The Contextual Model of Communication takes culture, experiential learning, values, principles, and practices of individuals into context within the conversation that the speaker is having with his or her audience. An extension of Shannon and Weaver’s Transmission Model of Communication (discussed in , the Contextual Model of Communication provides reasoning for instances of feedback that may be out of the norm. Important factors to consider when conversing with the audience:
- Culture (See Module 2 for expanded definitions and applications). The culture of the audience, national, business, professional or otherwise broken down into a definable subculture. Cultural understanding illustrates respect for differences and similarities. Cultural universals such as food, celebrations, and shared historical significance can be means to connect to a diverse or entirely different cultural background within an audience. Language differences and translation through comparative arrangement can be a powerful tool to connect with the audience in the initial opening strategy.
- Ontology refers to the metaphysically accepted definers of being human. Shared humanity, need for civility, ethical considerations, and a shared sense of reality and responsibility for the betterment of others can all provide insight into connections that can be made within any cultural context.
- Epistemology refers to the ways people learn, grow, and gain understanding with communicative interactions amongst one another. Andragogy (discussed in depth in Module 1) can be a tool to connect with any audience because everyone, regardless of cultural background is a lifelong learner who can benefit from the practical value of knowledge and experience.
- Axiology refers to the philosophical study of value. In speech, axiology refers to the individual or group values that are enhanced by new information and perspectives. An in depth understanding of culturally constituent values in a nation or business culture can create direct links to why and how practical value can be infused into speech.
- Praxeology refers to the idea that repeated practices and patterned meaning making comes through purposeful, goal-oriented behaviors that can be experienced, explained, and engaged to connect with audiences.
- Cosmology refers to the inherent randomness of living a life that is discernibly unpredictable. No matter how much we hope to be correct, no one can tell the future. We can only speculate what will be based on what has been in a shared history or in the present as people work through the randomness of life.
All of the above elements create a comprehensive worldview. For this reason, each speaker has a unique perspective built on culture and experiential learning from which to draw information that will connect to audience members with the speaker’s own unique worldviews and present point of view.
How to Capitalize on The Contextual Model in Various Informative Contexts
Educational Settings
Ontology: Assume everyone wants to learn from others’ experiences. Approach the people in the audience with the concept of common ground as a foundational necessity. If you can put the audience in your shoes through visualization, vivid description, and an ethos of care for your fellow man, information will be more palatable to the audience.
Epistemology: Use the central premises of Andragogy (how adults learn discussed in depth in Module 1) of self-directed learning, practical application and value, relevance to deeper meaning or motivation to learn through intellectual curiosity, and the compounding nature of lifelong learning to create inroads to using information as an asset to learners in their personal and professional lives.
Axiology: Focus first on the small improvements that people can make in their lives, today, because of the information being presented. Build based on what the audience can benefit from today to the longitudinal impacts of the information for the next month, year, or decade.
Praxeology: Connect theory to practical practice, in academics referred to as praxis. If the audience can enhance a current practice or behavior with the information being presented, then they can be on common ground with the idea that the speaker wants them to be a more efficient and effective lifelong learner.
Cosmology: Focus on the need to hone a craft or seek new information as the world at large evolves and changes. Be the teacher that you would hope to have. Use what you’ve learned from the speaking style of others to teach in a purposeful manner that enhances lifelong learning for the audience.
Professional Settings
Ontology: Assume that everyone who is pursing work is hoping to extend lifelong learning into a rewarding, fruitful career (or at the very least, a career in the future). Treat the organization like a living entity that has the same growth needs as an individual worker.
Epistemology: Assume that the mission statement of the organization is congruent with the myriad ways the individual worker will learn on the job. Utilize unique corporate or organizational level cultural practices to engage workers, managers, and executives on terms that enhance the quality of their work such that organizational goals can be met, maintained, and furthered for the future.
Axiology: Focus on information and practices that enhance efficiency, productivity, and work quality today such that future goals can be met.
Praxeology: Highlight the practices of high performers and make the attempt to pattern their practices for those who are not high performing. Focus on productivity and efficiency as long as they also improve the quality of work being done. Create exemplars from workers, managers, and executives who are steady, innovative, or leading teams to reach goals at a higher rate than their peers.
Cosmology: Relay information that helps workers to hope for the best, but be prepared for the worst within their working contexts.
Reference
Schreiber, L & Hartranft, M. (2025) Public Speaking Project. Millersville University. LibreTexts. https://socialsci.libretexts.org/Bookshelves/Communication/Public_Speaking/
Public_Speaking_(The_Public_Speaking_Project)/00%3A_Front_Matter/01%3A_TitlePage