The Discipline of

Communication
Objectives:

1. Identify the goals and scope of

communication
2. Demonstrate comprehension of the
principles of communication
Two applicants, Kathryn, and Julia were interviewed on the
television network for the position of a segment producer—
one who is in charge of setting up and providing news
programs. During the interview session, they were asked to
pinch in ideas about a new program. Both Kathryn and Julia
had good ideas, but it was Julia who was hired to do the job.
Why? Because unlike Kathryn, Julia discussed her ideas
clearly and demonstrated better communication skills.
The simple scenario described above highlights the
importance of communication in today's rapidly,
shifting, and evolving society. What is the role of
communication to this end? In this lesson, you will
learn what communication is, what its objectives are,
and how important it is to society. You will understand
why communication should not be overlooked, even if
it seems to happen easily to us.
 Communication and Its Scope
Communication is the key for understanding every member of the
society. It benefits every individual. A need for communication of an
individual is as powerful as the basic human needs. The scope of
communication should always be clearly identified in the
communication process. The specification of the information covered
by the communication is the subject of the scope. It has become the
foundation of social existence and a sense of commonness and unity.
Thus, the existence of a human being can be clearly elaborated in the
development of a communicative system. The scope of the
communication can be assessed and analyzed from different points of
view.
Social dimensions

Communication aims to guarantee people's social

enlightenment. It really plays a vital role in the
determination of the social behavior of the human being. It
motivates employees according to their own interests and
makes them aware of hazards as well as beneficial things.
He works as an instructor and a means of 5 transformation
in a fast-changing society. The various levels of
communicative techniques have a society that can be
resolved and equipped for life struggles.
Educational dimensions
The communications network is a part and parcel of
people education. In the past centuries, where there
have not been many facilities, people have also been
able to use different communication techniques for
educational purposes. The various tools that we use in
mass communication work as instructors to people
who are searching for knowledge. The learning goals of
the modern network are increasing daily.
 Organizational dimensions

 Communication has a crucial role to play in the

management structure of an easy operating system.
The three leaders and managers – strategic, tactical,
and operational – depend on the exchange of
messages though the communicative techniques.
Indeed, the communicative skills of the management
team will strengthen the staff in all respects.
 Dimensions of entertainment
 To break the timetable of living and redirect our
interest from the hectic situation which we live today,
enjoyment is an important part of daily life.
Communication opens a wide range of entertainment
opportunities for people. It begins with verbal
relationships to the big expanse of mass
communication. The context of films, drama, music,
comedy, etc. is wide in its pleasurable content.
 Integrative dimensions
 Communication is the one that connects people from
different areas of the globe. It builds up unification
and sensitivity towards one another. Through the
mode of interaction, the cultural differences are
merged. It integrates different people from different
backgrounds around the world. It's working as a
source of persuasion. The well-functioning of society
depends on the integrated element of
communication.
 GOALS OF
COMMUNICATION
The way we communicate is complex and
often purposeful. But what is the purpose of
human beings communicating?
1.To inform and be informed

It is through communication that we are seeking and

giving details. We use this data to generate
judgments. For example, to identify the exact location
of a place, we ask people for directions or surf the
Internet for a map. When someone asks us for
directions, we could make gestures to show the
people the way or create a detailed outline.
2. To persuade and influence
Have you ever been persuaded to buy something you
don't even need or want?
Have you ever made any changes to your opinion on
a particular issue?
They show another function of communication:
persuasiveness and impact. We communicate because
we want someone to do that or to accept point of
view.
3. To build and maintain relationships

 It's through communication that people show

feelings, anger, pain and pleasure. Without
communication, we cannot build connections, and
share our ideas and feelings with the people around
us. By communicating, we are satisfying our social
needs.
4. To develop a career

 In highly challenging society, a bachelor’s degree is

not enough to get you the job you want. As shown in
a team of potential employers, apart from
multitasking and commitment, a candidate with high
motivation seems to have an edge in terms to hiring
(Rosero, 2013).
Also, there are industries or institutions in need of
people with a degree in communication. As
communication is a very broad field, there are a wide
range of communication professions that you can
choose from, including a career in mass media, public
relations, or corporate communications.
 PRINCIPLES OF
COMMUNICATION
To better understand how communication works,
which in turn would help us to become far more
good communicators, it is crucial to understand the
core guidelines of communication.
• Communication is dynamic.

The daily nature of communication is contradicted by

its dynamism. Communication is always changing. The
change in each of its components as well as the
engagement of these elements with each other are
affected. The reason we communicate transforms as
we constantly define our relationships, adjust our
behavior and social situations, and gain valuable skills
of communication.
• Communication is unrepeatable and irreversible

Each communication interaction is unique. Every

communication interaction affects and changes people. This
makes it difficult for communication encounters to take place
in the same way. This also makes the information irreversible
—whatever was already said or completed cannot be taken
back because it has already influenced communicators in
some way, whether mental, affective or behavioral.
• Communication has no opposite

While it is accurate that we communicate with a reason,

we can also communicate without any consciousness of
it. This means that even if we remain silent, that silence
still means something to others. This is what we mean
by saying that communication seems to have no
opposite—we will never stop dealing because every one
of us, even our silence, sends the message.
 Communication is affected by culture
In the Philippines, and in some western countries, when someone
gives you a thumb-up sign, you describe it as "okay" or "good to go."
But did you notice that in Latin America, West Africa, Greece, Russia,
Sardinia, Southern Italy, and West Asia, the whole symbol may cause
you problems because this network device is considered an insult to
them? This example shows how cultural identity influences how
individuals attribute meanings. Cultural factors—such as nationality,
ethnic background, sexual identity, religious belief, and age—influence
how we express and decode messages. Knowledge, awareness and
different cultures are fundamental to good communication.
• Communication is influenced by ethics

Since communication has an impact, it requires the

information exchange people to make decisions as to what is
right and wrong. The judgments are based on ethics. Ethics are
standards, morals and values used by people in society to
regulate behavior. An expressive act is considered to be ethical
if it is based on integrated automated fingerprint identification
standards of conduct. It is ethical, for instance, that we
communicate with sincerity, honor and a sense of
responsibility.
• Communication is competence-based.

Communication is a skill which needs to be developed.

No matter what field we want to undertake, we can all
benefit from improving our communication skills. This
begins with the recognition of our communication
strengths and weaknesses, and our commitment to the
acquisition of communication and presentation
experience.
• Communication is being transformed by media and
technology.
Technology is now one of the key features of this generation. As
societies continue to develop, complexity also tends to increase
throughout the way we communicate. Now it is acceptable to speak
to several people at the same time, even over long distances, through
communications technology. Besides that, the extent of the
transformation of such media as books, print media, radio, tv and film
has also had a big impact on the way wherein we perceive and
transmit ideas and cultural norms – that can either reinforce or
implement new preconceptions or provide a means of enabling
people.
 Any
Questions?
Thank You!!!