CHAPTER 1

COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS

COMMUNICATION
 The word communication comes from commun which implies “something in
common” and ication which suggests “understanding.”
 Means a common understanding of something.
 The process of people reacting to the various attitudes and behaviors of other
individual.
 It allows us to receive, transmit and retrain messages and information.

TYPES OF COMMUNICATION
A. VERBAL COMMUNICATION – Refer to the production of spoken language to
send an intentional message to a listener.
1. Intrapersonal Communication – can be defined as communication with
one’s self, and that may include self-talks, acts of imagination and
visualization and even recall memory.
2. Interpersonal Communication – process of exchange of information, ideas
and feelings between two or more people.
3. Public Communication – Include television, radio, social media, and print
media.
4. Mass Communication - means a communication made in identical form to
multiple persons or to the world at large as by televisions, radio,
newspaper, letter head business card.

B. NON-VERBAL COMMUNICATION – is the transmission of messages or

signals through a nonverbal platform such as eye contact, facial expression,
gestures, postures, touch and the distance between the two individuals.
1. Silence
2. Body Language
3. Facial Expression
4. Paralanguage
5. Touch
6. Space and Distance
7. Clothes and personal Appearance

C. WRITTEN COMMUNICATION – means the sending of messages, orders or

instructions in writing through letters, circulars, manuals, reports, telegrams,
office memos, bulletins etc.
1. Letter
2. Emails
3. Social Media
4. Books
5. Magazines
6. The Internet
 7 FUNCTIONS OF COMMUNICATION
1. INSTRUMENTAL – used to ask for something
2. REGULATORY – used to give direction and direct others.
3. INTERACTIONAL – used to interact & converse with others in social manner.
4. PERSONAL – used to express a state of mind or feeling about something.
5. HEURISTIC – used to find out information and inquire.
6. IMAGINATIVE – used to tell stories & role play
7. INFORMATIVE – used to provide an organize description of an event or
object.

THE PROCESS OF COMMUNICATION

COMMUNICATION MODELS
 One way of thinking about communication processes is by looking at the different
communication models available. According to Dennis Mcquail and Sven
Windahi (2013) in mass communication. A model seeks to show the main
elements of any structure of process and the relationship between the elements.
It helps explaining by providing in a simplified way information which would
otherwise be complicated or ambiguous.
ELEMENTS OF COMMUNICATION
1. SENDER – the person who intends to convey the message with the intention of
passing information and ideas to others is known as sender or communicator.
2. IDEAS – this is the subject matter of the communication. This may be an opinion,
attitude, feelings, views, orders, or suggestion.
3. ENCODING – since the subject matter of communication is theoretical and
intangible, it’s further passing requires use of certain symbols such as words,
actions or pictures etc.
4. COMMUNICATION CHANNEL – the person who is interested in communicating
has to choose the channel for sending the required information, ideas, etc. this
information is transmitted to the receiver through certain channels which may be
either formal or informal.
5. RECEIVER – is the person who receives the message or for whom the message
is meant for. It is the receiver who turns to understanding the message in the
best possible manner in achieving the desired objectives.
6. DECODING – the person who receives the message or symbol from the
communicator tries to convert the same in such a way so that he may extract its
meaning to his complete understanding.
7. FEEDBACK – is the process of ensuring that the receiver has received the
message and understood the same sense as sender mean it.

7 PRINCIPLES OF COMMUNICATION
1. Principle of Clarity
o The idea or message to be communicated should be clearly spelt out. It
should be worded in such a way that the receiver understands the same
thing which the sender wants to convey.

2. Principle of Attention
o In order to make communication effective, the receiver’s attention should
be drawn towards message. People are different in behavior, attention,
emotion, etc.

3. Principle of Feedback
o The principle of feedback is very important to make the communication
effective. There should be a feedback information from the recipient to
know whether he has understood the message in the same sense in
which the sender has meant it.

4. Principle of Informality
o Formal communication is generally used for transmitting messages and
other information. Sometimes formal communication may not achieve the
desired results, informal communication may prove effective in such
situations.

5. Principle of Consistency
o This principle states that communication should always be consistent with
the policies, plans, programs and objectives of the organization and not in
conflict with them.
 6. Principle of Timeliness
o This principle states that communication should be done at proper time so
that it helps in implementing plans. Any delay in communication may not
serve any purpose rather decisions become historical importance only.

7. Principle of Adequacy
o The information communicated should be adequate and complete in all
respects. Inadequate information may delay action and create confusion.
Inadequate information also affects efficiency of the receiver. So adequate
information is essential for taking proper decisions and making action
plans.

COMMUNICATION ETHICS – the system of moral principles that govern all forms of
human interactions, including the resulting behaviors, in everyday life.
 Ethical communication – fundamental to responsible thinking, decision-making
and the development of relationships and communities.
 Ethical communication – enhances human worth and dignity by fastening
truthfulness, fairness, responsibility, personal integrity and respect for self and
others.

1. BE HONEST. Being honest means choosing not to lie, to cheat, or to deceive

anyone in any way.

2. MAINTAIN PERSONAL INTEGRITY. Ethical communicators earn the trust of

others through personal integrity.

3. BE OPEN-MINDED. Open-mindedness is the state of decisiveness and willing to

listen and consider new ideas, suggestions, and opinions, free from prejudice or
bias.

4. STAY COMMITTED. Commitment means a state or quality of being dedicated to

a purpose/cause/activity.

5. PRACTICE ACTIVE LISTENING. Active listening is a communication technique

that requires the listener to have a conscious effort of concentrating,
understanding, responding, and remembering what is being said.

6. BE RESPECTFUL. Respect means giving due regard for the feelings, opinions,
rights, or culture of others.

7. BE ACCOUNTABLE. Accountability means being responsible for what you do,

say, and write; be ready to give a satisfactory reason for doing it.