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uilding up in previous years. To ensure maximum communication,
the sender of the message needs to consider both the limitations
and expectations of his immediate receptors. For instance, the
extent to which a particular ethnic population have been exposed to
the dominant language and culture of their host country must be
taken into consideration when addressing them in the dominant
Communication should not be far beyond or below the
receptor's expectations. Communications addressed to children,
teenagers, or adults should be mindful of their age, gender and
cultural background. It is almost unlikely, and very often
unthinkable, to address a child in the manner and language in which
an adult is addressed. Should this happen, a 'generation gap' is
bound to exist. For inter-generation communication to be maximally
achieved, the cultural gap must be bridged. A major obstacle over
which interpersonal communication may stumble is the author's or
the translator's failure to identify himself with the receptor's
social, cultural and intellectual requirements. If the addresser
was insensitive, indifferent, or disinclined to appreciate the
feelings, traditions, and thoughts of the addressees, communication
would not be fully achieved.
(4) SETTING
By the setting of the message, I mean the social and
cultural circumstances in which it is despatched. This requires
that the content of the message be in conformity with the socio-
cultural norms and conventions of the immediate recipients.
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