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UNIT 1: Communication: Nature, Process, Principles and Ethics

Lesson I : |Nature of the Communication

Process
Outcomes:

At the end of the lesson, you are expected

to:

1. Increase knowledge in
communication, its processes
and principles hence become
more skillful communicators.

2. Heighten awareness on
communication ethics
resulting conscientious and
respectful interactions; and

3. Apply the gained knowledge

through class exercises.

As we all know, human communication is vital for survival, and it is one thing in life that we cannot avoid
to do. Communication: - comes from the Latin word ‘communis’, which means ‘commons’. To be common
means “to come together” or “to commune”- “to share something in common”. - is the process of exchanging
ideas, thoughts, feelings, and emotions from one person to another with the use of symbols which may be
verbal and/or non-verbal and aims for understanding.

Why study Communication? - to understand ourselves as social being; to understand ourselves as

a person; to gain professional competence and; to preserve cultural values.

What is Purposive Communication?

Purposive communication
- is an intentional communication that happens within the bounds of
specific contexts.
- is a communication applied in a specific setting, environment, scene,
social relations, and culture

Contexts affect the process of sending and receiving of messages,

semantics or meanings, choice of channels, words, and methods of
delivery.
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Contexts include:

1. Settings and environment - Family, school, workplace, religious communities

2. Social Relationship - Friends, husband and wife, parent child, colleagues/boss-subordinate in the
office
3. Scenes which include place, time, and occasion - Business meeting, job interview, social gathering
parties, weddings, etc.
4. Culture - History, tradition, beliefs, norms, values

| Elements of Human Communication:

1. Sender - is the one who initiates the communication.

2. Receiver -provides the sender with feedback which may prompt the sender to clarify the message
or signal to carry on as planned.

3. Message –I s made up of the ideas and feelings that a sender-receiver wants to share with others.
Verbal symbols – express through words.
Non-Verbal symbols – express through gestures, inflection, tone, etc.

4. Channel - are means through which we transmit the message in either vocal or non-vocal messages.
Vocal messages– are verbal and spoken.
Non-vocal messages– may be expressed in words or non-verbal symbols.

5. Feedback - the behavioral response of the sender-receiver to each other. It is the information that
comes back to the sender of the message and informs how well the message is getting through.

6. Noise - an interference that bars the message from being understood or interpreted.
External noise– comes from the physical environment.

| The Process of Communication:

Communication is a process whereby people create and

transmit meaning through the exchange of verbal and
nonverbal messages in a particular context. (Oetzel, 2009:11)

Communication process consists of some interrelated steps

or parts through which messages are sent form sender to
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receiver.
| Elements of Human Communication:
1. Sender - is the one who initiates the communication.

2. Receiver -provides the sender with feedback which may prompt the sender to clarify the message or
signal to carry on as planned.

3. Message –I s made up of the ideas and feelings that a sender-receiver wants to share with others.
Verbal symbols – express through words.
Non-Verbal symbols – express through gestures, inflection, tone, etc.

4. Channel - are means through which we transmit the message in either vocal or non-vocal messages.
Vocal messages– are verbal and spoken.
Non-vocal messages– may be expressed in words or non-verbal symbols.

5. Feedback - the behavioral response of the sender-receiver to each other. It is the information that
comes back to the sender of the message and informs how well the message is getting through.

6. Noise - an interference that bars the message from being understood or interpreted.
External noise– comes from the physical environment.

| Models Of Communication

Communication models are systematic representations of the process which helps in understanding
how communication works can be done. Models show the process metaphorically and in symbols. They form
general perspectives on communication by breaking communication from complex to simple and keep the
components in order.

Communication models can sometimes encourage traditional thinking and stereotyping but can
also omit some major aspects of human communication.

Methods and channels of communication to be used and the purpose of communication, must be
considered before choosing a specific communication model. Models are used by business companies and
other firms to foster their communication, explore their options and to evaluate their own situations. It is also
used to understand how the receivers will interpret the message.
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Types of Communication Model

There are three general types of communication models in which all other communication models are mostly
categorized.
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Linear Model of Communication

Linear model of communication is a simple one-way communication model. The message flows in a straight
line from sender to the receiver. There is no concept of feedback. The only task that a receiver does here is
to receive the message. Different models that follow linear model of communication are:
▪ Lasswell’s Model ▪ Shannon Weaver Model
▪ Aristotle’s Model ▪ Berlo’s S-M-C-R Model

Transactional Model of Communication

In transactional model, senders and receivers both are known as communicators and both play equally
important role in communication. Transactional model relates communication with social reality, cultural up-
bringing and relational context (relationships). Non-verbal feedback like gestures, body language, is also
considered as feedback in this model. Different models that follow transactional model of communication
are:
▪ Barnlund’s Transactional Model
▪ Helical Model
▪ Becker’s Mosaic Model

Interactive Model of Communication

Interactive model or convergence model is similar to transactional model as they are both two-way
communication model. But interactive model is mostly used for new media like internet. Here, people can
respond to any mass communications like videos, news, etc. People can exchange their views and
ideas. Different models that follow interactive model of communication are:
▪ Schramm’s Interactive Model

Other Communication Models

1. Dance’s Helical Spiral of Communication

In 1967, Dance made a communication model based on a helix known as helical model. He explains how a
child learns to communicate and the child grows up and continues to communicate. Communication
depends on previous experiences and activities of the speaker according to this model.

2. Westley and MacLean’s Conceptual Model

Westley and MacLean’s model explains the difference between interpersonal and mass communication as
feedback. Feedback can be direct in interpersonal communication whereas indirect in mass
communication. According to this model, communication starts from the environment and not when the
message is spoken or shown.
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Lesson II: | Principles and Ethics of Communication

Learning Outcomes

At the end of the lesson, you are

expected to achieve the following:

2. Describe the nature, elements,

and functions of verbal and non-
verbal communication in various
and multicultural contexts.

1.
3. Explain how cultural and global
issues affect communication,
and why ethical communication
is essential.
Effective communication is a key interpersonal skill and

4. Appreciate the impact of learning how you can improve your communication has
communication on society and many benefits. It sounds so simple: say what you mean.
the world. 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.

DID YOU KNOW? Almost 91% of professionals from the world’s top 300 multinational companies said that

communicating in English is important for work success, but only 7% of them indicate that their current level of
English is sufficient for their jobs. This is based on “The Globalization of English” research study conducted by
the McKinsey Global Institute.
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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.

THE FIVE C’s IN COMUNICATION

1. Courtesy also known as politeness. Ways to demonstrate courtesy:
using polite words and tone to show respect to the receiver of the message.
applying tact and diplomacy
developing the “WE” attitude using positive words instead of negative
being considerate of the feelings of the receiver
selecting gender-free terms
responding promptly to important messages

2. Clarity may involve correct word usage, grammar, pronunciation, sentence construction and delivery.
Messages which are unclear oftentimes do not achieve their desired effect.

3. Conciseness lengthy messages can result in information overload and overwhelm listeners/readers of
messages. Conciseness is saying what needs to be said in as few words as possible. Avoid flowery words.

4. Concreteness this refers to being specific. To demonstrate concreteness, providing examples whenever
necessary makes a message more comprehensible.

5. Completeness To avoid ambiguity, messages should not leave out important details that a receiver
expects to know such as answers to the What, Who, Where, When, Why and How questions.
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ETHICS is a system of moral principles deals with values relating to human conduct, with respect to the rightness
and wrongness of certain actions and to the goodness and badness of the motives and ends of such actions.

COMMUNICATION ETHICS

The principle governing communication, the right and wrong aspects of it, the moral- immoral dimensions
relevant to Interpersonal communication are called the ethics of Interpersonal communication.

Maintaining the correct balance between the speaking and listening the legitimacy of fear and emotional
appeal degree of criticism and praise

A death or an overdose of either of the factors could result in unfavorable consequences. The principle of
honesty on both sides should be completely applied because any amount of insincerity from either the
listener or the speaker would not be prudent.

Regardless of an individual's moral principle (relativistic), ethics in communication can take a universal
approach, which can be displayed in several ways including but not limited to the following:

1. Adhering to the golden rule or the platinum rule.

The golden rule asserts to always treat others in the same way you want to be treated while the
platinum rule according to Bennett (1980) stresses on trending others the way they wish to be treated.
Ethical communicators address people of other cultures with the same respect that they would like
to receive themselves (Jandt, 2013:37)
2.Considering the feelings of the receiver.
Humans are not only cognitive but also emotional beings. If we are less careful with or words, tone,
and non-verbal gestures, people could be negatively affected. To be ethical in communicating with
others, it will be best to maintain tact and diplomacy in our communications.
3. Acknowledging the source of ideas & information.
Sources of ideas and information should be always acknowledged appropriately. It is unethical and
unlawful for someone to convey other people's intellectual property without recognizing the author's
names or organizations.
4. Speaking the truth.
This is a universal rule. Unfortunately, there are also those who (for whatever reason) seem to enjoy
propagating falsehood. Take for instance the abundance of fake news or what others call
alternative facts on the Internet. Obviously, this is a violation of communication ethics and should be
stopped.
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| 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.
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Communication

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.