C
,OM1511 Assignment 1 (COMPLE
INTRODUCTION
Communication plays a fundamental role in shaping
human interaction, cultural identity, and social
understanding. In the African context, communication
extends beyond the simple exchange of information; it is
deeply rooted in communal values, relationships, and
shared meaning. This assignment explores different types
of communication from an African perspective, examines
the Shannon–Weaver model, discusses cultural influence
on perception, analyses media framing and priming, and
distinguishes between hearing and listening. Through this
discussion, the importance of culturally sensitive and
effective communication is highlighted.
QUESTION 1
1.1 Two Types of Communication Relating to the
African Perspective
In the African context, communication is largely
influenced by communalism, respect, and
interconnectedness. Two important types of
communication that relate strongly to the African
perspective are oral communication and non-verbal
communication.
Firstly, oral communication plays a central role in
African societies. Storytelling, proverbs, folktales, praise
poetry, and communal dialogue are traditional methods
of transmitting knowledge, values, and history from one
, generation to another. Oral traditions are not merely
entertainment; they serve as tools for education, moral
guidance, and cultural preservation. Elders are often
regarded as custodians of wisdom, and communication
occurs in a respectful and participatory manner.
Secondly, non-verbal communication is highly
significant in African cultures. Gestures, facial
expressions, tone, silence, posture, and eye contact carry
important meanings. For example, prolonged eye contact
with elders may be considered disrespectful in some
African communities, while silence may signify respect,
agreement, or reflection rather than misunderstanding.
Therefore, communication is understood holistically and
contextually.
These types of communication emphasize relationships,
collective identity, and shared understanding rather than
individual expression alone.
1.2 Elements of the Shannon–Weaver Model
The Shannon–Weaver Model of Communication is a
linear model developed in 1949 to explain how messages
are transmitted from sender to receiver. The key
elements of this model include:
1. Sender (Information Source) – The person who
creates and sends the message.
2. Encoder (Transmitter) – Converts the message into
signals (e.g., speech, text).
,OM1511 Assignment 1 (COMPLE
INTRODUCTION
Communication plays a fundamental role in shaping
human interaction, cultural identity, and social
understanding. In the African context, communication
extends beyond the simple exchange of information; it is
deeply rooted in communal values, relationships, and
shared meaning. This assignment explores different types
of communication from an African perspective, examines
the Shannon–Weaver model, discusses cultural influence
on perception, analyses media framing and priming, and
distinguishes between hearing and listening. Through this
discussion, the importance of culturally sensitive and
effective communication is highlighted.
QUESTION 1
1.1 Two Types of Communication Relating to the
African Perspective
In the African context, communication is largely
influenced by communalism, respect, and
interconnectedness. Two important types of
communication that relate strongly to the African
perspective are oral communication and non-verbal
communication.
Firstly, oral communication plays a central role in
African societies. Storytelling, proverbs, folktales, praise
poetry, and communal dialogue are traditional methods
of transmitting knowledge, values, and history from one
, generation to another. Oral traditions are not merely
entertainment; they serve as tools for education, moral
guidance, and cultural preservation. Elders are often
regarded as custodians of wisdom, and communication
occurs in a respectful and participatory manner.
Secondly, non-verbal communication is highly
significant in African cultures. Gestures, facial
expressions, tone, silence, posture, and eye contact carry
important meanings. For example, prolonged eye contact
with elders may be considered disrespectful in some
African communities, while silence may signify respect,
agreement, or reflection rather than misunderstanding.
Therefore, communication is understood holistically and
contextually.
These types of communication emphasize relationships,
collective identity, and shared understanding rather than
individual expression alone.
1.2 Elements of the Shannon–Weaver Model
The Shannon–Weaver Model of Communication is a
linear model developed in 1949 to explain how messages
are transmitted from sender to receiver. The key
elements of this model include:
1. Sender (Information Source) – The person who
creates and sends the message.
2. Encoder (Transmitter) – Converts the message into
signals (e.g., speech, text).
