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June 24, 2019

Moving away from the Shannon and Weaver model

Understanding how to communicate using the Shannon and Weaver model

So much of one’s daily life revolves around communication. Throughout history, communication has been studied thoroughly, with a number of experts positing models and theories about what encompasses this often-elusive activity.

Here, we explore perhaps the most well known of these schools of thought – the Shannon and Weaver model – what it is, how relevant is it in today’s context and how it can be improved.

What is the Shannon and Weaver model?

Developed by Claude Shannon and Warren Weaver in 1949, the Shannon and Weaver model is very popular when it comes to communication theory, and can be traditionally illustrated by a simple telephone conversation.

For example, let’s say Person A (Stacy) wants to call her friend Person B (Laura) to invite her to go swimming. When Stacy picks up the phone to make the call to Laura, she becomes the sender (or the source). The transmitter, or encoder, will be the telephone which Stacy speaks into, and the channel is therefore the telephone’s cable, which makes it possible for the two girls to communicate. Laura’s phone picks up the message from Stacy and, in doing so, becomes the receiver. Finally, the message reaches Laura, who is the destination.

Today, however, these components may no longer be valid. The question we’re exploring is: why?

Issues with the Shannon and Weaver model

Most of the issues with the Shannon and Weaver transmission model stem from the belief that “the context for the model had nothing to do with human communication.”

Many claim that the model doesn’t leave room for simple human nature, like using the wrong choice of words or the nuances of today’s technological world, which carries with it a variety of inherent consequences.  

Critics also say that “you cannot reduce or isolate the elements of a communication situation and make any sense out of them, because communication is a ‘big picture’ that is greater than the sum of its parts.”

In other words, the Shannon and Weaver model isn’t extensive enough. It focuses on linear communication when, in reality, it might take a sum of back-and-forths before a message’s meaning can be deciphered. The roles of receiver and decoder continually alternate, and there is no better example of this than the digital media revolution and its effect on the news.

How can the Shannon and Weaver model be improved?

The Shannon and Weaver model is not as easily applied to the communication systems of today, which are much more complicated than the operation of a simple wired telephone.

In the internet age, information is no longer spread in the traditional source-to-destination fashion. Considering the complexity of the internet, and the millions of people and components that form its infrastructure, the Shannon and Weaver model starts to look extremely simplistic.

Consider how a modern online news outlet communicates to its readers. Starting with a source – such as a news article, a tweet, a photograph and so on – where then is the transmitter? Is it the keys on the author’s keyboard that encode the typing to a digital signal? Is it the antenna in the laptop that sends the article to the Wi-Fi router in the office?

And what about the channel? Is it air between the sender’s laptop and the router? Is it the infrastructure of network cables, computers and exchanges between the computer and where the website is hosted?

What of the receiver and the destination? It’s taken for granted that everybody is free to access a news website and to share them with others via links. Not only can people consume this content, they can react to them on social media, creating a dialogue that leads to the further transmission of messages, and so on and so forth.

The Shannon and Weaver model doesn’t account for the public — who were once primarily the receivers — becoming the sources. According to the Guardian, in today’s context there is a “tsunami of primary source, on-the-spot reporting going on all over the planet. It just needs to be focused, edited and published.”

For any communications model to be considered reliable in the digital age, it needs to take into account the millions of possible news sources and the fluidity within modern messaging processes used in modern times.

Therefore, all components of the Shannon and Weaver model are — in modern reality — operating interchangeably. The model should be updated to a branching parallel system, where information spreads out in an undefined and uncontrolled way.

To find out more about communication on social media platforms, read our post on tips to consider when putting together a Social Media Campaign. 

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During a time of surging prices Buy Now, Pay Later (BNPL) has gradually transformed consumer patterns of behaviour in a largely heterogenous Southeast Asian region.

High mobile penetration has given social media access to a younger demographic that perceive BNPL as an enticing option with no accessibility issues.

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A largely rural and underbanked population became very susceptible to predatory inclusion leading to increased calls for regulation. This helped in changing the consumer perception of BNPL from 'free money' to 'lent money'.

The geography and the type of manufacturers present in the region also play a huge role in the kind of commodities bought by audiences. BNPL providers work by assessing the standard of living of the population that's largely underserved, and provide offers accordingly.

Brands, interestingly grabbed the opportunity of providing these services to consumers involving less bureaucratic processes. Therefore, consumers are stuck in the dichotomy of maintaining restraint when it comes to spending, but also having the fear of missing out when brands make everything so much more appealing.

News outlets maintain conversation around regulation and that providers' lending processes need to be responsible and compliant, especially in an industry with an uncertain future.

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Buy Now, Pay Later: mapping dominant narratives and spending habits in an underbanked Southeast Asia

Explore how BNPL is transforming consumer spending with dominating Southeast Asian regional narratives amidst growing regulation.

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During a time of high interest rates and restrained spending, Buy Now, Pay Later (BNPL) is offering another avenue for consumers to cope financially.

In this environment individual approaches to finances are shifting with a growing number utilising BNPL for essentials rather than luxuries. As a result, attitudes towards spending are also evolving.

There are increased calls for regulation and scrutiny of the sector, with proposals for oversight similar to that of traditional credit cards. For brands even tangentially involved in the sector, and the PR & Comms professionals in situ, understanding what messaging resonates, where risk lies and how trust might be earned is essential.

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As the spotlight on sustainability intensifies year by year, it has become a focal point for legislators, media entities, and audiences worldwide.

This dynamic environment demands that brands and institutions elevate their standards in messaging and actions, holding them accountable like never before. For professionals in the PR & Comms realm, it is imperative to grasp not only how sustainability is being discussed but also the potential pitfalls, such as greenwashing, and gain a profound understanding of the diverse audiences receiving these messages.

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data-driven PR

Data-driven PR is a key driver of targeted communications strategies, but the strategy isn’t solely dependent on the large volumes of data being hosted online. The real challenge lies not in quantifying the abundance of information but in our ability to unearth actionable insights from this virtual goldmine. In this web of stakeholder engagement, the true art lies in analysing and applying the wealth of intelligence buried within.

Data lakes are essential for tech businesses but don't get bogged down by the amount of information. The goal is to sort through the maze of data, merging different sources and perspectives using media and stakeholder intelligence. These intelligence tools uses data mining and data science to analyse public, social, and editorial media content. It refers to marketing systems synthesising billions of online conversations into relevant information. When communicating with data, it’s beneficial to keep the following approaches in mind to effectively achieve your objectives.

Unlocking Data's Capabilities

Contrary to popular belief, the volume of data isn't the priority. It's the strategic application that truly matters. For organisations deeply entrenched in the tech sphere, data lakes have become foundational. Yet, let's not get caught in the vortex of sheer volume. Our purpose lies in deciphering the data labyrinth, piecing together the global and the hyperlocal, infusing social and political insights, and fusing disparate data sources. This means blending research surveys, online feedback, web searches, and in intriguing cases - insights from the elusive dark web.

Media and stakeholder intelligence allows clients to discern the intricate narratives woven by their audience.

Consider the following approaches:

  1. Segmentation Strategy: Divide data into stakeholder groups to tailor messaging and strategies effectively.
  1. Strategic Metrics: Define key metrics aligned with goals (e.g. sentiment and engagement) for actionable insights.
  1. Holistic Insights: Combine global media trends, local narratives, and social data using visualisation tools.

Deciphering Stakeholder Dynamics

To unlock the potential of stakeholder engagement in your PR and communications strategies, it’s essential to follow a multi-faceted approach. 

Start by categorising your stakeholders strategically, as this segmentation forms the foundation for creating tailored and impactful engagement strategies. Additionally, keep a close eye on social conversations and online communities, as these platforms provide valuable insights into emerging trends and sentiment. Adaptability is key when it comes to messaging; personalise your communication to address the specific needs and concerns of each stakeholder group. By aiming for authenticity, you can build stronger connections and foster trust.

To unlock stakeholder potential, apply the following:

  1. Stakeholder Map: Categorise stakeholders by power, influence, and relevance to create focused engagement strategies.
  1. Narrative Tracking: Monitor social conversations and online communities to uncover emerging trends and sentiment.
  1. Customised Engagement: Craft messages aligned with stakeholder concerns to enhance authenticity.

Embracing Stakeholder Advocacy

On the journey to authenticity, harnessing the potential of stakeholder advocacy emerges as a vital strategy. This is particularly potent in areas like environmental, social, and governance (ESG) and diversity and inclusion (DNI), where credibility isn't instantaneous but a journey. Collaborating with stakeholders who share similar objectives creates a powerful ripple effect. Their advocacy becomes a strong ally, propelling organisations toward credibility. It's a co-creation of value that resonates and reverberates. 

Harness the powers of stakeholder advocacy with the following:

  1. Advocate Identification: Find stakeholders who share values, especially in ESG or DNI areas.
  1. Partnerships: Collaborate with advocates on initiatives, content, or events for credibility.
  1. Co-Creation: Share narratives with advocates to build trust and resonate with stakeholders.

Turning Theory into Practice

Putting these principles into a tangible context, consider the hypothetical case of an Australian non-profit organisation during the pandemic. As traditional face-to-face engagement became impractical, the organisation could have identified an opportunity to leverage online platforms.

Recognising the increasing digital engagement among their target audience, the organisation explored social media groups dedicated to mental health support. These are opportunities to join conversations and foster authentic connections with individuals seeking guidance during isolation.

By embracing this new avenue, the organisation can not only maintain their engagement but also expand their reach through solutions like virtual support groups, the sharing of helpful resources, and even organised online events to address the community's pressing needs. This adaptability not only showcases their commitment but also demonstrates the power of stakeholder-centric content in an evolving landscape.

Sailing Toward Success

In PR and communications, data is crucial, and insight is valuable. Prioritise stakeholder needs with strategic data segmentation, aligned metrics, and a combination of global and local data. Understand stakeholder dynamics to engage with them effectively. Advocacy and collaboration can build credibility and trust. This discussion empowers PR professionals with tools to translate insights into action.

Ready to turn insights into impact? Enter Isentia's research solutions and media intelligence platform. Seamlessly tackle data segmentation, decode stakeholder dynamics, and embrace authenticity through advocacy. 

Unlock Your Communication Potential with Isentia Today.

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Navigating Data-Driven PR & Comms in a Stakeholder-Centric Landscape

Data-driven PR is a key driver of targeted communications strategies, but the strategy isn’t solely dependent on the large volumes of data being hosted online. The real challenge lies not in quantifying the abundance of information but in our ability to unearth actionable insights from this virtual goldmine. In this web of stakeholder engagement, the […]

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