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Communication happens everywhere, in every organisation – between family members, at corporation board meetings, through media and even billboards. Fisher (1978, cited by Sperka, 1996) describes communication as a channel through which information, a message, is conveyed. It is not just the actual message but also the manner in which it is conveyed, the interpretation and perception of the participants to that message, and their reactive responses which gives the process meaning (Kaye, 1994, p. 8). For example, the constructivism theory of communication proposed by Delia, O’Keefe and O’Keefe (1992) suggests that communication is ‘the reciprocal construction of meaning’, and ‘individually constructed meanings constitute the basis of one’s actions towards and interactions with others’ (Kaye, 1994, p. 14). That means that the message itself is only part of the process. The way the communication participants understand and respond is directly affected by their personal impression of the other participants, and the type of media and tone used filtered through their own life experienc…