Theories and Concepts in Communication

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Table of Contents

Modernity/Postmodernity
Neo Liberalism
Consumerism
Theories of Globalization

Modernity/Postmodernity

Modernity can be referred to as the historical epoch that started from the 16^th century lasting to the mid 20^th century. This period is characterized with enlightenment and other changes that affected many systems including communication. The key changes that took place during the modernity era are technological developments that are associated with industrialization, changes in social sciences, changes in demographic patterns resulting to urbanization, rise of multinational corporations, and development of powerful media companies as well as growth of consumer capitalism.

One aspect about modernism and post modernism is the rapid growth in technology. The improvement in technology has brought about the rapid impact to communication as more and more powerful communicating equipment have been invented. These include the telephones, mobile phones, internet among others. These have served to improve the communication in the world.

Modernism has also seen the rise of powerful media corporations and the fall of boundaries of space and time. This has in turn improved communication by ensuring the rapid spread of information among the global citizens. Post modernism has seen the creation of creative, innovative and artistic expressions that are used to enhance the process of communication.

Neo Liberalism

Neo-liberalism can be defined as the reconstructing of the society so as to meet the demands of the ever changing global capitalism. According to neo-liberalism, individual’s skills and entrepreneurial capacities should be liberated as this would result to more advancement of these people. This has resulted to private property, increase in rights, free markets, free trade among other liberalization. Other people consider neo-liberalism as a way of policy changes towards deregulation and privatization. They argue that human beings are free to choose. Liberation greatly promotes communication as individuals are free to communicate. Structures preventing communication are rapidly being demolished as more and more individuals are free to express themselves.

Conglomeration

Conglomeration is the process of amalgamating different corporation together. Most recently conglomeration has affected the media houses as more and more stations are owned by one person or a company. In the modern world, media conglomerate comprise of large number of media institutions that are owned by one company. The use of conglomeration has both positive and negative impacts to communication.

The development of large media houses gives them the capacity to obtain and distribute information to all parts of the globe. On the other hand, monopolization of the media industry could result to control of information. This results when a media conglomerate supports certain policies and ideologies instead of be free and fair in their communication.

Internationalization

The process of internationalization encompasses practices that tend to involve enterprises in the international market. The main aim is to bring organizations and enterprises into the international market. This has the impact of increasing the visibility of a given organization globally.

The process of internationalization is expected to enhance communication and the spread of technology to all parts of the globe. For internationalization to occur, various communication technologies and strategies must be adapted during marketing and consumer promotion.

Synergy

Synergy can be defined as the interaction between different aspects to produce results that are totally different. In the modern world, synergies greatly affect the way advertisements are carefully made to have an impact on the consumers. Currently, many advertising company emphasize on the use of synergy in planning multimedia activities.

Integrated marketing communication relies on harnessing the synergy in the media so as to create a strong brand and also to influence the customer. Through the use of synergy, the formulated message and communication method are carefully designed so as to have maximum impact on the consumers.

Commercialization

Commercialization is the process through which products, ideas, research and prototypes are brought into the market. Various strategies and plans are developed to bring products into the market. One of these strategies is adequate marketing and promotions which greatly relies on effective communication. Communication play an imperative role as pertinent information about product and ideas must be passed to a consumer.

Branding

Branding is a strategies used by companies to enable consumers identify certain goods and products and differentiate them from the competitors. Branding enables a consumer to select a given product and leave the rest. For appropriate branding to be carried out, effective communication to the consumer is necessary.

Consumerism

Consumerism is used to describe the practice of an increasing consumption of goods and products as well as making consumers aware of useless and inferior goods. Consumerism seeks to promote an ever expanding consumption of products that is beneficial to the economy. Through consumerisms, customers can buy more products than they need. For consumerism to take place, effective communication strategies must be enhanced so as to improve the marketing process.

Some of the strategies that are used in this process are niche marketing, youth marketing and ethics of fun. In niche marketing, a product is developed to suit a certain products in terms of price, quality and other aspects. Other marketing strategies target the youth while other s show that the consumptions of products such as soft drink to be fun. All these strategies greatly rely on effective communication for them to impact on the target consumers.

Theories of Globalization

Globalization can be defined as the tendency of businesses, technologies, ideas and philosophies to extend globally. Globalization entails the process through which all areas of the world are able to participate in global business that is not affected by time and the national boundaries.

Communication is one for the major strategies of achieving globalization. Internet marketing and social media sites have enhanced the process of advertising and consumer promotion. The growth of Information and Communication Technology (ICT) has enabled the linking of major banks and corporation and this enhances money transfer, online sales and other activities associated with globalization.

Glocalisation entails the development of products to suit a given locality. Multinational companies make products that are utilized for a given local place. Organizations rely on communication to understand the needs of the people and they also develop appropriate marketing strategies to impact consumers in that locality. Communication also enables the corporations to get information about the different cultures and make products that blend different cultural and artistic values. This is referred to as hybridity.

As more and more people spread around the globe, the concept of Diaspora has come up. People living in foreign countries can get in touch with the local news and events happening in their country. This has resulted due to advanced communication techniques and the internet.

With the migration of people from on region and nation to another, intermarriages have resulted. This brings about intermixing of cultures and races. Trans-cultural communication is necessary in this case and strategies for intercultural communication must be developed.

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