and commonness are ideas that crop up in any attempt to define the termcommunication.According to Denis McQuail, communication is a process, which increases,commonality - but also requires elements of commonality for it to occur at all. Acommon language, for instance, does not necessarily bring people together. Thereare other factors too at play such as a shared culture and a common interest, which bring about a sense of commonality and more significantly, a sense of community.Denis McQuail sees ‘
’ in linear terms as the sending of meaningful messages from one person to another. These messages could be oral or written, visual or olfactory. He also takes such things as laws, customs, practices,and ways of dressing, gestures, buildings, gardens, military parades, and flags to becommunication.Thus, ‘communication’ can be defined as ‘
the interchange of thoughts or ideas
’.Again ‘communication’ is viewed as a transmission of information, consisting of discriminative stimuli, from a source to recipient’. In everyday life, thecommunication is a system through which the messages are sent, and feedback received. It is therefore, the process of transferring particular information or message from an information source to desired, definite or a particular destination.One of the main elements of communication messages is
Theeffectiveness of communication is limited by the receiver’s range of perception.Also, people perceive only what they expect and understand. Lastly,communication makes a demand on the recipient, in terms of his emotional preference or rejection. Thus, communication is not to be confused withinformation. While information is logical, formal and impersonal, communicationis perception.Communication is more than mere transferring or transmission of ideas or thoughts. It is not a static act as some of the earlier definitions suggest but it is adynamic process of action and interaction towards a desired goal, as suggested bylater definitions. Communication is, therefore, a
process of sharing or exchangeof ideas, information, knowledge, attitude or feeling among two or morepersons through certain signs and symbols.
What do we find in the above definition? It says that two or more persons areinvolved in the act, the one who gives information (sender) and the one whoreceives it (receiver). What is being shared? An idea or information, or an attitude(message) is being shared. And through what means? The information is shared or exchanged through certain signs or symbols; it could be language, oral or written.