BCA UNIT-1 Notes.pdf

COMMUNICATION SKI)LLS (ENGLISH) Communication and Its Various Definitions What is Communication? Communication is the process through which individuals or groups exchange information, ideas, thoughts, and feelings. It involves a sender, a message, a medium, and a receiver. Effective communication e...

COMMUNICATION SKI)LLS (ENGLISH) Communication and Its Various Definitions What is Communication? Communication is the process through which individuals or groups exchange information, ideas, thoughts, and feelings. It involves a sender, a message, a medium, and a receiver. Effective communication ensures that the intended message is accurately conveyed and understood. Types of Communication The five types of communication you need to know about are verbal communication, nonverbal communication, written communication, visual communication, and listening. 1. Verbal Communication Verbal communication encompasses all communication using spoken words, or unspoken words as in the case with sign language. It is important to understand how to effectively communicate your ideas verbally in order to avoid misunderstandings and maximize interest while you speak. Make sure to use the right type of language, speak clearly, know your audience, respond in the best way, and use an appropriate tone when speaking. 2. Nonverbal Communication What is actually being said is only half the battle — the rest lies in what isn’t being said. This means your tone, facial expressions, body language, hand movements, and eye contact. When you make yourself aware of what the rest of you is doing as you speak, you can make corrections and eventually use all the right nonverbal cues to convey your point. 3. Written Communication Written communication is a form of verbal communication, but it is so different from spoken verbal communication that this form gets its own separate type. Written communication can take the form of anything you write or type such as letters, emails, notes, texts, billboards, even a message written in the sky! With written communication, it is important you know your audience, your purpose, and maintain consistency throughout your written message. 4. Visual Communication Visual communication is one you may not have heard of, but it is one that complements the other types of communication well. Visual communication is delivering information, messages, and points by way of graphical representations, or visual aids. Some commonly used examples are slide presentations, diagrams, physical models, drawings, and illustrations. When you use visual communication in addition to verbal, nonverbal, and written communication, you create a very effective way for your message to be heard and understood. 5. Listening Listening is a surprisingly important part of communication and in order to be a great communicator, you must master the art of listening. Remember that listening doesn’t just mean hearing, or politely waiting for your turn to speak. When others are speaking, you should practice active listening, which means that you are engaging your mind while the person speaks, intently focusing on what they are saying. 1  COMMUNICATION SKI)LLS (ENGLISH) Formal Communication vs Informal Communication Another way that types of communication can be broken down into is in formal vs informal communication. There are times when one should be used over the other, such as when delivering a speech (formal), or when making brunch plans with a friend (informal). In formal communication, where conversation partners are part of a group, organization, or society, there are three types of communication: Vertical: Information flows freely up and down the organizational structure. For example, your boss’s boss speaks to you, you speak to your boss, and you speak to the employees under you. Horizontal: This is where information or communication flows across a structure. For example, you and your coworkers speak together back and forth. Diagonal: Finally, there is diagonal formal communication where all levels communicate with one another in any direction. Process of Communication Communication is a continuous process which mainly involves three elements viz. sender, message, and receiver. The elements involved in the communication process are explained below in detail: 1. Sender The sender or the communicator generates the message and conveys it to the receiver. He is the source and the one who starts the communication 2. Message It is the idea, information, view, fact, feeling, etc. that is generated by the sender and is then intended to be communicated further. 3. Encoding The message generated by the sender is encoded symbolically such as in the form of words, pictures, gestures, etc. before it is being conveyed. 4. Media It is the manner in which the encoded message is transmitted. The message may be transmitted orally or in writing. The medium of communication includes telephone, internet, post, fax, e-mail, etc. The choice of medium is decided by the sender. 5. Decoding It is the process of converting the symbols encoded by the sender. After decoding the message is received by the receiver. 6. Receiver He is the person who is last in the chain and for whom the message was sent by the sender. Once the receiver receives the message and understands it in proper perspective and acts according to the message, only then the purpose of communication is successful. 7. Feedback Once the receiver confirms to the sender that he has received the message and understood it, the process of communication is complete. 8. Noise It refers to any obstruction that is caused by the sender, message or receiver during the process of communication. For example, bad telephone connection, faulty encoding, faulty decoding, inattentive receiver, poor understanding of message due to prejudice or inappropriate gestures, etc. 2  COMMUNICATION SKI)LLS (ENGLISH) Types of Communication 3  COMMUNICATION SKI)LLS (ENGLISH) Types of Internal Communication: Upward, Downward, Vertical, Horizontal, and Consensus 1. Upward Communication - Definition: Information that flows from lower levels of an organization to higher levels. - Purpose: - To provide feedback, report progress, and share concerns or ideas with management. - Examples: - Employee suggestions to management, performance reports, and requests for resources. 2. Downward Communication - Definition: Information that flows from higher levels of an organization to lower levels. - Purpose: - To provide direction, communicate policies, and relay important information to employees. - Examples: - Company announcements, directives from management, training sessions, and performance evaluations. 4  COMMUNICATION SKI)LLS (ENGLISH) 3. Vertical Communication - Definition: Communication that occurs along the organizational hierarchy, encompassing both upward and downward flows. - Characteristics: - Can be formal or informal. - Essential for maintaining organizational structure and clarity. - Examples: - Instructions from a manager (downward) and employee feedback (upward). 4. Horizontal Communication - Definition: Information exchanged between individuals or departments at the same organizational level. - Purpose: - To coordinate tasks, share information, and collaborate on projects. - Examples: - Team meetings, inter-departmental communications, and collaborative problem-solving sessions. 5  COMMUNICATION SKI)LLS (ENGLISH) Oral Communication Definition Oral communication refers to the process of verbally transmitting information and ideas between individuals or groups. This form of communication is characterized by spoken language and is fundamental in both personal and professional settings. Key Features - Immediate Feedback: Allows for instant reactions and clarifications. - Non-verbal Cues: Body language, tone of voice, and facial expressions enhance the message. - Interactivity: Encourages dialogue, discussions, and exchanges of ideas. - Informality: Can be casual or formal, depending on the context and audience. Types of Oral Communication 1. Face-to-Face Communication: - Direct conversations between individuals or groups. - Example: Meetings, interviews, or casual discussions. 2. Telephone Communication: - Verbal exchanges conducted over the phone, allowing for remote interaction. - Example: Customer service calls, phone interviews. 3. Public Speaking: - Presenting information to a larger audience, often in a structured format. - Example: Speeches, presentations, lectures, and seminars. 4. Group Discussions: - Conversations among multiple participants to exchange ideas and opinions. - Example: Team meetings, brainstorming sessions, or focus groups. 5. Conferences and Seminars: 6  COMMUNICATION SKI)LLS (ENGLISH) - Organized events where information is shared among participants, often featuring multiple speakers. - Example: Industry conferences, workshops, or academic symposiums. Advantages of Oral Communication - Clarity and Nuance: Facilitates clearer understanding through tone and inflection. - Engagement: Encourages participation and active involvement from listeners. - Speed: Allows for quick dissemination of information and immediate responses. Disadvantages of Oral Communication - Misinterpretation: Tone and body language may lead to misunderstandings. - No Record: Lack of documentation can make it difficult to refer back to important details. - Distraction: External factors can affect focus and attention during conversations. Oral communication is a vital component of effective interaction, enabling the sharing of ideas and information in various contexts. Mastering oral communication skills enhances personal relationships and professional effectiveness. 7  COMMUNICATION SKI)LLS (ENGLISH) 5. Consensus Communication - Definition: A collaborative approach to communication that seeks agreement and understanding among all parties involved. - Purpose: - To ensure that all voices are heard and to reach a collective decision that satisfies all stakeholders. - Characteristics: - Emphasizes active listening, respect for diverse opinions, and cooperative dialogue. - Examples: - Group decision-making sessions, consensus-building workshops, and collaborative planning meetings. Understanding these types of communication is crucial for effective organizational interaction. Each type serves a distinct purpose and contributes to the overall flow of information, fostering a collaborative and efficient work environment. 8  COMMUNICATION SKI)LLS (ENGLISH) Types of External Informal Communication External informal communication refers to the casual exchange of information outside the formal organizational structure. Here are the key types: 1. Word of Mouth - Description: Information shared verbally among individuals, often based on personal experiences or opinions. - Examples: Recommendations from friends or family about a product or service. 2. Networking - Description: Building and maintaining relationships with external parties, such as professionals in similar fields or industry contacts. - Examples: Attending conferences, industry meetups, or social gatherings. 3. Social Media Interactions - Description: Casual exchanges through social media platforms where individuals or organizations share insights, experiences, and opinions. - Examples: Comments, likes, shares, and direct messages on platforms like LinkedIn, Twitter, or Facebook. 4. Casual Conversations - Description: Informal discussions that occur spontaneously, often during events or social settings. - Examples: Chats at a coffee shop, during lunch breaks, or while attending community events. 5. Email and Messaging Apps - Description: Informal communication through email or messaging platforms that is not strictly professional. - Examples: Sharing jokes, quick updates, or casual inquiries using platforms like WhatsApp or personal email. 6. Blogs and Forums - Description: Discussions and exchanges in online communities, where individuals share thoughts and experiences on various topics. - Examples: Comments on blog posts or participation in forums related to specific interests or industries. 9  COMMUNICATION SKI)LLS (ENGLISH) 7. Industry Gossip - Description: Informal sharing of news, trends, or rumors within a particular industry or community. - Examples: Conversations about competitors or upcoming trends that circulate among professionals. 8. Grapevine Communication - Description: A form of informal communication where information is passed through unofficial channels, often resembling rumors or gossip. - Characteristics: - Can spread quickly and widely. - Often lacks verification, leading to potential misinformation. - Examples: Speculations about company changes or news that travels through casual conversations among employees or industry peers. External informal communication, including grapevine communication, plays a significant role in networking, relationship building, and information sharing. Understanding these types can help organizations leverage informal channels for effective engagement and information dissemination. Verbal and Non-Verbal Communication 1. Verbal Communication The communication happens through verbally, vocally or through written words which express or convey the message to other is called verbal communication. Verbal communication is the use of language to transfer information through speaking or sign language. It is one of the most common types, often used during presentations, video conferences and phone calls, meetings and one-on-one conversations. Verbal communication is important because it is efficient. It can be helpful to support verbal communication with both nonverbal and written communication. Factors of Effective Verbal communication: 1. Think before you speak 2. Speak with confidence 3. Be clear and concise 4. Be aware of your non-verbal communication cues 5. Be a good listener 6. Think about the perspective of your audience 7. Vary your vocal tone Types of Verbal Communication 10  COMMUNICATION SKI)LLS (ENGLISH) A. Oral Communication: A communication which happens through word of mouth, spoken words, conversations and also any messages or information are shared or exchanged between one another through speech or word of mouth is called oral communication. Example: Public speech, News reading, Television, Radio, telephone and mobile conversations. B. Written Communication: A communication happens through any word written or often written which refers to the languages uses in any medium is called written communication. Example: Simply any handwritten, typed, Newspaper, printed word documents, letters, books and magazines. 2. Non-Verbal Communication Any communication without word of mouth, spoken words, conversation and written languages are called Non-Verbal Communication. It happens through signs, symbols, colors, gestures, body language or any facial expressions. Nonverbal communication is the use of body language, gestures and facial expressions to convey information to others. It can be used both intentionally and unintentionally. For example, you might smile unintentionally when you hear a pleasing or enjoyable idea or piece of information. Nonverbal communication is helpful when trying to understand others’ thoughts and feelings. Characteristics of Communication Most important nature or characteristics of communication are listed below: 1. Communication involves at least two persons: Communication involves at least two persons-the sender and the receiver. The sender sends the message and is known as the communicator. The receiver receives the message and is known to communicate. 2. Communication is a two way process: Communication is essentially a two way process. It does not merely mean sending and receiving messages. It is not complete unless and until the message has been understood by the receiver in the same sense. 3. Purpose of communication: Message is a Must. A message is the subject matter of communication. e.g., the contents of the letter or speech, order, instructions or the suggestions. Communication must convey some message. If there is no message there is no communication. The basic purpose of communication is to create an understanding. The receiver should understand the message sent and should respond accordingly. 4. Form of communication: Communication may take several forms e.g. order, instruction, report, queries etc. It may be verbal or written. It may be formal or informal. 5. Scope of communication: Communication pervades all human relationships. It is essential in all type of organization and at all levels of management. 6. Communication is a dynamic process: Communication is influenced by the mood and thinking of the sender and receiver. The way a message is accepted depends upon the fact that which of the fine sensory organs of the receiver is active at that time. 7. Communication is much more than words: Communication is not merely sending or receiving facts, expressed in words. Communication May be Written, Oral or Gestural. It also involves ideas and emotions. A lot of communication is done through signs, symbols and gestures. 11  COMMUNICATION SKI)LLS (ENGLISH) 8. Communication’s primary purpose is to motivate a response: The primary purpose of communication is to motivate response or influence human behavior. There is no doubt that motivation comes from within but communicators can also motivate people by good drafting of messages, proper timing of communication, etc. To create understanding, communication should be relevant to the situation. It must always be remembered that communication is a means of motivating and not an end itself. 9. Communication is conversational: Communication sets up a link between facts, ideas, and thus helps the communicator and communicates to progress logically. 10. Communication is an interdisciplinary science: Communication to be effective derives knowledge from several sciences like-anthropology (study of body language), sociology (study of human behavior), psychology (study of attitude) etc 11. Communication may be formal or informal: Formal communication follows the formal channels provided in the organization structure. For example, the Managing Director communicates with the departmental heads, say Finance Manager, finance manager communicates to deputy finance manager, the deputy finance manager with accounts officer and so on. In simple words, in informal communication, there is no direct communication between the Managing Director and the accounts clerks. Informal communication flows from informal channels of communication which are not provided in the organization structure. These channels develop among members because of personal contacts through working with each other. 12. It flows up and down and also from side to side: Communication flows downward from a superior to subordinate and upward from subordinate to a superior. It also flows between two or more persons operating at the same level of authority. Barriers To Effective Communication The process of communication has multiple barriers. The intended communique will often be disturbed and distorted leading to a condition of misunderstanding and failure of communication. The Barriers to effective communication could be of many types like linguistic, psychological, emotional, physical, and cultural etc. We will see all of these types in detail below. Linguistic Barriers The language barrier is one of the main barriers that limit effective communication. Language is the most commonly employed tool of communication. The fact that each major region has its own language is one of the Barriers to effective communication. Sometimes even a thick dialect may render the communication ineffective. As per some estimates, the dialects of every two regions change within a few kilometers. Even in the same workplace, different employees will have different linguistic skills. As a result, the communication channels that span across the organization would be affected by this. Thus keeping this barrier in mind, different considerations have to be made for different employees. Some of them are very proficient in a certain language and others will be ok with these languages. 12  COMMUNICATION SKI)LLS (ENGLISH) Psychological Barriers There are various mental and psychological issues that may be barriers to effective communication. Some people have stage fear, speech disorders, phobia, depression etc. All of these conditions are very difficult to manage sometimes and will most certainly limit the ease of communication. Emotional Barriers The emotional IQ of a person determines the ease and comfort with which they can communicate. A person who is emotionally mature will be able to communicate effectively. On the other hand, people who let their emotions take over will face certain difficulties. A perfect mixture of emotions and facts is necessary for effective communication. Emotions like anger, frustration, humor, can blur the decision-making capacities of a person and thus limit the effectiveness of their communication. Physical Barriers to Communication They are the most obvious barriers to effective communication. These barriers are mostly easily removable in principle at least. They include barriers like noise, closed doors, faulty equipment used for communication, closed cabins, etc. Sometimes, in a large office, the physical separation between various employees combined with faulty equipment may result in severe barriers to effective communication. Cultural Barriers of Communication As the world is getting more and more globalized, any large office may have people from several parts of the world. Different cultures have a different meaning for several basic values of society. Dressing, Religions or lack of them, food, drinks, pets, and the general behavior will change drastically from one culture to another. Hence it is a must that we must take these different cultures into account while communicating. This is what we call being culturally appropriate. In many multinational companies, special courses are offered at the orientation stages that let people know about other cultures and how to be courteous and tolerant of others. Organizational Structure Barriers As we saw there are many methods of communication at an organizational level. Each of these methods has its own problems and constraints that may become barriers to effective communication. Most of these barriers arise because of misinformation or lack of appropriate transparency available to the employees. Attitude Barriers Certain people like to be left alone. They are introverts or just people who are not very social. Others like to be social or sometimes extra clingy! Both these cases could become a barrier to communication. Some people have attitude issues, like huge ego and inconsiderate behaviors. These employees can cause severe strains in the communication channels that they are present in. Certain personality traits like shyness, anger, social anxiety may be removable through 13  COMMUNICATION SKI)LLS (ENGLISH) courses and proper training. However, problems like egocentric behavior and selfishness may not be correctable. Perception Barriers Different people perceive the same things differently. This is a fact which we must consider during the communication process. Knowledge of the perception levels of the audience is crucial to effective communication. All the messages or communique must be easy and clear. There shouldn’t be any room for a diversified interpretational set. Physiological Barriers Certain disorders or diseases or other limitations could also prevent effective communication between the various channels of an organization. The shrillness of voice, dyslexia, etc are some examples of physiological barriers to effective communication. However, these are not crucial because they can easily be compensated and removed. Technological Barriers & Socio-religious Barriers Other barriers include the technological barriers. The technology is developing fast and as a result, it becomes difficult to keep up with the newest developments. Hence sometimes the technological advance may become a barrier. In addition to this, the cost of technology is sometimes very high. Most of the organizations will not be able to afford decent tech for the purpose of communication. Hence, this becomes a very crucial barrier. Other barriers are socio-religious barriers. In a patriarchal society, a woman or a transgender may face many difficulties and barriers while communicating. Linear models of communication The linear communication model is straightforward and used mainly in marketing, sales, and PR, in communication with customers. What is a linear model of communication? Linear communication models suggest that communication takes place only in one direction. The main elements in these models are: ​ The channel, ​ The sender, and ​ The receiver. Some linear models of communication also mention noise as one of the factors that have a role in the communication process. Noise acts as the added (background) element that usually distracts from the original message. But, we’ll talk more about the role of noise in the communication process later on. For now, let’s start with the basic elements of the linear communication model. As illustrated in the linear communication model diagram below, this communication model is pretty straightforward. 14  COMMUNICATION SKI)LLS (ENGLISH) Linear communication model diagram Simply put, the sender transmits the message via a channel. The channel, as the medium, changes the message into speech, writing, or animation. The message then finally reaches the receiver, who decodes it. 1. Aristotle’s model of communication The oldest communication model that dates back to 300 BC, Aristotle’s model was designed to examine how to become a better and more persuasive communicator. What is Aristotle’s model of communication? Aristotle’s model of communication primarily focuses on the sender (public speaker, professor, etc.) who passes on their message to the receiver (the audience). The sender is also the only active member in this model, whereas the audience is passive. This makes Aristotle’s communication model a foolproof way to excel in public speaking, seminars, and lectures. What are the main elements of Aristotle’s communication model? Aristotle identified 3 elements that improve communication within this model: ​ Ethos — Defines the credibility of the speaker. Speaker gains credibility, authority, and power by being an expert in a field of their choice. ​ Pathos — Connects the speaker with the audience through different emotions (anger, sadness, happiness, etc.) ​ Logos — Signifies logic. Namely, it is not enough for the speech to be interesting — it needs to follow the rules of logic. As shown in Aristotle’s communication model diagram below, Aristotle also suggested that we look at 5 components of a communication situation to analyze the best way to communicate: ​ Speaker, ​ Speech, ​ Occasion, ​ Target audience, and 15  COMMUNICATION SKI)LLS (ENGLISH) ​ Effect. Aristotle’s communication model diagram Aristotle’s communication model example Picture this: Professor Hustvedt is giving a lecture on neurological disorders to her students. She delivers her speech persuasively, in a manner that leaves her students mesmerized. The professor is at the center of attention, whereas her audience — her students — are merely passive listeners. Nevertheless, her message influences them and makes them act accordingly. So, in this situation, professor Hustvedt is the speaker, and her lecture on disorders is the act of speech. The occasion in question is a university lecture, while the students are her target audience. The effect of her speech is the students gaining knowledge on this subject matter. One of the major drawbacks of this model is that it does not pay attention to the feedback in communication because the audience is passive. 2. Lasswell’s model of communication The next linear model on our list is Lasswell’s Model of mass communication. What is Lasswell’s model of communication? Lasswell’s communication model views communication as the transmission of a message with the effect as the result. The effect in this case is the measurable and obvious change in the receiver of the message that is caused by the elements of communication. If any of the elements change, the effect also changes. What are the main elements of Lasswell’s communication model? Lasswell’s model aims to answer the following 5 questions regarding its elements: ​ Who created the message? 16  COMMUNICATION SKI)LLS (ENGLISH) ​ What did they say? ​ What channel did they use (TV, radio, blog)? ​ To whom did they say it? ​ What effect did it have on the receiver? The answers to these questions offer us the main components of this model: ​ Communicator, ​ Message, ​ Medium, ​ Audience/Receiver, and ​ Effect. If we take a look at Lasswell’s communication model diagram below, we can get a better understanding of how these main components are organized. Lasswell’s communication model diagram Lasswell’s communication model example Let’s say you are watching an infomercial channel on TV and on comes a suitcase salesman, Mr. Sanders. He is promoting his brand of suitcases as the best. Aware that millions of viewers are watching his presentation, Mr. Sanders is determined to leave a remarkable impression. By doing so, he is achieving brand awareness, promoting his product as the best on the market, and consequently increasing sales revenue. So, in this instance, Mr. Sanders is the communicator. The message he is conveying is the promotion of his brand of suitcases as the best. The medium he uses is television. 17  COMMUNICATION SKI)LLS (ENGLISH) His audience consists of evening TV viewers in the US. The effect he is achieving by doing this is raising brand awareness and increasing sales revenue. 3. The Shannon-Weaver model of communication Maybe the most popular model of communication is the Shannon-Weaver model. Strangely enough, Shannon and Weaver were mathematicians, who developed their work during the Second World War in the Bell Telephone Laboratories. They aimed to discover which channels are most effective for communicating. So, although they were doing research as part of their engineering endeavors, they claimed that their theory is applicable to human communication as well. And, they were right. What is the Shannon-Weaver model of communication? The Shannon-Weaver communication model, therefore, is a mathematical communication concept that proposes that communication is a linear, one-way process that can be broken down into 5 key concepts. What are the main elements of the Shannon-Weaver communication model? As the Shanon-Weaver communication model diagram below shows, the main components of this model are: ​ Sender, ​ Encoder, ​ Channel, ​ Decoder, and ​ Receiver. 18  COMMUNICATION SKI)LLS (ENGLISH) The Shannon-Weaver communication model diagram Shannon and Weaver were also the first to introduce the role of noise in the communication process. In his book Introduction to Communication Studies, John Fiske defines noise as: “Anything that is added to the signal between its transmission and reception that is not intended by the source.” The noise appears in the form of mishearing a conversation, misspelling an email, or static on a radio broadcast. The Shannon-Weaver communication model example Paula, a VP of Marketing in a multinational company, is briefing Julian on new marketing strategies they are about to introduce next month. She wants a detailed study of the competitor’s activity by the end of the week. Unfortunately, while she was speaking, her assistant Peter interrupted her, and she forgot to tell Julian about the most important issue. At the end of the week, Julian did finish the report, but there were some mistakes, which had to be corrected later on. Let’s take a moment to briefly analyze this example. Paula is the sender, her mouth being the encoder. The meeting she held was the channel. Julian’s ears and brain were decoders, and Julian was the receiver. Can you guess Peter’s role? Yes, he was the noise. 19  COMMUNICATION SKI)LLS (ENGLISH) The trouble in this process was the lack of feedback. Had Julian asked Paula for clarification after Peter interrupted her, the whole communication process would have been more effective, and there would have been no mistakes. Updated version of the Shannon-Weaver communication model Since the original version didn’t include it, the principle of feedback was added to the updated version, so the model provided a more truthful representation of human interaction. The concept of feedback was derived from the studies of Norbert Wiener, the so-called father of cybernetics. Simply put, feedback is the transfer of the receiver’s reaction back to the sender. It allows the speaker to modify their performance according to the reaction of the audience. Maybe the most important function of feedback is the fact that it helps the receiver feel involved in the communication process. That makes the receiver more receptive to the message because they feel their opinion is being taken into account. 4. Berlo’s S-M-C-R model of communication Berlo’s model of communication was first defined by David Berlo in his 1960 book The Process of Communication. This communication model is unique in the sense that it gives a detailed account of the key elements in each step. What is Berlo’s S-M-C-R model of communication? Simply put, Berlo’s S-M-C-R communication model is a linear model of communication that suggests communication is the transfer of information between 4 basic steps or key elements. What are the main elements of Berlo’s Berlo’s S-M-C-R communication model? As shown in Berlo’s S-M-C-R communication model diagram below, these steps are the following: ​ Source, ​ Message, ​ Channel, and ​ Receiver. 20  COMMUNICATION SKI)LLS (ENGLISH) Berlo’s S-M-C-R communication model diagram — Let’s consider the key elements that affect how well the message is communicated, starting with the source. Step #1: The source The source or the sender carefully puts their thoughts into words and transfers the message to the receiver. So, how does the sender transfer the information to the receiver according to Berlo’s S-M-C-R communication model? With the help of: ​ Communication skills — First and foremost, the source needs good communication skills to ensure the communication will be effective. The speaker should know when to pause, what to repeat, how to pronounce a word, etc. ​ Attitude — Secondly, the source needs the right attitude. Without it, not even a great speaker would ever emerge as a winner. The source needs to make a lasting impression on the receiver(s). ​ Knowledge — Here, knowledge does not refer to educational qualifications but to the clarity of the information that the source wants to transfer to the receiver. ​ Social system — The source should be familiar with the social system in which the communication process takes place. That would help the source not to offend anyone. 21  COMMUNICATION SKI)LLS (ENGLISH) ​ Culture — Last but not least, to achieve effective communication, the source needs to be acquainted with the culture in which the communication encounter is taking place. This is especially important for cross-cultural communication. Step #2: The message The speaker creates the message when they transform their thoughts into words. Here are the key factors of the message: ​ Content — Simply put, this is the script of the conversation. ​ Elements — Speech alone is not enough for the message to be fully understood. That is why other elements have to be taken into account: gestures, body language, facial expressions, etc. ​ Treatment — The way the source treats the message. They have to be aware of the importance of the message so that they can convey it appropriately. ​ Structure — The source has to properly structure the message to ensure the receiver will understand it correctly. ​ Code — All the elements, verbal and nonverbal, need to be accurate if you do not want your message to get distorted and misinterpreted. Step #3: The channel To get from the source to the receiver, the message goes through the channel. Berlo’s S-M-C-R communication model identifies all our senses are the channels that help us communicate with one another. Our sense of hearing lets us know that someone is speaking to us. Through our sense of taste, we gather information about the spiciness of a sauce we are eating. Our sense of sight allows us to decipher traffic signs while driving. We decide whether we like a certain perfume or not by smelling it. By touching the water we feel whether it is too cold for a swim. Step #4: The receiver A receiver is a person the source is speaking to — the destination of the conveyed message. To understand the message, the receiver should involve the same elements as the source. They should have similar communication skills, attitudes, and knowledge, and be acquainted with the social system and culture in which they communicate. 5. The Osgood-Schramm model of communication In their book Communication Models for the Study of Mass Communications, Denis Mcquail and Sven Windahl say that the emergence of this model “meant a clear break with the traditional linear/one-way picture of communication.” What is the Osgood-Schramm model of communication? The Osgood-Schramm model is a circular model of communication, in which messages go in two directions between encoding and decoding. 22  COMMUNICATION SKI)LLS (ENGLISH) As such, this model is useful for describing synchronous, interpersonal communication, but less suitable for cases with little or no feedback. Interestingly, in the Osgood-Schramm communication model, there is no difference between a sender and a receiver. Both parties are equally encoding and decoding the messages. The interpreter is the person trying to understand the message at that moment. Furthermore, the Osgood-Schramm communication model shows that information is of no use until it is put into words and conveyed to other people. What are the main principles and steps in the communication process according to this model? The Osgood-Schramm communication model proposes 4 main principles of communication: ​ Communication is circular. — Individuals involved in the communication process are changing their roles as encoders and decoders. ​ Communication is equal and reciprocal. — Both parties are equally engaged as encoders and decoders. ​ The message requires interpretation. — The information needs to be properly interpreted to be understood. ​ As shown in the Osgood-Schramm communication model diagram below, this model proposes 3 steps in the process of communication: ​ Encoding, ​ Decoding, and ​ Interpreting. The Osgood-Schramm communication model diagram 23