Fundamentals of visual communication unit I

FUNDAMENTALS OF VISUAL
COMMUNICATION
UVC20101T

UNIT -1
 Communication
Communication is simply the act of transferring information from
one place, person or group to another.
Every communication involves (at least) one sender, a message
and a recipient. This may sound simple, but communication is
actually a very complex subject.

DEFINITION OF COMMUNICATION
 Communication is a process that involves a sender who
encodes and sends the message, which is then carried via the
communication channel to the receiver where the receiver
decodes the message, once the receiver understood the
message, he reply to sender through the same communication
channel to the sender.

CONCEPT OF COMMUNICATION
 Communication is a learned skill. Most people are born with
the physical ability to talk, but we must learn how to speak well
and communicate effectively.
 Speaking, listening and the ability to understand verbal and
nonverbal meanings are skills that have to be developed in
various ways.
 We learn basic communication skills by observing other people
and modeling our behaviors based on what we see.
 The communication discipline includes both verbal and
nonverbal messages.

NEED FOR COMMUNICATION
Need for communication is very essential for human being for the
Need, to eat, sleep and love. Communication is both an individual
and social need.

The basic need for communication can perhaps be traced to the
process of mankind’s evolution from lower species. Animals, for
instance, have to be in sensory communication with their physical
and biological surroundings to find food, protect themselves and
reproduce their species.

A loss of sensation- the inability to hear a predator, for
instance- can mean loss of life. Similarly, to be lost from
primitive social communication-from the pack, from the group
or the tribe- is to be condemned to death.

What happens to a person who is „excommunicated‟- literally,
cut off from communication- by his group or his society? One
who have been isolated for a period of time from human
company is known to have experienced frightening visions,
Indeed, social isolation can also be dangerous to the heart as
much as to mind.

It is estimated that single man without close friends run two or
three the risk of developing heart disease as their more
sociable counterparts.

FUNCTIONS OF COMMUNICATION
Communication of any kinds should always have a purpose.
Hence, when one begins the process of communication, he
should be clear about two things :
“what should the message exactly contain” and “to whom the
message is aimed at”
Tomorrow all must
Complete your Monthly
Task

“what should the message exactly contain” and “to whom the
message is aimed at”
That is accurate formulation of a message and identification of
the target audience. Even though every communication has
separate purpose the primary functions of communication

 Educate
 Inform
 Entertain
 Persuade
Educate Listen, asking doubts & QA

 Educate
Education is the most important functions of any form of
communication. Education could take the shape of conveying
news about persons, places, surroundings and thereby
attractive knowledge levels. There have been examples of
newspapers being used as medium for attractive talent
language and usage of proper expression.

 Inform
One of the basic functions of communication is to inform. Being
in the „information age‟, information is the real power and the
society is also known as „knowledge society‟, where, one who
has the maximum information, would be the most powerful and
effective force. Hence information about the society and the
environment in and around us is the most crucial and basic
function of communication

 Entertain
Only information alone in a message will not make it positive
and the entire process of communication will make dull and
boring. That‟s why entertainment is also an important function
of communication, which removes the dull and boring process
of communication. Various vehicles of media like film, drama,
art, literature and etc will fulfill this function.

 Persuade
The modern communication is based on the concept of
persuasion (influence) with constant beating in an idea or a
message. This constant repetition of an information or
communication is generally an attempt to influence the target
audience on socially related issues.

CHARACTERISTICS OF COMMUNICATION
 Communication should be informative.
 It influences the targeted subjects to buy products or services.
 It generates enthusiasm in the minds of the targeted subjects
to develop or modify views on particular issues.
 Communication changes the opinions of the targeted audience
regarding various social issues, code of beliefs and prohibited.
 Individuals and non-business organizations can also indulge in
mass communication exercises to build image in the minds of
the masses
 Decisions taken by the Government and Organizations use
communication to target their customers and social groups of
the society

UNDERSTANDING COMMUNICATION
As getting into communication age, where information, travels as
fast as light, communication and its tools have acquired a cutting
edge. It is hence, necessary to understand the theory and concept
of communication, its tools and how to put them to best use. In
communication, this age is referred to as „ICE‟ age- that is the age
of information, communication and Entertainment.

Communication is in fact, the very essence of life. The need and
the urge to communicate are as basic to mankind as the need for
food, clothing and shelter. In fact, man could possibly do without
food and water, but not without communicating with fellow beings.
In real meaning, communication is man‟s real „sixth sense,‟ for
this involves an active use and union of the five senses. To be an
effective communicator, one needs to posses “an eye for detail, a
nose for news, an ear to listen, a touch and a feeling for the right
word and a taste for clarity and briefness”.

Communication has an impact on the senses, mainly eyes and
ears. This is the reason why communication basically remains and
retains its essentially audio-visual character even today. However,
communication has another side too, it‟s a double-edge weapon.
The means of mass communication, which reach out to millions of
people, if not handled properly, have the possible to allow a
negative and disturbing influence too.

PROCESS OF COMMUNICATION
The communication process consists of a message being sent
and received. The message may be verbal or non-verbal. The
same basic principles apply whether humans, animals, other
forms of life, or combinations of these are involved. Effective
communication involves a message being sent and received.
Added to this however, is the element of feedback to ensure
that the message sent was received exactly as intended

This concept may be illustrated using the three-step communications model.
 First, as the sender, we formulate the message we plan to
communicate.
 Second, we consider possible barriers that may affect the
message. External barriers such as noise must also be
considered

 Third, we encode the message; that put the message into the
words we want to use.
 Finally we clearly communicate the message.
 The receivers will first hear and/or see the message we sent.
 Then the receiver decodes the message through the use of
mental images.
 Next, the receiver interprets the message.
 To get feedback, the receiver responds questions

ELEMENTS OF COMMUNICATION
In order to better understand the communication process, the
process can be divided into a series of elements and each of
these elements serves an important function in the overall
process

Source: The source is a person who imagines, creates and
sends the message. The person conveys the message with the
audience through voice and body language that is verbal and
non verbal. The person first determines the message; „what to
say and how to say it‟.

Message: The message motivates the meaning produced by the
source for the receiver. When one plan to communicate, his
content has to consist what he is going to communicate
through writing, speech and body language.

Channel: The way through which the message travel between
sender and receiver is called channel. That is, when we speak
or write, we use public speaker or paper respectively, similarly
when we are silent; body language will act as channel and
conveys the message.

Receiver: The receiver is one who receives the message from
the sender (source), analyzing and interpreting the message,
which is proposed and planned by the sender (source).

Feedback: When the sender (source), sends the message
without any mistake through proper channel and if the received
message is understood by the receiver without any mistake
then receiver respond to the sender (source) accordingly is
called feedback.

Environment: The environment involves the physical and
psychological aspects of the communication situation. That is,
at what situation the sender (source) sends the message or at
what situation the receiver receives the message

Context : The context involves the setting, scene and
opportunity of the individuals involved in the communication
interaction. Context is all about what people expect from each
other, and often create those expectations out of
environmental cues. Context plays a very important role in
communication, particularly across cultures.

 Noise: In all communication, there is a sender, a message and
a receiver. The sender encodes a message and the receiver
decodes it, when there is a disturbance during encoding or
decoding or in the channel, then it is called as noise, e.g.,
misunderstanding of a particular message.

MODEL OF COMMUNICATION
 Aristotle‟s Communication Model
Aristotle, a great philosopher initiative the earliest mass
communication model called “Aristotle‟s Model of
Communication”. He proposed model before 300 B.C who
found the importance of audience role in communication chain
in his communication model. This model is more focused on
public speaking than interpersonal communication.

Aristotle Model of Communication is formed with 5 basic elements
(i) Speaker
(ii) Speech
(iii) Occasion
(iv) Audience
(v) Effect
Aristotle advises speakers to build speech for different audience
on different time (occasion) and for different effects.

Speaker plays an important role in Public speaking. The
speaker must prepare his speech and analysis audience
needs before he enters into the stage. His words should
influence in audience mind and persuade their thoughts
towards him.

Even if the model is speaker oriented and focuses on audience
interaction in communication, there is no concept of
feedbacks.
For instance, a politician (speaker) gives a speech to get votes
from the civilians (audience) at the time of election (occasion).
The civilians only vote if they are influenced by the things the
politician says in his speech so the content must be very
impressive to influence the mass and the speaker must design
the message very carefully.

EXAMPLE
Alexander gave brave speech to his soldiers in the war field to
defeat Persian Empire.
 Speaker – Alexander
 Speech – about his invasion
 Occasion – War field
 Audience – Soldiers
 Effect – To defeat Persia

SHANNON AND WEAVER
 In 1948, Shannon was an American mathematician, Electronic
engineer and Weaver was an American scientist both of them
join together to write an article in “Bell System Technical
Journal” called “A Mathematical Theory of Communication” and
also called as “Shannon-Weaver model of communication”.
 This model is specially designed to develop the effective
communication between sender and receiver. Also they find
factors which affecting the communication process called
“Noise”. At first the model was developed to improve the
Technical communication. Later it‟s widely applied in the field
of Communication

SHANNON AND WEAVER
The model deals with various concepts like Information source,
transmitter, Noise, channel, message, receiver, channel,
information destination, encode and decode.

SHANNON AND WEAVER
 Sender : The originator of message or the information source
selects desire message
 Encoder : The transmitter which converts the message into
signals
 Note: The sender‟s messages converted into signals like waves
or Binary data which is compactable to transmit the messages
through cables or satellites. For example: In telephone the
voice is converted into wave signals and it transmits through
cables
 Decoder : The reception place of the signal which converts
signals into message. A reverse process of encode

SHANNON AND WEAVER
Note : The receiver converts those binary data or waves into
message which is comfortable and understandable for receiver.
Otherwise receiver can‟t receive the exact message and it will
affect the effective communication between sender and
receiver
 Receiver : The destination of the message from sender

SHANNON AND WEAVER
 Note : Based on the decoded message the receiver gives their feed
back to sender. If the message distracted by noise it will affect the
communication flow between sender and receiver
 Noise: The messages are transferred from encoder to decoder
through channel. During this process the messages may distracted or
affected by physical noise like horn sounds, thunder and crowd noise
or encoded signals may distract in the channel during the
transmission process which affect the communication flow or the
receiver may not receive the correct message
 Note : The model is clearly deals with external noises only which
affect the messages or signals from external sources. For example: If
there is any problems occur in network which directly affect the
mobile phone communication or distract the messages

SHANNON AND WEAVER
Practical Example of Shannon-Weaver model of communication
 Thomson made call to his assistant “come here I want to see you”. During
his call, noise appeared (transmission error) and his assistant received “I
want” only. Again Assistant asked Thomson (feedback) “what do you want
Thomson”.
 Sender : Thomson
 Encoder : Telephone (Thomson)
 Channel : Cable
 Noise : Distraction in voice
 Reception : Telephone (Assistant)
 Receiver : Assistant.
Due to transmission error or
noise, Assistant can‟t able
to understand Thomson‟s
messages.
*The noise which affect the
communication flow
between them.

Schramm‟s Model of communication
Wilbur Schramm, a well-known communication theorist,
developed a straightforward communications model in his book
“The Process and Effects of Mass Communications“. In the
model, Schramm shown as Aristotle did, that communication
always requires three elements – the source, the message and
the destination. Ideally, the source encodes a message and
transmits it to its destination via some channels, where the
message is received and decoded. Schramm‟s Model of
Communication was postulated by Wilbur Schramm in 1954,
where he suggested that communication is a two-way process
where both sender and receiver take turns to send and receive
a message.

Fundamentals of visual communication unit I

Fundamentals of visual communication unit I

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