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.