Beruflich Dokumente
Kultur Dokumente
STUDIES
CAPE
A COMPILATION BY SAI
SAGIREDDY
TABLE OF CONTENTS
Forward
Module 1
Module 2
Module 3
Sample Essays
CAPE Communication Studies
FORWARD
The purpose of making this compilation is to help students preparing for the
CAPE Communication Studies Examination gain a broader perspective and deeper un-
derstanding. Mainly, it is set to help the self-studying student. I have used these notes
during my time studying CAPE and they has helped me tremendously. This book con-
tains most of the theory which I believe to be of necessity to know for the exam. Do en-
sure to learn material outside this book but be wary of skipping theory within this book.
years ) of past examination papers during your one year of preparation for this exam.
This book contains theory for all three modules of the CAPE Syllabus, and some
If you have any other questions, require help, or any questions answered,
Communication Studies
THE BASICS
For a module one - paper two - question, the following composites listed below are
required:
• Thesis Statement: Located in the Introduction, usually the last sentence in the
paragraph
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Writer’s Purpose
Purpose / Intention refers to what the writer hopes to achieve through the writing.
Method:
Examples
To sensitise To explain
To alert To Persuade
To express To Evaluate
To explore To Illustrate
To entertain
To amuse
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Language Techniques
Denotative Language - The literal definition - has no sort of feeling attached to it.
Devices of Comparison
Simile - like or as
Metaphor - states that one thing is another. Comparison without use of as or like
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Devices of Contrast
Contrast - Differences.
Pun, litotes, sarcasm ( Litotes - she’s not ugly, not bad, you are not wrong )
Litotes - Understatement
Sarcasm
Devices of Sound
Onomatopoeia - words that mimic the sound
Exaggeration
Inclusive Language - we
Rhetorical Question
Allusion
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Others
Conversational Tone
Group of Three
Organisational Strategies
Ask yourself, “What is going on in the audience’s head when they read the
strategy? Remember the writer is using this strategy on purpose to manipulate
audiences
• Cause and Effect - Make the connection between action and consequence or
understand the relationship between things.
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• Concession and Rebuttal
A. Acknowledges, then proves an alternative claim wrong.
C. Undermines the opposing point, then makes the writer more acceptable.
• Evidence -
- Statistics
- Facts
- Historical Data
- Testimony
- quote from Reputable Sources
- adds credibility to the piece
- appeals to logic and reasoning
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• Order of Importance
- Most important to least important
- Further strengthens a point
• Expert Authority
- lends credibility and reliability
• Inductive Reasoning
- Starts from something specific, uses deduction to prove something is right or wrong.
- appeals to logic and reasoning
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• Use of Analogy
- A comparison is made to something factual to clarify in a simplistic way for the reader.
• Humour
- Engages the reader by making the piece seem lighter, however still clarifying the writer’s
point.
• Short Paragraphs
- Highlights critical point so that the reader can focus on that only.
• Time Sequencing
• Chronological Ordering
• Flashback
• Flash-forward
• Foreshadowing
• Point of View - 1st person (I, we ), 3rd Person ( He, she, them ), narrator
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• Imagery - AVT KOGT - appeals to senses based on sensory details revealed by the
writer.
1. Auditory - This is the use of words to appeal to the sense of hearing, especially
through the use of onomatopoeia.
2. Visual - This creates an appeal to sight by using certain words such as color, as well
as describing the characteristics of someone or something.
3. Tactile - Words that appeal to the sense of touch, example: sharp, coarse, smooth.
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Tone
Tone is referred to the writer’s attitude with regards to what they say.
- How is the writer saying what is being conveyed
- Word Choice: Denotative Vocabulary, Connotative Vocabulary, Allusion, jargon,
Loaded Words
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Communication Studies
Firstly, a few major things we are required to consider are listed below:
1) What is Language?
2) What is a Language?
3) Characteristics of Language
4) Functions of Language
To understand the answers to these questions, please refer to the first handout given
during the class.
When compared to other animals, humans possess a much more complex system of
communication. We possess a Language, whilst other organisms only possess a
system of communication. It is not over-the-top to state that man have accomplished a
plethora of their works due to their use of Language.
It is true that other animals have a system of communication associated with their
mates, but it is far simpler and lacks the complexity of the human communication
system. Animal Communication ( other than humans ) is neither reflective nor
descriptive. A fish entangled in a net can show distress by movement and sounds but
should it escape, can it detail the horrifying experience to other fishes - NO.
Furthermore, animal communication is not vocal. Animals predominantly communicate
with gestures, sounds, facial expressions, colors, and movement. In the final analysis,
animals are unable to transfer abstract thought as humans do.
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WHAT IS LANGUAGE ?
Nature of Language
Function of Language
Animals are not considered to possess a language due to: nature of language and
function of language.
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- Maturational - As a human being grows older, he/she will begin to use more complex
sentence structure or lexicons. In addition, they can use old words in new ways. This
also keeps language dynamic.
Language, on the other hand, is used to refer to the thousands of such systems as a
general phenomenon. ( generic ).
PURPOSES OF LANGUAGE
Although all individuals do not speak the same way- eg. vocalics, lexicons - the
purposes associated with the speech remains the same. Language allows human
beings to communicate anything they want. ( IECPPM )
- Expressive Purposes - This is when language is used to express one’s feelings,
ideas, and attitudes. This is indeed the purpose of diaries, journals etc. The reason for
doing this is not to effect change in an individual but to vent out emotions and relax.
- Informative Purposes - In this instance, language is used to convey information to a
person, group, school, office etc. For this purpose, a plethora of instruments can be
used eg. News bulletin board, flyers, signs.
- Cognitive Purposes - Language is commonly used cognitive with the intention of
affecting the audience in some way and evoking a certain response. When one is
arguing, telling a joke, teaching etc, one is using language cognitively.
- Poetic Purposes - Language used in literary, stylistic and imaginative ways is using
language in a poetic manner. The sole purpose of using language in a creative way is
a poetic purpose. It is the way in which language is used, not its form.
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- Phatic Purposes- Using language for the sole purpose of establishing or maintaining
contact is a phatic purpose. Phatic Communication is when a person uses common
everyday language such as, “ Hello!” or “ Good Morning!”. This is called using
language to maintain social customs. Although written communication often does not
include phatic lines, informal letters or email might include a bit.
- Metalinguistic Purposes - The use of language to critique other language, such as
to comment on, refer, or discuss language is a metalinguistic purpose.
A language used in official situations like schooling, legal affairs, and government affairs
is known as an official language.
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Varieties of Language
There are many varieties of language. Different languages are spoken in different
geographic regions of the world. The same language may be spoken in countries that
are far away from each other.
A particular variety of a language spoken by one group that differs noticeably from
another variety of language spoken by another group is known as Dialect.
The dialect spoken by a group of people that have economic power or social influence
in a particular society is known as Standard Variety. It evolves as one dialect becomes
more prominent. It is usually the dialect spoken by ones who have economic power or
ones with the greatest social influence. This dialect is used for writing and formal
purposes. It is given prestige over other varieties in a particular society.
Standard English:
All these standard share the same structure and are internationally accepted. They are
accepted by all speakers of English. The difference lies in the pronunciation, vocabulary,
and spelling.
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Accent
Code-Switching
This is defined as being able to switch the dialect spoken in relation to the context of
communication.
Code-Mixing
Register
The variety of Language that you use at any given point in time is considered to be your
register. The choice of register generally reflects the communicator’s relationship with
the audience.
Context
These are the relevant constraints in the communicative situation that influences
language use and variation. As context changes, variation in code or speech style
involves changes in syntax and vocabulary.
Syntax: The study of the principles and rules for constricting sentences. In informal
speech, we may use many contractions and drop word endings.
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Vocabulary
Choice of Vocabulary is a major determinant of your register. There are words that are
not acceptable in most contexts. There are words that we use to impress. Vocabulary
can also be specific to a particular group.
Jargon
Sometimes, people use a particular register or style of speech to fit in with a group.
Slang
In most societies, young people often use vocabulary that is unique to them and
sometimes baffling to the adult population. Most slang terms have a short lifespan.
Colloquial Language
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Non-Standard Dialects
Any dialect of language which contrasts its status with a standard language is referred
to by linguists as non-standard.
In the West Indies, standard english stands in contrast with the variety of language
which most people grow up speaking ( the vernacular ). This native speech is called
‘dialect’. It results from the circumstances in which European languages were learnt in
the West Indies. Many think of this native speech as ‘broken english’. Such beliefs are
hard to eradicate because they are part of human prejudice and ignorance. In fact, there
are non-standard dialects in all countries. Hence, one of the major functions of school
systems is to teach the standard version of the language.
Pidgin
The system of communication used by speakers who do not share a common language.
It has limited vocabulary and often uses several languages. Has a short life span
Patois
In the West Indies, Patois means the non-standard vernacular of the people.
Specifically, it refers 2 different languages or language varieties.
In St. Lucia and Dominica, it refers to the language which most people speak. Here,
Patois has the same social history as the vernacular of Jamaica. The exception,
however, is it refers to French Creole. This also occurs in Martinique, Guadeloupe and
Haiti, where speakers can understand each other without much difficulty, even though
each patois differs. Trinidad and Grenada also had many french speakers ;however,
very few exist today. When St. Lucia and Dominica were overtaken by the British,
French Patois was well established and it has remained the language of the people.
Today, in St. Lucia, french patois is accepted at national and official ceremonies.
English, however, is the official language of education in St. Lucia and Dominica.
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Creole
There is no single generally accepted definition of a creole language, but there are
basic aspects linguists adopt in defining it: (SL)
I. Social
II. Linguistic
Linguistic: Creole Languages exhibit features of the main languages in contact in the
social situation, and presumably, some others. Therefore, creole languages across the
Caribbean, in Jamaica and Haiti, for example, are seen to exhibit certain similarities.
Creole languages always co-existed with European languages, since they were spoken
by the powerless masses who originally were slaves, and later continued to be
dominated by the upper class. They had little or no prestige. They suffered, also
because it was the European language that was used for the literate and formal
purposes. Creole speakers, as a result of social and educational pressure, have always
been forced to modify their speech in the direction of the standard language. ( Mainly
the European Language )
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• Dutch creole, once spoken in Guyana, and St. Thomas and St. John have not
survived the 20th century. English-lexifier creole has spread at their expense.
• In Dutch Caribbean Territories, creole languages are spoken mainly of english base.
Eg. in Suriname, mixed English-Portuguese creole is also spoken in Suriname. Mixed
Spanish Portuguese creole in the ABC islands.
• Spanish and Dutch show that colonial and linguistic dominance are not necessarily
commensurate,
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• In Suriname, asian languages have viable speech communities, eg. Javanese and
Hindi.
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Country Official Language Majority Language Minority Language
ATTITUDES TO LANGUAGE
• Positive
• Sense of Nationalism
• Reflects Prestige
Individuals may be contentious or insecure about their language. Some speakers may
be insecure about their ow language or protective of it.
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Like all languages, creole can be described according to the typical features of a
language. (SVGS)
• Sounds (phonology)
• Vocabulary (lexicons)
• Grammar (syntax)
Phonology in Creole
Examples:
Think - tink
Then - den
thin - tin
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Examples:
gloves - glubs
vex - bex
r changes to l in Suriname
Example:
rasta - lasta
There is often a reduction in word initial consonant clusters and word final consonant
clusters
Examples:
world - worl
left - lef
rest - res
In some creoles, h is not a significant sound and is added or dropped at the beginning
of the word.
Examples:
ham - am
egg - hegg
happy - appy
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Some creoles dispense with the final consonant in the words that end in ‘ing’ or with a
‘d’.
Examples:
dancing - dancin
playing - playin
blind - bline
band - ban
Examples:
Ask - aks
film - flim
Examples:
Public - pubilic
Students - studients
English - Engelish
Examples:
car - Kyar
gamble - gyamble
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Lexicon of Creole
Derived primarily from standard english, however, a number of words used in creole
speech are related to cultural influences from other European, African, East Indian, and
Chinese Languages.
Cassava
Arepas
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The structure of creole are often similar to those of African languages. Creole shows
less dependance on morphology.
1) Number: Creole nouns carry no sign of plurality and the utterance makes it clear
that the reference is more than one.
a) Use of ‘dem’
b) The creole may use some words ( the actual number or plenty).
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5) Negation
In Standard English, verbs show tense, time of action etc. by adding endings such as
-ed.
Eg. The rock did fall. All day, dey making noise.
It drop.
7) Mood
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8) Voice
For creole, the passive voice is used unlike standard english where the active voice is
used.
9) Calques
10) Front-focusing
Example:
Example:
I go carry it.
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Subject Pronouns
I it
You we
He alyu
She dem/dey
Object Pronouns
Me it
You we/us
Eg.
Dem fooling we
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Possessive Pronouns
My Alyuh
Your We
He Dey/dem
She
Eg)
He book
Alyuh school
dem yard
SEMANTICS
Some creole uses standard English words but in different parts of speech or words have
different meanings.
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Readers and Listeners can now become viewers who can see the presentation instead
of visualizing. Information is now graphically represented.
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Grammar
Different grammatical rules govern sentence structure, tense marking and usage in
English.
Phonology
Differences in low sounds are pronounced in the mother tongue and the language being
learned.
Vocabulary/ Semantics
Because the lexicon base is the same for creole and CSE, it is somewhat difficult for
learner to recognize and use correctly the shared words with different meanings or
different parts of speech.
Sociocultural Challenges
Caribbean English Creole is the vernacular of the majority. This means that for creole
speakers who are learning standard english, there is not much of an opportunity for
practice and reinforcement outside of formal educational settings. This impedes their
progress in learning Caribbean Standard English.
Educational Methods
Being taught CSE as though it is a first language is a challenge in itself as the learner
must understand the the creole expressions has a lot of errors contained in it and
conflicting grammar rules arise.
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Because English Creole is largely oral, many creole speakers have no written frame or
reference for writing CSE. The speech patterns of creole can interfere with the writing of
CSE.
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- To alienate - people can use language both standard and non-standard forms to exclude a
person. Eg. In a Chinese restaurant, where they may opt to speak mandarin excluding others.
Also members of the social elite may use the standard language to distance themselves from
the hired help.
- To make face threats - A face threat is a vocalized act that threatens someone’s reputation.
- To make social biases - Language is used to demonstrate speaker’s attitudes towards
particular groups or individuals because of their race, gender, religion, sexual orientation or
even the language they speak.
Eg. Code-switching to creole to address someone unkempt but uses standard english to
address someone well groomed. To assert authority, language can be a tool with which people
in positions of power assess their authority. Where they are two language forms, one of higher
prestige, and then another in certain situations, speakers may switch to maintain use of the
language of the higher prestige to show they have control or are the ones in charge.
- To Make Solidarity - Language can be used to show solidarity within a community. When
people speak, their words show camaraderie, sympathy, concern and affection. This helps to
create a sense of support and unity.
- To Make Social Linkages - This is done by establishing connections through other people.
- To Make Cultural Awareness - Language creates avenues for people to learn about beliefs
in customs and practices of another culture.
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LANGUAGE AND IDENTITY
The creole languages and Caribbean standard English distinguish and unite citizens residing in
the Caribbean and people of the Caribbean Diaspora. Language helps to form a connection in
that:
• speakers form a connection
• it sets us apart when living or studying outside the region
• it creates a sense of belonging
• it can be used to exclude non-speakers
• Cross Cultural References add pride
• It is expressive. It has phrases that have no equivalent in Standard English.
1) Influence of History - The region has evolved from the influx of the 17th and 18th century
European Colonists and enslaved population from Africa. The language that were evolved
were based on the dominant colonial master. In the late 19th century, the arrival of
population from India, especially to Guyana and Trinidad, added to the lexicon and speech
patterns of the region. Chinese also came in the 20th century.
2) Social Factors - Language is one of the key factors in stratifying society. The language
variation of the population of power becomes the standard language. Historically, the Europeans
in the Caribbean, the Standard Language is seen as the the language of the upper class and
the educated. The prestige associated with SE ensures that it is one of the main vehicles of
upward social mobility. The non-standard forms ( creole ) are associated with the lower
stratums of society, ie, those who are uneducated or not very well educated. Some view creole
as bad English although it is the vernacular. It is inappropriate for formal occasions for
appropriate for informal occasions.
3) Political Factors - Many people do not support the standardization of English Creole
because of the negative perceptions of many in society. Politics is one of the main engines for
the maintenance of minority laws and the deviations of non-standard Languages. Haiti is one of
the only islands that has made creole one of its official languages. Some politicians believe that
non- SL have any place for formal occasions, others use creole for campaigns and whilst
bartering in parliament. This improves acceptability of non-SLs.
4) Cultural - Cultural factors have contributed to non-Sl’s being more accepted today than they
were in the past. Social columns and cartoons published in the newspapers are creole. Social
commentaries and talkshows in Radio are in Creole. These are supporting evidence that non-
SL’s are supporting/ functioning in society if just being used for smalltalk. It is also being used in
published literature such as novels, poems, and plays as well as music. While creole has its
origins an oral language, it is increasingly being seen in written form, thus promoting the
acceptability of the language.
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A person’s attitude to Language is how he/ she feels about their own Language and the
language of others. There is no set attitude as attitudes vary. It can be revealed through actual
behaviors.
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Communication Studies
Expository Writing
Hook:
• Question
• Definition
• Quotation
• Anecdotal Story
General Comments: Background Information of a subject matter. Link between topic
and Caribbean Society.
Research
Research may also be defined as a systematic way for finding and gathering
knowledge. It is considered a scientific way of investigating and studying a
phenomenon:
• systematic
• methodical
• disciplined
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Methods of Data Collection
• Interviews
• Case Studies
• Questionnaires
Interviews
Reliability
• compromises confidentiality
Past Events
Questionnaires
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Primary Sources
Original Material from original sources from the time period involved, that has not been
filtered through, interpreted or evaluated. Primary sources are original materials on
which other research is based. There are usually the first formal appearance of results
in physical, print or electronic format. They present original thinking, report a discovery,
or share new information eg. artifacts, which may include wins, plant specimen, fossils,
furniture, tools, clothing, etc. all from the time under study; Audio recordings, diaries,
interviews, journal articles, letters, newspaper articles written at the time, original
documents, etc.
Secondary Sources
Accounts written after the fact or event with the benefit of the eye in the sight. They
comment on the primary sources, offering explanations, evaluation and interpretation of
them, eg. bibliographies, biographical works, commentaries, criticism, histories etc.
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Questionnaires
Advantages:
- Responses are gathered in a standardized format so are more objective than interviews -
reduced bias
- Relatively quick in collecting data ( less time consuming )
- Potential data can be collected or gathered from a large group or sample
- Cost Effective compared to face-to-face interviews, especially for large sample sizes and
large geographical areas.
- Easy to Calculate and Analyze.
- less intrusive as respondent can complete it on his/her own time.
Disadvantages:
- Because it is standardized, it is not possible to explain points, so this may lead to
misinterpretations by participants
- Open ended questions can generate large amounts of data, which may take a long time to
analyze.
- Respondents may answer questions superficially therefore there is no way to tell how truthful
they are being.
- Unwillingness to answer questions, reveal information, and not see the benefit in them
- Inadequate information makes it difficult to understand. It may result in changes of emotion,
behavior, and feelings.
- Research imposition
- When developing the questionnaire, the researcher is making his own decisions and
assumptions as to what is and what is not important.
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Interviews
Advantages:
- Researcher can adapt questions to clarify doubt and ensure understanding.
- Researcher can pick up on non-verbal queues.
- Useful to obtain detailed information on personal feelings, perceptions, and opinions.
- Allows for more detailed questions
- Achieves a high response rate
- Respondents own words can be recorded
- Ambiguity is clarified and incomplete answers are followed up
- Interviewees are not influenced by others in his/her group.
Disadvantages
- Geographical Limitations
- Costly in some cases
- Interviewer biased as they may understand and transcribe interviews in different ways
- Respondents may feel uneasy about the anonymity of their responses
- Time Consuming
Focus Groups
Advantages:
- Detailed information is obtained about personal and group feelings, perceptions and opinions.
- Saves time and money compared to individual interviews
- Provides a broader range of information
- offers opportunities to see clarification
- provides useful information for quotations, publications, and presentations.
Disadvantages:
- There can be disagreements and irrelevant discussions which distract from the main focus
- Difficult to control and manage
- Difficult to encourage a range of people to participate
- It can be intimidating and participants may be obliged to agree with the dominant view.
- Because they are self selecting, they may not be representative of the population.
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Document Analysis
Advantages:
- Decreases difficulty of encouraging participation by uses
- Fewer costs involved
Disadvantages:
- Time Consuming
- Some documents may be sensitive and not publicly available
• The Author
Is he or she an expert in the field ?
What are his/her qualifications ?
• Professional Standards
Most professions are governed by professional standards eg. academic authors who are
published in academic journals, or books have to conform to standards. Also, articles published
in academic journals are peer-reviewed. Additionally, many newspapers, especially large
international ones, expect their journalists to operate within a professional approach.
• Publisher
Academic publishers need to maintain their reputation for accurate factual information,
therefore, they have editors to ensure a high standard, and articles are peer-reviewed. Similarly,
publishers of newspapers and magazines try to avoid legal action for libel (written), and so print
the truth.
• Research Method
Whether the research method chosen is suitable to generate the data.
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• Accuracy
The currency of the sources and the information.
When was the data published or gathered?
Could the information be out of date ?
• Relevance
Does the information relate to circumstances you are applying it to?
Eg. Will research carries out in the US apply to the Caribbean ?
• Data Collection
Was the data collected by reliable methods?
Was it accurately collected ?
• Sample Size
Was the sample size large enough for generalization to be accurate ?
With any social research, the sample size is vital in judging whether the data is representative of
the population as a whole.
• Replicable
Do other sources have similar information?
Would another similar piece of research have the same result?
• Biased
- Representation: Does the sample include all the variables within the population, such as:
gender, age, social class, religion, educational level ( which may affect responses ). Are the
proportions in the sample the same as that of the population. Therefore, even with large
samples, if the data is not represented, bias in the data will occur.
- Biased: Has the data been collected by someone of the same or different culture, eg. a
Western researcher may misinterpret a non-western culture and be biased due to racism, lack
of understanding or the factors.
- Political Biased: Is the data being presented from a right wing or a left wing perspective? Eg.
A conservative agenda will differ from a liberal agenda.
- Social Bias: Aspects such as gender, race, age, and social classes may affect presentation of
data.
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- Research Methods: Mistakes within the research method inadvertently cause bias, hence
academic research is reviewed by either academics to evaluate methodology and avoid bias
in the conclusions.
- Aim of source is presenting data (purpose): The reason for data being presented may cause
bias if the sources aim is persuasive. There may be bias or advertisement.
Communication is the ability of one to interact and convey their point of view by way of
speech, writing, drawings, body language, gestures and facial expressions. It is also
the act of imparting and transferring information as fact/ news.
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• Selecting a Channel: The chosen channel should enhance the opportunity for the
receiver to accurately receive what was sent.
• Decoding and Interpretation: The receiver is the decoder, and through the use of past
experience, the language itself, perceptions, opinions or any other clues to decipher
the message sent and understood the meaning.
• Feedback: When the receiver processes/ decodes the information, the response given
or lack of response is known as feedback.
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Image…
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• Conceptualization: The idea that the sender creates in order to form a message.
• Selecting the media/ channel: The best possible means of transmitting the message.
• Feedback: The response given by the receiver after he processes/ decodes the
message.
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Forms of Communication
Non-Verbal Communication: Relies on elements other than speech or writing. In theory, non-
verbal communication entails more than ninety percent of communication.
• Kinesics - the use of gestures, facial expressions, body language, head movement, posture,
eye contact.
• Adornments/Attire- Body Presentation, physical environment, dress
• Paralanguage/ Vocalics - Tone, pitch, volume, and rate at which one speaks.
• Proxemics - Use of Space
• Haptics - Use of Touch
• Chronemics - Use of Time, Punctuality.
• Contradictory
• Emphasis
• Regulating
• Complementing
• Substituting
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CONTEXT OF COMMUNICATION
• Intrapersonal: Communication that takes place within the individual, ie, it occurs in the mind. It
is internal to the communicator.
• Interpersonal - Communication that takes place between two or more persons. Interpersonal
communication is irreversible.
• Group: Communication that occurs in a group of between 2 to 12 individuals. It takes place in
different contexts and mixes interpersonal communication with social clustering.
• Organizational: Communication which takes within an organizational context. There are
patterns of organizational communication: Downward- High position to Lower ( Teacher to
Students), Upward- Lower position to Higher position ( Students to Teachers), Horizontal- Sam
e Position (teachers), Grapevine ( Gossip).
• Academic - communication in various forms with which the student at that level should be
familiar
• Public
• Intercultural - Also known as cross-cultural communication
• Mass Communication - Use of Mass Media to transmit a message, eg. An address to the
nation.
• Health Communication.
CHANNELS OF COMMUNICATION
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ORAL
Advantages:
• Direct
• Can be varied to suit the needs of the receiver
• Easy to Understand
• Can be Questioned quickly
Disadvantages:
• Need to listen carefully
• Affected by Noise
• Passive
• No permanent/ accurate record
• Can be quickly forgotten
WRITTEN
Advantages:
• Recorded so there is permanency
• More structured
• Easy to distribute
• Cannot be varied
• Can be referred to again
Disadvantages:
• Often difficult to read.
• No body language
• Feedback is slower
• No immediate response
• May be misinterpreted
• Losty and Time Consuming
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VISUAL
Advantages:
• More interactive
• Demands Attention
• Often easier to remember
• Creates greater interest
Disadvantages:
• Needs Close attention
• Not always clear
• Interpretations by receivers can vary
ELECTRONIC
Advantage:
• Great Speed
• Interactive
• Creates Interest
• Encourages Response
• ignores boundaries
• A good image for external communication.
Disadvantage:
• Cannot always be received
• its expensive
• Risk of Communication Overload
• Can be intercepted
• Diminishes personal contact.
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Oral Communication
Speaking and writing: spoken or written language: The message is communicated to the
receiver using words. Four skills associated with verbal communication:
• Reading
• Writing
• Speaking
• Listening
Oral Communication consists of all spoken exchanges. It can occur in face to face meetings or
as a presentation to a large audience. It can be formal or informal, planned or accidental.
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Written: Books, letters, emails, texts, memos, notices, magazines, newspapers, personal
journals, notes.
• Good for vital or complicated instructions as they can be given in a precise and uniform
manner, which can be referred back to.
• Less chance of messages being misunderstood.
• Provides a record for authority: is transmitted more effectively with a written order than an
aural one.
• The message can be carefully prepared and then directed to a large audience through mass
mailings.
• Also promotes uniformly in policy and procedure.
• Can reduce waste in some cases.
- It is impersonal
- People may not always read written communication
- No immediate feedback
- Not possible for the receiver to obtain immediate clarification if they do not fully understand
the message.
- It may generate a lot of paperwork
- Can be poorly expressed by ineffective writers.
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RHETORICAL APPEALS
- Persuasive
Logos
An appeal to logic and reason. Logos gives the evidence and statistics required to fully
understand the issue.
Eg. The logos of an advertisement will be straight facts about the product. Eg. One glass of
Florida Orange Juice contains 75 percent of your daily Vitamin C needs.
Pathos
An appeal to emotion. Pathos will attempt to evoke an emotional response in an individual. It is
sometimes positive such as happiness eg. an image of people enjoying themselves whilst
drinking Pepsi. Often, negative emotions are used such as pain or suffering or guilt. Eg. Images
of starving children to persuade you to send money.
Ethos
An appeal to Credibility or Character. Ethos will try to convince you that an individual/company
is reliable, honest and credible, therefore you should listen to that individual. It involves the use
of reliable experts ad celebrities.
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