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S M R Aristotle and Plato, who were particularly signifi-
Paradigm cant to early communication study, saw rhetoric
and public speaking not only as an art but also as a
Source Message Receive
legitimate area of study. From its early beginnings,
Figure 4.1 communication was seen as a process in which a
The classical S > M > R perspective speaker constructed messages to be transmitted to
(paradigm) a receiver to bring about desired responses in his or
her receiver—as set out in Figure 4.1.
This perspective also has been termed as a paradigm by many scholars of
sociology like Thomas Kuhn because this broad framework guided the
thinking of researchers in their studies.
Soon the SMR paradigm gave way to a
revision in thinking and the IDE paradigm
I D E
Paradigm took its place. This was a view of communica-
tion as the process through which individuals
Individual Data Environment {I}—all animals and human systems—create
and use data {D} to establish the communis-
Figure 4.2
IDE paradigm commonness-with the environment and its
inhabitants {E}—what could be termed an
I-D-E paradigm as shown in Figure 4.2.
Along with rhetoric and speech, journalism also contributed to the
heritage of communication study. As with rhetoric, initially journalism was
considered to be an area that primarily dealt with practical rather than theo-
retical matters. By the beginning of the 20th century rhetoric and speech
were clearly established as disciplines in their own right and journalism
began to take shape as a field as well.
During the early 20th century, interest in communication continued
in rhetoric and speech, and the advent of the radio and later TV led to
the wider application of journalistic concepts and the development of
more theories of the overall process. The late 1940s and 1950s were years of
interdisciplinary growth. Scholars from various disciplines advanced theo-
ries of communication that extended beyond the boundaries of their own
fields. Among those to provide such descriptions of communication were
Lasswell, Shannon and Weaver, Schramm, Katz and Lazarfeld, and Westley
and MacLean.
The 1960s was a period of integration. A good deal was done to synthesize
the writings of rhetoric and speech, journalism, and mass media as well as
other disciplines. The decade of the 1970s was a time of unprecedented growth
within the field. It was also a period in which much specialization took place
giving rise to research and writing in interpersonal group, organizational,
political, international, and inter-cultural communication. During this most
recent period of history, a number of additional models of the communica-
tion process were advanced, extending the work of the earlier scholars. Among

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