This document provides an introduction to communication, including its definition, aspects, importance, forms, and types. Some key points: - Communication is defined as the exchange of information between two or more people through various forms and channels. It allows for the sharing of facts, ideas, opinions, and emotions. - There are various aspects and forms of communication, including verbal (oral and written) and non-verbal communication. Effective communication relies on both verbal and non-verbal elements. - Communication is important for exchanging information, providing feedback, influencing others, and achieving organizational goals. It can be formal, following defined channels, or informal through casual discussions.

1. Introduction to Communication

4. “ Communication is an exchange of facts ,
ideas, opinions, or emotions by two or more
persons.”

5. “ Communication is the process of passing information
and understanding from one person to another. It is
the process of imparting ideas and making oneself
understood by others.”

6. Aspects of Communication
 Process of Transmission
 Elements of understanding

8. Importance of Communication

11. Nature of Communication
 A natural human activity
 A two-way traffic
 Continuous process
 Short lived process
 Leads to achievement of organizational objectives
 Needs proper understanding
 Inevitable
 Spiralling Process
 Process
 Four Specific skills, viz, reading, writing, speaking and
listening

12. Nature of Communication
 A natural human activity
 A two-way traffic
 Continuous process
 Short lived process
 Leads to achievement of organizational objectives
 Needs proper understanding
 Inevitable
 Spiralling Process
 Process
 Four Specific skills, viz, reading, writing, speaking and
listening

13.  Proactive-If you are proactive, you make things
happen, instead of waiting for them to happen to
you. So, if you are proactive, you are ready
before something happens.
 Symbolic – It means we rely on words and
nonverbal behaviors to communicate meaning
and feelings.

14. Scope of Communication
 Information sharing
 Feedback
 Control
 Influence
 Problem Solving
 Decision Making
 Facilitating Change
 Group Building
 Gatekeeping

15. Objectives of Communication
 Internal Objective
 Establish and inform about goals
 Optimally utilize resources
 To lead and to motivate
 Monitor performance
 Control the quality
 Organize
 Discourage spread of rumours
 To improve relations with workforce
 To elicit Suggestions

16. External Objectives
 Advertise products
 Inform consumers about changes in product or
service
 Build goodwill
 Other Objectives:
 Conveying right message
 Coordination of efforts
 Good industrial relations
 Development of Management Skills
 Effectiveness of policies

17. Communication Functions
 Information Function
 Command Function
 Motivation Function
 Integration Function

18. Goals of Business
Communication
 Receiver Understanding
 Receiver Response
 Favourable Relationship
 Organizational Goodwill

19. Business Communication
Every business firm, whether a sole proprietorship,
partership or company, undertakes business with
the objective to earn profits. Business is an
economic activity undertaken to procure man,
machine, material and money to produce goods
and services with the objective to sell them to the
customers to earn profits. During the course of
this process, a businessman consults a lot of
persons and have interaction with them.
The specific communication undertaken by the
business firm is known as business
communication. Business communication is
any communication used to promote a

20. In business communication, message is conveyed
through various channels of communication
including internet, print (publications), radio,
television, outdoor and word of mouth.
TYPES OF BUSINESS COMMUNICATION
There are two types of business communication in
an organization:
. Internal Communication
. External Communication

21. INTERNAL COMMUNICATION
Internal Communication- Communication within an
organization is called “Internal Communication”. It
includes all communication within an
organization. It may be informal, formal function,
or department providing communication in various
forms to employees.
Effective internal communication is a
vital mean of addressing organizational concerns.
Good communication may help to increase job
satisfaction, safety, productivity, and profits and
decrease grievances and turnover.

22. Under Internal Business Communication types,
there come:
A.UPWARD COMMUNICATION- Upward
communication is the flow of information from
subordinates to superiors, or from employees to
management. Without upward communication,
management works in a vaccum, not knowing if
the messages have been received properly, or if
other problems exist in the organization. Upward
communication is a mean for the staff to:
1. Exchange information
2. Offer Ideas
3. Express enthusiasm
4. Achieve job satisfaction
5. Provide feedback

23. B. DOWNWARD COMMUNICATION- Information
flowing from the top of the organizational
management hierarchy and telling people in the
organization what is important (mission) and what
is valued (policies). Downward communication
generally provides information- which allows a
subordinate to do something. For example,
instructions on how to complete a task. This type
of communication is needed in an organization to:
1 Transmit vital information
2. Give instructions
3. Encourage 2-way discussion

24. 5. Seek cooperation
6. Provide motivation
7. Boost morale
8. Increase efficiency
9. Obtain feedback
Both downward and upward communication are
collectively called “Vertical Communication”

25. C. HORIZONTAL/ LATERAL COMMUNICATION-
Horizontal communication normally involves
coordinating information, and allows people with
the same or similar rank in an organization to
cooperate or collaborate. Communication among
employees at the same level is crucial for the
accomplishment of the assigned work. Horizontal
communication is essential for:
1. Solving Problems
2. Accomplishing Tasks
3. Improving Teamwork
4. Building goodwill

26. business communication are as
under:
1. Information to Management- Business
communication makes relevant information,
facts etc available to the management. It is on
the basis of these information and facts that
management takes those decisions which are
helpful for its growth and progress.
2. Information to Employees- Business
communication makes relevant information
available to the employees. How a particular
task is to be performed, what is required to
accomplish it, how the employees will be
rewarded on completion of the task etc are
important information that can be obtained

27. 3. Improvement in Morale- By providing detailed
information regarding all tasks and individual
objectives to employees, business
communication helps improve their morale.
Morale of an employee improves, only when he is
made to feel an integral part of the organization.
Business communication performs this function
very efficiently.
In short, internal communication helps increase job-
satisfaction, safety, productivity and profits and at
the same time, it decreases absenteeism,
grievances and inefficiency.

28. EXTERNAL FUNCTIONS
Communication with people outside the company is
called “external communication”. Supervisors
communicate with sources outside the
organization, such as vendors and customers.
It leads to better:
1. Sales Volume
2. Public credibility
3. Operational efficiency
4. Company Profits

29. Good external communication improve overall
performance, public goodwill and corporate image
of an organization and in the long run, it helps to
achieve organizational goals and customer
satisfaction.
FUNCTIONS OF EXTERNAL COMMUNICATION
1. To make relations with the suppliers- Business
communication establishes relations with outside
suppliers. It is through business communication
that suppliers are informed about which raw
material is required and when, in what quantity
and of what quality is the same required.

30. 2. Sale of Goods and Services- A business
approaches the prospective customer equipped
with information regarding his product, its
importance, quality etc. all though business
communication.
3. Report to Owner-shareholder- Shareholders are
the owners of the business and so must be kept
informed about each and every information of the
business. This function is performed efficiently by
business communication.
4. Report to Government- Business communication
is also used to render necessary reports to the
government and to render various returns as per
requirement of existing law.
5. To create goodwill for the business- Every
business survives and progresses on its goodwill.

37. Basic Forms of Communication
These basic forms are also known ad methods,
channels or medium of communication.
Basic Forms of Communication
Verbal
Communication
Non-Verbal
Communication
Oral
Written

38. Verbal Communication
Verbal communication refers to be the form of
communication in which message is transmitted
verbally; communication is done by word of
mouth and a piece of writing. Objective of every
communication is to have people understand
what we are trying to convey. In verbal
communication remember the principle: KEEP IT
SHORT AND SIMPLE
One can have good verbal communication by
focusing on these verbal skills:
1. Speak Clearly- Speak loud enough for others to
hear, and enunciate your words. Focus on
sounding out each syllable so that the person you

39. 2. Choose your words carefully- The words you use
should be appropriate by anyone’s standards.
3. Use the appropriate tone- Your tone or sound of
your voice, says a lot about what you’re saying
and how you feel. Make sure the tone of your
voice matches the words and the sentiment you
are expressing.
4. Consider your audience- Sometimes you might
want to change your communication style or how
you communicate, depending on who you are
talking with. How you speak to your five-year-old
niece is not the same way you should speak to
your boss.
5. Respond appropriately- Responding
appropriately requires that you think before you
speak.

42. VERBAL COMMUNICATION
PARTS
Further verbal communication is divided into two
forms i.e oral and written communication.
ORAL COMMUNICATION- In oral communication,
spoken words are used. It includes face-to-face
conversations, speech, telephonic conversation,
video, radio, television, voice over internet. In oral
communication, communication is influence by
pitch, volume, speed and clarity of speaking.
Casual conversation among friends as well as
political debates fall into this category.

43. Advantages of Oral
Communication
1. Quickness in exchange of ideas- Ideas can be
conveyed to distant places quickly because this
medium does not require messages to be
written.
2. Quick Feedback- Oral communication helps in
understanding the extent to which the receiver
has understood the message through his
feelings during the course of conversation.
3. Flexibility- Oral communication has an element
of flexibility inherent in it. Flexibility means
changing ideas according to the situation. It
means changing of ideas according to the
interest of the receiver.
4. Economic Source- IT is an economic source of

44. 5. Personal Touch- Oral communication has a
personal touch. Both the sides can understand
each other’s feelings, being face to face.
6. Effective Source- Oral communication leaves
strong impression on the receiver.
7. Removal of misunderstanding- In this sort of
communication, doubts can be removed then and
there.
LIMITATIONS OR DISADVANTAGES OF ORAL
COMMUNICATION
1. Unfit for lengthy message- Oral communication
is profitable in having a brief exchange of ideas
only. It is not possible for the receiver to
remember long messages.
2. Unfit for policy matters- Where policies, rules or

45.  3. Lack of written proof- In case of oral
communication, no written proof is left for future
reference.
 4. Lack of clarity- Lack of clarity takes place when
there is little time for conversation. Something
wrong can be uttered in a hurry which can lead to
negative results.
FORMS OF ORAL COMMUNICATION
There can be many forms of oral communication
depending upon the situations.
1. Face-to-face conversation
2. Lectures
3. Meetings and Conferences
4. Interviews
5. Telephonic Talks

47. WRITTEN COMMUNICATION- In written
communication, written signs or symbols are used
to communicate. A written message may be
printed or hand written. In written communication
message can be transmitted via email, letter,
report, memo etc. Message in written
communication is influenced by the vocabulary
and grammar used, writing style, precision and
clarity of the language used. Written
communication is most common form of
communication being used in business. So, it
is considered core among business skills.
Memos, reports, bulletins, job descriptions,
employee manuals and electronic mail are the
types of written communication used for internal
communication. For communicating with external

49. Advantages of Written
communication
 1. Messages can be edited and revised many
time before it is actually sent.
 2. Written communication provide record for every
message sent and can be saved for later study.
 3. A written message enables receiver to fully
understand it and send appropriate feedback.
Disadvantages of written communication:
1. Unlike oral communication, written
communication does not bring instant feedback.
2. It takes more time in composing a written
message as compared to word-of-mouth.

51. NON-VERBAL
COMMUNICATION
“The most important part of communication is
hearing what isn’t said.”- Peter Drucker
Although verbal communication is important,
spoken words make up only a small part of
communication. The majority of communication is
nonverbal. Nonverbal communication is the
sending or receiving of wordless messages. We
can say that communication other than oral and
written, such as gesture, body language, posture,
tone of voice or facial expressions is called
nonverbal communication. Nonverbal
communication is all about the body language of

52. Nonverbal communication helps receiver in
interpreting the message received. Often,
nonverbal signals reflects the situation more
accurately than verbal messages.
FUNCTIONS OF NON-VERBAL
COMMUNICATION
Acc to Thill and Bovee- Nonverbal communication
has six specific functions:
. To provide information, either consciously or
unconsciously.
. To regulate the flow of conversation.
. To express emotion.
. To qualify, complement or expand verbal
messages.

55. FORMAL AND INFORMAL
FORM OF COMMUNICATION
Someone said correctly “The very attempt of, not to
speak, speaks a lot.”Communication plays a
crucial role in our life, as people interchange their
ideas, information, feelings, opinions by
communicating. Formal communication is one
that passes through predefined channels of
communication throughout the organization. On
the contrary, Informal communication refers to
the form of communication which flows in every
direction, i.e. it moves freely in the organization.
In an organization, there are two channels of
communication – formal communication and
informal communication.

57. Definition of Formal Communication
 The communication in which the flow of
information is already defined is termed as
Formal Communication. The communication
follows a hierarchical chain of command which is
established by the organisation itself. In general,
this type of communication is used exclusively in
the workplace, and the employees are bound to
follow it while performing their duties.

59.  Example: Requests, commands, orders, reports
etc.
 The formal communication is of four types:
 Upward or Bottom-up: The communication in
which the flow of information goes from
subordinate to superior authority.
 Downward or Top-down: The communication in
which the flow of information goes from superior
to subordinate.
 Horizontal or Lateral: The communication
between two employees of different departments
working at the same level.
 Crosswise or Diagonal: The communication
between the employees of two different
departments working at different levels.

60. Definition of Informal Communication
 The communication which does not follow any
pre-defined channel for the transmission of
information is known as informal
communication. This type of communication
moves freely in all directions, and thus, it is very
quick and rapid. In any organization, this type
of communication is very natural as people
interact with each other about their professional
life, personal life, and other matter.
 Example: Sharing of feelings, casual discussion,
gossips, etc.

61.  The informal communication is of four types:
 Single Strand Chain: The communication in
which one person tell something to another, who
again says something to some other person and
the process goes on.

62. SINGLE STRAND CHAIN

63.  Cluster Chain: The communication in which one
person tells something to some of its most trusted
people, and then they tells them to their
trustworthy friends and the communication
continues.

64. CLUSTER CHAIN

65. Probability Chain: The communication happens
when a person randomly chooses some persons
to pass on the information which is of little interest
but not important.

66. PROBABILITY CHAIN

67. Gossip Chain: The communication starts when a
person tells something to a group of people, and
then they pass on the information to some
more people and in this way the information is
passed on to everyone.

68. GOSSIP CHAIN

69. Key Differences Between Formal
and Informal Communication
 The following points are substantial, so far as the
difference between formal and informal
communication is concerned.
 Formal communication is also known by the
name of official communication. Informal
Communication is also known by the name of
grapevine.
 In formal communication, the information must
follow a chain of command. Conversely, the
informal communication can move freely in any
direction.
 In formal communication, full secrecy is
maintained, but in the case of informal

70.  Formal communication is written, whereas
Informal communication is oral.
 Formal communication is time-consuming as
opposed to Informal communication, which is
rapid and quick.
 Formal communication is more reliable than
Informal communication.
 Formal communication is designed by the
organization. Informal communication starts itself
due to the urge of ‘human to talk’.
 In formal communication, the documentary
evidence is always available. On the other hand,
in the case of informal communication, the
supporting documents are not available.

71. Elements/Components of
Communication Process
 Idea
 Sender
 Message
 Encoding
 Medium and Chaneel
 Receiver
 Decoder
 Feedback

72. • IDEA
Every message whether oral or written begins
with an idea. Every idea refers to some
context. Context is a broad field that includes
external and internal events.
Internal aspect of context is that every business
organization has its own convention for
processing and communicating information.
External aspect is the external action that
prompts you to communicate your idea. The
source may be letter, memo, fax, telephone
call etc.

73. • SENDER
 Sender is the person who sends message.
The process of communication begins when an
idea occurs in his mind. The sender wants to
send that idea to another person or organization
to achieve some objective.

74. • MESSAGE
 The idea, emotion or opinion transmitted by the
sender is called message. Message is an idea
transformed into words. The message can be
expressed in different ways depending on the
subject, purpose, audience, personal style and
cultural background of the sender.

75. Encoding
 The transmission of message in words or in any
other way is called encoding. The idea is
transmitted by the sender to the receiver in the
form of words, symbols, pictures, day to day
language etc.

76. • MEDIUM and CHANNEL
 Medium is the channel through which encoder
will communicate his message. Your medium
to send a message, may be print, electronic, or
sound. Medium may be a person as postman.
The choice of medium totally depends on the
nature of you message. Choice of medium is also
influence by the relationship between the sender
and receiver.
 The oral medium, to convey your message, is
effective when your message is urgent, personal
or when immediate feedback is desired. While,
when your message is long, technical and needs
to be documented, then written medium should

77. • RECEIVER
 The person to whom the message is being sent is
called ‘receiver’. Receiver may be a listener or a
reader depending on the choice of medium by
sender to transmit the message. Receiver is
also influenced by the context, internal and
external stimuli.
 Receiver is the person who interprets the
message, so higher the chances are of mis-
communication because of receivers perception,
opinion, attitude and personality.

78. DECODING
 Decoding is a mental process by which the
receiver draws meanings, from the words,
symbols or pictures of the message. Receiver
does decoding or understands it. That is the
reason he is called decoder also.

79. • FEEDBACK
 Response or reaction of the receiver, to a message,
is called ‘feedback’. Feedback may be written or
oral message, an action or simply, silence may also
be a feedback to a message.
 Feedback is the most important component of
communication in business. Communication is
said to be effective only when it receives some
feedback. Feedback, actually, completes the loop of

80. Process of Communication
Sender has an idea
Sender encodes idea
in message
Sender Transmits
the idea/message
Channel
Or
Message
Receiver sends
Feedback
Receiver Decodes the
message
Receiver gets the
message

81. Models of Communication

82. Linear Model
 Comprises of Following models:
 Sender-receiver model
 Shannon-Weaver Model
 Lasswell Model of Communication

83. Aristotle Theory of One Way
Communication
 One way process
 Flow of information from sender to
Receiver.
 Receiver passively receives the message
 No distortion or change

84. Harold Lasswell’s Model of
Communication

85. Advantages :
 Easy to understand
 Suitable for all types
of communication
 Concept of effect is
useful to understand
the reaction of
receiver.
Disadvantages:
 Noise is not
mentioned
 One-sided model of
communication

86. Shannon Weaver Linear Model:
 Claude Shannon and Warren Weaver, 1949
 According to them, noise and filters distort the message
 They propounded the concept of feedback, but could not integrate it.
 Elements of the model:
 Information source
 Message
 Transmitter
 Signal and channel
 Noise
 Receiver
 Destination

88. Criticism:
 One sided
 No place for feedback
 Does not deal with meaning,content and
substance.

90. Non Linear Model
 SMCR Model
 Thill and Bovee Model
 Intearctive Model
 Transactional Model
 Schramm’s Model
 Lesikar & Flatley Model

91. SMCR Model
 In 1960, David Berlo expanded Shannon and
Weaver’s linear model of communication and
created the Sender-Message-Channel-Receiver
(SMCR) Model of communication.
 He described factors affecting the individual
components in the communication makes the
communication more effective. The model also
focuses on encoding and decoding which
happens before sender sends the message and
before receiver receives the message
respectively.
 Berlo’s Model has mainly four components to
describe the communication process. They are

93. Components of Berlo’s Model of
Communication
S-SENDER
Sender is the source of the message or the person
who originates the message. The person or
source sends the message to the receiver. The
following are the factors related to sender and is
also the same in the case of reciver.
. Communication Skills- Communication skills of a
person is a factor that affects the communication
process. If the sender has good communication
skills, the message will be communicated better
than if the sender’s communication skills are not
good. Similarly, if the receiver can not grasp the
message, then the communication will not be

94.  Attitude- The attitude of the sender and the
receiver creates the effect on the message. The
person’s attitude towards self, the receiver and
the environment changes the meaning and effect
of the message.
 Knowledge- Familiarity with the subject of the
message makes the communicated message
have its effect more. Knowledge of the subject
matter makes the communicator send the
message effectively.
 Social Systems- Values, beliefs, laws, rules,
religion and many other social factors affect the
sender’s way of communicating the message. It

95.  Culture- Cultural differences make messages
different. A person from one culture might find
something offensive which is very much accepted
in another culture.
. M-MESSAGE
A message is the substance that is being sent by
the sender to the receiver. It might be in the form
of voice, audio, text, video or other media. The
key factors affecting the message are:
. Content- Content is the thing that is in the
message. The whole message from beginning to
end is the content.

96.  Treatment- Treatment is the way in which the
message is conveyed to the receiver. Treatment
also effects the feedback of the receiver.
 Structure- The structure of the message or the
way it has been structured or arranged, affects
the effectiveness of the message.
 Code- Code is the form in which the message is
sent. It might be in the form of language, text,
video etc.
. C-CHANNEL- Channel is the medium used to
send the message. In mass communication and
other froms of communication, technical
machines might be used as a channel like
telephone, internet etc. But in general
communication, the five senses of a human being
is the channel for the communication flow and it

97.  Hearing-We receive the message through
hearing.
 Seeing- We perceive through seeing. We also get
non-verbal messages by seeing.
 Touching- Many of the non-verbal communication
happens from touching like holding hands.
 Smelling- We collect information from smelling.
 Tasting- Taste also provides the information to be
sent as a message.

98.  Receiver- Receiver is the person who gets the
message sent in the process. This model believes
that the thinking pattern and all other factors
mentioned above must be in sync to that of the
sender for the communication to be effective. The
message might not have the same effect as
intended if the receiver and sender are not
similar. The receiver must also have a very good
listening skill. Other factors are similar to that of
the sender.
 Communication Skills
 Attitudes
 Knowledge
 Social Systems
 Culture

99. Criticism of berlo’s smcr model of communication:
•No feedback / don’t know about the effect- There is no
concept of feedback, so the effect is not considered.
• Barriers to communication- There is no concept of any
kind of barriers to communication process.
•No room for noise- There is no concept for noise
•Complex model
•Same level- It needs people to be on same level for
communication to occur but not true in real life
•Main drawback of the model is that the model omits the
usage of sixth sense as a channel which is actually a gift to
the human beings (thinking, understanding, analyzing etc).

100. Transactional Model
 “ Transactional” means that communication is an
ongoing and continuously changing process. You
are changing, the people with whom you are
communicating are changing, and your
environment is also continuously changing as
well.
 Transactional model of communication is the
exchange of messages between sender and
receiver where each take turns to send or receive
messages. Here, both sender and receiver are
known as communicators and their role reverses
each time in the communication process as both
processes of sending and receiving occurs at the
same time.

101.  Emphasizes reciprocal and bidirectional
communication. Both the parties are dependent
on each other. Reciprocal Interaction refers to an
exchange in which individuals or objects exhibit
similar behavior, either at the same time or in a
back-and-forth manner. A good hug is a reciprocal
interaction. Bidirectional is a communication
mode that is capable of transmitting data in both
directions (send and receive), but not at the same
time. Ex e-mail, face-to-face, telephone
communication
 Verbal and non verbal behaviors are necessary
parts of transactional process.
 Characterized by common field of experience
between both communicators.
 Field of experience refers to a person’s culture,

102. Transactional Model

103. The transactional model is the most general model
of communication. Everyday talk and interactions
are also a form of transactional model
communication. It is more efficient for
communicators with similar environment and
individual aspects. For instance, communication
between people who know each other is more
efficient as they share same social system.

104. Features of Transactional Model:
 Continuous process
 Shared responsibility
 Message have both content and relationship
dimensions
 Interdependent
 Personal

105. Factors affecting Transactional
Model and Criticisms of
Transactional Model
Refer to website
https://www.businesstopia.net/communication/trans
actional-model-communication

106. Schramm’s Model of
Communication
Schramm’s Model of Communication was
postulated by WILBUR SCHRAMM in 1954,
where he suggested that communication is a two
way process where both sender and receiver take
turns to send and receive a message.
. This model was adapted from the theories of
another theorist OSGOOD, so is also known as
OSGOOD AND SCHRAMM model of
communication or ENCODE-DECODE Model of
Communication.
. The Osgood-Schramm model of communication is
a circular, rather than linear, way of messaging.

107. Schramm’s Model of
Communication:
 The Osgood-Schramm model is built on the
theory that communication is a two-way street,
with a sender and a receiver. Osgood popularized
the notion that communication was circular rather
than linear, meaning that it required two
participants taking turns sending and receiving a
message.
 Later, Wilbur Schramm, who talked about the
model in his book, The Process and Effects of
Communication, adapted the model and added
the notion of field of experience, or commonality,
to the mix. Field of Experience incorporates
what is mutually understood between the sender

109. Different Components of
Schramm’s Model
 Sender (transmitter)- Sender is the person who
sends the message.
 Encoder- Encoder is the person who converts the
message to be sent into codes.
 Decoder- Decoder is the person who gets the
encoded message which has been sent by the
encoder and converts it into the language
understandable by the person
 Interpreter- Interpreter is the person who tries to
understand and analyze the message. Message
is received after interpretation. Interpreter and
receiver is the same person.

110.  Receiver- Receiver is the person who gets the
message. He/she decodes and interprets the
actual message.
 Message- Message is the data sent by the
sender and information that the receiver gets.
 Feedback- Feedback is the process of
responding to the received message by the
receiver.
 Medium- Medium or media is the channel used to
send the message.
 Noise- Noise is the interference and interruptions
caused during the process. It is also created
when the intended meaning of the message sent
by the sender and the meaning interpreted by the
receiver is different which is known as Semantic

111. How Schramm’s Model Works
Refer Blackboard
In the Osgood-Schramm model, messages travel
back and forth between the sender and the
receiver. In this way, the sender can deliver one
message and then become the receiver, getting a
message.

112. ADVANTAGES
 Circular communication gives opportunity to both
parties to give their opinion.
 As it is dynamic and ever changing model, it is
helpful in general practice.
 Sender and receiver interchanges and both are
equally active.
 Semantic noise included as a concept helps in
understanding problems that can occur during
interpretation of message.
 Feedback makes it easier to know if the message
is interpreted by the receiver as intended or not.
 Concept of interpretation makes the
communication effective.
 Field of Experience (psychological effect) helps to

113. DISADVANTAGES
. This model can not deal with multiple levels of
communication and complex communication
processes.
. There can only be two sources communicating,
many sources complicates the process and the
model can not be implemented.
. Message sent and received might be interpreted
differently than intended.

114. Murphy’s Model of
Communication
 This communication process model is
propounded by three persons namely: H.A .
Murphy, H.W. Hildbrant and J.P. Thomas
 Six Components: Context, sender-encoder,
message, medium, receiver- decoder, feedback

117. Components of Murphy’s Model
 Context- Context is a broad field that includes
country, culture, organization, internal and
external cause of action and every message
whether oral or written begins with context.
 Sender-Encoder- The sender-encoder uses
symbols, words etc to express the message and
create desired response.
 Message- The message is the core idea, the
sender wishes to communicate. It consists of both
verbal and non-verbal symbols.
 Medium- It is the channel through which a
message is communicated. It can be print
medium, mail medium etc.

118.  Receiver-decoder- The receiver or listener is the
person who receives the message and decodes
it.
 Feedback- Feedback can be oral or written
Sender needs feedback in order to determine the
success or failure of the communication.

119. Thill & Bovee Model
 Developed by Thill and Bovee
 Communication is more than a single act.
 Five Phases: Idea, idea becomes message,
message is transmitted, receiver gets the
message and receiver sends feedback.

121. Lesikar, Petitt and Flatley Model
of Communication:
 R.V.Lesikar, J.D. Petitt and M.E. Flatley
 Real world, full of symbols and stimuli (a thing
that arouses activity or energy in someone or
something)
 Communication is the result of those symbols and
senses
 Assuming that there are two people Kevin and
Marci communicating with each other.
 Five situations:
a. The beginning
b. Detection by senses
c. Filtering Process

122. • Real
World
Marci’s
Sensory World
• Marci’s
Filtration
Process
Kavin’s
Sensory World
• Kavin’s
Filtration
Process
Feedback

123. Theories of Communication
Message
Theories
Verbal
Non-
Verbal
Interpersonal
Communication
Theory
Group & Public
Communication
Theories

124. Organisational
Communication Theory
Mass Communication
Theory
Cultural Context Theories

125. Message Theories
A. Verbal Message Theories:
 Co-ordinated Management of Meaning
 Symbolic Interaction Theory
B. Non Verbal Message Theories:
 Expectancy Violation Theory

126. Interpersonal Communication
Theory
 Social Penetration Theory
 Uncertainty Reduction Theory
 Cognitive Dissonance Theory

127. Group & Public Communication
Theory
 Group Think
 Cultural approach to organizations
 Rhetoric
 Dramatism

128. Organizational Communication
Theory
 Organization Information Theory

129. Mass Communication Theory
 Cultivation Analysis Theory
 Cultural Studies
 Spiral of Silence Theory

130. Cultural Context Theories
 Face-negotiation Theory
 Muted Group Theory

131. Thank You