COMMUNICATION AND ADOPTION 3(3+0)

Lesson 12 : Models of Communication

Rogers and shoemaker’s model

Rogers and shoemaker (1971) thought of the communication process in terms of the

S-M-C-R-E model, the components of which are –

1. Source
2. Message
3. Channel
4. Receiver
5. Effects

According to them the source (S) sends the message (M) via a certain channel (C) to the receiving individual (R) which causes some effect.