The Concepts of Contemporary Communication

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Communication is an essential process that accompanies people throughout the whole life. For a contemporary communicator, it is quite important to understand the basics of communication theories and concepts, as well as apply them in his or her professional practice. However, a plethora of communication theories exited before modern facilities and digitalization took place. Indeed, nowadays, technologies and conditions affect the communication process to a great extent.

Thus, it might be necessary to percept the fundamental theories and concepts on the mentioned topic through the prism of contemporary and traditional communication efforts and new media messaging strategies.

There might be three different prisms through which the communication process can be explained. The first considers communication “as a one-way process of meaning construction, in which the sender attempts to construct or reconstruct the meaning developed by the receiver” (Van Ruler, 2018, p. 368). According to this direction, as an example of digital communication, sending an email to someone is a one-way process that starts being successful after the recipient gets and reads the text. In this case, the key actor in communication is the sender because the recipient plays a passive role and does not affect the process substantially.

It should be mentioned that the discussed above direction has lost its reliability today. Then, the second approach views the communication “as a two-way process of meaning construction, in which two or more people construct new meanings together” (Van Ruler, 2018, p. 368). The crucial component of the communication process here is interaction in which the sender and recipient, or the group of ones, actively contribute to the development of information sharing and understanding. The sender disseminates some facts, and the recipient percepts them, analyzes and responds. For instance, within the framework of the second direction of communication theories, a conversation of two people via FaceTime is a two-way process in which both parties are taking an active part.

The two approaches above might be difficult to apply to modern reality exhaustively, but not as the following one. The third direction considers communication “as an omnidirectional diachronic process of meaning construction, in which the focus is on the continuous development of meaning itself” (Van Ruler, 2018, p. 368). Theories of this kind also assume that the interaction has a vital role in the communication process but consider it a dynamic interplay between people involved.

Interaction here is characterized by continuous functions changing and the importance of a relationship with communication but not with each other. An example is as follows: The UN General Assembly (UNGA) has made a loud statement on the improved organization’s policy regarding gender equality. Here, the Assembly is the sender, and the diversified global society is the recipient. Then, the global community starts responding to the proclamation via social and mass media discussing the importance of appropriate gender policy and the UN role in it. Now, people communicate not with the Assembly but with each other. Nevertheless, UNGA takes into account the global opinion – as a recipient – and adapts its policy to some reasonable ideas.

The role of communication theory and its impact on the content of traditional communication attempts cannot be underrated. The theory forms a foundation of practical implementation of knowledge, as well as make the further way of investigations and improvements visible. The basic models and features of theories contribute to understanding and applying ambiguous constructs by a substantial number of people, not necessary scholars or advanced communicators (“Models of communication,” 2018).

Then, with the help of constant researches in this sphere, proficient communicators can develop essential skills. Furthermore, TV, radio, and print sources of information are affected by new communication concepts to a significant extent. They consider new findings of many scholars as an opportunity to apply modern principles of communication to their dissemination of information and affectation of viewer, reader, or listener.

It might be supposed that mastering new media messaging plans according to set communication theories might be genuinely beneficial. Nowadays, media messaging is a crucial aspect of achieving success in various spheres: starting from regular communication and ending with business growth (Global Prominence, 2019). Hence, implementing a number of approved findings and ideas related to communication into the emerging media messaging plan is a solid foundation for the further prosperity of any activity. Theoretical background lights the possible way of improvement and capacity of various new media messaging strategies, as well as reveals the weaknesses of a current one.

I would like to conclude that my development as a proficient contemporary communicator is to be found on the in-depth knowledge of established communication theories and concepts as they are the framework of any practice. Then, I will also conduct my own investigations within the scope of the communication process, which will allow me to critically percept and analyze any communication in which I may be involved. The third mentioned direction of communication theory seems the most convincing to me as it emphasizes the complexity and dynamics of the communication process.

Thus, I would use its concepts in my day-to-day development and learn more about the ideas of Berlo and Lindlof, who are among the brightest representatives of this approach. However, I will not restrict my contemporary communicator potential by Berlo and Lindlof concepts and will be open to all reliable and relevant findings on the issue discussed.

References

Models of communication. (2018). Web.

Prominence Global. (2019). Social media messaging: Is this part of your strategy online? Web.

Van Ruler, B. (2018). Communication theory: An underrated pillar on which strategic communication rests. International Journal of Strategic Communication, 12(4), 367 – 381.

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The Concepts of Contemporary Communication

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