Value chain of communication

Value chain of communication starts with thinking which includes two types of thinking.

Types of thinking are convergent thinking and divergent thinking.

Convergent thinking
Convergent thinking is the type of thinking that focuses on coming up with the single, well-established
answer to a problem. While playing football everyone has a same aim, thinking and perspective that
they have to win a match.

Divergent thinking
Divergent thinking is a thought process or method used to generate creative ideas by exploring many
possible solutions. While making strategy for a football match for playing in front of different

Standardization and adaptation

Standardization
It is the process of making the whole communication process skillfully standard. Communication is one
of the most important skills a coach can have. It is not just about being able to demonstrate skills and
knowing his sport’s tactics. Being an effective communicator means that he can get his message across
to everyone he coach.

Adaptation
It is the process of making the whole communication process change as per the requirement. While
playing a football match with different countries players we have to change our communication pattern
accordingly.
 Frame work of communication

sender encoding medium

feedback receiver decoding

 Sender
Sender is someone who encodes and sends a message to a receiver through a particular channel. The
sender is the initiator of communication. In the communication process, a medium is a channel or
system of communication—the means by which information (the message) is transmitted between a
speaker or writer (the sender) and an audience (the receiver). The plural form is media, and the term is
also known as a channel.

In a football match when coach decides to guide his team than coach becomes the sender.

 Encoding
The communication process begins when the source or sender selects words, symbols, pictures and the
like, to represent the message that will be delivered to the receiver. This process, known as encoding,
involves putting thoughts, ideas, or information into a symbolic form.

When coach decides the way of delivering his message to the team than that way becomes his encoding

 Medium
In the communication process, a medium is a channel or system of communication—the means by
which information (the message) is transmitted between a speaker or writer (the sender) and an
audience (the receiver). The plural form is media, and the term is also known as a channel.

When the coach starts speaking at that time he may use face to face communication, may use some
gestures all this becomes medium of his communication.
  Decoding
The decoding of a message is how an audience member is able to understand, and interpret the
message. It is a process of interpretation and translation of coded information into a comprehensible
form. ... Effective communication is accomplished only when the message is received and understood in
the intended way.

When the coach has already delivered the message now its team duty to understand it well and how
they understands it is a part of decoding.

 Feedback
Feedback is your audience's response; it enables you to evaluate the effectiveness of your message. ...
Feedback is essential in communication so as to know whether the recipient has understood the
message in the same terms as intended by the sender and whether he agrees to that message or not.

After understanding the whole message of the coach its team’s duty to react what they have understood
and that reaction will be the feedback to the coach that what he has tried to say was successful or not.