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Veronica Watkins

Professor Berkos
Com 491
Summary
Chapter 1 of Applying Communication Theory for Professional Life: A Practical
Introduction explains any overview of important aspects when studying communication. The
book explains how there are hundreds of definitions for the term communication, and each
definition is devised based on specific criteria. Mainly there are three categories of
communication definitions; level of observation, evaluative or non-evaluative, and type of
orientation. The chapter then covers all forms of contexts within the discipline of
communication. They are known as; cognitive, individual differences, interpersonal,
intercultural, persuasive, groups and organizational, mediated and mass communication. Every
context of communication coincides with a various theory which are explained in greater detail
as the chapter and text continues. For example, theories known as agenda-setting, cultivation
theory, social cognitive theory and encoding/decoding theory fall under the mass communication
context.
Communication competence is the amount of effectiveness and appropriateness within a
message. The most competent messages have a perfect balance between the two. Logically this
makes perfect sense, if someone wants to communicate something to another clearly it needs to
be effective and appropriate for the situation. The book gives an example of communication
competence in a work place setting. When asking a coworker to get something done for you or
asking for a raise, an evaluation process of if your goal was achieved can reveal if the message
was effective and appropriate. Both of these criteria are necessary in order to be clear and
concise. The texts help explains this by giving another example about lying on a resume to get a
job. If this person were to get the job one would say they were effective and achieved their goal,
but contrary to that they lied in order to get the position thus making it inappropriate.
Concepts, models and theories are all discussed in a section of chapter 1. Each are related
to communication in different ways. Theories help people to further comprehend the
communication process. There are tons of theories throughout communication. Customer service
is used to explain a theory in the text. One can understand what good customer service is based
on a good experience and likewise with bad customer service. Theories are there to provide a
way to understand aspect of communication in a clearer way. The book compares them to a pair
of glasses, meaning they help us view the world and all the communication within it. Common
sense, working and scholarly theory are three main types of theories discussed. Common sense
theory is based on personal experiences and observations one can make with or about their peers.
This also relates to social experiences and picking up on hints in different settings. Working
theory is dependent on the career path one choses to take or the profession they are currently
working in. Lastly, scholarly theory is more detailed and accurate than working and common
sense theories.
Concepts are things in reality that are universal throughout society. For example, love,
colors, and time are all concepts that everyone agrees on. The term model could be used in a
variety of ways; as a synonym for theory, precursor to theory, a physical representation of theory
or as an application of a prediction. Evaluating theories is also part of communication. Deciding
which are useful in specific situation is an important skill to have for a communication student
and in everyday life. There are certain areas in which one can evaluate a theory. Accuracy,
practicality, succinctness, consistency and acuity. Each one theses areas can be helpful when
evaluating if a specific theory is applicable in the situation at hand.

Application
Applying these theories and concepts to my personal life is interesting for me to do. I
have been studying communication for three years now and try and use what I learn in my
everyday life. Working theory really jumped out to me when reading chapter 1. This summer I
worked in a completely different environment than I was used to. I quickly learned the working
situation and communication that occurs at a fashion company. I was a PR and design intern for
Mark Cross, which is mostly known for their high end handbags. Working theory completely
applied to my situation because I was exposed to a new way of conducting yourself in a
workplace and how specific priorities get placed over others. Working at fashion company was
unlike anything I had ever done before. Previously I worked at two different PR firms but the
culture was not similar. In the fashion world priorities are not similar to the other work
environments I was familiar with. Design is a huge portion of what is done day to day, I soon
learned how to communicate property by picking up on the cues my co-workers were giving out.
This specific profession has its own type of working theory, which allows employees to
understand the culture and perform efficiently.
Studying communication allowed me to better understand nonverbal cues between myself
and others as well as overall office etiquette, this gave me an upper hand throughout my time
there. I was able to learn quickly how to communicate with superiors such as vice presidents
who came in a few times a month as well as buyers for large retail stores. It was a truly amazing
experience and I was more successful through my summer because of the communication
theories and concepts I learned during my time at Bryant.

Discussion Questions:
1. How would you evaluate a theory that you use in your day to day life?
2. Compare and contrast how you felt reading chapter 1 of this text versus chapter 1 in your
introduction to communication class?

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