Sharokh Saudagar

The track and field team will also benefit from a new playing surface starting this year with a high-tech Rekortan BV track system.

Ryan Ivey, the SFA Director of Athletics, says, “This was a project that was really needed. Not just the football field, but the track resurfacing as well. This project is going to impact 60 percent of our student athletes.

According to Ivey, these new installations will benefit almost all of the student-athletes at SFA. And, by choosing the leaders in athletic surface technology, the SFA Athletics program can now boast a top-of-the-line competition surface, improved safety, and impressive aesthetics at Homer Bryce Stadium.

“The softball team, the baseball team, the soccer team, everyone is going to be able to take advantage of this. It’s really alleviated some safety issues and will serve so many athletes.”

The new track features a paved base mat, which boosts resilience, and a top layer of rubber and solid-pour polyurethane.

The field is being expertly installed by Symmetry Sports Construction, a certified AstroTurf distributor.

The football field is an AstroTurf® RootZone 3D3 system, one of AstroTurf’s most popular products. It provides the extreme stability offered by the company’s patented Trionic fibers, along with grass-like traction and improved durability. SFA is also installing a Brock Pad SP 17 underneath the turf system to further enhance shock absorption.

The new football field and track system will be known as the Jimmy W. Murphy Field. Murphy was inducted into the Lumberjack Athletic Hall of Fame in 1979 and has contributed over $2 million to Stephen F. Austin State University over the years to support football scholarships and enrich the SFA football program.

The field is expected to be completed soon, coinciding with the Lumberjack’s flagship year as WAC members. SFA, along with the other Texas 4 schools – Abilene Christian, Lamar, and Sam Houston State – are departing the Southland Conference on July 1st. They will all play in the Southwest Division of the Western Athletic Conference, which also includes UTRGV and Tarleton State.

“I was familiar with AstroTurf from my time at Texas A&M University-Commerce,” Ivey said. “We had AstroTurf on our football and softball fields. There were a lot of data points and references were able to use. This installation is something that can really set us apart.”

“From the customer service at Symmetry Sports and AstroTurf, everyone was so helpful during the entire process. They were great to work with. Everyone was accountable. It wasn’t just show up and put it down. Everyone was here to work through the process.”

SFA has earned numerous accolades over the years. Most noteworthy are recent FCS playoff berths in 2009, 2010, and 2014. Also, just this year, two talented Lumberjacks were named to the 2021 Freshman All-American Team – offensive lineman Justice Guillory and defensive lineman Caleb Fox. Wide receiver Xavier Gipson was made an honoree on the Sophomore All-American Team.

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The communication cycle is a linear model of communication. Through schematic representation, the communication cycle details the relationship between sender, message, medium, and recipient.

The communication cycle was developed by mathematicians Claude Elwood Shannon and Warren Weaver.

In any context, effective communication is the conveying and receiving of messages between individuals in a manner that is easily understood.

The process of communication starts when a sender transmits a message to a receiver through a specific medium.

Upon receiving the message, the receiver responds in an appropriate time frame – otherwise known as feedback.

This simple back and forth example where the sender and receiver reciprocate roles represents the communication cycle.

The cycle can be used when messages are transmitted through writing or non-verbal (body language) means in a variety of different contexts.

In Shannon and Weaver’s interpretation, there are seven components to the cyclical process of communication.

The sender – otherwise known as the source – starts the cycle by deciding they have information they want to share.

Before sending a message, the sender must ensure that it reaches the receiver in a way that the receiver understands. In other words, what is the purpose of the message? How should the receiver ideally react after receiving the message?

Encoding involves the sender deciding on how to best convey their message.

Appropriate words, gestures, tones, and sounds are important and should be based on knowledge of the receiver.

For example, authors who write children’s books usually communicate in short, sharp sentences with simple, child-friendly words.

During the encoding process, it’s critical to clarify various aspects such as:

This helps making the communication cycle way more effective down the road.

The message is simply the piece of information a sender communicates. Messages are based on the information chosen and how the information is conveyed so that the receiver understands it.

The medium describes the means of communication. It may be a newspaper, computer screen, television, or radio. Each medium will be suited to a particular form of communication and subsequent audience.

The receiver is an important part of the communication cycle, for without someone to receive a message there can be no sender.

The receiver gathers sent information and then attempts to understand it. If successful, the receiver becomes the sender, and the cycle repeats.

This is also known as feedback because the receiver responds to a message by broadcasting their views.

To ensure that the process runs effectively, messages must easily be decoded. For example, a video featuring Stephen Hawking communicating the wonders of astrophysics would be lost on most children.

A travel article espousing the nuanced beauty of a particular destination may be unable to be communicated to readers who have never visited.

Indeed, successful receiver decoding is often reliant upon individual thoughts, memories, and perspectives.

In the decoding process, you want to consider all the main aspects that can affect it.

Things like:

Invariably, there will be interferences in the communication cycle. This is called noise, which disrupts harmonious communication in several ways.

Noise can occur when the sender uses technical jargon in their messages that the receiver cannot understand. Those who speak with heavy accents may also experience problems with communication.

The receiver can also contribute to noise. Distractions are common in this instance, perhaps the result of being ill or entering a communication with preconceived notions or judgments.

Lastly, noise can also be literal. Loud concerts are notorious for contributing to poor communication, as are slow internet connection speeds.

In general, there are a few kinds of noises that we want to take into account which might affect the communication cycle:

A communication cycle diagram is any that illustrates the transmission of information between two or more entities. Communication cycle diagrams are used to describe how information is transmitted during communication.

These diagrams are used to depict communication models that are:

Or models that define communication as an interactive process between the sender, receiver, and feedback.

More dynamic models that consider senders and receivers to be communicators.

In essence, transactional models view communication as a cooperative process where both entities contribute to the outcome and effectiveness of the interaction.

By their very nature, communication cycle diagrams are not used to represent linear communication models such as the Shannon-Weaver model.

Here, the communication process is one-way and not cyclical.

Other models of this type comprise the Schramm model.

Or the Berlo’s model.

Other communication models look at closed loops.

A hybrid to that is the transactional model of communication, which leverages context to have a much deeper understanding of the communication process.

While the exact composition of a communication cycle diagram will vary from model to model, most will describe the following core components:

The individual or entity wishing to transmit a message.

Effective transmission relies on crafting a message the receiver will understand and take the desired action on.

In some models, this process is known as encoding.

Or the information the sender wishes the audience to receive and then understand.

The message may be written, oral, or non-verbal in nature.

How is the message transmitted? It could be via email, television, text, letter, telephone, or face-to-face.

This is any factor that can impede or interfere with message transmission.

Noise can be literal, which is often experienced with a poor television or phone signal.

But it can also take the form of non-literal sources such as the accent of the speaker or their culture, level of understanding, or emotions.

Language barriers are also a prime source of noise in the communication cycle.

The receiver is the individual or entity that receives the message and seeks to understand its purpose or intention.

In some models, this process is known as decoding.

When the receiver transmits a message back to the sender based on their original message, this is known as feedback.

This is an important part of the communication cycle because feedback tells the sender their message was understood in the way they intended.

However, in some cases, the receiver may ask for clarification if the message was impeded by noise. Feedback may be verbal or non-verbal.

In this example, consider a business meeting where the executive team is assembled to review important KPIs.

The sender is the host, speaker, or facilitator of the meeting. This individual initiates a conversation, encodes the message in the appropriate channel, and is responsible for establishing the intent of the meeting itself.

The intent, in this case, is to review employee performance management KPIs.

The message of the meeting can be thought of as the aim of conducting it in the first place. In other words, the executives are assembled to ensure employee performance KPIs:

KPI reviews are notorious for endless discussions about numbers with no real consensus on a way forward. To ensure the meeting focuses on the actions required to improve outcomes, the facilitator sticks to 10 or 12 KPIs that cover the four key areas of employees, customers, revenue, and processes.

The medium is verbal, face-to-face discussion, but there is also an element of non-verbal body language as each attendee assesses the temperature of the room, so to speak, when discussing how to improve each KPI.

The facilitator also uses KPI dashboards to stimulate productive discussion. In this example, the executives prefer to have the data presented as charts and graphs in PowerPoint with different status colors that highlight trends.

There are many potential sources of noise in a meeting scenario. These include:

Collectively, the receiver is the group of meeting attendees who must decode the message sent by the facilitator and maintain the communication process.

Each of the above sources of noise will determine whether they can properly decode the contents of the presentation.

Once the senior executives have decoded the message, they must confirm or validate effective listening by responding in turn.

On the micro level, one attendee may nod and smile at the speaker or a colleague to confirm understanding or agreement.

On a broader level, feedback means each attendee will be able to analyze the KPIs and work with others to formulate corrective strategies.

In this real-world example of the communication cycle at work, let’s take a look at The Coca-Cola Company’s “Share a Coke” campaign.

The sender of the information associated with the campaign is The Coca-Cola Company. To be more specific, the campaign was devised by Coca-Cola South Pacific and the marketing agency Ogilvy to strengthen the Coke brand with Australian young adults.

The company replaced its logo on one side of a Coke bottle with the catchphrase “Share a Coke with” and then selected the 150 most popular first names in Australia.

For example, “Share a coke with Sam” or “Share a Coke with Chris”.

Also printed on the label was the hashtag #ShareaCoke to appeal to millennial consumers and encourage them to share their experiences on social media.

Coca-Cola encoded the message by selecting the most popular first names by region.

In other words, the names it used for the Australian campaign were not the same as those used later in the United States or indeed the 80 other markets where the campaign was launched.

The company even developed a custom font that was easier to read than the traditional Spencerian cursive script it uses for “Coca-Cola”. As the campaign spread around the world, labels also reflected the local culture and interests of the target audience.

In Australia, for example, the labels incorporated regional slang and colloquialisms. Conversely, in the UK, labels featured popular British landmarks.

The following channels were used to promote the campaign:

Consumers decode the message when they recognize their name on a bottle of Coke and see the hashtag #ShareaCoke. The message is also decoded when a consumer can recognize a local landmark or slang word.

Potential sources of noise in the campaign include:

The intended receiver in this communication cycle were millennial consumers. The company had identified that cola consumption among this cohort was on a slow and steady decline and, in any case, consumers were not engaged with its brand.

Feedback primarily occurred on social media where users were encouraged to share photos of themselves enjoying a Coke beverage with the relevant hashtag. In the campaign’s first year, over 500,000 images were shared on Facebook alone.

The company became one of the first to incorporate feedback from user-generated content in a marketing campaign. More importantly, it responded to comments, answered questions, and made itself more accessible to millennial consumers.

Coca-Cola also monitored feedback from sales data, customer service channels, and in-person interaction from experiential displays. It then used this feedback to adjust production, distribution, and marketing strategies to start the cycle once more.

Read Next: Lasswell Communication Model, Linear Model Of Communication.

Aristotle’s Model of Communication

Communication Cycle

Berlo’s SMCR Model

Helical Model of Communication

Lasswell Communication Model

Modus Tollens

Five Cannons of Rhetoric

Communication Strategy

Noise if Communication

7 Cs of Communication

Transactional Model of Communication

Horizontal Communication

Communication Apprehension

Closed-Loop Communication

Grapevine In Communication

ASE Model

Integrated Marketing Communication

Social Penetration Theory

Hypodermic Needle

7-38-55 Rule

Active Listening

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Add several small mirrors to unwelcome nesting sites and birds may not only move on because of the light, but their own reflections could fool the birds that the site is already claimed. Mylar strips, reflective wind chimes, and pieces of aluminum foil dangling in a small mobile are other options.