1 Module 1 – Introduction To Communication

2 Module 1 – Introduction To Communication

In pursuance of the above-stated mission, the objectives of the Bachelor of Science in Business
Education are as follows:

1. Articulate and discuss the latest developments in the specific field of practice.
2. Effectively communicate orally and in writing using both English and Filipino
3. Work effectively and independently in multi-disciplinary and multi-cultural teams.
4. Act in recognition of professional, social, and ethical responsibility.
5. Preserve and promote & quot; Filipino historical and cultural heritage & quot;.
6. Perform the basic functions of management such as planning, organizing, staffing,
directing and
7. controlling.
8. Apply the basic concepts that underlie each of the functional areas of business (marketing,
finance, human
9. resource management, production and operations management, information technology,
and strategic
10. management) and employ these concepts in various business situations.
11. Select decision-makings making tools to critically, analytically and creatively solve
problems and drive
12. results.
13. Express oneself clearly and communicate effectively with stakeholders both in oral and
written forms.
14. Apply information and communication technology (ICT) skills as required by the business
environment.
15. Work effectively with other stakeholders and manage conflict in the workplace.
16. Prepare operational plans.
17. Demonstrate corporate citizenship and social responsibility.
18. Exercise high personal moral and ethical standards.
19. Analyze the business environment for strategic direction.
20. To participate in various types of employment, development activities, and public
discourse, particularly in response to the needs of the communities one serves.

GE 1 PURPOSIVE COMMUNICATION

Purposive Communication is a three-unit course that develops students’ communicative

competence and enhances their cultural and intercultural awareness through multi-modal tasks
that provide them opportunities for communicating effectively and appropriately to a multicultural
audience in a local or global context. It equips students with tools for critical evaluation of a variety
of texts and focuses on the power of language and the impact of images to emphasize the
importance of conveying messages responsibly. The knowledge, skills, and insights that students
gain from this course may be used in their other academic endeavors, their chosen disciplines,
and their future careers as they compose and produce relevant oral, written, audio-visual and/or
web-based output for various purposes.
3 Module 1 – Introduction To Communication

Module 1
INTRODUCTION TO COMMUNICATION

The term "communication" is rooted in the Latin phrase "communis," which

means "common". In humankind, communication has become crucial for sharing information,
exchanging ideas, and expression of thoughts. It also creates an environment for people in society
to come together in decision-making, establishing healthy connections and genuine respect for
one another. Nevertheless, it is well understood that communication plays an important part in
conveying a message to some other individual, but how does communication take place?

This module is divided into 4 lessons, namely:

Lesson 1: The Basics of Communication

Lesson 2: Communication in Multicultural Setting
Lesson 3: Communication through Verbal and Nonverbal Messages
Lesson 4: Communication and Globalization

Lesson 1
THE BASICS OF COMMUNICATION

In this lesson, you are expected to:

1. describe the characteristics of communication;
2. discuss the communication process and its components using various models;
3. explore communication concepts and their ethical aspects; and
4. study how communication works in different texts and settings.

Instruction: Write T on the blank is the statement is TRUE and F if it is FALSE.

______1. Noise affects the communication process.

______2. A competent communicator knows how to overcome the barriers to communication.

______3. Feedback can be verbal and non-verbal.

______4. People communicate to meet their needs.

______5. Without the message, there is no point in communicating.

______6. Context is a crucial component of communication.

______7. Communication may not be possible in some situations.

______8. The message is the key idea that the sender wants to communicate.

______9. In order to be a good source, one has to deliver a clear message to his/her receiver.
4 Module 1 – Introduction To Communication

______10. Communication is unintentional.

Process Principles

Elements Ethics
COMMUNICATION

This lesson map identify ways to appreciate communication by learning what makes up
communication.

Reflective Thinking
Instructions: Write your personal response or stand with the statement below.

“What we do in life is determined by how we communicate. In modern world, the quality of life is
the quality of communication”
- Tony Robbin
5 Module 1 – Introduction To Communication

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THE BASICS OF COMMUNICATION

Communication entails more than just putting words into thoughts and emotions. It is only
effective when information is communicated without affecting the message's content or context.
Simply explained, communication is the art of developing and communicating ideas for a specific
goal. It takes several forms:

Communication is a human act of sending (verbal or

nonverbal; online or offline ) and receiving of messages where
interpretations are normally constructed in the process.
Communication is a natural activity of people. We are always
engaged in almost sorts of communication. As Watzlawick (1976
in Oyvind, et al., 2011), a communication expert, aptly wrote, “One
cannot not communicate.” Apparently, all human beings are wired
for communication in one’s lifetime. Studying communication
therefore enables us to have a good grasp of this unavoidable
human activity and hopefully makes us good and responsible
participants. By being good participants means that as senders and
receivers of messages, a common understanding is achieved,
resulting in a successful communication.

According to Wood, 2012, there are four key terms that should be defined to fully
understand communication: process, systems, symbols, and meanings.

1. Process- Communication is a two-way process in which the message is conveyed

between two or more people in the form of ideas, thoughts, feelings, and views with the
goal of generating a shared understanding. Communication is a dynamic process that
begins with the sender thinking thoughts and then transmitting the message across a
channel to the receiver, who subsequently provides response in the form of some
message or signal within the time range specified.

2. System- A communication system is a system model that explains the exchange of

information between two stations, transmitter and receiver. A channel transports signals
6 Module 1 – Introduction To Communication

or information from source to destination. It represents a method by which the signal

moves from a source to its destination. To transmit signals in a communication system,
they must first be processed, beginning with signal representation and progressing via
signal shaping, encoding, and modulation. After the broadcast signal has been prepared,
it is routed to the channel's transmission line.

3. Symbols- When you talk or write, the words you use serve as symbols for what you
mean. For example, if you see an EXIT sign over a door, you know you can exit by that
door. When someone asks whether you want a cup of tea, you see a hot beverage given
in a cup or mug, probably with milk and/or sugar added. Individuals who are unable to
utilize words in the traditional sense because they are unable to talk use another symbol
system to convey their message.

4. Meanings- Your message should be understood in the same manner you intended it
to be. However, the message is open to different interpretations. The people who send
you a message expect that you understand it in the same way, but in reality not all
messages you generate are shared to others whom you try to communicate.

In conclusion, communication can be defined as a continuous activity (process) that

operates withing a certain context (system) in which people exchange words, gestures, and other
verbal and non-verbal (symbols) behavior to create and understand information or message
(meaning)

ELEMENTS OF COMMUNICATION

Pearson et. al. (2011) provided comprehensive components of communication which

include people, messages, codes, channels, feedback, encoding, and decoding, and noise or
barrier.

⚫ People - People who are involved in the communication process assume two roles- both
as sources and receivers of the message.

⚫ Message - This is the information that the sender is conveying to the recipient. The
message combines words to communicate meaning, but it is also about how it is
conveyed – through nonverbal clues, structure, grammar, style, and other factors.

⚫ Channel - This is the mode of transmission or delivery of the message. Communication

channels, in a nutshell, are vehicles for conveying a message to its target audience.
Phone conversations, text messages, emails, video, radio, and social media, for
example, are all examples of communication channels.

⚫ Feedback - Feedback in the communication process refers to a reaction from the

receiver that informs the communicator about how the message was received and
whether it needs to be updated. Communication is nothing more than information without
feedback. This makes feedback the most important component of the communication
process since it allows the sender to assess the effectiveness of the message. It assists
the sender in ensuring that the message was appropriately interpreted by the recipient.
7 Module 1 – Introduction To Communication

⚫ Code - a consistent rule for replacing a piece of information, such as a letter, word, or
phrase, with an arbitrarily chosen counterpart. The term has frequently been misapplied
and used interchangeably with cipher, which is a way of changing a message according
to a formula in order to conceal its meaning.

⚫ Encoding and Decoding- is your capacity to read people's body language. It is the
interpretation of hidden emotions, information, and personality from nonverbal
communication. Encoding refers to your ability to communicate signals to other people.

⚫ Noise or barrier- refers to anything that obstructs communication between a speaker

and an audience.

THE COMMUNICATION PROCESS

It is necessary to communicate in order to express oneself. It also meets one's needs. To
advance in one's job, effective communication is required. Effective communication skills can help
you understand others and be understood in your daily life by easing your path and interactions
with others. The communication process can be understood through one of several different
models. Each type of model shows just how messages are sent and received and may consist of
additional factors that impact the communication taking place

1. Linear Model- envisions a one-way process in which one person is the sender,
encoding and delivering the message, and another party is the receiver, receiving and
decoding the data. It relates to how a message, or the content of information being delivered,
is communicated from a sender to a receiver. It is the sort of communication that is one-way
and does not allow for a response to the message. The linear model can be found in everyday
communication, such as television commercials, radio commercials, and print materials.
a. Laswell’s Verbal Model- analyzes communication in terms of five fundamental
questions: "Who Speaks What", "In What Channel", "To Whom", and "With What
Influence". These questions address the most important aspects of the
communication process. describes who is saying something, what channel is being
used to convey the messages, who the message is aimed at, and what effect the
message has. This model is still commonly used in communication sciences and
public relations, making it a classic sender receiver model.

b. Shannon and Weaver’s Model- merely suggests that a message comes from the
person who has the thought or possesses the knowledge. The sender is also known
as the information source or the source of information. It examine how messages are
sent and received using six important concepts: sender, encoder, channel, noise,
decoder, and receiver.

2. Interactive Model - The simplest basic example of the interactive paradigm is a

phone conversation. It comprises of two individuals who are constantly sending and receiving
messages based on previous messages' replies. It is concerned with the exchange of ideas
and communications that occurs both ways, from sender to receiver and vice versa.
8 Module 1 – Introduction To Communication

3. Transactional Model- Communication is defined as a process in which

communicators produce social realities within social, relational, and cultural settings. In this
model, nurses communicate not merely to share messages, but also to build relationships.
Create intercultural alliances.

THE PRINCIPLES OF COMMUNICATION

Effective communication requires a certain level of connection between and among people,
allowing a series of exchanges of thoughts and emotions, eventually leading to mutual
understanding. In order for that to happen, the following principles must be observed.

Clarity. This pertains to both the message and the purpose why the message has to be sent. The
message should be clear by using appropriate language and communication channels, but

equally important is that the reason for sending and receiving the message must be

understood by both sender and receiver.

Conciseness. The message should be as brief as may be required depending on one’s purpose,

especially in most modern contexts in the business and academic fields where time is of the

essence. It should be devoid of trivial details that would hinder communication.

Completeness. Despite its conciseness, the message should still be complete and accurate.
Whenever necessary, background information should be given to provide better context; facts
and observations may also be helpful.

Organization. Effective communication is usually planned in order to ensure the systematic flow
of ideas and transition from one point to another. There are instances, however, when
communication is impromptu, but this should not be an excuse for an organized presentation of
ideas.

Empathy. The sender of the message should be sensitive to the needs and interests of the
receiver. In the case of face-to-face communication, the speaker must always be conscious of
the reaction of the listener and adjust his/her communication strategy accordingly.

Flexibility. Different people have different communication styles, and consequently, different
expectations. Effective communicators know how to adapt to the varying needs and expectations
of their audience, and modify the message or the way the message is sent to avoid
misunderstanding or misinterpretation.

ETHICS IN COMMUNICATION
Ethical communication is effective communication. Only when communication is
authentic, honest, cooperative, and sensitive to one's cultural and social ideas and practices is
right. Communication is deemed unethical if there is an aim to conceal the truth or cause harm to
any organization, group, or individual person. Even if there is no purpose to inflict harm, but
damage to a certain group is unavoidable due to the message or the channel used to broadcast
the message, it is still deemed unethical.

How Past Experience and Prejudice Affect Communication

9 Module 1 – Introduction To Communication

When it comes to communication, most people bring their past experiences with them.
They occasionally pitch in existing material because they have learn in the past that contributing
information improves communication. Sometimes they may not give anything because of a
previous experience in which their input was not considered or valued. People enter a
communicative setting with particular expectations in mind, and they respond or react accordingly.
People's communication patterns are unavoidably influenced by their past experiences. When
their audience enthusiastically responded to their message, the likelihood of them repeating the
same manner is relatively high. Yet, if they were rejected or given bad feedback, it will undoubtedly
influence how they convey the message the next time.
Prejudice, on the other hand, occurs when people draw conclusions from their past
experiences assumptions that the same experience will happen with the same people, given the
same context. Culture or personal preferences might be blamed for prejudices. Not all prejudices
are harmful trait, as a person may believe that all members of a group are intelligent even though
they have never met each of them separately. Yet, it should be stressed that good communicators
should avoid prejudice because it has an impact on the communication process before it even
begins.

Showing commitment and genuine interest

A key component of ethical communication is showing commitment in the communicative
situation. Being committed means giving sufficient time and resources to any discussion or
conversation, and being open about any issue that may arise. Commitment also involves
volunteering important information, even if it puts a person’s own short-term interests at risk, as
long as it is for the benefit of the majority, especially in the long run. Encouraging a communicative
environment of trust can go a long way in promoting ethical communication in any academic or
business setting.

Respecting sociocultural beliefs and practices of others

The concept of globalization is not new, but many people fail to recognize that it is more
than just technology or spanning the world and creating a virtual community. Globalization also
involves altering how people communicate with others, particularly those from diverse
conventions, cultures, and belief systems. This includes all modes of communication, whether
face-to-face, via email, or through various forms of social media.

THINK IT OVER!
Instruction: Read the following questions carefully and answer them concisely.

1. In understanding communication fully, what are the four key terms that need to be
included? What does each term imply in the relation to communication?
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2. Why is ethics in communication important?

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3. What is the true nature of communication?

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In this lesson, you have learned that…

⚫ communication entails more than just putting words into thoughts and emotions. It is only
effective when information is delivered without changing the message's content or context.
Simply put, communication is the art of formulating and communicating ideas for a certain
aim. It can take numerous forms.
⚫ communication can be defined as a continuous activity (process) that operates withing a
certain context (system) in which people exchange words, gestures, and other verbal and
non-verbal (symbols) behavior to create and understand information or message (meaning)
⚫ Effective communication requires a certain level of connection between and among people,
allowing a series of exchanges of thoughts and emotions, eventually leading to mutual
understanding. In order for that to happen, the following principles must be observed.
⚫ Ethical communication is effective communication. Only when communication is authentic,
honest, cooperative, and sensitive to one's cultural and social ideas and practices is right.

• Purposive Communication/Roger S. Ambida, Josephine P. Galicha, and Richard L.

Quandasan-Quezon City: C & E Publishing, Inc.,