LESSON 1:

COMMUNICATION PROCESSES,
PRINCIPLES AND ETHICS

RHEMLYN JOY R. GONZALES, LPT

Instructor I
Department of Languages and Mass
Communication
Cavite State University – Imus Campus
Questions to ponder…….

1. Why is communication important to you?

2. Why is communication important to society?
3. Why do you think communication skills are
considered to be essential in being good citizens?
Communication in its simplest definition:

“Communication is the process of

exchanging information
between entities” (Hoynes, 2003).
 “The art of
communication is the
language of
-James Humes-
leadership.”
A good leader needs to be able to
convey a message clearly as well as
understand the meaning and intention
behind what other people say.
Communication Principles
● Communication is a complex process.

 but the real question is, whether the ideas one has
expressed are truly understood by everyone.
 It is done effectively only when information is transmitted
without changing both the CONTENT and the CONTEXT of
the message.
Content the material that is written/contained about a
given topic
Context the circumstances that help us to understand
 “Communication is both an art and a
science, and to get on top and stay on
top, you need to internalize both."
-Dr. Denis Waitley-

The "art" of communication lies in the ability to convey ideas with

creativity, empathy, and understanding, connecting on a deeper
emotional level. On the other hand, the "science" refers to the structured
methods, strategies, and psychological principles that underlie effective
communication.
Communication Principles
● Communication allows to construct ideas and bring
people to believe in one’s vision.
● It can also bring about success to one’s personal and
professional life.
Processes of Effective Communication

Communication is the art of creating and sharing ideas

for a specific purpose. Tejada et al, (2018)
● Verbal (use of language, sounds, tone of voice)
● Non-verbal (body language, deportment, facial
expression)
● Written (journal, email, blog, text message)
● Visual (signs, symbols, pictures, graphics, emojis)
Audience Analysis
● Knowing the audience - Demographic (age, gender, culture,
ethnicity, race, religion, and educational level)
● Understanding their level - Attitudinal (attitudes, beliefs,
and values)
● Preferred channel/medium
● How they need to receive the information - Environmental:
(seating arrangement, the number of people likely to
attend, and the room lighting)
Recognizing Communication Barriers

● Cultural difference (semiotics)

● Varying levels of expectations and experiences
● Difference in perspectives and communication
styles
ex. Western cultures tend to value direct, explicit communication,
emphasizing individual opinions and assertiveness. In contrast, Eastern cultures
often favor indirect communication, relying on non-verbal cues, context, and
subtleties to convey meaning.
Communication Process and Models

Communication Scholars and Theorists

Aristotle
Shannon-Weaver
Osgood and Schramm
Eugene White
Communication Model
The earliest model comes from Aristotle at around 5BC. His model
explains that speakers should adjust their messages according to their
audience and the occasion to achieve a particular effect.

The Aristotle model of communication is a linear and speaker-centric model with no

scope for the audience to provide feedback. There are five basic components, including speaker,
speech, audience, effect, and occasion.
Three Key Elements:

The model consists of three key elements that contribute to

effective communication: Ethos (speaker’s credibility), Pathos
(emotional connection with the audience), and Logos (logical
arguments and evidence).
ETHOS:

Ethos (Character) based on the personal character or credibility of

the speaker;

known as “the appeal to authority” or “the appeal to credibility.”

PHATOS:

Pathos, (Emotions) based on inducing specific emotions or putting

the audience into certain frames of mind.

known as “the appeal to emotion.” Pathos refers to the method of

trying to persuade an audience by eliciting some kind of emotional
reaction.
LOGOS:

Logos, (Logic) based on the logical arguments made in the speech.

known as “the appeal to reason.” This method involves using facts

and logical reasoning to support an argument and persuade an
audience.

.
Claude Shannon and Warren Weaver
Designed by Claude Shannon and Warren Weaver. This is
also often called the “Telephone Model” because of the
technology of the telephone and the experience of “noise” coming
from the switchboard.

This model tells us how the message may sometimes get

lost because of the noise, which can be physical or psychological
and how feedback is an essential component of communication to
ensure that the message is successfully received.
OSGOOD SCHRAMM MODEL OF
COMMUNICATION
The role of interpreter (appreciation of message)
will dictate if the process would succeed or fail.

Semantic noise - term used when the sender and

receiver may apply different meanings to the same
message. And this will leads to the second model of
Schramm.
SECOND MODEL OF COMMUNICATION
SEMANTIC NOISE

Another model of Schramm where it perceives that for the

message to reach the receiver, there must be a common field of
experience between the sender and the receiver.

This will allow the receiver to still understand the core

meaning of the message despite differences between the sender and
receiver’s experiences and nuances of the message.

This field of experience may constitute culture, social

background, beliefs, experiences, values and rules.
 It is circular and
continuous. There is no
beginning and end.

EUGENE WHITE’S STAGES OF ORAL

COMMUNICATION (1960)
EUGENE WHITE’S STAGES OF ORAL
COMMUNICATION
According to White, it is possible to begin at any of the
stages outlined in his model.

The most important contribution of his model is the

concept of feedback which can only be processed by the
speaker if he or she has been monitoring the audience or the
listener. Hence, the speaker must also pay attention to the
listener’s verbal and non-verbal cues.

The communication process is circular nor linear.

Communication Stages
FEEDBACK MESSAGE

CONTEXT

MESSAGE MESSAGE

MESSAGE
Communication Stages

Source - The source of the message is the sender.

Message - The message is simply the information a person wants to
communicate.
Encoding - This is the process of transferring the message into
a format or platform that is expected to be understood or decoded
by the recipient of the information.
(1) know the audience’s context and understand what they need to know
(2) identify the possible means of sending the message and choose the
best option
(3) use a language the audience will understand
Communication Stages

Channel - This is the method(s) one uses to convey the message.

Receiver - The target of the recipient of the message.

Decoding- This happens when the intended recipient of the information

receives the message. Receptive skills: reading and comprehending,
viewing, active listening, or asking questions.

Feedback - This is the mechanism that gauges how successful the

communication process is – oral response, body language, facial expression,
written remark, any form of reaction to the information received.
Characteristics of Effective Communication
1. Clarity- This pertains to both the message and the purpose why the message has
to be sent.

2. Conciseness - The message should be as brief as may be required depending on

one’s purpose

3. Completeness -Despite conciseness, the message should still be complete and

accurate.

4. Organization - Effective communication is usually planned in order to ensure the

systematic flow of ideas and transition from one point to another.

5. Empathy- The sender of the message should be sensitive to the needs and
interests of the receiver

6. Flexibility - Effective communicators know how to adapt to the varying needs and
expectations of their audience.
Criteria for Effective Feedback

1. Be vulnerable.
6. Check your language.
2. Lead with intent.
7. Accept feedback.
3. Focus on the
8. Ask what you can do
behavior.
to help.
4. Have a conversation.
9. Stick to facts.
5. Focus on the future.
10. End on a positive
note.
Be vulnerable.
Receiving feedback often puts someone in a vulnerable
position. Using a bit of humility creates a relationship where the receiver
can “hear” feedback better, as they’re not the only ones being vulnerable
in the exchange.

Bad: “Your writing is far from where it should be at this point.

What are you doing to improve?”
Good: “I remember having a conversation with my manager just
like this a few years ago and it really helped me become a better
writer.”
Lead with intent.
Use phrases such as, “The reason I am telling you this is ….”
or, “I am hoping the result of this conversation will be …” Preface
your recipient’s feedback with phrases like these to show where
you’re coming from and explain why you’re giving feedback in the
first place.

Bad: “Your productivity is lacking.”

Good: “The reason your performance rating was lower than

normal is because I know you’re capable of producing much
more than you have been lately.”
Focus on the behavior.
Discuss how that person’s behavior impacts you and/or the
organization. This will keep the conversation from derailing to a
place of hurt and blame.

Bad: “You’re the only one who’s ever behind on projects.”

Good: “Constantly submitting late work makes me think you

don’t understand our team’s goals.”
Have a conversation.
Make sure the conversation goes both ways as opposed to a
one-way dump.

Bad: “Your slow response time to my emails is frustrating.”

Good: “When you don’t respond to my emails for a few

days, it makes me feel like you’re not committed to our
projects. Can you tell me a little bit about your views on
timely responses?”
Focus on the future.

While it's important to look back at what's already

happened, the purpose of feedback is making adjustments that
influence future performance. Keep your conversation centered on
the actions that need to be taken in the coming weeks/months.

Bad: “We really need to look at what went wrong last

quarter."

Good: “Let's create some goals for you to start tracking over
the next few months.”
Check your language.
Avoid using matter-of-fact phrases such as, “You’re too
sensitive,” or, “You’re not good at taking constructive feedback.”
Instead, use “I” language to share your opinions (but keep in mind
that saying things like, “I feel like you’re too sensitive” is cheating).

Bad: “You make it difficult to give you constructive

feedback.”

Good: “I find it difficult to give you feedback because I worry

you’re taking it negatively.”
Accept feedback.
Feedback isn't a one-way street. These meetings should be
a conversation, not a list of demands. Accepting and acting on
employee feedback will improve your relationship with your
employee and make them feel heard.

Bad: “Let's sit down and talk about all the ways you need to
improve."

Good: "Is there anything I can do to help you? How can I

communicate better?"
Ask what you can do to help.
Don't simply offer areas of improvement to an employee.
Offer tangible areas they can work on, and offer your aid to help
them reach their goals.

Bad: “Your numbers are down. That needs to change."

Good: “I think taking this online course would really help

you increase your output. If you have any other questions,
feel free to ask."
Stick to facts.
There's no arguing with cold, hard data. Employees can
disagree with your evaluation of their performance, but it's much
more difficult to refute statements backed up by statistics.

Bad: “Your performance has been lackluster recently."

Good: “Your sales are down 30 percent this month. What, in

your opinion, has influenced that drop, and what can we do
to improve it?"
End on a positive note.
Receiving feedback, even when it's helpful, can be difficult
and uncomfortable. Employees can leave a meeting worried about
their job security or workload. End your conversation with a
compliment or affirmation that you believe in them.

Bad: “If changes aren't made soon, we might need to

evaluate your fit with the organization. Get after it."

Good: “I'm excited to see how you take on these new

challenges. We all know you'll do great."
REMINDER!

Giving feedback isn’t something that comes natural

to most of us. It takes practice to become a skilled
feedback giver (and receiver). That means you can’t give
feedback once a year or just anytime you want and expect to
improve. Leverage a program for yourself that turns giving
feedback into a routine and start getting into the practice of
giving and requesting feedback on a regular basis.
COMMUNICATION ETHICS

1. What is ethics?
2. Why do you think there should be ethics in
communication?
3. What problems can arise when people are not ethical
in their communication practices?
Communication Ethics

According to NCA in their Credo for Ethical Communication

Ethical communication is fundamental to responsible

thinking, decision-making, and the development of relationships
and communities within and across contexts, cultures, channels
and media.
Communication Ethics
• Ethics is a system of moral principles that helps us
tell right from wrong, good from bad.
• It helps us lead a more fulfilling life whether on a
personal or professional level.

Four Principles of Communication

1. Advocate truthfulness, accuracy, honesty and reason as

essential to the integrity of communication
2. Freedom of expression, diversity of perspective and
tolerance of dissent to achieve the informed and
responsible decision-making fundamental to a civil
society
Four Principles of Communication

3. Condemn communication that degrades individuals and humanity

through distortion, intimidation, coercion and violence and through
expression of intolerance and hatred

4. Accept responsibility for the short and long term consequences of

our own communication and expect the same of others
Communication Ethics

Communication is ethical only when it is genuine, open,

cooperative, sensitive to one’s cultural and social beliefs and
practices.

In communicative situations, ethics is best observed by people who manifest the

following:

1. Active and respectful listening (for face-to-face communication)

2. Avoiding prejudice or being bias
3. Showing commitment and genuine interest
4. Respecting socio-cultural beliefs and practices of others
Active and respectful listening
● “You cannot truly listen to anyone and do anything else at
the same time.” M. Scott Peck

● Active listening helps avoid misinterpretation and

misunderstanding especially when communicating with
people having different belief systems, culture and social
background.
Active and respectful listening

One must be aware of one’s behavior and habits during the

communicative process in different circumstances. While listening,
the following must be considered:

1. Body language
2. Eye contact
3. Sense of the message
4. Turn-taking
Active and respectful listening

● Awareness of these considerations would send a message

that a person speaking is either important or unimportant.

● What do we really mean when we say active listening?

Being an active listener requires involvement in the

conversation or communicative situation. It demands
conscious effort to be attentive to the words and more
importantly to the sense of the message being relayed.
 Five Key Aspects of Active Listening

1. Pay close attention.

2. Show physical manifestations that you are listening.
3. Check for understanding.
4. Don’t interrupt.
5. Respond appropriately.
How past experiences and prejudice affect
communication

● People enter a communicative situation with certain

expectations and they behave or react accordingly.
 Past Experience Effect to Communication

Your parents reacted negatively when You hesitate to discuss the topic with
you opened up about your interest for a them despite your rich potential to that
certain craft craft.

Your colleague has forgotten some very You give him/her reminders every now
important information many times in the and then to avoid messing up again.
past.

A subordinate in a group that you lead You don’t ask for your subordinate’s
disagreed twice in your suggestions. opinion anymore, even if he might agree
with you this time.

Your professor ignored your inputs last You don’t provide inputs in class
session. anymore.

Your teammates reacted positively to You use the same strategy in a similar
your strategy. situation.
3. Showing commitment and genuine interest

● Being committed means giving sufficient time and

resources to any discussion or conversation, and being
open about any issue that may arise.

● Commitment also involves volunteering important

information, even if it puts a person’s own short-term
interests at risk, as long as it is for the benefit of the
majority especially in the long run.
4. Respecting socio-cultural beliefs and practices of
others

● The concept of globalization is not new, but people

somehow fail to realize that this is not confined to
technology or bridging the world and making it a virtual
community.

● Ethical communication requires people to respect socio-

cultural beliefs and practices of others, while at the same
time avoiding all kinds of stereotypes.
Thank you for
listening!
Assignment

Assessment:

1.What is the message of the ad?

2.How is the message understood? What semiotics are used?
3.Is there any individual or group that may be offended by the ad?
4.Is there another way of presenting or delivering the message?
5.Do you think the ad is ethical?
1. LBC’s “Spelling Bee” Commercial (2009).
2. Joy Tissue’s “Sa bukid walang papel” Commercial (2001)
3. EQ Diaper’s “Lapu-Lapu” Commercial (2013).
4. Colt 45’s “Vava-Vroom Real Man Promo” (2010).
5. Napoleon Quince’s “Nakatikim Ka Na Ba Ng Kinse Anyos?” (2004).
6. Nice Day! Coffee’s Commercial (2014).
7. T-Bar’s “Sexy Girl Fight” Commercial (2012).
8. Bayantel’s “Satisfaction Guarantee” Ad (2006).
9. McDonald’s “Dada” Commercial (2002).
10. McDonald’s “BF-GF” Commercial (2011).