Module 1

COMMUNICATION

Objectives

This module intends to enable the students to:

• Give emphasis on the importance of an effective communication as a tool to help

solve problems in interpersonal relationship.
• Introduce techniques which ensure satisfactory results in interpersonal
communication
• Explain how communication achieves understanding, action and acceptance
• Illustrate how networks facilitate communication and how it evolved to date.
• Conceptualize barriers of effective communication

Introduction

Communication is a vital component of our lives because it is part of our

everyday dealings and existence. It involves sharing of ideas and information but it is
not limited to oral or written form. A gesture, a look, a smile communicates a message
as well. It can also be carried out through actions. When something is exchanged
between or among people-there is interaction and so there is communication.
We all spend more time communicating everyday whether we do it in writing,
speaking, listening or reading. It is a fundamental part of human existence. We
communicate primarily because we want to achieve something, obtain something,
influence someone, find about something, express feelings, share companionship, sort
out a problem and ease a worry among others.
The word Communication is derived from the Latin word 'communis' that means
'common'. Thus to communicate means to make common or to make known. Exchange of
thoughts and ideas is made possible through gestures, signs, signals, speech or writing.
People are said to be in communication when they discuss some matter, or when they

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talk on the telephone, or when they exchange information through letters. Basically,
communication is sharing information, whether in writing or orally.

Lesson 1: The Communication Process

Communication is a two-way process of exchanging ideas or information and

experiences between human being. Communication is not simply transmitting and
receiving message that produce a response; it is also a form of sharing. Your attitudes,
opinions, emotions, motivations, education, job status, likes and dislikes, and
communication skills may influence the way you communicate your ideas. These
factors would also influence your interpretation of the message you receive if you were
the listener. The success or failure of the communication is indicated by the feedback
you get. Communication thus involves action and reaction. A good communicator is
one who not only carefully prepares and delivers his message but also adapts, based on
the response of the receive. For example, a ship captain should confront a junior officer
who may also be a friend in the event of poor performance. An administrator must
likewise be able to clearly communicate the goals of the organization to employees.

Figure 1.Communication defined

Lesson 2: Elements of the Communication Process

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 The process begins when a sender (encoder) sends the message. As source of the
message, the sender should ensure that the message is perceived in the way it is
intended. The message may come in either in words (verbal) or in actions or
gestures (nonverbal expressions) that transmit meaning. It passes through a channel
such as telephones, computers, face-to-face conversations, memos, or E-mail. The
receiver (decoder) is the ultimate destination of the sender’s message. How the message
is sent and perceived is affected by the senders’ and the receiver’s filter factors such as
existing knowledge, emotions, opinions, attitudes, culture, values, needs, language
skills, position/status among others. Feedback is the response that a communicator
receives as it also refers to the response to the sender’s communication.

For clear illustration, refer to figure 2.

Figure 2. The Communication Process

Elements of the Communication Process. The communication process has five

main components. These are the sender, the message, the channel, the receiver and
feedback as illustrated in the model.
Lesson 3: Basic Forms of Communication

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 There are four communication skills--speaking, listening, reading and writing.
And the most basic forms of communication are verbal, oral and written
communication, formal communication, and informal communication.

Verbal Communication
Verbal communication is the transmission of messages in the form of words.
Telephone calls, meetings, voice mail, videoconferences, and etc.

Oral Communication. Oral Communication is communication transmitted through

speech. A vital component to oral communication is listening. Listening is the skill of
receiving a message and interpreting its genuine meaning by accurately grasping the
facts and feelings conveyed (Boone & Kurtz, 2011).

Oral communication includes personal conversations, speeches, meetings,

telephone conversations, etc.

Listening is a vital component of oral communication. It is the skill of receiving a

message and interpreting its genuine meaning by accurately grasping the facts and
feelings conveyed (Boone & Kurtz, 2011).

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 Written Communication. Written Communication is communication transmitted
through writing such as letters, memos, faxes, e-mail, etc. In this age of technology,
electronic writers often communicate by using emoticons, symbols or faces of
expression constructed by using different arrangements of keys on the keyboard to
produce them.

Formal Communication
Formal communication is carried out among stakeholders in the organization as
well as to persons outside the organization. Downward communication is said to be the
most familiar form of formal communication. This emanates from the senior head and
intended for the subordinates. Concrete examples also include internal memos, reports,
meetings, written proposals, (circulated within the organization) ; and external letters,
written proposals, news releases, press conference, etc. (communication sent out to
external recipients).

Informal Communication
This includes forms of communication transmitted outside the formal
organizational channels and does not necessitate the involvement of persons in
authority. It is also called grapevines communication. It is an informal communication
system that takes place across workers. Inasmuch as the information exchanged is
unofficial and often partial or incorrect information, the message often ends up
distorted and often labeled as gossip or rumor.
Informal communication serves several purposes. It provides a source of
information not ordinarily available, reduces the effects of monotony (lack of variation
and variety), and satisfies personal needs such as the need for relationships and status.

Nonverbal Communication
Nonverbal communication is communication transmitted through actions and
behavior rather than words. Supervisory Management breaks down nonverbal
communication into four categories as follows:

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 a. Body Signals: Nonverbal signals by the body. Examples: slumped
posture, raised eyebrows, or kicking apiece of equipment examples.
b. Object Signals: Nonverbal messages sent by physical objects. Examples:
plaques and awards on the wall and clothing or jewelry wore.
c. Space Signals: Nonverbal messages sent by action. Examples: huddling
close, being distant, or sitting beside someone.
d. Time Signals: Nonverbal messages sent by time actions. Examples: being
on time, being available, or saving time.

Lesson 4: Communication Networks

The development in technology has created an information highway that provides for
varied media through the use of communication networks. Communication is no longer
limited to the traditional medium such as phone, written and verbal communication.
Communication is now delivered through more sophisticated technology.
Communication Networks refer to the multiple links and various connections through
which messages are passed from the sender to the receiver.
The most popular types of communication networks are computer network,
internet network, the telephone network and many others.

Traditional Communication Methods

Phone communicationis still consideredan

important means of business communication because
it connects people, employees and business partners
in both national and global levels. Nonetheless, the
operation cost of phone communication can be
significant more so if business requires a lot of
international calls.
Verbal communication. Verbal communication in
business is still critical because of the interpersonal

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composition of the organization. Most of the accomplished communication is still face
to face and uses written or spoken language.
Email and social media.If people want a more speedy turn of communication, they
resort to the internet and Web-based portals, such as Facebook and Twitter. These
networks have benefitted the business world since important information can be
communicated in a matter of seconds.
Fax.An alternate to internet, but still has the swift flow of information, is faxing
(facsimile sending). It can be beneficial when information needs to be communicated
in hard copy.
Written Communication. Despite the development in technology, written
communication still remains strong because it helps establish a paper trail.
To thoroughly understand the breakthrough of technology in communication,
please be directed to the article written by Michelle L. Cramer on “Advances in
Communication Technology” and “Effective Communication Methods in Global
Companies” by Joey Papa sourced from (eHow 2011, Demand Media, Inc.). This is for
the purpose of personal reading and not for printing or production.

Reading: Advances in Communication Technology (Michelle L Cramer,)

As the world continues to move, so does the

advancement of technology. Every year sheds light on
improvements to yesterday's devices and new inventions
appearing on the horizon. At the center of it all is a desire
to speed up communication across the globe, with the
intention of making inconveniences a thing of the past.

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 Internet.What started as a government effort to smooth out
communication hang-ups on national security issues has turned
into a worldwide (web) phenomenon. The Internet, which
encompasses the World Wide Web (WWW) or simply the Web,
links everyone together with a universe of information available for
all to access and learn from, and seemingly unlimited resources for
contacting those on your personal and business Rolodexes. Most
every business out there now has a website available for consumers
to access information, contact the business and even make
purchases, all from the comfort of home. In fact, the Internet has
become such a pillar of communication today that it appears it will
remain the nucleus of all current and future developments within
the industry.

Wireless.Wireless communication, also known as Wi-Fi

(wireless fidelity) or WLAN (wireless local area network), uses
low-power radio waves to transmit data over distances from one
device to another without the use of wires, allowing senders and
recipients to access information while on the move. Especially for
business, Wi-Fi is invaluable as it allows the boss, who travels
frequently, to stay in touch with his employees back at the office.
Wireless communication also makes it possible for more
individuals to work from home, a luxury that was not possible few
years ago.

E-mail. Electronic mail, commonly called email, is a means of

sending messages to someone instantaneously over the Internet
through a service provider or email hosting website. Email now
virtually replaces hand-written correspondence sent through the
postal system. Senders can send not only direct message but also
attach images and documents to the email, giving recipients
immediate access to information that might otherwise take days to
receive and even longer to edit or update as necessary.
Additionally, email services retain messages sent between parties
in your account until you delete them manually, allowing you to
always have a record of communication.

Smartphones.Smartphones are exactly that—mobile phones

that know how to do an amazing variety of tasks. These cellular
phones have a multitude of features that not only allow you to
communicate while on the go in a number of different ways, but
give you Internet access, keep track of appointments, and allow
you to add features and applications for every need (or desire) you
can think of. Text messaging through mobile phones is increasingly

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 becoming the way to communicate quick thoughts to friends,
family and clients, whether it's to promise a call later or simply to
pass on a thought before it's forgotten.

Networking.Online networking websites, such as Facebook,

Twitter and LinkedIn, are increasingly becoming the most popular
means of instant and detailed communication. These sites allow
registered users to communicate with friends, family and clients
from moment to moment. You can add images, update your status
(telling everyone what you're doing this very moment), start a fan
page for your business, write notes, send personal messages, and
more. The idea is to allow users the opportunity to connect with
everyone they know, even if they are hundreds of miles apart.

Reading: Effective Communication Methods in Global Companies by Joey Papa

Communication is essential to the success of any company and is the cornerstone of

every aspect of a global enterprise. Without effective communication methods in place,
there can easily be confusion, frustration and a loss of unity within the business.
Dealing with communicating to thousands of employees that are located throughout
the world can be challenging, but placing certain processes in place can keep the lines of
communication open.

Set Up a Communication Pyramid.Set up an effective communication

pyramid within the global company. A company must appoint a CEO for
each region or country that it serves. For example, a CEO is appointed for
the entire region of Asia, one for Europe and one for the United States.
The executive office that makes all the decisions should communicate
important information to the different CEOs who, in turn, will send the
information on to the next level below them, such as the regional
managers, and so on. Keep the initial information limited to as few people
as possible---allowing the CEOs to make their own decisions about how to
communicate the information to their respective areas of the world.

Create a Web-Based Center.A company creates a website that enables

all employees of the global company to access important information. The
website in such a way that it serves as a virtual human-resources
department. The employees should have to log-in every time they are at
work to access their emails, as well as current work and personal
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 information. Post important information on the home page of this website
so that every employee will be required to read it before continuing onto
the main part of the site. Employees can check off on the box to indicate
they have read the important information.

Allow for Easy Feedback. The company can create a system that
allows and welcomes feedback from the employees. The feedback can be
easily linked into the Web-based center, where the suggestions, comments
and needs will be sent to that region's human-resources department. The
feedback should be sent to the appropriate people and should be replied
to in a few days' time. Create the system in such a way that it's easy to
access and is quick and efficient in its responses.

For further reading please go over this

article:http://www.ehow.com/info_8147108_effective-ineffective-communication-
workplace.html

Learning Activity: Choose two topics presented in this website and make an insight paper of
not less than 3 pages. An insight paper is a presentation of the article in a summary form with
your own opinion on it.

Lesson 5: Barriers to Effective Communication

Generally, communication is affected by the levels of hierarchy. This is because

people, through whom the message passes along the communication trail, may have
different ways of handling the message. At times words are added or deleted from
original message resulting in a distorted communication.
Authority and Status. The role one plays in the organization affects
communication. Seeing someone in the organization as a boss over others often creates
a barrier to free and open communication. The department head’s or supervisor’s
major task to fill out employees’ performance evaluations and determine rewards and
penalties moves employees to provide information that are likely pleasant.
Jargon. Jargon is defined as the vocabulary peculiar to a particular profession or
group (New World Dictionary, 2009). In the maritime education for example, there is a

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subject Maritime English which highlights the technical maritime terms for the students
to have a practical understanding of the seafaring profession.
Culture. Cultureaffects the communication process. It is best to know the factors
which are culturally founded to be able to communicate accordingly.

Communication across Cultural Boundaries

Differences in customs, behavior, and values result in problems that can be

managed only through active cross-cultural communication and interaction. People of
different backgrounds usually require more time than those of the same culture to
become familiar with one another, to be willing to speak openly, to sufficiently share
common ideas and to understand one another. Cross-cultural faux pass results when
we fail to recognize that people of other cultural backgrounds have different goals,
customs, traditions, thought patterns, and values from our own.
People in the business sector recognize that business must maintain an
adequately effective communication within a company. This contributes to the
efficiency of its operations. Highly effective communication can increase productivity
and eventually profitability. In other words, communication is the most effective tool
we have for getting things done. In fact, the very vitality and creativity of an
organization or a nation depends upon the content and character of its communications.
Manager’s awareness of differences in culture could minimize communication
breakdowns and promote understanding of their subordinates’ behavior.

Overcoming the Barriers

Managers, consultants, and technicians usually assume that cultural differences
are barriers that impede communication and interaction. To overcome these barriers,
one should understand the differences between one’s own culture and those of others.
These cultural differences, if well managed, can be means to cross-cultural
understanding.
For the manager to be effective in cross-cultural communication in a
multinational environment, he must:

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 1. Know the social and business customs of people of different cultural
Backgrounds;
2. Know the skills needed to become an effective business leader;
3. Know his prejudices and stereotypes about others; and
4. Analyze whether or not these prejudices and stereotypes influence his
interaction.

Sociocultural Values

All cultures have developed value systems which must be thought of as fairly
consistent at any given time without denying its dynamic quality. Values are
exclusively human, because the holding of these values implies the ability to make
judgments for decisions and choices. These judgments may undergo change over a
period of time which in most cases, is gradual. Although values are subjective and thus
personal; they are also social in the sense that they are recognized by a large number of
people as characteristic of a given society. It is important to remember that values in a
society are expressed through language used as much as through behavior.
While no two persons can be said to have an identical set of values, a society in
general can be identified by a common values system. The hierarchical ordering of
values in a particular culture is reflected in the daily activities and attitudes of the
members of the social group and is often expressed through language.
When two persons of different cultures meet and interact, a set of different
reactions may be manifested and these are traceable to a clear intercultural difference.
Filipinos are very pleasant in welcoming foreigners because for them smooth
interpersonal relationship (SIR) is very important.
SIR is defined by Frank Lynch as a facility at getting along with others in such a
way as to avoid outward signs of conflict: glum or sour looks, harsh words, open
disagreement, or physical violence. It means sensitivity to what others feel at any given
moment and willingness and ability to change track to smoothen frayed nerves and
tensions.

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 With Filipinos, SIR is acquired, preserved, and restored principally by three
intermediate values, namely: pakikisama, euphemism, and the use of a go between.
Pakikisama is derived from the Tagalog root word sama, meaning “to accompany,
to go with”. It refers especially to the lauded practice of yielding to the will of the leader
or majority so as to make the group decision unanimous. For instance, at a board of
directors’ meeting, the Filipino does not openly disagree with the boss. When a group
decision is made, the Filipino either concedes with the majority or abstains from a
decision.
The use of go-between is another common means of preserving or restoring SIR.
Here it is not agreement, oblique speech, or remedial friendliness, but a third party that
is used to assuage hurt feelings or to mediate altercations. Using a go-between is not
necessarily prompted by one’s lack of confidence. It is a lot easier to have someone not
directly involved to explain matters especially when go-between can do a much better
job than oneself, especially in instances where bad, disappointing news needs to be
conveyed. SIR attained through concession, the use of a mediator, and others means, is
highly and traditionally valued in Philippine society.
Euphemisms are commonly used in Philippine society as a means of achieving
SIR especially in situations where an unpleasant truth, opinion or request needs to be
conveyed. It is an art that has long been highly regarded today. Harsh word and
insulting speech are correspondingly devalued.
Take, for instance, the case of a Filipino manager reprimanding an employee
who is always late or absent. He starts by trying to find out the cause of such tardiness
or absenteeism through to a long “feeler”. They give suggestion on how to overcome
the problems and finally shifts to a friendly inquiry on the health of the employee’s
family or some related concerns of the individual just reprimanded. The Filipino boss
thus softens the blow and reduces the anxiety and tensions inherent the situation.
Consequently SIR is maintained.
On the other hand, Americans, attain security through independence–standing
on their own feet, fighting their own battles, making their own battles, making their
own way in the world. But average Filipinos consider it good, right, and just to rely on

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group support from officemates, friends, or family. Correlated with this
interdependence is the group’s acceptance of responsibility for the individual member’s
action. The feeling of security is anchored on the in-group support.

Language
The most obvious and one most difficult obstacle to effective cross-cultural
communication is language difference. Language reflects the realities of a given culture
and affects the way its members define their experience. But language must be used as
an instrument to communicate with, and to evoke response from, persons within and
outside a given culture. Linguistic differences can create anxiety and tension between or
among individuals of differing cultures. We may say something which, we think,
sounds simple, straightforward and easy to understand; yet the other person may not
necessarily understand.
We feel that, when we use a word with a certain intended meaning, everybody
else will use it in the same way. We confidently assume that other people have the same
meanings for words that we convey. But meanings are not in words but in people. We
add or change meanings according to our experiences. English may be a global
language. But when it is spoken, it takes different culturally defined realities. Their
frame of reference and interpretations of an English word or phrase differ accordingly
to nationalities. A blowout is “a gastronomic treat” for Filipinos; for Americans, it
means “to break apart into small pieces”.
In the Philippine context, addressing behavior is tied to the hierarchy. Filipino
employees will always formally address the higher ranked individuals in the company,
“boss”, “manager”, “engineer”, “sir”. No shift is made from such addresses to first
names or nicknames even in an informal situation such as a social gathering or a sports
fest. Informal addresses are used only with peers or those of lower status. Greetings and
leave-taking are also formal with superiors and strangers.

Non-verbal Communication

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 Nonverbal communication is of equal importance because, through it, we
manage to communicate emotions, attitudes, and subtleties would otherwise be lost
were we restricted solely to a verbal system. Behaviors and actions may vary in
communicative content from culture to culture. When we communicate with someone
from another culture, we should be aware that, perhaps, some of our non-verbal acts,
which are normal and natural within our culture, may be offensive or threatening to
others from another culture.
Conversely, if we find ourselves being put off, thinking that a foreigner’s
nonverbal behavior is insulting; we must be open to the possibility that his behavior
may be conveying a different meaning from our own.

Time
There are cultural differences in people’s perception of time. People in the
Philippines, Latin America, Africa and the Middle East treat time more casually than do
Americans and Europeans who prefer promptness. To the Filipino, arriving late for an
appointment does not mean disrespect or being inconsiderate. To him, arriving late is a
manifestation of not being enthusiastic and interested. Until now, it remains socially
acceptable in the Philippines. In some cases, however, arriving late is one’s way of
reminding others of his importance in the community.
There is, too, cultural differences in the relationship of time and efficiency. For
the American boss more output within a short period of time equals efficiency; thus one
is considered efficient when he gets the expected work done on or before the deadline.
The Filipinos efficiency on the other hand, is motivated by a need for SIR and
social acceptance rather by time. The Filipino boss gets employees to be more
productive and meet deadlines by expressing friendly concern and encouragement,
giving words of praise or emphasizing group effort which is a more personalistic
approach. This strategy may be time consuming but the boss, just the same, achieves the
goal.

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Conclusion

To be effective in cross-cultural communication, managers must be aware and

must understand the impact of cultural factors on communication. Being culturally
sensitive enables them to cope with indigenous circumstances, make provisions for
cultural adjustments, and avoid ethnocentrism. They must be cognizant that even if
people speak the same language, such as English, cultural difference can alter
communication conveyed. They must, therefore, be open and flexible when working
and negotiating with those of different cultural backgrounds .Integrating cultural
differences could be enriching and rewarding for every one concerned.

Test Yourself

1. How do differences in cultural background affect the communication process?

Provide concrete examples.

2. Provide explanations of the following statements.

a. Communication is a two way process

b. Communication is also a form of sharing

c. Communication involves action and reaction

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 d. The success or failure of communication is indicated by the feedback one

gets.

e. English although a universal language is also culturally bound

3. Give a specific event in your place of work which illustrates how SIR is maintained or
not maintained as the case may be.

4. Make a summary of how language, nonverbal gestures, and concept of time affect
cross- cultural communication in your workplace.

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5. Illustrate your company communication networks to include internal and external
media. Describe the functions of, and benefit derived from every communication
network.

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