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PCO Module 1: Introduction To Communication

1. Introduction/Overview
           Communication plays a vital role in human life. This module will help us to understand its significance.  It not only
helps to facilitate the process of sharing information and knowledge, but also helps people to develop relationships with
others. Therefore, the importance of communication cannot be underestimated. Every day, we communicate with a lot of
people including our families, our friends, our colleagues, or even strangers. We should learn how to communicate
effectively to make our lives better.

1.1. Learning Outcomes

 At the end of the lesson, student should be able to:

a. Describe the nature of communication process;

b. explain the communication process and its elements through various models;

c.discuss the principles of communication and their ethical implications;

d.. examine how communication works as applied to various texts and situations.    

1.2. Lesson 1: The Basics of Communication

Topic 1 -Why is Communication important in Human Life?

         Communication is a process of sending and receiving information among people. Humans communicate with others
not only by face-to-face communication, but also by giving information via the Internet and printed products such as books
and newspapers. Many people believe that the significance of communication is like the importance of breathing. Indeed,
communication facilitates the spread of knowledge and forms relationships between people.

What is the difference between language and communication?

The Definition of Language

             Language is a distinctly human activity that aids in the transmission of feelings and thoughts from one person to
another. It is how we express what we think or feel—through sounds and/or symbols (spoken or written words), signs,
posture, and gestures that convey a certain meaning. Among people, language is the primary means of communication. It
is through language communication, spoken or written, that we are able to share our ideas, opinions, views, and emotions
with another person.

            The purpose of language is making sense of complex and abstract thought. Various languages are used by
people residing in different areas or belonging to different communities. Over time, languages have been passed down
verbally through generations and eventually reduced to some form of written record. Language, as a tool, primarily occurs
in auditory channels and is open to dynamic change. The written form is an unchanging set of material by which others
can learn to communicate in a given language and has, therefore, become a vital aid to global human communication.

The Definition of Communication

Communication is described as, “an act of interchanging ideas, information, or messages from one person or place to
another, via words or signs which are understood to both parties.” It’s a crucial activity for any group of beings, because it
is the means by which members of the group cooperate together.

Communication is necessary for any group to function effectively. It is, at its core, a two-way activity, consisting of seven
major elements: sender, message, encoding, channel, receiver, decoding, and feedback.

A message is encoded then sent from one individual (sender) to another (receiver), through a channel. That message is
then decoded and given feedback, if communicated effectively.

Today, there are a variety of communication channels available: face-to-face, phone calls, emails, social media platforms,
brochures, advertisements, television, signs, fliers, reports and more. Feedback is essential, for it is then that the process
of communication comes full circle.The process of communication affects all sensory channels, as it can occur in a variety
of ways.
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Language vs. Communication: Working Together

Communicating with others is a basic human need. Healthy living involves interacting and engaging with others. And our
primary means of doing so is through shared language. As we obtain the capability of communicating across languages,
we achieve interaction at the global level. It is not really language vs. communication; it is language and communication.

Shared language is critical to such vital functions as business and education. We are living today in an interconnected
global community, where communicating through shared language is increasingly possible.

Overall, communication has a wider scope than language, as communication encompasses language. A good analogy of
the relationship between language and communication is to look at communication as the car, and language as the road.
The car of communication can go down another road (another language), or even go off-roading.

Language allows us to communicate in a variety of ways, but it is only one set of tools in the larger scheme. Besides
language, the communication tool set is comprised of things like empathy, knowledge, body language, facial expressions,
and intonation.

Relationships thrive through communication, regardless of the shared language. Therefore, it is up to businesses and
organizations to communicate with their target audiences in the correct shared language.

1.3. The Nature of Communication

There are four key terms that should be defined to fully understand communication;

1. PROCESS

       Process implies continuity. The circumstances that occur before starting a conversation and even the incidents that
follow it may still affect future conversations. This indicates that communication is a PROCESS that is constantly moving
and continuously changing. Communication is considered a process because it is an activity in itself. Communication as a
process is continuous, moving and ever changing.

2. SYSTEM

        In the definitions of communication presented at the beginning of this chapter, phrases such as “oneself to another
entity,” “from a source to a receiver,” and “people interact” suggest that communication operates within the SYSTEM.
Wood(2012) defined system as interrelated parts that affect one another. To effectively communicate and interpret a
message, it is important to understand the system within which communication takes place.

3. SYMBOLS

        When people communicate, they rely on symbols- a concrete representation of something abstract. It is a tangible
counterpart of something intangible. Communication is symbolic as it involves interaction with and through symbols.

4. MEANINGS

       At the heart of communication is MEANING. This means that when people communicate, they attach meaning to the
symbols use( either verbal or non-verbal) with the intent that the person/s they are communicating with share the same
meaning as intended.

1.4. Elements of Communication

1. People-  People who are involved in the communication process assume two roles – both as sources and receivers of
the message.

The source – message

The receiver – target of the message

2. Message- This is the verbal and non – verbal form of the idea, thought, or feeling that one intends to communicate to   
another person or group of people.

                Verbal Message – language

                Non – Verbal Message – gesture, body movements, sign languages and facial expression.
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3. Channel-  It refers to the means with which the message is delivered.

4. Feedback- It is the receiver’s verbal and non-verbal response to the source’s message. When one delivers a message,
a response is expected. 

 5. Code- In human communication, this code pertains to language.

Is a systematic arrangement of symbols used to create meanings in the mind of another person/s.

      Example:

If someone yells “ stops “ as you approach a street, the word stops serves as a symbol that you likely to interpret
as warning or danger.

6. Encoding and Decoding

                Encoding – is defined as the process of translating an idea or a thought into a code.

                Decoding – the process of assigning meaning to an idea or a thought.

7. Noise or Barrier

                Noise – refers to any interference in the encoding and decoding process which affects the clarity and
understanding of a message.

 FOUR (4) types of Noise

1. Physical Noise - interference that is external to both speaker and listener; it hampers the physical transmission of the
signal or message.

2. Physiological Noise - created by barriers within the sender or receiver.

3. Psychological Noise -   mental interference in the speaker or listener.

4. Semantic Noise - interference created when the speaker and listener have different meaning systems.

1.5. Voice Qualities

Voice is the production of sound, while 

Speech is the combination of sounds so that they become symbols that represent meanings to both speaker and listener.

The distinctive characteristics of voice that makes it pleasant or unpleasant hear it is quality.  This is often referred to as a
“timbre” or “tone color and it results from the weight exerted on the vocal chords by the resonators in the process of
speaking.

Quality of a voice is determined by the combination of resonances (richness and volume) of sound, tone, and timbre
between individual and voices so that you are able to identify one person to another.
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The difference between a good voice with unpleasant ones; It should be Understandable, Clear, Pleasant and Varied.

There are five common voice qualities: normal, breathy, full, chesty and thin.

1.  The Normal Voice. in conversation, you speak naturally showing little or no emotions.

Example  is in praying. We just speak showing our natural voice.

Let’s practice conversational speech ;

                        In you, O lord, I take refuge; let me never be put to shame, In your justice rescue me, and deliver me,
incline your ears to me, and save me. Be my rock of refuge, a stronghold to keep me safety, for you are my rock and my
fortress. 

                       On you I depend from birth. A portent am I to many, but you are my strong refuge. My mouth shall be filled
with your praise, with your glory day by day. ( Psalm 71) 

2. The Breathy Voice. Create an atmosphere of secrecy and mystery you use a breathy or a whispery voice. Whispered
type of tone is an “aspirate” quality of the voice best heard in the “stage whisper”.

Ex.  The partner of The Lord of the Rings- Precious, using breathy voice.

3. The Full Voice. In many forms of public speaking when the voice must be projected to a greater distance, or when an
occasion is formal and dignified you use the full, deep quality of your voice.

This is also known as the “orotund” (round mouth quality.  It is used to create a mood of reverence and solemnity.

4.The Chesty Voice. This is a deep hollow voice as if coming from a deep and empty cave. Its voice quality has less
nasal resonance and its accompanied vibration in the bony structure of the upper chest thus making it a chesty voice with
a “pectoral” quality.

It is used as part of a spirit or a ghost voice.

Let’s try this in a ghostly voice…

I am thy father’s spirit

Doom’d for a certain term to walk the night,

And for the day confined to fast in fires

Till the foul crimes done in my days of nature.

-Hamlet

5.The Thin Voice. This voice quality is thin and high-pitched, the high pitch being its chief characteristics. 

This “Falsetto” kind of voice is featured as a weakening voice, extreme fatigue, old aged, ill-health or extreme excitement.

Let’s try your falsetto voice

A better’d, wrecked old man,

Thrown on this savage shore, far far from home.

Prayer of Columbus

                            Walt Whitman

1.6. Volume and Voice Projection

Introduction

      One of the common problems that confront listeners in nay speech situation is not being able to hear a speaker whose
words is inaudible and difficult to follow and understand. This cause may be traced to difficulties in volume and projection.
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      Volume is the degree of loudness, and projection is the process of directing the voice to a specific target. To project
your voice, define your message and identify the target or focus of the message.

TARGET

       This is the particular direction to which you are aiming and addressing –the person directly in front of you, those in the
last row, or the entire audience.

VOICE FOCUS

       Requires  focusing your voice on a definite direction. Two significant factors help in this aspect-the purpose and
nature of your message.

Guidelines to achieve volume and project your voice well

1. Carry your tone or throw out your voice as far as the speech and the situation will require

2. Practice proper breath control.

3. Identify your listeners and acknowledge your audience; reach out everyone in the room and direct your voice to them.

4. Develop a very positive attitude toward speaking to an audience.

5. Identify your listeners and acknowledge your audience; reach out everyone in the room and direct your voice to them.

6. Develop a very positive attitude toward speaking to an audience.

7. Cultivate a sense of participation with your listeners.

8. Always direct your thoughts toward the last row of listeners ensuring that your message will reach them.

1.7. Assignment 1 : Selecting & Analyzing a Video Clip

1. Choose and watch any Filipino commercial which deals with relationships (partner, family, friends etc.) . Analyze the
commercial and explain how they relate to one another and how they fit into the communication process. Write your
answer on the space provided. (100%)

Share the link on your paper. 

Rubric for Grading:

 (Selection of commercial- 30% / Discussion-40% / communication relationships-30%)

1.8. Viewing Activity

The 3 models of communication
Linear model
Interactive model
Transactional model
https://youtu.be/5a9AQeSFI1Y

1.9. Part 1: The Different Models of Communication

1. Aristotle’s Model of Communication

                Aristotle(384-322 B.C) was a Greek philosopher and writer born in Stagira,

Northern Greece. He was also the teacher of Alexander the Great. He studied physics,
logic, mathematics, etc.

               While exploring the human nature scientifically, Aristotle developed a linear
model of communication for oral communication known as Aristotle’s Model of
Communication. This is considered as the first model of communication and was proposed
before 300 B.C. It is also the is most widely accepted among all communication models.
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       Aristotle's Model is mainly focused on speaker and speech. It can be broadly divided into 5 primary
elements: Speaker, Speech, Occasion, Audience and Effect.

              The Aristotle’s communication model is a speaker centered model as the speaker has the most important role in
it and is the only one active. It is the speaker’s role to deliver a speech to the audience. The role of the audience is
passive, influenced by the speech. This makes the communication process one way, from speaker to receiver.

           The speaker must organize the speech beforehand, according to the target audience and situation (occasion). The
speech must be prepared so that the audience be persuaded or influenced from the speech.

            He believed “Rhetoric” is the study of communication and persuasion and different message or speech should be
made for different audiences at different situations to get desired effects or to establish a propaganda. This model was
highly used to develop public speaking skills and create a propaganda at that time so, it is less focused on intrapersonal
or interpersonal communication.

             Even if the model is speaker oriented and focuses on audience interaction in communication, there is no concept
of feedbacks.

          For instance, a politician (speaker) gives a speech to get votes from the civilians (audience) at the time of election
(occasion). The civilians only vote if they are influenced by the things the politician says in his speech so the content must
be very impressive to influence the mass and the speaker must design the message very carefully.

          The speech must be clear as well as the speaker must have a very good non-verbal communication with the
audience like eye contact. This example is a classic case of Aristotle Model of Communication depicting all the elements
in the model.

Critical Elements of a Good Communicator

Aristotle has given 3 elements that must be present in a good communicator or public speaker. These elements are
related to each other and they reinforce the other elements.

Ethos

Ethos is the characteristic which makes you credible in front of the audience. If there is no credibility, the audience will not
believe in you and will not be persuaded by you. Expertise and positions also give credibility to a person.

For instance, the mass will not listen to the promises of a corrupt politician, but if a politician is known for his good deeds,
there’s a high change his speech will be heard.

Pathos

If what you say matters to them and they can connect with it, then they will be more interested and they will think you are
more credible. Emotional bonds will make the audience captivated and they feel the speaker is one of their own people.

For instance, if people of a village needs water and the politician tells them that he will help in building roads, the people
will not get influenced but might be more influenced if he says he’ll build a dam for drinking water and irrigation.

 Logos

Logos is logic. People believe in you only if they understand what you are trying to say. People find logic in everything. If
there is no logic behind the speaker’s work or time, they do not want to get involved. Everybody has a sense of reason.
You must present facts to the audience for them to believe in you.
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For example, a presenter using factual data in an awareness program will attract the audience’s attention and will make
them believe in the need of awareness in the particular matter.

Criticisms of Aristotle’s Model of Communication

There are few criticisms around this model. Some of them are

 There is no concept of feedback; it is one way from speaker to audience.

 There is no concept of communication failure like noise and barriers.
 This model can only be used in public speaking.

Source: https://www.businesstopia.net/communication/aristotles-model-communication

2. Shannon and Weaver Model of Communication

           In 1948, Shannon was an American mathematician, Electronic

engineer and Weaver was an American scientist both of them join
together to write an article in “Bell System Technical Journal” called “A
Mathematical Theory of Communication” and also called as “Shannon-
Weaver model of communication”.

            This model is specially designed to develop the effective

communication between sender and receiver. Also they find factors
which affecting the communication process called “Noise”. At first the
model was developed to improve the Technical communication. Later it’s
widely applied in the field of Communication.

            The model deals with various concepts like Information source,

transmitter, Noise, channel, message, receiver, channel, information
destination, encode and decode.

Sender :  The originator of message or the information source selects desire message

Encoder : The transmitter which converts the message into signals

Note: The sender’s messages converted into signals like waves or Binary data which is compactable to transmit the
messages through cables or satellites. For example: In telephone the voice is converted into wave signals and it transmits
through cables

Decoder : The reception place of the signal which converts signals into message. A reverse process of encode

Note : The receiver converts those binary data or waves into message which is comfortable and understandable for
receiver. Otherwise receiver can’t receive the exact message and it will affect the effective communication between
sender and receiver

Receiver : The destination of the message from sender

 Note : Based on the decoded message the receiver gives their feed back to sender. If the message distracted by noise it
will affect the communication flow between sender and receiver

 Noise:  The messages are transferred from encoder to decoder through channel. During this process the messages may
distracted or affected by physical noise like horn sounds, thunder and crowd noise or encoded signals may distract in the
channel during the transmission process which affect the communication flow or the receiver may not receive the correct
message
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 Note : The model is clearly deals with external noises only which affect the messages or signals from external sources.
For example: If there is any problems occur in network which directly affect the mobile phone communication or distract
the messages

 Practical Example of  Shannon-Weaver model of communication :

             Thomson made call to his assistant “come here I want to see you”.  During his call, noise appeared (transmission
error) and his assistant received “I want” only. Again Assistant asked Thomson (feedback) “what do you want Thomson”.

Sender       :   Thomson

Encoder     :   Telephone (Thomson)

Channel     :   Cable

Noise          :   Distraction in voice

Reception  :   Telephone (Assistant)

Receiver     :   Assistant.

Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages.

*The noise which affect the communication flow between them.

Source: https://www.communicationtheory.org/shannon-and-weaver-model-of-communication/

3. David Berlo’s SMCR Model of Communication

             In 1960, David Berlo postulated Berlo’s Sender-Message-Channel-Receiver (SMCR)

model of communication from Shannon Weaver’s Model of Communication (1949). He
described factors affecting the individual components in the communication making the
communication more efficient.

              The model also focuses on encoding and decoding which happens before sender sends the message and before
receiver receives the message respectively.

              Berlo’s Model has mainly, four components to describe the communication process. They are sender, message,
channel and receiver. Each of the component is affected by many factors.
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Components of Berlo’s Model of Communication

S -Sender

Sender is the source of the message or the person who originates the message. The person or source sends the
message to the receiver. The following are the factor related to sender and is also the same in the case of receiver.

Communication Skills

Communication skills of a person is a factor that affects the communication process. If the sender has good
communication skills, the message will be communicated better than if the sender’s communication skills are not good.
Similarly, if the receiver cannot grasp the message, then the communication will not be effective. Communication skills
include the skills to speak, present, read, write, listening, etc.

Attitude

The attitude of the sender and the receiver creates the effect of the message. The person’s attitude towards self, the
receiver and the environment changes the meaning and effect of the message.

Knowledge

Familiarity with the subject of the message makes the communicated message have its effect more. Knowledge on the
subject matter makes the communicator send the message effectively.

Social Systems

Values, beliefs, laws, rules, religion and many other social factors affect the sender’s way of communicating the message.
It creates difference in the generation of message. Place and situation also fall under social systems.

Culture

Cultural differences make messages different. A person from one culture might find something offensive which is very
much accepted in another culture.

M-Message

A message is the substance that is being sent by the sender to the receiver. It might be in the form of voice, audio, text,
video or other media. The key factors affecting the message are

Content

Content is the thing that is in the message. The whole message from beginning to end is the content.

Elements

Elements are the non-verbal things that tag along with the content like gestures, signs, language, etc.

Treatment

Treatment is the way in which the message is conveyed to the receiver. Treatment also effects the feedback of the
receiver.

Structure

The structure of the message or the way it has been structured or arranged, affects the effectiveness of the message.

Code

Code is the form in which the message is sent. It might be in the form of language, text, video, etc.

C-Channel

       Channel is the medium used to send the message. In mass communication and other forms of communication,
technical machines might be used as a channel like telephone, internet, etc. But in general communication, the five
senses of a human being is the channel for the communication flow and it affects the effectiveness of the channel.

Hearing – We receive the message through hearing.

Seeing – We perceive through seeing. We also get non-verbal messages by seeing.

Touching – Many of the non-verbal communication happens from touching like holding hands.

Smelling – We collect information from smelling.

Tasting – Taste also provides the information to be sent as a message.

R- Receiver
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      Receiver is the person who gets the message sent in the process. This model believes that the thinking pattern and all
other factors mentioned above must be in sync to that of the sender for the communication to be effective. The message
might not have the same effect as intended if the receiver and sender are not similar. The receiver must also have a very
good listening skill. Other factors are similar to that of the sender.

Communication skills

Attitudes

Knowledge

Social Systems

Culture

1.10. Part 2: The Different Models of Communication

4. Lasswell’s Comunication Model

          Lasswell’s communication model has 5 components which is used as an analysis tool for evaluating the
communication process and components. The components are the questions to be asked to get the answers and keep
communication going.

Components Meaning Analysis

the communicator or sender or source of
Who message Control Analysis
Says What the content of the message Content Analysis
In Which
Channel the medium or media Media Analysis
Audience
To Whom the receiver of the message or an audience Analysis
With What Effect the feedback of the receiver to the sender Effect Analysis
Explanation of different Components of Lasswell’s Model

Control analysis helps the sender to have all the power.

Content analysis is associated to stereotyping and representation of different groups politically. It is also related to the
purpose or the ulterior motives of the message.

Media analysis represents which medium should be used to exercise maximum power against the receivers.

Audience analysis shows who are the target population to be manipulated or brain-washed.

Effect analysis is done before the process starts. It is used to predict the effect of message over the target population to
be exploited.

Explanation of Lasswell’s Communication Model

Though Lasswell’s model was developed to analyze mass communication, this model is used for interpersonal
communication or group communication to be disseminated message to various groups in various situations.

Lasswell’s model was developed to study the media propaganda of countries and businesses at that time. Only rich
people used to have communication mediums such as televisions and radios back them. It was made to show the mass
media culture.
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            Lasswell also brought the concept of Effective Communication Process. He talked about the relation between
presentation of facts and how it generates different effects. The use of the concept of effect makes Lasswell’s model non-
linear unlike it’s name. It’s because effect can also be taken as feedback.

             Though, generally, the component of effect was made to be more about outcome of the message, the model is
applied in different medias and fields despite being developed specifically for mass communication.

         This model is similar to the communication model proposed by Claude Shannon and Warren Weaver. Their model is
more graphical than Lasswell’s. Geo rge Gerbner who is the founder of the cultivation theory, expanded Lasswell’s model
and included the concept of reaction of the receiver.

Disadvantages and Criticisms of Lasswell’s Model

          The major criticism of Lasswell’s Model is that it does not include feedback and it ignores the possibility of noise.
Without feedback, a communication process cannot be fruitful. Lasswell’s model is very linear and does not consider
barriers in the communication process.

          The model is also criticized for being very general and only including very traditional topics. The model is very
simplistic. The model is said to be propaganda based as it is more focused on the resulting outcome and generally used
for media persuasion.

Source: https://www.businesstopia.net/communication/lasswell-communication-model

6. Helical Model of Communication

“If you’re born today, you’ve limited expressions”- Frank Dance

             Frank Dance proposed a communication model inspired by a helix in 1967, known as Helical Model of
Communication. A helix is a three dimensional spring like curve in the shape of a cylinder or a cone.

            Helix is compared with evolution of communication of a human since birth to existence or existing moment. Helical
model gives geometrical testimony of communication. The model is linear as well as circular combined and disagrees the
concept of linearity and circularity individually.

 Concept of Helical Model of Communication

          Helical model of communication introduces the concept of time where continuousness of the communication
process and relational interactions are very important. Communication is taken as a dynamic process in helical model of
communication and it progresses with age as our experience and vocabulary increases.
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               At first, helical spring is small at the bottom and grows bigger as the communication progresses. The same
effect can be seen with communication of humans, where you know nothing about a person at first and the knowledge
grows steadily as you know the person better. It considers all the activities of the person, from the past and present.

                Communication is affected by the curve from which it emerges which denotes past behavior and experiences.
Slowly, the helix leaves its lower levels of behavior and grows upward in a new way. It always depends on the lowest level
to form the message. Thus, the communicative relationship reaches to the next level in which people share more
information.

               Communication is supposed to be continuous and non-repetitive. It is always growing and accumulative.

Example of Helical Model of Communication

A child crying at birth signifies the communication of the child to its parents that he/she is alive. After some years, the child
cries whenever the child needs anything like food or attention. He/she learns words and starts communicating with words.

 The child learns specific languages and communicates with the people who know the language that he/she knows.
Communication becomes more complex as the child grows into adult and to the existing moment. The adult uses the
same pronunciations and use of words or facial expressions that he/she learned when he/she was a child.
Communication is directly dependent on his/her past behavior as a child but can also modify as the person grows.

                In this example, communication evolves with the child crying. This is where the helix is small at the bottom. And
he continues communication, the helix gradually grows. When the communication becomes more complex, the spiral
grows wider. From then on, it grows steadily as his life goes on.

Advantages of Helical Model of Communication

      1. The model assumes sender and receiver to be interchangeable and makes communication process to be two way.

     2.  The model takes the communication process speculative and intellectual.

Disadvantages of Helical Model of Communication

1.        The model is taken as more simple than it should be.

2.        Some critics don’t take it to be a model as it has very few variables.
3.         It is not testable because it is abstract.
4.         It is not represent in a systematic and orderly way.
5.         Variables cannot be differentiated in this model.
6.         Continuity may not always be true for communication. There might be breaks in situations as well               
as    events can be meaningless, forced or unproductive.
7.        The purpose of communication is not always growth.

 7. Schramm's model of communication

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                     This model shows how meaning is transferred from one person or group to another. Here he added Field of
experience: are based on individual beliefs, values, experiences a nd learned meanings both as an individual or part of
group.

                    He suggest that message can be complicated by different meaning learned by different people. Thus,
Schramm says Message meaning can be Denotative or Connotative.

                    Denotative meaning: it is based on Dictionary meaning of word. Which is universally same and accepted by
all?

                     Connotative meaning: based on one’s Emotional or Personal experiences , thus can be different for different
persons , based upon their evaluation. Thus, incorporating the study of human behavior.

             This is another Schramm's model of communication which is  used in both Intrapersonal and Interpersonal
communication.   The model takes communication as a never ending process which constitutes messages and
feedbacks.

              Each person is both sender and receiver, so there must be interpretation of the message on each turn. The
interpreted data is known as information. This makes communication effective but might cause problems too as the
message sent after encoding might not be the same when decoded by the receiver. So, this model is not conventional like
other models that only talk about sender and receiver. 

            Feedback is also a very important component as it lets the sender know if the receiver has interpreted the
message as required or not. The message becomes useless if the receiver does not understand it making feedback
different than the expected outcome.

1.11. How Communication Process Works

https://youtu.be/q6u0AVn-NUM How Communication Process Works

1.12. Communication Models Applied to Life situations

https://youtu.be/iFEN-XjdT_4 Communication models

1.13. Ted Talk Viewing : Sherry Turkle Speech

Instruction

               View This video clip, take the transcript, and summarize the message. Make you reaction or response to the
article. Try to relate yourself with the recent trends in wireless communication. Pass your work in pdf file.  
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https://youtu.be/t7Xr3AsBEK4 Connected, but alone? | Sherry Turkle

2. Communication in Multicultural settings

Learning Outcomes

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

            a. distinguish the various contexts to which communication occurs;

            b. explain relationship between culture and communication;

            c. compare and contrast culturally related terms to increase intercultural awareness and sensitivity in
communicating ideas;

           d. demonstrate how to communicate effectively with different kinds of people in multi-cultural settings and contexts.

2.1. Different Communication Contexts

           Context- refers to the circumstances and settings of communication. 

The following are the different communication contexts.

PERSONAL CONTEXT-It involves the background of both the sender and the receiver of the message. 

Ex. -education, religion, socioeconomic status, marital status  and other beliefs.

PHYSICAL CONTEXT-It is the environment where communication takes place It include factors perceived by the senses
such as temperature, humidity, odor, lighting and noise level.
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SOCIAL CONTEXT- It refers to the kind of relationship that exists between the sender and the receiver.

PSYCHOLOGICAL CONTEXT- It includes the emotions and feelings of the participants   in the communication process. It
also involves opinions, judgements, prejudices, attitudes and perception toward each other.

CULTURAL CONTEXT- -sets of beliefs, value systems, guiding principles and assumptions based on one’s race,
ethnicity, age, gender, sexual orientation, gender identity and religion, within which communication happens.
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2.2. Assignment : Cultural Dimensions

       Below are cultural dimensions. In each dimension, choose the one that characterizes the Filipino. Provide an example
to support your answer. You may use real-life experiences, a television show, a TV commercial, an article, or a literary
composition, provided that they are situated in the Filipino context. 
Do it on a separate sheet and submit it on a pdf file. 
Criteria for grading: 

(Choices of samples -5% /relevance 10%=80 %)

2.3. COMMUNICATION AND CULTURE

Communication and Culture are entwined and inseparable. Culture influences   what and how we communicate with
people.

Culture – is defined as set of unique and shared beliefs & values that guide a certain group of people on how to think,
behave and act.
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CULTURAL DIFFERENCES

To increase awareness and to develop competence in communicating in a multicultural settings, it is essential to unlock
some cultural dimensions, provide examples, and explain how they affect communication as adapted by Verdeber et al.
(2015) from the early works of Edward T. Hall, and more recently, by Gerard Hendrick (Geert ) Hofstede.

2.4. CULTURAL DIMENSIONS IN COMMUNICATION

1 Individualistic Culture vs. Collectivist Culture

2. LOW-CONTEXT CULTURE VS. HIGH-CONTEXT CULTURE

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3 MONOCHRONIC  CULTURE VS. POLYCHRONIC CULTURE

4 UNCERTAINTY AVOIDANCE CULTURE 

5 POWER DISTANCE

6 GENDER PROMINENCE CULTURE: MASCULINE CULTURE VS. FEMININE CULTURE

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7 Long-term or Short-term Orientation Culture

3. Communication through Verbal and Non Verbal

Communication
          At the end of the lesson, you should be able to;

a. distinguish between verbal communication from non-verbal communication;

b. discuss the varieties and registers of spoken and written English;

c. employ the appropriate varieties, registers and expressions in spoken and written discourse

3.1. Verbal, Non Verbal Communication and Language Registers

A. Verbal Communication

                 Communication is not just confined to speaking. It is actually possible to be communicating without taking or
uttering even a single word.  There are two types of communication. These are verbal communication which uses spoken
or written words to communicate a message. On the other hand, there is also non – verbal communication which uses
body language, gestures, facial expressions, and even posture to communicate.

B. VERBAL COMMUNICATION: LANGUAGE VARIETY AND REGISTER

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         Language is a set of arbitrary symbols which create possible combination of utterances primarily used for
communication. Language register refers to the level and style of spoken and written discourse depending on the context
you are in. It determines the vocabulary, tone, and structure of your language. When you talk to your friend, you use a
more formal language register, more casual and friendly, than when you talk to your teacher where you employ a more
formal language register, a polite tone and well-thought out words.          

THERE ARE THREE TYPES OF LANGUAGE REGISTERS

   1. Formal – this type of register is used in a professional context. It is highly structured, impersonal, and more    serious
in this tone, vocabulary, and grammar.

  2. Informal – Language is casual, personal and more intimate in its tone, sentence structure, and choice of    words.

  3. Neutral – This is a more factual and non-emotional type of language register.

  C. Non-Verbal Communication

                    Nonverbal communication is our primary mode to communicate feelings and emotions which we   usually do
not express verbally. Non-verbal expressions are thus more reliable than words. What you do speaks   so loud, I can’t
hear what you say. 

                      Non-Verbal messages refer to the cues that are sent through body language, posture, gesture, movements,
facial expression, and appearance that are used in place of or simultaneously with verbal message.

    A.  NON – VERBAL MESSAGES CAN BE GROUPED INTO;

1. KINESICS: USE OF BODY. The technical name for the interpretation  that comes along with motions when someone
communicates is kinetics. This includes gesture, movements, posture, eye contact facial expression, and touch.

2. PARALANGUAGE : USE OF VOICE

         The voice should have intelligibility, variety, and understandable patterns Intelligibility pertains to the loudness of
your voice rate of your speech, pronunciation, and enunciation. Variety refers to your pitch, force, and pause.

3. PROXEMICS : USE OF SPACE

                   Proxemics refers to the space

in which our interpersonal communication
takes place affects us in many subtle ways
in which we are not always aware of.

Types of Proxemics

1. Intimate – Distance varies from

touching to a space of 1-1.5 feet. Intimate distance is appropriate only for the
most intimate conversations.

2. Personal Distance- has a space roughly 1-2.5 feet. This

is when people meet in an office or on the street.
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3. Social distance varies from 4-6 feet. This kind of distance is good for impersonal business.

4. Public distance starts about 12 feet and extend as is

feasible in a large room.

5. ORIENTATION/GEOGRAPHIC LOCATION: as important

as distance is the geographic location of the participants –
where people are in relation to one another.

6. Gestures and Body Movements -  Gestures are probably

one of the first means of communication that human  beings
developed before oral language appeared.

7. Postures – body postures are another signal

which is largely involuntary but can communicate
important social signals.

8. Facial Expressions – is a key characteristic of nonverbal

communication, your facial expression can communicate
happiness, sadness, anger, or fear. This refers to change sin the
use of mouth, eyes and cheeks

9. Silence - This technique is used to convey meaning either

consciously or unconsciously. Sometimes, silence can convey positive message. Silence does not mean absence of
communication.

10.   CHRONEMICS : USE OF TIME

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As previously discussed, chronemics refers to how people perceive and value time   In a monochromic culture
“Time is of the essence.”

3.2. Assignment: Verbal and Non-Verbal Communication

Instructions:   Read the following questions carefully and answer them concisely on a separate paper, submit  your
paper in pdf file. (25 pts. each)

1. What is the difference between verbal and non-verbal communication? Provide Five an example in each   kind.    

2. What special factors influence the kind of register to be used? Why is there a need to be mindful of these registers?

3. How can non-verbal cues contribute to communication breakdown? (Breakdown is miscommunication among
participants.)

4. Do you agree with the quotation” Action speaks louder than words”? Explain.

4. COMMUNICATIONS AND GLOBALIZATION

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

a. define globalization and diversity;

b. explain how cultural and global issues a well as technological advancement affect communication ;and 

c. discuss the impact of globalization on how people communicate and vice versa. 

4.1. Globalization
               Globalization is the spread of products, technology, information, and jobs across national borders and cultures.
In economic terms, it describes an interdependence of nations around the globe fostered through free trade .It  is  a 
process  of  interaction  and  integration  among  the  people, companies, and governments of different nations, a process
driven by international trade and investment and aided by information technology.                    

                This process has effects on the environment, on culture, on political systems, on economic development and
prosperity, and on human physical well-being in societies around the world. Technology has been the other principal
driver of globalization. 

                Advances in information   technology,  in  particular,  have  dramatically  transformed  economic  life.
Information  technologies  have  given  all  sorts  of  individual  economic  actors—consumers,  investors,  businesses—
valuable  new  tools  for  identifying  and  pursuing economic  opportunities,  including  faster  and  more  informed 
analyses  of  economic trends  around  the  world,  easy  transfers  of  assets,  and  collaboration  with  far-flung partners.

https://youtu.be/JJ0nFD19eT8 Globalization explained (explainity)

4.2. Language and Globalization

                     “Globalization” is a social process “characterized by the existence of global economic, political, cultural,
linguistic and environmental interconnections and flows that make the many of the currently existing borders and
boundaries irrelevant”. Steger’s book Globalization: A Very Short Introduction (publ. date: 2003) Oxford University Press.
Globalization is not as recent a phenomenon as economists have generally led us to believe, although it has undoubtedly
operated in faster and more complex ways since the late 1980s

                    Globalization is readily increasing in today’s world. This increase in globalization has many effects on
language, both positive and negative. These effects on language in turn affect the culture of the language in many ways.
However, with globalization allowing languages and their cultures to spread and dominate on a global scale, it also leads
to the extinction of other languages and cultures.

                  Language contributes to the formation of culture, such as through vocabulary, greetings or humor. Language is
in a sense the substance of culture. Languages serve as important symbols of group belonging, enabling different groups
of people to know what ethnic groups they belong to, and what common heritages they share. Without a language, people
would lose their cultural identity. Languages are, then, the very lifeline of globalization: without language, there would be
no globalization; and vice versa, without globalization, there would be no world languages.

                Globalization is deeply controversial, however.  Proponents  of  globalization argue that it allows poor countries
and their citizens to develop economically and raise their standards of living, while opponents of globalization claim that
the creation of an unfettered  international  free  market  has  benefited  multinational  corporations  in  the Western world
at the expense of local enterprises, local cultures, and common people. 
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A.  Impact of Globalization on How People Communicate

                 The global language system is very much interconnected, linked by multilingual persons who hold the various
linguistic groups together. The hierarchical pattern of these connections closely corresponds to other dimensions of the
world system, such as the global economy and the worldwide constellation of states.

                  English is distinguished from the other languages by having very significant numbers of non-native speakers, I
think it’s going to be the one most affected by globalization.

              We can say that almost everywhere language is used as an identity to be part of the “world system” now, and the
thing about any system that integrates people is that it benefits its architects. Imported cultures are going to push out
indigenous ones.

              It’s clear that globalization is making English especially important not just in universities, but in areas such as
computing, diplomacy, medicine, shipping, and entertainment. No language is currently being learned by more people —
there may soon be 2 billion actively doing so — and the desire to learn it reflects a desire to be plugged into a kind of
“world brain.”

B. The Effects of Globalization on Global Communication

             Global communication is directly affected by the process of globalization, and helps to increase business
opportunities, remove cultural barriers and develop a global village. Both globalization and global communication have
changed the environmental, cultural, political and economic elements of the world.

               B.1 Creation of a Global Village

               Affected both by globalization and global communication, the global village is created when distance and
isolation no longer matter because people are connected by technology. Wide-spread telephone and internet access have
been life-changing for many people across the world, especially those in developing countries. Many are now enrolling in
universities across the world without having to leave their desk chair. Virtual assistant jobs are becoming commonplace,
where employees from developing countries work with companies in North America or Europe, providing administrative
support and other business services that can easily be conducted over the phone or via the internet.

                Globalization and global communication have made it easier to see people on the other side of the world as a
neighbor, instead of a stranger from a faraway land. There is so much knowledge about other countries and cultures
available online, that it’s no longer a complete mystery. 

C. Diversity

            This is the concept that endures, respect, acceptance, and understanding. It recognizes that people are unique
from each other with respect to their age,  gender, race, ethnicity, culture, socio-economic status, educational
background, and ideologies.

4.3. Computer-Mediated Communication

                   Let's say that you needed to get a message to someone. In the past, you'd have to physically track them
down or have someone else do it. Today, you've got a few more options. You can send them a text, an email, post on
their wall, or reach out to them in any number of ways. You can even send them a video message of you expressing the
news - forget the message; you could just video chat with them! In fact, it may take longer to figure out what method to
use to send the message than to send the actual message!

                  All of these are examples of computer-mediated communications (CMC), which is a more concise term that
applies to all the ways that we have of reaching out and communicating with someone from a distance via a computer.

A. Types of CMC

             As you can imagine, there are several types of computer-mediated communications. We can divide these all up
by two different criteria.

              First of all, does the communication in question involve immediate feedback, or is it dependent on someone
checking for messages? We call this synchronous and asynchronous communication. Synchronous
communication occurs when communication happens between two actively communicating parties. Video conferencing
and instant messaging are both forms of synchronous communication. Of course, sometimes circumstances could disrupt
the connection, but most of the time, it's pretty reliable.

1. TEXT MESSAGING

On the other hand, asynchronous communication refers to those instances where a conversation does not depend on
an immediate answer. Email, video messages, and text messages are examples of asynchronous communication. Of
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course, you could respond rapidly, as people are prone to do with texts, but the design is not dependent on an immediate
response.

2. Video Calling or Conferencing 

               The other division we can make between types of computer-mediated communications is the type of message.
Text-based messages have been around the longest and range from emails and instant messages to social media posts
and texts.

3. E – Mailing

Nowadays the technology we use is often related to computers, giving rise to the popular term computer-mediated
communication, mediated technology need not be computerized as writing a letter using a pen and a piece of paper is
also using mediated communication.

4. LIVE CHAT

             Thus, mediated communication is the use of any technical medium for transmission across time and
space.

4.4. FORUM ON GLOBALIZATION

1. How is the concept of Globalization related to diversity?

2. What are the advantages and disadvantages of the influence of technology on communications?

3. How will you promote responsible use of social media platforms in general to promote harmony and respect to
diversity?