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Because of these influences, some theorists refer to Schramm's model as the "Osgood–Schramm model". [2] [5] Most theorists identify Schramm's model with his 1954 book The process and effects of mass communication and present it as a reaction to earlier models developed in the late 1940s.
Schramm's model of communication is one of the earliest interaction models of communication. [ 31 ] [ 111 ] [ 112 ] It was published by Wilbur Schramm in 1954 as a response to and an improvement over linear transmission models of communication, such as Lasswell's model and the Shannon–Weaver model.
Wilbur Schramm. Wilbur Lang Schramm (August 5, 1907 – December 27, 1987) was an American scholar and "authority on mass communications ". [ 1] He founded the Iowa Writers' Workshop in 1936 and served as its first director until 1941. Schramm was hugely influential in establishing communications as a field of study in the United States, and ...
The Shannon–Weaver model is one of the first and most influential models of communication. It was initially published in the 1948 paper "A Mathematical Theory of Communication" and explains communication in terms of five basic components: a source, a transmitter, a channel, a receiver, and a destination. The source produces the original message.
The source–message–channel–receiver model is a linear transmission model of communication. It is also referred to as the sender–message–channel–receiver model, the SMCR model, and Berlo's model. It was first published by David Berlo in his 1960 book The Process of Communication. It contains a detailed discussion of the four main ...
[2] [10] [12] For example, Greenberg and Salwen state: "Although Lasswell's model draws attention to several key elements in the mass communication process, it does no more than describe general areas of study. It does not link elements together with any specificity, and there is no notion of an active process."
Mass communication. Mass communication is the process of imparting and exchanging information through mass media to large population segments. It utilizes various forms of media as technology has made the dissemination of information more efficient. Primary examples of platforms utilized and examined include journalism and advertising.
The encoding/decoding model of communication emerged in rough and general form in 1948 in Claude E. Shannon 's "A Mathematical Theory of Communication," where it was part of a technical schema for designating the technological encoding of signals. Gradually, it was adapted by communications scholars, most notably Wilbur Schramm, in the 1950s ...