7 vii) edgment (oiti) t I: INTRODUCTION TO COMMUNICATION ‘ASS COMMUNICATION Introduction to Communication Meaning and Definition of Communication Functions of Communication. Features and Scope of Communication. ipayeortance of Communication of Communication 1QSHT J at noi? apersonal Communication Be eracaal Communication ‘Stages of Interpersonal Communication ip Communication 28to end Communication onT adeeb vance. ents of Mass Communica ea ainCognitive Dissonance Theory = Cultivation Theory. —— “Social Learning Theory Agenda Setting Theory Play Theory Uses and Gratification Theory, = Dependency Theoryto Communication remarked more than two in a society has the need t,, feings ope at despa say, that Communication js Beverballor non vernsr chaps it is one of those te, 'by a lot of people in housay, al Eve, Understanding Mass Com, It FMS o a lot of ‘with a whole diversity of meanings ee or a meeting or ev. a mela newspapers, radio and telovisiy, s, computers, satell jlogies’ and journalists, “are ‘communication es and ‘not only interaction with internal and externa} r is crisp are unable to decipher it been numerous studies ising words, 5 oF communi mbols, is “the process ismits the definition people try (0 yy nl Conumbrality Qy Denis MC Ouse C Introduction to Communication Concept and Defaition 5 ze the behavior of others. A lot of di s.A lot of discussion has been there Leen ing the above definition as people via communication do not alvays try t0 modify people, Communication with friends, family and relatives is not always done to modify or change people but also for a reason that it oat ee a happiness and belongingness. ‘Overall, it can be said that the task of communication is to inform and educate the masses in the society for a better living and for solution to problems and awareness. 1.2 Meaning and Definition of Communication word Communication is derived from the latin noun dnyiis Book stated, “cOmMnUnTcaTTON Ts 3 process whichinereases py But loo requires elements for commcoalty tococcur at all.’ Things like common, culture, language and ality Dene McOuailsces inicationt ts. ee eeseenee soso even a farewell be a communication event. Newspapers, magazines, fon, radio and Internet are all communication media. Communication helps human beings to understand each other and share their joys and sorrows. There are several ways in ‘which a human being communicates. Public speaking, reading ‘a book, dreaming, watching TV are all examples of different ‘of communication that happen in our day to day life. mmunication can happen with lot of people ranging from to oneself to a group of peopl g is the key word used to def fromthe Sanskeittoom sndjazanikaran Fs usually associated with communication. Communication ‘proposes a social relationship be those who participate in the process. In our everyday life, communication cess in which we send and receive messages and c ugh this process we send the information to xr destination. An important aspect ofion to Communication: Concept and Definition 7 sthereceiverto perc, and expectations |, gs a request on the recei,,.. OF rejection. Thy. of information but 31., is power. Communication is the basic source of information about everything that happens around us. It is important for us to know about what is going on in the world for the safety of the human kind. 7 F/ Influencing Function: Communication when done "Properly acts as an influencer. The right message can © convince people to take desired actions that can tell the effect of communication. In the same way it can also : ol ade people o get convinced for abad motive. aa eo a Education and Direction Function: Communication ers “provides information and thus educates us about all A spheres of life. It also directs us towards our goals pai Pe Sent across is ‘work to be done. In any organization directions ee peers ‘ “by top management shows the people their duties iy s panbols and responsibilities. Directing people cannot be done or common language. ithout communication. with ntertainment Function: Communication is a source "of great entertainment as it acts as a stress buster for daily lives. TV shows, movies, music, games, plays and theatre are a few example of this. mation is the sender and ‘need for human race cation works’ Function: Communication helps in asking oy: doubts from people. Interview is a way of . Through interview we try grasp on eee geTntroduction to Communication: Concept and Definition 9 = Media Made Function pet Spoken Specking << ee 8 ney ‘Bxecution — d trained after his/her join. setts aie = wine great role in acquains; oa en Tegulations, colleagic, Nanesiticetion, 2 RY Jistening mney organization. a ee eae ication helps in gettin getting cecng tion them about differen; 7 Rah ie. Ss cculture. It tries to develop her religion and belief. Fig. 1.1: The Process of Communication ee: Mohan & Banerji; Developing Communication Skills snumber of people using forms of mass media. san, inher book on Mass Communication states that of Communication » multiple in nature. It to electronic forms oi ication, common language bbe it addressing 2 to someone in a low is the transmitter of ssage in a form that is Tn the same manner,“Understanding Mass Comin, ledge and information ¢}, inothavebeen possible yh" ‘The need for communi..." n cation, four family to friends 1..." Without communicay, which is more or |.” tion not been there, y. cof cooking, painting, readin ny such more. Communicati® ppy, sad, angry, hatred an . Thus, need cannot only @ be found in birds and Topics Covered te its the basis of the classification is done on the basis fe involved in the interaction. The classification done on the basis of the technologies used.Understanding Mass Com, 12 bs Intrapersonal Communication i je form of communicatio, This is ee ee eatOn happens — wher, Intrapermates with oneself .We spend a lot of timo ¢) SeTitane to ourselves (a lot of times in front of the m, Contemplation over things and meditation are als. 4, Intrapersonal communication. Fig. 2.1: Intrapersonal Communication Source: (Google ImageJimage ~Intrapersonal Communication Intrapersonal communication is the base for any kind oi communication. Even when we talk to someone or to a grou a ee at the end of our mind, talk to ourselves too. In oe Eegemianlcetion happens all the time il Withi fa 4 fithin srstapeceonaliais another subdivision calied ‘Trans- sronal_ Communication’. ‘Transpersonal communication cxoats While conversing with god, spirits and ancestors. Such experiences ds prayers, oe Teligious ceremonies or daily ‘ rypes of Communicat Fig. 2.2: Transpersonal Communication Source: (myfaithradio.com) Image — Transpersonal Communication 2.2 The Process of Intrapersonal Communication Tntrapersonal communication occurs as a reaction to certain “action. This action could be from within us or from an external Source. The sensory organs comprehend these stimuli to send it across the brain. This process is called reception. Human “beings practice a tendency called selective perception. By this We mean, action of high intensity like bright colours, loud Wolumes etc. are noticed whereas low intensity actions go “unnoticed. “After this, stimuli are processed at three levels. These three THevels are cognitive, emotional and physiolegical. Cognitive is based on intellectual self, which comprises of storage, sorting “and incorporation of information. In emotional we think from _ our heart and use emotions for reasoning. No logic is applied “here. Our attitude, belief and culture form our emotional response. Physiological is dependent on our body behavior ‘blood pressure, heart rate, pulse, muscle tension ete.ding Mass Communic, Sender and recy, thappens through 1, sound oF activi. ce OF noise, tication in which the le. In other words, vo individuals is term. allows face-to-face in be either formal Tk is more credible like group or “easily than any is considered terrence or lication is of of information ¢. tive Interpersonal the relationship relationship of 2 are a few examples \ce and time. ees develop pes of Communication Fig. 23: Interpersonal Communication mages) Image — Interpersonal Communication Phatic Stage: This stage is the basic stage of Stag fs Like “ Hilt or a “Hallo”, ing” or even a “Namaste” are a fewUnderstanding Mass Cony, timate Stage: This stage is earmarkect 4, The ae Tsi80318¢ where we op. ones without any social barrier. In thy veal theit most intimate thoughts wi sh mication works on the same line as interper.,, caut the involvement of the number of pec two, Group communication shares thes a communication but in jes. iggerthe sizeof the group the less personal , es. A group consists of a few peop) and ideas and they all work together ‘types for example office team group ‘groups, religious gatherings and have different set of goals to achieve OD ia m= srypes of Communication Gocial welfare groups like fight « ite "tig fpiberemay meet to draft the agenda for the next meeting oF fiarch, Village markets, trade fairs and haats are also example ‘of group communication, F Group communication is a more complex process than Gnterpersonalone.Sincealotofpeopleareinvolvedinthisprocess the chances of misunderstanding a tion imore, The same can happen in interpersonal too but since lonly two individuals are involved the chances of resolving it is flgher in this case. In most case, group communication is time suming, Foups are both small and large in nature. A group must have feast three members to form a group. Small groups may gmiprise of 3-7 members. Small groups are generally informal lin nature, whereas, larger ones have a more formal structure a devise rules and regulations in order to achieve the is of their meeting. It has been observed that small groups @ more efficient in completing tasks and accomplishing goals. Small groups are generally of two types- primary and fBtstussion groups. The primary groups are generally informal fh nature and are fewer goals centric in nature. Discussion groups on the other hand, are formal face - to- face interactions fith a group member. They have one or more group leaders. se mémbers have common purpose or objectives. erally to make such group communication effective the here should have an open mind towards the cause and towards other members of the group. People generally 6 Mass Communication other form of communication that involves communicating vith masses at one go with the help of means of mass media termed as mass communication, Oxford dictionary defines thing which normally cannot be ‘as ‘anoun denoting somet but which may be countable when it refers to different it refers to a large its or types.’ In mass communication,on listeners. The ¢., ly 500 years ola, ,! be made availa), channels that are , ge number of peop rs, Magazines, radio, few examples of cha», an, ‘Any mechanical de it to a large number Communication country like India other oj ong place. A few examples folk media. junication consists of and heterogeneous reproduction, quick to the consumers. ice is large and itted publicly but "Here the message depends upon the broadcasted via is) compaicd a few thousan¢) s of the message a check on whst sis always kept ce, Selectio" of Communication » 16f print media; box office collection in terms of a movie, si ig Point (TRP) in terms of TV shows ad many tools, In all of the above, a considerable amount of ice of the environment also. As per Wilbur Schramm, mass communication does the role of a watchdog. ‘of environment involves getting information ‘conveying information about the society and other ‘elements. Mass communication keeps a close tab on s¢i0 - political - economic events of the country and reports same to the masses in a creative manner. Another nt function of mass communication is Correlation. gave this term. Wilbur Schramm explained the role of dia in correlation function and named it as Forum. In Forum, mass communication allows the exchange of ts and criticism. Forum is a platform where exchange mass communication is a special kind of ition and is very different from the other forms in ack and audience. There area lot of components, jence:Anyone who receives themassmediacontent ‘audience. For example, people watching TV, g to radio, reading a magazine or a newspaper, ‘a film are instances where the audience is heterogeneous in nature and also physically from each other and the sooo ‘and space. The audience is generally, q anonymous’Understanding » pesiback in mais medi 2 Feet wes IIs HOt 8° Quick as or of Semin eral, he of so rurieation where fecdbac i Beet tc comianinton Te fa sottemietion kes a considera 0 ss er enney before gets accumulated pe ais etn expressed in uanatve tor Sess RP and many more 5 Gatkeeping : Gatkeeping is bosical rarente ype ofmasage being tances Bauder searsetiors do galckeeping frome or harmfal messages from being pas lls people. basically sets up bench) ladon that works. pafameter ands a Shien development and detivery 4. Noise Communication is ‘Chinese whispe mst estee paces fom one person to th and then tothelastone, thas been distorted om grat extent. This phenomenon happens i communication also, Noise in mass commur tam further be classified into two Kinds chars nuise and semantic noise. Channel noise is ds of messge duting transmission. For example newspaper channel noise could be spelling, voor misprint or missing lines. Semantic noise is distr" inthe reeption ofthe message. Here the receiver not comprehend the inesaye in the right man Mass Media: Mass media are the carters 0! communication. One cannot imagine. today’s | Without mass media. Mass media provide dies audience with different types of news or program ‘or movies. All the mediums of mass media are equ Powerful as they serve people as per their needs an Fe A ew them are older in nature and ae them have emerged recently with technol ly mass media forms are classified under pr and electronie media, ec Although print med iupplements and colou editions in different langua Electronic media includ ct; that is essential ‘media is much greater than print media be and sound property. This meditim works on electric large coverage in terms of geographical area. Electronic media fs much more quicker than print media and covers a widely dispersed audience Despite of all these ad t00. Too much overdose of information has mad ‘exposed to crime, sex, violence, which has negatively af theaudience, especially children and youngsters s drawback A ntages, mass media 2.8 Tools of Mass Communication munication. These include ‘There are several tools of mass 1 The Newspaper - The term explanation as more than half of the popul newspaper. T ments from many socet newspaper’ needs no think of their morning witho newspapers a combination o and many time periods. Although the roots of is invention dates back to B.C, but the fist printed form of newspaper fame after years of invention of printing press by Joh ‘Guttenberg. As far as India is concerned, by the year 1976, ‘we had 13,320 newspapers in 65 languages available here ‘Although the total cirulation of the newspapers. was notUnderstanding Mass Communic, 2 e@ Os Fig, 25: Tools of Mass Media “source: Image Tools of Mass Media (getty images) spared to western standards, the circulation the newspapers have grown considerably, surviving the problems of competition and reduction in market share duc fo new media. In times to come there is a huge possibility of tablet newspapers with LED screen and touch mechanism. ‘Magazine ~Magazines have a lot of varied content and work a eioretouse of information. They have well defined target audience and they create their content as per that. Magazines like newspapers are dependent on advertisements and they try to reach their target segment through them. The content of magazines ranges from politics to entertainment, sports to housekeeping, health issues to financial matters, beauty to automobiles and many more. They are published weekly fortnightly, monthly, bi- monthly, quarterly, half-yearly and even yearly. They play a very important role in dissemination of information to specific target audience. ‘The Radio — Guglielmo Marconi’s invention Radio is one of the most important and oldest forms of mass ‘communication tool. Radio has a very special place in the hearts of the listeners, as it was the first electronic medium tool. Radio broadcasting came to India via amateur radio clubs in Calcutta, Bombay, Madras and Lahore. All India 2 pes of Communication 23 Radio (AIR) wa ‘ stations, It was - a8 commercialized in 1967, By 1971, 158 Tadio tations were broadcasting in several oval, resin national and foreign lan, Till fis i sca ofehanges expecially afer is privatization that allowed a1 of radio channels to Sci information. # ne i + : Television ~ It is considered «h sidered the most powerful form of aucdience/masses. Visuals attract people more Ho written or oral form and therefore, people remain glued to TV for hours and hours Apart from News, TV showcase: Beton, deta culture, qu, reality shams and many ater things. Vladimir Zworykin, invented TV in 1923 and finally perfected itby 1928. Earlier only experimental TV broadcasts ‘were conducted. It became a common household thing in the year 1938.The year 1959 marks the arrival of TV set in India. Doordarshan was the only channel available through 1980's but the TV industry soon saw a change after the arrival of private TV channels, TV is a very important source of communication but is not portable and requires electric power supply to run. It is mostly a source of entertainment as it provides less information and more entertainment. Films - Films are a source of great entertainment and like TY, cover a large number of audiences at one go. Films are of different types like feature, documentary, educational and informational. They command a lot of attention as they are mostly showcased in darkened theatre where viewers for 2-3 hours forget what is going outside. India is the largest producer of feature films in the world. Cinemas are the reproductions of drama in natural setting because of which their impact is quite high. Unlike newspaper the reach of cinema ranges from an illiterate to highly educated; thus all Records- Thomas Edison invented the first phonograph in 1878 for office dictation. This phonograph dominated the music and sound industry till the beginning of 1880's. HMV gave the Indian music industry a breakthrough in field byUnderstanding Mass Communication ffice in Caleutta in 1907. In the earlier years opening Soe was confined only to classical musie But fic Shifted to folk and patriotic songs too. This increased the sales by manifolds. After this gazal and quawwali singers also started recording their songs. The 80's and 90's was the era of remixes because of the growing young listeners, ‘Almost all music companies like Venus, T- Series. HMV TTips started producing re- mixes to inerease their sale Internet — These days technology has given rise w ‘computers, laptop, tablets and smart phone. All these devices fre extremely handy and work on the Internet technolo. tet information on anything happening worldwide. Internet an be considered a new medium tg spread information to masses. Internet is the worldwide publicly accessible network of interconnected networks that transmit data by using standard Internet protocol. Internet is used for serine information or messages via e-mail, online video. fi sharing, collaboration, voice telephony etc. With the advent ‘of social media sites like Facebook, Twitter, Instagram and ‘apps like Whats App and SnapChat, Internet has empowered the world by online information revolution. Now people can access all information with just a click of a button ‘Advertising, Public Relations and Events ~ Advertising, ‘Events and PR are the tools of promotion mix. These are those tools, which use either print or electronic media 0 ‘promote the sales of a brand or product. The basic aim of all the three forms is revenue generation. They try to sell the products to fulfill the needs, wants and demands of the society. All the three methods frequently use newspapers: ‘magazines, TV and radio channels as well as Internet for the promotion of the product. Giving positive information about the product and its usage does the promotion. Folk and Traditional Media - Traditional medic basically consists of theatre, nautanki, puppet shows Bia eu , They are generally based on and language. India has inherited dia forms in terms of language, Song to ‘types of Communication 25 and dance. Folk media has played a great role in the development communication and generally pass on information on healthcare, nutrition, female education, child rights, agriculture and farming and many more issues. This form has the power to perform live as well as has integrated itself with electronic media Traditional media is considered to be more personal When compared to new tools of mass communication as it has the element of personal touch. Also the use of bright colours and costume, music and dance attracts the attention of the people and henceforth it is easier to convey message. Some traditional forms prevalent in India are ~ Tamasha, Jatra, Keertana, Ramlila, Bhavai and Puppetry ete. 2.9 Mass — Line Communication During the Chinese Cultural Revolution, Mao Zedong, used a type of communication to talk to the masses, which he termed {as ‘mass-line’ communication. Mahatma Gandhi also used the same kind of non-manipulative communication during ‘the struggle for Independence. This type of communication is used at grass root levels for the development of the society. 2.10 Non Verbal & Verbal Communication 10.1 Verbal Commu st of the forms discussed above, make extensive use of rbal communication, as it is easy to express things vocally. ferbal communication can be used to express any thought, ywledge or idea, whereas, non-verbal communication has very limited collection. Apart from the ones mentioned wve verbal communication commonly uses forms like Face y Face communication, Telephonic conversations, Interviews, ictions and Dictation. for effective verbal communication, one has to pay quite a bit tion to pronunciation, vocabulary, pitch, tone and style. iso doubt that the advantages of verbal communication ationBe Understanding Mass Communicati, are numerous as it allows adjustment of messages, immedtiay, Giarifications, saves on time and is more persuasive in natur, ‘They are less formal in natureand are less expensive unlike thay of wecitten communication. Like other verbal communication Siso has a few disadvantages as it is not suitable for lengthy interactions. Mostly verbal messages cannot be retained and be used for future references. May that is the reason that organisations these days prefer written communication to verbal. 2.10.2 Non- Verbal Communication Non-verbal communication refers to “all external stimuli other than spoken or written words and including body motion, characteristics of appearance, characteristics of voice and use of space and distancing.” Alll these non - verbal cues combine together to form body language. ‘Although there is a close link between verbal and non - verbal ‘communication, a lot of studies have tried to show their impact separately. As per Birdwhistell, 35% of message is conveyed verbally, whereas, the rest 65% is conveyed non- verbally 2.11 Types of Non- Verbal Communication The following are the types of non -verbal communication: 1. Personal Appearance The first impression that any person creates on anyone is with the help of his/her personal appearance. It is one of | the most important factors of communication as we judge "a speaker on his/her appearance even before he/she utters a single word. Viewing at a person we form an opinion about him/her and envision the way he /she is going '° talk. A lot of times the appearance of the speaker turns the ‘crowd hostile or happy. It is because of this reason one ©" observe the presence of uniforms in allot of organisation® A __ uniform indicates the type of work performed by a perso" ily this, advertisements and movies have moulded ‘a manner, that looking good is important '" fo - day lives, That is the reason people these essa & ‘Types of Communication a7 3. days manipulate their personal t ersonal appearance to look good People look for clues about the speaker's personality in terms of his/her dress, hairstyle, shoes, makeup etc Facial Expression Face is the most expressive part of the body. It is basitally considered to be the mirror of the mind. Our face conveys a lot of information to people around like. For example, a smile conveys friendliness, a frown conveys displeasure, a wink conveys witticism. A stiff expression may prejudice the audience whereas cheerfulness in the eyes may keep their interest sustained and also arouse a whole-hearted reaction. There have been several examples where a communication failed because of the wrong facial expressions of the speaker. Kinesics and Body Movement The word Kinesics was coined by a well-known expert of communication, named Ray Birdwhistell. Kinesics ig the study of body movements. Basically, these body gnovements are categorized into five types. They are: ‘A. Emblems - These are commonly recognized signs that are used very frequently. For example, putting a finger on the lips which means asking for silence, V sign Which means victory, the thumbs up sign and many such more: Fig, 2.6: Emblem 2 Image - Emblem (Google images)Understanding Mass Communication astrators ~ These signs are directly related to the hs a —— For example, using the thumb and Vac indox inger to describe the size of any product or Fig. 27: Iustrator Source: Image Iustrator (Google images) C._ Regulators As the name indicates, these signs help to regulate the verbal message. Itincludes signs like gaze. Tal med aydionsete Affect displays “expressions like wide eyes (fear), trembI ls, shaky knees and angry stares ‘ones status. These are called affect gestures that produces ening a tie which body language and Js, sits and walks. The y hands and legs indicate good speaker stands with straight, Drooping, indicate that the ig posture with “hands ‘Types of Communication 29 on hips’ indicates an aggressive frame of mind. A speaker is most of the times judged by his/her posture while communicating. Mostly subordinates, while giving their presentation to their bosses do no recline in the chair. In a group discussion a person who takes the turn to speak generally changes his posture when he star's speaking, Walking on the stage with grace, chin raised and chest 7 puffed indicates a confident speaker. No doubt these things are cultivated over a period of time. 5, Gestures Gestures also play a significant role in making the communication effective. A well -timed gesture can convey @ point very easily. A speaker with hands tightly clasped or playing with his/her hair robs the effectiveness of his, © speech as it shows the tension. Shrugging of shoulders, flourish of the hand are few examples of gestures. In fact, if ‘we notice, gestures are used almost all the times with oral ] communication. It is almost impossible to speak without J) gestures. They create an impact and help the listener to get Beppe iticed more casiy. It should also be seen that too much ) of gestures sometimes create distraction. Hence, optimum Usage is a must for effective communication. » is Eye Contact Eye contact is one of the most important aspects of the ody language. Eye contact between a speaker and the listener indicates the sincerity of the conversation. Human beings communicate a lot of things just with their eyes From winking, seeing, staring, glaring we perform a lot of activities with our eyes. The size of the pupil also indicates “a lot of things. The pupil constricts or goes smaller when ‘we are angry and vice versa when we are in good mood. Eye contact is a means of gaining feedback and looking at the eyes of the listener the speaker alters the message. Mostly, this process is automatic and interaction through “the eyes is unconscious. People who don’t maintain eye contact are considered as nervous speaker.oj Understanding Mass Communication 7. Clothing Our clothes provide hint about our personality and al ows, the listener to form an image about us. Clothes also indicate ‘one’s age, gender and interest, Clothes define our societal status and confidence. 8, Proxemics ‘Anthropologist Edward T, Hall introduced this term in the year 1966. Itis a study of measurable distance between people as they interact. Each communicator has his /her ‘own space. This space is usually maintained until anc ‘unless the listener, is someone very close to the speaker In normal social life, generally a distance ranging ‘rom 4-12 feet is maintained. This is termed as social distance ‘Of course there is a forced closeness as in the case of a metro or local train or a lift. Space distancing differs from culture to culture and can often cause embarrassment to @ communicator in a foreign culture. In latin culture, for ‘example the space distancing is smaller and people tend to ‘bemore comfortable standing closer to each other, whereas, in Nordic culture the opposite is true. The diagram (2.8) given below indicates space distancing. ntimare space (as Feet) Personal space (Feet) s Social space , (tee Public: (25 Feet) ok Salers ma: bes Dingtam Depicting Edward T. Hall's Personal Dubie nding Roce ea — es of Communication ‘Typ ti 31 9, Para Language Oral communication does not only mean spoker pitch, tone tempo, resonance of voice and sound. These vocal characteristics are referred to as Para Language. The study of Para- Language is known as Para — linguistics. Speaking without a pitch makes the conversation boring and monotonous. Pitch is basically lowering or raising ‘nes voice. Resonance on the other hand is the variation fo the volume from quite thin to loud. In text - only communication Para language can be shown by elements ike emotions, font, colour and abstract characters. 10, Smell and Taste } Human beings are very sensitive to smell and very often ) We judge a person on that. Body odours indicate a man’s personal hygiene. We also send out a lot of information with the type of perfumes and body mists we use. We brush our teeth after eating onions and garlic to avoid public embarrassment as these food items spread mouth ‘odour. In the same manner, taste also sends a lot of non- verbal cues to others. .12 Written Communication Iritten Communication means communicating with written Printed words. Printed materials could both be formal and in nature, For example, a mail typed to the boss is mal, whereas, a handwritten letter to father is personal and al in nature. Like other forms, written communication does writing and sending messages. Itis just that they are it from oral communication in terms of words being. ten surrounded by white space. Not only this written vunication when compared to oral form is more formal follows rules of grammar. today's world, written communication holds a lot of yportance. In earlier days, the organisations did not $0 many people working under them so the mode of# Understanding Mass Communicarin, ion was verbal a lot of times: The ratio of ), a today for employment is mt ig démands assignments or work to Iga TE ao that they can be checked yn ent generally communicates the, ‘especially e-mails these days of people at the same tine fion is more like recording the asa reference in future. ractice is required to master this Alotof people are great verba| helps a person to write effective af written communication also is 7 So the writer should | message in such a way wunication also has its set ‘Types of Communication 33 "of advantages and disadvantages. Written communication is. permanent record and can work as evidence in times of 7 disagreement between two parties. It can be used as a proof of reference, which is totally legal in nature. Usually written ges are More accurate and in nature and contain more nformation when compared to verbal messages. Long and thy messages can easily be conveyed with the help of written munication, The disadvantages of written communication e that written messages can be sent to only those who have dd literacy can read and write, Generally, this form is time consuming and expensive compared to verbal or ‘communication, Also the feedback gets delayed, as one to wait for the reply of the person to whom the message 3s been sent. en communication holds a very important position in, id of communication so it has to pay a lot of attention on certain rules and regulations. These regulations are based on the principles of unity, coherence and emphasis. These principles along with other requisites like language and planning make the communication effective. C’s of communication include: ~ Clarity - The writer should make sure that the message is extremely planned and clear from start till end. The | message should clearly indicate the purpose for which the message is written. Clarity of the language is the "first thing that one should keep in mind while opting for written communication. 2 Completeness ~ A message should alwaysbe complete "ile. it should cover all the details which is supposed to be given. The content should be double checked to nsure that no important message is omitted. It is very It to persuade the reader with an incomplete : ge. The sentences, paragraphs and the entire cript should be unified. The flow of ideas while writing ‘ bbe arranged properly and should progress into oe store uid wnat MnUnderstanding Mass Communication 3, Coherence — Simplicity is the key to successful Communication. Coherence means bringing along Several ideas under one main topic in any paragraph Cleat and simple communication helps the reader to ‘understand easily and better. Relation and clarity are two important aspects of coherence, 4, Conciseness - Conciseness means being precise ic saying no more than required. Those sentences or paragraphs, which will not yield result, should be Prnitted. Messages that can be completed with fewer words are more effective and impressive than the same ‘message, which is lengthy in nature 5, Credibility - A good writing is extremely powerful as it persuades the reader to do the work that the writer desires for. A clear message ensures credibility because it is easy to understand by everyone. Correctness and completeness also add to make the sentence more credible 6 Correctness - Written communication must have correct tone, spelling, language, grammar, format, stress, punctuations etc. The sentences should not be ‘inaccurate. Incorrect statements lower the value of the writer in the eyes of the reader. Not only this, the subject matter should also be correct and it should be checked and editing before transmission. 7. Continuity - The message should not have technical Hiepe fe thes meanings are known to only 4 few results in great confusion to others. Usage ‘of fewer words brings continuity and clarity. If the continuity is maintained till the end of the document, there are high chances of getting the work done. 2.13 Formal and Informal Communication Formal : whods a tunication refers to communicating with people Formal compe on&!0 our personal or intimate space. Generally ‘ccurs with people who we meet at our ‘Types of Communication 35 workplace or people who we meet for the first time at social gathering. This type of conversation is done basically to strike fa conversation or to inform someone about a work which is ‘supposed to be done. The use of formal communication is more in situations like public speaking, mass communication and official communication. Not only language and grammar but attention is also paid to the speaker's dress, posture, gesture etc. Formal communication channels generally relate to the structure of the organization like meetings, bulletin boards, participation in group events, internal newsletters, reporting relations. Informal communication on the other hand carries a personal touch as it involves communicating with someone who belongs to our personal or intimate circle, These include our friends, family and relatives and the people we love and care for. These conversations are generally lengthy in nature and fare meant for entertainment purpose also. Communications during small get together or meeting for a cup of coffee to big, family events like birthday and weddings are also generally informal in nature. Informal communication channels generally develop through Social interaction. These include conversations at break times, rapevine and Consensus. Eo We're Not _Gossiping We're Networking 49 & Fig, 2.10; Grapevine and Consensus (Google images & spectator.co.uk) Image - Grapevine and usMass Communic, jal communication, G. t all levels of organis;,,,." ‘There are many channels ‘The channels of xed or motivated by ‘of communication like ‘communication are tools of Tor documen ‘written, spoken, verbal, mass media like TY, radio Beeps: nonverbal and also mass Fahd ‘magazine in considered ‘5 |: = — n the organization. Mo. i . Ini cape these in it y mass audience engagins ees TY Prove : Similar goals or behavior but is unknown to each other. Particular topic mmunity. Most, n through consensus i " Wie iS NO Opposition to iscussi communication also i ‘performs same function as . ‘communication but the main function is ‘entertainment’ as mass communication nity pak vaUnderstanding Mass Com, constraints ‘on physican or patient named a lot of barriers tht ation but broadly they can be Barrier, Physical Barrier ari em at a ge - This type of prot or and the receiver 40" municate and also belo" s, The ignorance of rier to communicil Barriers to Communication “ communication less effective. Words carry a lot of Meaning, actions and emotions. Poor vocabulary does not allows the communicator to speak and write effectively because of which the receiver does not understands the message clearly. Poor Grammar, Punctuation and Tone of Voice - Poor expertise on grammar, punctuations and tone of voice is a barrier to verbal communication. Good vocabulary is of no use if the communicator does not know how to use it in a sentence. The communicator should have proper knowledge ofnoun, pronoun, verb, adverbs and other elements of grammar to communicate well. Apart from this, a meaning of the sentence totally changes with wrong use of intonation and punctuation marks. A lot of people do not pay attention to them but these small elements can change the meaning of a sentence totally. Tone of voice is the way a sentence is spoken. If a sentence is spoken without any punctuation, it “becomes monotonous and hence the receiver looses the interest in listening to such messages. Semantic Barrier ~ The same word can have different, meanings for different people.It has been found out by language experts that approximately 14000 words of English language have 500 different meanings. Therefore, there are high chances that a sender and receiver can perceive different meaning to same word. ‘A lot ot words have both positive a> well as negative inferences. For example, the word ‘cheap’ can mean both lesser-priced as well as low standard at the same time. ‘Usage of Jargons — Jargons are terms that are generally Frome complicated or technical in nature and create ‘a lot of confusion. These terms make the sentence structures look complicated and the receiver finds it hard to decipher such messages. By avoiding such words, messages can be made more simple and easy to, understand.ee? “Om, ge - Usage of phrases leads to a lot of misur @tand receiver. By ,.,""hy simplesentences can. mimunication process j,.""* f saying ‘ina Dumber, ally’ OF instead of can say ‘end, lichég Round Nderstay ang ee that interferes with tsasa disturbance inj, lostly noise is in the form, Of Visual, audio visiy ical noise refers to lous Or stereo that makes ct lunication creates and ips. These relationships ar if a subordinate does period of time it . If two people who ae her stay away from each at the sender and the communication if devi ea Barriers to Communication 8 of values. People of different age groups have different Sets of liking and interest and hence they generally try toxmake friends with their own age group. It’s not that, two different generations do not speak to each other but the chance of communication gap is higher. 3.3 Social Psychological Barrier *- Status or Class Barrier ~ Status is the rank, which a person holds in a society because of his abilities, salary, lifestyle, age, class etc. The society has been divided in such a manner that status reflects power, authority and the responsibilities allocated to the person. This, ‘has created a communication gap between people of higher status and lower status. "Selective Perception - Two different individuals can decode the same message in different manner because of human beings nature of selective perception. We perceive things depending upon our power of hearing, sight, taste, touch and smell. Some people have limited ange of these senses, whereas, some others havea very sharp sense.-The same fifty-rupee note may hold no importance for a kid of normal middle class family but Jot of importance for someone from a poor family. '* Attitude and Values ~ People decode the message in terms of their attitude and values. Attitude and values "depend upon the background of an individual. Same individual will have a different set of attitude for t people accordingly to their relationships and ast experiences. A lot of times this personal attitude 1d value hamper an effective communication. We i davon layoursble althice wwasiaae, ch i able to our opinions and attitudes. ee our attitude totally changes towards which are not acceptable to us. . - A few people believe that no all Sich people ae ot open eas “ é‘others and are nar, ople when they wor, t to handle as they hamper not accepting any «,, the process 4, another generally message looses i, This. distortion ch is harmful for an, Beene ofthemajor problems understandings or Histen to others with ten due to various and drifting jpter-4 ements and Process ommunicationUnderstanding Mass Commun through which the message is oral communication, itis air ion it consists of paper someone who decodes it and accordingly ements and Process of Communication a7 4.2 The Communication Process ‘According to David K. Berlo, ‘the wi communication involves six steps. mayne i a {.Ideation, 2. Encoding, 3. Transmission, ‘4.Receiving, 5. Decoding, 6. Acting’ Ttis a dynamic process that involves a series of : ; a series of acti reactions with an aim to achieve the goal. some et ead Woe imap: sagt > ied ae 2 2 Con | ——— eee Fig. 5.5: Wilbur Schramm Model -1 Fives Hevea tsi! Shannon ‘Process and Effects of Mass ese Theory he es fects of Mass Communication Ed. By Wilbur Weaver, 1949 4 ‘Basically, the communication model comprises of four such a process, it is import ae i ; Dae witheach ane inn “LA sourte of information, which decides the message to ‘be communicated. ‘ = ender and the ther] This is quife easy e -ach othe ite easy in case of eee like radio and TV and the receiver but complicated during human communication.(in case communication the human receiver must be able to \d the human sender.5~ Say the above in mind, Schramm modified his model bi to fig 5.6) rth g for Field aT somiman pepeTENS P Field of experience Field of experience Fiend Gectination understanding Mass Commi a media tieism where media was bia, ural ote Calture. During different S e thing that Mies one thing that remaj, tion Heo communication theories lopment tion scholars never hesita Ica by developing their ,. isting | 85 SO ation theories were main comet of media Beeociety, While roleand FF media only, others concer ts focused O% os of development of communi ation lia was powerful and ag cd assumed that med! imedia. At later stage, thro, ietens= ue methods of social scienc. 1 Jao conclusion that the success esearch, scholat i pn users of media, In many par Peeaisted functioning of different of media as mnedia to be advocating polit “on many occasions. ae* century onwards, communicat developing different theories related « ‘communication theories looks obsolet till held relevance in other parts of th. ‘over these years may media. While some in Indian context its world. The theories to relevant in eurrent scenario but every theory develop, duringits time was ofimmense importance for the society» ‘communication scholars. In this chapter, we will study important communication theories developed during differ. eras of mass communication which will provide insights in role of mass communication in society and the way in which audience utilizes different mass media. 7.2. Magic Bullet Theory As the name indicates, magic bullet theory refi s ry refers to me shat have besnaaaaa camer? hhead directly. In this case as gun and themessages are its magic bullets that hit themind of the audience or receivers. Here, the communica! wunication Theories 2 sgt assumes that the receivers are passive and defenseless Mecopt whatever is shot at them F THE HYPODERMIC NEEDLE THEORY and Fig. 7.1: Magic Bullet Theory SGource: Google Images eis very similar to a bullet fired from a pistol which is almost impossible to defend. The magic bullet theory emerged during gra of mass society when media was considered supremely powerful. As per this theory, media has direct, immediate and Wwerful effects on those who pay attention to media. This theory also assumed that media reached every individual with the same impact and brought similar behavioral and cultural Ichanges in the entire audience. wo common assumptions dr are: a awn from magic bullet theory People receive information directly from the mass media and are not dependent on any intermediary sources b. The reaction is individual, not based on how other people want them to perceive. For the critics who believed in media to be powerful institutions, they praised and accepted magic bullet theory. Mass media was considered cleverer and highly manipulative @5 compared to existing audiences. Media played the roletion Theories eo Understanding Mass... Mn st, Sele ance or appeal of specific messages. The utilization mat da tool by media emerged due to political conflicts e es gre. Even the minutest conflict was escalated to higher fred the situcayt baka # part of Propaganda unless it became established fact. lained N to be VE a 2° aganda could have been controlled only by restricting i forms of political communication that let to conflict. Baake the a. ™e Je, when magicbullet theory was becoming popularand ee reccd in maaiation ly accepted, it was Lasswell who rejected simplistic Beimany soc let theory. As per his argument, propaganda was grely using media to lie to the people and making the jnication effective and impactful. The propaganda sple to change slowly and accept radical ideas and s propaganda in reality is a long term campaign always cited about » ted on, October 5: uw dy formed Mercy edition of H.G. Wwe eve, radio progr etin” for the fet et was that Martian ® lace called Grover’s Ni) symbols. He further stated that if these cultivation turned out to be successful, these symbols will be \s master or collective symbols. Master symbols are with strong emotions and possess the power to rge scale mass action if they are used wisely. For emotions we experience when we see our national the result of single exposure to it. Rather, we have the flag in countless such situations in the past and \S acquired emotional meaning because of previous gy, civil defense ang ment. Out of twelve the broadcast, abc Peteectous shen ret ysteria disrupted households qused traffic jams and cloggei fled their city homes to se grocery stores and begun a state of chaos, and tis a Millon Step Flow of Information/ Two-Step early days of development of communication theories, med that flow of information takes place from to masses. But according to two-step flow theory, the tication flows in two directions- horizontal as well as other words, there are two steps in communication s the name indicates. The flow of information takes media to certain opinion leaders and then from — é = as hypodermic need given by Harold Lasswel anda was decide! mind of audiences and m: understanding Mass Cop, bs "Mlcati, get of audience. The }, alks about flow of in,°"%on, theGeaders while vertically mesg. tio, ‘0 opinio® Jeaders to the other Populag. 8 es 4d by prominent comm, was develOP pin Katz, Bernad Boys)! tion Ge ul La media theory where mmo” Sng E Unlike MA y ece authors found les. << : 1 power, leiia on society. They discoya / more Be ee crocs faa deed MO" is theory, Tole of opinion 1°" ' ration. 1 fiend his team suggested pa seed ie naval was offen routed cau vital role in communicati,.“ ioe Bree tacgeriimpact Homec'® meee ts were themselves little gp..\'°* Hola of two step flow of informayh They diminish the importan. ‘heir direct influence which originally." Fig. 7.2: Two Step Flow Theory . Leaders: In two step flow theory, those who receiv media and pass on information to opini as opinion leaders. Opinion followers « élieve and follow opinion leaders. Critically, those who are more in contact with media are referred Pppmiication Theories a1 Vopinion leaders”. It was found a merely transmitters of mess at opinion they interpreted political er co. faders were ferent forms of media ther mle at rates of uninformed population Gn shan Sesea sto a faders were found to be persuading people ee pie! Grrected by political agents. They tried "perconar erty ersonal influence atekeeping the message dissemin Bored the information which might bem ee hey society but not for Political parties. On the othe: hand Jeaders were also seen as changing agents of the soviete thon faformed the audience about the malpractice: of meget new media try to impact the society by setting the wean favor of elite or selected group ae be beneficial for the ike any other theories, there were many limitati gep flow theory. Firstly, the theory was developed considering the mass media like newspapers and radio and television wee inor taken into consideration. With the advent of television Gifuation is quite different in the current scenario as. the belief system relies more on television than opinion leaders. Freasuire how people actually use media on day-to-day basis. Thirdly, the latest findings on two step flow of information are quite contradictory to earlier findings. 7.5 Limited-Effects Theory This theory was developed by the end of era scientific perspective and beginning of era of limited effects. Defining the perspectives on media, Lazarsfeld developed limited effects theory. As the name signifies, Lazarsfeld explained through empirical observations that the role of mediais limited in playing an impactful role in the society. It was contrary to existing notion of that time (1930s) when people accepted media to be most powerful and playing a direct impact on the society. Some of the common observations of limited-effects theory conducted between 1945 and 1960 are as following: There is no direct influence of media on individuals as most of fhe members of the society get motivated by family members,ganding Mass Communica, on In case of any ag what media Rave Se bers of the society Th media theory w),,"* fenseless and accept, to other member. a failure of such messay, Ifopinion leaders are ss will not be able to pass th. le of media thus ge, individuals or adults point of time as they ‘a particular politica) timents. In all these that impactful as it is with different sections ; watch media might those who interacts under the influence and behavior is different in their tes thateach of us reacts different qualities beliefs, motivations differently for similar tion Theories a ja contents. The audience has the power to accept or reject jessages. The impact of media also varied on different depending on their culture and upbringing in the fessors Melvin De Fleur and Sandra Ball-Rokeach Ik Theories of Mass Communication state: Individual perspective implies that media messages contain ¢ stimulus attributes that have differential interaction onality characteristics of audience members. Since ividual has different personality characteristics, it is at there will be variations in effect. of individual differences and their distributions spullation of a society became an important area shological research. The perception, habits, needs, , beliefs, moods, skills, attitudes, and so on plays al role in selecting media and interpretation of This indicates that audiences are very selective in each as what to read, listen or watch and through ms of media. This also means that for similar media the pattern of understanding and interpretation may it for different individuals. These differing effects ly caused by selective exposure, selective perception ive retention of media content by audience. These ‘as barriers to communication process between ‘and effect as for similar media content there will be - exposure, perception and retention by individual of the society.Pe messages which Bless People will jo. ng With their thoy. uses dissonance systems. Morey, a must meet their xposire leas or existing ideas «» y creative innovati V accordance with the read and accep, ed requirement ir held perceptions or preted. For example, tician, he will like with which we agn s unfavorable, we may ee. If any portion of speech or entire wipe it completely from our similar situation happens in classroom scenario er gives lectures on numerous topic but students e to only those topics which either interest them or Tequirements. i nitive Dissonance Theory “May be defined as “the process of acquiring ge and understanding through thought, experiences, es”. While dissonance may be define as “the state ent hetween people or things”. As per cognitive theory, there is a tendency for individuals to seek among their cognitions (ie, beliefs, thoughts, . When there is an inconsistency between behaviors (dissonance), something must change to dissonance. In the case of a discrepancy between d behavior, it is most likely that the attitude will mmodate the behavior.7 ghta 00d flat and that a good fat sho g and there should be aden nou be comfortable by cilities. Dissonance ultivation Theory theory also known as ‘cultivation analysis’ was by George Gerbner in 1967. This theory found its ‘by the end of era of limited effects and beginning criticism. It addresses major queries about role of ociety. As the name indicates, this theory is based on mption that media has subtle effects on audiences the thought process gradually. y revolves around watching television foraprolonged time and subsequent habit that gets cultivated in s. According to this theory, persistent exposure to has the ability to cultivate common beliefs about and the world. Those people who watch television hours gives opinions or answers a question that similar to television opinion or answers. The central f his theory is that TV ‘cultivates’ an idea and thought - might be wrong but becomes the reality as we Weigh the dissonan ence believe in what is shown by television. The .ctor over here is that our judgements are based on are no longer lity’ which might not be real. and his colleagues observed that many messages of do not actually portray reality but are peroeiyed because of repeated exposure. They also said that than short term impact on i dies 1Ortaltivation’ look for specific conditions thatsnication Theories 30 gh there are no con. {theory appeats as a three stage process adopted by vation, it can be calcula, dee fia. The first stage deals about selection of news and aparticular progran, —“b the same in desired package by a process known sping’. The selected information in the form of agenda constitutes the second stage. And the final ‘be referred as the impact created in the minds of the jom the issues presented. This theory is based on the jon that if any news item is presented prominently quently by mass media, there will be higher level of ce and public will perceive it as important news. ‘most common notion about press is that it does not tell us what to think, but tell us what to think about. lers Over the years studied different forms of such as newspaper, television, radio and all other mews agencies and concluded that personal agendas from cultivation the. set by media. Due to continuous a,j the medium is deems, ‘teaching however can j, Personal experience upon the interest ¢; and interpersonal communication this theory talks abou | | theory also explain, egeettinny ly from observations 7 ma agenda [~~ | agenda age research during In of the imortance |” in specific area ani Real-world indicators ofthe it ‘of an agenda issue or event area. It was observed that ‘smostimportant is selection of important Prominence over others. Agenda Setting Theory by Maxwell McCombs and as the name indicates, is Donald L Shaw representing it to the 1 ; seeepieniation ‘organizations be it newspaper, television or radio, abundance news on daily basis and only a few of ‘selected for dissemination. The process of selecting