The document discusses key aspects of the discipline of communication. It defines communication as a transactional process of exchanging verbal messages that generates meaning, influenced by culture. Communication goals include disseminating information between individuals and groups through various channels and media to potentially change behavior. The role of culture in communication is also emphasized.

1. THE DISCIPLINE OF
COMMUNICATION

4. •The Discipline of Communication deals with how humans
use verbal and non – verbal messages to create meaning in
various contexts.
•This can be from one person to another , from person to
group, in government setting , private sector setting, civil
society setting, school setting, community setting to mass
audiences across cultures using a variety of channels and
media. This discipline is also interested in the impact that
communication has on human behavior.

5. COMMUNICATION
• Alberts, Nakayama, and Martin (2007), defines
communication as a “ transactional process in which people
generate meaning through the exchange of verbal messages
in specific contexts, influenced by individual and societal
forces and embedded in culture”.
• The role of culture cannot be underestimated , “ culture
affects all or almost all communication interaction” (Alberts,
Nakayama, & Martin 2007)

6. GOALS OF COMMUNICATION

7. GOALS OF COMMUNICATION

8. GOALS OF COMMUNICATION

9. GOALS OF COMMUNICATION

10. GOALS OF COMMUNICATION

11. GOALS OF COMMUNICATION
•It provide opportunity for communicators to
disseminate information, to translate emotions and/or
thoughts from one to another.
•The goal of communication is to change behavior and
that is why people read new books or seek help to
understand things or reality.
•The aim is to create social and political change say by
exposing the absurdities and injustices of the courts,
schools, persons.

12. •Communication shapes the receiver’s
behavior in a way that is compatible both with
their own goals and the goals of
communication.
•Communication is essential for everyday life.
The goal is to make group life possible through
socialization, enculturation, intergenerational
solidarity, nation building, and social change.

13. •The class will be divided into three groups and they
will make a reflection of how communication is
important.
•1. Role play
•2. Jingle
•3. Poem

14. •Assignment:
•Watch your favorite teleserye and write a short
reflection on how the goals of communication make
this
•teleserye more viewable and appealing to the
audience.

15. • Channels
- are routes traveled by a message as it goes between the
senders/receivers. Sound and sight. are the primary channels in face-
to-face communication, and even in not face-to-face.
• Feedback
- is a response of the receiver to the sender and vice versa. This is very
important in communication since it tells how ideas and feelings have
been shared in the way they are intended to.
Noise
- it keeps a message from being understood or accurately interpreted. It
occurs between senders and receiver. Noise can be an external or
internal interference in transmitting and receiving the message.

16. Setting
- is essentially the context where communication occurs. It
may be a venue, formal or informal seating arrangements,
attire, use of sound system, etc.

17. LEVELS OF COMMUNICATION: FROM
INTRAPERSONAL TO MASS
COMMUNICATION
• Intrapersonal Communication
- this refers to communication that occurs within us. This involves
feelings, thoughts, and the way we look at ourselves. The self is the
only sender and receiver. The channel is your brain. The feedback is
in the form of talking to oneself or discarding certain ideas and
replacing them with others.
• Interpersonal Communication
- the communication that occurs on one-to-one basis usually in an
informal, unstructured setting is interpersonal communication.
Messages consist of both verbal and non-verbal symbols. The most
channels are sight and sound.

18. • Intercultural Communication
- this is an interpersonal communication that occurs between or among
members of different cultures or people who are enculturated differently.
This is more apparent between persons coming from two different
cultures of upbringing but it can also be among people of the same
culture but brought up in different times or cultural context.
• Interviewing
- makes use of a series of questions and answers usually involving two
people or groups. Its purpose is to obtain information on a particular
subject.
• ​Small Group Communication
- occurs when a small group of people meets to solve a problem. There is
cooperative thinking; there is specific purpose. Communication process in
small groups is more complicated than in interpersonal communication.
• Mass Communication