Introduction to Communication Skills PDF

CUU 1003: COMMUNICATION SKILLS TOPIC ONE: Introduction to Communication Skills 1.0 OBJECTIVES This unit is designed to introduce to you the fundamentals of communications and the way they operate. The study of the various aspects of communications will help us to understand the dynamics of the commu...

CUU 1003: COMMUNICATION SKILLS TOPIC ONE: Introduction to Communication Skills 1.0 OBJECTIVES This unit is designed to introduce to you the fundamentals of communications and the way they operate. The study of the various aspects of communications will help us to understand the dynamics of the communication process and the importance of communications in our social and professional life. 1.1 INTRODUCTION Communication is universal to all human beings and is central to our lives. In fact, it regulates and shapes all human behaviour. Therefore, it is important to have a clear understanding ,of the concepts of communication. ✓ What is communication? ✓ Why is it important to us? ✓ How does it work? ✓ What are the element in the communication process and how do they relate and set the communication process in motion? ✓ And what are the different types of communication that we are engaged in? These are some of the questions that are dealt with here. Keeping these questions in mind while we study this unit will help us not only in understanding the meaning and process of communication but also in identifying tools for effective communication 1.2 COMMUNICATION 1.2.1 Meaning and Definition Dreaming, talking with someone, arguing in a discussion, speaking in public, reading a newspaper, watching a TV programme etc. are all different kinds of communication that we are engaged in every day. It means that we are constantly exchanging our thoughts, ideas, and emotions with someone or the other either to satisfy our physical, emotional or other needs or to get work done. It is obvious that communication is an integral part of one's life. In fact, society cannot survive in the absence of communication. There are numerous definitions of communication, and there is yet no aagreement on any single definition. Some of the more functional definitions of communication include: ❖ "the transfer or conveying of meaning" (Oxford Dictionary), "transmission of stimuli" (Colin Cherry), ❖ "one mind affecting another" (Claude Shannon); ❖ "one system influences another" (Charles E. Osgood), ❖ "the mechanism through which human relations exist and develop", or "sharing of experience on the basis of commonness" (Wilbur Schramm). Communication is more than mere transferring or transmission of ideas or thoughts. It is not a static act as some of the earlier definitions suggest but it is a dynamic process of action and interaction towards a desired goal. ❖ Communication is, therefore, a process of sharing or exchange of ideas, information, knowledge, attitude or feeling among two or more persons through certain signs odd symbols. ❖ The process by which information and feelings are shared by people through an exchange of verbal and non-verbal messages. ❖ The successful transmission of information through a common system of symbols, signs, behavior, speech, writing or signals. ❖ The creation of shared understanding through interaction between two or more agents. ❖ It is the art of being understood (Peter Ustinov) ❖ It is giving, receiving or exchanging information, opinions or ideas by writing, speech or visual means, so that the message communicated is completely understood by recipient(s). (Shirley Taylor 2005) What do we find in this definition? It says that two or more persons are involved in the act, the one who gives information (sender) and the one who receives it (receiver). What is being shared? - An idea or an information or an attitude (message). And through what means? The information is shared or exchanged through certain signs and symbols; it could be language, oral or written. While sharing and exchanging ideas or information with others, we are actually interacting with people and establishing a kind of relationship that helps us to achieve the task set before us. 1.2.2 Functions of Communication I) Information : Communication provides us enormous information about the environment in which we live. Information such as news of war, danger, crisis, famine etc. is important for that helps us in taking appropriate steps to safeguard our interests. 2) Instruction : One of the major functions of communication is to instruct, educate, and socialize the members of the society. All these functions start early in life, at home or in school, and continue till one completes the full cycle of life. Communication provides a fund of knowledge, expertise, and skills that enable people to operate as effective members of society. It also creates awareness, gives direction and opportunity to people so that they actively participate in public life. 3) Entertainment : Human beings must be entertained to break the monotony of routine and divert their attention from the troubles and tensions of daily life. The diversion should not be taken as a negative element. Such diversion has a positive role in our life, it revitalises our personality and even educates us. Communication provides boundless entertainment to people through pictures, films, music, drama, dance, art, literature, comedy, sports, games etc. 4) Persuasion : One of the most important functions of communication is to persuade the other party (Aristotle). Why is it so? Because persuasion helps in reaching decision or consensus on public policy so that it is possible to control and govern. But it is possible that one may resort to persuasion with a bad motive. The receiver must be careful about the source of such persuasion. 5) Debate and Discussion : It is through debate and discussion in media that the public can clarify different viewpoints on issues of public interest and arrive at a general agreement on matters that concern all. It is important for them to find out the reasons for such debates and discussions. Are the contending sides represented equally? Is any of the contending parties under pressure to toe a certain line? Such critical appraisal of debates and discussions would benefit the users. 6) Cultural Promotion : Communication provides opportunity for culture to be preserved and promoted. It stimulates individuals to pursue and fulfill their creative urges. But, then, one must be critical and ask questions : whose culture is being promoted, anyway? Ultimately, what motives do the senders of such cultural programmes have? 7) Integration : Communication is a great integrating tool. Through a fund of knowledge or information, individuals, groups or cultures come to know one another, understand and appreciate other's ways of life and thereby develop tolerance towards one another. 1.3 KINDS OF COMMUNICATION Human beings are engaged in a variety of communication acts. These are (i) Intrapersonal Communication; (ii) Interpersonal Communication (iii) Group Communication; and (iv) Mass Communication. Although each type appears to have distinctive features, they are all much alike in the sense that one enters into a meaningful relationship with one or more persons by means of signs and symbols. 1.3.1 Intrapersonal Communication It refers to communication that transpires inside a person; and this happens all the time. It is like talking to oneself, listening to oneself and relating one to oneself. Intrapersonal or auto-communication, therefore, is important in contemplating, conceptualizing and formulating our thoughts or ideas before we actually indulge in overt communication. 1.3.2 Interpersonal Communication This is the universal form of communication that takes place between two individuals. Since it is person-to-person contact, it includes everyday exchanges that may be formal or informal and can take place anywhere by means of words, sounds, facial expression, gestures and postures. In interpersonal communication, there is face-to-face interaction between two persons, that is, both are sending and receiving messages. This is an ideal and effective communication situation because you can get immediate feedback. You can clarify and emphasize many points through your expressions, gestures and voice. In interpersonal communication, therefore, it is possible to influence the other person and persuade him or her to accept your point of view. Since there is proximity between sender and receiver, interpersonal communication has emotional appeal too; it can motivate, encourage, and coordinate work more effectively than any other form of communication. Also, in a crisis, through interpersonal channel, flow of information is tremendous e.g. news of violence, famine or disaster. 1.3.3 Group Communication Group communication is an extension of interpersonal communication where more than two individuals are involved in exchange of ideas, skills, and interests. Groups provide an opportunity for people to come together to discuss and exchange views of common interest. There could be many different groups for as many different reasons. For instance, casually formed groups with friends over a drink, coffee break, games, dances or religious gatherings have a different purpose than that of groups attending a meeting or seminar to help fight AIDS or interacting with committee members to draft a proposal. Communication in a group, small or big, serves many goals including collective decision making, self-expression, increasing one's effect, elevating one's status, and relaxation. Group communication is considered effective as it provides an opportunity for direct interaction among the members of the group, it helps in bringing about changes in attitude and beliefs. Group communication has limitations too, as group interaction is time consuming and often inefficient, especially in an emergency. Besides, imbalances in status, skills and goals, may distort the process and the outcome sharply. 1.3.4 Mass Communication Outside the realm of interpersonal communication exists another form of communication which involves communication with mass audiences and hence the name mass communication; and the channels through which this kind of communication takes place are referred to as mass media. Both mass ccommunication and mass media are generally considered synonymous for the sake of convenience. Mass communication is unique and different from interpersonal communication as is evident from the following definition. Any mechanical device that multiplies messages and takes it to a large number of people simultaneously is called mass communication. The media through which messages are being transmitted include radio, TV, newspapers, magazines, films, records, tape recorders, video cassette recorders, etc., and require large organizations and electronic devices to put across the messages. Looking at the definition, it is clear that mass communication is a special kind of communication in which the nature of the audience and the feedback is different from that of interpersonal communication. An examination of these components will help in understanding the nature of mass communication itself. Importance of communication/ why does communication happen? The general reasons why we communicate include; 1. To influence motivation for enhanced performance 2. Helps one to network with other people 3. Builds understanding between the superior and the subordinates 4. Creates better interpersonal relationships 5. to acquire different kinds of knowledge 6. enables employees to appreciate the need for change Communication process/ Elements/Components of Communication The word ‘process’ indicates that it is an activity that is connected with a series of steps which are deliberately undertaken to reach a specific goal. The communication process comprises the following elements. i. Sender/ source- encodes the message ii. Medium/ channel iii. Receiver- decodes the message iv. feedback i. Sender/ Source As the sender/ source of the message, you need to be clear about what you're communicating, and what you want to communicate. You also need to be confident that the information you're communicating is useful and accurate. Message The message is the information that you want to communicate. Encoding This is the process of transferring the information you want to communicate into a form that can be sent and correctly decoded at the other end. Your success in encoding depends partly on your ability to convey information clearly and simply, but also on your ability to anticipate and eliminate sources of confusion (for example, cultural issues, mistaken assumptions, and missing information.) A key part of this is to know your audience: Failure to understand who you are communicating with will result in delivering messages that are misunderstood. ii. Channel/medium Messages are conveyed through channels, with verbal including face-to-face meetings, telephone and videoconferencing; and written including letters, emails, memos, and reports. Different channels have different strengths and weaknesses. For example, it's not particularly effective to give a long list of directions verbally, while you'll quickly cause problems if you criticize someone strongly by email. Decoding Just as successful encoding is a skill, so is successful decoding (involving, for example, taking the time to read a message carefully, or listen actively to it.) Just as confusion can arise from errors in encoding, it can also arise from decoding errors. This is particularly the case if the decoder doesn't have enough knowledge to understand the message. iii. Receiver Your message is delivered to individual members of your audience. No doubt, you have in mind the actions or reactions you hope your message will get from this audience. Keep in mind, though, that each of these individuals enters into the communication process with ideas and feelings that will undoubtedly influence their understanding of your message, and their response. To be a successful communicator, you should consider these before delivering your message, and act appropriately. iv. Feedback Your audience will provide you with feedback, verbal and nonverbal reactions to your communicated message. Pay close attention to this feedback, as it is the only thing that allows you to be confident that your audience has understood your message. If you find that there has been a misunderstanding, at least you have the opportunity to send the message a second time. Context The situation in which your message is delivered is the context. This may include the surrounding environment or broader culture. These include; corporate culture; emotions, reactions, attitudes and opinions of people whom the communication is transmitted. The context differs from situation to situation. The context influences both the encoding and decoding stages Communication Models How does communication work? It is not enough to be aware of what counts as communication or what does not. A true test in understanding communication is to know how it works. How does communication work? With this question, we can also have many answers (models adapted from DeVito 2001; Littlejohn 2002: 207-232; Rosenblatt et al. 1992; Stanton 1982). 2.1 Linear model This is perhaps the most basic model of communication. Communication involves two people – the sender and the receiver of the message. The communication process is relatively unproblematic: one person sends a message, and then another person receives it. In this way, the flow of information is linear: Sender Receiver Sender Receiver 2.2 Interactional model An interactional view of communication assumes that the sender who encodes a message also receives feedback from the receiver who decodes the message. This view also includes channel or medium of communication, as well as the physical environment (noise, seating arrangement, etc.): Immediate physical environment Sender Encoding Channel or medium Decoding Receiver Feedback Immediate physical environment 2.3 Transactional model This model suggests that both the receiver and sender of the message change roles most of the time. The receiver is also a sender of the message, while the sender is also a receiver of the message. Immediate physical environment Sender Receiver Immediate physical environment What these tell us is this: whether you are writing an email to your boss, your female colleague is engaging in a debate with a male colleague, or your project group is discussing a seemingly unresolved problem, these communication contexts will always have participants, take on various modes of communication (is it oral? Written? Simultaneously oral/written like in an online chat?), immediate environments, as well as be shaped by relations of power and cultures. If you know that all these elements work together in every communication context, you may be able to understand more adequately how and why people behave in a particular way. Since 300BC, theorists have developed communication models in attempts to explain and understand how to improve communication and rhetoric. As time has passed, we have developed increasingly more complex models to explain how we communicate. Today, the main models of communication are can be split into three categories: Linear models – only looks at one-way communication. Interactive models – looks at two-way communication. Transactional models – looks at two-way communication where the message gets more complex as the communication event (e.g. conversation) progresses. The Linear Models Linear models explain one directional communication processes. 1. Aristotle’s Model One Sentence Overview: A framework for thinking about how to improve your communication abilities, by looking at key aspects underpinning a situation. Aristotle’s model of communication is the oldest communication model, dating back to 300BC. The model was designed to examine how to become a better and more convincing communicator. Aristotle argues we should look at five elements of a communication event to analyze how best to communicate: speaker, speech, occasion, target audience and effect. He also identified three elements that will improve communication: ethos (credibility), pathos (ability to connect) and logos (logical argument). Aristotle’s model does not pay attention to the role of feedback in communication. 2. Lasswell’s Model  How to Question Component Analyze Example of Component Control Who? Communicator Analysis Vacuum cleaner salesman Says Content Promotes his brand of vacuum as What? Message Analysis the best brand In Which Media Channel? Medium Analysis On television Audience To evening TV viewers in the To Whom? Audience Analysis United States Achieving brand awareness, promoting the belief that this is With What Effects the best vacuum, leading to Effect? Effect Analysis increased sales revenue One Sentence Overview: A basic framework for analyzing one-way communication by asking five questions: Who, said what, through which channel, to whom, with what effects? Lasswell’s model of communication tries to understand a communication event by asking five important questions. It looks at who created the message (and what their bias may be), what they said, the channel they said it through (e.g. TV, radio, blog), who they said it two, and what effect it had on the receiver. This model is effective as it provides a very simple and practical way of critiquing a message and exploring five important elements that can help explain the event under analysis in more detail. 3. Shannon-Weaver Model One Sentence Overview: The Shannon-Weaver model is the first to highlight the role of ‘noise’ in communication, which can disrupt or alter a message between sender and receiver. The Shannon-Weaver model sees communication occurring in five key parts: sender, encoder, channel, decoder, receiver. It emphasizes the importance of encoding and decoding messages for them to be sent (e.g. turning them into written words, morse code, etc.). During the process of encoding, sending and decoding, ‘noise’ occurs that can disrupt or cloud a message. In the most traditional sense, this may be static on a radio broadcast, or even extend to mishearing a conversation or misspelling an email. This model was the first to introduce the role of noise in the communication process. The idea of feedback was retroactively introduced to this model. 4. Berlo’s S-M-C-R Model One Sentence Overview: Berlo’s S-M-C-R model explains communication in four steps: Source, Message, Channel, and Receiver. Berlo’s model of communication explains it in four steps: Source, Message, Channel, and Receiver. The unique aspect of Berlo’s model is that it gives a detailed account of the key elements in each step that will affect how well the message is communicated: Source: Elements of the source include communication skills of the sender, their attitude and their culture. Message: Elements of the message include its content, structure and code. Channel: Elements of the channel include the senses of hearing, seeing, touching, smelling, etc. Receiver: Elements of the receiver include their attitude, knowledge and culture. The Interactive Models The interactive models are best for explaining impersonal two-way communication processes. 5. Osgood-Schramm Model One Sentence Overview: The Osgood-Schramm model looks at reciprocal communication, showing how we have to encode, decode, and interpret information in real-time during a conversation. The Osgood-Schramm model explores communication that is equal and reciprocal. It does not differentiate between the sender and receiver, but sees each as being in an equal position as message encoders and decoders. This model is best for explaining and examining personal synchronous communication where feedback is immediate (such as face-to-face discussions). As feedback is immediate, noise can be reduced through ongoing clarification of messages during the conversation. 6. The Westley And Maclean Model Westley and Maclean model shows that our communication is influenced by environmental, cultural and personal factors. The Westley and Maclean model embraces the importance of feedback in communication. However, it also emphasizes the important role of environmental and cultural factors in influencing communication. It shows that the things we say and communicate are influenced by who we are, what our background is, and what perspective we are approaching issues from. The model takes into account the object of orientation (background, culture and beliefs) of the sender and receiver of messages. It also considers the message to have been received and sent within a broader social context that needs to be considered to know and understand the message. Transactional Model 7.Barnlund’s Transactional Model Barnlund’s Transactional Model of Communication highlights the role of private and public cues that impact our messages. Barnlund’s Transactional Model of Communication is a model that explores interpersonal, immediate-feedback communication. Central to this approach is the idea that feedback for the sender is the reply for the receiver. This model also highlights the role of ‘cues’ in impacting our messages. Barnlund highlights the role of public cues which are environmental cues, and private cues which are a person’s personal thoughts and background. With this emphasis on cues, Barnlund’s model highlights the factors that influence what we think and say. 8. Dance’s Helical Model Dance’s Helical Model sees communication as a circular process that gets more and more complex as communication occurs, which can be represented by a helical spiral. Dance’s Helical Model builds on circular models by explaining how we improve our messages over time by using feedback. When we communicate with others, their feedback will influence our next statement. We become more knowledgeable with each cycle of communication, enabling up to ‘expand our circle’, as represented by the increasingly wider and wider circles. The movement up the spiral indicates that each communication practice is new and different from the previous, as communication does not ever perfectly repeat itself.