Unit 1 - Introduction to visual

communication
1.1 History of Communication – Definition and Need for Communication
and Visual Communication

1 - History of communication

Communication is the intricate process of conveying information, ideas, thoughts, or emotions between
individuals or groups through various channels, including verbal, non-verbal, and visual means.

It involves both the expression and interpretation of messages, playing a fundamental role in fostering
understanding, building relationships, and facilitating collaboration.

Effective communication requires clarity, active listening, and the consideration of diverse factors to
ensure the accurate transmission and comprehension of intended messages.

Need for communication:

1. Survival: Communication is essential for basic survival instincts. It enables individuals or groups
to convey information about threats, dangers, or necessities, allowing for coordinated responses
to ensure safety and well-being.

2. Cooperation: Effective communication is crucial for collaboration and cooperation among

individuals or within groups. It facilitates the sharing of ideas, resources, and efforts, leading to
collective achievements that may not be possible through individual actions alone.

3. Relationships: Communication is the foundation of human relationships. It allows individuals to

express emotions, thoughts, and intentions, fostering understanding, trust, and connection.
Healthy relationships rely on open and effective communication.
 4. Persuasion: Communication is a powerful tool for persuasion. Whether in personal relationships
or professional settings, the ability to articulate ideas convincingly and influence others is
essential for achieving goals and garnering support.

5. Power: Communication is intricately tied to power dynamics. Those who can effectively
communicate often have the ability to influence, lead, and make decisions. It is a key element in
leadership and authority structures.

6. Social Needs: Communication fulfills various social needs, including the desire for social
interaction, companionship, and a sense of belonging. It enables the sharing of experiences,
cultural values, and social norms, contributing to a cohesive society.

7. Information: Communication is the primary means of exchanging information. Whether through

spoken or written words, images, or data, communication facilitates the transmission of
knowledge and updates, enabling individuals and societies to stay informed and make informed
decisions.

8. Decision Making: Effective communication is essential for the decision-making process. It

involves exchanging ideas, perspectives, and information to reach consensus or make informed
choices, whether in personal, professional, or societal contexts.

Elements of communication :

1. Sender: The sender is the person or entity initiating the communication. It is the source of the
message being transmitted.

2. Message: The message is the information, idea, or content that the sender wants to convey to
the receiver. It can be verbal, written, symbolic, or non-verbal.

3. Channel: The channel refers to the medium or method through which the message is
transmitted. It could be face-to-face communication, written communication, electronic
channels (such as email or video conferencing), or other forms of communication.

4. Receiver: The receiver is the individual or group for whom the message is intended. They are
responsible for interpreting and understanding the message sent by the sender.

5. Interpreter: The interpreter, in some contexts, can refer to the person or mechanism that
facilitates understanding between individuals who speak different languages or have different
cultural backgrounds. It helps bridge the gap in cases of language or cultural diversity.

6. Feedback: Feedback is the response or reaction of the receiver to the message. It provides the
sender with information about how well the message was understood and whether any
clarification is needed. Feedback is crucial for effective communication.

7. Context: Context refers to the surrounding circumstances, environment, or situation in which the
communication takes place. It includes the cultural, social, and physical factors that influence the
interpretation of the message.

Models of Communication:
Aristotle's Rhetorical model (click this link)

Shannon and Weaver's model (click this link)

Osgood and Schramm's model (click this link)

1.2 Types & Levels of Communication, Barriers of Communication

Communication is the process of exchanging information, ideas, thoughts, or feelings between

individuals or groups. It is a fundamental aspect of human interaction and is essential for the functioning
of societies, organizations, and relationships. Communication can take various forms, including verbal
(spoken or written words), non-verbal (body language, facial expressions, gestures), and visual (images,
symbols).

Effective communication involves not only the expression of messages but also the understanding of
those messages by the intended recipients. It plays a crucial role in conveying intentions, sharing
knowledge, building relationships, and coordinating actions. Communication can occur through various
channels, such as face-to-face conversations, written messages, telephone calls, video conferencing, and
more.

Barriers to communication, such as language differences, cultural misunderstandings, or distractions, can

impact the clarity and effectiveness of the communication process. Therefore, effective communication
often requires active listening, empathy, clarity, and feedback to ensure that the intended message is
accurately received and understood by the audience.

Levels of Communication:

1. Intrapersonal Communication: Communication within an individual, involving self-reflection and

internal thoughts.

2. Interpersonal Communication: Communication between two or more individuals, involving the

exchange of information, emotions, and meaning.

3. Group Communication: Communication that occurs within a small or large group, involving
multiple people.

4. Public Communication: Involves addressing a larger audience, often in a formal setting. Public
communication includes speeches, presentations, lectures, and other forms of communication
directed at a mass audience.

5. Mass Communication: Communication to a large audience through media channels, addressing

the public or a specific demographic.

6. Extrapersonal Communication: Encompasses communication that extends beyond personal

interactions to include interactions with the external environment, nature, or the universe. This
can include the way individuals communicate with and perceive the world around them.

Barriers of Communication:

1. Semantic Barriers: Arise from differences in language, meaning, or interpretation of words.

2. Physical Barriers: Include obstacles in the environment, such as noise, distance, or physical
obstructions, that hinder effective communication.

3. Psychological Barriers: Result from individual differences in perception, emotions, and attitudes,
affecting how a message is received and interpreted.

4. Cultural Barriers: Stem from differences in cultural norms, values, and communication styles,
leading to misunderstandings between individuals from diverse backgrounds.
 5. Organizational Barriers: Arise from issues within the structure and culture of an organization,
such as poor management, lack of transparency, or inadequate communication channels.

6. Personal Barriers: Involve individual factors such as a lack of attention, bias, or preconceived
notions that impede effective communication.

7. Channel Barriers: Occur when the chosen communication channel is inappropriate or insufficient
for the message, leading to misunderstandings.

8. Technological Barriers: Result from challenges or malfunctions in communication technologies,

hindering the smooth flow of information.

1.3 Types of Mass Media

Types of mass media:

1. Print Media:

Definition: Print media involves the dissemination of information through printed materials. This
category includes newspapers, magazines, brochures, flyers, and other publications.
Characteristics: Print media is tangible, provides in-depth coverage, and often has a longer shelf life
compared to other forms. However, it may have a slower dissemination process.

2. Broadcast Media:

Definition: Broadcast media delivers information electronically through audio and visual content. This
includes television and radio broadcasting.

Characteristics: Broadcast media reaches a wide audience in real-time. It is dynamic, allowing for audio-
visual storytelling, and is often used for news, entertainment, and educational purposes.

3. Advertising:

Definition: Advertising involves the promotion of products, services, or ideas through paid messages. It
can take various forms, including print ads, broadcast commercials, online banners, and more.

Characteristics: Advertising aims to persuade or inform the audience about a product or concept. It
utilizes creative elements to capture attention and generate interest.

4. Public Relations (PR):

Definition: Public Relations focuses on building and maintaining a positive image for individuals,
organizations, or brands. PR activities include media relations, crisis management, and strategic
communication.

Characteristics: PR aims to establish and maintain a favorable public perception. It often involves building
relationships with media outlets, managing public events, and addressing potential reputational
challenges.

5. Digital Media:

Definition: Digital media encompasses electronic platforms for the creation, distribution, and
consumption of information. It includes websites, social media, blogs, podcasts, and online videos.

Characteristics: Digital media provides real-time interaction, customization, and a global reach. It is
highly accessible, allowing users to engage with content on various devices.
1.4 Functions & Characteristics of Mass Media and Mass Audience

Functions of Mass Media:

1. Information Dissemination: One of the primary functions of mass media is to provide

information to the public. This includes news, educational content, and general knowledge.

2. Entertainment: Mass media serves as a source of entertainment, offering a wide range of

content such as movies, television shows, music, and video games.

3. Education: Mass media plays a crucial role in educating the public on various subjects. This
includes educational programs, documentaries, and informative articles.

4. Persuasion and Influence: Mass media has the power to shape public opinion and influence
attitudes and behaviors. Advertisements, political campaigns, and social advocacy are examples
of persuasive functions.

5. Surveillance: Mass media acts as a watchdog, monitoring and reporting on events and issues at
local, national, and international levels.
 6. Cultural Transmission: Mass media contributes to the transmission and preservation of culture. It
showcases cultural norms, values, and traditions, helping to pass them on to new generations.

7. Social Integration: Mass media can foster a sense of community and shared identity by providing
a platform for people to connect over common interests, issues, and experiences.

8. Public Forum: It serves as a platform for public discourse, allowing individuals and groups to
express their opinions, engage in debates, and contribute to democratic processes.

Characteristics of Mass Media:

1. Reach and Accessibility: Mass media has the ability to reach a large and diverse audience. It
includes various channels like television, radio, newspapers, magazines, and digital platforms.

2. Immediacy: Mass media can deliver information quickly, keeping the audience informed about
current events as they unfold.

3. Influence: Mass media has a significant impact on shaping public opinion, attitudes, and
behaviors. It can influence societal norms and values.

4. Commercialization: Many forms of mass media are funded through advertising, making them
commercial entities. This can influence content and editorial decisions.

5. Technological Integration: Advances in technology continually shape the landscape of mass

media. Digital platforms, social media, and multimedia content have become integral parts of
the media environment.

6. Interactivity: With the rise of digital media, there is increased interactivity between the audience
and the content. Social media platforms, comment sections, and forums allow for user
participation.

7. Globalization: Mass media facilitates the global exchange of information, culture, and ideas.
News, entertainment, and trends can spread rapidly across borders.

8. Regulation: Mass media is often subject to regulations and ethical standards to ensure
responsible journalism, protect public interest, and prevent the spread of harmful content.

Characteristics of Mass Audience:

1. Diversity: Mass audiences are often heterogeneous, consisting of individuals with varied
demographics, interests, and cultural backgrounds.

2. Passivity: Mass audiences are generally considered passive consumers of media content,
although the level of engagement can vary. Traditional media often involves one-way
communication.

3. Size: The size of mass audiences is typically large, encompassing millions or even billions of
individuals, depending on the medium.

4. Selective Exposure: Audience members have the ability to choose the media content they
consume, leading to selective exposure to information that aligns with their interests and beliefs.
5. Media Literacy: The level of media literacy within a mass audience can vary. Some individuals
may critically evaluate media content, while others may accept it without question.

6. Feedback Mechanisms: With the advent of digital media, audiences can provide immediate
feedback through comments, likes, and shares, influencing content creation and distribution.

7. Cultural Influence: Mass audiences contribute to and are influenced by the creation and
dissemination of cultural trends, shaping societal norms and values.

8. Fragmentation: While mass audiences exist, there is also a trend toward audience
fragmentation, with individuals seeking niche content that caters to specific interests and
preferences.