Technical Communication

Unit-1

The word communication is derived from the Latin word “communicare” which
means “to share” i.e., to share information, ideas, knowledge and emotions amongst
people – to share meaning. It is also thought that the Latin word “communis” which
means “commonness” is another root word for communication. Hence,
Communication is the process of exchanging information, ideas, and feelings
between two or more people. It is essential for all aspects of life, from personal
relationships to business transactions.

Role of Communication:

In the workplace, communication is essential for:

 Collaboration: Communication allows team members to work together

effectively and efficiently.

 Problem-solving: Communication helps to identify and solve problems.

 Decision-making: Communication allows for the sharing of ideas and

perspectives, which can help to make better decisions.

 Motivation: Communication can help to motivate and inspire employees.

 Customer service: Communication is essential for providing excellent

customer service.

In our personal lives, communication is important for:

 Building relationships: Communication helps us to connect with others and
build strong relationships.

 Expressing ourselves: Communication allows us to share our thoughts and

feelings with others.

 Solving problems: Communication can help us to resolve conflicts and

problems.

 Making decisions: Communication can help us to make informed decisions.

 Learning and growing: Communication helps us to learn and grow as

individuals.

In our social life, communication plays roles of:

 Build relationships: Communication is essential for building and

maintaining relationships. It allows us to connect with others, share our
experiences, and build trust.

 Resolve conflict: Communication can be used to resolve conflict by helping

people to understand each other's perspectives and find common ground.

 Create change: Communication can be used to create change by raising

awareness of issues, mobilizing people to act, and influencing decision-
makers.

 Meet social expectations: Communication is also used to meet social

expectations. For example, we use communication to greet others, thank them,
and apologize.
Effective communication is essential for success in both our personal and
professional lives. There are many different types of communication, including
verbal, nonverbal, written, and visual. The most effective communication is clear,
concise, and tailored to the specific audience.

Here are some tips for effective communication:

 Be clear and concise.

 Tailor your message to the audience.

 Be aware of your nonverbal communication.

 Be an active listener.

 Be open to feedback.

 Be respectful of others.

Communication is a complex process, but it is essential for our success in all areas
of life. By understanding the role of communication and practicing effective
communication skills, we can build stronger relationships, solve problems, make
better decisions, and achieve our goals.

Here are some of the key elements of effective communication:

 Clarity: The message should be clear and easy to understand.

 Accuracy: The message should be accurate and truthful.

 Relevance: The message should be relevant to the recipient.

 Timeliness: The message should be delivered in a timely manner.

  Consideration: The message should be delivered in a way that is
considerate of the recipient's feelings and needs.

By following these principles, we can improve our communication skills and make
our messages more effective.

Purpose of Communication:

The purpose of communication is to share information, ideas, and feelings. It can be

used to:

 Inform: This is the most common purpose of communication. We use it to

share facts, data, and knowledge. For example, a doctor might communicate
with a patient to inform them about their diagnosis.

 Persuade: Communication can also be used to persuade others to think or act

in a certain way. For example, a politician might use communication to
persuade voters to support them.

 Entertain: Communication can also be used to entertain others. For example,

a comedian might use communication to make people laugh.

The specific purpose of communication will vary depending on the situation.

However, all communication has the goal of creating understanding between the
sender and the receiver.

Process of Communication

The process of communication refers to the transmission or passage of information

or message from the sender through a selected channel to the receiver overcoming
barriers that affect its pace. It is a cyclic one as it begins with the sender and ends
with the sender in the form of feedback. It takes place upward, downward and
laterally throughout the organization. The process of communication as such must
be a continuous and dynamic interaction, both affecting and being affected by many
variables.

The important steps of the process of communication are as follows:

 Sender: The very foundation of communication process is laid by the person

who transmits and sends the message. He is the sender of the message which
may be a thought, idea, a picture, symbol, report or an order and postures and
gestures, even a momentary smile. The sender is therefore the initiator of the
message that needs to be transmitted. After having generated the idea,
information etc. the sender encodes it in such a manner that can be well-
understood by the receiver.
 Message: Message is referred to as the information conveyed by words as in
speech and write-ups, signs, pictures, or symbols depending upon the situation
and the nature and importance of information desired to be sent. Message is
the heart of communication. It is the content the sender wants to convey to the
receiver. It can be verbal both written and spoken; or non-verbal i.e., pictorial
or symbolic, etc.
 Encoding: Encoding is putting the targeted message into appropriate medium
which may be verbal or non-verbal depending upon the situation, time, space
and nature of the message to be sent. The sender puts the message into a series
of symbols, pictures or words which will be communicated to the intended
receiver. Encoding is an important step in the communication process as
wrong and inappropriate encoding may defeat the true intent of the
communication process.
 Channel: Channel(s) refers to the way or mode the message flows or is
transmitted through. The message is transmitted over a channel that links the
sender with the receiver. The message may be oral or written and it may be
transmitted through a memorandum, a computer, telephone, cell phone, apps,
or televisions.
 Receiver: Receiver is the person or group who the message is meant for. He
may be a listener, a reader, or a viewer. Any negligence on the part of the
receiver may make the communication ineffective. The receiver needs to
comprehend the message sent in the best possible manner such that the true
intent of the communication is attained. The extent to which the receiver
decodes the message depends on his/her knowledge of the subject matter of
the message, experience, trust, and relationship with the sender.
 Decoding: Decoding refers to interpreting or converting the sent message into
intelligible language. It simply means comprehending the message. The
receiver, after receiving the message interprets it and tries to understand it in
the best possible manner.
 Feedback: Feedback is the ultimate aspect of the communication process. It
refers to the response of the receiver as to the message sent to him/her by the
sender. Feedback is necessary to ensure that the message has been effectively
encoded, sent, decoded and comprehended. It is the final step of the
communication process and establishes that the receiver has received the
message in its letter and spirit. In other words, the receiver has correctly
interpreted the message as it was intended by the sender. It is instrumental to
make communication effective and purposeful.

Levels of Communication
Human beings communicate at different levels:

 Intrapersonal Communication
 Interpersonal Communication
 Small Group Communication
 Public Communication
 Organizational Communication
 Mass Communication
 Intrapersonal Communication: Intrapersonal Communication happens
when we communicate with ourselves, which we often do for various reasons.
We talk to ourselves whenever we are in doubt, or we are suffering from
indecision or confusion or enveloped by sadness or anger etc. It is only
communicating with oneself that we formulate our decisions.
 Interpersonal Communication: It refers to all communications that we share
with other human beings. As human beings are social animals, therefore we
cannot live in isolation. We need to communicate with fellow individuals to
survive. There are various reasons for these communications such as –
personal, emotional, psychological, social, professional, cultural etc. In most
cases, it is interpersonal communication that is studied academically to
improve communication skills and to become an effective communicator.
 Small Group Communication: It involves give-and-take exchanges between
a relatively small group of people. A small group involves at least three but
has no precise upper limit. The important thing is not how many people are
involved but whether the people are aware of each other as individuals and
are able to participate in the discussion. Some examples are – Family
discussion at dinner table, in the living room, peer play group of children,
recreational and athletic teams, worship groups etc.
 Public Communication: It involves face-to-face exchanges between people
in situations where roles of speaker and listener are relatively fixed. A lecture,
a theatrical production, a concert, a religious service, a political debate, a court
trial, and a legislative hearing are all instances of public communication.
 Organizational Communication: Communication that happens within an
organization is termed as organizational communication. No organization can
survive, prosper or progress if the employees of the organization do not
communicate with each other and with the outside world. Thus,
communication is the basic need of an organization. There are different kinds
of communication within an organization:
 Internal-Operational: It occurs within an organization, but it is
operational and professional in nature.
 External-Operational: It takes place with people/organizations
outside, about professional things.
 Personal: Communication in an organization does not only deal at
professional front but also at personal level that escalates interpersonal
relationship.
 Mass Communication: Mass communication may be defined simply as
messages transmitted through electronic or print media and directed at great
number of people. Mediums like newspapers, magazines, journals, books,
audio-visual mediums (radio, T.V., and internet etc.) are used to communicate
with the masses. Even musical and theatrical performances, cinema etc. are
forms of mass communication. With the advent of new media – bulk SMS,
emails and other different forms of advertisement have also become very
significant devices of mass communication. Many features of mass
communication distinguish it from other forms of communication. Mass
 communication is also directed to a relatively large and anonymous audience
– “to whom it may concern”.

Types of Communication-

Communication can be divided into two categories:

1.Verbal Communication
2. Non-Verbal Communication.

1. Verbal Communication: It includes both oral and written communication where

language is used according to the established rules of grammar/syntax to
communicate emotions and feelings, and to share information and meaning. “Oral
communication is done by transmitting sounds; while in written communication,
symbols are used.”

2. Non-verbal communication: It includes any communication which is neither oral

nor written, and includes modes such as postures, gestures, dressing, etc. Non-
verbal communication is very significant as sometimes “actions speak louder than
words.” We can cover up our emotions and feelings by masking them in words, but
in most cases, it becomes very difficult to hide them completely because our gestures
etc. give us away. Therefore, it is significant that to be an effective communicator
one not only needs to master language, but also work on voice and body language,
as these are important mediums of communication. Similarly, if one wants to
understand a message completely, then it is important that one learns to interpret
non-verbal cues.

“An effective communicator should not only master language, but should also
use gestures, postures and expressions effectively.”
Types of Non-Verbal Communication-

1. Kinesics: Kinesics is the technical term for ‘body language’. Often the physical
movement of the body and its study is known as Body Language or Kinesics. In
this connection Raymond and John rightly remarked, “Kinesics is the way the
body communicates without words, that is, through various movements of its
parts.” Hence, we can communicate or send messages even by nodding our head,
blinking the eyes, shrugging our shoulders or waving our hands.

When we study body language, we look at the meaning of symbols that the physical
movements of the body are communicating. Through outward body movements true
inner emotions are reflected. For the expression of these inner body states, the face
and eyes, gestures and physical appearance are to be studied. For self-control, the
presenter should pay attention to his body language, for which the given parts of
kinesics should be considered.

2. Proxemics: It is the study of physical space in interpersonal relationships.

Edward T. Hall (1966) divides the communication space into four distinct zones.

 Intimate Zone (18 inches or one and a half feet): Members of the family,
parents, spouses, and relatives fall under this zone.
 Personal Zone (18 inches to 4 feet): Close friends, colleagues, peers etc. fall
under this tier.
 Social Zone (4 feet to 12 feet): Official or formal relationships.
 Public Zone (12 feet to 30 feet): When addressing a huge mass for instance,
public figures like Prime Minister of a country have to maintain this distance
for security reasons.
3. Chronemics: How we manage our time communicates a lot about the kind
of person we are. The study of the use of time to communicate is known as
Chronemics. In the professional world, time is a valuable resource. When we are
late for an appointment, people react negatively. If we arrive early, we are
considered over-eager. Therefore, it is better to be always on time. By valuing
someone else’s time, we communicate our professionalism or seriousness both
subtly and explicitly.

4. Haptics: Haptics is a Language of Touch. We also communicate with our

sense of touch. For instance, you have been to an International Conference where
you have presented a paper which was highly appreciated by an International
Community. You come back to college and others congratulate you. When your
friend meets you, she/he embraces you. Embracing is the means that your friend
feels is a more spontaneous form of communication than merely congratulating
with words. The way we communicate by our physical contact or by touching
the other person is known as Haptics. Embracing, patting, slapping, shaking
hands are ways of communicating.

5. Paralinguistic Features: Paralinguistics are the aspects of spoken

communication that do not involve words. These may add emphasis or shades
of meaning to what people say. Some definitions limit this to verbal
communication that is not words. These are also called Vocalics.

Features of Paralanguage:

(i) Pitch: Pitch is the highness or lowness of the voice; it is like pitch on a
musical scale. We associate higher pitches with female voices and lower pitches
with male voices. We associate low-pitched voices with strength, sexiness, and
maturity, and high-pitched voices with helplessness, tension, and nervousness.
We also vary our pitch to reflect our mood and interest in conversing. Your pitch
expresses your emotional state; or making a statement or asking a question.

(ii) Volume: The power of your voice, its loudness or volume, also affects
perceptions of intended meaning. Some whisper or blast through their volume.
An aggressive person is often very loud. In contrast, if you are soft spoken, others
may take your behavior nervousness. Effective Interpersonal Communicators
Regulate Volume to Promote Meaningful Interaction. Your volume should
reflect the nature of your message.

(iii) Pace/Rate: Speaking rate is the third vocal signal affecting the
communication of meaning. Most of us speak at an average rate of 150 words
per minute. When we speed up our speech, exceeding 275 to 300 words per
minute, it is difficult for others to comprehend what we are saying, and our
message thus becomes virtually unintelligible. In contrast, if we speak too
slowly, others may perceive us as tentative or lacking in confidence or
intelligence. It quickens to relay agitation, excitement, and happiness, and it falls
to convey seriousness, serenity, or sadness.

(iv) Articulation and Pronunciation: The sound attributes of articulation and

pronunciation affect message intelligibility as well as perceptions of credibility.
Articulation is the way you pronounce individual sounds. Ideally, even during
person-to-person contact, the sounds of your speech are sharp and distinct. When
you fail to utter a final sound (a final t or d, for example), fail to produce the
sounds of words properly. When you mispronounce a word, you may suffer a
loss of credibility, and those listening to you may find it more difficult to make
sense of what you are saying.
 (v) Voice Modulation: Intonation refers to the tonal variation, modulation
pertains to the way we regulate, vary, or adjust the tone, pitch, and volume of
the sound or speaking voice. Modulation of voice brings flexibility and vitality
to your voice, and you can express emotions, sentiments, impatience, careful
planning, despondency and suspicions etc. If you do not pay special attention to
the modulation of your voice, then your voice becomes flat. Word stress and
sentence stress also play an important role in voice modulation.

(vi) Hesitations and Silence: Hesitations and silence are the final paralinguistic
variables we will consider here. Knowing when to pause is a critical skill. When
nervous or tense, we may exhibit a tendency to fill all pauses. Some time we
insert meaningless sounds or phrases such as uh, you know, or okay in the effort
to fill voids. These non-fluencies, or hesitation phenomena, disrupt the natural
flow of speech and adversely affect how others perceive your competence and
confidence.

Flow of Communication:

Downward Communication: It flows from a superior to a subordinate. The

managing director communicating with departmental heads, a manager giving a
directive to an assistant manager, a superior instructing a worker, all are engaged in
the process of downward communication. This communication flows in forms of
notice, memorandum, circular, newsletter etc.

Merits:

 Creates a disciplined and organized working space

 Ensures proper communication of instructions and principles
  Helps maintain hierarchy
 Explains complex procedures and concepts for better understanding
 Delegation of duties and authorities

Demerits:
 Time-consuming
 Lack of proper feedback
 Loss of information
 Distortion of information
 Overall reduced efficiency

Upward Communication: This communication moves from the subordinate staff

to the superiors when the subordinates send reports to inform their superiors or to
present their findings and recommendations. In these ways, communication flows
upward. This type of communication keeps managers aware of how employees feel
about their jobs, colleagues and the organization.

Merits:

 Room for feedback and grievances

 Exchange of suggestions and required improvements
 Constructive suggestions
 Motivation
 Developing harmonious relationship with superiors

Demerits:
  Fear of superior
 Lack of initiative
 Lack of incompetence
 Hesitation and unwillingness to communicate

Lateral or Horizontal Communication: Communication between the people on

the same level of an organization may be termed as lateral or horizontal
communication. It is the most frequently used channel of communication.

Merits:

 Time saving
 Strengthens workplace relations
 Increases coordination and cooperation within an organization

Demerits:
 Bypassing
 Leads to unhealthy competition

Diagonal or Cross-wise Communication: It takes place at different levels in the

hierarchy. It flows in all directions and cuts across functions and levels in an
organization. The path is a mixture of horizontal and vertical movement. For
example, when a sales manager communicates directly with the vice-president
(Production), who is not only in different division, but also at a higher level in the
organization, they are engaged in diagonal communication. Another example, a
managing director can directly call a supervisor and give instructions. Since, there
is no specific line of command, diagonal communication is also referred to as cross-
wise, radial, or circular communication.

Advantages:

1. Though this form of communication deviates from the normal chain of command,
there is no doubt that it is quick and efficient.

2. Diagonal communication makes distortion/misinterpretation of information less

likely to happen.

2. In some situations, ignoring vertical and horizontal channels expedites actions and
prevents other employees from being used merely as conduits (channels) between
senders and receivers.

3. The increased use of email also encourages cross-wise communication. Any

employee can communicate via email with another employee regardless of the
receiver’s function or status.

Disadvantages:

 It includes possible leakage of information and increased competitiveness.

 It can cause information overload.
 It can lead to embarrassment due to bypassing the senior members.

Barriers to Effective Communication

Barriers to communication are factors or obstacles that can hinder the effective
exchange of information, ideas, thoughts, or feelings between individuals or groups.
These barriers can occur at any stage of the communication process and can prevent
the message from being accurately understood or received. Here are some common
barriers to communication.

1. Intrapersonal barriers: Intrapersonal barriers to communication are obstacles

that exist within an individual's own mind or psyche, hindering their ability to
effectively communicate with others. These barriers can have a significant impact
on how a person processes and conveys information. Here are some common
intrapersonal barriers:

 Preconceived Notions and Biases: Personal beliefs, prejudices, and biases

can cloud judgment and influence how information is processed. People may
interpret information in a way that aligns with their existing beliefs, which can
lead to misunderstandings or miscommunication.
 Varied Perception: "Varied perception" in communication refers to the
diverse ways people interpret and understand information, which can be a
significant barrier to effective communication. People come from different
backgrounds, experiences, and cultures, leading to unique perspectives. This
can result in misinterpretations, misunderstandings, and conflicts if not
managed carefully. For instance, personal experiences and beliefs shape one's
perception. Suppose a manager praises an employee's initiative, but the
employee interprets it as sarcasm due to past negative experiences. Effective
communication requires recognizing these differences and adapting one's
message to ensure clarity and avoid misinterpretations.
 Wrong Assumption: occurs when individuals make incorrect assumptions
about the intentions, knowledge, or beliefs of others, leading to
 misunderstandings or misinterpretations. For example, assuming that a
colleague is aware of a project's progress without sharing updates can lead to
confusion. In personal relationships, assuming a partner's feelings or needs
without open communication can cause conflicts. Overcoming this barrier
requires clarity, active listening, and a willingness to ask clarifying questions
to ensure mutual understanding and prevent erroneous assumptions from
derailing effective communication.

2. Interpersonal Barriers: Interpersonal barriers in communication are obstacles

that arise due to the dynamics between individuals involved in a conversation. These
barriers can include poor listening skills, emotional disconnect, differences in
communication styles, and lack of empathy. For example, when one person
dominates a conversation without allowing others to speak, it hinders effective
communication. Overcoming interpersonal barriers requires active listening, mutual
respect, and the ability to understand and adapt to the communication preferences
and emotional states of others, ultimately fostering better understanding and more
effective interpersonal interactions.

 Limited Vocabulary: It arises when individuals have a restricted range of

words or lack the appropriate terminology to express their thoughts and ideas
effectively. For example, a non-native English speaker may struggle to convey
nuanced emotions or complex concepts due to a limited vocabulary in the
language. This limitation can lead to misinterpretations or difficulties in
conveying important information. To address this barrier, individuals can
work on expanding their vocabulary through reading, learning new words, and
seeking language proficiency training to enhance their ability to communicate
accurately and comprehensively.
 Incongruity between verbal and non-verbal cues: This barrier occurs when
an individual's spoken words do not align with their body language, facial
expressions, or tone of voice. For example, if someone says they are happy
while frowning and speaking in a monotone voice, it creates confusion for the
listener. This incongruence can lead to misunderstandings, mistrust, and
difficulties in accurately interpreting the speaker's true feelings or intentions.
Effective communication involves ensuring that verbal and non-verbal cues
are consistent to convey messages clearly and authentically.
 Emotional Outburst: This barrier takes place when strong emotions such as
anger, frustration, or sadness overwhelm an individual during a conversation,
leading to a breakdown in effective communication. For example, during a
heated argument in a workplace, one person might lose control of their
emotions, yelling or crying, which can hinder rational discussion and
resolution. Overcoming this barrier involves emotional self-regulation
techniques such as deep breathing and taking breaks to regain composure,
allowing for more productive and respectful communication, even in
emotionally charged situations.

 Poor listening: It is a common communication barrier where individuals fail

to actively engage and absorb what others are saying. For instance, during a
business meeting, if someone is preoccupied with their smartphone and not
fully attentive to the speaker, it can lead to misunderstandings and missed
opportunities for collaboration. This barrier hinders effective communication
because it prevents the exchange of ideas and can make others feel
disregarded. Overcoming poor listening involves developing active listening
skills, which include giving full attention, asking clarifying questions, and
 demonstrating empathy to enhance mutual understanding and communication
effectiveness.

3. Organizational Barriers: Organizational barriers in communication refer to

impediments that arise within the structure and culture of an organization. These
barriers can include hierarchical structures that hinder information flow, excessive
bureaucracy that slows decision-making, and a lack of transparency that erodes trust.
For instance, when middle management filters information before it reaches lower-
level employees, it can lead to misunderstandings and decreased morale.
Overcoming organizational communication barriers involves flattening hierarchies,
promoting open communication channels, and fostering a culture of transparency
and collaboration to ensure that information flows freely and efficiently throughout
the organization.

 Too Many Transfer Stations: The "multiple transfer stations" barrier in

communication occurs when information passes through several
intermediaries or channels before reaching its intended recipient. For
example, in a large organization, if a message must go through multiple
departments and individuals before reaching the relevant team, it can result in
distortions, delays, or even misinterpretations. This complexity hinders
effective communication and can lead to errors. To address this barrier,
organizations should streamline communication channels, minimize
intermediaries, and establish clear, direct lines of communication to ensure
that information flows efficiently and accurately to the intended recipients.
 Fear of superiors: This is a significant communication barrier in
organizational settings where employees are hesitant to express their ideas,
concerns, or feedback to their higher-ranking colleagues or supervisors due to
intimidation or fear of repercussions. For example, an employee may avoid
 reporting a workplace issue to their manager because they fear being
reprimanded or losing their job. This barrier stifles open communication and
prevents valuable insights from reaching decision-makers. Overcoming it
necessitates creating a culture of psychological safety and trust, where
employees feel comfortable sharing their thoughts and opinions without fear
of negative consequences, ultimately fostering more effective communication
and problem-solving.
 Inappropriate media: It takes place when the chosen communication method
or medium is not suitable for the message or audience. For instance, delivering
sensitive or complex information via a casual text message may lead to
misunderstandings. Similarly, using a formal, lengthy report for a quick status
update can be inefficient. Overcoming this barrier involves selecting the
appropriate medium, considering the content, audience, and context. Effective
communication necessitates matching the message with the most suitable
communication channel, whether it's written, verbal, visual, or digital, to
ensure clarity and comprehension.

 Information overload: It is a common communication barrier where

individuals are inundated with excessive data and messages, making it
difficult to process and prioritize information effectively. For instance, in a
fast-paced workplace with a constant influx of emails, reports, and
notifications, employees may struggle to focus on critical tasks or miss
essential details due to the overwhelming volume of information. Overcoming
this barrier requires implementing strategies such as setting priorities, filtering
information, and employing technology tools to manage and organize data
efficiently, thereby enabling more effective communication and decision-
making.
 7 Cs of Effective Communication

The 7 Cs of effective communication is a set of principles and guidelines designed

to enhance the clarity and impact of communication in various contexts, including
written and oral communication, business, and interpersonal relationships. These Cs
help individuals and organizations ensure that their messages are clear, concise, and
easily understood:

Clarity: Clarity is the foremost principle. It means that the message should be
straightforward and free from ambiguity. It's crucial that the audience easily
understands the content and purpose of the communication. Clear communication
reduces the chances of misunderstandings and misinterpretations.

Conciseness: Conciseness involves conveying information in a brief and to-the-

point manner. Unnecessary details and wordiness should be avoided. A concise
message is more likely to hold the audience's attention and make communication
more efficient.

Courtesy: Courtesy means that your message should be polite, respectful and
considerate. The way you communicate can affect how people perceive you, and
being courteous can help you build positive relationships. Even when you are
delivering bad news, it is important to do so with respect and empathy.

Concreteness: Concreteness means that your message should be specific and

tangible. Instead of using vague or abstract terms, it is important to use concrete
examples and facts to illustrate your point. This helps your audience to understand
your message better and makes it easier for them to remember.
Correctness: Correctness pertains to the accuracy of the information presented.
Spelling, grammar, and factual accuracy are essential. Errors can undermine the
message's credibility and lead to confusion.

Consideration: Consideration involves being mindful of the audience's needs,

interests, and emotions. Effective communicators tailor their messages to their
audience, addressing their concerns and preferences. This fosters a sense of empathy
and engagement.

Completeness: Completeness means including all necessary information in the

communication. It ensures that the audience has a full understanding of the subject.
Incomplete messages may leave questions unanswered and require further
clarification.

By adhering to these 7 Cs, individuals and organizations can significantly improve

their communication effectiveness, whether they are delivering a speech, writing a
report, or engaging in everyday conversations. These principles promote clarity,
comprehension, and successful interactions, leading to better relationships and
outcomes in both personal and professional contexts.

Code and Content

Code:

In everyday human language, "code" often refers to a system of symbols or words

that carry a hidden or specific meaning. This can take various forms, from secret
messages and ciphers used for communication during wartime to legal codes, like a
set of laws or regulations governing a society. In essence, code in human language
is a method of encoding information, making it accessible only to those who
understand the underlying system or rules.
For instance, a secret code might involve substituting letters with numbers or
symbols to conceal the true message. Legal codes, on the other hand, are
comprehensive collections of rules and regulations that dictate acceptable behaviors
and standards within a society.

In a broader sense, "code" can also refer to any systematic or structured set of
principles or instructions used to achieve a specific outcome. This could include
ethical codes, moral guidelines, or even the unwritten codes of conduct that govern
social interactions in different cultures.

In summary, "code" in human language denotes a method of conveying information

through symbols, rules, or instructions, often with the aim of encoding a message or
defining a set of principles for various purposes, from secrecy and communication
to law and ethics.

Content:

In the realm of communication, "content" refers to the substance or information that

is conveyed through various means, such as writing, speech, visual media, or any
other form of expression. Content is the heart of communication, and it encompasses
the ideas, messages, data, or stories that individuals or organizations intend to share
with an audience.

Content can take on a wide range of forms, including written articles, blog posts,
videos, images, audio recordings, presentations, and more. It can serve various
purposes, such as informing, entertaining, educating, persuading, or inspiring.
Effective content is typically well-structured, relevant to the audience, and presented
in a manner that is easy to understand and engage with.

In the digital age, online content has become particularly significant, with websites,
social media platforms, and streaming services relying heavily on high-quality
content to attract and engage users. Content marketing, for instance, focuses on
creating valuable and relevant content to connect with potential customers and build
brand awareness.

Overall, "content" in communication is the essential information or material that

facilitates the exchange of ideas, knowledge, and emotions between individuals or
groups, and it plays a pivotal role in shaping the way we learn, connect, and make
sense of the world around us.

Stimulus and Response

Before the first world war, there was no separate field of study on communication
but knowledge about mass communication was accumulating. An outcome of World
War 1st propaganda efforts - The Magic Bullet or Hypodermic Needle Theory
came into existence. It propounded the view that the mass media had a powerful
influence on the mass audience and could deliberately alter or control people’s
behaviour.

Klapper (1960) formulated several generalizations on the effects of mass media.

His research findings are as follows:

“Mass media ordinarily does not serve as a necessary and sufficient cause of
audience effect, but rather functions through a nexus of mediating factors and
influences. These mediating factors renders mass communication as a
contributory agent in a process of reinforcing the existing conditions.”

The main mediating factors which he considers responsible for the functions and
effects of mass communication are:
  Selective Exposure: People’s tendency to expose themselves to mass
communication which agrees with their attitudes and interest.
 Selective Perception and Retention: People’s inclination to organize the
meaning of mass communication into accord with their already existing
views.
Stimulus: A stimulus refers to any element or input that initiates or triggers a
response from a person or an audience. Stimuli can take various forms,
including verbal messages, visual cues, sounds, or any other sensory input that
prompts a reaction. Stimuli play a fundamental role in communication as they
are the catalysts that drive the exchange of information and influence how
individuals interpret and respond to messages.
In simple words, a stimulus is anything that a person can receive through one
of his senses. There might be an urge from outside source which is an external
stimulus. Television, radio, newspapers, magazines, social media are all
examples of external stimulus. The internal stimulus might be a desire from
within the person to send across a message or information. Thirst for
knowledge, ethical considerations, emotional responses, competition and
trends are examples of internal stimuli.

Response: A response is anything that an individual does as a reaction to the

stimulus. In mass communication, a response refers to the reactions, feedback, or
behaviors exhibited by the audience or recipients of a communication message or
content disseminated through various media channels. Responses in mass
communication can take diverse forms and can be both immediate and long-term.
Responses can be physical, emotional, cognitive, or a combination of these.

Mass media uses different kind of advertisements, motivational speech, news etc. to
change the views or mindset of the people. The growth of mass media like press is
responsible for a huge impact on people’s mind worldwide. It can easily change and
influence a large audience. The use of mass media like advertisements acts as
stimulus to persuade, affect and change the audience’s views or mindset. It can get
the desired response from the audience easily. The effect of the movie if it is shown
to few people only, can be easily studied. It will have a psychological effect or
motivational effect depending on the stimulus (or kind of movie) shown to the
audience.

In the context of mass communication, stimulus and response refer to the process of
how messages or information are transmitted to a large audience and how that
audience reacts or responds to those messages. In mass communication, the stimulus
is the information or message conveyed through various media channels, while the
response is the audience's reaction, which can include emotional, behavioral, or
cognitive responses. Mass media has a significant influence on shaping public
opinion, disseminating information, and driving social and cultural change, making
the study of stimulus-response dynamics in this context crucial for media
professionals, advertisers, and researchers.

Intonation
When somebody speaks then continual variations in pitch can easily be noticed.
There is continuous rise and fall in one’s speech. Due to this, speaking voice often
resembles singing voice. Continuous rise and fall of tone lead to flow in speaking.
“The term intonation refers to the pitch patterns that are part of the structure
of sentences”, says R.K. Bansal.

Patterns of Intonation are:

1. The Rising Tone

2.The Falling Tone

1. The Rising Tone: When the speaker begins at a lower note but gradually shifts to
a higher note as he reaches the end of a sentence, it is known as a rising tone. A rising
tone will be marked with a symbol ( ) in front of the syllable to which it refers. The
symbol will be above the line for a high rising tone and below the line for a low
rising tone.

Uses of the rising tone:

The rising tone is normally used in:

(i) In incomplete utterances, the first clause may have the rising tone.

Example: When I entered the room, he was there.

(ii) The rising tone is used in Yes/No answer type questions that demand an answer
in yes or no.

Example: Are you calling me?

(iii) Greetings, partings, apologies, encouragement.

Example: You ought to keep on trying.

I am so sorry.

2. The Falling Tone: When the speaker begins a sentence at a high note but
gradually shifts to lower note as he reaches the end of a sentence, it is known as a
falling tone. A falling tone will be marked with a symbol ( ) in front of the syllable
to which it refers. The symbol will be above the line for a high falling tone and below
the line for a low falling tone.

Example: Then look

 Do tell

Uses of the falling tone:

(i) A falling tone is used in ordinary statements made without emotional

implications.

Example: It is of no use.

(ii) In sentences beginning with Wh-question-

Example: What happened?

(iii) A falling tone is also used in commands-

Example: Leave it on the table.

Finish your work.