ETX2250/ETF5922

Communication Theory and Practice

Lecturer: Kate Saunders

Department of Econometrics and Business Statistics



Theory

So far we have developed a good understanding of the theory.

We have learnt:

  • The best practice principles in data visualisation

  • Know what separates a good plot from a bad one

  • Also know what plots work best for which variables

  • We know how to create a range of different plots

  • Last lecture Added how to polish our plots and describe them

In Practice

Reality

  • Good communication requires the sharing and understanding of key messages

  • A visualisation can be ‘good’ technically without communicating the key messages well

  • You need the technical skills to process and visualise the data

  • But you also need the communication skills to get the message across to others effectively

Learning Objectives

Time to level up our data visualisation by understanding the principles behind good communication.

Today’s class

  • Learn about basic communication theory and its connection to data visualisation

  • Learn how to adapt the communication style for audience, message and medium

  • Identify and apply rhetorical elements to improve data storytelling

Acknowledgement



Thanks Emi!

This material was adapted from a lecture in ETC5523: Communicating with Data, that was developed by Dr. Emi Tanaka - @statsgen

Communication Theory

Communicating

To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.

– Anthony Robbins

Communicating with data

The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.

– Sydney J. Harris

Communication is a process

Communication is often thought of as discrete, independent acts but in fact it is a continuous, ongoing process.

Linear communication model

Transactional communication

Communication competence


There is no single, ideal way to communicate

  • Good communication is situational and relational

  • Relies on understanding the where, what and who

  • Or in other words: Medium, Message and the Audience

The Where: Medium

Medium

How do you plan to communicate your key messages.

  • Verbal (face-to-face, zoom)
  • Short form (tik tok, pitch)
  • Visual or Audio
  • Report
  • Presentation
  • Formal or Informal setting
  • Many more!

The Who: Audience

Audience

  • Colleagues or peers
  • Managers
  • Technical professionals
  • Customer
  • Students
  • Policymaker
  • Journalist
  • Public

The What: Message

Messaging

  • So far we’ve used data-visualisation to explore our data

  • We also want to use data-visualisation to communicate key messages

Need to think about:

  • What is it you want your audience to know?

  • How can best can we use visualisation to communicate that message?

Communication outcome

Messaging outcome

How do you want your audience to use or respond to those messages? What is the outcome you want from the messaging?

  • Inform: Update their understanding
  • Persuade: Change their behaviour
  • Inspire: Help people think differently
  • Instruct: Teach how to do something
  • Entertain: Engage and have fun

Your turn

Your turn

Try to explain the importance of data visualisation to:

  • A 5 year old

  • A high school student

  • A peer at university

  • Your parent

  • Your boss

More on Communication

Communication competence

Competence

  • Select the most appropriate communication for a particular situation

  • Perfect and practice how you deliver that type of communication

  • Consider empathy or perspective taking

  • Consider cognitive complexity and communicate at the appropriate level

  • Self-monitoring reflect on efficacy of your communication

  • Be open to feedback and where appropriate integrate it into your design or approach

Types of communication


Consider the type of audience

  • Intrapersonal – communicating with one-self
  • Dyadic/interpersonal – two people interacting
  • Small group – two or more people interacting with group membership
  • Public – a group too large for all to contribute
  • Mass – messages transmitted to large, wide-spread audiences via media

Communication is symbolic

Symbols

Meanings rest in people, not words

  • Communication works when we agree on meanings.

  • Need to ensure people interpret the messages in the intended way.

Effective communication

Effective Communication

  • Communication doesn’t always require complete understanding
  • We notice some messages more and ignore others, e.g. we tend to notice messages that are:
    • intense,
    • repetitious, and
    • constrastive.
  • Motives also determine what information we select from environment

Rhetorics

The art of effective or persuasive speaking or writing

Rhetorical Triangle

Rhetorical Situation

Context and sitatuion matter!

Consider these factors:

  • Writer or Speaker

  • Purpose

  • Message

  • Audience

  • Context

Your turn

Your turn

Consider these scenarios - What rheteorical situation?

  • The lecturer teaching ETX2250/ETF5922 is sharing material

  • A social media influencer is promoting a sponsored product

  • The Australian Bureau of Statistics reporting the latest job statistics

No one ever made a decision because of a number. They need a story.

– Daniel Kahneman

Maybe stories are just data with a soul.

– Brene Brown

Hans Rosling

Communicating with Data


Wrap Up

Wrap Up

Summary

Learnt about:

  • Communication theory and its connection to data visualisation

  • Discussed how to adapt communication style for audience, message and medium

  • Identified and applied rhetorical elements to improve data storytelling

  • Learnt how to use human cognition and perception to improve our communication

ETX2250/ETF5922