OSN ACADEMY PVT.

LTD
www.osnacademy.com
LUCKNOW
0522-4006074
SUBJECT – HOME SCIENCE
SUBJECT CODE – 12
UNIT – IX

9935 058 417

0522-4006074
 CONTENT
SL.NO. CHAPTERS

1. Basics of Communication
2. Communication systems and Theories
3. Concept of Development
4. Concepts of Development diffusion and Innovation
5. Role of Communication in development
6. Concerns of development communication
7. Advocacy and behavior change communication
8. Tradition, Modern and New Media for Development
9. Organisation/ institutes
10. Research Methods

[2]
 CHAPTER-1
BASIC OF COMMUNICATIONS

'Communis' the word means common. The act by which a person shares knowledge,
feelings, ideas information etc in ways such that each person gains a common understanding
is called communication. Communication is a process of social interaction, that is in a
communication situation, two or more individuals interact. The exchange of information,
knowledge, ideas and feelings is called communication. In a communication between two,
they try to tangibly influence the ideas, attitudes, knowledge and behaviour and behaviour of
each other. Communication, which is face to face is not just an exchange of information but
exchange of gestures expression, language, manner of expression and tone.
 Communication can occur without utterance of words (audio, visual, touch and smell
communicates).
 Communication is a two way process (Transmission of facts or information is carried out
such that the meaning intended and use of the message is understood by the
communicates and it becomes a two-way process.
 Communication has many varieties.

Importance of communication – Through the process of communication, the aims and

objectives of the programme are disseminated to the people and useful information to solve
their problems is to be passed on to them. The understanding of the communication process is
important for the extension workers.

The extension worker has to bring about a change. Unless he communicates

effectively, he cannot expect a change. The better the communication, the earlier will be the
development of the society.

Models of Communication
When a sender selects a certain message and gives it a special treatment over a
selected channel to a receiver who interprets the message, before taking the desired action,
communication takes place.

[3]
(1) Sender – They can be called the communicator or speaker or source. It is the person
or source that puts the process into operation. The sender may be the extension
worker / teacher. He decides what message is to be sent. A poor choice may fail to
communicate his message.
(2) Message – It is the information package. Which is to be conveyed.
(3) Treatment – The ways in which the message is handled before it is placed on the
channel is called its treatment.
(4) The channel – ie either a wire over the radio station or newspaper article etc.
(5) The receiver / audience – It may be a single person, a group or masses. The more
homogenous, the audience, greater are the chances of effective communication.

Other models of communication

Aristotle's Model – According to him, the three ingredients or elements essential for
communication are the speaker, the speech and the audience. Such communication takes
place in a face to face situation or in direct communication. The speech is either a message an
idea or a thought or feeling.

Shammon – Weaver Model – If we translate a source into speaker, the signal into speech
and destination into listener, we have the Aristotles model plus two more ingredients a
transmitter which sends out messages and a receiver which catches – the message to take it to
its destination.

Westley and Machean Model – They also have five elements / ingredients. The sender
encodes the message which is passed through a channel and is decoded and its meaning is
drawn after which the message is clear to the receiver.

Leagen's Model – It has six elements.

Though it is more or less designed on the pattern of Westley and Machean's model,
the terminology is different. The response of the audience is the sixth element. Leagen says
that it is a vital process especially when it is meant to bring about change in people.

Berlo Model – It has six elements.

This is different from the Westley model in that it adds message to his model.

[4]
Lasswell's Communication Model –

Lasswell's communication model has 5 components which is used as an analysis tool

for evaluating the communication process and components. Different components can be
explained by-
 Control Analysis helps the sender to have all the power.
 Control Analysis is associated to stereotyping and representation of different groups
politically.
 Media Analysis represents which medium should be used to exercise maximum power
against the receivers.
 Audience Analysis shows who are target population to be manipulated or brain-washed.
 Effect Analysis is done before the process starts. It is used to predict the effect of
message over the target population to be exploited.
Lasswell's model was initially developed to analyze mass communication. Lasswell
also brought the concept of Effective Communication Process. This model is similar to the
communication model proposed by claude Shannon and warren Weaver.
The major disadvantage of this model is that it does not include feedback and it
ignores the possibility of noise.

Functions of Communication
According to Lee Thayer, the basic functions of communication may be categorised as-
1. The information function – Adapting oneself to the environment, or adapting the
environment, or adapting the environment to oneself is called information. It is the basic
to all of the other applied functions of communication.
2. Command or instructive functions – The command and instructive functions of
communication are more observable in formal organisation than they are in informal
organisations. Individuals who are hierarchically superior within an organisational
structure are both privileged and obligated to command (and / or to control) certain task
related behaviour of their subordinates.
According to David Berlo, a person, can and will accept a communication as
authoritative only when the four conditions given below are simultaneously obtained –
(a) He can and does understand the communication.
(b) At the time of his decision he believes it to be compatible with his personal interest as a
whole.
(c) At the time of decision, he believes that at is not inconsistent with his purpose of
organisation.
(d) He is able mentally and physically to comply with it.
3. Influence or persuasive functions – "We communicate to influence, to effect with intent
the behaviour of other persons", Berlo. The purpose of influencing another's
comprehending system in some way would be to alter that receivers general beliefs,
understandings, values, orientations, etc in some desired way. By contrast, influencing
another's behaviour is typically. More action specific and situational.

[5]
4. Integrative functions – At the interpersonal level, the major functions of communication
is that of self integration or of continuously off setting any disintegration.

Dimensions of purpose
(a) The 'WHO' of purpose – Any analysis of communication purpose or of success in
achieving the response intended needs to raise and answer the question for whom was this
intended. When someone writes, another must read it, when someone speaks, another
must hear it. When the communication purposes of the source and receiver are
independent or complementary, communication can continue. When the purposes of the
source and receiver are incompatible, communication breaks down.
(b) The 'HOW' of purpose – How does the source or receiver intends to effect behaviour,
what kind of effect does he want to produce? This question needs to be analyzed from at
least two points of views, the consumatory and instrumental purposes.

Input − Wastage Output

= = Productivity
Input Input

Flow of Information

Purpose of Communication (Function)

1. Evaluation Function. Examination of activities to form an idea or judgment of the
worth of task is achieved through communication. Evaluating one‟s own inputs or another‟s
outputs or some ideological scheme demands an adequate and effective communication
process.
2. Directing Function. Directing others or being directed or instructed cannot take place
without complete communication process. The managerial function of directing involves
giving orders to employees immediately subordinate to do a task. An order may be command
order, request order or implied order.
3. Incidental Neutral Function. Many pieces of communication are not directly
connected with the accomplishment of the objectives of an organisation. Communication

[6]
sometimes may contribute indirectly to the organisational objectives and directly to the
satisfaction of individual needs that are compatible with organisation goals.
4. Teaching Function. The importance of personal safety on the job has been greatly
recognised A complete communication process is required to teach and educate workers
about personal safety on the job.
5. Image Projecting Function. There is interrelationship and interdependence between
society and an enterprise operating in society. Public goodwill and confidence are necessarily
created among the public. It is the communication with its multimedia approach has to
project the image of the firm in society. Through an effective external communication system
an enterprise has to inform society about its goals, activities, progress, social responsibilities,
etc.
6. Orientation Function. Orientation helps to make people acquainted with the co-
employees, superiors and with the policies, objectives, rules and regulations of the
organisation.
7. Interview Function. “Oral Communication” is through interviewing people that the
interviewer selects qualified and worthy people for the enterprise. Recruitment process
implies face-to-face or oral communication.

Principles of communication
1. Clarity. Clarity of ideas, facts, opinions in the mind of communicator should be clear
communicating. According to Koontz and Donnell: “ A communication possesses clarity
when it is expressed in language and transmitted in a way that can be comprehended by the
receiver”.

2. Information. Information is different from communication. All communication. All

communications contain information while all information cannot communicate a message.
Principle of effective communication is to have information and communicate in symbolic
form.

3. Completeness. The decision-making process would be delayed and actions may be

delayed when the message is incomplete.

4. Emphasis on Attention. The purpose of communication is to draw the attention of the

receiver. Effective communication must create interest and attention to the message and to act
accordingly.

5. Consistency. Communication is said to be effective can be achieved if the communicator

keeps in his mind the broad objective, policies and programmes of the enterprise. One
communication should not conflict with the previous communication.

6. Integration. All communication should be framed and transmitted in such a way as to

support the integrity of formal organisation.”

The Seven C’s of Communication

1. Credibility. Communications starts with a climate of belief. This climate is built by
performance on the part of the practitioner. The performance reflects an earnest desire to
serve the receiver. The receiver must have confidence in the sender. He must have a high
regard for the source‟s competence on the subject.

[7]
2. Context. A communication programme must square with the realities of its environment.
Mechanical media are only supplementary to the word and need that takes place in daily
living. The context must provide for participation and playback. The context must confirm,
not contradict the message.

3. Content. The message must have meaning for the receiver, and it must be compatible with
his value system. It must have relevance for his. In general, people select those items of
information which promise them the greatest regards. The content determines the audience.

4. Clarity. The message must be put in simple terms. Words must mean the same thing to the
receivers as they do the sender. Complex issues must be compressed into themes, slogans or
stereotype that have simplicity and clarity.

5. Continuity and Consistency. Communication is an unending process. It requires

repetitions to achieve penetration. Repetition with variation contributes to both factual and
attitude learning. The story must be consistent.

6. Channels. Established channels of communication should be used-channels that the

receiver uses and respects. Creating new ones is difficult. Different channels have different
effects and serve effectively in different stages of the diffusion process.

7. Capability. Communication must take into account the capability of the audience.
Communications are most effective when they require the least effort on the part of the
recipient. This includes factors of availability, habit, reading ability and receiver‟s
knowledge.

Objectives of Communication (Function)

1. Human Relations- Communication‟s job is to help and promote human relations, making
among other things of medium or media. There can be no mutual understanding without
communication and mutual understanding in human relation is possible through
communication.
2. Empathy- Empathy is feeling with the other person expressed by speed. Sympathy is
feeling sorry for him expressed by words.
3. Persuasion- Persuasion is a process of convincing and motivating to get the things done.
Speech is one of the methods to persuade a person. A sense of human interest on the
person who is being persuaded will understand and appreciate the cause and effect of his
action.
4. Dialogue- Dialogue is a process of conversation or speech with purpose. It involves
exchange of ideas. It is for influencing behaviour. Conciliation and compromise are
generally involved. Dialogue is a democratic, civilised and constructive weapon. It takes
the form of discussion, criticism and deliberation. Others view points should be
considered and there is no place for monopoly of the conversation in dialogue.
5. Information- In the new information order of the world information transmission is the
process of getting things done. In complex business organisations, effective decision
depend upon collection, storage and supply of information. Information giving and
information taking is a continuous process in organisations.

[8]
 6. To Influence- The object of transmitting information is to change the behavour of the
recipient. Communication is aimed to influence, to persuade, to motivate or activate
towards desired goals.
7. Understanding- The main cause for conflict in interpersonal situation is lack of mutual
understanding. The problems of communication are really the problems of understanding
people. Possibly the most important managerial function to bridge the gap is
communication, without it mutual understanding cannot be achieved.

Communicator Message Channels Audience

Source credibility Message function
1. Experiences 1. Unpleasant
2. Trustworthiness messages
3. Power 2. Pleasant messages
4. Likability
 
Source incongruity Source incongruity
1. Conclusion drawing
2. One-or two-sided
message
3. Order of presenting
Personal influence Level of aggregation
channels
1. Advocate channels 1. Individual
2. Expert channels 2. Group
3. Social channels 3. General public

Non-personal Level of involvement
influence channels 1. Cognitive stage
1. Mass and selective 2. Affective stage
media 3. Action stage
2. Atmospheres
3. Events

Ways and Means of Communication

Oral

* Face to face conversation * Demonstration * T.V.

* Telephoning * Group discussions * Interviews
* Grapevines * Radio recordings * Grapevines

Written

* Letter * Handouts * Brochures

* Office orders * Pamphlets * Manuals
* Leaflets * Circulars * News letters
* Magazines * Posters * Booklets
* Newspaper * Journals

Pictures

*Charts * Posters * Maps

* Video cassettes * Tables * Graphs
* Flannel Boards * Slides * Banners

[9]
Actions

* Smile * Frown *Hug

* Handshake * Quiet * Shrug
* Nod.

COMMUNICATION
This can be verbal, written, verbal followed by written, written followed by verbal,
body gestures, facial expressions and silence. Oral followed by written message is effective.

Communication has 2 indices :

(i) Index of centrality – ability of an individual to interact with a group.
(ii) Index of perpherality: These are the people who remain in the periphery of a network
and generally occupy positions of low interaction. The higher the index of centrality. The
lesser are the liaison qualities of the position and vice versa
Higher index of peripherality indicates low level of inter action.

Types of communication
(a) Vertical network-Between superior and subordinate and vice versa it is a way
communication. It is a formal network.
Superior

Subordinate

(Vertical network)

(b) Circuit network- Message is sent to Mr. „B‟ by Mr. „A‟. Then Mr. „B‟ sends
feedback message to Mr. A. hence circuit is formed. A and B might not necessarily be
subordinates.

(Circuit )

(3) Chain Network: This follows the organisation of hierarchy and chain of command. All
subordinates receive commands or instructions from their superiors. B, C, D, E, F and G are
subordinates.

[10]
(4) Wheel network : Here all subordinates receive commands from superior . Superior „A‟
gives instruction and wants immediate feedbacks.

(Wheel of Network)
(5) Star network: All members of the group communicate with each other and exchange
information:

(6) Grapevine Communication : Informal communication which has no definite route of

communication for sharing information is called grapevine communication.

CHANNELS OF COMUNICATION

The physical bridges between the sender receiver of a message are called channels.
They are the avenues between communicator and an audience. They can be called the
transmission lines used for carrying messages to and fro or to their destination. The common
channels of communication are radio, books, bulletins, letters, newspapers, organised tours
etc.

Roger and Shoemaker classified channels as-

1. Interpersonal and mass media channels – The face to face communication between two
or more people are called inter personal channels whereas mass media devices are those
through which an individual or a group can reach a large population in shorter time.

[11]
2. Localite and cosmopolite channels – Localite channels originate within the social
system of the receiver. It means communication of the same system. Cosmopolite means
communication between many cultures or anything outside the system.
Interpersonal channels may be cosmopolite or locality depending upon the location of
service but mass media channels are almost always cosmopolite.

CHARACTERISTICS OF CHANNELS

S.No Characteristic Interpersonal Mass media channels

channels
1. Directions of message flow Two way One way
2. Speed to a large audience Slow Rapid
3. Message accuracy to a large audience Low High
4. Ability to select receiver High Low
5. Ability to overcome selectivity process High Low
6. Amount of feed back High Low
7. Possible effect Attitude change Increase of knowledge

The choice and combination of channels within a primary group is the decision which
the communicator makes. This choice is simple when small level of communication but the
choice becomes difficult when planning for a larger group of audience. The channels can be
differentiated on a number of scales.
1. Time-space-time – Space organised materials are printed materials, still pictures and art
objects. Time organised objects are radio broadcast or telephonic conversation.
2. Participation – Centril and Allport have shown that it is possible to characterise the
media as to whether they permit much or little participation on the part of audience.
The media scale can be produced, which runs from most to least participation. For eg
personal conversation, discussion groups, informal meetings, telephone, formal meetings,
television telegraph, newspapers, bill boards, magazines and books. A higher degree of social
participation tends to create a sense of involvement, bond, circular pattern of influence and
decision making. This provides maximum feedback.
3. Speed – Timeliness is least in books, less in motion pictures, considerable in newspapers
and magazines and maximum in television and radio.
4. Permanence – Maximum permanence is given by books, followed by motion pictures
and magazines. Small permanence is present in newspapers while it is present least in
radio and television.
Selection of communication channels – Successful communication results from proper
selection and use of channels. Without the use of proper channel, no matter how important
the message is, it will not get across easily.
There are several channels of communication available to extension workers which
differ depending upon factors –
1. The purpose of communication; and
2. The degree to which recipient of communication is present predisposed towards
acceptance. They are 4 objectives which may influence the choice of the channels.

[12]
They are-
(a) To make announcements of meetings, exhibitions and other activities.
(b) To disseminate information and to teach skills to interested persons.
(c) To promote acceptance or adoption of practices being recommended for individuals or
families.
Obstructions occur while promoting acceptance of new ideas. They are referred to as
'noise'. Noise emerges from a wide range of source and causes.
1. Failure of channel to reach the intended audience. eg radio access is limited.
2. Failure by communicator to handle the channels skillfully eg when everybody cannot hear
what they said.
3. Failure to select channel wisely eg when a method – demonstration is needed to show the
working but radio or newspaper channel is used.
4. Failure of channel to coordinate with the abilities of audience.
5. Failure to avoid physical distraction eg of physical distraction are loud noise or people
moving in and out of the hall.
6. Failure of the audience to listen.
7. Failure to use enough channels in parallel.
8. Using too many channels in a series

The factors to be kept in mind in order to overcome these failures are –

1. The objective of the message should be clear.
2. The nature of the message, degree of directness versus abstractness, level of difficulty,
scope timings etc should be clear.
3. The audience size, needs, interests and knowledge should be predetermined.
4. How channels can be combined in parallel.
5. How channels should be used in series.
6. Time availability.
7. Cost of channels should be fixed.

[13]