Appropriateness, Reinforcement, Preferences and Transformation Essay

Question: According to Eunson (2006, p.15) there are four main criteria to be considered when choosing the medium/s of communication to best articulate an argument: Appropriateness, Reinforcement, Preferences and Transformation. Select one of the criteria and discuss its importance to a communication situation. Any successful communication process requires the presence of a message, appropriate medium   and the desired message’s effect on the receiver.   Ã‚  To effect success in communication, it is important to use a suitable medium based on the Preferences criterion. Modern technologies have greatly facilitated human communication. However, as Priestley’s Paradox illustrates, people get to actually communicate less as communication technologies further advance (Eunson 2006, p.4). Hence, for effective communication, it is more important to consider the message and the effect of that message on the receiver (Eunson 2006, p.7). The successful transfer of message and its effect, however, largely depends on the communication mode used or â€Å"preferred†. The medium is crucial to the effect of a message because as emphasized by Marshall McLuhan (Lister 2003), â€Å"societies have always been shaped more by the nature of the media† . In other words, the medium is the message. A case in point would be a Human Resource Department in an office where the HR Manager normally ‘prefers’ communicating with his staff through memos and e-mail notifications. But being a smart manager, he or she will not hesitate to utilize other media as needed, according to the importance of the message and the desired effect to the recipients. He or she may ‘prefer’ to personally discuss an individual’s unsatisfactory ‘Performance Assessment Report’, earlier sent as is via individual e-mail, through   one-on-one review. The richness of media (Daft & Lengel 1986, p.557) effected by direct face-to-face discussion is ‘preferred’ to the e-mail channel, which in this case plays a secondary role as preparatory medium of documentation. Herein, interpersonal communication appropriate to a small group (Baker, Barrett & Roberts 2002, p.11), is considered and selected to amplify the Report’s â€Å"warning† content with the goal of effecting the desired change in the staffer’s behaviour. Exploring â€Å"Preferences† in choosing media is vital to effectively convey the message. Since the medium, which helps shape the content, is mostly the message itself and that the message’s effect on the receiver is affected by the medium, selecting the suitable channel from a range of Preferences becomes crucial to any effective communication.    Bibliography Baker, E. Barrett, M. & Roberts, L 2002, Working Communication, John Wiley & Sons Australia Ltd., Milton Qld. Daft, R. L. and Lengel, R. H. 1986 â€Å"Organizational Information Requirements, Media Richness and Structural Design,† Management Sci., Vol. 32, No.5, pp. 554–571. Eunson, B. 2006, Communicating in the 21st Century, John Wiley & Sons, Australia Ltd., Milton Qld. Lister, M 2003, New Media: A Critical Introduction, Routledge, London.