BBA N 202 UNIT I

Communication occurs wherever life exits.

Meaning of communication
The word communication is derived from the Latin word communico which means To share. It is the act of sharing thought, opinion, and ideas. It is the two-way process 1. Speaker 2. Listener

Definition of communication:
The process of creating and exchanging meaning

through symbolic interaction.

As a process communication constantly moves and

changes. It does not stand still. Meaning involves thoughts, ideas, and understandings shared by communicators. Symbolic means that we rely on words and nonverbal behaviors to communicate meaning and feelings.

Objectives of communication
Communication can be used for following objectives 1. Information 2. Advice 3. Order 4. Suggestion 5. Persuasion 6. Education 7. Warning 8. Motivation 9. Counseling 10 .Morale boosting

1. Information
One of the important objectives of communication is passing or receiving information about a particular fact. If large groups have to be informed, a meeting may be called.

2. Advice
Advice is a kind of information. It means opinion given as to the action to be taken. Advice should be related to a specific piece of work.

3.0rder
Order is an authoritative communication. It should be clear and complete. Its execution should be possible.

4. Suggestion
Suggestion means proposing something for acceptance or rejection. Subordinates normally give suggestion.

5. Persuasion
Promoting a person to act mostly in a positive way is known as persuasion. Persuasion is an important objective of communication.

6. Education
Education involves imparting instruction, character, building, enriching mental faculties, giving training to human being etc. it aims the knowledge and improving skills.

7. Warning
Warning is forceful means of communication. It gives

oral or written. Example; no smoking, beware of dogs, dangers.

8. Motivation
Interest ion job in the minds of employees is known as motivation. A motivated worker does not need much supervision.

9. Counseling
Counseling is objective and impersonal, whereas advice is a personal touch. Counseling is almost professional, whereas advice is not so.

10. Morale boosting

It refers to team spirit and co-operation of people for a common purpose. If the workers are highly motivated, morale is also said to be high.

Forms of communication
we can examine the communication process by dividing it into different forms of exchanging messages. Verbal Non verbal

Verbal
All the messages said or written in words make part of

the verbal communication. This way, all that appears as text in books, magazines and newspapers is part of verbal communication. Likewise, all the words heard on radio, television, telephone or any other public address system are also part of verbal communication.

Non verbal
Part of human communication involving other than written or spoken words is referred to as non verbal communication. Senses Symbols, signs Combination

Senses
It involves human senses sight, taste, touch, hearing

and smelling. As a matter of fact about 90 per cent communication among human beings takes place through their senses and the rest by the use of words as languages.

Symbols, signs
Emblems, gestures, symbols and signs make more vivid and strong communication as compared to words which are often difficult to decipher. For instance making a victory sign by politicians, army generals, sportspersons and leaders in general at the time of defeating enemy is easily understood even by the illiterate. If the same feeling is expressed in words, many may not come even close to understanding what it is. The traffic signals, red-cross mark and the symbol of dove are but few illustrations to make people around understand what a message stands far.

Combination
For practical purposes, however, the use of verbal and non

verbal makes a very strong piece of communication. One may see a match on TV but an enthusiast commentator may relish the joy if your favorite team is winning the game. Similarly, feature films, documentaries and dramas on mini screen stand for more effective pieces of communication than if only one for of communication is brought into use. Even the newspapers and magazines, which are more to bank on verbal communication, carry so much of non verbal communication in the form of images, graphics and maps.

The Communication Process

Sender: The sender is the person who transmits a message. He is the communicator and is one who gets the entire process of communication started. He wants to get his opinions, ideas, facts, thoughts or information to the receiver.

Message: A message is the actual information that has to be conveyed. Communication is unthinkable without a message. Message can broadly divided into verbal and non-verbal. The message must be clear, complete, unambiguous and courteous.
Encoding: The process of converting thoughts into suitable words, charts, symbols or any other forms in which they can be understood by the receiver is called encoding. Channel: The communication is achieved through a channel. This channel can be vocal, letter, email, fax, telephone or memos, reports, bulletins, posters and manuals. Receiver: The person who receives the message, decodes it and understand it or attaches some meaning to it is receiver. Decoding: The process of understanding the message of the sender by receiver in any channels. Feedback: The return of communication from the receiver to the sender is known as feedback.

The Communication Process

Sender
Channel
Noise Encoding

Message
Barrier

Feedback
Decoding

Channel Receiver

Different Communication Models

Shannon's Model
Berlo's Model Schramm's Model

Shannon's Model:
One of the earliest models of communication that

introduced was Claude Shannon's model. This was introduced in 1948.

Following is a simple illustration of this model.

Shannon's Model:

Continue.

The diagram above clearly illustrates how communication takes

place, and also helps one to determine what could go wrong. In Shannon's model, the information source typically refers to a person, who then sends a message with the use of a transmitter. This transmitter could be any instrument today, from phones to computers and other devices. The signals that are sent and received can be vary depending on the method of communication. The box at the bottom called NOISE refers to any signals that may interfere with the message being carried. This again would depend on the method of communication. The receiver is the instrument or the person on the other side that receives the. This model is the simplest models to understand the workings of the communication process.

Shannon's Model:

Berlo's Model:
Another famous communication model is Berlo's model. In

this model, he stresses on the relationship between the person sending the message and the receiver. According to this model, for the message to be properly encoded and decoded, the communication skills of both the source and the receiver should be at best. The communication will be at its best only if the two points are skilled. Berlo's model has four main components and each component has its own sub components describing the assisting factors for each. Following is the illustration of this model.

Berlo's Model:

Schramm's Model:
Schramm on the other hand, emphasized in 1954 that both the

sender and the receiver take turns playing the role of the encoder and the decoder when it comes to communication. The following diagram illustrates the model proposed by Schramm. These models have been followed by various other models such as the 'Helical' model, Aristotle's models and several other models. You should always keep in mind that each of these models has both their advantages and disadvantages. While some communication models try to break down the whole process in order to make it easier to understand, they are not always as simple as they seem. There are several complexities involved in communications models. This is one thing that needs to be carefully understood in the process of understanding how these models work.

Schramm's Model:

7 main Principles of Good Communication

The American Professors Frank Groves and Richard

Vilstrup give the seven C's of communication. 1. Credibility: 2. Context: 3. Content: 4. Clarity: 5. Continuity and Consistency: 6. Channels. 7. Capability of Audience:

1. Credibility:
Communication starts with a climate of belief. This is

built by performance on the part of the source. The receiver must have confidence in the sender. He must have a high regard for the source's competence on the subject.

2. Context:
A communication programme must square with the

realities of its environment. The context must provide for participation and play back. The context must confirm not contradict the message.

3. Content:
The message must have meaning for the receiver and it

must be compatible with his value system. It must have relevance to him. In general, people select those items of information which promise them generates rewards.

4. Clarity:
The message must be put in simple terms. Words must

mean the same thing to the receiver as they do to the sender. The farther a message has to travel, the simple it must be. An institution must speak with one voice, not many voices.

5. Continuity and Consistency:

Communication is an unending process. It requires

repetition to achieve penetration. The story must be consistent.

6. Channels.
Established channels of communication should be

used channels which the receiver uses and respects. Creating new ones is difficult. Different channels have different effects and serve in different stages of the diffusion process.

7. Capability of Audience:
Communication must take into account the capability

of the audience. Communications are most effective when they require the least effort on the part of the recipient.

THANK YOU