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Home→The Westburn Dictionary of Marketing→S→Schramm's communication model

Schramm's communication model

Definition:
Wilbur Schramm in The Process and Effects of Man Communication (Illinois, University of Illinois Press: 1955) defined communication as 'the process of establishing a commonness or oneness of thought between a sender and a receiver'. Central to this definition is the CONCEPT that for communication to occur, there must be a transfer of information from one party - the sender - which is received and understood by the other party - the receiver. To achieve this, information must be encoded and decoded and both sender and receiver must be linked by a channel of communication and a shared field of experience.

Cross-References:
[concept]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].