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4.3.5 Channels of Communication
- A channel is the medium of communication through which the information flows from a sender to receiver/s. They are the bridges between the sender and receiver of messages. - Electronic media and print media are some of the popular media. - As society transforms from traditional to modern, emphasis changes from oral to media system of communication. - Selection of channel depends on the nature of message, intention of communication, size of the audience and their geographic distribution , the nature of the community , time available and budget provisions. - Use of a combination of channels simultaneously and in quick succession has been found to have a more lasting and meaningful impact on the audience. - Channels can be classified in many ways as follows – a. According to form : Spoken or written b. According to nature of personnel involved : - Personal localite : Local leaders and local people belonging to the receivers’ own social system. - Personal cosmopolite : Channels from outside the receivers’ social system like extension personnel . - Impersonal cosmopolite : Channels from outside the social system of the receivers and at the same time no face to face communication is involved. Eg.: mass media. c. According to the number of people contacted: individual contact, group contact and mass contact. - Many obstructions can enter into the channels and these are referred to as noise. Noise refes to some of the obstructions that prevent the message from being carried over clearly to the audience. Noise emerges from a wide range of sources and causes. |