COMMUNICATION AND SOCIETY

THE PIVOTAL ROLE OF COMMUNICATION IN THE CREATION

AND CONTINUANCE OF SOCIETY IS OFTEN NOT FULLY
COMPREHENDED.

ALL SOCIOLOGIST AGREE THAT COMMUNICATION HAS
PLAYED A CENTRAL ROLE IN THE CREATION AND
DEVELOPMENT OF SOCIETY.

ACCORDING TO SCHRAMM, COMMUNICATION IS THE TOOL
THAT MAKES HUMAN SOCIETIES POSSIBLE.

ACCORDING TO SEASHORE, WITHOUT COMMUNICATION
THERE CAN BE NO SUSTAINED SOCIAL LIFE.

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COMMUNICATION AND SOCIETY
ACCORDING TO COLIN CHERRY:

COMMUNICATION RENDERES TRUE SOCIAL LIFE
PRACTICABLE FOR COMMUNICATION MEANS
ORGGANIZATION. COMMUNICATION HAS ENABLED SOCIAL
UNITS TO GROW FROM, VILLAGE TO TOWN, TO THE
MODERN STATE, UNTIL TODAY WE SEE ORGANIZED
SYSTEMS OF MUTUAL DEPENDENCE GROWN TO COVER
THE WHOLE WORLD.
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COMMUNICATION EVENTS AND SOCIAL
DEVELOPMENT
FIVE MAJOR COMMUNICATION DEVELOPMENTS HAVE
MARKED A QUANTUM LEAP IN MANS ABILITY TO
COMMUNICATE AND HAVE LED TO SIGNIFICANT SHIFTS IN THE
EVOLUTION OF SOCIAL STRUCTURE AND PROCESSES.

SPOKEN LANGUAGE
WRITTEN LANGUAGE
PRINTING
TELECOMMUNICATIONS
COMPUTERS
SATTELITE COMMUNICATION
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HOW DID SOCIETY DEVELOP
The development of society is attributed to
the following factors :
Proximity
Need Interdependence
Specialization
Barter

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SOCIAL EXCHANGE THEORY
Humans are profit maximizers, we are rational calculators of
costs and rewards

Humans engage in behaviors that will maximize rewards and
minimize costs

Social Relationships are exchanges of valued resources

We tend to stay in relationships where the exchange is fair and
rewarding while tending to avoid / leave relationships where
exchange is viewed as unbalanced / unrewarding
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EXCHANGE THEORY

The theory involves the rewards
exchanged and cost incurred when
people interact. All individual aim at
positive outcomes through
maximization of rewards.
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ELEMENTS OF EXCHANGE
REWARD

Positive payment or reinforcement which provides satisfaction.

COSTS

The opposite of rewards

OUTCOMES

Rewards minus costs

Positive
Negative
Neutral
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COMMUNICATION
IS A
PROCESS
OF
INFLUENCE
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COMMUNICATION & MANAGEMENT
Communication is organization and communication is
management.

(AMA)

To be a manager is to be a communicator

(Morris E. Massey)
To manage is to communicate
(B. Lau)

Management is communication
(Carl Durrer)
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DEFINITION OF COMMUNICATION
Communication includes all those processes by which
people influence one another.



Communication occurs whenever an individual assigns
significance or meaning to an internal or external
stimulus.


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MEASUREMENT OF COMMUNICATION
Like any other social process communication can be measured. The main
measures of communication are:

Effectiveness:
The index of goal achievement
The effectiveness formula: Comm. Result/Comm. Target = 1

Efficiency:
The index of source utilization
The efficiency formula : Output / Input = 1

Goodness:
The index of Sociological acceptability of communication has
assumed great significance in modern society.

Great Communication
Effectiveness + Efficiency + Goodness
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Channel
THE COMMUNICATION MODEL
Interference
Channel
Communicative
Stimuli
Interference
Communicative
Stimuli
Sender
Receiver
Filters Filters
Sender
Receiver
Input Input
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PERCEPTUAL FILTERS
Perception is not a passive process. It is an active
mental in which stimuli are selected, received,
understood and acted upon.

We have two kinds of filters:

Physical Filters: The capacities and limitations of our
senses, organs to perceive.

Psychological Filters: Our mental sets (attitudes,
beliefs, values, expectations and needs)
subconsciously and un-consciously influence what we
perceive and how we understand it.
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TYPES OF COMMUNICATION STIMULI
VERBAL
Unintentional
NONVERBAL
Unintentional
Intentional
Intentional
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NON VERBAL COMMUNICATION
WE MEAN ALL COMMUNICATION THAT INVOLVES
NEITHER WRITTEN NOR SPOKEN WORD BUT
OCCURS WITHOUT THE USE OF WORDS.

IN NON VERBAL COMMUNICATION WE ARE
CONCERNED WITH SUCH THINGS AS BODY
MOVEMENTS, SPACE, TIME, VOICE/RHYTHM
INFLECTION AS WELL AS GENERAL
CHARACTERISTICS OF THE ENVIRONMENT.

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NON VERBAL INCLUDES
KINESICS(HAPTICS)
FACIAL EXPRESSIONS
SILENCE
EYES
VOICE(PARALANGUAGE)
TOUCHING
BODY LANGUAGE
PROXEMICS
LANGUAGE OF OBJECTS
TIME LANGUAGE
ACTIONS
PHYSICAL CONTEXT

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CHANNELS OF COMMUNICATION
The Human Senses are the Channels of Communication. Traditionally we
recognize (5) Five Senses, Sight, Hearing, Touch, Taste, and Smell. However now
research has proven that Human use 12 Senses to gain information of their
environment. Amongst the Channels of Communication sight has the largest
capacity.

Within each channel three are mediums available to transmit communicative stimuli
e.g. in the channel of sight we have TV, Pictures, Diagrams, Models, Colours,
Signs etc. as mediums.

Some mediums are multi-channels like TV, Movies, Drama etc. use both the
channel of sight and sound.
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1.Communication strategy
2.Communication habits
3.Listening skills
4.Assertiveness
5.Style of feedbacks
6.Transactional Analysis
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COMMUNICATION STRATEGY
People have a consistent yet seldom expressed or
consciously examined strategy of communicating with
others in society.

The two basic strategies are:

Confirmatory
To affirm and enhance the self concept of another
while communicating.

Dis-Confirmatory
To negate and diminish the self concept of another
while communicating.

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HABITS OF COMMUNICATION
ACCURATE

INACCURATE
Additive
Subtractive
Distortive

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LISTENING
The
total physical
and psychological
process of receiving
informational inputs from others
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PURPOSES
TO LEARN

FORM RELATIONSHIPS

TO INFLUENCE

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PROCESS OF LISTENING
1. RECEIVING
Verbal and nonverbal
Focus your attention
Decrease interferences
Stop cooking arguments
2. UNDERSTANDING
Expressed thoughts
Tone
Relate with your frame of references
Ask questions
Paraphrase
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PROCESS OF LISTENING
3. REMEMBERING
Memory reconstructs
Central idea
In your own words
4.EVALUTING
Without much conscious effort
Critical analysis
5. RESPONDING FEEDBACK
During = back channel cues
After the speaker is finished
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LISTENING STYLE
POSITIVE

Active

Empathetic
NEGATIVE

Emotive

Defensive

Judgmental
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CONSTRAINTS TO GOOD LISTENING
Environmental Constraints
Inter-organizational constraints
Social Climate
Senders Ability to Send Information
Receivers Ability to Listen
Receivers Motivation to Listen
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Assertiveness
Being assertive means to speak or
stand up for yourself or others without
diminishing someone elses rights.
Assertiveness means to state or affirm
positively, assuredly, plainly, or
strongly.
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Being Assertive Is a Valuable Skill! In A World
where People :
Dont Listen To You,
Listen, But Dont Understand,
Or Understand, But Dont Respond
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ASSERTION Vs AGGRESSION
Aggression often encompasses
manipulation. Aggressive people use anger,
guilt, and reproaches to get their way.
Assertiveness means to speak or stand up
for yourself or others without diminishing
someone elses rights.
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Guidelines for Asserting yourself
Respect the position and feelings of
the other parties involved
Remain in balance
Proceed with malice toward none
Make a time check
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A Life Script
An ongoing programme, developed in early
childhood under parental influence, which
directs the individuals behavior in the most
important aspects of his / her life.

(Eric Berne)
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ELEMENTS OF TA
STROKING
LIFE SCRIPTS
LIFE POSITIONS
TRANSACTIONS
GAMES
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A Life Script
An ongoing program, developed in early
childhood under parental influence, which
directs the individuals behavior in the most
important aspects of his / her life.

(Eric Berne)
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L
i
f
e

P
o
s
i
t
i
o
n
s

Transactional Analysis
Attitude towards
Self Others
Im OK

Im Not OK

Im Not OK

Im OK
You are Not OK

You are OK

You are Not OK

You are OK
Mental State
Arrogance

Submissive

Pessimistic

Hope
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G A M E S
Games are transactions with ulterior
motives. People use games when they
feel the need to enact a script or they feel
that a straight transaction will not yield
positive results / payoffs.
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TYPES OF GAMES

PLAYFUL GAMES
NON-SERIOUS GAMES
SERIOUS GAMES
LIFE AND DEATH GAMES-

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STYLES OF FEEDBACK
JUDGMENTAL
TEACHING
REASSURANCE
COMPREHENDING
EXPLORING
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THE COMMUNICATION FLOWS
IN ORGANIZATIONS
Up
Down
Across
In
Out
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Management
Technical
Accounting
Sales
Contracts
Facilities
Personnel
Manufacturing
Advertising
GOVERNMENT
FINANCE
PUBLIC
CUSTOMERS
VENDORS
INDUSTRY
Typical Information Flow in Large Organizations
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INSTRUMENTS OF FEEDBACK IN
ORGANIZATIONS
Messages
Memos
Reporting
Meetings
Listening Posts
Grapevine
Opinion surveys
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