Gangadhar Meher University,

Amrut Bihar,Sambalpur,

768004

Academic Year 2023-25

School Library And Information Science

Topic- Communication: Channels, Media, Models and Barriers

Subject-Library And Information Science

Paper Code-101

Submitted By- Submitted To-

Name-Jitu Maharana Dr.J.K.Singh

Roll No-PG23LS-022 Assistant Professor

Class-PG 1st Semester (MLIS)

 CONTENT

 INTORDATION

 INPORTANCE OF COMMUNICATION

 COMMUNICATION MODELS

 COMMUNICATION AND MEDIA

 TYPE OF COMMUNICATION

 BARRIERS OF COMMUNICATION

 MODES OF COMMUNICATION

 ESSENTIALS OF EFFECTIVE COMMUNICATION SYSTEM

 SUMMARY

 REFERENCES
• INTRODUCTION

The word communication has been derived from the Latin word ‘communis’ which means
‘common’which indicates common understanding. It is understood as a process of exchange of
ideas, views,facts, feelings etc., between people to create common understanding.

Communication is a fundamental aspect of human interaction, facilitated through various

channels and models. Communication channels encompass verbal, non-verbal, and written
methods, including face-to-face conversations, emails, and social media. Media models, such
as the Shannon-Weaver model, emphasize encoding, transmission, and decoding of messages.
On the other hand, interactive models, like the Osgood-Schramm model, highlight feedback
and context's role in effective communication.

Despite these models, communication encounters barriers that impede understanding. These
barriers can be physical, like distance, or psychological, such as differing perspectives and
emotions. Cultural differences, language barriers, and noise in the communication process can
also hinder effective interaction. Recognizing these communication channels, models, and
barriers is vital for improving interpersonal and organizational communication, promoting
clarity, and ensuring that messages are accurately conveyed and understood.

“ Communication is the sum of all things one person does when he wants to create
understanding inthe mind of another. It involves systematic and continuous process of telling,
listening andunderstanding.”

- Louis Allen

“Communication is transfer of information from one person to another, whether or not it

elicitsconfidence. But the information transferred must be understandable to the receiver”

– G.G. Brown.

“Communication is defined as an exchange of facts, ideas, opinions or emotions by two or

morepersons.”

- Newman & Summer

Importance of Communication -

.i. It helps the subordinates in better planning by identifying the weaknesses and merits of the
plans.

ii. Decisions are improved by effective communication as communication makes the larger
participation possible.

iii. Communication helps in improving the motivation as the feedback provides an

opportunity to the manager to understand the feelings, behavior, temperament, capabilities
and limitations in better way.

iv. Communication improves the public relations as it helps in minimizing the

misunderstandings and doubts.

v. Communication helps in integrating the people and an aid to coordination.

vi. Communication process transmits ideas, decisions and orders of managers on one hand
and receives response, reaction of subordinates on the other.

vii. Communication renders the complexity of business intelligible and workable.

Elements of Communication –

There are 6 elements in the process of communication which drive the communication by
sharing the ideas, information and attitudes with someone. Following are the elements

There are 6 elements in the process of communication which drive the communication by
sharing the ideas, information and attitudes with someone. Following are the elements:

i. Sender: It is the person who conveys his message to other persons. The sender may be
superior, a subordinate, a peer or any other person.

ii. Message: it contains ideas, feelings, suggestions, order etc., which is to be passed to the
receiver from the sender.

iii. Encoding: it is the process in which the message is to be converted into symbols such as
words, pictures, gestures etc.

iv. Media/Channel: It is that path through which the encoded message is transmitted by the
sender in the written form, face to face, phone call, internet etc.

v. Decoding: it is the process of converting the encoded symbols of the sender.

vi. Receiver: It is the person to whom the symbols are transmitted

Communication and Media -

Communication media refer to the tools and technologies used to transmit information. In
today's digital age, a wide array of media is available, including print media, broadcast media,
and digital media. Print media includes newspapers, magazines, and brochures, while
broadcast media encompasses radio and television. Digital media, on the other hand, includes
websites, social media platforms, and various applications. The advent of digital media has
revolutionized the way people communicate, making information more accessible and
immediate.

Media, in its various forms, is instrumental in disseminating information to the masses. It is

the primary platform for journalism, entertainment, advertising, and more. As the media
landscape changes, it has become imperative for communication professionals to adapt,
understand emerging trends, and navigate the digital realm effectively. This is where library
and information science enters the scene.

Library and Information Science (LIS):

Library and information science is the discipline that encompasses the management and
organization of information. Traditionally associated with libraries, it has broadened its scope
to include digital libraries, information retrieval, data management, and more. LIS
professionals play a pivotal role in collecting, cataloging, and disseminating information to
the public, making it readily accessible and usable.

In today's digital age, LIS professionals face the challenge of curating and preserving the vast
amount of digital information produced daily. They must develop systems for efficiently
storing and retrieving digital assets, ensuring that information is not only accessible but also
reliable. This is where communication and media intersect with LIS.

*The Intersection:*

The intersection of communication, media, and LIS is where the true synergy lies. For
instance, the advent of digital media and the internet has necessitated the development of
sophisticated search engines, metadata systems, and algorithms to organize and retrieve
information effectively. LIS professionals collaborate with communication experts to create
structures and systems that enable people to find what they need in the ever-expanding digital
library. Furthermore, the role of traditional libraries is evolving. They are no longer just
repositories of books but hubs of information and community engagement. Libraries today
often offer digital resources, e-books, online databases, and multimedia content. These
libraries rely on communication professionals to market and promote these digital assets,
ensuring that they reach their intended audience.

*Challenges and Opportunities:*

The integration of communication, media, and LIS comes with both challenges and
opportunities. One challenge is the vast amount of information available, which can be
overwhelming. Effective communication strategies are needed to filter, curate, and present
information in a way that is understandable and relevant to the target audience.

Moreover, the ethical concerns surrounding the control and dissemination of information in
the digital age cannot be overlooked. Privacy, misinformation, and censorship are pressing
issues that require the expertise of all three disciplines.

On the positive side, this synergy opens up exciting opportunities for innovation. The fusion
of communication, media, and LIS can lead to the development of cutting-edge technologies
and strategies to enhance information access and understanding. This includes AI-powered
recommendation systems, advanced search algorithms, and data visualization tools that make
information more accessible and engaging.

*Conclusion:*

In conclusion, the relationship between communication, media, and library and information
science is symbiotic. They are all integral components of our evolving information ecosystem.
As the digital landscape continues to change, the collaboration between these fields becomes
even more critical. Their combined efforts facilitate the effective flow of information, enable
knowledge dissemination, and contribute to a more informed and connected society. It's a
relationship that will only grow in significance as technology and communication continue to
shape our world.

Communication: Channels-

In the field of library and information science, communication channels can include various
methods and tools used for information dissemination and exchange. These channels may
include:

1.Print Media:Traditional books, newspapers, and journals remain important channels for
communication in libraries and information science.

2. Electronic Resources: This encompasses websites, e-books, e-journals, and databases,

which have become essential for accessing and sharing information.

3. Social Media: Platforms like Twitter, Facebook, and Instagram are used for library
promotion, information sharing, and engaging with patrons.

4.Email: A common tool for communication between library staff and users, for newsletters,
notifications, and inquiries.

5. Online Catalogs: Library catalogs and integrated library systems provide a structured
channel for users to search for resources.

6. Library Management Systems: These systems help libraries manage collections and
communicate with users effectively.7. *Interlibrary Loan Services:* Libraries ca
communicate with other libraries to borrow or lend materials through various interlibrary loan
systems.

8. Reference Services: In-person, telephone, or online reference services allow patrons to

communicate with librarians for information needs.

9. Library Events and Programs: Announcements and registration for events are often
conducted through libraries' websites, email, and social media.

10. Library Consortia: Libraries may join consortia to share resources and communicate on
collaborative projects.

11. Online Forums and Discussion Boards: Libraries may host or participate in online
communities for discussions and information sharing.

12. Mobile Apps: Many libraries offer mobile apps for users to access services and resources

Berlo model (S-M-C-R Model): This model is also known as dynamic process mode
A. Source: Source is the originator of the message. The source encodes his message with the
helpof:

1. Communication skills: It is the individual’s skill to communicate (ability to read, write,

speak,listen etc…)

2. attitude: The attitude towards the audience, subject and towards one self .

3. Knowledge: The knowledge about the subject one is going to communicate

4. Social system: The Social system includes the various aspects like values, beliefs, culture,
religion and general understanding of society. It is where the communication takes place

5. Culture: Culture of the particular society also comes under social system.

B. Message: When an individual converts his thoughts into words. A message is created. It
contains contents, elements, treatment, structure and code.

C. Channel: It actually refers to the medium how the information flows from the sender to the
receiver. It is nothing but the five senses. The five senses which we use are

a) Hearing

b) Seeing

c) Touching

d) Smellin

e) Tasting
D. Receiver: it is the one who receives, understands, analyses, and interprets the message. It
is also known as the listener, audience, or the decoder. According to Berlo's model,
communication will take place properly if the receiver is on the same level with the sender.

C. Transactional Process Model: This model is based on the social approach of organizational
behavior. The reciprocal determinism of social learning is very similar to transactional
approach of communication

Channels of information Communication-

Channel means the medium through which the information flows. Channels of communication
are ofdifferent types. These can be classified according to the organization structure, flow of
informationand on the basis of medium of transmission.. As per Organisation Structure

i. Formal Communication: Formal communication is based on formal

organizationalrelationships. All have to follow the prescribed system only. In an organization
structure, forexample, the Sales Manager can communicate to Production Manager only
through hisimmediate superior say General Manager and not directly. This system of
communication is called formal communication system.

Advantages of Formal Communication:

-responsibility relationship.

Disadvantages of Formal Communication:

eads to delay in decision making.

ii. Informal Communication: Informal Communication emerges out of the social

interactionsamong the people. Informal communication spreads information fast. It also leads
to Rumors which is a fast passenger. This system is called grapevine. Grapevine
communication may follow different type of networks. Some of these networks are shown in
fig. given below.

Following is the difference between formal and informal communication-

Communication Channels as per Flow of Information

i. Upward Communication: It is often called “bottom-up” communication. The direction of

flow of this communication is pointed from bottom (lowest) level to successively higher
levels in the organizations. The subordinates use upward communication to convey their
problems and performances to their superiors.

figure: Upward Communication

 Grievance Redressal System, Complaint and Suggestion Box, Job Satisfaction surveys etc. all
help improving upward communication.

ii. Downward Communication: It is frequently called as “ top-down” communication. In this

communication channel normally instructions are issued to subordinates to carry out the work.

Downward communication is used by the managers for the following purposes -

 Providing feedback on employees performance

 Orders and instructions about job.
 Directions about understanding the job.
 Organizational policies and procedures.
 Communicating the mission and vision to the employess.

Organizational publications, circulars, letter to employees, group meetings etc are all examples
of downward communication.

figure: Upward Communication

iii. Horizontal Communication: Horizontal communication is also called as “cross

communication”.It is the flow of information between persons of the same hierarchical level.
Managers have to be in constant touch with one another and communicate speedily and
effectively about the plan of action and attain organizational goals.

figure: Upward Communication

 C. As per Medium of Communication
i. Oral Communication (Verbal Communication): Oral means by spoken words., i.e. by
speech.

Following are the ways of verbal communication:

 Face to face discussion

 Telephone, intercom. Mobile phone
 Meeting, conference
 Announcement

Advantages of Oral Communication:

 Least cost
 Speed is fast
 Easier decision-making
 Reduces misunderstanding
 It is effective if the sender is able operator.

Disadvantages of Oral Communication:

 It the sender does not express the information well, it leads to confusion.
 Limited sized messages can be transmitted orally.
 It distance is far then it is not efficient to use this type of communication.

ii. Written Communication: it means passing the information by written words. It may be in
theform of letters or office memo, circulars, bulletins, board notices, policy and procedural
manuals,employee hand-books and performance appraisal.

Advantages of Written communication:

 Distance is immaterial in case of written communication.

 It can be preserved as record for future.
 It is an easy reference and is always readily available.
 It can be read and understood clearly.
 They are cost effective.
 Improves the decision making.

Disadvantages of Written Communication:

 Costly for small organizations.

 Difficulty in interpreting the tough and high language.
 Secrecy is reduced.
 Difficult to amend once it is issued.
 Lead to confusion and misunderstanding.
iii. Gestural Communication:

This implies conveying the information by using gestures or postures like warm
handshake,hugging and pat on the back within the limits of decency which help in
communicating ormotivating.

. Barriers in Communication
Semantic Barriers: The word ‘semantics’ comes from the Greek word, ‘semantikos’, which

means ‘significant’. Semantic barriers occur when the sender and receiver have different
understandings of the message sent. For example, a person who uses the word “bimonthly”
might take the meaning as twice per month while the person hearing it thinks it means every
other month. Semantic barriers arise due to following reasons:

i. Holding different meanings of symbols.

ii. Badly expressed messages due to lack of clarity, careless omission, lack of coherence,

inadequate vocabulary, jargons etc.

iii. Wrong interpretations.

iv. Physical Noise: The semantic problems arise because the channel is blocked by noise
which lies in environment.

v. Faulty translations lead to impaired efficient and heavy costs.

vi. Unclarified Assumptions, which may not be clear to the receiver and sender

Psychological Barriers: also called as emotional barriers. The state of the mind of both
sender and receiver of communication reflects in the effective communication. Following are
some of the psychological barriers:

i. Premature evaluation: it means taking the different meaning of message before the
completion of the message.

ii. Lack of attention.

iii. Loss due to transmission and poor retention power of communication.

iv. Distrust between communicator and communicate acts as a barrier

.Organisational Barriers: Following are the organizational barriers:

i. If the organizational policy of an organization is not supportive in nature then it may affects
the effectiveness of the communication.
ii. Rigid rules may be a hurdle to communication.

iii. Status or level of superior may create psychological distance between him and his
subordinates.

iv. Due to more number of levels in the organization it can cause delay in communication.

v. Lack of good facilities for smooth communication can hamper the communication.

.Personal Barriers:
i. Attitude of superiors towards communication affect the flow of messages in
differentdirections if it is not in his favor.

ii. Due to lack of confidence of superior on his subordinates, they may not able to seek
theiradvices or opinions.

iii. Due to unwillingness of superiors to communicate to the subordinates may affect he

communication process in organization.

iv. If there is no motivation or incentive for communication or incentive for communication,

subordinates may not take initiatives to communicate.

v. Due to overburden with work, subordinates may not get the time to communicate also
hamper the communication.

E. Physical Barriers: i. Poor Hearing

ii. Distance

Modes of Communication
i. Interpersonal Mode: Participants observe and monitor one another to see how their
meaning and intentions are being communicated. Adjustments and clarifications can be made
accordingly. For example, exchange information via letters, e-mail/video mail, notes,
conversations or interviews on familiar topics (e.g., school events, weekend activities,
memorable experiences, family life).

ii. Interpretive Mode: The interpretive mode is focused on the appropriate cultural
interpretation ofmeanings that occur in written and spoken form where there is no recourse to
the active negotiation of meaning with the writer or the speaker. For example, follow
directions, instructions and requests (e.g., recipes, travel directions, prompts on ATMs).
iii. Presentational Mode: The Presentational Mode refers to the creation of messages in a
manner that facilities interpretation by members of the other culture where no direct
opportunity for active negotiation of meaning between members of the two cultures exists.
Modes of Communication

a. Electronic Communication called as E-mail- it uses the internet to transmit and receive
computer-generated text and documents. Its growth has been spectacular, and its use is now so
pervasive thatit’s hard to imagine life without it.

b. Instant Messaging and Text messaging: Like e-mail, instant messaging and text
messaging are electronic messages. Unlike e-mail, IM and TM are either in “real” time or use
portable communication devices.

c. Networking Software : Facebook has 30 million active users and composed of separate
networks based on schools, companies or regions. More than 100 million users have created
accounts at MySpace. This site averages more than 40 million hits per month. MySpace
profiles contain “blurbs”: “About Me” and “Who I’d Like to Meet” sections. Profiles can also
contain “Interests” and “Details” sections, photos, blog entries, and other details.

d. Web Blogs: A weblog, sometimes written as web log or Weblog, is a Web site that consists
of a series of entries arranged in reverse chronological order, often updated on frequently with
new information about particular topics. The information can be written by the site owner,
gleaned from other Web sites or other sources, or contributed by users.

e. Video Conferencing: it permits employees in an organization to have meetings with people

at different locations. Live audio and video images of members allow them to see, hear, and
talk with each other. Video conferencing technology, in effect, allows employees to conduct
interactive meetings without the necessity of everyone being physically in the same location.

. Essentials of Effective Communication System

i. Clarity of ideas before communicating .

ii. Superior and subordinates should adjust the level of the communication according to their
understanding and education.

iii. Language used in communication must be clear and understandable to the receiver in suc a
way it does not hurt their sentiments.

iv. While conveying the messages to others, it is better to know the interests and needs of the
people to whom the communication is made.

v. The communication can be improved by giving proper feedback.

vi. The communication should aim at future goals of the enterprise.

vii. There should be regular follow up and review on the instructions given to subordinates.

viii. A communicator must be a good listener means he must give chance to others to speak.
ix. Proper attention should be given to the timing and timeliness of the communication.

x. The system of communication should be kept open and alive all the year round. It is only by
honest attempts that good communication relations can be developed.

. Summary
To sum up, communication is an important management function and all managers need to
perform iteffectively to achieve the organizational objectives. There are six elements of
communication –sender, receiver, encoding, message, decoding, and feedback. Each of them
have an important role to play in the process of communication, which transmits an idea and
gets the feedback from the receiver. Communication can be in many forms – written, verbal,
and nowdays technology assistedcommunication channels are also emerging very fast.
Managers need to understand that there can be several barriers to communication, which can
include the semantic, personal and organizational barriers. These need to be overcome to
achieve effective communication in the organizatio
 References-

 E-PG PATHSHALA
 EGYANKOSH
 WIKIPEDIA
 E BOOKS