Wilbur Schramm, a well-known communication theorist, developed an interactive model of communication. Unlike early linear models, Schramm emphasized that communication is a two-way, continuous process and that feedback and shared understanding play a crucial role in effective communication.
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Meaning of Schramm’s Model
According to Wilbur Schramm, communication occurs only when the sender and receiver share a common field of experience. The meaning of a message depends on the experiences, culture, education, and background of both sender and receiver.
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Structure of Wilbur Schramm’s Communication Model
Key Components
1. Sender (Encoder)
2. Message
3. Channel
4. Receiver (Decoder)
5. Feedback
6. Field of Experience
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Process of Communication in Schramm’s Model
1. Sender / Encoder
The sender forms an idea and encodes it into a message using symbols, words, or gestures.
2. Message
The message is the information or meaning the sender wants to convey.
3. Channel
The channel is the medium used to send the message (speech, writing, media, digital platforms).
4. Receiver / Decoder
The receiver decodes the message and interprets it based on personal understanding.
5. Feedback
After decoding, the receiver becomes a sender and sends feedback.
This feedback confirms whether the message is understood correctly.
6. Field of Experience
This is the most important feature of Schramm’s model.
It refers to the background, culture, education, beliefs, values, and experiences of the sender and receiver.
> Greater the overlap in field of experience → more effective communication
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Diagram Explanation (Textual)
Sender (Encoder)
↓
Message → Channel → Receiver (Decoder)
↑
Feedback
(Surrounded by Field of Experience of both sender and receiver)
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Key Features of Wilbur Schramm’s Model
1. Two-way communication
2. Feedback is essential
3. Emphasis on shared understanding
4. Communication is circular
5. Roles of sender and receiver are interchangeable
6. Meaning is created, not just sent
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Importance of Field of Experience
Communication is effective only when:
Language is understood
Cultural symbols are familiar
Educational level is similar
Example
An advertisement in English may fail in rural areas where the audience does not understand the language.
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Advantages of Schramm’s Model
1. Highlights importance of feedback
2. Explains why messages fail
3. Shows communication as interactive
4. Suitable for interpersonal and mass communication
5. Practical for advertising and marketing
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Limitations of Schramm’s Model
1. Does not clearly show noise
2. Assumes equal participation
3. Not ideal for one-way mass communication
4. Overemphasizes shared experience
5. Complex for simple communication
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Example (Advertising Context)
Example: Rural Advertising
A company advertising agricultural seeds uses:
Local language
Local farmers in ads
Regional symbols
This matches the field of experience, ensuring effective communication.
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Comparison with Linear Models
Linear Models Schramm’s Model
One-way Two-way
No feedback Feedback present
Sender-focused Sender & receiver both important
Message transfer Meaning creation
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Conclusion
Wilbur Schramm’s model explains communication as an interactive, continuous, and meaningful process. It highlights that shared experience and feedback are essential for successful communication. This model is highly relevant in advertising, management, education, and interpersonal communication.
