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Models of Communication | 95

A and B are a communicator and a receiver, respectively. They may be in
individuals or management or government and people. X is part of their social
environment. ABX is the system which means that its internal relations are
interdependent. If A changes the X then B will change as well, or if A changes
his relationship to X, then B will have to change either his relationship to X.
Again if A and B are friends, and if X is something or someone known to both
of them it will be important that A and B have similar attitudes to X. If they
do, the system will be in equilibrium.
On the other hand, if A likes X and does not like B, then A and B will
be under pressure in communicating effectively until they reach a broad
agreement on their attitude to X. Again X may not be a thing or a person.
It may be a part of the environment. For example, A may be a union of bank
employees, B the government, and X a change in government policy, like
bank privatization. If A and B like each other they will hold frequent talks
to agree on X. If A and B are not in the same camp then there will be less
pressure to agree on X. The system is till in equilibrium.
Newcomb’s proposition was based on consistency or balance theory.
His approach described the communication process in terms of interpretive
processes that occur within individuals rather than on the transmission of
information between them. His contribution is way from transmission-
oriented theories. He is concerned with explaining the relationships between
two or more individuals and an object. He stipulates that the people involved
in the communicative act must be in one another’s presence and the object
must be familiar to both of them.

schramm’s Model (1954)

Wilbur Schramm’s model presents a complete treatment of the fundamentals of
communication. His model offers a classic general explanation of the nature of
communication. He presents a schematic diagram of human communication
as elucidated below:
When the encoder is the microphone and decoder the earphone—
Figure 5.11 represents electronic communication. If you consider that the
source and encoder is one person, decoder and destination are another and

Source Signal Decoder Destination

Figure 5.11
Schramm’s Model (1954) (a)

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