UNIT I

Communication Process, Principles

and Ethics
 Table of Contents

Content Page

Foreword………………………………...................................................... i
Table of Contents…………………………………………………………. ii

Unit 1: Communication Process, Principles and Ethics

Communication Process………………………………………………. 5

Elements and Process of Communication……………………………. 6

Communication Principles…………………………………………… 11
Ethics in Communication…………………………………………….. 16
Unit 2: Local and Global Communication in Multicultural Settings
Intercultural Communication……………………………………….… 25
Varieties and Registers of Spoken and Written
Language………………………………………………………………
30
Unit 3: Communication Aids and Strategies using Tools of Technology
Multimodal Text……………………………………………………… 48
Creating Multimodal Material………………………………………... 55
Unit 4: Obtaining, Providing, and Disseminating Information
Types of Information and Ways of Obtaining
them……………………………………………………………………
70
Providing and Disseminating
Information…………………………………………………………….
74
Unit 5: Communication for Various Purposes
Developing and Delivering Informative
Speeches……………………………………………………………….
83
Developing and Delivering Persuasive

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 Speeches………………………………………………………………. 89
Talking that Fits the Occasion………………………………………... 93
Unit 6: Communication in the Workplace
Effective Workplace
Communication…………………………………………………….….
103
Communication for Employment ……...………...………………….... 110
Communication within a Company …………...……………………... 120
The Job Interview ………………………………………….….……... 126
Unit 7: Communication for Academic Purposes
Research: Meaning, Characteristics, Values of Research to Mankind
and Classification of Research……...………………………………… 137
Research: Selecting the Subject ……………………………………… 141
Parts of a Research Paper ………………...…………………………... 143

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 Unit 1: Communication Process, Principles, and
Ethics

Introduction

In this unit, you will learn about communication processes, principles, and ethics.
In your personal life, in school, in the community and in your workplace later, take note that
effective communication is vital for success. Faced with people of different beliefs, values,
attitudes and backgrounds, communication processes, principles, and ethics become necessary.
In real world scenarios, you need to engage in group discussions, make presentations and interact
with different people. If you do not have the necessary and purposive communication skills, you
will have a hard time relating with others in different situations. Your goal, therefore, is to
become a fully-developed, thoughtful and persuasive communicator.
Every time you talk, you present:
 Yourself
 Your purpose
 Your ideas; and
 Information to others
If you:
- Are ambitious and want to move up the ladder of success;
- Wish to have a positive impact on others;
- Want to have your skills and talents recognized and rewarded;
Then strive to be a successful communicator NOW. Now is the time to equip yourself with the
mastery of the communication processes, principles and ethics so that you will be prepared in
your future jobs.

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 Learning Outcomes

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

1. discuss the process, principles and ethics of communication
2. demonstrate the communication process in different contexts by applying its principles
and ethics
3. appreciate the principles of communication by actively participating in the
communicative tasks given in class

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 Topic 1. The Communication Process

Communication is fundamental to the existence and survival of human beings. As we

believe that man cannot exist alone, we need to express ourselves so that we can achieve a
common understanding between and among people we interact with. Doing so will also help us
build a peaceful community to live in.

Learning Objectives:
At the end the lesson, you are expected to:
1. describe what is communication
2. identify the elements of communication
3. explain the process of communication based on the different models

Activating Prior Knowledge: (Concept map)

What comes into your mind when you hear the word communication? Before reading the
definition of communication, write words you could associate with the word
communication using the concept map below.

Communication

Presentation of Content

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 Communication is generally defined as the exchange of thoughts, ideas, concepts, and views
between or among two or more people in various contexts. It was derived from Latin words con
which means “with,” munus which means “a business,” communis which means “common,” and
communico which means “to confer” or “to relate with one another” (Igoy et al., 2014).

Purposive communication is an intentional communication that happens within the bounds

of specific contexts (Magan, et.al, 2018). Context refers to the situation, environment, social
relationship and culture. It is important to consider the context of communication because it
affects how one sends and receives a message.

Communication is a process. It goes through different stages before it is considered

successful. There are different elements involved in the communication process:

Sender
The sender is the source of the message. He initiates the communication process. As an
initiator, the sender is expected to have the ability to use a language that the receiver
understands. His communicative skills is critical in the success of the communication process.
Message
This is the element which is transmitted in the communication process. It may be an idea,
opinion, feelings or attitude of the sender. It is important that the sender makes his message clear
and concise so that the receiver could understand it.
Channel
The channel refers to the medium the sender uses to deliver the message. The message
maybe delivered orally, written or through actions. The sender should also be skillful in choosing
the appropriate channel he will use in giving his message. The context must be considered in
deciding the best way of communicating the message. When done orally or written, the sender
again, must have the ability to use correct tone, mood and choice of words depending on the
context of the communication process.
Receiver
The receiver is the listener in the communication process. As a listener, he is expected to
analyze and interpret the message properly. He must then possess good listening and
comprehension skills. He needs to focus and overcome interruptions in the communication
process.
Feedback
The feedback is the reaction or the response of the receiver. The feedback tells whether
the communication is successful or not. It also triggers continuous communication between the

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sender and the receiver. Once a feedback is given, they can continue the process until their
ultimate goal of communication is achieved.
Noise
Noise is the barrier to the communication. It maybe physical or non-physical. Physical
noise refers to the disruptions found in the environment like, people shouting, jeepneys passing
by or music played loudly. Non – physical noise refers to language, culture and biases. A bias in
the communication process takes place when the sender and the listener do not like each other. If
this happens, the focus of the communication is the feeling they have for each other, hence the
information which they supposedly share, is blocked. It is important that both the sender and the
receiver overcome these noise to bring out a successful communication process.
Adjustment
This is the action which the sender or the receiver does when the message is not
understood due to a barrier. When the environment is disturbed by a physical noise, the sender or
the receiver may find a place where the surrounding is peaceful to make the communication
better. The sender and the receiver must choose a language they both understand to avoid
language barrier. They should also be acquainted with each other’s culture to erase
misconception of ideas. Moreover, they should focus on the information they give to each other
and not on the biases they may have for one another, so that successful communication process is
achieved.
Context
According to Magan et.al. (2018) 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 include place, time and
occasion (business meeting, job interview, social gathering – parties, weddings, etc.); and culture
(history, tradition, beliefs, norms, values)
It is very important to consider the context in the communication process because it
affects the giving and receiving of messages.

Models of Communication
The elements in communication process may vary depending on the human transaction that is
taking place.
There are different conceptual models that represent human communication. These models
explain the process of communication in different situations and present the elements needed in
order to complete the flow of communication.
This module presents at least three of the common models of human communication.
1. Shannon - Weaver model

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The original model was designed to mirror the functioning of radio and telephone technologies.
Their initial model consisted of three primary parts: sender, channel, and receiver. The sender
was the part of a telephone a person who spoke, the channel was the telephone itself, and the
receiver was the part of the phone where one could hear the other person. Shannon and Weaver
also recognized that often there is static that interferes with one listening to a telephone
conversation, which they deemed noise. The noise could also mean the absence of signal. In a
simple model, often referred to as the transmission model or standard view of
communication, information or content (e.g. a message in natural language) is sent in some form
(as spoken language) from an emisor/ sender/ encoder to a destination/ receiver/ decoder. This
common conception of communication views communication as a means of sending and
receiving information.
The strengths of this model are simplicity, generality, and quantifiability. Social scientists
Claude Shannon and Warren Weaver structured this model based on the following elements:
An information source, which produces a message. A transmitter, which encodes the message
into signals. A channel, to which signals are adapted for transmission. A receiver, which
'decodes' (reconstructs) the message from the signal. A destination, where the message
arrives. Shannon and Weaver argued that there were three levels of problems for communication
within this theory. The technical problem: how accurately can the message be transmitted?
The semantic problem: how precisely is the meaning 'conveyed'? The effectiveness problem:
how effectively does the received meaning affect behavior?

2. David Berlo Model

In 1960, David Berlo expanded on Shannon and Weaver’s (1949) linear model of
communication and created the SMCR Model of Communication. The Sender-Message-
Channel-Receiver Model of communication separated the model into clear parts and has been
expanded upon by other scholars.

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3. Osgood Schramm Model
Communication is usually described along a few major dimensions: Message (what type of
things are communicated), source / emisor / sender / encoder (by whom), form (in which form),
channel (through which medium), destination / receiver / target /decoder (to whom).

Wilbur Schramm (1954) also indicated that we should also examine the impact that a message
has (both desired and undesired) on the target of the message. Between parties, communication
includes acts that confer knowledge and experiences, give advice and commands, and ask
questions. These acts may take many forms, in one of the various manners of communication.
The form depends on the abilities of the group communicating. Together, communication
content and form make messages that are sent towards a destination. The target can be oneself,
another person or being, another entity (such as a corporation or group of beings).
Communication can be seen as processes of information transmission governed by three levels
of semiotic rules: Syntactic (formal properties of signs and symbols), Pragmatic (concerned with
the relations between signs/expressions and their users) and Semantic (study of relationships
between signs and symbols and what they represent). Therefore, communication is social
interaction where at least two interacting agents share a common set of signs and a common set
of semiotic rules.

This commonly held rule in some sense ignores auto communication, including intrapersonal

communication via diaries or self-talk, both secondary phenomena that followed the primary
acquisition of communicative competences within social interactions.

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 Application

Study the advertisement below:

Source: https://www.google.com/search?q=advertisements+on+beauty+products+images

1. What are the elements of communication present in this material?

2. What are the possible barriers in understanding the message in the advertisement?
3. Which model of communication does this advertisement belong? Illustrate the
communication process in this advertisement using the model.

Feedback
This new normal brought about by COVID -19 prevented us from
conducting face-face classes, thus, we used online formats like zoom, google
classroom, messenger, fb live, and CSU-LENS in conducting our classes. Recall an online class
you were engaged in and do the following:
1. Identify the model of communication used in your online class. Illustrate this model by
identifying the elements present in the online class you were in.
2. Point out possible barriers that may have hindered you in understanding the message your
teacher wanted to convey in your online class.
3. Explain the measures and adjustments you and your teacher did in order to become
successful in understanding each other during your online class.

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 Topic 2: Communication Principles

Effective communication follows basic principles. Participants in the communication process are
expected to exhibit these principles whatever the context maybe.

Learning Objectives: At the end of the lesson, you are expected to:

1. explain the seven principles of communication.

2. apply the principles of communication in a given situation.

Activating Prior Knowledge

Relate a misunderstanding you had with Why did the miscommunication

someone as a result of happen?
miscommunication

Presentation of Content

Miscommunication is the failure to communicate properly and adequately. We can avoid

this failure if we follow the following principles in communication.

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 The Seven C’ s of Communication

Clarity of Thoughts

Correctness Coherence

Completeness PRINCIPLES OF
Conciseness
COMMUNICATION

Concreteness
1. Clarity
Courtesy
The message should be clear in order for it to be understood. It is the
responsibility of the sender to transmit a clear message by using simple words, avoiding
ambiguity and by choosing a language which the receiver uses.

2. Completeness
The speaker is required to provide all necessary information in his message so that
he/she will also get the desirable feedback. He/she should not assume that the receiver
can already process the meaning of his message even leaving out some details.

3. Correctness
In order for the message to be understood clearly, it should exhibit correctness.
Correctness refers to the use of proper grammar, spelling, punctuations and other

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 mechanics in communication. A mistake in these, may change the meaning of the
message. Correctness may also refer to the use of proper tone and level of language. Most
of all, the sender should make sure that he checks details and information to avoid
transmitting erroneous message.

4. Conciseness
Short, but complete messages are preferable. The receiver of the message may
have other things to do and may not have the time to attend to lengthy messages. Go
direct to the message you want to convey and avoid wordy information.

5. Concreteness
Concreteness in communication means being specific. Information to be
transmitted may contain facts and figures to be credible. The sender and the receiver may
also give examples or illustrations of the message they want to convey so that they can
understand each other more.

6. Coherence
A message becomes more understandable if it is organized. It is important that
participants in the communication process deal with one topic after another. It is also
good if the message is arranged from general to specific or vice versa.

7. Courtesy
Courtesy is being polite. This must be observed whatever the context of communication
is. It is important that participants in the communication process maintain respect with one
another to achieve a peaceful transaction.

Application

Go back to your activity in activating your prior knowledge. After studying the
principles of communication, fill-out the last column in the table below.

Relate a misunderstanding you Why did the How did you resolve the
had with someone as a result miscommunication communication gap?
of miscommunication happen? Which of the principles of
communication did you

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 use in order to fix your
miscommunication?

Feedback

Write the C in communication 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.
_________________________________________________________________
_________________________________________________________________
2. There will be a meeting with the student council.
_________________________________________________________________
_________________________________________________________________

3. Call me if I qualify for the position I am applying for.

_________________________________________________________________
_________________________________________________________________
4. Men are better than women.
_________________________________________________________________
_________________________________________________________________
5. Your service is no longer needed in this company.
_________________________________________________________________
_________________________________________________________________
6. If you have nothing sensible to say, better shut up.
_________________________________________________________________
_________________________________________________________________

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7. Many Filipinos are in the state of poverty.
_________________________________________________________________
_________________________________________________________________
8. The company is experiencing a crisis; hence, management is considering to retrench a number
of employees.
_________________________________________________________________
_________________________________________________________________
9.You can except a raise in six months.
___________________________________________________________________
___________________________________________________________________

10. We hereby wish to let you know that our company is pleased with the confidence you have
reposed in us.
________________________________________________________________________
________________________________________________________________________

Topic 3: Ethics in Communication

Communication ethics is following and maintaining the moral standards in any form of
communication, be it interpersonal, mass media, digital communication and social media.

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 Learning Outcomes

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

a. explain what communication ethics is;
b. point out ways on how ethics in communication can be achieved, and
c. enumerate ways of avoiding violations of ethics in communication.

Activating Prior Knowledge

Using the K-W-L chart below, write what you KNOW and what you WANT to know
about ethics of communication. Fill out “What I have l LEARNED” column after
discussing this module with your teacher.

KNOW What I What I have LEARNED

WANT to know

Presentation of Content

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

Considerations in Ethical Communication

(Johansen, 16)

1. Ethical Communicators are Respectful of Their Audience.

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

2. Ethical Communicators Consider the Consequences of their Communication.

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

3. Ethical Communicators Respect the Truth.

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

4. Ethical Communicators Use Information Properly.

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

5. Ethical Communicators Do Not Falsify Information.

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

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

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

Application

How can you maintain ethical communication standards in one of the following?
1. Social media posts
2. Academic research
3. Classroom lectures and reports
4. Student club/organization meetings
5. News reports
6. Online classes
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
.

Feedback

1. Have you ever violated an ethics of communication? If you had, relate your experience and
tell how are you going to avoid the same mistake in the future. If you haven’t, then explain
what you did in order to avoid ethical issues in communicating with others.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

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 Note: Your output in the application and Feedback sections in this lesson will be evaluated
using the rubric below:
4 3 2 1
Features
Expert Accomplished Capable Beginner
 Piece was
 Piece was written in  Piece had
 Piece had no
written in an an little style or
style or voice
extraordinary interesting voice
 Gives no new
Quality of style and voice style and  Gives some
information
Writing  very voice new
and very
informative  Somewhat information
poorly
and well informative but poorly
organized
organized and organized
organized

 Few  So many
 Virtually no spelling  A number of spelling,
spelling, and spelling, punctuation
 Grammar, punctuation punctuatio punctuation and
Usage & or ns errors, or grammatical
Mechanics grammatical minor grammatical errors that it
errors grammatic errors interferes with
al errors the meaning

Source: ThoughtCo.com

2.Now You are ready to fill-out the last column in your KWL chart.

KNOW What I What I have LEARNED

WANT to know

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Summary
In this chapter you have learned the Communication Process using different models. Along with
the process of communication are the elements present in order to make human transactions
effective and successful. You were also taught of the Principles and Ethics in communication. It
is very important to note that participants of the communication process must consider the Seven
C’s which are Clarity of thoughts, Conciseness, Coherence, Completeness, Concreteness,
Correctness and Courtesy. Lastly, this chapter introduced to you some ethical standards a
communicator must practice when participating in a communication process.

Reflection

You are done with the first unit of this module. Kindly go back to the activities and
lessons you have taken in this chapter and answer the following questions. Limit your answers
for each question to 5-7 sentences only.
1.Which of the topics in this chapter you had like/disliked most? Why?
2. Which of the activities in this chapter did you enjoy the most/the least? Why?
3. Which topic/topics in this chapter are you likely to share with others?

References
Montano-Harmon M.R. (2014) Developing English for Academic Purposes, California State
University, Fullerton
Manzano, B.A., Arador, MVP and Ladia Map (2018). Purposive Communication for College
Freshmen. St. Andrews Publishing House, Plaridel, Bulacan
https://www.lanecc.edu/llc/speech/ethical-communication
https://ethiccomm.weebly.com/ethical-communication.html
https://expertprogrammanagement.com/2018/04/7-cs-communication
https://expertprogrammanagement.com/2018/04/7-cs-communication/
www.ThoughtCom.com

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