KCOM112 Study Unit 12 Notes

Specialisation Areas in Communication Studies

  • Communication occurs within specialized areas and career contexts.
  • Communication contexts are explained using theories.
  • Perception and observation vary within contexts.
  • Interpretation of the world is shaped by communication context.
  • Specialization influences nonverbal communication.
  • Opinions are formed based on perceptions within communication contexts.
  • Specialization influences intrapersonal communication.
  • Interpersonal communication is affected by specialization.
  • Communication contexts utilize cultural domains.
  • Technology's impact on communication careers.
  • Cultural differences in communication within specializations.

Outcomes

  • Understanding of various communication specializations.
  • Informed career choices in communication.
  • Recognition of linkages among specialization areas.

Introduction to Communication Specialization Areas

  • Communication contexts: Intrapersonal, interpersonal, group, etc.
  • Communication specialization areas:
    • Organizational communication
    • Health communication
    • Public communication
    • Mass media communication
    • Development communication
    • Corporate communication (PR)
    • Marketing communication (Advertising)
    • Political communication
  • Communication careers:
    • Corporate communications practitioner / Public relations officer
    • Marketing communications manager
    • Brand manager / Social media manager
    • Journalist / editor / publisher
    • Web content manager
    • Video/television/film director, copywriter
    • Political spokesperson, politics

Organisational Communication

Introduction
  • Essential for company productivity and societal service.
  • Encompasses intra, interpersonal, public speaking, small group, and mediated communication.
  • Strategic communication: Intentional communication crucial for an entity's existence and long-term success.
Structure of Organisational Communication
  • Communication channels:
    • Formal: Written, oral, instructions, interviews, training programmes, letters, reports
    • Informal: Conversations among employees.
  • Hierarchies: Linear diagram illustrating status and relationships.
  • Information flow: Upward, downward, lateral, horizontal, grapevine.
  • Benefits of open communication channels:
    • Stakeholder engagement: Positive employee communication.
    • Consistency: Awareness of vision for alignment.
    • Feedback: Healthy interaction for company effectiveness.
    • Understanding organizational goals: Aligning personal goals with organizational outcomes.
    • Change communication: To be communicated as positive.
Communication Networks
  • Establishing communication patterns, central and peripheral figures.
  • Example: Policy decisions networked among university deans but not all staff.
Theoretical Approaches to Organisational Communication
  • Classical approach
  • Human relations approach
  • Human resources approach
  • System approach
  • Cultural approach
    • Organization has its own cultural identity.
    • Three contributors:
      • Corporate identity: Presentation to public (letterhead, logos).
      • Corporate image: Public perception of the organization.
      • Corporate personality: Unique characteristics.
Career Opportunities
  • Spokesperson
  • Advertising
  • Public relations
  • Editor of in-house publication
  • Communication consultant: Advising on internal, external communication, and public image.
  • Applicable in businesses, industrial organizations, churches, hospitals, government, military, academic institutions.

Health Communication

Introduction
  • Occurs between therapist and patient, healthcare teams, and clinics.
  • Complicated by lifestyle, attitudes, beliefs, gender, socio-economic situation, mental and physical aspects.
Basic Functions of Health Communication
  • Diagnosis:
    • Gathering and interpreting patient data by health professionals to find solutions.
  • Counselling:
    • Empathic listening to understand patient's symbolic orientation.
    • Discussing illness nature and treatment implications.
  • Education:
    • About prevention and health.
Health Information and Technology
  • E-health
    • Informed decisions, preventive care, support groups.
Communication Skills and Support
  • Sharing control with patient through two-way communication.
  • Empathy and confirmation.
  • Supportive environment.
  • Social support: Emotional, instrumental, informational, and appraisal.
  • Importance of intercultural context in South Africa.
Career Opportunities
  • Designing health messages for campaigns
  • Health reporting in media
  • Health communication research

Corporate Communication / Public Relations (PR)

Introduction
  • Presentation of a favourable image to the public.
  • Dissemination of information to improve sustainability and profitability.
  • Spin doctors in political campaigns.
  • Crisis management: Controlling damage to public image.
  • Social media for strategy implementation.
Career Opportunities
  • Journalist / Reporter in print or digital media
  • Advertising
  • Media purchaser
  • Media analyst
  • PR officer / communications official

Development Communication

Introduction
  • Communication promoting development as a two-way process.
  • Addressed through three paradigms:
    • Dominant paradigm
    • Alternative paradigm
    • New paradigm
Development Support Communication (DSC)
  • Facilitates resources from donors/government to disadvantaged communities.
  • Job:
    • Encourage skill upgrades
    • Enhance group structure
    • Remove social and environmental barriers

Political Communication

Public Speaking and Persuasion
  • Role of political communication in a democracy.
  • Propaganda and activism as persuasive tools.
  • Propaganda: Deliberate attempt to control attitudes through media communication.
Types of Propaganda
  • Political and sociological: Voter views vs. community involvement.
  • Agitation and integration: Exploiting conflict vs. stabilizing the system.
  • Rational and irrational: Logical appeals vs. emotional appeals.
  • Vertical and horizontal: Leader influence vs. peer influence.
Performance Dimensions of Persuasion and Negotiation
  • Manage the image of a political party through mass media.
Career Opportunities
  • Political NGOs
  • Governmental departments
  • Political parties
  • Political commentary
  • Diplomatic service

Mass Communication

Introduction
  • Broadcast, print, new media trends in South Africa.
  • Trends:
    • Broadcasting to Narrowcasting
    • Flexibility in sending/receiving messages
    • Multimedia environment accessibility
Journalism
  • Methodological process of gathering, interpreting, and telling stories ethically in various media.
  • Newsworthiness criteria:
    • Freshness/recency
    • Prominence of people involved
    • Consequences for others
    • Human interest
  • Economic considerations: Advertising impact.
  • Gatekeeping function influenced by realities.
  • Citizen journalism.
Marketing Communication / Advertising
  • Targeting consumers to communicate information for gain.
  • Effectiveness: Reach, frequency, selectivity, cost-effectiveness.
  • Functions of advertising:
    • Marketing function
    • Educational function
    • Economic function
    • Lower cost of sale
    • Improved living standards
Audio-Visual Communication
  • Videos (television, films, TikTok, YouTube).
  • Complex production process: Pre-production, production, post-production.
  • Visual design importance: Movement, composition, color, space, semiotics.

Public Speaking as Skill

Benefits
  • Develops investigation abilities.
  • Enhances perceptiveness and critical thinking.
  • Builds confidence and self-esteem.
Purpose of Speech
  • Informative speech: Increase knowledge.
  • Persuasive speech: Influence attitudes and behaviour.
  • Entertaining speech: Increase enjoyment.
Analyzing the Audience
  • Demographics (gender, age, nationality, language, occupation, etc.)
  • Psychographics (interests, values, attitudes)
  • Sociographics (group affiliations)
  • Setting
  • Occasion
Topic Selection
  • Subject area
  • Topic
  • General purpose
  • Specific purpose
  • Topic statement
  • Research, summarize, group notes, write in full, use key cards.
Writing the Speech
  • Part 1: Introduction
    • Gain attention, establish credibility, state purpose.
  • Part 2: Body
    • Elaborate ideas, audience comprehension, clarify, conclude.
  • Part 3: Conclusion
    • Reinforce main idea, summarize, motivate action.
Delivering the Speech
  • Notes/key cards
  • Language level: personal and direct
  • Vocal rendition: Volume, speed, pitch
  • Nonverbal behaviour
  • Dealing with questions
Evaluating Speeches
  • Speech type
  • Audience needs
  • Research thoroughness
  • Speaker credibility
  • Language, voice, non-verbal communication
Used in These Careers
  • Politics
  • Advertising
  • Public relations
  • Marketing industries
  • Corporate communication
  • Health communication