Communication theories
•Communication is information-related behavior, and, by extension, the study of communication is the study of information-related behavior.
•Communication is a necessary life process through which animal and human systems acquire information about their environment that is necessary to carry out their life activities.
Three common communication settings are:
•Interpersonal (face- to- face) – direct one to one communication
•Machine assisted (computers, cell phones, etc) – use of email, instant messages, conversation over cell phones, etc, which makes use of machines as a channel for information exchange.
•Mass communication- information to be conveyed is targeted at a larger audience that is scattered. Television, radio, print media like magazines, newspapers, etc are used as medium of communication.
Models of Communication
•Lasswell's Model - Harold Lasswell explained the communication model in 1948. He explained the model by
“who says what to whom in what channel with what effect”. The model is a simple description of one-way communication process, which comprises of a speaker who communicates a message to a receiver by making use of any of the media like print, radio, television, etc to finally convey the information.
•Shannon & Weaver’s Model - Claude Shannon is known as The Father of Information Theory. The model consists of an information source, which selects a desired message out of a set of possible messages, and the selected message may consist of written or spoken words, or of pictures, music, etc. It has a transmitter that
converts the message into a signal, which is sent over the communication channel from the transmitter to the receiver. During signal transmission through the channel, receiver may come across noises, which are any mental or physical distraction that interferes with the transmission of a signal from the source to the destination. "Correction channels” are introduced which overcomes the problems created by noise and the information in form of the signal finally reaches the receiver. (http://www.exploratorium.edu/complexity/CompLexicon/Shannon.html
• Schramm’s Model -In Schramm's First Model (1954) there is a source of information, an encoder, a signal, a
decoder, and a destination. The goal is to find a common ground between sender and receiver. Schramm saw communication as an effort with the proposal to establish a common ground between a source and a receiver. The word "communication" comes from the Latin "communis", which means "common". This fact becomes even 
clearer in Schramm's Second Model. Here, both source and destination of the signal are surrounded by a field of experience. Every field has its own language, and communication can only work if there is a crossover, an overlap, a place where the experience matches). In Schramm's Third Model, he added the importance of feedback to his ideas, especially to overcome the problem of noise. The goal is when sending a message; one should use a channel that is reliable, and develop a clear message that results in the expected feedback. (http://www.cas.usf.edu/lis/lis6260/lectures/shannon.htm
•Communication is information-related behavior, and, by extension, the study of communication is the study of information-related behavior.
•Communication is a necessary life process through which animal and human systems acquire information about their environment that is necessary to carry out their life activities.
Three common communication settings are:
•Interpersonal (face- to- face) – direct one to one communication
•Machine assisted (computers, cell phones, etc) – use of email, instant messages, conversation over cell phones, etc, which makes use of machines as a channel for information exchange.
•Mass communication- information to be conveyed is targeted at a larger audience that is scattered. Television, radio, print media like magazines, newspapers, etc are used as medium of communication.
Models of Communication
•Lasswell's Model - Harold Lasswell explained the communication model in 1948. He explained the model by
“who says what to whom in what channel with what effect”. The model is a simple description of one-way communication process, which comprises of a speaker who communicates a message to a receiver by making use of any of the media like print, radio, television, etc to finally convey the information.•Shannon & Weaver’s Model - Claude Shannon is known as The Father of Information Theory. The model consists of an information source, which selects a desired message out of a set of possible messages, and the selected message may consist of written or spoken words, or of pictures, music, etc. It has a transmitter that
converts the message into a signal, which is sent over the communication channel from the transmitter to the receiver. During signal transmission through the channel, receiver may come across noises, which are any mental or physical distraction that interferes with the transmission of a signal from the source to the destination. "Correction channels” are introduced which overcomes the problems created by noise and the information in form of the signal finally reaches the receiver. (http://www.exploratorium.edu/complexity/CompLexicon/Shannon.html• Schramm’s Model -In Schramm's First Model (1954) there is a source of information, an encoder, a signal, a
decoder, and a destination. The goal is to find a common ground between sender and receiver. Schramm saw communication as an effort with the proposal to establish a common ground between a source and a receiver. The word "communication" comes from the Latin "communis", which means "common". This fact becomes even 
clearer in Schramm's Second Model. Here, both source and destination of the signal are surrounded by a field of experience. Every field has its own language, and communication can only work if there is a crossover, an overlap, a place where the experience matches). In Schramm's Third Model, he added the importance of feedback to his ideas, especially to overcome the problem of noise. The goal is when sending a message; one should use a channel that is reliable, and develop a clear message that results in the expected feedback. (http://www.cas.usf.edu/lis/lis6260/lectures/shannon.htmFor example, Karen Gustafson, former director of employee communications for The Pillsbury Company, whose employee-feedback system won an Optimas Award in 1998 from WORKFORCE, describes the benefits of such a system. "Obtaining ongoing feedback from employees ensures that there are no misunderstandings between what is in the hearts and minds of employees and what management believes is in the hearts and minds of employees," says Gustafson
•Westley-MacLean Model - Bruce Westley and Malcolm MacLean, Jr. proposed a model, which tells that in an environment various events occur on which advocates may choose to comment. The advocate’s comment are taken up by different types of media like print, radio, television, etc which passes on the information to the audience. The audience responds to these comments and gives its feedback to the media and to the advocates. Even the media can give its feedback to the advocates. The model elaborates the feedback concept and emphasizes on mass communication and interpersonal communication, as well as the relationship between the two.
•Kincaid’s Convergence Model - Kincaid's Convergence Model (1976) describes communication as a
process in which participants create and share information to reach the goal of mutual understanding. Shared actions lead to a collective action, shared beliefs lead to mutual agreement, and shared understanding leads to the ultimate goal of mutual understanding.
•Westley-MacLean Model - Bruce Westley and Malcolm MacLean, Jr. proposed a model, which tells that in an environment various events occur on which advocates may choose to comment. The advocate’s comment are taken up by different types of media like print, radio, television, etc which passes on the information to the audience. The audience responds to these comments and gives its feedback to the media and to the advocates. Even the media can give its feedback to the advocates. The model elaborates the feedback concept and emphasizes on mass communication and interpersonal communication, as well as the relationship between the two.
•Kincaid’s Convergence Model - Kincaid's Convergence Model (1976) describes communication as a
process in which participants create and share information to reach the goal of mutual understanding. Shared actions lead to a collective action, shared beliefs lead to mutual agreement, and shared understanding leads to the ultimate goal of mutual understanding.
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