Page 87 - DLIS408_INFORMATION_TECHNOLOGY-APPLICATIONSL SCIENCES

Information Technology and Application

Notes arouse needs in the receiver and suggest some ways out to satisfy these needs. Only then it can
create the desired response.
However, communication should not be confused with mass communication, while communication
is the activity of sharing, giving, imparting, receiving information, mass communication ‘is a
process in which professional communicators use communication media to disseminate messages
widely, rapidly, simultaneously and continuously to arouse intended meanings in large and
diverse audiences in an attempt to influence them in a variety of ways’.
Communication is a required skill at every level of organizational functioning. The effectiveness,
with which a person will be able to perform in almost any organization, whether social,
governmental or commercial, will depend in large measure upon the ability to communicate
effectively.

Communication through Arbitrary Symbols
The civilization is reflected in three priceless possessions of mankind, the first is the human ability
to think, the other is his innate capacity to communicate and the third is his species’ specific
competence to acquire and use the arbitrary symbols system of language. The gifts of civilization
and all the branches of human knowledge have their origin from this ability to think in abstract
and to communicate these thoughts through symbols of the language. Above all the other media
of communication, language is the most significant because the human knowledge and relationships
are gathered, stored and imparted through it. The process of communication permits us to use and
reuse the experiences and knowledge from the past into the present and make it ready for use in
future with the help of the symbols of communication, which stand for some abstract idea.

Task Define the transmitter and receiver in oral communication.

Human Interactions through Communication

Communication is the means by which people can contact with one another. The society in general
or an organization of any type cannot exist without the relations that are built and strengthened by
communication.
Throughout our lives, we are involved in communication situations.

Notes When we listen to the radio or watch the TV and films, when we buy or sell the
products or services, when we manage our business and when we are involved in
any other activity, we are invariably involved in communication situation.
When we talk and work with our colleagues, friends, subordinates, superiors, experts, teachers,
students, family members and with the people in all walks of life, when we read and /or write the
books, pamphlets, periodicals, special journals, reports, letters, memos, newspaper, etc. when we
listen to or deliver speeches.

Communication Technology and Media
Human Behaviour is dominated by communication in all aspects of life to such an extent that we
can aptly call him as a communicating creature. He has applied advanced science and technology
of the tremendous development of communication system. With the help of dramatic inventions
like printing press, telephone, telegraph, radar, telephoto, radio, television and many others
device; we have made our modern communication instantaneous and effective.
The advanced technology of mass and telecommunication has attracted the attention of the experts
and specialists in many fields. The artists, poets, writers, artisans, architects, etc., are exposed to

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