Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Office of the Vice President for Branches and Campuses
PUP TAGUIG

Module I: COMMUNICATION PROCESSES, PRINCIPLES, AND ETHICS

Overview

This chapter covers the processes, principles, and ethics in communication. It

describes the nature, elements, principles, and functions of communication in various
multicultural contexts.

Objectives

After completing this module, the students are expected to:

1.) learn the key concepts in communication;

2.) understand the different contexts in communication;
3.) understand the key principles in ethics in communication;
4.) reflect on their own experiences as communicators in the digital age.

Learning Materials

Communication is the process of creating and sharing meaning by using verbal and
nonverbal symbols in varied contexts. It is derived from the Latin word communicare which
means to share or to make ideas common.

PROCESS OF COMMUNICATION
To achieve an effective communication, you need to understand the communication
process. The process of communication includes the following steps:
a. Source - the source is the sender of the message. It begins with an idea that a sender wants
to communicate.
b. Message – the message contains the idea the sender wants to convey to the receiver. It
could be about one’s beliefs, an information, feelings, values, among many others.
c. Encoding – is the process of converting your idea or thoughts of the information into verbal or
nonverbal symbols. As the sender, you are responsible to choose the symbols that will make
communication accurate, clear, and meaningful.
d. Channel – is the manner in which your message or information is conveyed or transmitted.
Some examples of channels are face-to-face conversation, telephone call, video conference, or
written communication such as emails, text messages, letter, report.
e. Decoding - this is the receiver’s mental processing of your message into the meaning
suggested by the verbal or nonverbal symbols. In decoding, the receiver interprets and
analyzes your message to understand your message.

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

f. Receiver – the person or group of people who will get your message.
g. Feedback - is the receiver’s response or reaction to your message. Feedback may be
positive or negative. It is important that we craft our messages carefully so we can achieve our
desired feedback.
h. Context – is the situation in which communication takes place. It includes the 1.)
environment -location, time of the day, temperature; 2.) the relationship between the
communicators [e.g. teacher as the sender and students as the receiver]; 3.) their respective
cultural backgrounds and experiences; and 4.) the topic/subject of their communication.

KEY PRINCIPLES OF COMMUNICATION

1. Interpersonal communication is inescapable.

The chance to communicate is everywhere. Communicating has become second nature to

us. In order to interact and accomplish things we must communicate. Even a simple task like
grocery shopping or ordering online requires us to communicate.

2. Interpersonal communication is irreversible.

Once you have said something, you cannot take it back. Once you have sent something in
the form of text or emails, it cannot be undone. That is probably now, there is a remove feature
for Messenger. Technology has a way of solving our day to day problems.

3. Interpersonal communication is complicated.

Communication is complex. There are a lot of factors that come into play when we
communicate with others. Age, race, religion, gender, and background of the sender and
receiver are some of the factors that makes communication complicated. Because of these
factors, message is interpreted or perceived differently by people.

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

4. Interpersonal communication is contextual.

Communication is affected by many factors; it does not happen in isolation. Context is the
situation in which communication takes place.
a. Psychological context – it is who you are, and what you as a sender or receiver
bring to the interaction – your needs, desires, values, beliefs, personality, and so
on.
b. Relational context – concerns your reactions to the other person based on
relationships- as boss, colleagues, friend, sibling, parent, and the like.
c. Situational context – deals with the psycho-social “where” you are
communicating.
d. Environmental context – which has to do with the physical “where” you are
communicating – objects in the room and their arrangement, location, noise level,
temperature, season, time of day.
e. Cultural context – which includes all the learned behaviors and rules that affect the
interaction. Bodily movement, facial expression, gesture, distance, and eye contact
vary in different culture.

Thumbs up
This widely recognized sign of approval or agreement is actually used as an insult in
Bangladesh.
In certain parts of the Middle East, thumbs-up is definitely a highly offensive thumbs-down.
The thumbs-up sign has been confusing people for thousands of years!

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

The Ok
In most of the English-speaking world, as well as in several other countries, this hand
gesture means that everything is fine, great, okay and/or perfect. In Brazil, however, it is
considered a rude gesture. The most famous example of this was in the 1950s when Richard
Nixon visited Brazil and flashed the “Ok sign” to a waiting crowd upon arriving in Rio de Janeiro,
who responded with boos!

DIFFERENCE BETWEEN MORALS AND ETHICS

Many people think of morality as something that’s personal and normative, whereas ethics is
the standards of “good and bad” distinguished by a certain community or social setting.

Morals are personal codes while ethics are societal. Morals are our own set of rules, so
others are neither expected nor required to follow them. Ethics are rules accepted and approved
by society, so they are imposed upon everyone.

There are ten ethics in communication which were pointed out/identified by Deirdre D.
Johnston (1994).

Ethics in Communication

1. Mutuality - pay attention to the needs of others, as well as yours.

2. Individual Dignity – preserve the dignity of others by not embarrassing them even if their
ideas or beliefs are different from theirs.
3. Accuracy – make sure that you provide correct information. Avoid spreading fake
information. Check your facts before disseminating them.
4. Access to information – make sure that others have access to information. Do not use
information to gain leverage against others.
5. Accountability – you have a responsibility for the consequences of your communication.
6. Audience – As an audience or a receiver of information, you also have ethical
responsibilities.
7. Relative truth – respect the point of view of others. Remember we do not have the same
realities.

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

8. End vs. Means – the ends do not justify the means. We have to understand that no
matter how ideal or good the results (end) we would like to achieve, it becomes unethical
and, therefore, unacceptable if our means are immoral or illegal
9. Use of power – A bigger responsibility for the outcome lies on the shoulders of the
person who is more powerful or who is in the position of authority.
10. Rights vs. responsibilities – In practicing our rights, we have to be responsible for others.
In practicing our rights, we may be violating or disrespecting the rights of others.

Learning Activities

A. Using your daily experiences, come up with your own example of the communication
process. Write it down on your notebook and be ready to share it in class.

B. Give examples of verbal and nonverbal communication.

C. Do you agree that communication is inescapable, irreversible, complicated, and contextual?

Support your answer.

D. Using Yeb Sano’s speech as reference, please answer the following questions:
a. What is the context of the speech?
b. What is the purpose?
c. Who is the audience?
d. What channel was used for communicating?
e. If you were part of an audience, what will be your reactions/responses?

E. Go to http://kindsofcommunication.blogspot.com/2015/06/different-types-of-
communication.html to read about verbal and nonverbal symbols.

F. Read Flight from Conversation by Sherry Turkle

https://www.nytimes.com/2012/04/22/opinion/sunday/the-flight-from-conversation.html

Learning Assessment

A. Write A if you agree with the statement and D if you disagree.

_______ 1. Feedback is important and should always be considered by the sender.

_______2. Since our society is a democracy, it is ethical for us to do anything we want because
our rights and freedom are guaranteed in a democratic society.
________3. It is right to prevent people from communicating with one another especially if it is
to your best interest.

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

________4. As long as my end goal is ethical, it is acceptable whatever means I use to achieve
it.
________5. Both the speaker and the receiver are accountable for ascertaining that the
message is understood and ethics is observed.

B. Cloze Test

Communication can best be described as the __________________ of creating and

_________________ meaning using verbal and nonverbal ________________.
_______________ are examples of verbal symbols. While the examples of nonverbal symbols
are _____________________ and __________________________. It is necessary that we
choose the correct means or ___________________ to make sure that our message effectively
reaches the audience or _________________. The feedback or the response we get from the
receiver or audience can be ____________________ or __________________.

Further Readings for Enrichment

“It’s time to stop this madness” – Philippines plea at UN climate talks
By Yeb Sano

1. Mr. President, I have the honor to speak on behalf of the resilient people of the Republic
of the Philippines.
2. At the onset, allow me to fully associate my delegation with the statement made by the
distinguished Ambassador of the Republic of Fiji, on behalf of G77 and China as well as
the statement made by Nicaragua on behalf of the Like-Minded Developing Countries.
3. First and foremost, the people of the Philippines, and our delegation here for the United
Nations Climate Change Convention’s 19th Conference of the Parties here in Warsaw,
from the bottom of our hearts, thank you for your expression of sympathy to my country
in the face of this national difficulty.
4. In the midst of this tragedy, the delegation of the Philippines is comforted by the warm
hospitality of Poland, with your people offering us warm smiles everywhere we go. Hotel
staff and people on the streets, volunteers and personnel within the National Stadium
have warmly offered us kind words of sympathy. So, thank you Poland.
5. The arrangements you have made for this COP is also most excellent and we highly
appreciate the tremendous effort you have put into the preparations for this important
gathering.
6. We also thank all of you, friends and colleagues in this hall and from all corners of the
world as you stand beside us in this difficult time. I thank all countries and governments
who have extended your solidarity and for offering assistance to the Philippines. I thank
the youth present here and the billions of young people around the world who stand
steadfast behind my delegation and who are watching us shape their future. I thank civil
society, both who are working on the ground as we race against time in the hardest hit
areas, and those who are here in Warsaw prodding us to have a sense of urgency and
ambition. We are deeply moved by this manifestation of human solidarity. This
outpouring of support proves to us that as a human race, we can unite; that as a
species, we care.

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

7. It was barely 11 months ago in Doha when my delegation appealed to the world… to
open our eyes to the stark reality that we face… as then we confronted a catastrophic
storm that resulted in the costliest disaster in Philippine history. Less than a year hence,
we cannot imagine that a disaster much bigger would come. With an apparent cruel twist
of fate, my country is being tested by this hellstorm called Super Typhoon Haiyan, which
has been described by experts as the strongest typhoon that has ever made landfall in
the course of recorded human history. It was so strong that if there was a Category 6, it
would have fallen squarely in that box. Up to this hour, we remain uncertain as to the full
extent of the devastation, as information trickles in in an agonizingly slow manner
because electricity lines and communication lines have been cut off and may take a
while before these are restored. The initial assessment show that Haiyan left a wake of
massive devastation that is unprecedented, unthinkable and horrific, affecting 2/3 of the
Philippines, with about half a million people now rendered homeless, and with scenes
reminiscent of the aftermath of a tsunami, with a vast wasteland of mud and debris and
dead bodies. According to satellite estimates, the US National Oceanic and Atmospheric
Administration also estimated that Haiyan achieved a minimum pressure between
around 860 mbar (hPa; 25.34 inHg) and the Joint Typhoon Warning Center estimated
Haiyan to have attained one-minute sustained winds of 315 km/h (195 mph) and gusts
up to 378 km/h (235 mph) making it the strongest typhoon in modern recorded history.
Despite the massive efforts that my country had exerted in preparing for the onslaught of
this monster of a storm, it was just a force too powerful and even as a nation familiar
with storms, Super Typhoon Haiyan was nothing we have ever experienced before, or
perhaps nothing that any country has every experienced before.
8. The picture in the aftermath is ever so slowly coming into clearer focus. The devastation
is colossal. And as if this is not enough, another storm is brewing again in the warm
waters of the western Pacific. I shudder at the thought of another typhoon hitting the
same places where people have not yet even managed to begin standing up.
9. To anyone who continues to deny the reality that is climate change, I dare you to get off
your ivory tower and away from the comfort of you armchair. I dare you to go to the
islands of the Pacific, the islands of the Caribbean and the islands of the Indian ocean
and see the impacts of rising sea levels; to the mountainous regions of the Himalayas
and the Andes to see communities confronting glacial floods, to the Arctic where
communities grapple with the fast dwindling polar ice caps, to the large deltas of the
Mekong, the Ganges, the Amazon, and the Nile where lives and livelihoods are
drowned, to the hills of Central America that confronts similar monstrous hurricanes, to
the vast savannas of Africa where climate change has likewise become a matter of life
and death as food and water becomes scarce. Not to forget the massive hurricanes in
the Gulf of Mexico and the eastern seaboard of North America. And if that is not enough,
you may want to pay a visit to the Philippines right now.
10. The science has given us a picture that has become much more in focus. The IPCC
report on climate change and extreme events underscored the risks associated with
changes in the patterns as well as frequency of extreme weather events. Science tells
us that simply, climate change will mean more intense tropical storms. As the Earth
warms up, that would include the oceans. The energy that is stored in the waters off the
Philippines will increase the intensity of typhoons and the trend we now see is that more
destructive storms will be the new norm.

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

11. This will have profound implications on many of our communities, especially who
struggle against the twin challenges of the development crisis and the climate change
crisis. Typhoons such as Yolanda (Haiyan) and its impacts represent a sobering
reminder to the international community that we cannot afford to procrastinate on climate
action. Warsaw must deliver on enhancing ambition and should muster the political will
to address climate change.
12. In Doha, we asked “If not us then who? If not now, then when? If not here, then where?”
(borrowed from Philippine student leader Ditto Sarmiento during Martial Law). It may
have fell on deaf ears. But here in Warsaw, we may very well ask these same forthright
questions. “If not us, then who? If not now, then when? If not here in Warsaw, where?”
13. What my country is going through as a result of this extreme climate event is madness.
The climate crisis is madness.
14. We can stop this madness. Right here in Warsaw.
15. It is the 19th COP, but we might as well stop counting, because my country refuses to
accept that a COP30 or a COP40 will be needed to solve climate change. And because
it seems that despite the significant gains we have had since the UNFCCC was born, 20
years hence we continue to fail in fulfilling the ultimate objective of the
Convention. Now, we find ourselves in a situation where we have to ask ourselves –
can we ever attain the objective set out in Article 2 – which is to prevent dangerous
anthropogenic interference with the climate system? By failing to meet the objective the
Convention, we may have ratified the doom of vulnerable countries.
16. And if we have failed to meet the objective of the Convention, we have to confront the
issue of loss and damage. Loss and damage from climate change is a reality today
across the world. Developed country emissions reductions targets are dangerously low
and must be raised immediately, but even if they were in line with the demand of
reducing 40-50% below 1990 levels, we would still have locked-in climate change and
would still need to address the issue of loss and damage.
17. We find ourselves at a critical juncture and the situation is such that even the most
ambitious emissions reductions by developed countries, who should have been taking
the lead in combatting climate change in the past 2 decades, will not be enough to avert
the crisis. It is now too late, too late to talk about the world being able to rely on Annex I
countries to solve the climate crisis. We have entered a new era that demands global
solidarity in order to fight climate change and ensure that pursuit of sustainable human
development remains at the fore of the global community’s efforts. This is why means of
implementation for developing countries is ever more crucial.
18. It was the Secretary general of the UN Conference on Environment and Development,
Earth Summit, Rio de Janeiro, 1992, Maurice Strong who said that “History reminds us
that what is not possible today, may be inevitable tomorrow.”
19. We cannot sit and stay helpless staring at this international climate stalemate. It is now
time to take action. We need an emergency climate pathway.
20. I speak for my delegation. But more than that, I speak for the countless people who will
no longer be able to speak for themselves after perishing from the storm. I also speak for
those who have been orphaned by this tragedy. I also speak for the people now racing
against time to save survivors and alleviate the suffering of the people affected by the
disaster.

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

21. We can take drastic action now to ensure that we prevent a future where super typhoons
are a way of life. Because we refuse, as a nation, to accept a future where super
typhoons like Haiyan become a fact of life. We refuse to accept that running away from
storms, evacuating our families, suffering the devastation and misery, having to count
our dead, become a way of life. We simply refuse to.
22. We must stop calling events like these as natural disasters. It is not natural when people
continue to struggle to eradicate poverty and pursue development and gets battered by
the onslaught of a monster storm now considered as the strongest storm ever to hit land.
It is not natural when science already tells us that global warming will induce more
intense storms. It is not natural when the human species has already profoundly
changed the climate.
23. Disasters are never natural. They are the intersection of factors other than physical.
They are the accumulation of the constant breach of economic, social, and
environmental thresholds. Most of the time disasters is a result of inequity and the
poorest people of the world are at greatest risk because of their vulnerability and
decades of maldevelopment, which I must assert is connected to the kind of
pursuit of economic growth that dominates the world; the same kind of pursuit of so-
called economic growth and unsustainable consumption that has altered the climate
system.
24. Now, if you will allow me, to speak on a more personal note.
25. Super Typhoon Haiyan made landfall in my family’s hometown and the devastation is
staggering. I struggle to find words even for the images that we see from the news
coverage. I struggle to find words to describe how I feel about the losses and damages
we have suffered from this cataclysm.
26. Up to this hour, I agonize while waiting for word as to the fate of my very own relatives.
What gives me renewed strength and great relief was when my brother succeeded in
communicating with us that he has survived the onslaught. In the last two days, he has
been gathering bodies of the dead with his own two hands. He is hungry and weary as
food supplies find it difficult to arrive in the hardest hit areas.
27. We call on this COP to pursue work until the most meaningful outcome is in sight. Until
concrete pledges have been made to ensure mobilization of resources for the Green
Climate Fund. Until the promise of the establishment of a loss and damage mechanism
has been fulfilled; until there is assurance on finance for adaptation; until concrete
pathways for reaching the committed 100 billion dollars have been made; until we see
real ambition on stabilizing greenhouse gas concentrations. We must put the money
where our mouths are.
28. This process under the UNFCCC has been called many names. It has been called a
farce. It has been called an annual carbon-intensive gathering of useless frequent flyers.
It has been called many names. But it has also been called the Project to save the
planet. It has been called “saving tomorrow today”. We can fix this. We can stop this
madness. Right now. Right here, in the middle of this football field.
29. I call on you to lead us. And let Poland be forever known as the place we truly cared to
stop this madness. Can humanity rise to the occasion? I still believe we can.

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 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Office of the Vice President for Branches and Campuses
PUP TAGUIG

Update

During his speech, Sano added an unscripted pledge to fast during the conference, until
meaningful progress had been made. He said:

“In solidarity with my countrymen who are struggling to find food back home and with my brother
who has not had food for the last three days, in all due respect Mr. President, and I mean no
disrespect for your kind hospitality, I will now commence a voluntary fasting for the climate. This
means I will voluntarily refrain from eating food during this COP until a meaningful outcome is in
sight.”

References:

Dagdag, L., Padilla, M., & Roxas, F. (2018). Communicate and Connect. Philippines. Mutya
Publishing House.

Online References:

Grannan, Cydney. “What’s the Difference between Morality and Ethics?” Encyclopedia
Britannica. https://www.britannica.com/story/whats-the-difference-between-morality-and-ethics
Sano, Yeb. “It’s Time to Stop this Madness.” Speech. 2013. United Nations Climate Change
Conference, Warsaw, Poland, November 11, 2013.
https://www.climatechangenews.com/2013/11/11/its-time-to-stop-this-madness philippines-plea-
at-un-climate-talks/
Turkle, S. “Flight from Conversation.” Article. 2012. New York Times, New York, April 21, 2012.
https://www.nytimes.com/2012/04/22/opinion/sunday/the-flight-from-conversation.html

Online Images:

Hand gestures (n.d.)https://blog.busuu.com/what-hand-gestures-mean-in-different-countries/

The Communication Process (n.d.) http://kindsofcommunication.blogspot.com/2015/06/different-
types-of-communication.html

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