COMMUNICATION THEORY

The Shannon-Weaver Mathematical Model, 1949

The model was developed for the US military and was originally applied to forms of communication such as telephone and radio.

It can, however, be extended to social and visual communication.

Although it is a simple model, this is a strength rather than a weakness.

In the model there are 5 distinct stages:

-                Information Source

-                Transmitter (Encoder)

-                Channel

-                Receiver (Decoder)

-                Destination

Process of graphic design as communication:

1.    Problem/Client/Brief/Concept

2.    Idea into visual (designing)

3.    Medium

4.    Communication

5.    Audience

Problems that could occur:

1.    Not understanding the initial problem.

Not enough detail.

Wrong information.

Too vague.

Conceptual problems.

2.    Bad designer.

Poor interpretation.

Poor concept.

Rushed.

Time management.

Poor consideration of audience.

3.    Cost.

Production problems.

Location.

Format.

4.    Misinterpreted.

Language.

Destination.

5.    Lack of feedback.

The Transmitter (Encoder) should empathise with the Receiver (Decoder).

 How would these problems be prevented:

1.    Question if vague.

More research.

Consultation.

2.    Practice.

Test.

Experiment.

Prototypes.

Feedback.

3.    Planning.

Consider limitations and design with this in mind.

4.    Their language.

Noise:

1.    Money men.

Ethics.

Distractions.

2.    Personal style.

Interfering clients.

Distractions.

Mind set.

3.    Limitation of media(s)

Technology/technological problems.

4.    Interpretation.

Understanding.

Location/situation/surroundings.

5.    Opinions.

Prejudices.

COMMUNICATION PROBLEMS

Level A       -        Technical Problems

-                How accurately can the message be transmitted?

Level B       -        Sematic Problems

-                How precisely is the message conveyed?

Level C       -        Effectiveness Problems

-                How effectively does the received meaning affect behavior?

Technical Problems

-                Bad print

-                Laptop issues

-                Shit designer

-                Software knowledge

-                Skills

Sematic Problems

-                Misinterpretation

-                Tone of voice

-                Colours

-                Anything that relies on visuals

Effectiveness Problems

-                Location

-                Feedback (lack of)

Noise can be a positive

-                A way to communicate.

-                Chose to be noise source with the aim to hijack/disrupt existing channels.

-                Subvert.

-                Still need to understand process regardless.

-                Outcome/design.

REDUNDANCY & ENTROPY

Redundancy         -        Something that has smooth communication.

Entropy                -        Unpredictable leaks.

Redundant Communicative Act

-                Usually extremely successful

-                Simple

-                Understandable

-                Wide audiences

-                Predictable

-                Readable

-                Essential

-                Make life easier

-                Efficient

-                Low information

-                Conservative

-                Mass produced

-                Conventional

Entropic Communicative Act

-                Complex

-                Low predictability

-                Unconventional

-                High information

-                Shock

-                Make people question

-                Make people think

-                High information

-                Niche audience