Roman Jakobson’s Business Communication model

Any communication involves SIX basic elements:

CONTEXT

CODE

SENDER ----------[ENCODING]

RECEIVER-------[DECODING]

CONTACT

MESSAGE

The nature of communication changes, depending upon which element we want to emphasize. Thus, we have SIX corresponding types of communication.

CONTEXT : REFERENTIAL /DESCRIPTIVE

CODE : METALINGUAL

SENDER: -------------RECEIVER:

EXPRESSIVE/ EMOTIVE/CONATIVE / PERSUASIVE

CONTACT : PHATIC /R1TUALISTIC

MESSAGE : POETIC /AESTHETIC

It is important to remember that this is NOT a one-way process; the RECEIVER is also the ENCODER AND SENDER of FEEDBACK (e.g. clapping, yawning, etc.) which the SENDER must RECEIVE AND DECODE.

From the above model of Jakobson’s communication theory it is understood that all human beings communicate in a number of ways to share their ideas and thoughts.

Oral communication is a major part of this information flow. So, too, are various types of forms and records, as well as the storage and retrieval facilities provided by computers. Yet another major part consists of various forms of written communication – letters, email messages, reports and internet documents.

All of this communicating goes on in business because communication is essential to the organized effort involved in business. Communication enables human beings to work together. In a business, it is the vehicle through which management performs its basic functions. Managers direct through communication, coordinate through communication and staff, plan and control through communication.

What is Communication

WHAT IS COMMUNICATION?

The word communication is derived from the Latin word ‘communis’ which means common. In its application ,it means a common ground of understanding.

Communication is a process of exchanging of facts , sharing, imparting, or to commune’, its literal meaning is giving or sharing information. In other words, it is a process of interchanging thoughts, feelings and information.

Many writers have defined communication in many different ways.

American Society of Training Directors: “The interchange of thought or information to bring about mutual understanding and confidence or good human relation”.

Newman and Summer: “Communication is an exchange of ideas, facts , opinions or emotions by two or more persons. It is also defined as an intercourse by words , letters, symbols or messages and as a way that one organization member shares meaning and understanding with others”.

Allen Louis A. “Communication is the sum of all the things one person does when he wants to create understanding in the mind of another. It invoves a systematic and continuous process of telling, listening and understanding”.

Importance of Communication

Communication is very important in business-businesses want and need people with good communication skills in all the four areas: Listening, Speaking, Reading and Writing. Mastery of these four skills helps a person when he undertakes a job. He / she needs to talk and take responsibility in all circumstances. More specifically, business people in all positions receive or give instructions to others through either oral or written medium.

For example:

A sales person receives instructions and information from the home office and sends back orders and regular reports of their activities.

Executives use written or oral messages to initiate business with customers and other companies and respond to incoming messages.

Production supervisors receive work orders, issue instructions, and submit production summaries.

Research specialists receive problems to investigate and to communicate their findings to management.

Similar activities occur in every niche of the company. Everywhere workers receive and

Maintaining good Communication in an organization also serves the following four purposes:

It saves money.

Poor communication is costly.Customers are lost, when sales people do not listen to their needs. Hours are wasted in negotiations between people who cannot or will not understand each other.

It improves morale:

When the management and employees feel free t o share and discuss, they feel respected and are able to work together.

It increases productivity:

Good communication increases productivity by reducing the time spent in explaining the issues, seeking information etc.

It promotes trust:

Good communication fosters an environment of honesty , sincerity and respect.The employees like to remain with a company that deals with them honestly and openly thereby reducing the company’s training cost.