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In Figure 5.13, the model is basically the one proposed by Wilbur
Schramm, based on work by C.E. Osgood. It presents communication as a
circular process and identifies three elements in the behaviour of a sender/
receiver: encoding (putting the message/feedback into the mode or channel
of communication), decoding (getting it out again) and interpreting (the
mental process of forming message or responding to it).

c.e. osgood–schramm Model
To the circular model, we have added boxes and arrows showing the influ-
ence of noise and personality, is helix, used as a model by Frank E.X. Dance.
He felt that circular models were better than straight-line ones like Shannon-
Weaver, but that they had a built-in-error since they showed communication
ending up where it started off. In fact as an act of communication goes on,
the noise gets lessened (because the communicators gets more used to han-
dling the channel/mode) and personality becomes more helpful (because,
as communicators get to know each other and the subject, they adjust to
each other and fill gaps in their knowledge). Ideally figure 5.14 (Osgood–
Schramm) and figure 5.15 (Katz and Lazarfeld’s Model) should be a single,
three dimensional model. As the helix widens and ascends, the personal-
ity box would get bigger and noise box would get smaller. The two models
should always be used together.

P Message P
E Encode Encode E
R R
S S
O O
N Interpret Noise Interpret N
A A
L L
I Decode Decode I
T T
Y Message Y

Figure 5.14
C.E. Osgood–Schramm Model

Katz and lazarfeld’s Model (1955)

The model of 1955 was based on earlier research in which they found that
information presented on the mass media did not have the reach and impact
upon the receivers as previous views of communication seemed to sug-
gest it would. Specifically their research indicated that political radio and
print messages seemed to have a negligible effect on the individual’s voting

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