Communication Lecture 3 How Do We Communicate Verbally

Communication Lecture #3

How Do We Communicate? �Verbally �Nonverbally �Music �Writing �Video �Noises �Pictures �Symbols �Tones

Communication �Communication: the process of creating symbol systems that convey information and meaning.

Communication � Communication cultural context. � Culture: can vary depending on the symbols of expression that individuals, groups, and societies use to make sense of daily life and to articulate their values. � This is why whenever we listen to a song, flip through a magazine, or read a fashion blog we try to assign meaning to whatever it is we are doing.

Communication � The media is one of the greatest sources for providing values to the mass public or audience. � Mass Media are the sources that deliver a message. • Internet, blogs, editorials, interviews, TV programs, trade journals, newspapers, radio, commercials/advertisements, etc. � Mass Communication then is the process of designing and delivering messages to large and diverse audiences through one or more media. � Mass communication has helped our culture become a consumer culture by letting messages reach both urban and rural audiences.

Communication �We have been communicating for thousands of years. �For years stories were shared through poets, teachers, and tribal leaders. �Many of our ways of communicating can be traced all the way back to Ancient Greece when Socrates made arguments through public conversations and debates; something that is done today on college campuses and in political arenas.

The Printing Press and Communication �The invention of the printing press during the 15 th century was a pivotal advance in mass communication. �In the 1400 s and 1500 s many books were elaborate, expensive, and well illustrated, making them items only the wealthy could own. �The printing press made it affordable for more individuals to own books.

The Printing Press and Communication �The printing press did three things that allowed the first mass-market product to be produced • Duplicated- scribes no longer had to hand copy a piece of work to produce multiple copies. • Duplication could be done much quicker. • The quick process brought down the cost of printed materials.

The Age of Electronic and Digital Communication � Print communication was forever changed in America in the 1840 s. The use of the telegraph had a huge impact on communication as it shifted electronically � The telegraph: • Separated communication from transportation, making messages instantaneous. • Transformed information into a commodity that could be bought or sold. • Made communication easier for military, business, and political leaders to coordinate commercial and military operations. • It foreshadowed future technology developments.

Digital Communication �Digital communication includes text, images, and sounds that are converted into electronic signals through binary numbers. �Those numbers are then decoded to produce a TV picture, fashion image, song, or voice.

Media Convergence �Media convergence: older media forms used with the newest media forms. �Highly used in fashion today. • Fashion magazine articles accessible on the web. • Fashion catalogues available on the web, and now, fashion websites available on your phone. • Advertisements are now available in a variety of Apps for your phone. • Women’s Wear Daily (WWD) was at one time a trade journal/paper that was circulated, now available online.

The Process of Communicating �The linear model of communication is conceptualized as the process of making and sending messages to the mass audience.

The Linear Model • Senders- authors, producers, organizations, individuals, speaker, • Messages- the programs, initiatives, texts, images, sounds, ads, • • etc. Channel- newspapers, books, social media sites, magazines, trade papers, blogs, websites, coupons Receivers- those that the message is intended for; readers, customers, employees, community members, media. Gatekeepers- filter the messages- editors, producers, media managers, executives Feedback- receivers send messages back to the senders; helps answer such questions as: �How well does a product work? �Was a new clothing line well received by the press? �Did an advertising campaign bring the type of attention the brand wanted?

Cultural Impact on Communication �Each culture has a set of values and beliefs, audiences typically seek messages and produce meanings that support those values and beliefs. �Therefore, most audiences use selective exposure. The process of interpreting, changing, and rejecting cultural messages.

Cultural Impact on Communication � Different elements of culture appeal to various demographics. � High Culture-symphony, ballet, opera, art museums, classical literature • Fashion’s Night Out, Fashion Week, Charity Galas � Low Culture- soap operas, rock and rap music, talk radio, and comic books • Mall fashion shows, style events, TV infomercials � Understanding culture is extremely important in fashion � It is important that brands get the right message to the correct audiences using the correct channels of communication.

What Does Communication Do? �Communication • • should: Inform a particular public Persuade a public to take action Motivate a public to take action Build Mutual Understanding- often a group in opposition • The PR Professional is considered a communications professional.

Communications Theories �There a wide variety of communications theories ranging from traditional to contemporary. �As a PR professional it important to have an understanding of various theories in order to help send messages through a variety of mediums, reaching receivers in the way that it was intended.

Two-Step Flow Theory � An organization, brand, individual sends a message to the mass media. � The mass media then sends that message to readers, listeners, viewers, and followers for their response • Messages must have a purpose � Often fashion focuses on reaching the mass media because consumers are influenced by the media, amongst many other things. BRAND X Promotion on Facebook How do Facebook followers react?

Concentric- Circle Theory By Elmo Ropert Ideas are evolving gradually in the public moving in concentric circles, moving from great thinkers to great disciples to great disseminators. � Consumers pick up and accept ideas from leaders, who may have a higher impact on public opinion than mass media. • Brand X runs an ad with newest product Low impact • People magazine shows image of Kim Kardashian wearing Brand X’s newest product High impact �

Five-Step Theory by Pat Jackson � Build Awareness � Develop a Latent Readiness- begin to form opinions based on knowledge, emotion, intuition, memory, relationships � Triggering Event- something, natural or planned that makes you want to change your behavior � Intermediate Behavior-determining how best to apply desired behavior � Behavioral Change- adopting the new behavior

Spiral of Silence By Elisabeth Noelle- Neumann �Suggests that communications that work well depend on the silence and nonparticipation of a huge majority. �“Silent majority” fears becoming isolated by most of their colleagues, therefore choosing to vote with the majority. �This theory often pertains to decision making that deals with ethics.

Theory of Constructivism � Suggests that knowledge is constructed, not transmitted. � Concerned with the cognitive processes that comes before the communication, rather than the actual communication � Suggests that it is important to have knowledge of the receiver and their beliefs/background. � The task of the communicator is to understand how the receiver thinks about an issue

Coordinated Management of Meaning Theory �Based on social interaction �Attempts to “coordinate” our own beliefs, morals, and ideas of “good” and “bad” with those of others so that a mutual outcome might occur. �The idea is that communication is a complex, interconnected series of events, with each participant affected by the other.

Grunig-Hunt Public Relations Models �Model #1 - Press Agentry/Publicityessentially one-way communication. Sends messages from a source to a receiver with the hope of winning favorable media attention • Press release, pitch letter

Grunig-Hunt Public Relations Models �Model #2 - Public Information- one-way communication not designed to persuade, but to inform �This model and press agentry have been linked to “propaganda”

Grunig-Hunt Public Relations Models �Model #3 - Two-Way Asymmetric- two-way communication approach that allows an organization to put out its information and to receive feedback from it publics about that information • Social media, surveys

Grunig-Hunt Public Relations Models �Model #4 - Two-Way Symmetric- promotes free and equal information flow between an organization and its publics �Basic understanding- “balanced” �With this theory the PR professional serves as a mediator between the organization and the public.

The Word � Most communication begins with words. � Most personal and potent weapons. � Words have the power to soothe or anger us. � What is troublesome of words is that they have different meanings to different individuals. � Semantics is the study of what words really mean. � Just like culture, words change over time. � Public relations professionals must assess their wording before using them. � The meaning of a word found in a dictionary may be quite different than the meaning it has in today’s society.

The Word � Words have a significant influence on the message conveyed � It is important that the PR professional encode a client’s message accurately. � The PR professional must understand effectively translate the true meaning to the receiver. � Example of how words can be unclear or offensive when used: • Fireman, manpower, housewife, midget, cripple, negro, sick, cool, unique

The Message �Messages can be communicated in a variety of mediums • Speeches, brochures, press releases, press conferences, broadcasts, newspapers, radio, television, internet, day-to-day conversations

The Message � There are several theories that try to state what the message really is. � 1. The content is the message- what it says is the message; neither the medium or the individual are important to the message. � 2. The Medium is the message- the medium carrying the message is ultimately what makes the message • Vogue vs. Internet Fashion Blog Vogue wins • 3. The person is the message- the person delivering the message may be more important than what the individual actually says. Usually seen in politics

Receiver’s Bias �How a person perceives a message depends greatly on that person’s perception. �Everyone �No is biased. 2 people perceive a message the same. �Biases come from a variety of factors.

Biases �Stereotypes- cause people to think of specific images and most of us are victims of them; feminists, Generation X, bluecollar, Right/Left Winged, computer geek, gay. �Stereotypes influence communication.

Biases �Symbols- symbols can be used to persuade. All symbols have different meanings to one another. �Clenched fist salute, swastike, thumbs up have different meanings.

Biases � Semantics (discussed earlier)- different words have different meanings to individuals. Understanding word meanings in order to use them in the best way possible. � Overtime, � Good words change their meanings. communicators consider the consequences of the words they plan to use.

Biases �Peer Groups- individuals are all influenced by their peers to some degree �PR professionals must understand peer group influences on attitudes and actions when constructing persuasive messages.

Biases �The Media- the media has power to set the agenda. �Agenda-Setting- the creation of public awareness by the media �The media does not always present us with reality, but rather: • Filters and Shapes it • Concentrates on a few issues and lead others to think that those issues are more important than others

Feedback �If no one at the other end is responding to what you have said, then you really haven’t communicated. �You must received feedback from the message to see if the messages are or are not getting through to the receiver. �Feedback also helps the sender determine how to construct future messages.

Feedback � Even when communication is understood clearly, there is no guarantee that the motivated action will be what was desired � When communication is understood it may: • Change Attitudes- difficult to do. • Crystallize Attitudes- common, get someone to do something they were already considering. • Create Doubt- question their original thinking. • Do Nothing.

Final Word �Communication is done in a variety of ways �Good communication must have a sender, message, receiver, and feedback �There are numerous cultural factors that can hinder a message from being received accurately �The attention to wording you use in your message is particularly important

References �Campbell, R. , Martin, C. , & Fabos, B. (2006). Media & Culture: An introduction to Mass Communication (5 th ed. ). Bedford/St. Martin’s: Boston �Seitel, F. P. (2011). The Practice of Public Relations. Prentice Hall: Boston.