COMM110- Purposive Communication

At the end of this module, you are expected to:

● Discuss the communication, its processes and principles to become more effective
communicators; and

● Be aware of communication ethics towards conscientious and respectful interactions.

COMM110- Purposive Communication

COMMUNICATION PROCESS AND PRINCIPLES

ives:
COMM110- Purposive Communication
Nature of the Communication Process
As we all know, human communication is vital for survival and it is one thing in life that
we cannot avoid to do.

Communication:
✔ The term „communication‟ comes from the Latin word „communis‟, which means
„common‟. To be common means “to come together” or “to commune” - “to share
something in common”.

✔ Communication is the process of exchanging ideas, thoughts, feelings and emotions from
one person to another

✔ With the use of symbols, communication may be verbal and/or non-verbal which aims
for understanding.

Black and Bryant (1922) define communication as:

✔ the process by which individuals share meaning.

✔ the process by which an individual (the communicator) transmits stimuli (usually verbal
symbols) to modify the behavior of other individuals (communicatee).

✔ occurring whenever the information is passed from one place to another. Not simply the
verbal, explicit, and intentional transmission of message, it includes all those processes
by which people influence one another.

What is PURPOSIVE COMMUNICATION?

Purposive communication

● Purposive communication is an intentional communication that happens within

the bounds of specific contexts.
● Purposive communication is a communication applied in specific setting,
environment, scene, social relations and culture.

COMM110- Purposive Communication

 Context affects the process of sending and receiving of messages; semantics or
meanings, choice of channels, words and methods of delivery.

COMMUNICATION AS A PROCESS AND ITS FOUR ATTRIBUTES

COMM110- Purposive Communication

ELEMENTS OF HUMAN COMMUNICATION

This communication model is basically based on the classical communication model of David
Berlo (1961), the SMCRE.

Berlo’s Model of Communication (1961)

(Classical Model)

COMM110- Purposive Communication

1. Source

• The source refers to a person or a group of persons “with a purpose, a reason for
engaging in communication” (Berlo, 1961).
• It initiates the communication process.
• It is also referred to as the encoder, sender, information, source or communicator.

2. Receiver

• The receiver refers to the person or group of persons at the other end of the
communication process.
• He or she is the target of the communication (Berlo, 1961).
• The receiver listens when the source talks; the receiver reads what the source writes.

3. Message

• A source must have something to transmit.

• His/her purpose is expressed in the form of a message.
• The message may be an idea, purpose or intention that has been translated into a code or
a systematic set of symbols (Berlo, 1961).

A message has three factors:

1. Message code – any group of symbols that can be structured in a way that is
meaningful to some person. Thus, language (sounds, letter and words) is a code
because it contains elements that are arranged in meaningful orders.

2. Message content – is the material in the message selected by the source to

express his/her purpose. Ex: research report (included writers‟ assertion‟s,
information presented, conclusions drawn.

3. Message treatment – decisions that the communication source makes in selecting

and arranging both code and content. Ex: A journalist writes an article (what
information to include, the angle of the story, the words he will use.)

COMM110- Purposive Communication

4. Channel

• modes of encoding and decoding the messages (e.g. speaking)

• message vehicles (e.g. sound waves)
• vehicle carriers (e.g. air)
• determined by: availability, money, source preferences, which channels are received
by most people at the lower cost, which channels have the most impact; which
channels are adaptable to the purpose of the source; which channels are most
adaptable to the content of the message.

5. Effect

• The outcome of a communication or the response of the receiver to the message of the
source.
• Sometimes it adheres to the desired outcome of the source, sometimes the effect is not the
desired outcome.

• Overt Effect – obvious or visible; responses include non-verbal cues (nodding of

head, signing of a contract).
• Covert Effect – non-observable but sometimes they are the most important.

6. Feedback

• When an individual communicates with himself, the messages he/she encodes are fed
back into his system by his decoder (Berlo, 1961).
• A communication response is feedback to both source and receiver.
• Feedback could take form of non-verbal or verbal cues.

COMM110- Purposive Communication

LEVELS OF COMMUNICATION

1. Intrapersonal Communication

✔ This is communication with oneself.

2. Interpersonal Communication

✔ This is often defined as face-to-face communication

✔ This is person-to-person communication which is communication between one
person, a group, or a room full of people at one time but still on a person-to person
basis.

3. Mass Communication

✔ A communication that employs technological devices (radio, television, films) to

disseminate symbolic content to large, heterogeneous, and widely dispersed
audiences (Janowitz, 1968 and McQuail, 1981).
✔ Communicating with large group of people at one time through the use of social
media.

COMM110- Purposive Communication

MODELS OF COMMUNICATION

\
1. Laswell’s Model

● Harold D. Laswell, an American political scientist.

● Limitations: It omits the elements of feedback; the model took for granted that the
communication is mainly a persuasive process. No feedback

2. Shannon and Weavers “Mathematical” Model

● Claude Shannon and Warren Weaver were engineers working for Bell Telephone
Company.
● the model answered the questions

COMM110- Purposive Communication

 ● one-way linear model
● it introduces the element of noise – in technical aspect, noise is anything that disrupts
the transmission of a signal; in human communication context, noise is anything that
disrupts the smooth flow of communication.

3. Newcomb’s Model

• Introduces the role of communication in a society or social

relationship.

• Communication maintains equilibrium within a social system

• If A and B have similar attitudes about X, then the system is

in equilibrium. Should their attitudes differ, then there is
no equilibrium and A and B must communicate to find a
way to put their system in balance.

4. Osgood – Schramm Model

● Circular model by Wilbur Schramm and Charles Osgood

● Compared to Shannon and Weaver‟s model which focuses on channel while
Schramm and Osgood model focuses on the actors in the communication to be equal
in performing the tasks of encoding, interpreting, and decoding messages.

COMM110- Purposive Communication

 5. Dance’s Helical Model

● Portrays the communication process as moving.

● Shows the dynamism of the communication process
● May be used to illustrate information gaps and the thesis that
knowledge tends to create more knowledge.

FORMS OF COMMUNICATION

Verbal Language

Verbal language consists of symbols such as letters, words, and other marks that you
need to subject to language or grammar rules for a coherent or organized means of understanding
or expressing ideas. This verbal or spoken language becomes a written language once you put
on paper or any surface the marks or prints symbolizing or representing the ideas you intend to
convey or have spoken to others. Verbal symbols refer to the use of speaker language (Antonio,
et.al., p.30)

COMM110- Purposive Communication

Verbal communication

● Verbal communication is the transmission of ideas, opinions, feeling emotion or attitude

through the use of oral language.

● Examples of verbal communication are meetings, letters, reports, emails, notes, memos,
group discussions, interviews, counseling, face-to-face conversations, telephone calls,
radio, etc.

Non-verbal Communication
● Non-verbal communication refers to the sending of messages to another person utilizing
method or means other than spoken language. These methods include the following:

a. Visual

1. Posture is the position and movement of the body. The way we stand or carry
ourselves speaks so much of our personality

2. Gestures and Body Movements. When a student s raise their hands in a lecture
class, they may want to recite, ask a question or make a request.

3. Facial expression. It is the arrangement of facial muscles to communicate

emotional states or reactions to messages.

4. Eye Movements. It is said that “the eyes are the windows of the soul.” Our eyes
can communicate love, hatred, anger, joy, fear or any other type of emotion. Eye
movement can be a form of feedback and therefore play an important role in the
communication process.

5. Proxemics. According to Edward T. Hall, proxemics stands for the way people
communicate by their use of space in relation to other people.

6. Geographic Location. The position of the interactants during a communication

event shows the kind of relationship existing between the speaker and listener.

7. Time. A person‟s observation of time reveals a lot his personality. Punctuality

and tardiness talk louder than physical characteristics.

COMM110- Purposive Communication

 8. Artifacts. These refer to things or objects we put on our body, in our homes or in
our personal possessions. The clothes we wear, the jewelry we put on, the
material objects we stores in our bags, the decorations we buy for our house, and
places of work speak so much of ourselves.

9. Physical characteristics. The color of one‟s skin, the size and shape of one‟s
body or the color of one‟s hair conveys a message.

b. Auditory

1. Silence. There is a saying that “silence speaks louder than words.” A person‟s
silence may mean approval or disapproval, acceptance or non-acceptance,
understanding or lack of it.

2. Paralanguage. This is the technical name given to the non-verbal features in

speech such as intonation, pitch, louden, and intensity.

3. Tactile. This refers to communication through touch, a method of conveying

feelings without the use of words.

4. Olfactory. This form of communication refers to smell. The cologne or perfume

we wear can tell the kind of person we are to whoever e come in contact with in
different situations.

5. Gustatory. This refers to communication though taste. The choices we make in

terms of the food and drink we take for our everyday nourishment indicate the
type of individual we are or want to become.

COMM110- Purposive Communication

REFERENCES
● https://worldofwork.io/2019/07/the-7-cs-of
communication/#:~:text=The%20seven%20C's%20of%20communication,%2C%20conci
se%2C%20considered%20and%20courteous.
● http://www.natcom.org/Default.aspx?id=134&terms=Credo

● Suarez, C. A, Perfecto, M. R. G., Canilao, M.L.E.N. and Paez, D.B. 2018. Purposive
Communication in English. BlueBooks. Ateneo De Manila University Press. Quezon
City

COMM110- Purposive Communication