What Are the Key Elements of Schramm's Model of Communication and their Advantages and Limitations?

The Osgood-Schramm model of communication, also referred to as a circular or cyclical model, encompasses all the vital components of communication. It differs from other models by its circular nature, and was first introduced by Charles Osgood in 1954. Originally, Osgood suggested that communication should not be viewed as a linear process, but rather a circular one. Later, W. Schramm added to the model, including it in his book.

The flow of communication is explained in a traditional manner by this model, which posits that the message travels back and forth between the sender and receiver. The underlying principle is that the message needs to be comprehensible to both parties. To illustrate, an art professor would not be able to impart the concept of past participle tense to a class of second-grade students.

The Schramm model of communication consists of several key components such as the Encoder or Sender, Decoder or Receiver, Interpreter, and message. This model emphasizes the notion that communication is a two-way process where information flows between both parties. Specifically, the message is transmitted from the sender to the receiver, and when the receiver responds with a message of their own, the roles of sender and receiver are reversed.

Effective communication requires both a sender and a receiver who encode and decode the message. Without proper encoding and decoding by both parties, the message may not be correctly interpreted and the communication process becomes ineffective. The receiver must be able to understand and comprehend the message in order for communication to be successful.

Effective communication relies heavily on two important factors: decoding and encoding. In order to ensure that the message is fully understood, it is necessary for the sender to receive feedback from the receiver. This is in contrast to earlier communication models, which ended once the information was transmitted to the recipient.

The previous model of communication followed a one-way approach, but this new model emphasizes the importance of a two-way flow between the sender and receiver. Schramm, a strong advocate of this model, believed that effective communication requires interaction from both parties. Unlike Berlo's Communication model, this approach does not include a fourth element. The message originates from the sender, undergoes encryption, and is then transmitted to the receiver.

The message is decoded and comprehended by the receiver, who then encodes a suitable response and becomes the sender, sending it back to the original sender who is now the receiver.

Elements of Schramm’s model of communication

1. Source

It is the responsibility of the sender to compose and transmit a clear and comprehensible message to the receiver. The sender must ensure that the message is pertinent, necessary, and accurate. Typically, the message is encoded to enable the recipient to decode and interpret the message at a later stage.

The point of origin for communication in this model is also the final destination. This means that the sender and receiver roles are interchangeable.

2. Receiver

The decoder of the message, also known as the receiver, is responsible for receiving the messages sent by the sender. To ensure effective communication, it is important for the receiver to decode the message accurately. This involves taking into account various factors such as language, cultural background, and level of understanding. It is vital that the receiver and sender share commonalities to ensure the message is understood correctly. If the sender cannot communicate in the receiver's language, effective communication is hindered, rendering the message useless.

When two individuals who do not share a common language attempt to converse, effective communication becomes a challenge. Without a mediator such as an interpreter, little information can be exchanged. Similarly, decoding in coding is a psychological process where the brain receives and interprets the message, ultimately creating meaning.

The process of communication can be termed as successful only if the receiver can understand the sender.

3. Message

The essence of any communication lies in the message being conveyed, which can take the form of text, audio, video, or a blend of these mediums. Whether it is verbal or non-verbal depends on the sender and recipient. Nevertheless, the message is the linchpin of any communication model as it is what is being transmitted from the sender to the receiver.

Communication involves the use of both non-verbal and verbal expressions, including handshakes, facial expressions, body language, text, audio, speech, messages, and pictures. In certain situations, an interpreter may be necessary to ensure that both the sender and receiver understand the intended message. The interpreter plays a crucial role in analyzing and interpreting the message for both parties.

If the interpreter misunderstands the message, then the wrong information will be sent to the receiver, which will fail the communication model.

4. Feedback

The recipient is a crucial element in communication models, and feedback plays a vital role in facilitating effective communication. Feedback occurs when the receiver responds to the input received from the sender by transmitting information back to the sender. Essentially, the roles of sender and receiver are reversed in this process.

In fact, feedback can be considered a message in its own right, as it meets all the criteria of a message. It originates from one side and ends on the other, and while it may not be as detailed as the original message, it can encompass a range of responses, from a simple nod of agreement to a full speech.

Receiving feedback is essential in ensuring that the intended message has been properly understood by the recipient. This ultimately enhances the overall effectiveness of communication. In cases where the recipient may not have fully grasped the message, the sender can make necessary adjustments and provide further clarification through the use of questions such as "Can you elaborate?" or "Do you have any uncertainties?"

5. Semantic Noise

The semantic noise is interruptions that are caused in the process of communication. The noise disrupts the message, failing the message, and the communication process.

However, due to noise present in the communication channel, the receiver could misunderstand the message and think that the offer is only valid for a limited time. This misunderstanding can lead to a loss of potential customers who may not take advantage of the offer due to the confusion caused by the noise. Therefore, reducing the impact of noise on communication is crucial for effective message delivery and avoiding misinterpretation.

The message received by the receiver is often incomplete and can lead to misinterpretation, as in the case of "Buy one get one free" offer, which may be understood as an ongoing promotion. This type of communication breakdown is known as semantic noise. To learn more about communication models, check out this video on Schramm's Model of Communication.

Advantages

Unlike the traditional linear model of communication, the circular model acknowledges that communication is a two-way process. It allows for both the sender and receiver to participate in composing and sending messages to each other, thus enabling them to understand each other's perspective and assume each other's role.

Noise, an integral component of the communication model, can create obstacles during the message decoding process for the sender. The communication model incorporates a feedback system to facilitate the sender in determining if the receiver has received, interpreted, and comprehended the message. Additionally, the sender can verify if the receiver comprehends the message as intended.

Limitations

In contrast to the model's assumption, encoding and decoding in communication often require external assistance and do not occur independently. For example, if you receive a text message, you require a device such as a mobile phone to decode and read it. Therefore, it is important to consider the role of technology and tools in the communication process.

The limitations of this model become apparent when dealing with complex communication processes that involve multiple senders or receivers and have different levels. It oversimplifies communication by only considering a sender and receiver, failing to acknowledge the multistep nature of communication.

The practicality of Schramm's communication model surpasses those of Aristotle, Berlo, and Shannon and Weaver models. This particular model integrates both classical and modern components, such as Semantic noise and feedback, resulting in a wider range of practical applications compared to its predecessors.

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