Communication in Robert Craig's Seven Traditions  2 critical concepts: Sign (stimulus designating or some

other communication) and Symbol (designation a complex

Communication sign with many meanings)
 Comes in various forms.  Iconic – Signs that represent the object in some way.
 Two-way communication  Indexical – Signs that signify by means of direct relation.
 Various Communication Techniques  Symbolic – Signs that signify through social conventions.
 building relationships and the community at large. 5. Socio-Cultural
 sees communication as symbolic process in reproduction
Robert T. Craig or production of social order.
 Professor Emeritus (retired) Robert T. Craig  all about context, culture, and social practices
 Communication Theorist from University of Colorado  centered on the creation and enactment of social reality.
 1988- founding board of the journal "Research on Language and  5 branches:
Social Interaction," a position he continues to hold. 1. Symbolic Interactionism
 1991 - 1993 - Craig was the founding editor of the International 2. Social Constructionism
Communication Association journal "Communication Theory" 3. Philosophy of Language
which has been in continuous publication since 1991. 4. Ethnography
5. Ethnomethodology
Robert Craig's Seven Traditions of Communication Theory 6. Critical
1. Cybernetic  Language and ideology are two main focuses
 communication as a sort of information process  seen as a reflective challenge of unjust discourse.
 Always goal-oriented  critical of societies that limit the masses from seeing
 Sender has an initial goal before creating the message inequalities through the use of communication.
through a particular communication channel to transmit it  scholars believe that the group who controls the language
or send it. can actually be dominant within the given society.
 seen as a system of processing information, feedback and 7. Phenomenological
control.  communication process can be seen and perceived
2. Socio-Psychological differently by different people.
 Communication is theorized as expression, interaction, and  We consider stem points and perceptions of different
influence. people in different situations within the given context.
 sees communication as interpersonal interaction.  focuses on the experience of self and others through
 Tends to be quite objective dialogue.
 originates in psychology and sociology
 Lies under behavioral approach NOTE: If you can’t understand and there’s no feedback, there’s no
 The socio-psychological tradition can be divided in to three communication happened.
branches:
1. Behavioral
2. Cognitive Theory ETHICAL COMMUNICATION in the GLOCAL CONTEXT
3. Biological
3. Rhetorical Delineate Ethical from Unethical Communication in The Global
 This tradition treats communication a form of artful public (Global + Local) Context
address.
 mainly concerned with how language is effective in Communication
persuasion  The exchange of ideas, viewpoints, facts, or news through
 In this tradition those who have mastered public speaking writing, speaking, or signs.
are held in high esteem.  Expanding harmonious relationship with other people.
 five key aspects of the Rhetorical Tradition:  It is two-way process that involves transferring information
1. Invention from one person to another.
2. Arrangement
3. Style Ethics
4. Delivery  moral standards that direct people's actions and conduct in life.
5. Memory  distinguish between proper and improper behavior.
4. Semiotic  the philosophical basis for morality which is what is right or
 sharing meaning through signs. wrong.
 Always goal-oriented  A set of moral guidelines.
 includes the study of verbal and non-verbal signs that can  focuses on moral principles that govern human behavior, such
stand for something else as the goodness or badness of an action's motivations and
goals, as well as the rightness or wrongness of specific acts.

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Local Communication Unethical Communication
 It is being able to communicate with your members of your  a word used to characterize any information—verbal or
local area. it can be nonverbal—that encourages unethical behavior.
 either in your mother tongue/ local language that you speak  People's lack of morality or principles is referred to as their
with your local town. immoral principles.
 entails acting immorally or against to societal or professional
Global Communication standards of what is proper; it denotes bad behavior.
 It is the term used to describe ways to connect, share, relate  affects the standard of all communication, endangering
and mobilize across geographic, political, economic, social and people's lives and society as a whole.
cultural divides. It redefines soft and hard power as well as  Any behavior that breaks the law (such as assault or stealing) is
information power and diplomacy in ways not considered by considered unethical.
traditional theories of international relations.  Sometimes a message could be misunderstood because of
unethical communication.
Glocal Context
 Glocal knowledge is presented in a human rights-abiding local Importance of Ethics in communication
context through a glocal method to communication. The idea of  Credibility is increased, decision-making is improved, and
"think globally, act locally" forms its mutual trust is enabled by ethics.
 foundation.  Provide a foundation for good and wrong so that both sides
 The term "glocal" refers to a set of universally accepted may communicate with a fundamental knowledge of what is
standards, attitudes, behaviors, and acts. It makes it possible expected of them.
for people, teams, and organization to decide and settle  To be able to communicate effectively with someone else.
disputes locally.  To improve the recipient's worth and dignity while taking their
feelings and culture into account.
10 Basics of Ethical Communication by Jone Johnson Lewis – Sept.  Acting morally or according to high moral standards is what it
10, 2015 means to be ethical.
1. When speaking and interacting with other group  Nowadays, most individuals are losing sight of what is morally
members, try to "elicit the best." right and what harms other people, which makes ethical
2. When others speak, pay attention. communication crucial.
3. Speak in an unbiased manner.  Additionally, there's the matter of treating others with respect
4. Express your own needs, wants, and feelings while and living a decent life.
speaking from your own experience and point of view.
5. Instead of trying to be "right" or "more ethical than thou," Evaluate messages and/or images of different types of texts
try to understand other people. reflecting diverse cultures.
6. Avoid speaking for other people by, for instance,
generalizing your thoughts, ideas, values, and conclusions Text
and assuming that everyone shares them, or by  refers to any written or spoken communication that conveys a
summarizing what other people have said without first message or information.
making sure you understand them.  Different Types of Text
7. Maintain your personal boundaries by only disclosing 1. Cultural text - It encompasses objects, actions, and
information that you are comfortable sharing. behaviors that convey cultural significance.
8. Respect other people's personal space. 2. Persuasive text - It aims to persuade the reader to
9. Steer clear of side chats and interruptions. take a specific action or adopt a particular viewpoint.
10. Ensure that each member has an equal amount of time to 3. Instructive Text - It is designed to provide guidance
talk and, if desired, "air time." or instructions on performing specific tasks or
procedures.
Principles of Ethical Communication 4. Informative Text - It aims to impart factual
1. Be truthful and honest information or convey step-by-step procedures.
2. Active listening 5. Descriptive Text - It is vividly described people,
3. Speak non-judgmentally objects, or events using adjectives and adverbs to
4. Speak from your own experience evoke sensory experiences.
5. Consider the Receiver’s Preferred Communication Channel
6. Strive to Understand Evaluating Messages - The importance of evaluating the
7. Avoid a Negative Tone effectiveness of our messages is by developing and using strategic to
8. Do not interrupt others identify strength and weaknesses.
9. Respect Privacy and Confidentiality
10. Accept Responsibility

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4 MAIN QUALITIES OF EFFECTIVE MESSAGE Message
 A message is defined as information conveyed by words (in
speech or writing), and/or other signs and symbols.
 A message (verbal or nonverbal, or both) is the content of the
communication process.

Evaluating Images
 It is important to critically evaluate images you use for
research. Study and presentation images should be evaluated
like any other source, such as journal articles or books, to
determine their quality, reliability and appropriateness. Visual
analysis is an important step in evaluating an image and
understanding its meaning.
 Three steps of evaluating an image and these are: How to Convey the Message
1) Identifying Source  Convey - make (an idea, impression, or feeling) known or
2) Interpret contextual information understandable to someone.
3) Understand implications  to express feelings, thoughts, or information to other people.

Analyzing the TEXT/IMAGES Rules to convey a message effectively

Demonstrate ethical communication through reconstructing

advertisements that reflect biases, discrimination, and
insensitivity.

Advertisement
 The action of calling something to the attention of the public
especially by paid announcement.
 A notice, picture or film telling people about a product, job or
service.

Bias
 A personal and sometimes unreasonable judgement.
 A strong feeling in favor of or against one group of people, or
one side in an argument, often not based on fair judgement.

Discrimination
 Prejudiced or prejudicial outlook, action, or treatment.
 Treating one or more members of a specified group unfairly as
compared with other people. Discrimination may be illegal on

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 the grounds of sex, sexual orientation, race, religion, disability, CITATION
or nationality.  The way which guides the readers through the source of the
information written on the paper
Insensitivity  Clearly states how certain materials of the work originally came
 Lack of feeling. from another source
 A lack of care for or awareness of how other people feel.  An act of acknowledgment and giving credit to the original
source of information
 An abbreviated version of the reference details mentioned
Communication for Academic Purposes during the discussion of the information
 Mention between the body of the paper itself
Citation techniques and bibliographical methods
REFFERENCE
Acknowledging sources - is essential for giving credit to the original  Also a process of acknowledging sources used
creators and avoiding plagiarism. It involves citing the authors or  A collection of this is called as reference list, or a bibliography -
creators of the information, ideas, or content you use in your own It is a full bibliographic or publication details of a citation
work. Acknowledging sources demonstrates academic integrity and  More detailed compared to in-text citation
respects the intellectual property of others.  Found at the end of the paper works

SOURCES THAT NEED ACKNOWLEDGEMENT Why is it important?

 Direct Quotations  To avoid plagiarism
 Arguable statements and information that may not be common  Gives big respect to other scholars’ works and contributions
knowledge  Helps reader in tracking, digging and finding out more about
 Opinions and assertions of others the information
 Any information you didn’t generate yourself  Strengthens one’s work
 Collaboration with and help from others  Enhances the credibility of the writer
 Puts the writer away from being blamed of bad ideas
SOURCESS THAT DON’T NEED ACKNOWLEDGEMENT  To be a good writer is to be a responsible scholar
1. Information that most readers are likely to know
2. Information and documents that are widely available • Well- ELEMENTS OF REFERENCES
known quotations  Author
3. Material that you created or gathered yourself - Includes the last name, first name, and initials
- Main author comes first
PLAGIARISM - Based on: Alphabetical order, author’s level of
 It comes from the Latin word plagiarius meaning “kidnapper” contribution,
 All about using someone else’s work without giving them  same order appealed on the source itself
proper credit 1. Title
 It is a form of theft, and a breach of honesty in the academic 2. Volume/Issue
 community 3. Place of Publication
 Committed unintentionally oftentimes, but also done on 4. Date of Publication
purpose for a couple of times 5. Publisher
 Roots from inadequate citation or referencing 6. Editor
7. URL/DOI
TYPES OF PLAGIARISM
 Complete plagiarism - involves entirely copying someone APPROACHES IN USING SOURCES
else's work and presenting without any acknowledgment of Quoting - It is the act of weaving someone else's exact words into
the original source. one’s text. It is used and enclosed in a quotation mark (““) to
 Verbatim plagiarism - Replicating someone else’s exact words directly tell the readers that the words between them are from the
without quotation marks or citations. source. It can also be modified to omit unnecessary details (with
 Mosaic plagiarism - Taking pieces of content from different ellipses) to make a smooth fit into the text.
sources and integrating them into your work without proper
citation. Paraphrasing - In this way, a writer must use a completely different
 Self-plagiarism - involves verbatim copying or paraphrasing of words and sentence structure to state the idea coming from the
one’s own work without appropriate attribution. original source. It is usually just the same length with the source.
 Accidental plagiarism - Occur by forgetting to cite sources, Additionally, the thought of the new produced text is also the same
inadequately paraphrasing, or not correctly attributing ideas. with the latter.
 Inaccurate citation - refers to improperly citing sources or
misrepresenting the origin of information. Summarizing - This is closely similar with paraphrasing, however,
summarizing only paraphrases the main points/ideas in a brief way.

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Unlike the latter, it only focuses on what is the important details in
the text. Also, it is leaving out the details included in the source. Argumentation - Is the process of presenting and defending a claim
or viewpoint using reasoning, evidence, and logical persuasion.
Advantages of Summarizing
 Improves Reading Skills Arguing Logically Claims, Reasons and Evidence
 Makes your reading faster 1. Claims
 Improves your vocabulary  Argumentative claims - statements that reasonable
 Helps Critical Thinking people may disagree about.
 Certain kinds of statements cannot be argued:
Steps in writing a summary  Verifiable statements of facts
1. Reading  Issue of faith and beliefs
2. Writing  Matters of simple opinion or personal taste.
 Qualifying a claim - Qualifying your claim shows that
Citation Styles you’re reasonable and also makes your topic more
1. Modern Language Association (MLA) manageable by limiting it.
 It was developed during the year of 1883  Drafting a thesis statement - Once your claim is focused
 Typically used for research papers of English composition and appropriately qualified, it can form the core of your
and other communication classes essay’s thesis statement, which announces your position
and forecasts the path your argument will follow.

2. Reasons
 refer to the evidence, explanations, or justifications
provided to support a particular claim or conclusion.
 Example:
Claim – College students should strive to graduate
Because
Reason – they will earn far more over their lifetimes than
those who do not.

3. Evidence
 support your reasons can come from various sources.
 Types of Evidence
1. Facts can include observations or scholarly research
BIBLIOGRAPHY - In MLA Style, instead of labeling “References” or (your own or someone else’s), but they need to be
“Bibliography” at the end of the paperwork, it is labeled as “Works accepted as true.
cited”. 2. Statistics are numerical data, usually produced
through research, surveys, or polls.
2. American Psychological Association (APA) 3. Authorities are experts on your subject.
 It originated in a 1929 article published in Psychological 4. Anecdotes are brief narratives that your audience
Bulletin will find believable and that contribute directly to
 preferred citation style for social science research papers your argument. Anecdotes may come from your
 Commonly used to cite sources in Psychology, Education, personal experience or the experiences of others.
and Social Sciences 5. Scenarios are hypothetical situations. Like anecdotes,
“what if” scenarios can help you describe the possible
effects of particular actions or offer new ways of
looking at a particular state of affairs.
6. Case studies and observations feature detailed
reporting about a subject. Observations offer detailed
descriptions of a subject.
7. Textual evidence includes quotations, paraphrases,
and summaries.
8. Visuals can be a useful way of presenting evidence.
Remember, though, that charts, graphs, photos,
drawings, and other visual texts seldom speak for
themselves and thus must be explained in your text.
 Choosing appropriate evidence. The kinds of evidence you
provide to support your argument depends on your
rhetorical situation. rhetorical situation refers to the

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 context in which communication occurs, including the How to have good argumentation?
purpose, audience, medium, and constraints. 1. Understand the Issue
 If your purpose is to convince readers to accept the need 2. Define Your Position
for a proposed decision, you’d be likely to include facts, 3. Gather Evidence
statistics, and anecdotes. 4. Consider Counterarguments
 If you’re writing for an academic audience, you’d be less 5. Use Logical Reasoning
likely to rely on anecdotes, preferring authorities, textual 6. Be Persuasive
evidence, statistics, and case studies instead. 7. Listen and Respond
8. Conclude Strongly
Convincing Readers You’re Trustworthy
1. Building common ground
2. Incorporating other viewpoints
3. Acknowledging other viewpoints GOODLUCK!
4. Accommodating other viewpoints
5. Refuting other viewpoints

Fallacies - arguments that involve faulty reasoning.

Types of Logical Fallacies
1. Ad hominem arguments attack someone’s character rather
than address the issues.
2. Bandwagon appeals argue that because others think or do
something, we should, too.
3. Begging the question is a circular argument. It assumes as a
given what is trying to be proved, essentially supporting an
assertion with the assertion itself.
4. Either-or arguments, also called false dilemmas, are
oversimplifications that assert there can be only two possible
positions on a complex issue.
5. False analogies compare things that resemble each other in
some ways but not in the most important respects.
6. Faulty causality, also known as post hoc, ergo propter hoc
(Latin for “after this, therefore because of this”), assumes that
because one event followed another, the first event caused
the second.
7. Straw man arguments misrepresent an opposing position to
make it ridiculous or extreme and thus easy to refute, rather
than dealing with the actual position.
8. Hasty generalizations are conclusions based on insufficient or
inappropriately qualified evidence.
9. Slippery slope arguments assert that one event will inevitably
lead to another, often cataclysmic event without presenting
evidence that such a chain of causes and effects will in fact take
place.

Considering Rhetorical Situation

1. Purpose – What do you want your audience to do?
2. Audience – Who is your intended audience?
3. Genre - What genre will help you achieve your purpose?
Position paper? Proposal? Analysis?
4. Stance – What’s your attitude toward your topic, and why?
5. Media and Design - What media will you use, and how do your
media affect your argument?

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