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bba-206

bba-206

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Published by: Cp Prasad on Aug 16, 2011
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 1Subject:
Business Communication
 Course Code:
BBA-206
Author:
Dr. B.S. Bodla
 Lesson:
1
Vetter:
Dr. Karam Pal
 
COMMUNICATION AND ITS SIGNIFICANCE
STRUCTURE
1.0 Objectives1.1 Introduction1.2 Meaning of communication1.3 The communication situation1.4 The communication process1.5 Objectives of communication1.6 Significance of communication in business1.7 Summary1.8 Keywords1.8 Self assessment questions1.9 References/suggested readings
1.0 OBJECTIVES
After going through this lesson, you should be able to-
Define communication and business communication.
Understand the process of communication.
Explain nature and significance of business communication.
1.1 INTRODUCTION
We are living in a world which is totally networked withcommunication. With the advent of fast technology, the world hasbecome a global village. The information sharing among various groupsin society at national and international levels has become very smooth,
 
 2effective and efficient. With the click of small button on computer, youcan easily get any information according to your needs and choice. Youcannot just think of a world or situation where there is no exchange of ideas, feelings, emotions, reactions, propositions, facts and figures. Fromtime immemorial, communication has been the most important activitiesof the human lives. The integration of the world economy has been madepossible with strong and efficient channel of communication. The natureof communication has gone a significant change during the last dealers.Now the economic power lies in the hands of the countries having verysound information technology network. Communication is importantfrom the point of view of understanding it in terms of a process, system,interactional base and structuring. There are various objectives of communication in business organisations.
1.2 MEANING OF COMMUNICATION
 There are various definitions and meaning interpreted by differentscholars. T.S. Matthews says that Communication is something sodifficult that we can never put it in simple words. But we do need adefinition to understand the concept. In his book
Communication in Business,
Peter Little defines communication as the process by whichinformation is transmitted between individuals and/ or organizations sothat an understandable response results. W.H. Newman and C.F.Summer Jr. defines communication as, “Communication is an exchangeof facts, ideas, opinions, or emotions by two or more persons”.Obviously, ‘information’ is the key word in the first definition. Butthis definition does not indicate the objects about which information is tobe transmitted. This is precisely what is provided in the seconddefinition. Communication transmits information not only about tangiblefacts and determinable ideas and opinions but also about emotions.When a communicator passes on or transmits some information, he may
 
 3also, either intentionally or unconsciously, be communicating hisattitude or the frame of his mind. And sometimes the latter may be morerelevant to the reality that is being communicated. The following definition offered by William Scott in his book‘ 
Organisation Theory’ 
should appear comprehensive and speciallysatisfying to the students of ‘business communication’ since it touches allaspects of the communication process:“Administrative communication is a process which involves thetransmission and accurate replication of ideas ensured by feedback forthe purpose of eliciting actions which will accomplish organizationalgoals.”
This definition emphasizes four important points:
1. The process of communication involves the communicationof ideas.2. The ideas should be accurately replicated (reproduced) in thereceiver’s mind, i.e., the receiver should get exactly the sameideas as were transmitted. If the process of communication isperfect, there will be no dilution, exaggeration or distortion of the ideas.3. The transmitter is assured of the accurate replication of theideas by feedback, i.e., by the receiver’s response which iscommunicated back to the transmitter. Here it is suggestedthat communication is a two-way process includingtransmission of feedback.4. The purpose of all communication is to elicit action.It is quite comprehensive definition and covers almost all aspects of communication. But two comments can be made on it:1. The concept of ideas should be adequately enlarged toinclude emotions also.

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