COMMUNICATION

PROCESSES,
PRINCIPLES AND
ETHICS
 Objectives
This part will help you:
• Demonstrate mastery in elucidating the
nature, elements, and functions of verbal
and non-verbal communication in
various and multicultural contexts.
• Manifest expertise in explicating how
cultural and global issues affect
communication.
 Nature of
Communication:

COMMUNICATION comes from the

latin word “communicare” which means
“to impart” or to share ideas in common.
 What is
communication?

Communication- defined as an act or

process of imparting and sharing
information between people in order to
express their desires, needs, aspirations,
dreams, goals, ideas, thoughts, and all
various kinds of information.
 Purpose of
communication

• Allow people to be connected with each

other;
• Understand among human beings;
• Be able to transcend boundaries;
• And express their emotions and thought as
well to one another.
 4 main purposes of
communication

• To inquire
• To inform
• To persuade
• To develop goodwill
Elements/Components
of Communication

• Source • Feedback
• Message • Environment
• Channel • Context
• Receiver • Interference
Kinds of Interference

a. Psychological barriers are thoughts that hamper the

message to be interpreted correctly by the receiver.
b. Physical barriers include competing stimulus, weather and
climate, health and ignorance of the medium.
c. Linguistic and cultural barriers pertain to the language
and its cultural environment. Words may mean another in
different cultures.
d. Mechanical barriers are those raised by the channels
employed for interpersonal, group or mass communication.
These include cellphones, laptops and other gadgets used in
communication.
 Principles of
Communication
According to Michael Osborn (2009) he claims that
communication must meet certain standards for effective
communication to take place.

1. Clarity – clarity makes speeches understandable.

Take note: Fuzzy language is absolutely forbidden, as are
jargons, cliché expressions, euphemisms and doublespeak
language.
Fuzzy – lacking in clarity
jargons – technical terms for one field only.
cliché expressions – a phrase or expression overuse.
euphemisms- a word or phrase is used to replace another in this way
(blunt or vulgar)
 Principles of
Communication
2. Concreteness – reduces misunderstandings. Messages
must be supported by facts such as research data, statistics
or figures
Take note: To achieve concreteness, abstract words must be
avoided.
3. Courtesy – it builds goodwill. It involves being polite in
terms of approach and manner of addressing individual.
4. Correctness – Glaring mistakes in grammar obscure the
meaning of sentence. Also, misuse of language can damage
your credibility.
Glaring – blatant or obvious.
5. Consideration – Messages must be geared towards the
audience. The sender of a message must consider the
 Principles of
Communication
6. Creativity – in communication it means you have the
ability to craft interesting messages in terms of sentence
structure and word choice.
7. Conciseness – simplicity and directness help you to be
concise.
Take note: Avoid using lengthy expressions and words that
may confuse the recipient.
8. Cultural Sensitivity – today, with the increasing emphasis
on empowering diverse culture (respect culture differences),
lifestyles, and races and the pursuit for gender equality.
Cultural sensitivity becomes an important standard for
effective communication.
9. Captivating – you must strive to make messages
 TYPES OF
COMMUNICATION

• Communication has been broadly categorized into the following

three types:
• Intrapersonal communication
• Interpersonal communication
• Mass communication.

• 1. Intrapersonal Communication
• The word 'intra' denotes 'within'. When we communicate
within ourselves, it is intrapersonal communication. This can
take the form of thinking, analyzing, dreaming or
introspecting. Day dreaming, self-talk and memories are all
facets of intrapersonal communication.
 TYPES OF
COMMUNICATION
• Interpersonal Communication
 
When two persons communicate with each other, the
communication is interpersonal. Our everyday exchanges,
formal or informal, which may take place anywhere come under
this type of communication. There is certain amount of
proximity between the sender and the receiver who may be able
to see each other closely, watch the facial expressions, postures,
gestures, body language etc.
 TYPES OF
COMMUNICATION
•  Mass Communication

This type of communication is different from all the three

types discussed so far. In mass communication, the
communicator is separated from the audience in terms of time
and place. Communication takes place simultaneously with the
help of an electronic device, in which an institution is involved.
These electronic devices are known as mass media such as
print, radio, television, the Internet, etc. The audience is 'mass'
i.e. it has a heterogeneous profile, are unknown to each other
and located in widespread locations. Feedback in mass
communication is considered to be weak and delayed as
compared to group and interpersonal communication.
Communication Models
 Aristotle’s Model of
Communication

Speaker Speech Audience Effect

Occasion
Critical Elements of a
Good Communicator

Ethos
Ethos is the characteristic which makes you credible in front of
the audience.

Pathos
If what you say matters to them and they can connect with it, then
they will be more interested and they will think you are more credible.

Logos
Logos is logic. People believe in you only if they understand what
you are trying to say. Everybody has a sense of reason. You must
present facts to the audience for them to believe in you.
• Lasswell Model (1948) : One of the early models of
communication was developed by the political scientist
Harold D. Lasswell who looked at communication in the
form of a question:

• Who
• Says What
• In Which Channel
• To Whom
• With What Effect
Osgood and Schramm Model of
Communication
White’s Stages of Oral
Communication
 Learning Task

Learning Task: Communication Models

Applied
1. Explain the communication model
assigned to them.
2. Use their own examples to explain the
model.
3. Illustrate the model through a skit,
which shows both successful
 Ethical
Communication
 ETHICS

• deals with values relating conduct, with respect to the rightness and
wrongness of certain actions and to the goodness and badness of the motives
and ends of such actions.

• a system of moral principles

Ethical Considerations in
Communication
Ethics – it is a branch of philosophy that focuses on issue of
right and wrong in human affairs.

Ethical communicators:
1. Respect audience.
2. Consider the result of communication.
3. Value truth.
4. Use information correctly.
5. Do not falsify information.
 Ethical
communication
requires:
1. Truthfulness and honesty – refraining from lying,
cheating, stealing, or deception.
(prevent black propaganda and whitewashing, prove assertions)
2. Integrity – maintaining a consistency of belief and
action.
(keeping promises)
3. Fairness – achieving the right balance of interests
without regard to one’s feelings and without showing
favor to any side in a conflict.
(vibrant democracy, people to feel safe enough to express what they
feel, endorse freedom of expression, diversity of perspective, and tolerance
of dissent)
4. Respect – Showing considerations to others
and their ideas even if we don’t agree with
them.
(condemn communication that degrades individuals and
humanity through distortion, intimidation, coercion, and
violence, and through the expression of intolerance and
hatred. )
(safeguard from sexism, violence, racism, hate speech)
5. Responsibility – being accountable for one’s
actions and what one says.
(short- and long term consequences)
Thank you!