section_path: Models of communication
section_name: Models of communication
paragraph_text: Models of communication
  
  Models of communication are conceptual representations of the process of communication. Their goal is to provide a simplified overview of its main components. This makes it easier for researchers to formulate hypotheses, apply communication-related concepts to real-world cases, and test predictions. Due to their simplified presentation, they may lack the conceptual complexity needed for a comprehensive understanding of all the essential aspects of communication. They are usually presented visually in the form of diagrams showing the basic components and their interaction.
  
  Models of communication are often categorized based on their intended applications and how they conceptualize communication. Some models are general in the sense that they are intended for all forms of communication. Specialized models aim to describe specific forms, such as models of mass communication.
  
  One influential way to classify communication is to distinguish between linear transmission, interaction, and transaction models. Linear transmission models focus on how a sender transmits information to a receiver. They are linear because this flow of information only goes in a single direction. This view is rejected by interaction models, which include a feedback loop. Feedback is needed to describe many forms of communication, such as a conversation, where the listener may respond to a speaker by expressing their opinion or by asking for clarification. Interaction models represent the process as a form of two-way communication in which the communicators take turns sending and receiving messages. Transaction models further refine this picture by allowing representations of sending and responding at the same time. This modification is needed to describe how the listener can give feedback in a face-to-face conversation while the other person is talking. Examples are non-verbal feedback through body posture and facial expression. Transaction models also hold that meaning is produced during communication and does not exist independently of it.
  
  All the early models, developed in the middle of the 20th century, are linear transmission models. Lasswell's model, for example, is based on five fundamental questions: "Who?", "Says what?", "In which channel?", "To whom?", and "With what effect?". The goal of these questions is to identify the basic components involved in the communicative process: the sender, the message, the channel, the receiver, and the effect. Lasswell's model was initially only conceived as a model of mass communication, but it has been applied to other fields as well. Some communication theorists, like Richard Braddock, have expanded it by including additional questions, like "Under what circumstances?" and "For what purpose?".
  
  The Shannon–Weaver model is another influential linear transmission model. It is based on the idea that a source creates a message, which is then translated into a signal by a transmitter. Noise may interfere with and distort the signal. Once the signal reaches the receiver, it is translated back into a message and made available to the destination. For a landline telephone call, the person calling is the source and their telephone is the transmitter. The transmitter translates the message into an electrical signal that travels through the wire, which acts as the channel. The person taking the call is the destination and their telephone is the receiver. The Shannon–Weaver model includes an in-depth discussion of how noise can distort the signal and how successful communication can be achieved despite noise. This can happen by making the message partially redundant so that decoding is possible nonetheless. Other influential linear transmission models include Gerbner's model and Berlo's model.
  
  The earliest interaction model was developed by communication theorist Wilbur Schramm. He states that communication starts when a source has an idea and expresses it in the form of a message. This process is called encoding and happens using a code, i.e. a sign system that is able to express the idea, for instance, through visual or auditory signs. The message is sent to a destination, who has to decode and interpret it to understand it. In response, they formulate their own idea, encode it into a message, and send it back as a form of feedback. Another innovation of Schramm's model is that previous experience is necessary to be able to encode and decode messages. For communication to be successful, the fields of experience of source and destination have to overlap.
  
  The first transactional model was proposed by communication theorist Dean Barnlund in 1970. He understands communication as "the production of meaning, rather than the production of messages". Its goal is to decrease uncertainty and arrive at a shared understanding. This happens in response to external and internal cues. Decoding is the process of ascribing meaning to them and encoding consists in producing new behavioral cues as a response.