Communication

Processes ,
Principles and Ethics

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

 Desired Learning Outcomes

At the end of the unit, the students must have:

• Described and explained the nature, processes and levels of
communication situations;
• Identify the different functions of communication.
• Constructed their own communication model.

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

 What is
Communication?
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
COMMUNICATION
− comes from the word “communis” which means establishing a commonality or
commonness between two or more participants

− “communis” or “commūnicāre which means ‘to share’ or ‘to participate’.

− the common field of experience
(CFE) may be language, interest, A A
intentions, need, etc.

JAMES NADINE
NATURE OF
COMMUNICATION
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
COMMUNICATION AS A PROCESS
• COMMUNICATION AS A INFORMATION
PROCESS CHANNEL
− two- way process by which ENCODING
information is exchanged between or
among individuals through a common UNDERSTANDING
system of symbols, signs and behavior.

− process by which a source sends a DECODING

message to a receiver thru some means FEEDBACK
to produce a response from the
receiver.
JAMES NADINE
STEPS IN THE COMMUNICATION PROCESS
The sender generates and conceptualizes the idea that
he/she wants to share.

The sender converts (encodes) the idea as a message by

using words, images, graphics, action, or a combination of
these.

The sender develops the message in written, oral, visual,

nonverbal, form.

The sender chooses the appropriate channel then transmits the

message. At this point, the sender often has to contend with a
variety of barriers that can block or distort the message.

The receiver gets the message by using sensory skills

(listening, feeling, smelling, hearing, seeing, viewing, etc.)

The receiver converts and interprets (decodes) the message

into meaningful thoughts based on the context.

The receiver responds to the message by crafting the

feedback.

The receiver sends the feedback to ensure that the real

meaning of the message is understood.
 NATURE OF COMMUNICATION
• PURPOSIVE
• INTERPERSONAL/INTRAPERSONAL
• CONTEXTUAL
• SYMBOLIC
• DYNAMIC
• EXTENSIVE & UBIQUITOUS
ELEMENTS OF
COMMUNICATION
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
CONTEXT
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
CONTEXT
− knowing where, when and under what
circumstances it occurred.
− circumstances surrounding a message

A. PHYSICAL CONTEXT
− Where and what particular objects are present (e.g.
furniture and the decors)
− We are affected by our surroundings and we
manipulate objects to suit our communication
needs
− Example: A circular seating pattern elicits more
discussion in a classroom that does a straight- row
arrangement
CONTEXT
B. SOCIAL CONTEXT
− combination of people, purposes, and places
interacting communicatively.
− People are distinguished from each other by
these factors- gender, age, occupation, power,
degree of intimacy, ethnicity and knowledge.
− Purposes or goals- a memorial service is not
the context for attacking a political opponent,
a “meet-the-candidates” night is.
− Places- some places are more conducive to
certain kinds of exchanges than the others.
CONTEXT
C. HISTORICAL CONTEXT
− every communication event has a history.
− our communication at any moment is always
affected by our previous experiences.
− every communication event adds to the
backdrop for future interactions.
CONTEXT
D. PSYCHOLOGICAL CONTEXT
− preconceived notions we bring into the
conversations- racial stereotypes,
reputations, biases and assumptions
CONTEXT
E. CULTURAL CONTEXT
− elements of communication may have different
meanings depending upon the culture or social
understanding within which the communication
is taking place.
− every society has their own rules in interpreting
communication signals- some rules govern how
we use our language, some our nonverbal
behavior
− customs, norms and traditions
− communication rules and expectations are
important during intercultural contact and cross-
cultural expectations
 SENDER

PARTICIPANTS P’PAYU! I NEED

TO TEEL YOU
SOMETHING!
RECEIVER

The main goal of communication is understanding WHAT IS IT

P’PAYU?
via interaction both on the part of the source and the I LIKE
receiver YOU!
I LIKE YOU
A. SENDER TOO!

− also called source, speaker and encoder

− starts the communication process given the fact that

he wants to transmit a message

B. RECEIVER

− is the recipient of the message who interprets it and in

turn responsible to give a feedback.
 PARTICIPANTS
The effectiveness of the communication depends on the
characteristics of both the sender and receiver:

 COMMUNICATION SKILLS
− thinking, writing, and speaking for encoding
− listening for decoding
 THINKING SKILLS
-How do our thinking skills affect the process?

-They affect our ability to analyze our own purposes and

intentions; our ability to express our ideas and feelings;
and our ability to encode and decode messages which
express what we intend
PARTICIPANTS
 WRITING SKILLS

• These skills determine our communication

fidelity- express ideas better if we have a wider
vocabulary and if know how to arrange our ideas
logically and creatively

 SPEAKING SKILLS

• How to pronounce words, gesture, and

interpret messages from listeners, and modify our
talk.
PARTICIPANTS
 KNOWLEDGE LEVEL
• We cannot communicate/understand
what we do not know/understand.

• What should we know/ understand?

o Knowledge about the receivers’ characteristics
o Ways by which the receiver treats messages
o Sources’ attitudes
o Channels that receivers want to choose
PARTICIPANTS
 ATTITUDE
• This refers to the person’s biases or predispositions
toward something or someone

• How do our attitudes affect communication? -

toward oneself; toward subject matter; and toward the
receiver

• Manner by which the source evaluates/ thinks of

himself affects the way he communicates

• Attitudes toward the subject matter come thru one’s

messages

• Attitudes toward the receiver affect the source’s

messages
MESSAGE
− the actual physical product of the source. In
oral communication, the speech is the
product, in written communication, the
writing is the message; in painting, the picture
is the message.

− there are three factors that affect the message:

the message code, content and treatment.

Message Code
 Message Content
 Message Treatment
MESSAGE
 MESSAGE CODE - Any group or symbols that can be structured in a way
that is meaningful to some persons. These symbols include the verbal and non
verbal symbols.
 Verbal Codes- messages using language or words
 ATTRIBUTES OF AN EFFECTIVE VOICE
 Audibility- loudness of the voice
 Pleasantness- free from nasality or hoarseness
 Correctness and Distinctness in Pronunciation
 Flexibility- variation in pitch, force, time and quality
MESSAGE
 Nonverbal Codes - wordless cues
TYPES OF NON-VERBAL COMMUNICATION
 Kinesics- communication via body movements
(Emblems: gestures; Illustrations: accompany speech;
affect displays: facial expressions; regulators: shaking &
nodding of head; adoptors: mannerisms)
 Proxemics- unconsciously structuring space to convey
meaning
 Haptics- the use of touch
 Oculesics- refers to eye movement
MESSAGE
 Olfactics- smell also conveys meaning
 Chronemics- the use of time
 Artifacts- dress and appearance and personal
adornments also communicate information
about a person.
 Paralanguage- This includes volume, pitch,
speaking rate and voice quality.
MESSAGE
 MESSAGE CONTENT. It is the material in the
message that was selected by the source to express
its purpose.

 MESSAGE TREATMENT. It refers to the

choice of the communicator on how he could
transmit the message.
CHANNEL
− there are three meanings for the word
communication channel in communication;
modes of encoding and decoding
messages, message vehicles, message
carriers.
− this include words, actions or mass media
channels such as print, broadcast,
audiovisual, electronic.
FEEDBACK
 FEEDBACK

− the receiver’s response to the information forwarded

by the source. There are two types: positive and
negative feedback.

 NOISE

− anything that interferes in the communication

process between the speaker and the audience. It may
take the form of internal
(physiological/psychological), external
(physical), and semantic noise.
MODELS OF
COMMUNICATION
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
MODELS OF COMMUNICATION
• Linear Model
• Circular Model
• Spiral Model
or
MODELS OF COMMUNICATION
• Model - It is a representation of reality, which is presented
in a diagram and shows relationships among elements
• Communication Model - depicts how a proponent
conceives or explains the communication process
LINEAR MODEL
− consists of the sender encoding a
message and channeling it to the
receiver in the presence of noise

− assumes that there is a clear-cut

beginning and end to communication

− display no feedback from the receiver

− examples are the Aristotle Model,

Shannon- Weaver Model, Lasswell and
Berlo Model
ARISTOTLE’S MODEL
- The Aristotle’s communication model is a speaker centered model as the speaker has
the most important role in it and is the only one active.
SHANNON WEAVER MODEL
LASWELL MODEL
CIRCULAR MODEL
− The sender channels a message to the receiver and the receiver then becomes the sender and
channels a message to the original sender adds the concept of feedback
SCHRAMM MODEL
- Encoding and decoding are two most important factors of an effective communication
without which information can never flow between two individuals.
SPIRAL MODEL
− the model is linear as well as circular combined and disagrees the concept of linearity and
circularity individually
− assumes sender and receiver to be interchangeable and makes communication process to be
two-way
− An example of which is the Dance Model of Communication
FUNCTIONS OF
COMMUNICATION
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
FUNCTIONS OF COMMUNICATION
• INFORMATIVE
• INSTRUCTIVE
• PERSUASIVE
• AESTHETIC
• THERAPEUTIC
• REGULATION/CONTROL
• SOCIAL INTERACTION
• MOTIVATION FUNCTION
INFORMATIVE FUNCTION
− When people share knowledge
about the world in which they
live, they are participating in
the process of informative
communication.
INSTRUCTIVE FUNCTION
− Those who are hierarchically
superior in the family, society,
organization initiate
communication. For the
purpose of informing their
subordinates or for the
purpose of telling them what to
do, how to do and when to do
things.
PERSUASIVE FUNCTION
− The communicative goal of
influencing the attitudes and/or
behavior of an addressee or
audience.
− One of the primary communicative
functions in both interpersonal
communication and mass
communication (e.g. in advertising
and political communication).
AESTHETIC FUNCTION
- A function of both
interpersonal and mass
communication in which the
sender seeks to please and
the receiver is expected to
enjoy.
THERAPEUTIC FUNCTION
- Communication is curative and
serves to maintain good health.
This function is an in-person and
even a social way of
communication technique
that provides exceptional physical
and emotional care, emotional
self-expression and comfort.
REGULATION/CONTROL
- People use communication to
maintain control over other people’s
attitude and behavior.
SOCIAL INTERACTION
Communication helps us start, maintain,
regulate, or even end relationships with
other people. We usually establish a
positive climate at home, in school, and
in the workplace by greeting the people
around us and by exchanging
pleasantries with them.
MOTIVATION
Motivation is persuading convincing
and creating consciously or
unconsciously in others the desire
or interest to achieve good things.
Motivation communication is
accomplished when a message is
designed to change other persons’
beliefs, behaviors, values and
attitudes.
LEVELS OF
COMMUNICATION
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
 LEVELS OF COMMUNICATION
• Intrapersonal Level
• Interpersonal Level
• Public Communication
• Mass Communication
• Organizational Communication
• Intercultural Communication
• Developmental Communication
INTRAPERSONAL COMMUNICATION
- communication that is expressed through self- talk

- stimuli are received either through the senses or from the thought itself, then they are sent to
the brain as electric signals for further processing.
INTERPERSONAL COMMUNICATION
- direct one-to-one communication between two or more persons.
PUBLIC COMMUNICATION
− communication occurs
between a speaker and
several listeners
− the speaker delivers the
message in a formal
setting, giving a topic that
is thematic.
− feedback from the
audience may be available
or not.
MASS COMMUNICATION
− communication that takes place
through a technology such as
the social network/internet,
television, radio and newspaper

− through these channels, the

message is replicated many
times, resulting to a multiplier
effect to the receivers
ORGANIZATIONAL COMMUNICATION
− communication within the
workplace between and among
members in order to carry out an
organization’s objectives and
purposes, defining goal-directed
behavior for efficiency and
effectiveness.
INTERCULTURAL COMMUNICATION
− communication that occurs in verbal
and nonverbal ways to promote the
understanding and goodwill
between and among cultural
communities/nations
DEVELOPMENTAL COMMUNICATION
− communication that occurs
between progressive nation and
developing societies of the world
in order to facilitate the total
development of individuals and
nations
PRINCIPLES OF
COMMUNICATION
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
 PRINCIPLES OF COMMUNICATION
• Communication can take place between people only to the extent
that they share similar experiences.
• The more similar the experiences they share, the wider is the CFE
bet. 2 individual, the greater is the likelihood that they communicate
effectively.
• If the CFE is narrow, then understanding or communication that
can take place is limited & may not be effective as expected.
 PRINCIPLES OF COMMUNICATION
• Know your audience • Be clear
• Be prepared • Be coherent
• Know your purpose • Be careful in judgment
• Be objective • Be creative
• Be complete • Be respectful to authority
• Be concise • Observe communication ethics
ETHICS OF
COMMUNICATION
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
MORALS VS. ETHICS
-A moral precept is an idea or opinion that’s driven by a desire to be good.
All human acts and interaction involve purposive communication. They are rooted in values and
morals, which vary depending on culture. Ethics is the study of values and morals of what is
right and wrong (Sage, 2009). It originates from what Aristotle called ethos, the communicator’s
good character and reputation for doing what is right.

Communication Ethics- system of moral principles that govern all forms of human interactions,
including the resulting behaviors in everyday life.
ETHICS OF COMMUNICATION
Three Key Elements of Ethical Communication (Sage, 2009)
1. The Ends- what one hopes to achieve during the communication
2. The Means- how one chooses to communicate
3. The Consequences- the “real-world” outcomes of communication
ETHICS OF COMMUNICATION
• Be honest
• Maintain personal integrity
• Be open-minded
• Stay committed
• Practice active listening
• Be respectful
• Be accountable
ETHICS OF COMMUNICATION
• Mutuality • Power
• Individual Dignity • Confidentiality
• Accuracy • Fake News
• Access to Information • Plagiarism
• Accountability • Offensive Messages
• Relative Truth
MUTUALITY
- Pay attention to the needs of others as well as yours
INDIVIDUAL DIGNITY
- Do not cause another person embarrassment or a loss of dignity
ACCURACY
-Ensure that others have
accurate information

- Tell them everything they

have a right and need to
know.
 ACCESS TO INFORMATION
- Never bolster the impact of your
communication by preventing
people from communicating with
one another or by hindering
access to the supporting
information
ACCOUNTABILITY
-Be responsible and accountable for the consequences of your communication
RELATIVE TRUTH
-As either sender or receiver of
information, remember that your
point of view may not be shared
by others and that your
conclusions are relative to your
perspective, so allow others to
respectfully disagree or see it
differently.
POWER
In situations where
you have more power
than others...
(eg. teacher to a student,
boss to subordinate,
parent to a child)
...you have more
responsibility for the
outcome
CONFIDENTIALITY
-Keeping of another
person or entity’s
information private
FAKE NEWS
-Deliberate disinformation
or hoaxes spread via
traditional print and
broadcast news media or
online social media.
PLAGIARISM
-The practice of taking else’s work or ideas and passing them off as one’s own
OFFENSIVE MESSAGES
- Some messages can come off as offensive because there are references to age,
gender, race, income level, background or educational level.
 THANK YOU SO MUCH
FOR LISTENING AND SEE
YOU ON CHAPTER 2!

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

BRETT BUNGCAYAO
bpbungcayao@mmsu.edu.ph

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

Get in Touch
With Us
Send us a message or
visit us
City of Batac, Ilocos Norte,
Philippines
(63) 77-600-0459
op@mmsu.edu.ph

Follow us for updates

facebook.com/MMSUofficial
www.mmsu.edu.ph