The Westley and MacLean Communication Model is a widely recognized theoretical framework in the field of communication studies. Developed by Bruce Westley and Malcolm S. MacLean in 1957, this model offers valuable insights into the process of communication and how it functions in various contexts. It has been instrumental in understanding the complexities of interpersonal, group, and mass communication, as well as the role of feedback in the communication process.
Understanding the Westley and MacLean Communication Model
The Westley and MacLean Communication Model is based on the idea that communication is a dynamic and iterative process that involves multiple elements and stages. It provides a structured framework for analyzing how information is transmitted, received, and interpreted by individuals and groups. The model highlights the importance of feedback as a crucial component in the communication process.
Key Components of the Model
The Westley and MacLean Communication Model consists of several key components:
Source: The source is the initiator of the communication process. It can be an individual, group, organization, or any entity that intends to convey a message to a receiver.
Message: The message is the information, idea, or content that the source wishes to communicate to the receiver. It can take various forms, including verbal, written, visual, or non-verbal communication.
Channel: The channel refers to the medium or means through which the message is transmitted from the source to the receiver. Channels can include face-to-face conversations, written documents, telephone calls, emails, or even mass media like television and radio.
Receiver: The receiver is the individual or group for whom the message is intended. They play a crucial role in the communication process as they interpret and decode the message received from the source.
Destination: In some versions of the model, there is a destination component that represents the ultimate goal or outcome of the communication process. It signifies what the source hopes to achieve through the communication.
Feedback: Feedback is a central concept in the Westley and MacLean Communication Model. It refers to the response or reaction of the receiver to the message. Feedback can be both verbal and non-verbal and serves as a critical element for evaluating the effectiveness of communication.
Stages of Communication in the Model
The Westley and MacLean Communication Model outlines several stages that the communication process typically follows:
Source Encodes Message: The communication process begins with the source encoding the message. Encoding involves translating thoughts, ideas, or information into a format that can be transmitted to the receiver. This can involve selecting words, creating visuals, or using gestures.
Message is Transmitted: Once the message is encoded, it is transmitted through a chosen channel. The channel can significantly impact how the message is received, as different channels have varying levels of richness and immediacy.
Message is Received: The receiver then receives the message through the chosen channel. At this stage, the receiver decodes the message, interpreting its meaning based on their own knowledge, experiences, and cultural background.
Receiver Encodes Feedback: After receiving and interpreting the message, the receiver may encode feedback. This feedback is the receiver’s response to the message, and it can take the form of verbal responses, non-verbal cues, or actions.
Feedback is Transmitted: The feedback encoded by the receiver is transmitted back to the source using a communication channel. This step completes the iterative nature of the communication process.
Source Receives Feedback: The source then receives the feedback from the receiver, and the process continues as the source interprets the feedback and adjusts their communication accordingly.
Relevance of the Model in Contemporary Communication Studies
The Westley and MacLean Communication Model continues to be relevant in contemporary communication studies for several reasons:
Interpersonal Communication: The model provides a valuable framework for understanding how communication works in one-on-one interactions. It helps researchers and practitioners analyze the dynamics of everyday conversations and the role of feedback in shaping communication outcomes.
Group Communication: The model can be applied to group communication scenarios, such as team meetings or collaborative projects. It highlights the importance of effective communication within groups and the role of feedback in achieving common goals.
Mass Communication: In the context of mass media and mass communication, the model helps scholars and media professionals understand how messages are constructed, transmitted, and received by large audiences. It underscores the significance of audience feedback and media effects.
Communication Evaluation: Researchers and organizations can use the model to assess the effectiveness of their communication strategies. By examining each stage of the communication process and the quality of feedback received, they can make improvements and enhance communication outcomes.
Technological Advances: The model remains relevant as technology continues to shape communication. It can be applied to analyze how digital communication platforms, social media, and online interactions impact the transmission and reception of messages.
Teaching and Training: Educators and communication trainers often use the Westley and MacLean Communication Model to teach students and professionals about effective communication skills. It provides a structured framework for discussing communication concepts and practices.
Critiques and Limitations of the Model
While the Westley and MacLean Communication Model offers valuable insights into the communication process, it is not without its critiques and limitations:
Simplified Representation: Some critics argue that the model oversimplifies the complexity of real-world communication. It may not fully capture the nuances and contextual factors that influence communication outcomes.
Linear Nature: The model presents communication as a linear process with clear stages. In reality, communication is often more dynamic and iterative, with feedback occurring simultaneously with message transmission.
Lack of Cultural Consideration: The model does not explicitly address the role of culture in communication. Cultural differences can significantly impact how messages are encoded, transmitted, and interpreted.
Limited Emphasis on Noise: The model does not give significant attention to the concept of “noise,” which includes any interference or barriers that may disrupt the communication process. Noise can be physical, psychological, or semantic and can affect the clarity of the message.
Conclusion
The Westley and MacLean Communication Model remains a valuable framework for understanding the complexities of communication in various contexts. Its emphasis on feedback as a central element highlights the importance of two-way communication and the role of interpretation in the process. While the model has its critiques and limitations, it continues to be a foundational concept in communication studies and a useful tool for analyzing and improving communication practices in today’s interconnected world.
Key Highlights
Understanding the Model
Dynamic and Iterative Process: Communication involves multiple elements and stages.
Structured Framework: Helps analyze how information is transmitted, received, and interpreted.
Role of Feedback: Central to evaluating the effectiveness of communication.
Key Components
Source: Initiator of communication (individual, group, organization).
Message: Information or content to be communicated (verbal, written, visual, non-verbal).
Channel: Medium through which the message is transmitted (face-to-face, written documents, telephone, email, mass media).
Receiver: Individual or group for whom the message is intended.
Destination: Ultimate goal or outcome of the communication.
Feedback: Response or reaction of the receiver to the message.
Stages of Communication
Source Encodes Message: Translating thoughts into a transmittable format.
Message is Transmitted: Sent through a chosen channel.
Message is Received: Receiver decodes and interprets the message.
Receiver Encodes Feedback: Receiver’s response to the message.
Feedback is Transmitted: Sent back to the source.
Source Receives Feedback: Source interprets the feedback and adjusts communication accordingly.
Relevance in Contemporary Communication
Interpersonal Communication: Framework for one-on-one interactions.
Group Communication: Applied to team meetings and collaborative projects.
Mass Communication: Helps understand media message construction and audience feedback.
Communication Evaluation: Assessing effectiveness of communication strategies.
Technological Advances: Analyzing digital communication platforms and online interactions.
Teaching and Training: Educators use the model to teach effective communication skills.
Critiques and Limitations
Simplified Representation: May not fully capture the complexity of real-world communication.
Linear Nature: Communication is more dynamic and iterative in reality.
Lack of Cultural Consideration: Does not explicitly address cultural impacts.
Limited Emphasis on Noise: Does not significantly consider barriers that disrupt communication.
Related Frameworks
Description
When to Apply
Shannon-Weaver Model
– A mathematical theory of communication developed by Claude Shannon and Warren Weaver that describes communication as a process of encoding, transmitting, and decoding messages through a noisy channel. The Shannon-Weaver Model emphasizes the technical aspects of communication and the role of noise in signal transmission.
– When analyzing communication processes or designing communication systems. – Applying the Shannon-Weaver Model to understand the transmission of messages, identify potential sources of interference, and optimize communication channels effectively, ensuring clear and accurate message delivery.
Transactional Model of Communication
– A communication theory proposed by Barnlund and others that views communication as a dynamic process involving the exchange of messages between senders and receivers in a continuous feedback loop. The Transactional Model emphasizes mutual influence, context, and interpretation in communication interactions.
– When studying interpersonal communication or analyzing communication dynamics. – Employing the Transactional Model of Communication to understand the reciprocal nature of communication exchanges, interpret nonverbal cues, and navigate communication contexts effectively, fostering mutual understanding and relationship building.
Berlo’s SMCR Model
– A communication model developed by David Berlo that identifies four key components of the communication process: Source, Message, Channel, and Receiver (SMCR). Berlo’s SMCR Model highlights the importance of sender-receiver dynamics, message encoding and decoding, and channel selection in effective communication.
– When planning communication strategies or analyzing communication effectiveness. – Utilizing Berlo’s SMCR Model to assess communication goals, tailor messages to audience preferences, and select appropriate channels for message delivery effectively, enhancing message clarity and audience engagement.
Transactional Leadership Theory
– A leadership theory that focuses on exchanges between leaders and followers, emphasizing the transactional nature of leadership interactions based on contingent rewards, punishments, and performance expectations. Transactional Leadership relies on clear communication, goal setting, and performance monitoring.
– When managing teams or implementing performance incentives. – Applying Transactional Leadership Theory principles to establish clear expectations, communicate performance goals, and provide feedback and rewards effectively, motivating team members and driving performance outcomes.
Interpersonal Communication Theory
– A branch of communication studies that explores how individuals interact and communicate with one another in various social contexts and relationships. Interpersonal Communication Theory examines verbal and nonverbal communication, relationship dynamics, and social influence processes.
– When studying interpersonal relationships or improving communication skills. – Drawing on Interpersonal Communication Theory concepts to enhance self-awareness, develop empathy, and navigate interpersonal interactions effectively, fostering meaningful connections and rapport with others.
Diffusion of Innovations Theory
– A theory developed by Everett Rogers that explains how new ideas, products, or innovations spread and are adopted within a social system over time. The Diffusion of Innovations Theory identifies key factors influencing the adoption process, such as perceived benefits, communication channels, and social norms.
– When introducing new products or ideas to target audiences. – Leveraging Diffusion of Innovations Theory principles to identify early adopters, target opinion leaders, and tailor communication strategies to different adopter segments effectively, accelerating adoption rates and diffusion within target populations.
Organizational Communication Theory
– A field of study that examines communication processes and dynamics within organizations, including formal and informal channels, communication networks, and organizational culture. Organizational Communication Theory addresses issues such as leadership communication, conflict management, and change communication.
– When improving internal communication or managing organizational change. – Applying Organizational Communication Theory frameworks to diagnose communication barriers, design communication structures, and facilitate dialogue and collaboration effectively, enhancing organizational effectiveness and employee engagement.
Social Learning Theory
– A theory proposed by Albert Bandura that emphasizes the role of observational learning, imitation, and modeling in shaping human behavior. Social Learning Theory suggests that individuals learn from observing others and their consequences, which influences their attitudes, beliefs, and actions.
– When designing training programs or behavior change interventions. – Incorporating Social Learning Theory principles into instructional design, modeling positive behaviors, and providing opportunities for observation and practice effectively, facilitating skill acquisition and behavior change.
Media Dependency Theory
– A communication theory that explores how individuals and societies rely on media for information, entertainment, and social interaction, particularly in times of uncertainty or crisis. Media Dependency Theory examines the role of media in shaping perceptions, attitudes, and behavior.
– When analyzing media consumption patterns or media effects. – Applying Media Dependency Theory frameworks to understand media consumption motivations, assess media influence on public opinion, and design communication campaigns effectively, leveraging media channels to inform, engage, and mobilize audiences.
Rhetorical Theory
– A branch of communication studies that examines the persuasive power of language, symbols, and discourse in influencing beliefs, attitudes, and behaviors. Rhetorical Theory analyzes rhetorical strategies, appeals, and audience responses in persuasive communication contexts.
– When crafting persuasive messages or delivering public speeches. – Drawing on Rhetorical Theory principles to analyze audience needs, tailor persuasive appeals, and structure arguments effectively, enhancing message persuasiveness and audience engagement.
The Aristotle model of communication is a linear model with a focus on public speaking. The Aristotle model of communication was developed by Greek philosopher and orator Aristotle, who proposed the linear model to demonstrate the importance of the speaker and their audience during communication.
The linear model of communication is a relatively simplistic model envisaging a process in which a sender encodes and transmits a message that is received and decoded by a recipient. The linear model of communication suggests communication moves in one direction only. The sender transmits a message to the receiver, but the receiver does not transmit a response or provide feedback to the sender.
Berlo’s SMCR model was created by American communication theorist David Berlo in 1960, who expanded the Shannon-Weaver model of communication into clear and distinct parts. Berlo’s SMCR model is a one-way or linear communication framework based on the Shannon-Weaver communication model.
The helical model of communication is a framework inspired by the three-dimensional spring-like curve of a helix. It argues communication is cyclical, continuous, non-repetitive, accumulative, and influenced by time and experience.
The Lasswell communication model is a linear framework for explaining the communication process through segmentation. Lasswell proposed media propaganda performs three social functions: surveillance, correlation, and transmission. Lasswell believed the media could impact what viewers believed about the information presented.
Modus tollens is a deductive argument form and a rule of inference used to make conclusions of arguments and sets of arguments. Modus tollens argues that if P is true then Q is also true. However, P is false. Therefore Q is also false. Modus tollens as an inference rule dates back to late antiquity where it was taught as part of Aristotelian logic. The first person to describe the rule in detail was Theophrastus, successor to Aristotle in the Peripatetic school.
The five canons of rhetoric were first organized by Roman philosopher Cicero in his treatise De Inventione in around 84 BC. Some 150 years later, Roman rhetorician Quintilian explored each of the five canons in more depth as part of his 12-volume textbook entitled Institutio Oratoria. The work helped the five canons become a major component of rhetorical education well into the medieval period. The five canons of rhetoric comprise a system for understanding powerful and effective communication.
A communication strategy framework clarifies how businesses should communicate with their employees, investors, customers, and suppliers. Some of the key elements of an effective communication strategy move around purpose, background, objectives, target audience, messaging, and approach.
Noise is any factor that interferes with or impedes effective communication between a sender and receiver. When noise disrupts the communication process or prevents the transmission of information, it is said to be communication noise.
The 7Cs of communication is a set of guiding principles on effective communication skills in business, moving around seven principles for effective business communication: clear, concise, concrete, correct, complete, coherent, and courteous.
The transactional model of communication describes communication as a two-way, interactive process within social, relational, and cultural contexts. The transactional model of communication is best exemplified by two models. Barnlund’s model describes communication as a complex, multi-layered process where the feedback from the sender becomes the message for the receiver. Dance’s helical model is another example, which suggests communication is continuous, dynamic, evolutionary, and non-linear.
Horizontal communication, often referred to as lateral communication, is communication that occurs between people at the same organizational level. In this context, communication describes any information that is transmitted between individuals, teams, departments, divisions, or units.
Communication apprehension is a measure of the degree of anxiety someone feels in response to real (or anticipated) communication with another person or people.
Closed-loop communication is a simple but effective technique used to avoid misunderstandings during the communication process. Here, the person receiving information repeats it back to the sender to ensure they have understood the message correctly.
Grapevine communication describes informal, unstructured, workplace dialogue between employees and superiors. It was first described in the early 1800s after someone observed that the appearance of telegraph wires strung between transmission poles resembled a grapevine.
The ASE model posits that human behavior can be predicted if one studies the intention behind the behavior. It was created by health communication expert Hein de Vries in 1988.
The ASE model believes intention and behavior are determined by cognitive variables such as attitude, social influence, and self-efficacy. The model also believes that intention predicts behavior such that one’s attitude toward a behavior is influenced by the consequences of that behavior.
Three cognitive variables are the primary determinants of whether the intention to perform a new behavior was sustained: attitude, social influence, and self-efficacy. Various external variables also influence these factors.
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.
Social penetration theory was developed by fellow psychologists Dalmas Taylor and Irwin Altman in their 1973 article Social Penetration: The Development of Interpersonal Relationships. Social penetration theory (SPT) posits that as a relationship develops, shallow and non-intimate communication evolves and becomes deeper and more intimate.
The hypodermic needle theory was first proposed by communication theorist Harold Lasswell in his 1927 book Propaganda Technique in the World War. The hypodermic needle theory is a communication model suggesting media messages are inserted into the brains of passive audiences.
The 7-38-55 rule was created by University of California psychology professor Albert Mehrabian and mentioned in his book Silent Messages. The 7-38-55 rule describes the multi-faceted way in which people communicate emotions, claiming that 7% of communication occurred via spoken word, 38% through tone of voice, and the remaining 55% through body language.
Active listening is the process of listening attentively while someone speaks and displaying understanding through verbal and non-verbal techniques. Active listening is a fundamental part of good communication, fostering a positive connection and building trust between individuals.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
