Running Head: CASE STUDY
Case Study
Case Study
1. Discuss how the basic interpersonal communication model that is presented in Figure 8.1 can be applied to the impersonal nature of an online forum.
Interpersonal communication is the act of sending message from one person to another. It involves one person talking to another person or many people communication several other people. It is useful in helping us get better understanding of how and why behave the way we do. The components of this form of communication are the sender, the receiver and the message as well as the feedback mechanism and noise. The sender when sending the message is supposed to think of the receiver of the message, he, the sender, is therefore utilizing his communication and language skills when passing the message to the receiver. The online forum applies the same aspects as in this form of direct communication. It involves the sending of the message by the sender via the forum that is related to the medium to several receivers. Noise is not part of the communication system but just hinders clear communication to be achieved. In the online forum, the advertisements are the noise as well as the comments from other people and not one’s own comments (Michael K. McCuddy, 2007). The receiver’s desires and preferences are kept in mind by the sender when sending the message. The sender aims to send his message to the receivers he want to get his message through the forum.
There is a common relation between the structures of interpersonal communication and communication in an online forum. The variation comes about in the knowledge and experience of the sender. In addition to good language skills that the sender has to have, he has to be good in writing. His spellings, grammar and punctuation are meant to be at par with the language used for easier understanding by the receivers. Poor writing by the sender may provide wrong communication far from what is expected or intended by the sender. Small errors may give wrong communication or lack of it or more generally lack of trust on the side of the receiver. The perception held by the receiver will increase or decrease depending on the sender’s errors.
The perception of the receiver is similarly present in the online forums, however here it there is some limited filtering of the message. This is normally done as a safety measure by the receiver since the receiver does not know how credible the message or the sender of the message is. In most instances, the credibility level of online forums is quite small in comparison to direct communication.
2. How does defensive communication enter into this case?
This form of communication is normally used when there is a perceived potential threat. John Mackeys alias Rahodeb applies several strategies that involves posting on the online forum and the use of defamatory statements in real life. The strategies involve; the sender of the message tries to advance his message in comparison to the enemy. Several techniques are similarly employed to downgrade the enemy.
There were other instances of defensive communication noted in the year 2001 in a retailing conference in Manhattan, the use of the words “I am going to destroy you” said by John Mackey that was directed to Odak as a threat. The use of defensive communication can similarly be seen when John Mackey used a cover up name while making his defamatory comments. The use of an alias name was meant to save his company’s image while changing OATS image. Whole Foods was left unscathed in the whole use of slandering terms on the online forum, in fact it gained prominence. He termed to John Mackie as his admirer and a huge fan of his company and is a keen follower of his mission. Rahodeb said that OATS locations are too small; there is poor level of management which lacks the technical know-how in addition to lacking any importance and future. John Mackie applies this form of defensive communication technique while saving his company at the same time downgrading the OAT Company also termed to as the enemy.
3. How is the Internet transforming the way people communicate?
The internet is used to enable communication from people in different locations. The internet has developed presently to allow fast communication as well as a large amount of data to be transacted from one place to another. People are able to communicate to another person not minding of the distance or the amount of the information needed (Tyler, 2002). The internet has moreover enabled its easier access to devices not only the computers, but to other portable devices such as mobile phones, and laptops. Such devices are getting cheaper with days hence enabling more and more people to get easier access to them.
Internet communication however has limited the quality of information that is there when people communicate face to face. When people communicate through emails, social sites and video conferencing there is limited quality when compared to face to face communication. The increased speed of communication on the internet has evaded the need for correct use of correct grammar. People on the internet communicate using abbreviations to express a message or feelings. This has declined the need to learn correct spelling and grammar.
The internet has also allowed the use of false identities; people are using false identities to pass information that may be demeaning to others. A case in instance is the Whole Foods situation, where John Mackie uses Rahodeb to cover up his real identity to defame OAT while popularizing his company. The internet allows one to have several identities and pass false information to several others on the internet. The use of false information was visible in the case study when John Mackie posted false information over the online forum. Such statements can be used to down grade a person’s popularity hence attributing a wrong character to his customers which is not his real character. This is meant to decline the popularity of the enemy while at the same time heightening his company.
4. Discuss the ethical problems that are revealed by examining John Mackey’s online postings in relation to the communications provision of the Whole Foods Declaration of Interdependence?
The communication provision of the Whole Foods Declaration of Interdependence states that its success is related to the open communication. Furthermore, a good form of communication earns a company an improved form of understanding from others as well as being trusted. The company CEO went against this provision by the steps that he took, hence defying the declaration.
This is seen when he used a false identity on the online forum to hide his real identity. This went against the aspect in the provision of open communication. The ethical problem created was the deceiving perception of OATs by the Whole Foods CEO, John Mackie. He additionally made defamatory statements against OATs which does similarly and clearly goes against the need of compassionate communication made in the provision.
The steps taken by John Mackie were against the morals and ethics of the society and business world as well as going against what his company was presumably supposed to stand for. Thus instead of lifting his popularity and his company, it brought its popularity downwards. OATs on the other hand gained the prominence over the whole saga as opposed to what John Mackie had been rooting for.
Bibliography
Michael K. McCuddy, T. L. (2007, September). Case Study. Retrieved July 26, 2011, from http://www.wholefoodsmarket.com/company/
Tyler, T. R. (2002). Is the Internet Changing Social Life? It seems the more things change the more they stay the same. Journal of Social Issues, 195-205.
