COMMUNICATION ENCODING AND DECODING
- Encoding refers to the way the
The word communication originates from the
word "COMMUNIS,” which means common.
Communication, therefore, is an act by which
a person shares knowledge, feelings, ideas
and information, in ways such that each gains
a common understanding of the meaning,
intent and use of the message.
HOW COMMUNICATION TAKES PLACE?
Communication is a two-way process. It has a
transmitter and a receiver. Therefore, it is
essential for facts to be transmitted in a
manner that the meaning intended is
conveyed and the receiver understands the
use of the message. It becomes a two-way
process.
TRANSMISSION MODELS OF
COMMUNICATION
SENDER OR SOURCE
- person, groups, or institutions that create or
produce the message also referred to as
encoder.
MESSAGE
- the ideas or meanings, expressed in verbal
or nonverbal means, that is transmitted from
the source to the receiver. Verbal messages
use words to convey meaning; nonverbal
messages express meaning through codes
such as facial expressions, color, distance
(space), touch, pitch, or loudness of sound.
CHANNEL
- the medium, such as radio, used to transmit
the message
RECEIVER
- the person, group, or institution to whom the
message is intended; also referred to as
decoder.
communication source creates the message
into a form that can be understood by the
receiver. This includes for instance the choice
of words, language, and the like. Decoding
refers to the processing of the message by
the receiver so that he or she is able to
understand and react to it.
NOISE
- interference that prevents a message from
being accurately understood or interpreted.
Noise can be physical noise such as a choppy
connection, or psychological noise such as
stress, attitude of the communicators toward
each other, or about an issue.
CONTEXT
- the situation in which the communication
takes place and may include sociocultural
factors, the status and roles of the
communicators, rules, and the like.
FEEDBACK
- the response or reaction of the receiver to
the message received.
EFFECT
- refers to the consequence or result—or lack
of result, for that matter—of a
communicative act. Communication effects
include changes in our knowledge (cognitive
effects), in our emotions (affective effects),
and behavior.
FUNCTIONS OF COMMUNICATION AND
MEDIA
SURVEILLANCE
-refers to the news and information role of
communication media such as the news
media.
INTERPRETATION
- refers to analysis, commentary, context,
and other meanings which are found in a
message. This function relates to persuasion
or the influence of attitudes or opinions.
SOCIALIZATION
- refers to the transmission of values and
culture within a society and also to the
education functions of communication and the
media. We learn and imbibe the culture of
our society through communication processes
taking place in our families, among our
friends, in school, in church, and many other
institutions and activities. The mass media is
thought to play an important role in
socialization in that they provide models of
appropriate behavior and attitudes which
are the basis of common social values in a
society. Adherence to these common values
leads to an integration and stability in
society.
ENTERTAINMENT
- refers to functions related to relaxation,
reward, diversion, and reduction of tension.
These functions which may be performed
through variety shows, drama, music, novels,
and many other forms, are important as they
allow individuals and societies to cope with
real-life challenges.
MOBILIZATION
- refers to the communication and media's
ability to generate public action about a
social issue, for instance, in relief efforts
after a disaster.
CLASSIFICATION OF COMMUNICATION
1. INTRAPERSONAL COMMUNICATION
- is an internal communication process taking
place within the individual. This includes
thought Processes speaking aloud or writing
to oneself as when one is writing in a diary
prayer, meditation.
2. INTERPERSONAL COMMUNICATION
- involves two persons or a small group such
as a family. The number of participants
define interpersonal communication and
hence this may be further classified as:
• DYADIC COMMUNICATION: when two
persons are involved.
• GROUP COMMUNICATION: when there
are three or more persons communicating
face-to-face and able to give immediate
responses or feedback, such as in a meeting
or in a class session.
• PUBLIC COMMUNICATION: involves a
large group such as a public lecture or
church ceremony. In such situations there is a
source who delivers a message in a
monologue style and feedback is minimal or
restricted.
Categories of Interpersonal
Communication:
Direct Interpersonal Communication
- involves face-to-face communication
between or among the communicators.
Mediated interpersonal communication
- involves the use of technology such as
telephone or Internet. With advances in
information and communication technology
(ICT), there are more and more possibilities
of holding group and public communication
at a distance, for instance via
teleconferencing and chat rooms.
3. MASS COMMUNICATION
- involves the transmission of messages to
large audiences using technology of
communication.
- The practice and product of providing
leisure entertainment and information to an
unknown audience by means of corporately
financed, industrially produced, state-
regulated, high tech, privately consumed
commodities in the modern print, screen,
audio and broadcast media, usually
understood as newspapers, magazines,
cinema, television, radio and advertising;
sometimes including book publishing
(especially popular fiction) and music (the
pop industry).
4. COMPUTER-MEDIATED
COMMUNICATION
- refer to any communication taking place
using the computer and Internet-based
technologies such as email, message boards,
personal websites, voice conferencing, chat
rooms, social media. The communication may
be synchronous or asynchronous, that is,
occurring in real time or not.
PROFESSIONALS AND PRACTITIONERS IN
COMMUNICATION
1. JOURNALISM
- refers to the gathering, reporting, and
dissemination of news through the mass
media. It arose from the citizens' right to
have access to fact and opinion on matters
of public interest, and hence are important to
their welfare.
- Journalism encompasses the print,
broadcast (radio and television) and online
media. Within these broad categories are
subcategories of news media based on
factors such as type of content (general
news, political newspapers, business
newspapers, sports newspapers), circulation
area (national, local, metropolitan
newspapers), audience (community
newspapers, religious newspapers),
language (national language, vernacular),
and periodicity (daily, weekly).
2. ADVERTISING
- Advertising is a paid, mediated form of
communication from an identifiable source,
designed to persuade the reader (listener, or
viewer) to take some action, now or in the
future.
- Mediated refers to the presence of a
medium like television, radio, or billboard, to
convey the message from sender to
receivers. Identifiable source refers to a
named, rather than an anonymous message.
- Action refers to the behavior that is desired
by the advertiser, such as buying a product
or service, adapting a behavior such as
frequent washing of hands, walking instead
of taking a car for short distances.
3. PUBLIC RELATIONS
- strategic communication process that builds
mutually beneficial relationships between
organizations and their publics.
- as a communication process, one that is
strategic in nature and emphasizing
"mutually beneficial relationships."
- relationships relate to public relations' role
in helping to bring together organizations
and individuals with their key stakeholders.
AUDIENCES AND THEIR
COMMUNICATION NEEDS
AUDIENCES
- The people who watch television shows,
read the news, watch a film, and so on
comprise the audience. What these groups of
individuals have in common is their use of a
particular medium and its content. To refer
back to the linear model of the mass
communication process (source, message,
channel, receiver, effect) "audience" is the
collective term for the "receivers."
1. INDIVIDUALS AS AUDIENCE
- People communicate, to inform and be
informed, to persuade and obtain guidance
for one's own opinions, to articulate and
foster one's identity and membership of a
cultural or social group (for instance by
taking part in community activities), to
entertain and be entertained and for other
reasons.
Typology of Media-Person Interactions:
1. Diversion: escape from routine or
problems, emotional release
2. Personal relationships: companionship,
social utility
3. Personal identity: self-reference, reality
exploration, value reinforcement
4. Surveillance: information seeking.
2. GROUPS AND ORGANIZATIONS AS
AUDIENCES
- Like individuals, organizations communicate
with others for a variety of reasons.
1. To inform: You may need to let interested
parties know who you are, what you can do
for them, what they can do to help you, or
even just how to get in touch.
2. To build understanding or change
behavior. You may want to encourage
others to think, act, or feel a certain way; to
stop smoking, for example. This can involve
appealing to feelings, self-interest, or a
person's imagination.
3. To resolve conflict or prevent
misunderstandings: Even a small
misunderstanding can create large problems
for your organizati0n• You can ensure good
communication by putting yourself in your
audience's position, paying attention to their
needs, and getting to know them.
4. To present a point of view or project an
image: Often, this is all you need to do to
accomplish your goal.
5. To lower barriers between groups and
individuals: These barriers may range from
information overload to suspicion and
prejudice.
COMMUNICTION IN VARIOUS SETTINGS
1. GOVERNMENT
- The processes of governing are summed up
in the term "governance," or the exercise of
power to guarantee the effective
participation of citizens in political decision-
making and in economic policy-making,
manage and allocate resources, and ensure
a workable, acceptable, and principled
resolution of public disputes. Among the
attributes of good governance are
transparency, accountability, participatory
leadership, efficiency, and a capacity for
consensus-building and conflict management.
- responsible and responsive government
provides its citizens with timely, accurate,
clear, and complete information about its
programs, services, and policies. It ensures
that the institutions of government are visible
and accessible to the citizenry.
2. PRIVATE SECTOR
- The private sector refers to businesses and
industries run by individuals and companies
rather than by the government. Most of them
aim to make profit from the services and
goods they offer, but some are run for
nonprofit purposes.
- The special field called "corporate
communication" refers to the strategy which a
company adapts to create, communicate,
and maintain its business image among its
customers, stakeholders, and target
audiences, and attain its business goals.
3. CIVIL SOCIETY
- the wide array of nongovernmental and
not-for-profit organizations that have a
presence in public life, expressing the
interests and values of their members or
others, based on ethical, cultural, political,
scientific, religious, or philanthropic
considerations. Civil Society Organizations
(CSOs) therefore refer to a wide of array of
organizations: community groups,
nongovernmental organizations (NGOs),
labor unions, indigenous groups, charitable
organizations, faith-based organizations,
professional associations, and foundations.
- NGOs need to communicate to their various
audiences and stakeholders. They have to
maintain their visibility and ensure their
influence or impact in the area of their
advocacy.
4. COMMUNITIES
- Communities consist of people in constant
communication with each other. Through
constant communication, communities share
and foster not only a cultural identity—which
includes a common language and common
cultural traditions—but also a vision of what
is good for the community. To strengthen this
identity and attain the common good,
communities communicate for the following
purposes: information, mobilization,
persuasion, socialization, as well as
entertainment.
5. SCHOOLS
- In schools, communication has the essential
functions of instruction and socialization.
Additionally, communication in school settings
take place to inform, persuade, and mobilize
various stakeholders such as parents, faculty,
and Students.
COMMUNICATION MEDIA CHANNELS
1. MASS MEDIA
- Mass media describes the print and
broadcast media, the distinctive
characteristics of their consent, processes and
structure, and also their functions and
influence in society.
2. PRINT MEDIA: THE NEWSPAPER
- All these are newspapers, or publications
published periodically and carrying mainly
news stories but also opinions and
advertisements.
Newspaper companies are divided into
two sections: editorial and business.
The Editorial Part
- is composed of editors, reporters,
photojournalists, and other journalists. They
gather and write the news and information
that fill the space called the "news hole."
The Business Section
- composed of the advertising and circulation
sales staff, generates revenue for the
business. The advertising group sells
advertising space in the newspaper and the
circulation group sells newspaper copies in
newsstands or through subscription.
3. RADIO
- Radio programs are broadcast from a
centrally-located source called a station.
Radio stations may be commercial or
government-owned stations. The vast
majority are commercial stations that obtain
revenue from advertising.
- Radio programs fall into two broad
categories: news programs and non-news.
Non-news programs include talk programs,
book readings, public service programs,
drama, and music.
4. TELEVISION
- television is primarily considered a medium
of entertainment, it plays a vital role in
modern politics.
- It is considered to be the main source of
news and information for most people and
the main channel of communication between
politicians and citizens, especially at election
times. In this informally allocated role of
public informer, television has generally
remained credible and trusted. Another role
is that of educator - for children at school
and adults at home. It is also the largest
single channel of advertising in nearly all
countries.
5. OTHER MASS MEDIA: FILM, RECORDED
MUSIC AND NEW MEDIA
FILM - is a true mass medium in the sense
that it reaches a large part of the
Population, even in rural areas. The film has
grown as an independent cultural and
entertainment industry that attracts millions of
people the world over.
RECORDER MUSIC - Even lesser attention
has been devoted to recorded music as a
mass medium. And yet the replaying of music
dominates much of radio content arid the
auxiliary use of mobile phones. While music
is generally thought of as entertainment, its
relationship to social and political events is
recognized.
NEW MEDIA - covers a set of applied
communication technologies that continue to
evolve. One definition describes them as
"interactive forms of communication that use
the Internet including podcasts, blogs, social
networks, text messaging, wikis, virtual
worlds, and all other computer-aided
communication formats that are available
online.
SOCIAL MEDIA - a subset of the new media
has dominated the mass media landscape in
recent years. These are Internet-based
applications that build on the ideological
and technological foundations of Web 2.0,
and that allow the creation and exchange of
user-generated content.