SCHOOL OF SCIENCE & HUMANITIES

DEPARTMENT OF VISUAL COMMUNICATION

UNIT – I - Introduction to Communication – SVCA1101

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 UNIT - I
UNDERSTANDING COMMUNICATION

NATURE AND PROCESS OF COMMUNICATION

Communication simply refers to the sharing of thoughts, feelings, wishes or
information between two or more people, using sounds, signs or symbols. It is a process of
information exchange between a source and destination, through a channel or medium. It
involves encoding and sending messages, receiving and decoding them, and synthesizing
information and meaning.
THE ELEMENTS OF COMMUNICATION
Communication process involves elements like sender, receiver, encoding, decoding,
channel/ media, voice and feedback. These elements are explained below:
1. Sender: He/she is the person who sends his ideas to another person. For example, if a
manager wants to inform his subordinates about the introduction of a new product, he is the
sender.
2. Message: The idea, feeling, suggestion, guidelines, orders or any content which is intended
to be communicated is message. For example, message is the introduction of new product.
3. Encoding: It is the process of converting the idea, thinking or any other component of
message into symbols, words, actions, diagram etc. For example, message is connected in
words and actions.
4. Media: It is the medium, passage or route through which encoded message is passed by the
sender to the receiver. There can be various forms of media-face to face communication, letters,
radio, television, e-mail etc. For example manager inform about the introduction of a new
product in a meeting through presentation.
5. Decoding: It means translating the encoded message into language understandable by the
receiver.
6. Receiver: He/she is the person to whom the message has been sent. For example,
subordinates are receivers.
7. Feedback: It is the response by the receiver. It marks the completion of the communication
process.
8. Noise: It is the hindrance in the process of communication. It can take place at any step in
the entire process. It reduces the accuracy of communication e.g. 1) Disturbance in the
telephone lines, 2) An inattentive receiver 3) Improper Decoding of Message etc.

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EVOLUTION OF COMMUNICATION:
Communication and the want to communicate is possibly one of the oldest of the desires
of man. Food, clothing, shelter and the desire to communicate. The earliest form of
communication, where one individual meets another. Communication could be visual, verbal,
and aural or can be of any form that includes sensory communicative ability. Seeing, touching,
smelling, tasting, and feeling, talking and hearing are indeed all forms.
Sl. No. Year The History of Communication
1. 9000 BC Pictograms
The Phoenicians develop an alphabet. The Sumerians
2. 3500 BC to 29000 BC develop cuneiform writing - pictographs of accounts
written on clay tablets. The Egyptians develop
hieroglyphic writing.
Human messengers on foot or horseback common in
3. 200 BC to 100 BC Egypt and China with messenger relay stations built.
Sometimes fire messages used from relay station to
station instead of humans.
4. 105 BC Tsai Lun of China invents paper as we know it.

5. 305 AD First wooden printing presses invented in China -

symbols carved on a wooden block.
6. 1049 First movable type invented - clay - invented in China
by Pi Sheng.
7. 1450 Newspapers appear in Europe.

8. 1455 Johannes Gutenberg invents a printing press with metal

movable type
9. 1793 Claude Chappe invents the first long-distance
semaphore (visual or optical) telegraph line.
10. 1843 Samuel Morse invents the first long distance electric
telegraph line.
11. 1876 Alexander Graham Bell patents the electric telephone.
12. 1910 Thomas Edison demonstrated the first talking motion
picture
13. 1916 First radios with tuners - different stations.
14. 1925 John Logie Baird transmits the first experimental
television signal.
15. 1927 First television broadcasts in England.
16. 1951 Computers are first sold commercially
17. 1969 ARPANET - the first Internet started.
Time magazines names the computer as "Man of the
18. 1983 Year." First cellular phone network started in the
United States.
19. 1994 American government releases control of internet and
WWW is born - making communication at light speed.

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THE IMPORTANCE OF COMMUNICATION:

The real meaning of communication is getting the receiver and the sender tuned
together for a particular message. Communication takes place when one person transfers some
understandable data to another person. It also includes the exchange of thoughts, opinions,
sentiments, facts, and information between two or more persons. Feedback is very important
as it assures that your message should be properly conveyed to the receiver.
The essential features of an effective communication system are keys for productive
communication. The chief principles or characteristics of an effective communication system
are as follows:
 Clearness and integrity of message to be conveyed.
 Adequate briefing of the recipient.
 Accurate plan of objectives.
 Reliability and uniformity of the message.
 To know the main purpose of the message.
 Proper response or feedback.
 Correct timing.
 Use of proper medium to convey the message properly.
 Use of informal communication.
The following are some important guidelines to make communication effective:
 Try to simplify your thoughts before communicating your message.
 You must analyse the intent of each and every message.

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  Consider the overall physical setting whenever you communicate.
 You must discuss with others, where appropriate, in planning communication.
 Be careful while communicating, of the overtone as well as basic content of your
message.
 Take the opportunity to suggest something of help or value of the receiver. Follow-up
your communication.
 Prepare yourself for transmitting the message in a proper way.
 Be sure your actions support your communication.
 Seek not only to be understood but understand.

SIGNS AND SYMBOLS

Signs:
Sign and symbol are important concepts to understand. A sign is anything that stands
for something else. A sign represents something—an idea, an experience, a feeling, an object,
etc. Words as ordinarily used are signs in this sense. A sign has literal meaning; that is, its
meaning is simple and straightforward, a matter of conventional agreement among people who
use that particular sign.
A sign represents in two forms 1. As a signifier, i.e. it will have a form that a person
can see, touch, smell and / or hear, and 2. As signified, i.e. it will represent an idea or mental
construct of a thing rather than itself.
Semiotics is the study of signs. It is the theory of the production and interpretation of
meaning. Denotation refers to the obvious, straightforward meaning of a sign. A second level
meaning is termed Connotative.
Symbols:
A Symbol has complex meaning; it has not only "Literal" meaning, but also additional
meaning (s) beyond the literal. A symbol may have more than one meaning. In fact, the most
significant symbols do convey an indefinite range of meanings. It is something visible that by
association or convention represents something else that is invisible; "The Eagle is a symbol
of the United States"

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The Shape shows the Eiffel Tower. Usually, though, this symbol represents Paris or France,
not the tower itself.

BASIC MODELS OF COMMUNICATION

o Aristotle Model
o Berlo’s SMCR Model
o Shannon & Weaver Model
o Harold D. Lasswell’s Model
o Osgood & Schramm’s Model

ARISTOTLE MODEL OF COMMUNICATION:

Aristotle developed a linear model of communication for oral communication known

as Aristotle’s Model of Communication. This is considered as the first model of
communication and was proposed before 300 B.C. It is also considered to be the most widely
accepted model among all communication models. Aristotle Model is 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.

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 He believed “Rhetoric” is the study of communication and persuasion and different
message or speech 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. Even if the model is speaker oriented and focuses on audience interaction in
communication, there is no concept of feedbacks.
Example: 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.
The speech must be clear as well as the speaker must have a very good non-verbal
communication with the audience like eye contact. This example is a classic case of Aristotle
Model of Communication depicting all the elements in the model.
Criticisms:
 There is no concept of feedback, it is one way from speaker to audience.
 There is no concept of communication failure like noise and barriers.
 This model can only be used in public speaking.

BERLO’S SMCR MODEL OF COMMUNICATION:

In 1960, David Berlo postulated Berlo’s Sender-Message-Channel-Receiver (SMCR)
model of communication from Shannon Weaver’s Model of Communication (1949). He
described factors affecting the individual components in the communication making the
communication more efficient.
The model also focuses on encoding and decoding which happens before sender sends
the message and before receiver receives the message respectively. Berlo’s Model has mainly,
four components to describe the communication process. They are sender, message, channel
and receiver. Each of the component is affected by many factors.

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Components of Berlo’s Model of Communication:
S - Sender
Sender is the source of the message or the person who originates the message. The person or
source sends the message to the receiver. The following are the factor related to sender and is
also the same in the case of receiver.
Communication Skills
Communication skills of a person is a factor that affects the communication process. If the
sender has good communication skills, the message will be communicated better than if the
sender’s communication skills are not good. Similarly, if the receiver cannot grasp the message,
then the communication will not be effective. Communication skills include the skills to speak,
present, read, write, listening, etc.
Attitude

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The attitude of the sender and the receiver creates the effect of the message. The person’s
attitude towards self, the receiver and the environment changes the meaning and effect of the
message.
Knowledge
Familiarity with the subject of the message makes the communicated message have its effect
more. Knowledge on the subject matter makes the communicator send the message effectively.
Social Systems
Values, beliefs, laws, rules, religion and many other social factors affect the sender’s way of
communicating the message. It creates difference in the generation of message. Place and
situation also fall under social systems.
Culture
Cultural differences make messages different. A person from one culture might find something
offensive which is very much accepted in another culture.
M - Message
A message is the substance that is being sent by the sender to the receiver. It might be in the
form of voice, audio, text, video or other media. The key factors affecting the message are
Content
Content is the thing that is in the message. The whole message from beginning to end is the
content.
Elements
Elements are the nonverbal things that tag along with the content like gestures, signs, language,
etc.
Treatment
Treatment is the way in which the message is conveyed to the receiver. Treatment also effects
the feedback of the receiver.
Structure
The structure of the message or the way it has been structured or arranged, affects the
effectiveness of the message.
Code
Code is the form in which the message is sent. It might be in the form of language, text, video,
etc.
C-(Channel)
Channel is the medium used to send the message. In mass communication and other forms of
communication, technical machines might be used as a channel like telephone, internet, etc.

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But in general communication, the five senses of a human being is the channel for the
communication flow and it affects the effectiveness of the channel.
Hearing – We receive the message through hearing.
Seeing – We perceive through seeing. We also get non-verbal messages by seeing.
Touching – Many of the non-verbal communication happens from touching like holding hands.
Smelling – We collect information from smelling.
Tasting – Taste also provides the information to be sent as a message.
R- (Receiver)
Receiver is the person who gets the message sent in the process. This model believes that the
thinking pattern and all other factors mentioned above must be in sync to that of the sender for
the communication to be effective. The message might not have the same effect as intended if
the receiver and sender are not similar. The receiver must also have a very good listening skill.
Other factors are similar to that of the sender.
 Communication skills
 Attitudes
 Knowledge
 Social Systems
 Culture
Criticisms of Berlo’s SMCR Model:
 There is no concept of feedback, so the effect is not considered.
 There is no concept of noise or any kind of barriers in communication process.
 It is a linear model of communication, there is no two way communication.
 Both of the people must be similar according to all the factors mentioned above.

SHANNON WEAVER MODEL OF COMMUNICATION:

Shannon Weaver model of communication was created in 1948 when Claude Elwood
Shannon wrote an article “A Mathematical Theory of Communication” in Bell System
Technical Journal with Warren Weaver. 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.

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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
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.
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.

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  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.
LASSWELL’S COMMUNICATION MODEL:
Lasswell’s communication model was developed by communication theorist Harold D.
Lasswell (1902-1978) in 1948. Lasswell’s model of communication (also known as action
model or linear model or one way model of communication) is regarded as one the most
influential communication models.

Lasswell’s communication model has 5 components which is used as an analysis tool

for evaluating the communication process and components. The components are the questions
to be asked to get the answers and keep communication going.

Components Meaning Analysis

Who the communicator or sender or source of message Control Analysis
Says What the content of the message Content Analysis
In Which Channel the medium or media Media Analysis
To Whom the receiver of the message or an audience Audience Analysis
With What Effect the feedback of the receiver to the sender Effect Analysis

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 Though Lasswell’s model was developed to analyze mass communication, this model
is used for interpersonal communication or group communication to be disseminated message
to various groups in various situations. Lasswell also brought the concept of Effective
Communication Process. He talked about the relation between presentation of facts and how it
generates different effects. The use of the concept of effect makes Lasswell’s model non-linear
unlike its name. It’s because effect can also be taken as feedback.
Though, generally, the component of effect was made to be more about outcome of the
message, the model is applied in different Medias and fields despite being developed
specifically for mass communication. This model is similar to the communication model
proposed by Claude Shannon and Warren Weaver. Their model is more graphical than
Lasswell’s.
Disadvantages and Criticisms of Lasswell’s Model
 The major criticism of Lasswell’s Model is that it does not include feedback and it
ignores the possibility of noise.
 Without feedback, a communication process cannot be fruitful.
 Lasswell’s model is very linear and does not consider barriers in the communication
process.
 The model is also criticized for being very general and only including very traditional
topics. The model is very simplistic.

OSGOOD AND SCHRAMM’S MODEL:

It is a Circular Model, so that communication is something circular in nature

Encoder – Who does encoding or Sends the message (message originates)
Decoder – Who receives the Message

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Interpreter – Person trying to understand (analyses, perceive) or interpret
 From the message starting to ending, there is an interpretation goes on. Based on this
interpretation only the message is received.
This model breaks the sender and receiver model it seems communication in a practical way.
It is not a traditional model. It can happen within our self or two people; each person acts as
both sender and receiver and hence use interpretation. It is simultaneously take place e.g.
encoding, interpret and decoding.
Semantic noise is a concept introduced here it occurs when sender and receiver apply
different meaning to the same message. It happens mostly because of words and phrases for
e.g. Technical Language, So certain words and phrases will cause you to deviate from the actual
meaning of the communication.
 When semantic noise takes place decoding and interpretation becomes difficult and
people get deviated from the actual message.
Advantage of Osgood- Schramm model of communication
 Dynamic model- Shows how a situation can change
 It shows why redundancy is an essential part
 There is no separate sender and receiver, sender and receiver is the same person
 Assume communication to be circular in nature
 Feedback – central feature.
Disadvantage of Osgood- Schramm model of communication
This model does not talk about semantic noise and it assume the moment of encoding and
decoding.

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 SCHOOL OF SCIENCE & HUMANITIES
DEPARTMENT OF VISUAL COMMUNICATION

UNIT – II - Introduction to Communication – SVCA1101

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 UNIT - II
TYPES OF COMMUNICATION

 Intra-Personal Communication
 Inter Personal Communication
 Group Communication
 Public Communication
 Organization Communication
 Mass Communication

INTRA-PERSONAL COMMUNICATION
When someone talks to themselves intra-personal communication occurs. People often
think, plan, contemplate, and strategize about communication past, present and future.
Communication within ourselves is known as intra –personal communication. Intrapersonal
communication is communication with oneself using internal vocalization or reflective
thinking. Like other forms of communication, intrapersonal communication is triggered by
some internal or external stimulus
For example, a person may use self-talk to calm himself down in a stressful situation, or a shy
person may remind herself to smile during a social event. Intrapersonal communication also
helps build and maintain our self-concept. We form an understanding of who we are based on
how other people communicate with us and how we process that communication
intrapersonally.

INTER-PERSONAL COMMUNICATION
Interpersonal communication is the process by which people exchange information,
feelings, and meaning through verbal and non-verbal messages: it is face-to-face
communication. Interpersonal communication is not just about what is actually said - the
language used - but how it is said and the non-verbal messages sent through tone of voice,
facial expressions, gestures and body language.
The communication that occurs between two people normally refers to individuals who
know each other and are not just interacting in a social setting, as in the dealing between a
shopper and the shopkeeper. Inter-personal communication is the most common form of
communication. However in this age of technical advancement, were technology has removed
the barrier of time and space, inter-personal communication’s incidence is reducing.

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Interpersonal communication is the communication where two or more people are connected
in some way. It would include the exchange between a teacher and their students, a married
couple, a boss and an intern and so on.
The people involved in the communication are interdependent, meaning the action of
one person has effects on the other person. Example: A child’s temper tantrum will affect his
parents and siblings.
Interpersonal communication is relational in nature; it takes place in a relationship and
the way we communicate depends on the kind of relationship we have with the other person.
Example: You wouldn’t call your boss by their nickname, but you would for a sibling or a
friend.
The kind of communication can range from relatively impersonal to highly personal.
Example: You wouldn’t gossip about your ex with your boss, but would with a friend.

GROUP COMMUNICATION
Group communication is a mode of communication in an organization, between
employers and employees, and employees in teams/groups. Group communication can further
be looked from a marketing perspective as communicating to a group of people or target
customers in order to market a product. Small group communications can be looked at as
groups of size 3 to 20. And larger groups looked can be of sizes 100 to 200 in size. Group
communication can be effective, when there is a specific purpose to the communication, a
proper means of communication, and content of the communication suitable to the target
audience, and a proper communicator who can drive the initiative and process.
Group communication can be of various means, like social media, digital media, print
media, speeches and focus group communication etc. The choice of the means of
communication depends on factors like the target audience, the means and availability of the
communication mode, cost implication for the communication initiative.
Group communication can have effective results in case of marketing, where the
communication is vital for selling and marketing products and product launches etc.

PUBLIC COMMUNICATION
A type or a form of oral communication which involves “a single speaker who, in a
relatively formal tone and manner, presents a continuous, uninterrupted, informative,
persuasive, or entertaining discourse of supposedly general interest to a sizeable number of
other persons.

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Characteristics of Public Communication
 There is constant role stability in public communication.
 The degree of formality in public communication is usually high.
 The language used in public communication is more restricted and less personal
than in private conversation.
 Because of audience diversity, audience analysis and adaptation become more
difficult.
 The speech is adapted to the occasion and the needs of the audience as a whole.
 The opportunities for the speaker to perceive and adjust to listener feedback are
comparatively few.

ORGANIZATION COMMUNICATION
It is usually refers to established communication network and the communication flow
with in organizations and an organization’s communication climate. Whether they are official
reports, letters, forms, memos, or appointment letters they all fail into the category of
organizational or business communication. With the advent of internet, even e-mails have
gained entry into this category.

VERBAL AND NON-VERBAL COMMUNICATION

VERBAL COMMUICATION
Verbal communication refers to the message or information transmission by words of mouth.
Our use of language defines us as a species and profoundly influences all our other behaviors.
Verbal communication establishes culture and civilization. Verbal communication refers to the
use of sounds and language to relay a message. It serves as a vehicle for expressing desires,
ideas and concepts and is vital to the processes of learning and teaching. In combination with
nonverbal forms of communication, verbal communication acts as the primary tool for
expression between two or more people. Signs and symbols are the major signals that make up
verbal communication. Words act as symbols, and signs are secondary products of the
underlying message and include things like tone of voice, blushing and facial expressions.
Purpose
Although all species communicate, language itself is a purely human phenomenon that allows
for more precision than the communication methods of other beings.

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Oral communication
Oral communication covers a broad range of communication activities including
greetings given when two people passes in the hallway, a formal presentation to a large
audience and everything is in between. Oral communication implies communication through
mouth. It includes individuals conversing with each other, be it direct conversation or
telephonic conversation. Speeches, presentations, discussions are all forms of oral
communication. Oral communication is generally recommended when the communication
matter is of temporary kind or where a direct interaction is required. Face to face
communication (meetings, lectures, conferences, interviews, etc.) is significant so as to build a
rapport and trust.
Written communication
Anything that put on paperboard or banner in any form to be read by other people is
written communication. Written communication is a creative activity that requires a lot of
imagination and effort to arrive at the finished product. While oral communication is
spontaneous, written communication is based on conscious effort.

NON VERBAL COMMUNICATION

Nonverbal communication has been defined as communication without words. It
includes apparent behaviours such as facial expressions, eyes, touching, and tone of voice, as
well as less obvious message such as dress, posture and spatial distance between two or more
people.
Nonverbal communication skills are developed at a very young age. Young children
know far more than they can verbalize and are generally more adept at reading nonverbal cues
than adults are because of their limited verbal skills and their recent reliance on the nonverbal
to communicate. As children develop verbal skills, nonverbal channels of communication do
not cease to exist but rather they become entwined in the total communication process.
Humans continue to use Nonverbal Communication for lots of reasons, including:
 Words have limitations: There are numerous areas where nonverbal communication
is more effective than verbal (describing the shape of something, or providing quick
direction, for instance).
 Nonverbal messages are likely to be more genuine: because nonverbal behaviours
cannot be controlled as easily as spoken words.

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  Nonverbal signals can express feelings inappropriate to state: Social etiquette limits
what can be said, but nonverbal cues can communicate thoughts.
 A separate communication channel is useful to help send complex messages: A
speaker can add enormously to the complexity of the verbal message through simple
nonverbal signals.

KINESICS

It is the interpretation of body motion communication such as facial expressions and

gestures, postures, facial expressions and other bodily movements — that is, nonverbal
behavior related to movement of any part of the body or the body as a whole. The equivalent
popular culture term is body language, a term Ray Birdwhistell, an anthropologist coined it.
Facial Expressions: Facial expressions usually communicate emotions. The expressions tell the
attitudes of the communicator. Researchers have discovered that certain facial areas reveal our
emotional state better than others. This means that, as the receiver of a message, you can rely
heavily on the facial expressions of the sender because his expressions are a better indicator of
the meaning behind the message than his words. Facial expressions continually change during
interaction and are monitored constantly by the recipient. There is evidence that the meaning
of these expressions may be similar across cultures.
Smile: Smile can communicate friendliness and happiness.
Eyes: Eyes can reveal happiness, surprise or sadness.
Raised eyebrow: It can mean disagreement or surprise.
Yawn: Early in the morning, it can mean you didn't sleep enough. In a meeting
or conference, it means you got bored of the lecture.
Gestures:
One of the most frequently observed, but least understood cue is a hand movement.
Most people use hand movements regularly when talking. It can indicate a particular meaning,
feeling or intention. While some gestures (e.g., a clenched fist) have universal meanings, others
do not. Gestures with Universal Meaning: This category includes Salute, Bowing, and Waving.
Postures:
Obviously, one can be lying down, seated or standing. These are not the elements of
posture that convey messages. Are we slouched or erect? Are our legs crossed or our arms

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folded? Such postures convey a degree of formality and the degree of relaxation in the
communication exchange.
Looking or Eye Contact:
A major feature of social communication is eye contact. It can convey emotion, signal
when to talk or finish, or convey aversion. The frequency of contact may suggest interest or
boredom.

PROXEMICS
The distance one stands from another frequently conveys a nonverbal message. In some
cultures it is a sign of attraction, while in others it may reflect status or the intensity of the
exchange. Personal Space that surrounds a person in which they are made comfortable or
uncomfortable. It is a personal bubble of space that moves with you.
Distances
 Intimate distance: 0-18 inches
 Personal Distance: 18-48 inches
 Social Distance: 4-12 feet
 Public Distance: beyond 12 feet

Physical Contact: Shaking hands, touching, holding, embracing, pushing or patting on

the back all convey messages. They reflect an element of intimacy or a feeling of (or
lack of) attraction.

HAPTIC COMMUNICATION
Haptic communication means by which people and other animals communicate via
touching. Touch is an extremely important sense for humans; as well as providing information
about surfaces and textures it is a component of nonverbal communication in interpersonal
relationships, and vital in conveying physical intimacy. A socially acceptable level of touching
varies from one culture to another. In the Thai culture, touching someone's head may be thought
rude.

PARALANGUAGE
Paralanguage is the content of your message contradicted by the attitude with which
you’re communicating. Researchers have found that the tone, pitch, quality of voice and the

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rate of speaking convey emotions that can be accurately judged regardless of the content of the
message.

ORIENTATION
People may present themselves in various ways: face-to-face, side-to-side or even back-
to-back. For example, cooperating people are likely to sit side-by-side while competitors
frequently face one another. Communication orientation techniques are some of the methods
designed to reduce anxiety from negative thoughts and irrational beliefs. The communication
orientation approach enables speakers to assume a more conversational, relaxed yet engaging
approach when addressing an audience. With this approach toward speeches, you view public
speaking as an opportunity to engage with a number of people on a topic that is of equal
importance to you and also the audience members

OLFACTORY COMMUNICATION
Olfactory Communication can be used when visual or auditory cues difficult to detect
(night, underground, dense veg.) and also be left behind as a record or signal, even in absence
of producer. Can remain active for a long time.
Olfactory communication can be complex: not just stereotyped signal and response. Response
can depend upon context, prior experience, status (social or developmental) of both signaller
and receiver.

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 INTRODUCTION TO COMMUNICATION

SCHOOL OF SCIENCE & HUMANITIES

DEPARTMENT OF VISUAL COMMUNICATION

UNIT – III - Introduction to Communication – SVCA1101

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UNIT - III
COMMUNICATION PROCESS

ELEMENTS OF COMMUNICATION PROCESS:

 Source (Sender)
 Message
 Encoding
 Channel
 Decoding
 Receiver
 Feedback
 Noise
 Process
 Change
Source:
The source is the person (or thing) attempting to share information. The source can be a living or non-
living entity. The only qualifications necessary for a source are an origin of information and an ability
to transmit this information, through a channel, to a receiver.
Message:
This is the subject matter of the communication. This may be an opinion, attitude, feelings, views,
orders, or suggestions.
Encoding:
Encoding is the process of assembling the message (information, ideas and thoughts) into a
representative design with the objective of ensuring that the receiver can comprehend it.
Communication is only established when it results in both the source and the receiver understanding
the same information. People who are great communicators are great encoders; they know how to
present their message in a way that their audience (receivers) can easily understand.
Channel:
An encoded message is conveyed by the source through a channel. There are numerous channel
categories: verbal, non-verbal, personal, non-personal, etc. A channel could be the paper on which
words are written, or the Internet acting in the client-server model that is allowing you to read these
words right now.
A good communicator is one who understands which channels to use under different circumstances.
Unfortunately, there is no perfect channel. All channels have strengths and weaknesses (smartphones
are great, for example, but a marriage proposal is best done in person).

Decoding:

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The person who receives the message or symbol from the communicator tries to convert the same in
such a way so that he may extract its meaning to his complete understanding.
Receiver:
Receiver is the person who receives the message or for whom the message is meant. It is the receiver
who tries to understand the message in the best possible manner in achieving the desired objectives.
Feedback:
A better word might be “reaction” or “responses.” Feedback is the process of ensuring that the
receiver has received the message and understood in the same sense as sender meant it.
Noise:
The channel is subjected to various hindrances that disturb an effective communication. The major
classifications of noise are Physical, Physiological, Psychological and Semantic.
Context:
Context is the situation in which we deliver and receive the message.
Process:
Communication is an on-going process. It ensures that “One Cannot Not Communicate” as said by
Marshal McLuhan. Whatever state we are dealt in we often communicate and the process of
communication is a continuous.
Change:
Change is the process of changing the mind-set of the receiver through the content that is conveyed,
most probably the sender tries to dominate the thoughts of the receiver and change his mind.

USE OF LANGUAGE IN COMMUNICATION:

Language is essentially a means of communication among the members of a society. In the
expression of culture, language is a fundamental aspect. It is the tool that conveys traditions and
values related to group identity. Effective communication is a process of exchanging ideas, thoughts,
knowledge and information such that the purpose or intention is fulfilled in the best possible manner.
The need to communicate triggers both the occurrence and the development of a language and
this need arises and becomes stronger and stronger when one has someone else to communicate with,
i.e. where there is a society. In terms of linguistics, the study of language is a multidisciplinary
endeavour. Communication takes place not only orally, but also in writing. It is this plurality of
aspects in studying the same object that makes language a perpetual phenomenon.
Communication is so pervasively important in all walks of life that every branch of the social
sciences is concerned with it, studies it, and adds to the general fund of knowledge about it whereas
language helps to achieve the needs of one self.

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NEED FOR EFFECTIVE COMMUNICATION:

Communication is about more than just exchanging information. It's about understanding the
emotion and intentions behind the information. Effective communication is also a two-way method.
It is not only how you convey a message so that it is received and understood by someone in exactly
the way you intended, it’s also how you listen to gain the full meaning of what is being conveyed.
More than just the words you use, effective communication combines a set of skills including
nonverbal communication, engaged listening, managing stress in the moment, the ability to
communicate assertively, and the capacity to recognize and understand your own emotions and those
of the person you’re communicating with. It enables you to communicate even negative or difficult
messages without creating conflict or destroying trust. While effective communication is a learned
skill, it is more effective when it’s spontaneous.
Conveying a message effectively is an art as well as a skill developed after continuous practice
and experience. The predetermined set of skills required for an influential communication process are
as follows:
Observance: A person must possess sharp observing skills to gain more and more knowledge and
information.
Clarity and Brevity: The message must be drafted in simple words, and it should be clear and precise
to create the desired impact over the receiver.
Listening and Understanding: The most crucial skill in a person is he must be a good, alert and
patient listener. He must be able to understand and interpret the message well.
Non-Verbal Communication: To connect with the receiver in a better way, the sender must involve
the non-verbal means communication too. These include gestures, facial expressions, eye contact,
postures, etc.
Selection of the Right Medium: Choice of the correct medium for communication is also a skill. It
is necessary to select an appropriate medium according to the situation, priority of the message, the
receiver’s point of view, etc.
Providing Feedback: Effective communication is always a two-way process. A person must take as
well as give feedback to bring forward the other person’s perspective too.
EFFECTIVE SENDING SKILLS:
 Be prepared of the content
Preparation ensures that your audience will never be in doubt about what you are trying to say -
and neither will you. Careful preparation sharpens your perceptions and gives you great confidence.
The more homework you do, the more spontaneous, confident, and relaxed you are when you deliver
the speech.
 Use fewer words
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Understanding the words and using them in the correct context is the key element in the sending
skills. It is important to speak or write in the simplest way you can. Don’t use large vocabulary to
address or convey the message, always try to make it simple and elegant. Use words and expressions
that you are confident using.
 Be aware of the listener
A person must possess sharp observing skills to gain more and more knowledge and information
while delivering some message. It is necessary to understand the listener’s diverse in the group and
message shouldn’t hurt or damage others thought or particular listeners.
 Be aware of one’s thoughts
Delivering a message with courtesy and respecting the values, believes, opinions and ideas of the
receiver is the essence of effective communication. To connect with the receiver in a better way, the
sender must involve the non-verbal means communication too. These include gestures, facial
expressions, eye contact, postures, etc.
EFFECTIVE RECEIVING SKILLS:
 Paying attention to presenter
Most important part of receiving skills being attached with the presenter or speaker, who delivers
the message or content and understand what he/she trying to say to the audience with what kind of
effect created through the message.
 Not interpreting
While listening to the message delivered by the speaker, even if any crisis or due occurs shouldn’t
be interpreted in between the communication. It is basic knowledge of receiving skill. As feedback is
the core element in communication, it need to be directed after the complete message or content has
been delivered to the particular audience.
 Making open enquiries
Always be open to raise enquiries on the message by the speaker. Don’t be closed minded on the
message or listening material need to be always regarded to your need.
 Accepting what others says
For effective communication, accepting what other says in the communication matters a lot
because the perspective of the message delivering and understanding it may vary from person to
person. Always need to be open minded to get what others say, if anything looks or seems not
authentic may be raised in the feedback.
 Obey the audience

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It is necessary to obey the audience even the message or content that doesn’t suits for your need.
One or other messages may be important for other listeners too. So, patience is the important
characteristics in the listening skills.
 Speaking friendly
Delivering the message in friendly way and connecting with the vast group of diverse audience.
FACTORS AFFECTING EFFECTIVE COMMUNICATION:
INTRA-PERSONAL BARRIERS:
(a) Wrong assumptions
Many barriers stem from wrong assumptions. Wrong assumptions are generally made because
the sender or the receiver does not have adequate knowledge about each other’s background or
entertains certain false notions, which are fixed in their mind.
(b) Varied Perception
Individuals in an organization also perceive situations in different ways. The best way to
overcome this barrier is to step back and take a wider perspective of the issue.
(c) Differing Background
No two persons have a similar background. Even siblings differ in their genetic inheritance.
(d) Wrong interference
Interference is more dramatic than facts, and for this reason they give more scope for gossip
and rumour to burgeon.
(e) Impervious Categories
In general, we react positively to information only if it is in consonance with our own views
and attitudes.
(f) Categorical Thinking
People who feel that they ‘know it all’ are called pansophists. This type of thinking exists in
people who feel that they know everything about a particular subject, and therefore refuse to accept
any further information on that topic.
INTER-PERSONAL BARRIERS:
(a) Limited Vocabulary
An inadequate vocabulary can be a major hindrance in communication.
(b) Incongruity of verbal and non-verbal messages
Misinterpreted non-verbal communication acts as another barrier to effective information
gathering.
(c) Emotional outburst
In most cases, a moderate level of emotional involvement intensifies communication, making
it more personal.
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(d) Communication selectivity

If you are the receiver in a communication process and you pay attention only to a part of the
message, you are imposing a barrier know as communication selectivity.
(e) Cultural variation
This is one of the predominate factors in communication failure. As businesses are increasing
across national boundaries to complete on a global scale, the outlook of global and domestic work
force has changed drastically.
(f) Poor listening skills
A common obstacle to communicate is poor listening habits.
(g) Noise in the channel
Noise interference greatly in the transmission of signal and thus creates a strong barrier in
communication.
ORGANIZATIONAL BARRIERS:
(a) Too many transfer stations
The more links there are in a communication chain, the greater are the chances of
communication that will occur. Transfer stations do serve a purpose, but having too many of them
are counterproductive.
(b) Fear of superiors
In rigidly structured organization, fear or awe of the superiors prevents subordinates from
speaking frankly. As a superior, it is essential to create an environment, which enables people to speak
freely.
(c) Negative tendency
Many organizations create work group, while some groups are formed according to the
demands of the task, such as accomplishing a particular project, many other small groups are also
formed for recreational, social, or community purpose. These groups may be formal or informal. And
generally consist of people who share similar values, attitudes, opinions, beliefs and behaviours.
Nevertheless, on some occasions, it is possible to have a communication barrier due to confliction of
ideas between members and non-members of a group.
(d) Use of inappropriate media
Some of the common media used in organizations are graphs and charts, telephones, fax-mail
machines, boards, e-mail, telephones, films, and slides, computer presentations, teleconferencing and
video conferencing. While choosing the medium you should keep in mind the advantages,
disadvantages and potential barriers to communicate.
(e) Information overload

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One of the major problems faced by organizations today is the availability of huge amounts
of data, which the receiver is unable to handle effectively. This is known as information overload.

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SCHOOL OF SCIENCE & HUMANITIES

DEPARTMENT OF VISUAL COMMUNICATION

UNIT – IV - Introduction to Communication – SVCA1101

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 INTRODUCTION TO COMMUNICATION

UNIT - IV
FORMS OF COMMUNICATION

LEVEL OF COMMUNICATION:

Verbal level of communication

This level includes our selection of words based on an understanding of meaning between the
speaker and the listener. There are multiple definitions for most words, and few of us hold the exact
same meaning for each word. Different words evoke different images, memories, and meaning for
different people.
Physical level of communication
Visual cues like eye contact, gestures, movements, stances, breathing, posture, and facial
expressions influence how we feel and communicate. When used with integrity, techniques like
“matching and mirroring” people’s posture and gestures (and certain words too) can increase their
receptivity of your message. To communicate effectively on the physical level, it’s helpful to
physically align with others, connecting with them in form and movement. It also helps to be mindful
of your posture, facial expressions, and hand gestures.
Auditory level of communication
The sound of our voice, including the tone, range, volume, and speed affects how our
messages are received and interpreted by others. For example, fast talkers will find it beneficial to
slow their speech when speaking to a thoughtful, introverted person or risk being unheard. Also, how
we enunciate, inflect, and place emphasis on certain words affects how others interpret the meaning
of what we say.
To communicate effectively on the auditory level, become aware of various auditory cues,
speaking to others in a manner more akin to their own ways (another form of “matching and
mirroring”).
Emotional level of communication
Few people appreciate how our emotional states affect what we communicate and how the
message is interpreted by the recipient. In rhetoric, Aristotle’s pathos represents an appeal to the

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audience’s emotions. The speaker’s emotions put the recipient in a particular state of mind and
influence how the listener interprets what is said.

To communicate effectively on the emotional level, become aware of your emotional state,
learning to pause and release negative emotions before attempting to connect with others. Words
delivered with pride, anger or fear are rarely well received.
Energetic level of communication
Also called the psychic level, this level of communication encompasses a vast range of unseen
factors including a person’s level of consciousness, the frequency or harmonics of the message, and
other subtle energies. Some people seem to have an “X-factor”—a unique presence—that naturally
imparts their messages to others with greater receptivity and understanding.
To communicate more effectively, hold the highest intention for the other person’s wellbeing.
This requires a unique level of mindfulness generally cultivated through compassion practices. When
we are centred in a state of mastery, we’re more likely to access this psychic dimension that holds
great treasures of insights into others, helping us communicate with greater ease.

DENOTATION & CONNOTATION

Connotation and denotation are not two separate things/signs. They are two aspects/ elements of a
sign, and the connotative meanings of a word exist together with the denotative meanings].
Denotation represents the explicit or referential meaning of a sign. Denotation refers to the literal
meaning of a word, the ‘dictionary definition.’
Connotation represents the various social overtones, cultural implications, or emotional meanings
associated with a sign.
For example, the name ‘Hollywood’ denotes an area of Los Angeles, worldwide known as the center
of the American movie industry.
In the same time, the name ‘Hollywood’ connotes such things as glitz, glamour, tinsel, celebrity, and
dreams of stardom.
Words have both denotations (literal meanings) and connotations (suggestive meanings). Fungus is a
scientific term denoting a certain kind of natural growth, but the word also has certain connotations
of disease and ugliness. Connotations can be both positive and negative; for example, lady carries a
hint of both elegance and subservience. The influence of connotative meaning can also change the
denotative meaning, one example being the thoroughly transformed word gay.
Denotation is when you mean what you say, literally. Connotation is created when you mean
something else, something that might be initially hidden. Connotations are important in poetry
because poets use them to further develop or complicate a poem's meaning.
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TRANSACTIONAL ANALYSIS OF INTERACTIVE MODEL

When people transact and exchange ideas and information, they are either comfortable or
uncomfortable communicating with each other. Transactional analysis is a technique which helps to
understand the behaviour of other person so that communication becomes effective.
Transactional Analysis (TA) studies transactions amongst people and understands their
interpersonal behaviour. It was developed by Eric Berne, a psychotherapist. He observed there are
several ‘people’ inside each person who interact with other people in different ways.
To understand the model, one should understand the following
1. Ego States,
2. Life Position and
3. Analysis of Transactions.
Ego State:
It represents a person’s way of thinking, feeling and behaving. There are three ego states
present in everyone: child, parent and adult. They are related to behaviour of a person and not his age.
However, they are present in every person in varying degrees. There may be more of one ego state
than another at a specific point of time. When two persons communicate with each other,
communication is affected by their ego states:
 Child Ego
 Parent Ego
 Adult Ego
Analysis of Transaction:
When two persons interact or communicate with each other, there is a transaction between them.
While transacting, both of them are at different ego states.
Based on the ego states, two types of transactions can take place:
(a) Complementary and
(b) Crossed.
Complementary Transactions:
(a) In complementary transactions, sender of information gets an expected response from the receiver.

People get expected response from each other because both are in the expected ego states. Both are,
therefore, satisfied and communication is complete. In complementary transactions, ego states of two
persons are parallel to each other. Stimulus and response patterns are as predicted.

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There can be nine types of complementary transactions:

(Adult – Adult) (Parent – Parent) (Child – Child)
(Adult – Parent) (Parent – Child) (Child – Parent)
(Adult – Child) (Parent – Adult) (Child – Adult)
Crossed Transactions:
(b) In crossed transactions, sender gets unexpected response from the receiver which obstructs the
process of communication. Stimulus – response lines are not parallel in these transactions. Rather,
they cross each other. The person who initiates the transaction or creates a stimulus gets a response
he does not expect.
By proper understanding of one’s own ego state and that of the other, communication barriers on
account of behavioural mal-adjustments can be reduced. Transaction Analysis transforms negative
attitude of people into positive attitude. It changes failure, fear and defeat to victory, optimism and
courage. It makes people strong and directed towards positive thinking.
It improves interpersonal relationships amongst people by understanding their ego states. Crossed
transactions can be converted into complementary transactions and communication process can be
improved. People will be more comfortable interacting with each other. This will improve
effectiveness of the organisation.
Positive thinking and complementary transactions help to understand human needs and improve
motivation. People can perform jobs which give them positive energy. It focuses more on intrinsic
satisfaction than extrinsic satisfaction.

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SCHOOL OF SCIENCE & HUMANITIES

DEPARTMENT OF VISUAL COMMUNICATION

UNIT – V - Introduction to Communication – SVCA1101

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UNIT - V
INDIAN MEDIA

FOLK MEDIA:
Folk media is an effective means of communication in today’s world since it not only helps
connect people with their cultures but also revives the lost culture of the society. Folk media forms
the language of expression for the local populace and gives them a chance to voice out their opinions
on various issues. It depicts the constantly changing face of any society along with its virtues and
vices. It is a method to underline certain dominant ideologies of the society through its own people.
If observed closely, traditional folk media is an excellent tool to enhance communication and promote
dialogue at the grass root level of any society.
The most popular form of traditional folk media is the folk dance. Colourful, vibrant,
melancholic, elegant, graceful — all these attributes form the core of folk dances. They attract
audience since the tunes are generally feet tapping and very well-liked by the local crowd. The folk
dances vary in range from the mountains to the plains to the desert to the coastal areas. Every
geographical area differs in the type of dances that it offers. For example, in India, Punjab has Bhangra
as their folk dance which is energetic and colourful for it is a dance of celebration for them while
down south in Kerala, their folk dance is Mayil Attam (the peacock dance) which is elegant and is
performed at village get-togethers. Traditional folk dances are an excellent mix of traditional folk
music and folk tales that help communicate messages in an effective manner.
Folk music is yet another popular form of folk media. Music is governed by the
language, colloquial accent, and instruments used by the local people. Thus, each territorial
area has a distinct folk music of its own. Folk music is especially admired since it does not
require elaborate set ups or any preparation. Wherever a crowd gathers, people begin to sing
and others gradually join. Lyrics of folk music are pretty striking since they echo the
problems of the people with a satirical taunt to the government and the officials.
EVOLUTION & PIONEER OF INDIAN CINEMA:
Pre-Cinema Era
Telling stories from the epics using hand-drawn tableaux images in scroll painting, with
accompanying live sounds have been an age old Indian tradition, these tales, mostly the familiar
stories of gods and goddesses, are revealed slowly through choreographic movements creates illusion
of movements. And so when Lumiere Brothers‟ representatives held the first public showing at
Mumbai (Bombay) Watson’s Hotel on July 7, 1896, the new phenomenon did not create much of a
stir here aand no one in audience ran out at the image of the train speeding towards them, as it did
elsewhere. The possibility of reaching a large audience through recorded images which could be

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projected several times through mechanical gadgets caught the fancy of people in the performing arts
and the stage and entertainment business. The strong influence of its traditional arts, music, dance
and popular theatre on the cinema movement in India in its early days is probably responsible for its
characteristic enthusiasm for inserting song and dance sequences in Indian cinema, even till today.
The first short films in India were directed by Hiralal Sen, starting with Flower of Persia (1898).
Raja Harischandra
Dhundiraj Govind Phalke (1870 – 1944) affectionately called Dadasaheb Phalke is considered
as the ‘father of Indian Cinema’. Central in Phalke‟s career as a filmmaker was his fervent belief in
the nationalistic philosophy of swadeshi. Phalke, with his imported camera, exposed single frames of
a seed sprouting to a growing plant, shot once a day, over a month-thus inadvertently introducing the
concept of ‘time-lapse photography’, which resulted in the first indigenous „instructional film‟- The
Birth of a Pea Plant (1912) – a capsule history of the growth of a pea into a pea-laden plant. This film
came very handy in getting financial backing for his first film venture.
Inspired from an imported film – Life of Christ – Phalke started mentally visualising the
images of Indian gods and goddesses. What really obsessed him was the desire to see Indian images
on the screen in a purely Swadeshi venture. This made him to bring in his first full-length motion
picture in India Raja Harischandra (1913) a silent film in Marathi; the female roles in this film were
played by male actors. The film was widely acclaimed by one and all and proved to be a great success.
In his film He had made 95 movies, 26 short films in his career span of 19 years. The most prestigious
award given for lifetime contribution to Cinema was instituted in his honour by Government of
India in 1969 and was named Dadasaheb Phalke Award.
Regional Films
The first film in southern India was made in 1916 by R.Nataraja Mudaliar- Keechaka Vadham,
derived from the mythological Mahabharatha. Another film made in Madras –Valli Thirumanam
(1921) by Whittaker. Hollywood returned Ananthanarayan founded General Pictures Corporation in
1929 and established film making as an industry in South India and became single largest producer
of silent films.
The four major languages of South India, Tamil, Telugu, Kannada and Malayalam, are spoken
by more than 23 percent of India’s 547 million people. For various historical reasons, to most of them
Hindi is an incomprehensible, foreign language. This linguistic barrier provided an automatic
protection to films produced in South Indian languages against competition from Hindi talkies, and
left the producers free to exploit the enormous captive market, an opportunity they seized and made
full use of.
The transformation of madras, the film centre of South Indian from a fumbling late starter to
a position of commanding lead has been dramatic. How dramatic can be judged by comparing the
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share of film production in the two canters Bombay and Madras. In 1946 Bombay accounted for 77
percent of the total production in the country whereas madras had a share of only 11 percent. By 1959
Bombay‟s share had come down to 38 percent whereas Madra’s rose up to 46 percent. Madras by
that time had not only the best equipped studios in the country but also the best managerial methods.
From the point of view of organization in no other centre is the business of film production run as
efficiently as in Madras.
The transformation owes a great deal to the enterprise and business acumen of two leading
producers, S.S. Vasan (Geminin studios) and A.V. Meiyappan (AVM Studios). The foundation they
helped to lay and the structure they helped to build made the film industry in Madras confident enough
to venture into the preserves of the Hindi cinema. Producers started making Hindi films and
successfully invaded the North Indian market. Reference has earlier been made to “Chandralekha”
which blazed the trail, so to speak, of spectacular extravaganzas in Indian cinema. The trail travelled
North through the Hindi version of the film which in terms of gross takings was more successful than
the original Tamil. Producers in Madras have never looked back since.
Documentary Films
The documentary or nonfiction film is an elaborate method of recoding the lives and activities
of real people, but ‘constructed’ or ‘recreated’ never the less to tell and interesting story. A committee
set up by the Government of India in the sixties under the chairman ship of M.D. Bhutt to define the
term documentary film for the guidance of bodies like the film. The documentary had its beginning
in 1922 when Robert Flaherty, an English man, took his camera to the artic region to film the life of
an Eskimo family and finally, ‘Nanook of the north’ a documentary film that started the documentary
tradition in cinema and later in T.V.
GROWTH OF PRINT MEDIA:
The evolution of Newspapers in India is with the introduction of „Bengal Gazette‟ started by
James Augustus Hicky in 1780 from Calcutta as a weekly two sheet paper. This Newspaper paved
the way for Indian freedom struggle and the fight against the social evils in India by the way of
revolutionary and enlightening writings.1860‟s witnessed a boom in the Indian Language Press in
the country. Several Newspapers made their appearance in this period. Also many English
Newspapers which evolved at that time are flourishing even today like The Times of India (1861),
The Pioneer (1861), The Statesman (1875) and The Hindu (1878).
Number of acts and restrictions like The Vernacular Press Act, Gagging Act etc tried to
overrule the power of Print Media in India but the then social reformers and freedom fighters like
Mahatma Gandhi, Bal Gangadhar Tilak, Aurbindo Ghosh, Annie Beasant, and many others
recognized the power of pen and used it as a tool for propagating the feeling of nationalism and
brotherhood. They also used their Newspapers to remove the socioreligious evils of the society. Thus,
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the history of Journalism in India is inseparably linked with the development of social awareness,
national consciousness and the progress of freedom movement.
Newspapers in India
 January 29th, 1780 first newspaper in India was published by James Augustus Hicky –
“Bengal Gazette” or ‘the Original Calcutta General Advertiser’ (only for two years). Hence
Hicky known as “Father of Journalism”
 News wasn’t attracted by Indian (freedom struggle) – Sex, Gossips, East Indian companies,
etc. i.e. Yellow Journalism. News were less in number compare to advertisements (Bengal
Gazette came smoothly only for first 10 months)
 Government Scandal reports basically investigative reports were published. To control the
Bengal Gazette, Government of India started “India Gazette” or “Calcutta Advertiser”
 Initially fight between Bengal Gazette & India Gazette, typefaces were supplied to both the
newspapers. Later it’s stopped for Bengal Gazette.
 March 4th, 1784 ‘Calcutta Gazette’ or ‘Oriental Advertiser’ newspaper was started. Structure
of the newspaper was Tabloid & it’s known for tri-language system – English, Persian &
Bengali
 1785, ‘Bengal Journal’ was started and this newspaper published all government
advertisements @ free of cost. 1785, ‘Oriental Magazine’ was started and it’s known for
entertainment news • All the above newspapers enjoyed postal concession for wider
circulation
 Newspapers to Madras
 1790, first newspaper in Madras – Madras Courier, government decided to give advertisement
for the paper.
 1795, Madras Gazette was started, same year government implemented ‘Censorship Act’ for
press
 Censorship Act - First rule of law in India for press. 1799, Censorship Act was slowly
implemented to all the newspapers in India. Hence ‘Bengal Gazette’ newspaper banned.
Eventful Period of Newspapers Growth
 Lord Wilson wants to control the growth of Indian newspapers - news was against the
government. If press violates the rules then immediate penalty/ punishments.
 Lord Milton gave liberty to newspapers; again „Bengal Gazette’ newspaper came into play in
1816.
 1816, Gangadhar Bhattacharya - ‘Calcutta Gazette’, first owner of Indian newspaper-
remembered as a pioneer of Indian own newspaper.

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 In 1818, Serampore missionaries started first newspaper ‘Dig Darshan’ monthly, it space to
historical data and political news. After four month it was renamed as ‘Samachar Darpan’ the
paper sold for one rupee and it becomes bilingual (Bengali-Hindi) in 1829.
 In 1818, second newspaper ‘Friend of India’. The Sharapov missionaries’ newspapers started
to critic the Hindu religion values.
 The prime motives to start the Newspapers in Indian languages were to promote the feeling
of patriotism and to encourage social reforms also because the society was occupied with lots
of prejudices, orthodoxies and social evils like sati pratha, child marriage, caste
discrimination, idol worship, animal sacrifice and other narrow beliefs.
 Raja Rammohan Roy, who is considered as the founder of revolutionary Indian Press,
recognized the power of Newspapers and used it as a vehicle for propagating his liberal ideas
and eradicating the social evils prevailing in the Indian society. He introduced ‘Sambad
Kaumudi’ in Bengali in 1821 and published the articles promoting women education, social
betterment and awakening and development of scientific outlook. His other publications
include ‘Mirat-ul-Akhbar’ in Persian and ‘Brahmanical Magazine’ in English. At that time,
education system entered in the country through British contacts and many societies and
missions like Brahma Samaj, Ramkrishna Mission, AryaSamaj, and Theosophical Society
came into the scenario with the feeling of social development and nationalism.
Newspapers in India - 20th Century
Annie Besant
 In 1916, Home Rule League established by Annie Besant and Bal Gangadhar Tilak, she used
print medium a propaganda vehicle.
 She started ‘Madras Standard’ newspaper and renamed as ‘New India’.
 In 1919 government introduce Rowlatt Act (government had the power to arrest people
without trial they suspect with the charge of terrorism). Hence she fought for freedom of press
through her writing.
 In 1920, Annie started National University to bring discipline in Journalism. Diploma in
Journalism course was started, internship for student in New India. Thus she called as ‘Torch
Bearer of Indian Liberty’ and ‘Pioneer of Journalism’.
 In 1915 Gandhi returns from South Africa. He started a chain of newspapers, „Young India‟
and ‘Navegiean’ weekly in Gujarati. He advocated that a Newspaper is a powerful tool in
bringing positive changes in the society but at the same time, he feared that this power can be
misused for commercial interests as many publications started looking for the revenue
attached to the advertisements.

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Role and responsibility:

 The press provides varied information to people and it’s the best instrument for enlightening
the mind of a man rationally and morally as a social being.
 It acts as a public conscience, investigates stories affecting the public welfare and highlights
injustice
 It promotes peace, maintains order in society, defends rights and freedom, and fights for
justice and equality.
 It aids people to express their views and opinions.
 The press has brought the family planning awareness.
 It creates awareness, interest, innovation and evaluation in adapting new technique and to
practice to improve socio economic condition.
Magazines:
There are two types of magazines: General interest and special interest magazines. General interest
magazines are those attempts to cater to a wide variety of reading interests. The magazine as a
contemporary medium continues to serve surveillance functions, monitoring what is going on,
transmitting the culture, and entertaining the population. Magazines in essence, are the great
interpreters of what is happening in society.
Special interest magazines:
These magazines cater to the interest of a specific profession or group. Viz., Business India or
Business Today, women's magazines such as Femina, Women's era, Savvy, Gruhshobha etc.,
Children's magazines such as Safari, Chandamama, Target, etc. There are many other special interest
magazines for readers interested in interior decoration, literature, architecture, sports, medicine, etc.
Advertisers use these magazines as medium for publishing their products to the special target groups.
News agencies:
A news agency is an organization that collects news and news material and to distribute to a group of
news enterprises. The major Transnational news agencies continue to be “the big four” Reuters of
Britain, AP (Associated press) of US, AFP (AGENCE FRANCE PRESS) of France and UPI (United
Press of India) of US. K.C. Roy is the first Indian journalist to set up first Indian news agency called
Press News Bureau (PNB). By 1949, the Indian and Eastern Newspaper Society started its own
agency name the Press Trust of India (PTI)
RADIO BROADCASTING:
1927 Radio broadcasting began in India as a Private enterprise with amateur radio clubs in
Calcutta, Madras, Bombay & Lahore to form the Indian broadcasting company (IBC). 1996 Lord

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Irwin, viceroy of India inaugurated IBC‟s service, but three years later it was shut down due to loss
of money
In 1930 British government took radio broadcasting and established Indian State Broadcasting
Service which later renamed as All India Radio. (British felt that „broadcasting‟ was a difficult word
for Indians to pronounce)
 BBC, AIR broadcast anti-Nazi and anti-Japanese propaganda into neighbouring Asian
countries. Meanwhile British denied radio access to Indian Nationalist leaders (struggle for
independence)
 1947 (India gained independence), AIR had an infrastructure of Six radio stations located in
metropolitan cities. The country had 2,80,000 radio receiver sets for 350 million people.
 Post- independence, Nehru government gave priority to the expansion of radio broadcasting
infrastructure - Especially in state capitals & border areas.
 1940’s & 50’s AIR programs were mostly of news, current affairs, drama & music – High
culture (news) & Low-culture (film songs and commercial materials) were banned
 Thus Indian radio listeners turn to ‘Radio Ceylon’ & ‘Radio Goa’ – Indian film songs,
commercials & other entertainment.
 ‘Foreign’ broadcasts in India spurred radio listening and sale of radio sets. Indian government
slow in response to the foreign competition for radio audience and 1957, after 10 years, AIR
launched ‘Vividh Bharati’ entertainment channel in Radio – Indian film songs and other
entertainments (1967 commercials allowed in VB)
 2000 – AIR programs were heard in 2/3rd Indian households in 24 languages and 146 dialects
over some 120 million radio sets
- 1956, Pune Radio Farm Forum Project sponsored by UNESCO (inspiration from
Canada’s experience with radio farm forum in 40‟s)
Entertainment – Education
 AIR development programs – entertainment and education serials
 1987, the central educational broadcasting unit of AIR produced several entertainment-
education serials on social forestry, sex education, substance abuse, gender equality, literacy
and family size AIR‟s serials adopted entertainment format – Soap Operas, variety programs,
interactive talk shows – educating audience through entertainment
 1988, Jeevan Saurabh (Fragrance of life), 13 episode addresses various adolescent problems
– teenage sexuality (broke new ground @ AIR), intergenerational conflicts and career choices
& it‟s a highly participatory program

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 INTRODUCTION TO COMMUNICATION

 AIR‟s serials – Dehleez (Threshold), Tinka Tinka sukh (happiness lies in small pleasures) –
research shows serials reached large audience
 Usha Bhasin, official from IBS (Indian broadcasting services) produced Jeevan Saurabh &
Jeevan
 Saurabh II program designed on prior audience needs.‟ Interactive‟ with target audience.
 Thousands of listeners were encouraged to register to listen the program, letters in response
to various social issues raised, letters regarding serials discussed in a separate listeners
program
 Entertainment-education programs initially started in Hindi.
Private FM Radio
 1993, FM (frequency -modulated) launched in India on AIR channel to serve metro cities
 FM radio has shorter range than AM, higher quality sound and less affected by weather
conditions
 Private companies like ‘Times FM & Radio 1’ started broadcasting to urban youth. FM
program includes music, talk shows, telephone call-ins, etc.
 1994-95, popular program „Balance Barabar‟ (balance always) – hinglish (Hindi-English)
talk show, engage youth audience. It was sponsored by Population services International
provided information on AIDS and STD‟s – encourage listeners to ask questions through
letters and phone calls
 1998, Indian government cancelled all private programs on FM radio, 1999 government
approved 150 private FM radio stations in 40 Indian cities
 Government encouraged NGO‟s, educational institutions and citizens groups to establish
community radio stations
HISTORY OF INDIAN TELEVISION:
Terrestrial television in India started with the experimental telecast starting in Delhi on 15
September 1959 with a small transmitter and a makeshift studio. The regular daily transmission
started in 1965 as a part of All India Radio. The television service was extended to Bombay (now
Mumbai) and Amritsar in 1972. Up until 1975, only seven Indian cities had a television service and
Doordarshan remained the sole provider of television in India. Television services were separated
from radio in 1976. National telecasts were introduced in 1982. In the same year, colour TV was
introduced in the Indian market. Indian small screen programming started off in the early 1980s. At
that time there was only one national channel Doordarshan, which was government owned. The
Ramayana and Mahabharata (both Indian mythological stories) were the first major television series
produced. This serial notched up the world record in viewership numbers for a single program. By

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the late 1980s more and more people started to own television sets. Though there was a single channel,
television programming had reached saturation. Hence the government opened up another channel
which had part national programming and part regional. This channel was known as DD 2 later DD
Metro. Both channels were broadcast terrestrially.

Educational television:
The distinct advantages of using television for formal and non-formal education are that large
numbers across the length and breadth of the land can be reached simultaneously. Experts in various
fields of education can offer their services to the whole nation. The main disadvantages is the
enormous expenditure involved not only in production and transmission but for reception of
programmes. Delhi TV took the decision in 1961 to broadcast curriculum based lessons on selected
subjects, particular on science. The aim was to improve standard in the teaching of science at the
secondary level. At the time, few Delhi schools had laboratory facilities and further, there were few
qualified science teachers. These advantages were sought to be overcome by the visual medium of
TV. Teachers and Students responded with enthusiasm to the new teaching aid. Doordarshan centers
in Bombay, Madras, Calcutta, Srinagar and other cities. Transmit educational programmes in English
and science for primary and secondary classes. The English language lessons are well planned, but
presented by teachers and students using a variety of accents and pronunciations. It must be noted
that the broadcast media are under central Government control, while education is a state Government
subject under the constitution. The out could be the setting up of an autonomous board of
educationists, social scientists and media experts at the state levels. This has been recently initiated
by granting autonomy to the SIETs (State Institutes of Educational Technology).
The Varghese committee set up by the Janata regime in 1978 strongly recommended granting
broadcast franchises to educational institutions. This would empower national institutions of higher
learning to use low power Radio or Television transmission solely for the propagation of quality
education to large masses of students and others. The UGC higher education project launched in
August 1984, serves this purpose, known as countrywide classroom, and coordinated by the
consortiums for educational communication, New Delhi, its ETV programmes are beamed across the
country every weekend morning and afternoon.
Television Programme Genres:
Television News:
A TV news cast cannot match the wide coverage and in depth report of Radio news.
News Bulletins and Current Affairs:

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 INTRODUCTION TO COMMUNICATION

News bulletins general news magazines and panel discussions of public affairs are some of the
popular news programmes on Doordarshan. All these are either in Hindi or English, like most other
programmes on the national network.
TV Documentaries or Features:
The format of a TV documentary takes the form of a „direct presentation‟ of the substance of a
problem or an experience or a situation, by contrast with the discussion in which a situation or
problem may be illustrated usually relatively briefly, but in which the main emphasis falls on
relatively formal argument about it. The aim of documentaries are to enlighten arouse and motivate
or simply to entertain
Interview Programmes:
Interview Programmes are of various types: Personality interviews in which the attempt is to probe
well known film personalities; ‘In conversation’ and ‘Vibrations’ which focus on literary figures;
content Interviews, in which the message rather than personalities is of prime importance and group
Interviews such as a press conference in which a group of press people hurl question at the prime
minister on Sunday subjects of current interest.
Quiz Programmes and Game Shows:
These are popular because of active audience participations, as quiz programmes and game shows
are studio oriented. Advertisers provide their products as prizes for such shows.
Children’s Programmes:
These are defined as programmes specially made for and offered to children, at certain special times.
Cartoons, Puppet-shows, Live Stories and Plays, and Educational items are some of the items that
makeup a children’s show.
Programmes for Farmers and Industrial Workers:
These programmes to the special interests of urban and rural workers and are largely instructional.
Music and Dance Programmes:
These national programmes of Dance and Music have brought India’s foremost performers to the TV
screen. The programmes focus on the classical and folk forms. Similar programmes in Marathi,
Gujarati, Tamil and other languages are also extremely popular.
Soap Operas:
Domestically produced Indian language television serials came into their own only in the mid-
eighties. For almost a decade since 1976 when the first commercials were allowed to be aired, Indian
television was dominated by Hindi feature films and film based programme. But the only „sitcoms‟,
soap operas, detective or other TV genres telecast were from British, United States or German
television. Indian programmes that proved popular were quiz shows like what’s the Good Word? Talk
shows by Kamleshwar and Tabassum and of course sports programmes.
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 INTRODUCTION TO COMMUNICATION

Satellite Television:
The satellite TV revolution in urban India was ushered in by five star hotels in Bombay and Delhi
which brought the live coverage of the Gulf war to the small screen via the cable news network of
Atlanta, Georgia. In Delhi alone, there were at the time around 45,000 households linked to cable TV.
Around 78% of the cable households get star TV programmes. The effects of satellite television on
other mass media and such as the Cinema, Radio, Recorded Music and even the press have been
equally remarkable. The recorded music industry too has been forced to change its strategies to keep
pace with the interests of the ‘MTV- generation’. Satellite television has had some influence
undoubtedly on the socio- cultural environment of the urban and rural groups that afford access to the
cable and satellite channels. The United States and Britain saw this struggle as a ‘Communist plot’
and walked out of UNESCO. Some national Governments have pointed out that this is tantamount
to, ‘interfering in the internal affairs’ of Asian nations under the guise of providing world news.
ONLINE MEDIA:
Digital Media is a blend of technology and content, and building digital media products
requires teams of professionals with diverse skills, including technical skills, artistic skills, analytical
and production coordination skills. All of these skills need to be balanced on a team, with all team
members focused on creating the best user experience.
The world we live in today is populated by digital media products, and these products enable and
deliver experiences in many industries, including industries that aren’t typically associated with
digital media—such as health, government and education.
Digital media can include these industries:
 Entertainment
 Technology
 E-Commerce
 Non-Profit
 Health
 Education
 Marketing and advertising
 Government
 Sports
 Environment
 Television
 Publishing
MEDIA GLOBALIZATION:

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Globalization refers to the dynamic processes that are developed to break down interactions
between individuals, societies, organizations and cultures across the globe. It is a social process,
which compresses space and time while minimizing distance with technology. The media, on the
other hand, refers to the different modes of communication between parties like the internet,
television or radio among many others. It is a vital component while communicating, as it shapes the
minds of users. Globalization has been at the forefront in changing the media, as it brings about
communication technology. Globalization is relevant to all businesses as it allows them to
communicate and operate better while increasing their clientele base. It facilitates operations and a
prerequisite for technological advancements. Organizations easily created, while individuals are
connected to those around the world. In simple terms, technology and science make institutions
globalized and reflects convergence theory while promoting identity and culture. This paper discusses
the relevance of globalization; it is the main issues and ways in which media organizations can
position their strategies in the prevailing context of technological advancements.
ICT FOR SOCIAL EMPOWERMENT:
Information and Communications Technology (ICT) offers us the possibility to acquire
information and to connect with other people at a speed and across distances unprecedented in history.
For those without access to ICT, the knowledge and resources gap can grow exponentially. This gap,
often referred to as a “digital divide,” is usually caused by poverty and lack of infrastructure.
The Internet was developed as a decentralized network. All of its intelligence, and thus power,
was supposed to be at the end-points and not in the centre, or in the network. For the Internet to then
have become a major ally, if not the powerhouse, of the centralizing and hegemonic processes of
economic globalisation is somewhat surprising. Here, we briefly visit how ICTs are triggering major
structural changes in society, from the viewpoint of the project of progressive social transformation.
Information and communication technology (ICT) is extensively used by our country and it
affects our lives every day. In the current digital age everyday new technology comes as ICT riot.
These new technologies have been accessible by people in their everyday life and increase their living
standards. Now days, many ICT gadgets are used in our life and they facilitate with mobility thus
used anywhere and anytime. These gadgets operate for Information, Speed, and Communication and
reduce the physical and mental human work load. By that principles, modern day gadgets truly helped
mankind in daily life. ICT has contributed a lot to change our everyday life such as letter to e-mail,
market shopping to on-line shopping, classroom learning to e-learning, etc. This paper present's the
effects of ICT as Home and Domestic Activities, Social Networking, Education, Health, Commerce,
Banking, and Employment. Based on this review, positive and negative impacts to use ICT in our day
to day life are discussed.

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