16/11/2023, 04:51 An Introduction to Communication: Defining Communication Study (continued) | ecampus-flsh

MARQUER COMME TERMINÉ

4. Defining Communication Study (continued)

Defining communication study

(Cont.)

We have seen that human communication occurs in an array of contexts. These contexts can be delimited on the basis of several
criteria, such as the sheer number of participants, the degree of distance/intimacy, the availability of feedback, symmetry, and
culture. Thus, communication can occur within one single person (i.e. intrapersonal), a dyad (i.e. interpersonal), among 3 to about 10
people (i.e. a small group). Other contexts include public communication, mass communication, organizational communication, and
intercultural communication.

Let us consider these remaining contexts.

Public communication

Public communication is the process of using messages to generate meanings by one single speaker to an audience, who give
nonverbal feedback, and, sometimes, question-and-answer feedback.

Public communication is characterized by the fact that it is speaker-focused, i.e. one speaker is typically responsible for conveying
information to an audience. When compared to interpersonal and group communication, public communication is the most
consistently intentional, formal, and goal-oriented context of communication. Public communication is more speaker-focused than
interpersonal or group communication. It is precisely this formality and focus on the speaker that makes many new and experienced
public speakers anxious at the thought of facing an audience. Another term for public communication is Public Speaking, which is
the process of making speeches in public, the art of effective oral communication with an audience.

Despite being formal, public speaking is similar to the conversations that we have in our daily interactions. For example, although
public speakers do not necessarily develop individual relations with audience members, they still have the benefit of being face-to-
face with them so they can receive verbal and nonverbal feedback. Examples of public communication include talks of various kinds,
news conferences, political speeches, sermons, lectures, and presentations.

In terms of the sheer number of people taking part, public communication usually consists of one speaker addressing an audience of
usually more than ten members. With regards to the degree of formality or intimacy, it is generally formal. As far as opportunities
for feedback are concerned, they are less than in small-group communication, but more than in mass communication. In addition,
there is a great need for prestructuring messages: speeches are usually scripted and rehearsed in advance. The degree of stability of
the roles of speaker and listener is highly stable: one speaker addressing many listeners with the possibility of members of the
audience taking the floor.

Mass communication

Public communication becomes mass communication when it is transmitted to a large number of people through print or electronic
media. Print media such as newspapers and magazines continue to be an important channel for mass communication, although they
have suffered much in the past decade due in part to the rise of electronic media. Television, websites, blogs, and social media are
mass communication channels that you probably engage with regularly. Radio, podcasts, and books are other examples of mass
media. The technology required to send mass communication messages distinguishes it from the other forms of communication. A
certain amount of intentionality goes into transmitting a mass communication message.

Public communication is speaker-focused and typically occurs when one person conveys information to an audience. Mass
communication occurs when messages are sent to large audiences using print or electronic media.

Mass communication is the process of using messages to generate meanings in a mediated system, between a source and a large
number of UNSEEN receivers. There is always some transmission system (mediator) between the sender and the receiver. When you
watch your favourate TV show, the signals go from a broadcast studio to a satellite or cable system and then from that system to

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16/11/2023, 04:51 An Introduction to Communication: Defining Communication Study (continued) | ecampus-flsh
your TV set. The mediator is the channel. This type of communication is called ‘mass’’ because the message goes to newspaper and
magazine readers, TV viewers, and radio listeners.

In terms of the number of people involved, they are usually in the thousands. With respect to the degree of formality or intimacy, it is
generally formal. The opportunities for feedback are scarce. The messages are almost totally scripted. The roles of speaker/writer
and listener/reader are highly stable.

Organizational communication

Organizational communication is the process of using messages to generate meanings between members of an organization. An
organization can be defined as a social unit of people that is structured and managed to meet a need or to pursue collective goals.
People are social creatures; they seek to connect into organizations of various kinds.

There are many types of organizations that form for various reasons. Some organizations are formed to conduct business and
generate profit. Business organizations (such as corporations and companies) seek to achieve maximum profit. Other organizations
form for social reasons or to perform volunteer work. These are mutual benefit organizations, which include political parties, unions,
associations and clubs. Service organizations, whose function is to serve clients, include hospitals and clinics, schools, and legal aid
societies. The commonweal (= general good) organizations, where the primary beneficiary is the public-at-large, include the police,
the fire department, the military, and universities.

Organizations have rules regarding the flow of information and communication. There are specific guidelines for communication.
The chain of command will determine how members communicate. Communication flow is determined by hierarchy. Often,
information flows from leadership down to other members.

In terms of the number of people involved, it is bigger than public communication but smaller than mass communication. Regarding
the degree of formality or intimacy, it is highly formal. The opportunities for feedback are less than in small-group communication
but more than in mass communication. The need for prestructuring messages is great. Concerning the degree of stability of the roles
of speaker and listener, they are unstable; speakers and listeners can alternate.

Intercultural communication

Intercultural communication is the process of using messages to generate meanings between people from dissimilar cultures
(including both domestic and international cultures). It refers to what happens when culturally different people and groups come
together, interact and communicate. What actually takes place emotionally, linguistically, and pragmatically when people encounter
others who have a different cultural background.

Intercultural communication – interactional processes that take place between people who come from different cultural
backgrounds

How can we define ‘culture’?

For our purposes, ‘culture’ is defined as values, beliefs and norms held by a group of people. Culture shapes how individuals
communicate and behave, that is, how they interact with others.

There are often more problems in intercultural communication than in communication between people of the same cultural
background. Each participant may interpret the other’s speech according to his or her own cultural conventions and expectations. If
the cultural conventions of the speakers are widely different, misinterpretations and misunderstandings can easily arise, even
resulting in total breakdown of communication.

LIENS UTILES
Universite Cadi Ayyad
Ministère de l'Enseignement Supérieur de
la Recherche Scientifique et de l'innovation
Office National des Œuvres Universitaires
Sociales et Culturelles
Portail National de Maroc

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