Page 203 - Essentials of Human Communication

182 Chapter 9 Small Group Communication

Perhaps the most popular discussion pattern is the topical pattern. A group might dis-
cuss the legal profession by itemizing and discussing each of the profession’s major functions.
Another might consider a corporation’s structure in terms of its major divisions. Groups
could further systematize each of these topics by, say, listing the legal profession’s functions
in order of importance or complexity, or ordering the corporation’s major structures in terms
of decision-making power.

FOCuS GrOupS

A different type of information sharing group is the focus group, a small group that is
assembled and subjected to a kind of in-depth interview, often for market research. The aim
of conducting a focus group is to discover through a sample of individuals what it is that peo-
ple in general think about an issue or product; for example, what do men between 18 and 25
think of a particular brand of aftershave lotion and its packaging? In the focus group, a leader/
interviewer tries to discover the members’ beliefs, attitudes, thoughts, and feelings to use as a
guide for decisions on, for example, changing the scent or redesigning the packaging. It is the
leader’s task to prod members of the focus group to analyze their thoughts and feelings on a
deeper level and to use the thoughts of one member to stimulate the thoughts of others.
Generally, a focus group leader, who is usually a professional facilitator rather
Communication than a member of the hosting organization itself, assembles approximately 12 people
Choice point who represent the general population. The leader explains the process, the time lim-
Stimulating its, and the general goal of the group—let’s say, to discover why these 12 individuals
Contributions requested information on the XYZ health plan but purchased a plan from another
You’re in charge of a focus company. The leader then asks a variety of questions. In our example the questions
group in which members will discuss what might be, “How did you hear about the XYZ health plan? What other health plans
they like and dislike about the websites they did you consider before making your actual purchase? What influenced you to buy
visit. The problem you anticipate, based on the plan you eventually bought? Were any other people influential in helping you
past experience, is that a few members will make your decision?” Through the exploration of these and similar questions, the
do all the talking and the rest will hardly talk facilitator and the relevant organizational members (who may be seated behind a
at all. What are some of the ways you can con- one-way mirror, watching the discussion) may put together a more effective health
front this problem?
plan or more effective advertising strategies.

Objectives Self-Check
● Can you define the educational or learning group and the focus group?
● Can you participate effectively in these information-sharing groups?

personal Growth Groups

Some personal growth groups, sometimes referred to as support groups, aim to help mem-
bers cope with particular difficulties—such as drug addiction, not being assertive enough,
being an ex-convict, or dealing with an alcoholic parent, a hyperactive child, or a promiscu-
ous spouse. Other groups are more clearly therapeutic and are designed to change significant
aspects of an individual’s personality or behavior. Still other groups are devoted to making
healthy individuals function even more effectively.
Because personal growth groups vary widely in their procedures, it’s not possible to pro-
vide a standard pattern that all such groups follow (as is the case with brainstorming groups,
discussed above, or with problem-solving groups, discussed later in this chapter). But let’s
look briefly at four well-known types of personal growth groups: (1) the encounter group,
(2) the assertiveness training group, (3) the consciousness-raising group, and (4) the inter-
vention group.