An Analytical Note on Linear Communication

Communication is the social process of sharing ideas, knowledge, belief and messages that connects one person to another. Human beings have always involved in communications process since their evolution. Regardless of the varieties of available mediums, human society has always enjoyed communicating with its counterparts. Human society has evolved along with communication channels. We have witnessed the remarkable transition from clay tablet in China to digital tablet like I-pad, tablet phones and others latest global technological advancements. This is the privileged quality only bestowed on human society as the advanced ability to communicate through non-verbal and verbal languages. However, the journey from clay tablet to highly technological tablet was not completed overnight. The development of communication has been as complex as their advancement through the history. In a bid to explain how these communication occurs or function in a given settings, 'Communication Models' have been propagated by communication experts.

Communication is extremely complex process; it is ever changing which makes it more complex. Complexity and constant change in communication process makes it imperative that these elements and processes should be presented in simple and generalized way to better explain and understand the structure and functions of communication. Communication models present this simplification. The format of communication model depends on how we define and understand the process of communication. (Narula, 2003).

Simply defining, communication models are the manifestation of the overall communication process. Communication models present brings all the elements of the communication process together and demonstrate how they function. The communication models can be broadly categorized into two categories; Linear and Non-Linear. Liner models are the earliest form of communication models, while non-linear models are the extension of linear models which incorporates new communication elements developed along with the development of communication channels.

The linear communication model, the oldest model of communication, concentrated on the one-way transmission of message. One of the prominent Greek Philosopher had mentioned this model in his book Rhetoric about some 2300 years ago, where he put forward five elements of communication; Speaker, Speech, Audience, Occasion and Effect. He proposed this model of communication based on his own experience of delivering speech for mass audience.

For over 60 years now, this view of communication has been identified with the writing of political scientist Harold Lasswell. He said that a convenient way to describe communication is to answer these questions: Who? Says What? Through Which Channel? To Whom? With What Effect? (Baran, 2010).     

The linear approach takes hold of basic communication elements like sender, message, channel, receiver and effect. Thus, linear model can be termed as the one-way communication. In 1949, Claude Shannon and Warren Weaver developed a model, which stands nearest to the notion of linear model i.e. one-way communication. The linear model puts a sender with an intention to send something in form of message to someone at another end of the communication process. According to this model, only one party is actively involved during communication, while the receiver is passively receiving the message forwarded by the main actor of the communication. In this model, the sender with message is sole source of information and sends the encoded message using a message medium to the receiver. Saying that, the sender is the most powerful element of the communication, while the receiver is powerless and responsible for accepting the message, as interprets the linear model.   

However, on a closer analysis of this model of communication, one can come up with some drawbacks. Linear model discards the important aspect of any communication – interaction –

which is missing here. Interaction between sender and receiver concurrently is absent during this model of communication, which has become possible through technical advancement and introduction of new media and social platforms and also in face to face conversations. For instance, when one is in conversation with ones friend seeking suggestion on any troubling condition, the listener friend is also actively taking part by suggesting the solutions or also through the body language. So, the receiver is not always passive, as says the linear model.

In spite of its drawbacks, the linear model can be observed in practice in everyday life. Imagine a classroom where students are constantly listening to the lecturer, and are not allowed to interrupt in the middle of the lecture. In another instance, public meetings or public gatherings where a political leader or government figure is addressing its cadres or public, who only listen to the speech and cannot respond immediately. These instances can be witnessed everywhere including our country Nepal. The practice of linear model is almost ubiquitous in Nepali society. We had 'Gurukul' systems, where the religious preacher used to give sermon to disciple and the latter had to listen and memorize the lesson. Likewise, traditional forms of media like Jhyali pitne, Katuwal Karaune, Gandharva,Shankha Phukne, Kirtan, Bhajan, and other are reflection of linear model, still existing in our society.         

In conclusion, the earliest form of communication model – linear model – believes in one-way flow of communication avoiding the simultaneous interaction with the other party. However, with the advancement in communication system and supporting channels, the definition of communication has undergone significant change, adding new elements to communication like feedback which is the challenge to this model. Thus, the communication system has moved forward from sender, message and receiver, hence; doesn't necessarily undermine other aspects of communication.     

  

References:

Baran, S.,J. (2010). Introduction to Mass Communication: Media Literacy and Culture (5^th Edition). New York: The McGraw-Hill Companies, Inc.

Narula, Uma. (2003). Mass Communication : Theory and Practice. New Delhi: Har-Anand Publications.

Pokhrel, S. (2013). Aamsanchaar ra Patrakaritako Parichaya (Introduction to Mass Communication and Journalism). Kathmandu: Unnati Prakashan