Communication - STI Innsbruck · 2012-08-17 · 8/17/2012 6 1. Communication Moreover, The Shannon...

8/17/2012

1

www.sti-innsbruck.at © Copyright 2012 STI INNSBRUCK www.sti-innsbruck.at

Communication

Dieter Fensel, Andreea Gagiu, Birgit Leiter

www.sti-innsbruck.at

Communication

Overview

1. What is communication?

2. Dissemination

3. Social Media Monitoring

4. Integration of Publication and Monitoring

5. Trace

6. Multi-Channel Switch

7. Multi-Agent

8. Summary

8/17/2012

2


1. Communication

Communication (from the Latin commūnicātiōn- = “share”) refers to the

process of imparting or interchange of thoughts, opinions, or information by

speech, writing, or signs.*

Communication may mean**:

The act of transmitting

A giving or exchanging of information, signals, or messages as by talk, gestures, or

writing

The information, signals, or message

Close, sympathetic relationship

A means of communicating; specif., a system for sending and receiving messages, as

by telephone, telegraph, radio, etc.

A system as of routes for moving troops and material

A passage or way for getting from one place to another.

The art of expressing ideas, esp. in speech and writing.

The science of transmitting information, esp. in symbols.

* http://dictionary.reference.com/ ** http://answers.yourdictionary.com/language/what-is-communication.html


1. Communication

Communication is a social interaction where at least

two interacting agents share a common set of signs

and a common set of semiotic rules.

Types of communication:

Spoken or Verbal communication: face-to-face, telephone,

radio or television.

Non-verbal communication: body language, gestures,

voice tone.

Written communication: letters, e-mails, books, magazines,

information written over the Internet.

Visualization communication: such as graphs, charts,

maps, or logos.

Image Source: http://www.rgbstock.com

http://dictionary.reference.com/

http://dictionary.reference.com/

http://answers.yourdictionary.com/language/what-is-communication.html






http://www.rgbstock.com/


8/17/2012

3


1. Communication

Directional Streams

Vertical communication:

Descendant: Communication that begins in the top management for an enterprise

and flows in the way of the hierarchy base of the organization.

Ascendant vertical communication (opposing type).

Lateral or horizontal communication:

Consists of intergroup communication

Usually not dependent on standards and rules established by the formal organization

* http://www.knoow.net/en/sceconent/management/communication.htm Image Source: http://www.rgbstock.com


1. Communication

Need for effective communication

Issue instructions and enable the business to operate (see vertical

communication)

Enable people at the same level to communicate with each other (see

horizontal communication)

Communicate with stakeholders and employees.

Provide essential information.

Keep stakeholders informed.

http://www.knoow.net/en/sceconent/management/communication.htm




8/17/2012

4


1. Communication

Models of communication:

Conceptual models used to explain the human communication process

The first major model for communication was created by Shannon and

Weaver (1949) to represent the functioning of radio and telephone

technologies.

Initial model was composed of three primary parts:

Sender - the part of the telephone a person spoke into;

Channel – the telephone itself;

Receiver – part of the phone where one could hear the other person.

The “noise” component appeared as the authors recognized the

presence of static that interferes with one listening to a telephone

conversation.


1. Communication

Communication process elements*:

Transmitter or communication’s message source: initiates the

communication process and sends the message

Message transmission channel: enables the transmission of the

message. Connects the transmitter and the receiver.

Message receptor: entity that receives and decodes the message.

Noises: obstructions in the communication process. Noise is internal

(occurs during the encoding or decoding phases) or external (occurs on

the transmission channel)

Feedback: the answer the receptor gives as a result of the received

message. Can be transmitted by the same channel or a different one.

* http://www.knoow.net/en/sceconent/management/communication.htm Image: http://www.productphotographers.net/wp-content/uploads/images/process.jpg



http://www.productphotographers.net/wp-content/uploads/images/process.jpg




8/17/2012

5


1. Communication

Information Source

Transmitter Destination Receiver

Noise Source

Message Signal

Signal

Received Message

Schematic diagram of a general communication system as proposed by Shannon and Weaver (1949).


1. Communication

However:

The model presented is a minimalist abstraction of the reality it attempts

to reproduce.

Most communication systems are more complex.

Most information sources (and destinations) act as both sources and

destinations.

Transmitters, receivers, channels, signals, and messages are layered

both serially and in parallel:

There are multiple signals transmitted and received , even when they are converged into

a common signal stream and a common channel.

8/17/2012

6


1. Communication

Moreover,

The Shannon model is not a model of communication

It is a model of the flow of information through a medium.

It is incomplete and biased

It is applicable to the system it maps (telephone or telegraph), rather

than most other media.

It suggests a “push” model in which sources of information can inflict it

on destinations.


1. Communication

In the real world of media:

Destinations are self-selecting

“consumers” of information who have the

ability to:

select the messages they are most interested in

turn off messages that don’t interest them

focus on one message in preference to other in

message rich environments

they can choose to simply not pay attention

Messages are frequently stored for

elongated periods of time and/or modified

in some ways before they are accessed

by the “destination”.

Communication is almost never

unidirectional and it is often indirect.

8/17/2012

7


1. Communication

Communication is bidirectional

Agents interact and communicate in parallel, permanently alternating

their role in these acts of communication.

Destinations provide feedback in the form of a message or a set of

messages.

The source of feedback is an information source.

The consumer of feedback is a destination.

Individuals are simultaneously engaging in sending and receiving of messages (Barnlund, 2008).


1. Communication

We communicate to cooperate – regardless of the channel employed.

Communication is

Multi-channel

Self-referential (the transmitter also communicates to himself), i.e. reflexive

Embedded in a network (communication does not occur in a void, the actors

communicating are not isolated).

8/17/2012

8


1. Communication

Computer mediated communication is compared to other forms of

communication media based on the following aspects:

Synchronicity

Persistence or “recordability”

Anonymity

Transience

Multimodal language

Relative lack of governing codes of conduct (McQuail, 2005)

A strong dependence on the environment can be observed.


1. Communication

Our approach:

We disseminate information

Deal with the aggregation of feedback and impact by:

simply going through the dissemination chain in the opposite direction

integrating them under the appropriate knowledge item

We not only TALK

LISTEN to response

8/17/2012

9


1. Communication

Online Communication

It is not bound by physical,

temporal and social limitations.

Anonymity and privacy

depends on the context of the

channel used.

It enables large number of

audience to transmit and

receive information.

Image Source:


1. Communication

Communication must support:

Design of an information item;

Dissemination of an information item over suitable channels;

Observation of communication acts

Measure, analysis, and aggregation of the information published

A holistic methodology for supporting communication must support the

above subtasks that form a circle or spiral

These activities form a circle that we call the life cycle model of

communication

Image Source:

8/17/2012

10


1. Communication

Measure Analyze

Aggregate

Design Observe

Disseminate

Efficient and effective communication not only creates and disseminates information, but also deals with measurement, analysis and aggregation of feedback and impact, collecting responses in the various channels and

integrating them under an appropriate knowledge item.

A Lifecycle of Communication


Communication

Overview


2. Dissemination



5. Trace


7. Multi-Agent

8. Summary

8/17/2012

11


2. Dissemination

• Dissemination (from the Latin dissēminātus = “sowing

seeds”, “scatter wildly in every direction”) refers to the

process of broadcasting a message to the public without

direct feedback from the audience

• Takes on the view of the traditional view of communication

which involves a sender and a receiver.

• The message carrier sends out information to many in a

broadcasting system (composed of more than one

channels)

• Harmsworth et al. (2000) define dissemination as

“delivering and receiving of a message”, “the

engagement of an individual in a process” and “the

transfer of a process or product”.

21

Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg


2. Dissemination

• “In telecommunications and computer networking, a communication channel, or

channel, refers either to a physical transmission medium such as a wire, or to a

logical connection over a multiplexed medium such as a radio channel.” (Wikipedia

Channel (communications))

• A channel is a means of exchanging information in the on-line space; a “place” where

one can find or leave information, whether it is unanimously referred by a URI or

addressed through a service.

22

Image taken from: http://www.rgbstock.com

http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg




8/17/2012

12


2. Dissemination

Classification of channels by the type of service they provide:

2.1. Static Broadcasting

2.2. Dynamic Broadcasting

2.3. Sharing

2.4. Collaboration

2.5. Social Networks

2.6. Internet Forums and Discussion Boards

2.7. Online Discussion Groups

2.8. Semantic-based Communication

Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon


2.1. Static Broadcasting

• Prehistoric methods of dissemination: cave drawings, stories of triumphs on

columns and arches, history on pyramids, stones with messages

• More modern means: printed press, newspapers, journals

• Online static dissemination: websites and homepages….

24

http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon


















8/17/2012

13


2.2. Dynamic Communication

Small piece of content that is dependent

on constraints such as time, location.

Examples of tools (organized considering first

the length of message and second – the level of

interactivity)

• News Feeds

• Newsletters

• Email / Email lists

• Microblogs

• Blogs

• Social networks

• Chat and instant messaging applications

25


2.3. Dissemination through Sharing

• Can use specialized applications (see below) of features of other platforms

and services (e.g. share photos through Facebook)

• Examples:

– Flickr – as a means of exchanging photos, visible to all users (no account

necessary), allows users to post comments;

– Slideshare – channel for storing and exchanging presentations;

– YouTube and VideoLectures – sharing videos, all users can see the posted

videos and leave comments on the websites

26

8/17/2012

14


2.4. Dissemination through Collaboration

27


2.5. Social Networks

• Provide a community aspect, i.e. forms a community that shares information in a

multi-directional way

• Common features (regardless of platform):

– construct a public/semi-public profile;

– articulate list of other users that they share a connection with;

– view the list of connections within the system

• Some sites allow users to upload pictures, add multimedia content or modify the look

and feel of the profile

• Social networks typically offer more than one channel of dissemination (thus they will

be considered platforms with many available dissemination channels):

– Facebook: Pages, Groups, Share options

– LinkedIn and Xing are focused on professional use and fit the purpose of organizations

28

8/17/2012

15


2.6. Internet Forums and Discussion Boards

• Web applications managing user-generated content

• Early forums can be described as a web version of an email list or newsgroup

• Internet forums are prevalent in several countries: Japan, China

• Are governed by a set of rules

• Users have a specific designated role, e.g. moderator, administrator

• The unit of communication is the post

• Common features

– Tripcodes and capcodes - a secret password is added to the user's name following a

separator character

– Private message

– Attachment

– BBCode and HTML

– Emoticon or smiley to convey emotion

– Poll

– RSS and ATOM feeds

– Other forum features

29


2.7. Online Discussion Groups

• Many-to-many

• Threaded conversations

• Usually created on a particular topic

• Have different access levels

• Better for disseminating within a group that shares common interests as the purpose

of the services is to enable collaboration, knowledge and information sharing and

open discussions

• Examples: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups, Xing

Groups.

• Similar in many ways to Discussion boards and Internet Forums

30

8/17/2012

16


2.8. Semantic Based Dissemination

31

• Scope: Add machine-processable semantics to the information

-> Search and aggregation engines can provide much better

service in finding and retrieving information

• Applications:

– Enrich websites by adding machine readable semantics to HTML/XML files:

• RDFa

• Microformats

• Microdata

– Inclusion of semantic annotation in XHTML docs

– Enrich content of on-line presentations by adding links and tags to the presented

information

– Reuse of predefines LOD vocabularies to describe our data to enable semantic

based retrieval of information


Communication

Overview


2. Dissemination



5. Trace


7. Multi-Agent

8. Summary

8/17/2012

17



• SMM tools facilitate the listening of what people say about various topics in

the social media sphere (blogs, twitter, facebook, etc.)

Listening: is active, focused, concentrated attention for the purpose of

understanding the meanings expressed by a speaker.



What are the Social Media Monitoring Tools? (cont’d)

• Harness the wealth of information available online in the form of user-

generated content

• These tools offer means for listening to the social media users, analyzing

and measuring their activity in relation to a brand or enterprise

• Offer access to real customers opinions, complaints and questions, at real

time, in a highly scalable way

8/17/2012

18



Channels to analyze

The Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS



A Social Media Monitoring tool should support the following core

features:

• Listening grid

• Data analysis

• Sentiment analysis

• Historical data

• Dashboard

8/17/2012

19



Commercial Tools

• Alterian SM2

• Brandwatch

• Converseon

• Cymfony Maestro

• evolve24 Mirror

• Media Metrics socialMeme

• Meltwater Buzz

• NM Incite My BuzzMetrics

• Radian6

• Sysomos

• Visible Technologies Intelligence


Communication

Overview


2. Dissemination



5. Trace


7. Multi-Agent

8. Summary

8/17/2012

20



To make Online Communication

efficient and effective, a tool needs

to

• Integrate publication and

monitoring (and support active

and reactive communication)

• Trace the communication in an

easy to use manner

• Address the issue of multiple

channels and multiple agents

Multi-Channel Publishing

Social Media Monitoring

Communication • Active and reactive communication



Address the Issue of Multiple Channels

Trace the Communication

Support Active and Re-active

Communication

Address the Issue of

Multiple Agents

8/17/2012

21



Active vs. re-active communication

Active communication

If an agent starts a communication – the agent takes the role of the

message sender – we talk about active communication.







The first step in the Communication Lifecycle will be to design an

information item that will be disseminated over suitable channels in the

next step.

E.g. the hotelier is engaging with potential costumers by publishing a new

offer on his Web site.

Measure Analyze

Aggregate

Design Observe

Disseminate

8/17/2012

22




Example of Active

Communication performed by a

hotelier on Facebook




Customer response to the hotel’s message

8/17/2012

23




Re-active communication

Re-active communication describes communication situations initiated by an

external agent – the agent takes the role of the receiver and will re-act on the

received message.







The Communication Lifecycle starts with the observation of all channels. In

the next step impact, feedback and responses are measured, aggregated,

and analyzed.

E.g. the hotelier sees a post on his Facebook page and responds to it.

Measure Analyze

Aggregate

Design Observe

Disseminate

8/17/2012

24




Transmitter: guest at hotel

Reactor: hotelier

Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html


Communication

Overview


2. Dissemination



5. Trace


7. Multi-Agent

8. Summary

http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html












8/17/2012

25


5. Trace

Tracing a conversation through all

channels involved is crucial for

making communication effective and

efficient, and is therefore required for

Communication has a history

The communication history IS the

trace

Communication must be

remembered otherwise it is

meaningless




• Tracing the communication


5. Trace

Trace can be viewed as a set of 5 elements:

Speaker – transmitter, source of the message that initiates the

communication process;

Listener – receiver, the destination of the message, witch which a

collaboration relation has been established;

Message – the information disseminated;

Channel – the type of channel used to transmit the information (e.g.

Facebook, email, Twitter, etc.)

Time and Date – when was the message received;

8/17/2012

26


5. Trace

Thus, trace can be viewed as

WHO

WHAT

HOW

WHEN

Speaker and Listener

Message

Channel

Time and Date


5. Trace

No reaction

No reaction

Reaction

Reaction

Reaction No reaction

Reaction No reaction

Reaction Reaction Reaction No reaction

…

Hotel Website

8/17/2012

27


5. Trace

Example

A hotel disseminates offers using the hotel website.

Five potential clients view the offers.

2 clients (marked as green) do not react.

The red client sends an email

The hotel replies with a phone call.

The client is satisfied. The communication stagnates.

The purple client posts on Facebook a message

The hotel replies

The communication stagnates.

For the yellow client

Responds with a tweet, the hotelier replies with a private tweet;

The client posts on Tumblr, the hotelier responds;

…

A chat discussion is initiated via Skype

The customer is satisfied. Conversation stagnates.

Note – the communication with either client can be initiated again at any

time.


5. Trace

Speaker

Listener

Message Set

Time Set Chanel

Set

8/17/2012

28


5. Trace

For yellow it will be:

1: {Hotel, Client, Message1, Time1, Hotel Website}

2: {Client, Hotel, Message2, Time2, Twitter}

3: {Hotel, Client, Message3, Time3, Twitter}

…

N: {Client, Hotel, MessageN, TimeN, Skype}

Thus:

S = {Hotel};

L = {Client};

M = {Message1, Message2, Message3, …, MessageN};

T = {Time1, Time2, Time3, …, TimeN};

C = {Hotel Website, Twitter, Tumblr, …, Skype};


Communication

Overview


2. Dissemination



5. Trace


7. Multi-Agent

8. Summary

8/17/2012

29



(Online) Communication is scattered

over multiple, often very different

channels.

• Agents are challenged to

disseminate information over all

appropriate channels.

• Activities of all channels the

agent is active in must be

monitored.

• Impact, Feedback and

Responses need to be collected

from all channels.




• Tracing the communication • Multi-channel switch



8/17/2012

30



WHY

Transmitting a message over a channel does not guarantee that the reply

will be received on the same channel.

For example, a hotelier might post an offer on Facebook, and receive a

response from Twitter.

Transmitters must be able to switch cannels properly and identify the

channel where the response will appear.

Due to the abundance of channels, most of the times there are more than

one agents transmitting and receiving messages – a workflow must be set

up to ensure that all agents are aware of what is discussed and who is

speaking.

To do so, the trace mentioned in the previous section must be used.



Abundance of Available Channels

8/17/2012

31



• On multiple channels

Disseminate

• For a response on the channels selected

Listen

• The impact of the dissemination (and the customer response)

Monitor and measure

• Respond to customers

React


6. Multi-channel Switch

Hotel Client

8/17/2012

32


Communication

Overview


2. Dissemination



5. Trace


7. Multi-Agent

8. Summary


7. Multi-Agent

Communication requires at

least 2 agents: a speaker and

a listener

However, communication does

not occur in a void – thus the

initial model may never occur

in real life as there may always

be more than one listener or

more than one agent.

More agents may be required

when the communication

receives responses from

multiple listeners.




• Tracing the communication • Multi-channel switch

• Multi-agent

8/17/2012

33


7. Multi-Agent

Moreover, due to the lack of time constraints

on online conversations (they may begin at

any time, and be picked up again at irregular

intervals), it may be impossible for a single

agent to be on call for every response.

Thus, a client may begin a conversation with

one agent, and receive a response for a

different one.

The trace – explained in the 3rd section,

plays an important role of preparing agents

and ensuring that the proper response is

given.


7. Multi-Agent

1-to-1

The model represented by the two agents can be coded as 1-to-1, one listener

and one speaker

The two agents may communicate over a wide variety of channels

Examples of 1-to-1 communication include phone conversations, char and

instant messaging, email (when the email is sent specifically to one receiver

and the sender knows it will be read only by that person), etc.

The transmitter will always be active, while the respondent is reactive.

A B

Transmit message

Transmit response

8/17/2012

34


7. Multi-Agent

1-to-n

When broadcasting information, usually there is one agent who disseminates

information to n possible respondents.

This model can be mapped out as 1-to-n: 1 speaker to n listeners.

Examples of such communication include news releases (a press conference

for instance, involves 1 speaker and many listeners), a blog post, a Facebook

post, Tweet, etc.

Speaker

Listener1

ListenerN

…


7. Multi-Agent

n-to-1

There are situations where there are more speakers and only one listener.

The n-to-1 model is not often encountered in real life.

The speakers would have to transmit messages in a turn-based manner.

One example is ascendant communication – employees reporting to employer.

In some situations, the communication is not turn-based – such as the case of a

protest (more speakers trying to address a single listener)

Listener

Speaker1 SpeakerN …

8/17/2012

35


7. Multi-Agent

m-to-n

In real life, there usually are more speakers and more listeners.

An enterprise will use n agents to disseminate information and listen to

customer reactions and responses.

Communication is not isolated, thus there will often be more than one listener.


7. Multi-Agent

m-to-n

Agent1 Posts offer on Facebook

Client Responds on

Agent2 Responds on email

Hotel

Clients

Client’s wife reads the email

8/17/2012

36


Communication

Overview


2. Dissemination



5. Trace


7. Multi-Agent

8. Summary


8. Summary

Communication (from the Latin commūnicātiōn- = “share”) refers to the

process of imparting or interchange of thoughts, opinions, or information by

speech, writing, or signs.

8/17/2012

37


8. Summary

Shannon and Weaver (1949) communication model consists of: sender,

channel, receiver, information source, and destination.

The model is incomplete: communication is bidirectional, agents interact

and communicate in parallel, permanently alternating their role in these acts

of communication.

Communication is

Multi-channel

Self-referential (the transmitter also communicates to himself)

Reflexive

Embedded in a network (communication does not occur in a void, the actors

communicating are not isolated).

Communication must support:

Design of an information item;

Dissemination of an information item over suitable channels;

Observation of communication acts

Measure, analysis, and aggregation of the information published


8. Summary

8/17/2012

38



References

Barnlund, D. C. (2008). A transactional model of communication. In. C. D.

Mortensen (Eds.), Communication theory (2nd ed., pp47-57). New

Brunswick, New Jersey: Transaction.

Shannon, C. E., & Weaver, W. (1949). The mathematical theory of

communication. Urbana, Illinois: University of Illinois Press

S. Mulpuru, H. H. Harteveldt, and D. Roberge: Five Retail eCommerce

Trends To Watch In 2011, Forrester Research Report, January 31, 2011

McQuail, Denis. (2005). Mcquail's Mass Communication Theory. 5th ed.

London: SAGE Publications.

Warschauer, M. (2001). Online communication. In R. Carter & D. Nunan

(Eds.), The Cambridge guide to teaching English to speakers of other

languages (pp. 207-212). Cambridge: Cambridge University Press.

Communication - STI Innsbruck · 2012-08-17 · 8/17/2012 6 1. Communication Moreover, The Shannon...

Documents

Transcript of Communication - STI Innsbruck · 2012-08-17 · 8/17/2012 6 1. Communication Moreover, The Shannon...