Interpersonal communication influences the opinions, attitude, motivation, and behaviors of others.

journal article

Journal of Marketing Research

Vol. 8, No. 4 (Nov., 1971)

, pp. 449-454 (6 pages)

Published By: Sage Publications, Inc.

https://doi.org/10.2307/3150235

https://www.jstor.org/stable/3150235

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Abstract

By adding a new dimension, information seeking, to the traditional way of measuring opinion leadership, this article suggests an additional conceptualization of interpersonal communication and influence.

Journal Information

JMR publishes articles representing the entire spectrum of research in marketing, ranging from analytical models of marketing phenomena to descriptive and case studies.

Publisher Information

Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com

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Topic 5:3:1 Managerial Communication

In this topic we will spend more of our discussing on managers communicating in the organization, how they communicate and the modes they use to communicate. We will show that managers spend a majority of their time in communication with others internally and externally. We will examine the reasons for communication and discuss the basic model of interpersonal communication.

Interpersonal communication is an important part of being an effective manager:

�It influences the opinions, attitude, motivation, and behaviors of others.

�It expresses our feelings, emotions, and intentions to others.

�It is the vehicle for providing, receiving, and exchanging information regarding events or issues that concern us.

�It reinforces the formal structure of the organization by such means as making use of formal channels of communication.

Definition: �������� Communication is the transfer of information and understanding from one person to another or within a system or organization.

Communication is the process by which information is passed between individuals and/or organizations by means of previously agreed symbols (Little 1999 p.4).

Communication is the process of transmitting or exchanging information, ideas and feelings between (or among) people in an organization using mutually agreed symbols.

Effective communication is the transmission of data, information so that it is received, understood and leads to action (CIMA study pack, 2002).

Effective communication is the giving, receiving or exchanging of information, opinions or ideas by writing, speech or visual means or any combination of the three so that the material communicated is completely understood by everyone concerned (Sillas 200p.1).

According to Fielding (2002), communication is a transaction. A transaction involves two or more people who construct meaning together and have to work together according to a set of rules. They have to take one another into account.

Topic 5:3:2 Function of Communication

Communication has five functions:-

�To express emotions � people have emotions, which they express to others through communication. The emotive function is oriented toward feelings and is aimed at increasing acceptance of the organization�s goal and actions.

�To activate motivation � communication concerned with motivation is designed to promote commitment to the organization�s objectives. Most of the major activities of leaders such as informing subordinates about objectives, rewarding, disciplining and defining roles, all require communication.

��To inform � the objective of the information function is to provide the information necessary for decision-making. Whenever, a manager is ready to make a decision he or she needs information.

��To control � reports, policies, and plans function to control the behaviour of an organization�s members. They define roles, clarify duties, authority and responsibilities, and reinforce organizational structure which defines jobs and the authority to do them. By providing a means of checking for the achievement of objectives, these types of communication further the organization�s mission.

�To provide feedback on performance �

�

Topic 5:3:2 Basic Communication Model

There are five basic elements of the communication process:

��������� i.������� Idea Formation by sender �� this is the start of communication, it starts with an

������������������ idea. This can be verbal, written or sound.

ii.������ Message Encoding � this is a way of converting the idea into words or gesture that will convey meaning. The communication process is successful only when the recipient� understands the message as intended by the sender. Many times communication is totally misunderstood by the receiver due to the following:

-         Use of difficult words by sender

-         Cultural differences between sender and receiver

-         Attitude towards sender by receiver

iii.����� Message Transmission - this is channel by which the message travels. Messages may be delivered by:

-         Telephone

-         Letter

-         Newspaper

-         Television

-         Picture

-         Fax

-         Email

-         Facebook

iv.����� Message Decoding by receiver � the receiver should be able to decode to interpret a message in successful communication. To be able to communicate, the sender and receiver must have the following in common:

-         Same language

-         Same understanding of non-verbal communication

It is not always easy to decode a message because of the following differences amongst people:

-         Feelings

-         Beliefs

-         Culture

-         Sex

-         Age, etc

v.������ Feedback � Steinberg (1994) says that feedback is the response of the participants to each other and may take different forms.� For example, if you tell a friend a joke and he/she smiles, the smile is feedback. If you ask your lecturer a question and the lecturer answers, that also is feedback. You can see that feedback is not just verbal, but it can also be non-verbal. Feedback is important as it gives us a platform to exchange ideas and meanings.

Note:Care must be taken how we communicate, so that message does not get distorted.

Topic 5:3:3 Barriers to Communication

Challenges of communication directly hinder the success of managers in the performance of their functions. If messages are poorly transmitted, or if the action is not effected management cannot plan or control activities properly.

The following are the barriers to good communication:

1.    Organizational Barriers

i.                   Differing specializations of members � distortion is likely to result from inadequacy of words in carrying the precise ideas of the sender. If an accountant submits a report on �costs� to an economist, distortion may result because of differences in meanings of the word �cost�. This can only be overcome an accountant to project himself into the viewpoint of the economist i.e. by using terminologies which will be understood by the other.

ii.                 Differing departmental objectives � this can result into misunderstandings and conflict. Management should infuse the vision of the organisation into every member so that effort is directed towards a common goal.

iii.              Environment � a noisy environment can affect communication.

iv.              Information overload - is the receipt of more information than can be effectively observed. Latest methods of processing and transmitting data have increased the amount of communication, which flow to executives. When managers allow themselves to be flooded with information, given the time and limits under which they operate the effectiveness of communication is likely to suffer. Managers are forced to ignore or review many messages; consequently, they overlook or misinterpret some messages.

v.                 Timing of communications � this can result in problems for management. Some types of messages need to be released so that everyone will receive them simultaneously.

vi.              Routing � If official information is first received by persons outside the organisation, the employee may be placed in an insecure position.

2.    Individual Barriers

i.       Failure to listen � the receiver of a message should be attentive when a message is being transmitted.

ii.                 Emotions � Ones mood can be a barrier to effective communication.

iii.              Communication skills � lack of communication skills hinders effective

communication.

iv.               Complexity of message � if the message is too complex, there is a danger of

����� misinterpreting it.

v.                 �Attitude to tasks/people � a poor attitude to tasks and people can affect one�s

������ ability to listen and communicate.

vi.               �Conflicting interests � communication is affected if personal interests are

������ conflicting with the interest of the organisation.

vii.            �Clarity of instructions � instructions that are not clear will not be understood.

viii.          Lack of trust � can affect communication

ix.               ���� Attention Span � people have different levels of concentration. People with a short attention span will lose attention if subjected to listening for too long.

3.    National Culture Differences - Misunderstandings have occurred because of differences in behaviours, gestures and ways of saying things, which are directly due to the cultural background of the parties concerned.

�

Overcoming Barriers

Barriers to communication can be overcome in the following ways:-

i.                   Regulate the flow of information � managers who receive too much information suffer from information overload.

ii.                 Simplify the language of the message � because language can be a barrier, managers and others should choose words that subordinates will understand.

iii.              Listen actively � employees need to become good listeners as well as good message senders.

iv.              Restrain negative emotions � like everyone else, managers convey emotions when communicating, but negative emotions can distort the content of the message. When a manager is emotionally upset, he or she is more likely to phrase the message poorly.

������ Guideline for Effective Communication

i.                   Clarify your ideas before communicating � analyze the problem to clarify it in your mind before sending a message.

ii.                 Examine the true purpose of the communication � before you send a message, ask yourself what you really want to accomplish with it.

iii.              Consider the setting in which the communication will take place � you convey meaning and intent by more than words alone. Trying to communicate with a person in another location is more difficult than doing so face-to-face.

�

iv.              Consult with others, when appropriate, in planning communications � encourage the participation of those who will be affected by the message.

v.                 Be mindful of the nonverbal messages you send � tone of voice, facial expression, eye contact, personal appearance, and physical surroundings all influence the communication process.

vi.              Take the opportunity to convey something helpful to the receiver � considering the other persons interests and needs often presents opportunities to the sender. You can make your message clear by imagining yourself in the others position.

�

vii.            Following up the communication � your best efforts at communication can be wasted unless you succeed in getting your message from the listener�s point of view.

viii.         Be sure your actions support your communication � the most effective communication is not in what you say but in what you do. Actions speak louder than words.

Topic 5:3:4 Types of Communications in Organizations

In our communication model in topic 9, three types of communication can be used by either the sender to transmit the message or the receiver in the feedback phase.

��������� Oral Communication

This consists of all messages or exchanges of information that are spoken, and it�s the most common type of communication.

Written Communication

This includes e-mail, texts, letters, reports, manuals, and annotations on sticky notes. For important communication managers prefer written communication, such as a change in a company policy, where precision of language and documentation of the message are important.

��������� Nonverbal Communication

This is the conveying of information without speaking or writing. For example traffic lights and sirens as well as things such as office size and placement, which suggest something or someone of importance. As well, things such as body language and facial expression can convey either conscious or unconscious messages to others.

Topic 5:3:5 Types of Communication channels in organisations

Downward Communication � is communication from management to the shop floor. This may involve giving indented planned instructions, writing memos and so on.

Sideways (lateral/horizontal communication) � this is the type of channel that takes place between departments in a company or between managers of equal status. This is can be used also to communicate with the other firms externally.

Upward Communication � this is the type of channel where subordinates and general workers communicate with superiors or managers above them.� (see diagram below). They can take the form of progress reports or reports of grievance procedures. Some organisations encourage this for the good of the organization.

Diagonally Communication � this is the type of channelto different departments within the organisation

What do you mean by interpersonal communication?

What are the 4 types of interpersonal communication?

What are the 5 characteristics of interpersonal communication?

What are the 3 examples of interpersonal communication?