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CHAPTER

COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS

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Lesson 1

Introduction
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 Communication attracts differences of people with different cultures in establishing
good relationship in many situations-may it be friendly or business in nature. The age of
time has established different ways of connecting people from different settings all over
the world; at this time technology is in demand and communication is modernized. The
face-to-face conversation of people has been mixed-up with technological means.
Through these varied ways in communication, communication style also changes. The
use of social media has become one of the ways of which people use to express their
feelings and as a means of their communication. People have become modernized to
inform, persuade and influence others in any means which technology continuously
develops. What people may expect on the years to come is the more advanced ways of
communication.

Learning Outcomes
At the end of the lesson, you should be able to:
a. describe communication process viewed from different models;
b. demonstrate the changes of communication through times; and
c. adopt cultural differences to effective communication.

Learning Content

1. ELEMENTS OF COMMUNICATION
 The elements of communication are present in any ways of delivery.

a. Source
A message is crafted through a sender who initiates the communication process. It can be
an author of a book, a public speaker, or a teacher who discusses a lesson.
b. Message
Communication is delivered through a message send by the speaker to the receiver.
c. Channel
Channel is the means of communication. Examples are phone in calls and letters sent in
business transactions. To have an effective communication, communicators should select
the best means of communication.

d. Receiver

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 When the message is sent by the sender it is received by the recipient. A receiver can be
an audience in a symposium, a reader who receives the letter or a pedestrian who reads
road signs.
e. Feedback
An understood message is confirmed through the response of the receiver. Feedbacks
may be written, spoken or acted out such as thumbs up given by a listener.
f. Environment
The sender and receiver’s feelings, mood, place and mindset are called environment.
Both sender and receiver have to consider the setting where communication takes place.
This factor may also hinder effective communication where barriers may interfere such as
noise from the buses or poor signal in phone calls.
g. Context
The meaning conveyed from the message sent by the sender to the receiver is called
context. It is necessary that both the encoder and decoder share common understanding
to achieve effective communication.
h. Interference
Interferences or barriers prevent effective communication. These are factors that hinder
the communication process.
 The following are the types of barriers in communication:

a. Psychological barriers
These are thoughts that hamper the interpreted message received by the receiver such as
dizziness of the listener while the teacher lectures or when the listener is preoccupied by
some other things while listening to the speaker.
b. Physical barriers
These are stimuli from the environment which disrupt communication, weather or climate
conditions and physical health of the communicator.
c. Linguistic and cultural barriers
Word differences are present in different cultures which may result to ineffective
communication.
d. Mechanical barriers
These are interferences which affect channels to transmit the message such as poor
signal or low battery consumption of mobile phones while calling.

2. COMMUNICATION MODELS

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 Several models in communication are introduced to understand the different
settings and contexts in which communication takes place. Since communication happen
in different settings whether face-to-face or technological, verbal or non-verbal, these
models expose how the process is undergone in different mediums.
The earliest model that structures how public speaking is undergone is explained
through Aristotle’s model of communication. In this model, Aristotle identified the five
elements which compose the communication process which are the speaker, speech
occasion, audience and effect. This model is speaker-centered which results the audience
as passive. The effect of the speech delivered by the speaker to the audience in an
occasion is that either the listeners be persuaded or not; in this case the communication
becomes one-way delivery because feedback from the audience is not expected.

Technological model of communication process is explained by the proponents

Claude Shannon and Warren Weaver known as Shannon-Weaver’s model of
Communication (Flores, 2016). This model was developed because of the technological
invention of telephone. Six elements of communication are identified in this model: sender,
encoder, channel, noise, decoder, receiver, and feedback. In comparison to the basic
elements of communication, this model specifies that the sender and encoder do not
function similarly. Technologically, in telephone calls the caller functions as the sender
while the encoder is the telephone that turns the caller’s voice into series of binary data
packages which is sent down to the telephone lines. The telephone wire works as
channel and the telephone which the receiver uses to receive the message becomes the
decoder and the destination of the call is the receiver. The noise present in the channel
may interrupt the communication process which results to poor communication. With this,
the receiver may respond that he/she wasn’t able to understand what the caller had sent.

The two-way street flow of communication in which a sender and a receiver send
back and forth messages was popularized by Charles Egerton Osgood. This model
considers communication as circular because both the encoder and decoder take turn in
sending the message. Along the process of communication, the recipients filter to interpret

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 the meaning of the words sent to them. The different meanings applied to send messages
could become interference in communication known as semantic noise.
In the latter years, Wilbur Schramm adapted Osgood’s model and added another
element in communication called field of experience. Sneha Mishra (2017) identified
culture, social background, beliefs, experiences, values and rules that correspond to this
element. With great similarity of the recipients’ field of experience, the greater effective
communication is expected.

OSGOOD-SCHRAMM’S MODEL OF COMMUNICATION

Another circular model that explains communication as a continuous process with
no real beginning or end is Eugene White’s Stages of Communication. According to
White, it is possible to begin at any stage of the elements outlined in his model because
communication is circular which may start at any beginning and ends at any point. The
elements in this model are thinking, symbolizing, expressing, transmitting, receiving,
decoding, feed backing and monitoring.

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Learning Materials and Resources for Supplementary Reading
Models & Elements of Communication
https://www.youtube.com/watch?v=-HXa320iTPY
https://www.youtube.com/watch?v=0_QylCztffk
https://www.youtube.com/watch?v=FNN9d0PsIQk
Assessment

Activity 1
Direction: Compose scenarios which describe the different models of communication.
Activity 2
Direction: Create a video presentation that depicts the changes of communication
through ages.

Sourcehttp://veralisteportfolio.weebly.com/uploads/5/5/2/8/55283737/video_integraton_pr
oject.pdf

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Evaluation
Direction: Write an essay on appreciating cultural differences to effective communication.
Refer to the criteria below as a guide for organization.

CRITERIA
Substance 50%
Grammar, Usage & Mechanics 30%
Thought Organization 20%
100%

References
1. Bernardo, R. (2016). Oral Communication. Pasay City: JFS Publishing Services
2. Johannesen, Richard L. Ethics in Human Communication. 3rd ed. Prospect Heights,
Illinois: Waveland Press, Inc., 1990.
3. Uychoco, M. and Santos, M. (2017). Communication For Society: Purposive
Communication. Sampaloc Manila: Rex Book Store
4. Wakat et. al. (2018). Purposive Communication (OBE-&PPST-Based). Quezon City,
Manila: Lorimar Publishing Inc.

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 CHAPTER

EFFECTIVE COMMUNICATION
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lesson 2
Introduction
People use words and languages every day to interact whether at home or
workplace. The question is have they communicated their messages effectively? In order
to be effective in communication, there are three parts to be considered: listening,
responding and understanding. Listening entails accepting of words and ideas. This is
also taking nonverbal cues such as facial expression and body language. On the other
hand, Responding is evaluating the worth of message. It requires a psychological
processing which leads to Understanding -giving meaning to the words or expressions
uttered.
Besides knowing the fundamental truths of effective communication,
communication also requires ethics not only to be practiced by individuals but also in
businesses, and professional entities. It talks about moral good present in any form of
human communication. In this lesson, Principles of Effective of Communication and
Communication Ethics will be discussed thoroughly.
Learning Outcomes
At the end of the lesson, you should be able to:
a. explain the principles of effective communication;
b. define the guidelines in ethical communication; and
c. formulate judgment on what is good, right or virtuous in communication.

Learning Contents
1. BASIC PRINCIPLES OF EFFECTIVE COMMUNICATION
Many definitions describe communication as a transfer of information, thoughts or
ideas to create shared understanding between a sender and a receiver. The information
may be written or spoken, professional or social, personal or impersonal to name a few
possibilities. Basically, the communication process involves a sender, receiver, message,
channel and feedback. However, this simplistic description significantly under-represents
what can actually be a very complex process.
Michael Osborn (2009) claims that communication must meet certain standards for
effective communication to take place.
a. Clarity: Clarity makes speeches understandable. Fuzzy language is absolutely
forbidden, as are jargons, cliché expressions, euphemisms, and double speak language.

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 b. Concreteness: Concreteness reduces misunderstandings. Messages must be
supported by facts such as research data, statistics or figures. To achieve concreteness
abstract words must be avoided
c. Courtesy: Courtesy builds goodwill. It involves being polite in terms of approach and
manner of addressing an individual.
d. Correctness: Glaring mistakes in grammar obscures the meaning of the sentence.
Also, the misuse of language can damage your credibility
e. Consideration: Messages must be geared towards the audience. The sender of the
message must consider the recipient’s profession, level of education, race, ethnicity,
hobbies, interests, passions, advocacies, and age when drafting or delivering a message.
f. Creativity: Creativity in communication means having the ability to craft interesting
messages in terms of sentence structure and word choice.
g. Conciseness: Simplicity and directness help you to be concise. Avoid using lengthy
expressions and words that may confuse the recipient.
h. Cultural Sensitivity: Today, with the increasing emphasis on empowering diverse
cultures, lifestyles, and races and the pursuit for gender equality, cultural sensitivity
becomes an important standard for effective communication.
i. Captivating: You must strive to make messages interesting to command more attention
and better responses.
2. COMMUNICATION ETHICS
Ethics is the discussion of the judgments we make about the appropriateness,
the right or wrong, of our actions and policies be those actions communicative, political,
social, personal, or a mixture of areas (Johnessen, 1990). There are largely unrehearsed
conversations however when an individual or organization communicates. There are
factors to be considered such as audience, context and purpose. How we communicate
depends on who we are talking, what we are discussing and where & when the talk is
taking place? Here, Ethics plays a crucial role in communication. In real world, mindful or
ethical use language must be practiced.
 Here are the guidelines for ethical communication which should shape communication
practice:

a. Ethical Communicators are Respectful of Their Audiences

b. Ethical Communicators Consider the Consequences of Their Communication.
c. Ethical Communicators Respect Truth.
d. Ethical Communicators Use Information Properly.
e. Ethical Communicators Do Not Falsify Information.
f. Ethical Communicators Respect the Rights of Others to Information.

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 3. ETHICS OF EFFECTIVE COMMUNICATION
Ethical communication is fundamental to responsible thinking, decision making,
and the development of relationships and communities within and across contexts,
cultures, channels, and media. Moreover, ethical communication enhances human worth
and dignity by fostering truthfulness, fairness, responsibility, personal integrity, and
respect for self and others.

POINTS TO PONDER
Ethics is the discipline that examines one’s moral standards of a society.
Communication is the process of exchanging ideas, opinions, and information
between two or more interlocutors.

The members of the National Communication Association in America, endorsed

and are committed to practicing the following principles of ethical communication that are
especially relevant for students today:
They advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of
communication.
They endorse freedom of expression, diversity of perspective, and tolerance of
dissent to achieve the informed and responsible decision making fundamental to a civil
society.
They strive to understand and respect other communicators before evaluating and
responding to their messages.
They promote access to communication resources and opportunities as necessary
to fulfil human potential and contribute to the well-being of families, communities, and
society.
They promote communication climates of caring and mutual understanding that
respect the unique needs and characteristics of individual communicators.
They condemn communication that degrades individuals and humanity through
distortion, intimidation, coercion, and violence, and through the expression of intolerance
and hatred.
They are committed to the courageous expression of personal convictions in
pursuit of fairness and justice.
They advocate sharing information, opinions, and feelings when facing significant
choices while also respecting privacy and confidentiality.
They accept responsibility for the short- and long-term consequences for our own
communication and expect the same of others.
Source: https://www.lanecc.edu/llc/speech/ethical-communication

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 POINTS TO PONDER
Practicing ethics in communication is anticipating and weighing the effects of one’s message
on an audience.
Ethical use of language is also a must when preparing for such deliberate form of
communication.

Learning Materials and Resources for Supplementary Reading

Principles of Effective Communication
https://blogs.siliconindia.com/drujjwalpatnifansclub/9
Communication Ethics
https://www.slideshare.net/Kitlaserna/communication-ethics#:~:text=PRINCIPLES
%20OFETHICAL%20COMMUNICATION%EF%82%A2%20advocate,fundamental%20to
%20a%20civil%20society.

Assessment

Activity 1
The teacher provides specific talk show, commercial and variety shows on a local
television. Then, the students put a check whether the principles of effective
communication reflect on it.

Comm. Talk Show Commercial Variety Show

Principle GGV Shopee Eat Bulaga
Jackie Chan
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 Activity 2

Research an online article; critique it based on the guidelines for ethical communication.
How do you think these issues can be resolved? Write your response to it on a one page bond
paper (font size – 12; Times New Romans font, and 1.5 spacing

CRITERIA
Substance 50%
Grammar, Usage & Mechanics 30%
Thought Organization 20%
100%

Evaluation

Direction: Write TRUE if the statement is correct; FALSE if wrong.

___________1. 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.
___________2. Accurate information is information that is timely, out-of-date, and
applicable to the situation.
___________3. Respect for audiences includes respect for the ideas and feelings of the
people with whom we interact.
___________4. Ethics is the study of what, ultimately, is the best course of action: How
should we behave to have the most positive effect upon society and to become the best
individuals we can?
___________5. Distortion of information is allowed for publicity.
___________6. In Business Communication, communicator uses metaphorical
statements to engross the readers.
___________7. Cultural sensitivity encompasses Gender Inclusive Language.
___________8. Preciseness is avoiding the use of lengthy expressions and words that
may confuse the recipient.
___________9. The communicator of the message must consider the recipient’s
profession, level of education, and salary when delivering messages.
___________10. Misuse of language can damage communicator’s credibility

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 References

Johannesen, Richard L. Ethics in Human Communication. 3rd ed. Prospect Heights,

Illinois: Waveland Press, Inc., 1990.
https://www.academia.edu/38641612/LESSON_1_COMMUNICATION_Processes_Princip
les_and_EthicsRetrieved 8th July 2020
https://www.scribd.com/document/470761132/Module-1-PC-2019-docx Retrieved 8th July
2020

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