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Hello!
My name is Maria Nemia L. Malate, and I will be with you as your teacher in this course.
Together, we will navigate this journey towards learning the aspects of communication in
the new normal.
What does this course contains and hopes to deliver? This talks about communication in
the academic and corporate realms.
This course will guide you in writing speeches, minutes of meetings, documents,
preparing a technical or research paper, and even making presentations. Moreover, you
get to see each other’s work and together, we can make positive suggestions and advices
to each other in order to improve our listening, speaking, reading, writing, and viewing
skills.
For this semester, we will discover the many ways of becoming an effective speaker,
writer, content maker, well – versed communicator.
I am fully aware that we have come face to face with the reality that imparting knowledge
has become more of a challenge today due to the threat brought by the global pandemic.
But, as they say, great are the challenges we face but greater is our will to overcome
them.
With this, I encourage you to have faith and keep the fire for learning burning continuously
despite the pandemic.
- Miss Nemz
****
Disclaimer:
The contents of this lecture notes is a compilation of resources.
This is SOLELY for educational purposes and NOT for sale or any economic gain of any sort.
Authors are also duly acknowledged at the end of this lecture notes.
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
∞∞∞∞∞∞
There is always a season for growth.
There is a time for change.
There is a first to everything; and you are it!
∞∞∞∞∞∞
Unit 1 –
COMMUNICATION PROCESS, PRINCIPLES AND ETHICS
Objectives:
Engage:
Communication
Purposive Communication
Communication breakdown
Verbal Communication
Non-verbal Communication
Congruent and Incongruent Messages
Implicit and Explicit Messages
Message Filters
Meta Level of Communication
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
Discussion:
What is communication?
Communication is an exchange of ideas between the speaker and the listener with the intention to convey
the right message through the use of effective communication channels.
• Communication is a dynamic process that individuals use to exchange ideas, relate experiences and share
desires through speaking, writing, gestures or sign language.
• Taken from the Latin word ‘communis’ which means common.
• Two way process.
• Its essential element, is that communicated information should be understood correctly and transferred in
the right direction.
• Principles help in forming message, style and importance so that it becomes more effective for audience.
Contexts affect the process of sending and receiving of messages; semantics or meanings, choice of
channels, words and methods of delivery.
Components of Communication
• Anthropological component
Communication happens between at least two human beings
• Social component
Participants have certain intensions when communicating and understanding each other
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
• Signal component
During communication participants refer to a socially adapted set of signs in order to transmit a
message
• Process component
There are continuous changes during communication
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
Factual information
explains the fact
Self-revelation
expresses the sender himself and his feelings
Relationship
expresses what the sender expects from the receiver and what kind of relationship (contact)
exists between the parties
Appeal
seeks to have an influence on the other
Inaccurate interpretation
- ignoring or misunderstanding non-verbal signals or implicit messages
Selective perception
- by selecting only certain elements from a message, hearing an expected message
Linguistic impact language
- style, tone, speed
Semantics
- different perceptions, meanings that different people attach to the same word
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
Models of Communication
1. Aristotle (5BC)
The first and the earliest model. Aristotle who was a teacher of Rhetoric and even put up an academy
to produce good speakers. He focused on the speaker and the message and he considers the setting
where the listener is situated as the most important part in his model. It is the setting that dictates the
message.
Information Source >> (Speaker) >> Transmitter/Channel (Signal) >> Message >> Received Signal >> Receiver
(Destination)
3. Wilbur Schramm
Wilbur Schramm is considered as the Father of Mass Communication. Schramm asserts that
communication can take place if and only if there is an overlap between the Field of Experience of the
Speaker and the Field of Experience of the Listener.
Field of Experience is everything that makes a person unique – everything he/she has ever
learned, watched, seen, heard, read, and studied. In other words, this is practically
everything that has happened in a person’s life.
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
Think
ing
Monit Symbo
oring lizing
Feed Expre
back ssing
Deco Transmi
ding tting
Recei
ving
Who (Communicator) Says what (Message) In which channel (Medium) To whom (Receiver)
With what effect (Effect)
Elements of Communication
A. Speaker. The encoder, crafts the message and decides how to deliver it.
B. Message. The central element of the communication process.
C. Listener. The decoder, he makes sense of what is being said and reacts to it.
D. Channels. The means by which the message is sent.
E. Response/Feedback. The only way the Speaker knows that the Message has been received.
F. Noise. Any barrier to communication that results to communication breakdown (which can lead to
a total cessation of interaction.
G. Communicative Situation. Has two components - (1.) physical location, that is usually chosen
for the purpose it will serve; and the (2.) psychological setting, which depends on the
participants.
Ideation
Formation of idea or selection of a message to be communicated.
Consists of “What” of communication------ content of the specific message.
Scope of ideation is determined by the sender’s knowledge, experiences and abilities as well as the
purpose of communication and the context.
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
Engage:
Why do we communicate?
How do we communicate?
Do you agree with the phrase stated above? Why or why not?
Discussion:
The success of any communication endeavor can long be ensured even before the speaker steps into the
podium or the writer publishes his work.
What about you? What are your preparations before you present your speech?
What about before you start writing?
The 7 Cs of Communication
Conciseness
A concise message saves time and expense for both sender and receiver. Conciseness is saying
what you have to say in the fewest possible words without sacrificing the other C qualities.
Simplicity and directness help you to be concise. Conciseness contributes to emphasis. By
eliminating unnecessary words, you help make important ideas stand out.
Courtesy
Courtesy builds goodwill. It involves being polite in terms of approach and manner of addressing an
individual.
Courteous messages help to strengthen friendships, as well as in making new friends. Courtesy
stems from sincere you-attitude. It is not merely politeness with mechanical insertions of please's
and thank-you's.
Correctness
Glaring mistakes in grammar obscures the meaning of a sentence. The misuse of language can
damage your credibility.
This principle comprises more than proper grammar, punctuation, and spelling. A message may be
perfect grammatically and mechanically but still, insult and fail to achieve its purpose.
Clarity
This means getting your message across so the receiver will understand what you are trying to
convey..
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
Completeness
The communication must be complete. It should convey all facts required by the audience. The
sender of the message must take into consideration the receiver’s mindset and convey the message
accordingly.
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.
Tips:
Explore other traditions/ cultures in more depth to be prepared.
Be patient when conversing with others especially when you hear their language style.
Maintain etiquette.
Practice active listening.
Captivating
You must strive to make messages interesting to command more attention and better responses.
Tips:
Use a storytelling format.
Know how to pitch.
Choose the right words.
End your talk strongly.
1. Know your purpose in communicating. Are you communicating basically to inform, to entertain, or to
persuade? While you may have more than one purpose, there is still a more dominant objective or reason
why you communicate.
2. Know your audience. In both speaking and writing, you should know your audience as it will dictate the
speaking and writing style you are going to employ. Consider the age, educational background, profession,
culture, and other salient features of your listeners or readers.
3. Know your topic. You communicate essentially because you want to share something. In speaking
situations, speakers are invited because they have something to share. This also applies to writing. You write
because you wish that other people learn something from you. You may then utilize several or multiple
communication techniques to easily catch the attention of the audience.
4. Adjust your speech or writing to the context of the situation. The environment in which your speech or
writing is to be delivered determines the kind of language you will use.
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
5. Work on the feedback given to you. Once you receive comments from the listeners/readers, work on them.
In the long run, constructive criticisms will prove beneficial to you as you lean to address them.
Engage:
Communication ethics emphasizes that morals influence the behavior of an individual, group, or organization
thereby affecting their communication. It is important to note that one’s behavior should be regulated by
honesty, decency, truthfulness, sincerity, and moral uprightness.
https://study.com/academy/lesson/unethical-communication-definition-behaviors.html
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.
A great deal of the ethics of communication involves respect for truth. Indeed, as one has put it, the
assumption of truth undergirds 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.
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
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.
FREEDOM OF EXPRESSION
Freedom of Expression is a basic human right, including the freedom to seek, receive, and impart
information and opinions of any kind in any form.
Internationally, freedom of expression is protected under the Universal Declaration of Human Rights
and the International Covenant on Civil and Political Rights.
Freedom of Expression must be balanced against society’s need to maintain order, protect general
welfare and public morality
There should be limits to free expression, but only when it involves harm to others
People should refrain from hate speech, the public use of derogatory and offensive language
denigrating others, particularly on the basis of race, ethnicity, gender and/or sexual orientation.
MASS COMMUNICATION
Mass communication is used to describe the various means by which individuals and entities relay
information through mass media to large segments of the population at the same time.
It is the mass production of messages or information that is intended to reach a large amount of people
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College of Engineering and Architecture
Lecture Notes for Purposive Communication
marianhemia.malate@bisu.edu.ph
Truth
Censorship
Laws
Privacy
Appropriateness
Sensitivity to other cultures
Respect dignity, privacy, and well-being of a person
ETHIC CODES
Ethic Codes (or Ethical Codes) are moral guidelines that are used to help assist people in making decisions,
to tell the difference between ‘right’ and ‘wrong’ and to utilize this understanding to make ethical choices
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