Chapter 1 Introduction to Communication Studies

From Aristotle to Obama: A Brief History of Communication

While there are rich areas of study in animal communication and interspecies communication, our focus in this book is on human communication. Even though all animals communicate, as human beings we have a special capacity to use symbols to communicate about things outside our immediate temporal and spatial reality.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 43. For example, we have the capacity to use abstract symbols, like the word education, to discuss a concept that encapsulates many aspects of teaching and learning. We can also reflect on the past and imagine our future. The ability to think outside our immediate reality is what allows us to create elaborate belief systems, art, philosophy, and academic theories. It’s true that you can teach a gorilla to sign words like food and baby, but its ability to use symbols doesn’t extend to the same level of abstraction as ours. However, humans haven’t always had the sophisticated communication systems that we do today.

Some scholars speculate that humans’ first words were onomatopoetic. You may remember from your English classes that onomatopoeia refers to words that sound like that to which they refer—words like boing, drip, gurgle, swoosh, and whack. Just think about how a prehistoric human could have communicated a lot using these words and hand gestures. He or she could use gurgle to alert others to the presence of water or swoosh and whack to recount what happened on a hunt. In any case, this primitive ability to communicate provided an evolutionary advantage. Those humans who could talk were able to cooperate, share information, make better tools, impress mates, or warn others of danger, which led them to have more offspring who were also more predisposed to communicate.Marshall T. Poe, A History of Communications: Media and Society from the Evolution of Speech to the Internet (New York, NY: Cambridge University Press, 2011), 27. This eventually led to the development of a “Talking Culture” during the “Talking Era.” During this 150,000 year period of human existence, ranging from 180,000 BCE to 3500 BCE, talking was the only medium of communication, aside from gestures, that humans had.Marshall T. Poe, A History of Communications: Media and Society from the Evolution of Speech to the Internet (New York, NY: Cambridge University Press, 2011), 36.

The beginning of the “Manuscript Era,” around 3500 BCE, marked the turn from oral to written culture. This evolution in communication corresponded with a shift to a more settled, agrarian way of life.Marshall T. Poe, A History of Communications: Media and Society from the Evolution of Speech to the Internet (New York, NY: Cambridge University Press, 2011), 61–73. As hunter-gatherers settled into small villages and began to plan ahead for how to plant, store, protect, and trade or sell their food, they needed accounting systems to keep track of their materials and record transactions. While such transactions were initially tracked with actual objects that symbolized an amount—for example, five pebbles represented five measures of grain—symbols, likely carved into clay, later served as the primary method of record keeping. In this case, five dots might equal five measures of grain.

During this period, villages also developed class systems as more successful farmers turned businessmen prospered and took leadership positions. Religion also became more complex, and a new class of spiritual leaders emerged. Soon, armies were needed to protect the stockpiled resources from others who might want to steal it. The emergence of elite classes and the rise of armies required records and bookkeeping, which furthered the spread of written symbols. As clergy, the ruling elite, and philosophers began to take up writing, the systems became more complex. The turn to writing didn’t threaten the influential place of oral communication, however. During the near 5,000-year period of the “Manuscript Era,” literacy, or the ability to read and write, didn’t spread far beyond the most privileged in society. In fact, it wasn’t until the 1800s that widespread literacy existed in the world.

The end of the “Manuscript Era” marked a shift toward a rapid increase in communication technologies. The “Print Era” extended from 1450 to 1850 and was marked by the invention of the printing press and the ability to mass-produce written texts. This 400-year period gave way to the “Audiovisual Era,” which only lasted 140 years, from 1850 to 1990, and was marked by the invention of radio, telegraph, telephone, and television. Our current period, the “Internet Era,” has only lasted from 1990 until the present. This period has featured the most rapid dispersion of a new method of communication, as the spread of the Internet and the expansion of digital and personal media signaled the beginning of the digital age.

The evolution of communication media, from speaking to digital technology, has also influenced the field of communication studies. To better understand how this field of study developed, we must return to the “Manuscript Era,” which saw the production of the earliest writings about communication. In fact, the oldest essay and book ever found were written about communication.James C. McCroskey, “Communication Competence: The Elusive Construct,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 260. Although this essay and book predate Aristotle, he is a logical person to start with when tracing the development of the communication scholarship. His writings on communication, although not the oldest, are the most complete and systematic. Ancient Greek philosophers and scholars such as Aristotle theorized about the art of rhetoricThe art of speaking well and persuasively., which refers to speaking well and persuasively. Today, we hear the word rhetoric used in negative ways. A politician, for example, may write off his or her opponent’s statements as “just rhetoric.” This leads us to believe that rhetoric refers to misleading, false, or unethical communication, which is not at all in keeping with the usage of the word by ancient or contemporary communication experts. While rhetoric does refer primarily to persuasive communication messages, much of the writing and teaching about rhetoric conveys the importance of being an ethical rhetor, or communicator. So when a communicator, such as a politician, speaks in misleading, vague, or dishonest ways, he or she isn’t using rhetoric; he or she is being an unethical speaker.

The study of rhetoric focused on public communication, primarily oratory used in discussions or debates regarding laws and policy, speeches delivered in courts, and speeches intended to praise or blame another person. The connections among rhetoric, policy making, and legal proceedings show that communication and citizenship have been connected since the study of communication began. Throughout this book, we will continue to make connections between communication, ethics, and civic engagement.

Much of the public speaking in ancient Greece took place in courtrooms or in political contexts.

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Ancient Greek rhetoricians like Aristotle were followed by Roman orators like Cicero. Cicero contributed to the field of rhetoric by expanding theories regarding the five canons of rhetoric, which include invention, arrangement, style, delivery, and memory. Invention refers to the use of evidence and arguments to think about things in new ways and is the most studied of the five canons. Arrangement refers to the organization of speech, style refers to the use of language, and delivery refers to the vocal and physical characteristics of a speaker. Memory is the least studied of the five canons and refers to the techniques employed by speakers of that era to retain and then repeat large amounts of information. The Age of Enlightenment in the 1700s marked a societal turn toward scientific discovery and the acquisition of knowledge, which led to an explosion of philosophical and scientific writings on many aspects of human existence. This focus on academic development continued into the 1900s and the establishment of distinct communication studies departments.

Communication studies as a distinct academic discipline with departments at universities and colleges has only existed for a little over one hundred years.William Keith, “On the Origins of Speech as a Discipline: James A. Winans and Public Speaking as Practical Democracy,” Rhetoric Society Quarterly 38, no. 3 (2008): 239–58. Although rhetoric has long been a key part of higher education, and colleges and universities have long recognized the importance of speaking, communication departments did not exist. In the early 1900s, professors with training and expertise in communication were often housed in rhetoric or English departments and were sometimes called “professors of speech.” During this time, tension began to build between professors of English who studied rhetoric as the written word and professors of speech who studied rhetoric as the spoken word. In 1914, a group of ten speech teachers who were members of the National Council of Teachers of English broke off from the organization and started the National Association of Academic Teachers of Public Speaking, which eventually evolved into today’s National Communication Association. There was also a distinction of focus and interest among professors of speech. While some focused on the quality of ideas, arguments, and organization, others focused on coaching the performance and delivery aspects of public speaking.William Keith, “On the Origins of Speech as a Discipline: James A. Winans and Public Speaking as Practical Democracy,” Rhetoric Society Quarterly 38, no. 3 (2008): 240. Instruction in the latter stressed the importance of “oratory” or “elocution,” and this interest in reading and speaking aloud is sustained today in theatre and performance studies and also in oral interpretation classes, which are still taught in many communication departments.

The formalization of speech departments led to an expanded view of the role of communication. Even though Aristotle and other ancient rhetoricians and philosophers had theorized the connection between rhetoric and citizenship, the role of the communicator became the focus instead of solely focusing on the message. James A. Winans, one of the first modern speech teachers and an advocate for teaching communication in higher education, said there were “two motives for learning to speak. Increasing one’s chance to succeed and increasing one’s power to serve.”William Keith, “On the Origins of Speech as a Discipline: James A. Winans and Public Speaking as Practical Democracy,” Rhetoric Society Quarterly 38, no. 3 (2008): 253. Later, as social psychology began to expand in academic institutions, speech communication scholars saw places for connection to further expand definitions of communication to include social and psychological contexts.

Today, you can find elements of all these various aspects of communication being studied in communication departments. If we use President Obama as a case study, we can see the breadth of the communication field. Within one department, you may have fairly traditional rhetoricians who study the speeches of President Obama in comparison with other presidential rhetoric. Others may study debates between presidential candidates, dissecting the rhetorical strategies used, for example, by Mitt Romney and Barack Obama. Expanding from messages to channels of communication, scholars may study how different media outlets cover presidential politics. At an interpersonal level, scholars may study what sorts of conflicts emerge within families that have liberal and conservative individuals. At a cultural level, communication scholars could study how the election of an African American president creates a narrative of postracial politics. Our tour from Aristotle to Obama was quick, but hopefully instructive. Now let’s turn to a discussion of the five major forms of communication.

Forms of Communication

Forms of communication vary in terms of participants, channels used, and contexts. The five main forms of communication, all of which will be explored in much more detail in this book, are intrapersonal, interpersonal, group, public, and mass communication. This book is designed to introduce you to all these forms of communication. If you find one of these forms particularly interesting, you may be able to take additional courses that focus specifically on it. You may even be able to devise a course of study around one of these forms as a communication major. In the following we will discuss the similarities and differences among each form of communication, including its definition, level of intentionality, goals, and contexts.

Intrapersonal Communication

Intrapersonal communicationCommunication with oneself using internal vocalization or reflective thinking. is communication with oneself using internal vocalization or reflective thinking. Like other forms of communication, intrapersonal communication is triggered by some internal or external stimulus. We may, for example, communicate with our self about what we want to eat due to the internal stimulus of hunger, or we may react intrapersonally to an event we witness. Unlike other forms of communication, intrapersonal communication takes place only inside our heads. The other forms of communication must be perceived by someone else to count as communication. So what is the point of intrapersonal communication if no one else even sees it?

Intrapersonal communication is communication with ourselves that takes place in our heads.

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Intrapersonal communication serves several social functions. Internal vocalization, or talking to ourselves, can help us achieve or maintain social adjustment.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 51. For example, a person may use self-talk to calm himself down in a stressful situation, or a shy person may remind herself to smile during a social event. Intrapersonal communication also helps build and maintain our self-concept. We form an understanding of who we are based on how other people communicate with us and how we process that communication intrapersonally. The shy person in the earlier example probably internalized shyness as a part of her self-concept because other people associated her communication behaviors with shyness and may have even labeled her “shy” before she had a firm grasp on what that meant. We will discuss self-concept much more in Chapter 2 "Communication and Perception", which focuses on perception. We also use intrapersonal communication or “self-talk” to let off steam, process emotions, think through something, or rehearse what we plan to say or do in the future. As with the other forms of communication, competent intrapersonal communication helps facilitate social interaction and can enhance our well-being. Conversely, the breakdown in the ability of a person to intrapersonally communicate is associated with mental illness.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 55.

Sometimes we intrapersonally communicate for the fun of it. I’m sure we have all had the experience of laughing aloud because we thought of something funny. We also communicate intrapersonally to pass time. I bet there is a lot of intrapersonal communication going on in waiting rooms all over the world right now. In both of these cases, intrapersonal communication is usually unplanned and doesn’t include a clearly defined goal.Frank E. X. Dance and Carl E. Larson, Speech Communication: Concepts and Behaviors (New York, NY: Holt, Reinhart, and Winston, 1972), 28. We can, however, engage in more intentional intrapersonal communication. In fact, deliberate self-reflection can help us become more competent communicators as we become more mindful of our own behaviors. For example, your internal voice may praise or scold you based on a thought or action.

Of the forms of communication, intrapersonal communication has received the least amount of formal study. It is rare to find courses devoted to the topic, and it is generally separated from the remaining four types of communication. The main distinction is that intrapersonal communication is not created with the intention that another person will perceive it. In all the other levels, the fact that the communicator anticipates consumption of their message is very important.

Group Communication

Group communicationCommunication among three or more people interacting to achieve a shared goal. is communication among three or more people interacting to achieve a shared goal. You have likely worked in groups in high school and college, and if you’re like most students, you didn’t enjoy it. Even though it can be frustrating, group work in an academic setting provides useful experience and preparation for group work in professional settings. Organizations have been moving toward more team-based work models, and whether we like it or not, groups are an integral part of people’s lives. Therefore the study of group communication is valuable in many contexts.

Since many businesses and organizations are embracing team models, learning about group communication can help these groups be more effective.

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Group communication is more intentional and formal than interpersonal communication. Unlike interpersonal relationships, which are voluntary, individuals in a group are often assigned to their position within a group. Additionally, group communication is often task focused, meaning that members of the group work together for an explicit purpose or goal that affects each member of the group. Goal-oriented communication in interpersonal interactions usually relates to one person; for example, I may ask my friend to help me move this weekend. Goal-oriented communication at the group level usually focuses on a task assigned to the whole group; for example, a group of people may be tasked to figure out a plan for moving a business from one office to another.

You know from previous experience working in groups that having more communicators usually leads to more complicated interactions. Some of the challenges of group communication relate to task-oriented interactions, such as deciding who will complete each part of a larger project. But many challenges stem from interpersonal conflict or misunderstandings among group members. Since group members also communicate with and relate to each other interpersonally and may have preexisting relationships or develop them during the course of group interaction, elements of interpersonal communication occur within group communication too. Chapter 13 "Small Group Communication" and Chapter 14 "Leadership, Roles, and Problem Solving in Groups" of this book, which deal with group communication, will help you learn how to be a more effective group communicator by learning about group theories and processes as well as the various roles that contribute to and detract from the functioning of a group.

Mass Communication

Public communication becomes mass communicationCommunication in which messages are transmitted to many people through print or electronic media. when it is transmitted to many people through print or electronic media. Print media such as newspapers and magazines continue to be an important channel for mass communication, although they have suffered much in the past decade due in part to the rise of electronic media. Television, websites, blogs, and social media are mass communication channels that you probably engage with regularly. Radio, podcasts, and books are other examples of mass media. The technology required to send mass communication messages distinguishes it from the other forms of communication. A certain amount of intentionality goes into transmitting a mass communication message since it usually requires one or more extra steps to convey the message. This may involve pressing “Enter” to send a Facebook message or involve an entire crew of camera people, sound engineers, and production assistants to produce a television show. Even though the messages must be intentionally transmitted through technology, the intentionality and goals of the person actually creating the message, such as the writer, television host, or talk show guest, vary greatly. The president’s State of the Union address is a mass communication message that is very formal, goal oriented, and intentional, but a president’s verbal gaffe during a news interview is not.

Technological advances such as the printing press, television, and the more recent digital revolution have made mass communication a prominent feature of our daily lives.

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Mass communication differs from other forms of communication in terms of the personal connection between participants. Even though creating the illusion of a personal connection is often a goal of those who create mass communication messages, the relational aspect of interpersonal and group communication isn’t inherent within this form of communication. Unlike interpersonal, group, and public communication, there is no immediate verbal and nonverbal feedback loop in mass communication. Of course you could write a letter to the editor of a newspaper or send an e-mail to a television or radio broadcaster in response to a story, but the immediate feedback available in face-to-face interactions is not present. With new media technologies like Twitter, blogs, and Facebook, feedback is becoming more immediate. Individuals can now tweet directly “at” (@) someone and use hashtags (#) to direct feedback to mass communication sources. Many radio and television hosts and news organizations specifically invite feedback from viewers/listeners via social media and may even share the feedback on the air.

The technology to mass-produce and distribute communication messages brings with it the power for one voice or a series of voices to reach and affect many people. This power makes mass communication different from the other levels of communication. While there is potential for unethical communication at all the other levels, the potential consequences of unethical mass communication are important to consider. Communication scholars who focus on mass communication and media often take a critical approach in order to examine how media shapes our culture and who is included and excluded in various mediated messages. We will discuss the intersection of media and communication more in Chapter 15 "Media, Technology, and Communication" and Chapter 16 "New Media and Communication".

“Getting Real”

What Can You Do with a Degree in Communication Studies?

You’re hopefully already beginning to see that communication studies is a diverse and vibrant field of study. The multiple subfields and concentrations within the field allow for exciting opportunities for study in academic contexts but can create confusion and uncertainty when a person considers what they might do for their career after studying communication. It’s important to remember that not every college or university will have courses or concentrations in all the areas discussed next. Look at the communication courses offered at your school to get an idea of where the communication department on your campus fits into the overall field of study. Some departments are more general, offering students a range of courses to provide a well-rounded understanding of communication. Many departments offer concentrations or specializations within the major such as public relations, rhetoric, interpersonal communication, electronic media production, corporate communication. If you are at a community college and plan on transferring to another school, your choice of school may be determined by the course offerings in the department and expertise of the school’s communication faculty. It would be unfortunate for a student interested in public relations to end up in a department that focuses more on rhetoric or broadcasting, so doing your research ahead of time is key.

Since communication studies is a broad field, many students strategically choose a concentration and/or a minor that will give them an advantage in the job market. Specialization can definitely be an advantage, but don’t forget about the general skills you gain as a communication major. This book, for example, should help you build communication competence and skills in interpersonal communication, intercultural communication, group communication, and public speaking, among others. You can also use your school’s career services office to help you learn how to “sell” yourself as a communication major and how to translate what you’ve learned in your classes into useful information to include on your resume or in a job interview.

The main career areas that communication majors go into are business, public relations / advertising, media, nonprofit, government/law, and education.What Can I Do with This Major? “Communication Studies,” accessed May 18, 2012, http://whatcanidowiththismajor.com/major/communication-studies. Within each of these areas there are multiple career paths, potential employers, and useful strategies for success. For more detailed information, visit http://whatcanidowiththismajor.com/major/communication-studies.

• Business. Sales, customer service, management, real estate, human resources, training and development.
• Public relations / advertising. Public relations, advertising/marketing, public opinion research, development, event coordination.
• Media. Editing, copywriting, publishing, producing, directing, media sales, broadcasting.
• Nonprofit. Administration, grant writing, fund-raising, public relations, volunteer coordination.
• Government/law. City or town management, community affairs, lobbying, conflict negotiation / mediation.
• Education. High school speech teacher, forensics/debate coach, administration and student support services, graduate school to further communication study.

1. Which of the areas listed above are you most interested in studying in school or pursuing as a career? Why?
2. What aspect(s) of communication studies does/do the department at your school specialize in? What concentrations/courses are offered?
3. Whether or not you are or plan to become a communication major, how do you think you could use what you have learned and will learn in this class to “sell” yourself on the job market?

Key Takeaways

• Getting integrated: Communication is a broad field that draws from many academic disciplines. This interdisciplinary perspective provides useful training and experience for students that can translate into many career fields.
• Communication is the process of generating meaning by sending and receiving symbolic cues that are influenced by multiple contexts.
• Ancient Greeks like Aristotle and Plato started a rich tradition of the study of rhetoric in the Western world more than two thousand years ago. Communication did not become a distinct field of study with academic departments until the 1900s, but it is now a thriving discipline with many subfields of study.

• There are five forms of communication: intrapersonal, interpersonal, group, public, and mass communication.

  • Intrapersonal communication is communication with oneself and occurs only inside our heads.
  • Interpersonal communication is communication between people whose lives mutually influence one another and typically occurs in dyads, which means in pairs.
  • Group communication occurs when three or more people communicate to achieve a shared goal.
  • Public communication is sender focused and typically occurs when one person conveys information to an audience.
  • Mass communication occurs when messages are sent to large audiences using print or electronic media.

Exercises

1. Getting integrated: Review the section on the history of communication. Have you learned any of this history or heard of any of these historical figures in previous classes? If so, how was this history relevant to what you were studying in that class?
2. Come up with your own definition of communication. How does it differ from the definition in the book? Why did you choose to define communication the way you did?
3. Over the course of a day, keep track of the forms of communication that you use. Make a pie chart of how much time you think you spend, on an average day, engaging in each form of communication (intrapersonal, interpersonal, group, public, and mass).

Transmission Model of Communication

The transmission model of communicationDescribes communication as a linear, one-way process in which a sender intentionally transmits a message to a receiver. describes communication as a linear, one-way process in which a sender intentionally transmits a message to a receiver.Richard Ellis and Ann McClintock, You Take My Meaning: Theory into Practice in Human Communication (London: Edward Arnold, 1990), 71. This model focuses on the sender and message within a communication encounter. Although the receiver is included in the model, this role is viewed as more of a target or end point rather than part of an ongoing process. We are left to presume that the receiver either successfully receives and understands the message or does not. The scholars who designed this model extended on a linear model proposed by Aristotle centuries before that included a speaker, message, and hearer. They were also influenced by the advent and spread of new communication technologies of the time such as telegraphy and radio, and you can probably see these technical influences within the model.Claude Shannon and Warren Weaver, The Mathematical Theory of Communication (Urbana, IL: University of Illinois Press, 1949), 16. Think of how a radio message is sent from a person in the radio studio to you listening in your car. The sender is the radio announcer who encodes a verbal message that is transmitted by a radio tower through electromagnetic waves (the channel) and eventually reaches your (the receiver’s) ears via an antenna and speakers in order to be decoded. The radio announcer doesn’t really know if you receive his or her message or not, but if the equipment is working and the channel is free of static, then there is a good chance that the message was successfully received.

Figure 1.1 The Transmission Model of Communication

Since this model is sender and message focused, responsibility is put on the sender to help ensure the message is successfully conveyed. This model emphasizes clarity and effectiveness, but it also acknowledges that there are barriers to effective communication. NoiseAnything that interferes with a message being sent between participants in a communication encounter. is anything that interferes with a message being sent between participants in a communication encounter. Even if a speaker sends a clear message, noise may interfere with a message being accurately received and decoded. The transmission model of communication accounts for environmental and semantic noise. Environmental noisePhysical noise present in a communication encounter. is any physical noise present in a communication encounter. Other people talking in a crowded diner could interfere with your ability to transmit a message and have it successfully decoded. While environmental noise interferes with the transmission of the message, semantic noiseNoise that occurs in the encoding and decoding process when the participants do not understand a symbol. refers to noise that occurs in the encoding and decoding process when participants do not understand a symbol. To use a technical example, FM antennae can’t decode AM radio signals and vice versa. Likewise, most French speakers can’t decode Swedish and vice versa. Semantic noise can also interfere in communication between people speaking the same language because many words have multiple or unfamiliar meanings.

Although the transmission model may seem simple or even underdeveloped to us today, the creation of this model allowed scholars to examine the communication process in new ways, which eventually led to more complex models and theories of communication that we will discuss more later. This model is not quite rich enough to capture dynamic face-to-face interactions, but there are instances in which communication is one-way and linear, especially computer-mediated communication (CMC). As the following “Getting Plugged In” box explains, CMC is integrated into many aspects of our lives now and has opened up new ways of communicating and brought some new challenges. Think of text messaging for example. The transmission model of communication is well suited for describing the act of text messaging since the sender isn’t sure that the meaning was effectively conveyed or that the message was received at all. Noise can also interfere with the transmission of a text. If you use an abbreviation the receiver doesn’t know or the phone autocorrects to something completely different than you meant, then semantic noise has interfered with the message transmission. I enjoy bargain hunting at thrift stores, so I just recently sent a text to a friend asking if she wanted to go thrifting over the weekend. After she replied with “What?!?” I reviewed my text and saw that my “smart” phone had autocorrected thrifting to thrusting! You have likely experienced similar problems with text messaging, and a quick Google search for examples of text messages made funny or embarrassing by the autocorrect feature proves that many others do, too.

Interaction Model of Communication

The interaction model of communicationDescribes communication as a process in which participants alternate positions as sender and receiver and generate meaning by sending messages and receiving feedback within physical and psychological contexts. describes communication as a process in which participants alternate positions as sender and receiver and generate meaning by sending messages and receiving feedback within physical and psychological contexts.Wilbur Schramm, The Beginnings of Communication Study in America (Thousand Oaks, CA: Sage, 1997). Rather than illustrating communication as a linear, one-way process, the interaction model incorporates feedback, which makes communication a more interactive, two-way process. FeedbackMessages sent in response to other messages. includes messages sent in response to other messages. For example, your instructor may respond to a point you raise during class discussion or you may point to the sofa when your roommate asks you where the remote control is. The inclusion of a feedback loop also leads to a more complex understanding of the roles of participants in a communication encounter. Rather than having one sender, one message, and one receiver, this model has two sender-receivers who exchange messages. Each participant alternates roles as sender and receiver in order to keep a communication encounter going. Although this seems like a perceptible and deliberate process, we alternate between the roles of sender and receiver very quickly and often without conscious thought.

The interaction model is also less message focused and more interaction focused. While the transmission model focused on how a message was transmitted and whether or not it was received, the interaction model is more concerned with the communication process itself. In fact, this model acknowledges that there are so many messages being sent at one time that many of them may not even be received. Some messages are also unintentionally sent. Therefore, communication isn’t judged effective or ineffective in this model based on whether or not a single message was successfully transmitted and received.

Figure 1.2 The Interaction Model of Communication

The interaction model takes physical and psychological context into account. Physical contextThe environmental factors in a communication encounter. includes the environmental factors in a communication encounter. The size, layout, temperature, and lighting of a space influence our communication. Imagine the different physical contexts in which job interviews take place and how that may affect your communication. I have had job interviews on a sofa in a comfortable office, sitting around a large conference table, and even once in an auditorium where I was positioned on the stage facing about twenty potential colleagues seated in the audience. I’ve also been walked around campus to interview with various people in temperatures below zero degrees. Although I was a little chilly when I got to each separate interview, it wasn’t too difficult to warm up and go on with the interview. During a job interview in Puerto Rico, however, walking around outside wearing a suit in near 90 degree temperatures created a sweating situation that wasn’t pleasant to try to communicate through. Whether it’s the size of the room, the temperature, or other environmental factors, it’s important to consider the role that physical context plays in our communication.

Psychological contextThe mental and emotional factors in a communication encounter. includes the mental and emotional factors in a communication encounter. Stress, anxiety, and emotions are just some examples of psychological influences that can affect our communication. I recently found out some troubling news a few hours before a big public presentation. It was challenging to try to communicate because the psychological noise triggered by the stressful news kept intruding into my other thoughts. Seemingly positive psychological states, like experiencing the emotion of love, can also affect communication. During the initial stages of a romantic relationship individuals may be so “love struck” that they don’t see incompatible personality traits or don’t negatively evaluate behaviors they might otherwise find off-putting. Feedback and context help make the interaction model a more useful illustration of the communication process, but the transaction model views communication as a powerful tool that shapes our realities beyond individual communication encounters.

Transaction Model of Communication

As the study of communication progressed, models expanded to account for more of the communication process. Many scholars view communication as more than a process that is used to carry on conversations and convey meaning. We don’t send messages like computers, and we don’t neatly alternate between the roles of sender and receiver as an interaction unfolds. We also can’t consciously decide to stop communicating, because communication is more than sending and receiving messages. The transaction model differs from the transmission and interaction models in significant ways, including the conceptualization of communication, the role of sender and receiver, and the role of context.Dean C. Barnlund, “A Transactional Model of Communication,” in Foundations of Communication Theory, eds. Kenneth K. Sereno and C. David Mortensen (New York, NY: Harper and Row, 1970), 83–92.

To review, each model incorporates a different understanding of what communication is and what communication does. The transmission model views communication as a thing, like an information packet, that is sent from one place to another. From this view, communication is defined as sending and receiving messages. The interaction model views communication as an interaction in which a message is sent and then followed by a reaction (feedback), which is then followed by another reaction, and so on. From this view, communication is defined as producing conversations and interactions within physical and psychological contexts. The transaction model views communication as integrated into our social realities in such a way that it helps us not only understand them but also create and change them.

The transaction model of communicationDescribes communication as a process in which communicators generate social realities within social, relational, and cultural contexts. describes communication as a process in which communicators generate social realities within social, relational, and cultural contexts. In this model, we don’t just communicate to exchange messages; we communicate to create relationships, form intercultural alliances, shape our self-concepts, and engage with others in dialogue to create communities. In short, we don’t communicate about our realities; communication helps to construct our realities.

The roles of sender and receiver in the transaction model of communication differ significantly from the other models. Instead of labeling participants as senders and receivers, the people in a communication encounter are referred to as communicators. Unlike the interaction model, which suggests that participants alternate positions as sender and receiver, the transaction model suggests that we are simultaneously senders and receivers. For example, on a first date, as you send verbal messages about your interests and background, your date reacts nonverbally. You don’t wait until you are done sending your verbal message to start receiving and decoding the nonverbal messages of your date. Instead, you are simultaneously sending your verbal message and receiving your date’s nonverbal messages. This is an important addition to the model because it allows us to understand how we are able to adapt our communication—for example, a verbal message—in the middle of sending it based on the communication we are simultaneously receiving from our communication partner.

Figure 1.3 The Transaction Model of Communication

The transaction model also includes a more complex understanding of context. The interaction model portrays context as physical and psychological influences that enhance or impede communication. While these contexts are important, they focus on message transmission and reception. Since the transaction model of communication views communication as a force that shapes our realities before and after specific interactions occur, it must account for contextual influences outside of a single interaction. To do this, the transaction model considers how social, relational, and cultural contexts frame and influence our communication encounters.

Social contextThe stated rules or unstated norms that guide communication. refers to the stated rules or unstated norms that guide communication. As we are socialized into our various communities, we learn rules and implicitly pick up on norms for communicating. Some common rules that influence social contexts include don’t lie to people, don’t interrupt people, don’t pass people in line, greet people when they greet you, thank people when they pay you a compliment, and so on. Parents and teachers often explicitly convey these rules to their children or students. Rules may be stated over and over, and there may be punishment for not following them.

Norms are social conventions that we pick up on through observation, practice, and trial and error. We may not even know we are breaking a social norm until we notice people looking at us strangely or someone corrects or teases us. For example, as a new employee you may over- or underdress for the company’s holiday party because you don’t know the norm for formality. Although there probably isn’t a stated rule about how to dress at the holiday party, you will notice your error without someone having to point it out, and you will likely not deviate from the norm again in order to save yourself any potential embarrassment. Even though breaking social norms doesn’t result in the formal punishment that might be a consequence of breaking a social rule, the social awkwardness we feel when we violate social norms is usually enough to teach us that these norms are powerful even though they aren’t made explicit like rules. Norms even have the power to override social rules in some situations. To go back to the examples of common social rules mentioned before, we may break the rule about not lying if the lie is meant to save someone from feeling hurt. We often interrupt close friends when we’re having an exciting conversation, but we wouldn’t be as likely to interrupt a professor while they are lecturing. Since norms and rules vary among people and cultures, relational and cultural contexts are also included in the transaction model in order to help us understand the multiple contexts that influence our communication.

Relational contextThe previous interpersonal history and type of relationship we have with a person. includes the previous interpersonal history and type of relationship we have with a person. We communicate differently with someone we just met versus someone we’ve known for a long time. Initial interactions with people tend to be more highly scripted and governed by established norms and rules, but when we have an established relational context, we may be able to bend or break social norms and rules more easily. For example, you would likely follow social norms of politeness and attentiveness and might spend the whole day cleaning the house for the first time you invite your new neighbors to visit. Once the neighbors are in your house, you may also make them the center of your attention during their visit. If you end up becoming friends with your neighbors and establishing a relational context, you might not think as much about having everything cleaned and prepared or even giving them your whole attention during later visits. Since communication norms and rules also vary based on the type of relationship people have, relationship type is also included in relational context. For example, there are certain communication rules and norms that apply to a supervisor-supervisee relationship that don’t apply to a brother-sister relationship and vice versa. Just as social norms and relational history influence how we communicate, so does culture.

Cultural contextAspects of identities such as race, gender, nationality, ethnicity, sexual orientation, class, and ability that influence communication. includes various aspects of identities such as race, gender, nationality, ethnicity, sexual orientation, class, and ability. We will learn more about these identities in Chapter 2 "Communication and Perception", but for now it is important for us to understand that whether we are aware of it or not, we all have multiple cultural identities that influence our communication. Some people, especially those with identities that have been historically marginalized, are regularly aware of how their cultural identities influence their communication and influence how others communicate with them. Conversely, people with identities that are dominant or in the majority may rarely, if ever, think about the role their cultural identities play in their communication.

Cultural context is influenced by numerous aspects of our identities and is not limited to race or ethnicity.

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When cultural context comes to the forefront of a communication encounter, it can be difficult to manage. Since intercultural communication creates uncertainty, it can deter people from communicating across cultures or lead people to view intercultural communication as negative. But if you avoid communicating across cultural identities, you will likely not get more comfortable or competent as a communicator. Difference, as we will learn in Chapter 8 "Culture and Communication", isn’t a bad thing. In fact, intercultural communication has the potential to enrich various aspects of our lives. In order to communicate well within various cultural contexts, it is important to keep an open mind and avoid making assumptions about others’ cultural identities. While you may be able to identify some aspects of the cultural context within a communication encounter, there may also be cultural influences that you can’t see. A competent communicator shouldn’t assume to know all the cultural contexts a person brings to an encounter, since not all cultural identities are visible. As with the other contexts, it requires skill to adapt to shifting contexts, and the best way to develop these skills is through practice and reflection.

Communication Is Integrated into All Parts of Our Lives

This book is meant to help people see the value of communication in the real world and in our real lives. When I say real, I don’t mean to imply that there is some part of our world or lives that is not real. Since communication is such a practical field of study, I use the word real to emphasize that what you’re reading in this book isn’t just about theories and vocabulary or passing a test and giving a good speech. I also don’t mean to imply that there is a divide between the classroom and the real world. The “real world” is whatever we are experiencing at any given moment. In order to explore how communication is integrated into all parts of our lives, I have divided up our lives into four spheres: academic, professional, personal, and civic. The boundaries and borders between these spheres are not solid, and there is much overlap. After all, much of what goes on in a classroom is present in a professional environment, and the classroom has long been seen as a place to prepare students to become active and responsible citizens in their civic lives. The philosophy behind this approach is called integrative learningAn approach that encourages students to reflect on how the content they are learning connects to other classes they have taken or are taking, their professional goals, and their civic responsibilities., which encourages students to reflect on how the content they are learning connects to other classes they have taken or are taking, their professional goals, and their civic responsibilities.

Academic

It’s probably not difficult to get you, as students in a communication class, to see the relevance of communication to your academic lives. At least during this semester, studying communication is important to earn a good grade in the class, right? Beyond the relevance to your grade in this class, I challenge you to try to make explicit connections between this course and courses you have taken before and are currently taking. Then, when you leave this class, I want you to connect the content in future classes back to what you learned here. If you can begin to see these connections now, you can build on the foundational communication skills you learn in here to become a more competent communicator, which will undoubtedly also benefit you as a student.

Good communication skills can help you succeed in academic settings and set you up for success postgraduation.

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Aside from wanting to earn a good grade in this class, you may also be genuinely interested in becoming a better communicator. If that’s the case, you are in luck because research shows that even people who have poor communication skills can improve a wide range of verbal, nonverbal, and interpersonal communication skills by taking introductory communication courses.Wendy S. Zabava and Andrew D. Wolvin, “The Differential Impact of a Basic Communication Course on Perceived Communication Competencies in Class, Work, and Social Contexts,” Communication Education 42 (1993): 215–17. Communication skills are also tied to academic success. Poor listening skills were shown to contribute significantly to failure in a person’s first year of college. Also, students who take a communication course report more confidence in their communication abilities, and these students have higher grade point averages and are less likely to drop out of school. Much of what we do in a classroom—whether it is the interpersonal interactions with our classmates and professor, individual or group presentations, or listening—is discussed in this textbook and can be used to build or add to a foundation of good communication skills and knowledge that can carry through to other contexts.

Civic

The connection between communication and our civic lives is a little more abstract and difficult for students to understand. Many younger people don’t yet have a conception of a “civic” part of their lives because the academic, professional, and personal parts of their lives have so much more daily relevance. Civic engagementWorking to make a difference in our communities by improving the quality of life of community members; raising awareness about social, cultural, or political issues; or participating in a wide variety of political and nonpolitical processes. refers to working to make a difference in our communities by improving the quality of life of community members; raising awareness about social, cultural, or political issues; or participating in a wide variety of political and nonpolitical processes.Thomas Ehrlich, Civic Responsibility and Higher Education (Phoenix, AZ: Oryx, 2000), vi. The civic part of our lives is developed through engagement with the decision making that goes on in our society at the small-group, local, state, regional, national, or international level. Such involvement ranges from serving on a neighborhood advisory board to sending an e-mail to a US senator. Discussions and decisions that affect our communities happen around us all the time, but it takes time and effort to become a part of that process. Doing so, however, allows us to become a part of groups or causes that are meaningful to us, which enables us to work for the common good. This type of civic engagement is crucial to the functioning of a democratic society.

Voting is one way to stay civically engaged, but you can also participate in decision making in nonpolitical contexts.

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Communication scholars have been aware of the connections between communication and a person’s civic engagement or citizenship for thousands of years. Aristotle, who wrote the first and most influential comprehensive book on communication 2,400 years ago, taught that it is through our voice, our ability to communicate, that we engage with the world around us, participate in our society, and become a “virtuous citizen.” It is a well-established and unfortunate fact that younger people, between the ages of eighteen and thirty, are some of the least politically active and engaged members of our democracy. Civic engagement includes but goes beyond political engagement, which includes things like choosing a political party or advocating for a presidential candidate. Although younger people have tended not to be as politically engaged as other age groups, the current generation of sixteen- to twenty-nine-year-olds, known as the millennial generation, is known to be very engaged in volunteerism and community service. In addition, some research has indicated that college students are eager for civic engagement but are not finding the resources they need on their campuses.Scott Jaschik, “The Civic Engagement Gap,” Inside Higher Ed, September 30, 2009, accessed May 18, 2012, http://www.insidehighered.com/news/2009/09/30/civic. The American Association of Colleges and Universities has launched several initiatives and compiled many resources for students and faculty regarding civic engagement. I encourage you to explore their website at the following link and try to identify some ways in which you can productively integrate what you are learning in this class into a civic context: http://www.aacu.org/resources/civicengagement.

Communication Meets Needs

You hopefully now see that communication is far more than the transmission of information. The exchange of messages and information is important for many reasons, but it is not enough to meet the various needs we have as human beings. While the content of our communication may help us achieve certain physical and instrumental needs, it also feeds into our identities and relationships in ways that far exceed the content of what we say.

Instrumental Needs

Instrumental needsNeeds that help us get things done in our day-to-day lives and achieve short- and long-term goals. include needs that help us get things done in our day-to-day lives and achieve short- and long-term goals. We all have short- and long-term goals that we work on every day. Fulfilling these goals is an ongoing communicative task, which means we spend much of our time communicating for instrumental needs. Some common instrumental needs include influencing others, getting information we need, or getting support.Brant R. Burleson, Sandra Metts, and Michael W. Kirch, “Communication in Close Relationships,” in Close Relationships: A Sourcebook, eds. Clyde Hendrick and Susan S. Hendrick (Thousand Oaks, CA: Sage, 2000), 247. In short, communication that meets our instrumental needs helps us “get things done.”

Communicating for instrumental needs helps us get things done. Think about how much instrumental communication is required to build a house.

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To meet instrumental needs, we often use communication strategically. Politicians, parents, bosses, and friends use communication to influence others in order to accomplish goals and meet needs. There is a research area within communication that examines compliance-gaining communicationCommunication aimed at getting people to do something or act in a particular way., or communication aimed at getting people to do something or act in a particular way.Robert H. Gass and John S. Seiter, Persuasion, Social Influence and Compliance Gaining (Boston, MA: Allyn and Bacon, 1999), 205. Compliance gaining and communicating for instrumental needs is different from coercion, which forces or manipulates people into doing what you want. In Section 1.3 "Communication Principles", we will discuss communication ethics and learn that open communication, free from constraint and pressure, is an important part of an ethical society. Compliance-gaining communication is different from persuasion, which we will discuss in more detail in Chapter 11 "Informative and Persuasive Speaking". While research on persuasion typically focuses on public speaking and how a speaker persuades a group, compliance-gaining research focuses on our daily interpersonal interactions. Researchers have identified many tactics that people typically use in compliance-gaining communication.Robert H. Gass and John S. Seiter, Persuasion, Social Influence and Compliance Gaining (Boston, MA: Allyn and Bacon, 1999), 206. As you read through the following list, I am sure many of these tactics will be familiar to you.

Common Tactics Used for Compliance Gaining

• Offering rewards. Seeks compliance in a positive way, by promising returns, rewards, or generally positive outcomes.
• Threatening punishment. Seeks compliance in a negative way, by threatening negative consequences such as loss of privileges, grounding, or legal action.
• Using expertise. Seeks compliance by implying that one person “knows better” than the other based on experience, age, education, or intelligence.
• Liking. Seeks compliance by acting friendly and helpful to get the other person into a good mood before asking them to do something.
• Debt. Seeks compliance by calling in past favors and indicating that one person “owes” the other.
• Altruism. Seeks compliance by claiming that one person only wants “what is best” for the other and he or she is looking out for the other person’s “best interests.”
• Esteem. Seeks compliance by claiming that other people will think more highly of the person if he or she complies or think less of the person if he or she does not comply.

Communication Is a Process

Communication is a process that involves an interchange of verbal and/or nonverbal messages within a continuous and dynamic sequence of events.Owen Hargie, Skilled Interpersonal Interaction: Research, Theory, and Practice (London: Routledge, 2011), 15. When we refer to communication as a process, we imply that it doesn’t have a distinct beginning and end or follow a predetermined sequence of events. It can be difficult to trace the origin of a communication encounter, since communication doesn’t always follow a neat and discernible format, which makes studying communication interactions or phenomena difficult. Any time we pull one part of the process out for study or closer examination, we artificially “freeze” the process in order to examine it, which is not something that is possible when communicating in real life. But sometimes scholars want to isolate a particular stage in the process in order to gain insight by studying, for example, feedback or eye contact. Doing that changes the very process itself, and by the time you have examined a particular stage or component of the process, the entire process may have changed. These snapshots are useful for scholarly interrogation of the communication process, and they can also help us evaluate our own communication practices, troubleshoot a problematic encounter we had, or slow things down to account for various contexts before we engage in communication.Frank E. X. Dance and Carl E. Larson, The Functions of Human Communication: A Theoretical Approach (New York, NY: Holt, Reinhart, and Winston, 1976), 28.

We have already learned, in the transaction model of communication, that we communicate using multiple channels and send and receive messages simultaneously. There are also messages and other stimuli around us that we never actually perceive because we can only attend to so much information at one time. The dynamic nature of communication allows us to examine some principles of communication that are related to its processual nature. Next, we will learn that communication messages vary in terms of their level of conscious thought and intention, communication is irreversible, and communication is unrepeatable.

Since communication is such a dynamic process, it is difficult to determine where communication begins and ends.

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Some scholars have put forth definitions of communication stating that messages must be intended for others to perceive them in order for a message to “count” as communication. This narrow definition only includes messages that are tailored or at least targeted to a particular person or group and excludes any communication that is involuntary.Frank E. X. Dance and Carl E. Larson, The Functions of Human Communication: A Theoretical Approach (New York, NY: Holt, Reinhart, and Winston, 1976), 25. Since intrapersonal communication happens in our heads and isn’t intended for others to perceive, it wouldn’t be considered communication. But imagine the following scenario: You and I are riding on a bus and you are sitting across from me. As I sit thinking about a stressful week ahead, I wrinkle up my forehead, shake my head, and put my head in my hands. Upon seeing this you think, “That guy must be pretty stressed out.” In this scenario, did communication take place? If I really didn’t intend for anyone to see the nonverbal communication that went along with my intrapersonal communication, then this definition would say no. But even though words weren’t exchanged, you still generated meaning from the communication I was unintentionally sending. As a communication scholar, I do not take such a narrow definition of communication. Based on the definition of communication from the beginning of this chapter, the scenario we just discussed would count as communication, but the scenario illustrates the point that communication messages are sent both intentionally and unintentionally.

Communication messages also vary in terms of the amount of conscious thought that goes into their creation. In general, we can say that intentional communication usually includes more conscious thought and unintentional communication usually includes less. For example, some communication is reactionary and almost completely involuntary. We often scream when we are frightened, say “ouch!” when we stub our toe, and stare blankly when we are bored. This isn’t the richest type of communication, but it is communication. Some of our interactions are slightly more substantial and include more conscious thought but are still very routine. For example, we say “excuse me” when we need to get past someone, say “thank you” when someone holds the door for us, or say “what’s up?” to our neighbor we pass every day in the hall. The reactionary and routine types of communication just discussed are common, but the messages most studied by communication scholars are considered constructed communication. These messages include more conscious thought and intention than reactionary or routine messages and often go beyond information exchange to also meet relational and identity needs. As we will learn later on, a higher degree of conscious thought and intention doesn’t necessarily mean the communication will be effective, understood, or ethical. In addition, ethical communicators cannot avoid responsibility for the effects of what they say by claiming they didn’t “intend” for their communication to cause an undesired effect. Communication has short- and long-term effects, which illustrates the next principle we will discuss—communication is irreversible.

The dynamic nature of the communication process also means that communication is irreversible. After an initial interaction has gone wrong, characters in sitcoms and romantic comedies often use the line “Can we just start over?” As handy as it would be to be able to turn the clock back and “redo” a failed or embarrassing communication encounter, it is impossible. Miscommunication can occur regardless of the degree of conscious thought and intention put into a message. For example, if David tells a joke that offends his coworker Beth, then he can’t just say, “Oh, forget I said that,” or “I didn’t intend for it to be offensive.” The message has been sent and it can’t be taken back. I’m sure we have all wished we could take something back that we have said. Conversely, when communication goes well, we often wish we could recreate it. However, in addition to communication being irreversible, it is also unrepeatable.

If you try to recreate a good job interview experience by asking the same questions and telling the same stories about yourself, you can’t expect the same results. Even trying to repeat a communication encounter with the same person won’t feel the same or lead to the same results. We have already learned the influence that contexts have on communication, and those contexts change frequently. Even if the words and actions stay the same, the physical, psychological, social, relational, and cultural contexts will vary and ultimately change the communication encounter. Have you ever tried to recount a funny or interesting experience to a friend who doesn’t really seem that impressed? These “I guess you had to be there” moments illustrate the fact that communication is unrepeatable.

Communication Is Guided by Culture and Context

As we learned earlier, context is a dynamic component of the communication process. Culture and context also influence how we perceive and define communication. Western culture tends to put more value on senders than receivers and on the content rather the context of a message. These cultural values are reflected in our definitions and models of communication. As we will learn in later chapters, cultures vary in terms of having a more individualistic or more collectivistic cultural orientation. The United States is considered an individualistic culture, where emphasis is put on individual expression and success. Japan is considered a collectivistic culture, where emphasis is put on group cohesion and harmony. These are strong cultural values that are embedded in how we learn to communicate. In many collectivistic cultures, there is more emphasis placed on silence and nonverbal context. Whether in the United States, Japan, or another country, people are socialized from birth to communication in culturally specific ways that vary by context. In this section we will discuss how communication is learned, the rules and norms that influence how we communicate, and the ethical implications of communication.

Rules and Norms

Earlier we learned about the transaction model of communication and the powerful influence that social context and the roles and norms associated with social context have on our communication. Whether verbal or nonverbal, mediated or interpersonal, our communication is guided by rules and norms.

Phatic communion is an instructive example of how we communicate under the influence of rules and norms.Gunter Senft, “Phatic Communion,” in Culture and Language Use, eds. Gunter Senft, Jan-Ola Ostman, and Jef Verschueren (Amsterdam: John Benjamins Publishing Company, 2009), 226–33. Phatic communionScripted and routine verbal interactions that are intended to establish social bonds rather than actually exchange meaning. refers to scripted and routine verbal interactions that are intended to establish social bonds rather than actually exchange meaning. When you pass your professor in the hall, the exchange may go as follows:

Student:	“Hey, how are you?”
Professor:	“Fine, how are you?”
Student:	“Fine.”

What is the point of this interaction? It surely isn’t to actually inquire as to each other’s well-being. We have similar phatic interactions when we make comments on the weather or the fact that it’s Monday. We often joke about phatic communion because we see that is pointless, at least on the surface. The student and professor might as well just pass each other in the hall and say the following to each other:

Student:	“Generic greeting question.”
Professor:	“Generic greeting response and question.”
Student:	“Generic response.”

This is an example of communication messages that don’t really require a high level of conscious thought or convey much actual content or generate much meaning. So if phatic communion is so “pointless,” why do we do it?

Rules and norms guide much of our communication. Think of all the unspoken norms for behavior in a crowded elevator.

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The term phatic communion derives from the Greek word phatos, which means “spoken,” and the word communion, which means “connection or bond.” As we discussed earlier, communication helps us meet our relational needs. In addition to finding communion through food or religion, we also find communion through our words. But the degree to which and in what circumstances we engage in phatic communion is also influenced by norms and rules. Generally, US Americans find silence in social interactions awkward, which is one sociocultural norm that leads to phatic communion, because we fill the silence with pointless words to meet the social norm. It is also a norm to greet people when you encounter them, especially if you know them. We all know not to unload our physical and mental burdens on the person who asks, “How are you?” or go through our “to do” list with the person who asks, “What’s up?” Instead, we conform to social norms through this routine type of verbal exchange.

Phatic communion, like most aspects of communication we will learn about, is culturally relative as well. While most cultures engage in phatic communion, the topics of and occasions for phatic communion vary. Scripts for greetings in the United States are common, but scripts for leaving may be more common in another culture. Asking about someone’s well-being may be acceptable phatic communion in one culture, and asking about the health of someone’s family may be more common in another.

Communication Has Ethical Implications

Another culturally and situationally relative principle of communication is the fact that communication has ethical implications. Communication ethicsThe process of negotiating and reflecting on our actions and communication regarding what we believe to be right and wrong. deals with the process of negotiating and reflecting on our actions and communication regarding what we believe to be right and wrong. Aristotle said, “In the arena of human life the honors and rewards fall to those who show their good qualities in action.”Judy C. Pearson, Jeffrey T. Child, Jody L. Mattern, and David H. Kahl Jr., “What Are Students Being Taught about Ethics in Public Speaking Textbooks?” Communication Quarterly 54, no. 4 (2006): 508. Aristotle focuses on actions, which is an important part of communication ethics. While ethics has been studied as a part of philosophy since the time of Aristotle, only more recently has it become applied. In communication ethics, we are more concerned with the decisions people make about what is right and wrong than the systems, philosophies, or religions that inform those decisions. Much of ethics is gray area. Although we talk about making decisions in terms of what is right and what is wrong, the choice is rarely that simple. Aristotle goes on to say that we should act “to the right extent, at the right time, with the right motive, and in the right way.” This quote connects to communication competence, which focuses on communicating effectively and appropriately and will be discussed more in Section 1.4 "Communication Competence".

Ethics deals with our beliefs about what is right and wrong, but the choice is often not as clear-cut.

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Communication has broad ethical implications. Later in this book we will discuss the importance of ethical listening, how to avoid plagiarism, how to present evidence ethically, and how to apply ethical standards to mass media and social media. These are just a few examples of how communication and ethics will be discussed in this book, but hopefully you can already see that communication ethics is integrated into academic, professional, personal, and civic contexts.

When dealing with communication ethics, it’s difficult to state that something is 100 percent ethical or unethical. I tell my students that we all make choices daily that are more ethical or less ethical, and we may confidently make a decision only later to learn that it wasn’t be most ethical option. In such cases, our ethics and goodwill are tested, since in any given situation multiple options may seem appropriate, but we can only choose one. If, in a situation, we make a decision and we reflect on it and realize we could have made a more ethical choice, does that make us a bad person? While many behaviors can be more easily labeled as ethical or unethical, communication isn’t always as clear. Murdering someone is generally thought of as unethical and illegal, but many instances of hurtful speech, or even what some would consider hate speech, have been protected as free speech. This shows the complicated relationship between protected speech, ethical speech, and the law. In some cases, people see it as their ethical duty to communicate information that they feel is in the public’s best interest. The people behind WikiLeaks, for example, have released thousands of classified documents related to wars, intelligence gathering, and diplomatic communication. WikiLeaks claims that exposing this information keeps politicians and leaders accountable and keeps the public informed, but government officials claim the release of the information should be considered a criminal act. Both parties consider the other’s communication unethical and their own communication ethical. Who is right?

Since many of the choices we make when it comes to ethics are situational, contextual, and personal, various professional fields have developed codes of ethics to help guide members through areas that might otherwise be gray or uncertain. The following “Getting Critical” box includes information about the National Communication Association’s Ethical Credo. Doctors take oaths to do no harm to their patients, and journalists follow ethical guidelines that promote objectivity and provide for the protection of sources. Although businesses and corporations have gotten much attention for high-profile cases of unethical behavior, business ethics has become an important part of the curriculum in many business schools, and more companies are adopting ethical guidelines for their employees.

“Getting Critical”

NCA Credo for Ethical Communication

The “Getting Critical” boxes throughout this book will challenge you to think critically about a variety of communication issues, and many of those issues will involve questions of ethics. Therefore, it is important that we have a shared understanding of ethical standards for communication. I tell my students that I consider them communication scholars while they are in my class, and we always take a class period to learn about ethics using the National Communication Association’s (NCA) “Credo for Ethical Communication,” since the NCA is the professional organization that represents communication scholars and practitioners in the United States.

We all have to consider and sometimes struggle with questions of right and wrong. Since communication is central to the creation of our relationships and communities, ethical communication should be a priority of every person who wants to make a positive contribution to society. The NCA’s “Credo for Ethical Communication” reminds us that communication ethics is relevant across contexts and applies to every channel of communication, including media.National Communication Association, “NCA Credo for Ethical Communication,” accessed May 18, 2012, http://natcom.org/Tertiary.aspx?id=2119&terms=ethical %20credo. The credo goes on to say that human worth and dignity are fostered through ethical communication practices such as truthfulness, fairness, integrity, and respect for self and others. The emphasis in the credo and in the study of communication ethics is on practices and actions rather than thoughts and philosophies. Many people claim high ethical standards but do not live up to them in practice. While the credo advocates for, endorses, and promotes certain ideals, it is up to each one of us to put them into practice. The following are some of the principles stated in the credo:

• We endorse freedom of expression, diversity of perspective, and tolerance of dissent to achieve the informed and responsible decision making fundamental to a civil society.
• We condemn communication that degrades individuals and humanity through the expression of intolerance and hatred.
• We are committed to the courageous expression of personal convictions in pursuit of fairness and justice.
• We accept responsibility for the short- and long-term consequences of our own communication and expect the same of others.

1. What are some examples of unethical communication that you have witnessed?
2. Read through the whole credo. Of the nine principles listed, which do you think is most important and why? The credo can be accessed at the following link: http://natcom.org/Tertiary.aspx?id=2119&terms=ethical%20credo.

Key Takeaways

• Getting integrated: Increasing your knowledge of communication and improving your communication skills can positively affect your academic, professional, personal, and civic lives.
• In terms of academics, research shows that students who study communication and improve their communication skills are less likely to drop out of school and are more likely to have high grade point averages.
• Professionally, employers desire employees with good communication skills, and employees who have good listening skills are more likely to get promoted.
• Personally, communication skills help us maintain satisfying relationships.
• Communication helps us with civic engagement and allows us to participate in and contribute to our communities.
• Communication meets our physical needs by helping us maintain physical and psychological well-being; our instrumental needs by helping us achieve short- and long-term goals; our relational needs by helping us initiate, maintain, and terminate relationships; and our identity needs by allowing us to present ourselves to others in particular ways.
• Communication is a process that includes messages that vary in terms of conscious thought and intention. Communication is also irreversible and unrepeatable.
• Communication is guided by culture and context.
• We learn to communicate using systems that vary based on culture and language.
• Rules and norms influence the routines and rituals within our communication.
• Communication ethics varies by culture and context and involves the negotiation of and reflection on our actions regarding what we think is right and wrong.

Exercises

1. Getting integrated: The concepts of integrative learning and communication ethics are introduced in this section. How do you see communication ethics playing a role in academic, professional, personal, and civic aspects of your life?
2. Identify some physical, instrumental, relational, and identity needs that communication helps you meet in a given day.
3. We learned in this section that communication is irreversible and unrepeatable. Identify a situation in which you wished you could reverse communication. Identify a situation in which you wished you could repeat communication. Even though it’s impossible to reverse or repeat communication, what lessons can be learned from these two situations you identified that you can apply to future communication?
4. What types of phatic communion do you engage in? How are they connected to context and/or social rules and norms?

Defining Competence

We have already defined communication, and you probably know that to be competent at something means you know what you’re doing. When we combine these terms, we get the following definition: communication competenceThe knowledge of effective and appropriate communication patterns and the ability to use and adapt that knowledge in various contexts. refers to the knowledge of effective and appropriate communication patterns and the ability to use and adapt that knowledge in various contexts.Ralph E. Cooley and Deborah A. Roach, “A Conceptual Framework,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 25. To better understand this definition, let’s break apart its components.

Developing communication competence can bring many rewards, but it also requires time and effort.

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The first part of the definition we will unpack deals with knowledge. The cognitive elements of competence include knowing how to do something and understanding why things are done the way they are.Owen Hargie, Skilled Interpersonal Interaction: Research, Theory, and Practice (London: Routledge, 2011), 9. People can develop cognitive competence by observing and evaluating the actions of others. Cognitive competence can also be developed through instruction. Since you are currently taking a communication class, I encourage you to try to observe the communication concepts you are learning in the communication practices of others and yourself. This will help bring the concepts to life and also help you evaluate how communication in the real world matches up with communication concepts. As you build a repertoire of communication knowledge based on your experiential and classroom knowledge, you will also be developing behavioral competence.

The second part of the definition of communication competence that we will unpack is the ability to use. Individual factors affect our ability to do anything. Not everyone has the same athletic, musical, or intellectual ability. At the individual level, a person’s physiological and psychological characteristics affect competence. In terms of physiology, age, maturity, and ability to communicate affect competence. In terms of psychology, a person’s mood, stress level, personality, and level of communication apprehension (level of anxiety regarding communication) affect competence.Ralph E. Cooley and Deborah A. Roach, “A Conceptual Framework,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 24. All these factors will either help or hinder you when you try to apply the knowledge you have learned to actual communication behaviors. For example, you might know strategies for being an effective speaker, but public speaking anxiety that kicks in when you get in front of the audience may prevent you from fully putting that knowledge into practice.

The third part of the definition we will unpack is ability to adapt to various contexts. What is competent or not varies based on social and cultural context, which makes it impossible to have only one standard for what counts as communication competence.Ralph E. Cooley and Deborah A. Roach, “A Conceptual Framework,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 26. Social variables such as status and power affect competence. In a social situation where one person—say, a supervisor—has more power than another—for example, his or her employee—then the supervisor is typically the one who sets the standard for competence. Cultural variables such as race and nationality also affect competence. A Taiwanese woman who speaks English as her second language may be praised for her competence in the English language in her home country but be viewed as less competent in the United States because of her accent. In summary, although we have a clear definition of communication competence, there are not definitions for how to be competent in any given situation, since competence varies at the individual, social, and cultural level.

Despite the fact that no guidelines for or definitions of competence will be applicable in all situations, the National Communication Association (NCA) has identified many aspects of competence related to communication. The primary focus has been on competencies related to speaking and listening, and the NCA notes that developing communication competence in these areas will help people in academic, professional, and civic contexts.Sherwyn Morreale, Rebecca B. Rubin, and Elizabeth Jones, Speaking and Listening Competencies for College Students (Washington, DC: National Communication Association, 1998), n.p. To help colleges and universities develop curriculum and instruction strategies to prepare students, the NCA has defined what students should be able to do in terms of speaking and listening competencies by the time they graduate from college:

1. State ideas clearly.
2. Communicate ethically.
3. Recognize when it is appropriate to communicate.
4. Identify their communication goals.
5. Select the most appropriate and effective medium for communicating.
6. Demonstrate credibility.
7. Identify and manage misunderstandings.
8. Manage conflict.
9. Be open-minded about another’s point of view.
10. Listen attentively.

These are just some of the competencies the NCA identified as important for college graduates. While these are skill focused rather than interpersonally or culturally focused, they provide a concrete way to assess your own speaking competencies and to prepare yourself for professional speaking and listening, which is often skill driven. Since we communicate in many different contexts, such as interpersonal, group, intercultural, and mediated, we will discuss more specific definitions of competence in later sections of the book.

Developing Competence

Knowing the dimensions of competence is an important first step toward developing competence. Everyone reading this book already has some experience with and knowledge about communication. After all, you’ve spent many years explicitly and implicitly learning to communicate. For example, we are explicitly taught the verbal codes we use to communicate. On the other hand, although there are numerous rules and norms associated with nonverbal communication, we rarely receive explicit instruction on how to do it. Instead, we learn by observing others and through trial and error with our own nonverbal communication. Competence obviously involves verbal and nonverbal elements, but it also applies to many situations and contexts. Communication competence is needed in order to understand communication ethics, to develop cultural awareness, to use computer-mediated communication, and to think critically. Competence involves knowledge, motivation, and skills. It’s not enough to know what good communication consists of; you must also have the motivation to reflect on and better your communication and the skills needed to do so.

In regards to competence, we all have areas where we are skilled and areas where we have deficiencies. In most cases, we can consciously decide to work on our deficiencies, which may take considerable effort. There are multiple stages of competence that I challenge you to assess as you communicate in your daily life: unconscious incompetence, conscious incompetence, conscious competence, and unconscious competence.Owen Hargie, Skilled Interpersonal Interaction: Research, Theory, and Practice (London: Routledge, 2011), 7. Before you have built up a rich cognitive knowledge base of communication concepts and practiced and reflected on skills in a particular area, you may exhibit unconscious incompetenceBeing unaware of incompetent communication., which means you are not even aware that you are communicating in an incompetent manner. Once you learn more about communication and have a vocabulary to identify concepts, you may find yourself exhibiting conscious incompetenceBeing aware of incompetent communication as it is happening.. This is where you know what you should be doing, and you realize that you’re not doing it as well as you could. However, as your skills increase you may advance to conscious competenceCommunicating competently and being aware of it., meaning that you know you are communicating well in the moment, which will add to your bank of experiences to draw from in future interactions. When you reach the stage of unconscious competenceCommunicating competently without straining to do so., you just communicate successfully without straining to be competent. Just because you reach the stage of unconscious competence in one area or with one person does not mean you will always stay there. We are faced with new communication encounters regularly, and although we may be able to draw on the communication skills we have learned about and developed, it may take a few instances of conscious incompetence before you can advance to later stages.

In many introductory communication classes that I teach, a student usually says something like “You must be really good at this stuff since you study it and have been teaching it for a while.” At the same time students assume that I have a high level of communication competence, they are hard on themselves for being at the stage of conscious incompetence, where they catch themselves communicating poorly in regards to a concept we recently studied. In response to both of these comments, I say, “Just because I know the concepts and definitions doesn’t mean I always put them to good use. We’re all imperfect and fallible, and if we expect to be perfect communicators after studying this, then we’re setting ourselves up for failure. However, when I do mess up, I almost always make a mental note and reflect on it. And now you’re starting to do the same thing, which is to notice and reflect on your communication more. And that already puts you ahead of most people!”

Becoming more mindful of your communication and the communication of others can contribute to your communication competence.

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One way to progress toward communication competence is to become a more mindful communicator. A mindful communicator actively and fluidly processes information, is sensitive to communication contexts and multiple perspectives, and is able to adapt to novel communication situations.Judee K. Burgoon, Charles R. Berger, and Vincent R. Waldron, “Mindfulness and Interpersonal Communication,” Journal of Social Issues 56, no. 1 (2000): 105. Becoming a more mindful communicator has many benefits, including achieving communication goals, detecting deception, avoiding stereotypes, and reducing conflict. Whether or not we achieve our day-to-day communication goals depends on our communication competence. Various communication behaviors can signal that we are communicating mindfully. For example, asking an employee to paraphrase their understanding of the instructions you just gave them shows that you are aware that verbal messages are not always clear, that people do not always listen actively, and that people often do not speak up when they are unsure of instructions for fear of appearing incompetent or embarrassing themselves. Some communication behaviors indicate that we are not communicating mindfully, such as withdrawing from a romantic partner or engaging in passive-aggressive behavior during a period of interpersonal conflict. Most of us know that such behaviors lead to predictable and avoidable conflict cycles, yet we are all guilty of them. Our tendency to assume that people are telling us the truth can also lead to negative results. Therefore, a certain amount of tentativeness and mindful monitoring of a person’s nonverbal and verbal communication can help us detect deception. However, this is not the same thing as chronic suspicion, which would not indicate communication competence. This is just the beginning of our conversation about communication competence. Regarding the previous examples, we will learn more about paraphrasing in Chapter 5 "Listening", conflict management in Chapter 6 "Interpersonal Communication Processes", and deception in Chapter 4 "Nonverbal Communication".

Overcoming Anxiety

Whether you will give your first presentation in this class next week or in two months, you may be one of many students in the introduction to communication studies course to face anxiety about communication in general or public speaking in particular.

Communication apprehension and public speaking anxiety are common but can be managed productively.

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Decades of research conducted by communication scholars shows that communication apprehension is common among college students.Jennifer S. Priem and Denise Haunani Solomon, “Comforting Apprehensive Communicators: The Effects of Reappraisal and Distraction on Cortisol Levels among Students in a Public Speaking Class,” Communication Quarterly 57, no. 3 (2009): 260. Communication apprehensionFear or anxiety experienced by a person due to actual or imagined communication with another person or persons. (CA) is fear or anxiety experienced by a person due to actual or imagined communication with another person or persons. CA includes multiple forms of communication, not just public speaking. Of college students, 15 to 20 percent experience high trait CA, meaning they are generally anxious about communication. Furthermore, 70 percent of college students experience some trait CA, which means that addressing communication anxiety in a class like the one you’re taking now stands to benefit the majority of students.Jennifer S. Priem and Denise Haunani Solomon, “Comforting Apprehensive Communicators: The Effects of Reappraisal and Distraction on Cortisol Levels among Students in a Public Speaking Class,” Communication Quarterly 57, no. 3 (2009): 260–61. Public speaking anxietyA type of communication apprehension that produces physiological, cognitive, and behavioral reactions in people when faced with a real or imagined presentation. is type of CA that produces physiological, cognitive, and behavioral reactions in people when faced with a real or imagined presentation.Graham D. Bodie, “A Racing Heart, Rattling Knees, and Ruminative Thoughts: Defining, Explaining, and Treating Public Speaking Anxiety,” Communication Education 59, no. 1 (2010): 72. Research on public speaking anxiety has focused on three key ways to address this common issue: systematic desensitization, cognitive restructuring, and skills training.Graham D. Bodie, “A Racing Heart, Rattling Knees, and Ruminative Thoughts: Defining, Explaining, and Treating Public Speaking Anxiety,” Communication Education 59, no. 1 (2010): 86–92. Communication departments are typically the only departments that address communication apprehension explicitly, which is important as CA is “related to negative academic consequences such as negative attitudes toward school, lower over-all classroom achievement, lower final course grades, and higher college attrition rates.”Mike Allen, John E. Hunter, and William A. Donohue, “Meta-analysis of Self-Report Data on the Effectiveness of Public Speaking Anxiety Treatment Techniques,” Communication Education 38, no. 1 (2009): 54–76. Additionally, CA can lead others to make assumptions about your communication competence that may be unfavorable. Even if you are intelligent, prepared, and motivated, CA and public speaking anxiety can detract from your communication and lead others to perceive you in ways you did not intend. CA is a common issue faced by many people, so you are not alone. We will learn more about speaking anxiety in Chapter 12 "Public Speaking in Various Contexts". While you should feel free to read ahead to that chapter, you can also manage your anxiety by following some of the following tips.

Top Ten Ways to Reduce Speaking Anxiety

1. Remember, you are not alone. Public speaking anxiety is common, so don’t ignore it—confront it.
2. You can’t literally “die of embarrassment.” Audiences are forgiving and understanding.
3. It always feels worse than it looks.
4. Take deep breaths. It releases endorphins, which naturally fight the adrenaline that causes anxiety.
5. Look the part. Dress professionally to enhance confidence.
6. Channel your nervousness into positive energy and motivation.
7. Start your outline and research early. Better information = higher confidence.
8. Practice and get feedback from a trusted source. (Don’t just practice for your cat.)
9. Visualize success through positive thinking.
10. Prepare, prepare, prepare! Practice is a speaker’s best friend.

Key Takeaways

• Communication competence refers to the knowledge of effective and appropriate communication patterns and the ability to use and adapt that knowledge in various contexts.
• To be a competent communicator, you should have cognitive knowledge about communication based on observation and instruction; understand that individual, social, and cultural contexts affect competence; and be able to adapt to those various contexts.
• Getting integrated: The NCA notes that developing communication competence in speaking and listening will help college students in academic, professional, and civic contexts.
• Levels of communication competence include unconscious incompetence, conscious incompetence, conscious competence, and unconscious competence.
• In order to develop communication competence, you must become a more mindful communicator and a higher self-monitor.
• Communication apprehension (CA) refers to fear or anxiety experienced by a person due to real or imagined communication with another person or persons. Public speaking anxiety is a form of CA that more specifically focuses on anxiety about giving a public presentation. Both are commonly experienced by most people and can be managed using various strategies.

Exercises

1. Getting integrated: Evaluate your speaking and listening competencies based on the list generated by the NCA. Out of the skills listed, which ones are you more competent in and less competent in? Which skill will be most useful for you in academic contexts? Professional contexts? Personal contexts? Civic contexts?
2. Think of a person you know who you think possesses a high level of communication competence. What makes you think this? What communication characteristics do they have that you might want to have yourself?
3. What anxieties do you have regarding communication and/or public speaking? Since communication and speaking are a necessary part of life, identify some strategies you can use to manage those anxieties.