COMMUNICATION: ITS NATURE, TYPES, LEVELS, AND ELEMENTS.
oThe Nature of Communications ▪ it includes face to face conversations,
‘communis’ – it means common, to come
together, to commune.
‘communicare’ – which means 'to share
something.
Communication
▪ is the process of exchanging ideas,
thoughts, feelings and emotions from
one person to another it also involves
imparting ideas, concepts, and data
to a group of listeners.
▪ is a process by which two or more
people exchange ideas, facts, feelings
or impression in such ways that each
gains a common understanding of
the meaning and use of messages. –
J. Paul Leagan
▪ is about two people talking such as
with a sibling, a parent, a teacher, or
a face-to-face conversation in real life
or even via the Internet.
▪ is the sharing of ideas among a bunch
of individuals. It is imparting concepts
to an audience. It is sharing of
experiences publicly for the common
good.
Types of Communications
Verbal Communication
▪ message is transmitted verbally.
▪ it is done by word of mouth and a
piece of writing.
▪ In verbal communication remember
the acronym "KISS" - Keep It Short and
Simple.
▪ Verbal Communication is divided into
oral and written.
Oral Communication
▪ spoken words used.
speech, telephonic conversation,
video, radio, television, voice over
internet.
▪ it is influenced by pitch, volume,
speed and clarity of speaking.
Advantages
▪ it brings quick feedback.
▪ in face-to-face conversation, by
reading facial expression and body
language, one can guess whether
he/she should trust what's being said
or not.
Disadvantages
▪ in face-to-face discussion, user is
unable to deeply think about what he
is delivering, so this can be counted
as a fault.
Written Communication
▪ written signs or symbols are used to
communicate it can be transmitted
via email, letter, report, memo etc.
▪ it is also the most common form of
communication being used in
business.
Advantages
▪ messages can be edited and revised.
▪ provides record and back up -
enables receiver to fully understand it
and send appropriate feedback.
Disadvantages
▪ doesn't bring instant feedback.
▪ takes more time in composing a
written message as compare to word-
of-mouth and number of people
struggles for writing ability.
Non Verbal Communication
▪ sending or receiving of worldless
message.
▪ non verbal communication is all
about the body language of speaker.
Examples :
1. Gestures
2. Body language
3. Posture
4. Facial Expression
Levels of Communications
1. Intrapersonal – communication that
occurs in your own mind.
o basis of your feelings, biases,
prejudices and beliefs
2. Interpersonal – communication
between two people but can involve
more in informal conversations
3. Small Group – communication within
formal or informal or teams
o decision making
o problem solving
o discussion within
organization
4. One-to-group – involves a speaker
who seeks to inform, persuade or
motivate an audience
5. Mass Communication – electronic
or print transmission of messages to
the general public.
o radio
o television
o film
o printed materials
6. Computer Mediated – basically and
principally makes use of computer
connected to the internet and various
websites.
1. Sender – the one who initiates or
starts the communication.
2. Receiver – individual whom the
message is directed.
o The receiver also provides the
sender with feedback which may
prompt the sender to clarify the
message.
3. Message – the central idea of the
communication process.
o It is made up of the ideas and
feelings that a sender-receiver
wants to share with others.
4. Channel – the means through which
we transmit the message in either
vocal or non-vocal messages.
o Vocal Messages are verbal and
spoken.
o Non-vocal Messages could also
be expressed in words or non-
verbal symbols.
an
5. Feedback – the response of the
sender-receiver to each other.
6. Noise – any unwanted sound that
interferes or bars the message from
being understood or interpreted.
o External Noise – comes from
the physical environment.
o Internal Noise – comes from the
psychological and sociological
nature of individuals when
thoughts and feelings are
engrossed on something other
than the communication at hand.
7. Context – surrounding or
environment that helps shape the
interaction between individuals.

Elements of Communications
 o Physical Context – the physical
environment where the
communication takes place.
o Social Context – the relationship
the participants hold for each
other.
o Psychological Context – has to
do with the mood and emotions
of the communicators at the
moment of communication.

COMMUNICATION BARRIERS

What is Communication Barrier? cultures have a special meaning for

▪ Simply put, a barrier is a hindrance. several basic values of society.
▪ These are factors that hinder clear
o Dressing, religions or lack of them,
and understandable communication
food, drinks, pets, and therefore the
between the sender and the receiver.
general behavior will change
drastically from one culture to a
Kinds of Communication Barriers
different.
o Hence it's a requirement that we
Physical Barriers – includes, closed
must take these different cultures
doors, vehicular noise, faulty equipment
under consideration while
used for communication, closed cabins,
communication. This is what we call
etc.
being culturally appropriate.
Perceptual Barriers – different people
Language Barriers – Language is that
perceive the same things differently,
the most ordinarily employed tool of
messages must be easy and clear, there
communication.
should be any rooms for diverse
interpretational set. o The fact that every major region has
its own language is one among the
Emotional Barriers – a perfect mixture of
barriers to effective communication.
emotions and facts is important for
effective communication. Gender Barriers – Societal stereotypes,
assumed gender roles can contribute to a
o Emotions like anger, frustration,
communication gap between the sexes.
humor, can blur the decision-making
capacities of an individual and thus o Men and ladies have assigned roles in
limit the effectiveness of their society that exacerbate to the gender
communication. divide.
o It is vital to remember, however, that
Cultural Barriers – as the world is getting
not all men and ladies fit into a
more and more globalized, any large
labeled category.
office may have people from several parts
of the planet. Different
o Recognizing the common differences
and similarities may be a initiative
toward creating understanding.
How to Overcome Barriers of
Communication
▪ Taking the receiver more seriously
▪ Crystal clear message
▪ Delivering message skillfully
▪ Focusing on the receiver
▪ Using multiple channels to
communicate instead of relying on
one channel
▪ Ensuring appropriate feedback
▪ Be aware of your own state of
mind/emotions/ attitude
Every good conversation starts with good
listening.
You do not listen with just your ears.
You listen with your eyes and with your
sense of touch. You listen with your
mind, your heart, and your
imagination. (Egan Gerard)
Listening is one of the macro-skills that
every student must develop.
Hearing is only a simple reception of
sound. It is done with ears. It is passive.
Listening is the process of making
evaluation and judgement of the
thought. It is through mind, more than
just the ears. It is active.
What is Effective Listening?
▪ Expressing our wants, feelings,
thoughts and opinions clearly and
effectively is only half of the
communication process need for
interpersonal effectiveness.
▪ The other half is listening and
understanding.
▪ There is a real distinction between
merely hearing the words and really
listening to the message.
The Importance of Listening Skill
▪ Improves relationships
▪ Improves our understanding
▪ Improves our knowledge
▪ Prevents problems escalating
▪ Saves time and energy
▪ Can save money
▪ Leads to better result
Levels of Listening
Ignoring
▪ The lowest level.
▪ The listener is not listening at all.
▪ They are distracted by anything
while the speaker is talking.
Pretend Listening
▪ We are distracted. Our mind is
elsewhere.
Selective Listening
▪ We pay attention to the speaker as
long as they are talking about things
we like or agree with.
Emphatic Listening
▪ Going beyond the words to the heart
and feeling that lie behind the
words.
How to be a Good Listener
Listen
▪ Don't interrupt
▪ Let the speaker finish
▪ Concentrate on what's being said
and the way it's being said
▪ Make notes, if this helps
▪ Show the speaker that you are
listening
 ▪ The receiver receives the encoded
Question message through the senses and
▪ Check understanding perceives it in the mind.
▪ The receiver then decodes or
Summarize converts the messages back into
▪ Paraphrase what the speaker has meaningful ideas in his/her own
just told you mind.

The Process of Communication Basic Principles of Communication

It is split into 3 basic components: 1. Know your target audience;
1. Sender 2. Know the purpose of your
2. Channel engagement in communication
3. Receiver 3. Know your topic very well;
4. Anticipate objections from your
Encoding – sender will initiate the listeners;
communication process by developing a 5. Present your viewpoints to your
thought into a message. listeners well;
Decoding – message then interchanges 6. Achieve credibility with your
through the channel to the receiver, who audience;
finalizes the communication process by 7. Follow through on what you say;
interpreting and assigning meaning to 8. Communicate a little at a time;
the message. 9. Present pieces of information in
various ways;
Since most communication exchanges 10. Develop real and useful ways to get
involve a continued discourse between feedback from the receivers.
senders and receivers, feedback is 11. Utilize varied or multiple
supplemented to the communication communication techniques.
process.

Feedback – is a critical component in the

communication process because it
ensures that the message is properly
established and interpreted by the other
party concerned.

In summary:
▪ The sender generates an idea in the
mind.
▪ The idea is then converted into
words, pictures, sounds, symbols,
actions. (encoding)
▪ The encoded idea is transmitted to
the receiver.
 ETHICAL STANDARDS OF COMMUNICATION

Ethics and contribute to the well-being of

▪ a system of moral principles. families, communities, and society.
▪ deals with values relating to human ▪ Promote communication climates of
conduct, with respect to the caring and mutual understanding
rightness and wrongness of certain that respect the unique needs and
actions and to the goodness and characteristics of individual
badness of the motives and ends of communicators.
such actions. ▪ Condemn communication that
degrades individuals and humanity
Communication Ethics through distortion, intimidation,
▪ The principle governing coercion, and violence, and through
communication. the expression of intolerance and
▪ The right and wrong aspects of it. hatred.
▪ The moral-immoral dimensions ▪ Being committed to the courageous
relevant to interpersonal expression of personal convictions
communication. in pursuit of fairness and justice.
▪ Advocate sharing information,
Fundamentals of Ethical opinions, and feelings when facing
Communication significant choices while also
▪ Responsible thinking respecting privacy and
▪ Decision making confidentiality.
▪ Development of relationships and ▪ Accept responsibility for the short-
communities. and long-term consequences for our
own communication and expect.
Principles of Ethical Communication
▪ Advocate truthfulness, accuracy,
honesty, and reason as essential to
the integrity of communication.
▪ Endorse freedom of expression,
diversity of perspective, and
tolerance of dissent to achieve the
informed and responsible decision
making fundamental to a civil society.
▪ Strive to understand and respect
other communicators before
evaluating and responding to their
messages.
▪ Promote access to communication
resources and opportunities as
necessary to fulfill human potential
 COMMUNICATION AND GLOBALIZATION
Globalization
▪ process of interaction and
integration among the people,
companies, and governments of
various nations.
It is roughly defined because the global
integration of economies and societies,
affects many aspects of young people’s
lives.
▪ Youth have an ambiguous
relationship with the globalizing
world, both economically and
culturally.
▪ They benefit from economic growth.
▪ Many travel around the world for
work, studies, exchange projects and
vacation.
▪ Telephone and the Internet enable
them to remain in-tuned with friends
and relatives abroad.
▪ They are the simplest educated
generation on new information
technologies.
▪ They're most flexible and maybe
best ready to adapt to and make use
of latest opportunities offered.
Impacts of Globalization
in Communication
Virtual Interaction
Globalization has introduced virtual
communication and collaboration as a
major part of academic and workplace
dynamic. We need to know the strengths
and limitations of various
communications media, and the way to
use each medium to maximum effect.
Example: communicating via email to
distant team members requires a
particular etiquette and nuance not
necessarily required in face-to-face
interactions.
Cultural Awareness in Speech
▪ The need for cultural awareness is a
serious impact of globalization,
resulting in the evaluation of
communication skills development
programs.
▪ In the workplace and schools, for
instance, we need the ability to catch
subtle nuances of people’s manner of
speech when two people are
speaking the same language, cultural
differences can affect vocabulary,
expressions, and voice tone.
Cultural Awareness in Body language
▪ Awareness of cultural differences in
visual communication are often
even as important because the
nuances of speech.
▪ This is why in schools, students are
taught to understand acceptable
speaking distances, conflict styles,
eye contact and posture in different
cultures, accepting that the physical
expressions of their own culture are
not universally accepted.
▪ Students are also taught how to
address these differences to
prepare them for face-to-face
meeting with foreign suppliers,
customers or team members when
they become professionals.
Time Differences
▪ The advent of worldwide
collaboration introduces another
new dynamic to communication skills
– the necessity to speak and share
information with people across
several time zones.
▪ When people collaborate with others
on the opposite side of the world
their counterparts are usually
reception asleep while they
themselves are at work.
The Effects of Globalization
on Global Communication
Both globalization and global
communication have changed the
environmental, cultural, political and
economic elements of the globe.
Fewer Cultural Barriers
Many people perceive culture to be the
basis of communication challenges.
When people from two different cultures
attempt to exchange information, the
way they speak, their visual
communication or their mannerisms
are often interpreted differently by the
opposite person. The way people
approach problems and the way they
participate in communities is all
influenced by culture.
Globalization has made it possible, for
example, for somebody in Japan to know
how someone within the U.S. goes about
their day. With television and films,
cultural barriers are getting less
prevalent. Being able to speak
effectively and regularly with colleagues
or friends across the earth helps people
understand each other’s cultures a touch
better.
Creation of Global Village
The global village is formed when
distance and isolation not matter
because people are connected by
technology. Wide-spread telephone and
internet access are life-changing for
several people across the globe,
especially those in developing countries.
Example: Online class, Virtual jobs
Globalization and global
communication have made it easier to
ascertain people on the opposite side of
the globe as a neighbor, rather than a
stranger from a faraway land. There is
such a lot knowledge about other
countries and cultures available online,
that it’s not an entire mystery.
Impacts of Globalization on
Global Communication
Availability of Information
The World Health Organization, in its
works focused on the cultural dimensions
of globalization, has expressed the view
that with the spread of companies
delivering Internet, satellite television and
mobile services, the cost of such
information technologies drop.
Business Conduct
Globalization has influenced global
communication by devising new
techniques for business conduct. Long
distance travels are not any longer
necessary for business people should
they require a gathering with a partner
overseas. Internet technology makes it
possible to exchange information and
conduct video conferences. Additionally,
enhanced communication allows
businesses to market their products more
efficiently within the international market.

Social Awareness
The availability of data, which could be a
direct effect of the development of
worldwide communication systems, has
led to increased social awareness of
individuals across the globe. Information
technology and networks enable them to
share opinions, views, work on projects
and research different areas. These are
among the most reasons why the method
of globalization is creating a way of a
worldwide society.

The Problem
Despite its quick spread and continuous
development, global communication has
not reached the bulk of individuals on all
continents. The World Health
Organization indicates that at least 70
percent of all people in Africa will never
make a single phone call or use of
internet. This points out the need of a
more extensive application of
communication technologies as part of
the process of globalization.
 LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTING
In a Global Environment, the power to
speak effectively are often a challenge.
Even when both parties speak the same
language, there can still be
misunderstanding due to ethnic and
cultural differences.
“Cultural proficiency doesn’t mean
memorizing every cultural nuances of every
market. It’s knowing when to concentrate,
when to invite help, and when-finally- to
talk.” (Genevieve Hilton)
A World of Diversity
▪ “Our world is a world of diversity” –
Parapak (1995).
▪ For many centuries, the people of the
world were separated by mountains
and seas.
▪ They rarely saw each other; their lives
were practically unrelated, they
developed and lived their own
unique cultures.
▪ People in a very particular locality
developed their own particular way
of life, their own language, their
religion and thus became referred to
as a tribe – an ethnic group or a
particular group of individuals who
established a nation of their own.
Global Community
Refers to the people of the globe,
considered as being closely connected by
modern telecommunications.
Examples:
▪ Major offices and a few homes
▪ Linked with fiber systems
▪ Global multimedia service
▪ Satellite transmissions
Cultural Awareness – is knowing that
there are multiple different cultures –
supported religion, ethnicity,
nationality, and other factors- that have
different attitudes and outlooks.
Cultural Sensitivity – involves accepting
those differences without insisting
your own culture is best, or that
everybody should do it your way
(Sherman, 2018).
Cultural Awareness and
Sensitivity Guideline
▪ Have a transparent sense of your
own ethnic, cultural, and racial
identity.
▪ Bear in mind that in order to learn
about others, you need to know and
be prepared to share your own
culture.
▪ Be aware of your own discomfort
once you encounter differences in
race, color, religion, sexual
orientation, language, and ethnicity.
▪ Be aware of the assumptions that
you hold about people of cultures
different from your own.
▪ Remember of your stereotypes as
they arise and develop personal
strategies for reducing the harm that
they cause.
▪ Remember of how your cultural
perspective influences your
judgments about what appropriate
normal or superior behaviors and
values are.
▪ Accept that in cross-cultural
situations, there are often
uncertainty, which uncertainty can
cause you to anxious. It can also
 mean that you do not respond 5. Differently abled (instead of disabled)
quickly and take the time needed to 6. Drug dependent (instead of drug
get more information. addict)
▪ Take any opportunity to put yourself 7. Dysfunctional family (instead of
in places where be able to study broken home)
differences and build 8. Economically marginalized (instead
relationships. of poor)
▪ Understand that you will likely be 9. Elderly, senior (instead of old)
perceived as a person with power 10. Ethnically disoriented (instead of
and racial privilege (or the opposite), dishonest)
and that you may not be seen as 11. Hearing impaired (instead of deaf)
unbiased or as an ally. 12. Informal settlers (instead of
squatters)
Gender Sensitivity – refers to the aim of 13. Intellectual disability, intellectual
taking account and/or understanding development disorder (instead of
the societal and cultural factors mental retardation)
involved in gender-based exclusion and 14. Intellectually impaired (instead of
discrimination. stupid)
15. Little people (instead of midget)
Gender Sensitivity and Language – It is 16. Morally challenged (instead of a
the realization of gender equality in crook)
written and spoken language. It is 17. Nondiscretionary fragrance (instead
attained when women and men and of body odor)
people who don’t conform to the binary 18. Outdoor urban (instead of homeless)
gender system are made visible and 19. People of mass (instead of fat)
addressed in language as persons of 20. Rape survivor (instead of rape victim)
equal value, dignity, integrity, and respect. 21. Sexually dysfunctional (instead of
perverted)
Political Correctness – It is used to 22. Socially misaligned (instead of
describe language, policies, or psychopath)
measures that are intended to avoid or 23. 23. Technologically challenged
disbenefit to members of particular (instead of computer illiterate)
groups in society. 24. Vertically challenged (instead of
short)
Somes Words That may be Used for 25. Visually challenged (instead of blind)
Political Correctness are as Follows:
1. Academic dishonesty (instead of Culture – It is a pattern of learned and
cheating) shared behaviors and beliefs of a
2. Aesthetically challenged (instead of particular social, ethnic or group. It is also
ugly) the society’s way of creating social
3. Black (instead of negra) connectivity among group.
4. Comb-free (instead bald)
Basic Terms to Remember:
▪ Ethnocentric Bias – is believing that
your culture is the benchmark of all
other culture.
▪ Cross-cultural Communication –
generally compares the
communications styles and
patterns of people from different
cultural/social structure.
▪ Intercultural Communication –
deals with how people from these
cultural/social structures speak to
one another and what difficulties
or differences they encounter, over
and above the languages they speak.
In communication: “Respect begets
Respect.”
Dimensions of Culture
Individualism – the interest of the
individual prevails over the interest of
the group.
Collectivism – the interest of the group
prevails over the interest of the
individual.
Masculine Cultures – those who strive
for maximal distinction between what
women and men are expected to try and
do.
Feminine Cultures – are those that
permit more overlapping social role for
the sexes.
Power Distance – is defined as to which
less powerful members of institution
within an area expect and accept that
power is distributed unequally.
▪ In high power distance cultures,
children are expected to
display respect for those of
higher status.
▪ Cultures with high power
distance have power and
influence concentrated in the
hands of a few than distributed
throughout the population.
Uncertainty Avoidance – refers to the
extent to which people in a culture feel
threatened by uncertain or unknown
situations. Hofstede (1997) explains that
this sense is through nervous stress and
during a need for predictability or for
written or unwritten rules.
Task-oriented Societies – are
characterized by a focus on making the
team more competent through training
and the use of up-to-date methods. In
task-oriented societies, members are
highly concerned with individual success:
advancing to more responsible jobs,
better training, and so on.
Socially Oriented Societies – focus more
on collective concerns: cooperative
problem solving, a friendly
atmosphere, and good physical
working conditions.
Barriers to Intercultural
Communication
▪ Anxiety – When you’re anxious due
to not knowing what you are
expected to do, it’s only natural to
concentrate on that feeling and not
be totally present in the
communication transaction.
▪ Ethnocentrism – is negatively
judging aspects of another culture
by the standards of one’s own
 culture. (To be ethnocentric is to
believe in the superiority of one’s
culture.)
▪ Stereotype – Stereotyping was first
used by journalist Walter Lippman
(1992) refers to judgements made
about others on the basis of their
ethnic group membership. Today,
the term is more broadly used to
confer with judgements made on the
premise of any group membership.
▪ Prejudice – refers to the irrational
dislike, suspicion, or hatred of a
specific group, race, religion, or
sexual orientation (Rothenerg.
1992). Persons within the group are
viewed not in terms of their individual
merit but in line with the superficial
characteristics that make them a
part of the group.
 TECHNOLOGY AND COMMUNICATION

Technology and Communication – ▪ The chronological era in which they

maintain technical communication were born and the media and
systems according to the needs of a technology that encompass their
particular business, industry, or market. world are what separates
generations.
Technological Devices – play a vital role
in the way people communicate
According to McMahan and Duck (2010)
nowadays.
▪ Media generations are characterized
Personal and Relational Identities are by unique media grammar and media
created and maintained through the awareness, based on the
use of these technologies. technological environment in which
they are born.
Cellphones, I-pods, and other
technological devices as relational Digital Natives – people who have grown
technologies to emphasizes the up in the information age.
relational functions and implications Digital Immigrants – people who have
of their use in society and within specific grown up before the digital age.
groups.
Each technology influences:
Relational Technology – develops
▪ People’s thinking
unique significances for specific social
▪ Sense of experience
groups.
▪ Perceptions of reality
Some groups view the cellphone as less
as a device to contact others and more Technology and Social Networks
to display social status and Social Media
membership. ▪ Computer-based technology that
facilitates sharing ideas, thoughts,
The Social Means accompanying
and information through virtual
technologies, along with their
networking and building
significance, vary according to the social
community.
system used.
▪ Design-based on the Internet and
Members of some organizations may provides quick, electronic
prefer contracts through a cell phone communication of content to users.
or face-to-face interactions.
This includes:
According to Gumpert and Cathcart ▪ Personal data
(1985) ▪ Photographs
▪ Media experience, the traditional ▪ Documents
notion of separating generations ▪ Videos
according to time, can be replaced
by segregating generations.
Users interact via:
▪ Computers
▪ Tablets
▪ Smartphones
According to Dollarhide (2019)
Social Media originated as a way to
interact with friends and family that
was later adopted by companies that
wanted to take advantage of a popular
new communication method to reach out
to clients.
Technology Services Includes:
▪ Software Development, Integration,
and Maintenance
▪ Hardware
▪ Networking Integration,Management
and Maintenance
▪ Information Security (IS)
▪ IT Management Consultants
▪ Mobile Services
▪ Web Applications

Technological Products
and Service Providers
▪ Professional services designed to
make technology easier for
companies and end-users.
▪ Provides technology-oriented
specialist solutions by combining
processes and functions in software,
hardware, networks,
telecommunications, and
electronics. – Techopedia, 2020

The IT-Services (ITS) are also known as

technology services.