Process of Communication

The linear Concept – earliest formInvolves 5 basic questions –Who?Says What?On which Channel?To whom?With What effect?Communication was considered a one – way

process marked by the flow of information from a sender to a receiver

The linear Concept

Receiver passively receives the messageo Acts as directed and desired by sendero Communication intended to control /

manipulate the receivero Assumed that message while passing through

medium chosen by sender, reaches the receiver without any distortion or change

Sender Media Receiver ActionMessageMessage

Shannon-Weaver model

C E Shannon & W Weaver – first pointed out that in actual practice, messages can be changed or blocked

Basic problem is –

He attributed loss to noiseThough feed back was introduced as a corrective

to noiseFeedback was not considered to be an integral

component because the model conceived the communication process as a linear act and feedback another new act of communication

message received message sent

Shannon-Weaver model

Informationsource

Encoding process

Decodingprocess

DestinationChannel

Feedback

Noise

Shannon-Weaver model (How Communication Takes Place)

Information source – source of message o Sender has raw information. o His intention changes that information into a

message to be communicated

1. Source creates messages

2. Selects channel

3. Sendsmessage

6. InterpretsMessages

5. Filters-•Experience•Knowledge•Feelings

4. Receiver gets message

NoiseFeedback

Shannon-Weaver model

Encoding – message thought – put into words ( verbal symbols or any other symbolic form of expression …)

Channel (transmission)– oral, written, electronic, coded, signaling system -appropriate medium / channel chosen

Decoding – receiver gets message by -receiving, understanding and interpreting the message

Acting – communication process ends with receiver putting the interpreted message into action – as intended by the sender and gives feedback to sender

Shannon-Weaver model

Thus Communication completes full circle.

Both sender and receiver become 2 aspects of a single purpose

Noise

Process open to “noise” Prevents / distorts

communication Noise – distortion or

hindrance, preventing transmission of message from (mind of) sender to (mind of) receiver

For some noise stands only for external disturbances – physical environment, machine – telephone, poor printout or bad handwriting

Filters -Communication distortions caused by subjective factors such as mind sets of sender and receiver

Mental in nature - Caused by mindset of sender and receiver

Include attitudes, beliefs, experiences, consciousness of personal status, ability to think clearly etc

Misunderstanding & other problems may arise as sender’s message passes through the filters of the receiver, which comprise –the sender’s filters + low interest / involvement + distraction / fatigue causing loss of concentration

2-way communication process

More contemporary in nature Receiver also acts as the sender of

feedback to sender Both sender and receiver play

reciprocal and reversible roles 2 way concept considers

communication to be a reciprocal process and a mutual exchange of messages

No distinction between roles of sender and receiver because same person plays both roles

2-way communication process

The two way concept involves receiver as an active agent in the construction of meaning of the message.

2 way communication also known as “transactional communication”

Example-2-way communication process

Ideation

Encoder

Message

Channel

Decoder / Receiver

Feedback Employee’s reaction to the policy communicated

The audience of the message – for whom the policy

is intended & who read the bulletin

The medium – the news bulletin

The content (policy details) & thewords/pictures used to convey

the policy to the employees

Editor / person who writes the policy

An organization’s policy to be circulated among all employees through news bulletin

Elements of Communication

Elements of Communication

1. Message Information - written or spoken To be sent from one “person” to

another “Person” - represents the 2 ends of a

system – could be an individual / a group / electronic machines

Most important element – it is organized, structured, shaped and selective – product of pre-writing or pre-speaking

Exists in the mind of the sender

2. Sender

Transmits / spreads / communicates – message or operates the electronic device

Conceives and initiates the message with purpose of informing/ persuading / influencing / changing the attitude / opinion or behaviour of the receiver

Decides the symbols, channel, time of sending the message after carefully considering the total situation in which communication takes place

3. Encoding

Changing message from mental form to symbols – putting ideas, facts, feelings, opinions into words, actions, signs, pictures & audio-visuals

Communication symbols selected keeping in mind the receiver’s ability to understand & interpret correctly

4. Channel

Vehicle or medium which facilitates the sender to convey the message to the receiverMedium – written, oral, audio-visual

Written medium – letters, memos, reports, manuals, notices, circulars, questionnaires, minutes etc.

Oral medium – dialogue, face-to-face interview, telephone conversation, conference recording etc.

Visuals - Hoardings, posters, slides, documentary films, TV programs & advertisements

5. Receiver

Targeted audience

Receives, understands, interprets and tries to perceives total meaning of the message as transmitted by sender

6. Decoding

Act of translating symbols into their ordinary meanings

Total meaning – meaning of words (symbols) with tone, attitude of sender reflected by the structure of message & choice of words used by sender

Message manipulates receiver to act in a desired manner

Response action shows that he has understood the message

Receiver completes chain of communication by responding to the message

7. Acting

8. Feedback

Loop that connects the receiver in the communication process with the sender

Sender acts as the feedback receiver and gets to know that communication has been accomplished

Feedback plays an important role