Media and Communication TechnologyClass 11 Human Ecology and Family Sciences Part 1 NCERT Solutions
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Q1Review Questions
What do you understand by the term communication? What are the various modes of verbal and non-verbal communication?
Solution
Communication is the process of sharing and transmitting thoughts, feelings, ideas, and information through various mediums. Its origin from the Latin word 'communis' (meaning common) highlights that effective communication involves creating a shared understanding of the message between the communicator and the receiver. It is a continuous process that is fundamental to all areas of social life, including home, school, and the community.
Communication can be broadly categorised into verbal and non-verbal modes.
Verbal Communication:
This mode uses auditory means to convey messages. It includes:
- Speaking
- Singing
- Tone of voice
Non-Verbal Communication:
This mode involves conveying messages without the use of spoken words. The various forms of non-verbal communication are:
- Body Language: Gestures, posture, and disposition.
- Facial Expressions: Conveying emotions through facial movements.
- Eye Contact: Indicating attention, interest, and honesty.
- Touch (Haptics): Communicating through physical contact.
- Para-language: Vocal cues like pitch, volume, and intonation that accompany speech.
- Written Text: Communicating through writing.
- Appearance: Clothing and hairstyles.
- Symbols and Signs: Using objects, architecture, or signals like smoke signals to convey meaning.
Q2Review Questions
Explain the process of communication with the help of an example.
Solution
The process of communication can be understood using the 'SMCRE Model', which consists of six basic elements arranged in a definite order to complete a cycle.
The Elements of the SMCRE Model:
- Source (S): The person who initiates the communication process. The source is responsible for creating and sending the message.
- Message (M): The content or information that the source wishes to convey to the receiver. A good message should be simple, clear, specific, and appropriate for the receiver.
- Channel (C): The medium through which the message flows from the source to the receiver. Channels can be interpersonal (face-to-face) or mass media (radio, TV).
- Receiver (R): The intended audience or target of the message. The more homogeneous the receiver group, the greater the chances of successful communication.
- Effect (E) of Communication (Feedback): The response of the receiver to the message. Feedback is crucial as it indicates whether the message was understood as intended. If the response is not as desired, the source may need to modify the message and repeat the process.
Example: A Teacher in a Classroom
Let us consider a teacher explaining a lesson to students.
- Source: The teacher is the source who initiates the communication.
- Message: The lesson content, facts, and concepts being taught.
- Channel: The channel is primarily face-to-face, using verbal communication (speaking) and non-verbal cues (gestures, writing on the board). Audio-visual aids could also be used.
- Receiver: The students are the receivers of the message.
- Effect (Feedback): At the end of the lesson, the teacher asks questions to check for understanding. The students' answers serve as feedback. If the students answer correctly, the communication is successful. If they are confused, it indicates that the communication was not effective, and the teacher needs to re-explain the topic, thus restarting the communication cycle.
Q3Review Questions
"The more the number of senses involved in the communication process, the more effective and sustainable is the communication". Write your comments with justification.
Solution
This statement is accurate. Communication becomes significantly more effective and its impact more lasting when it engages multiple human senses. The involvement of more senses enhances understanding, improves retention, and makes the information more interesting and memorable for the receiver.
The justification for this is based on how people process and retain information:
- Single Sense Involvement: When only one sense is used, retention is relatively low. For example, people retain only about 10% of what they read (sight) and remember about 20-25% of what they hear (sound).
- Multi-sensory Involvement: The effectiveness of communication increases dramatically when more than one sense is engaged. People can remember 50% or more of what they have both seen and heard (audio-visual). This is why learning from a television programme or a live dance performance is often easier and more engaging than simply reading about it in a book.
- Involvement with Action: The highest level of retention is achieved when the receiver is actively involved. People remember 90% or more of what they have seen, heard, and done. This combination of audio-visual input with kinesthetic activity makes the learning experience more concrete and permanent.
Therefore, communication methods that use audio-visual aids like television, multimedia, and practical demonstrations are more effective than those relying solely on audio (like radio) or text (like a book). Engaging multiple senses makes the message clearer, more understandable, and ensures that it is retained for a longer period, thus making the communication more sustainable.
Q4Review Questions
How does media affect our day-to-day life? Enumerate the different types of media.
Solution
Media has become an integral part of our daily lives and influences us in numerous ways by performing several key functions:
- Information and Education: Media is a primary source of information about local, national, and global events. Newspapers, TV news, and the internet keep us informed. It also serves as an educational tool, enriching our learning experiences.
- Entertainment: Media provides a wide range of entertainment options, from folk traditions to modern DTH telecasts, helping in recreation and relaxation.
- Persuasion and Motivation: Through advertisements, campaigns, and editorials, media persuades and motivates us to adopt certain ideas, buy products, or support social causes.
- Transmission of Values: Media plays a role in shaping societal norms and transmitting cultural and social values. For instance, cartoon films and puppetry can be used to teach moral values to children.
- Behavioural Change: Media is a powerful vehicle for extension activities in fields like health, literacy, and environmental issues, encouraging behavioural changes among the target audience.
- Coordination and Development: Modern interactive media technologies have made it easier to coordinate large projects over vast distances, thereby accelerating the pace of national development.
Types of Media:
Media can be classified into two broad categories:
-
Traditional Media: These are indigenous channels of communication that have been used for centuries, and they remain highly effective, especially in rural and remote areas. Examples include:
- Folk media like puppetry, folk dances (Bhangra, Garba), and folk theatre (Jatra, Ramleela).
- Oral literature and musical forms like folk songs.
- Fairs, festivals, and social rituals.
- Basic print media such as charts, posters, and local publications.
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Modern Media: These media forms utilise advanced technology for mass communication. Examples include:
- Electronic Media: Radio, satellite television, films, audio cassettes, and compact disks.
- Digital Media: Computers, the internet, mobile phones, video conferencing, and multimedia.
- Modern Print Media: Newspapers, magazines, and journals produced with modern printing technology.
Q5Review Questions
How is the term communication technologies defined? Discuss two important communication technologies that have brought a revolution in the communication arena, giving justification for your answer.
Solution
Communication technology refers to the various technologies that are developed and used to handle information and facilitate communication. It encompasses the hardware, organisational structures, and social values that allow individuals to collect, process, and exchange information. These technologies are used to transmit data, which can be either in analogue (electronic signals) or digital form. They can be broadly classified into cable-based technologies (like landline telephones) and wireless technologies (like radio and mobile phones).
Two communication technologies that have revolutionised the communication arena are Radio and Television.
1. Radio:
Radio brought about a revolution due to its immense reach and accessibility. Its key features are:
- Universal Audience: Radio transcends barriers of geography, income, education, age, and gender, reaching a universal audience.
- Overcoming Barriers: Through live or simulated broadcasts, it can overcome the limitations of time and space, bringing events to listeners as they happen.
- Reach in Remote Areas: The development of small, portable transistors made it possible for radio signals to be received in the most remote parts of the country, connecting isolated communities to the wider world.
Justification: The radio's ability to disseminate information quickly and to a vast, diverse, and geographically dispersed audience, including illiterate populations, made it a revolutionary tool for mass communication, education, and national integration.
2. Television (TV):
Television revolutionised communication by combining audio and visual elements, creating a powerful and engaging medium. Its impact is justified by:
- Audio-Visual Impact: TV uses techniques like visual magnification, sound amplification, split screens, and zooming to create a strong impact on the viewer, making information more understandable and memorable.
- Educational and Developmental Role: In India, TV was introduced with the primary objective of promoting education and rural development. Its engaging format makes learning interesting and effective.
- Mass Influence: As an audio-visual medium, television has a profound influence on culture, public opinion, and social behaviour, making it a highly effective tool for mass persuasion and entertainment.
Justification: Television's ability to provide a rich, multi-sensory experience strengthens the message's impact, making it a more effective medium than radio or print for education, entertainment, and influencing public opinion on a mass scale.