Communication Theories and Models - Coursework Example

Communication Theories and Models Name: Tutor: Course: Date: Introduction The aim of this essay is to identify and discuss communication model and theories. It also cites a case that applied a revised communication strategy. Audiences have been blamed for not accepting messages but in reality it is the channel, encoding process or the sender that was incorrectly applied. Communication reaches a deadlock if lacking feedback since the receiver cannot be established if he or she received the message (Watzlawick et al. 2007:68). Communication models as perceived by Kinnevay are a representation earlier brought out by Aristotle in the model of proof. Pathos is inherent to audience, ethos to the speaker and logos to message itself and content. On the contrary, their models accounts remain two-dimensional hence cannot account for multiple dimension of typical communication event. This also involves multiple messages and broader context. Communication Models and Theories There is no closure, pure redundancy and break in action. In all the communicative experience, is non-repeatable and a product of learned events developing into social meaning and self-consistency. However, Watzlawick et al. (2007:64) argued that communication starts with persons selectively responding to their immediate physical surroundings and does not begin when one person starts to talk. They learn that the model accounts for sensory field, feedback, non-binary interactions and different modes. Chapanis (2001:117) learns that communication is additive, continuous and accumulative where the current forces at work are derived from previous occurrences. He notes that there is no break in action and that all the experience contributes to the shape of the moment unraveling. According to Barnlund (2008:88), communication functions simultaneously at four levels of analysis. They identified intrapersonal process, interpersonal, group interaction and cultural level. In addition, they learned that each activity levels have communicative functions such as evaluating, sending, receiving and channeling. The model was seen as focusing more on actual determinants of the process and less on structural attributes message, communication source and receiver. Holographic model by Deutsch (2002:371) objects to the analytical approach is dissected by the elements of communication. He argues that the knowledge arises in seeing the whole in each part but not the parts in the whole hence providing a boundary less event. Fractal communication allows for conceptualization of communication event in infinite density. Lackman (2000:122) also applied the fractal theory in chaos management and found that there is a pattern of complexity in natural systems and that they may not be captured in any formula and profoundly complex. She established that the initial conditions limit the outcome of systems given that the communication model draws from chaos theory and fractals that respond to initial condition variation and reflecting on this complexity. There are common barriers to communication which can be overcome by effective design and delivery of messages, relating common experience between source and destination and offering a way of meeting personality needs. Gerbner (2006:185) added the context of relationship and how it affects communication between person X and Y. He argues that the social environment influences the frame of reference between communications X and Y. Sereno & Mortensen (2000:127) learns that artificial censorship, limitation of social contact, media gatekeepers and shrinking of new holes are some of the barriers to effective communication. This is also coupled by little time to pay attention. For example, Hawthorne effect objects that there is no need to always use words in communicating. She gave instances where a company that does not afford raises can refresh and repaint the workplace. This is seen to increase employee productivity. Diffusion theory compliments interpersonal communication as it assists in accomplishing major changes. Sereno & Mortensen (2000:127) also argue that the channels of interpersonal communication are very effective such as word-of-mouth. This happens in instances where a target audience is required to talk about the information obtained by reading the papers or seen in television. Communication cycle would then be complete after the awareness phase, interest, evaluation, trial and later adoption. The Systemic Model of communication provides that communication is not thought by individuals under own autonomous power but as people interacting through messages (McGuire, 2001:83). Hence, the minimum measurement unit ties respective parties into indivisible and coherent whole. Effective Communication strategies One to one model of communication has time for the individual and opportunity to voice clear opinions without external influence. However, it is open to manipulation, time consuming and only leaders getting the overall picture. Cascade model reaches more staff and makes middle managers feel involved. However, some people may not hear messages which can become incorrect, forgotten or diluted. Round the table management led consensus is open to communication channels, similar uptake of information by everyone and opportunity to get others opinions (McGuire, 2001:72). In a group decision, the round table consensus also applies like that led by consensus but has no potential outcomes, control of group activities and leaders keeping the communication focused. Revised communication strategies and Implementation While working for the Caribbean Regional Fisheries Mechanism (CRFM), I established that there was need to review and reconsider its communication strategy. CRFM was launched in 2003 as a way of facilitating and promoting utility of aquatic resources and regions fisheries. The earlier strategy did not have a clear communication strategy and plan for the CRFM. I became involved in review and finalization involved a new focus on the ICT component. There was an obvious need to make a re-assessment of key communication strategy to target audience and set communication objectives for everyone (Watzlawick et al. 2007:64). It is possible to achieve formats and the most effective means. This also involved creation, updating and expanding their website so as to agree with the strategy and support the relevant training and manuals. The existing communication strategy held own elements, logic and proposal to be validated by CRFM. The revision of the strategy involved an intermediary validation process held 10 years later. The focus was the development of the ICT component as the communication strategy. This was to be a stand-alone document or merged to the current draft communication strategy. An alternative was development of an action plan and an ICT communication strategy document without upgrading the existing strategy (Lackman, 2000:120). The revised communication strategy facilitated the ICT component action plan being integrated to fit available resources and CRFM capacity. It also indicated an effective and sustainable way of implementing the communication strategy by utilizing the ICT tools (Lackman, 2000:121; Watzlawick et al. 2007:68). The review of the website shortcomings allowed for troubleshooting of indexes enabling user tagging and publication. A support was enabled by creation of libraries and databases for adoption and better use of training materials. It also established a section for Frequently Asked Questions (FQA) for common problems to receive useful solutions. The newsletters were regularly published and send to a number of stakeholders about the scientific committee meetings and annual forums. Different stakeholders were provided with news and regular updates (Watzlawick et al. 2007:68). CRFM stakeholders could exchange information during face-to-face meetings as the communication and information flow was centralized and not directed to each other (Kaplan, 2004:89). The revised strategy enabled better and more horizontal or peer-to-peer collaboration and communication. E-mail was the main way of stakeholder collaboration though some stakeholders found it difficult to work on documents that had multiple integrated comments. The means of information dissemination preferred was by use of thematic mailing lists since stakeholders could not systematically use video or audio conferencing tools. People are used to face-to-face contact which is rather an expensive collaborative practice (Gerbner, 2006:178). The website was also a central point of information exchange targeting multiple stakeholder categories and communication targets. The various needs were differentiated based on data, formats and types of information (McGuire, 2001:63). The format complexity and variety of targeted audiences enabled efficient information exchange and difficulty in communicating the current available platform. Benefits of Revised communication strategy The assessment of information exchange in the region allowed for discrete communication targets, collaboration and communication between stakeholders and communication flow. A number of professionals in fisheries as well as general public were able to use diverse online social networks. Instead of visiting the website, a significant part of information exchange and search occurs inside the social networking platforms (Chapanis, 2001:119). The readers and traffic quickly adapts to information exchange activity through information and social network information management. The ICT component also enables production of documents and reports of greater value and significance to stakeholders (Barret, 2002: 225). Conclusion The essay has obtained that the applied information communication formats and tools are adequate to reach targeted audiences. Teams work on providing clear indication to value and quality to prospective readers (Gerbner, 2006:193). The strategy also enables profiling users according to function and role. This affects data sharing, dissemination of materials and information based on respect for formats, right of use and intellectual property. The planning and implementation part requires assessment of potential ICT tools, needs assessment on current usage of ICT and review of the existing communication strategy to facilitate implementation. Reference list Barnlund, D C 2008, Interpersonal Communication: Survey and Studies. Boston: Houghton Mifflin. pp 88. Barret, D 2002, Change Communications: Using strategic employee communication to facilitate major change. Corporate communications: An International Journal, 7(4), 219-231. pp 225. Chapanis, A 2001, Men, Machines, and Models, American Psychologist, 16:113-131. pp117. Deutsch, K 2002, On Communication Models in the Social Sciences, Public Opinion Quarterly, 16:356-380. Pp 371. Gerbner, G 2006, Toward a General Model of Communication, Audio-Visual Communication Review, 4:171-199. Pp 185 & 193. Kaplan, A 2004, The Conduct of Inquiry: Methodology for Behavioral Science. San Francisco: Chandler, 1964. pp89. Lackman, R 2000, The Model in Theory Construction, Psychological Review, 67:113-129. pp 121. McGuire W 2001, Theoretical Foundations of Campaigns. In Ronald Rice and William Paisley (eds.), Public Communication Campaigns, Sage. pp 63, 72 & 83. Sereno, K K & Mortensen, C D 2000, Foundations of Communication Theory. New York: Harper & Row. pp 127. Watzlawick, P Beavin, J & Jackson, D 2007, Pragmatics of Human Communication. New York: Norton.pp 64 & 68. Read More