Komunikacijos proceso efektyvumo užtikrinimas – misija (ne)įmanoma? (Semiotinis požiūris)
Ensuring the Efficiency of Communication Process – Mission (Im)Possible? (Semiotic Approach)

Summary/Abstract: The first strategies to ensure the efficiency of communication process were based on linear, unidirectional processes, over time including feedback into strategies. The representatives of this process approach to communication attributed the decisive role in the success of the communication process to the sender of information. The results of the studies of semiotic and linguistic pragmatics have shown that the recipient of the information has an equally important role to play, as he or she not only receives the information but also interprets its content. Proponents of the semiotic approach to communication have shown that meaning is not only determined by verbal means, and that it is therefore appropriate to examine the conditions necessary for the formation of meaning: relationships (e.g., the relationship between the addresser and the addressee), and contexts (e.g., culture, motivation, values, communication skills, creativity). Moreover, it was found that not only the role of perception or cognitive abilities, but also primary sensory experience (intuition) and emotional intelligence are important in the communication process.

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