Table of Contents

Page
T IT LE PAG E i
TA B L E O F CO N T E N T S 1
I N T RO D U C T I O N 3
SYLLABUS 4

I N T RO D U C T I O N TO C O M M U N I C AT I O N 22
MODULE 1

L E S S O N 1: Nature, Definitions and Components of 22

Communication
33
L E S S O N 2: The Process and Elements of Communication
56
L E S S O N 3: Principles of Communication
62
L E S S O N 4: Ethics of Communication

C O M M U N I C AT I O N A N D G L O BA L I Z AT I O N
MODULE 2

L E S S O N 1: Communication and Technology

L E S S O N 2: Introduction to Globalization
L E S S O N 3: Impacts of Globalization to Communication
L E S S O N 4: Impacts of Globalization to Global
Communication

L O C A L A N D G L O B A L C O M M U N I C AT I O N I N
MODULE 3

M U LT I C U LT U R A L S E T T I N G
L E S S O N 1: Diversity and the Global Community
L E S S O N 2: Cultural Awareness and Sensitivity
L E S S O N 3: Gender Sensitive Language and Political
Correctness
L E S S O N 4: Varieties and Registers of Spoken and
Written Language

E VA LUAT I N G M E S S A G E S AND
MODULE 4

C O M M U N I C AT I O N A I D S A N D S T R AT E G I E S
L E S S O N 1: Linguistic and Online Landscapes, and
Geosemiotics
L E S S O N 2: Kinds of Signs
L E S S O N 3: Kinds of Communication Strategies
L E S S O N 4: Factors in Developing Communication
Strategy

1
MODULE 5 C O M M U N I C AT I O N F O R VA R I O U S P U R P O S E S

L E S S O N 1: Purposes of Communication
L E S S O N 2: Preparing a Speech and Oral Report
L E S S O N 3: Informative, Persuasive Communication and
Public Speaking
L E S S O N 4: Workplace Communication
L E S S O N 5: Business Letters, Memos, Minutes and
Incident Reports
L E S S O N 6: Interview

C O M M U N I C AT I O N F O R A C A D E M I C
MODULE 6

PURPOSES
L E S S O N 1: Basics of Writing, Academic Research and

Documented Essay in the 21st Century

L E S S O N 2: Critical Thinking, Collaboration and the
Writing Process
L E S S O N 3: Concepts of Social and Cultural Significance
L E S S O N 4: Writing about Concepts

REFERENCES 68

2
Introduction
“To effectively communicate, we must realize that we are all different in the way
we perceive the world and use this understanding as a guide to our communication
with others.”- Anthony Robbins

Communication in the 21st century has become much complex than it was
decades past. The continuous development in human society allowed for individuals
to form communities. The first development was the appearance of language.
Though limited with grunts and sounds, and gestures, it is by no means null. This
allowed for homo sapiens to collaborate in hunting. The next development was the
invention of the written language. With materials available, communication
traversed through time and space. Knowledge could now be passed and preserved
not only through oral tradition but also through materials available around (e.g.
wood, clay, etc.). The third development that significantly changed communication
from the last two developments was printing. Printing made it possible to make
identical copies of documents and distribute it far and wide. It was considered as the
first technology to communication then. This technology was further developed when
communication had been able to reach distances without physically moving for it to
take place. In the past, postal services and transportation made it possible for
artifacts to be delivered to different places. However, the critical fourth development
made communication easier. The electronic communication like the telegraph to
telephone, fax machines and now the internet revolutionized communication.
This module is about writing, speaking and presenting to different audiences and
for various purposes that will aid the student to have a deeper understanding of
effective communication using English. It aims to develop students‘ communicative
competence and enhance their cultural and intercultural awareness through
multimodal tasks by providing them opportunities for communicating effectively and
appropriately in multicultural contexts.
The knowledge and skills that the students are expected to gain from this module
may be used in their academic endeavors, in their chosen disciplines, and in their
future careers as they compose and produce relevant oral, written, audio-visual, and/
or web-based output for various purposes complying with the provisions of C . M . O.
20, series of 2013, and guided by the content of the syllabus from the Commission on
Higher Education.

-R M M T, 2020

3
Syllabus
P O LY T EC H N I C U N I V ERS I T Y O F T H E P HILIPPINES
College of Education
SANTA ROSA C A M PUS

C O U R S E TITLE : Purposive Communication

COU R S E CODE : G E E D 10063
C R E D I T UNITS : 3.0 units, 3 hrs./week (18 weeks, 54 hrs. in total)
COURSE : None
PR ER EQU IS IT E
: Purposive Communication is a three-unit course that develops
student‘s communicative competence, and enhances their cultural and
intercultural awareness through multimodal tasks that provide them
opportunities for communicating effectively and appropriately to
multicultural audience in local or global contexts with focus on the
effective use of the English Language, the world‘s Lingua Franca. It
equips students with tools for critical evaluation of a variety of texts and
focuses on the power of language and the impact of the images to
COURSE emphasize the importance of conveying messages responsibly. The
knowledge, skills, and insights that students gain from this course may
DES C R IPT ION be used in their other academic endeavors, their chosen disciplines, and
their future careers as they compose and produce relevant oral, written,
audio-visual, and/ or web-based output for various purposes. It also
aims to familiarize learners on the varieties of Englishes and lexicons
from different English-speaking countries for effective global
communication.

Institutional Learning Program Outcomes Course Outcomes

Outcomes
1. Creative and Critical After the finishing the BSE At the end of the course, the
Thinking English/ BSE Math/ TLE/ students are expected to:
Graduates use their BSIE, BSCP, BSA, BSMM and
imaginative as well as a BSE C E program, its graduates K N OW L E D G E
rational thinking are expected to: 1. Describe the nature,
abilities to life elements, and
situations in order push 1. Articulate a functions of verbal
boundaries, realize comprehensive and and nonverbal
possibilities, and deepen contextualized communication in
their interdisciplinary understanding of various multicultural
and general English Language contexts;
understanding of the system and their 2. Explain how cultural
world. development; and global issues
affect communication;
2. Effective 3. Describe the different
2. Communicate in communication
Communication English fluently,
Graduates are proficient climates of ENL,
accurately, ethically, E S L , and EF L
in the four macro skills and creatively in
in communication contexts;
diverse social cultural,
(reading, writing, academic, and 4. Determine and use
listening, and speaking) professional settings; culturally and
and are able to use politically
these skills in solving appropriate terms,

4
 problems. Making 3. Demonstrate leadership expression, and
decisions, and and organizational images in the English
articulating thoughts skills in English language
when engaging with language learning in 5. Compare and
people in various the diverse local and contrast varieties of
circumstances. global social, cultural, English lexicons for
academic, and global,
3. Strong Service professional settings; communication;
Orientation 6. Evaluate multimodal
Graduates exemplify 4. participate effectively texts critically to
the potentialities of an in multimodal enhance receptive
efficient, well-rounded communication (listening, reading,
and responsible situation where viewing) skills; and
professional deeply language system vary; 7. Determine academic
committed to service text
excellence. 5. produce well-written structure/discourse
texts for various in English.
4. Community academic and
Engagement professional purposes; S KI L LS
Graduates take an 8. Convey ideas
active role in the 6. lay groundwork for through oral, audio-
promotion and advanced and visual, and/or web
fulfillment of various continuous studies on based presentations
advocacies (educational, the English language for different target
social and and its varieties used in audiences in local
environmental) for the diverse local and global and global setting
advancement of context; and using appropriate
community welfare. English language
7. Integrate technology in registers;
5. Adeptness in the teaching and learning 9. Create clear,
Responsible Use of English. coherent , and
Technology Graduates effective
demonstrate optimized communication
use of digital learning materials;
abilities, including 3. Present ideas
technical and numerical persuasively using
skills. appropriate tone,
style, and reference
6. Passion to Lifelong styles in English;
Learning and
Graduates are enabled 4. Write and present
to perform and function academic papers
in the society by taking using appropriate
responsibility in their tone style, and
quest to know more reference styles in
about the world through the English language
lifelong learning.
VA LU E S
7. High Level of 5. Adopt cultural, and
Leadership and intercultural
Organizational Skills awareness and
Graduates are sensitivity in
developed to become the communication of
best professionals in ideas;
their respective 6. Appreciate the
disciplines by differences of the
manifesting the varieties of spoken

5
 appropriate skills and and written English;
leaderships qualities. 3. Adopt awareness of
audience and context
8. Sense of Personal in presenting ideas of
and Professional materials in the
Ethics English language ;
Graduates show and
desirable attitudes and 4. Appreciate the impact
behavior either in their of communication to
personal and different societies and
professional the world.
circumstances.

9. Sense of National and

Global
Responsiveness
Graduates‘ deep sense
of national compliments
the need to live in a global
village where one‘s
culture and other people
culture are respected.

Course Plan

Week Topic Learning Methodology Resources Assessment

Outcomes
Week 1 A.Course Describe Lecture and Course syllabus Quizzes
orientation the nature class L C D projector or manila and seatwork
and discussion on identifying
1. Missio function of elements and paper elements
n verbal and types of 1. Audio and/ or or
and Vision nonverbal communicatio videos clips of communicatio
of the PUP communic n various media n
2. Course ation (e.g., TV ( e.g., sender,
content in Group work on message,
multicultu identifying commercials,
and movies, newscasts, channel
requireme ral elements of
contexts of communicatio etc.) ,receiver,
nts
both n in various 2. Texts from effect)
3. Classroom English texts. newspapers,
policies and
and non- magazines,
Simulation of
regulation English authentic journals
4. Grading speaking scenarios Course Module
countries involving the Resources:
system in various 1. Hill, A. and Leigh-
the elements of
world. Hunt, N. , 2016.
Communicatio
B.Communica- n Principles,
tion process, Theories And
principles, and Methods Of
ethics of
English and Effective
non-English Communication
Speaking (Written And
Countries Oral) In General,
And In A
Management
Context. [online]
Health
Knowledge.

6
 Available at: <
https://www.healt
hknowledge.org.uk
/public-health-
textbook/organisat
ion-
management/5a-
understanding-
itd/effective-
communication >
[Accessed 13 May
2020].

2. Promeng.eu. 2010.
Effective
Communication
Skills. [online]
Available at:
<http://promeng.e
u/downloads/traini
ng-
materials/ebooks//
soft-
skills/effective-
communication-
skills.pdf>
[Accessed 13
May
2020].

3. Bernales, R.,
Balon, W. and
Biligan, R., 2018.
Purposive
Communication:
In Local And
Global Contexts.
Malabon City:
Mutya Publishing
House, Inc.

4. Mercado, Ma.
Cristina et.al.
(2018). Purposive
Communication:
Connecting to the
World Mutya
Publishing House
Inc.

Week 2 Communication Explain Class L C D projector or manila Reaction

and how discussion of paper paper and/or
globalization cultural essay, ―Flight discussion
and global from 1. Audio and/ forum on the
issues Conversation,‘‘ or impact of
affect or videos, videos clips of various globalization
communic ―Connected media (e.g., on how people
ation. but alone,‖ and TV communicate
commercials, movies,

7
Appreciate ―How Social newscasts, and vice
the impact Media can etc.) versa.
of make history,‘‘
communic or ―Wiring a 2. Texts from
ation in web for global newspapers, Short Debate
various good.‘‘ magazines, between the
societies notion
journals ―Connecting
and the Course Module
world. and
Resources Conversation
1. ― Communicating
a multicultural
society and
world‖[pdf]
2. Turkle, S.,
2012.
Opinion | The Flight
From Conversation.
[online]
Nytimes.com.
Available at: https:
//www.nytim es.co
m/2012/04/22/ opi
nion/sunday/th e-
flight-from-
conversation.html?
searchResultPositi
on=1 [Accessed 13
May 2020].
3. Turkle, S., 2012.
Connected, But Alone?.
[video] Available at:
https://www.ted.co
m/talks/sherry_tur
kle_connected_but
_alone/transcript?l
anguage=en
[Accessed 13 May
2020].
4. TED Talks. (2009).
How Social Media
Can Make History
[Video]. Retrieved
29 May 2020, from
https://www.ted.co
m/talks/clay_shirk
y_how_social_medi
a_can_make_histo
ry?language=en.
5. TED Talks. (2009).
Wiring a Web for
Global Good
[Video]. Retrieved
29 May 2020, from
https://www.ted.co
m/talks/gordon_br
own_wiring_a_web
_for_global_good?l

8
 anguage=en.
Week 3 Global cultural Describe Presentation L C D projector Reflection
climate the and Class 1. Videos of speakers paper on the
communic discussion of from English- importance of
ation assigned Micro speaking countries the one‘s
climate of Case Studies (available via awareness of
the YouTube) Hand- the cultural
different outs on climate of
countries communication different
when climate English
using both Course Module speaking
their Handout on Global countries.
mother
tongue and Communication and Cross
Group
the Cultural Competence: Presentation
English Micro- Case Studies for of Micro
Language Today‘s World Studies
as Lingua assigned with
Franca artful
Resources:
presentation
1. Micro Case of objects that
Studies: would best
Barker, speak of the
Kimberley; Day, researches
Christine R.; Day, Deanna
L.; Kujava, Elizabeth R.;
Otwori, Juliette; Ruscitto,
Robert A.; Smith, Alex;
and Xu, Tianjiao (2017)
"Global Communication
and Cross-Cultural
Competence: Twenty-First
Century Micro-Case
Studies," Global
Advances in Business and
Communications
Conference & Journal:
Vol. 6: Iss. 1, Article 5.
Available at: http://commo
ns.emich.edu/
gabc/vol6/iss1/5 or at http
s://pdfs.semanticschol ar.o
rg/163e/0fcbfd9845b7b
bd0413e644c452894ecc78
a
.pdf
2. Bernales, R.,
Balon, W. and
Biligan, R., 2018.
Purposive
Communication:
In Local And
Global Contexts.
Malabon City:
Mutya Publishing
House, Inc.
3. Mercado, Ma.
Cristina et.al.
(2018). Purposive
Communication:

9
 Connecting to the
World Mutya
Publishing House
Inc

Week Local and Determine Lecture and L C D projector Quiz and

4-5 global culturally- class 1. Films or videos seatwork on
communication and discussion on showing students/ using
in multicultural politically- using speakers from culturally
settings appropriat culturally- and different cultures, appropriate
e terms politically- regions terms,
expression appropriate communicating in expressions,
s, and terms, a multilingual and images;
images expressions, setting (.e.g. Lost varieties and
(sensitivity and images; in Translation, registers of
to the varieties and The joy Luck Club, language
gender, registers of My Big Fat Greek
race, class, language Wedding) Researches
etc.) Course Module and reports
Researches/academic on various
papers on local and global cultural and
communication in intercultural
multicultural setting modes of
communicatio
Resources n (e.g.,
1. TED Talks. (2009). words/gesture
Pop Culture in the s used in a
Arab World particular
[Video]. Retrieved region or
29 May 2020, from country to
https://www.ted.co show respect)
m/talks/shereen_el and/or
various issues
_feki_pop_culture_ in
in_the_arab_world communicatio
?language=en. n (e.g., use of
2. Bernales, R., politically
Balon, W. and correct words
Biligan, R., 2018. in today‘s
Purposive world; gender
Communication: sensitivity
In Local And through
Global Contexts. language)
Malabon City:
Mutya Publishing
House, Inc.
3. Mercado, Ma.
Cristina
et.al.(2018).
Purposive
Communication:
Connecting to the
World Mutya
Publishing House
Inc.

Week 6 Varieties and Adopt Class L C D projector, laptop, Infomercial

registers of cultural discussion of speakers on the
spoken and and cultural varieties of

10
written English intercultur appropriatenes Course Module the English
language al s in Images of people language
awareness communicatin communicating in
and g as tackled in different languages
sensitivity film/video Posting of
in Infomercial
Resources: online to
communic
ation of 1. Youssef, S. check the
ideas when (2015). number of
using the «It ain‘t right, viewers and
English innit?» – About likers
language language register influenced by
and its in English. CELSA the activity
varieties Accents. Retrieved
29 May 2020, from
https://celsalangue
s.wordpress.com/2
015/01/29/it-aint-
right-innit-about-
language-register-
in-english/.
2. Language Register
- Formal,
Informal, and
Neutral. Really-
learn-english.com.
Retrieved 29 May
2020, from https://
www.really
-learn-
english.com/langu
age-register.html.
3. Hickey, R. (2020).
Studying Varieties
of English, (c)
Raymond Hickey.
Uni-due.de.
Retrieved 29 May
2020, from https:
//www.uni- due.
de/SVE/ .
4. Scott, J . Varieties
Of English – ICAL
T E F L . ICAL
T E F L . Retrieved
29 May 2020, from
http://www.icaltefl
.com/category/vari
eties-of-english.
5. Clark, U. (2014).
Which variety of
English should
you speak? |
British Council.
Britishcouncil.org.
Retrieved 29 May
2020, from https://
www.britis
hcouncil.org/voices

11
 -magazine/which-
variety-english-
should-you-speak.
6. Bernales, R.,
Balon, W. and
Biligan, R., 2018.
Purposive
Communication:
In Local And
Global Contexts.
Malabon City:
Mutya Publishing
House, Inc.
7. Mercado, Ma.
Cristina et.al.
(2018). Purposive
Communication:
Connecting to the
World Mutya
Publishing House
Inc.

Week 7 MIDTERM
Week World Compare Exercise on L C D projector, speakers Quiz and
8-9 Englishes and and culturally- 1. Lecture videos on seatwork on
global contrast appropriate World Englishes using
communication World terms, culturally
Englishes expressions, appropriate
in terms of and images Course Module terms,
lexicon through a Brainstorming on list of expressions,
and short role play English words from and images,
semantics different English-speaking varieties and
countries registers of
Interview
Use the invited language
variety of speakers/stude Resources:
English in nts to monitor 2. Kirkpatrick, A.
different the (2007). ―World
context occurrences of Englishes:
World English Implications for
usage International
Communication
and English
Language
Teaching. ―
English in the
World Global
Rules, Global
Roles. Cambridge
University Press.
3. Bernales, R.,
Balon, W. and
Biligan, R., 2018.
Purposive
Communication:
In Local And
Global Contexts.
Malabon City:
Mutya Publishing

12
 House, Inc.
4. Mercado, Ma.
Cristina et.al.
(2018). Purposive
Communication:
Connecting to the
World Mutya
Publishing House
Inc.

Week Evaluating Evaluate Lecture and L C D projector, speakers Invitation for

10-11 messages multimoda class 1. Lecture videos on people to join
and/or images l text discussion on cause-
(e.g., pictures, critically to critical World Englishes oriented
illustrations) of enhance reading and events using
different type of receptive listening Course Module Authentic various media
texts reflecting (listening, texts about cultural such as e-
different reading, Exercise on sensitivity form various mail, social
cultures viewing) analyzing media (text messages, e- media, print,
(regional, Asia, skills content of mail messages, social and/or
Western, etc.) various texts media messages, electronic
1. What is Convey newspaper, magazine, advertisemen
the ideas and journal articles, print ts.
messag through and electronic
e? oral, advertisement Samples:
2. What is audio- 1. Cross Cultural Write a 3-5
the visual Situation. [Image]. paragraph
purpose and/or Retrieved 29 May essay
of the web-based 2020, from https:// answering
messag presentati the following
e? ons for mindspacei question:
3. How is different ntuition.files.word 1. How is
the target press.com/2015/01/
audience communicatio
messag cross-cultural.jpg. n related to
in local 2. Indian Goddess in
e and global cultural
conveye settings Burger King diversity?
d by the using advert. [Image].
appropriat Retrieved 29 May
test e registers
and/or 2020, from https://
in the
image? English i.telegraph. co.uk/
4. Who is language. multimedia/
the archive/01440/bur
target Adopt ger_1440211c.jpg.
audienc awareness Resources:
e of the of 3. Bernales, R.,
messag audience Balon, W. and
e? and Biligan, R., 2018.
5. What context in Purposive
other presenting Communication:
ways of ideas. In Local And
presenti Global Contexts.
ng the Malabon City:
messag Mutya Publishing
e are House, Inc.
there?
4. Mercado, Ma.
Cristina et.al.
(2018).
Purposive

13
 Communication:
Connecting to the
World Mutya
Publishing House
Inc.

Week Communication Convey Lecture and L C D projector, speakers Oral, audio-

12 aids and ideas class 1. Texts, video/audio visual, and/or
strategies using through discussion on clips from various web-based
tools of oral, preparing sources presentations
technology audio- audio visual to promote
visual, and web-based Course Module cultural
and/or presentations values (e.g.,
web Resources: respect for
based Group work 1. elders,
presentati and class O'Brien, A. bayanihan
ons for discussion on (2018). spirit, etc.)
different identifying creating
target problems with multimodal texts.
audiences the research creating
in local presentation multimodal texts.
and global in the video. Retrieved 29 May
settings 2020, from https://
using creatingmu ltimoda
appropriat ltexts.com/.
e registers. 2. Undergraduate
Students
Adopt Unwittingly
awareness Subjected to
of World's Worst
audience Research
and Presentation.
context in (2012). [Video].
presenting Retrieved 29 May
ideas 2020, from https://
www.youtu be.com
/watch?v=n SGqp4-
bZQY&feature=em
b_title.
3. Bernales, R.,
Balon, W. and
Biligan, R., 2018.
Purposive
Communication:
In Local And
Global Contexts.
Malabon City:
Mutya Publishing
House, Inc.
4. Mercado, Ma.
Cristina et.al.
(2018). Purposive
Communication:
Connecting to the
World Mutya
Publishing House
Inc.
5. Adler,R.,

14
 Elmhorst,
J.M.,&Lucas,K.
(2012).
Communicating
at
work: Strategies
for success in
business and the
professions. NY:
McGraw Hill
Week Communication Convey Lecture and L C D projector or manila Public
13-14 for various ideas class paper announcemen
purposes through discussion on 1. Sample texts ts
oral, informative, (inquiry letter, (audio/video,
1. To audio- persuasive, and social media)
police reports,
obtain, visual, argumentative political speeches, about
provide, and/or communicatio letters of disaster
and web-based n appreciation, etc.) preparedness
dissemi presentati Samples:
ons for Lecture and Editorial
nate different Gocivilairpatrol.co
discussion of m. Retrieved 29 May about
informa target types of environmenta
tion audiences speeches and 2020, from https:// l issues
2. To in local public www.gocivi lairpatr
persuad and global speaking ol.com/med ia/cms
/L2L_Mod2_ Formal One-
e and settings (memorized Minute
argue using impromptu, Ch8_Effective_Co
mmunicatio_63AF Speech based
appropriat extemporaneo on current
e registers us) CA8970D43.pdf.
issues
Course Module (Extemporane
Create Short exercises ous)
clear, asking for Resources:
coherent information
and 2. Lucas, S.
through
effective inquiry letter (2011).
communic or interview, The art of public
ation response to speaking. NY:
materials queries, McGraw Hill.
using incident (see also:
English reports https://www.acade mia
language. .edu/40918025/
The_Art_of_Public
Present _Speaking_12th_E
ideas dition)
persuasive 3. TEDx
ly using
appropriat Talks. (2013).
e language The Most
registers, Important Thing
tone, facial Cannot be Said:
expression Eddie Calasanz at
s and TEDxADMU
gestures
[Video]. Retrieved
29 May 2020, from
Adopt https://www.youtu
awareness be.com/watch?v=v
of vsziU1cVHw.
audience 4. Bernales, R.,
Balon, W. and
Biligan, R., 2018.
Purposive
Communication:

15
 and In Local And
context in Global Contexts.
presenting Malabon City:
ideas in Mutya Publishing
communic House, Inc.
ating ideas 5. Mercado, Ma.
Cristina et.al.
(2018).
Purposive
Communication:
Connecting to the
World Mutya
Publishing House
Inc.

Week Communication Create Lecture and L C D projector or manila Handwritten

15 for work clear, class paper drafts of
purposes (e.g. coherent discussion on letters
healthcare, and effective 1. Kangas, G . Computerized
education, effective communicatio (2012). letters edited
business and communic n and oral Giving by peer
trade, law, ation presentations Presentations Written
media, science materials. in the Worth Listening to and/or oral
and technology) workplace [Video]. Retrieved presentation
Present 29 May 2020, from (group
ideas Analysis of https://www.youtu reporting) of
persuasive different be.com/watch?v=N a medical
ly using communicatio UXkThfQx6A. case/ business
appropriat n materials Course Module proposal/
e language Sample communication media
registers, Writing materials from different campaign
tone, facial exercises on workplace settings (e.g. proposal/
expression communicatio minutes, memo, requests, program or
s and n materials for business/technical/inciden project
gestures the workplace t reports, letters) proposal for
(e.g. minutes, addressing a
Adopt memo, Resources: health
awareness requests, 1. Sample-meeting- issue/problem
of business/techn minutes. (n.d.). using
audience ical/incident, yumpu.com. https: communicatio
and reports, //www.yump u.co n aids and
context in letters) m/en/documen t/ strategies –
presenting view/35217881/s tools of
ideas ample-meeting-
minutes technology)
2. Bernales, R.,
Balon, W. and
Biligan, R., 2018.
Purposive
Communication:
In Local And
Global Contexts.
Malabon City:
Mutya Publishing
House, Inc.
3. Mercado, Ma.
Cristina et.al.
(2018). Purposive
Communication:

16
 Connecting to the
World Mutya
Publishing House
Inc.

Week Communication Write and Lecture and L C D projector or manila Analysis

16-17 for academic present class paper papers (e.g.
purpose (e.g. academic discussion on 1. Kangas, G . (2012). literary
research-based papers effective analysis,
journal or using communicatio Giving political,
magazine appropriat n and oral Presentations science
articles, etc.) e tone, presentations Worth Listening to analysis
style, and for academic [Video]. Retrieved paper) and/or
reference purposes 29 May 2020, from technical
styles. https://www.youtu papers (for
Independent be.com/watch?v=N journal
Adopt research (topic UXkThfQx6A. article) on
awareness proposal, Course Module political,
of literature social,
audience review, data Resources: cultural,
and gathering, 1. Bullock, R., economic, or
context in data analysis) Goggin, M. D., & health
presenting Weinberg, F. environment
ideas (2016). The Norton issue
field guide to
Convey writing with Academic
ideas readings and presentations
through handbook. W. W. (e.g. paper
oral, Norton. presentations
audio- 2. Bullock, R. & for a
visual, Goggin, M. (2013). local/internati
and/or The Norton Field onal
web-based Guide to Writing conference,
presentati 3rd edition. W.W. lecture
ons for Norton and presentations
different Company for a
target See: http://english2 local/internati
audiences 8- payte.weebly.co onal forum) of
in local m/ uploads/3/8/2/ analysis/tech
and global 9/38 294063/norto nical paper
settings nfield guide2.pdf
using 3. Reich, Brian. Final project:
appropriat (n.d.). Academic Multimodal
e registers Presentations. https advocacy
://www4.stat. ncsu campaign
.edu/~reich/st 810 (print, audio,
A/oral.pdf visual, web-
4. Edwards, Paul. based)
(2014, October). addressing
How to Give an current issues
Academic Talk,. h tackled in
ttps://pne.people. s previous
i.umich.edu/PDF/ tasks
howtotalk.pdf
5. Bernales, R.,
Balon, W. and
Biligan, R., 2018.

17
 Purposive
Communication:
In Local And
Global Contexts.
Malabon City:
Mutya Publishing
House, Inc.
6. Mercado, Ma.
Cristina et.al.
(2018). Purposive
Communication:
Connecting to the
World Mutya
Publishing House
Inc.

Week F I NA L EXAM
18

Suggested Readings and References

Adler, R. , Elmhorst. J . M., & Lucas, k (2012) Communicate at work: Strategies for success in business
and the professions. N Y : McGraw Hill
Baker, W. (2o12). From cultural awareness to intercultural awareness: culture in E LT. E LT Journal,
66(1), 62-70.
Bernales, R. , Balon, W. and Biligan, R. , 2018. Purposive Communication: In Local And Global Contexts.
Malabon City: Mutya Publishing House, Inc.
Biber, D.. & Conrad S . (2009). Register, genre and style. Cambridge: Cambridge University
Bullock, R. & Goggin, M. (2013). The Norton Field Guide to Writing 3rd edition. W.W. Norton and
Company (See: http://english28-payte.weebly.com/uploads/3/8/2/9/38294063/nortonfieldguide2.pdf)
Bullock, R. , Goggin, M. D., & Weinberg, F. (2016). The Norton field guide to writing with readings
and
handbook. W. W. Norton.
Chase, r. &Shamo, S . (2013) .Elements of Effective Communication, 4th ed. Washington, Utah:
Plain
and Precious Publishing.
Dainton, M. &Zelley E . (2015) .Applying communication theory for professional life. A practical
introduction, 3rd ed. Sage Publishing.
Kirkpatrick, A. (2007) . ―World Englishes: Implications for International Communication and English
Language Teaching. ― English in the World Global Rules, Global Roles. Cambridge University Press.
Lucas, S . (2011). The art of public speaking. N Y: McGraw Hill. (see also: https://www.academia.edu/
40918025/The_Art_of_Public_Speaking_12th_Edition)
Mooney, A. Peccei, J . S . , La Belle, S. , et al, (2010) ,Language , society and power: An introduction, 3rd ed.
London Routledge.

Other References
Axelrod,R.B. & cooper, C . R . (2011). Axelrod and Cooper‘s Concise Guide to Writing, 5th Ed. Boston:
Bedford/St. Martin‘s
Gepila, J r. , E . C . (2014) . Examining the Composition Writing Competency of P U P Laboratory High
School Grade Seven Students for Improving Teaching Writing Methodologies.
Unpublished Master‘s Thesis. Philippine Normal University ,Taft , Manila.
Mercado, Ma. Cristina et.al.(2018). Purposive Communication: Connecting to the World Mutya
Publishing House Inc.
Solomon, B. A. & Felder, R. M. (2009). Index of Learning Style Questionnaire. www.engr.ncsu.edu
Reich, Brian. (n.d.). Academic Presentations. https://www4.stat.ncsu.edu/~reich/st810A/oral.pdf
Edwards, Paul. (2014, October). How to Give an Academic Talk, https://pne.people.si.umich.edu/
PDF/howtotalk.pdf

18
 Course Grading System
Display and definition of the approved university grading system for the course
MIDTERM G R A D E 50% F I NA L G R A D E 50%
Class standing 70% Class standing 70 %
Recitations/class participation Recitations/class
Quizzes participation
Activities Quizzes
Attendance Activities
30% Attendance 30 %
Midterm
Midterm
examinations
examinations
100 %
TOTAL

Classroom Policy
AT T ENDA NC E
1. Students are required to attend classes regularly and punctually starting from the first day of
school.
2. A ten minute grace period will be given for the student before it will be considered late. Three
(3) times late is considered one (1) absence. The student will be considered absent if the
student does not arrive 30 minutes after the class starts.
3. [Online/ Distant learning] Student must attend the orientation session that is scheduled on
the first meeting of the classes.
4. [Online/ Distant learning] Student is required to log on weekly and review the week‘s course
material. Individual assignments or Internet assignments are due each week. Attendance will
be taken based on the student‘s submission of weekly assignments. Failure to submit an
assignment when due is considered absent for that week.
5. [Face to Face/ Online/ Distant learning] The instructor is authorized to drop any student
exceeding the required number of absences [9 hours or 3 class periods].
6. [Online/ Distant learning] The instructor will also check the attendance to the class by
checking student‘s postings and responses to assignments

C L A S S D I S C U S S I O N FO RU M [Online/ Distant Learning]

1. Class ―periods‖ are scheduled to end at 6:00 p.m. on Monday. Discussion Forum reading and
response assignments for the class period must be completed by those date/times. A student
will be required to answer some specific questions about the individual reading assignments
and respond to at least 3 classmate responses (though you may respond to more). All
responses, both to the questions and classmates, must be detailed, developed, and stylistically/
technically sound. No text shortcut or emojis will be accepted as a response [This is after all an
English course]. The grade for this are will be determined by both the quantity and quality of
the answers and responses. Therefore, the student must demonstrate a thoughtful
consideration of both readings and the classmates‘ responses. In addition, the student‘s course
attendance is determined by his timely and regular contribution to the discussion forum. All
reading assignments for the course are listed by date/ week on the course syllabus, and the
questions for each reading selection are listed in the Assignments section. Late posts to the
Discussion Forum will be penalized.

AC A D E M I C INTEGRITY
1. Academic integrity is a responsibility of all university faculty and students. Faculty members
promote academic integrity in multiple ways including instruction. Academic dishonesty like
cheating and plagiarism is not tolerated. Cheating includes but is not limited to (1) using or
attempting to us unauthorized materials to aid in achieving a better grade on a component of a
class; (2) falsification or invention of any information including citations, on an assignment or
exercise; and/ or (3) helping or attempting to help another in an act of cheating or plagiarism.
Plagiarism is presenting the words or ideas of another person as if they were your own.
Examples of plagiarism are (1) submitting an assignment as if it were one's own work when, in
fact, it is at least partly the work of another; (2) submitting a work that has been purchased or

19
 otherwise obtained from an Internet source or another source; and (3) incorporating the words
or ideas of an author into one's paper without giving the author due credit.

S T U D E N T BEHAVIOR
1. Use of mobile phones, laptops, table, etc. in class is not allowed.
2. Tardiness and Inattentiveness (sleeping, talking among class members, working on activities
unrelated to class) is not allowed.
3. Use of profanity or insensitive language is also not allowed. Other students deserve respect
and support
4. Respect your instructor. Openly challenging the instructor's knowledge or authority in the
classroom is not appropriate. If you take issue with the instructor's information or
instructional methods, make sure that your comments are made without confrontation or
antagonism. You may want to discuss your issues with her or him privately.

M A K E U P TEST
1. Make-up test may be scheduled in cases of a serious illness, death in the immediate family, or
official school business prevents you from completing a test or in-class writing lab AND if you
notify the instructor within O NE CLASS DAY of the absence. The student must present a
doctor‘s certificate and an excuse letter from his guardian.

Consultation Time

1. Consultation time is set based on the class schedule assigned. Should a student want to
discuss a particular problem with the instructor or vice versa, the student may schedule a
meeting with the instructor outside class time.
2. For online/ distant learning, the instructor will only respond to messages or queries from
8:00
a.m. to 6:00 p.m. No messages will be entertained beyond those hours.

Prepared by: Reviewed by:

Rocio Marie M. T ejido Prof. ,

Faculty Member from the Santa De pa rtment/Academic Program
Rosa Campus Head

Recommending Approval:

Prof. Charito A. Monteayor

Director, PUP Santa Rosa
Campus

Approved by:

Prof.

, MBA
Vice President for Academic Affairs/
Vice President for Branches and Satellite
Campuse s

Revised May 2020

20
 Overview
All of us are constantly in a state of giving and receiving communications.
Problems arise when one does not receive, or understand, the message sent in the
communication as it was intended, or when one subconsciously sends a nonverbal
message that contradicts the spoken word. This module attempts to help students
understand the importance of good communications skills at school and at work. It
will focus on (1) the understanding of communication and its components, (2) the
process and elements of communication, (3) the principles behind it, and (4) ethics of
communication.

Module Objectives:
After a successful completion of this module, the student should be able to:
1. Describe the nature, components, process, principles and ethics of
communication in various multicultural contexts.
2. Understand the importance of good communication skills
3. Understand how nonverbal communication skills affect their overall
communications in the classroom and at work
4. Use effective listening techniques
5. Use proper oral communication skills

Course Materials:
1. Module 1 – Communication Skills
2. Overhead projector as needed
3. Audio and/ or videos clips of various media (e.g., TV commercials, movies,
newscasts, etc.)
4. Texts from newspapers, magazines, journals

21
 Module 1

Introduction to
Com m un i ca ti on
L EA R NI N G OUTCOMES

After the learning engagements, the learners will be able to:

1. Define communication
2. Identify and explain the various communication modes and
how they help in expressing one‘s communication intents;
3. Distinguish the differences between and among the
communication modes; and
4. Use the communication modes appropriately
depending on
the content of the communication situation

C O M M U N I C AT I O N
Alexander (1984) stated that communication occurs when a sender expresses an
emotion or a feeling, creates an idea, or senses the need to communicate. The
communication process is triggered when the sender makes a conscious or an
unconscious decision to share the message with another person—the receiver. It is a
process wherein the exchange of information between two or more people (Bernales,
Balon and Biligan, 2018). Keyton (2011) supported this notion of communication
when he defined it as Communication can be defined as the process of transmitting
information and common understanding from one person to another. For
communication to succeed, both the participants must be able to exchange
information and understand each other. If this flow of information is interrupted or
blocked communication fails. The word communication is derived from the Latin
word, ― “communis”, which means common. In our everyday living, for a
communication to be effectively transmitted, elements of communication must be
present and these include a) Speaker, b) Message, c) Receiver, d) Channel, e)
Feedback, an d f) Communicative Situation.

Alexander (1984) further explains that every communicative act is based on

something that conveys meaning, and that conveyance is the message. The message
may be either verbal (spoken or written) or nonverbal (body language, physical
appearance, or vocal tone). Messages may also come from the context—or place and
time—of the communication. For instance, if you choose to make a critical comment
to someone, the place and the time you choose to make that comment will make a big
impact on how it will be received.

22
 Moreover, every message is sent and received through one of our five senses—it
is seen, heard, touched, tasted, or smelled. The sensory media through which
messages are sent and received are communication channels. In a work setting,
messages may be seen through body movement, letters, memos, newsletters, bulletin
board notices, signs, emails, and so on. Messages that are heard come through
conversations, interviews, presentations, telephones, radios, and other audio media.
Sight and sound are the two most frequent communication channels used in our
society.

When the receiver gets the message (through seeing, hearing, feeling, touching,
or smelling), he or she will usually give feedback (return message) unconsciously or
consciously. Thus, the communications process is on-going.

The worst assumption a sender of a message can make is that the message will
be received as intended. So many things can go wrong during the communications
process that we should always assume that something will go wrong and take steps
to prevent that occurrence. Barriers to good communications are always present.
For instance, the language itself can be a barrier—unclear wording, slang, jargon,
the tone. Another barrier is the failure of the sender to realize that his or her body
language might contradict the spoken message. The channel used to convey the
message might be wrong. For instance, you would not use the telephone to relay a
lot of statistical information; you would need to write that message on paper. Poor
listening skills can constitute a barrier also (Alexander, 1984).

L E S S O N 1:
NATURE, DE FIN IT ION AN D C O M P O N E N T S
O F CO MM U N I C AT I O N

THINKING CAP ON

W h a t do t h e s e q u o te s m e a n in re l a t i o n to
communication?

―I f all my talents and powers to be taken from me by some inscrutable Providence

and I had my choice of keeping but one, I would unhesitatingly ask that I be allowed
to keep my power of speech for through it, I would regain the rest.‖- Daniel Webster

My answer:

23
 ―To speak and to speak well are two different things‖- Ben Johnson

My answer:

―W e listen a book a day, we speak a book a week, read the equivalent of a

book a month, and write the equivalent of a book a year‖- Walter Loban

My answer:

L E T ’ S TA K E A L O O K

We are social beings and such; we feel an intense need to express our
thoughts, feelings and aspirations, doubts, questions, and fears. Equally
intense is our need to be listened to. These needs - to express and to be
listened to – are basic or innate in all of us.

But as Ben Johnson, the English poet, has said, the ability to speak and the
ability to speak well are two different things.

Speaking well is comparable to any skill in the sense that it can be developed
and enhanced. All that you have to do is expose yourself to various speaking
situations. Listen well and study how effective speakers express themselves.

―L earn from their strengths and practice whenever opportunities arise.‖

―Practice makes perfect‖
―I f it is to be, it is up to me.‖
As much as 75% of the average person‘s day is spent communicating.

Those in technical jobs are estimated to spend between 50% and 90% of their
work day engaged in communication process

D E F I N I T I O N S O F C O M M U N I C AT I O N
1. Communication is a process by which we assign and convey meaning in an
attempt to create shared understanding.
 This process requires a vast repertoire of skills:

24
  Intrapersonal and  Speaking
interpersonal  Questioning
processing  Analyzing
 Listening  Evaluating
 Observing

2. It can be seen as processes of information transmission governed by three

levels of semiotic rules:
 Syntactic
 Pragmatic
 Semantic

3. It is therefore a social interaction where at least two interacting agents share

a common set of signs and a common set of semiotic rules.

4. The Oxford Advanced Learner‘s Dictionary defines communication, as the act

of passing news, information…, the act of sharing or exchanging thoughts,
ideas, feelings with others or with a group; the act of participating with or
sharing in common, the ―we-belong-to-same-feeling‖ as in communication
with… or the act of thinking about oneself.

5. Communication is derived from the Latin word ‗communis,‘which means,

―Belonging to many‖ or ―equ ally‖ and ―commu nico‖ – to confer with others.
It
is the mutual exchange of information, ideas, and understanding by any
effective means (Ballesterros, 2003).

6. Communication refers to the process of human beings responding to the

symbolic behavior of other persons (Adler and Rodman, 1997).
 C O M M U N I C AT I O N I S H U M A N.
 C O M M U N I C AT I O N I S A P RO C E S S .
 C O M M U N I C AT I O N I S S Y M B O L I C .

7. The communication done by animals is relatively different from humans. The

manner by which we communicate or use different gestures, facial expression,
etc. to communicate is different from the dance that is done by bees to
instruct their hive-mates on the location of food or the chimpanzees that have
been taught to express themselves using sign language like deaf humans.

8. We often talk about communication as if it occurred in discrete, individual

acts. In fact communication is a continuous, ongoing process. Consider, for
example, a friend‘s compliment about your appearance. Your interpretation of
those words will depend on a long series of experiences stretching far back in
time: how have others judged your appearance? How do you feel about your

25
 looks? How honest has your friend been in the past? How have you been
feeling about one another recently? All of this history will help shape your
response to the other person‘s remark. In turn, the words you speak and the
way you say them will shape the way your friend behaves toward you and
others- both in this situation and in the future.
 This example shows that it‘s inaccurate to talk about ―a cts‖ of
communication as if they occurred in isolation. To put it differently,
communication isn‘t a series of incidents pasted together like photographs
in a scrapbook; instead, it is more like a motion picture in which the
meaning comes from the unfolding of an interrelated series of images. The
fact that communication is a process is reflected in the transactional
model.

9. Symbols are used to represent things, processes, ideas, or events in ways that
make communication possible. The most significant feature of symbols is
their arbitrary nature. For example, there‘s no logical reason why the letters
in book should stand for the object you‘re reading in class. Speakers of
Spanish call it a libro, and Germans label it a Buch. Even in English, another
term would work just as well as long as everyone agreed to use it in the same
way. We overcome the arbitrary nature of symbols by linguistic rules and
customs. Effective communication depends on agreement among people about
these rules. This is easiest to see when we observe people who don‘t follow
linguistic conventions. For example, recall how unusual the speech of children
and immigrant speakers of a language sounds.

10. In addition to this, nonverbal communication can have symbolic meaning. As

with words, some nonverbal behaviors, though arbitrary, have clearly agreed-
upon meanings. For example, to most North Americans placement of a thumb
and first finger together while facing the palm of the hand outward stands for
the idea of something being ―O K .‖ But even more than words, many
nonverbal behaviors are ambiguous. Does a frown signify anger or
unhappiness? Does a hug stand for a friendly greeting or a symbol of the
hugger‘s romantic interest in you? One can‘t always be sure (Adler and
Rodman, 1997).

Other Concepts of Communication

11. Allen Louis – Communication is the sum of all things (telling, listening and
understanding). It is a systematic activity under any given circumstances.
12. Henry Kuntz – Communication is the transferring of information from one
person to another whether or not he/she elicits that confidence.
13. George Terry – Communication is the exchange of ideals, feelings, and
emotions between two or more persons.

26
 4. Keith Davis – The purpose of passing information and understanding
between two persons… without the bridge of communication no one can cross
the river of understanding.

Types of Communication according to Mode

A message may be impart through these types; verbal-non-verbal an d visual.
While communication is often thought of as verbal, the non-verbal mode is equally
essential as it enhances one‗s message.

A. V E R B A L C O M M U N I C AT I O N
(Linguistics) The process of sending and receiving messages with
words, including writing and sign language.
It refers to the form of communication in which message is
transmitted verbally.
Communication is done by word of mouth and a piece of writing.

V E R B A L C O M M U N I C AT I O N : O R A L
 Spoken words are used
 It includes face-to-face conversations, speech, telephonic conversation, video,
radio, television, voice over internet.
 Communication is influenced by pitch, volume, speed and clarity of speaking.

Verbal Communication: Oral- Advantages

 It brings quick feedback.
 In a face-to-face conversation, by reading facial expression and body language
one can guess whether he/she should trust what‘s being said or not.
 It saves time in communication.
 It is quick in obtaining feedback once delivered.
 It provides complete understanding of communication delivered and there is
chance to make it clearer in case of doubts in interpretation of words or ideas.
 It is more reliable method of communication.
 It is flexible and effective for all.
 It is powerful means of persuasion and control.
 It is cheaper way of communication and hence saves money.

Verbal Communication: Oral- Disadvantages

 It has issues when communicating with distant people.
 It is difficult for certain people to understand speech due to various speech
tones used in verbal communication.
 This form of communication is not suitable for lengthy message.

27
  There is chance of leak of secret information with the help of modern devices
such as polygraph or lie detector. Often secret information can be obtained
while the person is under the influence of alcohol.

V E R B A L C O M M U N I C AT I O N : WRITTEN
 In written communication, written signs or symbols are used to communicate.
 In written communication message can be transmitted via email, letter,
report, memo etc.
 Written communication is most common form of communication being used in
business.

Verbal Communication: Written- Advantages

 Messages can be edited and revised
 Written communication provide record and backup.
 A written communication enables receiver to fully understand it and send
appropriate feedback
 Easy to preserve: The documents of written communication are easy to
preserve. Oral and non-verbal communication cannot be preserved. If it is
needed, important information can be collected from the preserved
documents.
 Easy presentation of complex matter: Written communication is the best way
to represent any complex matter easily and attractively.
 Permanent record: The documents of written communication act as a
permanent record. When it is needed, important information can be easily
collected from the preserved documents.
 Prevention of wastage of time and money: Written communication prevents
the waste of money and time. Without meeting with each other the
communicator and communicate can exchange their views.
 Accurate presentation: Through the documents of the written communication
top executive can present the information more accurately and clearly. As it is
a legal document everybody takes much care does draft it.
 Use as a reference: If it is needed, written communication can be used as
future reference.
 Delegation of authority: Written communication can help the authority to
delegate the power and authority to the subordinate. It is quite impossible to
delegate power without a written document.
 Longevity: Written document can be preserved for a long time easily. That is
why; all the important issues of an organization should be back and white.
 Effective communication: Written communication helps to make
communication effective. It is more dependable and effective than those of
other forms of communication.

28
  Maintaining image: Written communication helps to maintain the images of
both the person and the organization. It also protects the images of the
company or organization.
 Proper information: It is a proper and complete communication system. There
is no opportunity to include any unnecessary information in a written
document.
 Less distortion possibility: In this communication system information is
recorded permanently. So, there is less possibility of distortion and alteration
of the information.
 No opportunity to misinterpret: there is any opportunity to misinterpret the
information or messages of written communication.
 Controlling tool: Written communication can help to control the
organizational activity. The written document may be used as a tool for
controlling.
 Easy to verify: The information and messages that are preserved can be
verified easily. If there arises any misunderstanding any party can easily
verify the information.
 Others: Clear understanding, Legal document, Acceptability, Reduction of
risk, Creating confidence, Easy circulation, Wide access or coverage etc.

Verbal Communication: Written- Disadvantages

 Expensive: Written communication is comparatively expensive. For this
communication paper, pen, ink, typewriter, computer and a large number of
employees are needed.
 Time consuming: Written communication takes time to communicate with
others. It is a time consuming media. It costs the valuable time of both the
writer and the reader.
 Red-Taoism: Red-Taoism is one of the most disadvantages of written
communication. It means to take time for approval of a project.
 Useless for illiterate person: It messages receiver is illiterate, written
communication is quite impossible. This is major disadvantage written
communication.
 Difficult to maintain secrecy: It is an unexpected medium to keep business
secrecy. Secrecy is not always possible to maintain through written
communication. Because here needs to discuss everything in black and white.
 Lack of flexibility: Since writing documents cannot be changed easily at any
time. Lack of flexibility is one of the most important limitations of written
communication.
 Delay in response: It takes much time to get a response from the message
receiver; prompt response is not possible in case of written communication
that is possible in oral communication.
 Delay in decision making: Written communication takes much time to
communicate with all the parties concerned. So the decision maker cannot
take decisions quickly.

29
  Cost in record keeping: It is very difficult and expensive to keep all the
records in written communication.
 Complex words: Sometimes the writer uses complex words in writing a
message. It becomes difficult to meaning out to the reader. So the objectives
of the communication may lose.
 Lack of direct relation: If there is no direct relation between the writer and
the reader, writer communication cannot help to establish a direct relation
between them.
 Other: Prompt feedback is impossible, Slowness, Bureaucratic attitude,
Understanding problem between boos and subordinates, lack in quick
clarification and correction, formality problem, lack of personal intimacy, etc.

B. N O N V E R B A L C O M M U N I C AT I O N
Nonverbal communication is the sending or receiving of wordless
messages. Such gesture, body language, posture, tone of voice or facial
expressions is called nonverbal communication.
It is all about the body language of speaker.

It has three elements:

1. Appearance (speaker) - Clothing, hairstyle, neatness, use of cosmetics;
Appearance (surrounding) – room size, lighting, decorations, furnishings
2. Body language - facial expressions, gestures, postures
3. Sounds - voice tone, volume, speech rate

C . V I S UA L C O M M U N I C AT I O N
Visual communication, on the other hand, is the type of communication
that uses visuals to convey information and/or messages. Some examples
are signs, symbol, imagery, maps, graphs, charts, diagrams, pictograms,
photos, drawings or illustrations, and even various forms of electronic
communication.
Visual communication now occupies an important place in any work
environment. For instance, during presentations, instructors, managers,
doctors, lawyers, legislators and the like use visuals to transfer data into
digestible information. Very likely, they have greater success in catching
the attention of the audience making the latter easily recall the
information.

Verbal Communication: Visual- Advantages

It makes use of technology that provides apps( applications), videos and
images that rely less on the printed word making presentations more
interesting. This leaves a powerful effect on the audience and prospective
clients.

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 S peakers/presenters should be mindful of the content of their presentation
since wrong and irrelevant information may lead to miscommunication.
Likewise, they should pay attention to graphic elements, such as position,
color, size, shape and orientation as all these play an important role in the
presentation of slides. Audience size should be considered as well when
preparing slide presentations or other forms of visuals.

Types of Communication according to Context

This sub-section, context in communication is referred to as composite of people
interacting with each other. Communication may also be classified according to
context: (1) intrapersonal; (2) interpersonal

A. I N T R A P E R S O N A L C O M M U N I C AT I O N
The Latin prefixes intra-means within or inside. Intrapersonal
communication then means talking to oneself. Some label it as self or
inner talk, inner dialogue. Psychologists call it with other names such as
self-verbalization or self-statement.
Intrapersonal communication can be defined also as communication with
one‗s self, and that may include self-talk, acts of imagination and
visualization, and even recall and memory (McLean, 2005).

You read on your phone that your friends are going to have dinner at your favorite restaurant.
What comes to mind? Sights, sounds, a n d scents? Something special that happened the last
time you were there? Do you contemplate joining them? Do you start to work out a plan of
getting from your present location to the restaurant? Do you send your friends a text asking if
they want company? U n t il t he moment whe n yo u hit t he ―send button, yo u are
c o m m u n i c a t i n g with yourself.

Communications expert Leonard Shedletsky examined intrapersonal

communication through the eight basic components of the communication
process (i.e., source, receiver, message, channel, feedback,
environment, context, an d interference) as transactional, but all the
interaction occurs within the individual (Shedletsky, 1989). From planning to
problem solving, internal conflict resolution, and evaluations and judgments
of self and others, we communicate with ourselves through intrapersonal
communication. All this interaction takes place in the mind without
externalization, and all of it relies on previous interaction with the external
world.

B. I N T E R P E R S O N A L C O M M U N I C AT I O N
Interpersonal communication can be defined as communication between two
people, but the definition fails to capture the essence of a relationship. This
broad definition is useful when we compare it to intrapersonal
communication, or communication with ourselves, as opposed to mass
communication, or communication with a large audience, but it requires
clarification. The developmental view of interpersonal communication places
emphasis on the relationship rather than the size of the audience, and draws
a distinction between impersonal and personal interactions. Family for many

31
 is the first experience in interpersonal relationships, but as we develop
professionally, our relationships at work may take on many of the attributes
we associate with family communication. We look to each other with similar
sibling rivalries, competition for attention and resources, and support. The
workplace and our peers can become as close, or closer, than our birth
families, with similar challenges and rewards. To summarize, interpersonal
relationships are an important part of the work environment.

K E Y TA K EAWAYS
1. Communication is defined as the process of transmitting information and
common understanding from one person to another.
2. There are three types of communication according to mode: 1. Verbal
Communication; 2. Non-verbal communication, and; 3. Visual
Communication.
3. There are also two types of communication according to context: 1.
Intrapersonal Communication, and; 2. Interpersonal Communication

W E E K 1: E S S E N T I A L U P DAT E #1

After reading the module, make an Essential update of 300 words or more about
three (3) examples of communication that you experience in your day to day life as a
member of your family, as a student, and as a member of the community. Classify
these examples according to the type of communication it falls under.

Note:
1. The Essential Update ca n be found at the Discussion Foru m on
Google Classroom titled, “ W E E K 1: E S S E N T I A L U P D AT E #1”
2. For this update, you are required to peer-review at least three
(3) essential updates from your classmate.

TEST YO U RS E L F
Directions: Circle the letter of your answer.
1.It is define as the process of transmitting information and common understanding
from one person to another.
a. Communication b. Speaker c. Process d. Purpose
2.It is a type of communication that uses visuals to convey information and/or
messages.
a. Non-verbal b. Verbal c. Visual d.
Intrapersonal
3.It is defined also as communication with one‗s self, and that may include self-talk,
acts of imagination and visualization, and even recall and memory.
a. Verbal b. Interpersonalc. Intrapersonal d. Non-verbal

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 L E S S O N 2:
T H E P RO C E S S AN D E L E M E N T S O F
CO MM U N I C AT I O N

L EA R NI N G OUTCOMES

After the learning engagements, the learners will be able to:

1. Identify the elements of communication in various texts;
and
2. Illustrate the communication process;

C O M M U N I C AT I O N A S P R O C E S S
In a survey conducted by the Katz Business School at the University of Pittsburg,
organizations rated communication skills as the most important factor used in
selecting their management staff. The study found that oral and written
communication skills were important in predicting job success, as was the ability to
communicate well with others in the workplace (Mtd Training, 2010).
This result makes sense after all since communication is innate to us. Therefore
for us to be able to communicate well is important. If we are not able to communicate
well, the messages we send get lost in translation (Mtd Training, 2010). Similarly,
Bernales, Balon and Biligan (2018) stated that when the flow of information is
blocked for some reason or the parties cannot make themselves understood, then
communication fails.

Communication is the art and process of creating and

sharing ideas. Effective communication depends on the
richness of those ideas.

So how do we communicate effectively?

We must consider a deeper understanding of the process and elements of
communication. Communication process may be simple to complex depending on the
situation. To understand the process there is a need to know the elements or
components of the process.

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 THINKING CAP ON

D i re c t i o n s : C r e a t e a s p e c i f i c exa m p l e t h a t s h ows h ow the

mod el b e l ow ill u st ra tes va rio u s co m p o ne nt s of commu nica t io n.

Code Decode
Source Message Channel Receiver
Noise Noise Noise

Source:

Code:

Message:

Channel:

Noise:

Decode:

Receiver:

E L E M E N T S O F C O M M U N I C AT I O N P R O C E S S
 Speaking and listening are vital elements of communication. Therefore, in
any communication situation, you are both speaker and listener. (Villamarzo,
2003)
 Eugene White (1960) mentions eight stages in the cycle of communication.
These are:
o Thinking o Receiving
o Symbolizing o Decoding
o Expressing o Reacting, and
o Transmitting o Monitoring

 Roman Jacobson mentions the following as components of communication:

o Addressor (speaker)
o Addressee (listener
o Context (situation)
o Contact
o Code, and
o Message

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  Gronbeck defines model as ―a picture or a representation of a thing or process
that identifies the key parts or elements and indicates how each element
affects the operations of all of the elements.
 Communication Model, therefore, is a sketch that shows the basic elements of
the communication process, and how each element affects the other elements
in the entire communication process as a system

C O M P O N E N T S O F C O M M U N I C AT I O N
1. S PE AK E R/ S E N D E R
o A person who sends the message
o A sender makes use of symbols (words or graphs or visual aids) to
convey the message and produce required response.
o Sender maybe an individual or a group or an organization
o The views, background, approach, skills, competencies and knowledge
of the sender have great impact on the message.
o The communication process begins with the sender, who is also called
the communicator or source. The sender has some kind of information
– a command, request, or idea – that he or she wants to share with
others. In order for the message to be received, the sender must first
encode the message in a form that can be understood and then
transmit it.

2. M E S S A G E
o Is the key idea that the sender wants to communicate
o It is a sign that elicits the response of the recipient.
o Communication process begin with decoding about the message to be
conveyed.
o It must be ensured that the main objective of the message is clear.
o Message is what you communicate verbally or non –verbally
o The message or content is the information that the sender wants to
relay to the receiver. It is relayed between the parties. Put all three
together and you have the communication process at its most basic.
o It also refers to the thoughts, ideas, or information that you convey to
your listeners.
 Verbal delivery of messages includes:
 Elements of voice (rate, volume, pitch, and quality)
 Articulation, and
 Pronunciation
 Verbal message consists of three variables:
 Content (is everything you say about something:
referential or relational) Ref- all relevant to your topic;
Rel – a suggestion of any relationship to your listeners

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  Structure ( the pattern of organization you follow
 Style (how you express your ideas)

3. C H A N N E L O R M E D I U M
o Is the means used to exchange or transmit the message
o The channel or medium is the language you use.
o The means through which the sender must choose an appropriate
medium for transmitting the message else the message might not be
conveyed.
o It is also called channel, the medium is the means by which a message
is transmitted. Text messages, for example, are transmitted through
the medium of cell phones.

4. R E C E I V E R O R LI ST E N E R
o a person for whom the message is intended, aimed or targeted
o The degree to which the decoder understands the message is
dependent upon various factors such as: knowledge of recipient, their
responsiveness to the message, and the reliance of the encoder on the
decoder.
o The person to whom a message is directed is called the receiver or the
interpreter. In order to comprehend the information from the sender,
the receiver must first be able to receive the sender‘s information and
then decode or interpret it.

5. F E E D B A C K
o Is the main component of the communication process as it permits the
sender to analyze the efficacy of the message?
o It helps the sender in confirming the correct interpretation of message
by the decoder.
o Feedback maybe verbal or non-verbal.
o The communication process reaches its final point when the message
has been successfully transmitted, received, and understood.
o The receiver, in turn, responds to the sender, indicating
comprehension. Feedback may be direct, such as written or verbal
response, or it may take the form of an act or deed in response.
o The communication process is not always simple or smooth, of course.
Two other elements may affect how the message is transmitted,
received, and interpreted.

6. N O I S E
o This can be any sort of interference that affects the message being
sent, received, or understood. It can be as literal as static over a phone
line or esoteric as misinterpreting a local custom.

36
 7. S I T UAT I O N or C O N T E X T
o It refers to the time and place in which communication occurs
o This is the setting and situation in which communication takes place.
Like noise, context can have an impact of the successful exchange of
information. It may have a physical, social, or cultural aspect to it

T H E C O M M U N I C AT I O N P R O C E S S
 The goal of communication is to convey information—and the understanding
of that information—from one person or group to another person or group.
This communication process is divided into three basic components: A sender
transmits a message through a channel to the receiver. (Figure shows a more
elaborate model.) The sender first develops an idea, which is composed into a
message and then transmitted to the other party, who interprets the message
and receives meaning. Information theorists have added somewhat more
complicated language. Developing a message is known as encoding.
Interpreting the message is referred to as decoding.

 The other important feature is the feedback cycle. When two people interact,
communication is rarely one‐way only. When a person receives a message,
she responds to it by giving a reply. The feedback cycle is the same as the
sender‐receiver feedback noted in Figure 1. Otherwise, the sender can't know
whether the other parties properly interpreted the message or how they
reacted to it. Feedback is especially significant in management because a
supervisor has to know how subordinates respond to directives and plans.
The manager also needs to know how work is progressing and how employees
feel about the general work situation.

 The critical factor in measuring the effectiveness of communication is

common understanding. Understanding exists when all parties involved have
a mutual agreement as to not only the information, but also the meaning of

37
 the information. Effective communication, therefore, occurs when the
intended message of the sender and the interpreted message of the receiver
are one and the same. Although this should be the goal in any
communication, it is not always achieved.

 The most efficient communication occurs at a minimum cost in terms of

resources expended. Time, in particular, is an important resource in the
communication process. For example, it would be virtually impossible for an
instructor to take the time to communicate individually with each student in
a class about every specific topic covered. Even if it were possible, it would be
costly. This is why managers often leave voice mail messages and interact by
e‐mail rather than visit their subordinates personally.
 However, efficient time‐saving communications are not always effective. A
low‐cost approach such as an e‐mail note to a distribution list may save time,
but it does not always result in everyone getting the same meaning from the
message. Without opportunities to ask questions and clarify the message,
erroneous interpretations are possible. In addition to a poor choice of
communication method, other barriers to effective communication include
noise and other physical distractions, language problems, and failure to
recognize nonverbal signals.

 Sometimes communication is effective, but not efficient. A work team leader

visiting each team member individually to explain a new change in
procedures may guarantee that everyone truly understands the change, but
this method may be very costly on the leader's time. A team meeting would be
more efficient. In these and other ways, potential tradeoffs between
effectiveness and efficiency occur. (―The Communication Process,‖ n.d.)

The Communication Process

There are many communication models that can be used to visually describe
different communication situations. Here are some models that will allows us to get
a deeper understanding of the communication as process.

I. A R I S TO T L E ’ S C O M M U N I C AT I O N M O D E L (1)

F i g u r e 2. Aristotle’s Model of Co m m u n i c a t i on (1)

38
Aristotle proposed the model before 300 B . C . He found the importance of the
audience role in communication chain. This model is more focused on public
speaking than interpersonal communication.

Aristotle‘s Model of Communication is formed with five (5) basic elements, namely:
1. Speaker, 2. Speech, 3. Occasion, 4. Audience, an d 5. Effect.

Aristotle advises speakers to build speech for different audience on different time
(occasion) and for different effect.

II. A R I S TO T L E ’ S M O D E L O F C O M M U N I C AT I O N (2)
Aristotle defined communication (called R H E T O R I C in his time) as ―th e faculty
of
observing, in any given case, the available means of persuasion.‖ The model shows
the process which the speaker must follow to communicate his idea or message to his
intended listener. This process involves four steps:
1) A Speaker discovers some logical, emotional and ethical proofs;
2) H e arranges these materials strategically;
3) H e clothes the ideas in clear, compelling words; and
4) H e delivers the resulting speech appropriately.

I M PO RTAN T S K I L L S O F A S P E A K E R
The Aristotelian model seems to emphasize four important ―faculties‖ or
skills of a speaker, which he must use (observe) as a means of persuading his
listen ers (audience) to act according to his please or intentions.
These skills are as follows:
1) Logical reasoning skills coupled with the ability to present ethical and
emotional proofs of ideas he advances or proposes;
2) Skills in organizing or positioning his speech materials strategically
(or simply put, the proper ordering or sequencing of materials in order
to help the listener follow the speaker‘s thoughts to an effective close
or ending);
3) Skills in presenting his ideas/ messages in clear and compelling words;
and
4) Skills in delivering his resultant speech in appropriate oratorical style
(e.g. correct pronunciation, volume of voice, rate of speed, gestures or
body language, timing, etc.).

39
 F i g u r e 3. Aristotle’s Model of Co m m u n i c a t i on (2)

Although not specifically indicated in the model above, it is clear that the
communication process has these elements: (1) a Speaker, (2) an Idea or Message,
and (3) an Audience or Listener (s). It can also be safely assumed that there is a
channel chosen – the means to carry the idea or message across to the listener; and
the channel chosen is the human voice – the public speech instrument.

The Aristotelian model is S P E A K E R - C E N T E R E D . But, of course, during his

time, the emphasis was the training of speakers – public speakers called orators,
skillful in the art of reasoning and persuasion.

III. S H A N N O N ’ S M O D E L
This model argues that communication can be broken down into 6 key concepts:
sender, encoder, channel, noise, decoder, and receiver. A later version of the theory by
Warren Weaver added a 7th concept (‗feedback‘) which changed the model from a
linear to cyclical model (Drew, 2020).

40
 F i g u r e 4. S h a n n o n’ s Model of Communication

It is known as the ―moth er of all models‖ because of its wide popularity. The
model is also known as ‗information theory‘ or the ‗S hannon theory‘ because
Shannon was the main person who developed the theory.
The model‘s primary value is in explaining how messages are lost and
distorted in the process of communication (Drew, 2020).

IV. S H A N N O N - W E AV E R M O D E L

Drew, C . (2020) explains that the Shannon-Weaver model follows the concept of
communication in a linear fashion from sender to receiver with the following steps:

Figure 5. Sh an n o n - Weaver Model of Communication

41
1. Sender (Information Source)
The model starts with the sender. They are the person (or object, or thing)
who has the information to begin with (the ‗information source‘). The sender starts
the process by choosing a message to send, someone to send the message to, and a
channel through which to send the message.

A sender can send a message in multiple different ways: it may be orally

(through spoken word), in writing, through body language, music, etc.

Example: An example of a sender might be the person reading a newscast

on the nightly news. They will choose what to say and how to say it before the
newscast begins.

2. Encoder (Transmitter)
The encoder is the machine (or person) that converts the idea into signals that can be
sent from the sender to the receiver. The Shannon model was designed originally to
explain communication through means such as telephone and computers which
encode our words using codes like binary digits or radio waves.

However, the encoder can also be a person that turns an idea into spoken words,
written words, or sign language to communicate an idea to someone.

Examples: The encoder might be a telephone, which converts our voice into binary 1s
and 0s to be sent down the telephone lines (the channel). Another encode might be a
radio station, which converts voice into waves to be sent via radio to someone.

3. Channel
The channel of communication is the infrastructure that gets information from the
sender and transmitter through to the decoder and receiver. We sometimes also call
this the ‗medium‘.

Examples: A person sending an email is using the world wide web (internet) as a
medium. A person talking on a landline phone is using cables and electrical wires as
their channel.

If we‘re face-to-face, perhaps we don‘t have a channel, except the sound waves from
our voice that carry the sound from the sender‘s mouth to the receiver‘s ear.

4. Noise
Noise interrupts a message while it‘s on the way from the sender to the receiver. It‘s
named after the idea that ‗noise‘ could interrupt our understanding of a messag e.
There are two types of noise: internal and external.

Internal noise happens when a sender makes a mistake encoding a message or a

receiver makes a mistake decoding the message. Here‘s the two points where it can
happen:

42
At the point of encoding (for example, when you misspell a word in a text message);
At the point of decoding (for example, when someone misinterprets a sentence when
reading an email)

External noise happens when something external (not in the control of sender or
receiver) impedes the message. So, external noise happens:

At the point of transmission through the channel (for example, when we‘re having a
conversation by a busy highway and the receiver is having trouble hearing over the
sound of cars)
One of the key goals for people who use this theory is to identify the causes of noise
and try to minimize them to improve the quality of the message.

Examples: Examples of external noise may include the crackling of a poorly tuned
radio, a lost letter in the post, an interruption in a television broadcast, or a failed
internet connection.

Examples of internal noise may include someone having a headache so they can‘t
concentrate, someone speaking with a heavy accent, or when the sender mumbles
when speaking.

5. Decoder
Decoding is the exact opposite of encoding. Shannon and Weaver made this model in
reference to communication that happens through devices like telephones. So, in this
model, there usually needs to be a device that decodes a message from binary digits
or waves back into a format that can be understood by the receiver.

If we‘re talking about direct communication between people without the use of
technology, there may still be a need for decoding. For example, you might need to
decode a secret message, turn written words into something that makes sense in
your mind by reading them out loud, or you may need to interpret (decode) the
meaning behind a picture that was sent to you.

Examples: Decoders can include computers that turn binary packets of 1s and 0s
into pixels on a screen that make words, a telephone that turns signals such as digits
or waves back into sounds, and cell phones that also turn bits of data into readable
(and listenable) messages.

6. Receiver (Destination)
The receiver is the end-point of Shannon and Weaver‘s original linear framework.
This is the step where the person finally gets the message, or what‘s left of it after
accounting for noise.

43
Examples: Examples of a receiver might be: the person on the other end of a
telephone, the person reading an email you sent them, an automated payments
system online that has received credit card details for payment, etc.

7. Feedback
The ‗feedback‘ step was not originally proposed by Shannon and Weaver in 1948.
Norbert Weiner came up with the feedback step in response to criticism of the linear
nature of the approach. (‗Linear‘ means that the messages are only going one way).

Feedback occurs when the receiver of the message responds to the sender in order to
close the communication loop. They might respond to let the sender know they got
the message or to show the sender:

Whether they got the message clearly without noise

How well they understand the message
Nonetheless, the ‗feedback‘ elements seems like a post-hoc add-on to the model, and
is the subject of a lot of criticism (see later in this article on ‗disadvantages of the
model‘ for details).

Examples: Feedback does not occur in all situations. Sometimes, like when watching
TV, we don‘t tend to let the people talking on the TV know what we‘re thinking …
we simply watch the show.

Some times when feedback will occur include:

During a chat between friends
When you write a reply email
Through your facial expressions and body language during a conversation Etc.

V. BERLOS’ S M C R M O D E L
Berlo‘s model follows the S M C R model. This model is not specific to any
particular communication.

Berlo‘s model includes a number of factors under each of the

elements: 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

44
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 behaviours
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: 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: Message is the same, but if the structure is not properly

arranged then the receiver will not understand the message.

45
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. The following are the five senses:
 Hearing
 Seeing
 Touching
 Smelling
 Tasting
Communication occurs through one or more of these channels.

Hearing: The use of ears to receive the message. For example, orally transmitted messages,
interpersonal communication etc.

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 eat a n d taste food. For example,
while a food is being shared, the communication can happen regarding its taste.

Note: Despite not mentioning a medium, we need to assume

that as communication is taking place, channels can be any of
the 5 senses or combination.

Decoder: The person who receives the message and decodes it is referred to a
decoder.

Receiver: The receiver needs to think all the contents and elements of the source, so
as to communicate/responds to sender effectively.;

Berlo’s model believes that for effective communication to take place, the
source an d 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.

46
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 S M C R 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
6. communication.
It requires people to be on the same level for effective communication to
7. happen. However, that rarely happens in everyday life.
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.)
(Source: BERLO’S SMCR MODEL OF COMMUNICATION. (2019, September 24). Retrieved June 5, 2020, from
https://www.communicationtheory.org/berlos-smcr-model- of-communication/ )

Figure 6. Berlo’s Model of Communication

47
 VI. S C H R A M M ’ S M O D E L , 1954

Figure 6. Schramm’s model of communication

Janse (2019) in his article explains that the Schramm Communication Model is a
cyclical communication model containing all basic principles of communication.
The Schramm Communication Model offers a classic approach to and explanation of
communication. It can be used to determine how communication between two people
works when they‘re exchanging information, ideas, or attitudes.

The cyclical communication model is based on the theory and belief that
communication is a two-way street. This means there‘s at least a sender and a
recipient. The model contains at least one other element as well; the message itself.
Usually communication takes places along the traditional path with a wasteful
recipient and sender. The recipient and sender can also be one and the same. This is
called intra-personal communication. The former is called interpersonal
communication. Where several other models and theories about communication are
linear in nature, the Schramm Communication Model is circular. This means at
least two parties are required to send and receive a message. Both the sender and
the recipient have to encode and decode the message to interpret the message
correctly.

Wilbur Schramm published the circular communication model in 1954, several years
after Lasswell‘s communication model was published. Schramm wrote and spoke
about the communication model—based on the model by Charles Egerton Osgood—
in his book ‗T he Process and Effects of Mass Communication‘. H e later made some
changes, including introducing the field of experience, or commonality. This refers to

48
what is mutually understood between the recipient and the sender. A physics
professor can teach mathematical principles to a class of psychology students, but it
won‘t be easy as the students don‘t share a field of experience that would have made
it easier to understand the message.

Three Elements
According to the Schramm Communication Model, communication is circular and the
sender and recipient of the message can be the same person. A message is encrypted
and passed on to the same person or to a different person. It is up to the recipient to
decrypt the message, interpret it, and then encode it again before sending the
message to a new recipient (circular). There is no fourth element, such as the in
Berlo‘s S M C R communication model.

Source (Encoder)
The source of the message is the sender; the party who sent the message. The source
has to be clear when sending the message and has to be able to show why it is
important that the recipient reads it. This is why the sender of a message has to
make sure that the information he is providing is useful, relevant, and accurate.

In order to ensure that the recipient can properly read the message, it has to be
encoded. This means it is necessary for the recipient to know the sender. The success
of the attempt at communication will depend on the ability to bring across the
information in a simple but clear way. The way in which the message is encoded is
influenced by cultural aspects, perceptions, knowledge, attitudes, experiences, and
skills.

Recipient (Decoder)
The recipient of a message is the person or group to whom the message has been
sent. Whether the recipient is able to decode the message depends on a number of
factors. For instance, how much does the individual know about the topic of the
message, but also how open are they for a message and do they trust the source. The
interpretations of the recipient are influenced by cultural aspects, perceptions,
knowledge, attitudes, experiences, and skills as well.

Decoding a message is a psychological process. After the message has been received,
the stimulus is immediately sent to the brain for interpretation. This is where the
message is given meaning, if at all. This processing phase is also called decoding.
Communication is successful when the recipient correctly interprets the message
from the source.

Message
In the studies of rhetoric and communication, a message is defined as information.
This information is communicated through words or other characters and symbols. A
message, either verbal or non-verbal, is the content of the communication process
and plays an important role in the Schramm Communication Model.

49
A message may contain verbal content, such as speech, sign language, emails,
WhatsApp messages, or phone calls. A message can also consist of non-verbal
content, such as behavior, gestures, body language, eye contact, physical contact,
timing, and even artifacts.

Feedback an d Organizations
Although it‘s not clearly indicated in the Schramm Communication Model, recipients
play an important role throughout the communication process. They are not only
supposed to absorb the message, but they also receive the message and respond to it.
The reply from the recipient to the sender‘s message is called feedback. Feedback can
be both verbal and non-verbal. Sometimes it‘s a verbal response, sometimes it‘s just
a sigh or a nod. Feedback is often expressed in writing, an email for instance.

Feedback is therefore a way to measure how the audience has received the message.
This enables the sender to improve the effectiveness of the way messages are
composed and sent. If the audience doesn‘t understand the message, the source of
the message can refine it based on the feedback.

It‘s essential for effective communication in an open communication environment to

offer the opportunity to provide feedback. A manager in a business environmen t
should therefore create an atmosphere that stimulates feedback. Questions such as
‗D o you get it?‘ and ‗What do you think?‘ should be asked a lot more regularly.
Moreover, organizations can gather feedback from employees in countless ways;
surveys, open-door policy, newsletters, memos, and meetings.

Universal L aw of Communication
One of the first people who came up with a communication theory was Aristotle. A
number of thinkers followed in his footsteps, including Lasswell, Berlo, and Shannon
& Weaver. There is one universal law of communication that applies to all these
theories, and it was written by S . F. Scudder in 1980. Scudder wrote that all living
beings on planet earth have the ability to communicate. Communication takes place
through different means, such as physical changes, language, breathing, movements,
sounds, or by changing color.

In this law of communication, Scudder emphasized that communication was an

essential survival tool for creatures, as well as enabling them to share information
about their presence and conditions. According to the universal law of
communication, communication is used to express biological needs as well as
feelings, thoughts, and other kinds of information that are necessary to bring across
the condition of a living creature.

As in the Schramm Communication Model encoding and decoding also happens in

the universal law of communication. In this law the recipient does the decoding. The
universal law of communication also states that the communication process can be
interrupted in a number of ways. The reason for this is barriers. Barriers can alter
the meaning of a message and lead to the recipient interpreting it incorrectly.

50
 VII. T R A N S A C T I O N A L M O D E L O F C O M M U N I C AT I O N
Transactional model of communication is the exchange of messages between sender
and receiver where each take turns to send or receive messages.

Here, both sender and receiver are known as communicators and their role reverses
each time in the communication process as both processes of sending and receiving
occurs at the same time.

The communicators can be humans or machines but humans are taken as

communicators in this article to analyze general communication between humans.
The model is mostly used for interpersonal communication and is also called circular
model of communication.

Transactional model is the process of continuous change and transformation where

every component is changing such as the people, their environments and the
medium used. Due to this, it assumes the communicators to be independent and act
any way they want.

Since both sender and receiver are necessary to keep the communication alive in
transactional model, the communicators are also interdependent to each other. For
example, transactional communication is not possible if the receiver is not listening
to sender.

51
 The transactional model is the most general model of communication. Everyday
talk and interactions are also a form of transactional model communication. It is
more efficient for communicators with similar environment and individual aspects.
For instance, communication between people who know each other is more efficient
as they share same social system.

In transactional model, efficiency and reliability of communicated message also

depends on the medium used. For example, the same message might not be
perceived by a person the same way when it is send through a phone and when it is
provided face to face. It is because of possible loss of message on a phone call or
absence of gestures.

Factors Affecting Transactional Model

There are many factors directly or indirectly affecting the communication process
in transaction model. These can be environmental noise or communication barriers.
Environmental Noises can be Physical noise, physiological noise or psychological
noise.

Transactional model relates communication to social reality of an individual or a

group of people in social, cultural and relational contexts. Their responses cannot be
predicted because they all have different backgrounds and mental conditions.
Communication pattern depends on various factors such as physical, cultural,
environmental, social, psychological, emotional, etc.

Cultural systems, social systems and relational situations are the most over-
powering elements of the communication in transactional model, while physical and
psychological context has considerable effect on the communication, enhancing or
undermining it.

Social Context
Social context in communication refers to the norms, values, laws and other
restrictions of a society to communicate within a specific limit. It also includes rules
that bind people‘s ability to communicate. Society shapes the way a
person communicates. Some of the examples are: greeting people when meeting,
thanking,
apologizing, etc.

People can also learn communication from trial and error method, and its
consequences ranges from social exclusion to embarrassment. This model also adds
that it‘s not just social reality that help people in the communication process but
communication also shapes self and social reality in return. Communication is not
only for exchanging messages but also to create and establish relationship helping
people in the formation of a community.

Cultural Context
Cultural context is the lifestyle and identity of a person. Caste, class, race,
ethnicity, gender, etc are the contexts which promotes communication. If two people
52
are from the same cultural group, they will have better communication with each
other.

Cultural identities are made by communication. It changes the communication

pattern of a person. Marginalization of cultural groups oppress their communication
with the other parts of the society. People become unsure of themselves when they
communicate with intercultural groups. Some people also take it as unacceptable.

People have a closed mindset about the other groups of people they communicate
with displaying the trait of Ethnocentrism. Experiences, attitudes, moods, cultural
beliefs, social up-bringing, mindset, their sense of reality and many other factors
affect the responses and the message exchange.

Relational Context
Relational context of communication relates to relationship history and
manners.

A person talks with an old friend differently than a stranger. Manners take the
role of communication when it is with strangers. Manners come from pre-established
norms and values, and are more scripted making interaction difficult. Type of
relationship and the roles of people create differences in the way people
communicate. Communication always occurs on the common systems of both the
parties.

Criticisms of Transactional Model

 Without verbal response, the sender can not be sure that the receiver got
the message as intended. Feedback is an important component in the
communication process, especially in interpersonal communication as it
gives a space to clarify misunderstandings.

 The transactional model gives the opportunity for a lot of noise because
the communication is simultaneous. For example, when many people are
talking at the same time in a meeting, the objective of the meeting will
not be fulfilled.

T R ADifferences
N S AC T I O NABetween
L M O D E LTransactional O
and
T H Ot
E Rher
M O Communication
DELS Models
Used for interpersonal communication Used for Intrapersonal, interpersonal,
group or mass communications.
Senders and Receivers are known as Senders and receivers are different
Communicators, they interchange their people
roles
Includes the role of context and Role of context and environment are not
environment mentioned in other models

53
Includes noise and communication Not necessarily have the concept of noise
barriers as factors
Talks about non-verbal communication Ignores non-verbal communication
Simultaneous feedback Feedback comes later in interaction
model and is not included in linear model

(S OU RC E: businesstopia. (2018, February 15). Transactional Model of Communication. Retrieved June 5, 2020, from
https://www.businesstopia.net/communication/transactional-model-
communication#:%7E:text=Transactional%20model%20of%20communic
ation%20is,to%20send%20or%20receive %20messages.&text=
The%20model%20is%20mostly%20used,called%20circular%20model%20of%20communication.)

K E Y TA K EAWAYS
1. Communication as process involves key components for it to be successful.
These key components are: (a) Speaker/ Sender; (b) Message; (c) Channel/
Medium; (d) Listener/ Receiver; (e) Feedback; (f) Noise, and; (g) Context/
Situation
2. Communication Models show how different situations vary the kind of
communication that we use. Among these models is Aristotle‘s linear model
that explains the type of communication that happens in public speaking.
Some also explains the role of feedback, and noise or barriers to
communication and more.
3. Additional reference for communication barriers: Watch this Youtube
video about communication barriers: Communication Coach Alex Lyon.
(2018, January 15). Communication Barriers [Video file]. In YouTube.
Retrieved from https://www.youtube.com/watch?v=jsl468Hwr4o

W E E K 1: E S S E N T I A L U P DAT E #2

Watch this Youtube video and make an Essential Update of 300 word or more: The
Random Videos. (2018, February 20). C O M M U N I C AT I O N P RO B L E M S | Funny
Video [Video file]. In YouTube. Retrieved from https://www.youtube.com/watch?v=
dBT6u0FyKnc
After watching the video and reading the lesson, answer the following questions:
1. Who was the sender? What was his/ her motivation or intention for
participating in the communication situation?
2. Who was the receiver? What was his/ her motivation or intention
for
participating in the communication situation?
3. What was/were the sender’s message/s? H ow did the receiver/s
interpret the message/s?
4. What was the medium used? Was it effective in conveying the
message/s?
5. What was/were the feedbacks? H ow did the receiver/s send the
feedback/s
6. Was there any noise? If yes, how did the noise affect the message/s?
Note:
1. T h e Essential Update can be f oun d at the Discussion Fo r u m on Google
Classroom titled, “ W E E K 1: E S S E N T I A L U P D AT E #2”
2. For this update, you are required to peer-review at least three (3) essential
updates from your classmate.

54
 TEST YO U RS E L F
Directions: Fill in the blanks.
Communication follows a certain process which is composed or done using different
the elements. To start the conversation, the 1. formulates the message
which will be transmitted to the 2. . The (answer to number 1)‗s job is to
3. or translate his message and he has to choose the media where the
conversation will be grounded. After 4. the message, the receiver will
then give 5. to complete the communication process. This process will cycle
through until the purpose of the conversation is met.

55
 L E S S O N 3:
P RINCIP LES O F CO MM U N I C AT I O N

L EA R NI N G OUTCOMES

After the learning engagements, the learners will be able to:

1. Identify and explain each of the different principles of
communication; and
2. Exhibit effective communication through application of
communication principles.

P R I N C I P L E S A B O U T T H E N AT U R E O F
C O M M U N I C AT I O N
Communication follows a set of rule or guidelines to ensure its effectiveness. The
following principles if assimilated will facilitate communication and render it
effective.

THINKING CAP ON

W h a t do you m e a n by a principle?

My answer:

Write three (3) principles that you think govern communication.

My answer:

1. _______________________________________

2. _______________________________________

3. _______________________________________

56
FOLLOW IN G PRINCIPLES OF C O M M U N I C AT I O N MAKE IT MORE
EFFECTIVE:

1. Principle of Clarity:
The idea or message to be communicated should be clearly spelt out. It should be
worded in such a way that the receiver understands the same thing which the sender
wants to convey. There should be no ambiguity in the message. It should be kept in
mind that the words do not speak themselves but the speaker gives them the
meaning. A clear message will evoke the same response from the other party. It is
also essential that the receiver is conversant with the language, inherent
assumptions, and the mechanics of communication.

2. Principle of Attention:
In order to make communication effective, the receiver‘s attention should be drawn
towards message. People are different in behavior, attention, emotions etc. so they
may respond differently to the message. Subordinates should act similarly as per the
contents of the message. The acts of a superior also draw the attention of
subordinates and they may follow what they observe. For example, if a superior is
very punctual in coming to the office then subordinates will also develop such habits.
It is said that ‗actions speak louder than words.

3. Principle of Feedback:
The principle of feedback is very important to make the communication effective.
There should be feedback information from the recipient to know whether he has
understood the message in the same sense in which the sender has meant it.

4. Principle of Informality:
Formal communication is generally used for transmitting messages and other
information. Sometimes formal communication may not achieve the desired results,
informal communication may prove effective in such situations. Management should
use informal communication for assessing the reaction of employees towards various
policies. Senior management may informally convey certain decisions to the
employees for getting their feedback. So this principle states that informal
communication is as important as formal communication.

5. Principle of Consistency:
This principle states that communication should always be consistent with the
policies, plans, programs and objectives of the organization and not in conflict with
them. If the messages and communications are in conflict with the policies and
programs then there will be confusion in the minds of subordinates and they may not
implement them properly. Such a situation will be detrimental to the interests of the
organization.

57
6. Principle of Timeliness:
This principle states that communication should be done at proper time so that it
helps in implementing plans. Any delay in communication may not serve any
purpose rather decisions become of historical importance only.

7. Principle of Adequacy:
The information communicated should be adequate and complete in all respects.
Inadequate information may delay action and create confusion. Inadequate
information also affects efficiency of the receiver; so adequate information is
essential for taking proper decisions and making action plans.
Source: (―7 Principles of Communication – Explained!,‖ 2015)

P R I N C I P L E S O F C O M M U N I C AT I O N (acc. to Bernales, Balon a n d Biligan, 2018):

8.Communication is an interaction situation wherein the participants are affected by

each one‘s behavior:
Every message is simultaneously a stimulus to new behavior and a response to prior
behavior of the receiver. No message should be isolated from what has occurred
before between the communicants if we really want to understand the message. It
should be understood in the totality of the situation.

2. One does communicate:

We do communicate even when we are ignoring the message of another or
maintaining complete silence. An easy way to understand this would be to think
what you would do if someone, you did not want to interact with, passed a smile to
you. Even by ignoring him, you would still be communicating, ―I do not want to
relate to you‖. Silence, posture and all non-verbal behaviors are the ways we
communicate even when we wish to deny doing so.

3. The message received is not necessarily the message sent:

We usually relate to others as if there was only one reality the way we perceive the
world. We all live as separate individuals with different experiences and different
views of ‗reality‘. How we interpret verbal and non-verbal messages may be quite
different from the meaning intended by the speaker (communicator). Even when
several people are viewing the same behavior, each interprets it differently. While
talking or writing we are describing only those experiences that occur inside us and
they may not be the same for others because every person, because of his different
background, is unique.

4. Communication occurs simultaneously at more than one level:

We communicate on the level of the literal content of the information being conveyed
as well as on the relationship level. In other words, we do not convey information to
the receiver verbally only. By the context, in which the communication occurs, and
by various verbal and non-verbal cues, we are also telling the other person how we

58
see our relationship with him, how we see ourselves, and how he should interpret
our messages.

This second level of communication is called ‗meta-communication‘ and refers to any

communication about communication or any verbal or non-verbal cues about the
literal content of the message sent. For example, I may say to another person, ―I‘m
very happy with you‖, and be serious indicating that I do not mean what I say. I may
also verbally meta-communicate by adding, ―I was only joking‖, which tells the
receiver how he should interpret my original statement.

The context in which communication occurs is another important component of

meta-communication. If I slap my wife while travelling in the bus, I would be telling
the world something quite different than if I were to do the same thing in my own
house.

F O U R B A S I C P R I N C I P L E S O F I N T E R P E R S O N A L C O M M U N I C AT I O N

1. Interpersonal communication is inescapable

We can't not communicate. The very attempt not to communicate communicates
something. Through not only words, but through tone of voice and through gesture,
posture, facial expression, etc., we constantly communicate to those around us.
Through these channels, we constantly receive communication from others. Even
when you sleep, you communicate. Remember a basic principle of communication in
general: people are not mind readers. Another way to put this is: people judge you by
your behavior, not your intent.

2. Interpersonal communication is irreversible

You can't really take back something once it has been said. The effect must
inevitably remain. Despite the instructions from a judge to a jury to "disregard that
last statement the witness made," the lawyer knows that it can't help but make an
impression on the jury. A Russian proverb says, "Once a word goes out of your
mouth, you can never swallow it again."

3. Interpersonal communication is complicated

No form of communication is simple. Because of the number of variables involved,
even simple requests are extremely complex. Theorists note that whenever we
communicate there are really at least six "people" involved: 1) who you think you
are; 2) who you think the other person is; 30 who you think the other person thinks
you are; 4) who the other person thinks /she is; 5) who the other person thinks you
are; and 6) who the other person thinks you think s/he is.
We don't actually swap ideas, we swap symbols that stand for ideas. This also
complicates communication. Words (symbols) do not have inherent meaning; we
simply use them in certain ways, and no two people use the same word exactly alike.
Osmo Wiio gives us some communication maxims similar to Murphy's law (Osmo
Wiio, Wiio's Laws--and Some Others (Espoo, Finland: Welin-Goos, 1978):
• If communication can fail, it will.

59
 • If a message can be understood in different ways, it will be
understood in just that way which does the most harm.
• There is always somebody who knows better than you what you
meant by your message.
• The more communication there is, the more difficult it is for
communication to succeed.

These tongue-in-cheek maxims are not real principles; they simply humorously
remind us of the difficulty of accurate communication. (See also a commentary of
Wiio's laws by J u k k a Korpela.)

4. Interpersonal communication is contextual

In other words, communication does not happen in isolation. There is:
• Psychological context, which is who you are and what you bring to
the interaction. Your needs, desires, values, personality, etc., all
form the psychological context. ("You" here refers to both
participants in the interaction.)
• Relational context, which concerns your reactions to the other
person--the "mix."
• Situational context deals with the psycho-social "where" you are
communicating. An interaction that takes place in a classroom will
be very different from one that takes place in a bar.
• Environmental context deals with the physical "where" you are
communicating. Furniture, location, noise level, temperature,
season, time of day, all are examples of factors in the
environmental context.
• Cultural context includes all the learned behaviors and rules that
affect the interaction. If you come from a culture (foreign or within
your own country) where it is considered rude to make long, direct
eye contact, you will out of politeness avoid eye contact. If the other
person comes from a culture where long, direct eye contact signals
trustworthiness, then we have in the cultural context a basis for
misunderstanding.
(Source: King, D. (n.d.). Four Principles of Interpersonal Communication. Retrieved June 5, 2020, from
http://www.pstcc.edu/facstaff/dking/interpr.htm)

K E Y TA K EAWAYS
1. Principles are considerations in the communication process.
2. These principles ensure effective communication.
3. There are several principles that govern communication. Seven (7) of them
are the Principle of Clarity, Attention, Feedback, Informality, Consistency,
Timeliness, and Adequacy.
4. Interpersonal Communication (IC) is also ruled by four principles. These
state that I C is (1) inescapable, (2) irreversible, (3) complicated, and (4)
contextual.

60
 W E E K 1: E S S E N T I A L U P DAT E #3

Make an Essential Update of 300 words or more describing a communication

situation that shows at least three (3) principles of communication. You are
encouraged to include media (e.g. pictures, video, etc.) to explain the principles of
communication in your selected example.
Note:
1. T h e Essential Update can be f oun d at the Discussion Fo r u m on Google
Classroom titled, “ W E E K 1: E S S E N T I A L U P D AT E #3”
2. For this update, you are required to peer-review at least three (3) essential
updates from your classmate.

TEST YO U RS E L F
Directions: Write True if the statement about the principles of communication is
correct and False if otherwise. Write the answers of the space before ach number.
1. There should be no ambiguity in the message. Since words do not give the
meaning but the people involved in the communication process, it is important that
we deliver a clear message to the receiver.
2. Despite being late, as long as communication is made it will still serve
its purpose. Decisions can still be made and that is all that matters.
3. How we interpret verbal and non-verbal messages may be quite different
from the meaning intended by the speaker.
4. Communication does not happen in isolation.
5. We can always not communicate. It is something that we can choose to
do.

61
 L E S S O N 4:
E T H I C S O F CO MM U N I C AT I O N

L EA R NI N G OUTCOMES

After the learning engagements, the learners will be able to:

1. Identify and explain the different ethics in communications;
and
2. Apply these ethics in real life situations.

E T H I C S A N D C O M M U N I C AT I O N
Ethics is defined as a set of rules or guidelines; these are theories as to which is
right or wrong. In communication, ethics is considerable important because it would
likely guide everyone to effective communication. Theses ethical principles are
universal in the sense that all people should consider these things because of their
vitality in the communication process and effectiveness.
Communication ethics emphasizes that morals influence the behavior of an
individual, group, or organization thereby affecting their communication. For
instance, given the unethical communication practice of a certain company of
concealing the non-remittance of deducted premiums from employees‗ salaries to the
S S S or the Social Security System (or G S I S or Government Service Insurance
System in the case of government offices), the company‗s accountability to its
employees is undoubtedly affected. Compare this situation with that of an
organization that observes ethical practice and remits the employees‘ monthly
contributions to the S S S or G S I S regularly. It is important to note that one‗s
behavior should be regulated by honesty, decency, truthfulness, sincerity, and moral
uprightness.

THINKING CAP ON

W h a t the f ollow ing v i d e o s . T h e n b r i e f ly ex p l a i n wh a t is

w r o n g in the situations presented.

Institute of Singapore Chartered Accountants. (2016, September 23). Ethics Case Study: It was Just a Careless Mistake [Video
file]. In YouTube. Retrieved from https://www.youtube.com/watch?v=ZwFyASop8nc

62
My answer:

LS1ClassPrsnttns. (2017, June 3). Ethical dilemmas: Situations with students [Video file]. In YouTube. Retrieved from h
ttps://www.youtube.com/watch?v=sQS6jKianYQ

My answer:

E T H I C S O F C O M M U N I C AT I O N
Communication ethics is the notion that an individual's or group's behavior are
governed by their morals which in turn affects communication. Generally speaking
communication ethics deals with the moral good present in any form of human
communication. This includes interpersonal communication, mass mediated
communication, and digital communication.

The questions that need to be asked are the following:

1. What do ethics have to do with communication?
2. How can ethics (the consideration of right and wrong) help us in crafting our
communications?
3. Is it possible to be an effective communicator and yet not an ethical
communicator?

―Q uestions of right and wrong arise whenever people communicate. Ethical

communication is fundamental to responsible thinking, decision making, and the
development of relationships and communities within and across contexts, cultures,
channels, and media. Moreover, ethical communication enhances human worth and
dignity by fostering truthfulness, fairness, responsibility, personal integrity, and
respect for self and others."
– from the National Communication Association credo

63
Bernales, Balon and Biligan (2018) took the classic example of a charismatic, but
immoral leader in explaining the concept of ethics in communication. He
understands how to persuade his followers with dazzling rhetoric that appeals to
their emotions. Is he an ethical communicator?

Communication ethics concerns not only the individual, but is of great concern to
businesses, corporations, and professional entities. A business with unethical
communication practices is not effective as one with ethical communication
practices. For example, a business with unethical communication practices may
withhold evidence that it is harming the environment or breaking a law through a
lack of transparence; while a business with ethical practices will immediately press a
release to the affected parties. In this example, transparency makes the business
more effective because it notifies its clients, prospective or established, providers/
suppliers, or other affiliates of the potential environmental hazard or law violation.
In other words, in this example transparency will encourage trust and good faith,
that the effective business will not conceal what is in the interest of its audience.
(Bernales, Balon and Biligan, 2018).

Johnson (as cited in Bernales, Balon and Biligan, 2018) developed ten basics of
Ethical Communication using principles learned in Straight Talk and Nonviolent
Communication as wells as best practices for small group work in general:
1. Seek to ―elicit the best‖ in communications and interactions with other group
members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective, expressing your own
thoughts, needs, and feelings.
5. Seek to understand others (rather than to be ―righ t‖ or ―more ethical
than thou‖).
6. Avoid speaking for others, for example by characterizing what others have
said without checking your understanding, or by universalizing your
opinions, beliefs, values, and conclusions, assuming everyone shares them.
7. Manage your own personal boundaries: share only what you are comfortable
sharing.
8. Respect the personal boundaries of others.
9. Avoid interrupting and side conversations.
10. Make sure that everyone has time to speak, that all members have relatively
equal ―a ir time‖ if they want it.

E T H I C A L P R I N C I P L E S O F C O M M U N I C AT I O N

Completeness
The message must be complete and geared to the receiver‗s perception of the
world. The message must be based on facts and a complex message needs additional

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information and / or explanation. A good subdivision of subjects will clarify the
message as a result of which there will be a complete overview of what is said.

Concreteness
Concrete business communication is also about a clear message. This is often
supported by factual material such as research data and figures. The words used as
well as the sentence structure can be interpreted univocally. Nothing is left to
the imagination.

Courtesy
In addition to considering the feelings and points of view of the target group, it is
also important to approach the audience in a friendly and courteous manner. Use of
terms that show respect for the receiver contribute towards effective communication.
The same goes for the manner in which you address someone. Not everyone will be
charmed if you use a familiar form of address and use of a formal address could come
across as too distant. By using the word ‗they‗ a larger audience is immediately
addressed.

Correctness
A correct use of language has the preference. In written business communication,
grammatical errors must be avoided and stylistic lapses or a wrong use of verbs are
not sufficient either in verbal communication. A correct use of language increases
trustworthiness and the receiver will feel that they are taken seriously.

Clarity
Clear or plain language is characterized by explicitness, short sentences and
concrete words. Fuzzy language is absolutely forbidden, as are formal language and
cliché expressions. By avoiding parentheses and keeping to the point, the
receiver will get a clear picture of the content of the message. Briefly-worded
information
emphasizes the essence of the message. Coherence means the connection of
ideas at the idea level, and cohesion means the connection of ideas at the sentence
level.

Consideration
Communicating with the target group (Consideration). In order to communicate
well, it is important to relate to the target group and be involved. By taking
the audience into account, the message can be geared towards them. Factors that
play a role in this are for example: professional knowledge, level of education,
age and interests.

Conciseness
A message is clear when the storyline is consistent and when this does not
contain any inconsistencies. When facts are mentioned, it is important that
there is consistent, supporting information. Systematically implementing a
certain statement or notation also contributes to clear business communication.
When statements are varied, they will confuse the receiver.
65
 Observing a code of ethics is essential as it determines the kind of behavior that
is proper and desirable over one that is displeasing and offensive. A code of ethics
sets the standards to be observed by a person or a company that will create a good
reputation or a positive image not only for an individual but also for the
organization. It will, therefore, pave the way for the attainment of the desired
results leading to the success of an individual or the entire company. Success in
decision-making will likewise impact the company‗s reputation.

K E Y TA K EAWAYS
1. Ethics is a set of rules and guidelines.
2. There are seven (7) ethical considerations in communication. These 7 C‘s are:
completeness, concreteness, courtesy, correctness, clarity, consideration, and
conciseness.
3. Our moral and values matter in communication.

W E E K 1: CO L L A B O R AT I O N

With the pre-assigned group, collaborate on applying the lesson in ethics in

communication.
PROMPT
Read the situation carefully. Create a short skit of the meeting exemplifying Ethics
in Communication. In the board meeting, students will review the current policy
and discuss whether or not we accept the policy as it stands.
Write the script on a Google doc to be attached at the assignment. The names of the
characters must be the names of the group members.

Situation: P U P Public Library was within two miles of a homeless shelter and
many homeless individuals, who had to leave the shelter between the hours of 10:00
A M and 3:00 P.M., often went to the library. The new director often found these
individuals sleeping or simply sitting in the library and decided it was bad for the
library and its ―real patrons.‖ People pay taxes to come and use this library and I
won‘t have them scared off by the smell or sight of these people. This library is not a
shelter and, if they aren‘t paying taxes, they have no right to be here.‖ The director
then issued a new policy, which prohibited sleeping in the library and occupying the
desk for longer than 2 hours, which prohibited sleeping in the library and occupying
the desk for longer than 2 hours. Patrons could request the table longer if they had
―legitimate‖ business. [end of quote]

Note:
1. T h e Essential Update can be f oun d at the Discussion Fo r u m on Google
Classroom titled, “ W E E K 1, A S S I G N M E N T 1: Communication Ethics Role
Play G r o u p # _ _ _ ”

66
 TEST YO U RS E L F
Directions: List the 7 C‘s in Communication ethics.
1.
2.
3.
4.
5.
6.
7.
Directions: ( S H O RT AN S W ER) Why is ethics important in communication (3pts)

67
References:
7 Principles of Communication – Explained! (2015, May 15). Retrieved J u ne 5, 2020,
from https://www.yourarticlelibrary.com/management/communication/7-
principles-of-communication-explained/53333

Adler, R., & Rodman, G . (1997). Understanding Human Communication (6th

ed.).
Harcourt Brace College Publishers.

Alexander, L. (1984). Comex: The Communication Experience in Human

Relations.
Retrieved from https://www.westgatech.edu/WorkEthics/Communicatio
n%20doc.pdf

B E R L O ‘ S S M C R M O D E L O F C O M M U N I C AT I O N . (2019, September
24). Retrieved
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of- communication/

Bernales, R., Balon, W., & Biligan, R. (2018). Purposive Communication in Local and
Global Contexts. Malabon City: Mutya Publishing House, Inc.

businesstopia. (2018, February 15). Transactional Model of Communication.

Retrieved J u n e 5, 2020, from https://www.businesstopia.net/communication/transaction
al-model-
communication#:%7E:text=Transactional%20model%20of%20communication%20
is,to%20send%20or%20receive%20messages.&text=The%20model%20is%20mostl
y%20used,called%20circular%20model%20of%20communication.

Chase, R., & Shamo, W. (2014). Elements of Effective Communication [Ebook]. Plain
& Precious Publishing. Retrieved from https://play.google.com/store/books/details/Ele
ments_of_Effective_Communicatio n_4th_Edition?id=iWqsBAAAQBAJ

Communication Coach Alex Lyon. (2018, January 15). Communication Barriers

[Video file]. In YouTube. Retrieved from https://www
.youtube.com/watch?v=jsl468Hwr4o

Communication ethics. Retrieved from https://en.wikipedi

a.org/wiki/Communication_ethics

68
Communication: Definition, Principles, Elements and Means of Communication.
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definition-principles-elements-and-means-of-communication/36557

Diaz, Rafaela H.(2005). Speech and Oral Communication. Philippines: National

Book Store.

Drew, C . (2020). Shannon-Weaver Model of Communication | 7 Key Concepts

(2020).
Retrieved J u n e 5, 2020, from https://helpfulprofessor.com/shannon-weaver- model/#:
~:text=The%20Shannon%20and%20Weaver%20Model,noise%2C%20deco
der%2C%20and%20receiver.&text=The%20model%20is%20also%20known,perso
n%20who%20developed%20the%20theory.

Four Principles of Interpersonal Communication. Retrieved from

http://www.pstcc.edu/facstaff/dking/interpr.htm

McPheat, S . (2010). Effective Communication Skills [Ebook].

M T D Training &
Ventus Publishing ApS. Retrieved from http://promeng.eu/downloads/training- mat
erials/ebooks/soft-skills/effective-communication-skills.pdf

Padilla, Mely M . et al. ( 2003). Speech for Effective Communication. Philippines:

Trinitas Publishing, Inc.
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understanding-itd/effective-communication

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guides/principles-of-management/communication-and-interpersonal-skills/the-
communication-process

Institute of Singapore Chartered Accountants. (2016, September 23). Ethics

Case
Study: It was J u s t a Careless Mistake [Video file]. In YouTube. Retrieved from http
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King, D. (n.d.). Four Principles of Interpersonal Communication. Retrieved J u n e 5,
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LS1ClassPrsnttns. (2017, J u n e 3). Ethical dilemmas: Situations with students

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communication-skills.pdf

70
Activity: Self-Appraisal Communications Survey

Materials Needed: H andouts/Transparency: Self- Communications

Appraisal Survey

Directions: Students will complete the self-appraisal survey. Instructions

and follow-up for the students are included on the form.

Many self-appraisal surveys of communication skills are flawed

in that they call upon subjects to report on how well they
actually communicate ("How well do you listen to others?‖).
Students cannot answer such questions with objectivity or
much knowledge. How many people know how well they listen
to others, and how many would be honest about their self-
assessment?

This survey attempts to measure the extent that students work

at becoming better communicators—a judgment they are more
likely to be aware of and about which they can be candid. The
fifteen (15) items of the survey closely parallel the major points
made in the reading.

Follow-Up: Ask questions of the students such as:

 Does your score surprise you?

 Do you think it is accurate?
 What can you do to improve your score?

No answer key is needed.

Time
Required:

Source: Comex—T he Communication Experience in Human Relations, Su ssm an and Deep, South-
Western Publishing Company, 1984.

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 Self-Appraisal Survey—Communications
The purpose of this survey is to determine your susceptibility to being a source of
communication breakdown. Since no one but you will see the results of this
questionnaire, answer the questions as honestly as possible. Respond not as you
would like to be seen as a communicator but as you really are.

Indicate how frequently you engage in the following behaviors when

communicating with another person or persons.

Use this scale to describe your behavior.

4 – I always do
this. 3 – I often do
this.
2 – I sometimes do
this. 1 – I seldom do this.
0 – I never do this.
____ 1. When I have something to say, I am open and honest about my need to say it.

____ 2. I communicate with an awareness that the words I choose may not mean the
same thing to other people that they do to me.

____ 3. I recognize that the message I receive may not be the same one the other
person intended to send.
____ 4. Before I communicate, I ask myself questions about who my receiver is and
how that will affect his or her reception of my message.

____ 5. As I communicate to someone, I keep a watchful eye and ear out for an
indication that I am understood.
____ 6. I make my messages as brief and to the point as possible.

____ 7. I consciously avoid the use of jargon with those who may not understand it.

____ 8. I consciously avoid the use of slang words and colloquialisms with those who
may be put off by them.

____ 9. I try not to use red-flag words (words that might trigger an emotional
response) that may upset or distract the receiver of my message.

____ 10. I recognize that how I say something is just as important as what I say.

____ 11. I analyze my communication style to determine what nonverbal messages I

send and how well they conform to the meaning I desire to get across.

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____ 12. I carefully consider whether my message would be best understood by my
receiver in a face-to-face meeting, over the telephone, or in writing.
____ 13. I form opinions about what others say to me based on what I hear them
saying rather than what I think of them as a person.

____ 14. I make a genuine effort to listen to ideas with which I don't agree.

____ 15. I look for ways to improve my listening skills.

TOTAL S C O R E

Analyze Survey Results

Find your score on the following table.

Score Interpretations
50 – 60 Are you sure you were honest? If so, you are an extremely effective communicator
who almost never contributes to misunderstanding.
40 – 49 You are an effective communicator who only infrequently causes communication
breakdown. The goal of these exercises is to move everyone up to this level.

30 – 39 You are an above average communicator with occasional lapses. You cause some
misunderstandings but less than your share.

20 – 29 Many people (at least those who are honest) fall into this category. While things
could be worse, there is much room for improvement in your communication style. The
goal of these exercises is to move you to a higher category.

10 – 19 You are a frequent source of communication problems. Enthusiastically tackle the

rest of these exercises and consider their implications for you personally.

Less Your honesty is commendable, but it will take more than honesty to improve your
Than communication effectiveness. Consider taking a communication course.
9

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