Download Wilbur Schramm`s Model

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