Communication is the transfer of information between a sender and receiver to create shared understanding. It includes both verbal and non-verbal elements. Effective communication requires clarity, attention, feedback, and adherence to communication principles and ethics. In the modern world, globalization has increased interconnection and the need for global communication competence, including cultural awareness, adaptability across time zones and languages, and virtual interaction skills.

1. CHAPTER 1: COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS
COMMUNICATION
-Derived from the Latin words con which means “with”, munus which means “a business”, communis
which means “common” and communico which means “to confer”
-It is therefore defined as the process of accomplishing a goal
-Described as the transfer of information, thoughts, or ideas to create a shared understanding between
a sender and a receiver
-It is a dynamic, two-way process
According to Sanchez (2017), effective communication is the most critical component of total
quality management.
TYPES OF COMMUNICATION
1. Verbal Communication - uses words or symbols. It is done through speaking or writing.
*Spoken communication can be done through face-to-face interaction, through mobiles or
computers, public speaking, etc.
*Written communication can be written, digitized or printed.
According to Mehrabian (2017), 55% of information gathered when people are speaking
to each other in person is determined through body language, 38% of the information relayed in
a conversation through tone of voice, and only 7% of the words that are spoken are used to
understand what is being said.
In verbal communication, meanings are also taken from non-verbal forms and are better
known as NON-VERBAL CUES
*Non-verbal cues - make the message clearer and give the listener an indication in what way
the information should be received.

2. Examples of Non-verbal Cues:
 Intonation
 Facial expressions
 Pause
 Hand gestures
 Use of visuals
 Body movement
 Eye contact
2. Non-verbal Communication - sending of message using methods other than spoken language. It
may be intentional or unintentional.
According to Tidwell (2016) there are two kinds of non-verbal communication:
-Non-verbal messages produced by the body
-Non-verbal messages produced by the broad setting such as time, space and silence
ELEMENTS OF THE COMMUNICATION PROCESS
1. Sender - a person, group or organization who initiates communication. Also called as encoder, source,
speaker, writer or communicator.
2. Message - is the element transmitted in the communication process. The message should be coded
by the sender in a way that it will be easily understood by the receiver.
3. Channel - pathway or medium through which the message travels to reach its destination. It may be
oral, written or visual. Each kind of channel has a specific use depending on the message.
Examples: Face-to-face, through writing letters, social media, mobile phone call, etc
4. Receiver - the person who receives, understands, analyzes and interprets the message. Also called as
decoder, reader or listener.
5. Noise - a form of distortion, barrier or obstacle that occurs in any of the phases of the oral
communication process. It may be visual, aural, physical or psychological in forms.
6. Feedback - the receiver’s response that provides information to the sender. It shows whether the
receiver understood the message or not.
7. Adjustment - it is done if the message is not clearly understood by the receiver.

3. According to Bovee and Thill (1992), even the lack of response, is in a sense, a form of
response. It is a very important element of the process because it makes the communication
dynamic, two-way interactive event.
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Aspects of Communication
1.Communication is integrated in all parts of our lives
Ex. In school
A. Academics
-students who are good in writing and speaking perform better not only in the English class but
also in other learning areas.
#Communication is very important, if u cannot read and write communicate with your teacher
because when they do not know something po or if they can’t read and write they communicate
with their teachers so that they can understand it better po
B. Professional
-employer who are better in communicating have the higher chance of getting hired.
#Just like in job interview, you need to communicate and show some skills
C. Personal
-having a vocabulary to name the communication phenomena in our lives increases our ability
to alter consciously our communication in order
#civic is about SOCIETY
#you need to know about yourself or how to express yourself
D. Civic
-civic engagement refers to working to make a difference in our communities by I
improving the quality of life.
2. Communication meets needs
Physical Needs – Keep our brain and body functioning
Instrumental Needs – Instructing people, Giving Directions

4. Relational Needs – Initiate, Maintain or end a relationship
Identity Needs – people present their imagine through the way they communicate
3. Communication is Learned
The Case of the Feral Children - raised by animals, isolated from human contact
-kung ano kinalikahan mo yun yung ma aadapt mo
4. Communication has ethical communications
ex. you have to do pagmamano or say po at opo
Issues in Communication
1. Content
-refers to the information and experiences that are provided to the receiver of the
communication process.
-The message must be presented in a language that makes a grammatical sense.
-Words have different meanings and may be used or interpreted differently.
-Therefore, content should be tailored or edited for the public to ensure effective
communication.
2. Process
-refers to the way the message is presented or delivered.
- The non-verbal forms that we use often cause messages to be misunderstood as we tend to
believe what we see more than what we hear.
-Therefore, we should be mindful of the non-verbal cues that accompany our verbal
communication.
3. Context
-Refers to the situation or environment in which your message is delivered.
-if the sender is unaware of a specific context, the sender might say improper words or
messages.
-If the receiver is unaware of the context, the message might be interpreted incorrectly.
-Therefore, it is important to assert and understand the context before saying something.

5. Principles in Communication
Principle of Clarity
Messages should be worded clearly. Messages should not be ambiguous or can be interpreted
in different ways. It should be straightforward so the receiver will easily understand what the
speaker is saying. It is always the responsibility of the sender to make the message clear so that
the receiver will understand the message correctly.
Principle of Attention
The receiver's attention should be drawn to the message to make the communication effective.
In order to achieve successful communication, the receiver should be listening to the sender to
understand the message. There are many distractors that may cause the receiver to lose the
focus on the message. Avoid any circumstances that may lead to the loss of attention of the
receiver.
Principle of Feedback
There should be a feedback in communication in order for the sender to know whether the
message was clearly understood by the receiver. The feedback will also indicate whether the
sender needs to make adjustments on the message for the receiver to understand the message.
Principle of Informality
In academic or business setting, the language used is mainly formal. However, in circumstances
where formal language fails to meet its goal, which is to make receiver/s understand the
message, the sender should be flexible in switching to informal language to code the message
clearer. Informal communication is as important as formal communication.
Principle of Consistency
Communication should always be consistent with the policies, plans, programs and objectives of
the organization and not in conflict with them. If leaders are not following the rules, the
subordinates will be confused.
Principle of Timeliness
Communication should be done in real time. It helps transactions to be done fast.
Principles of Adequacy
When communicating, information should be adequate and complete. Incomplete information
may cause delay and confusion.

6. COMMUNICATION ETHICS
It deals with the behavior of an individual or a group which is governed by their morals and in turn
affects communication.
The National Communication Association (NCA) formulated the Credo for Ethical Communication in
November 1999. It reminds us that ethical communication is relevant across contexts and applies to
every channel of communication.
Essential Integrity of Communication
 Advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of
communication.
 Endorse freedom of expression - in politics, academics etc.
 Strive to understand and respect each other communicators before evaluating and responding.
 Promote access to communication resources and opportunities as necessary to fulfill human
potential Ex. Pag nakita mo walang pasok, share mo sa klasmeyt mo beh para happy
 Promote Communication climates of caring and mutual understanding that respect the unique
needs and characteristics of individual communicators. (Always ask permission)
 Condemn Communication that degrades individuals and humanity through distortion,
intimidation, coercion, and violence, and through the expression of intolerance and hatred.
(When negativity prevails, communication prevails too, pag bastos ang tao prangkahin mo)
 Commit to the courageous expression of personal convictions in pursuit of fairness and justice
(kailangan maging fair, hindi yung nakagraduate ka ng walang ginagawa or nangongopya lang
ale)
 Advocate sharing information, opinions and feelings when facing significant choices while also
respecting privacy and confidentiality
 Accept responsibility for the short- and long-term consequences (dapat may isang salita and be
responsible about it)

7. ETHICS RESOURCE CENTER
Simple three-part guide for ethical business communication:
be honest
be respectful
show sensitivity to cultural differences
COMMUNICATION IN ACADEMICS
-Avoid Plagiarism
the intentional representation of another person’s words, thoughts, or ideas as one’s own.”
Data gathered from participants for a research or study should be always kept confidential,
unless given the permission of the participant.
-Students should always show respect to authorities in school.
-Never tell a lie or misrepresent facts to your teachers, classmates, or any people.

8. COMMUNICATION AND
GLOBALIZATION
Communication and globalization in the 21st
century introduce us to a new dimension of
perspectives.
GLOBALIZATION
 It is the structural phenomenon of increasing interdependence among various parts of
the world (Cornali & Tirocchi, 2012).
 The advancement of technology and numerous technology revolutions have been
globalizing the world into a closely interconnected society.
 The process of globalization is an unavoidable feature of modernity and development.
 It promotes the development and prevalence of digital technologies that make
communication faster and information more easily accessible.
Heidegger’s Prophecy
Heidegger prophesized in 1950 that “new communication and information technologies would
spawn novel possibilities for dramatically extending the scope of virtual reality.
Definitions of Globalization
(Scheuerman, 2014)
 Globalization is associated with deterritorialization
o Deterritorialization - a weakening of connection between culture and
place.
 Globalization is linked to the growth of social interconnectedness across existing
geographical and political boundaries.
 Globalization must also include a reference to the speed or velocity of social activity
 Globalization should be conceived as a relatively long-term process
 Globalization should be understood as a multi-pronged process
Major Trends in Globalization (Chen, 2005)
 Technology development has made globalization inevitable and irreversible
(Eichengreen, 1999)
 The internet is the most significant contribution to the global interconnectivity
 Economic transformation has led to a new landscape of economic world

9.  In the emergence of globalization, exchange of goods across geographical locations
become easier. New developments in technology brought in new jobs.
 Movement of domestic firms to global firms
The Impact of Globalization
 Globalization requires the development of a person’s language ability.
1. Virtual interactions – technology allowed us to communicate virtually from people at
distant locations. To use these mediums effectively, we must select the most
appropriate tool to use in certain situations.
2. Cultural awareness in speech – even when two people are speaking the same
language, cultural differences can affect vocabulary, colloquial expressions, voice tone,
and taboo topics.
 In the Filipino workplace setting, avoid asking unprofessional questions,
questions that can be easily researched in the internet, questions that have
already been asked
 Think first, Google second, ask third
3. Cultural awareness in body language – being aware that not all physical
expressions of one’s own culture are universally-accepted
4. Time differences – the advent of global collaboration introduces another new dynamic
to communication skills- the need to communicate and share information with people
across several time zones
The Role of Media in the Globalization Process
• It enables communication to take place in real time over great distances
• It advances the 21st
century into what we speak as the globalization of communication
• The emergence of the electronic media and the digital media has brought about a
radical change on how we see education
Language and Globalization
 Language continues to evolve. It keeps on developing as people are becoming more
literate in the global world
WHY IS ENGLISH CONSIDERED THE “UNIVERSAL LANGUAGE”?
 It is the world's second largest native language, the official language in 70 countries,
and English-speaking countries are responsible for about 40% of world's total GNP.

10. Competence
 According to the Merriam-Webster Dictionary, competence means the quality or state of
being competent. Or in simple terms, it is the ability to do something successfully.
Communication Competence
 It is the ability to function in a truly communicative setting.
Components of Communicative Competence
1. Grammatical Competence - the domain of grammatical and lexical capacity.
 Grammar refers to the set of rules that explains how words are used in a
language
 Lexical refers to the meanings of words
2. Sociolinguistic Competence - it pertains to an understanding of the social context in
which communication takes place
3. Discourse Competence - it is the ability to interpret individual message elements in
terms of their interconnectedness and of how meaning is represented in relationship to
the entire discourse.
4. Strategic Competence - it relates to the coping strategies that communicators employ
to initiate, terminate, maintain, repair and redirect communication.
Expected Skills for College Graduates (21st
Century Learners)
• State - State ideas clearly.
• Communicate - Communicate ethically.
• Recognize - Recognize when it is appropriate to communicate.
• Identify - Identify their communication goals.
• Select - Select the most appropriate and effective medium for communicating.
• Demonstrate - Demonstrate credibility.
• Identify and manage - Identify and manage misunderstandings.
• Manage - Manage conflict.
• Be - Be open-minded about another’s point of view.
• Listen – Listen attentively

11. Global Communication Competence
 Is the ability of individuals that relates effectively to self and others in daily life.
Four Dimensions of Global Communication Competence (Chen, 2005)
 Global Mindset
o Mindset is a psychological process that represents patterns of an individual or
group thinking. It is a fixed mental attitude that leads people to see things and
events from specific lens through perception and reasoning.
o Global Mindset refers to openness to other cultures that facilitates intercultural
interactions.
 Unfolding the Self
o Unfolding the Self is mainly concerned with the ability to look for shared
communication symbols and project the self into another person’s mind by thinking
the same thoughts, feelings and emotions as the other person.
 Mapping the Culture
o Understanding ourselves as a cultural being is a prerequisite to knowing other
cultures.
o Mapping the Culture refers to understanding the differences between one’s own
culture and the other cultures that might result in adapting different culture to
become more diverse and appropriate in the global setting.
 Aligning the Interaction
o Being able to interact with people from different cultures by using the appropriate
and effective approaches without violating the other people’s cultures, beliefs and
norms.