SHANNON AND WEAVER'S MODEL OF COMMUNICATION

3. SHANNON AND WEAVER'S MODEL OF COMMUNICATION

In 1948, Shannon, an American mathematician and electronic engineer, and Weaver, an American scientist, collaborated to write an article titled "A Mathematical Theory of Communication" in the "Bell System Technical Journal." This article introduced what is now known as the "Shannon-Weaver model of communication."

The model was specifically designed to enhance communication effectiveness between the sender and receiver. Additionally, Shannon and Weaver identified the factors that can impede the communication process, known as "Noise." Initially, the model was developed to improve technical communication but later found widespread application in the field of communication as a whole.

The model deals with various concepts like Information source, transmitter, Noise, channel, message, receiver, channel, information destination, encode, and decode.

Concepts in Shannon Weaver Model

a. Sender (Information source)

It refers to the person who formulates the message, chooses the channel, and sends the message.

Scenario: Sarah, a marketing manager, creates a persuasive email campaign to introduce a new product to her company's customer database. She carefully selects the wording and images to convey the product's benefits and features effectively.

b. Encoder (Transmitter)

It is the sender who uses a machine, which converts messages into signals or binary data. It might also directly refer to the machine.

Scenario: John is a news anchor reporting live from the scene of a major event. As he speaks into the microphone, his voice is converted into audio signals, transmitted through satellite communication, and decoded by television viewers' devices to watch the news.

c. Channel

It is the medium used to send a message.

Scenario: Maya and Lisa are having a video call using a messaging app. The internet serves as the channel through which their video and audio signals are transmitted in real time, allowing them to see and hear each other despite being miles apart.

d. Decoder (Reception)

It is the machine used to convert signals or binary data into messages or the receiver which translates the message from signals.

Scenario: Maria listens to a foreign language radio broadcast. Her radio decodes the transmitted signals, converting them into spoken words in her language, enabling her to understand and follow the news updates.

e. Receiver (Destination)

It is the person who gets the message or the place where the message must reach. The receiver provides feedback according to the message.

Scenario: Mark receives a formal job offer letter from a company. He reads the letter carefully, comprehends the terms and conditions, and decides to accept the job, making him the intended receiver of the company's message.

f. Noise

It is the physical disturbances like environment, people, etc. which do not let the message get to the receiver as what is sent.

Scenario: During an important conference call, the participants experience noise interference due to a bad connection. The background static and intermittent disruptions hinder clear communication, making it difficult for participants to understand each other.

[Explanation of Shannon Weaver Model]

The sender encodes the message and transmits it to the receiver through a technological channel, such as the telephone or telegraph. The sender converts the message into machine- readable codes. The message is transmitted using codes through a medium.

The receiver must decode the message before comprehending and interpreting it. In certain cases, the receiving machine can also function as a decoder. Noise may exist within the channel, and the receiver might lack the ability to decode, potentially causing communication issues.

For instance, consider the brain as the sender, the mouth as the encoder that converts language, the air as the channel, another person's ear as the receptor, and their brain as the decoder and receiver.

In this example, the air functions as the channel; the background noise disrupting the conversation is the noise, and the response is the feedback. Initially, the model consisted of only five components, with noise being introduced later.

Initially designed by Shannon for technical communication improvement, primarily for telephonic communication, Weaver extended its application to all forms of communication, resulting in the model's widespread recognition as the Shannon Weaver Model. In engineering, Shannon's model is referred to as information theory and is employed academically to calculate machine-based transmission, incorporating a formula.

Critique of the Shannon-Weaver Model of Communication:

- One of the simplest models, widely applicable im diverse communication theories.

- Attracts scholars from both human communication and information theory backgrounds, inspiring further research in communication studies. More effective for person-to-person communication than for group or mass audiences.

- The model is centered around "Sender and Receiver," with the sender assuming a primary role and the receiver a secondary one (information recipient or passive).

- Communication is not unidirectional; this perspective weakens its efficacy. For example an audience or receiver engaged in activities like listening to the radio, reading books, or watching television experiences communication despite the absence of direct feedback.

- Understanding the concept of Noise aids in addressing various communication challenges.