Subject: Purposive Communication School: Saint Louis University

Communication Processes, Principles, and Ethics

I. Definition of Communication
 According to Axley (1984) cited in Dainton & Zelley (2015), communication is the flow of
information from one (1) person to another. Deetz (1994) viewed it as one (1) activity among
many others, such as planning, controlling, and managing.
 It is a complex process associated with sending, receiving, and interpreting messages.
 It is the art and process if creating and sharing ideas (McPheat, 2010).

II. Communication Principles (Adler & Elmhorst, 2012)

A. Communication is unavoidable
It is impossible for a person not to communicate. Our facial expression, posture, gesture, clothing,
etc. offer cues about our attitude. Interestingly, even absence has a power to imply a message.
Because of this principle, it is important to consider the unintentional message you send.
B. Communication operates on two levels
There are two (2) kinds of messages that is sent every time people communicate. First are the
content messages or the information about the topic under discussion. Second, is the relational
messages or signals that indicates how a person feels about one (1) another.
There are three types of relational message: (1) affinity, which refers to the degree to which a
communicator likes the other person or a particular message that is being sent; (2) control, or
the amount of influence in that situation; and lastly (3) respect for other person.
C. Communication is irreversible
You could not take back words you regretted uttering because our words and deeds are recorded
in others’ memories. The more you try to erase an act, the more it stands out.
D. Communication is a process
You should not view communication as if sending and receiving a message were an isolated
event. Rather, ever communication event needs to be examined as part of its communication
context.
E. Communication is not a panacea
Though it can smooth out bumps in relationships, communication is not a remedy for all ills or
difficulties. Misunderstandings and ill feelings can increase when people communicate badly.

III. Elements and Models of Communication

A. Elements
1. Sender
The communication process begins with the sender, who can also be called as source.
The sender has some kind of information that s/he wants to share with others and has the
responsibility to encode it in a form that can be understood.
2. Receiver
The person whom a message is directed is called a receiver. S/he decodes or interprets
the message that was received.
3. Message
It is the information that the sender wants to relay to the receiver.
4. Medium
Also called the channel, it is the means by which a message is transmitted.
5. Feedback
It is the response that is given after the message has been successfully transmitted,
received, and understood. Feedback indicates comprehension and can be done through
written or verbal response or in a form of action.
6. Noise
It is the interference that affects the message being sent, received, or understood. A static
over a phone line, misinterpreting a local custom, or language differences are examples
of noise.
7. Context
It is the setting and situation in which communication takes place.
B. Models
1. Aristotle’s Model

Source: https://goo.gl/images/wYD4Eb

It is a speaker-centered model that has five (5) primary elements: speaker, speech,
occasion, audience, and effect. This model shows communication process as one-way,
from speaker to receiver. This process of communication can be used to develop public
speaking skills and create a propaganda. The speaker’s words should influence in
audience mind and persuade their thoughts towards him.

Example:
During a meeting, the President orders the Coast Guard to capture, not to kill poachers
venturing in local waters.

Speaker: the President

Speech: about his order regarding poachers
Occasion: meeting
Audience: members of the Coast Guard
Effect: capture the poachers instead of killing them

2. Berlo’s Model

Source: https://goo.gl/images/LsFIQ5

Adapted from Shannon and Weaver’s Model (1949), this model focuses on encoding and
decoding which happens before the sender sends the message and before receiver
receives the message. Each of the four (4) main components of this model is affected by
five (5) factors.