23mm

THIRD
EDITION

THIRD EDITION

A Hands-on Approach THIRD EDITION

The changing nature of the world of work and the rise of the virtual office, accelerated
by the Covid-19 pandemic, means that the ability to communicate independently
and effectively is increasingly a key marker of success, particularly in the business and
professional spheres.

A Hands-on Approach
Communication: A Hands-on Approach sets out the principles that underpin effective
communication practices. The focus then shifts to their application, supporting readers as
they develop and refine their reading, listening, speaking and writing skills.

All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law.
The enduring value of traditional ways and knowledge is recognised, set against the
impact of technology on modern communication. Digital communication media, such as
email, WhatsApp Messenger and social media, are foregrounded, as well as the technology
that facilitates and enhances communication.

Key features of this third edition of Communication: a Hands-on Approach are the following:
• A new chapter entitled Communication and difference, which discusses the ways, such
as cultural background, gender, sexuality and age, in which people are different from
each other. The chapter encourages appreciation of and respect for different ways of
being and doing, at the same time acknowledging our similarities
• An extended chapter on small-group communication, reflecting the trend in business
of working in teams
• Learning objectives, for readers to judge how successfully they have engaged with the
topics discussed in the chapters of the book
• Updated exercises and application activities at the end of each chapter, complemented
by interactive online support material
• Annotated examples of the range of media presented, so that each example serves
also as a practical learning tool
• Comprehensive cross-referencing, reflecting the inter-connectedness of the content of
the chapters

The authors draw from substantial experience in the classroom and from close contact
with business and industry. They have produced a text that will support undergraduate
students to become confident and professional communicators.
Copyright 2021. Juta and Company [Pty] Ltd.

Sandra Cleary
www.juta.co.za (Editor)
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 Communication:
A Hands-on Approach
Third edition

Editor
Sandra Cleary
Authors
Sandra Cleary
Marcelle Harran
Jacqueline Lück
Sally Potgieter
Eileen Scheckle
Renée van der Merwe
Karen van Heerden

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 Communication: A Hands-on Approach

Based on The Communication Handbook, revised second edition, 2005

First published 2007

Revised reprint 2009
Second edition 2014
Reprinted September 2014
Reprinted twice 2015
Reprinted twice 2016
Third edition 2021

Juta and Company (Pty) Ltd

PO Box 14373, Lansdowne, 7779, Cape Town, South Africa

© 2021 Juta and Company (Pty) Ltd

ISBN 978 1 48513 092 5 (Print)

ISBN 978 1 48513 093 2 (Web)

All rights reserved. No part of this publication may be reproduced or transmitted in any form or
by any means, electronic or mechanical, including photocopying, recording, or any information
storage or retrieval system, without prior permission in writing from the publisher. Subject to
any applicable licensing terms and conditions in the case of electronically supplied publications,
a person may engage in fair dealing with a copy of this publication for his or her personal or
private use, or his or her research or private study. See section 12(1)(a) of the Copyright Act 98
of 1978.

Project Manager: Fuzlin Toffar

Editor: James Ryan
Proofreader: Elisma Roets
Cover designer: Drag and Drop
Typesetter: Lebone Publishing Services
Indexer: Lexinfo

Typeset in ITC Century Std Light 10.5 pt

Printed in South Africa by

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does not contain any material that is the subject of copyright held by another person. In the
alternative, they believe that any protected pre-existing material that may be contained in it has
been used with appropriate authority or has been used in circumstances that make such use
permissible under the law.

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 Contents
About the authors............................................................................................................... viii
Preface................................................................................................................................. ix

Chapter 1: Communication theory

1.1 A model of interpersonal communication ................................................................. 1
1.2 Elements in the communication process ................................................................... 3
1.3 Communication effectiveness and communication efficiency .................................... 8
1.4 Communication contexts .......................................................................................... 9
1.5 Communication barriers ......................................................................................... 13
1.6 Verbal communication ............................................................................................ 19
1.7 Non-verbal communication ..................................................................................... 21
Test your knowledge ......................................................................................................... 26
Application ....................................................................................................................... 27

Chapter 2: Audience and purpose

2.1 Audience ................................................................................................................ 32
2.2 Purpose .................................................................................................................. 36
2.3 Objective and subjective language .......................................................................... 38
Test your knowledge ......................................................................................................... 39
Application ....................................................................................................................... 40

Chapter 3: Reading and note-taking

3.1 Approaches to reading ........................................................................................... 43
3.2 Types of reading ..................................................................................................... 46
3.3 Note-taking ............................................................................................................ 49
3.4 Summaries .............................................................................................................. 52
Test your knowledge ......................................................................................................... 54
Application ....................................................................................................................... 55

Chapter 4: Listening
4.1 The importance of listening .................................................................................... 62
4.2 The hearing–listening distinction ............................................................................. 63
4.3 The stages of the listening process ......................................................................... 63
4.4 Deliberate and empathic listening ........................................................................... 65

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 Communication: A Hands-on Approach

4.5 Controlling the listening situation ........................................................................... 68

4.6 Checklist for listening ............................................................................................. 68
Test your knowledge ......................................................................................................... 69
Application ....................................................................................................................... 70

Chapter 5: Communication and difference

5.1 Globalisation ........................................................................................................... 73
5.2 Intercultural Communication .................................................................................. 74
5.3 Culture ................................................................................................................... 75
5.4 Intercultural communication and Africa .................................................................. 82
5.5 Intercultural communication theory ........................................................................ 85
5.6 Barriers to intercultural communication .................................................................. 90
5.7 Guidelines to communication with those who are different from us ...................... 92
Test your knowledge ......................................................................................................... 94
Application ....................................................................................................................... 95

Chapter 6: Small-group communication

6.1 Definition .............................................................................................................. 100
6.2 Advantages and disadvantages of small groups .................................................... 101
6.3 Diversity in groups ................................................................................................ 101
6.4 Virtual groups ....................................................................................................... 103
6.5 How groups are formed ....................................................................................... 105
6.6 Characteristics of small groups ............................................................................. 106
6.7 Small-group member roles .................................................................................... 106
6.8 Group problem-solving ......................................................................................... 114
6.9 Conformity within a group ................................................................................... 117
6.10 Conflict within a group ........................................................................................ 118
6.11  Negotiation ........................................................................................................... 122
Test your knowledge ....................................................................................................... 126
Application ..................................................................................................................... 127

Chapter 7: Meetings
7.1 Definition of a meeting ........................................................................................ 132
7.2 Types of meetings ................................................................................................. 133
7.3 Types of committees ............................................................................................. 135
7.4 Important terms used at meetings ........................................................................ 135
7.5 The role of the chairperson and other office-bearers ............................................ 137

iv
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