There are three basic theories of communication: electronic theory, social environment theory, and rhetorical theory. The electronic theory emphasizes technical problems of transmitting a message and views communication as a linear process. The social environment theory considers the social situation and rules within an environment. The rhetorical theory views communication as a circular process where the audience provides a response to the message.

1. Friday, October 9, 2009

2. Presented by:- Manish Sharma ABM-08126 Friday, October 9, 2009

3. There are three basic theories of communication:- Electronic theory. Social environment theory. Rhetorical theory. Friday, October 9, 2009

4. Also called as mathematical theory of communication. Simplified illustration:- Message communicator Audience Friday, October 9, 2009

5. Friday, October 9, 2009

6. It emphasizes on technical problems of transmitting a message. It uses the language of electronics. Merits:- Introduces the ideas of senders & receivers and of possible interference. It emphasizes on accuracy. Friday, October 9, 2009

7. It is dependent on machines. It is preoccupied with accuracy and hence ignores other important dimensions like situation. Friday, October 9, 2009

8. When we communicate, we all participate in a social situation. We play certain roles according to our part in the activity. So, we must consider the social situation in which we work. Friday, October 9, 2009

9. We each have a certain status prescribed officially (job title). In order to communicate we have to understand the rules or the culture of the environment. We need to understand the official rules (whom, how, when & how long) of the organization. Friday, October 9, 2009

10. Message Communicator Audience Within a certain environment Friday, October 9, 2009

11. Merit:- It includes the social environment. Demerit:- It doesn’t take into account the response of audience. Friday, October 9, 2009

12. It says that communication process is not linear but circular. Communication is not just sending a message to be received , but producing a response. Usually in business , people focuses on accuracy & appropriateness and they forget the third crucial variable: producing the desired response. Friday, October 9, 2009

13. Message Communicator Audience Response Environment Communicator Message Audience Response Friday, October 9, 2009

14. It incorporates the ideas of accuracy and situation but looks significantly different. This model is circular not linear. In business communication, generating a desired response is very important. Friday, October 9, 2009

15. Business communication: Strategy & Skill by Mary Munter , Prentice-Hall Publication. Friday, October 9, 2009

16. Friday, October 9, 2009