Essay on Types of Communication

4314 Words Aug 13th, 2010 18 Pages
Using examples of organisational communication, discuss what the four main approaches to media research explained by McQuail (2005, ch 3) offer to an understanding of company media communication.

Communication is the exchange or transfer of information. It covers just about any interaction between people. It is described by McQuail as, “a process of increased commonality or sharing between participants, on the basis of sending and receiving ‘messages’.” As communication is the sending and receiving of ‘messages’ there is a question as to whether a message sent that does not obtain any feedback can be counted as a form of communication. The two basic forms of communication are vocal and non-vocal. We communicate in numerous different
…show more content…
How companies communicate with their audiences is very important to their ‘brand image’, social status, and sales. For these reasons organisations usually invest heavily in their communication efforts.

McQuail suggests that exploration into media communication have suffered due to dominance in the field by one particular research approach. A dominant paradigm emerged, fundamentally normative, and based mainly around a ‘linear transmission model of effects’,
“The ‘dominant paradigm’ combines a view of powerful mass media in a mass society with the typical research practices of the emerging social sciences, especially social surveys, social-psychological experiments and statistical analysis.” (McQuail, 2005)

Although McQuail argues that three alternative communication research methods are also being more widely used now. These are; a ‘Ritual model’, a ‘Publicity model’, and a ‘Reception model’. Each of the models have their own advantages and disadvantages, and when applied in an organisational scenario the right model has to be chosen in order to exploit the advantages of that model. As stated previously good organisational communication is crucial for a company to succeed, and by studying these four

Related Documents