GE 1 - Module 1, Lesson 3

Republic of the Philippines
NORTHERN ILOILO POLYTECHNIC STATE COLLEGE

VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783
Course Code : GE 1
Descriptive Title : PURPOSIVE COMMUNICATION
Term and Academic Year : 1st Semester, A.Y. 2020-2021
Department and Year Level : BSCRIM 1
Professor : PROF. JASPER HOPE F. DE JULIAN
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Module 1, Lesson 3
Communication Process
I. Introduction
This lesson will introduce you to the nature of the communication process and its basic elements and how they
are related to one another. This will help you understand how the communication process works from the sender going
to the receiver and the factors that affects effective communication.
Moreover, this module will also help you differentiate the models of communication developed by different
proponents to further explain how the communication process takes place in various kinds of communication.
Finally, it will also discuss the functions of verbal and nonverbal communication in various and multicultural
contexts and how different contexts can affect communication.
In order to gain a thorough understanding of this lesson, kindly read the discussion thoroughly and
comprehensibly. You are also tasked to answer the assessments and do the enrichment activities/outputs section.
Time Frame: 5 hours Date of Submission: _____________
II. Learning Outcomes
At the end of the lesson, you must have:
1. described the nature and elements of the communication process;
2. identified the different models of communication; and
3. related functions of verbal and non-verbal communication in various and multicultural contexts in personal
experiences.
III. Learning Contents
Communication Process
Nature
Communication process refers to the exchange of information both verbal and nonverbal (a message)
between two or more people. For communication to succeed, both parties must be able to exchange information and
understand each other. If the flow of information is blocked for some reason or the parties cannot make themselves
understood, then communication fails (Nordquist, 2020).
Basic Elements
1. Sender or the Speaker
 The communication process starts with the sender or speaker which is considered the source of information
that are either a request, a command, a question, or an idea.
 The sender or the speaker also refers to the encoder. The sender is the one who encodes the message in a way
that the receiver will understand such as using the common language or jargons.
 It is the one who initiates the communication process and has the objective to compose and deliver a message
understandable to the receiver (Young, 2016).
2. Receiver
 It is the one who receives the message from the sender.
 It also refers to the interpreter or decoder of the message. The receiver must first be able to receive the
message before decoding.
 However, the receiver must be good in terms of interpretation and decoding since the success of the
communication process also lies in the interpretation skills of the receiver. If the receiver is not able to decode
the message from the sender, a feedback may be given in order to make the communication successful.
 In some one-way communication models, receiver refers to the audience.
 The receiver's task is to interpret the sender's message, both verbal and nonverbal, with as little distortion as
possible. The process of interpreting the message is known as decoding. Because words and nonverbal
signals have different meanings to different people, countless problems can occur at this point in the
communication process (Nordquist, 2019).
Module 1, Lesson 3 Purposive Communication, Communication Process Page | 13

3. Message
 It is the idea or the information that the sender wanted to convey to the receiver. It can either be a question, a
request, opinions, or feelings.
 In some communications models, it refers to the speech that the speaker delivers to the audience.
 A message may include verbal content, such as written or spoken words, sign language, email, text messages,
phone calls, and snail-mail (Nordquist, 2019).
 John O. Burtis and Paul D. Turman note in their book "Leadership Communication as Citizenship," adding:
“Intentionally or not, both verbal and nonverbal content is part of the information that is transferred in a
message. If nonverbal cues do not align with the verbal message, ambiguity is introduced even as uncertainty
is increased.”
 A message will also include nonverbal content, such as meaningful behavior beyond words. This includes body
movement and gestures, eye contact, artifacts, and clothing, as well as vocal variety, touch, and timing.
4. Medium
 It refers to the means by which the message is transmitted. It is where the message passes through from the
sender going to the receiver.
 It is a channel or system of communication—the means by which information (the message) is transmitted
between a speaker or writer (the sender) and an audience (the receiver). The plural form is media, and the
term is also known as a channel.
 A communication channel is the medium, mean, manner or method through which a message is sent to its
intended receiver. The basic channels are written (hard copy print or digital formats), oral or spoken, and
electronic and multimedia (Bruton, et. Al., n.d.).
5. Feedback
 Feedback refers to the response or reaction of receiver to the sender’s message. Feedback is the essence of
communication and is the final step of communication process. Without feedback from the receiver,
communication process remains incomplete. This feedback may be an oral or written message, or action or
simply silence (The Business Communication, n.d.).
 In simple terms, feedback have a great contribution to the success of the communication process since it
serves as a basis whether the receiver have understood the sender or not.
Other Elements/Factors
6. Noise
 According to Nordquist (2019), noise refers to anything that interferes with the communication
process between a speaker and an audience. It's also called interference or barriers.
 It can be external which refers to physical sounds or internal which refers to the mental disturbances that are
happening inside each of the participants.
 There are four (4) kinds of noise according to Richard Nordquist:
a. Physiological Noise – bodily factor that affects how we think and feel like hunger, fatigue,
headaches, medication and etc.
b. Physical Noise – interference in the environment such as noises made by people, weather
like heavy rains, thunder and lighting, noises caused by signal glitches and
etc.
c. Psychological Noise – refers to qualities in people that affect how they communicate and
interpret other such as prejudice or bias judgment, defensive feelings and
others.
d. Semantic Noise – it exists when the intended meaning of the sender is perceived differently
by the receiver.
7. Context
 It is the condition or circumstance where the communication takes place.
 Different context may require a person to communicate appropriately by using a formal or informal language
as well as attitude and behavior.
 Like noise, there are also four (4) kinds of contexts which may be present in the communication process
according to Fakude (2019):

a. Physical Context
It refers to the physical environment where communication takes place such as house, school, church,
club, office and etc. For example, we can talk loudly at home but we can’t at church because most often,
inside the church we talk in a low and soft voice.
b. Social Context
It refers to the relationship a person has with those they are communicating with. For example, the
way we communicate to our parents is different from the way we talk to our friends. We may be formal
to our parents and casual or less formal to our friends.
c. Cultural Context
It refers to our differences in cultures that may affect our communication such as our set of values,
attitudes, beliefs, and views. This can also be applied in different workplaces that also practices different
cultures. For example, in other countries, people talk in a straight forward manner and some talk in a loud
voice, and some would perceive a meaning differently than the others.
d. Temporal Context
It refers to the time and time in history that all communications takes place. We should always be
mindful of this context since it can greatly affect the mood of the conversation. There are some things that
we shouldn’t say especially when it is not in the right timing. For example, if someone is not a “morning
person” it is possible that they may not be very friendly or talkative in the morning which will result to a
less engaging conversation.
Communication Models
1. Aristotle’s Model of Communication
 Aristotle (384-322 B.C) was an Ancient Greek philosopher, scientist, and writer born in Stagira, Northern
Greece. He began tutoring Alexander the Great in 338 and founded his own school, Lyceum in 335
(Biography.com Editors, 2019).
 He developed a linear model of communication for oral communication known as Aristotle’s Model of
Communication while exploring the human nature scientifically and was considered as the first model of
communication proposed before 300 B.C. (Bajracharya, 2018).
Speaker Speech Audience Effect

Occasion
Concept of Aristotle’s Model of Communication

 It is considered speaker-centered since the speaker is the most significant element that plays a major role in
the communication process. Thus, the speaker should possess excellent verbal and non-verbal communication
skills to ensure the effectiveness of the communication.
 The speaker is also the only one active in this model and the other elements, especially the audience, are
passive. This is so because this model only relies on the messages that the speaker sends to the audience
which makes the communication process one-way from the speaker to the receiver.
 Since it is a one-way communication model, it is highly present in public speaking.
 In terms of the speech which contains the message, it should be prepared beforehand and should be
appropriate to the audience and the occasion to achieve its purpose.
 This is so because Aristotle believed in “Rhetoric” which is the study of communication and persuasion and
different message or speech should be made for different audiences at different situations to get desired
effects or to establish propaganda (Bajracharya, 2018).
 On the other hand, this model is criticized because of the absence of feedback. Since there is no feedback, the
speaker won’t be able to know the effect of the speech to the audience.
 There is also no concept of noise which is a great factor in success of the communication process.

Critical Elements of a Good Communicator

According to Aristotle, to become a good communicator, one should possess the following elements:
a. Ethos – this refers to the credibility of a person. Credibility refers to the quality of being believable or worthy of
trust (Dictionary.com, 2020).
If there is no credibility, the audience will not be persuaded and influenced by the speaker. Often,
credibility is earned after a person has gone through a number of trainings, has great achievements, has
developed excellent expertise on a certain field and has higher positions/ranks in their company or institution.
In short, if a person has a great background such as in academic, professional, and personal, he/she may likely
be more credible than the others.
For example, people may not believe a politician if he is known as corrupt, on the other hand, people may
easily be persuaded by a politician who is known to be honest.
b. Pathos – developing a certain emotional connection with the audience. If what you are saying matters to
them, they will easily connect with it and will be more interested. With this, they will think you are more
credible.
Making emotional bonds will make the audience more captivated and they will feel that you are one of
them and that you belong to the same group.
For example, if your audiences are environmentalists and they knew that you also have the same interest
and you are active and supportive on this matter, they will feel connected to you and that they will feel that
you mutually understood each other.
c. Logos – refers to logic. Logic is a particular way of thinking, especially one that is reasonable and based on
good judgment (Cambridge Dictionary, 2020).
People will only believe in you if they understand what you are trying to say and one way to do this is by
presenting facts. With facts, people will find the logic or reason behind your claims. If there is no logic behind
the speaker’s work or time, they do not want to get involved since everybody has a sense of reason.
For example, if you wanted to persuade your audience that smoking kills, you should present them with
real life cases, research studies, photos, documentary and etc. that would prove your claim. With this, you will
be able to attract the audience’s attention and will make them believe in the need of awareness in the
particular matter.
2. Shannon-Weaver Model of Communication
 Shannon Weaver model of communication was created in 1948 when Claude Elwood Shannon wrote an article
“A Mathematical Theory of Communication” in Bell System Technical Journal with Warren Weaver.
 Shannon was an American mathematician who created information theory and a pioneer of artificial
intelligence (Horgan, 2017). On the other hand, Weaver was also an American mathematician and was
considered the first person to propose using electronic computers for the translation of natural languages (The
Editors of Encyclopaedia Britannica, 2020).
 The Mathematical theory mentioned above later came to be known as Shannon Weaver model of
communication or “mother of all models” which is more technological than other linear models.
©CommunicationTheory.org (2010)
Concept of Shannon-Weaver Model of Communication

 This model is composed of seven (7) elements and unlike Aristotle’s model of communication, Shannon-
Weaver model is two-way since it has the concept of feedback.
 Shannon-Weaver model starts with the sender (information source) who sends and also encodes the
messages. If there is some technology involved like telephone then it will serve as the encoder (transmitter).
The message will pass through a channel like the telephone wires and cables or the telephone itself. The
message will be received first by the decoder (reception) which can also be the telephone of the receiver or
the receiver (destination) himself. A feedback is then given by the receiver after decoding and receiving the
message.
 Take note in the explanation above, telephone there can serve three functions and these are encoder, channel
and decoder. However, in some instances, especially general conversation, the sender acts as the encoder and
the receiver acts as the decoder.
 Furthermore as presented, communication may experience noise. As in the case of Shannon-Weaver Model,
noise can occur at the channel, especially if the signal or reception is not stable. This might cause problems in
communication process and particularly to the decoding part wherein the receiver might not be able to
understand the message because of the noise. To remove noise, both participants should look for a better
signal or the receiver should give immediate feedback of not understanding the message.
 Moreover, this model can also be applied to everyday conversations. For instance, when a teacher discusses
the topics to the students, the brain of the teacher might be the sender, the mouth might be
the encoder which encodes a particular language, air might be the channel, students’ ears might be
the receptor and their brains might be the decoder and receiver. Noise, on the other hand, may occur in the
environment inside or outside the classroom and this is when feedbacks are most needed.
 One advantage of this model is that it includes the concept of noise which helps in making the communication
process more effective by removing them.
 It is also applicable in general communication however it is more effective in interpersonal communication
rather than group or mass communication.
 Also, like Aristotle’s model, the receiver plays the passive part in the communication process as sender plays
the primary role that sends messages.
 Feedback is taken as less important in comparison to the messages sent by the sender.
Levels of Communication Problems
In this model, three levels of communication problems are presented that might interrupt the communication.
a. Technical problem
How the decoder, encoder, or channel causes the problems. For example, when a machine important for
the communication of the message has a fault.
b. Semantic problem
This is when the message that was sent is different from the message that was received. This is when the
intended meaning of the sender is perceived differently by the receiver.
c. Effectiveness problem
How effectively does the message causes reaction. This explains how well the message can cause a
response or reaction from the receiver. This also includes the effectiveness of the speaker in delivering the
message.
3. The Osgood-Schramm Model
 The Osgood-Schramm model is built on the theory that communication is a two-way street, with a sender and
a receiver.
 This model was developed by Charles Egerton Osgood who was a distinguished American psychologist and
Wilbur Schramm, a professor of psychology and one of the founding fathers of Mass Communication field.
 Osgood popularized the notion that communication was circular rather than linear which means that it
requires two participants taking turns sending and receiving a message.
 Schramm on the other hand, who talked about the model in his book, The Process and Effects of
Communication, later adapted the model and added the notion of field of experience, or commonality, to the
mix.
 Field of experience can be defined according to McCornack (2010) in Ullah (2015) as, “life experiences, attitudes,
values, and beliefs that each communicator brings to an interaction and that shape how messages are sent and
received.”
In simple terms, it refers to the experiences incorporated in the communication that is mutually understood by
both of the participants.
Example: In a group of students, two from BS Criminology and one from BS Tourism, talking about fingerprint,
it is highly possible that the BS Tourism student will not understand anything or will have a hard time
communicating with the other two since they have a different field of experience.
It is also the same with a BS Industrial Technology student talking to a BS Hospitality and Management student
about electricity. Most likely, the two will have a little understanding of what the other is talking about and it is
also hard to imagine things especially if you don’t have your own experience.

Concept of Osgood-Schramm Model of Communication

 This model only has four (4) components that are fairly simple compared to other models: Encoder (sender),
Message, Decoder (receiver), and Interpreter (the one who analyzes the message which is also the sender or
receiver).
 Since Osgood believed that communication is circular rather than linear, in this model the messages travel
back and forth between the sender and the receiver and so on. Therefore, the roles of both of the participants
in the communication process change as the message travels between them. The sender can be the receiver
and vice versa.
 Just like other models, it also has its own advantages and drawbacks. Some of the advantage is that it provides
a straightforward approach to communication and allows both parties to equally contribute and share their
ideas and feedbacks which serve as confirmation that the message has been received and decoded.
 On the other hand, this model does not have a concept of noise like semantic noise which can also affect
communication. This explains why you can say the same thing to two different people, and those people may
interpret what you said completely differently. It is also mostly applicable to one-to-one communication,
rather than multiple participants.
 This model’s central feature is the interpretation part since it greatly affects how one understands and
perceives a message. Thus, both the sender and receiver should have the necessary skills.
4. Eugene White’s Stages of Oral Communication
 According to Eugene White, communication can start at any point outlined in his model. However, he also
believed that communication is circular rather than linear.
 White’s model also implies a step-by-step pattern that starts with thinking in the sender and ends in
monitoring in the sender as well.
 It also shows that communication is a repetitive and cyclical event however; the dynamic quality of interaction
is not depicted.
 In this model, speaker is also the originator of the message and the receiver acts as a passive reactor in the
communication process.
 There is also a concept of feedback which is the most important contribution from Eugene White’s model
which can only be managed by the speaker if he or she has been monitoring the audience or the listener. Thus,
the speaker must also be attentive to the receiver's verbal and non-verbal cues.
Concept of Eugene White’s Stages of Oral Communication

 According to Golestani (n.d.), unlike other models, White’s model is composed of eight (8) stages which are as
follows:
1. Thinking – a desire, feeling, or an emotion that provides a speaker a stimulus to communicate a need.
2. Symbolizing – before he can utter sounds, a speaker has to know the code of oral language with which to
represent his ideas and in order to make his selection. In this part, you are encoding the
ideas or information from your mind to a language understandable to the receiver.
3. Expressing – the speaker then uses his vocal mechanism to produce the sounds of language
accompanied by facial expressions, gestures, and body stance. This is where you start to
express yourself by uttering words coupled with appropriate non-verbal cues.
4. Transmitting – waves of sounds spreading at 1,000 feet per second and waves of light travelling at a speed
of 186,000 miles per second carry the speaker’s message to the listener. In this part, the
message is being transmitted from the sender to the receiver.
5. Receiving – sound waves impinge upon the listener’s ears after which the resulting nerve impulses
reach the brain via the auditory nerve; light waves strikes the listener’s eyes after which the
resulting nerve impulses reach the brain via the optic nerve. This is where the receiver
finally receives the message from the sender.
6. Decoding – the listener interprets the language symbols he receives and thinks further. The receiver
should have the necessary skills to decode the messages correctly.
7. Feedbacking – the listener may manifest overt behavior like a nod, smile, or yawn or he may not show any
behavior at all. After decoding the message, the receiver may not give feedbacks to the
sender regarding the message received either by saying a word or doing some gestures.
8. Monitoring – in this part, while the sender continuously monitors understanding and reception from his
receiver, the speaker is also monitoring himself while receiving feedbacks in order to adjust
to a particular situation.
5. Lasswell’s Communication Model
 In 1948, Harold Dwight Lasswell, an influential American political scientist, describes 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:
Who Says What In which Channel To Whom With What Effect
Communicator Message Medium Receiver Effect
This one-way or linear model of communication is also considered as one of the most influential communication
models.
Concept of Lasswell’s Communication Model
 In this model, 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 used, as well as the effect on the recipient of
the message.
 The Lasswell’s Communication Model consists of the basic questions mentioned above that are aimed at a
component and the gaining of an analysis which is presented in the table below:
Question Component Analysis Meaning Example
This is about a management and

A teacher discussing a lesson.
Control audit analysis that helps the
Who? Communicator
Analysis sender to have the power to
A news anchor in the television.
communicate.
A lesson being discussed by the
The content analysis is related to
Says Content teacher.
Message the aim of the message and/or
What? Analysis
the secondary intent.
A fairy tale, a biblical story and etc.
The media analysis shows which
Television, radio, magazine, letter,
In which Media medium is best used to convey a
Medium newspaper, social media, blogs and
channel? Analysis message to the receivers as
vlogs, etc.
effectively as possible.
The target analysis shows who
Students listening to the teacher,
To Audience the message is meant for and
Audience children hearing a fairytale, people
whom? Analysis how they are best reached
listening to a priest’s homily.
and/or influenced.
The effect analysis will need to be Increased knowledge after the
With
Effects started beforehand, so the discussion, learned the moral of the
what Effect
Analysis messages can be aimed at and story, lived by the teachings of the
effect?
fitted to the target audience. church, increased awareness, etc.

 For the advantages of this model, it is very easy to use and it gives you a guide on breaking down any
communication. It is also designed for mass communication and propaganda analysis.
 Its lack of concern for feedback is also advantageous since it only wants to look at one-way communication
methods used by powerful governments and corporations. (Drew, 2020).
6. Berlo’s Communication Model

 This model was conceptualized in 1960 by David Kenneth Berlo who was the eleventh president of Illinois State
University and teaching communication.
 Also, Berlo’s model is probably the most well-known among the communication models and is not specific to
any particular communication.
ENCODES DECODES
Source Message Channel Receiver
Communication Skills Content Hearing Communication Skills

Attitudes Elements Seeing Attitudes
Knowledge Treatment Touching Knowledge
Social System Structure Smelling Social System
Culture Code Tasting Culture
Concept of David Berlo’s Communication Model

 Originally, Berlo’s model was referred to as the SMCR which stands for its elements such as the source 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.
 This model focuses on the encoding and decoding of messages before the sender sends the message and before
the receiver receives it.
 To further explain this model, there are factors which affects the effectiveness of communication specifically
with regards to the source and the receiver. They are both related to the following factors which are explained
below:
 Communication Skills – this factor greatly affects the communication process since the success of the
communication lies on how the sender effectively encodes and sends the message and on how the receiver
effectively interprets and decodes it. Thus, both of them should have an excellent communication skills in
order to make the communication more effective and successful. Communication skills include speaking,
presenting, reading, writing, listening skills among others.
 Attitude – this is also important to consider because a person’s attitude towards self, other participants and
the environment affects the meaning and effect of the message.
 Knowledge – if the sender who the source of information and the receiver have ample knowledge over a
subject matter, it will make the communication more effective.
 Social Systems – this refers to the beliefs, values, rules, religion and other social factors that may affect
how the sender communicates his message and how the receiver interprets it.
 Culture - Cultural differences make messages different. A person from one culture might find something
offensive which is very much accepted in another culture.
 For the message, we have the following factors:
 Content - this is what the message is all about.
 Elements - refers to the non-verbal cues that are connected to the content such as gestures, signs, symbols,
etc.
 Treatment - it is the way in which the message is conveyed to the receiver. Treatment also effects the
feedback of the receiver.
 Structure - sentence structure or how the message is organized is also important to the effectiveness of the
message.
 Code - it refers to the form in which the messages is sent such as language, text, video, etc.

 For the channel, technical machines might be used liked the telephone, internet, etc. however in general
communication, it is our five senses that are used such as hearing, seeing, touching, smelling, and tasting.
 This model is also criticized at some point, since there is also no concept of feedback and communication
was assumed to be effective as well there is no concept of noise or any kind of barriers. It is also one-way
communication wherein effect is not considered and both of the participants must be similar according to
the factors mentioned.
Functions of Verbal and Non-Verbal Communication

Human existence is closely tied to how we communicate and use verbal and non-verbal communication. Thus, it is
just right to know and identify the functions they serve to our daily communication process.
Functions of Verbal Communication
Below are the functions of verbal communication according to Paynton and Kahn (n.d.).
1. Verbal communication helps us define reality.

With the use of verbal communication, we can be able to define everything around us from the ideas,
emotions, experiences, thoughts, objects and people. It is what we use to label ourselves and to describe the
world around us. We also have choices on how we are going to use verbal communication specially in defining
our reality such as our experiences. These choices may also vary for different people in various contexts. Since,
defining our reality is also based on what we believe and how we are shaped by our environment.
2. Verbal communication helps us organize complex ideas and experiences into meaningful categories.
Since it is impossible to comprehend with all the things we experience every day, verbal communication
helps us to organize seemingly random events into a more meaningful and understandable concept or
categories. For instance, we categorized things by highlighting certain qualities, traits, or content to give
meaning to our world. This may also vary depending on how we perceive our world since we belong to
different cultures and background. Like for example, categorizing people by labeling them with terms like
friends, colleagues, romantic partners, family and etc.
3. Verbal communication helps us think.
As human beings, we have the ability to reason and communicate. Without verbal communication, we
won’t be able to have this quality. It is verbal communication or using our languages that enables us to think
such as reflecting on our past, considering our present, and pondering about the future. It also helps us to
transform what we think into meaningful thoughts and ideas.
4. Verbal communication helps us shape our attitudes about our world.
Our attitudes about the world are shaped by how we use languages. In multicultural contexts, people
speak different languages and use them differently than others. We may have the same experiences but it is
possible to have different attitudes towards it since we use different symbols for things that is also based on
our verbal communication. Thus, if a person have a more sophisticated repertoire of their language, the more
sophisticated your world view can be.
Functions of Non-Verbal Communication
In the communication process, it is non-verbal communication that does most of the things, however, with the help
of non-verbal communication, it becomes more effective and meaningful. The following are the functions that non-
verbal communication plays in the communication process according to Paynton and Kahn (n.d.);
1. We use nonverbal communication to duplicate verbal communication.
When we utter a word, it is always best to duplicate it with gestures or signs like for instance, when we say
“yes” it is more effective when we nod our head along with it or when we complement our friends after being
promoted, we say Congratulations!” as we shake their hand. This is very important with regards to various and
multicultural contexts since we use different languages and we have different culture. Thus, duplicating our
messages with gestures and others is a must if we want to be understood by other people.
2. We use nonverbal communication to replace verbal communication
In relation to the first function, there are also instances that we replace verbal communication with non-
verbal communication. So, instead of saying “yes” to a question, people often nod their head as a response.
However, our non-verbal cues may be confused by others who also have their own set of cues. Like for
example, the waving of hands, others would take it as saying hello or goodbye, some others would take it as
someone calling another person depending on the manner and direction we wave our hand. Thus, it is only
right to say that we should also consider the background of other people so to ensure success in
communication.
3. We use nonverbal communication to accent verbal communication
Non-verbal communication can also accentuate or emphasize verbal communication. For example, when
we are angry, we usually raise the tone of our voice. The tone of our voice is also non-verbal which refers to
what we call paralanguage that also includes pitch, intonation and etc.

4. We use nonverbal communication to regulate verbal communication.

Non-verbal communication can also regulate verbal communication. This happens when we want to
start a conversation with others by getting close to them or if we want to end a conversation by looking at our
watch.
5. We use nonverbal communication to contradict verbal communication
There are also instances that we contradict our verbal messages by our non-verbal messages. This can
happen when we don’t really mean what we say. Like for example, when we are asked if we are okay. There
are times that we say the word but our non-verbal cues says otherwise. Research suggests that when this
happens, our non-verbal cues provides the more accurate signal than the other one.
6. We use nonverbal communication to mislead others
Non-verbal communication can also be used to deceive others and it can also be used as basis to
detect deception.
7. We use nonverbal communication to indicate relational standing
More often, people’s relationship to others can also identified based on their non-verbal cues. Like for
example, romantic couples tend to stand close to one another and touch each other more frequently. Through
non-verbal communication, we can also determine whether people are friends, family and etc.
8. We use nonverbal communication to demonstrate and maintain cultural norms.
Some nonverbal communication is universal, but the majority of nonverbal communication is
culturally specific. For instance, personal space is very important for people in the United States since they
value it more particularly than those from other countries. This is due to some reasons that particular events
and customs in their countries influences them to act such.
9. We use nonverbal communication to communicate emotions
We can also identify people’s emotions and feelings through their non-verbal cues. As well as our own
emotions, other people especially those who are close to us, tend to easily determine whether we are happy
or sad.
Lesson Conclusion:
Communication is not a simple process that starts with the speaker and ends with the listener – there are many
factors that should be considered. One is that both participants should have necessary skills in order to communicate
effectively and make the communication process more successful. Second, we also need to consider the barriers to
communication such as noise and how to remove them. Third, feedbacks are also important in this process since it is
our way of knowing if the message we sent is understood by our receiver. Lastly, our field of experience also affects
effective communication. Making sure that the receiver receives our intended meaning is the essence of
communication. Thus, it is always a good thing to monitor feedbacks and effects.
Furthermore, familiarizing the nature and elements of the communication process is also a must if you want to
know how it works. The functions of verbal and non-verbal communication should also be considered since it also
provides more information regarding a certain communication. It is not only verbal communication that communicates
a message, understanding non-verbal communication should also be a part of it because at some point, non-verbal cues
provides more information than the other.
IV. Learning Assessment
A. SHORT ESSAY
Answer the following questions in 3-5 sentences each. Write your answer on the extra sheet provided. (10
Points Each)
1) Based on the input given, how does communication process takes place? Give your own example.
2) What is/are the significance of knowing the elements of communication?
Scoring Guide:
Each answer shall be evaluated using these criteria:
Content 5 pts.
Organization of ideas 3 pts.
Language facility 2 pts.
Total score: 10 pts
B. DESCRIBING ELEMENTS OF COMMUNICATION
Describe the following elements in your own words by citing their respective characteristics that you think they
need to possess and consider in order to make the communication more effective and successful. An example is
given below. Copy and answer the table on the next page on the extra sheet provided. (1 point for every correct
answer)
Elements Description
1. Sender  The sender should speak in a clear and loud voice to be
understood easily.

Elements Description
1. Sender
2. Receiver
3. Message
4. Medium
5. Feedback
C. IDENTIFYING MODELS OF COMMUNICATION
Examine the following pictures carefully and identify what model/s of communication is/are present. Provide
evidences for your answer. Explain in 3-5 sentences. Please be guided by the scoring guide below. Write your
answer on the extra sheet provided. (10 points each)
1.
©NBC News
2.
©Wibex ©People I HowStuffWorks
3. High school classmates talking about high school

memories and there was Tim just standing on the side
and can’t relate to the conversation.
©ReachOut Australia
Scoring Guide:
Each answer shall be evaluated using these criteria:
Content 5 pts.
Organization of ideas 3 pts.
Language facility 2 pts.
Total score: 10 pts
D. REFLECTION ESSAY
Answer the following question below in not more than five (5) paragraphs on the extra sheet provided.
 Different functions of verbal and non-verbal communication have been discussed in this lesson. As a student
and as an individual, what functions of both communications are applicable to you? Cite some personal
experiences where you think these functions are most evident. Please be guided by the scoring guide below.
Scoring Guide:
Content 50%
Organization of ideas 30%
Language facility 20%
Total score: 100%
V. Enrichment Activities/Outputs
If you are given a chance to develop your own model of communication, what would it look like and how would it
work? Draw your own model of communication and label each elements. Provide an explanation on how your model
works. Provide a title or name for your model. Put it in the extra sheet provided.
Scoring Guide:
Neatness of Model 50%
Quality of Explanation 30%
Relevance to the topic 20%
Total score: 100%
VI. References
Bajracharya, S. (2018). Aristotle’s model of communication. Retrieved from
https://www.businesstopia.net/communication/aristotles-
modelcommunication#:~:text=Aristotle%20Model%20is%20mainly%20focused,is%20the%20only%20one%20a
ctive.
Biography.com Editors (2019). Aristotle biography. Retrieved from
https://www.biography.com/scholar/aristotle#citation.
Burtis, J.O. & Turman, P.D. (2009). Communicating competently blends your act as a doer into the group's needs.
Leadership Communication as Citizenship. California:SAGE Publications, Inc.
Burton, J., Burton, L. & Lumen Learning (n.d.). Channels of business communication. Retrieved from
https://courses.lumenlearning.com/wm-principlesofmanagement/chapter/channels-of-business-
communication/
Businesstopia in Communication (2018). Berlo’s SMCR model of communication. Businesstopia. Retrieved from
https://www.businesstopia.net/communication/berlo-model-communication
Businesstopia in Communication (2018). Shannon and Weaver model of communication. Businesstopia. Retrieved from
https://www.businesstopia.net/communication/shannon-and-weaver-model-communication
Cambridge Dictionary (2020). Logic. Retrieved from https://dictionary.cambridge.org/us/dictionary/english/logic
Dictionary.com (2020). Credibility. Retrieved from https://www.dictionary.com/browse/credibility
Drew, C. (2020). Lasswell’s model of communication: 5 key features. HelpfulProfessor.com. Retrieved from
https://helpfulprofessor.com/lasswell-model-of-communication/
Drew, C. (2020). Osgood-Schramm model of communication: Pros and & cons. HelpfulProfessor.com. Retrieved from
https://helpfulprofessor.com/osgood-schramm/
Drew, C. (2020). Shannon Weaver model of communication: 7 key concepts (2020). HelpfulProfessor.com. Retrieved
from https://helpfulprofessor.com/shannon-weaver-model/#:~:text=The%20Shannon%20and%20Weaver%
20Model,noise%2C%20decoder%2C%20and%20receiver
Edinger, S. (2013). Three elements of great communication, according to Aristotle. Harvard Business Review. Retrieved
from https://hbr.org/2013/01/three-elements-of-great-communication-according
Fakude, N.Y. (2019). The importance ofunderstanding context in communication. Retrieved from
https://medium.com/@ntsikayezwefakude/the-importance-of-understanding-context-in-communication-
3f921f1b5b24
Golestani, A. (n.d.). Lessons of communications – models, types and techniqhes. Retrieved from
https://www.academia.edu/10985076/Lessons_of_Communications_Models_types_and_Techniqhes
Horgan, J. (2017). Profile of Claude Shannon, inventor of information theory. Scientific American. Retrieved from
https://blogs.scientificamerican.com/cross-check/profile-of-claude-shannon-inventor-of-information-theory/
Madrunio, M. & Martin, I. (2018). Purposive Communication. Using English in multilingual contexts. Quezon City: C &E
Publishing, Inc.
Mishra, P. (2018). Aristotle’s model of communication. Retrieved from
https://medium.com/@pragyamishra_84005/aristotles-model-of-communication-254aa568fb0a
Mulder, P. (2018). Lasswell communication model. Toolshero. Retrieved from
https://www.toolshero.com/communication-skills/lasswell-communication-model/
Nordquist, R. (2019). A receiver’s role in clear, effective communication is an important one. Retrieved from
https://www.thoughtco.com/receiver-communication-
1691899#:~:text=In%20the%20communication%20process%2C%20the,the%20%22audience%22%20or%20dec
oder.
Nordquist, R. (2019). Noise and interference in various types of communication. Retrieved from
https://www.thoughtco.com/noise-communication-term-1691349
Nordquist, R. (2020). The basic elements of the communication process. Retrieved from
https://www.thoughtco.com/what-is-communication-process-1689767
Nordquist, R. (2020). What does medium mean in the communication process? Retrieved from
https://www.thoughtco.com/medium-communication-term-
1691374#:~:text=In%20the%20communication%20process%2C%20a,also%20known%20as%20a%20channel

Paynton, S. & Kahn, L. (n.d.). Functions of non-verbal communication. Survey of Communication Study. Retrieved from
https://courses.lumenlearning.com/introductiontocommunication/chapter/functions-of-nonverbal-
communication/
Paynton, S. & Kahn, L. (n.d.). Functions of verbal communication. Survey of Communication Study. Retrieved from
https://courses.lumenlearning.com/introductiontocommunication/chapter/functions-of-verbal-
communication/
The Editors of Encyclopaedia Britannica (2020). Warren Weaver, American mathematician. Encyclopaedia Britannica.
Retrieved from https://www.britannica.com/biography/Warren-Weaver
The Business Communication (n.d.). What is communication feedback? Causes of poor feedback. Retrieved from
https://thebusinesscommunication.com/what-is-communication-feedback-causes-of-poor-feedback/
Ullah, R. (2015). Osgood-Schramm model of communication. Mass Communication Theory. Retrieved from
https://rahmanjmc.wordpress.com/2015/02/09/osgood-schramm-model-of-communication/
Young, D. (2016). Communication 101. Retrieved from https://forwardmomentum.net/wp-
content/uploads/2015/03/Communications-101_v1_0.pdf
----End of Module 1, Lesson 3 ----

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Republic of the Philippines

NORTHERN ILOILO POLYTECHNIC STATE COLLEGE

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 13

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 14

Speaker Speech Audience Effect

Concept of Aristotle’s Model of Communication

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 15

Critical Elements of a Good Communicator

Concept of Shannon-Weaver Model of Communication

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 17

Concept of Osgood-Schramm Model of Communication

Concept of Eugene White’s Stages of Oral Communication

Who Says What In which Channel To Whom With What Effect

Communicator Message Medium Receiver Effect

Question Component Analysis Meaning Example

This is about a management and

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 19

6. Berlo’s Communication Model

Communication Skills Content Hearing Communication Skills

Concept of David Berlo’s Communication Model

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 20

Functions of Verbal and Non-Verbal Communication

1. Verbal communication helps us define reality.

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 21

4. We use nonverbal communication to regulate verbal communication.

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 22

©Wibex ©People I HowStuffWorks

3. High school classmates talking about high school

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 24

----End of Module 1, Lesson 3 ----

Module 1, Lesson 3 Purposive Communication, Communication Process Page | 25

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