THE DISCIPLINE OF
COMMUNICATION
APPLIED SOCIAL SCIENCE
DISCIPLINE OF
COMMUNITCATION
• Focuses on how humans use verbal and
non-verbal messages to create meaning in
various settings (from two persons, groups,
to mass audiences across nations using a
diverse sets of networks and media.
• The Discipline is especially interested in the
influence of those messages in human
behavior.
As a DISCIPLINE
• Communication as a discipline includes the study
of communication in:
1. Interpersonal Relationships
2. Administration
3. Cultures
4. Linguistic Theory and Criticism
5. Performance Studies
6. Argumentation and Persuasion
7. Technologically facilitated communication
8. Popular Culture
DISCIPLINE OF
COMMUNITCATION
• Communication focuses on the process of
clearly expressing and understanding ideas
in written, verbal, nonverbal, and
multimodal forms.
• KEY COMPONENT
1. Understanding and the analysis of
linguistic/ communication context.
2. The development of suitable and
Effective responses.
AUDITORY MEANS OF
COMMUNICATION
• SPEECH
• SONG
• TONE OF VOICE
NONVERBAL MEANS OF
COMMUNICATION
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BODY LANGUAGE
SIGN LANGUAGE
PARA LANGUAGE
TOUCH
EYE CONTACT
MEDIA
PICTURES
GRAPHIC AND SOUNDS
WRITING
NOTA BENE:
Communication skill is
not language specific!
It is not as yet speakers of a
particular language have refined
communication skills, while the
speakers of some other language
have raw communication skills
MENTAL FILTER
• All message that we send or receive
are possessed by a mental filter.
This mental filter or the mind set is
forged by our family, friends,
neighbourhood, the school and the
society.
• Unless we understand the attitude,
the mind set, and background of the
person
we
interact,
our
communication skill would be
unsatisfactory.
WHY DO WE
COMMUNICATE?
1. We
communicate
PERSUADE.
to
2. We communicate in order to
give or provide information.
ELEMENTS OF COMMUNICATION
SENDER
The person who intends to convey the
message with the intention of passing
information and ideas to others is
known as sender or communicator.
RECEIVER
Receiver is the person who receives
the message or for whom the
message is meant for. It is the receiver
who tries to understand the message
in the best possible manner in
achieving the desired objectives.
MESSAGE
This is the subject matter of the
communication. This may be an
opinion, attitude, feelings, views,
orders, or suggestions.
CHANNEL
The person who is interested in
communicating has to choose the
channel for sending the required
information,
ideas
etc.
This
information is transmitted to the
receiver through certain channels
which may be either formal or
informal.
FEEDBACK
Feedback is the process of ensuring
that the receiver has received the
message and understood in the same
sense as sender meant it.
LEVELS
OF COMMUNICATION
1. INTRAPERSONAL
COMMUNICATION
 INTRAPERSONAL
COMMUNICATION is the active
internal involvement of the individual
in representative processing of
messages.
 The individual becomes his/her
sender and receiver, providing
feedback to him or herself in an
1. INTRAPERSONAL
COMMUNICATION
 Day dreaming
 Nocturnal
dreaming,
LUCID
dreaming
 Speaking aloud, reading aloud,
repeating what one hears
 The additional activities of
hearing and speaking
1. INTRAPERSONAL
COMMUNICATION
 What one hears may increase
the possibility of retention
 The time when there should be
concern is when talking to
oneself occurs outside of socially
acceptable situation.
1. INTRAPERSONAL
COMMUNICATION
 Writing
one’s
thoughts
or
observations:
the
additional
activities on top of thinking, of
writing and reading back may again
increase self understanding.
 Making gestures while thinking
 Communications between body
parts. (e.g. my stomach is telling
me it’s time for lunch.)
2. INTERPERSONAL
COMMUNICATION
 Is the process by which people
exchange information, feelings,
and meaning through verbal and
non-verbal messages: it’s a fateto-face communication.
DIRECT AND INDIRECT
CHANNEL
 Direct channel – are those that
are obvious and can be easily
recognized by the receiver.
 They are also under the direct
control of the sender.
DIRECT AND INDIRECT
CHANNEL
 Indirect channel – are those
channels
that
are
usually
recognized
subliminally
or
subconsciously by the receiver,
and not under direct control of
the
sender.
(gut
feeling,
“hunches” or premonitions”)
3. GROUP COMMUNICATION
 Refers
to
the
nature
of
communication that occurs in
groups that are between three to
twelve individuals. Small group
communication generally takes
place in a context that mixes
interpersonal
communication
interactions with social clustering.
4. PUBLIC
COMMUNICATION
 It’s at the heart of our economy,
society and politics.
 Studios use it to promote their films.
 Politicians use it to get elected.
 Advocates use it to promote social
causes.
 IT’S A FIELD BUILT ON IDEAS
AND IMAGES, PERSUASION
AND INFORMATION.
5. MASS COMMUNICATION
 Mass Communication is a process
in which a person, group of people,
or an organization sends a message
through a channel of communication
to a large group of anonymous and
heterogeneous
people
and
organization.
 Channels
of
communication
includes television, radio, social
media, and print.
5. MASS COMMUNICATION
 The sender of the message is
usually
a
professional
communicator
that
often
represents an organization.
 Mass communication is an
expensive process.
 Feedback is usually slow and
indirect.
PROFESSIONALS
AND
PRACTITIONERS
in Communication
1. COMMUNICATION
SPECIALIST
 Also known as “Public Relations
Specialists”- they establish positive
associations with the public and
mass media in behalf of their client.
 Employed by businesses of all
sizes, they are typically jack of all
trades who is particularly good at
communicating in the written form.
1. COMMUNICATION
SPECIALIST
 Communication Specialists send
draft and send press releases that
contain important updates about
their clients.
 They organize events at which their
clients can meet with the public to
increase product awareness or
knowledge of their services or
recent developments.
1. COMMUNICATION
SPECIALIST
 Journalism, writing and marketing
degrees can potentially be helpful
to people who want to go into this
field.
 The specialist may be contracted
on a part-time or full-time basis
as well as hired to work from
home or in the office.
CAREER OPPORTUNITIES
 Advertising/Marketing
 Business
 Media/Broadcasting
 Public Relations
CAREER OPPORTUNITIES
 Journalism/Publishing
 Community Relations
 Politics/Government
 International Relations
2. JOURNALISM
 The core purpose of journalist is
to research, document, write,
and present the news in an
honest, ethical, and unbiased
way. Although the method for
reporting the news may be
changing, the need for talented,
qualified
and
educated
journalists isn’t.
2. JOURNALISM
 A journalists job description
still calls for hard work,
ethics, quality writing, and,
at its heart, the desire to
tell the truth.
2. JOURNALISM
 JOURNALISTS JOB includes:
1.
Interviewing people in a wide range of
circumstances.
2.
Writing copy for publication on a tight dead
line.
3.
Building contacts and sources for use in
future stories.
4.
Fact-checking the information given to you by
a source.
5.
Creating blog publication.
2. JOURNALISM
 In almost all circumstances the journalist will
need to
 Work long hours.
 Carry an unpredictable schedule.
 Be able to ask difficult questions often in an
emotionally charged situations.
 Follow current events, always looking for a story
opportunity
 Be able to develop a source
 Pitch story ideas to editors and producers
 Attend news conferences
 Stay up to date with privacy, contempt and
defamation laws.
JOB OPPORTUNITIES
 BROADCAST JOURNALISM
When you think of broadcast
journalism, you may think of the
famous
TV
news
anchors,
Broadcast Journalism however, has
many different facets, both in front
and behind the camera. There are
local news anchor jobs, traffic and
weather reporters, and production
crew.
JOB OPPORTUNITIES
 INVESTIGATIVE JOURNALISM
Investigative journalism is finding,
reporting and presenting news
which other people try to hide. Its
very similar to standard news
reporting, except that the people at
the centre of the story will usually
not help you and may even try to
stop you from doing their job.
JOB OPPORTUNITIES
 PHOTOJOURNALISM
Photojournalism is telling stories
with photographs. But on top of that,
the stories created must follow the
rules of journalism. They must be
true stories and the journalist must
try to tell the story in the most fair,
balanced
and
unbiased
way
possible.
JOB OPPORTUNITIES
 SPORTS JOURNALISM
Sports journalist jobs vary across
media, roles and content. Some
sports journalists stick with one
employer, and does one form of
media, while others freelance
covering various sports and writing
and reporting for print, broadcast
and/or online milieus.