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Communication Theory - Introduction

Welcome to the Communication Theory lesson! Communication can’t be easily defined due to being omnipresent in many forms. Businesses benefit extensively from an effective communication strategy, this is applicable to both internal and external avenues.

This chapter will discuss the most important communication models, how they have evolved over time and how they can be applied in practice; these include Shannon & Weaver’s model, Berlo’s model, and Barnlund’s model. The chapter will also cover the uncertainty reduction theory and the influence it can have on the communication between individuals, and how the reduction of uncertainty can help businesses communicate with consumers. Another very important aspect of communication that is discussed within this chapter is the impact which culture can have on it, or the way that it can affect culture. This is then followed by consideration of types of communication, such as verbal, non-verbal and visual. Ultimately, the chapter advances a discussion of the applicability of the theories presented within to the observed modern-day overreliance on digital media.

Below are some goals and objectives for you to refer to after learning this section.

Goals for this section

  • Define communication
  • Identify specific theories relevant to communication in the current business context

Objectives for this section

To be able to:

  • To understand the importance of communication theory
  • To understand key communication models
  • To understand verbal and non-verbal communication

Begin the Lecture