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PURPOSIVE COMMUNICATION
 CHAPTER 1
C O M M U N I C AT I O N
PROCESSES,
PRINCIPLES, AND
ETHICS
COMMUNICATION

• It is derived from the Latin words

con (with), munus (a business),
communis (common), communico
(to confer or relate with one
another.)
• the process of accomplishing a
goal, “with a business to confer or
relate with one another.”
ASPECTS OF
COMMUNICATION
1. Communication is integrated in all parts of our lives
a. Academics - Communication skills are tied to academic success.
b. Professional - Communication skills are essential for any entry-level
job.
c. Personal – Communication is crucial for a person’s success.
d. Civic - There is a connection between communication and a person’s
civic engagement.
We are engaged with the world around us, participate in our society, and
become a
virtuous citizen.
2. Communication meets needs
a. Physical needs - affects well-being
b. Instrumental needs - helps us achieve long-term and short-term goals
c. Relational needs - maintains social bonds and interpersonal
relationships
d. Identity needs - allows us to present ourselves in a distinct manner
3. Communication is guided
by culture and context
- Culture and context
influences how we perceive
and define communication.
Cultures vary in terms of
having a more individualistic
or more collectivistic cultural
orientation.
4. Communication is learned.
- Humans are born with the capacity to learn a language and the ability to
communicate. Communication is learned rather that innate.
5. Communication has ethical implications
- Communication is more concerned with the decisions people make about
what is right and wrong. Communication ethics deals with the process of
negotiating and reflecting on our actions and communication regarding what
we believe to be right and wrong.
TYPES OF COMMUNICATION

• 1. Verbal Communication - a form of transmitting messages using word

symbols representing ideas and objects. It comes in two forms:
• a. Oral Communication - includes face-to-face interaction, speaking to
someone on the phone, participating in meetings, delivering speeches in
programs, giving lectures or discussions
• b. Written Communication - uses symbols that are hand- written or printed
with an electronic device
• Factors that affect verbal communication:
• Tone of Voice
• Use of descriptive words
• Emphasis on certain phrases
• Volume of voice
• 2. Non-Verbal Communication - it is communication without the use of
words
Non-verbal Cues - may both be intentional and unintentional and is
categorized in two (2) categories:
• Non-verbal cues produced by the body
• Non-verbal messages produced by the broad setting such as time, space,
and silence
ELEMENTS OF
COMMUNICATION
• 1. Sender - a person, group, or organization who initiates the
communication.
• 2. Message - – an element transmitted in communication consists of the
idea, opinion, information, feeling, or attitude of the sender
• 3. Channel - a pathway or medium through which the message travels to
reach its destination. It may be oral, written, and visual/electronic
• 4. Receiver - a person who receives, analyzes, understands, and interprets
the message. The receiver can also be called the decoder, reader, or
listener
• 5. Feedback - the receiver’s response that provides information to the sender. It is
the return process in which the receiver provides both verbal and non-verbal signals
to show whether the message is understood or not
• 6. Adjustment - done if the message is distorted or is not clearly understood by the
receiver.
• 7. Noise - a form of distortion, barrier, or obstacle that occurs in any of the phases
of oral communication process. It may be visual, aural, physical, or psychological in
forms may interfere with or break the whole communication process which may
distort hearing and may distract the receiver’s attention.
• Examples: inappropriate channel, incorrect grammar, inflammatory words, words
that conflict with body language, technical jargons
THE COMMUNICATION
PROCESS
• Communication – is a mutual interaction of people. It is also a two-way
process which occurs in an orderly and systematic sequence.
ADJUSTMENT

SENDER MESSAGE CHANNEL NOISE RECEIVER

FEEDBACK
MODEL OF COMMUNICATION
• 1. Aristotle Model of Communication

- Is a unique communication tool proposed

before 300 B.C. by the Greek philosopher
Aristotle.
- Is mainly a speaker centered model
where the speaker and speech are very
important.
- It is a linear model that puts a greater
onus/responsibility on public speaking
instead of interpersonal communication
that other models do.
MODEL OF COMMUNICATION
• 2. Laswell Model of
Communication
MODEL OF COMMUNICATION

• 3. Shannon and Weaver Model

of Communication
also known as the Mathematical Theory of
Communication, was developed by Claude
Shannon and Warren Weaver in 1949. It is
a linear model that depicts the process of
communication as a series of sequential steps.
is often criticized for its simplicity and
linearity, as it doesn't account for the
complexities of real-world communication,
such as context, cultural factors, and the
dynamic nature of interactions.
MODEL OF COMMUNICATION
• 4. Berlo’s Model of Communication

- developed by David Berlo in 1960, expands

upon the Shannon-Weaver model by
emphasizing the importance of the sender and
receiver's individual characteristics, their
relationship, and the context in which
communication occurs.
- emphasizes the dynamic and multidirectional
nature of communication, considering the
sender's and receiver's characteristics, their
relationship, and the context. It recognizes that
effective communication involves not only
transmitting information accurately but also
considering how the message is received and
understood by the recipient.
MODEL OF COMMUNICATION
• 4. Schramm’s Model of Communication

- This model views communication as a process

wherein the message is transmitted using a
medium by a sender to a receiver.
- It places emphasis on the iterative nature of
communication, where each exchange builds
upon previous ones and contributes to the
ongoing development of shared meanings
between individuals. This model is particularly
useful in understanding face-to-face
communication, where immediate feedback and
adjustment play a critical role in effective
interaction.
ISSUES IN COMMUNICATION

• 1. Content - refers to the information and experiences that are provided to

the receiver of the communication process. It is what the receiver derives
value from. It is expressed in a medium like speech, writing, or visuals
which may be delivered in various media
• 2. Process – refers to the way the message is presented or delivered. (The
content of the message should not contradict with the non-verbal cues.)
• 3. Context - is the situation or environment in which your message is
delivered. It is when and where communication happens
PRINCIPLES OF
COMMUNICATION
• 1. Principle of Clarity - the information or message should be coded or
worded clearly.
• 2. Principle of Attention - the receiver’s attention should be drawn to the
message to make the communication effective.
• 3. Principle of Feedback - there should be feedback information from the
receiver to know whether s/he understood the message in the same sense
in which the sender has meant it.
• 4. Principle of Informality - informal communication may prove effective in
situations when formal communication may not achieve its desired results.
• 5. Principle of Consistency - consistency avoids conflict in an organization;
inconsistency leads to confusion.
• 6. Principles of Timeliness - communication should be done in real time so
that it helps, and it is relevant in implementing plans; delayed
communication may not serve any purpose.
• 7. Principle of Adequacy – information should be complete; is essential to
take proper decisions and make action plans; inadequate information may
delay action and create confusion.
COMMUNICATION ETHICS
• COMMUNICATION ETHICS – deals with the behavior of an individual or a
group which is governed by their morals and in turn affects communication.
• ETHICAL COMMUNICATION – enhances human worth and dignity.
• UNETHICAL COMMUNICATION – causes threats to the quality of
communication.
• NATIONAL COMMUNICATION ASSOCIATION (NCA) - developed the Credo for
Ethical Communication which reminds that communication ethics is
relevant across contexts and applies to every channel of communication.
CREDO FOR ETHICAL COMMUNICATION

• 1. Advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of

communication.
• 2. Endorse freedom of expression, diversity of perspective, and tolerance of dissent to
achieve the informed and responsible decision making fundamental to a civil society.
• 3. Strive to understand and respect other communicators before evaluating and
responding to their messages.
• 4. Promote access to communication resources and opportunities as necessary to fulfill
human potential and contribute to the well- being of families, communities, and society.
• 5. Promote communication climates of caring and mutual understanding that respect
the unique needs and characteristics of individual communicators.
• 6. Condemn communication that degrades individuals and humanity
through distortion, intimidation, coercion, and violence, and through the
expression of intolerance and hatred.
• 7. Commit to the courageous expression of personal convictions in pursuit
of fairness and justice.
• 8. Advocate sharing information, opinions, and feelings when facing
significant choices while also respecting privacy and confidentiality.
• 9. Accept responsibility for the short-term and long-term consequences of
our own communication and expect the same of others.