Lecture 1 - 1 ECE200 - Prof. J. N.

McMullin
Lecture 1
The Nature and Importance
of Communication
Lecture 1 - 2 ECE200 - Prof. J. N. McMullin
Learning Objectives
To understand the nature and importance of
communication
To become acquainted with the rhetorical foundations
of communication
To understand the role of situation in shaping
human interaction
Lecture 1 - 3 ECE200 - Prof. J. N. McMullin
As much as 75 per cent of the average persons day is
spent communicating.
Those in technical jobs are estimated to spend between 50
per cent and 90 per cent of their work day engaged in
communication tasks.
The Nature and Importance of
Communication
Lecture 1 - 4 ECE200 - Prof. J. N. McMullin
We listen a book a day, we speak a
book a week, read the equivalent of
a book a month, and write the
equivalent of a book a year,
... Walter Loban
Lecture 1 - 5 ECE200 - Prof. J. N. McMullin
Communication has been studied
theoretically for thousands of
years...
Lecture 1 - 6 ECE200 - Prof. J. N. McMullin
The Shannon-Weaver Model
based on A Mathematical Theory of Communication,
Claude Shannon, 1948.
Lecture 1 - 7 ECE200 - Prof. J. N. McMullin
The Rhetorical Triangle
Three Elements of the Rhetorical Triangle
Lecture 1 - 8 ECE200 - Prof. J. N. McMullin
Aristotles* Modes of Persuasion:
(how to make a convincing argument)
ETHOS
PATHOS
LOGOS
*Greek philosopher (384-322 BCE). Aristotle was the student of Plato and tutor to Alexander
the Great. His works on a number of subjects such as logic, metaphysics, biology, rhetoric,
ethics, and poetry have survived. His work on metaphysics, in particular, exerted an
influence on medieval theologians. ...
Lecture 1 - 9 ECE200 - Prof. J. N. McMullin
Ethos:
Ethos is appeal based on the character of the speaker.
An ethos-driven document relies on the reputation of the
author.
3 important elements:
Good will - genuine respect and concern for others
interests and views
Good Judgment - a sensible and reasonable point
of view based on a full understanding of what is at stake
Good Character - integrity and credibility
Lecture 1 - 10 ECE200 - Prof. J. N. McMullin
Pathos:
Pathos is appeal based on emotion.
Advertisements tend to be pathos-driven.
Lecture 1 - 11 ECE200 - Prof. J. N. McMullin
Logos:
Logos is appeal based on logic or reason.
Documents distributed by companies or corporations are
logos-driven.
Scholarly documents are also often logos-driven.
Lecture 1 - 12 ECE200 - Prof. J. N. McMullin
The Nine Axioms* of
Communication
Effective Communication for the Technical Professions
by Jennifer MacLennan, U. Saskatchewan
*Axiom: Self-evident and necessary truth; a proposition which it is
necessary to take for granted; a proposition whose truth is so evident
that no reasoning or demonstration can make it plainer; a
fundamental theorem that serves as a basis for deduction of other
theorems. ...
Lecture 1 - 13 ECE200 - Prof. J. N. McMullin
1. Communication is not simply an exchange of information,
but an interaction between people.
2. All communication involves an element of relation as well
as content.
3. Communication takes place within a context of persons,
objects, events, and relations.
4. Communication is a principal way of establishing
ourselves and maintaining credibility.
5. Communication is the main means through which we
exert influence.
Lecture 1 - 14 ECE200 - Prof. J. N. McMullin
6. All communication involves an element of interpersonal
risk.
7. Communication is frequently ambiguous: what is unsaid
can be as important as what is said.
8. Effective communication is audience-centred, not self-
centred.
9. Communication is pervasive: you cannot not
communicate.
Lecture 1 - 15 ECE200 - Prof. J. N. McMullin
Rhetorical Situation
Definition:
The context of a rhetorical act; minimally, made up of a rhetor, an
issue, and an audience. Put another way, a rhetorical situation occurs
when a rhetor, an audience, a medium (such as a text or speech), and
a context converge to create a rhetorical act, such as writing or
speaking.
Lecture 1 - 16 ECE200 - Prof. J. N. McMullin
The presence of rhetorical discourse indicates
the presence of a rhetorical situation.
In any rhetorical situation, there will be at least
one controlling exigence* which functions as the
organizing principle:
it specifies the audience to be addressed and the
change to be effected.
*A condition in which something necessary or desirable is required or wanted
Lecture 1 - 17 ECE200 - Prof. J. N. McMullin
Points to Remember - 1
As much as 75 per cent of the average persons day is
spent communicating.
Those in technical jobs are estimated to spend between
50 per cent and 90 per cent of their work-day engaged in
communication tasks.
All communication involves a speaker (or writer), an
audience, and a message.
Communication is a dynamic process that involves
adapting your message to suit the needs and
expectations of the audience, while at the same time
recognizing that your message has the power to
influence and change the attitudes of the people who
hear it.
All communication involves relation as well as content.
Lecture 1 - 18 ECE200 - Prof. J. N. McMullin
Points to Remember - 2
Your credibility depends on the quality of your
communication (and vice versa)
All communication involves influence and risk.
Nonverbal and other unspoken elements can enhance or
detract from verbal messages.
Communication always takes place in a context of
persons, events, and relationships.