Critical Analysis of Shannon and Wavers Communication Theory
The communication model introduced by Shannon and waver is known as the mother of all communication model, as this theory has given birth to the ideas of many modern-day communication technology-based systems and it has also helped scholars to conduct their future research on the communication science.
This model of communication provided by Shanon and Waver became a case study for the global scholar community, as this theory is the very first communication model in the history that has used profanity theory and the science behind the communication practices performed by individuals in the society during the time period of 1940 and developed the foundation for the modern day electronic communication medium (Kubota, 2019).
The discovery of this model has also opened various new channels of communication in the modern-day communication and IT technology. However, in order to shed light on the shortcomings of this model a detailed comparative analysis of the study is required which has been provided by this report followed by a conclusion.
As per the derived data from the Shannon and Waver model of communication, it can be stated that there are 7 key elements of an effective communication system which are sender, encoder, channel noise, decoder, and receiver. Basically, this model of communication presents a detailed overview regarding the liner model of communication.
However, the primary focus of this communication model revolves around the key concept of misinterpretation of the message that might take place between the sender and the receiver of the message (Kubota, 2019).
This model of commination was developed to improve the quality of phone calls and improve the overall telephonic communication system. Furthermore, the scientific approach of this model is considered as the mother of all communication model as this theory has helped scholars from different parts of the globe to provide a scientific approach towards the development of the communication system.
Some scholars also present their argument that because of this model the modern day IT based communication has been developed and still various communication channels are still relying on the financings of this principle.
Different scholars have presented their research work in order to shed light on the flaws of this model and they have stated that this model of communication can be used for inter personal liner conversation, but this model doesn’t provide any reliable result in the context of contemporary organisational environment (Baecker, 2017).
Various scholars have also added their opinion regarding this model and they have stated that modern day information technology and process of communication process has changed by a huge margin and it has become more complex in nature and it is impossible for this model to develop a base for such complex form of commination.
However, this is a very subjective matter and this model of commination was developed only to improve telephonic conversation among two individuals and there is no emphasise on the multichannel conversation practices in this model of communication.
Different scholars have indulged themselves in arguments that Shannon and Waver Communication Model has presented the foundation of modern-day communication practices.
However, this is a subjective matter and in this model no data was mentioned to present multi-channel communication or any complex form of communication. The primary purpose of this communication model was to deliver a scientific approach towards the telephonic inter personal linear communication and improve the overall quality of the communicating by reduce the scope of message misinterpretation.
As per the obtained data from this model of communication, it can be stated that the sender of the message needs to deliver the message through the electronic medium and the message can be distorted through the receiver and this factor can cause misinterpretation of the data (NONG & GONG, 2019).
However, this model of communication doesn’t shed light on the multi-channelcommunication where various channels are involved to transfer the data and indolence of multiple sender and receiver.
Because of the lack of ability to provide any detailed information of the multi-channelcommunication, many scholars stated that this model can not be co-related with the modern-day communication process.
However, the key concept of data distortion through the electronic medium of communication during the process of deliver. That is why scholars have presented this model as a base of modern-day communication.
The modern-day corporate network management process has become an integral part of the business operations of an organisation, specially after the introduction of the globalisation movement introduced by leading global powers has turned the entire global market place into a united market place.
This factor has forced the organisations to focus more on the expansion of their business operations in different parts of the globe. The open market policy of the governing bodies has also created equal opportunity for all the participants and this factor abolished the concept of market monopoly.
This factor not only exposed the large organisations to the threat of being replaced by competitors but it has also forced the organisations to expand their business operations to a different market place in order to achieve the objective of sustainable development.
This factor has created huge opportunity for the growth and development of the corporate network management, as the large organisations needed effective solutions to develop communication among the community members (Dissanayake, 2018).
Furthermore, with the introduction of advanced technology into the corporate network management process the multi-channelcommunication gained huge priority as this factor became important in order to make the business operations more transparent and effective.
The demand for effective communication forced the organisations to abandon liner approach to conduct internal communication, and adopt the multi-channel communication approach. However, with the introduction of this new method of commination the entire commination industry witnessed a major change.
The rising inclination towards multi-channel communication also forced the global communication experts to conduct their research work on the development of multi-channel communication theory which can not only add more efficiency into the system but can also reduce the scope of data distortion.
Also, the data storage process needs to be discussed in this context as well (Lee & Kim, 2018). In the communication model of Shannon and Waver the primary emphasise was given upon the inter personal communication which was informal in nature.
However, with the changing process of business commination the informal model of communication became the integrated part of decision-making process because of the added efficiency into the overall business operations and its ability to integrate processed data into the decision-making practices(Doan, 2017).
Data driven decision making, and increasing load of processed data has forced the communication experts to find new channels of data delivery and data storage which has created new opportunities for the communication industry (Ruben & Gigliotti, 2019).
However, this factor has also increased the threat of data distortion and data breach which affected the overall business operations of an organisation. Because of the presence of this threat factor, the modern day communication technology is leaning towards more safe and secure model of data delivery.
Different scholars have presented their argument against the inefficient nature of the communication model presented by Shannon and Waver. In order to support their evidence, these group of scholars have presented their argument related to cross lingual communication practices that are being followed in the international organisations.
The international organisations need to conduct their business operations in different parts of the globe and this factor has influenced cross cultural communication and the expansion of communication process has increased by a huge margin.
As per the data derived from these research works, it can be witnessed that 78% of the multinational organisations depend upon their internet information technology-based communication system in order to community with the members of the organisation (Brady, et al. 2017).
However, in the contemporary organisations both the combination of formal and informal communication process can be witnessed and with this factor the demand for the dynamic communication system has increased by a huge margin (Doan, 2017).
However, the findings of these research work also showcase the factor that with the rising demand for the complex communication technology the demand for cloud based decentralised communication has increased.
However, due to the rising use of more complex data processing systems the organisations had to witness the problems related to the big data. In order to solve these problems, the organisations had to use innovative technology.
The focus has been driven towards the decentralisation model of communication in order to add more efficiency and transparency into the over all management process of communication.
In such circumstances the risk of data distortion and misinterpretation of data has increased. As per the model of the Shannon and Waver, in the communication process there is sender of the message and there is receiver of the message. But no specification regarding the data storage, data processing and data interpretation has been given in the model (Babe, 2018).
That is why, many scholars state that this model of communication is ineffective in the context of contemporary organisational communication process.
Different scholars have conducted their research work regarding the basic principles that has been followed in the conventional communication process and the contemporary model of communication.
These group of scholars have supported the basic principle of communication presented by Shannon and Waver.
The scholars have drawn a co-relation between the basic principles of communication and it also states that with the changing time the basic principle of inter-personal communication has not changed much but as the fundamentals of communication and the main objective towards the development process of commination has remained the same.
However, the process of conducting the communication has changed by a huge margin as the interpersonal commination process has become more complex and the data has become more complicated in nature (Garcia‐Torea, et al. 2019). In such circumstances the basic principles of communication model may look irrelevant but the fundamentals of communicationhave remained the same.
In order to provide more detailed overview regarding this concept, the scholars have presented the concept behind communication.
The process of communication is conducted to exchange information among the team members. With the changing time, the information has become more secure, and complex in nature and that is why the risk of distortion is still very high and effective communication can be conducted by reducing the scope of data distortion and data breach. With the changing time, the data delivery process has changed as well.
The internet-based data delivery system may had added more efficiency into the delivery process but it has also increased the threat of distortion and data breach (Soubhi, 2017).
In order to shed light on this context, the research community has stated that the basic concept of data distortion and misinterpretation of the data through the receiver has been discussed in the communication model published by Shannon and Waver’s model of communication.
However, the research community has also stated that the concept of data breach may not have been addressed by this model of communication, but the modern-day communication process is completely dependent upon this model of communication.
As this model can effectively express the objective of communication which has not changed in the previous years, and the threat of data distortion this might lead to misinterpretation of the communication (Nieland, 2020).
Because of the presence of these factors some scholars and commination experts still believe that the modern-daycommination process is dependent upon this model of communicatee in the contemporary business environment.
However, a large community of scholars and communication experts state that the communication model of Shannon and Waver is not relevant in the contemporary business environment anymore.
The primary reason behind this is the lack of prediction about the future of communication. This model of communication was invented in the 1940 and during that time there was not internet driven communication process available.
However, this model doesn’t provide any scope for the future of communication which makes this model of commination ineffective in the contemporary business environment (Stefans, 2017).
Modern day businesses have become dependent upon the data driven management system which makes communication process and integral part of decision making and business operations.
However, this model of commination doesn’t provide any insight regarding the negative influence of data distortion during the communication process. Data distortion is the change of data and a different form of the data which has been created by the data carrier process.
Also, the medium of data transportation has changed in the contemporary environment. This model of communication only sheds light on the electrical medium of commination which has shaped the telephonic commination process.
But no attention has been given towards the cloud bases or internet-based data transportation which makes it appropriate for the similar time frame but completely irrelevant in the 21st century communication process.
Furthermore, this model of communication doesn’t shed light anything about the data storage process that is an integral part of commognition in the era or cloud computing. In the contemporary model of commination, the data is usually stored in a common place, and the communicators can access the data from any part of the world.
However, this model only sheds light on the liner approach of communication where the data is delivered by the creator to the audience only. Also, this model sheds light on the misinterpretation of data.
Misinterpretation of data is a relevant factor in the contemporary business environment but it doesn’t shed any light on the breath of data(Healey, De Ruiter, & Mills, 2018). Data breach is the process of gaining unethical access of the data storage and this process can take place anywhere during the data delivery process.
This research work is unable to provide any evidence or the negative consequence of data breach or data theft and the data distortion process that can be created during the data delivery process (Siddik & Azamti, 2019).
That is why, the modern-day communication technology cannot rely on this process of information management system and new model is required. Lack of future vision, and less focus on the multichannel communication has made this model inefficient in the modern-day business environment.
Finally, it can be concluded that, this model of communication was developed by Shannon and Waver to shed light on the interpersonal communication as there was no use of electronic communication in the decision-making process in an organisation.
During that time frame, the massive growth of industries took place but majority of the organisations were conducting their business operations in their regional market place.
Because of this factor less focus has been given towards the formal use of electronic method of communication, as the majority of the formal communication process was being conducted through written method of communication and no-scope for informal communication in the decision-making process.
However, with the changing time the method of communication has changed and the modern-day organisations had to expand their business operations over the regional boundaries in order to achieve a sustainable model of development.
With this changing nature of business, the focus has been shifted towards data driven decision making process and informal communication for more effective and efficient communication among the team members. That is why, majority of the scholars and communication experts state that this model of communication is not relevant in the contemporary business environment.
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