Purposive Communication Module 1

Module 1

Communication process, principles and ethics

Learning Outcome Based on the Course Syllabus

LO1. Apply the nature, elements, and function of verbal and non-verbal
communication in various and multicultural contexts through public speaking.

Learning Objectives

At the end of the module, the following learning objectives will be attained by the
students:
1. To understand and apply the concepts on Communication process, principles
and ethics.
2. To use the concepts on Communication principles through public speaking.
3. To create their own schema on Communication process.
4. To adopt the Principles of Effective Written Communication: the 7Cs through
writing a reaction paper on a specific news televised in the TV.

Course Direct Instruction

In this area, the students will be informed of the different process, principles and
ethics in communication. This will be helpful in nurturing their minds to be more equipped
and more knowledgeable in communicating expertly in their field. Moreover, it will be a
good starter to prepare themselves in communicating with ethical behavior and professional
manner.

The following 7 major elements of communication process presented in this module

is based on the article shared by Chand (n.d.). “7 Major Elements of Communication Process
are: (1) sender (2) ideas (3) encoding (4) communication channel (5) receiver (6) decoding (7)
feedback.”

Chand (n.d.) also added that “Communication may be defined as a process

concerning exchange of facts or ideas between persons holding different positions in an
organization to achieve mutual harmony. The communication process is dynamic in nature
rather than a static phenomenon.”

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The concepts presented in this module is based on the discussion stated by Madrunio
and Martin (2018). They discussed the following knowledge on Communication process,
principles and ethics:

 “Aristotle’s Communication Model. Aristotle emphasized that there are three

variables in communication process: speaker, speech and audience as illustrated in
the communication flow below:

Speaker Speech Audience

Note that the speaker variable here is very important. Without the speaker, there will be no
speech to be produced. Depending on the profile of the audience, the speaker adjusts
his/her speech. Some considerations for the audience demographics are age, sex,
background, culture, race, religion, gender, social and economic status and political
orientation or inclination, among others. Even beliefs, views and attitudes also play an
important role when talking about audience consideration since oftentimes, the audience
bring these with them when they decode a message in any given situation.

 Laswell’s Communication Model. In 1948, Harold Dwight Laswell described

communication as being focused on the following Ws: Who says What in Which
channel to Whom and with What effects as seen in the model below:

In which With what

Who Say what To whom
channel effect

Communicator Message Medium Receiver Effect

The whole process of communication begins with the communicator (who) sending out a
message (what) using a medium (in which effect) afterwards. The process may be analyzed
through the content sent, the medium used, as well as the effect on the recipient of the
message.

While this model is similar to Aristotle’s the sense that both are liner and have the same
components, Laswell’s also differs in that there are five variables involved, with the addition
of two: medium and effect.
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 Shannon-Weaver’s Communication Model. Claude Elwood Shannon and Warren

Weaver’s model of communication was introduced in 1949, a year after Laswell’s for
Bell Laboratories. Originally, it was conceptualized for the functioning of the radio
and television serving as a model for technical communication and, later in, adopted
in the field of communication. In this model, other components such as noise,
reception, destination, and feedback have been identified. Other terms such as
information source of the sender, transmitter for the encoder, decoder (reception),
and receiver (destination) were introduced.

 Berlo’s Communication Model. David Berlo’s model conceptualized in 1960 is

probably the most well-known among the communication models. Initially, Berlo’s
model was called SMCR which stands for sender of the message, sent through a channel
or medium to a receiver. However, it was modified later on to include noise, hence the
acronym SMCRN.

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The major variables involved in the communication process are (1) source, (2) message and
(3) channel, and (4) receiver.

The source being the originator of the message acts as the encoder. As such, the encoder
should practice communication skills such as listening, speaking, reading, and writing.
His/Her attitude towards the audience of the subject as well as his/her knowledge about
the topic on hand likewise counts along with the social system that he/she is in which
includes values, beliefs and practices, and culture.

The second variable which is message includes (1) content; (2) elements such as the language
used and gestures employed; (3) treatment or the manner by which the message is
transmitted; and (4) structure which refers to the arrangement of parts or flow of the
message. The code shows how the message is sent: that is, the language (verbal code) used
and the accompanying gestures (non-verbal code) employed. Note that there should be no
mismatch between the verbal and non-verbal codes.

The third variable which is channel refers to the different senses: seeing, hearing, smelling,
tasting, and touching. Finally, the fourth variable is receiver, the one who decoded the
message. Note that the components of this last variable are similar to those of the first since
for communication to be effective, both the source and the receiver should have good
communication skills.”

PRINCIPLES OF COMMUNICATION:

According to the article of Vicky (2018) Lack of effective communication renders an

organisation handicapped. So to have effective communication certain principles are to be
followed.

They are as follows:

1. Clarity:

The principle of clarity means the communicator should use such a language which is easy
to understand. The message must be understood by the receiver. The words used should be
simple and unambiguous. The language should not create any confusion or
misunderstanding. Language is the medium of communication; hence it should be clear and
understandable.

2. Adequacy and Consistency:

The communicator must carefully take into account that the information to be
communicated should be complete and adequate in all respect. Inadequate and incomplete
message creates confusion and delays the action to be taken. The adequate information must
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be consistent with the organizational objectives, plans, policies and procedures. The message
which is inconsistent may play havoc and distort the corporate interests.

3. Integration:

The principle of integration portrays that through communication the efforts of human
resources of the organisation should be integrated towards achievement of corporate
objectives. The very aim of communication is to achieve the set target. The communication
should aim at coordinating the activities of the people at work to attain the corporate goals.

4. Economy:

The unnecessary use of communication system will add to cost. The system of
communication must be used efficiently, timely i.e. at the appropriate time and when it is
necessary. The economy in use of communication system can be achieved in this way.

5. Feedback:

The purpose of communication will be defeated if feedback is not taken from the receiver.
The confirmation of the receipt of the message in its right perspective from its receiver
fulfills the object of communication. The feedback is essential only in case of written
communication and messages sent through messengers. In case of oral type of
communication the feedback is immediately known.

6. Need for Communication Network:

The route through which the communication passes from sender or communicator to its
receiver or communicate refers to communication network. For effective communication this
network is essential. The managerial effectiveness will also depend upon the availability of
adequate network.

7. Attention:

The message communicated must draw the attention of the receiver staff and ensure action
from him in the right perspective. The efficient, sincere and prompt manager succeeds in
drawing the attention of his subordinates to what he is conveying.

General Principles of Effective Communication

As posited Madrunio and Martin (2018), since communication is a two way process, it
is important that you know the principles to be observed to make it effective. For both oral
and written communication, you should be able to apply the following principles:

1. Know your purpose in communicating. Are you communicating basically to inform, to

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entertain, or to persuade? While you may have more than purpose, there is still a
more dominant objective or reason why you communicate.
2. Know your audience. In both speaking and writing, you should know your audience as
it will dictate the speaking or writing style you are going to employ. Consider the age,
educational background, profession, culture, and other salient features of your
listeners or readers.
3. Know your topic. You communicate essentially because you want to share something.
In speaking situations, speakers are invited because they have something to share.
This also applies to writing. You write because you wish that other people learn
something from you. You may then utilize several or multiple communication
techniques to easily catch the attention of the audience.
4. Adjust your speech or writing to the context of the situation. The environment in which
your speech or writing is to be delivered determines the kind of language you will
use.
5. Work on the feedback given you. Once you receive comments from the listeners/readers,
work on them. Take kindly to criticisms. In the long run, constructive criticisms will
prove beneficial to you as you learn to address them.

Mack (2017) mentioned other principles in communication such as

Principles of Effective Oral Communication

Ashraf defined oral communication both speaking and listening are the very foundation of
literacy. Classroom talk help students to learn, reflect on what they are leaning, and to
communicate their knowledge.

The following are the principles of effective oral communication.

1. Be clear with your purpose. You should know by heart your objective in
communicating.
2. Be complete with the message you deliver. Make sure that your claims are supported by
facts and essential information.
3. Be concise. You do not need to be verbose or wordy with your statements. Brevity in
speech is a must.
4. Be natural with your delivery. Punctuate important words with the appropriate gestures
and movements. Exude a certain degree of confidence even if you do not feel
confident enough.
5. Be specific and timely with your feedback. Inputs are most helpful when provided on
time.

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Principles of Effective Written Communication: the 7Cs

According to 3G E – learning LLC “Writing skills are an important part of communication.

Good writing skills allow you to communicate your message with clarity and ease to a far
larger audience than through face-to-face or telephone conversation.” They also added that
written communication refers to the process of conveying a message through the written
symbols.” Many employers consider written communication skills to be one of the
most important job skills an employee can have. Studies have indicated that the
ability to write well seems to be diminishing among students. Therefore, if you can
write a message clearly and accurately, that skill will benefit you in the working world.As
you study tobecome a healthcare worker, you must practice using clear, concise writing
in your assignments. Composing written communications can be done effectively if you
possess good writing skills. Written communication requires the presentation of clear,
logical thoughts.

The following are the Principles of Effective Written Communication.

1. Be clear. Be clear about the message, always be guided by your purpose in

communicating.
2. Be concise. Always stick to the point and do not beat or run around the bush. Be brief
by focusing on your main point.
3. Be concrete. Support your claims with enough facts. Your readers will easily know if
you are bluffing or deceiving them because there is nothing to substantiate your
claims.
4. Be correct. It is important that you observe grammatical correctness in your writing.
Always have time to revise and edit your work. Even simple spelling errors may
easily distract your readers.
5. Be coherent. Your writing becomes coherent only when you convey a logical message.
The ideas should be connected to each other and related to the topic. Make sure that
you observe a sound structure that will present a smooth flow of your ideas. Use
traditional or cohesive devices so that the ideas cohere with one another.
6. Be complete. Include all necessary and relevant information so that the audience will
not be left wanting of any information. Always place yourself in the shoes of the
audience, who is always interested to receive new information.
7. Be courteous. The tone of your writing should be friendly. Avoid any
overtone/undertone or insinuation to eliminate confusion and misinterpretation.

Ethics of Communication

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As professionals in the future, it is necessary to observe ethical manners in communicating

with others. According to Uychoco & Santos (2018), the US National Communication
Association (NCA, 1999) discusses in their Credo for Ethical Communication that “Ethical
communication is fundamental to responsible thinking, decision-making, and the
development of relationships and communities within and across contexts, cultures,
channels and media.”

In their Credo, there are four ethical principles of communication that are especially relevant
for students today (Uychoco & Santos, 2018).

Firstly, they “advocate truthfulness, accuracy, honesty, and reason as essential to the
integrity of communication” (NCA, 1999). It is vital to have a bases in communicating with
others rather than stating unreliable statements and convey information wrongfully. Your
words must be truthful, accurate and honest to avoid misinformation to the receiver or
listener.

Secondly, the NCA also endorses “freedom of expression, diversity of perspective, and
tolerance of dissent to achieve the informed and responsible decision-making fundamental
to a civil society” (NCA, 1999). Many of today’s individual tend to express their thoughts
through different social media platforms such as facebook, twitter, messenger and others.
Their opinions are commonly published to be violent and outspoken. With this case, it
would be beneficial and proper if the people are given the chance to air-out democratically
their sentiments in an open discussion rather than limiting their thoughts only in these social
media platforms. This is to expose more their opinions and may be given a chance and
attention to be heard, to be understood, and to be appreciated.

Thirdly, the NCA (1999) states that they “condemn communication that degrades
individuals and humanity through distortion, intimidation, coercion and violence, and
through the expression of intolerance and hatred”. This ethical principle protects the
individual from different unpleasing events that would degrade them as a person. Anyone
can freely express his or her statement but it is not appropriate to humiliate and disrespect
others.

Lastly, the NCA (1999) states that communicators should “accept responsibility for the
short- and long-term consequences of our own communication and expect the same to
others.” This principle is connected to the first principle mentioned in which an individual
must be accurate in the statement he or she is giving in order to avoid false information. If a
person conveys wrong information to others, he or she should be accountable of its action.

Types of Communication

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Madrunio and Martin (2018) stated the 3 types of communication according to mode,
Communication according to Context and Communication according to purpose and style.

Types of Communication according to Mode

1. Verbal-Non-Verbal Communication
A message may be conveyed via these types. Though communication is often thought
of as verbal, the non-verbal mode is equally essential as it enhances one’s message.
2. Visual Communication
Uses visuals to convey information and/ or messages. Some examples are signs,
symbols, imagery, maps, graphs, charts, diagrams, photos, drawings or illustration,
and even various forms of electronic communication.

Types of Communication According to Context

1. Intrapersonal Communication
Means talking to oneself. Some label it as self or inner talk, inner monologue, or inner
dialogue.
2. Interpersonal Communication
An interactive exchange takes place as interpersonal communication takes place.
3. Extended Communication
Involves the use of electronic media.

4. Organizational Communication
The focus is on the role that communication plays in organizational contexts.
5. Intercultural Communication
Communication between or among people having different linguistic, religious,
ethnic, social and professional backgrounds.

Types of Communication according to Purpose And Style

1. Formal Communication
Employs formal language delivered orally or in written form.
2. Informal Communication
Certainly does not employ formal language.

Experiential or Active Learning

Exercise No.1: Create your own schema on Communication Process. Include an explanation
on how communication process works.

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__________________________________________________________________________________
__________________________________________________________________________________
___________________________________________________________________________

Exercise No. 2: Adopt the Principles of Written Communication: 7Cs in writing a reaction
paper on a specific news televised in the TV or published in a newspaper. Follow the
format given.

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Exercise No. 3: Prepare an individual speech through Public Speaking

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RUBRICS FOR PUBLIC SPEAKING

TRAIT 4 3 2 1
Eye contact Holds attentions Consistent use Displayed No eye contact
of entire audience of direct eye minimal eye with audience,
with the use of contact with contact with as entire report
direct eye contact, audience, but audience, while is read from
seldom looking at still returns to reading mostly notes.
notes. notes. from the notes.
Body Movements seem Made Very little No movement
Language fluid and help the movements or movement or or descriptive
audience gestures that descriptive gestures.
visualize. enhances gestures.
articulation
Poise Poise Student Makes minor Displays mild Tension and
displayed mistakes, but tension; has nervousness is
relaxed, self- quickly trouble obvious; has
confident nature recovers from recovering trouble
about self, with them; displays from mistakes. recovering from
no mistakes. little or no mistakes.
tension.
Enthusiasm Demonstrates a Occasionally Shows some Shows
strong , positive shows positive negativity absolutely no
feeling about feelings about toward topic interest in topic
topic during topic. presented. presented.
entire
presentation.
Elocution Student uses a Student’s voice Student’s voice Student
clear voice and is clear. Student is low. Student mumbles,
correct, precise pronounces incorrectly incorrectly
pronunciation of most words pronounce pronounces
terms so that all correctly. Most terms. terms, and
audience audience Audience speaks too
members can members can members have quietly for a
hear presentation. hear difficulty majority of
presentation. hearing students to
presentation. hear.
Comments: _________________________________________________________________________

____________________________________________________________________________________

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Exercise no.4

Directions: Form yourselves into groups of three members. Role-play any of the following
situations and show how you can initiate a conversation with a stranger or strangers.

1. You are a new student in the class. After dismissal time, you saw two of your female
classmates outside the school building talking to each other. You wanted to ask about
the classes you missed and how you could cope with the lessons. You approached
them but they suddenly turned and whispered to each other. How will you initiate a
conversation with them without showing that you are offended by their actions?

2. It was your first time to fly to a foreign country and the trip takes about eight hours.
You wanted to know how to get to your destinations from the airport. You were
fortunate to be seated beside a foreign national. He is not so proficient in English and
you have difficulty understanding his accent. How will you start a conversation with
him?

3. You are scheduled for a job interview. When you arrived at the place, there was a
long queue of applicants. You were the tenth to be interviewed and you wanted to
have an idea about the questions that were asked. To arrest your fear, you decided to
talk with the other applicants before you. How will you start the conversation?

References

Madrunio M.R.and Martin I.P. (2018). Purposive Communication (Using English in

Multilingual Contexts) Quezon City: C & E Publishing, Inc.

Uychoco M.T. and Santos M.L. (2018). Communication for Society. Manila: Rex Bookstore

3G E- Learning LLC (2018). Purposive Communication. New York

Ang J.G (2015).Speech and Oral Communication for the 21st Century Filipino Student.
Manila: MINDSHAPERS CO., INC.

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