PURPOSIVE COMMUNICATION

UNIT I - Module 1:
Communication Process and Principles
Ethics in Communication

Start It Right…
Read the Learning Outcomes of this Module.

At the end of the learning engagement, you should be able to:

1. explain the meaning of communication and some models of communication,
2. compare and contrast verbal and nonverbal communication,
3. identify and differentiate various levels or contexts of communication,
4. discuss the value and principles of communication,
5. explain the key concepts of ethical communication,
6. participate in activities to enhance communicative competence, and
7. appreciate the value of understanding the process of communication.

Hook up and Share…

Cryptogram. The following cryptogram is a quote with the name of the author.
Bend your brain and solve the puzzle. Some of the letters have been filled in to give
you a head start. Have fun!

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 Watch and Buzz…
Use the Internet to watch the following video titled ―The Speech Communication
Process | Communication Studies‖ by Eric Robertson at https://www.youtube.
com/watch?v=KRna4thAHkE. Then, write a summary of the content of the video.

Summary

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Show and Tell…

A. Reacting to the Text. Read the article written by contributing writer to The New
Yorker, Robin Wright. (Source: The New Yorker Newsletter at https://www.
newyorker.com/news/our-columnists/coping-camaraderie-and-human-evolution-amid-
the-coronavirus-crisis) Then, answer the questions that follow.

Finding Connection and Resilience during the Coronavirus Pandemic

By Robin Wright March 12, 2020

Across the globe, a coronavirus culture is emerging, spontaneously and creatively, to deal with public
fear, restrictions on daily life, and the tedious isolation of quarantine. ―This is a bad science-fiction movie
that is real,‖ Agustín Fuentes, an evolutionary anthropologist at the University of Notre Dame, told me, in
a late-night discussion this week, about how covid-19 may alter the human journey. He envisions a
profound evolutionary process to insure the survival of the species as pandemics become more
common. It’s already visible.

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―What is so important to humanity is connection. The kind of quarantines—in New York and Seattle, and
what will happen in thousands of other places in the United States—will require people to connect in
other ways,‖ he said. ―One of the amazing things about the human species—once harmless critters not
much more than monkeys running around—is that, over time, we have become very creative. We’ve
adapted to survive. That’s what people will rely on now—coming up with incredibly imaginative ways to
find connections even when they’re not in the same physical space together.‖

In these early days of the global pandemic, human creativity has centered largely on simple forms of
relief and release. In China, the epicenter of the covid-19 outbreak and a nation where almost eight
hundred million people have experienced some form of lockdown, night clubs that were forced to shut
their doors have turned to virtual ―cloud clubbing.‖ Viewers can watch d.j. sets on streaming platforms
and send in messages to be read live, to create the illusion that they are connected. The new reality
show ―Home Karaoke Station‖ features famous singers taking requests, engaging with viewers, and
performing—from self-quarantine in their own homes. Shuttered gyms have offered workout classes
online or via the popular WeChat social-messaging app. Other Chinese people on WeChat created a
group looking for love under lockdown. In one of the twenty-plus mass-quarantine centers in Wuhan, the
megacity where this coronavirus first emerged, women have turned to karaoke to lift the spirits of
sequestered groups. At night, echoes of ―Wuhan Jiayou‖—or ―Stay Strong Wuhan‖—have been heard as
Chinese shout encouragement at each other from their windows.

In Iran, another of the covid-19 ―red zones,‖ doctors and nurses—individually and in groups—have
participated in a coronavirus dance challenge, posting videos of themselves dancing to lively music in
hazmat suits. Other medical staff in quarantine serenaded each other or brought instruments to perform
for sequestered patients. A third-grade teacher in Khuzestan Province improvised to keep her classes
going online after schools were closed nationwide. Stuck at home, she used the side of her refrigerator
as a whiteboard. With a blue marker, she wrote out the rules, with diagrams, to explain how to calculate
the area of squares, rectangles, and triangles. A photo of her lesson went viral on Twitter.

Over time, the impact of the novel coronavirus may be so sweeping that it alters human rituals and
behaviors that have evolved over millennia. ―This could change everything from the way we conduct our
economy to our greeting and grieving rituals,‖ Fuentes said. ―We’ve had plenty of things thrown up at us
before, although this is on an unprecedented scale.‖

One of the keys to stemming the Ebola epidemic in West Africa, between 2013 and 2016, was changing
long-standing traditions about dealing with the dead, including touching a corpse before burial. In just
one case, in 2014, twenty-eight people became ill with Ebola from the three-day funeral of a prominent
pharmacist in Sierra Leone; eight later died. ―The Ebola virus causes a horrific death. You bleed all your
fluids out,‖ Terrence Deacon, a professor of biological anthropology at the University of California,
Berkeley, told me. ―The worst thing you can do with Ebola is to touch the dead, because their bodies are
filled with virus-filled fluids. People had to go in with guns to prevent families from interacting with their
dead.‖ Behavior changed; the epidemic eased.

Traditions develop because they fit the ecology and biology of the times—and get passed on because
the people who do them are better off. The evolution of rituals has already begun in small ways—not
congregating, not travelling, or attending meetings virtually. Around the world, many people have
stopped shaking hands, a tradition that originated as a sign of trust but is now the most common way of
transmitting the disease.

―We’re such a social species that it’s hard not to touch each other,‖ Deacon said. ―So much of our
communication is about touch. We don’t have conventions about how to behave under circumstances
like these. We’ll develop new cultural habits, new tricks, new mnemonics to get by. We’re already
experimenting.‖ After the coronavirus outbreak, he attended a workshop of his peers at Stanford. ―People
were bowing or touching elbows. We didn’t know what to do,‖ he said. ―But we knew we had to avoid
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shaking hands.‖

I asked Deacon if he thought covid-19 would mark the end of the handshake. ―It could be,‖ he replied.
―Behaviors are driven by the context. Shaking hands is about trust. If that behavior passes on a deadly
virus, then it affects our trust markers.‖

Last week, Sylvie Briand, the director of the Department of Pandemic and Epidemic diseases at the
World Health Organization, tweeted a cartoon of ―handshake alternatives,‖ captioned ―the elbow,‖ the
―Thai wai‖ bow with hands together in front, and a sort of queenly wave. ―We need to adapt to this new
disease,‖ Briand wrote. In China, the so-called Wuhan shake—a kind of foot-shake, tapping shoes
together—emerged initially in jest but soon in seriousness. At the ceremonial opening of a bridge in
Tehran last month, the mayor and the provincial governor traded fist-bump gestures, coming close but
not touching their hands.

In Europe, adaptations to covid-19 even crept into Fashion Week last month. Giorgio Armani cancelled
his show at Milan Fashion Week, and instead débuted his winter collection from an empty theatre to an
online audience. Even with no viewers, he opted to wear a face mask. At Paris Fashion Week, models
for Marine Serre strode the catwalk in outfits with matching masks. Women in the front row of Dries Van
Noten’s show were photographed wearing their own masks. In Croatia, the designer Zoran Aragović, of
the BiteMyStyle brand, created mask accessories in bright colors inspired by comic books, Pop art, and
Disney characters. They’re more fashion accessories than medical protection.

The need to adapt almost certainly will not end with a vaccine for covid-19. ―The Darwinian story here is
that we are in environments where these viruses mutate. The common cold is a coronavirus that keeps
mutating. Viruses are evolution in action—on steroids,‖ Deacon said. In the twenty-first century, changes
in the pattern of human existence—from global commerce and travel to climate change—could produce
viruses that breed faster and move farther.

But Darwinian evolution is not necessarily all bad, Samuel Paul Veissière, an evolutionary anthropologist
and the co-director of the Culture, Mind and Brain Program at McGill University, told me. Quarantines
date to Neolithic times—and the transition from hunter-gathering to sedentary agricultural life—when
zoonotic pathogens transferred from animals to humans produced infectious diseases and early
epidemics. Communities eventually developed immunities to local diseases, but not to others nearby.
―It’s quite possible that we evolved into being fearful of diseases and of strangers,‖ he said. For millennia,
people have been overly attentive to potential threats, because ―our psychological bias makes us
assume that there are pathogens in other humans.‖

At the same time, however, humans tend to be an altruistic and cooperative species when it comes to
survival. ―One of the wonderful things that happen is that people cooperate when there’s a natural
disaster,‖ Veissière said. ―That’s how we evolved in harsh conditions.‖ The one caveat, he cautioned, is
that modern societies, particularly in the West, are not as used to such sweeping bodily or mortal threats
in the twenty-first century. The 9/11 attacks were such a shock to Americans because they had not
experienced such an epic challenge to their physical or national survival since the Civil War or the attack
on Pearl Harbor. ―There’s been an erosion of resilience in over-safe societies. We’re not as used to
threats anymore,‖ Veissière said. There are also dangers the pandemic ―will harness the dark
psychological biases that increase social competition,‖ he said. So the process of adapting to covid-19 is
just beginning. This turning point in human evolution still has much more to come.

Answer the following questions:

1. According to Wright, even when we’re not in the same physical space together we have become very
creative in connecting amid the Covid 19 pandemic. How are imaginative ways of connecting exhibited in
the following parts of the globe?
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In China, __________________________________________________________________________
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In Iran, ____________________________________________________________________________
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In West Africa, ______________________________________________________________________
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2. One of the ways we communicate or connect with others is through handshake. Do you agree with
Deacon that Covid 19 could mark the end of the handshake (a trust marker)? In what way can this “end”
contribute negative impact on the way we communicate?

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3. “One of the wonderful things that happen is that people cooperate when there’s a natural disaster,”
said Veissière. Are these words of Veissière true in the Philippines or at least in your own community
during the Covid 19 pandemic? Explain by sharing your own experiences and/or observations.
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B. Quick Response. Choose an Online Learning Partner (OLP) and discuss with him/her the following
questions. Then fill the Question and Answer table below. Use short but complete sentences. Present
your output in class. Indicate here your OLP: ______________________________________________

Question Answer
1. What do you understand
about communication?

2. Is communication static or
does it involve a process? Why?

3. What happens during

communication?

4. Can you communicate with

yourself? How?

5. How many people does it take

to really communicate? Why?

6. In what ways can you

communicate with others?

7. Is it easier to communicate
verbally or nonverbally? Why?

C. Responding to Image. In the following picture, you see various kinds of ―handshake, hug and high
five alternatives‖. Study the picture. Based on the message in the picture, write a reflection essay of 50 –
75 words about your communication habits/practices. Share your output with class.

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My Reflection Essay

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D. Communication Contexts. Fill the table with necessary information about various communication
contexts. Use online resources and other reference materials.

Communication Context Characteristics/Descriptions Examples (at least 2)

Intrapersonal
Communication

Interpersonal
Communication

Group Communication

Public Communication

Mass Communication

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 Plug in and Chat…
Interactive Lecture. Participate in the discussion of the key concepts about
communication process and principles and ethics in communication.

THE COMMUNICATION PROCESS AND PRINCIPLES

What is Communication?
By Jesus Perry L. Caudilla
Communication can be defined as a process by which information, meanings and feelings are
shared by persons through a common system of verbal and nonverbal symbols, signs or behavior.
As a process, communication is characterized as:
1. Dynamic – Communication is the ability of exchanging thoughts and experiences in a meaningful
way by taking in, processing, and responding to another person; it constantly deals with change because
human perception can change over time.
2. Continuous – Communication is an ongoing exchange of meaning-sharing behaviors
between/among individuals who operate within a frame of experience; it does not have a beginning, an end, or
a fixed sequence of events.
3. Adaptive – Communication adjusts to the changes that occur in its physical and psychological
environment.
4. Systemic – Communication involves components that are interrelated and interacting in a cyclic
order.
5. Transactional – Communication is transformational where every component is changing. Every
communication is a unique combination of people, messages and events; it consists of unending sharing
(transmission and reception) of messages between/among people on some occasion.
A. Forms or Contexts of Communication
1. Intrapersonal Communication is talking to oneself (self-talk) through internal vocalization or
reflective thinking due to some internal or external stimulus. In other words, this type of communication
takes place within the individual. For example, you may talk to yourself about what you want to drink
because of the internal stimulus of thirst, or you may think about a car accident you have witnessed. In
contrast with other forms of communication, intrapersonal communication takes place only inside a
person’s head.

2. Interpersonal Communication is a form of communication wherein individuals are engaged

actively in the overt and covert transmission and reception of messages.
a. Dyadic Communication is a two-person communication such as telephone conversation, job
interview and doctor-patient conversation.
b. Small Group Communication ideally consists of three to six persons such as committee
meeting, buzz session and brainstorming activity.
3. Public Communication is conveying information to a large audience. It is more sender-focused than
intrapersonal and interpersonal forms of communication.
a. Speaker – Audience Communication is talking to a large number of people who are gathered
for some occasion. The speaker centers the communication event on the audience. He analyzes the
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audience to determine the content, language usage and listener expectations. Effective communication
occurs because the speaker can tailor messages to the needs of the listeners.

b. Mass Communication is the ―process whereby media organizations produce and transmit
messages to large publics and the process by which those messages are sought, used, understood, and
influenced by audience‖ (Littlejohn and Foss, 2011).
B. Models of Communication
The following material is based on the book Communication in the Real World: An Introduction to
Communication Studies published by University of Minnesota Libraries Publishing (2016) and licensed
under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
(https://creativecommons.org/licenses/ by/4.0/). The book discussed three models of communication:
transmission, interaction and transaction.
1. Transmission Model considers communication as a one-directional exchange in which the
message is purposely conveyed by a speaker to a listener (Ellis & McClintock, 1990). This model centers
on the sender and information present in a communication environment. Despite the inclusion of the
receiver in this communication model, this function is regarded merely as target or destination and not a
part of a continuous exchange of meanings. Therefore, communication is considered simply as source
and destination of messages.

2. Interaction Model describes communication as a process in which communicators change roles

as sender and receiver and produce meaning by exchanging messages within their own environment
and experiences (Schramm, 1997). Rather than illustrating communication as a linear, unidirectional
method, the interaction model incorporates feedback that makes communication significantly
collaborative, two-way method. Feedback is conveyed as a response to received messages. From this
standpoint, communication can be described as producing exchanges of meanings within physical and
behavioral settings.

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 3. Transaction Model explains communication as a way of creating realities based on our social,
relational and cultural backgrounds. This model shows that communication is not a mere exchange of
experiences. It rather shows that we intend to build relationships, create intercultural understanding, form
our self-identity, and interact with others to engender societies. In other words, transactional
communication aims towards creating experiences instead of merely talking about them. It considers
communication as an amalgam of our constant engagements with other people in order to not only
construct experiences but modify them as well.

Social context can be described as the declared rules or undeclared norms that guide
communication. As we get integrated with different communities, we become acquainted with rules and
indirectly get along the norms for sharing experiences. Some common rules that influence social
contexts include don’t lie to people, don’t interrupt people, don’t pass people in line, greet people when
they greet you, thank people when they pay you a compliment, and so on. These rules are often overtly
taught to children or students by their parents or teachers. Rules may be stated over and over, and there
may be punishment for not following them.
Relational context involves our erstwhile socializations and type of association we have forged with
other people. We communicate differently with someone we just met versus someone we’ve known for a
long time. First time encounters with individuals are inclined to be dictated by established rules and
norms; however, once we have a strong relational context, we tend to disregard or alter social norms and
rules more easily.
Cultural context consists of an individual's self-concept and self-perception in relation to nationality,
ethnicity, religion, social class, race, gender and sexual orientation. We have not just one but multiple
identities that influence our communication. Our awareness of these identities adversely impact the way
we interact with others, especially when we feel inferior to other cultures. Similarly, people with identities
that are dominant or in the majority - who think highly of their culture - show more confidence in the way
they communicate with others particularly those that have been historically oppressed and downgraded.

C. Verbal and Nonverbal Communication

Verbal communication can be defined as the exchange of ideas that occurs through words.
This can be both written and oral.
 Verbal communication allows individuals to exchange ideas, opinions, values and
suggestions, and creates an atmosphere where an individual can connect with another.
 Verbal communication may take place face-to-face or through some media such as the
telephone.
 When a person engages in a conversation with a friend, this is verbal communication
because it allows them to use words to communicate with each other. Through letters,
various documents, memos, text messages, and bills, people communicate with others.
Both situations exemplify verbal communication in oral and written form, respectively.
 Since words are man’s primary symbols, verbal communication creates a condition where
transferring information becomes very clear.

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 Nonverbal communication is wordless exchange of information, thoughts, feelings, etc. between
or among individuals.
 People communicate a lot nonverbally through intonation and stress, gross bodily movements
such as gestures and facial expressions, material things such as hair style and jewelry, and
touching, kissing and hugging.
 These nonverbal elements give deeper meaning and intention to words.
 Nonverbal signals can give clues and additional information and meaning over and above verbal
communication.
 Nonverbal signals are more vulnerable to misunderstanding.
 It includes the following types:
(1) Paralanguage (Vocalics) refers to vocal qualities that go along with verbal message, such as
pitch, volume, rate, vocal quality, and verbal fillers (Andersen, 1999).
(2) Action Language (Kinesics) refers to gross bodily movements such as walking and eating. It
consists of (a) gesture, (b) facial expression, (c) eye contact and (d) posture.
(3) Sign Language consists of body movements that are used as substitute for letters, words,
numbers, phrases and even sentences.
(4) Object Language (Objectics) refers to the intentional or unintentional display of material
things such as the clothes you wear, hair style, the decoration of a room, jewelry, implements,
machines, the human body, etc.
(5) Tactile Language (Haptics) is communication by touch such as a kiss or a tap on
the back. It is the most elementary mode of communication and the first an
infant experiences.
(6) Space/Distance (Proxemics) expresses certain types of messages. In America, there are
four primary distance zones: (a) intimate, (b) personal, (c) social and (d) public distance.
(7) Time (Chronemics) refers to man’s use of time in sending certain types of messages. Time
as a form of nonverbal communication can be best explained by the concept of punctuality,
willingness to wait and interactions.
(8) Silence is the lack of audible sound, or the presence of sounds of very low intensity. It can be
best explained by the statement ―What is not said is as important as or even more important
than what is said.‖ Sometimes silence can communicate better than any words.
Combining Verbal and Non-Verbal Cues
Both verbal and nonverbal communications are part of the complete interaction process and, in
practice, are inseparable. A combination of verbal and non-verbal signals is a good style to effectively
convey information, thoughts and feelings. Smiling, laughing, and using a friendly tone of voice while
saying, "That is so funny," lets your listener know that you really do think the situation is funny. However,
making the same statement while using an unfriendly tone of voice accompanied by no smile, clearly lets
your listener know that you do not, in fact, find the situation humorous. Another example that shows
successful integration of verbal and nonverbal communication is using your finger to point to the direction
you are describing.
D. Principles that Guide Understanding of Communication
1. Communication is transactional; it consists of interrelated components that influence one another,
thus communication becomes a dynamic process.
2. Communication has content and relational dimensions. The content dimension involves the ideas
being openly talked about, while the relational dimension expresses your behavior towards the other
person.
3. Communication can be intentional or unintentional because all words and actions have meanings
and communicative use.
4. Communication is irreversible; to "unreceive" a message is unlikely, as words and actions, once
said or done, cannot be unsaid or undone.
5. Communication is unrepeatable because the same words and actions have different meanings
when used or expressed at different times and on diverse occasions.
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ETHICS IN COMMUNICATION
Key Principles of Ethical Communication
By Jackielou E. Cansancio
Understanding the importance of communication can bring you great benefits in terms of your
personal, academic, professional and civic life. Increasing your knowledge about communication can
result in satisfying your needs. You can learn communication. Rules and norms can influence the way
you communicate. Because communication has ethical implications, it is imperative to adhere to the
standards of ethical communication.
Ethical Communication
Etymologically, the word ethics comes from the Greek term ethos which can pertain to customs and
habits. As a branch of knowledge, ethics deals with a structure of moral principles. Ethics guides an
individual’s behavior – his words and actions – and the way he or she communicates with others.
Ethics is defined as a code of moral standards of conduct for what is ―good‖ and ―right‖ as opposed to
what is ―bad‖ and ―wrong‖. It deals with values with human conduct, with respect to the rightness and
wrongness of certain actions and to the goodness and badness of the motives and ends of such actions.
Communication is ethical when it is utilized to enhance the way people interact with one another to
improve society’s moral life. On the other hand, communication is unethical when it is used to damage
human relations or encourage societal decadence. Some common examples of unethical communication
are inappropriate jokes, coercive, threatening and intimidating statements, misleading words, lying,
meddling with something overheard, telephone tapping, betraying or backstabbing somebody, and
spreading fake news.
Communication ethics varies by culture and context and involves the negotiation of and reflection on
our actions regarding what we think is right and wrong or good and bad.
Ethical Standards of Communication
1. Truthfulness and honesty mean refraining from lying, cheating, stealing and deception.
2. Integrity means maintaining a consistency of belief and action.
3. Fairness means achieving the right balance of interest without regard to one’s own feelings and
without showing favor to any side in a conflict.
4. Respect means showing regard or consideration for others and their ideas, even if we don’t agree
with them.
5. Responsibility means being accountable for one’s actions and what one says.
Principles of Ethical Communication
According to Ruth Mayhew (2018), ethical communication has several guiding elements.
1. Fact-based messages should be communicated with honesty and accuracy. Ethics in
communication is shown by observing freedom of expression, accepting differences in opinion and
tolerating dissimilarities in beliefs and behaviors. Ethical communication should be direct and honest. It
should maintain tactfulness and discourage unpleasant remarks or confrontational behavior.
2. Resources and facts from which the message is generated should be accessible. For
example, if you are providing information about academic standing of students, you are ought to give
your audience the written output, performance output and major examination results.
3. Message should be made accessible. If you are conveying information to a diverse audience,
make certain that you give consideration to their communication preferences. They may have different
languages and listening styles, thus there is a need to deliver your message in view of this differences.
This way, your content reaches your whole audience.
4. Basic human needs should be given careful consideration. Communication is a basic human
need and should be used to satisfy other human needs. Ethical communication gives premium to the
need of people to connect with one another with high regard despite cultural diversity.
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 Clinch It Well…
Accomplish the assessment activity that follows. Then submit your output to your
instructor for evaluation and grading.

Name: ___________________________________ Section: _______ Date: _______ Score: ________

A. Watch the following video presentation entitled ―Communication Skills - How to Improve
Communication Skills - 7 Unique Tips!― at https://www.youtube.com/watch?v=mPRUNGGORDo.
Then write a summary and reaction of 50-75 words each based on the information presented in the
video.

Summary

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My Reaction

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B. “Mukha Mo!” Photo Gallery - Say it best with your Face. Take ten 1‖x1‖ pictures of your own face
that illustrate different emotions identified below. Paste up each picture in the appropriate box.

1. bored 2. excited 3. frightened 4. anxious 5. delighted

6. uninterested 7. surprised 8. disgusted 9. angry 10. sad

C. Let’s Stay Connected! Write short but substantial answers to the following questions.

1. Share one example of unethical communication that you have witnessed or experienced.
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2. Tell a situation in which you wished you could repeat communication.

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3. Tell a situation in which you wished you could reverse communication.

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4. What lessons have you learned from these two situations that you can apply in future communication?
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References

Cansancio, J. E. (2019). Key principles in ethical communication. Purposive Communication.

Mandaluyong City: Books Atbp. Publishing Corp.

Caudilla, J. P. L. (2019). What is communication? Purposive Communication. Mandaluyong City: Books

Atbp. Publishing Corp.

Ellis, R. & McClintock, A. (1990). You take my meaning: Theory into practice in human
communication. London: Edward Arnold Press, 71.

Improvement Pill. (2016, June 27). Communication skills - How to improve communication skills - 7
unique tips! Retrieved from https://www.youtube.com/watch?v=mPRUNGGORDo

Littlejohn, S. W. & Foss, K. A.(2011). Theories of human communication. 10th ed. Long Grove, Ill.:
Waveland, Print.

Mayhew, R. (2018). What are key principles of ethical communication? Retrieved from
https://bizfluent.com/info-8406730-key-principles-ethical-communication.html

Robertson, E. (2016, November 16). The speech communication process | Communication studies‖.
Retrieved from https://www.youtube.com/watch?v=KRna4thAHkE.

Schramm, W. (1997). The beginnings of communication study in America: A personal memoir. Newbury
Park, CA: Sage Publications.

University of Minnesota Libraries Publishing. (2016). Communication in the real world: An introduction to
communication studies. Retrieved from dinus.ac.id/repository/docs/ajar/Communication-in-
theReal-World-An-Introduction-to-Communication-Studies.pdf

Wright, R. (2020, March 12). Finding connection and resilience during the coronavirus pandemic.
Retrieved from https://www.newyorker.com/news/our-columnists/coping-camaraderie-and-
human-evolution-amid-the-coronavirus-crisis

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