CUMMUNICATION AND CULTURE

Culture is way of life. It consists of Ideas, beliefs, and practices that are transmitted from
one generation to another. It involves practices and shared values that are considered the norm
among a group of people at the time.

Culture may be tangible or non-tangible. Tangible culture refers to objects such as artworks,
cars computers, etc., while non-tangible culture refers to beliefs, norms, and language.

Cultures are shaped by historical and geographical forces. Cultural traditions shape daily
activities and social life. Historical influences shape the communication pattern of social groups.
These factors are dynamic, and continuously evolve and change over time.

Every society has a culture that carries its social rules. These rules are an unwritten code of
conduct which is learnt continuously throughout life. Breaking these rules will normally result in
social rejection and isolation. Culture also sets he standards for society.

Through cultures are unique to societies they have some universal similarities. In nearly all
cultures around the world, people consider blood relations as the closet bond.

Culture is learned in the process of communication.

Research identified four elements of persuasion:

1. The source of the communication- must be credible, has the expertise or knowledge of
the topic, and truthfulness).
2. The intellectual capacity of the audience- communication will be one sided if the
audience is not well informed or if the subject matter is unintelligible to them. A two
sided message is given to bright and well-informed audience.
3. The message- can be emotional or logical or it can be a combination of logical and
emotional.
4. The medium- the effectiveness of the method by which the message was conveyed
through style and technique, and repeated exposure.
The Three Cornerstones of Persuasion
From mentors of Greek and roman civilization, there are three forms of proof or reason
people are persuaded: ethos, pathos, and logos (Kennedy 1991).

 Ethos- perceive personal character of the speaker 9has integrity, is trustworthy, shows
goodwill, knows what he or she is talking about , and is committed to topic, showing
enthusiasm and dynamism).
 Pathos-refers to emotional response for attitudes; appeal to the listener’s need, issue,
and problems.
 Logos- present rational pr logical proof. It shows evidences to support the issue.

Characteristics of nonverbal communication

1. Non verbal message primarily communicate emotions, attitudes.
2. Nonverbal cues substitute for contradict, emphasize, or regulate verbal message.
3. Nonverbal cues are continuous.
4. Nonverbal cues are more reliable.
5. Nonverbal cues are culture bound.
6. Nonverbal behavior always has communicative value.