Professional Documents
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knowledge
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3.0 evaluated
4.0 formatted
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4.0 synthesized
Alvin Toffler
One of the most prominent research worker done a lot of contribution in the field of communication has taken pain to classify the entire communication era into three phases /wave
First Wave
First wave/ agrarian society:- most of the communication passed mouth-to-ear and face-to face within small groups. The world was without newspaper, radio, television. It has speak and listen and speak situation
Second Wave
Second wave/ wealth creation:- was based an mass production and needed more communication at a distance.
(post office, telegraph, telephone), (newspaper, magazine, movies, radio, television) was the prime media of communication in the industrial societies
Third Wave
Third wave/electronic revolution :- targeted communication system emerged, markets were more prominent, age, gender, social class, lifestyle grouping Etc.
Enabled more personal communication (mobile phone, fax, video conferencing, email, online system)
Communication Models
However, that the field of communication has evolved considerably since the 1960's, the models what are thought today are same to the models which were thought 40 years back
Communication Models
Classified into 3 categories Linear model
Interactive models
Transaction model
Linear Model
In health care (mass communication is a example) (immunization programs, awareness programs, etc)
(Television ads, Boucher's, pamphlets are example of linear communication)
Interactive Models
Interactive Model
Bidirectional model
Listeners respond to speakers Key feature - feedback Personal fields of experience Limitations
Concentrates on two way communication FEED BACK IS INVOLVED Communication with external entities (government, boards , suppliers, partners etc)
Transaction Model
Transaction Model
Source / Receiver Message Receiver / Sender Channel Noise
Simultaneously sending and receiving of messages in a communication episode, Cooperative process, Influenced by past experience, Includes both verbal and nonverbal elements Doctor- patient communication, Meanings negotiated, Meanings contextual, front office communication
thinking behavior One of the earliest definitions of communication came from the Greek philosopher-teacher Aristotle (384-322 B.C.). Aristotles speaker-centered model received perhaps its fullest development in the hands of Roman educator Quintilian (ca. 35-95 A.D.), whose Institutio Oratoria was filled with advice on the full training of a good speakerstatesman
2.Arranges those proofs 3.Clothes the ideas In style 4.Delivers Through memory
The signal, which flows through a channel, There may be multiple serial signals, with sound and/or gesture turned into electronic signals, radio waves, or words and pictures in a book. ( in his model if signal dies down he uses repeaters to make it alive and travel forward)
A carrier or channel, which is represented by the small box in the middle of the model. The most commonly used channels include air, light, electricity, radio waves, paper, and postal systems. A receiver. In Shannon's conception, the receiving telephone instrument. In face to face communication a set of ears (sound) and eyes (gesture). In television, several layers of receiver, including an antenna and a television set A destination. Presumably a person who consumes and processes the message
Noise, in the form of secondary signals that obscure or confuse the signal carried that creates disturbance if effective measures are taken it can be minimized
This is an important elaboration, and as generally depicted, a radically oversimplified one. Feedback is a message (or a set of messages).
An Intermediary Model.
Intermediary model of communication (sometimes referred to as the GATEKEEPER MODEL OR TWOSTEP FLOW (Katz, 1957)). FOCUSES MAINLY ON MASS COMMUNICATION
associate editors, producers, directors who decide what stories will fit in a newspaper or news broadcast, with this intermediary or gatekeeper role.
Where gatekeepers, in the form of bridges
Wilbur Schramm (1954) was one of the first to alter the mathematical model of Shannon and Weaver. He conceived of decoding and encoding as activities maintained simultaneously by sender and receiver; he also made provisions for a two-way interchange of messages. Notice also the inclusion of an interpreter as an abstract representation of the problem of meaning. The Osgood and Schramm circular model is an attempt to remedy that deficiency: The model emphasizes the circular nature of communication. The participants swap between the roles of source/encoder and receiver/decoder.
Healthcare communication
The study and use of communication strategies to
inform and influence individual and community decisions that enhance health.
communication to plan and create initiatives at all levels, from one brochure or Web site to a complete communication campaign.
more than the production of messages and materials. They use research-based strategies to shape the products and determine the channels that deliver them to the right intended audiences.
Communication alone can: Increase the intended audiences knowledge and awareness of a health issue, problem, or solution Influence perceptions, beliefs, and attitudes that may change social norms and Prompt action Demonstrate or illustrate healthy skills Reinforce knowledge, attitudes, or behavior Show the benefit of behavior change ,Increase demand or support for health services Refute myths and misconceptions and Strengthen relationships with healthcare professionals
Individuals (affect individuals awareness, knowledge, attitudes, self efficacy, skills, and commitment to behavior change) Groups (relationships between customers and employees at a salon or restaurant, exercisers who go to the same gym, students and parents in a school setting, employees at a worksite, and patients and health professionals at a clinic) CommunitiesCommunity opinion leaders and policymakers can be effective allies in influencing change in policies, products, and services that can hinder or support peoples actions. SocietySociety as a whole influences individual behavior by affecting norms and values, attitudes and opinions, laws and policies, and by creating physical, economic, cultural, and information environments.