Communication is defined as a dynamic, ongoing, circular process between a sender and receiver whereby a message is transmitted through a selected channel. Key elements of communication include the sender, message, channel, receiver, and feedback. Communication can occur between individuals, within groups or organizations, or on a mass scale. Models of communication describe the process from different perspectives, such as identifying the who, what, where, when of a message (Lasswell model) or conceptualizing communication mathematically in terms of information sources, transmitters, signals, and destinations (Shannon & Weaver model). Barriers to effective communication can arise from issues like vocabulary, relationships between words, selective observation, lack of feedback, biased thinking, and judgment.

1. COMMUNICATION
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2. SMILE: A UNIVERSAL LANGUAGE
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3. DEFINITION
COMMUNICATION
• regards as a transactional process/model
• as a transactional model communication is:
– Dynamic
– Ongoing process
• No start and end points
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4. – Circle (Circular)
• Circle process
• Process of delivering message from
source/sender to receiver
• Both sender and receiver have their own
role and are influencing each other
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5. – Non-repetitive
– reaction & response can be
repeated but not exactly in the
same way as before
– A word once spoken cannot be
taken back
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6. Definition
• two-way process, and have behavior impact
– Source with intention encoding & sending
message through selected channel to
receiver aiming to produce certain
behavior.
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7. Chart 1 : Communication elements
Source Message Channel Receiver
Feedback
(Source: Mohd Baharudin Othman & Mohd Khairie
Ahmad, 2003)
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8. 8

9. Source/Sender
Source/sender:
•Refers to an individual or a group or person
that sends information
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10. FUNCTIONS:
• encoding message
• source exchange message into verbal or
nonverbal symbol
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11. • determine intention/
select communication channel to
deliver/convey message
• interpret message which delivered by the
sender
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12. • ensure message is received by the
receiver
• interpret feedback
• will re-encode message in case the
receiver fail to
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13. Message
• derives from encode process
• a set of symbol (verbal/non-verbal) or
content of information sent by sender of
message.
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14. • Selected verbal or nonverbal symbol
gives a specific meaning to receiver
• verbal or non-verbal behavior may
enhance the meaning of the given
message
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15. Channel
• A medium used to convey information from
a sender (or transmitter) to a receiver
• Communication channels can be
categorized into two main categories:
Direct and Indirect channels of
communication
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16. • example:
i. face to face communication,
ii. letter
iii. magazine
iv. radio
v. e-mail
vi. telephone
vii. chatting room) internet
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17. • Channel is selected based on:
– target audience or message receiver
– message type
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18. Receiver
• Refers to an individual or a group or
person that receive information from
sender/source of message
• Function:
– Decode a message:
• is the reverse of encoding, which is the
process of transforming information
from one format into another
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19. Feedback
• Purpose of feedback is to change and alter
messages so the intention of the sender is
understood by the receiver of the message.
• Sender and receiver share response
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20. • Response from:
– sender: involves conscious and
unconscious demand towards verbal
and non-verbal signal such as face
expression, physical signal or behavior
changes
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21. • receiver: gives feedback to sender by
channeling information consciously, clearly
and with minimum barrier
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22. • Channel is selected based on:
– target audience or message receiver
– message type
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23. TYPE OF
COMMUNICATION
1. Mass communication
2. Organizational communication
3. Group communication
4. Dyadic Communication
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24. Mass
communication
CHARACTERISTICS:
i. The size of the target audience is
normally big, heterogeneous, and
anonymous
ii. Message is channel publicly
i. Reach big audience and the
same time
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25. iii. Communicator operates in a
complex organization with high
operation cost
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26. Organizational
communication
• Interdependence process between
individual,exchanging and interpreting
message
• Main aim:
– to achieve organization objective
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27. Group
communication
• Benefits of large group:
– Various skill, ability and knowledge
– More energy in solving problem or
conducting activity
– Meeting various members that are
different in term of knowledge and
personality
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28. Small group
Communication…
Weaknesses:
 possibility of the existence of a
subgroup
 different degrees of involvement in
communication
 Dominated by talkative members
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29.  The bigger the group the higher the
needs of having a leader
 Possibility of leader to over rules
group function
 Difficult to achieve consensus among
members
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30. Dyadic
Communication
• Also known as interpersonal
communication.
• source and receiver send and
receive information exclusively
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31. • is simply a method of communication
that only involves two people such as
a telephone conversation or even a
set of letters sent to and received
from a pen-pal.
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32. • In this communication process,
sender can immediately receive and
evaluate feedback from the
receiver.
• thus, it allows for more specific
tailoring of the message and more
personal communication that do
many of the other media.
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33. MODELS OF
COMMUNICATION
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34. Lasswell Model
(1948)
• classic outline of the study of
communication
• Questions describing communications:
– Who?
– Says what?
– In which channel?
– To whom?
– With what effect?
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35. The Mathematical Theory of
Communication
Shahnon & Weaver (1949)
• Based on mathematic concept
• Premises:
– Sources produce information which can
be communicated verbally, or by written
communication, music, picture
– Transmitter: interpret message into
signal to receiver
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36. – example: chatting
• Information source:
Brain/Presumably a person who
creates a message
• Transmitter: Voice
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37.  Receiver produces feedback by
interpreting message
 Destination: Presumably a
person who consumes and
processes the message
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38. Chart 3:
The Mathematical
Theory of Communication
Information transmitter receiver destination
source
signal
Received
message signal message
Noise
source
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39. Shahnon & Weaver
(1949)
• Introducing concepts of:
– Entropy : A measure of the loss of
information in a transmitted message
– Redundancy: Repetition of parts or all of
a message to circumvent transmission
errors / redundant or excessive
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40. – If there are obstacles in communication
channel, thus there would be a higher
need to redundancy, to reduce entropy
• Communication can be enhanced
when Entropy & redundancy are
equal
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41. Model Schramm (1954)
• Introducing three (3)
communication models
Source Encoder Signal Decoder Destination
1
First model: communication is assumed as an
interaction between two people
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42. Second Model: main assumption;
communication is effective when
information are shared between sender and
receiver
Field of experience Field of experience
2 source encoder signal decoder destination
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43. Message
Encoder Decoder
3 Interpreter Interpreter
Decoder Message Encoder
Third Model: both, sender and receiver interact by
encoding, interpreting, re-coding, sending and receiving
information/message
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44. Newcomb
Symmetry Model
Theodare Newcomb (1953)
• states that communication as an aspect of
social psychology which study interaction
among persons.
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45. • Regards as an easy model
– Assume:
• A sending information to B about
something, which is X
• A behavior towards B and X is
interdependence
• X: regards as an object to approach or to
avoid
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46. SOMETHING
(X)
INDIVIDUAL INDIVIDUAL
A B
Graph 5: Newcomb Symmetry Model
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47. Communication
barriers
1. Vocabulary
2. Relationship between words
3. Selective observation
4. Failure in giving feedback
5. Bipolar thinking
6. Bypassing: giving information in one short
7. Judgment tendency
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48. COMMUNICATION
& COMMUNITY
• COMMUNICATION BASIC ROLE:
1. convey message to individual, group and
community in order to gain:
• Knowledge
• Experience
• information
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49. • Communication function in increasing
development growth
• Mass Media Communication.
• Changes:
introducing new values
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50. new behavior in line with
modernization
 introducing new skill
new knowledge
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51. - Knowledge source
- Gives new sight by exposing the
audience about experience
2. Enhance the degree of aspiration or the
need to be developed
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52. 4. Tendency to involve in policy-making
process
5. Reform power structure in a traditional
community by providing knowledge to the
public
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53. 6. Help people to find new values or norms
as well as harmonization in certain
period of time
7. Enhance patriotism value
8. Help public to realize their right and their
importance in community
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54. 9. Enable to plan and to conduct
development programs which in line with
people
10. Making economic, social and political
development as continuous process
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55. Schramm states there are three main
functions of communication in social
changes:
i. Convey national agenda or nation
building aspiration to public
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56. ii. Chances to the public to involve in d
decision-making process
iii. Educating workforce that are suitable
with nation needs in line
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57. THANK YOU AND WASSALAM
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