Communication is the fundamental social process. It’s a highly intricate network of partial or complete understandings between the members of a society.
Informational, instructional, persuasive, and entertaining communications cause receivers to process in different modes. Advertising combines persuasion and information, attracting attention and goodwill with entertainment. If we can make our entertainment ability resonate within our messages, they will be fun to decipher and get shared by people in informal groups.
Reputation is how we skip checking information – we confer a reputation upon information sources that have provided ideas in the past.
Communication is an action. It is something people do. The sender is talking to himself first – there is no assurance that the receiver is actually going to receive the message, other then prior communication success.
Institutions exist to house communications. Thousands of individual communications form the essence of organizations. Our group relationships enter into how we use communications and how communications impact us.
There is a sender and there is a receiver. There is a message. That is all communication is. the sender may have an agenda in communicating. The sender trying to persuade is immediately discounted by the receiver. Better to create instructional material that is valued by each receiver, and then promote that instructional material, rather than pitch people who aren’t listening.
The receiver has a social relationship to the sender, however weak. There are consequences of accepting or acting on communications. The receiver puts the new communication together with an understanding of the message in symbolic and structural terms. The message is sent under certain conditions. The receiver has certain abilities, and has innate responses and learned responses to various styles of communication.
Sharing is communication within a relationship. The audience is not a sitting target. Messages sent can be garbled by the receiver. Groups that people belong to affect their communication habits, causing them to choose and react to messages that defend the norms of their valued groups. People consult other members of the groups as to how they should interpret or respond to messages.
Messages contain information, packaged with other variables. Some presentations are two-sided, some are one sided. Some are more important than others, some are more recent than others. The use they expect to gain from content is the most important aspect of what people select and remember from communication.
Messages are a collection of symbols. These symbols are inherently meaningless, without cultural learning to allow the sender to encode in the same language that the receiver can decode. Even with the same language, the message is never interpreted exactly the same by any two receivers, because they are coming at it from different perspectives in space, time, and relationships.
The sender desires a response. The sender must carefully construct a message so the receiver will respond in that way. If the receiver responds in that way, the sender may take that as a “green light” – an invitation to send more messages containing additional information on this topic.
Receivers swim in an ocean of stimuli available to them in their Sense Field. Receivers select from the content of any message they choose, and they interpret and act or ignore it according to their own desires.
Receivers inform themselves about changes. Changes are what we are most sensitive to, because changes pose challenges and opportunities. There are surface reasons for communication, and layers of implications as well. Social norms like patriotism and self-sacrifice permeate how we communicate and interpret the world. An artist relates to an audience, a teacher to students, a leader to followers.
Danger and opportunity lead to more communication because of more motivation. We communicate with groups to perform surveillance of the environment, consensus about options and decisions, and socialization so people don’t have to make the same decisions over again. We want to expand their picture of reality by learning of opportunities and dangers. We want to share a common knowledge of our environment. We want members of our groups to play their roles and abide by norms and customs. We want people in our group to be entertained, distracted from troubles, and artistically inspired. We want to enjoy, relax, sometimes escape from real problems, and sometimes game oblique insight into our situations. Our goal is to gain a working consensus on decisions, when analyzing followers, exert some influence on behavior, and put resources into our hopes and dreams. You want to take action with as much information as possible, and behave in a socially attractive way.
Moviegoers identify with heroes and draw vicarious pleasure from their strength and character. We seek advice on how to solve some of our own problems in the media.
All of us are oriented to pay attention to various signs and messages. When two or more of us share an orientation, we form an audience for that sign source. The encoding of a message must be done with skill if it originates from a sender who does not really know the receiver personally. Events cause changes in the environment, which are picked up by the senses and transmitted to other human beings through communication.
Communication produces feelings in the recipient. His feelings impact before the actual information is delivered – the first impression, the media used, the timing of the message in the receivers life all play a powerful role in the success of a communication. When the communication leaves the sender, and hasn’t yet hit the receiver, the message exists in interpersonal limbo and can be deciphered by others.
Language is an abstraction. We required ways of referring to objects and activities without having to point at them or pantomime them. Encoding messages lets us communicate information further than our own mortal time span if it is adapted by others and resonates around society.
The receiver can communicate to the sender after receiving a message. This is called feedback. Feedback guides further communications, and lets the sender know how the messages being received. Noise is anything extra in the communication channel that accidentally gets in there. This includes distracting and competing elements, such as a pretty girl walking by or a jet plane that flies over. Messages deteriorate before they are decoded and interpreted by receivers. We seek media with high signal to noise ratios to overcome the threat of distortion.
Different media tactics are used in different situations. The situation may pose constraints which limit communication options.
The very act of communication sets up a temporary group. The more communication goes on within this group, the more real it becomes. More people join, and roles are enacted. The group develops norms and goals and an outlook for information. Information then enters the group and is interpreted collectively. The group decides together, often acting together in order to get the most out of the new information.
Communicators display signs which attract specific targeted receivers out of the general market. Some receivers are actively looking for specific information, some receivers are actively avoiding communication. The sign created by the would-be communicator must be inherently attractive if the communicator doesn’t want to put energy into forcing others to pay attention.
Between the sender and the receiver exists a common ground. If the sender and the receiver both have a common experience, a basis for effective communication can be established around that experience. if the sender is explaining an experience outside the frame of reference of the receiver, common ground must be established first.
The form of a message can communicate purity and make it pleasant to read or listen to or look at. Timing of messages and sequencing of communications is critical for the sender to make sure the communications won’t fail. most communications falls on deaf ears because the receiver has no idea what the sender is talking about, or who the sender even is.
First establish who you are, and make them care about that. Then determine to resonate with them emotionally. Only now, deliver the payload of information – and then, promote it so that the total message hits at the perfect time for a given receiver.
Perceptions happen in the present or can be stored in memory. Social relationships and role patterns are perceived and valued by most people. Perceptions can trigger psychological processes that affect the response to communications.
Communications is two separate acts, one performed by the sender, one performed by the receiver. The communicator is also part of groups that impact what, how, why, where, and to whom effort is made to communicate on an ongoing or sporadic basis.
When deciphering the message, the receiver is in a state of suspended animation. When you read a big book, you can get hypnotized and forget the time is passing. An anesthetic hypnosis overcomes us when we are watching a movie or playing a videogame. Hours pass while we chat on the phone or post songs to Facebook. We lose ourselves in communication. We seek further opportunities to pleasurably dissolve our consciousness in the communications of others. We pay Netflix to be brainwashed. this is because our real friends aren’t as interesting as the magicians of Hollywood. If communicators were more interesting, more people would listen. We need to encourage users to be interesting.
The mass media contribute to changes in taste, audience feedback adds to changes in the media, and the cycle continues. persuasion changes attitudes, attitudes change behavior, and behavior reinforces the attitude until it becomes a standard.
One mind may affect another through procedures. Each of these procedures is an active communication. Human relations developed through symbols understood in the mind. A dog can’t understand a word written out. Symbols can be conveyed through space and time.
Information is not the same as communication. Information consists of knowledge, ideas, thoughts, and messages. Influence, emotion, timing and relationship are also part of every communication. Information reduces uncertainty. After information is conveyed, possibilities can be highlighted for the receiver to act upon. Other possibilities can be diminished so that the receiver only sees the possibilities highlighted by the sender. Motivated by the sender to consider outcomes, the receiver acts on the sender’s suggestion. A relationship is the medium for all communication, because we don’t pay attention without some relationship to ourselves.
The deeper the relation, the more we tune in to the message. We can form relationships with imaginary concepts such as Coca-Cola, which lets Coca-Cola communicate effectively to us. Brands are symbols that can communicate to human beings through forming a relationship with them over time. Relationships cause us to be in tune with each other, focusing for moments at a time on the same information from unique perspectives, often yielding insight. We seek to contribute to our social relationships through communication. We want to contribute meaning and emotional content. We come to relationships with certain expectations each day.
The mass media make communication possible over great distances, extending our senses of sight and hearing through television, films, and the radio. Even if we aren’t paying attention, we are affected by the ideas forced into the mainstream by the forces of capital.
Receivers pick up random messages all the time. Sly communicators can frame their messages so the receiver feels like they just happened to find out. we tend to look at messages that are close at hand, rather than making the effort to search for what we really want. Ambient messages may not be targeted to us properly, so they will have less impact even though they will have much more coverage.
The expectation of reward from looking in certain places for information leads others to subscribe to a channel. the sender can introduce elements of potential reward in communications to motivate receivers to consider outcomes. Positive outcomes motivate us to adopt new behaviors. Negative potential outcomes make us look for preemptive solutions.
cultivate a reputation for solid information and people will tune in and tell other people about you. Stimulate further learning activity. Once you get even the tiniest bit of attention, communicate. See if your communication is accepted – was it comprehended? Will they remember it for later? What made them tune in to your message over every other one they are handling? What reward does your message offer that will get them to pay attention?
Tinyvox communicates with very little noise. It’s a very direct way of speaking, and speaking is less ambiguous than typing. On Twitter and Facebook, talking affords far richer experience for the sender. We need people to receive the messages posted and like them, a lot!
Being a receiver is full of decisions. Close your eyes and sense all the messages that came to you today. You sense them with your eyes, ears, and memory. You’ve got a topical radar, looking out for pieces of information from the outside world that fit neatly into patterns you have been holding your entire adult life. Information that fits these patterns gets filed and is seen as useful – the most important value for communications.
For example, a student with a smartphone is tuned in to apps. They are also tuned into their own needs and stresses as a student. They have a collection of apps already, and explaining that Tinyvox is an app helps them slot the message we are sending them into a certain pattern. What else would be adjacent to Tinyvox in that pattern? For a student, Evernote, tumblr, twitter, Facebook – all of these form larger entities in their cognitive frame of reference. Tinyvox relates to each of these frames of reference, and we will create documentation to explain this opportunity to students worldwide.