, PLEASE USE THIS DOCUMENT AS A GUIDE TO ANSWER YOUR ASSIGNMENT
QUESTION 1
Analyse the key difference between the transmission and transactional models of communication.
Evaluate which model would be more effective for Gift of the Givers’ internal communication. Justify
your answer. (10)
The transmission model of communication conceptualises communication as a one- way process where a
sender transmits a message to a receiver through a channel, often focusing on clarity and accuracy of the
message itself. It assumes a linear flow where the sender encodes, sends, and the receiver decodes, with little
emphasis on feedback or context. This model views communication as information delivery rather than
shared sense- making.
By contrast, the transactional model of communication sees communication as a dynamic, interactive
process in which all participants are simultaneously senders and receivers. The transactional model
highlights feedback loops, shared meaning, and the influence of context, culture, and prior experiences on
communication outcomes.
In practice, the transmission model is effective for simple, unidirectional messages where feedback is not
immediately required, such as press releases or formal announcements. It assumes that meaning lies in
accurate transmission of information from sender to receiver. The transactional model, however, emphasises
the co- creation of meaning through continuous exchange and feedback.
For Gift of the Givers (GOTG), an active humanitarian NGO operating in multiple countries (including
South Africa, Somalia, Yemen, and Palestine) with complex internal networks, the transactional model
would be more effective for internal communication. GOTG’s internal stakeholders include field teams,
logistics coordinators, medical volunteers, and administrative staff scattered across different regions and
time zones (as shown by the organisation’s offices and operations in multiple African and Middle Eastern
locations).¹ Such diversity necessitates ongoing feedback and clarification to adapt to rapidly changing
ground conditions, evolving crisis contexts, and culturally varied team dynamics. The transactional model’s
emphasis on mutual feedback supports responsive decision- making and continuous coherence among teams.
In contrast, a purely transmission- based approach might fail to ensure understanding across different
linguistic, cultural, or operational environments. Given GOTG’s reliance on teamwork to mobilise disaster
response in places as diverse as Gaza, Somalia, and Zimbabwe, internal communication must be dialogical,
iterative, and context- aware, making the transactional model the appropriate choice for internal
organisational communication.
QUESTION 2
Identify examples of three (3) different organisational communication channels that Gift of the Givers
can use. For each example, explain how the chosen channel suits the specific message and stakeholder
group. (10)
Organisational communication channels facilitate the flow of information within and outside an organisation.
For Gift of the Givers, effective communication channels must support operational coordination, donor
engagement, and community responsiveness.
One key channel is email newsletters and internal memos. This channel is suited to conveying formal
updates such as changes in organisational policy, strategic planning outcomes, or internal reports to
QUESTION 1
Analyse the key difference between the transmission and transactional models of communication.
Evaluate which model would be more effective for Gift of the Givers’ internal communication. Justify
your answer. (10)
The transmission model of communication conceptualises communication as a one- way process where a
sender transmits a message to a receiver through a channel, often focusing on clarity and accuracy of the
message itself. It assumes a linear flow where the sender encodes, sends, and the receiver decodes, with little
emphasis on feedback or context. This model views communication as information delivery rather than
shared sense- making.
By contrast, the transactional model of communication sees communication as a dynamic, interactive
process in which all participants are simultaneously senders and receivers. The transactional model
highlights feedback loops, shared meaning, and the influence of context, culture, and prior experiences on
communication outcomes.
In practice, the transmission model is effective for simple, unidirectional messages where feedback is not
immediately required, such as press releases or formal announcements. It assumes that meaning lies in
accurate transmission of information from sender to receiver. The transactional model, however, emphasises
the co- creation of meaning through continuous exchange and feedback.
For Gift of the Givers (GOTG), an active humanitarian NGO operating in multiple countries (including
South Africa, Somalia, Yemen, and Palestine) with complex internal networks, the transactional model
would be more effective for internal communication. GOTG’s internal stakeholders include field teams,
logistics coordinators, medical volunteers, and administrative staff scattered across different regions and
time zones (as shown by the organisation’s offices and operations in multiple African and Middle Eastern
locations).¹ Such diversity necessitates ongoing feedback and clarification to adapt to rapidly changing
ground conditions, evolving crisis contexts, and culturally varied team dynamics. The transactional model’s
emphasis on mutual feedback supports responsive decision- making and continuous coherence among teams.
In contrast, a purely transmission- based approach might fail to ensure understanding across different
linguistic, cultural, or operational environments. Given GOTG’s reliance on teamwork to mobilise disaster
response in places as diverse as Gaza, Somalia, and Zimbabwe, internal communication must be dialogical,
iterative, and context- aware, making the transactional model the appropriate choice for internal
organisational communication.
QUESTION 2
Identify examples of three (3) different organisational communication channels that Gift of the Givers
can use. For each example, explain how the chosen channel suits the specific message and stakeholder
group. (10)
Organisational communication channels facilitate the flow of information within and outside an organisation.
For Gift of the Givers, effective communication channels must support operational coordination, donor
engagement, and community responsiveness.
One key channel is email newsletters and internal memos. This channel is suited to conveying formal
updates such as changes in organisational policy, strategic planning outcomes, or internal reports to
