COMMUNICATION

LESSON 2-LESSON 4
SOURCE: BARADILLO, et al ( 2018)
What is your daily communication
activities?

talking listening

writing reading
◦Weber (2008) noted that 70% of a person’s
total waking time is spent in
communicating in some manner.

◦TALKING – 30 %
◦LISTENING - 45%
◦WRITING – 9%
◦READING – 16%
 Advantages of studying
Communication (Pearson,2003)
◦1. It can improve the way you see yourself.
◦2. It can improve the way others see you.
◦3. It can increase what you know about human
relationships.
◦4. It can teach you important life skills.
◦5. It can help you exercise your constitutionally
guaranteed freedom of speech.
 What is Communication?

Comes from Latin word COMMUNICARE which

means “ to make common” or ” to share”
1. It is the exchange of thoughts, feelings,
expressions and observations among people
who can transmit messages verbally or non-
verbally. It can be through spoken or written
words that can be done with gestures,
mannerisms and style (Dapat, et al, 2016).
2. It is the process by which meaning is
exchanged between individuals through a
common system of symbols, signs, or
behavior ( Pearson, 2003).
◦3. It is our ability to share who we are and
what we know with others( Liu, Volcic &
Gallios, 2019).
Communication Principles
◦1. Communication begins with the Self.
◦2. Communication involves Others.
◦3. Communication is Complicated.
◦4. Communication is Inevitable, Irreversible,
and Unrepeatable ( DeVito,1999).
Characteristics of Communication
( Liu, Volčič & Gallios, 2019)

◦1. DYNAMIC PROCESS

◦2. INTERACTIVE
◦3. SYMBOLIC
◦4. CONTEXTUAL
Values of communication
◦1. Personal
◦2. Relational
◦3. Cultural
◦4. Professional
ELEMENTS OF COMMUNICATION PROCESS
◦ 1. SENDER/ SPEAKER/ENCORDER/INITIATOR
◦2. RECEIVER/ LISTENER/DECODER
◦3. MESSAGE
◦4. CHANNEL( AURAL, PICTORIAL,VISUAL,VERBAL)
◦5. FEEDBACK ( FRAME OF REFERENCE)
◦6. INTERFERENCE/NOISE (INTERNAL, EXTERNAL,SEMANTIC)
◦7. SITUATION
◦8. CONTEXT
FACTORS AFFECTING COMMUNICATION PROCESS
◦1. PSYCHOLOGICAL
◦2. CULTURAL
◦3. PHYSICAL
◦4. SOCIAL
◦5. HISTORICAL
◦6. RELIGIOUS
WHAT ARE THE COMMUNICATION MODELS?
◦The communication model is a systematic
representation of the procedure that aids in
understanding the human communication process.
Models depict the process symbolically and
conceptually. They also help to simplify the complex
process of conversing and establish where and with
whom communication occurs. There are three
broad categories, including the linear, interactive
and transactional models of communication. Each
model offers a unique perspective on the process of
communicating.
◦ (source: https://uk.indeed.com/career-advice/career-development/the-communication-model
3 types of communication models
◦1. The linear model of communication
◦Linear communication involves conveying a
message without receiving any response from the
recipient. It's a one-way communication method
that can be useful for delivering a message to a
large group of individuals at once. This
communication model focuses more on the speaker
than on the receiver of information. Examples of
linear communication include written content, radio
and television.
◦SHANNON AND WEAVER MODEL ( Claude Shannon
& Warren Weaver,1949)
◦The five communication elements featured in
this model are the source, transmitter,
channel, decoder, noise and receiver. This
model focuses on telephone and radio cables
and proposes that there are static or
background sounds that may disrupt the
communication process. These disturbances
or noises refer to any factor that can hinder
effective communication between the sender
and receiver of a message.
◦BERLO'S MODEL ( David Berlo, 1960)
◦Berlo's model is an extension of the Shannon and
Weaver model. It explains the communication
process in four steps, including the source,
message, channel and receiver. The model
suggests that there are key factors that may
influence communication between two persons,
including the social system and cultural
background. Consequently, the elements
regulating the message the source sends also
affect how the recipient decodes the
information.
2. Interactive model of communication
◦Interactive communication occurs when everyone
in the conversation includes only the sender and a
receiver of a message. Contrary to the linear
model, the interactive model of communication
allows feedback. This means that when the sender
conveys information, the receiver can also respond
and share their opinions. An example is a telephone
conversation between two colleagues or the
exchange of emails within the work environment.
◦THE OSGOOD-SCHRAMM MODEL
◦ ( WILBUR SCHRAMM & CHARLES OSGOOD ,1954)
◦The Osgood-Schramm model is a circular model
that represents a reciprocal manner of
communication between a message's sender and
receiver. In this approach, the communication
circle fulfils three functions such as encoding,
decoding and interpreting. Both the sender and the
receiver encode and decode information at the
same time. This model encourages feedback from
the audience and exhibits good communication by
accounting for interpretation.
◦ THE WESTLEY AND MACLEAN MODEL ( BRUCE WESTLEY,1915-
1990 & MALCOLM MACLEAN,1913-2001)
◦Westley and MacLean emphasise a significant
relationship between environmental responses and
communication. According to the model,
communication starts when an individual receives
a message and responds based on their object of
orientation or physical surroundings. This implies
that several factors, such as experiences or cultural
diversity, can influence how an individual
communicates and responds to the message they
receive.
 3. Transactional model of communication
◦ The transactional communication model refers to the
continuous exchange of information that occurs between the
sender and the recipient at the same time. It presents
communication as a two-way, dynamic process within a
social, relational and cultural framework. The relational
environment describes a person's interpersonal history and the
type of relationship they possess with another person. In the
cultural context, many identification components, such as
ethnicity and values, define the flow of communication. At the
same time, the social context includes standards that regulate
the communication process.
◦Barnlund’s Model (DEAN BARNLUND, 1970)
◦According to Barnlund's transactional model
of communication, sending and receiving
messages are mutually exclusive. This model
suggests that the effectiveness of
communication is the responsibility of both the
sender and receiver. The model also indicates
that individuals communicate to form
intercultural relationships and build
communities.
◦Dance's Helical model (FRANK DANCE, 1967)
◦ Dance's model depicts communication as a dynamic,
non-linear, continuous and evolutionary process. The
model proposes how the communication process
continues to expand and evolve as individuals send
messages and receive feedback from one another. For
example, communication between two strangers
develops into a less formal dialogue as they interact
continuously. This measure signifies that previous
experiences and conduct can influence
communication flow. He emphasised the role of
disruptions and problems in communication.
FORMS OF COMMUNICATION
◦1. VERBAL
◦-using word thru spoken or written
communication
◦A. ORAL COMMUNICATION
◦Listening takes an important part.
Need to understand the other communicator
Types of conversation
◦ 1. DIALOGUE- COOPERATIVE; TWO-WAY CONVERSATION;TO
EXCHANGE INFORAMTION AND BUILD A RELATIONSHIP
◦ 2. DEBATE – COMPETITIVE; TWO-WAY CONVERSATION; TO
WIN AN ARGUMENT
◦ 3. DISCOURSE – COOPERATIVE ;ONE-WAY
CONVERSATION;TO DELIVER INFORMATION FROM THE
SPEAKER TO THE LISTENER
◦ 4. DIATRIBE – IS COMPETITIVE;ONE-WAY CONVERSATION; TO
EXPRESS EMOTION; BROWBEAT THOSE THAT DISAGREE, AND
OR INSPIRE THOSE THAT SHARE SAME PERSPECTIVE
Tips for effective communication
◦1. know your audience
◦2. know your topic
◦3. plan your presentation
◦4. be familiar with the venue
ELEMENTS OF VOCAL DELIVERY
◦1. PITCH – highness or lowness of voice
◦2. VOLUME – loudness or softness of voice
◦3. RATE -speed
◦4. PAUSE – temporary stop in vocal delivery
◦5. ANIMATION –liveliness of the voice
◦6. VOCAL VARIETY –proper pronunciation
◦7. VOCAL QUALITY –distinct characteristic of
one’s voice
B. WRITTEN COMMUNICATION
◦USES WRITTEN LANGUAGE
◦EFFECTIVENESS DEPENDS ON WRITING STYLE,
GRAMMAR,VOCABULARY, AND CLARITY
◦PEN & PAPER LETTERS AND DOCUMENTS,
ELECTRONIC DOCS, EMAILS, SMS OR TXT
MESSAGES, MEMOS, WRITTEN REPORTS AND
EVERY THING THAT IS TRANSMITTED USING WRITTEN
LANGUAGE
TIPS FOR EFFECTIVE WRITING
◦1.USE FAMILIAR WORDS
◦2. CHOOSE SHORT OVER LONG WORDS
◦3. USE TECHNICAL WORDS WITH CAUTION
◦4. SELECT WORDS WITH THE RIGHT STRENGTH AND
VIGOR
◦5. USE CONCRETE LANGUAGE
◦6. USE THE ACTIVE VOICE
◦7. AVOID OVERUSE OF CAMOUFLAGED VERBS
NON-VERBAL COMMUNICATION
◦Non-verbal communication refers to the
transmission of a message without the use of words.
◦According to the study of Mehrabian (1981) only 7%
of a receiver’s comprehension of message is based
on the sender’s actual words, 38% is based on
paralanguage ( the tone, pace and volume), and
55% is based on the non-verbal cues cues such as
body stance, tone of voice , and facial expression.
NON-VERBAL CUES
◦ 1. Facial Expressions
◦ 2. Eye Contact
◦ 3. Body language
◦ 4. Posture
◦ 5. Touch
◦ 6. Space (proxemics)
◦ 7. Appearance
◦ 8. Symbols
◦ 9. Aesthetic communication ( painting, dancing , etc)
OTHER FORMS OF COMMUNICATION
◦1. INTRAPERSONAL COMMUNICATIO
◦2. INTERPERSONAL COMMUNICATION
◦3. PUBLIC COMMUNICATION
◦4. VISUAL COMMUNICATION
◦5. MASS COMMUNICATION
◦6. COMPUTER-MEDIATED COMMUNICATION (the
use of an application computer to control multimedia
interactive and message-based communication)
VISUAL COMMUNICATION
◦REFERS TO THE USE OF ANY IMAGE TO
COMMUNICATE AN IDEA.
◦THRU PICTURES, GRAPHS, CHARTS, SIGNS AND
SYMBOLS
◦TO INFORM , EDUCATE, OR PERSUADE AN AUDIENCE
◦ALDOUS HUXLEY (blind) EXPLORED VISUAL COMM.
◦For him, seeing is the sum of sensing, selecting, and
perceiving.
Types of Visual communication
◦1. CAVE PAINTINGS – PRIMITVE FORM OF COMM
◦2. PETROGLYPHS – IMAGES CARVED ON ROCKS
◦3. GEOLYPHS – DRAWINGS OR DESIGNS ON THE
GROUND BY ARRANGING GRAVEL, STONES, OR
SOIL
◦4. PICTOGRAMS-IMAGES THAT REPRESENT
PHYSICAL OBJECTS
◦ 5. IDEOGRAMS- PICTURES THAT REPRESENT IDEAS
◦ 6. LOGOGRAM –A CHARACTER THAT REPRESETNS A WORD OR
MORPHEME
◦ 7. CUNEIFORMS - EMPLOYED SIGNS TO REPRESENT NUMBERS, THINGS,
WORDS, AND THE SOUND OF THE WORDS
◦ 8. HIEROGLYPHICS – CONTAINED A COMBINATION OF
LOGOGRAPHIC, ALPHABETIC, AND IDEOGRAPHIC ELEMENTS USED BY
THE ANCIENT EGYPTIANS

◦ THE STUDY OF SYMBOLS AND VISUAL COMMUNICATION IS CALLED

SEMIOTICS. WITH THE PURPOSE OF ANALYSING HOW PEOPLE MAKE
MEANINGOUT OF IMAGES AND SYMBOLS, AND HOW THEY ARE
INTERPRETED.
PERSPECTIVE IN ANALYSING VISUAL IMAGES
◦1. PERSONAL
◦2. HISTORICAL
◦3. TECHNICAL
◦4. ETHICAL
◦5. CULTURAL
◦6. CRITICAL
 Types of communication according
to MODE
◦ VERBAL - - NON-VERBAL
WORDS. - HAPPY DISPOSITION, HAND-SHAKE , ANY
FACIAL EXPRESSIONS, BODY MOVEMENTS, GESTURES

◦ - VISUAL – THIS TYPE USES VISULA TO CONVEY

INFORMATION OR MESSAGES
◦ - SIGNS, SYMBOLS, MAPS, GRAPHS,
◦ SOURCE ( Madrunio and Martin, 2018)
 types of communication according
to CONTEXT
◦ INTRAPERSONAL- TALKING TO ONESELF; SELF-STATEMENT
OR SELF-VERBALIZATION
◦ INTERPERSONAL – INTERACTIVE EXCHANGE BETWEEN
TWO OR MORE PEOPLE TO ESTABLISH OR DEEPEN
RELATIONSHIP WITH OTHER PEOPLE
◦ EXTENDED COMMUNICATION – involving the use of
electronic media like phone conferencing; SKYPE calls
◦ ORGANIZATIONAL COMMUNICATION – focuses on the
role that communication plays in organizational context
like in workplace
Organizational structures
 FORMAL STRUCTURE allows communication to take
place via designated channels of message flow
between positions in the organization IN 4
APPROACHES
1. DOWNWARD- superiors to subordinates
2. UPWARD – subordinates to superiors
3. HORIZONTAL- among people belonging to the same
level but coming from different departments
4. CROSSWISE – among people from different levels of
different departments
◦ INFORMAL – COMES FROM UNOFFICIAL CHANNELS OF
MESSAGE FLOW – KNOWN AS GRAPEVINE , MESSAGES
COMING FROM DIFFERENT LEVELS OF ORGANIZATION
ARE TRANSMITTED
◦ -THIS OCCURS DUE TO DISSATISFACTION OF SOME
EMPLOYEES ACCOMPANIED BY UNCERTAINTY ; MIGHT
LEAD TO GOSSIPS
◦ -ORIGINAL SOURCE MAY BE DIFFICULT TO DETERMINE
INTECULTURAL COMMUNICATION
COMMUNICATION BETWEEN AND AMONG PEOPLE
HAVING DIFFERENT LINGUISTICS, RELIGIOUS, ETHNIC,
SOCIAL AND PROFESSIONAL BACKGROUNDS
According to purpose and style
◦ FORMAL - EMPLOYS FORMAL LANGUAGE DELIVERED
ORALLY OR IN WRITTEM FORM – LECTURES, PUBLIC,
TALKS/SPEECHES, RESEARCH, PROJECT PROPOSALS
-TO INFORM, TO ENTERTAIN, TO PERSUADE
INFORMAL - DOES NOT EMPLOY FORMAL LANGUAGE. IT
INVOLVES PERSONAL AND ORDINARY COVNERSATIONS
WITH FRIENDS, FAMILY MEMBERS. THE MODE MAYBE ORAL
OR WRITTEN LIKE LETTERS, PERSONAL NOTES WITH THE
PURPOSE TO SOCIALIZED AND ENHANCE RELATIONSHIPS.