PURPOSIVE COMMUNICATION LESSON 1 COMMUNICATION PROCESSES, PRINCIPLES AND

ETHICS
Class publication date: September 27, 2021

General Note:
Good day FUTURE TEACHER!
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reviewer if you don’t have any gadgets to download or access this module. The instructor only needs your answers, not the module,
so please keep it.
In addition, for students who are able to access and download this module online, write your answers on a yellow paper, with
your name, year level, section, module number (ex. “EAPP LESSON 1” or “EAPP L1” as stated on this module) and the topic indicated
on the upper part of your yellow paper.
Read all instructions on this module carefully, complete all tasks given, and submit your work a week after receiving the
module.

Thank you!

COMMUNICATION PRINCIPLES
Communication is a process of exchanging verbal and/or non-verbal information between two or more people who can be
either the speaker or the receiver of messages, it is used to meet the purpose of a person, which could either be to inform, to
persuade or to entertain.

Communication can be in the form of written, verbal, non-verbal, and visual

✧ Written communication involves texts or words encoded and transmitted through memos, letters, reports, on-line chat, short
message service or SMS, electronic mail or e-mail, journals and other written documents.
✧ Verbal communication involves an exchange of information through face-to-face, audio and/or video call or conferencing,
lectures, meetings, radio,and television.
✧ Non-verbal communication involves the use of the following to convey or emphasize a message of information.
Voice - this includes tone, speech rate, pitch, pauses and volume.
Body language - this includes facial expressions gestures, postures, and eye contact.
Personal space or distance - this refers to an area of space and distance that a person from a different culture, personality,
age, sex, and status adopts and puts for another person.
Personal appearance - this refers how a person presents themselves to a particular situation, whether formal or informal.
✧ Visuals involve the use of images, graphs, charts, logos, and maps.

Communication can be intended or unintended

Intended communication refers to planning what and how you communicate your ideas to other people who are older
than you are or who occupy a higher social or professional positions such as your parents, teachers, and supervisors, among
others.
Unintended communication on the other hand, happens when you unintentionally send non-verbal messages to people
you are communicating with, or when you suddenly make negative remarks out of frustration or anger.

Communication is a complex process that requires you to…

✔ Know your audience

✔ Determine your purpose

✔ Identify your topic

✔ Expect objections

✔ Establish credibility with your target audience

✔ Present information clearly and objectively

✔ Develop a practical and useful way to seek for feedback

COMMUNICATION PROCESS
The communication process involves elements such as source, message, encoding, channel, decoding, receiver, feedback, context,
and barrier.
● Source - the speaker or sender of a message

● Message - the message, information, or ideas from the source or speaker

● Encoding - the process of transferring the message

 ● Channel - the means to deliver a message such as face-to-face conversations, telephone calls, e-mails, and memos, among
others.
● Decoding - the process of interpreting an encoding message

● Receiver - the recipient of the message

● Feedback - the reactions or responses of the receiver of the message from the sender

● Context - the situation or environment in which communication takes place

● Barriers - the factors which may affect the communication process

Examples of barriers to communication:
✔ Culture

✔ Individual differences

✔ Language use

✔ Noise

✔ Past experiences

✔ Status
Communication can be a one-way or two-way process.

THE SHANNON-WEAVER COMMUNICATION MODEL (1949)

In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an American scientist both of them
join together to write an article in “Bell System Technical Journal” called “A Mathematical Theory of Communication” and also called
as “Shannon-Weaver model of communication”.

This model is specially designed to develop the effective communication between sender and receiver. Also they find factors
which affecting the communication process called “Noise”. At first the model was developed to improve the Technical
communication. Later it’s widely applied in the field of Communication.

When you think about communication issues in the field of health and social care, it is helpful to break down the different
components of the communication process. This way, you can think about all the different steps that take place in every interaction
between you and a service-user or colleague, and about all the possible barriers or difficulties that might lead to a breakdown in
communication.

There are many models and theories that analyse the communication process. This model was, again, first published in 1948,
and it has been adapted, modified, and developed in many ways since. Claude Shannon was a mathematician and Warren Weaver
was a scientist. They were primarily interested in “machine translation”, and how early computers, radios and televisions transmit
information. However, the theory equally applies to human communication, and it remains hugely influential in modern social
sciences. It is the foundation of most current communication theories, and for this reason, it is sometimes referred to as “the
mother of all models”.

The Shannon-Weaver model introduces 5 key stages to the communication process:

✔ The sender

✔ The encoder

✔ The channel

✔ The decoder

✔ The receiver
 The model deals with various concepts like Information source, transmitter, Noise, channel, message, receiver, channel,
information destination, encode and decode.

Of course, we all know that the process is not always that simple, and there are often obstacles to communication. Therefore,
the Shannon-Weaver model introduces the concept of “noise”. Noise refers to anything which interferes in the channel stage of the
model. This could literally be background noise which makes it hard for a receiver to hear a message, or it could be distractions
which prevent them from focusing on the communication. If you imagine you are talking to a service user who is in a great deal or
physical pain, or perhaps stress or emotional anguish, then all those feelings would constitute noise, which would limit their ability
to focus on, and interpret the message.

Practical Example of Shannon-Weaver model of communication :

Thomson made call to his assistant “come here I want to see you”. During his call, noise appeared (transmission error) and his
assistant received “I want” only. Again Assistant asked Thomson (feedback) “what do you want Thomson”.
Sender : Thomson
Encoder : Telephone (Thomson)
Channel : Cable
Noise : Distraction in voice
Reception : Telephone (Assistant)
Receiver : Assistant.
Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages.
*The noise which affects the communication flow between them.

Because the Shannon-Weaver model was initially designed for electronic communication, it does not really focus on the
additional human factors that could also influence how a receiver decodes their message. Factors such as language or cultural
differences could apply here and are separate to the “noise” that might exist in the communication channel. These are all important
factors that you will need to consider, so please make sure you watch the separate video on this course all about barriers to
communication.

TASK 1
Directions: Identify at least four points of criticism on the Shannon-Weaver model of communication and explain each one of them.

THE TRANSACTIONAL MODEL OF COMMUNICATION

On the other hand, communication as a two-way process is exemplified by the transactional model of communication. In this
model, the messages, information, or ideas are sent and received at the same time. Hence, the sender and the receiver become
active during the process, and both serve as communicators.

The transactional model is the most general communication model. Everyday conversation and interactions are also forms of
transactional model communication. It is more effective for communicators who have a comparable environment and individual
characteristics.

The medium employed in the transactional model influences the efficiency and reliability of the communicated message. For
example, a person may not process the same message in a similar manner when it is sent over the phone compared to when it is
face to face. It is due to a probable message loss on a phone conversation or a lack of gestures.
TASK 2
Directions: Identify at least five situations wherein the transactional model of communication can take place. Identify the elements
of communication (context, sender-receiver, message, channel, and barrier). Write your answers on your yellow paper following the
format provided below.
Context Sender-Receiver Message Channel Barriers
Example: School School-officials, There should be a tuition fee increase to Conference Noise, culture,
Administration- parents, students upgrade school facilities and to fund student- prejudices, past
parent-student teacher academic research, student leadership experiences,
conference on tuition development, professional learning for language use
fee increase teachers, and community extension activities.

COMMUNICATION ETHICS
Effective communicators observe ethics. This means that they deal with values, righteousness, and behavior appropriate for human
communication particularly in a multicultural situation. Below are some of the ethical considerations.
✔ Uphold Integrity. Be truthful with your opinion and be accurate with your judgment.

✔ Respect diversity of perspective and privacy. Show compassion and consideration with beliefs, status, affiliations, and privacy
of others.
✔ Observe freedom of expression effectively. Be careful of what and how you say your words depending on the type of people
you are communicating with.
✔ Promote access to communication. Give others an opportunity to express what they feel and think about the message being
communicated.
✔ Be open-minded. Accept that others have different views or opinions, which may conflict with yours. So, listen and process the
views of other people, and learn how to reconcile their opinions with your own.
✔ Develop your sense of accountability. Acknowledge responsibility for all your actions, good or bad.

Guidelines for effective communication

✔ Be clear with your purpose

✔ Support your message with facts

✔ Be concise

✔ Provide specific information on your feedback

✔ Adjust to the needs, interests, values, and beliefs or your audience

✔ Observe communication ethics

✔ Be your natural self and appear very confident

TASK 3
Directions: Write T on the space on the left of the statement if the it is true and F if it is false. Do this on your yellow paper.
1. A competent communicator knows how to overcome the barriers to communication.
 2. Communication is an on-gong process.
3. Communication is unintentional.
4. Communication may not be possible in some situations.
5. Context is a crucial component of communication.
6. Efficient reading is required in decoding a message effectively.
7. Feedback can be verbal or non-verbal.
8. In order to be a good source, one has to deliver a clear message to his/her receiver.
9. Noise affects the communication process.
10. People communicate to meet their needs.

TASK 4
Directions:
1. Screenshot or write down a conversation you recently had with a friend or a family member.
2. On a clean sheet of paper, write a one-page narrative report on your observations focusing on the following questions:
A. What is the context of communication?
B. Who is/are the sources?
C. What is the message?
D. What is the channel?
E. Who is/are the receivers?
F. Did the sender-receiver decode the message effectively?
G. What can you say about the feedback from the sender-receiver?
H. What are the barriers?
I. How did the sender-receiver address the barriers?
J. Is the communication one-way or two-way? Why do you say so?
K. Are the communicators ethical? Why do you say so? What are the considerations?
L. Overall, what can you say about the communication process that took place between/among the communicators? Why
do you say so?

References:
Barrot, J. S., Sipacio, P. J. F. (2018). Purposive communication in the 21st century. C & E Publishing.
Barnlund, D. C. (2008). A transactional model of communication. In. C. D. Mortensen (Eds.), Communication theory (2nd Ed), pp. 47–
57. New Brunswick, New Jersey: Transaction.
https://courses.lumenlearning.com/atdcoursereview-speechcomm-1/chapter/defining-communication/
https://courses.lumenlearning.com/sanjacinto-publicspeakingprinciples/chapter/models-of-communication/
https://www.communicationtheory.org/shannon-and-weaver-model-of-communication/
https://www.stockton.ac.uk/media/3546/the-shannon-weaver-model-of-communication-theory-script.pdf
Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. Urbana: University of Illinois Press.

Prepared by:
Alyssa Nicole
Purposive Communication Instructor
Prince of Peace College, Inc.
2021-2022