ASSIGNMENT PROCESS OF COMMUNICATION OBJECTIVES To understand the meaning of Mass Communication To know the various definitions of Mass Communication

on To study the different features of Mass Communication To know the concept of Mass Culture INTRODUCTION Mass Communication involves communication with the mass audiences and hence the name Mass Communication. When we are thinking, it is intra-personal communication, when there is face-to-face conversation between two people it is interpersonal communication, college lecture or speech would be an example of group communication, but there is another level of communication when we read newspapers, magazines, listen to Radio or watch TV. This would be called Mass communication as the message is reached to the masses through different media. Meaning & Definitions of Mass Communication The term communication comes from the Latin word- communis, which means common. In social situation the word communication is used to denote the act of imparting, conveying or exchanging ideas through speech, writing or signs. Thus, it is an expression of transferring thoughts and sound for hearing. Mass Communication is defined as any mechanical device that multiples messages and takes it to a large number of people simultaneously. Mass communication is unique and different from interpersonal communication as it is a special kind of communication in which the nature of the audience and the feedback is different from that of interpersonal communication. Mass communication is the term used to describe the academic study of various means by which individuals and entities relay information to large segments of the population all at once through mass media. Both mass communication and mass media are generally considered synonymous for the sake of convenience. The media through which messages are being transmitted include radio, TV, newspapers, magazines, films, records, tape recorders, video cassette recorders, internet, etc. and require large organizations and electronic devices to put across the message. Mass communication is a special kind of communication in which the nature of the audience and the feedback is different from that of interpersonal communication. Mass

communication can also be defined as a process whereby mass produced messages are transmitted to large, anonymous and heterogeneous masses of receivers. By mass produced we mean putting the content or message of mass communication in a form suitable to be distributed to large masses of people. Heterogeneous means that the individual members of the mass are from a wide variety of classes of the society. Anonymous means the individuals in the mass do not know each other. The source or sender of message in mass communication does not know the individual members of the mass. Also the receivers in mass communication are physically separated from each other and share no physical proximity. Finally, the individual members forming a mass are not united. They have no social organization and no customs and traditions, no established sets of rules, no structure or status role and no established leadership. Barker defines Mass communication as the spreading of a message to an extended mass audience through rapid means of reproduction and distribution at a relatively inexpensive cost to consumers. With the Internet's increased role in delivering news and information, Mass communication studies and media organizations have increasingly focused on the convergence of publishing, broadcasting and digital communication. Thus, graduates of Mass communication programs work in a variety of fields in traditional news media and publishing, advertising, public relations and research institutes. Features of mass communication We require a sender, a message, a channel and a receiver for communication to occur. Further there is feedback, which is the response or reaction of the receiver, which comes back to the sender through the same or some other channel. Another element, which plays an important role in communication, is noise or the disturbances. It is observed that the term mass communication must have at least five aspects: Large audience Fairly undifferentiated audience composition Some form of message reproduction Rapid distribution and delivery Low cost to the consumers Source Source or sender of the message may become same or different. Source mostly represents the institution or organization where the idea has been started.

In case of source and the sender being different, the sender belongs to media institution or is a professional in media communication. Thus, a scientist or a technologist may use the mass communication media himself for propagating his idea. Or else, they can send the script of the message to the media for delivering the message by an announcer or a reporter. Message- A message needs reproduction for making it communicable through the media. The message is processed and put to various forms like talk, discussion interview, documentary, play, etc. in case of radio and TV. In case of newspapers, the message is processed by means of article, feature, news story, etc. Channel- The term channel and media are used interchangeably in mass communication. Modern mass media like radio, television; newspapers spread the message with enormous speed far and wide. The ability of mass communication to encompass vast boundaries of space is expressed by Mc Luhans term global village. The term expresses that the world is smaller that before due to advances in mass communication. More information is coming faster, at cheaper rates per unit, from farther away and from more sources through more channels including multimedia channels with more varied subject matter. Channels of mass communication can be classified into two broad categories: 1. Print-newspapers, books, magazines, pamphlets, etc. 2. Electronic-radio, television, cinema. There is also a third category which include all traditional media like folk dance, drama, folk songs and so on. The mass media may also be categorized according to their ability to provide sensory inputs. Thus, visual media are newspapers, magazines, books, still photographs, paintings, etc. The audio medium is radio and audio-visual media are television, motion pictures, drama, etc. Audio-visual media are more efficient than either audio or visual. Receiver Mass communication means communication to the mass, so there remains mass of individuals at the receiver end of the communication. This mass of receivers, are often called as mass audience. Mass audience can be defined as individuals united by a common focus of interest (to be informed, educated or entertained) engaging in identical behavior towards common ends (listening, viewing or reading). Yet the individuals involved are unknown to one other (anonymous) . The most outstanding characteristic of the mass communication is that it has a widespread audience separated from the source by a considerable distance. Mass communication has an enormous ability to multiply a message and make it available in many places. The greatest advantage of this mode of

communication is the rapid spread of message to a sizeable audience remaining scattered far and wide and thus cost of exposure per individual is lowest. Feedback- Mass communication will have indirect feedback. A source having communicated a message regarding family planning through radio, television or print either has to depend on indirect means like survey of audience reaction, letters and telephone calls from audience members, review of the programme by columnists to know the reaction of audience to the message. Direct feedback which is possible in interpersonal and to a limited extent in group communication, is almost absent in the mass communication. Gate keeping-This is again a characteristic unique to mass communication. The enormous scope of mass communication demands some control over the selection and editing of the messages that are constantly transmitted to the mass audience. Both individuals and organizations do gate keeping. Whether done by individuals or organizations, gate keeping involves setting certain standards and limitations that serve as guidelines for both content development and delivery of a mass communication message. Noise- Noise in mass communication is of two types-channel noises and semantic noise. Channel noise is any disturbance within transmission aspects of media. In print media, channel noise will be misspellings, scrambled words, omitted lines or misprinting. Any type of mechanical failure stops the message from reaching the audience in its original form. Semantic noise will include language barriers, difference in education level, socio-economic status, occupation, age, experience and interests between the source and the audience members. One way of solving the problem of semantic noise is to use simplicity and commonality.

Elements of communication Sender First and foremost is the person who sends a message. Known as sender in the jargons of communication, he or she is the chief initiator of any communication. In fact a communication may not take place if there is no sender. The sender may be singular and plural as well. It all depends on the nature of communication. If a teacher is delivering lecture, it constitute a case of sender as one individual. Sender comprising many is the case when a group of people shout together, or more than one person sing a song as chorus. Message When sender the source of communication, decides to communicate he/she encodes the crux of the feeling in words/gestures or any other form commonly understood. This encoded form is called message. It may be a simple word or a very complex and technical integration of feelings by the source on a given subject. Channel No sooner a message is created by a sender, it enters in the channel. The channel is part of the communication process which helps carry the message to its desired destination. In case of printed words paper is the channel, in the matter of voice air may serve as a channel. In telephonic conversation the wire and the sets make the channel. Some times the channel itself becomes part of message and sometime message is sent in a manner that a part of it serves as a channel. Receiver The process of communication may not be complete if the message does not reach a person, or persons, it is designed for. Receiver in this process is the element which is target of the message and actually receives it. The dimension of receiver is very wide it may vary from an individual to an army of people, or a nation or all nations. Again, it depends what the message is. Interpreter Receiving message in most case is half the process of communication done. In most cases an interpreter is required to understand decode the message so that the purpose of communication is served. Noise always occurs at this stage. Noise means part of meaning which is lost from the original message. There is hardly a message which is decoded, or interpreted cent per cent. Feedback Sending and receiving of message is a simultaneous process in which the receiver continuously sends back its approval or disapproval after having interpreted the

message. This helps the sender to modify or discipline its message. This element in the communication process is referred as feedback. For instance a person is delivering speech, the voices, gestures and facial expressions all part of feedback, would help the speaker to check its loudness, smiles, rhetoric, contents or time to speak. If there is no feedback, the original message may never shape accordingly which may distort the whole communication exercise. Context Every message is delivered and received in a given context. Change in the background factors denoted as context, may change the meanings altogether. Context itself comprises multiple factors each one of them becomes essential when it comes to interpretation of the original message. BARRIERS TO COMMUNICATION Type of Barrier Barrier Explanation Transmission Noise Too much background noise in the environment can cause transmission of a message to fail Incorrect channel Passing a message through the incorrect channel can cause distortion of the message to occur and lengthen the time taken for the message to be communicated Incorrect media Communicating using the wrong media can put across the wrong message i.e. pinning a formal communication on a notice board may detract from its important message Contradictions When different people instruct staff to do two different things, problems arise. Language Different language Can be a problem, especially in multinational business or those who supply foreign clients. Slang/jargon Especially difficult for customers in high tech fields. Slang stops people or groups from understanding the message as it can be just like hearing

Verbosity

Reception

Information overload

Stereotypes

Emotional state

Lack of interest

half a conversation in a foreign language. Using too many words instead of being short and too the point can mean that the meaning of a message is lost Giving out too much information at one time often results in NONE of the information being remembered or acted on correctly. Subconsciously predicting the response a person will give to a communication (based on gender, race, age, education etc) may stop the ACTUAL response from being communicated effectively. A person who is in a heightened emotional state (i.e. overexcited, upset etc) will have difficulty in comprehending any message that is being communicated to them. As I am sure you will know, trying to communicate to someone who is bored is very difficult! Trying to keep someones interest will always make communication more effective.

Barriers to Effective Communication

Home Page Recognizing barriers to effective communication is a first step in improving communication style. Do you recognize these barriers from your own personal and professional experience?

Encoding Barriers. The process of selecting and organizing symbols to represent a message requires skill and knowledge. Obstacles listed below can interfere with an effective message. 1. Lack of Sensitivity to Receiver. A breakdown in communication may result when a message is not adapted to its receiver. Recognizing the receivers needs, status, knowledge of the subject, and language skills assists the sender in preparing a successful message. If a customer is angry, for example, an effective response may be just to listen to the person vent for awhile. 2. Lack of Basic Communication Skills. The receiver is less likely to understand the message if the sender has trouble choosing the precise words needed and arranging those words in a grammatically-correct sentence. 3. Insufficient Knowledge of the Subject. If the sender lacks specific information about something, the receiver will likely receive an unclear or mixed message. Have you shopped for an item such as a computer, and experienced how some salespeople can explain complicated terms and ideas in a simple way? Others cannot. 4. Information Overload. If you receive a message with too much information, you may tend to put up a barrier because the amount of information is coming so fast that you may have difficulty comfortably interpreting that information. If you are selling an item with twenty-five terrific features, pick two or three important features to emphasize instead of overwhelming your receiver (ho-hum) with an information avalanche. 5. Emotional Interference. An emotional individual may not be able to communicate well. If someone is angry, hostile, resentful, joyful, or fearful, that person may be too preoccupied with emotions to receive the intended message. If you dont like someone, for example, you may have trouble hearing them. Transmitting Barriers: Things that get in the way of message transmission are sometimes called noise. Communication may be difficult because of noise and some of these problems: 1. Physical Distractions. A bad cellular phone line or a noisy restaurant can destroy communication. If an E-mail message or letter is not formatted properly, or if it contains grammatical and spelling errors, the receiver may not be able to concentrate on the message because the physical appearance of the letter or Email is sloppy and unprofessional.

2. Conflicting Messages. Messages that cause a conflict in perception for the receiver may result in incomplete communication. For example, if a person constantly uses jargon or slang to communicate with someone from another country who has never heard such expressions, mixed messages are sure to result. Another example of conflicting messages might be if a supervisor requests a report immediately without giving the report writer enough time to gather the proper information. Does the report writer emphasize speed in writing the report, or accuracy in gathering the data? 3. Channel Barriers. If the sender chooses an inappropriate channel of communication, communication may cease. Detailed instructions presented over the telephone, for example, may be frustrating for both communicators. If you are on a computer technical support help line discussing a problem, it would be helpful for you to be sitting in front of a computer, as opposed to taking notes from the support staff and then returning to your computer station. 4. Long Communication Chain. The longer the communication chain, the greater the chance for error. If a message is passed through too many receivers, the message often becomes distorted. If a person starts a message at one end of a communication chain of ten people, for example, the message that eventually returns is usually liberally altered. Decoding Barriers. The communication cycle may break down at the receiving end for some of these reasons: 1. Lack of Interest. If a message reaches a reader who is not interested in the message, the reader may read the message hurriedly or listen to the message carelessly. Miscommunication may result in both cases. 2. Lack of Knowledge. If a receiver is unable to understand a message filled with technical information, communication will break down. Unless a computer user knows something about the Windows environment, for example, the user may have difficulty organizing files if given technical instructions. 3. Lack of Communication Skills. Those who have weak reading and listening skills make ineffective receivers. On the other hand, those who have a good professional vocabulary and who concentrate on listening, have less trouble hearing and interpreting good communication. Many people tune out who is talking and mentally rehearse what they are going to say in return. Well see some techniques for improving listening skills in Chapter 2. 4. Emotional Distractions. If emotions interfere with the creation and transmission of a message, they can also disrupt reception. If you receive a report from your supervisor regarding proposed changes in work procedures and you do

not particularly like your supervisor, you may have trouble even reading the report objectively. You may read, not objectively, but to find fault. You may misinterpret words and read negative impressions between the lines. Consequently, you are likely to misunderstand part or all of the report. 5. Physical Distractions. If a receiver of a communication works in an area with bright lights, glare on computer screens, loud noises, excessively hot or cold work spaces, or physical ailments, that receiver will probably experience communication breakdowns on a regular basis. Responding BarriersThe communication cycle may be broken if feedback is unsuccessful. 1. No Provision for Feedback. Since communication is a two-way process, the sender must search for a means of getting a response from the receiver. If a team leader does not permit any interruptions nor questions while discussing projects, he may find that team members may not completely understand what they are to do. Face-to-face oral communication is considered the best type of communication since feedback can be both verbal and nonverbal. When two communicators are separated, care must be taken to ask for meaningful feedback. 2. Inadequate Feedback. Delayed or judgmental feedback can interfere with good communication. If your supervisor gives you instructions in long, compound-complex sentences without giving you a chance to speak, you may pretend to understand the instructions just so you can leave the stress of the conversation. Because you may have not fully understood the intended instructions, your performance may suffer.