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Social communication
Social communication
Social communication – organicm, integral part of social
interactions
The content of social interaction/relations is performed on three levels:
• Perception – mutual perception and understanding of
individuals within social relations
• Interactive – exchange of activities, organisation of joint
activities
• Communication – exchange of message, transfer of
information
Social communication
What is communication?
Sharing
(lat. communicare = share
something). Not only sharing
the content but also joint
participation.
Exchange of information
Narrowed term – exchange
of information.
Three general communication laws
1 . We cannot NOT communicate
2 . We cannot NOT influence.
3 . We cannot not ACT – we communicate by acting all the time, all our
acts/behaviour have the purpose.
Social communication
Development
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Epoch of signals
Epoch of speech
Epoch of writting/Print
Epoch of mass media
Social communication
Two forms of social communication:
1. Social act – individual simple ways of communication
(interview, chat)
2. Social process - series of social acts
Sender
Content
Receiver
Encoding - decoding
Transmisstion via channel
Verbal,
nonverbal,
written, phone,
TV
Intention, motivation, actual mental and physiological
state etc.
noise
Feedback
noise
Social communication
Social communication in marketing
Also in marketing the communication process includes the chain: senderencoding-transmission device-decoding-receiver. It is a part any advertising or
marketing program.
Encoding the message - is the second step in communication process, which
takes a creative idea and transforms it into attention-getting advertisements
designed for various media (television, radio, magazines, and others).
Messages travel to audiences through various transmission. The third stage of
the marketing communication process occurs when a channel or medium
delivers the message.
Decoding occurs when the message reaches one or more of the receiver's
senses. Consumers both hear and see television ads and decode it for
themselves. Others consumers handle (touch) and read (see) a coupon offer.
Barrier is anything that distorts or disrupts a message. It can occur at any stage in the communication process.
Social communication
9. Context of communication (with whom, where, about what…)
Internal context – all stimuli coming from the past and present that we use to get the
information about our world. Our partner – not a tabule rasa (has his/her inner
context too)
External context
Psychologicla, social, cultural and biological factors
• Time and space
• Mutual relations of participants of comm. process
• Features of participants (temperament, cognitive style)
• Actual emotional state
• Motivation (needs, interests, values)
• Age, previous experience, education, intelligence, hardiness, adaptibility)
• Actual mental and physical state,
Social communication
Motives of communication
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Cognitive
Instructional
Associative
Self confirming
Adaptive
Power
Existentional
Hedonistic
Social communication
Ways of communication
Three basic polarities
• Digital – analog
• Complementary – symetric
• About content – about relations
• Synchronous x asynchronous
Social communication
Competences to communicate
Predisposion that enables us to communicate with other people
• Expressive – ability to communicate contents in a way that is
understood by others
• Receptive – ability to receive the information and understand them
(their meaning in given context)
• Competence – also authorisation to communicate
Barriers
• Unintentional ( language barrier, cultural barrier, lisp)
• Intentional – (limited/no authorization to provide important/confidential
information, no interest, saturation)
Social communication
Situational roles
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Dyadic communication in private
Dyadic communication in public controlled by one party (interview)
Communication in small, primary group
Communication of an individual in public (protected by public)
Communication of an individual in public (in front of public)
Communication in organizations
Sales communication
Mass media communication
Arranged communication
Intercultural communication
Social communication
Types
• Verbal x nonverbal
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Intentional x unintentional
Conscious x unconscious
Rational x irrational
Logical x emotional
Active – passive
Interpersonal x intrapersonal
• Communication by act
Social communication
Verbal communication
Verbal communication:
• Acoustic
• Graphic
• Combined
Content
• Education, overview, interest, values, actual needs.
Formal part
• Paraverbal characteristics
• Acoustic characteristiscs (tone of voice, intonation, colour)
• Amount and length
• Rhytm
• Speed
Social communication
Non verbal communication (extralingvistic means)
Communication that does not include words; messages expressed
by nonlinguistic means; people’s actions or attributes, including
their use of objects, sounds, time, and space, that have socially
shared significance and stimulate meaning in others.
Social communication
Non verbal communication – function
Social communication
Compliance of verbal and non-verbal !!!!!
Social communication
Non verbal communication
1) Pressure
a) My pressure – clothing gestures
b) Pressure of others
2) Symbiotic
We want to cooperate
Social communication
Verbal - 7 %
Vocal elements 38 %
Nonverbal – 55 %
it’s not necessarily what you say but how you say it. 93% of any message is conveyed via non verbal means
(Dr. Albert Mehrabian, Silent Messages)
Social communication
Willingness to communicate
Extroversion x introversion