ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA

Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217

(043) 757-4445 / (043) 757-5944

COLLEGE DEPARTMENT

Learning Module
In
PURPOSIVE COMMUNICATION
(SY. 2021-2022)

Prepared by:

KRISTINE O. CALINGASAN
Instructor

1
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

WEEK 1
Communication Processes, Principles and Ethics

I. Lesson Objective(s):

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

• Describe the nature and elements of verbal and non-verbal communication in various multicultural
contexts;
• Characterize communication in the digital age;
• Analyze the principles and process of effective communication; and
• Explain the ethics of effective communication in the modern age.

II. Read and Learn

INTRODUCTION

Individuals define communication in varied ways. There definitions imply that the way people define
communication influences how they think and behave towards other people. There are certain properties of
communication upon which linguists and experts agree describe its nature. Human communication is a
dynamic, symbolic and interactive culture-bound process of exchange of messages. Communication is the
heart of human relationships.

Communication Principles and Process

We communicate various meanings all the time in the everyday conversations we have and hear
around us. These are all largely spontaneous and unrehearsed. But there are factors such as audience,
context, and purpose that shape the way a conversation begins, continues, and ends. How you and your
relatives talk to each other and laugh about certain shared experiences may be different when a foreigner

2
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

joins the discussion. How we communicate depends on who we are talking to, what we are discussing, and
where and when the conversation is taking place.

A speech is an example of verbal communication that is delivered to a specific audience in a given

context for a clear purpose. These factors guide the development and effectiveness of the speech. In
preparing for any verbal communication, one must be mindful of:

• Audience – a group of people whose backgrounds, concerns, and interests may shape the way a
message is received.
• Context – conditions that shape the contents of the message such as significant period, or the
sender’s background and experiences.
• Purpose – a concrete set of objectives or reasons for addressing a specific audience in a given
context.

Sender Expected outcome

Audience
(Context and Purpose) or action

A person who sends any message comes from a specific context and has a specific purpose. This
person or sender communicates this message to a particular audience. As it is directed to a particular
audience, the sender expects some concrete outcome or as a result. If the context and purpose are
intentional or planned an advance for a specific audience, then much careful thought and effort must go to
how a message is delivered in order to achieve the desired outcome.

Today’s realities require a consistent mindfulness for the ethical use of language when preparing for
such a deliberate form of communication like a speech or a journalistic piece. Practicing ethics in
communication is anticipating and weighing the effects of one’s message on an audience. It is also using
information that come from credible, verifiable, and relevant sources. It is communicating with no intent to
harm another; it is being careful, attentive and inclusive through word choice and tone. It is looking at
differences as a way to understand each other and what matters to us. It never silences, and it welcomes
disagreements as opportunities for knowing others in a more respectful and thoughtful manner.

3
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

Nature of Communication

When asked to define communication, how would you respond? Most people will relate to the
forms of communication - talking or listening. But communication goes beyond that. Communication
involves getting information from one person to another person. Yet this is not a complete definition
because communicating effectively involves having that information relayed while retaining the same in
content and context.

Communication is the art and process of creating and sharing ideas. Effective communication depends
on the richness of those ideas.

According to Oxford English Dictionary, it is "the imparting, conveying, or exchange of ideas,

knowledge and information'. This can apply to words or body language.

Process of Communication

The communication processes are composed of several stages, each of which offers potential barriers
to successful communication. These are:

I. SOURCE

The source of communication is the sender, or for our purposes, you. In order to be a good source, you
need to be clear about the message that you are sending.

II. MESSAGE

The message is simply the information that you want to communicate. Without a message, there is no
cause for communicating. If you cannot summarize the information that you need to share, you aren’t ready
to begin the process of communication.

4
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
2/F Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

III. ENCODING

Encoding is the process of taking your message and transferring it into the proper format for sharing it with
your audience.
It requires knowing your audience and ensuring that your message provides all of the information that they
need.

IV. CHANNEL

The channel is the method or methods that you use to convey your message. The type of message
you have will help to determine the channel that you should use. Channels include face-to-face
conversations, telephone calls or video conferences, and written communication like emails and memos.

V. DECODING

Decoding happens when you receive the message that has been sent. The communication skills
required to decode a message successfully include the ability to read and comprehend, listen actively, or
ask clarifying questions when needed.

VI. RECEIVER

The receiver of the message are the listeners or the addresses. Upon receiving the message,
politeness demands that they show or manifest some kind of reaction which could either be favorable or
unfavorable.

VII. FEEDBACK

Feedback lets you gauge how successful you were at communicating. It also offers a chance yo
adjust your communication process for the future. Through the feedback, the speaker is able to adjust to
the needs of the listeners. Feedback may consist of the listener’s verbal response to the message or it
could just be a nod, a smile, or a frown.

VIII. CONTEXT

The context is the situation in which you are communicating. It involves the environment that you
are in and that in which your audience is in, the culture of your organizations and elements such as the
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
2/F Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

relationship between you and your audience. The context helps determine the tone ans style of your
communication.

At each of these stages, there is the potential for barriers to be formed or problems to arise. As we
look at ways to limit the barriers to communicating effectively, remember that you may have to apply them
at more than one occasion during your communication process.
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
2/F Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

III. ACTIVITY
Activity 1.1

Interestingly, you are in the era that communication has radically evolved from face-to-face
interaction to a virtual world. Before you compare online and offline communication, let’s have fun first. Try
classifying yourself as social media user. Who are you?

The Active Liker The Troll The Mema User

(Constantly appreciates posts
and comments, is always
updated)
The Ultra
(One who has all the social
media apps and latest news)
(One who sows discord by
provokes argument and
upsetting people through off-
topic messages)
The Seasonal User
(One who uses social media at
certain period of time)
(Short term for mema-post or
mema-sabi lang, posting
anything even meaningless
content just to gain attention)
The Viral Celebrity
(She/he draws attention and
comments, both positive and
negative all the time)

Criteria:

Content/Clarity - 2 pts

Grammar - 2 pts

Use of language - 1pt

1. How similar is modern communication with traditional face to face communication? 5 pts.

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
2/F Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

2. How different is modern communication from what it used to be? 5 pts.

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Criteria:

Content/Clarity - 4 pts

Grammar - 4 pts

Use of language - 2pt

Summarize key insights on the table below. 10 pts

Face to Face Communication Digital Communication

Limitations
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
2/F Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

Affordances

Activity 1.2

Examine the communication below.

Field of field of
experience Message experience

Source encodes decodes Receiver

Noise
 ICT-ED INSTITUTE OF SCIENCE AND TECHNOLOGY LIPA
2/F Mercedes Bldg. P. Torres St. Lipa City, Batangas 4217
(043) 757-4445 / (043) 757-5944

Criteria:

Content/Clarity - 2 pts

Grammar - 2 pts

Use of language - 1pt

1. What are the elements of communication? 5 pts

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
2. What are the barriers to communication? 5 pts
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________