Introduction-

The term communication is derived from the Latin word ‘communis’ meaning common- standing for sharing of ideas in common. Communication is two-way process of reaching mutual understanding, in which participants not only exchange information but also create and share meaning.

It is a two way process which aims at conveying understanding from one person to another. Main purpose of communication is to convey information and ideas in such a manner that will produce a response as desired by the sender.

The other aspect of communication states -The word ‘communicate’ has been derived from the Latin word ‘communicare’, which means to ‘share’ and ‘participate’. Communication is a process by which information is exchanged between individuals through a common system of symbols, signs or behaviour. It is the expression of facts, opinions, ideas or feelings. It is an essential condition of our existence and the most important activity of human beings.

George Lundberg uses communication to designate interaction by signs and symbols.

Baker Brownell uses the terms "direct" and "indirect" communication. Direct communication is a function of 'identification of people with one another.' Indirect cominunication is a "process wherein something converted into symbols is carried - over from one person to another."

Business communication-

 When one communicates to transact some commercial activity, that is, providing goods or services, with the intention of generating profits, it is termed as business communication. According to Scott, “administrative communication is a process which involves the transmission and accurate replication of ideas ensured by feedback for the purpose of eliciting action which will accomplish organization goals”.

THE COMMUNICATION PROCESS

 Aristotle, one of the earliest to speak of a model of communication, identified these three elements. He calls them: i) speaker; ii) the speech; and iii) the audience.

A more widely accepted model of communication is that of Harold Lasswell and David Berlo. According to their model, communication requires at least four elements - the Source, the Message, Channel, and Receiver ( SMCR).

The Sender

 The sender or source may be an individual (speaking, writing, drawing, gesturing), or a communication organication (Newspaper, publishing house, television station, or a motion picture studio). The sender may use oral, written, graphic signs or symbols to convey the message. The communication skills, attitudes and convictions, the knowledge of the content, objectives, the socio-cultural milieu etc. of the sender have an impact on the effectiveness of communication.

Message

A Messages are made of signs or symbols and codes that are signals, which represent something. Messages may be in the form of ink on paper, sound waves in the air, impulses in an electric current, a wave of the hand, a flag in the air, or any other signal capable of being interpreted meaningfully. Messages are encoded and those who receive them must decode them to interpret or understand the meaning of the / message. The message constitutes the core of the communication process. It needs to be formulated to suit the specific needs of the receiver and must be expressed in an intelligible way to have the desired objective.

 According to Wilbur Schramm, the message must fulfil certain conditions if it is to arouse the desired response in the receiver.

The message must be so designed and delivered as to gain the attention of the intended audience.

 The message must employ signs that refer to the experiences common to source and the receiver, so as to get the 'meaning across.

 The message must arouse the needs in the receiver and suggest some ways to meet these needs.

The message must suggest a way to meet these needs which is appropriate to the context in which the receiver finds himself/herself at the time when he/she is moved to make the desired response.

 Channel

Channel refers to the means employed to transmit or receive message. It refers to the five senses: seeing, touch, hearing, smell and taste. A message is received through any of the above modes of sensory perception.  A message may be seen through print or visual media. It can be heard through a sound media or voice (audio), speech, musical instrumenls.

 It can be seen and heard as in the case of films, television and other audiovisual media. It Can be touched, smelt or tasted through models, exhibits, specimens and experiments. Most often several sensory faculties are involved in the communication process.

 Communication is more effective and lasting, meaning clearer when several sensory faculties are involved in receiving meaning. Channel also includes mechanical devices. No message can be transmitted unless they are encoded. When we communicate through language or speech, we encode the message into written or spoken words. We use signs and symbols to communicate. The deaf and mute are taught to follow the sign language. In order to communicate messages to a distance we use sound waves. In order to make them last we use writing. In order to complete the act of communication the message must be decoded.

 Receiver

The receiver, also called a destination, may be an individual or a group, a crowd, or a mob, reading, listening or watching. The receiver is the object in the communication process. The sender must constantly keep the needs, aspirations, knowledge, socio-cultural milieu and background of the receiver if the message is to have the desired objective.

Criticism of SMCR

The 'sender-message- channel- receiver' model has been criticised for presenting communication as linear and definite.

 Communication is an endless process, and hence it is misleading to think of the communication process as starting somewhere and ending somewhere.

The science of cybernetics has provided important insights into the process of communication by making available analytical tools like signs, symbols, feedback, redundancy, noise etc. Perhaps the greatest contribution of cybernetics to the communication process has been that of feedback.

Feedback not only makes communication circular but also enables modification possible at different stages in the process of communication. Another important factor in the communication process is the significance of symbol. Symbols are the basic units of communication systems. They can be verbal, as in the spoken word, graphic as in the written word, or representational as in a flag, or banner. Language is a system of symbols used universally as the primary vehicle of communication.

Communication is effective if the message received is understood in the same spirit. The process of communication is as follow:

Sender: The communicator or sender is the person who is sending the message. There are two factors that will determine how effective the communicator will be.

The first factor is the communicator’s attitude. It must be positive. The second factor is the communicator’s selection of meaningful symbols, or selecting the right symbols depending on your audience and the right environment.

 Message: Message is an idea or information that passes from a communicator to a receiver.

Medium: This is the carrier of message sent by the communicator. Supervisors communicate with their subordinates and other through various means- For example – Face to face communication, telephones, group meetings, computers, memoranda, policy statements, and production schedules and sales forecasts. The medium can be oral or written. A written communication may be in the form of a notice or circular or hand out or a letter. Oral communication can either be face to face or through the medium of line hierarchy from supervisor to subordinate.

 Receiver:

The receiver is simply the person receiving the message, making sense of it, or understanding and translating it into meaning. Communication is only successful when the reaction of the receiver is as intended by the communicator. Effective communication takes place with shared meaning and understanding.

 Encoding:

 Communicator’s message must be translated into a common language which reflects the idea. Message must be encoded. A simple example of encoding can be – A thirsty person may use body language by lifting the thumb to face to communicate that he needs drinking water. This encoding action produces a message.

 Decoding:

 This refers to the process by which the receiver translates the message into the terms that are meaningful. Decoding is very important for understanding the message. Sometimes specialist professionals use symbols that people outside the group cannot decode.

 Feedback:

A feedback loop provides a channel for the receiver response which enables the communication to determine whether the message received is exactly same as the message sent. It provides a kind of check to see how successfully the message is transferred and interpreted by the receiver.

Communication Models-

In the vast field of communication studies there are numerous communication models. No one model is suitable for all purposes and all levels of analysis.

We shall consider three models of communication presented by Harold Lasswell, George Gerbner and David Berlo. All the three models describe the four components of the communication process we have mentioned, namely, the source (communicator), the message, the channel, the receiver (audience) and only Berlo omits the effect or consequence component.

 The Lasswell model, perhaps the most widely quoted of all models of the communication process, "Who says What in Which Channel to Whom, with What Effect," captures the essence of the communication process in an economy of words. It is a communicator-based linear model. Communication, according to Lasswell, is one-way or two-way.

His concern is the effect rather than the meaning. Gerbner’s model is a development on previous theories based on the linear process model. It relates the message to the 'reality' that it is 'about' and thus enables us to approach questions of perception and meaning, and it sees communication process as consisting of two alternating dimensions -the perceptual or the receptive, and the communicating or means and control dimension. The merit of Gerbner's model is in localising the meaning in the culture. Human perception is determined by the culture. Consequently, it helps to explain different reception or interpretation of the same message by different audience.

Berlo's 'source-message-channel-receiver model (SMCR) popularised in his landmark volume The Process of Communication, continues to remain a useful interpretation of the process of communication. He introduces six constituents of the communication model, namely, the communication: source, the encoder, the message, the channel, the decoder, and the communication receiver. These, he says, should not be viewed as separate things or entities or people. They are the names of behaviours that have to be performed for communication to occur.

The three models we have seen above can be summarised in the following chart:

 Lasswell                                                   Gerbner                                                                   Berlo

(1 948)                                                      (1956)                                                                     (1960)

WHO                                                        SOMEONE                                                         SOURCE

Communicating                               (Source, Communicator)                                Press, publishing research

organisations, event their                perceives an event and                                 organisations                              

  and reacts natures                         and reacts in a situation to                           govemments, chruches

 functions says                                  make available                                             and other social

                                                                                                                                organisations,   television, 

                                                                                                  .                             radio, and publishing

 WHAT                                                   MATERIALS                                                         MESSAGE                   

The nature of the                                in some from and                                        words, mathematical                

content: informative,                          context conveying                                        symbols, pictorial images

entertaining educative in                   content thought some                                                                                    

  which

 CHANNEL                                             MEANS                                                                      CHANNEL                   

  Print media audio-visual               channel; media physical                                  Print electrinic media           

  media, automatic data                   engineering;                                                                                                   

   processing                                   administrative and

                                                         institutional facilities for 

                                                       distribution and control  

                                                                   .                                                                                                                      .                                                      

 WHOM                                           SOMEONE                                                                  RECEIVER                           

The nature and                      (destination, audience)                                    general audiences,                 

 receptivity of the                    perceives an event and                                  specialised audiences        

  audience and with what         reacts in a situation of                                                                                                   .                                                                                                                 some

       

EFEECT                                             CONSEQUENCE                                                                                              

The nature of the effect                                                                                                                                            

 or response of the                                                                                                                                                    

audience; the ways in                                                                                                                                    

  which it affects the                                                                                                                                          

 communicator.

The models assist us in our understanding of whether the process of communication I in the society in which we live is: sender centred (who), receiver centred (to whom), or message-centred (what), channel/media-centred (how), goal-centred (with what effect). They also tell us that if the aim of communication is transmission of message to establish commonness, then the process must be two-way rather than one-way, circular rather than linear.

DESIGN OF THE COMMUNICATION SYSTEM

 A well designed communication system is one that takes five factors into consideration. These factors are known as "the five P's of Communication". These are:

 i) Participants

In every message, the participants and their needs should be considered; these are the sender(s) and the recipient(s). Attention must be given to who they are, what they are, where they are, their background knowledge and their ability to understand. A good communication system should ensure that messages are received and understood by all the intended recipients.

ii) Purpose

Attention must be paid to the reason for sending the message. This will dictate when the message is to be sent, by whom the message is to be received, and the media used. It will also be the main criterion that decides the degree or confidentiality to be maintained that is necessary.

 iii) Presentation

It is important that every communication is presented in a format that will enable its recipient to clearly understand its content. Normally a well presented message is the one that is clear and concise.

 iv) Precision

 This relates to the degree of accuracy and the amount of detail that must be included in the message. The more vital the message is the more importance lies in sending it in a precise manner without the risk of being misunderstood. If a large amount of matter has to be included in a message, then a medium must be selected that will enable the detail to be received and understood.

 v) Price

Communication systems can be very costly.Generally, the more complex and sophisticated the message is, the more is the cost. It is not unusual for the large organizations to spend millions of rupees on installation and maintenance of expensive communication systems. Every communication system should be subjected to cost benefit analysis to ensure the expense justification in terms of economy.

SOCIO -CULTURAL CONSTITUENTS IN COMMUNICATION

Socio-cultural constituents play no negligible role in communication, be it interpersonal or mass mediated. The sender and the receiver occupy the centre stage in the communication process. To use Lasswell's terminology, they are the Who and the Whom in the communication drama. Traditionally, this area of study has been called control analysis (the who) and audience analysis (the whom).These two constituents have also been variously referred to as: stimulus-response; sender receiver; encoder-decoder; source-destination; actor-audience; communication - communicatee.

Language

 Successful communication needs other pre-requisites too. Language is a system of symbols. The symbols are arbitrary and reflect the personality of the individuals as well as the culture they represent. Language plays a vital role in the growth and transmission of culture, continuity of society and its values. It is a message system used for encoding and decoding. Linguistic communication, though not the exclusive form of communication, is fundamental to all human social interactions. Communication through the linguistic interaction is a powerful key to analyse the worldview and psychological processes of societies and individuals.

Language is a system of symbols - oral and written - used by members of a social community in a fairly standardised way to call forth meaning. Language is the strikingly distinct attribute of the human person. We can consider three important functions which language performs:

-Language is the primary vehicle for communication

-Language reflects both personality of the individual and the culture of hjs/her society. In turn it helps shape both personality and culture.

- Language makes possible the growth and transmission of culture, the continuity of societies and the effective functioning and control of social groups.

Symbol-

All communication, including linguistic ones, makes use of symbols. A symbol is something used deliberately to take the place of something else. This is attributed and accepted as such as a medium of communication. Words we use are symbols to which we attach signification. Communication is possible only when the communicator and the receptor are in a position to attach similar meanings to the symbols employed. The human person is not only capable of engaging in symbolic interaction with other human beings or with God, but is also capable of creating symbols. Symbols, therefore, are a fundamental unit of the communication process.

 Symbols may be: verbal, as in spoken words;

 graphic as in the written word;

or representational as in a flag.

What the symbol stands for is determined by the social group. The society agrees that a given symbol stands for a particular object. (e.g. the word cat). If the individual uses some other word as a symbol, for instance to stand for such an animal, it will in all probability, result in blocked communication.

 Experts in communication sciences speak of communication channel as an effective link between source and sender. The possibility exists of evaluating the effectiveness of communication through checking the channel credibility (the expertness and trustworthiness of the channel). Channel feedback enables the receiver to respond immediately and maximally to affect the source of the message in a communication transaction. Channel involvement (participation), channel availability and permanency are other dimensions that contributes to communication effectiveness.

Feedback

 Feedback is the receiver's reaction to the Inessage. It may be favourable or unfavourable. But feedback is necessary to know if the communication has been effective or not. Feedback includes questionnaire, letters to the editor, opinion, forums, comments or even protests or solidarity.

Noise

Communication to be successful must be free from noise. Noise in communication theory refers to any limitation or obstacle in the process of message transmission. There are two major types of communication noise: channel noise and semantic noise. Channel noise includes any disturbance which interferes with the fidelity of the physical transmission of the message. In mass communication channel noise includes such diverse disturbances as static on the radio, smeared ink on paper, a rolling screen on television, or too small types in print. In short all distractions between source and audience may be termed channel noise. (e.g. cross talk on telephone is a channel noise).

Semantic noise is the type of noise that occurs when a message is misunderstood even though it is received exactly as it was transmitted. This happens when the senders and receivers have no common frame of reference, or have divergent field of experience. In short, they are not in tune. Sources of semantic noise include: words or subjects too difficult to grasp; differences in denotative or connotative meaning of words between sender and receiver; cultural differences between the message-sender and the message-receiver.

Audience research, redundancy and feedback are some of the devices to minimise the adverse impact of semantic noise on the communication process. Feedback is more effective in face to face communication than in communication through mass media. Human beings live in societies and cultures that are not identical. With the growth of global communication networks through the advancement of technology, communication between persons belonging to different cultures has become widespread. This kind of interaction is called inter-cultural communication. The scientific study of inter-cultural communication is relatively new though it has been of concern for as long as different cultures have met each other or have lived and interacted with one another.

Inter-cultural communication may be described as the communicative interaction between members of different cultures. It occurs whenever a message-producer of one culture transmits a message to a message receiver of another culture. It is again in face to face communication that these differences can best be eliminated or reduced. Mass communication tends to overlook cultural differences.

Commercialisation and control of communication by multinationals with profit motives, and governments with dictatorial tendencies often fail to take into consideration cultural differences. Culture is sometimes used by these to camouflage their selfish objectives.

The most obvious example is that of commercial advertisements that create new and even artificial cultural symbols and needs. This can result in the gradual elimination of the receiver's capacity to react to the message.

Communication becomes heavily source-centred and one-way. The process becomes something like a theatre show. Mass media can be used in order to effect a constant cultural penetration aimed at conditioning the masses into an uncritical acceptance of socio-cultural, political and economic values. That is why McLuhan says: " Medium is the massage."

Participation and freedom, not control and coercion, are the hallmarks of genuine communication. The process of communication should be initiated through a simultaneous process of making people responsible for their lives, their decisions.

Socio-cultural identity, values and worldviews shape the communication context which the mass media can, if uncritically and arbitrarily used, destroy. It may, however, be observed that per se there is no conflict between socio-cultural values and symbols vis-a-vis the advancement in communication technology.

IMPORTANCE OF COMMUNICATION

 Communication may be made through oral or written. In oral communication, listeners can make out what speakers is trying to say, but in written communication, text matter in the message is a reflection of your thinking. So, written communication or message should be clear, purposeful and concise with correct words to avoid any misinterpretation of the message.

 Written communications provides a permanent record for future use and it also gives an opportunity to employees to put up their comments or suggestions in writing. So, effective communication is very important for successful working of an Organization. The communication is required at various levels and for various aspects in an Organization.

The importance of communication is as follow:

For manager – employee relations:

 Effective communication of information and decision is an essential component for management-employee relations. The manager cannot get the work done from employees unless they are communicated effectively of what he wants to be done? He should also be sure of some basic facts such as how to communicate and what results can be expected from that communication. Most of management problems arise because of lack of effective communication. Chances of misunderstanding and misrepresentation can be minimized with proper communication system.

Motivation and morale:

Communication is also a basic tool for motivation, which can improve morale of the employees in an organization. Inappropriate or faulty communication among employees or between manager and his subordinates is the major cause of conflict and low morale at work. Manager should clarify to employees about what is to be done, how well are to be done and what can be done for better performance to improve their motivation. He can prepare a written statement, clearly outlining the relationship between company objectives and personal objectives and integrating the interest of the two.

Increase productivity:

With effective communication, you can maintain a good human relation in the Organization and by encouraging ideas or suggestions from employees or workers and implement them whenever possible. You can also increase production at low cost. It is through the communication that employees submit their work reports, comments, grievances and suggestions to the management. Organization should have effective and speedy communication policy and procedures to avoid delays, misunderstandings, confusion or distortions of facts and to establish harmony among all the concerned people and departments.

 Communication is like the blood circulation system of the human body, the absence of which can lead to decay and death of an Organization. It is a purposeful exchange of meaningful information between two sources, the sender and receiver. Communication establishes a common ground for understanding.

CHANNELS OF COMMUNICATION-

The direction or path through which the flow of communication takes place is known as the channel of communication. The channels of communication can be divided on the basis of

 (1) the relationships

(2) the direction of the flow and

(3) the method used.

Based on Relationships

The direction of the flow is basically governed by the relationships between the parties involved. Thus, communication may be of two broad types:

(1) formal

(2) informal

1) Formal communication :

The formal channels of communication are based on organisational relationships established formally by the management of the organisation. Orders, instructions and information which flow through these channels are official communication. In other words, the formal channels of communication are used for the transmission of official messages within or outside the organisation. In every organisation, the lines of communication correspond to the chain of command, that is the superiorsubordinate relations in the hierarchy.

The pattern through which communication flows within the organisation is generally indicated through communication network. Different types of communication networks may operate in formal organisation. Some of the popular communication networks are presented and discussed in given figure.

 

(i) Single chain: This network exists between a supervisor and his subordinates. Since many levels exist in an organisation structure, communication flows from every superior to his subordinate through single chain.

(ii) Wheel: In wheel network, all subordinates under one superior communicate through him only as he acts as a hub of the wheel. The subordinates are not allowed to talk among themselves.

(iii) Circular: In circular network, the communication moves in a circle. Each person can communicate with his adjoining two persons. In this network, communication flow is slow.

(iv) Free flow: In this network, each person can communicate with others freely. The flow of communication is fast in this network.

(v) Inverted V: In this network, a subordinate is allowed to communicate with his immediate superior as well as his superiors superior. However, in later case, only prescribed communication takes place.

2) Informal communication :

Communication which takes place on the basis of informal or social relations among people in an organisation is known as informal communication. Such communication does not generally follow the official, formal channels. This type of communication occurs due to the natural desire of human beings to communicate with each other and is the result of social interaction among people. It may take place between persons cutting across the organisational positions occupied by them and among people working in different work units. The origin and flow of informal communication are difficult to trace. Hence, it is also known as ‘grapevine’. The messages which flow through informal channels are of varied nature. It may be purely personal or related with organisational matters.

The characteristic feature of informal communication is that it spreads very rapidly among people. But at the same time, it may consist of half-truths and rumours passing between members of the organisation. No one can be made responsible for it, nor is it taken seriously. Moreover, it may lead to leakage of confidential information. Sometimes it causes tension. It is also liable to a great deal of distortion as it passes from one person to another. However, management can take advantage of it by maintaining friendly and cooperative relations with others.

Informal system of communication is generally referred to as the ‘grapevine’ because it spreads throughout the organisation with its branches going out in all directions in utter disregard to the levels of authority.

Grapevine Network Grapevine communication may follow different types of network.

In single strand network, each person communicates to the other in sequence. In gossip network, each person communicates with all on non-selective basis. In probability network, the individual communicates randomly with other individual. In cluster, the individual communicates with only those people whom he trusts. Of these four types of networks, cluster is the most popular in organisations.

Based on Direction of Flow

 Whether the communication is formal or informal in nature, channels of communication may be divided according to the direction of the flow. These are:

(1) vertical

 (2) horizontal (or lateral) and

(3) diagonal communication.

 The implication of these types

 1) Vertical Communication : This type refers to communication that takes place between persons occupying superior and subordinates positions in the organisational hierarchy. Orders and instructions issued by managers to subordinates, and performance reports sent by subordinates to the managers are typical examples of vertical communication. It may be sub-divided into :

(a) downward communication and

 (b) upward communication.

a) Downward Communication :

Communication which flows from higher-level managers to others in lower-level positions is generally known as downward communication. Thus, messages transmitted from the superior to his subordinates, or from a manager to the assistant manager are downward communication. It also includes directives and messages which are issued by top management and are transmitted down the hierarchy through intermediate levels of management to employees at the lower levels. Such communications may consist ofverbal messages conveying orders, policies, procedures, or written matter conveyed through notices, circulars, memorandum, bulletins, handbooks etc.

b) Upward Communication :

This type of communication flows from lower level managers and employees to those in higher level positions. Information and reports communicated by subordinate workers to the foreman, by the manager to the general manager, or by the chief executive to the Board of Directors, are examples of upward communication. The upward channels of communication not only enable higher level managers to get valuable information but also opinions and suggestions from lower levels at the time of making decisions on plans and policies. The opportunity of upward communication encourages people to transmit their complaints and grievances to superiors, draw the attention of managers to problems and make proposals for improving the efficiency of work performance in the organisation.

2) Horizontal Communication :

Communication that takes place directly between two persons having equal ranks in the managerial hierarchy or between two subordinates under the same manager is called horizontal communication or lateral communication. Thus, horizontal communication consists of interaction between people in the same or different departments. This facilitates coordination of activities which are interdependent. For example, coordination of production and sales activities requires continuous exchange of information between the respective managers of the two departments. The same is true of factory manager and repairs and maintenance manager.

 3) Diagonal Communication :

This type of communication implies exchange of information between persons who are in positions at different levels of the hierarchy and also in different departments. This type of communication does not take place except under special circumstances. For example, the Cost Accountant placed in the Accounts Department may want reports from the sales representatives for the purpose of distribution cost analysis. These reports may be sent directly to the Cost Accountant instead of being sent to the sales manager. This is an example. However, formal communications are normally expected to be routed through the manager who is in charge of the department from which the communication is made.

Based on Method

Used On the basis of the methods used for the purpose, communication may be :

 (i) verbal

 (ii) written

(iii) gesture.

1) Verbal Communication :

When the messages are transmitted orally it is called verbal communication. It is more effective method of conveying ideas, feelings, suggestions, information etc. It gives communication a personal touch. It is especially useful when the manager wants to know the reaction of the other person quickly. It is economical both in terms of time and money. There can be nothing better and more economical than passing a verbal order. Verbal communication includes: face-to-face contact, interviews, joint consultation. However, verbal communication has its drawbacks. It is not useful when the number of persons to be communicated is more and if the communicator and receiver are at places far away from one another. Moreover, when the subject matter of communication has to be kept as a record, verbal communication will not serve the purpose.

 

 2) Written Communication :

 In a formal organisation, written communication is the most important media for conveying ideas, information etc. In every such organisation one comes across a variety of orders, instructions, reports and bulletins, serving as the basis of communication. Written communication is permanent, tangible and verifiable. The record is maintained and both the sender and the receiver have access to the records for further clarification. Written communication is advantageous where the subject matter to be conveyed is lengthy or where it is intended to be conveyed to a large number of persons. One fundamental limitation of written communication is that it is usually time- consuming. Written communications tend to be very formal and lack personal touch. It is difficult to maintain complete secrecy about a written communication. Some day or other it is bound to reach those whom it was intended to be kept as a secret.

 3) Gestural Communication :

Communication through gestures is often used as a means to make verbal or written communication more effective. One has only to attend meeting addressed by a trade union leader to see how he uses different gestures by hands, movement of eyes to make his point. If sometimes the superior pats his subordinate on his back, it will be considered as appreciation for his work. This will in turn increase the efficiency of the subordinate.

Non-Verbal Communication: Communication may also take place with the help of some signs and symbols. Examples are:

1. Body Language: includes facial expression, eye contact, postures, gestures, touch etc.

 2. Space Language: It includes surroundings (design & language). It communicates social status also.

 3. Sign Language: A sign language is a language which, instead of conveyed sound patterns, uses visually transmitted sign patterns.

TYPES OF COMMUNICATION

Communication takes place at different levels and accordingly we can speak of different types of communication.

Intrapersonal Communication

When communication takes place within oneself, it is called intrapersonal communication. It includes individual reflection, meditation, and contemplation. Intrapersonal communication includes prayers addressed to the divine though some authors describe communication with the divine as Transpersonal Communication.

Interpersonal Communication

Interpersonal communication takes place between two persons. This includes dialogue, conversation or exchange of views between two persons without using any technological devises like telephone. It is direct, intimate and consists of verbal interaction or gestures. The efficacy of interpersonal communication depends very much on the mutual relationship between the two partners in communication, their status, roles and skills.

Group Communication

 Group communication takes place among a group of persons. It shares most of the qualities of the above types of communication, though in a much reduced way. The number of receivers increase, but participation, intimacy etc. can become lesser and lesser as the group becomes larger and larger.

Mass Communication

When the audience is large, heterogeneous and widely dispersed, the communication is called Mass Communication. Scientific and technological advances have made it possible to make communication reach vast audience within a short time.

Barriers to Communication

 It is generally observed that managers face several problems due to communication breakdowns or barriers. These barriers may prevent a communication or filter part of it or carry incorrect meaning due to which misunderstandings may be created. Therefore, it is important for a manager to identity such barriers and take measures to overcome them. The barriers to communication in the organisations can be broadly grouped as: semantic barriers, psychological barriers, organisational barriers, and personal barriers. These are briefly discussed below:

 Semantic barriers:

 Semantics is the branch of linguistics dealing with the meaning of words and sentences. Semantic barriers are concerned with problems and obstructions in the process of encoding and decoding of message into words or impressions. Normally, such barriers result on account of use of wrong words, faulty translations, different interpretations etc. These are discussed below:

 (i) Badly expressed message: Some times intended meaning may not be conveyed by a manager to his subordinates. These badly expressed messages may be an account of inadequate vocabulary, usage of wrong words, omission of needed words etc.

(ii) Symbols with different meanings: A word may have several meanings. Receiver has to perceive one such meaning for the word used by communicator. For example, consider these three sentences where the work ‘value’ is used:

 (a) What is the value of this ring?

 (b) I value our friendship.

 (c) What is the value of learning computer skills? You will find that the ‘value’ gives different meaning in different contexts. Wrong perception leads to communication problems.

(iii) Faulty translations:

Sometimes the communications originally drafted in one language (e.g., English) need to be translated to the language understandable to workers (e.g., Hindi). If the translator is not proficient with both the languages, mistakes may creep in causing different meanings to the communication.

(iv) Unclarified assumptions:

 Some communications may have certain assumptions which are subject to different interpretations. For example, a boss may instruct his subordinate, “Take care of our guest”. Boss may mean that subordinate should take care of transport, food, accommodation of the guest until he leaves the place. The subordinate may interpret that guest should be taken to hotel with care. Actually, the guest suffers due to these unclarified assumptions.

(v) Technical jargon:

It is usually found that specialists use technical jargon while explaining to persons who are not specialists in the concerned field. Therefore, they may not understand the actual meaning of many such words.

 (vi) Body language and gesture decoding:

 Every movement of body communicates some meaning. The body movement and gestures of communicator matters so much in conveying the message. If there is no match between what is said and what is expressed in body movements, communications may be wrongly perceived.

 Psychological barriers:

 Emotional or psychological factors acts as barriers to communicators. For example, a worried person cannot communicate properly and an angry receiver cannot understand the real meaning of message.

The state of mind of both sender and receiver of communication reflects in the effective communication. Some of the psychological barriers are:

(i) Premature evaluation:

 Some times people evaluate the meaning of message before the sender completes his message. Such premature evaluation may be due to pre-conceived notions or prejudices against the communication.

(ii) Lack of attention:

The pre-occupied mind of receiver and the resultant non-listening of message acts as a major psychological barrier. For instance, an employee explains about his problems to the boss who is pre-occupied with an important file before him. The boss does not grasp the message and the employee is disappointed.

(iii) Loss by transmission and poor retention:

 When communication passes through various levels, successive transmissions of the message results in loss of, or transmission of inaccurate information. This is more so in case of oral communication. Poor retention is another problem. Usually people cannot retain the information for a long time if they are inattentive or not interested.

(iv) Distrust:

Distrust between communicator and communicate acts as a barrier. If the parties do not believe each other, they can not understand each others message in its original sense.

Organisational barriers:

The factors related to organisation structure, authority relationships, rules and regulations may, sometimes, act as barriers to effective communication. Some of these barriers are:

 (i) Organisational policy:

 If the organisational policy, explicit or implicit, is not supportive to free flow of communication, it may hamper effectiveness of communications. For example, in an organisation with highly centralised pattern, people may not be encouraged to have free communication.

(ii) Rules and regulations:

 Rigid rules and cumbersome procedures may be a hurdle to communication. Similarly, communications through prescribed channel may result in delays.

 (iii) Status:

Status of superior may create psychological distance between him and his subordinates. A status conscious manager also may not allow his subordinates to express their feelings freely.

 (iv) Complexity in organisation structure:

In an organisation where there are number of managerial levels, communication gets delayed and distorted as number of filtering points are more.

(v) Organisational facilities:

 If facilities for smooth, clear and timely communications are not provided communications may be hampered. Facilities like frequent meetings, suggestion box, complaint box, social and cultural gathering, transparency in operations etc., will encourage free flow of communication. Lack of these facilities may create communication problems. Personal barriers: The personal factors of both sender and receiver may exert influence on effective communication. Some of the personal barriers of superiors and subordinates are mentioned below:

 (i) Fear of challenge to authority:

If a superior perceives that a particular communication may adversely affect his authority, he or she may withhold or suppress such communication.

(ii) Lack of confidence of superior on his subordinates:

 If superiors do not have confidence on the competency of their subordinates, they may not seek their advice or opinions.

 (iii) Unwillingness to communicate:

Sometimes, subordinates may not be prepared to communicate with their superiors, if they perceive that it may adversely affect their interests.

(iv) Lack of proper incentives:

If there is no motivation or incentive for communication, subordinates may not take initiative to communicate. For example, if there is no reward or appreciation for a good suggestion, the subordinates may not be willing to offer useful suggestions.

PRINCIPLES OF GOOD COMMUNICATION

Principles are those fundamental rules, which guides the management in the formulation of policies. Following are the major principles of communication.

Clarify the Ideas before Communication : The problem to be communicated to the subordinates should be clear in all perspectives to the executive himself. The entire problem should be studied in depth, analyzed and stated in such a manner that it is intelligible to the subordinates. For this purpose the competence and skills of subordinates, their attitudes and aspirations and their environments of work have to be taken into account before they are asked to respond. Further, if some queries are made by the subordinates, the executive should answer each of them besides providing the needed guidance for implementing the tasks into actual practice.

Object of Communication : The object of communication should be crystal clear to the communicator. What object he proposes to achieve by transmitting a message to the communicatee? Whether he wants certain information or initiate certain action or change the attitude of the subordinates? The object is related to the mechanics of communication. It is the object, which will determine the language, tone, and the style of communication. Such object should be clear for each communication.

Environmental Factors : Environments in which the communicator and the communicatee have to interact influence the process of communication. Environments within the organisation will determine the attitudes and aspirations of superiors and subordinates. Whether the environments inter se permit communication both ways? To what extent are subordinates permitted to participate in the communication process? Whether the subordinates are responsive to commands of superiors? – all these variables depend on environmental factors. Even the socio-political environments determining the behaviour pattern of unions are ultimately related to effectiveness of the communication system.

 Consultation with Others : Before actually communicating the message, it is better to involve others in developing a plan for communication. The consultation will be helpful in crystallising the problem and the methodology for its execution. Persons consulted shall feel motivated because it may satisfy his/her ego needs.

Tone and the Contents of the Message : The contents of the message and the tone i.e., the language used, the manner in which the message is to be communicated, are the other important elements of effective communication. The language used should be such that it does not offend the sentiments and self-respect of the listeners. It should be stimulating to evoke response from the listeners. Similarly, your choice of language particularly your awareness of the words you use, predetermines the reaction of the listeners. It is said that the word of mouth may turn the best friend into an enemy.

Convey Things of Help and Value to Listeners : While conveying messages to others, it will be better to know the interests and needs of the people with whom to communicate. If the message relates directly or indirectly to such interests and needs it will certainly evoke response from the communicatees.

 Follow-up Communication : Follow-up action helps communication to be effective. The communicator may ensure the success of communication by asking questions regarding the efficiency of communication. The receiver of communication may also be encouraged to respond to communication. If need arises, the communication process may be improved by the feedback received to make it more responsive.

 Communication for Present and Future : Generally communication is needed to meet the existing commitments. To maintain consistency the communication should aim at future goal of the enterprise as well. For instance, if you postpone pointing out shortcomings to loyal subordinates, it will create problems in future. The subordinates will not only feel embarrassed but also feel insulted if such shortcomings are pointed out in future. The enterprise on the other hand will get a setback in its plan of action. Hence, it will be consistent to long-term goal that the subordinates should be properly educated as to their shortcomings immediately when they are noticed.

 Correlation between Action and Communication : There should be no contradiction between action and communication. The effective communication is not merely what you say but more importantly what you do. This requires good supervision, clear assignment of authority and responsibility, proper reward system and the enforcement of sound policies.

Be a Good Listener : Communication depends not only on commands but the ingenuity of patient listening. Subordinates may experience problems of understanding, execution and coordination. These problems could be removed if you could listen to the queries of the subordinates with patience and then render necessary advice and guidance if needed.

 METHODS OF OVERCOMING THE BARRIERS

 Considering the importance of effective communication in the successful functioning of business organisations, it is essential on the part of the management to overcome these barriers. Though it may not be possible to eliminate these barriers altogether, yet suitable managerial actions in this direction can minimize the effect of these barriers to such an extent that adequate and objective information flows in different directions. Following measures can be adopted to check the barriers.

 • It is imperative that organisational policy must be clear and explicit and encouraging the communication flow so that people at all levels realize the full significance of communication. The organisational policy should be expressed in clear and unambiguous terms that organisation favours the promotion of communication in the organisation.

 • The policy should also specify the subject-matter to be communicated. This does not mean that contents of communication are to be prescribed in a completely exclusive manner but the list should be illustrative and it should emphasize that the subject-matter of communication should be determined by the needs of the organisation.

• Though communication through proper channel is essential for orderly flow of information, it should not always be insisted upon. The system of communication through proper channel serves the purpose adequately so far as routine types of information are concerned. However, when and whatever the situation so warrants, to be overlooked and persons concerned should be told explicitly that insistence on proper channel is not necessary in all cases.

 • Every person in the organisation shares the responsibility of good communication; however, persons at the top have special responsibility in this regard. A successful communication system will only be achieved if top management is determined to do so. It must set good examples itself, clearly expects others to follow them, and check from time to time that there are no bottlenecks.

• Organisation should have adequate facilities for promoting communication. Adequate provision of these facilities is not sufficient, but proper attention must be given towards their proper and effective use. They should be carefully looked into and it should be the responsibility of superior managers to encourage the use of these facilities through the adoption of supportive attitude and behaviour needs must be emphasized.

• Communication being an inter-personal process, the development of inter-personal relationships based on mutual respect, trust and confidence is essential for its promotion. In large organisations, status differentials and class distinctions get overemphasized making interpersonal relationships amongst the executives highly impersonal and official. The organisational climate, therefore, should be radically modified to make it more intimate and personal. A modification in the attitude and behaviour of persons is essential for promotion of communication. Towards this end, an educative programme in communication should be organised for managers at all levels. In this programme, managers should be instructed about the need and significance of communication and need for developing close personal contacts amongst individuals.

• There should be continuous programme of evaluating the flow of communication in different directions. This would highlight problem in this area, identify their causes and thereby enable the adoption of suitable corrective actions. The above suggestions, if incorporated effectively, may help in making the communication more result oriented.

 7 CS OF COMMUNICATION are-

 

PRINCIPALS AND ESSENTIALS OF COMMUNICATION

 The key to success business partly lies in being able to communication effectively; one should make a conscious effort to master it. Effective communication depends on three things: “Understandable messages, credibility of the sender, and how the message affects the receiver”. A thorough knowledge of the communication process is a prerequisite to learning effective communication. The employees in an organization should be aware of various barriers that exist in their way and hamper effective communication. Therefore, they should take conscious and relevant steps  to overcome these hindrances and focus on the main objective of communication, i.e., who the communication is meant for and under what circumstances it is being made.

Seven C’s of Effective Communication

 – Clarity of expression,

 – Completeness of information,

 – Conciseness of message,

– Concreteness in presentation,

 – Courtesy towards recipient,

– Correctness of facts, and

– Consideration for the receiver.