MODULE WEEK NO.

2 (PC)

Medina Foundation College

Sapang Dalaga, Misamis Occidental
mfc_1984@yahoo.com

Bachelor of Secondary Education Department

COURSE CODE: PC (PURPOSIVE COMMUNICATION)
1stSemester of A.Y. 2020-2021

Name: _______________________________________ Course/year: __________________________

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Discussion
(Prelim Module)

COMMUNICATION MODELS

ARISTOTLE 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 and debate and speech was characterized by repartee.

Aristotle emphasized that there are three variables in communication process:

1. Speaker
2. Speech
3. Audience

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 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 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------With what effect
Communicator--Message-------------Medium----------Receiver-------------Effect

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

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 the 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,

PREPARED BY: ALJUN COLAGBANG EBANAY, BSED, Eng.

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other components such as noise, reception, destination, and feedback have been identified. Other terms such as
information source for the sender, transmitter for the encoder, decoder (reception), and receiver (destination) were
introduced.

Information source Transmitter Reception Destination

Sender Encoder Channel Decoder Receiver
Noise

Feedback

BERLO’S COMMUNICATION MODEL

David Berlo’s model conceptualized in 1960 is probably the most well-known among three
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.
Encodes Decodes
Source Message Channel Receiver
Communication Content Hearing Communication
Skills Elements Seeing Skills
Attitudes Treatment Touching Knowledge
Knowledge Structure Smelling Social System
Social System Code Tasting Culture
Culture

The major variables involved in the communication process are:

1. Source
2. Message
3. Channel
4. Receiver

The source of being the originator to the message acts as the encoder. As such, the encoder should
practice communication skills such as listening, speaking, reading, writing.

The second variable which is message includes (1) content; (2) elements such as language used and
gestures employed; (3) treatment or the manner by which a 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) and the accompanying gestures (non-verbal code) employed.

The third variable which is channel refers to the different senses: seeing, hearing, smelling, tasting, and
touching. Finally, the fourth variable is the receiver, the one who decodes the message.

GENERAL PRINCIPLES OF 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. Are you communicating basically to inform, to entertain, or to
persuade? While you may have more than one purpose, there is still a more dominant objective or a reason
why you communicate.
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. In speaking
situations, speakers are invited because they have something to share. This also applies to writing.

PREPARED BY: ALJUN COLAGBANG EBANAY, BSED, Eng.

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You write because you wish that other people learn something from you.
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 to you. Once you receive comments from the listeners/readers, work on
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 in focusing
on your main point.
3. Be concrete. Support your claims with enough facts.
4. Be correct. It is important that you observe grammatical correctness in your writing. Always have
time to revise and edit your work.
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.
6. Be complete. Include all necessary and relevant information so that the audience will not be left
wanting of any information. Always place yourself in the shoes of the audience, who is always
interested to receive new information.
7. Be courteous. The tone of your writing should be friendly. Avoid any overtone/undertone or
insinuation to eliminate confusion and misinterpretation.

ETHICS OF COMMUNICATION

Communication ethics emphasizes that morals influence the behaviour of an individual, group, or
organization thereby affecting their communication.

Be guided by the following to achieve ethical communication:

1. Establish an effective value system that will pave away for the development of your integrity
as a person.
2. Provide complete and accurate information.
3. Disclose vital information adequately and appropriately.

Observing a code of ethics is essential as it determines the kind of behaviour that is proper and desirable
over one that is displeasing and offensive. A code of ethics sets the standards to be observed by a person or a
company that will create a good reputation or a positive image.

PREPARED BY: ALJUN COLAGBANG EBANAY, BSED, Eng.

 MODULE WEEK NO. 2 (PC)

Name:__________________________________________ Course/Year:____________________________
Subject:___________________________Schedule:_______________________________Score:____________
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Exercise #1

Instructions: Write C (courtesy, clarity, consciousness, concreteness, completeness) that has to be addressed and
rewrite the sentence.

1. Pay your phone bill as soon as possible else we will be forced to disconnect your telephone line.

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2. There will be a meeting with the student council.
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3. Call me if I quality for the position I am applying for.
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4. Men are better than women.
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5. Your service is no longer needed in this company.
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6. If you have nothing sensible to say, better shut up.
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7. Many Filipinos are in those state of poverty.
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8. The company is experiencing a crisis; hence, management is considering to retrench a number of employees.
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PREPARED BY: ALJUN COLAGBANG EBANAY, BSED, Eng.

 MODULE WEEK NO. 2 (PC)

Name:__________________________________________ Course/Year:____________________________
Subject:___________________________Schedule:_______________________________Score:____________
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Exercise #2

Instructions: Answer each question briefly (10 points each).

1. In your perspective, why is the study of communication relevant to your life and to your future profession?

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2. Do you agree that communication is something that does not have a definite end? Support your answer.
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3. As a sender or receiver of a message what is that you need to develop further?
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Name:__________________________________________ Course/Year:____________________________
Subject:___________________________Schedule:_______________________________Score:________
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PREPARED BY: ALJUN COLAGBANG EBANAY, BSED, Eng.

 MODULE WEEK NO. 2 (PC)
Assessment

 How important communication is in our day-today life and what is its significance? (20 points)
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Name:__________________________________________ Course/Year:____________________________
Subject:___________________________Schedule:_______________________________
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Reflection

 Why does Communication important to us?

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PREPARED BY: ALJUN COLAGBANG EBANAY, BSED, Eng.

 MODULE WEEK NO. 2 (PC)
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PREPARED BY: ALJUN COLAGBANG EBANAY, BSED, Eng.