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The Oxford dictionary defines communication as “the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs.” It is also defined as a “means of sending messages,” and in biology, it’s an “activity by one organism that changes the behaviour of other organisms.”
When we break this definition down, it is vital to notice that for communication to happen, there is a sender, a receiver, and a message that is being transferred; that message has a purpose and an intended meaning to be shared.
When we delve into communication a little further and look at a more recent, revised definition of communication: “A continuous, transactional process involving participants operating within specific contexts where they create a relationship, by simultaneously sending and receiving messages via channels, many of which are distorted by noise.”
The definition we have here still outlines that communication is the sending and receiving of messages. Still, it also considers three vital components that have a considerable influence on communication outcomes. These three components are:
1. Communication transactions run within a context that will always affect the message being shared, whether big or small, positive or negative.
2. Within each exchange, messages are not the only thing created; relationships are too. Human interactions will always hold some form of a relationship being built upon.
3. Whilst we can hone our communication skills, empathy, and emotional management, it is key to keep in mind that the transaction of messages can be distorted by ‘noise’- this could include assumption, stereotyping, misinformation, lack of education, emotionally charged discourse, etc.
Pullquote in here from somebody or a CTA.
Linear communication
In linear communication, information is transferred from a sender to a receiver who has no opportunity to give feedback. A benefit to this type of communication is that it can efficiently produce an immediate effect. It involves information typically and is often directive and used to persuade a person to act. However, as you can imagine, this is not very inclusive and is a limited form of interaction, primarily used for instructions or advertising and calls to action. It’s most recent use was by government’s and health authorities during the pandemic where messaging was simplistic and directive for the avoidance of doubt.
In this form of communication, two parties are involved and can share information back and forth. Instantly more personal, it allows both parties to play an active role in communicating rather than only having the possibility to be a passive listener. The benefits to this type of communication are that it involves a form of acknowledgment, leading to less ambiguity or misunderstanding, and communicators can be more expressive.
The Transactional Model considers that in real-world communication, both individuals take turns in being the sender and receiver simultaneously, and therefore the sender/receiver roles cease – participants just become communicators. Both people share messages back and forth, becoming co-creators of meaning, which is set against four types of context: Social, Physical & Psychological, Cultural, and Relational.
In this model, both contributors are accepted as being self-governing and are able to adapt and create, which leads to more effective communication. Cultural, relational and social systems become the most potent elements of these communications, whilst physical and psychological context can promote or undermine the message.
The Lasswell Model of communication, whilst linear, goes beyond the sender and recipient concept, factoring in multiple contextual elements. If using Lasswell’s theory, you have to consider five elements:
In this way, we can look at the communication itself and its function.
According to Lasswell, there are three primary functions for communication:
While there are other models such as the Berlo and Barnlund & Schramm, the advantage of this model is that it focuses heavily on the effect of communication. When we consider what impact our contact might have, or indeed what effect we might like it to have, we can quickly become more mindful and efficient communicators. The other benefit of this model is that we can use its theory and apply it to many different types of communication. The disadvantages are that it is still a ‘linear’ model and that neither feedback nor noise is considered.
The Westley and Maclean model is an interactive one that acknowledges that feedback is crucial in communications and stresses the importance of the environment and culture as key influences. It suggests that what we communicate and say depends on who we are, our background, and the perspective we approach questions from. The model considers the context (environmental factors, culture, beliefs and personal experience) that is the subject of communication and those who give and receive messages. The model also puts the message within a larger social context that must be considered to understand and comprehend the message.
Dance’s Helical Model is transactional and sees communication as the process of circular communication that becomes more complex the further and more deeply, we interact.
When we interact with other people, their feedback can influence the following statements we make.
We learn more with each communication step, allowing us to expand our circle. Using different techniques unique from the last, no interaction will ever repeat itself.
It may be helpful to look at the different forms of communication within an organisational structure and note their pros and cons.
Initially, in business, a top-down communication approach is most often taken. Information or instructions are passed down using a hierarchical structure and is filtered, so those receiving it are only getting the communication relevant to them and their position. Some perceive this as a more efficient approach as employees are not saturated with irrelevant information, and in more prominent companies, it reduces the risk of mistakenly leaked information. The same has become truer with digital communication as cookie-based profiling and personalization has delivered similar benefits to users.
A bottom-up form of communication is less hierarchical in structure and utilises the theory that information shared more equally is beneficial to an organisation. In this sense, everyone can exchange news and ideas for a more collaborative approach.
Bottom-up communication is more plausible and popular with smaller companies and teams. It takes the initiative that keeping all employees informed of all information allows for a more team-inspired working environment.