Mass Communication and Journalism for UGC-NET Paper-II
About this eBook
In this chapter, we are describing the basic data about communication and journalism. This chapter is the foundation of the subsequent chapters, especially those dedicated to the media and journalism. We are commencing this volume with the Spolia opima of communication and journalism.
1.1 DEFINING COMMUNICATION We can define communication as the process of transfer of information from the sender to the receiver with the information being understood by both the sender and receiver. According to Dr McFarland, Communication is the process of meaningful interactions among human beings. It is a process by which, meanings are perceived and understandings are reached among human beings. According to Brown, Communication is a process of transmitting ideas or thoughts from one person to another for the purpose of creating an understanding in the thinking of the person receiving communication. According to Kelly, Communication is a field of knowledge dealing with the systematic application of symbols to acquire common information regarding an object or event. According to Luther, It is the transmission of commonly meaningful information. It is a process that involves the exchange of behaviours. According to A Kumar, Communication is the process of making a message understood by satisfying the need sets and ego sets of a receiver. According to Katz and Kahn, Communication-the exchange of information and the transmission of meaning is the very essence of a social system or an orgtanisation
Rudiments of Communication and Journalism 1.3
According to MT Myers and GE Myers, Communication refers to a special kind of patterning, which is expressed in a symbolic form. For communication to take place between or among people, two requirements must be met a a symbolic system must be shared by the people involved we need to speak the same language or jargon or dialects and b the associations between the symbols and their referents must be shared. According to Fortune, it is the procedure whereby one mind affects another. According to Fearing, It is a two-way process which cannot be adequately understood in terms of simple engineering or mechanical analogies. It is uniquely a human relationship from which, emerge all civilisations and culture without which, man as we know him, could not survive. According to Anderson, Communication is a dynamic process in which, man consciously or unconsciously affects the cognition of another through materials or agencies used in symbolic ways. In the view of Sanborn, Communication is the process of sending and receiving messages. According to Fauconnier, Communicatyion is nevertheless an attempt at making common the basic condition for the origin, the existence, and the development of every social relationship.
OBJECTIVES OF COMMUNICATION
1.2.1 OBJECTIVES IN THE SOCIETAL CONTEXT The following objectives are crucial A Gives Commercial Information Communication informs the targeted audience about new products, services, and concepts that they can buy or use. These products, services, and concepts can be old or new for the targeted receivers. Thus, communication informs the new targeted audience about old products, services, and concepts. It also informs the targeted audience about new products, services, and concepts with equal finesse. Example Ads of clearance sales. B Educates It has to educate the members of the society through various media tools.