Communication Lecture Notes PDF

Lecture-1 Communication-Concept, Meaning, Definition, Elements & Models of Communication, significance of communication Concepts of communication The term communication comes from the latin word ‘communis’ meaning common. The purpose of communication is to create common meaning/underst...

Lecture-1 Communication-Concept, Meaning, Definition, Elements & Models of Communication, significance of communication Concepts of communication The term communication comes from the latin word ‘communis’ meaning common. The purpose of communication is to create common meaning/understanding. Meaning Meaning exists in the mind of the people, but not in the words. In fact, communication vehicles (viz. words, symbols signs) don’t have meaning in/of themselves, but people have meaning for them. Moreover, meaning aren’t transmissible in nature. Types of meaning Denotative: It is the dictionary/literal meaning of a word. Structural: Meaning depending upon the structure of a word. Eg. Run as verb-Running as noun. Contextual : Meaning in relation to a situation or context. Connotative: It is the meaning goes beyond conceptual meaning. Connotations may vary age to age, society to society and culture to culture. Thus, purely conceptual content of ‘woman’ is ( +human + female+ adult), but the psychosocial connotations could be experienced in cookery. Purpose(S) of Communication · To inform (an appeal to mind) · To Persuade (an appeal to soul/ emotions) To Entertain; viz. Entertainment programmes. Significance of Communication 1. Communication brings people together, closer to each other. Communication brings together people of the world and develops tolerance towards each other. 2. Communication being an important management function is closely connected with all other managerial functions. 3. Communication is important for all countries to exchange cultural, economic, social, political, educational and technological affairs with each other. 4. When communication is applied to the speedy transformation of a society or nation at large. Dimensions of Communication i. Intrapersonal-Communicating to ownself ii. Inter personal-One to one communication iii. Group : One to group communication iv. Mass Communication : One to large number of people communication Nature of communication i. It’s a dynamic process. ii. It takes place by many means, at many levels, with many people, in many ways, for many reasons. iii. It involves interdependence iv. It’s a two way process, where constant reversal of role(s) is there. (Level of interdependence varies from situation to situation.)  v. This process comprises of a no. of distinguishable parts vi. It takes place ‘within’ participants. vii. It takes place at many Levels Definition Rogers and Shoemaker : Communication is the process by which message are transferred from a source to receiver. Leagans (1961) Communication is the process by which two or more people exchange ideas, facts, feelings or impressions in ways that each gains a common understanding of the meaning, intent and use of message Meaning of communication: Communication was a Latin root ‘communis’ which means common – It also requires a degree of commonness between individuals for communication to occur. The purpose of communication is to establish commonness. Communication thus refers to the process of sharing information, feeling ideas in a manner that there is common understanding of meaning, intent and use of the message. Nature/ Features of Communication 1. Communication is an exchange of ideas. Communication is the process through which an exchange of information takes place. It is the sharing information, ideas, concepts and messages. 2. Two or more parties are involved in it. In communication exchange of information takes place between two or more persons. The one who initiates the exchange is the sender of the message (speaker/ writer) and the one who receives and interprets it is the receiver of the message (listener/ reader). 3. It is a two-way process. Functions of communication: a) Information function b) Instruction function c) Influence function d) Integrative function Elements of Communication: 1) Communicator 2) Message 3) Channel 4) Treatment 5) Audience 6) Audience Response 1) Communicator: Communicator is the person who starts the process of communication. The extension agent is the communicator, a carrier of information. Characteristics of a good communicator are: A good Communicator knows: a. The objectives specifically defined b. The audience – needs, interests, abilities c. The message – concept, validity, usefulness, importance d. Channels that will reach the audience e. Organization and treatment of the message f. The professional abilities and limitations The Communicator prepares: a. A plan for communication – a teaching plan b. Communication materials and equipments c. A plan for evaluation of results. The Communicator has skill in: a. Selecting messages b. Treating messages c. Expressing messages d. The selection and use of channels e. Understanding the audience; f. Collecting evidence of results. 2) Message: Messages which are relevant, interesting, useful, profitable, credible (latest and best, based on research findings) and complete (neither too much, nor too little) are likely to motivate the people. A good message clearly states what to do, how to do, when to do and what would be result. Qualities of a good message: a. In line with the objective to be attained b. Clear, understandable by the audience c. In line with the mental, social economic and physical capabilities of the audience d. Significant – economically, socially or aesthetically to the needs, interest and values of the audience e. Covering only one point at a time f. Scientifically sound, factual and current g. Timely - important and issues are current h. Appropriate to the channel selected i. Appealing and attractive to the audience j. Applicable –to one’s own particular situation k. Manageable – can be handled by the communicator and within the limits of time 3) Channel: Channel of communication constitutes the medium through which information flows from a sender to one or more receivers. Face-to-face, word-of-mouth is the simplest and yet one of the most widely used and effective means of communication, particularly for the developing countries. The channels of communication may be classified into a number of ways according to different criteria. According to form: I. Spoken: Farm and home visit, farmer’s call, meetings, radio talk etc.,  II. Written: Personal letter, farm publications, newspaper etc. According to nature of personal involved: I. Personal localite: They are the local leaders and local people who belong to the receivers own social system. Personal localite channels are important in traditional social system II. Personal cosmopolite: These are the channels of communication from outside the social system of the receiver. They are the extension agents of various organizations and are important in changing the farmers from traditional to modern. III. Impersonal cosmopolite: Here the channels of communication are from outside the social system of the receiver and at the same time no personal face to face contact is involved. These are mass media, which are important in areas of high urban influence and farmers who are modern or are changing from traditional to modern According to nature of contact with the people: I. Individual contact: The extension agent communicates with the people individually, maintaining separate identify of each person. Examples are farm and home visit, farmer’s call, personal letter etc. II. Group contact: The extension agent communicates with the people in groups and not as individual persons. Examples are group meeting, small group training, field day or farmer’s day, study tour etc. III. Mass contact: The extension agent communicates with a mass of people, without taking into consideration their individual or group identity. Examples are mass meeting, campaign, exhibition, radio, television etc. 4) Treatment of message: Treatment means the way a message is handled, dealt with, so that the information gets across to the audience. It relates to the technique or details of procedure or manner of performance, essential to effective presentation of the message. The purpose of treatment is to make the message clear, understandable and realistic to the audience. Treatment usually requires original thinking, deep insight into the principles of human behaviour and skill in creating and using refined techniques of message presentation. 5) Audience: An audience may consist of a single person or a number of persons. It may comprise men, women and youth. An audience may be formed according to occupation groups such as crop farmers, fruit farmers, dairymen, poultry keepers, fish farmers, homemakers etc. Audience may also be categorized according to farm size such as marginal, small, medium or big farmers; or according to whether they belong to scheduled caste, scheduled tribe etc. The attitude of the audience toward the message largely depends upon who gives what message through which channel; to what extent the content of the message satisfy their needs and intentions; to what measures the suggestions contained in the message are in line with their preheld experiences and preexisting preferences; and how far the message is compatible with group norms and value system to which the audience belongs. 6) Audience response: Response of the audience is the ultimate objective of any communication function. Response of an audience to messages received may be in the form of some kind of action, mental or physical. Until the desired action results, extension communication does not achieve its most essential objective. The possible kinds of response to messages received are almost infinite. The following gives an idea of possible variety in response that may result when a useful message is received by a typical village audience: i. Understanding versus knowledge: People usually do not act on facts alone, but only when understanding of facts is gained. Understanding is attained only when one is able to attach meaning to facts, see the relationship of facts to each other and to the problem. Communication must promote understanding ii. Acceptance versus rejection: Audience response may be either way. Communication should lead to understanding and acceptance of the idea iii. Remembering versus forgetting: When opportunity for action is not immediately available or action is delayed, the message may be forgotten. Transmitting the right message to the right people at right time is often a crucial factor is successful communication. Importance/Significance of Communication 1. Implements Efficient Operations 2. Boosts Team Collaboration Effective communication promotes open discourse and active listening, allowing team members to exchange different points of view, share knowledge, and collaborate toward common goals. 3. Leads to Better Decision Making Clear and timely communication is essential for overall organizational success. Effective communication ensures that decision-makers have access to accurate and relevant information. 4. Results in Better Conflict Resolution Conflict is a normal component of every corporate setting. Efficient communication is essential for conflict resolution. 5. Builds Healthy Connections Strong connections with stakeholders like clients, suppliers, and partners are built on strong communication skills. 6. Fosters Effective Leadership In an organization, effective leaders can properly communicate their vision, goals, and expectations to their respective teams. 7. Assists in Crisis Management Clear and timely communication aids in crisis management by disseminating factual information, assuring stakeholders, and detailing action plans. 8. Ensures Compliance Communicating about the company’s policy is vital for ensuring effective compliance with laws and regulations. 10. Enhance smooth running of day to day life