Communication Model

A communication model is used to systematically analyze communication and gain insight into how a message is conveyed and received. It helps to investigate bottlenecks, disruptions, and the effectiveness of communication.

Several models can be used for communication analysis. The Shannon-Weaver model focuses on the transmission of a message and possible noise. The Lasswell model analyzes who communicates, what is communicated, through which channel, to whom, and with what effect. The AIDA model focuses on the effectiveness of communication and distinguishes four phases: Attention, Interest, Desire, and Action.

These models can be applied individually or in combination to analyze existing communication and propose improvements. The choice of model depends on the communication issue, the target audience, and the purpose of the communication.

Starting Points

Cornelissen, J. (2023). Corporate Communication: A Guide to Theory and Practice (7th ed.). SAGE. SAGE – Corporate Communication
Fill, C., & Turnbull, S. (2023). Marketing Communications: Fame, Influencers and Agility (9th ed.). Pearson. Pearson – Marketing Communications
Shannon-Weaver, Lasswell, and AIDA as possible models for analyzing communication.
Toolshero – AIDA Model: practical explanation of the AIDA model with examples and applications.
Overview of the senders, receivers, and target audiences involved.
Communication channels and media used.
Examples of communication expressions, feedback, disruptions, and communication problems.

Key Points

You understand the key components of a communication process.
You identify the sender, message, channel, receiver, and intended effect.
You recognize noise, bottlenecks, and other disruptions in communication.
You select and apply Shannon-Weaver, Lasswell, and/or AIDA appropriately.
You analyze the effectiveness of communication and the effect achieved.
You substantiate communication improvements with data and a suitable communication model.