UNIT 2

NATURE, ELEMENTS, PROCESSES,TYPES,

PRINCIPLES, AND ETHICS OF
COMMUNICATION
Learning Outcomes
At the end of this lesson, the students are expected to:

1. increase knowledge about nature, elements, processes, types,

principles, and ethics of communication; hence, they become more
skillful communicators;
2. identify the essential elements of the communication process by
creating a scenario to illustrate the process using a model;
3. strengthen awareness on communication principles resulting in
conscientious and respectful interactions at home, school,
community, and workplace; and
4. apply the knowledge gained in effectively accomplishing the class
exercises that help them execute the expected communication
performances.
What is
?
ETYMOLOGY
•The English word ‘communication’
has been derived from the Latin
word, ‘communicare’ which means
to impart or participate or to
transmit.
Source: http://rapodar.ac.in/pdf/elearn/Bus%20Com%20Unit%201%20notes.pdf
 The word ‘communicare’
is derived from the root
‘communis’ which
means to make common
or to share.

Source: http://rapodar.ac.in/pdf/elearn/Bus%20Com%20Unit%201%20notes.pdf
DEFINITION OF COMMUNICATION
•Thus,communication is defined
as the process of understanding
and sharing meaning (Pearson &
Nelson, 2000).
•
PROCESS
A process refers to a series of steps that lead to a
specific outcome.

COMMUNICATION PROCESS
The communication process is dynamic,
ongoing, and constantly changing (Pearson &
Nelson, 2000).
ALL COMMUNICATION IS COMPOSED OF
THREE PARTS THAT MAKE A WHOLE:
SHARING, UNDERSTANDING, AND
MEANING.
UNDERSTANDING
•“Tounderstand is to perceive, to
interpret, and to relate our
perception and interpretation to
what we already know” (McLean,
2003).
UNDERSTANDING
•Understandingthe words and the
concepts or objects they refer to is an
important part of the communication
process.
SHARING
•Sharingmeans doing something
together with one or more people. In
Communication, sharing occurs when
thoughts, feelings, ideas, or insights
are shared.
SHARING
• Youalso share with yourself (a process called
intrapersonal communication) when you bring
ideas to consciousness, ponder how you feel
about something, figure out the solution to a
problem, or have a classic “Aha!” moment
when something becomes clear.
MEANING
•Finally,
the meaning is what we share
through Communication.

• Forexample, by looking at the context of a

word, and by asking questions, you can
discover the shared meaning of the word and
better understand the message.
OTHER DEFINITIONS
OF COMMUNICATION
Communication may be defined as the
interchange of thought or information
between two or more persons to bring about
mutual understanding and desired action.

It is the information exchange by words or

symbols.

It is the exchange of facts, ideas, and

viewpoints that bring about the commonness
of interest, purpose, and efforts (Bisen and
Priya, 2009).
American Management
Association defines,
‘communication as any
behavior that results in an
exchange of meaning.’
Peter Little

‘Communication is the process

by which information is
transmitted between individuals
and organizations so that an
understanding response result.’
Newman and Summer Jr. state that,
‘Communication is an exchange of
facts, ideas, opinions or emotions by
two or more persons.’
▸ According to Keith Davis, ‘The process of
passing the information and understanding from
one person to another.

▸ It is essentially a bridge of meaning between

the people. By using the bridge, a person can
walk safely across the river of
misunderstanding’.
Allen Louis defines communication as a sum of
all things, one person does when he wants to
create understanding in the mind of the
other; it involves a systematic and a
continuous process of telling, listening, and
understanding.
 NATURE OF COMMUNICATION

PROCESS MEANING SYMBOLIC

As a process, Meaning involves the Symbolic means that we rely
communication constantly thoughts, ideas, and on words and nonverbal
moves and changes. It understandings shared behaviors to communicate
does not stand still. by communicators. meaning and feelings.
 Therefore, communication plays a vital
role in instruction, integration,
information, evaluation, direction,
teaching, influencing, image building,
employees’ orientation, decision-making,
etc.

It is the lifeblood of the business.

 No organization can develop in the
absence of an effective communication
system. Communication is the mortar that
holds an organization together, whatever
its business or its size.
 When people within the organization communicate with each
other, it is internal Communication, and when people in the
organization communicate with anyone outside the organization, it
is called external communication.

The ability to work well in teams, manage the subordinates, and

establish relationships with seniors, customers, and colleagues
depends on communication skills (Bisen and Priya, 2009).
 PLEASE WATCH
THE COMMUNICATION PROCESS @
HTTPS://WWW.YOUTUBE.COM/WATCH?V=BTJ94IHVC6I&T=89S
GROUP ACTIVITY:
Divide the class into 8 groups
with __ members.

Identify and explain the

essential components of the
communication process.
 The Essential Components of
Communication
1. Sender
2. Message
3. Encoding
4. Channel
5. Receiver
6. Decoding
7. Feedback
8. Context
 The sender or encoder, the
source of information or message, is a
person who sends the message.

A sender uses symbols (words or

graphic or visual aids) to convey the
message and produce the required
response.
The sender of the message is a highly important
element being the source of the idea.
As the sender, it is expected that one possesses the
skills required in transmitting messages. These skills
could include the ability to use the language that
the receiver understands. The sender’s credibility is
of great importance, as well. People will more likely
reject a message if the sender is proven to be
unreliable. The message will only be as good as its
source (Magan et al., 2018).
 “The message is the stimulus or meaning
produced by the source for the receiver or
audience” (McLean, 2005).

In rhetorical and communication studies, a

message is defined as information conveyed by
words (in speech or writing), and other signs
and symbols. A message (verbal or non-verbal,
or both) is the content of the communication
process (Nordquist, 2019).
 Encoding is the process of converting
the message into words, actions, or
other forms that the speaker
understands. It is the process of turning
thoughts into communication.
 The encoder uses a ‘medium’ to send the
message — a phone call, email, text message,
face-to-face meeting, or other communication
tools. The level of conscious thought that goes
into encoding messages may vary. The encoder
should also take into account any ‘noise’ that
might interfere with their message, such as
other messages, distractions, or influences
(Hawkins, 2016).
 The channel is the medium or
the means, such as personal or non-
personal, verbal or non-verbal, in
which the encoded message is
conveyed. “It is how a message or
messages travel between source and
receiver” (McLean, 2005).
 In speaking or writing, the communicator uses a
channel to convey a message.

Spoken channels include face-to-face conversations,

speeches, telephone conversations, and voice mail
messages, radio, public address systems, and voice
over Internet protocol (VoIP).

Written channels include letters, memoranda, purchase

orders, invoices, newspaper and magazine articles,
blogs, email, text messages, tweets, and so forth.
 Visual Communication is the type of communication
that uses visuals to convey information and messages.

Some examples are signs, symbols, imagery, maps,

graphs, charts, diagrams, pictographs, photos, drawings,
or illustrations, and even various forms of electronic
communication. Some examples of electronic
communication symbols or images are the emojis,
emoticons, and animation, among others, to convey the
writer’s emotions or clarify the intent of the message
sender. These are achieved through digital mode or text
(Madrunio and Martin, 2018).
 A receiver or decoder is the recipient
of the message or someone who decodes the
message. It refers to a person for whom the
message is intended/aimed/targeted. How the
decoder understands the message depends on
various factors such as knowledge of the
recipient, responsiveness to the message, and
the reliance of encoder on the decoder.
 “The receiver receives the message
from the source, analyzing and
interpreting the message in ways both
intended and unintended by the
source” (McLean, 2005). Receivers
must have excellent listening and
comprehension skills.
 Good listening requires one to focus on what
is conveyed and, as much as possible, eliminate
all possible distractions or noises that would
hinder one from understanding the message. On
the other hand, excellent comprehension skills
necessitate sharpness of cognition, which can be
achieved through continuous studies and
acquisition of information and knowledge
(Magan et al., 2018).
 Decoding is the process of interpreting
the encoded message of the communicator
(speaker/writer) by the receiver.
 Feedback is the reactions, responses, or information
provided by the receiver. It is the main component of the
communication process as it permits the sender to
analyze the efficacy of the message. It helps the sender in
confirming the correct interpretation of the message by
the decoder.
 Feedback may be verbal (through words) or non-
verbal (in the form of smiles, sighs, and others). It may
take written form also in forms of memos, reports, and
others.

As the amount of feedback increases, communication

accuracy also increases (Leavitt & Mueller, 1951).
Context refers to the environment where
communication takes place. “The environment is the
atmosphere, physical and psychological, where you
send and receive messages” (McLean, 2005).
Communication is affected by the context in which it
takes place. This context may be physical, social,
chronological, or cultural—every communication
proceeds with context. The sender chooses the
message to communicate within a context.
“The environment is the atmosphere, physical and psychological, where
you send and receive messages.” (McLean, 2005)

The environment can include the tables, chairs, lighting, and sound
equipment that are in the room. The room itself is an example of the
environment. The environment can also include factors like formal dress,
that may indicate whether a discussion is open and caring or more
professional and formal.

People may be more likely to have an intimate conversation when

they are physically close to each other, and less likely when they can only
see each other from across the room. In that case, they may text each
other, itself an intimate form of communication. The choice to text is
influenced by the environment.
Communication Process: ELEMENTS
SENDER Encoding
C
O
CHANNEL/ MEDIUM
MESSAGE N
T
X
E
FEEDBACK X Barrier X
CHANNEL/ MEDIUM X
X

Decoding RECEIVER
T
Communication Elements @ Work
PE TEACHER I need to require students to join
the first Friday mass.

Voice , face to face Squealing

sound from “All students are enjoined to
sound system attend the first Friday mass at
the oratory at 3 p.m..”

Second bell for

Gee asks if the class can dismissal ringing
attend in PE uniform.. Megaphone,
Sound system
Student: Will we be
allowed to attend in our
COLLEGE
PE uniform? STUDENTS
COMMUNICATION
BARRIER
Communication Barrier

It is anything that gets in the way

of clear communication.
Communication Barrier

It prevents, restricts, or impedes

the conveyance of meaning by words
or gestures in a social setting.
barrier, hindrance, obstacle, or noise -

describe the distracting stimuli

associated with the communication
process
 WHAT ARE THE BARRIERS
TO EFFECTIVE COMMUNICATION?
1. Linguistic/Verbal Barrier

Language is needed for any communication,

even people with speech impairments communicate
with sign language and brail. Communication
becomes difficult in situations where people do not
understand each other’s language. (
https://www.businesstopia.net). The inability to
communicate using a language is known as a
language barrier to communication
2. Cultural Barrier

The way people communicate is affected by the

culture they were brought up in. The opposite is
also exact. Culture is, to a large extent,
determined by the way people communicate.
When people belonging to different cultures
communicate, these factors can become barriers.
Communication shapes culture and culture shapes
communication (https://www.businesstopia.net).
3. Physiological Barrier
Physiology is the state of the human body and mind.
Physiological barriers to communication occur due to the
physical condition of the sender or receiver, which might
even be physical disabilities. It includes sensory dysfunction
and other physical dysfunctions. Effective communication
requires the proper functioning of the senses in both the
sender and the receiver. Limitation of the human body and
mind adds to the physiological barrier causing an
interruption in a message from reaching its destination or
having meaning (Bajracharya, 2018).
4. Psychological Barrier
The Psychological or Emotional Barriers refers to the
psychological state - opinions, attitudes, status consciousness, and
emotions of a person that profoundly affects the ability to
communicate. Psychological noise is what happens when thoughts
occupy attention while listening or reading a message. The
communication largely depends on a person's mental condition; if
the person is not mentally or emotionally sound, he cannot
communicate effectively either as a sender or a receiver. (
https://businessjargons.com/psychological-barriers.html)
5. Physical Barrier
The physical barrier is the environmental
and natural condition that acts as a barrier in
communication in sending messages from
sender to receiver. Organizational
environment or interior workspace design
problems, technological problems, and noise
are the parts of physical barriers
(https://localexam.com/search/example-physical-barriers).
Noise interferes with standard encoding
and decoding of the message carried by
the channel between source and
receiver.

Not all noise is wrong, but noise

interferes with the communication
process.
BARRIERS TO EFFECTIVE
COMMUNICATION

PRACTICE EXERCISE
TYPES OF COMMUNICATION
ACCORDING TO MODE
 Learning these types of communication
will greatly aid you in becoming more aware
of how to create more emphasis or to tone
down when transmitting your messages or
messages you receive.
1. Verbal communication
This kind of communication uses written or
spoken language to transmit information or
messages. It involves sound production; the
utterance of words phrases and sentences
through speech. There are five basic features
of human language:
2. Non-Verbal Communication
Non-verbal communication transmits messages
without relying on language or speech. It uses
audio signals or visual signals to communicate
a message.
3. Visual Communication
Visual Communication is the type of communication that uses
visuals to convey information and messages.

Some examples are signs, symbols, imagery, maps, graphs, charts,

diagrams, pictographs, photos, drawings, or illustrations, and
even various forms of electronic communication.

Some examples of electronic communication symbols or images

are the emojis, emoticons, and animation, among others, to
convey the writer’s emotions or clarify the intent of the message
sender. These are achieved through digital mode or text
(Madrunio and Martin, 2018).
TYPES OF COMMUNICATION
ACCORDING TO CONTEXT
The context in communication is referred to as a composite
of people interacting with each other. Communication may
also be classified according to context:

1. Intrapersonal;
2. interpersonal;
3. extended;
4. organizational organization; and
5. intercultural communication

(Madrunio and Martin, 2018)

1. Intrapersonal Communication

The Latin prefix intra – means within or inside.

Intrapersonal communication then means talking to oneself.
Some label it as self or inner talk, inner monologue, or inner
dialogue.

Psychologists call it with other names such as self-

verbalization or self-statement.
2. Interpersonal Communication

As opposed to intra, the Latin prefix inter

means between, among, and together. An
interactive exchange takes place as interpersonal
communication takes place. This may occur in dyads
or small groups, also known as group
communication.
3. Extended Communication
Extended Communication involves the use
of electronic media. With the use of electronic
media, messages are transmitted quickly.
•
•
4. Organizational Communication

Organizations comprise individuals who work

for the company. For an organization to be
successful, a system of organization should be in
place.
There are two types of organizational structure:

1. Formal Communication

The formal structure allows communication to occur

via designated channels of the message flow
between positions in the organization. It makes use
of four approaches:
a. Downward communication
When the communication flows from a higher
level to a lower level, it is called downward
communication. Order, individual instructions,
policy statements, and circulars fall under
downward communication (Bisen and Priya, 2009).
b. Upward communication

This communication flows the message from

subordinates to superiors. It is the reverse of
downward communication or communication flows
from the lower to the upper levels (Bisen and Priya,
2009).
c. Horizontal/Lateral communication

This communication flows between persons at

the same hierarchy level either of the same or other
department or division of the organization (Bisen
and Priya,2009).
d. Crosswise communication

This communication is diagonal as employees

from different units or departments working at
various levels communicate with each other
(Madrunio and Martin, 2018).
2. Informal communication

Informal communication, on the other hand,

comes from unofficial channels of message flow.
Also known as ‘grapevine,’ messages coming from
the different levels of the organization are
transmitted.
 Bisen and Priya (2009) identified these factors
responsible for the grapevine phenomenon:

1. the feeling of certainty or lack of direction when the

organization is passing through a difficult period;
2. the feeling of inadequacy or lack of self-confidence on the

part of employees leads to the formation of gaps; and

3. formation of a clique or favored group by the managers. It
gives other employees a feeling of insecurity or isolation.
5. Intercultural Communication
As the term implies, it is a communication between or among people
having different linguistic, religious, ethnic, social, and professional
backgrounds.

Even gender difference affects communication. Individuals having

different orientations communicate and interpret messages differently.

It mainly happens with non-verbal communication. For instance, in

assessing the sincerity of a person, Australians consider eye contact as
necessary, and for Indians, it is inappropriate to look straight into the
eyes of a person while talking. However, it does not mean that they are
dishonest or insincere.
 Moreover, for Filipinos, the twitching of lips
means to refer to something or someone. When
someone asks: “Where is my book?” instead of
responding: “There it is,” the response may be
twitching or puckering lips. When seen by people
from other cultures, such facial expressions may be
taken to mean “seduction.” Indeed, it is essential
not to be judgmental or to rush into interpretations
as cultures sometimes vary enormously.
• Similarly, linguistic differences are of the essence. With the advent
of World Englishes, different cultures develop different lexicon
peculiar only to the speech community.

• For instance, in the Philippines, a local variety of English called

Philippine English has been developed, which has introduced lexical
innovation, not found or used in other varieties, such as thrice,
batchmates, CR (comfort room), solons, barangay captain, and high
blood. Even in terms of pronunciation, words are pronounced
differently by Filipinos, which, to some, are considered erroneous.
For instance, these supposedly pronounced with a hard /th/
represented with a /ð/is pronounced instead with a /d/by the
average Filipino since hard /th/ is not part of the Filipino penology.
TYPES OF COMMUNICATION ACCORDING
TO PURPOSE AND STYLE
 Earlier, formal and informal communication
has been discussed concerning organization
communication. Similarly, the types of
communication about purpose and style are
formal and informal. The emphasis is on the
communication setting and the mode of
delivery.
 •Formal communication employs formal language
delivered orally or in written form. Lectures, public
talks/speeches, research and project proposals, reports,
and business letters, among others, are all considered
formal situations and writings. Note that while lectures
and speeches are delivered orally, the texts have been
thought out carefully and written well before they are
delivered. To inform, to entertain, and to persuade are
the main objectives of this type of communication.
•
• Onthe other hand, Informal communication certainly
does not employ formal language. It involves
ordinary personal conversations with friends, family
members, or acquaintances about anything. The
mode may be oral as in face-to-face, ordinary or
everyday talks and phone calls, or written as in the
case of e-mail messages, personal notes, letters, or
text messages. The purpose is to socialize and
enhance relationships.
What is Purposive Communication?
Magan et al. (2018) define
Purposive Communication as
intentional communication
within the bounds of specific
contexts.
Communication happens in specific contexts. Context
includes:

a. settings or environment (family, school, workplace,

religious communities);

b. social relations (friends, husband, and wife, parent

and child, colleagues/boss-subordinate in the office);

c. scenes which include place, time, and occasion

(business meeting, job interview, social gathering –
parties, weddings, and others.); and

d. culture (history, tradition, beliefs, norms, values).

According to Magan, et al. (2018), contexts are vital
considerations in our communication acts since they
affect the process of sending and receiving messages,
semantics or meanings, choice of channels, words, and
methods of delivery. Communication, therefore, must
be suitable for the specific context hence should be
intentional or purposive. Therefore, it is logical to
explain purposive communication as a communication
applied in a specific setting, environment, scene, social
relations and culture.
 Therefore, what is EFFECTIVE
PURPOSIVE COMMUNICATION
• two-way
• involves ACTIVE LISTENING
• reflects the accountability of source and receiver
• utilizes feedback
• free of stress
• Clear
• Bottomline: UNDERSTANDING
 WHEN IS
COMMUNICATION
CONSIDERED ETHICAL?
CORPORATE CODES OF ETHICS
•Honesty - Trained communicators are truthful,
precise, and sincere in all communications. This
practice inspires the free movement of significant
information for the benefit of the community
Confidentiality - Protecting the self-confidences and privacy rights
of workforces and customers is the responsibility of trained
communicators. Moreover, they must stand by legal requirements for
releasing information that affects the well-being of others

Credit - Give due recognition to those who you obtain ideas from.

Free Speech - Philosophies of free speech and free ideas must be

supported.

Courtesy - Understanding cultural morals and views are vital.

 PRINCIPLES OF ETHICAL COMMUNICATION

▪Advocate truthfulness, accuracy, honesty, and reason as

essential to the integrity of communication.

▪Endorse freedom of expression, diversity of perspective, and

tolerance of dissent to achieve the informed and responsible
decision making fundamental to civil society.

▪Strive to understand and respect other communicators before

evaluating and responding to their messages.
REFERENCES
Flores (2016), “Oral Communication in Context,” Rex Book Store Incorporated
Madrunio, M. and Martin, I. (2018) Purposive Communication Using English in Multilingual
Contexts. C and E Publishing, Incorporated: Quezon City, Philippines.
Magan, R., et. al (2018) Purposive Communication in the 21st Century. Mindshapers Co., Inc.:

Intramuros, Manila, Philippines.

Narca , A. and Sevilla, H. (2018). The World Through Communication Purposive
Communication. San Sebastian Recoletos de Cavite: Cavite City, Cavite, Philippines.
Pascual, J., (2016) Purposive Communication. Books Atbp. Publishing, Corporation:
Mandaluyong City, Philippines.
Suarez, C., et. Al. (2018) Purposive Communication in English. Ateneo de Manila University
Press: Quezon City, Philippines.
https://www.youtube.com/watch?v=Btj94IHVc6I (communication process)