Parts of Mass communication Models

December 8, 2009 at 2:32 pm (Mass Media)

The Sender or source is the typical starting place for a message. In cyclical communication models such as Schramm’s Model 1954, the sender can also be the encoder, interpreter, or decoder just at different stages of the message’s life. After the message has been encoded or interpreted, the message can then be relayed or fed back to the original sender thus creating the possibility of the audience or receivers of the message to become senders.
The receiver of a message is the person who is interpreting or decoding the message. For good communication to take place the receiver ideally should be, interested in the message, interested in the source or sender and interested in interpreting the message to make it viable for their purpose. The key word is interested.
Encoding is the processing of the message from one form to another. When a sender encodes a message that message must be translated into a format the senders intended receiver or audience can understand and absorb. Encoding can take place before a message reaches a sender or can be done by the sender.
Decoding takes place by the receiver of a message in a straight line communication model, such as Berlo’s Model or the Shannon-Weaver model the decoding if often the end of the messages life cycle.
Channels are the way, means, or method that a message is actually sent. A physical phone line for example would be a channel. The television is another form of a channel and can have sub channels.
Noise is anything that interferes with the message in transit to the receiver. Noise can be internal, thinking of something else while receiving a message. Noise can be external such as actual noise, sights, smells, textures, or environmental factors. Noise can also be semantic. Something that abruptly distracts a receiver such as a rude comment or statement intended to incite the receiver.