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Course
Name
• Teacher • Jibran Khan
• Semester • Fall 2022
• Credit Hours • 03

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 Assessment

• Assignment/Report
• Group Discussion/Class
Participation
• Presentation
• Quiz/CAT
• Mid Term Exam
• Final Term Exam
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 The Nature of
Communication
 1.1 What is communication?

 1.2 Social communication

 1.3 Business communication

 1.4 Some problems and solutions

 1.5 Class activity

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 Communication

 The word communication is derived from the Latin word ‘communis’,

meaning common. Thus when you communicate, you are trying to establish
a commonality with another person.
 The ultimate aim is to ‘create commonness or commonality’.

 It is generally accepted that:

 55 percent of a negotiator’s (communicator’s) message is perceived non

verbally.
 Only, 7 percent depends on what is said.
 And, 38 percent depends on how it is said.
 Through communication, receiver and communicator creates mental
agreement
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 Communication refers to the dynamic and complex process of message
exchange and interpretation.

 It is an activity in which information of some sort an idea, a thought, belief,

opinion, emotion, feeling, attitude, etc. is transmitted from one ‘system’ to
another by means of some physical embodiment.

 It is a mean of exchanging messages, or an act of giving information and

receiving response.

 ‘System’ is used here because communication can occur among both

human and non-human entities. Our concern however is in human
communication.

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 Define Communication?

 In this regard we may consider a definition of communication as

presented by Stuart Sillars (1988). Communication may be defined as:

“the giving, receiving or exchange of information, opinions or ideas by

writing, speech or visual means - or any combination of the three - so that
the material communicated is completely understood by everyone
concerned.”

 This may appear to be quite a straightforward process - after all, we

communicate all the time, by talking to each other, writing letters,
making telephone calls, and even by making signs and gestures when
we are angry or upset.

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 Some Definitions on
Communication
 “Communication is the process of sending and receiving messages, and
it occurs whenever we express our selves in a manner that is clearly
understood.”

McCutcheon, Schaffer and Wycoff. Communication Matters. New york,

West Publishing. (1994:5)

 American Management Association defines, ‘Communication is any

behaviour that results in an exchange of meaning’.

 “Sending, giving or exchanging information and ideas”, is defined by

Webster’s Dictio­nary.

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 Louis A. Allen defines, ‘Communication is the sum total of all the things
that a person does, when he wants to create an understanding in the
mind of another. It involves a systematic and continuous process of
telling, listening and understanding’.

 Newman and Summer Jr. state that, ‘Communication is an exchange of

facts, ideas, opinions or emotions by two or more persons’.

 Peter Little defines communication as, ‘Communication is the process

by which information is transmitted between individuals and/or
organizations so that an understanding response result’.

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 Social Communication
 Humans are social beings and spend much of their time together. We
first learn to communicate in a social setting, usually with parents and
relations, and throughout life much of our time is spent in social
communication.

 At every step - whether as child, adolescent, young adult, parent,

relation or friend - we communicate socially with those around us. We
learn what we can and cannot say to certain people, getting to know
‘how far to go’ in terms of what subjects and forms of expression are
acceptable to different people.

 We develop our own languages in small groups - the word-games of

schoolchildren, the slang of students, the specialist words used by jazz
musicians, rugby players or accountants, for example.
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Business Communication
 Anyone who works for a living is involved in business communication. It
is not something which exists only in offices and big City institutions.
Unlike social communication, which is relaxed, informal and (most of the
time) friendly, business communication is carefully organized, formal and
more concerned with getting things done than with exchanging
pleasantries.

 In short, business communication is planned in layout and expression

and composed according to clear objectives, whereas social
communication follows no rigid structure and may be quite spontaneous.

 An accountant writing a report on possible company expansion will

present the facts, and her own opinions of the scheme, concisely and
directly. A personnel director placing an advertisement for staff in a
newspaper will want to get as much information as possible into the
space he can afford to buy.
 Communication in business must be clear, concise and direct, otherwise
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time and money will be wasted.
 When we tell others that we
teach Communication,
people often ask questions
like,
 Do you teach radio and television?

 Do you teach public speaking?

 Do you do news broadcasts?

 Do you work with computer?

 Do you study Public Relations?

 Is that Journalism or Mass Communications?

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 However, the most common question we get is, “What is that?” It’s
interesting that most people will tell us they know what communication
is, but they do not have a clear understanding of what it is.

 Bruce Smith, Harold Lasswell, and Ralph D. Casey provided a good and
simple answer to the question, “What is Communication study?”.

 They state that, communication study is an academic field whose

primary focus is:

 “who says what, through what channels (media) of communication, to

whom, [and] what will be the results”
 WHO, says WHAT, in WHICH channel, to WHOM, with WHAT
effect?

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 Lasswell’s
Communication Model
 Lasswell’s communication model was developed by communication theorist
Harold D. Lasswell (1902-1978) in 1948.

 Lasswell’s model of communication (also known as action model or linear

model or one way model of communication) is regarded as one the most
influential communication models.

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Lasswell’s Communication Model has 5 components which is used as an
analysis tool for evaluating the communication process and components.
The components are the questions to be asked to get the answers and
keep communication going.

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 Content analysis (what?)

 The content analysis corresponds to the communicative component of

the content or message.
 It is about the communicative stimuli that arise from the person
issuing the message.

 Control analysis (who?)

 The level of control analysis corresponds to the communicative

component "who?".
 In other words, it is the sender: the person who generates a message or
communicative stimulus, and who expects a response from the
recipient.

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 Analysis of the medium (how?)

 The communicative component "how?" Can be analyzed from the

middle or channel, through which the message is transmitted .
 It is the way in which the content travels from sender to receiver.

 Analysis of the audience (to whom?)

 The analysis dimension of the audience allows answering the question

about who is the receiver; that is, the person who is expected to receive
the sender's message.
 This question and dimension of analysis are fundamental in the studies
on mass communication, since both the message and the channel
depend to a large extent on how the receiver is.

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 Analysis of the effects (for what?)

 In the analysis of the effects or the results of the communication, it is

investigated by means of the question “why”?

 It is about analyzing whether the objectives of transmitting a certain

message have been fulfilled or not; and if not, then the effect that such
transmission has created is studied.

 For Lasswell, all communication has an effect, whether or not it was

originally planned , and that is what determines the structure of mass
communication.

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 Though Lasswell’s model was developed to analyze mass
communication, this model is used for interpersonal communication or
group communication to be disseminated message to various groups in
various situations.

 Lasswell also brought the concept of Effective Communication Process.

He talked about the relation between presentation of facts and how it
generates different effects.

 The use of the concept of effect makes Lasswell’s model non-linear

unlike its name. It’s because effect can also be taken as feedback.

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Lasswell’s Model Example
 Let’s say you are watching an infomercial channel on TV and on comes
a suitcase salesman, Mr. Sanders. He is promoting his brand of a
suitcase as the best.

 Aware that millions of viewers are watching his presentation, Mr.

Sanders is determined to leave a remarkable impression.

 By doing so, he is achieving brand awareness, promoting his product

as the best on the market, and consequently increasing sales revenue.

 So, Mr. Sanders is the communicator.

 The message he is conveying is the promotion of his brand of a
suitcase as the best.
 The medium he uses is television.
 His audience consists of evening TV viewers in the US.
 The effect he is achieving by doing this is raising brand awareness and 20
increasing sales revenue.
 Advantages of Lasswell
Model
 It is Easy and Simple

 It suits for almost all types of communication.

 It is suitable and useful for different categories of communication

including “Interpersonal Communication” that is everyday

communication/interaction with family, friends, etc.

 The concept of effect. The model supposes that messages always have

effects.

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Disadvantages of Lasswell
Model

 Feedback not mentioned

 Noise not mentioned

 Linear Model

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 Some Problems and
Solutions
 Adopting the appropriate form of communication and using it in the
right way are crucial to both personal and business life. Unless friends
and acquaintances know what we mean, relationships will become
strained. Unless employees know what is expected of them, they will be
unable to supply it.

 Unless clients are given precise details of costs and delivery dates, they
will not order products. Unless the directors can conduct a meeting,
they will be unable to run the company. This will become clearer if we
consider a few situations - some fictitious, but based on real life - and
the role played by communication in each.

• Beat it!
• Making cars by telephone
• Getting the right pictures
• On the move 23
 Class Activity

 Think about a situation — at work, at college or in your personal life -

where things have gone wrong because of poor communication.

 Write down:

(a) the information which should have been communicated

(b) any details or points which should have been included but which were

not

(c) the way the information was communicated - by letter or on the

telephone, for example;

(d) the way it should have been communicated

(e) the results of poor communication.

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Thank You

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