1.

0 FUNDAMENTALS OF COMMUNICATION
1.2 Lesson Learning Outcomes
By the end of this Lesson you will be able to:
• Explain the role of communication in promoting understanding and insight.
• Discuss the key aspects involved in collaborative learning
• List the benefits and conditions of collaboration in learning, the professions and
personal life.
• Discuss the role of persuasion and assertiveness in academic and other contexts.

1.3 Definition of communication?

Communication refers to the process of exchanging information, ideas, thoughts, feeling and
emotions through speech signals, writing or behavior. The word communication originates
from a Latin Word COMMUNES which means something common.

Other sources have defined communication as a two-way method through which opinions,
information, thoughts, ideas, and feelings, are exchanged between different individuals via
the application of the commonly recognised symbols and signs.

The second definition makes use of ‘recognised symbols and signs’ between or among the
parties involved in the communication process; without which there can be no
communication.

1.3 The Role of Communication

Communication is an active process of exchanging information between individuals using a
common system of symbols, signs and behaviour (Wikinson,1984). It happens at intrapersonal
level (internal monologue or reflection), interpersonal level, group and also public and mass
level.
In the past, communication was viewed as having four components: sender, receiver, message
and channel. Current understanding of this process now places emphasis on additional elements
which include feedback, context, barriers and effect. In addition, communication is no longer
seen as a one way process, but rather as a transaction and interaction process. In communication,
meaning is not just a good or item that is passed from one individual to another, but it is more of
a process of constructing meaning by taking into account the different perspectives of
participants. Communication has three major functions no matter the context in which it is
applied. First, it assists individuals to understand subject content, their environment, job related
processes as well as themselves and others. Deep level or critical level understanding is vital in
academic pursuits and in the professions where complex issues and processes need to be
understood in order to offer quality services and solve problems creatively. The second role of
communication is persuasion and influence. In all aspects of our life, we want to be able to
persuade others of our views and also be able to influence them by using spoken word, written
communication and also non-verbally. Communication is key in our ability to initiate and
maintain human relationships at personal level, in networking and working successfully in teams.
Apart from verbal communication where participants rely on the spoken and written words, we
communicate also through behaviour and non-verbal symbols and signs. Today, non-verbal
competence is given equal if not more importance than verbal communication. Non-verbal
aspects of communication include facial expression, gestures,body movement and posture,
appearance, dressing, space and distance, tone of voice, paralinguistic features, time and
artefacts. In facial expression eye contact and the smile are regarded highly. Appearance applies
to our height, weight, racial features, and grooming. Time communicates powerfully about our
social and intellectual qualities in that how we use time may send a wide range of meanings to
those with whom we interact. What does reporting to duty all or most of the time tell about a
person whether in school or at the work place?

Fundamentals of communication:

The modern definition of communication puts in mind the understanding of the plurality of definitions of
communication as an important aspect in knowing the resemblances that exist. Some definitions of
communication are broad, recognizing that animals can communicate, and some are narrower, only
including human beings within the parameters of human symbolic interaction. Communication is a
complex process. The Fundamentals of Communication is about the process of sending information to
oneself or another entity, via a medium, usually a language.

The communication system is often categorized into six main components, though some sources cite 8
others five etc. They are as follows:
• Transmitter: Speaker

• Channels: Senses – speech, hearing, seeing, etc.

• Message: Speaker’s topic

• Receiver: Audience

• Noise: Internal and external factors that affect message reception by the audience: e.g.,
daydreaming, traffic noise, etc.

• Feedback: Audience reaction

• Of the six components listed, the speaker has immediate control over only three: self, the methods
of communication chosen (visual, auditory, etc.), and the message itself. The speaker can
influence, but not control, the last three components: the audience, distractions, and audience
response. It is the speaker’s role to focus attention on the audience to enhance the probability of
the receipt of the message. This is done by selecting the type of communication pertinent to the
message, establishing a point-of-view, and communicating its meaning to the receiver. The
receiver forms a feedback message and uses the proper channel to transmit the message after
decoding the message sent by the speaker. In the process of communication, noise hinders the
reception of the message. Noise can be due to external factors or internal factors as mentioned
 earlier. Internal factors responsible for noise include intelligence, interest, ego clashes,
motivation, attention, the relation between sender and receiver whereas external factors
responsible for noise in the process of communication are related to the physical environment like
weather, sound of the surrounding where communication process takes place (Ahuja,2009).

• Ref. Ahuja, S. (2009). Impact of non verbal communication of B ED student teachers on their
classroom transaction. http://hdl.handle.net/10603/58170

Forms of Communication

There are two basic forms of communication: verbal and non-verbal. Verbal communication can be in
the form of meetings, speeches or writing, gestures or expressions. Non-verbal communication is a form
of communication that does not involve the use of words. Another form of verbal
communication: Visual communication is the practice of graphically representing information to
create meaning. There are many types of content in visual communication, including but not limited to
pictures, infographics, interactive content, motion graphics, etc.

Verbal communication

Verbal communication refers to the utilization of words to express ourselves in front of other people.
Thus it is an inclusion of both spoken and written communication. Although most people prefer verbal
communication to describe only spoken communication. The verbal part of communication refers to the
words that we choose, and how they are heard and interpreted. Remember this in non verbal
communication:

• Use of words to express ourselves.

• Includes both oral and written communication.

• Speaking with clarity and focus are add-on in verbal communication

• Listening actively is also a crucial skill.

Advantages of Verbal Communication

• Time-Saver: With the method of verbal communication, tasks can be efficiently dealt with. Verbal
communication saves time and helps us complete jobs within a few minutes by avoiding other
lengthy procedures. Through Verbal communication, you can convey your thoughts or instructions
at your regulated speed and not wait on such tasks that are to be completed. This method can help
you communicate better with others as well as understand what they have to say.

• Quick Feedback: Feedbacks are necessary for any social scenario where communication is
involved. By utilising verbal communication, you will be able to produce quick feedback to the
hosts’ original message. In the case of doubts or questions, verbal communication helps clarify
them much faster than any other method of communication.

• Convenient: Verbal communication is the most widely accepted method of communication.

Individuals worldwide prefer verbal communication over other variance of communication due to
its convenience. Verbal communication makes language and oral comprehensions more
straightforward and understandable.

• Ease preparation: Any individuals who know how to convey their thoughts into words need to
prepare the least in the case of verbal communication. It is one of the most simple types of
communication which does not involve any material to convey the intended message and are the
easiest to conduct.

• Privacy: Verbal communication ensures privacy to individuals to maintain the secrecy of certain
events. It is easier to convey specific urgent thoughts through the way of verbal communication
than
Disadvantages of Verbal Communication

• Distorted meaning: Sometimes, the meaning of intended messages can change during verbal
communication and drift far from the actual point. These are the barriers that come in the way of
effective communication. If instructions are not conveyed properly or are not appropriately
understood due to lack of clarity, it can delay work or result in something unexpected.

• Inconvenient for long messages: Verbal communication is inconvenient when conveying long
paragraphs since it can miss important points and become very lengthy, causing misinterpretation
or effective communication. If used for writing long passages, the written form of verbal
communication can cause problems for other people to understand the meaning behind it
efficiently.

• Unnecessary information: When it comes to conveying your thoughts and opinions ideas orally, it
can include unnecessary or irrelevant information, leading to a gap in communication and delaying
effectiveness.

• Misunderstanding: If the message through verbal communication is not conveyed well and with
precision, it can create misunderstandings for a communication gap. Putting your ideas or thoughts
across to the audience is a critical factor in any kind of communication; hence, sometimes verbal
communication can cause misunderstandings if not taken into consideration.

• Communication expense: Verbal Communication can be expensive sometimes. Suppose the

conversation being held is not in your native language or a language. In that case, you understand
the cost of translation and other such factors can be way more expensive than any other form of
communication.
Non Verbal communication

Non-verbal communication refers to non-linguistic behaviours indicating emotion, mood, attitude and
social cues. It is a critical part of human interaction and can be seen as the most important form of
communication. Moreover, non-verbal communication is a valuable tool for expressing oneself. It is hard
to control what the body does and we will not be able to articulate everything with words. That’s why it is
important to be aware of the different ways that people express themselves, such as using gestures, facial
expressions, and tone of voice.

Interestingly, most people don’t realise that non-verbal communication is a huge part of our daily lives,
hence, it’s not something we should ignore. Non-verbal communication is how we communicate with
each other on a subconscious and intuitive level. How someone walks, talks, gestures, and looks can be
the difference between being loved and hated. Studies have shown that our non-verbal behaviour can tell
us in a matter of minutes whether a person with whom we are communicating likes us or not. By taking
time to understand and observe our body language, we can better predict what people find appealing. We
can learn about their values and beliefs, as well as other interesting details.

The human body is a highly expressive part of our being. Our facial expression, posture, gestures and
movements are all part of our language as they communicate our feelings and thoughts. Our body’s
language can tell us what emotions we are experiencing, how we are feeling and what is going on in our
mind. In addition to communicating through non-verbal behaviour, our body will also react to the feelings
of others in subtle ways. Our blood pressure and breathing rate may be affected by the tone of another
person’s voice. This is called emotional contagion, and it is a very powerful form of communication.
Even the natural chemical messengers within our bodies, such as hormones and adrenaline, are affected
by the emotions of others.

Advantages of Non-Verbal Communication

Non-verbal communication is the best way to express oneself and understand others without any words
at all. With non-verbal communication, you can get a sense of the mood someone is in, their emotions,
and even basic needs. For example, if you know that your boss is angry when they raise their voice or
they have their arms crossed so that means you need to be on your best behaviour because they won’t take
any excuses. Other advantages of non-verbal communication are as follows:

• Provides clarity – Non-verbal communication has been around for centuries and it’s a way of
communicating that is not limited to just facial expressions or body language. It is also a way to
encourage clarity in conversations, especially with those who do not speak the same language. With
the rise of social media, non-verbal communication has become more accessible and more
connecting.

• Non-verbal communication can substitute for verbal communication – The non-verbal message
conveys the same meaning as the verbal message. For example, if a person is visibly upset then
their face should show this emotion. It is also important for people to be aware of how much non-
verbal communication goes on around them so that they can adjust accordingly.

• Useful for illiterate people – A lot of people wonder why it’s important to have non-verbal
communication if you can’t read body language. Well, for the illiterate people, verbal
 communication is not an option because they don’t know how to read. This means that their
communication is limited to the use of actions and gestures.

• Useful for specially abled people – Communication is a huge part of life, and it is often taken
for granted. However, communication is difficult for some people who are unable to speak, read
lips or hear well. Verbal communication can be difficult for these individuals as well, even when
it’s just something simple like asking for directions. Non-verbal communication is the most
common form of communication and can help those who have special needs.

• Impactful and effective – Non-verbal communication can often be more effective than verbal
communication because we unconsciously tend to pay more attention to non-verbal facial
expressions, tone of voice, and body language. Another advantage is that it’s less likely for people
to misread our non-verbal cues and misunderstand what we are saying.

• Quicker transmission of messages – Language is one of the most important things to

communicate with others, especially in a business setting. With non-verbal communication, you
are able to relay messages more quickly and effectively than verbal. Moreover, non-verbal
communication is a powerful way of connecting with others. You can use non-verbal messages to
express what you are thinking or feeling without having to talk about it. Non-verbal messages are
able to carry more emotional weight than verbal ones.

• Reduces wastage of time – Verbal communication can be a time-consuming activity, especially

when trying to convey complex messages or intentions. This is because verbal communication
takes up more effort than non-verbal communication. Non-verbal communication, on the other
hand, is economical of time and is easier for others to understand.
Disadvantages of Non-Verbal Communication

Non-verbal communication is a big part of our daily lives. Whether it is at work, with family or friends,
non-verbal communication can help us to express what we want to say and how we feel. But non-verbal
communication is not without its disadvantages; one being that our body language and facial expressions
can easily be misinterpreted. Other disadvantages of non-verbal communication are as follows:

• Imprecise and vague – It is true that non-verbal communication is poor in conveying specific
information and often leaves people with a feeling of uncertainty. It is less precise than verbal
communication, which can increases chances of misinterpretation

• Long conversations are not possible – Non-verbal communication is often used for
communication so verbal language can be saved for more important matters. People who have a
hard time understanding or expressing themselves verbally often use body language or facial
expressions to get their point across. However, non-verbal messages can only convey what they
want in the moment; they cannot keep up with the flow of dialogue between two people.

• Meaning varies across cultures – Verbal communication is a lot easier to understand and take in
because it is explained with words. Non-verbal communication is often the opposite of this and
can be difficult to understand. For example, the hand sign where the index finger touches the
thumb while forming an ‘O’ refers to “okay” or “super” in Indian culture. However, this same
sign has a derogatory meaning in other cultures, notably in South America.

• Might Distort information – Non-verbal communication is very complex and relies heavily on
visual cues. One key challenge to non-verbal communication is that it can be misinterpreted,
which can lead to misinterpretations in verbal communication. Non-verbal signals can also be
confused with one another.
Differences between verbal and non verbal communication

Verbal communication uses oral or written words whereas non-verbal communication will not use any
kind of written words. Verbal communication is of only two types but, non-verbal is of many types like
audio, visual and silent, etc. Non-verbal is difficult to understand whereas verbal is very easy to
understand. In verbal communication, there is less chance for confusion and misunderstanding than
nonverbal as it is conveyed through wordless cues. The degree of formality is very less in non-verbal
communication and verbal is more formal.

Verbal communication Non-verbal communication

Exchange of information by words Exchange of information by wordless clues
Has less chance of confusion Has high chance of confusion
It is easy to understand It is difficult to understand
It is highly structured and formal It lacks structure and highly informal
The presence of two persons is not necessary The presence of two persons are necessary

Visual communication

Meaning of visual communication

The communication which is done through sight is called visual communication. It makes the most use of
visual element to pass across visual content for a superb user experience. Such as facial expression,
gesture, eye contact, signals, map, chart, poster etc. It also includes graphic design, illustration and
animation, books, print, magazines, screen-based media, interactive web design, motion graphics, short
film, visual imagery for advertising and promotion, corporate identity and packaging design etc.

Visual presentation of information and data is having an increasing impact on our practical life. In spite of
having impact on our life, visual communication is not alone sufficient for exchanging information. For
example, some visual communication design include indicating ‘danger’ with red sign, to indicate ‘no
smoking’; we use an image showing a lighted cigarette with across mark on it etc.

So, it is a communication where the ideas and information can be read or viewed through the means of
visual aid.

Advantages of visual communication

Nowadays, most of business organizations are using visual communication strategy to present
information. It is becoming very popular day by day. Visual presentation is beneficial for many reasons.
Some of them are as follows:

• Effective for illiterate receiver: If the receivers are illiterate, visual communication will be more
effective to exchange information. They can easily understand the visual content.

• Helps in oral communication: Visual techniques can be used with oral communication. Oral
communication becomes more meaningful if key elements such as graphs, pictures and diagrams
are used with it.
 • Easy explanation: Everyone can explain the meaning very easily. Easy explanation has made
visual techniques more popular. The avoidance of critical perspectives has improved the usability
of graphic elements for achieving communication goal.

• Simple presentation: Complex information, data and figures can be easily presented very simply
on killer infographics such as graphs, pictures and diagrams.

Why is communication fundamental?

Communication is a fundamental feature of humanity. The ability to communicate – to receive, process,

store and produce messages – is central to human interaction and participation. All humans, regardless of
their age or capacity, send and receive messages.

COMPONENTS OF COMMUNICATION
These are the different parts that make up communication process. In other sources, some of these
components are matched, i.e 4/5,6/7. Here we look at them separately.

1. Senders & Receivers

There’s no communication without someone to send a message and someone to receive it. Whether it’s a
lecturer orally to their students or an individual making eye contact with someone across a crowded bar,
communication is about making a connection. The role of sender and receiver may be fixed, as in a
superior officer delivering orders his inferiors.

2. The Message

What is being said, signed, gestured or read? Whether verbal or non-verbal, this is what the sender is
attempting to communicate to the receiver. In the previous example of an officer giving orders to a
private, the order is the message.

3. The Code

A code is simply the system used to formulate the message. Oral language is a code, and so is the written
word. For a code to be effective, it must be mutually intelligible to speaker and receiver.

4. The Channel

A message is formatted in code, but what do we call the means of passing or transmitting that code?
Channels. In a sense, the most basic channel is the human voice — the vibration of one’s vocal cords
allows the message, encoded in language, to be captured by the receiver. Most of the time when we refer
to channels, we’re looking at tools that expand the capacity of our bodies to communicate. Examples of
channels include fibre-optic cables, radio signals, print materials or even simple semaphore flags.

5. The Medium

If the channel is the means of transmission, the medium is the means of communication. The difference
between them is easier to understand by looking at examples. A television show is a medium, while
television itself is a channel. A poem is a medium, whereas the book which holds it is a channel.

Each medium exerts a powerful influence on the message which it communicates; we would likely be
struck by lightning if we didn’t allude to theorist Marshall McLuhan’s revolutionary maxim “The medium
is the message.” What McLuhan meant, in its simplest formulation, is that each medium has powerful
tropes, strengths and limitations which profoundly shape the way a message is created and received.

6. The Noise

“Noise” in communication is both literal and figurative. Sometimes noise is physical interference in a
signal, as when a storm disrupts a satellite uplink. Sometimes noise is mental: For example, a prejudice or
bias against the sender may impair the receiver’s ability to accept their message. Finally, there is semantic
noise. This can be thought of as an issue in the code. If a lecturer bombards their first-year students with
jargon, their message will be lost because the receivers lack the specialized knowledge to comprehend it.

7. The Environment

This is the context in which communication takes place. It influences how messages are sent and
received. Think of how cultural context affects what can and can’t be spoken publicly. Imagine trying to
have an intimate conversation with a total stranger while a train rolls by. Context matters!

8. Feedback

It is important to avoid becoming so involved in the act of explaining something that feedback from the
receiver is overlooked. Feedback helps us to calibrate how our message is being taken, and to make
adjustments based on whether this feedback is positive or negative. Most humans have a certain innate
capacity for this, but this capacity must be developed via socialization (or in the case of students, through
study) to reach full fruition.

Taken together, these eight concepts help us to understand how communication works and what may have
gone wrong when it doesn’t. If you’re curious about learning more about this field, we invite you to reach
out for information on our online Communications Master’s program.