Chapter 6: Media and Communication Technology

WHAT IS COMMUNICATION?
• Communication is the act of transferring information from one place, person or group to
another.
• The process of thinking, seeing, comprehending, sharing, and modifying how one
expresses feelings to other people via a range of media can also be referred to as
communication. It also involves looking, hearing, and talking with oneself or with others
about ideas, feelings, facts, experiences, knowledge, and other things.
• Effective communication is a conscious effort in creating a mutual understanding about the
intended meaning of the message, among people involved in the communication.
CLASSIFICATION OF COMMUNICATION

I. Classification based of types of Interaction

(i) One-way Communication: One-way communication is a type of transmission
where the information is received by the recipient but not immediately responded
to by the sender, or the recipient is unable to answer back. Speeches, lectures,
listening to music on the radio or through a system, etc. are just a few examples.
(ii) Two-way Communication: Two-way communication is a type of transmission in
which two or more individuals communicate with one another, sharing or
exchanging ideas, opinions, information, etc. over spoken or silent channels.
Examples of two-way communication include talking on the phone, conversing on
a mobile device, and discussing future with someone.
II. Classification based on levels of communication
(i) Intra-personal Communication: Intrapersonal communication can be defined as
communication with one's self, and may include self-talk, acts of imagination and
visualization, and even recall and memory. For instance, mental rehearsal before
appearing in an interview or oral exam.
(ii) Inter-personal Communication: Interpersonal communication is the process of
exchange of information, ideas, and feelings between two or more people through
verbal or non-verbal methods. Talking to a friend about various academic issues or
participating are some of the examples of inter-personal communication. Inter-
personal communication is the most effective and ideal type of communication,
because of direct contact, instant and strong feedback, direct response.
 (iii) Group Communication Direct and personal, communication occurs between the
different members of a group. It is like inter-personal communication, but the
difference is that there is an involvement of more than two persons in the
communication process.
(iv) Mass Communication: Mass communication may be described as imparting or
exchanging of information on a large scale to a wide range of people. In other
words, mass communication can also be defined as the process of multiplying
messages with the help of a device and spreading them among the masses. Radio,
TV, satellite communication, newspapers, magazines, etc. are some of the most
popular and widely used modes of mass communication.
(v) Intra-organisational Communication: Intra-organizational communication refers to
communication within the organization only. This type of communication takes
place in big and highly structured organisations. The information flow in
organisations is generally two-way at the same level and one-way across different
levels.
(vi) Inter-organisational Communication: It is a system of communication developed by
one organisation to communicate with other organisations with the aim of working
in co-operation and co-ordination with each other. For example, in big projects such
as construction of a dam, technical assistance is provided by one company whereas
architectural work is to be done by another.
III. Classification based on the Means or Modes of Communication:
(i) Verbal Communication: Verbal communication is the use of words and sounds to
express yourself. An example of verbal communication is saying "No" when
someone asks you to do something that you do not want to do. According to
research, an individual spends about 70 per cent of his/her active time in
communicating verbally, i.e., speaking, listening, and reading aloud
(ii) Non-Verbal Communication: Non-verbal communication is the transmission of
messages or signals through non-verbal mode-such as eye contact, facial
expressions, gestures, even architecture, symbols, and sign language, for example,
smoke signals used by some tribal people.
IV. Classification based on the Involvement of Number of Human Senses:
It is more effectively understood and learnt through videos or films etc. This is because the
number of senses involved only during reading or listening are very less as compared to
the number of senses involved when we see, read, and listen simultaneously.
COMMUNICATION PROCESS

1. Source: Source here refers to the person who initiates/starts the process of communication.
The key factor responsible for the effectiveness of the whole communication process is the
source. The source should convey the message to the targeted audiences in a manner that
the message is correctly interpreted/understood and the desired response is obtained.
2. Message: The content or information that a communicator wishes to receive, accept, or act
upon is known as a message. It could be any specific or general information or ideas,
specific or general to any field of knowledge or day-to-day life of an individual or group.
3. Channel: Channel is the medium of communication through which the information flows
from a sender to receivers. There can be two types of channels:
i. Inter-personal communication channels such as individuals and groups.
ii. Mass media communication channels, e.g., satellite, wire-less and sound waves
4. Receiver: Receiver here refers to the intended or targeted audience of the message. It could
be an individual or group.
5. Feedback (Effect of Communication): Every communication process is incomplete till
the feedback of the message is received. It is generally the last step of any communication
process and the initiating step of the next process if required. For example,
a. While teaching, every teacher generally asks questions from students to find out if the
lesson has been understood. The activity of asking questions and finding out which
topics were understood and which topics need to be explained again is a type of a
feedback.
b. Letters from readers of newspapers and magazines are a form of feedback to the editors
and writers.
c. Television Rating Points (TRPs) of a television programme is also a form of feedback
from viewers.
WHAT IS MEDIA?
The media can be defined as channels of communication that are used to disseminate news,
concepts, ideas, facts, data, promotional messages, etc.
CLASSIFICATION OF MEDIA
1. Traditional Media: Traditional media refers to those mediums of communication that
have been used for decades. Due to lack of facilities in rural areas both government and
non-governmental agencies prefer to use traditional modes of media (local fairs, radio
broadcasts, etc.) to create awareness and promote various welfare and developmental
schemes and programmes. Considering the educational and financial level of the people
in rural and remote areas, Inter -personal communication media is still considered to be
 the most used and effective medium of communication there. Some Examples of
Traditional Media are Puppet, Folk dance, Folk theatre, Oral literature, Fairs and
Festivals, Rituals and Symbols, Signs, Posters, Local Magazines, Other Local Content.
2. Modern Media: Modern media refers to those mediums that have come into existence
due to development of technology. These mediums are also known as digital mediums.
Radio, satellite television, modern print media, films projected though various type of
projectors, audio cassette and compact disk technology, cable and wireless technology,
mobile phone, video film and video conferencing are some of the widely used examples
of modern media.
FUNCTIONS OF MEDIA
1. Information: Providing or exchanging information is the primary goal of using any kind
of media. Information is power these days. Information is disseminated via a variety of
media, including newspapers, magazines, radio, and television.
2. Persuasion/Motivation: A powerful weapon for persuading an audience to embrace new
ideas is appropriate communication media. A thorough understanding of the psychology
and sociocultural background of the target audience is crucial for this.
3. Entertainment: From folk media and oral tradition to Direct to Home (DTH) transmission,
both traditional and modern communication media offer a vast array of entertainment
alternatives. Media is used entertainingly even for instructional reasons to make learning
engaging and simple.
4. Interpretation: Facts and statistics, along with the use of communication media—
particularly pictographic presentations—help people understand many challenging and
complex subjects. As an illustration, using a map or globe model to locate and comprehend
a geographical place is easier than just reading about it in a textbook.
5. Transmission of Values: Another crucial role of the media is to promote the growth of a
wholesome society by disseminating moral principles. For instance, using puppets or
animated movies to impart moral lessons is a compelling alternative.
6. Education or Training: To deliver education, a variety of media platforms are used.
Educators, for instance, who are on lockdown because to the COVID-19 outbreak and are
teaching online from home. Likewise, professionals from many professions are trained
through a variety of media platforms.
7. Coordination: Distance and physical presence are no longer obstacles to connection thanks
to innovations in current technology. big projects dispersed across a big geographic area
can be coordinated without an actual presence because to the improved speed, precision,
and scope of modern communication methods.
8. Behavioural Change: The art and skill of good communication is crucial to extension
education activities pertaining to health, literacy, environmental challenges, empowerment
programs, and innovation adoption. The dissemination of beneficial messages through the
media is crucial since it influences the target audience's behaviour both directly and
indirectly.
9. Development: A significant part of national development is also played by the media.
Experts or specialists and the public are connected through communication. It aids experts
in comprehending the issues faced by regular people and creating development plans that
meet their requirements. Through communication, media has sped up progress and shrunk
the world.
WHAT IS COMMUNICATION TECHNOLOGY?
Any tools and software used to handle, manage, and transmit data is referred to as
communications technology.
CLASSIFICATION OF COMMUNICATION TECHNOLOGIES
1. Cable or Land Based Technologies: Cable or land-based technologies refers to those
technologies in which a wire is required as a medium to establish communication between
sender and receiver.
2. ⁠Wireless Technologies: Wireless technologies refer to those technologies in which no wire
is required as a medium to establish communication between sender and receiver.
Some important communication technologies are radio and television.
MODERN COMMUNICATION TECHNOLOGIES:
The list of modern communication technologies is ever changing due to continuous innovations
in the field.
1. Micro Computers: A microcomputer is a small, relatively inexpensive computer with a
microprocessor as its central processing unit (CPU). These computers are generally
smaller in size (handy) as compared to usual desktop computers.
2. Video Text: Video text is an electronic text service transmitted from central computer
to home televisions via telephone network or cable system. It provides a facility to the
viewer to access the desired data mail or e-mail is a method of exchanging
3. Electronic Mail (E-mail): Electronic messages (mail) between people using electronic
devices with internet facility. It is the system which passes information electronically
from sender to receiver through internet.
4. ⁠Interactive Video: Interactive video is a type of digital video that supports user
interaction. These videos play like regular video files, but include clickable areas, or
"hotspots," that perform an action when you click on them.
5. Tele-conferencing: Tele-conference is the live exchange of information between people
who are physically far away from one another but linked by a tele-communications
system. Now it is possible to hold meetings without travelling large distances because
of advancements in tele-communication.
Communication Technology has greatly facilitated communication and transformed the
world into a global village.
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