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Chapter-2, Models Of Communication.
1.1,. Introduction: It has been followed that, comuunication starts with the delivery or dissemination of various contents or messages that are initiated by the the sender through selected channel as to establish a link with the receiver with a view to invite participation in that process of communication. The whole process of communication can be represented by different structurised forms or patterns, by means of which the perception of communication could be visualized or enlightened more effectively, strengthfully as well as in consolidated manner. The necessity of such structurised form or pattern is essential to represent the communication process with greater reality and validity. How all the essential elements are are involved in a process of communication, as to establish an effective relationship between the sender and receiver, is described mechanistically to ensure the reality and feasibility within the process of communication.
1.2 Defination & Meaning: Model means generally, a portrayal or miniature that are constructed or designed with a view to represents any big or vast project, as to highlight or conceptualise over all.Model can explains any big project or arrangement to make it easily understandable to other. For making a big steel industry,strating from the source of ‘hematite (iron ore) to the finished steel, so many steps or processes are to be followed to convert the raw materials to finished product I,e. steel. It is a vast arrangement indeed. Very simply the total arrangements could demonstrated or displayed in a sqire foot area by constructing a model.Such model is able to provide over all ideas about a vast project like steel industry which is to set up in the country n future.
*Thus model of communication help us to visualize or explain clearly how flow of communication tkes place or happens that we experience in our life everyday. Communication model involves all the indispensable elements to clarify over all about the process of communication with a view to beterrise our ideas or perceptions on the process of communication.
Model of communication can be defined as the pictorial demonstration on the flow or propagation of communication by involving the essential elements which are interdependently accorded with, as to support or enhance the the act of communication. Model of communication can describe or produce insights or perception in human being all about the mechanism of communication at a glance.Though communication is unfathomable and more than what we can describe. Communication process can not be delimited in this manner,where a link or any relationship that could be brought or established between a sender and receiver in the way of transmission messeage with the support of various channels. Yet, we get definitely an over all knowledge or ideas on the activity of communication.Model ensures us to think more about the communication process within its framework underlined.
1.3 Construction of model & its’ Development : In the earlier concept of the comuninication process, only three elements were considered to be imperative as well as important parts of the whole process of any communication. So,the sender, the message and the receiver only these three elements were thought to be almost all about the communication process.The other indispensable elements like, channel, feedback, noise were not at all considered to be the needful parts of communication . process. Earlier concept has described the communication, as the way of persuading or informing someone to a greater extent. Then the recipient was thought to be passive. The sender ‘A’ sendsany message ‘M’ to the receiver ‘R’. In this part, B is considered as passive. But message has power to manipulate the recipient of it. Message must generate something reaction within the mind of B. B may need to response the sent message. This act of ‘response’initiated by B,as to send back to the sender A, was not at all considered to fulfill the needful elements and other characteristicsof communication process. It can be demonstrated as follows;
A delivers a message to B, A deliners another message to B,
again A delivers a message to B, similarly A delivers a next message to B.
The above model was constructed during the second world war (1935-1945) as an useful model by means of which,the ideas,knowledge and feelings were thought to be spontaneously transferred from the sender to the receiver. This one-way based communication model was widely known as ‘magic bullet’ and is obsoeate presently.
A simplest form of communication model was constructed by, Claude Shannon and Warren Weavver which does include the ‘telephone’ as the medium for transmiting the messages to make it partly viable as well as an useful model for communicationprocess. One of the famous model of that time was developed by Herad, D, Lasswell in the form of questions (5Ws model).Both of these two models contribute to further development of few models later, as brought by the scholars like Wilber Shramm, George Gerbner and C,E,Osgood One of the simplest from of such model can be demonstrated as follows;
S……………..M…………R
(sender) (message) (Receiver)
Shramm’s model
This model of communication can just explain what about the ‘sender’ sends or deliver the ‘message’to the receiver only. The ‘message’ is generated or initiated by the ‘sender’ as to deliver to the ‘receiver’. The concept of ‘one way’ communication is reflected in such model as well;
‘ Sender sends the message to the receiver’, does not include the other active parts or elements that could be essential to enhance or complete the process of communication. Earlier concept of communication, considered the ‘inter-personal communication predominantly, keeping aside the consideration or acceptance of other types of communication. The total consideration in the earlier concept, emphasized on ‘ face to face’ i,e inter-personal communication. As the , consideration of ‘channel, had not come to the account, so, think about ‘noise ‘ was redundant then. But now we have taken all (six) important parts or elements into our account to demonstrate the process of communication clearly, by constructing or developing suitable model as to serve our purposes. An all purpose model,which can explain the process of communication considering all essential elements,is as foloows;
Encoder…………………Feedback……………Decoder
Noise
*****
Sender………….Message *****………Channel…….Receiver
******
Noise
Decoder……………………..Feedback…………Encoder.
1.4 Few Important Models Of Communication
Herald, D, Lasswell’s Model: This model is absolutely structurised or based on questions.There are five integral questions which have been included to represent the model as to demonstrate the whole process of communication. The questions are called or known as (5ws). The model can be viewed as follows;
Who?
Says What
In Which channel
To Whom
With What effect ?
The above questions could be represented in the pictorial form,is as follows;
---------. --------- --------------- ------------- -------------
Who --------- Says -------- In Which ---------To ---------- With What
-------- What Channel Whom Effect
-------- ------------ ---------- ---------------
The model can explain ‘Who’ as source or sender. Says ‘ What’ as message sent by the sender.Iin Which Channel’ as the medium chosen by the sender to deliver the message. ‘To Whom’ as the receiver who is the recipient of the sent message. ‘ With What Effect’ as the reaction or response to the sender as returned from the receiver respect to the sent message. The model describes clearly the process of communication considering all important elements taking into its account as well.
1.5 Claude Shannon & Warren Weaver’s Model:
The first ever an engineerin model was constructed by the two engineers, Shannon and Weaver, who involved few distinct technical arrangements in the ‘channel’ portion to beterise the system in the process of communication. In this model all important elements have been considered to describe the process of communication.Only the ‘channel’ was designed extraordinarily to give an innovative shape as compared to then.
The model can be drawn as follows:
Information Trans Receiver Receiver Desti
>>> Message>>>> >>>Signal>>> >>> >>>
Source mitter Signal nation
‘Noise’
In this model , Shannon and Weaver has paid more attention towards ‘noise’ that could appear either in the applied technical arrangements in the system or from any outer sources. Noise can intercept or interrupt the spontaneous flow of meassage or converted signal that may lead to disrupt the link between the sender and receiver ultimately. Noise infrings the message quality. Successful communication may not be possible due to dissatisfaction evolved with the recipient from the illeligible or incomprehensive messages. Though it is average useful model of communication process
Later on an ‘Information Theory’ was developed by Shannon where he pointed out very clearly that every ‘ source’ has or possesses a ‘Message’ which is trying to get through some ‘Channel’ to some ‘Destination’. The source requires a transmitter to convert its’ message into a signal as it would be received by receptor or any receiver to produce an understandable message to the destination or the recipient.
1.6; Charles, E, Ossgood’s Model Of Communication.
This distinguished model of Osgood which is quietly different from the conventional models of those earlier days that we had come across so far. In this exclusive model,Osgood considered a circular form of the communication process. Here both sender and receiver is assumed to have equal contributory role as well as importance in the process of communication. The model can be demonstrated as follows;
>>>>>>>>>>>>>>>>>>>> Message>>>>>>>>>>>>
+ +
Encoder De+coder
Interpreter Interpretor
Decoder Encoder
+ >>>>>>>>>>>>>>>> Message >>>>>>>>>>> +
Osgood’s model.
As per above model Osgood wanted to point out that, the sender sends message to get response from the receiver as well as the receiver accepts the message from the sender to respond as well. The sender encodes any message to deliver to the receiver where,the receiver decodes the message in meaningful manner and finally,after encoding a message ,delivers to the sender as an answere or response. Now the sender accepts the message after decoding it in same manner.So,it is clear from the model,that the sender performs both encoding and decoding as well as the receiver does the same to complete the process of communication as well. Encoding and decoding both are the important part of the communication as performed by the sender as well as the receiver , in making the transmitted messages understandable to fulfill their purposes.
1.7; Wilber Shramm’s model Of Communication.
In the complex field of communication, to highlight the communication more vividly,Wilber Shramm has developed different types of communication models by giving shape to those after considering and judging from different angles or views of his own. Although he has emphasized particularly on ‘feedback’ and ‘noise’’ which are playing both an important role in the process of communication. Shramm’s model can be shown as follow;
……… Feedback……… Noise
………+ + ………… …. ………
Sender Message Receiver
………… ………….. ………….
+ +
…………………… Feedback………………..
he model looks like as if, sender is trying to communicate with the receiver constantly with his experience to achieve the relevant response i,e. ‘feedback’to establish a successful communication. Achievement of instant ‘feedback’ is possible only in the case of interpersonal communication where ‘face to face’ contact or link generally held. So, the model is suitable for interpersonal communication. Here noise may occure in the form of faulty telephone arrangements, ceaseless sound evolved from adjacent factory and transportations or traffics, musical sound from near by places even misspelt letter correspondence from either side that can create disturbances or obstacle in the process of communication. Shramm’s entire emphasis on ‘feedback’ and ‘noise’ both are instantly available eitherfrom intra-personal or inter-personal communication only, that was reflected through his different models of communication that he developed . If we write ,sing or dance jndividually,then it can be followed or experienced how each type of performance exists? Any corrective mesure that could be taken to give the required shape for every one activity. Here the part of encoding and decoding is done in turn by self. Such model was developed by Shramm was as follows;
…………
Encocoder…………………...>>>>.
………… ++
Interpretor Message……………>
………… ++
Decoder…<<<<………………… Shramm]s Model. Another model was developed by him in which he showed that, the communication is influenced by socio-cultural and economic factors which are prevailing phenomena in our society. Every message that is depending upon the past experience of both sender and receive, oftenly . Because the past experiences of both sender and receiver inevitably required to make easy the task of both ‘encoding’ and ‘decoding’ to facilititate or enhance the communication process. For example if a sender who is an agriculturist, wants to send message on the controversial issue of ‘nuclear deal’ between India with the US, to his another farmer friend then both of the part of ‘encoding’ and ‘decoding’ will fail to enhance the communication process.As both are not having any experience earlier, even they do not carry any knowledge at all which is based on science. Shramm considered this matter of experience pertaining to the environment emphatically which can be seen in the diagram as follows; ************* ******************** ******* Source>>>>Encoder>>>>>Signal>>>>De.coder>>>>Destination
*********
**************** Fig:2.9 T *********************
he circular formed area signifies the acquired or accumulated experiences of both encoder and decoder who are trying to disseminate their messages in between them to start as well as continue the communication process. Here the source who initially encodes the representable message as to transmit to the receiver who decodes the same in understandable manner to make it usable. In response or reply the receiver conversely encodes his distributable message as tobe forwarded to the source or receiver.he source noe decodes the sent message in meaningful manner. From this model we can resolve that without possessing any prior experience or any perception by both sender and receiver, message do not allow to continue the process of communication successfully.The two circles need to meet or intercept as to coinside the ideas, knowledge or interests of both individuals who are intending to be inter-linked through their messages.Th intercepted portion of two circles is the common area where both individuals can share or exchange their ideas and views satisfactorily.
1.8; George Gerbner’s Model*
It is one of the most complex model among all others, that we have come across so far.In this model Gerbner wanted to relate the message to the reality, which enables us to progress further to consider the matter of ‘ perception’ and ‘meaning’ in the process of communication. Here, Gerbner has devided the communication process into two different segments as one is ‘perceptive or receptive’and another is ‘means or control’.
E>>>>>>>>>>>M
+
SE
+
+>>>>>>>>>> M2
Gerbner’s model.
In this diagram, E is any event ( external reality) as perceived by the human being M with the aid of any appliance which can transmit messages like microphone,recorder or camera. M with his perception selects the events ( messages) his matter exists in the horizontal part of the diagram.
In the next vertical part , M with his own perceptive abily,processes the events whatever he has accepted or collected as to make it a meaningful and understandable structure.This is representable and is converted into transmitable ‘signal’ as SE. Now it is an important task to select the means (medium or channel) by which the ‘signal’ ( message) could be transmitted.satisfactorily. It could be newspaper, television or radio, is depending upon the character of the signal. Now who makes the selection and whose matter or picture of surrounding is transmitted as SE is a significant context. Television transmits the biased or exaggerating version of an event.
The last step of this model is appearing as once more again horizontally. Here M2 is a signal or a statement of an event or SE. The meaning of the message is not present in the message itself. Only it consists of the result evolved from the interaction and negotiation that held between the receiver and the message. M2 brings to SE, a set of ‘ needs and perception’ generated from his own culture and status or standards through which he can match and relate to SE with them, This can be understood only by the interaction and negotiation between M2 and SE., an effective meaning of SE.
1.9; Theodore M, Newcomb’s Model.
In this model of traingula form, Newcombs wanted to show how communication can regulate an equilibrium relationshipship within the society . He showed also how could communication play in our social system competently to support or overcome an environment that we face. He model can be described as follows;
S (society)
A >>>>>>>>>>>>> B
<<<<<<<<<<<<<<>>>>>>>>>>>
S2>>>>>>>>>>> S >>>G>>>>>>> A
S3 >>>>>>>>>>
Westley and MacLean’s model
Such model of communication is not applicable to other segments of communication which is stricktly adoptable in the sector of mass communication like newspaper, radio, film and television. Although this model is useful and effective but fails to take its consideration towards the relationship betweenthe mass media and the other sector of the society through which we deal with in our everyday life.
*Abridged Version*
The Various models of communication have allowed us to percept and understand how the communication process propagates through various important elements required for it. The role played by each element in the route of communication process, is studied and overved by us. How the process of communication is affected by the lack of each element, and how the communication process impacts our society, all have been highlighted through the demonstration of each model. Each model has individual performances and distinct specialities.No model can describe or highlight the the process of communication entirely in terms of complete sense or realization.
Sunday, August 31, 2008
An Introduction To Communication.
( Chapter -1) : Communication:
1.1, Intrduction:- Communication is an integral part of our life.It is imparetive in enhancing our life.Since the beginning of our life what we see,speak,write,sing, make a call through telephone,even feel internally for something alone and gesturing also, all are the necessary activities by means of which communication can be held.Communication is essential through which one can share or exchange any idea, knowledge, thought, informations and entertainments with others for achieving better environment for living, satisfaction,security and upgradation in the lifestyle. Thus communication between two, three, and more other persons can be held.
Communication as we understand presently is originated from the west.It is considered so because new communication technology aided modern communication has acquired high degree of enhancement on it’s way
1.2, Defination.and Meaning:-: Communication means ‘Transfe and conveying of meaning’ (Oxford Dictionary). There are so many definations have been made by different scholars like ‘ one mind affecting another ( Claude Shannon), ‘sharing of experience on the basis of commonness’( William Shramm),but no such complete definition that can represent over all meaning of communication. It can be defined as the process of ‘the sharing and echange of ideas,thoughts,feelings,informations,knowledge and attitude between two or more persons through certain signs and symbols’. Communication is more than this definition.It is not static that moves in a single way. Conversely it can be said that communication is a dynamic two way process.In the communication process we can identify that someone is intending to share or exchange own thoughts or ideas and attitude with other. The person who wants to share such is called ‘sender’ who is at the starting end.The other who receives the same thought and ideas or knowledge from sender is called receiver who is at the last end of the process of communication. Here the shared materials like thoughts and ideas or knowledge is an important part of this process of communication can be called ‘message’.And this message is generally tranfered or transmitted through certain medium like,writing, speaking or picturising as to reach the receiver’s end. The medium can be denoted as ‘channel’.Channel is the required medium through which any message from the sender is made understandable to the receiver. Hence it is seen that, the sender is constantly trying to contact or send messages to the receiver through a certain process to make the message meaningful to the receiver.The objective of the sender is to get back a meaningful or relavant response from receiver of the sent or delivered messages.The response that made by the receiver after understanding the delivered message as sent by the sender is denoted by ‘feedback’.Feedback can confirm any process of communication to be successful.
1,3 , Functions of communication:- Communication performs enormous functions in many ways for the human, as to enhance the way of life as well as standard of living. Communication makes human possible to access to informations,educations,knowledge, and ideas to achieve better standard of living with ensured security and safeguard.Communication extends assistance to the human to procure an understandable environment that calls human in participation with their interactive parts or actions, where the human may avail the opportunity of udertaking any required decision as to gain the power of control over any possible adverse matter. Communication allows human to take part in debate or discussion in the community or in largely crowded meeting to share or exchange individual joint opinion respect to any vital or important issue or problem to reflect any probable or positive solution.Thus communication ensures the achievable goals or objectives of the society through different types of human cantact or relationships.
Communication,staying at the ‘hard core’ of the society, acts as the ‘connecting tool’ to enhance or extend the relationship within the society to inform, educate, persue, entertain,assert and satisfy as to enable human to do or perform in better manner in achieving the target or goal. It acts as the connector of the society and facilitates human to get in touch with diveresed social affairs.Communication generates opportunity for human to solve any combined problem of the society through debate and discussion.Face to face communication allows more clarity or tranparancy in the opinions made by the different members of the society as to reach at a consolidated inference towards any problem of the society.Communication makes human possible to be conscious and understood of many kinds of dealings happen in the society. It facilitates human by providing diversed informations as we require to satisfy our needs, to protect us, to integrate ourselves, after all to make us fit for any environment by both physically and psychologically as well. So, every pace of communication allows human something to acquire more than speculated for.
Now, we can consider communication which could be established through the emphatic desire or intention of linking or connecting from different receiving ends or points with the sorces. Once whenever, the connection is enforced between the receiving end or point with the source, communication starts to transmit or deliver informations, instructions, entertainments,knowledge, security alerts or any suggestion or advice and so on. The receiving end could be human, allied computers or any other technical arrangements, which could be benefited by using the message as sent by the source or sender.Communication propagates from the source through certain processes or ways being interlinked with different elements or important parts which are in action, to constitute a meaningful representation that initiates response from the receiverof the same after inter active part done duly.Any message does come back as the part of response from the receiver to the source or sender is denoted as ‘Feed back’ .Feed back
carries the successfulness of the communication process.
1.4, Communication Process & Elements :-, communication propagates involving a series of actions and reactions,as to achieve or fulfill the objectives. It starts from the sender after the delivered messages create by him. which could be certain symbols or signs,writings, voices, pictures or any other gestures or indications,are to be transmitted through various channels or means to get interpreted by the receiver.Without having properly interpreted or described by the receiver to give the messages a successful meaning, communication fails to achieve its’ target or objectives.Because,undescribed or uninterpreted messages by the receiver, can not ultimately generate any properly reaction or response that could be transmitted back or returned to the sender in fulfilling the objectives or goal of the communication as innitiated by the sender.Any successful communication almost and always, depends upon the relevant rections or responses extracted from the receiver to the messages as sent by the sender. Communication process and its’ flow can be represented by this diagram as follows:
Encoder Decoder
Sender>>>>>..Message>>>>>..Channel>>>>Recever
Decoder Encoder
It is oftenly followed in the process of communication that, external disturbances either technically or physically that could influence or tamper the message or channel to bring considerable interruption in instantenious flow of the communication.This part of disturbances can be remarked to be ‘noise’ as a whole. The noise may be evolved from any technical fault or failurement of the arrangements (channel) through which the messages are disseminated or delivered to the receiving end i,e. receiver. Practically the message is affected by such disturbances or noise and does not come with most meaningful manner either to receiver or to sender anyway to establish a result-oriented or successful communication . Noise can take an interceptive part in the process of communication .Noise does not allow to set up any effective relationship between receving end and the source as well.
Now we see that for the establishment of any successful communication, the source or sender should have targetive and meaningful message that is to be disseminated properly through undisturbed channel or medium to maintain an instantaneous flow of message as to be accessible by the receiving end i,e receiver.
1.5 Elements of Communication . Communication involves few important parts or elements in its’ process.They are as follows:
Source or Sender: Source is the repository of messages or informations from where informations are collected and gathered by sender who is also can be designated as communicator, after giving proper shape with meaning expression to the distributable messages that could be pertinently sent to the receiving end or receiver in the acceptable from. The selected messages or informations are disseminated or delivered in the interpretable for manner by the sender or communicator to the receiving end or receiver with some target or objective. Source or sender is constantly engaged in supplying informations with a view to be accepeted by the receiver for its’ required uses.Sender possessesand holds various news or informations as collected from different sources as to turn these into meaningful messages for its’ distribution further to the different users categorically. Every msseage may not be needful to every user or receiver.The receiver accept any message or information respect to its need or preference to serve its’ own purpose. Basically communicator needs to have ‘communication skill’ by means of which the communicator can motivate or run the entire process of communication successfully and satisfactorily as well.
A ‘communicator’ could be existed as a good speaker,a good writer, a good viewable performer through its’ gestures,caricatchers,dances,dramas or any other creative activities as to serve the diverse purposes of different users or receievers by calling or appealing their participation into that process of communication. So communicating skill is an indispensable criteria of communicator that enables him/her to make the users or receivers to be involved in the communication process in attractive manner.Communication skillor ability of the communicator, ensures greater involvement and participation of the recipients or users in that particular process of communication which can signy the successfulness and best achievement of tht part. In the proce ss of communication we follow that, a communicator or sender acts as ‘driver’,who drives the vehicle like ‘communication’ carrying the different kinds products (messages) through selected channel (way or means) as to distribute or deliver to the receivers or users (destination). The important elements or ingredients of communication can be described as follows;
Encoding: Informations or messages available from the sources,are raw in character and are not properly described to be appeared as meaningful to the recipients or users. Practically it is experienced, that the immediately available informations from the sources are always neither presentable nor apprehensible to the receiver or user.Encoding is such part of activity performed by the communicator or sender who intends to deliver any informations to the receiver after processing the collected informations with his inter active instinct and competency. Sender try to give shape with outlook and necessary get up to the availed nformations with a view to to be appeared as readable, audible or viewable to users or receivers of it. So encoding is the act of creating any message in the meaningful form or shape. It is the process of converting any raw informations into meaningful message for further representation. The part eof ncoding is generally commited by the sender.
Message : Message is the central part of the communication. Message must be simple and easily understandable. Illeligible message can bring interruption in the process of communication . So, it needs greater care and attention in preparing or creating any message which is presentable to the receiver or user. Inapprehensible message can produce disgust and disinterest within the receiver. Any message that can initiate action and reaction in receiver’s mind and moulds his/her attitude which ultimately inspire the receiver to be involved in that system as to be a part of that communication. A message with it’s power of appealing and persuation can command the the presence and participation of the rceiver or user either actively or in the passive manner in that system of communication. It is to be remembered that the distributable or sending message should be viable and useful to the receiver as to bring the success of the communication.Good message can arouse the ‘attitude of responding’ within the receiver or the user of the same.
Channel is the devise through which different types of messages are transmitted to the recipients or receivers conveniently. Channel is the means or way, by means of which the act of communication can successfully be performed. So, the selection of ‘channel’ is an important factor asto considered by the sender as if, any interruption of message flow smoothly and higher cost could be avoided. Proper selection of channel is so indispensable that lead to perform the act of message dissemination in best manner to a larger section of the society people. Channel comprises of signs and symbol, ,gestures, picture,writings, mass media like print ,radio and television,folk dances,films and advertisement. It is frequently seen that, the improper use of channel or medium for catering theintended messages could not come to the receivers or users as effective. Because, the channel used is at at variance with the socio-economic condition, literacy,culture and interests involved with the community where such communication is targeted.Appropriete selction of channel has to be introduced for successful communication.
Decoding: This activity is the part of receiver or user after having the messages have been delivered by the sender to him or her with a view to be communicated. The receiver after getting the message tries to understand to his/her best realization to respond this acceptance of the same. The receiver or user usually exhibit his/her reaction to the sent or delivered messages. Decoding is the activised property of receiver or user that starts with the receiving of the messages through the channel as sent by the encoder or sender.Here decoder is receiver who receives or accepts the sent messages from the senders as to interpret the messages in meaningful manner. The receiver with its’ own realization power gets prepared to decode the delivered messages as sent by the seder.
Feedback: It is the part of actions and reactions that occurs within the receiver. Any message has the power to influence or stimulate human being. The message which comes to receiver in meaningful manner must be stiringr and will generate the attitude to respond to the sent message.Meaningful messages have the power to produce some behavioural change within the receiver by moulding his/her ideas or thoughts that ultimately activise the receiver to respond sensibly to the sender. This response or answere to the seder’s message is denoted as ‘feedback’.Feedback claims the achievement effect or successfulness of whole efforts involved in the process of the communication. It is very clear that without of any response from the receiving end,communication can not enhance further satisfactorily due to interests lost by the source or sender. Feedback facilitates accords the continuation of communication smoothly
Now we can conclude having this idea that,to achieve desired effect in the process of communication , a very good combination with the involved elements is essential.
1.6 : The types of communication :- It is experienced so far that communication is occupied with our life as well as with the society essentially. We involve ourselves in the act communication appearing as, in different manners or types. All the types are individually possessing unique charractertics distinctively. The types of communication are as follows:
(A) Intrapersonel Communication: It is known as self communication and is held within us individually. Such communication is evolved like singing,writing a poem,dacing,reciting even thinking selfly alone. It is single or one way communication where individual performances are involved.In this type of communication, tha part of ‘share and exchange’ both do not happen as held in the other types of communication.This type of communication has no continuous flow of messagesas neither to receive nor to respond it, this communication does not hold good and appeared to ineffective. Intrapersonel communication can not fulfill the the basic criteria of communication,so it fails to achieve the objective or goal of the communication.
(B) Interpersonel Communication:- This type of communication usually happens between two persons where share and exchange of ideas,thoughts,informations and others’, are possible. Again such communication can be occurred between two computers or a person with a comuter to share and exchange necessary ideas ,thoughts,informations and other inter-active parts of activity. Interpersonal communication is very strong and effective because it is held either by face to face approach or in a close up environment. Interpersonal communication deserves to be the most successful communication as compared to other types of communication, is largely manipulated by the the generated emotion,trust or reliance that take place between the two human beings. Human can not deny or avoid another human’s appeal or approach even any prior intimation or recognition does not exist. Similarly a letter correspondence, a telephonic contact or video link between the two humans can ensure most effective result to establish compact as well as successful communication .
(C) Group Communication:- More than two people being associated or assembled with a view to share or exchange their views or thoughts and ideas among them can form ‘group communication’. Group communication can be held as group meeting respect to any social problem, group discussion on any controversial issue, meet in the club, playing accordedly etc in other manners.Multi opinions are extracted from different participants or members of the group that help or lead to establish a standpoint on any important matter or controversial issue. Such communication can afford analisis in details, highlighting the vital issue to achieve the possible solution for any social problem. But the necessary dicision can oftenly not be taken satisfactorily due to lack of convergence of opinions as triggered by the involved memberes of that group. So,this type of communication is considered to be instable as well as ineffective. As controversy remains actively in any part of discussion on any important issue, consolidated drive or steps are oftenly barred. Not only in the same group, such controversy may arise from different groups of the concerned society to manipulate or persist the dicision as to make it null and void.
(D) Mass Communication:- In this type of communication, a large number of receiving ends or users are involved, who are existing at different spots or places beinginvolved or present at the ‘Real Time’ (in the case of electronic media like Radio and Television) as to access or receive the contents or programmes from the sender i,e. mass media. Mass communication is an well organized mechanical process by means of which ‘messages’ are distributed or transmitted in multiple manner as to reach out many more receivers or users who are involved in that process of communication.Here all the receivers or users are called ‘auduence’customarily. Organization like Film, newspaper, radio and television through their strategically equipped arrangements, make possible such extensively larger participation or involvement of audience in their process of communication . Audience are generally scattered profusely in the targeted areas as stipulated or arranged by the mass media organization for communication . In this types of communication, the vast audience, who are linked with this communication, however may not have any prior recognition or relationship in between them. It is the unique characteristic of mass communication that commands greater importance ,dependence, and regard or respect from the people of the society.
Beside the mass media, mass communication may be held through folk songs, folk dances, drama, puppetrty meeting,convention etc, where a large a large number of people are involved at the same time by staying at the same place accept or receive the ‘messages evolved from the respective source or programme. Mass communication enjoys predimant role in the society in moulding public opinion at large.The responses or reactions from the receiving ends i.e. audience, come back to the sources or senders very slowly and differently. Different people will carry different types of ‘opinion’ or comment. These opinions or comments as a whole denoted ‘feedback’. Feedback is the result of media and is measured by different organization in different manner. In any newspaper concern it is evaluated by the number of newspapers sold to its’readers. Again in any electronic media like radio and television, the feedback is assessed by the numbers of listeners’ or viewers’ are engaged or involved in a particular programme in the real time. Even the numbers of telephone calls received by any radio or television organization could be the way of evaluating the feedback of the respective concern.
..................................................................................................................................
‘ Mass Media’
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1.7: Mass media, the most powerful and desired contrivances or ‘tools’ in the present communication system that are widely used in our society.It is as a whole, can be considered to be the best medium, dending upon which our society finds the way of advancement to explore the new world. We can not imagine any enhancement or progress in our target oriented life. It is assumed to be the secured and safe resort where we like to be involved with a view to earn or acquire many more of all about which we opt for. Mass media can generate enormous ideas and thoughts within us enabling to judge and or assess anything of round about with greater realization. It initiate us to take anykinds of action to be taken towards the social needs. It can shape or change our attitude by moulding our opinions in tergettive manners.Mass media is ‘mentor’ like of the society.It can motivate or influence the government’s decision, policy, action and programmes as taken towards national development and requirement. It remain as the ‘watch dogs’ to follow the ins and out of every event that can take place in our society. It highlight every matter in details demanding everybody’s participation to that needful matter to inspire or initiate a collective opinions.
Print Media: Starting with the ‘mass media’, print media should come as first to our consideration. It cover an extensive areas of printing world including books, newspapers, magazines or periodicals, brochures, pamphlats,newsletter,etc. Print media are considered to be very intimate and closer medium. Print medum is called a stable medium because its’ messasges or contents can be retained by the reders or users for a long period of time for further use in future. So why prind medium enjoy this priority of retainning messages predominantly. The readers have the ‘opportunity’ to be involved with the print medium always and at every desired moment. The users or reders can also enjoy this guarantee of ‘whimsical use’ as allowed by the print media.
Print media look at every corner of the social political, economic, sports, science and technology, crimes and investigations and so many other matters of the nation to provide necessary news informations to its’ readers or users to get updated. With the advent of new and advanced printing technology, print media have been appeared with greater attraction and appeal to the readers or users.Print media have been well prepared to resist the ‘ hard nut to crack’ competitions arisen from other mass medum like ‘Radio’ and ‘Television’.It deserve well respect from the readers enormously.
Electronic Media: Electronic media is playing a predominant role in covering a larger area to reach innumerous audiences by overcoming any geographic obstruction or boundry. Electronic media like radio, television including satellite and cable tv, film , are mainly repository of diverse enternments. Radio caters news, songs drama, live broadcasting on games and sports or any special event and so many other interesting programme to satisfy different classes of audiences. Radio programme is accessible by minimum affordable arrangements. A most ordinary transistor can privde different types of programme through its’ power to access or reception, staying at anywhere.
Television appears as hot-favourite and mostly aspired medium of mass media.Television commands the participation or involvement of a larger section of common people to its programme.Television caters a lot of programmes like news, cinema, serials or any other live programme like games and sports , ceremonial or any special eventual matter. Television has become the the most preferred and widely accepted medium for entertainment and amusement. The television networks have been expanding in the world to meet the avid demand considerably.With the aid of satellite or cable television, we have gained the opportunity to access various attractive programmes inter continentally.Modern television has generated a global relationship as well as the perception and recognization of different social elements through the accessibily of various multi-national programmes.
Film has its’own specific segment where rural audiences are predominantly involved to fulfill their needs for amusement and entertainment.With the advent of television (particularly, cable tv & satellite tv) audience craze and rush both towards film have been declined considerably. Film is still possessing unavoidal attraction partly carrying with its’ previous glamour to entertain so many viewers either from rural or urban.Though it is expensive medium at present,yet it inspire still many body.
1.8: Media Reach And Access: At present mass media have a larger coverage in the society involving an extensive area where an innumerous recipients or users are connected to enjoy their disseminated programmes through different channels mass communication. A large number of populations staying heither and thiether within the boundaries, where mass media can reach, have been getting the access to the catered message contents or programmes of the mass media. With the aid of necessary technical arrangements, mass media today can reach every nook and corner of our society as to provide their contents or programmes to a large extent to their consumers or users.So, media reach can be evaluated by the ability of disseminating various contents or programmes to what extent to its’ users or audiences Media reach Conversely, the access to the media, is the capacity or abilty of the media users or consumers to afford or bear to get exposed with the media. The both terms, ‘media reach’ and ‘media access’ are related withfew some factors like the ssocio- economic condition, transportation, geographic barriers and others. These factors can affect the different medi concerns in different manner depending upon the characteristics of concerned media.
Newspapers have been enjoying a considerable wide market in our country India.Though newspapers concerns have managed to involve a larger redership,yet is not optimum and needs to be increased more. In our country, still the readership exists at the lower propotion (18:1) as compared to the recommendation of ‘UNESCO’ which is 10:1, due to illiteracy and lack of purchase power of the people. In the case of magazines and periodicals,a very poor proportion of readership can be followed like newspaper.
Radiois is the most convenient medium of mass communication that has widest reach in our country and can be used any where respect to any geographic barrier.A transistor which is available within an affordable price,can provide so many programmes of variety and of interests at a lot.Financially weaker section may have access to to the radio programmes if they do keep both interests and emphasises.
Television is cosidered to have wider reach in our country by staying at the next position to the radio as compared to other channels of mass communication.It is expensive as well as capital investive as to access its’ programmes independently. It is still beyond the the availibilty or easy accessibility to the television that could have not been acquired by the large number of poor Indians. The people of the western countries do have enormous accessibility to this glamourous medium due to their sound fiscal abilites . Television, as being the most desired medium of mass communication,has influenced our lifestyle considerably. Television has induced us through its’ various catered programmes, in accepting as well as maintaining the sophisticated and luxurious life.
Film has embroadened its’ own world of fantacy and glamour throughabout the country. Film has also an enormous access toinvolve a major portion of populations to entertain them.After the emergence of television, the crazy and emphatic attitude of the film runners or viewers have been declined. Cable tv,has been providing so many interesting cinema pictures progammatically which has persisted or cut down a considerable portion of film viewers in going to cinema hall. It is comparably an expensive medium of mass communication. Despite the so many obstacles being faced by film medium, it has remaine the chief source of amusements and enjoyments before the many rural Indians .The rural viewers are usually to go to any township location to see any film, which is far away from the rural lacations i,e villages at least ten to twelve kilometers distance. The number of cinema halls are still insufficient to satisfy the vast populations of India.
We have followed so far, that the mass media have acquired the wider reach abilty to satisfy or meet the demands of vast populations of our country. But due to few compelling factors arisen within the consumers or users that do not enable them in accessing to the programmes or performances as delivered by the mass media. We could have not been able so far, to acieve the ,desired lavel for ‘accessibility to the mass media’ asit should be attended by the consumers or users of Indian.
1.9; Impact of communication: - Mass media has stormed and stirred our society that have inspired us to run in a momentum to move forward, being equipped with so many required informations and instructions as rendered by it. Staying at the age of the mass communication,we can enjoy ‘safe and secured’ life. It can motivate the people of the society by moulding their opinions to take necessary action or movement towards the decision, policy, plannings or programmes as undertaken by the government with a view to rectification. Mass media focuss their light on every corner of the society to drag or pick up many more untraceable events or facts, as to bring those to everyone’s notice or to be revealed widely with a view to generating awareness and consciousness among the unaware people of the sociery .Mass media cultivate scio-economic culture for the development of our society. It carry oit its responsibility by playing an important advisory role in the developmental programme of the society. Mass media direct or point out the government to motivate as well as the public to do what should be done in the period of war, flood, drought and other national disasters that take place or happen in the country. Mass media act as the guide, watcgdog , mentor and well wisher of the society.
Beside all the merits as mentioned above do possessed by the media, a lot of significant demerits in term of ‘negative effects’ that have evolved from the activities of mass media, could easily be identified us. Present messages/contents of mass media as delivered by them, do not conform to our socio-economic status that we belong to. Our ‘vision and mission’respect to our society, bot hhave been severely influenced by tha amalgamated western culture and lifestyle which have been profusely reflected as well as cultivated through various catered programmes in the mass media. Moreover filthy and provocative advertisements which are programmatically catered by the mass media concern, particularly by the television medium, are inflicting our moral values as well as social dignity. Mass media today, are avid too much in earing more revenues from commercial advertisement. So,they are somehow being ill- directed, manipulated and over all seduced by those revenue providers or contributors in disseminating or catering obnoxious advertisements. The lower age groups are much affected by such demoralised as well as inaccountable approach conducted by the mass madia.
Abridged version
Communication is an integral part of human life. Communication is a dynamic two way process through which two or as many more persons may be involved with a view to share and exchange their thoughts, ideas, informations, knowledge and entertainments as to achieve better standard of living with greater safety and security in their lives.Primary function of communication is to inform, educate, alert or advice the connected people with the concerned process of communication. In any successful communication we have seen that, source or sender initiates messages or contents with a view to deliver or distribute to the receiver or user through a certain channel or medium . ‘intrapersonel’, nterpersonal’, ‘group’ and ‘mass’, are the four fundamental types of communication that could be existed in any one of its’ form in the concerned process of communication.Mass media are widely spoken and adopted even also well accepted to procure advancement in our society.Although the mass media have wider ‘reach’ to our society,yet poor access to the mass media is experienced profoundly till the date.Beside the significant benefitsso far achieved by us from the mass media , the considerable negative effect that inflicted our society is undeniable.
1.1, Intrduction:- Communication is an integral part of our life.It is imparetive in enhancing our life.Since the beginning of our life what we see,speak,write,sing, make a call through telephone,even feel internally for something alone and gesturing also, all are the necessary activities by means of which communication can be held.Communication is essential through which one can share or exchange any idea, knowledge, thought, informations and entertainments with others for achieving better environment for living, satisfaction,security and upgradation in the lifestyle. Thus communication between two, three, and more other persons can be held.
Communication as we understand presently is originated from the west.It is considered so because new communication technology aided modern communication has acquired high degree of enhancement on it’s way
1.2, Defination.and Meaning:-: Communication means ‘Transfe and conveying of meaning’ (Oxford Dictionary). There are so many definations have been made by different scholars like ‘ one mind affecting another ( Claude Shannon), ‘sharing of experience on the basis of commonness’( William Shramm),but no such complete definition that can represent over all meaning of communication. It can be defined as the process of ‘the sharing and echange of ideas,thoughts,feelings,informations,knowledge and attitude between two or more persons through certain signs and symbols’. Communication is more than this definition.It is not static that moves in a single way. Conversely it can be said that communication is a dynamic two way process.In the communication process we can identify that someone is intending to share or exchange own thoughts or ideas and attitude with other. The person who wants to share such is called ‘sender’ who is at the starting end.The other who receives the same thought and ideas or knowledge from sender is called receiver who is at the last end of the process of communication. Here the shared materials like thoughts and ideas or knowledge is an important part of this process of communication can be called ‘message’.And this message is generally tranfered or transmitted through certain medium like,writing, speaking or picturising as to reach the receiver’s end. The medium can be denoted as ‘channel’.Channel is the required medium through which any message from the sender is made understandable to the receiver. Hence it is seen that, the sender is constantly trying to contact or send messages to the receiver through a certain process to make the message meaningful to the receiver.The objective of the sender is to get back a meaningful or relavant response from receiver of the sent or delivered messages.The response that made by the receiver after understanding the delivered message as sent by the sender is denoted by ‘feedback’.Feedback can confirm any process of communication to be successful.
1,3 , Functions of communication:- Communication performs enormous functions in many ways for the human, as to enhance the way of life as well as standard of living. Communication makes human possible to access to informations,educations,knowledge, and ideas to achieve better standard of living with ensured security and safeguard.Communication extends assistance to the human to procure an understandable environment that calls human in participation with their interactive parts or actions, where the human may avail the opportunity of udertaking any required decision as to gain the power of control over any possible adverse matter. Communication allows human to take part in debate or discussion in the community or in largely crowded meeting to share or exchange individual joint opinion respect to any vital or important issue or problem to reflect any probable or positive solution.Thus communication ensures the achievable goals or objectives of the society through different types of human cantact or relationships.
Communication,staying at the ‘hard core’ of the society, acts as the ‘connecting tool’ to enhance or extend the relationship within the society to inform, educate, persue, entertain,assert and satisfy as to enable human to do or perform in better manner in achieving the target or goal. It acts as the connector of the society and facilitates human to get in touch with diveresed social affairs.Communication generates opportunity for human to solve any combined problem of the society through debate and discussion.Face to face communication allows more clarity or tranparancy in the opinions made by the different members of the society as to reach at a consolidated inference towards any problem of the society.Communication makes human possible to be conscious and understood of many kinds of dealings happen in the society. It facilitates human by providing diversed informations as we require to satisfy our needs, to protect us, to integrate ourselves, after all to make us fit for any environment by both physically and psychologically as well. So, every pace of communication allows human something to acquire more than speculated for.
Now, we can consider communication which could be established through the emphatic desire or intention of linking or connecting from different receiving ends or points with the sorces. Once whenever, the connection is enforced between the receiving end or point with the source, communication starts to transmit or deliver informations, instructions, entertainments,knowledge, security alerts or any suggestion or advice and so on. The receiving end could be human, allied computers or any other technical arrangements, which could be benefited by using the message as sent by the source or sender.Communication propagates from the source through certain processes or ways being interlinked with different elements or important parts which are in action, to constitute a meaningful representation that initiates response from the receiverof the same after inter active part done duly.Any message does come back as the part of response from the receiver to the source or sender is denoted as ‘Feed back’ .Feed back
carries the successfulness of the communication process.
1.4, Communication Process & Elements :-, communication propagates involving a series of actions and reactions,as to achieve or fulfill the objectives. It starts from the sender after the delivered messages create by him. which could be certain symbols or signs,writings, voices, pictures or any other gestures or indications,are to be transmitted through various channels or means to get interpreted by the receiver.Without having properly interpreted or described by the receiver to give the messages a successful meaning, communication fails to achieve its’ target or objectives.Because,undescribed or uninterpreted messages by the receiver, can not ultimately generate any properly reaction or response that could be transmitted back or returned to the sender in fulfilling the objectives or goal of the communication as innitiated by the sender.Any successful communication almost and always, depends upon the relevant rections or responses extracted from the receiver to the messages as sent by the sender. Communication process and its’ flow can be represented by this diagram as follows:
Encoder Decoder
Sender>>>>>..Message>>>>>..Channel>>>>Recever
Decoder Encoder
It is oftenly followed in the process of communication that, external disturbances either technically or physically that could influence or tamper the message or channel to bring considerable interruption in instantenious flow of the communication.This part of disturbances can be remarked to be ‘noise’ as a whole. The noise may be evolved from any technical fault or failurement of the arrangements (channel) through which the messages are disseminated or delivered to the receiving end i,e. receiver. Practically the message is affected by such disturbances or noise and does not come with most meaningful manner either to receiver or to sender anyway to establish a result-oriented or successful communication . Noise can take an interceptive part in the process of communication .Noise does not allow to set up any effective relationship between receving end and the source as well.
Now we see that for the establishment of any successful communication, the source or sender should have targetive and meaningful message that is to be disseminated properly through undisturbed channel or medium to maintain an instantaneous flow of message as to be accessible by the receiving end i,e receiver.
1.5 Elements of Communication . Communication involves few important parts or elements in its’ process.They are as follows:
Source or Sender: Source is the repository of messages or informations from where informations are collected and gathered by sender who is also can be designated as communicator, after giving proper shape with meaning expression to the distributable messages that could be pertinently sent to the receiving end or receiver in the acceptable from. The selected messages or informations are disseminated or delivered in the interpretable for manner by the sender or communicator to the receiving end or receiver with some target or objective. Source or sender is constantly engaged in supplying informations with a view to be accepeted by the receiver for its’ required uses.Sender possessesand holds various news or informations as collected from different sources as to turn these into meaningful messages for its’ distribution further to the different users categorically. Every msseage may not be needful to every user or receiver.The receiver accept any message or information respect to its need or preference to serve its’ own purpose. Basically communicator needs to have ‘communication skill’ by means of which the communicator can motivate or run the entire process of communication successfully and satisfactorily as well.
A ‘communicator’ could be existed as a good speaker,a good writer, a good viewable performer through its’ gestures,caricatchers,dances,dramas or any other creative activities as to serve the diverse purposes of different users or receievers by calling or appealing their participation into that process of communication. So communicating skill is an indispensable criteria of communicator that enables him/her to make the users or receivers to be involved in the communication process in attractive manner.Communication skillor ability of the communicator, ensures greater involvement and participation of the recipients or users in that particular process of communication which can signy the successfulness and best achievement of tht part. In the proce ss of communication we follow that, a communicator or sender acts as ‘driver’,who drives the vehicle like ‘communication’ carrying the different kinds products (messages) through selected channel (way or means) as to distribute or deliver to the receivers or users (destination). The important elements or ingredients of communication can be described as follows;
Encoding: Informations or messages available from the sources,are raw in character and are not properly described to be appeared as meaningful to the recipients or users. Practically it is experienced, that the immediately available informations from the sources are always neither presentable nor apprehensible to the receiver or user.Encoding is such part of activity performed by the communicator or sender who intends to deliver any informations to the receiver after processing the collected informations with his inter active instinct and competency. Sender try to give shape with outlook and necessary get up to the availed nformations with a view to to be appeared as readable, audible or viewable to users or receivers of it. So encoding is the act of creating any message in the meaningful form or shape. It is the process of converting any raw informations into meaningful message for further representation. The part eof ncoding is generally commited by the sender.
Message : Message is the central part of the communication. Message must be simple and easily understandable. Illeligible message can bring interruption in the process of communication . So, it needs greater care and attention in preparing or creating any message which is presentable to the receiver or user. Inapprehensible message can produce disgust and disinterest within the receiver. Any message that can initiate action and reaction in receiver’s mind and moulds his/her attitude which ultimately inspire the receiver to be involved in that system as to be a part of that communication. A message with it’s power of appealing and persuation can command the the presence and participation of the rceiver or user either actively or in the passive manner in that system of communication. It is to be remembered that the distributable or sending message should be viable and useful to the receiver as to bring the success of the communication.Good message can arouse the ‘attitude of responding’ within the receiver or the user of the same.
Channel is the devise through which different types of messages are transmitted to the recipients or receivers conveniently. Channel is the means or way, by means of which the act of communication can successfully be performed. So, the selection of ‘channel’ is an important factor asto considered by the sender as if, any interruption of message flow smoothly and higher cost could be avoided. Proper selection of channel is so indispensable that lead to perform the act of message dissemination in best manner to a larger section of the society people. Channel comprises of signs and symbol, ,gestures, picture,writings, mass media like print ,radio and television,folk dances,films and advertisement. It is frequently seen that, the improper use of channel or medium for catering theintended messages could not come to the receivers or users as effective. Because, the channel used is at at variance with the socio-economic condition, literacy,culture and interests involved with the community where such communication is targeted.Appropriete selction of channel has to be introduced for successful communication.
Decoding: This activity is the part of receiver or user after having the messages have been delivered by the sender to him or her with a view to be communicated. The receiver after getting the message tries to understand to his/her best realization to respond this acceptance of the same. The receiver or user usually exhibit his/her reaction to the sent or delivered messages. Decoding is the activised property of receiver or user that starts with the receiving of the messages through the channel as sent by the encoder or sender.Here decoder is receiver who receives or accepts the sent messages from the senders as to interpret the messages in meaningful manner. The receiver with its’ own realization power gets prepared to decode the delivered messages as sent by the seder.
Feedback: It is the part of actions and reactions that occurs within the receiver. Any message has the power to influence or stimulate human being. The message which comes to receiver in meaningful manner must be stiringr and will generate the attitude to respond to the sent message.Meaningful messages have the power to produce some behavioural change within the receiver by moulding his/her ideas or thoughts that ultimately activise the receiver to respond sensibly to the sender. This response or answere to the seder’s message is denoted as ‘feedback’.Feedback claims the achievement effect or successfulness of whole efforts involved in the process of the communication. It is very clear that without of any response from the receiving end,communication can not enhance further satisfactorily due to interests lost by the source or sender. Feedback facilitates accords the continuation of communication smoothly
Now we can conclude having this idea that,to achieve desired effect in the process of communication , a very good combination with the involved elements is essential.
1.6 : The types of communication :- It is experienced so far that communication is occupied with our life as well as with the society essentially. We involve ourselves in the act communication appearing as, in different manners or types. All the types are individually possessing unique charractertics distinctively. The types of communication are as follows:
(A) Intrapersonel Communication: It is known as self communication and is held within us individually. Such communication is evolved like singing,writing a poem,dacing,reciting even thinking selfly alone. It is single or one way communication where individual performances are involved.In this type of communication, tha part of ‘share and exchange’ both do not happen as held in the other types of communication.This type of communication has no continuous flow of messagesas neither to receive nor to respond it, this communication does not hold good and appeared to ineffective. Intrapersonel communication can not fulfill the the basic criteria of communication,so it fails to achieve the objective or goal of the communication.
(B) Interpersonel Communication:- This type of communication usually happens between two persons where share and exchange of ideas,thoughts,informations and others’, are possible. Again such communication can be occurred between two computers or a person with a comuter to share and exchange necessary ideas ,thoughts,informations and other inter-active parts of activity. Interpersonal communication is very strong and effective because it is held either by face to face approach or in a close up environment. Interpersonal communication deserves to be the most successful communication as compared to other types of communication, is largely manipulated by the the generated emotion,trust or reliance that take place between the two human beings. Human can not deny or avoid another human’s appeal or approach even any prior intimation or recognition does not exist. Similarly a letter correspondence, a telephonic contact or video link between the two humans can ensure most effective result to establish compact as well as successful communication .
(C) Group Communication:- More than two people being associated or assembled with a view to share or exchange their views or thoughts and ideas among them can form ‘group communication’. Group communication can be held as group meeting respect to any social problem, group discussion on any controversial issue, meet in the club, playing accordedly etc in other manners.Multi opinions are extracted from different participants or members of the group that help or lead to establish a standpoint on any important matter or controversial issue. Such communication can afford analisis in details, highlighting the vital issue to achieve the possible solution for any social problem. But the necessary dicision can oftenly not be taken satisfactorily due to lack of convergence of opinions as triggered by the involved memberes of that group. So,this type of communication is considered to be instable as well as ineffective. As controversy remains actively in any part of discussion on any important issue, consolidated drive or steps are oftenly barred. Not only in the same group, such controversy may arise from different groups of the concerned society to manipulate or persist the dicision as to make it null and void.
(D) Mass Communication:- In this type of communication, a large number of receiving ends or users are involved, who are existing at different spots or places beinginvolved or present at the ‘Real Time’ (in the case of electronic media like Radio and Television) as to access or receive the contents or programmes from the sender i,e. mass media. Mass communication is an well organized mechanical process by means of which ‘messages’ are distributed or transmitted in multiple manner as to reach out many more receivers or users who are involved in that process of communication.Here all the receivers or users are called ‘auduence’customarily. Organization like Film, newspaper, radio and television through their strategically equipped arrangements, make possible such extensively larger participation or involvement of audience in their process of communication . Audience are generally scattered profusely in the targeted areas as stipulated or arranged by the mass media organization for communication . In this types of communication, the vast audience, who are linked with this communication, however may not have any prior recognition or relationship in between them. It is the unique characteristic of mass communication that commands greater importance ,dependence, and regard or respect from the people of the society.
Beside the mass media, mass communication may be held through folk songs, folk dances, drama, puppetrty meeting,convention etc, where a large a large number of people are involved at the same time by staying at the same place accept or receive the ‘messages evolved from the respective source or programme. Mass communication enjoys predimant role in the society in moulding public opinion at large.The responses or reactions from the receiving ends i.e. audience, come back to the sources or senders very slowly and differently. Different people will carry different types of ‘opinion’ or comment. These opinions or comments as a whole denoted ‘feedback’. Feedback is the result of media and is measured by different organization in different manner. In any newspaper concern it is evaluated by the number of newspapers sold to its’readers. Again in any electronic media like radio and television, the feedback is assessed by the numbers of listeners’ or viewers’ are engaged or involved in a particular programme in the real time. Even the numbers of telephone calls received by any radio or television organization could be the way of evaluating the feedback of the respective concern.
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‘ Mass Media’
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1.7: Mass media, the most powerful and desired contrivances or ‘tools’ in the present communication system that are widely used in our society.It is as a whole, can be considered to be the best medium, dending upon which our society finds the way of advancement to explore the new world. We can not imagine any enhancement or progress in our target oriented life. It is assumed to be the secured and safe resort where we like to be involved with a view to earn or acquire many more of all about which we opt for. Mass media can generate enormous ideas and thoughts within us enabling to judge and or assess anything of round about with greater realization. It initiate us to take anykinds of action to be taken towards the social needs. It can shape or change our attitude by moulding our opinions in tergettive manners.Mass media is ‘mentor’ like of the society.It can motivate or influence the government’s decision, policy, action and programmes as taken towards national development and requirement. It remain as the ‘watch dogs’ to follow the ins and out of every event that can take place in our society. It highlight every matter in details demanding everybody’s participation to that needful matter to inspire or initiate a collective opinions.
Print Media: Starting with the ‘mass media’, print media should come as first to our consideration. It cover an extensive areas of printing world including books, newspapers, magazines or periodicals, brochures, pamphlats,newsletter,etc. Print media are considered to be very intimate and closer medium. Print medum is called a stable medium because its’ messasges or contents can be retained by the reders or users for a long period of time for further use in future. So why prind medium enjoy this priority of retainning messages predominantly. The readers have the ‘opportunity’ to be involved with the print medium always and at every desired moment. The users or reders can also enjoy this guarantee of ‘whimsical use’ as allowed by the print media.
Print media look at every corner of the social political, economic, sports, science and technology, crimes and investigations and so many other matters of the nation to provide necessary news informations to its’ readers or users to get updated. With the advent of new and advanced printing technology, print media have been appeared with greater attraction and appeal to the readers or users.Print media have been well prepared to resist the ‘ hard nut to crack’ competitions arisen from other mass medum like ‘Radio’ and ‘Television’.It deserve well respect from the readers enormously.
Electronic Media: Electronic media is playing a predominant role in covering a larger area to reach innumerous audiences by overcoming any geographic obstruction or boundry. Electronic media like radio, television including satellite and cable tv, film , are mainly repository of diverse enternments. Radio caters news, songs drama, live broadcasting on games and sports or any special event and so many other interesting programme to satisfy different classes of audiences. Radio programme is accessible by minimum affordable arrangements. A most ordinary transistor can privde different types of programme through its’ power to access or reception, staying at anywhere.
Television appears as hot-favourite and mostly aspired medium of mass media.Television commands the participation or involvement of a larger section of common people to its programme.Television caters a lot of programmes like news, cinema, serials or any other live programme like games and sports , ceremonial or any special eventual matter. Television has become the the most preferred and widely accepted medium for entertainment and amusement. The television networks have been expanding in the world to meet the avid demand considerably.With the aid of satellite or cable television, we have gained the opportunity to access various attractive programmes inter continentally.Modern television has generated a global relationship as well as the perception and recognization of different social elements through the accessibily of various multi-national programmes.
Film has its’own specific segment where rural audiences are predominantly involved to fulfill their needs for amusement and entertainment.With the advent of television (particularly, cable tv & satellite tv) audience craze and rush both towards film have been declined considerably. Film is still possessing unavoidal attraction partly carrying with its’ previous glamour to entertain so many viewers either from rural or urban.Though it is expensive medium at present,yet it inspire still many body.
1.8: Media Reach And Access: At present mass media have a larger coverage in the society involving an extensive area where an innumerous recipients or users are connected to enjoy their disseminated programmes through different channels mass communication. A large number of populations staying heither and thiether within the boundaries, where mass media can reach, have been getting the access to the catered message contents or programmes of the mass media. With the aid of necessary technical arrangements, mass media today can reach every nook and corner of our society as to provide their contents or programmes to a large extent to their consumers or users.So, media reach can be evaluated by the ability of disseminating various contents or programmes to what extent to its’ users or audiences Media reach Conversely, the access to the media, is the capacity or abilty of the media users or consumers to afford or bear to get exposed with the media. The both terms, ‘media reach’ and ‘media access’ are related withfew some factors like the ssocio- economic condition, transportation, geographic barriers and others. These factors can affect the different medi concerns in different manner depending upon the characteristics of concerned media.
Newspapers have been enjoying a considerable wide market in our country India.Though newspapers concerns have managed to involve a larger redership,yet is not optimum and needs to be increased more. In our country, still the readership exists at the lower propotion (18:1) as compared to the recommendation of ‘UNESCO’ which is 10:1, due to illiteracy and lack of purchase power of the people. In the case of magazines and periodicals,a very poor proportion of readership can be followed like newspaper.
Radiois is the most convenient medium of mass communication that has widest reach in our country and can be used any where respect to any geographic barrier.A transistor which is available within an affordable price,can provide so many programmes of variety and of interests at a lot.Financially weaker section may have access to to the radio programmes if they do keep both interests and emphasises.
Television is cosidered to have wider reach in our country by staying at the next position to the radio as compared to other channels of mass communication.It is expensive as well as capital investive as to access its’ programmes independently. It is still beyond the the availibilty or easy accessibility to the television that could have not been acquired by the large number of poor Indians. The people of the western countries do have enormous accessibility to this glamourous medium due to their sound fiscal abilites . Television, as being the most desired medium of mass communication,has influenced our lifestyle considerably. Television has induced us through its’ various catered programmes, in accepting as well as maintaining the sophisticated and luxurious life.
Film has embroadened its’ own world of fantacy and glamour throughabout the country. Film has also an enormous access toinvolve a major portion of populations to entertain them.After the emergence of television, the crazy and emphatic attitude of the film runners or viewers have been declined. Cable tv,has been providing so many interesting cinema pictures progammatically which has persisted or cut down a considerable portion of film viewers in going to cinema hall. It is comparably an expensive medium of mass communication. Despite the so many obstacles being faced by film medium, it has remaine the chief source of amusements and enjoyments before the many rural Indians .The rural viewers are usually to go to any township location to see any film, which is far away from the rural lacations i,e villages at least ten to twelve kilometers distance. The number of cinema halls are still insufficient to satisfy the vast populations of India.
We have followed so far, that the mass media have acquired the wider reach abilty to satisfy or meet the demands of vast populations of our country. But due to few compelling factors arisen within the consumers or users that do not enable them in accessing to the programmes or performances as delivered by the mass media. We could have not been able so far, to acieve the ,desired lavel for ‘accessibility to the mass media’ asit should be attended by the consumers or users of Indian.
1.9; Impact of communication: - Mass media has stormed and stirred our society that have inspired us to run in a momentum to move forward, being equipped with so many required informations and instructions as rendered by it. Staying at the age of the mass communication,we can enjoy ‘safe and secured’ life. It can motivate the people of the society by moulding their opinions to take necessary action or movement towards the decision, policy, plannings or programmes as undertaken by the government with a view to rectification. Mass media focuss their light on every corner of the society to drag or pick up many more untraceable events or facts, as to bring those to everyone’s notice or to be revealed widely with a view to generating awareness and consciousness among the unaware people of the sociery .Mass media cultivate scio-economic culture for the development of our society. It carry oit its responsibility by playing an important advisory role in the developmental programme of the society. Mass media direct or point out the government to motivate as well as the public to do what should be done in the period of war, flood, drought and other national disasters that take place or happen in the country. Mass media act as the guide, watcgdog , mentor and well wisher of the society.
Beside all the merits as mentioned above do possessed by the media, a lot of significant demerits in term of ‘negative effects’ that have evolved from the activities of mass media, could easily be identified us. Present messages/contents of mass media as delivered by them, do not conform to our socio-economic status that we belong to. Our ‘vision and mission’respect to our society, bot hhave been severely influenced by tha amalgamated western culture and lifestyle which have been profusely reflected as well as cultivated through various catered programmes in the mass media. Moreover filthy and provocative advertisements which are programmatically catered by the mass media concern, particularly by the television medium, are inflicting our moral values as well as social dignity. Mass media today, are avid too much in earing more revenues from commercial advertisement. So,they are somehow being ill- directed, manipulated and over all seduced by those revenue providers or contributors in disseminating or catering obnoxious advertisements. The lower age groups are much affected by such demoralised as well as inaccountable approach conducted by the mass madia.
Abridged version
Communication is an integral part of human life. Communication is a dynamic two way process through which two or as many more persons may be involved with a view to share and exchange their thoughts, ideas, informations, knowledge and entertainments as to achieve better standard of living with greater safety and security in their lives.Primary function of communication is to inform, educate, alert or advice the connected people with the concerned process of communication. In any successful communication we have seen that, source or sender initiates messages or contents with a view to deliver or distribute to the receiver or user through a certain channel or medium . ‘intrapersonel’, nterpersonal’, ‘group’ and ‘mass’, are the four fundamental types of communication that could be existed in any one of its’ form in the concerned process of communication.Mass media are widely spoken and adopted even also well accepted to procure advancement in our society.Although the mass media have wider ‘reach’ to our society,yet poor access to the mass media is experienced profoundly till the date.Beside the significant benefitsso far achieved by us from the mass media , the considerable negative effect that inflicted our society is undeniable.
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