Notes

Communication is a two-way process. In the first phase of the communication process, the person wishing to communicate (the sender of the message), disseminates (sends) a message to his or her audience. The audience is the receiver of the message. In the second phase of the communication process, the receiver sends another message or response to the initial sender of the message. This message by the receiver to the sender is the feedback. It helps the original sender of the message to know whether the message he sent was understood. In the process of communication, the sender uses certain media to reach his audience. This may be direct mail, radio, television, bill boards or even verbal face to face communication. The receiver may use the same media to respond or send his feedback.

The mass media often referred to as the media has become the preferred mode of communication in the modern world. This is because the media helps senders of messages reach a big audience and hence meet their communication needs. There are therefore many reasons that necessitate study of the media.

One of the most important is so that we - communicators- can understand how to best make use of the media in communicating mass messages. Studying the media helps us understand the different mediums of communication that there are. Understanding the different mediums of communication means that a communicator will be at a better position to know which medium will reach his or her target audience best. For example, a communication officer wishing to communicate the annual general meeting of the company he works for will use his understanding of the media to choose between either sending direct mail to all stakeholders, doing a press release or advertising the AGM of television. His understanding of the media will most likely lead him to pick two or all of the above options.

Studying the media also helps communicators avoid communication disasters. An example of a communication disaster


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