Purposive Communication

is about writing, speaking and presenting to different audiences and for various purposes

COMMUNICATION
- Is a process of exchanging ideas between two or more persons.

- The act or process of using words, sounds, signs, or behaviors to express or exchange information
or to express your ideas, thoughts, feelings, etc., to someone else

- A process by which information is exchanged between individuals through a common system of symbols,
signs, or behavior .

Communication is:
• Reciprocal
- because we cannot separate communicators into sender and receiver.
• Process
-because it keeps on “evolving and changing”.
• involves creating and sharing of meaning.
- Communication is important to everyone - on how we can give and
receive information and convey our ideas and opinions with those around us.

- Communication is a two-way street.

- Communication is the interaction of words from a society and thus gives

pleasure and an increased understanding of life.

- We belong to the era where opportunities for communication is rampant.

We can reach people from different places through cellular phones, videos,
computers and fax machines. Apparently, communication is extremely
important so we have to use it effectively.
The Nature of Communication
- We, humans, are naturally social being, we feel an intense need to express
our thoughts, feelings, aspirations, doubts, questions, and fears. It is our ability
to communicate that makes us different from all other living things. This is our
instrument for human interaction.

- Communication - is derived from the Latin word “common,” which means,

“belonging to many” and “communico”-to confer with others. - It is the mutual
exchange of information, ideas and understanding by any effective means. - a
process by which people send messages or exchange ideas or thoughts
with one another in a verbal or non-verbal manner.
Principles and Characteristics of Communication
1. Communication is a Schemata-driven Communication begins within yourself; you begin with what you have
already stocked in your brain or with what you have already known or understood about the subject matter of the
communicative act. Transmitted messages become understandable or meaningful because of your innate or old
knowledge about the messages. The theory states that all knowledge/data is organized into units. Each unit is a
schema. Within each schema information is stored – this information can pertain to anything.

2. Communication is an interpretative act. - The only person who knows the exact or full meaning of the message
transmitted is the sender or speaker. Being the creator or source of the ideas, he/she has the absolute knowledge
about his message. It is called interpretative act because the role of the receiver or listener is just to interpret, infer, or
guess the meaning of things appealing to his sense of hearing. The sender has the absolute knowledge about his/her
message therefore the role of the receiver is just to interpret, infer, or guess the meaning of things appealing to his
sense of hearing

3. Communication does not guarantee a direct or automatic link between two minds. These forms of knowledge
become meaningful only to others when you initiate communication with them.
4. Communication is active, powerful, or forceful - Communication is generally taken as an active
message, because it has varied effects on all participants in any communicative event. It engages
speakers and listeners in action of giving and receiving information. - Communication is powerful and
forceful for it elicits different meanings or reactions, these messages are prone to changes. Subjected to
the changeable and continued existence of the world, communication is dynamic (A process or
system characterized by constant change) as life that goes on and on like a river. Nothing remains
permanent or fixed in the world of communication. • It is active because it engages speakers and listeners
in action of giving and receiving information. • It is powerful and forceful for it elicits different meanings or
reactions

5. Communication is symbolic. - Symbols, signs, or marks like letters, words, sentences, graphs, pictures
and other concrete objects represent or stand for ideas that you intend to convey verbally. For non-verbal
communication, you resort to bodily actions (gestures, eye movements, posture, facial expressions) voice
quality, space and time elements to stand for the ideas you want to express.

6. Communication always results in something. It refers to two or more persons participate in any
communicative act. The first, expresses or sends a message; the second, responds or reacts to the
message. It is impossible for any person communicating not to get any response or reaction at all from
his listeners
7. Communication is irreversible. You are free to talk about anything under the sun. But once you utter
something, the things you have said remains as it is susceptible to different interpretations or
meanings.

8. Communication is contextual. An exchange of views, ideas, or feelings doesn’t only involve the sender
and the receiver, but also other aspects of the communication setting like time, place, topic, occasion,
purpose, and manner of communication. Communication also takes into consideration the time,
place, topic, occasion, purpose and manner of communication.

9. Communication is developmental or progressive. To communicate ideas is to go through the different

stages of language learning that begins from birth to elementary, high school, and college levels. It is not
a one-time learning towards communicative competence.
10. Communication is a process. Several stages of communication take place when people exchange or
share ideas with one another. Each stage involves elements with different functions.

11. Communication is ethical. Any communication event is expected to apply rules, moral values, and
beliefs agreed upon by societal members. Guided by these standards determined by the cultural group
you belong to, your communication becomes ethical, good or desirable.

12. Communication is influenced by media and technology You are in the era of knowledge explosion or
modern technology. This period is characterized by an instant global exchange of knowledge,
services and technology. - use with great deal of caution Using modern electronic communication
devices, an exchange of ideas occurs just in seconds or minutes regardless of the distance between or
among the participants. With the speedy turn out of varied modern media and devices of
communication like the e-mail, cellphone, web cam, internet and other computer-run gadgets, you now
find interaction with anyone in any corner of the world easily and quickly.
Elements of Communication
1. SENDER/ENCODER, decides on the message to be sent and the best/most effective way that it can be sent. All of
these are done bearing the receiver in mind. In a word, it is the sender’s job to conceptualize. The sender
may want to ask him/herself questions like: What words will I use? Do I need signs or pictures?
2. MEDIUM is the immediate form which a message takes. For example, a message may be communicated in the
form of a letter or an email or face to face in the form of a speech.
3. CHANNEL (Agent) is responsible for the delivery of the chosen message form. For example: post office, internet,
television and radio.
4. RECEIVER or the decoder is responsible for extracting/decoding meaning from the message. The receiver
is also responsible for providing feedback to the sender. In a word, it is his/her job to INTERPRET.
5. FEEDBACK is important as it determines whether or not the decoder grasped the intended meaning and
whether communication was successful.
6. CONTEXT Communication does not take place in a vacuum. The context of any communication act is the
environment surrounding it. This includes, among other things, place, time, event, setting, and attitudes of
sender and receiver.
7. NOISE (also called interference) Noise is any factor that inhibits the transmission of a message. It is anything that
gets in the way of the message being accurately received, interpreted and responded to. Noise may be internal or
external. A student worrying about an incomplete assignment may not be attentive in class (internal noise) or the
sounds of heavy rain on a galvanized roof may inhibit the reading of a storybook to second graders (external
noise).

The communication process is dynamic, continuous, irreversible, and contextual. It is not possible to participate in any
element of the process without acknowledging the existence and functioning of the other elements.
2 Types of Noise: Internal Noise = physiological & psychological External Noise
/Levels of communication
 Models of Communication
Linear model of communication Interactive model of communication

1.Aristotle’s model of communication

2.Laswell’s model
3.The Shannon-Weaver model
1.The Osgood-Schramm model
4.Berlo’s S-M-C-R model
2.The Westley and Maclean model
Transaction model of communication

1.Barnlund’s transactional model

2.Dance’s helical model
 VARIOUS MODEL OF COMMUNICATION
the speaker plays a key role in communication. He is the
● Aristotle Model of Communication one who takes complete charge of the communication. -
The sender first prepares a content which he does by
carefully putting his thoughts in words with an objective of
influencing the listeners or the recipients, who would then
respond in the sender’s desired way. - The model says
that the speaker communicates in such a way that the
listeners get influenced and respond accordingly. the
widely accepted and the most common model of
communication where the sender sends the information or
a message to the receivers to influence them and make
them respond and act accordingly.

Aristotle identified three elements that improve communication:

•Ethos — defines the credibility of the speaker. Speaker gains
Aristotle model of communication is the golden rule to excel credibility, authority, and power by being an expert in a field of
in public speaking, seminars, lectures where the sender their choice.
makes his point clear by designing an impressive content,
passing on the message to the second part and they simply
•Pathos — connects the speaker with the audience through
respond accordingly. Here the sender is the active member different emotions (anger, sadness, happiness, etc.)
and the receiver is passive one. •Logos — an important element that signifies logic. It is not
enough for the speech to be interesting — it needs to follow the
rules of logic.
According to this model, communication is the transmission of a message with the effect as the result.
The effect is the measurable and obvious change in the receiver of the message, that is caused by the elements of
communication. If any of the elements change, the effect also changes.
Laswell’s model aims to answer the following 5 important questions regarding its elements:
1.Who created the message?
2.What did they say?
3.What channel did they use (TV, radio, blog)?
4.To whom did they say it?
5.What effect did it have on the receiver?
The answers to these questions offer us the main components of this model:
•Communicator
•Message
•Medium
•Audience/Receiver
Shannon and Weaver were the first to introduce the role
of noise in the communication process.

the principle of feedback was added to the updated

version, so the model provided a more truthful
representation of human interaction. The concept
of feedback was derived from the studies of Norbert
Wiener, the so-called father of cybernetics.
Simply put, feedback is the transfer of the receiver’s
reaction back to the sender.
It allows the speaker to modify their performance to the
reaction of an audience.
 •Social system — Moving on to the fourth element on the
list — the social system. The source should be familiar
with the social system in which the communication
process takes place. That would help the source not to
offend anyone.
•Culture — Last but not least, culture. To achieve
effective communication, the source needs to be
acquainted with the culture in which the communication
encounter is taking place. This is especially important
for cross-cultural communication.

The message
The speaker creates the message when they transform their
thoughts into words.
Here are the key factors of the message:
So, how does the sender transfer the information to the receiver? •Content — Simply put, this is the script of the conversation.
•Elements — Speech alone is not enough for the message to
•Communication skills — First and foremost, the source needs good be fully understood. That is why other elements have to be
communication skills to ensure the communication will be effective. The taken into account: gestures, body language, facial
speaker should know when to pause, what to repeat, how to pronounce expressions, etc.
a word, etc. •Treatment — the way the source treats the message. They
•Attitude — Secondly, the source needs the right attitude. Without it, have to be aware of the importance of the message so that
not even a great speaker would ever emerge as a winner. The source they can convey it appropriately.
•Structure — The source has to properly structure the
needs to make a lasting impression on the receiver(s).
message to ensure the receiver will understand it correctly.
•Knowledge — The third element on our list is knowledge. Here, •Code — All the elements, verbal and nonverbal, need to be
knowledge does not refer to educational qualifications. It refers to the accurate if you do not want your message to get distorted and
clarity of the information which the source wants to transfer to the misinterpreted.
receiver.
The channel
To get from the source to the receiver, the message goes through the channel.
All our senses are the channels that help us communicate with one another.
Our sense of hearing lets us know that someone is speaking to us.
Through our sense of taste, we gather information about the spiciness of a sauce we are eating.
Our sense of sight allows us to decipher traffic signs while driving.
We decide whether we like a certain perfume or not by smelling it.
By touching the water we feel whether it is too cold for a swim.
The receiver
A receiver is a person the source is speaking to — the destination of the conveyed message.
To understand the message, the receiver should entail the same elements as the source. They
should have similar communication skills, attitudes, and knowledge, and be acquainted with the
social system and culture in which they communicate.
As more dynamic models, interactive models of communication refer to two-way communication with feedback.
However, feedback is not simultaneous, but rather slow and indirect.
Interactive models are used in internet-based and mediated communication (telephone conversations, letters,
etc.).
Let’s take a look at the main elements of these models:
•Sender
•Message
•Receiver
•Feedback
•Field of experience
This model is useful for describing interpersonal, synchronous communication, but less suitable for cases with little or no
feedback.
The Osgood-Schramm model is a circular model of communication, in which messages go in two directions.
There are four principles in this model:
1.Communication is circular— individuals involved in the communication process are changing their roles as encoders and
decoders.
2.Communication is equal and reciprocal— both parties are equally engaged as encoders and decoders.
3.The message requires interpretation— the information needs to be properly interpreted to be understood.
4.There are three steps in the process of communication:
•Encoding
•Decoding
•Interpreting
In this model, there is no difference between a sender and a receiver. Both parties are equally encoding and decoding the
messages. The interpreter is a person trying to understand the message.
Furthermore, this model shows that information is of no use until it is put into words and conveyed to other people.
The Westley and Maclean model is primarily
used for explaining mass communication.
This model introduces environmental and
cultural factors to the process of
communication. Namely, according to this
model, the communication process does not
start with the source/sender, but rather with
environmental factors.
The Westley and Maclean model also takes
into account the object of the
orientation (background, culture, and beliefs)
of the sender and the receiver of messages.
The very process of communication starts This model consists of nine crucial components:
1.Environment (X)
with environmental factors which influence
2.Sensory experience (X¹)
the speaker — the culture or society the 3.Source/Sender (A)
speaker lives in, whether the speaker is in a 4.The object of the orientation of the source (X²)
public or private space, etc. 5.Receiver (B)
Aside from that, the role of feedback is also 6.The object of the orientation of the receiver (X³)
significant. 7.Feedback (F)
8.Gatekeepers (C)
9.Opinion leaders
Transactional models are the most
dynamic communication models.
Their key components are:
•Encoding
•Decoding
•Communicators
•The message
•The channel
•Noise
In these models, communication is
viewed as a transaction, meaning
that it is a cooperative process in
which communicators (a new term In other words, communicators create shared meaning in
for senders and receivers, which first a dynamic process.
appears in these models) co-create Aside from that, transactional models show that we do not
the process of communication, just exchange information during our interactions, but create
thereby influencing its outcome and relationships, form cross-cultural bonds, and shape our
effectiveness. opinions. These models also introduced the roles of social,
relational, and cultural context.

Moreover, these models acknowledge that there are

barriers to effective communication — noise.
 Barnlund’s Transactional Model explores
interpersonal, immediate-feedback
communication, and is a multi-layered feedback
system.
That means that the sender and the receiver
change their places and are equally important.
Feedback for the sender is the reply for the
receiver, and both communicators provide
feedback.
At the same time, both sender and receiver are
responsible for the communication’s effect and
effectiveness.
The main components of Barnlund’s Transactional Model
are:
•Encoding All these cues, as well as the environment, and noise, are
•Decoding part of the message. Each communicator’s reaction
•Communicators depends on their background, experiences, attitudes, and
•The message (including the cues, environment, noise), and
•The channel
beliefs.
This model accentuates the role of cues in impacting our Examples of Barnlund’s Model of communication include:
messages. So, Barnlund differentiates between: •Face-to-face interactions,
•Public cues (environmental cues), •Chat sessions,
•Private cues (person’s personal thoughts and background), •Telephone conversations,
and •Meetings, etc.
•Behavioral cues (person’s behavior, that can be verbal and
nonverbal).
According to Dance’s Helical Model,
communication is seen as a circular process that
gets more and more complex as communication
progresses.
That is why it is represented by a helical spiral.
With every cycle of communication, we expand
our circle, and each communication encounter is
different from the previous one because
communication never repeats itself.
Additionally, in the process of communication,
the feedback we get from the other party involved
influences our next statement and we become
more knowledgeable with every new cycle.
Functions of Communication
1. Informative Function
One of the basic communication functions is to provide information. Communication is also used as a medium of expression in social organizations.
Human activities are dependent on being communicative and using proper language and speech to communicate your feelings and ideas with other
people
Informative communication helps to promote the products of an organization in the consumer market, inform the public about new products and act as
an official statement from the company.
2. Instructive Function
Human activities are dependent to a great extent on interactions and communication. Instructive communication is about providing essential
instructions so that people can make informed choices.
This type of communication is most common in the military, family, schools, colleges and business where a hierarchical order is followed to instruct
and command subordinates and complete the given tasks. The Instructive communication provides information about the workplace environment and
helps an employee in molding his opinions and decisions to safeguard their interest and suit the organizational culture
3. Persuasive Function
In normal life, people take the help of persuasive communication to change the attitude of other people and sway them towards their way of thinking.
Persuasive communication helps managers and leaders in an organization to influence the opinion and decisions of other workforce, clients and
customers. They share vital information, views, new ideas and techniques that persuade other people in proving a point, accepting their claim and work
accordingly.
The communicative goal of an organization is to bring its workforce together and build interpersonal relationships so that everyone can work
harmoniously in the workplace. Persuasive communication makes sure that the flow of information is smooth and has resulted in better understanding
between the workers.
4. Motivation Function
The Motivation communication function uses a person’s desire to communicate to motivate them in coming out of their shell. Goal formation, feedback
and reward are necessary tools to stimulate motivation The motivational communication model in business organizations is used by people in
management and leadership roles to boost employee confidence. It is quite useful in enticing people to take a step further for their betterment. This leads
to improved efficiency and productivity and helps both the employees and the organization to reach their goals and objectives.
5. Aesthetic Function
Aesthetic communication helps in fulfilling social needs as it becomes easy to display emotional expression, frustration and satisfaction.
The Aesthetic function of communication takes the help of language and art form to give a realistic presentation of the subject matter and explain the
conceptual meaning. Verbal expressions and art forms are used to explore innovation, development and creativity.
This function of communication is used to boost social routines and cultural development. In daily life, it helps an individual to interpret and understand the
information that is conveyed between people, in the media and cultural life
6. Therapeutic Function / Emotional Expression
Therapeutic Function is one of the most important functions of the communication process that helps to improve the emotional well-being of a person.
7. Regulation / Control
The Regulation/Control functions of communication show how people use interactions to control the behavior of other people.
In personal life, parents use it to reprimand their child in case of any mischief or out-of-the-way behavior. A teacher uses regulation and control to inspire
a child and guide him towards better conduct
In the workplace, the Regulations and Control functions of communication are used by management to maintain control over their employees and direct
their efforts to better channels. They are encouraged to learn new skills, incorporate good values, gain advanced knowledge and develop competencies
along with a positive attitude and behavior.
8. Social Interaction
One of the functions of communication is to help in social interactions. Starting a conversation with other people, greeting them cordially, establishing
warm relationships and even ending a relationship with grace is part of social interaction in daily life
https://www.youtube.com/watch?v=ZjtsWvqniRg
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•Fiske, J. (2011). Introduction to communication studies. Routledge.
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_Misconceptions
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 NCA CREDO FOR ETHICAL COMMUNICATION (APPROVED BY THE NCA
LEGISLATIVE COUNCIL, NOVEMBER 1999)
Ethical communication is fundamental to responsible thinking, decision making, and the development of
relationships and communities within and across contexts, cultures, channels, and media. Moreover, ethical
communication enhances human worth and dignity by fostering truthfulness, fairness, responsibility, personal
integrity, and respect for self and others.

1. WE ADVOCATE TRUTHFULNESS, ACCURACY, HONESTY, AND REASON AS

ESSENTIAL TO THE INTEGRITY OF COMMUNICATION.

• Honesty NOTE: What we say or how we say it and how we respond can make or break trust. While ethical
communication, it should be honest and straight forward
• Fact-based/Accuracy NOTE: As an ethical communicator, you should concern with verifying information
because accuracy matters.
• Truthfulness NOTE: Without facts being reliable they are more likely to do harm or create injustice. It
closely related to clear thinking

NOTE: This principle of communication ethic is advocating truthfulness, accuracy, honesty and reason.
Reason is something you are giving with support. When you give reason, it should be supported with
evidence, documents, and so on. The reason plays an important role because it establishes the integrity of
communication. If you’re a person who lost his/her credibility, it would be very hard for people to believe you.
It promotes truthfulness, accuracy, honesty and reason as essential to the integrity of the communication.
IMPORTANCE
• To prevent any misunderstandings
NOTE: It prevents miscommunication. When you are careful in your words while
addressing the
audience; it lessens the chances of misunderstanding between what you have
spoken and what they
have understood
• It enhances human worth and dignity and one will gain trust
NOTE: By fostering responsibility, personal integrity and respect for self and
others. When you
communicate, you try to develop relationship or trust with your audience.
• For the maintenance of good human relationship communication and expect the
same of others.
NOTE: Good communication build positive relationship
 2.WE ENDORSE FREEDOM OF EXPRESSION, DIVERSITY OF PERSPECTIVE, AND
TOLERANCE OF DISSENT TO ACHIEVE THE INFORMED AND RESPONSIBLE
DECISION-MAKING FUNDAMENTAL TO A CIVIL SOCIETY.

• The principle means that the right of free speech is linked to freedom of peacefully disagree
not just with one another, but also with the government.

NOTE: “freedom of expression” - We all have the rights to express each and everyone’s
opinion nor the reaction we made while we are expressing it because it’s our opinion, but it
will tell us how to respect, or view and how you understand that situation. We have rights to
give opinions and views if it is necessary.

NOTE: “diversity of perspective, and tolerance of dissent to achieve the informed and
responsible decision making” - we all have different perspective with each other so we should
how to respect other thought and ideas they are expressing. We shouldn’t tolerate someone
who is expressing false accusation. We should seek authorized documents.
• In another section of this topic, we'll go on deeper into the legal background of freedom of
expression.
• We'll just note that the right of freedom of expression and the right of each perspective are
both legal context of expression
NOTE: This principle tells that before we come up with certain decisions, we must be ready to
hear
different perspective. You must be prepared to listen to everyone. “Tolerance of dissent” -
meaning
no matter how disagreeable they are it’s our responsibility to listen to them because it would be
very important when we come up a decision. We always must endorse that freedom for others
to express themselves to speak out before we have can come up with good decision. It’s very
beneficial not just for us individual but also for the society that we are living in. EX: (1) Before
they turn it into a law, it undergoes several readings and it listens to different people’s opinion
and stand. (2) As a family, you are going to make decision after you discuss the pros and cons of
a certain problem; then that decision can be very well thought of.
IMPORTANCE
• It gives you the right to speak your mind freely on important issues in our society that can
help to empower other people and give inspiration to others.
NOTE: words are powerful since it may have negative and positive impact
• It allows people to share information, express beliefs, and emotions about different issues
without interference by the public authority, but there are restrictions

NOTE: It is important to know our limitation. We shouldn’t use violence or other wrong things to
harm other people who doesn’t have the same beliefs as ours instead we should correct them
properly
 3.WE STRIVE TO UNDERSTAND AND RESPECT OTHER COMMUNICATORS BEFORE
EVALUATING AND RESPONDING TO THEIR MESSAGES.
NOTE: This principle tells us that we need to make effort in understanding and always respect
others before giving a reaction.

NOTE: This principle is expressing the value of understanding and respecting other because
nowadays in social media, it’s very difficult for people to have a peaceful conversation with each
other’s specially if they different beliefs. So, what happen is they just react without even trying to
come up with meaningful response to what was being said. If you’re going to communicate with
others you must learn to listen and if you listen, you must understand first before you give your
reaction.
IMPORTANCE
• To be proactive in listening
NOTE: It is important to have a deep understand of what the speaker is trying to say as well as what he/she means
• To avoid misunderstanding
NOTE: It shows us to be an active listener to understand to what the speaker wants to convey so that we can respond
appropriately to their message
• To create clarity of thoughts and expression
• Helps build or improve relationship
NOTE: It understand both parties
• To give efforts in every communication
 4.WE PROMOTE ACCESS TO COMMUNICATION RESOURCES AND OPPORTUNITIES AS
NECESSARY TO FULFILL HUMAN POTENTIAL AND CONTRIBUTE TO THE WELL-BEING OF
FAMILIES, COMMUNITIES, AND SOCIETY.
NOTE: Communication resources – refers to the things that enables us to communication like
textbook, social media and so on. People should always have access to all forms of communication
such as reading books, writing your concerns on your social media and so on.
NOTE: “Fulfill human potential” – we need resources to access to this communication for us to be
better individuals. EX: ABS CBN Shutdown – their goals is to give information to people but they are
shutdown and its violating the people’s right to information. (2) Youtube. If there’s something you
want to learn, you can always have access to youtube and you can get some information there to do
something; that’s fulfilling your potential as well.
IMPORTANCE
"We promote access to communication resources and opportunities as necessary to fulfill human
potential and contribute to well-being of families, communities and society."
• Communication should be for EVERYONE
• CONNECT around the world.
• Develop understanding and convey information in DIFFERENT WAYS
 5.WE PROMOTE COMMUNICATION CLIMATES OF CARING AND MUTUAL
UNDERSTANDING THAT RESPECT THE UNIQUE NEEDS AND CHARACTERISTICS OF
INDIVIDUAL COMMUNICATORS.
NOTE: This means that before having a communication we should take inconsideration the
situation needs and interest of our listeners at that time to have an effective and positive
communication. We need to help feel the listeners that the y is valued and being transparent
towards our listeners or audience makes us look credible, honest with our information that we
share.
IMPORTANCE
• It helps us to appropriately respond to the situation
NOTE: By using our empathy it helps us understand the emotion or feelings of others and because
of that they are more likely to connect and share their experience to us because they know that we
can respond appropriately to their situation.
• It deepens the relationship
NOTE: By knowing that you are having a common interest or characteristics with your
communicators; it creates strong bonds relationship
• It creates meaningful conversation
NOTE: This conversation could validate the feeling or expression of one another that can create
honest conversation that would help the communicators to understand each perspective and
opinions in life.
• It is effective to be open with one another
 6.WE CONDEMN COMMUNICATION THAT DEGRADES INDIVIDUALS AND HUMANITY
THROUGH DISTORTION, INTIMIDATION, COERCION, AND VIOLENCE, AND THROUGH THE
EXPRESSION OF INTOLERANCE AND HATRED.
NOTE: (1) Distortion means misleading information or fake news. (2) Intimidation - the action of
intimidating someone or the state of being intimidated, (3) Coercion - the practice of persuading
someone to do something by using force or threats, (4) Violence – involve in physical force
intended to hurt, damage, or kills someone or something. (4) Expression of intolerance –
unwillingness to accept views, beliefs or behavior that differ from once own, (5) Hatred – intense
dislike or ill will. This principle tells us that we don’t have the right to spread falls humor or
someone because of hatred. In communication, it is inevitable that information said by the speaker
is sometimes different from the receiver because we don’t what is the truth. We don’t have an idea
on the topic, and we tend to believe the humors
7.WE ARE COMMITTED TO THE COURAGEOUS EXPRESSION OF PERSONAL CONVICTIONS IN
PURSUIT OF FAIRNESS AND JUSTICE.
• This means that the people that are referred to in this context, must have the courage and
integrity to voice out their personal opinions and beliefs to preserve society’s fairness and
to serve justice.
NOTE: We should not just keep to ourselves if we know that there’s something is wrong. You should
have the courage to speak out. What happen kasi if majority is not doing it then we tend not to do it
also even though I’s correct.
 8.WE ADVOCATE SHARING INFORMATION, OPINIONS, AND FEELINGS WHEN FACING
SIGNIFICANT CHOICES WHILE ALSO RESPECTING PRIVACY AND CONFIDENTIALITY.
• This is about advocating privacy and confidentiality whenever we share information.
This principle is trying to tell us that we can share information, but we have to
remember that we need to respect the privacy and confidentiality of that person

9.WE ACCEPT RESPONSIBILITY FOR THE SHORT- AND LONG-TERM CONSEQUENCES

FOR OUR OWN

• We bear responsibility for the information we provide when we communicate, not

just for ourselves, but also for others. Whatever happens in every engagement –
whether it’s a big and small interaction – we must understand that there will be a
consequence or a responsibility for which we must be accountable. NOTE: We can say
communication can say communication can lead to something, it’s either positive or
negative outcome. We cannot also take back what we’ve spoken because words have
the power to leave a lasting impression. It has potential to influence once life, so we
need to be careful on what we say