Introduction to

Communication

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 An Introduction to Communication and Key Concepts in Communication

An Introduction to Communication

What is Communication?

• Communication is a systematic attempt to share human experiences, thoughts, ideas, information and
knowledge with one or more than one person. Communication includes all the activities of listening,
speaking, reading, writing, understanding and responding.

• 'Communication' has been derived from the Latin word 'communis' that means 'common'. Thus 'to
communicate' means 'to make common' or 'to make known'. This act of making common and known is
carried out through exchange of thoughts, ideas or the like.

• The exchange of thoughts and ideas can be done by gestures, signs, signals, speech or writing. People are
said to be in communication when they discuss some matter, or when they talk on telephone, or when they
exchange information through letters. Basically, communication is sharing information, whether in writing
or orally.

Definitions of Communication:

• Communication is the codification of a message by a sender who then transmits it along a channel to a
receiver, who decodes it, puts it into context, and thereby comprehends it.- Roman Jakobson
• Communication is the sum of all the activities that one person does when he wants to create
understanding in the mind of another. It is a bridge of meaning which involves a systematic process of
telling, listening and Understanding. – Louis Allen

• Communication is an exchange of facts, ideas, opinions, or emotions by two or more persons–

William Newman

• Communication is an act of making something known to other to create understanding.- Oxford

Advanced Learners‘s Dictionary

• Communication is the process of passing information and understanding from one person to another. It
is essentially a bridge of meaning between people. By using this bridge of meaning, a person can safely
cross the river of misunderstanding that separates all people.- Keith Davis

Basic terms, concepts and contexts of Communication

Concept of Communication

According to commonly used definition, communication is transfer of message from sender to receiver through a
medium. It is understood that speech or utterances in the form of voice, were the initial stages of communication
which gradually developed into a defined form of language when all the people of a society got

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to attach specific meanings to the voices and gestures. It might have taken a long span for mankind to enter the
stage of writing its messages on stones etc. But once writing was developed as one mean of communication there
had been attempts to find some material to write on, which was more sustainable and easy to take along in voyage.
Using bark of certain trees for this purpose, the endeavor led to discovery of paper, thus revolutionizing the early
days' communication. To write on paper by hand must have brought joy to people for sending their messages
across to many others, after that, the invention of printing overwhelmed efforts to give new dimensions to
communication. This further led to setting up a whole new printing industry world over followed by modern
means of communication. Conscious or intended communication has a certain definite purpose. People
communicate their thoughts and ideas as well as feelings to make someone do something or take some action or
think or feel in a certain way. The source has to be clear about the purpose which means the objective or goal of
the communication as well as about the intended audience. The source must put the message in such words which
would be clearly understood by the receiver. The process of putting the ideas to be conveyed into symbols is
called encoding. This process requires selection of symbols which are to be understood by the audience.

Contexts of Communication:

Communication Context refers to the environment in which human communication takes place. There are
different contexts of communication which are as under:

Public Communication

It occurs when a small number of people (usually one person) address a larger group of people (speeches,
lectures, oral reports, and dramatic performances).

Mass Communication

It occurs when a small number of people send messages to a large, anonymous, and usually heterogeneous
audience through the use of specialized communication media.

Organizational Communication

It occurs within a particular social system composed of interdependent groups attempting to achieve commonly
recognized goals.

Group Communication

It occurs among three or more people interacting in an attempt to achieve commonly recognized goals.

Interpersonal Communication

It is communication between two people (dyad), either face to face or through mediated forms (such as a
telephone or computer), characterized by the mutual awareness of the individuality of the other.

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Intrapersonal Communication

It is an internal communication process that occurs when we send messages to ourselves and develop messages
to send to others.

Communication Education

It is the study of communication within the educational system. Researchers are interested in teacher-student
communication patterns and the use of communication strategies to influence learning. We distinguish between
instructional communication (communication in instruction) and communication education (instruction in
communication)

Health Communication

It is the study of communication within the health care system. Researchers are interested in how patients talk
about their illnesses, communication between physicians and patients, message flow within health care
organizations, and health care public campaigns.

Process of Communication/ Basic terms:

Sender/Source/Encoder

Sender is a person or group who initiates or begins the communication. The generator of the idea or the
communicator is considered as the sender. . A sender makes use of symbols (words or graphic or visual aids) to
convey the message and produce the required response from the receiver ; 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.

Encoding

The process of transforming abstract ideas or thoughts into commonly accepted human language is known as
encoding. If one wants to communicate the idea of danger, then the word danger can be used, the colour red can
be used, or a loud sound can be used.

Message

The encoded idea is termed as message. An idea is abstract where as message is the physical output from
abstract idea. A message can be any information, ideas, feelings and events.

Medium/Channel

The sender selects an appropriate medium or channel for successful transmission of the message. Medium can be
understood as method or mode of communication. It can be verbal or non-verbal. Verbal includes oral or written
communication whereas non-verbal includes signs, gestures, body language etc…

Noise

When you communicate, you desire that the message received should be the same as the message sent. But you
might notice that this isn‘t always the case. It happens due to the presence of Noise. Noise is defined as any

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unplanned interference in the communication environment, which causes hindrances in the transmission of the
message. Familiar example of noise is noise in telephone lines or network problem. In written communication
illegible handwriting can be termed as noise.

Receiver/Decoder/Listener

The recipient of the message is called a receiver. On receiving the message, the receiver tries to interpret and
understand the message. This process of interpretation is conditioned by receiver‘s attitude, personality, socio-
cultural identity, knowledge etc…

Decoding

Decoding is the reverse of encoding. The process of interpretation of message is called as decoding. The process
of decoding depends upon ‗communicative competence‘ and ‗linguistic competence‘ of receiver. Effective
decoding is very important for successful communication as any misinterpretation of a message leads towards
confusion or misunderstanding.

Response/ Feedback

Feedback is the action or reaction of the receiver to the message. It helps the sender to know that the message was
received and understood.

Barriers to Communication/Factors influencing message encoding, the nature of messages,

and message uses and effects

Communication is not always successful. Several things can prevent the massage from reaching the intended
recipient or from having the desired effect on the recipient. There may be some fault in the communication system
which prevents the message from reaching. Some of these defects are in the mechanical devices used for
transmitting i.e., the medium. Some are in the symbols we use for communicating, i.e., language or other symbols
used for encoding. Some are in the nature of the persons who are engaged in communication, i.e. the sender and
the receiver. In an organization these barriers can become quite complicated and can cause information gaps
leading to problems in its working.

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(1) Physical barriers:

Noise in the environment

Noise is any disturbance which occurs in the transmission process. In face to face communication which is carried
by air a vibration, the air may be disturbed by noise such as traffic, factory work or people talking. In a factory,
oral communication is very difficult because of the noise of the machines.

Distance

Distance between the communicators may act as a barriers to communication. When people speak from far
distant areas, their voice becomes unrecognizable for the listeners.

Environmental conditions

Environmental conditions like humidity, temperature, cold decrease the attention levels of the listeners. They
feel suffocated and uninterested in communication.

Physical disabilities

Physical disabilities like dumbness, deafness etc… cause barriers to communication.

(2) Mechanical barriers

Faulty instruments

Use of defective communication device affects the transmission and reception of message.

Defects in the Medium

Defects in the devices used for transmitting messages are external and usually not within the control of the parties
engaged in communication. The telephone, the postal system, the courier service, or electronic medium may fail.
Messages can get delayed, destroyed and even lost while being transmitted.

Machine illiteracy

Many people lack adequate knowledge and skills to use modern communication technology like computer,
internet, video conferencing etc…

(3) Cross-Cultural barriers

Ethnocentrism

Ethnocentric people consider their own culture as the most superior and the best culture. This attitude blocks the
process of communication between these people or people.

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Non-verbal clues

Different cultures have different codes for using non-verbal communication. Failing to understand these non-
verbal code or ethical standards can result into barriers to communication.

• Cross-legged position:

Asian culture views sitting cross-legged as sign of nervousness or non-professionalism. Sitting cross-
legged is never encouraged in Indian context, on the contrary, European women are supposed to sit cross-
legged during official meetings.

• Eye contact:

The Americans will encourage direct eye contact and view it positively where as Indians and many Asians
will consider direct eye contact as aggression or staring.

• Sign/Symbols:

-Symbol ‗V‘ is consider positive in UK and USA whereas Australians consider it obscene and illicit.

-‗OK‘ is viewed as ZERO in France. Japanese interpret it as a request for coins.

(4) Psychological barriers

Fear/phobia: People suffering from fear or phobia may avoid communication during meetings and public places.

Superiority-complexes: People suffering from superiority complex consider them as omnipotent people. They
do not listen others which blocks the flow of communication.

Inferiority-complex: People suffering from inferiority complex consider themselves as ‗nobody‘. They do not
communicate frankly and freely.

Halo effect: Halo effect is tendency to overrate a person good in all the fields because he is good in one of the
fields. Person suffering from Halo effect welcomes ideas and suggestions from only those people, who they like
the most and thereby reject ideas of others.

Horns effect: Horns effect is tendency to underestimate and dislike a person because he is not good in one of the
fields.

(5) Linguistic/Semantic barriers

Illiteracy: Illiterate people can not read and write the messages which creates difficulty in understanding the
thoughts and emotions of the speaker and writer.

Jargon: Overuse of technical jargon and scientific terms can make it difficult for the people to understand the
thoughts and emotion of the speaker.
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Errata: Errata is error in printing and writing. Messages can be misunderstood by the reader of because of
printing mistakes in the text.

Slang: Use of slang language makes it difficult for the strangers to understand what speaker is speaking and
what he is asking for.

Spelling and grammar errors: Grammatical mistakes in writing and structural error while speaking are major
barriers to communication.

Freudian slip: Many a times we say something accidently which provokes anger of the listener. This may affect
the flow of communication.

(6) Information Overload

When there is too much information, some of it is blocked in transit and may not reach the intended audience.
Advertising and sales information is an example of overload; so much communication about product floats
through so many media that a good deal of it does not reach the potential buyer.

(7) Interpersonal barriers

Interpersonal barriers occur due to limitations in the communication skills of encoder or decoder, or both. The
most common reasons for interpersonal barriers are:

• Limited vocabulary
• Cultural variations
• Poor listening skills
• Wrong choice of verbal and non verbal messages.
• Emotion

How to overcome the barriers to communication

• Create an open communication environment

• Always keep receiver in mind
• Do not communicate when you are emotionally disturbed
• Be aware of diversity in culture, language etc…
• Use appropriate non-verbeal cues
• Select the most suitable medium
• Analyse the feedback
• Plan and clarify ideas
• Create climate of trust and confidence

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Importance, types and principles of Communication
Importance of Communication

It is the ‗food and fuel of the organization as no organization can survive without presence of well established
system of communication. It facilitates the function of management and helps to create and maintain interpersonal
relationship in the organization.

When considering why communication is important, the bottom line is: if you‘re a good communicator, you‘ll
have better chances of success. The ability and the importance of communication become much more crucial
when you are on a mission or need to fulfill a goal. Without a means to communicate, your organization will
become isolated. The ability to effectively communicate is very important when it is usually underestimated and
overlooked.

Communication is easily overlooked, but the ability to communicate effectively is necessary to carry out the
thoughts and visions of an organization to the people. The importance of speech and words whether through a
paper or a voice is a communication medium to convey directions. Without communication, there is no way to
express thoughts, ideas and feelings.

Types of Communication

People communicate with each other in a number of ways that depend upon the message and its context in
which it is being sent. Choice of communication channel and your style of communicating also affects
communication. So, there are variety of types of communication.

(1) Verbal Communication

Verbal communication refers to the the form of communication in which message is transmitted verbally;
communication is done by word of mouth and a piece of writing. Verbal Communication is further divided into:

• Oral Communication
• Written Communication

Oral Communication

In oral communication, Spoken words are used. It includes face-to-face conversations, speech, telephonic
conversation, video, radio, television, group discussion, meeting etc... In oral communication, communication is
influence by pitch, volume, speed and clarity of speaking. We spend nearly 60-70% of the day time in one or
other form of oral communication.

Advantages of Oral Communication

• Sheds of meaning can be conveyed (using to be, pitch and intensity of voice)
• Saves time
• Immediate feedback can be obtained
• Spares money and effort
• Less formal
• Makes the communication of confidential and secret information possible.
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How to make Oral Communication more effective

• The words should be clearly and properly pronounced.

• Poor voice control and poor pronunciation act as barriers to Communication
• Another requirement of effective oral communication is clarity and precision.
• 4.Brevity is very essential, over communication should be guarded against.
• Tropes tone is an important requisite convey the same feeling as the words.
• Use the correct pitch the way the voice moves up or down.
• Use the right register ie. the right style and vocabulary to suit the situation and the listener.

Limitations of Oral Communication

• Can be misunderstood or misinterpreted more easily.

• No permanent record of little value from the legal point of view
• Only a good speaker can communicate effectively.
• Unhelpful for lengthy communication
• Something vital may be missed out
• People can not retain oral messages for a long time ie it lacks permanence
• When messages are transmitted orally it is not possible to pinpoint the responsibility.

Written communication

• Written communication-reports, illustrations, memos, telegrams, facsimiles, emails, tenders and others
• Communication through words may be in writing or oral. Written communication entails transmission of
message in black and white. It mainly consists of diagrams, pictures, graphs, etc. Reports, policies, rules,
orders, instructions, agreements, etc have to be conveyed in written form for proper functioning of the
organization.
• Written communication guarantees that everyone concerned has the same information. It provides a long-
lasting record of communication for future. Written instructions are essential when the action called for is
crucial and complex. To be effectual, written communication should be understandable, brief, truthful and
comprehensive. The main advantages and disadvantages of written communication are as follows:

Advantages of written communication

• It ensures transmission of information in uniform manner.
• It provides a permanent record of communication for future reference.
• It is an idealistic way of conveying long messages.
• It ensures little risk of unauthorized alteration in the message.
• It tends to be comprehensive, obvious and accurate.
• It is well suited to express messages to a large number of persons at the sametime.
• It can be quoted as legal evidence in case of any disputes.
Disadvantages of written communication
• It is costly and time consuming.
• It becomes difficult to maintain privacy about written communication.
• It is rigid and doesn‘t provide any scope for making changes for inaccuracies that might have crept in

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• It is very formal and lacks personal touch.
• It may be represented in a different way by different people.

(2) Non-verbal Communication

Non-verbal communication is considered as ‗unspoken communication‘. It is also considered as
‗communication by implication‘. It is an integral part of us and helps in communicating effectively. The way
an individual positions himself, holds his hands, tilts his head, all tell volumes about the individual. Every time
there is some talk of body language.Non-verbal communication includes facial expressions, eye contact, tone of
voice, body posture and motions, and positioning within groups. It also includes the way we wear our clothes or
the silence we keep
According to Albert Meharabian, an eminent Neuro Linguist, in communication, word carry 7%, tone 38%,
body language 55% of the meaning. Without it verbal communication fails to convey ideas, emotions and
feeling of communicator.
Non-verbal Cues Examples Message
Gestures Pointing finger at someone To indicate person or thing
Hand behind head Uncertainty, confusion
Head shake disagreement
Head nod agreement
Palm down Dominance, confident
Facial Expression Blank face Confusion
Lip compression Disgust, nervousness
Frown Anger, disapproval
Face drop Defeat, nervousness
Posture Errect posture Confidence, courage
Bent posture Illness, stress, tireness
Body Language Adam‘s apple jump Emotional anxiety
Bow To show coutesy
Shoulder shrung uncertainty
Eye Contact Direct eye contact Confidence, firmness
To avoid eye contact Lie, fear, loss of confidence
Stare Anger, surprise
Sign/Symbols + (Red colour) Physician
+ (Blue) Veterinarian professional
+ (Green) Agriculture officer
Colours Blue mysticism
Green Prosperity, happiness
Red Danger
Black Gloom, unhappiness

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(3) Formal Communication
• Formal communication can be defined as, ―A presentation or written piece that strictly adheres to rules,
conventions, and ceremony, and is free of colloquial expressions.‖

• Formal communication is organized and managed information that is shared with relevant individuals in
order to secure coordinated action throughout the organization. Formal communication channels are
based on an individual‘s role in the organization and distributed in an organized way according to the
established chain in organizational charts.

• Typically, formal communication flows ―downward‖ from executives to directors to managers to staff
regarding company direction and instruction and ―upward‖ from staff to managers to directors to
executives in the form of data and reports. The communication flowing through these channels is
specific to the jobs and departments.

• The different forms of formal communication include; departmental meetings, conferences, telephone
calls, company news bulletins, special interviews and special purpose publications.
• The main advantage of formal communication is that the official channels facilitate the habitual and
identical information to communicate without claiming much of managerial attention. Essentially,
executives and mangers may devote most of their precious time on matters of utmost significance

(4) Informal Communication

• On the other hand, informal communication in the workplace satisfies a variety of needs, particularly
social and emotional, and are not based on the positions individuals occupy within the organizations. As
a result, the communication is not managed or planned in any organized fashion. It‘s more relaxed,
casual and tends to be spread by word-of-mouth quickly throughout a department or organization
because it‘s not restricted to approvals and an established path of distribution.
• Informal communication takes place due to the individual needs of the members of an organization and
subsists in every organization. Normally, such communication is oral and may be expressed even by
simple glance, sign or silence. Informal communication, is implicit, spontaneous multidimensional and
diverse. It often works in group of people, i.e. when one person has some information of interest; he
passes it on to his informal group and so on.
• An organization can make efficient use of informal channels to fortify the formal channels of
communication. It acts as a valuable purpose in expressing certain information that cannot be channeled
via the official channels. It satisfies the people desires to identify what is happening in the organization
and offers an opportunity to express dreads, worries and complaints. Informal communication also
facilitates to ameliorate managerial decisions as more people are involved in the process of decision-
making.

• In spite of many advantages, informal communication has certain disadvantages. Informal

communication contains facts, deceptions, rumors and unclear data. The informal channels of
communication may transmit completely imprecise information that may harm rather than help an
organization. In addition, it is impossible to fix the responsibility for its origin or flow of information.
However, for the efficient working of any organization both formal and informal communications are required.

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Principles of Communication /The 7 C’s of communication

1. Credibility
If the sender can establish his credibility, the receiver has no problems in accepting his statements. Establishing
credibility is not the outcome of one-shot statement. It is a long-drawn out process in which the receiver through
constant interaction with the sender understands his credible nature and is willing to accept his statements as
being truthful and honest.
2. Courtesy
Once the credibility of the sender has been established, attempts should be made at being courteous in
expression. In the business world almost everything starts and ends with courtesy. Much can be accomplished
through a tactful employment of it.
3. Clarity
Absolute clarity of ideas adds much to the meaning of the message. The first stage is the clarity in the mind of
the reader. Next stage is the transmission of the message in such a way that it is simple enough for the receiver
to understand. Simple language and easy sentence construction should be used for the receiver to grasp it easily.
4. Correctness
At the time of encoding, the sender should ensure that his knowledge of the receiver is comprehensive. The level
of knowledge, educational background and status of the decoder help the encoder in formulating the message.
In case there is a discrepancy between the usage and comprehension of the terms, miscommunication can arise.
If the sender decides to back up his/her communication with facts and figures, there should be accuracy in stating
the same. Finally, the usage of the terms should be nondiscriminatory.
5. Consistency
The approach to communication should, as far as possible, be consistent. There should not be too many ups and
downs which would lead to any confusion. If a certain stand has been taken, it should be observed without there
being situations in which the sender is left groping for the actual content.
6. Concreteness
Instead of vague and abstract expressions, concrete and specific expressions should be preferred. Abstract
statements can cloud the mind of the sender.

7. Conciseness
The message to be communicated should be as brief and concise as possible. Dense language definitely sounds
impressive but people would be suitably interested in doing nothing. Only simple and brief statements work
effectively. Excessive information can sway the reader into either a wrong direction or into inaction.

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C’s Relevance

Credibility Builds trust

Courtesy Improves relationships

Clarity Makes comprehension easier

Correctness Builds confidence

Consistency Introduces stability

Conciseness Saves time

Concreteness Reinforces confidence

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