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COMMUNICATION PRINCIPLES www.eiilmuniversity.ac.in Subject: COMMUNICATION PRINCIPLES Credits: 4 SYLLABUS Features of Indian English, Correction of sentences Structures – Tenses – ambiguity – Idiomatic distortions. Informal conversation Vs Formal expression Verbal and non – Verbal communication, barriers to effective communication – kinesics, Types of Communication – Oral, aural, Writing and reading – Word Power – Vocabulary – Jargon – rate of speech, pitch, tone – Clarity of voice. Management presentations Ttypes of presentation – video conferencing – participation in meetings – chairing sessions. Formal and informal interviews- ambience and polemics – interviewing in different settings and for different purposes e.g. eliciting and giving information, recruiting, performance appraisal. Written communication Differences between spoken and written communication – features of effective writing such as clarity brevity, appropriate tone clarity, balance etc. – GMAT , TOEFL models Letter writing Business letters – pro-forma culture – format – style – effectiveness, promptness – Analysis of sample letters collected from industry – email, fax, Business and Technical report writing: types of reports – progress reports, routine reports – Annual reports – format – Analysis of sample reports from industry – Synopsis and thesis writing. Suggested Readings: 1. Meenakshi Raman, Technical Communication: Principles And Practice, Oxford University Press 2. Dalton Kehoe, Effective Communication Skills, The Teaching Company 3. Kitty O. Locker, Business Communication: Building Critical Skills, McGraw-Hill Companies COMMUNICA TION PRINCIPLES Communication Principles COURSE OVERVIEW Communication is a fact in the world of human beings, animals letterpads, intaglio, lithography, stereotyping, photocomposition and plants, and is an ever- continuing process going on all the system) Electronic Media-Radio, Television (growth and develop- time. It is a process of mutual participation in a common struc- ment), Satellite Communication, Cable television, VCR, ture of rhythmic patterns by all members of a culture. This unit Tele-communication services, Computers—internet, web design- provides a concise and in-depth understanding at the elements ing etc. that comprise all forms of human communication. The Module will lay emphasis on the power of media to influence The module enables the student to have a sound understanding the mass audiences. The student will acquire an in depth under- of basic elements of various communication processes (source, standing of the media projections about the various sections of encode, message, symbol, receiver, decoding, feedback {positive the society and their counter effects, for example-portrayal of and negative}, barriers), linear communication and Interactive women by the various medias and its impact on society. Also, the communication, factors creating distortion. contribution of new technologies in reaching the large number of The student gains an insight on listening behavior that forms an audiences with greater impact. The student will also acquire knowl- indispensable part of the communication process. Through class edge of the basic concepts of the developmental role of the mass discussions, he/she will identify with what are the kind of barri- medias. ers and misconceptions that impair listening. By the end of the programme the student will outline and discuss The student will also learn the theoretical aspects of different the social and psychological effects on the audiences that recent types of communication (interpersonal, intrapersonal, group, technological developments have had on various sections of the public, organizational and mass communication) society. Interactive and participative dialogue will serve as an eye opener Salient Features for the student to be able to appreciate the significance of leader- You would be going through various topics, which would give ship and comprehend the key concept of Small Group you an insight of the basic concepts of communication Communication. principles. The unit will offer a range of theoretical perspectives to under- Sociology of Communication stand and analyse the role of communications and media You have been communicating all your life; you might wonder technologies in shaping modern society. The unit will also pro- why you need to study communication? But before going into vide sound understanding of the importance of communication the deeper aspects of communication process you should know and communicating medias in social life. It will brief them about the relevance of learning communication principles. Introductory the growth and development of new technologies in the area of unit will equip you with basic communication terms such as lan- mass communication for example Print Media (cold type i COMMUNICA guage, speech, dimensions of communication- verbal- nonver- Mass Media and Society Why society, because we are part of society. This unit will enable bal, formal- informal, oral- written and intentional – unintentional us to understand the impact of media with reference to various communication. social issues like education, violence, and environment among TION PRINCIPLES Types of Communication others. Also we will study special focus groups like women and Once the base is clear you can move up. In near future you all children. will enter into the field of mass communication. It is always good to have strong background knowledge of this particular field. This unit will give you a platform to stand. Platform in form of the base of mass communication. It will start from Intrapersonal to Interpersonal to Group and in the end mass communication. Elements of mass communication and their relevance to your life will be taught through this unit. Communication Models Till now we have the base of communication, types of communication especially mass communication but unless we know how the whole process flows our base knowledge is of no use. Communication models help us in understanding each step of communication process. The flow of each type of communication can be understood easily with help of models. Models are applicable to intrapersonal, interpersonal, group and of course mass communication. Mass Media What do we mean by mass media? Why do we need them? Is mass media one technology or software? You will find answers to all these questions in this unit. Besides types of media their effects on society as well as determing factors of media influence will also be discussed. Theories of Mass Media In the earlier unit we discussed the models to understand the flow of communication. But to understand the influence of mass communication we need to go through the certain theories which will explain step by step impact of media on us. Media Audiences Media audiences refer to we the people. Now the question arises why should we learn more about us? This unit will answer all your queries related to the audiences. It is important to study media audiences as in future we will be communicating to masses. To have a great impact we need to know more about them. ii COMMUNICA COMMUNICATION PRINCIPLES CONTENT TION PRINCIPLES . Lesson No. Topic Page No. Lesson 1 What is Communication 1 Lesson 2 Dimensions of Communication 6 Lesson 3 The Process of Communication 10 Lesson 4 Intrapersonal Communications 14 Lesson 5 Interpersonal Communication 18 Lesson 6 Group Communcaion 21 Lesson 7 Mass Communication 24 Lesson 8 Aristotle’s Model & Laswell’s Model 28 Lesson 9 Shannon & Weaver’s MOdel and Osgood & Schramm’s Circular Model 33 Lesson 10 Newcomb’s Model and Gerbner’s Model 37 Lesson 11 Media in Contemporary India 40 Lesson 12 Traditional Medias 50 Lesson 13 Effects of Media on Society, Determinates of Media Influence 54 Lesson 14 Two step Flow theory, Diffusion of Innovations, Dependency theory 56 Lesson 15 Uses and Gratifications Theory, Cultivation Theory 60 Lesson 16 Mass Audiences 67 Lesson 17 Communications for Development 74 Lesson 18 Media and Social Issues 80 Lesson 19 Media and Education 84 iii COMMUNICA COMMUNICATION PRINCIPLES TION PRINCIPLES CONTENT Lesson No. Topic Page No. Lesson 20 Role of Media in Science and Technology 89 Lesson 21 Media & Woman 92 Lesson 22 Media and Violence (Especially Television) 98 Lesson 23 Media & Children 103 Lesson 24 Media & Politics 105 Lesson 25 Environmental Journalism 108 iv UNIT I LESSON 1: LESSON 1: SOCIOLOGY OF COMMUNICATION WHAINTRODUCTIONT IS COMMUNICA TO THE TION?CONSUMER BEHAVIOUR Contents: Introduction, Definitions, Features of communication, Communication is not only the basis of human thought, it is the COMMUNICA Significance of communication in human life- personal life, pro- means by which each of us develops an individual pattern of fessional life, civic life, need for communication and Speech and beliefs, attitudes, and values––the personal attributes that bring Language as foundation for society. us to understand, misunderstand, accept, or reject others who are Learning Objectives like or unlike ourselves. In that sense, communication is the foundation of an effective democratic and multicultural society. TION PRINCIPLES · To define communication Defining Communication · To know the significance of communication in personal life and relationships A definition is a useful and logical place to start our exploration of communication. Definitions clarify concepts by indicating their · To know the importance of communication in professional boundaries. They focus attention on what is important about life whatever it
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