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1. Introduction to Communication Do you think communication is important? What is the language of business communication? Do all the employees in the organisation have a working knowledge of this language? Can we say that communication is the art and process of creating and sharing ideas? Effective communication depends on the richness of communication attached to those ideas. Once you have a grasp on the communication process and all the related elements you will be able to communicate the ideas in a much richer way. We will therefore explain communication skills by identifying the most important communication models, analysing the process and identifying the important elements in the process. In the next unit we will look at the development of theory on communication, then present an integrated model and analyse each of the elements. 2. Unit 2: Basic Communication 2.1. Outcomes of this unit Apply the theory by: Identifying the different models of communication Applying the elements of communications in an assignment. 2.2. Introduction How does a message move through the brain? McPheat (2010: 22) provides a process that can be divided into stages. There are inputs, stage 1, then filters, stage 2 and results, stage 3. Figure 1 indicates the different stages as a whole process. Figure 1: The communication path We now have to identify how communication developed to have a better understanding of the impact of the communication path. 2.3. Overview of communication models Communications has a rather recent history, compared to some of the other field of expertise. Lasswell created the first or original model in 1948. It is a very simple and linear model. The table below presents his model. Complete the table from the presentation to see the whole model. Table 1: The original model of communication by Lasswell (1948) THE LASSWELL FORMULA WHO? SAYS WHAT? IN WHICH CHANNEL? TO WHOM? WITH WHAT EFFECT? The Lasswell model was then developed further by Shannon and Weaver (1949). Figure 2: Shannon and Weaver model Osgood and Schramm (1954) tried to simplify these models. Their theory of communication was developed further by Berlo (1960). Berlo expanded the model and included more detail. Figure 4: The SMCR model De Fleur (1970) then developed the SMCR and original Shannon-Weaver model into a new model. Figure 5: De Fleur’s adaptation When one compares all the above models, you are able to identify certain key elements that are repeated in all the models. All the models have at least the following elements: A communicator (source) A coded message A medium A decoded message A receiver (destination) From these key elements, an integrated model for business communication can be developed. Figure 6: An Integrated model This model needs more detailed explanation however. The thinner black arrows indicate noise or filter in either the receiver of sender. The thicker blue arrows indicate noise between the sender and receiver. Now that we have a basic model to work from we need to explain each of the elements in more detail. 2.4. The communication process The model in Figure 6 also represents the communication process. The process is sequential and every step in the process can be defined. The summary table below provides the basic information to the whole process. There are critical elements to each of these stages. The communication process consists of; The communicator Decoding The code The receiver The message Feedback The medium Filters or noise Each of these will now be explained briefly 2.4.1. The communicator The communicator will gain credibility through knowledge, expertise and status. Appearance of the communicator also plays a role. The message that the communicator delivers will be influenced by his/her own emotions, attitudes and experience. 2.4.2. The code This is the essence of the message to be communicated. When you are coding message the target audience is central. The message must be adjusted to suit the audience. When you have not identified the target audience correctly, the communication will fail. 2.4.3. The message The message must grab the attention of the audience. It must lead to apprehension or understanding of the intent of the message. It must be believable so that it can be assimilated or “taken on board”. Once this is achieved it will lead to action. 2.4.4. The medium This refers to your choice of a channel, how you choose to communicate. It can be written, visual or verbal. Each of these has advantages and disadvantages. These advantages or disadvantages are dependent on the target audience. These first 4 stages in the process are under the control of the communicator. The following stages are dependent upon the receiver. It is crucial for the communicator to be aware of the following aspects as it will impact on the way that he chooses to communicate. 2.4.5. Decoding This is the process where the receiver adds meaning to the message. The abilities of the receiver are central to this process. 2.4.6. The receiver This is the person for whom the message is intended. The experience, education, language, culture and all other filters will influence the decoding process. 2.4.7. Feedback This refers to the process where the communicator can gauge or test the understanding of the receiver. The communicator can now adjust the process to better suit the receiver. 2.4.8. Filters or noise Anything that can prevent the proper transferral of the message is a filter. Filters are explained below. Table 2: The communication process summarised Stage Explanation Communicator The communicator needs to know why the message is required and what the intended result must be Encode The way that the communicator reformulates the information. It takes into consideration the target audience. Comment Also known as source/sender the Message The information and reason for the communication Medium The way that the information is presented. It is closely linked to the way the message is coded. You need to decide if you want to send a fax, e-mail, letter, etc. Decode The coded information is un-ravelled to create meaning for the target. This is also closely linked with the encoding. The target must have the means to create meaning Receiver The target audience. The people for whom the message is intended Feedback The process of gauging whether the receiver (target) has successfully decoded the message. It also gives the communicator the opportunity to adjust coding in future Also known channel as the 2.5. Components of communication McPheat (2010: 17) identify three main components of communication. Some of the components might be more pronounced in the different channel of communication. The figure below summarises the components. Figure 7: Components of the communication process We can now explain each of these components. Words The adage “it is not what you say but how you say it” remains true. The words that you use remain the smallest contributor, about 7%, to success in communication. Using words alone will therefore not be sufficient in creating successful communication. Tone (para linguistics) The tone of your voice refers to the volume of your voice, the emotions in your voice and the emphasis you place on specific words. Tone is important enough to separate it from body language. Mehrabian (in McPheat 2010: 18) estimated that as much as 40% of meaning is carried by the tone of your voice. Body language Body language refers to all intentional and un-intentional non-verbal communication. Body language carries 53% of the weight of communication success. Note that tone and body language carries 93% of the weight to successful communication. The main problem with body language is that it is highly ambiguous. For the message to be communicated successfully, all three these components must be aligned. The different aspects to body language is summarised in table 3 Table 3: Summary of body language elements Type Explanation Eg Para linguistics Use of voice Intonation, speed, volume, laughs Kinesics Body movement during communication Gestures, posture, eye contact, facial expression Proxemics Use of space Public, international, home, body Physical appearance How do I look Appearance 2.6. Types (modes) of communication McPheat (2010: 22) identified 5 inputs of communication (refer to Fig 1 on p9). He also states that business communication focuses on visual, auditory and kinaesthetic inputs. Visual inputs are the things we can see, auditory the things we can hear and kinaesthetic the things we feel or touch. These inputs are also known as VAK. These three types of communication represent the core of business communication. The three types of communication need more detailed explanation. Figure 8 indicates the different types or channels of communication under each mode. Figure 8: Different modes of communication 2.7. Filters that influence communication Referring back to our integrated model of communication, we need to explain filters or noise. Filters refer to any kind of disturbance or influence that can impact on communication. Filters can be divided into 3 main categories: Physical filters: The environment that you work in Cognitive filters: Past experience and educational level Cultural filters: Cultural beliefs and values. McPheat (2010: 25) explain the 6 major filters that one could encounter in the business environment. It is presented in the summary table below. Table 4: Summary of 6 types of filters Filter Example Values The business reputation, your business ethics Beliefs Hard work is rewarded, being honest Past experience Your experiences of the past e.g.: how do you feel about a budget meeting Prejudice A result of the culture that we live in. Women in the workplace are... Feelings How do you feel today? How do you feel about a specific person? Environment The work environment in which you communicate 2.8. The writing process We are now in a position to develop a written document. It is advised that all channels of communication be preceded by a written document. You might not present the whole written document but it provides the framework against which you can plan the communication. The writing process can be outlined as: i. a. Define purpose and problem Provides scope of report ii. Who will receive it? iii. Decide what to include iv. Collect information a. Primary sources b. Secondary sources v. Sort, analyse, interpret date vi. Organise findings If you wrongly define the purpose of the communication or the intended audience, communication will fail. Once you have a basic set of information to work with, you can develop it into your chosen channel or medium.