Media and Communication Technology

Communication is the process of thinking, observing, understanding, analysing, sharing, and transmitting or transferring feelings to others through different mediums. It also means exchanging ideas, thoughts, experiences, facts, knowledge, impressions and emotions with oneself or with others. The word comes from the Latin communis, meaning common, so communication means making the message common to both the sender and the receiver with shared understanding.

The various modes of communication are:

- Verbal communication: communication through auditory or spoken modes such as speaking, singing, and tone of voice. It also includes listening and reading aloud.
- Non-verbal communication: communication through gestures, facial expressions, posture, eye contact, touch, para-language, writing, clothing, hairstyles, symbols, architecture, and sign language.

The process of communication means transferring information or content from a sender to a receiver through a medium, with feedback from the receiver.

The main elements are:
1. Source/Sender – the person who initiates the communication.
2. Message – the content or information to be communicated.
3. Channel – the medium through which the message travels.
4. Receiver – the intended audience.
5. Feedback – the response received from the receiver.

Example: A teacher teaches a lesson in class. The teacher is the source, the lesson is the message, the classroom language or blackboard is the channel, and the students are the receivers. At the end, the teacher asks questions to check understanding. The students’ answers show whether the message was understood. This response is the feedback. If needed, the teacher explains again, so the communication cycle continues.

The statement is true. Communication becomes more effective when more senses are involved because people understand and remember better through multi-sensory learning.

The chapter shows that:
- people retain about 10% of what they read,
- about 20–25% of what they hear,
- about 30–35% of what they see,
- about 50% or more of what they see and hear,
- and about 90% or more of what they see, hear and do.

This means audio-visual and hands-on communication is more clear, interesting, and permanent than only reading or only listening. For example, watching a dance performance live or on television helps us understand traditional heritage better than reading about it in a book. Therefore, involving more senses makes communication more effective and sustainable.