In this session we looked at communication theory, in particular 'The Shannon-Weaver Mathematical Model, 1949'. This is only one of hundreds of various theories that all try to explain the process and stages of communication and how it works. For this particular model, the simplicity is one of its key strengths and is a very good starting point for us in understanding communication. Due to this simplicity we can also rather easily apply it to graphic design and visual communication which should help us to become more aware and therefore better designers.
The 5 stages of communication are:
- Information Source
- Transmitter (Encoder)
- Channel
- Receiver (Decoder)
- Destination
As you can see from this visual interpretation of the Shannon-Weaver Communication Model, a message is sent from the information source to the transmitter where it is then encoded into a signal which is sent via a channel. It is then received and decoded, thus translating it back, hopefully into its original message and ending at its destination. Another element within this model is 'Noise Source' which is something that affects the overall communication.
How can this be applied to Graphic Design?
We then discussed in pairs how we can apply this model to graphic design and the way in which we, as designers, think that our way of communicating would fit into this model.
- Information Source - Brief/Problem/Research
- Transmitter - Concept/Design
- Channel - Production
- Receiver - Format/Distribution
- Destination - Audience
We discussed our ideas and went through all the different possibilities that each stage of the model could represent. Our interpretation seemed to fit with the general consensus of the class, any ideas raised that I felt added to our ideas I have included.
What could stop the communication at each stage?
- Information Source - Poor communication between the client and designer
- Transmitter - Bad design/Poorly informed concepts/No consideration of audience
- Channel - Print problems/Costings/Context design will be seen in
- Receiver - Misinterpretation/Offensive/ Use of language/Tone of voice
- Destination - Lack of feedback
After some discussing as a whole group, we started to become more aware that different stages linked to other stages and often both had a lot of impact on each other. For example, the transmission and receiving of information are directly linked. However, one of the flaws with this model is that it is completely linear and doesn't allow for things such as feedback.
How could you prevent these problems from occurring?
- Information Source - Ask more questions to ensure brief/Research more
- Transmitter - Practice design/Mock-ups/Feedback from target audience
- Channel - Planning/Consider possible limits of channel and ensure that the design will still be able to communicate no matter what could go wrong
- Receiver - Make it universal, understandable and applicable to chosen audience
- Destination - Get feedback/Understand strengths and weaknesses of final outcome
The 'Noise Source' is another element of this model that has so far been fairly ignored. The noise source is anything that interferes with the communication and it can affect the communication at any stage of the process.
What could be classed as noise within each stage?
- Information Source - 'Money Men' and Budgeting issues/Ethics
- Transmitter - Personal style/Client interfering
- Channel - Weathering/Vandalism/Limitation of chosen medium
- Receiver - Colour blind/Illiterate/Context it is seen, what it is seen alongside
- Destination - Sub Cultural opinions/Prejudice
These problems are all categorised into three different levels; Technical Problems, Semantic Problems and Effectiveness problems.
- Level A - Technical Problems
- Level B - Semantic Problems
- Level C - Effectiveness problems
Noise is often seen as being a negative thing that reduces and muffles communication, like static on a television screen. However this isn't always the case as sometimes noise is used to enhance the design or make an existing channel of communication become warped.
Zines are a perfect example of how noise has become an aesthetic quality. Often when people are creating zines they are working to an almost non-exist budget and there in order to create a larger quantity a photocopier would be used; this often results in some noise and a poorer quality of communication. However, it has now become a desired aesthetic across many zines and is often intended.
Another way in which noise is used as a positive in order to actually improve the communication of the message is through vandalism of existing channels of communication. By taking these existing channels and adding noise it can completely alter the intended message. However in order for this to work effectively, and for someone to be a successful 'visual pirate', they first need to understand the subject and the original channel of communication. Here are some examples of this in the real world:
Redundancy vs Entropy:
Redundancy is:
If you wanted to communicate to a wide audience, you would make it redundant, meaning it would be easily understandable as it is based off a set of already existing and agreed rules. This makes it more efficient and effective, the information being simple and straight forward. Often redundant acts will perpetuate existing prejudices and stereotypes as it works around preconceived ideas. For example, Chinese takeaway menu's will be very redundant in design. They all share very similar aesthetics which is how we expect Chinese menu's to look, despite this not being how Chinese people would necessarily expect them to appear.Entropy is:
- Low Predictability
- Unconventional
- High Information
TASK: Apply the Shannon-Weaver model to an example of communication.
How widely is this applicable? How useful do you find this exercise? What are the main communicative functions of redundancy? What do we mean by saying the English language is 50% redundant?
Discuss the ways in which convention can be said to facilitate understanding. Think of visual communication that breaks or extends specific convention. How does this affect the desire to communicate or what the audience read?
The example of communication that I have chosen to look at and apply the Shannon-Weaver model to is this:
One Prime Creative -
I have decided to look at the branding and self-identity of One Prime Creative, a graphic designer named Wanda Priem from Johannesburg. In this project, she played with the idea of 'prime' and this concept ran throughout all of her outcomes.
This whole project was self initiated and completely focuses on the idea of self promotion and branding. Therefore, when thinking in terms of the Shannon-Weaver model, the 'information source' can be identified as the design problem she is trying to communicate: her own personal identity. The transmitter, as named in the Shannon-Weaver model, could be thought of as being Wanda Priem herself, as she is one responsible for communicating the information in an appropriate visual format.
In this case, the channel could then refer to the outcomes from the project. There are many different formats of design that were produced for this project, including: name, logo, business card, letterhead, quotation form, fax form, data sheet, poster, and a promotional gift. She has played with two meanings of the word 'prime'; one being that of prime numbers and the other referring to the literal meaning of prime, 'of best possible quality'. These two concepts have run throughout all of the varying formats and have helped to keep consistency within all of the aspects of the project.
Looking at the Shannon-Weaver model, I would link the term 'receiver' to the distribution of her work. This work has been displayed in many areas of the internet, starting on social media sites such as Behance. This would also be given out by Wanda Priem herself to potential customers and clients.
Finally the 'destination', as labelled in the model, refers to the target audience. These are the potential customers and clients I have previously mentioned, as opposed to the many people that would just come across this work online.
I have decided to look at the branding and self-identity of One Prime Creative, a graphic designer named Wanda Priem from Johannesburg. In this project, she played with the idea of 'prime' and this concept ran throughout all of her outcomes.
This whole project was self initiated and completely focuses on the idea of self promotion and branding. Therefore, when thinking in terms of the Shannon-Weaver model, the 'information source' can be identified as the design problem she is trying to communicate: her own personal identity. The transmitter, as named in the Shannon-Weaver model, could be thought of as being Wanda Priem herself, as she is one responsible for communicating the information in an appropriate visual format.
In this case, the channel could then refer to the outcomes from the project. There are many different formats of design that were produced for this project, including: name, logo, business card, letterhead, quotation form, fax form, data sheet, poster, and a promotional gift. She has played with two meanings of the word 'prime'; one being that of prime numbers and the other referring to the literal meaning of prime, 'of best possible quality'. These two concepts have run throughout all of the varying formats and have helped to keep consistency within all of the aspects of the project.
Looking at the Shannon-Weaver model, I would link the term 'receiver' to the distribution of her work. This work has been displayed in many areas of the internet, starting on social media sites such as Behance. This would also be given out by Wanda Priem herself to potential customers and clients.
Finally the 'destination', as labelled in the model, refers to the target audience. These are the potential customers and clients I have previously mentioned, as opposed to the many people that would just come across this work online.
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