Hypodermic needle or magic bullet theory

This theory was propounded  after  world war 1. This theory states sees media as a powerful entity whereas audience are week and passive . They  easily accept whatever  is shot at them by media.
This theory states that mass media has a powerful influence on the mass audience and it can easily control and change the behavior of its audience. It suggests that mass media can influence  a large number of people directly and uniformly. Media just shot and inject a  message into receiver ’s head and get  a desired response.
Thus the theory clearly states that the intended message  is directly recived and   accepted by the receiver.In mid 1930’s media scholars found the first theory on Media Effects and the Media Behaviors. During second world wars media plays a vital role in both United States and Germany to made influence in the people’s mind. This theory was propounded  after  world war 1. This theory states sees media as a powerful entity whereas audience are week and passive . They  easily accept whatever  is shot at them by media.This theory states that mass media has a powerful influence on the mass audience and it can easily control and change the behavior of its audience. It suggests that mass media can influence  a large number of people directly and uniformly. Media just shot and inject a  message into receiver ’s head and get  a desired response.
Examples:The Germany Hitler’s Nazi used film industry for Propaganda and they produced lots of movies about their achievements which made a great impact in Germans mind. Later the United States also used its own Hollywood and produced films like “Its Happened one night”, “It’s a wonderful life” and Mr. Smith goes to Washington” to portrait Germany as Evil force which also made impact in Americans Mind. Here media audience accepts the messages directly without any rejection.Thus the theory clearly states that the intended message  is directly recived and   accepted by the receiver.In late 1920's and early 1930's  The Payne Fund Studies were conducted.  Pyne fund studies reserched  the effect of movies on behavior of children. This research was an inspiration for more  studies related to the effects of movies, television and other media content on children. .

SEVEN C’s of communication-

Seven C’s of communication means seven elements starting with English alphabet C and are essential for the success of communication process. These seven C’s are as follows-

1.     Credibility- Credibility of the sender is very important for the success of communication process. If the source or the sender is credible and receivers have full trust in him, the message will easily be accepted.

2.     Context- context means the environment in which the communicator is sending his message. If the message contradicts with the context, it is likely to be failed. In short context is the setting in which communication takes place.

3.     Content- it is a very important element. It is the subject matter of the communication. Content of the message needs to have some meaning for the receiver. If it is not so, receiver will not receive the message with full zeal.

4.     Clarity- this element indicates that the message should be simple and clear. It should be easy to understand. It should be free from ambiguity.

5.     Consistency- There should be continuity in the message. If the sender will repeatedly send the message at the receiver, the later will be deeply affected.

6.     Channel- Channel means the medium or media through which people communicate. The choice of suitable channel for the receiver is always a benefit for the Sender. The Selection of the Channel that receiver is more likely to use will ensure the success of communication.

7.     Capacity (of the audience) - Capacity means the ability to receive and absorb. Whenever the sender crafts a message, he needs to keep in mind the capacity of the receiver. Communicator should craft a message which the receiver can easily understand. He should keep in mind the abilities and habits of the receiver.

TYPES OF COMMUNICATION-

The types of communication depend upon the number of people involved in the process of communication. Generally communication can be classified in four basic types:-

(i)                Interpersonal communication

(ii)             Intrapersonal communication

(iii)           Group communication

(iv)           Mass communication

(i)                Intrapersonal communication- intrapersonal communication means communication that occurs within an individual. In simpler words taking to ownself is intrapersonal communication. Meditation, prayer and dreaming comes under intrapersonal communication.

(ii)             Interpersonal communication- interpersonal communication is communication between two individual. They can be two friends, two family members or even two strangers. Our relations largely depends upon one to one  or face to face communication.

(iii)           Group communication- group communication includes more than two people. Group communication is mostly formal in nature except for a group of friends and family. In most of the cases group communication is done to achieve some goal. As the size of group increases, the degree of interaction and feedback decreases. Group can be classified into three types:

·         Casual or social group: casual group are people gathered for a family function or a party.

·         Work group: people of same profession gathered for a meeting or seminar.

·         Educational group: Students in a class constitute educational group.

Communication amongst these small groups further develops the society and culture.

(iv)           Mass communication-mass communication as the name suggests is communication with the masses or large number of people. The people involved in this kind of communication can be from different backgrounds, age groups, social environments and cultures. People involved in mass communication never have a direct relationship with each other. The basic element that bounds both of them is a common idea, theme or goal.

Mass communication always needs a big scale mechanism for it to occur. It is done through a particular medium or media collectively. The medium for such communication can be-

Print- newspapers, books, magazines etc., audio- Radio, C.d’s, Audio

COMMUNICATION PROCESS-

 Communication is a process of exchanging verbal and non verbal messages. It is a continuous process.

A number of activities take in the process of communication. As we have already discussed that communication is a process of sending and receiving of messages. So ‘sending’, ‘receiving’ and ‘message’ become the main elements of the process.

But because we have also learnt that communication is not static so for the continuous flow of communication feedback is important.

Thus the key factors of communication are-

1.     Sender/ communicator

2.     Message

3.     Receiver

4.     Feedback

sender sends a message to the receiver, reciver receives it and sends his feedback to the sender again. Thus the cycle of communication continues.

·        Sender: The sender is one who sends a message to the receiver. he is the person who starts the communication process. He is the key factor of communication cycle. A communication cycle is impossible without him. He is also called the communicator.

·        Message- the message is the content. It can be an idea, a feeling, an order or any piece of information that is being sent to receiver. It can be verbal or non verbal. Message is the spirit of the communication process.

·        Receiver: The receiver is the target of the message. It is the one for whom the message is being sent. Receivers can be an individual or a group.

·         Feedback- feedback is the reaction of the receiver. Feedback makes communication meaningful. It is the end-result of an idea and makes communication continuous. Receivers are not just passive absorbers of messages; they receive the message and respond to them. This response of a receiver to sender’s message is called Feedback. Sometimes a feedback could be a non-verbal smiles, sighs etc. Sometimes it is oral.

FUNCTIONS OF COMMUNICATION

communication is interacting, transmitting and sharing of ideas, beliefs and messages. Communication performs two basic functions-

·        Primary function- the primary function of communication is to interact, to share or to inform. It’s the basic function of communication and essential for human existence and growth. Communication’s main idea is to give and receive information. People  need to know what is happening around them. Man is a social animal and needs to know about what is happening in his society. There must be some information about what is going on in the environment which concerns the people.

·        Secondary function- the secondary function takes up a more social shape. The secondary function of communication takes up the form of debates, discussions, persuasions, motivations and entertainment. Persuasion may be defined as an effort ‘to influence the attitudes, feelings, or beliefs of others, or to influence actions based on those attitudes, feelings, or beliefs. According to Berlo, the sole purpose of communication is to influence people. The secondary function includes Informing, Controling, Persuading and co-ordinating. Thus it  is more important to grow as mass society. Culture and heritage develops due to this function of communication.

Communication meaning and definitions

• MEANING – Literal meaning of communication is “a common sharing of information”. Communication is the basic need of human beings. It plays a very crucial role in human life. Communication simply means ‘to communicate’ .In fact, communication is the reason for human existence. There are different forms of communication through which the intentions of people can be passed across to another. Without communication, life is impossible The ability to communicate is the primary factor that distinguishes human beings from animals. Communication is a process in which individuals share views and exchange ideas. It is the activity of conveying information. Communication has been derived from the Latin word "communis", meaning to make common. Commonality is the essence of communication whenever two people communicate they finally reach towards a common idea or goal. Thus; communication is a conscious attempt to share information, ideas, attitudes, and the like with others. Communication is defined as a process by which information is exchanged between individuals through a common system of symbols, signs, or words. Communication was born with the mankind. Early man used to communicate through signs & symbols. With the pessage of time, he developed language and script to communicate well. Communication is giving, receiving or exchanging ideas, information, signals or messages through appropriate media, enabling individuals or groups to persuade, to seek information, to give information or to express emotions. Thus communication is essential for human survival and important for the development of the individual. Definitions- Many people see communication as a process of sending and receiving messages. Communication scholars and practitioners tried to describe, predict, and understand communication phenomena. Some of them are given below- • According to Wilbur Schramm, “Communication is the sharing of experience on the basis of commonness”. • According to Webster's Dictionary as "sending, giving, or exchanging information and ideas," this is often expressed nonverbally and verbally. • Shannon & Weaver define communication as: “all the procedures by which one mind may affect another. This … involves not only written and oral speech, but also music, the pictorial arts, the theatre, the ballet, and in fact all human behaviour”. • Denis Mc Quail, "Communication is a process which increases commonality and also requires elements of commonality for it to occur at all. Various factors contribute to bringing about the commonality the shared symbolic environment and a social relationship among those who participate in communication are the pre-requisites for communication." • A.W. VAN DE BAN and H. Stuart Hawkins, commonly known as Ban & Hawkins defined Communication as the process of sending and receiving messages through channels which establish common meaning between a source and a receiver. • According to Rogers and Shoemaker, communication is the process by which messages are transferred from a source to a receiver. • Fred G. Meyer. “Communication is the intercourse by words, letters or messages” • G.G. Brown. Communication is transfer of information from one person to another, whether or not it elicits confidence. • Dhama and Bhatnagar define communication as a process of social interaction, i.e. in a communication situation two or more individuals interact.`` • Roger states that ‘communication is a process in which participants create and share information with one another in order to reach a mutual understanding’

Lessons in News Writing