Principles and Processes of Communication

Module 1 Lesson 1
Principles and Processes of communication
“Write to be understood, Speak to be heard, Read to grow” – Lawrence Clark Powel
In order to communicate an individual must know how to organize his or her thoughts, control emotions, use
words to effectively convey concepts and arguments, and express oneself the best way he or she can (Uychoco
& Santos, 2018).
o Communication needs some skills. They are skills that individuals must learn in order
to free his or her thoughts from his or her mind.
o Communication makes a person interacts with the other individuals in the society.
o Without communication, life is boring and no development happens as time goes by.
o Communication makes a person become powerful.
o It is needed to achieve one’s purpose.
o Communication is essential to every individual to be successful in life. And,
everything that needs to be successful has processes.
Shannon-Weaver’s Model of Communication

The important elements in this communication model are the
sender, encoder, channel, decoder, receiver, and feedback.
Noise is the barrier of communication which can have four
types including physical, physiological, psychological, and
semantic. The source of the information is the sender; then, it
will be transmitted by the encoder which will be converted
into a signal through a channel. The decoder will also convert
the message into signal to the receiver. Feedback in
communication process is emphasized in this model which is
both given by the receiver and the sender.
The Aristotle’s Model of Communication

Aristotle’s communication model has 5 major elements: speaker,
speech, occasion, audience, and effect. It is said that the speaker
must adjust his or her speech according to the occasion and the
audience to reach a desired effect.
Osgood-Schramm Model of Communication

In Osgood-Schramm model, interpreter plays a vital role in
communication process since both encoder and decoder go through
the interpreter. Success of communication is dependent to the
interpreter’s appreciation of the message. The important elements in
this model include the encoder, interpreter, decoder, and message.
Both the speaker and the receiver can be the encoder, interpreter,
and decoder as well.
Berlo’s Model of Communication
In Berlo’s communication model, it is important that
the source and the speaker have common grounds, i.e
communication skills, attitudes, knowledge, social
system, and culture. If same level of understanding is
both acquired by the source and the receiver,
communication will most likely be successful.
Barnlund’s Model of Communication
Barnlund’s Communication model shows how dynamic

communication is. Noise is in every part of communication. The
sender and the receiver have an equal role in communication
process to have a successful communication.
Module 1 Lesson 2
Communication Ethics
A good head and good heart are always a formidable combination. But when you add to that a literate tongue
or pen, then you have something very special. — Nelson Mandela
On Communication
Aristotle coined the terms ethos, pathos, and logos as
important modes of persuasion. Ethos refers to
persuader’s credibility, pathos refers to the emotional
appeal, and logos, refers to logical appeal (Mccormack,
2014).
Ethos- is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement
techniques invoke the superior “character” of a speaker, presenter, writer, or brand.
- Ethos examples aim to convince the audience that the advertiser is reliable and ethical.
Tips on how to be Persuasive:
1. Make eye contact. Make sure that you engage yourself to someone you are talking to not just with words but
with your eyes also. Sincerity is seen through your eyes.
2. Avoid having unnecessary gestures. Gestures can serve as our non-verbal cues that help us deliver what we
want to say that cannot be easily said with words. However, irritating gestures might affect how people look at
you. So, you have to be mindful.
3. Dress appropriately. When you are invited to a speaking engagement, make sure that you know the proper
clothes to wear. Your wardrobe choices can give hint to what kind of person you are. Clothes can make you look
good and confident as well.
4. Don’t be boastful. A person who projects him/herself as a know it all individual to the people he or she is
talking to can give a negative impact towards the communicator. Nobody wants to listen to someone who
believes he or she knows everything. Instead, try to listen and weigh how to communicate effectively.
Pathos- refers to the emotional appeal. Pathos tells you to connect with your audience. It is essential that you
put yourself in the shoes of your audience so that you can understand their own perspectives. Perhaps,
you can read their gestures and observe some cues so that you can give appropriate feedback to what
they are sending you.
- Your listening skills shall be applied in communication to understand better.
Here are the top 10 principles of listening (Information taken from skillsyouneed.com):
1. Stop Talking. Don’t talk, listen.
2. Prepare Yourself to Listen. Relax.
3. Put the Speaker at Ease. Help the speaker to feel free to speak.
4. Remove Distraction. Focus on what is being said.
5. Empathize. Try to understand the other person’s point of view.
6. Be Patient. A pause, even a long pause, does not necessarily mean that the speaker has finished.
To effectively communicate, listening skills are important. Understanding your audience builds connection with
them. It is important that you don’t only communicate to be admired but to inspire and be inspired.
Logos -on the other hand, refers to being logical. When we say logical, it should be rational or shall we say
factual. The information that comes from our mouth should make sense. So, in order to deliver our thoughts
logically, we present our ideas clearly and reasonably. We can also follow a structure in presenting our
ideas. Our ideas should be based on factual data and the statements should be coherent.
- Logos is also called “the logical appeal,” logos examples in advertisement include the citation of statistics,
facts, charts, and graphs.
Communication Ethics is important to practice the morals of individuals to obtain peaceful, truthful, and
righteous communication process.
Module 2 Lesson 1
Communication Challenges and Ethical Global Communication
Problem Solution
You’re anxious about making a fool of yourself by No matter how intimidating it may feel, speak up during
mispronouncing something or not knowing the words to seminars. We bet you’ve done the work and have
describe what you’re trying to say…so you just keep quiet. something to contribute so don’t let your language worries
stand in your way.
Relationships can be particularly tough when dealing with Quite simply, ask. We know, we know, it means speaking to
faculty, whom you don’t see in social situations in the same people again but if you want to get better at something (like
way you see your peers. speaking a language) practice is a pretty good way to go
about it.
Particularly in written work, students who may be If you feel there’s even the most remote possibility of you
struggling with learning difficulties such as dyslexia go having a learning difficulty you should reach out to the
undiagnosed if they are writing in a language which is university. Whether this be an academic service the
foreign to them university provides or to a trusted professor, there will be
someone on-hand who can help you get tested.
What is Globalization?
⦿ According to Fox and Hundley (2011), globalization connects people and businesses to each other which
lead to the integration in global culture, politics, and economy.
⦿ Due to globalization, developments of many countries are fast moving.
⦿ It also provides opportunity for people to travel easily and explore most part of the world in one lifetime.
⦿ Various opportunities for work and advancement have been made provided because of this phenomenon.
⦿ Technology plays vital role in globalization. People can negotiate easily due to the advancement of
technology.
The benefits of globalization (Hamdi, 2013):

1. It creates opportunities to experience economic growth for many countries;
2. Developed countries could invest to developing countries which create job opportunities to the poor;
3. Developed and developing countries build stronger relationship for each other’s benefit;
4. Goods and people are transported easier and faster which increase free trade and decrease possibility
of war between countries;
5. Education and health systems have been developed in the developing countries;
6. It provides opportunities for people to see the happenings in the world; and,
7. Cultures have been imitated and followed by others.
Negative Effect of Globalization- Globalization has negative effects as well.

⦿ Globalization results environment deteriorations.
⦿ Globalization creates instability in commercial and financial markets.

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Module 1 Lesson 1

Principles and Processes of communication

“Write to be understood, Speak to be heard, Read to grow” – Lawrence Clark Powel

Shannon-Weaver’s Model of Communication

The Aristotle’s Model of Communication

Osgood-Schramm Model of Communication

Barnlund’s Model of Communication

Barnlund’s Communication model shows how dynamic

The benefits of globalization (Hamdi, 2013):

Negative Effect of Globalization- Globalization has negative effects as well.

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