Mass Communication

 
Mass Communication is defined as ‘any mechanical device that multiples messages and takes it to a
large number of people simultaneously’. Face to face conversation is called interpersonal
communication, a college lecture or a public speech will be examples of group communication, when
we are involved in thinking process, and it is intra-personal communication. In addition to all these
types of communication we also indulge in yet another level of communication when we read
newspapers, magazines or books, listen to radio or watch TV. As the message is communicated to a
very large number of people or to a mass of people, it is called Mass communication.
 
Mass communication is unique and different from interpersonal communication as it is a special kind
of communication in which the nature of the audience and the feedback is different from that of
interpersonal communication.Mass communication is the term used to describe the academic study
of various means by which individuals and entities relay information to large segments of the
population all at once through mass media.
 
Both mass communication and mass media are generally considered synonymous for the sake of
convenience. The media through which messages are being transmitted include radio, TV,
newspapers, magazines, films, records, tape recorders, video cassette recorders, internet, etc. and
require large organizations and electronic devices to put across the message. Mass communication
is a special kind of communication in which the nature of the audience and the feedback is different
from that of interpersonal communication. Mass communication can also be defined as ‘a process
whereby mass produced messages are transmitted to large, anonymous and heterogeneous masses
of receivers’.
 
 
COMMUNICATION PROCESS
1.      Context- Communication is affected by the context in which it takes place. This context may be
physical, social, chronological or cultural. Every communication proceeds with context. The sender
chooses the message to communicate within a context.
2.      Sender/ Encoder- sender is a person who sends the message. A sender makes use of symbols
(words or graphic or visual aids) to convey the message and produce the required response. For
instance- a training manager conducting training for new batch of employees. Sender may be an
individual or a group or an organization. The views, background, approach, skills, competencies, and
knowledge of the sender have a great impact on the message. The verbal and non-verbal symbols
chosen are essential in ascending interpretation of the message by the recipient in the same terms as
intended by the sender.
3.      Message- message is a key idea that the sender wants to communicate. It is a sign that elicits
the response of recipient. Communication process begins with deciding about the message to be
conveyed. It must be ensured that the main objective of the message is clear.
4.      Medium- medium is a means used to exchange/ transmit the message. The sender must
choose an appropriate medium for transmitting the message else the message might not be
conveyed to the desired  recipients. This choice of communication medium varies depending upon
the features of communication. For instance- written medium is chosen when a message has to be
conveyed to a small group of people, while an oral medium is chosen when spontaneous feedback is
required from the recipient as misunderstandings are cleared then and there.
5.      Recipient/ decoder- it is a person for whom the message is intended/aimed/targeted. The
degree to which the decoder understands the message is dependent upon various factors such as
knowledge of recipient, their responsiveness to the message, and the reliance of encoder on decoder.
6.      Feedback- feedback is the main component of communication process as it permits the sender
to analyse the efficiency of the message. It helps the sender in confirming the correct interpretation of
message by the decoder.
Feedback may be verbal (through words) or non-verbal (in form of smiles, sighs, etc.) it may take
written form also in form of memos, reports, etc.
 
 
MASS COMMUNICATION
It’s the process of delivering information, ideas, and attitudes to a sizeable and diversified audience,
through the use of media developed for that purpose. Its not face to face communication.
Mass communication has an approach that convinces one part of audience and alienated another
part.
A successful communicator is one who finds the right method of expression to establish empathy
with the largest possible number of individuals in the audience.
 
The mass communicators task breaks down into 2 parts,
1st knowing what to communicate and
2nd how to deliver the message to make the greatest possible impact on the audience.
The audience in mass communication according to Wright’s (1975) is relatively large, heterogeneous
and anonymous to the audience.
In mass communication the size of the audience makes it impossible for the mass communicator
and audience members to interact face to face. In addition, to being a diversified group the receivers
in mass communication are for the most part unknown to the source. The experience in mass
communication is public rather than private because the messages are not addressed to particular
individuals, it is intended for rapid consumption by large number of people.
The source of the communication is not working in isolation but rather from within a complex
organisation.
 
CHARACTERISTICS OF MASS COMMUNICATION
1.      Mass medium: A mass medium makes it possible for the message to reach far beyond the
immediate proximity of the sender.
2.      Limited sensory channels: the presence of a mass medium limits the number of sensory
channels upon which we can draw.
3.      Impersonal communication: messages in mass communication tend to be impersonal because
of the distance between the sender and the receiver.
4.      Gate keeper: is a person who by selecting changing and rejecting messages can influence the
flow of the information to a receiver or group of receivers there are 3 functions of gate keeper.
a)      To limit the information we receive by editing this information before it is disseminated to us
b)     To expand the information we receive by giving us additional facts or view.
c)      To reorganize or reinterpret the information.
5.      Delayed feedback: the feedback in mass communication is not as immediate or complete as it is
in face to face communication and since mass communication usually involves a chain or a network
of individuals, the feedback intended for one person in the chain is likely to reach a different member
of the chain moreover it is sometimes impossible for the source to respond to all the feedback that is
received.
 
 
FUNCTIONS AND USES OF MASS COMMUNICATION
Laswell in 1948 presented the basic communication functions which are
1.      surveillance of the environment
2.      Correlated parts of the society in response to its environment.
3.      Transformation of the cultural heritage
 
These functions refer to the provision of the information, the giving of comment and interpretation to
help makes sense of the fragments of the information and also the formation of consensus; the
expression of cultural values and symbols which are essential to the identity and continuity of the
society.
Wright 1960, added entertainment as a fourth key media function, it provides reward, relaxation and
reduction of tension which makes it easy for people to co-op with real life problems and for societies
to avoid breakdown. (Mendel sohn)
Denis mcquel in 1987, added one more function. Mobilising function of media
The following set of basic ideas about media purpose in society has been taken from Denis Mcquel’s
book “mass communication theory”.
1.      Information:
a)      Providing information about events and conditions in society and the world.
b)     Indicating relations of power
c)      Facilitating innovation, adaptation and progress.
2.      Co-relation:
a)      Explaining, interpreting and committing on the meaning of events and information.
b)     Providing support for established authority and norms
c)      Socializing
d)     Consence building
e)      Setting orders of priority
3.      Continuity:
a)      Expressing the dominant cultures, and recognising sub-cultures and new cultural developments
b)     Forging and maintaining communality of values.
4.      Entertainment:
a)      Providing amusement, divergent and a means of relaxation
b)     Reducing social tensions
5.      Mobilisation:
a)      Campaigning for social objectives in the sphere of politics, war, economic development, work
and sometimes religion.
 
Dominick 1990 in his book the dynamics of mass communication has described the main functions
of media-
Surveillance
Interpretation
Linkage
Transmission of values and
Entertainment
 
These functions are not mutually exclusive.
Surveillance- it refers to what we popularly call the news and information of media. The media have
taken the place of sentinels and lookouts. Of all the media functions it is apparently an important
function and degree of audience depends on the media for the news supports this observation. This
function can be divided into 2 categories.
1.      Warning surveillance- it occurs when the media informs us about threats from depressed
economic conditions, floods, droughts, inflation, attacks, natural calamities etc. these warnings can
be about immediate threats or they can be about long term on chronic threats.
2.      Instrumental surveillance- this is the transmission of information that is useful and helpful in
everyday life, this surveillance function can be found in content that is primarily meant to entertain.
 
 
Interpretation -
The mass media doesn't supply just facts & date, they also provide information on the ultimate
meaning & significance of those events. Only those items or events are selected by the media which
are of prime importance. Interpretation, comment & opinion are provided for the reader so that the
audience gains an added perspective on the news stories. Interpretation is not confined to editorials
only. Articles devoted to an analysis of the causes behind a particular event or a discussion of
implications of a new government policy are also examples of the interpretation function.
Interpretation can take various forms. The consequences of the interpretation function of the mass
media can be that the individual is exposed to large no. of different point of views. There are however
certain dysfunctions that might occur. Since media content is public any criticism or praise of a
certain individual or group is also public and might have positive or negative consequences for the
medium involved. Therefore, media might discourage critical evaluation of controversial topics. On
the other side there is also a danger that an individual may in the long run come to rely too heavily on
the views carried in the media and loose his critical ability and becomes passive and allow others to
think for him.
 
Linkage- it is the ability of the mass media to join different elements of the society that are not directly
connected by the interpersonal channels. For eg. Mass advertising attempts to link the need of the
buyers with the products of sellers. Another type of linkage occurs when geographically separated
groups that share a common interest are linked by the media. Some writers call this function as the
public making ability of the mass media.
 
Transmission of values and entertainment- it has also being called the socialisation function. It is a
subtle yet important function of the media. Socialisation refers to the ways in which an individual
comes to adopt the behaviour and portraits of our society and by watching, listening and reading we
learn how people are supposed to act and what values are important. Value transmission by mass
media aids the stability of society, common values and experiences are passed down to all the
members there by creating common bonds between them.
Entertainment- the importance of this function has grown as people have accumulated more ledger
time which they will probably fill with entertainment provided by the media. In the past this function
was fulfilled by other communication channels like story telling, folk activities, puppet shows, folk
theatres, nautanki, musicians. The consequences of having this task taken over by the mass
communication are; the media can make entertainment available to a large number of people at a
relatively low cost. Entertainment that is carried by the mass media appeals to the audience, the
ultimate result of this state of affairs is that media content is designed to appeal to the lowest
common denominator of taste.
 
3rd Topic- Barriers of Communication
 
The communication process seems simple, it in essence is not. Certain barriers present themselves
throughout the process. Those barriers are factors that have a negative impact on the communication
process.
 
Although the barriers to effective communication may be different for different situations, the
following are some of the main barriers:

 
Linguistic Barriers
Psychological Barriers
Emotional Barriers
Physical Barriers
Cultural Barriers
Organisational Structure Barriers
Attitude Barriers
Perception Barriers
Physiological Barriers
Technological barriers
Socio-religious barriers
 
Barriers to Effective Communication
 
The process of communication has multiple barriers. The intended communique will often be
disturbed and distorted leading to a condition of misunderstanding and failure of communication.
The Barriers to effective communication could be of many types like linguistic, psychological,
emotional, physical, and cultural etc. We will see all of these types in detail below.
 
Linguistic Barriers
 
The language barrier is one of the main barriers that limit effective communication. Language is the
most commonly employed tool of communication. The fact that each major region has its own
language is one of the Barriers to effective communication. Sometimes even a thick dialect may
render the communication ineffective.
 
As per some estimates, the dialects of every two regions changes within a few kilometers. Even in the
same workplace, different employees will have different linguistic skills. As a result, the
communication channels that span across the organization would be affected by this.
 
Thus keeping this barrier in mind, different considerations have to be made for different employees.
Some of them are very proficient in a certain language and others will be ok with these languages.
 
Psychological Barriers
 
There are various mental and psychological issues that may be barriers to effective communication.
Some people have stage fear, speech disorders, phobia, depression etc. All of these conditions are
very difficult to manage sometimes and will most certainly limit the ease of communication.
 
Emotional Barriers
 
The emotional IQ of a person determines the ease and comfort with which they can communicate. A
person who is emotionally mature will be able to communicate effectively. On the other hand, people
who let their emotions take over will face certain difficulties.
 
A perfect mixture of emotions and facts is necessary for effective communication. Emotions like
anger, frustration, humour, can blur the decision-making capacities of a person and thus limit the
effectiveness of their communication.
 
Physical Barriers to Communication
 
They are the most obvious barriers to effective communication. These barriers are mostly easily
removable in principle at least. They include barriers like noise, closed doors, faulty equipment used
for communication, closed cabins, etc. Sometimes, in a large office, the physical separation between
various employees combined with faulty equipment may result in severe barriers to effective
communication.
 
Cultural Barriers of Communication
 
As the world is getting more and more globalized, any large office may have people from several parts
of the world. Different cultures have a different meaning for several basic values of society. Dressing,
Religions or lack of them, food, drinks, pets, and the general behaviour will change drastically from
one culture to another.
 
Hence it is a must that we must take these different cultures into account while communication. This
is what we call being culturally appropriate. In many multinational companies, special courses are
offered at the orientation stages that let people know about other cultures and how to be courteous
and tolerant of others.
 
Organisational Structure Barriers
 
As we saw there are many methods of communication at an organizational level. Each of these
methods has its own problems and constraints that may become barriers to effective
communication. Most of these barriers arise because of misinformation or lack of appropriate
transparency available to the employees.
 
Attitude Barriers
 
Certain people like to be left alone. They are the introverts or just people who are not very social.
Others like to be social or sometimes extra clingy! Both these cases could become a barrier to
communication. Some people have attitude issues, like huge ego and inconsiderate behaviours.
 
These employees can cause severe strains in the communication channels that they are present in.
Certain personality traits like shyness, anger, social anxiety may be removable through courses and
proper training. However, problems like egocentric behaviour and selfishness may not be correctable.
 
Perception Barriers
 
Different people perceive the same things differently. This is a fact which we must consider during
the communication process. Knowledge of the perception levels of the audience is crucial to effective
communication. All the messages or communique must be easy and clear. There shouldn’t be any
room for a diversified interpretational set.
 
Physiological Barriers
 
Certain disorders or diseases or other limitations could also prevent effective communication
between the various channels of an organization. The shrillness of voice, dyslexia, etc are some
examples of physiological barriers to effective communication. However, these are not crucial
because they can easily be compensated and removed.
 
Technological Barriers & Socio-religious Barriers
 
Other barriers include the technological barriers. The technology is developing fast and as a result, it
becomes difficult to keep up with the newest developments. Hence sometimes the technological
advance may become a barrier. In addition to this, the cost of technology is sometimes very high.
 
Most of the organizations will not be able to afford a decent tech for the purpose of communication.
Hence, this becomes a very crucial barrier. Other barriers are socio-religious barriers. In a
patriarchal society, a woman or a transgender may face many difficulties and barriers while
communicating. Any parameter that limits the purpose or channel of communication between the
transmitter and the receiver is a barrier to communication. A communication barrier may limit or
reduce the ease at which we communicate and hence the name barrier
 
4th Topic – 7 C’s of Communication
 
Seven C’s of communication means seven elements starting with English alphabet C and are
essential for the success of communication process. These seven C’s are as follows-
 
1)     Credibility- Credibility of the sender is very important for the success of communication process.
If the source or the sender is credible and receivers have full trust in him, the message will easily be
accepted.
 
2)     Context- context means the environment in which the communicator is sending his message. If
the message contradicts with the context, it is likely to be failed. In short context is the setting in
which communication takes place.
 
3)     Content- it is a very important element. It is the subject matter of the communication. Content of
the message needs to have some meaning for the receiver. If it is not so, receiver will not receive the
message with full zeal.
 
4)     Clarity- this element indicates that the message should be simple and clear. It should be easy to
understand. It should be free from ambiguity.
 
5)     Consistency/Continuity- There should be continuity in the message. If the sender will repeatedly
send the message at the receiver, the later will be deeply affected.
 
6)     Channel- Channel means the medium or media through which people communicate. The choice
of suitable channel for the receiver is always a benefit for the Sender. The Selection of the Channel
that receiver is more likely to use will ensure the success of communication.
 
7)     Capacity/Capability (of the audience) - Capacity means the ability to receive and absorb.
Whenever the sender crafts a message, he needs to keep in mind the capacity of the receiver.
Communicator should craft a message which the receiver can easily understand. He should keep in
mind the abilities and habits of the receiver.

2nd Topic- Types of Communication

 
How do we communicate?
 
Have you heard the story of six people (who could not see) who went to see an elephant? They
touched different parts of the body of the elephant and decided what it was like. The person who
touched the big and sturdy side of the elephant claimed that it was like a wall.
 
For the person who touched the sharp tusk of the elephant it was a spear and for the person who
touched its trunk it was like a snake. Like this, all others touched other parts of the elephant’s body
and decided what an elephant looked like. Ear as fan, tail as rope and legs like trees! The visually
challenged have to depend on their sense of touch to find out things. Ofcourse, touch is one of the
five senses with which all of us communicate.
 
Five Senses of Communication
 
Those six men who went to see the elephant touched and found out as they could not see. But most
of us who have eyes can see and find out how an elephant really looks like. Touch and sight are
channels of communication, so are taste, hearing and smell. We really use these senses or channels
to communicate. Remember how your mother used a spoon and picked a bit of curry and tasted it to
check whether it had enough salt or other required spices. If she was satisfied with the result, the
expression on her face would have told you whether the curry was just right or not. Listen to some
sweet sound on the flute. You feel nice and happy.
 
Your face would show joy and peace when you listen to the music. On the other hand if you listen to a
loud crashing sound you cover your ears with your hands and your face would indicate the
discomfort. Pass through an open public urinal. You will close your nose with your fingers and your
face would show what you feel. So we use our five senses- taste, touch, hearing, sight and smell to
communicate.
 
Non-Verbal Communication
 
So far in all the above examples, we probably never used any word or speech. The five senses are
natural to us. Speech, on the other hand, is learned. Similarly we use our eyes and hands to convey
our feelings, approval or disapproval. Look at a policeman at the traffic point. He doesn’t speak a
word but uses his hands to signal ‘stop’ or ‘go’.

 
 
 
 
 
 
 
Someone asks you, “Are you going to the market” ? You nod your head and say ‘yes’ or ‘no’. The way
you nod would make the other person understand. What you mean. In all the above cases, we express
our feelings or experiences without using any words. Here we are communicating messages through
the following means: -
 
(a)    By expressions on our face-These include a smile, a nod, looking at the eyes of the other person,
for listening or showing interest or narrowing of eyes or raising our eyebrows.
(b)   By body movements- Think of signaling ‘bye’ when we leave or pointing fingers or what a cricket
umpire does when he raises his finger to tell that a batsman is out. In games like cricket there are
plenty of such nonverbal signals or think of Gandhiji’s three monkeys - speak no evil, see no evil, hear
no evil. Shaking hands is common all over the world. But the handshakes may convey different
meanings.
 
For example, you extend your hand to shake hands with someone and that person does not respond
to you or just touches your palm or tightens the grip. This means that the person wants to keep away
from you. Just touching your palm would mean that the person does not consider you as an equal. A
warm right hand shake would mean expression of closeness or friendship.
 
In India and countries like Nepal or Sri Lanka a ‘NAMASTE’ or folding both the hands together is a sign
of welcome or respect. Almost all around the world folding of hands while praying is practised. All the
above examples show how we communicate without using any words or by using gestures or what
may be called body language. Such communication is called ‘non verbal communication’ because no
words are used to communicate.
 
According to experts, almost 80% of all communication is nonverbal. Nonverbal communication is
also practised by people who are physically challenged as far as their faculty of sight or speech is
concerned. . We have already seen the example of the six men who could not see ‘seeing’an elephant.
Haven’t you seen people who cannot speak using the sign language or gestures to communicate?
Their ability to communicate nonverbally is worth mentioning.
 
On the other hand, people who can speak also use nonverbal communication when they speak to
others. Think of someone who speaks to a large number of people, like a political leader, (like Sonia
Gandhi or L. K. Advani) spiritual or religious leader (like Shri Shri Ravi Shankar or Swami Ram Dev) or
social activists (like Medha Patkar or Aruna Roy). All of them use a lot of nonverbal communication.
Look at speakers pointing fingers or raising hands or counting on fingers or moving their arms.
 
Nonverbal communication is not universal or done in the same way by everyone in the world..
Nodding of head may have different meanings for people from different parts of the world. We
Indians fold hands to welcome somebody, or to pray. People in Europe fold hands only to pray and
saying “NAMASTE” as we do by folding hands is not known to them. They also do not welcome
people the way we Indians do in India.
 
Oral Communication
 
After man developed speech we started communicating orally. It is like a child who learns to utter
words first, and then speak. Oral communication is a skill that is developed or evolved. It uses
language. This would mean words and sentences. Words do not stand independently to
communicate. If you say ‘sky’ or ‘blue’ or ‘high’ they may not mean much. These words are just
symbols. The moment you say the word ‘sky’ the listener would be able to imagine this. ‘Blue’ would
mean colour and ‘high’ would mean much above our head. In oral communication we group words
into what we call sentences which can convey meanings. Observe the following:
 
“The sky is high”
“The sky is blue”
“The sky is both high and blue”
 
In the above groups of words or sentences we have arranged words in such a way that they make
some sense. When we say a full sentence where the right word is placed at the right place, using
grammar or the rules that govern language, it would result in understanding. Otherwise it will just be
using some words without any meaning.
 
When we talk about India’s ancient wisdom or ‘vedas’, ‘puranas’ and ‘shastras’, they were initially
spoken, given orally and passed on from one generation to another. In India , we have this very strong
oral tradition.
 
The advantages of oral communication are: -
 
i. It is spontaneous and natural.
ii. It is, therefore, easy for others to understand.
iii. Choice of words generally suits the listeners .
iv. It is supported by nonverbal communication.
v. The communicator or the person who communicates, is always physically available.
vi. It can develop close relations between the speaker and the listener.
 
Disadvantages of oral communication: -
 
i. Words spoken disappear into thin air. The words are temporary.
ii. Words are not permanent unlike say written communication.
iii. What is heard is often forgotten.
iv. Nonverbal communication that supports oral communication may not be understood by people
from other cultures.
 
Written Communication
 
Language and writing developed much later in man’s early history. The earliest script is supposed to
be found in China. Until paper was invented by the Chinese and later in Egypt, there was no written
communication except on leather scrolls and palm leaves.
Today when we talk about written communication it is limited to people who can write and read. For
this one should know the alphabet, script and grammar of the language. For someone to write, say the
language English, one should know various parts of speech besides a good knowledge of words or
vocabulary. Writing, invention of paper and later invention of printing by Johan Gutenberg in the 15th
century, made knowledge available to many more people. Books were the first to appear.
Newspapers, magazines and journals slowly became popular. Such written matter helped people in
communicating ideas to a larger number of people. Newspapers helped people to be informed about
what is happening around the country and the world. Newspapers also inform about the activities of
the government.
 
Writing unlike speech, involves thoughts, correction, editing or rewriting and occurs in isolation. That
means for a writer it is an individual activity involving lot of preparation and hard work, unlike speech,
which is a shared activity.
 
Advantages of written communication: -
 
i. Written communication gives words and thoughts permanence.
ii. Knowledge and information became available to people who could read.
iii. It led to the spread of ideas.
 
The biggest disadvantage of written communication, however, is that one has to be literate to use
written communication.
 
Forms of Written Communication
 
Written communication has many forms. It varies from an intimate personal letter to books and
newspapers. All the forms have their own special features. Here is a list of some written forms of
communication: -
 
ü  LETTERS
ü  CIRCULARS
ü  ORDERS
ü  REPORTS
ü  FORMS AND QUESTIONNAIRES
ü  MANUALS
ü  NEWSLETTERS
ü  NEWSPAPERS
ü  MAGAZINES
ü  HANDBILLS
ü  POSTERS
ü  BOOKS
ü  BULLETIN BOARDS
 
For modern man writing is an inseparable tool. Almost everything is written and preserved. Writing
has given man history as all human activities and developments are written down by people who write
history or historians. The worldwide web and internet have given a new meaning and style to writing.
 
However, unlike speech, written communication tends to be formal and difficult to follow. The person
interested in written communication has to be literate to receive messages. Often writings are not
very user friendly unless the writer is a good communicator. You may enjoy a story, a novel or a play
but may feel bored when you read essays or books on intellectual issues.
 
Types of Communication
 
Communication is described depending upon the situation in which communication takes place. We
communicate with ourselves, with others face to face, using a public address system with a large
number of people or use radio or television. In this section, you will learn about the different types of
communication.
 
Intrapersonal Communication
 
Think of a person driving a scooter on a lonely road. He has put on a helmet on his head to protect
himself but it is not properly buckled and tightened. He is riding at high speed and is reaching a
narrow junction. A bull comes charging and in order to save himself he applies the brake and he falls
down. The helmet flies off as it was not buckled properly. His spectacles also fall. The bull runs off for
dear life. What does the scooterist do? Is he saying anything or is he communicating? Think for a
while and read further.
 
Well, he is. First he thanks God for saving him from major injuries. ‘Thank God’ he sighs. “Who has left
this blessed bull to run around freely?” He probably may question himself saying, “I should have put
on the helmet properly”. He may say many things aloud or tell himself. He in fact is questioning
himself or is communicating with himself.
 
Let’s take another example. Have you ever seen on television some of our great batsmen at the
crease? Take for example, Sunil Gavaskar or Sachin Tendulkar batting shown on television? If one of
them has faced a ball from a bowler rather carelessly you should see them muttering something or
talking to themselves. Strictly speaking, this is no communication at all as no one except the person
himself is involved. This type of communication is called intrapersonal communication or
communication with oneself.
 
Intrapersonal communication is communicating with oneself. We all do it. Think of a situation when
you spoke to yourself. You went and met somebody and said something silly. Don’t you tell yourself “I
should not have said that…” or “I shouldn’t have behaved that way…” or “I made such a fool of
myself…”. All these are very common. We all do it as long as we live. In fact this is looking inward or
looking at ourselves. This can also be accepting our faults and mistakes, and correcting them.
Intrapersonal communication or communicating with oneself is essential for our growth as
responsible members of the society. Intrapersonal communication is the first type of communication.
INTRAPERSONAL- It’s individual reflection, contemplation and meditation. Intrapersonal
communication is a communication within ourselves. This is the electrochemical action of the body
taking part in the process of intrapersonal communication. Intrapersonal communication is the basis
of all other forms of human communication. This communication system allows a person to make
decisions based on information received through the senses. For instance, when we watch TV our
eyes and ears receives information a communicate to our brain. If what we see and hear is pleasant
or interesting our intrapersonal communication system indicates that we’re attending to it. If we don’t
like it our brain sends a message to our muscles that results in a decision to change
stations(channels). In intrapersonal communication, our eyes and ears become the sender,
electrochemical impulses become the messages, central nervous system becomes the medium and
brain becomes receiver of these impulses which transmits additional electrochemical impulses in the
form of feedback producing any physical activity as a resultant.
 
 
Inter Personal Communication
 
When you come face to face with someone and communicate with that person it is called
interpersonal communication. This happens in our daily life. In the morning you get up and meet your
parents, brothers or sisters. You wish them or speak to them. When you go outside you meet your
friends and talk to them. You go to a doctor and discuss your problems. If you want to book a railway
ticket, you go to the booking counter and speak to the person sitting there. All these are examples of
interpersonal communication.
 
Interpersonal communication is communication between persons or one to one communication.
Most of us indulge in interpersonal communication every day. Interpersonal communication being
face to face generally takes place in an informal, friendly atmosphere. However, there are occasions
when it is formal. For example, a police officer questioning a suspect or a lawyer examining a witness
in a court.
INTERPERSONAL COMMUNICATION
It’s a face to face communication. It’s a communication between two people without the intervention
of another person or machine.
Wilmot suggests that the uniqueness of two person communication hinges on the high degree of
potential intimacy and involvement between the participants.
It involves sharing of a common space and time. It has the following 2 basic characteristics:
1.      Both parties are in close proximity
2.      Both parties send and receive messages
3.      These messages include both verbal and non-verbal stimuli
Sometimes non-verbal stimuli match them, contradict them or replace them. According to Buddhism,
4 social emotions that should guide interpersonal communication are:
1.      Metta (Loving Kindness)
2.      Karuna (compassion)
3.      Murdita (sympathetic behaviour)
4.      Upekkha (composure)
 
When we communicate inter personally our field of experience begins to overlap. A reporter who does
not share common knowledge about political. Thus the politician and reporter cannot carry on an
intelligent dialogue. The further a relationship between two people advances the more the field of
experience will overlap.
 
This overlapping of field of experience is called homophile. The greater homophile is present the more
chance for effective, meaningful interpersonal communication
Let us list some formal and informal situations in which interpersonal communication takes place.
 
INTERPERSONAL COMMUNICATION
 
FORMAL
ü  Taking part in meetings or conferences
ü  Sales counters
ü  Job interviews
 
INFORMAL
ü  Private discussions with friends or family members
ü  Corridor discussions
ü  Conversation in canteens or restaurants
 
Face to face communication would also mean a lot of nonverbal communication and immediate reply
to questions. Interpersonal communication is essential in business, organizations and services. There
is no substitute for people talking and reacting.
 
Group Communication & Public Communication
 
Let us think of a a group of people meeting for a particular reason. It may be a group of residents of a
street or mohalla or students meeting a teacher or a student leader. In the first case the group will be
addressed by a leader or a chairman and then others, who are known to each other, may also
participate in a discussion. Such situations in which a group of people, generally known to each other
meet and talk to each other are common. This may be called group communication.
 
Have you ever attended an election meeting of a political party? Or heard a religious or spiritual leader
giving a discourse? Such meetings and discourses are part of our public life today. Generally there is
a stage or a platform or the roof of a vehicle for such a speaker to stand and speak. A microphone
and a loud speaker are essential for communication here. Many people, may be hundreds or even
thousands can be seen waiting for the speaker to begin. When the leader speaks a large number of
people will be listening. One person here is speaking to a large number of people. Such
communication is called public communication. The speaker can see or identify only those who sit in
the front rows. So messages are given not to just one or two persons but to many. Unlike
interpersonal communication, here, the speaker cannot see the audience. So it generally lacks the
personal touch. Of course there are public speakers who can build immediate rapport or personal
touch with the listeners. But unlike in group communication, here, people may not know each other.
 
Public communication may be defined as a situation where many people receive messages from one
person. The skills of the person are very important here in this situation. We can think of a number of
political and spiritual leaders as excellent communicators. Again, unlike group communication, to
reach out to a large number of people, microphones and loud speakers may be used .
 
 
PUBLIC COMMUNICATION
Tends to occur within a formal and structured setting. In public communication one person is
destined to speaker, and the rest are cast in the role of listeners or audience members. Public
communication is a face to face conversation.
Hart(1975) identified some distinctive aspects of public communication context. Public
communication occurs in public rather than in private places. Public communication is a “pronounce
social occasion” as oppose to a relatively informal unstructured, usually the event is planned in
advance with a specific agenda, where people are designated to perform certain functions. There are
behavioural norms that are relatively clear cut, where the speaker is much more deliberate and
organised.
 
 
GROUP COMMUNICATION
Occurs between 3 or more persons who perceive themselves as belonging to or being identified with
a group. Interaction and intimacy depends upon the size of the group. The larger the group the less
personal and intimate is the possibility of exchange.
 
Shaw (1976) identified has identified 6 ways in which a group may be defined:
Perceptions: do members make an impression on other members?
Motivation: is membership in the group rewarding?
Goals: do group members work together for a purpose?
Organisation: does each member have a specialised role?
Interdependency: is each member somewhat dependant on the other member?
Interaction: is the group small enough to allow face to face communication between members?
 
Small group communication may be defined as “the process by which 3 or more members of a group
exchange verbal and non-verbal messages in an attempt to influence one another.
 
Types of groups:
Primary groups: This is the basic social unit to which we belong, example family.
Social groups: It is the company of friends, neighbours, and others with whom we socialise. While
these relationships may be relatively short lived there influence on our thinking and behaviour is often
considerable
Learning of educational groups: When we come together to teach or learn something about a given
subject. Ex: seminars, conferences
Work groups: such type of groups have specific goals to achieve, often within the context of a job.
Membership may be required by virtue of employment in an organisation rather than an individual
interest in the group. Group members may have little in common except that their jobs require them to
interact
Therapeutic groups: these are groups whose members come together to learn about themselves and
to improve their interpersonal relationships.

Unit-1 Communication – Concept & Processes

1st Topic- Communication – Concept,

Definition, Elements and Process

Introduction
Communication allows people to exchange thoughts through
different methods. There are auditory means, such as speaking or singing; and
nonverbal means, such as body language, sign language, paralanguage, touch or
eye contact. Communication is a process by which information is exchanged
between or among individuals through a common system of symbols, signs, and
behavior. As a process, communication is also known as:

Expressing feelings, Conversing, Speaking, Corresponding, Writing, Listening and Exchanging, etc.

People communicate to satisfy their needs. People want to

be heard, to be appreciated and to be wanted. They also want to accomplish
tasks and to achieve goals. Obviously, then, a major purpose of communication
is to help people feel good about themselves and about their friends, groups,
and organizations.

Communication – An Overview
Communication is the ability to share information. We
need communication. Communication keeps businesses and work running. It helps
people in to contact each other. We contact police, fire departments,
ambulances and doctors through communication. A lot of things would be useless,
and almost nothing would work without communication. Transportation and food
supplies would not meet the needs of the people. We would loose contact with
our families and friends that live far away. There would be no newspapers, no
radio or television stations to entertain us, or movies to see. Society would
surely not be the same as it is now.

Now let us think a little about the future. Maybe some

years from now, we will have telephones like wristwatches. There could be
televisions with interactive 3D programming. May be we will have a mental
connection with things so all we have to do is think, and things will be done.
Most likely computers will be able to visually connect with anyone in the
world.
Are all these things possible? Only the future will tell.
After all, 100's of years ago no one would have dreamed of all the things we
have today.

 Concept of Communication
Communication is the exchange of perceptions, messages or information
through speeches, visuals, signals, symbols, writings or attitudes. It is
defined as ‘the passing of information and understanding from one person to
another’. The English word ‘communication’ is derived from the Latin noun
,’communis’ and Latin verb ‘communicare’ which means to share or make common.
The closest Indian language equivalent to the original concept of communication
is ’sadharanikaran’.
Now let us try to understand the concept of
communication. In very simple terms we can describe communication as S-R.
These two letters stand for stimulus and response. A stimulus is the message
that is communicated and response is the reaction to the message that is
received back.
This is also known as the Sender-Receiver  model.
This model is one of the earliest models of communication. Here we find only
two elements in the process of communication. According to this model every
communication has the potential to have an effect. This effect sometimes is
simple and direct. It could be complex and delayed in other cases.
Another important aspect of communication, as can be
understood from this model, is that all communication occurs at a personal
level. That is many people may receive the same message, but the individual
receivers react and respond to this same message or stimuli in different ways.
Communication is often considered as an activity only. In reality, it is
actually a process.

The process of communication includes transmission of

information, ideas, emotions, skills, and knowledge. This is done with the help
of symbols, words, pictures, figures, graphs, drawings, and illustrations, etc.
Again, "communication" is the process by which we understand and in
turn try to be understood by others. It is dynamic, constantly changing and
shifting in response to the overall situation. Therefore,
"communication" can be described as "the interchange of thoughts
or ideas". This is also referred as sharing of meaning.

Again, communication is viewed as creation and

transmission of information, consisting of distinctive stimuli, from a source
to a recipient.  Speaking about the role of communication in everyday
life, one can say that  communication is a system through which the
messages are sent, and  feedback received. So it is not a one-way
process. Rather it is a two-way  process. Communication is, therefore,
the process of transferring a particular information or message from an
information source to a desired, definite or a  particular destination.
This process also involves feedback from the receiver.

Definition of Communication

Many scholars have defined communication in their own

ways. Scholars from many different fields like sociology, psychology,
anthropology, and the field of communication have given hundreds of
definitions. But not all scholars agree upon any single definition of
communication. One of the reasons of this difficulty of having a single,
all-inclusive and comprehensive definition of the term communication is the
diversity and complexity of the concept.

Communication means 'exchange' to some. It means 'interchange'

to others. To still others it means 'sharing'. We all understand
what communication is. Most of us take part in the process of communication all
the time. We participate as senders of messages and also as receivers of
messages. We also use many media of communication. Then we use communication
for achieving success in a variety of objectives. Because of the above reasons,
we can describe communication. We also discuss communication. But we find
defining communication a difficult task.

Now let us see how some experts have defined

communication.

Wilbur Schramm: “Communication
is the transmission of stimuli.”

John Harris: “Communication
is the establishment of commonness.”

Dennis Mcquail: “Communication
is a process that increases commonality.... But it requires commonality for it
to occur at all.”

 
Larry L. Barker & Deborah A. Barker: “Communication
is a process in which two or more elements of a system interact in order to
achieve a desired outcome or goal.” (Barker & Barker consider communication
as a dynamic, everchanging, and un-ending process)

J. P. Legan: “It is a
process by which two or more people exchange ideas, facts, feelings, or
impressions, in a way that each gain understanding of the message.”

Brooker  (1949): “Communication is anything that conveys meanings, that

carries a message from one person to another.”

Weaver (1966):  “Communication

is the process by which our mind can affect  others.”

L. Brown: “Communication is the transmission and interchange of

ideas, feelings, or courses of action.”

Charles E. Redfield: “Communication
is the broad field of human interchange of facts and opinions... and not the
technology of telephony, telegraphy, and the like.”

Functions of Communication
 

Broadly speaking, communication performs the following

functions:

o Information,

o Education,

o Entertainment, and

o Persuasion.

Some people add a fifth function to this in the shape of

enlightenment. In addition, there are additional functions of communication
also. These include:

o Evaluation,

o Direction,

o Influencing, and

o Orientation.

Any communication is designed with one or more of these

functions as objectives. To successfully perform these functions communication
must be so designed and planned that it gains the attention of the receiver. It
must use symbols, or codes that are easily understood by the receiver. It must
arouse needs in the receiver and suggest some way of satisfying these needs.
Only then it can create the desired response.

Characteristics of Communication

(1) Two or
More Persons:

The first important characteristic of communication is

that there must be a minimum number of two persons because no single individual
can have an exchange of ideas with himself. A listener is necessary to receive
one’s ideas. Therefore, there must be at least two persons-the sender of
information and the receiver.

(2) Exchange/Sharing of Ideas:

Communication cannot be thought of in the absence of

exchange of ideas. In order to complete the process of communication there must
be an exchange of ideas, orders, feelings, etc., among two or more than two
persons.

(3) Mutual Understanding:

Mutual understanding means that the receiver should

receive the information in the same spirit with which it is being given. In the
process of communication, it is more important to understand the information
rather than carry it out.
 

(4) Direct and Indirect Communication:

It is not necessary in communication that the receiver

and giver of information should be face-to-face with each other. Communication
can be both direct and indirect. Direct communication means face-to-face
conversation, while indirect communication is through other means.

(5) Continuous Process:

Communication is an endless process, as is the case with

business where the manager continuously assigns work to his subordinates, tries
to know the progress of the work and gives directions.

(6) Use of Words as well as Symbols:

There can be many means of communication, like the

written, the oral and symbolic. The examples of symbolic communication are the
ringing of bell for closing a school or a college, saying something by the
movement of the neck, showing anger or disapproval through eyes, giving some
decision by the raising of a finger in cricket, etc.

Elements of Communication

Communication is a process. Any process has different

elements. Now we shall discuss the elements involved in the process of
communication.

The first element is the source. It is also

called the sender  or communicator. The sender encodes the
message. Thus the sender is also called the encoder. But if we analyze the
process of communication, we find that the sender not only sends, he or she
also receives.

The second element is the receiver. A receiver

receives the message and decodes it to get the meaning. The receiver not only
receives, he or she also sends. This is because most of the communication is
cyclic in nature. Because of this, we no longer use the terms sender and
receiver. Instead, the term 'participants' is used. We refer to the
sender and the receiver as participants, as the process of communication is
highly participative, involving and democratic.

The next element is the message. This could

be verbal (oral, written or printed) or non-verbal. The message is usually in a
language that all the participants can understand. The message can be spoken,
written, printed, in visual form, or in audio or audio-visual forms.

Then comes the channel. This is the medium

through which the message is transmitted. It could be the medium of air, the
medium of mail, or it could be any of the mass media.

The next element is the 'feedback'. This is

the reaction of the receiving participant to the message sent back to the
sending participant. The feedback is sent back to the sender participant either
through the same channel as used by the sending participant or through some
other channel as desired by the receiving participant. Feedback plays a very
import ant role in the process of communication as this helps in the
continuation of the process.

The next element is 'noise'. These are

nothing but the 'barriers to communication". These barriers or
disturbances could be physical or semantic in nature. These are also called
interferences and can be controlled to a great extent.

Process of Communication

The process of communication involves a few elements. As

discussed above there are the following elements of communication:

o A communication source or sender,

o A message,

o A channel,

o A communication receiver

o Feedback

o Noise

 
Now let us see how communication takes place. This is
illustrated as under:

The information source or sender

Decides to communicate and encodes a

Message,

Transmits it through a

Channel to the

Receiver,

Which (the message) is then

Decoded and acted upon. There are

Noises or Distortions during the process.

The receivers’ reactions reaching the sender is called

Feedback.

So the communication process starts with a sender of the

message who is also called an encoder. The communicator or source codifies the
message by giving it the desired form, shape or format. The message is
communicated by means of a mechanism of transmission.
 

A channel or device is used to communicate the message.

It could be a radio or a television set, newspaper or magazine and the like.
The encoding process means putting the message together or arranging the ideas
in a recognizable and understandable form, for conveying it to the receivers.
Unlike in telegraphy, the encoder here is a human agent. The encoder decides
the content of the message. Similarly, decoder is the destination where the
message lands.

Two other communication specialists, Claude E. Shanon and

Warren Weaver, have given another view of the communication process as in the
following figure:

Sender or Communicator

Sends

Signal (message)

Through

Mechanical and Semantic Devices or channels (Medium)

To the Receiver

Who sends back Feedback

With
Mechanical and Semantic Noise

Working all through the process.

(Communication Process by Claude E. Shannon and Warren

Weaver)

Communication, as we know, is the exchange of

information. So it is important that the recipient understands what the sender
intends. So communication starts with the sender. The sender initiates the
communication process by packaging or encoding the message. It is the sender's
responsibility to assemble the information in a format that the recipient can

understand. The message has to be both clear and concise,

and without unnecessary jargon!

The encoding may take several forms like: oral, written,

textural, numerical, graphic, body language, paper, electronic, physical, etc.
The encoded message is ready for transmission.

The transmission is how the information gets to the

recipient. And may take many forms like:

o Sound waves: direct verbal

o Electronic: telephone, Email, Internet,

o Air waves: cell phones, TV

 

This again is the sender's responsibility to see that the

message arrives. The sender also verifies (if possible) that the recipient
understands it. The decoding is what the recipient does with the transmission
after receiving the message.

10 COMMANDMENTS OF GOOD
COMMUNICATION:

The
American management association has given essentials of good communication,
popularly called the 10 commandments. These commandments are:

1.     
CLARIFY
IDEAS BEFORE COMMUNICATING:

By
systematically thinking through the message and considering who will be
receiving and affected by it. The source overcomes one of the basic pitfalls of
communication: failure to properly plan the communication; the more
systematically a message is analysed, the more clearly it can be communicated.

2.     
EXAMINE
THE TRUE PURPOSE OF COMMUNICATION:

The
sender has to determine, what he himself or the receiver really wants to
accomplish with the message. Once this objective is identified the
communication can be properly designed.

3.     
TAKE
THE ENTIRE ENVIRONMENT INTO CONSIDERATION:
The
physical setting, the social climate and past communication practices should be
examined for the communication to be successful.

4.     
WHENEVER
REQUIRED OBTAIN ADVICE FROM OTHERS IN PLANNING COMMUNICATION:

Consulting
with others can be a useful method of obtaining additional insights regarding
how to handle the communication.

5.     
BE
AWARE OF THE OVERTONES AS WELL AS THE BASIC CONTENT OF THE MESSAGE:

The
listener will be affected by not only what is said but also how it is said.
Voice tone, facial expressions, and choice of language all influence the
listener’s reaction to the communication

6.     
CONVEY
USEFUL INFORMATION:

People
remember things that are beneficial (useful) to them. If the sender wants the
receiver to remember the message he should take into consideration their needs
and interests.

7.     
FOLLOW
UP COMMUNICATION:

The
sender must solicit (ask) feedback in ascertaining whether the receiver
understands the communique, is willing to comply with it and then takes the
appropriate action.
8.     
COMMUNICATE
WITH FUTURE AS WELL AS THE PRESENT IN MIND:

Most
communications are designed to meet the demands of the current situation
however they should be in accord with the long range/ term goals as well.

9.     
SUPPORT
WORDS WITH DEEDS:

When
sender contradict himself by saying one thing and doing another they undermine
their own objective.

10.  
BE
A GOOD LISTENER:

By
concentrating on the speakers explicit and implicit meanings the recipient can
obtain a much better knowledge or understanding of what is being said.

CONCEPT OF
COMMUNICATION

we can
describe communication as S-R. These two letters stand for

stimulus
and response. A stimulus is the message that is communicated and

response
is the reaction to the message that is received back.
This is
also known as the Sender-Receiver model. This model is one of

the
earliest models of communication. Here we find only two elements in the

process of
communication. According to this model every communication has

the
potential to have an effect. This effect sometimes is simple and direct. It

could be
complex and delayed in other cases.

Another
important aspect of communication, as can be understood

from this
model, is that all communication occurs at a personal level. That is

many
people may receive the same message, but the individual receivers

react and
respond to this same message or stimuli in different ways.

Communication
is often considered as an activity only. In reality, it is

actually,
a process. The process of communication includes transmission of

information,
ideas, emotions, skills, and knowledge. This is done with the help
of
symbols, words, pictures, figures, graphs, drawings, and illustrations, etc.

Again,
&quote; communication & quote; is the process by which we understand
and in

turn try
to be understood by others. It is dynamic, constantly changing and

shifting
in response to the overall situation. Therefore, & quote; communication
& quote; can

be
described as & quote; the interchange of thoughts or ideas & quote.
This is also referred

as sharing
of meaning.

Again,
communication is viewed as creation and transmission of

information,
consisting of distinctive stimuli, from a source to a recipient.

Speaking
about the role of communication in everyday life, one can say that

communication
is a system through which the messages are sent, and

feedback
received. So it is not a one-way process. Rather it is a two-way

process.
Communication
is, therefore, the process of transferring a particular

information
or message from an information source to a desired, definite or a

particular
destination. This process also involves feedback from the receiver.

Functions of communication

Communication
is the heart of all social action and interaction. It functions as a tool that
creates understanding and strengthens collective living among people. The
primary function of communication is to inform, educate, persuade and
entertain.

1.     
Information
function: to find
out or explain something, for information can flow vertically, horizontally and
diagonally.

2.     
Education
or instruction function:
it provides skills and helps them to operate in a better way.

3.     
Persuasion
function: it helps
people in reaching a decision; however it is also possible that one may resort
to persuasion with a negative motive.

4.     
Debate
and discussion function:
leads to building of viewpoints and opinion.

5.     
Entertainment
function: This popular function of
the mass media refers to the ability of the media to help relax people and
create a means of escape from the stress of everyday life. The entertainment
function of mass media has both positive and negative effects.

6.     
Integration
function:
communication acts as an integrating tool by bringing together different
cultures, individuals and groups.

7.     
Evaluation
function:
examination of activities form an idea or judgement of the worth of task,
achieved through communication.

 
8.     
Directing
function: provides
a certain direction to the communication, whether it is upward, downward etc.

9.     
Feedback/influencing
function: it
implies provision of feedback while tells the effects of communication.

10.  
Image
projecting function:
there is inter relationship and inter dependence between society and an
enterprise operating in society.

11.  
Orientation
function: to get
the people accustomed to the various rules and regulations, as well as to get
the organisational structure.

CHARACTERISTICS OF
COMMUNICATION

·       
Two
or more persons: There are 2 or more persons required for an effective
communication for better exchange of ideas; as it enables a proper feedback.

·       
Exchange
of ideas: An effective communication leads to exchange of ideas

·       
Mutual
understanding: There has to be mutual understanding between the sender and
receiver to enable an effective communication.

·       
Direct
and indirect communication: It is not necessary in communication that the receiver
and giver of information should be face-to-face with each other. Communication
can be both direct and indirect. Direct communication means face-to-face
conversation, while indirect communication is through other means.

Direct communication happens
when a speaker's true intentions are communicated in his/her verbal message. It
expresses the speaker's/sender's needs and desires explicitly.

Indirect communication happens
when a speaker's true intentions are hidden.

·       
Continuous
process: Communication is an invariable process that takes place continuously
in our day to day lives.

7 Cs of communication

These are
necessary elements that are essential for communication.

·       
CREDIBILITY- Communication starts with the
climate of belief. This climate is built by performance on the part of the
communicator. The receiver must have confidence in the sender. He must have a
high regard for the source’s competence on the subject.

·       
CONTEXT- The context must confirm not
contradict the message. It must provide for participation.

·       
CONTENT- The content determines the
audience. Hence, the message must have meaning for the receiver and it must be
compatible with his value system. It must have relevance for him.

·       
CLARITY- The message must be put in simple
terms. Words must mean the same thing to the receiver as they do to the sender.
Complex issues must be compressed into themes (way of talking) that have
simplicity and clarity. The farther the message has to travel the simpler it
should be.

·       
CONTINUITY
& CONSISTENCY-
Communication is an unending process. It requires repetition to achieve
penetration. The story must be consistent.

·       
CHANNELS- Only the established channels of
communication should be used. Channels that the receiver uses and respects,
creating new ones is difficult. Different channels have different effects and
serve effectively in different stages of the communication process.

·       
CAPABILITY
OF AUDIENCE-  Communication must take into account the
capability of audience. Communications are most effective when they require the
least effort on the part of the recipient. This includes factors of
availability and receiver’s knowledge.