Municipality of Sibonga

Sibonga Community College

Poblacion, Sibonga, Cebu
Course Code : GE 5
Descriptive Title : PURPOSIVE COMMUNICATION
Term and Academic Year : 1st Semester, A.Y. 2024-2025
Department and Year Level : BEED 1
Instructor : MS. CINDY LOU T. LAWAS

Lesson 3: Communication Process

I. Introduction
This lesson will introduce you to the nature of the communication process and its basic elements and how they are related to
one another. This will help you understand how the communication process works from the sender to the receiver and the factors that
affect effective communication.

Moreover, this module will also help you differentiate the models of communication developed by different proponents to further explain
how the communication process takes place in various kinds of communication.

Finally, it will also discuss the functions of verbal and nonverbal communication in various multicultural contexts and how different
contexts can affect communication.

To gain a thorough understanding of this lesson, kindly read the discussion thoroughly and comprehensibly. You are also tasked to
answer the assessments and do the enrichment activities/outputs section.

II. Learning Outcomes

At the end of the lesson, you must have:
1. described the nature and elements of the communication process;
2. identified the different models of communication; and
3. related functions of verbal and non-verbal communication in various multicultural contexts in personal experiences.

II. Learning Contents

Communication Process
Nature
The communication process refers to the exchange of information both verbal and nonverbal (a message) between two or
more people. For communication to succeed, both parties must be able to exchange information and understand each other. If the flow
of information is blocked for some reason or the parties cannot make themselves understood, then communication fails (Nordquist,
2020).

Basic Elements
1. Sender or the Speaker
• The communication process starts with the sender or speaker who is considered the source of information
that are either a request, a command, a question, or an idea.
• The sender or the speaker also refers to the encoder. The sender is the one who encodes the message in a way
that the receiver will understand such as using the common language or jargon.
• It is the one who initiates the communication process and has the objective to compose and deliver a message
understandable to the receiver (Young, 2016)
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2. Receiver
• It is the one who receives the message from the sender.
• It also refers to the [interpreter or decoder of the message. The receiver must first be able to receive the message
before decoding it.
• However, the receiver must be good in terms of interpretation and decoding since the success of the communication
process also lies in the interpretation skills of the receiver. If the receiver is not able to decode the message from the
sender, feedback may be given in order to make the successful.
• In some one-way communication models, the receiver to the audience.
• The receiver's task is to interpret the sender's message, both verbal and nonverbal, with as little distortion as possible.
The process of interpreting the message is known as decoding. Because words and nonverbal signals have
different meanings to different people, countless problems can occur at this point in the communication process
(Nordquist, 2019).
3. Message
• It is the idea or the information that the sender wanted to convey to the receiver. It can either be a question, a request,
opinions, or feelings.
• In some communications models, it refers to the speech that the speaker delivers to the audience.
 • A message may include verbal content, such as written or spoken words, sign language, email, text messages, phone
calls, and snail-mail (Nordquist, 2019).
• John O. Burtis and Paul D. Turman note in their book "Leadership Communication as Citizenship," adding:
“Intentionally or not, both verbal and nonverbal content is part of the information that is transferred in a
message. If nonverbal cues do not align with the verbal message, ambiguity is introduced even as uncertainty is
increased.”
• A message will also include nonverbal content, such as meaningful behavior beyond words. This includes body
movement and gestures, eye contact, artifacts, and clothing, as well as vocal variety, touch, and timing.
4. Medium
• It refers to how the message is transmitted. It is where the message passes through from the sender going to the
receiver.
• It is a channel or system of communication—the means by which information (the message) is transmitted
between a speaker or writer (the sender) and an audience (the receiver). The plural form is media, and the
term is also known as a channel.
• A communication channel is the medium, mean, manner or method through which a message is sent to its
intended receiver. The basic channels are written (hard copy print or digital formats), oral or spoken, and
electronic and multimedia (Bruton, et. Al., n.d.).

5. Feedback
• Feedback refers to the response or reaction of receiver to the sender’s message. Feedback is the essence of
communication and is the final step of communication process. Without feedback from the receiver,
communication process remains incomplete. This feedback may be an oral or written message, or action or
simply silence (The Business Communication, n.d.).
• In simple terms, feedback have a great contribution to the success of the communication process since it
serves as a basis whether the receiver have understood the sender or not.

Other Elements/Factors
6. Noise
• According to Nordquist (2019), noise refers to anything that interferes with the communication process between a
speaker and an audience. It's also called interference or barriers.
• It can be external which refers to physical sounds or internal which refers to the mental disturbances that are
happening inside each of the participants.
• There are four (4) kinds of noise according to Richard Nordquist:
a. Physiological Noise – a bodily factor that affects how we think and feel like hunger, fatigue, headaches,
medication, etc.
b. Physical Noise – interference in the environment such as noises made by people, weather like heavy rains,
thunder and lighting, noises caused by signal glitches, etc.
c. Psychological Noise – refers to qualities in people that affect how they communicate and interpret others such
as prejudice or biased judgment, defensive feelings, and others.
d. Semantic Noise – it exists when the intended meaning of the sender is perceived differently by the receiver

7. Context
• It is the condition or circumstance where the communication takes place.
• Different contexts may require a person to communicate appropriately by using formal or informal language as well
as attitude and behavior.
• Like noise, four (4) kinds of contexts may be present in the communication process according to Fakude (2019).

a. Physical Context refers to the physical environment where communication takes place such as house, school,
church, club, office, etc. For example, we can talk loudly at home but we can’t at church because most often,
inside the church we talk in a low and soft voice.
b. Social Context refers to the relationship a person has with those they are communicating with. For example, the
way we communicate with our parents is different from the way we talk to our friends. We may be formal to our
parents and casual or less formal to our friends.
c. Cultural Context refers to our differences in cultures that may affect our communication such as our set of
values, attitudes, beliefs, and views. This can also be applied in different workplaces that also practice different
cultures. For example, in other countries, people talk straightforwardly and some talk in a loud voice, and some
perceive a meaning differently than others.
d. Temporal Context refers to the time and time in history that all communications take place. We should always
be mindful of this context since it can greatly affect the mood of the conversation. There are some things that we
shouldn’t say especially when it is not at the right time. For example, if someone is not a “morning person” it is
possible that they may not be very friendly or talkative in the morning which will result to a less engaging
conversation
Communication Models
1. Aristotle’s Model of Communication
• Aristotle (384-322 B.C) was an Ancient Greek philosopher, scientist, and writer born in Stagira, Northern
Greece. He began tutoring Alexander the Great in 338 and founded his own school, Lyceum in 335
(Biography.com Editors, 2019).
• He developed a linear model of communication for oral communication known as Aristotle’s Model of
Communication while exploring the human nature scientifically and was considered as the first model
of communication proposed before 300 B.C. (Bajracharya, 2018).

2. Shannon-Weaver Model of Communication

• Shannon Weaver model of communication was created in 1948 when Claude Elwood Shannon wrote an
article “A Mathematical Theory of Communication” in Bell System Technical Journal with Warren Weaver.
• Shannon was an American mathematician who created information theory and a pioneer of artificial
intelligence (Horgan, 2017). On the other hand, Weaver was also an American mathematician and
was considered the first person to propose using electronic computers for the translation of natural languages
(The Editors of Encyclopaedia Britannica, 2020).
• The Mathematical theory mentioned above later came to be known as Shannon Weaver model of
communication or “mother of all models” which is more technological than other linear models.

Levels of Communication Problems

In this model, three levels of communication problems are presented that might interrupt the communication.

• Technical problem
How the decoder, encoder, or channel causes the problems. For example, when a machine important for the
communication of the message has a fault.
• Semantic problem
This is when the message that was sent is different from the message that was received. This is when the intended
meaning of the sender is perceived differently by the receiver.
• Effectiveness problem
How effectively does the message cause reaction. This explains how well the message can cause a response or
reaction from the receiver. This also includes the effectiveness of the speaker in delivering the message.

3. The Osgood-Schramm Model

• The Osgood-Schramm model is built on the theory that communication is a two-way street, with a sender and a
receiver.
• This model was developed by Charles Egerton Osgood who was a distinguished American psychologist and
Wilbur Schramm, a professor of psychology and one of the founding fathers of Mass Communication field.
• Osgood popularized the notion that communication was circular rather than linear which means that it requires
two participants taking turns sending and receiving a message.
• Schramm on the other hand, who talked about the model in his book, The Process and Effects of Communication,
later adapted the model and added the notion of field of experience, or commonality, to the mix.
 • Field of experience can be defined according to McCornack (2010) in Ullah (2015) as, “life experiences, attitudes,
values, and beliefs that each communicator brings to an interaction and that shape how messages are sent and
received.”
• In simple terms, it refers to the experiences incorporated in the communication that are mutually understood by both
of the participants.

4. Eugene White’s Stages of Oral Communication

• According to Eugene White, communication can start at any point outlined in his model. However, he also
believed that communication is circular rather than linear.
• White’s model also implies a step-by-step pattern that starts with thinking in the sender and ends in
monitoring the sender as well.
• It also shows that communication is a repetitive and cyclical event; however, the dynamic quality of interaction
is not depicted.
• In this model, the speaker is also the originator of the message and the receiver acts as a passive reactor in the
communication process.
• There is also a concept of feedback which is the most important contribution from Eugene White’s model
which can only be managed by the speaker if he or she has been monitoring the audience or the listener. Thus,
the speaker must also be attentive to the receiver's verbal and non-verbal cues.

5. Lasswell’s Communication Model

• In 1948, Harold Dwight Lasswell, an influential American political scientist, describes communication as
being focused on the following Ws: Who says What in Which channel to Whom and with What effect as seen
in the model below.

6. Berlo’s Communication Model

• This model was conceptualized in 1960 by David Kenneth Berlo who was the eleventh president of Illinois
State University and teaching communication.
• Also, Berlo’s model is probably the most well-known among the communication models and is not specific
to any particular communication.
Functions of Verbal and Non-Verbal Communication

Human existence is closely tied to how we communicate and use verbal and non-verbal communication. Thus, it is just right to
know and identify the functions they serve to our daily communication process.

Functions of Verbal Communication

Below are the functions of verbal communication according to Paynton and Kahn (n.d.).

1. Verbal communication helps us define reality.

With the use of verbal communication, we can be able to define everything around us from ideas, emotions, experiences,
thoughts, objects, and people. It is what we use to label ourselves and to describe the world around us. We also have
choices on how we are going to use verbal communication, especially in defining our reality such as our experiences.
These choices may also vary for different people in various contexts. Since defining our reality is also based on what we
believe and how we are shaped by our environment.
2. Verbal communication helps us organize complex ideas and experiences into meaningful categories.
Since it is impossible to comprehend all the things we experience every day, verbal communication helps us to organize
seemingly random events into a more meaningful and understandable concept or categories. For instance, we
categorized things by highlighting certain qualities, traits, or content to give meaning to our world. This may also
vary depending on how we perceive our world since we belong to different cultures and background. Like for
example, categorizing people by labeling them with terms like friends, colleagues, romantic partners, family, etc.
3. Verbal communication helps us think.
As human beings, we have the ability to reason and communicate. Without verbal communication, we won’t be
able to have this quality. It is verbal communication or using our languages that enables us to think such as reflecting on
our past, considering our present, and pondering about the future. It also helps us to transform what we think into
meaningful thoughts and ideas.
4. Verbal communication helps us shape our attitudes about our world.
Our attitudes about the world are shaped by how we use languages. In multicultural contexts, people speak different
languages and use them differently than others. We may have the same experiences but it is possible to have different
attitudes towards it since we use different symbols for things that are also based on our verbal communication. Thus, if a
person has a more sophisticated repertoire of their language, the more sophisticated their world view can be.

Functions of Non-Verbal Communication

In the communication process, it is non-verbal communication that does most of the things, however, with the help of non-
verbal communication, it becomes more effective and meaningful. The following are the functions that non-verbal communication plays
in the communication process according to Paynton and Kahn (n.d.);

1. We use nonverbal communication to duplicate verbal communication.

When we utter a word, it is always best to duplicate it with gestures or signs for instance, when we say “yes” it is more
effective when we nod our head along with it or when we complement our friends after being promoted, we say
Congratulations!” as we shake their hand. This is very important about various multicultural contexts since we use
different languages and we have different cultures. Thus, duplicating our messages with gestures and others is a must if
we want to be understood by other people.

2. We use nonverbal communication to replace verbal communication

To the first function, there are also instances that we replace verbal communication with non-verbal communication. So,
instead of saying “yes” to a question, people often nod their head as a response. However, our non-verbal cues may be
confused by others who also have their own set of cues. Like for example, the waving of hands, others would take it
as saying hello or goodbye, some others would take it as someone calling another person depending on the manner and
direction we wave our hands. Thus, it is only right to say that we should also consider the background of other
people so to ensure success in communication.

3. We use nonverbal communication to accent verbal communication

Non-verbal communication can also accentuate or emphasize verbal communication. For example, when we are angry, we
usually raise the tone of our voice. The tone of our voice is also non-verbal which refers to what we call paralanguage
which also includes pitch, intonation, etc.

4. We use nonverbal communication to regulate verbal communication.

Non-verbal communication can also regulate verbal communication. This happens when we want to start a conversation
with others by getting close to them or if we want to end a conversation by looking at our watch.
 5. We use nonverbal communication to contradict verbal communication
There are also instances that we contradict our verbal messages by our non-verbal messages. This can happen when we
don’t mean what we say. Like for example, when we are asked if we are okay. There are times that we say the word
but our non-verbal cues says otherwise. Research suggests that when this happens, our non-verbal cues provides the
more accurate signal than the other one. 6. We use nonverbal communication to mislead others. Non-verbal communication
can also be used to deceive others and it can also be used as basis to detect deception.

6. We use nonverbal communication to indicate relational standing

More often, people’s relationships to others can also identified based on their non-verbal cues. Like for example, romantic
couples tend to stand close to one another and touch each other more frequently. Through non-verbal communication, we
can also determine whether people are friends, family, etc.

7. We use nonverbal communication to demonstrate and maintain cultural norms.

Some nonverbal communication is universal, but the majority of nonverbal communication is culturally specific.
For instance, personal space is very important for people in the United States since they value it more particularly
than those from other countries. This is due to some reasons that particular events and customs in their countries influence
them to act such.

8. We use nonverbal communication to communicate emotions

We can also identify people’s emotions and feelings through their non-verbal cues. As well as our own emotions, other
people especially those who are close to us, tend to easily determine whether we are happy or sad.

IV. Learning Assessment

A. Describe the following elements in your own words by citing their respective characteristics that you think they
need to possess and consider in order to make the communication more effective and successful. An example is
given below. Copy and answer the table on the next page on the extra sheet provided. (1 point for every correct answer)

Elements Descriptions
Sender The sender should speak in a clear and loud voice to be
understood easily.
1. Sender
2. Receiver
3. Message
4. Medium
5. Feedback

B.
V. Enrichment Activities/Outputs

If you were given a chance to develop your model of communication, what would it look like and how would it work? Draw your
model of communication and label each element. Provide an explanation of how your model works. Provide a title or name for your
model. Put it in the extra sheet provided.

Scoring Guide:

Neatness of Model 50

Quality of Explanation 30

Relevance to the topic 20

Total Score 100

----End of Lesson 3----