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Wilbur Schramm’s Model 1971 Wilbur Schramm’s Model • Wilbur Schramm’s ‘general model of communication’ has provided an over view of all the forms, elements and processes of communication • In this model Schramm stresses the need for feedback and noise which are considered central features of the communication process Wilbur Schramm’s Model • Feedback refers to the response the receiver makes to the source’s communication • Noise is a concept taken from electronics to cover a multitude of phenomena that may disrupt communication –roadside noise or faulty transmission Wilbur Schramm’s Model • The situation described below is like a conversation between two people in a face to face situation – back and forth. Feedback is critical to this process and due consideration has to be given to chances of noise disrupting communication feedback A noise B M feedback Wilbur Schramm’s Model • According to Schramm another way to get feed back is through one own response to one own messages i.e. we correct our own writing or pronunciation Encoder Interpretor Message Feed back Decoder Wilbur Schramm’s Model • Schramm viewed communication as a complex social and cultural process • a process of sharing experience and how the shaping and reshaping of experience takes place Field of Experience Source Encoder Field of Experience Signal Decoder Destination Wilbur Schramm’s Model • The circles here indicate accumulated experience of two individuals trying to communicate. The source code and the destination decode only in terms of of experience each one has had • If the circles have large areas in common communication is easy on the other hand • If the circles do not meet communication is impossible or at best difficult Wilbur Schramm’s Model • Schramm further elaborated the model to include the frame of reference of the persons participating in the communication process taking into account the wider societal situation and relationship both of which influence the communication process Wilbur Schramm’s Model Social situation and relationships Frame of reference Frame of reference A M M A M B M • Psychological Frame of Reference • Social situation refers social resources and constraints • Frame of reference refers to needs, values, social imperatives and constraints to which an individual refers to in order to interpret a communication text Wilbur Schramm’s Model • Strengths • Schramm provided the additional notion of a “field of experience,” or the psychological frame of reference; this refers to the type of orientation or attitudes which interactants maintain toward each other. • Included Feedback • Communication is reciprocal, two-way, even though the feedback may be delayed Wilbur Schramm’s Model • Included Context • A message may have different meanings, depending upon the specific context or setting Wilbur Schramm’s Model • Included Culture • A message may have different meanings associated with it depending upon the culture or society • Communication systems operate within the confines of cultural rules and expectations to which we all have been educated Wilbur Schramm’s Model • Weaknesses • Schramm’s model, while less linear, still accounts for only bilateral communication between two parties • The complex, multiple levels of communication between several sources is beyond this model