Introduction to Communication Studies PDF

This is “Introduction to Communication Studies”, chapter 1 from the book A Primer on Communication Studies (index.html) (v. 1.0). This book is licensed under a Creative Commons by-nc-sa 3.0 (http://creativecommons.org/licenses/by-nc-sa/ 3.0/) license. See the license for more details, but that basi...

This is “Introduction to Communication Studies”, chapter 1 from the book A Primer on Communication Studies (index.html) (v. 1.0). This book is licensed under a Creative Commons by-nc-sa 3.0 (http://creativecommons.org/licenses/by-nc-sa/ 3.0/) license. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms. This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz (http://lardbucket.org) in an effort to preserve the availability of this book. Normally, the author and publisher would be credited here. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. Additionally, per the publisher's request, their name has been removed in some passages. More information is available on this project's attribution page (http://2012books.lardbucket.org/attribution.html?utm_source=header). For more information on the source of this book, or why it is available for free, please see the project's home page (http://2012books.lardbucket.org/). You can browse or download additional books there. i  Chapter 1 Introduction to Communication Studies How did humans develop the ability to communicate? Are humans the only creatures on earth that communicate? What purpose does communication serve in our lives? Answers to these historical, anthropological, and social-scientific questions provide part of the diversity of knowledge that makes up the field of communication studies. As a student of communication, you will learn that there is much more to the field than public speaking, even though the origins of communication studies are traced back thousands of years to ancient Greek philosophers and teachers like Plato and Aristotle who were the first to systematically study and write about speech. Communication students and scholars also study basic communication processes like nonverbal communication, perception, and listening, as well as communication in various contexts, including interpersonal, group, intercultural, and media communication. Communication has been called the most practical of the academic disciplines. Even the most theoretical and philosophical communication scholars are also practitioners of communication, and even though you have likely never taken another communication studies class, you have a lifetime of experience communicating. This experiential knowledge provides a useful foundation and a starting point from which you can build the knowledge and practice the skills necessary to become a more competent and ethical communicator. I always inform my students that I consider them communication scholars while they are taking my class, and I am pleased to welcome you to the start of your communication studies journey. Whether you stay on this path for a semester or for much longer, studying communication has the potential to enrich your life in many ways. I want this book to be a dialogue, so I encourage you to contact me with any questions, comments, or suggestions you may have as you read. You can visit my website at http://www.richardgjonesjr.com to find multiple ways to contact me and to find links to many communication resources. 1 Chapter 1 Introduction to Communication Studies 1.1 Communication: History and Forms LEARNING OBJECTIVES 1. Define communication. 2. Discuss the history of communication from ancient to modern times. 3. List the five forms of communication. 4. Distinguish among the five forms of communication. 5. Review the various career options for students who study communication. Before we dive into the history of communication, it is important that we have a shared understanding of what we mean by the word communication. For our purposes in this book, we will define communication1 as the process of generating meaning by sending and receiving verbal and nonverbal symbols and signs that are influenced by multiple contexts. This definition builds on other definitions of communication that have been rephrased and refined over many years. In fact, since the systematic study of communication began in colleges and universities a little over one hundred years ago, there have been more than 126 published definitions of communication.Frank E. X. Dance and Carl E. Larson, The Functions of Human Communication: A Theoretical Approach (New York, NY: Holt, Reinhart, and Winston, 1976), 23. In order to get a context for how communication has been conceptualized and studied, let’s look at a history of the field. From Aristotle to Obama: A Brief History of Communication While there are rich areas of study in animal communication and interspecies communication, our focus in this book is on human communication. Even though all animals communicate, as human beings we have a special capacity to use symbols to communicate about things outside our immediate temporal and spatial reality.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 43. For example, we have the capacity to use abstract symbols, like the word education, to discuss a concept that encapsulates many aspects of teaching and learning. We can also reflect on the past and imagine our future. The ability to think outside our 1. The process of generating immediate reality is what allows us to create elaborate belief systems, art, meaning by sending and philosophy, and academic theories. It’s true that you can teach a gorilla to sign receiving verbal and nonverbal words like food and baby, but its ability to use symbols doesn’t extend to the same symbols and signs that are influenced by multiple level of abstraction as ours. However, humans haven’t always had the sophisticated contexts. communication systems that we do today. 2 Chapter 1 Introduction to Communication Studies Some scholars speculate that humans’ first words were onomatopoetic. You may remember from your English classes that onomatopoeia refers to words that sound like that to which they refer—words like boing, drip, gurgle, swoosh, and whack. Just think about how a prehistoric human could have communicated a lot using these words and hand gestures. He or she could use gurgle to alert others to the presence of water or swoosh and whack to recount what happened on a hunt. In any case, this primitive ability to communicate provided an evolutionary advantage. Those humans who could talk were able to cooperate, share information, make better tools, impress mates, or warn others of danger, which led them to have more offspring who were also more predisposed to communicate.Marshall T. Poe, A History of Communications: Media and Society from the Evolution of Speech to the Internet (New York, NY: Cambridge University Press, 2011), 27. This eventually led to the development of a “Talking Culture” during the “Talking Era.” During this 150,000 year period of human existence, ranging from 180,000 BCE to 3500 BCE, talking was the only medium of communication, aside from gestures, that humans had.Marshall T. Poe, A History of Communications: Media and Society from the Evolution of Speech to the Internet (New York, NY: Cambridge University Press, 2011), 36. The beginning of the “Manuscript Era,” around 3500 BCE, marked the turn from oral to written culture. This evolution in communication corresponded with a shift to a more settled, agrarian way of life.Marshall T. Poe, A History of Communications: Media and Society from the Evolution of Speech to the Internet (New York, NY: Cambridge University Press, 2011), 61–73. As hunter-gatherers settled into small villages and began to plan ahead for how to plant, store, protect, and trade or sell their food, they needed accounting systems to keep track of their materials and record transactions. While such transactions were initially tracked with actual objects that symbolized an amount—for example, five pebbles represented five measures of grain—symbols, likely carved into clay, later served as the primary method of record keeping. In this case, five dots might equal five measures of grain. During this period, villages also developed class systems as more successful farmers turned businessmen prospered and took leadership positions. Religion also became more complex, and a new class of spiritual leaders emerged. Soon, armies were needed to protect the stockpiled resources from others who might want to steal it. The emergence of elite classes and the rise of armies required records and bookkeeping, which furthered the spread of written symbols. As clergy, the ruling elite, and philosophers began to take up writing, the systems became more complex. The turn to writing didn’t threaten the influential place of oral communication, however. During the near 5,000-year period of the “Manuscript Era,” literacy, or the ability to read and write, didn’t spread far beyond the most privileged in society. In fact, it wasn’t until the 1800s that widespread literacy existed in the world. 1.1 Communication: History and Forms 3 Chapter 1 Introduction to Communication Studies The end of the “Manuscript Era” marked a shift toward a rapid increase in communication technologies. The “Print Era” extended from 1450 to 1850 and was marked by the invention of the printing press and the ability to mass-produce written texts. This 400-year period gave way to the “Audiovisual Era,” which only lasted 140 years, from 1850 to 1990, and was marked by the invention of radio, telegraph, telephone, and television. Our current period, the “Internet Era,” has only lasted from 1990 until the present. This period has featured the most rapid dispersion of a new method of communication, as the spread of the Internet and the expansion of digital and personal media signaled the beginning of the digital age. The evolution of communication media, from speaking to digital technology, has also influenced the field of communication studies. To better understand how this field of study developed, we must return to the “Manuscript Era,” which saw the production of the earliest writings about communication. In fact, the oldest essay and book ever found were written about communication.James C. McCroskey, “Communication Competence: The Elusive Construct,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 260. Although this essay and book predate Aristotle, he is a logical person to start with when tracing the development of the communication scholarship. His writings on communication, although not the oldest, are the most complete and systematic. Ancient Greek philosophers and scholars such as Aristotle theorized about the art of rhetoric2, which refers to speaking well and persuasively. Today, we hear the word rhetoric used in negative ways. A politician, for example, may write off his or her opponent’s statements as “just rhetoric.” This leads us to believe that rhetoric refers to misleading, false, or unethical communication, which is not at all in keeping with the usage of the word by ancient or contemporary communication experts. While rhetoric does refer primarily to persuasive communication messages, much of the writing and teaching about rhetoric conveys the importance of being an ethical rhetor, or communicator. So when a communicator, such as a politician, speaks in misleading, vague, or dishonest ways, he or she isn’t using rhetoric; he or she is being an unethical speaker. The study of rhetoric focused on public communication, primarily oratory used in discussions or debates regarding laws and policy, speeches delivered in courts, and speeches intended to praise or blame another person. The connections among rhetoric, policy making, and legal proceedings show that communication and citizenship have been connected since the study of communication began. Throughout this book, we will continue to make connections between communication, ethics, and civic engagement. 2. The art of speaking well and persuasively. 1.1 Communication: History and Forms 4 Chapter 1 Introduction to Communication Studies Ancient Greek rhetoricians like Aristotle were followed by Roman orators like Cicero. Cicero contributed to the field of rhetoric by expanding theories regarding the five canons of rhetoric, which include invention, arrangement, style, delivery, and memory. Invention refers to the use of evidence and arguments to think about things in new ways and is the most studied of the five canons. Arrangement refers to the organization of speech, style refers to the use of language, and delivery refers to the vocal and physical characteristics of a speaker. Memory is the least studied of the five canons and refers to the techniques employed by speakers of that era to retain and then repeat large amounts of information. The Age of Enlightenment in the 1700s Much of the public speaking in marked a societal turn toward scientific discovery and ancient Greece took place in the acquisition of knowledge, which led to an explosion courtrooms or in political contexts. of philosophical and scientific writings on many aspects of human existence. This focus on academic © Thinkstock development continued into the 1900s and the establishment of distinct communication studies departments. Communication studies as a distinct academic discipline with departments at universities and colleges has only existed for a little over one hundred years.William Keith, “On the Origins of Speech as a Discipline: James A. Winans and Public Speaking as Practical Democracy,” Rhetoric Society Quarterly 38, no. 3 (2008): 239–58. Although rhetoric has long been a key part of higher education, and colleges and universities have long recognized the importance of speaking, communication departments did not exist. In the early 1900s, professors with training and expertise in communication were often housed in rhetoric or English departments and were sometimes called “professors of speech.” During this time, tension began to build between professors of English who studied rhetoric as the written word and professors of speech who studied rhetoric as the spoken word. In 1914, a group of ten speech teachers who were members of the National Council of Teachers of English broke off from the organization and started the National Association of Academic Teachers of Public Speaking, which eventually evolved into today’s National Communication Association. There was also a distinction of focus and interest among professors of speech. While some focused on the quality of ideas, arguments, and organization, others focused on coaching the performance and delivery aspects of public speaking.William Keith, “On the Origins of Speech as a Discipline: James A. Winans and Public Speaking as Practical Democracy,” Rhetoric Society Quarterly 38, no. 3 (2008): 240. Instruction in the latter stressed the importance of “oratory” or “elocution,” and this interest in reading and speaking 1.1 Communication: History and Forms 5 Chapter 1 Introduction to Communication Studies aloud is sustained today in theatre and performance studies and also in oral interpretation classes, which are still taught in many communication departments. The formalization of speech departments led to an expanded view of the role of communication. Even though Aristotle and other ancient rhetoricians and philosophers had theorized the connection between rhetoric and citizenship, the role of the communicator became the focus instead of solely focusing on the message. James A. Winans, one of the first modern speech teachers and an advocate for teaching communication in higher education, said there were “two motives for learning to speak. Increasing one’s chance to succeed and increasing one’s power to serve.”William Keith, “On the Origins of Speech as a Discipline: James A. Winans and Public Speaking as Practical Democracy,” Rhetoric Society Quarterly 38, no. 3 (2008): 253. Later, as social psychology began to expand in academic institutions, speech communication scholars saw places for connection to further expand definitions of communication to include social and psychological contexts. Today, you can find elements of all these various aspects of communication being studied in communication departments. If we use President Obama as a case study, we can see the breadth of the communication field. Within one department, you may have fairly traditional rhetoricians who study the speeches of President Obama in comparison with other presidential rhetoric. Others may study debates between presidential candidates, dissecting the rhetorical strategies used, for example, by Mitt Romney and Barack Obama. Expanding from messages to channels of communication, scholars may study how different media outlets cover presidential politics. At an interpersonal level, scholars may study what sorts of conflicts emerge within families that have liberal and conservative individuals. At a cultural level, communication scholars could study how the election of an African American president creates a narrative of postracial politics. Our tour from Aristotle to Obama was quick, but hopefully instructive. Now let’s turn to a discussion of the five major forms of communication. Forms of Communication Forms of communication vary in terms of participants, channels used, and contexts. The five main forms of communication, all of which will be explored in much more detail in this book, are intrapersonal, interpersonal, group, public, and mass communication. This book is designed to introduce you to all these forms of communication. If you find one of these forms particularly interesting, you may be able to take additional courses that focus specifically on it. You may even be able to devise a course of study around one of these forms as a communication major. In the following we will discuss the similarities and differences among each form of communication, including its definition, level of intentionality, goals, and contexts. 1.1 Communication: History and Forms 6 Chapter 1 Introduction to Communication Studies Intrapersonal Communication Intrapersonal communication3 is communication with oneself using internal vocalization or reflective thinking. Like other forms of communication, intrapersonal communication is triggered by some internal or external stimulus. We may, for example, communicate with our self about what we want to eat due to the internal stimulus of hunger, or we may react intrapersonally to an event we witness. Unlike other forms of communication, intrapersonal communication takes place only inside our heads. The other forms of communication must be perceived by someone else to count as communication. So what is the point of intrapersonal communication if no one else even sees it? Intrapersonal communication serves several social functions. Internal vocalization, or talking to ourselves, can help us achieve or maintain social adjustment.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 51. For example, a person may use self-talk to calm himself down in a stressful situation, or Intrapersonal communication is a shy person may remind herself to smile during a social communication with ourselves event. Intrapersonal communication also helps build that takes place in our heads. and maintain our self-concept. We form an understanding of who we are based on how other people © Thinkstock communicate with us and how we process that communication intrapersonally. The shy person in the earlier example probably internalized shyness as a part of her self-concept because other people associated her communication behaviors with shyness and may have even labeled her “shy” before she had a firm grasp on what that meant. We will discuss self-concept much more in Chapter 2 "Communication and Perception", which focuses on perception. We also use intrapersonal communication or “self-talk” to let off steam, process emotions, think through something, or rehearse what we plan to say or do in the future. As with the other forms of communication, competent intrapersonal communication helps facilitate social interaction and can enhance our well-being. Conversely, the breakdown in the ability of a person to intrapersonally communicate is associated with mental illness.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 55. Sometimes we intrapersonally communicate for the fun of it. I’m sure we have all had the experience of laughing aloud because we thought of something funny. We also communicate intrapersonally to pass time. I bet there is a lot of intrapersonal 3. Communication with oneself communication going on in waiting rooms all over the world right now. In both of using internal vocalization or these cases, intrapersonal communication is usually unplanned and doesn’t include reflective thinking. 1.1 Communication: History and Forms 7 Chapter 1 Introduction to Communication Studies a clearly defined goal.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 28. We can, however, engage in more intentional intrapersonal communication. In fact, deliberate self-reflection can help us become more competent communicators as we become more mindful of our own behaviors. For example, your internal voice may praise or scold you based on a thought or action. Of the forms of communication, intrapersonal communication has received the least amount of formal study. It is rare to find courses devoted to the topic, and it is generally separated from the remaining four types of communication. The main distinction is that intrapersonal communication is not created with the intention that another person will perceive it. In all the other levels, the fact that the communicator anticipates consumption of their message is very important. Interpersonal Communication Interpersonal communication4 is communication between people whose lives mutually influence one another. Interpersonal communication builds, maintains, and ends our relationships, and we spend more time engaged in interpersonal communication than the other forms of communication. Interpersonal communication occurs in various contexts and is addressed in subfields of study within communication studies such as intercultural communication, organizational communication, health communication, and computer-mediated communication. After all, interpersonal relationships exist in all those contexts. Interpersonal communication can be planned or unplanned, but since it is interactive, it is usually more structured and influenced by social expectations than intrapersonal communication. Interpersonal communication is also more goal oriented than intrapersonal communication and fulfills instrumental and relational needs. In terms of instrumental needs, the goal may be as minor as greeting someone to fulfill a morning ritual or as major as conveying your desire to be in a committed relationship with someone. Interpersonal communication meets relational needs by communicating the uniqueness of a specific relationship. Since this form of communication deals so directly with our personal relationships and is the most common form of communication, instances of miscommunication and communication conflict most frequently occur here.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 56. Couples, bosses and employees, and family members all have to engage in complex interpersonal communication, and it doesn’t always go well. In order to be a competent interpersonal communicator, you need conflict management skills and listening skills, among others, to maintain positive 4. Communication between people whose lives mutually relationships. influence one another. 1.1 Communication: History and Forms 8 Chapter 1 Introduction to Communication Studies Group Communication Group communication5 is communication among three or more people interacting to achieve a shared goal. You have likely worked in groups in high school and college, and if you’re like most students, you didn’t enjoy it. Even though it can be frustrating, group work in an academic setting provides useful experience and preparation for group work in professional settings. Organizations have been moving toward more team-based work models, and whether we like it or not, groups are an integral part of people’s lives. Therefore the study of group communication is valuable in many contexts. Group communication is more intentional and formal than interpersonal communication. Unlike interpersonal relationships, which are voluntary, individuals in a group are often assigned to their position within a group. Additionally, group communication is often task focused, meaning that members of the group work together for an explicit Since many businesses and purpose or goal that affects each member of the group. organizations are embracing Goal-oriented communication in interpersonal team models, learning about interactions usually relates to one person; for example, I group communication can help may ask my friend to help me move this weekend. Goal- these groups be more effective. oriented communication at the group level usually focuses on a task assigned to the whole group; for © Thinkstock example, a group of people may be tasked to figure out a plan for moving a business from one office to another. You know from previous experience working in groups that having more communicators usually leads to more complicated interactions. Some of the challenges of group communication relate to task-oriented interactions, such as deciding who will complete each part of a larger project. But many challenges stem from interpersonal conflict or misunderstandings among group members. Since group members also communicate with and relate to each other interpersonally and may have preexisting relationships or develop them during the course of group interaction, elements of interpersonal communication occur within group communication too. Chapter 13 "Small Group Communication" and Chapter 14 "Leadership, Roles, and Problem Solving in Groups" of this book, which deal with group communication, will help you learn how to be a more effective group communicator by learning about group theories and processes as well as the various roles that contribute to and detract from the functioning of a group. 5. Communication among three or more people interacting to achieve a shared goal. 1.1 Communication: History and Forms 9 Chapter 1 Introduction to Communication Studies Public Communication Public communication6 is a sender-focused form of communication in which one person is typically responsible for conveying information to an audience. Public speaking is something that many people fear, or at least don’t enjoy. But, just like group communication, public speaking is an important part of our academic, professional, and civic lives. When compared to interpersonal and group communication, public communication is the most consistently intentional, formal, and goal-oriented form of communication we have discussed so far. Public communication, at least in Western societies, is also more sender focused than interpersonal or group communication. It is precisely this formality and focus on the sender that makes many new and experienced public speakers anxious at the thought of facing an audience. One way to begin to manage anxiety toward public speaking is to begin to see connections between public speaking and other forms of communication with which we are more familiar and comfortable. Despite being formal, public speaking is very similar to the conversations that we have in our daily interactions. For example, although public speakers don’t necessarily develop individual relationships with audience members, they still have the benefit of being face-to-face with them so they can receive verbal and nonverbal feedback. Later in this chapter, you will learn some strategies for managing speaking anxiety, since presentations are undoubtedly a requirement in the course for which you are reading this book. Then, in Chapter 9 "Preparing a Speech", Chapter 10 "Delivering a Speech", Chapter 11 "Informative and Persuasive Speaking", and Chapter 12 "Public Speaking in Various Contexts", you will learn how to choose an appropriate topic, research and organize your speech, effectively deliver your speech, and evaluate your speeches in order to improve. Mass Communication Public communication becomes mass communication7 when it is transmitted to many people through print or electronic media. Print media such as newspapers and magazines continue to be an important channel for mass communication, although they have suffered much in the past decade due in part to the rise of electronic media. Television, websites, blogs, and social media are mass communication channels that you probably engage with regularly. Radio, podcasts, 6. A sender-focused form of and books are other examples of mass media. The technology required to send mass communication in which one person is typically responsible communication messages distinguishes it from the other forms of communication. for conveying information to A certain amount of intentionality goes into transmitting a mass communication an audience. message since it usually requires one or more extra steps to convey the message. 7. Communication in which This may involve pressing “Enter” to send a Facebook message or involve an entire messages are transmitted to crew of camera people, sound engineers, and production assistants to produce a many people through print or television show. Even though the messages must be intentionally transmitted electronic media. 1.1 Communication: History and Forms 10 Chapter 1 Introduction to Communication Studies through technology, the intentionality and goals of the person actually creating the message, such as the writer, television host, or talk show guest, vary greatly. The president’s State of the Union address is a mass communication message that is very formal, goal oriented, and intentional, but a president’s verbal gaffe during a news interview is not. Mass communication differs from other forms of communication in terms of the personal connection between participants. Even though creating the illusion of a personal connection is often a goal of those who create mass communication messages, the relational aspect of interpersonal and group communication isn’t inherent within this form of communication. Unlike interpersonal, group, and public communication, there is no immediate verbal and nonverbal feedback loop in mass communication. Of course you could write a letter Technological advances such as to the editor of a newspaper or send an e-mail to a the printing press, television, and television or radio broadcaster in response to a story, the more recent digital revolution have made mass but the immediate feedback available in face-to-face communication a prominent interactions is not present. With new media feature of our daily lives. technologies like Twitter, blogs, and Facebook, feedback is becoming more immediate. Individuals can now tweet © Thinkstock directly “at” (@) someone and use hashtags (#) to direct feedback to mass communication sources. Many radio and television hosts and news organizations specifically invite feedback from viewers/listeners via social media and may even share the feedback on the air. The technology to mass-produce and distribute communication messages brings with it the power for one voice or a series of voices to reach and affect many people. This power makes mass communication different from the other levels of communication. While there is potential for unethical communication at all the other levels, the potential consequences of unethical mass communication are important to consider. Communication scholars who focus on mass communication and media often take a critical approach in order to examine how media shapes our culture and who is included and excluded in various mediated messages. We will discuss the intersection of media and communication more in Chapter 15 "Media, Technology, and Communication" and Chapter 16 "New Media and Communication". 1.1 Communication: History and Forms 11 Chapter 1 Introduction to Communication Studies “Getting Real” What Can You Do with a Degree in Communication Studies? You’re hopefully already beginning to see that communication studies is a diverse and vibrant field of study. The multiple subfields and concentrations within the field allow for exciting opportunities for study in academic contexts but can create confusion and uncertainty when a person considers what they might do for their career after studying communication. It’s important to remember that not every college or university will have courses or concentrations in all the areas discussed next. Look at the communication courses offered at your school to get an idea of where the communication department on your campus fits into the overall field of study. Some departments are more general, offering students a range of courses to provide a well-rounded understanding of communication. Many departments offer concentrations or specializations within the major such as public relations, rhetoric, interpersonal communication, electronic media production, corporate communication. If you are at a community college and plan on transferring to another school, your choice of school may be determined by the course offerings in the department and expertise of the school’s communication faculty. It would be unfortunate for a student interested in public relations to end up in a department that focuses more on rhetoric or broadcasting, so doing your research ahead of time is key. Since communication studies is a broad field, many students strategically choose a concentration and/or a minor that will give them an advantage in the job market. Specialization can definitely be an advantage, but don’t forget about the general skills you gain as a communication major. This book, for example, should help you build communication competence and skills in interpersonal communication, intercultural communication, group communication, and public speaking, among others. You can also use your school’s career services office to help you learn how to “sell” yourself as a communication major and how to translate what you’ve learned in your classes into useful information to include on your resume or in a job interview. The main career areas that communication majors go into are business, public relations / advertising, media, nonprofit, government/law, and education.What Can I Do with This Major? “Communication Studies,” accessed May 18, 2012, http://whatcanidowiththismajor.com/major/communication-studies. Within 1.1 Communication: History and Forms 12 Chapter 1 Introduction to Communication Studies each of these areas there are multiple career paths, potential employers, and useful strategies for success. For more detailed information, visit http://whatcanidowiththismajor.com/major/communication-studies. Business. Sales, customer service, management, real estate, human resources, training and development. Public relations / advertising. Public relations, advertising/ marketing, public opinion research, development, event coordination. Media. Editing, copywriting, publishing, producing, directing, media sales, broadcasting. Nonprofit. Administration, grant writing, fund-raising, public relations, volunteer coordination. Government/law. City or town management, community affairs, lobbying, conflict negotiation / mediation. Education. High school speech teacher, forensics/debate coach, administration and student support services, graduate school to further communication study. 1. Which of the areas listed above are you most interested in studying in school or pursuing as a career? Why? 2. What aspect(s) of communication studies does/do the department at your school specialize in? What concentrations/courses are offered? 3. Whether or not you are or plan to become a communication major, how do you think you could use what you have learned and will learn in this class to “sell” yourself on the job market? 1.1 Communication: History and Forms 13 Chapter 1 Introduction to Communication Studies KEY TAKEAWAYS Getting integrated: Communication is a broad field that draws from many academic disciplines. This interdisciplinary perspective provides useful training and experience for students that can translate into many career fields. Communication is the process of generating meaning by sending and receiving symbolic cues that are influenced by multiple contexts. Ancient Greeks like Aristotle and Plato started a rich tradition of the study of rhetoric in the Western world more than two thousand years ago. Communication did not become a distinct field of study with academic departments until the 1900s, but it is now a thriving discipline with many subfields of study. There are five forms of communication: intrapersonal, interpersonal, group, public, and mass communication. ◦ Intrapersonal communication is communication with oneself and occurs only inside our heads. ◦ Interpersonal communication is communication between people whose lives mutually influence one another and typically occurs in dyads, which means in pairs. ◦ Group communication occurs when three or more people communicate to achieve a shared goal. ◦ Public communication is sender focused and typically occurs when one person conveys information to an audience. ◦ Mass communication occurs when messages are sent to large audiences using print or electronic media. 1.1 Communication: History and Forms 14 Chapter 1 Introduction to Communication Studies EXERCISES 1. Getting integrated: Review the section on the history of communication. Have you learned any of this history or heard of any of these historical figures in previous classes? If so, how was this history relevant to what you were studying in that class? 2. Come up with your own definition of communication. How does it differ from the definition in the book? Why did you choose to define communication the way you did? 3. Over the course of a day, keep track of the forms of communication that you use. Make a pie chart of how much time you think you spend, on an average day, engaging in each form of communication (intrapersonal, interpersonal, group, public, and mass). 1.1 Communication: History and Forms 15 Chapter 1 Introduction to Communication Studies 1.2 The Communication Process LEARNING OBJECTIVES 1. Identify and define the components of the transmission model of communication. 2. Identify and define the components of the interaction model of communication. 3. Identify and define the components of the transaction model of communication. 4. Compare and contrast the three models of communication. 5. Use the transaction model of communication to analyze a recent communication encounter. Communication is a complex process, and it is difficult to determine where or with whom a communication encounter starts and ends. Models of communication simplify the process by providing a visual representation of the various aspects of a communication encounter. Some models explain communication in more detail than others, but even the most complex model still doesn’t recreate what we experience in even a moment of a communication encounter. Models still serve a valuable purpose for students of communication because they allow us to see specific concepts and steps within the process of communication, define communication, and apply communication concepts. When you become aware of how communication functions, you can think more deliberately through your communication encounters, which can help you better prepare for future communication and learn from your previous communication. The three models of communication we will discuss are the transmission, interaction, and transaction models. Although these models of communication differ, they contain some common elements. The first two models we will discuss, the transmission model and the interaction model, include the following parts: participants, messages, encoding, decoding, and channels. In communication models, the participants8 are the senders and/or receivers of messages in a communication encounter. The message9 is the verbal or nonverbal content being conveyed from sender to receiver. For 8. The senders and/or receivers of messages in a example, when you say “Hello!” to your friend, you are sending a message of communication encounter. greeting that will be received by your friend. 9. The verbal or nonverbal content being conveyed in a communication encounter. 16 Chapter 1 Introduction to Communication Studies Although models of communication provide a useful blueprint to see how the communication process works, they are not complex enough to capture what communication is like as it is experienced. © Thinkstock The internal cognitive process that allows participants to send, receive, and understand messages is the encoding and decoding process. Encoding10 is the process of turning thoughts into communication. As we will learn later, the level of conscious thought that goes into encoding messages varies. Decoding11 is the process of turning communication into thoughts. For example, you may realize you’re hungry and encode the following message to send to your roommate: “I’m hungry. Do you want to get pizza tonight?” As your roommate receives the message, he decodes your communication and turns it back into thoughts in order to make meaning out of it. Of course, we don’t just communicate verbally—we have various options, or channels for communication. Encoded messages are sent through a channel12, or a sensory route on which a message travels, to the receiver 10. The process of turning for decoding. While communication can be sent and received using any sensory thoughts into communication. route (sight, smell, touch, taste, or sound), most communication occurs through visual (sight) and/or auditory (sound) channels. If your roommate has headphones 11. The process of turning communication into thoughts. on and is engrossed in a video game, you may need to get his attention by waving your hands before you can ask him about dinner. 12. The sensory route on which a message travels. 1.2 The Communication Process 17 Chapter 1 Introduction to Communication Studies Transmission Model of Communication The transmission model of communication13 describes communication as a linear, one-way process in which a sender intentionally transmits a message to a receiver.Richard Ellis and Ann McClintock, You Take My Meaning: Theory into Practice in Human Communication (London: Edward Arnold, 1990), 71. This model focuses on the sender and message within a communication encounter. Although the receiver is included in the model, this role is viewed as more of a target or end point rather than part of an ongoing process. We are left to presume that the receiver either successfully receives and understands the message or does not. The scholars who designed this model extended on a linear model proposed by Aristotle centuries before that included a speaker, message, and hearer. They were also influenced by the advent and spread of new communication technologies of the time such as telegraphy and radio, and you can probably see these technical influences within the model.Claude Shannon and Warren Weaver, The Mathematical Theory of Communication (Urbana, IL: University of Illinois Press, 1949), 16. Think of how a radio message is sent from a person in the radio studio to you listening in your car. The sender is the radio announcer who encodes a verbal message that is transmitted by a radio tower through electromagnetic waves (the channel) and eventually reaches your (the receiver’s) ears via an antenna and speakers in order to be decoded. The radio announcer doesn’t really know if you receive his or her message or not, but if the equipment is working and the channel is free of static, then there is a good chance that the message was successfully received. 13. Describes communication as a linear, one-way process in which a sender intentionally transmits a message to a receiver. 1.2 The Communication Process 18 Chapter 1 Introduction to Communication Studies Figure 1.1 The Transmission Model of Communication Since this model is sender and message focused, responsibility is put on the sender to help ensure the message is successfully conveyed. This model emphasizes clarity and effectiveness, but it also acknowledges that there are barriers to effective communication. Noise14 is anything that interferes with a message being sent between participants in a communication encounter. Even if a speaker sends a clear message, noise may interfere with a message being accurately received and decoded. The transmission model of communication accounts for environmental and semantic noise. Environmental noise15 is any physical noise present in a communication encounter. Other people talking in a crowded diner could interfere with your ability to transmit a message and have it successfully decoded. While environmental noise interferes with the transmission of the message, semantic noise16 refers to noise that occurs in the encoding and decoding process when 14. Anything that interferes with a participants do not understand a symbol. To use a technical example, FM antennae message being sent between participants in a can’t decode AM radio signals and vice versa. Likewise, most French speakers can’t communication encounter. decode Swedish and vice versa. Semantic noise can also interfere in communication between people speaking the same language because many words have multiple or 15. Physical noise present in a communication encounter. unfamiliar meanings. 16. Noise that occurs in the encoding and decoding process Although the transmission model may seem simple or even underdeveloped to us when the participants do not today, the creation of this model allowed scholars to examine the communication understand a symbol. 1.2 The Communication Process 19 Chapter 1 Introduction to Communication Studies process in new ways, which eventually led to more complex models and theories of communication that we will discuss more later. This model is not quite rich enough to capture dynamic face-to-face interactions, but there are instances in which communication is one-way and linear, especially computer-mediated communication (CMC). As the following “Getting Plugged In” box explains, CMC is integrated into many aspects of our lives now and has opened up new ways of communicating and brought some new challenges. Think of text messaging for example. The transmission model of communication is well suited for describing the act of text messaging since the sender isn’t sure that the meaning was effectively conveyed or that the message was received at all. Noise can also interfere with the transmission of a text. If you use an abbreviation the receiver doesn’t know or the phone autocorrects to something completely different than you meant, then semantic noise has interfered with the message transmission. I enjoy bargain hunting at thrift stores, so I just recently sent a text to a friend asking if she wanted to go thrifting over the weekend. After she replied with “What?!?” I reviewed my text and saw that my “smart” phone had autocorrected thrifting to thrusting! You have likely experienced similar problems with text messaging, and a quick Google search for examples of text messages made funny or embarrassing by the autocorrect feature proves that many others do, too. 1.2 The Communication Process 20 Chapter 1 Introduction to Communication Studies “Getting Plugged In” Computer-Mediated Communication When the first computers were created around World War II and the first e- mails exchanged in the early 1960s, we took the first steps toward a future filled with computer-mediated communication (CMC).Crispin Thurlow, Laura Lengel, and Alice Tomic, Computer Mediated Communication: Social Interaction and the Internet (London: Sage, 2004), 14. Those early steps turned into huge strides in the late 1980s and early 1990s when personal computers started becoming regular features in offices, classrooms, and homes. I remember getting our first home computer, a Tandy from Radio Shack, in the early 1990s and then getting our first Internet connection at home in about 1995. I set up my first e-mail account in 1996 and remember how novel and exciting it was to send and receive e-mails. I wasn’t imagining a time when I would get dozens of e-mails a day, much less be able to check them on my cell phone! Many of you reading this book probably can’t remember a time without CMC. If that’s the case, then you’re what some scholars have called “digital natives.” When you take a moment to think about how, over the past twenty years, CMC has changed the way we teach and learn, communicate at work, stay in touch with friends, initiate romantic relationships, search for jobs, manage our money, get our news, and participate in our democracy, it really is amazing to think that all that used to take place without computers. But the increasing use of CMC has also raised some questions and concerns, even among those of you who are digital natives. Almost half of the students in my latest communication research class wanted to do their final research projects on something related to social media. Many of them were interested in studying the effects of CMC on our personal lives and relationships. This desire to study and question CMC may stem from an anxiety that people have about the seeming loss or devaluing of face-to-face (FtF) communication. Aside from concerns about the digital cocoons that many of us find ourselves in, CMC has also raised concerns about privacy, cyberbullying, and lack of civility in online interactions. We will continue to explore many of these issues in the “Getting Plugged In” feature box included in each chapter, but the following questions will help you begin to see the influence that CMC has in your daily communication. 1. In a typical day, what types of CMC do you use? 2. What are some ways that CMC reduces stress in your life? What are some ways that CMC increases stress in your life? Overall, do you think CMC adds to or reduces your stress more? 1.2 The Communication Process 21 Chapter 1 Introduction to Communication Studies 3. Do you think we, as a society, have less value for FtF communication than we used to? Why or why not? Interaction Model of Communication The interaction model of communication17 describes communication as a process in which participants alternate positions as sender and receiver and generate meaning by sending messages and receiving feedback within physical and psychological contexts.Wilbur Schramm, The Beginnings of Communication Study in America (Thousand Oaks, CA: Sage, 1997). Rather than illustrating communication as a linear, one-way process, the interaction model incorporates feedback, which makes communication a more interactive, two-way process. Feedback18 includes messages sent in response to other messages. For example, your instructor may respond to a point you raise during class discussion or you may point to the sofa when your roommate asks you where the remote control is. The inclusion of a feedback loop also leads to a more complex understanding of the roles of participants in a communication encounter. Rather than having one sender, one message, and one receiver, this model has two sender-receivers who exchange messages. Each participant alternates roles as sender and receiver in order to keep a communication encounter going. Although this seems like a perceptible and deliberate process, we alternate between the roles of sender and receiver very quickly and often without conscious thought. The interaction model is also less message focused and more interaction focused. While the transmission model focused on how a message was transmitted and whether or not it was received, the interaction model is more concerned with the communication process itself. In fact, this model acknowledges that there are so many messages being sent at one time that many of them may not even be received. Some messages are also unintentionally sent. Therefore, communication isn’t judged effective or ineffective in this model based on whether or not a single message was successfully transmitted and received. 17. Describes communication as a process in which participants alternate positions as sender and receiver and generate meaning by sending messages and receiving feedback within physical and psychological contexts. 18. Messages sent in response to other messages. 1.2 The Communication Process 22 Chapter 1 Introduction to Communication Studies Figure 1.2 The Interaction Model of Communication The interaction model takes physical and psychological context into account. Physical context19 includes the environmental factors in a communication encounter. The size, layout, temperature, and lighting of a space influence our communication. Imagine the different physical contexts in which job interviews take place and how that may affect your communication. I have had job interviews on a sofa in a comfortable office, sitting around a large conference table, and even once in an auditorium where I was positioned on the stage facing about twenty potential colleagues seated in the audience. I’ve also been walked around campus to interview with various people in temperatures below zero degrees. Although I was a little chilly when I got to each separate interview, it wasn’t too difficult to warm up and go on with the interview. During a job interview in Puerto Rico, however, walking around outside wearing a suit in near 90 degree temperatures created a sweating situation that wasn’t pleasant to try to communicate through. Whether it’s the size of the room, the temperature, or other environmental factors, it’s important to consider the role that physical context plays in our communication. 19. The environmental factors in a communication encounter. Psychological context20 includes the mental and emotional factors in a 20. The mental and emotional communication encounter. Stress, anxiety, and emotions are just some examples of factors in a communication encounter. psychological influences that can affect our communication. I recently found out 1.2 The Communication Process 23 Chapter 1 Introduction to Communication Studies some troubling news a few hours before a big public presentation. It was challenging to try to communicate because the psychological noise triggered by the stressful news kept intruding into my other thoughts. Seemingly positive psychological states, like experiencing the emotion of love, can also affect communication. During the initial stages of a romantic relationship individuals may be so “love struck” that they don’t see incompatible personality traits or don’t negatively evaluate behaviors they might otherwise find off-putting. Feedback and context help make the interaction model a more useful illustration of the communication process, but the transaction model views communication as a powerful tool that shapes our realities beyond individual communication encounters. Transaction Model of Communication As the study of communication progressed, models expanded to account for more of the communication process. Many scholars view communication as more than a process that is used to carry on conversations and convey meaning. We don’t send messages like computers, and we don’t neatly alternate between the roles of sender and receiver as an interaction unfolds. We also can’t consciously decide to stop communicating, because communication is more than sending and receiving messages. The transaction model differs from the transmission and interaction models in significant ways, including the conceptualization of communication, the role of sender and receiver, and the role of context.Dean C. Barnlund, “A Transactional Model of Communication,” in Foundations of Communication Theory, eds. Kenneth K. Sereno and C. David Mortensen (New York, NY: Harper and Row, 1970), 83–92. To review, each model incorporates a different understanding of what communication is and what communication does. The transmission model views communication as a thing, like an information packet, that is sent from one place to another. From this view, communication is defined as sending and receiving messages. The interaction model views communication as an interaction in which a message is sent and then followed by a reaction (feedback), which is then followed by another reaction, and so on. From this view, communication is defined as producing conversations and interactions within physical and psychological contexts. The transaction model views communication as integrated into our social realities in such a way that it helps us not only understand them but also create and change them. 21. Describes communication as a process in which The transaction model of communication21 describes communication as a process communicators generate social realities within social, in which communicators generate social realities within social, relational, and relational, and cultural cultural contexts. In this model, we don’t just communicate to exchange messages; contexts. we communicate to create relationships, form intercultural alliances, shape our 1.2 The Communication Process 24 Chapter 1 Introduction to Communication Studies self-concepts, and engage with others in dialogue to create communities. In short, we don’t communicate about our realities; communication helps to construct our realities. The roles of sender and receiver in the transaction model of communication differ significantly from the other models. Instead of labeling participants as senders and receivers, the people in a communication encounter are referred to as communicators. Unlike the interaction model, which suggests that participants alternate positions as sender and receiver, the transaction model suggests that we are simultaneously senders and receivers. For example, on a first date, as you send verbal messages about your interests and background, your date reacts nonverbally. You don’t wait until you are done sending your verbal message to start receiving and decoding the nonverbal messages of your date. Instead, you are simultaneously sending your verbal message and receiving your date’s nonverbal messages. This is an important addition to the model because it allows us to understand how we are able to adapt our communication—for example, a verbal message—in the middle of sending it based on the communication we are simultaneously receiving from our communication partner. Figure 1.3 The Transaction Model of Communication The transaction model also includes a more complex understanding of context. The interaction model portrays context as physical and psychological influences that enhance or impede communication. While these contexts are important, they focus on message transmission and reception. Since the transaction model of communication views communication as a force that shapes our realities before and after specific interactions occur, it must account for contextual influences outside of a single interaction. To do this, the transaction model considers how social, relational, and cultural contexts frame and influence our communication encounters. 1.2 The Communication Process 25 Chapter 1 Introduction to Communication Studies Social context22 refers to the stated rules or unstated norms that guide communication. As we are socialized into our various communities, we learn rules and implicitly pick up on norms for communicating. Some common rules that influence social contexts include don’t lie to people, don’t interrupt people, don’t pass people in line, greet people when they greet you, thank people when they pay you a compliment, and so on. Parents and teachers often explicitly convey these rules to their children or students. Rules may be stated over and over, and there may be punishment for not following them. Norms are social conventions that we pick up on through observation, practice, and trial and error. We may not even know we are breaking a social norm until we notice people looking at us strangely or someone corrects or teases us. For example, as a new employee you may over- or underdress for the company’s holiday party because you don’t know the norm for formality. Although there probably isn’t a stated rule about how to dress at the holiday party, you will notice your error without someone having to point it out, and you will likely not deviate from the norm again in order to save yourself any potential embarrassment. Even though breaking social norms doesn’t result in the formal punishment that might be a consequence of breaking a social rule, the social awkwardness we feel when we violate social norms is usually enough to teach us that these norms are powerful even though they aren’t made explicit like rules. Norms even have the power to override social rules in some situations. To go back to the examples of common social rules mentioned before, we may break the rule about not lying if the lie is meant to save someone from feeling hurt. We often interrupt close friends when we’re having an exciting conversation, but we wouldn’t be as likely to interrupt a professor while they are lecturing. Since norms and rules vary among people and cultures, relational and cultural contexts are also included in the transaction model in order to help us understand the multiple contexts that influence our communication. Relational context23 includes the previous interpersonal history and type of relationship we have with a person. We communicate differently with someone we just met versus someone we’ve known for a long time. Initial interactions with people tend to be more highly scripted and governed by established norms and rules, but when we have an established relational context, we may be able to bend or break social norms and rules more easily. For example, you would likely follow social norms of politeness and attentiveness and might spend the whole day 22. The stated rules or unstated cleaning the house for the first time you invite your new neighbors to visit. Once norms that guide the neighbors are in your house, you may also make them the center of your communication. attention during their visit. If you end up becoming friends with your neighbors 23. The previous interpersonal and establishing a relational context, you might not think as much about having history and type of everything cleaned and prepared or even giving them your whole attention during relationship we have with a later visits. Since communication norms and rules also vary based on the type of person. 1.2 The Communication Process 26 Chapter 1 Introduction to Communication Studies relationship people have, relationship type is also included in relational context. For example, there are certain communication rules and norms that apply to a supervisor-supervisee relationship that don’t apply to a brother-sister relationship and vice versa. Just as social norms and relational history influence how we communicate, so does culture. Cultural context24 includes various aspects of identities such as race, gender, nationality, ethnicity, sexual orientation, class, and ability. We will learn more about these identities in Chapter 2 "Communication and Perception", but for now it is important for us to understand that whether we are aware of it or not, we all have multiple cultural identities that influence our communication. Some people, especially those with identities that have been historically marginalized, are regularly aware of how their cultural identities influence their communication and influence how others communicate with them. Conversely, people with identities that are dominant or in the majority may rarely, if ever, think about the role their cultural identities play in their communication. When cultural context comes to the forefront of a communication encounter, it can be difficult to manage. Since intercultural communication creates uncertainty, it can deter people from communicating across cultures or lead people to view intercultural communication as negative. But if you avoid communicating across cultural identities, you will likely not get more comfortable or competent as a communicator. Difference, as we will learn in Chapter 8 "Culture and Communication", isn’t a bad thing. In fact, intercultural Cultural context is influenced by communication has the potential to enrich various numerous aspects of our aspects of our lives. In order to communicate well identities and is not limited to race or ethnicity. within various cultural contexts, it is important to keep an open mind and avoid making assumptions about others’ cultural identities. While you may be able to © Thinkstock identify some aspects of the cultural context within a communication encounter, there may also be cultural influences that you can’t see. A competent communicator shouldn’t assume to know all the cultural contexts a person brings to an encounter, since not all cultural identities are visible. As with the other contexts, it requires skill to adapt to shifting contexts, and the best way to develop these skills is through practice and reflection. 24. Aspects of identities such as race, gender, nationality, ethnicity, sexual orientation, class, and ability that influence communication. 1.2 The Communication Process 27 Chapter 1 Introduction to Communication Studies KEY TAKEAWAYS Communication models are not complex enough to truly capture all that takes place in a communication encounter, but they can help us examine the various steps in the process in order to better understand our communication and the communication of others. The transmission model of communication describes communication as a one-way, linear process in which a sender encodes a message and transmits it through a channel to a receiver who decodes it. The transmission of the message many be disrupted by environmental or semantic noise. This model is usually too simple to capture FtF interactions but can be usefully applied to computer-mediated communication. The interaction model of communication describes communication as a two-way process in which participants alternate positions as sender and receiver and generate meaning by sending and receiving feedback within physical and psychological contexts. This model captures the interactive aspects of communication but still doesn’t account for how communication constructs our realities and is influenced by social and cultural contexts. The transaction model of communication describes communication as a