The study of communication is vital since it impacts on all facets of live. Therefore, it can be argued that communication is valuable in our life since it shapes the way we live. From real life experience, it can be observed that people use communication to express themselves. Without communication, it may be impossible for other people to know what their colleagues think or like. As such, it is important for people to exchange information in order for them to understand each other. We use communication in all facets of our life. For instance, we socialize through communication since we use it to exchange information. This also helps us to create mutual understanding among us so that our communities can be habitable if we understand each other. Conflicts in a given society are minimised if people understand each other through communication. Another important element about communication that makes it valuable in our lives is that it differs from place to place. There are also different types of communication, for instance, the most common ones are verbal and non verbal communication. In as far as non verbal communication is concerned, it can be noted that there are different signs that are used to convey meaning between two people involved. There is need for one to understand different signs used by other groups of people in order to communicate effectively with such people. Another important issue that should be taken into consideration with regards to non verbal communication is that
signs differ from place to place. It can also be seen that communication skills are required especially in verbal communication when one is to achieve his or her desired goals. In business for example, there are different communication skills that are used in order to achieve the desired goals. For instance, the communicator ought to use persuasive speech in order to appeal to the interests of the targeted people or customers. This in turn can compel them to buy the products offered. Therefore, persuasion is a very important component of communication. There are different concepts that characterise communication in different scenarios. The message itself is a very important concept in communication. When communicating especially for business, there is need for the communicator to design the message in such a way that it will convey the desired interests. If it is just general communication, it is also important for the communicator to make sure that the message is simple to understand. The way meaning is decoded from a message varies depending on the context in which it has been said. The same message can be interpreted in different ways and this element of communication should be taken into consideration by the communicators. The other important concept related to the field of communication is the channel used to convey the message. If communication is targeted at a large audience, then the communicator should choose the ideal channel that can be used to convey the message from the sender to the receiver. Failure to choose the appropriate communication channel can result in the communicator failing to achieve his desired goals. In mass communication, channels such as radio, television, print media as well as the media are widespread. However, the communicator ought to be careful when choosing the method of communication since the targeted audiences have various preferences in terms of choosing what they want to consume from the media. The other important concept that characterise communication is related to the aspect of audience. It is important for the communicator to identify the audience before disseminating the information in case of mass communication.