PURPOSIVE

1 GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022

COMMUNICATION
Module One

English Language Department

College of Arts and Letters
Bicol University
Legazpi City

DENNIS R. MIRABUENO
Instructor

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 drmirabueno@bicol-u.edu.ph
0908-864-5417

PROPERTY OF:

__________________________________________________
Name of Student/Course and Year

INTRODUCTION

H u m a n s ’ c a p a b i l
hierarchy of all living creatures.

C o m m u n i c a t i
becomes essential in the human
civilization on exchanging of information,
sharing thoughts, and expressing oneself.
Also, it becomes the catalyst for the
people in the society to unite in decision
making, and fostering good relationships
2 and profound
GEC 15 PURPOSIVE COMMUNICATION respect toAYone
| 1st Semester, another.
2021-2022
Meanwhile, it is already known that the
vital role of communication is the transmission of message to other person, but how does communication
take place?

The process of communications happens between a sender and the receiver. The message is
encoded by the sender and decoded by the receiver channeling through various medium. Most commonly,
communication takes in face-to-face interaction, however, as the world becomes more advanced, our
means of communications changes. Whilst the traditional modes of communication remain the same,
various communication modes arose and became not just the trend but become essential in exchanging
information. Communication mode refers to the channel through which one expresses his/her
communicative intent; it is the medium through which one conveys his/her thoughts. Moreover, views or
feeling can be communicated through face-to-face interaction, video or audio. Thus, the development of
various channel for communication using the Ethernet and Information and Communication Technology
allow us transfer the message faster and convenient. Needless to say, the transmission of the information
is also interrupted by many barriers of communication thus, affecting and hindering the understanding of
both parties due to noise and other subconscious nonverbal cues. More often or not, nonverbal signals
trigger the process of communication.

Additionally, written communication has become important on the academic arena. Through
written text information, it allows us to discover, explore, travel the world, and seemingly defy time and
space. Analyzing the deeper context of diverse cultures in our community serves a key point of human
intellect on unveiling the significant details of the evolution of human, diversities, cultures, politics, and
society. Thus, becomes a primary tool on the academic research and the like.

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 Essentially, this module does not only contain the types, basic elements, process, modes, and
forms of communication as it also includes the different purposes of communication in the daily course of
human person and how one’s good communication skills effect on the society. The underlying purpose of
communication also is to cross the culture of other people in a holistic level of perception and
determining the differences through understanding multicultural communication and globalization trend.

Therefore, adept communication skills and embodying the ethical principles of communication
help us to converse and transmit the message effectively to our target audience. Furthermore, it hones our
moral and intellectual capacity making as not just a good communicator but a listener as well, thus
avoiding and mitigating misunderstanding and further implications of both parties in the actual scenario
of communication.

PRELIMINARY LESSON

VISION & MISSION OF BICOL UNIVERSITY

WHAT IS THIS LESSON ABOUT?

3 In this first lesson, I willGEC

introduce you toCOMMUNICATION
15 PURPOSIVE the vision and mission of Bicol
| 1st Semester, University
AY 2021-2022
(BU). I will also show you the expected attributes of a BU graduate, so that you will know what
is expected of you after you finish your degree program.
In addition, during this week, you are tasked to introduce yourself to the class and know
the class rules. These rules are contained in the course guide that I expect you have read before
going through this module.

WHAT WILL YOU LEARN?

At the end of this lesson, you are expected to:

1. Be able to discuss the vision and mission of the university in relation to your degree
program.
2. Relate the attributes of a BU graduate to one’s self, pursuant to the aim of becoming
a world class university.

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 The vision of BU: A world-class university producing leaders and change agents for
social transformation and development
The mission of BU: Give professional and technical training, and provide advanced and
specialized instruction in literature, philosophy, the sciences, and arts besides providing for the
promotion of scientific and technological researches (Republic Act 5521, Section 3.0)
Every BU graduate should:
1. Demonstrate critical thinking and integrative skills to solve problems and to support
lifelong learning
2. Communicate effectively and appropriately orally and in writing for various purposes
with the responsible use of ICT tools
3. Collaborate with diverse people ethically and with mastery of knowledge and skills in
given disciplines
4. Create knowledge and innovation to promote inclusive development, as well as
globalization.
BU QUALITY POLICY:
Bicol University commits to continually strive for excellence in instruction, research and
extension by meeting the highest level of clientele satisfaction and adhering to quality
4 standards and applicable statutory and regulatory
GEC 15 PURPOSIVE requirements.
COMMUNICATION | 1st Semester, AY 2021-2022

MODULE
ONE

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 COMMUNICATION PROCESSES, PRINCIPLES & ETHICS

WHAT IS THIS LESSON

This lesson will focus on a review on the definition of communication, its processes and
5 the ethics it entails. It is important that weCOMMUNICATION
GEC 15 PURPOSIVE gain higher familiarity on the
| 1st Semester, subject of
AY 2021-2022
communication as a concept, phenomenon, and as an inevitable human activity so that we
become effective and responsible communicators.

WHAT WILL YOU LEARN?

At the end of this lesson, you are expected to:

1. Increase knowledge in communication, its processes and principles hence become

more skilful communicators;
2. Heighten awareness on communication ethics resulting in conscientious and
respectful interactions; and
3. Apply the gained knowledge in communication processes, principles and ethics
through class exercises that will help you execute expected communication
performances.

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 LESSON 1: COMMUNICATION, IMPORTANCE & PROCESS

LET’S READ!

COMMUNICATION is a human act of sending (verbal or nonverbal; online or offline) and

receiving of messages where interpretations are normally constructed in the process. It is a natural
activity of people. We are always engaged in almost all sorts of communication. As Walzlawick
(1976 in Øyvind, et al., 2011), a communication expert, aptly wrote, “One cannot communicate.”
Apparently, all human beings are wired for communication activities in one’s lifetime.
Studying communication therefore enables us to have a good grasp of this unavoidable human
activity and hopefully makes us good and responsible participants. By being good participants
means that as senders and receivers of messages, a common understanding is achieved, resulting
in a successful communication.
WHAT THEN IS PURPOSIVE COMMUNICATION?
PURPOSIVE COMMUNICATION is an intentional communication that happens within the
bounds of specific contexts.
CONTEXT. Communication happens in specific contexts. Context 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
6 include place, time and occasion (business meeting,
GEC 15 PURPOSIVE job interview,
COMMUNICATION | 1stsocial gathering
Semester, – parties,
AY 2021-2022
weddings, etc.) and culture (history, tradition, beliefs, norms, values).
Contexts are vital considerations in our communication acts since they affect the process of
sending and receiving of messages; semantics or meanings; choice of channels, words and
methods of delivery. Communication therefore must be suitable to the specific context hence
should be intentional or purposive.
It is therefore logical to explain purposive communication as a communication applied in a
specific setting, environment, scene, socials relations and culture.
In your oral communication course in senior high school, you were introduced to the different
elements (sender, receiver, message, barriers/noise, channels, and feedback) models (linear,
interactional and transactional) and functions (social interaction, information, emotional
expression, motivation & regulation) of communication. It is advisable to do a review of these
communication principles so that in this course, we can already focus on expanding our
knowledge of the field and immerse ourselves in various contexts wherein these communication
events occur.
COMMUNICATION AS A PROCESS
COMMUNICATION is a process whereby people create and transmit meaning through the
exchange of verbal and nonverbal messages in a particular context (Oetzel, 2009:11).
Since communication is a process, it is something continuous (e.g., an argument that is extended
for several months, an exchange of messages between officemates, etc.) there are times however
that we terminate our communication with someone or a group when we already lose the purpose

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 or goal in communicating with the participant/s. Nevertheless, even if one does not anymore
consciously make an effort to converse or interact with the other person, this is still an act of
communication as this sends messages such as “I don’t want to associate with you anymore…” or
simply “there is no more reason that we should be talking.”
Hence, communication may not have a definite end.

7 GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022

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 LESSON 2: REVIEW ON THE BASIC PRINCIPLES OF COMMUNICATION

LET’S READ!

SENDER
The SENDER of the message is a highly important element being the source of the idea. As the
sender, it is expected that one possesses the skills required in transmitting messages. These skills
could include the ability to use the language that the receiver understands. For instance, it will be
inept to use the English language if your audience is keener on using their local language in a
Philippine or Asian setting. Along with using the appropriate language is the application of
linguistic features such as correct grammar, phonetics (for spoken messages); choice of words or
jargons for an appropriate audience; sentence construction; and discourse competence. The
sender’s credibility is of great importance as well. People will more likely reject a message if the
sender is proven to be unreliable. The message will only be as good and valid as its source.

8 GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022

DELIVERY
This is an equally important skill that a sender should be able to exhibit properly. In oral
communication, this could include good voice projection, use of appropriate eye contact, proper
articulation of words, and emphasis on important words. Delivery could also include using the
appropriate intonation in order to avoid misunderstanding on the part of the listener/receiver or
conflict between the interlocutors. For instance, a high pitch intonation or an overly emphatic
tone might be offensive to a listener; hence, the speaker should be mindful of the manner of
delivery.

RECEIVER
Receiver of messages must have good listening and comprehension skills. Good listening requires
one to focus on what is conveyed and as much as possible eliminate all possible distractions or
noises (physical, environmental, psychological, emotional) that would hinder one from

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 understanding the message. On the other hand, good comprehension skills necessitate sharpness
of cognition, which can be achieved through continuous studies and acquisition of information
and knowledge.
Also, the receiver’s prejudice could possibly affect one’s receptiveness towards the message. For
example, if a receiver dislikes the sender, the former is more likely to be sceptical towards
whatever message the latter relays. It is therefore advisable to listen/read objectively and set aside
biases to avoid erroneous interpretations.

MESSAGE
For messages to be accurately understood and positively received, the C’s in communication may
be followed:
9 GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022
 COURTESY. Another word for courtesy is politeness. Usage of polite words and tone
means one respects the receiver of the message. Tact and diplomacy in communication is
always appreciated and this approach will normally beget a positive reply. Developing
the “we” attitude, using positive words instead of negative, being considerate of the
feelings of the receiver, selecting gender-free terms and responding promptly to
important messages are ways to demonstrate courtesy.
 CLARITY. This may involve correct word usage, grammar, pronunciation, sentence
construction and delivery. Messages which are unclear oftentimes do not achieve their
desired effect.
 CONCISENESS. Lengthy messages can result in information overload and overwhelm
listeners/readers of messages. Conciseness is “saying what needs to be said in as few
words as possible.” To display conciseness, flowery languages, which normally include
unnecessary words must be avoided. Remember, our goal is to communicate and not to
impress our listeners/readers with our lengthy discourse.
 CONCRETENESS. This refers to being specific. To demonstrate concreteness,
providing examples whenever necessary makes a message more comprehensible.
 COMPLETENESS. To avoid ambiguity, messages should not leave out important
details that a receiver expects to know such as answers to the WHAT, WHO, WHEN,
WHERE, WHY, and HOW questions.

THE IMPORTANCE OF FEEDBACK

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 Messages in communication will always have an effect on the receiver. There are messages
that trigger positive reactions and at times negative depending on the kind of message relayed,
how it is communicated and how it is interpreted. It is therefore important to know the feedback of
our audience/s (listener/reader) in order to make the necessary clarifications and revisions of our
messages.

CHANNELS
The 21st century has introduced communication technologies (smart phones, tables,
computers) as popular channels in addition to the older forms such as traditional telephone,
radio, television and printed texts (books, newspapers, magazines, journals, posters, etc.).
10 GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022
The choice of a channel may depend on the availability, practicality, and its impact on the
receiver. For instance, in communicating with our loved ones abroad, using our smart phones,
tablets or computers are deemed practical and convenient. For those living in areas where
internet connection is unavailable, traditional telephones are still very useful. In the
acquisition of information on the other hand, many rely on printed texts. Television has also
been a popular channel for information and entertainment while radio remains popular
especially in certain areas of the provinces.

BARRIERS AND NOISE

In your previous studies in communication, experts assert that noise or barriers in
communication maybe due to environmental, physical, psychological and emotional conditions.
Other than these aspects, differences in language, gender and culture can also be a barrier in
communication.

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 For communication to be effective, these barriers/noise should be mitigated or if possible
eliminated. Gender and culture differences as communication barriers however can be more
challenging to control and could not be eliminated. What one can at least do is to acknowledge
these gender differences in communication, compromise in certain areas, meet halfway and maintain
respect to each other’s points of view.

11 GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022

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 LESSON 3: PURPOSES OF COMMUNICATION

LET’S READ!

Various information and meaning are conveyed when people communicate with each other.
People may use language, which is a system of symbols in communicating. These symbols can
either be written or spoken.
Communication is considered as one of the basic activities of human beings, which may be used
for varied purposes. Communication can be informative, affective, imaginative, persuasive and
ritualistic.
Informative communication pertains to the presentation of messages that are objective, truthful
and unbiased.
Affective communication takes place when people express their positive and negative feelings
about people, circumstances, or events.
Imaginative communication takes place when people express their appreciation on fictional
12 messages from books, filmsGEC
and 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022
conversation.
Persuasive communication, on the other hand, takes place when people attempt to influence the
beliefs or actions of others.
Ritualistic communication is done when people are able to meet social expectations.

WHY DO PEOPLE COMMUNICATE?

Communication is a part of everyone’s life; people from every walks of life communicate. They
do so to express their feelings, opinion, aspirations, dreams, fears, apprehensions or regrets in
life. Humans are creative beings, and they know how to communicate in various and creative
ways through verbal, nonverbal, linguistic or non-linguistic cues.
Specifically, people communicate in order to INFORM, EVOKE, ENTERTAIN, ARGUE and
PERSUADE.

TO INFORM TO EVOKE TO TO ARGUE TO

ENTERTAIN PERSUADE
To INFORM is to To EVOKE means To ENTERTAIN is To ARGUE is to To PERSUADE is
impart knowledge, to rely on passion to transmit a feeling persuade, to assent to move the
to clarify and controversy to of pleasure and to the plausibility of listeners to action.
information, and to make a point. goodwill to the the communicator’s The communicator
secure Evocative audience. The side of a debatable should demolish the
understanding. communication communicator is question. The listener’s objection
centers on considered gracious, speaker’s purpose is and prove the
controversial topics genial, good- to appeal to the acceptability of his

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 that typically use natured, relaxed and intellect of his or or her argument or
emotion to make a demonstrates to his her listeners so that position.
point. It must show or her listeners the they will be
a lot of enthusiasm pleasant job of convinced.
and concern for the speaking to them.
topic and must use
personal experience
to draw the
audience. Using
government
researches, statistics
and data can all help
make their topics
more believable and
more engaging.

INFO CORNER!
KINDS OF SPEECH ACCORDING TO PURPOSE
INFORMATIVE SPEECH
13 GEC 15 PURPOSIVEcomprehend,
PERSUASIVE SPEECH
ARGUMENTATIVE SPEECH
KINDS OF SPEECH ACCORDING TO DELIVERY
READ SPEECH
MEMORIZED SPEECH
IMPROMPTU SPEECH
EXTEMPORANEOUS SPEECH
According to Osborn & Osborn (1988), an
informative speech gives rather than asks or
takes. The demands on the audience are low,
as the listeners are asked to attend, to
COMMUNICATION to understand, to assimilate,
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AY 2021-2022
not to change their beliefs and behaviours.
Gronbeck (1994) explains that persuasive
speaking is the process of producing oral
messages that increase personal commitment,
modify beliefs, attitudes or values.
This is a speech that aims to persuade the
audience to assent to the plausibility of the
speaker’s side of a debatable question.
Reading from a manuscript is a manner of
speaking where a written speech is read and
delivered word for word.
This is a written speech which is mastered
and delivered entirely from memory. This
kind of speech requires the speaker a
considerate memory skill in order not to
forget his or her presentation.
This is a speech where the speaker develops
his or her ideas, thoughts and language at the
moment of delivery.
This is a speech where the topics or ideas are
prepared beforehand; however, the speaker

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 will compose his or her views and language
only at the moment of delivery.

LESSON 4: TYPES OF COMMUNICATION

LET’S READ!

A message may be impart through these types; verbal-non-verbal and visual. While
communication is often thought of as verbal, the non-verbal mode is equally essential as it
enhances one‘s message.

ACCORDING TO MODE:

14 VERBAL-NONVERBAL COMMUNICATION
GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022

Effective communication calls for the blending of these two types. One cannot be separated from
the other. For example, door-to-door sales persons who demonstrate product knowledge can only
be effective if they know how to properly punctuate what they say with proper gestures and facial
expressions. Their communication with the customer begins upon greeting him/her with a
welcoming smile then assessing customer needs and answering customer queries enhanced by
gestures and a friendly, happy and pleasant disposition. It is through this mode that sales pole
with excellent communication skills are able to provide the best information needed, by that
means convincing the client to patronize their products.

NONVERBAL COMMUNICATION
Communication includes gestures, facial expressions and even silence. Silence could have variety
of meanings depending on the racial culture. For instance, according to study, Japanese doctors
during conversations with their patients use silence and pauses (30% of the conversation) to
express respect and as a way of showing that they are contemplating on what has been shared by their
patients. On the other hand, silence may only comprise 8% of the conversation time between
American doctors and their patients. While some cultures view silence as a sign of respect to
the conversation partners, others see silence as a lack of interest or a sign of disagreement.

VISUAL COMMUNICATION

Visual communication, on the other hand, is the type of communication that uses visuals to
convey information and/or messages. Some examples are signs, symbol, imagery, maps, graphs,

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 charts, diagrams, pictograms, photos, drawings or illustrations, and even various forms of
electronic communication. Visual communication now occupies an important place in any work
environment. For instance, during presentations, instructors, managers, doctors, lawyers,
legislators and the like use visuals to transfer data into digestible information. Very likely, they
have greater success in catching the attention of the audience making the latter easily recall the
information.

What makes visual communication even more advantages is that it makes use of communication
even more advantages is that it makes use of technology that provides apps( applications), videos
and images that rely less on the printed word making presentations more interesting. This leaves a
powerful effect on the audience and prospective clients. Speakers/presenters should be mindful of
the content of their presentation since wrong and irrelevant information may lead to
miscommunication. Likewise, they should pay attention to graphic elements, such as position,
color, size, shape and orientation as all these play an important role in the presentation of slides.
Audience size should be considered as well when preparing slide presentations or other forms of
visuals.

ACCORDING TO CONTEXT

In this sub-section, context in communication is referred to as composite of people interacting

with each other. Communication may also be classified according to context: (1) intrapersonal;
(2) interpersonal.

INTRAPERSONAL COMMUNICATION: The Latin prefixes intra-means within or inside.

Intrapersonal communication then means talking to oneself. Some label it as self or inner talk,
15 inner dialogue. Psychologists call
GEC 15itPURPOSIVE
with other names | 1st Semester,orAY
such as self-verbalization
COMMUNICATION self-statement.
2021-2022
Intrapersonal communication can be defined also as communication with one‘s self, and that may
include self-talk, acts of imagination and visualization, and even recall and memory (McLean,
2005). You read on your phone that your friends are going to have dinner at your favorite
restaurant. What comes to mind? Sights, sounds, and scents? Something special that happened the
last time you were there? Do you contemplate joining them? Do you start to work out a plan of
getting from your present location to the restaurant? Do you send your friends a text asking if
they want company? Until the moment when you hit the ―send‖ button, you are communicating
with yourself.

Communications expert Leonard Shedletsky examined intrapersonal communication through the

eight basic components of the communication process (i.e., source, receiver, message, channel,
feedback, environment, context, and interference) as transactional, but all the interaction occurs
within the individual (Shedletsky, 1989). From planning to problem solving, internal conflict
resolution, and evaluations and judgments of self and others, we communicate with ourselves
through intrapersonal communication. All this interaction takes place in the mind without
externalization, and all of it relies on previous interaction with the external world.

INTERPERSONAL COMMUNICATION: Interpersonal communication can be defined as

communication between two people, but the definition fails to capture the essence of a
relationship. This broad definition is useful when we compare it to intrapersonal communication,
or communication with ourselves, as opposed to mass communication, or communication with a
large audience, but it requires clarification.

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 The developmental view of interpersonal communication places emphasis on the relationship
rather than the size of the audience, and draws a distinction between impersonal and personal
interactions. Family for many is the first experience in interpersonal relationships, but as we
develop professionally, our relationships at work may take on many of the attributes we associate
with family communication. We look to each other with similar sibling rivalries, competition for
attention and resources, and support. The workplace and our peers can become as close, or closer,
than our birth families, with similar challenges and rewards. To summarize, interpersonal
relationships are an important part of the work environment.

LESSON 5: COMMUNICATION MODELS

LET’S READ!
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Communication models are systematic representations of the process which helps in
understanding how communication works can be done. Models show the process metaphorically
and in symbols. They form general perspectives on communication by breaking communication
from complex to simple and keeps the components in order. Communication models can
sometimes encourage traditional thinking and stereotyping but can also omit some major aspects
of human communication.
Methods and channels of communication to be used and the purpose of communication, must be
considered before choosing a specific communication model. Models are used by business
companies and other firms to foster their communication, explore their options and to
evaluate their own situations. It is also used to understand how the receivers will interpret the
message.

Types of Communication Model

There are three general types of communication models in which all other communication models
are mostly categorized.

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17 GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022
Linear Model of Communication
Linear model of communication is a simple one way communication model. The message flows in
a straight line from sender to the receiver. There is no concept of feedback. The only task that a
receiver does here is to receive the message. Different models that follow linear model of
communication are:
 Lasswell’s Model
 Aristotle’s Model
 Shannon Weaver Model
 Berlo’s S-M-C-R Model

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 Transactional Model of Communication
In transactional model, senders and receivers both are known as communicators and both play
equally important role in communication. Transactional model relates communication with social
reality, cultural up-bringing and relational context (relationships). Non-verbal feedback like
gestures, body language, is also considered as feedback in this model. Different models that
follow transactional model of communication are:

 Barnlund’s Transactional Model

 Helical Model
 Becker’s Mosaic Model

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Interactive Model of Communication

Interactive model or convergence model is similar to transactional model as they are both two way
communication model. But, interactive model is mostly used for new media like internet. Here,
people can respond to any mass communications like videos, news, etc. People can exchange their
views and ideas. Different models that follow interactive model of communication are:

 Schramm’s Interactive Model

Source: https://businesstopia.b-cdn.net/wp-content/uploads/2018/02/communication-model.jpg

LESSON 6: GENERAL PRINCIPLES OF EFFECTIVE

COMMUNICATION

LET’S READ!

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 GENERAL PRINCIPLES OF EFFECTIVE
COMMUNICATION

Know your purpose Know your

Know your topic
in communicating audience

Adjust your speech

or writing to the Work on the
context of the feedback given you
situation
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Since communication is a two-way process, it is significant that you know the principles to be
observed to make it effective. For both oral and written communication, one should be able to apply
the following principles:

 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 reason why you communicate.

 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.

 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. You write because you wish that other people learn something from you. You may
then utilize several or multiple communication techniques to easily catch the attention of the
audience.

 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.

 Work on the feedback given to you. Once you receive comments from the 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.

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 PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION

 Be clear with your purpose. You should know by heart your objective in communicating.
 Be complete with the message you deliver. Make sure that your claims are supported by
facts and essential information.
 Be concise. You do not need to be verbose or wordy with your statements. Brevity in a
speech is a must.
 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.
 Be specific and timely with your feedback. Inputs are most helpful when provided on time.

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LESSON 7: MAJOR FORMS OF COMMUNICATION

LET’S READ!

MAJOR FORMS OF COMMUNICATION

There are 6 forms of communication:

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 1. Intrapersonal Communication- communication happens within the person. Hence, there is no
feedback and/or feedbacks are not interrupted.
Example: A person can communicate himself through praying.
2. Interpersonal Communication- communication happens between a group of persons.
Example: Ana is talking to Mrs. Maricar with regards to the school requirements.
3. Dyadic Communication- communication happens between two persons. Either way, the source
become the receiver and vice versa because of the dynamic and spontaneous flow of discourse. One of
the best examples of dyadic communication is between a patient and a doctor.
4. Small Group Communication- this communication usually happen in an organizational
communization and involves more than two individuals. The information coming from the source
down to the receiver and vice versa. There is a continuous sending and receiving of feedbacks.
5. Public Communication- this communication is a one way type model of communication as it no
longer requires the feedback of the receiver or the audience. The message of the speaker will be sent to
a huge number of audiences. For instance, public speaking like the State of the Nation Address
(SONA) of the president.
6. Mass Communication- this involves a large number of people and requires a tool to help
disseminating the information. This also no longer requires feedback from the audience to the source.
For instance, television news and advertisement. But in mass communication, there is no direct access
with the receiver. For that they need media like Newspaper, Radio, Television and Internet. The
21 audience feedback is very less orGEC
delayed.
15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022
When the message you convey are not communicated properly and felt guilty of not conveying the
message as it wants to be conveyed feels worse. It is because the effective communication is being
hindered by noise or in other reference, barriers. Some of the barriers that obstructs effective
communication include noise, inappropriate medium, assumptions, emotion, and use of jargons or
technical terms, and poor listening skills. These barriers are categorized into five. Physical,
Psychological, Cultural, Language Used, and Personal.

LESSON 8: ETHICS OF COMMUNICATION

LET’S READ!

The term ethics comes from the Greek word ethos, which means custom, habit, character or
outlook. Albeit peoples from different cultures vary in their moral philosophies, people in general
expect to be treated with dignity, fairness, respect or with basic courtesy in the communication
encounters.

PURCOM MODULE 1
 Regardless of an individual’s moral principle (relativistic), ethics in communication can take a
universal approach, which can be displayed in several ways including but not limited to the
following:

1. Adhering to the Golden Rule or the Platinum Rule.

The golden rule asserts to always treat others in the same way you want to be treated while
the platinum rule according to Bennett (1980) stresses on treating others the way they wish to
be treated. Ethical communicators address people of other cultures with the same respect that
they would like to receive themselves (Jandt, 2013:37).

2. Considering the feelings of the receiver.

Humans are not only cognitive but also emotional beings. If we are less careful with our
words, tone and nonverbal gestures, people could be negatively affected. To be ethical in
communicating with others, it will be best to maintain tact and diplomacy in our
communications.

3. Acknowledging the source of idea and information.

Sources of ideas and information should be acknowledged appropriately at all times. It is

unethical and unlawful for someone to convey other people’s intellectual property without
recognizing the author’s names or organizations.

4. Speaking the truth.

22 GEC 15 PURPOSIVE COMMUNICATION | 1st Semester, AY 2021-2022
This is a universal rule. Unfortunately, there are also those who (for whatever reason) seem to
enjoy propagating falsehood. Take for instance the abundance of fake news or what others
call alternative facts on the internet. Obviously, this is a violation of communication ethics
and should be stopped by all means.

PURCOM MODULE 1