Communication Principles

and Ethics
National University
What can you say about this?
Misinformation vs Disinformation
OBJECTIVES
At the end of the lesson, you 1. Describe the nature, elements and functions of verbal and non-
are expected to achieve the verbal communication in various and multicultural contexts.
following:
2. Explain how cultural and global issues affect communication,
and why ethical communication is essential.

3. Appreciate the impact of communication on society and the

world.
Processes and Principles
of Effective
Communication
 verbal communication, which includes the use of language,
sounds, and tone of voice
Simply put,
communication is the art non-verbal communication, which includes body language and
of creating and sharing facial expressions
ideas for a specific
purpose. It comes in written communication, such as through journals, emails, blogs,
many forms: and text messages

visual communication, which involves signs, symbols, pictures,

graphics, and emojis
Effective communication
Dependent on how rich those ideas are, and how much of
those ideas are retained in the process. In order to be an
effective communicator, a number of skills have to be
utilized
Effective communication
Which skill one chooses greatly varies and is dictated by the
situation, the content or the actual information a person
needs or wants to convey, and the intended recipient of that
information.
Almost 91% of professionals from the world’s top 300 multinational
companies said that communicating in English is important for work
success, but only 7% of them indicate that their current level of English is
sufficient for their jobs. This is based on “The Globalization of English”
research study conducted by the McKinsey Global Institute.

What does this imply?

Audience analysis
Examine the comics below. What is it trying to tell us?
Principles of Effective
Communication
In order for effective communication 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.
Continuation…
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 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.
COMMUNICATION AND GLOBALIZATION
Globalization has been regarded as the key to the worldwide integration of humanity, where there is
an increased economic, political and cultural integration and interdependence of diverse cultures.
Diversity
Communication in the modern world must be
anchored on the concept of diversity.
Professionals from the countries that are traditionally known for sticking to their native tongue (e.g.
Japan, Korea, Vietnam) have started to learn English, as the internationally-recognized lingua franca,
with the concept that learning English does not make them less Japanese, Koreans, or Viets.
Digital technology has erased territorial boundaries
among countries and among people with varying
cultures.
Business Miscommunication

In business organizations, products can go global and the manner by which any product is communicated
to the global market can make or break the brand. Here are a few examples of business miscommunication
in a global setting:
Gerber
In the past, Gerber dealt with issues in some cultures where women have
low literacy rates such as Africa and the Middle East. The women in these
cultures generally use pictures to tell them what food they are buying.
When Gerber started selling their product in these countries, the women
saw the picture of the baby and believed that there was a baby or part of
one baby in the jar.
Irish Mist
Irish Mist is a brown whiskey produced
in Dublin, Ireland. In Germany, however,
“Mist” literally translates to “crap”.
Odette & Yoni
Joni (read as “Yoni”) is a brand of skin product. However,
Yoni means ‘uterus’ or ‘vagina’ in Sanskrit, and is an Indian
representation of female genitalia, especially pertaining to
the Hindu goddess Shakti.
Instances when lack of cultural or linguistic sensitivity in
global communication severely affected companies or
products.
McDonalD’s
• McDonald’s spent thousands on a new TV ad to target the Chinese consumers.
This featured a Chinese man kneeling before a McDonald’s vendor and begging
him to accept his expired discount coupon. The ad caused uproar over the fact
that begging is considered a shameful act in Chinese culture.
• Similarly, McDonald’s also unintentionally offended thousands of Muslims when
it printed an excerpt from the Koran on its throwaway (take-out) hamburger
bags. Muslims saw this as sacrilegious.
“Fragile”
Some staff at the African port of Stevadores saw the supposedly
internationally-recognized symbol for “fragile” (i.e. broken wine
glass). Since in their culture, they treat the pictures printed on
packages to be representation of what’s inside, they thought it
was a box of broken glasses and threw all the boxes into the sea.
On movies
The film “Hollywood Buddha” caused outrage and protest on the streets of Sri
Lanka, Malaysia and Myanmar (Burma) when the designer of the film’s poster
decided to show the lead actor sitting on the Buddha’s head, which is an act of
clear degradation against something holy.
 Coor
Coors (beer) once had its slogan “turn it
loose” translated to Spanish, but it became
to mean “suffer from diarrhea.”
 Showing the sole of a shoe (by crossing one’s legs and pointing one’s
Here are some examples shoes to the speaker, for example) means nothing to observers in
most Western and Asian countries. In Muslim cultures (such as Saudi
demonstrating this in Arabia), however, the gesture is perceived as insulting. Similarly,
a global setting: crossing one’s legs while seated is customary for Westerners, but this
is a social faux pas in Korea.
Blinking rapidly while another person is talking is normal for most
people, especially during tense situations. For Taiwanese, this is
considered impolite.
The Japanese view the business card as an extension of their body,
while Americans view it simply as a business formality. Hence,
when Japanese hand over their business cards with two hands and
with great care, they get insulted when the person receiving just
put it away with haste.
ETHICS IN COMMUNICATION
Effective communication is ethical communication.

Communication is ethical only when it is genuine, open, cooperative and sensitive to one’s cultural and social beliefs and
practices. If there is an intent to conceal the truth, or bring damage to any organization, group or individual person,
communication is considered unethical. Even in situations when there is no intent to harm, but damage to a certain group is
inevitable because of the message or the channel used to relay the message, it is still considered unethical.
HOW IS THIS USED?

BADING
HOW IS THIS USED?

MONGOLOID
HOW IS THIS USED?

BALUGA
HOW IS THIS USED?

SQUATTER
HOW IS THIS USED?

BISAYA
Reflective Analysis (4-5 members, 50 points)
Analyze the following print advertisements and determine if these are ethical or not. Consider the following
guide questions in your analysis.

1. What is the message of the ad?

2. How is the message underscored? What semiotics are used (text? images? others?)
3. Is there any individual or group that may be offended by the ad? Who might they be?
4. Is there another way of presenting or delivering the message? How?
5. Do you think the ad is ethical? Why or why not?

*Report uncooperative members. Members will be randomized.

 [1] Barrot, J. S., & Sipacio, P. J. S. (2018). Purposive
Communication in the 21st Century. C&E Publishing, Inc.

[2] Madrunio, M. R., & Martin, I. P. (2018). Purposive

References Communication. C&E Publishing, Inc.

[3] Tejada, K.C.M., Valdez, M.L.A., & Sapungan, R.M. (2020).

Purposive Communication: A Module. Batangas State University