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 means transmitting a message from one person to another. The pathway involves a sender, a receiver and a message, a feedback and noise. The sender keeps the receiver in mind when he sends the message. Thus a sender uses his conversational and language skills when transmitting the message. Though an online forum is not a direct communication but the basic principles are the same. The sender sends the message through the forum which acts as a medium to multiple receivers. The advertisements on the forum and the various comments besides his own can be categorized as noise. The sender still keeps the receiver's preferences and their mindset in perspective. He will target those whom he needs to read his comments in the forum. Thus the basic structure in interpersonal communication and communication on an online forum remains the same. The only difference lies in the skills possessed by the sender. The sender doesn’t need only good linguistic skills as a direct sender would but he also should know how to write. His spellings, grammar and punctuation should be correct so as to not deter his readers. There should be a flow in his writing so the readers are not distracted by errors of writing, otherwise his own errors will increase the strength of the perceptual screen of the receivers.
The perceptual screen of the receiver is also present in the online forums but in this case it very narrowly filters the message. This happens because the receivers do not directly know the senders and the credibility of online forums is lower than that of direct communication.
2. How does defensive communication enter into this case?
Defensive communication is basically communication which a person employs when he perceives a potential threat. The communicator will try to make his own image better in comparison to his rival. He might also use strategies to undermine his rivals. Both these strategies are evident in Rahodeb (John Mackeys) postings on the internet forum and his slandering in real life. Defensive communication entered in this case as early as the year 2001 when John Mackey directly threatened Odak at a retailing conference in Manhattan. His supposed words "I am going to destroy you" attack Odak and his company. The further assault employing defensive communication and the counterattacks are further visible when he lauded Whole Foods stocks as an anonymous writer. He tried to change viewer's perceptions of his company and OAT. He did that by portraying Whole Foods in a positive way. He said that he admires John Mackie, is a big fan of the company, and is aligned with its mission". He also undermined OATS importance when he said that OAT's locations are too small, its management doesn’t know what it is doing and it has no value and future. This all is defensive communication as the user protects him and attacks a rival strategically.
3. How is the Internet transforming the way people communicate?
The internet was intended to facilitate communications and it has transformed everything from the speed to the content of communication. The first change that the internet has caused is decreasing the importance of face to face communication thus decreasing the quality of communication. People can communicate via email, social networking websites and the newer trend is video conferencing. This increases the frequency of communication but decreases the quality as nothing can be as healthy as a face to face relationship.
Since communication is getting more and more instant and quick, the need for correct grammar and spellings is diminished. Communication on the internet frequently uses abbreviations instead of words and emoticons to express their feelings. Thus internet is transforming the way people write. Thus for teenagers living in the virtual space, the quality of writing is decreasing. One of the other predominant effects of the internet on communication is the creation of virtual identities. This is what happened in Whole Foods case. People can have multiple identities and deceiving others can become easier as physical presence is not required on the internet.
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 whole foods declaration of interdependence states that it is contingent for the company's success to communicate more openly, and more compassionately. It also states that better communications equals better understanding and more trust. It is ironic that the company's own CEO defied this Declaration.
The first negation of this appears when he posts on an online forum with another identity. The hiding of his true identity hindered open communication from the CEO of the company to the masses. He portrayed wrong perceptions of OATs thus creating an ethical dilemma. Secondly he openly slandered OATs which is in contradiction to compassionate communication as promised by the company. The discovery of his actions led to a decrease of the mass's trust in him and his company rather than developing it as the company's declaration declared.