Communication Effects

Communication always has some effecton one or more persons involved in the communication act.

For every communication act, there is some consequence. For example, you may gain knowledge or learn how to analyze, synthesize, or evaluate something. These are intellectual or cognitive effects. Or you may acquire or change your attitudes, beliefs, emotions, or feelings. These are affective effects. You may even learn new bodily movements, such as throwing a ball or painting a picture, as well as appropriate verbal and nonverbal behaviors. These are psychomotor effects.

Ethics

Because communication has consequences, it also involves questions of ethics,of right and wrong. For example, while it might be (temporarily) effective to exaggerate or even lie in order to sell a product or get elected, it would not be ethical to do so.

The ethical dimension of communication is complicated because ethics is so interwoven with your personal philosophy of life and the culture in which you were raised that it's difficult to propose general guidelines for specific individuals. Nevertheless, ethical responsibilities need to be considered as integral to any communication act. The decisions you make concerning communication must be guided by what you consider right as well as by what you consider effective. To emphasize this important dimension of communication, each unit of this text concludes with a Reflections on Ethics discussion designed to highlight the relevance of ethics, to raise ethical issues, and to ask you to consider how you'd respond to specific ethical dilemmas.

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