Republic of the Philippines

UNIVERSITY OF EASTERN PHILIPPINES

University Town, Northern Samar
Web: uep.edu.ph; Email:[email protected]

MODULE 1
COMMUNICATION PROCESSES, PRINCIPLES, AND ETHICS

Welcome to the first module of Purposive Communication. As this is the first lesson in this
subject, we will discuss about Communication and its processes, principles, and ethics. We will
discuss these topics so that we can get a better picture of what communication is and how it
works. It is important for us to gain better understanding of communication as it is integral to
become a better communicator not only inside the classroom but also in real life as members of
the community as you encounter situations that will need you to do so. I am hoping that you will
learn and enjoy this lesson as this module takes you to a fresh insight about communication
processes, principles, and ethics.

Learning Outcomes:
After studying this module, the students should be able to:
1. give the meaning of communication and explain why it is a complicated process;
2. recall the elements of communication and identify them in different texts;
3. name and interpret the principles of communication; and,
4. discuss the ethical issues in communication.
Definition of Communication
There are many definitions of the word communication in
several texts. The word itself provides a clue to what it is - commun
implies “something in common” and ication suggests “understanding,”
so communication hints at the meaning “a common understand of
something” (Chase & Shamo, 2013, p. 6).
For our subject, as we approach with out purposes in the next
lessons, we will settle with this definition: Communication is the
process of creating and sharing meaning by using verbal and
nonverbal symbols in varied contexts. In order to have an
effective communication in certain contexts, the verbal and the
nonverbal symbols must be understood by the communicators.

The Process of Communication

There are some situations where some misunderstandings occur when communication takes
place, one of the possible reasons why is the difficulty in pinpointing where or with whom a
particular communication ha been taking place. For us to have an effective communication,
understanding its process will help in further finding out the details and know whether the
meanings were comprehended by everyone.
1. Source. The sender of the message. To be a good sender, you have to know exactly what
information you want to communicate, why you have chosen that particular information, and
what result you expect from communicating it.
2. Message. This is the information you want to convey. The details of this message should be
clear.
3. Encoding. It is the process of converting your ideas into verbal or nonverbal symbols.
4. Channel. This is the manner in which your message is conveyed. It can be done through face-
to-face conversation, telephone call, or written communication.
5. Decoding. This is the receiver’s mental processing of your message into the meaning
suggested by the verbal/nonverbal symbols the sender has used.
6. Receiver. The person or group of people who will get the sender’s message.
7. Feedback. The receiver’s response to your message. This will determine whether the
communication was done effectively or not.
8. Context. The situation in which the communication takes place. It includes (a) the
environment - the location, time of day, etc.; (b) the relationship of the communicators; (c) the
respective cultural background and experiences; and (d) the topic of the communication.

Here is an example of a communication process:

Source: You are hungry and you need to take your lunch before your afternoon class. You decide to go to a
karinderia and order something that will make you full. You decide for a chicken curry and rice with a cold
soda.
Message: You order chicken curry and rice with a cold soda, exactly like the one you want to order.
Encoding: You told the cashier you have ordered using words, actions, and gestures that the they will
understand.
 Channel: To order your food, you use face-to-face communication. (In some fast food chains, you can now
convey your orders through telephone calls.)
Receiver: The karinderia’s cashier or cook who manages the eatery.
Feedback: If you are given the chicken curry, rice, and cold soda exactly the way you want them, your
communication with the cashier is a success.
Context: Karinderia’s may not sell something that can be seen in fast food chains like cheeseburger, milk
teas, etc., and that is why you should know that they don’t have this kind of food when you’re about to order.
Another example is the temperature getting warmer because it is noon time and that is why you decided on
something that will quench your thirst, like a cold soda.

To have a better understanding of the process and to know how miscommunication may
happen, go to https://youtube.com/watch?v=gCfzeONu3Mo for Katherine Hampsten’s video clip
(TED-ED, 2016).

Activity 1.1: Give another example of a situation or a conversation where a communication

process takes place. Make sure that you identify the parts and steps of communication in the
conversation.
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The Elements of Communication

These elements are the ones named by Lasswell (1948) based on his experiences (as cited in
Public Health Action Support Team [PHAST], 2017).
1. Sender
2. Message
3. Channel
4. Receiver
5. Effect

Key Principles of Communication

The principles are based on the real-life functioning of interpersonal communication (King,
2000).
1. Interpersonal communication is inescapable. It is impossible for humans to not
communicate. In one way or another, they will say or do something that will convey an idea or
information to other people. The attempt to not wanting communicate already says something
about you. Since verbal and nonverbal symbols are still present as long as we are alive,
communication will always happen.
2. Interpersonal communication is irreversible. One of the most tricky thing about
communication is that you can never take back what you have just said or done. Even when you
say that you did not mean what just happened, the effect will remain. Words are powerful; they
can either heal or harm others and that is why we must be responsible and think more before
doing or saying something.
3. Interpersonal communication is complicated. Whenever you communicate with
anyone, you simultaneously interpret both his verbal and nonverbal language, and that is often
both confounding and demanding. Words do complicate things in some situations because they
are usually used in the same way intended, and no two people use the same word exactly alike.
Nonverbal symbols add complexity to these interpretations as they are mostly relational besides
being both culture, and they are also sometimes gender-bound.
4. Interpersonal communication is contextual. Communication is affected by several
factors, and it does not happen in isolation. There are things that need to be considered, such as
the onesgiven below (King, 2000).
a. Psychological context, which is who you are, and what you as sender or receiver bring to the
interaction.
b. Relational context, which concerns your reactions to the other person based on
relationships.
c. Situational context, which deals with the psycho-social “where” you are communicating.
(Example: An interaction that takes place in a classroom, which is quite formal, will be
different from one takes place in a bar, which is very informal - where communicators do
not need to be guarded in their speech.)
d. Environmental context, which has to do with the physical “where” you are communicating.
e. Cultural context, which includes all the learned behaviors and rules that affect the
interaction. For instance, bodily movement, facial expression, gesture, distance and eye
contact vary in different cultures.

Difference Between Morals and Ethics

In communication, our goal is to not only make ourselves understandable when interacting
with other people, but we also need to consider our behavior or discipline when doing or saying
something to achieve mutual understanding. We ensure these certain disciplines among us by
understanding morals and ethics. We must remember that morals are personal codes and ethics
are societal. Morals are our own set of rules, so others are neither expected nor required to follow
them. Ethics, on the other hand, are rules accepted and approved by society, so they are imposed
upon everyone.

Illustration 1.1 Morals: Good (ethical) or bad (unethical)?

1. Since many classmates of John don’t see anything wrong with cheating on tests, he cheats
too.
2. A boy who did not know how to swim died because he saved his friend from drowning.
3. Mary reported to the librarian that Luz tore some pages of a library book even if Luz was her
friend.
4. To feed his hungry baby sister, Larry stole a can of milk from the store.
5. Upon knowing that the cashier gave her too much change, Julie left the store in a hurry.
 Activity 1.2
The behaviors in Illustration 1.1 adhere to some people’s moral standards. Which of them are
ethical? Which are unethical? Why do you say so?

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Ethics in Communication
Deirdre D. Johnston (1994) pointed out ten ethics in communication that you should bear in
mind to avoid being labeled “unethical” (as cited in Chase & Shamo, 2013, pp. 140-141).
1. Mutuality. Pay attention to the needs of others, as well as yours.
2. Individual dignity. Do not cause another person embarrassment or a loss of dignity.
3. Accuracy. Ensure that others have accurate information. Tell them everything they have a
right and need to know, not just what is true.
4. Access to information. Never bolster the impact of your communication by preventing
people from communicating with one another or by hindering access to the supporting
information.
5. Accountability. Be responsible and accountable for the consequences of your
relationships and communication.
6. Audience. As audience or receiver of the information, you also have ethical
responsibilities. The sender and the receiver of the message are both responsible in ensuring
the message to be understood, and that, of course, ethics are followed.
7. Relative truth. As either sender or receiver of information, remember that your own point
of view may not be share by others and that your conclusions are relative to your perspective,
so allow others to respectfully disagree or see it differently.
8. Ends vs. means. Be sure that the goal of your communication and the means of getting to
that end are BOTH ethical although no rule can be applied without reservation to ANY
situation.
9. Use of power. In situations where you have more power than others, you also have more
responsibilities for the outcome.
10. Rights vs. responsibilities. Balance your rights against your responsibilities even if you
live in a wonderful society where your rights are protected by law; not everything you have a
right to do is ethical.
 Activity 1.3
Using Johnston’s ten ethics as guide, suggest ways to correct the unethical behaviors shown in
the Illustration 1.1

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FEEDBACK TIME
Tell us what you think about Lesson 1 and Module 1. Do you have questions or comments that
you want to share with the class? We can discuss them further.

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REMEMBER!
 Communication is the process of creating and sharing meaning by using verbal and nonverbal
symbols in varied contexts.
 Effective communication happens when both verbal and nonverbal symbols are understood in
much the same way by both involved in the interaction.
 To achieve effective communication, one must understand the communication process that
involves eight parts and steps - (a) source, (b) message, (c) encoding, (d) channel, (e) decoding,
(f) receiver, (g) feedback, and (h) context.
 The five elements of communication are the [a] sender (the source), [b] message (the idea being
communicated), [c] channel (through what the message is relayed), [d] receiver (to whom it is
directed), and [e] effect (the desired result of the communication).
 There are key principles in communication showing that there are factors and instances that are
bound to happen once the interaction has been done.
 While morals is the set of one’s rule that can be required to not follow and ethics is the set of rules
that are approved by the society, these code of conducts are essential in ensuring discipline to everyone
especially in communication.
 D.D. Johnston pointed out ten ethics in communication that should bear in mind to avoid being
“unethical” when communicating or interacting with others.

References:
Padilla, M.M., Dagdag, L.A., & Roxas, F.R. (2018). Communicate and Connect! Purposive Communication.
Potrero, Malabon City: Mutya Publishing House Inc.
Kind, D. (2000). Four principles of interpersonal communication. Retrieved from http://www.
pstcc.Edu/facstaff/dking/interpr.htm