Communication Processes, Principles, and Ethics

Process of Communication

Elements:

• Speaker/Sender – source of information or message

• Message – the information, ideas, or thoughts conveyed by the speaker in words or in actions
• Encoding – the process of converting the message into words, actions, or other forms that the
speaker understands
• Channel – the medium or the means, such as personal or non – personal, in which the encoded
message is conveyed
• Decoding – the process of interpreting the encoded message of the speaker by the receiver
• Receiver – the recipient of the message, or someone who decodes the message
• Feedback – the reactions, response, or information provided by the receiver
• Context – the environment where communication takes place
• Barrier – the factors that affect the flow of communication

Communication Models
1. Aristotle’s Communication Model
Aristotle, a great philosopher initiative the earliest mass communication model called “Aristotle’s
Model of Communication”. He proposed a model before 300 B.C. who found the importance of the audience
role in the communication chain in his communication model. This model is more focused on public
speaking than interpersonal communication.

Aristotle Model of Communication is formed with five basic elements: speaker, speech, occasion,
audience, and effect.

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 Aristotle advises speakers to build speech for different audiences at a different time (occasion) and
for different effects.

Note that the speaker variable here is very important. Without the speaker, there will be no speech
to be produced. Depending on the profile of the speaker adjusts his or her speech. Some considerations for
the audience demographics are age, sex, background, culture, race, religion, gender, social and economic
status, and political orientation or inclination, among others. Even beliefs, views, and attitudes also play an
important role when talking about audience consideration since oftentimes, the audience brings these with
them when they decode the message in any given situation.

2. Laswell’s Model
In 1948, Harold Dwight Laswell describes communication as being focused on the following W’s:
who says what in which channel to home and with what effect as seen in the model below:

The whole process of communication begins with the communicator (who) sending out the message
(what) using a medium (in which channel) for a receiver (to whom) experiencing an effect afterward. The
process may be analyzed through the content sent, the medium used, as well as the effect on the rose plant
of the message.

While this model is similar to Aristotle’s in the sense that both are linear and have the same
components, Laswell also differs in that there are five variables involved with the addition of two: medium
and effect.

3. Shannon-Weaver’s Model
Claude Elwood Shannon and Warren Weaver’s model of communication was introduced in 1949, a
year after Laswell’s for Bell Laboratories. This model is specially designed to develop effective
communication between the sender and the receiver. Also, they find factors which affecting the

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communication process called “noise”. At first, the model was developed to improve the technical
communication. Later it’s widely applied in the field of communication.

Known as the mother of all communication models, this model depicts communication as a linear
or one-way process consisting of five elements: a source (producer of the message); a transmitter (encoder
of message into signals); a channel (signal adopted for transmission); a receiver (decoder of message from
the signal); and a destination.
This model, however, has been criticized for missing one essential element in the communication process:
feedback. Without feedback, the speaker will not know whether the receiver understand the message or not.

4. David Berlo’s Model of Communication

David Kenneth Berlo (1929 — February 23, 1996) was an American communications theorist.
Berlo’s SMCR Model of Communication represents the process of communication in its simplest form. The
acronym SMCR stands for sender, message, channel, and receiver. It describes the different components
that form the basic process of communication. Because this communication tool also emphasize the coding
and decoding of the message, it can be used for more efficient communication. (Janse, 2019)

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SOURCE: The source is situated where the message originates.
• Communication skills — It is the skill of the individual to communicate. For example, the ability to
read, write, speak, listen, etc.

• Attitudes — This includes attitudes towards the audience, subject, and towards oneself. For example,
for the student, the attitude is to learn more and for teachers, it is to help teach.

• Knowledge – Communicating also means that the person needs to be knowledgeable about the subject
or topic. For e.g. a teacher needs to know about the subject in detail that he or she teaches so that they
can communicate properly such that the students understand here. Note: It refers, not to the general
knowledge, but to the knowledge of the subject that the person is communicating and their familiarity
with it.

• Social system — The social system includes the various aspects of society like values, beliefs, culture,
religion, and a general understanding of society. It is where the communication takes place. For
example, classrooms differ from country to country just like people’s behaviors and how they
communicate, etc. Note: We can communicate only to the extent that the social system allows. When
we communicate, we take the social system into account.

• Culture: The culture of a particular society also comes under the social system. According to this
model, people can communicate only if the above requirements are met in the proper or adequate
proportion.

Encoder: The sender of the message, from where the message originates, is referred to as the encoder. So,
the source encodes the message here.

MESSAGE
• Content — The body of a message, from the beginning to the end, comprises its content. For example,
whatever the class teacher teaches in the class, from beginning to end, is the content of the message.

• Elements — It includes various things like language, gestures, body language, etc. They constitute all
the elements of a particular message. Any content is accompanied by some elements.

• Treatment — It refers to the packing of the message and the way in which the message is conveyed
or the way in which it is passed on or delivered. Note: When there is too much treatment,
communication will not go smoothly.

• Structure – The structure of the message refers to how it is arranged; the way people structure the
message into various parts. Note: The message is the same, but if the structure is not properly arranged
then the receiver will not understand the message.

• Code – The code of the message refers to the means through which it is sent and in what form. It could
be, for example, language, body language, gestures, music, etc. Even culture is a code. Through this,
people give and receive messages and communication takes place. Note: Only when the code is clear,
the message will be clear. The wrong usage may lead to misinterpretation.

CHANNEL: It refers to the five sense organs and occurs through one or more of these senses/channels.
• Hearing: The use of ears to receive the message. For example, orally transmitted messages,
interpersonal communication, etc.

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 • Seeing: Visual channels, for example, watching television so the message is conveyed through the
scene/film.
• Touching: The sense of touch can be used as a channel to communicate. For example, we touch, buy
food, hugging our loved ones, etc.
• Smelling: Smell also can be a channel to communicate. For example, perfumes, food, fragrances, etc.
Charred smell communicates something is burning. People can deduct which food is being cooked by
its smell etc.
• Tasting: The tongue is a muscular organ used in the act of eating and tasting food. For example, while
food is being shared, communication can happen regarding its taste.

Decoder: The person who receives the message and decodes it.

RECEIVER: The receiver needs to think about all the contents and elements of the source, so as to
communicate/responds to the sender effectively. Berlo’s model believes that for effective communication to
take place, the source and the receiver need to be on the same level. Only then communication will happen
or take place properly. Hence, the source and the receiver should be similar.
For example, if the communication skill of the source is good, then the receiver should have equally
good listening skills. It cannot be said that the receiver does not receive the whole message because even
though he may receive it but may not be able to interpret its meaning. For effective communication, the
source and the receiver need to be on the same level. Note: Self-image differs from person to person. For
communication, the person should consider the receiver, speak accordingly, and give them what they need.

Criticism of Berlo’s SMCR model of communication:

1. There is a lack of feedback. The effects are practically unknown.
2. It does not mention the barriers to communication.
3. There is no room for noise.
4. It is a rather complex model.
5. It is a linear model of communication.
6. It requires people to be on the same level for effective communication to happen. However, that rarely
happens in everyday life.
7. The main drawback of the model is that it omits the usage of sixth sense as a channel of communication,
which is an asset to human beings (thinking, understanding, analyzing, etc.)

5. Transaction Model
This model is a two – way process with the inclusion of feedback as one element. As shown in the
figure, this model is more interactive. There is a collaborative exchange of messages between
communicators with the aim of understanding each other. It also shows that a barrier, such as noise, may
interfere with the flow of communication.

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General Principles of Effective Communication
Since communication is a two — way process, it is important that you know the principles to be
observed to make it effective. For both oral and written communication, you should be able to apply the
following principles or simple called 5C’s in communication:

1. Courtesy also known as politeness. Ways to demonstrate courtesy:

• using polite words and tone to show respect to the receiver of the message.
• applying tact and diplomacy
• developing the “WE” attitude using positive words instead of negative
• being considerate of the feelings of the receiver
• selecting gender-free terms
• responding promptly to important messages

2. Clarity may involve correct word usage, grammar, pronunciation, sentence construction and delivery.
Messages which are unclear oftentimes do not achieve their desired effect.

3. Conciseness is saying what needs to be said in as few words as possible. Avoid flowery words.
Remember, “our goal is to communicate and not to impress.”

4. Concreteness. This refers to being specific. Providing example when necessary makes a message more
comprehensible.

5. Completeness. To avoid ambiguity, messages should not leave out important details that a receiver
expects to know. What, who, when, where, why and how should be answered.

Ethics of Communication

Be guided by the following to achieve ethical communication:

1. Be truthful and honest.

2. Practice active listening.
3. Speak non-judgmentally.
4. Speak from your own experience.
5. Consider the receiver’s preferred communication channel.
6. Strive to understand.
7. Avoid a negative tone.
8. Do not interrupt others.
9. Respect privacy and confidentiality.
10. Accept responsibility/consequence.

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References:

Madrunio R. and Martin P. (2018). Purposive Communication Using English in Multilingual Contexts.
Quezon City: C&E Publising, Inc.

Habermas, J. (1984). The theory of communicative action (Vol. 1, p. 100). Boston, MA: Beacon Press.

McLean, S. (2005). The basics of interpersonal communication (p. 14). Boston, MA: Allyn & Bacon.

Vocate, D. (Ed.). (1994). Intrapersonal communication: Different voices, different minds. NJ: Lawrence
Erlbaum.

Wood, J. (1997). Communication in our lives (p. 22). Boston, MA: Wadsworth.

Communication: The Art of Communicating and How to Use It Effectively:

Janse (2019)Berlo’s SMCR Model of Communication https://www.toolshero.com/communication-

skills/berlos-smcr-model-of-communication

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