98

UNIT 4 – COMMUNICATION

Communication: Meaning, types

and characteristics of communication.

Meaning of Communication
Communication is fundamental to human life and activity.
It is both an individual and collective necessity.
Human beings cannot be fully human without communication.
The ultimate objective of communication is to establish commonness and
communion.
Understanding the basic principles of communication helps us understand its
influence on individuals and society. 2022 shift-II
The word "communication" comes from the Latin word "communis "
meaning common. [December-2012]
The standard definition of communication is to impart, bestow, or convey
information, thoughts, opinions through speech, writing, or signs.
Communication involves the imparting or interchange of thoughts,
opinions, or information through various means.
Communication occurs when there is an area of common experience
and shared meaning among participants. Therefore, the words
communication, community and communion are etymologically
related. 2023 June shift-1
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To summarize, communication has been defined as:

1. A process of passing information and understanding
2. A two-way process of reaching mutual understanding
3. The act of making one’s ideas and opinions known to others.
4. The process of imparting ideas and making oneself understood by others
5. The transmission and accurate replication of ideas ensured by
feedback for the purpose of eliciting actions.
6. A systematic and continuous process of telling, listening and understanding

Elements of Communication process

Aristotle identified three elements of communication: 9th July 2022 shift 1

1. Speaker
2. speech
3. audience.
Harold Lasswell and David Berlo proposed a more widely accepted model called
SMCR.
SMCR stands for- June-2008, 2013] 6th June 2019-IInd Shift]
1. Source
2. Message
3. Channel
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4. Receiver
However, Generally following are the elements of a Communication
Process- [21st June 2019- Ist Shift
1. Sender: The sender initiates the communication process and can be an individual,
group, or organization. Their experience, knowledge, skills, perceptions, and
culture influence the message.
2. Encoding: The sender translates their idea or information into a
message through encoding, which can involve words, language, or
gestures. 9th July 2022 shif t 1
3. Message: The message can be verbal (written or oral) or non-verbal,
such as body language or silence.
4. Channel (Medium): The channel refers to the means used to convey
the message. Oral communication channels are effective for immediate
feedback, while written channels work well for delivering messages to
large groups.
5. Receiver: The receiver's interpretation of the message is
influenced by their experience, attitude, knowledge, skills,
perceptions, and culture.
6. Decoding: The receiver interprets the words and symbols in the
message using their knowledge and experience to give meaning to the
message. 11th July 2022 shift 2
7. Feedback: Feedback is the receiver's response to the message,
signaling their understanding or reaction to the sender. It is the final
link in the communication process. 11th July 2022 shif t 2
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Models of Communication
There are several models of communication that describe the process and
components involved. Here are the key points about some commonly
used models of communication:

1. Linear Model:

SENDER CHANNEL RECIEVER

Communication is viewed as a one-way process from the sender to the

receiver. [3rd Dec. 2019-IInd Shift]
It consists of three main elements: sender, message, and receiver.
The sender encodes the message, which is then transmitted through a
channel to the receiver who decodes the message.

2. Interactive Model:
• This model recognizes that communication is a two-way process involving
feedback. 2022 shift-II
• It includes additional components like feedback and fields of experience.
• Feedback allows the receiver to respond and provide information to the
sender. Feedback is a circular and interactive which makes communication
process complete. Set 2018
• The fields of experience refer to the personal backgrounds, experiences, and
cultural influences that shape the communication process for both sender and
receiver.
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3. Transactional Model:

NOISE

SENDER ENCODE ENCODE SENDER

MESSAGE
RECIEVER DECODE DECODE RECIEVER

NOISE

• This model emphasizes that communication is a simultaneous

and continuous process. June 2019
• It considers communication as a dynamic interaction between sender and receiver.
• Both sender and receiver take turns playing the role of encoder and decoder.
• It recognizes that communication is influenced by various
factors like context, culture, and noise (interference).

4. Shannon-Weaver Model:

1. 2. 3. 4. 5.
6. NOISE
SENDER ENCODER CHANNEL DECODER RECIEVER

• Developed by Claude Shannon and Warren Weaver, this

model focuses on the technical aspects of communication.
• It includes the concepts of sender, encoder, channel, decoder, receiver, and noise.
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• Noise refers to any interference or disturbance that can affect the

transmission or reception of the message.
• The model also introduces the notion of information theory, which quantifies
theamount of information transmitted.

5. Berlo's Model:

➢ Developed by David Berlo, this model adds additional

elements to the communication process. 5th Dec. 2019
IInd Shift
➢ It includes the sender, message, channel, receiver, and effect.
[21st June 2019-Ist Shift]
➢ The effect refers to the impact of communication on the receiver,
which can lead to changes in attitudes, behaviors, or understanding.
➢ The model emphasizes the importance of understanding
the receiver's characteristics and tailoring the message
accordingly.
➢ Each of these models provides a framework for understanding
the communication process, highlighting different aspects and
factors that influence effective communication. It's important to
note that these models are simplifications and real-life
communication can be more complex and dynamic
communication.
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The 7 Cs of Communication
According to the 7 Cs, communication needs to be: June-2005 [June-2015]

1. Clear [August-2016]
2. Concise
3. Concrete
4. Correct
5. Coherent
6. Complete
7. Courteous

Types of Communication
1. Verbal Communication:

Verbal communication involves the use of spoken words or vocalized

language to convey messages. [January-2017]
It includes face-to-face conversations, phone calls, video conferences,
presentations, and public speaking. [4th Dec. 2019-Ist Shift]
Verbal communication can be formal or informal and can take place in various
settings.

2. Non-Verbal Communication:
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Non-verbal communication involves the use of gestures, body

language, facial expressions, and other non-verbal cues to
convey messages. [August-2016
It plays a significant role in conveying emotions, attitudes, and intentions.
Examples include eye contact, hand gestures, posture, and facial expressions. [July-
2018]

3. Written Communication:

Written communication involves conveying messages through written words or text.

It includes emails, memos, reports, letters, manuals, and messages
through digital platforms or social media.
Written communication allows for more careful and precise expression of ideas.

4. Visual Communication:

Visual communication involves conveying information through

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visual elements such as images, graphs, charts, diagrams, and videos.

It is effective in presenting complex data or concepts in a
simplified and visually appealing manner.

5. Interpersonal Communication: [December-2011]

Interpersonal communication refers to communication between individuals or small

groups.
It involves direct interaction and exchange of ideas, feelings, and information.
Interpersonal communication skills are essential for building
relationships, resolving conflicts, and collaborating effectively.
One of these features is that interpersonal communication can be
both focused and unfocused. June 2019

6. Group Communication:

Group communication involves communication within a group or team setting.

It includes discussions, meetings, brainstorming sessions, and
collaborations among multiple individuals.
Group communication emphasizes sharing ideas, coordinating
efforts, and reaching consensus.
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7. Formal Communication:

Formal communication follows established rules, protocols,

and hierarchical structures within an organization or
institution. [5th Dec. 2019-Ist Shift]
It includes official announcements, reports, policies, and procedures.
Formal communication ensures clarity, accountability,
and adherence to organizational guidelines.

8. Informal Communication:

Informal communication occurs spontaneously and casually without following

formal structures or protocols. [June-2015]
It includes casual conversations, social interactions, gossip, and informal networks.
Informal communication fosters relationships, builds rapport, and facilitates
information exchange outside formal channels. [5th Dec. 2019-Ist Shift]

9. Downward communication:

▪ Messages originating from the top level of hierarchy and transmitted to

lower levels, such as instructions or delegation of authority. [5th Dec.
2019-Ist Shift]
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10. Upward communication:

• Communication from lower levels to higher levels, including proposals,

reports, or suggestions. Often hindered by barriers like distance or attitude.
[5th Dec. 2019-Ist Shift]

10. Lateral or horizontal communication:

• Communication between individuals at the same level in the hierarchy,

promoting interaction and collaboration.

11. Internal communication:

• Relates to communication within the organization, particularly important for

departments with field offices. Crucial for cooperation, decision-making, and
execution of tasks.
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12. External communication:

• Involves communication between the organization and external entities or

individuals outside the organization. Focuses on maintaining relationships with
stakeholders and external agencies.

13. Meta Communication:

• Metacommunication is secondary communication that provides information on

how a message is intended to be understood or interpreted. [4th Dec. 2019-Ist
Shift]
• It goes beyond the explicit words used and includes both verbal and non-verbal
cues.
• It can unintentionally convey additional meaning or contradict the explicit
message.
• It involves the combination of words, tone of voice, facial expressions,
gestures, and body language. December 2022
• An example is when someone says "Glad to see you" but rolls their eyes,
indicating a contradictory emotion to what is explicitly stated.
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Characteristics of Communication [6th Dec. 2019-Ist Shift]

Context: Communication requires a situation or context to convey ideas or feelings.
Accurate Message: The message should be clear, concise, and accurate.
Understanding: Effective communicators understand their
audience and their communication style.
Empathy: Communicators should consider the perspective and
emotions of the other person.
Effective Listening: Active and focused listening is important in communication.
Frequent Communication: Communication should occur regularly
to ensure everyone receives the message.
Multi-Channel Communication: Using multiple channels
ensures the message is received by different individuals.
Face-to-Face Communication: Face-to-face communication is highly
effective and should be used when possible.
Two-Way Communication: Encouraging two-way communication
allows for feedback and sharing of thoughts and opinions.
Asking for Clarification: Effective communicators are not afraid to
ask for clarification when they don't understand.
Body Language: Non-verbal cues, such as body language, play
a significant role in communication.
Positive Attitude: Keeping messages positive and focusing on
what can be done for others enhances communication.

Barrier to Effective Communication

Barriers to effective communication are obstacles or challenges that hinder the

successful exchange of information, ideas, or messages between individuals or
groups. Here are some common barriers to effective communication:
o Language Barriers:
▪ Differences in language, dialects, or
vocabulary can lead to misinterpretation or
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misunderstanding.
▪ Communication between individuals who speak different
languages or have limited language proficiency can be
challenging. 24th June 2019-IInd Shift]
▪ The use of language for communication is not
necessarily a restrictive practice in the public domain.
2023 June shift-2

o Cultural Barriers:
▪ Differences in cultural norms, values, beliefs, and
communication styles can create misunderstandings or
misinterpretations.
▪ Non-verbal cues, gestures, and expressions may vary
across cultures, leading to confusion or
miscommunication. 2020 OCTOBER

o Physical Barriers:
▪ Physical distance, noise, or environmental factors can impede
effective communication.
▪ Poor acoustics, distractions, or interruptions in the
physical setting can make it difficult to hear or
concentrate. 21st June 2019-Ist Shift

o Emotional Barriers:
▪ Emotional factors such as fear, anger, stress, or anxiety can impact
communication.
▪ Strong emotions can interfere with effective listening,
understanding, and expression of ideas.

o Perceptual Barriers:
▪ Differences in perception and interpretation of
information can hinder effective communication.
▪ Individuals may have different filters, biases, or
assumptions that shape their understanding of
messages. [6th Dec. 2019-IInd Shift
o Information Overload:
▪ When there is an excessive amount of information to
process, it can overwhelm individuals and make it
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challenging to focus on important details.

▪ Too much information can lead to confusion, selective attention, or
information loss.
o Lack of Clarity and Conciseness:
▪ Poorly constructed messages, vague language, or lack of
organization can impede understanding.
▪ Messages that are too lengthy, complex, or
ambiguous can lead to misinterpretation or
disengagement. [24th June 2019-IInd Shift]
o Lack of Feedback:
▪ Communication is a two-way process, and the absence
of feedback can hinder effective communication.
▪ Lack of feedback prevents confirmation of
understanding, clarification, and adjustment
of messages.
o Technological Barriers:
▪ Issues with technology or communication tools can
disrupt or hinder effective communication.
▪ Poor internet connectivity, audio/video quality, or
technical glitches can impact virtual communication.
o Hierarchical Barriers:
▪ Power dynamics, status differences, or organizational
hierarchies can create barriers to effective communication.
▪ Subordinates may hesitate to express their opinions or
concerns to superiors, leading to limited information flow.
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Mass-Media and Society

Mass media refers to various forms of communication that reach a large audience
simultaneously.

The term "fourth estate" refers to media which is a societal or

political group that is independent of the three traditional branches
of government: the executive, legislative, and judicial branches.
Set 2018
It is often used to describe the media or press as an influential and
powerful entity that plays a crucial role in holding the government
accountable, providing information to the public, and acting as a
check on the other branches of government. Set 2018
It plays a significant role in shaping public opinion, disseminating
information, and influencing social, cultural, and political
discourse. 24th June 2019-Ist Shift]
Media literacy refers to the ability to critically analyze and evaluate media
messages, understand their intended meanings, and interpret them in a broader
societal context. It involves developing skills to access, analyze, evaluate, and
create media content effectively Media literacy is considered as a "continuous
process." 2023 June shift-2
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Types of Mass Media:

Print Media:

1. Newspapers: Printed publications that provide news,

articles, opinions, and advertisements. [26th June 2019-Ist
Shift
2. Magazines: Periodical publications that cover various topics of
interest, such as fashion, lifestyle, sports, and entertainment.
3. Books: Printed publications that contain longer-form content,
including novels, non- fiction books, educational materials, and
more.

Broadcast Media:

1. Television: Broadcasting visual and audio content through television

channels. It includes news, entertainment shows, documentaries, and
advertisements.
2. Radio: Broadcasting audio content through radio frequencies. It
includes music, news, talk shows, interviews, and podcasts.
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• Digital Media:

1. Websites: Online platforms that provide text, images, videos, and

interactive content on various subjects.
2. Social Media: Online platforms where users can create, share, and interact
with content, such as Facebook, Twitter, Instagram, and YouTube. [26th
June 2019-Ist Shift
3. Online News Portals: Websites dedicated to providing news and
information, often updated in real-time.
4. Blogs: Personal or professional websites where individuals or
organizations publish articles, opinions, and other content.
5. Podcasts: Digital audio recordings that cover a wide range of
topics and can be downloaded or streamed.
6. The audiences of digital media are affected by fragmentation.
Fragmentation refers to the dispersal of audiences across various
digital platforms and channels. With the advent of digital media,
people have access to a wide range of platforms such as websites,
social media, streaming services, and mobile apps. This has led
to the fragmentation of audiences, as people consume media
content across multiple platforms based on their preferences and
interests. 2023 June shift-1
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Outdoor Media:

1. Billboards: Large advertising displays placed in public areas,

such as roadsides or buildings, to reach a wide audience.
2. Posters and Flyers: Printed materials displayed in public spaces, such as
streets, malls, and community centers, to convey messages or promote
products.
3. Film and Cinema:
4. Movies: Feature-length films created for entertainment or
educational purposes, screened in cinemas or distributed through
digital platforms.
5. Documentaries: Non-fiction films that explore real-life events, people,
or topics with an informative or educational purpose.

Other Forms:
1. Direct Mail: Advertising or promotional material sent directly to individuals'
mailboxes.
2. Newsletters: Periodical publications sent to subscribers, often containing
news, updates, and information on specific topics.
3. Public Speaking: Live presentations or speeches delivered by
individuals to a large audience.
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Characteristics of Mass Media

1. Reach: Mass media has the ability to reach a large and
diverse audience. It can transmit information, messages, or
content to a vast number of people simultaneously,
regardless of geographical location. [24th June 2019-IInd
Shift
2. Mass Communication: Mass media involves the process of mass
communication, where information or content is produced and
distributed to a large audience through various channels such as
print media, broadcast media, or digital platforms
3. Wide Range of Formats: Mass media encompasses various
formats and mediums, including newspapers, magazines,
television, radio, websites, social media platforms, podcasts, and
more.
4. One-to-Many Communication: Mass media operates on a one-to-
many communication model, where a single message is transmitted
to a large audience. It allows for the dissemination of information
to a broad population without the need for individualized
interaction.
5. Influence and Impact: Mass media has the potential to shape
public opinion, influence social attitudes, and impact cultural
norms. It can generate awareness, mobilize public opinion, and
bring about social change by disseminating information, news,
entertainment, and advertising.
6. Gatekeeping: Mass media acts as a gatekeeper by selecting,
filtering, and deciding what content is presented to the audience.
Editors, producers, and content creators have the power to
determine what information is published or broadcasted,
influencing the agenda and framing of public discourse. 26th
June 2019-Ist Shift
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Influence of Mass Media on Society

1. Shaping Public Opinion
2. Agenda Setting
3. Socialization and Cultural Norms
4. Framing of Discourse
5. Political Influence
6. Consumer Behaviour
7. Entertainment and Culture dec 2019
8. Education and Knowledge dec 2019
9. Social Mobilization dec 2019
10. Global Influence

Theories related to Mass Media and Society

Limited Effects Theory:

According to this theory, people are not passive recipients of media
messages, but active and selective in their interpretation and
consumption of media content.
The theory argues that individuals have preexisting beliefs, values,
and social networks that shape their attitudes and behaviors, and
media has a limited impact on changing these aspects.

Class-Dominant Culturalist Theory:

The class-dominant culturalist theory emphasizes the role of
media in maintaining and reinforcing the existing social and
economic power structures.
According to this theory, media content is produced and controlled by
the dominant social class, which uses media to promote its interests
and maintain its position in society.
The theory argues that media representations, narratives, and
ideologies often reflect and perpetuate the values, beliefs, and
perspectives of the dominant class.
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Agenda-Setting Theory:
This theory suggests that mass media has the power to influence
the importance and salience of issues in the public's mind by
determining what topics receive significant coverage.
It posits that media agenda-setting influences the public agenda and
what people consider important.
Cultivation Theory:
Cultivation theory argues that long-term exposure to media content
shapes individuals' perceptions of reality.
Social Learning Theory:
Social learning theory proposes that individuals learn behaviors,
attitudes, and values through observing and imitating models,
including those portrayed in the media.
It suggests that media can influence behavior by
presenting role models or demonstrating consequences
of certain actions.
Agenda-Building Theory:
Agenda-building theory expands on the agenda-setting theory
by emphasizing the reciprocal relationship between media and
public agendas.
It suggests that the public's concerns and interests can also influence
the media's coverage and agenda.
Media Effects Theory:
Media effects theories explore how media exposure influences
individuals' thoughts, attitudes, and behaviors.
These theories include various perspectives, such as the hypodermic needle
model (suggesting a direct and immediate influence), the two-step flow
model (emphasizing the role of opinion leaders), and the limited effects
model (highlighting the mediating factors that moderate media effects).

Framing Theory:
Framing theory examines how media frames or presents
information to shape public understanding and interpretation of
events.
It focuses on the selection and emphasis of certain aspects of a
story to influence the audience's perception and response.
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Reception Theory:
Reception theory emphasizes the active role of the audience in
interpreting media messages.
It suggests that individuals bring their own social, cultural, and
personal contexts to the process of decoding media content, leading
to diverse and subjective interpretations.

Media Ecology Theory:

Media ecology theory explores the interrelationship between media,
technology, and the environment.
It examines how different media forms and technological advancements shape
communication patterns, social structures, and cultural dynamics.

BONUS FACTS
Highbrow- Intellectual satisfaction oriented 2022 shift- 01
Middle brow- Can distinguish between good and bad films 2022 shift- 01
Low brow- Those who want to escape from daily routine 2022 shift- 01
Post brow- Much sophisticated and have deeper understanding of the medium
2022 shift- 01
Charles Sanders Peirce, an American philosopher and logician, is known for
his work on semiotics, or the study of signs and symbols.
1. Icon: An icon is a sign that resembles or imitates what it represents.
2. Index: An index is a sign that is physically connected to, or directly caused
by, its referent.
3. Symbol: A symbol is a sign that has an arbitrary relationship with its
referent.
➢ The primary bases of interpersonal power in relation to classroom
communication are:
1. Coercive power: This refers to the ability to influence others through the
threat of punishment or negative consequences. Set 2018
2. Reward power: This is the ability to influence others by offering rewards,
incentives, or positive outcomes.
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3. Referent power: This power is based on admiration, respect, and the

personal qualities or characteristics of the individual. It stems from
others' identification with and desire to be like the person in power.
4. Legitimate power: This power is derived from a formal position or
role, such as a teacher or authority figure, which grants them the
authority to influence others.
➢ It is estimated that the meaning derived by students from non-verbal
communication in relation to verbal communication is 2/3 more. Set 2018