UNIT 1: Communication Concepts and Principles

At the end of this unit, you should be able to:

1. apply the communication concepts and principles.

ENGAGE YOURSELF!
A. How many of the following statements about communication do you find true?
Using a pencil, check the items that you think are true.
_____1. Progress in national and local level requires effective communication among
people.
_____2. The sharing of knowledge across nations requires communication.
_____3. Knowledge is optimally consumed even without communication.
_____4. The advancement of all fields of specialization like Political Science needs
effective communication.
_____5. No nation has ever progressed without communication.
_____6. Good social relationships are impossible without effective communication.
_____7. Communication is impertinent to development.
_____8. There are many challenges in the attainment of effective communication.
_____9. One message can be delivered by different individuals with varying levels of
success.
_____10. My ability to communicate impacts my academic and professional
advancement.
_____ 11. Communication is a daily human activity.
B. Answer the following questions in one sentence each. (answers will be shared during
the meeting)
1. What communication challenges or difficulties do you have?
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2. As a future professional in your field, of what use will effective communication skills be
to you?
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EXPLORE (DIVE IN!): You are now ready to know more. But before that, express what
you already know.
The Components of Communication
Review: Match the numbered items with the options given. Write the word on the
blanks preceding each item.
OPTIONS

Interference Environment Message

Source Context Channel

Receiver feedback Communication

_____ 1. He/she may be traffic enforcer using hand signals, a telephone caller, a
newscaster, an author, or anyone who crafts and sends messages.
_____2. It is the intended meaning or idea in different forms such as song, speech, letter,
and many more.
_____3. It is the means by which the message is conveyed. The human voice, the
telephone, the microphone are few examples.
_____4. This refers to the individual or audience to whom the message was delivered.
_____5. This refers to the receiver’s confirmation of the
message which is also considered a message.
Answers
_____6. This is known as the atmosphere, the place, and
the condition of communication. 1. source 5. feedback
_____7. This refers to the shared understanding and 2. message 6. environment
expectations of the communicators.
3. channel 7. context
_____8. These are the challenges or barriers of
communication. 4. receiver 8. interference
To conclude, what is communication?

Communication is the process of meaning-making through a channel or a

medium in a specific context. It is very vital in any aspect of life. In an online or
correspondence mode, for instance, a teacher cannot understand what the students
feel if they do not articulate themselves verbally through leaving comments or questions
in the google classroom (for on-line learners) or sending text message or private message
(for correspondence-based learners). Unlike in a residential or face-to-face class, a
teacher can see the non-verbal cues of the students. These non-verbal cues will give the
teacher an idea if the discussion is not clear to the students.

Etymologically, communication comes from the Latin word communicare,

meaning to make common. What do we make common? If you are thinking of the color
blue, for example, the shade of blue in your mind should be the same shade of blue in
the mind of the person whom you are talking to. How you make that happen depends
on how you communicate the concept. Communicating the concepts involves
components of communication. These are the:

1. source or sender
2. message
3. channel
4. receiver
5. feedback
6. environment - the condition of the speaker and receiver; physical, emotional etc
7. context - interrelated conditions in which communication spring
8. interference - communication barriers that may affect communication; psychological,
physical, linguistic and cultural (language and cultural environment), or mechanical
barriers (channels like tablet, cellphone)

Among the enumerated barriers, which one can you manage the most and
why?
Answer: _____________________________________________________________________
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Principles of Effective Communication

For optimum communication results, Osborn (2009, cited in Wakat, et al 2018)
posits that the following principles should be applied.

1. Clarity
 Clarity has to be observed in crafting and in delivering messages. Fuzzy
language, jargon, clichés, euphemisms, and similar others should be avoided when
they interfere with clarity. Clarity, especially in technical fields, should never be
compromised.

2. Concreteness
Be specific. Messages are made more understandable with specific data. The
use of accurate words helps in achieving concreteness. A 50-kilometer drive is more
specific than a long drive. Likewise, a 100-square-meter 2-story house is much more
specific than an average-sized house.

3. Courtesy
Be courteous. Be polite in words and in manner. Courtesy builds goodwill and
sustains good human relationships.

4. Correctness
Strive to achieve grammatically correct sentences. Serious grammar and
pronunciation errors lead to meaning inaccuracies. Edit and proofread messages
before delivering them.

5. Consideration
Consider the receiver’s level of education, race, and other social orientations
when crafting and delivering a message. A simple word for you may not be that simple
for others. Also, in pointing other peoples’ mistakes, consider that no one commits
mistake intentionally. Hence, it is always good to approach the person with kindness.

6. Creativity
Make your message interesting and captivating. Say for example, the message
“Follow the traffic rules” can be creatively expressed in different ways: “Drive safely and
get home to your loved ones” or it could be made to sound as a warning “You will get
to our jail when you drive fast.” Effective business taglines are good examples of how
creativity in communication achieves the desired impact.

7. Conciseness
Be direct and simple in your message. Make each word count – that is, no word
should be used that does not contribute to the meaning. Conciseness requires
communicators to choose accurate words to express intended meanings so that
messages are kept short. Conciseness, however, does not set a specific number of
words used. It is always relative to the nature of the message.

8. Cultural Sensitivity
Be attentive to people’s cultural differences. A joke in one culture might be an
insult to another.
 Remember one of those instances when you were misunderstood or you
misunderstood someone. Narrate/share how and why miscommunication happened.

Communication does not take place without conventions. As ethical communicators

we have to respect audience, consider the result of communication, value truth, use
information correctly and shall not falsify information (Wakat, et. al., 2018).

EXPLAIN (GET THE HANG OF IT!)

Let us now look at communication in the light of your future career in your current
discipline or program.

Have you ever questioned the relevance of communication skills to your future
profession? What exactly will you be doing in your field?

ELABORATE (ON MY OWN NOW)

Imagine that you are in your work field. Look at your clients and your colleagues, what
specific communication skills do you need? Why?
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