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Chapter 13
Communication Theory
By the end of this chapter you should be able to do the following:

Understand and define the communication process;

Apply effective communication skills;

Discuss the importance of effective communication in the workplace;

Develop an understanding of different communication models;

Explain and implement the different communication functions;

Identify and illustrate the communication directions;

Distinguish between a medium and channel of communication;

Identify the different barriers to communication;

Distinguish between different categories of communication;

Discuss interpersonal communication in detail;

Critically analyse types of listening skills;

List and discuss the different types of communication styles;

Recognise and discuss barriers to cross-cultural communication.
What is communication?

(i)
(ii)

Short questions
Define communication.
Mention four factors that are common in the definitions of communication.
True or false questions
State whether the following statements are true or false:
(i)
(ii)

The communication process is a static process that consists of feedback.
People communicate for the sake of communicating.
Completion questions
Fill in the missing words.
(i)
(ii)
(iii)
Communication is a ………………. process in which …………………… is
sent from a ……………… to a …………………… who in turn gives
………………..
The language or code that is used in the communication process is referred to
as a ……………………
The ‘mode of transport’ that is used to deliver a medium in the
communication process is commonly known as a ……………….
The importance of effective communication

(i)
(ii)

Short questions
Mention six factors regarding the importance of communication.
Mention any five actions that one could take in order to communicate
effectively.
Completion questions
Fill in the missing words.
(i) Communicating effectively will enable you to
A. Save ……. and ……… and increase ……………
B. Make informed decisions and persuade others to …………..
C. Explain ………, give …………… and solve ………………..

Role play
Take ± 2 minutes to do the following oral group work. Choose a group’s
representative.
Communicating effectively
Imagine yourself addressing your subordinates on the changes that are going to be
effected in your company. Give them facts regarding the changes that are going to
take place and how they are going to be affected.
Communication models

(i)
(ii)
(iii)
(iv)
Short questions
List the four characteristics of a communication model.
Distinguish between the linear and convergence model of communication.
Graphically illustrate a successful communication model that shows feedback.
Analyse the following illustration and do as instructed at the end.
Cupid in the air
Vusi
Nomsa
Nomsa
A. Identify
the individuals that perform the following functions in the
communication process illustrated above:
A (i) Decoding the message
A (ii) Encoding the message
B. What is the message that is being conveyed?
C. How is the message transmitted? Don’t mention
the word heart.
D. Considering
the four basic elements of the communication process,
what does the heart from Nomsa refer to?
E. Identify the kind of communication described by the above illustration

.
Match numbers questions
Match the statements in Column B with their corresponding numbers in column A.
Write down answers only e.g. Feedback: K
COLUMN A
Sender
Receiver
Message
Channel
Sender: …….
Receiver: …….
Message: …….
Channel: …….
COLUMN B
A. Comes in a form of instructions, information or enquiries
etc.
B. A route that is taken to deliver a medium.
C. The deliverer of feedback.
D. The initiator of a communication process.

Multiple choice questions
Underline the correct answers from the options given in the brackets.
(i)
(ii)
(iii)
(iv)

The code or the form that a message takes is referred to (language/ channel/
medium).
The sender is also referred to as the (active listener/ encoder/ decoder).
The receiver is also referred to as the (active speaker/ encoder/ decoder).
Feedback could be regarded as the (interpreted message/ second message/
response).
True or false questions
State whether the following are true or false:
(i)
(ii)
(iii)
(iv)
(v)
(vi)

A receiver is the encoder of feedback.
A sender is the decoder of feedback.
A sender is the encoder of a message.
A receiver is the decoder of the message.
The sender and the receiver exchange roles continuously during the
communication process.
A message can only be transmitted verbally in a spoken or written form.
Completion questions
Fill in the missing words.

(i)
The model that stresses the transactional and continuing nature of
communication is called ……………….
(ii)
The model that illustrates the communication process as just a system is
called ………………….

Role play
Take +\_ 30 seconds to do the following oral exercise in pairs. Other learners must
observe and identify the relevant elements of communication that will be showcased,
e.g. sender, receiver, message, feedback and channel.
Elements of communication
Choose a friend and ask him or her three questions which require one answer. You
questions should be in the following forms:
 oral
 written
 non-verbal

Case study
Read the following extract and answer the questions that follow:
Popi, a teacher and single mother, was trying to figure out what her fouryear-old son, Molemo, was saying to her. The boy couldn't articulate some
words clearly and as a result the poor lady couldn't understand what the
conversation was all about. She then told him to speak slowly so that she
could understand him. It was only after this advice that she could hear that
the boy was saying that when he was grown up he was going to be an
astronaut like Mark Shuttleworth whom he had seen on TV.
(i) Mention the four main elements of the communication process and quote an
example of each from the passage above.
Communication functions

(i)
Short questions
Mention the four functions of communication.
Communication directions

(i)
Short questions
Briefly discuss the following:
A.
B.
C.
D.

Internal communication
External communication
Formal communication
Informal communication
Multiple choice questions
(i)
Choose examples of all of the above [in (i)] from the list given below:
NB. Some of these examples fit in more than one communication type.
Gossip, Interviews, Memoranda, Business letters, Board members’ meeting, Press
release, Intranet, Internet, Girl-talk, Enquiry desk.

True or false questions
State whether the following statements that are based on the organogram under the ‘role
play questions’ below are true or false:
(i)
(ii)
(iii)

The communication route between the Vice-rector and Dean of art is
described as diagonal.
People that communicate diagonally and vertically occupy different job levels
in the organisations.
A conversation between two colleagues that do the same job and report to
the same departmental boss describes horizontal communication.
Completion questions
Mark the relevant box with an X to indicate the route of communication indicated in
the table below.
SAME
DEPARTMENT
DIFFERENT
DEPARTMENTS
SAME
JOB
LEVEL
DIFFERENT
JOB LEVELS
DIAGONAL
COMMUNICATION
VERTICAL
COMMUNICATION
HORIZONTAL
COMMUNICATION

Role play
(i) Refer to the organogram below and illustrate the following communication routes:
Illustrate at least two examples of each route.
A. Vertical communication
B. Horizontal communication
C. Diagonal communication
Rector
Vice Rector
Dean
Engineering
HOD Data
processing
lecturers
Dean
Art
Dean
IT
lecturers
HOD Computer
systems
lecturers
lecturers
Communication channel

(i)
(ii)
Short questions
Distinguish between a channel and a medium.
Identify the relevant channel and a medium that could be used in the
following situations:
For example: The channel : letter.
The medium : the written word.
A.
B.
C.
D.
E.

Lerato is sending her boyfriend an SMS to say good night.
A student is e-mailing her assignment to her lecturer.
A boy is listening to a telephone conversation between mom and dad.
A traffic officer is controlling traffic during a peak hour.
Her eyes went wide open when she found out that she had failed.
Completion questions
Fill in the missing words.
(i)
The nature of a medium of communication could be …………….... and/or
…………………..
Barriers to communication

(i)
(ii)
Short questions
What do you understand by a barrier to communication?
Give examples of barriers to communication with specific reference to the
following:
A.
B.
C.
D.
(iii)
The sender
The receiver
The message
Feedback
List the five categories of barriers to communication.

Match numbers questions
Match the concepts in column A with their corresponding statements in column B.
Write down only the letters of the correct answers, e.g. 1 F.
A
1. Objecting to interact with others due to your
religious differences.
2. Feeling a terrible pain during a discussion.
3. An inaudible voice that is frustrating the audience.
4. Delivering a boring speech that makes people to
ignore you.
5. Using undefined jargon that spoils a good speech.

(i)
(ii)
(iii)

B
A. Psychological
barrier
B. Physical barrier
C. Perceptual barrier
D. Semantic barrier
E. Physiological barrier
F. Discomfort barrier
G. Sociological barrier
True or false questions
When doctors use medical terminology to address ordinary people, they will
cause a semantic barrier.
People who cannot pronounce words clearly cause physical noise barrier.
The inability to use sign language correctly will cause physical barrier.
Completion questions
Fill in the missing words.
(i)
(ii)
(iii)
(iv)
(v)

(i)
A barrier that is caused by the state of the mind is called ………………....
A barrier that is caused by a bodily disorder …………………………
A barrier that is caused by differences in viewpoints is called ……………...
A barrier that is caused by interference with the meaning is called ………..
A barrier that is caused by an external factor interfering with the message is
called ………………………..
Role play
Choose any type of barriers to communication and showcase your
understanding through dramatising.

(i)
Case study
Identify the types of communication barriers and quote their examples from
the paragraph below.
Thembi and Thobeka are IT students at theVaal University of Technology. They are
in their second year of studies. They have been friends since they met last year.
Back home at KZN, Thobeka has a friend called Khanyi, whom she doesn’t talk
to anymore because she dropped out of school. According to Thobeka she
has nothing valuable to discuss with a friend who is not as educated as she claims
she is. Poor Khanyi feels inferior because Thobeka is a university student. One day
Thembi insisted on visiting Thobeka at Nquthu so that she could meet this old friend
of hers. To her surprise, she discovered that Khanyi had a hearing problem. One
has to speak loudly and slowly for her to understand what one says. She felt sorry
for her and understood why she had dropped out of high school. As the two were
talking, a huge truck passed and it made such a noise that they could hardly hear
each other.
Categories of communication

(i)
(ii)

(i)
Short questions
Draw a graphical illustration that shows a distinction between verbal and
non-verbal communication.
Mention the three ways in which verbal communication differs from nonverbal communication.
Match numbers questions
Match the statement in column B with their corresponding concepts in
column A. Write down answers only.
COLUMN A
COLUMN B
1. Intrapersonal communication
A. Talking to an animal, bird, object and anything
that can’t use a human language
B. Watching your favourite programme on TV.
C. Having a conversation with your partner.
D. Thinking about your future.
2. Interpersonal communication
3. Extrapersonal communication
4. Mass communication

Multiple choice questions
(i) Write down the correct examples of each type of semiology mentioned in each
column below. Choose from the list that is given below.
Music, colour, map, touching, silence, proxemics, embracing, human
sound, facial expression, posture
Visual
semiology

(i)
Tacesic
semiology
Acoustic
semiology
Graphic
semiology
True or false question
Oral and written communications are classified under verbal communication.
Interpersonal Communication

Short questions
(i) Mention the five ways in which organisations can help to improve perception.

(i)
Completion questions
Fill in the missing words to complete the following demands of effective oneto-one communication:
A.
B.
C.
D.
E.
Being assertive rather than ………………………..
Clearly stating your …………………………
Clearly stating what ……………………..
Clearly stating the motives ……………………………………………
Giving and …………………………………..
Listening skills

Multiple choice questions
(i)
Choose and underline the correct answer from the options given in brackets.
A. Analysing and judging the speaker’s speech is called (attentive listening/
appreciative listening/ critical listening).
B. Not getting exited about the speaker’s point before understanding it is
called (attentive listening/ appreciative listening/ critical listening).
C. Trying to establish the speaker’s main purpose or goal speech is called
(attentive listening/ appreciative listening/ critical listening).

True of false questions
State whether the following are true or false.
A.
B.
C.
D.
Listening involves hearing a sound made by the speaker.
Hearing is a purposeful activity.
Hearing is a passive exercise.
Listening involves understanding the message and its intention.
Communication styles

Match numbers questions
(i) Match the language styles in column A with their corresponding information in
columns B and C. Write down answers only eg. 1GH
A. LANGUAGE
STYLE
B. RELATED NAME
1. Problem-solving
A. Parental-ego style.
2. Directive
B. Adult-ego style.
3. Meta
C. Child-ego style.
4. Expressive
D Communication about
communication.
C. DESCRIPTION
A. A style that is enjoyable, conversational,
emotional expressing and spontaneous.
B. A style used by someone who wants his
words to be used as a frame of reference.
C. A style characterised by a search for a
best alternative.
D. A style used to criticise, blame, order or
persuade.
Cross-cultural communication

Match numbers questions
Match the terms in column A with their corresponding statements in column B.
Write down answers only eg. 1. F
COLUMN A
1. Ethnocentrism
2. Verbal messages
3. Stereotyping
4. Generalisation

COLUMN B
A. Making sweeping generalisations about people.
B. Established rules of what is acceptable and
appropriate behaviour.
C. Thinking that your culture is superior.
D. Misunderstanding deeper meaning of words and
idioms.
E. Oversimplified, one-sided and inflexible view of a
group.
True or false
State whether the following are true or false.
(i)
(ii)
(iii)
We are all born with a specific culture that defines who we are.
Culture is static and it does not get influenced by the changing times.
The core of culture remains the same and it can be traced in people’s history.
GROUP ASSIGNMENT
Choose an organisation of your choice and get information regarding the following
aspects:
(i)
(ii)
(iii)
(iv)
(v)
(vi)
Illustrate its hierarchical levels in an organogram (it may be department or
division if the organisation is too big)
Identify the communication directions/ routes that are used to communicate
internally and define them.
Identify any barriers to communication that it experiences.
Suggest ways to avoid such barriers.
Identify any messages that are expressed non-verbally.
Ask whoever you interviewed what the role of effective communication is in
their organisation and write down your facts.