TERM 1

COMMUNICATION STUDIES 1 (COM153S & COM153X)

Lecture 1

COMMUNICATION THEORY
Introduction
For decades, man has known the importance of communication.
Today, with various means by which one can communicate, it has
become much easier to communicate a message to the other
party, than it was several decades ago.

Every organization, no matter what their expertise and where they

are situated, and what scale they operate, realize and value the
importance of good communication.

This communication for organizations takes place both within the

organization as well as with other outside stakeholders outside.
Therefore, it is vital for any business organization to understand
the communication models out there, so they can use them for
enhancing effective communication in the organization.
What is Communication?
Definition: Communication is the process of creating
meaning between two or more people through the
expression and interpretation of messages (Cleary, 2003).

The term communication comes from a Latin word

communicare which means ‘to make common’.

Thus, we communicate to create an understanding

between ourselves and other people. Without
communication it would be impossible or difficult
to relate with other people around us. By using
common symbols, we are able to interact
with other people and make ourselves understood.
 4

When we communicate, it is not only

through talk or writing alone, but also through
the our actions.

E.g. the clothes we wear; the way we sit,

the manner in which we walk or drive. All
these acts paints a picture about who we are or
a message we are trying to communicate
to others whether consciously or unconsciously.
The Communication model/process
Message

Encoding Medium Decoding

Sender Receiver

Feedback
 Elements in the communication model/process
1. Sender - is the person who initiates the
communication by thinking of an idea to
communicate to the receiver. The sender is
sometimes referred to as the source, encoder or
communicator. E.g. a person, a group, a company
or government.

2. Message - is the information the sender intends to

convey. For this purpose the sender uses a
particular code or set of symbols. E.g. English
language.
Contd.

3. Encoding - is the act of making an idea

accessible to others or putting a message
into a code.

4. A code - is a set of symbols, which when

combined with a set of rules agreed upon by
users conveys meaning. E.g. Language
(verbal or non-verbal)
VERBAL NON - VERBAL

DANGER

STOP

NO ENTRY
5. Medium - the message must be conveyed in a
concrete form which is a medium.

E.g.: WRITTEN MEDIA SPOKEN MEDIA

letter lecture
e-mail telephone
newspaper radio
fax conversation
road sign meeting
notice TV
book interview
6. Receiver - or decoder is a person or entity
who the receives the message from
the sender. The receiver interprets
the message in a unique that they
can understand what was sent.

7. Decoding - is the process of receiving,

interpreting and understanding the
encoded message by the receiver.
8. Feedback – is the receiver’s response to the
message. It is essential for effective
communication as it provides a two-
way flow of the message. It shows
the sender whether the receiver has
understood the message or not.

9. Communication situation – the process of

communication taking place within a
a particular situation, which refers to
time, place and circumstance the
communication transaction occurs.
 Why do we communicate?
What we cannot see in the communication process is the
Particular reason why the communication has been under-taken.
According to Whiting and Davids (2003), there are three main
reasons:-

1. To inform: here the intention is tell someone about

something (e.g. to notify the home owner about a tariff
increase).
2. To influence: here the intention is to persuade
someone to adopt a particular course of action or
attitude towards something (e.g. in advertising).
3. To initiate action: here the aim is to get someone to do
something (e.g. to attend a meeting/conference).
Exercise A:
Sometimes all three of these aims
are present within a process of
communication. Discuss with
your partner and then write down
an example where this is the
case.
……………………………………………………
……………………………………………….
Importance of Effective Communication:
a) For an organisation to survive.
b) Businesses use a wide range of communication
activities which are internal and effective :-
Upward, downward and sideways (lateral/
horizontal) communication.

c) To maintain good relations for a Companies and

its external suppliers, for good business.
d) To provide good relations with customers as
they are the for the existence of the company.
 Ways or levels of Communication
Happens at different levels and depends on numbers:-

1. Intrapersonal communication
2. Interpersonal communication
3. Small-group communication
4. Public communication
5. Mass communication
6. Organisational communication
7. Intercultural communication
 CONTEXTS IN ORGANISATIONS
Communication in an organisation takes place in a variety
of ways:-

1. Intrapersonal 2. Interpersonal
Communication: Communication:
Communication that Happens between two
takes place within people and forms the
oneself. basic unit of communication.
 Contd..

3. Small groups
Communication:-
involves three or more
people working together
(in organisation).

4. Public communication:-
Refers to public speaking
and occurs in public places.
It’s usually one-way.
Contd.

5.Mass communication:-
Transmission of a message to a large/mass audience.
e.g. Through radio, TV, magazines or newspapers.
Contd.

6.Organisational
Communication:-
Happens within an
organisation.
E.g. a University,
a business, government.
Manager
It can be:
• Upward
• Downward or
• Sideways (lateral)
Worker Worker
Communication.
 Contd.

7. Intercultural communication:-
‘Culture’ is the lifestyle of a group, and it is acquired
and includes values, beliefs, ways of behaving or
communicating. Intercultural communication involves
communication between people of different cultures.
External Environment:
Organisations function within a context of an
external environment which consists of
customers, suppliers, the general public,
government departments and the country as a
whole. Companies will undertake advertising or
public relations campaigns to communicate
with these people. They will also arrange
meetings and write letters.
 How context affects communication
• Historical context – relates to what receivers expect based on
previous experiences.

• Psychological context – refers to mood and emotions of receiver at

the time they receive the message, has an impact .

• Cultural context – relates to beliefs and traditions of one. This has

an impact on how we interact with others (e.g. Topic on teenage
sexuality).

• Social context – relies much on relationship between sender and

receiver and influence how they communicate (e.g. relation
between peers differ to boss).

• Physical context – this relates to time and place of communication

event (e.g. birthday party or pro-abortion rally).-
Verbal & Non-verbal
Communication

Lecture 1 continued
 Introduction
• Meaning can be expressed in two different codes
verbal and non-verbal. Much as these are
discussed differently, it should be remembered that
the two usually occur together.

• Usually a verbal message goes with certain gestures

or signs. If the verbal message conveyed does not
complement each other with the gesture, then the
message is a mixed message.
 Verbal Communication (VC)
• Definition:
Verbal Communication involves communication
that includes spoken/articulated words.

E.g. In an interview, TV discussion or advert, a

conversation, a radio programme, e.t.c.
 Non-verbal Communication
• Definition:
Non-verbal communication is a symbolic way
of conveying a message from one person to
another.

E.g. A goodbye wave, a clap, a smile, a

handshake, a hug, a particular dress-code,
how one walks or sits, e.t.c.
 Characteristics of non-verbal (NV):
• Uses rational symbols that indicate meaning,
e.g.: images/signage such as a stop sign.

• Uses socially defined symbols, e.g. A smile,

handshake, wave, e.t.c.

• Is spontaneous as it discloses the sender’s inner

emotional state and the receiver’s immediate
response to that state.
 Functions of non-verbal communication:-
• Expressing meaning
• Modifying verbal messages: e.g. Complementing,
reinforcing, repeating, substituting, contradicting.

Non-verbal codes include:-

• Proxemics
• Clothing and personal adornment
• Gaze
• Facial expression
• Kinesics
• Voice
 Meaning of non-verbal codes:
• Proxemics – use of space to communicate, e.g. desk
indicates area that belong to you.
• Clothing and personal adornment – make an
impression in any face-to-face communication.
• Gaze – can be used to put someone at ease or give an
uncomfortable stare.
• Facial expression – shows attitude, reaction,
personality and emotions in a given situation.
• Kinesics – is the study of body movement such as
gesture, posture, and head, trunk and limb movements.
• Voice - voice convey meaning in terms of pitch,
inflection, tone, projection and pace.
 Conclusion

• To conclude, it can be noted that verbal

communication is communication that uses
words (written or spoken).

• Non-verbal communication is communication

without words. Codes are therefore used for
three function: to express meaning, modify
verbal messages and regulate the flow of
interaction (with reference to non-verbal
codes) (Cleary, 2008: 25).