Tracing the history of communication, we would go back to the prehistoric times when

the form of basic sounds and utterances already existed before the different characters
for writing were developed. Although these earliest forms of oral communication were
used, it was also evident that symbols such as cave drawings, cave paintings, and
boulder arts, and non-verbal forms of communication like hand signals and body
stances were utilized to relay messages or thoughts.
Communication during the early times was not as fast and sophisticated as
communication at present but the basic principle of making oneself clear when sending
a message to a receiver remains. The receiver should be able to understand the
message delivered for him or her to be able to react or answer appropriately. Be it in
verbal or non-verbal form, skills for communication should be developed for a
successful communication flow to happen. This is the reason why we have to
understand the processes and principles involved in communication.
The word “communication” has been defined and redefined by different theorists
according to the influence they have.
For the purpose of this course, we will use the simplest way of defining what
communication is.
“communication”
 came from the Latin word comunicare, meaning to share or to make common.
 the exchange of ideas from one person to another.
 the aim is to express or send a thought or message to a single person, a small
group, a big audience, or the mass.
 is a vital element in varied disciplines because of its richness in scope and extent
of application.

he way you handle communication plays a significant role in determining how you
will interact with other members of the society. Since communication is used in
initiating, maintaining, and terminating relationships; influencing and persuading
others; airing concerns, fears, desires, questions, and answers; and managing and
resolving personal, national, and international issues, the survival of mankind
depends on how effective and efficient inner and interpersonal communication is.

Take a look at the definition of communication according to theorists:

 According to Schramm, it is a tool that makes societies possible and distinguishes
humans from other societies.
 According to Berelson and Steiner, the transmission of information, ideas, and
emotions skills through the use of symbols, words, pictures, figures, and graphs.
  According to Rogers, it is the process of transmitting ideas, information, and
attitudes from the source to a receiver for the purpose of influencing the intent.
 According to Kar, all planned or unplanned processes through which one person
influences the behavior of others.

PROXEMICS would tell us that we tend to have a closer gravity pull to people we are
comfortable within a personal or intimate manner.
The principle of proxemics would also alter our body language and facial expression.
We tend to have an open body stance and movement when we are comfortable with
the person we communicate with.
This goes the same with our facial expression.
Communication is also a continuing process.
It is a cycle and it will continue until both parties decide to stop.

Communication may be formal or informal depending on the situation the

communicators are in and the environment where they are at present.
Most part of the communication process is done in a non-verbal manner and only a
few percent of the process is done in a verbal manner.
Communication can also be personal or impersonal depending on the relationship of
the sender to the receiver.
All these natures of communication will be discussed in the new modules.

What are the factors involved when you communicate with somebody?
In communication, there are factors that we need to consider before we start
delivering our message to our receiver.
First, we need to identify the content to be covered.
a. Are we going to give instructions to the person or group?
Before you engage yourself in communication, you should have a clear picture
of the content your message will cover.
If you are going to give instructions, you must have the step by step directions
on how to do something.
b. Are we surprising them with good news?
If you want to surprise them with good news, then you have to choose words
that would elicit surprise and excitement.
 c. Do we plan to share ideas?
d. Are we going to evaluate something with them?
If you want to evaluate something with them, you need to make clear the
criteria both of you will be using during the evaluation.

Second, we need to know the communication climate.

Having a clear picture of the content of your message is not enough to ensure a
successful communication flow.
You also need to consider the communication climate because it will affect the way
you’d communicate.
There are two kinds of communication climate: the positive and the negative.

2 kinds of communication climate:

Positive and Negative

 In a positive communication climate, you would find it easier to express your

thoughts or feelings, solve problems, and come up with good decisions.

 In a negative communication climate, there is tension and uneasiness.

After identifying the content of the message to be covered and the communication
climate, you must now learn how to tune in to the other person.
Tuning in means finding out how the other person processes and stores the
information that he/she receives.

How to tune in to the other person?

Before you can tune in to the other person, you need to know the three sensory
process types.

Three Sensory Process Types

1. Visual.
  retain a good picture of the message in their mind.
 can vividly recall and describe things by the way they look like.
 store pictures.

2. Auditory.
 learn through listening.
 store sounds.
 depend on speaking as their way of learning.

3. Kinesthetic.
 store touch sensations.
 organize and make sense of information through either tactile or kinesthetic.

To be able to identify what kind or sensory process a person uses, one should learn
how to listen and observe.
People consciously or unconsciously tend to beam out their sensory process types.

For example, a visual learner may use virtually oriented terms and say
“Let me tell you how the marketing strategy looks like to me.”
“Do you see what I mean?”
“Was he able to get the picture?”
“The students need a clearer vision of the plan.”

An auditory learner may say

“This is what his suggestion sounds like to me”.
“The word rings a bell.”
“Is she hearing what I mean?”
“To maintain good production, the workers need to have more harmony in this
factory.”
“They are not in tune to this.”
 A kinesthetic learner, on the other hand, may say
“Here’s what it feels like to me.”
“Were they able to grasp my message?”
“I am facing a rough situation.”
“He is dealing with a heavy burden.”
“What happened was a weighty issue.”

According to studies, people don’t use the same sensory words, but they do tend to us
one sensory process about 70% of the time.

The Communication Process

When you were in your senior high school, you were introduced to the basic process of
communication.
Maybe some of you were surprised upon learning how communication works.
This is because nobody really taught us the process of communication.
When we started attending school, we were trained to respect and listen to the
teachers and memorize the lessons.
Nobody told us what is happening when the teacher Is delivering lessons in class or
when someone speaks to us.
Our teachers from elementary to high school will tell us to listen not explaining why it
is important for us to listen.
Communication became an innate part of our being that only few percent of the
human population question the process involved when we interact with each other.

The simplest process of communication involves:

a sender
a message
a channel
a receiver
a feedback
1. Sender (Source) -conceptualizes an idea in his mind before he is able to formulate
and organize the message he will send.
2. Message -is the final concept of the idea formulated by the sender. After being able
to finalize his message, he encodes it in an understandable language or symbol for the
receiver. This encoded message is now sent via a channel.
3. Channel -known as sound waves. It is the means by which a message is sent. From
the sender, sound waves will transport the message to the receiver.
4. Receiver -a person whom the sender is communicating with and the one who
receives the message.
5. Feedback -message sent by the receiver in response to the message he received.
When this happens, the receiver now plays the role of the sender and the sender vice
versa. The cycle of communication will continue one of the parties stops.

To understand better, look at the illustration below:

The Communication Process

Now that we have understood how communication works, let us try to know how we
can be good at the part we are to play in the communication process.

Sender
As the initiator in the communication process, you need to be clear about the message
you would like to send. If the idea in your mind is not clear, there is a big chance that
the receiver will not be able to understand the message and the communication
process will fail.
Also, you need to realize that if you are communicating with more than one person,
your message will be interpreted in different ways because each receiver is unique.
Their perspectives, culture, experiences, and opinions may not be the same.
So, before sending your message, you can vividly visualize it first and know why you
wanted to communicate this to your receiver. Then be clear about the expectations
that you have from your receiver/s.
Encoding
After making sure that you already have a vivid picture of your message, you need to
encode this in an understandable format or presentation for your receiver/s. No matter
how vivid the message is in your mind, it will be useless if your receiver/s will not be
able to understand it because you encoded it in a format or presentation alien to them.

What do you need to do to make sure that your format or presentation is not alien to
your receiver/s? Simple: know your audience. In a dyadic form of communication, it
sometimes helps if you let the other person do most of the speaking first. You can get
hints about the person’s personality while listening to him. This way, it will be easier
for you to communicate your ideas. In a small group, public, or mass communication,
it is best to research or ask who your audience are before you send a message.

Channel
Having the correct format or presentation, you are now ready to choose a channel.
The channel is the particular technique or method that you are going to use to
transmit your message. The type of technique or method that you choose may either
positively or negatively affect the communication process.
Channels include written communications, printed communications like bill boards or
posters, telephone calls, any forms of advertisement, newspapers, magazines, video
conferences, radio and television broadcasting, text messages, emails, messenger and
other social media. Each of these unique channels of communication has benefits and
drawbacks so you must be able to choose the correct channel for your message.

Receiver
If you are the receiver, this is the stage where you decrypt or interpret the message.
You need to be equipped with proper communication skills to decode the message
sent to you. Without the appropriate skills, the communication cycle will fail.
What skills do you need to decode the message? As the receiver, you need to listen
attentively, read comprehensively, and be able to interpret pictures correctly.
CONCLUSION
Knowing how you can pay your part in the communication process in an effective way
can be an assurance that the communication process will flow smoothly. There is just
one thing though. Always remember to listen and be sensitive to the feedbacks or
practice, it does not mean doing the same thing over and over again. What practice
means in this context is learning from your mistakes and developing your
communication skills form those mistakes.
You should always remember that an effective communicator is not one that speaks
well but one who has a vivid picture of his message, knows when to send the
message, is aware to whom should he speak with, can distinguish what channel to use
in communicating his message, and is sensitive to feedbacks.

Elements of Communication
When asked to say something to somebody or deliver a speech in front of an
audience, did you have a hard time trying to compose your speech because you have
a problem putting words together to develop the message you would like to send?
When your teacher asked you to summarize a story in front of the class, did you find it
hard to organize your thoughts?
When you need to write a letter explaining why you were absent, did it take you a long
time to start writing the first paragraph?
 Lexical Component
When using verbal or lexical communication you should try to choose words carefully
in your advantage to be able to make the right impression. The use of right words is
very significant in enhancing your message or in making yourself be understood. This
is the reason why it is important that you understand the lexical component of
communication.
The lexical or verbal component of communication refers to the word or chain of
words used to create meaning.
Common types of lexical components are words, parts of words, phrasal
verbs, collocations, idioms, and sentence frames.

1. Words
- are unique meaningful component of speech.
Words may be used alone or with others to form a sentence.
Examples:
woman
animals
plants
flying
collec

2. Parts of Words
- denote a single letter, a prefix, or a suffix added to words.
 Examples:
s in animals
un in untold
er in speaker
ence in difference
ly in timely
3. Phrasal Verbs
- are verbs followed by a preposition or an adverb.
Examples:
point out (to direct attention to something)
The teacher pointed out the glitch in their programming.

fill out (to complete a form)

Please do not forget to fill out the evaluation form.

pass away (to die)

He passed away last year.

clamp down on (to strictly prevent something)

The barangay officials decided to clamp down on the side walk vendors.

4. Collocations
- are pair or group of words that are habitually used together that they sound correct
together.
Examples:
major problem (a big problem)
His absence created a major problem.

strong coffee(coffee with a strong - or strong caffeine)

Espresso is an example of a strong coffee.
 heavy drinker (somebody who consumes more than recommended)
My father is a heavy drinker.

keep in mind (to remember something or someone)

Always keep in mind.

5. Idioms
- are combination of words whose collective meaning is not predictable from those of
the individual words.
Meanings created are usually understood by native speakers of the language.
Examples:
once in a blue moon (very seldom)
This special event happens once in a blue moon.

back to the drawing board (to start all over again)

The pitching was not successful so we are back to the drawing board.
6. Sentence frames
- are group of words that provide a structure or a skeleton for a complete sentence.
Examples:
Acknowledging ideas
My idea is similar to/related to Jungkook’s idea.

Predicting
I hypothesized that ___________________.

Paraphrasing
So you are saying that ________________.
 Holding the floor
As I was saying _____________________.

Non-lexical Component
From the previous lessons, you have learned the importance of the non-lexical
component of communication. Understanding the proper use of non-lexical/ non-verbal
communication is an advantage for you as a communicator.

The non-lexical or non-verbal component of communication refers to the delivering of

messages without the use of words.
It includes the following:
Body Language
Proxemics
Paralanguage
Presuppositions
Cultural and environmental conditions

1. BODY LANGUAGE
Body language is a kind of non-lexical communication where ideas or messages
are expressed using your body.
It includes gestures, facial expressions, eye contact, and body stance.
a. Gestures are most usually hand or head movements that indicate a particular
meaning or support a particular idea so you can better persuade your audience.
Examples:
The “okay sign”
You can do this by joining your thumb and forefinger in a circle. The remaining fingers
should be straight.
Generally, we understand this gesture to mean everything is fine or what you did was
good. But this gesture has different meanings in some countries. In Iran, Brazil, and
Europe, this gesture is considered obscene or an insult especially if the three
remaining fingers are separated.

The “nod”
You can do this by tilting your head up and down.
Generally, this gesture is an expression of approval but in Bulgaria, when the head is
shaken quickly it means that the person doing it is asking you to move on along with
the topic.

b. Facial expressions are executed using the facial muscles.

Even without uttering a word, you can transmit your thoughts to others via facial
expressions.
It is usually used to show emotions such as anger, surprise, contempt, etc.

There are four techniques in managing facial expressions:

1. Intensify.
This technique is used when you want to show strong emotions.
Usually an exaggerated facial muscle movement is used in this technique.
Example:
A real estate agent closing a deal might smile broadly with raised eyebrows.
She intensifies her facial expression to show her strong emotion – happiness.

2. De-intensify.
This technique is used when you want to control your feelings because someone might
get hurt or you don’t want people to notice how you really feel.
Example:
 An employee who was promoted might smile less or look less happy if he finds out
that his colleague was demoted.
He is de-intensifying his feelings.

3. Neutralize.
This technique is used when you don't want to show any feelings while talking to
somebody.
Example:
An employee is being reprimanded because the project did not turn out well.
This employee may neutralize his expression by not showing any facial expression at
all.

4. Mask.
This technique is used when we want to convince somebody to do something for us;
or when we wanted to ask a favor from that person;
or when we do not want to hurt the feelings of that person.
Example:
A sales person is negotiating a sponsorship for an event.
He might look absorbed and very keen while listening to the person he is talking with,
but with deep inside, he is not that interested in the product.

c. Eye contact means looking directly at your audience’s eyes.

Making eye contact while conversing with a person or speaking in front of the
audience is important because it shows that you are interested in knowing who your
audiences are and how they react to what you are saying.
Respect can be gained by making eye contact with your audience.
A lack of eye contact may mean that you are not comfortable with your audience or
you are not sincere.
 d. Body stance or how you sit or stand in front of a person or an audience can relay
information about your personality traits.
Studying your body and how you stand and move is very important.
A slouch or incorrect body balance may either irritate your audience or cause them to
focus on your body position instead your speech.
Examples:
Standing with hands on hips may mean that the person is ready or the person is
being aggressive.
Standing with arms across his chest may mean that the person is being
defensive.
Standing with hands clasped behind the back may mean that the person is angry
or frustrated.
Sitting with hands clasped behind the head and the legs crossed may mean
confidence or showing superiority.
Looking down with face turned away may mean disbelief.

2. PROXEMICS
Proxemics, as coined by Hall, refers to the study of people’s use of space as a special
elaboration of culture.
In non-lexical communication, it refers to the nearness or closeness of a person to his
audience.
It is how you, as a speaker, use space when you communicate.
There are four proxemics zones according to Hall (1966):
1. the intimate zone (0”-1.5’),
2. the personal zone (1.5’-4’);
3. the social zone (4’-12’);
4. the public zone (12’-infinity).
Each zone defines and identifies the person or audience you communicate with.
 Consciously or unconsciously, you create a personal space when you interact or
communicate with people.
According to Burgoon (1978), personal space is “invisible, variable volume of space
surrounding an individual that defines that individual’s preferred distance from others.”

3. PARALANGUAGE
Paralanguage is a kind of non-lexical component of communication that you normally
use every day, sometimes consciously and other times unconsciously.
It alters meaning and reflects your impression of the person you are talking with.
It also gives a hint on the role and experiences you had with that person.

There are three groups of paralanguages:

1. Vocal characterizers include the vocal aspect of the following actions:
yawning, groaning, whispering, sucking, snoring, yelling, laughing, smiling, crying,
moaning, sneezing, sighing, and hiccups.
Examples:
*When you see that most of your audience are yawning, it may mean that they are
bored or uninterested.
*Whispering to your friend while somebody is speaking may mean that you are giving
a negative comment about the speaker.

2. Vocal qualifiers include tone, tempo, rhythm, pitch, volume, intensity, and extent.
Examples:
*Speaking fast in a high pitch may mean that you are being defensive or you are lying.
*Speaking in a sing-song beat may mean that you are nervous.
 3. Vocal segregates include sounds like “uh-uh”, “mmm”, “uh”, and even silent
pauses.
Examples:
“uh-uh” may mean disapproval.
“mmm” may mean you do not totally believe what the speaker said.

4. PRESUPPOSITIONS
Presupposition is an assumption, or something you believe is implied in an utterance.
The assumption happens even without confirmation.
A presupposition must be naturally known or assumed by the speaker and the
addressee for the utterance to considered appropriate in context and for
communication to be successful.

Why do we have presuppositions?

Presuppositions are linguistic shorthand.
When you use them, you lessen the words you say.
There is no need to explain every detail the meaning of what you are communicating.
If there are no presuppositions, every idea you try to communicate will be lengthy and
it would entail a lot of time to communicate something.
Examples:
Elna no longer enjoys dancing.
Presupposition: Elna once enjoyed dancing.

Lovely regrets buying Rhegin’s car.

Presupposition: Rhegin sold her car to Lovely.

5. CULTURAL AND ENVIRONMENTAL CONDITIONS

Culture, as defined by Merriam Webster, refers to the beliefs, customs, arts, etc., of a
particular society, group, place, or time.
 Since each nation or group has a unique set of cultural traits, these may affect
communication between people from different countries.
Environmental conditions, as an aspect of non-verbal communication, refer to the
strength of the influence of various factors in a particular place or time.
Environment may communicate non-verbal messages to a person.
And how this person interprets the messages may affect how he would act.

If the cultural and environmental conditions communicate codes that the receiver can
understand, then the receiver can easily adjust or adapt. But if the receiver cannot
decode the message sent by the cultural and environmental conditions, then the
receiver will not be able to understand, therefore, he cannot adjust or adapt.

CONCLUSION
From the start of the chapter, we have reiterated how important non-lexical
communication is.
This component of communication is more noticed than the lexical component.
The verbal or lexical part of communication is just a small part of the communication
flow.
Therefore, you should not limit your development to only the lexical or verbal
component of communication.
Types of Communication
1. Intrapersonal Communication
-is the type of communication we use when we talk to or communicate with ourselves.
The phrase "talk to or communicate with ourselves" might bewilder you. How do we
talk to ourselves? Let us understand by reading the situation below.

Zeke was busy doing his research when suddenly he felt this uncomfortable feeling
in his stomach. When he tried touching his tummy, he heard a groan-like sound. He
then put aside his research work, went to the kitchen, and made a sandwich. After
eating the sandwich, he felt that his stomach was okay so he went on with his
research work.
Now, let us try to understand what happened to Zeke. When Zeke felt something in his
stomach and heard a groan-like sound from it, it means that his stomach was trying to
send him a message. This was sent to a channel, which was Zeke's brain. realizing
what the message is, Zeke made himself a sandwich. Zeke, as the receiver, reacted to
the message sent to him. Zeke communicated in an intrapersonal level.

In our everyday life, we consciously or unconsciously do intrapersonal communication.

We process symbolic messages internally and act as both the sender and the receiver
of these messages.

The list below shows examples of intrapersonal communication.

1. Preparing ourselves before facing an audience.
2. Speaking loudly to remind ourselves of something, repeat what we just heard, or
to console ourselves.
3. Daydreaming
4. Making body movements while thinking
5. Deciding on something
6. Understanding communication between body parts
7. Making sense of non-verbal communication or written communication
8. Critiquing a speaker or a work of art
9. Writing our thoughts

2. Interpersonal Communication
-is the type of communication we do when we talk with another person or a group of
people.
-involves both verbal and non-verbal communication channels.
-establishes how personal to impersonal our relationship is with the receiver/s.
Different forms of interpersonal communication:
a. Dyadic Communication – occurs when two people communicate face to face. Topics
of communication may range from common ideas, views, standards, to questions of
existence and death. Usually, a person creates an impact on the other person during
dyadic communication. In this form of interpersonal communication, the sender is the
one who initiates the conversation and encodes the message. The message will pass
through a channel called sound waves. Upon receiving and understanding the
message, the receiver will give his feedback or reaction. This time, he becomes the
sender and the sender becomes the receiver. The exchange of roles as sender-receiver
will continue until they decide to end the conversation.

b. Small group communication – occurs when three or more individuals, connected with
mutual objectives, purpose, or identity, are communicating. The maximum number of
people in a small group is not specific or cannot be set. As long as the purpose or goal
of a group is met and nobody from the group gets disconnected, it is considered a
small group. The maximum number of people in a small group is not specific or cannot
be set. As long as the purpose or goal of the group is met and nobody from the group
gets disconnected, it is considered a small group. It may be proper to say that if a
group reaches more than 18 members, it would be difficult to engage in a smooth flow
of communication and there is a possibility that some members will feel disconnected.

Since you, as a human being, are practically a social being, you are part of more than
one small group and you have experienced small group communication more than
once.
Examples:
o Immediate family
o Immediate relatives
o School mates
o Friends (neighborhood, local, abroad, social media networks, etc.)
o Organizations (school, community, church, hobby or shared interest)
c. Public communication – the type of communication that occurs when a person
delivers a speech in a public setting.
– The speech delivered has a preset intention that usually affects the audience.
– The sender in this level of communication is the speaker. He prepares the speech
according to the topic given to him or the topic he chooses to share. We will be
presenting more discussions on preparing and delivering a speech when we discuss
persuasive communication. The channels of communication can be similar or
exaggerated as those used in interpersonal communication. The receivers are the
audience. Although the audience cannot directly interact with the speaker, their non-
lexical reactions to the speech are considered feedbacks.

Reasons why a speaker would deliver a speech in public:

o To entertain – to have the audience appreciate the event.
o To inform – to aid the audience to grasp and remember what it is you are
presenting.
 o To persuade – to convince the audience to believe the things you are presenting.

3. Mass Communication
-is also called the “one is to many” type of communication.
-it uses the media as its medium to communicate to mass audiences.
Mediums for mass communication can be classified into two: old media and new media
1. Old media – include books, newspapers, magazines, and other forms of printed
media, radio, television, and film
2. New media – include computer and its technologies

Using television as a medium, let us analyze the process of communication under this
level. We start with the news anchor as the sender of the message which is the news
report. The message passes through a transmitter and is received by the viewers via
the television set. Feedback is indirect at this level of communication.
Barriers to Effective Communication
At this point, you have already understood what communication is, its nature,
elements, and the processes and principles involved. Can we say now that you are
ready to be an effective communicator? No, not yet.
Knowing what to say, to whom to say it, when to say it, and how to say it not all that
we need to know to assure us of a smooth flow of communication. As an effective
communicator, you should also be aware of the barriers of effective communication.
The common barriers to effective communication are:
1. The use of jargon. Using technical words that your audience will have a hard time
understanding won’t make you an effective communicator. Jargon or unfamiliar words
can only be your advantage if you will use it to the proper audience.
Jargon: refers to the specialized language of a professional or occupational group.
While this language is often useful or necessary for those within the group, it is usually
meaningless to outsiders.

2. Emotional factors. As a good communicator, you should learn how to control your
emotions. Your audience knows nothing about what is going on inside you until you let
them. Emotional factors also include not being comfortable talking about certain topics
like politics, religion, sexuality, and sex, or disabilities.
 3. Entertaining the distractions. Distractions are always there. They come in different
forms; most of which seem so natural that you do not consider them distractions but a
natural phenomenon. As a good communicator, you must learn to sift happenings in
your life to decipher distractions.

4. Differences in perspectives. As unique individuals, we do have differences in

perspectives, but these differences should not be a reason why you won’t be able to
send or receive messages effectively.
Physical disabilities such as hearing problems or speech difficulties. For people with
disabilities, it will take a lot of determination to overcome this barrier. The first thing
that they should learn is the acceptance of their current situation. Then and only then,
would they be able to discover ways to be effective even if they have disabilities.

Physical barriers to non-verbal communication

If you do not pay attention to your receiver, you would most likely, not see the non-
verbal cues he is sending. If you are using technology like mobile phones, the
possibility of not receiving the message is larger.
1. Language differences. Before you send a message, make sure you know that you
are speaking the same language as your receiver. Besides the difference in
language, unfamiliar accents could also post difficulty in understanding the
message.
2. Expectations and prejudices. As a good communicator, you should learn to
control your prejudices because these may lead to wrong assumptions or
stereotyping.
3. Cultural differences. Each culture is unique but there are ways to bridge the
differences so that you can understand each other. Be sensitive and observe the
hints given by your receiver.
A good and effective communicator is always aware of the possible barriers present in
the communication process. Offering feedback to correct or prevent these barriers is a
big help for the communication flow to prosper.
Communication Ethics

You have learned how important it is to consider all the elements involved in the process of
communication.
In this chapter, you will deal with the importance of communication ethics in your future field
practice.
As communication is critical to the success of any organization, it is important that you, as a member
of that group, should learn how to play your part correctly to ensure the success of the organization.

Communication in an organization includes all forms of communicating from your informal

conversations with the security guard to your formal meetings with your boss.
No matter who you are communicating with, it is important that you clearly get your messages across
using proper ethics.

Ethics (defined philosophically)

– the right behavior that a person demonstrates in a given situation.
In the workplace environment, ethics would refer to proper decorum and corporate social
responsibility.
This decorum and social responsibility are not limited to how they behave when they interact with
people but also includes how they communicate with others.

Communication Ethics
– refers to how a person’s values influence the conduct of his interaction with another person or a
group of people.
Maintaining patience in weighing speaking and listening during an interaction; evaluating how much
criticism or praise to give a person, and applying appropriate emotional appeal are important things
to consider.
When communication is used to determine a person or cause social immorality, you are committing
unethical communication.
Committing unethical communication in the workplace would be detrimental not only to your career
goals but also to your personal life.

Collating common principles and fundamentals of communication ethics from different fields, here is
a list you may use as a guide.
1. Convey your point without hurting the feelings of the audience.
2. Meet the audience halfway.
3. Do not conceal critical information.
4. Adhere to the ethical rules of the company or organization.
5. Maintain integrity by always being honest and accurate when delivering facts.
6. Be responsible for your thoughts. Not all thoughts ought to be spoken.
 7. Participate in the decision-making of the organization or company.
8. Widen your understanding of the different cultural backgrounds of people around you.
9. Believe in freedom of expression and use it rightly.
10. Show respect to the one speaking.
11. Do not allow your bias and prejudice to influence how you see and hear people.
12. Learn how to persuade and not coerce.
13. Express your personal convictions to pursue justice.
14. Share your opinions and feelings without disrespecting the privacy and confidentiality of others.
15. Learn to accept responsibility for the effects of your communication behavior.
16. Always make it a goal to learn from your interactions with people.
17. Do not speak for others. Speak for yourself.
18. Avoid always pushing your point.
19. Listen. Listen. Listen.

What is Globalization?
The term “globalization” is very complex to define because different scholars and institutions view it
differently.
Nonetheless, the basic concept of globalization is the expansion and integration of the cultural,
political, economic, and technological domains of countries.
This reflects that the world is borderless, and the countries are interconnected and interdependent.

Globalization
– (business dictionary) is the worldwide movement toward economic, financial, trade, and
communications integration.
This movement resulted in the formation of the global village.

Global Village
– is the shrinking of the world into a village by electronic technology and the speedy movement of
information to different places.
(described by McLuhan)

Brief Discussion on the Meaning of Globalization:

Globalization is the word used to describe the growing interdependence of the world’s economies,
cultures, and populations, brought about by cross-border trade in goods and services, technology,
and flows of investment, people, and information. Countries have built economic partnerships to
facilitate these movements over many centuries.

Who was Marshall McLuhan?

A noted philosopher and media theorist, Marshall McLuhan was born in Canada in 1911, studying at
multiple universities in his home country before becoming a lecturer at the University of Toronto.
His prediction of a global village, (more on that in a bit), in the early 1960s, which first appears in his
book The Gutenberg Galaxy, drew scorn from his contemporaries at the time.
It wasn't until the internet was first introduced in 1989, nine years after his death, that people
remembered McLuhan's theories and showed renewed interest in his ideas.

The most prominent of McLuhan's predictions was that of a global village, that would connect all
people, everywhere, thanks to technology.

McLuhan's belief was that the world was entering a fourth ''age'' he called the electronic age, where
people everywhere would be able to find and experience the same information through technological
tools.
His studies on trends in technology, and how human communication was affected, helped him
develop his hypotheses about the future, and how innovations such as the coming internet, (he didn't
yet know its name, of course), would impact individuals and culture.

In business, hospitality, information technology, engineering, medical, and other forms of industry,
the global village would have something to do with:
interactions relating to the exchange of goods,
use of transportation for business,

development of technology to support the expanding transactions,

integration of investments, and

flow of international trade.

Companies envision enriching their international influence to cope up with the rapid changes brought
by globalization.
Expatriates are hired and workforces become heterogeneous.

Communication and Globalization

In communication, globalization would mean:

1. the increase in the social connectedness or the expansion of one’s social community and the
mutual reliance or dependence of peoples and nations
2. the evolution of a language that could be understood by most countries

3. the development of global communication skills or the ability to send messages across cultures
through the four macro skills (e.g. speaking, listening, reading, and writing) and the use of non-
verbal communication.

Developing one's global communication skills can lead to cultural diversity.

Cultural Diversity
– refers to people from different cultures or nations respecting each other’s differences.
This respect of differences is a result of their understanding of the cultural differences they have;
how people process communication; the way other people speak; and how these people see and
understand the world around them.

For supplementary ideas, please read the passage below and draft what concept you gain from
the text on the box provided at the bottom.

The Impact of Globalization on Communication & Education

As technology advances, the world is both getting larger and smaller. Today we are able to
communicate with people across the globe at the touch of a button. While globalization, or
communication between nations beyond their borders, is an old concept, with the onset of new
technology globalization, is impacting the ways we communicate and learn in fascinating ways. We
are expanding our understanding of fellowship and as we become more connected, we are
deepening our educational experiences. The rise in the use of the internet in particular has been
 incredibly instrumental in improving the ways in which we connect with one another.
Because of technologies like the internet, we have the opportunity to view diverse perspectives
that were outside of our scope before. We are able to fully connect with someone who is
thousands of miles away in real-time and the effects are profound. Take two children taking an
online math course together; a child from Texas and a child from Japan for example. These two
students are able to share not only the content of the math class but their cultural perspectives as
well. This additional component is no small detail. That kind of exchange opens up your sense of
what parts of the world are accessible to you, which in turn lays the foundation for an evolved
worldview.
Another wonderful benefit of globalization is that the world becomes more accessible and equitable
in general. Search engines, E-books, online courses, and other virtual education give more people
the ability to learn about subjects that used to require a certain level of income or social
positioning. Information isn’t as restricted and it allows us the opportunity not only to receive
information but to enter into academic spaces and contribute. Globalization creates a space for
ideas to transcend borders and social strata.
When you combine access to new perspectives with access to previously highly safeguarded
materials, what you get is the opportunity to create brand new worlds. When you can see the
world through new eyes, you have the opportunity to innovate and really develop new educational
opportunities, rethink how and why we communicate and create new systems to do both. We are
able to create a more equitable world when we are all able to come to the proverbial table and
share ideas.

Communicating in a Multi-cultural Setting

With the emergence of a global society, the academic and professional
environments have become multicultural.
That means you coexist with people from diverse or different cultural
backgrounds, beliefs, religion, gender, nationalities, religion, and
ethnicity.

Your verbal communication is always accompanied by non-verbal cues such as

gestures, facial expressions, and other body movements that add to what you are
saying in different ways. For example, it is very normal for Americans to shake
hands as a form of greetings but not for the Japanese who bow when they greet
each other. Another is “nodding” to mean “yes” in some nationalities like Indians
and Latin Americans, but in other countries like Syria, Turkey, and Greece
“nodding” means “no”.

Indeed, when you communicate in a multicultural context, it is essential for you to

learn, acknowledge, and understand the various communication and behavioral
pattern present in other cultures locally and globally.
 THE DEVELOPMENTAL MODEL OF CULTURAL SENSITIVITY

What is intercultural communication?

- is the sharing of meanings with and receiving and interpreting ideas from people
whose cultural background is different from yours.

In an intercultural society, you grow and learn from one another.

Discovering and learning new patterns present in each other’s culture and observing
the similarities and differences in the use of non-verbal communication may be an
interesting idea.
A deep understanding of each other’s culture can also lead to earning the respect of
the members of the society.

What are the variations of intercultural communication?

Samovar and Porter (2001) enumerated some of the variations of intercultural

communication as follows:
1. Interracial communication
2. Inter-ethnic communication
3. International communication
4. Intra-cultural communication
 Let us try to understand them better:
1. Interracial communication
– is the interaction among people of different races.

Examples:
a. A tourist guide conducting a tour for a group of people with different nationalities

b. An owner of an international company having a teleconference with his managers

from different countries

2. Inter-ethnic communication
– is the interaction between people who have different ethnic groups.

Examples:
a. An international correspondent interviewing the Ifugao ethnic group for a
television documentary.

b. A group of social workers educating the members of the tribes from Baguio about
the benefits that the government allotted to them.

3. International communication
– is the interaction between persons representing different political structures.

Examples:
a. The president of a parliamentary government meeting the president of a democratic
government.

b. The Prime Minister of South Korea talking to the president of the Philippines.

4. Intra-cultural communication
– is the interaction that includes all forms of communication among members of the
same racial, ethnic, and subculture groups.

Examples:
a. The head of the Manobo tribe meeting his constituents

b. People of the same religion (Catholics) greeting the Pope

Additional Inputs
General Guidelines for Communicating in a Multicultural Context
Avoid asking inappropriate or personal questions

Avoid stereotyping or generalizing certain groups. Keep an open mind and be flexible.

Avoid using jargons, clichés, highfalutin terms, technical terms, acronyms, and gender-
biased language.

Be sensitive, polite, tactful, and respectful at all times particularly in relation to cultural
practices, attitudes, and beliefs. Learn and understand the value of diversity.

Develop intercultural communication skills.

Eliminate gender-biased words or sexist language particularly in writing. Refer to the

ways on how to avoid gender-biased language listed in the succeeding section.
 In case you do not get the message conveyed by the person you are communicating
with, request him/her to repeat the message or simplify it.

Learn and observe physical distance or space in dealing with other people. In some
cultures, shaking hands and hugging may not be appropriate.
Listen attentively when others are speaking.

Observe patience in listening to other people’s ideas, which may not be the same as
yours.

Pay attention to your non-verbal communication. Learn non-verbal cues of other

cultures.

Respect a person’s rights to confidentiality and privacy.

Show consideration.

Speak gently and politely; never shout to be understood.

Stay calm, cool, and composed when you make a mistake or feel embarrassed by
others. Culturally, others do not mean to embarrass you.

Make positive interpretations of the actions and words of other people.

When you feel strange or uncomfortable about something being communicated by

other people, request them to clarify their meanings and intentions before you express
your emotions and ideas.

CONCLUSION

Communication in multicultural setting concentrates on the dynamics of

 communication across cultures.
It explores not only what happens when people of two different cultures meet, but
also what happens when people from a variety of cultures and ethnicities come
together in one organization, community or country.