Shannon Weaver, 1947
·
First model – still used today although was/is
not the most effective
·
How the telephone mediates a message
·
3 levels of noise
o
Technical level
§
“How accurate it is”
·
Low resolution, illegible typography, poor
craftsmanship, no typographic hierarchy
o
Semantic noise
§
“How much of the message can be lost and still
retain its meaning”
·
Can you still read the message if some letters
are dropped
o
Effectiveness
§
“Does it stand out in the noise of the visual
landscape? Is it effective?”
·
Use of good redundancy to reinforce the message
+ make it more memorable
o
Rhetorical devices
·
Problems with model
o
Human communication is over simplified
o
Only shows person to person communication, no
more than 2 people
o
No account for feedback from the viewer/audience
o
Does not take into affect outside noise
Berlo’s Model, 1960
·
Updated Shannon-Weaver Model for Broad
Television
·
Worked on a dual relationship broadcaster and
receiver
·
Added psycho-cognitive linguistic issues that
impacted the encoding and decoding
o
Communication skills, attitude, knowledge level,
cultural/social system raised in
o
Communication skills encoded: speak, write,
think, design
o
Communication skills decoded: listen, read, reason, view, interact
o
Cultural choice of channels
o
Social or work dialect: differences based on who
we’re with or where we are
o
“The medium is the message”
§
The channel that the message comes through
really impacts the message and how we receive it
o
In design, messages always have the option of
being obscured
§
Craft, color, style choices, ambiguous choices
o
As a designer we need to choose what channel we
use
§
May be based on client budget, availability,
ability to pay
·
Berlo states that there are levels that can
contribute to breakdown in communication
o
Can be the viewers+broadcasters language,
attitude
·
Problems with this Model
o
Not accounting for feedback from audience
o
Not accounting for environment of the audience
o
Not accounting for noise
Emmert Donaghy Model, 1981
·
Most recent model of communication
·
Can be related to visual communication
·
Priorities context and allows feedback
·
Receivers are now called communicators!
o
Both are sends and receivers
·
Message can be affected by
o
Perception, motivation and reasoning
·
Noise can be the misunderstanding of cultural
references as well as technical
·
Model predates the current design culture
o
But references the current culture through the
various ways of communication
·
Feedback is sales figures, votes, physical or
verbal feedback
o
Allows the communicator the ability to modify
the structure to be more effective
o
Can test via focus groups, critique, beta groups
·
Problems – still only person to person model
o
Not addressing complexity of models today
o
Doesn’t show evolving message overtime
No comments:
Post a Comment