Week 1 (1) – Lecture Slides

Purposive Communication
Unit 1: Fundamentals of Communication

Lesson 1
Communication
Principles,
Processes, and
Ethics
 Focal Points

• This lesson, and in the following weeks to come, will introduce you to the
basics of communication: Its nature, elements, frameworks or models, and
functions in various and multicultural contexts. It provides new insights into
communication such as the varieties and registers of spoken and written
language, culturally appropriate terms and expressions and ethics.

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Setting Goals

• Describe the nature of communication;

• Explain the communication process and its elements
through various models;
• Discuss the principles of communication and their
ethical implications; and
• Examine how communication works as applied to
various texts and situations.

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 Pre-Assessment Activity
• Complete the chart below. Write a word on
each branch where you can associate the
word communication. (Ex. Communication
– Talk)

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 COMMUNICATION

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From the words/phrases you used in the semantic web, Construct
your one-sentence definition of communication.

Communication is _____________________
_____________________________________
_____________________________________
____________________________________.

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 Basics of Communication

There are four key terms

that should be defined
to fully understand
communication: process,
systems, symbols and
meanings (Wood, 2012)

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 I. Process

Process implies continuity. In

the context of communication,
one never stops from
communicating as it is an
ongoing activity. It is a
dynamic as it continually
changes. Communication is
never static.

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 I. Process
Communication is considered a
process because it is an
activity on itself. It is not an
object that you can just simply
perceive using one of your
senses. But it is an activity in
which you participate.
(Pearson et. al., 2011)

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 II. System
Wood (2012) defined system as
interrelated parts that affect
one another. It is a collection
not of random parts, but of
organized wholes. For instance,
in classroom communication,
each student of the class is part
of the system.

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 II. System
Communication is likewise
affected by the larger system
within which it operates. For
example, culture is considered a
large system.

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 II. System
Thus, to effectively
communicate and interpret the
message, it is important to
understand the system (culture,
religion, ethnicity, nationality,
socio-economic status, age,
sex, political affiliation and
others) within which
communication takes place.

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III. Symbols
In Palta’s definition, symbol is
represented by language and in
Ober and Newman’s, it is
indicated by spoken or written
words and facial expressions,
gestures and voice qualities.
For others, it is embedded in the
term message.

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III. Symbols
All these suggest the use of
symbols in communication.
When people communicate,
they rely on symbols – a
concrete representation of
something abstract.

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 IV. Meanings
At the heart of communication is
meaning. It can be viewed as an “end”
in itself. This means that when people
communicate, they attach meaning to
the symbols they use (either verbal or
non-verbal) with the intent that the
person/s they are communicating with
share the same meaning as intended.

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 IV. Meanings
Communication has two levels of
meaning: content level and
relationship level (Wood, 2014; Pinker,
2008; Watzlawick, Beavin & Jackson,
1967)

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 Type Meaning Example
It refers to the literal If someone asks, “May
Content meaning of the you attend the
Level message. It is parallel
to the denotative
meeting? The content-
level meaning is that
meaning of the the person is simply
message. requesting your
presence in the
meeting.
It expresses the However, if the same
Relationship relationship between question is asked by
Level communicators. This
can be the connotative
your boss. You might
interpret the
meaning of a message. relationship-level
meaning as delegating
the task to you being
the top performer, or
someone who can be
trusted in your team.
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Definition of
Communication Overall,
Putting the concepts and other
definitions together,
communication can be
defined as continuous activity
(process) that operates within a
certain context (system) in which
people exchanged words,
gestures, and other verbal and
nonverbal (symbols) behavior to
create and understand information
or messages (meaning).

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 Elements of
Communication
Harold Laswell (1948), a
political scientist, produced a
set of questions to
conveniently describe what
comprises communication. The
following are the questions and
their corresponding
components of communication.

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 Who A Source

Says what? Sends a message

Through which channel? Through a medium

To Whom? To a receiver

With what effect? Producing some effect

Figure 1.1 Laswell’s Components of Communication

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 Elements of
Communication
Pearson et al. (2011) provided more
comprehensive components of
communication which include
people, messages, codes, channels,
feedback, encoding and decoding
and noise or barrier.

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 Comprehensive Components of
Communication
1.People – They are the ones involved in the communication
process. They have the roles of being the source who initiates a
message and the receiver as the intended target of the message.

2. Message – This is the verbal and non-verbal form of idea,

thought, or feeling that one intends to communicate to another
person or group of people. Verbal message pertains to the
language one utters while non-verbal message refers to
gestures, body movements, sign languages, and facial
expressions that carry with them their own meaning.

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 Comprehensive Components of
Communication
3. Channel – it refers to the means with which the message is
delivered.

4. Feedback – It is the receiver’s verbal and non-verbal response

to the source’s message.

5. Code – It is a systematic arrangement of symbols used to

create meanings in the mind of another person.

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 Comprehensive Components of
Communication
6. Encoding and Decoding – Encoding is defined as the
process of translating an idea or thought into a code. On the
other hand, decoding is the process of assigning meaning to an
idea or a thought.

7. Noise or Barrier – In the context of communication, noise

refers to any interference in the encoding and decoding
processes which affect the clarity and understanding of a
message.

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 The Communication Process
The definition of
communication and its
elements can also be
furthered, understood in
the light of a framework
or model to see their
interrelatedness. The
common models of
communication that
have been utilized over
the years are as
follows:

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I. Linear Model
Also called the transmission model. A linear model
assumes that communication is transmitted in a
straightforward manner from a sender to a receiver. This
clearly reflects that communication is a one-way process.

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 A. Laswell’s Verbal Model

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 In this model, communication flows in one
direction from the sender (who?) with the
A. Laswell’s message (says what?) which is sent via a certain
Verbal Model medium (in what channel?) towards the receiver
to bring about a certain result (with what effect?).
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 B. Shannon and Weaver’s Model

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II. Interactive Model
This model is in contrast with the linear one which considers
communication as flowing only in one direction from a sender to
a receiver (Gronbeck, 1999). In this model, communication is a
two-way process which involves an exchange or an interaction
between the sender and the receiver.

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II. Interactive Model
In this model, the personal fields of experience, whether shared
or no by the communicators are very important. According to
Schramm, the communicators’ fields of experience explain
why misunderstanding occurs.

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II. Interactive Model
Schramm pointed out that when there are more overlaps in the
communicator’s fields of experience (meaning they share the same
experience), the better they understand each other.

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 II.
Interactive
Model

Figure 1.3 The Interactive Model of Communication

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III. Transactional Model
This model was adapted from Wood (1997) in response to the
failure of the interactive model to portray the dynamism of human
communication.

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 III.
Transactional
Model

Figure 1.4 The Transactional Model of

Communication

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The key features of the transactional
model are as follows:
1. It has a time element
which influences how
people communicate. For
instance, freshman college
students are more
reserved at the start of the
semester since they are
still getting to know their
classmates. This will
change overtime as they
become more comfortable
with their classmates due
to their frequent
interaction.

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The key features of the transactional
model are as follows: 2. It depicts
communication as
varying (not constant)
and dynamic (not static).

2. The outer lines in the

model indicate that
communication occurs
within systems that
influence what and how
people communicate.
The system may include
culture, context, and
family background.

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The key features of the transactional
model are as follows: 4. Finally, the model does
not label one as the
sender and the other as
the receiver. Instead, are
communicators who
actively, equally, and
simultaneously
participate in the
communication process.
In sum, the transactional
model is a model in which
people interact with and
through symbols overtime to
share and create meaning.

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 Principles of
Communication

1. Communication is transactional - It is a
two-way process which involves an
exchange. When the message is sent, a
reply is expected.
2. Communication is inevitable – It is
impossible not to communicate. The
moment you wake up, you already start
communicating by merely thinking of how
your day will look like.

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 Principles of
Communication
3. Communication is goal oriented -
When you communicate, you have
goals in mind. You do not just say
something or write a message on a
piece of paper for no reason at all.
Your goal can be persuading,
entertaining, informing or expressing
one's feelings, ideas or emotions; to
build and maintain relationship and to
influence others are some of the
purposes of communication.
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 Principles of
Communication
4. Communication's various levels -
There are various levels of
communication: intrapersonal,
interpersonal, small group and
public or mass. The intrapersonal
level refers to the communication
that occurs when we do “self-talk”
or engage in self reflection.
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 Principles of
Communication
5. Communication is complex – You may
perceive communication as simply
sending a text message, talking over the
phone, or using hand gestures. However,
communication is so complex that it
entails a lot of processes which can occur
simultaneously or successively. Likewise,
there are implications and considerations
which are perceived consciously or
unconsciously.

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 Principles of
Communication
6. Communication can be learned –
Despite the complexity of
communication, it is still a skill which
can be learned.
7. Communication is relational – In any
communication setting, aside from
sharing meaning, the process how
meaning is created also echoes two
vital aspects of the relationships of the
communicators: immediacy and control.
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 Principles of
Communication

8. Communication is guided by
culture – Culture may be defined
as a system of knowledge shared
by a relatively large group of
people. The system includes
shared beliefs, values, symbols
and behaviors.

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 Ethics in
Communication

Ethical consideration in
communication shape how
you communicate. Ethics
deals with one's judgment
of rightness or wrongness,
appropriateness or
inappropriateness of a
course of action or
decision.

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 Ethics in
Communication
It is a set of moral
principles guiding the
society to maintain
social order. Below are
some guidelines for
becoming an ethical
communicator.

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 1. Ethical communicators are honest. In
Ethics in communicating your thoughts, ideas and
feelings, you must be truthful. Good
Communication communicators never lie and deceive
other people.

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 2. Ethical communicators are aware of the
consequences of their thoughts and actions.
Ethics in You need to think before you communicate
whether it is in the spoken or written form.
Communication Delete, communicate can build a ruin your
reputation. Thus, you need to take accountability
for what you are doing and what you are saying.
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 3. Ethical communicators value diversity and
respect other’s opinion. Respect means
Ethics in showing regard or consideration for others and
their ideas. Even if you do not agree with them.
Communication 4. Ethical communicators are just and fair. To be
just and fair is to be impartial and objective.

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 Choose and watch any
Filipino commercial which
deals with relationships
(partners, family, friends, etc.)
Analyze the commercial using
the elements of
communication. Identify the
elements as portrayed in the
commercial and explain how
they relate to one another
and how they fit in the
communication process.
Write your answer on the
Self-Paced Activity space provided.

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Self-Paced Activity
Name:__________________________________________
Course/Section___________________________________
Commercial:_____________________________________
Explanation:____________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________

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Self-Paced Activity
Post a screenshot of the commercial here:

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 Lecture Quiz
Go to this link to answer the quiz

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