Communication is one of the most relevant tools in political strategies, including persuasion and propaganda.
In mass media research and online media research, the effort of
strategist is that of getting a precise decoding, avoiding "message
reactance", that is, message refusal. The reaction to a message is
referred also in terms of approach to a message, as follows:
In "radical reading" the audience rejects the meanings, values, and
viewpoints built into the text by its makers. Effect: message refusal.
In "dominant reading", the audience accepts the meanings, values,
and viewpoints built into the text by its makers. Effect: message
acceptance.
In "subordinate reading" the audience accepts, by and large, the
meanings, values, and worldview built into the text by its makers.
Effect: obey to the message.
Holistic approaches are used by communication campaign leaders and
communication strategists in order to examine all the options, "actors"
and channels that can generate change in the semiotic landscape, that is, change in perceptions, change in credibility, change in the "memetic
background", change in the image of movements, of candidates, players
and managers as perceived by key influencers that can have a role in
generating the desired "end-state".
The modern political communication field is highly influenced by the
framework and practices of "information operations" doctrines that
derive their nature from strategic and military studies. According to
this view, what is really relevant is the concept of acting on the
Information Environment. The information environment is the aggregate of
individuals, organizations, and systems that collect, process,
disseminate, or act on information. This environment consist s of three
interrelated dimensions, which continuously interact with individuals,
organizations, and systems. These dimensions are known as physical,
informational, and cognitive.
Physical barriers- Physical barriers are often due to the
nature of the environment. An example of this is the natural barrier
which exists if staff are located in different buildings or on different
sites. Likewise, poor or outdated equipment, particularly the failure
of management to introduce new technology, may also cause problems.
Staff shortages are another factor which frequently causes communication
difficulties for an organization.
System design- System design
faults refer to problems with the structures or systems in place in an
organization. Examples might include an organizational structure which
is unclear and therefore makes it confusing to know whom to communicate
with. Other examples could be inefficient or inappropriate information
systems, a lack of supervision or training, and a lack of clarity in
roles and responsibilities which can lead to staff being uncertain about
what is expected of them.
Attitudinal barriers- Attitudinal barriers come about as a
result of problems with staff in an organization. These may be brought
about, for example, by such factors as poor management, lack of
consultation with employees, personality conflicts which can result in
people delaying or refusing to communicate, the personal attitudes of
individual employees which may be due to lack of motivation or
dissatisfaction at work, brought about by insufficient training to
enable them to carry out particular tasks, or simply resistance to
change due to entrenched attitudes and ideas.[citation needed]
Ambiguity of words/phrases- Words sounding the same but
having different meaning can convey a different meaning altogether.
Hence the communicator must ensure that the receiver receives the same
meaning. It is better if such words are avoided by using alternatives
whenever possible.
Individual linguistic ability- The use of jargon,
difficult or inappropriate words in communication can prevent the
recipients from understanding the message. Poorly explained or
misunderstood messages can also result in confusion. However, research
in communication has shown that confusion can lend legitimacy to
research when persuasion fails.
Physiological barriers- These may result from individuals'
personal discomfort, caused—for example—by ill health, poor eyesight or
hearing difficulties.
Bypassing-These happens when the communicators (sender and
the receiver) do not attach the same symbolic meanings to their words.
It is when the sender is expressing a thought or a word but the receiver
take it in a different meaning. For example- ASAP, Rest room
Technological multi-tasking and absorbency- With a rapid
increase in technologically-driven communication in the past several
decades, individuals are increasingly faced with condensed communication
in the form of e-mail, text, and social updates. This has, in turn, led
to a notable change in the way younger generations communicate and
perceive their own self-efficacy to communicate and connect with others.
With the ever-constant presence of another "world" in one's pocket,
individuals are multi-tasking both physically and cognitively as
constant reminders of something else happening somewhere else bombard
them. Though perhaps too new of an advancement to yet see long-term
effects, this is a notion currently explored by such figures as Sherry
Turkle.
Fear of being criticized-This is a major factor that prevents
good communication. If we exercise simple practices to improve our
communication skill, we can become effective communicators. For example,
read an article from the newspaper or collect some news from the
television and present it in front of the mirror. This will not only
boost your confidence, but also improve your language and vocabulary.
Gender barriers- Most communicators whether aware or not,
often have a set agenda. This is very notable among the different
genders. For example, many women are found to be more critical in
addressing conflict. It's also been noted that men are more than likely
to withdraw from conflict when in comparison to women.This breakdown and comparison not only shows that there are many
factors to communication between two specific genders, but also room for
improvement as well as established guidelines for all.
Well-conducted, and with good health status.
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