<s>
Introduction_NN1 Nobody_PN1 just_RR talks_NN2 ._. 
</s>
<s>
Every_AT1 speech-action_NN1 includes_VVZ the_AT transmission_NN1 of_IO messages_NN2 through_II the_AT &bquo;_" languages_NN2 &equo;_" of_IO gesture_NN1 ,_, posture_NN1 ,_, clothing_NN1 ,_, hair-style_NN1 ,_, perfume_NN1 ,_, accent_NN1 ,_, social_JJ context_NN1 etc._RA ,_, over_II and_CC above_II ,_, under_II and_CC beneath_RL ,_, even_RR at_II cross-purposes_NN2 with_IW what_DDQ words_NN2 actually_RR say_VV0 ._. 
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<s>
And_CC even_CS21 when_CS22 we_PPIS2 are_VBR not_XX speaking_VVG or_CC being_VBG spoken_VVN to_II ,_, messages_NN2 from_II other_JJ &bquo;_" languages_NN2 &equo;_" crowd_VV0 in_RP upon_II us_PPIO2 :_: horns_NN2 toot_VV0 ,_, lights_NN2 flash_VV0 ,_, laws_NN2 restrain_VV0 ,_, hoardings_NN2 proclaim_VV0 ,_, smells_NN2 attract_VV0 or_CC repel_VV0 ,_, tastes_NN2 delight_NN1 or_CC disgust_NN1 ,_, even_RR the_AT &bquo;_" feel_NN1 &equo;_" of_IO objects_NN2 systematically_RR communicates_VVZ something_PN1 meaningful_JJ to_II us_PPIO2 ._. 
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<s>
Structuralism_NN1 and_CC Semiotics_NP1 ,_, London_NP1 ,_, Methuen_NP1 ,_, 1977_MC ,_, p_ZZ1 125_MC ._. 
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<s>
The_AT need_NN1 to_TO communicate_VVI is_VBZ a_AT1 key_JJ characteristic_NN1 of_IO human_JJ society_NN1 ;_; it_PPH1 serves_VVZ basic_JJ social_JJ functions_NN2 and_CC it_PPH1 signals_VVZ the_AT ability_NN1 to_TO store_VVI information_NN1 and_CC to_TO learn_VVI from_II it_PPH1 ._. 
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<s>
Communication_NN1 affects_VVZ each_DD1 one_PN1 of_IO us_PPIO2 in_II every_AT1 possible_JJ way_NN1 in_II all_DB our_APPGE dealings_NN2 with_IW our_APPGE fellow_JJ humans_NN2 &mdash;_- across_II time_NNT1 (_( through_II generations_NN2 )_) and_CC space_NN1 (_( around_II the_AT world_NN1 )_) ._. 
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<s>
It_PPH1 has_VHZ therefore_RR become_VV0 the_AT focus_NN1 for_IF extensive_JJ study_NN1 and_CC research_NN1 ._. 
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<s>
For_IF ,_, in_II theory_NN1 at_RR21 least_RR22 ,_, if_CS we_PPIS2 can_VM improve_VVI our_APPGE standards_NN2 of_IO communication_NN1 ,_, we_PPIS2 can_VM enrich_VVI our_APPGE personal_JJ lives_NN2 and_CC improve_VVI our_APPGE professional_JJ performance_NN1 ._. 
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<s>
What_DDQ is_VBZ communication_NN1 ?_? 
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<s>
The_AT very_JJ breadth_NN1 of_IO the_AT field_NN1 shows_VVZ the_AT problems_NN2 inherent_JJ in_II its_APPGE study_NN1 ._. 
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<s>
As_CSA Hawkes_NP1 (_( above_RL )_) pointed_VVD out_RP ,_, it_PPH1 can_VM be_VBI a_AT1 touch_NN1 or_CC a_AT1 whisper_NN1 :_: &bquo;_" Communication_NN1 &equo;_" can_VM take_VVI the_AT form_NN1 of_IO a_AT1 hint_NN1 of_IO a_AT1 smile_NN1 or_CC a_AT1 shrug_NN1 of_IO the_AT shoulders_NN2 ,_, or_CC it_PPH1 can_VM be_VBI an_AT1 angry_JJ tirade_NN1 or_CC whispered_VVD words_NN2 of_IO affection_NN1 ;_; these_DD2 are_VBR means_NN of_IO communication_NN1 between_II individuals_NN2 ,_, interpersonal_JJ communication_NN1 ._. 
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<s>
At_II the_AT other_JJ extreme_JJ ,_, communication_NN1 can_VM be_VBI sophisticated_JJ and_CC technologically_RR advanced_JJ satellite_NN1 transmissions_NN2 or_CC digitally_RR encoded_JJ computer_NN1 signals_NN2 ;_; these_DD2 are_VBR tools_NN2 of_IO mass_JJ communication_NN1 ._. 
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<s>
Somewhere_RL between_II these_DD2 lie_VV0 the_AT dynamics_NN of_IO group_NN1 communication_NN1 and_CC the_AT communications_NN2 of_IO organisations_NN2 ._. 
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<s>
In_RR21 addition_RR22 there_EX is_VBZ verbal_JJ communication_NN1 which_DDQ involves_VVZ language_NN1 and_CC meaning_NN1 and_CC non-verbal_JJ communication_NN1 in_II the_AT shape_NN1 of_IO signals_NN2 ,_, gestures_NN2 ,_, expressions_NN2 ,_, pauses_VVZ in_II speech_NN1 ,_, badges_NN2 and_CC codes_NN2 ._. 
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<s>
Because_CS &bquo;_" communication_NN1 &equo;_" is_VBZ such_DA a_AT1 wide-ranging_JJ subject_NN1 ,_, this_DD1 essay_NN1 can_VM do_VDI little_DA1 more_DAR than_CSN survey_VV0 a_AT1 few_DA2 distinct_JJ areas_NN2 of_IO study_NN1 ._. 
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<s>
The_AT first_MD three_MC sections_NN2 will_VM look_VVI take_VV0 a_AT1 broad_JJ approach_NN1 to_II the_AT subject_NN1 :_: 1_MC1 Communications_NN2 theory_NN1 :_: the_AT use_NN1 of_IO models_NN2 as_II a_AT1 means_NN of_IO examining_VVG the_AT relationships_NN2 between_II the_AT elements_NN2 of_IO communication_NN1 ;_; 2_MC Non_FU verbal_JJ communication_NN1 ;_; 3_MC Language_NN1 as_II a_AT1 means_NN of_IO communication_NN1 ._. 
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<s>
In_II the_AT context_NN1 of_IO this_DD1 course_NN1 ,_, it_PPH1 will_VM be_VBI useful_JJ to_TO examine_VVI the_AT application_NN1 of_IO the_AT study_NN1 of_IO communication_NN1 to_II the_AT function_NN1 of_IO public_JJ relations_NN2 ,_, so_CS the_AT final_NN1 three_MC sections_NN2 will_VM focus_VVI on_RP :_: 4_MC Persuasive_JJ communication_NN1 ;_; 5_MC Organisational_JJ communication_NN1 &mdash;_- the_AT role_NN1 of_IO the_AT individual_NN1 in_II the_AT organisation_NN1 and_CC the_AT management_NN1 of_IO organisational_JJ communication_NN1 ;_; 6_MC Channels_NN2 of_IO communication_NN1 ._. 
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<s>
1_MC1 Communications_NN2 theory_NN1 &mdash;_- the_AT study_NN1 of_IO communications_NN2 The_AT first_MD formal_JJ study_NN1 of_IO the_AT persuasive_JJ effect_NN1 of_IO language_NN1 was_VBDZ written_VVN two_MC and_CC a_AT1 half_DB thousand_NNO years_NNT2 ago_RA ._. 
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<s>
Recognising_VVG the_AT vital_JJ importance_NN1 of_IO persuasive_JJ speech_NN1 in_II the_AT day_NNT1 to_II day_NNT1 running_NN1 of_IO a_AT1 democracy_NN1 ,_, Aristotle_NP1 drafted_VVD his_APPGE Rhetoric_NN1 ,_, a_AT1 work_NN1 which_DDQ has_VHZ influenced_VVN countless_JJ would_VM be_VBI orators_NN2 through_II the_AT ages_NN2 ._. 
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<s>
Yet_RR the_AT study_NN1 of_IO non_FU verbal_JJ communication_NN1 &mdash;_- body_NN1 language_NN1 ,_, gestures_NN2 ,_, facial_JJ expressions_NN2 ,_, proximity_NN1 &mdash;_- was_VBDZ initiated_VVN only_RR this_DD1 century_NNT1 as_II the_AT fields_NN2 of_IO sociology_NN1 ,_, socio_NN1 biology_NN1 and_CC socio_NN1 psychology_NN1 developed_VVD ._. 
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<s>
We_PPIS2 have_VH0 reached_VVN an_AT1 understanding_NN1 that_CST we_PPIS2 are_VBR never_RR not_XX communicating_VVG ;_; whether_CSW silent_JJ or_CC talking_VVG ,_, hunched_VVN in_II a_AT1 chair_NN1 or_CC pacing_VVG the_AT floor_NN1 ,_, we_PPIS2 are_VBR giving_VVG signals_NN2 which_DDQ may_VM be_VBI interpreted_VVN by_II others_NN2 ._. 
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<s>
Signals_NN2 such_II21 as_II22 smiling_VVG or_CC frowning_VVG may_VM be_VBI common_JJ across_II all_DB cultures_NN2 ._. 
</s>
<s>
Other_JJ signals_NN2 may_VM be_VBI rooted_VVN in_II our_APPGE own_DA culture_NN1 or_CC sub-culture_NN1 &mdash;_- our_APPGE clothes_NN2 and_CC our_APPGE hair_NN1 styles_NN2 ,_, for_REX21 example_REX22 ,_, tell_VV0 other_JJ people_NN as_RG much_DA1 about_II us_PPIO2 as_CSA what_DDQ we_PPIS2 say_VV0 and_CC the_AT way_NN1 we_PPIS2 behave_VV0 ._. 
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<s>
One_MC1 further_JJR area_NN1 in_II the_AT study_NN1 of_IO communication_NN1 remains_VVZ :_: the_AT relationships_NN2 between_II the_AT elements_NN2 of_IO communication_NN1 ._. 
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<s>
Around_II the_AT late_JJ 1940s_MC2 ,_, researchers_NN2 in_II this_DD1 area_NN1 of_IO communication_NN1 theory_NN1 began_VVD to_TO develop_VVI models_NN2 &mdash;_- graphic_JJ descriptors_NN2 &mdash;_- which_DDQ attempted_VVD to_TO define_VVI communication_NN1 and_CC analyse_VVI its_APPGE basic_JJ components_NN2 ._. 
</s>
<s>
Such_DA models_NN2 ,_, being_VBG necessarily_RR simple_JJ ,_, have_VH0 obvious_JJ limitations_NN2 ._. 
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<s>
Early_JJ models_NN2 ,_, for_REX21 example_REX22 ,_, made_VVD little_RR attempt_VV0 to_TO show_VVI the_AT dynamic_JJ forces_NN2 at_II play_NN1 between_II the_AT elements_NN2 ,_, while_CS it_PPH1 has_VHZ always_RR been_VBN necessary_JJ to_TO question_VVI the_AT basis_NN1 of_IO the_AT model_NN1 construction_NN1 in_BCL21 order_BCL22 to_TO avoid_VVI the_AT perpetuation_NN1 of_IO a_AT1 flawed_JJ assumption_NN1 ._. 
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<s>
There_EX are_VBR ,_, however_RR ,_, clear_JJ advantages_NN2 in_II the_AT use_NN1 of_IO models_NN2 ._. 
</s>
<s>
&bquo;_" Communication_NN1 &equo;_" is_VBZ complex_JJ ,_, transitory_JJ ,_, often_RR abstract_JJ and_CC invisible_JJ and_CC its_APPGE effects_NN2 frequently_RR difficult_JJ to_TO observe_VVI ._. 
</s>
<s>
Yet_RR we_PPIS2 know_VV0 there_EX are_VBR links_NN2 between_II certain_JJ acts_NN2 of_IO communication_NN1 and_CC the_AT construction_NN1 of_IO a_AT1 model_NN1 to_TO define_VVI those_DD2 links_NN2 can_VM be_VBI a_AT1 useful_JJ focus_NN1 for_IF thought_NN1 ._. 
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<s>
Models_NN2 give_VV0 a_AT1 general_JJ picture_NN1 ,_, explain_VV0 relationships_NN2 in_II a_AT1 simple_JJ way_NN1 ,_, organise_VV0 by_II ordering_NN1 and_CC relating_VVG elements_NN2 within_II a_AT1 system_NN1 and_CC may_VM be_VBI used_VVN to_TO predict_VVI the_AT likely_JJ outcomes_NN2 of_IO a_AT1 course_NN1 of_IO events_NN2 by_II assigning_VVG probabilities_NN2 to_II known_JJ patterns_NN2 ._. 
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<s>
Early_JJ models_NN2 The_AT first_MD attempt_NN1 to_TO analyse_VVI the_AT basic_JJ components_NN2 of_IO communication_NN1 was_VBDZ made_VVN by_II American_JJ political_JJ scientist_NN1 Harold_NP1 D_NP1 Lasswell_NP1 in_II 1948_MC in_II what_DDQ became_VVD known_VVN as_II &bquo;_" The_AT Lasswell_NP1 Formula_NN1 &equo;_" ._. 
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<s>
Figure_VV0 1_MC1 :_: The_AT Lasswell_NP1 Formula_NN1 Lasswells_VVZ model_NN1 was_VBDZ speedily_RR recognised_VVN to_TO be_VBI flawed_JJ &mdash;_- it_PPH1 assumed_VVD that_CST the_AT communicator_NN1 had_VHD the_AT intention_NN1 of_IO influencing_VVG the_AT receiver_NN1 and_CC made_VVD no_AT allowance_NN1 for_IF a_AT1 feedback_NN1 element_NN1 in_II the_AT communication_NN1 process_NN1 &mdash;_- but_CCB it_PPH1 provided_VVD a_AT1 new_JJ method_NN1 for_IF the_AT study_NN1 of_IO communication_NN1 and_CC was_VBDZ the_AT stimulus_NN1 for_IF further_JJR analysis_NN1 ._. 
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<s>
Shannon_NP1 and_CC Weaver_NP1 (_( 1949_MC )_) modified_VVD Lasswells_NP2 model_NN1 by_II looking_VVG at_II communication_NN1 as_II a_AT1 chain_NN1 of_IO messages_NN2 to_TO be_VBI communicated_VVN :_: Figure_NN1 2_MC :_: Shannon_NP1 and_CC Weavers_NN2 model_VV0 Again_RT ,_, the_AT premise_NN1 is_VBZ that_DD1 communication_NN1 is_VBZ linear_JJ and_CC one-way_JJ ._. 
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<s>
This_DD1 model_NN1 assumes_VVZ that_DD1 communication_NN1 involves_VVZ a_AT1 transmitter_NN1 who_PNQS forms_VVZ his_APPGE message_NN1 from_II the_AT information_NN1 source_NN1 into_II signals_NN2 to_TO be_VBI reconstructed_VVN by_II the_AT receiver_NN1 to_TO allow_VVI the_AT message_NN1 to_TO reach_VVI its_APPGE destination_NN1 ._. 
</s>
<s>
It_PPH1 introduces_VVZ ,_, however_RR ,_, a_AT1 new_JJ element_NN1 in_II recognising_VVG that_CST between_II transmitter_NN1 and_CC receiver_NN1 there_EX may_VM be_VBI interference_NN1 from_II an_AT1 outside_JJ source_NN1 &mdash;_- &bquo;_" noise_NN1 &equo;_" &mdash;_- which_DDQ may_VM distort_VVI the_AT message_NN1 ._. 
</s>
<s>
An_AT1 early_JJ challenge_NN1 to_II models_NN2 which_DDQ presented_VVD communication_NN1 as_II a_AT1 linear_JJ process_NN1 was_VBDZ made_VVN by_II Osgood_NP1 and_CC Schramm_NP1 (_( 1954_MC )_) ._. 
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<s>
They_PPHS2 constructed_VVD a_AT1 circular_JJ model_NN1 ,_, where_CS both_DB2 parties_NN2 in_II a_AT1 conversation_NN1 are_VBR shown_VVN as_CSA having_VHG virtually_RR the_AT same_DA functions_NN2 ._. 
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<s>
Schramm_NP1 wrote_VVD :_: &bquo;_" &hellip;_... it_PPH1 is_VBZ misleading_JJ to_TO think_VVI of_IO the_AT communication_NN1 process_NN1 as_CSA starting_VVG somewhere_RL and_CC ending_VVG somewhere_RL ._. 
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<s>
It_PPH1 is_VBZ really_RR endless_JJ ._. 
</s>
<s>
We_PPIS2 are_VBR little_JJ switchboard_NN1 centres_NN2 handling_VVG and_CC rerouting_VVG the_AT great_JJ endless_JJ current_NN1 of_IO information_NN1 ._. &equo;_" 
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<s>
The_AT model_NN1 serves_VVZ well_RR for_IF interpersonal_JJ relationships_NN2 but_CCB is_VBZ less_RGR useful_JJ for_IF looking_VVG at_II mass_JJ communications_NN2 where_RRQ opportunities_NN2 for_IF feedback_NN1 are_VBR not_XX always_RR present_JJ and_CC where_CS the_AT power_NN1 and_CC resources_NN2 of_IO the_AT two_MC parties_NN2 may_VM be_VBI vastly_RR disproportionate_JJ ._. 
</s>
<s>
The_AT circular_JJ model_NN1 was_VBDZ ,_, in_II turn_NN1 ,_, challenged_VVN by_II Dance_NN1 (_( 1967_MC )_) ,_, who_PNQS constructed_VVD a_AT1 helical_JJ model_NN1 to_TO demonstrate_VVI that_CST the_AT communication_NN1 process_NN1 ,_, by_II affecting_VVG the_AT receiver_NN1 ,_, moves_VVZ forward_RL and_CC further_RRR affects_VVZ the_AT communication_NN1 which_DDQ follows_VVZ ._. 
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<s>
Dances_NN2 model_NN1 demonstrates_VVZ that_DD1 man_NN1 is_VBZ not_XX merely_RR passive_JJ ,_, but_CCB learns_VVZ and_CC is_VBZ creative_JJ ._. 
</s>
<s>
The_AT model_NN1 was_VBDZ capable_JJ of_IO taking_VVG on_RP different_JJ shapes_NN2 and_CC widening_JJ as_CSA knowledge_NN1 increases_NN2 ,_, to_TO show_VVI this_DD1 dynamic_JJ nature_NN1 of_IO communication_NN1 ._. 
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<s>
However_RR ,_, as_CSA a_AT1 model_NN1 ,_, it_PPH1 has_VHZ little_DA1 detail_NN1 and_CC is_VBZ not_XX a_AT1 suitable_JJ tool_NN1 for_IF analytical_JJ work_NN1 ._. 
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<s>
DeFleur_NN1 ,_, in_II 1970_MC ,_, saw_VVD a_AT1 further_JJR element_NN1 in_II the_AT chain_NN1 &mdash;_- feedback_NN1 &mdash;_- which_DDQ allows_VVZ the_AT transmitter_NN1 to_TO adapt_VVI his_APPGE message_NN1 in_BCL21 order_BCL22 to_TO make_VVI it_PPH1 more_RGR effective_JJ and_CC thus_RR increase_VV0 the_AT chance_NN1 of_IO it_PPH1 reaching_VVG its_APPGE destination_NN1 clearly_RR ._. 
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<s>
In_II interpersonal_JJ communications_NN2 ,_, feedback_NN1 may_VM stem_VVI from_II questions_NN2 ,_, gestures_NN2 ,_, nods_NN2 or_CC shrugs_NN2 ._. 
</s>
<s>
It_PPH1 can_VM be_VBI instantaneous_JJ ,_, and_CC interpretation_NN1 may_VM depend_VVI to_II a_AT1 large_JJ extent_NN1 on_II the_AT alertness_NN1 of_IO the_AT receiver_NN1 ._. 
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<s>
A_AT1 skilled_JJ speaker_NN1 or_CC a_AT1 stand-up_JJ comic_NN1 ,_, for_REX21 example_REX22 ,_, will_VM be_VBI able_JK to_TO &bquo;_" read_VVI &equo;_" his_APPGE audience_NN1 and_CC change_VVI his_APPGE material_NN1 in_II31 response_II32 to_II33 applause_NN1 ,_, laughter_NN1 &mdash;_- or_CC silence_NN1 ._. 
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<s>
In_II mass_JJ communication_NN1 ,_, feedback_NN1 is_VBZ more_RGR likely_JJ to_TO take_VVI the_AT form_NN1 of_IO audience_NN1 research_NN1 or_CC sales_NN figures_NN2 ,_, phone_NN1 calls_NN2 or_CC letters_NN2 ._. 
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<s>
Phone-ins_NNU2 on_II radio_NN1 can_VM provide_VVI speedy_JJ feedback_NN1 ,_, but_CCB by_RR31 and_RR32 large_RR33 feedback_NN1 is_VBZ much_RR slower_JJR in_II the_AT mass_JJ media_NN than_CSN in_II interpersonal_JJ communications_NN2 ._. 
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<s>
Relating_VVG the_AT models_NN2 to_II &bquo;_" real_JJ life_NN1 &equo;_" situations_NN2 It_PPH1 became_VVD clear_JJ that_CST the_AT early_JJ models_NN2 ,_, while_CS providing_VVG useful_JJ tools_NN2 for_IF progress_NN1 in_II the_AT study_NN1 of_IO communication_NN1 theory_NN1 ,_, were_VBDR limited_VVN in_II their_APPGE application_NN1 ._. 
</s>
<s>
In_II 1956_MC ,_, George_NP1 Gerbner_NP1 constructed_VVD a_AT1 model_NN1 which_DDQ was_VBDZ able_JK to_TO cope_VVI with_IW complex_JJ processes_NN2 and_CC with_IW the_AT production_NN1 of_IO messages_NN2 and_CC with_IW the_AT perception_NN1 of_IO messages_NN2 and_CC events_NN2 ._. 
</s>
<s>
Why_RRQ ,_, for_REX21 example_REX22 ,_, can_VM one_PN1 persons_VVZ impression_NN1 of_IO an_AT1 event_NN1 differ_VV0 from_II another_DD1 ?_? 
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<s>
Between_II sender_NN1 and_CC receiver_NN1 lies_VVZ a_AT1 process_NN1 &mdash;_- channels_NN2 of_IO communication_NN1 over_II which_DDQ the_AT sender_NN1 may_VM have_VHI little_DA1 control_NN1 ._. 
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<s>
The_AT channel_NN1 used_VMK to_TO transmit_VVI the_AT message_NN1 is_VBZ usually_RR less_RGR direct_JJ and_CC often_RR involves_VVZ sophisticated_JJ modern_JJ technology_NN1 ,_, but_CCB the_AT system_NN1 still_RR depends_VVZ on_II recognised_JJ codes_NN2 ,_, custom_NN1 and_CC expectations_NN2 ._. 
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<s>
Gerbner_NP1 recognised_VVD this_DD1 &bquo;_" transactional_JJ &equo;_" method_NN1 of_IO communication_NN1 ,_, showing_VVG that_DD1 meaning_NN1 depends_VVZ on_II the_AT assumptions_NN2 of_IO the_AT receiver_NN1 and_CC the_AT context_NN1 of_IO the_AT transmission_NN1 ._. 
</s>
<s>
As_CSA Hartley_NP1 puts_VVZ it_PPH1 ,_, &bquo;_" Meaning_NN1 is_VBZ the_AT product_NN1 of_IO the_AT dialogic_JJ interaction_NN1 that_CST occurs_VVZ between_II speaker_NN1 (_( or_CC text_NN1 )_) and_CC hearer_NN1 (_( or_CC reader/viewer_NN1 )_) ._. 
</s>
<s>
Therefore_RR every_AT1 utterance_NN1 or_CC text_NN1 is_VBZ incomplete_JJ &mdash;_- it_PPH1 is_VBZ a_AT1 &bquo;_" moment_NN1 &equo;_" in_II the_AT continuous_JJ generative_JJ process_NN1 of_IO language_NN1 ._. 
</s>
<s>
Where_CS mass_JJ communication_NN1 is_VBZ concerned_JJ ,_, models_NN2 become_VV0 ever_RR more_RGR complex_JJ ,_, each_DD1 adapting_VVG as_CSA it_PPH1 must_VM to_II the_AT particular_JJ situation_NN1 or_CC circumstance_NN1 and_CC reflecting_VVG the_AT complexity_NN1 of_IO the_AT situation_NN1 ._. 
</s>
<s>
Certain_JJ elements_NN2 ,_, however_RR ,_, normally_RR remain_VV0 constant_JJ ._. 
</s>
<s>
There_EX is_VBZ always_RR a_AT1 source_NN1 of_IO communication_NN1 ,_, a_AT1 message_NN1 ,_, a_AT1 channel_NN1 for_IF the_AT communication_NN1 and_CC a_AT1 receiver_NN1 ._. 
</s>
<s>
The_AT &bquo;_" sender_NN1 &equo;_" is_VBZ usually_RR part_NN1 of_IO an_AT1 organisation_NN1 or_CC large_JJ institution_NN1 ,_, while_CS the_AT &bquo;_" receiver_NN1 &equo;_" is_VBZ always_RR an_AT1 individual_NN1 &mdash;_- or_CC a_AT1 group_NN1 of_IO individuals_NN2 with_IW certain_JJ common_JJ attributes_NN2 ._. 
</s>
<s>
The_AT 1970s_MC2 and_CC 80s_MC2 saw_VVD the_AT development_NN1 of_IO models_NN2 which_DDQ took_VVD up_RP the_AT thesis_NN1 that_CST the_AT mass_JJ media_NN were_VBDR not_XX passive_JJ or_CC neutral_JJ channels_NN2 but_CCB exerted_VVD active_JJ influence_NN1 to_II the_AT advantage_NN1 of_IO select_JJ social_JJ groups_NN2 ._. 
</s>
<s>
And_CC as_RG &bquo;_" mass_JJ communication_NN1 &equo;_" changes_NN2 technologically_RR and_CC fragments_NN2 (_( we_PPIS2 are_VBR already_RR seeing_VVG &bquo;_" broadcasting_NN1 &equo;_" diminish_VV0 and_CC &bquo;_" narrow_JJ casting_NN1 &equo;_" &mdash;_- the_AT targeting_NN1 of_IO specialist_NN1 publics_NN2 grow_VV0 )_) ,_, communications_NN2 theorists_NN2 continue_VV0 to_TO develop_VVI models_NN2 which_DDQ have_VH0 both_RR an_AT1 analytical_JJ and_CC a_AT1 predictive_JJ function_NN1 ._. 
</s>
<s>
2_MC Non_FU verbal_JJ communication_NN1 &bquo;_" A_ZZ1 nod_NN1 is_VBZ as_RG good_JJ as_CSA a_AT1 wink_NN1 to_II a_AT1 blind_JJ man_NN1 &equo;_" the_AT saying_NN1 goes_VVZ &mdash;_- and_CC so_RR it_PPH1 may_VM be_VBI ,_, for_IF the_AT man_NN1 can_VM see_VVI neither_DD1 ._. 
</s>
<s>
But_CCB visual_JJ signals_NN2 can_VM be_VBI rich_JJ in_II meaning_NN1 and_CC silences_VVZ can_VM sometimes_RT convey_VVI as_RG much_DA1 as_CSA words_NN2 ._. 
</s>
<s>
Imagine_VV0 walking_VVG into_II a_AT1 room_NN1 for_IF a_AT1 meeting_NN1 with_IW the_AT head_NN1 of_IO your_APPGE organisation_NN1 ._. 
</s>
<s>
You_PPY suspect_VV0 he_PPHS1 is_VBZ displeased_VVN with_IW your_APPGE work_NN1 ._. 
</s>
<s>
He_PPHS1 is_VBZ sitting_VVG behind_II his_APPGE large_JJ desk_NN1 and_CC does_VDZ not_XX gesture_NN1 you_PPY to_TO sit_VVI ._. 
</s>
<s>
As_CSA he_PPHS1 talks_VVZ ,_, his_APPGE actions_NN2 serve_VV0 to_TO emphasise_VVI his_APPGE words_NN2 ;_; he_PPHS1 pounds_VVZ the_AT table_NN1 (_( researchers_NN2 Ekman_NN1 and_CC Friesen_NP1 described_VVD this_DD1 kind_NN1 of_IO action_NN1 as_II an_AT1 illustrator_NN1 )_) ;_; he_PPHS1 frowns_VVZ at_II you_PPY (_( an_AT1 affect_NN1 display_NN1 )_) ;_; he_PPHS1 lifts_VVZ an_AT1 eyebrow_NN1 indicating_VVG he_PPHS1 requires_VVZ an_AT1 answer_NN1 to_II his_APPGE question_NN1 (_( a_AT1 regulator_NN1 )_) ;_; finally_RR ,_, he_PPHS1 waves_VVZ you_PPY to_II the_AT door_NN1 (_( an_AT1 emblem_NN1 )_) ._. 
</s>
<s>
You_PPY ,_, meanwhile_RR ,_, have_VH0 been_VBN biting_VVG your_APPGE nails_NN2 (_( an_AT1 adaptor_NN1 )_) betraying_VVG your_APPGE anxiety_NN1 at_II the_AT situation_NN1 ._. 
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<s>
As_CSA you_PPY turn_VV0 to_TO leave_VVI ,_, he_PPHS1 comes_VVZ round_RP from_II behind_II his_APPGE desk_NN1 and_CC thrusts_VVZ his_APPGE face_NN1 next_II21 to_II22 yours_PPGE ._. 
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<s>
Just_RR as_CSA you_PPY felt_VVD intimidated_VVD by_II his_APPGE distancing_VVG behind_II his_APPGE desk_NN1 ,_, you_PPY now_RT feel_VV0 threatened_VVN by_II his_APPGE proximity_NN1 ._. 
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<s>
Now_RT imagine_VV0 that_CST instead_II21 of_II22 sitting_VVG behind_II his_APPGE desk_NN1 your_APPGE boss_NN1 had_VHD met_VVN you_PPY at_II the_AT door_NN1 and_CC ushered_VVN you_PPY to_II a_AT1 seat_NN1 ,_, then_RT pulled_VVD up_RP a_AT1 chair_NN1 next_II21 to_II22 you_PPY ._. 
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<s>
Instead_II21 of_II22 frowning_VVG while_CS listening_VVG to_II your_APPGE explanations_NN2 he_PPHS1 had_VHD nodded_VVN and_CC smiled_VVN ._. 
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<s>
Even_CS21 if_CS22 he_PPHS1 had_VHD used_VVN the_AT same_DA words_NN2 ,_, his_APPGE non_FU verbal_JJ communication_NN1 in_II the_AT two_MC situations_NN2 would_VM have_VHI conveyed_VVN a_AT1 very_RG different_JJ attitude_NN1 ._. 
</s>
<s>
In_II both_DB2 of_IO these_DD2 scenarios_NN2 the_AT non-verbal_JJ signals_NN2 of_IO neither_DD1 party_NN1 would_VM not_XX necessarily_RR have_VHI been_VBN conscious_JJ ._. 
</s>
<s>
We_PPIS2 convey_VV0 considerable_JJ information_NN1 about_II the_AT way_NN1 we_PPIS2 are_VBR thinking_VVG and_CC feeling_VVG by_II these_DD2 types_NN2 of_IO non-verbal_JJ movements_NN2 and_CC gestures_NN2 ._. 
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<s>
We_PPIS2 also_RR reveal_VV0 much_RR about_II ourselves_PPX2 by_II the_AT way_NN1 we_PPIS2 dress_VV0 and_CC by_II our_APPGE hair_NN1 styles_NN2 ._. 
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<s>
&bquo;_" In_II our_APPGE urban_JJ society_NN1 &hellip;_... cheating_VVG in_II our_APPGE presentation_NN1 of_IO self_NN1 is_VBZ all_DB part_NN1 of_IO the_AT game_NN1 of_IO life_NN1 ._. &equo;_" 
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<s>
We_PPIS2 try_VV0 &mdash;_- often_RR consciously_RR &mdash;_- to_TO reinforce_VVI the_AT image_NN1 of_IO our_APPGE selves_NN2 we_PPIS2 are_VBR trying_VVG to_TO convey_VVI by_II adopting_VVG codes_NN2 which_DDQ are_VBR recognised_VVN by_II others_NN2 within_II a_AT1 cultural_JJ framework_NN1 ._. 
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<s>
It_PPH1 may_VM be_VBI that_DD1 ,_, therefore_RR ,_, &bquo;_" our_APPGE assessments_NN2 are_VBR built_VVN upon_II stereotypes_NN2 and_CC unproven_JJ prejudices_NN2 ,_, &equo;_" but_CCB it_PPH1 is_VBZ ,_, nevertheless_RR ,_, &bquo;_" an_AT1 incredibly_RR efficient_JJ system_NN1 ._. &equo;_" 
</s>
<s>
While_CS non-verbal_JJ communication_NN1 of_IO the_AT kinds_NN2 described_VVN above_RL have_VH0 a_AT1 powerful_JJ role_NN1 in_II underlining_VVG ,_, reinforcing_VVG or_CC betraying_VVG our_APPGE feelings_NN2 and_CC aspirations_NN2 ,_, the_AT moment_NN1 we_PPIS2 try_VV0 to_TO communicate_VVI on_II a_AT1 wider_JJR scale_NN1 than_CSN inter-personal_JJ ,_, we_PPIS2 must_VM look_VVI at_II other_JJ sign_NN1 systems_NN2 to_TO convey_VVI meaning_NN1 ._. 
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<s>
3_MC Language_NN1 and_CC meaning_NN1 Language_NN1 has_VHZ developed_VVN as_II a_AT1 sign_NN1 system_NN1 &mdash;_- one_MC1 of_IO the_AT ways_NN2 in_II which_DDQ humans_NN2 communicate_VV0 and_CC make_VV0 sense_NN1 of_IO the_AT world_NN1 around_II them_PPHO2 ._. 
</s>
<s>
The_AT objects_NN2 or_CC concepts_NN2 referred_VVN to_II are_VBR known_VVN as_II signs_NN2 or_CC the_AT signified_JJ ,_, while_CS the_AT words_NN2 (_( written_VVN or_CC spoken_VVN )_) are_VBR called_VVN signifiers_NN2 ._. 
</s>
<s>
The_AT links_NN2 between_II sound_NN1 ,_, language_NN1 and_CC meaning_NN1 can_VM be_VBI complex_JJ and_CC sometimes_RT apparently_RR arbitrary_JJ ._. 
</s>
<s>
Thus_RR &bquo;_" a_AT1 language_NN1 can_VM signify_VVI the_AT sound-concept_NN1 by_II whatever_DDQV sound_NN1 image_NN1 it_PPH1 likes_VVZ ,_, though_CS you_PPY as_II a_AT1 person_NN1 cant_NN1 &mdash;_- these_DD2 relations_NN2 are_VBR not_XX under_RG individual_JJ control_NN1 ._. 
</s>
<s>
Any_DD sound_NN1 image_NN1 will_VM do_VDI ,_, as_CS31 long_CS32 as_CS33 it_PPH1 is_VBZ distinguished_VVN from_II others_NN2 in_II the_AT system_NN1 ._. &equo;_" 
</s>
<s>
Every_AT1 culture_NN1 will_VM organise_VVI the_AT world_NN1 according_II21 to_II22 its_APPGE own_DA perceptions_NN2 of_IO reality_NN1 ;_; thus_RR one_MC1 language_NN1 may_VM have_VHI words_NN2 which_DDQ have_VH0 no_AT equivalent_JJ concept_NN1 in_II another_DD1 ._. 
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<s>
(_( Where_CS sounds_NN2 correspond_VV0 aurally_RR yet_RR the_AT concept_NN1 differs_VVZ depending_II21 on_II22 the_AT context_NN1 ,_, further_JJR confusion_NN1 can_VM arise_VVI ._. 
</s>
<s>
In_II one_MC1 of_IO my_APPGE own_DA journals_NN2 recently_RR ,_, a_AT1 report_NN1 featured_VVD a_AT1 European_JJ conference_NN1 on_II dairy_NN1 cattle_NN2 ._. 
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<s>
English_JJ delegates_NN2 were_VBDR puzzled_JJ by_II the_AT Dutch_JJ translators_NN2 constant_JJ references_NN2 to_II frozen_JJ sailors_NN2 ,_, until_CS they_PPHS2 realised_VVD they_PPHS2 meant_VVD &bquo;_" frozen_JJ semen_NN1 &equo;_" ._. )_) 
</s>
<s>
The_AT meaning_NN1 itself_PPX1 ,_, Hartley_NP1 proposes_VVZ ,_, is_VBZ not_XX inherent_JJ in_II the_AT sign_NN1 or_CC the_AT text_NN1 ._. 
</s>
<s>
&bquo;_" Meaning_NN1 is_VBZ the_AT product_NN1 of_IO the_AT dialogic_JJ interaction_NN1 between_II speaker_NN1 (_( or_CC text_NN1 )_) and_CC hearer_NN1 (_( or_CC reader/viewer_NN1 )_) ._. 
</s>
<s>
&hellip;_... It_PPH1 is_VBZ impossible_JJ to_TO understand_VVI &bquo;_" passively_RR &equo;_" ._. 
</s>
<s>
All_DB verbal_JJ interaction_NN1 is_VBZ an_AT1 active_JJ negotiation_NN1 between_II speaker/text_NN1 and_CC hearer/reader_NN1 ,_, an_AT1 active_JJ transformation_NN1 of_IO the_AT raw_JJ materials_NN2 of_IO signs_NN2 into_II the_AT product_NN1 of_IO meaning_NN1 &equo;_" ._. 
</s>
<s>
Different_JJ communities_NN2 ,_, then_RT ,_, may_VM bring_VVI different_JJ interpretations_NN2 to_II the_AT words_NN2 or_CC signifiers_NN2 they_PPHS2 hear_VV0 or_CC read_VVD ._. 
</s>
<s>
While_CS &bquo;_" bird_NN1 &equo;_" may_VM be_VBI recognised_VVN as_CSA &bquo;_" bird_NN1 &equo;_" in_II Orkney_NP1 or_CC in_II Australia_NP1 ,_, an_AT1 Orcadian_JJ is_VBZ more_RGR likely_JJ to_TO think_VVI of_IO an_AT1 owl_NN1 or_CC a_AT1 gannet_NN1 and_CC an_AT1 Australian_NN1 of_IO a_AT1 kiwi_NN1 or_CC some_DD other_JJ exotic_JJ species_NN ._. 
</s>
<s>
And_CC while_CS &bquo;_" rain_NN1 &equo;_" to_II the_AT Orcadian_JJ might_VM signify_VVI a_AT1 daily_JJ fact_NN1 of_IO nature_NN1 to_TO be_VBI tolerated_VVN or_CC combatted_VVD ,_, to_II the_AT drought-ridden_NN1 of_IO Ethiopia_NP1 or_CC Somalia_NP1 &bquo;_" rain_NN1 &equo;_" would_VM be_VBI a_AT1 life-giver_NN1 ,_, a_AT1 cause_NN1 for_IF joyous_JJ celebration_NN1 ._. 
</s>
<s>
The_AT denotation_NN1 may_VM be_VBI the_AT same_DA (_( both_DB2 Orcadian_JJ and_CC Ethiopian_JJ would_VM recognise_VVI the_AT water_NN1 falling_VVG from_II the_AT sky_NN1 )_) but_CCB the_AT connotation_NN1 &mdash;_- the_AT feelings_NN2 and_CC values_VVZ it_PPH1 evokes_VVZ &mdash;_- would_VM be_VBI very_RG different_JJ ._. 
</s>
<s>
The_AT public_JJ relations_NN2 professional_NN1 would_VM do_VDI well_RR to_TO consider_VVI the_AT communications_NN2 research_VV0 which_DDQ has_VHZ demonstrated_VVN the_AT effect_NN1 of_IO demographic_JJ factors_NN2 such_II21 as_II22 age_NN1 ,_, class_NN1 ,_, gender_NN1 and_CC occupation_NN1 on_II the_AT development_NN1 of_IO meaning_NN1 ._. 
</s>
<s>
A_AT1 feminist_NN1 might_VM interpret_VVI a_AT1 text_NN1 very_RG differently_RR from_II an_AT1 army_NN1 officer_NN1 ,_, for_REX21 example_REX22 ;_; or_CC a_AT1 teenager_NN1 from_II his_APPGE parent_NN1 ._. 
</s>
<s>
To_TO achieve_VVI maximum_JJ effect_NN1 and_CC clarity_NN1 ,_, the_AT structure_NN1 and_CC content_NN1 of_IO a_AT1 message_NN1 should_VM be_VBI targeted_VVN at_II the_AT relevant_JJ audience_NN1 wherever_RRQV possible_JJ (_( see_VV0 Persuasive_JJ Communication_NN1 below_RL )_) ._. 
</s>
<s>
Codes_NN2 and_CC signs_NN2 ,_, their_APPGE frame_NN1 of_IO reference_NN1 and_CC their_APPGE use_NN1 together_RL form_VV0 a_AT1 discourse_NN1 ._. 
</s>
<s>
Discourses_NN2 gain_VV0 status_NN1 from_II the_AT relative_JJ power_NN1 of_IO the_AT group_NN1 with_IW which_DDQ they_PPHS2 are_VBR associated_VVN &mdash;_- and_CC as_II a_AT1 general_JJ rule_NN1 the_AT media_NN tend_VV0 to_TO favour_VVI the_AT discourses_NN2 of_IO the_AT elite_NN1 ._. 
</s>
<s>
Thus_RR discourses_NN2 associated_VVN with_IW government_NN1 will_VM receive_VVI more_DAR coverage_NN1 than_CSN those_DD2 associated_VVN with_IW ,_, for_REX21 example_REX22 ,_, the_AT Green_JJ Party_NN1 ,_, although_CS in_II Britain_NP1 at_RR21 least_RR22 there_EX are_VBR alternative_JJ publications_NN2 which_DDQ favour_VV0 the_AT &bquo;_" green_JJ &equo;_" view_NN1 ,_, and_CC newspapers_NN2 which_DDQ ,_, if_CS they_PPHS2 do_VD0 n't_XX publish_VVI official_JJ Green_JJ discourses_NN2 ,_, do_VD0 attempt_VVI to_TO cover_VVI environmental_JJ issues_NN2 from_II other_JJ approaches_NN2 ._. 
</s>
<s>
Again_RT ,_, an_AT1 understanding_NN1 of_IO encoded_JJ texts_NN2 &mdash;_- the_AT way_NN1 in_II which_DDQ a_AT1 sender_NN1 selects_VVZ and_CC combines_VVZ signs_NN2 &mdash;_- is_VBZ of_IO great_JJ importance_NN1 to_II the_AT public_JJ relations_NN2 practitioner_NN1 :_: a_AT1 press_NN1 release_NN1 written_VVN specially_RR for_IF the_AT tabloid_JJ sector_NN1 ,_, for_REX21 example_REX22 ,_, may_VM have_VHI more_DAR chance_NN1 of_IO being_VBG published_VVN than_CSN a_AT1 blanket_NN1 release_NN1 designed_VVN to_II interest_NN1 the_AT serious_JJ press_NN1 as_RR21 well_RR22 ._. 
</s>
<s>
Appreciating_VVG the_AT suitability_NN1 of_IO the_AT register_NN1 (_( content_NN1 ,_, style_NN1 and_CC tone_NN1 )_) of_IO a_AT1 discourse_NN1 for_IF a_AT1 particular_JJ audience_NN1 is_VBZ part_NN1 and_CC parcel_NN1 of_IO persuasive_JJ communication_NN1 ._. 
</s>
<s>
4_MC Persuasive_JJ communication_NN1 Moving_VVG from_II the_AT broad_JJ elements_NN2 of_IO communication_NN1 to_II the_AT particular_JJ ,_, I_PPIS1 have_VH0 for_IF the_AT purposes_NN2 of_IO this_DD1 assignment_NN1 chosen_VVN to_TO look_VVI at_II some_DD applications_NN2 of_IO communication_NN1 relevant_JJ to_II the_AT practice_NN1 of_IO public_JJ relations_NN2 ._. 
</s>
<s>
I_PPIS1 propose_VV0 ,_, therefore_RR ,_, to_TO look_VVI briefly_RR at_II communications_NN2 &bquo;_" designed_VVN to_TO elicit_VVI a_AT1 desired_JJ response_NN1 &equo;_" ,_, how_RRQ communication_NN1 takes_VVZ place_NN1 within_II organisations_NN2 and_CC channels_NN2 of_IO communication_NN1 ._. 
</s>
<s>
&bquo;_" Persuasion_NN1 involves_VVZ a_AT1 conscious_JJ attempt_NN1 by_II one_MC1 individual_NN1 to_TO change_VVI the_AT attitudes_NN2 ,_, beliefs_NN2 ,_, or_CC behaviour_NN1 of_IO another_DD1 individual_NN1 or_CC group_NN1 of_IO individuals_NN2 through_II the_AT transmission_NN1 of_IO some_DD message_NN1 ,_, &equo;_" say_VV0 Bettinghaus_NP1 and_CC Cody_NP1 ._. 
</s>
<s>
Beliefs_NN2 ,_, they_PPHS2 suggest_VV0 ,_, may_VM be_VBI peripheral_JJ (_( the_AT University_NN1 of_IO Stirling_NP1 MSc_NNA PR_NP1 course_NN1 is_VBZ excellent_JJ )_) ;_; such_DA beliefs_NN2 are_VBR not_XX impossible_JJ to_TO change_VVI ._. 
</s>
<s>
They_PPHS2 may_VM be_VBI derived_VVN from_II authority_NN1 &mdash;_- in_II other_JJ words_NN2 ,_, learned_VVN from_II teachers_NN2 ,_, the_AT State_NN1 ,_, the_AT Bible_NN1 and_RR31 so_RR32 on_RR33 ._. 
</s>
<s>
Such_DA beliefs_NN2 are_VBR slow_JJ to_TO change_VVI ,_, a_AT1 fact_NN1 which_DDQ underlines_VVZ that_CST identifying_VVG the_AT source_NN1 is_VBZ important_JJ in_II persuasive_JJ communication_NN1 ._. 
</s>
<s>
Central_JJ beliefs_NN2 are_VBR primitive_JJ beliefs_NN2 acquired_VVD early_RR in_II life_NN1 and_CC confirmed_VVN by_II our_APPGE daily_JJ experiences_NN2 ._. 
</s>
<s>
Such_DA beliefs_NN2 are_VBR very_RG difficult_JJ to_TO change_VVI ,_, but_CCB once_RR changed_VVN ,_, may_VM have_VHI a_AT1 massive_JJ knock-on_JJ effect_NN1 in_II the_AT rest_NN1 of_IO an_AT1 individuals_NN2 framework_NN1 of_IO reference_NN1 ._. 
</s>
<s>
Thus_RR ,_, an_AT1 individual_NN1 who_PNQS has_VHZ always_RR been_VBN an_AT1 atheist_NN1 and_CC who_PNQS is_VBZ &bquo;_" converted_VVN &equo;_" to_II Christianity_NN1 may_VM also_RR give_VVI up_RP his_APPGE beliefs_NN2 that_CST indulging_VVG in_II alcohol_NN1 ,_, licentious_JJ sex_NN1 ,_, drugs_NN2 and_CC beating_VVG up_RP little_RR old_JJ ladies_NN2 are_VBR acceptable_JJ elements_NN2 of_IO every-day_JJ behaviour_NN1 ._. 
</s>
<s>
How_RRQ ,_, then_RT ,_, to_TO set_VVI about_RP constructing_VVG a_AT1 persuasive_JJ message_NN1 ?_? 
</s>
<s>
Prior_JJ research_NN1 of_IO the_AT target_NN1 audience_NN1 is_VBZ important_JJ so_CS21 that_CS22 the_AT message_NN1 can_VM be_VBI drafted_VVN in_II the_AT appropriate_JJ register_NN1 and_CC directed_VVN along_RP suitable_JJ channels_NN2 ._. 
</s>
<s>
Targeting_VVG is_VBZ also_RR important_JJ because_CS in_II the_AT competitive_JJ modern_JJ environment_NN1 the_AT message_NN1 will_VM have_VHI to_TO fight_VVI for_IF attention_NN1 with_IW many_DA2 other_JJ conflicting_JJ or_CC parallel_JJ messages_NN2 and_CC the_AT &bquo;_" noise_NN1 &equo;_" will_VM dilute_VVI or_CC distort_VVI the_AT content_NN1 and_CC effect_NN1 ._. 
</s>
<s>
An_AT1 understanding_NN1 of_IO the_AT processes_NN2 involved_JJ in_II attitudinal_JJ change_NN1 is_VBZ useful_JJ :_: what_DDQ are_VBR the_AT different_JJ levels_NN2 of_IO involvement_NN1 of_IO a_AT1 receiver_NN1 ,_, for_REX21 example_REX22 ,_, and_CC does_VDZ repetition_NN1 of_IO the_AT message_NN1 help_NN1 ?_? 
</s>
<s>
(_( The_AT answer_NN1 is_VBZ ,_, yes_UH ,_, it_PPH1 does_VDZ because_CS it_PPH1 helps_VVZ the_AT receiver_NN1 to_TO move_VVI up_RP a_AT1 scale_NN1 in_II their_APPGE involvement_NN1 level_NN1 ._. )_) 
</s>
<s>
Other_JJ elements_NN2 in_II the_AT style_NN1 and_CC content_NN1 ,_, such_II21 as_II22 humour_NN1 ,_, warmth_NN1 and_CC fear_NN1 ,_, can_VM also_RR be_VBI effective_JJ (_( &bquo;_" smoking_NN1 kills_VVZ &equo;_" )_) ._. 
</s>
<s>
A_AT1 knowledge_NN1 of_IO the_AT relationship_NN1 of_IO sender_NN1 and_CC receiver_NN1 are_VBR also_RR important_JJ ._. 
</s>
<s>
It_PPH1 is_VBZ very_RG difficult_JJ persuading_VVG someone_PN1 to_TO lend_VVI you_PPY money_NN1 when_CS they_PPHS2 know_VV0 that_CST you_PPY have_VH0 never_RR in_II the_AT past_NN1 paid_VVD it_PPH1 back_RP ._. 
</s>
<s>
It_PPH1 will_VM be_VBI equally_RR difficult_JJ to_TO persuade_VVI them_PPHO2 of_IO your_APPGE need_NN1 when_CS they_PPHS2 know_VV0 you_PPY spent_VVD a_AT1 lot_NN1 of_IO money_NN1 last_MD week_NNT1 on_II a_AT1 new_JJ car_NN1 ._. 
</s>
<s>
But_CCB other_JJ factors_NN2 come_VV0 into_II play_NN1 ._. 
</s>
<s>
If_CS you_PPY are_VBR a_AT1 well-known_JJ personality_NN1 ,_, attractive_JJ looking_VVG and_CC charming_JJ ,_, you_PPY will_VM find_VVI your_APPGE task_NN1 much_RR easier_RRR :_: people_NN tend_VV0 to_TO respond_VVI to_II such_DA individuals_NN2 rather_II21 than_II22 reacting_VVG to_II the_AT content_NN1 of_IO their_APPGE message_NN1 ._. 
</s>
<s>
Influential_JJ opinion_NN1 leaders_NN2 ,_, notably_RR ,_, are_VBR better_RRR informed_VVN ,_, better_RRR read_VVN ,_, they_PPHS2 listen_VV0 more_RRR ,_, watch_VV0 more_DAR and_CC move_VV0 in_II a_AT1 number_NN1 of_IO different_JJ circles_NN2 of_IO friends_NN2 ._. 
</s>
<s>
Clearly_RR ,_, you_PPY may_VM also_RR be_VBI able_JK to_TO persuade_VVI someone_PN1 to_TO lend_VVI you_PPY money_NN1 if_CS you_PPY have_VH0 power_NN1 of_IO some_DD sort_NN1 &mdash;_- if_CS they_PPHS2 owe_VV0 you_PPY a_AT1 favour_NN1 or_CC if_CS you_PPY are_VBR their_APPGE boss_NN1 or_CC if_CS you_PPY are_VBR in_II a_AT1 position_NN1 of_IO some_DD authority_NN1 for_REX21 example_REX22 ._. 
</s>
<s>
In_II fact_NN1 ,_, &bquo;_" Regardless_RR of_IO whether_CSW it_PPH1 is_VBZ called_VVN ethos_NN1 ,_, source_NN1 credibility_NN1 ,_, status_NN1 differential_NN1 ,_, opinion_NN1 leadership_NN1 ,_, charisma_NN1 or_CC power_NN1 ,_, the_AT conclusion_NN1 seems_VVZ inescapable_JJ &mdash;_- who_PNQS you_PPY are_VBR can_VM influence_VVI how_RRQ your_APPGE messages_NN2 are_VBR received_VVN ._. 
</s>
<s>
Finally_RR ,_, for_IF the_AT public_JJ relations_NN2 practitioner_NN1 ,_, sending_VVG the_AT messages_NN2 through_II the_AT right_JJ channel_NN1 will_VM also_RR be_VBI of_IO critical_JJ importance_NN1 ;_; which_DDQ to_TO choose_VVI &mdash;_- video_NN1 ,_, broadcast_VV0 media_NN ,_, public_JJ meeting/speech_NN1 ,_, news_NN1 release_NN1 ,_, printed_JJ media_NN ?_? 
</s>
<s>
These_DD2 matters_NN2 must_VM be_VBI weighed_VVN before_II detailed_JJ attention_NN1 to_II the_AT style_NN1 and_CC content_NN1 of_IO the_AT message_NN1 can_VM be_VBI made_VVN ._. 
</s>
<s>
5_MC Organisational_JJ communication_NN1 The_AT &bquo;_" boundary_NN1 &equo;_" role_NN1 of_IO public_JJ relations_NN2 &mdash;_- at_II the_AT interface_NN1 between_II an_AT1 organisation_NN1 and_CC its_APPGE internal_JJ and_CC external_JJ publics_NN2 &mdash;_- suggests_VVZ that_CST an_AT1 understanding_NN1 of_IO communication_NN1 will_VM be_VBI a_AT1 key_JJ element_NN1 in_II the_AT practitioners_NN2 portfolio_NN1 of_IO management_NN1 skills_NN2 ._. 
</s>
<s>
These_DD2 will_VM need_VVI to_TO cover_VVI not_XX only_RR written_VVN and_CC verbal_JJ communication_NN1 expertise_NN1 and_CC a_AT1 knowledge_NN1 of_IO the_AT suitable_JJ channels_NN2 of_IO communication_NN1 ,_, but_CCB also_RR an_AT1 awareness_NN1 of_IO patterns_NN2 of_IO social_JJ interaction_NN1 ._. 
</s>
<s>
Put_VV0 at_II its_APPGE most_RGT simple_JJ ,_, this_DD1 means_VVZ knowing_VVG how_RRQ to_TO listen_VVI ,_, being_VBG aware_JJ of_IO how_RRQ messages_NN2 might_VM be_VBI received_VVN ,_, presenting_VVG oneself_PNX1 clearly_RR so_CS21 that_CS22 others_NN2 know_VV0 how_RRQ to_TO react_VVI to_II us_PPIO2 and_CC rewarding_JJ achievement_NN1 ._. 
</s>
<s>
All_DB organisations_NN2 are_VBR made_VVN up_RP of_IO individuals_NN2 and_CC problems_NN2 occur_VV0 most_RGT frequently_RR when_CS the_AT needs_NN2 of_IO the_AT individual_NN1 become_VV0 lost_VVN in_II the_AT needs_NN2 and_CC goals_NN2 of_IO the_AT organisation_NN1 ._. 
</s>
<s>
Many_DA2 organisations_NN2 fail_VV0 to_TO take_VVI account_NN1 of_IO this_DD1 and_CC the_AT importance_NN1 of_IO personal_JJ contact_NN1 becomes_VVZ lost_VVN in_II techno-culture_NN1 or_CC the_AT &bquo;_" memo_NN1 culture_NN1 &equo;_" of_IO the_AT organisation_NN1 ,_, while_CS the_AT individual_NN1 has_VHZ no_AT sense_NN1 of_IO where_RRQ he_PPHS1 fits_VVZ in_RP or_CC how_RRQ he_PPHS1 can_VM contribute_VVI ._. 
</s>
<s>
The_AT &bquo;_" culture_NN1 &equo;_" of_IO an_AT1 organisation_NN1 ,_, like_II &bquo;_" culture_NN1 &equo;_" in_II any_DD other_JJ context_NN1 ,_, is_VBZ a_AT1 complex_JJ mixture_NN1 of_IO attitudes_NN2 and_CC beliefs_NN2 ,_, behaviour_NN1 ,_, codes_NN2 and_CC patterns_NN2 ._. 
</s>
<s>
Traditionally_RR ,_, organisations_NN2 are_VBR constructed_VVN pyramidally_RR ,_, with_IW a_AT1 hierarchy_NN1 most_RGT powerful_JJ at_II the_AT top_NN1 and_CC progressively_RR less_RGR so_RR as_CSA the_AT pyramid_NN1 spreads_VVZ downwards_RL ._. 
</s>
<s>
In_II &bquo;_" flat_JJ &equo;_" organisations_NN2 such_II21 as_II22 large_JJ professional_JJ practices_NN2 ,_, a_AT1 number_NN1 of_IO people_NN are_VBR notionally_RR equal_JJ in_II31 terms_II32 of_II33 power_NN1 ,_, fee-earning_JJ ability_NN1 and_CC status_NN1 ._. 
</s>
<s>
Growing_VVG in_II number_NN1 are_VBR matrix_NN1 organisations_NN2 where_RRQ power_NN1 is_VBZ delegated_VVN to_II large_JJ project_NN1 groups_NN2 or_CC departments_NN2 ._. 
</s>
<s>
Such_DA organisations_NN2 try_VV0 to_TO harness_VVI the_AT energy_NN1 and_CC creativity_NN1 of_IO their_APPGE workforce_NN1 by_II allowing_VVG far_RG greater_JJR numbers_NN2 to_TO participate_VVI in_II contributing_VVG ideas_NN2 and_CC in_II decision-making_NN1 ._. 
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<s>
Whatever_DDQV the_AT structure_NN1 of_IO the_AT organisation_NN1 ,_, good_JJ communication_NN1 lies_VVZ at_II the_AT heart_NN1 of_IO success_NN1 &mdash;_- and_CC ,_, because_II21 of_II22 the_AT complexities_NN2 we_PPIS2 have_VH0 already_RR looked_VVN at_II and_CC the_AT many_DA2 factors_NN2 which_DDQ influence_VV0 the_AT way_NN1 in_II which_DDQ messages_NN2 circulate_VV0 and_CC are_VBR received_VVN good_JJ communication_NN1 is_VBZ perhaps_RR more_RGR difficult_JJ to_TO achieve_VVI than_CSN good_JJ product_NN1 design_NN1 ,_, manufacturing_NN1 productivity_NN1 or_CC success_NN1 in_II the_AT market_NN1 place_NN1 ._. 
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<s>
A_AT1 clear_JJ communications_NN2 policy_NN1 is_VBZ necessary_JJ for_IF both_DB2 external_JJ and_CC internal_JJ communications_NN2 &mdash;_- and_CC the_AT more_RGR hierarchical_JJ the_AT structure_NN1 of_IO the_AT organisation_NN1 ,_, the_AT more_RGR inflexible_JJ the_AT communications_NN2 are_VBR likely_JJ to_TO be_VBI ._. 
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<s>
Weak_JJ managers_NN2 tend_VV0 to_TO &bquo;_" play_VVI the_AT power_NN1 game_NN1 &equo;_" ,_, retaining_VVG information_NN1 in_II the_AT belief_NN1 that_CST knowledge_NN1 is_VBZ power_NN1 ._. 
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<s>
And_CC so_RR ,_, it_PPH1 some_DD ways_NN2 ,_, it_PPH1 is_VBZ :_: &bquo;_" In_II any_DD communication_NN1 situation_NN1 ,_, the_AT individual_NN1 who_PNQS can_VM monopolize_VVI the_AT communication_NN1 is_VBZ likely_JJ to_TO have_VHI more_DAR power_NN1 ,_, and_CC thus_RR exert_VV0 more_DAR influence_NN1 ._. &equo;_" 
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<s>
Yet_RR in_II an_AT1 organisation_NN1 ,_, which_DDQ is_VBZ effectively_RR a_AT1 large_JJ group_NN1 ,_, retention_NN1 of_IO power_NN1 in_II this_DD1 way_NN1 by_II individuals_NN2 can_VM build_VVI up_RP resentment_NN1 and_CC thus_RR demotivate_VV0 :_: &bquo;_" Groups_NN2 with_IW very_RG sharp_JJ perceived_JJ power_NN1 differences_NN2 between_II members_NN2 are_VBR likely_JJ to_TO have_VHI poor_JJ social-emotional_JJ climates_NN2 &hellip;_... ._. 
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<s>
This_DD1 suggests_VVZ that_CST it_PPH1 may_VM be_VBI difficult_JJ to_TO maintain_VVI large_JJ power_NN1 differences_NN2 and_CC still_RR hope_VV0 to_TO keep_VVI a_AT1 group_NN1 happy_JJ ._. &equo;_" 
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<s>
A_AT1 &bquo;_" position_NN1 check_NN1 &equo;_" of_IO the_AT effectiveness_NN1 of_IO the_AT communication_NN1 network_NN1 can_VM be_VBI made_VVN using_VVG measurement_NN1 tools_NN2 such_II21 as_II22 communication_NN1 audits_NN2 ._. 
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<s>
This_DD1 kind_NN1 of_IO research_NN1 can_VM be_VBI viewed_VVN in_II two_MC ways_NN2 :_: &bquo;_" One_MC1 argues_VVZ that_CST the_AT audit_NN1 is_VBZ a_AT1 tool_NN1 to_TO help_VVI communicators_NN2 manage_VVI and_CC the_AT other_NN1 argues_VVZ that_CST it_PPH1 is_VBZ a_AT1 tool_NN1 to_TO help_VVI managers_NN2 communicate_VVI ._. &equo;_" 
</s>
<s>
Either_DD1 way_NN1 ,_, research_NN1 of_IO this_DD1 kind_NN1 can_VM provide_VVI invaluable_JJ information_NN1 ,_, &bquo;_" a_AT1 way_NN1 of_IO evaluating_VVG the_AT effectiveness_NN1 of_IO the_AT organisation_NN1 in_II conveying_VVG its_APPGE goals_NN2 ,_, mission_NN1 and_CC code_NN1 of_IO conduct_NN1 to_II the_AT target_NN1 publics_NN2 upon_II whose_DDQGE support_NN1 the_AT organisation_NN1 is_VBZ dependent_JJ for_IF continued_JJ existence_NN1 ._. &equo;_" 
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<s>
Finally_RR in_II this_DD1 section_NN1 ,_, it_PPH1 is_VBZ worth_II pointing_VVG out_RP that_CST in_II the_AT first_MD Unit_NN1 of_IO this_DD1 course_NN1 we_PPIS2 learnt_VVD that_CST organisations_NN2 which_DDQ were_VBDR based_VVN on_II an_AT1 open_JJ system_NN1 (_( where_CS information_NN1 flowed_VVD in_RP and_CC out_RP through_II a_AT1 &bquo;_" permeable_JJ boundary_NN1 &equo;_" to_II its_APPGE environment_NN1 and_CC publics_NN2 and_CC where_RRQ adjustment_NN1 was_VBDZ made_VVN in_II41 the_II42 light_II43 of_II44 feedback_NN1 )_) ,_, were_VBDR more_RRR able_JK to_TO adapt_VVI to_TO change_VVI and_CC continue_VVI to_TO prosper_VVI ._. 
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<s>
In_II the_AT same_DA way_NN1 ,_, it_PPH1 seems_VVZ clear_JJ that_CST there_EX is_VBZ a_AT1 positive_JJ connection_NN1 between_II an_AT1 open_JJ style_NN1 of_IO communication_NN1 and_CC organisational_JJ performance_NN1 :_: &bquo;_" When_RRQ communication_NN1 is_VBZ open_JJ ,_, organisations_NN2 are_VBR able_JK to_TO identify_VVI their_APPGE problems_NN2 early_RR and_CC solve_VVI them_PPHO2 before_CS they_PPHS2 get_VV0 out_II21 of_II22 hand_NN1 ._. 
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<s>
When_CS communication_NN1 is_VBZ closed_VVN ,_, organisations_NN2 do_VD0 not_XX identify_VVI problems_NN2 until_CS they_PPHS2 become_VV0 crises_NN2 ._. &equo;_" 
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<s>
6_MC :_: Channels_NN2 of_IO communication_NN1 A_ZZ1 study_NN1 of_IO the_AT news_NN1 media_NN is_VBZ not_XX properly_RR within_II the_AT scope_NN1 of_IO this_DD1 assignment_NN1 ,_, but_CCB the_AT topic_NN1 of_IO channels_NN2 is_VBZ necessary_JJ to_II a_AT1 consideration_NN1 of_IO communication_NN1 and_CC a_AT1 cursory_JJ look_NN1 at_II the_AT nature_NN1 and_CC availability_NN1 of_IO various_JJ media_NN seemed_VVD in_II order_NN1 ._. 
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<s>
It_PPH1 has_VHZ already_RR been_VBN suggested_VVN that_CST using_VVG an_AT1 appropriate_JJ channel_NN1 and_CC finding_VVG a_AT1 suitable_JJ register_NN1 will_VM contribute_VVI greatly_RR to_II the_AT clarity_NN1 of_IO any_DD communication_NN1 ._. 
</s>
<s>
Public_JJ relations_NN2 departments_NN2 in_II large_JJ organisations_NN2 have_VH0 a_AT1 number_NN1 of_IO channels_NN2 open_VV0 to_II them_PPHO2 and_CC they_PPHS2 should_VM utilise_VVI a_AT1 mixture_NN1 of_IO these_DD2 to_TO disseminate_VVI information_NN1 &mdash;_- notice_VV0 boards_NN2 ,_, in-house_JJ journals_NN2 ,_, videos_NN2 ,_, briefings_NN2 and_CC meetings_NN2 ._. 
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<s>
The_AT production_NN1 of_IO a_AT1 house_NN1 journal_NN1 is_VBZ common_JJ in_II most_DAT large_JJ organisations_NN2 ,_, but_CCB it_PPH1 is_VBZ important_JJ to_TO ensure_VVI that_CST the_AT style_NN1 and_CC tone_NN1 of_IO the_AT journal_NN1 is_VBZ apt_JJ ._. 
</s>
<s>
This_DD1 is_VBZ no_AT easy_JJ task_NN1 when_CS it_PPH1 is_VBZ aimed_VVN at_II an_AT1 entire_JJ work_NN1 force_NN1 and_CC when_CS the_AT normal_JJ reading_NN1 habits_NN2 of_IO the_AT employees_NN2 may_VM range_VVI from_II The_AT Times_NNT2 at_II one_MC1 end_NN1 to_II The_AT Sun_NN1 at_II the_AT other_JJ ._. 
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<s>
A_AT1 number_NN1 of_IO questions_NN2 should_VM be_VBI asked_VVN :_: what_DDQ is_VBZ the_AT objective_NN1 of_IO the_AT journal_NN1 ?_? who_PNQS will_VM drive_VVI the_AT publication_NN1 ,_, managers_NN2 ,_, shop_NN1 floor_NN1 workers_NN2 ,_, the_AT unions_NN2 ,_, project_NN1 groups_NN2 ?_? how_RRQ much_DA1 power_NN1 will_VM the_AT editor_NN1 have_VHI ?_? who_PNQS has_VHZ the_AT final_JJ power_NN1 of_IO veto_NN1 ?_? 
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<s>
A_AT1 glossy_JJ magazine_NN1 designed_VVN to_TO satisfy_VVI the_AT CEOs_NN2 ego_NN1 may_VM go_VVI wide_JJ of_IO the_AT mark_NN1 with_IW the_AT factory_NN1 workers_NN2 ._. 
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<s>
Externally_RR ,_, a_AT1 range_NN1 of_IO print_NN1 media_NN is_VBZ available_JJ for_IF the_AT insertion_NN1 of_IO company_NN1 propaganda_NN1 ,_, should_VM the_AT occasion_NN1 arise_VVI ._. 
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<s>
Careful_JJ thought_NN1 regarding_II suitable_JJ journals_NN2 for_IF advertisements_NN2 ,_, advertorials_NN2 or_CC articles_NN2 may_VM help_VVI to_TO dissuade_VVI workers_NN2 considering_II strike_NN1 action_NN1 ,_, for_REX21 example_REX22 ,_, while_CS good_JJ on-going_JJ press_NN1 relations_NN2 can_VM do_VDI much_DA1 to_TO fortify_VVI not_XX only_RR the_AT publics_NN2 image_NN1 of_IO a_AT1 company_NN1 but_CCB also_RR reinforce_VV0 the_AT workers_NN2 sense_NN1 of_IO pride_NN1 in_II belonging_VVG to_II such_DA an_AT1 organisation_NN1 ._. 
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<s>
The_AT political_JJ affiliations_NN2 of_IO a_AT1 newspaper_NN1 ,_, its_APPGE locality_NN1 and_CC the_AT demographics_NN1 of_IO its_APPGE readership_NN1 should_VM all_DB be_VBI taken_VVN into_II account_NN1 ._. 
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<s>
Video_NN1 is_VBZ a_AT1 relatively_RR new_JJ medium_NN1 for_IF in-house_JJ communications_NN2 and_CC is_VBZ used_VVN by_II some_DD companies_NN2 to_II great_JJ effect_NN1 ._. 
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<s>
It_PPH1 is_VBZ still_RR relatively_RR expensive_JJ and_CC can_VM not_XX go_VVI into_II subjects_NN2 in_II depth_NN1 in_II the_AT same_DA way_NN1 as_CSA print_NN1 ,_, but_CCB has_VHZ the_AT advantage_NN1 of_IO being_VBG easy_JJ to_TO watch_VVI ,_, in_II an_AT1 idiom_NN1 or_CC genre_NN1 which_DDQ is_VBZ very_RG familiar_JJ to_II most_DAT people_NN ,_, and_CC it_PPH1 can_VM be_VBI viewed_VVN by_II groups_NN2 of_IO staff_NN simultaneously_RR ._. 
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<s>
In_RR21 addition_RR22 ,_, it_PPH1 can_VM utilise_VVI the_AT power_NN1 of_IO non-verbal_JJ signals_NN2 as_CSA discussed_VVN in_II section_NN1 2_MC of_IO this_DD1 assignment_NN1 ._. 
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<s>
Finally_RR ,_, a_AT1 good_JJ public_JJ relations_NN2 officer_NN1 will_VM be_VBI aware_JJ of_IO how_RRQ to_TO feed_VVI stories_NN2 ,_, articles_NN2 and_CC photo_NN1 opportunities_NN2 into_II the_AT media_NN to_II the_AT benefit_NN1 of_IO his_APPGE organisation_NN1 ._. 
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<s>
Success_NN1 depends_VVZ on_II many_DA2 factors_NN2 ,_, including_II fostering_VVG good_JJ relations_NN2 with_IW the_AT relevant_JJ journalists_NN2 ,_, a_AT1 sound_NN1 knowledge_NN1 of_IO the_AT characteristics_NN2 of_IO the_AT channel_NN1 ,_, its_APPGE limitations_NN2 and_CC possibilities_NN2 in_II31 addition_II32 to_II33 factors_NN2 such_II21 as_II22 deadlines_NN2 and_CC gatekeepers_NN2 and_CC the_AT amount_NN1 of_IO &bquo;_" noise_NN1 &equo;_" likely_JJ to_TO occur_VVI ._. 
</s>
<s>
In_II briefing_VVG senior_JJ managers_NN2 about_II appearing_VVG on_II television_NN1 ,_, for_REX21 example_REX22 ,_, attention_NN1 must_VM be_VBI paid_VVN to_II many_DA2 of_IO the_AT aspects_NN2 of_IO communication_NN1 which_DDQ have_VH0 been_VBN considered_VVN in_II this_DD1 assignment_NN1 &mdash;_- the_AT importance_NN1 of_IO appearance_NN1 and_CC hair_NN1 style_NN1 ,_, the_AT use_NN1 of_IO non-verbal_JJ language_NN1 ,_, choice_NN1 of_IO words_NN2 ,_, tone_NN1 ,_, pauses_VVZ and_RR31 so_RR32 on_RR33 :_: some_DD of_IO the_AT many_DA2 and_CC complex_JJ elements_NN2 that_CST combine_VV0 as_II part_NN1 of_IO what_DDQ we_PPIS2 call_VV0 &bquo;_" communication_NN1 &equo;_" ._. 
</s>
<s>
Conclusion_NN1 An_AT1 understanding_NN1 of_IO communication_NN1 in_II the_AT context_NN1 of_IO public_JJ relations_NN2 is_VBZ made_VVN easier_RRR by_II the_AT construction_NN1 of_IO simple_JJ ,_, diagrammatic_JJ &bquo;_" models_NN2 &equo;_" ._. 
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<s>
These_DD2 can_VM be_VBI a_AT1 useful_JJ introduction_NN1 to_II an_AT1 extremely_RR complex_JJ subject_NN1 ._. 
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<s>
While_CS models_NN2 can_VM give_VVI a_AT1 general_JJ picture_NN1 and_CC may_VM be_VBI used_VVN to_TO focus_VVI thought_NN1 on_II a_AT1 particular_JJ situation_NN1 &mdash;_- and_CC have_VH0 the_AT advantage_NN1 of_IO crystallising_VVG a_AT1 highly_RR abstract_JJ process_NN1 &mdash;_- their_APPGE simplicity_NN1 can_VM be_VBI a_AT1 limiting_JJ factor_NN1 ._. 
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<s>
The_AT study_NN1 of_IO non-verbal_JJ communication_NN1 is_VBZ highly_RR relevant_JJ :_: every_AT1 signal_NN1 we_PPIS2 send_VV0 out_RP ,_, consciously_RR or_CC ,_, more_RGR usually_RR ,_, unconsciously_RR can_VM convey_VVI a_AT1 richness_NN1 of_IO signals_NN2 and_CC meaning_NN1 which_DDQ can_VM greatly_RR add_VVI to_II and_CC enhance_VVI &mdash;_- or_CC indeed_RR ,_, detract_VV0 from_II &mdash;_- our_APPGE presentation_NN1 of_IO our_APPGE selves_NN2 and_CC the_AT success_NN1 of_IO our_APPGE message_NN1 delivery_NN1 ._. 
</s>
<s>
Language_NN1 itself_PPX1 is_VBZ even_RR more_RGR complex_JJ ,_, rooted_VVN in_II culture_NN1 and_CC context_NN1 and_CC involving_VVG an_AT1 active_JJ negotiation_NN1 between_II sender_NN1 and_CC receiver_NN1 in_II31 terms_II32 of_II33 the_AT transformation_NN1 of_IO signs_NN2 into_II meaning_NN1 ._. 
</s>
<s>
The_AT way_NN1 in_II which_DDQ messages_NN2 are_VBR encoded_VVN &mdash;_- the_AT particular_JJ selection_NN1 and_CC combination_NN1 of_IO signs_NN2 &mdash;_- has_VHZ a_AT1 direct_JJ effect_NN1 on_II the_AT way_NN1 in_II which_DDQ they_PPHS2 are_VBR received_VVN ,_, and_CC meaning_NN1 is_VBZ also_RR conveyed_VVN through_II the_AT content_NN1 ,_, style_NN1 and_CC tone_NN1 of_IO the_AT signifiers_NN2 ._. 
</s>
<s>
A_AT1 further_JJR factor_NN1 to_TO consider_VVI is_VBZ the_AT &bquo;_" noise_NN1 &equo;_" or_CC interference_NN1 from_II other_JJ sources_NN2 which_DDQ may_VM affect_VVI the_AT clarity_NN1 of_IO the_AT message_NN1 ,_, while_CS the_AT channel_NN1 through_II which_DDQ the_AT message_NN1 is_VBZ directed_VVN must_VM also_RR be_VBI selected_VVN with_IW care_NN1 to_TO ensure_VVI clear_JJ communication_NN1 ._. 
</s>
<s>
Persuasive_JJ communication_NN1 &mdash;_- communication_NN1 designed_VVN to_TO provoke_VVI a_AT1 specific_JJ response_NN1 &mdash;_- has_VHZ been_VBN much_RR researched_VVN and_CC many_DA2 factors_NN2 may_VM come_VVI into_II play_NN1 ._. 
</s>
<s>
These_DD2 include_VV0 many_DA2 noted_VVN above_RL ,_, as_II31 well_II32 as_II33 the_AT role_NN1 of_IO opinion_NN1 leaders_NN2 and_CC charismatic_JJ figures_NN2 ,_, the_AT type_NN1 of_IO attitude_NN1 or_CC belief_NN1 which_DDQ is_VBZ in_II question_NN1 ,_, the_AT profile_NN1 of_IO the_AT audience_NN1 targeted_VVD ,_, the_AT number_NN1 of_IO times_NNT2 the_AT message_NN1 is_VBZ repeated_VVN and_CC the_AT relationship_NN1 between_II the_AT sender_NN1 and_CC the_AT receiver_NN1 ._. 
</s>
<s>
Communication_NN1 in_II organisations_NN2 can_VM multiply_VVI all_DB the_AT problems_NN2 inherent_JJ in_II clear_JJ communication_NN1 by_II a_AT1 factor_NN1 of_IO thousands_NNO2 ._. 
</s>
<s>
For_IF the_AT public_JJ relations_NN2 department_NN1 ,_, a_AT1 thorough_JJ understanding_NN1 of_IO the_AT structure_NN1 of_IO the_AT organisation_NN1 ,_, sound_NN1 information_NN1 and_CC an_AT1 agreed_JJ communications_NN2 policy_NN1 will_VM all_DB aid_VVI clarity_NN1 of_IO communication_NN1 ._. 
</s>
<s>
An_AT1 open_JJ communication_NN1 style_NN1 ,_, it_PPH1 seems_VVZ ,_, can_VM help_VVI in_II the_AT early_JJ identification_NN1 and_CC swift_JJ solution_NN1 of_IO problems_NN2 ._. 
</s>
<s>
Finally_RR ,_, a_AT1 thorough_JJ understanding_NN1 of_IO the_AT characteristics_NN2 and_CC potential_NN1 of_IO all_DB the_AT channels_NN2 available_JJ is_VBZ essential_JJ for_IF good_JJ communication_NN1 ._. 
</s>
<s>
It_PPH1 is_VBZ ,_, above_II all_DB ,_, important_JJ to_TO bear_VVI in_II mind_NN1 what_DDQ McQuail_NP1 and_CC Windahl_NP1 have_VH0 called_VVN the_AT &bquo;_" inter_JJ subjectivity_NN1 &equo;_" of_IO communication_NN1 &hellip;_... &bquo;_" since_CS all_DB communication_NN1 involves_VVZ more_RGR or_CC less_RGR elaborate_JJ exchange_NN1 and_CC bargaining_VVG between_II senders_NN2 and_CC receivers_NN2 ._. &equo;_" 
</s>
<s>
The_AT unpredictability_NN1 of_IO the_AT outcome_NN1 of_IO any_DD communication_NN1 is_VBZ what_DDQ makes_VVZ the_AT subject_NN1 a_AT1 matter_NN1 of_IO endless_JJ fascination_NN1 ,_, speculation_NN1 and_CC research_NN1 ._. 
</s>
