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1.
2. Social communication
Communicare – (lat.) to give something to somebody, to share something with someone, to
change information.
Social (interpersonal) communication is exchange of information between people,
including changes and forming (formulation) of information, also distorting of information.
3. Forms of communication
Verbal means (language, writing)
Non-verbal means (gesture, expression etc.)
4. Angelma (Greek) is information, message, news. In “Úvod do teorie sdělování” written
by Šmok uses author this neologism as general term, that represents all other genre
different terms, starts with art-science artefact and finishes with sociologic-psychological
object. Author adds the ending –t, angelmat, so lastly can assign a special phenomenon as
angelmatický (not for example angelmaidní) and so can use in plural form angelmata. The
term comes from female gender to male, which has its sense in connection ta informace –
ten angelmat.
5. ANGELMAT – (to) angelmatické sdělení
(it) angelmatic message
Notice how simply and clearly is possible to denominate this phenomenon (it) and include
into coherence. So we consider in this task for angelmat artistic work, news message also
companies´ database on internet, advertising for Pokemon, alike vulgar billboard or
marketing mix. So algelmat is contents – what is transmitted by any medium.
6. Coding in communication
Each angelmatic message goes through three phases.
1/ coding by broadcaster of message
2/ de-coding by recipient of message.
Between position 1. And 2. can arise communication noise
7. Communication noise in angelmats
When the message is not code correctly or wrong “read” , it can be explain differently or
can be misunderstood. There might not be verbal communication. Sometimes a gesture is
enough.
The closer are the cultures of broadcaster and recipient of angelmat, the more the noise is
eliminated.
The more distant are the cultures, the bigger is possibility of even fatal noise.
8. Note
Sign O.K. make divers, also climbers, sailors, pilots by gesture – connection of thumb and
index finger in an arch. However in Japan means this gesture “money” and in Turkey
marks traditionally this gesture “I kill you”.
9. Communication process (Laswell model)
1/ Who ? (hands over angelmat) – communicator
2/ What ? (which angelmat) – message
3/ How ? (technology and technique of transmission) – channel
4/ To whom ? (orientation of message) recipient – auditorium
5/ Which what effect ? (technique of measurement of effect)
10. Priority of communication process
In sequence of importance of Laswell model is accentuate on point 3. “HOW?”.
It means to code the message so, that the sense is understood by recipient in
correspondence with communicator.
In homogenous culture ambience are less problems than in multicultural..
“How” must be qualified by cultural habits of recipints.
11. Note
Advertising promotion of the company Johnson for shampoo was in the USA oriented on
women over 40 years.
And was successful.
But in Spain this advertising was ineffective even negative. There the age of women is
taboo.
And no women wanted to by a shampoo, thaw would identify her even if virtual with age.
12. Forms of communication
 Verbal (is used special stigmal system - word, writing). It has territorial to local
character and in the territorial boundary is changed markedly. (individual national
languages).
 Non-verbal movement, gesture, sign, sound and speed of language and other
paralinguistic speech. They have mostly inter territorial to global character. (Some
signs are valid in whole civilised world, some have in different cultures different or
contrary meaning).
13. The question is not only gestures, which can have in different parts of the worlds different
meanings. Different meaning can have for example numerals. In Euroamerican hotels are
missing numerals “13” on doors (to be sure). Asia does not know superstition about
unlucky thirteen. Variously, mostly negatively is explained the meaning of number “9” or
“11”.
14. Note
White colour in euroamerican culture is counted as colour of optimism, innocence, purity
(wedding dress). Conversely the whole Far East, China, Mongolia, Japan understands the
white colour as funeral colour. “Speech of colours” can be different, with different
territorial explanation.
When we prepare for an old descendant of famous Japanese family a hotel bed with
white canopy, he will not be happy.
15. Verbal communication
Language as communicator contains pitfall of interpretation. One language has for one
notion more lexical shapes with different, but important differentiation, which miss other
languages. Common communication noises arise by inaccurate understanding of
translation.
16. Example
Czech word “hra” has in English meanings : “game” and “play”. In first case it is
especially competitive kind of game, in the second case means adjective “playful”.
Complications arise for example in the field of dramatic education (form of education and
personal training) where are used and mutually differentiated two types of game.
Something happens as “game” and something as “play”. It is not possible to translate the
meaning of principles (according to Breyn Way) into Czech language without long
description of “games”.
17. Play
Game
18. Non-verbal communication
Is the source of most common misunderstandings, inexact interpretation in intercultural
sphere.
19. The verbal communication complement :
Proxemika – distance between people during communication
Mimic – speech of face muscles, mainly around mouth and eyes
Gesticulation – usage of hand gestures during communication
Haptika – touches , that are usual in social contact
Eyes play – usage of different modality, sound of speech
20. Example
In Arabian countries is the radical disagreement expressed by head wince upwards,
accompanied by eyebrow lift and sound – something like clicking. It express the feeling
of an Arab : “Allah sees it “ – stupidity or inequity, harm or offence. European often
think mistakenly that this is expression of wonder or admiration ,even agreement.
21. Example
Haptika is always problematical in intercultural relation, it is necessary to know national
traditions. European shake hands. Belgian and German more often and warmly than
English. Arabian, Orthodox (Russian, Ukraine) but also French and Italian kiss. Japanese
greet by curtsy and they touch as little as possible.
22. Limitations in social communication

Outside communication – outer (excessive noise, uncomfortable chairs, hot in the
room, poor lighting, bad air)

Outside communication – inner (disturbances are physical and psychical factors of
individual recipients. Time pressure, headache and other illness, bad emotional
harmony)
23. Note
Thoroughly prepared summer conference of macroeconomists in High Tatra mountains
was the second and most important day after lunch affected by disturbing, passing and
finally was the conference prematurely finished. The reason was stench from kitchen
yard, where was container with refuse.
Even if the source was fast liquidated, the international corporation lost interest to
continue conference and this was in fact social “faux pax”.
24. Limitations in social communication inside communication
 Non – harmonious status. It develops especially in intercultural communication.
Structure of company is different or mutually unknowing. If both sides are on
different levels of company´s chart, necessarily must arise one-way communication
only from upper position to lower position. Further arise other disadvantages. The
lower positioned has not mandate for decision-making, upper positioned can take
offence that an equivalent partner does not communicate with him.
 Limitations in communication skills of one partner (or both partners)
25. Example
The company TA Consulting advice its American managers, coming to Europe : Behave
in Europe like visiting your old rich aunt. Dress well, do not chew, do not smoke and do
not use Christian names – in Europe exist polite form and you-form. In Germany you
must be abnormally exact, in Italy in normal to shake hand with everybody and to use
right titles - Italians hang on it. Do not believe Czechs are nice to each other, their
warmth must not be honest. Hungarians are open and Polish very proud. To learn
cursorily their history and do not mention Russians.
26. Example
Conversely an American student describes on web sides our mentality :
“Czechs have national pride. An opinion prevail : We were hundreds of years under
monarchy, then came Hitler, than Russians and when we were finally free, pushes
America to us. Probably this is why Czechs deprecate everything foreign. We came to
them too fast. We though that they will be thinking like us immediately. “
27. Conflicting situations
-
argumentation is not logic any more
authority respect is sinking
interpretation on past or current event is distorted
lost of self-control
mutual verbal persecuting, shouting, offences
restriction or exclusion of further communication
28. Note
In Asia it is normal in business contact at beginning of negotiations to give a present,
often valuable, to the partner. A German partner in Thailand opened the present
immediately, to be sure it was not bribe. This insulted the Thailand partner. He did not
get any present and even was verbally (even if with smile) suspected from corruption.
Besides the practice is to open the gift not until at home. That was why the conversation
failed down from the beginning and was talked about previous business of these
companies, which could be better and before total failure of the partners communication
saved the situation translator, who recommended to postpone the business negotiations.
29. Regressive detention
Effective communication is based on mutual respecting of partners, with practical change
of information between subjects.
Subjects are able to code correctly information and decode and provide (and accept)
regressive detention.
30.
31. Regressive detention must be effective, so it does not go for particular person, but for
object of negotiations. Generally is valid the faster it is the more of quality.
Regressive detention restricts insecurity, resulting from different communication styles
and interpretation schema of different cultures.
It created positive thinking, creating spine of successful result of communication.
32. Example
A small Moravian company break through on Japanese market. It makes segments for
compilation of variable fences. But the Japanese business partner was not international
experienced and wanted to be cordial in personal contact as the Moravian. But when the
Moravian businessman clapped his shoulder and pressed to drink third glass of slivovitz,
stopped the Japanese his warmth with explanation, that in Japan is not practice to drink
alcohol at the beginning of business deal and there is not practice to touch each other and
clap the shoulders at all. Fortunately cordial Moravian took not offence. He accepted this
information as regressive detention and the negotiations passed off fluently. At the end
wanted the Japanese make up for his reserve and drank more slivovitz than he was used
to. Then his behaviour was similar to the Moravian.
33. Pay attention to telephony and electronic communication
We are disabled of non-verbal parts, that sometimes can revise verbal speech.
Many misunderstandings in intercultural relations arise by incorrect understanding, lexis.