MODULE ONE

COMMUNICATION PROCESSES, PRINCIPLES, AND ETHICS

Module Introduction:
The word communication is derived from latin word “ communis” which
means common. It is the process of exchange of facts, ideas, opinions and a means
that individuals or organizations share the meaning and understanding with one
another.

Communication is a process of sharing and conveying messages or information

from one person to another within and across channels, contexts, media, and cultures
(McCornack, 2014). There is a wide variety of contexts and situations in which
communication can be manifested; it can be a face-to-face interaction, a phone
conversation, a group discussion, a meeting or interview, a letter correspondence, a
class recitation, and many others.
The exchange of information or passing of information, ideas or thought from one
person to the other or from one end to the other is communication. According to
McFarland communication is, “a process of meaningful interaction among human
beings. More specifically, it is the process by which meanings are perceived and
understandings are reached among human beings.” Newman and summer defined
communication as “an exchange of facts, ideas, opinions or emotions by two or more
persons.”

Communication is sharing of ideas and feelings in a mood of mutuality.

(Edgar Pale.)

Communication is a means of persuasion to influence other so that desired

effect is achieved. (Aristotle)

Nature of Communication

1. Communication is a process.
2. Communication occurs between two or more people (the speaker and the receiver).
3. Communication can be expressed through written or spoken words, actions (nonverbal),
or both spoken words and nonverbal actions at the same time.
Elements of Communication

Communication is divided into elements which help us better understand its mechanics or
process. These elements are the following:
1. Speaker – the source of information or message
2. Message – the information, ideas, or thoughts conveyed by the speaker in words or in actions
3. Encoding – the process of converting the message into words, actions, or other forms that
the speaker understands
4. Channel – the medium or the means, such as personal or non-personal, verbal or
nonverbal, in which the encoded message is conveyed
5. Decoding – the process of interpreting the encoded message of the speaker by the receiver
6. Receiver – the recipient of the message, or someone who decodes the message
7. Feedback – the reactions, responses, or information provided by the receiver
8. Context – the environment where communication takes place
9. Barrier – the factors that affect the flow of communication

COMMUNICATION MODELS:

1. ARISTOTLE ‘S COMMUNICATION MODEL

Aristotle emphasized that there are three variables in the communication

process: speaker, speech, and audience as illustrated in the communication
flow below:

SPEAKER AUDIENCE

2. LASWELL’S COMMUNICATION
SPEECH MODEL

In 1948, Harold Dwight Laswell described communication as being focused

on the following Ws: Who says, What in, Which channel, to Whom and with
What effect as seen in the model below:
 Who Says what In Which Channel Medium To whom With what effect
Commu nicator Message Effect

Receiver

3. Process of Communication
4. Shannon-Weaver Model

Known as the mother of all communication models, the Shannon-Weaver model

(1949) depicts communication as alinear or one-way process consisting of five elements:
a source (producer of message); a transmitter (encoder of message into signals); a
channel (signals adapted for transmission); a receiver (decoder of message from the
signal); and a destination.

This model, however, has been criticized for missing one essential element in the
communication process: feedback. Without feedback, the speaker will not know whether
the receiver understands the message or not.
5. Transaction Model

Unlike the Shannon-Weaver Model, which is a one-way process, the Transaction

Model is a two-way process with the inclusion of feedback as one element

As shown in Figure 2, this model is more interactive. There is a collaborative exchange

of messages between communicators with the aim of understanding each other. It also
shows that a barrier, such as noise, may interfere with the flow of communication.

6. Schramm Model
 Schramm (1954) modified the Shannon-Weaver Model. What has Schramm
added to the Shannon-Weaver Model? Is the new model more comprehensive? Why do
you think so? How is it different from or similar to the Transaction Model?

Functions of Communication

Basically, there are five functions of communication. These are control, social interaction,
motivation, emotional expression, and information dissemination.
1. Control – Communication functions to control behavior.
2. Social Interaction – Communication allows individuals to interact with others.
3. Motivation – Communication motivates or encourages people to live better.
4. Emotional expression – Communication facilitates people’s expression of their feelings
and emotions.
5. Information dissemination – Communication functions to convey information.

Features of an Effective Communication

 In their pioneer book Effective Public Relations, Professors Broom, Cutlip, and Center (2012)
list the 7 Cs of Effective Communication. This list is widely used today, especially in public
relations and advertising.
1. Completeness
Complete communication is essential to the quality of the communication process in
general. Hence, communication should include everything that the receiver needs to hear
for him/ her to respond, react, or evaluate properly.
2. Conciseness
Conciseness does not mean keeping the message short, but making it direct or straight to
the point. Insignificant or redundant information should be eliminated from the
communication that will be sent to the recipient.
3. Consideration
To be effective, the speaker should always consider relevant information about his/her
receiver such as mood, background, race, preference, education, status, and needs, among
others. By doing so, he/she can easily build rapport with the audience.
4. Concreteness
Effective communication happens when the message is concrete and supported by facts,
figures, and real-life examples and situations. In this case, the receiver is more connected
to the message conveyed.
5. Courtesy
The speaker shows courtesy in communication by respecting the culture, values, and
beliefs of his/her receivers. Being courteous at all times creates a positive impact on the
audience.
6. Clearness
Clearness in communication implies the use of simple and specific words to express
ideas. It is also achieved when the speaker focuses only on a single objective in his/her
speech so as not to confuse the audience.
7. Correctness
Correctness in grammar eliminates negative impact on the audience and increases
the credibility and effectiveness of the message.

Barriers to Communication
 There are instances when miscommunication and misunderstanding occur because of
certain barriers. To become an effective communicator, you should recognize these barriers
that hinder the communication process. This will enable you to control the situation, reset
conditions, and start anew. The table below presents some barriers to effective communication
with corresponding solutions.

General Principles of Effective Communication

Since communication is a two-way process, it is important that you know the

principles to be observed to make it effective. For both oral and written communication,
you should be able to apply the following principles:

1. Know your purpose in communicating. Are you communicating basically to inform,

to entertain, or to persuade? While you may have more than one purpose, there is still
a more dominant objective or reason why you communicate.

2.Know your audience. In both speaking and writing , you should know your audience as
it will dictate the speaking or writing you are going to imply. Consider the age,
educational background, profession, culture, and other salient features of your listeners
or readers.
3.Know your topic. You communicate essentially because you want to share
something. In speaking situations, speakers are invited because they have something
to share. This also applies to writing. You write because you wish that other people
learn something form you. You may then utilize several or multiple communication
techniques to easily catch the attention of the audience.

4.Adjust your speech or writing to the context of the situation. The environment in
which your speech or writing is to be delivered determines the kind of language you
will

Use.

5. Work on the feedback given to you. Once you receive comments form the
listeners,work on them. Take kindly to criticisms.In the long run,constructive criticisms
will proveb benficial to you as you learn to address them.

Principles of Effective Oral communication

1. Be clear with your purpose . You should know by heart your objective
in communicating.

2. Be Complete with message you deliver. Make sure that your claims are
supported by facts and essential information.

3. Be concise. You do not need to be verbose or wordy with your statements.

Brevity in speech is a must.
 4. Be natural with your delivery. Punctuate important words with the appropriate
gestures and movements, exude a certain degree of confidence even if you do not
feel confident enough.

5. Be specific and timely with your feedback. Inputs are most helpful when provided
on time.

Ethics of communication

Communication ethics emphasizes that morals influence the behavoir of an

individual group,or organization thereby affecting their communication. For
instance , given the unethical communication practice of a certain company of
concealing the non
remittance of deducted premiums from employees’ salaries to the SSS or the social
security system, the company’s accountability to its employees is undoubtedly affected.
It is important to note that one’s behavior should be regulated by honesty, decency,
truthfulness, sincerity, and moral uprightness

Be guided by the FF to achieve ethical communication:

1. Establish an effective value system that will pave the way for the development
of your integrity as a person. One’s Behavior and decision-making style affect,
in turn , the operations of an organization .

2. Provide complete and accurate InformationWeek it is needed or not , the data

you provide should always be contextualized and correct.
3. Disclose vital information adequately and appropriately. Never conceal or
hide information that are necessary for purposes of transparency.

Observing a code of ethics is essential as it determines the kind of behavior that is

proper and desirable over over one that is displeasing and offensive.
Lesson No. 1 Communication Processes, Principles and Ethics

Lesson Title : Communication Models, General Principles of Effective Communication, Principles of

Effective Oral Communication, Principles of Effective Written Communications, The 7 C’s , Ethics of
Communication.

Duration Hours: 3 Hours

Specific Learning Outcomes

During the learning engagement, the students are able to:

1. Explain the various communication models and how they help in understanding the
communication process:
2. Identify the variables involved in the communication process.
3. Discuss the value of communication in enhancing one’s personal and professional relationship
4. Determine the principles for effective oral and written communication
5. Evaluate the differences between oral and written communication
6. Point out the ethical issues involved in communication; and
7. Recognize the importance of a code of ethics in communication

TEACHING LEARNING ACTIVITIES

Task I Instructions: Provide word/s that associate the given word
Communication

COMMUNICATION
TASK 2 ANSWER THE FOLLOWING QUESTIONS. YOU MAY USE BOND PAPER OR YELLOW PAPER

1. Why is communication important?

2. If you were to choose conceptual model for communication, what would you prefer and
why? How can you be guided by any of these models when you communicate?
3. How do the principles of effective oral communication differ from those of effective
written communications? Do they have similarities at all?
4. How can one observe ethics in communication?

TASK 3

Identify the function of communication in each of the following situations. Write your
answers on the space provided. (Control, Social Interaction, Motivation, Emotional expression,
Information dissemination)

1. The teacher reads and discusses classroom policies to her

students.
2. Ross greets Rachel; then, they start talking about their plans for
the holidays.
3. Phoebe shares her insights on how to live peacefully despite a
complicated life.
4. Monica shares her personal frustrations with Chandler.
5. The geometry teacher lectures about mathematical concepts.
6. Sheila delivers her valedictory speech.
7. The President delivers his last State of the Nation Address.
8. A television personality thanks the supportive moviegoers during
an interview.
9. The city mayor presents her strategies to execute the plans in a
public forum.
10. A tourist guide orients a group of tourists about a heritage site.
Assessment : Complete the semantic web below with a word or group of words relevant to
communication.