Communication

Models, Principles &

Ethics
Purposive Communication
01
Communication
Models
By the end of the lesson,
you should be able to:

1. Understand the importance of

communication society

Lesson Objectives
2. Know the principles and processes of
communication as embodied in the
communication models provided; and

3. Relate the communication models to their

experiences and apply them to their own
communication process
 Aristotle’s Model of Communication
(Linear Model)
Aristotle explains that speakers should adjust their messages according
to their audience and the occasion to achieve a particular effect.
Intended Effects of Communication

1. To persuade
2. To inform
3. To demonstrate
4. To entertain
 Aristotle’s Model of Communication
Example:

After the Japanese attacked Pearl Harbor on December 7, 1941,

then US President Franklin Roosevelt delivered a stirring speech
to declare war on Japan on December 8. The speaker in this
case, was US President Franklin Roosevelt and his speech was
crafted specifically for the occasion, filled with strong words that
were crisp and straight to the point. The occasion was the US
President’s response to the attack on Pearl Harbor; the main
audience was the US Congress; the effect was to persuade
members of Congress to declare on Japan; which they did, with
only one dissenting vote. These components of speaker, speech,
occasion, audience, and effect should be considered when
communicating one’s message.
 Shannon- Weaver’s Model of Communication
(Interactive Model)
The sender would be the person giving the message, while the encoder
would be the transmitter which converts the message into signals.
Shannon- Weaver Communication Model

• Was created by Claude Shannon and Warren

Weaver
• They wrote an article about this
communication model and entitled it as “ A
Mathematical Theory of Communication”.
• Often called the “Telephone Model” since it
was developed because of the technology of
the telephone and the experience of “noise”
coming from the switchboard.
Shannon- Weaver’s Model of Communication
Example:

The encoder would be the cellphone, and the sender, of

course, would be the person calling. The decoder, on the
other hand, would be the reception place of the signal
which converts signals into message, which is why in
modern parlance, when there is “no signal”, there is
difficulty in decoding the message. The receiver would be
the destination of the message by sender which would
be the person who is being called--- and when there are
problems or “noise” that interferes with the message,
then the receiver would give feedback, which s usually
phrased as “choppy” when the message can’t be heard
because of the signal.
Shannon- Weaver’s Model of Communication

This model can also be used in other situations, and can

tell us how the message may sometimes get lost because
of the noise, which can be physical or psychological, and
how feedback is essential component of communication
to ensure the message is successfully received.
 Osgood- Schramm’s Model of Communication/
Transactional Model (Osgood)
Encoding and decoding are not automatic processes both go through
the filter of the interpreter. Therefore, the message may succeed or fail,
based on the interpreter’s appreciation of the message.
 Osgood- Schramm’s Model of Communication/
Transactional Model(Schramm)
This theory builds that the interpreter into the different fields of
experience of the sender and the receiver.
Osgood- Schramm’s Communication Model

• Semantic noise- the different meanings applied

by the sender and receiver to the same message
• For the message to reach the receiver, there must
be a common field of experience between the
sender and receiver.
• Accdg. to Sneha Mishra (2017), this field of
experience may constitute “culture, social
background, beliefs, experiences, values, and
rules.”
 White’s Stages of Oral Communication
Oral Communication is a circular process; hence, there is no real
beginning or end.
White’s Stages of Oral Communication

• The most important component of this

model is the concept of feedback, which can
only be processed by the speaker if he or she
has been monitoring the audience or the
listener. Hence, the speaker must also pay
attention to the listener’s verbal and non-
verbal cues.
 Components of Communication

1. Speaker crafts the message; may be an author,

public speaker, or enforcer.
2. Message- the reason behind every interaction;
the meaning shared between the speaker and the
receiver.; can be songs, poems, essays, news articles,
etc.,
3. Receiver/ Audience- expected to listen/ read
carefully, be aware of the different types of sender,
jot down information when needed, provide
response and ask questions in clarification
 Components of Communication

4. Feedback- confirms recipient’s understanding;

may be written, spoken, or acted out
5. Environment- the place, the feeling, the mood,
the mindset, and the condition of both the sender
and receiver; may include physical set- up, the
space, and the objects surrounding the speaker and
the receiver
6. Context- the involves the expectations; common
and shared understanding through environmental
signals
 Components of Communication

7. Interference- barrier, distractions and the noises

of communication
A. Psychological
B. Physical
C. Linguistic
D. Mechanical
02
Principles of
Communication
Ethics
Nine Principles of Communication Ethics

1. Clarity makes speeches understandable.

2.Concreteness reduces misunderstandings;
includes facts and no abstract words.
3. Courtesy builds goodwill; involves being polite in
approach and manner of addressing an individual.
4. Correctness includes lessening the grammar
mistakes and misuse of language.
5. Consideration- message must be geared towards
the audience.
Nine Principles of Communication Ethics

1. Creativity is having the ability to craft interesting

messages in terms of sentence structure and word
choice.
2.Conciseness is avoiding lengthy expressions and
words. Be simple and direct.
3. Cultural sensitivity is about increasing emphasis
on empowering diversity.
4. Captivating- strive to make messages interesting
to command more attention and better responses.
 THANKS!
Do you have any questions?
[email protected]
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Moreno

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