COMMUNICATION AND ADOPTION 3(3+0)

Lesson 13 : Elements of Communication

Source

Source is the originator of message who is an individual of formal or informal institution and initiates a message. In other words, source is a person who starts the process of communication. Several things determine how a source will successfully operate in communication process. This includes the communication skills of the source like abilities to speak and think; and create visual messages; the attitude towards audience, the subject matter content and towards oneself; the knowledge regarding the subject and the audience; and finally, the roles and norms that shape the communication behaviour in context to the social and cultural background of the source and the audience.