MEDIA OF COMMUNICATION

In the previous chapter 2, we discussed about the processes of communication and learnt
about the seven ‘Cs’ of communication. We dealt with various types of communication
such as formal and informal and directions of communication. The final section of that
chapter was on the barriers of communication. Therein, we mentioned that the media of
communication would be outlined in the Chapter 3. The current chapter is exclusively on
the various media of communication. Verbal communication (oral and written) and non-
verbal communication are discussed here. Role of visual and audio-visual communication
in administration has also been considered.
1.1. Medium of transmission
Medium of transmission is a means of carrying an encoded message from the source or
sender to the receiver. In order to reach the right receiver with the intended message, the
sender has to select the appropriate medium. Medium of transmission could be classified
into two namely, verbal (oral and written) and non-verbal as stated above. Oral/spoken
and written communications together have been called as verbal communication by some
scholars. It may be noted that there is a criticism that the terms ‘verbal’ and ‘nonverbal’
are outdated and no longer useful. Stanley E Jones and Curtis D LeBaron mentioned that
‘During everyday communication, especially face-to-face interaction, vocal and visible
behaviors are typically coordinated in ways that provide for their mutual performance.
When people talk, they also locate their bodies, assume various postures, direct their
eyes, perhaps move their hands, altogether behaving in ways that constitute an interactive

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event’ . Kendon has observed, “It makes no sense to speak of ‘verbal communication’

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and ‘nonverbal communication’. There is only communication” . Streeck and Knapp also
suggested that the classification of communication as either ‘verbal’ or ‘nonverbal’ is

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‘misleading and obsolete . Nevertheless, we shall discuss them under various categories
such as oral, written, visual and audio-visual communication for easy understanding.
Administrators may use them simultaneously. For instance, in a conference, a
documentary film can be shown while an administrator may comment concurrently on
certain aspects shown in the film. On some other occasions, even while delivering a
speech, an administrator might be using non-verbal communication methods such as
facial expressions.

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1.2. Verbal Communication
Verbal communication is the written or oral use of words to communicate. Oral
communication is a significant part of an administrator’s job. In addition to writing
letters, sending circulars, issuing memorandums and signing agreement, many
administrators hold meetings, discuss on telephone and give speeches.
Oral Communication
Oral communication includes face-to-face discussions, telephone calls, speeches, video
conferencing, teleconferencing, meetings, conferences and intercom. Oral
communication has the advantages of being fast, more personal than written
communication and providing immediate feedback from others involved in the
conversation. The sender of oral communication can immediately find out how his / her
message had been received. In case, there is a need for immediate action it is better to
transmit the message orally. If the sender and receiver are far away from each other,
sending a oral communication is not possible. Similarly lengthy messages are not suitable
for oral transmission. Oral messages cannot be retained for a long time. Time consuming,
difficult to terminate and requiring additional effort to document what is said if a record
is necessary are some of the disadvantages of oral communication.
To be effective, oral communication needs clear pronunciation. It is also necessary to
keep the message as brief as possible without appearing to be abrupt and discourteous.
Careful analysis and objective evaluation of the message while formulating it also help in
making the oral communication effective. Communicating the ideas in a logical sequence
using appropriate words also facilitates the process. In oral communication it is desirable
to use the words familiar to the listener than to the speaker alone. There is a need to
distinguish between different categories of receivers and use different kinds of language.
There might be certain category of persons who are specialists in a particular subject.
They may understand certain things, which are described in a few words. But the same
subject needs more detailed description if the receivers are ordinary people.
Written communication
Written communication covers letters, electronic mail, memorandums, bulletins, notices,
websites, reports, government orders, budget documents and policy documents. In many
cases, substantial time and effort are spent in preparing written communication.
Written communication has several advantages over oral communication. It provides a
permanent record of the message and preferred to as evidence of what has occurred or
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what was stated. Hence it can be repeatedly referred to. The receiver of the written
communication can read and re-read it till he thinks that he has properly understood it. It
can be disseminated widely with a minimum effort and allows the sender to think through
the intended message carefully. If the communicating parties are far off from each other,
even beyond telephonic range, written communication is the only option. Written
communication is helpful in reducing disputes and communication frictions. It also
reduces the chances for misinterpretation, misrepresentation and distortion of
information.
However, it has several disadvantages including the expense of preparation, its relatively
impersonal nature, possible misunderstanding by the receiver and the delay in feedback
regarding the effectiveness of the message. Unlike in the oral communication, quick
clarification is not possible in written communication. Further, it is time consuming and
suffers from lack of flexibility. If poorly worded, written communication can cause lots
of confusion. Characteristics found in oral and written media can be summarized as
follows.
.

Oral Written
Immediate feedback Delayed feedback
More conversational Longer sentences
Short sentences Focus on content
Less detailed Greater linguistic
More personal pronouns emphasis
Focus on interpersonal Permanent recording
nouns Possibility of review
More spontaneous Less spontaneous

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1.3. Visual and Audio-Visual communication
Printed pictures, posters, slides, films, documentaries and videos fall under visual and audio-
visual communication. It can be used to transmit elementary and simple ideas, orders,
information and warnings. In many parts of the city we see no parking signs. In addition to
boards written in the appropriate language, signs are also displayed. In petrol pumps one would
have seen many signs indicating ‘a no-smoking area, put off your engines and cell phones’. They
are more effective in pictures than other media of communication.
Presentations made using overhead projectors and LCD projectors contain substantial amount of
visual communication methods. Different types of charts such as pie charts, bars and scatter are
also part of visual communication methods. Visual communication may be sometimes
inadequate. The receivers may just casually glance at it and might not understand the message
fully. When they are accompanied by explanation and narration, it will facilitate easier
understanding. It is said that messages transmitted through audio-visual means is retained for a
longer time. In many of the training programs and board meetings audio-visual communication is
effectively used.
In developing countries like ours where there are large number of illiterate people, there is a need
to use audio-visual communication methods to a large extent. In mass publicity, propaganda and
education, audio-visual communication will be more relevant. Governments world over resort to
the use of electronic media such as radio and television for communicating with the citizens
living in far flung areas. They are useful in situations like events of national importance like
elections, informing the citizens about the new policies, dissemination of new agriculture
practices and disasters.