Communication Processes, Principles and Ethics

Communication and its Meaning

Communication (came from the Latin term ‘commūnicāre’ which means to share) is the act of conveying meaning
to a person or group of people using a mutually understood symbols, gestures, behaviors and semiotic rules. As
much as communication is acquired skills, not everyone can communicate properly not unless they exert effort to
develop and refine their communication skill.

Communication plays a significant role in a day to day basis since it is used to persuade, inform, entertain and
motivate. It is important to develop variety of skills depending on its purpose, as well as to know how to interpret
conversation and information coming FROM others. Knowing your audience and understanding how they need to
receive information is equally important as knowing ourselves.

The Communication Process

The goal of communication is to transmit information and the understanding information—from one person or group
to another person or group. This communication process is divided into three basic components: A sender conveys
a message through a channel to the receiver. 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
Figures.

Otherwise, the sender can't know whether the

other parties properly interpreted the message
or how they reacted to it.

Figure 1. Communication Model.

Figure 2. Communication Process.

Communication clearly defines as sending and receiving messages. The figure shows the communication process,
there must be a sender who sends the messages and a listener who listens or receive the message.
Principles of Communication

It is mentioned earlier that communication is an acquired skill or something that you can learn about as you go
through the process of development. But not everyone is skilled knowing that there are some factors that affects
the development of one’s individual. To attain such an effective communication, it is important to know the principles
of communication.

1. Principle of Clarity
The thought or idea that needs to be communicated should be spelled properly. The word should be
arranged in such a way that the receiver understand the same word which the sender conveys.
Pronunciation should be clear as possible including the enunciation to avoid misconception.

2. Principle of Attention
Attention is very important in communication. One should pay attention to every single detail in
communicating. To understand what the sender means, the receiver should be drawn towards the message
by paying attention to the emotion, behavior, manner and gestures so they may respond properly to the
message.

3. Principles of Feedback
A feedback signifies that communication is effective. Therefore, it is important to provide feedback once
communication takes place.

4. Principle of Informality
There are major distinctions between formal and informal communication. To emphasize, there are times
that formal communication may not accomplish and desired results so informal communication can be
effective and efficient in some situations. It is valid to convey message informally because it is as important
as formal communication.

5. Principle of Consistency
Consistency always matters in communication. To achieve consistent result once must be consistent in the
way they communicate. It contributes to the reputation of both sender and receiver and strengthens
relationship.

6. Principle of Timeliness
This principle states that communication should be done at an accurate time as possible. To attain this
principle, the sender who conveys the message should make a safety measures when delivering the
message. Time is very important, when the receiver is not ready to accept or hear the message it is
therefore not the right time to convey the message.

7. Principles of Adequacy
This principle is important in communication. Inadequate message creates confusion to the receiver, but
an adequate message build rapport to both parties. So it is important to deliver adequate message at all
times in all respect.

Communication Ethics

Ethics is the moral system or judgment of what is right from wrong and also refers to the values, conduct, manners
and behavior with the respect of rightness and wrongness of an action. If it is used in communication, we define
communication ethics as the governing principles of communication that has to do with the rightness and wrongness
as well as appropriateness relevant to the dimensions of communication. Ethical communication advocates
truthfulness, accuracy, honesty and endorse freedom of expression with its diversity of perspective that leads to the
respect of other communicators before evaluating and responding to their messages.

Communication and Globalization

Communication and globalization are usually connected with each other. To attain globalization, communication
plays an important part. Globalization is the process by which people in the world are unified and act as one society;
in order to have globalization a person has to know a universal Language - which in most cases; English is the
language that connects us to globalization. Also, globalization and intercultural communication impacted the types
of communication skills needed in dramatic ways. Today, people need to understand the dynamics of long-distance
collaboration, the impact of culture on manners and way of speaking. Understanding the impact of globalization can
help to select the most useful communication skills development.

In global environment, communicating effectively can be a challenge. Even if both persons speak the same
language there still can be a misunderstanding because of their cultural differences. Research on cross-cultural
communication often focuses on understanding how individual differences influence our ability to communicate with
others. Since most individuals grow up within a single culture having to interact with others from a different culture
or background can represent a challenge. This is one of the factors that contributes and hinder communication in
achieving globalization. This is why it is important to know the purpose of communication, in that way once can
develop their skills in communicating with people with different culture and languages.

The advent of Technology has paved the way for communication not only to be confined locally but more so,
internationally. People, companies and different states have to adjust, adapt and innovate communication
processes, method and procedures in the global scene. The consistent need to have clear and effective methods
of communications inter-culturally is constant.

Communication Issues in Intercultural Settings

1. Direct Communication and Indirect Communication

This issue is commonly observed because of the culture and background of two speakers. Messages can
be interpreted different because of the differences in communication methods and styles.

For example, Westerners are generally using direct communication when expressing their ideas. They
would however use idiomatic expressions or euphemisms when expressing indirect ideas. Filipinos on the
other hand, are usually would usually use indirect method of communication even if the situation calls for a
direct form of communication. Filipinos at times are known for using flowery words and that they would often
beat around the bush when sending a message. This is in fact part of our culture---but this scenario might
cause problems when dealing or communicating in a multicultural setting.

2. Confusion with Accent, Pronunciation and Fluency

The diverse characteristic of a multi-cultural communication set up may cause language barrier to both
sender and receiver. Message may not be interpreted correctly and may not be understood because of
accent and pronunciation differences. The correctness of feedback of the receiver in expressing his/her
thoughts or responding to a message will be based on his/her fluency on the language of the sender. If
these conditions are not met, communication will be unsuccessful—this in turn might lead to conflict and
strained relationships.

3. Attitudes on Rank and Authority

 A very important aspect of any organization is the ability to work in a team. However, there is a difference
on how an organization treat rank authority depending on their culture. Understanding these differences
would account for the success or failure of an organization.

4. Different styles and Procedures in Making Decisions

Different Cultures have different styles in arriving at a decision or an agreement. They are some companies
or leading who are not very transparent in giving out details when they arrived at a decision while other
cultures, like Americans are swift and transparent in arriving at decisions.

Impact of Communication in Society and the World

The need to communicate is ever growing and the methods of communicating is fast changing. Man has evolved
from simple cave drawings, sign language and smoke signals to the digital era—where cellphones and gadgets
play an active role in communication that is aided by the internet.

Below is the impact of Communication in the Society and World

1. Communication breaks the racial divide

Learning a new language, being exposed to different cultures through various forms of media helps us
understand, respect and appreciate other cultures.

2. Communications evokes inspiration

In the history of the world, we have seen the rise and fall of a Nation or a culture or Society because of
inspiring and charismatic speeches, broadcasts and announcements of different leaders and influencers.

3. Communication is a symbiotic relationship

In order for communication to be effective, messenger to first and foremost should understand the message
that he/she wants to convey. Preparation, research and practice are key factors that contribute to the
success and effectiveness of the communication.

Local and Global Communication in Multicultural Settings

It is indeed a challenge to communicate to a person with cultural diversity because a context may differ depending
on the person’s perception of word meaning in relation to their culture. The culture shapes so much of the way a
person interacts with each other, and then when you think about language barriers and vocabulary used by different
generations, it is easy to see where miscommunication can happen.

Barriers to Local and Global Communication in Multicultural Setting

Some of the barriers to effective communication are language, medium of communication, personality and culture.
Culture became a barrier to an effective communication when a person has different language bearing, and they
have different interpretation to such words. Example of which is the “ok sign” done by everyone.

One gesture has a lot of interpretation. In US, the ok sign means “ok”, while in Brazil it means an insult when you
do the “ok sign”. The picture above clearly states the different meaning of a hand gesture. It goes to show that when
the culture is different from someone else, misunderstanding will likely to occur. The best way to avoid such things
is to learn other‘s culture and to set an awareness as to how one will react and behave when such situation arise.

It is also relevant to know and understand the importance of verbal and non-verbal communication and how it takes
place to multicultural setting. It is advised to know and learn the culture beforehand to avoid misconception. Upon
learning the culture, expect differences. A person with different culture from you has different language or may
speak at different volumes, less or direct in showing emotion or may or may not engage in small talks. Be wary of
how you deliver your words or show your gesture because it may lead to a lot of misconception. It is important to
use formal words in order to not offend others despite of cultural differences. This is the best way to deal in
multicultural setting locally and globally.

Varieties and Registers of Spoken and Written Language

Registers are the style of language spoken and writing that is appropriate for a certain situation. It could be formal,
informal or neutral. In writing discipline, the language registers determine the vocabulary, structure, and some
grammar in writing.

There are different language registers for different types of writing that everyone uses, just as the language
everyone spoken. Communication depends on how you communicate with different people.

Example: To your brother: What's up? Good thing you came to visit!

To the President: Good morning, Mr. President. Thank you for visiting.

Formal Language Register

In academic writing, formal writing is required but said to be the most difficult because it uses formal language and
formal structures of grammar. Common examples are essays, business letters and reports among others.

Informal Language Register

This is written in a manner of talking to a closest someone such as friends and family. We used informal language
in this type of writing because it shows how we know them very well.

Informal writing includes: Personal e-mails, phone texts, short notes, friendly letters, most blogs, diaries and journals

Neutral Language Register

In neutral writing, it does not necessarily formal or informal, and it is incorporated with nonemotional topics. It is not
positive or negative but also delivers facts.

Examples: Reviews, articles, some letters, some essays, technical writing

In one prominent model, Martin Joos (1961) describes five styles in spoken English:

Frozen: Also referred to as static register. Printed unchanging language, such as Biblical quotations, often contains
archaisms. Examples are the Pledge of Allegiance of the United States of America and other "static" vocalizations.
The wording is exactly the same every time it is spoken.

Formal: One-way participation; no interruption; technical vocabulary or exact definitions are important; includes
presentations or introductions between strangers.

Consultative: Two-way participation; background information is provided – prior knowledge is not assumed. "Back-
channel behavior" such as "uh huh", "I see", etc. is common. Interruptions are allowed. Examples include
teacher/student, doctor/patient, expert/apprentice, etc.
Casual: In-group friends and acquaintances; no background information provided; ellipsis and slang common;
interruptions common. This is common among friends in a social setting.

Intimate: Non-public; intonation more important than wording or grammar; private vocabulary. Also includes non-
verbal messages. This is most common among family members and close friends.

Evaluating Messages and/or Images of Different Types of Texts Reflecting Different

Cultures
A "text" isn't limited to something written down. A text can be a film, an artifact, anything in a language and culture
that conveys meaning. Think about the texts that you use in your language classroom: What's in the textbook? What
do you read in class or even at home? How do you describe the classroom, its design? Why do you think the chairs
are placed facing the tables? Those questions, with its finite answer would tell you that there are texts that are
reflection of one’s own culture.

Cultural Text

Cultural texts are those objects, actions, and behaviors that reveals cultural meaning. A photo is an image, but is
also a cultural text, a picture with cultural information beyond just the picture itself. Food, house and clothing also
suggest information regarding culture and it does not stop there. The entire space and place, including the people
and their interaction, all the rituals and rules and its various forms in which they manifest themselves, are “readable”
texts. Although, not every text has a particular cultural relevance.

Identification of cultural text is somewhat easy. When you look around the classroom or the place you are right now
and see the people or things around you, those you see are cultural text. Even the spaces that may or may not void
to people are considered to be cultural text, the arrangement and demographic shows how space is used. What is
in the space and what happens to the space is all cultural text or an image that are available for analysis. In other
words, the space and objects within it are “readable” cultural texts. The purpose, needs, values and even the beliefs
of the people who occupy it had something to say about it.

Returning to the instance of classroom, consider the following questions:

• Why do you know where to sit and what it means to sit in front, middle or back of the classroom?
• How was the room decorated? Can you give a conclusion why?

As you consider the questions, you would know that those images, designs, reasons and beliefs are there, and they
are arranged that way because its cultural background says otherwise.

Understanding Different Types of Texts

A text can come from any form and be any kind of writing. It can be letters, adverts, user-guides, emails, post cards,
notes and magazine articles. But then, a text is not limited to something written down. It can be a film, artifact, or
anything in a language and culture that conveys meaning.

Understanding what kind of text helps to understand the purpose why it was written.

For example:

• An advert is written to in order to influence someone to buy, therefore it is made to persuade.

• A user-guide consists of instruction of how to make things run, or how to cook food for instance. It is write
to give instructions.
 • A formal (business) letter is sometimes written to inform about something.
• A personal letter can also be written to someone describing a holiday vacation.

Persuasive Texts

A persuasive text encourages you to do or want something. In writing such, take note that you may use of proper
capitalization, proper punctuation marks and may also use repeated words or questions to catch attention.
Adjectives must be used as often as possible so that it may sound attractive. One sided arguments help to make
the text credible.

Instructive Texts

An instructive text is written to instruct someone to do something, or relating to procedures to be done. The tone of
words is commanding and may use formal and direct words. Extra words are not needed especially the use of
adjectives.

Informative Texts

An informative text informs using words of fact and step by step procedures. Common example of it is the
announcement posted in the bulletin board, or news broadcast in the television.

Descriptive Texts

The role of descriptive text is to describe a person, things or an event by using adjectives or adverbs to clearly
emphasize the description process. The writer, upon writing the text clearly wanted the reader to imagine what is
like and how is like by using describing words that appeals to the five senses of humans.

Communication of Various Purposes

Why is there a need for humans to communicate? They do so for certain reasons or purposes. To achieve those
purposes, communicative strategies will be used to obtain, provide and disseminate information. We already know
how communication changed drastically with the aid of technology, so it is important for people to take into account
every aspect of how they are relaying information. This is where communication strategies come into play.
Communication strategies are the blueprints for how this information will be exchanged.

Obtaining Information through Communicative Strategies

One way to obtain information is to ask questions using “why, what, who, when, where and how”. This is the common
and simpler way to get information. But what is the use of communicative strategies to obtain information? When
we employ strategy in communication it creates an easy way for better understanding because it details the
message, audience and resource of communication.

Types of Communicative Strategies

According to Cohen, “strategies must be used to start and maintain a conversation since it is also bound by implicit
roles.”

The suggested strategies are as follows:

1. Nomination – A speaker nominates to collaborate and produce a sensible topic. When the strategy is being
employed, it opens a good topic with people using it.
 Examples: “Do you have anything to say/ or add?”, “It’s your turn to ask questions.” or “Does that make
sense to you?”

2. Restriction – It refers to any limitation you may have as a speaker.

Example: You were asked by your teacher to deliver a speech in a specific language.

3. Turn-taking – it pertains to the process by which people decide who takes conversational floor. The idea
is to always give communicators a chance to speak.
Example: “Go on with your ideas. I’ll let you finish first.”

4. Topic Control – A communicative strategy used to control and prevent unnecessary interruptions and topic
shifts in a certain conversation. Topic control is sticking to the topic throughout the discussion.
Example: “Let’s go back to the topic.”
“We are talking about communication here, right?”

5. Topic Shifting – As the name suggests, involves moving from one topic to another. In other words, it is
where one part of a conversation ends and where begins.
Example: “By the way, there’s a new shop opening at the mall.”
“In addition to what you said about the beautiful girl is that she is also smart.”
Topic shifting uses transitions to indicate a shift like: “By the way”, “In addition”, “Moreover”, and the like.

6. Repair – This refers to how a speaker addresses the problems in speaking, listening, and comprehending
that they may encounter in a conversation.
Examples: “Excuse me, but there are 5 function of communication not 4.”
“I’m sorry, the word should be pronounced as pretty, not priti.”

7. Termination – This refers to the conversation participants’ close-initiating expressions that end a topic in
a conversation.
Examples: “Best regards to your parents! See you around.”
“That is all for today class, goodbye!”

Providing and Disseminating Information through Communicative Strategies

Earlier, we discussed about communication. We understand how important it is and how it varies depending on the
speaker’s purpose. Take note that we also considered different cultures when we communicate. When everyone
has a culture different from yours or from us, we should take extra efforts to know their culture in order to
communicate properly and effectively and to avoid misconception. We also know how communication evolved
through the use and invention of technology. Communicating became easy and instant because of the social media
such as Facebook, MySpace and Emails. Although, it has an advantage, we considered its disadvantages and how
does it affect communication. Through this we understand the process of communication; we recognize
communication with its deepest purpose.

We are left with the question “how do we communicate?” despite of different cultures, perceptions, beliefs, religions,
gender, educational status and languages? The answer would be obtaining the use of communicative strategies.
We learned that it is a plan, or way of sharing information. Through the use of nomination, restriction, turn-taking,
topic control, topic shifting, repair and termination we will be able to achieve a particular social, political,
psychological or linguistic purpose of communication.