Shovak O. I. Fundamentals of the Theory of Speech Communication

Fig. 9 Schramm’s field of experience
W. Schramm suggests that the message can be complicated by different meanings learned by different people. Meanings can be denotative or cormotative. Denotative meanings are common or dictionary meanings and can be roughly the same for most people. Connotative meanings are emotional or evaluative and are based on personal experience. Other characteristics of messages that impact communication between two individuals are: intonation and pitch patterns, accents, facial expressions, quality of voice, and gestures.
John and Matilda Riley, a husband and a wife, pointed out the importance of the sociological view in communication. The two sociologists say such a view would fit together many messages and individual reactions to them within an integrated social structure and process. The Rileys developed a model to illustrate these sociological implications in communication.

Fig. 10 The Rileys’ model of communication

The model indicates that communicator (C) emerges as part of a larger pattern, sending messages in accordance with the expectations and actions of other persons and groups within the same social structure. This is also true of the receiver (R) in the communication process. In addition, both the communicator and receiver are parts of an overall social system. Within such an all-embracing system, the communication process is seen as a part of a larger social process, both affecting it and being, in turn, affected by it. The model clearly illustrates that communication is a two-way process. The important point the Rileys' model sugests is that we send messages as members of certain primary groups and that our receivers receive our messages as members of primary groups as well.

7. 
   Berio's model
   

Another communication model we are going to consider is the one, developed by David K. Berio, a communication theorist and consultant. In his book The Process of Communication, Berio points out the importance of the psychological view in communication. The four parts of Berio's model are, source, message, channel, receiver.
The first part of this communication model is the source. All communication must come from some source. The source might be one person, a group of people, or a company, organization, or institution such as the University of Uzhhorod. Several things determine how a source operates in the communication process. They include the source's communication skills: abilities to think, write, draw, speak. They also include attitudes toward the audience, the subject matter, or toward any other factor pertinent to the situation. Knowledge of the subject, the audience, the situation and other background also influences the way the source operates.
Message has to do with the package of information to be sent by the source. The code or language must be chosen. In general, we think of the code in terms of natural languages (English, Spanish, German, Chinese and others). Sometimes we use other languages - music, art, gestures.
Channel can be thought of as a sense - smelling, tasting, feeling, hearing, seeing. Sometimes it is preferable to think of the channel as the method with the help of which the message will be transmitted; telegraph, newspaper, radio, letter, poster or other media. The kind and number of channels to use may depend largely on purpose. In general, the more you can use and the more you tailor your message to the people "receiving" each channel, the more effective your message is.
Receiver becomes the final link in the communication process. The receiver is the person or persons who make up the audience of your message. All of the factors that determine how a source will operate are applied to the receiver. The receiver may have more or less knowledge than the source. Sociocultural context could be different in many ways from that of the source, but social background, education, friends, salary, culture would still be involved. Each will affect the receiver's understanding of the message. Messages sometimes fail to accomplish their purpose for many reasons. Frequently the source is unaware of receivers and how they view things. Certain channels may not be very effective under certain circumstances.

7. 
   Katz and Lazersfeld’s model (two-step flow of communication)
   

The two-step flow of communication hypothesis was first introduced by Paul Lazersfeld, Bernard Berelson, and Hazel Gaudet in The People's Choice, a 1944 study focused on the process of decision-making during a Presidential election campaign. These researchers expected to find empirical support for the direct influence of media messages on voting intentions. They were surprised to discover, however, that informal, personal contacts were mentioned far more frequently than exposure to radio or newspaper as sources of influence on voting behavior. Armed with these data, Katz and Lazersfeld developed the two-step flow theory of mass communication (Fig.l 1). This theory asserts that information from the media moves in two distinct stages. First, individuals (opinion leaders) who pay close attention to the mass media and its messages receive the information. Opinion leaders pass on their own interpretations in addition to the actual media content. The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message. Opinion leaders are quite influential in getting people to change their attitudes and behaviors and are quite similar to those they influence. The two-step flow theory has improved our understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes and behavior. The two-step flow theory gave way to the multi-step flow theory of mass communication.

Two step flow model