LESSON 22

RECAP
Communication ka matlab hai ek shakhs se doosray shakhs tak paighaam bhejna. Yeh insani
zindagi ka ek purana hissa hai. Jab formal zubaanain nahi thi, tab bhi log apni feelings aur
gestures ke zariye ek doosray se samajh paate the aur apne kaam karte the.
Communication ki zaroorat kyun hai?
• Survival (Zinda rehne ke liye)
• Co-operation (Mil-jul ke kaam karna)
• Relationship (Rishtay banana)
• Persuasion & Influence (Asar dalna aur razi karna)
• Power (Taqat)
• Social needs (Samaji zarooratain)
• Information (Maloomat)
Communication ki categories
• Intra personal Communication (Apni soch ya jazbaat ka apne aap se tabadla)
• Inter personal Communication (Do logon ke darmiyan paighaam ka tabadla)
• Organizational Communication (Organization mein communication, jaise offices ya
businesses mein)
• Group Communication (Group mein communication, jab kai log mil kar baat karte
hain)
• Mass Communication (Bari miqdar mein logon tak paighaam pohanchana, jaise
media ke zariye)
Elements of Communication
• Sender (Paighaam bhejne wala)
• Message (Paighaam)
• Channel (Zariya, jaise zubaan ya likhna)
• Receiver (Paighaam lene wala)
• Interpreter (Samajhne wala)
• Feedback (Paighaam ka jawab)
• Context (Halaat ya mahool)
Books
Pehle log letters likhte the, phir kayi logon ko ek hi topic par likhne ke liye kitaabein likhi
gayi. Pehle yeh kitaabein haath se likhi jaati thi aur inhein duniya bhar ke logon tak
pohanchaya jaata tha. Misal ke taur pe, Rome ke church ne kai clerics rakhe hue the jo Bible
ke haath se likhe huay nuskhay banate the taake Christianity ka paighaam uske followers tak
pohanchaya ja sake. Aaj bhi duniya ke kai museums mein purani haath se likhi hui kitaabein
rakhi jaati hain jo religious ya scientific works ke baray mein hoti hain.
Printing
Mass communication mein ek badi tabdili tab aayi jab printing ka tariqa daryaft hua. Yeh ek
intihai zaroori tajaweez tha:
Printing press ek mechanical device hai jo kay kai copies print karti hai. Yeh pehle China
mein 1041 mein daryaft hui thi, lekin aaj ke printing press ko jese hum jaante hain woh
Germany ke Johann Gutenberg ne 1440s mein daryaft ki thi. Dutch Laurens Janszoon Coster
ko bhi iska inventor mana jaata hai.
• Block Printing
• Printing Press → Johannes Gutenberg, 15th century
Communication Model
Communication ke experts lambi daur se yeh samajhne ki koshish kar rahe hain ke
communication ke elements ko kis tarah se ek graphic form mein dikhaya jaaye, jisse har ek
cheez ko asaani se samjha jaa sake. Lekin isse pehle ke hum in models ko samjhein, pehle
yeh samajhte hain ke model kya hota hai.
What is a Model?
• Model ek aisa tareeqa hai jisme ek object ya event ko idealized aur abstract form mein
dikhaya jaata hai. Models apne aap mein kuch had tak arbitrary (manmarzi) hote hain.
• Communication models sirf tasweeren hoti hain, jo aksar ek dynamic aur interactive
process ko static (sthir) picture mein tabdeel kar deti hain.
• Models ko hum metaphors (misalon) ke taur pe samajh sakte hain. Yeh humay ek
cheez ko doosri cheez ke zariye samajhne mein madad dete hain.
Shannon-Weaver’s Model of Communication
Shannon-Weaver’s model ko aksar transmission models ke taur par jaana jaata hai. Claude
Shannon aur Warren Weaver ne mil kar is model ko banaya tha. Yeh model 1947 mein daryaft
hua tha. Yeh model ab human communication ke study mein pehle dikhaya jaata hai.
Shannon-Weaver’s Model ke mutabiq, har communication process mein yeh chhe elements
hote hain:
• Source (Paighaam ka asal source, yaani jahan se paighaam aata hai)
• Encoder (Paighaam ko code karna, jise sender karta hai)
• Message (Paighaam)
• Channel (Zariya, jise paighaam bhejne ke liye istemal kiya jaata hai)
• Decoder (Paighaam ko samajhna, jise receiver karta hai)
• Receiver (Paighaam lene wala shakhs)
Lasswell Formula (1948)
• Who? --------- Sender/Communicator
• Says What? --------- Message
• In What Channel? --------- Channel
• To Whom? --------- Receiver
• With What Effect? --------- Effect
Schramm-Osgood’s Interactive Model (1954)
Wilbur Schramm (1954) ne Shannon aur Weaver ke mathematical model ko badal kar ek
naya model diya. Usne encoding aur decoding ko ek aise activity ke taur par samjha jo sender
aur receiver dono ek saath karte hain. Is model mein ek “interpreter” ko bhi shamil kiya gaya
tha jo meaning (ma’ni) ko samajhne mein madad karta hai.
Strong Points:
 1. Is model ne "field of experience" ka concept diya, jo ek psychological frame of
reference hai. Yeh logon ke ek doosray se interaction mein unke attitudes ya soch ko
samajhne ki madad karta hai.
2. Feedback ka concept bhi shamil kiya gaya, jisme communication reciprocal (do
tarafah) hoti hai, chahe feedback thoda der se aaye.
o Kuch feedback direct hoti hai, jaise jab aap seedha jawab dete ho.
o Kuch feedback moderate hoti hai, jaise aap apne chehre par expression dikhate
ho ya body language se apne reactions dikhate ho.
o Aur kuch feedback indirect hoti hai, jise hum soch kar samajh sakte hain.
Berlo's S-M-C-R Model (1960)
David Berlo ne 1960 mein apna SMCR model diya. Is model ke mutabiq, source/encoder aur
receiver/decoder mein paanch elements hote hain jo communication ki quality ko affect karte
hain.
• Encoding skills:
o Speaking
o Writing
• Decoding skills:
o Listening
o Reading
• Aur ek aur element jo dono (encoding aur decoding) mein zaroori hota hai:
o Thought/Reasoning (Sochna)
Noise
• Physical Barrier (Jismani rukawat)
• Psychological Barrier (Mansik rukawat)
• Semantic Barrier (Zubaan ya meaning ki rukawat)
Forms of Communication
Hum communication ko do tarah se dekh sakte hain:
• Verbal Communication (Zabaan ke zariye paighaam bhejna)
• Non-verbal Communication (Jazbaat ya paighaam bina lafzon ke, gestures, body
language, wagaira)
Message – Root of Communication
Paighaam jo hai, wo communication ka asal hisa hai. Agar paighaam ka starting point thoda
bhi badal jaaye, to receiver ko uska matlab samajhne mein farq aa sakta hai.
Message ki Division
Paighaam ko aam tor par do categories mein divide kiya jaata hai:
• Verbal Message
• Non-verbal Message
Verbal Message
Jab paighaam lafzon mein diya jaata hai, ya to likha hota hai ya bola jaata hai, to wo verbal
message kehlata hai. Har cheez jo aap akhbar, magazine ya kitaabon mein padhte hain ya
face-to-face baat karte hain wo verbal message ka hissa hai.
 • Linguistic Barrier (Zubaan ki rukawat)
• Standard Meaning’s Problem (Lafzon ka standard matlab samajhne mein mushkil)
• Written Message Confusion (Likhay hue paighaam mein confusion)
• Static Evaluation (Pehli soch ke mutabiq cheezon ko dekhna)
Non Verbal Message
Hamari roz marra ki zindagi mein kai messages hum tak non-verbal tareeqon se pohnchti
hain. Yeh messages lafzon mein nahi, balkay is tarah ke gestures, symbols, aur signs ke zariye
hote hain. Is mein hum dekhenge ke yeh communication kaise hota hai.
• Gestures (Jis tarah se hum apni body ko use karte hain, yeh humare jazbaat aur soch
ko dikhata hai.)
• Signs aur Symbols (Yeh wo cheezein hoti hain jo kisi particular cheez ya concept ko
represent karti hain, jaise road signs ya religious symbols.)
• Body Gestures (Language) (Body ki movements jaise hath hilana, muskurana, ya
chehre ka expression, jo hamare jazbaat ko bayan karte hain.)
• Voice Accentuation (Agar hum apni awaz ko zyada zor se ya halkay se bolte hain,
toh yeh bhi ek non-verbal message hota hai.)
Composition of a Message
Message ko compose karte waqt kuch cheezein zaroori hoti hain:
• Use of Standard Language (Standard zaban ka istemal zaroori hai taake sab log
asani se samajh saken.)
• Brevity of a Message (Message ko mukhtasar aur seedha rakhna zaroori hai.)
• Ethics (Message bhejne ke dauran ethics ka khayal rakhna bhi zaroori hai, jise
honesty aur respect include hoti hai.)
Effects of Communication
Communication ke kai asrat hote hain, jo mukhtalif domains mein hotay hain:
• Discoveries (Naye ideas aur physical discoveries ke zariye communication asar dalta
hai.)
o Physical Discoveries (Jaise naye ilaj ya technology ka pata chalna.)
o New Ideas (Naye soch aur ideas ka share hona.)
• Social Growth (Logon ki society mein tarakki aur unki soch mein behtari aati hai.)
• Relationship (Communication ki madad se hum apni rishtey sudhar sakte hain.)
• Stimulation (Kuch naye ideas ya thoughts se log stimulate hote hain.)
• Helping Out Others (Dusron ki madad karna communication ka ek zaroori hissa
hai.)
• Relaxation (Achi communication se hum apni stress ko kam kar sakte hain.)
Communication and Culture
Jab hum communication ki baat karte hain, toh humein sab se pehle yeh samajhna padta hai
ke culture kya hota hai.
Culture ki koi universal definition nahi hai, lekin aksar yeh kaha jata hai ke culture wo hai jo
log apni zindagi mein follow karte hain. Ismein unki zindagi ke tareeqay, khanay peenay ka
tareeqa, kapde pehnay ka style, unki zaban, aur jo social values aur traditions hain, sab
include hoti hain.
Agar hum communication ka hawala dekar dekhein, toh culture ka thora sa bhi badalav
message ki meaning ko badal sakta hai. Agar sender ya receiver thoda sa bhi badal jaye, toh
message ka matlab puri tarah se badal sakta hai aur communication ka process mushkil ho
sakta hai.
Enculturation
Enculturation ka matlab hai ke ek culture ko aglay generation tak transfer karna. Yeh process
uss tarah se hota hai ke purani nasl apne culture ko naye nasl tak pohnchati hai.
Acculturation
Acculturation tab hota hai jab koi shakhs apne culture ke ilawa doosre culture ko apnaye ya
seekhe. Yeh doosre culture ke norms aur rules ko apnaane ka process hai.
Culture/Cultural Shock
Culture shock wo anxiety aur feelings hoti hain jo tab hoti hain jab koi shakhs purani aur
naye culture ya social environment mein adjust karne ki koshish karta hai.
Behaviours of Language in Communication
Kuch logon ki zaban aur communication mein kuch behaviors hotay hain jo asar dalte hain:
• Polarization (Jab hum cheezon ko bilkul do hisso mein divide kar dete hain.)
• Labeling (Logon ko unke label ke hisaab se samajhna.)
• Static Meanings (Jab hum ek cheez ka matlab hamesha ek hi samajhte hain, jo ke sab
cheezon mein nahi hota.)
• Indiscrimination (Jab hum logon ko unke differences ke bajaye unko ek hi nazar se
dekhte hain.)
• Gossip (Agar hum kisi ke bare mein baatein karte hain, jo ke zaroori nahi hoti.)
• Multiple Meanings (Har lafz ka kai meanings ho sakte hain.)
Stereotyping – A Typical Hurdle in Mass Communication
Stereotypes wo ideas hote hain jo hum kuch logon ke baare mein apne assumptions pe base
kar ke rakhte hain. Yeh assumptions aksar galat hote hain aur hum isko negative tareeqay se
samajhte hain. Yeh kaafi dafa prejudicial sense mein hotay hain.
• Stereotypes aksar uss group ke baare mein hote hain, jese:
o Age (Umr)
o Race (Nasl)
o Ethnicity (Tehzeeb)
o Religious Beliefs (Mazhab)
o Gender (Jins)
o Social Class (Social status)
Propaganda
Propaganda ka matlab hai apni taraf ka point of view logon tak pohnchana, jo sirf apni taraf
se hi faida mand ho.
Newspapers/ Magazines
Newspapers ka concept lagbhag do so saal purana hai. First English language newspaper
"The Corrant" 1621 mein publish hua tha London mein. Pehla English daily newspaper, "The
Daily Courant" 1702 mein publish hua. America mein pehla newspaper 1690 mein publish
hua tha "Public Occurrences" Boston mein. Australia mein sab se pehla newspaper 1803 mein
"Sydney Gazette" publish kiya gaya tha.
Newspapers in South Asia
• Colonial Journalism: William Bolts ne 1776 mein India mein pehla newspaper shuru
karna chaaha tha, lekin British East India Company ke pressure ki wajah se wo band
ho gaya.
• Bengal: James Augustus Hickey ne 1780 mein "Hickey's Bengal Gazette" shuru kiya
jo India ka pehla regular newspaper tha.
• Madras: Richard Johnson ne 1785 mein "Madras Courier" shuru kiya. Iske baad
"Hurkaru" 1791 mein shuru hua.
Urdu Press
• 1822 mein pehla Persian weekly "Jam-e-Jahan Numa" publish hua.
• 1850 mein Munshi Harsukh Rai ne "Kohinoor" weekly shuru kiya.
• 1858 mein "Urdu Guide" pehla Urdu daily newspaper tha.
• 1903 mein "Zameendar" Lahore se shuru hua, jo apne waqt ka best newspaper tha.
Magazine
Magazine ek periodical publication hoti hai jo articles ka collection hota hai, jo
advertisements aur reader subscriptions ke through fund hota hai.
Telegraph
• Samuel F. B. Morse ne telegraph develop kiya tha aur pehla message 14 May 1844
ko Baltimore se Washington D.C. tak bheja gaya tha. Yeh message tha: “What hath
God wrought?”
Telephone
• Alexander Graham Bell
• March 7, 1876
Alexander Graham Bell ka telephony se shauq unke vocal physiology (awaz ke ilaj) aur deaf
logon ko speech (bolne ki taleem) dene ka kaam karte hue start hua. Unka pehla experiment 2
June 1875 ko hua, jab woh apne assistant Thomas Watson ke saath harmonic telegraph par
kaam kar rahe the. Jab Watson ke transmitter ka reed (patla metal) phans gaya, to ek
intermittent current (chhoti chhoti current ki lehr) ek continuous current (lagatar current)
mein badal gayi. Bell ne apne receiver mein yeh awaz sun kar confirm kiya ke sound ko
electric wire ke zariye transmit aur reconvert kiya ja sakta hai.
Bell ka pehla telephone jo unhone patent kiya, woh aaj ke phone se kaafi different tha. Yeh
asal mein ek modified telegraph tha, lekin ismein asli sound transmit kiya ja sakta tha. Bell ne
apni design ko improve karna jaari rakha. Do saal baad unhone ek magnetic telephone design
kiya, jo modern phones ka precursor (pehla model) bana. Is design mein transmitter, receiver
aur magnet tha. Har transmitter aur receiver mein ek diaphragm hoti thi (jo ek metal ka disk
hota tha). Jab koi phone call karta, to caller ki awaaz se transmitter ka diaphragm hilta, aur
yeh motion phone line ke zariye receiver tak pohanchti, jahan receiver ka diaphragm bhi hilta
aur sound generate hoti thi, jisse call complete hoti thi.
Telex
1935 tak, message routing (message ka raasta tay karna) puri automation ka akhri barrier tha.
Bara telegraphy providers ne aise systems develop kiye jo rotary dialing (telephone ke jaise)
use karke telex machines ko connect karte. In machines ko "telex" kaha gaya. Telex machines
pehle rotary telephone style pulse dialing karte the, phir baud dots code bhejte the. Yeh "type
A" telex routing functionally message routing ko automate karne ka kaam karta tha.
Pehla wide-coverage telex network Germany mein 1930s mein implement kiya gaya. Yeh
network government ke andar communication ke liye use hota tha. 45.5 bits per second ke
rate par, 25 telex channels ek hi long-distance telephone channel ko share kar sakte the, jisse
telex reliable aur sasta long-distance communication method ban gaya.
Press Laws
Press Laws wo laws hote hain jo books ki licensing aur printing-press ke through jo bhi
products publish hote hain unki liberty of expression (azadi) se related hote hain, khaas kar
newspapers. Press ki azadi ko political writers ne hamesha bohot zaroori mana hai.
Printing ke invention se pehle, Church ne har aise opinion ko control karna apna haq samjha
jo unhe pasand na aata. Church aur universities jaldi hi books ki output ko control nahi kar
paa rahi thi. 1496 mein Pope Alexander VI ne printing ko restrict karna shuru kiya aur 1501
mein ek bill pass kiya jo unlicensed printing ke against tha, jisse censorship ka principle
introduce kiya gaya. 1524 se 1548 ke beech Germany mein Imperial Diet ne kuch stringent
(sakht) regulations tayar kiye, aur France mein edict ke through books ki printing ko death
penalty ke saath roka gaya.
Censorship
Censorship do tarah ki hoti thi: restrictive (jo prevent karti thi publication ko) aur corrective
(jo publication ke baad penalties enforce karti thi). Free discussion ka repression itna zaroori
samjha jata tha ke Sir Thomas More apni Utopia mein likhte hain ke agar koi private
individual ruling power ko criticize kare to usse maut ki saza di jaye.
Elizabeth ke time par, Star Chamber ne yeh haq samjha ke printing ko London, Oxford aur
Cambridge tak restrict kar dein, printers aur presses ki number ko limit kar dein, aur bina
proper license ke publications ko prohibit kar dein. Yeh unlicensed presses aur publications
ko dhundhne ke liye gharon ki talashi bhi lete the.
Press Council of Pakistan
Is law ke mutabiq, Code jo morality, plagiarism, fairness, accuracy, privacy, sensationalism,
confidentiality aur privilege jaise issues se deal karta hai, journalists ko yeh allow karega ke
woh “decency ke canons, professional conduct ke principles aur freedom aur responsibility
ke precepts ke mutabiq kaam karein, jisse public interest serve ho sake aur news aur views ka
unobstructed flow public tak pohanch sake.” Is council ko ek independent corporate entity
banaya jayega, jisme apni staff, secretariat aur budget hoga. Yeh council annual governmental
grant-in-aid, grants aur donations se finance hogi, aur apne registered newspapers aur news
agencies se fees bhi le sakti hai. Yeh council ko euphemistic (chhupayi hui) censorship ke
roop mein dekha jaata hai.
Freedom of Information Ordinance 2002
Freedom of Information Ordinance 2002 mein kuch positive features the jo citizens ke right
to know ko acknowledge karte the. Lekin, 21 din ka time frame jisme information release
karna tha, aur courts aur tribunals ko bhi disclose karne wale list mein daalna, is ordinance ki
asli spirit ko undermine karte hain. Bohat si information ko ordinance ke through disclose
karne se exempt kiya gaya hai, jo public ke right to know ko thoda kamzor karta hai. Yeh
ordinance public bodies ke records par apply hota hai, lekin disclosure ke liye ek restrictive
(limited) list banayi gayi hai.
Universal Declaration of Human Rights ka Article 19 kehta hai:
“Har shakhs ko apni opinion aur expression ki azadi ka haq hai; is haq mein apni opinion ko
bina kisi interference ke rakhne ka, aur kisi bhi media ke zariye information aur ideas ko
seekhne, receive karne aur share karne ka haq shaamil hai, chahe woh kisi bhi borders ke paar
ho."
Industrialization of Mass Media/ Print Media
• Digital Technology
 • Lithography (padhai ka kaam pathar par kiya jata tha)
• Offset Printing
• Photo Offset Printing
• Desktop Publishing
Renaissance and Scientific Revolution: Role of Print Media
13th century mein Europe mein Greek aur Roman literature ka dobara se daryaft
(rediscovery) shuru hui, jiski wajah se next century mein humanist movement ka
development hua. Humanists ne Greek aur Latin scholarship ko zyada importance di, aur yeh
maan ki har individual ka apna importance hai society mein. Is interest ne arts aur sciences
mein bohot bade changes laaye jo Renaissance ke time mein dekhne ko mile.
Revival of Ideas Spread Through Print
14th century se 16th century tak ka waqt economic flux ka tha, jisme printing process ka
invention aur uske baad print media communication ka tez hona start hua. Is time mein Italy
mein sabse zyada changes aaye. 1250 mein King Frederick II ki maut ke baad Italy mein
power kaafi hatt gayi thi, aur Italy ki chhoti chhoti republics dictatorships mein badal gayi
thi. Renaissance ke height pe Italy mein paanch major city-states the: Naples aur Sicily, Papal
State, Florence, Milan, aur Venice.
New Ideas and People Who Emerged:
• Nicolaus Copernicus (1473-1543): Unhone 1543 mein "Concerning the Revolutions
of the Celestial Spheres" publish ki, jis mein unhone heliocentric theory (suraj ke gird
ghoomne wala model) ko explain kiya.
• Andreas Vesalius (1514-1564): Unhone 1543 mein "De Humani Corporis Fabrica"
(On the Fabric of the Human Body) publish ki, jisme unhone Galen ke views ko galat
sabit kiya.
• William Gilbert (1544-1603): Unhone 1600 mein "On the Magnet and Magnetic
Bodies" publish kiya.
• Tycho Brahe (1546-1601): Unhone planets ki bohot accurate observations ki jo
Kepler ke studies ke liye basic data bani.
• Sir Francis Bacon (1561-1626): Unhone inductive reasoning ko pen kiya, jo
observation aur experimentation se proceed karte hai.
• Galileo (1564-1642): Unhone telescope ko improve kiya aur Venus ke phases aur
Jupiter ke moons ki observations ki jo unhone 1610 mein publish ki.
• Johannes Kepler (1571-1630): Unhone planetary motion ke laws ko publish kiya.
• William Harvey (1578-1657): Unhone apni dissections aur experiments se blood
circulation ko prove kiya.
• René Descartes (1596-1650): Unhone deductive reasoning ko pioneer kiya aur 1637
mein "Discourse on Method" publish kiya.
• Antony van Leeuwenhoek (1632-1723): Unhone powerful microscopes banaye aur
biology ke micro-world ko explore kiya.
• Isaac Newton (1642-1727): Unhone Kepler aur Galileo ke kaam ko use karke gravity
ke laws ko develop kiya aur universal gravitation ki theory di.