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Media, Technology and Society
Interaction in Communication
OVERVIEW
• What is Communication
• Virtual view of communication
• What is interaction?
• Types of interaction
• The impact of mediation
• What is reciprocity?
Communication
Communication is simply the act of transferring information from one place to another.
Communication Process
A message or communication is sent by the sender through a communication channel to a receiver, or to multiple receivers. • The sender must encode the message (the information being
conveyed) into a form that is appropriate to the communication channel, and the receiver(s) then decodes the message to understand its meaning and significance.
Misunderstanding can occur at any stage of the communication process. • Effective communication involves minimising potential
misunderstanding and overcoming any barriers to communication at each stage in the communication process.
Effective Communication
An effective communicator understands their audience, chooses an appropriate
communication channel, hones their message to this channel and encodes the message to reduce
misunderstanding by the receiver(s).
Virtual view of communication
Interaction
Communication happens when one person sends a message to another person either
verbally or non-verbally. Interaction happens when two people respond to one another – a
two-way communication.
Social Interaction
Social interactions include a large number of behaviours, so many that in sociology, interaction is usually divided into five
categories.
Types of interaction
Exchange
Competition
Conflict
Cooperation
Accommodation
Exchange
• An exchange is when you do something to get something in return or for a reward
• Reciprocity is a basis of every exchange
Exchange Theory
• Some people are motivated by self interest.
• Behavior that is rewarded may offer be repeated.
• Cost of interaction outweigh the rewards.
Competition
Occurs when two or more people or groups oppose each other to achieve the goal.
Most sociologists view competition as a positive means of motivating.
The negative side of competition is that it can lead to psychological stress, a lack of
competition inequality and even conclict.
Conflict
• Conflict is the deliberate attempt to control a person by force, to oppose a someone or harm another person.
• The main emphasis of conflict is to defeat an opponent.
Cooperation
• Cooperation occurs when two or more people or groups works together to achieve a goal that will benefit more than one person.
• Cooperation is a social process that gets things done. No group can complete its task, or reach its goal without cooperation from its members.
Accommodation
Accommodation is a state of balance between cooperation and conflict.
The impact of mediation
Mediation is an effective way of resolving disputes without the need to go to more difficult
situation.
It involves an independent third party - a mediator - who helps both sides come to an
agreement. Mediation is a flexible process that can be used to settle disputes in a whole range
of situations such as: consumer disputes.
What is reciprocity?
Reciprocity in social psychology refers to responding to a positive action with another positive action, rewarding kind actions. As a social construct, reciprocity means that in response to friendly actions, people are frequently much nicer and much more
cooperative than predicted by the self-interest model; conversely, in response to hostile actions they are frequently much more nasty and even
brutal.
Media, Technology and Society
Interaction in Communication