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Communication Effectiveness
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The Voice, May 2003
”Communication is the problem and the answer” is a line from a popular rock song. This phrase frames the concept very well. Communication is the basis to success of to failure. If I show you a failed organization or relationship, you can usually trace the failure to communication.
Communication is a process by which people send and receive messages. Communication effectiveness is to do so in such a manner that a close approximation exists between the message sent and the message received. It requires the manipulation of the process to enhance the potential for communication success. Communication seduction is to use methods or methodologies to lure the receiver into wanting to know or understand more about the message sent.
In the process of communication there are two entities, each with unique spheres of experience coming together in some element of commonality. If two people find themselves in a class together, the first known element is that both individuals have chosen to take the class. The features of this known element are the class name, reputation, instructor, and topic matter.
The second framework is that of assumptions people may make of each other. People have spheres of experience that is a compilation of all the things that have happened to them; family history, education, life experiences, and the like. These aspects are not fully known, but assumptions can be made.
By using both of these frameworks, the known commonality and the assumptions of the individuals’ experiences, the communicator will code a message that he or she hopes will be understood and decoded most effectively. At this point the process – the coping – the message gets constructed with words, gestures and affect and then delivered. The actual decision about which words to use, the specific gestures to apply and the affect to incorporate are made based on the two frameworks. As the message gets sent, it is hoped that it is decoded and understood and a relay message that builds on the first message will occur.
While this sounds sterile as we discuss it in this context, the process happens so quickly that often we do not think through all the ways we could enhance or “seductively” construct the message so it is likely to be heard and understood. Consequently, the process of communication falls prey to so many distractions and distortions that the net result is that most communication is not effective.
Since the early 1970’s, researchers have manipulated a number of variables to find ways to enhance the communication process. Most of this research was kicked off by a social scientists by the name of John Ware. His work was spurred by a study he conducted in 1975 and was published in both academic as well as popular journals as the “Dr. Fox Effect.”
Fascinated by the notion of communication awareness, Ware conducted a study at the University of Illinois. He hired an actor, wrote a nonsense script, invented a bogus Dr. Fox complete with an impressive biography and then invited local social workers, counselors, teachers and psychologists to a contrived lecture. He prepped Dr. Fox, who practiced an expressive presentation, much as an actor might prepare for a play. Then John Ware had Dr. Fox carry out the presentation to this professional audience. Close to one hundred professionals came to the free lecture sponsored by the University of Illinois. Dr. Fox spoke on the topic of “mathematical game theory and behavior” (a bogus topic) for an hour, answered questions and then left the state to rousing applause. Ware then did an exit evaluation of the lecture with basic questions about Dr. Fox. He asked if the audience had heard of him, read his books and found his theories useful.
As it turned out, the majority of the members of the audience loved Dr. Fox. Some of them claimed they had heard of him, a few said they had read his books and the majority said that they thought his theories were useful. Yet, for all of this acclaim, the lecture was nonsense! This so amazed John Ware that he coined the term “Dr. Fox Effect” and began the exploration of a body of knowledge now known as “educational seduction.”
For people interested in change, the concept of education seduction is useful. Cultural shifting is about influence and action. Ware articulated what many generations had known, that some people could so influence others with seductive communication that they could get those same people to do positive or negative things.
So in the notion of change and communication, effectiveness becomes an important and useful concept. The more we can engage the audience we are attempting to influence, the easier the cultural shift.
Keep this in mind the next time you have to communicate and you are sure to be more effective in the process.
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