Microsoft Word Revised Syllabus Ver doc

Need for Communication
A human being's use for communication is as strong and as basic as the need to eat, 
sleep and love. It is both a natural individual demand and a requirement of social existence to 
use communication resources in order to engage in the sharing of experiences, through 
'symbol mediated interaction'. Communication involves active interaction with our 
environments - physical, biological and social. Deprived of this interaction we would not be 
aware of whether we are safe or hungry. However most of us take this interaction and this 
relationship for granted, unless we experience some deprivation of it. When that happens we 
adopt ourselves to the environment so that we don't lose touch, in both the literal and 
figurative sense. For, to lose touch is to suffer isolation.
The basic human need for communication can perhaps be traced to the process of 
mankind's evolution from lower species. Animals for instance, have to be in sensory 
communication with their physical and biological surroundings to find food, protect 
themselves and reproduce their species. A loss of sensation - the inability to hear a predator 

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for instance - com means loss of life. Similarly, to be lost from primitive social 
communication - from the pack, from the herd or the tribe - is to be condemned to death'.
Mass Communication
Group communication has been extended by the tools of mass communication; the 
books, the press, the cinema, the radio, television, video and the internet. Mass 
communication is generally identified with these modern mass media, but it must be noted 
these media or processes must not be taken for the phenomenon of communication itself;
Communication is the act of transmitting information, ideas and attitudes from one 
person to another. The study of communication involved two aspects - a broad 
comprehension of the mechanical means and the underlying theories of the communication 
and more important, an understanding of how we use these tools in our daily round of 
informing, influencing inspiring, convincing, frightening and entertaining one another.
Each of us communicates with another individual by directing a message to one or 
more of his sense - sight, sound, touch, taste or smell. This is as interpersonal communication 
in contrast with interpersonal communication in which a person talks himself. The more 
effectively we select and deliver those words, the better our communication.
Mass communication - the process of delivering information, ideas and attitudes to a 
sizable and diversified audience through use of media developed for that purpose.
The art of mass communication is much more difficult than that of face-to-face 
discussion. The communicator who is addressing thousands of different personalities at the 
same time cannot adjust an appeal to meet their individual reactions. An approach that 
convinces part of the audience may alienate another group. The successful mass 
communicator is one who finds the right method of expression to establish empathy with the 
longest possible numbers of individual in the audience. Although this audience many number 
in the millions, the contact fundamentally is between too individuals, the mind of the 
communicator must be in touch with the mind of each recipient. Successful mass 
communications is person-to-person contact repeated thousands of times simultaneously.