RIZAL TECHNOLOGICAL UNIVERSITY

Cities of Mandaluyong and Pasig

1. What is Communication?
2. Verbal vs. Nonverbal Communication
3. Oral vs. Written Communication
4. Elements of Communication
5. Levels of Communication
6. Functions of Communication
7. Principles of Communication
8. What is Ethics?

This module presents the communication process. It describes the basic elements of the
communication process and defines concepts. It also sheds light on forms of communication and the basic
characteristics of each form.

Our ability to communicate and the different forms our communication takes are very often taken for
granted. The communication process is fundamental for human survival. It is essential to the development
of the individual, to the formation and continued existence of groups, and to the interrelations among
groups.

Read this module thoroughly to be guided and enlightened more about the discussion. An activity is
provided at the end of this module to assess your learning.

1. Describe the nature, elements, and functions of verbal and non-verbal communication in its various
and multicultural contexts.
2. Assess how communication process, principles, and ethics apply in today’s digital world

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What is Communication?

Communication is the art and process of creating and sharing ideas. Effective communication
depends on the richness of those ideas.

Communication skills, on the other hand, are tools that we use to remove barriers to effective
communication. These barriers could be things like different cultures, different expectations, different
experiences, different perspectives, or different communication styles, to name a few.

Communication is integrated into all parts of our lives:

a. Academics
- Communication skills are tied to academic success.
- Students who are good at writing and speaking perform better not only in the English
classroom but also in the content areas and all other areas of learning.
b. Professional
- Desired communication skills vary from one career to another. Being able to communicate
leads to a harmonious relationship within the organization.
c. Personal
- The skills to talk with fluency and write with efficiency lead to a person’s achievement of
his/her aspirations.
d. Civic
- Being able to communicate your ideas with different people from different backgrounds in the
community is a satisfying endeavor.
Watch: https://www.youtube.com/watch?v=JdbL7jJb3JE

Types of Communication: Verbal and Nonverbal Communication

Verbal communication is the use of words to convey a message. Some forms of verbal
communication are written and oral communication.

Written Communication Oral Communication

Definition: Definition:

Written communication is when the message is Oral Communication is the process of conveying or
transmitted in written or printed form. receiving messages with the use of spoken words.

Examples: Examples:
- Letters - Face-to-face conversations
- Texting - Speech
- Emailing - Telephone
- Social media - Radio or television
- Books

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 - Magazines
- The internet

Nonverbal communication is the use of body language to convey a message. Here are some
types of nonverbal communication:

1. Facial Expressions Facial expressions such as happy, sad, or angry

help you convey your message.

2. Gestures Gestures such as pointing out something you want

your listener to look at more closely is an example
of nonverbal communication that makes your
message understood.

3. Proximity Proximity pertains to how close you are to your

audience when you speak.

4. Touch Shaking an audience member’s hand or putting

your hand on his shoulder are nonverbal cues that
can affect the success of your message.

5. Eye contact Making and maintaining eye contact with an

audience when you’re verbally communicating or
listening communicates to the other party that
you’re interested and engaged in the conversation.

6. Appearance
Appearance such as your clothing, hair, and
jewelry.

THE COMMUNICATION PROCESS

There are many communication models that can be used to describe different communication
situations visually. Here are some models that will allow us to better understand communication as a
process.

I. ARISTOTLE’S COMMUNICATION MODEL (1)

Aristotle proposed the model before 300 B.C. He found the importance of the audience's role in the
communication chain. This model is more focused on public speaking than interpersonal communication.

Aristotle’s Model of Communication is formed with five (5) basic elements, namely: SPEAKER,
SPEECH, OCCASION, AUDIENCE, and EFFECT.

Aristotle advises speakers to build speeches for different audiences at different times (occasion) and
for a different effect.

II. ARISTOTLE’S MODEL OF COMMUNICATION (2)

Aristotle defined communication (called RHETORIC in his time) as – the faculty of observing, in any
given case, the available means of persuasion. The model shows the process that the speaker must follow
to communicate his idea or message to his intended listener. This process involves four steps:

1. A speaker discovers some logical, emotional, and ethical proofs;

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 2. He arranges these materials strategically;

3. He clothes the ideas in clear, compelling words; and

4. He delivers the resulting speech appropriately.

This communication process has these elements: SPEAKER, IDEA or MESSAGE, and an
AUDIENCE or LISTENER (S). It can also be safely assumed that there is a channel chosen – the means to
carry the idea or message across the listener; and the channel chosen is the human voice – the public
speech instrument.

The Aristotelian model is SPEAKER-CENTERED. But, of course, during his time, the emphasis was
the training of speakers – public speakers called orators, skillful in the art of reasoning and persuasion.

III. SHANNON’S MODEL

This model argues that communication can be broken down into 6 key concepts: SENDER,
ENCODER, CHANNEL, NOISE, DECODER, and RECEIVER. A later version of the theory by Warren
Weaver added a 7th concept (FEEDBACK) which changed the model from a linear to cyclical model (Drew,
2020).

Watch: https://www.youtube.com/watch?v=-HXa320iTPY&t=11s
https://www.youtube.com/watch?v=4Z1BIeje_ko

1. Sender
The source of communication is the sender (you). In order to be a good source, you need to be
clear about the message you are sending.

Ask yourself: Do you know exactly what it is that you want to communicate? You’ll also want to be
sure you know why it is that you are communicating. What result is it that you expect?

The sender must know why the communication is necessary and what result is needed.

2. Message
The message is simply the information that you want to communicate. Without the message, there
is no cause for communicating.

3. Encoding

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 Encoding is the process of taking your message and transferring it into a format that can be shared
with another party. In order to encode the message properly, you have to think about what the
person will need to understand, or decode, the message.

Encoding requires knowing your audience and ensuring that your message provides all of the
information they need.

Ask yourself: Are you sharing all the information that is necessary to get the full picture? Are you
using the best form of sending it in order to ensure the best chance of the message being properly
received? Are there cultural, environmental, or language differences between you and the other
party that could cause miscommunication?

4. Channel
The channel is the method/s that you use to convey your message. The type of message you have
will help determine the channel that you should use. Channels include face-to-face conversations,
telephone calls or videoconferences, and written communication like emails and memos.

5. Receiver
Since you’ve thought out your message, you’ve certainly also thought about what you want the
desired result to be on the part of your listener. But it is important to realize that each person that
receives your message will be listening to it through their own individual expectations, opinions, and
perspectives. Their individual experiences will influence how your message is received.

6. Decoding
Decoding happens when you receive the message that has been sent. The communication skills
required to decode a message successfully include the ability to read and comprehend, listen
actively, or ask/clarify questions when needed.

Decoding is the process of receiving the message accurately and requires that your audience has
the means to understand the information you are sharing.

7. Feedback
Feedback lets you determine how successful you were at communicating. It also offers a chance to
adjust your communication process for the future.

8. Noise
Noise or “Barrier” refers to any interference, interruption, or distraction during the
communication process.

3 Types of Noise

1. External - A physical noise or interference caused by an outside source

2. Internal - A psychological interference caused by your thoughts
3. Semantic - Semantic noise is interference caused by misunderstanding of words

Levels of Communication

1. Intrapersonal Communication
It occurs within oneself. This is sometimes referred to as “cognitive or personal
communication, or self-talk”.
2. Interpersonal Communication
It refers to communication between two or more people. It has four forms: Dyadic, Small

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 Group, Public, and Mass Communication.

Functions of Communication
1. We communicate to meet ends.
2. We communicate to enhance or maintain our sense of self.
3. We communicate to fulfill our social obligations.
4. We communicate to develop relationships.
5. We communicate to exchange information.
6. We communicate to influence others.

Read: https://www.elcomblus.com/the-8-functions-of-communication/

Principles of Communication
1. Communication is purposive.
2. Communication is continuous.
3. Communication messages vary in conscious encoding.
4. Communication is relational.
5. Communication has ethical implications.
6. Communication is learned.

The 7 Cs of Communication
1. Clear
- Make objectives clear.
- Avoid complex words and phrases.
2. Concise
- Keep it clear and to the point.
- Avoid filtering words and sentences.
3. Concrete
- Be specific, not vague.
- Use facts and figures to support your message.
4. Correct
- Avoid typographical errors and misspelled words.
- Use the right level of language.
5. Coherent
- Does your message make sense?
- Ensure it flows logically.
- Avoid covering too much.
6. Complete
- Does the message contain everything it needs to?
- Include a call to action.
7. Courteous
- Being polite builds goodwill.
- Ensure the message is tactful.

What is Ethics?

ETHICS are values that have been instilled in us. We have knowingly or unknowingly accepted
them and govern our actions. Our ethical values system is the basis for our decision-making and our basis
for communication ethics.

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Considerations in Ethical Communication

1. Ethical communicators are respectful of their audience

- Consider the ideas and feelings of your audience.
2. Ethical communicators consider the consequences of their communication.
- Bear in mind that the ultimate goal of communication is to promote the common good.
- Communication must be set in a way that conflict is reduced or eliminated.
3. Ethical communicators respect the truth.
- The assumption of truth undergirds the very concept of communication itself: “an inherent
end of speech is the communication of belief: (Kupfer 118). If we cannot trust the other party,
we cannot accurately judge how to respond. If we cannot accurately judge how to respond,
then our communication becomes increasingly ineffective.
4. Ethical communicators use information properly.
- Communicators have the responsibility to give and acquire adequate and accurate
information.
- A respect for truth means being informed on a topic before posing any kind of authority on
the subject.
- We also need to consider the accuracy of the information and the accuracy with which we
use it.
- When we use inaccurate information to influence others, we cause difficulties for them and
for ourselves.
5. Ethical communicators do not falsify information.
- Failing to find the information useful to our goals, we make it up. This is a form of cheating:
therefore, it should, by all means, be avoided.
6. Ethical communicators respect the rights of others to information.
- A respect for the truth and ethical consideration of others also means respecting the rights of
others in regard to information and access to information.
- Collecting information is an integral part of the research process, but stealing information is
theft.

Additional Reading:

https://studiousguy.com/basic-principles-of-communication/

Effective Communication Skills. MTD Training. Retrieved from

https://www.healthknowledge.org.uk/public-health-textbook/organisation-management/5a-understanding-itd
/effective-communication

Video “What is Communication?” https://www.youtube.com/watch?v=JdbL7jJb3JE

Video “Verbal and Nonverbal communication” https://www.youtube.com/watch?v=Nhg1_6NdDfo

Video “Communication Cycle” https://www.youtube.com/watch?v=4Z1Bleje_ko