Module 8. Communication Concepts Objectives

After studying this module, you should be able to recall and discuss the concepts contained in Chapter 8 of your text.

ACTIVITY 8

Read Chapter 8 of your text.

Read “The Role of Information in National Development” by Wilbur Schramm in your Additional Readings (p.44).

Which of the concepts discussed in this chapter intrigue you?

Make a list of five concepts that intrigue you the most. Search these topics in the Google Search Engine.

ANSWERS:

	Communication Concepts	Discussion
1	Invasion of Privacy	This deeply intrigues me, primarily due to my work as Communications Specialist in a child-focused international humanitarian organization. Research suggests that over 75 percent of parents share their children’s data on social media, only for it to be manipulated and misused by malevolent actors, is a stark example of the darker side of modern technology and artificial intelligence. This alarming breach of data privacy raises paramount concerns about the ethical use of personal information, especially when it pertains to children. It underscores the critical importance of informed consent and rigorous safeguards in place to protect our digital identities. As technology continues to advance, we must be ever-vigilant in preserving our right to data privacy and security, especially in an age where sensitive information, like images of children, can fall into the wrong hands. Link: https://.facebook.com/advert.ge/videos/970990134025716/
2	Knowledge Management	Knowledge Management (KM) is a captivating concept that holds my interest, particularly because it frequently emerges in the context of development work. Its essence lies in recognizing an organization’s intellectual capital as a valuable and manageable resource. As a practitioner in development communication, the appeal of KM is its profound relevance and transformative potential. It emphasizes the significance of harnessing individual talents and the tacit knowledge that resides within an organization, converting them into tangible assets for problem-solving and innovation. The critical role of KM is paramount in ensuring that development efforts are founded on informed decisions, efficient knowledge sharing, and continuous learning, all of which are indispensable for addressing complex and evolving challenges in the field of development communication. In essence, KM underlines the need to not just acquire knowledge but to also manage and utilize it effectively for sustainable development outcomes. Link: https://www.kmworld.com/About/What_is_Knowledge_Management
3	Language and Meaning	The concept of language and meaning is a captivating element of dev com as it explores the intricate relationship between the words we choose and the meanings they convey, which in turn shape our communication endeavors. This concept greatly intrigues me due to its fundamental role in the practice of development communication. As a dev com practitioner, I appreciate the importance of conveying messages that not only reach the intended audience but also resonate with them at a meaningful level. The power of language and meaning lies in their ability to evoke emotions, inspire actions, and influence positive change. Understanding the nuances of language and meaning is paramount in crafting messages that can bridge cultural divides, overcome information barriers, and drive social transformation. It highlights the need for precise, culturally sensitive, and contextually relevant communication strategies that can effectively address the multifaceted challenges of development work. Link: https://opinion.inquirer.net/134989/is-devcom-archaic
4	Social Mobilization	Social mobilization encompasses the process of rallying various stakeholders, including government leaders, civil society, and the business sector, to collectively support and drive specific development programs. As a dev com practitioner, I frequently encounter this term as it lies at the heart of the humanitarian world. What makes this concept so significant is its multifaceted approach, which includes advocacy, information dissemination, community organization, capacity building, networking, and monitoring and evaluation. These components synergize to inspire change, promote participation, and empower communities for self-reliance. Social mobilization is vital in addressing a wide array of development issues and challenges, from healthcare initiatives to education programs. Its power lies in uniting diverse groups of people to work towards a common goal, ultimately leading to more impactful and inclusive development outcomes. Link: https://communication.iresearchnet.com/development-communication/social-mobilization/
5	Digital Divide	The Digital Divide highlights the gap between those who have access to digital technology and the internet (the information-rich) and those who lack access (the information-poor). This issue is crucial for development communication practitioners because it underscores the profound inequities in access to information and opportunities for individuals and communities. Bridging the Digital Divide is vital as it ensures that marginalized and disadvantaged groups have access to essential information, education, healthcare, and employment opportunities, empowering them to improve their lives. The challenge lies in making digital resources more accessible and affordable, especially in developing regions, which is a pivotal aspect of promoting sustainable development and reducing disparities in society. As a development communication practitioner, addressing the Digital Divide is not just a matter of technological access; it is a crucial aspect of social justice and inclusive development that we need to champion and actively work towards. Link: https://www.ncbroadband.gov/digital-divide/what-digital-divide#:~:text=The%20digital%20divide%20is%20the,variety%20of%20industries%20and%20sectors.

NOTES:

• Communication is viewed as a pan-discipline encompassing other areas of study.
• Key figures like Shannon, Weaver, Lasswell, and Norbert Wiener contributed to the understanding of communication, often using different approaches and metaphors.
• Communication is both an art and a science.

Related Concepts

1. Channel Capacity 
   • Channel capacity refers to the maximum information a communication channel can handle effectively.
   • Early communication scientists like Shannon, Weaver, and Ashley studied how much code channels could contain, introducing the concept of “bits” as the basic unit of information.
   • A “bit” is a binary digit, with 8 bits forming one byte, a practical choice due to its compatibility with alphanumeric characters.
   • Channel capacity questions applied to various communication mediums, including radio frequencies and computer storage media.
   • Miller’s “Magic Seven” theorem suggests people can effectively absorb around seven “chunks” of information.
   • Information overload can occur when the information presented exceeds this limit.
   • The specific number of bits in one “chunk” varies based on the receiver and message structure.
   • Structuring messages into manageable chunks is advisable to ensure efficient absorption by the audience.

2. Cybernetics
   • Cybernetics is a branch of General Systems Theory (GST) that focuses on communication in both living and non-living systems.
   • GST encompasses living systems, including organisms, ecosystems, and social systems, as they perform essential functions: exchanging materials, energy, and information.
   • The exchange of information, which is a vital function for survival, is equated with communication.
   • Norbert Wiener, a notable figure, founded cybernetics and coined the term from the Greek word “kuber,” meaning helmsman or pilot.
   • Cybernetics is rooted in the Second Law of Thermodynamics, which deals with the diffusion of heat and entropy, the tendency towards greater uniformity and less organization.
   • Wiener argued that the exchange of information counters entropy, and he referred to information as “negentropy.”
   • Living systems are purposeful and aim to achieve their desired or ideal states.
   • The Second Law of Thermodynamics predicts entropy in living systems.
   • Social systems are considered living systems, and entropy hinders them from achieving their societal goals.
   • Information, or communication, is the means to counter entropy and enable social systems to attain their objectives.

3. Dependency
   • The Dependency Model by De Fleur and Rokeach suggests that people have become highly reliant on the media for information, which affects both audiences and the structural stability of social systems.
   • The model illustrates that the degree of dependency on media is positively correlated with the type of information received from the media, the instability of government and institutions, and changes in knowledge, attitudes, and actions attributed to media.
   • During crises and significant events, people tend to consume more media, becoming highly dependent on radio, TV, and newspapers for updates.
   • Media coverage during crises can lead to significant societal effects, including government changes, social unrest, and public behavior shifts.

4. Domains
   • The three domains within an individual that can undergo changes through stimuli are the cognitive domain (knowledge gain), the psychomotor domain (behavioral changes and skill acquisition), and the affective domain (attitudes and values).
   • Changes in the affective domain are more challenging to measure as they pertain to internal aspects of a person’s feelings and values, although they can be observed through verbal or behavioral manifestations and are typically assessed using psychological scales.

5. ICT
   • ICT stands for Information and Communication Technology, which represents the second and third generations of information technology resulting from the fusion of computers and telecommunications.
   • Key social trends associated with ICT include informatization (the dominance of information labor and commodities in national economies), digitization (the use of digital technology as the standard for information-based systems), and globalization (blurring of national and regional boundaries in various information-related sectors).
   • ICT enables the convergence of different media types (print, audio, video) through a common digital platform.
   • ICT encompasses a wide range of technologies and systems, including computer systems, networks, cellular telephony, desktop publishing, multimedia production, the Internet, and cable television.
   • ICT applications can be web-enabled, networked, or stand-alone, and they can provide information or knowledge systems or generate information and knowledge products or services.
   • ICT applications are diverse and varied, with examples such as email communication, e-commerce and e-business transactions, and e-government services for local and national governance.

6. Information Society
   • The Information Society represents a new era in human civilization, distinct from the Agricultural Age and the Industrial Age.
   • It began with the launch of the Sputnik satellite and the development of computers, characterized by rapid informatization, the recognition of information as a primary resource, and information-based economies.
   • Information-based economies rely on knowledge workers, marking a shift from labor forces in agriculture-based and industrial-based economies.
   • Countries with information-based economies can be considered part of the Information Society, such as Singapore.
   • However, many developing countries, including the Philippines, remain rooted in agricultural societies, which face challenges in transitioning to the Information Age.

7. Invasion of Privacy
   • The death of Princess Diana and her boyfriend Dodi Alfayyed drew attention to the invasion of privacy by paparazzi and sensationalist tabloids.
   • The families of Princess Diana and Dodi blamed the media, particularly paparazzi, for invading their privacy and contributing to the fatal car crash.
   • The question arises as to when celebrities cease to be public figures and gain the right to privacy.
   • Legally, all citizens have the right to privacy, but legal experts argue that public figures who have jobs in the public eye may relinquish some of their privacy rights.
   • Politicians, actors, and other famous individuals are expected to be in the public eye, as people are naturally curious about their private lives and how these might affect their public roles.
8. Knowledge Management
   • Knowledge Management (KM) is an evolving discipline that views an organization’s intellectual capital as a manageable and potentially valuable asset.
   • Every organization possesses human capital, consisting of individual talents and tacit knowledge, often referred to as intellectual capital, which is a crucial input for generating wealth.
   • The primary goal of KM is to facilitate the sharing and reuse of intellectual capital.
   • Traditionally, managing intellectual capital was challenging as it primarily resided within individuals. However, with Information and Communication Technology (ICT), this knowledge can now be captured, stored, and shared electronically, making it more manageable.
   • Bill Gates compares an organization to an organism with a digital nervous system enabled by computer hardware, software, and networking. KM systems serve as the organization’s nervous system, facilitating knowledge sharing and reuse.

9. Language and Meaning
   • Language plays a crucial role in communication, serving as a means to express and elicit meanings.
   • Language consists of significant symbols that people use and structure to create meaning, with vocabulary and syntax being integral components.
   • People share a language when they understand and use symbols that have significance to all of them.
   • Language is used to convey meanings to others and ensure they receive the intended meanings. It also facilitates responses that can bring about change.
   • Communication involves two types of meaning: denotative (dictionary meaning) and connotative (implied meaning). However, meaning is more complex and resides in both the message-sender and the message-receiver, not just in the message itself.
   • In inter-cultural situations, different cultural backgrounds and experiences can lead to varying interpretations of the same words or symbols, highlighting that meanings are context-dependent.
   • Effective development communicators must choose words and symbols that align with their receivers’ shared meanings. People have different meanings for things and ideas due to their cultural, educational, and experiential perspectives.
   • The understanding of colors, for example, can differ across cultures, emphasizing that meanings are embedded in people’s interpretations.

10. Mass vs Interpersonal
    • Interpersonal communication has the power to influence people’s knowledge, thoughts, and actions, making it an essential component of persuasive communication in development communication.
    • Development efforts often rely on change agents like extension agents and development communicators who work directly with communities to convince, persuade, motivate, and encourage change.
    • Interpersonal communication is considered highly effective in bringing about change, surpassing the impact of billboards, leaflets, or videotapes.
    • While interpersonal communication is crucial, it doesn’t rule out the use of other communication methods.
    • In contrast, mass communication has traditionally been seen as less effective in changing people’s behavior. However, some communication scientists are reevaluating this perspective, suggesting that contemporary mass media can indeed bring about significant and even radical changes in behavior, whether positive or negative.
    • It is essential to understand these influences and harness them to promote positive changes in individuals and society.
11. Memetics
    • Memetics is a concept introduced by evolutionary biologist Richard Dawkins in his 1976 book “The Selfish Gene.”
    • It defines a meme as a replicating information pattern that uses human minds to propagate itself, much like a virus uses cells for replication.
    • Memes can encompass various cultural elements, such as ideas, songs, fashion trends, or expressions, and they have the potential to influence and change individuals and even entire cultures.
    • Memetics is a fascinating field that explores how memes behave and spread, offering insights into the dynamics of social movements, which is crucial in the study of development communication.
    • Understanding how to effectively spread socially beneficial ideas, or memes, on a large scale to become ingrained in a culture is a significant challenge in the field of memetics.

12. Network
    • A network consists of nodes and links, where nodes are the elements or units in a network, and links connect these nodes, either physically or symbolically to represent associations or relationships.
    • Two nodes connected by a reciprocal relationship are referred to as diads, and nodes with many reciprocal links compared to others are called hubs.
    • Networks can be composed of objects, such as computer terminals in a local area network (LAN), or people, like a group of friends.
    • Sociograms are visual representations of networks, illustrating unique relationships among the nodes, including cliques, bridges, cosmopolites, and isolates.
    • Network science is a growing field related to communication, suggesting that networks form the fundamental organizational structure of living systems.
    • Networks can be found in various contexts, including the World Wide Web, alumni associations, and even the human body’s organizational structure.
    • All networks, whether organic or inorganic, living or nonliving, physical or biological, political or social, follow certain laws of network behavior, such as the six degrees of separation, the benefits of decentralized networks, the importance of interconnectivity and reciprocity, and the need for network activity and content to survive.
13. Non-verbal communication
    • Non-verbal communication plays a significant role in face-to-face interactions, accounting for around 65% of the social meaning, while verbal communication makes up the remaining 35%.
    • Non-verbal cues include gestures, facial expressions, the physical distance between individuals, and timing.
    • Kinesics, founded by Ray Birdwhistle, is the science of conveying messages through bodily gestures and facial expressions, with the basic unit of meaningful bodily movement called a “kine.”
    • Body language is often culture-specific, and the same gestures may have different meanings in various cultural contexts.
    • Proxemics, developed by Edward Hall, focuses on communication through spatial relationships and distinguishes between intimate space, personal space, social space, and public space.
    • These spatial zones differ between cultures, but generally, only close friends and family can enter intimate space (within six inches from one’s body), personal space extends to about a foot and a half, social space extends from one and a half to three feet, and public space is beyond six feet from one’s body.
14. Selectivity
    • Three selective processes that influence the effectiveness of communication are selective exposure, selective perception, and selective retention.
    • Selective exposure is the process of choosing which messages to listen to, watch, or read. As communicators, it’s essential to create messages that audiences will choose to engage with.
    • Selective perception involves perceiving some things and not perceiving others based on judgments that are influenced by experiences and values. Communicators should consider how the receiver’s perception of the message source can impact their understanding of the message, emphasizing the importance of credibility.
    • Selective retention refers to the fact that people remember some things and forget others. Therefore, effective communicators must design messages in a way that ensures their audience will remember them and their key points.
15. Social Mobilization
    • Social mobilization, or socmob, is a process that unites various social sectors for a development program.
    • It involves advocacy to persuade decision-makers, IEC for knowledge and attitude change, community organizing for collective action, and capacity development.
    • Networking and alliance building bring together organizations with similar interests.
    • Monitoring and evaluation assess program effectiveness, identify weaknesses, and allow for improvements.
16. The Net and Digital Divide
    • The Internet is a global network of connected computers, described as a community of cooperation spanning the globe.
    • The World Wide Web is a collection of computer files accessible on the Internet, linked electronically through HTML and viewed using a browser.
    • Despite easy access to information online, issues of content control and the digital divide are concerns.
    • Control over Internet content is a challenge due to the vastness of online information, including disturbing elements like pornography and terrorism.