known as the Mathematical Model.
• First to introduce “Noise” (interference).
• Initially developed for telephone communication, later applied to human communication.

Components

SOURCE → TRANSMITTER → SIGNAL → RECEIVER → DESTINATION

Explanation

• The sender encodes a message and sends it through a channel.
  Noise (such as language barriers or distractions) can distort the message before it reaches the receiver.
• Example (Agriculture): An extension officer broadcasts a radio message about pest control.
  Noise may include static sound or unclear language, causing misunderstanding.

3️. Berlo’s SMCR Model (1960)

Background

• Proposed by: David K. Berlo (1960)
• Expanded Shannon-Weaver into human communication
• Focuses on skills, attitudes, knowledge, and culture.

Main Components

SOURCE → ENCODER → MESSAGE → CHANNEL → DECODER → RECEIVER

Explanation

• The sender encodes the message into a suitable form.
• The receiver decodes it to derive meaning.
• Understanding depends on both parties’ background and communication ability.
• Example: Extension agent (source) encodes pest management information (message), communicates through a farm visit (channel), and the farmer (receiver) decodes and applies it.

4️. Schramm’s Model (1961)

Background

• Proposed by: Wilbur Schramm (1961)
• Emphasized mass media and interpretation.
• Focused on encoding and decoding as central elements.

Components

SOURCE → ENCODER → SIGNAL → DECODER → DESTINATION

Explanation

• Schramm emphasized that encoding and decoding depend on the receiver’s background, knowledge, and experience.
  People interpret messages differently according to their own situations.
• Example: A radio program on soil conservation may be understood differently by literate and illiterate farmers.

5️. Leagans’ Communication Model (1963)

Background

• Proposed by: J. Paul Leagans (1963)
• Specifically designed for Agricultural Extension Communication.
• Explains communication in a teaching-learning situation.

Elements (CTARI Model)

COMMUNICATOR → MESSAGE → CHANNEL → TREATMENT → AUDIENCE → RESPONSE

Explanation

• This model highlights that communication is not complete unless the audience gives a response or feedback.
  Treatment (presentation style) makes the message more understandable and attractive.
• Example: An extension officer (communicator) uses a poster and field demonstration (channel and treatment) to teach pest control to farmers (audience). Their adoption is the response.

6️. Rogers and Shoemaker’s S-M-C-R-E Model (1971)

Background

• Proposed by: Everett Rogers and Floyd Shoemaker
• Based on diffusion of innovations and extension communication.

Components

SOURCE → MESSAGE → CHANNEL → RECEIVER → EFFECT

Explanation

• Communication is effective only when the message creates a measurable effect — change in the receiver’s knowledge, attitude, or practice (KAP).
• Example: A training on composting (S–M–C–R–E) increases farmers’ adoption rate (Effect).

Summary Table: Major Models of Communication