UNIT 1: COMMUNICATION PROCESSES, PRINCIPLES, AND ETHICS

In your personal life, in school, in the community and in your workplace later, take note that
effective communication is vital for success. Faced with people of different beliefs, values,
attitudes and backgrounds, communication processes, principles, and ethics become
necessary. In real world scenarios, you need to engage in group discussions, make
presentations and interact with different people. If you do not have the necessary and
purposive communication skills, you will have a hard time relating with others in different
situations. Your goal, therefore, is to become a fully-developed, thoughtful and persuasive
communicator.

CHAPTER ONE: THE COMMUNICATION PROCESS

Communication comes from the Latin word ‘communis’, which means ‘commons’. To be
common means “to come together” or “to commune’’-to share something in common’’.
Communication is the process of exchanging ideas, thoughts, feelings and emotions from
one person to another with the use of symbols which may be verbal and/or non-verbal and
aims for understanding.

Communication is integrated in all parts of our lives.

a. Academics - Communication skills are tied to academic success. Students who are
good at writing and speaking perform better not only in the English classroom but
also in the content areas and all other areas of learning.

b. Professional - Desired communication skills vary from one career to another. Being
able to communicate leads to a harmonious relationship within the organization.

c. Personal - The skills to talk with fluency and write with efficiency lead to a person’s
achievement of his aspirations.

d. Civic - One cannot live alone, so being able to blend with the community is a
satisfying endeavor. This can only be done when a person can communicate his/her
ideas with different people coming from different backgrounds in the community.

CHAPTER TWO: TYPES OF COMMUNICATION

Communication is a combination of the verbal and non- verbal aspects. Proper blending of
the two types of communication makes the message clearer. 35% of communication is
verbal, while the remaining 65% is nonverbal (which includes facial expressions, tone of
voice, movement, appearance, eye contact, gestures, and pose).

1. Verbal communication - is a form of transmitting messages using word symbols in

representing ideas and objects which comes in two forms – oral and written. It
includes a face to face interaction with another person, speaking to someone on the
phone, participating in meetings, delivering speeches in programs and giving lectures
or presentations in conferences.

Factors That Affect Verbal Communication:

a. Tone of voice c. Emphasis on certain phrases
b. Use of descriptive words d. Volume of voice
 2. Non – Verbal Communication - is a form of communication which refers to the
sending of messages to another person using signs, gestures, facial expressions and
means other than the spoken and written language.

Two Categories of Non-Verbal Communication

a. Non-verbal messages produced by the body
b. Non-verbal messages produced by the broad setting such as time, space and
silence

Functions of Non-Verbal Communication

a. It is used to repeat the verbal message. (e.g. pointing to an object while

saying it).
b. It is often used to accent a verbal message. (e.g. verbal tone indicates the
actual meaning of the words).
c. It often complements the verbal message but also may contradict. (e.g. A
nod reinforces a positive message among Americans and Filipinos and a wink
or a frown may contradict a positive message).
d. It regulates interactions (e.g. Hand gestures may signal a person to speak or
not).
e. It may substitute for the verbal message, especially if it is blocked by noise or
interruption. (e.g. Touch to mean comfort or encouragement and a thumbs-up
gesture indicating approval).

CHAPTER 3: THE COMMUNICATION PROCESS AND ITS ELEMENTS

The communication process is composed of several stages, each of which offers potential
barriers to successful communication. It is represented by the diagram below:

1. Sender / Source - The source of the message is the sender. The sender must know
why the communication is necessary and what result is needed.

2. Message - It is an element transmitted in communication. It may consist of the idea,

opinion, information, feeling or attitude of the sender.

3. Encoding - It is the process of taking your message and transferring it into the proper
format for sharing it with your audience. It requires knowing your audience and
ensuring that your message provides all the information they need.
 4. Channel - It is a pathway or medium through which the message travels to reach its
destination. It may be oral, written, or visual.

5. Decoding - It is the process of receiving the message accurately and requires that
your audience has the means to understand the information you are sharing.

6. Receiver - a person who receives, analyses, understands, and interprets the

message. - S/he can also be called decoder, reader, or listener.

7. Noise - a form of distortion, barrier or obstacle that occurs in any of the oral
communication processes.

8. Feedback - It is the receiver’s response that provides information to the sender. - the
return process in which the receiver provides both verbal and non-verbal signals to
show whether the message is understood or not. It shows how successful and
effective communication is.

9. Context - It is the situation from which the communication is done. It includes settings
or environment (family, school, workplace, religious communities); social relations
(friends, husband and wife, parent and child, colleagues/boss- subordinate in the
office); scenes which include place, time and occasion (business meeting, job
interview, social gathering – parties, weddings, etc.); and culture (history, tradition,
beliefs, norms, values)

10. Adjustment - It is done if the message is distorted or is not clearly understood by the
receiver.

Five Steps of The Communication Process (Schreiner, 2018)

1. Creation - is forming the communicative intent where the sender generates an idea.
This requires the individual who is sending the message to decide what s/he wants to
say and select a medium through which to communicate this information. If the
medium one selects is a written one, s/he must compose a concise and clear
message that others can understand and if the medium is oral, s/he must plan out a
clear spoken message.

2. Transmission - may be as simple as meeting with the intended recipient of the

message, and orally sharing the message, or calling the individual to communicate
orally over the phone. If the message is a print one, it may include distributing a
paper memo or sending an email.

3. Reception - After transmitting the message, the communication duties change hands
and fall upon the receiver of the message. The message is obtained either from the
written format the sender selected or by listening carefully as the message is
delivered orally.

4. Translation - Once receiving the message, the recipient must translate the message
into terms that s/he can easily understand. To do this, s/he must listen to or read the
message in question and paraphrase it within her/his head, turning the potentially
complex context contents of the message into more manageable and meaningful
components.
 5. Response - This may be verbal and immediate, which is commonly the case if
communication is face-to-face. It may also be easily a written response that either
expands upon the message or simply indicates receipt of the message in question.

CHAPTER 4: COMMUNICATION PRINCIPLES

CHAPTER 5: ETHICS IN COMMUNICATION

Ethics is an integral part of communication. When we communicate, we do not simply

choose words; we choose words for the effect they will have on our audiences, on ourselves,
and ultimately, on society. Also, we choose the manner of communication because
sometimes “what matters is not what you say, but how you say things.” Thus, when we
communicate, we ask ourselves how harmful or helpful our words and our ways are.

Considerations in Ethical Communication (Johansen, 16)

1. Ethical Communicators are Respectful of Their Audience.

● Communication is a two-way process. The communicator must consider the
audience ideas and feelings during the interaction.

2. Ethical Communicators Consider the Consequences of their Communication.

● Every communicator must bear in mind that the ultimate aim of
communication is to promote the common good. Communication must be set
in a way that conflict is reduced or eliminated.

3. Ethical Communicators Respect the Truth.

● A great deal of the ethics of communication involves a respect for truth.
Indeed, as one has put it, the assumption of truth undergirds the very concept
of communication itself: "an inherent end of speech is the communication of
belief" (Kupfer 118). If we cannot trust the other party, we cannot accurately
judge how to respond. If we cannot accurately judge how to respond, then our
communication becomes increasingly ineffective.

4. Ethical Communicators Use Information Properly.

● Communicators have the responsibility to give and acquire adequate and
accurate information. As an ethical communicator, a respect for truth means
being informed on a topic before posing as any kind of authority on the
subject. We also need to consider the accuracy of the information and the
accuracy with which we use it. When we communicate, we expect people to
react in some way to what we say and do. When we use inaccurate
information to influence others, we cause difficulty for them and for ourselves.

5. Ethical Communicators Do Not Falsify Information.

● Worse than the distortion of information is falsifying information. Failing to find
information useful to our goals, we make it up. This is a form of cheating;
therefore, it should by all means be avoided.

6. Ethical Communicators Respect the Rights of Others to information.

● A respect for truth and an ethical consideration of others also means
respecting the rights of others in regard to information and access to
information. Collecting information is an integral part of the research process,
 but stealing information is theft, taking something that does not belong to us.
Beyond the personal act of theft, stealing information is unethical because it
prevents other people from securing information and unnecessarily makes
their lives more difficult.

UNIT 2: COMMUNICATION AND GLOBALIZATION

CHAPTER 1: GLOBALIZATION

According to Alex Gray (World Economic Forum, 2017), globalization is the process by
which people and goods move easily across borders. It is a process of interaction and
integration among the people, companies, and governments of different nations. A process
driven by international trade and investment and aided by information technology.

Globalization is an intermittent process. Its impact may differ from time to time, but it always
brings the economic, political, social and cultural aspects of society to the global level. The
implications of globalization are perceivable to all. The global opening of markets promotes a
free circulation of goods and money, as well as other world-wide services. Many individuals,
enterprises and states stand to gain from this process. They will enjoy global offers of goods,
services, capital and manpower, and ultimately, a higher standard of living.

CHAPTER 2: COMMUNICATION IN GLOBALIZATION

At its root, global communication can be defined just as any communication can: a message
is sent from one person or group to another anywhere in the world. It describes the way
countries and people of the world interact and integrate. Many things have become
globalized as people come into contact. Economic globalization is how countries are coming
together as one big global economy, making international trade easier.

CHAPTER 3: IMPACT OF GLOBALIZATION IN THE COMMUNITY

1. Virtual Interactions

Globalization has introduced virtual communication and collaboration as a major part

of workplace dynamics. Modern entrepreneurs need to understand the strengths and
limitations of different communications media, and how to use each medium to
maximum effect. For example, communicating via email to distant team members
requires a certain etiquette and nuance not necessarily required in face-to-face
interactions. Holding virtual meetings requires a similar change in approach, and
people who are unaccustomed to communicating in groups in virtual settings can find
themselves lost, confused or unable to share their input.

2. Cultural Awareness in Speech

The need for cultural awareness is a major impact of globalization on the required
skills of effective communicators, resulting in the evolution of communication skills
development programs. Modern entrepreneurs and employees need the ability to
catch subtle nuances of people's manner of speech when communicating across
cultures. Even when two people are speaking the same language, cultural
 differences can affect vocabulary, colloquial expressions, voice tone and taboo
topics. In Japanese business culture, for example, it can be considered rude to ask
personal questions in an initial business meeting. In the U.S., on the other hand,
asking personal questions and sharing personal information can display warmth and
openness. American and Japanese businesspeople who understand this about each
other can communicate in ways that resonate more effectively with each other.

3. Cultural Awareness in Body Language

Awareness of cultural differences in body language can be just as important as the

nuances of speech. Modern training programs teach students to understand
acceptable speaking distances, conflict styles, eye contact and posture in different
cultures, accepting that the physical expressions of their own culture are not
universally accepted.

4. Time Differences

The advent of global collaboration introduces another new dynamic to

communication skills -- the need to communicate and share information with people
across several time zones. When people collaborate with others on the other side of
the globe, their counterparts are usually at home asleep while they themselves are at
work.

UNIT 4: LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTING

Global Communication is the development and sharing of information, through verbal and
non-verbal messages, in international settings and contexts.

Local communication is being able to communicate with the members of your local area. It
can either be in your local language (mother tongue), or a common language that you speak
within your town.

Example:

● One of the most common forms of global communication is an email. A person in one
country types a message and clicks the send button. The message is then encoded
into packets which are sent across the internet to the recipient. In another country,
the receiver logs in and decodes the message by opening the email, and retrieves
the message.

● When someone from another country reads your company's web page, this too is an
example of global communication. The message is written and encoded in HTML,
uploaded to a server, which is then accessed across the internet and decoded by a
web browser – and perhaps a translation plugin – before the recipient reads it.

CHAPTER 1: INTERCULTURAL COMMUNICATION

‘Inter-' is a prefix that means 'between' and cultural from culture, so intercultural
communication is the communication between cultures.

Intercultural Communication is a symbolic, interpretive, transactional, contextual process in

which people from different cultures create shared meanings. It is the verbal and nonverbal
interaction between people from different cultural backgrounds. It affects communication
behavior when different cultures interact together.

CHAPTER 6: COMMUNICATING ACROSS CULTURES (BY CAROL KINSEY GOMAN,

2011)

Worldwide business organizations have discovered that intercultural communication is a

subject of importance – not just because of increased globalization. But also because their
domestic workforce is growing more and more diverse, ethnically and culturally.

We are all individuals, and no two people belonging to the same culture are guaranteed to
respond in exactly the same way.

HIGH CONTEXT VERSUS LOW CONTEXT

Mediterranean, Slav. Central European, Most Germanic and English-speaking

Latin American, African, Arab, Asian, countries
American Indian

Leave much of the message unspecified, to Expect messages to be exp

be understood through context nonverbal
cues, and between the lines interpretation
of what is actually said by contrast.

SEQUENTIAL VERSUS SYNCHRONIC

North American, English German, Swedish, South America, Southern Europe, and Asia
and Dutch

Business people give full attention to one
agenda item after another, viewing time
synchronically, as a constant flow to be
experienced in the moment, and as a force
that cannot be contained or controlled.
The flow of time is viewed as a sort of
circle, with the past, present, and future as
interrelated. This viewpoint influences how
organization in those cultures approach
deadlines, strategic thinking investments,
developing talent from within and the
concept of long-term planning

AFFECTIVE VERSUS NEUTRAL

Readily showing emotions, people show More careful to monitor the amount of
their feelings plainly by laughing, smiling, emotion they display
grimacing, scowling, and sometimes crying,
shouting, or walking out of the room

Japan, Indonesia, the UK, Norway and the

Netherlands
References:
http://promeng.eu/downloads/training-materials/ebooks/soft-skills/effective-communication-s
kills.pdf