Th C

The Communication
i ti P Process M
Model
d l

Amay Kothari

Macromodel of communication

Sender Encoding Message Decoding Receiver

Sender

Noise

Feedback Response

1
Macromodel Contd…
The model emphasizes on following factors
Senders must know what audience they
want to reach and what responses they
want to get.
They must encode their message so that
the target audience can decode them.
They must transmit the message through
g audience
media that can reach the target
and develop feedback channels to monitor
the response.
The more the sender’s field of experience
overlaps with that of receiver, the more
effective the message is likely to be.

Macromodel Contd…

Selective attentive
People are bombarded by about 1500
commercial message a day, which
explains why advertisers sometimes go
to great lengths to grab audience
attention through fear, music, or sex
appeals or bold headlines promising
appeals,
something.

2
Macromodel Contd…

Selective distortion
Receivers will hear what fits into their
belief systems.
As a result, receiver often add things to
the message that are not there
(amplification) and do not notice other
thi
things th
thatt are th
there (l
(leveling).
li )
The task is to strive for simplicity, clarity,
interest, and repetition to get the main
points across.

Macromodel Contd…

Selective retention
People
P l willill retain
t i iin llong-term
t memory only
l a
small fraction of the messages that reach
them.
If the receiver’s initial attitude toward the
object is positive and he or she rehearses
support arguments, the message is likely to be
acceptedt d and dhhave hi
high h recall.
ll
If the initial attitude is negative and the
persons rehearses counterarguments, the
message is likely to be rejected but to stay in
long terms memory.