Types of Communication-3 Chapter 3

Group Communication and Public Communication

There are different types of Communication. These are often categorized differently by different scholars. We will discuss different types of Communication in this blog. Since this chapter is a long one, I have split it into different volumes to help students. This will be a series called Types of Communication-1,2,3,4,5

1. Verbal Communication and Non- Verbal Communication
2. Inter-personal Communication and Intra-personal Communication
3. Small Group Communication and Public Communication
4. Mass-Line Communication and Mass Communication
5. Formal Communication and Informal Communication

We have already discussed 'Verbal Communication and Non- Verbal Communication' in my post titled Types of Communication-1 and 'Inter-personal Communication and Intra-personal Communication' in Types of Communication -2. We now proceed to discuss 'Small Group Communication and Public Communication'.

Group Communication

When we speak of Group Communication, we are speaking about a group. When two or more persons interact with each, have a common goal and consider themselves as part of a Group, It is termed as Group Communication.

A group according to MacIver is a , “mean any collection of human beings who are brought into social relationship with one another”. Robert K. Merton says “A social group is a number of people who define themselves as members of a group; who expect certain behaviour from members that they do not expect from outsiders and whom others define as belonging to a group.”

While Bottomore defines it a bit more elaborately as he says, “A social group is an aggregate of individuals in which
                         (i) definite relations exist between the individuals comprising it, and
                        (ii) each individual is conscious of the group itself and its symbols”

Group members contribute to building of belonging and become a source of information and knowledge. Belonging to a group in some cases also gives a feeling of security and can boost Social identity. It is the interaction among the group that gives it nature rather than Physical proximity.

An individual may belong to one or more groups at the same time. For instance, a person may belong to a group of friends from one's college. However, the same individual may belong to another group that is a football lover's group in one's residential colony.

Luis Kumpiluvelil sdb says, 'Group Communication is one form of interpersonal communication. The persons in the group may belong to a homogenous or heterogenous group depending on their social context. Group Communication can take place at formal and informal levels.'

Most Sociologists refer to three types of Groups. These include

1. Primary Group
2. Secondary Group  
3. Reference Group

Primary Group: 

In the words of C.H. Cooley, “By primary I mean those characterised by intimate face-to-face association and co-operation. These are primary in several senses but chiefly in that they are fundamental in framing the social nature and ideals of the individual”. Primary groups are usually characterised by physical proximity, small size, similarity of background or culture and  common interests.

Secondary Group: 

A secondary group unlike a Primary group is not small in size. It need not have face to face interactions and the relations are casual and impersonal by nature. According to Ogburn, “The groups which provide experience lacking in intimacy are called secondary groups”.

Secondary groups are goal-oriented by nature, however, the roles assigned are clearly specified. The member may be scattered across the globe, but it is the goal that gets them together.

Reference Group:

According to Encyclopedia.com, "The term “reference group” was first used by Hyman, who elaborated the concept and explored some of its properties in 'The Psychology of Status' (1942)." He says, "Reference group is the group to which the individual refers in the sense that he identifies himself either consciously or unconsciously with it."

"In simple words a reference group is any person or group that serves as a point of comparison (for reference) for an individual in forming either general or specific values, attitudes, or behavior (Schiffman & Kanuk, 2000). Given that social networks are conformed in different manners in different cultural contexts, reference group influence varies across cultures (Childers & Rao, 1992).

Reference groups have basically two functions (Kelley, 1965): A normative function that sets and enforces standards for the individual, and a comparative function that serves as a comparison point against which an individual evaluates himself and others (Cocanougher & Bruce, 1971).

Public Communication

Any information that occurs between individuals and groups of people or Public can be termed as Public Communication. Often Mass media is used as a means to reach out to a large audience.
A speech given on a stage to an audience is one instance of Public communication. Politicians speaking in a public rally, or a huge company advertising on a public platform are examples of Public Communication.

Nicole Papa (2017) says, "Public communication is the sending and receiving of messages on a large scale that impacts groups of people. For the communication to be considered effective, the messages must be clearly and accurately sent and received with a high degree of comprehension."

P.S: The Books and Online materials have been mentioned for the convenience of the students. You may read them online, or read the books available on the mentioned authors from your library for further study or buy the same online.