MODULE 2

Communication Principles and Ethics

PROCESSES AND PRINCIPLES OF EFFECTIVE COMMUNICATION

Effective communication is a key interpersonal skill and by learning how you can improve your
communication has many benefits. It sounds so simple: say what you mean. But all too often, what you try
to communicate gets lost in translation despite your best intentions. You say one thing, the other person
hears something else, and misunderstandings, frustration, and conflicts ensue. This is very true especially in
the absence of physical, face-to-face communication.

Communication is beyond simply putting words into thoughts and emotions. It is done effectively
only when information is transmitted without changing both the content and the context of the message.
Simply put, communication is the art of creating and sharing ideas for a specific purpose. It comes in many
forms:
• verbal communication, which includes the use of language, sounds, and tone of voice
• non-verbal communication, which includes body language and facial expressions
• written communication, such as through journals, emails, blogs, and text messages
• visual communication, which involves signs, symbols, pictures, graphics, and emojis

Effective communication is dependent on how rich those ideas are, and how much of those ideas are
retained in the process. In order to be an effective communicator, a number of skills have to be utilized.
Which skill one chooses greatly varies and is dictated by the situation, the content or the actual information
a person needs or wants to convey, and the intended recipient of that information.

AUDIENCE ANALYSIS

A key element in effective communication is audience analysis. “Audience” here does not only refer
to the people listening to you in a public speech. Rather, it refers to anyone who is expected to receive the
message you are sending. Knowing the audience, understanding their level and how they need to receive the
information – also known as skills on audience analysis – are extremely important in “packaging” the
message and sending it across. Audience analysis is therefore one skill an effective communicator must
have. It is imperative that you find out who the audience is – who will actually receive your ‘message’ – and
what they need to know. Only in doing so can you properly adjust all the other elements of communication,
such as your words or registers, your tone, and your expressions.

Another aspect that needs consideration in analyzing the audience is identifying and trying to
overcome possible communication barriers. These are not confined to physical noise (cars passing by,
someone pounding on the table) and physiological issues (an upset stomach), but could also include cultural
difference, varying levels of expectations and experiences, and difference in perspectives and
communication styles. Anyone might experience one or all of these barriers at any given circumstance, and
that such barriers exist has to be recognized so that anyone who is trying to communicate can adjust and
apply the proper tools and strategies to remove those barriers that prevent the message from getting across.

PRINCIPLES OF EFFECTIVE COMMUNICATION

Effective communication requires a certain level of connection between and among people, allowing
a series of exchanges of thoughts and emotions, eventually leading to mutual understanding. In order for that
to happen, the following principles must be observed.
CLARITY. This pertains to both the message and the purpose why the message has to be sent. The message
should be clear by using appropriate language and communication channels, but equally important is that the
reason for sending and receiving the message must be understood by both sender and receiver.

CONCISENESS. The message should be as brief as may be required depending on one’s purpose,
especially in most modern contexts in the business and academic fields where time is of the essence. It
should be devoid of trivial details that would hinder communication.

COMPLETENESS. Despite its conciseness, the message should still be complete and accurate. Whenever
necessary, background information should be given to provide better context; facts and observations may
also be helpful.

ORGANIZATION. Effective communication is usually planned in order to ensure the systematic flow of
ideas and transition from one point to another. There are instances, however, when communication is
impromptu, but this should not be an excuse for an organized presentation of ideas.

EMPATHY. The sender of the message should be sensitive to the needs and interests of the receiver. In case
of face-to-face communication, the speaker must always be conscious of the reaction of the listener and
adjust his/her communication strategy accordingly.

FLEXIBILITY. Different people have different communication styles, and consequently, different
expectations. Effective communicators know how to adapt to the varying needs and expectations of their
audience, and modify the message or the way the message is sent to avoid misunderstanding or
misinterpretation.

COMMUNICATION AND GLOBALIZATION

Motive Question: The world has shrunk into a global village, but have we become more of ‘neighbors’
or more of strangers to each other?

The notion of the world being a global village has been a hot topic ever since the idea was brought
up, especially in light of the rapid advances in technology and digitization. Globalization has been regarded
as the key to the worldwide integration of humanity, where there is an increased economic, political and
cultural integration and interdependence of diverse cultures. In Southeast Asia, for example, the ASEAN
Integration has been a buzzword among social communities, opening a wide array of discussion for future
collaborations. For our part, we Filipinos have increased our awareness and acceptance of the notion that we
belong to a diverse, global community. This is not confined to communication with people from other
countries, but is inclusive of communication within our own societies, even with the minorities and the
indigenous peoples. It is therefore imperative that WE learn to communicate effectively with people
regardless of age, gender, race, ability, religion, sexual orientation, income, marital status, or ethnicity.

Communication in the modern world must be anchored on the concept of diversity, since effective
communication and the ability to understand cultural differences are skills that have become requisites not
only for a meaningful social life but also for a successful professional career. Even professionals from the
countries that are traditionally known for sticking to their native tongue (e.g. Japan, Korea, Vietnam) have
started to learn English, as the internationally-recognized lingua franca, with the concept that learning
English does not make them less Japanese, Koreans, or Viets.

In addition, digital technology has erased territorial boundaries among countries and among people
with varying cultures. The notion of being a ‘stranger’ has been revolutionized as the people whom we used
to treat as strangers are now our co-workers, classmates or friends – albeit some only in social media.
Hence, there is a need to develop graduates and professionals who are multiculturalists – those who are
engaged with and respectful of people with different cultures. These are not necessarily people from other
countries all the time, since a country may have varying sub-cultures among its general society. In the
Philippines, for example, there is no argument that people from Southern Tagalog have a different culture
from the Bicolanos, and those from Zamboanga have different norms and beliefs from the Ilocanos.

FORMATIVE ASSESSMENT
Are you ready to communicate in a global and multicultural environment? Assess your readiness to
communicate effectively with people having different cultures. Simply write True or False after each
statement.

1. I enjoy communicating with persons who are like me in terms of interests and with the same socio-
economic status, as much as I enjoy communicating those who are not ‘like’ me. __________
2. I am equally sensitive to the concerns of all groups of society, and I genuinely care to the plight and issues
surrounding them. __________
3. I can tell when persons with different cultures do not understand me or are confused by my actions.
__________
4. I am not afraid of interacting with members of minority groups nor with members of a dominant culture.
__________
5. Persons from other cultures who do not actively participate in a conversation, debate or any form of
discussion act that way probably because of their culture’s rules. __________
6. Persons from other cultures have the right to be angry at members of my own culture. __________
7. How I handle conflict or disagreements with persons from other cultures depends on the situation and on
the culture they are from. __________
8. My culture is not superior to other cultures. __________
9. I am knowledgeable of how to behave when communicating or interacting with people having different
cultures. __________
10. I respect the communication rules of cultures other than my own. __________

The greater the number of statements that are honestly true to you, the more prepared you are to
welcome the opportunity of communicating and interacting with people from different cultures. This is a
very important aspect in one’s personal life or professional careers, since avoiding intercultural
communication is virtually inevitable in any organization.

This is especially true in business organizations, when products can go global and the manner by
which any product is communicated to the global market can make or break the brand.

Here are a few examples of business miscommunication in a global setting:

• In the past, Gerber dealt with issues in some cultures where women have low literacy rates such as
Africa and the Middle East. The women in these cultures generally use pictures to tell them what
food they are buying. When Gerber started selling their product in these countries, the women saw
the picture of the baby and believed that there was a baby or part of one baby in the jar. Irish Mist is
a brown whiskey produced in Dublin, Ireland. In Germany, however, “Mist” literally translates to
“crap”.
• Joni (read as “Yoni”) is a brand of skin product. However, Yoni means ‘uterus’ or ‘vagina’ in
Sanskrit, and is an Indian representation of female genitalia, especially pertaining to the Hindu
goddess Shakti.

Undoubtedly, globalization has affected the way people and companies communicate with each other. In
some cases, cultural differences have accentuated cultural insensitivity, which is most felt in the business
world. Since everyone is a consumer of particular business products, it is important to know the issues,
etiquette, protocol, communication styles and negotiation approaches of people from different cultures using
the business experience as example. Here are some instances when lack of cultural or linguistic sensitivity in
global communication severely affected companies or products.

• McDonald’s spent thousands on a new TV ad to target the Chinese consumers. This featured a
Chinese man kneeling before a McDonald’s vendor and begging him to accept his expired discount
coupon. The ad caused uproar over the fact that begging is considered a shameful act in Chinese culture.

• Similarly, McDonald’s also unintentionally offended thousands of Muslims when it printed an

excerpt from the Koran on its throwaway (take-out) hamburger bags. Muslims saw this as sacrilegious.

• Some staff at the African port of Stevadores saw the supposedly internationally-recognized
symbol for “fragile” (i.e. broken wine glass). Since in their culture, they treat the pictures printed on
packages to be representation of what’s inside, they thought it was a box of broken glasses and threw all the
boxes into the sea.

• The film “Hollywood Buddha” caused outrage and protest on the streets of Sri Lanka, Malaysia
and Myanmar (Burma) when the designer of the film’s poster decided to show the lead actor sitting on the
Buddha’s head, which is an act of clear degradation against something holy.

• Coors (beer) once had its slogan “Turn it loose.” translated to Spanish, but it became to mean “Suffer
from diarrhea.”

All of these examples are predominantly business-related, where companies failed to regard cultural
differences in packaging and communicating their product to the global market. However, the cost of
cultural insensitivity in global communication can be felt in everyday communication, as cultural
misunderstandings often lead to misinterpretation and unnecessary tension between people. Here are some
examples demonstrating this in a global setting:

• Showing the sole of a shoe (by crossing one’s legs and pointing one’s shoes to the speaker, for
example) means nothing to observers in most Western and Asian countries. In Muslim cultures (such
as Saudi Arabia), however, the gesture is perceived as insulting. Similarly, crossing one’s legs while
seated is customary for Westerners, but this is a social faux pas in Korea.
• Blinking rapidly while another person is talking is normal for most people, especially during tense
situations. For Taiwanese, this is considered impolite.
• The Japanese view the business card as an extension of their body, while Americans view it simply
as a business formality. Hence, when Japanese hand over their business cards with two hands and
with great care, they get insulted when the person receiving just put it away with haste.

These are just some of the instances when miscommunication and misunderstanding can happen as a
result of cultural ignorance and insensitivity in the global environment. In order to develop more meaningful
relationships and establish productive interaction with people having different cultures, everyone should
recognize and respond to such differences and nuances. In addition, people have to be mindful that not
everyone from the same culture exhibits the same characteristics and habits in communication, so sensitivity
is key to any successful communicative situation. In communicating in a highly global environment, the
challenge that faces everyone is to learn to understand, accept, and address cultural – and communication –
differences.
ETHICS IN COMMUNICATION

Effective communication is ethical communication. Communication is ethical only when it is

genuine, open, cooperative and sensitive to one’s cultural and social beliefs and practices. If there is an
intent to conceal the truth, or bring damage to any organization, group or individual person, communication
is considered unethical. Even in situations when there is no intent to harm, but damage to a certain group is
inevitable because of the message or the channel used to relay the message, it is still considered unethical.

ACTIVITY: Reflective Analysis

Analyze the following print advertisements and determine if these are ethical or not. Consider the
following guide questions in your analysis.
1. What is the message of the ad?
2. How is the message underscored? What semiotics are used (text? images? others?)
3. Is there any individual or group that may be offended by the ad?
4. Is there another way of presenting or delivering the message?
5. Do you think the ad is ethical?

Did you notice the placement of the “before” and “after” texts? Did you notice that the “before” text
was right under the colored woman, while the brown-skinned model is at the middle, and the fair-skinned
woman is at the far right, below the text “’after”? How does this relate to the product tagline, “Visibly more
beautiful skin…”?

Can you relate this with the popular yet stereotypical Filipino belief that “white is beautiful” hence
the proliferation of whitening products, such as soap and lotion?

Try to reflect on this next advertisement, which was found to be sexist by most observers:
PERFORMANCE TASK
Do you know other print or television advertisements that are non-ethical because they are
discriminatory, stereotypical, and/or sexist? Spot these ads in magazines, newspapers, social media
networks, YouTube, or any other platform. Share these in class and discuss:
a. why you think the ad is unethical;
b. how it could possibly be received by certain groups; and
b. what could be a better way of presenting the ad.

Take note of the following rubric in assessing your response:

✓ Content (4 pts.): Your material is spot-on and obviously well-researched.
✓ Reasoning (4 pts.): Your line of reasoning is logical and justified.
✓ Organization of Ideas (2 pts.): Your ideas are well-presented and highly organized.

HOW PAST EXPERIENCE AND PREJUDICE AFFECT COMMUNICATION

Most people bring their past experiences into a communication situation. Sometimes, they pitch in
existing information because they learned in the past that adding information makes the communication
more successful. There are times when they do not contribute anything because of a possible past experience
when their inputs were not considered or valued. In any case, people enter into a communicative situation
with certain expectations, and they behave or react accordingly.

Past experiences inevitably affect people’s communication styles in the future. When their audience
responded positively to their message, chances of them repeating the same style are relatively high.
However, when they were turned down or given negative feedback, this will definitely influence how they
deliver the message next time.
 Past Experience Effect to Communication
Your parents reacted negatively when you opened You hesitate to discuss the topic with them despite
up about your interest for a certain craft. your rich potential to that craft.
Your colleague has forgotten some very important You give him/her reminders every now and then to
information many times in the past. avoid messing up again.
A subordinate in a group that you lead disagreed You don’t ask for your subordinate’s opinion
twice in your suggestions. anymore, even if he might agree with you this time.
Your professor ignored your inputs last session. You don’t provide inputs in class anymore.
Your teammates reacted positively to your strategy. You use the same strategy in a similar situation.

Prejudice, on the other hand, when people take their past experiences and make certain assumptions
that the same experience will happen with the same people, given the same context. Prejudices may be
attributed to culture or personal preferences. Not all prejudices have a negative characteristic, as a person
might consider all members of a group to be smart even without meeting them individually. It must be noted,
however, that effective communicators should avoid prejudice because it influences the communication
process even before it begins.

FORMATIVE ASSESSMENT
To have an idea how this happens, complete the phrases below, and discuss it in class. If you don’t
have sufficient personal experience to complete a phrase, think of a possible stereotype you might have
heard from someone:
1. Old teachers in school are…
2. Male professors who speak good English are…
3. The athletes and performers in school usually…
4. Most supervisors in multinational companies are…
5. The lowest form of job in the workplace is…
6. Working with homosexuals usually…
7. Muslims, Buddhists, or people with other beliefs are…
8. Disabled people in the workplace should…

Prejudices happen when people isolate an experience with one “type” of person or one group of people,
then behave as if all encounters with people of the same “type”, or at least with the same characteristics, will
lead to the same experience. This eliminates a people’s personal identity and individuality. There can be
prejudice as regards to age, gender orientation, religious belief, race, social-economic status, and physical
conditions. Effective communicators view people as separate from any preconceived notions others may
have about them. They see the value of the individual as a person of worth, and thus will respect that
individuality.

SHOWING COMMITMENT AND GENUINE INTEREST

A key component of ethical communication is showing commitment in the communicative situation.

Being committed means giving sufficient time and resources to any discussion or conversation, and being
open about any issue that may arise. Commitment also involves volunteering important information, even if
it puts a person’s own short-term interests at risk, as long as it is for the benefit of the majority especially in
the long run. Encouraging a communicative environment of trust can go a long way in promoting ethical
communication in any academic or business setting.

“Naval Language” or The Belly Button Psyche

It is clear that the two major elements affecting ethical communication are the use of words or
language, and one’s behavior or body language. The second element – body language – may be enhanced
through the ‘Belly Button Psyche’, or the belly button rule, which is believed to communicate true interest
while engaging in face-to-face communication. The origin of this “rule” dates back to the 1930s and since
then, numerous scientists and body language experts have honed the theory. Most notably, Dr. Albert
Mehrabian, professor of Psychology at UCLA said that the belly button rule is the most important indicator
of reading a person’s intention. Simply put, the belly button rule means the direction of a person’s navel
reflects his/her true interest. Here is a basic explanation of the rule:

When people are interested in you and what you have to say, they will point their belly button
squarely at you as you talk. That shows they are engaged and they are focused on what you have to say.
Although we do this without thinking, the fact is that we can consider this rule when we are having
conversations with people who are special to us.

If you are uncomfortable with a conversation and you may have to discuss something that is not easy
to discuss, start with sitting the listener in a way where your belly button is pointing directly toward theirs.
This shows you are focused on talking to them, and even though they may not be aware, the listener will at
least begin by being focused on you, as their body language and attention is directed toward you. When we
work to put our focus on listening and valuing what the other person has to say, then secondly getting our
message across, we can take big steps in a short amount of time at building better communication.

RESPECTING SOCIO-CULTURAL BELIEFS AND PRACTICES OF OTHERS

The concept of globalization is not new, but people somehow fail to realize that this is not confined
to technology or bridging the world and making it a virtual community. Globalization also entails changing
the way people communicate to others, especially those with different norms, cultures and belief systems.
This involves all types of communication, whether face-to-face, chatting via email, or using various forms of
mass media, such as the two ads shown on pages 16 and 17.

It is hoped that in the previous activity with the advertisements, you were able to identify how both
ads put women in a bad light, in a state where they are objectified – that they are beautiful only when they
have fair skin or an ‘hourglass’ body. Ethical communication requires people to respect socio-cultural beliefs
and practices of others, while at the same time avoiding all kinds of stereotypes.

ASSESSMENT:
Write a persuasive essay about the principles and ethics of communication, you may also consider
communication purposes on business and how it affects the business. Your answer will be assessed using the
following rubric:
✓ Content (4 pts.): Your answer demonstrates accurate and deep understanding of the concept.
✓ Reasoning (4 pts.): Your line of reasoning is logical and justified.
✓ Organization of Ideas (2 pts.): Your ideas are well-presented and highly organized.