INTRODUCTION TO HUMAN COMMUNICATION
MODULE 1.1
COMMUNICATION – Communication comes from Latin word “communicare”. Means “to make common “ or “to share”. – Communication is the process of using messages to generate meaning. – Communication is considered a process because it is an activity, an exchange, or asset of behaviors – not an unchanging product. – Communication is one of the essential elements of living things.
IMPORTANCE OF STUDYING COMMUNICATION 1. 2.
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Can improve the way you see yourself. Communication is “vital to he development of the whole person” (Morreale, Osborn, & Pearson, 2000) Can improve the way others see you. Through effective communication skill you can achieve your goals more easily as you manage the impression you make on others. Can increase what you know about human relationship. Can teach you important life skill. Communication involves learning important skills that everyone will use at some point in their life – i.e critical thinking, problem solving, decision making etc. Can help you exercise your constitutionally guaranteed freedom of speech. Can help you succeed professionally. A person educated in communication, will be able to gain a more desirable job (Bardwell, 1997; Cockrum, 1994; Peterson, 1997)
SPORT COMMUNICATION – Pedersen, Miloch, and Laucella (2011) define sports communication as the “process by which people in sport, in a sport setting, or through a sport endeavor share symbols as they create meaning through interaction. – Sports communication underscores the relationship development between organizations, players, fans, and third parties. – Sports communication is a dynamic practice that encompasses many functions within the sports industry from branding, reputation management, and customer service to sales, marketing, and sponsorship.
OBJECTIVE FOR AN EFFECTIVE SPORT COMMUNICATION – To engage the [stakeholder’s] interest. – To imprint the sports brand’s identity for a longer-lasting impression. – To humanize the sports brand.
– To encourage the [stakeholder] to identify with the sports brand and feel a personal connection with the participants. – To place the outcomes of competition in more than just a winning context.
– These strategic objectives are critical in relating with stakeholders, sparking interest, continually building the fan base, and retaining the current fan base.
– The sports environment is filled with an overwhelming number of messages and channels.
– Therefore, it is essential to “differentiate the sports brand” and “connect with [stakeholders]” (Rein, Kotler & Shields, 2006).
– This allows for a unique, lasting impression on stakeholders to solidify their connection with the brand