LEARNING MODULE IN GE 5-PURPOSIVE COMMUNICATION

MODULE 1-COMMUNICATION IN THE 21ST CENTURY

This module introduces several concepts about communication beginning from

the ancient Greeks until the 21 st Century. It will illuminate several perspectives about
communication, being that it is necessary and important skill that should be improved
to become better citizen and to help in building one’s society. This includes the uses of
English language as it is lingua franca in the world. It provides you with
communication models, ethics in communication that you can use in the future, in
your career, and in your professional world.

Objectives:

At the end of the lesson, you should be able to:

1. Identify some importance of communication for you and for the society.

2. State the principles and processes of communication as embodied in the

communication models.

3. Discover how the English language spread throughout the world and appreciate
the differences between standard English, World English’s and Philippine English.

Directions:

➢ Please read and understand fully each lesson in Module 1.

➢ State your explanations briefly in your own words at least three to five sentences
each.
➢ Submit your answers after you shall have finished your activities.

INTRODUCTION

Communication can be defined as the process of transmitting information and

common understanding from one person to another (Keyton, 2011). The word
communication is derived from the Latin word, ―communis”, which means common. In
our everyday living, for a communication to be effectively transmitted, elements of
communication must be present and these include a.)Speaker, b.)Message, c.)
Receiver, d.)Channel, e.)Feedback, and f.) Communicative Situation.

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What is Language?

Language is a wonderfully rich vehicle for communication. It is a system of

conventional spoken, manual, or written symbols by means of which human beings, as
members of a social group and participants in its culture, express themselves. The
functions of language include communication, the expression of identity, play,
imaginative expression, and emotional release. It has a system of rules (also known as
grammar), a sound system (phonology), and a vocabulary (lexicon). These are the
requirements for identifying a means of communication as a language. When people
use language, they can understand each other because they belong to the same
speech community. They can understand each other because in their speech
community, people share the same set of rules in the language system. While growing
up, people acquire the languages used by those in the community. This is the process
of language acquisition. The languages acquired while growing up are known as
mother tongues, which may also be referred to as first language. People discover later
on that other language are needed various reasons. These other languages may be
referred to as second language. People learn these languages by studying formally in
school or informally on their own. This is a process of language learning.

What is Communication?

Communication as a term that takes on different contexts resulting in people

having different views in communication types. Since communication is generally
defined as the exchange of thoughts, ideas, concepts and view between or among
two or more people. Context is the circumstances or environment in which
communication takes place. Such circumstances may include the physical or actual
setting, the value positions of a speaker/listener, and the relevance or appropriateness
of a message conveyed. It focuses on certain communication process and even
groupings of people that constitute a communication situation. Different contexts can
impact one‘s communication. Each communication type is governed by a particular
circumstance. Hence, it is essential to pay attention and interplay of factors surrounding
the context of communication which may be physical, cultural, social, and
psychological in nature.

TYPES OF COMMUNICATION ACCORDING TO MODE

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A message may be imparted through these types; verbal-non-verbal and visual. While
communication is often thought of as verbal, the non-verbal mode is equally essential
as it enhances ones’ message.

• VERBAL-NON-VERBAL COMMUNICATION

Effective communication calls for the blending of these two types. One cannot be
separated from the other. For example, door-to-door sales persons who
demonstrate product knowledge can only be effective if they know how to
properly punctuate what they say with proper gestures and facial expressions. Their
communication with the customer begins upon greeting him/her with a welcoming
smile then assessing customer needs and answering customer queries enhanced by
gestures and a friendly, happy and pleasant disposition. It is through this mode that
sales pole with excellent communication skills are able to provide the best
information needed, by that means convincing the client to patronize their
products.

• VISUAL COMMUNICATION

Visual communication, on the other hand, is the type of communication that uses
visuals to convey information and/or messages. Some examples are signs, symbol,
imagery, maps, graphs, charts, diagrams, pictograms, photos, drawings or
illustrations, and even various forms of electronic communication.

Visual communication now occupies an important place in any work environment.

For instance, during presentations, instructors, managers, doctors, lawyers, legislators
and the like use visuals to transfer data into digestible information. Very likely, they
have greater success in catching the attention of the audience making the latter
easily recall the information. What makes visual communication even more
advantages is that it makes use of communication even more advantages is that it
makes use of technology that provides apps( applications), videos and images that
rely less on the printed word making presentations more interesting. This leaves a
powerful effect on the audience and prospective clients. Speakers/presenters
should be mindful of the content of their presentation since wrong and irrelevant
information may lead to miscommunication. Likewise, they should pay attention to
graphic elements, such as position, color, size, shape and orientation as all these
play an important role in the presentation of slides. Audience size should be
considered as well when preparing slide presentations or other forms of visuals.

TYPES OF COMMUNICATION ACCORDING TO CONTEXT

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In this sub-section, context in communication is referred to as composite of people

interacting with each other. Communication may also be classified according to
context: (1) intrapersonal; (2) interpersonal

INTRAPERSONAL COMMUNICATION
The Latin prefixes intra-means within or inside. Intrapersonal communication
then means talking to oneself. Some label it as self or inner talk, inner dialogue.
Psychologists call it with other names such as self-verbalization or self-statement.
Intrapersonal communication can be defined also as communication with one‘s self,
and that may include self-talk, acts of imagination and visualization, and even recall
and memory (McLean, 2005). You read on your phone that your friends are going to
have dinner at your favorite restaurant. What comes to mind? Sights, sounds, and
scents? Something special that happened the last time you were there? Do you
contemplate joining them? Do you start to work out a plan of getting from your present
location to the restaurant? Do you send your friends a text asking if they want
company? Until the moment when you hit the ―send‖ button, you are communicating
with yourself. Communications expert Leonard Shedletsky examined intrapersonal
communication through the eight basic components of the communication process
(i.e., source, receiver, message, channel, feedback, environment, context, and
interference) as transactional, but all the interaction occurs within the individual
(Shedletsky, 1989). From planning to problem solving, internal conflict resolution, and
evaluations and judgments of self and others, we communicate with ourselves through
intrapersonal communication. All this interaction takes place in the mind without
externalization, and all of it relies on previous interaction with the external world.

INTERPERSONAL COMMUNICATION
Interpersonal communication can be defined as communication between
two people, but the definition fails to capture the essence of a relationship. This broad
definition is useful when we compare it to intrapersonal communication, or
communication with ourselves, as opposed to mass communication, or
communication with a large audience, but it requires clarification. The developmental
view of interpersonal communication places emphasis on the relationship rather than
the size of the audience, and draws a distinction between impersonal and personal
interactions. Family for many is the first experience in interpersonal relationships, but as
we develop professionally, our relationships at work may take on many of the attributes
we associate with family communication. We look to each other with similar sibling
rivalries, competition for attention and resources, and support. The workplace and our
peers can become as close, or closer, than our birth families, with similar challenges
and rewards. To summarize, interpersonal relationships are an important part of the
work environment.

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The term communication is derived from the Latin word “communis” which
means to make common, to transmit, to impart, or to share between two or more
persons or groups. Communication can be defined as a process by which information,
meanings and feelings are shared by persons through a common system of verbal and
non- verbal symbols, signs or behavior.

According to scholars, communication is an exchange of facts, ideas,

opinions or emotions by two or more persons. (Newman and Sumer). This means that
there is transfer of ideas between two or more individuals or groups. “Communication
is the process by which information is transmitted between individuals or organizations
so that an understanding response results.”
Lesson1-Models of Communication

Hello!Let’stalk about communication. This is not a new term, isn’t it?

Why do you have to communicate with your friends, with your family, in your
community, in your school, and people in other countries. Can you name some
importance of communication?

Objectives:

1. Determine the elements of communication and its importance.

2. Explain the models of communication.
3. Apply the gained knowledge in communication processes when communicating
with friends and family.

Directions:
1. Read and understand your lesson. Watch and learn the given links.
2. Answer questions completely.
3. Submit answers on time.

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Engage

Watch, listen and study this link: Communication in the 21st Century: Is It What You
Say, Not How You Say It? By |Vivian Ta under this link:
https://www.youtube.com/watch?v=laDnZ_FWyhM

Write your comment and reaction on a sheet of paper and submit it or turn it on the
prescribed date.

Explore

Read and understand this lesson.

According to James Humes, “The art of communication is the art of leadership.”

He does not believe that communication is a simple process though we communicate
to one another everyday. Communication is a learned skill whether this is writing,
reading, listening , and speaking. Communicating effectively is about the quality and
delivery of timely and relevant information. So to be effective you have to organize
your thoughts, control your emotions, you have to use your words to articulate
concepts and arguments. Communication is an essential tool that helps you analyze,
critique, and negotiate with the world. It can help you in your personal and
professional success in your life. So you have to communicate accordingly through the
following models.

➢ The earliest model comes from Aristotle at around 5 B.C. In this model
Aristotle explains that a speaker should adjust his message according to
his audience and the occasion to achieve a particular effect. The
speaker should make his speech especially for the occasion, filled with
strong words, that were firm and straight to the point in order is to
persuade his audience. This model is speaker centered.
➢

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Speaker Speech Audience Effect

Fig. 1 Aristotle’s Model of Communication

➢ The Shannon-Weaver model was created by Claude Shannon and

Warren Weaver. According to Flores (2016) this is often called the “
telephone model” since it was developed because of the technology
of the telephone and the “noise” coming from the switchboard.
Information source Transmitter Reception
Destination

Sender Encoder
Channel Decoder Receiver

FEEDBACK

Fig. 2. Shannon-Weaver Model of Communication

The sender would be the person giving the message, while the encoder
would be the transmitter which converts the message into signals. The decoder
would be the reception place of the signal which converts signal into message.

So when there is no signal, there is difficulty in decoding the message. When

there is noise that interferes with the message, the receiver would give the
feedback as “choppy” or when the message cannot be heard because of the
signal. In the case of the telephone, the use of a channel would be the cables,
and in the case of the cell phone, the channel would be the radio frequencies.
The message may sometimes get lost because of the noise which can be
physical or psychological, and so feedback is essential component in
communication to ensure that the message is successfully received.

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➢ The Osgood-Schramm Model - In this model pay attention to the role of

the interpreter, encoding (medium to send the message-a phone call,
email, text message) and decoding( audio or video signals) are not
automatic processes both go through the filter of the interpreter .
Therefore the message may succeed or fail, based on the interpreters
appreciation of the message. There are times that the sender and the
receiver may apply different meanings to the same message and this is
termed “semantic noise.”

Message

Encoder Encoder
Interpreter
Interpreter
Decoder Decoder

Message

Fig. 3 Osgood-Schramm Model of Communication

➢ The Osgood – Schramm model is about the role of the interpreter . The
encoding and decoding are not automatic processes both go through the filter of the
interpreter. The message may succeed or fail, based on the interpreter’s appreciation of the
message. There are times when the sender and receiver may apply different meanings to
the same message, and this is termed “semantic noise.”

According to Sneha Mishra (2017) this field of experience may constitute a culture, social
background, beliefs, experiences, values, and rules. For the message to reach the receiver,
there must be a common field of experience between the sender and the receiver.

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field of experience field of experience

signal

source encoder decoder source

Fig. 4. Osgood-Schramm second model of communication

➢ This model is Eugene White’s Stages of Oral Communication. According

to White, it is possible to begin at any of the stages outlined in the model. Since it is a
circular model, it means that oral communication is a continuous process with no real
beginning or no end. The most important contribution from Eugene White’s model is the
concept of feedback, which can only be processed by the speaker if he or she has been
monitoring the audience or the listener. Hence, the speaker must also pay attention to the
listener’s verbal and non-verbal cues (Flores, 201116)

Thinking Symbolizing Expressing

Monitoring Transmitting

Feedbacking Decoding Receiving

Fig. 5. Eugene’s White Stages of Oral Communication

➢ In 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:

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➢ When it comes to the message, how the message is organized and what field of
experience it comes from should be taken into consideration.
➢ When it comes to the sender, the best communication is the one that involves
feedback. ➢ There are several kinds of noise that may severely affect the reception
of the message and thus should be considered and avoided
➢ Cultural differences, technology, and interpretation need to be considered as well.
➢ To be a good communicator, you need to pay attention to how people are responding
to the message and adjust accordingly, rather than preoccupied with simply
expressing yourself.

MAJOR FORMS/LEVELS OF COMMUNICATION

There are 5 forms/levels of communication:

1. Intrapersonal Communication- communication happens within the person.

Hence, there is no feedback and/or feedbacks are not interrupted.
Example: A person can communicate himself through praying.
2. Interpersonal Communication- communication happens between a group of
persons.
Example: Ana is talking to Mrs. Maricar with regards to the school requirements.
3. Dyadic Communication- communication happens between two persons. Either
way, the source become the receiver and vice versa because of the dynamic
and spontaneous flow of discourse. One of the best examples of dyadic
communication is between a patient and a doctor.
4. Small Group Communication- this communication usually happen in an
organizational communization and involves more than two individuals. The
information coming from the source down to the receiver and vice versa. There
is a continuous sending and receiving of feedbacks.
5. Public Communication- this communication is a one way type model of
communication as it no longer requires the feedback of the receiver or the
audience. The message of the speaker will be sent to a huge number of
audiences. For instance, public speaking like the State of the Nation Address
(SONA) of the president.
6. Mass Communication- this involves a large number of people and requires a tool
to help disseminating the information. This also no longer requires feedback from
the audience to the source. For instance, television news and advertisement. But
in mass communication, there is no direct access with the receiver. For that they
need media like Newspaper, Radio, Television and Internet. The audience
feedback is very less or delayed.

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When the message you convey are not communicated properly and felt guilty of not
conveying the message as it wants to be conveyed feels worse. It is because the
effective communication is being hindered by noise or in other reference, barriers.
Some of the barriers that obstructs effective communication include noise,
inappropriate medium, assumptions, emotion, and use of jargons or technical terms,
and poor listening skills. These barriers are categorized into five. Physical, Psychological,
Cultural, Language Used, and Personal.

MAJOR TYPES OF COMMUNICATION

Communication is a natural phenomenon that occurs between a person and group of

person and purposely interacting and exchanging ideas. Do you know that even if you
do not utter a word, you are still communicating? Generally, there are two types of
communication mainly the VERBAL COMMUNICATION and NONVERBAL
COMMUNICATION.

Simply, verbal communication is a form of communication in which it uses

words to interchange the information with other people either in the form of
speech or writing. Meanwhile, nonverbal communication, does not use words
for communicating anything, but some other modes are used, i.e. where
communication takes place by way of unspoken or unwritten messages such as
body language, facial expressions, sign language and so forth.

However, as the world becomes more advanced, our means of

communications changes. Whilst the traditional modes of communication
remain the same, various communication modes arose and became not just
the trend but become essential in exchanging information. Communication
mode refers to the channel through which one express his/her communicative
intent. It is the medium through which one conveys his/her thoughts. Views or
feeling can be communicated through faceto-face interaction, video or audio.
The mode may also be text-based.

The most common of all these modes is the face-to-face interaction. It is an

informal or casual conversation between two or more people. People engage
in social conversations to establish relationships or maintain them. It is one way
of gaining new acquaintances or friends. How to speak, what to speak, when to
speak and to whom one is speaking are all important considerations in building
relationships

TRADITIONAL MODES OF COMMUNICATION

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Face-to-face communication is the most common and widely used mode of

communicating. This includes casual conversation between two or more people and
business meetings. Face-to-face is a very easy communication style that everyone has
experienced. It requires no extra materials, making this the cheapest option for
communication. It is also instant, and you get the benefit of visual cues from the person
or people to whom you are communicating. One advantage is face-to-face
interaction is that aside from directly hearing in the message being conveyed, you are
able to note nonverbal cues through facial expressions, gestures, movement or even
objects or realize form the person you are communicating with.

MEDIATED COMMUNICATION

In contrary to face-to-face communication, Mediated Communication refers to

a communication that happens using the technological tools of Information
and Communication Technology as a mode of exchanging information to one
person or another. These include the following;

Video communication is achieved by using Web cameras to connect two or more

parties. This is the nextbest communication option after face-to-face, as you get most
of the same benefits. However, there is always the possibility of bad connections or
other technical issues that hinder the communication. If there are no technical glitches
encountered, this could be very effective mode of communication especially for
people separated by distance. For example, you may engage in a conversation via
Skype with you loved ones especially during significant, meaningful or memorable
occasions. This is a convenient communication mode for people how want to reach-
out to each other despite distance.

Audio Communication is a voice-only form of communication, such as a conversation

on a telephone. This is a good instant communication tool if you catch the person
instead of getting an answering machine or voice mail, but it does not have the benefit
of allowing you to see the other person. It is also more difficult to include more than two
parties. An obvious down side of this mode is not being able to see the body language
or cues of the person you are talking to. However, if good listening skills is applied, one
may detect the tone and rising of intonation or pitch of the voice which may indicate
the feeling or mood of the speaker or listener.
The last mode is text-based communication. Although it can be linked or traced back
to the traditional mode of communication, however, because of the evolution of our

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communication we learned to adapt and integrate it to our daily living to address such
necessities. Like e-mail, text messaging and instant messaging and social networking
site such as Facebook, Twitter and Instagram likewise offer text-based interaction. Text
communication includes Internet communication, such as email, instant messaging
and forums, text messaging and printed papers. Text communication does not have
the benefits of audio and video, but it is much easier to distribute information to a large
group of people and save records of the communication.

COMMUNICATION IN SOCIAL MEDIA

In the past, there are various modes through which we communicate. These
modes took the form of hand written messages, type written messages, short telegrams,
computer encoded text, as well as the audio and video conversations. Each mode of
communication is distinct form the other, the ways in which you craft our messages
differ.
Now people can use email, social media, chat messengers, video conferencing, video
calls, images, videos, symbols, diagrams, charts, and emoticons, etc. for the
communication. Many things are wasting our time and we‘re becoming more busy
than productive. The debates, questions, viral communications are not achieving the
desired results and conclusions. There are even newer topics to communicate the next
day and we start looking for the next conclusions.

If we follow good communication skills we can use many tools and platform
for research and development of nature including a synergistic development of
humans, our environment and natural sources. Technology has affected
communication tremendously, but it is entirely dependent on us how we use it.

Today with the rapid rise and spread of internet connectivity, they old forms of
communication have given way to new forms that make communication easier and
faster. The emergence of social media has created a new avenue for facilitating daily
information and communication needs. As technology grows and expands our range
of communication, social media is becoming a vital tool for daily social interaction. It
creates opportunity for people to interact with each other in a way that is both helpful
and essential to socially motivate people. The rapid fire quick communication style that
captivates the millennial and other generation has shifted our conversations from
‗face-to-face‘ instances to ‗through –the-screen‘ ones.

Social media and online communication is believed to be having adverse

effect on social skills and communication among adolescents. When social media did
not exist and social communication and interaction were the only way of
communication. In the era of technology, social media interactions now dominates
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both online and offline conversations. In a society where interacting and over-sharing is
the norm, you are probably more likely to speak to friends and family through
electronic devices than face-to-face. As more generations are born into the social
age, social media will continue to be the favored communication form among young
people.

Being able to reach customers, co-workers and vendors quickly helps improve
the efficiency of any business operation. Mobile technology makes it easy to get or to
keep contact information in a mobile device. You can reach out with questions or
updates from anywhere. For example, a manager in the field trying to determine why
an order hasn't arrived can quickly contact his office, supplier and delivery courier
within a few minutes from the offsite location.

Furthermore, technology has reduced the amount of face-to-face interaction

or the number of actual telephone conversations that people have. It is much easier to
send a quick text rather than to engage in a phone call. Although this efficiency is
certainly a benefit, there is value to the chit-chat that's now becoming lost.
Relationships are built when a business knows its customer and discovers opportunities
to serve them more effectively through personal interactions.

When the message you convey are not communicated properly and felt guilty
of not conveying the message as it wants to be conveyed feels worse. It is because the
effective communication is being hindered by noise or in other reference, barriers.
Some of the barriers that obstructs effective communication include noise,
inappropriate medium, assumptions, emotion, and use of jargons or technical terms,
and poor listening skills. These barriers are categorized into five. Physical, Psychological,
Cultural, Language Used, and Personal.

5 CATEGORIES OF BARRIERS

Physical Barrier- this barrier includes the defects in media or the medium for
communication, environment or geographical location, and physical disability like in
hearing, vision, or speaking.
Psychological Barrier- it is the manifestations of human behavior and attitude when
communicating. These are emotions, past experiences or trauma, lacks retention of
attention or simply inattentive, status, and temperament.
Cultural Barrier- include the age and gender of the person, educational background,
economic status quo, popularity, religion, political views, and ethics.

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Language Used- as the word posits, it refers to the contributory factor of the diverse
language across the world, dialect, and even its accent or the way the word is uttered.
Nonetheless, colloquial term adds the situation.
Personal Barrier- refers to the poor listening skills, egoistic, interpersonal trust, and ability
to communicate effectively.
For us to be a good communicator, one must develop the effective communications
and be able to identify the barriers in communication. Thus, identifying the purpose of
the message and target audience will give a solid framework and will determine the
success of the communication. However, this cannot be done in just one try, constant
practice and developing good communications skills will improve the way we convey
the message to and equip us to converse with the people surrounding us without any
interferences or misunderstanding to both parties.

Explain

Watch, listen and study this link: Communication in the 21st Century: Is It What You
Say, Not How You Say It? By |Vivian Ta under this link:
Write your reaction/comments about what you viewed as delivered by the speaker.
Submit your activity in the Google Classroom.

Elaborate

You are done with your reading, now you are going to test yourself by answering the
following questions.
Activities you will do:
1. Communicate with your parents now. What did you observe? Did you follow
any of the models of communication? If not, why? If yes, prove it.
2. Have you experienced having a “choppy” or connection lost because of low
signal? Tell your experience in five sentences.
3. There are times that you misunderstood each other when communicating
although the message is very simple. What makes it difficult for both of you?

Evaluate

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Identification: Write the correct answer on the blanks provided.

Interactive model 1. Each person in this communication model is both a speaker and
listener.
Shannon weaver 2. This model was developed because of the emergence of technology.
Osgood-schramn 3. This model was centered on the interpreters understanding.
Eugene white’s stages of oral communication 4. It is the feedback which is the most
important in this kind of communication model.
Eugene white’s stages of oral communication 5. This mode4l indicates that the speaker
and listener communicate better if they have common fields of experience which overlap.
Eugene white’s stages of oral communication 6. According to him, this model is a
continuous process , the speaker can begin at any part of the process.
James Humes 7. He does not believe that communication is a simple one although we
communicate everyday.
Osgood-schramn8. This is a term used when the sender and the receiver apply different
meaning to the same word.
Perception process 9. It is a dynamic process because human perception can change
overtime.
Feedback 10. It involves this element of communication that is why it is considered the
best communication process.

GOOD LUCK!

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