GE 5 : PURPOSIVE COMMUNICATION
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LESSON 1
COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS
I.
Module Overview
This module discusses the students with the basic communication processes,
principles and ethics. Particularly, this module will take us to understanding of the
following:
1.
2.
3.
4.
5.
II.
Communication
Types of communication
Components of the communication process
Principles of effective communication
Ethical considerations in communication
Desired Learning Outcome
At the end of this unit, the students should be able to:
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III.
describe the nature, elements and functions of verbal and non-verbal
communication in various and multicultural contexts;
identify the types of communication in relation to communicatin mode, context,
and purpose and style;
differentiate verbal, non-verbal, and visual communication and their sub-forms in
relation to communication modes;
evaluate the differences among intrapersonal, interpersonal, extended,
organizational, and intercultural communication in relation to communication
context;
explain the differences between formal and informal communication in relation to
purpose and style; and
discuss the advantages and disadvantages of the different communication types
in various communication settings
Take off/Motivation
Answer the following questions:
1. Why do people communicate?
2. What might happen to the world if communication does not exist?
3. Why do miscommunications and misunderstandings happen?
IV.
Content Focus
Communication
Communication is understood as the process of meaning-making through a
channel or a medium. It comes from the Latin word communicares, meaning to take
share or to make ideas common. The connection that encompasses interaction among
partakers is at the center of your learning of communication. Generally, it is defined as
the exchange of thoughts, ideas, concepts, and views between or among two or more
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people whether verbal or non-verbal which is used to meet the purpose of a person.
The purpose could ne to inform, to persuade, or to entertain.
Types of Communication
Communication can be classified according to: (a) communication mode, (b)
context, and (c) purpose and style
A. Types of Communication According to Mode
A message may be conveyed via these types: verbal – non-verbal and
visual. Though communication is often thought of as verbal, the non-verbal mode
is equally essential as it enhances one’s message.
1. Verbal - Non-verbal Communication
Effective communication calls for the blending of these two types.
One cannot be separated from the other. For instance, door – to door
salespersons who demonstrate product knowledge can only be effective if
they know how to properly punctuate what they say with proper gestures
and facial expressions. Their communication with the customer begins
upon greeting him/her with a welcoming smile then assessing the customer
queries enhanced by gestures and a friendly, happy, and pleasant
disposition. It is only though this mode that salespeople with excellent
communication skills are able to provide the best information needed,
thereby convincing client to patronize their products.
 Verbal communication involves an exchange of information through
face-to-face, audio and/or video call or conferencing, lectures,
meetings, radio, and television. Non-verbal, on the other hand, involves
the use of voice, body language, personal space and appearance.
2. Visual Communication
Visual communcation is the type of communication that uses
visuals to convey information and/or message. It invloves the use of
images, graphs, charts, logos, symbols, photos, drawings, illustrations,
maps and even various form of electronic communication.
 There are some instances when visual communication is classified under
non-verbal communication. Whatever the classification is, note that this
type has now become pervasive in communication.
B. Types of Communication According to Mode
In this sub-section, context in communication is referred to as a composite
of people interacting with each other. Communication may also be classified
according to context: (1) intrapersonal; (2) interpersonal; (3) extended; (4)
organizational communication; and (5) intercultural communication.
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1. Intrapersonal Communication
The Latin prefix intra- means within or inside. Intrapersonal communication
then means talking to oneself. Some label it as self or inner talk, inner monologue,
or inner dialogue. Psychologists call it with other names such as self-verbalization
or self-statement.
 People with highly developed intrapersonal skills are proficient at
examining themselves and identifying their own weaknesses and
strengths and focusing on them. This allows them to view themselves as
a behavioral entity.
2. Interpersonal Communication
As opposed to intra, the Latin prefix inter- means between, among, and
together. An interactive exchange takes place as interpersonal communication
takes place. This may occur in dyads or small groups, also known as group
communication.
 A communication situation is interpersonal if it is meant to establish or
deepen one’s relationship with others. However, if the objective is to
achieve something at the end of the conversation, it becomes
transactional. While the former is characterized by less seriousness
and formality, the latter is more formal and profound. Whereas,
interpersonal talks are meant for maintaining social relationships,
transactional talks aim to accomplish or resolve something at the end
of the conversation.
3. Extended Communication
3. Extended communication involves the use of electronic media. Unlike
before when it only called for the use of television and radio, nowadays, the
description of extended communication may be expanded as to include tele,
audio, or phone conferencing; video conferencing; Skype calls; and other
technological means. Since it is public in nature, speakers are expected to be
prepared when they speak, making their language formal.
4. Organizational Communication
With this type, the focus is on the role that communication plays in
organizational contexts. Organizations comprise individuals who work for the
company. When you graduate, for example, you become a professional, either
working for a company or putting up your own. Whichever, you should know
that each organization has expectations that you as a communication
professional should meet or that you as the owner may establish.
For an organization to be successful, a system of communication should
be put in place. A set of rules or standards for communication protocol should
be made clear so that interaction patterns are established. On the part of the
individual, you should be equipped with the needed oral and written
communication skills that the organization expects you to possess.
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Types of Organizational Structure
There are two types of organizational structure: formal and informal.
Formal structure allows communication to take place via designated
channels of message flow between positions in the organization. This may
make use of four approaches namely: downward communication, upward
communication, horizontal communication and crosswise communication.
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Downward communication is the type that flows from
upper to lower positions (superior – subordinate)
Upward communication is bottom-up in which
subordinates send communication to their superiors/bosses
bearing their views/feedback on organizational policies,
issues related to their jobs and the like.
Horizontal communication is lateral in approach as it
takes place among people belonging to the same level but
coming from different departments or units to facilitate
performance of tasks through proper coordination.
Crosswise approach is diagonal in nature as employees
from different units or department working at various levels
communicate with each other.
Informal communication, on the other hand, comes from an
unofficial channels of message flow. Also known as “grapevine”, messages
coming from the different levels of the organization are transmitted. This
occurs due to the dissatisfaction of some employees accompanied by
uncertainty, such as superiors playing favorites and unfavorable or
unacceptable company rules and regulations. Some employees even
resort to baseless gossips and rumors which they spread like wildfire.
 Each organization has its own culture. Organization culture is of utmost
significance since it will dictate the kind of behavior that employees
should possess as well as the extent of commitment expected from
them by the organization.
5. Intercultural Communication
It is communication between or among people having different
linguistic, religious, ethnic, social, and professional backgrounds. Even
gender difference affects communication. Individuals having different
orientations communicate and interpret messages differently. This
particularly happens with non-verbal communication. For instance,
Australians consider eye contact as important in assessing the sincerity of
a person while for Indians, looking straight into the eyes of a person while
talking is inappropriate.
C. Types of Communication According to Purpose and Style
The types of communication in relation to purpose and style are formal and
informal (focuses on the communication setting and the mode of delivery). Formal
communication employs formal language delivered orally or in written form.
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Lectures, public talks/speeches, research and project proposals, reports and
business letters, among others are all considered formal situations and writings.
Note that while lecturers and speeches are delivered orally, the texts have been
thought out carefully and written well before they are delivered. To inform, to
entertain, and to persuade are the main objectives of this type of communication.
On the other hand, informal communication certainly does not employ
formal language. It involves personal and ordinary conversations with friends,
family members, or acquaintances about anything under the sun. The mode may
be oral as in face-to-face, ordinary or everyday talks and phone calls, or written as
in the case of e-mail messages, personal notes, letters, or text messages. The
purpose is simply to socialize and enhance relationships.
Components of the Communication Process
Basically, the communication process comprises of the following components:
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Source – the speaker or sender of the message. The sender carefully
crafts the message. The sender may be anyone: an author of a book
or a public speaker.
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Message – the message, information, or ideas from the source or
speaker. The message is the reason behind any interaction. It is the
meaning shared between the sender and the receiver. Messages take
many form. They could mean poems, songs, essays, news articles,
road signs or symbols.
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Channel – the means to deliver a message such as face-to-face
conversation, telephone calls, e-mails, and memos, among others. The
channel is the means by which message is conveyed.(e.g. When your
parents receive a notification of your absences from school, the
channel is a letter).
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Receiver – the recipient of the message. The receiver is the person
who receives the transmiited message. The receiver may be a part of
an audience in a public speaking event, a reader of a letter or a driver
who reads road signs. The receiver is expected to listen or read
carefully, to be aware of different kinds of sender to jot down infromation
when needed, to provide response and to ask questions for
clarifications.
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Feedback – the reactions or responses of the receiver to the message
from the sender. In any communication scenario, a feedback is
essential to confirm recipient understanding. Feedbacks, like
messages, are expressed in varied forms. A simple nod for a question
of verification is considered a feedabck. Thus, feedbacks may be
written, spoken or acted out.
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Context or Environment – the place, the feeling, the mood, the
mindset and the condition of both sender and receiver. The
environment may involve a physical set-up of a location where
communication takes place, the space occupied by both the sender and
the receiver, including the objects surrounding the sender and receiver.
It consists of such factors as:
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 Physical Milieu is where the communication takes place, the
time of day, the environmental conditions (like temperature,
lighting and noise level), distance between or among
communicators and seating arrangements.
 Social Milieu refers to the nature of relationships existing
between or among the communicators (what and how
messages are formed, shared and understood would depend
on whether the interaction takes place among family members,
friends, work associates and strangers).
 Psychological Milieu is the communicators’ mood and feelings
(the same joke that amuses you when in a bantering mood
makes you explode angrily when in a hostile mood).
 Cultural Milieu is the beliefs, values and norms shared by a
large group of people (interaction is very much easier with
someone of your own race and with one who has adapted to
and imbibed your culture).
 Historical Milieu pertains to the background provided by
previous communication incidents between or among the
communicators and which affects understandings in the current
exchange.
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Barrier or Noise – the factors which may affect the communciation
process. It also means distractions that interfere with the accurate
transmission and reception of a message. These obstructions can be
any or all of the following:
 External noise includes sights, sounds, and any other
distractions in the environment like the passing of an
attractive man or woman, nonstop catcalls or cigarette
smoke in a crowded room.
 Internal noise pertains to the distractions within the
communicator such as physiological noise or biological
noise like hearing loss or illness and psychological noise like
daydreaming or worrying.
 Semantic noise means unintentional meanings caused by
certain symbols, ethnic slurs, profanity and vulgar speech.
 Other examples of barrier include: culture, individual
differences, past experiences and status.
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Encoding – the process of transferring the message.
Decoding – the process of interpretting an encoded message.
Principles of Effective Communication
Since communication is a two-way process, it is important that you know the
principles to be observed to make it effective. For both oral and written communication,
you should be able to apply the following principles:
1. Know your purpose in communicating. Are you communicating
basically to inform, to entertain, or to persuade? While you may
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have more than one purpose, there is still a more dominant
objective or reason why you communicate.
2. Know your audience. In both speaking and writing, you should
know your audience as it will dictate the speaking or writing style
you are going to employ. Consider the age, educational
background, profession, culture, and other salient features of your
listeners or readers.
3. Know your topic. You communicate essentially because you want
to share something. In speaking situations, speakers are invited
because they have something to share. This also applies to writing.
You write because you wish that other people learn something from
you. You may then utilize several or multiple communication
techniques to easily catch the attention of the audience.
4. Adjust your speech or writing to the context of the situation.
The environment in which your speech or writing is to be delivered
determines the kind of language you will use.
5. Work on the feedback given you. Once you receive comments
from the listeners/readers, work on them. Take kindly to criticisms.
In the long run, constructive criticisms will prove benefecial to you
as you learn to address them.
Principles of Effective Oral Communication
1. Be clear with your purpose. You should know by heart your
objective in communicating.
2. Be complete with the message you deliver. Make sure that
your claims are supported by facts and essential information.
3. Be concise. You do not need to be verbose or wordy with your
statements. Brevity in speech is a must.
4. Be natural with your delivery. Punctuate important words with
the appropriate gestures and movements. Exude a certain degree
of confidence even if you do not feel condident enough.
5. Be specific and timely with your feedback. Inputs are most
helpful when provided on time.
Principles of Effective Written Communication: The 7Cs
1. Be clear. Always be guided by your purpose in communicating.
2. Be concise. Always stick to the point and be brief by focusing on
your main point.
3. Be concrete. Support your claims with enough facts. Your
readers will easily know if you are bluffing or deceiving them
because there is nothing to substantiate your claims.
4. Be correct. It is important that you observe grammatical
correctness in your writing. Always have time to revise and edit
your work. Even simple spelling errors may easily distract your
readers.
5. Be coherent. Your writing becomes coherent only when you
convey a logical message. The ideas should be connected to
each other and related to the topic. Make sure that you observe a
sound structure that will present a smooth flow of your ideas. Use
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transitional devices or cohesive devices so that the ideas cohere
with one another.
6. Be complete. Include all necessary and relevant information so
that the audience will not be left wanting of any information.
Always place yourself in the shoes of the audience, who is always
interested to receive new information.
7. Be courteous. The tone of your writing should be friendly. Avoid
any overtone/undertone or insinuation to eliminate confusion and
misinterpretation.
Ethical Considerations in Communication
Ethics is a branch of philosophy that focuses on issues of right and wrong in
human affairs. Communication ethics emphasizes that morals influence the behavior of
an individual, groups, or organization thereby affecting their communication. Effective
communicators observe ethics. This means that they deal with values, righteousness,
and behavior appropriate for human communication particularly in a multicultural
situation. Below are some ethical considerations:
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Uphold integrity. Be truthful with your opinion and be accurate with your
judgment.
Respect diversity of perspective and privacy. Show compassion and
consideration with the beliefs, status, affiliations, and privacy of others.
Observe freedom of expression effectively. Be careful of what and
how you say words depending on the type of people you are
communicating with.
Promote access to communication. Give others an opportunity to
express what they feel and think about the message being
communicated.
Be open-minded. Accept that others have different views or opinions,
which may conflict with yours. So, listen and process the views of other
people, and learn how to reconcile their opinions with your own.
Develop your sense of accountability. Acknowledge responsibility for
all your actions, good or bad.
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Take action
1. Illustrate the communication process through a diagram.
2. Identify possible communication blocks in the following situations:
a. a written letter of complaint
b. interaction between a nurse and a patient in pain
c. songs with figurative language.
VI.
Assessment
Check your understanding of the input by answering the following questions:
1. How communication took place?
2. How do you differentiate the types of communication in relation to
communication mode?
3. How can visual communication enhance the message conveyed by a speaker?
Cite a particular situation when it is best to employ visual communication.
4. How do you differentiate formal communication from informal communication
in relation to purpose and style ? Provide situations to illustrate differences.
5. How can you listen to speakers’ opinions through electronic media without
being swayed into accepting opinions?
6. Through a slogan, state how the knowledge of the communication process aids
people in communicating effectively.
(Prepare for a formative test on the topic tackled. Assessment will be through google forms.
Please follow the link sent to your email address.)
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VII.
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Self reflect
Reflect on the learning that you gained from this lesson by completing the given
chart.
What were your misconceptions about the
topic prior to taking up this lesson?
I thought ...
What new or additional learning have you
gained from this lesson in terms of skills,
content and attitude?
I learned that...
REFERENCES
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Madruino, M. R. & Martin, I. M. (2018). Purposive Communication: Using English
in Multilingual Contexts.
Barrot, J. S. & Sipacio, P.J. (2018). Purposive Communication in the 21st
Century.
Wakat, G. S. et al. (2018). Purposive Communication.
ANTHONY V. ALIMONSURIN
Instructor /DEBESMSCAT
anthonyalimonsurin311@gmail.com
0930-108-6512