TOPIC 2

Theory of communication/stages of communication process

i) Context
ii) Sender (encoder)
iii) Message
iv) Medium
v) Receiver(decoder)
vi) Feedback
A) Context
Context tells us reason for communication and reasons may be
i) Internal
ii) External
Internal
A good example is when a company wants to discuss an idea/issue to its
employees9the message should either be verbal or written)
External
A good example is when a customer has a query for the organization, or
anyone outside the organization

b) Sender
When you are sending the message you are the encoder.
NB: the word you refer to the writer or speaker. Therefore a sender is a
messenger and may choose to send a message in form of symbols,
words, pictures, etc.
c) Message
Refers to the basic idea that you want to communicate. The message
maybe verbal, or non verbal. Note that the message must always be clear
and easy to understand.
d) Medium/channel
Refers to the channel/pathway through which your message reaches the
receiver. Channels vary from situation to situation
Egg: the government of Kenya wants to communicate to its citizens; it
will select the effective medium from several channels like radio, TV,
newspaper, or use all of them.
e) Receiver
Refers to whom the message is being sent. Egg : the citizens of Kenya
are the receivers/ recipients of the message sent by the government,
whereas the government is the sender.
f) Feedback
Basically refers to the response/reaction of receiver after receiving the
message.
In the case of effective communication feedback must always be given
to the sender.
TERMS USED IN COMMUNICATION
NB: Most of the commonly used terms in communication are
discussed above, feeback,sender,recipient,message,channel,barrier
etc
Factors to consider when choosing a communication media/channel
of communication
There are many factors that the speaker has to consider before he/she
chooses the media for
Communication. Here are some of the factors to consider:-
i. Reliability
Reliability is of fundamental importance, it considers whether the
message will get to the intended destination. It is also important to
consider how reliable it is in getting across the ideas/message contained.
ii. The receiver
The medium selected should be one that can serve the communication
needs of the audience in terms of age, education background, cultural
orientation etc.

iii. Relationship with the receiver

The exact nature of relationship the sender has with the receiver
influences the kind of communication media to use.
iv. Confidentiality
Some messages are confidential and should be read or heard by the
intended recipient while others are less private. A letter for instance
would be used for confidential messages while memos, notices and oral
messages can be used for less confidential messages.
v. Cost
The channel selected should be cost effective in terms of time and
money.
vi. Speed
The urgency of the message is important. The channel selected should
be appropriate to deliver the message within the expected time span
.Speed is usually linked with cost too.
vii. Availability
The channel selected should be available both to the sender and the
receiver.
The roles of a sender and receiver
Both sender and the receiver have a role in the communication process:-
Role of the sender
- While sending the message you must have the ideas,
purpose/reason, means of sending that communication, the actual
act and encoding and the sending of the message.
When composing that letter, ask yourself:-
i. What do I want the receiver to do or think, what do I expect.
ii. Choose appropriate language with an appropriate non-verbal behavior
suitable for you at that appropriate time.
iii. Take time to structure your message strategically
iv. Select appropriate media/means; select media that will help achieve
your aim.
Vi. Make sure your message is not misunderstood. Avoid being
ambiguous, being vague etc.
vii. Check the feedback and decide whether you are needed to give
feedback or not
viii. Check the attitude of the receiver of the feedback

Role of the receiver

The receiver has a role to play while on the other side of the line:-
i. Receive message
ii. Give the message full attention so that you avoid misunderstanding.
iii. Check whether the media sender used suit your means
iv. Ensure full comprehension of the message by checking the references
to refer to.
v. Check whether there is any underlined meaning/implication.
vi. Ensure you give sufficient and necessary feedback.