Emotional Tools

It is interesting to look closely look at the different uses of media. It appears that all four mediums, Newspaper, Radio, Magazine, and Television, are used to "pass time" and for finding/receiving some kind of information. Yet, more uses of these Medias are specific to each one of them. Newspaper is specifically used to "identify self as reader". Magazines are used to "gain access to valued subgroup".  The radio is used to "regulate moods". And finally, as strange as it may sound, Television is used as a companionship.

As it appears, we largely use Medias as a tool for dealing with our emotions and the self-value.  It is important to understand that the way we use the media is directly related to the effects of the media on us. Therefore, there is a risk for emotional harm that can be caused by using Medias. Although very important, emotional harm is only one of the many ethical problems that "media communicators face on a daily basis".

Cyberfriends

As far as I can remember, besides interaction with other students in online classes, I have never made friendships that exist exclusively in cyberspace.  I think that the reason I have not formed any such relationship is because I don't visit any kinds of online forum or such that allow this type of connection to accrue. It is obvious that I have no interests in such; otherwise I would have try it. But I think that the main reason is that after spending so many ours on the computer for research and school work, I like to spend the rest of my time communicating with others face to face.

Nevertheless, If we can consider the communication in an online class as "friendship", than I made many friendships that exist only exclusively in cyberspace. This kind of friendship is different in a way that it is not so personally as other friendships.

Medium = Message

McLuhan's theory, "the medium is the message", appears rational.  While looking at the different medias is seams that there is a specific logic for each one, and that these logics effect the way we perceive the world.

Based on this theory there are:
linear logic – information is being transmitted in order. (Print media)
Mosaic logic – "bombarded us with changing bits of information", and it is up to us to place the pieces in the puzzle. (Television)

Television is considered as a cool medium; "it demands that viewers fill in details". Yet, so much information is left out, and therefore viewers are forced to pay attention and create their understanding only on the information that was chosen by someone else. Not everything can be visualized; the things that cannot be visualized are being left out and therefore become less important. For example, the information that we receive while watching the news is largely influenced by the type of information that can be visualized. It is true that there are also discussions about other things that cannot visually be presented but most of the time, when other things are being discussed the same few clips are being viewed, again and again.

Fitting In

One of the interesting topics in this chapter is the organizational culture; the "logic and legends about organizational life and the organization's identity" (p.217) Trenholm suggests that when one is new to the organization, he may experience something similar to a culture shock. Our needs to know and to make sense out of the organization can cause confusion and surprise. Most of us can agree that it takes a while to feel that you are part of an organizational culture.

The culture of organization is the common understanding and perception that the group of people that work together share. Therefore to be able to make sense of situations and behavior, the new guy needs help.  It suggested in the book that "by linking new comers with mentors and instituting early appraisal meeting in which superiors give newcomers feedback, organization can eliminate many transition problems."  Another thing that can ease the transition is when a newcomer is ready and anticipates that there will be surprises, and actively asks for help.

A More Responsible Communicator

To become a more responsible communicator the book suggests few etiquette rules that we should follow. To begin with, I find it distracting and disrespectful to talk on a cell phone at the movie theater, during a concert, church or any other public place where people need to focus their attention on something specific. As for Answering Machines, I also feel that the message needs to be clear; jokes can cause misunderstanding and so weird music. To continue, when sending a fax, I agree that one should "call the would-be recipient's' office first and get a permission to send it"; also, the material being sent should not be confidential or too long. In addition, business communication should be done at an appropriate business time and locations. And, as for screen names and ring tones, I was present at few situations when people's phone rang and the ring ton made other uncomfortable and therefore the phone owner also felt uncomfortable. Finally, I think that it is rude to put people on hold; it as if you tell them that their time is less important than yours. If one must accept another call, he or she should explain, apologize and ask the person if you can call him back at a later time to continue the conversation.

Organization and Environment

The book explains that organizations are linked to their environment just like living creatures link to their environment; they both effect and are being affected by the environment; "Organization cannot survive without a healthy environment".

As an organization, Sierra College put forward many events that are open to the community and intend to communicate and deal with the issues that rise and affect the community/environment.  Furthermore, many of the programs, which are offered by Sierra College, were created in respond to the unique interests of the people in the local community.

Besides the obligation of a college to consider the special interests of the local community, some of the ethical obligation that a college or university may have to the local community is to have an open communication with the community members while still maintaining individual's confidentiality. Also, performing activities that advance social goals and working for improving life qualities.

Duck’s Theory

To begin with, I feel that the only way I can answer this question is to base it on my personal experience. It appears to me that Duck’s theory is relevant as long as a person consider being part of a group in a way that is more important than her individualism. It is clear to me that due to certain limitation, we spend most of our time in one place (city, county, state, etc.) and therefore chances are that we will meet only the people that also spend their time in that area. However, Duck's theory is being tested when one meets someone from outside her demographic zone.

I can't remember a time that I eliminated the option of relationship based on sociological or incidental cues. I admit that I have used demography as an excuse to strength a decision to end a relationship, but there were already other and more important reasons that lead me to make the decision to begin with.

Identities and Saving Faces

An interesting and important topic in chapter 6, "Respecting Identity and Protecting Face", brings the awareness to the effects of communication on identity.  Trenholm explains that our identity or "Face" is who we "try to be when we are with other people". (p.138) It explained in this topic that we feel threatened "whenever people criticized or disagree with us" (positive face), and "whenever others impose on our autonomy" (negative face).  Once we understand and respect the identity of others, we can communicate more effectively. When people are threatened they get in a defended mood and focus their attention on protecting themselves (their identity) rather than openly listening and evaluating other ideas and opinion.

Although I always felt that to be polite is a choice that makes life more pleasant, still, it is interesting to learn that politeness "is more than a social nicety. It is a way of acknowledging others' identities and saving face."

Patterns of Two

I think that the most difficult pattern to change is the rigid complementarity, for the reason that not only that each one of the partners "know their place" (most of the times), but also one of them is used to be in power over the other.  For the situation to change is takes the person that is dismissive to step up and take power over the other; however, since this situation is also the most potentially damaging to the self-esteem of the dismissive individual, it will be a great challenge for him or her to change.

Yet, the most damaging to a relationship (rather than to an individual) is the competitive symmetry because at all-time both partner want to be in charge. At all-time both partners want to be the one that make the decision. They both expect the other to be submissive and want to feel power over the other, a situation that causes an ongoing conflict.