Its 3rd Dec 2013 presentation at the Refresher Course for teachers of Arts at University of Mumbai.

1. Communication &
Communication Studies:
What is it?
Mira K Desai
Associate Professor
University Department of Extension Education
S.N.D.T. Women’s University
Juhu Campus, Mumbai

2. Agenda for Today
Communication as a process and product
Communication for Media Communication
Your individual SELF in communication
Communication as a communicator
Communication as a receiver
Communication as a discipline

3. N
IIN
SS
SS
E
RE
PRG
XP G
EX
E
LOOKING
LOOKING
L N
E L IIN
FE E
FE
G
G
THINKIN
G
UNDERSTANDING
UNDERSTANDING
Words have Meanings.
Meanings create world.

4. What is Communication?
ions,
Opin as…
,
acts s, Ide
F
otion
Em
Ideology
Int
era
Exc ctio
h an n
ge
Technology
Reality
Pro
duc
t
Process

5. What is Media?
Representation
Representation
Capital
Capital
and
and
Institutions
Institutions
Ideology
cal
riical
sto
iistor xt
H
H
te xt
on te
C on
C
Technology
Reality
Pro
duc
t
Process

6. Elements/Process of Communication
SENDER
MESSAGE
CHANNEL
RECEIVER
FEEDBACK
= Noise
Co
xt
nte

7. Types of Communication
Vocal
Non-vocal
Direct
Written Mediated
Oral
One-way
Two-way
ar t i c i pat or y
P
Person
al-Infor
m al
PublicForma
l
Intra-personal (self)
Inter-personal (other)
Group (others)
Mass (many groups)
n-line
O
f-line
Of
Upward
Downward
Horizontal
Vertical
Audio-visual
Audio
Visual

8. Scope of Communication
MASS
GROUP
INTERPERSONAL

9. Communication…?!
SOCIETY- Mass
MASS- Many Groups
Institutional/Organisational
GROUP- With a group of people
INTRA GROUP- Within a group
INTERPERSONAL- Between two people
INTRAPERSONAL- Self as communicator

10. Functions of Communication
Information
Instruction
Entertainment
Persuasion
Debate and discussion
Cultural promotion
Integration

11. Types of Media
nal-Private
Perso
Public
Group
Mass
Oral
Written
udio Visual
A
Convergent
-line
On
f-line
Of
Indoor
Outdoor
Folk- Proverbs, Songs, Theatre, Dances
Print- Newspapers, Magazines, Small print
Electronic- TV, Radio
New- Internet, Mobile

12. COMMONs for Mass
Media
Address different senses
Approach ‘MASS’
Provide Information and/or Education
Entertain people
Technology/Infrastructure
Institutions
Difficulty of ‘modification’
Economics of ‘buying’ and ‘selling’

13. Communication
Transmission View
 Communication links the
ways messages are
transmitted and received
via technology with the
composition of these
messages (or more
broadly, as
communicative
relationships), and with
the analysis of the effects
of these communicative
acts.
Ritual view
 Communication is a central
daily ritual that helps form
and sustain communities.

14. Approaches to
Communication
TRANSMISSION
‘imparting,’ ‘sending,’
‘transmitting,’ or
‘getting information to
others”
‘not toward the
extension of
messages in space’
‘not the act of
imparting information’
RITUAL
’sharing’,
‘participation’,
‘association’,
‘fellowship’, and ‘the
possession of a
common faith’
‘toward the
maintenance of
society in time’
‘the representation of
shared beliefs’

16. Ritual View of Communication
MEANING
SENDE
R
RECEIVE
R

17. John Dewey (1859 – 1952)
There is more than a verbal tie between the words
common, community, and communication. Men live
in a community in virtue of the things which they
have in common; and communication is the way in
which they come to possess things in common.
What they must have in common . . . are aims,
beliefs, aspirations, knowledge, a common
understanding– likemindedness as sociologists say.
Such things cannot be passed physically from one
to another like bricks; they cannot be shared as
persons would share a pie by dividing it into
physical pieces .... Consensus demands
communication. (Dewey, 1916: 5-6).

18. Marshall McLuhan (19111980)
Global Village
Media as technological extension of
human body.
When you are on the phone or on the air,
you have no body.
People don’t actually read newspapers.
They step into them every morning like a
hot bath.
News, far more than art, is artifact.
All advertising advertises advertising.

19. James Carey (1934-2006)
Communication as Culture
“Communication is a symbolic process
whereby REALITY is produced, maintained,
repaired and transformed”.
“social life is more than power and trade ...
it also includes the sharing of this that
experience, the religious ideas, personal
values and the sentiments, and intellectual
notions -- a ritual border”
Source: James Carey. A Cultural Approach To
Communication. Routledge, York, N.Y., 1989.

20. Effects of Telegraph…. Carey Ch8
Facilitated growth of monopoly capitalism and
imperialism (electric goods industry, centralized
control across space)
Inspired popular imagery combining peace and
harmony with power and profit.
Marked watershed in communication (separated
communication from transportation, basis for
transmission model)
Influenced journalism (objectivity) and language
(telegraphic style)
Changed the meaning of time (standard time zones,
time as frontier) and space (national commodities
markets, geographically dispersed markets)

21. Effects of Communication
Technologies….. Carey
(Contd.)
MYTHS
(future reality)
Democracy,
Freedom
Peace,
Brotherhood
Enlightenment
REALITY
Centralization of
Power
Impersonalization
Standardization

22. Transmission vesus
Ritual






TRANSMISSION
Transportation
Sender & Receiver
Sent & Received
Receiver ‘gets it’
Accuracy of
transmission
Influence across space
o
o
o
o
o
o
RITUAL
Ceremony
Participants
Created and Recreated
Shared experience
Sense of community
Community across time
Metaphor- Role of participants- Role of meaningSuccess criterion- Basic function

23. INTERPERSONAL
COMMUNICATION

24. SELF & OTHER
in Interpersonal
Communication

25. Non-vocal Communication
SIGNALS: attract attention & transfer, Device to
formulate extrinsic meaning
SIGNS: meaning of intrinsic nature, Has FormSetting-Colour-Location contexts
SYMBOLS: abstraction made rooted in
society/culture
ICONS: Group/cluster of interactive symbols
GESTURES/Kinesics/Body language
PROXEMICS: ways of communication across
cultures about use of time and space as well as
body positions and other factors

26. Non-verbal communication in
Interpersonal Communication
Gesture
Posture
Facial expression
Proximity
Appearance
Orientation
Aroma/smell
Head/hand movements
Body contact/touch
Eye movement/contact
VOICE related elements:
Pitch
Pace
Rate
Quality
Laughter/yelling etc.
Silence

27. Construction of Self
Enculturation and indoctrination
(Background and bring up)
Institutional influences: Family,
Schools, Media, Caste-CommunitySociety, Religion….
Self awareness and efforts
Support of Others

28. Dimensions/Positions of
Self
Caste
Class
Religion
Gender
Education
Geography

29. Self Esteem
Scholastic competence
Athletic competence
Social acceptance
Behavioural conduct
Physical appearance

30. Making of ‘Self’
Self-confidence
Maturity
Expectation
Emotions
Ambition
Analytical abilities
Personality
Potentialities/Strengths
Likes/Dislikes
Weaknesses
Attitudes
Beliefs

31. Personality types
Sensing: Sense the surroundings
Thinking: Analyses the situation
Intuitive: Depend on the gut feeling
Feeling: Feel and fun for everything

32. Effective Self Communication

33. Looking-Seeing-Watching
We most often LOOK
Occasionally we SEE
There are times that we WATCH
Rarely that we REGISTER
It is only at times that we UNDERSTAND
Its only after EXPERIENCE that it makes
SENSE to us.

35. Process of ‘Listening’
Hearing
Focusing on the message
Comprehending-UnderstandingInterpreting
Analysing and Evaluating
Responding and NOT Reacting
Remembering……..remembering……
..remembering

36. Effective Feedback
Focus on specific behaviours
Keep it impersonal
Keep it goal oriented
Make it well timed
Ensure understanding
Give it direct towards behaviour that is
controllable by the recipient

37. Human Intelligences*
Linguistic : words, language
Logical/mathematical: relation of
objects
Spatial: mind’s eye
Musical: comprehension/production of
sound
Bodily/kinesthetic: using body
Inter-personal: knowing ‘others’
Intra-personal: knowing ‘self’
* Gardner H (1993) Multiple Intelligences: The theory in practice, Basic Books, New York.

38. DISCIPLINE OF
COMMUNICATION

39. Communication:
Discipline…?!
Communication Science/Studies
Journalism
Mass Communication/Media Studies
Culture & Communication
Media & Entertainment- Film, Music, New
media, Outdoor, Gaming, Advertising
“Journalism & Mass
Communication”

40. Communication Science
“a science which seeks to understand the
production, processing, and effects of
symbol and signal systems by developing
testable theories, containing lawful
generalisations, that explain phenomenon
associated with production, processing and
effects”
Berger C R & S H Chaffee (1987: 17) The study of communication as
science in Berger C R & S H Chaffee (ed.) Handbook of Communication
Science, p-15-19, Sage, Beverly Hills.

41. Media Analysis of History
The Tribal Age- Oral culture, Multisensory
involvement, Holistic-intuitive thinking
The Age of Literacy- Writing, The line
becomes organising principle, Logic emerges
The Print Age- “Guttenberg Galaxy” The eye
becomes the dominant sense, Linear thinkingIndividualism
The Electronic Thinking- “Global Village”,
TV dominant medium, multisensory
involvement, Retribalization, Decline of logic
and linearity

42. Media & Entertainment
Industry…??!!
Advertising {OOH, Direct marketing, PR…}
Broadcast, Cable, DTH, IPTV
Filmed Entertainment
Print- Newspapers, Magazines
Publishing- Books
Radio
Upcoming convergent platforms- Mobile
and telecom, Gaming, Internet & Social
networking….

43. Media Sector
Avenues
Advertising
Acting
Journalism
Public relations
Graphics-Gaming
Mass Media:
Print: Newspapers & Magazines
Radio
TV
Films
Beauty & Make Up
Art & Design
Computer Animation
Fitness
Food
Transport
Other Media:
Publishing: Books
Mobile & Telecom
Internet
Outdoors & Events

44. Media in India means…
Public Service Broadcasting by
Doordarshan and All India Radio
700+ Television channels & 300 FM radio
and 100+ community radio stations
RNI registered no of newspapers, as on
31st March, 2008: 69,323
1132 features produced in 2007 (total of
US+China+Japan in 2008) 1250
productions (2010) in 13000 Cinema halls
Emerging markets of mobiles & Internet

45. Mass Communication: Map
MEDIA INSTITUTIONS
MEDIA
CONTENT/
TEXT
AUDIENCES/
EFFECTS
CULTURE
POPULAR or
MASS
STRUCTURES
• POLITICAL
• ECONOMIC
• SOCIAL
•TECHNOLOGICAL
ORGANISATIONS
• MARKET
• FAMILY
• MEDIA
• STATE/GOVERNMENT
TRADITIONS
* STRUCTURAL: Sociology, History, Politics, Law, Economics
* BEHAVIOURAL: Psychology, Social psychological,
* CULTURAL: Humanities, Anthropology, Linguistics
LOCATION: Local-Global, Micro-Macro, Intra-Inter-Group-within groups-Mass

46. THANKS for TIME & PATIENCE…
drmiradesai@gmail.com
sndtmedia@hotmail.com