Icy Flame

This model of the mass media by the German academic Maletzke looks at first sight as if it might be a map of the Berlin underground. Don't be put off by its apparent complexity, though. Take the time to examine the whole model and take a careful look at the elements Maletzke lists. Although it may seem very complicated, you should immediately recognise some elements common to most general communication models, namely Communicator (C), Message (M), Medium and Receiver (R).

Although Maletzke's Model (1963) is perhaps now a little dated, you will probably find that, together with Berlo's S-M-C-R Model, this is one of the most useful general models to guide you through the various stages of developing practical work, even if you don't think of your artefact as belonging to the 'mass media'.

It is a particularly useful model in outlining the gatekeeping process at the Communicator 'end' of the process.

As you complete practical work, it's worth taking out some time to reflect on the choices you have made and to consider to what extent they have been determined by the factors Maletzke lists.

It's of some interest to note that Maletzke's model comprises four major elements, whereas the Lasswell Formula, which underlies many communication models, comprises five. Maletzke argues that the 'with what effect?' component of Lasswell's model properly belongs to sociological and psychological study of the receiver and should therefore not be introduced as a fifth component. He mentions in passing that other commentators have introduced a variety of different elements, for example:

Braddock has seven: 'Who says what to whom under what circumstances through what medium and with what effect? (Braddock, through further segmentation, eventually arrives at 84)
McLuhan has seven: source of information, the sensing process, sending, the flight of information or transportation of information, receiving, decision-making, the action
Gerbner differentiates between ten: (1)Someone (2)perceives an (3)event and (4)reacts in a (5)situation thorugh some (6)means to make available (7)materials in some (8)form and (9)context conveying (10)content of some consequence.
Maletzke insists that only four major categories are sufficient.