SECOND SEMESTER 2017/2018 SESSION
SCCA1013 INTRODUCTION TO COMMUNICATION
¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬ Group C
INDIVIDUAL ASSIGNMENT I
DISCUSS FOUR (4)
FUNCTIONS OF COMMUNICATION
AND WHY THEY ARE IMPORTANT TO THE SOCIETY
DR. SYARIZAN BINTI DALIB
NOR HAZIRAH BINTI MOHAMAD ALI
According to (Krishnamacharyulu, 2008) the term "communication" has been derived from the Latin "communis" that means "common". Thus "to communicate" means "to make common" or "to make known", "to share" and includes verbal, non-verbal and electronic means of human interaction (Velentzas & Broni). Communication skills are important to everyone and it's nearly impossible to go through a day without the use of communication. We can define communication as a sending and receiving information between two or more people. Therefore the person sending the message is referred to as the sender, while the person receiving the information is called the receiver. The information conveyed can include facts, ideas, concepts, opinions, beliefs, attitudes, instructions and even emotions (Grimsley, n.d.). In order to make communication effective, the sender should know how the reaction of the receiver. When the receiver sends back his response to the sender in connection with the message received, it is called two-way communication and then through two-way communication, parties can exchange their views, attitudes, feelings, new, messages information, data and so on.
Figure: Simple Chart of a Communication Process
Why do we communicate? By nature, we are a social being who need other to survive and thrive in our society. Communication allows us to form societies, create our identities and accomplish a variety of tasks. Most importantly, we use communication to bridge the gap between people and to form a common ground. To gain individual objectives, communication performs quite a few functions and it's important to society.
Some of its major functions of communication are convey and creates information. So that we cannot denied that informing messages to other are the part of function of communication. In fact, it really is done verbally or non-verbally. Verbal messages might be either oral or written. On the other hand, non-verbal messages can be sent via human body language, gestures, posture and so on. In fact, the idea of informing within an organization is to provide data and information so that employees can effectively complete their job. The information conveyed are to ensure that an employee is aware of the rules and procedures of an organization. It also eliminates job uncertainty for workers when they are fully informed. In fact, the basic requirement of adapting and adjusting oneself to the environment is information. There must be some information about what is going on in the environment which concerns the people. The receiving or giving of information underlines all communication functions, either directly or indirectly (Kamat, 2012). Communication also helps us create information and knowledge. Have you ever worked in a group and found that you were coming up with new ideas and concepts as your discussion progressed? Through communication, we create information and knowledge. We learn from one another and use that information to develop new idea and concepts (Dunn & Goodnight, 2008).
In society, convey and creates information are important because can spread knowledge and information to everyone. Communication will encourage learning and adoption of various skills, for example, social-cultural knowledge, language proficiency, social competence and strategic knowledge then, skills abilities that are vital to survival and efficiently functioning in society. Additionally, as we all know, knowledge will spread through authors communicating their expertise and experience in different world topics through books and then teachers will utilize in classrooms to impact education. In the work environment, employees will share their information with each other and with their customers by using these skills.
The second function of communication is persuasion. We cannot deny that we persuade people every day, whether it's getting our children to clean their rooms, asking a colleague to help with a project, or convincing our supervisors to give our team more resources (Gilbert , 2010). In business, management will persuade the employees to make certain that employees persuade management so that management accepts their ideas, opinions, and suggestions. The business also communicates with external stakeholders to persuade them (Communication, n.d.). For example, in order to persuade, a speaker has to construct arguments that appeal to audience members and the arguments form around three components such as a claim, evidence, and warrant. The claim is the statement that will be supported by evidence. Your thesis statement is the overarching claim for your speech, but you will make other claims within the speech to support the larger thesis and evidence, also called grounds, supports the claim. The main points of your persuasive speech and the supporting material you include serve as evidence (Communication in the Real World: An Introduction to Communication Studies, 2016).
In society, persuasive is very important and it can be used in seminars and training sessions to keep the attention of an audience that may not be motivated to attend your talk. The first thing we must do is introduce your subject by telling those assembled why it is important to them. In fact, when we have sales, we can use persuasive for selling a product or service, your ability to use a persuasive presentation is important to your success. You also must convince your listeners that you have what they want by explaining their needs and how you can fill them. You also can close the sale by detailing the advantages of the item and persuading prospects to make a purchase. Therefore, as we all know if we using facts, being earnest and showing passion, we must have a better chance of overcoming the objections of the audience to make the deal happen.
The third function of communication is entertainment. For Schramm, “entertainment is one of the key functions of communication from the point of view of the individual and also viewed socially”. In relation to mass communication, entertainment can be seen as a function of media use, it is widely listed as one of the uses and gratifications of media use for users. “One of the objectives of the mass media is to entertain, while the related objectives of the individual include enjoyment, relaxation and escape” (Chandler & Munday, 2011).
The function of entertainment in communication is important to society because entertainment is a kind of performance that provides pleasure to everyone. Mass media fulfill this function by providing amusement and assist in reducing tension to a large degree. Further, as we know that the channel like newspaper and magazines, radio, television and online medium offer stories, films, serials, and comics to entertain their audience. Sports, news, film review, columns on art and fashion are other instances. It makes audience recreational and leisure time more enjoyable. In fact, small businesses can use entertainment to take this opportunity to further their essentially free access to marketing. There is no need for your business to have a large advertising budget now, as you can simply and rather inexpensively create and post electronic commercials and virtual billboards that have the potential to reach thousands of potential customers.
The last function of communication is observation. Objective observation is usually factual which you would be able to see and measure. It's extremely important to observe people's reactions when you're communicating with them because a significant percentage of communication is actually body language, so scrutinizing how individuals physically react to you when engaging with them will give you important clues. Improving your observation skills allows you to “listen” with more than just your ears and make better decisions. It also enhances your ability to interact with others and to respond in an appropriate manner. Both are keys to success at work and at home. Therefore, in the workplace, a good employee not only listens well but is also aware of what is happening around them.
In society, we cannot deny that observation is important because we can see the society closely and continuously and warn about threatening actions to the society that is likely to happen in future in order to decrease the possible loss. Through observation, we can accept and learn about culture in society. Through this observation, we learn how to become a member of our society or human society in greater sensitivity and it can help everyone to shape behaviors, attitudes, and beliefs. It's can bring people close and ties them single unity.
In conclusion, communication is the interdependent process of sending, receiving and understanding messages. Although it is an ongoing, dynamic process that changes from one communication setting to the next, there are certain components that are always present people, a message, encoding, decoding, the channel, feedback, the context and noise. Therefore, communication function have in several ways such as convey and creates information, persuasion, entertainment and observation. Communication also can take place when we interact with one other person, when we interact with a small group and when we speak to an audience. As we know, it is no doubt that communication plays a vital role in human life. It not only helps to facilitate the process of sharing information and knowledge but also helps people to develop relationships with others. Therefore, the function and importance of communication cannot be underestimated because as we know that, every day we communicate with a lot of people including our families, our friends, our colleagues, or even strangers. We should learn how to communicate effectively to make our lives better.
Chandler , D., & Munday, R. (2011). A Dictionary of Media and Communication. Oxford University Press.
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Dunn, D. M., & Goodnight, L. J. (2008). Communication Embracing Difference. United States: Pine Tree Composition, Inc.
Gilbert , M. (2010, December 24). Effective Persuasion Through Good Communication. Retrieved from Corporate Compliance Insights: http://www.corporatecomplianceinsights.com/effective-persuasion-through-good-communication/
Grimsley, S. (n.d.). What is Communication? Definition & Importance. Retrieved from Study.com: https://study.com/academy/lesson/what-is-communication-definition-importance.html#transcriptHeader
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Velentzas, J., & Broni, G. (n.d.). Communication Cycle: Definition, Process, Model and Examples. Greece: Technological Institute of Western Macedonia.
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