Communication System

❑ Communication: sharing of idea, attitude and skills between

two or more persons

❑ Process of exchanging ideas, facts, feelings or impressions in a

way to gain common understanding (J.P. Leagans)

❑ System: Entity capable of continuing two or more situations

❑ Communication system: collection of communication elements

that are integrated into a coherent system

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Elements of Communication system

❑ Information source

❑ Transmitter

❑ Channel

❑ Receiver/ Destination

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Dimensions of Communication System

❑ Number of objects/elements : with the increase in number of unit the

number of potential links between the unit increase.
❑ Message capability of the links: the number of bits of information
transmitted through a channel interpersonal, group and mass
❑ Volume of the message: how much message actually transmitted through a
channel
❑ Network structure: Direction, Permitted link and possibility of use of
channel
❑ Type of message: informal, formal and semi-formal
❑ Triggering of message: happens in individual, sometimes in group and never
in mass

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Types of Communication

❑ On the basis of use and size of audience used: Individual,

Group and Mass

❑ The communication is determined by:

Number of communicators

Proximity between the communicators

Number of sensory channels

Context of the communication

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Types of Communication

A. Individual communication system

i. inter-personal communication

ii. Intra-personal communication

B. Group communication

C. Mass communication

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Individual communication

Source: google.com

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Individual communication

❑ Individual: indivisible unit of human society

❑ One on one interaction

❑ Continuous feedback based on each individual input.

❑ Affected by:

Individual characters: perception, opinion, comfort, style,

defensiveness, attention and retention

Interpersonal characters: trust, non-verbal communication,

fear

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 Categories of
Individual
❑ Interpersonal Communication
communication: occurs between two individuals

a) Impersonal :

occurs for short term

relation between communicators is not necessary

e.g. salesman and shopkeeper

b) Interpersonal:

occurs for relatively long term

communicators know about each other and the topic

meaningful and deep communication

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Categories of Individual Communication

❑ Intrapersonal communication: occurs within an individual

about certain topic on his own mind

Most basic level of communication

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 Interpersonal communication
1. Contextual view of inter-personal communication :
• Interpersonal communication differs from other forms of
communication in that there are few participants involved,
• The interaction are in close proximity, to each other,
• There are many sensory channels used
• Feedback is immediate

2. Developmental view of inter-personal communication :

• The developmental view of interpersonal communication
places emphasis on the relationship rather than the size of
the audience, and draws a distinction between impersonal
and personal interactions.

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Principles of Interpersonal Communication

❑ Inescapable
❑ Irreversible
❑ Complicated : We don’t actually swap ideas, we swap
symbols that stand for ideas. This also complicate
communication Words do not have inherent meaning, we
simply use them in certain ways, and no two people use the
same word exactly alike.
❑ Contextual

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Principles of Interpersonal Communication

❑ Elements of interpersonal communication

❑ The communicator

❑ The message

❑ Noise

❑ Feedback

❑ Context

❑ Channel

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 Element of interpersonal
communication
Context :
• the situational context
• the social context
• The emotional climate and participants' expectations of the
interaction will also affect the communication.

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Types of inter-personal communication
Direct and mediated
• Direct inter-personal communication
• Interdependent relationship
• Characterized by strong feedback
• Use of various element of non verbal communication

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 Categories of direct inter-personal
communication
• Dyadic communication : a form of interpersonal
communication that refers to the quantitative quality of a
communication relationship between two people.
• Group communication : the act of sending and receiving
messages to multiple members of a group
• Public communication : sender-focused form of
communication in which one person is typically responsible
for conveying information to an audience.

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 Categories of direct inter-personal
communication
Mediated interpersonal communication:
• Mediated interpersonal communication is one of the
most dynamic areas in communication studies,
reflecting how individuals utilize technology more
and more often in their personal interactions.
• Only use of words(orally or written) but there is no
use of elements of non verbal communication

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 Individual communication
❑ Advantages

highly interactive, meaningful and understandable

establishes personal relation

easy to interpret

live feedback

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 Individual communication
❑ Disadvantages

time and cost ineffective

different perception towards content, communication causes

misunderstanding

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 Related concepts in inter-personal
communication
CONVERSATION
Five step of conversation
1. Opening (verbal and non verbal)
2. Feed forward/built up
3. Business/substance
4. Feedback
5. Closing
Conversation is a two-way process, involves various controls,
many associated with conversation turn(the changing of the
speaker and listener role)

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 Related concepts in inter-personal
communication
• Speech act (by Searle and john Austin)
Language is used to do things other than just refer to the truth of falseness
of particular statement.
The logical positivist view argued that language is always used to describe
some fact or situation and unless a statement can be tasted for truth of
falsity it is basically meaningless.
Relationship between what is said and what is intended by speaker
What we say, then often has both a literal meaning and an illocutionary
meaning(or illocutionary force) that is a meaning which goes beyond what
someone, in a literal sense, has said
There are three kind of acts
Locutionary act : literal meaning
Illocutionary act : intended meaning
Perlocutionary act : the effect his utterance has on the thoughts or actions of
the other person.
 Related concepts in inter-personal
communication
Communication competence:
Competence means something is sufficient to meet one’s need
It doesn’t mean the best, outstanding, exceptional , impressive or expert
communication competence refers to the knowledge of effective and
appropriate communication patterns and the ability to use and adapt that
knowledge in various contexts (Cooley & Roach, 1984).
The ability to communicate in a socially acceptable way
Physiology, age, maturity, and ability to communicate affect
competence
 Related concepts of inter-personal
communication
• Self-disclosure The process of deliberately(intentionally) revealing
significant information about oneself that would not normally be
know by others. Moves form less personal to more personal.
• Social comparison theory states that we evaluate ourselves based on
how we compare with others (Hargie, 2011). We may disclose
information about our intellectual aptitude or athletic abilities to see
how we relate to others. This type of comparison helps us decide
whether we are superior or inferior to others in a particular area.
• By disclosing information about our beliefs and values, we can
determine if they are the same as or different from others. Last, we
may disclose fantasies or thoughts to another to determine whether
they are acceptable or unacceptable.
 Related concepts of inter-personal
communication
• Gender differences
Generally speaking, women are more likely than men to seek and provide emotional support
(e.g., expressions of sympathy), attend to the other’s feelings, and engage in more highly
person-centered (HPC) comforting messages (Burleson & Kunkel 2000)
Women tend to value expressive skills (the skills necessary to form thoughts and express them
using appropriate word and grammar combinations) and men tend to value instrumental skills
(outcome oriented)
Women tend to be the relationship specialists and men tend to be task specialists. Women are
typically the experts in “rapport talk” which refers to the types of communication that build,
maintain, and strengthen relationships. Rapport talk reflects skills of talking, nurturing, emotional
expression, empathy, and support.
Men are typically the experts in task accomplishment and addressing questions about facts. They
are experts in “report talk,” which refers to the types of communication that analyzes issues and
solves problems. Report talk reflects skills of being competitive, lacking sentimentality,
analyzing, and focusing aggressively on task accomplishment.
Psychologists have observed that man and women who are androgynous in their communication
styles rather than those who rely heavily in stereotypically masculine or feminine style are more
successful in their interaction with others.
Women self disclosure more then men to friends, parents, spouse and strangers.
 Related concepts in inter-personal
communication
• Meta communication
Communication about the act or process of communicating rather than
focusing on the content of communication.
Our communication depends on body language 55% tonality 38% and
7% text
Sarcasm, irony, satire, and metaphors utilize meta communication to
force the receiver to look at the context or meta communication of
what’s being communicated
 Intra personal communication

Intrapersonal communication takes place within a single person,

often for the purpose of clarifying ideas or analyzing a situation.
Other times, intrapersonal communication is undertaken in order to
reflect upon or appreciate something.
In order to successfully communicate with others we must first learn
to communicate with our self. Interpersonal communication is the
most basic level of communication we must understand who we are
and what we think of yourself
It takes place within a single person, often for the purpose of
classifying ideas or analyzing a situation this is undertaken in order
to reflect upon or appreciate some thing
 Three aspects of intrapersonal
communication are
1) Self-Concept
2) Perception
3) Expectation

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 Three aspects of intrapersonal
communication are
Self-Concept is the basis for intrapersonal communication, because it
determines how a person sees him/herself and is oriented toward others.
Self-concept (also called self-awareness) involves three factors:
• Beliefs - basic personal orientation toward what is true or false, good
or bad; beliefs can be descriptive or prescriptive(spiritual, moral,
social, political etc)
• Values - deep-seated orientations and ideals, generally based on and
consistent with beliefs, about right and wrong ideas and
actions(freedom, honesty, equality, harmony etc)
• Attitudes - learned pre disposition toward or against a topic, ideals
that stem from and generally are consistent with values. Attitudes
often are global, typically emotional
Beliefs, values and attitudes influence behaviour which can be either
spoken option or physical action body image, personal attributes,
talency, social role etc also affect self concept.
 Three aspect of intra personal
communication
Factors that influence self-concept
• How one perceive that he/she is seen and treated by others.
• His/her own expectations and the standards that he/she set for
his/herself
• How he/she compare him/herself to others
• Self-concept lays the foundation for his/her communication with
others one to one, in groups, or One-to-group

Building a positive self-concept

• Can give confidence need to communicate effectively
• Must draw from strengths Must know where need to improve
• Set goals for change

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 Three aspects of intrapersonal
communication are
Perception
Sensory perception is the perception in which an individual or an
organism is capable of processing any stimulus in the environment.
This processing is done when the sense organs are coordinated with the
brain
Selective perception is the process by which individuals perceive what
they want to hear in a message while ignoring opposing viewpoints. It
is a broad term to identify the behavior all people exhibit as we all tend
to “see things” based on our personal frame of reference. Using
selective perception people tend to overlook or forget information that
contradicts their beliefs or expectations.
Personal perception the way a person forms judgments and makes
conclusions concerning the characteristics and motives of others
 Three aspects of intrapersonal
communication
• Expectation are future-oriented messages
dealing with long-term roles, sometimes called
‘life scripts’.

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Types of intra personal communication
• Internal disclosure (deep thinking mode,
prayers, meditation)
• Solo vocal communication
• Solo writing communication

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Group Communication

Source: google.com

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Group Communication

• Groups come together for a specific purpose or to meet an

objective. There are several types of group like intimate group,
task group, social group
• Group communication relies on prior understanding of the
group objectives and the group culture
• Unlike individual communication, individual in group do not
provide feedback directly to one another. Rather they provide
feedback to be addressed by the entire group.

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 Group Communication
❑ Communication in an organization

❑ Communicating to a target group for certain objective

❑ Sharing and exchanging ideas

❑ Collection of information and feedback for any project

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Stages of group communication system
• Innovation- it brings together individuals with different skills and
information, functional and educational back- grounds
• Validation- is a way of communicating that the relationship is
important and solid even when you disagree on issues.
Validation is the recognition and acceptance of another person's
thoughts, feelings, sensations, and behaviors as understandable
• Dissemination- involves sending information through
publications, social media, presentations
• Information acquisition- the task of capturing all sorts of. relevant
information about how things are currently done
• Integration- unification
• Planning and organization
• Action
• Evaluation

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 Three values those are essential for
positive communication
• First value is valid information
• Second value is free and informed choice
• Third and final value is internal commitment

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Group performance is affected by many
factors such as
• Group cohesiveness : the degree to which members are
attracted to a group, are motivate to remain in the
group
• Group attractiveness : individual members attraction to
other members and to the whole group results in a more
cohesive group
• Group satisfaction : worth of their membership in the
group and group overall effectiveness will affect
members satisfaction with the group process
• Group culture : group culture will influence the norms
or expected behavior of the group members

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 Types of Group Communication

❑ Open group (anyone can join)

❑ Closed group (membership closed)

❑ Peer to peer group(all members have equal status)

❑ Hierarchical group (one or more members are distinguished from

rest)

❑ Diffusion group

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Group communication methods
❑ Demonstrations

❑ Fairs and exhibitions

❑ Farm walks

❑ Farmers rallies

❑ Group meetings

❑ Motivational tours

❑ Farmers field school

❑ Trainings

❑ Participatory technology development

 Group communication
❑ Advantages

Increased teamwork and active participation

Different views from different people

Increases motivation

Develops critical thinking abilities (creativity)

Easy to diffuse a technology

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 Group communication
❑ Disadvantages

Personal agendas may cause conflict

Aggressive members can dominate (status, caste problems)

Blame for error is shared

Social loafing

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Mass Communication

Source: google.com

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 Mass communication system
• A process in which a person, group of people, or an
organization sends a message through a channel of
communication to a large group of anonymous and
heterogeneous people and organizations is called Mass
Communication System.
• A formalized process characterized by the transmission of
complex message to large and diverse audience, using
sophisticated technology of communication or the public
communication transmitted electronically or mechanically.
 History of mass communication
• First communication revolution : invention of writing
• Second major communication : the invention of mass
writing by the printing press, allowed to communicate
in larger number
• Third communication revolution : invention of the
telegraph(morse code) in the 1830s
• Fourth communication revolution: what today can be
categories as electronic media devices such as radio,
photography, film, television and sound recording
• Fifth communication revolution : invention of
computer and the communication satellite
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 Some distinguishing characteristics of
mass communication
• The source of mass communication message generally is a person
or group operation within an organizational setting
• Mass media message are sophisticated and complex
• Channels of mass media also called mass vehicles, involves one or
more aspects of technology
• Audiences generally are self-selected, mass audience are
heterogeneous meaning they are large and diverse
• Feedback is minimal in mass media
 Mass Communication
❑ Characteristics:

Messages are sought, understood and influenced by people

interposed communication context

Reaches to large audience relatively fast

Audience have great deal of choice

Major possible effect is influence and knowledge change

Tends to be one way

Low feedback

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Functions of Mass Communication
Surveillance
Surveillance refers to the news and information role of mass
media. This role can be subdivided into warning surveillance
associated with the news media information about such as floods,
military attack, and depressed economic conditions
and instrumental surveillance associated with transmission of
useful information about news products, entertainment guides,
stock market prices, etc.
 Functions of Mass Communication
Information
The most important function of mass communication is dissemination of
information to the public primary through news media-electronic and
print.
Socialization
The media also have a role in socialization, the transmission of values
within a society, particularly the modeling of appropriate behavior and
attitudes. This in turn helps create a stable society with common social
values. In its simplest form, the socialization role of the media gives
people a common discussion topic. Information is presented
appropriately to the audience depending on beliefs values or society’s
norms and experience
Functions of Mass Communication
Entertainment: . Entertainment is the most common function of mass
communication, sometimes called the diversion function because it
diverts us from the real world. Entertainment always has been part of
society. For example, Newspapers for this purpose may include comics,
crossword puzzles and the like. Televisions may show situation
comedies, drama, variety shows, etc. Radio entertainment primarily
consists of music, talk shows,
Effect of Mass Communication
The audience can be controlled through message
The audience can be misinformed through message
Possible change in behaviour, attitudes and beliefs of the audience
 Mass media Channels
❑ Mass media channels

Radio

Newspapers

Print media and audio visual aids

Books

Internet

E-mail

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 Needs for Positive Impact of mass
communication
❑ High literacy rate

❑ High socio-economic status

❑ Source of energy

❑ Content suitable for the culture, society and country socially and
economically

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 Mass Communication
❑ Advantages

Covers large area

Low cost per person reached

Information

Creates awareness

Entertainment and communication

No bypassing

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 Mass Communication
❑ Disadvantages

One way (more or less)

low feedback

Can lead to wrong perceptions

Delay in exchanging information

Distortion

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Communication in 21st Century

Source: google.com

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Communication in 21st Century

❑ One of the major technological evolution

❑ Evolution and development of social media

❑ Key component of learning and relation making

❑ Quick criticism and constructive feedback

❑ Globalization (world as a global community)

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Article review

❑ Article: Jensen, K. (2010). Media Convergence. London:

Routledge

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Article review
❑ Findings:

Development of digital media leads to reconsideration of

communication

Old mass media (mass) and face to face communication

Media has central role in our life

Digital technology facilitate communication as one-to-one,

one-to-many and many-to-many

Climate of change (global challenge in communication)

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Article review

❑ Article: Lundy, Lisa K.; Ruth, Amanda M.; and Park, Travis D.
(2007) "Entertainment and Agriculture: An Examination of the
Impact of Entertainment Media on Perceptions of Agriculture,"
Journal of Applied Communications: Vol. 91

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Article review

❑ Findings:
Use of traditional media is declining

Portrayal of agriculture in entertainment media makes farmers

more active (practice and interaction with others)

Entertainment media have potential short term and long term

effects on perception of people

Agriculture communicator are challenged to communicate

significance of agriculture to the audience

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References

❑ Dangol, B.B. (2015). Extension Education, Second Edition.

ISBN 99946-30-66-0
❑ Jensen, K. (2010). Media Convergence. London: Routledge,
❑ Lundy, Lisa K.; Ruth, Amanda M.; and Park, Travis D. (2007)
"Entertainment and Agriculture: An Examination of the Impact
of Entertainment Media on Perceptions of Agriculture," Journal
of Applied Communications: Vol. 91
❑ Miller, C. R. (1996). Communication in the 21st Century : The
Original Liberal Art in an Age of SCience and Technology.
(August), 1–9.
❑ Thompson, J. B. (1988). Mass communication and modern
culture: Contribution to a critical theory of ideology. Sociology,
22(3), 359–383. https://doi.org/10.1177/0038038588022003003

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 Thank You!!!

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