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Introduction to Communication

Introduction to Communication. Marketing, Media & Communication (T) 1.0 Semester 2, 2012. A Classical Model of Communication (Linear model). Message. Feedback. A Classical Model of Communication (Linear model). Offer, Supply Product. Acceptance, Pay for product.

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Introduction to Communication

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  1. Introduction to Communication Marketing, Media & Communication (T) 1.0 Semester 2, 2012

  2. A Classical Model of Communication (Linear model) Message Feedback

  3. A Classical Model of Communication (Linear model) Offer, Supply Product Acceptance, Pay for product

  4. The Classical Linear Model of Communication • A sender and receiver • Message sent • Message received • Sender and receiver take turns • Starting with the sender who initiates the message, passing to receiver • Feedback • Confirmation that message is received • Response • New message initiated

  5. Problems with the Classical Linear Model of Communication • Circular interaction, taking turns • Again, problem representing social media or other highly connected groups • Does not consider changes to relationships between participants • Only 2 participants. How does this reflect: • markets with many competitors eg fruit & veg market? • Situations where customers interact and exchange information, eg Social media • Doesn’t deal well with factors that are qualitative (can’t be counted) • For example the history of interaction between participants

  6. SMCR Model (Source, Message, Channel, Receiver) • A refinement of the classical Linear model • Message: The information that is to be transferred eg a political press release • Medium (plural Media): The way in which information is transmitted • eg TV, radio, internet, speech, written,...

  7. SMCR Model (cont’d) • Source • May have an idea but they are unable to convert into a clear message • Message • May not be acceptable to the receiver by reasons of education, literacy, numeracy eg a detailed bank statement sent to a remote Aboriginal community • Medium • May be inappropriate eg landline telephone selling for mobile phone apps • Receiver • May have difficulty with receiving the transmitted message eg hearing problem, language difficulty, unwilling to listen to the source...

  8. Newly elected President Truman holds up a newspaper announcing his defeat in the 1948 Presidential electionThe technology of the day meant that newspapers were composed several hours ahead of printing. The headline was based on results from a telephone survey, but most households did not yet own telephones. Wealthy telephone owners mainly supported Truman’s opponent, Dewey.

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