The Communication Process

The goal of communication is to convey information—and the understanding of that

information—from one person or group to another person or group. This
communication process is divided into three basic components: A sender transmits a
message through a channel to the receiver. (Figure shows a more elaborate model.)
The sender first develops an idea, which is composed into a message and then
transmitted to the other party, who interprets the message and receives meaning.
Information theorists have added somewhat more complicated language.
Developing a message is known as encoding. Interpreting the message is referred to
as decoding.

The other important feature is the feedback cycle. When two people interact,
communication is rarely one‐way only. When a person receives a message, she
responds to it by giving a reply. The feedback cycle is the same as the sender‐
receiver feedback noted in Figure . Otherwise, the sender can't know whether the
other parties properly interpreted the message or how they reacted to it. Feedback
is especially significant in management because a supervisor has to know how
subordinates respond to directives and plans. The manager also needs to know how
work is progressing and how employees feel about the general work situation.

The critical factor in measuring the effectiveness of communication is common

understanding. Understanding exists when all parties involved have a mutual
agreement as to not only the information, but also the meaning of the information.
Effective communication, therefore, occurs when the intended message of the
sender and the interpreted message of the receiver are one and the same. Although
this should be the goal in any communication, it is not always achieved.

The most efficient communication occurs at a minimum cost in terms of resources

expended. Time, in particular, is an important resource in the communication
process. For example, it would be virtually impossible for an instructor to take the
time to communicate individually with each student in a class about every specific
topic covered. Even if it were possible, it would be costly. This is why managers
often leave voice mail messages and interact by e‐mail rather than visit their
subordinates personally.

However, efficient time‐saving communications are not always effective. A low‐cost

approach such as an e‐mail note to a distribution list may save time, but it does not
always result in everyone getting the same meaning from the message. Without
opportunities to ask questions and clarify the message, erroneous interpretations
are possible. In addition to a poor choice of communication method, other barriers
to effective communication include noise and other physical distractions, language
problems, and failure to recognize nonverbal signals.

Sometimes communication is effective, but not efficient. A work team leader visiting
each team member individually to explain a new change in procedures may
guarantee that everyone truly understands the change, but this method may be very
costly on the leader's time. A team meeting would be more efficient. In these and
other ways, potential tradeoffs between effectiveness and efficiency occur.

Goals of Communication
 Engage – Get their attention
 Entertain – Hold their attention
 Inform – Give the required information
 Persuade – Make them remember the message
 Call to Action – Make them act on it
For ex. 1.
 Engage – Get their attention – A sharp headline
 Entertain/Interest – Hold their attention – interesting sub headline
 Inform – Give the required information – Layout gives them the basic info
 Persuade – Make them remember the message - All of the above makes them
read
 Call to Action – Make them act on it – Makes their opinion
For ex. 2
 Engage – Get their attention – An engaging poster/title
 Entertain/Interest – Hold their attention – Engaging teaser/trailer
 Inform – Give the required information – release date/cities
 Persuade – Make them remember the message – Get them to make plans
 Call to Action – Make them act on it – Invited them to the nearest theatre

Advertising as a tool of communication

Advertising is a form of mass communication with the public. It is usually one sided
i.e. from the company to the buyer/potential user of the product. It is a form of
communication that typically attempts to persuade the potential customers to
 purchase or consume more of a particular brand of product/services. As rightly
defined by Bovee, "Advertising is the non-personal communication of information
usually paid for and usually persuasive in nature about products, services or ideas
by identified sponsors through the various media."

Advertising an important tool of communication is use to promote commercial

goods and services, it can also be used to inform, educate and motivate the public
about non-commercial issues such as AIDS, Don't drink and drive, Polio, Save water,
electricity, animals and trees etc. "Advertising justifies its existence when used in
the public interest - it is much too powerful tool to use solely for commercial
purposes." - Attributed to Howard Gossage by David Ogilvy.

Advertising is most effective with products that can be differentiated from similar
products based on consumer accepted quality difference. Tom Egelhoff has
classified advertising in 6 types, i.e. for company image, name brands, advertising
service instead of a product, business-to-business advertising, co-op advertising and
public service advertising. Television, Radio, Cinema, Magazine, Journal, Newspaper,
Video Game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting are the
different mediums used to deliver the message. The companies choose the method
according to the cost, budget, target audiences and their response. However, word
of mouth advertising/ personal recommendations is an unpaid form of advertising
which can provide good exposure at minimum cost.

Radio as a powerful medium of communication

Despite the rise in social media and the emergence of the digital age, radio still
remains one of the most powerful communication tools of the 21st century. Radio
still holds a strong presence as a communication channel, especially in developing
countries.

Here are some considerations about the use of radio:

 In nations where Internet and electricity are limited, radio is the strongest medium
for connecting isolated communities.
 Radio is still the dominant mass-medium in Africa, reaching further than
newspapers and television, both in terms of audience numbers and geographical
reach.
 Radio can be used as a platform for linkage and exchange between policy makers,
government bodies, communities and researchers.
 Effective radio broadcasters must work alongside the diversity of the countries in
which they operate, embracing local language and different concepts.
 There are potential benefits of linking radio with other forms of media such as the
Internet and mobile phones.
 Radio has the ability to raise awareness and stimulate social change amongst the
target audience.

Cinema for mass communication

Film is a means of creative expression. It performs the functions of mass media.
Such as information, education, entertainment and transmission of culture. Films
are widely popular and their audio visual nature provides them a pervasive power
for social influence.

Therefore, they have the potential to play an important role as a medium of

entertainment, information and education and as a catalyst for social change. Films
are popular because they entertain.

They are a facet of a mass culture and mass art. They generate mass mediated
culture arising from elite, folk, popular or mass origins.

Almost every person of the society has participated in the activity of going to cinema
hall and enjoying a film. According to Jovett and Linton, “obviously there is still
something unique and inherently appealing about going to the movies”, and this is
clearly different from other mass media experiences”. (1989: 89).

The social institution of movie going is firmly established in our society and movies
have played an important part as one of the factors contributing to the dramatic
changes which have taken place in the last 50 years in the way we live and also in
how we perceive the world around us.

They have provided us not only with entertainment, but also with ideas, and it
would be difficult to conceive of our society without them.

The films take as their starting point those aspects of society with which we have
become familiar. They create twist plots and use other narrative devices which
infuse the story with sufficient new elements to attract an audience.

Films draw heavily from reality, portraying situations that have resemblance to the
everyday stresses and aspirations of viewers’ lives. The movies recognize the link
between their lives and films in both general and specific terms.

The ease of comprehension helps the viewer to assume the role of the characters
and to identify with them quickly and effectively. Films appeal to their primary
emotions and sentiments. Films provide photographic realism, vivid visual
presentation in which the images are already fully established, easily identified and
followed.

Melodrama in films draws suppressed fears and desires into a public realm, but
suggests personal solutions. The viewers are active participants in the construction
of the image that both represents present reality and allows them to escape as
future fantasy.

Tudar (1969), pointed out that the darkened theatre, combined with the heightened
intensity of the message stimuli, the increased sense of social isolation that it
creates, and the relaxed posture of the movie viewer make the message more
emotionally potent.

Thus, films leave lasting impression of the message. For example, films like Mother
India, Naya Duar, Awara have their message still fresh in the minds of the people.

The films generate popular culture and create ‘culture waves. Such as in fashions
styles and mannerisms. Moreover, by revolving the film stories and characters
around the traditional ideas and role stereotypes, they foster the role stereotypes in
the society in general.

Some of the films like ‘Bhigi Palkein,’ ‘Subah’, ‘Mrutyudand’ did try to show breaking
role stereotypes and they were successful in conveying the message.

Roberge (1984) feels, “while cinema is acknowledged as a disseminator of popular

culture, it is not described as, a “cultivator” but simply a ‘disseminator’ of culture.
The contributory role of the cinema in cultivating and shaping culture is not
acknowledged and it is perceived as a mere instrument or channel”.

Through characterization, demonstration and depiction of scenes and situations, it

can even directly help to sell the concepts and norms of national or emotional
integration,, dignity of labour, the bare-foot doctor or engineer, an understanding
spouse and the pulls of extra-marital relations.

They can stimulate values of good life and citizenship as also participatory virtues of
developmental activities.

Each genera of film is capable of creating impact on the masses. For example,
comedy and hilarious movies entertain people and relax them. Social or tragic
movies provide outlet to the emotions of the viewers.

India has a history of hundred years of cinema. Indian films have been recognized
nationally and internationally. Films in India have not only remained the medium of
entertainment but film making has emerged as a major art form which is a creative
expression of the film makers or artists.

The impact of digital media on individuals, organizations and society

The greater use of digital media today is changing people’s everyday lives and the
way they connect and collaborate in the broader societal context, at work and in
civil society. This project’s research into five countries from different regions
concludes that this is a global phenomenon. Much of the impact of this heightened
use is beneficial to both individuals and society. Digital media has empowered
people so that they no longer are passive bystanders or recipients in the
transformations wrought by the digital revolution, but are actively shaping digital
media and its meaning for society.

The benefits to both individuals and society of increased digital media usage
include the following:

 Assists social interaction and empowers individuals, connecting the like-

minded across vast distances, as well as connecting those usually separated by
social, economic, cultural, political, religious and ideological boundaries For eg:
Spoken poetry groups, unite people for various causes like NRC, Kashmir issues
  Offers the means to increase civic participation and facilitates the creation
of communities with a common interest or cause. For eg/; Save Aarey Campaign

 Facilitates education and life-long learning for social awareness. For eg. Issues
on body positivity, racism, LGBTQ community.

 Can be used with harmful intentions to spread propaganda and mobilize

followers

 Influences human decision making as a result of content filtering mechanisms

that can target specific information to certain people with potentially
discriminatory effects. This can happen through information sharing or
manipulation of information, for example, during an electoral process (“digital
gerrymandering”) like fake news.

 Potential for near term inequality due to the disruptions in society

 Changes in social skills and sense of empathy as children and adults spend
more time online. Facilitates bullying, harassment and social defamation,
reflecting threats and patterns seen in the offline world

 May impact mental and physical health if screen time is excessive. The harm
includes stress, greater vulnerability to addictive behaviour, and less time spent
in physical activity. Can pose health and developmental risks for young
children if usage is not monitored

Impact of journalism
Journalism faces an existential threat as a result of the digital revolution. In developed
countries, nearly 2000 jobs in journalism have been lost from traditional news media
organisations as the advertising revenue that supports journalism flows away to online
platforms.

At the same time, online news platforms have neither the resources nor expertise to take
up the work that the traditional media are relied upon to do. What is at stake for
democratic societies in this state of affairs?
An essential step in answering that question is to assess the impact of journalism on civic
life. What is it that journalism brings to civic life? What is at risk?
The functions journalism is expected to perform in democratic societies have been
established and recognised for at least 70 years:

 to keep the public up to date with what is going on in the world

 to provide the public with reliable information on which they may base choices as
participants in political, economic and social life
 to provide a forum for the exchange of ideas and opinions, to be a watchdog on those in
power
 to help societies understand themselves
 to provide the material upon which members of a society can base a common
conversation

These functions all contribute to the working of capitalist democracies.

It is one thing to list them, however, and another to test whether and how journalism
discharges them. Only by doing that will it be possible to assess what really is at stake for
society if journalism becomes attenuated.

Kindly note:
 Study all the mediums carefully. According to your preference keep the
best & worst examples from each medium ready.
 Study all the examples that we have covered in class.