BBA-1 / BCOM-1 / BCA-1

UNIT-1: Introduction

 Theory of Communication
 Types and Modes of Communication

UNIT-2 : Language of Communication

 Verbal and Non-Verbal

 Spoken and Written
 Barriers and Strategies
 Intra-personal, Inter-personal and Group Communication

UNIT-3: Reading and Understanding

 Close Reading
 Comprehension
 Summary Paraphrasing
 Analysis and Interpretation
 Translation (Hindi/Punjabi to English and vice versa) OR Precis
Writing (INTL Students)
 Literary/Knowledge Tests

UNIT-4: Writing Skills

 Documenting
 Report Writing
 Making Notes
 Letter Writing

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PRACTICAL LABORATORY

 Interactive Practical Lab on Oral Communication

UNIT-1

What is Communication?

Communication styles change from person to person. During the process of

communication, a person may invoke several channels or modes or methods
to convey a message. But, the process of communication doesn’t only
depend on the source producing or relaying information.

It also equally depends on the communication method and the manner in

which the receiver understands the message. Let us first understand the
method by which we communicate.

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Communication begins at a given point. The first step is the generation of

information. The second step is to put this information or data into a
medium for transmission towards the intended audience.

Three Simple Definitions

• Communication means sharing of information
• Communication is the giving and receiving of messages
• Communication is the transfer of information from one or more people
to one or more other people.

Definition of Communication:

Communication can broadly be defined as exchange of ideas, messages

and information between two or more persons, through a medium, in a
manner that the sender and the receiver understand the message, I.E.,
develop common understanding of the message.

The word communication is derived from the Latin word ‘communicare’,

which means to share, impart, participate, exchange, transmit or to make
common. It emphasises on sharing common information, ideas and
messages. It is not merely issuing orders and instructions.

“Communication is the transfer of information from a sender to a receiver,

with the information being understood by the receiver”. — Koontz and
Weihrich

“Communication is the art of developing and attaining understanding

between people. It is the process of exchanging information and feelings

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between two or more people and it is essential to effective management.”

— Terry and Franklin

“Communication is the sum of all things one person does when he wants
to create understanding in the mind of another. It is a bridge of meaning.
It involves a systematic and continuous process of telling, listening and
understanding.” — Allen Louis

“Communication is the process by which people attempt to share meaning

via the transmission of symbolic messages.” — Stoner and Wankel

 COMMUNICATIONS PROCESS

Communications is a continuous process which mainly involves three

elements viz. sender, message, and receiver. The elements involved in the
communication process are:

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1. Sender: The sender or the communicator generates the message and

conveys it to the receiver. He is the source and the one who starts the
communication.

2. Message: It is the idea, information, view, fact, feeling, etc. that is

generated by the sender and is then intended to be communicated
further.

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3. Encoding: The message generated by the sender is encoded

symbolically such as in the form of words, pictures, gestures, etc.
before it is being conveyed.

4. Media: It is the manner in which the encoded message is transmitted.

The message may be transmitted orally or in writing. The medium of
communication includes telephone, internet, post, fax, e-mail, etc.
The choice of medium is decided by the sender.

5. Noise: It refers to any obstruction that is caused by the sender,

message or receiver during the process of communication. For
example, bad telephone connection, faulty encoding, faulty decoding,
inattentive receiver, poor understanding of message due to prejudice
or inappropriate gestures, etc.

6. Receiver: He is the person who is last in the chain and for whom the
message was sent by the sender. Once the receiver receives the
message and understands it in proper perspective and acts according
to the message, only then the purpose of communication is
successful.
7. Decoding: It is the process of converting the symbols encoded by the
sender. After decoding the message is received by the receiver.

8. Feedback: Once the receiver confirms to the sender that he has

received the message and understood it, the process of
communication is complete.

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Types and Modes of Communication

1. Interpersonal
2. Interpretive
3. Presentational

THREE MODES OF COMMUNICATION

Interpersonal Interpretive Presentational

 Two-way  One-way  One-way

communication with communication with communication
active negotiation of no recourse to the intended for an
meaning among active negotiation of audience of readers,
individuals meaning with the listeners, or viewers
writer, speaker, or
producer

 Spontaneous  Reader, listener or  Presentation of

viewer interprets what information; not
 Usually involves the author, speaker, or exchange
exchange of producer wants the
information receiver of the  No direct
message to opportunity for the
 Meaningful understand active negotiation of
meaning exists

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 Participants observe  Interpretation differs  To ensure the

and monitor one from comprehension intended audience is
another to see how and translation in that successful in its
their meanings and it implies the ability to interpretation, the
intentions are being read, listen or view “presenter”
communicated and “between the lines,” needs
make adjustments and including knowledge of
clarifications understanding from the
accordingly within the cultural audience’s language
mindset or perspective and culture

 Speaking and listening  Reading of authentic  Writing (messages,

(conversation) texts (websites, stories articles,
and other literature, advertisements, flyers,
 Reading and writing articles, signs) brochures, short
(text messages, stories, reports,
messages on social  Listening to authentic scripts, Power Point
media, letters) texts (speeches, presentations);
messages, songs, radio
news, ads)  Speaking (telling a
story, giving a speech,
 Viewing of authentic TV or radio news,
materials (videos, drama presentations
movies, including skits,
presentations, TV presentation to jury)
shows, commercials,
news, plays)

UNIT-2

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LANGUAGE OF COMMUNICATION

Verbal and Non-Verbal - Communication – Written, Oral & Non-Verbal

Communication!

1. Verbal Communication – Written, Oral:

The word verbal means ‘connected with words and use of words.’ Any
communication using words is verbal communication. Words are the most
precise and powerful sets of symbols. Words denote as well as connote
meanings. That is why all serious or formal communication is usually in
words. Words, as we are all aware, can be written or spoken.

Thus, verbal communication can further be divided into two types:

(a) Oral Communication: “A wound inflicted by speech is more painful

than a wound inflicted by a sword”. As the term itself suggests,
communication through the spoken word is known as oral communication.
Of the working time spent in verbal communication : 9 % is in writing, 16
% in reading, 30 % in speaking and 45 % in listening.

In oral communication, words should be chosen very carefully so that what

they connote has the precise shade of meaning. The sender of the
message or his representative is usually the speaker, while the receiver or
his representative, the listener. Listening is also an important aspect of
oral communication.

Factors in oral communication:

(i) The speaker

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(ii) How he speaks

(iii) What he speaks
(iv) To whom he speaks
(v) Whether he receives a feedback

Pre-requisites of oral communication:

(i) Clear and proper pronunciation of words

(ii) Clarity and exactitude
(iii) Conciseness
(iv) Right tone
(v) Right style and vocabulary

Merits of oral communication:

(i) Saving of time and money: Oral communication saves money as well as
time. No money needs to be spent for producing oral communication since
it involves only the spoken word. Oral communication is, therefore,
economical.

Secondly, there is hardly any delay from the time when the sender sends
the message and the receiver receives it. The words are received and
understood as soon as they are spoken. Oral communication, therefore,
saves time, too.

(ii) Immediate feedback: The feedback in most oral communication is

immediate. The words are received as soon as they are spoken, and the
receiver can also give his reaction immediately. The speaker can gauge the
mood and the response of the listener. The immediate feedback is an
advantage for the speaker.

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(iii) Saves paperwork: Paperwork is minimal since communication is in the

form of spoken words.

(iv) An effective tool for exhortation: When the communication is oral, you
can try to persuade the listener. Doubts can be cleared immediately.

(v) Builds a healthy climate: A friendly atmosphere is created when you

communicate orally since there is less formality. You can also make
modifications in the communication immediately on the basis of the
feedback and response from the listener.

(vi) Best tool during emergency: Oral communication is the quickest tool
during an emergency. It is the best method of communication when an
immediate and fast response is critical.

Demerits of oral communication (limitations):

(i) Greater chances of misunderstanding: Unless it is recorded, you cannot

refer to an oral message again. There are, therefore, greater chances of a
message being misunderstood or misinterpreted. In fact, there is also a
chance that the message may not be understood at all.

(ii) Bad speaker: Only an individual who can satisfy all the requisites of
effective oral communication can produce good results. More often than
not, a bad speaker may send the wrong message. When speaking, one
communicates through the articulation, voice modulation and body
language, too.

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A message may be misunderstood if there is a disharmony among these

components. Also, as mentioned earlier, what the words connote and
what they denote should be in harmony, else the message may lead to a
conflict in understanding.

(iii) Ineffective for lengthy communication: Oral communication is not

useful for lengthy communication. Because of human limitations, there is
every likelihood that something important will be missed out.

(iv) Lower retention rate: Oral communication suffers from the drawback
of a low retention rate. A listener may absorb only some part of an oral
message since the attention span differs from person to person. People
also tend to forget an oral message quickly.

(v) No legal validity: Oral communication lacks proof of record. There is no

permanent record or proof of what has been said. An individual who has
given a message may deny it later; similarly, an individual who has been
given an oral message or instruction may say he never received it. Hence,
oral communication has very little value from the legal point of view.

(vi) Difficult to fix responsibility: Since a message is transmitted orally, it is

difficult to fix responsibility. This may also lead to carelessness in the
implementation of a message.

(b) Written communication:

A message constitutes written communication when it is put in “black and
white.” It is a formal type of communication. The sender of the message or
his representative constitutes the writer.

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Written communication is usually considered binding on business

organizations and is often used as evidence. Technological advancement
has enlarged the gamut of written communication through email and
other such facilities.

Factors in written communication:

(i) The writer

(ii) The content
(iii) The language used
(iv) The purpose of the communication
(v) The style adopted – formal or friendly
(vi) The receiver

Pre-requisites of written communication:

(i) How much to put in writing

(ii) What to leave out
(iii) When to stop
(iv) When to convey
(v) By what means to convey

Merits:

(i) Precise and accurate: Written communication is generally prepared with

great care and precision. The very prospect of writing makes a person
conscious. You have to be very serious and organised while
communicating in the written form, because written communication is
open to verification.

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