PROCESS OF COMMUNICATION
Although all of us have been communicating with others since our infancy, the process of transmitting information from an individual (or group) to another is a very complex process with many sources of potential error.
In any communication at least some of the "meaning" is lost in simple transmission of a message from the sender to the receiver. In many situations a lot of the true message is lost and the message that is heard is often far different than the one intended. This is most obvious in cross-cultural situations where language
is an issue. But it is also common among people of the same culture. Communications is so difficult because at each step in the process there is a major potential for error. By the time a message gets from a sender to a receiver there are four basic places where transmission errors can take place and at each place, there are a multitude of potential sources of error. Thus it is no surprise that social psychologists estimate that there is usually a 40-60% loss of meaning in the transmission of
messages from sender to receiver.
It is critical to understand this process, understand and be aware of the potential sources of errors and
constantly counteract these tendencies by making a conscientious effort to make sure there is a minimal
loss of meaning in your conversation.
It is also very important to understand that a majority of communication is non-verbal. This means that
when we attribute meaning to what someone else is saying, the verbal part of the message actually means
less than the non-verbal part. The non-verbal part includes such things as body language and tone.
The Linear Concept
Communication was considered a one-way process marked by the flow of information from a sender to a receiver.
According to the linear view, a receiver passively receives the message and acts as directed or desired by the sender. Communication is intended to control/manipulate the receiver. It is assumed that the message, while passing through the medium chosen by the sender, reaches the receiver without any distortion or change.
Shannon – Weaver Model
C E Shannon and W Weaver were the first to point out that in actual practice; messages can be changed or
blocked. Shannon's model of communication was first published in the Bell System Technical Journal. It
was based on the mathematical or mechanistic view of communication process in which the basic problem
is that the message received is not equal to the message sent. He attributed the loss to noise. The Shannon
model was, later in 1949, brought out in the mathematical theory of communication, co-authored with
Weaver. Weaver introduced feedback as a corrective to noise. However, in the Shannon-Weaver model,
feedback was not considered to be an integral component because the mvdel conceived the
communication process as a linear act and feedback another new act of communication. This is why in the
Shannon – Weaver model, feedback is shown in dotted lines.
The model is based on the idea that communication occurs only when the message has been received and
that it should be received" as far as possible, unchanged. This is, of course, a theoretical concept of perfect
communication. In real life, filters in the minds of both sender and receiver affect the content of message.
To an extent, feedback corrects the distortions, if any, and tends to complete the cycle of communication.
Information source (ideation) The communication process begins with the information source. The sender
has some raw information. His intention changes that information into a message to be communicated.
The source of a message therefore, is the information source of the communication process.
Encoding Having thought over the message, the sender puts it into words (verbal symbols or any other
symbolic form of expression). This process is called encoding.
Channel (transmission) An appropriate medium-oral, written, electronic, in code, or a signaling systemchosen
to send the message is known as channel.
Decoding The receiver gets the message through decoding by receiving, understanding, and interpreting
the message.
Acting The communication process ends with the receiver putting the interpreted message into action, as
intended by the sender.
Thus, we see that communication completes a full circle, bringing together the sender and the receiver to
become two aspects of a single purpose. It is this unifying process and role of communication that has
made modem management organisations and systems consider communication as an essential skill for
successful managers. According to Davis, "The only way that management can be achieved in an
organisation is through the process of communication."
Noise This process is open to "noise" which prevents or distorts communication. Noise may be described
as any distortion or hindrance, preventing transmission of the message from the (mind of) sender to the
(mind of) receiver.
For some communication theorists, noise basically stands for external disturbance in the physical
environment surrounding the act of communication, or noise in the machine used for communicating the
message, such as telephone, or poor printout, or bad handwriting.
Communication distortion caused by subjective factors such as mind sets of the sender and receiver are
attributed to what is called filters.
Filters These are mental in nature. They include attitudes, beliefs, experiences, consciousness of personal
status, and the ability to think clearly. Misunderstandings and different problems may arise as the sender's
message passes through the filters of the receiver, which comprise the sender filters plus others such as
low interest or involvement in the message or distraction and fatigue causing loss of concentration.

SCHRAMM MODEL OF COMMUNICATION

It is a Circular Model, so that communication is something circular in nature

Encoder – Who does encoding or Sends the message (message originates)

Decoder – Who receives the message

Interpreter – Person trying to understand (analyses, perceive) or interpret

Note: From the message starting to ending, there is an interpretation goes on. Based on this interpretation only the message is received.

This model breaks the sender and receiver model it seems communication in a practical way. It is not a traditional model.

It can happen within our self or two people; each person acts as both sender and receiver and hence use interpretation. It is simultaneously take place e.g. encoding, interpret and decoding.

Semantic noise is a concept introduced here it occurs when sender and receiver apply different meaning to the same message. It happens mostly because of words and phrases for e.g. Technical Language, So certain words and phrases will cause you to deviate from the actual meaning of the communication.

Note: When semantic noise takes place decoding and interpretation becomes difficult and people get deviated from the actual message.

Advantage of Osgood- Schramm model of communication

1. Dynamic model- Shows how a situation can change
2. It shows why redundancy is an essential part
3. There is no separate sender and receiver, sender and receiver is the same person
4. Assume communication to be circular in nature
5. Feedback – central feature.

Disadvantage of Osgood- Schramm model of communication

This model does not talk about semantic noise and it assume the moment of encoding and decoding.

CHARACTERISTICS OF SUCCESSFUL COMMUNICATION
Seven Cs of Communication
Francis J Bergin advocates that there are seven Cs to remember in verbal communication. These are
equally applicable to written communication. They are
· Candidness
· Clarity
· Completeness
· Conciseness
· Concreteness
· Correctness
· Courtesy
Candidness In all business transactions, our view of a matter should be honest, sincere, and guileless. We
should speak and listen without prejudice or bias. Our guiding principle should be fairness to self and to
others involved in the situation. Candidness, in a way, implies consideration of the other person's
(listener's) interest and his/her (the listener's) need to know things objectively and fairly. We should share
our thoughts without reservation in an unbiased manner, if we want to help the receiver to understand
what is communicated. It should be characterized by the "you" attitude.
Candid talk also exhibits the speaker's self-confidence. In oral communication the key element that creates
impact is confidence. When we say something without hesitation or hitch, we say it in a confident manner.
In everyday life or in business, we see persons in power doing things, such as appointing relatives,
neglecting merit in assigning jobs/functions or allowing too much closeness to an individual or a group of
individuals. This action is bound to emotionally alienate others from that person. Out of consideration and
concern for that person's long-term image and good human relationships in the organisation, if you
communicate your view of his administrative fairness in an unbiased manner, you are being candid in
your communication.
Clarity The principle of clarity is most important in all communications, especially when you are involved
in face-to-face interaction. It is not always easy to verbalise ideas accurately on the spot during
conversation, presentation, or any other form of interaction.
To ensure that we express ourselves clearly, we should use accurate and familiar words with proper
intonation, stresses, and pauses. Our spoken language should consist of simple words and short sentences.
Thoughts should be clear and well-organised. We should know what we want to say and why. It is a clear
mind that can talk clearly and effectively.
However, in case of doubt or uncertainty, due to lack of clarity of thought or expression, the listener can,
in one-to-one communication, seek immediate clarification.
Completeness Clarity is ensured also by completeness of message. In conversation or oral presentations
one can miss some parts of the communication. It is, therefore, essential that oral presentations,
discussions, or dialogues should be as far as possible, planned, and structured.
Therefore, when we begin the presentation or dialogue or address an audience, we should ensure that we
have given all the information that listeners need or expect for understanding the message.
The principle of completeness requires that we communicate whatever is necessary, provide answers to all
possible questions which could be raised and add something additional, if necessary as footnotes, to
whatever has been said. We should be careful that we answer all questions put to us. for example, in an
interview, if we leave out answering any question, it would imply that we are deliberately side-stepping a
particular issue. It could also raise doubts in the audience that there is something to hide regarding that
matter.
If we have no information or answer or are unwilling to answer or discuss any particular question, we
should frankly express our inability to answer.
Conciseness In business and professional communications, we should be brief and be able to say whatever
we have to say in minimum words. We should avoid being repetitive. We sometimes believe erroneously
that by repeating whatever has been said, we add emphasis to our message. Try to use single words for
wordy phrases.
Concreteness means being specific, definite in describing events and things. It also means the-vivid
description of an event or state. Avoid using vague words. In oral communication we cannot draw figures,
tables, diagrams, or illustrations to make our statements vivid and concrete. But we can choose precise
words and speak with proper modulation and force to make their sound reflect the sense. For example, in
oral communication passive voice is avoided. Active voice verbs reflect force and action. They also sound
more natural and direct.
Correctness In the spoken form of communication, grammatical errors are not uncommon. The speaker
tends to forget the number and person of the subject of the verb if the sentence is too long. Sometimes
even the sequence of tense is wrong. And most frequently the use of the pronoun is incorrect especially in
indirect narration (reported speech).
Courtesy In conversational situations, meetings, and group discussions, an effective speaker maintains the
proper decorum of speaking. One should say things with force and assertiveness without being rude.
Courtesy demands that we do not use words that are insulting or hurtful to the listener
In business discussions, it is necessary that we respect the other person by listening to him/her patiently.
We should not interrupt. We should wait for our chance to speak and when it is our turn to speak, we
should speak with force and clarity
Our tone should reflect our respect for our listener/audience. And our pitch should not sound as if we are
talking at each other and not to each other. The tone we use in conversation should not be aggressive.