Fundamentals of Communication

Fashion Corporate Identity

• Nature of communication & the five types

Module Topics

• Definition of Communication
• Theories of Communication
• Communication Process & Cycle
• Five Types of Communication
• Verbal Communication
• The 7 C's in Verbal Communication

What is Communication?

• "Communicare" stems from Latin and means "to share" or "to make something common."
• Defined as "a process by which information is exchanged between individuals through a common system of symbols, signs, or behavior" per Merriam-Webster
• The Oxford Dictionary defines it as "exchanging of information by speaking, writing, or using some other medium.”
• A working definition is that it is a process by which people transmit information, share verbal and non-verbal messages, and create meaning with each other.
• Learning effective communication helps articulate ideas and facilitates the pursuit and negotiation of life goals, making it a useful skill.

Theories of Communication

Shannon-Weaver (1948) Model

• Best used to describe a linear form.
• There are five key stages to the communication process.
• The Sender is the initiator of the message.
• The Encoder converts the message into signals, such as written, spoken words, signing, or body language like emojis and GIFs.
• The Channel is how the message is sent, be it verbally through airwaves or digitally like email.
• The Decoder interprets the message and converts it into a comprehensible language, either a machine processing binary data or a human brain interpreting language, visuals, and intonation.
• The Receiver interprets the message for meaning.
• Noise refers to anything interfering with the message during the channel stage, such as background noise or distractions preventing focus.
• First published in 1948.
• Adapted and modified in many ways since.
• Was created by Claude Shannon, a mathematician, and Warren Weaver, a scientist.
• Drawn from an interest in "machine translation."

Dean Barnlund (1962) Transactional Model

• Proposed in 1970.
• It is a two-way dynamic form of communication for interpersonal exchanges, where sending and receiving occur simultaneously.
• Emphasizes a multi-layered feedback system in a continuous process.
• Senders and receivers interchange roles of equal importance.
• A constant feedback is provided by all parties.
• It shows shared field experience of the sender and receiver; it takes into account simultaneous messaging, noise, and feedback.
• Considered by critics to be the most systematic model of communication.

Robert Craig (1999) Constitutive Communication

• Proposed in 1999.
• Provides a comprehensive framework for understanding human communication's various dimensions and processes.
• Identifies seven distinct traditions, each emphasizing different processes.
• Seven traditions influence the context when it comes to interpersonal communication, including Rhetorical, Semiotic, Phenomenological, Cybernetic, Socio-Psychological, Sociocultural, and Critical.
• It is significant as it recognizes communication's complexity and multifaceted nature through multiple perspectives, offering unique lenses to examine operations and impacts on human interactions and society.

Types of Communication

• Verbal includes spoken words; non-verbal includes body language; written; visual; and listening.

Verbal Communication

• Uses spoken words to convey information.
• Relies on speaking.
• Could be face-to-face, over the phone, or video call.
• Considered the most basic form of communication, essential for maintaining relationships, discussing plans, and understanding emotions.
• Verbal focuses on words, Non-verbal focuses on subtle things.
• Appropriate words are used based on the condition of the communication.
• Fluency, clarity, and basic comprehension are required.
• Interpersonal communication involves a face-to-face conversation, two-person discussion, counseling, negotiations, interviews, dates, interrogation, arguments, phone calls, and video chats.
• Group communication may include meetings, discussions, video conferences, tutoring, and pitching.
• Public communication involves public speaking, motivational speeches, teaching, and speaking at conferences or events.
• Challenges in verbal communication include information overload, cultural diversity, language barriers, complex jargon, emotional barriers, lack of clarity, inconsistency, attitude, perceptions, expectations, motivation, and negative body language.
• Mass communication includes public speaking.
• Interpersonal communication includes face-to-face interactions.
• Intrapersonal Communication concerns the internal conversations that one has with oneself.
• Organizational Communication concerns leadership skills and formal relationships.

The 7 C's of Communication

• Developed in 1952 by Scott M. Cutlip and Allen H. in 'Effective Public Relations'.

• Clear: clarity ensures easy-to-read and understand messages. This involves avoiding jargon, using simple language and structures, and maintaining a clear voice at a considerate volume.

• Concise: get straight to the point.

• Concrete: be specific, vivid, and not vague. Use the necessary information.

• Correct: focus on correct language usage, spelling, and punctuation to avoid misinterpretation.

• Coherent: ensure communication is logical and consistent, flowing smoothly without speed bumps, and linking multiple points or arguments in a natural order.

• Complete: keep in mind the completeness criteria: who, what, when, where, why, and how. This includes audience appropriateness, objectives, timelines/deadlines, a place for holding and required details of communication, its overall importance, and how to encourage a positive response.

• Courteous: messages use positive words and respect the receiver to be goodwill and show empathy. Choose language carefully, avoiding discriminatory references.

Etiquette in Conversation

• Etiquette in conversation refers to a code of conduct or a polite behavior displayed in interpersonal communications.

Basic Principles include

• Listen Actively: focus on the speaker, show interest through nonverbal cues, provide feedback.
• Body Language: maintain open, non-verbal friendly language, avoid excessive movements, and be mindful of personal space.
• Respect and Politeness: approach with intent, use polite language, and maintain a pleasant demeanor.
• Turn-Taking: allow others to speak, use natural pauses to interject, and encourage quieter participants to share their thoughts.
• Be genuine, stay open-minded, encourage body language, be humorous, stay on topical, and be direct. Be inclusive and introduce everyone in the discussion. Keep calm and seek resolution when necessary.