BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY)

Second Year BBA LLB Semester IV

Business Communication

Unit 2 : Attributes which determine the means of Communication

Various Means of Communication

Most of our communication is with words. Language is a common system of symbols which we use
for sharing our experiences with others. We do communicate a number of things by our facial
expressions, movements, clothing, and so on, whether we speak or not. We can also use other symbols
like pictures, colours, signs and sounds to communicate. Communication with words is called verbal
communication; communication with other symbols is called non-verbal communication.

Verbal communication may be oral or written. Both are naturally accompanied by non-verbal
symbols; facial expressions, gestures, voice quality, etc., always form a part or spoken language;
paper quality, type, appearance of the document etc., form a part of written language. Both can be
enhanced by careful and conscious use of non-verbal symbols; body language can be practiced and
cultivated for better oral communication; pictures, charts, graphs, colour maps can enhance written
communication.

Written communication can greatly extend the field and powers of oral communication. Writing
overcomes the limits of space and time which confine speech. A written message can wait for the
attention of the receiver while speech requires immediate attention. This short coming of speech has
been overcome by modern technology. It is now possible to use Dictaphones and leave voice mail on
the telephone which will be heard by the other person later.

Oral Communication

Oral communication occurs in situations like conversations, telephone talk, interviews, conferences,
presentations, negotiations, group discussions and meetings. Each of these situations require special
oral communication skills.

Oral communication is more natural and immediate. It is natural to speak when the other person is
present. We speak to communicate in informal situations. We also speak in formal and official
situations like interviews and meetings and presentation. Many persons feel nervous and cannot speak
easily in formal and official situations; it needs training and practice to speak effectively in a formal
situation.

Oral communication requires both parties to be present and attentive at the same time. The need of
personal presence makes certain demands on the skills of both; each must be able to respond to the
body language of the other, and must be able to respond immediately to what the other says.

Most persons in an organization are constantly involved in oral communication situations of all kinds.
You need to be aware of the subtle, non-verbal communication which accompanies oral
communication and take care to cultivate it. A person who has cultivated it to a high degree strikes
the audience as a ‘polished speaker’, and can convey meaning effectively.

Different channels of Oral Communication:

Face-to-face conversation: Oral communication is best when it is face-to-face. A face-to-face setting

is possible between two individuals or among a small group of persons at an interview, or in a small
meeting; communication can flow both ways in these situations. There is immediate feedback, which
makes clarification possible. Besides, a face-to-face setting offers a richer communication experience
owing to the close presence of the living personality whose voice, tone, expression, eye contact, and
movements add significance to the words.

Telephone Conversation: Telephone has overcome the need for both parties to be present at the same
place. Telephone conference facility allows three or five persons at different places to have a
conversation together. Telephone talk depends entirely on the voice. It does not have the advantage
of physical presence. Clarity of speech and skillful use of voice are important. There can be confusion
between similar sounding words like “pale” and “bale”, or between “light” and “like”. Names and
addresses communicated on the telephone are sometimes wrongly received. It is therefore customary
to clarify spellings by saying A for apple, B for banana and so on. Telephone skills and manners are
necessary for everyone who speaks on the telephone.

Presentation: a presentation is a formal, well-prepared talk on a specific topic, delivered to a

knowledgeable and interested audience; the audience may consist of just one or up to fifty or more.
The larger the audience, the more difficult it is to make an effective presentation. If the audience is
large, a microphone has to be used; old fashioned microphones cause some restriction in the
movement of the speaker, but modern collar mikes are more comfortable.

A presentation has face-to-face setting, but it is largely one-way communication, and the speaker has
to make careful arrangements for feedback and for interaction with the audience. A presentation is
always followed by questions from the audience. The general tone of a presentation is serious and
businesslike, though a touch of humour can enhance the presentation; visual aids are also used to
support the oral communication.

A good deal of the success of a presentation depends on the environment and the arrangement in the
room.

Public Speech: A public speech is given to a large audience through a microphone. It has a face-to-
face setting but the distance between the speaker and audience is great; this distance increases as the
audience gets larger, as in an open-air public meeting. Feedback is very little as the speaker can hardly
see the facial expressions of people in the audience. A public speech is followed by applause from
the audience.

The purpose of a public speech may be to entertain, to encourage and or to inspire. The success of a
public speech depends on the arrangements and on the speaker’s skill in using gestures and voice,
and using the microphone.
Interview: An interview is a meeting at which one person or a panel of persons, who are the
interviewers, discuss a matter with another person or ask questions of another person, who is the
interviewee. An interview is structured, and is characterized by question-and-answer type of
communication. The environment and the arrangements in the room influence the communication in
an interview.

The purpose of an interview is, usually, to assess, to judge whether it would be worthwhile to enter
into a business relationship with the other. Each side makes an assessment of the other.

Group Discussion: A group discussion is a meeting of eight or ten persons for discussing a given
topic. The group has a problem or a topic to discuss and find a solution or come to a conclusion within
the allotted time of half hour to one hour. It is a joint effort of the group. While it is not a very formal
situation, the communication has to be controlled and focused on the task. There is no appointed
leader, but a leader may emerge during the discussion. Often, several persons show leadership
qualities, and control and guide the group to a conclusion. All participants need discussion skills.

A group discussion is a very stimulating and useful communication activity. It helps in understanding
a situation, in exploring possibilities and generates a multiple point of view. Group discussion is used
as a tool for selecting candidates by observing their behaviour and abilities in the group activity.

Negotiation: Negotiation is official discussion between representatives of opposing groups who are
trying to reach an agreement. Buyers and sellers negotiate to settle the final price, management and
employees negotiate to settle their differences. Negotiation is a very difficult form of oral
communication and requires complex skills. Both parties have to be shrewd, intelligent, controlled
and skilled communicators. Negotiation work is assigned only to experienced and especially skilled
persons.

Meeting: A meeting usually involves many persons; there is a chairman or leader who leads and
guides the communication and maintains proper order. A meeting is a highly structured event. There
is a fixed agenda, that is, a list of items to be discussed at the meeting. Persons attending the meeting
are informed of the agenda in advance and are expected to be prepared for a discussion. The items
are discussed strictly in the order of the agenda, and other discussions are not permitted during the
meeting.

A meeting is backed up by written communication in the form of notice of the meeting and agenda
circulated before the meeting, taking notes during the meeting, and writing minutes of the meeting.

Meetings are of many types, from the small committee meeting of three or four persons to the large
conference or shareholders’ meeting.

Advantages of Oral Communication

Oral communication is the most frequently used means of sending messages because it has certain
distinct advantages. Some of these advantages are as follows:
1) The greatest advantage of oral communication is that it provides immediate feedback and
clarification. People listening to the speaker can ask questions, make comments, add to the
information provided and so on. Both the speaker and the listener/listeners by turn can enter into a
kind of short dialogue and make the whole communication event purposeful.

2) Oral communication builds up a healthy climate in the organization by bringing the superior and
the subordinate together. This gives the subordinate a feeling of importance and the superior a better
understanding of his mind. Informal or planned meetings can greatly contribute to the understanding
of problems or issues in which they become partners.

3) Oral communication is a time saving device. While a letter, dictated and typed, entered in the diary,
put in the envelope and carried to the person addressed will take a long time, oral transmission of the
message makes the communication immediately effective. That is why many skillful managers cut
down on paper work and save time by calling up their juniors or walking up to their superiors.

4) Oral communication is most effective tool of persuasion as it lends a personal touch to the whole
business. Resolving a conflict will not be possible in the absence of oral communication. Unless a
manager or supervisor ‘talks’ to the workers in a persuasive tone, the conflict will remain there. No
exchange of letters can achieve what a meeting can.

5) Oral communication is very effective in interacting with groups. The speaker can immediately
understand the group’s reaction and arrive at a satisfactory conclusion by putting his views across
and exchanging points.

6) Oral communication is also very economical, both in term of money and time. It saves the money
spent on stationery in organisations in which the managers insist on every instruction, every message
in writing.

7) Oral communication provides ample scope to the sender of the message to make himself clear by
suitably changing his words, voice, tone, pitch, etc. on the other hand, the words once written cannot
be changed. In other words, the message once transmitted in written form cannot be retracted. Oral
communication on the other hand, has the advantage of on-the-spot adaptation or withdrawal or
improvement.

Disadvantages of Oral Communication

Oral communication has also some drawbacks which are as follows:

a) Oral Communication does not always save time and money. Quite often meetings go on without
any results or agreements achieved. Some meetings can be very tiring and wasteful.

b) Oral communication in itself is not always effective. There are certain conditions that must be
necessarily fulfilled in order to make it effective. It depends mainly on the attitude of the sender and
the receiver of the message.
c) Human memory being what it is, oral messages can not be retained for a long time. It means that
they must be acted upon immediately. They cannot be found in record books and we cannot refer
back to them. This is a serious limitation of oral communication. In the absence of a taped or written
record, oral messages do not have any legal validity.

d) Oral messages also can lead to misunderstanding if the speaker has not carefully organized his
thought or the listener misses the message on account of his inattentiveness. Much depends upon the
length of the message. If it is long, it is not suitable for oral transmission. There are chances of
something vital dropped or misconstrued.

e) It is difficult to assign responsibility for anything going amiss or any mistake by omission or
commission in oral communication.

Written Communication
Written communication is used for many purposes. First of all, it is needed for communicating with
persons who are not present. Although the telephone overcomes the problem of distance between the
two, it is not necessary to incur the expense of a telephone call unless the matter is urgent. Besides,
many types of documents are required for official work and for record. Letters, circulars, memos,
notices, reports and minutes are constantly prepared and exchanged in and between organisations.
Each has a format and layout which is fixed by custom. Documents are printed out on the
organisation’s official stationery.

Letter: Letters are the most widely used form of written communication. They are used mostly for
external communication. A letter has a complex layout which has to be carefully followed as each
part of the layout has a purpose and is needed for reference.

It is typed or printed on the company’s letterhead. It may be sent by mail, speed post, courier or hand
delivery.

Letters can also be faxed or sent by e-mail. Faxed and e-mail letters do not use the complex format
since they are usually followed up by other communication.

Memo: (short form of memorandum) is usually an informal message between members of an

organization and generally relates to daily work. Information or instruction can be conveyed by a
memo. Many organisations provide pads of memo forms (with blank sheets for carbon copies) for the
exchange of short messages among individuals. Memo forms are usually small and are used for brief
messages. The forms may have the company’s name printed on the top; spaces are provided for date,
sender’s name and department, and the receiver’s name and department. Top executives of an
organization may have personal memo pads with their name printed on the top, for use within the
department. A memo may or may not be signed.

Notice: A notice is used when many people in the organization have to be given the same information.
It is the most common method of mass communication within an organization. A notice is short; the
language is simple, and the type is large and well-spaced for easy reading. A notice is put up on the
notice board.

Circular: A circular is a detailed document giving information, instructions or orders on a specific

matter. A circular has a number and a date for reference, and is signed by the authorized signatory of
the issuing office. Circulars are generally issued by the government departments and other official
bodies like councils, universities, and Head Offices of organisations. Circulars are sent by mail or fax
to the various offices that are to be given the information.

Report: A report is a document prepared by an individual or a committee entrusted with the task of
collecting information on a given subject. It requires careful research, collection of data and
presentation of the findings, conclusions and recommendations. Reports are of varying length and
may be anything from two pages to a full book divided into chapters.

Minutes: Minutes are written record of decisions taken at a meeting. Different bodies have their own
convention of recording the discussion and the decisions. Minutes may be written by hand or typed
and pasted in a minute book, or typed and filed in a minute file. Minutes are a legal document.

Advantages of Written Communication

i) First and foremost, written communication has the advantage of providing records, references, etc.
In the absence of ready reference, great confusion may be created and the working of the organization
will virtually come to a halt.

ii) Maintenance of proper records, letters, reports, and memos builds-up legal defences of the
organization. An organization is like a living organism. And like any other organism it is quite
vulnerable to offence, both from within and from outside. Organisations usually have their legal
advisors who cannot be of any help unless proper records are made available to them.

iii) Written communication promotes uniformity in policy and procedure. It is the only means of
laying down clear guidelines for the working of the organization.

iv) Written communication gives access to a large audience through mass mailings. It is the common
practice on the part of well-known organisations to reach out to people at large and win customers
through wisely drafted ‘mail-shots’ or unsolicited circulars. For example, whenever a new brand of
two-wheeler is introduced in the market, or a bank comes forward with some attractive deposit or
investment scheme it manages to get names and addresses of all the members of an institution or
organization offering them their services on easy terms.

v) Good written communication builds up the organisation’s image. It is not at all surprising,
therefore, that the outgoing letters or messages of certain well-known companies are cited as examples
to be emulated.

vi) Written communication has the advantage of being accurate and unambiguous. Great care has to
be taken in drafting any letter, memo or report so that the message is effectively conveyed. Oral
communication may often give rise to confusion because every speaker has his own way of putting
himself across. While speech is very personal, written communication rises above the person,
especially in a business organization where precision is the norm.

vii) Written communication is permanent. The growth of an organization is promoted, to a large

extent, by reference to its old, well-maintained records and minutes of the meetings.

viii) Written communication facilitates proper assignation of responsibilities. One may sometimes go
back on words spoken, but not on his words put on paper. Moreover, the lower staff behaves more
responsibly, and also feels secure, when communication is sent in writing.

Disadvantages of Written Communication

a) Written communication creates mountains of paper cluttered around the premises of the
organization. It is a common sight in offices, and the staff has tough time trying to handle it. Very
often valuable papers get lost. The manager, therefore, has to be extra careful to keep sensitive
material in his own custody.

b) Written communication runs the risk of becoming ineffective in the hands of people otherwise
good in their jobs, but poor in expression. That is why it is a serious concern of a modern organization
to recruit people who are very good in expression, especially in letter and report writing ability.

c) Written communication is mostly handicapped by its inability to get immediate feedback. Both
encoding and transmission of the message take time, resulting in inordinate delays. It is, therefore, a
time-consuming process.

d) Written communication is also a costly process. It costs a lot in terms of stationery and the number
of people involved in typing and sending out letters. In present times, sending letters and other
correspondence by e-mail etc. also cost, since data consumption is involved.

e) It is also costly in terms of the manpower hours lost in taking dictation, typing, entering in the
diary, dispatching etc. the same job can be done more efficiently and expeditiously by harnessing
modern technology.

f) In written communication, if the receiver of a written message at a distance seeks some clarification,
he cannot have it as quickly as he would like to. He will have to write back and wait for the reply to
his query. Immediate clarification is not possible in exchange of written communication.

Non-verbal Communication

Non-verbal occurs mainly through visual symbols and auditory symbols. Visual symbols are those
which are seen and auditory symbols are those which are heard. Our other senses like smell, taste and
touch also take in meanings and can be used for non-verbal communication. For example, the
fragrance in a room, the feel of the plush covering on furniture, the taste and aroma of the coffee
served in the visitor’s room of an office, make significant impressions.

Colour: Colour is an important and powerful means of communication. Matters of life and death, as
in traffic signals, are conveyed by colours. It is also used for classification and identification of
different products and materials in industries; the cosmetics industry uses colour to make products
attractive as well as to classify and differentiate types. Carbon copies of documents are on different
coloured paper to distinguish copies meant for different departments. Teams have colour in their
uniform to identify their members; countries have their colours on their flag. Colour gives an added
dimensions to maps, charts and graphs, and makes it possible to convey a greater amount of
information within the same visual or graphic representation.

Colour is used in clothing, design, decoration and to enliven a dull environment. Colours are
associated with different moods and feelings like, white with peace and purity, red with danger and
black with death and sorrow.

Colour also has psychological effect. The state of mind of employees is influenced by the colour of
their surroundings. Pleasant, cool colours in the work place have good influence on workers; black,
dark, gloomy colours are known to reduce productivity; very bright, gaudy colours may be disturbing
and over-exciting; softly blending colours are pleasant and soothing.

Pictures: Pictures, from simple drawings to coloured photographs, are used in brochures, posters and
advertisements. Pictures can be combined with a very few words for persons who cannot read well as
in posters. Besides, pictures are universally understood, more easily remembered and make an
immediate impact because they are easier to take in. Reading requires practiced eye movement, while
a picture may be tackled in any order. Pictures are used extensively in advertising because they attract
the eye and convey instantly even when the reader just glances at them.

Diagrams: A diagram is a figure consisting of simple line drawing made to accompany and illustrate
the parts and the operation of something.

Graphs and Charts: Graphs and charts of different kinds represent statistical information. Special
skills are needed to prepare and to understand a chart or a graph. Information presented in a chart or
a graph allows overall situation to be seen at a glance; the relationships between the figures are also
seen easily. Every chart or graph must be properly titled to show what information it represents; it
must have labels and a scale or key to explain the symbols used and to indicate what the different bars
or parts stand for. Every chart or graph must show the date of information.

Charts can be made in many ways. There are bar charts and multiple bar charts. The use of colours
can make charts more informative as well as attractive.
Picture of a bar graph

Picture of a line graph

A line graph compares two variables. Each variable is plotted along an axis. A line graph has a
horizontal axis (x axis) and vertical axis (y axis). If you want to graph the height of a ball after you
have thrown it, you could put time along the horizontal x-axis and height along the vertical y-axis.
The line graph is used for showing trends in data. It enables the viewer to make predictions of possible
future results.

Picture of a pie chart

A pie chart or pie graph is a circular diagram for displaying percentages. It is used to compare different
parts of the same whole. The circle of a pie chart represents 100%. Each portion that takes up space
within the circle stands for a part of that 100%. The percentage values are represented as
proportionally-sized slices of a pie. In this way, it is possible to see how something is divided among
different groups.

Picture of a flow chart

Flow charts are used for indicating procedures in which alternative actions have to be taken depending
on the result of the previous step.

Maps: Maps are representations of territory and are used for conveying the space relationships
between places. They can convey geographical information like transport routes, climatic conditions,
distribution of population, crops, animal life and vegetation; sociological factors like religion,
literacy, health and nutrition. Maps of small areas are used to give information about routes and to
locate places.

A map has labels to show the four directions; it must have a key to explain the meaning of the symbols
used, and a scale to show how many kilometres are represented by one centimetre.

Symbolic Communication
Symbolic communication is almost a part of non-verbal communication. It involves various
previously understood or agreed upon symbols.

Signs and Signals: A sign is a mark used to represent something; for example, + for “plus”, skull and
cross bones for “danger.” It has a fixed meaning. A signal is a previously agreed movement which
serves to warn, direct, or command; for example, the coming on of a green light is a signal to go
ahead; the firing of a gun salute signals the arrival of a VIP. A signal may be visual or auditory.

Signs and signals used by members of a group may be with hands, lights, cloth, smoke, drums,
whistles or anything that can be seen or heard at a distance.
Auditory Symbols: Sounds have very limited use as symbols; they can convey only very simple
information. Sounds are used mainly for warning, like sirens to warn about enemy air raids in war-
time or in factories to warn of fire or accident, and by police vehicles.

Whistles are used by sport directors, the police or army to call members to assemble. Trains and ships
use it as signal for departure and for warning. Bells and buzzers are used to indicate the starting and
ending of work periods; bells and beepers are also used by special vehicles like the fire engine and
the ambulance, to warn other road users to give way. A bell with a pleasant sound is used to call the
faithful to prayer in many religions. Beeps are used by most electronic gadgets.

Tunes are often used as an identification mark. Programmes on the radio or television have a signature
tune; advertisements on these media have their tunes. Secret organisations whistle or hum tunes to
identify and recognize members.

Body Language

Body language means the changes that occur in the body position and movements that show what the
person is feeling or thinking. Much of it is involuntary and unconscious; most persons are not aware
of their body language; but it makes a powerful impact on others. Body language can make or spoil
a presentation.

Body language consists of many aspects; it includes facial expressions, posture, gestures and other
body movements; it also includes general appearance, clothing, accessories worn or carried in the
hands, voice and so on. It is an important factor in oral communication in face-to-face situations.

Facial expression: The expression on the face is the most obvious aspect of body language. A cheerful
face or a gloomy face influences most people. A cheerful or appreciative smile, a displeased frown,
a look of surprise, and several other expressions of the face can convey, with or without words, the
attitude, feelings and reaction of the communicants. Expressions accompany the speaker’s words and
also indicate the listener’s reactions. An alert speaker can judge the listener’s reaction by the facial
expressions that act as constant feedback. Eyebrows and lips are the most mobile parts of the face; an
eyebrow raised unconsciously can convey disbelief or surprise. A frown may convey displeasure or
effort to concentrate, depending upon the context. Pursed lips certainly do not convey friendliness.

Posture: Posture is the way we hold ourselves, the way we stand or sit. It indicates something about
our feelings and thoughts, attitudes and health. Stiff posture shows tension; comfortably leaning back
conveys a relaxed mood; eagerly leaning forward shows the listener’s interest. Posture can indicate
disregard or disrespect for others; polite and well-bred persons are usually careful of how they stand
or sit in the presence of visitors and in formal situations. Graceful posture is a great asset in any
business.

Four types of posture can be clearly identified: i) forward lean indicates attentiveness and interest; ii)
drawing back or turning away, expresses a negative or refusing; iii) expansion suggests “proud,”
“conceited,” “arrogant”; iv) forward-leaning body, bowed head, dropping shoulders, and sunken chest
usually convey “depressed,” “downcast,” “dejected.”
Posture express attitudes, feelings, and moods more clearly than briefer gestures of hand or head.
Slight movements and postures of the body are more basic, and more reliable as cues; they are not
easy to manipulate or control consciously as other body movements like fingers, hands, legs, and feet.

In a business meeting where feelings run high, the most truthful expression comes from the torso
rather than arms and legs. Unconscious movements sideward, forward, and backward bending, reveal
how people really relate to one another.

Angular distance reveals how we relate to and feel about people sitting, standing, or waiting nearby.
Our upper body unconsciously square-up, addresses, and aims towards those we like, admire, and
agree with, but angles away from disliked persons with whom we disagree. In a conversation, formal
interview, or staff meeting, a greater angular distance (turning away) substitutes for greater linear
distance. Angular distance may range from 0 degrees (directly facing) to 180 degrees (turning one’s
back).

Gestures: Gestures are movements of hands or head or body; they are a natural accompaniment of
speech; a person who does not make any movement while speaking appears somewhat stiff and
mechanical. Gestures may not have specific meaning; a clenched fist may emphasise an important
point, or convey determination, or indicate defiance or opposition. As gestures are closely related to
personality, no two persons make exactly the same gestures; yet the general meaning is easily
recognized.

The occasion, the size and nature of the audience influence speaker’s gestures. On very formal
occasions, like employment interview or conference, speakers use fewer gestures (e.g., TV news
readers). In a relaxed situation, gestures are used more freely.

General Appearance: a person’s general appearance depends on several things. Two of the important
factors that contribute to appearance are grooming, and personal hygiene. Care of skin, nails, feet and
hair are expected standards; a person who neglects these aspects makes an unpleasant impression.
Appearance makes the first impression; lack of neatness or cleanliness, carelessness in grooming,
clumsy gait or clothes makes a negative impression.

State of health is a very important factor in a person’s appearance; no amount of cosmetics can hide
lack-lustre eyes and poor skin. Poor health is easily reflected in the appearance.

Clothing and accessories: Clothing is a very important aspect of body language. It requires good taste
or judgment to make a subtle impression by what you wear. The colour, design, cut, and fitting
combine to make up the dress. In India, we have several choices as it is acceptable to wear clothing
of ethic style or western style. Appropriateness for the occasion is essential; the formality of the
occasion, the time of the day, the season, the cultural background of the people who will be present,
and the conventions of your own organization should provide good guidance. Many organisations
have a dress code for occasions in order to ensure that the representatives convey the desired
impression.
As a general rule, avoid wearing patterned clothing, especially on the upper half of the body, because
it tends to shorten the attention span of the person with whom you are speaking.

Accessories like tie, footwear, jewellery need careful selection and should be comfortable to wear.
Handbag or briefcase is included in accessories; so is an umbrella if it is necessary to carry one.
Whatever you carry on your person or in hands ought to look comfortable and gracefully carried;
otherwise, it will convey a poor image.

Smile: A smile is a universal gesture; it is understood by everyone, is generally unmistakable and

clears the atmosphere; it is believed to release chemicals which create feelings of happiness. A smile
can also be a useful non-committal gesture when it is better to be silent. And beware of an involuntary
(sometimes one-sided) smile either on your own face or on the other’s face; it could be sarcasm; it
cannot be conducive to good relationships.

Eye Contact: Eye movement is a key part of facial behaviour, directing others’ attention or showing
surprise or happiness and other emotional displays.

Eye contact is very important communicative factor. Eye contact between speaker and listener is
necessary for indicating that both are interested in the communication. While making an oral
presentation it is important to create rapport with the audience with eye contact. Presenters make it a
point to take in the whole audience with a sweep of the eye, making brief eye contact with as many
as possible.

The comfort level for eye contact is three seconds; if eye contact is held longer than three seconds, it
can cause discomfort to the other person. Aggressive persons try to fix others with a stare; anger may
be expressed with extended eye contact.

It is commonly believed that avoiding eye contact indicates that the speaker is lying; yet, some liars
may hold unblinking eye contact and watch to see your reaction. Persons who lack self-confidence
also generally avoid eye contact. However, the rules and customs of culture influence how people use
their faces and eyes.

Energy: Energy and enthusiasm as an aspect of body language is hard to describe, but most people
have experienced the impact of a person with a high level of energy. Some impress with high level of
physical energy which is almost infectious; some have high intellectual or emotional or spiritual
energy. Whatever its source, energy conveys competence and inspires respect. State of physical and
mental health plays a large part in body language. A healthy person is energetic and maintains a
certain level of enthusiasm in work. A person’s enthusiasm is reflected in the style; it is usually
infectious and makes listeners also feel enthusiastic.

Space: The way we use space plays a subtle role in body language. Individuals naturally maintain a
certain space between themselves in various social and interpersonal situations. Distance we keep
from the other person while speaking, indicates the relationship; we keep a longer distance from a
slight acquaintance and get closer to person with closer relationship; we maintain a respectful distance
from and allow more personal space to our superiors.
It is important not to invade other’s space in any situation. Four types of distance indicate the
relationships between persons: intimate space is 0 to 18 inches, personal space is 18 to 4 feet, social
distance is 4 feet to 12 feet and public distance is 12 feet to hearing and seeing distance.

The way people structure the space around them also conveys meaning. A manager can use space to
create an impression of status. A spacious office, a large office desk, a large car suggest important
position. Efficient use of space without creating a clutter generates a sense of orderliness.

Paralanguage

The non-verbal aspects of the spoken word are known as paralanguage. It includes the qualities of
voice, the way we use our voice, as well as the sounds we make without uttering words. It is possible
to control and use paralanguage effectively by becoming aware of it and paying attention to one’s
voice and speech.

Voice has characteristics like tone, volume, and pitch. Tone is the quality of the voice. Volume is the
loudness or softness, which can be consciously adjusted to the number of persons in the audience and
the distance between the speaker and the listeners; speaking too loud shows lack of self-command or
abrasive nature. Pitch is the high or low note on the scale; a high-pitched voice is often unpleasant,
and suggests immaturity or emotional disturbance; a frightened person speaks in a high-pitched voice.
It is better to begin softly, in a low pitch and raise the volume and pitch as required.

Speed is factor of speech. Rapid speech indicates excitement; we increase speed of speaking to tell
an interesting story, and reduce speed to explain difficult idea. Pronunciation means the accepted
standard of the way in which a word is said; correct and clear pronunciation is important and indicates
that the speaker is careful and has consideration for the audience. Accent is the way a person
pronounces the sounds of the language; every language has its own accent or way of forming the
sounds; we carry our mother tongue accent to other languages we learn. Good accent in a new
language is learnt by listening to native speakers of the language. Imitating American or British accent
does not convey a good impression; it is more important to speak with clarity so that others understand
what we say. Intonation is the sound pattern of sentences; like accent, each language has its
intonation and we carry our mother tongue intonation to a new language we learn.

Stress on a particular word in a sentence can change the meaning and implication. Try reading the
sentence, “Were you there last night?” by stressing a different word each time, and note the difference
in the implied meaning.

Besides, there are hesitation and non-fluencies which form apart of spoken language. Sounds like,
Er-er, Mmmm-, indicate that the speaker is hesitating or cannot find the next word to say. Sounds
like, Ahem!, huh! Ah-ha! Ouch! Oh-oh! are used to convey various ideas or emotions.

Silence: Silence can be a very effective way of communication. It is not a negative absence of speech
but a positive withdrawal or suspension of speech. Silence is a difficult method of communication to
use as it takes a good deal of self-control and self-confidence to be able to hold one’s tongue.
Short silences or pauses are very effective in giving emphasis to words. A pause before or after certain
words makes the words stand out from the rest. A skillfully placed pause has the power to make the
listener more alert. In presentations, silence can be used effectively to emphasize a point; it is often
far more effective than wild gestures or table-thumping.

In a face-to-face situation, silence may indicate several things. Facial expression and posture may
indicate the feeling behind the silence. It may mean that the person is not sure what to say, or is so
full of feeling as to be unable to speak. Sympathy with someone who has suffered loss is often best
expressed by keeping silent rather than speaking. Some feelings like anger or displeasure can also be
expressed by keeping silent. The term “dead silence”, “stony silence”, “embarrassing silence,” show
that silence has a quality that communicates itself.

Silence can be very embarrassing if it is not possible to interpret it. It can be awkward in a group, if
no one knows how to break it. On the telephone, it can cause much discomfort, as one cannot see the
other and therefore has no clue from facial expressions as to the reason for the other’s silence.

In a dialogue, two persons take turn to speak. If one maintains silence instead of using his turn to
speak, it can puzzle the other person. We expect a response from the other person to what we have
spoken; if the response does not come, it belies our expectation and we do not know what to do. When
faced with such silence, we may repeat what we said; the repetition is not likely to be in the same
words and manner as before; it is possible that we may give additional information, soften what we
said, try to explain more or make it more acceptable to the other. In a negotiation, silence, and non-
response is a useful strategy; it could make the other person speak more.

Body language like eye contact, facial expression and posture can convey something of the silent
person’s thoughts. A person who can control all facial expression can really puzzle the other.

END