Flashcards
Communication theories: Shannon-Weaver, Lasswell, Eco
Flashcards do conjunto (5)
- 1MATHEMATICAL THEORY (Shannon and Weaver model)Its aim is to control the efficiency in the transmission of information with the emphasis on the contents being a lineal, vertical, authoritarian, traditional, unidirectional (one-way), informative, transmissive, and rigid communicative model, where a sender presents an idea to a passive receiver with no direct feedback.
- 2Funcionalist Theory (Laswell)LasweII is considered to be the maximum referent who raised the study of communication from his questions "Who says what, through which channel, to whom and with what effect?" The sender only controls the message and its distribution, but not its interpretation on or reception.
- 3Semiotic Theory (Eco)It goes around the concept of coding and decoding from the receiver, as well as the importance of the context and the relationships between the sender and the receiver for the correct interpretation of the message. This theory corresponds to a two-way model (bidirectional) where there is a sender that transmits a message through a channel to a receiver, which receives this information and responds by sending a negative feedback. According to Kaplun (1988), the main purpose is to persuade, control and manipulate the receiver's behavior. It emphasizes on the effects. Aparici (2010) calls this communicative model as "false democracy", as that feedback is confused with participation.
- 4Educommunication Theory (Media Literacy/ Media Education)Educommunicatión perceives communication as a Teaching and Learning Process, with all dimensions of communication at once and as a whole. When we express an idea so that our partners can understand it, it is when that idea is truly learned and understood by us,
"knowing is communicating"
According to Kaplun (1998), the emphasis is on the process, being called EMIREC-EMIREC (feed-feed). Therefore, it is a horizontal and multidirectional
method whose objective is to promote students as active senders, with the teacher working as a facilitator and dialogue gererator, enhancing critical analysis, reflection, reasoning, discussion, participation and creativeness. - 5Connectivist Theory (George Siemens, 2010)Learning is no longer an individual activity, but an activity with the help of the digital media and ICT. However, our main objective is not to create digital expert students, but students capable of critical analysis reflecting on the current Knowledge Society "Network Society", with technology as a means rather than an end.
Its emphasis relies on the process
Corresponding to a feed-feed communicatíve model, all the members participate within the Knowledge construction process and with the same social status. (Aparici, 2012). The teacher is a facilitator, with the students moving on from a passive, uncritical and conformist point of view.
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