LESSON 1: COMMUNICATION PROCESSES, Examples of Non-verbal Cues:

PRINCIPLES AND ETHICS

 Intonation
COMMUNICATION
 Facial expressions
 Derived from the Latin words con which means
“with”, munus which means “a business”,  Pause
communis which means “common” and  Hand gestures
communico which means “to confer”
 Use of visuals
 It is therefore defined as the process of
accomplishing a goal  Body movement

 Described as the transfer of information,  Eye contact

thoughts or ideas to create a shared
TYPES OF COMMUNICATION
understanding between a sender and a receiver
 Non-verbal Communication - sending of
 It is a dynamic, two-way process
message using methods other than spoken
 According to Sanchez (2017), effective language. It may be intentional or
communication is the most critical component unintentional.
of total quality management.
According to Tidwell (2016) there are two kinds of
 Verbal Communication - uses words or non-verbal communication:
symbols. It is done through speaking or writing.
 Non-verbal messages produced by the body
 *Spoken communication can be done
 Non-verbal messages produced by the broad
through face-to-face interaction, through
setting such as time, space and silence
mobiles or computers, public speaking, etc.
Examples of non-verbal communication:
 *Written communication can be
written, digitized or printed.  touch glance eye contact
vocal nuance proximity
Verbal communication is focused on how messages are
portrayed.
 facial expressions gestures
Factors that affect verbal communication:
volume pause (silence)
 Tone of voice

 Use of descriptive words  intonation

 Emphasis on certain phrases  dress posture smell

 Volume of voice
 According to Mehrabian (2017), 55% of
information gathered when people are speaking
to each other in person is determined through
body language, 38% of the information relayed
in a conversation through tone of voice, and
only 7% of the words that are spoken are used
to understand what is being said.
In verbal communication, meanings are also taken
from non-verbal forms and are better known as
NON-VERBAL CUES
 *Non-verbal cues - make the message clearer
and give the listener an indication in what way
the information should be received.
 *These are similar with non-verbal type of
communication; but these are used to
accompany verbal communication.
context formality
Uses of non-verbal communication
 Used to repeat the verbal message.
 Often used to accent a verbal message.
 Often complements the verbal message but
may also contradict.
 Regulate interactions.
 May substitute for the verbal message,
especially if it is blocked by noise or
interruption.
ELEMENTS OF THE COMMUNICATION PROCESS
 Sender
a person, group or organization who initiates
communication. Also called as encoder, source,
speaker, writer or communicator.
  The sender is responsible for the success of the
communication.
The Communication Process Model
 The sender’s experiences, attitudes,
knowledge, skills, perceptions, and culture
influence the message.

Message

is the element transmitted in the communication

process. The message should be coded by the sender
in a way that it will be easily understood by the
receiver

Channel
ASPECTS OF COMMUNICATION
pathway or medium through which the message
travels to reach its destination. It may be oral, written  The importance of communication is related to
or visual. Each kind of channel has a specific use various aspects.
depending on the message.
1. Communication is integrated in all parts of our lives.
Examples: Face-to-face, through writing letters, social
 We communicate every minute and every
media, mobile phone call, etc
second of our lives. And as we go through life
Receiver everyday, we use communication in all
places we go to, in different parts of our lives.
the person who receives, understands, analyzes and
interprets the message. Also called as decoder, reader 1. Communication is integrated in all parts of our lives.
or listener.
 A. Academics
The receiver’s experiences, attitudes,
 According to researches, students who are good
knowledge, skills, perceptions, and culture influence the
in writing and speaking perform better not only
interpretation of the message.
in the English class, but also in other learning
 Successful communication takes place when the areas.
receiver correctly interprets the sender’s
 B. Professional
message. In giving the receiver’s response, the
receiver then becomes the sender.  Employees who are better in communicating
have the higher chance of getting hired.
Noise
 C. Personal
a form of distortion, barrier or obstacle that occurs in
any of the phases of the oral communication process. It  Having a vocabulary to name the
may be visual, aural, physical or psychological in forms. communication phenomena in our lives
increases our ability to alter consciously our
Examples: inappropriate channel,
communication in order to achieve our goals
incorrect grammar, inflammatory words, jargon, signal
and avoid miscommunication.
problem, etc
 D. Civic
Feedback
 Civic engagement refers to working to make a
the receiver’s response that provides information to the
difference in our communities by improving the
sender. It shows whether the receiver understood the
quality of life of community members.
message or not.
2. Communication meets needs
 According to Bovee and Thill (1992), even the
lack of response, is in a sense, a form of  Communication is more than the transmission
response. It is a very important element of the of information. We also communicate in order
process because it makes the communication to survive our day-to-day activities.
dynamic, two-way interactive event.
 Physical Needs - keep our brain and body
Adjustment functioning

it is done if the message is not clearly understood by  Instrumental Needs - instructing people, giving
the receiver. directions
  Relational Needs - initiate, maintain or end a
relationship
 Identity Needs - people present their image
through the way they communicate
3. Communication is guided by culture and context
 Culture - as defined by O’Neil (2006), it is the
full range of learned human behavior patterns.
It includes knowledge, belief, art, law, morals,
customs, etc.
 Context - the circumstances that form the
setting for an event
 Culture and context influence how we
deliver and how we understand messages.
CONTEXT
4. Communication is learned.
 The need to communicate and the ability to
learn a language is innate. However, our
manner of communication varies from person
to person. This is because communication is
learned rather than innate.
 The Case of the Feral Children - children who
were raised by animals; children who grew up
isolated from human contact
5. Communication has ethical implications.
Communication ethics deals with reflecting and
negotiating our actions based on what we believe to be
right or wrong.
ISSUES IN COMMUNICATION
Content
refers to the information and experiences that are
provided to the receiver of the communication process.
 The message must be presented in a language
that makes a grammatical sense.
 Words have different meanings and may be
used or interpreted differently.
 Therefore, content should be tailored or edited
for the public to ensure effective
communication.
Process
refers to the way the message is presented or delivered.
 The non-verbal forms that we use often cause
messages to be misunderstood as we tend to
believe what we see more than what we hear.
 Therefore, we should be mindful of the non-
verbal cues that accompany our verbal
communication.
Context
Refers to the situation or environment in which your
message is delivered.
 If the sender is unaware of a specific context,
the sender might say improper words or
messages.
 If the receiver is unaware of the context, the
message might be interpreted incorrectly.
 Therefore, it is important to assert and
understand the context before saying
something.
PRINCIPLES IN COMMUNICATION
Principle of Clarity
messages should be worded clearly. Messages should
not be ambiguous or can be interpreted in different
ways. It should be straightforward so the receiver will
easily understand what the speaker is saying. It is
always the responsibility of the sender to make the
message clear so that the receiver will understand the
message correctly.
Principle of Attention
the receiver’s attention should be drawn to the
message to make the communication effective. In order
to achieve successful communication, the receiver
should be listening to the sender to understand the
message. There are many distractor that may cause the
receiver to lose the focus on the message. Avoid any
circumstances that may lead to the loss of attention of
the receiver.
Principle of Feedback
There should be a feedback in communication in order
for the sender to know whether the message was
clearly understood by the receiver. The feedback will
also indicate whether the sender needs to make
adjustments on the message for the receiver to
understand the message.
Principle of Informality
In academic or business setting, the language used is
mainly formal. However, in circumstances where formal
language fail to meet its goal, which is to make
receiver/s understand the message, the sender should
be flexible in switching to informal language to code the
message clearer. Informal communication is as
important as formal communication.
Principle of Consistency
communication should always be consistent with the
policies, plans, programs and objectives of the
organization and not in conflict with them. If leaders are
not following the rules, the subordinates will be
confused.
Principle of Timeliness
Communication should be done in real time. It helps
transactions to be done fast.
Principles of Adequacy
When communicating, information should be adequate
and complete. Incomplete information may cause delay
and confusion.
COMMUNICATION ETHICS
It deals with the behavior of an individual or a group
which is governed by their morals and in turn affects
communication.
The National Communication Association (NCA)
formulated the Credo for Ethical Communication
in November 1999. It reminds us that ethical
communication is relevant across contexts and applies
to every channel of communication
CREDO FOR ETHICAL COMMUNICATION
Advocate truthfulness, accuracy, honesty and reason as
essential to the integrity of communication.
Endorse freedom of expression, diversity of perspective,
and tolerance of dissent to achieve the informed and
responsible decision making fundamental to a civil
society.
Strive to understand and respect other communicators
before evaluating and responding to their messages.
Promote access to communication resources and
opportunities as necessary to fulfill human potential
and contribute to the well-being of families,
communities, and society.
Promote communication climates of caring and mutual
understanding that respect the unique needs and
characteristics of individual communicators
Condemn communication that degrades individuals and
humanity through distortion, intimidation, coercion,
and violence, and through the expression of intolerance
and hatred.
Commit to the courageous expression of personal
convictions in pursuit of fairness and justice.
Advocate sharing information, opinions and feelings
when facing significant choices while also respecting
privacy and confidentiality.
Accept responsibility for the short- and long-term
consequences for our own communication and expect
the same of others
Ethics Resource Center (Free Word Press, 2017)
• Simple Three-Part Guide for Ethical Business
Communication
• Be honest.
• Be respectful.
• Show sensitivity to cultural differences.
Communication Ethics in the Academic Context
 Avoid plagiarism.
The Instrument of Judicial Governance defines
plagiarism as “the intentional representation of another
person’s words, thoughts or ideas as one’s own.”
 Data gathered from participants for a research
or study should be kept confidential at all times,
unless given the permission of the participant.
 Students should always show respect to
authorities in school.
 Never tell a lie or misrepresent facts to your
teachers, classmates or any people.
LESSON 2: COMMUNICATION AND GLOBALIZATION
Communication and globalization in the 21st century
introduce us to a new dimension of perspectives.
GLOBALIZATION
 It is the structural phenomenon of increasing
interdependence among various parts of the
world (Cornali & Tirocchi, 2012).
 It takes us to an understanding of
transformation, advancement and
interdependence in the world that are highly
evident in the economic, cultural and social
changes in our society.
 The advancement of technology and numerous
technology revolutions have been globalizing
the world into a closely interconnected society.
* The process of globalization is an unavoidable feature
of modernity and development.
* It promotes the development and prevalence of
digital technologies that make communication faster
and information more easily accessible.
 As a result, Chen (2005) claims that the flux and
complexity of change will continue to increase
in the years ahead and challenge the
fundamental assumptions and beliefs on which
modern people have learned to live.
Heidegger’s Prophecy
  Heidegger prophesized in 1950 that “new
communication and information technologies
would spawn novel possibilities for dramatically
extending the scope of virtual reality.
Major Trends in Globalization (Chen, 2005)
• Technology development has made
globalization inevitable and irreversible
(Eichengreen, 1999)
• The internet is the most significant contribution
to the global interconnectivity
• Economic transformation has led to a new
landscape of economic world
• In the emergence of globalization, exchange of
goods across geographical locations become
easier. New developments in technology
brought in new jobs.
• Movement of domestic firms to global firms
The Role of Media in the Globalization Process
• It enables communication to take place in real
time over great distances
• It advances the 21st century into what we speak
as the globalization of communication
• The emergence of the electronic media and the
digital media has brought about a radical
change on how we see education
Language and Globalization
 Language continues to evolve. It keeps on
developing as people are becoming more
literate in the global world
WHY IS ENGLISH CONSIDERED THE “UNIVERSAL
LANGUAGE”?
 It is the world's second largest native
language, the official language in 70 countries,
and English-speaking countries are responsible
for about 40% of world's total GNP.
 The causes for this universality are very well
known and understandable. English first began
to spread during the 16th century with British
Empire and was strongly reinforced in 20th by
USA world domination in economic, political
and military aspects and by the huge influence
of American movies.
Competence
 According the Merriam-Webster Dictionary,
competence means the quality or state of
being competent. Or in simple terms, it is the
ability to do something successfully.
Three Domains of Learning
• Cognitive - deals with knowledge, logic, reason,
analysis, etc
• Affective - deals with the emotions, values and
morals
• Behavioral - deals with behaviors, interaction,
etc
Communication Competence
 It is the ability to function in a truly
communicative setting.
Components of Communicative Competence
• 1. Grammatical Competence - the domain of
grammatical and lexical capacity.
• Grammar refers to the set of rules that explains
how words are used in a language
• Lexical refers to the meanings of words
• 2. Sociolinguistic Competence - it pertains to an
understanding of the social context in which
communication takes place
• 3. Discourse Competence - it is the ability to
interpret individual message elements in terms
of their interconnectedness and of how
meaning is represented in relationship to the
entire discourse.
• 4. Strategic Competence - it relates to the
coping strategies that communicators employ
to initiate, terminate, maintain, repair and
redirect communication.
Expected Skills for College Graduates (21st Century
Learners)
State -State ideas clearly.
Communicate -Communicate ethically.
Recognize-Recognize when it is appropriate to
communicate.
Identify-Identify their communication goals.
Select-Select the most appropriate and effective
medium for communicating.
Demonstrate-Demonstrate credibility.
Identify and manage-Identify and manage
misunderstandings.
Manage-Manage conflict.
Be-Be open-minded about another’s point of view.
Listen-Listen attentively
Global Communication Competence LESSON 3: Local and Global Communication in
Multicultural Setting
 Is the ability of individuals that relates
effectively to self and others in daily life. Communication is Guided by Culture and Context

Enlightened Global Citizenship The context of communication brings a better

understanding about culture in general and our own
• According to Chen and Starosta (1997, 2003), culture in particular.
to qualify for enlightened global citizenship,
one must be equipped with the ability to PHILIPPINES
acknowledge, respect, tolerate and integrate
 po, opo (verbal) – elderly
cultural differences.

• People who are globally competent do not  Pagmamano (non-verbal) – teachers/ elderly
only acknowledge the importance of  Ngarud- Ilocano
knowledge and skills to face the changing
environment but also regard a new set of  Siren- Pangasinense
thinking and behavior that greatly considers
JAPAN
cultural differences.
• O-negai shimasu. Please.
Four Dimensions of Global Communication
おねがいします。
Competence (Chen, 2005)
• Arigatō. Thank you.
Global Mindset
ありがとう。
Mindset is a psychological process that represents
• Gomennasai. I am sorry.
patterns of an individual or group thinking. It is a fixed
ごめんなさい。
mental attitude that leads people to see things and
events from specific lens through perception and • Ohayō gozaimasu. Good morning.
reasoning. おはようございます。
Global Mindset refers to openness to other cultures Principle of Cooperative Conversation
that facilitates intercultural interactions.
MAXIM OF RELATION
Unfolding the Self
RESPOND BASED ON CULTURAL AND CONTEXTUAL
Unfolding the Self is mainly concerned with the ability REQUIREMENTS
to look for shared communication symbols and project
the self into another person’s mind by thinking the
same thoughts, feelings and emotions as the other
person.

Mapping the Culture

Understanding ourselves as a cultural being is a

prerequisite to knowing other cultures.

Mapping the Culture refers to understanding the

differences between one’s own culture and the other
cultures that might result in adapting different culture
in order to become more diverse and appropriate in the
global setting.
MAXIM OF QUANTITY
Aligning the Interaction

Being able to interact with people from different

cultures by using the appropriate and effective
approaches without violating the other people’s
cultures, beliefs and norms.
 INSULT

MAXIM OF QUALITY Thumbs Up

THE TRUTH VALUE OF A MESSAGE IS HELD PRIMARY IN America except United States
A CONVERSATION
Sexual Insult

Sitting with Crossed Legs

Asia and Middle East

Disrespectful

Eye Contact

Philippines-Honesty,Sincerity

Nodding the Head

Greece- Yes and No

Tugging the Earlobes

MAXIM OF MANNER
ITALY- sexual innuendos
THE MANNER OF SAYING THE WORD IS MORE
REGARDED THAN ITS CONTENT PORTUGAL- tasty food

SPAIN- someone is not paying for their drink

ABC of Intercultural Communication

• Acknowledge

• Bi-level

• Clarify

Cultural Communication Barriers

1. Language Barrier

2. Hostile Stereotypes

3. Behavior Differences

4. Emotional Display

Enhancing Oral Communication in a Multicultural

Setting

1. Learn foreign language

2. Use simple English

3. Speak slowly and enunciate clearly

BODY LANGUAGE 4.Observe eye messages

• Shaking hands 5. Encourage accurate feedback

Saudi Arabia 6. Check frequently

YOU CANNOT SHAKE THE HAND OF A WOMAN 7. Accept blame

Ok sign 8. Listen without interrupting

Brazil 9. Smile Appropriately

MIDDLE FINGER 10. Follow up in writing

Australia and France

Avoid Ambiguous Expressions

IDIOMS AND FIGURATIVE SPEECHES

SLANG

ACRONYM

ABBREVIATION

JARGON