Communication without Communicating: The Peril of Unintended Interpretation
By Ishola, N. Ayodele
“miscommunication or misinterpretations in critical situations can have profound and sometimes irreversible implications”
The Yoruba proverb goes, "A i soro yanran lo pa elenpe
akoko, to ni gba wuwo ju awo lo," which translates to "Lack of
clarity in communication causes the death of Alenpe the first." The tale
unfolds with Alenpe, the esteemed village chief known for his vast knowledge
and experience, engaged in a heated argument with the elders of his community.
The dispute revolved around the weight of the calabash compared to the ceramic
plate.
Chief Alenpe staunchly asserted that the calabash was heavier, a notion considered absurd by everyone, even children who recognized the calabash as very light. In his unwavering confidence, Chief Alenpe went as far as wagering his life, proclaiming that his head should be cut off if the calabash was not heavier. Perceiving the irrationality of Chief Alenpe's claim, the villagers brought the matter to the king's attention.
At the palace, Chief Alenpe adamantly stuck to his stance. The king, seeking resolution, ordered his servant to fetch both a calabash and a ceramic plate for examination. Upon the servant's return, it became evident that the ceramic plate was indeed heavier. In response, the king swiftly ordered Chief Alenpe's execution. As he was being escorted out of the palace, Chief Alenpe desperately shouted that he was referring to a wet calabash.
Those who overheard him rushed back to inform the king of Chief Alenpe's clarification. In a bid to rectify the mistake, the king promptly instructed his servant to bring a wet calabash. When weighed against a ceramic plate, it was revealed that Chief Alenpe was correct – the wet calabash was heavier. Despite the realization, the execution had already taken place, illustrating the tragic consequences of miscommunication.
Alenpe's intended statement was, "Wet calabash is
heavier than a ceramic plate," not "A calabash is heavier than a
ceramic plate." This nuance is crucial because a calabash, when thoroughly
dried in the sun with no water left in it, becomes suitable for serving food.
This knowledge is not commonly known, and the story serves as an analogy for
the recent speech by the Minister of Industry, Trade, and Investment.
The Yoruba proverb, "A i soro yanran lo pa elenpe akoko, to ni gba wuwo ju awo lo," warns of the peril of unclear communication through the tale of Chief Alenpe. Similarly, the assertion by Dr. Doris Nkiruka Uzoka-Anite, the Minister for Industry, Trade, and Investment, during a stakeholder forum on the Nigerian government's new National Automotive Industry Development Policy, echoes the consequences of miscommunication and the critical importance of mastering the art of message framing.
The Unintended Consequences of Miscommunication:
The Strategic Art of Framing in Communication: A
Delicate Balance:
Framing is the deliberate choice of words and emphasis
to shape the perception of a message. Framing in communication is a powerful
tool that can shape public perception, influence attitudes, and drive policy
decisions. It involves the intentional selection of words and emphasis to
convey a particular meaning. In the realm of strategic communication, the case
of the Nigerian Minister for Industry, Trade, and Investment, Dr. Doris Nkiruka
Uzoka-Anite, serves as a noteworthy example of how framing can either enhance
or undermine a message.
The Power of Framing:
Examining the Channels TV headline from the viewpoint
of a foreign investor reveals a stark truth about the power of framing in
shaping perceptions. The statement, as framed, echoes a sentiment akin to a
public declaration of distrust in locally produced vehicles. To a foreign
investor, this could signal a lack of confidence in the quality of Nigerian
products and, by extension, the business environment.
The Essence of Message Framing:
From a strategic communication standpoint, this
incident serves as a textbook case of communication without effectively
communicating. Leaders, especially those in public office, must master the
delicate art of message framing. Dr. Uzoka-Anite, in her attempt to emphasize
the government's commitment to quality, inadvertently created a narrative that
undermined the very industry she sought to promote.
Key Lessons for Strategic Communicators:
1. Mindful
Framing:
Strategic communicators must be meticulous in framing
messages to align with their intended objectives. Emphasizing the positive
aspects rather than dwelling on potential negatives can help ensure that the
message is received as intended.
For instance, during the COVID-19 pandemic, countries
that framed public health measures positively, emphasizing collective
responsibility and community support, experienced higher public compliance. In
contrast, messages focusing solely on restrictions without positive framing encountered
resistance and compliance challenges.
2. Context
Matters:
The context in which a message is delivered is
paramount. Dr. Uzoka-Anite likely believed she was addressing a local audience,
but the reality is that, in the age of media omnipresence, every statement is
broadcast to a global audience. Strategic communicators must be mindful of this
broader context.
In 2018, Starbucks faced a crisis when two black men
were arrested in one of their stores. The incident, when framed solely within a
local context, sparked outrage. However, as the news went global, Starbucks had
to adapt its response to address the broader context of racial sensitivity and
diversity, illustrating the importance of considering a global audience.
3. Audience
Awareness:
Understanding the audience is a fundamental principle
of effective communication. In this case, the misalignment between the intended
local audience and the unintended global audience underscores the need for
leaders to be acutely aware of who they are speaking to and the potential
repercussions of their words.
Pepsi's 2017 ad featuring Kendall Jenner, intended to
convey unity, faced severe backlash. The misalignment between the intended
audience (aimed at promoting unity) and the unintended global audience led to
accusations of trivializing social justice movements, highlighting the
consequences of not fully understanding the diverse perspectives of a broad
audience.
4. Message
Framing Expertise:
Framing is an art that requires finesse. The Channels
TV headline demonstrates how a slight shift in emphasis can entirely alter the
perception of a message. Strategic communicators must hone their skills in
framing messages positively to align with their objectives and avoid unintended
consequences.
In one of my "Communication without
Communicating" series this year, the spotlight was on the fallout of CMC
Connect's survey report, where they asserted that "62 percent of Nigerians
see the country moving forward under the administration of President
Tinubu." However, the media's interpretation of this report diverged
significantly, resulting in headlines that created the impression that 62% of
Nigerians believe the country is progressing under Tinubu despite economic
hardship at a time when many Nigerians were expressing concerns about the high
cost of living due to subsidy removal and Labour unions threatening to embark
on a nationwide strike. This triggered skepticism among analysts and survey
experts, prompting them to question the authenticity and veracity of the CMC
Connect report.
The crux of the misinterpretation of the CMC Connect report rested on the word "see," which various media outlets construed in diverse ways. While the likely intention was to convey optimism, the choice of this specific word introduced ambiguity, shaping public perception in unintended ways. In hindsight, opting for a more precise word choice, such as "hopeful" or "looking forward," could have averted the confusion, underscoring the pivotal role of framing in shaping public opinion.
A positive example would be how the Coca-Cola's "Share a Coke" campaign strategically framed the act of sharing a Coke with a friend as a personalized and positive experience. The emphasis on personalization resulted in a significant increase in sales and engagement, showcasing the effectiveness of framing messages to evoke positive emotions.
5. Consistency
in Messaging:
Consistency in messaging is a foundational principle
for effective leadership communication, offering a roadmap to build trust and
credibility. Leaders who maintain a coherent and unwavering narrative, aligned
with their actions and organizational values, establish a clear identity and
reinforce a positive brand image. This consistency not only mitigates the risk
of misinterpretation but also enhances credibility and fosters long-term trust
among stakeholders. It becomes a critical asset during challenges or times of
change, providing a stable reference point for effective communication. By
prioritizing consistency, leaders cultivate enduring positive relationships,
engaging stakeholders authentically, and leaving a lasting impact on their
organizational reputation.
A good example is how Apple's consistent messaging on
innovation, user-centric design, and cutting-edge technology has contributed to
its strong brand image. Consistency across product launches and marketing
reinforces the company's identity, builds trust with consumers, and has led to
Apple becoming one of the most valuable brands globally.
Conclusion:
In the words of George Bernard Shaw, "The single
biggest problem with communication is the illusion that it has taken
place." Dr. Uzoka-Anite's statement illustrates how easily this illusion
can be shattered when a message is not carefully crafted and framed.
According to a study by communication experts James W.
Humes and Marshall McLuhan, miscommunication often arises when the context is
not considered, illustrating the importance of contextual awareness in
strategic communication (Humes, 2001; McLuhan, 1964).
Additionally, statistical evidence, as shown in a
survey by the International Association of Business Communicators, highlights
that 67% of miscommunication issues stem from a lack of audience understanding,
emphasizing the crucial role of audience awareness in effective messaging
(IABC, 2022).
In essence, strategic communicators must heed the
lessons derived from these insights, case study and the Alenpe tale: context
matters, audience awareness is paramount, and mastering the art of framing is
not just advisable but imperative to facilitate genuine understanding and trust
in the realm of communication.
In a nutshell,
Just as Chief Alenpe's misinterpreted statement led to
tragic consequences, the minister's comment became a focal point of controversy
and accusations against the government. The parallel emphasizes the imperative
need for precision in communication, as missteps can lead to unintended and
impactful outcomes, underscoring the timeless lesson embedded in Alenpe's tale.
Furthermore, it becomes even more evident that the
essence of effective communication lies not solely in what is said but,
critically, in what people hear and perceive which is also in congruent with
the findings of communication experts such as Deborah Tannen, who emphasizes the
significance of understanding how messages are interpreted by diverse audiences
(Tannen, 1986). And this further lends credence to my assertion that, “It is
not what you say but what the people hear that shapes their actions and
reactions”
Ishola, N. Ayodele is a strategic communication expert
who specializes in ‘message Engineering’. He helps Organizations, Brands and
Leaders Communicate in a way that yields the desired outcome. He can be reached
via ishopr2015@gmail.com or +2348077932282.
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