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REPUBLIC OF THE PHILIPPIINES

NORTHERN NEGROS STATE COLLEGE OF SCIENCE AND TECHNOLOGY


OLD SAGAY, SAGAY CITY, NEGROS OCCIDENTAL
ISO 9001:2015 (034)722-4169/www.nonescost.edu.com
Certified

MODULE IN PURPOSIVE COMMUNICATION


1st Semester, AY 2020-2021

Prepared by:

Prof. Sherill A. Batilo, LPT, MATEFL

Instr. Quen Ann P. Berina, LPT, MAEM

Prof. Arlen D. Esmena, LPT,MAEM

Instr. Rv M. Santillan, LPT, MAED

Instr. Myra T. Vallente, LPT, MAED

STRICTLY FOR CLASS USE ONLY


LESSON 2: COMMUNICATION PROCESSES, PRINCIPLES, AND ETHICS

LEARNING OUTCOMES:

1. Discuss the various philosophies and perspectives related to language and


communication.

2. Use knowledge of the nature of and key concepts in language to purposive


communication.

3. Describe the nature, elements, and functions of types of communication in various


multicultural contexts.

3. Explain the various communication models.

4. Determine the principles for effective oral and written communication.

5. Determine the type of model through diagrams.

6. Determine the principles for effective oral and written communication

7. Point out the issues involved in communication.

8. Role play examples of unethical communication in the academic settings.

9. Cite objective resolutions to address issues on unethical communications.

10.Write a 500- word essay on the topic ” Flight to Conversation”.


MOTIVATION:

What does this image signify? What does it tells us generally about communication?

Source: https://wucomsvisualliteracy.wordpress.com/2016/03/29/the-evolution-of-communication/

PRESENTATION

In the previous discussion, you learned about the types of communication mode,
context, purpose, and style. In this lesson, you will review the nature of the communication
process and some important communication models.

Why is it important that you know the communication models? You will realize their
importance because they will help you understand how a communication process works. It is
only by knowing the flow of communication that you will be able to make the communication
process effective.

TEACHING POINTS

Communication Models

There are many conceptual models for human communication but in this lesson, you will be
exposed to only four. These are the Aristotle’s model, Laswell’s model, Shannon- Weaver’s
model, and David Berlo’s model of communication.
ARISTOTLE’S COMMUNICATION MODEL

Classical rhetoric dates back to ancient Greece during the time of Plato, Aristotle, and
the Greek Sophists who were great rhetoricians. Effective public speaking was an important
consideration in the study of communication. They were good at argumentation, debate and
speech was characterized by the repartee.

Aristotle emphasized that there are three variables in the communication process:
speaker, speech, and audience as illustrated in the communication flow:

Note that the speaker variable here is very important. Without the speaker, there will be
no speech to be produced. Depending on the profile of the audience , the speaker adjusts
his/her speech. Some considerations for the audience demographics are age, sex, background,
culture, race, religion, gender, social and economic status and political orientation or inclination,
among others. Even beliefs, views, and attitudes also play an important role when talking about
audience consideration since oftentimes, the audience bring these with them when they decode
a message in any given situation.

LASWELL’S COMMUNICATION MODEL

IN 1948, Harold Dwight Laswell described communication as being focused on the


following Ws: Who says, What in, Which channel, to Whom, and with What effect as seen in the
model below:

The whole process of communication begins with the communicator (who) sending out a
message (what) using a medium ( in which channel) for a receiver ( to whom) experiencing an
effect (with what effect) afterwards. The process may be analyzed through the content sent, the
medium sent, as well as the effect on the recipient of the message.

While this model is similar to Aristotle’s in the sense that both are linear and have the
same components, Laswell’s also differs in that there are five variables involved, with the
addition of two: medium and effect.

SHANNON- WEAVER’S COMMUNICATION MODEL

Claude Elwood Shannon and Warren Weaver’s model of communication was introduced
in 1949, a year after Laswell’s for Bell Laboratories. Originally, it was conceptualized for
functioning of the radio and television serving as a model for technical communication and, later
on, adopted in the field of communication. In this model, other components such as noise,
reception, destination, and feedback have been identified. Other terms such such as information
source for the sender, transmitter for the encoder, decoder (reception), and receiver
(destination) were introduced.

BERLO’S COMMUNICATION MODEL

David Berol’s model conceptualized in 1960 is probably the most well-known among the
communication models. Initially, Berlo’s model was called SMCR which stands for sender of the
message, sent through a channel or medium to a receiver. However, it was modified later on to
include noise, hence the acronym SMCRN.

The variables involved in the communication process are source, message, channel and
receiver. The source being the originator of the message acts as the encoder. As such, the
encoder should practice communication skills such as listening, speaking, reading and writing.
His/her attitude towards the audience or the subject as well as her/ his knowledge about the
topic on hand likewise counts along with the social system that he/she is in which includes
values, beliefs, and practices, and culture.

The second variable which is message includes (1) content; (2)elements such as the
language used and gestures employed; (3) treatment or the manner by which the message is
transmitted and (4) structure which refers to the arrangement of parts or flow of the message.
The code shows how the message is sent: that is, the language (verbal code) used and the
accompanying gestures (non-verbal code) employed. Note that there should be no mismatch
between the verbal and non-verbal-codes.

The third variable which is the channel refers to the different senses: seeing, hearing,
smelling, tasting, and touching. Finally, the fourth variable is receiver, the one who decodes the
message. Note that the components of this last variable are similar to those of the first since for
communication to be effective, both the source and the receiver should have good
communication skills.

If you were to insert noise as an additional variable for SMCR, where do you think will it
fit?
Learning Activity 2.1

Name:_____________________________________________________Score:_____________
Name of
Professor:___________________________________________________Date:_____________
Course/Year/Section____________________________

Among the models of communication, which do you think is effective? Explain your
answer in 1 sheet of A4 bond paper.

Communication Principles

Certain Principles are inherent in the communication process; these principles serve as
the fundamental truth or proposition that serves as the foundation for effective communication.

Basically, effective communication is the goal in all human relations. Ideally, fast, simple,
and accurate communication is the basis of any successful business transaction, classroom
discussion, family affairs, etc.

The principles of communication describe the characteristics of communication which people


need to understand and learn.

1. Communication involves symbols – A symbol is an arbitrary representation of something


else – an object, an idea, a place, a person, a relationship, a word, a movement, a
sound, a picture, a logo, a gesture or a mark.
(Verbal communication involves language while nonverbal communication involves all
other symbols.)

2. Communication requires meaning – Communication requires that symbols convey


meaning: What a symbol represents is said to be its meaning.

 Social construction of meaning involves the way in which symbols take on


meaning in a social context or society as they are used over time.
 Meaning and context may vary. A single symbol or message can also have
multiple meanings when used in different context.
 Verbal and nonverbal influence on meaning. Accompanying verbal and
nonverbal symbols will also impact meaning.
 Meaning and the medium are interconnected. The medium or the means through
which a message is conveyed will also impact the meaning of the message.

3. Communication is culture related – The diversity of cultures establishes various


assumptions and takes different knowledge for granted.
4. Communication is relational – All communication contains both a content (message)
level and a relation level, which means that, as well as conveying information, every
message indicates how the sender of a message and the receiver of that message are
socially and personally related.

5. Communication involves frames – Communication is very complex, but the use of


frames helps people make sense of things.

6. Communication is both presentational and representational – Representation describes


facts or conveys information; presentation displays the particular version of the facts or
events.

7. Communication is a transaction – An even more sophisticated way to see


communication is communication as transaction, or the construction of shared meanings
or understandings between two (or more) individuals.

GENERAL PRINCIPLES FOR EFFECTIVE COMMUNICATION

Since communication is a two- way process, it is important that you know the principles
to be observed to make it effective. For both oral and written communication, you should be
able to apply the following principles:

1. Know your purpose in communicating. You must know the purpose of communicating
whether to inform, to entertain or to persuade.

2. Know your audience. In both speaking and writing, you should know your audience
as it will dictate the speaking or writing style you are going to employ. Consider the age,
educational background, profession, culture, and other salient features of your listeners
or readers.

3. Know your topic. You communicate essentially because you want to share something.
It is a must that you should master your topic before you speak or write to your
audience.

4. Adjust your speech or writing to the context of the situation .The environment in which
your speech or writing is to be delivered determines the kind of language you will use.

5. Work on the feedback given you. Once you receive comments from listeners/
readers, work on them. Take kindly to criticisms. In the long run, constructive criticisms
will prove beneficial to you as you learn to address them.

PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION

1. Be clear with your purpose. You should know by heart your objective in
communicating.
2. Be complete with the message you deliver. Make sure that your claims are supported
by facts and essential information.

3. Be concise. You do not need to be verbose or wordy with your statements. Brevity in
speech is a must.

4. Be natural with your delivery. Punctuate important words with the appropriate
gestures and movements. Exude a certain degree of confidence even if you do not feel
confident enough.

5. Be specific and timely with your feedback. Inputs are most helpful when provided on
time.

PRINCIPLES OF EFFECTIVE WRITTEN COMMUNICATION: THE 7Cs

1. Be Clear. Be clear about your message. Always be guided by your purpose in


communicating.

2. Be Concise. Always stick to the point and do not beat or run around the bush. Be brief
by focusing on your main point.

3. Be Concrete. Support your claims with enough facts. Your readers will easily know if
you are bluffing or deceiving them because there is nothing to substantiate your claims.

4. Be Correct. It is important that you observe grammatical correctness in writing .Always


have time to revise and edit your work. Even simple spelling errors may easily distract
your readers.

5. Be Coherent. Your writing becomes coherent only when you convey a logical
message. The ideas should be connected to each other and related to the topic. Use
transitional or cohesive devices so that the ideas cohere with one another.

6. Be Complete. Include all necessary and relevant information so that the audience will
not be left wanting of any information.

7. Be Courteous. The tone of your writing should be friendly. Avoid any


overtone/undertone or insinuation to eliminate confusion and misinterpretation.
Learning Activity 2.2
Name:_____________________________________________________Score:_____________
Name of
Professor:___________________________________________________Date:_____________
Course/Year/Section____________________________

Identify the communication principles needed in the following situations in business.


Explain to the class how these communication principles will solve the business conflict.

1. Vianne has been employed at a new company for about six months. A co-worker, David,
has been repeatedly verbally harassing her. She finally decides to file a complaint with
Human Resources. She meets the HR Director, Lawrence, for an appointment. During
their meeting, he never takes any notes as she speaks. He keeps checking his phone
and also his facebook on his laptop. She even notices that he is doodling on his
notepad. At the end of the conversation, Vianne wonders if Lawrence really understood
her concern at all.

2. Olive asks her co-worker, Michael, to drop off a package at the post office after work on
Tuesday. It is not too far of the way home for him to do so, and Olive lives farther away.
It is important that the package be at its destination, National Manufacturing Company,
by noon on Wednesday. It includes a proposal that business expansion is going to be
discussed at a meeting with international business partners who are in town only for that
day. Olive finds out on Wednesday afternoon that the package never arrived. She is held
responsible.

ETHICS OF COMMUNICATION

Ethics is necessary in communication for it governs our behavior in conversing to


different individuals. What is an ethics? Speaking of ethics, it is the s rules of behavior based on
ideas about what is morally good and bad. So communication ethics emphasizes that morals
influence the behavior of an individual, group or organization thereby affecting their
communication.

Ethical communication can be achieved by the following:

1. Establish the value system that will pave the way for the development of your integrity
as a person. One’s behavior and decision-making style affect the operations of an
organization.

2. Provide complete and accurate information. Whether it is needed or not, the data you
provide should always be contextualized and correct.

3. Disclose vital information adequately and appropriately. Never conceal or hide


information necessary for purposes of transparency.

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 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.

ASSESSMENT

A. Comprehension Questions:

1. What are the communication models?

2. How does one model differ from the other?

3. Why is there a need to study communication models?

4. How do principles in effective communication in both oral and written


communication help us in communicating?

5. How can we observe ethics in communication?

6. What do you think are the ethical issues involved in communication? Cite
possible solutions to solve such issues.

7. In a group of 5, role play examples of unethical communication in an academic


setting. (Note: You should observe safety protocols during practice and actual
presentation.)

(Note: You may present a compiled individual video)

B. Given the Youtube link below, be able to make a reaction paper of Sherry
Turkle’s speech entitled “Connected, but alone (A Flight from Conversation)”.

https://www.youtube.com/watch?v=t7Xr3AsBEK4&t=33s

Reaction papers must be word-processed in A4 bond paper. (Arial, font 12)

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