Unit7
Unit7
Structure
ReadingSkillsForEffectiveBusinessCommunication
7.1 Introduction Objectives 7.2 Whatisreading? 7.2.1 Purposesofreading 7.2.2 Readingasaskill SelfAssessmentQuestions1 7.3 Typesofreading 7.3.1Skimming 7.3.2Scanning 7.3.3Extensivereading 7.3.4Intensivereading 7.3.5Loudandsilentreading 7.4 SQ3RTechniqueofReading 7.5 Summary TerminalQuestions AnswerstoSAQsandTQs
7.1Introduction
Apartfromlistening,writtenandoralskills,businessexecutivesalsoneedtoequipthemselveswith reading skills, in order to succeed in the workplace. These skills are very different from what you requireasastudentofmanagement.Thetypesofreadingthatyouwillhavetodoattheworkplace willbevariedsometimesyoumayhavetodoextensivereadingofprofessionalbooks,magazines andjournalsatothertimesyoumayberequiredtostudyresearchreportsinanintensivemanner. Often,businessexecutivesarealsoaskedtoscannewspapersandmagazinestocollectinformation, or to read and condense business related articles for their busy superiors. Unless you familiarize yourselfwiththedifferenttechniquesofreading,youwillnotbesuccessful.Thisunitdealswiththe differentpurposesandtypesofreadingandsomespecialtechniquesthatshouldbeapplied,inorder toextractthemostoutofreading.
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LearningObjectives: Afterstudyingthisunit,youshouldbeableto.
Thefollowingareafewdefinitions/descriptionsregardingtheprocessofreading. Readingisthinkingunderthestimulusoftheprintedpage(Webster,1982:30) Readingisapsycholinguisticguessinggame(Webster,1982:19) Readingcomprehensionmeansunderstandingawrittentext. Understandingawrittentextis extractingtherequiredinformationfromitasefficientlyaspossible.FrancoiseGrellet1991:3) Theabovedefinitions/descriptionssuggestthatwhenwereadanypieceoftext,weunderstandthe giventextatthreelevels i) ii) iii) Pure,literalresponsetothefamiliarwordsonthepagethereisnoindepthunderstanding. Recognitionofthewritersmeaning.Inotherwords,wereadandrecognizetheintentionofthe authorinwritingthegiventext. Personalexperience,whichhelpsyoutounderstandthegivenmatter.
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7.2.1PurposesOfReading
Wereadmanythingsinourdaytodaylives.Someoftheminclude
Newspapersandmagazines Advertisements,leafletsandpamphlets Textbooks,novelsandshortstories Letters Email Recipes,puzzles,menus Articles,reports,legaldocuments Dictionaries,telephonedirectories Cartoons,comicstrips Timetables,maps,statisticalgraphsanddiagrams
Theaboveitemsarereadeitherforknowledge,personalinterest,pleasure,ortogatherinformation. Foryouasstudents,thepurposeofreadingiseitherforinterest,pleasureortoacquireinformation and knowledge. Reading for interest or pleasure is usually fulfilled through reading fiction, while readingtolearnisassociatedwithinformativearticles.Readingforinformationmaybebothinternal andexternal.Whenyoureadfornecessarybackgroundinformationaboutwhatisgoingonwithin the company where you work, or within your group, it is called reading for internal information. Readingforinformationaboutwhatisgoingoninyourfield,butoutsideyourowncompany,iscalled readingforexternalinformation. Youmayalsoneedtodosomethingconcreteinthenearfutureafteryouhavereadwhatever itisyouarereading.Thisisknownasactionreading. Professionalreadingisdonewhenyou need to continue learning and studying, so that you develop your own thinking and skills. However,youshouldbearinmindthatatextisnotwrittenstrictlyforanyonepurpose.Forinstance, abiographyoranautobiographymaybereadbyonepersonforpersonalinterest,tounderstandthe life story of an individual. The same book may also be read by a research scholar, for research purposes.Peoplesinterestinreadingissovaried,thatanytextcouldmeetanypurpose.
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7.2.2ReadingAsASkill Similartolistening,reading,formanyofus,isapassiveprocess,wherewesitdown,relaxandrun our eyes through the words on the page. However, meaningful reading, or reading with understanding,isconsideredanactiveprocess.Areadercanunderstandatextonlywhenhe/she activelyuseshis/hermentalfaculties.Therefore,toreadefficiently,onehastohave: Knowledgeofthewritingsystemofthelanguage Knowledgeofthegrammarandvocabularyofthelanguage Abilitytointerpret Areasonforreadingandtheappropriatemethodofreading Knowledgeoftheworld(experience/backgroundknowledge)
Whenalltheserequirementsareusedefficientlywhilereading,understandingwillbeeffectiveand meaningful.Thus,readingisaskill,whichhastobeacquiredthroughconstantexperimentation. SelfAssessmentQuestion1 Arethefollowingstatementstrueorfalse? i) ii) iii) iv) Wecannotunderstandtheintentionoftheauthorwhilereadinganygiventext. Abookisreadonlyforthepleasureofreadingit. Theintentionofreadingamedicalreportistogaininformation. Readingisanencodingprocessofcommunication.
7.3.1 Skimming Letussaythatyouareastudentofmanagementandassuggestedbyyourprofessor,youneedto buy a referencetext book on Investment Management,or to write a paperon Computer Graphics. Yougotoabookstoreandseearackfullofbooks,withthesametitle,butdifferentauthors.Youdo
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not have time to read the pages before deciding on buying the book. Therefore, you quickly go throughthecontents,titlepageandtheblurb(Thisisashortpieceofwritingonthecoverofabook that reviews and promotes the book). By now, you have decided to buy one book. This type of readingthatyoudointhebookstoreisknownasskimming.Thus,skimmingmaybedefinedas lookingoveratext/bookquickly,inordertogetageneralorsuperficialideaofthecontent. Activity1(Anexerciseinskimming) Matchthefollowingbusinesspublicationswiththeextractsgivenbelow.
a) One of the most popular hill stations in India, Munnar is situated at the confluence of three mountain streams Mudrapuzha, Nallathanni and Kundala. Located at 1600 mts. above sea level,ithasanareaof26.2sq.km.,withatemperatureof15.225Cinsummerand010C duringwinter.ThebesttimetovisitMunnarisfromSeptembertoMay.
b) TokyostocksdrifteddownwardsonTuesday,amidlighttrading,withtheNikkei225losing0.41 percentto17.760.91,asinvestorswaitedforfreshdatafromJapanandtheUSattheendofthe week. c) Tobeaneffectivemanagerintodayscompetitiveworld,youmustkeepuptodatewiththelatest developments in technology. Technology is changing rapidly and the pace of innovation is accelerating. New technologies are being developed all the time and this puts even more pressureonmanagers.
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d) The line, rectangle and oval tools are in Flash function, as you would expect from using other graphicprograms. i) ii) iii) ClicktheOvaltool. Dragtheworkareatotheright.Dontworryaboutthecolororfill. Clickthewhitetriangleattherightwhenyouarereadytocontinue.
e) WearepleasedtoannouncetheappointmentofShashankBhatasournewDirectorofHuman Resources. Shashank began his career at Nimbus, after leaving University. He has been workingattheHeadOfficesincelastyear.Shashankismarriedandhasonedaughter. f) Towards the end of the year, we saw a slight improvement in our market share in the United States.Amoreoptimisticeconomicsituationtherehelpedoursalestogrowbyjustunder15%in the second half of the year. This was partly due to some very strong competition from other firms. 7.3.2 Scanning Asyoureadatext,editorialoranarticle,youmaysuddenlycomeacrossawordthatisnotfamiliarto you.Naturally,youwouldliketoknowthemeaningoftheword,foryourownbenefit.Soyougetthe dictionary and carefully find the word. You see the spelling, pronunciation, meaning and also the varioususesofthesameword(ifany).Thistypeofcarefulreadingtofindoutthespecific,clear details,isknownasscanning.Inthiscase,youdonotjustrunyoureyesacrossthepage,butlook intotheinformationforspecificdetails.Letusgothroughthefollowingexercise,tobefamiliarwith whatscanningisallabout. Activity2(Anexerciseinscanning) Readthearticleandanswerthequestionsthatfollow:
Simon Harris, a senior executive in the London branch of the computer firm Samex Systems, regularly arrives at work wearing jeans, trainers and a colorful pullover. His secretary, Martine, is seen dressed in a bright yellow Tshirt and designer jeans. Samex Systems recently decided to
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allowits1,500employeestoleavetheirpinstripesuitsandsmartfrocksinthewardrobeandtowear casualclothestowork. SamexsHumanResourceDirector,NormaLeamanisresponsibleforintroducingthenewpolicy.I travelquitealottotheUSA.ManyofthecompaniesIvisittherenolongerhavestrictdresscodes. Infact,manyemployeeswearpracticallywhattheylike. Norma decided to introduce casual dress as an experiment in the company. We started off by allowing people todress ina more relaxed wayoncea week. Then weextended it to twodaysa week.Nowmostemployeescanwearmorerelaxeddresswhentheylike. Thereare,ofcourse,stillsomerules.Dirtyoruntidyclothesarenotallowed.Maleemployeesare toldnottowearearringsatwork. Andforsomepeople,thereistilladresscode.Salesstaffdonot gooutonvisitswearingjeans.OverseasvisitorsespeciallyiftheycomefromtheFarEastare notwelcomedbyexecutivesinBermudashortsandbeachshirts. ThefashionforcasualdressatworkstartedonthewestcoastoftheUnitedStates.Americanhitech companiesfoundthatyoungeremployeeswerehappierwithalessformalstyle.Intheinformation technology industry, the division between office and home is not very important, says consultant LuisRodriguez.Manypeopleworkathomewearingtheclothestheyfeelmostrelaxedin.When theyareintheoffice,theyjustdontseetheneedtodressveryformally.Rodriguezhascarriedout a survey on dress among 700 US companies. We found that about 70% of companies allowed employeestowearcasualclothesonsomeoccasions.Thereareanumberofexplanationsforthe morerelaxedmodernstyle,accordingtoRodriguez.Companieswithahigherproportionofwomen employeestendtobemorerelaxedaboutdresscodes. Itisalsosignificantthattherearemanymoreyoungerpeopleinpositionsofpower.Younowfind senior managers in their early thirties or even younger. They just dont want to dress like their grandfatherdid. Eventhemosttraditionalcompanieshavebeencaughtupinthenewfashion.TakeMFDSecurities, aCityofLondoninvestmentfirm.Formanyyears,executiveshadtowearwhiteshirts,darksuits, andties.Nowtheyareallowedtowearmorecasualjacketsandtrousers.Jeans,however,arenot allowed. Our customers are getting younger and younger, says MFD spokesperson Jan Martin. Often they are happier dealing with someone of their own ageand background. And that means dressinginamoreinformalway.
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However, not all companies are following the trend. A junior executive in a Paris bank recently arrived at work to find four brand new white shirts on his desk. This was his companys way of sayingthatblueandyellowstripedshirtswerenotacceptable.
7.3.3 ExtensiveReading
Aswehavealreadymentioned,ourwayofreadingisinfluencedbythepurposeofourreading.Most ofushavethehabitofreadingespeciallywhenwearefree,orhavealotofleisuretime.Wemight getholdofanovel,acomicstrip,oramagazine.Whenwereadforthepurepleasureofreading,it isknownasextensivereading.However,itshouldnotbegivenlesspriority,becauseitisextensive reading. It is enjoyable, as well as informative. Here, we practice rapid reading to get a global/overallunderstandingofthematter. Activity3 Read the passage given below and try to insert words in the blanks. The words that you chooseshouldbecontextualbased.
Inasuccessfulnegotiation,nooneshouldfeelthattheyhavelost.Youshouldreachawin__1___ solution.Afteronesidemakesaproposal,theothershouldmakea 2___offer.Ifbothsides make 3_ you can work towards a compromise. By making a goodwill ___4___ you may get 6_ off,thereisachancethatthetalkswillbreakdown. somethingfromtheotherside.Itisthis__5__tradingthatmovesthenegotiationsalong.Ifyouare notpreparedtomakea
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(Note:Nowseethepossibleanswersandtrytocheckwhetheryouhaveselectedtheappropriate words. This exercise proves that you can understand the overall meaning of the passage, even if somewordsaremissing.)
7.3.4 IntensiveReading
Whenwereadshortertextslikearesearchpaperforgettingspecificdetailsorinformation,weread slowlywithalotofconcentration.Thisisknownasintensivereading.Whenyoureadabookasa resourcematerialforresearch,youreaditintensivelybecausetheoverallunderstandingisnotthe objectiveorpurposeofourreading.Whenyoureadanarticleinordertowriteareviewonit,you readitintensively.Weusealltheskillsofreadingwhenwedointensivereading. Activity4 Readthefollowingparagraph.Attheendofeachsentence,youwillfindthelettersM(main idea)andS(supportingdetail).Identifyineachcase,whetheritisMorSandtickthecorrect letter. Themoon'sgravitypullstheearth'soceanstowardsit,asitmovesaroundtheearth.(M/S).Thenit letsthemgoagain.(M/S)Thesemovementsoftheoceansarethetides.(M/S)Thesunalsoaffects thetides.(M/S)Attheseaside,youcanseethatsometimestheseacoversthebeachcompletely. (M/S) These are called high tides. (M/S) At other times, the water goes back, leaving the shore uncovered.(M/S)Thesearecalledlowtides(M/S)Mostseasideplaceshavetwohightidesandtwo lowtideseveryday.(M/S)
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Activity5 Readthefollowingpassageandunderlinethemainideas. Everybrightstarisasun,likeourownsun.Thismeansthatstarsarehugeballsofglowinggases. Theyaresohot,thatifapieceofsteelwasplacedthere,itwoulddisappearinacloudofgas!In manyofthestars,thegasesareverythin. Thisisbecausetheparticlesoratomsofmatterinthe gasarefarapart. Butstarsdohavematterinthem.Weknowforexample,thatthesuncontainsmorethansixtyofthe chemicalelementspresentintheearth.Amongtheelementsinthesunarehydrogen,helium,iron, calciumandmagnesium. In cooler stars, the matter may be more nearly liquid, somewhat like the boiling iron in a blast furnace.Insomeveryoldandcoldstars,themattermaybesocloselypackedthatacubicinchofit wouldweighaton.Suchstarsarecalleddeadordarkstars. Astronomers can find out all this by using instruments called "spectroscopes". The spectroscope studiesthelightastargives,andfromthiswecanlearnwhatkindsofmatteritcontainsandhowhot itis. Thedifferentcolorsofthestarswhite,blue,yellow,orredshowuswhatchemicalelementsare presentinthem.Differenttemperaturesofstarsalsocausedifferencesinthelighttheygive,intheir spectrum.Inthisway,thetemperatureofastarcanbedetermined. Glossary
ElementsSimplesubstances BlastfurnaceAsteelcontainer,whereironisseparatedfromironore,bytheactionofheatandair blownthroughatgreatpressure. Activity6 Now write a paragraph on "What is a star made of?", using only the main ideas you have identified.
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7.3.5LoudAndSilentReading Mostofourdaytodayreadingisdonesilently.Whenwereadanarticleoranadvertisement,weare engaged in the processofderiving meaningfrom thepassage. Actually when we read aloud, our concentrationisdividedbetweenreadingandspeaking.Thismakesreadingdifficultandmaycause problems in understanding the matter. However, there are situations when we may have to read things aloud when others do not have access to them for example, notices and circulars. Weneedtoreadtheinstructionsaloudtostudentsoremployees,sothatthereisnoconfusionlater. Apart from these extraordinary situations, most of the time the natural way of reading is silent reading,whichisidealandhelpscomprehension.
7.4 SQ3RTechniqueOfReading
ThistechniqueofreadingwasdevelopedbyRobinsoninhisbook"EffectiveStudy"(1970). SQ3R standsfortheinitiallettersofthefivestepsinstudyingatext Survey Question Read Recall Review S Q R R R
Letusbrieflygothroughthesestepsinthegivenorder.
1. Survey: Survey refers to a quick glance through the title page, preface and chapter headingsofatext. Bysurveying,youwillbeabletogaugethemainideasofthetext.Besides,the authorsname,date,placeofpublicationandtitlepagecangiveyouanideaofthegeneralsubject area.Thetableofcontents,prefaceorforewordinabookwouldgiveyouanideaofthethemesand how they are organized. A survey of the index or bibliography tells you immediately whether the bookcontainswhatyouneed. Letustakeanexample.Choosetheappropriatereferencebyaquicksurvey:
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Currentdevelopmentsinthefield Historicalstudyofthesubject
a b c d e f a b c d e f
Variousopinionsbyexpertsonthesubject a b c d e f Bibliography
(a) Billmeyer,F.W.1962. ATextBookofPolymerScience NewYork:JohnWileyandSons (b) AcondensedChemicalDictionary (c) InternationalEncyclopaediaofSciences (d) EncyclopaediaBritannica (e) Stille, J. K. 1962. Introduction to Polymer Chemistry: New York: John Wiley and Sons. Wassermann,LeonardG.,1974 (f) Chemistry:BasicConceptsandContemporaryApplicationsCalifornia:WadsworthPublCo.Inc.
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Isthebookusefulorrelevanttomystudy? Doesitprovidesomeguidelines/informationonthesubjectathand?
However,asyougothroughtheindividualchapters,youmighthavespecificquestionsregardingthe topic.Thiswillsurelyleadtogainingsomeinsightsintothetext,topicandtheauthor'scomments. You will be surprised to see how your questions are answered in the process of reading and understanding the text. Therefore, don't treat reading as an automatic process. It has to be consciousanddeliberate,.withadefinitepurpose,whereyouinteractwiththetopicandtheauthor.
3. Reading: Aftersurveyingandquestioning,youbegintheactualreading.Youneedtodevelopa criticalapproachtoreadinganythingforthatmatter. Readthetextoverandoveragain,eachtime withadifferentquestionandadifferentpurposeinmind."Ireaditonceandunderstandeverything" kindofattitudeisnothingbutamyth.Hence,whilereadingforthefirsttime,youshouldjustfocuson themainpoints/ideasandsupportingdetails. 4.Recall:Thefourthstageinreadingcomprehensionisrecalling.Readingisnotanisolatedactivity. Everyreadingexerciseincreasesyourbackgroundknowledge.Youshouldbeabletoconnectthe information gained with the already existing background knowledge. Recalling whatever you havereadwillenableyoutoconnectandrelatethecontentwiththepreviousandfuturelearningof thesubject.Thisleadsustothenextstageinreadingi.e.,review. 5. Review: Reviewing is nothing but checking whether we have followed the earlier stages promptly and efficiently. Have we surveyed the book, article, or magazine properly? Have we asked the appropriate questions relating to the content, have we read it critically and have we recalledthemostsignificantdetailsorinformationrequiredforourstudy?Thesearequestionsthat shouldbeaskedinthefinalstageofreading.Reviewwillsharpenyourcriticalability,enableyouto formyourownopinionsonthetopicandexpressthemtoothers. Trytopracticethesestagesconsciouslyinyourreadingandresearchandyouwillfindthistobea highlyrewardingexperience.
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7.5 Summary
Readingisessentiallyaprocessofdecodingmessages,withaviewtounderstandingawrittentext. Ithasvariouspurposes,suchasreadingforpersonalinterest,pleasureorforgaininginformation.A singletextisnotwrittenforanyonepurpose,butcouldmeetanypurpose,dependingonindividual needs. Readingintherealsenseisanactive,ratherthanapassiveprocess.Activereadingmeansreading tograspthemeaning.Itisaskillwhichhastobedevelopedandpracticed. Basedonthepurposeforwhichwearereading,therearefivedifferenttypesofreading 1.SkimmingQuicklyglancingoveratexttogetageneralideaofthecontent 2.ScanningCarefulreadingtofindoutspecificdetails 3.ExtensivereadingRapidreadingtogetanoverallunderstandingofthematter 4.IntensivereadingReadingslowlywithconcentrationtogetspecificdetails 5.SilentorloudreadingThisdependsonwhetherwearereadingtoourselvesorreadingtoothers. An innovative reading technique, known as the SQ3R technique, consists in reading a piece of writtenmaterialinfivedifferentstages Survey,orglancingthroughatexttogetthemainidea Question,oraskingyourselfifthetextisrelevanttoyourneeds Readingthetextseveraltimeswithacriticalapproach Recall,orconnectingwhatyoureadwithyourpreviousknowledgeonthesubject Review,orcrosscheckingwhetherthefirstfourstageshavebeenfollowedcorrectly
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AnswerstoSelfAssessmentQuestions
A.SelfAssessmentQuestions1
3.1c2a3c4a5b6c 4.Themoon'sgravitypullstheearth'soceanstowardsit,asitmovesroundtheearth.(M/S).Then itletsthemgoagain.(M/S)Thesemovementsoftheoceansarethetides.(M/S)Thesunalso affectsthe tides. (M/S) Atthe seaside, you cansee that sometimes the sea coversthebeach completely. (M/S) These are called high tides. (M/S) At other times, the water goes back, leavingtheshoreuncovered.(M/S)Thesearecalledlowtides(M/S)Mostseasideplaceshave twohightidesandtwolowtideseveryday.(M/S)
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5. Every bright star is a sun, like our own sun. This means that stars are huge balls of glowing gases. Theyaresohot,thatifapieceofsteelwasplacedthere,itwoulddisappearinacloudofgas! Inmanyofthestars,thegasesareverythin.Thisisbecausetheparticlesoratomsofmatterinthe gasarefarapart. Butstarsdohavematterinthem. Weknow,forexample,thatthesuncontainsmorethansixtyof thechemicalelementspresentintheearth.Amongtheelementsinthesunarehydrogen,helium, iron,calciumandmagnesium. In cooler stars, the matter may be more nearly liquid, somewhat like the boiling iron in a blast furnace.Insomeveryoldandcoldstars,themattermaybesocloselypackedthatacubicinchofit wouldweighaton. Suchstarsarecalleddeadordarkstars. Astronomers can find out all this by using instruments called "spectroscopes". The spectroscope studiesthelightastargives,andfromthiswecanlearnwhatkindsofmatteritcontainsandhowhot itis. Thedifferentcolorsofthestarswhite,blue,yellow,orredshowuswhatchemicalelementsare presentinthem. Differenttemperaturesofstarsalsocausedifferencesinthelighttheygive,intheir 'spectrum'.Inthisway,thetemperatureofastarcanbedetermined. AnswertoTerminalQuestions 1. Refer7.3.2 2. Refer7.3.5 3. Refer7.3.1and7.3.2
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