2. Introduction
• Communication can be regarded as a two-
way process of exchanging or shaping ideas,
feelings and information.
• Refers "to the countless ways that humans
have of keeping in touch with one another’’
3. Introduction (contd.)
• Communication strategies can enhance
learning.
• The ultimate goal - bring about a change in
the desired direction of the person.
• Cognitive increase in knowledge
• Affective changing existing patterns of
behaviour and attitudes
• Psychomotor acquiring new skills
Referred to as learning objectives
5. • Sender (communicator): Originator of the
message
He must know-
his objectives, clearly defined
his audience: it's interests and needs
his message
channels of communication
his professional abilities and limitations
6. • Receiver (audience)
single person or a group of people
Audience and their frame of mind (e.g., opinions,
attitudes, prejudices) lends meaning to all the different
types of communication
Audience - two types:
a. Controlled audience - which is held together by a
common interest (homogeneous)
b. uncontrolled or "free" audience - gathered together
from motives of curiosity & poses a challenge to the
ability of the educator
7. • Message : A message is the information which the
communicator transmits to his audience to receive,
understand, accept and act upon. Words, pictures or
signs
A good message –
• is in line with the objective (s) meaningful
• based on felt needs
• clear and understandable
• specific and accurate
• timely and adequate
• fitting the audience interesting
• culturally and socially appropriate
• Transmitting the right message to the right people at
the right time - crucial factor in successful
8. •CHANNELS OF COMMUNICATION - "physical bridges"
or the media of communication between the sender
and the receiver.
Media systems -The total communication effort
is based on three media systems:
• Interpersonal communication
• Mass media
• Traditional or folk media
9. a. Interpersonal communication -most common
channel of communication (face - to – face)
Being personal and direct – more persuasive and
effective.
Influences the decisions of the undecided persons.
When message relayed via mass media gets diffused
in the community- it is picked up by the interpersonal
and informal networks.
The message is then subject to debate and discussion
by interpersonal communications- whether to accept
or reject the message
10. b. Mass media
• TV, radio, printed media, etc
• advantage of reaching a relatively larger
population in a shorter time
• carry messages only from the centre to the
periphery
• feedback mechanisms -poorly organized.
• usually not effective in changing established
modes of behaviour
11. c. Folk media
• Nautanki in Uttar Pradesh, Burrakatha in
Andhra Pradesh and Harikatha in Western
India
• close to the cultural values of the rural
population.
• preserving the cultural heritage.
12. d. Feedback -It is the flow of information
from the audience to the sender.
• Reaction of the audience to the message
• Unclear or unacceptable messages- rejected
• Provides an opportunity to the sender to modify
his message and render it acceptable
• In interpersonal communication - feedback is
immediate. In mass communication -takes some
time.
• Feedback -obtained through opinion polls,
attitude surveys and interviews.
13. TYPES OF COMMUNICATION
• One-way communication (Didactic Method) -from
the communicator to the audience
• E.g. lecture method in class rooms
Drawbacks –
• little audience participation no feedback
• does not influence human behaviour.
14. Two-way communication (Socratic method)
• Both the communicator and the audience take
part
• Audience may raise questions, and add their
own information, ideas and opinions to the
subject
• Process of learning is active and "democratic".
It is more likely to influence behaviour
15. Verbal communication
• Traditional way of communication -by word of
mouth.
• It is persuasive. Non - direct or written
communication may not be as persuasive as
the spoken word.
16. Non - verbal communication
• Communication -without words.
• bodily movements- postures, gestures, facial
expressions (e.g., smile, raised eye brows,
frown, staring, gazing etc.)
• Silence is non - verbal communication. “It can
speak louder than words”
17. Formal and informal
communication
• Formal (follows lines of authority) and
informal (grape-vine) communication.
• Informal network (e.g., gossip circles)
• The informal channels may be more active, if
the formal channels do not cater to the
information needs.
18. Visual communication
charts and graphs, pictograms, tables, maps,
posters etc.
Telecommunication and internet
• communicate over distance using
electromagnetic instruments designed for the
purpose.
• Radio, TV and internet etc-mass
communication media.
• While telephone, telex (or teletype) and
telegraph are - point - to - point
telecommunication systems.
20. • Physiological - difficulties in hearing, expression
• Psychological - emotional disturbances, neurosis,
levels of intelligence, language or comprehension
difficulties.
• Environmental - noise, invisibility, congestion
• Cultural - illiteracy, levels of knowledge and
understanding, customs, beliefs, religion, attitudes,
economic and social class differences, language
variations, cultural difficulties -between foreigners
and nationals, urban education and rural population.
