Download 1. Introduction to Communication

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.