A later version of the theory by warren weaver added a 7th concept feedback which changed the. Encoding and decoding in the television discourse pdf. The sender has an idea or concept heshe wants the receiver to appreciate. These terms are often preferred to speakerlistener, writerreader, and so on because they apply to diverse media. The sender might be a speaker, a writer, or someone who merely gestures. This model focuses on the sender and message within a communication encounter. There is no separate sender and receiver, sender and receiver is the same person 4.
Before the message is received by the receiver, the encoded symbols must be converted. The next step of communication is message encoding process. Shannonweaver model of communication communication. Discussing communication in terms of senderreceiver implies one way communication. Rather than having one sender, one message, and one receiver, this model has two senderreceivers who exchange messages. Before any useful outcome can be achieved from the communication, the receiver has to accurately understand the sender s idea. To accurately decode a message, you need to take the time to read through it carefully, or to listen actively to it.
That will help the sender decide the best delivery that will make the message easiest for the receiver to understand and is most appropriate. This process of converting the encoded symbols is known as decoding. Pdf hall opened the article with a critique to the classical tradition of. Conclusions find the sharing of criteria between schools of thought is judicious, encodingdecoding fits the established criteria, and encodingdecoding should be referred to as a theory. Encoding is an important step in the communication process as wrong and inappropriate encoding may defeat the true intent of the communication process. In basic terms, humans communicate through a process of encoding and decoding. Using social scientific criteria to evaluate cultural. Terms such as sender, receiver, channel, encoding, decoding, noise, and feedback will be defined and explained with examples. A perceived similarity of the sender to the receiver can be a key factor in the effectiveness of persuasive communication.
Sendermessagechannelreceiver model of communication. The information, thoughts and ideas are put together in a way for the receiver to understand the message. The end result of the encoding process is a message, which is the content or idea the source initially wanted to provide the audience. If the message distracted by noise it will affect the communication flow between sender and receiver. Ncert solutions for class 12 business studies principles. After generating an idea, the sender encodes it in a way that can be comprehended by the receiver. The senderreceiver model the senderreceiver model is the simplest communication model and underpins most others. Theory evaluation, criteria of theory, cultural studies, stuart hall, encodingdecoding. Before any useful outcome can be achieved from the communication, the receiver has to accurately understand the senders idea. If noise exists in these elements in any way, complete clarity of meaning and understanding does not occur. Communication process involves elements like sender, receiver, encoding, decoding, channel media, voice and feedback. The model includes four components to describe the communication process. All of these parts will be explained below as well as how they relate to the process of promotions marketing communications. Have the sender convert data into the format expected by the receiver, so that the receiver doesnt have to perform any decoding.
The linear model of communication was first proposed in 1949 by information theorists claude shannon and warren weaver. Discussing communication in terms of senderreceiver implies oneway communication. The communication process begins with the sender and ends with the receiver. As the quantity of people taking part in a communication increases, the potential for errors in encoding and decoding increases. Encoding in morse code consists of using a code to send characters. However, human communication often is a twoway process in which each party shares sending and receiving responsibilities. Sender receiver 1 receiver 1 receiver 1 bits physical layer figure 1. Difficulty with the encoding and decoding of images is not the only factor that affects the. The very foundation of communication process is laid by the person who transmits or. The model also focuses on encoding and decoding, which happens before sender sends the message and. Disadvantage of osgood schramm model of communication this model does not talk about semantic noise and it assume the moment of encoding and decoding. It usually starts when the sender generates an idea of the message heshe would like to communicate to a receiver. Statewide instructional resources development center subject.
Interpretation data encoding graph decoding interpretation sender receiver. Based on the decoded message the receiver gives their feed back to sender. The physical layer as a bit pipe between a sender and possibly multiple receivers. Decoding, channel and receiver are elements of communications. The different elements of communication are as under. What role of sender in communication process answers. The individual or the group of individuals who responds to the sender is called the receiver or audience. Those components include encoding, medium of transmission, decoding, and feedback. Meds101 meaning, definition and elements of communication. Encoding means the process of putting thought into symbolic form which can be understood by another person to whom the sender wants to communicate the idea. In other word, encoding means converting the idea into a understandable message. The receivers important role in clear communication. The receiver is the individual to whom the message is directed.
This model has been criti cized for its linearity sender message receiver for its concentration on the level. This message is then delivered througha channel, which in the case of public speaking is the voice. The sender receiver model the sender receiver model is the simplest communication model and underpins most others. Senderoriented barriers could be voluntary or involuntary. If the sender and the receiver have a common field of experience, the receivers understanding of the message. In contrast to the traditional linear approach of the sender and receiver, he perceives.
A persons voice is the channel through which a sources encoded message travels to an audience in a presentation. Confusion will most likely occur at this stage of the communications process, though that doesnt mean it will always be the decoders fault. For example, translating the thought into any language. This model has been criti cized for its linearity sendermessagereceiver for its concentration on the level. In our example, unilever advertising agency assembles words and illustrations into an advertisement that will convey the intended message. The disadvantage to this approach is that every sender needs to know how to encode data for every possible target machine. The shannon and weaver model of communication argues that communication can be broken down into 6 key concepts. Encoding refers to the process by which the sender translates his thoughts into a series of verbal and nonverbal actions that he feels will communicate the message to the intended receiver. Shannon and weaver use seven terms to define the model. This model of communication was very much linear, where the message flowed from one side to the other. At any cost, efforts should be made on the part of the sender to identify and remove them. A sender individual, group or organization is the one who initiates the communication process. There are also two other factors in the process, and those two factors are present in the form of the sender and the receiver.
The sender puts the message into a series of symbols, pictures or words which will be communicated to the intended receiver. Encoding and decoding both are the important part of the communication as performed by the sender as well as the receiver, in making the transmitted messages understandable to fulfill their. The receiver is the individual to whom the message is. The encodingdecoding model of communication was first developed by cultural studies. Interpretation encoding decoding interpretation receiver. The messages are transferred from encoder to decoder through channel. Discussing communication in terms of sender receiver implies oneway communication.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. The encodingdecoding model of communication was first developed by cultural studies scholar stuart hall in 1973. The greatest problem with communication is the illusion that it has been accomplished. The process of translating the symbols into ideas and interpreting the message is called decoding. Encoding encoding is the is the act of assembling the message.
Successfully decoding a message is as much a skill as encoding it is. The elements of communication include sender and receiver, message encoding and decoding, communication channels, and feedback. Hall, encoding and decoding in the television discourse, cccs. In the communication process, the sender is the individual who initiates a message and is also called the communicator or source of communication. Interactive model of communication fountainhead press. As the sender is the originator of communication, he should be. The sender is an individual, group, or organization who. Stuart hall encoding, decoding editors introduction.