CHAPTER:3

TYPES OF COMMUNICATION
1.Types of communication.
Many communication scholars view the types of communication basing on the direction or
flow of the message only and as such they classify communication to be vertical, horizontal,
or diagonal. Different types of communications are

1. Based on Structure
 Formal
 Informal
2. Based on the Medium of Communication
 Verbal
 Non-Verbal
3. Based on Flow of Direction
 Upward
 Downward
 Horizontal
 Diagonal
4. Based on Response
 One-Way
 Two-Way

1.Based on Structure

The first one is the structure of communication; the channel used for interaction plays a vital
role.

It can be further bifurcated into the following two categories:

Formal Communication
It is a regular and organized channel of work-related communication within a company, where
the employees have to coordinate through a proper medium among themselves.

Informal Communication

It is an unofficial form of communication arising out of friendship or casual relations, where the
discussions may or may not be related to the work or the organisation.

2.Based on the Medium of Communication

The way a message is framed and the channel used for sending information to the receiver
determines the following forms of communication:

Verbal Communication

Transmission of information which is enclosed in words whether written or said is known as

verbal communication.

A message framed in words when spoken to the receiver is termed as oral communication. It
includes face to face interaction, calls, voice calls, video calls, a recorded message, etc.

Whereas, when the sender drafts a message in words for the receiver to read, it is called written
communication. For example; a letter, an email, brochures, circulars, notice, message chat, etc.

Non-Verbal Communication

As we say ‘actions speak louder than words’, expressing information other than words is known
as non-verbal communication. Any communication remains incomplete without the use of non-
verbal means.

3.Based on Flow of Direction

The direction in which information or a message flows within a formal set up in an organisation
defines the type of communication it is.
Following are the four primary forms of communication- according to their direction:

Upward Communication

In upward communication, the sub-ordinates share their problems, suggestions and ideas with
their seniors.

Downward Communication

When the seniors pass on orders, instructions, policies, rules, norms, etc. to their subordinates, it
is known as downward communication.

Horizontal Communication

When communication takes place among two people holding a similar position in the
organization, it is known as horizontal communication. For example; A sales manager provides
the sales revenue sheet to the finance manager.

Diagonal Communication

When the senior of a particular department shares some information with the subordinate of the
other department and vice-versa. For example; a human resource manager warns a sales
executive for excessive leaves.

4.Based on Response

Communication in an organization can be differentiated as per the need for response or feedback.
Following are the two types of business communication, based on the response:

One-Way Communication

In one-way communication, the sender passes on the information to the receiver without seeking
any feedback or response. For example; an advertisement for a particular product on television.

Two-Way Communication

When the sender shares some information with the receiver, and in return, the receiver responds
to such information, it is known as two-way communication. For example; the manager
discusses the problem of low productivity with the team, and they give reasons for the same.

2.Difference between intrapersonal and interpersonal communication.

The communication with oneself is intrapersonal communication. It involves thinking,

analyzing, interpreting, assessing, contemplating, feeling, etc. It is to reflect the individual self,
with a view to clarifying something.

interpersonal Communication is the one to one communication between two or more persons,
wherein exchange of ideas, information or messages takes place through a channel. It can be a
face to face communication between parties, communication over mail, telephone and the like.

Difference between intrapersonal and interpersonal communication with comparison chart:

BASIS FOR INTRAPERSONAL INTERPERSONAL

COMPARISON COMMUNICATION COMMUNICATION

Meaning Intrapersonal Communication is Interpersonal Communication is the

one, that we have with ourselves, communication between two or
i.e. the communication that occurs more person, through verbal or non-
in our mind. verbal messages.
 BASIS FOR INTRAPERSONAL INTERPERSONAL
COMPARISON COMMUNICATION COMMUNICATION

Persons Involved One At least two

Occurence Continuous due to human nature. Regular, due to social needs.

Media Only a person's internal senses are Supported by a verbal and non-
involved. verbal media.

Concerned with Thinking and Analysis Exchanging and sharing of ideas or

information

3.Difference between oral and verbal communication .

The difference between Oral Communication and Verbal Communication is that oral
communication involves expressing thoughts, information by speaking face to face. Expressing
thoughts is not that very difficult and has many ways to do it. For having communication
between two individuals a common language is to be settled which helps them to communicate
more efficiently and effectively.

Oral Communication is a method of communicating with individuals face to face directly. It

involves speeches, presentations, passing information from a person to another. The purpose of
oral communication is to deliver the message, your thoughts, or a certain piece of information
with confidence. It is a way of interacting and an effective manner to connect with the peoples
out there.

Comparison Table Between Oral Communication and Verbal Communication

Parameters of
Comparison Oral Communication Verbal Communication

Process of exchanging expressions, Verbal communication is a mode of

thoughts, ideas between two or more communication with help of words or
Meaning individuals. sounds.
 The word “oral” comes from the Latin The word “verbal” comes from the Latin
Origin word “oralis” which means “mouth”. word “verbum” which means “word”.

How can it be It can be done directly between two or Communication can be done through
done? more individuals. writing, sign languages, or sounds

Proof No proof can be kept usually. Proof can be kept.

The word “Oral” can be used as an The word “Verbal” can be used as a
Usage adjective as well as a noun. noun, verb, or adjective.

4. Differences between downward and upward communication

Downward communication is the communication where information or messages flows from
the top of the organizational structure form the bottom of the organizational structure. On the
other hand, upward communication is the communication where information or messages
flows from the down or bottom of the organizational structure form the top of the
organizational structure. The differences between downward and upward communication are
as follows:

Comparison Chart

BASIS FOR UPWARD

DOWNWARD COMMUNICATION
COMPARISON COMMUNICATION

Meaning Upward communication is the Downward communication is the

line of communication through
which subordinates can convey
information, to their seniors.
formal chain of command established
to direct subordinates and convey
information, pertaining to
organization's objectives, policies and
strategies.

Nature Participative and Appealable Authoritative and Directive

Flow Subordinate to superior. Superior to subordinate.

 BASIS FOR UPWARD
DOWNWARD COMMUNICATION
COMPARISON COMMUNICATION

Purpose To make complaints or appeal, To give orders, instructions, advice or

give feedback and suggestions assign responsibilities.

Speed Slow Fast

Frequency Low Comparatively high

Examples Reports, direct letters and Circulars and Notices

proposals

5.Differences between horizontal and vertical communication.

Horizontal and vertical communications are the two different types of internal communication.
These two types of communications differ in the following ways:
6.Differences between verbal and non-verbal communication.

7. Differences between horizontal and lateral communication.

8.What are the advantage and disadvantage of written communication?

Advantages of written communication or importance of written communication and
disadvantages of written communication. There are some advantages of written communication.
They are discussed below:

Advantages of written communication:

• Easy to preserve: The documents of written communication are easy to preserve. Oral and
non-verbal communication cannot be preserved. If it is needed, important information can
be collected from the preserved documents.
• Easy presentation of complex matter: Written communication is the best way to
represent any complex matter easily and attractively.
• Permanent record: The documents of written communication act as a permanent record.
When it is needed, important information can be easily collected from the preserved
documents.
 • Prevention of wastage of time and money: Written communication prevents the waste of
money and time. Without meeting with each other the communicator and communicate can
exchange their views.
• Use as a reference: If it is needed, written communication can be used as future reference.
• Longevity: Written document can be preserved for a long time easily. That is why; all the
important issues of an organization should be back and white.
• Effective communication: Written communication helps to make communication
effective. It is more dependable and effective than those of other forms of communication.
• Proper information: It is a proper and complete communication system. There is no
opportunity to include any unnecessary information in a written document.
• Easy to verify: The information and messages that are preserved can be verified easily. If
there arises any misunderstanding any party can easily verify the information.
• Others: Clear understanding, Legal document, Acceptability, Reduction of risk, Creating
confidence, Easy circulation, Wide access or coverage etc.

Disadvantages of written communication

• Expensive: Written communication is comparatively expensive. For this communication

paper, pen, ink, typewriter, computer and a large number of employees are needed.
• Time consuming: Written communication takes time to communicate with others. It is a
time consuming media. It costs the valuable time of both the writer and the reader.
• Useless for illiterate person: It messages receiver is illiterate, written communication is
quite impossible. This is major disadvantage written communication.
• Difficult to maintain secrecy: It is an unexpected medium to keep business secrecy.
Secrecy is not always possible to maintain through written communication. Because here
needs to discuss everything in black and white.
• Lack of flexibility: Since writing documents cannot be changed easily at any time. Lack
of flexibility is one of the most important limitations of written communication.
• Difficult to maintain secrecy: It is an unexpected medium to keep business secrecy.
Secrecy is not always possible to maintain through written communication. Because here
needs to discuss everything in black and white.
• Lack of flexibility: Since writing documents cannot be changed easily at any time. Lack
of flexibility is one of the most important limitations of written communication.
9. Discuss the different media of written communication.
The Medias of written communication can be
classified as follows: A. Media of written
communication to management:

 Special management bulletin: The bulletin which is issued for emergency matters
related to management is called special management bulletin. This kind of bulletin must
be published promptly.
 Management news copy: The less important management issues are published in this
news copy. Generally, this new copy is published weekly.
 Formal management report: Formal management report is one of the most important
media of written communication to management. It emphasizes the upward
communication.
 Officer’s notebook or handbook: Sometimes high officials are given handbooks by the
company in which rules, procedures, principles, work facilities are stated. It acts as a
guide of the officer.
 Publications: Some organizations publish special journals or publications for the high-
level officer. It provides officers information about lost-reduces, safety system, decreases
of accident, improvement of quality etc.

B. Media of written communication for employees:

 Bulletin for employees: Bulletin is published to inform the employees of emergency and
important matters within a very short time. Generally, it is hanging on a notice board.
 Newspaper: Newspaper is a widely used medium to communicate with employees.
Company’s planning, policy, procedure objectives, problems is published in it to inform
employees. Generally, it is published weekly.
 Publication of monthly paper: Some large companies publish it to inform everything to
the employees. The company’s role and plan are also stated here.
 Letters: Letter is one of the most important media of written communication for
employees. Sometimes the higher authority sends letter to the employee without asking
any response.
 Employee’s notebook: Sometimes the management supplies notebook to the employees
in which speech of executives, history of the organization, planning, policy, order for the
work are stated.
 Reading rack: Necessary books for the employees can be arranged on the shelf so that
they can read and get knowledge.
 Notice: Notice is an important medium to communicate with employees. By which the
employees are invited to attend a special meeting.
 Internal circular: It is one of the most important media of written communication. It is
used for internal communication. When all the employees are informed at a time, internal
circular is used.
  Other media: Salary envelope, annual financial reports or statements, Note sheets,
Question box, Essay competition etc.

10.What are the factors that should be considered in written communication?

The word communication brings out a very essential factor of our very existence – socialization. Not
only do humans communicate, but every living creature on this planet communicates too. Their way
and extent of communicating might differ. To name a few – Dolphins, apes, dogs, and even plants
communicate among themselves.

1. Appropriate Words

In the Business world, everything truly comes down to communication. Work is executed by people
and people are humans. They have feelings, expectations, and needs. Choosing the right words in
time is what saves the day.

2. Clarity in intent or idea

A pre-defined agenda or intent of the idea is like setting a tone for your communication. Imagine
you want to give facts in a report and the usage of words like “may” or “could” make it sound
uncertain.
11.Essential factors of oral communication.
Oral communication is the exchange of information and ideas through spoken word. It can be
directly in person in a face-to-face interaction or through an electronic device such as a phone or
radio. The most effective way for businesses to transmit information verbally is through oral
communication such as a staff meeting.

Sender. The sender is the person who initiates communication to the receiver.
Medium. The medium is the format in which the message is being sent. For example, a
voicemail, a face-to-face conversation or a presentation.
Channel. The channel is the platform in which the message is delivered. For example, a
podcast, a telephone or a meeting.
Receiver. The receiver listens and decodes the message sent by the sender. The receiver then
generates feedback for the sender in response to the message.
Feedback. This final stage is the reaction of the receiver, such as oral or written
communication, No response from the receiver is also a type of feedback. This completes the
entire oral communication cycle.
12.What is the suitable situation for oral communication?
In language itself the spoken language is primary language and the written language is secondary
language. There are thousands of languages in the world. Many of them are spoken and written.
Some of them are only spoken but not written. But there is no language that is only written but
not spoken. Oral communication is constantly and continually employed by an individual in the
familial and social environments. Oral communication has also its vital role in business
situations. The following are some of the situations in which oral communication is employed.
One to one (dyadic) communication situation
This occurs in a face to face meeting or even in a talk on the telephone. The meeting between
two persons where message is transmitted, the boss giving instruction to the employee, the
employee reporting something to his superior, or the salesman trying to sell are all one to one
oral communication situation.
Meetings whether small or big are oral communication situations in business. Their contribution
to the growth of business is vital and is discussed in the chapter under the title meetings. In
business as in life the capacity of a person to communicate orally determines his success.
Oral communication is the process of verbally transmitting information and ideas from one
individual or group to another. Oral communication can be either formal or informal. Examples
of informal oral communication include:

 Face-to-face conversations
 Telephone conversations
 Discussions that take place at business meetings

More formal types of oral communication include:

 Presentations at business meetings

 Classroom lectures
 Commencement speeches given at a graduation ceremony

What are the methods that are used in downward communication.

Methods of downward communication:

Both written and oral methods are used in transmitting messages of downward
communication. Actually, the section of media depends on the nature, urgency and
importance of the message to be communicated. The followings are the frequently used
media or methods of downward communication.
 Oral Media or Method: Downward communication is mainly done by means of oral
media or method. Usually, the supervisors give instructions to their subordinates
through face-to-face and telephonic conversation. Beside this, managers also exchange
relevant information to their subordinates through meetings, conferences, lectures etc.
 Written Media or Method: Organization of any size and nature sends important
information to its employees in written forms through letters, circulars, manuals,
bulletins, posters annual reports, etc. generally, letters and memos communicate
important organizational directives; circulars, manuals, and bulletins communicate
policies and procedures and annual report communicates organizational activities and
performance at the end of the year.
 Gestural Communication: Communication can be made through the movement of the
body, facial expression, smile, modulation of voice, sign, handshake, rubbing of hands,
eye-to-eye contact, style of walking, etc. As communication is made through bodily
gestures it is called ‘Gestural Communication.’
 Other Media or Method: In addition to oral and written media or method, audio,
visual and audio-visual media are also used in downward communication. Radio,
television, poster, signal, symbol, graphs, etc. some of the commonly used instruments
that convey messages to the subordinates.
Discuss the essential requirements of downward communication.

Downward communication is the most effective way to direct, supervise, and guide the
employees for attaining organizational goals. Success of downward communication depends
on some requirements or elements that are discussed below:
 Adequate knowledge of managers: managers should acquire adequate knowledge on
the objectives, plans and policies of the organization. If managers are well informed of
these matters, they can effectively communicate with their subordinates.
 Positive communication attitude: In order to make downward communication
effective, managers need to develop a positive communication attitude. They must
realize the necessity of communicating continuously with the subordinates for
achieving organizational goals.
 Developing communication plan: Manager must prepare a plan for communication
and follow the plan while communicating with the subordinates. A good
communication plan contains how much information is to communicate, when and how
to communicate and to whom it will be communicated.
 Shortening the communication lines: Message of downward communication pass
through various levels of hierarchy. This causes distortion or even loss of information.
To overcome this problem, organization should develop a flat structure. This will
shorten the communication lines, eliminate unnecessary delay and minimize the
possibility of loss and distortion of message.
 Transmitting information through the right person: Effectiveness of downward
communication significantly depends on the transmission of information through the
right persons and positions of the organization hierarchy. No one should send a message
to the lower level people by-passing one’s immediate subordinate.
 Using proper media: In order to make downward communication effective,
communicator should use officially recognized channels or media. Sometimes they can
use informal channel to supplement the formal channels.
 Providing necessary explanation: Success of communication depends on proper
understanding of the message by the receiver. Keeping this in mind, superiors should
provide necessary explanations of the message so that the subordinates can perceive it
clearly.

. Advantages and disadvantages of downward communication.

Advantages of downward communication:

Practically in downward communication system, the upper level acts as message sender and
the lower level acts as message sender and the lower level acts as receiver of the message.
Some advantages of downward communication system are as follows:
 Increase efficiency: Necessary instructions are sent to subordinates and they perform their
duties and responsibilities accordingly that is help to increase efficiency.
 Maintains labor-management relations: Systematic flow of information form superior
to subordinates under this communication system good labor-management relation is
maintained.
  Maintains organizational discipline: There is a proper chain of command in downward
communication system. So a sense of discipline may be developed among the employees.
 Explaining policies and plan: Through downward communication the upper level
management can send the policies, plan and procedures to the subordinates.
 Effective decision making: Superiors needed various information to take decision making
in the organization. With the help of this communication, superiors collect information
form subordinate.
 Facilitates delegation of authority and responsibility: With the help of downward
communication, top level executives delegation of authority and responsibility to the
subordinates.
 Help in decentralization: Duties and responsibilities can be delegated among departments
through downward communication.
 Avoid by-passing: Under this communication system, superior send message to
subordinates directly. So there is no chance to by-passing.
 Give direction: Downward communication is directive in nature. To give directions to the
subordinates, top executives use this communication method. Subordinates are received
their required guidelines from superior boss.
 Issuing orders and instructions: To get the work done by the employees, necessary orders
and instructions should be given to employees or subordinates.
 Constructive suggestion: In downward communication top executives provides necessary
suggestions about the job or work.
 Explain the complex issues: Sometimes subordinates needed proper explanation about
the organizational rules, policies and work. In this situation top executives rely on
downward communication top provide necessary explanations and analysis.

Disadvantages of downward communication:

In spite of having many advantages downward communication, there are some disadvantages
which are given below:

 Problem of explanation and re-explanation: It is a main problem of downward

communication. If superior’s direction is illegible in case of such communication, then re-
explanation of this direction is a problem.
 Disturbing discipline: In this communication, if the boss’s direction is seen by doubtful
eyes of sub-ordinates, the chain of command and discipline may be broken.
 Unnecessary delay: The channel of downward communication is lengthy. As every stage
of this communication system takes time to pan the information unnecessary delay is
occurred.
 Efficiency reduces: Morally downward communication is commanding in nature. So there
is no opportunity of the workers to become efficient.
 Loss or distortion of information: Information may be fabricated by the employees to
maintain lengthy channel. So, through this communication information may lose its
originality.
 Reduces relationships: By this communication system relationship between superior and
sub-ordinate may be reduced due to inability and inefficiency of boss.
  Slowness system: Downward communication is the slowest communication method
because it requires passing through the various levels of an organization. For this it may
become ineffective.
 Lack of feedback: In downward communication is a one way communication system. So
there is no opportunity to provide reaction about the work to the subordinates.
 Time consuming: Downward communication requires passing through the various levels
of an organization which needed long time to send information.
 Lacks in efficiency: In downward communication, employees have no opportunity to
provide reactions, suggestions and showing creativity and perform according to them.
 Creation of frustration: Downward communication is authoritarian and directive in
nature and does not allow the employees in decision making process and their creativity.
For this reason employees become frustrated.

. Advantages and disadvantages of upward communication.

Advantages of upward communication:

Here you will get about Advantages or merits or importance of upward communication and
disadvantages of upward communication. Upward communication occurs when information
flow upper the hierarchical form subordinates to superiors. The respective advantages of
such communication are as follows-
 Development of plan: The information received from subordinate plays important role to
help development of planning of the organization.
 Providing suggestions and opinions: By upward communication system, subordinate
takes necessary suggestions and opinions from superiors about the work-related issues of
the organization.
 Motivating to employees: Upward communication system allows lower level staff to
express their attitude or opinion to upper-level staff. As a result, sub-ordinates are
influenced to work more towards fulfillment to target.
 Providing constructive suggestion: All employees are supplied with constructive and
important messages that can help to implement the goals or objectives.
 Good labor-management relationship: Upward communication I participative in
nature. Here, information is invited from lower level executives and employees and on the
basis of this information top executive makes a decision. So, good relation between
subordinates and bosses should create for the betterment of the organization.
 Providing feedback: The subordinate’s reaction is returned to the superior in this
communication system. So, top level management can decide what to do and what not do
clearly understand and followed.
 Creating favorable environment: Upward communication helps to develop a favorable
working situation in an organization by creating a good relation among all employees.
 Promote harmony: Upward communication creates a friendly environment in the
organization which leads to a peaceful and harmonious relationship among the
subordinates and superiors.
 Decision making: Top level executives or superiors needed much information before
taking a decision on a particular issue. Subordinates supply this information through the
help of upward communication.
  Developing creative and innovative ideas: Upward communication facilitates easy
excess of the employees or subordinate to the superiors in providing necessary
constructive suggestions and opinions about the workrelated issues of the organization.
 Facilitating collective decision: Since upward communication is participative in nature.
It communication allows the subordinates to convey their feelings, constructive
suggestions and opinions and the work-related in the decision making process.

Disadvantages of upward communication:

In spite of having many advantages upward communication, it is not free from limitations of
disadvantages. The main disadvantages of upward communication are as follows:
 Changes of information: In upward communication subordinates may change their
accurate information. So, the top executive cannot take an accurate decision.
 Unwillingness: Sometimes subordinates don’t send the information to their superior
willingly. So, the communication system may be disrupted.
 Fear of inefficiency: The main problem of upward communication is fair to superiors.
Generally, superiors make a question about the employees work position and efficiency.
Many employees fear to communicate and share their ideas, constructive suggestions and
opinions with the superiors.
 Indiscipline: Sometimes employees communicate directly to superior by avoiding proper
channel or chain of command. Here disciplines are not properly maintained.
 Bypassing: In the process of upward communication, sometimes workers directly
approach the topmost authority with their suggestions or bypassing their immediate boss.
This is harmful to any organization.
 Flattery: In order to convince the superior bosses, subordinates can take the help of flattery
and for this reason, subordinates may conceal the true and provide incomplete information
to top level.
 Lake of initiative: Generally subordinate is reluctant to take the initiative to upward
communication for a different reason.
 Risk of distortion of messages: In upward communication, subordinates willingly distort
the message because they fear if they tell the original fact to their bosses, they may face
some problems.
 Delay: It is an important limitation of upward communication is the long and slow
movement of information to the higher authority.
 Supervisor’s negligence: Sometimes top-level executives discourage the upward flow of
information and neglect the constructive suggestions and opinions about the work-related
issues of the organization.

Advantage and Disadvantage of Vertical Communication.

Advantage of vertical communication:

Vertical communication occurs when information flows in vertical direction up to down and
down to up within an organization. Thus, upward and downward communication together
makes vertical communication. The merits or reasons of vertical communication are
mentioned below:
 Bringing the people into the communication network: Vertical communication brings
all the people working at various levels of an organization within the scope of
communication.
 Informing organizational goals and plans: Vertical communication is the means of
informing organization goals, plans, programs, policies etc. to the subordinates.
 Communicating directives of superiors: It also helps in communicating and
implementing orders, instructions and advices of superiors.
 Conveying the message of subordinates: Through upward direction of vertical
communication channels, subordinates can convey their suggestions, complaints,
recommendations and opinions to their superiors.
 Motivating the subordinates: Through downward pattern of vertical communication, the
superior can motivate their subordinates.
 Maintaining the chain of command: Established chain of command can be easily
maintained through vertical communication. People at levels of the organization somehow
come within the scope of vertical communication and communicate among them by
following established chain of command.
 Assigning jobs a devaluating performance: Vertical communication facilitates job
assignment and job evaluation in the most befitting manner. Through downward
communication, superiors assign jobs to their subordinates and subordinates convey their
feedback to their superiors through upward communication.
 Identifying the problems of subordinates: Upward pattern of vertical communication
helps to know the employees attitudes and to identify their problems.
 Creating better relationship: Free and fair flow of information in vertical communication
improves relationships between management and workers.
 Coordinating the efforts: Vertical communication facilitates bringing the efforts of all
participants of an organization into a uniform line. As a result, organization can attain its
goals.

Disadvantage or demerits of vertical communication:

Though organizations enjoy many advantages from vertical pattern of communication, it is not
free from limitations. Its major drawbacks or limitations are listed below:
 Ineffective communication: In many cases, vertical communication becomes ineffective
as the sender and the receiver differ in their respective positions or designations. Due to
difference in the status or position of the communications, smooth flow of information is
blocked and communication becomes ineffective.
 Delayed process: Vertical communication occurs through a series of steps from one level
to the next. This causes delay in the communication process.
 Reluctance of subordinates: Sometimes subordinates show reluctance to communicate
with their respective superiors due to fear, distrust or threat. This creates a communication
gap between subordinates and superiors.
  Negligence of superiors: In some cases, the superiors become negligent to send message
to this subordinates thinking that closeness with subordinates will hamper their status,
dignity and importance. This attitude of the superiors creates barriers to effective vertical
communication.
 Possibility of breaking the chain of command: Possibility of breaking the established
chain of command is another burning drawback of vertical communication. In vertical
communication, someone may communicate by ignoring immediate subordinate or
superior. This kind of communication will hamper the entire communication process in
the organization.
 Authoritarian attitude of superiors: In many cases, downward pattern of vertical
communication expresses the authoritarian tone of superiors that leads the communication
in vein.
 Distortion of information: When vertical communication takes place through a long
organizational hierarchy, information losses its original shape and becomes distorted.
Finally, we can conclude that in spite of having the above-mentioned drawbacks,
organizations extensively rely on vertical communication. Therefore, the concerned parties of
vertical communication should be sincere, efficient and careful enough in exchanging
information among them.

What are the essential factors of mass communication?

Mass communication requires some factors to be considered all the time for its successful
activation. Those factors are highlighted below:
 More than One Party: There must be two parties to be involved in mass
communication. One party will be the sender and other party will be the receiver in
mass communication. The interaction between the two parties will create a meaningful
picture.
 Appropriate Media: When communication uses the appropriate media of Mass
communication, the communication becomes fruitful. Lack of proper media may create
confusion and misunderstanding. The intention of communication can be destroyed for
using poor media.
 Exchanging of Opinions: There must be exchange of words, views, news messages,
opinions or emotions between sender and receiver to make a communicative
environment.
 Place of Origin: Message must arise from a source which will give the sender proper
knowledge to provide feedback. Source ensures validity of the message.
 Acceptability and Feedback: Every communication has an objective and such
objective becomes true when receiver understands properly the message which is
received by him. In reply, receiver will give his acceptance and answer what the sender
has asked for.
 Use of Symbol: In mass communication carious code, sign and symbols are used to
make an effective communication. And the use of such makes the message simple,
concise and meaningful.
 For Example: (1)For Heavy Storming in the Sea: Signal 10 ….(2)For Money
Transaction: $(Dollar)
 Objectives: Without any objective, if any message is sent then it is nothing but wastage
of time and money. The message must be meaningful and simple to become clear in the
mind of receiver. Lack of proper objective, it will raise confusion and hamper the
goodwill of sender.
 Other Factors: Proper encoding & decoding, attractive formation of the content of
message, active attention, and courtesy should also be considered during mass
communication.
So, A mass communication is not dependent to a single factor rather it requires the full
participation of above mentioned factors.

Objective of mass communication.

Objectives of Mass Communication or, purpose of Mass Communication –Mass communication

conveys messages to mass people who stay far away from the sender. It is widely used because
of its unique characteristics. To carry out definite objectives, it performs various functions. The
objectives and functions of mass communication are discussed below-

Objectives of Mass Communication:

 To Provide Information: The basic objective of mass communication is to provide

valuable information to the mass people. Information regarding various fields are sent
to the public through mass communication media.
 To Achieve Goals: An important objective of mass communication is to achieve the
desired goals of the organizations by persuading the target audience. Organization uses
mass communication media to influence its different stakeholders so that they help it to
carry out its objectives.
 Promoting Products and Services: Mass communication is heavily used to promote
new and existing products and services. Radio, television, newspapers, magazines,
internet, etc. mass communication media convey messages related to products and
services to the prospective customers. So, mass communication media are considered
as an important media of advertisement.
 To Create Public Awareness: Creating public awareness on currently important
issues is down by mass communication. There are some crucial factors like HIV,
AIDS, vaccination, corruption, pollution, population explosion, etc. that require huge
public awareness and consciousness. Mass communication helps to do it.
 To Explain Govt. Policies: Govt. policies related to sensitive national issues are to be
explained before public to gain their support. Mass communication media are used to
circulate these issues among the people.
 To Create Opinion: mass communication is also used to create favorable public
opinion towards particular issues. In 1971 mass media played significant role for
 creating public support for liberation war that in turn sped up our war against Pakistani
Junta.
 To Create Image of the organizations: Creating the image of products of an
organization and itself is an important purpose of mass communication. Organization
promulgate their products and services as well as themselves to build or uphold
positive image. For example, Dutch Bangle Bank Ltd. has been using different mass
media to inform public about its ongoing programs for acid victims.
 To Bring Coordination among Departments and Branches: Bringing coordination
among the departments and branches of the organization is an important purpose of
mass communication. Large organization have various departments and branches and
for successful completion of organizational activities, proper coordination among these
departments and branches is badly necessary. Mass communication helps large
organizations bring coordination by publishing and circulating different information,
reports, letters, etc.
 To Establish Congenial Labor-management Relationship: A healthy labor-
management relationship is an essential element for organizational success. A satisfied
worker always tries to do good for the betterment of the organization. If workers are
always informed and communicated about the affairs and decisions related to them,
they will cooperate the management to attain the goals of the organization. Mass
communication helps management establish proper communication channel with the
labor that in turn establishes a good labor management relation.
 To Face Rumor: sometimes there may be some rumor of fake information about the
product or service or the organization itself. It is harmful for an organization and
negatively affects its goodwill. In such case, mass media helps the organization
publicize the real fact and make the people clear about the occurrence.
 To Entertain People: Mass communication plays an important role in entertaining
people. Different amusement programs are carried out by different mass media like
radio, television, newspapers, magazines, periodicals, etc.
 To Convey Cultural and Educational Programs: Another important objective of
mass communication is to convey cultural and educational programs to the mass
people. Mass media like radio, television, newspapers, magazines, internet etc. arrange
different cultural and literary programs on different occasions and convey different
educational programs on certain time interval. These programs help mass people to be
cultured and educated in certain fields.
 To Establish International Relation: This is the age of globalization. Now a day’s
every country is to be linked with its development partners. Mass communication
media are widely used by the state to present its image positively before the world
through different programs. Govt. clears its stands on certain international issues by
using mass communication media that show its international relation with its partners.
 Facing Emergency: Mass communication is also used to face emergency situations
successfully. Natural calamities, aggression, war, chaos etc. may cause huge public
sufferings. In order to face such types of emergency situations, mass efforts are
required. Mass communication media are used heavily to persuade people come
forward to help the disadvantaged people in these situations. For example, the mass
 communication media in Bangladesh have played prominent roe motivating people to
come forward to help the SIDR hit people in the coastal area of the country.

From the above discussion, we find that mass communication serves different purposes. For its
different uses, mass communication is becoming more and more popular to mass people.

. Discuss the media uses in mass communication.

Media which are used for sending message to a large number of audiences at home and abroad
are known as mass media. Such mass media can be two types:
1.
Direct Mass Media 2. Indirect Mass Media Both the
types of mass media are explained below:

1. Direct Mass Media: Here message is circulated directly to the audience through the following
media:
(i) Audio Media: Radio is the best audio media. Through this medium advertisement, govt.
message, order, announcement or circular are widely spread for public interest and consumption.
Besides microphones and record players also act as audio media. When message are sent through
this media, audiences receive them by the ear. So, such media are particularly important for
illiterate group.
(ii) Audio-Visual Media: Messages sent through this medium can be seen as well as heard
at the same time.
Television is the audio visual media and the most powerful and influential mass media. Various
documentaries, news, educational shows, adventure series, sports, movies, cartoons and other
programs are telecast and presented through a television to meet the needs of all viewers. The
other media in this group are video, cinema, CD, DVD etc.
(iii) Traditional Media: In addition to the mentioned modern media, there are some other
traditional media such as drama, stage-play, drumming etc.
(iv) Public Address: Political leaders, social workers, famous person exchange words with
people in a function, seminar and meeting which create a live environment.
2. Indirect Mass Media: There are some agencies which facilitates mass communication, which
are:
(i) The Syndicate of Reporters: The reporters of syndicate help mass communication
through supplying collected news, comments, entertaining features etc. to the modern mass
media.
(ii) Press Association: The press association collect news and photos from different
sources and distribute them to the newspaper office, radio and the television center for
publicity. Some worldwide agencies are Reuters, AP, PTI, UNI etc.
(iii) Advertising Agencies: There are many advertising agencies who are engaged to
arrange for advertising goods of their clients and they do this by distributing photos, cartoons,
news etc. to the mass media like radio, television, newspapers etc.
(iv) Public Information Ministry: The public information ministry of the govt. collects
information from various sources and they broadcast this information through radio, television,
documentary films, newspapers, bulletins etc. (v) Other Associations: Besides the above
agencies, research institutions, public relation department of various business concerns and
specialized organizations do a lot for mass communication. They gather information from far
area of the country and conduct activities as directed by the clients.
At the concluded point, We can say frankly enough that above discussed and shown media
are considered as the media of mass communication.

. Difference between oral and written communication.

Difference between oral and written communication can be presented as follows