C h a p t e r 1 :

COMMUNICATION PROCESSES,
PRINCIPLES, AND ETHICS
 What Is
Communication?
 communication
is derived from the Latin words:

COM - with
MUNUS - a business
COMMUNIS - common
COMMUNICO - to confer or relate with one another

the process of accomplishing a goal, “with a business to confer or

relate with one another. “

COMMUNICARE - WHICH MEANS TO SHARE OR TRANSMIT

 5 ASPECTS OF COMMUNICATION
The importance of communication is related
to various aspects:

1. Communication is integrated in all parts of our lives

4 Life Domains:

Academics - Communication skills are tied to academic success.

Professional - Desired communication skills vary from one career to another.

Personal - Having a vocabulary to name the communication phenomena in our lives

increases our ability to alter consciously our communication.

Civic - There is a connection between communication and a person’s civic

engagement.
 Aspects of Communication

2. Communication meets needs

Physical Relational
needs needs
affects well-being maintains social bonds
and interpersonal
relationships
instrumental Identity needs
needs
helps us achieve long-term allows us to present
and short-term goals ourselves in a distinct
manner
 Aspects of Communication

3. Communication is guided by
culture and context
O’Neil (2006) defines culture is a full range of learned human
behavioral patterns which includes knowledge, belief, art, law,
morals, customs, capabilities, and habits acquired by man as
a member of the society. Conversely, context is the
circumstances that form the setting for an event, statement,
or idea, and in terms of which it can be fully understood
(Oxford Dictionary, 2018).
 Aspects of Communication

4. Communication is learned
Humans are born with the capacity to learn a language and
the ability to communicate. Communication is learned rather
that innate. It is learned through human contact. However, our
manner of communication varies from one person to another
based on culture and context.
 Aspects of Communication

5. Communication has ethical

implications
Communication is more concerned with the decisions people
make about what is right and wrong. Communication ethics
deals with the process of negotiating and reflecting on our
actions and communication regarding what we believe to be
right and wrong.
 types of communication
When people speak to people in other cultures, sometimes language is one of the
barriers to communicating. However, even when people are speaking the same
language, cultural differences may affect the way they communicate. These
differences may be seen in people’s verbal and non-verbal communication styles—
the two forms of communication (Cox, 2018).

• Verbal Communication
• Non-verbal Communication
 verbal non-verbal
Two Forms of Verbal Communication: a form of communication which refers to
the sending of messages to another person
• ORAL COMMUNICATION – includes face- using methods or means other than the
to-face interaction, speaking to someone spoken language. Basically, it is
on the phone, participating in meetings, communication without the use of words.
delivering speeches in programs, giving
lectures or discussions NON-VERBAL CUES – may both be
intentional and unintentional and is
• WRITTEN COMMUNICATION – uses categorized in two (2) categories:
symbols that are hand- written or printed
with an electronic device • Non-verbal cues produced by the body
• Non-verbal messages produced by the
Factors that affect verbal communication: broad setting such as time, space, and
• Tone of voice silence.
• Use of descriptive words
• Emphasis on certain phrases
• Volume of voice
 ELEMENTS OF COMMUNICATION
The elements of the communication process involve a sender,
receiver, message, channel, and feedback. In the process,
however, one may encounter other factors such as an
interference or “noise’ that may distort the message or fail
the process and an “adjustment” that is required to perform
to solve or remove the barrier for effective communication.
 sender
a person, group, or organization who initiates the
communication.

message
an element transmitted in communication consists of the idea,
opinion, information, feeling, or attitude of the sender.
 channel
method or the platform use to deliver the message.

receiver
a person who receives, analyzes, understands, and interprets
the message.
 feedback
the receiver’s response that provides information to
the sender.

adjustment
done if the message is distorted or is not clearly understood
by the receiver.
 noise
a form of distortion, barrier, or obstacle that occurs in any
of the phases of oral communication process.
 ISSUES IN COMMUNICATION
1. CONTENT refers to the information and experiences that are provided to the
receiver of the communication process. It is what the receiver derives value from.
It is expressed in a medium like speech, writing, or visuals which may be delivered
in various media. Content must be presented in a language that makes a
grammatical sense. Words have different meanings and may be used or
interpreted differently, so even simple words and messages can be
misunderstood. Therefore, content should be tailored or edited for the public to
ensure effective communication.

2. PROCESS refers to the way the message is presented or delivered. The

content of the message should not contradict with the non-verbal cues

3. CONTEXT is the situation or environment in which your message is delivered. It

is when and where communication happens.
 PRINCIPLES IN COMMUNICATION
These principles will help you to make your communication more informative and will aid you to
gain positive effects:
informal communication may prove
PRINCIPLE the information or message
should be coded or worded
Principle of effective in situations when formal
OF CLARITY clearly. Informality communication may not achieve its
desired results

consistency avoids conflict in an

PRINCIPLE OF the receiver’s attention should be
drawn to the message to make
Principle of organization; inconsistency leads
ATTENTION the communication effective. Consistency to confusion

there should be feedback information from communication should be done in real time
PRINCIPLE OF the receiver to know whether s/he Principle of so that it helps, and it is relevant in
FEEDBACK in which the sender has meant it.
understood the message in the same sense
Timeliness implementing plans; delayed communication
may not serve any purpose

PRINCIPLE OF information should be complete; is essential to take

proper decisions and make action plans; inadequate
ADEQUACY information may delay action and create confusion.
 communication ethics
deals with the behavior of an individual or a group which is
governed by their morals and in turn affects communication

ETHICAL COMMUNICATION - enhances human worth and dignity

UNETHICAL COMMUNICATION - causes threats to the quality of communication

NATIONAL COMMUNICATION ASSOCIATION (NCA)

developed the Credo for Ethical Communication which reminds that
communication ethics is relevant across contexts and applies to every channel
of communication. NCA stipulates that “ethical communication is fundamental to
responsible thinking, decision making, and the development of relationships and
communities within and across contexts, cultures, channels, and media.
 CREDO FOR ETHICAL COMMUNICATION
by the National Communication Association (NCA)
1. Advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of communication.

2. Endorse freedom of expression, diversity of perspective, and tolerance of dissent to achieve the informed and
responsible decision making fundamental to a civil society.

3. Strive to understand and respect other communicators before evaluating and responding to their messages.

4. Promote access to communication resources and opportunities as necessary to fulfill human potential and contribute to
the well- being of families, communities, and society.

5. Promote communication climates of caring and mutual understanding that respect the unique needs and characteristics
of individual communicators.

6. Condemn communication that degrades individuals and humanity through distortion, intimidation, coercion, and violence,
and through the expression of intolerance and hatred.

7. Commit to the courageous expression of personal convictions in pursuit of fairness and justice.

8. Advocate sharing information, opinions, and feelings when facing significant choices while also respecting privacy and
confidentiality.

9. Accept responsibility for the short-term and long-term consequences of our own communication and expect the same of
others.
 the end of
chapter 1