UNDERSTANDING THE CONCEPT OF COMMUNICATION

In view of the last process of building consumer brand loyalty, it is imperative to discuss the concept of communication in this regard. In the words of Anaeto et al (2008), communication is a many-sided phenomenon. It means different things to different people. It is a process or a means of access to the minds or thoughts of another. Communication is an exchange of meaning. Each participant comes into the communication situation with his or her own experience which he/she hopes to exchange with other participants. Wilson (1997) opines that communication can also be seen as a reduction of uncertainty. Without communication – through reading, listening (the receptive skills), speaking and writing (reproductive skills) – mankind will find it hard to unravel some of the mysteries of life.

In reality, communication is what makes the world go round, a kind of life-giving elixir. It is the engine that
works human activities. To communicate means to give life to symbols, words and relationships.

Communication dates back to the prehistoric times when symbols and signs were used to identify objects and interact amongst the cave men. Different animals have many different ways of communicating with each other and with other species. But man is believed to be the only creature that possesses the ability to use language as a means of communicating message to others.

In its most general sense, communication means the transmission of meaning from one person to another through sound, signs and symbols. But it could also mean a complex process of production and dissemination of shared values among people.

The history of oral communication dates back to prehistoric times, to the very beginning of man’s use of language. Although most accounts of the evolution of communication emphasize a Western perspective because of its technological innovation, there are different histories of communication unique to the cultures of different societies.

Interpersonal communication as one of the types of communication was always common to peoples of all cultures in the early times of mankind.

In African societies where human life is believed by some historians to have begun, oratory –which is the ability to speak persuasively and impressively in the public space –was regarded very highly from the earliest of times as a communication art form. Talking drums, town criers, smoke, community ambassadors, masquerade drama and many other forms had also been used to communicate meaning and message in African communities. Cave drawings and Hieroglyphics were some of the earliest forms of African writing.

Having highlighted the history and start-up of communication, one need to ask: what then is communication? According to G.G. Brown, “Communication is transfer of information from one person to another, whether or not it elicits confidence. But the information transferred must be understandable to the receiver”.

Communication is giving, receiving or exchanging ideas, information, signals or messages through appropriate media, enabling individuals or groups to persuade, to seek information, to give information or to express emotions.

This broad definition includes body language, skills of speaking and writing. It outlines the objectives of communication. It emphasizes listening as an important aspect of communication. However, as a result of the history of communication, other types of communication have evolved, giving way to interpersonal communication (which is the most practiced form of communication), to mass communication (which is a broader form of communication that makes  use of media channels such as radio, newspapers, TV). Group communication has also evolved alongside other forms of communication. For the purpose of this study, emphasis will be placed on marketing communications.

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