A.

DEFINITION:
Communication is a process by which people send messages or exchange ideas or thoughts with one another in
a verbal or non-verbal manner. It originates from the Latin term, communis (n.) or communicare (v.); meaning,
to share, to unite, to join, or to have things in common.

“Communication is the transfer of information from a sender to a receiver, with the information being
understood by the receiver”. — Koontz and Weihrich

“Communication is the art of developing and attaining understanding between people. It is the process of
exchanging information and feelings between two or more people and it is essential to effective management.”
— Terry and Franklin

“Communication is the sum of all things one person does when he wants to create understanding in the mind of
another. It is a bridge of meaning. It involves a systematic and continuous process of telling, listening and
understanding.” — Allen Louis

“Communication is the process by which people attempt to share meaning via the transmission of symbolic
messages.” — Stoner and Wankel

B. PRINCIPLES AND CHARACTERISTICS:

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C. MODELS:
1. Linear Model

Using boxes and arrows, this model earned the name, Box and Arrow Model. The
illustration of the model shows that communication is viewed as a one-way process in
which the speaker speaks and the listener listens. This model is also known as the
Transmission Model.

a. Aristotle’s (300 B.C.) Communication Model

b. Laswell’s (1948) Communication Model

c.
Shannon and Weaver’s (1949) Communication Model

d. Berlo’s (1960) Communication Model

2. Interactive Model

The Interactive or Sawtooth Model focuses on the origin or source of the message and
the reactions or feedback of the receiver to the message. This model recognizes the fact
that in the parties’ recurrent acts of exchanging messages; interferences (internal or
external) lurk in.

a. Schramm’s (1955) Communication Model

b. Berlo’s Communication Model
 3. Socio-
Cultural Model

Socio-Cultural Model stresses

the great impact of social and
cultural elements like customs,
traditions, beliefs, attitudes, clothing styles, or thinking patterns on a group of people
communicating with one another. Participants encode verbal and non-verbal
communication symbols, ideas, views, or feelings resulting from their social relationships
and cultural knowledge.

3. Transactional Model

The Transactional Model shows

that the elements in communication are interdependent. Each person in the
communication act is both a speaker and a listener, and can be simultaneously sending
and receiving messages. This model indicates that communication is an ongoing and
continuously changing process.

Source: Wood (2009)

a. Dance’s (1967) Communication Model

This model of communication introduces the concept of time where continuousness of the
communication process and relational interactions are very important. Communication is taken
as a dynamic process in helical model of communication and it progresses with age as our
experience and vocabulary increases.

At first, helical spring is small at the bottom and grows bigger as the communication progresses.
The same effect can be seen with communication of humans, where you know nothing about a
person at first and the knowledge grows steadily as you know the person better. It considers all
the activities of the person, from the past and present.