Social communication

Social communicationSocial communication – organicm, integral part of social interactions

The content of social interaction/relations is performed on three levels:

• Perception – mutual perception and understanding of individuals within social relations

• Interactive – exchange of activities, organisation of joint activities

• Communication – exchange of message, transfer of information

Social communication

Three general communication laws 1 . We cannot NOT communicate 2 . We cannot NOT influence.3 . We cannot not ACT – we communicate by acting all the time, all our acts/behaviour have the purpose.

Sharing (lat. communicare = share something). Not only sharing the content but also joint participation.

Exchange of information

Narrowed term – exchange of information.

What is communication?

Social communicationDevelopment

• Epoch of signals• Epoch of speech• Epoch of writting/Print• Epoch of mass media

Social communication

Two forms of social communication:

1. Social act – individual simple ways of communication (interview, chat)

2. Social process - series of social acts

Sender

Intention, motivation, actual mental and physiological state etc.

Receiver

Transmisstion via channel

Verbal, nonverbal, written, phone, TV

Content

Feedback

Encoding - decoding

noise noise

Social communication

Also in marketing the communication process includes the chain: sender-encoding-transmission device-decoding-receiver. It is a part any advertising or marketing program. Encoding the message - is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media (television, radio, magazines, and others).

Messages travel to audiences through various transmission. The third stage of the marketing communication process occurs when a channel or medium delivers the message.

Decoding occurs when the message reaches one or more of the receiver's senses. Consumers both hear and see television ads and decode it for themselves. Others consumers handle (touch) and read (see) a coupon offer.

Barrier is anything that distorts or disrupts a message. It can occur at any stage in the communication process.

Social communication in marketing

Social communication

9. Context of communication (with whom, where, about what…)Internal context – all stimuli coming from the past and present that we use to get the information about our world. Our partner – not a tabule rasa (has his/her inner context too)External contextPsychologicla, social, cultural and biological factors• Time and space• Mutual relations of participants of comm. process• Features of participants (temperament, cognitive style)• Actual emotional state• Motivation (needs, interests, values)• Age, previous experience, education, intelligence, hardiness, adaptibility)• Actual mental and physical state,

Social communication

Motives of communication

• Cognitive• Instructional• Associative• Self confirming• Adaptive• Power

Existentional• Hedonistic

Social communication

Ways of communication

Three basic polarities

• Digital – analog• Complementary – symetric• About content – about relations

• Synchronous x asynchronous

Social communication

Competences to communicate

Predisposion that enables us to communicate with other people• Expressive – ability to communicate contents in a way that is

understood by others• Receptive – ability to receive the information and understand them

(their meaning in given context)

• Competence – also authorisation to communicate

Barriers• Unintentional ( language barrier, cultural barrier, lisp)• Intentional – (limited/no authorization to provide important/confidential information, no interest, saturation)

Social communication

Situational roles

• Dyadic communication in private• Dyadic communication in public controlled by one party (interview)• Communication in small, primary group• Communication of an individual in public (protected by public)• Communication of an individual in public (in front of public)• Communication in organizations• Sales communication • Mass media communication• Arranged communication• Intercultural communication

Social communication

Types• Verbal x nonverbal

• Intentional x unintentional• Conscious x unconscious• Rational x irrational• Logical x emotional• Active – passive• Interpersonal x intrapersonal

• Communication by act

Social communication

Verbal communication Verbal communication:• Acoustic• Graphic• Combined

Content• Education, overview, interest, values, actual needs.

Formal part• Paraverbal characteristics

• Acoustic characteristiscs (tone of voice, intonation, colour)• Amount and length• Rhytm• Speed

Social communication

Non verbal communication (extralingvistic means)

Communication that does not include words; messages expressed by nonlinguistic means; people’s actions or attributes, including their use of objects, sounds, time, and space, that have socially shared significance and stimulate meaning in others.

Social communication

Non verbal communication – function

Social communication

Compliance of verbal and non-verbal !!!!!

Social communication

Non verbal communication

1) Pressure a) My pressure – clothing gesturesb) Pressure of others

2) SymbioticWe want to cooperate

Social communication

Verbal - 7 %

Vocal elements 38 %

Nonverbal – 55 %

it’s not necessarily what you say but how you say it. 93% of any message is conveyed via non verbal means (Dr. Albert Mehrabian, Silent Messages)

Social communication

Willingness to communicate

Extroversion x introversion