Q –
1) Define the term communication? Explain the process of communication with the
help of diagram.
Communication means Two-way process of reaching mutual understanding, in which participants not only exchange (encode-decode)information, news, ideas and feelings but also create and share meaning. In general, communication is a means of connecting people or places. In business, it is a key function
of management--an organization cannot operate without communication between levels, departments and employees.
•
A human
relationship involving two or more persons who come together to share, to
dialogue and to commune.
•
Thus,
communication is not just an act or a process but also a social and cultural
togetherness.
•
According
to Denis Mcquail, “Communication
is a process which increases commonality – but also requires elements of
commonality for it to occur at all.”
•
A
common language for instance does bring people together but language alone does
not suffice for communication to take place. There are other factors too at
play such as a shared culture and a common interest which bring about a sense
of commonality and more significantly, a sense of community.
•
The
Sanskrit term, ‘Sadharanikaran’ comes closest to the term of ‘common’ or
‘commonness’ usually associated with communication.
The term
"communication" stems from the Latin word "communism" -
meaning common. Thus, communication is a conscious attempt to share
information, ideas, attitudes, and the like with others.
Q – 2) Need For Communication
•
A human
being’s need for communication is as strong as the need to eat, sleep and love.
•
Communication
is as much a natural need as it is a social requirement in order to engage in
the sharing of experiences, through symbol mediated interaction.
•
It
requires active interaction with our physical, biological and social environments.
•
The
basic human need for communication can perhaps be traced to the process of
mankind’s evolution from lower species.
•
Excommunication
or lack of communication may lead to sensory deprivation, anxiety, depraved
judgement, strange visions.
•
In today's world, there is so much to know so quickly that the
role of communicator has become very important. The world is experiencing
communication revolution and communication explosion.
•
Communication is essential to all human associations. One's
ability to influence others is closely linked with his ability to communicate
his ideas, for two people to communicate effectively, common goals and a body
of common knowledge and ideas are must.
•
Good communication does not mean only giving orders but creating
understanding. It aims at imparting knowledge as well as helping people gain a
clear view of the meaning of knowledge.
•
The study of communication has revealed that the process is not
only a vital but complicated also. Good communication has the potential to contribute
to overcoming the problems like ignorance, poverty, malnutrition, illiteracy
and to the attainment of the goals of economic and social well being.
•
In modern times communication has become very necessary for the
existence of human beings. It is a basic need for human beings as the need for
food and shelter. It has brought about a human civilization. There are numerous
ways through which we communicate such as spoken words, written words,
gestures, pictures, paintings, dance and so on.
•
Q – 3) How
many types of communication are there? Explain each in detail
Types
of communication
•
Intrapersonal
Communication
•
Interpersonal
Communication
•
Group
Communication
•
Mass
Communication
•
Mass-line
Communication
1) Intrapersonal communication
According
to Wikipedia
Jurgen Ruesch and Gagory Bateson argue that intrapersonal communication is indeed a special
case of interpersonal communication, as "dialogue is the foundation
for all discourse."
Intrapersonal communication can encompass:
·
Speaking aloud as
in reading aloud, repeating what one hears, the
additional activities of speaking and hearing (in the third case of hearing again) what one thinks, reads or hears. This is considered normal
although this does not exactly refer to intrapersonal communication as reading
aloud maybe a form of rhetorical exercise although expected in the relevant
young age.
2) Interpersonal
communication
Interpersonal communication is an exchange of information between two or
more people. It is also an area of study. Related skills are learned and can be
improved. During interpersonal communication there is message sending and message receiving. This can
be conducted using both direct and indirect methods. Successful interpersonal
communication is when the message senders and the message receivers understand
the message.
3) Group communication
Group
communication refers to communication between 3 or more individuals. Small
group communication includes numbers from 3 to about 20 people, and large group
communication includes numbers larger than that (i.e., a lecture hall of 300
students or a theatrical production with an audience of 3,000).
4) Mass communication
According to Wikipedia
Mass communication is the study of how individuals and entities
relay information through mass
media to large segments of the population at the same time. It is usually
understood to relate to newspaper, magazine, and book publishing, as well as radio, television and film, as these mediums are used for
disseminating information, news andadvertising. Mass communication differs from the
studies of other forms of communication, such as interpersonal communication or organizational communication, in that it focuses on a single source
transmitting information to a large group of receivers. The study of mass
communication is chiefly concerned with how the content of mass communication
persuades or otherwise affects the behavior, attitude, opinion, or emotion of the person or people receiving the
information.
Q – 4 What are the basic
functions of mass media?
Functions of Mass Media
•
To inform
•
To educate
•
To entertain
•
Transmission of heritage
•
Commercial
Q – 5 Trace the growth and development of mass media.
Development
of Mass Media
•
Western Mass communication scholars have identified a
development progression cycle called as the EPS i.e.
Elite-Popular-Specialization.
•
This cycle holds that all media develop in three
stages.
•
Elite: media appeals to the affluent. Affluent
considered as the leaders of cultural and social trends.
•
Popular: When the notions break through the barriers
of literacy and poverty, it enters the popular stage and reaches the mass
culture
•
Specialization:
Here there is ‘de-massification’ of the mass media due to information
explosion and advancement in the communication technology. Media is consumed by
highly fragmented segments of population each with his own interest and
cultural activities. Eg. Cartoon Channels, Sports channel, News, Films
Q – 6 Write
a detail not on impact of mass media.
Impact of Mass Media
•
Personal
•
Psychological
•
Social
•
Moral
•
Cultural
Bernard Berelson, an American
behavioural scientist defines the impact
of media as, ‘ some kind of communication, some kind of issues brought to the attention of people
under some kind of condition have some kind of effects.’
Ø Persona impact of mass media
Ex – Clean India movement
Ø Psychological impact of mass media
Ex
– Provoke, promote, inform and educate
Ø Social impact of mass media
Ex
– Satyamev jayte reality show
Ø Cultural impact of mass media
Ex
– T.V serials
Q – 7 Mention the Western communication theories.
Write a note on any two of them.
v Lasswell's
model of communication (also
known as Lasswell's
communication model) is regarded by many communication and public
relations scholars as "one of the earliest and most influential communication models."[1] The model
was developed by American political
scientist and communication theorist Harold
Lasswell in 1948 while he was a professor at Yale Law
School.[2] In his
1948 article "The Structure and Function of Communication in
Society", Lasswell wrote:
[A] convenient way to describe an
act of communication is to answer the following questions:
·
Who
·
Says What
·
In Which Channel
·
To Whom
·
With What Effect?
|
Question
|
Element
|
Analysis
|
|
Who?
|
Communicator
|
Control Analysis
|
|
Says What?
|
Message
|
Content Analysis
|
|
In Which Channel?
|
Medium
|
Media Analysis
|
|
To Whom?
|
Audience
|
Audience Analysis
|
|
With What Effect?
|
Effect
|
Effects Analysis
|
|
|
|
|
v Shannon and weaver model
The Shannon–Weaver model of
communication has been called
the "mother of all models."[1] It
embodies the concepts of information source, message, transmitter, signal, channel, noise, receiver, information destination, probability of error, encoding, decoding, information rate, channel capacity,
etc.
In 1948 Claude Elwood Shannon published A
Mathematical Theory of Communication article in two parts in the July and October numbers of
the Bell
System Technical Journal.[2] In this
fundamental work he used tools in probability theory, developed by Norbert Wiener,
which were in their nascent stages of being applied to communication theory at
that time. Shannon developed information entropy as a measure for the uncertainty in a message while
essentially inventing what became known as the dominant form of
"information theory."
The book co-authored with Warren Weaver, The Mathematical Theory of
Communication, reprints Shannon's 1948 article and Weaver's popularization
of it, which is accessible to the non-specialist.[3] Shannon's
concepts were also popularized, subject to his own proofreading, in John Robinson Pierce's Symbols,
Signals, and Noise.[4]
The term Shannon–Weaver model was widely adopted into social science fields such as education, organizational analysis,
psychology, etc., however some critics have labeled it a "misleading
misrepresentation of the nature of human communication", citing its
simplicity and innability to consider context.[5] In engineering and mathematics,
Shannon's theory is used more literally and is referred to as Shannon theory, or information theory.[6]
Shannon's capacity formula applied
to the additive
white Gaussian noise channel
gives the Shannon–Hartley
formula,
where C is channel capacity measured in bits/second, W is the bandwidth in Hz, S is
the signal level in watts across the bandwidth W, and N is the noise power in
watts in the bandwidth W.
v Osgood and schramm model
•
Schramm defined communication as ‘sharing of
information, ideas or attitudes.’
•
He endorsed 3 important elements of communication i.e.
source, message and destination.
•
He emphasised on the encoding and decoding of the
message.
•
He suggested communication is circular where both the
sender and receiver are involved in encoding and decoding and equal partners in
exchange.
Advantage of Osgood-
Schramm model of communication
1.
Dynamic model- Shows
how a situation can change
2.
It shows why
redundancy is an essential part
3.
There is no separate
sender and receiver, sender and receiver is the same person
4.
Assume communication
to be circular in nature
5.
Feedback – central
feature.
v Ritual model of communication
•
James
Carey an American anthropologist promoted this model.
•
‘Role
of ritual in societies’.
•
All
members of public not just the senders are actors contributing in some way to
the pattern of meaning of a nation or a region.
•
Objective
of Communication/ transmission of messages is for the purpose of Social
Control.
•
Communication
is thus seen as a process of creation, representation and celebration of shared
belief.
Q – 8 Explain Indian communication theories.
Indian
Communication Theories
•
In recent years communication scholars in India and
Sri Lanka have made attempts to develop theories of communication based on Indian
classical texts and on popular Indian culture.
•
Indian theory of communication forms a part of Indian
poetics; and can be traced to a period between second century B.C. and first
century A.D. in the works of Bharata.
•
It draws it central idea from the concept of Sadharanikaran (which is quite close
in meaning to the Latin term communis, commonness, from which the word
communication is derived.)
•
The most important assumption in the process of sadharanikaran
is that it can be achieved only among sahridayas, i.e. only those who
have a capacity to accept a message. This is an innate ability acquired through
culture, adaptation and learning. Thus communication is an activity amongst sahridayas.
Bharata Muni’s Theory
•
As per this theory human psyche is composed of ‘sthaibhava’
(permanent moods). These moods are of capable of arousing a corresponding state
of feeling, rasa.
•
There are nine permanent moods and they give rise to
nine rasas or forms of aesthetic pleasures.
Types of rasa
|
Sentiments
|
Meaning
|
God
|
Colour
|
|
1)Shrungara
|
attractiveness
|
Vishnu
|
Light green
|
|
2)Hasya
|
Mirth/comedy
|
pramatha
|
white
|
|
3)Rudra
|
Furg
|
Rudra
|
Red
|
|
4)Karun yam
|
Compassion/tragedy
|
Yama
|
Gray
|
|
5)Bibhatsam
|
Disgust/aversion
|
Shiva
|
Blue
|
|
6)Bhayanakam
|
Horror/Terror
|
Kala
|
Black
|
|
7)Vira
|
Heroic mood
|
Indra
|
Yellowish
|
|
8)Adbhutam
|
Wonder/Amazement
|
Brahma
|
Yellow
|
|
9)Shantam
|
Peace
|
-
|
White
|
Bharatmuni himself
identified the four kinds of bhava responsible for the various rasas, they are
known as ‘ a state of mind or state of being’ they are
1) Sthayibhava
2) Anubhava
3) Sattvikabhava
4) Vyabhicaribhava
1) Sthayibhava
It
is known as a dominant state of mind. There are eight more Sthayibhava like
love, mirth, sorrow, anger, energy, terror, disgust and astonishment.
2) Anubhava
Body language expression and non verbal elements are known as Anubhava.
3) Sattvikabhava
It is also known as ‘’Vibhava’’ which includes both ‘Alabaman and udipana’.
Vibhava is the adjective condition and producing emotions. There are eight
kinds of Sattvikabhava like paralysis, perspiration, horriplation change of
voice etc.
4) Vyabhacari bhava
It is known as a transitory state of mind. One may ask here wherefore are they
called vyabhicarians? It may be replied: VI and abha are two prepositions; car
is a root employed in the sense of movement or motion. The vyabhicarians are so
called because they move prominently towards abha creating the poetic sentiment
in a variety of ways. Equipped with the acting based on speech, body and
concentrated mind, the lead or carry the spectator in actual dramatic
performance to the poetic sentiments, hence they are called Vyabhicarians.
Bharata says that the drama renders the bhava of all the worlds. Hence,
evidently, he means states and thinks existing emotions. The bhava are bringing
into being rasa which is the kavyartha. The end of all meaning of poetry, it is
the functional aspect of the word bhava. This is emphasized.
According to
V.S.Seturaman
‘’ Bhavyanti means ‘to bring into being and to make pervade’ ‘’.
Bhava
are through an element which makes the essence or poetry, rasa and pervade the
heart of the reader. In this sense, bhava includes Sthayibhava, Anubhava,
Vyabhicaribhava, Sattvikabhava or Vibhava. Though Bharatmuni emphasized on
functional aspect of word, he seems to have realized that in the last analysis,
it is the mental state rendered in a poem, which manifested its essence and
that be characters and their actions are only the vehicle of the mental state.
Bharatmuni himself contrasted the meaning by speaking of the bhava as though
they included only the three varieties, eight sthayins, thirty three
vyabhicarians and eight Sattvikabhava. However they are the 49 bhava capable,
manifesting the rasa of the poem. On the one hand bhava mean all the elements
having the energy or power to the manifest rasa.
Though the term Sthayibhava does not figure in Bharat’s definition for the
current understanding of the theory of rasa, it is necessary for one to
elucidate the concept. However the words figure in Bharat’s exploitation of the
rasa. Rasa sutras according to Sthayibhava are of the nature of vasna or
sansakara.Every human being is born with a set of instinctual propensities in
herited from earlier generation and because sited on the bed of his
consciousness.
2.Hindu Theory (Philosophical View)
•
Second Indian Theory of Communication is
from the Hindu philosophical perspective.
•
Indian concept takes into account the
place of an individual in the universal context and considers one’s
relationship with other living and nonliving elements of the environment.
•
Hindu concept of universe is based on
the ‘Virat Purush’ (cosmic man) view. i.e. that Dharma is the basic
principle of the whole universe and is existing eternally. This natural law of
Dharma regulates human existence and governs relations of individual beings;
communication too is governed by the same law.
3.Buddhist Theory
•
Wimal Dassanayaka draws on the Vedas,
the Upanishads, and non-philosophical tradition.
•
The primary focus of this model is how
the receiver makes sense of the stimuli he receives so as to deepen his self
awareness.
•
He argues in Indian tradition,
‘communication is an inward search for meaning – a process leading to
self-awareness, then to freedom, finally to truth.’
Mass Communication and
Mass Culture
•
Culture can be defined as the beliefs,
values, or other frameworks of reference by which we make sense of our
experiences. It also concerns how we communicate these values and ideas.
The concept of Mass Culture refers to a whole range of popular activities and artefacts to entertainments, spectacles, music, books, films – but has become identified with the typical content of mass media and especially with the fictional, dramatic and entertainment material which they provide.
The concept of Mass Culture refers to a whole range of popular activities and artefacts to entertainments, spectacles, music, books, films – but has become identified with the typical content of mass media and especially with the fictional, dramatic and entertainment material which they provide.
•
Mass media are centrally involved in the
production of modern culture.
Reach of Mass Media is limited in India thus Mass Culture in our country is still by and large the one that prevails in our villages where over 77% of the our people live. Here folk media is still predominant.
Reach of Mass Media is limited in India thus Mass Culture in our country is still by and large the one that prevails in our villages where over 77% of the our people live. Here folk media is still predominant.
•
Most popular entertainment medium in
India is Cinema. Nearly 800 films produced per year.
•
Indian Cinema has qualities of a mass
culture product but it is doubtful if it is the only factor that contributes to
the ‘mass culture’
Features
•
Immense popularity amongst all classes,
but particularly among the working class in industrial societies.
•
Mass production and mass distribution
•
Unlike ‘elite’ or ‘high’ culture is
aesthetic and literary standards are low, and commercialised, as it is mass
produced programmes aim at the mass market.
•
The culture propagated by mass media is
not necessarily the popular culture of the masses of the majority community in
the country.
•
The ‘mass culture’ is a complex cultural
phenomenon which is a creation of the mass media. It is therefore more precise
to term it ‘mass media culture’ to distinguish it from the majority culture or
folk culture.
•
Mass media culture is an entirely urban
phenomenon resulting from rapid industrialization and alienation from the
majority culture.
