• Communicationcame from the latin word

“communicare” which means “to share or to

impart”.
 What is
communication?

•Communication is defined as an act or

process of imparting and sharing
information between people in order to
express their desires, needs,
aspirations, dreams, goals, ideas,
thoughts, and all various kinds of
information.
Communication depends on factors like
language, environment, distractions,
persons communicating, which in turn
affect how messages are conveyed,
received, and understood.
4 main purposes of
communication

To inquire
To inform
To persuade
To develop goodwill
 Process of
Communication
Communication as a
process

•The communication process is the

pathway towards effective exchange
between the sender and the receiver. It
is made up of four key factors:
encoding, medium of transmission,
decoding, and feedback.
• Sender- an individual, group, or organization that initiates
the communication.
• Encoding- process in order to convey the meaning.
• Receiver- the individual or group of individuals to whom
the message is directed.
• Feedback- the final link in the chain of the communication
process.
Seven C’s of
communication

1. Completeness
2. Correctness
3. Conciseness
4. Concreteness
5. Consideration
6. Clarity
7. Courtesy
Completeness- The communication must be complete. It
should convey all facts required by the audience. The sender
of the message must take into consideration the receiver’s
mind set and convey the message accordingly.

Conciseness - Conciseness means wordiness, i.e,

communicating what you want to convey in least possible
words without forgoing the other C’s of communication.

Consideration - Consideration implies “stepping into the

shoes of others”. Effective communication must take the
audience into consideration, i.e, the audience’s viewpoints,
background, mind-set, education level, etc. Make an attempt
to envisage your audience, their requirements, emotions as
well as problems. Ensure that the self-respect of the
audience is maintained and their emotions are not at harm.
Modify your words in message to suit the audience’s needs
while making your message complete.
Clarity - Clarity implies emphasizing on a specific message
or goal at a time, rather than trying to achieve too much at
once.

Concreteness - Concrete communication implies being

particular and clear rather than fuzzy and general.

Courtesy - Courtesy in message implies the message should

show the sender’s expression as well as should respect the
receiver. The sender of the message should be sincerely
polite, judicious, reflective and enthusiastic.

Correctness - Correctness in communication implies that

there are no grammatical errors in communication.
Barriers in Communication
Environmental or Physical – surroundings create
disturbance among people communication.
Psychological – differences of attitude and behaviour
of the people involved in communication.
Semantic - occurs when the people involved in
communication have different background on the
language used.
COMMUNICATION PROCESS
Communication
Models
Linear Model of Communication

Aristotle(384-322 B.C) was a Greek philosopher and writer born in

Stagira, Northern Greece. He was also the teacher of Alexander the
Great. He studied physics, logic, mathematics, etc.

Aristotle Model mainly focused on speaker and speech. It can be

broadly divided into 5 primary elements: Speaker, Speech, Occasion,
Audience and Effect.
• The Aristotle’s communication model is a
speaker-centered model as the speaker has the
most important role in it and is the only one
active. It is the speaker’s role to deliver a
speech to the audience. The role of the audience
is passive, influenced by the speech. This makes
the communication process one way, from
speaker to receiver.

• The speaker must organize the speech

beforehand, according to the target audience
and situation (occasion). The speech must be
prepared so that the audience be persuaded or
influenced from the speech.
• He believed “Rhetoric” is the study of communication and
persuasion and different message or speeach should be
made for different audiences at different situations to
get desired effects or to establish a propaganda. This
model was highly used to develop public speaking skills and
create a propaganda at that time so, it is less focused on
intrapersonal or interpersonal communication.

• For instance, a politician (speaker) gives a speech

to get votes from the civilians (audience) at the
time of election (occasion). The civilians only vote
if they are influenced by the things the politician
says in his speech so the content must be very
impressive to influence the mass and the speaker
must design the message very carefully.
Aristotle has given 3 elements that must be
present in a good communicator or public
speaker. These elements are related to each
other and they reinforce the other elements.
Criticisms of Aristotle’s Model of
Communication
Communication
Models
Shannon and Weaver Model Of Communication

Shannon was an American mathematician whereas Weaver was a

scientist. The Mathematical theory later came to be known as
Shannon Weaver model of communication or “mother of all models.”
This model is more technological than other linear models.
Concepts in Shannon Weaver Model
• Sender(Information source) – Sender is the person who
makes the message, chooses the channel and sends the
message.
• Encoder (Transmitter) –Encoder is the sender who uses
machine, which converts message into signals or binary
data. It might also directly refer to the machine.
• Channel –Channel is the medium used to send message.
• Decoder (Receiver) – Decoder is the machine used to
convert signals or binary data into message or the receiver
who translates the message from signals.
• Receiver(Destination) –Receiver is the person who gets
the message or the place where the message must reach.
The receiver provides feedback according to the message.
• Noise–Noise is the physical disturbances like environment,
people, etc. which does not let the message get to the
receiver as what is sent.
• The sender encodes the message and sends it to the receiver
through a technological channel like telephone and telegraph. The
sender converts the message into codes understandable to the
machine. The message is sent in codes through a medium.

• The receiver has to decode the message before

understanding it and interpreting it. The receptor
machine/reception can also act as a decoder in some cases.
The channel can have noise and the receiver might not have
the capacity to decode which might cause problems in
communication process.

• For example, In cellphones- sender or the source of

message, encoder is the cellphone. The channel is the
cable or radio frequency. The decoder is the reception
place. Having no signal is the noise. and the receiver is
to whom the message is being sent.
• AsShannon was an engineer, this model was first
made to improve technical communication, mainly
for telephonic communication. It was made to to
maximize telephone capacity with minimum noise.

• Later, Weaver applied it for all kind of

communications to develop effective
communication and the model became famous as
Shannon Weaver model. In engineering,
Shannon’s model is also called information theory
and is used academically to calculate transmission
through machines and also has a formula.
• A businessman sends a message via phone text to his worker about a meeting
happening about their brand promotion. The worker does not receive the full message
because of noise. It goes like this:
• Businessman: We have a meeting at the office (“at 8 am” goes missing due to phone
network disruption or noise)
• Worker (feedback) : At what time?
• Here,
• Sender: Businessman
• Encoder: Telephone network company
• Channel: Mobile network
• Noise: Missing text due to disruption
• Decoder: Mobile phone
• Receiver: Worker

• The transmission error is the noise in this case. The feedback lets the businessman
know that the message reached incomplete. The receiver gets the chance to get the
full message only after his feedback.
Levels of Communication
Problems
There are three levels of problems of communication
according to Shannon Weaver. They are:

• Technical problem –How a channel causes a problem

• Semantic problem –Is the meaning of message sent and
received very different
• Effectiveness problem –How effectively does the message
cause reaction
Advantages of Shannon Weaver Model
• Concept of noise helps in making the communication effective by
removing the noise or problem causing noise.
• This model takes communication as a two way process. It makes the
model applicable in general communication.
• Communication is taken as quantifiable in Shannon Weaver model.

Criticisms of Shannon Weaver Model

• It can be applied more for interpersonal communication than group
communication and mass communication.
• Receiver plays the passive part in the communication process as sender
plays the primary role that sends messages.
• Feedback is taken as less important in comparison to the messages sent
by the sender.
• The model is taken by some critics as a “misleading misrepresentation
of the nature of human communication” as human communication is not
mathematical in nature.
Communication Models
Osgood and Schramm’s Circular Model of
Communication (1954)

The Osgood-Schramm model is built on the theory that

communication is a two-way street, with a sender and a receiver.
Charles Egerton Osgood popularized the notion that
communication was circular rather than linear, meaning that it
required two participants taking turns sending and receiving a
message.
• Wilbur Schramm (1954) stated “It is misleading to think of
the communications process as starting somewhere and
ending somewhere. It is really endless. We are little
switchboard centers handling and re-routing the great
endless current of information”.

• The model presented by Osgood and Schramm shows not

only the transmission and hearing of a message, but offers
explanations in how it can be perceived and understood.
The process of understanding what has been said can vary
widely from person to person as there will always be a
degree of semantic noise to be taken into account, such as
cultural differences, background, socio-economics,
education and values.
• In circular model we found that communication
ending up where it started off.In fact as
communication goes on, the noise get less and
personality more helpful for effective
communication.
• If we consider that the source and encoder are
one person, decoder and destination are another
and the signal is language. This diagram
represents human communication.The personality
box would get bigger and noise box would get
smaller.
Advantage of Osgood- Schramm model of communication

1. Dynamic model- Shows how a situation can change.

2. There is no separate sender and receiver, sender and
receiver is the same person.
3. Assume communication to be circular in nature

Disadvantage of Osgood- Schramm model of communication

• Thismodel does not really talk about semantic noise and it

just assumes the moment of encoding and decoding.
Communication Models

SMCR Model
The Berlo’s model follows the smcr model. This model is not
specific to any particular communication.

Berlo’s model lives a number of factors under each of the elements

behavioral-message way-feeling-behavioral
Criticism of Berlo’s smcr model of
communication:

No feedback / don’t know about the effect

Does not mention barriers to communication
No room for noise
Complex model
It is a linear model of communication
Needs people to be on same level for communication to
occur but not true in real life
Main drawback of the model is that the model omits the
usage of sixth sense as a channel which is actually a gift to
the human beings (thinking, understanding, analyzing etc).