1. Applied Communication Techniques (APCT5111)
Learning Unit 1:
Introduction Theory

2. Explain the nature of Communication theory - Fielding 2014: 10 – 12 -
What is communication?
Communication is the transactional process sending and receiving messages. The sender of the message intentionally encodes thoughts, ideas and/ or emotions, which is decoded by a recipient who provides feedback to show understanding.
What is communication theory?
A theory explains complicated phenomena (such as communication). Thus, theories investigate, explore or explain behaviours, processes, practices and outcomes relating to the field of communication. Often, models are used to simplify theories and is illustrative in nature.

3. Identify and briefly describe the nine (9) elements of the communication process - Fielding 2014: 14 – 24 -
Participant as SENDER
Participant as RECEIVER
Message
Medium
Channel
Feedback
Noise
Context
Result

4. SENDER
Initiator of the communication process
Known as the ‘encoder’
Senders choose the medium of transmitting the message appropriate for the purpose and audience
E.g. In a greeting where Mary says “Hallo” to John and John replies by saying “Hey there”; Mary is the sender
RECEIVER
The destination of the message
Known as the ‘decoder’
Responsible for sending feedback; understanding lies in the mind of the receiver
E.g. In a greeting where Mary says “Hallo” to John and John replies by saying “Hey there”; John is the receiver

5. MESSAGE
The message is the content/ information/ ideas/ emotions that the sender wants the receiver to get
The message needs encoding by the sender and decoding by the receiver
E.g. In a greeting where Mary says “Hallo” to John and John replies by saying “Hey there”; “Hallo” is the message
MEDIUM
The medium (media plural) is how the message is sent from the sender to the receiver
E.g. , language, computer, etc. In a greeting where Mary says “Hallo” to John and John replies by saying “Hey there”; language/ voice is the medium

6. CHANNEL
The audio, visual or audio-visual path a message follows from the sender to the receiver
E.g. In a greeting where Mary says “Hallo” to John and John replies by saying “Hey there”; audio (as you hear the message) would be the channel.
Also direction: upward, downward, horizontal and diagonal (e.g. grapevine)
FEEDBACK
Feedback is the responsibility of the receiver
It shows whether the receiver has understood/ not understood the message
Also referred to as ‘response’
E.g. In a greeting where Mary says “Hallo” to John and John replies by saying “Hey there”; “Hey there” is the feedback

7. NOISE
Noise is the interference to the flow of the message and causes misunderstanding
Noise may be: i) Physical/ External: e.g. Dogs barking to such an extend that it is difficult to hear what someone is saying ii) Psychological/ Internal: e.g. Daydreaming about lunch and not concentrating paying attention to the lecturer iii) Semantic: e.g. if the sender speaks in a language which is unfamiliar to the receiver
Hint for the exam: Be able to discuss each element of the communication process for five (5) marks!

9. Describe the evolution of communication models; four (4) - refer to student manual p. 20 – 23; Fieling 2014: 12 -
Lasswell’s communication model (1948) One-way; linear; no feedback; no noise
Shannon & Weaver’s communication model (1949) One-way; linear; no feedback; physical noise
Osgood & Schramm’s communication model (1954) Circular; two-way; feedback; noise; no context
Barnlund’s communication model (1970) Circular; two-way; feedback; noise; context
Hint for the exam: Be able to discuss each model as well as draw it completely for ten (10) marks. Refer to a description of the model as well as its contributions and criticisms.