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Communication perspectives We will discuss:
What is communication
Some definitions
Approaches
Types
Models
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Definitions Society is a highly intricate network of partial
or complete understandings between the
members of organisational units of everydegree of size and complexity
Every cultural pattern and every single act ofsocial behaviour involves communication ineither explicit or implicit sense
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Definitions Communication is talking to one
another; it is television; it is spreading
information; it is hairstyle or attire, andalso it is literary criticism
The list could be endless
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Definitions Talking itself could be by means of
language, sound, sign, gesture, colour
and so on.
Similarly, information could be spread
through mass media, a web ofcomputer network (internet) and othersuch means
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Definitions Communication is also understood as
the exchanging of understanding
Communication consists of transmittinginformation from one person to another
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Definitions Communication also means the sign language
of the hearing impaired, a bill board
Communication has come to include means oftransportation, the system of sendingmessages from one point to the other andreceiving the same
and also the system of moving troops andsupply
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Definitions Some of the more functional definitions of
communication:
the transfer of meaning,
the transmission of social values,
the sharing of experience,
social interaction through messages
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Definitions Perhaps it would be appropriate to think
of communication as a series of actions
or operations, always in motion,directed toward a particular goal; not astatic entity fixed in time and space but
a dynamic process used to transfer ofmeaning, transmission of social valuesand sharing of experiences
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Approaches to study of communication Broadly two schools:
Transmission or the process school: It sees communication as the transmission of
messages It tends to address itself to acts of communication
Semiotic or ritual school It sees communication as the production and
exchange of meaning. It tends to address itself to works of communication
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Approaches to study of communication
The transmission school seescommunication as a process by which
information is transmitted betweenindividuals and/or organisations so thatan understanding response results
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Approaches to study of communication
In the simplest way we can say that this"understanding response" from a fellow
human being is received as feedback.
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Approaches to study of communication
Communication is an endless current passingthrough us -- changed, to be sure, by our
interpretation, our habits, our abilities andcapabilities, but the input still being reflectedin the output.[i]
[i]. De Vito, Joseph A (1976): The InterpersonalCommunication Book, New York, Harper & Row Publishers.
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Approaches to study of communication
Semiotic Approach:
It sees communication as the production andexchange of meanings.
Concerned with how messages, or texts,
interact with people in order to producemeanings; that is, it is concerned with the
role of texts in our culture.
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Approaches to study of communication
Semiotic Approach:
Misunderstanding is not necessarilytreated as an evidence ofcommunication failure in this approach.
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Approaches to study of communication
How do you see 3 Idiots?
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Approaches to study of communication
Semiotic Approach:
It believes that the cultural differencesbetween sender and receiver may give rise tomisunderstanding
So the focus is on the study of text andculture with the main method of study beingsemiotics
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Approaches to study of communication Definition of communication:
Social interaction through messages
Interpretation of social interaction throughmessages" in their own ways
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Approaches to study of communication
Transmission school: Defines social interactionas the process by which one person relates
himself/herself to others or affects thebehaviour, state of mind or emotional responseof another and vice versa
Semiotics: Defines social interaction as aprocess which constitutes an individual as amember of his or her culture or society
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Approaches to study of communication For instance, a person knows that he/she responds to
the budgetary speech of the country's financeminister or a Satyajit Ray film in broadly the same
way as members of his/her culture.
He or she also becomes aware of cultural differencesif he/she finds a rural youth unable to relatemeaningfully to either of the two.
One expresses one's commonality with othermembers of the society by responding "normally" to
a given setting
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Types of communicaiton
What could be the types?
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Types of communicaiton
Intrapersonal
Interpersonal
Group
Mass
Mass line Interactive communication
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Types of communicaiton
Three stages of interpersonalcommunication
The phatic stage
The personal stage
The intimate stage
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Types of communication
Mass-line
Lead by example
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Process of communication
Explained through models ofcommunication
What are models?
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Classical models of communication
Aristotalian
Rhetoric
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Classical models of communication
Aristotalian
Rhetoric: the faculty of observing inany given case the available means ofpersuasion (Rhetoric)
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Classical models of communication
Aristotle
Speaker-centered model developed byRoman educator Quintilian (ca. 35-95
AD) whose Institutio Oratoriawas filled
with advice on the full training of agood speaker-statesman
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Models of communication
Laswell's model:
Who says what to whom in whatchannel with what effect
-- (Laswell, Herald D (1960) in "The Structure and Function ofCommunication" in Society in Mass Communication , (ed) WilburSchramm, Urbana, Illinois, University of Illinois.)
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Models of communication
Shannon and Weaver's model:
(In their book "The Mathematical Theory of Communication)
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Models of communication
Schramm's models:
(In "How Communication Works" in The Process and Effects of MassCommunication, (1954) Urbana, University of Illinois Press)
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Models of communication
Schramm's models:
(In "How Communication Works" in The Process and Effects of MassCommunication, (1954) Urbana, University of Illinois Press)
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Models of communication
Schramm's models:
(In "How Communication Works" in The Process and Effects of MassCommunication, (1954) Urbana, University of Illinois Press)
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Models of communication
Katz and Lazarsfeld's model:
The "two-step flow" concept ofcommunication
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Models of communication
Hypodermic Needle Model:
Used in a big way in communication fordevelopment support initiatives
Audience treated impressionable and open tomanipulation
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Models of communication
Westley and MacLean model:
(Ruben in Communication and Human Behaviour, (1984) New York,Macmillan)
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Westley and MacLean model
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Models of communication
Berlo's model: S-M-C-R model
Basic elements: source, message, channeland receiver but for each of these he lists anumber of controlling factors
stresses the idea that "meanings are in
people, not in words"
(in "The Process of Communication, 1960)
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Models of communication
Berlo's model: S-M-C-R model
Source:
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Models of communication
Berlo's model: S-M-C-R model
Source:
Comm skills
Attitudes
Knowledge
Social system
Culture
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Models of communication
Berlo's model: S-M-C-R model
Message:
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Models of communication
Berlo's model: S-M-C-R model
Message:
Elements
Structure
Content
Treatment
Code
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Models of communication
Berlo's model: S-M-C-R model
Channel:
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Models of communication
Berlo's model: S-M-C-R model
Channel:
Seeing
Hearing
Touching
Smelling
Tasting
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Models of communication
Berlo's model: S-M-C-R model
Receiver:
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Models of communication
Berlo's model: S-M-C-R model
Receiver:
Comm skills
Attitudes
Acknowledge
Social system
Culture
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Models of communication
Newcombs ABX model:
First to introduce as factor the role ofcommunication in a society or socialrelationships
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Models of communication
Newcombs ABX model:
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A B
X
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Models of communication
Newcombs ABX model:
A and B are communicators
X the situation or social context in whichcommunication takes place
A, B interact with X and with each other
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Models of communication
Newcombs ABX model:
Balance is maintained in the comm processthrough desirable adjustments
Continuous and twp-way feedback ensures
this
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Models of communication
Berger:
Sees media as a metadiscipline
Combines theories from various disciplines:
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Models of communication: Berger
Semiotics
Aesthetics theory
Psychoanalytic theory
Sociological theory
Political theory
Anthropological Theory
Literary theory
Philosophical thought
Historical perspectives
Comparative perspective
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Models of communication: Berger
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Medium
Audience
Art work(text)
America(society)
Artist
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Models of communication
Indian model:
Based on the works of Bharata
Sadharanikaran
Only among sahridayas
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Effectiveness of communication
How can you check effectiveness?
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Effectiveness of communication
How can you check effectiveness?
Survey? Interview?
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Effectiveness of communication
Let us call it Feedback
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Effectiveness of communication
Three levels of problems in the study of
communication.
What could be these?
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Effectiveness of communication
Three levels of problems in the study of
communication. These are:
Level A: How accurately can the
symbols of communication be
transmitted ?(Technical problems)
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Effectiveness of communication
Three levels of problems in the study ofcommunication. These are:
Level B: How precisely do thetransmitted symbols convey the desired
meaning ?(Semantic problems)
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Effectiveness of communication
Three levels of problems in the study ofcommunication. These are:
Level C: How effectively does thereceived meaning affect conduct in the
desired way ?(Effectiveness problems)
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Semiotic Approach
Saussures model
Peirces model
Ogden and Richards model
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Communication, Meaning, Signs
Language plays a commanding role; predominantmeans of communication
Kristeva (In Hawkes, 1977): Social practices signifysomething and hence articulated like a language.
Sapir (in Hawkes, 1977): Every cultural pattern andevery single act of social behaviour involvescommunication.
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Sign
Fiske: Something physical; perceivable byour senses; refers to something other thanitself; depends upon a recognition by itsusers
OSullivan: Three essential characteristics:# Must have physical form;
# Must refer to something other than itself
# Must be recognised by people as sign
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Saussures model
Sign (signe)
Signified (signifie)
Signifier (significant)
Signifier -- signified: Arbitrary relationship
So youve to learn the relationship: What does it mean: youve to pick up some
structured associations or codes, youve to
learn.
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Saussures model
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Peirce model
P i t i h t Th t
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Peirces trichotomy: Three typesof signs
Icon
Index
Symbol
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Ogden and Richards Model
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Conclusion
The two approaches draw on different worldviews, involve different priorities, and requiredifferent kinds of methods.
The process approach stresses ways ofcommunicating
Ritual view gives more weight to the cultural
context Ritual view orients us much more to the the
messages and meanings than to effects, culturaland sub-cultural variations within the audience
S b li Rit l M h i ti
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Symbolic-Ritual Mechanistic-transmission
Bias towards
Languages, modes,
forms
Context
Meaning,
interpretation
Expressive use
Interaction, xchange
Sharing and
participation
Ambiguity
Bias towards
Channels, networks
Means, Technology
Causes and effects
Instrumental use One-directional flow
Control, management
Non-ambiguity
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Symbolic-Ritual Mechanistic-transmission
Bias towards
The static
Lateral flow
Descriptive method
Open system
Storage ofinformation
Ideas
The indexical
Bias towards
The dynamic
Vertical flow
Measurement,quantification
Closed system
Transmission of info
Behaviour
The cognitive