Sensitivity In The Communication Competence Model Is, Communication Competence Perspective

This is “Communication Competence”, section 1.4 from the book A Primer on Communication Studies (v. 1.0). For details on it (including licensing), click here.

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1.4 Communication Competence

Learning Objectives

Define communication competence. Explain each part of the definition of communication competence. Discuss strategies for developing communication competence. Discuss communication apprehension and public speaking anxiety and employ strategies to manage them.

Communication competence has become a focus in higher education over the past couple of decades as educational policy makers and advocates have stressed a “back to basics” mentality.James C. McCroskey, “Communication Comptence: The Elusive Construct,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 259. The ability to communicate effectively is often included as a primary undergraduate learning goal along with other key skills like writing, critical thinking, and problem solving. You likely haven’t heard professors or university administrators use the term communication competence, but as we learn more about it in this section, I am sure you will see how communication competence can benefit you in many aspects of your life. Since this book focuses on communication in the real world, strategies for developing communication competence are not only limited to this section. A “Getting Competent” feature box is included in each chapter, specifically to help you develop communication competence.

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Defining Competence

We have already defined communication, and you probably know that to be competent at something means you know what you’re doing. When we combine these terms, we get the following definition: communication competenceThe knowledge of effective and appropriate communication patterns and the ability to use and adapt that knowledge in various contexts. refers to the knowledge of effective and appropriate communication patterns and the ability to use and adapt that knowledge in various contexts.Ralph E. Cooley and Deborah A. Roach, “A Conceptual Framework,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 25. To better understand this definition, let’s break apart its components.


Developing communication competence can bring many rewards, but it also requires time and effort.

The first part of the definition we will unpack deals with knowledge. The cognitive elements of competence include knowing how to do something and understanding why things are done the way they are.Owen Hargie, Skilled Interpersonal Interaction: Research, Theory, and Practice (London: Routledge, 2011), 9. People can develop cognitive competence by observing and evaluating the actions of others. Cognitive competence can also be developed through instruction. Since you are currently taking a communication class, I encourage you to try to observe the communication concepts you are learning in the communication practices of others and yourself. This will help bring the concepts to life and also help you evaluate how communication in the real world matches up with communication concepts. As you build a repertoire of communication knowledge based on your experiential and classroom knowledge, you will also be developing behavioral competence.

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The second part of the definition of communication competence that we will unpack is the ability to use. Individual factors affect our ability to do anything. Not everyone has the same athletic, musical, or intellectual ability. At the individual level, a person’s physiological and psychological characteristics affect competence. In terms of physiology, age, maturity, and ability to communicate affect competence. In terms of psychology, a person’s mood, stress level, personality, and level of communication apprehension (level of anxiety regarding communication) affect competence.Ralph E. Cooley and Deborah A. Roach, “A Conceptual Framework,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 24. All these factors will either help or hinder you when you try to apply the knowledge you have learned to actual communication behaviors. For example, you might know strategies for being an effective speaker, but public speaking anxiety that kicks in when you get in front of the audience may prevent you from fully putting that knowledge into practice.

The third part of the definition we will unpack is ability to adapt to various contexts. What is competent or not varies based on social and cultural context, which makes it impossible to have only one standard for what counts as communication competence.Ralph E. Cooley and Deborah A. Roach, “A Conceptual Framework,” in Competence in Communication: A Multidisciplinary Approach, ed. Robert N. Bostrom (Beverly Hills, CA: Sage, 1984), 26. Social variables such as status and power affect competence. In a social situation where one person—say, a supervisor—has more power than another—for example, his or her employee—then the supervisor is typically the one who sets the standard for competence. Cultural variables such as race and nationality also affect competence. A Taiwanese woman who speaks English as her second language may be praised for her competence in the English language in her home country but be viewed as less competent in the United States because of her accent. In summary, although we have a clear definition of communication competence, there are not definitions for how to be competent in any given situation, since competence varies at the individual, social, and cultural level.

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Despite the fact that no guidelines for or definitions of competence will be applicable in all situations, the National Communication Association (NCA) has identified many aspects of competence related to communication. The primary focus has been on competencies related to speaking and listening, and the NCA notes that developing communication competence in these areas will help people in academic, professional, and civic contexts.Sherwyn Morreale, Rebecca B. Rubin, and Elizabeth Jones, Speaking and Listening Competencies for College Students (Washington, DC: National Communication Association, 1998), n.p. To help colleges and universities develop curriculum and instruction strategies to prepare students, the NCA has defined what students should be able to do in terms of speaking and listening competencies by the time they graduate from college:

State ideas clearly. Communicate ethically. Recognize when it is appropriate to communicate. Identify their communication goals. Select the most appropriate and effective medium for communicating. Demonstrate credibility. Identify and manage misunderstandings. Manage conflict. Be open-minded about another’s point of view. Listen attentively.

These are just some of the competencies the NCA identified as important for college graduates. While these are skill focused rather than interpersonally or culturally focused, they provide a concrete way to assess your own speaking competencies and to prepare yourself for professional speaking and listening, which is often skill driven. Since we communicate in many different contexts, such as interpersonal, group, intercultural, and mediated, we will discuss more specific definitions of competence in later sections of the book.


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