Chapter 1

Communication Processes,
Principles, and Ethics
COMMUNICATION
DEFINING COMMUNICATION
What is Communication?
● Communication came from the Latin word “communicare,” which
means to share or to make familiar.
● It can be VERBAL or NON-VERBAL.
● It is a two-way process.
○ It is the exchange of thoughts, messages or information, by speech,
writing, signals, or behavior between a sender and a receiver.
What is Communication?
● Theo Haiman stated that “Communication means the process of passing
information and understanding from one person to another.”
● In doing communication, it is the sender’s responsibility to deliver the
message effectively, and as for the receiver, it is his responsibility to
interpret the message correctly.
● Communication is not merely transmitting the message to another;
instead, it involves correct interpretation and the same understanding of
the message between the sender and receiver, resulting in successful
communication.
What is Purposive Communication?
● Purposive communication is a form of communication that takes place within
a specific context. The context may refer to different aspects such as:
○ setting or environment (school, office, market, community)
○ social relations (colleagues, classmates, friends, family);
○ scenes, it includes the place, time, and occasion (business meeting, job
interview, social gathering); and
○ culture (norms, values, beliefs, traditions)
● It is vital to consider contexts in our communication acts, as they may affect
sending and receiving messages.
COMMUNICATION PROCESS
How does the communication happen?
● Communication is the process of transmitting information and common
understanding from one person to another (Lunenburg, 2010).
● Effective communication leads to a common understanding of the
people involved in the action.
● This action consists of the process from the sender going to the receiver.
Shannon-Weaver Model of Communication
● This model was made in 1948 by Claude Shannon, an American
Mathematician and an Electronics Engineer, together with Warren
Weaver, an American Mathematician.
● It is a linear model of communication that provides a framework on
how messages are sent and received.
● It is best known for its ability to explain how messages can be mixed up
and misinterpreted in the process of sending and receiving the
message.
Founder of Shannon-Weaver Model of Communication

Claude Shannon Warren Weaver

Component 1: SENDER
● The starter or the source of the idea, and it is also called as information
source of communicator.
● The sender of the message could be an individual, group, or
organization. This source is initially responsible for the success of
communication.
● The source will begin the process by choosing the message to send, the
receiver of the message, and the channel to use in delivering the
message.
● The sender’s credibility is necessary since people will be more likely to
accept or reject the message depending on the sender’s credibility.
Component 2: ENCODING
● An encoder is also called a transmitter which encodes the message
into signals.
● Encoding is the process of selecting words and transforming ideas
into a communicable message.
● For the message to be received, the information source must first
encode it in a form that the receiver can understand and then
transmit.
Component 3: CHANNEL
● Channel or medium refers to the means used to deliver the message, and
it can either be oral or written. According to Drew (2019), the
communication channel is the infrastructure that gets information from
the sender and transmitter going to the decoder and receiver.
● The choice of channel to use depends on the availability, practicality, and
impact on the receiver.
● If the communication happens face-to-face, the channel used is the
sound waves from our voice that carry the sound from the sender’s
mouth to the receiver’s ear.
Component 3: CHANNEL
Component 4: NOISE
● Noise refers to any interference that disrupts communication. It
hinders the receiver from getting the message from the sender or vice
versa.
○ Internal noise is the distraction inside the brain; therefore, it is not

visible. Internal noise occurs when a person is trying to speak then

suddenly loses sight of what to say.
○ External noise is any distractions out a person’s body and is visible.

External noise is hard and impossible to control since it is

everywhere, and it causes distraction to the act of communication.
Component 5: DECODING
● A decoder also refers to a receptor in which it decodes or
reconstructs the message from the signal.
● The process of translating the message is called decoding, and the
receiver does this.
● In this process, the receiver must first receive the message from the
sender and then decode or interpret it; in this way, the receiver could
comprehend the information given.
Component 6: RECEIVER
● The receiver could be an individual, group, or organization to whom the
message is intended, and they are also called interpreters.
● The receiver of the message must be a good listener and should have good
comprehension skills.
● The attitudes, experiences, skills, perceptions, knowledge, and culture of
the receiver can affect the interpretation of the message.
● The sender and the receiver should be objective in delivering and
interpreting the content and avoid biases.
Component 7: FEEDBACK
● Norbert Weiner decided to incorporate feedback on the communication process
model so as for the sender to know if the receiver received the message.
● Feedback happens when the receiver responds to the message received from the
sender.
○ There are three forms of feedback – reply (if written or printed), response (if
oral or face to face), and reaction (if gestures).
● Feedback can either be positive or negative depending on the kind of message
relayed and how it is communicated and interpreted.
● It is essential to know the feedback of the receiver or audience so that the sender
of the message can make necessary clarifications on the message.
Example:

Ms. Yu Ri is the instructor for the Purposive Communication class,

and she will discuss the lesson with her BSCE students. The

discussion will be via Zoom Meeting using her laptop and internet

connection.
SENDER ENCODING CHANNEL DECODING RECEIVER

NOISE

FEEDBACK

WORD BOX:
Feedback Encoding Noise Decoding
Receiver Channel Sender
EXERCISE 1 - QUESTIONS:
● Based on the ideas and concepts presented on the diagram, what is your definition of
communication?
● In your perspective, why is the study of communication relevant to your life and to your
future profession? Cite specific example of its significance.
● Do you agree that communication is something that does not have a definite end? Support
your answer.
● As a sender or receiver of a message, what is it that you need to develop further? How can
you improve on these areas?
PRINCIPLES OF COMMUNICATION
What are the Principles of Communication?

● When there is no mistake in interpretation, and the sender gets the correct
feedback, communication can be termed effective.
● Communicators should follow the principles to have effective communication,
and these principles are applicable in both oral and written communication.
● These principles of effective communication are also known as the 7 C’s of
effective communication.
1. Courtesy/Consideration
● Courtesy means being aware of other’s feelings, and another term for
courtesy is politeness.
● In communication, people must choose polite words and tones as it is
another way of showing respect to the receiver of the message. Courtesy in
communication stems from the “you-attitude,” which means putting your
receiver’s need first.
○ In doing this principle, senders should be considerate. This is the reason
why courtesy and consideration are intertwined.
1. Courtesy/Consideration
● Consideration takes place in communication by knowing the viewpoints of
the audience, their background, education level, mindset, etc.
○ In this case, the sender should place himself in the shoes of the receiver.
● The sender should also be sensitive and sincere, use respectful and non-
discriminatory expressions, and show optimism towards the receiver. In this
way, the communication will be effective.
2. Clarity
● Clarity implies in two forms:
○ First, the purpose of the message must be clear to the sender and the

receiver.
○ Second, clarity involves using appropriate language, grammar,

pronunciation, sentence construction, and delivery.

■ It is essential to use simple language and familiar words, which are

often used in conversation. In this way, the sender and the receiver
will understand one another.
2. Clarity
● In communicating with others, avoid stating too many points
in one message to avoid confusion.
● Complete clarity of thoughts and ideas will enhance the
essence of the message and will make it more understandable.
3. Correctness

● All information should be authentic.

● In this principle, the sender should also have comprehensive
knowledge about the receiver of the message.
○ Information such as level of expertise, background, and status
of the decoder help the encoder in formulating the message.
● It also includes the correct grammar, spelling, pronunciation, and
the correct information about the receiver of the message.
4. Concreteness
● Concreteness in communication means being particular, definite,
and vivid rather than vague and broad.
● In everyday communication, people should use denotative rather
than connotative words.
● The sender should be specific with the topic and terms as well as the
language.
● The sender should support the message with facts, figures, and
words that are clear.
5. Credibility
● The credibility of the sender is vital in communication or delivering
information to the audience. The receivers may easily believe with
message if the sender is indeed credible.
● People cannot establish its’ credibility with just one statement; it is a
long process. There should be constant communication with the
receiver, and the sender should be honest and truthful with the
statement.
6. Completeness and Consistency
● The message is considered complete if it contains all the facts and
details that receivers should receive.
● People differ in terms of mental filters.
○ The interpretation of the message can be influenced by the
background, viewpoints, needs, attitudes, emotions,
experiences, and culture that the receiver has.
6. Completeness and Consistency
● Since the sender and the receiver differs with mental filters, they
may have different interpretation with the message.
● The sender needs to compose the message through the receiver's
perspective to ensure that all the necessary facts and information
are included.
6. Completeness and Consistency
● In order to deliver a complete message, communicators should follow
the following guidelines:
○ Provide all the necessary information
■ It is helpful to answer the 5W1H Questions (Who, What, Where,
When, Why, and How Questions). It is useful in writing
requests, announcements, or other informative messages.
6. Completeness and Consistency
○ Answer all the questions asked
■ The sender of the message should try to answer all the questions and
provide a specific answer. If the answer is unfavorable, the sender
should explain it carefully to the receiver.
○ Give something extra when desirable.
■ Giving extra information to the receiver of the message is an excellent
way to engage in conversation, only if there is a need to provide
additional information.
6. Completeness and Consistency
● Consistency in communication is applicable in terms of the approaches
that we are using.
● Being inconsistent could lead to confusion on the part of the receiver.
● If the sender wants to change his standpoint, he may do it gradually and
explain it well to the receiver to avoid confusion.
7. Conciseness
● Conciseness means brief.
● The sender should avoid lengthy messages to avoid information
overload, which may lead to overwhelming the receiver.
● Conciseness is ‘saying what needs to be said in as few words as
possible”.
● Conciseness is also a way to emphasize the main point of the statement
as it reduces unnecessary words.
7. Conciseness
● In order to achieve conciseness, we may follow the suggestions below:
○ Eliminate wordy expressions
■ Communicators may avoid wordiness by removing unnecessary
words. We may use single word substitutes instead of phrases,
replacing lengthy conventional statements with concise versions,
preventing overuse of phrases, omitting "which" and "that"
clauses, and limiting the use of passive voice.
7. Conciseness
● In order to achieve conciseness, we may follow the suggestions below:
○ Include only relevant material
■ Avoiding wordy expressions is not the only way to make the message
concise but also to remove irrelevant information. Stick to the
purpose of the message.
● Delete unrelated words and rambling sentences.
● Omit information evident to the receiver.
● Avoid lengthy introductions, unnecessary explanations,
excessive adjectives, etc.
● Get to the vital point tactfully and concisely.
7. Conciseness
● In order to achieve conciseness, we may follow the suggestions below:
○ Avoid unnecessary repetition
■ Repetition is one way to emphasize essential points in a statement,
but unnecessary repetition makes the message dull.
● Use a shorter name after you have mentioned the longer one
once.
● Use pronouns or initials rather than repeat long names.
● Combine two or more sentences by using subordinate clauses or
phrases.
 Seven C’s of Communication
C’s Relevance
Courtesy and Consideration Improves relationships
Clarity Make comprehension better
Credibility Builds trust
Correctness Builds confidence
Completeness and Consistency Introduces stability
Concreteness Reinforces confidence
Conciseness Saves time
ETHICS IN COMMUNICATION
What is Ethics in Communication?
● The term ethics comes from the Greek word Ethos, which means custom,
habit, character or outlook.
● People from different cultures vary in their moral philosophies, but people in
general expect to be treated with dignity, fairness, respect or with basic
courtesy in their communication encounters.
● Regardless of an individual’s moral principle, ethics in communication can take
a universal approach, which can be displayed in several ways.
Ethical Considerations in Communication
● Adhering to the golden rule or the platinum rule.
○ The golden rule asserts to always treat others in the same way you want
to be treated while the platinum rule according to Bennett (1980) stresses
on treating others the way they wish to be treated.
○ Ethical communicators address people of other cultures with the same
respect that they would like to receive themselves, (Jandt, 2013:37).
Ethical Considerations in Communication
● Considering the feelings of the receiver.
○ Humans are not only cognitive but also emotional beings. If we are
less careful with our words, tone, and non-verbal gestures, people
could be negatively affected.
○ To be ethical in communicating with others, it will be best to
maintain tact and diplomacy in our communications.
Ethical Considerations in Communication
● Acknowledging the source of idea and information.
○ Sources of ideas and information should be acknowledged
appropriately at all times. It is unethical and unlawful for someone
to convey other people’s intellectual property without recognizing
the author’s names or organizations.
Ethical Considerations in Communication
● Speaking the truth.
○ This is a universal rule. Unfortunately, there are also those who (for
whatever reason) seem to enjoy propagating falsehood. Take for
instance the abundance of fake news or what others call
alternative facts in the Internet. Obviously, this is a violation of
communication ethics and should be stopped by all means.
End of Chapter 1