Module 1

Communication
Processes,
Principles, and
Ethics

This module tackles the description of the nature,

elements, and functions of verbal and non-verbal
communications in various multicultural contexts. This will
explain how cultural and global issues affect communication.
Along with these, you would be able to appreciate the
impact of communication on society and the world. Herewith
is a worksheet for your output. Please answer them honestly
and with integrity.

Prepared by:
Turner Evon F. De Torres
 The Semantics of Communication

Communication: Views and Perspectives

It is a reality that people live within the realm of interaction and communication. These
phenomena make life meaningful and define the very essence of humanness. In fact,
communication was taking place among the Trinity even before the Creator said, “Let
there be light.” And within a week of saying that, He had made a being who, having been
created in His likeness, likewise communicated (Slater, n.d., p.1). However, mankind does
not expect to perfectly realize understanding and meaning negotiation. Why? It is
because communication is not perfect.

In the midst of technological revolution and globalization, it is important to impart to

everyone the true semantics of communication. It has to be emphasized that the
meaning of communication is not just confined within models and cycles. It has to be
defined from a purposive and experiential perspective to further understand its meaning
and not limit it to encoding-decoding process.

So, what is communication?

1. From a linear perspective: Communication is the process or act of transmitting a
message from a sender to a receiver , through a channel and with the interference
of noise (De Vito, 1986 in Slater, n.d., p. 1).
2. From an interactive perspective: Comunication is the activity of conveying
information through the exchange of thoughts, messages, or information, as by
speech, visuals, signals, writing, or behavior (Velentzas & Broni, n.d., p.117).
3. From an etymological perspective: The word communication is derived from the
Latin word, communis, which means common. The definition underscores the fact
that unless a common understanding results from the exchange of information,
there is no communication (Lunenberg, 2010. pp. 1-2).
4. From a symbolic perspective: Communication uses symbols to represent things,
processes, ideas, or events. These symbols are arbitrary constructions that represent
a communicator’s thought (Adler & Rodman, 2006).
5. From a pragmatic perspective: Pragmatics defines communication as any sign-
mediated interaction that follows combinatorial, context-specific and content
coherent rules (Velentzas & Broni, n.d., p 117).

Elements of Communication

Source Transmitter Channel Receiver Destination

Perceived Message
Message Signal Signal

Shannon – Weaver model of Noise

Communication
The illustration above shows the linear process of communication and its elements.

1. Sender. The sender is the origin of message who encodes feelings, ideas, thoughts,
and emotions into some form of message. The process begins with a specific
intention or purpose from the sender. This is called the speaker’s intention.

2. Receiver. The receiver hears or listens to whatever kind of message is delivered by

the sender. The receiver's decoding process to interpret a message depends on
various physical, psychological, physiological, mental, contextual, and cultural
factors. This is because "all individuals are unique who have inherited certain
characteristics and developed others as a result of their families, friends, and
education" (McGraw-Hill, 2014, p. 9).

3. Message. Verbal and non-verbal messages are considered the substance of any
communication flow. Messages establish connections or links among the
communicative interlocutors. Messages are constructed verbally, non-verbally,
through semiotics, textually, and visually. Verbal messages use words by the sender
for the speech, while non-verbal messages are paralinguistic features (movements,
gestures, facial expressions, and vocal variations) that may support or contradict
spoken messages. On the other hand, semiotic, textual, and visual messages are
formed through symbols, signs, pictures, characters, videos, and texts that provide
specific or non- specific meanings from the communicator's thoughts.

4. Channel. Encoded messages are sent by a medium, the means of sending

information. Sound waves carry the sender's voice when a message is delivered
orally. If messages are technologically sent, "especially to a large number of
people, e.g. newspapers that carry printed word and radio that conveys sound of
music and news it is called mass media (Baran, 2017, p.5). Common mass media
used are radio, television, books, magazines, newspapers, movies, sound
recordings, cell phones, and computer networks. Other forms of communication
media are posters, billboards, traffic signs, ads, and visual arts.

5. Noise. Another element of the communication process is noise-anything that

blocks, or interferes for communication to be successful. Noise can be physical
(headache or illness), mental (daydreaming), auditory (vehicles honking their
horn), psychological (depressed or stressed), or even visual (sunlight in your eyes).
These are considered barriers that can affect an individuals' communicative
interaction.

Communication Theories and Models

Communication as a phenomenon can be further understood if there are theories that

would allow people to explain how and why events occur differently in any
communicative settings. West and Turner (2007) define a theory as an abstract system of
concepts with indications of the relationships among these concepts that help
understand a phenomenon." From here, Emile's understanding of Irene's Silence and why,
even for almost 60 years of marriage, there are still evidences of misunderstandings, can
be explored on a theory that provides a general pattern or discussion.
A number of communication theories have been discussed and presented to the
academe to further enlighten scholars on communication. Some of these theories are the
following from West and Turner's (2007) Introducing Communication Theory: Analysis and
Application.

1. Symbolic Interaction Theory. This focuses on self and its relationship to society. It
thematically refers to the significance of meanings for human psyche, the
introspective self-concept, and the interaction of a person and his or her society.

2. Uncertainty Reduction Theory. Proponents of this theory believe that uncertainties

occur among strangers in an interpersonal setting and interpersonal
communication is the primordial way of reducing these uncertainties.

3. Organizational Culture Theory. Organizational values are better understood if its

members develop a sense of organizational reality. Culture plays a significant role
for it varies across organizations.

4. Uses and Gratification Theory. This theory examines the level of consumers need for
gratification to media use and the results and effects of that increased or
decreased involvement.

5. Cultural Studies. These refer to the belief in the fundamental precept that "culture
pervades and invades all facets of human behavior." This means that people from
part of a "power strata media dominance over subordinate groups.

6. Face Negotiation Theory. Conflicts arise in an interpersonal interaction if individuals

fail to manage self-identity, face, self-image and culture. It is important to
negotiate on these factors in order to avoid face-threatening acts (FTAs).

These theories somehow lay foundation n understanding communication in a deeper

sense, not just as a phenomenon, but also as a process. For example, in an interpersonal
communication, Schramm and Osgood (1954 in Baran, 2017, p.4) developed a graphic
way to represent the reciprocal nature of communication where the encoding-message-
decoding cycle is involved.

Message
Decoder
Encoder
Interpreter
Interpreter
Encoder
Decoder
Message

Osgood and Schramm’s Model of

Communication

The transaction model of communication by Barnlund (1957 in West & Turner, 2007)
emphasizes the continuous flow of communicative interaction through sending and
receiving messages among the communicative participants. Here, there is a sense of
cooperation in the interaction to sustain an interactive reciprocity of exchanging
messages.
Barlund’s Transactional Model

Noise Noise Noise

Message Message

 Culture Sending Cannel

 Culture
 Values  Values
 Encoding  Encoding
 Decoding  Decoding
 Attitudes  Attitudes
 Knowledge Sending Cannel  Knowledge
 Feelings  Feelings
 Gender  Gender
 Occupation  Occupation

Communicator Context Recipient

Functions of Communication

1. P-URPOSE. Communication begins with a purpose of explaining why a talk or

conversation is initiated. It would always depend on what people have in mind,
the place, or what the situation is.

2. U-NDERSTANDING. The heart of communication is understanding. Conflicts will not

arise if a particular message is comprehensible and clearly understood.

3. R-EACTION. It is normal to react to what is seen, heard, felt or thought. Reactions

can be both verbal and non-verbal.

4. P-ARTICIPATION. Communication is a manifestation of people's participation to

various dialogues, discussions, and talks. It is a way to show judgments and critical
thoughts on various issues and topics.

5. O-PINIONS. A manifestation of criticality is to verbalize thinking or opinion on certain

topics from various fields.

6. S-YMPATHY. To communicate means to care. It is an expression of showing support

for something and being sorry for someone's trouble, grief, or misfortune.

7. E-DUCATION. Learning is achieved through communication. Classroom discussions,

symposia, trainings, mass media, etc. are various forms of communication through
which new things and ideas are discovered.
 Communication is the key to
humanness. People
communicate because there
is always a PURPOSE in
doing it.

Non-Verbal Communication

The delivery of message through non-word messages is the process of non-verbal

communication. According to Velentzas and Bonin (n.d., p.121), forms of non-verbal
communication are “chronemics, haptics, gesture, body language or posture, facial
expression and eye contact, object communication such as clothing, hairstyles,
architecture, symbols, infographics, road signs, traffic lights, and tone of voice.” Print
and non-print ads are also forms of non-verbal communication. On the other hand,
intrapersonal communication is a form of non-verbal communication that includes
self-talk, praying, introspection, act of imagination, schematizing, and memory recall.

Communication Ethics
In any form of human communication, individuals or groups have similar or opposite views
and behaviors which are governed by their respective moral principles. This reality
generally affects how people communicate in general to whatever form of
communication in various contexts and settings. Thus, it is important to know and
understand fundamental principles on ethical communication. The following are ethical
factors significant in the discussion of communication ethics.

1. Building an information network. One of the goals of communication is to establish

an array of communication networks where there is an open access to various
information shared by all participants within a communicative entity. However, not
all information should be shared or disseminated especially if it is fake or of high
confidentiality. Credibility and trustworthiness are built which makes a speaker
communicatively ethical.

2. Engaging and participating. It is a responsibility to be actively involved in various

discussions, employ critical listening, and speak out what is in the mind. This is to
avoid monopoly of talking and give way to a number of choices, possibilities, and
alternatives.

3. Speaking with a heart. Relationship is one of the keys to effective communication.

To establish it, one must build a sense of sincerity and commitment every time
he/she talks to someone. Choose the right word that may not offend or humiliate
a person. Being responsible and careful with what is being said is ethically moral.

4. Condemning discrimination. Avoid any kind of communication that leads to

distortion, intolerance, intimidation, stereotyping, hatred, coercion, and violence.
Instead, commit to communication that promotes personal conviction by being
fair and just.
 5. Respecting and understanding each other. Before judging and evaluating a view
or a perspective, learn first to respect and understand the content of what is said.
This opens a diversity of perspective and tolerance which is fundamental to human
interaction.

Cultural Imperialism

Cultural imperialism is the imposition or extension of cultural influence of a dominating

nation over less powerful societies. It is perceived to be a “cultural legacy of colonialism
and is attributed to Western hegemony” (Said, 1994 in Drysen, 2016, p. 1). From a post-
colonial perspective, it creates a notion of dichotomy between the oriental and the
occidental culture, seeing the East as inferior and the West as superior (Said, 1994 in
Drysen, 2016). I other words, Western culture dominates the global community, while
Eastern culture tries to preserve its own and adjust to the modern world system shaped
and overpowered by the West.

In communication, cultural imperialism is seen on various perspectives. One is McPhil's

(2014 in Drysen, 2016 p. 3) electronic colonialism. Less powerful societies continuously
adapt to the importation of hardware, software, and other forms of communication
technologies produced and developed by first world countries to improve their own mass
media and communication networks. This somehow leads to alterations of domestic
cultures brought by exo-cultural norms and values of the West. With this technological
breakthrough is the rise of English as the lingua franca of global communication. It has
become the language of globalization and has spread cultural perspectives
(American/English) through new media and technological advancements (Drysen, 2016
p. 3) This has even led some in taking English Language tests (TELTS, TOEIC, TOEFL etc.)
that set criteria and standards on English language proficiency for global mobility and
work opportunity. In some cases, language loyalty is lost, embracing the new Western
identity and totally choosing and using the new spoken language of the West.

To still realize the identity from the high influence of global English, a "new English has
emerged which in some way is a form of linguistic hybridity (English and the native
tongue) and cultural preservation. This has contributed to the rise of Asian Englishes one
of which is called Philippine English. This is a localized form of English that "describes the
'sociolinguistic realities' underpinning distinct varieties, in terms of their sociolinguistic
histories, as well as a description of the status and functions of English within outer-circle
Asian communities, not least in relation to local hierarchies of language (Bolton, 2008 p.8).
From here, various issues arise such as "what the standard English is" and the "questions on
language proficiency.
 Think and Ponder!

Directions: Write a reflective essay re: importance of communication

ethics. Select one ethical factor and connect on how it is relevant in
relation to classroom learning and communication. Essay should be no
more than 300 words so wisely utilize your sentences in proving your point.

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