NEW BRIGHTON SCHOOL OF THE PHILIPPINES, INC

Module No. _1st- 2nd Week__

Subject: Date of Submission: ____________
Name of Student: __________________________________________________
Course and Year: __________________________________________________
Semester and School Year: __________________________________________

Topic 1: Communication processes, principles and ethics!

It’s time for you to get to know what this module is all about!

We communicate various meanings all the time in everyday conversations we have and hear around us. These are
largely spontaneous and unrehearsed. But there are factors such as audience, context, and purpose that shape the way a
conversation begins, continues, and ends. How you and your relatives talk to each other and laugh about certain shared
experiences may be different when a foreigner joins the discussion. How we communicate depends on who we are talking
to, what we are discussing, and where and when the conversation is taking place.
In this module you will be able to understand the concept of ‘Communication’ and its importance. This will help you
understand how communication flows and affected in various context. And most importantly, this will teach you how to
communicate effectively in a multicultural world.

Learning objectives:
At the end of this module, the student should be able to:

 describe the nature of communication;

 identify the types of communication in relation to communication mode, context, and purpose and style in various
and multicultural contexts;
 differentiate the various communication models and its processes;
 discuss the communication ethics;
 practice effective communication skills.

Warm-up Activity: Semantic Word Cloud

Instruction:
1. To participate in the activity, go to mentimeter.com and enter the code provided to you.
2. Come up with a word or phrase that can be associated with “communication” and enter those word and phrase in a
box provided.
3. Synthesize and discuss the words and phrases presented in the Semantic Word Cloud in the class through an oral
recitation.
De-briefing questions:
 What does communication mean?
 How important is communication to your personal and professional success?

Introduction: COMMUNICATION PRINCIPLES

Communication is understood as the process of meaning-making through a channel or a medium. It comes from the Latin
“Communicares”, meaning to share or to make idea common. The connection that encompasses interaction among
partakers is at the center of your learning of communication.
Communication is a process of exchanging verbal and/or non-verbal information between two or more people who can
either be the speaker or the receiver of the messages. It is used to meet the purpose of the person (to inform, to persuade,
or to entertain. Communication can be in the form of written, verbal, non-verbal, and visuals.

MODES OF COMMUNICATION
Verbal communication- is the use of sounds and words to express yourself, especially in contrast to using gestures or
mannerisms (non-verbal communication). It involves an exchange of information through face-to-face, audio and/or video
conferencing, lectures, meetings, radio, and television. An example of verbal communication is saying “No” when someone
asks you to do something you don't want to do.
Non-Verbal communication- involves the following to convey or emphasize a message of information.
• Voice – includes tone, speech rate, pitch, and pauses.
• Body language - this includes facial expressions, gestures, postures, and eye contact.
• Personal space or distance – this refers to area of space and distance that a person from a different
culture, personality, age, sex, and status adopts and puts for another person.
• Personal appearance – this refers how a person presents himself/herself to a particular situation, whether
formal or informal.
Effective communication calls for the blending of these two types. One cannot be separated from the other. For
instance, door-to-door salespersons who demonstrate product knowledge can only be effective if they know how to properly
punctuate what they say with proper gestures and facial expressions. Their communication with the customer begins upon
greeting him/her with a welcoming smile then assessing customer needs and answering customer queries enhanced by
gestures and a friendly, happy, and pleasant disposition. It is only through this mode that salespeople with excellent
communication skills are able to provide the best information needed, thereby convincing the client to patronize their
products.
Visual communication- type of communication that uses visuals to convey information and/or messages. Some examples
are signs, symbols, imagery, maps, graphs, photos, and even various forms of electronic communications such as
emoticons and animations to convey the writer’s emotions.
Written communication- involves text or words encoded and transmitted through memos, letters, reports, on-line chat, SMS,
e-mail, journals and other written documents.

TYPES OF COMMUNICATION ACCORDING TO CONTEXT

Context in communication is referred to as a composite of people interacting with each other.
Intrapersonal Communication – means talking to oneself. Some label it as self or inner talk, inner monologue, or inner
dialogue.
Interpersonal Communication – an interactive exchange takes place as interpersonal communication takes place. A
transactional does not necessarily take place since it can only be a simple interaction greetings or ordinary conversation.
Extended Communication – involves the use of electronic media such as televisions, radio, audio or phone conferencing,
video conferencing, and other technological means. With the use of electronic media, messages are transmitted quickly.
With this, your thinking, behavior, and attitude may be influenced by other people and you may be persuaded to take views
you hear.
Organizational Communication – plays in organizational contexts. Organizations comprise individuals who work for the
company. For an organization to be successful, a set of rules or standards for communication protocol should be made
clear so that interaction patterns are established.
Organizational Communication – written and oral communication skills is needed. Two types of organizational
structure:
1. Formal – allows communication to take place via designated channels of message flow between positions in the
organizations.
a. Downward communication - upper to lower positions (supervisor > staff)
b. Upward communication – bottom-up ( staff > supervisor)
c. Horizontal communication – lateral (belong to the same level but different department)
d. Crosswise communication- diagonal (different department at various levels)
2. Informal – comes from unofficial channels of communication. Also known as “grapevine” messages coming from
the different levels of organization are transmitted.
Intercultural Communication – communication between or among people having different linguistics, religious, ethnic, sex,
social, and professional backgrounds. Individuals having different orientations communicates and interpret messages
differently. This particularly happens with non-verbal communication.

COMMUNICATION PROCESSES
Involves elements such as:
1. Source – the speaker or sender carefully crafts the message. The speaker or sender may be anyone: an author, a
public speaker in a special occasion or even a traffic enforcer.
2. Message – this is the reason behind any interaction. It is the meaning shared between the sender and receiver.
Messages take many forms. They could mean poems, songs, essay, news articles, road signs and even symbols.
3. Encoding – process of transferring the message.
4. Channel – the means to deliver the message such as face-to-face conversations, telephone calls, e-mails, and
memos, among others.
5. Decoding – the process of interpreting an encoded message.
6. Receiver – the recipient of the message. The receiver may be a part of an audience in a public speaking event, a
reader of a letter or a driver who reads road signs. The receiver is expected to listen or read carefully, to be aware
of different kinds of sender to jot down information when neede.
7. Feedback – reactions or responses of the receiver.
8. Context – the situation or environment in which communication takes place
9. Barrier – is also known as interference that prevents effective communication to take place.
ex. Culture, individual differences, noise, status

COMMUNICATION MODELS
ARISTOTLE’S COMMUNICATION MODEL

Classical rhetoric dates back to ancient Greece during the time of Aristole, Plato and the Greek Sophists who were
great rhetoricians. Effective public speaking is an important consideration in the study of communication.
Aristotle emphasize the three variables in the communication process. The speaker variable is very important.
Depending on the profile of the audience, the speaker adjusts his/her speech. Some considerations for the audience
demographics are age, sex, background, culture, race, religion, gender, social and economic.
SHANNON-WEAVERS COMMUNICATION MODEL

Originally, it was conceptualized for the functioning of the radio and television serving as a model for technical
communication and, later on, adopted in the field of communication.
Example:
Thomson made call to his assistant “come here I want to see you”.  During his call, noise appeared (transmission error) and
his assistant received “I want” only. Again, Assistant asked Thomson (feedback) “what do you want Thomson”.
Sender       :   Thomson
Encoder     :   Telephone (Thomson)
Channel     :   Cable
Noise          :   Distraction in voice
Reception  :   Telephone (Assistant)
 Receiver     :   Assistant.
Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages.
*The noise which affect the communication flow between them.
LASWELL’S COMMUNICATION MODEL

the whole process of communication begins with the communicator (who) sending out a message (What) using a
medium (in which channel) for a receiver (to whom) experiencing an effect (with what effect) afterwards. The process maybe
analyze through the content sent, the medium used, as well as the effect on the recipient of the message.
BERLO’S COMMUNICATION MODEL

Berlo’s model includes a number of factors under each of the elements:

1. Source: The source is situated where the message originates.
Communication skills – It is the skill of the individual to communicate. For example, the ability to read, write, speak,
listen etc.
Attitudes – This includes attitudes towards the audience, subject and towards oneself. For example, for the student,
the attitude is to learn more and for teachers, it is to help teach.
Knowledge– Communicating also means that the person needs to be knowledgeable about the subject or topic. For
e.g. a teacher needs to know about the subject in detail that he or she teaches so that they can communicate
properly such that the students understand here.
Social system – The social system includes the various aspects of society like values, beliefs, culture, religion and
a general understanding of society. It is where the communication takes place.Culture: Culture of a particular
society also comes under the social system.
2. Message
Content – The body of a message, from the beginning to the end, comprises its content. For example, whatever the
class teacher teaches in the class, from beginning to end, is the content of the message.
Elements – It includes various things like language, gestures, body language, etc. They constitute all the elements
of a particular message. Any content is accompanied by some elements.
Treatment – It refers to the packing of the message and the way in which the message is conveyed or the way in
which it is passed on or delivered.
Structure– The structure of the message refers to how it is arranged; the way people structure the message into
various parts.
Code– The code of the message refers to the means through which it is sent and in what form. It could be, for
example, language, body language, gestures, music, etc. Even culture is a code. Through this, people give and
receive messages and communication takes place.
3. Channel– It refers to the five sense organs.
4. Receiver- The components of receiver are similar to sender or source since for the communication to effective both
should have a good communication skills.
COMMUNICATION ETHICS
1. Uphold Integrity- Be truthful with your opinion and be accurate with your judgment.
2. Respect diversity of perspective and privacy- show compassion and consideration with the beliefs, status,
affiliations, and privacy of others.
3. Observe freedom of expression- Be careful of what and how you say your words depending on the type of people
you are communicating with.
4. Promote access to communication- Give others an opportunity to express what they feel and think about the
message being communicated.
5. Be open-minded- Accept that others have different views or opinions, which may conflict with yours.
6. Develop your sense of accountability- Acknowledge responsibility for all your actions, good or bad.
GUIDELINES FOR EFFECTIVE COMMUNICATION
1. Be clear with your purpose.
2. Support your message with facts.
3. Be concise.
4. Provide specific information in your feedback.
5. Adjust to the needs, interest, values, and beliefs of your audience.
6. Observe communication ethics.
7. Be your natural self and appear very confident.
Assessment:
Comprehension Check!
Part I. Choose T if the statement is True and F if it is False.
______1. A competent communicator knows how to overcome the barriers to communication.
______2. Communication is an ongoing process.
______3. Effective communication plays a crucial role in your personal and professional success.
______4. Informal communication does not exist in all organizational structure.
______5. Shanonn-Weavers communication model emphasizes that the decoder is the destination of the message.
______6. Context affects the flow of communication.
______7. Communication may not be possible in some situations.
______8. Extended communication is a communication between or among people having different linguistics, religious,
ethnics, and social backgrounds.
______9. Feedback can be verbal or non-verbal.
______10. Non-verbal communication uses images, graphs, signage, and electronic communication symbols to convey a
message.
Part II. Think of a situation where formal communication is involved. Give 3 situations and base on it, identify the elements of
communication: 1. Context, 2. Sender, 3. Receiver, 4. Message, 5. Channel, and 6. Barrier. You can write your answers in
phrases and/or sentences. See the example below for your reference.
Example:
1. Context - The context of the situation was about School administration, students, and parent conference on the tuition fee
increase.
2. Sender - The school officials deliver the message.
3. Receiver - The students and parents
4. Message - There should be a tuition fee increase to upgrade school facilities and to fund student-teacher academic
research, student leadership development, professional learning for teachers, and community extension activities.
5. Channel - through a face-to-face conference
6. Barriers - Noise, culture, prejudices, past experiences, language use.

Part III. Essay

1. If you were to choose a conceptual model for communication, what would you prefer and why? How can you be
guided by any of these models when you communicate?
2. View on the youtube the speech of the President Rodrigo Duterte at Philippine China Trade and Investment Forum
Beijing, China on October 20, 2016.

Do you think the guidelines for an effective communication were followed? Which ones were followed? Which ones
were not? Why or Why not?

What advice would you give to make the speaker more effective? Write your thoughts on the space provided.

References: References:
• Barrot, J. & Sicapio, P. (2018). Purposive communication in the 21st century. Quezon City: C&E Publishing
House.
• Madrunio, M. & /martin, I. (2018). Purposive communication using English in multilingual context. Manila: Rex
Bookstore, Inc.
• https://slideplayer.com/slide/9894736/
• https://www.communicationtheory.org/berlos-smcr-model-of-communication/
• https://rahmanjmc.wordpress.com/2015/02/09/lasswells-model-of-communcation/
• https://www.communicationtheory.org/shannon-and-weaver-model-of-communication/