Semantic Barriers parameters for better communication pros and cons of Mass media

1. Semantic Barriers
There isalwaysa possibilityof misunderstandingthe feelingsof the senderof the message orgettinga
wrongmeaningof it.The words,signs,andfiguresusedinthe communicationare explainedbythe
receiverinthe lightof hisexperience whichcreates doubtful situations.Thishappensbecause the
informationisnotsentinsimple language.
The main language-relatedbarriersare asunder:
(i) BadlyExpressedMessage:
Because of the obscurityof language there isalwaysa possibilityof wronginterpretationof the
messages.Thisbarrieriscreatedbecause of the wrongchoice of words,incivil words,the wrong
sequence of sentencesandfrequentrepetitions.Thismaybe calledlinguisticchaos.
(ii) SymbolsorWordswithDifferentMeanings:
A symbol ora wordcan have differentmeanings.If the receivermisunderstandsthe communication,it
becomesmeaningless.Forexample,the word‘value’canhave differentmeaningsinthe following
sentences:
(a) What is the value of computereducationthese days?
(b) What isthe value of thismobile set?
(c) Value ourfriendship.
(iii) FaultyTranslation:
A managerreceivesmuchinformationfromhissuperiorsandsubordinatesandhe translatesitforall
the employeesaccordingtotheirlevel of understanding.Hence,the informationhastobe moulded
accordingto the understandingorenvironmentof the receiver.If there isalittle carelessnessinthis
process,the faultytranslationcanbe a barrierin the communication.
(iv) Un clarifiedAssumptions:
ADVERTISEMENTS:
It has beenobservedthatsometimesasendertakesitforgrantedthat the receiverknowssome basic
thingsand,therefore,itisenoughtotell himaboutthe majorsubjectmatter.Thispointof view of the
senderiscorrect to some extentwithreference tothe dailycommunication,butitisabsolutelywrongin
case of some special message,
(v) Technical Jargon:
Generally,ithasbeenseenthatthe people workinginanenterpriseare connectedwithsome special
technical groupwhohave theirseparate technical language.

2. Theircommunicationisnotsosimple asto be understoodbyeverybody.Hence,technical languagecan
be a barrierincommunication.Thistechnical groupincludesindustrial engineers,production
developmentmanager,qualitycontroller,etc.
(vi) BodyLanguage andGesture Decoding:
Whenthe communicationispassedonwiththe helpof bodylanguage andgestures,its
misunderstandinghindersthe properunderstandingof the message.Forexample,movingone’sneckto
replytoa questiondoesnotindicate properlywhetherthe meaningis‘Yes’or‘No’.
Parameter for Better communication
Followingfactorsshouldbe consideredforbettercommunication:
Pre-thinking
Pre-thinkingaboutthe message isanimportantqualityof effective communication.Pre-thinkingenables
the sendertodevelopacreative message andtotransmititefficiently.
• SpecificObjective
Communicationoccurswithspecificobjectives.Therefore,the communicatormustknow the
objective of communicationandmustarrange the message accordingly.
• Timeliness
Usefulnessof anymessage dependsonitstimelytransmission.If the message isnottransmittedin
appropriate time,itsutilityislost.Sothe communicatorshouldconsiderthe time of communication.
• Conciseness
Anotherimportantqualityof effective communicationisthatthe message shouldbe concise.The
concise message isone thatcontainsonlyrelevantandnecessaryfacts,avoidsrepetitionand
organizesproperly.
• Completeness
Effective communicationtransmitsacomplete messagesothatthe receivercanunderstandthe full
meaningof the message.The sendershouldnotsacrificecompletenesstoattainconciseness.

3. • Correctness
The effective communicationcontainsonlythe correctmessages.False,manipulated,and
exaggeratedinformationirritatesthe receiverandmakesthe communicationineffective.
• Persuasiveness
Persuasivenessisanimportantqualityof Effective communication.Ithelpstodevelopapositive
attitude of thyreceivertowardsthe message.
• Concreteness
Businesscommunicationbecomeseffective- whenitexcludesirrelevantfacts.Concretenessis
essential toexpressthe communicator’sview tothe receiverunambiguously.
• Feedback
Effective communicationalwayskeepsthe provisionof feedback.Feedbackensuresthatthe
message hasreachedto the intendedreceiver.
Advantages and Disadvantagesof Mass Media
Mass media enjoys a very prominent role in our lives. It is the only medium that keeps us
informed and connected to the outside world. However, a medium this large is sure to
influence society at large. The influences can be either positive or negative depending on
several factors.
Mass media can be categorized into broadcast media, print media, outdoor media, and digital
media. Broadcast media comprises radio, television, recorded music, and films, and transmits
information in electronic forms. Print media, as the name suggests, is a formof printed physical
media which includes newspapers, books, magazines, pamphlets, and comics. The third
one―outdoor media―consists of signs, billboards, and placards used in several places to
spread a common message. Digital media includes Internet services like blogs, emails, websites,
etc. It also includes mobile phone technology.
Pros of Mass Media:

4. • The wide reach offered by mass media is phenomenal and has the ability to cover a global
audience.
• Print and broadcast media are more focused in order to reach a specified target group.
Besides, these forms are easily accessible. For example, the daily newspaper lands on one's
doorstep, or one can receive the latest news via a television set.
• Certain types of media have a loyal fan following. This provides related advertisers,
publications, or television channels with a ready audience.
• Today, any kind of information is readily available on the Internet. One can use the Internet
for social networking, obtaining specific or general information, sending and receiving emails,
publishing content, and more. This makes the Internet one of the largest forms of mass media.
• Radio, television, music, Internet, books, are also very good sources of entertainment. One can
spend time watching a movie, or listening to music, reading a novel, etc.
• Mass media in all forms is also used to educate people about the happenings of the world.
Additionally, they also help increase awareness about different governmental policies,
provisions, politics, sports, business, etc.
Cons of Mass Media:
• When it comes to the authenticity of the information provided, it might not be genuine or
completely authentic from every perspective. This could lead to a certain degree of
misinterpretation on part of the general audience.
• There are a number of instances that involve the manipulation of news in order to gain
political benefit. This misleads the audience, thus leading to deception or lack of authenticity.
For example, a particular political party may manipulate reports in their favor, thus influencing
the audience in a favorable way.
• Biases can also occur on a very basic or personal level. As the information providing sources
are ultimately humans, they might tend to favor a certain news in competition to another.

5. • A particular event or a celebrity may receive undue importance, and set wrong ideals before
different sections of society, mostly youth. For example, a movie showing a very popular actor
or celebrity engaging in a narcotic addiction may divert his/her young fans and followers
towards a wrong path.
• Unnecessary sensationalismof an issue may project it in a wrong way. This would again lead
to misinterpretation or unnecessary exaggeration of the information on part of the general
public.
• Wrong interpretation of news may even blow things out of proportion and cause societal
imbalance. For instance, religious or ethnically sensitive information if interpreted in a wrong
way could lead to riots.
• At times, a certain piece of news or information may receive too much attention simply
because of lack of important news. This would mislead the audience into overemphasizing a
silly or less important piece of information.
• Although mass media poses more disadvantages than advantages, it is the only medi When it
comes to the authenticity of the information provided, it might not be genuine or completely
authentic from every perspective. This could lead to a certain degree of misinterpretation on
part of the general audience.
• There are a number of instances that involve the manipulation of news in order to gain
political benefit. This misleads the audience, thus leading to deception or lack of authenticity.
For example, a particular political party may manipulate reports in their favor, thus influencing
the audience in a favorable way.
• Biases can also occur on a very basic or personal level. As the information providing sources
are ultimately humans, they might tend to favor a certain news in competition to another.
• A particular event or a celebrity may receive undue importance, and set wrong ideals before
different sections of society, mostly youth. For example, a movie showing a very popular actor
or celebrity engaging in a narcotic addiction may divert his/her young fans and followers
towards a wrong path.

6. • Unnecessary sensationalismof an issue may project it in a wrong way. This would again lead
to misinterpretation or unnecessary exaggeration of the information on part of the general
public.
• Wrong interpretation of news may even blow things out of proportion and cause societal
imbalance. For instance, religious or ethnically sensitive information if interpreted in a wrong
way could lead to riots.
• At times, a certain piece of news or information may receive too much attention simply
because of lack of important news. This would mislead the audience into overemphasizing a
silly or less important piece of information.
Although mass media poses more disadvantages than advantages, it is the only medium that
helps us to stay updated and visualize the big picture of what's happening around the world.
Communication Models and their Functions
A model can be defined as a visual presentation that identifies, classifies and describes various
parts of a process. In the communication process, sender, message, media and receiver are
associated. Communication process starts with the transmission of message by communicator
and end with receiver’s feedback. When this communication process is represented through a
line or picture, it is called communication model. In other words, pictorial presentation of
communication process is known as communication model.
The simple model of communication consists of a sender, message and receiver. However, this
simple model ignores many other parts of communication process. So by incorporating all parts
of communication process, a comprehensive communication model is presented below:
In communication model, various parts of communication process are depicted in a sequential
and rational way.

7. In fine, it can be summed up that communication model is a diagrammatical presentation of
communication process. It is the logical settings of the elements of communication process.
FUNCTIONS OF COMMUNICATION MODEL
Communication model refers to the visual representation of communication process.
Communication model performs certain function in developing communication skills and
efficiency. Some important functions of communications model are mentioned below:
• Teaching the elements of communication process: Communication model represents
various elements involved in sending and receiving message. So from communication
model, one can learn various aspects of communication process. For this reason, it is said
that communication model teaches communication process.
• Conducting research: The second important function of communication model is to help
in conducting research in the field of communication. Communication model presents
various aspects of communication logically that help the researchers are in understanding
the pattern of communication. So with the help of communication models, the
researchers can undertake communication research programmers and perform those
efficiently.
• Predicting the success or failure of communication process: Another function of
communication model is to predict or forecast the success or failure of a particular
communication process. Through this model, one can ascertain the causes of success or
failure of communication.
IMPORTANCE OR OBJECTIVES OF COMMUNICATION MODEL
Communication model has evolved to understand the communication process. It helps to
understand the important aspects of communication. Some points highlighting the importance
or objectives of communication model are given below:

8. • Easy understanding of communication process: Communication model helps to
understand the communication process easily and logically.
• Showing information flow: Communication model shows how information flows form
one person to another in the organization.
• Introducing the parts of communication process: Communication model is also helpful
to orient the various parts of communication process to its readers.
• Easy presentation of communication process: Communication process is a complex
issue. Through a model, this complex issue can be presented easily.
• Understanding the communication complexities: Complex issues of commutation
process cannot be show in the communication model. Comparing these complexities with
the model, one can measure the degree of complexities in a given communication issue.
•
De Fleur Model of Communication
De Fleur Model of Communication consists of a two way communication process where the
receiver becomes the sender by providing feedback and by receiving the feedback, the sender
becomes the receiver.
The model is named after American scholar Melvin Lawrence DeFleur. He was a professor of
communications and social psychology with a PhD in Social Psychology.
This model is an expansion of Shannon and Weaver model of communication, which describes a
one way communication with feedback mechanism.
It is also based on the Westley and Maclean model of communication which proposed a circular
process of communication and feedback. Basically, De Fleur model is the combination of these
two models.
So, we suggest you make yourself familiar with the two models first before diving into De Fleur
model of communication.

9. De Fleur model of communication describes of a mass media device in the communication
process, which is circular in nature and is the first one to constitute a two way feedback
process.
As any other model, the communication originates at a source. Then it is sent to
a transmitterthat operates signal, after which a channel transfers it to a receiver. Once the
message reaches its destination, the receiver sends feedback. The feedback allows the sender
to determine if proper communication has taken place.
Here, the receiver assumes the role of a sender by sending feedback while the sender becomes
receiver by receiving feedback. Noise can occur at any stage in this model.
A feedback device is an important characteristic of this model. The feedback is given by a target
audience, which is different from receivers, whether the message has been received or not.

10. Feedback System
The observation of the receiver’s response is called feedback. In other words, the part of the
receiver’s response communicated back to the sender is called feedback. Actually it is the
amount of response of the receiver that reaches to the sender. It enables the sender to
evaluate the effectiveness of the message. Some definitions on feedback are given below-
According to Bartol & Martin, “Feedback is the receiver’s basic response to the interpreted
message”.
In the opinion of Bovee & Others, “Feedback is a response from the receiver that informs the
sender how the communication is being received in general”.
What is Feedback
From the discussion, we can say that feedback is a systemwhere the reaction or response of
the receiver reaches to the sender after he has interpreted the message. Feedback is inevitably
essential to make two way communication effective. In fact, without feedback in
communication remains incomplete.
CollectionofInformation:Feedbackisthe onlywayto collectinformationfromthe receiver,if the
receiverdoesn’tsendmessage of information(Feedback) tothe sender,there isnowayto collect
informationfromhim.So,feedbackhelpsthe organization(Sender) tocollectinformationfromdifferent
people (Receivers).
Completion of Entire Communication Process: Feedback is the last and important step of
communication process. Through feedback, the sender can learn the reaction or response of
the receiver. It is an essential step of communication without which communication process is
incomplete. So, in two-way communication feedback is mandatory.
Measuring the Effectiveness of Communication: Feedback is the only way to get the response
or reaction of the receiver. From it, the sender knows how well his message is understood and
how it will be used by the receiver. By analyzing the reaction, positive or negative, the sender of
the message can measure to what extent communication is effective and what are the
limitations with it. So, in two-way communication feedback is the only way to assess the
success of communication.
Measuring the Effectiveness of Media: We use different type of media to transmit messages.
The receiver gets the message by the media and understands its meaning. If receiver sends his
feedback to the sender, it means that the media are appropriate. Improper media cannot reach

11. the message to the receiver and thus fails to produce any Feedback. So, Feedback can be used
as a criterion of Effectiveness of Media.
Taking proper Decision: Feedback helps the sender to take proper decision. If the receiver does
not send his reaction or response on certain issue, the sender cannot decide on it. For example,
sometimes manager sends plans and decision or policies to the subordinates for their appraisal.
If the subordinates send their options, suggestion, complaints, reaction to the managers, they
can take better decisions. So, Feedback helps the managers to take proper and quality
decisions.
Problem Solving: Different types of problems may arise in an organization that must be solved
duly and timely. Two Way Communication helps to address the problem and provide solution
to the problem. For Example, if employees of an organization call for strike from the day after
tomorrow it their due salary is not paid by tomorrow. After receiving the message,
management of the organization decides to meet their demand but doesn’t inform the
employees. Problem will decide to meet their demand but doesn’t inform the employees.
Problem will remain, as the feedback of the management could not reach to the employees.
Coordination among Various Departments: There are many departments working in an
organization to achieve the super-ordinate goals of the organization. For the smooth
functioning of the activities, these departments must coordinate and cooperate with each
other. For coordination, each department must contact with other and send back response to
any query of other departments. So, Feedback is essentially required for bringing coordination
among departments.
Getting the Reactions of Receiver: Through feedback the sender can get the responses or
reactions of the receiver of his message. From the response, the sender responses, the sender
can assess how well the receiver has understood his message and if there is any clarification to
be made.
From the above discussion, we can say that feedback plays an important role in two way
business communication. It is essential for the completion of whole communication system. In
real sense, it is the essence of two way communication. So, What is Feedback? Feedback is
inevitable for successful communication. Its importance can never be ignored or undermined.
Television Program Categories
Category 1 News

12. Newscasts, newsbreaks, and headlines. Programs reporting on local, regional, national, and
international events. Such programs may include weather reports, sportscasts, community
news, and other related features or segments contained within "News Programs."
Category 2a) Analysis and Interpretation
Programs on various topics that include analysis or discussion, for example, talk or panel shows,
consumer affairs or reviews, newsmagazines and documentaries that do not fall under
category 2b). This category excludes programs presenting information primarily for
entertainment value.
The Commission notes that "Docutainment" programs, gossip or entertainment talk shows fall
more appropriately under category 11. Lifestyle magazine shows generally fall under
category 5b.
Category 2 b) Long-form documentary
Original works of non-fiction, primarily designed to inform but may also educate and entertain,
providing an in-depth critical analysis of a specific subject or point of view over the course of at
least 22 minutes. These programs shall not be used as commercial vehicles. Further, programs
that fall under the category 11(b) Reality television do not qualify as 2(b) programming.
Category 3 Reporting & Actualities
Programs focusing on the coverage of conferences, political conventions, opening/closing of
events (including awards dinners) and political debates, as well as programs of a non-
entertainment nature intended to raise funds.
Category 4 Religion
Programs dealing primarily with (i.e. more that 50%) religion and religious teachings, as well as
discussions of the human spiritual condition.
Category 5a) Formal Education & Pre-school
Programs presenting detailed information related to a wide variety of topics and used by the
viewer primarily to acquire knowledge. The programs can be related to established curricula. All
programs targeted at pre-schoolers (ages 2-5) except those that are primarily comprised of
drama.
Category 5b) Informal Education/Recreation & Leisure

13. Programs presenting information on recreation, hobby and skill development, recreational
sports and outdoor activities, travel and leisure, employment opportunities, and talk shows of
an informative ("how-to") nature.
Category 6 Sports
Programs of live or live-to-tape sports events and competitions including coverage of
professional and amateur tournaments. The category also includes programs reviewing and
analysing professional or amateur competitive sports events/teams (i.e. pre- and post-game
shows, magazine shows, scripted sports, call-in and talk shows, etc.). This category includes the
following sub-categories:
Category 6(a) Professional sports
Category 6(b) Amateur sports
Documentaries on sports-related topics fall under category 2. Programs on leisure and
recreational sports fall under category 5b).
Music and Entertainment
Category 7 Drama and Comedy
Entertainment productions of a fictional nature, including dramatisations of real events. They
must be comprised primarily of (i.e. more than 50%) dramatic performances. Category 7
includes the following subcategories:
a) On-going dramatic series
b) On-going comedy series (sitcoms);
c) Specials, mini-series, and made-for-TV feature films;
d) Theatrical feature films aired on television;
e) Animated television programs and films (excludes computer graphic productions without
story lines);
f) Programs of comedy sketches, improvisations, unscripted works, stand-up comedy; and
g) Other drama, including, but not limited to, readings, narratives, improvisations, tapes/films
of live theatre not developed specifically for television, experimental shorts, video clips,
continuous action animation (e.g. puppet shows).
Category 8a) Music and dance

14. Programs comprised primarily (i.e. more than 50%) of live or pre-recorded performances of
music and/or dance, including opera, operetta, ballet, and musicals. The performance portion
excludes videoclips, voice-overs or musical performances used as background.
Category 8b) Music video clips
Short filmor videotape productions or concert excerpts (clips) not produced primarily for the
particular program in which they are presented, which normally contain one musical selection
with visual material.
Category 8c) Music video programs
Programs consisting primarily (i.e. more than 50%) of music videos and in some cases including
a host and other programming elements.
Category 9 Variety
Programs containing primarily (i.e. more than 50%) performances of mixed character (e.g. not
exclusively music or comedy performances) consisting of a number of individual acts such as
singing, dancing, acrobatic exhibitions, comedy sketches, monologues, magic, etc.
Category 10 Game shows
Programs featuring games of skill and chance as well as quizzes.
Category 11(a) General entertainment and human interest
Programs primarily about the world of entertainment and its people. These programs include
celebrity profiles that may use promotional footage, talk or interview shows, award shows,
galas and tributes. They also include entertainment-oriented magazine shows; fund-raising
shows which include entertainers (i.e. telethons); human interest programs consisting of live or
live-to-tape footage without significant portions devoted to in-depth analysis or interpretation;
and coverage of community events such as carnivals, festivals, parades and fashion shows.
Programs consisting primarily (i.e. more than 50%) of performances fall under categories 7, 8 or
9.
Category 11(b) Reality television
Programs that present unscripted dramatic or humorous situations, document actual events
and typically feature ordinary people instead of professional actors. This type of programming
involves passively following individuals as they go about their daily personal and professional
activities.
Though unscripted, this programming may be directed and may resemble a soap opera – hence

15. the popular references to “docusoaps” and “docudramas.”
Though this type of programming may be factual, it lacks or has very minimal amounts of in-
depth critical analysis of a specific subject or point of view that is the key defining element of
category 2(b) Long-form documentary programming.
Other
Category 12 Interstitials
Programs with a running time of less than 5 minutes, exclusive of advertising and other
interstitial material, consisting of material that can be described under categories 2 to 11.
Category 13 Public service announcements
Messages of less than 5 minutes duration intended to educate the audience about issues of
public concern, encourage public support and awareness of a worthy cause, or promote the
work of a non-profit group or organization dedicated to enhancing the quality of life in local
communities or in society or the world at large. These include community billboards. These
messages are not intended to sell or promote goods or commercial services. No payment is
exchanged between broadcasters and producers for the broadcast of these messages.
When public service announcements are logged, the start and end times must be entered, the
program class must be "PSA" and two components of the key figure must be recorded: "Origin"
and "Category" (130). No other components should be entered.
Category 14 Infomercials, promotional and corporate videos
Programming exceeding 12 minutes in length that combines information and/or entertainment
with the sale or promotion of goods or services into a virtually indistinguishable whole. This
category includes videos and films of any length produced by individuals, groups and businesses
for public relations, recruitment, etc.
When this material is logged, the start and end times must be entered, the program class must
be "PGI", and the category 140. No other components of the key figure should be entered.
Category 15 Filler programming
Programming, in no case longer than 30 minutes in duration, the purpose of which is to fill in
the time between the presentation of the major programs broadcast by the licensed pay
services and those specialty services authorized to distribute filler programming, and includes
material that promotes the programs or services provided by the licensee.
Cable Television Network in Pakistan

16. In Pakistan, the cable television network was quietly introduced at a small scale in
Karachi in the early 80’s in the absence of any regulatory law. It started from the city’s
apartment buildings and worked without any large-scale equipment because of the close
proximity of the apartments. Main attraction for subscribers was Indian and English
movies and Ptv dramas which the operators would obtain on rent from nearby video
centres. Operation rooms were usually set up in the basements of the buildings, giving
connections to each apartment from there. Each household was paying a small monthly
fee to the operator for the service. (Zia, 2003)
In 1982, according to Director Pakistan Telecommunication Authority (PTA), the
availability of satellite channels in Pakistan brought about a major change in the cable
network operations. Cable operators who were relying on the video cassettes until now
felt the need for installing satellite-receiving dishes to provide a variety of programmes to
their subscribers through CNN, Star TV and various Indian channels. Thus the large scale
cable network emerged out of the already established cable system. Cable system started
to expand by a stringing of wires from one rooftop to another and so on. The system in
Karachi gradually flourished and many people entered in this business.
During early 1990’s satellite television became an irresistible phenomenon in
Pakistan, particularly in Punjab. But in 1998, all major channels were transferred to
decoders, which were a lot more expensive and the annual subscription was also beyond
the reach of a common man. A man once setup this satellite systemfor his own personal
use and then started providing this service to neighbouring areas against a small fee.
Thus, this gave way to the business of cable television networking which established and
flourished in a short period.
The government took notice of this illegal operation in the late 1998. The Nawaz

17. Sharif headed government came to conclusion that cable operation be made legal in
Pakistan. But before any action could be taken, the Nawaz Sharif government was
toppled and the armed forces took command of the nation’s destiny and started
considering legalization of the cable television. The army regime headed by General
Musharraf legalized cable television operations in January 2000.
The Pakistan Telecommunication Authority (PTA) started the procedure of
issuing licenses to the cable operators in January 2000. The following is the data for the
number of issued application forms and responses received till June 2000. PTA chairman
Mian Muhammad Javed explained that cable television had now emerged as one of the
most inexpensive means of entertainment in the country which government wanted to
make more popular among users and viewers by framing policies and proper rules and
regulations to ensure transmission of good programmes through their channels.
The legalization process of cable television networks started in November 1998
and completed in 2000. Therefore, in June 2000, cable television networks started
functioning legally which initiated a new era of electronic media in Pakistan. This raised
a number of new queries and gave an opportunity to people to discuss this new systemof
communication in Pakistan.