Communication without Communicating: The Peril of Unintended Interpretation
By Ishola, N. Ayodele
“It is not what you say but what the people hear that shapes their actions and reactions” Ishola Ayodele
The Yoruba proverb goes, “A i soro yanran lo pa elenpe akoko, to ni gba wuwo ju awo lo,” which translates to “Lack of clarity in communication causes the death of Alenpe the first.” The tale unfolds with Alenpe, the esteemed village chief known for his vast knowledge and experience, engaged in a heated argument with the elders of his community. The dispute revolved around the weight of the calabash compared to the ceramic plate.
Chief Alenpe staunchly asserted that the calabash was heavier, a notion considered absurd by everyone, even children who recognized the calabash as very light. In his unwavering confidence, Chief Alenpe went as far as wagering his life, proclaiming that his head should be cut off if the calabash was not heavier. Perceiving the irrationality of Chief Alenpe’s claim, the villagers brought the matter to the king’s attention.
At the palace, Chief Alenpe adamantly stuck to his stance. The king, seeking resolution, ordered his servant to fetch both a calabash and a ceramic plate for examination. Upon the servant’s return, it became evident that the ceramic plate was indeed heavier. In response, the king swiftly ordered Chief Alenpe’s execution. As he was being escorted out of the palace, Chief Alenpe desperately shouted that he was referring to a wet calabash.
Those who overheard him rushed back to inform the king of Chief Alenpe’s clarification. In a bid to rectify the mistake, the king promptly instructed his servant to bring a wet calabash. When weighed against a ceramic plate, it was revealed that Chief Alenpe was correct – the wet calabash was heavier. Despite the realization, the execution had already taken place, illustrating the tragic consequences of miscommunication.
Alenpe’s intended statement was, “Wet calabash is heavier than a ceramic plate,” not “A calabash is heavier than a ceramic plate.” This nuance is crucial because a calabash, when thoroughly dried in the sun with no water left in it, becomes suitable for serving food. This knowledge is not commonly known, and the story serves as an analogy for the recent speech by the Minister of Industry, Trade, and Investment.
The Yoruba proverb, “A i soro yanran lo pa elenpe akoko, to ni gba wuwo ju awo lo,” warns of the peril of unclear communication through the tale of Chief Alenpe. Similarly, the assertion by Dr. Doris Nkiruka Uzoka-Anite, the Minister for Industry, Trade, and Investment, during a stakeholder forum on the Nigerian government’s new National Automotive Industry Development Policy, echoes the consequences of miscommunication and the critical importance of mastering the art of message framing.
The Unintended Consequences of Miscommunication:
Dr. Uzoka-Anite’s assertion, “That we are government doesn’t mean we have to buy bad product because it is made in Nigeria,” was framed by Channels TV as “FG Will Not Buy Substandard Made In Nigeria Vehicles.” This seemingly innocuous shift in framing had profound repercussions, as it ignited a firestorm of criticism and accusations of hypocrisy against the government.
The Strategic Art of Framing in Communication: A Delicate Balance:
Framing is the deliberate choice of words and emphasis to shape the perception of a message. Framing in communication is a powerful tool that can shape public perception, influence attitudes, and drive policy decisions. It involves the intentional selection of words and emphasis to convey a particular meaning. In the realm of strategic communication, the case of the Nigerian Minister for Industry, Trade, and Investment, Dr. Doris Nkiruka Uzoka-Anite, serves as a noteworthy example of how framing can either enhance or undermine a message.
The Power of Framing:
Examining the Channels TV headline from the viewpoint of a foreign investor reveals a stark truth about the power of framing in shaping perceptions. The statement, as framed, echoes a sentiment akin to a public declaration of distrust in locally produced vehicles. To a foreign investor, this could signal a lack of confidence in the quality of Nigerian products and, by extension, the business environment.
The Essence of Message Framing:
From a strategic communication standpoint, this incident serves as a textbook case of communication without effectively communicating. Leaders, especially those in public office, must master the delicate art of message framing. Dr. Uzoka-Anite, in her attempt to emphasize the government’s commitment to quality, inadvertently created a narrative that undermined the very industry she sought to promote.
Key Lessons for Strategic Communicators:
1. Mindful Framing:
Strategic communicators must be meticulous in framing messages to align with their intended objectives. Emphasizing the positive aspects rather than dwelling on potential negatives can help ensure that the message is received as intended.
For instance, during the COVID-19 pandemic, countries that framed public health measures positively, emphasizing collective responsibility and community support, experienced higher public compliance. In contrast, messages focusing solely on restrictions without positive framing encountered resistance and compliance challenges.
2. Context Matters:
The context in which a message is delivered is paramount. Dr. Uzoka-Anite likely believed she was addressing a local audience, but the reality is that, in the age of media omnipresence, every statement is broadcast to a global audience. Strategic communicators must be mindful of this broader context.
In 2018, Starbucks faced a crisis when two black men were arrested in one of their stores. The incident, when framed solely within a local context, sparked outrage. However, as the news went global, Starbucks had to adapt its response to address the broader context of racial sensitivity and diversity, illustrating the importance of considering a global audience.
3. Audience Awareness:
Understanding the audience is a fundamental principle of effective communication. In this case, the misalignment between the intended local audience and the unintended global audience underscores the need for leaders to be acutely aware of who they are speaking to and the potential repercussions of their words.
Pepsi’s 2017 ad featuring Kendall Jenner, intended to convey unity, faced severe backlash. The misalignment between the intended audience (aimed at promoting unity) and the unintended global audience led to accusations of trivializing social justice movements, highlighting the consequences of not fully understanding the diverse perspectives of a broad audience.
4. Message Framing Expertise:
Framing is an art that requires finesse. The Channels TV headline demonstrates how a slight shift in emphasis can entirely alter the perception of a message. Strategic communicators must hone their skills in framing messages positively to align with their objectives and avoid unintended consequences.
In one of my “Communication without Communicating” series this year, the spotlight was on the fallout of CMC Connect’s survey report, where they asserted that “62 percent of Nigerians see the country moving forward under the administration of President Tinubu.” However, the media’s interpretation of this report diverged significantly, resulting in headlines that created the impression that 62% of Nigerians believe the country is progressing under Tinubu despite economic hardship at a time when many Nigerians were expressing concerns about the high cost of living due to subsidy removal and Labour unions threatening to embark on a nationwide strike. This triggered skepticism among analysts and survey experts, prompting them to question the authenticity and veracity of the CMC Connect report.
The crux of the misinterpretation of the CMC Connect report rested on the word “see,” which various media outlets construed in diverse ways. While the likely intention was to convey optimism, the choice of this specific word introduced ambiguity, shaping public perception in unintended ways. In hindsight, opting for a more precise word choice, such as “hopeful” or “looking forward,” could have averted the confusion, underscoring the pivotal role of framing in shaping public opinion.
A positive example would be how the Coca-Cola’s “Share a Coke” campaign strategically framed the act of sharing a Coke with a friend as a personalized and positive experience. The emphasis on personalization resulted in a significant increase in sales and engagement, showcasing the effectiveness of framing messages to evoke positive emotions.
5. Consistency in Messaging:
Consistency in messaging is a foundational principle for effective leadership communication, offering a roadmap to build trust and credibility. Leaders who maintain a coherent and unwavering narrative, aligned with their actions and organizational values, establish a clear identity and reinforce a positive brand image. This consistency not only mitigates the risk of misinterpretation but also enhances credibility and fosters long-term trust among stakeholders. It becomes a critical asset during challenges or times of change, providing a stable reference point for effective communication. By prioritizing consistency, leaders cultivate enduring positive relationships, engaging stakeholders authentically, and leaving a lasting impact on their organizational reputation.
A good example is how Apple’s consistent messaging on innovation, user-centric design, and cutting-edge technology has contributed to its strong brand image. Consistency across product launches and marketing reinforces the company’s identity, builds trust with consumers, and has led to Apple becoming one of the most valuable brands globally.
Conclusion:
In the words of George Bernard Shaw, “The single biggest problem with communication is the illusion that it has taken place.” Dr. Uzoka-Anite’s statement illustrates how easily this illusion can be shattered when a message is not carefully crafted and framed.
According to a study by communication experts James W. Humes and Marshall McLuhan, miscommunication often arises when the context is not considered, illustrating the importance of contextual awareness in strategic communication (Humes, 2001; McLuhan, 1964).
Additionally, statistical evidence, as shown in a survey by the International Association of Business Communicators, highlights that 67% of miscommunication issues stem from a lack of audience understanding, emphasizing the crucial role of audience awareness in effective messaging (IABC, 2022).
In essence, strategic communicators must heed the lessons derived from these insights, case study and the Alenpe tale: context matters, audience awareness is paramount, and mastering the art of framing is not just advisable but imperative to facilitate genuine understanding and trust in the realm of communication.
In a nutshell,
Just as Chief Alenpe’s misinterpreted statement led to tragic consequences, the minister’s comment became a focal point of controversy and accusations against the government. The parallel emphasizes the imperative need for precision in communication, as missteps can lead to unintended and impactful outcomes, underscoring the timeless lesson embedded in Alenpe’s tale.
Furthermore, it becomes even more evident that the essence of effective communication lies not solely in what is said but, critically, in what people hear and perceive which is also in congruent with the findings of communication experts such as Deborah Tannen, who emphasizes the significance of understanding how messages are interpreted by diverse audiences (Tannen, 1986). And this further lends credence to my assertion that, “It is not what you say but what the people hear that shapes their actions and reactions”
Ishola, N. Ayodele is a strategic communication expert who specializes in ‘message Engineering’. He helps Organizations, Brands and Leaders Communicate in a way that yields the desired outcome. He can be reached via [email protected] or +2348077932282.
