PURPOSIVE COMMUNICATION

Learning from Home Series 2021 – 2022

Lesson 1:
Communication Process, Principles and Ethics

Plug in and Chat…

Interactive Lecture. Participate in the discussion of the key concepts about
communication process and principles and ethics in communication.

COMMUNICATION PROCESS AND PRINCIPLES

What is Communication?
By Jesus Perry L. Caudilla
Communication can be defined as a process by which information, meanings and feelings are shared
by persons through a common system of verbal and nonverbal symbols, signs or behavior.
As a process, communication is characterized as:
1. Dynamic – Communication is the ability of exchanging thoughts and experiences in a meaningful
way by taking in, processing, and responding to another person; it constantly deals with change because
human perception can change over time.
2. Continuous – Communication is an ongoing exchange of meaning-sharing behaviors
between/among individuals who operate within a frame of experience; it does not have a beginning, an end, or
a fixed sequence of events.
3. Adaptive – Communication adjusts to the changes that occur in its physical and psychological
environment.
4. Systemic – Communication involves components that are interrelated and interacting in a cyclic
order.
5. Transactional – Communication is transformational where every component is changing. Every
communication is a unique combination of people, messages and events; it consists of unending sharing
(transmission and reception) of messages between/among people on some occasion.
A. Forms or Contexts of Communication
1. Intrapersonal Communication is talking to oneself (self-talk) through internal vocalization or
reflective thinking due to some internal or external stimulus. In other words, this type of communication
takes place within the individual. For example, you may talk to yourself about what you want to drink
because of the internal stimulus of thirst, or you may think about a car accident you have witnessed. In
contrast with other forms of communication, intrapersonal communication takes place only inside a
person’s head.

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 2. Interpersonal Communication is a form of communication wherein individuals are engaged actively
in the overt and covert transmission and reception of messages.
a. Dyadic Communication is a two-person communication such as telephone conversation, job
interview and doctor-patient conversation.
b. Small Group Communication ideally consists of three to six persons such as committee
meeting, buzz session and brainstorming activity.
3. Public Communication is conveying information to a large audience. It is more sender-focused than
intrapersonal and interpersonal forms of communication.
a. Speaker – Audience Communication is talking to a large number of people who are gathered
for some occasion. The speaker centers the communication event on the audience. He analyzes the
audience to determine the content, language usage and listener expectations. Effective communication
occurs because the speaker can tailor messages to the needs of the listeners.

b. Mass Communication is the “process whereby media organizations produce and transmit
messages to large publics and the process by which those messages are sought, used, understood, and
influenced by audience” (Littlejohn and Foss, 2011).
B. Models of Communication
The following material is based on the book Communication in the Real World: An Introduction to
Communication Studies published by University of Minnesota Libraries Publishing (2016) and licensed
under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
(https://creativecommons.org/licenses/ by/4.0/). The book discussed three models of communication:
transmission, interaction and transaction.
1. Transmission Model considers communication as a one-directional exchange in which the message
is purposely conveyed by a speaker to a listener (Ellis & McClintock, 1990). This model centers on the
sender and information present in a communication environment. Despite the inclusion of the receiver in
this communication model, this function is regarded merely as target or destination and not a part of a
continuous exchange of meanings. Therefore, communication is considered simply as source and
destination of messages.

2. Interaction Model describes communication as a process in which communicators change roles as

sender and receiver and produce meaning by exchanging messages within their own environment and
experiences (Schramm, 1997). Rather than illustrating communication as a linear, unidirectional method,
the interaction model incorporates feedback that makes communication significantly collaborative, two-
way method. Feedback is conveyed as a response to received messages. From this standpoint,
communication can be described as producing exchanges of meanings within physical and behavioral
settings.

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 3. Transaction Model explains communication as a way of creating realities based on our social,
relational and cultural backgrounds. This model shows that communication is not a mere exchange of
experiences. It rather shows that we intend to build relationships, create intercultural understanding, form
our self-identity, and interact with others to engender societies. In other words, transactional
communication aims towards creating experiences instead of merely talking about them. It considers
communication as an amalgam of our constant engagements with other people in order to not only
construct experiences but modify them as well.

Social context can be described as the declared rules or undeclared norms that guide communication.
As we get integrated with different communities, we become acquainted with rules and indirectly get along
the norms for sharing experiences. Some common rules that influence social contexts include don’t lie to
people, don’t interrupt people, don’t pass people in line, greet people when they greet you, thank people
when they pay you a compliment, and so on. These rules are often overtly taught to children or students
by their parents or teachers. Rules may be stated over and over, and there may be punishment for not
following them.
Relational context involves our erstwhile socializations and type of association we have forged with
other people. We communicate differently with someone we just met versus someone we’ve known for a
long time. First time encounters with individuals are inclined to be dictated by established rules and norms;
however, once we have a strong relational context, we tend to disregard or alter social norms and rules
more easily.
Cultural context consists of an individual's self-concept and self-perception in relation to nationality,
ethnicity, religion, social class, race, gender and sexual orientation. We have not just one but multiple
identities that influence our communication. Our awareness of these identities adversely impact the way
we interact with others, especially when we feel inferior to other cultures. Similarly, people with identities
that are dominant or in the majority - who think highly of their culture - show more confidence in the way
they communicate with others particularly those that have been historically oppressed and downgraded.

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C. Verbal and Nonverbal Communication
Verbal communication can be defined as the exchange of ideas that occurs through words. This
can be both written and oral.
Nonverbal communication is wordless exchange of information, thoughts, feelings, etc. between or
among individuals. It includes the following types:
(1) Paralanguage (Vocalics) refers to vocal qualities that go along with verbal message, such as
pitch, volume, rate, vocal quality, and verbal fillers (Andersen, 1999).
(2) Action Language (Kinesics) refers to gross bodily movements such as walking and eating. It
consists of (a) gesture, (b) facial expression, (c) eye contact and (d) posture.
(3) Sign Language consists of body movements that are used as substitute for letters, words,
numbers, phrases and even sentences.
(4) Object Language (Objectics) refers to the intentional or unintentional display of material things
such as the clothes you wear, hair style, the decoration of a room, jewelry, implements,
machines, the human body, etc.
(5) Tactile Language (Haptics) is communication by touch such as a kiss or a tap on the back. It
is the most elementary mode of communication and the first experienced by an infant.
(6) Space/Distance (Proxemics) expresses certain types of messages. In America, there are four
primary distance zones: (a) intimate, (b) personal, (c) social and (d) public distance.
(7) Time (Chronemics) refers to man’s use of time in sending certain types of messages. Time as
a form of nonverbal communication can be best explained by the concept of punctuality,
willingness to wait and interactions.
(8) Silence is the lack of audible sound, or the presence of sounds of very low intensity. It can be
best explained by the statement “What is not said is as important as or even more important
than what is said.” Sometimes silence can communicate better than any words.
Combining Verbal and Non-Verbal Cues
Both verbal and nonverbal communications are part of the complete interaction process and, in practice,
are inseparable. A combination of verbal and non-verbal signals is a good style to effectively convey
information, thoughts and feelings. Smiling, laughing, and using a friendly tone of voice while saying, "That
is so funny," lets your listener know that you really do think the situation is funny. However, making the
same statement while using an unfriendly tone of voice accompanied by no smile, clearly lets your listener
know that you do not, in fact, find the situation humorous. Another example that shows successful
integration of verbal and nonverbal communication is using your finger to point to the direction you are
describing.
D. Principles that Guide Understanding of Communication
By StudeerSnel B.V. 2021
1. Communication is schemata-driven. It begins with yourself; you begin with what you have already
stocked in your brain or with what you have already known or understood about the subject matter of the
communicative act. Transmitted messages become understandable or meaningful because of your
background knowledge about the messages.

2. Communication is an interpretive act. The only person who knows the exact or full meaning of the
message transmitted is the sender or speaker. Being the creator or source of the ideas, he has the absolute
knowledge about his message. It was called interpretive act because the role of the receiver or the listener
is just to interpret, infer, or guess the meaning of things appealing to his sense of hearing.

3. Communication does not guarantee a direct or automatic link between two minds. This form of
knowledge becomes meaningful only to others when you initiate communication with them.

4. Communication is active, powerful, or forceful. Communication is said to be active because

messages have varied effects on all participants in any communicative event. It engages speakers and
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listeners inaction of giving and receiving information. Communication is powerful and forceful for it elicits
different meanings or reactions; these messages are prone to changes. Subjected to the changeable and
continued existence of the world, communication is dynamic (a process or system characterized by
constant change) as life that goes on and on like a river. nothing remains permanent or fixed in the world
of communication.

5. Communication is symbolic. Symbols, signs, or marks like letters, words, sentences, graphs,
pictures, and other concrete objects representor stand for ideas that you intend to convey verbally. For
non-verbal communication, you resort bodily actions (gestures, eye movements, posture, facial
expressions) voice quality, space and time elements to stand for the ideas you want to express.

6. Communication always results in something. It refers to two or more persons participate in any
communicative act. The first expresses or sends a message; the second responds or reacts to the
message.

7. Communication is irreversible. You are free to talk to about anything under the sun. but once you
utter something, the things you have said remain as it is susceptible to different interpretations or
meanings.

8. Communication is contextual. An exchange of views, ideas, or feelings doesn't only involve the sender
and receiver, but also other aspects of the communication setting like type, place, topic, occasion, purpose,
and manner of communication.

9. Communication is developmental or progressive. To communicate ideas to go through the different

stages of language learning that begins from birth to elementary, high school and college levels. it is not a
one-time learning towards communicative competence.

10. Communication is a process. Several stages of communication take place when people exchange
or share ideas with one another. Each stage involves elements with different functions.

11. Communication is ethical. Any communication event is expected to apply rules, moral values, and
beliefs agreed upon by societal members. Guided by these standards determined by the cultural group
you belong to, your community communication becomes ethical, good or desirable.

12. Communication is influenced by media and technology. Now, you are in the era of knowledge
explosion or modern technology. This period is characterized by an instant global exchange of knowledge,
services and technology. using modern electronic communication devices, an exchange of ideas occurs
just in seconds or minutes regardless of the distance between or among the participants. With the speedy
turn out of varied modern media and devices of communication like the e-mail, cellphone, webcam, internet
and other computer-run gadgets find interaction with anyone in any corner of the world easily and quickly.

ETHICS IN COMMUNICATION
Key Principles of Ethical Communication
By Jackielou E. Cansancio
Understanding the importance of communication can bring you great benefits in terms of your personal,
academic, professional and civic life. Increasing your knowledge about communication can result in
satisfying your needs. You can learn communication. Rules and norms can influence the way you
communicate. Because communication has ethical implications, it is imperative to adhere to the standards
of ethical communication.

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Ethical Communication
Etymologically, the word ethics comes from the Greek term ethos which can pertain to customs and
habits. As a branch of knowledge, ethics deals with a structure of moral principles. Ethics guides an
individual’s behavior – his words and actions – and the way he or she communicates with others.
Ethics is defined as a code of moral standards of conduct for what is “good” and “right” as opposed to
what is “bad” and “wrong”. It deals with values with 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 is ethical when it is utilized to enhance the way people interact with one another to
improve society’s moral life. On the other hand, communication is unethical when it is used to damage
human relations or encourage societal decadence. Some common examples of unethical communication
are inappropriate jokes, coercive, threatening and intimidating statements, misleading words, lying,
meddling with something overheard, telephone tapping, betraying or backstabbing somebody, and
spreading fake news.
Communication ethics varies by culture and context and involves the negotiation of and reflection on
our actions regarding what we think is right and wrong or good and bad.

Principles of Ethical Communication

By Aaron Mandelbaum October 23, 2020

There is a myriad of core principles associated with ethical communication, starting with the core value of
honesty that all other values are connected to. However, it can be said that there is a value underlying
honesty (with regard to ethical communication) and that is emotional intelligence/empathy as the
precursor of all soft skills, which allows all personnel to be understood, and to effectively communicate
with others. Emotional intelligence, within the framework of ethical communication, allows one to
understand the needs of others, and meet those needs in the most efficient manner possible as if you were
in their shoes.

1. Be truthful and honest.

Being honest means communicating what is known to be true (only 100 percent the facts) to a listener,
with no intent to deceive or present only parts of the truth. It also means being as objective as possible,
that is, not tailoring the story based on what the speaker wants the listener to believe. Letting the listener
take the data that is objectively presented and believe what they choose to believe is a core goal of ethical
communication. Ethical communication should be based on accurate information and facts – in a word, do
not lie.

2. Use active listening.

Hearing someone and listening to them are two different things. In order for ethical communication to be
effective, it is necessary for the recipient to pro-actively listen to the speaker, and to not just hear what they
want to hear, or to hear only parts of the conversation. This also means asking questions when any point
is not completely understood, for the sake of clarification.

3. Speak non-judgmentally.
Ethically and concisely communicating means speaking in a non-judgmental manner with every recipient,
negating unnecessary conflict, which typically creates a breakdown in communication and causes
misunderstandings. Unnecessary conflict is never good for any business, and such conflicts usually result
from unethical communications, with judgmental, accusatory, and overly-critical comments often being the
catalyst for such breakdowns in communication.

4. Speak from your own experience.

Bringing your personal experience into a dialogue with listeners is important, providing backup for your
arguments with something more tangible. Such a communication method (experiential communication)
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paints a complete picture for your audience and helps to prove your points so that the listeners have a
better understanding of what is being said.

5. Consider the receiver’s preferred communication channel.

You risk losing an audience if you use a communication channel that is not preferred by your intended
receiver. To effectively communicate with your listeners, use the most preferred communication channel,
whether that be face-to-face, email, conference call, phone call, messenger app, etc. Also, when
presenting data to an audience, be aware of the preferred method of presentation whether it be graphs,
slides, PowerPoint presentations, etc. Additionally, since body language is very important, it is often
preferred to meet face-to-face.

6. Strive to understand.
While it is important to be proactive in listening, it is important for listeners to also strive to fully understand
what is being said before responding. While asking for clarification or confirmation of a point is fine, many
times questions that listeners pose have already been answered. Listeners should think about what has
been said before constructing a reply. Reading “in between the lines” is also an important skill that allows
for understanding what isn’t said, but was implicitly said or implied.

7. Avoid a negative tone.

Ethically communicating assumes the speaker will avoid rudeness, be polite and professional, and have
tact. The ethical communicator knows that it’s not only important what you say, but how you say it. Tone
is one of the most critical facets of communication. A listener may miss the meaning altogether if the tone
is wrong, which can lead to unnecessary confrontations that decrease communication effectiveness.

Controlling one’s tone goes along with self-control, a soft skill that allows one to know how they wish to
reply to a terse message (for instance) versus the most effective manner for replying. Essentially, keeping
the tone positive or neutral is best, as the tone of a written message – or of one’s voice – is always picked
up by the receiver, and can alter how the message is received and/or understood.

Additionally, while it is acceptable to be honest and open, tact – and professional maturity – means knowing
when it is inappropriate to speak up, and when it is crucial to. Tact also means knowing that being
completely honest does not equate with being rude or negative – it is possible to be completely honest and
open with one’s thoughts and feelings while still remaining polite and respectful.

8. Do not interrupt others.

Allowing others to speak is important for the creation of a civil, effective working environment. Interrupting
others results in misunderstandings and unnecessary conflicts and a breakdown in communications, which
only hinders progress and creates problems. Interrupting others not only shows a lack of respect, but does
not allow the listener to fully grasp what is being said, which often results in incorrect assumptions being
made.

9. Respect privacy and confidentiality.

Most organizations should include a clause in their code of ethics defining what is appropriate when it
comes to honoring client and employee confidentiality and privacy. This can have a wide range of
implications, including minimizing workplace gossip, and mitigating toxic conversations about the private
lives of clients and/or personnel.

10. Accept responsibility.

As noted before, a core tenant within any ethical communication framework is taking responsibility for the
actions that result from one’s words, whether it be good or bad. This includes both short term and long
term consequences of one’s communications. Owning one’s words reinforces the importance of being
conscientious about ethical communication.

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