ارتباطات؛ پلی دوسویه

In our organizations, when we speak of "social communication," we generally seek to establish contact with audiences and others in order to convince them of our views and ideas, or to become aware of their perspectives. However, in my view, this approach represents a persuasive model of communication, which is primarily applicable in the realm of advertising. If, based on the principles of social communication studies, we define communication as a process of sharing our beliefs, opinions, thoughts, feelings, and ideas with others for the purpose of achieving mutual understanding, then the concept of understanding and shared meaning takes on a far greater significance than merely expressing an opinion. In communication, the goal is not to impose our views on others or to "force-feed" them to an audience. Rather, the aim is to engage both ourselves and others in a mutual exchange of beliefs, thoughts, and ideas so that we may better understand the world. Along this path, one party may use logical or ethical reasoning to influence the direction of the communication flow, but this is not a necessity. In fact, it can be said that in a true communicative dialogue, messages and feedback are exchanged between sender and receiver until both parties arrive at a shared understanding of the subject at hand. And of course, in some cases, such an agreement may never be reached.