Gerbner was an American communication theorist who explained communication as a process through which a person perceives an event, interprets it and communicates a message about it to others.
His model highlights the
importance of perception, interpretation and the role of media in shaping messages.
In simple words, two people may
observe the same event but understand or communicate it differently because of
their personal experiences, beliefs and backgrounds.
Important Elements of
Gerbner’s Model
1. Event (E): An event
is something that happens in the real world.
Example: Heavy rainfall causes
flooding in Mumbai.
2. Perception (M): A
person observes the event and forms an understanding of it. Perception
is influenced by:
· Personal experiences
· Knowledge
· Beliefs and opinions
· Culture and background
· Social environment
Example: A resident may see the
flooding as a result of poor drainage, while a municipal official may view it
as an outcome of unusually heavy rainfall.
3. Message (M): After observing
and interpreting the event, the person creates a message to communicate
information about it.
Example: A journalist reports
that several areas of Mumbai are waterlogged due to heavy rainfall.
4. Channel or Medium: The
channel is the means through which the message is communicated.
Examples include:
· Newspapers
· Television
· Radio
· Websites
· Instagram and other social media
platforms
Example: The journalist shares
the flood report through a television news bulletin and a digital news website.
5. Receiver: The receiver is
the person or audience who receives the message and interprets it.
Example: Mumbai residents watch
the news report and understand which areas are affected by flooding.
Case Study: Reporting a Road
Accident
Imagine a road accident takes
place near Bandra Station.
Stage 1 – Event: A car and a
two-wheeler collide near the station.
Stage 2 – Perception: A
journalist witnesses the accident and observes the situation. The journalist's
understanding is influenced by what they see and the information available.
Stage 3 – Message: The
journalist prepares a news report about the accident.
Stage 4 – Channel: The report
is broadcast on television and uploaded to a news portal.
Stage 5 – Receiver: Viewers
watch the report and form an understanding of the accident.
Different journalists may
report the same accident differently depending on the information they collect,
their interpretation and the angle of their report.
This demonstrates that
communication is influenced by how an event is perceived and presented.
Features of Gerbner's Model
1. Importance of Perception: Communication
begins with a person's observation and understanding of an event.
2. Subjective Nature: Different people may
interpret the same event differently.
3. Role of Media: The model explains how
events are converted into messages and communicated through different media.
4. Message Formation: A message is shaped
by the sender's understanding and interpretation.
5. Communication as a Process: It connects
real-world events with their representation through communication.
Advantages
of Gerbner's Model
1. It explains the importance of perception
in communication.
2. It helps us understand how the same
event can be presented differently.
3. It is useful in understanding journalism
and mass media.
4. It highlights the relationship between
real events and media representations.
5. It explains how personal experiences and
backgrounds influence communication.
Limitations of Gerbner's
Model
1. It may be difficult to understand
because of its detailed structure.
2. It does not fully explain the role of
feedback in every communication situation.
3. It does not give sufficient attention to
communication barriers.
4. It may not explain all the complexities
of modern digital communication.
Remember: Gerbner's Model
explains that communication is not simply about reporting what happens. It is
also about how people observe, interpret and present events to others.
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