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Communication Cycle model by Shannon and Weaver

Communication Cycle model: this article explains the Communication Cycle model by Claude Elwood Shannon and Warren Weaver in a practical way. After reading you will understand the basics of this powerful communication tool .

What is the Communication Cycle?

The Communication Cycle model is a linear model of communication that provides a schematic representation of the relation between sender, message, medium/ media and recipient. It was developed by Claude Elwood Shannon and Warren Weaver .

Communication is a very complex process that happens orally, in written form as well as in non-verbal form, and in which the message that is being sent, takes place in a certain context. Both the sender and the recipient can respond to each other in this model, with the sender and recipient alternating roles. This leads to a cyclical process.

Figure 1 – Communication Cycle model (Shannon and Weaver)

Communication Cycle: sender, message and recipient

To really understand the Communication Cycle model, it’s wise to first take a closer look at all components. First, there’s the sender . He has an expressive function. Through language and/or body language, he expresses something and sends it to the recipient. It can be information, an emotion, song, dance, and so on.

The thing he sends, is the message . This message is intended for the recipient(s). How the recipient handles it and interprets the message is called the appellative function. The message itself has to be carried by a medium, also called a channel .

The sender usually uses multiple media to get to the recipient . In addition to the voice for spoken words, the sender uses gestures, facial expression, posture and intonation as media. He can also use supporting media, such as a PowerPoint presentation, flip chart, music or a slide show.

Coding and decoding the message

A message is communicated in different ways; spoken and written words (language), signs such as smoke, colours and symbols (semantics) and body language (non-verbal communication).

How the message is communicated and how it is understood are two different things. On the one hand we see (en)coding and on the other decoding. A message has to be transmitted in such a way that it can be understood by both the sender and the recipient.

For this, the sender uses coding . He translates what he has in his head to understandable language, with the intention that the recipient will understand what he means. He therefore carefully chooses his words, considers the level of his recipient and tries to make clear what he means. That’s why it’s good that a sender focuses on a target group and tailors his message as much as possible to that group.

Conversely, the recipient tries to ‘crack’ the sender’s message through decoding . He interprets what he’s seeing and hearing and translates it into thoughts. Because every human being has their own and unique frame of reference, determined by background, education, how they were raised, experiences and so on, every individual will interpret a message differently.

The more clearly the sender has encoded the message, the more accurately the recipient can decode it, minimising the chance of misunderstandings.

Still, there can be interference in the Communication Cycle that leads to misunderstandings. This is then referred to as miscommunication. Within communication, that kind of interference is called noise or static.

This noise can occur internally, within the Communication Cycle model, or externally, outside of the Communication Cycle model. When the interference is created on purpose, it is known as intentional noise .

Internal noise usually occurs at the sender or at the recipient. When the sender experiences internal static, he won’t be able encode his message accurately. The sender might be using too much specialist language (jargon) that won’t be understood by the recipient right away or the sender might encode a message that is full of prejudices and/or personal opinions. Speaking with a heavy accent or hoarse voice can also lead to the message not being communicated properly, meaning it’s not encoded properly.

The recipient can also experience internal noise, making it impossible for him to properly receive the message and decode it. For example, the recipient might be distracted or already have a certain preconception or opinion that prevent him from listening properly. Headaches or fatigue are other well-known forms of internal static on the side of the recipient.

The external noise generally happens outside of the sender and recipient. A bad phone connection, a flickering light, a hot exam classroom or construction noises are examples of this.

Sometimes it’s possible to reduce or remove the external noise, but that doesn’t always work. It can be the case that the static is generated intentionally, like turning up the music or nervously ticking on a table. That is referred to as intentional noise.

As soon as the recipient responds to what the sender has sent, you get feedback . When the sender then responds to the recipient’s message, this is called a response . Most of the time, the recipient’s feedback is given consciously.

But it can also be the case that he’s giving unconscious feedback through non-verbal communication. For instance, he can let the sender know that he has heard and understands the message by humming, but his raised eyebrows show that the opposite is true.

Subsequently, the sender can respond by asking a question for instance (‘I see that you don’t really get it, is that right?’) or by explaining it again in a different way (‘I’ll try to rephrase it’).

The sender’s response in the form of feedback is often a combination of verbal and non-verbal communication and causes the sender to be responsible for paying close attention to this.

Conventions

What is ‘normal’ for one person, is not always ‘normal’ to others. That depends on culture, and every country, city or village has its own conventions. Conventions are silent rules that we agree on together.

It also depends on the context in which the communication is taking place. On such example is the context of a warm day in August, when everyone is going to the beach. Nobody would think it’s strange when they see a father digging a hole with his son. And even when the son lies in the hole and the father buries him except for his head, hands and feet, nobody would look twice.

Together, we’ve ‘silently’ agreed that this is not a problem. However, things would be different if the context is still a warm day in August, but this is happening in a city park. It’s quite likely that a crowd would gather as soon as the father starts digging, and the police would probably intervene if the child lies down in the hole.

Together, we’ve agreed that this is a strange situation. The same would be true if the beach ritual would take place in winter or in the middle of the night.

When conventions aren’t clear for everyone, this can lead to noise , which can then eventually lead to misunderstandings and miscommunication .

Every step in the Communication Cycle model is essential, and it’s basically impossible to skip any of them. By paying attention to every component, both the sender and recipient are able to communicate effectively, understand each other better and react to each other more emphatically.

But it should be noted that it’s important for them to be open to each other, to ask questions, listen to and look at each other’s responses and adapting to each other. Only then can the quality of communication be continuously improved.

The Communication Cycle model is a functional means to communicate with each other, but also to communicate with public audiences.

It’s Your Turn

What do you think? How do you apply the Communication Cycle model by Claude Elwood Shannon and Warren Weaver in your business life? Do you recognize the practical explanation or do you have more additions? What are your success factors for getting your message across without creating misunderstandings?

Share your experience and knowledge in the comments box below.

More information about the Communication Cycle model

• Bowman, J. P., & Targowski, A. S. (1987). Modeling the communication process: The map is not the territory. The Journal of Business Communication (1973), 24(4), 21-34.
• Mcquail, D. & Windahl, S. (1995). Communication Models for the Study of Mass Communications . Routledge.
• Shannon, C.E. & Weaver, W (1971). The Mathematical Theory of Communication . The University of Illinois Press; First Edition (US) First Printing edition (1971).
• Wagner, E. D. (1994). In support of a functional definition of interaction . American Journal of Distance Education, 8(2), 6-29.

How to cite this article: Mulder, P. (2016). Communication Cycle model (Shannon &and Weaver) . Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/communication-cycle-shannon-weaver/

Original publication date: 22/09/2016 | Last update: 07/09/2024

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Patty Mulder

Patty Mulder is an Dutch expert on Management Skills, Personal Effectiveness and Business Communication. She is also a Content writer, Business Coach and Company Trainer and lives in the Netherlands (Europe). Note: all her articles are written in Dutch and we translated her articles to English!

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3 responses to “communication cycle model by shannon and weaver”.

For me I still don’t understand how the theory of Claude Shannon and Warren Weaver is applied in business communication. Please can you explain how this works?

This is a bit simplified version. I actually liked it. Thanks!

Here’s a response to Thomas’s question above, based on Patty’ outline of the Shannon-Weaver model above.

For business communication, here’s an example of a memo sent by a manager:

1. Sender: The manager writes the memo draft ready for emailing out. 2. Encoding: The computer encodes the memo draft into binary packets of data to be sent out to employees’ email addresses 3. Channel: The data is sent via cables that make up the word wide web, via email servers. 4. Noise: There may be misspelling in the memo (as Patty wrote above, that’d be internal noise), misinterpretation by the employees (internal noise), or the emails may end up in peoples’ junk mail boxes (external noise). 5. Decoding: The information in employees’ email inboxes is decoded via the computer and reconstructed in the same words as was originally written by the manager 6. Receiver: The employees receive the message. 7. Feedback: Some employees might write a reply email to the memo, asking for more clarification or providing their input.

Great article Patty!

Regards, Chris

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The Communication Cycle. Communication Cycle Communication creates meaning through the exchange of messages.

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Learn The Process Of Communication – A Journey To Professional Success

What is a communication cycle exactly? It basically involves the conveying and receiving of messages between two individuals or entities…

What is a communication cycle exactly? It basically involves the conveying and receiving of messages between two individuals or entities in an easy-to-understand format. Talking and even listening are all methods of communication.

Our ability to assign values to sounds, signs, and symbols makes us different from all other animals on earth. Author and professor Yuval Noah Harari in his book, Sapiens: A Brief History of Humankind , laid emphasis on the importance of language in making humans “the smartest animals” on this planet. Thanks to communication, we are now able to do many things that were unimaginable to our cave-dwelling ancestors.

Language was developed as a means of surviving and thriving and that is true even in present times. You may be an acclaimed artist, programmer, engineer, or business person and excel in your field, but if you can’t communicate effectively, you won’t be able to thrive.

Here, we will be explaining the communication cycle and its components.

What is a communication process?

The communication process starts with the formation of ideas by the sender, who then transmits the message through a channel or medium to the receiver. The receiver gives the feedback in the form of a message or appropriate signal in the given time frame to continue the communication cycle.

Recall any conversation you have had in your life—be it enquiring about a brand new computer your friend just bought or your relatives asking you about your examinations—and you will find that it follows this process.

Elements of the communication process

There are seven important elements of the communication process. Here are the details:

The process of communication starts with the sender. This is the entity that will use the means of communication to share her thoughts. The sender starts the communication cycle by deciding to convey her thoughts and chooses the format to use.

The sender manages her thoughts, seeks clarity and decides what exactly she wants to put forth. The sender needs to gather the required information and relevant ideas in order to communicate. For example, a writer begins with an idea and transforms it into a book.

Encoding is the step in the process of communication where the sender decides how she wants to convey her thoughts. Selecting the right words, associated symbols in verbal communication or gestures, tones and sounds in nonverbal communication are ways of encoding a thought.

To make encoding easier, it is imperative to know who is the receiver. For example, Ruskin Bond writes clean and short sentences that invoke visuals to instill wonder among his readers, children.

A message is formed after the sender decides what she wants to put forth and how she wants to convey it. It’s also known as encoding. The nature of the message can change depending on the medium you use and the audience for which it is meant. Always remember that for communication to be successful, it is important that the listener or reader understands the message.

Channel or medium

In order to better explain the process of communication, one has to pay close attention to one crucial wheel of this cycle, which is the medium. This screen that you’re reading this article on, the newspaper that slides in every morning through your door, the television you watch your favorite movies on are all mediums. It’s imperative to consider the medium used for information transmission while encoding the message or it fails to reach the audience effectively.

The process of communication is incomplete without a receiver to ‘lend an ear’. Whenever a sender writes, or says or sings or expresses anything, it’s meant to be read, or experienced. The receiver is a crucial part of this process.

The receiver gathers the information presented or broadcasted by the sender and begins to understand it. We take turns between being a sender and being a receiver. You are a receiver when you watch a movie, and a sender when you tell your friends how the movie was.

No matter how well the message is crafted (or encoded), it will fail to make an impact if the receiver does not possess the tools to decode the message. For instance, a nine-year-old may not understand the point of Harari’s book.

While growing up, we also build the ability to decode various messages. Even if the word ‘beautiful’ has one meaning in all the dictionaries, globally, it would undoubtedly mean something different to different people. We decode any message by our own mechanisms, thoughts, memories and create our own meaning.

The process of communication is a long one. Communication does not stop after a thought or idea is expressed or a sentence or a word is uttered. It creates ripples through time, like a stone slung in a peaceful lake. Feedback is one of the last stages of communication.

After a message is encoded, sent over a medium received, and decoded, there is a need for the communication to keep moving. Through feedback, the receiver becomes the sender, broadcasting the views about the information received.

Another important aspect that is present in this cycle is noise. This refers to the obstructions people face while following the entire communication process. This can mean actual physical noise, preoccupying thoughts of the sender or the receiver, and barriers such as language, comfort, and cognitive precision.

In order to eliminate noise, one has to clear their minds, and senders have to make sure that the message they broadcast is easy to understand for the intended receiver.

Harappa Education’s Speaking Effectively , Listening Actively , and Writing Proficiently courses describe the process of communication and its applications. They will give you all the necessary tools as well as the confidence needed to succeed in today’s corporate world.

You can sharpen your communication skills using Harappa Education’s GRT Framework. GRT refers to Goal, Recipient, and Tone. By harnessing the power of these three crucial elements, you can embark on the road to success. Let us look at them in detail:

You must be clear about your goal. Before starting any kind of communication, gather your thoughts, set a fixed goal, and make sure that you don’t deviate from it. Having a goal in mind will help you stick to the point, will give the audience clarity about the message and the purpose to take an interest.

2. Recipient 

Understanding who your audience allows you to modify your means of communication to make it more effective. You should know their strengths and weaknesses, likes and dislikes, and level of understanding to win their hearts. After all, no matter how cool your boss is, you can’t talk to him like you talk to your childhood friends.

As Jody Shields explains in her book, The Winter Station , “People can be reassured by a tone of voice . By a touch. A gesture. Even if the voice and gestures are false, the innocent person meets the liar halfway to complete the lie. It’s a partnership.” The tone of the message decides how the recipient will react to it. A love song sung in an angry tone will cease to be a love song. Being formal with communication in informal settings and informal in personal life is necessary for the recipients and senders.

Explore our Harappa Diaries section to know more about topics related to the Communicate habit such as Report Writing and the Importance of Communication .

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Communication Cycle In A Nutshell

The communication cycle is a linear model of communication. Through schematic representation, the communication cycle details the relationship between sender, message, medium, and recipient.

Table of Contents

Understanding the communication cycle

The communication cycle was developed by mathematicians Claude Elwood Shannon and Warren Weaver.

In any context, effective communication is the conveying and receiving of messages between individuals in a manner that is easily understood.

The process of communication starts when a sender transmits a message to a receiver through a specific medium.

Upon receiving the message, the receiver responds in an appropriate time frame – otherwise known as feedback.

This simple back and forth example where the sender and receiver reciprocate roles represents the communication cycle.

The cycle can be used when messages are transmitted through writing or non-verbal (body language) means in a variety of different contexts.

Components of the communication cycle

In Shannon and Weaver’s interpretation, there are seven components to the cyclical process of communication.

The sender – otherwise known as the source – starts the cycle by deciding they have information they want to share.

Before sending a message, the sender must ensure that it reaches the receiver in a way that the receiver understands. In other words, what is the purpose of the message? How should the receiver ideally react after receiving the message?

Encoding involves the sender deciding on how to best convey their message.

Appropriate words, gestures, tones, and sounds are important and should be based on knowledge of the receiver.

For example, authors who write children’s books usually communicate in short, sharp sentences with simple, child-friendly words.

During the encoding process, it’s critical to clarify various aspects such as:

• What language are you going to use?
• What communication medium?
• What’s the appropriate form and format of communication?

This helps making the communication cycle way more effective down the road.

The message is simply the piece of information a sender communicates. Messages are based on the information chosen and how the information is conveyed so that the receiver understands it.

Medium (channel)

The medium describes the means of communication. It may be a newspaper, computer screen, television, or radio. Each medium will be suited to a particular form of communication and subsequent audience.

The receiver is an important part of the communication cycle, for without someone to receive a message there can be no sender.

The receiver gathers sent information and then attempts to understand it. If successful, the receiver becomes the sender, and the cycle repeats.

This is also known as feedback because the receiver responds to a message by broadcasting their views.

To ensure that the process runs effectively, messages must easily be decoded. For example, a video featuring Stephen Hawking communicating the wonders of astrophysics would be lost on most children.

A travel article espousing the nuanced beauty of a particular destination may be unable to be communicated to readers who have never visited.

Indeed, successful receiver decoding is often reliant upon individual thoughts, memories, and perspectives.

In the decoding process, you want to consider all the main aspects that can affect it.

Things like:

• Communication channel proficiency: are sender and receiver aligned in terms of understanding and ability to use the same communication channel?
• Shared mental models : do encoder and decoder share a similar way of deciphering the real world? So they can better understand each other? Cultural alignment might help with that.
• Noise: What noise affects that channel, and can it be reduced?

Invariably, there will be interferences in the communication cycle. This is called noise, which disrupts harmonious communication in several ways.

Noise can occur when the sender uses technical jargon in their messages that the receiver cannot understand. Those who speak with heavy accents may also experience problems with communication.

The receiver can also contribute to noise. Distractions are common in this instance, perhaps the result of being ill or entering a communication with preconceived notions or judgments. 

Lastly, noise can also be literal. Loud concerts are notorious for contributing to poor communication, as are slow internet connection speeds.

In general, there are a few kinds of noises that we want to take into account which might affect the communication cycle:

• Physical noise
• Semantic noise
• Physiological noise
• Psychological noise
• Cultural noise
• Technical noise

How to use The Communication cycle diagram

A communication cycle diagram is any that illustrates the transmission of information between two or more entities. Communication cycle diagrams are used to describe how information is transmitted during communication. 

These diagrams are used to depict communication models that are:

Interactional

Or models that define communication as an interactive process between the sender, receiver, and feedback.

Transactional

More dynamic models that consider senders and receivers to be communicators.

In essence, transactional models view communication as a cooperative process where both entities contribute to the outcome and effectiveness of the interaction.

By their very nature, communication cycle diagrams are not used to represent linear communication models such as the Shannon-Weaver model .

Here, the communication process is one-way and not cyclical. 

Other models of this type comprise the Schramm model .

Or the Berlo’s model .

Other communication models look at closed loops .

A hybrid to that is the transactional model of communication , which leverages context to have a much deeper understanding of the communication process.

Components of a communication cycle diagram

While the exact composition of a communication cycle diagram will vary from model to model , most will describe the following core components:

The individual or entity wishing to transmit a message.

Effective transmission relies on crafting a message the receiver will understand and take the desired action on.

In some models, this process is known as encoding.

Or the information the sender wishes the audience to receive and then understand.

The message may be written, oral, or non-verbal in nature.

Transmission

How is the message transmitted? It could be via email, television, text, letter, telephone, or face-to-face.

This is any factor that can impede or interfere with message transmission.

Noise can be literal, which is often experienced with a poor television or phone signal.

But it can also take the form of non-literal sources such as the accent of the speaker or their culture, level of understanding, or emotions.

Language barriers are also a prime source of noise in the communication cycle.

The receiver is the individual or entity that receives the message and seeks to understand its purpose or intention.

In some models, this process is known as decoding.

When the receiver transmits a message back to the sender based on their original message, this is known as feedback.

This is an important part of the communication cycle because feedback tells the sender their message was understood in the way they intended.

However, in some cases, the receiver may ask for clarification if the message was impeded by noise. Feedback may be verbal or non-verbal.

Breaking down the communication cycle diagram

• A communication cycle diagram is any that illustrates the transmission of information between two or more entities.
• Communication cycle diagrams are used to depict interactional and transactional communication models. By their very nature, these diagrams are not used to represent linear communication models such as the Shannon-Weaver model .
• Communication cycle diagrams tend to have the following components: sender, message, transmission, noise, receiver, and feedback. The precise components, and indeed their definitions, will vary from one communication model to the next.

Communication cycle example in business 

In this example, consider a business meeting where the executive team is assembled to review important KPIs.

The sender is the host, speaker, or facilitator of the meeting. This individual initiates a conversation, encodes the message in the appropriate channel, and is responsible for establishing the intent of the meeting itself.

The intent, in this case, is to review employee performance management KPIs. 

The message of the meeting can be thought of as the aim of conducting it in the first place. In other words, the executives are assembled to ensure employee performance KPIs:

• Match the objectives of the business.
• Measure areas that will impact business success, and
• Provide clarity on areas that need to be addressed.

KPI reviews are notorious for endless discussions about numbers with no real consensus on a way forward. To ensure the meeting focuses on the actions required to improve outcomes, the facilitator sticks to 10 or 12 KPIs that cover the four key areas of employees, customers, revenue, and processes.

The medium is verbal, face-to-face discussion, but there is also an element of non-verbal body language as each attendee assesses the temperature of the room, so to speak, when discussing how to improve each KPI.

The facilitator also uses KPI dashboards to stimulate productive discussion. In this example, the executives prefer to have the data presented as charts and graphs in PowerPoint with different status colors that highlight trends.

There are many potential sources of noise in a meeting scenario. These include:

• Acoustic – external noise (construction, aircraft), technical noise (fans, projectors), and building noise (the HVAC system).
• Illumination – too much light in the conference room may render the PowerPoint slides unreadable. Too little light may make it hard for the attendees to see others or pick up on their verbal or non-verbal cues.
• Comfort level – is there enough space in the conference room for each occupant? Is the furniture comfortable and in working order? Is the room at an optimal temperature?
• Visual – is the project working properly? Does every attendee have a clear line of sight to the screen, to each other, and the meeting facilitator?
• Cultural or knowledge – are the attendees of a similar culture, background, age, or experience level? Are there terms they may misunderstand or misinterpret?

Collectively, the receiver is the group of meeting attendees who must decode the message sent by the facilitator and maintain the communication process.

Each of the above sources of noise will determine whether they can properly decode the contents of the presentation.

Once the senior executives have decoded the message, they must confirm or validate effective listening by responding in turn.

On the micro level, one attendee may nod and smile at the speaker or a colleague to confirm understanding or agreement. 

On a broader level, feedback means each attendee will be able to analyze the KPIs and work with others to formulate corrective strategies.

Coca-Cola Communication cycle case study

In this real-world example of the communication cycle at work, let’s take a look at The Coca-Cola Company’s “ Share a Coke” campaign.

The sender of the information associated with the campaign is The Coca-Cola Company. To be more specific, the campaign was devised by Coca-Cola South Pacific and the marketing agency Ogilvy to strengthen the Coke brand with Australian young adults.

The company replaced its logo on one side of a Coke bottle with the catchphrase “ Share a Coke with” and then selected the 150 most popular first names in Australia .

For example, “ Share a coke with Sam” or “ Share a Coke with Chris” . 

Also printed on the label was the hashtag #ShareaCoke to appeal to millennial consumers and encourage them to share their experiences on social media.

Coca-Cola encoded the message by selecting the most popular first names by region.

In other words, the names it used for the Australian campaign were not the same as those used later in the United States or indeed the 80 other markets where the campaign was launched.

The company even developed a custom font that was easier to read than the traditional Spencerian cursive script it uses for “Coca-Cola”. As the campaign spread around the world, labels also reflected the local culture and interests of the target audience. 

In Australia, for example, the labels incorporated regional slang and colloquialisms. Conversely, in the UK, labels featured popular British landmarks.

The following channels were used to promote the campaign:

• Point-of-sale (POS) displays – personalized POS displays were featured in retail stores with the most popular first names.
• Social media – as noted, the company created the #ShareaCoke hashtag to encourage consumers to share photos on platforms such as Facebook, Twitter, and Instagram.
• Mobile – Coca-Cola also sent text messages to users with a link to a personalized virtual Coke bottle which they could also share on social media. Later, users could ask Alexa for a personalized bottle which was later posted to them with the name of their choice.
• Television – numerous TV ads have been developed since the campaigns were first launched in 2011.
• Outdoor/offline – ads were also shown outdoors on electric and non-electric billboards, murals, and in bus shelters. Consumers were also invited to share a Coke in cinemas and as part of experiential displays.

Consumers decode the message when they recognize their name on a bottle of Coke and see the hashtag # ShareaCoke . The message is also decoded when a consumer can recognize a local landmark or slang word. 

Potential sources of noise in the campaign include:

• Competition – other marketing campaigns running at the same time could have distracted consumers from Coke’s message.
• Cultural or language differences – while Coca-Cola accounted for cultural nuances in different areas, it nonetheless employed a broad personalization strategy that did not cater to some groups. In Saudi Arabia, it used very few middle-eastern names because of the company’s English-language bias. This served as a source of noise because it hindered Coca-Cola’s ability to reach a broader swathe of the population. 

The intended receiver in this communication cycle were millennial consumers. The company had identified that cola consumption among this cohort was on a slow and steady decline and, in any case, consumers were not engaged with its brand .

Feedback primarily occurred on social media where users were encouraged to share photos of themselves enjoying a Coke beverage with the relevant hashtag. In the campaign’s first year, over 500,000 images were shared on Facebook alone .

The company became one of the first to incorporate feedback from user-generated content in a marketing campaign. More importantly, it responded to comments, answered questions, and made itself more accessible to millennial consumers.

Coca-Cola also monitored feedback from sales data, customer service channels, and in-person interaction from experiential displays. It then used this feedback to adjust production, distribution , and marketing strategies to start the cycle once more.

Key takeaways

• The communication cycle describes the cyclical relationship in communication between a receiver and sender.
• In Shannon and Weaver’s interpretation, the communication cycle is based on seven core components. 
• The communication cycle argues that effective communication relies on clear and accurate messaging easily interpreted and understood by each party. In any case, noise can contribute to ineffective communication through distortions in encoding and decoding among other things.

Key Highlights

• Definition : The communication cycle is a linear model that illustrates the process of conveying and receiving messages between individuals, involving sender, message, medium, and recipient.
• Development : Developed by mathematicians Claude Elwood Shannon and Warren Weaver, the cycle aims to achieve effective communication in a clear and understandable manner.
• Sender : Initiates communication, decides on information to share, and its purpose.
• Encoding : Selects the best way to convey the message using appropriate words, tones, gestures, etc.
• Message : The content or information the sender wishes to communicate.
• Medium (Channel) : The means of communication used, like email, television, etc.
• Receiver : Gathers sent information, attempts to understand it, and provides feedback.
• Decoding : Ensures the message is easily decoded and understood by the receiver.
• Feedback : The receiver responds to the message, confirming understanding or seeking clarification.
• Noise and Interference : Noise refers to any factor that disrupts or hinders effective communication. It can be physical, semantic, physiological, psychological, cultural, or technical in nature.
• Communication cycle diagrams depict transmission between entities.
• Suitable for interactional and transactional models, emphasizing interaction and feedback.
• Not appropriate for linear models like the Shannon-Weaver model .
• Business Meeting : Executives review KPIs in a meeting, where sender, message, medium, noise, receiver, and feedback play crucial roles.
• Coca-Cola “Share a Coke” Campaign : Coca-Cola personalizes bottles with popular names, encodes messages based on cultural context, uses various media channels, and gathers feedback from consumers.
• Communication cycle involves sender, message, encoding, medium, receiver, decoding, and feedback.
• Noise can disrupt effective communication and takes various forms.
• Communication cycle diagrams are used to illustrate transmission in interactive and transactional models.
• Linear models like Shannon-Weaver are not suitable for communication cycle diagrams.

Communication Cycle Strategies

What are the 6 stages of communication cycle?

The six primary components of a communication cycle are sender, encoding, message, medium, receiver, decoding, and noise. The communication process starts with a sender transmitting a message to a receiver through a medium. The receiver responds in an appropriate time frame (feedback). This simple back-and-forth example where the sender and receiver reciprocate roles represents the communication cycle.

Why is communication cycle important?

Communication permeates society, one of the most critical pieces that make up group dynamics. Indeed, we can build effective businesses connecting millions of people worldwide by understanding how communication works.

Read Next: Lasswell Communication Model , Linear Model Of Communication .

Connected Communication Models

Aristotle’s Model of Communication

Communication Cycle

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Lasswell Communication Model

Modus Tollens

Five Cannons of Rhetoric

Communication Strategy

Noise if Communication

7 Cs of Communication

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Horizontal Communication

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The Communication Cycle

Related Papers

misbah memon

International Res Jour Managt Socio Human

Communication is derived from the Latin word commūnicāre, meaning "to share". It is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behavior. It is the meaningful exchange of information between two or more living creatures. Communication is “any act by which one person gives to or receives information from another person about his needs, desires, perceptions, knowledge, or affective states. Communication may be intentional or unintentional may involve conventional or unconventional signals, may take linguistic or non-linguistic forms, and may occur through spoken or other modes.”

Chia Shun Kit

As a manager, we need to know the different aspects of communication in order to communicate effectively and efficiently. And at this moment, barriers of communication will occur. Barriers of communication are obstacles that affects in the workplace from exchanging ideas and thoughts. By eliminating those barriers, it helps us to prevent misunderstanding. Put it in a simple way, barriers are equivalent to “Noise” (Danny, 2009). The objective of this report aims to achieve the following targets: 1. To scrutinize five types of communication barriers that will distort the message delivery process. 2. To elicit three ways how managers can improve their communication skills.

Giang Nguyen Quynh

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Prince Emmanuel Ogbonnaya

Naiyar Azam , Drjohn Vel

Communication is the act of conveying information for the purpose of creating a shared understanding. It's something that humans do every day. In other words, Communication is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behaviour. Pragmatics defines communication as any sign-mediated interaction that follows combinatorial, context-specific and content-coherent rules.

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What we know about CrowdStrike’s update fail that’s causing global outages and travel chaos

A faulty software update issued by security giant CrowdStrike has resulted in a massive overnight outage that’s affected Windows computers around the world , disrupting businesses, airports, train stations, banks, broadcasters and the healthcare sector.

CrowdStrike said the outage was not caused by a cyberattack, but was the result of a “defect” in a software update for its flagship security product, Falcon Sensor. The defect caused any Windows computers that Falcon is installed on to crash without fully loading.

“The issue has been identified, isolated and a fix has been deployed,” said CrowdStrike in a statement on Friday . Some businesses and organizations are beginning to recover, but many expect the outages to drag on into the weekend or next week given the complexity of the fix. CrowdStrike CEO George Kurtz told NBC News that it may take “some time for some systems that just automatically won’t recover.” In a later tweet , Kurtz apologized for the disruption.

Here’s everything you need to know about the outages.

What happened?

Late Thursday into Friday, reports began to emerge of IT problems wherein Windows computers were getting stuck with the infamous “blue screen of death” — a bright blue error screen with a message that displays when Windows encounters a critical failure, crashes or cannot load.

The outages were first noticed in Australia early on Friday, and reports quickly came in from the rest of Asia and Europe as the regions began their day, as well as the United States.

Within a short time, CrowdStrike confirmed that a software update for Falcon had malfunctioned and was causing Windows computers that had the software installed to crash. Falcon lets CrowdStrike remotely analyze and check for malicious threats and malware on installed computers.

At around the same time, Microsoft reported a significant outage at one of its most used Azure cloud regions covering much of the central United States. A spokesperson for Microsoft told TechCrunch that its outage was unrelated to CrowdStrike’s incident .

Around Friday noon (Eastern time), Microsoft CEO Satya Nadella posted on X saying the company is aware of the CrowdStrike botched update and is “working closely with CrowdStrike and across the industry to provide customers technical guidance and support to safely bring their systems back online.”

What is CrowdStrike and what does Falcon Sensor do?

CrowdStrike, founded in 2011, has quickly grown into a cybersecurity giant. Today the company provides software and services to 29,000 corporate customers, including around half of Fortune 500 companies, 43 out of 50 U.S. states and eight out of the top 10 tech firms, according to its website .

The company’s cybersecurity software, Falcon, is used by enterprises to manage security on millions of computers around the world. These businesses include large corporations, hospitals, transportation hubs and government departments. Most consumer devices do not run Falcon and are unaffected by this outage.

One of the company’s biggest recent claims to fame was when it caught a group of Russian government hackers breaking into the Democratic National Committee ahead of the 2016 U.S. presidential election. CrowdStrike is also known for using memorable animal-themed names for the hacking groups it tracks based on their nationality, such as: Fancy Bear , believed to be part of Russia’s General Staff Main Intelligence Directorate, or GRU; Cozy Bear , believed to be part of Russia’s Foreign Intelligence Service, or SVR; Gothic Panda , believed to be a Chinese government group; and Charming Kitten , believed to be an Iranian state-backed group. The company even makes action figures to represent these groups, which it sells as swag .

CrowdStrike is so big it’s one of the sponsors of the Mercedes F1 team , and this year even aired a Super Bowl ad — a first for a cybersecurity company. 

Who are the outages affecting?

Practically anyone who during their everyday life interacts with a computer system running software from CrowdStrike is affected, even if the computer isn’t theirs. 

These devices include the cash registers at grocery stores, departure boards at airports and train stations, school computers, your work-issued laptops and desktops, airport check-in systems, airlines’ own ticketing and scheduling platforms, healthcare networks and many more. Because CrowdStrike’s software is so ubiquitous, the outages are causing chaos around the world in a variety of ways. A single affected Windows computer in a fleet of systems could be enough to disrupt the network. 

TechCrunch reporters around the world are seeing and experiencing outages, including at points of travel, doctors’ offices and online. Early on Friday, the Federal Aviation Administration put in effect a ground stop, effectively grounding flights across the United States, citing the disruption. It looks like so far the national Amtrak rail network is functioning as normal. 

What is the U.S. government doing so far?

Given that the problem stems from a company, there isn’t much that the U.S. federal government can do. According to a pool report, President Biden was briefed on the CrowdStrike outage, and “his team is in touch with CrowdStrike and impacted entities.” That’s in large part because the federal government is a customer of CrowdStrike and also affected.

Several federal agencies are affected by the incident, including the Department of Education , and Social Security Administration, which said Friday that it closed its offices as a result of the outage.

The pool report said Biden’s team is “engaged across the interagency to get sector by sector updates throughout the day and is standing by to provide assistance as needed.” 

In a separate tweet, Homeland Security said it was working with its U.S. cybersecurity agency CISA, CrowdStrike and Microsoft — as well as its federal, state, local and critical infrastructure partners — to “fully assess and address system outages.”

There will no doubt be questions for CrowdStrike (and to some extent Microsoft, whose unrelated outage also caused disruption overnight for its customers) from government and congressional investigators. 

For now, the immediate focus will be on the recovery of affected systems.

How do affected customers fix their Windows computers?

The major problem here is that CrowdStrike’s Falcon Sensor software malfunctioned, causing Windows machines to crash, and there’s no easy way to fix that. 

So far, CrowdStrike has issued a patch, and it has also detailed a workaround that could help affected systems function normally until it has a permanent solution. One option is for users to “reboot the [affected computer] to give it an opportunity to download the reverted channel file,” referring to the fixed file.

In a message to users , CrowdStrike detailed a few steps customers can take, one of which requires physical access to an affected system to remove the defective file. CrowdStrike says users should boot the computer into Safe Mode or Windows Recovery Environment, navigate to the CrowdStrike directory, and delete the faulty file “C-00000291*.sys.”

The wider problem with having to fix the file manually could be a major headache for companies and organizations with large numbers of computers, or Windows-powered servers in datacenters or locations that might be in another region, or an entirely different country.

CISA warns that malicious actors are ‘taking advantage’ of the outage

In a statement on Friday, CISA attributed the outages to the faulty CrowdStrike update and that the issue was not due to a cyberattack. CISA said that it was “working closely with CrowdStrike and federal, state, local, tribal and territorial partners, as well as critical infrastructure and international partners to assess impacts and support remediation efforts.”

CISA did note, however, that it has “observed threat actors taking advantage of this incident for phishing and other malicious activity.” The cybersecurity agency did not provide more specifics, but warned organizations to stay vigilant.

Malicious actors can and will exploit confusion and chaos to carry out cyberattacks on their own. Rachel Tobac, a social engineering expert and founder of cybersecurity firm SocialProof Security, said in a series of posts on X to “verify people are who they say they are before taking sensitive actions.”

“Criminals will attempt to use this IT outage to pretend to be IT to you or you to IT to steal access, passwords, codes, etc.,” Tobac said.

What do we know about misinformation so far?

It’s easy to understand why some might have thought that this outage was a cyberattack. Sudden outages, blue screens at airports, office computers filled with error messages, and chaos and confusion. As you might expect, a fair amount of misinformation is already flying around , even as social media sites incorrectly flag trending topics like “cyberattack.”

Remember to check official sources of news and information, and if something seems too good to be true, it might just well be.

TechCrunch will keep this report updated throughout the day.

TechCrunch’s Ram Iyer contributed reporting.

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How a Software Update Crashed Computers Around the World

And why this CrowdStrike outage is harder to fix.

By Lazaro Gamio

See the latest updates on the outage here .

Widespread computer and internet outages are rare. They are often caused by errors in a centralized source, like a cloud service or server farm that users rely on. At times, damage to cables or other physical equipment can bring systems down.

But the outage that sent computers crashing around the world on Friday was unique — and meant that resolving the problem has been much harder and time-consuming. It started with faulty code pushed directly to PCs by CrowdStrike, a cybersecurity firm that says it’s used by more than half of Fortune 500 companies.

The faulty code caused the affected machines to enter an endless loop of reboots, taking them offline. That made it harder for the company to issue a fix online from afar.

Unless experts find a way to fix the machines remotely, each one will have to be fixed individually by a person manually removing the faulty code. CrowdStrike may also find a way to automate the process, which would speed things up.

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