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Communication efficiency concept factors indicators. Information Theory and Psychea: What Affects Communication Effectiveness? Personal factors of communication

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General scheme of the effectiveness of the communication process

Communication is a complex, multifaceted and multi-element phenomenon. The structure of any communication, be it a friendly conversation, business negotiations, a dispute or a dialogue, can be schematically represented as follows:

In any communication situation, there are always at least two subjects - sender and recipient... The first one sends a certain message, the second, accordingly, receives it (there may be several addressees, if we take a presentation as an example, when one speaker addresses a whole audience). Under message means the entire set of information that is transmitted from the sender to the recipient. Communication channel is a kind of information transmission medium. Words (and to be absolutely precise, the meaning of words and sentences) are transmitted using verbal channel; sounds, intonation, tone and timbre - with the help of vocal; appearance, gestures, pantomime and micromimics - using non-verbal etc. Thus, using communication channels, the sender transmits the message to the recipient.

As a result, the recipient is affected - the effect. This can be thinking over information, agreement, disagreement, aggression, misunderstanding. Somehow it all expresses itself in feedback- in a response or message. In this case, the roles of the subjects change. The recipient, giving feedback, becomes the sender, and the sender becomes the recipient. In general, the division into sender and recipient is rather arbitrary, since either side is alternately both.

The key elements of the communication structure are communication barriers... Under communication barriers are understood as obstacles that distort the meaning of the message, hinder effective communication... The main types of barriers that stand out in the literature on psychology:

Logical - incomprehensible to each other, unequal logic of thinking;

Stylistic - the discrepancy between the communicator's speech style and the content or the communication situation, or the speech style or psychological state of the interlocutor;

Semantic - differences in word meaning systems

Phonetic - difficult for perception of the interlocutor's diction, or intonation.

In the theory of communications, there are two main types of barrier - objective and subjective... Physical noise, bad telephone communications, slow Internet during an online conference - all this refers to objective barriers independent of the subjects of communication. Subjective barriers are more diverse, there are several types of subjective barriers:

Semantic barriers - incorrect or ambiguous interpretation of the meaning of words, semantic shades of verbal means. This is especially true for complex terminology, slang expressions, borrowed words, professional vocabulary. Especially many problems of this kind arise in a multinational environment.

Perception barriers - ambiguous understanding or interpretation of information as a result of first impressions, stereotypes, certain internal attitudes, a conflict situation, personal rejection of a topic or interlocutor, etc.

Barriers of ignorance - often the interlocutors, having heard a word or concept unfamiliar to them, are embarrassed to ask again and admit their own incompetence, therefore they are silent. At the same time, the understanding of the general meaning of the message is lost or severely distorted.

Interest barriers - we willingly talk about what is interesting to us. If the topic of discussion is far from our circle of interests, the level of information perception is significantly reduced.

The emotional state of the interlocutor - when you find out that a pipe has broken at home, you are definitely not up to discussing the budget for the new year.

Inability or unwillingness to listen is the most common cause of ineffective communication. Not using the techniques of active or reflective listening, inattention, lack of interest in the topic or the interlocutor interfere with the correct, holistic and adequate perception of information.

Wrong context - communication happens at the wrong time and in the wrong place.

Non-verbal interpersonal barriers (gestures, intonation, inner meaning and other forms of non-verbal symbolic communication).

Incorrect / unsatisfactory feedback (for example, due to inability to listen).

In the structure of communication, it is of great importance context. This is the setting, conditions, external environment, a specific situation within which communication between subjects takes place. For example, talk to your boss about raising your wages during a fussy department meeting or corporate event in a quiet environment. The result in a given situation, as you understand it, may be different.

Thus, we have identified the main elements in the structure of communication. This:

Sender

Recipient

Message

Communication channel

the effect

Feedback

Communication barriers

Context

Communication results. When evaluating or predicting the results of communication, it should be borne in mind that the meaning of the message is not determined by the sender's desire(a source), but the perception of the recipient.

Communication efficiency are changes in recipient behavior that occur as a result of receiving a message. It depends on controllable factors (components of the communication process) and uncontrollable factors (environment of the communicant, his social memory).

Communication efficiency is reduced by barriers.

Communication is effective if the planned result is achieved on time without attracting additional resources.

Feedback makes communication a dynamic two-way process; it can be viewed as messages to the source containing data on the effectiveness of the act of communication. Positive feedback informs that the desired message result has been achieved. Negative feedback shows that the desired result has not been achieved. To improve communication efficiency, negative feedback is more practical than positive. The more actively feedback is used in the communication process, the more effective it is.

Communication can be called effective when the impact of barriers is minimized. A reasonable question arises: how to avoid communication barriers? Here are some tips:

Eliminate all objective barriers or move the communication situation into a more convenient and favorable context.

Determine the success of the context of the communication situation.

First, interest the interlocutor in the topic of discussion.

Before moving on to the message itself, make sure that the interlocutor does not have any perceptual barriers. If you notice, for example, the influence of stereotypes or any attitudes, you need to show empathy, improve the emotional background of communication.

Formulate the message as clearly and clearly as possible.

Use the most understandable vocabulary for the interlocutor in order to avoid semantic errors. You should not use complex or professional terminology if you are not sure that the other person will understand you.

Show constant attention to non-verbal symbolic communication - the tone of the message, gestures, facial expressions, etc.;

Provide regular feedback to the interlocutor. To do this, you should: ask questions to the recipient of information about the content of the message and the degree of its perception; evaluate the non-verbal reaction of recipients to the message, create an atmosphere of trust, benevolence and readiness to discuss emerging problems, taking into account the interests and needs of the recipients of information messages.

Useful skills for effective communication

Ability to hear and see what is important for our interlocutor. What are his needs and aspirations. Even if our interlocutor does not know how to communicate with us in the same way. Remaining "included in this process", despite the fact that our interlocutor speaks harshly and swears. This skill has been called "listening with the ears of a giraffe."

The ability to better understand what needs, aspirations and desires are hidden behind our grief, confusion, opposition and condemnation.

The ability to notice subtle and sometimes striking differences between feelings such as "I'm sad" and sensually interpreted ones like "I feel betrayed."

The ability to see the subtle difference between asking and demand, and how demands divide us, and how requests connect us.

The ability to truly understand the fact that if something is important to another person, it doesn't follow that we have to do it. That understanding people does not at all mean our agreement with them. And that our understanding of them does not mean that they are right and we are not. These misconceptions are key causes of misunderstanding in emerging conflicts.

Sadly, most often communication does not become effective, disagreements and misunderstandings appear not because of distortion and interpretation of information, but because of a banal unwillingness to listen carefully to a person, to understand him, to be imbued with his idea, thoughts, feelings ...

The effectiveness of communications - This is the ratio of the result obtained from the organization of communication activities to the cost of obtaining it. Reflects the interdependence of the costs of communication and the result obtained when achieving communication goals. Evaluation of the effectiveness of communications can be both quantitative and qualitative. The quantitative aspect is more inherent in commercial communications and is associated with the assessment of quantitative indicators (for example, how much the volume of sales, market share has changed; the effectiveness of advertising is determined, that is, the ratio of the effect obtained as a result of advertising to advertising costs). The quantitative nature of communications is more difficult to measure, as the assessment is based on qualitative indicators

The effectiveness of communications is influenced by: the choice of communication channels (vertical, horizontal, ascending, descending); organization of access to information; ways of transferring information (verbal and non-verbal); the quality of information is characterized by its completeness, openness, transparency, reliability, clarity of wording, understanding of the transmitted information by all participants adequately. the quality of personnel implies the level of qualifications, the range professional competencies staff.

Communication indicators affecting the development of organizations, subjects of the communication process - the sender and recipient of the message (communicator and recipient); means of communication (words, pictures, graphics) as well as the channels through which messages are transmitted from the communicator to the recipient (letter, telephone, radio, Internet) the subject of communication (some event, phenomenon) and the message displaying it (article, order) effect communication - the consequences of communication, expressed in a change in the internal state of the subjects of the communication process, in their relationships or in their actions

Improving communications in the organization The first point provides for the technical support of communication processes. Modern organization must have the necessary technical means to exchange information vertically and horizontally. Such means can be a branched internal telephone connection, computer network, e-mail communication system with remote subdivisions, video conferencing system. The second point is to outline the optimal organization of the company's workflow. The creation of such a system should provide for the fastest possible passage of documents from senders to recipients. The third point is the correct placement of filters on the path. information flows... Such filters should provide: addressing information on specific recipients; sorting information according to the degree of importance to the recipient; prevention of information overloads of participants in the communication process; The fourth paragraph establishes the procedure for working with external information. The fifth point concerns the features of speech interpersonal communications. Management needs to develop forms of such communications, separately for different categories personnel - for top managers, for middle managers, for ordinary employees and for the entire team as a whole. For top managers, the most optimal means of exchange of information will be meetings held on a regular basis, established in the adopted work schedule.

The sixth point of the program provides for the creation of an effective feedback system that allows, firstly, to control the timeliness and adequacy of information assimilation, and, secondly, to speed up the management's response to initiatives coming from below. Feedback can be organized in the form of: regularly conducted surveys, both middle managers and ordinary workers; bids collection system, organized in the form of boxes for written proposals The seventh paragraph provides a policy of management in relation to rumors. It is desirable that the management learn to manage the process of spreading rumors. This can be done by identifying the channels for the spread of rumors and putting them under control. Rumors harmful to the general atmosphere of the company must be immediately suppressed, publicly or by launching counter-rumors through the same channels. The eighth paragraph should contain a mini-program for improving the culture of interpersonal communication. The point is that each leader must learn himself and teach his subordinates to clearly formulate the task contained in the transmitted information, choose the right channel for transmitting information, learn to follow the language of their own postures, gestures and intonations, learn to express their thoughts correctly, be open to communication ...

Conclusion

Sociability - the ability of a person to establish business contacts, the ability to listen and "hear" the interlocutor, while respecting their interests.

Being sociable is important, especially for the sales manager and sales assistant, but it can also play an important role for other professionals in difficult times. To win over the employer, agree on a change employment contract, quickly "join" a complex team - all this can be easily done by a sociable person.

Is communication an innate quality? Or can you “train” communication with other people by reading psychological books or participating in trainings? Of course, some are naturally given to feel the interlocutor, to be on the same wavelength even with an angry client. But this does not mean at all that the rest should not work on themselves, not try to establish friendly relations with colleagues or neighbors on the staircase.

Sociability, in my opinion, in our modern world is the most important criterion for a successful life. Thanks to such a quality as sociability, it is much easier for a person to build relationships with people around him. And this applies equally to both interpersonal and business relationship... Because specialists in the field of service are required not only for high professionalism, but also for a deep understanding of the principles of communication. Specialists in tourism, museum services, home management should be perfectly able to conduct a conversation in a qualified manner, in general, feel confident in both everyday and business spheres of communication.

List of used literature

1. Goikhman, O. Ya. Speech communication / O. Ya. Goikhman, T.M. Nadeina. - M .: INFRA - M, 2001 .-- 100 p.

2. Russian language and culture of speech: textbook. manual / Under. ed. O. Ya. Goykhman. - M .: INFRA - M, 2002 .-- 187 p.

3. Psychology of communication: textbook. manual / A.A. Leontiev. - 4th ed. - M .: Academy, 2007 .-- 368 p.

4. Psychology business communication and management: textbook / L.D. Stolyarenko. - 5th edition. - Rostov-on-Don: Phoenix, 2006 .-- 416 p.

5. Evseeva L.A. Communication strategy abroad // Innovations - 2002. - №4. - With. 59-61.

6. Ivanov I.A. Innovation management: Textbook for universities. - Rostov-on-Don: Publishing House BARO LLC - PRESS, 2001.

7. Innovation management: Tutorial/ Under. ed. L.N. Ogolevoy - M .: IFRA - M, 2002.

8. Innovation management: Textbook for universities / S.D. Ilyenkova, L.M. Golberg, S. Yu. Yagudin and others; Ed. S. D. Ilyenkova. - M .: Banks and stock exchanges, UNITI, 1997.

9. Innovation management. Textbook / Ed. S. D. Ilyenkova, - M .: Unity, 1997

10. Kruglova Yu.Yu. Innovation Management: Textbook. 2nd ed., Add. - M .: Publishing house RDL, 2001.

11. Radionova S. P., Radianov N. V. Assessment of investment resources of enterprises (innovative aspect). SPb: "Alpha", 2001.

12. Fatkhutdinov R.A. Innovative management= Innovatory management: a textbook for university students in the specialty and direction "Management". - M .: Business School "Intel-Sintez", 1998llbest.ru

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What is communication?

Scientific definition: communication is an effective synchronous or diachronic interaction, the purpose of which is to transfer information from one subject to another. For example, you are talking to a friend, or you are reading a letter from a colleague.

At the household level: communication is a discussion of a project with a colleague, sending email, website of your company, packaging on the shelf, advertising on TV and much more. In any case, in communication there is always a structure “source -> information -> person”.

The linear communication model proposed by the American political scientist and sociologist Harold Lasswell:

Who is reporting?
What does it say?
Which channel?
Whom does it tell?
What is the effect?

Someone -> something -> informs someone -> through some channel -> and for a specific purpose. If it is not clear to whom and with what effect the information should be sent, then the communicative act will not take place, since no changes will occur as a result of this communication. As the proverb says: flew into one ear, flew into the other.

Therefore, there is such a thing as communicative effect- a decrease in the level of uncertainty due to the acquisition of new knowledge, excitement of emotions (anger, joy, sadness, fear), motivation for action, change in attitudes and behavior.

Examples of communication effects

Example 1: Lecture by a teacher

Reporting by: teacher.
Which reports: Fermat's theorem.
On what channel: on the auditory channel (the lecturer speaks, the student listens).
To whom he informs: a student.
With what effect:
- The goal of communication has been achieved (communication is effective): the student listens carefully to the lecture and applies the theorem to solve problems.
- The goal of communication has not been achieved (communication is ineffective): the student “hits the bulldozer” in the lecture and does not apply the theorem.

Example 2: Product on the shelf

Reporting by: manufacturer.
That says: buy my product.
Which channel: packaging on a store shelf (distribution channel).
To whom he informs: the buyer making a decision at the shelf.
With what effect:
- The goal of communication has been achieved: the product is purchased.
- The purpose of communication was not achieved: a neighboring product was purchased.

You can already see that there is such a thing as "communication efficiency". Let's see how you can influence it.

What determines the effectiveness of communication?

The structure of communication according to the Shannon-Weaver model

One of the more popular models was proposed by engineers and mathematicians Shannon and Weaver in the middle of the 20th century. Each communication is considered as encoding and sending a signal, which is then decoded by the recipient.

In the example of a lecturer and a student, the signal source is the lecturer, where the transmitter is his vocal apparatus. He tells the material and creates sound waves (signal), which through the air reach the recipient of the addressee. The channel in this case is the air in the classroom between the lecturer and the student. The receiver is the student's ears.

In the example about a product, the signal source is the manufacturer, where the transmitter is the packaging (shape, weight, color, symbols, price, etc.). Channel is a shelf in a store. Signal - a complex image of a product at the time of contact. The receiver is the buyer's eyes.

The communication structure in this model is as follows:

The communicator encodes the message: the lecturer formulates the thought in consciousness, the logic of the statement, selects the right words, intonation, intensity.
The transmitter is sending a signal: the lecturer's vocal apparatus emits appropriate sounds, sound waves are transmitted through the air
Channel interference affects the signal: if the lecturer is far from the students and speaks softly, then some of the information is lost. If one of the students is talking nearby, then some of the information from the lecturer is also lost, because another signal is mixed with the main one.
Receiver receives the transmitted signal: Sound waves enter the student's hearing aid and are transformed into words and meanings.
The receiver decodes the signal (recovers the message): ideas and attitudes related to the information received from the lecturer arise in the student's mind.

Stage 1. The concept of an encoder and a decoder in communication: how it happens

Telepathy has not yet been invented, so information coding systems must be used to convey a message.

Coding- the process of transforming the ideal meaning of a message that has arisen in the mind of the communicator (lecturer) into the form necessary for this message to be able to reach the recipient (student) through a given channel.

Decoding in a broad sense, the process of restoring the original meaning of a message from the received signal. What the student will understand from the teacher's lecture is what he decodes.

In the Shannon-Weaver scheme, it can be seen that the signal source is the encoder - the communicator encodes meanings and translates them to the addressee. The signal enters the receiver of the addressee and the decoding process takes place. The decoder is the addressee.

In the lecturer example, the coder is the lecturer himself, and the decoder is the student. The encoder sends a signal in speech form, which is interpreted by the decoder, that is, the listener.

The example with the lecturer's speech and students is quite understandable. But you can look at more hidden coding examples.

Images in Coca-Cola ads

Coded signal: Coca-Cola lemonade is drunk during the New Year. Coca-Cola is a holiday. Holiday = Coca-Cola.

Key visual from Pepsi ads

Coded signal: Pepsi-Cola lemonade is drunk by young, energetic, athletic and popular people. So Messi drinks it too. Be like Messi. Pepsi lemonade = youth, energy, sport.

Coded signal: The owner of Mercedes is the Lion King. Buy a Mercedes, you will feel like a King. Mercedes = to be king.

Coded signal: Giraffe is a small child (head-to-body ratio, eye sizes and proportions). We are the same as your baby.

What do we see?

In fact, the coder here is the author of this communication. The designer (director, cameraman, creative, etc.) who packaged the information and sent the signal in the form of a TV ad, poster or packaging. The decoder is the audience that receives this signal in a particular channel (TV, shelf in a store, street banners, etc.).

using the image of "lion", they create a connection with the concept of "king"
highlighting the Christmas situation, forming a lasting bond: Coca-Cola is a holiday
showcasing the energy and appeal of Messi, create a sense of status and energy in the Pepsi brand
By broadcasting the image of a small child, the brand forms an emotional connection with the buyer

With the help of symbols and images, a holistic emotional image-metaphor (a kind of gestalt) of the brand is formed in the mind of a person. Moreover, such a formation takes place at an unconscious level, which is not controlled by the recipient.

However, not all communication is effective. Why do some messages achieve goals while others go to waste?

Stage 2. The concept of "noise" in communication: why communication has different effectiveness?

If you knew how rarely we are understood correctly, you would often be silent.
Johann Wolfgang von Goethe

Everything is ideal only in fairy tales and annual media strategies. There are always losses in the real world. And in the Shannon-Weaver model, there are key stages where partial signal loss occurs. Losses are related to noise.

Noise- any source of distortion of the volume and meaning of the message.

There are 2 types of noise:

Mechanical noise (channel noise, technical loss)- due to the imperfection of the channel through which the signal moves.
Semantic noise (sense loss, source and destination noise)- due to semantic distortions during encoding and decoding.

Mechanical noise is interference in the channel itself, due to the fact that during the transmission of a signal it loses its strength and dissipates. If you only show a video on television once, people will quickly forget what it was about. If you put only one outer shield in big city then the signal will be too weak to be noticed. If your product hits the shelf in only one store out of a thousand, then expect big sales don't have to.

Semantic noise is a misunderstanding of the meaning of a message. That is, the encoder sends a signal that cannot be decoded by the decoder.

We all know the children's toy sorter.

The child learns to select the appropriate shapes for objects so that they fit the holes. If he selects the correct shape, then it easily and without difficulty passes into the corresponding hole. If not, he will try to push the wrong shape into the wrong cell.

The same thing happens in the mind of the consumer - if the brand communication matches the codes target audience, then it passes easily and without resistance, achieving the desired effect. And if not, decoding does not take place, the audience does not understand the meaning and ... sales are falling. Money is spent on advertising, but the effect is negative.

Examples of noise

Example 1. Mechanical noise of the channel through which the signal goes

Imagine a lecturer reading in a room like this:

If there is no microphone in the room, then the students at the far end will not hear anything, as the sound will be absorbed by the air. The lecturer will not have enough strength to shout to them.

Another example of channel noise is interference from another signal source. For example, the packaging of competitors on the shelf next to which your product is located:

Each brand on the shelf sends its own signal, which is blocked by its neighbor.

Example 2. Semantic noise of encoder and decoder

Imagine that you were told the most important information on how to achieve success and find a treasure, but did it in Swahili ... If you know Swahili, all that remains is to congratulate you! But in most cases, this information will remain a meaningless set of sounds. The fact is that you do not have a signal decoding system, that is, knowledge of this language.

Not knowing your system of codes, the sender encoded the information in such a way that it, in principle, could not be decrypted.

An example of a semantic coding error

Or, for example, a brand conveys values that are not acceptable in a specific socio-cultural environment. For example, here are the following: in an advertisement for tea, a father says to his daughter - "and there was Valera in my life."

In the territory Russian Federation Such a statement by an adult man, and even in the presence of his child, will raise many questions. The message that the authors have coded will be decoded by mistake in the vast majority of cases. I wonder how their sales were.

Stage 3. So what influences the effectiveness of communication?

Brand communication will be effective if you achieve minimal semantic loss and can overcome channel noise. It is necessary to study consumer psychology and design communication that will be correctly interpreted, because it uses familiar meanings and images.

Speak the same language with your audience

To reduce semantic noise, you need to have a good understanding of your target audience. So, to speak in a language she understands.

Studying your consumer, find the answer to the question: what is his system of codes in which he operates? What are his socio-cultural norms and attitudes?

This is why there is a research stage:

By analyzing the market, you will understand trends at the social level: consumer trends, consumption patterns, technological shifts that will affect the market in the future.
Studying the communication of successful competitors, you will find out what semantic fields they activate in the minds of target audiences, what they “code” in their signals (products, packaging, advertising, etc.)
Using in-depth interviews, point-of-sale observations, cognitive research, you will be able to understand exactly what meanings can be used in relation to your brand and category. Having studied your consumer, you can accurately identify which symbols, forms, verbal and non-verbal metaphors you need to use in order for communication to occur without loss and achieve the desired business results.
By designing a customer journey map (consumer journey), you will know exactly where, how, at what moment and what the brand should broadcast to its customers in order to become the “only” top of mind in the category.
By conducting quantitative research, you can test hypotheses and insights from people and create communication as accurate as a sniper's shot.

By delving deeper into your target audience's decision-making, you can design the architecture of choice and manage what your competitors can't copy - customer experience. By creating communication of this level, you open up the opportunity to build a brand that goes beyond economic relations with the consumer and will find the shortest path to the human heart.

Carefully study the features of the channel in which you work

To effectively overcome channel noise, you need to know and be able to work with the following areas:

the consumer journey: where it meets your product, at what points it makes a decision, how it uses the product, what happens all the way. This will provide an understanding of the most effective communication channels.
specificity of the channel: reach, relevance, audience type. Know where to invest to get the most ROI
possibilities of perception in the channel: format, signal availability through visual, auditory, kinesthetic channels of perception. You will learn how the contact must be built in order to achieve the goals.

Understanding the specificity of the channel helps to reduce or minimize noise. Knowing how, for example, “the shelf works” helps to build the correct shelf talkers and wobblers system, to choose clearly distinguishable fonts, colors and images, to achieve the correct placement and proportion on the shelf, etc.

Understanding how your audience uses a web service or online store (devices, time of day, typical scenarios, etc.) allows you to accurately design UX interactions, interface types, colors, icons, etc. Knowledge of consumption patterns will help you build an effective strategy of mailings and activations for repeat purchases or upsells.

The choice of the channel will affect the amount and volume of information: outdoor advertising on the highway must be understood in seconds (for passing drivers), and a product promo booklet can contain a lot of information (it can be read in a relaxed mode), etc.

By studying the specifics of the channel in which the brand meets the consumer, you can maximize the return on every monetary unit invested in creating and delivering a product to your consumer.

The Role of Branding and Marketing in Communication

It is not enough to produce a product and deliver it to the consumer. Indeed, the moment he abandons it in favor of another, you will lose everything that you invested in its creation and delivery.

To avoid this, you need to understand what your signal should be in order for the consumer to understand and fully understand it. This is exactly what branding solves.

The role of branding in modern communication - overcoming semantic noise. Branding is not "drawing", but meaning design. The semantics of your message is what branding is responsible for.

Delivery of the product to the consumer, sending advertising messages, distribution - all this is working with the channel, that is, overcoming mechanical noise.

The role of marketing Is the delivery of your message / signal / product.

Finally

The time we spend recognizing advertisements is decreasing rapidly. Now a person is bombarded with a stream of about 34 gigabytes per day. Within 20 years, the amount of information consumed will grow by 100%. This suggests that the requirements for the availability and capacity of communication messages are growing rapidly. That is, any noise can become critical for your communication. Therefore, only those brands that rely on a deep understanding of the consumer and scientific approaches to branding and marketing, will be able to survive and take leadership positions in their categories and the minds of people.

In the next article, we will talk about the third foundation of the Psychea model - the ontology of common sense.

As already noted, communication between people, in contrast to communication between animals, is clothed in various forms, is subject to the appropriate conventions and laws. On this basis, communication in each specific case occurs with varying degrees of success and effectiveness. Observations show that in order to achieve high efficiency of communication, interpersonal perception is very important, that is, an integral reflection of the external appearance and behavior of another person, his understanding and assessment. It can be adequate (that is, true) or distorted. Often, the reflection of the other is inadequate due to the individual characteristics of the partner and the lack of communication skills, as well as the ability to “read” the character and intentions of others by elements of verbal and non-verbal signals. As a rule, the formation of an opinion about another person is influenced by the first impression of him.

However, ultimately, the success of communication is determined by a number of indicators, among which the most important are the pragmatic and socio-psychological aspects. In the first case, the effectiveness of communication is determined by the achievement of the set goal and the success of overcoming the obstacles that have arisen in the course of its achievement. From a socio-psychological point of view, the most important is satisfaction from the communication process itself (when during communication there is no feeling of annoyance, long pauses, psychological contact and trusting relationships with a partner are established). This is accompanied by the absence of difficulties: tension, stiffness, internal barriers and constriction. In other words, it is a subjective sensation associated with a sense of completeness and stability of interpersonal relationships in the absence of fears, suspicion and feelings of loneliness.

The success of communication is also manifested in the achievement and maintenance of contact with a partner in order to stabilize interpersonal relationships, their consent and mutual fitness. In this case, a successful outcome is understood not so much as a specific end result, but rather as a process in which both partners must make an equal contribution.

Thus, the success of communication is an integral characteristic of a person's communicative behavior. In this context, interpersonal communication is a process that is regulated by both certain socio-cultural laws and culturally established rules. And this process is determined simultaneously by both external influences (stimuli) and the internal state of a person.

2.4.2. Personal factors of communication

The forms and results of the communication process are largely determined by the characteristics of the individuals participating in them. In turn, these characteristics are entirely determined by the norms and values of the culture of which a person is a representative. After all, all personal characteristics are the result of inculturation and socialization. The way of thinking, self-awareness, ways of expressing emotions, habits depend on this. In accordance with the norms and values of culture, a person acts, plays certain social roles and turns out to be capable, to a greater or lesser extent, of communicating with other people.

Assessing the characteristics of a person and their influence on communication processes, first of all, it is necessary to highlight the formal and personal characteristics: gender, age and marital status. But the specificity of communication is also associated with a person's professional affiliation. Indeed, in any culture, women's behavior differs from men's behavior, and the same applies to the behavior of adults and children. There are rules of communication in women's and men's groups, children and adults. Men communicate with women and children with adults in different ways in different cultures. Thus, Asian women traditionally do not look into the eyes of men, especially strangers. And in Western European cultures, on the contrary, normal communication, both among men and among women, requires constant eye contact.

Children in almost all cultures communicate with each other quite freely, but in contact with adults, they should show more respect. So, Russian children speak to each other on "you", but with adults (if they are not parents) - on "you".

Their own rules of communication exist within the family, professional groups. They also vary from culture to culture.

In addition to formal and personal characteristics, individual psychological traits of a person's character have a significant impact on communication: sociability, contact, communicative compatibility and adaptability.

Sociability- one of the most common and primary traits of a person's character. It is largely associated with the type of temperament. Sociability expresses a person's need for other people and contacts with them, the desire for these contacts, their intensity and ease. It is characterized by the ability not to get lost at the moment of communication, to establish friendly relations, to take the initiative in contact.

Sociability as a character trait presupposes the presence of communication skills that provide ease of communication and facilitate contact for your partner: the ability to listen, speak out to the place, maintain a conversation and change the topic of conversation in time. Usually this is associated with the possession of gestures, facial expressions, intonation and other verbal and non-verbal communication means. The opposite is closedness.

Contact- specific social quality, which is based on natural sociability. This is the ability to enter into psychological contact, to form, in the course of interaction, a trusting relationship based on mutual consent. Contact is ensured by the possession of communication and self-regulation skills, as well as the personality traits of a person that underlie these skills.

Contact is formed in the early stages of a child's life in the process of inculturation on the basis of the psychophysical structure given to him. It is expressed in the ability to manage the situation of communication, to own, for this purpose, one's state, body, to change, if necessary, the measure of one's openness and the means of influencing a partner.

Communication compatibility represents the willingness and ability to cooperate, to create a relaxed atmosphere of mutual satisfaction with communication, to ensure a good climate in the group. It arises on the basis of mutual understanding and consistency of a common position, and is characterized by the absence of such unpleasant consequences of communication as stress, annoyance, psychological discomfort.

Adaptability in communication, it is a willingness to revise habitual ideas and decisions, the ability to respond flexibly to changing circumstances. Good adaptability means a high degree of personal freedom in contacts. This is expressed in the ability to maintain perseverance, self-confidence and in their principles. Therefore, although adaptability is associated with conformism, this connection is not direct.

The communication process is also influenced by characteristics such as self-control, self-awareness, communication comprehension, communication style and locus of control.

Self-control- This is self-observation and self-analysis in a communication situation, which are carried out in order to achieve social adequacy. A self-controlled person always cares about how his actions correspond to the social norm, and uses the behavior of his communication partner for self-correction.

It is believed that people with high self-control are well learnable and socially adaptive in new situations, have good control over their emotions and are able to make the impression on people that they want to make.

The American scientist V. Gudikunst conducted an interesting study in 1981, in which he showed that Americans (representatives of an individualist culture) demonstrate a greater degree of self-control than the Japanese and Koreans (collectivist cultures). Perhaps this is due to the fact that representatives of individualistic cultures in any situation strive to preserve their personal identity, and behave the way they are accustomed to. In collectivist cultures, it is important for a person to know the context of communication, to have an idea of the participants in communication, to know their status. Since this information is not always available, they may behave in a culture that is unusual for their partners.

Thus, in collectivist cultures, self-control depends on knowledge of the context of communication, and in individualist cultures, on knowledge of oneself.

Self-awareness of personality- this is the stable property of an individual to direct attention to his own internal or external actions and deeds. Self-awareness has three aspects: personal self-awareness (attention to one's thoughts and feelings), public self-awareness (knowledge of oneself as a social subject, of the perception of oneself by other people), social anxiety (discomfort in the presence of other people). Thus, it was found that people with a high level of personal self-awareness are more emotional and better aware of their relationships with other people. In different cultures, different aspects of self-awareness are given priority in development.

Thus, Gudikunst, in the same study, showed that Japanese and Koreans show higher social anxiety than Americans. He attributed this to a high level of uncertainty avoidance, a rejection of duality, which are more developed in Korea and Japan. For this reason, representatives of these cultures experience greater discomfort and uncertainty in intercultural communication than Americans.

Public self-awareness is associated with focusing on oneself, on one's influence on others, but without taking into account the social context. Therefore, it develops more in individualistic cultures.

Personal self-awareness is associated with introspective attention to oneself, to one's thoughts, feelings and relationships. Therefore, it develops more in cultures that value diligence, motivation for achievement, which is impossible without a clear understanding of oneself and one's capabilities. The Japanese demonstrate a high level of personal self-awareness.

Communication comprehension, or communicative understanding, - a relatively constant, typical for each individual orientation towards a certain way of communication in various situations, the ability to understand the interlocutor. The communicative understanding is the higher the more people prone to loneliness, is in social isolation, he has developed public self-awareness, he is prone to loss of self-control and dogmatism. In other words, people who are prone to self-isolation, withdrawn and conservative, feel the interlocutor more faithfully than socially successful, self-confident bright individuals. According to V. Gudikunst, it is the experience of failures in communication that develops heightened sensitivity to the internal states of another person, contributes to a deeper and more correct understanding of him.

Communication style is a way of transmitting information in the process of communication. The interpretation of the content of the message, its understanding and presentation depends on this. There are usually ten main communication styles (ways of interacting with other people in the process of communication):

Dominant - the desire to reduce the role of the other in communication;

Dramatic - exaggerated emotional coloring of the message;

Controversial - aggressive or proving;

Calming - reducing anxiety in communication;

Impressive - striving to impress the interlocutor; I

Accurate - striving for accuracy and accuracy of the message;

Attentive - showing interest in the other person and what they are saying;

Inspired - frequent use of non-verbal means of communication (facial expressions, gestures, body movements, etc.);

Friendly - the desire to encourage the interlocutor for further communication;

Open - the desire to express your opinion, feelings, emotions. The choice of communication style depends both on the norms and values of the culture in which communication takes place, and on the person's personal communication experience. In a study by V. Gudikunst, it was noted that in the USA attentive, controversial, dominant and impressive communication styles are more developed. Japan is more characterized by a calming, dramatic and open style. Such research results are understandable. If culture is characterized by a high level of uncertainty avoidance (Japan), then openness and drama in communication will develop in it. Representatives of individualistic cultures are more attentive in communication, like to argue and leave an impression about themselves.

Locus of control- a deeply personal characteristic of an individual, showing how much a person perceives himself to be responsible for everything that happens to him. If a person accepts this responsibility, believes that only he himself determines both the positive and negative consequences of his behavior, then we can talk about the internal (internal) locus of control. If a person perceives his life as happening by the will of fate, does not believe that the future depends only on him, then we are talking about an external (external) locus of control.

So, a person with a developed internal locus of control will look for the reasons for his failures in himself and believe that he did not have enough knowledge or skills to successfully implement any business. If a person has an external locus of control, then he will blame external circumstances, other people, but not himself for his failure.

Locus of control is a characteristic that depends on a person's cultural background. Researchers suggest that collectivist cultures with a low level of uncertainty avoidance develop an internal locus of control, while other collectivist cultures are characterized by an external locus of control. Individualist cultures, as a rule, have an internal locus of control, but if they develop a desire to reckon with other people, this can contribute to the development of an external locus of control.