Communication processes, principles, and ethics

1. The Communication Process

SENDER

ENCODING
FEEDBACK
MESSAGE

CHANNEL NOISE

RECEIVER

DECODING

a. Sender – the person who is sending the message or the communicator who initiates

the conversation and has conceptualized the idea that he intends to convey it to

others.

b. Encoding- where sender begins with the encoding process wherein he/she uses certain

words or non-verbal methods such as symbols, signs, body gestures and etc. to be

able to form the information into a message.

c. Message – after the encoding is finished, the sender is able to pass the message that

he/she intends to convey. This message can be written, speech or non-verbal such as

symbols or signals.

d. Channel - the sender chosen medium through which he/she wants to convey his/her

message to the recipient. It must be selected carefully in order to make the message

effective and correctly interpreted by the recipient. The choice of medium depends on

the interpersonal relationships between the sender and the receiver and also on the

urgency of the message being sent.

 e. Receiver – the person receiving the message or for whom the message is intended.

Making sense of it or the one understanding and translating it into meaning. The

degree to which the receiver decodes the message depends on his knowledge of the

subject matter, experience, trust and relationship with the sender.

f. Decoding - the part where the receiver interprets the sender’s message and tries to

understand it in the best possible manner. An effective communication occurs only if

the receiver understands the message in exactly the same way as it was intended by

the sender.

g. Feedback – The Feedback is the final step of the process that ensures the receiver has

received the message and interpreted it correctly as it was intended by the sender, it

can be verbal reaction or response. It can be external feedback or internal feedback..

It increases the effectiveness of the communication as it permits the sender to know

the efficacy of his message. The response of the receiver can be verbal or non-verbal.

2. Communication Principles

a. Intrapersonal

-It is an interaction situation wherein the participants are affected by each one’s

behavior.

-One does communicate.

-The message received is not necessarily the message sent.

-Communication occurs simultaneously at more than one level.

b. Intrapersonal

-It is inescapable.

-It is irreversible.
 -It is complicated.

-It is contextual.

c. For effective communication

 Clarity - The idea or message to be communicated should be clearly spelt out. It

should be worded in such a way that the receiver understands the same thing which

the sender wants to convey. There should be no ambiguity in the message. It should

be kept in mind that the words do not speak themselves but the speaker gives them

the meaning. A clear message will evoke the same response from the other party. It is

also essential that the receiver is conversant with the language, inherent assumptions,

and the mechanics of communication.

 Attention - In order to make communication effective, the receiver’s attention should

be drawn towards message. People are different in behaviour, attention, emotions etc.

so they may respond differently to the message. Subordinates should act similarly as

per the contents of the message. The acts of a superior also draw the attention of

subordinates and they may follow what they observe. For example, if a superior is

very punctual in coming to the office then subordinates will also develop such habits.

It is said that ‘actions speak louder than words.

 Feedback - The principle of feedback is very important to make the communication

effective. There should be a feedback information from the recipient to know whether

he has understood the message in the same sense in which the sender has meant it.

 Informality - Formal communication is generally used for transmitting messages and

other information. Sometimes formal communication may not achieve the desired

results, informal communication may prove effective in such situations. Management

 should use informal communication for assessing the reaction of employees towards

various policies. Senior management may informally convey certain decisions to the

employees for getting their feedback. So this principle states that informal

communication is as important as formal communication.

 Consistency - This principle states that communication should always be consistent

with the policies, plans, programmers and objectives of the organization and not in

conflict with them. If the messages and communications are in conflict with the

policies and programmers then there will be confusion in the minds of subordinates

and they may not implement them properly. Such a situation will be detrimental to

the interests of the organization.

 Timeliness - This principle states that communication should be done at proper time

so that it helps in implementing plans. Any delay in communication may not serve

any purpose rather decisions become of historical importance only.

 Adequacy - The information communicated should be adequate and complete in all

respects. Inadequate information may delay action and create confusion. Inadequate

information also affects efficiency of the receiver. So adequate information is

essential for taking proper decisions and making action plans.

3. Communication Ethics

a. 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.

 b. Conciseness – conciseness does not mean keeping the message short, but making it

director straight to the point. Insignificant or redundant information should be eliminated

from the communication that will be sent to the recipient.

c. Consideration – 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.

d. Concreteness – Effective communication happens when the message is concrete and

supported by facts, figures, real- life examples and situations. In this case, the receiver is

more connected to the message conveyed.

e. 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.

f. 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.

g. Correctness – correctness in sentence or grammar eliminates negative impact on the

audience and increases the credibility and effectiveness of the message.

Elements and types of communication

1. Elements of Communication

a. Sender - the person who conveys his thoughts or ideas to the receiver. The sender

represents source of communication.

 b. Message - the content of ideas, feelings, suggestions, order etc., intended to be

communicated.

c. Encoding - the process of converting the message into communication symbols such as

words, pictures, gestures and etc.

d. Media - the path through which encoded message is transmitted to receiver. The channel

may be in written form, face to face, phone call, internet etc.

e. Decoding - the process of converting encoded symbols of the sender.

f. Receiver - the person who receives communication of the sender.

g. Feedback - includes all those actions of receiver indicating that he has received and

understood message of sender.

h. Noise - means some obstruction or hindrance to communication. This hindrance may be

caused to sender, message or receiver.

2. Types of Communications

a. Verbal Communication - encompasses all communication using spoken words, or

unspoken words as in the case with sign language. It is important to understand how

to effectively communicate your ideas verbally in order to avoid misunderstandings

and maximize interest while you speak. Make sure to use the right type of language,

speak clearly, know your audience, respond in the best way, and use an appropriate

tone when speaking.

b. Non-verbal Communication - messages that what isn’t being said. This means your

tone, facial expressions, body language, hand movements, and eye contact. When you
 make yourself aware of what the rest of you is doing as you speak, you can make

corrections and eventually use all the right nonverbal cues to convey your point.

c. Written Communication - a form of verbal communication, but it is so different than

spoken verbal communication that this form gets its own separate type. Written

communication can take the form of anything you write or type such as letters,

emails, notes, texts, billboards, even a message written in the sky! With written

communication, it is important you know your audience, your purpose, and maintain

consistency throughout your written message.

d. Visual Communication - delivering information, messages, and points by way of

graphical representations, or visual aids. Some commonly used examples are slide

presentations, diagrams, physical models, drawings, and illustrations. When you use

visual communication in addition to verbal, nonverbal, and written communication,

you create a very effective way for your message to be heard and understood.

Elements of communication in various texts

SPEAKER SPEECH OCCASSION AUDIENCE EFFECT

1. Aristotle Model of Communication – the first and earliest model of communication

dated back in 5BC. The focus of this model is on the speaker and message; but the most

important part is the setting where the listeners are situated. This model is a unique

communication tool proposed before 300 b.c by the Greek philosopher Aristotle. It is a

linear model that puts a greater onus on public speaking instead of interpersonal

communication that other models do.

 a. Speaker – plays the primary role in public speaking to attract the target audience and the

situation.

b. Speech – the speaker must keep the target audience in mind and then prepare his speech

which will convey the message to the recipient.

c. Occasion - it is the responsibility of the speaker to persuade his audience to his way of

thinking in a communication model.

d. Audience – the role of the audience is passively influenced and can be manipulated.

e. Effect – the outcome or the response of the audience to the passed message.

WITH WHAT
WHO SAYS WHAT CHANNEL TO WHOM
EFFECT
(SENDER) (MESSAGE) (MEDIUM) (RECEIVER)
(FEEDBACK)

2. Lasswell’s Model Communication – was developed by communication theorist Harold D.

Lasswell (1902-1978). Lasswell’s model of communication is also known as action model

or linear model or one way model of communication and regarded as one of the most

influential communication models.

a. Who - refers to the person who is sending the message.

b. Says What – this is the Message that we should analyze what is being said by the sender.

This is this message being communicated.

c. Channel - the medium is the means by which the information is transmitted from the

sender to the receiver.

d. To whom - the receiver of the message or an audience.

e. With what Effect - the feedback of the receiver to the sender.

SOURCE ENCODES MESSAGE CHANNEL DECODES RECEIVER

Communication Content Hearing Communication
skills skills
Elements Seeing
Attitudes Attitudes
Treatment Touching
Knowledge Knowledge
Structure Smelling
Social System Social System
Code Tasting
Culture Culture

3. Berlo’s SMCR Model of Communication – was developed from Claude Shannon and

Warren Weaver's mathematical model, which was first published in Bell System Technical

Journal in 1948. The model was primary designed to improve the technical communication,

but was later widely applied in different fields of communication.

a. Sender - the originator of message.

b. Encoder - the transmitter which converts the message into signals (the way message is

changed into signals, for example sound waves).

c. Channel - the signal carrier or medium.

d. Decoder - the reception place of the signal which converts signals into message.

Decoding is done by the receiver when he gets the message.

e. Receiver - the recipient of the message from the sender. He usually gives feedback to the

sender in order to make sure that the message was properly received.

f. Noise - the way message transferred through a channel, can be interrupted by external

noise (for instance, conversation may be interrupted by thunder or crowd noise).

 g. Feedback - The receiver can get an inaccurate message. This is why feedback from the

receiver is important in case the message is not properly received. Furthermore, the noise

can also affect the decoding of the message by the receiver.

4. White’s Communication Model - According to Eugene White in his definition of the model

of communication, it is a repetitive cycle. His 1960 model is that of a cyclical process

composed of eight stages. These stages are thinking, symbolizing, expressing, transmitting,

receiving, decoding, feed-backing, monitoring and thinking. This model suggests that there is

no beginning or end to communication. He is also the one who introduced the concept of

feedback-- a process that is now known to close the loop (complete the cycle).

5. Helical Model of Communication - In 1967, Frank Dance has proposed the communication

model called Dance’s Helix Model for a better communication process. The name helical

comes from “Helix” which means an object having a three-dimensional shape like that of a

wire wound uniformly around a cylinder or cone. He shows communication as a dynamic

and non-linear process.

 Dance’s model emphasized the difficulty of communication. Frank Dance uses

the form of a Helix to describe the communication process. He developed this theory

based on a simple helix which gets bigger and bigger as it moves or grows. The main

characteristics of a helical model of communication are that it is evolutionary.

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