TheSet

ti
ngs,
Processes,
Met
hods,
andTool
sinCommuni
cat
ion

Set
ti
ngsi
nCommuni
cat
ion

Thesetti
ngsincommunicati
onmaybedefi
nedasthephysicalsur
roundi
ngsofa
communi cati
oneventwhichmaybemadeupoft helocat
ionwherethecommuni cati
on
occurs,envi
ronmentcondi
ti
ons,t
imeoft
heday,ordayoftheweek,aswellasproximit
y
ofthecommuni cat
ors.

Met
hodsofCommuni
cat
ion

Themet hodsofcommuni cat

ioninvol
vethev er
bal(sounds,language,andtone
ofvoice)theaural(l
i
st eni
ngandhear i
ng;non-
verbal(f
aci
alexpression,bodylanguage,
andpost ure;t
hewr i
tten(let
ter
s,memos,j our
nals,email
s,blogs,andt extmessages);
andthev i
sual(si
gns,sy mbol
s,i
ll
ustr
ati
on,andpictur
es).

Fi
veMet
hodsEmpl
oyedi
nCommuni
cat
ion

I
ntr
aper
sonal–per
tai
ningt
osel
f-
int
rospect
ion

I
nter
per
sonal–r
efer
ri
ngt
oei
therdy
adi
corgr
oupcommuni
cat
ion

Publ
i
c–addr
essi
ngat
angl
edaudi
encei
napubl
i
cfor
um

Medi
ated–usi
ngmedi
aandcommuni
cat
iont
echnol
ogi
es

I
nst
it
uti
onal–i
nvol
vi
ngi
nter
nal
orext
ernal
processesofor
gani
zat
ionaj
uri
dical
ent
it
y

Tool
sinCommuni
cat
ion

Incl
udeal
lofwhatweuseinbot
hcommuni
cat
ingwi
thot
her
sandi
nter
pret
ing
t
hei
nformati
onr
ecei
vedf
rom ot
her
s.
Gover
nmentSet
ting-Thegovernmentdealswi
thci
ti
zensandpar
ti
cul
arl
ydel
i
ver
ssoci
al
andpubl
i
cservi
cesthatensur
epeacefulandor
derl
yli
vi
ng.

Pri
vateSect
orSet
ti
ng-Thepr i
vatesect
orsref
ertot hebusi
nesscommuni
ty,t
hepeople
who areinvol
ved i
nt he del
i
veryofpublic ser
vices t
hatincl
ude j
ob cr
eati
on and
employmentpr
ovi
sionbutarenotthegover
nment.

Civ
ilSoci
etySet
ting-Thissect
orofsoci
etyseesi
tsel
fast
he“
thi
rdf
orce”
.Itcomest
o
complementgovernmentandbusi
nessact
ion.

SchoolSet
ti
ng-Schoolsareeducationalandsociali
nst
it
uti
ons.Thei
rpart
ici
pat
ioni
n
communicati
oni
stodeliv
ereducati
onalgoodstothepubl
icandengagecommuniti
esi
n
agendaset
ti
ngregar
dingeducat
ionalgoalsandmeans.

CommunitySetti
ng-Thecommuni t
yi swher
eallsect
orsi
nter
actwi
thgov
ernment
,
busi
ness,
civ
ilsoci
ety
,andal
li
ndi
vi
dualsandgr
oups.

Civi
lSociet
yOr gani
zat
ions-I treferstoawi dear rayofor gani
zati
ons:communit
y
groups,nongovernmentalorganizati
ons (NGO) ,laborunions,i ndi
genous gr
oups,
chari
tabl
einst
it
uti
ons,f
aith-
basedor gani
zat
ions,prof
essional
associati
ons,and

f
oundat
ionswhi
chadv
ocat
evar
iouscauses.

Communi
cat
ionMedi
aChannel
s

Pr
intMedi
a:Newspaper
s

Asamassmedi
um,
thenewspaper
skeyf
eat
uresar
e:

Regul
arorper
iodi
cal
appear
ance
 Useofpr
intt
echnol
ogy

NewsCont
ent

I
ndi
vi
dual
orgr
oupr
eadi
ng

Newspaper
sar
ecl
assi
fi
edaccor
dingt
o:

Ty
peofcont ent
:gener
alnews,pol
i
ticalnewspaper
s,busi
nessnewspaper
s,spor
ts
newspapers

Ci
rcul
ati
onar
ea:
nat
ional
,l
ocal
,met
ropol
i
tannewspaper
s

Audi
ence:
communi
tynewspaper
s,r
eli
giousnewspaper
s

Language:
nat
ional
language,
ver
nacul
ar

Per
iodi
cit
y:dai
l
y,weekl
y

Thestapl
eofnewspaper
sarenewsst ori
esorstori
eswhicharenewswort
hy,thatis—
i
nter
esti
ngenoughtoanaudiencesoitshouldberepor
ted.Newswor
thi
nessisdefined
i
nmanyway s,butmostj
our
nalist
sagr
eet hatt
hefol
lowi
ngmakesastorynewswor t
hy :

Theexcept
ional
oroutoft
heor
dinar
y

Pr
oxi
mit
y

I
mpact

Pr
omi
nence

Conf
li
ct

Humani
nter
est

Newscompani
esar
edi
vi
dedi
ntot
wosect
ors:

Edi
tor
ial-composedofeditor
s,r
eport
ers,phot
ojour
nal
ist
s,andotherj
ournal
i
sts.
Theygathernewsandi
nformat
iont
hatfi
llt
hespacecall
edthe“
newshole”
 Business Sect
ion -composed ofthe adv
ert
isi
ng and ci
rcul
ati
on sal
es st
aff
,
gener
atesrevenuef
ort
hebusi
ness.

Br
oadcastMedi
a:Radi
oandTel
evi
sion

Reasonswhyr
adi
oisdomi
nantamongt
hemassmedi
a:

Cost
-ef
fect
ive

Lowdemandonl
i
ter
acyski
l
ls

Por
tabi
l
ity

Abackgr
oundmedi
um

Accessi
bil
i
tyt
ovi
sual
l
ychal
l
enged

Radioprogramsar ebroadcastfr
om acent r
all
y-
locatedsourcecall
edastat
ion.Radi
o
stat
ionsmaybecommer cialorgovernment-ownedst ati
ons.Thevastmajor
it
yare
commer ci
alstat
ionsthatobtai
nrevenuefr
om advert
ising.

Radi
opr
ogr
amsar
edi
vi
dedi
ntot
wo:

Newspr
ogr
ams

Nonnews

Tel
evi
sion

I
tscapaci
tyt
otr
ansmi
tpi
ctur
esandsoundsandt
odosol
i
vei
stel
evi
sion'
sst
rengt
h
asamassmedium.

Tel
evi
sionpr
ogr
amsmaybecat
egor
izedi
ntonews,newsanal
ysi
s,document
ari
es,
 i
nformalandf or
maleducati
onprograms,sport
s,music,andent
ertainment.The
l
attercategor
yincl
udesabroadrangeofpr ogr
amssuchasdr amaandcomedy
seri
es,musi canddance,musicv i
deoclips,var
iet
y,gameshows,andr eal
it
y
tel
evisi
on.Moreover
,ther
earepubl
icserv
iceprogramsandcorporate-sponsor
ed
programs.

Mostt
elev
isi
onst
ati
onsar
ecommer
cial
ent
erpr
ises.

Asacommer
cial
ent
erpr
ise,
tel
evi
sion’
sli
vel
i
hoodi
sent
erpr
isi
ng.

Tel
evi
sionpl
aysav
ital
rol
einmoder
npol
i
tics

Tel
evi
sion wil
lconti
nuetohaveahugei nf
luencei
nourliv
esandi nsoci
etyasi
t
evol
v esal
ongsi
dedigi
tal
inf
ormat
ionandcommunicat
iontechnol
ogi
es.

Ot
herMassMedi
a:Fi
l
m andMusi
c

Rel
ati
vel
yli
ttl
eat
tenti
onisgi
vent
ofi
l
m andr
ecor
dedmusi
casmassmedi
ainspi
te
ofthei
rimpor
tance.

Fi
l
m isat ruemassmedium inthesenset
hati
treachesal
argepar
toft
he
popul
ati
on,ev
eni
nrur
alar
eas.

Replayi
ngmusicdominatesmuchofr adi
ocontentandtheauxi
l
iar
yuseofmobi l
e
phones.Whi
lemusicisgener
all
ythoughtofasenter
tai
nment
,it
srel
ati
onshi
pto
soci
alandpol
it
ical
eventsi
sbrecogni
zed.

NewMedi
aandSoci
alMedi
a

New Medi a-cov ersasetofappl i

edcommuni cati
ont echnol
ogi
est hatcontinueto
evol
ve.Onedef i
nit
iondescr
ibesthem as“
int
eract
iveformsofcommuni cati
onthatuse
theint
ernet,i
ncl
udingblogs,podcast
s,soci
alnetworks,textmessagingwi ki
s,vir
tual
worl
ds,andothercomputer-
aidedcommunicati
onformatsthatareavai
l
abl eonl
ine.

Char
act
eri
sti
csofNewMedi
a
 I
nter
act
ivi
ty

Ubi
qui
tyandde-
locat
edness

Accessi
bil
i
ty

Amedi
um bot
hformassandper
sonal
communi
cat
ion

Hy
per
text
ual
i
ty

Mul
ti
medi
ali
ty

Soci
alMedia-isasubsetofthenew mediaandhasdominat
edthemassmedi
a
l
andscapei
nrecenty
ear
s.Thi
smaybecl
assi
fi
edint
osi
xty
pesnamely
:

Soci
alnet
wor
kingsi
tessuchasFacebook,
Twi
tt
er,
Tumbl
r,andI
nst
agr
am

Col
l
abor
ati
vePr
oject
ssuchassoci
almedi
a

Cont
entcommuni
ti
essuchasYouTube

Vi
rt
ual
gamewor
ldssuchasWor
ldofWar
Craf
t

Vi
rt
ual
soci
alwor
ldssuchasSecondLi
fe

Technol
ogi
es such as bl
ogs,emai
l
,inst
ant messagi
ng,musi
c shar
ing,and
cr
owdsour
cing.