DISCIPLINES AND IDEAS IN THE APPLIED SOCIAL SCIENCES

Week 9: INTRODUCTION TO COMMUNICATION, GOALS, PRINCIPLES AND ELEMENTS

Learning Competencies:

 Identify the goals and scope of communication (HUMSS_DIASS 12-Ih-28)

 Explain the principles of communication (HUMSS_DIASS 12-Ih-29)
 Describe the elements and levels of the communication process (HUMSS_DIASS 12-Ih-31)

Background
The discipline of communication deals with how humans use verbal and non-verbal messages to
create meaning in various contexts. This can be from one person to another, from person to groups, in
government, private, civil society, school and community sector setting to mass audiences across
cultures using variety of channels and media. This discipline is also interested in the impact that
communication has on human behavior.
Communication is the transmission of ideas and emotions between or among persons with the
use of verbal and nonverbal cues. The word communication comes from the Latin word communis,
which means “common”. To be common means to come together or to share something in common
together. Communication helps people to adapt to or survive in the place they live in.
In addition, communication involves: people; trying to understand how people relate to each
other; shared meaning which suggests that for people to communicate they must agree on definitions of
terms or symbols they are using; involves symbols, gestures, sound, letters, numbers, and words that
can only represent or approximate the ideas they are means to communication.

 Verbal Communication- also called “spoken communication”, is the process or act of

conveying one’s thoughts or ideas using speech. Sounds and language are used for relaying the message
that one needs others to know.
 Nonverbal Communication – refers to the use of wordless cues to convey a message. These
cues include facial expressions, hand gestures, body language, and the tone, pitch, and volume of voice.
Even when one is using words, there is also nonverbal communication involved.

Barriers to Communication:
 Language barriers – no language in common; inability to understand unfamiliar accents; use of
unfamiliar words or expressions, jargon (words or phrases that are used by members of a
particular group or trade, and may not be well understood by outsiders), and idioms (phrases or
expressions that convey meaning other than their literal meaning)
 Cultural barriers - discomfort or hesitation in communicating due to differences in ways of
thinking, behavior, views, and beliefs; insensitivity to the culture of others.
 Physical barriers - disruptive physical setting (or environment where communication takes place)
such as noise, poor lighting, and distance (e.g., participants are seated too far from each other).
 Prejudging - jumping to the conclusion that one already understands the message before it is
completely expressed, deciding prematurely that the message has little or no value.
 Information overload - giving too much information at a time.
 Lack of interest and attention - tuning out information that one finds uninteresting; not giving
necessary attention to the speaker or the message.
Scope of Communication:
 Communication is evident in our social life, business and management

Goals of Communication

To motivate, educate, raise awareness and influencing decision making to achieve target goals
 Understand and connect with each other
 Change behavior and way of thinking
 Create social and political change
 Expressing one’s needs and wants
 Transferring or conveying information
 Establishing social closeness or sustaining relationship with others
 Facilitating social etiquette that is, to conform to the social conventions of politeness.
 Build, create relationships

Principles of Communication

 Conciseness – stick to the point and brief

 Courtesy – being aware not only of the perspective of others, but also their feelings, be sincere,
omit expression that hurt, irritate, or insult
 Correctness - proper grammar, punctuation, and spelling, using right level of language, accuracy
of facts, words.
 Clarity - getting the meaning from your head to the head of your reader/listener, choose short,
familiar, and conversational words.
 Completeness - provide all necessary information, it contains all facts the reader or listener
needs for the reaction you desire.
 Consideration - preparing every message with the message receivers in mind; try to put yourself
in their place, do not lose your temper.
 Concreteness - specific, definite, and vivid rather that vague and general.

Elements of Communication:
Levels of Communication Process:

 Intrapersonal - refers to communication that occurs within us. This involves feelings, thoughts,
and the way we look at ourselves.
 Interpersonal - the communication that occurs on one-to-one basis usually in an informal,
unstructured setting.
 Intercultural - communication occurs between or among members of different cultures or
people who are encultured differently.
 Interviewing - makes use of a series of questions and answers usually involving two people or
groups. Its purpose is to obtain information on a particular subject.
 Small group - communication occurs when a small group or people meets to solve a problem.
There is cooperative thinking; specific purpose.
 Mass Communication - the sender-receiver(speaker) sends a message (speech) to an audience
in a highly structured manner.

The Five Levels of Communication:

1. Verbal Level of Communication - This level includes our selection of words based on an
understanding of meaning between the speaker and the listener. Different words evoke different
images, memories, and meaning for different people. The logic and reasoning of a statement or
argument (Aristotle’s logos) influence the effectiveness of the receiving message. To communicate
effectively on the verbal level, select the “right” words and usage for the context of the conversation
(including moral, religious, ethnic and religious differences). Be clear and concise. When possible,
formulate your thoughts to avoid rambling. This is an art in itself.
2. Physical Level of Communication - Neuro-linguistic programming (NLP) brought the importance of
visual cues in how we communicate many people’s attention. Visual cues like eye contact, gestures,
movements, stances, breathing, posture, and facial expressions influence how we feel and
communicate. When used with integrity, techniques like “matching and mirroring” people’s posture and
gestures (and certain words too) can increase their receptivity of your message. To communicate
effectively on the physical level, it’s helpful to physically align with others, connecting with them in form
and movement. It also helps to be mindful of your posture, facial expressions, and hand gestures.

3. Auditory Level of Communication - The sound of our voice, including the tone, range, volume, and
speed affects how our messages are received and interpreted by others. For example, fast talkers will
find it beneficial to slow their speech when speaking to a thoughtful, introverted person or risk being
unheard. Also, how we enunciate, inflect, and place emphasis on certain words affects how others
interpret the meaning of what we say. To communicate effectively on the auditory level, become aware
of various auditory cues, speaking to others in a manner more akin to their own ways (another form of
“matching and mirroring”).

4. Emotional Level of Communication - Few people appreciate how our emotional states affect what we
communicate and how the message is interpreted by the recipient. Are you more receptive to someone
who is positive and life-affirming or one who is negative and critical? Enthusiastic or boring? The
speaker’s emotions put the recipient in a particular state of mind and influence how the listener
interprets what is said. To communicate effectively on the emotional level, become aware of your
emotional state, learning to pause and release negative emotions before attempting to connect with
others. Words delivered with pride, anger or fear are rarely well-received.

5. Energetic Level of Communication - Also called the psychic level, this level of communication
encompasses a vast range of unseen factors including a person’s level of consciousness, the frequency
or harmonics of the message, and other subtle energies. To communicate more effectively, hold the
highest intention for the other person’s wellbeing. This requires a unique level of mindfulness generally
cultivated through compassion practices. When we are centered in a state of mastery, we’re more likely
to access this psychic dimension that holds great treasures of insights into others, helping us
communicate with greater ease