UNIT 1: COMMUNICATION THEORY
LEARNING OUTCOMES
After studying this unit, you should be able to:
• Explain the communication process
• Identify and analyse the elements of communication models
• Identify the different types of communication
• Understand the different contexts in which communication occurs
• Recognise the various forms of verbal and non-verbal communication
• Compare external and internal communication
• Identify possible barriers to communication
• Understand how non-verbal symbols are used to communicate meanings
1.1 WHAT IS THE COMMUNICATION THEORY?
Communication theory was proposed by S.F. Scudder in the year 1980. It cogently states
that all living beings existing on the planet communicate although the way of
communication is different. These are the examples:
i. Plants communicate their need to be taken of and watered immediately
through visible changes in the colour of the leaves, and the falling of leaves
and flowers.
ii. Animals communicate by sounds, several movements to indicate that they
are hungry or unwell or need medical attention.
iii. A mother would never understand that her child is hungry unless and until
the child cries. In this context, crying will be perceived as a form through
which the child communicates that he/she is hungry and needs food.
1
, 1.1.1. THE COMMUNICATION PROCESS
The process of communication can be illustrated as follows:
1.2 COMPONENTS OR ELEMENTS IN THE COMMUNICATION MODEL
Communication is made up of eight major components, which are the objects of study of
the Communication Theory. These are interdependent and are considered as basic elements
of any communication process. They include:
1. Sender
This is the person who initiates the communication. This person is sometimes
referred to as the source, the communicator or the encoder.
2. Encoding
This is an act of making the idea accessible to others, of putting an idea into a code so that it
becomes perceptible to the receiver. This can be done into two ways, using a
or a .
3. Message
The word ‘Message’ refers to a concept, information, communication or statement
that is sent in an oral/graphic/written/audio/visual/audio-visual form to the recipient.
2
, 4. Channel or medium
A message is sent from sender to receiver and feedback is sent from receiver to
sender through various means. Examples of mediums commonly used in business
and professional communication include the telephone, email and meetings (face to
face or virtually).
It is important to note that the choice of medium will always depend on a number of
factors, including:
• Geographical distance/proximity
• Space
• The nature and complexity of the message
• Feedback requirements
• Time
• Cost
All the above-mentioned factors play a larger role in the theory of communication.
For example, if you were in Saudi Arabia and needed to convey an urgent, but fairly
simple message to someone in Pretoria, you would . Justify
your answer using your own words.
5. Receiver/audience
The receiver or audience is the destination of the message, the decoder, or the end
point of communication. In a more practical sense, it is the person to whom the
sender directs the message.
6. Decoding
The receiver or audience interprets in order to understand. In a more traditional
sense, the person who receives the message from the communicator tries to convert
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LEARNING OUTCOMES
After studying this unit, you should be able to:
• Explain the communication process
• Identify and analyse the elements of communication models
• Identify the different types of communication
• Understand the different contexts in which communication occurs
• Recognise the various forms of verbal and non-verbal communication
• Compare external and internal communication
• Identify possible barriers to communication
• Understand how non-verbal symbols are used to communicate meanings
1.1 WHAT IS THE COMMUNICATION THEORY?
Communication theory was proposed by S.F. Scudder in the year 1980. It cogently states
that all living beings existing on the planet communicate although the way of
communication is different. These are the examples:
i. Plants communicate their need to be taken of and watered immediately
through visible changes in the colour of the leaves, and the falling of leaves
and flowers.
ii. Animals communicate by sounds, several movements to indicate that they
are hungry or unwell or need medical attention.
iii. A mother would never understand that her child is hungry unless and until
the child cries. In this context, crying will be perceived as a form through
which the child communicates that he/she is hungry and needs food.
1
, 1.1.1. THE COMMUNICATION PROCESS
The process of communication can be illustrated as follows:
1.2 COMPONENTS OR ELEMENTS IN THE COMMUNICATION MODEL
Communication is made up of eight major components, which are the objects of study of
the Communication Theory. These are interdependent and are considered as basic elements
of any communication process. They include:
1. Sender
This is the person who initiates the communication. This person is sometimes
referred to as the source, the communicator or the encoder.
2. Encoding
This is an act of making the idea accessible to others, of putting an idea into a code so that it
becomes perceptible to the receiver. This can be done into two ways, using a
or a .
3. Message
The word ‘Message’ refers to a concept, information, communication or statement
that is sent in an oral/graphic/written/audio/visual/audio-visual form to the recipient.
2
, 4. Channel or medium
A message is sent from sender to receiver and feedback is sent from receiver to
sender through various means. Examples of mediums commonly used in business
and professional communication include the telephone, email and meetings (face to
face or virtually).
It is important to note that the choice of medium will always depend on a number of
factors, including:
• Geographical distance/proximity
• Space
• The nature and complexity of the message
• Feedback requirements
• Time
• Cost
All the above-mentioned factors play a larger role in the theory of communication.
For example, if you were in Saudi Arabia and needed to convey an urgent, but fairly
simple message to someone in Pretoria, you would . Justify
your answer using your own words.
5. Receiver/audience
The receiver or audience is the destination of the message, the decoder, or the end
point of communication. In a more practical sense, it is the person to whom the
sender directs the message.
6. Decoding
The receiver or audience interprets in order to understand. In a more traditional
sense, the person who receives the message from the communicator tries to convert
3
