Concept of communication. Communication functions. Role, tasks, essence of communication

Communication in the broad sense of the word is communication, the transfer of information from one person to another. The same concept in an organizational context is considered as a process (communication is the communication of people: the exchange of thoughts, ideas, information, feelings, intentions) and an object (it is a set of technical means that ensure the transfer of information).

The functions of communication are information-communicative, emotional-communicative and regulatory-communicative. However, researchers define them differently. After reading this article, you will learn what the essence, tasks and role of communication are. We will also talk about the functions of this process.

Communication process and its role

The communication process is an exchange of information carried out between two or more individuals. Its purpose is to ensure the understanding and transmission of information that is the subject of exchange.

We transmit and receive information in order to:

• inform other people about something (for example, a press release or teletext);
• warn others (shouting or road signs);
• explain something (textbook);
• entertain (feature film or joke);
• convince someone (a poster calling for something);
• describe something (oral story or documentary).

These are the goals of communication. Most often, there are several of them within one process. For example, a film can inform, entertain, warn, describe, and explain.

Communication difference

People constantly exchange information with each other. A similar process is communication, which is divided into various types, that is, methods used by people when interacting with each other. A similar transfer of facts occurs at the level of exchange of attitudes and feelings, ideas and opinions, views and ideas using non-verbal and verbal ways.

Types of communication include:

• Organizational, including external and internal, informal and formal, as well as horizontal.
• Interpersonal, which are suggestive and persuasive, cognitive and expressive, as well as ritual.

All these types of communications differ from each other in what information people exchange, what goals they pursue, and what roles they choose.

In modern society, becoming a good conversationalist is very difficult. After all, every person has his own worldview and opinion. They set their own rules of life and express expectations that are different from others. This is why we so often have to deal with views that do not coincide with those observed among the people around us. Also, sometimes you have to overcome the aggression of your interlocutor, which he expresses in defense of his opinion.

Satisfying human needs in the communication process

The main reason we all need communication is the social needs of the individual or group. A person enters into the process of communication in order to satisfy his immediate needs. Therefore, the above objectives of communication serve to satisfy basic human needs. Among them the following stand out:

• survival;
• personal needs;
• collaboration with others;
• maintaining relationships;
• persuading someone to think or act in a certain way;
• unification of organizations and societies into a single whole;
• exercising power over people (in particular, propaganda);
• manifestation of imagination and creative nature;
• awareness of the world around us and our experience in it (what we think about ourselves, what we believe, how we treat others, what is true).

Types of barriers in communications

Communication barrier
This is a psychological obstacle of various origins that the recipient places in the way of unwanted or dangerous information.

Barriers to communication can arise through the individual psychological characteristics of those communicating.

The most common barriers to interpersonal communication :

• avoidance (avoiding contact with unwanted persons, forgetting;
• authority (devaluation of information by reducing the authority of the communicator);
• semantic barrier, jargon, slangs;
• stylistic barrier;
• logical barrier. The communicator must choose a system of evidence that is adequate for the given moment.

Encoder

An encoding device, or encoding, is a type of information transformation by a communicator. There is written and oral coding.

Oral means that the transmission of information is carried out through verbal or non-verbal methods (tone, facial expressions, and gestures often acquire much greater importance than ordinary words). An example of oral encoding is the translation of a message for deaf people. In this case, ordinary words are encoded with special signs that are transmitted to the addressee in a non-verbal way.

Written encoding is of the following types:

• electronic, when letters are converted into symbols (0 and 1);
• special when letters are converted into sounds (for example, Morse code).

Definition of the concept

What do we mean by the term "communication"? If we talk about this concept in simple language, it means communication in its various manifestations. And if this had not happened, it is impossible to imagine how a person would live.

The word “communication” comes to us from the Latin language. In it, communication means “transfer” or “message”. That is, communication in a general sense is understood as the exchange of information that occurs between interlocutors. It is also the transmission of a message from one person to another.

Types and forms of communication are very different, speech and non-speech. People, even without speaking, are able to communicate with each other using symbols, facial expressions or gestures. There is also written communication.

It becomes clear that if the transfer of information between several participants in a conversation turns out to be ineffective for some reason, then people will never be able to reach an agreement among themselves. In other words, various types of communications are the basis for the existence and activities of any organization.

Channel and decoder

It is also necessary to consider such a concept as a channel. It is a means of transmitting information (meetings, written communications, oral communications, telephone conversations, reports, memos, computer networks, email, etc.).

A decoder (decoding) is a type of message transformation by the recipient. These are the same tools and methods that are used in encoding, only in this case they are used in the opposite direction.

Paraverbal communications

The meaning of the speech spoken by a person can change depending on the intonation with which he pronounced this or that phrase, as well as the timbre of the voice used to convey sound symbols. Based on this, the interlocutor’s emotions, his confidence or uncertainty, etc. become clear. Such means are classified as paraverbal. They include in their list a set of those sound signals that accompany oral speech and allow us to see additional meanings in it.

An example of paraverbal communications is the utterance of a phrase with a questioning intonation, with sarcasm, with humor, with disgust, etc. That is, in this case, information is transmitted from person to person thanks to vocal tones, which are given a certain meaning in the languages ​​of various nations. With such speech, any spoken word will never become neutral. Moreover, how a person says sometimes becomes more significant than what he says.

What makes paraverbal communications work? This type of information transfer uses the mechanism of human associations. It is thanks to him that our intellect restores facts obtained in the past, comparing them with those that exist at the present time. The effect of a phrase uttered during paraverbal communication is achieved due to the creation by the speaker of a common information field of interaction. The latter allows the interlocutor to understand his partner. At the same time, such communication achieves the greatest effect using the following means:

1. Speech speed. When speaking in a manner that is lively and lively, while maintaining a fast pace of pronunciation of phrases, one can talk about the impulsive nature of the interlocutor and his confidence in his own abilities. Conversely, a slow and calm manner of speech will indicate prudence, equanimity and thoroughness of the speaker. If there are noticeable fluctuations in the speed of the text, we can talk about slight excitability, uncertainty and imbalance of the person.
2. Volume. Well-heard speech can indicate the sincere motives of the interlocutor or his complacency and arrogance. Quiet speech indicates modesty, tact and restraint, or a lack of vitality. Significant changes in the volume of spoken phrases indicate excitement and emotionality of the interlocutor. Based on data from communicative practice, increased emotionality of speech sometimes leads to a lack of logic in it.
3. Articulation. With clear and precise pronunciation of words, we can talk about the internal discipline of a person. If the speech is vague and unclear, then most likely the interlocutor is compliant and has a sluggish will.
4. Voice pitch. Very often, falsetto is characteristic of the person whose speech and thinking are most based on the intellect. A chesty voice is a sign of increased emotionality. If a person pronounces phrases shrilly, this indicates his excitement and fear.
5. Speech mode. With the rhythmic repetition of spoken phrases, we can talk about the good mood of the interlocutor, his balance and richness of feelings. With an angular, abrupt manner of speech, a person expresses his anxiety.

All of the above means of paraverbal communication are designed to evoke certain emotions in the partner, as well as feelings of experience, which leads to the achievement of certain intentions. Similar results can also be achieved using pauses and coughs, laughter and sighs, crying and other means of communication that use the voice.

Communication functions

Since the time of Aristotle, thinkers have noted that the process of communication can manifest itself in different ways. Its essence depends on internal and external environmental conditions, declared and true goals of the parties, the number of participants, strategies and means of execution, etc. The functions of communication should be determined taking into account the influence of numerous factors on it. In the real process of transmitting messages, even in one communicative act, several functions are sometimes combined. Moreover, one or two of them are decisive, basic. We can also talk about the functions of this communication in general, that is, about what its role is in the life and activities of society and people.

As a rule, communication functions are isolated only for the purposes of applied scientific or research analysis. For example, this is necessary for consulting activities. An interaction model can be built by determining which functions are primary and which are secondary.

Communication is not just communication...

The roots of the basic concept go back to the Latin word “communication”, which appeared thanks to another word – “communicare”. The first means “ communication, connection ,” and the second means “to communicate, connect, make common.”

The general meaning, it would seem, is clear, but this initial meaning inevitably changed over the course of time and the development of social interaction. It has changed and acquired a slightly different color, which served as the basis for additional interpretations.

So, in particular, based on the definition of “communicare” (to report, connect), communication implies the process of transmitting messages and other signals, and in the modern understanding - the transfer of information or the exchange of knowledge and information between objects of any nature (both natural and artificial) .

On the other hand, there is the etymology of “communication”, which goes back to the concepts of community and association, which occupy a special place in the system of socio-philosophical theories and humanitarian discourses (how is that?). In this perspective, associations, societies and communities are seen either as a goal or as a condition for successful communication.

As for philosophy, issues of communication become particularly relevant only at the beginning of the 20th century. This “belated, but subsequent” reaction of society to this topic is explained by the sharp aggravation of social problems and the need to solve them. And it is precisely during this period that the meaning of the term in question is concretized.

The bottom line is that we get a simple and understandable thesis:

communication is a constructive process of interaction between people or their groups for the purpose of transmitting information or exchanging information.

This definition most accurately reflects the essence of communication and is considered official, however, taking into account different angles, there are other formulations, of which only two are the most common.

In the first, communication is interpreted as the main mechanism that allows creating social connections and improving social culture, and in the second - as the laws of interpersonal interaction that govern people’s relationships.

Communication models

To date, many communication models have accumulated in educational and specialized literature. Most of them were described by researchers in the 20th century. However, Aristotle proposed the first model known to us. Based on it, one can determine the tasks, functions of communication and its meaning. In his works “Rhetoric” and “Poetics”, the thinker presented the following model: “speaker-speech-listener”. He pointed out that this classical model is universal, as it fully reflects the act of communication in both written and oral forms.

However, in the first half of the 20th century, when mass media such as cinema, radio, and television began to develop, the classical model was slightly modified. In the 21st century, due to the development of computer technology, economic integration and political globalization, this model requires an even more in-depth interpretation. Once again, researchers are faced with the task of determining the main functions of mass communication.

Types and techniques of listening

In the process of verbal interaction, information is transferred from one partner to another, which can be expressed by the following scheme: Transfer of information - (the speaker encodes information in words) - (the listener decodes words, extracts information) Understanding information.

The listener's reaction and listening technique are as follows:

• Deafening silence (there seems to be no answer).
• Nodding (“uh-huh”, “uh-huh”, “yes-yes”, “okay”, nod of the chin).
• “Echo response” is a repetition of the last word of the interlocutor.
• “Mirror reflection” is a repetition of the interlocutor’s last sentence with a change in word order.
• “Paraphrasing” is reproducing the content of the interlocutor’s statement in other words.
• Urge (“So...What now?”).
• Clarifying questions (“What do you mean?”).
• Leading questions (What? Where? When? Why? Why? Why?).
• Ratings, advice.
• Continuation (when the listener gets involved in the speech and tries to finish the sentence, suggests words).
• Emotions (“wow”, “ah”, “great”, laughter, sad face).
• Irrelevant statements (not relevant or having only formal meaning).
• Drawing logical conclusions from a partner’s statements, for example, an assumption about the cause of an event.
• “Ridiculous answers” ​​(“nonsense”, “it’s all nonsense!”).
• Questioning (asking question after question without explaining the purpose).

Neglect of the partner (not paying attention to what the partner says, not listening, ignoring the partner, his words). There are generally three listening tactics: Support - Clarification - Comment.

The following types of listening can be distinguished: passive listening, active listening, empathic listening.

Active listening is a type of listening that focuses on reflecting information. Active listening is indispensable in business negotiations, in situations where your partner is equal to or stronger than you, as well as in conflict situations when the interlocutor behaves aggressively or demonstrates his superiority.

All main categories of means of communication are formed in a person’s life in the process of real contacts with people around him. Each category of means has its own specific capabilities that determine its function and role in interaction.

When communicating with others, a person uses means of all categories in total, giving preference to one or another depending on the task that needs to be solved at the moment and his individual characteristics.

Byron Lewis, building on the work of Virginia Satir and Bandler and Grinder, created a model of four basic categories of communication. This model is organized around four preferred representational systems. These are the visual system, the kinesthetic system, the auditory system and the logical system.

The researcher identified certain patterns of behavior that corresponded to each of the categories of communication, especially in stressful situations. A visual person pays more attention to the visual aspects of interaction. This includes facial expressions and gestures, as well as a person’s internal visual imagination. In order to correctly relate to the interlocutor, it is important for the visual person to position himself so that he can clearly see the surrounding environment. For this reason, visual people tend to keep their distance from others.

People operating in the kinesthetic category of communication rely heavily on their senses to understand what is happening around them. Most likely, they will inevitably, if possible, occupy a space that will allow them to literally touch their interlocutors.

Functions of communication according to Jacobson

According to Jacobson's model, the following six functions can be distinguished:

• expressive (emotive), associated with the addresser, expressing his attitude to the content of his speech;
• conative, reflecting orientation towards the addressee, expressing the impact on the interlocutor;
• referential (cognitive, denotative), context-oriented and a reference to the semantic object presented in the message;
• poetic (rhetorical), aimed mainly at communication, making a person’s everyday speech an example of verbal art;
• metalinguistic, which is associated with the code of the transmitted message, its understanding by the interlocutor, and correct interpretation;
• phatic, which is aimed at contact, at the continuous maintenance of this contact, and not at the novelty of the message or at its transmission.

The transfer of information affects a person’s actions and actions, his behavior, the state of his inner world and his organization. This is also indicated by some communication functions. The specificity of the process that interests us is that with its help the mental worlds of people interact with each other.

However, are only people capable of engaging in this process? As we noted above, the concept of communication can be viewed in several senses. Its functions described above are inherent in human communication. However, this does not mean that communication can only take place in the human world. We invite you to get acquainted with its diversity.

Basics of communication theory

1.3. Features of the subject of the academic discipline “Fundamentals of Communication Theory”. Methodology for researching social communication. Correlation with other sciences. Main functions

The subject of research is always a part of an object, the result of the research activity of a scientist who is interested in those facets, properties, relationships, aspects, characteristics and connections of an object that he specifically isolates from it, abstracting from other properties. The subject exists in the head, in the consciousness of the researcher. Unlike the object, the subject of research is subjective and is associated with the process of cognition of the object within the framework of some paradigm or theory. That is why there is no single definition of a subject in any science. For science, an object is the result and outcome of its development. The subject is historical in nature, it changes in the history of science, and within different paradigms of science it is defined differently. A subject is a logical description of an object, the selectivity of which is determined by the preferences of the researcher. This is an ideal image of an object, a model, a construction of reality. As a rule, science deals with an object, and an academic discipline deals with a subject.

An expanded “chain of links” revealing the subject of a scientific and educational discipline is the following sequence: object - subject - structure of the subject (concepts, theories, research methodology and patterns of development; in this case, patterns of development of social communication) - relationship with other sciences - functions (role, observable consequences both for society and for other communication disciplines - sociology of mass communication, public relations and advertising) - connection with practice, which always enriches theory. Thus, new technical means of communication and information and computer technologies have changed the possibilities of influencing public consciousness by various types and means of mass communication - cinema, advertising and especially the Internet.

Thus, the subject of any science, including the foundations of the theory of communication (humanitarian-social communicology) is revealed in its conceptual and categorical apparatus, theories, research methodology, relationship with sciences that have the same complex and multifaceted object of study, functions

and connections to practice.

In a broad sense, the subject
of communication theory
is social (in a broad sense), psychological, semiotic and other phenomena, processes and relationships that arise between various subjects in the process of communication, communication, exchange of information (meanings), i.e. in the process of their interaction [33].

The peculiarities of the subject (more precisely, the “subject field”) of humanitarian and social communicology lie in the fact that it is interdisciplinary in nature.

As an independent science, with its own separate subject of research, it arose as a result of theoretical synthesis, integration of philosophy, sociology, psychology, semiotics, cultural and social anthropology, political science, cultural studies and other humanities and technical sciences.

Theory

- this is a practically confirmed system of ideas about relevant phenomena, systematic and reliable knowledge about the subject.
The theory fixes the most essential, general, and repeating thing in a phenomenon (process). Theory explains reality, offers a vision of reality. The highest form of theorizing is judgments in which patterns are formulated[34]. The scientific discipline “Fundamentals of Communication Theory” has not one
theory of social communication, but
many theories
of social communication (philosophical, sociological, psychological, etc.) that explain its essence (see Chapter 7). Thus, the classic of communication theory, professor at the University of New Mexico in the USA, Everett Rogers, considers representatives of not only the humanities and social sciences, but also the natural and exact sciences (biology, cybernetics, mathematics) to be the predecessors of the general science of communications. In his opinion, the theoretical sources for the theory of communication as an interdisciplinary science were the ideas of Charles Darwin, the psychoanalysis of Z. Freud, the theories of K. Marx and representatives of the Frankfurt School K. Lewin, J. G. Mead, G. Lasswell, the “father” of cybernetics N Wiener, engineer K. Shannon, sociologists of the Chicago school K. Hovland, P. Lazarsfeld, W. Schramm and many others[35].

To identify the interdisciplinary specifics of the subject of the discipline “Fundamentals of Communication Theory” (hereinafter called communication theory), we will consider its relationship with other sciences.

Philosophy and theory of communication

.
Understanding the essence of social communication, which is the object of communication theory, involves turning to such philosophical categories as “ideal”, “material”, “subject”, “object”, “information”, “meaning”, “model”, “system”, “structure”, “understanding”, “truth”, etc., without which it is impossible to imagine the processes of communication in society between people. Philosophical aspects of communication are associated with a deep understanding of the meaning of genuine communication. Without philosophy, it is impossible to understand and interpret texts (messages), which is what part of it deals with - hermeneutics (Hermes - in Greek mythology - the messenger of the gods, explaining their messages to people). Logic as a part of philosophy helps in understanding the processes and forms of thinking involved in human communications, as well as in the search for truth. Rhetoric as a part of philosophy in ancient times was understood either as a means of comprehending the truth, or as a means of expressing
(and decorating) the truth. Ethics as part of philosophy is necessary for understanding and practical mastery of the skills of normative regulators in group, personal, intercultural and mass communications.

Sociology and communication theory

. The conceptual apparatus and methodology of sociology make it possible to study, first of all, the features of mass communication and its recipient - the mass audience, the main social functions of mass communication, mass communication and media, as well as their role in shaping the goals of society and models of its development, social institutions of mass communication (journalism, media , information storage institutions), the role of opinion leaders in media communications, features of advertising communications, the impact of QMS on public opinion. At least two functions of mass communication should be taken into account when studying it by sociological means: 1) the function of a means of socialization, which is associated with the transfer of knowledge, social values ​​and norms, including the tasks of information and education; 2) commercial and ideological - the function of a means of imposing one’s will on the audience, forming and changing the motives of its behavior. Mass communication, differentiating the composition of the audience, shapes the motives of behavior of those people at whom it is directed[36].

Psychology and communication theory

. The psychological facet of the interdisciplinary “subject field” of communication theory allows us to study, first of all, the mental aspects of intrapersonal, interpersonal and mass communications, the intentions and motives of the communicator, the psychological needs of the audience, the structure and most important functions of communication, the mechanisms of perception (perception) that contribute to the skills of effective interpersonal communication, and also the socio-psychological functions of mass communication.

American mass communication researcher J. Dominic

identified such individual psychological needs of the audience as the need for knowledge, for distraction (from the boredom of everyday life), for relaxation (escape from life's worries), for emotional release, and for contacts with other people[37]. Successful implementation of an advertising campaign is impossible without knowledge of its psychological foundations, i.e. the basic needs that contribute to sales: a sense of confidence (refrigerators, air conditioners), reliability (medicines, banks), self-satisfaction, otherwise recognition of one’s own importance by others (different target groups are offered their own goods and services), creative inclinations (baking, gardening), love objects, power, family traditions, immortality (insurance companies)[38]. Knowledge of the psychological aspects of communication contributes to dialogical communication, knowledge of oneself and partners in the process of communication, signals of nonverbal communication (communication without words). Thus, the etymology (origin) of the word “tact” (tactful, delicate person) is associated with the concept of “takeshika” - part of non-verbal communication that studies the various meanings of permitted and status touches (handshakes, hugs, kisses). Political PR is impossible today without knowledge of the structural elements of the emotional atmosphere of society: general satisfaction/dissatisfaction with life; optimism/pessimism; feelings of self-confidence/self-doubt; level of aggressiveness (intensity of aggressive emotions - cruelty, hostility, anger, rage, indignation, malice, revenge); level of anxiety (intensity of anxiety, fears); intensity of social identity/level of trust in society as a whole[39].

Linguistics and communication theory

. The linguistic side of the “subject field” of communication theory involves the study of speech communication (communication mediated by words) and its types: reading, writing, speaking and listening. It is associated with the study of the problem of glottogenesis (the origin of language) and the significance of speech communication in the process of anthroposociogenesis[40], as well as with the study of changes in language under the influence of sociocultural conditions and factors, which is what sociolinguistics deals with. For example, thousands of unofficial names and names of city objects and characters that were invented by St. Petersburg residents and used by them in everyday speech for three centuries can be found in the “Dictionary of a St. Petersburger,” compiled by N.A. Sindalovsky[41].

Thus, the teachings of the Eurasians represented not only their sociological and political scientific concepts about the historical and cultural uniqueness, the special path of Russia, based on the idea of ​​​​the peculiarities of its “location” and “place of development”, about the “symphonic” personality, but also, according to the author of the linguistic communication models R.O. Jacobson, “Russian linguistic tradition.” For Eurasians, language is a collective norm, which includes (due to the fact that native speakers belong to different generations and “related” Eurasian peoples) both conservative tendencies and innovations. According to Eurasian thinkers, and in particular P.N. Savitsky, relations between languages ​​are similar to relations between organisms, the distribution of which is a natural phenomenon, harmoniously corresponding to local development; Eurasianization presupposes Russification, but not in a violent sense, but in an organic sense - freedom of choice of the Russian language, which has both Western dialects and Far Eastern dialects. The changes in the Eurasian language are “symmetrical”[42].

Semiotics and communication theory

.
" Sema
" translated from Greek means sign. Since in the process of communication messages are transmitted, encoded in sign form, having content, meaning and significance, the theory of communication is associated with the study of the nature and typology of signs and sign systems, understanding of meanings, i.e. with semiotics (semiology). Semiotics studies signs, including cultural signs as phenomena of communication. From the perspective of semiotics, culture can be considered as a sign system.

Domestic culturologist Yuri Mikhailovich Lotman

(1922–1993) in 1984 introduced the concept of “
semiosphere
” - a sign (semiotic) structurally heterogeneous, internally diverse and bordered space within which communication processes are realized and new information is generated. In the center of the semiosphere, which has a structure in the form of concentric circles (spheres), there are obvious, consistent, unquestionable structures that present the world as ordered and endowed with a higher meaning. The movement towards the periphery increases the degree of uncertainty and disintegration inherent in the world external to the semiosphere, and emphasizes the importance of one of the main concepts of the semiosphere - its borders. Every person understands the semiotics of his native culture[43].

Signs of communication are addressed to a person asking about the meaning of life and his purpose. Eiffel Tower, Bronze Horseman (as symbols of Paris and St. Petersburg), cross, crescent, star, flag color and other cultural symbols, numbers, letters of the alphabet, notes, astrological, mathematical, monetary, road signs, logos, redness of the face, smoke - everything These are different types of signs.

Journalism theory and communication theory[44].

We can continue to consider the relationship between communication theory and cybernetics, biology, political science, ethnopsychology, cultural studies, imageology, sociology of advertising, sociology of mass communication, theory and practice of public relations, and computer science[45].

Communication theory is also related to technical sciences

, since communication channels (its material media) - paper, books, magazines, newspapers, wires, parts, circuits, printing equipment, radio and telecommunications devices, computers presuppose the material, technical and technological support of all mediated communications.
The technical side of the interdisciplinary subject of communication theory involves knowledge of when the printing press was invented, radio, cinema, television, laptops and other technical means of communication appeared. Every educated European knows the name of Johann Gutenberg
(1400–1468), the creator of movable (collapsible) type, “movable type,” which in the middle of the 15th century.
invented the printing press, and it was on it that the world's first book, the Bible, was published. Every resident of China will name the name of Pi Shen
, a Chinese printer who used this method much earlier, in the 11th century.

Thus, “Fundamentals of Communication Theory” as a science and academic discipline is interdisciplinary in nature. Its subject relates to a number of social and human sciences (philosophy, psychology, sociology, linguistics, semiotics, cultural studies, etc.) and technical sciences.

Basic Concepts

communication theories that will be discussed in subsequent chapters and paragraphs of this textbook: communication, social communication, levels, forms and types in the typology of communications, nonverbal communication (NVC) and its types, “open” and “closed” NVC signals, verbal communication (and its types), axial and retial communications, mass communication (and its types: advertising, political communications, PR communications, journalism), interpersonal, dialogical, existential, manipulative, imperative communications, autocommunication (intrapersonal communication), intercultural, ethnocultural , public communications, communications in organizations, business communications, the relationship between the concepts of “communication” and “communication”, perception and its mechanisms, interaction, communicator, communicator, addressee, addressee, social information, mass information, specialized information, individual personal information, communicative competence of the individual, communicative behavior, communicative culture, characteristics of models of the communication process (linear, feedback, transactional, diffuse, image), communication channels, code, QMS (mass media), media (mass media) and their typology, social functions of mass communication, communication signs (and their typology), semiotics (and its structure), language of communication, communication revolutions, patterns of evolution of social communication, philosophical, psychological, semiotic, linguistic, macrosociological, microsociological theories of communication, etc.

The specificity of the subject of any science requires an answer to the question: what methods and methodological approaches related to the collection and generalization of acquired knowledge (in this case, knowledge about communications) are used in it.

Methodology

- this is the doctrine of the ways of scientific research, a statement of the basic principles, prerequisites, approaches, methods that justify and explain the ways of obtaining scientific knowledge, its increment, development and application. There are three groups of methodology concepts:

1. Concepts that capture the results of cognitive activity (idea, concept, theory, hypothesis, fact, etc.). So interesting theory

as
a conceptual model of the object being studied
. Any theory is always abstract, consists of concepts and connections between them, and explains objective reality. Theory is systematic and reliable knowledge about a subject. Theory captures what is essential, general, and repeating in a phenomenon. Not one, but all theories about communication (philosophical, semiotic, psychological, macro- and microsociological) constitute the content of communicology.

2. Concepts fixing the initial premises

consciousness of the researcher, the cognizing subject (picture of the world, image of social reality, ideas, approach).

3. Concepts describing cognitive activity

researcher or its individual aspects (paradigm, method, method, experiment, etc.)[46].

Methodological approaches

and
methods
used in communication theory.
Firstly, these are general scientific research methods
used in all sciences: description, typology, explanation, forecasting, generalization, inference, induction, deduction, analysis, synthesis;
comparative historical, ideal-typical reconstruction, dialectical methods, etc. Secondly, the main methodological approaches
to the study of social communications are:

• information technology

approach - analysis of communications through the concept of “information” and the processes of its transmission;

• semiotic

approach - analysis of the content of the message, the language of communication through the concept of “sign”, objective meaning (denotation) and subjective meaning (connotation);

• active

an approach that allows one to study social communications using the concept of “activity” of its subjects (activity for oneself, for another, together with others, against others, etc.);

• systemic

, or
structural-functional
approach - consideration of communication as a system consisting of elements and connections between them, having structure and functions in relation to the system[47].

It is advisable to carry out scientific research on such a complex object as social communication using the methodology of an integrated approach, i.e., the achievements of a number of socio-humanitarian sciences. A complex approach

is a special strategy of research activity, “integration, or a special type of cognitive activity aimed at combining science, knowledge and actions of various specialists for the purpose of a multifaceted and holistic study of complex objects [48].

The content of the main conceptual approaches to the study of social communications (system-cybernetic, informational, semiotic, cognitive, interpretive and others) is revealed in a separate chapter.

Main functions

communication theories are as follows:

• epistemological

(
cognitive
) - manifests itself in the fact that students of this scientific discipline must understand and know the essence, nature, mechanisms, structure, significance of communications and communication processes in society, in organizations, in human communication;

• methodological

— lies in the fact that in relation to more private scientific communication disciplines, one way or another studying communication and information processes in society (public relations, history of advertising, journalism, imageology, foundations of intercultural communication, etc.), communication theory (communicationology) is a more fundamental science, a metatheory (theory of theories). Within its framework, methodological foundations are being developed for more applied and practical communication disciplines;

• humanistic -

is manifested in the fact that, despite the cultural diversity that influences the practices of everyday communication, generalizing knowledge about communications would contribute to mutual understanding between representatives of different languages, cultures and subcultures;

• critical-orienting

- is to be able to critically comprehend the content of the media and mass communications in modern society;

• prognostic

— is to, based on knowledge about the patterns of functioning of social communication in the context of globalization, predict the main trends in the development of mass communication, media, communication channels, institutions and needs.

Diversity of communication

So, this process is observed not only in human society. Communication is also characteristic of animals (the language of bees, capercaillie mating, mating dances of birds) and of mechanisms, that is, objects created by man (sewage, pipelines, telephone and telegraph signals, transport). Communications of a special kind can be observed even in inanimate nature. For example, it is carried out between some plants.

In particular, the African acacia, releasing special enzyme compounds into the surrounding space, informs other acacias about the invasion of a giraffe, which eats tree shoots. The leaves of trees that have received this information quickly acquire qualities that, from the animal’s point of view, are characteristic of inedible food. The process described above is characterized by the basic functions of communication and its characteristics. This means that it can be characterized by the term that interests us.

We briefly described the concept, role, and functions of communication. The material presented above reveals the main aspects of this topic.

Principles of Effective Communication

• The principle of consistency.

Semantic correspondence between the information received and the response. For example, a greeting requires a return greeting. A question should be answered, not another question. In this way, each speech fragment will have a conclusion.

• The principle of preferential structure.

Confirming and rejecting responses are given differently. Consent is usually expressed without delay, extremely concisely and clearly.

The boss asks the subordinate: “The report must be submitted by tomorrow”

The subordinate replies: “Okay.”

Disagreement is accompanied by a preliminary pause, followed by a more voluminous response, including arguments and explanations.

Boss: “Analyze the department’s weekly statistics by evening.”

Subordinate: “(pause) I would love to complete this assignment, but right now I’m busy with the previous task.”

A sender who knows the principles of effective communication will hear a pause of disagreement after a request and soften the request.

Boss: “Analyze the weekly statistics for the department by evening and then you can leave work early tomorrow.”

Such a conversation will get rid of unnecessary tension, and the order will be completed.

• The principle of cooperation.

Consists of 4 groups of postulates: quality, quantity, attitude, method.

Quality: “The statement must be true.”

Quantity: “The statement must contain no less and no more information than required”

Attitude: “Stay on topic.”

Method: “Be clear.”

Marketing communications

This concept means the process during which the target audience receives information about the product produced by the company and its properties. It is not easy to talk about the types of marketing communications as such. Most likely, these include the strategy chosen by the company for the purpose of presenting its product, as well as services, and their speedy implementation.

The main task of marketers in this case is to compile an accessible and attractive story about their company. In this presentation, they must indicate the product to be sold. The main objective of marketing communication is to provide correct information to the potential customer base about the product being offered, as well as how to sell it.

The main types of marketing communications include:

1. Straight. It involves direct communication between sellers and buyers, encouraging them to make a purchase during the dialogue. What will the final result depend on? In most cases, it directly depends on the desire and skills of the seller himself, as well as on his ability to interest customers in the product offered. The advantage of direct marketing communications is the ability to change the communication style of the seller, adapting to the buyer.
2. With the help of intermediaries. This type of marketing communications makes it possible to communicate with as wide a range of people as possible. The disadvantage of this transfer of information is the inability to adapt to the buyer.

They are also used in marketing types to attract buyers. Among them:

1. Brand. Such a tool for attracting customers is a certain image of a company or brand. The brand is designed to evoke positive emotions among customers. They understand that products under this brand are only of high quality. In this case, marketers place the main emphasis on the constant cooperation of sellers and buyers, even if they did not have to see each other in person.
2. Advertising. It is also a form of marketing communications. Advertising serves to promote the company's product and is paid for by it. In this case, information is disseminated via radio, media, print media and television.
3. Sales promotion. This means of communication refers to various types of marketing, which for some time increase the activity of buyers, the work of distributors and staff.
4. Public relations. This means of communication is designed to create a positive image of the company's product in people's minds.
5. Special means. Their main purpose is to deliver a marketing message to points of direct sale. This allows you to stimulate trade and use advertising and design tools that increase the likelihood of a purchase.
6. Package. In addition to its main purpose, it can become an excellent field for placing a communication marketing message.
7. Service maintenance. This is the most important means of strengthening the position of marketing communications. After-sales service maintains the company's authority, which is an incentive to make purchases in the future.

Functions of business communication

Knowledge of the core functions of business communications will help you achieve effective implementation in business, climb the career ladder, and become successful.

Verified business communications between subjects (management, partners, employees) will demonstrate how well and appropriately the company will develop and projects will be implemented in a timely manner.

There are three primary functions of business communications: informational, regulatory, affective and communicative. The information communication function involves the accumulation, production, broadcast and reception of messages. In the process of communicative interaction, not only the movement of information occurs, but also the mutual transmission of encrypted data between two subjects of communication. It follows that information is exchanged. However, at the same time, subjects do not just exchange definitions, they strive to develop a common meaning. Developing a common meaning is possible only if information is accepted and then comprehended. During the exchange of messages, communication barriers may appear, which may have psychological or social background.

The information itself coming from the communicator can be stimulating, i.e. serving as incentives for any action, and ascertaining, taking place in different educational systems.

To be broadcast, any message must be encrypted. Those. Data transfer is possible only using language sign systems. This is the main function of language in communication.

The regulatory communicative function lies in adjusting behavior and also contains methods of influencing a partner, for example, suggestion or persuasion. That is, it characterizes such components of communications that are directly and closely related to the interaction of individuals and the organization of their collective activities. The affective-communicative function lies in the formation of the emotional shell of the personality. In other words, this is a process of acceptance and comprehension by subjects of each other.

All of the listed functions of communication are closely interrelated, harmoniously complement each other and represent the communicative process as a whole.