Introductor

y Note
Chapter 1: Communication
Concepts and Process
1.1 Introductory Note
This chapter presents the communication
process. It describes the basic elements of
the communication process and defines
concepts. It also sheds light on forms of
communication and basic characteristics of
each form.

Lastly, the chapter reviews the contents that

communication process is functioning
within.

Our ability to communicate and the

different forms our communication takes are
very often taken for granted. The
communication process is fundamental for
human survival. It is essential to the
development of the individual, to the
formation and continued existence of
groups and to the interrelations among
groups.

Communication is as old as human history;

many indicators prove that effective
communication is the main factor
enhancing civilization through history.
This is why communication is considered
multi-culture phenomena, Ancient–Greeks,
Ancient– Egyptians, Ancient–Chinese,
Arabs, Europeans and Americans have got
their impact on communication.

On the other hand, the study of human

communication is inter- disciplinary. It
began with the mathematically theory of
communication by Claude E. Shanon and
Warren Weaver in 1949, scientists
considered as strictly mathematical. Their
aim was to measure the amount of
information, in the mess ages, that is
transmitted through the media on the
telephone; however, as years passed by,
inter-disciplinary approaches to study human
c ion came up. They rely on psychology,
o sociology, speech communication, political,
m journalism, anthropology management,
m education, marketing and philosophy. Thus,
u we can say that every discipline concerned
n with human behavior must deal with
i communication.
c
a The question here is
t What is communication?
There are many definitions of communication:
Definition
of 1.2 Definitions of Communication
Communic
ation Schramm defines communication as "a tool that
makes societies possible and distinguish
human from other societies”.
Berelson and Steiner define communication as
the transmission of information, ideas,
emotions, skills through the use of
symbols, words, pictures, figures, and
graph.

Rogers says, “Communication is the process of

transmitting ideas, information, and
attitudes from the source to a receiver for
the purpose of influencing with intent”.

Kar defines communication as "all those

planned or unplanned processes
through which one person influences
behavior of others."

A more comprehensive suggested definition to

define communication would be: “a process of
transmitting ideas, information, attitudes
(images which we have formulated for ourselves)
by the use of symbols, words, pictures,
figures from the source (who is the originator of
the message) to a receiver, for the purpose of
influencing with intent”. So communication is
considered as a process through which senders
and receivers of messages interact in a given
Communic social context.
ation
Component
s The concept of communication simply
relies on four basic components.

1.3 Communication Components

A 1.1, we have a sender who produces a message
s to receivers Depending on the previous
definitions, we can conclude that communication
s is a process used to timely and properly
h exchange information between a sender and a
o receiver to achieve a desired goal.
w
n

i Message
n

F
i Feedback
g
u
r Sender Receiver
e
Figure 1.1: Communication component
Factors in
the
Definition

A) Proce
ss

C) Social Context

Communication Model

B) Interact
ion
1.4 Fa ents of interaction are dynamic in nature. They
can not be regarded as unchanging elements in
cto time and space. This simply means that no single
rs aspect of communication can be meaningfully
in understood apart from the other elements, as
shown in Figure 1.2.
the
De
fini Communication
tio
n
A)
P
r Is a process used to timely and properly exchange information to achieve a desired
o
c
e
s
s
: Figure 1.2: Definition of communication

I B) Interaction: It is the process of linking

t between senders and receivers of the
message. The process specifies interaction or
s linkages between or among countless factors, so
u that the changes in any set of forces affect the
g operation of all other processes to produce a total
g effect.
e
s The concept of interaction is central to an
t understanding of the concept of process in
s communication. Communication is an attempt
to bridge the gap between two individuals
t through producing and receiving messages which
h have meaning for both.
a
t C) Social Context: Human communication is, to
a great extent, influenced by the social context
t in which it occurs. The context or the situation
h that consists of a set of rules which govern the
e origin, flow and effect of the messages.

c
o 1.5 Communication Model
m
p
It describes what is necessary for an act of
o
communication to take place. A model
n
represents the major features and eliminates
t he unnecessary details of communication.
Functions
of 1.5.1 Functions of Communication Models
Communic
ation 1. To clarify the scope of human
Models interaction showing it to be a circular,
complex, continuous dynamic, or a
coding process.
2. To point out where to book and under
what conditions to analyze different
responses.
3. To show the variables in human communication.
4. Used as a frame work in researches.
Communic
ation Model 1.5.2 Communication Model
Aristotle said that a researcher has to look for
three communication ingredients:
1. The person who speaks.
2. The speech that he produces.
3. The person who listens.

One of the most used

The contemporary models was developed in
1949 by Claude Shannon, a mathematician and
explained by the non- mathematician, Warren
Weaver.

Shannon and Weaver were not talking about

human communication but about electronic
communication.

In fact, Shannon was working for the Bell

telephone laboratory, but his model was found
useful in describing human communication.
Shannon–Weaver model is consistent with
Aristotle’s position, see Figure 1.3. If we
translate the source into the speaker, the signal
into the speech and the destination into listener,
we have the Aristotelian model, plus two added
ingredients: a transmitter which sends out the
source’s message and a receiver, which catches
the message from destination. However, if we
choose to draw a diagram of human
communication, we must remember that the
process itself is more complicated than a picture
or description of it, which are likely to draw. Most
of the communication process is in the black box
of our central nervous system, the content which
we understand vaguely.
 lar to Aristotle’s, though some what more
M complex. They differ partly in terminology and
o partly in differences in the point of view of the
s disciplines out of which they emerged.
t

o
f

o
u
r

c
u
r
r
e
n
t

c
o
m
m
u
n
i
c
a
t
i
o
n

m
o
d
e
l
s

a
r
e

s
i
m
i
 Source

Encoder

Message

Decoder
Feed Back

Destination

Figure 1.3: Shannon – Weaver model

Basic Elements 1.6 Basic Elements of Communication Model

of
Communication Researchers call our attention to several elements in the
Models
communication process: source, message, channel, receiver,
effect, feedback and more. The communication process remains
basically the same for interpersonal and mass communication.
The psychology of communication is basically the same in both, see
Figure 1.4.
 Face to Face
Receiver Effect
Source Message Channel

Noise

Message Source
Effect Receiver Channel

Feedback
Device

Figure 1.4: Elements of communication model

Sourc 1.6.1 Source/Encoder

e/
Encod
er We can say that all human communication has
some source, some person or group of persons with a
purpose for communicating. The source has ideas,
needs, intentions, information and a purpose for
communication, which he translated into a code, a
language. This is performed by the encoder who is
responsible for taking the ideas of the source and
putting them in a code, expressing the source’s
purpose in a form of a message. As source encoder,
our communication skill levels determine on
communication fidelity in two ways:
1- They affect our ability to analyze our
purpose and intentions, our ability to say
some thing when we communicate.
2- They affect our ability to encode messages
which express what we intend.
3- There are at least four kinds of factors within
the source, which can increase the fidelity in
communication. These are:
1- Communication skills.
2- Attitude.
3- Knowledge level.
4- Socio-cultural system.
Receiv
er/ 1.6.2 Receiver/Decoder
Decod The receiver is the most important link in the
er communication process. If the source does not
reach the receiver with his message, he might as well
have talked to himself. The receiver is the target of
communication that we want to have the positive
response.

Both the source and the receiver can be analyzed in

terms of four factors: their communication skills,
attitudes, knowledge levels, cultural contexts and
social systems. The receiver always has to be kept in
mind when the source makes decisions concerning
different communication variables.

The relationship between the source and the receiver may include:

- Stimulus - Response
- Sender - Receiver
- Encoder - Decoder
- Source - Destination
- Actor - Audience
- Communicator - Communicate

The left column represents the part of guiding the

act of communication. The right–column represents
those participants who by their receiving the message
allow the communicative act to be completed and
thus have an effect.
Messag
es
1.6.3 Messages
The message is the translation of ideas proposes and
intentions into a code and a systematic set of symbols.
Berlo says that there are three factors that should be
taken into account considering the message:
A. Message code: which has to do with the
way in which symbols are structured?
B. Content: the selection of material to
express the purpose.
C. Treatment: the way in which the message
is presented, that is frequency and
emphasis.

Another factor is the filter or frame of reference

through which the audience receives the message
which includes meanings that may enhance or cripple
the effect.
M ) expressed in symbols. For communication to occur
e at all, the source and receiver must have at least
a some minimum degree of prior experience, some
n level of similarity and some level of shared
i meanings at the other extreme, no two individuals
n have exactly the
g
s

a
r
e

r
e
f
e
r
e
n
c
e
s

(
i
d
e
a
s
,

i
m
a
g
e
s

a
n
d

t
h
o
u
g
h
t
s
 same experience. Hence, the symbols in the message have
somewhat different meanings for the source and the receiver.

Furthermore, the individual experience is continuous, so does

his meaning related to some symbol which will change over time.
Many failures in communication are due to mistaken
assumptions by source, or receiver, about the correspondence of
the meaning of the symbol they exchange.
The source and receiver have to have a minimum degree of
common experience, and a common frame of reference. This
fact led Berlo to state: “Meanings are in people not in
messages”.

Frame of 1.6.4 Frame of Reference

Reference
It is the degree by which the sender and receiver overlap in
various frames of communication. The communicator, who is
addressing different personalities at the same time, cannot adjust an
appeal to meet their individual reaction. An approach that
convinces one part of the audience may not agree with another
part. The successful communicator is one who finds the right
method of expression to establish empathy, with the largest number
of individuals in the audience. The receiver filters the message in
terms of frame of reference.

Each person has stored experience, consisting of beliefs and values

related to himself and to his group. A message that challenges
these beliefs or values may be rejected, distorted or misinterpreted.

In case where beliefs are firmly fixed, the communicator finds it is

often more effective to try to redirect existing attitudes slightly than
to attack them, as shown in Figure 1.5.

Source Encoder Destination

Signal Decoder

Figure 1.5: Frame of reference

Dimension of 1.6.5 Dimensions of the Message

Message
1) Elements: The ideas that is included in the message.
2) Structure: The organization of the message.
3) Production: Which means the length and placement of
the message?
Characteristics
of the Message
 1.6.6 Characteristics of the Message
a) The Amount of Communication
It includes the total volume of information as well as content
covered. Too little information may not answer all questions to the
receiver and result in a rejection of the message. Too much
information may not be efficiently integrated and may confuse the
receiver. In general, people tend to forget details of communication;
this is why sender needs to level the message and needs
sharpening which emphasizes a limited number of details.
Communication
Channel b) The Frequency of Communication
Repeated exposure to varied communication messages reinforces
the tendency of act in those receivers. Repetition may irritate the
audience but varying the content of the message serves the
purpose of reminding the receiver of the general ideas that are
Channel
Dimension
being discussed.

1.6.7 Communication Channel

It is the medium utilized to convey a message; it is the means by

1. Channel which a message travels between the communications senders to
Credibility the communication receiver.

1.6.8 Channel Dimension

These dimensions permit the investigator to evaluate the

effectiveness of different communication channels these dimensions
2. Channel include:
Feedback
1. Channel Credibility: It is the expertness and trustworthiness
of a channel as perceived by the receivers. Channel credibility is
directly linked to communicator and audience characteristics
however print media are perceived by member of upper socio–
3. Channel economic grouping as being more credible, while television is
involvement perceived as more credible by lower socio-economic groupings.

2. Channel Feedback: It is known as the opportunity a channel

provides for the receiver to respond immediately and to affect the
source of the message in communication process. Face-to-face
communication tends to facilitate feedback, while mass
communication tends to restrict it.

3. Channel Involvement (or participation): It is the effort required

by all senses in order to receive information from a communication
channel, face-to-face communication offers the greatest possibility
for involvement where print media offer the least possibility for
involvement.
4. Channel
Availability
 4. Channel Availability: The frequency and extent to which a
channel may be used to reach a given audience. In some
geographic areas, some channels may not be available such as
5. Channel television in mountained areas or print media in highly illiterate
Permanency
areas.

5. Channel Permanency (or ability to preserve a message): The

6. Channel ability of a communication channel over time to carry the message.
Multiplicative Print media have this dimension but contrast radio does not.
Power

6. Channel Multiplicative Power: The channel ability to cover

areas with speed and timeliness. The mass media can multiply a
7. Channel message and make it available to large numbers of people while
Complementary face-to-face communication is low in this dimension.

Effects 7. Channel Complementary: The channel ability to supplement the

communicative work of another channel. Both mass media and
interpersonal channels have proven to be high on this dimension.

1.6.9 Effects

Communication effects represent the changes in the receiver

behavior that occur as a result of transmission of the message. So,
when we speak of “Effective Communication,” we mean
communication that result in changes of receiver’s behavior that
were intended by the source.

There are few propositions about communication effects, these are

as follows:
1- There are many levels of effect: attention to inner
confirmation to inner change to, overt action.
2- Much of the effect and its mechanism is hidden in our
cognitive structure. It can be recognized from visible
Feedback
behavior or physical manifestations.
3- Complex behavior usually has complex causes. The
effects are the goals of all communication processes.

1.6.10 Feedback
Feedback is an idea derived from engineering communication
theory. It means a return flow from the message. In human
communication, a speaker hears his words at the same time, or
approximately at the same, that the other party hears them. He can
then judge for himself how well he has spoken.

Therefore, feedback is a response by the receiver to the source’s

message, which the source may use to modify his further message.
From that perspective, feedback may be thought of as message
conveying “knowledge of communication effectiveness.
Tow kinds
 There are two kinds of feedback:
1- Positive Feedback: Confirms the source that the intended
effect of the message was achieved. Positive feedback tells the
source that everything is going in the desired way.
2- Negative Feedback: informs the source that the intended effect
of the message was not achieved, as shown in Figure 1.6.

Source Feedback Receiver

Message

Figure 1.6: Feedback

1.6.11 Communication Noise

Communication
Noise Communication channels are subject to noise. Noise can be
identified as the loss of meaning during the transmission.

There are two major types of noise:

1. Channel Noise: This type of noise includes any disturbance,

1. Channel which interferes with the physical transmission of the message. In
Noise mass communication channel noise includes static on the radio, ink
in the newspaper, a rolling screen in television, or type too small to
read in a magazine. In interpersonal communication, someone
speaking in a room over another conversation, a door shutting etc.

2. Semantic Noise: This type of noise results in the wrong

2. Semantic interpretation of messages, even though the message is received
Noise exactly as it was sent such as words too difficult, subject too difficult
for receiver to understand also differences of selected meaning of
words between the message sender and a receiver, for example
receiver thinking that the words prints to something different than
that is intended by the sender. One word may have many different
interpretations, see Figure 1.7.
 Office Equipment

Figure 1.7: Semantic noise

Forms of 1.7 Forms of Communication

Communication
There are various classifications of forms of communication.
Basically we can distinguish between two main forms of
communication.

1. Verbal 1. Verbal communication: which includes:

Communication a) Oral communication such as talking to oneself, dialogue,
discussion between two people, telephone calls.
b) Visual communication such as maps, graphic, traffic
signals, advertisement …etc.
c) Written communication such as memos, letters reports,
papers.
d) Electronic which is communication facilitated by an
interface with a computer, modem, telephone fax, E-mail
…etc, as shown in Figure 1.8.

Oral communication Visual communication

Written communication Electronic communication

 F igure 1.8: Forms of Verbal Communication
2. Non-verbal
Communication
2. Non-verbal communication: Such as body movement facial
expression and voice etc.

Depending upon these basic forms of communication, many

researchers agreed to classify forms of communication as:

1. Intrapersonal 1. Intrapersonal Communication: It is a communication

Communication transaction that takes place within the individual, this is the silent
talking all of us do to ourselves such as thinking, remembering,
dreaming and deciding. Intrapersonal communication is made
possible because man become object to himself. That is he both
produces and receives to same message. This type of
communication fills more time in our experience because in every
communication are always subject to our own private interpretation.

2. Interpersonal 2. Interpersonal Communication: It is the process of face-to-face

Communication
interaction between sender and receiver such as group
meetings, interviews, conversations among individuals. It has the
advantage of a two-way communication with immediate feedback.

Characteristics of interpersonal communication:

1- There is a perceptual engagement on the part of two or
more people in physical proximity.
2- Perceptual engagement allows focused interaction
between a single focus of cognitive and visual attention
as in a conversation. In focused interaction, each participant
supplies cues supplies by other participant.
3- In this focused interaction, there will be an exchange of
messages. In this exchange, the participants represent to
each other cues they think the other will interpret as
intended.
4- The interaction is face to face, therefore all senses may be
utilized and participants confront each other totally.
5- The interpersonal setting is unstructured; few rules govern
form or content of interpersonal messages.

Interpersonal communication is very effective in influencing

attitudes and behavior. Hazarded focused in its characteristics in
that field:

1- Personal contacts are casual, difficult to avoid.

2- People are likely to put their trust in the judgment and
view point of persons whom they know, like and respect.
3- Personal communication influence people through what is
said and by personal control in which the source is as
important as the content itself.
4- There is a great flexibility in the content of interpersonal
communication. If the communication meets resistance from
the receivers, he can change the line to meet their reaction.
 5- In face-to-face communication a person can ask questions,
help direct the communication and make some control over it.
6- In face-to-face situation, there is a chance for quick
exchange of information. Two-way communication that
gives a chance for immediate feedback to evaluate the effect
of the signs one puts out, to correct to explain and to answer
objections.
7- In face-to-face communication it is possible to stimulate all
the senses. It is also possible to communicate more for
complete information.
8- In face-to-face communication high percentage of the
available information is non-verbal. The silent language of
culture, gesture, body movement constitutes a large part of
interpersonal communication.

Medio 1.7.1 Medio Communication

Communication

It is the area of communication which interfaces between

interpersonal communication and mass communication. It is an
intermediate level of communication. Medio is derived from Latin,
meaning middle.

Medio communication is distinguished by the presence of

technical instrument used under restricted conditions.

Medio communication is similar to mass communication in the

following:
1. Participants in media can be heterogeneous.
2. Participant also can be in different physical locations.
3. The presence of a technical channel.

Medio communication is similar to interpersonal communication in:

1. Source and receiver are known to each other.
2. The message is private more than public.
3. Message receivers are small in number.
4. The interaction pattern is to a fair degree, unstructured.

Medio communication includes point-to-point tele-

communication, surveillance telecommunication, closed circuit
television and home movies.

Tele- 1.7.2 Telecommunication:

communication
It is a special type of communication that uses electromagnetic
devices to cover distance. It has similar audience characteristics
with interpersonal communication. Point-to-point communication
includes telephone, teletype, telegraph, mobile, radio, air-to-
ground radio.
Surveillance
Tele-
communication
 1.7.3 Surveillance Telecommunication
It is used for “scanning the horizon” for danger signals.
Mass
Communication
Surveillance telecommunication includes radar, atmospheric
pollution monitoring, weather satellite and other such
telecommunication systems.

1.7.4 Mass Communication:

It is the process through which communication is directed
simultaneously (immediately) to a large, heterogeneous
(different) and anonymous (unknown) audience on a massive
scale.

Messages are transmitted publicly and are transient in nature. The

communicator works in a complex organization.

The mass media includes the following:

A. Print media: newspapers magazines, books etc.
B. Electronic media: radio programs, audio recordings, T.V.
programs.

The mass media advent required two developments:

1- A relatively advent technology to produce the necessary
instruments.
2- An accompanying level of literacy among large numbers
of people to utilize the disseminated information.

The mass media may also be compared on the following

dimensions:

1- The medium fidelity (objectivity) in presenting the following

dimensions of an original event:
A. Verbal symbols.
B. Picture symbols.
C. Color.
D. Sound.
E. Emotions.
2- The medium’s delivery speed, the length of time between an
event and when the medium is able to inform people about it.
3- The medium’s portability, the ease with which the medium can
be moved about the environment, both to cover news stories
and to reach its audience.
4- The extensiveness of the medium's coverage of the
environment, the extent of information of interest the media
transmits to its receivers.
5- The medium’s access to feedback.
6- The possibility of having a message repeated to satisfy
receivers needs.
Non Verbal Communication
 1.7.5 Non Verbal Communication:
It is a fundamental human interaction where speech alone is unable
to deal with it. It is communication that can occur without words
at all.

The sender has at least four main sets of physical non – verbal
cues: face, eyes, body, and voice.
a) The face includes frowning, smiling and grimacing.
b) The eyes can signal by direction of gaze.
c) The body offers posture positions of arms and legs
and distancing.
d) Voice includes tone and speech rhythm.

The receiver has five primary senses: vision, hearing, touch,

taste and smell. There are five functional categories of non-
verbal communication:
a) Emblems movements that are substituted for words.
b) Illustrators movements that accompany speech and accent.
c) Regulators movements that maintain or signal a change in
speaking and listening roles.
d) Adaptors movements related to individual need or emotional
state.
Kinds of Non e) Effect particularly the facial expressions showing emotions.
Verbal
Language 1.7.6 Kinds of Non-Verbal Language:

1. Language of facial expression: In general a smile, a scowl or

a frown has a universal meaning. A frown may be dislike, or
disapproval, or puzzlement. A smile may be love, happiness,
amusement, or kindness.
2. Language of eye contact: There are a number of messages
communicated by glances such as: involvement, hostility,
command and others.
3. Language of posture: The more the person leans towards the
individual he is talking to, the more positively he feels about the
person and vice versa.
4. Language of voice: Voice variations may convey anger, fear,
grief … etc.
5. Language of apparel: The way we dress communicates
something about us all of us wear uniforms such as work clothes,
play clothes, formal dress, etc. Our dress reflects our respect for
those whom we visit, or go out with. Also it is assumed that young
people who wear glasses tend to be judged as more seniors and
intelligent.
6. Language of color: Warm colors – such as yellow, orange, and
red – stimulate creativity and make people feel outgoing, and
responsive to others. Cool colors encourage meditation and also
may discourage conversation.
 7. Language of odor: Odors have a profound ability to recall
memories out of one’s past. Food smells remind one of his mother’s
cooking, flowers of springtime … etc.
8. Language of time: People and culture have a unique culture
clock. In Egypt you can be for half an hour late for a party, or
business appointment. On the other hand, in Europe you can’t be
late for neither of them.
9. Language of space: Every individual seems to develop a
distance at which he prefers to interact with others Latin Americans
like to talk with each other closely while North Americans maintain a
considerable distance.
Organization
Communication
1.7.7 Organizational Communication:

It is a form of interpersonal communication that takes place

within definite boundaries. It is concerned with the achievement
of the goals of that organization. It has the characteristics of inter
personal. Each member of the organization is obliged to
communicate in certain ways.

Different organizations share similar characteristics:

1- They all have members interacting with each other occupying
various social positions and playing social roles.
2- Norms of appropriate behavior members with standards of
appropriate methods of communication some patterns are
rewarded and reinforced others are disapproved.
3- Communication through organizations becomes predicted
because of the direction, frequency form and content of
messages exchanges.
4- Organizational communication act remains dyadic or a two-
person interaction. The messages exchanged are transmitted
from one person to another then from that person to another
and so on.
5- Major transmission in organizational communication is oral, yet
it also include print in form of memos and cards.
6- The official routes of organizational communication are formal
channels of communication. It is concerned with the
dissemination of information to the members of the group.
Communication
Context
1.8 Communication Context
Communication transactions always occur within, and are
constrained by, several critical contexts. By contexts, we mean
the environments where communication takes place, including
the there are four critical communication contexts, other
communicators involve in the transaction.
Cultural Context
 1.8.1 The Cultural Context
Cultural influences are an inherent aspect of all communicative
Sociological transactions. The term “Culture” refers to the sum of language,
Context values, beliefs, habits, and practices shared by a large group of
people. These characteristics comprise the cultural context of
communication. Understanding the cultural context contributes
greatly to effective environmental management, for without some
appreciation of the cultural milieu, communication is doomed to
failure.

Physical
Context
1.8.2 The Sociological Context
Just as everyone belongs to a culture, each person also belongs
to many groups within the culture. The sociological context of
communication refers to the sum of the individual’s group
memberships as well as the roles as societal with those
memberships.

1.8.3 The Physical Context

Does the communication transaction occur over coffee during a
hurried 15 minute break? Or, does it occur over a leisurely dinner at
one of the town’s nicest restaurants? Depending on the specific
location where the communication occurs, there will be varying
degrees of competing stimuli as well as varying degrees of
“openness” on the part of the communication participants.
Within the general location of the communication transaction,
studies have indicated that specific arrangement of seating affects
the communication process. In large group meetings, rows of seats
facing a single speaker will create a very different context than
concentric circle seat with a speaker standing in the center of the
circle.

The total number of receivers involved in the communication

transaction must be considered. In general, interaction both verbally
and nonverbally decreases as the number of receivers' increases.

Does the communication occur in the morning, in the

afternoon, or in the evening? If the communication occurs too
early in the morning, receivers may not be as alert as they will
be later in the day, on the other hand, communication very late in
the day may be influenced by listeners who are simply too
exhausted to accurately receive and understand the message.

In reality, it is difficult to separate the physical from the

psychological context, for they operate interdependently.
 For example, the numbers of receivers influence the
psychological as well as the physical communication context.
If only fifteen people attend a meeting for which over a hundred
were anticipated, interaction between speaker and audience may
increase, but the effectiveness of that interaction may be negated by
the psychological impact of the low attendance. On the other hand,
if many more people attend a meeting than were anticipated, a
feeling of excitement and satisfaction about the excellent response
may enable communicators to more than compensate for problems
created by the physically crowded conditions.

Culture and 1.9 Culture and Communication

Communication
Culture is the way people think, act, live and communicate. On
other hand, culture is communication; the two are very much bound
together. A culture develops as the result of interpersonal
communication – the communication between people that we are
concerned with. At the same time, the form, the nature, the makeup
of the culture results from the interaction of the people and the place
and time in which they live. The “interaction of people” is just
another way of saying “communication”. Living together, working
together, relating to one another is communication, we are always
communicating – or attempting to communicate.

Perhaps the simplest way to explain culture and its relationship to

communication is to say that people are different: we live, work in
different societies, environment and climates, and we adapt to these
in different ways.

As a result of living in different societies, environments, and

climates, people develop special needs, acquire habits and
customs peculiar to themselves, and have experience which, in
general result in particular patterns and methods and forms of
expression and relating with one another. Many examples of this
could be given.

People in a warm, tropical climate, for example, live quite

differently from people in a northern urban area. They live in a
much more relaxed style from what we are accustomed to – life is
much simpler.

We need to know about people and their background if we are to

understand their communication. It is important for you to remember
that people in different cultures and countries do not do things as we
do them in our country, for example. Before you do business with
foreigners, you should check carefully on local customs,
cultures, and communication.
 Remember that people do things differently remember, too, that
people communicate in term of their own experiences. Do not be
offended and communicate offensively when something out of the
ordinary happens. The situation may appear unusual to your frame
of reference because it is not within the range of your experience;
the situation may be perfectly “normal” to everyone else.

Our communication is surr ounded by barriers of human behavior

and language, our communication attempts also are complicated by
cultural barriers.

Many cultural differences take the form of nonverbal communication.

If a person frowns while listening to your speech, it may indicate
doubt or disagreement; on the other hand, the person may have a
headache or the light may be bothersome. It is important for you to
remain alert to nonverbal signals, but it is also essential that you
understand them accurately.

Conclusion
1.10 Conclusion
In this chapter we focused on communication as human
phenomena. We proposed definitions, forms, contexts in with
communication process function. According, to all above topic one
can recognize the comprehensive communication model as shown
in Figure 1.9.

Receivers
Transmitters Feed Back

Sender Signal (Verbal & Nonverbal) Destination

Past experiences Knowledge, Feelings, Attitude, Etc. Past experiences Knowledge, Feelings, Attitude, Etc.
Media

Noise Sources (Internal and External)

Message Environment Culture Message

Figure 1.9: Communication Model: