a recent advertisement for the at&t cellular service has a bold headline that asserts, "if only communication plans were as simple as communicating" . we respectfully disagree with their assessment. cellular communication plans may indeed be intricate, but the process of communicating is infinitely more so. unfortunately, much of popular culture tends to minimize the challenges associated with the communication process. we all do it, all of the time.yet one need only peruse the content of talk shows, classified ads, advice columns, and organizational per performance reviews to recognize that communication sill can make or break an individual 's personal and professional lives.companies want to hire and promote people with excellent communication skill. divorces occur because spouses believe that they "no longer communicate. " communication is perceived as a magical elixir, one that can ensure a happy long-term relationship and can guarantee organizational success. clearly, popular culture holds paradoxical views about communication: ti is easy to do yet powerful in its effects, simultaneously simple and magical