PURCOM -DANCE MODEL”Frank Dance,1967”

Communication is dynamic and non-linear

CONCEPTS OF COMMUNICATION process. Communication process starts
COMMUNICATION “communicare” to share, to very slowly in a defined and small circle.
unite, or to have things in common. Communicators share information only with
Communis “commonness” small portion of themselves on their
NATURE OF COMMUNICATION relationships. It gradually develops into next
- Communication is an essential human activity level but which will take some time to reach and
that is innate in nature. Basic activity to expand its boundaries to the next level.
understand and be understood.  TRANSACTIONAL MODEL
- An essence of man and it cannot exist without • Depicts face-to-face interaction, or “trans-
man or can man exist without it. action” as a dynamic and changeable process
• Communication is a process. that is not limited to simple definition.
• Communication occurs between two or more • Receiver and sender can play the same roles
people. simultaneously.
• Communication can be expressed through • It acknowledges both time and the ability for
words, actions, or both at the same time. the participants to accomplish two functions at
ELEMENTS OF COMMUNICATION the same time hereby making it more than just
Speaker or Source- a person trying to interactive but a continuous and always in
communicate a message. motion process.
Message- the content of your words. - ECOLOGICAL MOTION “David Foulger”
Channel- the medium used by the sender to Present communication style, system, and
send message. practice in modern society. 3 basic elements:
Receiver- the recipient of the message. the creator, the message, the consumer.
Feedback- response of the receiver. FUNCTIONS OF COMMUNICATION
Environment VERBAL COMMUNICATION
Context- consideration of the setting. both oral and written communication.
Interference- noise during the communication verbal communication as a system of symbols;
process. and verbal communication as rule-governed.
CATEGORIES OF COMMUNICATION PROCESS  A SYSTEM OF SYMBOLS
 LINEAR MODEL - oldest model of SYSMBOLS - arbitrary representations of
communication, dates back to aristotle thoughts, ideas, emotions, objects, or actions
time. Sender sends message and receiver used to encode and decode meaning.
receive it without feedback. a) Arbitrary. Words have no direct
- ARISTOTELIAN MODEL “30 BC” relationship to the objects or ideas they
Sender sends message, and the audience represent.
receives it. b) Ambiguous. Words have several possible
- LASSWELL’S COMMUNICATION MODEL meanings.
Added channel as element, developed to c) Abstract. Words are not material or
analyze mass communication. physical. Simply put. You cannot touch the
- THE SHANNON-WEAVER MODEL words; they exist in the mind.
Claude Elwood Shannon and Warren Weaver VC IS RULE-GOVERNED
Recognized the static background “NOISE” a) a. Phonology –sounds
- BERLO’S SMCR MODEL b) Semantics – meaning and interpretation
Expansion of Shannon Weaver model, each of c) Syntax – grammatical structure
the elements contain several factors affecting d) Pragmatics – how the same word can have
the flow of communication. different meanings in different Settings.
 INTERACTIVE MODEL “convergence model” FUNCTIONS OF VC
message exchange in two ways: from sender to a. Defining Reality
receiver, and from receiver to the sender. b. Organizing Complex Ideas to Categories.
- SCHRAMM’S MODEL “Wilber Schramm, 1954” c. Making Us Think
Common field whereby they share same d. Shaping our attitude to the world
experience, field of experience or the frame of  NON-VERBAL COMMUNICATION
reference. It is the process of conveying meanings without
Communication is incomplete unless and until the use of the words either written or spoken
the sender receives a feedback from recipient. including facial expressions, hand movements,
body language, postures, and gestures.
FUNCTIONS OF NON-VERBAL 3) Cultural.(The Giant Get the A’s)
1. Accenting – calling attention to a key part of Since the global society has brought change to
the message. the world,“Cultural values, habits, traditions,
2. Moderating – reducing attention, removing conventions and customs change as well.”
emphasis Dissolution of A Culture. One very common
3. Complementing – ensuring all speech is problem in globalization is that one culture can
paralleled by non-verbal communication that be so receptive with all the influences of the
aligns with what is being said. prominent cultures that it will allow its very ow
4. Substituting – replacing words with non- to fade.
verbal language. 4) Economic.(Everybody is both an
5. Contradicting – sending non-verbal message entrepreneur and a consumer)
that disagrees with what is being said It is apparent that advertisements have become
6. Regulating – indicating that you want them to widespread without the control of the
stop so you can speak (or perhaps that you government. There is no exclusivity as to the
want them to respond. consumers and sellers. Young and new
7. Repeating – liking to complementing and entrepreneurs have been sprouting which lead
accenting, but with delay between to an increasing consumerism and competition
verbal and non-verbal has also increased drastically alongside free
8. Deceiving – Using as a part of lying or deceit. trade.
INFLUENCE OF NON-VERBAL COMM. DIMENSIONS OF COMMUNICATION
 CULTURE. Facial expression, context, eye  CULTURAL
contact, formality, touch.  SOCIAL
 GENDER.  POLITICAL
COMMUNICATION & GLOBALIZATION  ECONOMIC
Trend. Today the trend of communication has CULTURE AROUND THE WORLD
become closely associated with fashion and at SEMANTIC- Words mean different things to
times even becomes a craze. different people, particularly people from
Form.The most common form of different national cultures.
communication is the digital form. CONNOTATION- Words imply different things in
Purpose.The digital platforms have provided different languages
avenues for marketing, art exhibit, production, TONE DIFFERENCES- tone changes depending
research and personal glamour. on context.
Globalization is both a phenomenon and an CULTURALLY APPROPRIATE SENSITIVITY TO
experiental process of uniting the world into COMMUNICATION
one by breaking physical and social boundaries.  Gender Communication Difference
An Inevitable Phenomenon. It is considered a  Eye Contact/Gaze
happening that man has difficulty or no control  Facial Expression
at all.  Gestures
An Experiental Process. As we experience  Touch
connection with people, we somehow change in  Posture
our beliefs and in our emotions.  Time
IMPACTS OF COMMUNICATION  Smell
1) Geographical (Borderless Land) Varieties and Registers of Spoken and Written
We speak of the absence of restriction of Language.
boundaries among nations in terms of Variety- defined as a set of linguistic terms with
communication and connection. However, the similar social distributions.
problems that hinder geographical connection Language- collective utterance of a particular
include time difference and virtual interactions. group of people occupying a particular
2) Social.(No Man Is an Island on theWeb) geography and sharing the same social and
In this virtual world, a person cannot be alone; cultural experience,
he is always with others as long the needed Dialect- a localized version of a language.
technology is present. In socializing with others, Regional Dialect- language variety used in a
Ingram (2018) identified two important geographical region.
problems, the awareness of body language and Social Dialect- refers to dialect used by social
the awareness of speech. group (gender,age, ethnic group)
REGISTERS
Formal, Informal, Neutral
EVALUATING TEXT MESSAGES AND OR IMAGES Messages help to shape the perception you
OF DIFFERENT TYPE OF TEXTS want to have in your target audiences’ minds,
providing context and forging an emotional
TEXT- a process of sending and receiving brief connection. Great messages are simple, short,
messages by phone. and memorable, and speak to the heart and
TYPE OF TEXTS then to the mind.
 Instructive Text
 Descriptive Text
 Informative Text
 Persuasive Text
TYPE OF MESSAGES
 SYMBOL
 SIGN
 AUTHENTIC TEXT
 WRITTEN TEXTS
WAYS OF CLARIFYING TEXT MESSAGES
 SIMPLICITY
 SPECIFY
 STRUCTURE
 STICKINESS
HOW TO EVALUATE TEXT MESSAGES
Evaluation allows the writer to inform the
audience about good or bad qualities of a text
or other medium being evaluated.
CULTURE, AGE, GENDER, RELIGION

GUIDELINES ON EVALUATING AND

UNDERSTANDING IMAGES
Content Analysis- what u see, message of image.
Visual Analysis- meanings are conveyed by
design choices.
Contextual Information- information in the
image.
Image Source
Technical Quality

MULTIMODAL MESSAGES
MEDIUM (media plural form)
Channels of general communication,
information or entertainment in society. Used
to store or deliver information or data.
DIGITAL MEDIA
Comprise of intricately encoded signals that are
transmitted over various forms of physical and
virtual media.
Multimodal Text- a form of communication that
involves more than one mode.
FACTORS THAT MAY AFFECT THE CULTURAL
SENSITIVITY OF A BUSINESS
CULTURE- includes political, history, faith,
mentality, behaviour and lifestyle.
LANGUAGE- can caused great embarrassment
due to lack of cultural sensitivity.