The Catholic College of Agusan del Sur

Mt. Carmel College of San Francisco, Inc.

San Francisco, Agusan del Sur
Tel. No. (Philcom) (085) 839 – 2161/Bayantel (085) 343-8209
E-mail Address: mcc_sfregistrar@yahoo.com

MODULE No. 1
PURPOSIVE COMMUNICATION
COMMUNICATION MODELS

Module Introduction:

This module will introduce the different communication models that helps students to
understand how important is the communication to society. Students will be exposed to
different ways of looking at communication. It will give the students a good
understanding of why communication should be studied at the tertiary level, and the
potential of such a course in helping them transform themselves and their society.
Communication models will be used by the students in the future, and may explain why
communication tasks in the past have either failed or succeeded. It is a good
introduction to the different processes, principles, and dimensions of communication
that students should be aware of, when they start communicating in the academe and
the professional world.

WEEK 1
LESSON NO. 1 1
LESSON TITLE COMMUNICATION MODELS
DURATION/HOURS 3 HOURS
Specific Learning  By the end of this lesson, you should be able to:
Outcomes: 1. Understand the importance of communication in society;
2. Know the principles and processes of communication as
embodied in the communication models provided; and
3. Relate the communication models to their experiences and
apply them to their own communication processes.
TEACHING LEARNING ACTIVITIES

TASK 1:
Answer this Before –Reading Questions. (5 pts. Each)

1. Why is communication important to you?

2. Why is communication important to society?

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 3. Why do you think communication skills are considered to be essential in being good citizens?

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INTRODUCTION:

“ The art of communication is the art of leadership.” ( James Humes)

It is a mistake to believe that communication is a simple process. Although people

communicate with one another everyday, the real question is whether the ideas one
has expressed are truly understood by another. Communication breakdowns happen in
every part of the globe, and these have led to a plethora of problems. Effective
communication can breach peace, spark revolutions, and affect change in government.
However, to communicate properly, one cannot simply strive to express oneself and
leave understanding to fate; one must also learn how to organize one’s thought, control
one’s emotions, use one’s words to articulate concepts and arguments, and express
oneself in the best way possible.

The art of one’s communication reflects the are of one’s thinking. According to
James Berlin(1982), one of the major proponents of the New Rhetoric, “ In teaching
writing, we are not simply offering training in a useful technical skill that is meant as a
simple complement to the more important studies of another areas. We are teaching a
way of experiencing the world of a way of ordering and making sense of it”(776).

This is also true when it comes to all that language skills essential in
communication, whether this is in writing, reading, listening, or speaking. They are
tools that help us analyze, critique, and negotiate with the world. To construct ideas
and bring people to believe in one’s vision, it is important to communicate in an
effective, articulate manner. On a personal level, honing one’s communication skills can
also bring about success to one’s personal and professional life.

To lead nations or corporations, communication skills are essential. To work

smoothly as a team, communication is indispensable. And to create a vision that people
will believe in one needs to learn how to communicate purposely in today’s society.

TASK 2

Answer the following After-Reading Questions: (5 pts. Each)

1. What problems can happen when there are communication breakdowns?

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2. What does Berlin mean when he says “(In teaching writing), we are teaching a way of
experiencing the world, a way of ordering and making sense of it”?

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 3. Is this only true for writing? Explain.

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DISCUSSION

COMMUNICATION MODELS

One way of thinking about communication processes is by looking at the different

communication models available. According to Denis Mcquail and Sven Windahl ( 2013),
in their book Communication Models for the Study of Mass Communication, “ a model
seeks to show the main elements of any structure or process and the relationship these
elements….it helps in explaining by providing in a simplified way information which
would otherwise be complicated or ambiguous.”(2)

Professor Ramona S. Flores ( 2016), in her book Oral Communication in Context,

discusses four models of communication in the chapter “ Explaining the Nature of
Communication.” She discusses the different communication as follows ( Aristotle,
Shannon-Weaver, Schramm, and White, 2016):

The earliest model comes from Aristotle at around 5 B.C.. In this model, Aristotle
explains that speakers should adjust their messages according to their audience and the
occasion to achieve a particular effect. Let us apply this to a modern example. After the
Japanese attacked Pearl Harbor on December 7, 1941, then US President Franklin
Roosevelt delivered a stirring speech to declare war on Japan on December 8 ( National
Geographic, 2017). The speaker in this case, was US President Franklin Roosevelt and
his speech was crafted especially for the occasion, filled with strong words that were
crisp and straight to the point. The occasion was the US President’s response to the
attack on Pearl Harbor; the main audience was the US Congress; and the effect was to
persuade members of Congress to declare war on Japan, which they did, with only one
dissenting vote. These components of speaker, speech, occasion, audience, and effect
should be considered when communicating one’s message.

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 The Shannon-Weaver model was created by Claude Shannon and Warren Weaver
(Flores, 2016). According to the website Communication Theory. Org, in 1948. Shannon
and Weaver wrote an article in the Bell System Technological Journal entitled “ A
Mathematical theory of Communication.” According to Flores ( 2016), this also often
called the “ Telephone Model, “ since it was developed because of the technology of the
telephone and the experience of “ noise” coming from the switchboard.

The sender would be the person giving the message, while the encoder would
be the transmitter which converts the message into signals .Let us use the modern of
the mobile phone. With our modern example, the encoder would be the cellphone, and
the sender of course, would be the person calling. The decoder, on the other hand,
would be the reception place of the signal which converts into message, which is why in
modern parlance, when there is “ no signal,” there is difficulty in decoding the message.
The receiver would be the destination of the message by sender which would be the
person who is being called---and when there are problems, or “ noise” that interferes
with the message, then the receiver would give feedback, which is usually phrased as “
choppy,” when the message cannot be heard because of the signal. The messages are
transferred through the use of a channel; in the case of a telephone, the channel would
be the cables, while in the case of the cellphone, the channel would be radio
frequencies ( Communication Theory.Org).This model can also be used in other
situations, and can tell us how the message may sometimes get lost because of the
noise, which can be physical or psychological, and how feedback is an essential
component of communication to ensure that the message is successfully received.

On the other hand, when it comes to Schramm’s model of communication, there

are two primary models involved. The first one is built on the theories of Osgood, which
is why this is also known as the Osgood-Schramm model.

Osgood-Schramm Model of Communication

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 In this model, pay attention to the rate of the interpreter. Encoding and
decoding are not automatic processes both go through the filter of the interpreter.
Therefore, the message may succeed or fail, based on the interpreter’s appreciation of
the message. There are times when the sender and receiver may apply different
meanings to the same message and this is termed “ semantic noise”( Communicative
Theories.Org). His second model, on the other hand, builds, this theory about the
interpreter into the different fields of experience of the sender and the receiver.

For the message to reach the receiver, there must be a common field of experience
between the sender and the receiver. Although the receiver might not fully appreciate
all the nuances of the message, as there are parts of the sender’s experience that the
receiver has no knowledge of, the receiver may still understand the core meaning of the
message. According to Sneba Mishra ( 2017), this field of experience may constitute “
culture, social background, beliefs, experiences, values, and rules.”

The last model is Eugene White’s Stages of Oral Communication. According to

White, it is possible to begin at nay of the stages outlined in his model. People are
under the mistaken impression that when we communicate, we usually start with
thinking, but that is not necessarily the case. Since it is a circular model, it means that
oral communication is a continuous process with no real beginning or end. The most
important contribution from Eugene White’s model is the concept of feedback, which
can only be processed by the speaker if he or she has been monitoring the audience or
the listener. Hence, the speaker must also pay attention to the listener’s verbal and
non-verbal cues ( Flores, 2016).

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SYNTHESIS:

LET’S DIG DEEPER!

COMMUNICATION is not a simple process that starts with the speaker and
ends with the listener---- there are many factors that should be considered. When it
comes to the message, how the message is organized and what field of experience it
comes from should be taken into consideration. When it comes to the sender, the
best communication is the one that involves feedback. Furthermore, there are
several kinds of “ noise” that may severely affect the reception of the message and
thus, should be considered and avoided. Cultural differences, technology, and
interpretation need to be considered as well. To be good communicators, one needs
to pay attention to how people are responding to the message, and adjust
accordingly, rather than being preoccupied with simply expressing oneself.

ASSESSMENTS
Learning task: COMMUNICATION MODELS APPLIED

1. Explain the communication models based in your own

understanding and use your own example to explain
each model.( 10 pts. Each model)

2. Illustrate the model through a skit, which shows both

successful communication and failed communication.
Choose only two models that you preferred most.( 10
pts.each skit)

Note: Use an extra paper for this task.

ASSIGNMENTS Prepare for an online oral recitation using your cellphone.

RESOURCES: Uychoco, Marikit Tara A. and Santos, Maria Lorena;

Communication for Society, Purposive Communication. 2018.
Rex Book Store, Nicanor Reyes, Sr. St. Manila, Philippines.

Developed by:

MRS. JOVITH D. VILLANUEVA

Subject Teacher

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