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2. Culture of verbal communication

Culture of verbal communication assumes the choice of language means for the human activities in certain communicative situations.

The verbal culture includes three components: normative, communicative and ethical.

  • The normative aspect. Verbal norms are established standards of speech behaviour maintained by a society. The norms of the verbal culture are the generally accepted rules of usage of language symbols in the human speech. The language norms regulate the verbal behaviour of a person in a society. There are phonetic, morphological, syntactical, and lexical norms. Standards of a language are the basis of the verbal culture. So, to communicate well in English, you should have a good command of the English language above all!

  • The communicative aspect of culture of speech controls the ability of an individual to find a precise means for their thought, and also the most appropriate means in certain situations and spheres of communication to fulfill the communicative task. Be aware in what situation you are!

  • The ethical component of the verbal culture includes the ethics of communication, which is interconnected with the culture of behaviour. Ethics of communication requires from people to observe some rules of verbal and non-verbal behaviour in certain situations.

Verbal Etiquette

Etiquette is interconnected with the culture of verbal communication, with verbal etiquette. Every day we use the expressions of verbal etiquette: we address people, thank them, make compliments, invite, advise, request and ask. Verbal etiquette is the norms of verbal behaviour, accepted in a society. It is a system of fixed communication formulas which verbally serve the etiquette of behaviour. They are called Conversational formulas. Conversational formulas are linguistic ways of expressing of verbal acts which are used in typical communicative situations – greeting, leave-taking, apologizing, gratitude, thanks, congratulation and so on.

3. Semantic and social nature of language

Language is a subtle medium, and it transmits information of both a semantic and social nature.

Semantic nature of language. Verbal communication involves several sorts of meaning at once. It is due to meaning of talk (speech) that we can communicate our message and understand other people. The meaning of a word is the connection between a word and the thing it represents which a particular group of people has chosen to make. English as a code can only be understood if both parties give the same meaning to the symbols that are used. There are three kinds of meaning.

Literal meaning of speech. The literal meaning of an utterance is what it would mean if you looked it word-for-word in a dictionary then applied the rules of grammar to it. According to literal meaning the correct answer to ‘Can you pass the salt?’ is “Yes, I am able to’. But this utterance is intended to mean ‘Would you pass me the salt, please’, and the listener is expected to simply pass the salt.

Action meaning of an utterance is what people should do. ‘Can you pass the salt’ suggests that the listener pass the salt and should not be answered ‘Yes’. The utterance ‘It’s hot in here’ can suggest that someone open a window.

Connotative meaning is additive meaning and suggests emotions and feelings. It often goes along with literal and action meaning. Connotation can be remarkably expressive and different. ‘Julie’ can become ‘Professor Smith’ when her secretary is irritated.

Social nature of language. Communication can be formal and informal. People speak differently to their families and intimate friends, to colleagues and to their bosses. Most people feel comfortable in informal situations, such as family, friends and perhaps close colleagues. In a workplace, it is important to maintain the formality of communication. Generally, the more formal the event, the more formal the speech. The skilled communicator will be able to adapt appropriately to situations at different levels of formality.

Social Settings

Many impressions formed during a party, dinner or golf game can make or break a key business arrangement, whether or not business is discussed directly. Always carry business cards. Arrive at a party at the stated time or up to 30 minutes later. (Not earlier than the stated time, under any circumstances.)