MODEL – representation of a

real world phenomenon applied

to different forms; often
abstract
 CONCEPTUALS MODELS
FOR HUMAN COMMUNICATION
1.Aristotle’s Model

2.Laswell’s Model

3.Shannon-Weaver’s Model

4.David Berlo’s Model

 Aristotle’s Model
Aristotle emphasized that there
are five variables in the
communication process.
N.B.

 Classical rhetorics dates back

to ancient Greece during the
time of Plato, Aristotle, and the
Greek Sophists who were great
rhetoricians.
 Effective public speaking was
an important consideration in
the study of communication.
The great rhetoricians were
good at argumentation and
debate and speech was
characterized by repartee.
Example:

Alexander gave brave speech to his

soldiers in the war field to defeat
Persian Empire.

Speaker – Alexander
Speech – About his invasion
Occasion – War field
Audience – Soldiers
Effect – To defeat Persia
 Lasswell’s Communication
Model
In 1948, Harold Dwight Lasswell
described communication as
being focused on the following
Ws:
Who says
What in
Which channel
To whom
With what effect
N.B.

While this model is similar to

Aristotle’s in the sense that both
are linear and have the same
components, Lasswell’s also
differs in that there’s an
additional variable: medium.
 Shannon-Weaver’s
Communication Model

Introduced by Claude Elwood

Shannon and Warren Weaver in
1949 for Bell Laboratories, a
year after Laswell’s
Originally conceptualized for
the functioning of the radio and
television serving as a model
for technical communication
and later on, adopted in the
field of communication
Identification of other
components such as noise,
reception, destination and
feedback
 Berlo’s Communication Model

Conceptualized by David Berlo in

1960 and probably the most well-
known among the communication
models

Initially called SMCR which stands

for sender of the message, sent
through a channel or medium to a
receiver
Later on modified to include
noise, hence the acronym
SMCRN
General Principles of Effective
Communication
1. Know your purpose in communicating.

2. Know your audience.

3. Know your topic.

4. Adjust your speech or writing to the

context of the situation.

5. Work on the feedback given you.

 Principles of Effective Oral
Communication
1. Be clear with your purpose.

2. Be complete with the message you

deliver.

3. Be concise.

4. Be natural with your delivery.

5. Be specific and timely with your

feedback.
Principles of Effective Written
Communication : The 7Cs
BE…
1. clear
2. concise
3. concrete
4. correct
5. coherent
6. complete
7. courteous
 Ethics
 a system of moral principles

 deals with values relating to

human conduct, with respect to
the rightness and wrongness of
certain actions and to the
goodness and badness of the
motives and ends of such actions
 Communication Ethics

 the principle governing

communication, the right and
wrong aspects of it, the moral-
immoral dimensions relevant to
interpersonal communication
 Fundamentals of Ethical
Communication
Responsible thinking
Decision making
Development of relationships and
communities
- Contexts
- Cultures
- Channels
- Media
 Ethics of Communication

1. Establish an effective value system that

will pave the way for the development
of your integrity as a person.

2. Provide complete and accurate

information.

3. Disclose vital information adequately

and appropriately.
N.B.

 Communication ethics emphasizes that

morals influence the behavior of an
individual, group, or organization
thereby affecting their communication.

 It is important to note that one’s

behavior should be regulated by
honesty, decency, truthfulness,
sincerity, and moral uprightness.
 Observing a code of ethics is essential as
it determines the kind of behavior that is
proper and desirable over one that is
displeasing and offensive.

 A code of ethics sets the standards to be

observed by a person or a company that
will create a good reputation or a positive
image not only for an individual but also
for the organization.