In your summary, discuss how the week’s readings support the role of the principal in family and community involvement. The weekly summary should include at least one reference from the week’s readings and should be no longer than 250 words. Grading: 0–No summary or summary is not on topic. 0.5–On topic with no reference or connection to the week’s readings. 1–On topic and includes a reference to the week’s readings. Chapter 6 The Communication Process After completing this chapter you should be able to ? Identify the key components of the communication process. ? Outline the role of communication in changing attitudes and opinions. ? Distinguish the roles media play in school communication. ? Outline the issues that influence the ability of communication to persuade. In building a schoolcommunity relations program, close attention should be given to the communication process. Although some kind of communication takes place in all walks of life, effective communication doesnt just happen. It is the result of carefully planning the kind of information that needs to be disseminated, the particular audience that is to be reached, and the choice of tools that are best fitted for the job. The job itself is that of bringing about understanding, gaining acceptance, and stimulating supportive action for ideas or proposals. Communication is not just telling or hearing something. In the true sense of the word, it means communion or a mutual sharing of ideas and feelings. It comes from the Latin communicare, meaning to share or to make common. In this setting then, communication is the giving and receiving or sharing of anything. This is accomplished through the use of language, which may be spoken or written, or the use of symbolism, or variations of sound or light, or some other such mode. Usually, the word communication brings to mind the sending or receiving of a letter, a telephone call linking one speaker with one listener, a conversation between friends, the publication of a newspaper, a radio or television broadcast, or an e-mail message. In any event, communication is a cooperative enterprise requiring the mutual interchange of ideas and information, and out of which understanding develops and action is taken. Communication can also be regarded as a tool for drawing people and their viewpoints closer together, and thus facilitating the quality of the relationship they enjoy. As the sociologist Charles Horton Cooley pointed out more than a century ago, communication is actually the mechanism through which human relations exist and develop.1 From this point of view, the nature and importance of the communication process in a schoolcommunity relations program will be discussed with reference to the elements of communication, communication and persuasion, mass media techniques, and words. ELEMENTS OF COMMUNICATION In communication theory, five elements are identified in the transmission of a message. Figure 6.1 identifies them as the source or sender of information, the message form used by the source (encoder), a channel that carries the message, the decoder who perceives and interprets the common language, and a receiver who reacts to the message after conceptualizing it. This simple pattern of message transmission has just as much application to a complex city newspaper that puts messages into print and sends them to thousands of readers as it does to the encoding, sending, and decoding of a letter from one friend to another. Source of Information The source of information may be a person or a group of persons who possess certain ideas, feelings, and needs, as well as a reason for wanting to engage in communication. In selecting the source as the starting place for a message, it should be remembered that the source has been influenced by messages received earlier and by perceptions made in the past. In reality, the source is the human braina highly developed internal communication mechanism that is…
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