Lec 1 Communication – meaning and process –Functions and Types of

communication

COMMUNICATION
Origin
The world ‗Communications‘ comes from the Latin word ‗ communis’, meaning
common. This implies that when we communicate, we are trying to establish
‗Commonality‘ with someone through a message. Communication, then, is a conscious
attempt to establish commonality over some idea, fact, feelings and the like, with others.
In essence, it is a process of getting a source and a receiver tuned together for a particular
message or a series of messages.

DEFINITIONS OF COMMUNICATION
 Communication is anything that conveys meaning, that carries a message from one
person to another‘ [Brooker, 1949]
 Communication is a process by which two or more people exchange ideas, facts,
feelings, or impressions in ways that each gains a common understanding of meaning,
intent and use of message.[ Leagans, 1961]
 Communication may be defined as a process by which an individual – the
communicator, transmits (usually verbal symbols) to modify the behaviour of other
individuals Communicates‘. [Hovland,1964]
 Communication has as its central interest those behavioural situations in which a
source transmits a message to a receiver(s) with conscious intent to affect the latter‘s
behaviour‘. [ Miller,1966]
 Communication is the process of affecting an interchange of understanding between
two or more people‘. [Thayer,1968]
 Communication is a purposeful process, which involves sources, messages, channels,
and receivers‘. [ Andersch et al, 1968].
 Communication is the process by which the messages are transmitted from the source
to the receiver.[Rogers,1983]
 Communication is the process by which messages are transferred from a source to
receiver (Rogers and Shoemaker, 1971).

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 Communication is the process of sending and receiving messages through channels
which establishes common meanings between a source and a receiver (Van den Ban
and Hawkins, 1988).

FUNCTION OF COMMUNICATION
Communication has four basic functions
1) Information function: The basic requirement of adapting and adjusting oneself to
the environment is information. There must be some information which concerns the
people. The getting or giving of information underlies all communication functions,
either directly or indirectly.
2) Command or instructive function: Those who are hierarchically superior, in the
family, society or organization, often initiate communication either for the purpose of
informing their subordinates or for the purpose of telling them, what to do, how to do,
when to do etc. The command and instructive functions of communication are more
observable in formal organizations.
3) Influence or persuasive function: According to Berlo (1960), the sole purpose of
communication is to influence people, persuasive function of communication is
extremely important for extension in changing their behavior in the desirable
direction.
4) Integrative function: A major function of communication is integration at the
interpersonal or at the organizational level. This helps to maintain individual, societal
or organizational stability and identity.
TYPES OF COMMUNICATION
Types of communication may be different according to media and means adopted.
Communication is the flow of messages from communicator to the receiver. The
organization is concerned with flow of communication. As such, it may flow by words,
letters, symbols or messages. Thus, the total communication set up is broadly classified
as follows:
According to organizational structure and function
a. Formal
b. Informal
According to the directions of flow
c.Downward communication
d.Upward communications
e.Horizontal Communication or lateral communication or cross wise
Communication

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2. According to way of expression
a. Oral or verbal communication
b. Written communication or black and white communication
c. Non-verbal communication

I. ACCORDING TO ORGANISATIONAL STRUCTURE

a. Formal communication
When information is transmitted by virtue of one‘s status, placement in the
organization it is termed as formal communication. It flows through officially prescribed
route in which there are officially recognized positions. E.g.: Executive instructs his
subordinates. It is a two way communication
b. Informal or grapevine communication
When an informal channel is used to communicate it is termed as grapevine or
informal communication. It is information communication network formed out of
personal relationship, social and group relations but not out of position of line of
authority, superior and Subordinate or based on organisational hierarchy. IT IS A QUICK
VEHICLE FOR MESSAGE. E.g.: RUMOURS Informal communication may be
conveyed by a simple glance, gesture, smile or mere silence.

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II. ACCORDING TO DIRECTION OF FLOW
a. Down ward communication
When information comes from higher level to a lower level in the orgnisation
structure, it is termed as downward communication. E.g. Information passes through
written orders, reports, rules, Instructions, manuals, policy directives etc,
Down ward communication is needed
 To get things done
 To prepare for changes
 To discourage misinformation and suspicion
 To let the people feel the pride of being relatively well informed.
b. Up ward communication
Whenever information moves from a lower level to a higher level in the
organization it is named as upward communication. Through this, executives can know
the activities and progress achieved by their subordinates.
c. Horizontal communication / side ways / lateral / crosswise /inter scalar
communication
A communication is said to be horizontal when it takes place between two
subordinates of the same superior.
III. ACCORDING TO THE WAY OF EXPRESSION
a. Verbal or oral communication
The process is a face to face conversation through oral words or words of mouth.
It is the most widely practiced medium of communication
b. Written Communication
The process involves sending message by written words. Media for written
communication are letters, circulars, notes, explanation and memorandum.
c. Non – Verbal communication
One of the multimedia of communication is non-verbal communication or
communication by implication. Communicating a message without using arbitrary
symbols i.e., words or meaning of words is termed as ‗non-verbal communication or
word-less communication. Non – verbal messages consists of hidden messages. It is the
cues which convey message. These messages are necessarily wordless or non-verbal,
conveyed through without resorting to words or meaning of words, but conveyed through
other media like spatial, Kinesics, oral cues, objective language, action etc., Kinesics is
the most generally used medium of non-verbal communication. Non – Verbal
communication includes all messages other than those expressed in oral or written words.
Smile symbolizes friendliness, in much the same way as cordiality is expressed in words.

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ELEMENTS OF COMMUNICATION
I. The Communicator
This is the person who starts the process of communication in operation. He is the source
or originator of messages. He is the sender of messages. He is the first to give expression
to message intended to reach an audience in a manner that results in correct interpretation
and desirable response. When a communicator does not hold the confidence of his
audience, communication as conceived will not take place.

Characteristics of good communicator

1. The Communicator Knows -
• The specifically defined objectives.
• The needs, interests, abilities etc. of the audience.
• The content, validity, usefulness and importance of the message
• The channels that will reach the audience and their usefulness
• The tactics of organising and treating the message
• His/her professional abilities and limitations.
2. The communicator is interested in -
• The intended audience and their welfare
• The specific message and its effects in helping the people
• The entirety of communication process
• The proper use and limitation of communication channels.

3. The communicator prepares -

• A specific teaching plan for communication
• Materials and equipments needed for communication
• A plan for evaluation of results.

4. The communicator has skill in

• selecting messages
• Treating messages
• Expressing messages in verbal and written forms
• The selection and use of channels

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 • Understanding the audience
• Collecting evidence of results.
Characteristics of Poor Communicator.
• Fail to have ideas to present that are really useful to the audience.
• Fail to give the complete story and show its relationship to people's problems
• Forget that time and energy are needed to absorb the material presented.
• Feel they are always clearly understood.
• Refuse to adjust to 'closed' minds.
• Talk while others are not listening.
• Get far too ahead of audience understanding.
• Fail to recognise others' view - point and develop presentation accordingly
• Fail to recognise that communication is a two-way process.
• Let their own biases over-influence the presentation.
• Fail to see that everyone understands questions brought up for discussion
• Fail to provide a permissive atmosphere.
• Disregard the values, customs, prejudices and habits of people with whom they
attempt to communicate.
• Fail to start where people are, with respect to knowledge, skill, interest and need.

II. Message or content

A message is the information communicator wishes his audience to receive,
understand, accept and act upon. Messages, for example, may consist of statements of
scientific facts about agriculture, sanitation or nutrition; description of action being taken
by individuals, groups or committees ; reasons why certain kinds of action should be
taken ; or steps necessary in taking given kinds of action.

Characteristics of good message

A good message must be -
• In line with the objectives to be attained.
• Clearly understandable by the audience
• In line with the mental, social, economic and physical capabilities of the audience

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 • Significant-economically, socially or aesthetically to the needs, interests and
values of the audience.
• specific in terms of audience and locale
• Accurate so as to be scientifically sound, factual and current in nature.
• Appropriate to the channel selected.
• Appealing and attractive to the audience signifying the utility values and
immediacy of use.
• Adequate in such a way to have effective proportionate combination of principle
and practice manageable so as to be handled by the communicator within the
resources availability.

In contrast, poor communicators often commit the following which the effectiveness
of message sending :
 Fail to clearly separate the key message from the supporting content or subject-
matter.
 Fail to prepare and organise their message properly.
 Use inaccurate of 'fuzzy' symbols-words, visuals, or real objects-to represent the
message.
 Fail to select messages that are sharply in line with the felt needs of the audience.
 Fail to present the message objectively-present the material, often biased, to
support only one side of the proposition.
 Fail to view the message from the standpoint of the audience.
 Fail to time the message properly within a presentation or within a total
programme.
Selecting and 'packaging' messages so they have a good chance of being
understood, accepted and acted upon when received is a crucial step in the
communication process. It is one of the six keys to success in efforts to influence people
to change their ways of thinking and of doing, that lead to social and economic
improvement.

III. Channels of Communication

The sender and the receiver of messages must be connected or 'tuned' with each
other. For this purpose, channels of communication are necessary. They are the physical
bridges between the sender and the receiver of messages-the avenues between a

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communicator and an audience on which messages travel to and for. They are the
transmission lines used for carrying messages to their destination. Thus, the channels
serve as essential tools of the communicator.

A channel may be anything used by a sender of messages to connect him with

intended receivers. The crucial point is that he must get in contact with his audience. The
message must get through.
However, channels are no good without careful direction or use in the right way, at the
right time, to do the right job, for the right purpose with the right audience, all in relation
to the right message. So, proper selection and use of channels constitutes a third
determinant of successful communication. Without proper use of channels, messages, no
matter how important, will not get through to the intended audience. Many obstructions
can enter channels. These are often referred to as 'noise' - that is, some obstruction that
prevents the message from being heard by or carried over clearly to the audience. 'Noise'
emerges from a wide range of sources and causes.

Sources and causes for noise:

 Failure of a channel to reach the intended audience. Usually, no one channel
will reach an entire audience. Some examples: Meetings-all people cannot or may
not attend. Radio-all people do not have access to a receiving set or may not be
tuned in if they did. Written material-many people cannot read, and others may
not.
 Failure on the part of a communicator to handle channels skillfully. If a
meeting, tour, radio programme or any other channel is not used according to
good procedure and technique, its potential for carrying a message is dissipated.
 Failure to select channels appropriates to the objective of a communicator. All
channels are not equally useful in attaining a specific objective.
 Failure to use channels in accordance with the abilities of the audience. Written
materials, for example, cannot serve as useful channels for communicating
information to people who are unable to read or to understand the level of
complexity or abstraction of the message.
 Failure to avoid physical distraction. When using the channel of meetings, for
example, distractions including people moving in and out, loud noises in or out of
the group, heat, lighting, crowded condition and many other forms of distraction
often obstruct successful message sending.

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  Failure of an audience to listen or look carefully. The only messages that get
through to an audience are those which are heard, seen or experienced.
An unfortunate tendency of people is not to give undivided attention to the
communicator. This is a powerful obstruction that prevents messages from
reaching desired destination.
 Failure to use enough channels in parallel. The more channels a communicator
uses in parallel or at about the same time,. the more chances he has for the
message getting through and being properly received . No single channel will
ordinarily reach all people who need to receive a message. Research indicates that
up to five or six channels used in combination are often necessary to get a
message through to large numbers of people with enough impact to influence
significant changes in behaviour.
 Use of too many channels in a series. An important principle of communication
is that the more channels used in a series the less chance a communicator has for
getting his message through to the intended audience. In this context, the
following principles are to be borne in mind : (1) The more steps by which the
communicator is removed from his intended receiver, the greater are his chances
of losing the proper message. (2) When lines of communication get too long for
assured communication they can be improved in two primary ways : (a) by using
additional channels in parallel, and (b) by eliminating some of the channels in the
series.

IV. Treatment of Messages

Treatment has to do with the way a message is handled to get the information
across to an audience. It relates to the technique, or details of procedure, or manner of
performance, essential to expertness in presenting messages. Hence, treatment deals with
the design of methods for presending messages. Designing the methods for treating
messages does not relate to formulation of the message or to the selection of channels,
but to the technique employed for presentation within the situation provided by a
message and a channel. The purpose of treatment is to make the message clear,
understandable and realistic to the audience. Designing treatment usually requires
original thinking, deep insight into the principles of human behaviour and skill in creating
and using refined techniques of message presentation. Treatment of messages can be
varied in an almost infinite number of ways. The following are the three categories of
bases useful for varying treatment

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a. Matters of general organisation:
 Repetition of frequency of mention of ideas and concepts
 Contrast of ideas.
 Chronological-compared to logical, compared to psychological.
 Presenting one side compared to two sides of an issue.
 Emotional compared to logical appeals.
 Starting with strong arguments compared to saving them until the end of
presentation.
 Inductive compared to deductive.
 Proceeding from the general to the specific and vice versa.
 Explicitly drawing conclusions compared to leaving conclusions implicit for
the audience to draw.
b. Matters of speaking and acting:
 Limit the scope of presentation to a few basic ideas and to the time allotted. Too
many ideas at one time are confusing.
 Be yourself. You can't be anyone else. Strive to be clear, not clever.
 Know the facts. Fuzziness means sure death to a message.
 Don't read your speech. People have more respect for a communicator who is sure
of his subject.
 Know the audience. Each audience has its own personality. Be responsive to it.
 Avoid being condescending. Do not talk or act down to people, or over their
heads.
 Decide on the dramatic effect desired. In addition to the content of messages, a
communicator should be concerned with 'showmanship'. Effective treatment
requires sincerity, smoothness, enthusiasm, warmth, flexibility and
appropriateness of voice, gestures, movements and tempo.
 Use alternative communicators when appropriate, as in group discussions, panels,
interviews, etc.Remember that audience appeal is a psychological bridge to
getting a message delivered.
 Quit on time. Communicators who stop when they are 'finished' are rewarded by
audience goodwill.

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c. Matters of symbol variation and devices for representing ideas:
To represent ideas by effective treatment with reference to the desired behavioural
changes, a variety of audio-visual aids may be used. Communicators should be aware that
teaching message to achieve maximum audience impact is a highly professional task.
Treatment is a creative task that has to be 'tailor-made' for each instance of
communication. Experience, thinking and planning, skill in verbalisation and writing,
understanding of the principles of teaching and learning, knowledge of a) the subject b)
the audience to be reached and c) skill in the use of channels etc will help the
communicator to undertake the process of message treatment.

V. The Audience
An audience is the intended receiver of message. It is the consumer of messages.
It is the intended respondent in message sending, and is assumed to be in a position to
gain economically, socially or in other ways by responding to the message in particular
ways. In good communication the communicator already identifies the audience aims at..
The importance of clearly identifying an audience cannot be over-stressed. The
more homogeneous an audience, the greater the chances of successful communication.
Likewise, the more a communicator knows about his audience and can pin-point its
characteristics the more likely he is to make an impact.
The following are some of the issues to clarify the nature of audience:
• Communication channels established by the social organisation.
• The system of values held by the audience-what they think is important.
• Forces influencing group conformity-custom, tradition etc.
• Individual personality factors-susceptibility to change etc.
• Native and acquired abilities.
• Educational, economic and social levels.
• Pressure of occupational responsibility-how busy or concerned they are.
• People's needs as they see them, and as the professional communicator sees them.
• Why the audience is in need of changed ways of thinking, feeling and doing.
• How the audience views the situation.
It is useful to a communicator to understand these and other traits of an audience
in making his plan for communication.

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VI. Audience Response
This is the terminating element in communication applied to rural development
programmes. Response by an audience to messages received is in the form of some kind
of action of some degree, mentally or physically. Action, therefore, should be viewed as a
product, not as a process; it should be dealt with as an end, not as a means. Consequently,
the five elements hither to analysed viz., communicator, message, channel, treatment and
audience are intended to be viewed as an organised scheme (means) for attaining the
desired action (end) on the part of an intended audience.

VII. Feed back

Extension communication is never complete with out feedback information.
Feedback means, carrying some significant responses of the audience back to the
communicator, communication work is not an end in itself communicator should know
what has happened to the audience, the farmers, after the message has reached them.
For effective communication, feedback is of paramount importance. It concerns to
and fro communication. This return process is called feed back . It serves to control and
the signals and go forward. It also serves to realign all the signals within the network in
relation to one another . Feedback‘s an error-correcting mechanism that can overcome
noise. It makes persons truly interacting members of a communication system and tells us
how our message are being interpreted. An experienced communicator is attentive to
feedback and constantly modifies his message in the light of what he observe in, or hears,
from the audience.
Feed back provides the source with the information concerning his success in
accomplishing his objective. In doing its exerts control over future messages which the
source encodes.

Characteristics
Feedback has the following characteristics.
 Feedback is source oriented.
 Feedback varies in different communication situation
 Feedback affects the source or communicator.
 Feedback exerts control over future messages.
 Feedback affects communication fidelity.
 Feedback maintains the stability and equilibrium of communication system.

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