6.1.2.1. The process of communication

Communication is the process of transferring information or content from a sender to a receiver with the use of a medium. It involves flexibility to exchange information using several methods in which the information is correctly, clearly and completely understood by both sender and receiver. It also takes the feedback of the audience on the message sent for further planning in the same way as carrying out market surveys before launching a product in the market.

The communication process is essentially about the exchange of information. It starts with a sender, who creates a message and selects a medium (like spoken or written words) to convey this message to a receiver. It’s crucial that the message is clear, so both the sender and the receiver have the same understanding. Feedback from the receiver indicates whether the communication was successful or if adjustments are needed. This part of the process works similarly to how companies conduct surveys to gather consumer feedback before launching new products.

Think of a teacher explaining a math problem to students. The teacher (sender) presents the math problem (message) through spoken words (medium). If the students don’t understand, they may raise their hands or ask questions (feedback). The teacher can then clarify the concepts based on their response, just like a company would adjust its product based on customer feedback.

Let us see the sequence in which the communication events occur. One way to describe it is as follows: Who says, what, to whom, when, in what manner, under what circumstances and with what effect.

This description outlines the critical elements involved in communication: the sender (who), the message (what), the receiver (to whom), the timing (when), the delivery method (in what manner), the context (under what circumstances), and the outcome (with what effect). Understanding these elements helps in analyzing and improving the communication process.

Imagine a news broadcaster delivering a report. The broadcaster (who) uses a specific story or information (what) to inform the viewers (to whom) during a scheduled news time (when) on television (in what manner) about local events (under what circumstances) and aims to inform and entertain them (with what effect).

The basic elements of any communication process in general are arranged in a definite order to complete the cycle. Six elements have to be handled skillfully for effective and successful communication and can be easily understood by “The SMCRE Model” of communication: SOURCE, MESSAGE, CHANNEL, RECEIVER, EFFECT OF COMMUNICATION (Feedback or Audience Response).

The SMCRE model outlines the key components necessary for effective communication: the SOURCE (the sender of the message), MESSAGE (the content being communicated), CHANNEL (the medium used), RECEIVER (the audience), and the EFFECT, which includes feedback that allows the sender to understand how the message was received. Each element plays a significant role in ensuring that the communication is effective.

Consider a marketing campaign. The company (source) sends advertisements (message) through social media platforms (channel) to potential customers (receivers). The responses in the form of clicks, comments, or purchases (effect/feedback) inform the company about the effectiveness of their campaign, allowing them to adjust their strategies accordingly.

A communication process is incomplete unless the response to the message is received. It is the initiating step as well as the terminating element in any communication process. Termination occurs when the response to the message is the same as expected. In such a situation, since the objective is achieved, the cycle is complete.

Feedback is essential because it indicates whether the communication was understood as intended. Without feedback, the sender cannot know if their message was effective. Successful communication completes a cycle when the receiver's response aligns with what the sender hoped to achieve. If the response differs, it triggers a re-evaluation of the message and potentially re-communicates it.

Think about a teacher who assigns a project and later asks students for their thoughts on the project instructions. If students say they understood everything well, the teacher knows the communication was effective, completing the cycle. But if many students express confusion about the project details, the teacher recognizes that the message wasn’t clear and may need to adjust their explanations.

--