PURC111 | 1-YB-1B | 2nd Semester | Prelims

WHY STUDY COMMUNICATION?

COMMUNICATION PROCESSES, ●​ To understand ourselves as a social
PRINCIPLES, AND ETHICS or human being
●​ To understand ourselves as a
person
COMMUNICATION
●​ To gain professional and personal
– Latin: “Communicare” - to growth
impart/participate/to transmit ●​ To preserve our cultural values
– Exchanging ideas, thoughts, feelings,
emotions from one person to another with
the use of symbols and aims for
understanding
– Verbal or nonverbal; Face-to-face or MODELS OF COMMUNICATION
through communication device ●​ Aristotle’s
●​ Shannon and Waver
Communication is sending and ●​ Berlo’s
receiving of information, either one-on-one ●​ Osgood-Schramm
or between groups of people. A sender ●​ White’s Stages of Oral
encodes the message, then sends it to COmmunication
receiver who will decode it. Effective
communication requires a shared language
and understanding of common concepts.
Remember that a receiver may interpret ELEMENTS OF COMMUNICATION
what the sender sends differently than what
Source
the sender really intended, and this is less
– The sender who creates the message
likely to happen if they share the same
– It can be anyone
culture and language.
– In mass communication: “Influencers”,
“gatekeepers” or “agenda-setters”

LANGUAGE Message
– Symbols and signs – Ideas or thoughts conveyed by sender
– Unique to the culture that speaks and – Influences target audience
writes it – Ranges from simple to complex

Channel
“If language is not correct, then what is said is – Medium or mode where message is sent
not what is meant. – It is the responsibility of the sender and/or
receiver to choose the best channel for this
If what is said is not what is meant, then what
ought to be done remains undone.” Receiver
– Confucius – Recipient or target of the message
– They are expected to be influenced by the
sender
 – Uses body language, facial expression,
Feedback sign language, symbols, etc.
– Reaction or response by receiver
Visual
Environment – Uses visuals
– The place, feeling, mood, mindset, and – Signs, symbols, imagery, maps, graphics,
condition of both sender and receiver emoji, emoticons, gifs, animation
– It may involve the physical set-up of a
location where communication takes place,
the space and time occupied by both, and
all circumstances that could affect them.
TYPES OF COMMUNICATION
Context – ACCORDING TO PURPOSE & STYLE
– “Constructed reality” of the sender
Formal
– It determines how the message is
– “Official communication”
packaged for the receiver to ensure such
– The sender follows a predefined channel
message is deemed agreeable to the target
to send the message to receiver
audience or the receiver.
– Formal language delivered orally or in
written form
Noise/Interference
– Main objectives:
– Barriers or difficulties that prevent
-​ To inform
effective communication
-​ To persuade
– Issues/states/nature of sender
-​ To entertain
– Physical, psychological, cultural, social,
economic & political character, or the
Informal
linguistic competencies of receiver
– “Grapevine”
a.​ Psychological
– The sender does not follow any
b.​ Physical
predefined channel
c.​ Environmental
– Does not use formal language
d.​ Physiological
– For: personal and ordinary conversations
e.​ Semantic

TYPES OF COMMUNICATION
– ACCORDING TO MODE MODES OF COMMUNICATION

Verbal Face-to-Face
– Uses words – Most preferred mode because it is highly
– Form: speech or written effective
– The message can be clearly understood – Important considerations when using this
and immediate feedback is possible mode: How to speak, what to speak, when
to speak, and to whom you are to speak
Non-verbal – Advantage: Visual cues can be seen
– No words through facial expression, etc.
Video ●​ One-way communication; No
– Alternative to in-person meetings feedback concept
– Cameras are used now for online
communication
– Convenient for long-distance BERLO’S MODEL OF COMMUNICATION
communications
– Challenge: Regional time differences

Audio
– Only the speaker’s voice is heard
– Advantage: For connecting several
remote people at once
– Challenge: Not being able to see body
language or cues of who you are talking to,
listening to people with different accents ●​ David Berlo, 1960s
●​ Influence by Shannon-Weaver
Text-based ●​ “SMCR Model” – Sender, Message,
– Wider reach Channel, Receiver
– Information can be disseminated to a ●​ Sender and Receiver should be
bigger audience quickly similar in these FIVE aspects to
– Does not need to take place in real time achieve effective communication:
– E-mails, chat, forums ○​ Communication skills
○​ Attitude
○​ Knowledge
○​ Social systems
○​ Culture
MODELS OF COMMUNICATION ●​ No feedback and noise concept

ARISTOTLE’S MODEL OF
SHANNON-WEAVER MODEL OF
COMMUNICATION
COMMUNICATION

●​ Speaker is the main concept and

most important role. ●​ Sender – makes message, chooses
○​ They are responsible for the channel
influencing their audience. ●​ Encoder – “machine” or sender who
●​ Public speaking > Interpersonal uses machine, converts message
communication into signals or binary data
●​ Audience is passive, influence by
speech
 ●​ Channel – medium used to send communication and the model became
message famous as Shannon-Weaver model. In
●​ Decoder – machine that converts engineering, Shannon’s model is also called
signal or binary data into message; information theory and is used academically
receiver who translates message to calculate transmission through machines
from signals and also has a formula.
●​ Receiver – person who gets the
message or the place the message
must reach; provides feedback OSGOOD-SCHRAMM MODEL OF
●​ Noise – physical disturbances that COMMUNICATION
does not let message get to the
receiver

Sender sends message → Encoder

converts message into codes
understandable to machine → encoder
sends it to Channel → channel sends to
Decoder → decoder translates the codes
into message → Receiver receives
message ●​ Dynamic model
●​ No separate sender and receiver;
The channel can have noise and the sender can be the receiver at some
receiver might not have the capacity to point, and vice versa.
decode which might cause problems in the ●​ Encoding, interpreting, and decoding
communication process. For instance, brain can happen at the same time
might be the sender, mouth might be the ●​ Feedback concept is introduced
encoder which encodes to a particular ●​ Does not talk about noise
language, air might be the channel, another
person’s ear might be the receptor and his
brain might be the decoder and receiver. WHITE’S STAGES OF ORAL
Similarly, air is the channel here, the noise COMMUNICATION
present in his environment that disturbs
them is the noise whereas his response is
the feedback.

There were only 5 components

when the model was made. Noise was
added later. As Shannon was an engineer,
this model was first made to improve
●​ Eugene White, 1960
technical communication, mainly for
●​ Communication is a repetitive cycle
telephonic communication. It was made to ●​ Has 8 stages
maximize telephone capacity with minimum
noise. Later, Weaver applied it for all kinds
of communications to develop effective
 clear message will evoke the same
7Cs of EFFECTIVE COMMUNICATION
SKILLS response from the other party. It is also
essential that the receiver is conversant with
the language, inherent assumptions, and
Clear
the mechanics of communication.
Be clear about the goal and purpose of your
message.
Attention
To make communication effective,
Concise
the receiver’s attention should be drawn
Keep to the point and keep your message
towards the message. People are different
short and simple.
in behavior, attention, emotions etc. so they
may respond differently to the message.
Concrete
Subordinates should act similarly as per the
Be clear, not fuzzy. Provide detail, but not
contents of the message. The acts of a
too much detail.
superior also draw the attention of
subordinates and they may follow what they
Correct
observe. For example, if a superior is very
Make sure your message is accurate and
punctual in coming to the office then
grammatically correct.
subordinates will also develop such habits.
It is said that ‘actions speak louder than
Coherent
words.
Make sure your message flows well and laid
out logically.
Feedback
There should be feedback
Complete
information from the recipient to know
Ensure the recipient has everything they
whether he has understood the message in
need to understand.
the same sense in which the sender has
meant it.
Courteous
Your message should be polite, friendly,
Informality
professional, and open.
Formal communication is generally
used for transmitting messages and other
information. Sometimes, it may not achieve
the desired results, so informal
PRINCIPLES OF COMMUNICATION communication may prove effective in such
situations. Management should use informal
Clarity speech for assessing the reaction of
The idea or message should be employees towards various policies. Senior
clearly laid out. It should be worded in a way management may informally convey certain
that the receiver understands the same decisions to the employees for getting their
thing the sender wants to convey. There feedback. So, this principle states that
should be no ambiguity. Keep in mind that informal communication is as important as
the words do not speak for themselves, but formal communication.
the speaker gives them the meaning. A Consistency
 Communication should always be and to utilize this understanding to make
consistent with the policies, plans, programs ethical choices.
and objectives of the organization and not in Ethics is fundamental to thoughtful
conflict with them. The subordinates would decision-making and responsible thinking. It
be confused and they may not implement is about developing and nurturing
them properly. Such a situation will be relationships and building communities
detrimental to the interests of the within & across contexts, cultures, channels,
organization. and media. It helps you be responsible for
the message you convey to others and the
Timeliness short-term / long-term consequences of
Communication should be done at your communication.
the proper time so that it helps in
implementing plans. Any delay in
communication may not serve any purpose
rather decisions become of historical
ISSUES ON ETHICAL
importance only. COMMUNICATION

Adequacy
1.​ Turn-Taking
The information communicated
Know when to start and finish your turn to
should be adequate and complete in all
talk in conversation. This is important in
respects. Inadequate information may delay
spoken discourse.
action and create confusion. Inadequate
information also affects efficiency of the
2.​ Gender and Sexual Orientation
receiver. So adequate information is
(Sexist Language)
essential for taking proper decisions and
Examples of sexist language:
making action plans.
- Excludes “women” or renders them
invisible
- Singular masculine pronouns (he, him, his)
- Terms ending in “-man” to refer to
ETHICS functions that may be performed by
– It maintains the balance between individuals or either sex
speaking and listening
– Makes sure of fairness, integrity, and 3.​ Race and Ethnicity (Racism)
completeness of information in Avoid derogatory terms to label
communication people outside of a culture or group. It
– Promotes politeness and turn-taking to denigrates a person because of race.
AVOID: undermining culture, gender, race, Language is evolving and
social class, age, disabilities, idiosyncrasies, context-dependent, so when unsure what
and opinions language to use, consult professors,
classmates, and current academic readings.
Ethics follow certain codes that are
guidelines in making decisions, to tell the
difference between the “right” and “wrong”,
4.​ Disabilities
Talk to persons with disabilities:
- In the same way you talk to anyone else
with a normal tone of voice
- Avoid being self-conscious about your use
of words
- As adults and talk to them directly instead
of the person they are with
- Ask if they need assistance and do not
assume that they need help until you ask
- Use “people-first” language and refer to
them as “a person with disability” instead of
“disabled person” or “the disabled”
- Take strategies that will ensure they know
you mean well, such as sitting or standing at
eye level when you talk to them and making
appropriate eye contact