Communication in Extension

Mary Yole Apple Declaro-Ruedas

Associate Professor V
Occidental Mindoro State College

Used some of the slides of Sumayao (2013) & Baconquis (2014)

OUTLINE OF PRESENTATION

A. Process
-defining communication
-elements of the process
-levels of communication
-communication models
B. Media
-nature & characteristics
C. Barriers
D. Related concepts
COMMUNICATION

“The process of sharing and the relationship of the

participants in this process” (Kincaid & Schramm, nd).
Etymology:

“communis” to make common or

establish commonness
between two or more
people;

“communico” to share.
COMMUNICATION…

 process by which individuals share meaning (Black

& Bryant,1992).
 ‘social interaction through messages’
(Gerbner,1967).
 process by which a source sends a message to a
receiver by means of a channel to produce a
response from the receiver, in accordance with the
intention of a source (SRA, Sourcebook,1996).
According to Kincaid & Schramm:

 Not all communication has to be human communication.

 Not all participants in a communication process have to be
present.
 Communication can take place over a large distances of
space and time.
 Not all communication takes place in words.
 Communication does not always require two or more
participants.
 Thinking is a form of communication.
Communication is a process
by which a source
sends a message
to a receiver
by means of a channel
to produce a response
in accordance with the
intention of the source.
 ATTRIBUTES OF
COMMUNICATION

1. Dynamic –ever changing ;no

clear beginnings and endings.

2. Systematic – as a system, it
consists of a group of elements
which interact to influence each
other and the system as a
whole.
3. Symbolic Interaction–
language is a form of symbols
which people use in interacting
with each other, in describing &
classifying experiences.

4. Meaning is personally
constructed – “meanings are in
people, not in words.”
 FORMS OF COMMUNICATION

Oral Written Non-verbal

 Examples of
He’s
Decoding Nonverbal Cues
unapproachable!
He’s angry! I’ll
stay out of
his way!

Boss breathes
Boss fails to acknowledge heavily &
employee’s greeting waves arms

I wonder what My opinion

he’s hiding? doesn’t count

No eye contact
while
communicating
Manager sighs deeply
SOURCE: Adapted from “Steps to Better Listening” by C. Hamilton and B. H. Kleiner. Copyright © February 1987. Reprinted with permission, Personnel Journal, all rights reserved.
 Field of Experience
- The sum total of an individual’s experiences which
influences his/her ability to communicate.

A 1
- Communication can take place between people only
to the extent that they share a common field of
experience or similar experiences.
 Levels of
Communication
 Intrapersonal Communication

 Interpersonal Communication

 Mass Communication
 Basic Interpersonal
Communication Model
/ /
/ Communicator / /
/ /
/ /
/ / Message
/ /
/ / • Context
/ / • Affect
/ /
/ /
Receiver /
/ /
Event
/ / X
/ /
/ /
/ /
/ /
/ /

Perceptual screens Perceptual screens

Influence message quality, accuracy, clarity

Include age, gender, values, beliefs, culture,
experiences, needs
Communication
Model
WHAT IS A MODEL?

“Communication models are merely pictures; they’re

even distorting pictures, because they stop or freeze an
essentially dynamic interactive or transactive process
into a static picture.”

Models are metaphors. They allow us to see one thing

in terms of another.
 Aristotle’s Rhetoric

Three elements of
communication:

• the speaker
• the speech
• the audience

(http://www.cultsock.ndirect.co.uk/MUHome/cshtml/introductory/aristotle.html)
 Laswell's model of the communication process.

WHO SAYS IN WHICH TO WITH

(Sender) WHAT CHANNEL WHOM WHAT
(Message ) (Medium) (Receiver) EFFECT
(Effect )

Communication is who says what in

which channel to whom with what
effect (Laswell,1948).
The first major model for communication came in 1949 by Claude Shannon and Warren Weaver
for Bell Laboratories.
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.
Newcomb’s Model

equilibrium
 Gerbner’s General Model (1956)

PERCEPTUAL DIMENSION

M
Selection E
E1 Context Event
Availability

Channels
MEANS AND CONTROL
Media
DIMENSION
Control

M2 S E
SE1 Form Con-
tent

(cf. Gerbner 1956, in: Corner; Hawthorn (eds.) 1989:18)

Westley & MacLean Model
In 1960, David Berlo expanded on Shannon and Weaver’s (1949) linear model of
communication and created the SMCR Model of Communication.
Kincaid’s Convergence Model
The models reflect trends in communication
theory:

 Communication is a process (Berlo,1961).

 Communication is a transaction (Stewart,1990).

 Communication is a convergence of mutual

understanding (Rogers & |Kincaid, 1981).
 65 %

35 %

10 %

Oral Visual Alone Visual & Oral

Barriers to Effective
Communication
Barriers to effective communication
• Perception – “people interpret or see things
differently”
• Language – “jargon”
• Semantics – “watch that word meanings!
• Inflections – “the emphasis is where?”
IEC Materials