WHAT IS COMMUNICATION?
 From the Latin word communicare, which means to
share, or to make common (Weekley, 1967)
 Communication is a process.
 Communication is about understanding: “To
understand is to perceive, to interpret, and to relate
our perception and interpretation to what we already
know (McLean, 2003).”
 Communication is about sharing, which occurs when
you convey thoughts, feelings, ideas, or insights to
others.
7 Essential Elements of Communication Skills
 The elements of communication, also known as
components of communication, comprise the
communication process.
 Understanding the different elements helps one in
identifying the aspects of his or her communications
that need improvement and changing.
 Different references sometimes give slightly different
explanations for some elements, which leads to
confusion among students. For instance, many books
in communication refer to medium and channel
interchangeably (synonymously) even when there is a
slight difference with their technical usage (more on
this on the succeeding presentations).
 For instance, the sender and the receiver are
sometimes counted as one, arguing that the two
should always be identified together, regardless of if
one talks about interpersonal communication or
intrapersonal communication.
 Likewise, the medium and channel are also counted
separately at times, although the former can be
categorized under the latter.
 The setting is also sometimes called context or
environment, although the two terms can be called
the types of settings in the communication process.
Hence, the context may not be the environment and
vice versa.
SENDER (ALSO KNOWN AS SOURCE, SPEAKER AND
ENCODER)
 initiates the interaction/starts the communication
process
 can start with a verbal or non-verbal message
2. RECEIVER (ALSO KNOWN AS LISTENER,
READER AND DECODER)
 the recipient of the message
 may respond with verbal or non-verbal
message
 may not send feedback
3. MESSAGE
• considered as the most important
element of communication
• the essence of communication is sending a
message
• can be classified into two: verbal
messages/cues and non-verbal messages/cues
• may or may not be reciprocated
On the other hand, the meanings of non-verbal
messages/cues largely rely on the sender’s and
the receiver’s cultures. People from entirely
different cultures may still understand each
other if their cultures have similar
characteristics or if they have sufficient level of
familiarity of each other’s culture.
4. CHANNEL
• the means by which the message is
transmitted between the sender and the
receiver
• often used interchangeably with medium
• known as the pathway of the message
• in mass communication and most modern
means of communication, the commonly
identified channels are the internet, light
waves, and soundwaves.
Channel is known as the pathway of the
message while the medium is known as the
form of the message.
 Example: James (source/sender) writes to his
friend Henry (receiver). The post office or the Examples:
logistics system is considered as the channel (the biases, assumptions, emotional
pathway), while the letter itself is the medium
(the form).
5. FEEDBACK
 known as the response of the receiver to the sender
 called secondary message as it exists only after an
initial message has been sent
 by nature, feedback can be classified as a message
6. SETTING
 the time, place, and circumstances in which the
communication takes place
 can be further classified into two: environment and
context
Environment: the physical location where the
communication takes place
Context: the situation in which the communication
takes place
7. NOISE (ALSO CALLED BARRIER OR INTERFERENCE)
 any type of disruption that interferes with the
transmission or interpretation of the information from
the sender to the receiver
 can affect the actual transmission of message or the
understanding of the message
 may be classified as total noise
or partial noise
Partial noise: disrupts part of the
message
Total noise: completely blocks
transmission or interpretation
Noise is further divided into five major types:
a. Psychological Noise
 results from preconceived notions that we bring to
conversations
 any mental factor affecting our ability to conceive
ideas, encode a message and understand received
messages.
instability, pain, mental disorder
b. Physical Noise
 any tangible thing, animate or inanimate, that
totally or partially hinders the transmission or
understanding of message
 sometimes defined as any outside or external
factor that disrupts the transmission or
understanding of message (in this sense, its
definition overlaps with environmental noise)
Examples: a wall that blocks the view traffic noise
(based on the second definition)
C. Environmental Noise
 any literal noise that comes from the
environment
 the summary of noise pollution from the
outside. Example: traffic jam resulting too loud
honking ongoing road construction
d. Physiological Noise
 any distraction due to a physiological function
that interferes with communication
 any distraction that results from loss of
physiological function of any part of the human
body
Examples:
cleft palate (affecting speech)
amputation (affecting gestures)
deafness (affecting hearing)
hunger (affecting mental processing of message)
fatigue (affecting a person’s overall
communication skills)
Some experts argue that physiological noise should
exclusively refer to loss of physiological function,
which results to inefficient communication.
Furthermore, it is sometimes argued that hunger
and pain (and other similar noises) are better
classified under psychological noise because they
affect a person’s way of thinking.
 e. Semantic Noise - it occurs when the senderSometimes,
‘s
grammar or technical language is different expanded into 9Cs or 10Cs, with the following principles
fromthat of the receiver’s also known as: language
often added:
barrier
 may happen even when the sender and the receiver
have the same language but with different cultures,
resulting to different denotations, connotations, and
depth of understanding
 There are other types of noises in communication that
are usually considered as minor or secondary.
 For instance, cultural noise is a type of noise
resulting from differences in culture between the
sender and receiver. Nonetheless, it can be classified
under psychological noise if it greatly affects a person’s
beliefs, assumptions, and stereotypes, or under
semantic noise if it affects language.
7C’s of Effective Communications
The 7 Cs of Effective Communication, also known as the
Principles of Effective Communication, is a list of
principles for written and oral spoken communications
to ensure that they are effective. As implied, these
principles all start with letter “C.”
the 7 Cs of Effective Communication is
CREDIBILITY- defined as the objective and
subjective components of the believability of a
source of message
 Aristotle described it as the combination of
Competence, Character and Caring
CREATIVITY- finding ways to connect with the
audience the best way possible
CONFIDENCE- reflects the believability of the
communicator
Communication Model’s
Communication models are normally classified
into two: linear models and cyclical or circular
models.
Linear models are known for being one-way and
their lack of feedback. They are considered as the
simpler of the two.
Cyclical or Circular models, on the other hand,
are known for being two-way and the presence of
feedback. They are called as such because they
show a complete communication cycle that
continues until either of the sender or the
receiver ends the interaction.
Cyclical models are also sometimes called
transactional models because of the
reciprocation between the sender and the
receiver.
However, the term transactional technically
refers to the simultaneous sending and receiving
of message between two or more people, which
is not necessarily illustrated in a circular pattern
where feedback is carefully sent only after the
initial message is received.
For instance, a teacher discussing in front of the
class while the students are also making noises
may be classified as transactional. This is because
the teacher and the students send messages at
 the same time. The students’ messages do notThe speaker must organize and prepare his/her speech
necessarily respond to the teacher’s message, andbeforehand, according to the target audience and
vice versa. Hence, although both sides speak, thesituation (occasion).
feedback still may not be there.
Even if the model is speaker oriented and focuses on
1. ARISTOTLE’S MODEL OF COMMUNICATION audience interaction in communication, there is no
 Considered as the simplest and most basic linearconcept of feedbacks.
model of communication
For instance, a politician gives a speech to get
 Also called SMR Model because of having only three
votes from the civilians at the time of election.
elements: Sender, Message and Receiver
The civilians only vote if they are influenced by
 Focuses on the sender and the message
the things the politician says in his speech so
 Used in public speaking (and mass communication in
the content must be very impressive to
modern communication
influence the mass and the speaker must design
 No concept of communication failure like noise
the message very carefully.

Speaker – Politician

Speech- Speech to get votes from the civilians

Audience- Civilians at the time of election

Aristotle’s Model of Communication also comes in
another version, which is deemed completer and Effect- Vote the politician
more substantial. 2. BERLO’S MODEL OF COMMUNICATION

 First conceptualized by David Berlo in the

1960s from Shannon-Weaver’s Model of
Communication
 Also called SMCR Model because of its four
main elements: Sender, Message, Channel
and Receiver
Aristotle's Model is mainly focused on speaker and  Emphasizes that the sender and the
speech. It can be broadly divided into 5 primary receiver should be similar in five aspects to
elements: Speaker, Speech, Occasion, Audience and achieve optimum communication:
Effect. communication skills, attitude,
knowledge, social systems, and culture
The Aristotle’s communication model is revolving around
 No concept of noise of feedback
the speaker as the main concept of this theory is that
speaker plays the most important role in communication,  Aside from similarities between the sender
and it is the only one who holds the responsibility to and the receiver, the model also
influence his/her audience through public speaking. recommends factors to consider improving
the development of message: content,
It is the speaker’s role to deliver a speech to the elements, treatment, structure, and code.
audience. The audience is passive, influenced by the 3. SHANNON-WEAVER’S MODEL OF
speech. This makes the communication process one way, COMMUNICATION
from speaker to receiver.  Created by Claude Shannon
(mathematician) and Warren Weaver
(engineer/scientist) in 1949
  Also called “Mathematical Theory of channel during the transmission process, which
Communication” affects the communication flow, or the receiver
 First to introduce technical communication may not receive the correct message
 Technology-based, not skill-based
4. OSGOOD-SCHRAMM’S MODEL OF COMMUNICATION
 First to introduce noise in a model.
Communication is circular, not linear
 Sometimes called “mother of all models” because of  The listener can both receive and send
its influence in the creation of other models messages (in most instances)
 Communication is usually equal and
 Originally created as linear model, then eventually reciprocal
revised as circular/cyclical model  Messages require interpretation
 There are three steps for communicating:
 Originally used to improve telephones encoding, decoding, and interpreting

This model aims to understand the concept of noise,

which eventually leads to improvement and absence
thereof.

Wilbur Schramm developed the model further

Sender: The originator of message or the information source
selects desire message
Encoder: The transmitter which converts the message into
signals
from the original principles of Charles Osgood
who emphasized that communication is a two-
way process
In the revised model, Schramm emphasized
field of experience between the sender and the
receiver as an important aspect of improving
communication.

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
Receiver: The destination of the message from sender
Noise: The messages are transferred from encoder to
decoder through channel. During this process, the
messages may get distracted or affected by
physical noise like horn sounds, thunder and crowd
noise, or encoded signals may get distracted in the
5. EUGENE WHITE’S MODEL OF
COMMUNICATION
 Created by Eugene White in 1960
 Largely applicable in oral communication
 States that communication has no
beginning and end
  Communication can start at any stage Intonation: rise and fall of voice in speaking
 Introduced the concept of feedback Gasps: sudden inhalation through the
 Composed of eight stages: thinking, mouth
symbolizing, expressing, transmitting, Sigh: loud exhalation through the
receiving, decoding, feed-backing and Mouth
monitoring. Throat- clearing: soft coughing
Nonverbal Communications
3. SPACE AND DISTANCE/PROXEMICS
While verbal communication uses spoken words and non-
verbal signals (e.g. voice quality, intonation, pitch, stress, Space and distance is studied in PROXEMICS,
facial expressions, and gestures) to convey a message, non- the study that deals with the amount of space
verbal communication focuses on the aspects of human that people feel is necessary to set between
kinetics and physical appearance. themselves and others.
The two forms of communication may not take place at the
a. Intimate distance- In this situation, people are
same time, but it cannot be denied that communication is
in direct contact with each other or are in no
more effective with the two of them sending and
more than 18 inches apart. People feel
supporting the message together. They go hand-in-hand
irritated and intimated when this distance is
most of the time.
violated.
TYPES OF NON-VERBAL COMMUNICATION
b. Personal distance- People may stay anywhere
1. BODY MOVEMENTS/KINETICS/KINESICS
from 18 inches to four feet from each other as in
-Also known as body kinetics, they might come in
casual and personal conversations. This distance is
different categories, such as:
close enough to see each other’s reactions but fair
a. Emblems: These are body movements, which have direct
enough not to encroach in the other person’s
translations into words.
intimate distance.
c. social distance- When talking to persons
b. Illustrators: These are used to accent, emphasize, or
unknown to the speaker, he/she must keep
reinforce words.
distance of 4 feet to 12 feet. This is mostly done in
c. Regulators: These are signs showing control of the back
personal business and social gatherings or
and forth natures of speaking and listening. They might
interviews which is expected to be more formal.
signal the beginning and end of interaction.
d. Public distance-It is the distance of more than
d. Display of feelings: - natural or spontaneous. A
12 feet typically used in public speaking. There is a
person’s face and body movements may convey how
need for the speaker to speak loudly and to use
intense his or her emotions are.
exaggerated gestures for the audience to
e. Adaptors: These are non-verbal ways used in adapting
understand what he is trying to convey.
to the situation. Usually, these are implied meanings
Furthermore, there is a necessity for the
that the speaker would like to say but chooses to
availability of gadgets to aid in sound projection.
express them through action instead. - a series of body
movements
4. TOUCH/HAPTICS- The kind of touch used in
2. PARALANGUAGE/VOCALICS – reveals to intention of
communication reflects meaning about the
the speaker
relationship between the sender and the receiver.
It refers to the ways of saying something. It includes
The more intense relationship, the more frequent
such characteristics as:
and more intimate the touch is
Rate: speed of speaking
5. TIME/CHRONEMICS- There are two kinds of
Pitch: highness or lowness of voice
people based on time: punctual and late. For
Volume: loudness
example, a student who is always late in class
 conveys the message that he is not interested in
the subject, or he does not respect the teacher.
NON-VERBAL COMMUNICATION BASED ON
STEREOTYPE OR BIASES OF THE SOCIETY
Men notice first the body built, then face and the dress.
For instance, a lady job applicant who is dressed
appropriately has a higher chance of getting the job if the
interviewer is a man.
1. BODY TYPES- Refers to the appearance of his
body (e.g. shape and size). Wells and Suiegel found out the
meaning of each body type in their research.
a. Ectomorph (thin): It means ambitious, younger, more
suspicious of others, more tensed and nervous, inclined
to be more difficult, more pessimistic, and quieter.
b. Endomorphs (fat)- It means more fashionable, lazier,
weaker, more talkative, older, more warm-hearted,
and sympathetic, more good-natured, agreeable, more
dependent on others, and more trusting.
c. . Mesomorph (muscular/athletic)- It means stronger,
more adventurous, more matured, more reliant,
younger, and taller.
2. ATTRACTIVENESS- People who are deemed attractive
get more positive response than those who are perceived
to be not attractive. The physical attributes of a person
may mean something to the people around her.
 They get more dates
 They receive higher grades in college
 They persuade the opposite sex easier when
compared to those who are not attractive
 They are more sensitive
 They are stronger
 They are kinder
 They are stronger
 They are more sociable
 They are more confident
 They are more interesting
 They are more trustworthy
BODY ADORNMENT- This involves form of clothing,
make-up, jewellery, and hairstyle. According to a
survey, women notice first the clothes, then the eyes
followed by the body built.
Cultural Appropriation vs. Cultural Appreciation
The main difference between cultural
appreciation and cultural appropriation is the
INTENT and RECOGNITION behind utilizing
another culture.
Hence, cultural appreciation implies goodwill
and sincere intentions while cultural
appropriation implies selfish desires and utter
disregard for other people’s traditions and
beliefs.
Let’s Appreciate, not appropriate
CULTURAL APPRECIATION
 When someone utilizes another culture with
the intent of respecting it and wanting to
learn more about it
 When someone seeks to understand and learn
about another culture in an effort to broaden
their perspective and connect with others
cross-culturally
 When elements of a culture are used while
honoring the source where they came from
 When elements of a culture are used while
honoring the source where they came from
 It involves respect and value
 When the use of another culture aims to
preserve and promote tradition
 When the owner of the culture gives permission
for the use of their traditions or symbols
CULTURAL APPROPRIATION
The unacknowledged and inappropriate
adaption of practices, customs and aesthetics
 of one social or ethnic group by members of
another community or society
Many celebrities are questioned because of
their use of fashion statements and hairstyles
that that are identified with other culture.
 Taking one aspect of a culture that is not your
own and using it for your own personal
interest
 Borrowing from a community or culture that is not
your own is a kind off cultural plagiarism
 When someone uses another culture without
considering the people of that culture to make
money or to simply look fashionable
 When a person changes any aspect of a culture other
than his or her own for selfish reasons
There are four types of cultural appropriation that people
usually commit, either knowingly or unknowingly:
 Cultural Exchange
 Cultural Dominance
 Cultural Exploitation
 Transculturation
CULTURAL EXCHANGE is a broad definition given to any
mutual sharing of information, usually between cultures
for the purpose of improving friendship and
understanding between them. According to Rogers, it is
the “trading of different symbols, genres or technology
between two or more cultures.”
-Although not always seen from a negative angle,
cultural exchange is still prone to abuse as many
people tend to engage with this out of selfish reasons
and desire for wealth.
-Furthermore, abuse of cultural exchange may lead to
cultural exploitation.
system of racial segregation and domination called
apartheid, which was legally in effect from 1948 to
1991, the white population managed to hold political
and economic power. South African “whites” thus
were the dominant culture.
CULTURAL EXPLOITATION is the inappropriate,
unpermitted and unacknowledged use of another
culture out of personal or business interest, which
abuses cultural value and disrespects traditions.
TRANSCULTURATION is a process of cultural
transformation marked by the influx of new
culture elements and the loss or alteration of
existing ones.
For instance, a country considered as
melting pot of different cultures eventually strives
to keep its original cultural identity. In the
process, the combination of different cultures
create a new one until the original ones are lost.
Another example is interracial marriage
between a Filipino and a foreigner. There is a
chance that the offspring may no longer possess
the traditional values of his or her parents since
exposure to their traditions does not always
happen.

CULTURAL DOMINANCE happens when a stronger

culture (main culture) tries to suppress the weaker
culture (subculture) because of discrimination or the
desire of the strong to force the weaker culture to
abide by their rules.
In South Africa, the majority of the population are of
African descent while the minority called “white
Africans” are of European descent . Yet, under a