Reference No: KLL-FO-ACAD-000 | Effectivity Date: August 3, 2020 | Revisions No.

: 00

VISION
A center of human development committed to the pursuit of wisdom, truth,
justice, pride, dignity, and local/global competitiveness via a quality but
affordable education for all qualified clients.
MISSION
Establish and maintain an academic environment promoting the pursuit of
excellence and the total development of its students as human beings,
with fear of God and love of country and fellowmen.

GOALS
Kolehiyo ng Lungsod ng Lipa aims to:
1. foster the spiritual, intellectual, social, moral, and creative life of its client via affordable but quality tertiary education;
2. provide the clients with reach and substantial, relevant, wide range of academic disciplines, expose them to varied curricular and co-curricular
experiences which nurture and enhance their personal dedications and commitments to social, moral, cultural, and economic transformations.
3. work with the government and the community and the pursuit of achieving national developmental goals; and
4. develop deserving and qualified clients with different skills of life existence and prepare them for local and global competitiveness

MODULE
SECOND Semester, A.Y. 2023-2024
MIDTERM
MODULE 1

I. COURSE CODE/ TITLE: GEE 105: PURPOSIVE COMMUNICATION

II. SUBJECT MATTER:

TOPICS Time Frame

A. Nature and elements of Communication
1. Communication Processes and Models
2. Communication Principles and Ethics

III. COURSE OUTCOMES:

1. Discuss the nature and elements of communication
2. Develop a personal and comprehensive communication model in a corporate scenario
3. Present a skit integrating the communication ethics and principles

IV. ENGAGEMENT: Read and Analyze the following:

Lesson 1

NATURE OF COMMUNICATION

A. COMMUNICATION

They say, “Successful people know how to communicate for results. They know how to say what
they mean and get what they want without hurting the people they deal with.”

Communication can broadly be defined as exchange of ideas, messages and information between
two or more persons, through a medium, in a manner that the sender and the receiver understand the
message in the common sense that is, they develop common understanding of the message.

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 The word communication is derived from the Latin word ‘communicare’, which means to share,
impart, participate, exchange, and transmit or to make common. It emphasises on sharing common
information, ideas and messages. It is not merely issuing orders and instructions.

“Communication is the transfer of information from a sender to a receiver, with the information
being understood by the receiver”. — Koontz and Weihrich

“Communication is the art of developing and attaining understanding between people. It is the
process of exchanging information and feelings between two or more people and it is essential to effective
management.” — Terry and Franklin

“Communication is the sum of all things one person does when he wants to create understanding
in the mind of another. It is a bridge of meaning. It involves a systematic and continuous process of telling,
listening and understanding.” — Allen Louis

“Communication is the process by which people attempt to share meaning via the transmission of
symbolic messages.” — Stoner and Wankel

Communication as defined is a process by which information is exchanged between individuals

through a common system of symbols, signs, or behavior.

Purposive communication is a course that develops students’ communicative competence and

enhances their cultural and intercultural awareness through multimodal tasks that provide them
opportunities for communicating effectively and appropriately to a multicultural audience in a local or
global context. It equips students with tools for critical evaluation of a variety of texts and focuses on the
power of language and the impact of images to emphasize the importance of conveying messages
responsively. The knowledge, skills, and insights that students gain from this course may be used in their
other academic endeavors, their chosen disciplines and their future careers as they compose and produce
relevant oral, written, audio-visual and/or web-based output for various purposes.

ELEMENTS OF COMMUNICATION

1. Source / Sender- The source comes up

with an idea and sends a message in order
to share information with others. The
source could be one other person or a
group of people. In our example above,
your friend is trying to share the events
leading up to their first hockey goal and,
likely, the feelings they had at the time as
well.

2. Message - The message is the information

or subject matter the source is intending to
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 share. The information may be an opinion, feelings, instructions, requests, or suggestions. In our
example above, your friend identified information worth sharing, maybe the size of one of the
defence players on the other team, in order to help you visualize the situation.

3. Channels - The source may encode information in the form of words, images, sounds, body
language, and more. There are many definitions and categories of communication channels to
describe their role in the communication process, including verbal, non-verbal, written, and digital.
In our example above, your friends might make sounds or use body language in addition to their
words to emphasize specific bits of information. For example, when describing a large defense
player on the other team, they may extend their arms to explain the height of the other team’s
defense player.

4. Receiver - The receiver is the person for whom the message is intended. This person is charged
with decoding the message in an attempt to understand the intentions of the source. In our
example above, you as the receiver may understand the overall concept of your friend scoring a
goal in hockey and can envision the techniques your friend used. However, there may also be
some information you do not understand—such as a certain term—or perhaps your friend
describes some events in a confusing order. One thing the receiver might try is to provide some
kind of feedback to communicate back to the source that the communication did not achieve full
understanding and that the source should try again.

5. Environment / Context - The environment is the physical and psychological space in which the
communication is happening (Mclean, 2005). It might also describe if the space is formal or
informal. In our example above, it is the coffee shop you and your friend are visiting in. Context -
The context is the setting, scene, and psychological and psychosocial expectations of the source
and the receiver(s) (McLean, 2005). This is strongly linked to expectations of those who are
sending the message and those who are receiving the message. In our example above, you might
expect natural pauses in your friend’s storytelling that will allow you to confirm your understanding
or ask a question.

6. Interference / Noise - There are many kinds of interference that inhibit effective communication.
Interference may include poor audio quality or too much sound, poor image quality, too much or
too little light, attention, etc. In our working example, the coffee shop might be quite busy and thus
very loud. You would have trouble hearing your friend clearly, which in turn might cause you to
miss a critical word or phrase important to the story.

7. Feedback - Feedback is the ultimate aspect of communication process. It refers to the response of
the receiver as to the message sent to him/her by the sender. Feedback is necessary to ensure
that the message has been effectively encoded, sent, decoded and comprehended.

Types of Feedback - Kevin Eujeberry, the world famous leadership exponent mentioned the four
types of feedback. The types are as follows −

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 • Negative Feedback or corrective comments about past behavior
• Positive Feedback or affirming comments about future behavior
• Negative feedforward or corrective comments about future behavior
• Positive feedforward or affirming comments about future behavior

THE MODEL OF COMMUNICATION PROCESS

Communication is a complex process, and it is difficult to determine where or with whom a

communication encounter starts and ends. It can sometimes be helpful to consider different
communication models.

Models of communication is used to represent the process and flow of communication and the
elements which part-take in the process.

Communication is the process of creating, interpreting, and negotiating meaning. Communication

can be verbal, non-verbal, or textual. Communication is always a learned behavior, although it occurs in a
variety of ways. Communication is a collective practice in which people use symbols to generate and
interpret meaning like codes, symbols, and systems of language.

1. Linear Model - Originally

developed by Shannon &
Weaver in 1948, this model
describes communication as
a linear process. This model
describes how a sender, or
speaker, transmits a
message to a receiver, or listener. More specifically, the sender is the source of the message. A
message may consist of the sounds, words, or behaviors in a communication interaction. The
message itself is transmitted through a channel, the pathway or route for communication, to a
receiver, who is the target or recipient of the message. There may be obstacles in the
communication process, or noise. Noise refers to any interference in the channel or distortion of
the message. This is a fairly simple model in which a message is simply passed from sender to
receiver.

2. Interactional Model - In the

move to a more dynamic view
of communication,
interactional models follow two
channels in which
communication and feedback
flow between sender and
receiver. Feedback is simply a
response that a receiver gives
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 to a sender. Feedback can be verbal (i.e. “yes”) or nonverbal (i.e. a nod or smile). Most
importantly, feedback indicates comprehension. It can help senders know if their message was
received and understood. By focusing on flow and feedback, interactional models view
communication as an ongoing process

3. Transactional Model - The

transactional is the most
dynamic of communication
models. One notable feature of
this model is the move from
referring to people as senders
and receivers to referring to
people as communicators. This
implies that communication is
achieved as people both send and receive messages. Fundamentally, this model views
communication as a transaction. In other words, communication is a cooperative action in which
communicators co-create the process, outcome and effectiveness of the interaction. Unlike the
linear model in which meaning is sent from one person to another, also unlike the interactional
model in which understanding is achieved through feedback, people create shared meaning in a
more dynamic process in the transactional model.

OTHER MODELS OF COMMUNICATION

Aristotle’s Communication Model

Aristotle, a great philosopher initiative the earliest mass communication model

called “Aristotle’s Model of Communication” before 300 B.C. He found the importance
of the audience role in the communication chain in his communication model. His
model is more focused on public speaking than interpersonal communication.

Aristotle Model of Communication is formed with 5 basic elements: Speaker,

Speech, Occasion, Audience and Effect.

Aristotle advises speakers to build speech for different audiences at a different time (occasion) and
for different effects.

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 Notice that the speaker variable
here is very essential, for without it, there
will be no speech to be produced. A
speaker’s speech depends or adjusts
based on his profile, such as age, sex,
background, culture, race, religion, gender,
social and economic status, and political
orientation or inclination, among others.

Claude Elwood Shannon and Warren Weaver’s model of

communication

Claude Elwood Shannon and Warren Weaver’s model

of communication was introduced in 1949.

This model is specially designed to develop effective

communication between the sender and the receiver. Also,
they find factors which affect the communication process
called “Noise”. At first, the model was developed to improve
Technical communication, later it was widely applied in the
field of Communication.

Osgood and Schramm Model

Osgood-Schramm’s model of communication is known for its circular structure because it indicates
that messages can go in two directions. Hence, the roles of the sender and receiver as encoder and
decoder could be reversed under a continuous communication.

This revised model indicates that:

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  communication is not
linear, but circular;
 communication is reciprocal
and equal;
 messages are based on
interpretation;
 communication involves
encoding, decoding, and
interpreting.

The benefit of this model is that the

model illustrates that feedback is cyclical. It
also shows that the complexity of communication because it accounts for interpretation. This model also
showcases that we are active communicators and in interpreting the messages that we receive.

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

COMMUNICATION ETHICS

The National Communication Association (NCA) suggests that communicators should be

committed to following principles of ethical communication. The NCA Credo of Ethical Communication
claims that “ethical communication is fundamental to responsible thinking, decision making, and the
development of relationships and communities within and across contexts, cultures, channels, and media.”
[1] Ethical communication also yields positive outcomes, such as truthfulness, respect, and accuracy of
information. You can see that ethics is a very important part of the communication process. Likewise, it is
an important part of the public speaking process.

In their Credo, there are four ethical principles of communication that are especially relevant for
students today.

 We advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of

communication
 We endorse freedom of expression, diversity of perspective, and tolerance of dissent to achieve
the informed and responsible decision making fundamental to a civil society.
 We condemn communication that degrades individuals and humanity through distortion,
intimidation, coercion, and violence, and through the expression of intolerance and hatred.
 We accept responsibility for the short- and long-term consequences for our own communication
and expect the same of others.

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 PRINCIPLES OF COMMUNICATION (7 C’s)

There are some guidelines or principles that are to be considered and followed to make
Communication effective.

a. Courtesy - While communicating, we must create friendliness with all those to whom we
send message. Friendliness is inseparable from courtesy and courtesy
demands a considerate and friendly behavior toward others. There is a popular
proverb regarding courtesy “Courtesy costs nothing but wins everything”. The
communicating parties should always keep this in mind.

The following principles may help to promote courtesy:

 Answer the message promptly
 Omit irritating expressions
 Apologize sincerely for an omission or mistake
 Thank generously for a favor

b. Completeness - Completeness of facts is vital in Business Communication. Incomplete

communication can irritate the reader and it can also lead the receiver to
misinterpret the message. So, a message should be organized in such a way
that the receiver can understand its meaning easily and properly.

The sender of a message must be aware of 5Ws:

 Who is the receiver of the message?

 What does the message contain?
 Where the receiver is to be reached?
 When the receiver is to be reached?
 Why the sender is sending the message?

c. Conciseness - Brevity in expression effectively wins the attention of the reader. A message
should be as long or as short as is necessary to tell the story effectively. A
message must include everything necessary and at the same time exclude
anything unnecessary. Sometimes a two-page message may seem short,
while a ten-line message may seem too long.

- The following four rules may help to achieve conciseness in the message:

 Include only relevant facts

 Avoid repetition
 Avoid trite and wordy expression

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 Organize the message well

- Conciseness is achieved through short words:

Changing Long Words to Short Words

Long Words Short Words
cognizant know
endeavor try
domicile home
morbidity death
terminate end

- Conciseness is achieved through short sentences

- You can shorten a sentence by avoiding:

 redundancy
 prepositional phrases
 passive voice

- Avoiding redundancy
Changing Long Words to Short Sentences
Wordy Sentence Less Wordy Sentence
We collaborated together on the We collaborated on the project.
projects.
This is a brand-new innovation. This is an innovation.
The other alternative is to eat The alternative is to eat soup.
soup.

- Avoiding prepositional phrases

Avoiding prepositional phrases
Wordy Sentence Concise Sentence
He drove at a rapid rate. He drove rapidly.
I will see you in the near future. I will see you soon.
I am in receipt of your e-mail I received your e-mail requesting
message requesting an increase a pay raise.
in pay.

- Avoiding passive voice

Avoiding passive voice
Passive Voice Active Voice

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 It is my decision to run for office.
There are sixteen people who
tried out for the basketball team.
The computer was purchased by
Tom.
I decided to run for office.
Sixteen people tried out for the
basketball team.
Tom purchased the computer.

- However, conciseness must not be attained at the cost of Principle of

completeness or clarity.

d. Clarity - The idea or thought that the sender wants to transmit must be clear enough to
be understood by the receiver. In Written Business Communication the clarity
of thought and the clarity of expression are of two important things. It is also
important in oral and non-verbal messages.

- For clarity, the following guidelines can be followed:

 Select short, familiar and easy words

 Avoid ambiguous words and jargons
 Use short and effective sentence and paragraphs
 Avoid excessive use of infinitive
 Put appropriate examples, illustration and visual aids where applicable

“The ultimate goal of effective writing is to say the same thing to multiple
readers!”

e. Concreteness - Concreteness means being specific, definite and vivid rather than vague and
general. The message must be concrete or exact so that the receiver can read
it easily or hear clearly. Anything interfering with the information should be
avoided. There might be fairness, openness and straightforwardness in
communicating the message with the intended parties.

The following guidelines can help writing concrete message:

 Use specific facts and figures

 Use action or active verb
 Select vivid, lively and handsome words
 Tell exactly what you want to tell
 Avoid irrelevant information

f. Correctness - The fact of the message might be in correct language. Any incorrect or partial
Business Communication or message may lead the receiver to misinterpret the

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 message. Before transmitting any message, the transmitter must be sure that it
contains correct facts, it is transmitted at the correct time and of correct style.
Any mistake in the subject matter of Business Communication creates
confusion in the mind of the receiver. In fact, you should not send any
message unless you are absolutely sure of its correctness and if you are not
sure about it, you should verify it immediately.

For correctness, keep the following suggestions in mind:

 Check your message or writing from grammatical and linguistic viewpoints
 Use none discriminatory words like chair person, police officer, sales person,
camera operator instead of sexist words
 Check accuracy of figures, facts and words
 Send your message at the correct time
 Send your message in the correct style.

g. Consideration - Consideration means in preparing every message, one must keep the receiver
in mind. While encoding the message, the sender should try to put himself in
the place of the receiver. The desires, problems, emotions, feelings and
possible reactions of the receiver should be considered. Give the receiver’s
situations highest priority in drafting message.

Follow the rules mentioned below to ensure consideration of your audience:

 Use “You view point” instead of “I” or “We of point”
 Avoid insensitive you like, you have failed to
 Show reader benefit or interest
 Emphasize on positive, pleasant facts
 Write only what you honestly feel to be correct

From the above, we can say that in order to make Business Communication effective, vivid and
enjoy able, we have to consider the 7C’s at all times.

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