COMMUNICATION

What Is Communication?
At its core, communication involves the exchange of thoughts and emotions between a sender and a receiver. In
social groups and workplaces alike, communication is initiated by the sender, who shares news, opinions, or
ideas during conversations. This exchange takes place through verbal and non-verbal cues, each contributing to
effective expression. The choice of communication channel—whether it's face-to-face discussions, phone calls,
or written reports—is pivotal in ensuring the message is conveyed accurately. The receiver, be it a friend, a
family member, or a colleague, interprets the message, and the feedback obtained helps gauge the success of the
communication process.

The ability to communicate is probably the most precious gift given to man by the Creator after life itself. Of
course human beings are not the only creatures with the ability to communicate. Although governed more by
instinct, animals also have some remarkable forms of communication, which include variety of sounds such as
the ritual of hooting at each other, attention grabbing colours, flashing lights, and complex scents. Incredible
though it may seem, botanists have proved beyond doubt that plants not only communicate with one another,
but that they engage in it with certain animals and insects.

Communication is about information and its transmission; it could be shared or concealed, direct or indirect,
clear or coded, favourable or unfavourable, true or false, private or public. To communicate, according to the
Cambridge Dictionary of English, is to give successfully (thoughts, feelings, ideas, or information) to others
through speech, writing, body movements or signals. This dictionary definition implies that other methods other
than speech can feature in an act of communication. Bangs (1968) describes communication as the act which
produces some kind of response between two or more persons. It takes place through a system of arbitrary
signs: oral language; written language; gestures, and sign language (developed for persons with severe hearing
impairment). Communication, therefore, is the sharing of information between two parties in a manner that
elicits the desired response.

The Elements of Communication

As can be seen from the above, certain elements or components are contained in the communication process.
They are stimulus, encoder, decoder, message, medium, channel, and feedback.

1. Stimulus
The very idea or reason which prompts or motivates the exchange or sharing is known as the stimulus. This is
the trigger that prompts the sender to convey a message. It can be an event, an idea, an emotion, or any form of
information. For instance, in a social group, the stimulus might be a friend's birthday, leading to plans for a
surprise party. When there is a job to be done and the works manager instructs the foreman to act on it, that job
to be done is the stimulus which warrants the instruction. Another name for stimulus is the source. By the
source we mean the genesis or reason or basis for communication.

2. Encoder
The communication process starts with the encoder. The sender initiates communication by sharing
information, opinions, or emotions. In social groups, this could be a person expressing their thoughts, while at
work, it might be a team leader assigning tasks. The encoder could be animate or inanimate. A German
shepherd guard dog for instance barks when it hears a knock at its master’s door. When the cloud darkens and
we hear the sound of thunder, we begin to pull the windows shut in anticipation of rainfall. Encoding could be
direct or indirect, verbal or non-verbal. The encoder, in most business communication, is usually a human being
– an engineer or an architect; a catering manager or marketing executive; or a customer/client.
The encoder, therefore, is the initiator of the communication process who translates stimulus into a code
(spoken, written or non-verbal) arranges it logically and sends it to the receiver. The encoder could be a
corporate organisation such as UAC Foods (Nig) Limited, an educational institution such as Lagos State
Polytechnic or a private individual like a housewife or a school boy. The encoder is the initiator of the
communication process, who transmits his ideas or thoughts through an appropriate code (language). He is also
the writer, in written communication, or the speaker, in spoken communication.

3. Message
This is the actual information, the real feeling or idea that is being shared by both the encoder and the decoder.
The message can take the form of spoken words or non-verbal cues like body language and gestures, all of
which contribute to effective communication. Thus it can be said that there are spoken and written messages. A
third type of message is neither spoken nor written, it entails facial expressions, gestures and a host of other
extra-lingual messages. For instance, many toothpaste packages have the picture of a charming youngster with a
great smile on them. The message is unmistakeable: “use me and your teeth can be as white as these”.
Message entails putting thoughts and ideas into symbols, which could be verbal or non-verbal. While
verbal symbols involve the use of words, which are either spoken or written, non-verbal symbols comprises a
myriad of features which include: gestures, facial expressions, flowers, mode of dressing, good or offensive
smell, location of business premises, etc. Message is the full import of what the encoder is trying to convey to
his audience or participant in an act of communication.
A modern professional person must possess the appropriate communication skills to be able to codify
messages that conform to basic principles of communication, such as clarity, conciseness, completeness,
correctness and courtesy. A skilful encoder knows his onions; he consistently updates himself with happenings
in his area of specialisation and hence transmits timely, unambiguous and relevant messages to an increasingly
sophisticated audience.

4. Medium
The form or the symbol through which the message is delivered is known as the medium. The chosen medium
or language is vital in conveying the message. It encompasses the mode of expression, whether through spoken
language or non-verbal cues. For instance, friends discuss weekend plans using spoken language, while a
presenter at work may use visual aids to enhance their presentation. The usual medium of expression in science,
business and ordinary social life is language. We speak, write, label diagrams in English and our native
languages. Three types of media can be identified: the spoken, the written and the extra-lingual. While letters
and alphabetical graphemes constitute the written medium, sounds or phonemes constitute the spoken form. The
extra-lingual medium is rather notional or implied and it has to do with culture of harmony and cohesion as well
as coherence observably shared between the interlocutors.

5. Channel
Channel of communication is the vehicle through which a message is conveyed. It is the pathway through which
the message is transmitted, such as face-to-face interactions or written communications. The choice of channel
is influenced by context, accessibility, and formality. It is the vessel through which the message travels from the
encoder to the decoder. It is either verbal (books/journals/documents and face-to-face or telephone
conversations, etc.) or non-verbal (visual clues, symbols and gestures). The channel could be electronic, such as
audio and audio-visual equipment which include radio, television, computer, and telephone sets; or textual (or
non-electronic), such as letters, memos, newspapers, notices, contract documents, newspapers, and billboards.
The Federal Radio Service Corporation (FRSC) used to be known as Nigeria Broadcasting Service
(NBC). For several decades, the NBC adopted the famous talking drumbeat: “This is Nigeria Broadcasting
Service” as its signature tune. Indeed, the talking-drum was famously used among the Yoruba not too long ago
to rouse the oba (king) in the morning and to praise illustrious citizens especially during ceremonies. It is still
being used in many traditional Yoruba settings like Ibadan, Ogbomoso and Oyo. Indeed, many educated Yoruba
people are capable of decoding the message of the talking-drum as clearly as everyday speech.
Channels of communication today are a lot more complex and sophisticated than gongs, talking-drums
and carrier pigeons. In the past decade or two alone, new communication channels like fax, Internet, VCD and
GSM came into being and yet more modern gadgets are still being developed. This extraordinary trend in
communication and information technology has brought to the fore the need for the modern professional to keep
abreast of new inventions so as to be able to make an informed choice as the need arises. These new
contraptions are not necessarily cheap but it is doubtful if the young professional has an option in this respect.
For instance, nothing could embarrass a young professional these days more than non-possession of a mobile
handset.
Anything that carries your message across to the receiver is a channel. There are a lot of factors that
should be considered before choosing the communication channel. These include: security of the message,
confidentiality, cost, distance, time, need for tact, urgency, record purposes, literacy level and potential
effectiveness.

6. Decoder
The decoder, who could be the listener or the reader, is the ultimate recipient of the message sent by the
encoder. The receiver is the individual or group to whom the message is directed. They interpret and process the
information transmitted, forming a critical link in the communication chain. He is the one who interprets the
message and attributes meaning to it. While the appropriate decoder of a radio jingle or a billboard is the
general public, the ideal decoder of a collection of hard rocks, stones, and similar natural objects has to be a
geologist. Professionals in various fields are able to decode data in a way that ordinary people cannot.
Communication is considered effective when the intention of the encoder agrees with the interpretation of the
decoder.
The decoder is basically animate, it could be human or non-human (e.g. a pet dog), a fellow professional
or a member of the public. The age, sex, educational attainment, race and language(s) of the decoder are quite
significant and should be carefully considered when encoding to guide against communication breakdown. It is
the responsibility of the encoder to know the ability of the decoder he is transmitting a message to and code his
message in the language that the encoder is expected to understand. In the same breath we must warn that this is
not always possible as there are rules governing the transmission of some messages in all professions.

7. Feedback
Feedback is the response received from the receiver. It helps the sender assess the effectiveness of their
communication and facilitates understanding. This is an assessment of the reaction or response of the decoder in
the process of attaching meaning to the message received from the encoder. It is the constituent of
communication cues observed after a communicative act. An encoder can better evaluate his communicative
competence by the degree to which his intended message agrees with the response he gets from the decoder. If
for instance, a statutory meeting is not well attended; it could be because the notice sent out to members has one
or more defects. Such anomaly could be put right in the future after an assessment of the feedback by the
encoder. The end of the communication process is signalled by the feedback, which also triggers the
commencement of another round of the process.
Feedback may be immediate or delayed; positive, negative or zero. Immediate feedback is normal in
everyday face-to-face communication as the encoder could easily assess the reaction of the decoder to his
communicative act. Delayed feedback on the other hand is when the encoder does not receive immediate
response because of factors such as proximity and time involved in the communicative act. Letters sent by post
for instance require a little bit of time before the encoder can get a feedback.
Positive Feedback is when the response is in harmony with the encoded message. There is evidence
that the decoder understands the message but it does not necessarily mean that s/he agrees with the encoder.
Agreement or disagreement; a smile or a frown; “yes” or “no” answers are examples of positive response.
Negative Feedback is when the response is not in agreement with the encoded message. This brings to
mind a famous Yoruba adage recounting a dialogue between a trader and a customer:
Customer: How much is the pot?
Trader (responding): Oh my baby is fine, thank you.
You open an informal letter to a junior member of staff as convention demands with “Dear Roseline” and she
begins to have amorous ideas. You lend a classmate your textbook and he inscribes his name on it. You greet a
visitor with the words “come and eat” and he begins to wash his hand. These are all examples of negative
feedback. Likewise, low demand after a vigorous advertising campaign is a practical example of negative
feedback in business communication. Examples of negative feedback abound in many facets of everyday
communication.
 Zero Feedback is when the encoder does not receive a direct response from the decoder. Most authors
may not be able to receive feedback from their readers who may be scattered over all the continents of the
world.

Diagram Showing the Communication Process

Stimulus Encoder Message Medium Channel Decoder

Feedback

Strategies for Effective Communication:

To communicate effectively in both social groups and workplaces, consider these strategies:
1) Active listening: This involves giving undivided attention to the speaker, understanding their words, body
language, and emotions. Active listening validates thoughts and feelings, fostering positive communication.
2) Clear and concise messaging: Using straightforward language and avoiding complexity prevents confusion
and saves time.
3) Empathy: Understanding and relating to others' emotions and perspectives builds trust and rapport, leading
to open exchanges.
4) Adapt communication style: Adjusting communication based on preferences and cultural context enhances
engagement and understanding.
5) Feedback: Encouraging open feedback promotes a culture of learning and improvement, refining
communication skills.

Barriers to Effective Communication in the Workplace

Common barriers to effective communication in the workplace include:
1) Physical barriers: The physical structure, location and construction of the workplace can act as a barrier to
effective communication. Employees seated remotely from each other hinders effective interaction.
2) Language barriers: When individuals speak different languages or use unfamiliar jargon, misunderstandings
can arise. Employees with different native languages may work in an organization. Everyone may not be
comfortable or familiar with other languages, which creates a barrier to effective workplace communication.
Differences in slang or register can create issues impeding proper work task completion.
3) Cultural barriers: Diverse cultural norms and communication styles can lead to misinterpretations, causing
unintended offense or confusion. Employees from different cultures with different practices may work in an
organization. Cultural diversity without understanding can act as a barrier to effective communication.
4) Emotional barriers: Strong emotions like anger, fear, excitement, inferiority, shyness, lack of self-
confidence and skills can distort or misinterpret messages, hindering constructive dialogue and may stop an
employee in communicating effectively with his or her colleagues.
5) Perception barriers: Employees will have different experiences, values, preferences and attitudes. These
may lead to a variety of assumptions and can act as a communication barrier.
6) Distractions: External factors such as noise, interruptions, or technological disruptions divert attention from
the message.
7) Lack of clarity: Unclear messages or poor articulation can lead to confusion and miscommunication.