Module 1

Lesson 1

"The Process, Principles, and Ethics

of Communication"
•Communication is ubiquitous. At any place, people will need to convey messages for
whatever purpose. It is therefore necessary to find out how communication takes place,
how to communicate effectively, and what values to hold as communicators.
•Communication was derived from Latin words con which means “with”,munus which
means“a business”communis which means“common”, and communico which means
“to confer” or “to relate with one another” (Igoy et.al., 2004)
•In business and workplace situations, an effective communication is vital to a company’
s overall success.
*The importance of effective communication in the world of business and personal life is
an absolute must because it generally accounts for the difference between success and
failure or profit and loss.
•*According to Sanchez (2017), effective communication is the most critical component of
total quality management.
*It has been proven that poor communication reduces quality, weakens productivity, and
eventually leads to anger and a lack of trust among individuals within an organization.

"The communication Process"

*Communication is a process of mutual interaction of people through sensory stimuli.
*It is a two-way process which occurs in an orderly and systematic sequence that involves
giving and receiving ideas, feelings, and attitudes between two or more persons and
results in a response.
*The mode of communication may be oral, written, or visual.
*Individuals who observe and follow the communication process will have the opportunity
to become productive in every aspect of their profession.
*The communication process is the guide toward realizing effective communication.
*It is through communication that the sharing of a common meaning between the sender
and the receiver takes place.
1. The communication process begins with the formulation of an idea by the sender who
may be a speaker or a writer.
2. The speaker or writer then encodes the message into a language to be transmitted
through audible, visible, or comprehensible symbols to the receiver, listener, or reader.
-The goal of communication between a sender and a receiver is understanding of the
message being sent.
- Communication noise can influence the receiver’s interpretation of the message and
significantly affects her/his interaction with the sender.
-As the receiver receives the message, s/he decodes it and may verbally, mentally, or
physically respond to the sender.
-The response made by the receiver of the message is the feedback which may be
negative or positive.
 -The positive feedback is accepted while the negative feedback is provided with an
adjustment.
-Therefore, the receiver of the original message changes its function – from the receiver
of the original message to the sender of the response to the original message.
-The adjustment made by the sender of the original message should be incorporated in
the communication process and should reach the sender of the feedback.
3. Finally, the communication process ends or temporarily stops when both participants
have reached their goal or are satisfied with their transaction.

"The Components of Communication Process"

1. Source
2. Message
3. Channel
4. Receiver
5. Feedback
6. Environment
7. Context
8. Interference (psychological, physical, linguist and cultural, and mechanical)

"The Nine Principles of Effective Communication"

Michael Osborn (2009) claims that communication must meet certain
standards for effective communication to take place, and these are the following:
1. Clarity
2. Concreteness
3. Courtesy
4. Correctness
5. Consideration
6. Creativity
7. Conciseness
8. Cultural Sensitivity
9. Captivating

"Ethical considerations in Communication"

*Communication ethics deals with the behaviour of an individual or a group that is
governed by
their morals which, in turn, affect communication.
*Communication has broad ethical implications.
- In a fast-changing mode of communications, one should regard ethical listening,
avoiding plagiarism, presenting the right evidence, and applying ethical standards to mass
media and social media with paramountcy (or with greater importance than anything else).
*The National Communication Association stipulates that “ ethical communication is
fundamental to
responsible thinking and decision making, and to the development of relationships and
communities within and across contexts, cultures, channels, and media.
*Ethical communication enhances human worth and dignity by fostering truthfulness,
fairness,
responsibility, personal integrity, and respect for self and others.
*Unethical communication threatens the quality of all communication and consequently,
the well-being of individuals and the society in which we live.

"Principles of Ethical Communication or the Credo for Ethical Communication

endorsed by the National Communication Association"
1. Advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of
communication.
2. Endorse freedom of expression, diversity of perspective, and tolerance of dissent to
achieve the informed and responsible making fundamental to a civil society.
3. Strive to understand and respect other communicators before evaluating and
responding to their messages.
4. Promote access to communication resources and opportunities as necessary to fulfill
human potential and
contribute to the well-being of families, communities, and society.
5. Promote communication climates of caring and mutual understanding that respect the
unique needs and characteristics of individual communicators.
6. Condemn communication that degrades individuals and humanity through distortion,
intimidation, coercion, and violence, and through the expression of intolerance and
hatred.
7. Commit to the courageous expression of personal convictions in pursuit of fairness and
justice.
8. Advocate sharing of information, opinions, and feelings when facing significant choices
while also respecting privacy and confidentiality.
9. Accept responsibility for the short- and long-term consequences of our own
communication and expect the same of others.

Lesson 2
"COMMUNICATION AND GLOBALIZATION"
• The growing interdependence of cultures across the globe has instigated a need for
effective communication. Each and every individual has realized that understanding can
be achieved only if the information conveyed abides by the principles of effective
communication.
• Globalization is the process by which people and goods move easily across borders
(Gray, 2017).
• Globalization is an economic concept – the integration of markets, trade and
investments with few barriers to slow the flow of products and services between nations
(Gray, 2017).
• Globalization promotes the development and prevalence of digital technologies that
make communication faster and information more easily accessible.
• Globalization takes us to an understanding of transformation, advancement, and
interdependence

• We are living in a globalized society where a great change and transformation are
evident in a variety of economic, cultural, and social changes that have shaped the world
over the years.
• Technology has been globalizing the world into a closely interconnected society.
➢ This global interdependence for people and cultures has become a norm of life

Thompson (1995) acknowledged that the origins of globalization of

communication can be traced back to the mid-nineteenth century. He
presented the following features of globalization:
1. The emergence of transnational communication conglomerates as key
players in the global system;
2. The social impact of new technologies, especially those associated with
satellite communication;
3. The asymmetric flow of information and communication products within
the global system; and
4. The variations and inequalities in terms of access to the global networks of
communication.
Globalization requires the development of a person's language ability.
The ability to use language accurately and appropriately is
requirement of a globalizing society.
People should acquire knowledge and skills that account for
"global
communication competence."
> It is only through global communication competence that people from
different cultures are able to communicate effectively
and
productively.
Cooley and Roach (1984) defined communication competence as the
knowledge of effective and appropriate communication patterns and the ability
to use and adapt that knowledge to various contexts.
Their definition can be unpacked into three parts: knowledge, ability to
use knowledge, and ability to adapt knowledge to various contexts.
Knowledge - knowing how to do something and understanding why things are done the
way they are (Hargie, 2011)
Ability to use - accounts differences in intellectual ability
There are factors that help or hinder individuals when
they try to apply the knowledge they have learned to
actual communication behaviors.
Ability to adapt knowledge to various contexts - what is
competent or not varies based on social and cultural contexts,
which makes it impossible to have only one standard for what
counts as communication competence (Cooley & Roach, 1984).
Status, power, race, and nationality are social variables
that affect competence.
In the global communication context, competence further requires individuals
to be equipped with the ability to acknowledge, respect, tolerate, and integrate
cultural differences to be qualified for enlightened global citizenship (Chen &
Starosta, 1997, 2003).
People who are globally competent do not only acknowledge the importance
of knowledge and skills to face the changing environment but also regard a
new set of thinking and behavior that greatly considers cultural differences.

"THE NATIONAL
COMMUNICATION ASSOCIATION (NCA) has identified what students should do to
become
globally competent communicators."
1. State ideas clearly.
2. Communicate ethically.
3. Recognize when it is appropriate to communicate.
4. Identify communication goals.
5. Select the most appropriate and effective medium for communicating.
6. Demonstrate credibility.
7. Identify and manage misunderstandings.
8. Manage conflict.
9. Be open-minded about another's point of view
10. Listen attentivelv.

Lesson 3
"LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTINGS"
• Cultural differences do abound. Divergence in cultural practices can bring about
misunderstandings even in places where people speak the same language. Therefore,
knowing how to communicate in multicultural settings must be regarded as the sine qua
non of effective local and global communication.
Intercultural communication refers to the interaction among people from
diverse cultures (Jandt, 1998).
Forms of Intercultural Communication (Jandt, 1998):
1. Interracial communication - communicating with people of different races
2. Interethnic communication - interacting with people of different ethnic
origins
3. International communication - communicating between representatives
from different nations
4. Intracultural communication - interacting with members of the same racial
or ethnic group (co-culture)
• According to Gamble and Gamble (2008), communication
styles among cultures may be high-context communication or
low-context communication.
• A. High-context communication is a tradition-linked
communication system which adheres strongly to being
indirect.
• B. Low-context communication is a system that works on
straightforward communication.

HIGH CONTEXT VS. LOW CONTEXT COMMUNICATION

Based on C.B. Halverson’s book titled Cultural Context Inventory
High Context
1. Association • Relationships build slowly and depend on trust.
• Productivity depends on relationships and on the group process.
• An individual’s identity is rooted in groups (family, culture, work).•Social structure and
authority are centralized.
"Low context"| • Relationships begin and end quickly. • Productivity depends on
procedures and paying attention to the goal. • The identity of individuals is rooted in
themselves and their accomplishments. • Social structure is decentralized.
2, Interaction
High context
• Nonverbal elements such as voice tone, gestures, facial expressions and eye
movements are significant.• Verbal messages are indirect, and communication is seen as
an art form or way of engaging someone.• Disagreement is personalized, and a person is
sensitive to conflict expressed in someone else’s nonverbal communication.
Low context
• Nonverbal elements are not significant. • Verbal messages are explicit, and
communication is seen as a way of exchanging information, ideas and opinions. •
Disagreement is depersonalized; the focus is on rational (not personal) solutions. • An
individual can be explicit about another person’s bothersome behavior.
3. Territoriality-
High context
• Space is communal. People stand close to each other and share the same space.
Low context• Space is compartmentalized. Privacy is important, so people stand farther
apart.
4. Temporality
Hign context
• Everything has its own time, and time is not easily scheduled.• Change is slow, and time
is a process that belongs to others and nature
low context
• Events and tasks are scheduled and to be done at particular times.
• Change is fast, and time is a commodity to be spent or saved. • One’s time is one’s
own.
5. Learning
High context
• Multiple sources of information are used.• Thinking proceeds from general to specific.