Perspectives in Communication At the end of this session, students will be able to: Describe the perspectives affecting communication Identify the effects of perception on communication Discuss the influencing factors for changing perception

1. COMMUNICATION SKILLS
UNIT I
Perspectives in Communication
I B.Pharmacy - Semester I
D.Jeslin M.Pharm., (Ph.D)
Associate Professor
Department of Pharmaceutics
School of Pharmacy
Sri Balaji Vidyapeeth
(Deemed to be University)
Chennai Campus

2. At the end of this session, students will be able to:
• Describe the perspectives affecting communication
• Identify the effects of perception on communication
• Discuss the influencing factors for changing perception
SESSION 3
PERSPECTIVES IN COMMUNICATION

3. • Definition of Perception
• Perceptual filters
• Perceptual tendencies
• Factors influencing perception
• Importance of having the right perception
• Changing perceptions
CONTENT

4. PERCEPTION
Perception is a process in which we use our senses to acquire
information about our environment or any other situation, and
thereby develop an individual understanding of the subject.
For example, while the color red may mean ‘stop’ in India, it
would have the particular political significance for Communists,
represent debt in the US, and suggest good fortunein China.

5. Perceptual Filters
(The World as
it is)
Individual’s Unique
Perceptual Filters (the World as it
appears)
Values, Needs, Goals, Interests,Beliefs, Attitudes, Expectations, Wants,
Knowledge, Feelings, Languages, Education

6. IMPORTANCE OF HAVING THE RIGHT
PERCEPTION-SELF
Incorrect self perception facilitates:
• Stereotyping and bias
• Prejudices, resulting in ineffective communication
Hence, it is important to have correct self perception. This can be
achieved by asking for feedback.

7. IMPORTANCE OF HAVING THE RIGHT
PERCEPTION- OTHERS
Having the right perception is important to avoid:
• Getting influenced by what is most obvious
• Clinging to first impressions, even if wrong
• Assumptions that others are similar to us
• Favoring negative impressions over positive ones
• Blaming innocent victims for their misfortunes

8. ATTRIBUTION THEORY
Attribution Theory has been proposed to explain the ways in
which we judge people differently, depending on what
meaning we attribute to a given behavior.
• Internal Attribution: The process of assigning the cause of
behavior to some internal characteristic, rather than to
outside forces like personality, motives or beliefs
• External Attribution: The process of assigning the cause of
behavior to some situation or event outside a person's
control such as situational or environmentfeatures

9. ATTRIBUTION THEORY
(CONTD.)
Internal attribution paves the way for positive emotions
which in turn affects the output. The environment turns
positive.
External attribution paves the way to negative emotions
leading to negative environment.

10. SHORTCUTS TO PERCEPTION
• Attribution: The process of attaching meaning tobehavior.
 One judges one-self more charitably
 One judges others more critically
• Halo Effect: Drawing a general impression about
an individual based on a single characteristic
• Contrast effects:
Evaluations
of person's characteristics
that are affected by comparison with other people
recently encountered who rank higher of lower on same
characteristics
• Projection: Attributing one's own characteristics to other
people

11. PERCEPTUAL TENDENCIES
• Stereotypes - Beliefs about attributes that are thought
to be characteristic of members of particular groups
• Prejudice
response
members
– Positive / Negative
attitude or
affective toward a certain group and
its individual
e.g. : One enters a situation, a meeting, or a conversation , with
certain expectations of what will happen in that scenario, and behave
accordingly.
• Bias- Unfair treatment of members of a particular group
based on their membership in that group

12. STEREOTYPE AND PERCEPTION
Stereotype is an unavoidable psychological representation of
characteristics of people belonging to particular groups; these
representations involve three characteristics:
a) Shared group beliefs which are coined by the opinions or
norms accepted by the social groups the perceiver
belongs to
b) Energy-savers, reducing the effort of the perceiver
c) Meaningful, helping the observer give a meaning to the
situation

13. INFLUENCE OF PREJUDICE ON
COMMUNICATION
To get an idea of how this could be happening in a workplace,
consider how the phrases below can be completed. ( If you can’t
think of a way to complete it from your own experience,
complete each phrase with a stereotype that you might have
heard in the past)
Women in the workplace are..
Young people in the workplace are..
Seniors in the workplace are..
Supervisors at work are..
Working mothers in the workplace
are…

14. VISUAL PERCEPTION
Visual perception is the ability to see, organize, and interpret
one’s environment.
In the example above, which line looks longer to you? A? B?
Without visual perception, one would not be able to make sense
of words that he/she reads, visually recognize common objects,
or have the eye-hand coordination required for many daily tasks.

15. KEY COMPONENT AREAS OF VISUAL
PERCEPTUAL SKILLS
• Visual Discrimination: The ability to notice detail
differences such as shape, size, color, or other dimensional
aspects
• Form Discrimination:The ability to focus on a selected target
and screen out or ignore irrelevant images
• Spatial Relations: The ability to recognize the positioning of
objects in space

16. KEY COMPONENT AREAS OF VISUAL
PERCEPTUAL SKILLS ( CONTD.…)
• Visual Closure: The ability to recognize an object, letter or
number without seeing all of the object
• Visual Sequencing: The ability to see objects in a particular
sequential order
• Visual Memory: The ability to remember forms (letters) and
sequences of forms (words), and recognize them quickly
when seen again

17. LANGUAGE AND PERCEPTION
The same words can have very different meanings depending on
how one interprets them. The interpretation depends on the
perception of the tone of thelanguage.
Example:
A woman without her man is nothing.
A woman; Without her, man is nothing.

18. CHANGING PERCEPTION
Have a right and realistic perception about self andothers
1. Acknowledge the perception: This is often the scary step of
admitting that one knows their flaws, and that one is
aware of the impact on others
2. Reveal the intention : One has to state clearly if one wants to
be seen differently, and that one is committed to
growing in ability in the identified area
3. Be compassionate: Human beings are perfect and flawed at
the same time, and there is huge grace in allowing
ourselves to be seen fully, even if it means
imperfectly (by self and others)

19. CHANGING PERCEPTION (CONTD.)
4.Accept continued steady progress: This is where one
commits to continue work, matchingideal to real selves in
partnership
5.Ask for feedback: Although this is hard, it makes sense toask
people to let know any accidental mis-steps

20. SUMMARY
• Perception is a belief held by a person, or many people, based
upon how they see the world around them
• It involves the process of selecting, organizing
and interpreting Information around
• Feelings, visual factors , prejudice, stereotype,
past
experiences are the factors influencing perception
• Perception about self and others has to be appropriate
• Stereotype is a psychological representation of characteristics
of people belonging to particular groups

21. REFERENCES
• Hory Sankar Mukerjee,(2013),Business Communication,
Oxford University Press
• http://www.learnlanguagesonyourown.com/places-of-
articulation.html
• http://www.learnlanguagesonyourown.com/manner-of-
articulation.html
• https://www.slideshare.net/a_rahman_jan/effective-
communicationskills

22. DISCLAIMER
All data and content provided in this presentation are taken
from the reference books, internet – websites and links, for
informational purposes only.