Deflayer Communication Model

Melvin Lawrence Defluer (April 27, 1923 - February 13, 2017) is a professor and scientist in the field of communications. His original research area was social science.

The Defluer Communication Model is an extended version of the Shannon-Weaver Communication Model . The provisions of the “Communication Model of B. Westley and M. Maclean”, which describes the circular process of communication with feedback from the receiver, are also taken as the basis.

The Shannon-Weaver model is a one-way communication, and explains the role of noise in the communication process. The Westley-Macklin model is a two-way communication, for the first time they introduced an important component called “linear feedback” in the communication model. The defluer combines these two models and creates a new model called the “Defluer Communication Model”.

As with any other model, in the Deflayer Communication Model, communication arises from the source. Then it is sent to the transmitter, which controls the signal, after which the channel transmits it to the receiver. As soon as the message reaches the addressee, the receiver sends feedback. Feedback allows the sender to determine if proper communication has been made. Here, the recipient assumes the role of the sender by sending feedback, while the sender becomes the recipient, receiving feedback. Noise can occur at any stage of this model.

A feedback device is an important feature of this model. Feedback is provided by the target audience, which differs from the recipients, regardless of whether the message is received or not. This feedback device helps analyze the target audience (as separate from the receivers). Here, all these receivers are not considered as the target audience, because the target audience will do some kind of feedback, which will help to find the target audience using the feedback device.

The basic concept of the Defluer communication model can be represented by an example: Suppose a brand wants to advertise its product to its audience. Advertising is removed and transmitted by the media (television, Internet, etc.). The message reaches the target audience through the receiver (TV, telephone, etc.). The target audience then provides feedback through another medium, such as social networks or email. Feedback from the target audience allows the brand to know whether their products are successful or not. For example, in January 2018, the Swedish retail giant H&M distributed an online ad with a black boy wearing a sweatshirt that read: “The coolest monkey in the jungle.” The racial tint of advertising has sparked widespread reaction on Twitter . After receiving overwhelming negative feedback, H&M announced that the sweatshirt was removed from their product line. [2]

One of the important aspects of the communication model is the two communication processes that have been proposed by Defluer. And also this model is the first to introduce both two-way feedback and the target audience into the communication process.

In the structure of his model, Defluyer expands the Shannon-Weaver communication model. He suggests that the communication model is a cyclical process and allows for two-way feedback. Throughout this communication process, noise can occur at any stage.

The defluer communication model includes:

1. The source of information
2. Sender
3. Channel
4. The recipient
5. goal

The defluer depicts the source, channel, recipient and target as separate sections of the media. The source of information can be anything. A person, animal, plants and machines or tools can become a source of information, and the information collected can become a cognitive process. There is a connection between the sender and the recipient, so the message is sent through a specific channel. The transmission channel can also be represented in any form.

To date, the Defluer communication model is more efficient and is the most frequently used communication process than the Shannon-Weaver model.

The advantage of this scheme is the obviousness of the fact that the message sent by the source and the message reaching the recipient have different values. The inability of communication participants to realize that the message sent and received does not always coincide is a frequent cause of communication exchange difficulties. This important idea, embedded in the Shannon-Weaver model, attracted attention and was developed in the studies of Defluer, who expanded the original model into a more extensive network. [3]

In the modern world where the communication process is undergoing transformation, the Defluer model is still very relevant, since it is these two methods of communication that give completeness to any type of communication. The circular process and two communication methods with feedback from the target audience make the Defluer model a more effective way of communication than the Shannon-Weaver communication model. [four]

• De Fleur Model of Communication // Businesstopia
• Communication Theory. All About Theories for Communication.
• Melvin De Fleur's model of communication. Compare it with Shannon and Weaver's model