Purposive Communication
and conflicts ensue. This is very true especially in the
Lesson 1: Communication Principles and Ethics
The word ‘communication’ is derived from
Latin word ‘communis’, which means common. It is a
process of exchange of facts, ideas, opinions and a
means that individuals or organizations share the
meaning and understanding with one another.
Elements of Communication
1. Sender - a person,group or organization who
initiates communication.
-She/He may be the source,encoder,speaker or
communicator.
2. Encoding - This is the process of transferring the
message into a format or platform that is expected to
be understood or decoded by the recipient of the
information.
3. Message - an element transmitted in
communication.
- It may consist of the idea, opinion, information,
feeling, or attitude of the sender.
4. Channel - a pathway or medium through which the
message travels to reach its destination,
- It can be oral, written, or visual.
5. Receiver - a person who receives, analyzes,
understands, and interprets the message.
-S/he can also be called decoder, reader, or listener.
6. Decoding - This happens when the recipient
receives the message. Receptive skills are necessary
in this phase, which includes reading and
comprehending, viewing, active listening, or asking
questions if necessary.
7. Feedback - the receiver’s response that provides
information to the sender.
- The return process in which the receiver provides
both verbal and non-verbal signals to show whether
the message is understood or not.
8. Noise - a form of distortion,barrier or obstacle that
occurs in an of the oral communication process.
9. Context - It is the situation from which the
communication is done. It includes settings or
environment; social relations; scenes which include
place, time and occasion and culture.
Processes and Principles of Effective
Communication
Effective communication is a key interpersonal
skill and by learning how you can improve your
communication has many benefits. It sounds so simple:
say what you mean. But all too often, what you try to
communicate gets lost in translation despite your best
intentions. You say one thing, the other person hears
something else, and misunderstandings, frustration,
absence of physical, face-to-face communication.
Communication is beyond simply putting words
into thoughts and emotions. It is done effectively only
when information is transmitted without changing both
the content and the context of the message. Simply
put, communication is the art of creating and sharing
ideas for a specific purpose. It comes in many forms:
● verbal communication, which includes the
use of language, sounds, and tone of voice.
● non-verbal communication, which includes
body language,facial expressions,sounds and
appearance.
● written communication, such as through
journals, emails, blogs, and text messages.
● visual communication, which involves signs,
symbols, pictures, graphics, and emojis.
Audience Analysis
A key element in effective communication is
audience analysis. “Audience” here does not only
refer to the people listening to you in a public speech.
Rather, it refers to anyone who is expected to receive
the message you are sending.
This is a skill that an effective communicator
must have in order to convey the message that he/she
wanted to relay to other people. As a speaker, you
need to know the audience, understand their level and
how they need to receive the information.
Communication Barriers
These are the hindrances,obstacle to
communicate effectively with other people.These are
not confined to physical noise (cars passing by,
someone pounding on the table) and physiological
issues (an upset stomach), but could also include
cultural difference, varying levels of expectations and
experiences, and difference in perspectives and
communication styles.
Principles of Effective Communication
Effective communication requires a certain level
of connection between and among people, allowing a
series of exchanges of thoughts and emotions,
eventually leading to mutual understanding. In order for
that to happen, the following principles must be
observed.
Clarity. This pertains to both the message and the
purpose why the message has to be sent.
Conciseness. The message should be as brief as may
be required depending on one’s purpose.
Completeness. Despite its conciseness, the message
should still be complete and accurate.
Organization. Effective communication is usually
planned in order to ensure the systematic flow of ideas
and transition from one point to another.
Empathy. The sender of the message should be
sensitive to the needs and interests of the receiver.
Flexibility. Different people have different
communication styles, and consequently, different
expectations.
COMMUNICATION AND GLOBALIZATION
Globalization has been regarded as the key to
the worldwide integration of humanity, where there
is an increased economic, political and cultural
integration and interdependence of diverse
cultures.
Communication in the modern world must be
anchored on the concept of diversity, since effective
communication and the ability to understand cultural
differences are skills that have become requisites not
only for a meaningful social life but also for a
successful professional career.
Even professionals from the countries that are
traditionally known for sticking to their native tongue
(e.g. Japan, Korea, Vietnam) have started to learn
English, as the internationally-recognized lingua franca,
with the concept that learning English does not make
them less Japanese, Koreans, or Viets.
Digital technology has erased territorial
boundaries among countries and among people with
varying cultures.
There is a need to develop graduates and
professionals who are multiculturalists – those who are
engaged with and respectful of people with different
cultures.
BUSINESS MISCOMMUNICATION IN A GLOBAL
SETTING
In the past, Gerber dealt with issues in some
cultures where women have low literacy rates such as
Africa and the Middle East. The women in these
cultures generally use pictures to tell them what food
they are buying. When Gerber started selling their
product in these countries, the women saw the picture
of the baby and believed that there was a baby or part
of one baby in the jar.
Irish Mist is a brown whiskey produced in
Dublin, Ireland. In Germany, however, “Mist” literally
translates to “crap”.
Joni (read as “Yoni”) is a brand of skin product.
However, Yoni means ‘uterus’ or ‘vagina’ in Sanskrit,
and is an Indian representation of female genitalia,
especially pertaining to the Hindu goddess Shakti.
Globalization has affected the way people and
companies communicate with each other.
Cultural differences have accentuated Cultural
insensitivity.
Since everyone is a consumer of particular business
products, it is important to know the issues, etiquette,
protocol, communication styles and negotiation
approaches of people from different cultures using the
business experience as example.
McDonald’s spent thousands on a new TV ad to
target the Chinese consumers. This featured a Chinese
man kneeling before a McDonald’s vendor and begging
him to accept his expired discount coupon. The ad
caused uproar over the fact that begging is considered
a shameful act in Chinese culture.
Similarly, McDonald’s also unintentionally
offended thousands of Muslims when it printed an
excerpt from the Koran on its throwaway (take-out)
hamburger bags. Muslims saw this as sacrilegious.
Some staff at the African port of Stevadores
saw the supposedly internationally-recognized symbol
for “fragile” (i.e. broken wine glass). Since in their
culture, they treat the pictures printed on packages to
be representation of what’s inside, they thought it was
a box of broken glasses and threw all the boxes into
the sea.
These examples are predominantly business-related,
where companies failed to regard cultural differences in
packaging and communicating their product to the
global market.
The cost of cultural insensitivity in global
communication can be felt in everyday
communication, as cultural misunderstandings often
lead to misinterpretation and unnecessary tension
between people.
CULTURAL INSENSITIVITY IN EVERYDAY
SITUATION
Showing the sole of a shoe (by crossing one’s
legs and pointing one’s shoes to the speaker, for
example) means nothing to observers in most Western
and Asian countries. In Muslim cultures (such as Saudi
Arabia), however, the gesture is perceived as insulting.
Similarly, crossing one’s legs while seated is customary
for Westerners, but this is a social faux pas in Korea.
Blinking rapidly while another person is talking
is normal for most people, especially during tense
situations. For Taiwanese, this is considered impolite.
The Japanese view the business card as an
extension of their body, while Americans view it simply
as a business formality. Hence, when Japanese hand
over their business cards with two hands and with
great care, they get insulted when the person receiving
just put it away with haste.
➔ These are just some of the instances when
miscommunication and misunderstanding can
happen as a result of cultural ignorance and
insensitivity in the global environment.
➔ In order to develop more meaningful
relationships and establish productive interaction with
people having different cultures, everyone should
recognize and respond to such differences and
nuances.
➔ In addition, people have to be mindful that not
everyone from the same culture exhibits the same
characteristics and habits in communication, so
sensitivity is key to any successful communicative
situation.
➔ In communicating in a highly global
environment, the challenge that faces everyone is to
learn to understand, accept, and address cultural –
and communication – differences.
ETHICS IN COMMUNICATION
Effective communication is ethical communication.
➔ Ethical Communication - Communication is
ethical only when it is genuine, open, cooperative
and sensitive to one’s cultural and social beliefs and
practices.
➔ Unethical communication - If there is an
intent to conceal the truth, or bring damage to any
organization, group or individual person.
 Even in situations when there is no intent to while at the same time avoiding all kinds of
harm, but damage to a certain group is inevitable stereotypes.
because of the message or the channel used to relay
the message, it is still considered unethical.
How Past Experience and Prejudice Affect
Communication
Past experiences inevitably affect people’s
communication styles in the future. When their
audience responded positively to their message,
chances of them repeating the same style are relatively
high. However, when they were turned down or given
negative feedback, this will definitely influence how
they deliver the message next time.

Showing commitment and genuine interest

A key component of ethical communication is
showing commitment in the communicative situation.
Being committed means giving sufficient time and
resources to any discussion or conversation, and being
open about any issue that may arise.
Naval Language” or The Belly Button Psyche
Two major elements affecting ethical communication
are the:
● use of words or language,
● one’s behavior or body language.
The second element – body language – may be
enhanced through the ‘Belly Button Psyche’, or the
belly button rule, which is believed to communicate true
interest while engaging in face-to-face communication.
Dr. Albert Mehrabian, professor of Psychology
at UCLA said that the belly button rule is the most
important indicator of reading a person’s intention.
Belly Button facing each other expressing
interest in the conversation.
Belly button facing away from each other
means not interested in the conversation.
Respecting socio-cultural beliefs and practices of
others
The concept of globalization is not new, but
people somehow fail to realize that this is not confined
to technology or bridging the world and making it a
virtual community.
Globalization also entails changing the way
people communicate to others, especially those with
different norms, cultures and belief systems. This
involves all types of communication, whether
face-to-face, chatting via email, or using various forms
of mass media.
Ethical communication requires people to
respect socio-cultural beliefs and practices of others,