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Chapter 1

Communication in
the 21st Century
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The Communication Age

• An age in which communication, technology,


and media converge and permeate daily life
– Convergence: The ways in which the many forms
of technologically mediated and face-to-face
communication overlap and intersect in our daily
lives.

© 2017 SAGE Publications, Inc.


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The Communication Age (cont.)


– Permeate: Communication, Technology, and
Media saturate or infuse our daily lives
• Digital natives – people for whom digital technologies
already existed when they were born
• Digital immigrants – people for whom digital
technologies were adopted and learned later in life

© 2017 SAGE Publications, Inc.


1

What is Communication?
• Communication is the collaborative process
of using messages to create and participate
in social reality
• Communication is a dynamic ongoing process
• Communication is collaborative requiring the
involvement of others
• Communication involves messages
• Communication is creative
• Communication is participatory creating and
taking part in social reality
© 2017 SAGE Publications, Inc.
1

Contexts of Communication
• Face-to-face
– Physically, or bodily, present while speaking
directly to one another
• Mediated
– Communication or messages that are transmitted
through some type of medium
• Interpersonal communication
– Communication between people sharing a
relationship

© 2017 SAGE Publications, Inc.


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Contexts of Communication (cont.)


• Small group communication – communication
among members of a small group of people
working together for a common goal
• Public communication – situations in which a
person delivers a message to an audience
– Audience is a unified body with a common
interest

© 2017 SAGE Publications, Inc.


1

Contexts of Communication (cont.)


• Mass communication – messages transmitted by
electronic and print media to large audiences
• Mass personal Communication- happens when a
person uses a mass communication context for
interpersonal communication or when a person
uses an interpersonal communication context for
mass communication, such as social networking
posts

© 2017 SAGE Publications, Inc.


1

Communication Metaphors
• Communication as Transmission
– Source sends a message through a channel to a
receiver in an environment

© 2017 SAGE Publications, Inc.


1

Communication Metaphors
• Communication as Interaction
– Two way process of action
– Adds feedback and fields of experience to the
Communication as Transmission model

© 2017 SAGE Publications, Inc.


1

Communication Metaphors
• Communication as Transaction
– Participants are simultaneous sender-receivers
linked in relationship to one another
– Exchanged messages impact people by sharing
surface information and meaning about the
relationship of the participants

© 2017 SAGE Publications, Inc.


1

Communication Metaphors
• Communication as Social Construction
– Communication shapes and creates shared social
reality

© 2017 SAGE Publications, Inc.


1

Communication Metaphors
• Communication as Social Construction
– Communication shapes and creates shared social
reality

© 2017 SAGE Publications, Inc.


1

Metaphors Matter
• Each metaphor builds on the previous ones to
go one step further
• The metaphor you adopt makes a difference in
your life
• People who can understand communication
from multiple points of view have higher
communication competence (O’Keefe, 1988)

© 2017 SAGE Publications, Inc.


1

Metaphors Matter
• You will be placed in a group.
• Take 1-2 minutes to silently review the
metaphor your group has been assigned (pgs.
13-16)
• Work together to identify an example of how
communication works within your metaphor
(5 minutes)
• Choose which member of your group will
explain this example to the class
© 2017 SAGE Publications, Inc.
1

Communication Ethics
• Ethics is a code of conduct based on respect
for yourself, others, and your surroundings
– To be ethical, communication should provide
empowerment and responsibility
– Communication ethics adjust depending on which
metaphor you adopt

© 2017 SAGE Publications, Inc.


1
Connecting and Engaging
in Communication
• The process of communication is all about
connecting and engaging
– Connecting is the power of communication to link us
to people, groups, social institutions, and cultures
– Engaging is the act of sharing in the activities of the
group
– Communication activism is the application of
connecting and engaging in support of needed social
change for individuals, groups, organizations, and
communities
© 2017 SAGE Publications, Inc.

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