What is COMMUNICATION?

It occurs between humans

It is a process
It is symbolic
Different communications
• Bees instruct their hive-mates by a meaning-
laden dance.

• Chimpanzees have been taught to express

themselves with the same sign language used
by deaf humans.
• dolphins, ants communicates among
themselves
Where does communication occur

• Family members, coworkers, and friends talks

abut relationships
• Businesspeople talk about “office communications
systems”
• Scientists study and describe communication
among animals
• Certain organizations label themselves
“communications conglomerates, publishing
newspapers,books,and magazines and owning
radio and television.
 Definition of communication:
Communication refers to the process of human
beings responding to the symbolic behavior of
other persons.
So, communication is human and we are
concerned about the verbal communication
which occurs among people.
 Communication Is a Process
• communication is a continuous, ongoing
process.
Ex: Appreciation of appearance between two
friends
• Communication is like a motion picture in
which the meaning comes from the unfolding
of an interrelated series of images.
 Communication Process

Feedback

Transmission
Thought Encoding Reception Decoding Understanding
of Message

Sender Receiver

Noise
 Communication Process

• Communication involves seven steps-

Thought, encoding, transmission, reception, d
encoding, understanding and feedback.
The process of communication is initiated with the thought of
a person (sender).
Next he encodes the meaning of thought in the form of verbal
words, gesture, facial expression.
The message is transmitted through proper channel. The
decoder receives the message via senses like eye sight and
hearing.
The message has to be understood by the decoder. Feedback
is actually the response from the receiver.
 Communication Is Symbolic
• Symbols are used to represent things,
processes, ideas, or events in ways that make
communication possible.
• Symbols are arbitrary in nature.
Ex: the word book in English (stand for the
object we read)
In Spanish - libro, and in German Buch.
 Definition of Communication
• However human communication is divided as Verbal and Non-verbal
communication.

• Verbal communication is the exchange of words between speakers.

It can be oral and written .

• Non-verbal communication:communication that makes meaning

without words—permeates every part of our lives. Facial
expressions, gestures, our use of time and space—even our pauses
and vocal intonations—all communicate pleasure or anger,
friendliness or distance, power, and status. Non-verbal
communication is older and more powerful than spoken language
and its symbolscan be misinterpreted. Misunderstandings are even
more common in communication across cultures, since nonverbal
signals are culturally defined.
 Definition of Communication (non-
verbal)
• As is true of any aspect of communication, knowledge
is power: learning about nonverbal symbols gives you
the information you need to project the image you
want and makes you more conscious of the signals you
are interpreting. Since experts claim that 93 percent of
all our communication is based on non-verbal symbols,
your awareness and correct interpretation of non-
verbal communication is vital to your personal and
professional development. Remember, however,
always to check your perceptions before making
assumptions about others’ non-verbal signals.
Communication and Communications
Traditionally, communications has been used
when referring to activities involving
technology and the mass media.
Communication is typically
used to describe face-to-face and written
messages, as well as the field as a whole. With
the growth of communication technology, the
two terms are being used interchangeably
more often.
 Why do we communicate?
Communication helps satisfy a number of needs
in our lives:
• Physical needs
• Identity needs
• Social needs
• Practical needs
 Physical Needs

Research demonstrates the importance of having

satisfying personal relationships. Remember: Not
everyone needs the same amount of contact, and
the quality of communication is almost certainly as
important as the quantity.
The important point here is that personal
communication is essential for our
well-being.
 Physical needs
• People who lack strong relationships have two to three times the risk of early
death, regardless of whether they smoke, drink alcoholic beverages, or exercise
regularly.

• Terminal cancer strikes socially isolated people more often than those who
have close personal relationships.

• Divorced, separated, and widowed people are five to ten times more likely to
need hospitalization for mental problems than their married counterparts.

• Pregnant women under stress and without supportive relationships have three
times more complications than pregnant women who suffer from the same stress
but have strong social support.

• Socially isolated people are four times more susceptible to the common cold
than those who have active social networks.
 Identity Needs
• Communication does more than enable us to survive. It is
the way—indeed, the
only way—we learn who we are.
• Communication does more than enable us to survive. It is
the way—indeed, the only way—we learn who we are. As
you’ll read in Chapter 2,our sense of identity comes from
the way we interact with other people. Are we smart or
stupid, attractive or ugly, skillful or inept? The answers to
these questions don’t come from looking in the mirror. We
decide who we are based on how others react to us.
• Deprived of communication with others, we would have no
sense of identity
 Identity Needs
• Some scholars have argued that we are most
attracted to people who confirm our identity.
This confirmation can come in different forms,
depending on the self-image of the
communicator.
• People with relatively high self-esteem seek
out others who confirm their value and, as
much as possible, avoid those who treat them
poorly.
 Identity Needs
• Of course, relationships can change a communicator’s
identity as well as confirm it Supportive relationships can
transform feelings of inadequacy into self-respect, and
damaging ones can lower self-esteem.

• The role of communication in shaping identity works in a

second way. Besides others’messages shaping who we
think we are, the messages we create often are attempts
(some more conscious than others) to get others to view us
the way we want to be seen.For example,the choices we
make about how to dress and otherwise shape our
appearance are almost always attempts to manage our
identity.
 Identity needs
• Conversely, people who regard themselves as
unworthy may look for relationships in which
others treat them badly. This principle offers
• one explanation for why some people
maintain damaging or unsuccessful
relationships. If you view yourself as a loser,
you may associate with others who will
confirm that self-perception.
 Social Needs
Communication provides a vital link with others .A range
of social needs we satisfy by communicating: pleasure
(e.g.,“because it’s fun,”“to have a good time”);
affection
(e.g.,“to help others”“to let others know Icare”);inclusion
(e.g.,“because I need someone to talk to or be
with,”“because it makes me less lonely”); escape
(e.g.,“to put off doing something I should be
doing”);relaxation (e.g.,“because it allows me to
unwind”); and control (e.g.,“because I want someone
to do something for me,”“to get something I don’t
have”).
 Social Needs
• As you look at this list of social needs for
communicating, imagine how empty your life
would be if these needs weren’t satisfied. Then
notice that it would be impossible to fulfill them
without communicating with others. Because
relationships with others are so vital, some
theorists have gone as far as to argue that
communication is the primary goal of human
existence. Anthropologist Walter Goldschmidt
terms the drive for meeting social needs as the
“human career.”
 Practical Needs
• Communication is the tool that lets us tell the
hair stylist to take just a little off the sides,
direct the doctor to where it hurts, and inform
the plumber that the broken pipe needs
attention now!
 Practical Needs
• Communication is an important key to
effectiveness in a variety of everyday settings. For
example,a survey of over four hundred
employers identified “communication skills”as
the top characteristic that employers seek in job
candidates.15 It was rated as more important
than technical competence,work experience, or
academic background. In another survey, over 90
percent of the personnel officials at five hundred
U.S. businesses stated that increased
communication skills are needed for success in
the twenty-first century.16
 Good Communicator
A good communicator needs competence which
is
• Situational
• Relational
• It can be learned
 Levels of communication
6 Levels of Communication

• Interpersonal/ Dydactic
• Extrapersonal
• Intrapersonal
• Organizational
• Mass Communication
• Crosscultural
Dyadic/Interpersonal Communication
When two persons are interacting is called a dyad,
and the term dyadic communication refers
To the interpersonal communication.
• Qualitatively interpersonal communication occurs when people
treat one another as unique individuals, regardless of the context in
which the interaction occurs or the number of people involved .
• The impersonal nature of some two-person exchanges has led
some scholars to say that quality(Impersonal)’not quantity, is what
distinguishes interpersonal communication.
• Qualities that characterize interpersonal communication aren’t
limited to twosomes.They can be present in threesomes or even in
small groups.
 Interpersonal Relationship
Mediated relationships conducted via e-mail,
instant messaging and telephone pass the test
of being contextually interpersonal.
what about their quality?
 Intrapersonal Communication
• The role of intrapersonal communication can be understood by
imagining your thoughts in each of the following situations.

• You are planning to approach a stranger whom you would like to

get to know better. You pause a minute and look at the audience
before beginning a ten-minute speech.

• The boss yawns while you are asking for a raise. A friend seems
irritated lately, and you’re not sure whether you are responsible.

• The way you handle all of these situations would depend on the
intrapersonal communication that precedes or accompanies your
overt behavior
 Intrapersonal Communication

• Intrapersonal communication means

“communicating with oneself.
• We don’t always think in verbal terms, but
whether the process is apparent or not, the way
we mentally process information influences our
interaction with, even though intrapersonal
communication doesn’t fit the “face-toface”
element of our definition of communication, it
does affect those forms ofinteraction
 Content and Relational Messages
• Virtually every verbal statement contains two kinds of
messages. Content messages, which focus on the
subject being discussed,are the most obvious. The
content of such statements as “It’s your turn to do the
dishes” or “I’m busy Saturday night” is obvious.
• Content messages aren’t the only kind that are
exchanged when two people interact. In addition,
virtually all communication—both verbal and
nonverbal—contains relational messages, which make
statements about how the parties feel toward one
another.
 Relational Messages
• The relational messages express communicators’ feelings and attitudes
involving one or more dimensions:
• AFFINITY :One dimension of relational communication is affinity;the
degree to which people like or appreciate one another.
• RESPECT: Respect is the degree to which we admire others and hold
them in esteem.
• IMMEDIACY : Communication scholars use the term immediacy to
describe the degree of interest and attraction we feel toward and
communicate to others.
• CONTROL In every conversation and every relationship
• there is some distribution of control: the amount
• of influence communicators seek.
 Metacommunication
• Social scientists use the term
metacommunication to describe messages that
refer to other messages. In other words,
metacommunication is communication about
communication.Whenever we discuss a
relationship with others,we are
metacommunicating: “It sounds like you’re angry
at me” or “I appreciate how honest you’ve been.”
Metacommunication is an essential ingredient in
successful relationships.
 Metacommunication
• Metacommunication is an important method
of solving conflicts in a constructive manner. It
provides a way to shift discussion from the
content level to relational questions, where
the problem often lies.
• Metacommunication isn’t just a tool for
handling problems. It is also a way to reinforce
the good aspects of a relationship:“
 Mass Communication

Mass communication consists of messages that

are transmitted to large, widespread
audiences via electronic and print media:
newspapers,magazines, television, radio, and so
on.
• Mass messages are aimed at a large audience
without any personal contact between sender
and receivers.
• Most of the messages sent via mass
communication channels are developed, or at
least financed,by large organizations
 Mass Communication
• In this sense, mass communication is far less
personal and more of a product than the
other types we have examined so far.
• Mass communication is almost always
controlled by many gatekeepers who
determine what messages will be delivered to
consumers, how they will be constructed, and
when they will be delivered.
 Mass communication
• Sponsors (whether corporate or
governmental), editors, producers, reporters,
and executives all have the power to influence
mass messages in ways that don’t affect most
other types. Because of these and other
unique characteristics, the study of mass
communication raises special issues and
deserves special treatment.
 Extra Personal Communication
• Communication between human beings and non
-human entities is Extra personal. For example,
when our pet dog comes wagging its tails soon as
we return home from outside.
• A parrot responding when we greet.
• More than any other forms of communication
Extra personal communication requires perfect
co-ordination and understanding between the
sender and the receiver as at least one of them
transmits information or responds in sig language
only.
 Cross Cultural
What is Culture?
• Our culture is a learned set of assumptions that shape our perceptions of
the world, and of appropriate values, norms, attitudes, behaviours.
• We learn our culture. Perceptions about gender, age, and social class are
culturally based, as are our ideas about
• race
• ethnicity
• religious practices
• sexual orientation
• physical appearance and ability, and
• regional and national characteristics.
No culture is monolithic. Nor is cultural diversity restricted to ethnicity.
Women and men often communicate according to very
different cultural norms.
 Cross-cultural Communication
• How does culture impact business communication?

• Cultural assumptions and expectations determine both the form and

the content of every business interaction.
Hall characterized these communication behaviours as high context
and low context.
• In high-context cultures, most of the information is inferred from
the context of a message; little is “spelled out.” Chinese, Japanese,
Arabic, and Latin American cultures could be considered high
context.
• • In low-context cultures, context is less important; most
information is explicitly “spelled out”. German, Scandinavian, and
the dominant North American cultures could be considered
low context.
 Culture in Bus comm
Both High and Low context cultures value different
kinds of communication and have different
attitudes toward oral and written channels.

Low-context cultures favour direct approaches and

perceive indirectness as dishonest or
manipulative. The written word is seen as more
important than spoken agreements. Details,
logic, and time constraints matter. North
American communication practices reflect these
low-context preferences.
 Culture in Bus- Comm
• Culture influences every single aspect of business
communication: how to show politeness and
respect, how much information to give; how to
motivate people; when, how much, and how
loudly to talk and laugh; how to organize a letter;
even what size paper to use. Communication is
also influenced by the organizational culture and
by personal culture,
• such as gender, race and ethnicity, social class,
and so forth.
 Views of Communication in High-
Context and Low-Context Cultures
High Context Low Context
(Examples: Japan, United (Examples: Germany,
Arab Emirates) Canada, the United States)
Preferred communication Indirectness, politeness, Directness, confrontation,
strategy ambiguity clarity
Reliance on words to
Low High
communicate
Reliance on non-verbal
High Low
signs to communicate
Importance of written
Low High
word
Agreements made in
Not binding Binding
writing
Agreements made orally Binding Not binding
Attention to detail Low High
 Cross-cultural communication
How to communicate with people of other culture?

Being sensitive and flexible always help to communicate successfully in

a cross-culture.
• The first step in understanding people of another culture is to
realize that they may do things very differently and that they value
their way as much as you do yours. Moreover, people within a
single culture differ. The kinds of differences summarized in this
module
• can turn into stereotypes, which can be just as damaging as
ignorance. We can not follow some rigid set of rules. Instead, use
examples to get a sense for the kinds of things that differ from one
culture to another. Some generalizations can be tested against our
experience. When in doubt, ask.
 Cross cultural communication
• If you work with people from other cultures or
if you plan to travel to a specific country,
read about that country or culture and learn a
little of the language. Also talk to people.
That’s really the only way to learn whether
someone is wearing black as a sign of
mourning, as a fashion statement, or as a
colour that slenderizes and doesn’t show dirt.
 Cross-cultural communication
The successful international communicator is
• Aware that his or her preferred values and
behaviours are influenced by culture and are not
necessarily “right”
• Flexible and open to change
• Sensitive to verbal and non-verbal behaviour
• Aware of the values, beliefs, and practices in
other cultures
• Sensitive to differences among individuals within
a culture.
 Cross cultural communication
• Values, Beliefs, and Practices
• Values and beliefs, often unconscious, affect our response to
people and situations.
• Example:The Japanese, however, believe that competition
leads to disharmony. U.S. businesspeople believe that success is
based on individual achievement and is open to anyone who excels.
Canadians prefer co-operation to blatant competition.
• In England and in France, success is more obviously linked to social
class. And in some countries, the law prohibits people of some
castes or races from participating fully in society. Many North
Americans value individualism. OtherOther countries rely on group
consensus for decision making.
 Cross cultural Communication

• More example on values belief and practices.

• In traditional classrooms, North American students are expected to

complete assignments alone; if they receive too much help from
anyone else, they’re "cheating.” In Japan, however, groups
routinely work together to solve problems.

• In the dominant North American culture, quiet is a sign that people

are working. In Latin American, Mediterranean, Middle Eastern,
and Asian countries, people talk to get the work done.
Conversely, the extroverted behaviours rewarded in the classrooms
and boardrooms of North America are considered rude and crazy in
Japanese culture.