SUBJECT- PRINCIPLES OF

COMMUNICATION
SUBJECT CODE-BJMC4101

Presentation by- Priyanka Pathak

Assistant Professor, Department of Mass Communication, Babu
Banarasi Das University, Lucknow
 TOPICS COVERED

1.Function Of Communication

2.Seven Cs of Communication
 FUNCTION OF COMMUNICATION
1. Education and instruction: Communication provides
knowledge, expertise and skills for smooth functioning of people in
the society. It creates awareness and gives opportunity to people to
actively participate in public life. To transfer knowledge for the
progress of the society
Example: Class room communication

2. Information: The more informed we are, the more powerful we

become. Communication provides information about our
surroundings. Information regarding wars, danger, crisis, famine
etc. is important for the safety and well being of our life.
Example: News media, Newspaper, News Channel
3. Entertainment: To break the routine life and divert our attention
from the stressful life we lead today we need entertainment.
Communication provides endless entertainment to people through
films, television, radio, drama, music, literature, comedy, games etc.
Example: drama, song, films, etc.

4. Discussion: Debates and discussions clarify different viewpoints on

issues of interest to the people. Through communication we find out
the reasons for varying viewpoints and impart new ideas to others.

5. Persuasion: Communication enables persuasion which can lead to

adoption of new practices. It also helps in reaching a decision on
public policy so that it is helpful to govern people.
6. Cultural promotion: Communication provides an opportunity for
the promotion and preservation of culture and traditions. To help
foster social values and pass them from generation to generation.
Example: Festivals, parties, celebrations

7. Integration: It is through communication that a large number of

people across countries come to know about each other’s ways of life.
It develops integration and tolerance towards each other.
To create harmonious relationships among various social groups
Example: Political parties, conferences, meetings etc.

8.Social contact: To help make enjoyable companionship

Example: Friendship, clubs, organizations etc.
9. Stimulation: To create interest and develop positive
thinking/behaviour
Example: Advertisements.

10. Counselling: To alleviate anxiety and lead to better ways

Example: guidance, consolation etc.

11. Expression of emotions: To communicate feelings or give vent to

one’s pent up feelings
Example: crying, smiling, Writing poetry, fiction, etc.

12. Control function: To get someone to behave in an appropriate

way
Example: management, censorship etc.
 SEVEN CS OF COMMUNICATION

1.Credibility- Credibility of the sender is very important for the

success of communication process. If the source or the sender is
credible and receivers have full trust in him, the message will
easily be accepted

2.Context- context means the environment in which the

communicator is sending his message. If the message contradicts
with the context, it is likely to be failed. In short context is the
setting in which communication takes place
3.Content- it is a very important element. It is the subject matter of
the communication. Content of the message needs to have some
meaning for the receiver. If it is not so, receiver will not receive the
message with full zeal.

4.Clarity- this element indicates that the message should be simple

and clear. It should be easy to understand. It should be free from
ambiguity.

5.Consistency- There should be continuity in the message. If the

sender will repeatedly send the message at the receiver, the later
will be deeply affected.
6.Channel- Channel means the medium or media through which
people communicate. The choice of suitable channel for the receiver
is always a benefit for the Sender. The Selection of the Channel that
receiver is more likely to use will ensure the success of
communication.

7.Capacity (of the audience) - Capacity means the ability to receive

and absorb. Whenever the sender crafts a message, he needs to keep
in mind the capacity of the receiver. Communicator should craft a
message which the receiver can easily understand. He should keep
in mind the abilities and habits of the receiver.
THANK YOU- PRIYANKA PATHAK
Assistant Professor, Department of Mass Communication, Babu
Banarasi Das University, Lucknow