Basics of COMMUNICATION

Communication has come to imply the physical act of moving as well as the transfer of ideas, beliefs and opinions. This was the earliest meaning of the word. But, with the passing of time, it also came to mean a line or channel of communication from place to place. Printing, telecommunication, photography, wireless, film, television are among the new methods by which ideas and information are conveyed with the intention of not only informing, but also exercising an influence on their attitudes.

In a nutshell, communication can best be described as the word which is used to describe the different ways in which people affect one another. Now, we have Technology as a major constant that gives new dynamism to what come through technology driven items like – Radio, TV, Internet etc..


The three major components of any communication are the source or SENDER, the MESSAGE, the destination or the RECEIVER. Any communication presupposes that the sender must be equipped enough to successfully transmit the message in a manner which will enable the receiver to relate to and understand.

SOURCE ----- ENCODED ----- CHANNELS ----- DECODED ----- RECEIVED AT DESTINATION

These are the normal components in any communication. A sender can ‘encode’ a message and the receiver can only ‘decode’ the message in terms of their own experience and knowledge. This is where shared experience assumes importance. Only where this sharing or commonality exists, can there be any meaningful communication. If there is no shared ground of experience, then communication becomes virtually impossible. Common knowledge and experience provide the connecting link.

Elements of Communication:

Message: This is the subject matter of communication and may involve any fact, idea, opinion, figure, feeling, attitude or course of action including information. It exists in the mind of the communicator. Transmitter; is the sender of the message, the communicator; he conceives and initiates the message. He is the driving force behind the change in the behaviour of the receiver.

Encoding: The process of conversion of subject matter into symbols is called encoding. Transmission of the message requires the use of certain symbols. In the encoding process, ideas, facts, feelings, opinions etc are translated into signs, symbols, words, actions, pictures and audio-visuals to suit the receiver and the medium.

That is, in the case of NEWS, for example, the manner in which it is packaged by the Print Media, Radio and Television to suit their priorities and the receptivity of their audiences, alters the way in which we accept the implications of a piece of NEWS.
Communication channel: This is the medium through which the message passes. Media/Channel can be written media or oral media. Oral media include face-to-face conversation, dictaphone, telephone, recording, radio meeting, conference etc. The channel may be a visual channel like slides, neon hoarding, posters etc. Television, documentaries, films represent audio-visual channels.

Feedback is an alienable part in the communication process. Since communication is a two-way process, it is essential that complete information must go back to the communicator so that he is able to assess the impact of his message. The sending back of the reply in return for the message received is what is termed as ‘feedback’. Appropriate feedback enables the sender to make the necessary changes in his message so as to make his communication successful and effective.

Essential factors to be considered while initiating communication to achieve the purpose of Communication: Clarity: Information: Completeness:

The subject matter to be communicated must be adequate and full which enables the receiver to understand the central theme or idea of the message. Incompleteness in the message may result in misunderstanding and this will further result in delay in the decision-making process.

Consistency: The message transmitted should not be contradictory. The subject matter of the communication is said to be consistent when it is in agreement with the objectives and policies.

Feedback: It is the key to effective communication. Knowing about the acceptance or otherwise of the message transmitted is the most important method of improving communication. This enables the sender to ascertain whether or not the receiver has properly understood the message. Interface and interaction are possible in feedback. It avoids errors in transmission of message and invokes effective participation.

BUT, this is where the Mass Media fail. Except a mild ‘Letters to the Editor’ or Phone in Programmes where some element of interaction with the viewer is possible, the A-V medium is a one way medium.

This is the very reason it becomes a one-way medium which in the ultimate cultivates a ‘Passive audience.’