Feedback is the process by which the receiver “reacts” to the sender’s message. Even in a one-way communication cycle, feedback is essential. It is necessary to let the sender know that the message was (a) actually received, (b)encoded, and (c) ascribed with the same meaning that the sender intended. The absence of feedback can contribute to significant distortions in communication, since senders never know whether their message is being received, much less understood. Anyone who has ever talked to a large audience may find himself directing his comments to the individual who is non verbally shaking her head “yes”, or smiling, or in some other way acknowledging that the communication is being received and even appreciated. The sender is unlikely to direct comments to a receiver who is shaking his head “no”, or asleep, unless the comments are specifically designed to change the receiver’s disposition.

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