Polytechnic Institute of Tabaco

100, Panal Tabaco City

Purposive Communication

Name:________________________________________Course/Level:__________

Course Title : Purposive Communication

Credit/ No. Of Units : 3
Duration : 1st Semester, AY 2020-2021
Instructor : Patrick E. Follero
Consultation Time : 3 hours
Consultation Venue : Neo LMS, Google Meet
Level : College

Week 1: Exploring the Nature of Communication

1.0 Introduction
WHAT IS COMMUNICATION?
Webster defines communication as a process by which information is
exchanged between individuals through a common system of symbols, signs or
behavior. Communication is a process of sharing and conveying messages or
information from one person to another using different means, medium, context,
media, and cultures.
There are different ways and terms in which communication can be
manifested. It can be through face-to-face, a phone conversation, a group
discussion, a meeting or interview, a letter correspondence, a class recitation, and
many others. In other words, the basic functions of communication are to achieve understanding or shared
meaning and to persuade, inform, entertain and manage relationships.

1.1 Learning Objectives

By the end of this module, you will be able to:
1. Define communication.
2. Explain the nature and process of communication.
3. Differentiate the various models of communication.

1.2 Glossary or Vocabulary

Rhetoric- art of speaking or writing effectively
Eulogy- speech in praise
Lament- mourn or express sorrow

2.0 Nature of Communication

1. Communication is a process.
2. Communication occurs between two or more people. (the speaker and the receiver)
3. Communication can be expressed through written or spoken words, actions or both spoken words
and action at the same time.
2.1 Elements of Communication
Communication is divided into elements which better help us understand its mechanics or process.
These elements are the following:
1. Speaker- the source of information or message.
2. Message- the information, ideas, or thoughts conveyed by the speaker in words or in actions.
3. Encoding- the process of converting the message into words, actions, or other forms that the speaker
understands.
4. Channel – the medium or the means, such as personal or non-personal, verbal or nonverbal, in which
the converted message is conveyed.
5. Decoding- the process of interpreting the encoded message of the speaker by the speaker.
6. Receiver- the recipient of the message, or someone who decodes the message.
7. Feedback – the reactions, responses, or information provided by the receiver.
8. Context- the environment where communication takes place
9. Barrier- the factors that affect the flow of communication

3.0 Activity 1
1. In your own insight, how can you explain why communication is an essential part of daily human
living? Write a paragraph with at least six sentences for your answer.
 2. Create your own version of the table with another example scenario or conversation that follows
the pattern of the table of the process of communication (pictured above).

Process of Communication Example

4.0 Models of Communication

 For us to better understand the concept of “communication” there are graphical representations of it
created by many authors based on what they want to emphasize as being an important component of
communication. Here are three models of communication which will further tackle the elements of
communication.

1. The earliest model of communication is that of Greek philosopher Aristotle created in 5

BC. He was a teacher of Rhetoric and he put up an academy to produce good speakers.

Aristotle Model:

Figure 1. Aristotle

(MESSAGE)
SPEAKER LISTENER
SPEECH

Although Aristotle put emphasis on the Speaker and the Message, the most important part in his model
is the Setting where the listener is situated. It is the Setting that dictates the Message. The three settings in
Aristotle’s time were legal, deliberative, and ceremonial. The Legal Setting meant the courts where ordinary
people defended themselves (there were no lawyers then). The Deliberative Setting meant the political
assemblies, the highest of which was the Roman Senate. The Ceremonial Setting meant the celebrations held
when they won a war, when they lost a leader or had new one, and when they welcomed a visiting leader from
another kingdom or country. Such occasions called for speeches of welcome, poems of tribute or of eulogies,
and poems of lament.
This model depicts communication as a linear process.

The second model is that of Claude Shannon and Warren Weaver (1948) which
gave us concept of “noise”. This is often called the Telephone Model because it is based
on the experience of having interfered with by “noise” from the telephone switchboard
back in the 1940s.

In this model, Shannon and Weaver assert that the

Message sent by the Source (Speaker) is not necessarily the
Figure 2. Claude Shannon Message received by the Destination (Listener). This is due
to the intervention of “noise” or anything that hampers the
communication. Even today, with our advanced cellphone technology, there are still
Figure 3 Warren Weaver
barriers to clear transmission and reception of calls. Dropped calls, calls that echo, faint signals—all interfere
with the communication of the message.

The

Figure4. The Shannon-Weaver Model third

model is that of Wilbur Schramm, who is considered the Father of Mass Communication. He came up with the
Schramm Model (1955) that explains why communication breakdown occurs. Schramm asserts that
communication can take place if and only if there is no overlap between the Field of Experience of the Speaker
and the Field of Experience of the Listener.

Figure 5
Wilbur Schramm

Figure 6 Schramm's Model

What is the Field of Experience? It is everything that makes a person unique—everything they have ever
learned, watched, seen, heard, read, and studied. In other words, it is everything a person has ever experienced,
done or not done. In fact, this is practically everything that has happened in their life. The Listener’s Field of
Experience and the Speaker’s Field of Experience should overlap to interpret the message and create a
response, which can only happen if the two fields have commonalities. For example the teacher must deliver
their lecture in either English or Filipino because that is the language that students know and use. If the teacher
suddenly started using Chinese in the lecture, the students will not understand the lesson.
5.0 Assessment

I. Distinguish one communication model from the other. In what way are they similar or different? Fill in the
blanks with the correct answers from the given choices:

Aristotle Circular Shannon-Weaver

Schramm linear 1955

1. The Shannon-Weaver Model depicts a _________ model as well as the Aristotle Model.
2. ___________Model tells us that setting dictates the message while the __________ Model depends on
the field of experience of the speaker or listener.
3. ___________ Model was introduced in 5BC while the ___________ Model was introduced in 1949.

II. Cite more examples of similarities and differences among the three models of communication. Write at least a
five sentence paragraph explaining at least one similarity and one difference among the models. (5 points)

III. In your own words, how would you define communication? What are its processes? Write at least a ten-
sentence paragraph for your answer.

6.0 Assignment

What are the various ways in order to avoid communication breakdown? Write down at least two
examples.

7.0 References:
Uychoco, Marikit Tara A., Santos, Maria Lorena. 2018. Communication For Society Purposive Communication. Manila, Philippines, REX Bookstore Inc.
Flores, Ramona S. 2016. Oral Communication in Context. First Edition. Manila, Philippines: REX Bookstore.
Sipacio, Phillip John F., Balgos, Anne Richie G. 2016. Oral Communication in Context. First Edition. Quezon City: C&E Publishing, Inc.
Webster’s Vest Pocket Dictionary. 1989. Springfield, Massachusetts: Miriam-Webster Inc. ;

Additional images courtesy of Wikipedia.

 Week 2: Communication Ethics

1.0 Introduction
In the previous lesson we have learned about the introduction to communication and the different
models that represent the complex process of communication. In this lesson we will tackle about the ethical
manner of communicating.

1.1 Learning Objectives

At the end of the lesson, the students should be able to:
1. Know how to communicate in an ethical manner
2. Apply these ethical principles to their communication process.

1.2 Vocabulary
Ethics- study of good and evil and moral duty

2.0 Communication Ethics

Why do you think there should be ethics in communication? It is important to understand whatever we
communicate should be guided by certain ethical principles. The US National Communication Association (NCA
1999) discusses this in their Credo for Ethical Communication, stating that “Ethical communication is
fundamental to responsible thinking, decision making, and the development of relationships and communities
within and across contexts, cultures, channels and media. Moreover, ethical communication enhances human
worth and dignity by fostering truthfulness, fairness, responsibility, personal integrity, and respect for self and
others. We believe that unethical communication threatens the quality of all communication and consequently
the well-being of individuals and the society in which we live.

In their Credo there are four ethical principles of communication that are especially relevant for
students today.
Firstly, they “advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of
communication”. Nowadays, social media and speeches in public have been so filled with black propaganda and
whitewashing that there is a call to reiterate the need for truth and honesty. It is important to be accurate when
we communicate, and to have facts and figures to prove our assertions. It is important to be reasonable, rather
than to be too emotional or threatening when we communicate.
Secondly, the NCA also endorses “freedom of expression, Diversity of perspective, and tolerance of
dissent to achieve the informed and responsible decision making fundamental to a civil society” In certain
political climates, people may feel threatened to the point that they no longer feel that it is safe to express what
they feel or think. This is not a good environment to live in. We fully agree with the NCA that to have a vibrant
democracy, we must be able to hear different perspectives and have a high tolerance for views that are different
from ours. It is important to foster an environment where people feel safe enough to express what they think
and feel, and for these expressions to be met with reasonable dialogue and debate, rather than outright censure
or violence.
Thirdly, the NCA (1999) states that they “condemn communication that degrades individuals and
humanity through distortion, intimidation, coercion, and violence, and through the expression of intolerance,
and hatred” This condemnation is important because it safeguards society from racism, sexism, and violence
against oppressed peoples. History has shown us that a tolerance for hate speech, as well as speeches that incite
violence and the act of killing, have often instituted such violence in society, whether this is in the context of
slavery, colonialism, or misogyny.
Lastly, the NCA states that communicators should “accept responsibility for the short and long term
consequences of our own communication and expect the same of others. “ All too often, there have been
people who do not feel accountable for their actions. Therefore, if one risks to communicate maliciously, spread
false news, or incite hatred or violence, he or she should be ready to face the consequences of such actions.
States are beginning to realize this, especially in the porous medium of social media.
Every time we communicate, we should consider the consequences of our actions. If people were more
responsible in their use of communication, there would be less conflict in this world. Even though the four
principles mentioned are short and concise, they are important, because they help us discern the difference
between ethical and unethical communicators.

3.0 Activity
After-reading questions:
1. Why is it important to be ethical in communicating today? Explain in up to five sentences.

2. When you think of politicians today, would you say that they have been communicating in an ethical manner?
Explain your answer in three to five sentences.

3. What consequences or effects there would be if people would communicate in an unethical manner? Explain
 4. Assessment
Answer the following. Fill in the blanks with the correct answer.

1. The acronym NCA stands for ______________________________

2. What are the four ethical principles of communication according to NCA?
_______________
_______________
_______________
_______________
3. What are the three values endorsed by the NCA?
_________________________
_________________________
_________________________

5. Reference
Uychoco, Marikit Tara A., Santos, Maria Lorena. 2018. Communication for Society Purposive Communication.
Manila, Philippines, REX Bookstore Inc.