NCERT Textbook: Media and Communication Technology | Home Science for Class 11 - Humanities/Arts PDF Download

 Page 1


73
 
  
   
 
6
Media and 
Communication 
Technology
Learning Objectives 
After completing this chapter the learner is able to —
•	 define 	 the	concept	 of	communication.
•	 discuss 	 the	significance	of 	communication	in	 everyday	life.
•	 enlist 	 the	dif fer ent 	 types	of 	communication.
•	 describe 	the	 pr ocess 	 of	communication.
•	 explain 	the	 classification	and	functions	of	 m edia.
•	 analyse 	 the	various	communication 	 technolo gies.
An	 important	 field 	 of 	 study	 that	 has	 an 	 impact	 on	 adolescents 	 is	 that	 of	
media	 and 	 communication. 	 In	 this	 chapter	 we	 will	 discuss 	 how	 these	 two 	
aspects 	 of	 our	 everyday 	 ecology	 have	 become 	 an	 integral	 part	 of 	 our	 lives,	
usually	 adding	 to 	 the	 quality 	 of 	 our 	 lives. 	 W e	 will 	 begin	 with	 the	 concept 	 of	
communication	 first.
6.1  Communication and communication 
technology
Communication	 is	 very	 basic	 and	 vital	 for	 human	 survival	 and 	 has	 existed	
since	 the	 inception	 of 	 life	 on 	 earth.	 In 	 moder n 	 times,	 with	 fast 	 developing	
technologies, 	 new	 communication 	 methods	 and	 gadgets	 ar e	 intr oduced	 in 	
the	 market	 almost	 every	 week.	 Some	 of	 these	 have 	 become	 mor e	 popular	
due	 to 	 their	cost	ef fectiveness 	and 	utility,	and 	have 	sustained	 over	time.	
Observe	 the	 following	 pictur es	 and	 interpr et 	 the	 situation,	 feelings 	 and	
thoughts	of	 the	dif fer ent 	 persons.
 
Unit 1.indd   73 8/4/2022   2:50:56 PM
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Page 2


73
 
  
   
 
6
Media and 
Communication 
Technology
Learning Objectives 
After completing this chapter the learner is able to —
•	 define 	 the	concept	 of	communication.
•	 discuss 	 the	significance	of 	communication	in	 everyday	life.
•	 enlist 	 the	dif fer ent 	 types	of 	communication.
•	 describe 	the	 pr ocess 	 of	communication.
•	 explain 	the	 classification	and	functions	of	 m edia.
•	 analyse 	 the	various	communication 	 technolo gies.
An	 important	 field 	 of 	 study	 that	 has	 an 	 impact	 on	 adolescents 	 is	 that	 of	
media	 and 	 communication. 	 In	 this	 chapter	 we	 will	 discuss 	 how	 these	 two 	
aspects 	 of	 our	 everyday 	 ecology	 have	 become 	 an	 integral	 part	 of 	 our	 lives,	
usually	 adding	 to 	 the	 quality 	 of 	 our 	 lives. 	 W e	 will 	 begin	 with	 the	 concept 	 of	
communication	 first.
6.1  Communication and communication 
technology
Communication	 is	 very	 basic	 and	 vital	 for	 human	 survival	 and 	 has	 existed	
since	 the	 inception	 of 	 life	 on 	 earth.	 In 	 moder n 	 times,	 with	 fast 	 developing	
technologies, 	 new	 communication 	 methods	 and	 gadgets	 ar e	 intr oduced	 in 	
the	 market	 almost	 every	 week.	 Some	 of	 these	 have 	 become	 mor e	 popular	
due	 to 	 their	cost	ef fectiveness 	and 	utility,	and 	have 	sustained	 over	time.	
Observe	 the	 following	 pictur es	 and	 interpr et 	 the	 situation,	 feelings 	 and	
thoughts	of	 the	dif fer ent 	 persons.
 
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Page 3


73
 
  
   
 
6
Media and 
Communication 
Technology
Learning Objectives 
After completing this chapter the learner is able to —
•	 define 	 the	concept	 of	communication.
•	 discuss 	 the	significance	of 	communication	in	 everyday	life.
•	 enlist 	 the	dif fer ent 	 types	of 	communication.
•	 describe 	the	 pr ocess 	 of	communication.
•	 explain 	the	 classification	and	functions	of	 m edia.
•	 analyse 	 the	various	communication 	 technolo gies.
An	 important	 field 	 of 	 study	 that	 has	 an 	 impact	 on	 adolescents 	 is	 that	 of	
media	 and 	 communication. 	 In	 this	 chapter	 we	 will	 discuss 	 how	 these	 two 	
aspects 	 of	 our	 everyday 	 ecology	 have	 become 	 an	 integral	 part	 of 	 our	 lives,	
usually	 adding	 to 	 the	 quality 	 of 	 our 	 lives. 	 W e	 will 	 begin	 with	 the	 concept 	 of	
communication	 first.
6.1  Communication and communication 
technology
Communication	 is	 very	 basic	 and	 vital	 for	 human	 survival	 and 	 has	 existed	
since	 the	 inception	 of 	 life	 on 	 earth.	 In 	 moder n 	 times,	 with	 fast 	 developing	
technologies, 	 new	 communication 	 methods	 and	 gadgets	 ar e	 intr oduced	 in 	
the	 market	 almost	 every	 week.	 Some	 of	 these	 have 	 become	 mor e	 popular	
due	 to 	 their	cost	ef fectiveness 	and 	utility,	and 	have 	sustained	 over	time.	
Observe	 the	 following	 pictur es	 and	 interpr et 	 the	 situation,	 feelings 	 and	
thoughts	of	 the	dif fer ent 	 persons.
 
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75
 What is communication?
Communication	 is	 the 	 pr ocess	 of	 thinking, 	 observing,	 understanding,	
analysing, sharing, and transmitting or transferring feelings to others 
thr ough 	 a 	 variety	 of 	 mediums	 in 	 diverse	 settings.	 It 	 also	 r efers	 to 	 seeing	
or	 watching,	 listening 	 or	 hearing,	 and	 exchanging	 ideas, 	 thoughts,	
experiences,	 facts,	 knowledge,	 impr essions,	 moments,	 emotions,	 and	 the	
like	 with	self	or	with	others.	
As	 the 	 name	 suggests,	 the	 wor d	 communication stems from the 
Latin	 wor d 	communis meaning common. It is therefore, not only sharing 
of	 ideas,	 thoughts	 or	 imparting	 knowledge	 and	 infor mation,	 but 	 it	 also	
involves 	 understanding	 the	 exact 	 meaning	 of	 the 	 content 	 in 	 a	 way	 that	
is	 common 	 to	 both, 	 the	 communicator	 and	 the 	 r eceiver . 	 Thus, 	 ef fective	
communication	 is	 a 	 conscious	 ef fort	 in	 cr eating 	 a 	 shar ed 	 understanding 	
about 	 the 	 intended 	 meaning 	 of	 the	 message	 among	 people	 involved	 in	
the	 communication.	 The	 pr ocess	 of	 communication	 is	 continuous	 and	
per meates 	 all 	 ar eas	 of	 social 	 life,	 including	 home,	 school,	 community	 
and beyond.     
Classification of Communication
Communication	 can	 be	 classified	 on 	 the	 basis	 of 	 the	 following	 depending	
on the levels, types, forms and modes.
A. Classification based on the type of interaction 
(i)	 One-way communication: 	 In	 such	
situations	 the 	 r eceiver	 r eceives	
infor mation 	 but	 is	 either	 never	 able	
to reciprocate to the sender or cannot 
respond immediately. Therefore, 
communication	 r emains 	 one–way.	
Speeches,	 lectur es,	 ser mons, 	 listening	
to	 music 	 on	 the	 radio	 or	 a	 music	
system,	 watching	 any	 entertainment 	
pr ogrammes	 on	 television, 	 using	
internet to search information on 
a	 website,	 etc.,	 ar e	 examples	 of	 
one-way	communication.
(ii)	Two-way communication: 	 This	 is	 comm-unication	 that	 takes	 place	
between	 two	 or	 mor e	 persons 	 wher e	 all	 the	 parties	 communicating	 with	
each	 other	 shar e 	 or	 exchange 	 ideas,	 thoughts,	 infor mation,	 etc.,	 either	
JOse Ph T.V.
What 
a bogus 
programme. I 
should change 
the channel.
}
Media and Communication Technology
Unit 1.indd   75 8/4/2022   2:50:56 PM
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Page 4


73
 
  
   
 
6
Media and 
Communication 
Technology
Learning Objectives 
After completing this chapter the learner is able to —
•	 define 	 the	concept	 of	communication.
•	 discuss 	 the	significance	of 	communication	in	 everyday	life.
•	 enlist 	 the	dif fer ent 	 types	of 	communication.
•	 describe 	the	 pr ocess 	 of	communication.
•	 explain 	the	 classification	and	functions	of	 m edia.
•	 analyse 	 the	various	communication 	 technolo gies.
An	 important	 field 	 of 	 study	 that	 has	 an 	 impact	 on	 adolescents 	 is	 that	 of	
media	 and 	 communication. 	 In	 this	 chapter	 we	 will	 discuss 	 how	 these	 two 	
aspects 	 of	 our	 everyday 	 ecology	 have	 become 	 an	 integral	 part	 of 	 our	 lives,	
usually	 adding	 to 	 the	 quality 	 of 	 our 	 lives. 	 W e	 will 	 begin	 with	 the	 concept 	 of	
communication	 first.
6.1  Communication and communication 
technology
Communication	 is	 very	 basic	 and	 vital	 for	 human	 survival	 and 	 has	 existed	
since	 the	 inception	 of 	 life	 on 	 earth.	 In 	 moder n 	 times,	 with	 fast 	 developing	
technologies, 	 new	 communication 	 methods	 and	 gadgets	 ar e	 intr oduced	 in 	
the	 market	 almost	 every	 week.	 Some	 of	 these	 have 	 become	 mor e	 popular	
due	 to 	 their	cost	ef fectiveness 	and 	utility,	and 	have 	sustained	 over	time.	
Observe	 the	 following	 pictur es	 and	 interpr et 	 the	 situation,	 feelings 	 and	
thoughts	of	 the	dif fer ent 	 persons.
 
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Human Ecology and Family Sciences – Part I
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75
 What is communication?
Communication	 is	 the 	 pr ocess	 of	 thinking, 	 observing,	 understanding,	
analysing, sharing, and transmitting or transferring feelings to others 
thr ough 	 a 	 variety	 of 	 mediums	 in 	 diverse	 settings.	 It 	 also	 r efers	 to 	 seeing	
or	 watching,	 listening 	 or	 hearing,	 and	 exchanging	 ideas, 	 thoughts,	
experiences,	 facts,	 knowledge,	 impr essions,	 moments,	 emotions,	 and	 the	
like	 with	self	or	with	others.	
As	 the 	 name	 suggests,	 the	 wor d	 communication stems from the 
Latin	 wor d 	communis meaning common. It is therefore, not only sharing 
of	 ideas,	 thoughts	 or	 imparting	 knowledge	 and	 infor mation,	 but 	 it	 also	
involves 	 understanding	 the	 exact 	 meaning	 of	 the 	 content 	 in 	 a	 way	 that	
is	 common 	 to	 both, 	 the	 communicator	 and	 the 	 r eceiver . 	 Thus, 	 ef fective	
communication	 is	 a 	 conscious	 ef fort	 in	 cr eating 	 a 	 shar ed 	 understanding 	
about 	 the 	 intended 	 meaning 	 of	 the	 message	 among	 people	 involved	 in	
the	 communication.	 The	 pr ocess	 of	 communication	 is	 continuous	 and	
per meates 	 all 	 ar eas	 of	 social 	 life,	 including	 home,	 school,	 community	 
and beyond.     
Classification of Communication
Communication	 can	 be	 classified	 on 	 the	 basis	 of 	 the	 following	 depending	
on the levels, types, forms and modes.
A. Classification based on the type of interaction 
(i)	 One-way communication: 	 In	 such	
situations	 the 	 r eceiver	 r eceives	
infor mation 	 but	 is	 either	 never	 able	
to reciprocate to the sender or cannot 
respond immediately. Therefore, 
communication	 r emains 	 one–way.	
Speeches,	 lectur es,	 ser mons, 	 listening	
to	 music 	 on	 the	 radio	 or	 a	 music	
system,	 watching	 any	 entertainment 	
pr ogrammes	 on	 television, 	 using	
internet to search information on 
a	 website,	 etc.,	 ar e	 examples	 of	 
one-way	communication.
(ii)	Two-way communication: 	 This	 is	 comm-unication	 that	 takes	 place	
between	 two	 or	 mor e	 persons 	 wher e	 all	 the	 parties	 communicating	 with	
each	 other	 shar e 	 or	 exchange 	 ideas,	 thoughts,	 infor mation,	 etc.,	 either	
JOse Ph T.V.
What 
a bogus 
programme. I 
should change 
the channel.
}
Media and Communication Technology
Unit 1.indd   75 8/4/2022   2:50:56 PM
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Human Ecology and Family Sciences – Part I
76
silently or verbally. Some of the 
examples	 could 	 be	 talking	 on	 mobile	
phone, 	 discussing 	 about	 futur e	 plans 	
with	 one’s 	 mother , 	 using 	 inter net 	 for	
chatting, etc.
When 	 a	 baby 	 cries	 to	 communicate	
her/his	 hunger , 	 she/he 	 is	 fed	 by	 the	
mother	 in	 r esponse. 	 The	 cry	 of 	 the	 baby	
is the message that communicates the 
hunger of the child and is vital for the 
survival	of	the	baby.	Thus,	in	this	case	the	communication 	is 	two-way.
B. Classification based on the levels of communication
(i)	 Intra-personal communication: This 	 r efers	 to	 communicating	 with 	
oneself. This is a form 
of mental process 
involving observing, 
analysing,	 and	 drawing 	
conclusions	 meaningful 	
to	 the	 individual’s	
present, past and 
futur e 	 behaviour	 and	
life. It is an on-going 
process that transpires 
inside	 an	 individual.	
For instance, mental 
rehearsal before 
appearing in an 
interview	or	 oral	exam.	
(ii)	Inter-personal communication:  It	 r efers	 to	 sharing	 of	 thoughts	 and	
ideas 	 with 	 one	 or 	 mor e	
people in a face-to-face 
situation. 	 It 	 can 	 take	
place in a formal or 
an	 infor mal 	 situation.	
Varied means of 
communication 	 like 	
body movements, 
facial expressions, 
gestur es, 	 postur es,	
written	 text 	 and 	
verbal 	 modes 	 such	
as 	 wor ds 	 and	 sounds	
How can Polio drops be 
good for the health of my 
child?
Face to face 
communication Patient – 
doctor conversation
Hello! 
How are you 
Samara?
I am 
??ne Zubeda. 
Thank you. What 
about you?
}
Zu Beda s amara Unit 1.indd   76 8/4/2022   2:50:57 PM
2024-25
Page 5


73
 
  
   
 
6
Media and 
Communication 
Technology
Learning Objectives 
After completing this chapter the learner is able to —
•	 define 	 the	concept	 of	communication.
•	 discuss 	 the	significance	of 	communication	in	 everyday	life.
•	 enlist 	 the	dif fer ent 	 types	of 	communication.
•	 describe 	the	 pr ocess 	 of	communication.
•	 explain 	the	 classification	and	functions	of	 m edia.
•	 analyse 	 the	various	communication 	 technolo gies.
An	 important	 field 	 of 	 study	 that	 has	 an 	 impact	 on	 adolescents 	 is	 that	 of	
media	 and 	 communication. 	 In	 this	 chapter	 we	 will	 discuss 	 how	 these	 two 	
aspects 	 of	 our	 everyday 	 ecology	 have	 become 	 an	 integral	 part	 of 	 our	 lives,	
usually	 adding	 to 	 the	 quality 	 of 	 our 	 lives. 	 W e	 will 	 begin	 with	 the	 concept 	 of	
communication	 first.
6.1  Communication and communication 
technology
Communication	 is	 very	 basic	 and	 vital	 for	 human	 survival	 and 	 has	 existed	
since	 the	 inception	 of 	 life	 on 	 earth.	 In 	 moder n 	 times,	 with	 fast 	 developing	
technologies, 	 new	 communication 	 methods	 and	 gadgets	 ar e	 intr oduced	 in 	
the	 market	 almost	 every	 week.	 Some	 of	 these	 have 	 become	 mor e	 popular	
due	 to 	 their	cost	ef fectiveness 	and 	utility,	and 	have 	sustained	 over	time.	
Observe	 the	 following	 pictur es	 and	 interpr et 	 the	 situation,	 feelings 	 and	
thoughts	of	 the	dif fer ent 	 persons.
 
Unit 1.indd   73 8/4/2022   2:50:56 PM
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Human Ecology and Family Sciences – Part I
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75
 What is communication?
Communication	 is	 the 	 pr ocess	 of	 thinking, 	 observing,	 understanding,	
analysing, sharing, and transmitting or transferring feelings to others 
thr ough 	 a 	 variety	 of 	 mediums	 in 	 diverse	 settings.	 It 	 also	 r efers	 to 	 seeing	
or	 watching,	 listening 	 or	 hearing,	 and	 exchanging	 ideas, 	 thoughts,	
experiences,	 facts,	 knowledge,	 impr essions,	 moments,	 emotions,	 and	 the	
like	 with	self	or	with	others.	
As	 the 	 name	 suggests,	 the	 wor d	 communication stems from the 
Latin	 wor d 	communis meaning common. It is therefore, not only sharing 
of	 ideas,	 thoughts	 or	 imparting	 knowledge	 and	 infor mation,	 but 	 it	 also	
involves 	 understanding	 the	 exact 	 meaning	 of	 the 	 content 	 in 	 a	 way	 that	
is	 common 	 to	 both, 	 the	 communicator	 and	 the 	 r eceiver . 	 Thus, 	 ef fective	
communication	 is	 a 	 conscious	 ef fort	 in	 cr eating 	 a 	 shar ed 	 understanding 	
about 	 the 	 intended 	 meaning 	 of	 the	 message	 among	 people	 involved	 in	
the	 communication.	 The	 pr ocess	 of	 communication	 is	 continuous	 and	
per meates 	 all 	 ar eas	 of	 social 	 life,	 including	 home,	 school,	 community	 
and beyond.     
Classification of Communication
Communication	 can	 be	 classified	 on 	 the	 basis	 of 	 the	 following	 depending	
on the levels, types, forms and modes.
A. Classification based on the type of interaction 
(i)	 One-way communication: 	 In	 such	
situations	 the 	 r eceiver	 r eceives	
infor mation 	 but	 is	 either	 never	 able	
to reciprocate to the sender or cannot 
respond immediately. Therefore, 
communication	 r emains 	 one–way.	
Speeches,	 lectur es,	 ser mons, 	 listening	
to	 music 	 on	 the	 radio	 or	 a	 music	
system,	 watching	 any	 entertainment 	
pr ogrammes	 on	 television, 	 using	
internet to search information on 
a	 website,	 etc.,	 ar e	 examples	 of	 
one-way	communication.
(ii)	Two-way communication: 	 This	 is	 comm-unication	 that	 takes	 place	
between	 two	 or	 mor e	 persons 	 wher e	 all	 the	 parties	 communicating	 with	
each	 other	 shar e 	 or	 exchange 	 ideas,	 thoughts,	 infor mation,	 etc.,	 either	
JOse Ph T.V.
What 
a bogus 
programme. I 
should change 
the channel.
}
Media and Communication Technology
Unit 1.indd   75 8/4/2022   2:50:56 PM
2024-25
Human Ecology and Family Sciences – Part I
76
silently or verbally. Some of the 
examples	 could 	 be	 talking	 on	 mobile	
phone, 	 discussing 	 about	 futur e	 plans 	
with	 one’s 	 mother , 	 using 	 inter net 	 for	
chatting, etc.
When 	 a	 baby 	 cries	 to	 communicate	
her/his	 hunger , 	 she/he 	 is	 fed	 by	 the	
mother	 in	 r esponse. 	 The	 cry	 of 	 the	 baby	
is the message that communicates the 
hunger of the child and is vital for the 
survival	of	the	baby.	Thus,	in	this	case	the	communication 	is 	two-way.
B. Classification based on the levels of communication
(i)	 Intra-personal communication: This 	 r efers	 to	 communicating	 with 	
oneself. This is a form 
of mental process 
involving observing, 
analysing,	 and	 drawing 	
conclusions	 meaningful 	
to	 the	 individual’s	
present, past and 
futur e 	 behaviour	 and	
life. It is an on-going 
process that transpires 
inside	 an	 individual.	
For instance, mental 
rehearsal before 
appearing in an 
interview	or	 oral	exam.	
(ii)	Inter-personal communication:  It	 r efers	 to	 sharing	 of	 thoughts	 and	
ideas 	 with 	 one	 or 	 mor e	
people in a face-to-face 
situation. 	 It 	 can 	 take	
place in a formal or 
an	 infor mal 	 situation.	
Varied means of 
communication 	 like 	
body movements, 
facial expressions, 
gestur es, 	 postur es,	
written	 text 	 and 	
verbal 	 modes 	 such	
as 	 wor ds 	 and	 sounds	
How can Polio drops be 
good for the health of my 
child?
Face to face 
communication Patient – 
doctor conversation
Hello! 
How are you 
Samara?
I am 
??ne Zubeda. 
Thank you. What 
about you?
}
Zu Beda s amara Unit 1.indd   76 8/4/2022   2:50:57 PM
2024-25
77
can	 be 	 used	 for	 this	 type 	 of	 communication.	 Examples	 ar e	 talking	 to 	
your 	 friend 	 about 	 dif ficulties	 faced	 while	 studying	 or	 conducting 	 an 	
experiment 	 or	 participating	 in 	 a 	 panel	 discussion	 followed	 by 	 question-
answer 	 session.
	 	 Inter -personal 	 communication 	 is 	 the	 most	 ef fective 	 and 	 ideal	 type 	
of	 communication 	 for	 two 	 r easons.	 First,	 ther e	 is 	 always	 pr oximity 	
and 	 dir ect 	 contact	 between	 the	 communicatee	 and	 the 	 communicator , 	
and 	 ther efor e 	 it	 is 	 easy	 to	 persuade,	 motivate 	 and	 convince 	 the	
communicatee 	 for	 acceptance	 of	 the	 intr oduced 	 idea	 or	 thought.	
Second, 	 instantaneous 	 and	 str ong	 feedback 	 with	 dir ect	 r esponse 	 of 	
communicatee 	on	 the 	intr oduced 	idea	 is	 possible.			
(iii)	Group Communication: This 	 for m 	 of	 communication 	 is 	 dir ect	 and	
personal, 	 such	 as	 inter -personal	 communication, 	 but	 with 	 the	
involvement 	 of 	 mor e	 than 	 two 	 persons 	 in	 the 	 communication	 pr ocess. 	
Gr oup 	 communication 	 helps	 to 	 facilitate	 a	 participatory 	 appr oach	 and 	
collective 	 decision-making,	 gives 	 an	 opportunity 	 for 	 self-expr ession,	 and	
incr eases 	 the	 individual’s	 impact	 in 	 a	 gathering, 	 ther eby 	 augmenting 	
one’s 	 status 	 in	 the 	 gr oup.	 It	 also 	 helps 	 in	 r ecr eation	 and 	 r elaxation, 	
socialising 	 and 	 motivating.	 A	 range	 of	 audio-visual	 aids	 may 	 be 	 used	 to	
enhance 	gr oup 	communication. 	
(iv)	Mass Communication: 	 As 	 a 	 r esult	 of	 considerable	 advancement	 in	
technology, 	 making	 thoughts, 	 ideas	 and 	 innovations	 r each 	 the 	 lar ger	
section 	 of	 society	 has	 become 	 possible.	 Mass	 communication	 can	 be 	
defined 	 as	 the	 pr ocess 	 of	 multiplying	 messages	 with 	 the 	 help 	 of 	 any	
mechanical device and disseminating the same to the masses.  The 
means 	 and	 media	 of 	 mass	 communication 	 ar e	 radio, 	 TV ,	 satellite 	
communication, 	 newspapers, 	 and	 magazines.	 The	 audiences 	 of	 mass	
communication 	 ar e	 very 	 lar ge	 in 	 size,	 heter ogeneous 	 and 	 anonymous,	
spr ead 	 over	 a	 lar ge 	 ar ea 	 and	 separated	 fr om	 the 	 communicator 	 in	
ter ms 	 of 	 time	 and	 space. 	 For 	 these	 r easons	 it 	 is	 not	 possible 	 to 	 take 	 a 	
corr ect, 	 complete, 	 dir ect	 and 	 immediate 	 feedback;	 rather	 ther e	 is	 slow, 	
cumulative, 	 expensive,	 and	delayed	feedback.	
	(v)	Intra-organisational Communication: 	 Or ganisational	 communication 	
takes	 place	 in	 highly	 structur ed 	 settings. 	 Just	 like	 human	 beings,	 when	
people 	 work	 together	 in 	 an	 or ganisation,	 or ganisations	 also	 establish 	
and 	 maintain 	 r elationships. 	 They 	 use 	 various	 levels	 of	 communication 	
within 	 their	 envir onment	 and	 amongst	 their 	 departments 	 or	 sections. 	
Every 	 or ganisation 	 has 	 dif fer ent	 levels 	 or	 hierar chy 	 of 	 ranks	 working 	
together 	 for	 achieving	 common	 goals.	 The 	 infor mation	 flow	 in 	 such	
or ganisations 	 is	 expected	 to 	 be	 two-way 	 at	 the	 same 	 level 	 and 	 one-way	
across levels. 
Media and Communication Technology
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