Chapter 1

Communication

chapter 1 1
chapter 1 2
chapter 1 3
Introduction
• Communication is certainly a tool for conducting the everyday business of our
lives, it is also at the core of
• who we are.
• what we think.
• what we do.

• The debate over whether communication reflects or creates the reality we call
our lives oversimplifies the relationship between communication and the things
about which we communicate

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Introduction
• Our communication reflects the world within
and around us and simultaneously creates it.
• For now, “symbols shape meaning” is a phrase
that best captures the idea that communication
gives meaning to reality, whether reality is an
object in the physical world or an idea in our
minds. Imagining the meaning of any pre-
existing thing or thought in this world
untouched by communication is difficult
• In short, communication plays a significant role
in who we are, what we know, and what we do

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Introduction
• There is no “mass” communication because there is no “mass”
audience.

Instead, there are many types of audiences:

• Some audiences last only a few hours. (ex: Conference attendees)
• others last for a whole season. ( ex: Egyptian football fans)
• Some audiences are based on a need for immediate information. (ex: News Viewers)
• some on in-depth information (ex: Readers of news magazines)
• some on a need for political stimulation, musical entertainment, romantic fantasy

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Introduction
• Communication is central to being human. It is through one or
another means of communication
• words we use
• our facial expressions
• our body language
• works of art we create, and so on
Through that, we reveal our emotions, learn, teach things to others,
and relate in complicated ways to other human beings and society.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
First Thing First

What is Communication ?

‘Communication is any behavior that results

in an exchange of meaning’
- American Management Association

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
What is communication?

When you asked to define communication, how will you respond?

• Most people will relate to the forms of communication – talking or listening. But
communication goes beyond that.
• Communication involves getting information from one person to the other person. Yet
even this is not a complete definition because effective communication involves the
perception of the information as much as the delivery of that information.
• We can define communication as the art and process of creating and sharing
ideas.
• Effective communication depends on the richness of those ideas. In order to be
effective at communicating, there are a number of skills that you can relay. Which skill
will you depend upon your situation, the receiver of your communication, and the
information that you need to convey.

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G A L A L A U N I V E R S I T Y T H I N K N E X T G E N 10
 Good communicators are born, not made.

The more you communicate, the better at it you will be

In your interpersonal communications, a good guide to follow is

to be as open and supportive as you can be

The best guide to follow when communicating with people from

other cultures is to ignore the differences and treat the other
person just as you'd treat members of your own culture

Fear of meeting new people is detrimental and must be

eliminated

When there is conflict, your relationship is in trouble.

G A L A L A U N I V E R S I T Y 11
T H I N K N E X T G E N
 Provide
Persuade
information

Express Seek
Emotions Information

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
1. Persuade
We communicate to persuade: It
means that we want someone to do
something and this desire of ours is
communicated.
Ex: The mother patting the child to
stop crying, the advertiser
displaying a model in a new T-Shirt
and the politician (urging) his
audience to vote for him are all
having the same objective of
persuading, while communicating it
differently.
G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
2. Provide Information

• We communicate in order to give

or provide information: The
science teacher demonstrating an
experiment, the bank announcing
a reduction in interest rates and
the finance minister, presenting
the budget are all communicating
to provide information.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
3. Express our Emotions
• We communicate to express our
emotions like courage or fear, joy or
sorrow, satisfaction or
disappointment with appropriate
gestures and words.
• Some people have unlimited skill to
emote, (i.e., to display excessive
emotion) to suit the occasion.
• Our politicians are capable of
emoting well, which by itself is a
communication skill.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
4. Seek Information

We communicate seeking
information: A passer by asking you
the way to the post-office, the
student asking the teacher for some
clarification or the investigating
policeman making discreet
enquiries are all seeking information
by using this communication skill.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Why Do We Communicate in
Business?

G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
 Why We Communicate in Business?

Employees
Integration Instruction Evaluation Direction
Orientation

Image
Influencing Information Teaching Other
Building
 Communication
Types

Formal Informal Verbal Non-Verbal

Communication Communication Communication Communication

Oral Written
Communication Communication Body
Paralanguage
Language

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 Communication
Types

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Formal Communication: Informal Communication:
It is the exchange of official Is the casual and unofficial form
information that flows along the of communication wherein the
different levels of the information is exchanged
organizational hierarchy and spontaneously between two or
adapts to the professional rules, more persons without following
policy, standards, processes and the official rules, formalities, and
regulations of the organization. chain of command.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 Communication
Types

Verbal Non-Verbal
Communication Communication

Oral Written Body

Paralanguage
Communication Communication Language

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 What is Verbal Communication?
Verbal communication refers to the
production of spoken language to send
an intentional message to a listener.
wherein the message is transmitted
through oral or written words.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Functions of Verbal Communication (Language)
• We all use language so automatically that we usually don’t think about the
many roles it plays.
• language helps us do everything from ordering lunch to giving directions
to writing love poems.
• A single utterance can function in a variety of ways.
• For example, a simple “thank you” not only expresses gratitude, it also can
increase feelings of intimacy and liking.
• Understanding the ways language functions can help you communicate
more effectively.
• language can serve at least seven functions: instrumental, regulatory,
informative, heuristic, interactional, personal, and imaginative.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Functions of Verbal Communication (Language)
• Functions of Language
• Instrumental
Use of language to obtain what you need or desire
Ex: When you invite friends to dinner, the invitation is instrumental in that you want your friends to come to dinner and the invitation helps
make that happen.
• Regulatory
Use of language to control or regulate the behaviors of others
Ex: In your invitation, you may ask your friends to bring a main dish or a dessert, as a way of regulating their behavior.
• Informative
Use of language to communicate information or report facts
Ex: When you invite your friends to dinner, you usually include the date and time to inform them of when you want them to come.
• Heuristic
Use of language to acquire knowledge and understanding
Ex: When you want to invite friends to dinner, you may ask them if they are available at that date and time to learn if your dinner is going to
occur as scheduled or if you need to change the date.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Functions of Verbal Communication (Language)

• Functions of Language
• Interactional
Use of language to establish and define social relationships
Ex: When you invite your friends to dinner, you engage in a behavior that helps maintain your relationship
with them as friends.
• Personal language
Use of language to express individuality and personality
Ex: When you invite your friends to dinner you might jokingly say, “Don’t bring that cheap dessert, like you
did last time.” In this way, you use language to express your sense of humor.
• Imaginative
Use of language to express oneself artistically or creatively as in drama, poetry,
or stories

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Components of the Language
Rules of grammar
• Every language has its own rules of grammar—the structural
rules that govern the generation of meaning in that language. In
this section, we examine the role each plays in the
communication process.
• Four components:
• Phonology
• Syntax
• Semantics
• Pragmatics

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Components of the Language

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Components of the Language
• Phonology:
Sounds Phonology is the study of the sounds that compose individual
languages and how those sounds communicate meaning.
Basic sound units are called phonemes.
They include vowels, consonants, and diphthongs (pairs of letters that operate
as one, such as th).

• Syntax:
Rules Syntax refers to the rules that govern word order Because of these
rules, people combine words consistently in ways that make sense and make
communication possible.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Components of the Language
• Semantics:
Is the study of meaning, which is an important component of communication
In choosing the “right” words, you have to consider the two types of meaning
that words convey: denotative and connotative—terms

The denotative: meaning refers to the dictionary, or literal, meaning of

a word and is usually the agreed upon meaning for most speakers of the
language.

The Connotative meanings, which are the affective or interpretive

meanings attached to them.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Components of the Language
• Pragmatics :
The field of pragmatics seeks to identify patterns or rules people follow when
they use language appropriately.
In the case of pragmatics, the emphasis is on how language is used in specific
situations to accomplish goals.
For example, scholars who study pragmatics might seek to understand the
rules for communicating appropriately in a sorority, a faculty meeting, or a
place for woreship. They would do this by examining communication that is
successful and unsuccessful in each setting.
The three units of study of pragmatics are speech acts, conversational
rules, and contextual rules.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Components of the Language
• Pragmatics :
Speech act theory:
When people communicate, they do not just say things, they also do
things with their words.
For example, speech act theorists argue that when you say, “I bet you ten pounds
Zamalek will defeat Al Ahly” you aren’t just saying something, you actually are doing
something. That something you are doing is making a bet.

Conversational rules:
Govern the ways in which communicators organize conversation.
For example, one rule of conversation in U.S. English is that if someone asks you a
question, you should provide an answer. If you do not know the answer, others expect you to
at least reply, “I don’t know” or “Let me think about it.”

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Components of the Language
• Pragmatics :
Contextual Rules:
No matter what language or dialect you speak, your use of language
varies depending on the communication situation
For example, you probably wouldn’t discuss the same topics in the same way at a
funeral as you would in a meeting at your workplace, in a courtroom, or at a party.

* Dialect means a variation of a language distinguished by its vocabulary,

grammar, and pronunciation

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
Oral Communication
A-Oral Communication:

Oral communication is the exchange of information and ideas

through spoken word. It can be directly in person in a face-to-face
interaction or through an electronic device such as a phone, video
platform or radio

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Oral Communication
Can be done through

Face to Face Electronic Devices

 Oral Communication
Advantages Vs. Limitations
Speed

Attention No evidence
Grabbing
Time & Money Limitations Not appropriate
Advantages
Saving when the matter
is controversial.
Instant More prone to
Feedback physical noise
Non-Verbal Clues
Enhancement
G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
B. Written Communication:
It refers to the process of conveying a message through the
written symbols. In other words, any message exchanged
between two or more persons that make use of written words
is called as written communication.. Example: Simply any
hand written, typed, Newspaper, printed word documents,
letters, books and magazines.

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2- Non-Verbal Communication:

Any communication without spoken words, conversation and written languages are
called Non-Verbal Communication. It is the transfer of information through body
language, facial expressions, and gestures.
Non-verbal communication is dependent on expressions and physical movements
as opposed to Verbal Communication.
It happens through signs, symbols, colours, gestures, body language or any facial
expressions.

G A L A L A U N I V E R S I T Y chapter 1 T H I N K N E X T G E N 39
THE IMPORTANCE OF NONVERBAL COMMUNICATION
Nonverbal communication plays an important role in social interaction. It
helps us express and interpret the verbal aspects of communication
—such as when a person:
■ smiles to reinforce an expression of thanks;
■ uses the “OK” sign to substitute for saying “I am all right”;
■ laughs flirtatiously to contradict the words, “I hate you”;
■ puts his fingers close together to illustrate how thin his new computer is.

G A L A L A U N I V E R S I T Y chapter 1 T H I N K N E X T G E N 40
 Non-Verbal
Communication

Body Paralanguage
Language

Non-Vocal: Vocal:
Body language (gestures, Paralanguage (pitch,
facial expressions, eye volume, speaking rate,
contact, etc.) etc.)

*Pitch is the “highness or

lowness of your voice”
G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 What is Body
Language?
§ Body language means the
changes that occur in the body
position and movements that
shows what the person is feeling
or thinking.

Unconscious Conscious
 Unconscious Body Language

§ Unconscious movements are of biological origin and cultural customs are as

follows:

Biological Cultural
 Unconscious Body Language
Biological Cultural

§ Certain body shapes, skin

color and features cause
persons to have some kinds
of gestures. expressions and
postures.
 Unconscious Body Language

Biological Cultural

§ Customs like not sitting cross-legged before elders, not looking straight in the eye of elder
or senior, are culture specific.
 Conscious Body Language

§ Conscious Body Language are things you actually “do” to convey certain
messages.
Conscious Body Language
Appearance
Conscious Body Language
Facial
Expressions
Conscious Body Language
Eye
Contact
Conscious Body Language
Smile
Conscious Body Language
Posture
Conscious Body Language
Gestures
Conscious Body Language
Clothing
Conscious Body Language
Accessories
Conscious Body Language
Energy
Conscious Body Language
Time
(Chronemics)
Conscious Body Language
Space / Distance

Intimate (Under 18 Inches)

Personal (18 Inches to 4 Ft)

Social (4 to 12 Ft)

Public (12 to range of eyesight

and hearing)
How Nonverbal Communication Affect Verbal ?

“we can discuss the interdependence that exists between nonverbal and verbal messages as
below :
"First, we can use nonverbal signals to emphasize our words. All good speakers
know how to do this with forceful gestures, changes in vocal volume or speech rate,
deliberate pauses .
"Second, our nonverbal behaviour can repeat what we say. We can say yes to
someone while nodding our head ... ."
"Third, nonverbal signals can substitute for words. Often, there isn't much need to put
things in words. A simple gesture can suffice (e.g., shaking your head to say no,
using the thumbs-up sign to say 'Nice job,' etc.). ..."

G A L A L A U N I V E R S I T Y chapter 1 T H E F U T U R E S TA R T S H E R E 58
"Fourth, we can use nonverbal signals to regulate speech. Called turn-
taking signals, these gestures and vocalizations make it possible for us to
alternate the conversational roles of speaking and listening ... ."
"Fifth, nonverbal messages sometimes contradict what we say. A friend tells
us she had a great time at the beach, but we're not sure because her voice is
flat and her face lacks emotion. ..."

G A L A L A U N I V E R S I T Y chapter 1 T H E F U T U R E S TA R T S H E R E 59
G A L A L A U N I V E R S I T Y chapter 1 T H E F U T U R E S TA R T S H E R E 60
 1. Communication is only about transmitting a message from the sender
to the receiver

2. Encoding is the process happens when you receive the message that
has been sent

Put 3. We communicate in business to manipulate our clients and employees

(True) Or ( False)
4. Effective communication depends only on your situation, and the
receiver of your communication

5. We communicate with others only verbally.

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 Understanding yourself
Johari Window Model
• The ‘Johari’ window model is a convenient method used to achieve to
improve self-awareness and personal development among individuals
when they are in a group.
• A Johari is represented as a common window with four panes. Two of
these panes represent self and the other two represent the part
unknown to self but to others.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 Johari Window Model
Here the information about the person his
attitudes, behavior, emotions, feelings,
skills, and views will be known by the
person as well as by others.
This is mainly the area where all the
communications occur and the larger the
arena becomes, the more effectual and
dynamic the relationship will be

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 Johari Window Model

• Information about yourselves that others

know in a group but you are unaware of
it.
• Others may interpret you differently than
you expect.
• The blind spot is reduced for efficient
communication by seeking feedback
from others

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 Johari Window Model
• Information that is known to you but will
be kept unknown from others. This can be
any personal information that you feel
reluctant to reveal. This includes feelings,
past experiences, fears, secrets, etc. we
keep some of our feelings and information
as private as it affects the relationships
and thus the hidden area must be reduced
by moving the information to the open
areas.
G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 Johari Window Model
• The Information which is unaware to
yourselves as well as others. This includes
information, feelings, capabilities, talents,
etc. The person will be unaware till he
discovers his hidden qualities and
capabilities or through observation of
others. Open communication is also an
effective way to decrease the unknown
area and thus communicate effectively.

G A L A L A U N I V E R S I T Y T H I N K N E X T G E N
 Communication Process/Cycle

Sender Message Encoding

Channel Receiver

Message
Decoding
Feedback

Noise/Brain Drain
 1- Sender
Who is the Sender?
The Sender is the Source of communication and is the originator of a
thought or an emotion.
As the developer of that thought or emotion, the source puts a message
into a code that can be understood by a receiver.

In order to be a good source, you need to be clear about the message

that you are sending. Do you know exactly what you want to
communicate? What result is it that you expect? If you cannot answer
these questions, you will be starting the communication process with a
high chance of failure.

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 Sender
7 “C”s of Communication

Correct
Complete Concrete

Concise Courtesy

Sender

Clear considerate
7
Sende
G A L A L A U N I
r “C”s
V E R S I T Y T H E F U T U R E S TA R T S H E R E
 1. Complete

Communication must be complete. It should convey all facts required by the

audience.
A complete communication has following features:
1. Complete communication persuades the audience.
2. Moreover, they are cost saving as no crucial information is missing and
no additional cost is incurred in conveying extra message if the
communication is complete.
3. A complete communication always gives additional information wherever
required. It leaves no questions in the mind of receiver.
4. Complete communication helps in better decision-making by the
audience/readers/receivers of message as they get all desired and
crucial information.
G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
 2.
Conciseness

• Conciseness means wordiness, i.e, communicating what you want to

convey in least possible words without forgoing the other C’s of
communication.
• Concise communication has following features:
1. It is both time-saving as well as cost-saving.
2. It underlines and highlights the main message as it avoids using
excessive and needless words.
3. Concise communication provides short and essential message in
limited words to the audience.
4. Concise message is more appealing and comprehensible to the
audience.
5. Concise message is non-repetitive in nature.
G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
 3. Clarity

Clarity implies emphasizing on a specific message or goal at a time, rather

than trying to achieve too much at once. Clarity in communication has
following features:
1. It makes understanding easier.
2. Complete clarity of thoughts and ideas enhances the meaning of
message.
3. Clear message makes use of exact, appropriate and concrete words.

G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
4. Concrete

Concrete communication implies being particular and clear rather than fuzzy
and general. Concreteness strengthens the confidence.
Concrete message has following features:
1. It is supported with specific facts and figures.
2. It makes use of words that are clear and that build the reputation.
3. Concrete messages are not misinterpreted.

G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
 5. Courtesy

Courtesy in message implies the message should show the sender’s

expression as well as should respect the receiver. The sender of the message
should be sincerely polite, judicious, reflective and enthusiastic.
Courteous message has following features:
1. Courtesy implies taking into consideration both viewpoints as well as
feelings of the receiver of the message.
2. Courteous message is positive and focused at the audience.
3. It makes use of terms showing respect for the receiver of message.
4. It is not at all biased.
G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
6. Correctness

Correctness in communication implies that there are no grammatical errors in

communication. Correct communication has following features:
1. The message is exact, correct and well-timed.
2. If the communication is correct, it boosts up the confidence level.
3. Correct message has greater impact on the audience/readers.
4. It checks for the precision and accurateness of facts and figures used in
the message.
5. It makes use of appropriate and correct language in the message.

G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
 7. Considerate

Consideration implies “stepping into the shoes of others”. Effective

communication must take the audience into consideration, i.e, the audience’s
view points, background, mind-set, education level, etc. Modify your words in
message to suit the audience’s needs while making your message complete.
Features of considerate communication are as follows:
1. Emphasize on “you” approach.
2. Empathize with the audience and exhibit interest in the audience. This will
stimulate a positive reaction from the audience.
3. Show optimism towards your audience. Emphasize on “what is possible”
rather than “what is impossible”. Lay stress on positive words such as
cheerful, committed, thanks, warm, healthy, help, etc.

G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
 2- Encoding
What is Encoding?
is the process of translating ideas, feelings, and thoughts into a code.
Vocalizing a word, gesturing, and establishing eye contact are means of
encoding our thoughts into a message that can be decoded by someone.
It requires knowing your audience and ensuring that your message
provides all of the information that they need.

G A L A L A U N I V E R S I T Y chapter 1 T H E F U T U R E S TA R T S H E R E 78
 3-Message
What is the Message?
It is the written, spoken, and unspoken elements of communication to
which we assign meaning. As we have noted, you can send a message
intentionally (talking to a friend before class) or unintentionally (falling
asleep during class); verbally (“Hi. What’s up?”), nonverbally (a smile and
a handshake), or in written form (this book); or through any number of
electronic channels.
The message is simply the information that you want to communicate.
Without a Message, There is No Cause for Communicating.
If you cannot summarize the information that you need to share, you
aren’t ready to begin the process of communication.

G A L A L A U N I V E R S I T Y chapter 1 T H E F U T U R E S TA R T S H E R E 79
 4-Channel
The channel is the method or methods that you use to convey your
message. The type of message you have will help to determine the channel
that you should use. Channels include face to face conversations, telephone
calls or videoconferences, and written communication like emails and
memos.
Each channel has its advantages and disadvantages. For example, you will
find it difficult to give complex technical information or instructions by using
just the telephone. Or you may get bad results if you try to give criticism via
email.

G A L A L A U N I V E R S I T Y chapter 1 T H E F U T U R E S TA R T S H E R E 80
 5-Receiver
Who is the Receiver?
The receiver is the person who decodes the signal and attempts to make
sense of what the source encoded
It’s important to realize that each person that receives your message will be
listening to it through their own individual expectations, opinions, and
perspectives. Their individual experiences will influence how your message
is received .

G A L A L A U N I V E R S I T Y chapter 1 T H E F U T U R E S TA R T S H E R E 81
Receiver
6 Receiver “Be”s

06 Be Constructive.
06 Be Descriptive. 01
01

05
05 Be Sensitive. Receiver Be Specific. 02
02

04
04 Be Realistic. 03 Be Positive. 03

G A L A L A U N I V E R S I T Y T H E F U T U R E S TA R T S H E R E
 6-Decoding
What is Decoding?
the process that is the opposite of encoding, occurs when the words or
unspoken signals are interpreted by the receiver.

Decoding happens when you receive the message that has been sent.
The communication skills required to decode message successfully
include the ability to read and comprehend, listen actively, or ask
clarifying questions when needed.

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T H E F U T U R E S TA R T S H E R E
 7- Noise

What is Noise?

Noise is interference. Noise keeps a message from being understood and

achieving its intended effect. Without noise, all our messages would be
communicated with considerable accuracy. But noise is always present. It can
be or it can be psychological, such as competing thoughts, worries, and
feelings that capture our attention

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 8-Feedback
What is Feedback?
It is the response to a message. Without feedback, communication is
less
likely to be effective. Feedback can be intentional (applause at the
conclusion of a symphony) or unintentional (a yawn as you listen to your
uncle tell his story about bears again); or it can be verbal (“That’s two
burgers and fries, right?”) or nonverbal (blushing after receiving
compliment)
Feedback lets you know how successful you were at communicating. It
also offers a chance to adjust your communication process for the
future.

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