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Lesson 4 Communication Principles and Ethics

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Lesson 4 Communication Principles and Ethics

Uploaded by

sjudith0829
Copyright
© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
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Unit 1: Communication Processes, Principles and Ethics

Lesson 4: Communication Principles and Ethics

Learning Objectives

At the end of this module, you should be able to:


1. explain the seven principles of communication;
2. explain how communication ethics is achieved; and
3. relate how you adhere to these morals in order to produce successful
communication.

Presentation of Contents

Humans are born with the ability to communicate. Babies can make gestures or sounds to
indicate their desires for food or toys. Then, growing as kids, they learn how to make
sounds and write the alphabet which becomes more comprehensive as they mature. We
were definitely born gifted to communicate. However, to communicate effectively is a
different matter. It is a skill that must be learned and enhanced through exposures and
experiences because it establishes a pattern of a person’s beliefs, attitudes, and values.
Therefore, it becomes the ‘foundation of an effective democratic and multicultural
society’ (Rai Technology University, n.d.). Significantly, communication skills are
critical for intrapersonal identity and success in professional life.

To communicate is easy but to communicate effectively is a challenge because it requires


knowledge of certain principles and skill to deliver a message. Perhaps most
misunderstandings or conflicts among people is caused by lack of skill to communicate
with ethics. Ethics is an integral part of communication. When we communicate, we do
not simply choose words; we choose words for the effect they will have on our audiences,
on ourselves, and ultimately, on society. Also, we choose the manner of communication
because sometimes “what matters is not what you say, but how you say things.” This
reminds us that when we communicate, we ask ourselves how harmful or helpful our
words and our ways are. Thus, the following presents the National Communication
Association CREDO for Ethical Communication approved by the National
Communication Association Legislative Council, 1999.

“Questions of right and wrong arise whenever people communicate. 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. We believe
that unethical communication threatens the quality of all communication
and consequently the well-being of individuals and the society in which we
live. Therefore, we, the members of the National Communication
Association, endorse and are committed to practicing the following
principles of ethical communication:

➢ We advocate truthfulness, accuracy, honesty, and reason as essential to the


integrity of communication.
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Unit 1: Communication Processes, Principles and Ethics

➢ 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.
➢ We strive to understand and respect other communicators before evaluating and
responding to their messages.
➢ 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.
➢ We promote communication climates of caring and mutual understanding that
respect the unique needs and characteristics of individual communicators.
➢ We condemn communication that degrades individuals and humanity through
distortion, intimidation, coercion, and violence, and through the expression of
intolerance and hatred.
➢ We are committed to the courageous expression of personal convictions in
pursuit of fairness and justice.
➢ We advocate sharing information, opinions, and feelings when facing significant
choices while also respecting privacy and confidentiality.
➢ We accept responsibility for the short- and long-term consequences for our own
communication and expect the same of others.

In addition to this Credo that must be known to the heart, Johansen (nd.) presented other
considerations (which are also similar to some of the Credos) in ethical communication
which are as follows:

1.Ethical Communicators are Respectful of Their Audience.


Communication is a two-way process. The communicator must consider the audience
ideas and feelings during the interaction.

2.Ethical Communicators Consider the Consequences of their Communication.


Every communicator must bear in mind that the ultimate aim of communication is to
promote the common good. Communication must be set in a way that conflict is reduced
or eliminated.

3.Ethical Communicators Respect the Truth.


A great deal of the ethics of communication involves a respect for truth. Indeed, as one
has put it, the assumption of truth undergirds the very concept of communication itself:
"an inherent end of speech is the communication of belief" (Kupfer 118). If we cannot
trust the other party, we cannot accurately judge how to respond. If we cannot accurately
judge how to respond, then our communication becomes increasingly ineffective.

4.Ethical Communicators Use Information Properly.


Communicators have the responsibility to give and acquire adequate and accurate
information. As an ethical communicator, a respect for truth means being informed on a
topic before posing as any kind of authority on the subject. We also need to consider the
accuracy of the information and the accuracy with which we use it. When we
communicate, we expect people to react in some way to what we say and do. When we
use inaccurate information to influence others, we cause difficulty for them and for
ourselves.

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Unit 1: Communication Processes, Principles and Ethics

5.Ethical Communicators Do Not Falsify Information.


Worse than the distortion of information is falsifying information. Failing to find
information useful to our goals, we make it up. This is a form of cheating; therefore, it
should by all means be avoided.

6. Ethical Communicators Respect the Rights of Others to information.


A respect for truth and an ethical consideration of others also means respecting the rights
of others in regard to information and access to information. Collecting information is an
integral part of the research process, but stealing information is theft, taking something
that does not belong to us. Beyond the personal act of theft, stealing information is
unethical because it prevents other people from securing information and unnecessarily
makes their lives more difficult.

Principles of Communication

Scott Cutlip and Allen Center (1952) of the University of Wisconsin wrote about the 7
C’s of communication in their book Effective Public Relations’. In 2010, the 7 was further
enriched by Michael Osborn who added three more C’s and transformed courtesy to
cultural sensitivity. Throughout the years, these have become guides in communication,
both written and oral.

1. Correctness refers to the proper, accurate and acceptable use of the right level of
language. It implies that the language should adhere to grammatical rules.
2. Completeness means that the sender should convey all facts that the receivers need
in order for the latter to give appropriate reaction.
3. Concreteness is being specific, definite and vivid or particular.
4. Conciseness appeal to receivers and will help them comprehensibly respond. It is
achieved by eliminating wordy expressions and those obvious to the receiver, and
conveying only relevant information.
5. Consideration is giving emphasis on the ‘you’ approach. It is being aware of the
human nature and practicing empathy. It is not losing temper, being more tactful
and focusing on how message receiver will be benefitted.
6. Clarity is achieved by using precise and appropriate words and constructing
effective sentences.
7. Creativity is being able to craft inspirational and inventive messages through word
choice and sentence structures.
8. Captivating messages are interesting ones that catch attention and demand better
responses.
9. Cultural Sensitivity means having respect and consideration to the perspectives,
feelings of other people. It implies sincerity and respect.

Reference:
Miller, K. (2004) Communication Theories: Perspectives, Processes and Contexts, 2nd ed.
NY McGraw Hill

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