NTA Level 4 • Semester 1 • PST04106

Media of Communication

Communication Skills • Source Session/Topic 2

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Session 2: Media of Communication

Total Session Time: 120minutes + 2 hours Assignment

Prerequisites

• None

Students LearningTasks

By the end of this session students are expected to be able to:

• Define media of communication

• Explain types of communication media

• Explain advantages and disadvantages of communication media

• Describe factors influencing choice/selection of communication media

Resources Needed

• Flip charts, marker pens, and masking tape

• Black/white board and chalk/whiteboard markers

• Computer and LCD Projector

SESSION OVERVIEW

SESSION CONTENTS

STEP1: Presentation of Session Title and Learning Tasks (5 minutes)

READ or ASK students to read the learning tasks and clarify

ASK students if they have questions before continuing

STEP 2: Media of Communication (10 minutes)

|Activity: Brainstorming (5 minutes) |

| |

|Ask students to brainstorm on the following question: |

| |

|What are the media of communication? |

| |

|ALLOW few students to respond |

| |

|WRITE their responses on the flip chart/ board |

| |

|CLARIFY and SUMMARISE by using the content below |

Media of communication are those channels that the message passes to get to

the target receiver or audience.

STEP 3: Types of Media of Communication (15 minutes)

Some of the commonly used media are;

• Written medium: Involve transmitting a message in a written form, for

examples; Books, articles, letters, newspapers, memos, reports, email,

notes,short text messages and social media

• Visual medium: Relies on the eye for impression and information, for

examples; use of diagrams, symbols, posters, pictures, billboards,

projected images and sign languages

• Oral medium: Message is passed by words of mouth, for examples; Telephone

calls, face to face conversation, radio broadcast, group discussion and

speeches

• Audio medium: This involves electronic media employing sound signals, for

example the use of radio

• Audio-visual medium: This involves electronic media employing a

combination of sight and sound signals (Audience can see and hear), for

examples; Television, teleconferencing and films

STEP 4: Advantages and Disadvantages of Communication Media(35 minutes)

|Activity: Buzzing (10 minutes) |

|ASK students to pair up and buzz on the following question for 2 |

|minutes |

| |

|What are the advantages and disadvantages of each communication medium?|

| |

|ALLOW few pairs to respond and let other pairs to add on points not |

|mentioned |

| |

|WRITE their response on the flip chart/board |

| |

|CLARIFY and SUMMARIZE by using the content below |

Written medium

Advantages:

• It provides a permanent record of information

• It is widely accessed compared to other media

• Facilitates organisational performance by standardisation of standards,

formalisation of appointments and delegation of duties

• It binds legally-whatever is agreed in on, put in writing and signed

becomes a formal commitment supported by the Laws

Disadvantages:

• Costly in terms of time, energy, material and logistics

• Quick clarification is not available (feedback)

• Requires skills and competence in the use of language and vocabulary

Visual medium

Advantages:

• Wide reach

• Simple, high status with standardised meaning

• Saves time

Disadvantages:

• They are risky-based on the trust that the audience has a capacity to

interpret signs intended by a sender

Oral medium

Advantages:

• Provides high level of understanding and transparency

• Flexible- adjustments and changes can be done during presentation

• Feedback can be given immediately

• It is cheap

• It is a common medium used in conflict resolution

• It promote friendly relation

• Better medium for transmitting private and confidential information

Disadvantages:

• Has no immediate permanent records,

• It rely only on oral communication which may not be sufficient in

business settings

• It is less authentic than written medium

Audio medium

Advantages:

• Medium to wide reach

• High status

• Good for simple messages and slogans

• Relatively inexpensive (compared to Audio-visual media

• Can help to generate interests, awareness and excitement

Disadvantages

• Programmes not always on at convenient times

• No room for interaction

• Audio only, no visual communication

Audio-visual medium

Advantages:

• Self-sufficient-it employs visual image back-up for audio presentation

• It has long lasting impact (images aid retention)

• It has broader catchment

Disadvantages:

• Limited chances for clarification and feedback

• Risks of communication breakdown

• Expensive

• Not everyone has a television set

• Programmes not always on at convenient times

STEP 5: Factors Influencing Choice of Communication Media (40 minutes)

|Activity: Small Group discussion (30 minutes) |

| |

|DIVIDE students into small manageable groups |

| |

|ASK students to discuss on the following question |

| |

|What are the factors influencing the choice of communication media? |

| |

|ALLOW students to discuss for 15 minutes |

| |

|ALLOW few groups to present and the rest to add points not mentioned |

| |

|WRITE their response on the flip chart/board |

| |

|CLARIFY and SUMMARIZE by using the content below |

The following are factors to be considered when choosing medium of

communication:

Reliability

Effective communication is that which links the sender and the audience

well.

One should consider the channel chosen is reliable.

For example it is pointless to send a message that will not be delivered to

the intended recipient.

Receiver

The choice of media of communication should be appropriate to the receiver.

For example, understanding the capacity and interest of audience, literacy

level,

Other consideration can include gender, social status, cultural background,

etc.

Relationship with the receiver

Consider whether the receiver is senior or junior or both of the same rank.

Level of Formality

Some kinds of communication are more formal than others and demand a more

formal way of sending than others

For example; Orders and requests must be sent using formal letters and not

oral or visual communication

Confidentiality

Some messages are confidential and should be read or heard only by intended

recipients.

For example; the results of the medical test on HIV/AIDS are meant for

patient only, unless he decides to release them to other people.There are

other information that has to be kept confidential. When one aims at

secrecy, letter will achieve the aim. In other communication systems,

secrecy may leak out to unwanted persons.

Cost

Some media of communication are more expensive than others

For example; a short local telephone call is cheaper than a letter in terms

of typing and stationary used and postage. Therefore before adopting any

system, the expenses in different means may also be considered. The

material cost (stationery) and labour cost in preparing the letter, making

a phone call, writing e-mail or using television programmes should be

considered.

Speed

The urgency of the message is also considered during choosing the medium of

communication.

Oral communication can be faster compared to writing a letter.One must

speed up the transmission of message on the basis of importance and urgency

of transaction. If the party is available in the transacted place, oral

communication is enough. If the party is not around that place, telephonic

message is good. If the matter is not urgent, a mere letter will be

sufficient.

Accuracy

If the accuracy of the message is the prime motive, written media will

serve the purpose for example using emails or letter. Telephonic

conversation might be misheard by the other party. Therefore, the

communication medium which is selected should ensure accuracy in the

transmission of messages.

Record

Record of the message is essential and is possible only if it is in

writing. For this purpose, duplicate copies of the letters can be preserved

and they are good proof against disputes, relating to the information, in

future. There is no record for oral communication.

Distance

Distance between the persons who are parties to communication is an

important factor. If distance is too short, face to face communication is

suitable. If there is distance, message can be transmitted through phone or

telegram or letter.

STEP 6: Key Points (5 minutes)

• Media of communication are those channels that the message passes to get

to the target receiver or audience.

• Types of media communication include written, visual, oral and audio

visual.

• There is no single ‘right’ medium for the choice of communication medium,

because they all have advantages and disadvantages to be considered.

• There are several factors to consider while choosing a media of

communication such as confidentiality, cost, urgency and accuracy just to

mention a few.

STEP 7: Evaluation (5 minutes)

• What is media of communication?

• What are the types of communication media?

• What are advantages and disadvantages of different types of media?

• What are the factors influencing choice of communication media?

STEP 8: Assignment (5 minutes)

|Activity: Take Home Assignment (5 minutes) |

| |

|DIVIDE students in groups or individuals |

| |

|ASK the students to work on the following assignment |

|Prepare a message to be communicated and choose appropriate medium of |

|communication. Give reasons for selecting such medium |

| |

|ALLOCATE time for students to do the assignments and submit |

| |

|REFER students to recommended reference |

References

Burger,B.A. (2009) Communication skills for pharmacist; building

relationships, improving patient care (4th ed.). New York:

American pharmacist association

Burnard, P. (1992). A communication skills guide for health care workers

(1sted.). London: Edward Anorld

Hubley, J (1993)Communicating Health. An action guide to health education

and health promotion (1sted.). London: Macmillan

Kadeghe, M. (2005) Communication skills; theory and practice (3rded.). Dar

essalaam: Afroplus Industries Ltd.

Kariuki, M. K.&Munga, E. C. (2011) Fundamentals of communication skills

(1sted.). Mwanza: Victoria Education Promotional Centre Ltd.

Kurtz, S. Silnerman,J.& Draper, J. (1998) Teaching and learning

communication skills in medicine (1st ed.). London: Raddiffe Medical

Place Ltd.

Mahundu, C.M. (1999). A manual on communication skills (1sted.). Ndanda:

Benedictine Publishers

Pitt, B. (1991). Health, teacher’s diploma communication. Harare: MOH

Rungapaidiachy, D. M. (1999) Interpersonal communication and psychology

(1st ed.). Massachusetts: Butterworth-Heinemann

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