Communication can be defined as the verbalizing of ones thoughts and sharing them with others. For this to happen one can either use words or pictures. This makes it possible for the world to go around. It is through communication that relationships are built and natured. The relations built make for fuller enjoyment of a full life. This is possible out of a realization that no one is self-sufficient. The saying no man is an island must have had the need of communication as the basis. However, increasingly due to advancement in technology, we are progressively finding our selves not been able to communicate effectively and often.
What this paper will look to interrogate whether there is need to shift to a more ritual model of communication. With the dynamics of current economic and political situations, this paper will look to grill if it is necessary to gain back collectivism and societal cohesion.
Discussion
From classical definitions of communication, the transmission model of communication, defines it as entailing five core ingredients. These are the information source, the transmitter, the channel, the receiver and the destination. Some have included a sixth not very core but still significant factor to the achievement of quality communication that is noise. It is included because of its possibility of affecting and distorting the real meaning of the message and its effective reception (Grosenberg, 18-20).
Critical analysis of the transmission model shows that though it was developed in 1949 by Shanon and Weaver, it has formed the foundation on which all communications theories have been built on. The main reason for the preference of this model in developing of other theories is that its simplicity that still holds true to date. By looking at communication in its most basic, it allows people today to be able to appreciate the simplicity of communication it is all about passing a message from one person to another (Chandler 2008).
The media today appreciates the fundamentals of effective message delivery is ensuring the message gets to the intended receiver with the least possible interruptions. Increasingly media today is using transmission model of communication to get its message across. By focusing the consumer messages to targeted market segmentation, media helps to demarcate divisions that exist in our minds.
It is propagating the concept of individualism increasingly. When media is designing messages for the consumption of the public, they look to fulfill the basics of an effective message. These are the Who-the source, communicates what-the message, through which channel-avenue of getting the message out, to whom-the consumer, to achieve what effect-reason of the message. The assumption of a linear directional movement of the message being communicated still holds true in todays world.
The best advertisements are those that are direct to the point even when the message to be delivered is considered complicated in nature. The same is true for preachers who are increasingly using the mass media to reach an increasingly growing congregation. When one is bombarded by the messages without the opportunity of having a healthy discourse with another human being, one will tend to believe the message as gospel truth. One can then use the information as the basis of making decisions, without having a care of what the effect in others will be. This natures individualism in the present society affecting peoples beliefs, ideology and preference.
The critical cultural model seeks to look at the various avenues of message delivery and incorporate a cultural aspect to these methods. To help understand why a person would chose a particular avenue, and what they would appreciate when the message was communicated through a different medium (Frechete 36-41). It has been discovered that people are social beings and interactions are part of what gives them satisfaction. Within these interactions cultures develop. These cultures have over time developed ways of performing specific task in order to achieve maximum return or the desired response-the stimuli must bring about the desired outcome.
Just as communication is dynamic, so to is culture. By looking at communication through both the cultural and critical theories what is achieved is the critical cultural model. It looks at the history of communication in order to understand how it has grown, and changed over time. How different words and avenues of communication have mutated over time and of what significance these is in the present age (Gonzalez, Moskowitz Gomez 139-154).
The ritual model when seen in light of the critical cultural model depicts communication as not being mechanical in nature. It brings out the concept of communication as incorporating aspects of fellowship, having a shared faith, sharing and partaking of common ideas. The focus is not on the message being communicated but rather in maintainance and propagation of the collective values held in awe by the society (McQuail 70-71).
By its nature, it is flamboyant, inclusive, invigorating and is practiced by a people who share more than social acquaintanceship. It is for a people who share a history and a common destiny. A people with a shared culture and value system, which imparts propriety and importance in similar things.
The reception model looks at how the message is received by the intended recipient. How does it need to be delivered in order to educe the desired effect When a message is being prepared for delivery it goes through three phases. It first encoded-this in the way it is designed and packaged in order to achieve the desired response of the sender. The second phase is the transmission. In this the creator of the message has to assign the mode through which the desired effect will be achieved without using up so many resources. On getting to the destination it is decoded by the receiver. Herein lays the crux of the model.
Decoding can take three distinctive paths. Positive decoders (optimists) will see the positive side of the message delivered. They will seek to have an upbeat spin the message in order to satisfy their inner desire to always achieve positivity of every situation. Negative decoders (pessimists) will visualize the message in a depressing manner. They will very easily create a negative out of any situation in order to justify their view of life. The final group is made up of the thinkers. They will take time to analyze each situation critically. They will seek a hidden meaning even in a straight forward situation. For them it is never black or white. It is more often than not grey (Losee 1-15).
It is this different inference from the same set of facts that gives rise to the reception model. When used by advertisers, they have to be aware of all these groups in their decision of how the message in the message will be received. They will design one advertisement in different ways in order to achieve the same result from different demographical groups. They will go to use the different adverts in different media outlets at different times depending on the target market at the time.
With an understanding of the different models of communication, the one thing that comes out clearly is that communication in its entirety is very complex. There are different factor that affect communication concurrently or in tandem. Thus when looking at communication, it is imperative that a holistic view is chosen.
In as much one would want to take a simplistic view, the truth is that it would end up isolating part of the population. This would result in divisive nonlinear identity of issues. In the current political and economical situation where there are wars and calamities every where and when the world economy is in a recession, the need for all to focus on that which we have in common becomes all the more critical.
In times of adversity, humanity can best and fast overcome these when they pull together. When we forget our individual differences and instead focus on our common heritage that makes us who we are the easier we are able to overcome challenging situations. Unfortunately, this is one lesson which humanity is never in a hurry to accept. We expend our energy looking at ways to justify our individuality and by extension our selfishness, to discover that we are only finishing each other.
What would one call it when a person insists on killing another just because they do not agree with the others view point Not that before they were in agreement, but just because one has decided it is either my way or no way to all. They could in fact be blood relatives and the sad part is the killer will find others like him who will stand up and shout to the top of their voices to all who will care to listen that the killer was justified. That it is their right to do as they please.
As seen earlier, the ritual example seeks to make the receiver and sender of the message become human. They have some things in common and to them communication is not mechanical but is ceremonial. It has become a participatory process. All forms of communication and messages are achieved by appreciating the unique positions occupied by each different member of the society.
The society by embracing the ritual model is able to grow and mature. Relationships between members are no longer superficial but become wholesome. Everybody appreciates the added value of having the other in the society. Communication becomes an activity that is anticipated to by all. One looks forward to the next opportunity of communicating with another in the society.
For the advertiser, the messages are more people focused. It is no longer about disseminating a particular message. It becomes about the shared value between members. The messages become more about adding value to the overall society. Since the advertiser is part of the society, the advertisements are more geared towards offering a solution to a need in the society.
The advertisers because they identify with the value of the societies, they can easily self regulate. They do not create advertisements that go against the morals of the societies. To the advertiser, the societal members take a more prominent position in the order of priority when making decisions (Calvert 4-19). It is no longer about money only but what is good for the society.
For the consumer, since they can identify with the products being advertised, it becomes easier to feel the product is addressing a need in their lives. The shared value systems between the consumers and advertisers and manufacturers, give rise to another dimension in advertising. Since there are no intentional falsehoods being peddled by the advertisers and manufacturers, the icons and opinion leaders in the society are used to endorse products.
The people who are looked up to by the society members become brand ambassadors to products consumed by the society. They are able to perform these roles easily since they are already using what they area endorsing. It becomes the norm rather that the exception to receive feedback from consumers of products.
This is because they feel a part of the organization producing the product and because they feel their feedback is valuable. On its part, the organization has been known to react to its consumer needs, wants and desires. It is always in touch with its consumer base and knows when something is not right or when it is working.
Since all are on the same page in terms of shared value and culture, the media is able to produce programming that is in line with the societal values. Reality shows become acceptable. This is because what the media is offering the society is what the society needs. The media now responds to needs arising in the society.
The programming is more cultural in order to reinforce shared values for the good of all. Because the media is part of the society and they are in touch with the psyche of the society they can be able to direct the society in the way to go. This is in terms of the core values thus the programming that satisfies a societys desire and want.
The economy by extension gets to draw on the values of the society. Because everyone makes decisions with the society members in mind, greed is eradicated. The economy is able to flourish since all the information revolving in it is factual. There is neither speculative information nor falsehoods. Instead every one is looking out for the others well being.
The values that hold the societal members together are to be found even in the economy. The economy stabilizes since all the factors that affect the economy are well taken care of.
The ritual model of communication by its nature is interactive. It is thus best served by communication methods that will allow and enhance the interactivity of all the actors. It is very important to remember that in communication, it is not only the message that is important, but also the means (channel) of getting it out.
There is no one right or most efficient method of use with the ritual model. Rather depending on the message being relayed, the intended recipient and the weight attached to the message an appropriate channel will be identified. Also depending on the speed at which one requires the feedback, this will play a part in determining the channel to be used (Soukup 1997).
There exists a variety of channels that are available to choose from. One could chose to either use a brochure, a letter, an email message, a video, a telephone conversation, video conferencing or a face to face meeting.
Brochures are ideal when one is looking to be persuasive in the message they are communicating. Brochures are ideal for disseminating information about a product or service. When mostly it has been used in information dissemination the user is looking to minimize cost as much as possible. It is not very ideal for generating feedback, but it is useful in generating hype and buzz about a product of service.
Letters are best when the information to be given out is of an official nature. They are ideal in cases where evidence about the communications needed for future reference. The best uses for letters are for formal message conveyance, solicitation or to deliver official information like promotions and appointments.
E-mail has come to replace letters in the present world. They are increasingly been used both for official and non official purposes. They are gaining in prominence because of the speed of delivery. On the push of a button the letter is sent and gets to the intended recipient almost instantaneous. They have been found to be very ideal for routine communication.
A relatively recent improvement of the e-mail is the video e-mail. It is a much richer channel as it allows for the transmission of more in-depth message-the inclusion of the video (pictures with words). It is useful in sending short sales messages as even with advancement in technology it is still pretty space heavy (uses a lot of megabits).
The use of telephone still remains one the long time tried and tested channels of communication. It adds richness to messages as the use of voice in real-time can add emotion or emphasis to the words. With advancement in technology, one need not be in an office to receive a telephone call. Many people are increasingly using mobile phone in as a means of communication. This allows for one to be available even when they are out and about.
Increasingly, corporations that operate in a more than one region need for their managers to confer and communicate in an interactive way. Instead of a company having managers from different parts of the world congregate for a day meeting at the headquarters, video conferencing allows for the meeting to be held with every manger present but from the home base.
It is a very rich channel and is increasingly gaining prominence and notoriety. For internet users a simplified version of video conferencing is the use of web cams. Friends find it very convenient to communicate in real time from great distances and see each other at the same time.
Face to face is the richest mode of communication. Not only does it allow for instant feedback, but one is also able to use their senses to better appreciate the message. It is best for non routine business communications. It is a very good source of synergistic effects resulting in higher than normal outcomes. Given the value benefit of this method, it is worth the cost of using it.
Given the different channels of communication available to one, this paper would have to put forth face to face as the best and most ideal channel of ritual communication model. It is both efficient and cost effective. Though it presents its own set of challenges, it is the basis from which all other avenues that may be co-opted in furthering the ritual model will be based on. The first step in ritual model promotion is identifying on the values and culture to be the guideline to bind all parties.
By the virtual of its interactive nature and its all inclusivity, the ritual model when applied to promote the positive aspects will lead to cultural growth all round. It will to the identity and promotion of common constructive values among societal members. The culture will inevitably gain in an uplifting way. Overall, the ritual model of communication, when harnessed and focused on the good, will ensure the society moves collectively toward self actualization.
The adoption of ritual based communication will give rise to positives all-round. It will give rise to a better understanding between the different components since for it to be effective, the audience has to understand the message in the same way the source understood it on dissemination. All in the society will have to understand the ritual usage of the collective foundation source of the shared values and norms. Unlike other communication channels, the ritual model has provision for reflection.
This is a mechanism natural to self improvement for realized and appreciated shortcomings. It gives an opportunity of lateral and vertical growth by all. By focusing attention away from the information to the activity, the focus is thus on the present and this ensures the continued maintenance of the community. The drive of the ritual model on the oral facet of the culture ensures continued maturity and greater guarantee in and of a future.
What this paper will look to interrogate whether there is need to shift to a more ritual model of communication. With the dynamics of current economic and political situations, this paper will look to grill if it is necessary to gain back collectivism and societal cohesion.
Discussion
From classical definitions of communication, the transmission model of communication, defines it as entailing five core ingredients. These are the information source, the transmitter, the channel, the receiver and the destination. Some have included a sixth not very core but still significant factor to the achievement of quality communication that is noise. It is included because of its possibility of affecting and distorting the real meaning of the message and its effective reception (Grosenberg, 18-20).
Critical analysis of the transmission model shows that though it was developed in 1949 by Shanon and Weaver, it has formed the foundation on which all communications theories have been built on. The main reason for the preference of this model in developing of other theories is that its simplicity that still holds true to date. By looking at communication in its most basic, it allows people today to be able to appreciate the simplicity of communication it is all about passing a message from one person to another (Chandler 2008).
The media today appreciates the fundamentals of effective message delivery is ensuring the message gets to the intended receiver with the least possible interruptions. Increasingly media today is using transmission model of communication to get its message across. By focusing the consumer messages to targeted market segmentation, media helps to demarcate divisions that exist in our minds.
It is propagating the concept of individualism increasingly. When media is designing messages for the consumption of the public, they look to fulfill the basics of an effective message. These are the Who-the source, communicates what-the message, through which channel-avenue of getting the message out, to whom-the consumer, to achieve what effect-reason of the message. The assumption of a linear directional movement of the message being communicated still holds true in todays world.
The best advertisements are those that are direct to the point even when the message to be delivered is considered complicated in nature. The same is true for preachers who are increasingly using the mass media to reach an increasingly growing congregation. When one is bombarded by the messages without the opportunity of having a healthy discourse with another human being, one will tend to believe the message as gospel truth. One can then use the information as the basis of making decisions, without having a care of what the effect in others will be. This natures individualism in the present society affecting peoples beliefs, ideology and preference.
The critical cultural model seeks to look at the various avenues of message delivery and incorporate a cultural aspect to these methods. To help understand why a person would chose a particular avenue, and what they would appreciate when the message was communicated through a different medium (Frechete 36-41). It has been discovered that people are social beings and interactions are part of what gives them satisfaction. Within these interactions cultures develop. These cultures have over time developed ways of performing specific task in order to achieve maximum return or the desired response-the stimuli must bring about the desired outcome.
Just as communication is dynamic, so to is culture. By looking at communication through both the cultural and critical theories what is achieved is the critical cultural model. It looks at the history of communication in order to understand how it has grown, and changed over time. How different words and avenues of communication have mutated over time and of what significance these is in the present age (Gonzalez, Moskowitz Gomez 139-154).
The ritual model when seen in light of the critical cultural model depicts communication as not being mechanical in nature. It brings out the concept of communication as incorporating aspects of fellowship, having a shared faith, sharing and partaking of common ideas. The focus is not on the message being communicated but rather in maintainance and propagation of the collective values held in awe by the society (McQuail 70-71).
By its nature, it is flamboyant, inclusive, invigorating and is practiced by a people who share more than social acquaintanceship. It is for a people who share a history and a common destiny. A people with a shared culture and value system, which imparts propriety and importance in similar things.
The reception model looks at how the message is received by the intended recipient. How does it need to be delivered in order to educe the desired effect When a message is being prepared for delivery it goes through three phases. It first encoded-this in the way it is designed and packaged in order to achieve the desired response of the sender. The second phase is the transmission. In this the creator of the message has to assign the mode through which the desired effect will be achieved without using up so many resources. On getting to the destination it is decoded by the receiver. Herein lays the crux of the model.
Decoding can take three distinctive paths. Positive decoders (optimists) will see the positive side of the message delivered. They will seek to have an upbeat spin the message in order to satisfy their inner desire to always achieve positivity of every situation. Negative decoders (pessimists) will visualize the message in a depressing manner. They will very easily create a negative out of any situation in order to justify their view of life. The final group is made up of the thinkers. They will take time to analyze each situation critically. They will seek a hidden meaning even in a straight forward situation. For them it is never black or white. It is more often than not grey (Losee 1-15).
It is this different inference from the same set of facts that gives rise to the reception model. When used by advertisers, they have to be aware of all these groups in their decision of how the message in the message will be received. They will design one advertisement in different ways in order to achieve the same result from different demographical groups. They will go to use the different adverts in different media outlets at different times depending on the target market at the time.
With an understanding of the different models of communication, the one thing that comes out clearly is that communication in its entirety is very complex. There are different factor that affect communication concurrently or in tandem. Thus when looking at communication, it is imperative that a holistic view is chosen.
In as much one would want to take a simplistic view, the truth is that it would end up isolating part of the population. This would result in divisive nonlinear identity of issues. In the current political and economical situation where there are wars and calamities every where and when the world economy is in a recession, the need for all to focus on that which we have in common becomes all the more critical.
In times of adversity, humanity can best and fast overcome these when they pull together. When we forget our individual differences and instead focus on our common heritage that makes us who we are the easier we are able to overcome challenging situations. Unfortunately, this is one lesson which humanity is never in a hurry to accept. We expend our energy looking at ways to justify our individuality and by extension our selfishness, to discover that we are only finishing each other.
What would one call it when a person insists on killing another just because they do not agree with the others view point Not that before they were in agreement, but just because one has decided it is either my way or no way to all. They could in fact be blood relatives and the sad part is the killer will find others like him who will stand up and shout to the top of their voices to all who will care to listen that the killer was justified. That it is their right to do as they please.
As seen earlier, the ritual example seeks to make the receiver and sender of the message become human. They have some things in common and to them communication is not mechanical but is ceremonial. It has become a participatory process. All forms of communication and messages are achieved by appreciating the unique positions occupied by each different member of the society.
The society by embracing the ritual model is able to grow and mature. Relationships between members are no longer superficial but become wholesome. Everybody appreciates the added value of having the other in the society. Communication becomes an activity that is anticipated to by all. One looks forward to the next opportunity of communicating with another in the society.
For the advertiser, the messages are more people focused. It is no longer about disseminating a particular message. It becomes about the shared value between members. The messages become more about adding value to the overall society. Since the advertiser is part of the society, the advertisements are more geared towards offering a solution to a need in the society.
The advertisers because they identify with the value of the societies, they can easily self regulate. They do not create advertisements that go against the morals of the societies. To the advertiser, the societal members take a more prominent position in the order of priority when making decisions (Calvert 4-19). It is no longer about money only but what is good for the society.
For the consumer, since they can identify with the products being advertised, it becomes easier to feel the product is addressing a need in their lives. The shared value systems between the consumers and advertisers and manufacturers, give rise to another dimension in advertising. Since there are no intentional falsehoods being peddled by the advertisers and manufacturers, the icons and opinion leaders in the society are used to endorse products.
The people who are looked up to by the society members become brand ambassadors to products consumed by the society. They are able to perform these roles easily since they are already using what they area endorsing. It becomes the norm rather that the exception to receive feedback from consumers of products.
This is because they feel a part of the organization producing the product and because they feel their feedback is valuable. On its part, the organization has been known to react to its consumer needs, wants and desires. It is always in touch with its consumer base and knows when something is not right or when it is working.
Since all are on the same page in terms of shared value and culture, the media is able to produce programming that is in line with the societal values. Reality shows become acceptable. This is because what the media is offering the society is what the society needs. The media now responds to needs arising in the society.
The programming is more cultural in order to reinforce shared values for the good of all. Because the media is part of the society and they are in touch with the psyche of the society they can be able to direct the society in the way to go. This is in terms of the core values thus the programming that satisfies a societys desire and want.
The economy by extension gets to draw on the values of the society. Because everyone makes decisions with the society members in mind, greed is eradicated. The economy is able to flourish since all the information revolving in it is factual. There is neither speculative information nor falsehoods. Instead every one is looking out for the others well being.
The values that hold the societal members together are to be found even in the economy. The economy stabilizes since all the factors that affect the economy are well taken care of.
The ritual model of communication by its nature is interactive. It is thus best served by communication methods that will allow and enhance the interactivity of all the actors. It is very important to remember that in communication, it is not only the message that is important, but also the means (channel) of getting it out.
There is no one right or most efficient method of use with the ritual model. Rather depending on the message being relayed, the intended recipient and the weight attached to the message an appropriate channel will be identified. Also depending on the speed at which one requires the feedback, this will play a part in determining the channel to be used (Soukup 1997).
There exists a variety of channels that are available to choose from. One could chose to either use a brochure, a letter, an email message, a video, a telephone conversation, video conferencing or a face to face meeting.
Brochures are ideal when one is looking to be persuasive in the message they are communicating. Brochures are ideal for disseminating information about a product or service. When mostly it has been used in information dissemination the user is looking to minimize cost as much as possible. It is not very ideal for generating feedback, but it is useful in generating hype and buzz about a product of service.
Letters are best when the information to be given out is of an official nature. They are ideal in cases where evidence about the communications needed for future reference. The best uses for letters are for formal message conveyance, solicitation or to deliver official information like promotions and appointments.
E-mail has come to replace letters in the present world. They are increasingly been used both for official and non official purposes. They are gaining in prominence because of the speed of delivery. On the push of a button the letter is sent and gets to the intended recipient almost instantaneous. They have been found to be very ideal for routine communication.
A relatively recent improvement of the e-mail is the video e-mail. It is a much richer channel as it allows for the transmission of more in-depth message-the inclusion of the video (pictures with words). It is useful in sending short sales messages as even with advancement in technology it is still pretty space heavy (uses a lot of megabits).
The use of telephone still remains one the long time tried and tested channels of communication. It adds richness to messages as the use of voice in real-time can add emotion or emphasis to the words. With advancement in technology, one need not be in an office to receive a telephone call. Many people are increasingly using mobile phone in as a means of communication. This allows for one to be available even when they are out and about.
Increasingly, corporations that operate in a more than one region need for their managers to confer and communicate in an interactive way. Instead of a company having managers from different parts of the world congregate for a day meeting at the headquarters, video conferencing allows for the meeting to be held with every manger present but from the home base.
It is a very rich channel and is increasingly gaining prominence and notoriety. For internet users a simplified version of video conferencing is the use of web cams. Friends find it very convenient to communicate in real time from great distances and see each other at the same time.
Face to face is the richest mode of communication. Not only does it allow for instant feedback, but one is also able to use their senses to better appreciate the message. It is best for non routine business communications. It is a very good source of synergistic effects resulting in higher than normal outcomes. Given the value benefit of this method, it is worth the cost of using it.
Given the different channels of communication available to one, this paper would have to put forth face to face as the best and most ideal channel of ritual communication model. It is both efficient and cost effective. Though it presents its own set of challenges, it is the basis from which all other avenues that may be co-opted in furthering the ritual model will be based on. The first step in ritual model promotion is identifying on the values and culture to be the guideline to bind all parties.
By the virtual of its interactive nature and its all inclusivity, the ritual model when applied to promote the positive aspects will lead to cultural growth all round. It will to the identity and promotion of common constructive values among societal members. The culture will inevitably gain in an uplifting way. Overall, the ritual model of communication, when harnessed and focused on the good, will ensure the society moves collectively toward self actualization.
The adoption of ritual based communication will give rise to positives all-round. It will give rise to a better understanding between the different components since for it to be effective, the audience has to understand the message in the same way the source understood it on dissemination. All in the society will have to understand the ritual usage of the collective foundation source of the shared values and norms. Unlike other communication channels, the ritual model has provision for reflection.
This is a mechanism natural to self improvement for realized and appreciated shortcomings. It gives an opportunity of lateral and vertical growth by all. By focusing attention away from the information to the activity, the focus is thus on the present and this ensures the continued maintenance of the community. The drive of the ritual model on the oral facet of the culture ensures continued maturity and greater guarantee in and of a future.
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