WEEK 1 TOPICS Concepts of communication Process of

WEEK 1 TOPICS: Concepts of communication; Process of communication, Types of communication; Models of communication and Functions of communication Communication Defined In a simple language, communication can be defined as the transmission of a message from a source to a receiver. It is a symbolic process whereby reality is produced, maintained, repaired and transformed. This later definition asserts that communication and reality are linked. Communication is a process embedded in our daily semiosis that informs the way we perceive, understand construct our view of reality and the world. It is that sacred ceremony that draws people together in fellowship and commonality.

Element of Communication Process A convenient technique for defining the concept of communication is to answer the following interrogative questions: 1 Who? (Encoder) 2 Say what? (Message) 3 Through which channel? (Medium-Radio, TV, N/P etc) 4 To whom? (Receiver) 5 With what effect? (Response)

The above illustration presupposes that communication occurs when: A----+---B--E=X! A=the source sends += a message B=through a channel E= to a receiver= X=producing some effects

Example if the SOURCE is a professor who insists on speaking in a technical language that is far beyond the understanding of the students. Definitely there will be a communication breakdown and communication will not occur. It should always be borne in mind that communication requires the response of others for it to be effective. In other words, there must be a SHARING or CORRESPONDENCE of meaning for communication to take place

Problem with the Example The second problem with the example given above is that the receiver (students) may passively accept the source’s (professor) message, if the students do not understand the professor’s words they may respond with a nod of passive affirmation or with “Hmm? ” or look confused or yawn. This RESPONSE or FEEDBACK is also a MESSAGE. The receiver (students) now becomes a source, sending their own message to the source (professor), who is now a receiver. This analogy, however, implies that communication is a RECIPROCAL and ON-GOING PROCESS with all participants engaging in the creation of a SHARED MEANING. Therefore, communication can be defined as the process of creating shared meaning

As a On-going & Reciprocal Process Communication is an on-going and reciprocal process in which all the participants or interpreters are working to create meaning by ENCODING and DECODING messages. A message is first encoded, that is, transformed into an understandable sign or symbolic system. The encoding elements include: Speaking, Writing, Printing, and Filming a programme on the television. Once the encoded message is received, it is instantly decoded, that is, the signs or symbols are interpreted. The decoding elements include: listening, reading and watching the television programme.

Source & Receiver It is worthy of note that when both interpreters in a communication process are simultaneously the source and receiver there will be no feedback, because all messages are presumed to be in reciprocation of other messages. For instance, if your friend starts a conversation with you it can be argued that it was your interest and willingness to participate in the conversation that communicated to him that he can speak on. In this instance it is improper to tag either you or your friend as the source-who really initiated the conversation? -and, therefore, it is impossible to identify who is providing feedback to whom.

NOISE Anything that interferes with successful communication is NOISE. The noise can be in form of shouting, screeching, screaming or loud music when you are reading. The noise is a barrier that leads to incorrect decoding. Encode messages are carried by a medium, that is, the means of sending the information. When two friends are conversing across a table it is the SOUND WAVE that serves as a medium that carries their voice (Interpersonal communication). The medium that carries our voice to friends across town is the mobile telephone (Interpersonal Communication).

Mass Media When the medium carries messages to a large number of people at the same time (as the tabloids or broadsheets carry printed words and radio conveys the sound of music and news, and television carries both the sound and vision) then we have what is called mass medium-the plural is media. The mass media that are used frequently include: radio, television, books, magazines, movies, newspapers, sound recording, and computer networks. Each of this medium is operated by a giant industry and other adjunct or related and supporting industries like advertising and public relations also serve the media and the audience and/ or the readers.

Types of Communication Human communication can be broadly categorized into two: Verbal and non-verbal. Verbal communication: is a kind of communication that is done through the use of words. It can take place in oral forms. Nonverbal communication: is a kind of communication that is carried out without speech. It comprises the following: tactile, signs, symbolic objects, actions and genetic factors.

Other Types Communication can also be (1) intrapersonal (2) interpersonal (3) Group and (4) Mass. Intrapersonal communication is the process of transfer of information which takes place within self-e. g. soliloquy. Interpersonal communication is also called face-to-face communication or one-on-one communication. In this case, the exchange of ideas, opinions, information and knowledge is between two people. The sender shares his ideology with the receiver unlike in intrapersonal communication where the communicator keeps his ideology to himself.

Group Communication Group communication occurs when three or more people come together with a view to achieving a specific goal. Their coming together may be by design or by share destiny, but as long as there is exchange of information among the group, there is what we called group communication. This type of communication is common in social gatherings like churches, offices, schools and clubs where a group share ideas with one another for the attainment of group goals.

Mass Communication Mass communication is the process of creating shared meaning between the mass media and their audiences. It is also a process of transmitting information, ideas, attitudes, values, beliefs and thoughts through a communication device to a relatively large, heterogeneous and anonymous audience simultaneously. In this method of communication, modern gadgets are used in passing across a message, these are: radio, television, newspapers, magazines etc. Mass communication is unique because its message is often general and targeted at a very large audience, who are anonymous in nature and heterogeneous in composition. There is low level of feedback and low level of interaction because the message is rapid and transient in nature.

Inferential Feedback The transient nature of message in mass communication has made Westley-Mc. Clean, communication model experts to label the type of feedback in mass communication as delayed inferential feedback, because the feedback is indirect rather than direct. For example, television executives must wait a day, or a week, or a month to discover the ratings for new programmes. Even the ratings measure only how many sets are tuned in, not whether people liked or disliked the programmes. As a result, the executives can only infer what they must do to improve programming; hence the term inferential feedback.

Additional Feedback Mass communicators are also subject to additional feedback, usually in the form of criticism in other media, such as a television critic writing a column in a newspaper. The differences between the individual elements of interpersonal and mass communication change the nature of the communication process. The immediacy and directness of feedback in interpersonal communication can allow communicators to gamble and to experiment with myriads of approaches. Interpersonal communication is often personally relevant and adventurous and challenging.

Communication Conservatism In contrast to the above observations, the distant between participants in the mass communication process, imposed by the technology, creates a sort of communication conservatism. Feedback comes too late to enable corrections or alterations in communication that fails. The sheer number of people in many mass communication audiences makes personalization and specificity difficult. As a result mass communication tends to be more constrained and less free. This does not imply that it is less potent than interpersonal communication in shaping audiences’ understanding of the world around them.

Functions of Communication The mass media perform basic traditional functions that include: Information, Education, Entertainment and Merchandizing.

Information: dissemination of information to create awareness and the information disseminated can lead to social change in the society. The information disseminated serves as pivot in the growth and development of societies.

Education: teaching people by imparting knowledge with a view to broaden the horizon of members of the society. People have been taught to discover the potentials within their milieu and they have harnessed such potentials for the development of their communities. People have been delivered from the bondage of ignorance and illiteracy and light has been thrown into the life of the readers/audiences/listeners through the power of the media.

Entertainment: making people laugh and forget their sorrows through sports, drama, motion pictures, cartoons, short stories, crosswords, puzzles etc.

Merchandizing: a selling function, in which information about new products is passed to target audience.

Other Functions of Mass Media identified by Harold Lass- well Surveillance: keeping close watch and providing information to the society. Keeping watch on the activities of the government and correcting unusual occurrences-watch-dog function of the media.

Transmission of Cultural Heritage Disseminating cultural values, knowledge, social norms, lore and tales from one generation to another. Allowing members of the community to share common values and to agree on what constitute acceptable behaviours and preserving their ways of life and cultural festivals.

Interpretation and Prescription of News The media select, evaluate and interpret the news while focusing on what is most important in the society.

Status Conferral Bestowing prestige on people by making them subjects of news reports. They have the power to make instant celebrities of unknown persons either for good or bad. People who are featured regularly on media have attained some level of importance above ordinary members of the society.

Agenda Setting The media lead members of the society in taking sensitive decisions on issues of public significance be it politics, economics, and social. They can influence thinking of members of the society through their court of public opinion.

GUIDING QUESTIONS FOR THE WEEK Define communication and explain its process Discuss different types of communication Enumerate and describe the purpose of communication

READING Folarin, B. (2006) Theories of Mass Communication: An Introductory Text Ibadan: Bakinfol Publication Kunczick, M. (1988) Concepts of Journalism: North and South Bonn: Friedrick-Ebert stiftung Mc. Quail, D (1983) Mass Communication Theory: An Introduction London: SAGE Siebert, P and Schramm, F (1960) Four Theories of the Press Urbana III: University of Illinois Press