(1.2.2) Shannon-Weaver Mathematical Model; Westley and MacLean‟s Model; Gerbner‟s Model

Shannon-Weaver Mathematical Model

The Shannon-Weaver Mathematical Model is a widely recognized and influential model of communication developed by Claude Shannon and Warren Weaver in 1949. The model is based on the idea that communication is a process of transmitting information from a sender to a receiver through a communication channel. 


The model consists of five key elements:


  1. Sender: The sender is the person or entity that creates and sends the message.
  2. Message: The message is the information that is being transmitted from the sender to the receiver.
  3. Channel: The channel is the medium through which the message is transmitted. It can be a physical channel, such as a telephone line or a radio signal, or a non-physical channel, such as the internet.
  4. Receiver: The receiver is the person or entity that receives the message.
  5. Feedback: Feedback is the response of the receiver to the message, which may be verbal or nonverbal.


The Shannon-Weaver model also identifies two types of noise that can interfere with the communication process: external noise, which comes from the environment, and internal noise, which comes from the sender or receiver.

The Shannon-Weaver model is often criticized for its focus on the transmission of information and its lack of attention to the social and cultural contexts in which communication occurs. Despite these criticisms, the model remains a useful tool for understanding basic communication processes and identifying potential barriers to effective communication.


Westley and MacLean's Model of Communication

Westley and MacLean's Model of Communication, developed by Bruce Westley and Malcolm S. MacLean in 1957, is a communication model that focuses on the interaction between the sender and the receiver. The model identifies three key elements of communication:



  1. Source: The source is the person or entity that initiates the communication process by creating a message.
  2. Message: The message is the information that is being transmitted from the source to the receiver.
  3. Destination: The destination is the intended recipient of the message.
The model also includes two additional elements that can affect the communication process:
  1. Feedback: Feedback is the response of the receiver to the message, which may be verbal or nonverbal.
  2. Environment: The environment refers to the physical, social, and cultural context in which the communication process takes place.


The Westley and MacLean model emphasizes the importance of understanding the context in which communication occurs and the role of feedback in the communication process. However, some critics argue that the model oversimplifies the communication process and does not take into account the complexity of communication in different contexts.


Gerbner‟s  Model of Communication


Gerbner's Model of Communication, also known as the Cultivation Theory, was developed by George Gerbner and his colleagues in the 1960s. The theory suggests that the media has a powerful influence on individuals' perceptions and beliefs about the world, and that exposure to certain types of media content over time can cultivate and shape these perceptions and beliefs.



The model identifies several key elements of communication, including:


  1. Sender: The sender refers to the creators of media content, such as television shows, movies, and news programs.
  2. Message: The message is the content that is being transmitted through the media.
  3. Channel: The channel refers to the specific medium through which the message is being transmitted, such as television, radio, or the internet.
  4. Receiver: The receiver is the audience who is exposed to the media content.
  5. Feedback: Feedback refers to the responses and reactions of the audience to the media content.


The model also emphasizes the role of social and cultural context in shaping individuals' perceptions and beliefs about the world, and suggests that exposure to certain types of media content over time can influence these perceptions and beliefs.


Critics of the Gerbner model argue that it oversimplifies the complex ways in which individuals interpret and respond to media content, and that it ignores the role of individual agency and resistance to media messages. However, the model has had a significant impact on media studies and has inspired a great deal of research on the role of media in shaping cultural attitudes and beliefs.






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