Different types of

media
Print Media
• Print Media is a means of mass communication in
the form of printed publications.
• More narrowly, any form of ‘ink and paper’
communication that is not hand-written or hand-
typed, including books, circulars, journals,
lithographs, memos, magazines, newspapers,
pamphlets, and periodicals.
Broadcast Media
• The term 'broadcast media' covers a wide range of
different communication methods that include
television, radio, podcasts, blogs, advertising, websites,
online streaming and digital journalism.
• Broadcast media provides valuable information that
can inform and educate and includes public service
announcements, daily news, weather forecasts,
interviews, and documentaries.
Broadcast Media
• Broadcast media is also recreational and includes
reality television, situation and sketch comedies,
movies, sports and advertising.
Internet-based Media
• Internet media comprise such services as email, social
media sites, websites, and Internet-based radio and
television.
• Many other mass media outlets have an additional
presence on the web, by such means as linking to or
running TV ads online, or distributing QR Codes in
outdoor or print media to direct mobile users to a
website.
Internet-based Media
• In this way, they can use the easy accessibility and
outreach capabilities the Internet affords, as
thereby easily broadcast information throughout
many different regions of the world simultaneously
and cost-efficiently.
COMMUNICATI
ON
Communication
• Communication is a well-defined process of
sharing different information, ideas, feelings, etc.
between two or a group of people. The purpose of
this process is to arrive at a common
understanding.
Communication
• The information can be exchanged through
different verbal and non-verbal platforms like
speech, writing, signals, etc. Communication is
considered as the heart of professional and
personal or social life.
Elements of Communication
Elements of Communication
• Message: The actual content or information that is
being communicated is termed as a message.
• Source/ Sender: Source or sender is the one who
sends the message or information to another
person.
Elements of Communication
• Medium/ channel: A system or the means to
transfer information or message between the
sender and receiver.
• Receiver: As the term indicated, the receiver is the
one who receives messages or information
transmitted by the sender.
Elements of Communication
• The sender encodes the message into different
mediums like verbal, non-verbal or written, etc.,
and forwards it to the receiver using appropriate
communication channel i.e. electronically or print
media, etc. Further, the receiver decodes the
message and sends feedback to the sender.
BASIC PRINCIPLES
OF
COMMUNICATION
7 Communication Principles
• To compose effective messages, you need to apply
certain specific principles.
• They tie closely with the basic concepts of the
communication process and are important for both
written and oral communications called the “7Cs
of Communication.”
7 Communication Principles
Conciseness
• The principle of Conciseness states that the
message should be conveyed in concise form i.e. in
the best shortest possible way.
• In other words, the message or information should
be articulated completely in such a way that it is
forwarded to the desired audience or receivers in
fewer words or signals.
Conciseness
• By following this principle, individuals and
organizations can save time and cost as well. It
also helps in a much better understanding of the
message by excluding unnecessary and excessive
parts of the message.
• This way, it is more convenient to understand the
concise message by the receiver as well.
Conciseness
• Example: Writing an e-mail to different clients to
invite for an organization’s annual day celebration
function requires a more concise e-mail message.
Concise e-mail carrying information about venue,
date & time followed by a brief itinerary of
function is much clearer than describing
everything of celebration in a subjective way.
Clarity
• While communicating, clarity or clear
communication is also an important aspect for
individuals and in business communication.
• By following the clarity principle of
communication, one can focus on a specific
message at a time.
Clarity
• So, the message that is being conveyed must be
clear. It also helps the receiver to easily understand
the given message or idea.
• Due to clarity, there is much appropriate and exact
message transmission. Clarity should be there
while communicating through verbal words or in
writing.
Clarity
• Example: While giving a presentation on a
particular topic, the presentation should cover the
material related to the presentation topic, also
voice tone and words should be clear that is easily
understandable to the audience.
Correctness
• One can better understand or interpret the more accurate
message. The guidelines for correct or accurate
communication are covered under the principle of
correctness.
• If the message is correct then its impact is also great and it
also boosts the confidence of the sender. So, the correct use
of language is essential in effective communication and it
also increases the trust factor between the sender and
receiver.
Correctness
• Example: While writing e-mails or business
communication letters, the correct use of language
should be there i.e. grammatical errors or wrong
verbs need to be avoided.
Concreteness
• The clear and particular message is defined as a concrete
message. The concreteness principle of communication states
that while communicating, the message should be to the
point or specific, definite, and clear instead of being general
or unclear.
• Concrete communication includes facts and figures to
strengthen the message or idea. As the message is clear and
specific, there are minimal or zero chances of
misinterpretation of the message.
Concreteness
• Example: In sales meetings in organizations,
communicating the message of quarterly or annual
sales results by sales personnel consists of sales
presentations that include different facts and
figures of sales. This communication is based on
the concrete principle of communication.
Completeness
• A message is said to be complete when the recipients of the
message receive all the necessary information that they want to
be informed. It also consists of a call to action i.e. a statement
that is specifically meant for getting instant response from the
receiver.
• The facts and figures in messages are also part of it. The more
complex communication sometimes requires additional
information or more elaboration so that there is no doubt for
the audience or receivers.
Completeness
• Example: Online shopping sites display complete
information on different products i.e. fabric, color,
measurements, qualities, price, etc. and also call to
action features i.e. to instant buy the product by
pressing buy now option. So their written
communication about product information is an
example of complete communication with their
audience.
Courteousness
• The principle of courteousness states that while
communicating, the sender should show respect to
the audience or receiver. So, the sender should be
polite, enthusiastic, reflective, and sincere.
• Being courteous is when the sender takes care of
own and receiver’s feelings. These messages are
focused on the audience, positive, and unbiased.
Courteousness
• Example: While communicating with employees
for their counseling, HR Head takes a courteous
approach by taking care of their feelings, listening
to their issues or problems in a polite manner
during the counseling session.
Coherence
• The communication should be coherent i.e. both consistency
and logic should be part of the sender’s message. Without
being logical or coherent, the main purpose or idea behind
the message can’t be conveyed properly.
• All terms of the message should be interconnected and
relevant to the message being conveyed. Moreover,
consistency should be maintained in the communication
flow.
Coherence
• Example: When there is a change in any HR
policy, the HR Head communicates the changes
by sending an e-mail to the staff. This
communication consists of the logic of informing
the new changes regarding the policy to the staff
so that they can work as per new guidelines.
Consideration
• The sender must take into consideration the
receiver’s opinions, knowledge, mindset,
background, etc. in order to have an effective
communication. In order to communicate, the
sender must relate to the target recipient and be
involved.
 THEORIES OF
COMMUNICATION
Sender-Message-Receiver
Lasswell Model
• It describes an act of communication by defining
who said it, what was said, in what channel it was
said, to whom it was said, and with what effect it
was said. It is regarded by many communication
and public relations scholars as "one of the earliest
and most influential communication models."
Lasswell Model
• Harold Dwight Lasswell, the American political
scientist states that a convenient way to describe an act
of communication is to answer the following questions
– Who
– Says What
– In Which Channel
– To Whom
– With what effect?
Lasswell Model
Lasswell Model
• This verbal communication model has been
referred to as "a linear and Uni-directional
process", "a one-way process", an "action model",
a media theory "classic", "widely used
segmentation of the communication process", and
"a simple, linear, and potentially hypodermic
conceptualization of communication."
Lasswell Model
• The model organizes the "scientific study of the process of
communication".
• The main focus of the model is broken down by each element of
communication: "'who' refers to the communicator who formulates
the message; 'what' is the content of message; 'channel' indicates
the medium of transmission; 'whom' describes either an individual
recipient or the audience of mass communication; 'effect' is the
outcome of the message...“ The movement of the message travels
from the communicator to the audience.
Lasswell Model
Example:
• CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power
station resulted in about 100 times the permitted level of radioactive material
flowing into the sea, operator Tokyo Electric Power Co said on Saturday.

• Who – TEPC Operator

• What – Radioactive material flowing into sea
• Channel – CNN NEWS (Television medium)
• Whom – Public
• Effect – Alert the people of japan from the radiation.
Lasswell Model
Advantage of lasswell model:

• It is Easy and Simple

• It suits for almost all types of communication
• The concept of effect
Lasswell Model
Disadvantage of lasswell model:

• Feedback not mentioned

• Noise not mentioned
• Linear Model
Shannon & Weaver Model
• In 1948, Shannon was an American
mathematician, Electronic engineer and Weaver
was an American scientist both of them join
together to write an article in “Bell System
Technical Journal” called “A Mathematical Theory
of Communication” and also called as “Shannon-
Weaver model of communication”.
Shannon & Weaver Model
• This model is specially designed to develop the effective
communication between sender and receiver. Also they find factors
which affecting the communication process called “Noise”. At first
the model was developed to improve the Technical communication.
Later it’s widely applied in the field of Communication.

• The model deals with various concepts like Information source,

transmitter, Noise, channel, message, receiver, channel, information
destination, encode and decode.
Shannon & Weaver Model
Westley & MacLean Model
• In 1957 Westley and MacLean’s model of communication
is proposed by Bruce Westley (1915-1990) and Malcolm S.
MacLean Jr (1913-2001). Being one of the creators of
journalism studies, Westley served as a teacher at the
University of Wisconsin, Madison, between 1946 and
1968. Malcolm was director of University of Journalism
School (1967-74) and co founder of the University College
at University of Minnesota.
Westley & MacLean Model
Westley & MacLean Model
• This model can be seen two contexts, interpersonal
and mass communication. And the point of
difference between interpersonal and mass
communication is the feedback. In interpersonal,
the feedback is direct and fast. In the mass, the
feedback is indirect and slow.
Westley & MacLean Model
• Westly and Maclean realized that communication
does not begin when one person starts to talk, but
rather when a person responds selectively to
his/her physical surroundings.
• This model considers a strong relation between
responds from surroundings and the process of
communication.
Westley & MacLean Model
• Communication begins only when a person
receives message from surroundings.
• Each receiver responds to the message they
received based on their object of orientation.
 Westley & MacLean Model

• X1, X2, X3 and X4….—are news articles or information, Feedback (f), Clients (A), Reader or Audience (B) and Gate Keeper (c)
Westley & MacLean Model
Example:
A Daily News Papers will receive many Press releases from Many Public Relations
Agencies on behalf of their clients. In this case, News paper will publish the selected Press
release due to the space constraints. Then, Readers can directly respond to the client or
they can respond to the News daily which published in the Newspaper. If Readers
responded to daily News paper, it will communicate the feedback to concern PR Agency.

• X1, X2 and X3—are Press Release, Feedback (f), Clients (A), Reader (B) and Daily
News Paper (Gate Keeper) (c)
1. Feedback Loop between Reader (B) and News Paper (C) – fBC
2. Feedback Loop between News Paper(C ) and Client (A)- fCA
3. Feedback loop between Reader (B) and Client (A)- fBA.
Westley & MacLean Model
Merits and Demerits:
• This model accounts for Feedback.
• It can account for different modes of
communication, i.e., for both interpersonal
communication and Mass communication.
• It is a predictive model of communication and very
descriptive also.
Westley & MacLean Model
• It also account for non binary interactions, this means that it
will remain good even for communications involving more
than two sources.
• Westley and Maclean communication model is Two
Dimensional.
• It cannot account for multi dimensions; this means this model
will not be applicable for typical communication events that
involve broader context and wide range of communication
messages.
• https://studiousguy.com/basic-pri
nciples-of-communication/
• https://www.communicationtheor
y.org/shannon-and-weaver-model
-of-communication
• https://www.communicationtheor
y.org/lasswells-model/
• https://businessjargons.com/7-cs-