1. PURPOSIVE COMMUNICATION REVIEWER
CHAPTER 1
COMMUNICATION PROCESS, PRINCIPLES, AND ETHICS
What is communication?
✓ The word communication comes from commun which implies “something in
common” and ication which suggests “understanding”.
✓ Means a common understanding of something.
✓ The process of people reacting to the various attitudes and behaviors of other
individual.
✓ Allows us to receive, transmit, and retrain messages and information.
COMPONENTS OF COMMUNICATION
Sender (Communicator/Source)
• whom is the beginning of the communication
Receiver (Interpreter)
• the person whom a message is directed.
Message (Content)
• the information that the sender wants to relay to the receiver.
Medium (Channel)
• the means by which a message is transmitted.
Feedback
• the communication process reaches its final point when the message has been
successfully transmitted, received, and understood.
Noise
• any sorts of interference that affects the message being sent, received, or
understood.
Context
• the setting and situation in which communication takes place.
• Like noise, it can have an impact on the successful exchange of information. It
may have a physical, social, or cultural aspect to it.
THE PROCESS OF COMMUNICATION
Communication Models
• One way of thinking about communication processes is by looking at the
different communication models available.
• According to Dennis Mcquail and Sven Windahi (2013) in mass communication,
A model seek to show the main elements of any structure of process and the
relationship between the elements. It helps explaining by providing in a
simplified way information which would otherwise be complicated or
ambiguous.
The earliest model comes from Aristotle at around 5 B.C., in this model Aristotle explain
that the speaker should adjust their message according to their audience and the
occasion to achieve a particular speech.
SHANNON-WEAVER MODEL
• It was created by Claude Shannon and Warren Weaver in 1948.
• They wrote an article in the bell system technology journal entitled “A
mathematical theory of communication” and according to flore, this is called
the “Telephone Model”.
• The sender would be the person giving the message while the encoder would
be the transmitter which converts the message into signals.
2. OSGOOD-SCHRAM MODEL
• In this model, pay attention to the rule of interpreter. Encoding and decoding
are not automatic process both go through the filter of the interpreter.
Therefore, the message may succeed or fail.
• There are times when the sender and receiver may apply different meaning to
the same message and this is termed “Semantic Noise”. Although the receiver
may not fully appreciate all the nuances of the message as there are parts of
the sender’s experience has no knowledge of it.
WHITE’S STAGE OF ORAL COMMUNICATION MODEL
• The most important contribution from Eugene White is the concept of feedback.
Hence, the speaker must also pay attention to the listener’s verbal and non-
verbal cues.
• When it comes in the message, how the message is organized, and what field
of experience it comes from should be taken into consideration.
• When it comes to the sender, the best communication is one that involves
feedback.
PRINCIPLES OF COMMUNICATION
1. Communication is an interaction situation wherein the participants are
affected by each one’s behavior.
2. One does communicate. We do communicate even when we are ignoring the
message of another or maintaining complete silence.
3. The message received is not necessarily the message sent.
4. Communication occurs simultaneously at more than one level.
ADDITIONAL NOTE:
• The second level of communication is called meta-communication and refers
to any verbal and non-verbal cues about literal content of the message sent.
FOUR BASIC FRINCIPLES OF INTERPERSONAL COMMUNICATION
1. Inescapable
2. Irreversible
3. Complicated
4. Contextual
Interpersonal Communication is Complicated:
• Theorists note that whenever we communicate, there are really at least six
people involved:
a) Who you think you are;
b) Who you think the other person is;
c) Who you think the other person thinks you are;
d) Who the other person thinks he/she is;
e) Who the other person thinks you are; and
f) Who the other person thinks you think he/she is.
• Osmo Wiio gives us some communication maxims similar to Murphy’s Law
(Welin-Goos, 1978)
a) If communication can fail, it will
b) If a message can be understood in different ways, it will be understood
in just that way which does the most harm.
c) There is always somebody who knows better than you or what you
meant by your message.
d) The more communication there is, the more difficult it is for
communication to succeed.
3. Interpersonal Communication is Contextual:
• Interpersonal communication is contextual. In other words, communication
does not happen in isolation. There is:
a) Psychological context
b) Relational context
c) Situational context
d) Environmental context
e) Cultural context
TYPES OF COMMUNICATION ACCORDING TO MODE
Verbal-Non-Verbal Communication
• Effective communication calls for the blending of these two types. One cannot
be separated from the other.
Visual Communication
• The type of communication that uses visuals to convey information and/or
messages.
• Some examples are signs, symbols, imagery, maps, graphs, charts, diagrams,
pictograms, photos, drawings or illustrations, and even various forms of
electronic communication.
• Some examples of electronic communication symbols or images are the
emojis, emoticons, and animations among others to convey the writer’s
emotions or clarify the intent of the message sender. These are achieved
through digital mode or text.
TYPES OF COMMUNICATION ACCORDING TO CONTEXT
In this sub-section, context in communication is referred to as a composite of people
interacting with each other. Communication may also be classified according to
context:
• Intrapersonal Communication
➢ The Latin prefix intra- means within or inside.
➢ It 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.
• Interpersonal Communication
➢ The Latin prefix inter- means between, among, and together.
➢ An interactive exchange takes place as interpersonal communication
takes place.
➢ However, as it occurs, a transaction does not necessarily take place
since it can only be a simple interaction such as greetings, getting to
know a person, or ordinary conversations that happen between or
among the interactants.
➢ This may occur in dyads or small groups, also known as group
communication.
• Extended Communication
➢ Involves the use of electronic media.
➢ Unlike before when it only called for the use of television and radio,
nowadays, the description of extended communication may be
expanded as to include tele, audio, or phone conferencing; video-
conferencing; skype calls; and other technological means.
• Organizational Communication
➢ The focus is on the role that communication plays in organizational
contexts.
➢ Organizations comprise individuals who work for the company.
➢ Two types of organizational structure: FORMAL and INFORMAL.
➢ FORMAL COMMUNICATION
▪ Allows communication to take place via designated channels
of message flow between positions in the organization.
▪ This may make use of four approaches: Downward, Upward,
Horizontal, and Crosswise.
➢ Downward Communication
▪ Flows from upper to lower positions, top-down, or from
superior to subordinate.
➢ Upward Communication
▪ Bottom-up, in which subordinates send communication to
their superiors/bosses bearing their views/feedback on
organizational policies, issues related to their jobs, and the
like.
➢ Horizontal Communication
4. ▪ Lateral in approach as it takes place among people belonging
to the same level but coming from different departments or
units to facilitate performance of tasks through proper
coordination.
➢ Crosswise Approach Communication
▪ Diagonal in nature as employees from different units or
departments working at various levels communicate with
each other.
➢ INFORMAL COMMUNICATION
▪ Comes from unofficial channels of message flow.
▪ Also known as grapevine, messages coming from the
different levels of the organization are transmitted.
➢ Each organization has its own culture. This is referred to as
“organizational culture”. Based on its history and development, an
organization develops its own core values, vision and mission
statements, goals, and objectives.
• Intercultural Communication
➢ It is 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.
TYPES OF COMMUNICATION ACCORDING TO PURPOSE AND STYLE
Communication may be classified according to purpose and style. The types of
communication in relation to purpose and style are formal and informal. However,
rather than focusing on the transmission of message and message flow, the focus here
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 main objectives of this type of
communication.
INFORMAL COMMUNICATION
➢ Informal communication certainly does not employ formal language.
➢ It involves personal and ordinary conversation with friends, family members,
or acquaintances about anything under the sun.
➢ 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 simply to socialize and enhance relationships.
ETHICS OF COMMUNICATION
Communication ethics is the notion that an individual’s or group’s behavior are
governed by their morals which in turn affects communication.
ETHICS MORALS
Ethics are the principles underlying the
best behavior of members of a culture.
Morals are the principles underlying
the ideal behavior of each individual.
Subjective and communal Subjective and personal
Decided upon by a society after debate
and trial
Usually based on a philosophy or
religious belief.
Based on cultural norms, but may
conflict with an individual’s morals.
Transcend cultural norms, but may
conflict with them.
Involves reasoning Adhere to what is described
Beyond rules and universal Hard and fast rules: relative to
society/culture
For the survival of the society For the survival of individual
5. Johnson (2015) developed the Ten Basics of Ethical Communication using principles
learned in Straight Talk and Nonviolent Communication as well as best practices for
small group work in general, with a little common sense added in:
1. Seek to elicit the best in communications and interactions with other group
members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective, expressing your own
thoughts, needs, and feelings.
5. Seek to understand others (rather than to be right or more ethical than thou).
6. Avoid speaking for others.
7. Manage your own personal boundaries. Share only what you are comfortable
sharing.
8. Respect the personal boundaries of others.
9. Avoid interrupting and side conversations.
10. Make sure that everyone has time to speak, that all members have relatively
equal air time if they want it.
CHAPTER 2
COMMUNICATION AND GLOBALIZATION
COMMUNICATION
• communicare (to share) – Latin
• communicatio – Latin
• communicacion – Old French
• communicate – Latin
The word COMMUNICATION is simply the act of transferring information from one place,
person or group to another.
• One sender, a message and a recipient
• Sent by the sender through a channel to the receiver/s
• Verbal, Non-Verbal, Written, and Visualizations
WHAT IS GLOBALIZATION
• Early 20th
Century
o supplanting an earlier French term mundialization
• Second Half of 20th
Century
o Developed its current meaning globalization
• 1990s
o Globalization came into popular use.
The word GLOBALIZATION is the spread of products, technology, information, and jobs
across national borders and cultures.
• Interdependence of nations through free trade
• Increases interactions between different regions and populations
• One of the most powerful sources of change in the world
GLOBALIZATION
• Is a process of interaction and integration among the people, companies, and
governments of different nations, a process driven by international trade and
investment and aided by information technology.
• Heywood (2013) describes globalization as a slippery and elusive concept.
Despite intensifying Interest in the phenomenon of globalization since the
1980s, the term is still used to refer, variously, to a process, a policy, a
marketing strategy, or predicament, or even an ideology.
IMPACTS OF GLOBALIZATION ON COMMUNICATION
“Communication skills development has always been an important factor of success in
business, but the influence of globalization and cross-cultural interaction in recent
decades has impacted the types of communication skills needed in dramatic ways” –
David Ingram
Virtual Interactions
• Globalization has introduced virtual communication and collaboration as a
major part of academic and workplace dynamics.
Cultural Awareness in Speech
• The need for cultural awareness is a major impact of globalization on the
required skillset of effective communicators, resulting in the evolution of
communication skills development programs.
Cultural Awareness in Body Language
• Awareness of cultural differences in body language can be just as important
as the nuances of speech.
Time Differences
6. • The advent global collaboration introduces another new dynamic to
communication skills the need to communicate and share information with
people across several time zones.
IMPACTS OF GLOBALIZATION ON GLOBAL COMMUNICATION
“The process of globalization has widely increased the availability of information for
people across the world. By the use of Internet and advanced mobile services, people
are able to discuss business plans and proposals on an international level as well as
exchange private data securely.” – Danev (2017)
Availability of Information
• Is a major effect of the process of globalization
• The WHO, in its works focused on the cultural dimensions of globalization, has
expressed the view that with the spread of businesses delivering Internet,
satellite TV and mobile services the costs of such information technologies
drop.
Business Conduct
• Globalization communication by implementing new techniques for business
conduct among workers at international corporations.
Social Awareness
• The availability of information, which is a direct effect of the development of
global communication systems, has led to increased social awareness of
people across the world.
THE PROBLEM
Despite its quick spread and continuous development, global communication has not
reached the majority of people on all continents.
