Republic of the Philippines

ASIAN DEVELOPMENT FOUNDATION COLLEGE

Tacloban City

Preliminary Period
Second Semester AY 2020-2021
(Week 1- February 8-19)

MODULE in
PURPOSIVE
COMMUNICATION
(GE 115)

PREPARED BY:
MARIENELL C. PINEDA
 MODULE 1:
COMMUNICATION IN THE GLOBAL
WORLD
21ST CENTURY THEME: GLOBAL AWARENESS

I. INTRODUCTION

“Communication always has a purpose. Before speaking, the first law is: you must know
why you are talking. You must know what are communicating for. What do you want?”-
Harbhajan Singh Yogi, Spiritual Teacher.
It is natural for humans to communicate. Even before you learn a language, you
already communicate through your coos and cries when you were a baby. One interesting,
major milestone about your ability to communicate with others happens as early as the
first 10 months of your life. It is at this point that you start to understand that
coos and cries can be used to achieve something. This is the stage in your pre-
linguistic life that you first develop intentionally- the stage where you first
realize that communication can be used to achieve something, that “communication
always has a purpose.”
The course Purposive Communication is about writing, speaking and presenting to
different audiences and for various purposes. It highlights the importance of
purposeful and meaningful communication in a global and multicultural world that we
live in. The course is composed of various, differentiated, and challenging tasks
designed to enhance your critical thinking, listening, speaking, reading, writing, and
viewing skills and your intercultural competence in communicating to people coming
from diverse backgrounds. You will be exposed and challenged to use the different
digital tools in conveying your ideas to audiences whose needs are shaped by the
peculiarities of their situations and cultures. By the end of the course, you should
have acquired and mastered the essential knowledge, skills and competencies that will
help you achieve your academic and professional goals.

MODULE I:
COMMUNICATION IN THE GLOBAL WORLD 21st Century THEME: Global
Awareness

In a globalized world, effective communication is a necessity. When friends,

relatives, and colleagues need to reach all corners of the world, it is easy to see
the importance of global communications in the world today. Whether you need to
connect from Barcelona to Buenos Aires or Boston to Beijing, instant contact has
become the norm and expectation. But how did we get here? Just 10 years ago, we were
being introduced to new programs called YouTube, Skype, and Facebook. Now these are
household names that are used on a daily basis at home and in the office. But in a
business environment, there is more to communications than just opening up Skype and
connecting to the other side of the planet. Learning
the importance of global communications and implementing
effective communications policies are key to helping a global organization thrive in
this new world.
LESSON 1: COMMUNICATION PROCESS, PRINCIPLES, AND ETHICS
II. OBJECTIVES

At the end of this lesson students should be able to:

1. Describe the nature and elements of verbal and non-verbal communication in
various multicultural contexts;
2. Characterize communication and miscommunication in digital age;
3. Create a communication model using power point presentation.
III. DISCUSSION

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21ST CENTURY THEME: GLOBAL AWARENESS

COMMUNICATION PROCESS
- The term communication process refers to the exchange of information (a message)
between two or more people. For communication to succeed, both parties must be
able to exchange information and understand each other. If the flow of
information is blocked for some reason or the parties cannot make themselves
understood, then communication fails.
LANGUAGE ACQUISITION
- the process by which humans acquire the capacity to perceive
and comprehend language (in other words, gain the ability to
be aware of language and to understand it), as well as to
produce and use words and sentences to communicate.
- First language acquisition refers to the way children learn
their native language. Second language acquisition refers to
the learning of another language or languages besides the
native language.
PRE-PRODUCTION (0-6 months)
- Non-verbal; draws and points
- Does not verbalize
- Nods “YES” and “NO”
EARLY PRE-PRODUCTION(6months-1year)
- Limited comprehension;1-2 word responses
- Uses familiar phrases and key words
SPEECH EMERGENCE (1-3yrs. Old)
- Can produce simple sentences; Good comprehension, make grammar and pronunciation
errors
- Frequently misunderstands jokes
INTERMEDIATE FLUENCY(3-5 yrs. Old)
- Has excellent comprehension; makes few grammatical errors
ADVANCED FLUENCY(5-7 yrs. Old)
- Has hear native level of speaking, understand figurative language.
- Child was able to communicate
- She can able to express his/her feelings.
NATURE VS. NURTURE

ELEMENTS OF COMMUNICATION
The Sender

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COMMUNICATION IN THE GLOBAL
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21ST CENTURY THEME: GLOBAL AWARENESS

- The communication process begins with the sender, who is also called

the communicator  or source. The sender has some kind of information — a command,
request, question, or idea — that he or she wants to present to others. For that
message to be received, the sender must first encode the message in a form that can
be understood, such as by the use of a common language or industry jargon, and then
transmit it.
The Message
- The message  or content is the information that the sender wants to relay to the
receiver. Additional subtext can be conveyed through body language and tone of
voice. Put all three elements together — sender, receiver, and message — and you
have the communication process at its most basic.
The Medium
- Also called the channel, the medium is the means by which a message is
transmitted. Text messages, for example, are transmitted through the medium of
cell phones, Videos, Speaking, Writing etc.
The Receiver
- The person to whom a message is directed is called the receiver  or
the interpreter. To comprehend the information from the sender, the receiver
must first be able to receive the sender's information and then decode or
interpret it. 
Feedback
- The communication process reaches its final point when the message has been
successfully transmitted, received, and understood. The receiver, in turn,
responds to the sender, indicating comprehension. Feedback may be direct, such
as a written or verbal response, or it may take the form of an act or deed in
response (indirect).

Other Factors
The communication process isn't always so simple or smooth, of course. These
elements can affect how information is transmitted, received, and interpreted:
- Noise: This can be any sort of interference that affects the message being sent,
received, or understood. It can be as literal as static over a phone line or
radio or as esoteric as misinterpreting a local custom.
- Context: This is the setting and situation in which communication takes place.
Like noise, context can have an impact on the successful exchange of
information. It may have a physical, social, or cultural aspect to it. In a
private conversation with a trusted friend, you would share more personal
information or details about your weekend or vacation, for example, than in a
conversation with a work colleague or in a meeting.
MEDIUM MESSAGE

NOISE

FEED
BACK
PURPOSIVE COMMUNICATION (GE115)
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COMMUNICATION IN THE GLOBAL
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21ST CENTURY THEME: GLOBAL AWARENESS

The Communication Process in Action

Brenda wants to remind her husband, Roberto, to stop by the store after work and
buy milk for dinner. She forgot to ask him in the morning, so Brenda texts a reminder
to Roberto. He texts back and then shows up at home with a gallon of milk under his
arm. But something's amiss: Roberto bought chocolate milk when Brenda wanted regular
milk.

In this example, the sender is Brenda. The receiver is Roberto. The medium is a
text message. The code is the English language they're using. And the message itself
is "Remember the milk!" In this case, the feedback is both direct and indirect.
Roberto texts a photo of milk at the store (direct) and then came home with it
(indirect). However, Brenda did not see the photo of the milk because the message
didn't transmit (noise) and Roberto didn't think to ask what kind of milk (context).

BARRIERS OF COMMUNICATION
This far we have seen what we mean by the process of communication. But, at times even
after taking care of every other detail some miscommunication arise. So, to eliminate
these misunderstandings, we have to understand the most
common barriers to effective communication.
Linguistic Barriers
- The language barrier is one of the main barriers that
limit effective communication. Language is the most
commonly employed tool of communication. The fact that
each major region has its own language is one of
the Barriers to effective communication. Sometimes even
a thick dialect may render the communication
ineffective.
- As per some estimates, the dialects of every two
regions changes within a few kilometers. Even in the
same workplace, different employees will have
different linguistic skills. As a result, the
communication channels that span across
the organization would be affected by this.
- Thus keeping this barrier in mind, different
considerations have to be made for different
employees. Some of them are very proficient in
a certain language and others will be ok with these languages.

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COMMUNICATION IN THE GLOBAL
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21ST CENTURY THEME: GLOBAL AWARENESS

Psychological Barriers
- There are various mental and
psychological issues that may be
barriers to effective communication.
Some people have stage fear, speech
disorders, phobia, depression etc. All
of these conditions are very difficult
to manage sometimes and will most
certainly limit the ease of
communication.
Emotional Barriers
- The emotional IQ of a person
determines the ease and comfort with
which they can communicate. A person
who is emotionally mature will be able
to communicate effectively. On the
other hand, people who let their emotions take
over will face certain difficulties. A perfect
mixture of emotions and facts is necessary for
effective communication. Emotions like anger,
frustration, humor, can blur the decision-
making capacities of a person and thus limit
the effectiveness of their communication.

Physical Barriers to Communication

- They are the most obvious barriers to

effective communication. These barriers are
mostly easily removable in principle at least. They include barriers like noise,
closed doors, faulty equipment used for communication, closed cabins, etc.
Sometimes, in a large office, the physical separation between various employees
combined with faulty equipment may result in severe barriers to effective
communication.
Cultural Barriers of Communication
- As the world is getting more and more
globalized, any large office may have people
from several parts of the world. Different
cultures have a different meaning for several
basic values of society. Dressing, Religions
or lack of them, food, drinks, pets, and the
general behavior will change drastically from
one culture to another.
- Hence it is a must that we must take these
different cultures into account while
communication. This is what we call being
culturally appropriate. In many multinational
companies, special courses are offered at the orientation stages that let people
know about other cultures and how to be courteous and tolerant of others.

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COMMUNICATION IN THE GLOBAL
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21ST CENTURY THEME: GLOBAL AWARENESS

Attitude Barriers
- Certain people like to be left alone. They
are the introverts or just people who are
not very social. Others like to be social
or sometimes extra clingy! Both these
cases could become a barrier to
communication. Some people have attitude
issues, like huge ego and inconsiderate
behaviors.
- These employees can cause severe strains
in the communication channels that they
are present in. Certain personality traits like shyness, anger, social anxiety may
be removable through courses and proper training. However, problems like
egocentric behavior and selfishness may not be correctable.
Perception Barriers
Different people perceive the same things
differently. This is a fact which we must
consider during the communication process.
Knowledge of the perception levels of the
audience is crucial to effective
communication. All the messages or communique
must be easy and clear. There shouldn’t be
any room for a diversified interpretational
set.

Physiological Barriers
- Certain disorders or diseases or other limitations could also prevent effective
communication between the various channels of an organization. The shrillness of
voice, dyslexia, etc. are some examples of physiological barriers to effective
communication. However, these are not crucial because they can easily be
compensated and removed.
Technological Barriers & Socio-religious Barriers
- Other barriers include the technological barriers. The technology is developing
fast and as a result, it becomes difficult to keep up with the newest
developments. Hence sometimes the technological advance may become a barrier. In
addition to this, the cost of technology is sometimes very high.
- Most of the organizations will not be able to afford a decent tech for the purpose
of communication. Hence, this becomes a very crucial barrier. Other barriers are
socio-religious barriers. In a patriarchal society, a woman or a transgender may
face many difficulties and barriers while communicating.
TYPES OF COMMUNICATION
NONVERBAL COMMUNICATION
- Nonverbal communication involves numerous elements, such as gestures,
intonation, proximity, volume, word choice, eye contact and many others. Andrews
University says that nonverbal messages serve to repeat, accent, complement,
regulate or substitute for a verbal message. Different cultures rely on
disparate systems of nonverbal communication, making misunderstandings and faux
pas common.

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COMMUNICATION IN THE GLOBAL
WORLD
21ST CENTURY THEME: GLOBAL AWARENESS

ELEMENTS OF NONVERBAL COMMUNICATION

 FACIAL EXPRESSION
- The human face is extremely expressive, able to express countless emotions
without saying a word. And unlike some forms of non-verbal communication, facial
expressions are universal. The facial expressions for happiness, sadness, anger,
surprise, fear, and disgust are the same across cultures.
 BODY MOVEMENTS AND POSTURE
- Believe how your perceptions of people are affected by the way they sit, walk,
stand up, or hold their head. The way you move and carry yourself communicates
a wealth of information to the world. This type of non-verbal communication
includes your posture, bearing, stance, and elusive movements.
 GESTURES
- Gestures are woven into the fabric of our daily lives. We wave, point, beckon,
and use our hands when we’re arguing or speaking animatedly – expressing
ourselves with gestures often without thinking. Nevertheless, the meaning of
gestures can be very different across cultures and regions, so it’s important to
be careful to avoid misinterpretation.

 EYE CONTACT
- Because the visual sense is dominant for most people, eye contact is a
particularly important type of non-verbal communication. The way you look at
someone can communicate many things, including interest, affection, hostility,
or attraction. Eye contact is also crucial in maintaining the flow of
conversation and for gauging the other person’s response.
 TOUCH
- We communicate a great deal through touch. Think about the messages given by
the following: a firm handshake, a timid tap on the shoulder, a warm bear hug,
an assuring pat on the back, a patronizing pat on the head, or a controlling
grip on your arm.
 PARALANGUAGE
- Paralanguage is the culture-specific stylistic element that people use while
speaking. Andrews University breaks paralanguage down into three groups:
vocal characterizers, vocal qualifiers and vocal segregates. Vocal
characterizers include things like yawning, laughing, crying and moaning,
which convey meanings to an audience. Vocal qualifiers include such elements
as tone, tempo, rhythm, pitch and volume. For example, speaking rapidly and
in a high pitch indicates excitement in many cultures. Vocal segregates
include such sounds as “uh-uh” or “mmmm,” noises which convey messages about
internal feelings, such as dissent or pleasure.
VERBAL COMMUNICATION
Spoken words make up verbal communication. Verbal communication may take place face-
to-face or through some media such as the telephone. The two types of verbal
communication are interpersonal and mass communication. Your everyday conversations
with friends, family and coworkers are interpersonal and make up the majority of your
verbal communication. When you address a crowd, you are engaging in public speaking or
mass communication. Examples of public speaking include delivering a toast at an event
or giving a presentation at work.
 Voice Tone
- Voice tone is so basic that it can come into play even when you’re not
uttering words, per se. Even when you simply make a sigh or laugh, your voice
tone modifies how it is likely to be interpreted. When you do use words, the
tone in which you say them can make all the difference.
 Voice Speed

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21ST CENTURY THEME: GLOBAL AWARENESS

- Speaking fast can convey an excited or agitated feel. Speaking slower can
convey a steady, reliable feel. Speaking very slow can let someone know that
you’re either bored or tired. If you’ve ever experienced someone speaking at a
speed that is incongruent with the content of what they’re saying, you know
how this can stand out.
 Voice Volume
- Volume can range from a whisper to a scream and everything in between. A very
quiet voice can represent that you are sharing something you don’t want
overheard, that you are being mischievous or that you are depressed. A very
loud voice can express great joy or terror.
- A humorous demonstration of the importance of using appropriate voice volume
can be found in the skit below, in which Will Ferrell plays Jacob Silj, a man
who was born with “voice modulation,” a disorder that leaves him unable to
modulate the volume of his voice.
 Language
- According to Wikipedia’s page on Language, there are an estimated 6000-7000
languages spoken in the world. How many of these do you know fluently or at
least in part? The more languages in which you have some level of competency,
the more ways you can phrase things and the more diverse the audience to which
you can connect. Depending on your position in the world and what you use
communication for, you might want to put in the effort to learn a new language
or two. But it can also be helpful just to know some of the key phrases in some
of the most commonly spoken languages around the world.
-
 Vocabulary
- Notice that it is only after focusing on some of the modifying verbal
communication skills and contexts that we even arrive at a discussion of the
actual words themselves. But make no mistake. The particular words you use do
matter a great deal. As a verbal communicator, your words are your toolbox, your
palette, your set of ingredients. The more broad and diverse your vocabulary,
the more effective you can be in expressing yourself to others.
- Some people go as far as reading the dictionary to really flood themselves over
time with new insight into vocabulary. But you also could consider things like
using a word-a-day calendar or signing up for a word-a-day email to learn at a
more slow and steady rate. At the very least, as you go about your day, if you
hear a word that you don’t quite know, take a few seconds to look it up. Over
time your vocabulary will gradually improve.
 Grammar
- Grammar is the set of rules for how words connect into phrases and phrases into
sentences and so on. You could employ the most impressive vocabulary on earth,
but if you put the words into an order incompatible with the rules of grammar,
you will not sound very credible or convincing. And grammar varies from one
language to another.

COMMUNICATION MODEL

ARISTOTLE’S MODEL OF COMMUNICATION

 Aristotle, a great philosopher initiative the earliest mass communication model

called “Aristotle’s Model of Communication”. He proposed model before 300 B.C
who found the importance of audience role in communication chain in his
communication model. This model is more focused on public speaking than
interpersonal communication.

Aristotle Model of Communication is formed with 5 basic elements

PURPOSIVE COMMUNICATION (GE115)
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COMMUNICATION IN THE GLOBAL
WORLD
21ST CENTURY THEME: GLOBAL AWARENESS

Speaker
plays an important role in Public speaking. The speaker must prepare his speech and
analysis audience needs before he enters into the stage. His words should influence in
audience mind and persuade their thoughts towards him.
Example:
Alexander gave brave speech to his soldiers in the war field to defeat Persian Empire.
Speaker         –    Alexander
Speech          –    about his invasion
Occasion        –    War field
Audience        –    Soldiers
Effect         –    To defeat Persia

SHANNON AND WEAVER MODEL OF COMMUNICATION or MATHEMATICAL THEORY OF COMMUNICATION

 The Shannon and Weaver Model of Communication is a mathematical theory of

communication that argues that human communication can be broken down into 6 key
concepts: sender, encoder, channel, noise, decoder, and receiver. A later
version of the theory by Norbert Weiner added a 7th concept (‘feedback’) which
changed the model from a linear to cyclical model.
 It is known as the “mother of all models” because of its wide popularity. The
model is also known as ‘information theory’ or the ‘Shannon theory’ because
Claude Shannon was the main person who developed the theory.
 The model’s primary value is in explaining how messages are lost and distorted
in the process of communication.
 The Shannon and Weaver model is a linear model of communication that provides a
framework for analyzing how messages are sent and received.
 The Shannon and Weaver model is a linear model of communication that provides a
framework for analyzing how messages are sent and received.
 It is best known for its ability to explain how messages can be mixed up and
misinterpreted in the process between sending and receiving the message.
 Shannon, in his famous article titled “A Mathematical Theory of Communication”
where he outlined the theory, explained what the goal of his model was:
 “The fundamental problem of communication is that of reproducing a message sent
from one point, either exactly or approximately, to another point” (Shannon,
1948, p. 379).
 Using this mathematical theory of communication, he hoped to more effectively
identify those pressure points where communication is distorted.

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COMMUNICATION IN THE GLOBAL
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21ST CENTURY THEME: GLOBAL AWARENESS

Sender (Information Source)

The Shannon Weaver model starts with the sender or “information source”. They are the
person (or object, or thing – any information source) who has the information to begin
with. The information source starts the process by choosing a message to send, someone
to send the message to, and a channel through which to send the message.
A sender can send a message in multiple different ways: it may be orally (through
spoken word), in writing, through body language, music, etc.
Example: An example of a sender might be the person reading a newscast on the nightly
news. They will choose what to say and how to say it before the newscast begins.
Encoder (Transmitter)
The next step in the Shannon Weaver model is the ‘encoder’. The encoder is the machine
(or person) that converts the idea into signals that can be sent from the sender to
the receiver. The Shannon model was designed originally to explain communication
through means such as telephone and computers which encode our words using codes like
binary digits or radio waves.
However, the encoder can also be a person that turns an idea into spoken words,
written words, or sign language to communicate an idea to someone.
Examples: The encoder might be a telephone, which converts our voice into binary 1s
and 0s to be sent down the telephone lines (the channel). Another encode might be a
radio station, which converts voice into waves to be sent via radio to someone.
Channel
The next step in the Shannon Weaver model is the ‘channel’. The channel of
communication is the infrastructure that gets information from the sender and
transmitter through to the decoder and receiver. We sometimes also call this the
‘medium’.
Examples: A person sending an email is using the world wide web (internet) as a
medium. A person talking on a landline phone is using cables and electrical wires as
their channel.
If we’re face-to-face, perhaps we don’t have a channel, except the sound waves from
our voice that carry the sound from the sender’s mouth to the receiver’s ear.
Noise
The next step in the Shannon Weaver model is ‘noise’. Noise interrupts a message while
it’s on the way from the sender to the receiver. It’s named after the idea that
‘noise’ could interrupt our understanding of a message. There are two types of noise:
internal and external.

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21ST CENTURY THEME: GLOBAL AWARENESS

Internal noise happens when a sender makes a mistake encoding a message or a receiver

makes a mistake decoding the message. Here’s the two points where it can happen:
At the point of encoding (for example, when you misspell a word in a text message);
At the point of decoding (for example, when someone misinterprets a sentence when
reading an email)
External noise happens when something external (not in the control of sender or
receiver) impedes the message. So, external noise happens:
At the point of transmission through the channel (for example, when we’re having a
conversation by a busy highway and the receiver is having trouble hearing over the
sound of cars)
One of the key goals for people who use this theory is to identify the causes of noise
and try to minimize them to improve the quality of the message.
Examples: Examples of external noise may include the crackling of a poorly tuned
radio, a lost letter in the post, an interruption in a television broadcast, or a
failed internet connection.
Examples of internal noise may include someone having a headache so they can’t
concentrate, someone speaking with a heavy accent, or when the sender mumbles when
speaking.
5. Decoder
The next step in the Shannon Weaver model is ‘decoder’. Decoding is the exact opposite
of encoding. Shannon and Weaver made this model in reference to communication that
happens through devices like telephones. So, in this model, there usually needs to be
a device that decodes a message from binary digits or waves back into a format that
can be understood by the receiver.
If we’re talking about direct communication between people without the use of
technology, there may still be a need for decoding. For example, you might need to
decode a secret message, turn written words into something that makes sense in your
mind by reading them out loud, or you may need to interpret (decode) the meaning
behind a picture that was sent to you.
Examples: Decoders can include computers that turn binary packets of 1s and 0s into
pixels on a screen that make words, a telephone that turns signals such as digits or
waves back into sounds, and cell phones that also turn bits of data into readable (and
listenable) messages.
6. Receiver (Destination)
The next step in the Shannon Weaver model is ‘receiver’ The receiver is the end-point
of the original Shannon and Weaver model of the technical communication process. This
is the step where the person finally gets the message, or what’s left of it after
accounting for noise.
Examples: Examples of a receiver might be: the person on the other end of a telephone,
the person reading an email you sent them, an automated payments system online that
has received credit card details for payment, etc.
7. Feedback
The final step in the Shannon Weaver model is ‘feedback’. Actually, the ‘feedback’
step was not originally proposed by Shannon and Weaver in 1948.  Norbert Weiner came up
with the feedback step in response to criticism of the linear nature of the approach.
(‘Linear’ means that the messages are only going one way).
Feedback occurs when the receiver of the message responds to the sender in order to
close the communication loop. They might respond to let the sender know they got the
message or to show the sender:
Whether they got the message clearly without noise
How well they understand the message
Nonetheless, the ‘feedback’ elements seems like a post-hoc add-on to the model, and is
the subject of a lot of criticism (see later in this article on ‘disadvantages of the
model’ for details).

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Examples: Feedback does not occur in all situations. Sometimes, like when watching TV,
we don’t tend to let the people talking on the TV know what we’re thinking … we simply
watch the show.
Some times when feedback will occur include:
During a chat between friends
When you write a reply email
Through your facial expressions and body language during a conversation
Etc.

“Here are some examples of how the Shannon Weaver model works”:
A telephone conversation
Sender: The sender is the person who has made the call, and wants to tell the person
at the other end of the phone call something important.
Encoder: The telephone turns the person’s voice into a series of binary data packages
that can be sent down the telephone lines.
Channel: The channel is the telephone wires itself.
Noise: Noise may occur if the speaker mumbles, the telephone wires are interrupted in
a storm, or the telephone encoders/decoders are malfunctioning.
Decoder: The telephone that the receiver is holding will turn the binary data packages
it receives back into sounds that replicate the voice of the sender.
Receiver: The receiver will hear the sounds made by the decoder and interpret the
message.
Feedback: The receiver may speak in response, to let the sender know what they heard
or understood.
Listening to the radio
Sender: The radio host will speak into her microphone.
Encoder: The microphone and its computer will turn the voice of the radio host into
binary packets of data that are sent to the radio transmitter. The radio transmitter,
also part of the encoder, will turn that data into radio waves ready to be
transmitted.
Channel: The channel will be the radio waves that are sent out by the radio
transmitter.
Noise: Noise is most likely to occur if the receiver’s transistor radio is not tuned
to the correct frequency, causing static, or if the receiver’s transistor radio is too
far away from the radio transmitter.
Decoder: The decoder is the receiver’s transistor radio, which will turn the radio
waves back into voice.
Receiver: The receiver is the person listening to the radio, who will hopefully
receiver the full message loud and clear if noise has been avoided or minimized.
Feedback: Feedback is difficult in this step. However, the radio channel may send out
researchers into the field to interview listeners to see how effective their
communication has been.
A face-to-face discussion
Here’s another example of how the Shannon and Weaver model of communication might work
for human communication:
Sender: The person starting the conversation will say something to start the
communication process.
Encoder: The ‘encoder’ step is usually used to explain a machine that encodes a
message for transmission. For a face-to-face discussion, you could consider the
‘encoding’ to be the ways the sender turns their idea into intelligible words and
sentences.
Channel: There isn’t any wire or radio waves involved here – instead, the sound is
transmitted through sound waves made by the voice.

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Noise: The sender may have mumbled or have an accent that caused the message to be
distorted (internal noise). There might be a wind or traffic that made the message
hard to hear (external noise).
Decoder: While there’s no machine here, the listener still has to turn the words they
hear into a legible message in their mind.
Receiver: The receiver is the second person in the conversation, who the sender is
talking to.
Feedback: Face-to-face communication involves lots of feedback, as each person takes
turns to talk. If someone’s message is not heard to to noise, they can ask for
clarification easily.

SCHRAMM COMMUNICATION MODEL

The Schramm Communication Model is a cyclical communication model containing all

basic principles of communication. The Schramm Communication Model offers a
classic approach to and explanation of communication. It can be used to
determine how communication between two people works when they’re exchanging
information, ideas, or attitudes.
Where several other models and theories about communication are linear in
nature, the Schramm Communication Model is circular. This means at least two
parties are required to send and receive a message. Both the sender and the
recipient have to encode and decode the message to interpret the message
correctly.

Source (Encoder)
The source of the message is the sender; the party who sent the message. The
source has to be clear when sending the message and has to be able to show why it
is important that the recipient reads it. This is why the sender of a message has to
make sure that the information he is providing is useful, relevant, and accurate.
In order to ensure that the recipient can properly read the message, it has to
be encoded. This means it is necessary for the recipient to know the sender. The
success of the attempt at communication will depend on the ability to bring
across the information in a simple but clear way. The way in which the message
is encoded is influenced by cultural aspects, perceptions, knowledge, attitudes,
experiences, and skills.
Recipient (Decoder)
The recipient of a message is the person or group to whom the message has been
sent. Whether the recipient is able to decode the message depends on a number of
factors. For instance, how much does the individual know about the topic of the
message, but also how open are they for a message and do they trust the source.
The interpretations of the recipient are influenced by cultural aspects,
perceptions, knowledge, attitudes, experiences, and skills as well.

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Decoding a message is a psychological process. After the message has been

received, the stimulus is immediately sent to the brain for interpretation. This
is where the message is given meaning, if at all. This processing phase is also
called decoding. Communication is successful when the recipient correctly
interprets the message from the source.
Message
In the studies of rhetoric and communication, a message is defined as
information. This information is communicated through words or other characters
and symbols. A message, either verbal or non-verbal, is the content of the
communication process and plays an important role in the Schramm Communication
Model.
A message may contain verbal content, such as speech, sign language, emails,
WhatsApp messages, or phone calls. A message can also consist of non-verbal
content, such as behavior, gestures, body language, eye contact, physical
contact, timing, and even artefacts.
Feedback
Although it’s not clearly indicated in the Schramm Communication Model,
recipients play an important role throughout the communication process. They are
not only supposed to absorb the message, but they also receive the message and
respond to it. The reply from the recipient to the sender’s message is called
feedback. Feedback can be both verbal and non-verbal. Sometimes it’s a verbal
response, sometimes it’s just a sigh or a nod. Feedback is often expressed in
writing, an email for instance.
Feedback is therefore a way to measure how the audience has received the
message. This enables the sender to improve the effectiveness of the way
messages are composed and sent. If the audience doesn’t understand the message,
the source of the message can refine it based on the feedback.

BERLO`S MODEL OF COMMUNICATION

 While the Aristotle model of communication puts the speaker in the central
position and suggests that the speaker is the one who drives the entire
communication, the Berlo’s model of communication takes into account the
emotional aspect of the message. Berlo’s model of communication operates on the
SMCR model.
In the SMCR model
S - Stands for Source
M - Message
C - Channel
R – Receiver

S - Source
The source in other words also called the sender is the one from whom the thought
originates. He is the one who transfers the information to the receiver after
carefully putting his thoughts into words.
How does the source or the sender transfer his information to the recipient ?
It is done with the help of communication skills, Attitude, Knowledge, Social System
and Culture.
 Communication Skills
An individual must possess excellent communication skills to make his communication
effective and create an impact among the listeners. The speaker must know where to
take pauses, where to repeat the sentences, how to speak a particular sentence, how to
pronounce a word and so on. The speaker must not go on and on. He should also make a
point to cross check with the recipients and listen to their queries as well. An

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individual must take care of his accent while communicating. A bad accent leads to a
boring conversation.
 Attitude
It is rightly said that if one has the right attitude, the whole world is at his feet.
There is actually no stopping for the person if he has the right attitude. A person
might be a very good speaker but if he doesn’t have the right attitude, he would never
emerge as a winner. The sender must have the right attitude to create a long lasting
impression on the listeners. An individual must be an MBA from a reputed institute,
but he would be lost in the crowd without the right attitude.
 Knowledge
Here knowledge is not related to the educational qualification of the speaker or the
number of degrees he has in his portfolio. Knowledge is actually the clarity of the
information which the speaker wants to convey to the second party. One must be
thorough in what he is speaking with complete in-depth knowledge of the subject.
Remember questions can pop up anytime and you have to be ready with your answers. You
need to be totally familiar with what you are speaking. Before delivering any speech,
read as much you can and prepare the subject completely without ignoring even the
smallest detail.
 Social System
Imagine a politician delivering a speech where he proposes to construct a temple in a
Muslim dominated area. What would be the reaction of the listeners ? They would
obviously be not interested. Was there any problem in the communication skills of the
leader or he didn’t have the right attitude ? The displeasure of the listeners was
simply because the speaker ignored the social set up of the place where he was
communicating. He forgot the sentiments, cultural beliefs, religious feelings of the
second party. Had it been a Hindu dominated society, his speech would have been very
impressive.
 Culture
Culture refers to the cultural background of the community or the listeners where the
speaker is communicating or delivering his speech.
M - Message
 When an individual converts his thoughts into words, a message is created. The
process is also called as Encoding.
Any message further comprises of the following elements:
 Content
One cannot show his grey matter to others to let him know what he is thinking. A
thought has to be put into words and content has to be prepared. Content is actually
the matter or the script of the conversation. It is in simpler words, the backbone of
any communication.
Ted to Jenny -“I am really exhausted today, let’s plan for the movie tomorrow
evening”.
Whatever Ted has communicated with Jenny is actually the content of the message. It is
very important for the speaker to carefully choose the words and take good care of the
content of the speech. The content has to be sensible, accurate, crisp, related to the
thought to hit the listeners bang on and create an immediate impact.
 Element
It has been observed that speech alone cannot bring a difference in the communication.
Keep on constantly speaking and the listeners will definitely lose interest after some
time. The speech must be coupled with lots of hand movements, gestures, postures,
facial expressions, body movements to capture the attention of the listeners and make
the speech impressive. Hand movements, gestures, postures, facial expressions, body
movements, gestures all come under the elements of the message.
 Treatment
Treatment is actually the way one treats his message and is conveys to the listeners.
One must understand the importance of the message and must know how to handle it. If a
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boss wants to fire any of his employees, he has to be authoritative and can’t express
his message in a casual way. This is referred to as the treatment of the message. One
must understand how to present his message so that the message is conveyed in the most
accurate form.
 Structure
A message cannot be expressed in one go. It has to be properly structured in order to
convey the message in the most desired form.
 Code
Enter a wrong code and the locks will never open. Enter a wrong password, you will not
be able to open your email account. In the same way the code has to be correct in the
communication. Your body movements, your language, your expressions, your gestures are
actually the codes of the message and have to be accurate otherwise the message gets
distorted and the recipient will never be able to decode the correct information.
C - Channel
Channel - Channel actually refers to the medium how the information flows from the
sender to the receiver.
How does one know what the other person is speaking ? - Through Hearing.
How does one know whether the pasta he has ordered is made in white sauce or not ? -
Through Tasting.
How does one know that there is a diversion ahead or it’s a no parking zone? -
Through Seeing.
How will an individual come to know that the food is fresh or stale ? How do we find
out the fragrance of a perfume ? - Through Smelling.
How will you find out whether the milk is hot or not ? - Through Touching.
All the five senses are the channels which help human beings to communicate with each
other.
R - Receiver
When the message reaches the receiver, he tries to understand what the listener
actually wants to convey and then responds accordingly. This is also called as
decoding.
The receiver should be on the same platform as the speaker for smooth flow of
information and better understanding of the message. He should possess good
communication skills to understand what the speaker is trying to convey. He should
have the right attitude to understand the message in a positive way. His knowledge
should also be at par with the listener and must know about the subject. He should
also be from the same social and cultural background just like the speaker.
There are several loopholes in the Berlo’s model of communication. According to the
berlo’s model of communication, the speaker and the listener must be on a common
ground for smooth conversion which is sometimes not practical in the real scenario.

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PRINCIPLES AND ETHICS OF EFFECTIVE CMMUNICATION

 The principle of clarity:
A message should be clear, free from distortion and noise. A vague message is
not only a barrier to creating effective communication but also causes the delay
in the communication process and this is one of the most important principles of
effective communication.
 Principles of Brevity:
A communication should be brief i.e. just necessary and sufficient. Repetition
and over-explanation are likely to destroy the actual meaning and importance of
the message. Moreover, the reader may feel disturbed by receiving a long
message.
 The principle of Simplicity:
Message should be given using simple and familiar words. Vague and technical
words should be avoided. Simple words are easy to understand and help the
receiver to respond quickly.
 The principle of Timeliness:
Communication is meant to serve a specific purpose. If communication is made in
time, communication becomes effective. If it is made untimely then it may become
useless.
 The principle of Compass:
The communication net should cover the whole organization. The concerned people
must know “What exactly they need and “When they need it. And effective
communication will serve such.
 The principle of Integrity:
Communication should consider the level of people, principles & objectives of an
organization to create a network or chain. Such a network will provide a better
field of internal and external communication.
 The principle of strategic use of Informal Organization:
The most effective communication results when managers use the informal
organization as complementary to formal communication, e.g. arranging sports,
cultural function & dinner for the employees can be informal organization.

PRINCIPLES AND ETHICS OF

EFFECTIVE COMMUNICATION

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V.I LESSON ACTIVITY

Activity 1:
Direction #1: Watch the following two commercials on Filipino meal time closely
observe
and describe how the family members communicate with one another.
(Video Commercial of Lucky Me- The Most Disturbing Dinner)
(Video Commercial of Lucky Me- Hapag-Usapan)
Direction # 2: Based on what you have watched on the commercial answer the following
questions:
1. What went wrong in the communication of the family members?
2. What could have worked better in their communication?
3. How can meal time promote effective communication and family bond?
4. How important is meal time for Filipinos?
Direction #3:Based on the commercial you’ve watched describe the elements of non-
verbal and verbal communication used, and what are the barriers of communication in
the commercial?

Activity #2:
Direction: Using the five photos and the two commercials as your guide,
characterize miscommunication and communication in the modern age.

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1. When does miscommunication happen?

2. How similar is modern communication with traditional face to face communication?
3. How different is modern communication from what it is used to be?

Activity #3
Create your own communication model using power point presentation or other
presentation applications/software.
Send your communication model trough our fb group/EDMODO group

PURPOSIVE COMMUNICATION (GE115)