Unit 1-1 CCP

MADHU BALA INSTITUTE OF COMMUNICATION & ELECTRONIC MEDIA
BACHELOR OF ARTS (JOURNALISM & MASS COMMUNICATION)
BA (JMC): 2016-17
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UNIT 1 BA (JMC) 101 L: 12

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Introduction to Communication
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LESSON 1 02
Communication: Concept, Definition, Elements and Process
LESSON 2 25
Types of Communication
LESSON 3 37
Barriers to Communication
LESSON 4 57
Seven C’s of Communication

BA (JMC) 101 Unit 1, Lesson 1
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LESSON 1 Communication: Concept, Definition, Elements and Process

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STRUCTURE
1.0 Objectives
1.1 Introduction
1.2 Meaning and Concept of Communication
1.2.1 Etymological Meaning
1.2.2 Origin of Communication
1.2.3 Communication as a social process
1.3 Definitions of Communication
1.3.1 John Adair
1.3.2 Denis Mc Quail
1.3.3 Ashley Montagu and Floyd Matson
1.3.4 W.S Cardon
1.3.5 Newman and Summer
1.3.6 Dictionary defines communication
1.4 Scope of Communication
1.5 Functions of Communication
1.5.1 Informative Function
1.5.2 Instruction or Education
1.5.3 Persuasion or influencing the people
1.5.4 Debate and discussion
1.5.5 Integration or Linkage
1.5.6 Cultural promotion
1.5.7 Entertainment
1.6 Process of Communication
1.7 Elements of communication

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1.7.1 SENDER
1.7.2 MESSAGE
1.7.3 ENCODING
1.7.4 CHANNEL
1.7.5 RECEIVER
1.7.6 DECODING
1.7.7 FEEDBACK
1.8 Assignments
1.8.1 Class Assignments
1.8.2 Home Assignments
1.9 Summing Up
1.10 Possible answers to Self-Check questions
1.11 Terminal Questions
1.12 Suggested Further Readings
1.13 Keywords
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1. COMMUNICATION: CONCEPT, DEFINITIONS,

ELEMENTS & PROCESS
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The Unit deals with communication which is a fact of our everyday’s life. We spend
about ten hours or so daily on communicating verbally with the purpose to make others
understand and act upon it accordingly. However, there are different opinions and views
with regard to the definition of communication amongst the experts. This lesson deals
with various dimensions of communication and aims at making the meaning of
communication more clear and understandable. Apart from this, students would be able
to recognise communication as a basic necessity for their existence. The lesson will
also make a distinction between the features and functions of communication. Apart
from this, the lesson elaborates on the principles and effects of communication in our
daily life.
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1.0 Objectives
After going through this lesson, you should be able to:
 Explain the concept, definition, elements of communication
 Describe the process of communication
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1.1 Introduction
In this lesson we will be discussing the fundamentals of communication.
Communication is an essential element of our lives. Without communication it would be
very difficult to express ourselves. Communication is basically a lot more than just
believing it to be in verbal and written form. To share our thoughts and ideas,
communication is significant, whether it is happening through gestures, actions, words
or through spoken words. A simple handshake, smiling at someone, slapping somebody
in anger or nodding head can be a few examples of communication. It is therefore very
important to know about the basics of communication and to develop an understanding
of the same.
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1.2 Meaning and Concept of Communication

Communication is universal. Nobody is devoid of communication. We cannot think of a
world without communication. Communication is giving or exchanging of information,
signals, or messages as by talk, gestures or writing.
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Following illustrations will inform you more about what essentially communication
means.
Figure 1: A simple handshake Figure 2: Talking on phone
Figure 3: Day Dreaming
If we try and understand the above illustrations we will see that in each of the above
situation a communication of some kind is happening. In Figure 1, two people are
shaking hands, which state that they share a kind of relationship; they are either
greeting or thanking each other. This further explains that a message (greeting or
thanking) is communicated through this gesture. Therefore, without using spoken or
written words communication is happening. A similar expression is there in Figure 3.
Here, a girl is dreaming of a dress she wish to have. This explains that she is
communicating with herself. While Figure 2 shows that two people are talking, one is on
the other side of phone. This again proves that a two way communication is going here.
But it differs from the other two pictures as spoken words are involved here.
1.2.1 Etymological Meaning
The word ‘communication’ is derived from the Latin word, ‘Communico’ or

‘Communicare’ which means- to impart, to participate, to share and to make common.
Generally human beings have a habit to share common, usual things which is the basic
idea behind communication. In order to share our opinions, views, thoughts, feelings,
reactions or may be our frame of mind, we need to communicate. When a message is
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communicated from first person to the second and second person receives the
message and in return gives his/her feedback, there is continuity in communication.
Communication is an inter-disciplinary concept because it is a blend of various

disciplines such as sociology, psychology, history, science, linguistics, etymology etc.
ACTIVITY
Q. What do the following symbols communicate? Write the
answers in the given space given.
______________ ______________________ ________________
_______________ ____________________ ____________________
1.2.2 Origin of Communication
If we think of how and from where the concept of communication came, we have to go
back to the times when the only sources of communication were speech, symbols, body
language, sign language etc. Later with the development of art, paintings, petroglyphs
(Rock engravings) etc, communication too developed. Let us discuss these
fundamental sources of communication in detail.
 Body Language
Communicating through gestures has been an earliest method, which we all still make
use of. Facial expressions easily communicate to us the mood of the person. Human
faces can depict myriad facial expressions. Emotions such as happiness, sadness,
anger, fear, surprise, disgust, shame etc. are acknowledged universally. However the
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use of body language has always been compared to communication modes used by
animals. The following illustration (Figure 4) will make it clear, that how easy it is to
understand the concept of communication through body language or facial expressions.
(Figure 4)
 Symbols
Symbols were developed around 30, 000 years ago. Symbols are the conventional
representation of the messages. The purpose of a symbol is to communicate the
meaning. Every symbol has its direct or indirect meaning which symbolizes something.
Therefore, symbols have proved to be one of the major sources of information.
However, in earlier times symbols were used to convey messages, to guide or direct
people, which is still in use.
Figure 4: Symbol of Infinity Figure 5: Symbol of Skull and cross bones
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(Figure 4) Symbol of Infinity: In ancient India and Tibet, it represented

perfection, dualism, and unity between male and female. In the occult tarot it’s
linked to magic and represents equilibrium or the balance of various forces. The
uroborus (a circular serpent biting its tail — a UN symbol for “Human
Settlements”) has been found in this shape. In modern times, it became a secular
mathematical symbol for infinity in numbers, time or space (eternity).
(Figure 5) Symbol of Skull and cross bones: The symbol is indicative of

danger and impending harm. Its association with death, poison and secret
societies and their undertakings has resulted in the symbol being recognized as
a fraternity and Unicode motif.
 Cave Paintings
Cave paintings are a type of rock art, which happens to be the oldest known symbols. It
was invented by Homo sapiens and is known to be the first ever source to communicate
any kind of information. The oldest cave painting is that of the Chauvet Cave of 30, 000
B.C.
 Petroglyphs
Petroglyphs are basically the rock carvings. They are from 10, 000 B.C, when the art of
making incisions or figures on the rock surface, was learnt and practiced by the Homo
sapiens. Several woodcarvings and tattoos have been obtained which prove that
Petroglyphs were a part of the communication process.
Figure 6: Indian Petroglyphs (Rock engravings)
 Pictograms
Pictograms were one of the earliest efforts in the evolution of writing. It is slightly
different from Petroglyphs as it illustrates just one event, but pictograms narrate a story
about the event and hence can be used to convey chronology of several events.
 Ideograms
An ideogram is an advanced version of pictogram. It is a symbolic representation of an

idea or a thought. The ideograms are universal in nature. They signify same thing to
different communities. The way finding signs, such as on the airports and other places,
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where many people may not be familiar with the language of the place they are in, can
be the examples of ideograms.
1.2.3 Communication as a social process
Communication affects the entire society in a valuable manner. Because of

communication, people in the society are able to fulfil their basic requirements. The
relationships in the society can only be established when communication is strong. To
make it even stronger, it is imperative to preserve the existing knowledge and culture of
the society and pass it on to the next generation. Therefore, Communication on one
hand enhances individual’s awareness, knowledge and personal growth and it also has
the potential of advancement and development of the society.
The Indian society, rich in cultural and moral values is a fine

example of how communication has helped India in preserving her
distinguished cultural forms. The crest of diverse traditions and
symbol of rich ethnicity, The Indian society reflects the true colours
of India amidst the collage of traditional rituals and variety of Indian
festivals. It is only through communication that India has been able
to preserve its social traditions and is known for its hospitality
worldwide.
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Self-Check Questions
1. What is not a kind of communication from the following? Tick ( √ ) the right
answer:
a) A handshake
b) Smiling at someone
c) Eating an apple
d) Talking on phone
2. “Because of communication, the societal relationships can be made strong.”

True or False? ___________________
3. _____________________ are the type of rock art, which is known to be the first
ever source of communication.
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1.3 Definitions of Communication

Communication is a universal concept; therefore people have defined this idea
with different perspectives and understanding. Communication is something which is in
everyday practise. For this reason experts have explored it in all possible manners.
Let’s study a few definitions and try to analyse the meaning of communication.
1.3.1 John Adair: “Communication is essentially the ability of one person to make
contact with another and to make him understood, or, if you prefer a slightly more
formal version, communication is the process by which meanings are exchanged
between people through the use of common set of symbols.”
The definition talks about the four essential elements of communication i.e.
1) Process
2) Message (Meanings exchanged)
3) People (Sender and receiver of the message)
4) Language (Common set of symbols)
Adair defines communication as a process of making contact with others.
1.3.2 Denis Mc Quail: “Communication is the process which increases commonality-

but also requires elements of commonality for it to occur at all”.
This definition suggests that commonality plays a vital role in the process of
communication. With a common set of symbols, common language, common interests
or common culture, communication becomes much easier and simpler. These common
areas between people are the main sources of communication which binds them
together and bring a sense of commonality.
1.3.3 Ashley Montagu and Floyd Matson: “Human communication” as the saying go
is a clash of symbols, and it covers a multitude of signs, but it is more than media and
message, information and persuasion, it also meets a deeper need and serves a higher
purpose. Whether clear or garbled, tumultuous or silent, deliberate or fatally inadvertent.
Communication is the ground of meeting and foundation of community”.
The gist of this definition can be understood in two points:
 Communication serves the higher purpose, meets a deeper need. The purpose of
communication is definitely more than what is implicit.
 Communication is the foundation of community. Community life is dependent upon

communication. If communication is good and at right pace, the better will community
develop.
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1.3.4 W.S Cardon: “Communication is not a matter of isolated entities sending

discrete messages back and forth, but a process of mutual participation in a common
structure of rhythmatic patterns by all members of a culture”.
The writer here sees communication as a participatory process. People are only able to
make this process a success when participation of two or more people is involved. It is
therefore is not an isolated phenomenon.
1.3.5 Newman and Summer: “Communication is an exchange of facts, ideas,

opinions, or emotions by two or more persons. Communication is also defined as an
intercourse of words, letters, symbols, or messages and as a way that one organisation
member shares meaning and understanding with another. ”
According to the writer, communication is just sharing of those things which one feels to
convey, to spread its awareness, knowledge and importance.
1.3.6 Dictionary defines communication as:
 The act of transmitting
 A giving or exchanging of information, signals, or messages as by talk, gestures,

or writing
 The art of expressing ideas, especially in speech and writing
 The transfer or conveying of meaning
What we can conclude from the above definitions is that communication is a lot more
than sending information through a set of symbols. It is basically a practice of action and
reaction. In communication, ideas, feelings, thoughts, information and views are shared
between people through a particular medium.
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4. According to John Adair, four essential elements of communication are:
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5. “Communication is the process which increases commonality- but also requires

elements of commonality for it to occur at all”. The statement is given by:
_____________________________
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1.4 Scope of Communication

If you need a pen, what will you do? May be you will ask for it or maybe you will borrow
it from someone. If you are hungry and want food, what will you do? Maybe you will run
to the nearby market and buy something nice for you, or you will ask your mom to get it
for you.
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These are the basic things in life that are a part of everyone’s routine timetable. But
have you ever thought how these things are readily available whenever you ask for
them? Yes, all these trivial things look possible just because of the gift of
communication. Communication is a constant process in our life. We live in a world
where we cannot imagine our life without the process of communication.
It helps us in the basic necessities of our life. We are able to fulfil our essential
demands and requirements because of it. But when we talk about scope of
communication, we are talking about its extent of operation in life.
Figure 7: Public Speaking
There are a few professions in which polished and fine communication skills are
required. But as a basic need, it plays an imperative role. Speakers, orators, reporters,
journalists, teachers, political leaders, advocates, marketing executives, public relations
officers etc. are a few professionals who must have excellent communication skills in
order to be acknowledged. John Fielden considers ability to communicate as the most
essential prerequisite for promotion of the executives. He ranks this ability higher than
such essential attributes as capacity for hard work, the ability for making sound
decisions, academic qualifications, ambition or drive. Talking effectively or writing
persuasively is more important for the promotion of business than anything else.
Figure 8: Inter-Personal Communication
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Communication does not only mean informing people. Providing information constitute
to be just a part of communication. Communication happens when the information
transmitted is followed by the response of the receiver. Information is passed on directly
in the process of communication. Whether a response is given or not, information is
conveyed, if it has been sent by the source. But a good communication only occurs
when information is significant to the receiver and thus followed by a productive reply,
which in turn is responsible for the flow in the process of communication. According to
Ricardo C. Noseda, “Communication is not an act but a process by which an
individuality enters into mental cooperation with another individuality until they come to
constitute a common conscience…information, instead is just a unilateral transition of
message from emitter to a receiver”.
Therefore, the scope of communication is not restricted to the professions of one’s life.
But communication plays a major role in establishing human relationships, through the
constant flow of information in the form of verbal or non-verbal messages.
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6. Select the only profession from the listed ones, in which communication plays a very
important role. Tick (√) the correct answer.
a) Cobbler
b) Salesman
c) Washer
d) Watchman
7. “Talking effectively or writing persuasively is not so important for the promotion of

any business.” Is the statement true or false? __________________
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1.5 Functions of Communication

We already know that communication is our basic need. Apart from it, communication
performs certain functions which are must to understand the importance of
communication in our lives. Let’s discuss some of its imperative functions in detail.
1.5.1 Informative Function
One can send, receive and collect information through verbal, non-verbal, sign-
language or audio-visual mode of communication. Information can be of any kind.
Whether important or not so important, it is conveyed to people for their benefit.
Communication thus plays an important role in transmitting information either from one
person to the other or from one to many. The information of any kind is very important
to individuals and groups. It helps to make decisions by identifying, analysing and
evaluating the data and considering alternative choices. In fact some decisions are
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taken only when a person is fully informed. Therefore, communication is essential to

know about some kind of information, which can update us time to time.
1.5.2 Instruction or Education
Education is one of the most important functions of communication. Communication

instructs or educates the society time and again. To make people aware of the ongoing
scenario, communication helps in feeding them with the exact situation of their
surroundings. It makes people aware so that people can become an active member of
the society. In older times, there were orators, speakers who used to make public
announcements, educating people about the ongoing problems, threats and nuances of
the society. The folk traditions perform a similar task. Through folk cultural
performances, a message is communicated to public in their colloquial dialect, clearly,
directly and immediately without any communication barrier. Written or verbal form of
communication also helps in educating people about the things that are imperative to
know.
These days, modern mass media serve almost the same function. It educates public
about various opportunities, challenges, problems etc. which may appear in the society.
Communication also plays the role of an instructor. While educating people about the
problems around, it also instructs them to behave like a responsible person and find a
suitable solution to the concerned problem.
1.5.3 Persuasion or influencing the people
You must have witnessed election campaigning sometime or the other in your life.
India, being a democratic country, has hundreds of political parties, fighting for power.
What exactly happens during election campaigns? The political leaders try and
influence people to vote for their parties. Through strong communication skills, they
convince people’s opinion in their favour. This is the power of communication. One can
easily manipulate the needs and beliefs of other person. Sometimes, persuasion
through communication can mislead the receiver. So, one must be careful about the
source of such persuasion.
1.5.4 Debate and discussion
While communicating with others, an individual is exposed to multiple views. On a

particular topic, everyone has their own perception. Therefore when two or more people
converse on any kind of issue, more and more thoughts flow, resulting further in
debates and discussions. Every person has their own judgemental power. The opinion
of an individual is subject to his perception about different things. If someone observes
and maintains specific viewpoint, he will certainly like to put it forward. Thus while
communicating it to others, his viewpoints are subject to either acceptance or rejection.
This gives way to debates and discussions.
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Figure 9: A Debate session
In Figure 9, a debate session is shown between two persons. We can easily make out
the two persons in the cartoon who have different opinions on an issue. This in return is
responsible for continuity in the process of communication. In a process of
communication, with action, comes reaction.
1.5.5 Integration or Linkage
Communication is solely responsible for establishing a link between two sects. Different
constituents of society are brought together by the art of communication. For instance
elected representatives keep in touch with their voters through public meetings, inter-
personal meets etc. Communication brings together the distant relatives. Through
communication government policies reach the public and through communication only
government knows the response of the people. Communication is therefore a great
integrating tool.
1.5.6 Cultural promotion
Communication helps in preserving and promoting culture. It encourages people to

pursue their creative urge. It can also be termed as socialisation. Socialisation refers to
the way in which an individual comes in contact with various social practices and
eventually starts respecting and believing certain values and
ways of life. Communication conveys and spreads the cultural
values of a group to more and more people. It urges people to
preserve and value their culture.
For example, a grandfather narrates the ancestral and

religious stories to his grandchildren (Figure 10) This way of
communication is in fact promotes their cultural values and
makes it even stronger. The grandchildren would easily and
convincingly listen to their grandfather which will affirm their
faith to the narrated incidents. They in return pass it on to their
next generation, which will only make their cultural values stronger. Figure 10
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1.5.7 Entertainment
You will not deny the fact that communication provides amusement and relaxation. It is
the best source of entertainment when everything turns boring and dull. Communication
diverts you from the existing problems and can reduce your social tensions. In the past,
the entertainment function was fulfilled by interpersonal communication: storytelling, folk
songs, dances, nautankies, puppet shows, folk theatres, magicians. Now, the purpose
has been solved with the coming of magazines, supplement newspapers, television,
radio, films and so on.
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8. Tick (√) the right answer.
While communicating with others, an individual is exposed to:
a) A good weather
b) Multiple views
c) Multiple disorders
d) Negative reactions
9. “Folk cultural arts, which were a part of interpersonal communication, fulfil the
entertainment function of communication.” Is the statement true or false?
__________________
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1.6 Process of Communication

Communication is a process that uses a set of media to transmit ideas, facts, and
feelings from one person to another. For thousands of years messages were
communicated through spoken voice, when the sender and the receiver were in face-to-
face situation. Even today in India, oral communication seems to be a part of majority
population. In face-to-face communication sender gets an immediate feedback. He then
easily knows about the impact, further needs or demands of the receiver immediately.
In this type of communication, the process remains limited to the sender and the
receiver, where in, the channel is the spoken language.
Let us take another example of a teacher teaching in a class. The teacher is using
various combinations of basic forms of communication- spoken, written and visual. In
the lecture, the teacher uses a black board or shows the chart. He also combines
written words with spoken words. In this process, the sender becomes the teacher, the
receiver becomes the students, and the channel becomes the audio-visual mode of
teaching.
The sender of the message selects when and what to communicate and also decides
an appropriate medium for its transmission. The receiver takes the message, interprets,
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perceives and responds to it. The entire chain here becomes the communication
process. As a process, it is routine and continues forever. Every time a person
transmits the facts, ideas, opinions or feelings, another person responds in turn
communicating facts, ideas, feelings or attitudes. It is a never ending process which is
cyclic in nature.
 According to Wilbur Schramm, communication requires three things:
a) The source
b) The message
c) The destination
The source may be an individual speaking, nodding, gesturing or writing. The message
may be in the form of sound-waves in the air, or a wave of the hand or a written letter
etc. The important thing is that it should be conveyed clearly so that the receiver can
interpret it easily. The destination may be an individual who is listening, watching or
reading the message or it may be a group of people listening to a lecture or watching a
film.
 Harold Lasswell suggested a convenient method of describing the process of

communication. Answering the following questions holds the key to understand the
act of communication. The questions are-
Who?
Says what?
In which channel?
To whom?
With what effect?
Suppose two persons A and B are talking on telephone.
Person A: Hello, how are you?
Person B: I am fine, thank you. How are you? When are you visiting us?
Person A: I am fine too. I am coming tomorrow at 6 p.m. to your place.
Person B: Shall I pick you up from the airport? Person A: No thanks dear, I will
reach myself.
Person B: All right, I will wait for you.
In the above conversation, ‘Person A’ initiates the discussion then he is the source.
‘Who’ therefore means communicator or the source. ‘Person A’ is communicating to
‘Person B’. ‘Person B’ is the destination or ‘whom’. If the discussion is on phone then
telephone is the channel used. Whatever ‘Person A’ is conveying to ‘Person B’
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becomes the message. When ‘Person B’ responds to the message it is the feedback.
Let’s see the Lasswell model once again:
Who? Source/sender
Says what? Message
In which channel? Medium (Telephone)
To whom? Receiver
With what effect? Feedback
 According to David K. Berlo, the whole sequence of communicating or the

communication process involves six steps.
SENDER
ENCODING
MESSAGE
CHANNEL
DECODING
RECEIVER
The source has ideas, needs, intentions, information and a purpose for communication,
which is translated into a code or a language. This is performed by the encoder who is
responsible of taking the ideas of the source and putting them in a code, expressing the
source’s purpose in a form of a message. The receiver is the target of any
communication. The receiver decodes what is being communicated to him by the
sender. He interprets the message and reacts accordingly.
Thus, there are a few imperative components of communication which are the
unchanging and dynamic essentials. Communication bridges the gap between two or
more persons (sender and receiver) through producing and receiving messages which
have meaning for both.
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How does communication take place?
Encodes Decodes
1. Sender 2. Message 3. Channel 4. Receiver
5. NOISE
Decodes Encodes
6. Feedback
1. Sender of the message, first of all conceives the message in his mind and he
encodes it in symbol, painting, music etc.
2. The message thus encoded is transmitted to the receiver through a channel. The
channel can be direct face-to-face-talk, telephonic conversation or through letters
etc.
3. The receiver of the message decodes it and after understanding it gives a proper
response to it.
4. If the response goes back to the sender then it is called feedback. Because of the
feedback, the sender modifies his message or mode of communication to make it
more effective.
For Instance, if we talk about a famous film ‘Rang De Basanti’. Here, the sender is the
director of the film Rakesh Om Prakash Mehra. The message is the film itself, the
channel is cinema, receiver is the audience and the feedback of the film is that it was a
hit.
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1.7 Elements of communication

The various elements involved in the process of communication are:
a) Sender
b) Message
c) Encoding
d) Channel
e) Receiver
f) Decoding
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g) Feedback
1.7.1 SENDER
The sender is the communicator of the message. He is the one who transmits the
message. He conceives and initiates the message. He is the one who thinks of an idea
that he wants to communicate and accordingly fixes on a specific channel, to the
capacity of the receiver. He transmits the message in such manner that it is easily
understandable to the receiver.
1.7.2 MESSAGE
It is a piece of information, spoken or written, to be passed from one person to another.

It is the subject matter of communication. It may involve any fact, idea, opinion, figure,
attitude or course of action, including information. Message is constructed by a set of
codes that has an interpretation and an individual understanding to both sender and the
receiver. The code could be verbal, non-verbal or written. A code can be defined as
group of symbols that can be structured in a meaningful way. Languages are codes,
which contain elements like sounds, letters, words, etc. For instance, a song is a code,
which has notes, syntax, tune, rhythm etc. Any form of communication thus requires
code. Thus, message exists in the mind of the sender, who selects a set of codes to
encode the message according to the needs of receiver.
1.7.3 ENCODING
The process of converting the subject matter into a set of codes or symbols is called
encoding. The transmission of a message from sender to the receiver requires the use
of codes. Therefore, the sender plans to encode the message in a particular way,
depending upon the receptive power of the receiver. The sender or the communicator
constructs the message using a set of codes. These codes encode the ideas for the
receiver in a specific format and thereafter are delivered to its destination in the form of
a message.
1.7.4 CHANNEL
After message is encoded in a format, sender decides a channel to transmit the

message. Communication channel means the medium or media through which the
message passes. The channel or mode of communication should be selected by the
sender in such a way that it is fully understood by the receiver. For example, if the
message is a song, the channel becomes the audio medium of communication. If the
message is in written forms, the channel can be in the form of letters, reports, manuals,
circulars, notes, books etc. Television and films use audio-visual channels of
communication.
1.7.5 RECEIVER
There is always a receiver in the process of communication. Receiver is the person to

whom the message is directed. Sender of the message constructs a particular message
for the receiver. The receiver decodes the message and understands it. He should be
mentally and emotionally prepared to receive the message. Message should be
conveyed in such a manner that the receiver is able to comprehend it fully. An effective
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communication therefore, is incomplete without the existence of a receiver of the

message. It is the receiver who receives and tries to interpret, perceive, understand and
act upon the message. For example, if the message is a film, the receiver is the
audience.
1.7.6 DECODING
When encoded message is translated and understood by the receiver, it is called

decoding. The receiver converts the symbols, words or signs received from the sender
to know the meaning of the message. Decoding of the message depends on the
perception and the interpretation of the receiver alone. Decoding makes the message
clearer and it is converted into ordinary understandable language by the receiver.
1.7.7 FEEDBACK
On receiving the message, the reactions given by the receiver is called his feedback.
Feedback is very essential in the process of communication. The continuity in
communication is established only when feedback is generated. Communication is a
process of action and reaction. Exchange of responses is an imperative thing in this
process. Unless the sender is not aware of the response or feedback of the receiver, he
cannot communicate further to make the communication effective. The sending back of
knowledge about the message to the transmitter is known as feedback. For example, if
the film is a message, the receiver is the audience, the feedback becomes the
responses of the audience i.e. if they liked the film or not.
________________________________________________________________________________
10. The seven elements of communication are:
___________________________________________________________________
11. “Message should be conveyed in such manner that receiver is able to comprehend it
fully.” Is the statement true or false? ________________________________
12. ______________________ is the process of converting the subject matter into a set
of codes or symbols.
13. Tick (√) the right answer from the given list. Decoding is:
a) Converting message in an understandable language.
b) A set of codes constructed by the sender.
c) Exchange of responses.
d) Transmission of a message from sender to the receiver.
_______________________________________________________________________________
21
1.8 Assignments
1. Recall any instance when you felt a ‘communication breakdown’. Write a

paragraph in 250 words, on the importance of communication.
2. Imagine yourself to be in a remote island for 24 hours, where there is no contact

with the human world. Write a paragraph on ‘how you spent your 24 hours
without human communication.’
1. Explain the roles of communication of an educator, an informer and a promoter?
2. Who stated that communication is a participatory process?
3. According to McQuail, ‘communication requires commonality’, why is it required

in the process of communication?
4. Briefly explain any four principles of communication.
1.9 Summing Up
The lesson elucidated the importance of communication in our daily life. It gave
definitions of communication and further elaborated the concept. Communication is a
concept with many aspects. The lesson therefore explains how every aspect is different
from another. The lesson also explains the scope of communication practices. How
communication is helpful in every stream, irrespective of the professions. The lesson
taught us the function, effects and principles of communication, which can additionally
prove to be useful in our daily practise.

1. Eating an Apple
2. True
3. Cave Paintings
4. Process, message, people and language
5. Denis McQuail
6. Salesman
7. False
8. Multiple views
9. True
10. Sender, Message, Encoding, Channel, Decoding, Receiver, Feedback
11. True
22
12. Encoding
13. (a) Converting message in an understandable language.

1. What do you understand by communication? Explain with examples.
2. What were the earliest sources of communication? How they differ from the
present scenario?
3. What are the essential functions of communication? Explain with examples.
4. Explain the process of communication with examples.

1. Communication- C.S Rayudu (Himalaya Publishing House)
2. Mass Communication in India- Kewal J. Kumar (Jaico Publications)
3. Mass Communication Theory- Denis McQuail (Sage)
4. Understanding Mass Communication- Defleur Dennis (Hougptons Mifflin

Company)
1.13 Keywords
1. Communication: The imparting or interchange of thoughts, opinions, or
information by speech, writing or signs.
2. Body language: Communication through the use of postures, gestures and

facial expressions.
3. Information: Knowledge communicated or received concerning a particular fact

or circumstance.
4. Signals: Anything that serves to indicate, warn, direct and command.
5. Message: A communication containing some information, news, advice, request,

or the like, sent by messenger, radio, telephone, or other means.
6. Gesture: A movement or position of the hand, arm, body, head, or face that is
expressive of an idea, opinion, emotion, etc.
7. Inter-disciplinary: Combining or involving two or more academic disciplines or

fields of study.
8. Symbol: A word, phrase, image, or the like having a complex of associated

meanings and perceived as having inherent value separable from that which is
symbolized.
9. Sign language: Any means of communication, as between speakers of different

languages, using gestures.
23
10. Cave Paintings: Cave paintings are paintings on cave walls and ceilings,
especially those of prehistoric origin.
11. Petroglyphs: Petroglyphs (also called rock engravings) are pictogram and
logogram images created by removing part of a rock surface by incising, picking,
carving, and abrading.
12. Pictograms: It is an ideogram that conveys its meaning through its pictorial
resemblance to a physical object.
13. Ideograms: It is a graphic symbol that represents an idea or concept.
14. Persuasion: The act of convincing.
15. Orator: A person who delivers an oration. A public speaker, especially one of
great eloquence.
16. Reporter: A reporter is a type of journalist who researches, writes, and reports
on information to be presented in mass media.
17. Nautanki: It is one of the most popular folk operatic theatre performance
traditions of South Asia, particularly in northern India.
________________________________________________________________________________
24
________________________________________________________________________________________
LESSON 2 TYPES OF COMMUNICATION

________________________________________________________________________________
STRUCTURE
2.0 Objectives
2.1 Introduction
2.2 Forms of Communication
2.2.1 Intrapersonal Communication
2.2.2 Inter-personal Communication
2.2.3 Group Communication
2.2.4 Mass Communication
2.3 Verbal & Non-Verbal Communication
2.3.1 Verbal Communication
2.3.2 Non-Verbal Communication
2.4 Assignments
2.5 Summing Up
2.9 Keywords
________________________________________________________________________________
25
2. TYPES OF COMMUNICATION
________________________________________________________________________________
________________________________________________________________________________
Communication is often thought to be just an interaction between persons. However, it

is much more than what we have thought it to be. Broadly, there are four types of
communication, which this lesson aims to teach. These types can differ depending
upon the availability of feedback, use of verbal or non-verbal signs etc. The objective of
the lesson is to make communication understandable in a holistic manner.
________________________________________________________________________________
2.0 Objectives
 Describe the types of communication with different examples
 Distinguish and describe the importance of different types of communication in our

everyday life
________________________________________________________________________________
2.1 Introduction
Communication is a tool with which transmission of information is possible. The
transmission of information to the receiver is usually done by translating the information
into shared symbolic codes. The information shared in the process of communication
can be in different forms. This lesson therefore will elaborate on various forms of
communication like intra-personal, inter-personal, group and mass communication.
________________________________________________________________________________
2.2 Types of Communication

Communication is broadly classified into the following groups:
CLASSIFICATION OF COMMUNICATION
1. Intrapersonal 2. Inter-personal 3. Group 4. Mass
(One) (Two) (More than two) (Many)
26
2.2.1 Intrapersonal Communication
Intra-personal communication is communication within our mind. It is the basis of all

other forms of communication. Intrapersonal communication involves communication
with oneself. People normally communicate with themselves when they are alone. It is a
source of personal development and self understanding as well. Usually when we tend
to think, we are communicating with ourselves. We live in a world, where we habitually
observe things, people and environment. With the individual observation comes
perceptions and analysis. These observations are developed and created in our own
minds. We communicate with our mind and arrive on a conclusion about something. It
implies communication within the self.
For Example, you saw a couple arguing on a particular issue. Where, the wife is loud
and husband is polite. You will perceive that the character of the woman is loud while
man’s character is subtle. This actually happens when you talk within and your mind
frame thoughts with different interpretations.
You are depressed, as your friend is not talking to you. You will talk
within your mind as to what could be the problem. This kind of
communication is known as intrapersonal communication.
When we are formulating some response in our mind before writing

or speaking, we are said to be communicating within. In
intrapersonal communication, the individual becomes his or her own
sender and receiver, providing feedback to him or herself in an
ongoing internal process.
2.2.2 Inter-personal Communication
Inter-personal communication refers to communication with another person. It is the

exchange of information between one-to-one. Dialogue is a powerful medium of
communication. Inter-personal communication is another form of interface between two
people. In this kind of communication there is a sender, a message, a receiver and a
feedback. Interpersonal communication is instant as feedback is immediate. During
communication, both sender and the receiver are in close proximity. Therefore, both
sender and the receiver respond immediately to each other’s facial expressions, eye
movements, hand gestures, dress and posture etc. Since interpersonal communication
is a two way communication, it is more flexible and trustworthy.
We engage in interpersonal communication because we need to express ourselves and

want a response in return to maintain continuity in the process of communication. Every
day we make use of inter-personal communication such as talking to our friend,
participating in a discussion, conversing with our mother etc.
For Example, if you want an apple, you ask your mother for it to. The conversation with
your mother becomes the inter-personal communication.
27
2.2.3 Group Communication
Group communication occurs between three or more persons who together form a
group. Usually every person holds different perception, has different needs, opinions
and interests. These parameters are only responsible to bind people together to form a
group in a society. A group consists of people belonging to same streams. They share
similar characteristics in some aspects. A group communicates on a particular issue,
topic or subject. Since they have a common focus, therefore the continuity in
communication is achieved with constant feedback. The interaction and the closeness
in conversation depends on the size of the group. The larger the group, the less is the
closeness and familiarity in communication. In large groups, participation of individuals
in communication is difficult. For example, if a teacher is having a discussion on an
issue with her students, it is a group communication. During the discussion, most of the
students will participate, presenting their views on the subject of debate.
Groups can further be divided in to public, crowd and small group. Where, the technique
of communication differs in every aspect. Let’s study them:
 Small group has less than 12 persons and most of them know each other. They
share common values and have common interest areas by and large. The groups
interact with each other to achieve predefined objectives for example, a group of
media students. The group will have a common objective to study media. They
share common teachers, activities and subjects. Therefore, their communication
would be on the same plane.
 Crowd is larger and has between 12 and 30 persons who are larger and still
restricted within observable boundaries in a particular space. People creating
crowds are from different backgrounds, they have different personalities, moods,
characteristics, aptitudes, but what they have common is the space. They share the
same location at one point of time. They will hardly meet each other again. They will
hardly talk to each other during that course. It is however temporary and seldom
reassemble with the same composition. For example, the crowd on a railway station.
 Public is relatively large, more than 30 persons who are widely dispersed and
stable. It tends to form around an issue or cause in public life, with its primary
purpose to advance an interest or opinion and to achieve political change. This is an
essential part of democratic societies, for example, the public that came together to
campaign for justice for Jesicca Lall or public supporting Anna Hazare at Ramlila
Maidan, New Delhi.
2.2.4 Mass Communication
Mass communication refers to the process of communicating the same message, at a

particular time to large number of people. When information is conveyed to a number of
people at the same time, it is mass communication. The messages are transmitted
through mass media in the process of mass communication. The distribution of
entertainment, art, information, facts and other kinds of messages by television,
magazines, newspapers, radio, films, recorded music and associated media constitutes
the process of mass communication. Mass media caters to the audiences. Here, the
receiver is the audience who gives feedback to the concerned medium so as to improve
28
the message. Mass communication occurs when small number of people sends
messages to a large anonymous and heterogeneous audience through the use of
specialised communication media.
According to Joseph R. Dominick, “Mass communication refers to the process by which

a complex organisation, with the aid of one or more machines produces and transmits
public messages that are directed at large heterogeneous and scattered audiences.
‘Mass’ is a diversified group where people are from different geographical areas, have
different backgrounds, interests and needs. It is therefore impossible for people to
interact face-to-face. And because receivers are scattered, they are unknown to the
source. ‘Mass’ lacks self awareness and self identity and is incapable of acting together
in an organized way to secure objectives. Mass can be heterogeneous- consisting of
large numbers from all social strata and demographic groups. But, it can also be
homogenous in its choice of some particular object of interest, for example, the mass
audience response to film 'Dabangg' as part of popular response.
Let’s know more about the concept of mass communication by understanding the
following example.
PULSE POLIO CAMPAIGN
Pulse Polio is an immunisation campaign established by the Government of

India in 1995-96 to eradicate poliomyelitis (polio) in India by vaccinating all
children under the age of five years against polio virus. This project deals
with the ways to fight poliomyelitis through a large scale immunisation
programme, co-operating with various international institutions, state
governments and Non Governmental Organisations.
For this, government has used mass media like radio, television and print,
to spread awareness about this issue amongst people. With the use of
mass communication, there is a relative change seen in the scenario. The
number of reported cases of polio have declined. That is the power of mass
communication.
________________________________________________________________________________
29
1. The four types of communication are:
___________________________________________________________________
2. “The smaller the group, the lesser is the closeness and familiarity in communication.”
Is the statement true or false? ________________________________
3. ____________________ Communication is the source of personal development and

self understanding.
4. In _____________________ communication both sender and the receiver are in

close proximity.
_______________________________________________________________________________
2.3 Verbal & Non-Verbal Communication

Apart from the four types we learnt above, communication can be further understood in
two other types: Verbal and Non-Verbal Communication.
2.3.1 Verbal Communication
Verbal communication is simply the communication that is expressed through words.

What you say is verbal communication. What you don't say is nonverbal
communication. Verbal communication is vital to healthy relationships, businesses and
groups. Some of the key components of verbal communication are sound, words,
speaking and language (speeches, presentations, discussions, interpersonal
communication etc.).
Humans generally express their thoughts and experiences through speech. Speech is
widely adopted tool of communication. We cannot imagine ourselves not talking. We
talk every now and then. It has become one of the essential elements of life. Through
verbal conversations, we make new friends, know more people, satisfy our needs and
send a message across. With myriad objectives, verbal communication proves to be
very effective in our daily life. Whether it is business communication or otherwise,
verbal communication should be very clear and efficient to achieve the motives of
communication. These days, every second profession has the basic requirement of
good communication skills. Verbal communication is valuable particularly to the
lawyers, teachers, politicians, consultants etc. Therefore, in order to cater the
professional requirements and to excel in the field, good and effective verbal
communication is needed.
Verbal communication occurs through spoken words being supported by facial

expressions, gestures etc. Speaking can be looked at in two major situations:
interpersonal and public speaking. Since the majority of speaking is an interpersonal
process, therefore to communicate effectively we must use clean language, and relate it
to people.
In interpersonal situation, etiquettes play an important role in speaking. To be an

effective communicator one must speak in a manner that does not offend the receiver.
30
The other situation is public speaking, when a group of community members or

business affairs are addressed to. From very ancient times, it has been evident that
some people are good public speakers. Because of their speech, good speakers
usually leave a mark on the society and are acknowledged for their oratory skills. Some
of the functions of public speaking are speaking to persuade, speaking to inform, and
speaking to inspire or motivate. Mahatma Gandhi was one of the most successful
practitioners of verbal communication.
ACTIVITY
Test your Verbal Communication
Stand in front of the mirror and speak for about 3 minutes on whatever comes to
your mind when you hear:
a) Colour Blue c) Family
b) God d) Rain
Types of Verbal Communication
Verbal communication is of two types:
 Oral
 Written
2.3.2 Non-Verbal Communication
Nonverbal communication is usually understood as the process of communication

through sending and receiving wordless (mostly visual) messages between people.
Messages can be communicated through gestures and touch, by body language or
posture, by facial expression and eye contact. Non-verbal communication is called
“communication with implication”. Every speaker when talking to us gives non-verbal
signals. Smiling at someone, shaking hands, winking, waving etc. forms a part of non-
verbal communication.
Communication can also occur without words. Our senses- ears, eyes, touch and smell
work as codes of communication. For instance, you look out of the window; your eyes
tell you about the weather outside. When you hold your cup of tea in your hands, the
touch tells you whether the tea is warm or not. The smell tells you what is cooking for
breakfast. Pictures, images, models, gestures are also nonverbal means of
communication. A simple nod of head can convey your ‘yes’ or ‘no’. Eyes can transmit
feelings like love, hate, anger, sorrow etc. Artists use their art as a means of
communication. A painting is a painter’s medium, a photograph is a photographer’s and
dance performance is a dancer’s non-verbal medium of communication. Silent thinking
is also non-verbal interaction with oneself.
31
The study of nonverbal communication involves a broad range of topics. What follows
are some descriptions of kinesics (study of bodily movement) and proxemics (study of
personal space and territoriality). These categories have been selected based on their
relevance to managerial and professional communication.
 KINESICS
Kinesics is the study developed by anthropologist Ray L. Birdwhistell in the 1950s. It is

the interpretation of body language such as facial expressions and gestures — or, more
formally, non-verbal behaviour related to movement, either of any part of the body or the
body as a whole. With the help of body orientation, openness and postures, it is quite
possible to change attitudes and influence others. It is observed that female
communicators use very indirect body orientation when speaking to someone they
dislike, and very direct with people whom they like. Also, people who consider them to
be a part of higher status than other people, stand with hands on hips, they are much
more relaxed, and usually maintain a raised head position. On the other hand, persons
with lower status tend to face others more indirectly; they have a higher body tension
and look downward frequently.
Kinesics studies include the study of following elements:
 Posture: Body posture says a lot about a person's degree of attention or

involvement in specific areas, the difference in status between communicators, and
also the level of fondness a person has for others. Posture can be studied through
various indicators like direction of lean, body orientation, arm position and overall
body movement.
Submissive Dominant
 Gestures: A lot can be interpreted by thumbs up, or a simple wave of the hand.
Gestures form an integral part of non-verbal communication. Gestures allow us to
express a variety of emotions and thoughts like hatred, hostility, approval, affection
etc.
 PROXEMICS
We know now that we can communicate with the help of words, gestures and facial
expressions. An additional way of communicating is through the ‘use of space’. Often
we place ourselves in certain spatial relationships with other people and objects. The
study of spatial factor or use of space is called ‘proxemics’. This focuses on how we
react to space around us, how we use that space and what that space communicates to
us. Proxemic cues, including the treatment of space and territory influence interaction
32
and help define the communication experience. Proxemics takes into account body
spacing and postures as involuntary reactions to sensory fluctuations. According to
proxemics, the physical distance between two persons can be correlated to the
relationship they share be it personal or social.
Edward T. Hall, a pioneer proxemics researcher, has identified four different distances
that we keep between ourselves and other people. The four special zones of
interpersonal communication are:
 Intimate distance-0 to 18 inches
 Personal distance-18 inches to 4 feet
 Social distance-4 to 12 feet
 Public distance-12 feet to the limit of sight
Public distance
12 feet to the limit of sight
4-12 Ft Social distance
Personal distance
0-18 In
18 Inches-4 ft Intimate distance
Another important aspect of proxemics is ‘territoriality’. Human beings are territorial

animals and like to protect and control their respective spaces. Have you ever felt angry
when you re-entered a room and found “your” seat taken by someone else? Have you
felt offended when a relative or friend entered your room without knocking or when you
discovered them pawing through your cabinets? The territories or spaces we own or
identify with give us a sense of permanence and control. When that territory is invaded
without permission, feelings of loss and anger are typically the result. People value their
privacy and personal territory. Territorial control is important because it fulfils several
basic human needs: identity, stimulation, security and provides a frame of reference.
________________________________________________________________________________
33
5. The two areas associated with the study of nonverbal communication are called
______________________ and ___________________________
6. “Kinesics is the interpretation of body language such as facial expressions and

gestures”. Is the statement true or false?
7. Tick (√) the right answer.
Which of the following is not an aspect of non-verbal communication?
a) Group Communication
b) Sending and receiving wordless messages
c) Communication with implication
d) Silent thinking
________________________________________________________________________________
2.4 Assignments
1. Inter-personal communication
Make a group of two. Person A will play the role of journalist, while person B would be
the guest, impersonating any of your favourite celebrity. Person A will interview person
B, according to the field to which he/she belongs to. There should be at least 10-12
questions. After it is over, repeat the exercise, now person B will be the host while A
would be the guest.
1. Differentiate between group, crowd, public and mass.
2. With examples and instances, differentiate between four forms of

communication.
2.5 Summing Up
The lesson described the four forms of communication: Intrapersonal, interpersonal,
group and mass communication. It is quite clear as to how these forms are prevalent in
our everyday life. At any point of time, we tend to think about something or the other.
Thinking is when we communicate with ourselves, which in other terms is intrapersonal
communication. Interpersonal communication occurs when two persons are talking to
each other. In group communication two or more people are involved. At last, the lesson
elaborates the meaning of mass communication, when the same message is conveyed
to a large number of people through mass media.
34

1. Intrapersonal, interpersonal, group and mass communication.
2. False
3. Intra-personal communication
4. Inter-personal communication
5. Kinesics and Proxemics
6. True
7. (a) Group Communication

1. How does mass communication differ from interpersonal communication?
2. Define a group. Discuss the significance of group communication in individual’s

life.
3. “Intrapersonal communication is the basis of all forms of communication.”

Comment.
4. What is verbal and non-verbal communication? Express their importance in our

daily life.

2.9 Keywords
1. Intrapersonal: A thought internal to the communicator.
2. Interpersonal: One-to-one communication
3. Group: A number of people considered together or being related in some way.
4. Crowd: Temporary assembly of people belonging to different backgrounds.
5. Mass: A diversified group acting or reacting together.
6. Public: People of community; people interested in something.
7. Mass media: Mediathrough which messages are communicated to masses like

T.V, Radio, magazines, internet, films etc.
______________________________________________________________________________
35
NOTES
36
________________________________________________________________________________________
LESSON 3 BARRIERS TO COMMUNICATION

________________________________________________________________________________
STRUCTURE
3.0 Objectives
3.1 Introduction
3.2 Barriers to Communication
3.2.1 Physical Barriers
3.2.2 Psychological Barriers
3.2.3 Semantic and Linguistic Barriers
3.2.4 Noise
3.2.5 Cultural Barriers
3.3 Assignments
3.4 Summing Up
3.8 Keywords
49
3. BARRIERS OF COMMUNICATION
________________________________________________________________________________
________________________________________________________________________________
In the previous lesson we have studied the types of communication. In this lesson we
will study about what makes communication effective. By following the principles we
can make the process efficient, we must follow them. But there are certain obstacles
which are inevitable in some situations. In any kind of communication, these hindrances
act as barriers to the smoothness and clarity of the message transmission. This lesson
deals with effective communication, which hinders or disturbs the process of
communication in some situations.
________________________________________________________________________________
3.0 Objectives
 Describe the barriers to effective communication
 Differentiate between the existing kinds of barriers
 How these barriers affect communication
________________________________________________________________________________
3.1 Introduction
Communication is a process which is mutual. It is a shared phenomenon between
sender and the receiver. To make it effective and strong, both the sender and receiver
make extra efforts to avoid problems. But there are some hindrances which turn out to
be inevitable in the course of communication. In the process of transmission of a
message, the key elements are the sender, message, channel and the receiver.
Problems can arise in any of these elements which act as a barrier to communication.
Let’s study all possible barriers which can obstruct the communication process.
________________________________________________________________________________
3.2 Barriers to Communication

We always expect communication to be smooth and understandable. But it is not
always like that. A few elements always hinder the process. There can be a problem at
the source level or the channel can be faulty. The message could be abnormal or may
be receiver is not able to understand what is being said. There can be many
dimensions. There are other factors as well which can hamper the communication.
What if you are talking to your friend and he is not interested in listening to you? This
means, that even though you have conveyed your message but it has not reached its
destination. This is nothing but a barrier in communication.
50
Sometimes, people know when and to whom to send the message, but they still find it
difficult to communicate. Even this acts as a barrier to communication. All sorts of
barriers exist between the communicator and the receiver. Unless these barriers are
overcome, the process of communication will not be successful.
Barriers to communication can be classified under:
 Physical
 Psychological
 Semantic and Linguistic
 Noise
 Cultural
3.2.1 Physical Barriers
Disturbance present in the environment when a communication is taking place is seen

as a physical barrier to communication. In face to face communication, if the sender of
the message is unable to speak clearly or the listener has a problem with hearing then
communication will suffer. This situation can exist if there is a noise or environmental
stress around. Ill health, disturbed conditions will either strain the sender or the receiver
and can obstruct communication. In fatigued condition, usually people are out of tune
with oneself. At that point of time communicating through any end becomes difficult.
Lack of knowledge about the medium in itself can be a problem. If the receiver is not
familiar with the medium through which the messages or content is being
communicated, then the medium itself can become a barrier. Let’s try and understand
this with the following activity.
ACTIVITY
Try and have a conversation with your friend, wherein, you are trying to say
something very important to him\her, when someone is playing loud music in the
background or a TV set is running on high volume. Notice how the noise affects
conversation and produces irritation. Were you able to deliver the message
effectively? How does the noise affect you?
The channel can be defective too. If there is a defect in the cable, the message
transmitted on telephone will get distorted. If there is any problem with the instrument or
the handset of the phone, message will again suffer. Physical barriers therefore are
already present in the surroundings. All we need to do is to identify them and avoid
them so that do not harm the communication.
3.2.2 Psychological Barriers
We all have different perceptions, attitudes, needs and behaviour patterns. We observe
things differently in the world and interpret it in our own ways. We react to specific
51
situations in our own way. For instance, if you are angry on something and your mother
offers you your favourite fruit mango. You will refuse to eat mango at that point of time.
You won’t even listen to what your mother is saying. At that moment your feelings
become the barrier in communication. Communication is an interactive process and the
psychological factors play an important role in determining the effectiveness of
communication. Let’s look at a few factors which emerge as the barriers in
communication.
 EMOTIONS
Emotions play a very important role in determining our

ability to conceive and interpret the messages. For
example, if you are annoyed, there is a larger possibility
of misinterpreting the message. When you are
depressed, you will not be interested to communicate in
any form, in fact you will reject listening to anyone, no
matter how important it is.
 LIMITED INFORMATION PROCESSING CAPABILITY
Human capacity of retaining any kind of message is just six to eight bits of
information. Most of the people are very selective in absorbing what is being said to
them. Therefore they choose only those bits of information which they find is
important to bear in mind and refuse to hold all other things.
 HEARING WHAT WE WANT TO HEAR
We decide ourselves whether we want to hear a piece of

information or not. Instead of hearing what people have told
us we hear what our minds tell us. Our likes and dislikes
decide what message is meant for us. For example if you like
Amitabh Bachchan. You watch every film of his no matter if it
is largely accepted by the audience or not. Whether it is a hit
or a flop, your acceptability of a message depends on what
you want to hear and what not.
 FEAR
Fear becomes the barrier in communication when it is developed into a threat. It is

clearly destructive to communication as fear of something may affect you to
communicate in the right way. For instance, if you are afraid of your teacher, and
you want to talk to her as you want leave. Fear of her may not allow you to talk in the
right manner. You might fail with words or stammer in front of her. Therefore, fear is
a crucial barrier to communication.
52
 PERCEPTION ABOUT THE COMMUNICATOR
It is a usual thing with humans when it comes to making stereotypes. We always

keep our own perceptions over anything. If we like someone, we are more likely to
accept his messages. If we do not like someone, or has created a stereotypical
image of his in our mind, no matter how good or beneficial the message is to us, we
will impose our prejudice on the sender.
 MISTRUST
For a good and effective communication, it is very important to have trust between
the sender and the receiver. The receiver has to have faith on the source of the
message to develop a healthy communication. And the sender should focus on the
needs of the receiver before producing or sending the message. Mistrust between
the sender and the receiver hampers communication.
3.2.3 Semantic and Linguistic Barriers
The use of very confused language and unsuitable words makes communication
difficult. A message should be conveyed in a very simple language so that the receiver
comprehends it easily. However, with the use of the words or symbols which have
supplementary meanings and connotes several things at a time, becomes a barrier to
the communication. Clarity of language comes with the use of simple words, use of
concrete expressions and unambiguous vocabulary. A message must be therefore in
accordance with the capabilities of the receiver.
3.2.4 Noise
Any kind of noise seems to be distracting. While in communication, it certainly becomes

an obstruction as it disturbs the flow of message transmission. Noise becomes the
barrier between sending and receiving of messages. In The Mathematical Theory of
Communication, Shannon and Weaver have clearly distinguished noise under two
levels. Level A is the engineering noise and level B is the semantic noise. Level A is the
technical fault which occurs when there is any problem in the channel. Engineering
noise is not planned by the source or the sender of the message. But this affects the
destination of the message. Problem of signal reception, interruption by other signals,
poor audio-visual quality, inefficient receiving apparatus are the examples of level A
noise.
Level B noise becomes barrier because of the linguistic, personal, psychological or

cultural problems, when the problem is either in speech or writing. It is entirely a human
fault. Therefore, noise can occur in the channel, from the source or the receiver.
3.2.5 Cultural Barriers
Different cultural behaviours and patterns become the barriers to communication. We

live in a world where each one of us has a different way of life. Apart from that, there are
numerous cultures within which we can find people having certain beliefs and value
systems. Each cultural system has its own language, dialect, script etc. One might not
be aware of other’s culture. Therefore the unfamiliarity or ignorance of other’s culture
53
becomes the barrier in communication. Unless the experiences in the social and cultural
context of two people are common, the conversation would become very difficult.
For example if a North Indian man is conversing with a Chinese, more likely both of
them would not able to understand each other. They would either converse through
gestures or signs. Thus, people belonging to the same group or society can
communicate effectively compared to people belonging to different groups or societies
because the former have common frame of reference.
________________________________________________________________________________
1. The psychological barriers in communication could be
___________________________________________________________________
2. “Lack of knowledge about the medium is not a barrier in the process of

communication”. Is the statement true or false?
________________________________
3. For a good and effective communication, it is very important to have trust between
_____________________ and the ___________________.
4. Tick (√) the right answer from the given list.
According to Shannon and Weaver, Level B noise is caused because of:
a) Interruption by other signals.
b) Poor audio-visual quality.
c) Problem of signal reception.
d) Psychological or cultural problem.
_______________________________________________________________________________
3.3 Assignments
1. India is a multi-lingual, multi-cultural country and sometimes that can lead to

amusing situations. Do you recall any such situations from your experience which was a
barrier in communication?
1. Look for someone who does not belong to your culture and origin. Try to
converse with him/her for about 10 minutes. After that write a paragraph about the
problems you faced during the conversation. What were the barriers which hampered
the communication?
54
3.4 Summing Up
Any kind of communication is said to be successful when the message reaches its
destination without any trouble and simultaneously feedback is generated to maintain
continuity in the process. This flow breaks when it is affected by some barrier in
communication. The lesson discusses the barriers which disturb the smooth and
effective flow of communication. The lesson makes it clear that in order to establish a
shared meaning of the message it becomes imperative to avoid these barriers. The
lesson also explains various characteristics of these barriers in order to distinguish the
exact problem existing in the process of communication.

1. Emotions, Limited information processing capability, Hearing what we want to hear,
Fear, Perception about the communicator, Mistrust.
2. False
3. Sender and the Receiver.
4. (d) Psychological and Cultural problems.

1. Why is communication not always smooth and clear?
2. Explain briefly:
a. Psychological barriers to communication
b. Physical barriers to communication
c. Cultural barriers to communication
3. Can language be a barrier to communication? Explain.
4. Does the physical well being of a person, his/her environment, surrounding etc.
play a role in effective communication?

1. Handbook of Journalism and Mass Communication- Vir Bala Aggarwal and V.S
Gupta.
3.8 Keywords
1. Barrier: Anything that restrains or obstructs progress.
2. Psychological: A mental phenomena.
3. Perception: Understanding about something
4. Interpret: To give or provide the meaning.

55
5. Stereotypical: A simplified conception or image invested with special meaning

and held in common by members of a group.
6. Semantic/Linguistic: Belonging to a language.
________________________________________________________________________________
NOTES
56
________________________________________________________________________________________
LESSON 4 SEVEN C’s OF COMMUNICATION

________________________________________________________________________________
STRUCTURE
4.0 Objectives
4.1 Introduction
4.2 Seven C’s of Communication
4.2.1 Clarity
4.2.2 Credibility
4.2.3 Context
4.2.4 Content
4.2.5 Continuity or Consistency
4.2.6 Channels
4.2.7 Capacity of the audience
4.3 Assignments
4.4 Summing Up
4.8 Keywords
41
4. SEVEN C’s OF COMMUNICATION

________________________________________________________________________________
________________________________________________________________________________
In the previous lessons we have studied about the meaning and significance of
communication in our everyday life. We have understood the role of communication,
which is fundamental and is basis to everything we do. With this understanding, it
becomes clear that communication is a powerful tool. But to use it well is the need of
the hour. This lesson will explain the seven C’s of communication which makes
communication effective.
________________________________________________________________________________
4.0 Objectives
 Explain the seven C’s of communication.
 Describe how these elements make communication effective.
 Describe the importance of seven C’s of communication in our everyday life.
________________________________________________________________________________
4.1 Introduction
The primary purpose of communication is to convey some kind of messages to people.
Communication is reciprocal, two-way and a continuous process. To make it effective
the communicator must possess certain qualities. The sender should understand the
receiver’s capabilities as he has to construct the message. Likewise, there are other
elements which are required to make communication effective. The seven C’s of
communication are the principles which are to be followed to improve the process of
communication.
________________________________________________________________________________
4.2 Seven C’s of Communication

The messages are designed by the sender, for the receiver. The objective of the sender
is therefore to gain the attention of the receiver. The aim of the sender is to present the
message in the same way as it has been thought. It must satisfy the needs of the
receiver and should be understandable. Therefore, there are some principles which
make the process of communication dynamic. These principles should be followed to
produce an effective message. They have been termed as the seven C’s of
communication because they start with the letter C. These factors are to be considered
while initiating any kind of message to achieve the purpose of communication. They
are-
42
 Clarity
 Credibility
 Context
 Content
 Continuity and consistency
 Channel
 Capacity of the audience
4.2.1 Clarity
It is very important to construct the message clearly. Before encoding the message the
communicator should be clear in his mind as to what he wants to communicate. The
communication process begins with the generation of the idea in the mind of the sender.
A great deal of clarity is needed at this stage because if the thought is not clear, the
message framed cannot be clear and effective. The message should be framed very
simply. Then the channel or the medium used to communicate the message should be
wisely chosen. It should be according to the receiver’s capabilities of receiving the
message.
If the message is oral, voice should be clearly modulated according to the expression
required. While in oral communication, facial expressions and gestures should also be
clear and understandable.
In written communication, the sentences should be short and simple. Use of

uncomplicated words should be opted out over difficult words. Basically, the purpose of
written communication is to inform. If there is clarity in writing, message would be easily
communicated and receiver will not have to put an extra effort to understand the
message. For example, instead of writing ‘you will be awarded by the school’, it is better
to write, ‘the school will award you’. The writing therefore should not be ambiguous. It
should not have supplementary meanings. In written communication, one should also
be very careful about using punctuation marks. If punctuation is used incorrectly, it can
change the meaning altogether. For example:
Go, slow work in progress
Or
Go slow, work in progress
In the example given above, the meaning of the message got changed with the
incorrect usage of punctuation mark.
43
4.2.2 Credibility
The receiver must have full faith and confidence in the sender. It is the sender or the
source that tends to build this faith. Source should construct the message with full
knowledge of the subject. The message communicated by the sender should be very
authentic and reliable. Fabricated facts or codes will only get bad name to the sender.
Therefore, the sender should produce the message ethically so as to establish its
credibility and trust. If the message is full of wrong details and conveying something
immoral, the receiver will not perceive sender as an honest communicator. In that case,
sender will lose his credibility.
For example, if you like the news channel CNN-IBN, it is because channel has
established its faith in you. You like the way messages are communicated by the
channel. The channel therefore has gained respect and you consider it to be credible for
providing any kind of information. Consequently, anytime when you want to see the
news, you will switch to CNN IBN first.
4.2.3 Context
The message should be framed within the context. It should look meaningful to the
receiver. By context it means to be within the framework of the subject. Going beyond
the subject would only confuse the receiver. The information conveyed should make
sense and must be relevant to the subject matter. All the components of the information
must be there in the message. Nothing should be said or written which says opposite to
the context. The meanings get changed if some contradictory information is included in
the message which goes ahead of what is required to be a part of the content. The
context of the message will only determine how good the participation and feedback of
the receiver is. Confused and annoying expressions should be avoided.
For example, if you are writing a radio script of a musical programme, dedicating a
radio feature to the famous lyricist Gulzar. But more than talking about him, you are
talking about the contribution of his family and friends. This will become out of context. If
a programme is dedicated to a personality, the focus of the information should be on the
concerned person. Otherwise it will confuse the receivers.
4.2.4 Content
The message must have a meaning for the receiver. It should not be incomplete and
partial. The content of the message should be carefully constructed which will make
sense to the receiver. The information incorporated should be brief and to the point.
Only relevant facts should be included, avoid lengthy facts, repetitions and confused
expressions. The message should be organised well. The content is the subject matter
which is intended towards receivers. Therefore, it should be framed keeping receiver in
mind.
For example, if you have to send an invitation letter for a seminar, check for the ‘five
Ws and 1 H’- What, where, when, why, who and how. The message should clearly state
when the seminar is to be held, where it is to be held, why it is being held, what the
agenda is, who is organising and how people can reach there.
44
4.2.5 Continuity or Consistency
The message should be conveyed in such a manner that it encourages immediate

response or feedback. The message should be consistent. It should not be self-
contradictory. The continuity of the argument should be maintained throughout. As we
have already studied in our previous lessons, communication is a process of actions
and reactions. Therefore, continuity is essential in the process of communication. Every
kind of message is subject to the feedback. Feedback or response will maintain
continuity in communication. This will make communication effective. Therefore,
consistent reciprocal of messages is good for proper communication.
4.2.6 Channel
Channel or medium is a vehicle for communication. The channel is selected by the

source to send the message effectively to the receiver. The channel can be oral, face-
to-face, verbal, non-verbal or written. The channel should be accessible to the receiver.
The receiver should not find it difficult to comprehend the message. The channel should
be appropriate according to the needs and capacity of the receiver. Therefore it is
always suggested to select a familiar channel for communication. Creating new channel
is difficult and costly. Channels are also dependent on the encoded message.
For example, if you want to inform your friend that you will be going to his place
tomorrow, how will you communicate? You will select the most convenient channel
which is familiar and comfortable to your friend. May be you will call him and inform. In
this way, there is no possibility of break in communication. You will convey the message
on telephone and immediately will receive a feedback from your friend.
4.2.7 Capacity of the audience
The role of audience is again very crucial. Audience is the objective of a message. The
style or the language used for delivering the message should be appreciable and
understandable to the audience. The sender must adopt the message to the needs of
the receiver.
For example, if you need to spread awareness about the importance of voting in rural
areas, and for that, you are writing slogans on the walls of the village in English. It is
basically nothing but wastage of money and energy. Nobody will be able to read the
slogans or understand them. Therefore, one must keep the background and capacity of
the audience before constructing a message.
The facts must be in simple language. Message should be such that less effort is
required on the part of the audience to understand it.
________________________________________________________________________________
45
1. The seven C’s of communication are:
___________________________________________________________________
2. “The context of the message will only determine how good the participation and
feedback of the receiver is”. Is the statement true or false?
________________________________
3. Feedback or responsein the process of communication is required to maintain

_______________________
4. Tick (√) the right answer from the given list.
Content in the process of communication is:
a) Receiver’s feedback to the message.
b) The subject matter of communication.
c) The medium of communication.
d) Ability of the receiver.
_______________________________________________________________________________
4.3 Assignments
1. Select your favourite television channel. Write a paragraph on why you feel that
this channel is most likable? Do you think it follows the seven C’s of communication?
Support your answer with examples.
4.4 Summing Up
The lesson tells us about the importance of the seven principles of communication. How
helpful are these factors in making communication effective. We learned that a
message is to be clear, within the context, trustworthy, appropriate, reciprocal and
catering to the audience. Without these, a perfect communication cannot be achieved.
These essentials will only make the process better and improved.

1. Clarity, Credibility, Context, Content, Continuity or consistency, Channels, Capacity
of the audience
2. True
3. Continuity
4. (b) The subject matter of communication
46

1. Why clarity is an essential principle of communication process?
2. Briefly explain the seven C’s of communication with examples.
3. “The sender must adopt the message to the needs of the receiver.” Do you
agree with the statement? Support your answer with examples.

2. Handbook of Journalism and Mass Communication- Vir Bala Aggarwal and V.S
Gupta.
4.8 Keywords
1. Channel: A medium or a vehicle through which something may be directed.
2. Ambiguous: Of doubtful or uncertain nature; difficult to understand.
3. Credibility: The quality of being believable or worthy of trust.
4. Integrity: Devotion to moral and ethical principles.
5. Consistency: The condition of holding together and retaining something.
________________________________________________________________________________
47
NOTES
48

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Unit 1-1 CCP

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MADHU BALA INSTITUTE OF COMMUNICATION & ELECTRONIC MEDIA

BACHELOR OF ARTS (JOURNALISM & MASS COMMUNICATION)

UNIT 1 BA (JMC) 101 L: 12

Communication: Concept, Definition, Elements and Process

Seven C’s of Communication

LESSON 1 Communication: Concept, Definition, Elements and Process

1.2 Meaning and Concept of Communication

1.2.1 Etymological Meaning

1.2.2 Origin of Communication

1.2.3 Communication as a social process

1.3 Definitions of Communication

1.3.1 John Adair

1.3.2 Denis Mc Quail

1.3.3 Ashley Montagu and Floyd Matson

1.3.4 W.S Cardon

1.3.5 Newman and Summer

1.3.6 Dictionary defines communication

1.4 Scope of Communication

1.5 Functions of Communication

1.5.1 Informative Function

1.5.2 Instruction or Education

1.5.3 Persuasion or influencing the people

1.5.4 Debate and discussion

1.5.5 Integration or Linkage

1.5.6 Cultural promotion

1.6 Process of Communication

1.7 Elements of communication

1.8.1 Class Assignments

1.8.2 Home Assignments

1.10 Possible answers to Self-Check questions

1.11 Terminal Questions

1.12 Suggested Further Readings

1. COMMUNICATION: CONCEPT, DEFINITIONS,

 Explain the concept, definition, elements of communication

 Describe the process of communication

1.2 Meaning and Concept of Communication

Figure 1: A simple handshake Figure 2: Talking on phone

Figure 3: Day Dreaming

1.2.1 Etymological Meaning

The word ‘communication’ is derived from the Latin word, ‘Communico’ or

Communication is an inter-disciplinary concept because it is a blend of various

______________ ______________________ ________________

_______________ ____________________ ____________________

1.2.2 Origin of Communication

Figure 4: Symbol of Infinity Figure 5: Symbol of Skull and cross bones

(Figure 4) Symbol of Infinity: In ancient India and Tibet, it represented

(Figure 5) Symbol of Skull and cross bones: The symbol is indicative of

Figure 6: Indian Petroglyphs (Rock engravings)

An ideogram is an advanced version of pictogram. It is a symbolic representation of an

1.2.3 Communication as a social process

Communication affects the entire society in a valuable manner. Because of

The Indian society, rich in cultural and moral values is a fine

2. “Because of communication, the societal relationships can be made strong.”

1.3 Definitions of Communication

2) Message (Meanings exchanged)

3) People (Sender and receiver of the message)

4) Language (Common set of symbols)

Adair defines communication as a process of making contact with others.

1.3.2 Denis Mc Quail: “Communication is the process which increases commonality-

The gist of this definition can be understood in two points:

 Communication is the foundation of community. Community life is dependent upon

1.3.4 W.S Cardon: “Communication is not a matter of isolated entities sending

1.3.5 Newman and Summer: “Communication is an exchange of facts, ideas,

____

_ ______