Communication Skill Guide

Topic  Communication
Skills
7 Noor Zuleika Zulkipli
noorzuleika.zulkipli@qiup.edu.my
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1. Explain the essence of communication in our daily lives;
2. Discuss the functions of verbal and nonverbal communication;
3. Demonstrate on how to be an effective communicator; and
4. Identify the barriers of effective communication.
 INTRODUCTION
Effective communication is not only confined to the ability to speak fluently.
Many people did not realise that to be an effective communicator, one must not
just know how to speak, but also to listen. Also, communication has become
one of the key component to acquire in 21st century learning. According to the non
profit organisation in the United States, The Partnership for 21st Century Learning,
P21 (www.p21.org/index.php), communication involves mediated and digital
communication, interpersonal, written and oral communication. This topic will
assist you to gain communication skills and also how to become an effective
communicator.
Copyright © Open University Malaysia (OUM)

144  TOPIC 7 COMMUNICATION SKILLS
ACTIVITY 7.1
Have you ever played a game called „The Telephone Game‰? This is how
it goes; as many people as possible will stand in a straight line. All the
players must be close enough as the player in front has to whisper a
„message‰ to the next person behind him/her, but not too close that
players can hear each other whisper. The whispering will continue until
the last player in line, and the last player will say the message out loud
so everyone can hear how much it has changed from the first message
uttered at the beginning.
Although this game is so fun, it also brings a lot of hidden objectives

from communication perspective. Discuss with your coursemates in
myINSPIRE, what are the communications benefits/challenges/barriers
that you can achieve with this game?
7.1 COMMUNICATION IN OUR DAILY LIVES

Imagine you are alone in your room. You are not sleeping yet, you are still thinking
about what you are going to do next. You are still recalling about the last
conversation last night, and also news that you have read from The Star newspaper
in the afternoon. You are not going to stop there, it will continue and keep
continuing the moment you are out of the bed. Without even noticing, we are
always involved in a communication process.
The situation above indicates that in life, „One cannot not communicate‰. This
axiom was coined by Paul Watzlawick (1967) in his theory of interpersonal
communication, called Interactional View. This axiom basically says that even
if you are not actually talking, or perhaps not doing anything, you are still
communicating. Communicating, including non-verbal communication plays a
huge part and even when you are not speaking, you are still expressing non-verbal
ques, such as facial expressions, the way you are standing and also your silence.

TOPIC 7 COMMUNICATION SKILLS  145
Maybe we are aware that we are communicating, but do you realise that you are
actually going through a process? One of the best ways to understand the
communication process is to understand the model as depicted in Figure 7.1. This
model depicts the process of communication.
Figure 7.1: A communication process (Eunson, 2016)
From this model, there are several elements that need to be introduced to you as
follows:
(a) Senders and receivers: whoever; an individual or an organisation that has

the intention to send or disseminate messages to the receivers. However, as
communication involves two ways, the senders are also the receivers.
According to Eunson (2016), the receivers are also known by different names,
depending on the type of communication (Table 7.1).
Table 7.1: Receivers of Different Communication Field
Communication Field Receivers Known as

Interpersonal Communication Listeners
Public Relations Public
Mass Media Audiences, demographics, viewers, listeners,
targets
Organisational Communication Customers, clients, stakeholders, office
workers and staff
Presentations, Public Speaking Audiences, auditors
Online Communication Users, participants

(b) Messages: what are the information that the senders want to transmit to the
receivers. Messages could be written, spoken, non-verbal, graphics or visual.
(c) Encoding: a process of transforming a series of words and symbols, also non-
verbal signals into a message or content.
(d) Decoding: a process of interpreting and understanding the message given by

the senders in the intended way.
(e) Channels: the means by which messages are conveyed.
(f) Noise: anything that distorts the message or creates barriers to communication
e.g. sounds or noise, hearing impairment, mispronunciation etc.
(g) Feedback: response from message recipient, turning one-way into two-way
communication.
(h) Context: is the situation or which event that communication took place.
ACTIVITY 7.2
Pair with a coursemate. Ask your partner to identify TWO

communication situations (at home or workplace) and give examples to
each of the following elements in that communication process:
(a) Sender/Receiver
(b) Encoding/Decoding
(c) Noise
(d) Context

As mentioned above, we have been involved in various types of communication

be it at home, at the workplace, through social media and any different contexts.
Before going in-depth, let us first go through the five types of communication
(Hybels & Weaver II, 2015), most often used by us.
Table 7.2: Types of Communication
Types of Communication Descriptions

Intrapersonal Communication A language use and/or thought that occurs within
you, the communicator. E.g self-talk, monologue
Interpersonal Communication Occurs when you communicate on a one-to-one basis
ă usually in an informal, unstructured setting. E.g.
talking to your spouse, having a heart-to-heart with
your bestfriend.
Small Group Communication Occurs when a small number of people meet to solve
a problem. The group must be small enough so that
each member has a chance to interact with all other
members.
Public Communication The sender-receiver (speaker, e.g. Prime Minister)
sends a message (the speech, e.g Prime MinisterÊs
Office monthly assembly speech) to an audience (the
staff).
Intercultural Communication Occurs whenever two or more people from different
cultures interact. The field studies how cultural
differences between people affect their perceptions of
the world, thus, their communication.
Source: Hybels & Weaver II (2015)
Once you understood the process of communication, and also which types of
communication, you can begin to understand why communication does or does
not work. At this juncture, it is only appropriate that we discuss the functions of
communication in our daily life.

7.2 FUNCTIONS OF COMMUNICATION

Verbal and nonverbal are the two common types of communication. Both types
have various functions which will be discussed further in the following sub-topics.
7.2.1 Functions of Verbal Communication

According to DeFleur et. al. (2014), human being communicate with patterns of
symbols whose meaning are understood by both the individual initiating a
message and the person or persons who perceive, decode and construct its
meanings. Most of the symbols we use in communication everyday are ordinary
words that are formally defined in standard dictionaries in terms of their
denotative meaning
Symbols or „language‰, are socially agreed-upon labels that we use to identify

and arouse conventionalised meanings stored in schemata within our memory
systems. For example, when we put food in our mouths, chew and swallow the
food, it called „eat‰. „Eat, sleep, walk‰ are examples of symbols that can be defined
in meanings that are denotative. So, verbal communication, which involves spoken
and written language, has various significant functions in our lives, particularly in
our communication activities.
Paynton & Hahn (2018), have outlined several functions of verbal communication
as follows:
(a) Verbal Communication Helps Us to Define Reality

We use verbal communication to define ideas, feelings, emotions, situations
and people. Think about how you define yourself. You may define yourself
as a student, employee, son/daughter, parent, advocate, etc. You might also
define yourself as moral, ethical, a night-owl, or a procrastinator. Verbal
communication is how we label and define what we experience in our lives.
These definitions are not only descriptive, but evaluative. Imagine you are at
the beach with a few of your friends. The day starts out sunny and beautiful,
but the tides quickly turn when rain clouds appeared overhead. Because
of the unexpected rain, you define the day as disappointing and ugly.
Suddenly, your friend comments, „What are you talking about, man? Today
is beautiful!‰ Instead of focusing on the weather, he might be referring to the
fact that he was having a good day by spending quality time with his buddies
on the beach, rain or shine. This statement reflects that we have choices for
how we use verbal communication to define our realities. We make choices
about what to focus on and how to define what we experience and its impact
on how we understand and live in our world.

(b) Verbal Communication Helps Us Organise Complex Ideas and Experiences

into Meaningful Categories
Consider the number of things you experience with your five primary senses
every day. It is impossible to comprehend everything we encounter. We
use verbal communication to organise seemingly random events into
understandable categories to make sense of our experiences. For example,
we all organise the people in our lives into categories. We label these people
with terms like, friends, acquaintances, romantic partners, family, peers,
colleagues, and strangers. We highlight certain qualities, traits, or scripts
to organise outwardly haphazard events into meaningful categories to
establish meaning for our world.
(c) Verbal Communication Helps Us Think

With language, we are able to reflect on the past, consider the present,
and ponder the future. We develop our memories using language. Without
verbal communication, we cannot think and also function as human
being that need reasoning and communicating to. In the 2011 Scientific
American article, „How Language Shapes Thought,‰ the author, Lera
Boroditsky, claims that people „rely on language even when doing simple
things like distinguishing patches of color, counting dots on a screen or
orienting in a small room: my colleagues and I have found that limiting
peopleÊs ability to access their language faculties fluently ă by giving them a
competing demanding verbal task such as repeating a news report, for
instance ă impairs their ability to perform these tasks.‰ This may be why it is
difficult for some people to multitask ă especially when one task involves
speaking and the other involves thinking.
(d) Verbal Communication Helps Us Shape Our Attitudes About Our Worlds
The way you use language shapes your attitude about the world around you.
When you label, describe, or evaluate events in your life, you use the symbols
of the language you speak. Your use of these symbols to represent your
reality influences your perspective and attitude about the world. So, it makes
sense then that the more sophisticated your repertoire of symbols is, the more
sophisticated your world view can be for you.
ACTIVITY 7.3
Do an observation for three days on your friend or your colleagueÊs
verbal messages and nonverbal cues. Your observations must include all
the nonverbal cues as mentioned in this module. Then, write a report
and suggest ways to improve the communication behaviours of your
friend/colleague.

7.2.2 Functions of Nonverbal Communication

According to Hybels & Weaver II (2015), nonverbal communication is
information communicated without using words. When we communicate
everyday, 93 per cent of communication is nonverbal, with 55 per cent sent
through facial expressions, posture and gestures, and 38 per cent through tone of
voice.
Figure 7.2: Elements of communication in our daily lives
There are a few types of nonverbal communication but we are not going to discuss
in detail here, as you will learn in other modules throughout your study, such as
ABCC1103 Introduction to Communication and OUMH1303 English for Oral
Communication.

Paynton & Hahn (2018) has listed seven types of nonverbal communication such
as follows:
(a) Kinesics
The study of how we use body movement, facial expressions and eye
contact. Facial expressions are a primary method of sharing emotions and
feelings, and in some countries, eye contacts shows respect and honesty
while interacting or delivering messages.
Figure 7.3: Kinesics

Source: https://com322kinesics.wordpress.com/
(b) Haptics
Touch is the first type of nonverbal communication we experience as humans
and is vital to our development and health. We use touch to share feelings
and relational meanings such as hugs, handshakes or while kidding or
playful.
(c) Personal Appearance, Objects and Artifacts

The types of nonverbal communication we use on our bodies and
surroundings communicate meaning to others. It is shown through your
hair styles, clothing, jewelry, body size and also fitness style. Objects used
related to our professions, for example, doctors who wear their lab coats
and stethoscope or uniforms, while artifacts are objects that portrays
achievements or milestone in onesÊ career such as certificates, degrees or
awards.

(d) Proxemics
The study of how our use of space influences the ways we relate with others.
Have you realised in some workplace, they provide big rooms for top
management positions while, middle and low positions workers are placed
in cubicles or compartments? It shows power and hierarchial structure
within the companies. On the other hand, there are also spaces we use to
form and maintain relationships. We use intimate space with those whom
we are close (family members, close friends and intimate partners) which
consists of spaces that ranges from touch to eighteen inches. Other than
intimate space is personal space, social space and public space.
Figure 7.4: The use of space

Source: https://bit.ly/3xGgQZ8
(e) Chronemics
The study of how people use time. Are you the type of person that give high
value to time or not? Are you always punctual or really cherished someone
who are punctual to deal with? The way you use time actually depicted the
person you really are.
(f) Paralanguage
Involves vocal qualities such as pitch, volume, inflection, rate of speech and
rhythm. How we say words often expresses greater meaning than the actual
words themselves.

(g) Silence
When we do not use words or utterances to convey meanings. Silence is
powerful because the person using silence may be refusing to engage in
communication with you.
Hybels & Weaver II (2015) has outlined four functions of nonverbal

communication, as follows:
(a) We Use Nonverbal Cues to Complement Verbal Messages

Nonverbal cues are often use to complement verbal messages by adding to
its meaning. When you are talking to a person who just lost his/her loved
ones due to cancer, you might complement by saying „I am truly sorry for
your lost‰ with a hug or a pat touch on the shoulder and a handshake.
(b) We Use Nonverbal Cues to Regulate Verbal Communication

It is easier to enter, exit or maintain our interactions with others using
nonverbal message compare to verbal communication. If we want to end a
conversation, for example, we might use gestures like getting out of the chair,
or going back to your computer and typing something, to communicate that
the talk is over.
(c) We Use Nonverbal Cues as Subtitutes for Verbal Messages

We often substitutes a „yes‰, „no‰ or „good‰ with a head-nod, a head-shake
or even a thumbs up, that are also universally known as nonverbal cues to
all the words.
(d) We Use Nonverbal Communication to Accent Our Verbal Communication

Lastly, we often use nonverbal communication to emphasise on our verbal
messages. For example, you might get upset with your sisters or brothers
and accent the statement nonverbally as „I am VERY angry with you!‰. Your
emphasis on the word „very‰ shows how you use paralanguage or tone of
voice for your condition.

7.2.3 The Importance of Listening

Listening, is one of the important skills that a person must have. Listening and
hearing are not necessarily the same thing. According to Eunson (2016), a person
with impaired hearing but excellent concentration, high motivation and good
interpersonal skills could well be a better listener that someone with perfect
hearing but wandering concentration, poor motivation and weak interpersonal
skills.
The pie chart of time spent on different communication processes by Rosenblatt,

Cheatham & Watt (1982) (in Eunson, 2016), estimates how most people spent time
in their daily lives communicating.
Figure 7.5: Time spent on different communication process

Source: Eunson (2016)

However, these skills of listening is becoming more important every day because
nowadays, we rarely listen and talk anymore, since the advancement of social
media and most of the communication processes focused around it (refer to
Figure 7.6 for Global Time Spent on Media, reported by World Economic Forum).
Figure 7.6: Global time spent on media per day, 2014

Source: GlobalWebIndex, 2014;Global Social Media Trends 2015, European
Publishers Council
Referring to the chart above, a total of 61% of social media usage recorded
involving 15% of it through social networking. Social media also included talking
and listening online. Various quality of verbal, nonverbal and listening skills are
not there when experiencing through online.

Why having skills in listening is important for an individual in both professional

and personal situations? Eunson (2016) identified some of the reasons as follows:
(a) Listening Allows Us to Get the Full Picture

Reading and listening are sometimes seen as equally important but listening
allows us not only to hear the views of others but to observe the full range of
non-verbal behaviours that accompanies those views ă the ÂmusicÊ to the
words. We can also observe the reactions of, and we can interact with, the
speaker, opening up two-way communication to clarify the message.
(b) Listening Lets Us Learn and Survive

By restraining our desire to talk, we sometimes learn from talk of others. We
do not need always to reinvent the wheel, because we can learn from the
experiences of others. Instead of making fools of ourselves by jumping in
prematurely before we have heard all the relevant information, the patient
strategy of listening often pays off, and sometimes allows us to look a lot
smarter that we really are.
Source: thequotes.com

(c) Listening to Others will Allow Them to Solve Their Own Problems
Management by listening: a term coined by Iuppa (1986) in Eunson (2016)
defined listening as allowing others to reach their own solutions by talking
through their problems. Most of us thought that listening to others is a waste
of our time, because the solution to their problems is pretty clear to us, but
this is a serious misconception that need to be changed.
(d) Listening Allows Us to Cope with Distractions and to De-stress

According to Eunson (2016), we all sometimes suffer from information
overload and feel pressured to do more to keep up with the frantic pace of
life. We are surrounded by distractions, and it is very tempting to surrender
to them, thereby shortening our concentration span. Conscious listening
permits us to slow down and process reality in a more meaningful way.
(e) Listening to Others will Probably Mean They will Listen to Us

If only we realised that we are not the only one who have problems, there
are others who need our attentive listening attention. By demonstrating
politeness and empathy is not only worthwhile in itself, but also high payoff
values, setting up a reciprocal relationship.
(f) Listening Can Give Us an Unfair Advantages Over Others

Just as listening compels us to keep quiet and sometimes saves us from
embarassing ourselves, patient listening can encourage speakers to insert
both feet in their mouth.
SELF-CHECK 7.1
1. What is the difference between listening and hearing?
2. Why do you think listening is an important skill in todayÊs

organisation?

7.3 HOW TO BE AN EFFECTIVE

COMMUNICATOR?
As we have gone through the process of communication and its functions, we are
now in a condition of becoming more understanding about what effective
communication is all about. According to Eunson (2016), effective communication
depends on being able to match strategies, messages, channels and audiences and
for different channels of communication. The same message may need to be
repackaged for different audiences and for different channels of communication.
The more communication skills and knowledge you master, the more versatile you
will become as a communicator, and the greater will be the likelihood that you will
be able to communicate effectively in a range of situations. Communicating
differently not only gives you the opportunity to reinforce you message, but also
demonstrates your versatility and competence (Eunson, 2016).
To be an effective communicator, Hybels & Weaver II (2015) suggested five

questions to begin with. What are the five questions?
(a) Which Communication Skills Am I Most Likely to Need?

To be an effective communicator, you must first find out about the
communication skills that you really need in your life. For example, you are
a frequent traveller, that travel a lot. You need interpersonal skills with
mastery of English language or any other foreign language. Also
intercultural communication skills is important because it is what you need
when meeting people in other countries.
(b) Which Communication Skills Am I Most Lacking?

Which kinds of communication are most difficult for you? Intrapersonal?
Interpersonal? Small Group? Public Speaking? Intercultural? For example, if
you lack skills in public speaking or presentation skills, you must not avoid
it but always familiarise yourself with giving speeches in front of people, be
it at a wedding, family day gathering, or in a meeting, etc.
(c) How Can I Get Communication Practice?

Other than this module or your courses in OUM related to communication,
where is the place that you think might help you to enhance you
communication skills? The best practice for you is to apply what you have
learned in this course in your daily life.

(d) Where Can I Get Help?

Who are the people you know that will help you develop communication
skills and give you feedback on how you are doing? Are there people you
can ask who will give you support when you are trying something new and
challenging ? Are you willing to ask them to support you?
(e) What Timetable Should I Set?

Have you set realistic timetable for improvement? Knowing that it is difficult
to learn new skills or break bad habits, are you willing to sacrifice time and
energy to become an effective communicator?
ACTIVITY 7.4
Do you know that you are free to access Open Educational Resources
(OER) in Communication? You can search in www.google.com and it
will show you thousands of such access provided by various universities
around the globe.
7.4 BARRIERS TO EFFECTIVE

COMMUNICATION
According to Kapur (2018), there are several kinds of barriers to effective
communication, and most barriers occuring within the communication systems
are very unfortunate and unwanted. Most of us find the barriers rather displeasing
and in some cases may even have adverse effects on relationships, or productivity
in the workplace.
(a) Environmental and Physical Barriers

Time ă to develop quicker and speedy channels of communication. Some
information need to be delivered quickly, especially in todayÊs modern and
fast-paced world we are living in. For example, mail by post vs. e-mail.
Geographical factors ă The biggest barriers in a relationship between two

individuals is often location and distance. To make it worth, an effective
communicator must utilise technology that brings them closer, and also
make the communication run smoothly without distractions.

(b) Semantic Barriers

Language and vocabulary that is used in communication should be
understandable to the persons involved. Two or more persons when they are
communicating with each other should use common language, so that
everyone can understand it well.
(c) Cultural Barriers

Communication also takes place between people belonging to different
nationalities, religions, castes, creeds, races, ethnicities etc. It is crucial to
make people aware of ones own culture with whom they are communicating.
(d) Psychological Barriers

In the process of communication, it is important to understand each otherÊs
mindsets and mental capacities. Among the barriers are attitudes towards
speakers or topic of speech, also the audiencesÊ own attitude which are
indicative that they are not interested or unwilling to be part of the
communication process.
(e) Perception of Reality

It is important for a communicator to understand various perceptions of
a situation or an issue. There are different levels of perceptions that are
involved when communicating about a particular topic, condition, problem,
issue, situation,, dilemma, stress or a concept. In order to implement effective
communication, it is crucial to obtain „perception reality‰ which means
information about facts, knowledge, figures, actuality and what is true.
SELF-CHECK 7.2
Discuss the barriers to effective communication. Provide relevant
examples.
 Effective communication is important in our daily lives because most of our

time in a day takes into consideration the communication process that
happens.
 To be an effective communicator, you must be cognizant of the functions of

verbal communication, nonverbal communication and the importance of
listening.

 There are five questions that you must asked yourself in order to be an effective
communicator. It is also important to identify and be aware of the barriers that
impede effective communication.
 Environmental and physical, semantic, cultural, psychological as well as

perception of reality are the five barriers to effective communication.
Cultural Barriers Perception of Reality

Effective Communication Psychological Barriers
Environmental and Physical Barriers Semantics Barriers
Listening skills Verbal Communication
Nonverbal Communication
Eunson, Baden. (2016). Communicating in the 21st Century. Qld, Australian: John
Wiley & Sons.
Fluer, M. H., DeFluer, M. L., Kearney, P., & Plax, Timothy, G. (2014). Fundamentals
of human communication: Social sciences in everyday life (4th eds.). NY:
McGraw-Hill Education.
Hybels, S., & Weaver II, R. L. (2015). Communicating effectively (11th eds.). NY:
McGraw-Hill Education.
Kapur, Radhika. (2018). Barriers to Effective Communication.

https://www.researchgate.net/publication/323794732_Barriers_to_Effecti
ve_Communication
Paynton, Scott. T., & Hahn, Laura, K. (2018). Survey of Communication study.
https://en.wikibooks.org/wiki/Survey_of_Communication_Study
The P21 websites, www.p21.org/index.php

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Topic  Communication

Copyright © Open University Malaysia (OUM)

Although this game is so fun, it also brings a lot of hidden objectives

7.1 COMMUNICATION IN OUR DAILY LIVES

Copyright © Open University Malaysia (OUM)

Figure 7.1: A communication process (Eunson, 2016)

(a) Senders and receivers: whoever; an individual or an organisation that has

Table 7.1: Receivers of Different Communication Field

Communication Field Receivers Known as

Copyright © Open University Malaysia (OUM)

(d) Decoding: a process of interpreting and understanding the message given by

(e) Channels: the means by which messages are conveyed.

Pair with a coursemate. Ask your partner to identify TWO

Copyright © Open University Malaysia (OUM)

As mentioned above, we have been involved in various types of communication

Table 7.2: Types of Communication

Types of Communication Descriptions

Source: Hybels & Weaver II (2015)

Copyright © Open University Malaysia (OUM)

7.2 FUNCTIONS OF COMMUNICATION

7.2.1 Functions of Verbal Communication

Symbols or „language‰, are socially agreed-upon labels that we use to identify

(a) Verbal Communication Helps Us to Define Reality

Copyright © Open University Malaysia (OUM)

(b) Verbal Communication Helps Us Organise Complex Ideas and Experiences

(c) Verbal Communication Helps Us Think

Copyright © Open University Malaysia (OUM)

7.2.2 Functions of Nonverbal Communication

Figure 7.2: Elements of communication in our daily lives

Copyright © Open University Malaysia (OUM)

Figure 7.3: Kinesics

(c) Personal Appearance, Objects and Artifacts

Copyright © Open University Malaysia (OUM)

Figure 7.4: The use of space

Copyright © Open University Malaysia (OUM)

Hybels & Weaver II (2015) has outlined four functions of nonverbal

(a) We Use Nonverbal Cues to Complement Verbal Messages

(b) We Use Nonverbal Cues to Regulate Verbal Communication

(c) We Use Nonverbal Cues as Subtitutes for Verbal Messages

(d) We Use Nonverbal Communication to Accent Our Verbal Communication

Copyright © Open University Malaysia (OUM)

7.2.3 The Importance of Listening

The pie chart of time spent on different communication processes by Rosenblatt,

Figure 7.5: Time spent on different communication process

Copyright © Open University Malaysia (OUM)

Figure 7.6: Global time spent on media per day, 2014

Copyright © Open University Malaysia (OUM)

Why having skills in listening is important for an individual in both professional

(a) Listening Allows Us to Get the Full Picture

(b) Listening Lets Us Learn and Survive

Copyright © Open University Malaysia (OUM)

(d) Listening Allows Us to Cope with Distractions and to De-stress

(e) Listening to Others will Probably Mean They will Listen to Us

(f) Listening Can Give Us an Unfair Advantages Over Others

1. What is the difference between listening and hearing?

2. Why do you think listening is an important skill in todayÊs

Copyright © Open University Malaysia (OUM)

7.3 HOW TO BE AN EFFECTIVE

To be an effective communicator, Hybels & Weaver II (2015) suggested five

(a) Which Communication Skills Am I Most Likely to Need?

(b) Which Communication Skills Am I Most Lacking?

(c) How Can I Get Communication Practice?

Copyright © Open University Malaysia (OUM)