Name:-Shubham s.

thaker
Subject:-communication skill.
BBA SEM-1
Assignment
Roll no:-016
 Topic
Proper communication skills are very much
crucial in this century explain its
importance with simple example.
Abstract With the introduction of new technologies
in the 21st century, the ways in which
communication occurs have changed drastically.
These changes have percolated into the classroom,
modifying the way both students and teachers
communicate by promoting critical thinking skills
and bilateral discourse. Research has posited that,
through appropriate modelling, teachers can
effectively demonstrate the appropriate use of
various technological tools while communicating and
enhancing curricular knowledge. Keywords:
Unidirectional, bidirectional, communication tools,
critical thinking, 21st century learning, situational
experiences Introduction It is impossible to ignore
the influence of technology in modern Western
society; from downloading music to streaming TV
shows, technology has become a staple in daily
Western life (Moreira, 2010). This era of technology
has led to the introduction of the 21st century
learner. These learners have grown up with an
exponential influx of technology, and as such have
learned to multi-task in order to communicate, using
a combination of images, sounds, and other forms of
media to convey a message (Rodgers, Runyon,
Starrett, & Von Holzen, 2006). Understanding and
nurturing this ability is fundamental to learn
effectively in the 21st century classroom. It has been
globally understood that an investment in the
integration of 21st century skills in the classroom
provides advantages on many levels, and effective
communication skills is key to that success (Bolstad,
Gilbert, McDowall, Bull, Boyd, & Hipkins, 2012). This
paper takes a closer look at the development of
communication as a 21st century skill in project- and
inquiry-based learning environments with the goal of
helping students become global citizens. A staple in
every social and educational situation is the process
of communication. Communication has been viewed
as “an unavoidably social operation and at the same
time an operation that necessarily comes into play
whenever social situations arise” (Luhmann, 1992, p.
252). It can take a unidirectional form, where a
message is sent from one party and received by
another, or a bidirectional form, where the receiving
party has the opportunity to respond to the initial
message with one of their own (Moreau, 2003). For
example, when giving orders, one engages in
unidirectional communication; when dealing with
discourse, one engages in bidirectional
communication. Teaching inevitably involves an
extensive amount of communication, not only of
knowledge but of life skills needed to perform
effectively in the 21st century (Partnership for 21st
Century Skills, 2002). “It is difficult to be true
communicators in the 21st Century without
acknowledging that the base of all communication is
knowledge” (Cheewa, 2003, p. 3). In the Ontario
Elementary School Curriculum, every subject and all
four curricular strands (Knowledge and
Understanding, Thinking and Investigation,
Communication, and Application) require effective
communication skills in order to transfer knowledge
and information from one party to another. As new
technological and communication tools become
available, the ways in which teachers and students
correspond evolve into a matrix of communication
where every individual becomes a hub of knowledge
(Rotvold & Braathen, 2010). A Framework for 21st
Century Skills The move into our current century
brought with it an understanding of technology as a
means to access any and all information on any
subject (Vockley, 2007). With this shift, the world
became a very different place, a smaller place, and
the amount of interactions between individuals
increased exponentially. This changed education, as
teachers are now faced with the task of preparing
students for a new world bombarded with
technological advancements that affect the ways in
which the global community functions (Otero, et al.,
2005). The term 21st century skills is an umbrella
term that includes eleven skill sets organized within
three major groups: (a) Learning and Innovation
Skills; (b) Information, Media and Technology Skills;
and (c) Life and Career Skills (Partnership for 21st
Century Skills, 2011). The skills in this list cannot be
examined individually, as they are all fundamentally
intertwined. For the purposes of this investigation, I
am looking at the learning and innovation skills
highlighted by the Partnership for 21st Century Skills
(P21) (2011) and delve into the domains of
communication and collaboration. These are the
skills that, from an educational perspective, help
students not only learn information but develop the
drive to keep learning throughout their life
endeavours (Dede, 2009). In an effort to narrow the
scope of this article, I will focus on communication as
this is an area essential for the social and
instructional processes of education (Pennycook,
1985; Allen, 1983). Communication occurs in stages
of first selecting information or the message;
expressing that information/message; and
interpreting the information/message (Luhmann,
1992). It should be noted that, during the third stage,
the interpretation could also manifest as a
misinterpretation. The act of communicating must
encompass all three stages, and can occur in many
forms. As Miller (1996) noted, the end of the 20th
century brought with it the ‘paperless office’ that has
only become more prominent in the 21st century.
She continues to identify issues that present
themselves as barriers to communication in the
current century, namely: communication becomes
more complicated with an increase in diversity and
change; new technologies introduce different and
sometimes inappropriate manifestations of
communication; and common conceptions of
communications are no longer valid when
communicating on a global scale. It is through this
lens that one learns to critically analyze and evaluate
communication as it develops in the 21st century.
The Evolution of Educational Communication From
ancient civilizations, rhetoric has been seen as a form
of communication where, through debate, decision
making and intellectual inquiry occurred (Miller,
1996). In the field of education, teachers once
attempted to share their knowledge with students
through pragmatic rhetoric; this involves presenting
the students with facts as incontestable truth
(Schwab, 1959). This teaching paradigm depended
on students’ automatic assumption that teachers are
knowledgeable, trustworthy, and overall positive
people who contribute productively to society
(Straub, 1997). Through pragmatic rhetoric,
communication is unidirectional and does not
encourage students to further investigate classroom
facts through discourse (Schwab, 1959; Moreau,
2003). Modern teaching paradigms have shifted
from the perspective of pragmatic rhetoric to
encourage inquiry-based, experiential learning that
is explicitly linked to the promotion of critical
thinking skills (Friedman, Crews, Caicedo, Besley,
Weinberg, & Freedman, 2010). As teachers
encourage critical thinking, they accept that their
facts and ideas will be challenged as opposed to
accepted at face value, and that those concepts will
eventually have different meanings for each student
(Britzman, 2011). It is in these situations where
communication evolves into a bidirectional
communication pattern which is shown to produce
better communication and acquisition of knowledge
through literary discourse (Moreau, 2003).
According to Roberts & Foehr (2005), the 21st
century requires extensive literary skills, far more
than were necessary a century ago. These
researchers continue to argue that it is mainly
through challenges that students gain the literary
abilities needed to learn to think critically and
contribute to modern society. By challenging
students to communicate course work from a
multidisciplinary perspective, teachers give students
the task of identifying and integrating pertinent
information from a cross-curricular viewpoint and
require that students collaborate and innovate in
order to communicate (Sanders, 2009). There are an
extensive amount of tools available today, including
but not limited to texting, blogs, microblogs (eg.
Twitter), collaboration tools (eg. Google Docs), web
conferencing (eg. Skype), learning management and
student information systems (eg. Moodle), and
social media (eg. Facebook) (Rotvold & Braathen,
2010). These 21st century tools exist in addition to
communication via written documents (eg. letters)
and oral discourse (eg. telephone calls). With this
new variety of communication tools, it now becomes
important to teach students how to effectively use
all forms of communication, and help them to
critically distingush which medium is befitting for
particular situations. Communication in the 21st
century is best taught through example (Cheewa,
2003). Teachers are able to model appropriate
communication skills by demonstrating how to
respond to a message, that is providing a response
for all forms of information that have been received,
whether in person, digitally, or even through
observation of body language. Other research has
shown that simulation experiences, such as dramatic
reenactments or virtual interactive models, have
been proven to help students better understand
content and communicate knowledge, having an
overall impact on the development of
communication and other 21st century skills
(O'Hare, 2008; Bell, 2010). By putting themselves in
various simulations, students gain first-hand
experience in a multitude of situations, giving them
a broader understanding and interpretation of
messages they receive (O'Hare, 2008). Through
participatory examples of various communicatory
situations, teachers can demonstrate critical thinking
and guide students to help them see the whole
picture and eventually acquire the knowledge they
need to communicate. It is vital to understand that
21st century learning, including the acquisition of
communication skills, does not solely occur in the
classroom. Community support from public
institutions, local media and industries alike will
work to support the student’s communicative
development by engaging them in potential
partnerships and outreach programs (Roberts &
Foehr, 2005). This study presented information in
print, electronic, pictoral, media and manuscript
forms, supporting the idea that transmitting
information via multimodal media is essential for
21st century communication, and that, in order for a
message to be received and interpreted, it must be
transmitted in a variety of ways. Parallels can be
drawn here between this concept and the Theory of
Multiple Intelligences described by Howard Gardner
and their applications in the classroom (Gardner &
Hatch , 1989). The various types of intelligence
presented, which will not be described in detail here
but will be referred to in examples, each lead to their
own form of communication. Students strong in
interpersonal intelligence may, for example, enjoy
public speaking in order to convey a message, while
students strong in intrapersonal intelligence may
express themselves in written form. Nevertheless,
each method of conveying a message and of
interpreting that message falls under the scope of
communication and has its own role in schools.
Going Further A study involving modeling of
communication technology tools and observing the
outcomes on student communication skills would be
integral to this area of research. Also, it is worthwhile
to consider the impact of not only a paperless
classroom, but an educational discourse that
eliminates the classroom altogether – distance
education. The types of communication involved in
this educational setting vary greatly from those
where face-to-face communication is supplemented
by modern technology, and it would be of great
interest to study that setting as a case on its own. In
addition, it would be valuable to investigate the
benefits of new communication technologies for
students with Individual Education Plans (IEPs).
Conclusion With the 21st century came a plethora of
communication tools that complicate and enhance
the way messages are structured, sent, and received.
This presents teachers with new challenges in the
classroom, as they are trusted with the task of
ensuring that students know how to effectively and
appropriately use the communication tools they
frequently encounter. Research has supported the
idea that providing students with (a) simulation
experiences, where students experience novel
situations; (b) effective models of appropriate,
multimodal technological communication
techniques; (c) encouragement of critical thinking
when receiving and transmitting ideas; and (d)
linking teaching practices to multidisciplinary
communication tools prevalent in the community,
will all support students as they learn to
communicate in the 21st century. Teachers have the
ability to influence students’ optimization of the
technology available to them to more effectively
communicate their thoughts and their knowledge
both in school and in the community.
Some exapmles:-
AOL CEO Tim Armstrong’s firing of a Patch
employee and subsequent apology
The first example of poor communication came
in August 2013, AOL CEO Tim Armstrong
announced that AOL would be reducing the
number of Patch websites. Soon afterward,
Armstrong spoke to 1,000 employees on a
conference call that was intended to boost
morale and discuss the future.
What happened instead was far from morale-
boosting.
Armstrong ended up firing Patch’s Creative
Director, Abel Lenz, in front of everyone. Four
days after he fired Lenz, Armstrong sent AOL
employees an apology for his behavior.
Unfortunately, rather than using it as an
opportunity to take ownership, in a direct,
heartfelt way, Armstrong missed the mark. He
made excuses for his behavior rather than
owning up to it and sharing what he learned.

Yahoo’s poor communication of its “in

office” policy
The second example of bad communication
came in February, when the head of HR at
Yahoo sent employees the internal memo leaked
around the world. It told Yahoo employees that
telecommuting or working from home would
soon no longer be an option and that those who
worked remotely must relocate to an office or
quit.
The communication around the policy sparked a
strong negative reaction, and it wasn’t difficult to
see why: a poorly constructed memo failed to
explain the rationale behind such a significant
culture change, leaving Yahoo employees upset
and frustrated and launching a national
conversation about work-from-home policies.
Yahoo CEO Marissa Mayer initially said via a
spokesperson that the company does not
discuss internal matters. But two months after
the memo leaked, Marissa Mayer finally broke
her silence. At a Los Angeles conference for
human resource professionals, Mayer began
speaking about Yahoo’s culture, but after a few
minutes interrupted herself to address what she
referred to as “the elephant in the room.” She
refused to waver on the policy, explaining that
some of the best ideas come from in-person
collaboration and that the in-office policy was
“wrongly perceived as industry narrative.”
Another example:-
if you send an email without checking it, and
later realize that it contained an error, you can
end up looking sloppy and unprofessional.
But other communication mistakes can have
more serious consequences. They can tarnish
your reputation, upset clients or even lead to lost
revenue.
Let’s see some our mistakes:-

Mistake 1: Not Editing Your Work

Spelling, tone and grammatical mistakes can
make you look careless. That's why it's essential
to check all of your communications before you
send them.
Don't rely on spell-checkers: they won't pick up
words that are used incorrectly. Instead,
proofread your work, and use a dictionary to look
up any words that you're unsure about.
You may find it helpful to make a list of words
and phrases that you find it hard to get right
(such as "your/you're," "its/it's," or
"affect/effect"). Store this close to hand.
It can be difficult to see errors in your own work,
so consider asking a colleague to look over key
documents before you distribute them.
Alternatively, read your work aloud – this makes
it easier to catch typos and tone errors. Then,
give yourself time to reflect on your document,
and to make any final changes.

Mistake 2: Delivering Bad News by Email

Would you announce layoffs to your team by
email or IM? If you did, you could upset
everyone!
Written communication channels don't allow
you to soften difficult messages with nonverbal
cues (such as body language ), and they don't
allow you to deal immediately with intense
emotions.
If you need to deliver bad news, do this in
person, and think carefully about how you can
do it sensitively, so that you can convey your
message but minimize long-term upset at the
same time.
When you deliver a difficult message in person,
it's easier to pick up on signs that people have
misunderstood key parts of your message, or
that they've taken the information particularly
badly. You can then take steps to clarify your
message, or help people deal with the difficult
news.

Mistake 3: Avoiding Difficult Conversations

At some point, you will need to give negative
feedback. It's tempting to try to avoid these
conversations, but this can cause further
problems – for instance, you may find that a
small problem you "let go" soon grows into big
one.
Preparation is the key to handling difficult
conversations. Learn to give clear, actionable
feedback, and use tools such as the Situation –
Behavior – Impact technique to encourage your
people to reflect on their behavior.

Mistake 4: Not Being Assertive

Assertiveness is about stating what you need,
while considering the wants and needs of others.
You may not always get your way when you're
assertive, but you stand a better chance of doing
so, or of reaching a compromise, because you've
been clear about your needs. Use our Bite-Sized
Training session on /community/Bite-
SizedTraining/Assertiveness.phpAssertiveness
Skills to identify your needs, and to practice
assertive communication.
Assertiveness also means saying "no" when you
need to. Our article "'Yes' to the Person, 'No' to
the Task" explains how to turn down requests
gently but assertively, while maintaining good
relationships.

Mistake 5: Reacting, Not Responding

Have you ever shouted at a colleague in
frustration, or sent a terse reply to an email,
without thinking your point through? If so, you're
likely to have reacted emotionally, instead of
responding calmly.
This kind of emotional reaction can damage your
reputation. You may upset people with your
strong emotions, and give the impression that
you lack self-control and emotional intelligence .
Read our article on managing your emotions at
work for tips on how to keep your reactions
under control.

Mistake 7: Using a "One-Size-Fits-All" Approach

to Communication
If you use a "one-size-fits-all" approach to
communication, you may overlook people's
different personalities, needs and expectations.
In fact, your communications need to address
those differences as much as possible.
If you're preparing a presentation, make sure
that you appreciate that people have
different learning styles , and that you cater for
these. This means that everyone – from those
who learn best by reading to those who prefer a
more hands-on approach – can benefit from your
session.
Mistake 8: Not Keeping an Open Mind When
Meeting New People
Today's workplace is a melting pot of ethnicities,
religions, ages, sexual orientations, abilities, and
viewpoints. These differences create a rich
tapestry of experiences and opinions that can
greatly enhance our lives.
However, it can be tempting to stereotype new
colleagues or clients, or to make assumptions
about them based on just a few pieces of
information. This is especially true if you haven't
had much time to get to know them well.
Assumptions inhibit open communication,
because you don't consider the other person's
own unique background, personality and
experience. Over time, this can jeopardize your
relationship with them.
So, set time aside to listen when you meet
someone new. Give them space to talk about
their viewpoints and take time to absorb these.
Then, learn how to manage cultural differences ,
so that you take each person's needs and
expectations into consideration. If you often work
with people from overseas, explore the idea
of cultural intelligence , so that you can start to
adapt your behavior when you come across
people from different cultures.

Mistake 9: Assuming That Your Message Has

Been Understood
Always take time to check that people have
understood your message.
For example, when you send out an email, you
could encourage people to respond with
questions or to reply, if they haven't understood
part of your message.
Or, if you've given a presentation, build in time
for people to discuss your main points or leave
time for questions at the end.

Mistake 10: Accidentally Violating Others'

Privacy
Have you ever forwarded a sensitive email to the
wrong person, or sent an incorrect attachment?
These kinds of errors can cause serious
commercial problems, violate people's privacy,
and lead to embarrassment and confusion.
To avoid these problems, write sensitive
messages before you select the recipient, and
then double check their email address. If your
email program automatically fills in email
addresses, you could switch this feature off, so
that you can consciously choose the right
recipient.
You may find it helpful to draft these emails in a
word processing document or blank email, and
then to paste the text into a new message. This
way you won't accidentally include any
information from previous messages.
And, if you're sending a sensitive or confidential
attachment, check that no "tracked changes" or
comments can be found, and make sure that
you're sending the right version.
In last we can conclude that:-
Everyone makes communication mistakes from
time to time. However, you'll protect your
reputation if you avoid the most common errors.
These include not editing your work, accidentally
violating people's privacy when forwarding
emails, and not being assertive.
The key to good communication is to think about
your audience's needs. Prepare each email,
document, and presentation carefully, and give
yourself time to check it.
Above all, remember that communication is a
two-way process. Be ready for questions, and
listen to what your audience has to say.
Over time, you'll find that avoiding these
common communication mistakes will greatly
enhance the quality of your messages, your
reputation, your working relationships, and your
job satisfaction.
Importance of communication:-
1. Valued in the workplace
If you are applying for jobs or looking for a
promotion with your current employer, you will
almost certainly need to demonstrate good
communication skills. Communication skills are
needed to speak appropriately with a wide variety
of people whilst maintaining good eye contact,
demonstrate a varied vocabulary and tailor your
language to your audience, listen effectively,
present your ideas appropriately, write clearly and
concisely, and work well in a group. Many of these
are essential business skills that employers seek.
Having the ability to listen carefully, speak clearly
and put others at ease is valuable in any
organisation and can involve a wide range of
skills:
 Listening to others and showing interest in
what they say
 Dealing with telephone conversations
appropriately
  Encouraging interest and interaction from
others in your team
 Expressing an opinion or asking a question
clearly
 Being able to persuade others

2. In demand by businesses
Oral and written communication proficiencies are
consistently ranked in the top ten desirable skills
by employer surveys year after year. Employees
are often encouraged to take online courses and
in-person training to improve their
presentation and communication skills.

3. Helps your career progression

You will need to request information, discuss
problems, give instructions, work in teams,
interact with colleagues and clients. If you are to
achieve co-operation and effective teamwork,
good human relations skills are essential. Also, as
the workplace is also becoming more global, there
are many factors to consider if you are to
communicate well in such a diverse environment.
Being able to deliver messages clearly and
understand other people means work can be
completed more effectively and to the benefit of
the company as a whole.
Employers want staff who can think for
themselves, use initiative and solve problems,
staff who are interested in the long-term success
of the company. If you are to be seen as a valued
member of the organisation, it is important not just
to be able to do your job well, but also to
communicate your thoughts on how the
processes and products or services can be
improved.

4. Allows you to speak concisely

It is natural to feel some nerves when speaking to
superiors or to clients. Communication skills
training will help you learn how best to
communicate effectively in a wide range of
situations, and how to be direct in order to get the
most out of your dealings with others.
5. Builds better rapport with customers
Customers desire nothing more than to be
understood by a company and they wish to feel
like they are being heard and listened to. This is a
particularly important point if your business
involves a large amount of contact with
customers, either face-to-face or over the phone.

6. Influences how you learn

Communication skills have played an important
part of your existing knowledge and beliefs. You
learn to speak in public by first having
conversations, then by answering questions and
then by expressing your opinions. You learn to
write by first learning to read, then by writing and
learning to think critically. Good communication
skills help you absorb information and express
your ideas in a clear, concise and meaningful way
to other people.

7. Enhances your professional image

You want to make a good first impression on your
friends and family, instructors, and employer.
They all want you to convey a positive image, as
it reflects on them. In your career, you will
represent your business or company in spoken
and written form. Your professionalism and
attention to detail will reflect positively on you and
set you up for success.

8. Other benefits of effective communication

The most successful organisations understand
that if they are to be successful in today’s
business world, good communication at all levels
is essential. Here is a useful mnemonic to
remember the benefits you and your organisation
can achieve from effective communication:
 Stronger decision-making and problem-
solving
 Upturn in productivity
 Convincing and compelling corporate
materials
 Clearer, more streamlined workflow
 Sound business relationships
 Successful response ensured
so,these was some importance of communication
and other thing why it is curical communication in
21st century.

Thank you.