Communication channels: definition, types, characteristics. Channels of marketing communication. Channels of personal communication

It's not a secret that communication is a very important, even inalienable moment of social relations. This concept primarily means the exchange of various kinds of information between subjects.

Even at the origins of human society, interaction and communication played an important role. These were the first channels of communication. To date, the role of information continues to grow. In connection with this, all the existing types of communication channels are of great importance for mankind.

Many people know the phrase of the famous writer Antoine de Saint Exupery. At one time he said that the most valuable in the world is the luxury of human communication. This statement has not lost its relevance today. Effective communication between people, without any doubt, is one of the main factors of success in many spheres of life of human society. It helps to build loyal and trustworthy friends, build a career, and achieve recognition and success. Without an effective arrangement of such relations through communication channels, all this becomes impossible.

Definition of concept

What are communication channels? The definition of this concept is important for the process of information transfer. So, the communication channel is this or that means, using which, it is possible to transfer the message from the source to the receiver. The first of them sends this or that information, and the second receives it. In this case, the addressee can be not one. So, during the presentation the lecturer transmits information to the whole audience. And the message can not be limited to text or sounds. Often it includes intonations, gestures, etc.

The development of communication in human society

Communication channels are real or imaginary communication lines, through which information is transferred. In this case, both the source and the subscriber need certain means for perception. They are codes and languages, as well as technical devices.

Means and channels of communication have undergone changes with the development of human society. Together with people, they went from a primitive system to a post-industrial civilization. At the same time, not only the quantity changed, but also new types of communication channels emerged. The natural ways of transferring information were gradually supplemented by artificial ones, created for these purposes by the people themselves.

Nonverbal and verbal channels

These types of information transfer are natural. Non-verbal and verbal communication channels use means that are naturally inherent in a person. Thanks to this, it becomes possible to transmit a semantic message.

Nonverbal (nonverbal) and verbal (verbal) are channels of social communication. And the first of them is the oldest.

It arose in the process of biological evolution long before the very appearance of man, when higher animals expressed their attitude to various events with different emotions.

Speaking or using the verbal communication channel is the hallmark of the human race. For the emergence of this process, it was necessary to develop the articulatory system, the formation of a special zone in the brain, etc. It is because of the lack of all these biological prerequisites that representatives of the animal world can not speak.

The emergence of artificial channels

With the development of human society, there was a need to transfer information in the absence of direct contact between two or more entities. That's why there were artificial channels of communication. The very first of these was the documentary. It included decorations and amulets, tattoos and symbols that have certain concepts ("tree", "beast", "woman", etc.). Such primitive painting was the initial stage of the development of writing. With its appearance, a new channel for documentary communication arose. Over time, manuscripts were supplemented with printed literature and press.

Along with the development of the documentary channel of communication, the verbal communication continued to improve. She received at her disposal telegraph, telephone, radio and television.

For today, mankind has a huge choice of channels of communication. Social means of information transfer were supplemented with new inventions, and this, first of all, computers.

Types of social communication

In modern society, the transfer of information is carried out based on the channels and means of material and technical equipment used. In this connection, the following types of social communication are distinguished:

1. Oral. This communication uses both natural non-verbal and verbal channels, as well as means.
2. Documentary. This communication uses for the transmission of information channels that were artificially created by man. These include the press, writing and visual arts that convey meaning in space and time.
3. Electronic. It is based on wire and radio communications, computer technology, magnetic and optical recording media.

All three kinds of social modes of information transfer exist in unity with each other.

Oral communication

Already in the very name of this method of communication is its real content. Oral communication, that is, "transmitted through the mouth," is not limited to verbal interactions. It is also carried out with the help of the senses.
That is why the structure of oral communication includes various ways and means, which are its elements. The brightest of them is speech. It is capable of transmitting information of increased complexity. The language of this or that people makes it possible to use ambiguous words and effective phrases. In the process of such a message transmission, the effect of "descending the compressed spring" often occurs, that is, the transmission of any single concept or term causes the interlocutor to understand a large amount of information.

An important element of oral communication is the recipient's reaction. It can be benevolent or hostile, active or passive, faked, etc.

In addition to verbal communication, an important element of oral communication is visual contact. In the transmission of simple information, it plays a greater role than the speech of the interlocutor. Visual information, including gestures, postures and facial expressions, is needed to introduce emotional and sensory components into verbal communication. An important element in this case is the concept of appearance. Hence, there is a proverb that says that any person is met by clothes. And this is not surprising. After all, in earlier times clothes largely spoke of the class nature of the interlocutor. Today, the elements of the non-verbal image include not only branded clothes, but also watches, cars, cell phones and so on.

In the process of oral communication, the social and landscape environment of the interlocutor is also inscribed. This includes the elements of the landscape, etc.

So, oral communication is a complex interaction of subjects, in the process of which all senses are included, as well as intuitive and logical resources. In addition, it is the basic way of transferring information, without which all its other forms become impossible.

Documentary communication

This is another type of message transfer method. Its main tool is a document, which includes a material stable object, created for use in social communication. Its distinctive features are:

1. The presence of meaning. Only in this case it becomes possible to communicate subjects. A message without meaning is attributed to noise.
2. Presence of a stable material form, which serves to ensure the long-term preservation of the document. What is "written by a fork in the water" does not belong to this category.
3. Purpose for use in communication channels. These can be objects that were not originally documents. This status of historical, cultural, ethnographic and archeological artifacts was later attributed to the presence of a meaning in them, which can be deciphered and "read" like a text.
4. Completion of the prisoner in the message. However, this requirement is relative in the part of unfinished literary works, sketches, sketches, rough drafts, etc., which at one time were written by great scientists, poets, artists.

To date, there is a certain typification of documents.

And it was developed based on their sign form. So, all documents are divided into:

1. Readable. These include works of writing written in natural or artificial language.
2. Iconic. This kind includes documents that carry images (pictures and pictures, photographs and movies, transparencies, etc.).
3. Ideographic. These are documents using symbols (maps and drawings, emblems and schemes, emblems, etc.).
4. Symbolic. These are items related to material objects performing documentary functions (historical relics, museum exhibits, architectural monuments).
5. Audial. These are phonetic, sounding documents, as well as various kinds of sound recordings.
6. Machine readable. These include disks and magnetic tapes, punch cards, etc.

All listed types of documents are types of communication channels.

Written text is also an integral part of business communication. In other words, documents are the main communication channels for each of the existing organizations.

Written genres of any company, as a rule, have legal competence. That is why they are devoid of emotional and any other personality. But the documents are the communication channels of the organization, which have logicality and objectivity, clarity and meaningful exhaustion, compositional order, etc. The text of such a message is directed not only to report, prove, declare, etc. It must To carry in itself the embodiment of the adopted standard.

Electronic communication

The 20th century was the period of the second technical revolution, as a result of which television and phototelegraph, computer communications and video recording appeared. In the same period, there was an e-mail, which by the turn of the 1990s became the global Internet communication system. All this is the next stage in the development of methods for transmitting messages. It is characterized by the translation of information from oral and documentary forms to electronic.

Since its inception, a new type of message transmission has been presented as a means of overcoming the distance between subjects. In addition, the electronic communication channel was planned to be used as a repository not only of written, but also oral information. It was an instrumental stage in the development of such communication. It became possible in connection with the achievements of the scientific and technological revolution.

When using electricity, the problem of speed in the transmission of information was solved. And if earlier the movement of radio waves occurred at the speed of light, now the global exchange of messages is almost instantaneous. At the same time, it allows you to convey oral and written speech, as well as an image. In addition, electronic communication channels solved the problem of storing messages, which allowed us to enter a new paperless stage in the development of social communications.

At the intellectual stage of development, there has been a shift from quantitative changes in the way messages are transmitted to qualitative ones. It was caused by the fact that the needs of the society for the preservation and dissemination of texts began to exceed those possibilities possessed by available technical means. Humanity began to need new devices that would be able to store large amounts of information and transmit it over considerable distances. And they were created as a result of scientific and technical developments. Today, communication channels include computer and expert systems, as well as word processors. At the same time artificial intelligence was connected to the process of information transfer. This allowed the person to entrust the computer routine operations, requiring a lot of repetition and constant attention.

At this stage, the personal and group communication needs of humanity are met through the use of the Internet. This is a global computer network in which a virtual space is created.

Rapid development of electronic communication channels affects virtually all spheres of human activity. This includes interpersonal communication, and the work of enterprises, and the economies of countries in general.

Marketing Communication

This method of information transfer is used in all areas of activity, the purpose of which is to achieve successful sales to meet the needs of society.

Channels of marketing communication are used to create a positive image of the organization on the market. At the same time, they are an effective tool for the sales process. As a result of such transfer of information:

• Transmission of messages to target groups of the audience on the implementation of certain services or goods;
• Creating a favorable attitude to the company;
• Formation of the image of the brand, which allows to provoke the confidence of customers;
• Attraction of new consumers.

Channels of marketing communication can be both external and internal. At the same time, they are all designed to transfer information from the producer to the consumer in order to meet the demands of the company and receive profit from sales.

The main components of marketing communication include:

1. Advertising in any form that allows you to distribute information that helps to sell goods and services.
2. Sales promotion. This is a special kind of activity that allows you to retain a market share of corporate influence and promotes new products.
3. Direct mail. This communication channel is designed to stimulate sales by mail.
4. Telemarketing. This communication channel uses telephone communication to increase sales and create a positive opinion of consumers about the company.
5. Public relations. This is a special form of marketing communication, using as an advertisement exhibitions and fairs, packaging and design.

All of the above ways of conveying messages are sent by companies to increase consumer demand and increase sales. That is why each organization strives to develop and implement a strategy in the field of managing marketing processes.

Characteristics of the channel of personal communication

The transmission of messages plays an important role in modern society. In this connection, the characteristic of communication channels is so important and relevant for a person. Let us consider them in more detail.

One of the most universal channels of personal communication are considered. Their main advantages are:

• The possibility of direct emotional impact on the recipients of information;
• Feedback, giving the possibility of an instant response to what is happening;
• Targeting;
• confidentiality;
• The possibility of minimizing intermediaries and technical means;
• cheapness.

However, despite all the above characteristics, the channels of personal communication are not always used. This is due to their negative aspects, the main of which lies in the limited size of the audience.

It should be borne in mind that personal - this is the most effective channels of communication in cases where it is required to establish relations with people whose viewpoint is significant for society. In other words, with the "leaders of opinions".

Characteristics of the media channels

There is another way of communication, which makes it possible to transmit messages to the maximum possible number of consumers. It is often used for marketing purposes. This is the transmission of messages through the channels of mass communication. Their main means are television and radio, outdoor advertising and the press, as well as the Internet. All these are communication channels used to convey information to the broad masses. Let's consider their main characteristics.

Television means are channels of mass communication. Their main advantage is:

1. Grassroots. The audience sitting in front of the TV is the largest of all possible. It is TV that gives the modern man more than half of all the information he receives.
2. Speed. All the viewers receive simultaneous information.
3. Multithreading. All transmitted messages exert their influence on the viewer by means of an audiovisual contact that ensures maximum digestibility.

To the disadvantages of television can be attributed weak controllability of the information flow. TV is not capable of providing information to the target audience.

The press applies to the media. At the same time, printing means have the following advantages:

1. A small cost. This method is relatively inexpensive to deliver information to the right target audience.
2. Precision of circulation. The necessary target audience will necessarily read the information submitted by you, if it is printed in a publication that specializes in similar topics.
3. Ability to present details. The media can publish the most complete information.
4. Ease of perception. All information stated in the printed publication is read by the user on his own initiative. This has a positive effect on her perception.

To the mass media, which transmit information necessary for the manufacturer, one can also refer to outdoor advertising. Its main advantages include:

1. Throwing. This is possible because of the large size of the shields and the use of large drawings and texts.
2. Location. The consumer knows the place of installation of the advertising medium.
3. Low cost. The price for such advertising is much lower than for a message posted on TV or in the media.

From the shortcomings of outdoor advertising can be identified impossibility to convey to the audience a large amount of information.

The most modern media is the Internet. Its advantages include:

1. Low cost of advertising.
2. Interest on the part of the buyer.
3. Possibility of receiving feedback.
4. Speed of propagation.

Among the shortcomings of the Internet are a low credit of users' trust . After all, in this global network can be placed information of any kind, even knowingly unreliable. That is why the reports published in other media are of great interest to the layman.