Course Code GE4

Description Purposive Communication

Pre-Requisites None

Department: General Education Week 1

COMMUNICATION PROCESS, PRINCIPLES & ETHICS Module No. 1

LEARNING OUTCOMES

At the end of this module, the students should be able to :

1. Describe the nature, elements, and functions of verbal, and non-verbal communication
in various and multicultural contexts.
2. Explain how cultural and global issues affect communication.
3. Appreciate the impact of communication on society and the world.

INTRODUCTION

This module will introduce several concepts about communication from Ancient Greece
until the 21st century. It will focus on different perspectives about communication, which is a
necessary and important skill that should be mastered by all students to become better citizens
in helping to build the society they belong to.

The activities will give the students a better understanding of how important
communication, how they can master the skills in oral and written communication that will be
beneficial to them when they go out to the professional world after their graduation from
college.

COURSE CONTENT

Communication is simply the act of transferring information from sender/speaker to a

receiver/listener. Every communication involves (at least) one sender, a message or idea to be sent
and a recipient. This may sound simple, but communication is actually a very complex process.
The transmission of the message from sender to recipient can be affected by a variety of factors.
These include our emotions, the cultural situation, the medium used to communicate, and even
our location, which are called barriers.

To have a better understanding of the complex process of communication, these different

models of communication will give you an idea of how communication takes place.
1. Aristotle’s Model of Communication - Aristotle, a great philosopher, initiated the earliest
mass communication model called “Aristotle’s Model of Communication”. He proposed
the model before 300 B.C. He found the importance of audience role in the
communication chain in his communication model. This model is more focused on public
speaking than interpersonal communication.

2. Shannon – Weaver Model of Communication - In 1948, Claude Shannon, an

American mathematician and Electronic engineer published a book entitled, A

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 Mathematical Theory of Communication. In 1949, Warren Weaver, an American
scientist joined Shannon and co-authored to write an article in “Bell System Technical
Journal” called “A Mathematical Theory of Communication”, which has been called
since as the “Shannon-Weaver Model of Communication”. This model is specially
designed to develop the effective communication between sender and receiver. Also
they find factors affecting the communication process called “Noise”. At first the model
was developed to improve technical communication. Later it’s widely applied in the field
of Communication. The model deals with various concepts like Information source,
transmitter, Noise, channel, message, receiver, channel, information destination,
encode and decode.

Sender : The originator of message or the information source selects desire message
Encoder : The transmitter which converts the message into signals
Note: The sender’s messages converted into signals like waves or Binary data which is
compactable to transmit the messages through cables or satellites. For example: In telephone the
voice is converted into wave signals and it transmits through cables
Decoder : The reception place of the signal which converts signals into message. A reverse process
of encode
Note : The receiver converts those binary data or waves into message which is comfortable and
understandable for receiver. Otherwise receiver can’t receive the exact message and it will affect
the effective communication between sender and receiver
Receiver : The destination of the message from sender
Note : Based on the decoded message the receiver gives their feed back to sender. If the message
distracted by noise it will affect the communication flow between sender and receiver
Noise: The messages are transferred from encoder to decoder through channel. During this
process the messages may distracted or affected by physical noise like horn sounds, thunder and
crowd noise or encoded signals may distract in the channel during the transmission process which
affect the communication flow or the receiver may not receive the correct message
Note : The model is clearly deals with external noises only which affect the messages or signals
from external sources. For example: If there is any problems occur in network which directly affect
the mobile phone communication or distract the messages.

3. Schramm’s Model of Communication - The Schramm Communication Model is a cyclical

communication model containing all basic principles of communication. The Schramm
Communication Model offers a classic approach to and explanation of communication. It
can be used to determine how communication between two people works when they’re
exchanging information, ideas, or attitudes.
Encoder – Who does encoding or Sends the message (message originates)
Decoder – Who receives the message
Interpreter – Person trying to understand (analyses, perceive) or interpret
Note: From the message starting to ending, there is an interpretation goes on. Based on this
interpretation only the message is received. This model breaks the sender and receiver model it
seems communication in a practical way. It is not a traditional model. It can happen within our self
or two people; each person acts as both sender and receiver and hence use interpretation. It is
simultaneously take place e.g. encoding, interpret and decoding. Semantic noise is a concept
introduced here it occurs when sender and receiver apply different meaning to the same message.
It happens mostly because of words and phrases for e.g. Technical Language, So certain words and
phrases will cause you to deviate from the actual meaning of the communication.
Note: When semantic noise takes place decoding and interpretation becomes difficult and people
get deviated from the actual message.

4. Osgood-Schramm Model of Communication - The Osgood-Schramm model of

communication is a circular, rather than linear, experience that involves a sender, who
encodes a message, and a recipient, who decodes it. ... The model takes into account the
concepts of field of experience, a commonality between the two communicators, that
makes communication simpler. Wilbur Schramm is considered as the Father of Mass
Communication. with his model of communication, communication breakdown is
explained. he affirms that there should have the same field of experience between the
speaker and the listener. Field of Experience is everything that makes a person unique-
everything that he/she has ever learned, watched, seen, heard, read, and studied.

This means that for the message to reach the receiver, there must be a common field of
experience between the sender and the receiver. Although the receiver might not fully
appreciate all the nuances of the message, as there are parts of the sender’s experience
that the receiver has no knowledge of, the receiver may still understand the core meaning
of the message. According to Sneha Mishra (2017), this field of experience may constitute
“culture, social background, beliefs, experiences, values and rules”.

5. White’s Model of Communication - Eugene White’s Model tells that communication in

circular and continuous, without a beginning or an end. He also introduced the concept of
feedback.

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ELEMENTS OF COMMUNICATION :
Based on the models previously presented, communication can be seen as a complex process
having several elements such as the following :
A. Speaker / Sender – the one who will be saying or sending the message.
B. Message – it is what needs to be delivered or imparted to somebody else.
C. Listener / Receiver – the one who will receive the message that will be sent by the speaker
or sender.
D. Channels – they are the means by which the message is sent. The five sense organs are
considered channels of communication : eyes, ears, nose, mouth and skin. In other words,
a message is sent and received via the senses. Moreover, the different mediums of
communication are also considered as channels. These include television, radio,
telephone, mobile phones, computers and newspaper or any published forms of writing.
E. Response – this is a way the speaker knows that the message has been received by the
receiver. Responses can be positive, like nodding, sending a thumbs up sign or say yes.
However there can also be a negative response like shaking their heads, thumbs down or
say no.
F. Feedback is the result of monitoring by the speaker of the listener’s response. Making
sure of what the feedback is will help the speaker in continuing with the next message.
G. Noise – is the barrier to communication. It could be physical noise, like a noisy classroom
while the teacher is having a discussion; an irritating motorcycle engine in the background
while the priest is delivering his homily or a loud music while you are talking to someone
on the phone. The second type of noise is called physiological – when the body becomes a
hindrance to good communication. For example, because of a headache or a toothache,
one may not be able to effectively listen to a friend or to listen to good music. The third
type of noise is psychological noise which occurs when one is thinking deeply about
something or is suffering from an emotional condition ( sadness, depression, confusion ),
which discourages participation in a communication situation.

As illustrated by the models of communication, these elements are present in all of

our communication. They combine, interact and are intertwined in the process of
communication. Everything works smoothly when the elements of communication work
properly.

CATEGORIES OF COMMUNICATION :
1. VERBAL COMMUNICATION refers to the form of communication in which message is
transmitted verbally, communication is done by word or mouth.
A. Oral Communication – here, spoken words are used. It includes face-to-face
conversations, speech, telephone conversation, video, radio, television, voive over
internet. In oral communication, it is influenced by pitch, volime, speed and clarity
of speaking.
B. Wriiten Communication – here written signs or symbols are used to communicate.
A written message may be printed or hand written. They can be transmitted via
email, letter, reports, memo etc. It is influenced by the vocabulary & grammar
used, writing style, precision and clarity of the language used.
 2. NON-VERBAL COMMUNICATION is done through the use of signs and symbols. Remember
that non-verbal communication can happen without verbal communication but verbal can
not happen without non-verbal communication.

Types of Non-Verbal Communication :

A. Kinesics ( body language )
 Facial Expression ( smiling to agree, frowning to disagree )
 Head ( nod to mean yes and shake to mean no )
 Eye gaze ( glaring look to mean angry )
 Gestures ( waving to say “hi” )
 Postures ( drooping shoulder to express fatigue )
 Personal appearance and adornment ( wearing of expensive jewelries means
the person is rich )
B. Haptics ( touch language ) – this means that touch can be used to say something like
a kiss in the forehead means respect, a pat on the shoulder means you acknowledge
someone’s efforts or a face palm means someone is frustrated.
C. Proxemics ( space language ) – to communicate while keeping a distance is called
proxemics. The amount of distance we need and the amount of space we perceive
as belonging to us is influenced by a number of factors including social norms,
situational factors, personality characteristics and level of familiarity.
D. Olfactics (scent language) – scent can also be used to send a message. The aroma of
a savory dish coming from the kitchen means that mother is cooking something
special for lunch or dinner. The scent of a fragrant perfume means that someone
has just finished taking a bath.
E. Chronemics ( time language )
 A call at 2 a.m. indicates some kind of emergency
 You arrived at a party on time shows that you are punctual.
F. Silence – being silent can also mean several meaning :
 Silence can indicate hostility.
 Silence can indicate disagreement.
 Silence can indicate respect.
 Silence can indicate contemplation
 Silence can indicate intentional rudeness.
 Silence can be an indication of empathy.
G. Paralanguage or Vocalics – attributes of speaking which include the pitch, tone,
volume, tempo, rhythm, articulation, resonance, nasality and even the accent of the
speaker is collectively known as paralanguage. We can understand mood and the
situation by paralanguage expressions.

TYPES OF COMMUNICATION :
 Inter-personal communication – communication between two or more people.

 Intra-personal communication - it is a process in which people communicate with

themselves either consciously or unconsciously.

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  Extra Personal Communication – Communication that takes place between human
beings and nonhuman beings like animals or plants.

 Mass Communication – communication through electronic gadgets ( mass media )

like books, journals, newspapers, television, radio or different social media
platforms.

FOCUS QUESTIONS

 What is communication? What are the different communication models?

What are the elements and types of Communication?
 How important is communication in the different aspects of everyday
living?

LEARNING ACTIVITIES

H. I. Discussion on Communication : Models, Elements and Types

II. After reading the lecture above, please accomplish the following activities and
submit on ________.
A. Identify different everyday situations wherein the Models of Communication are
evident.
III. Teacher will present a video of Sherry Turkle in TED Talk, entitled, “ Alone
Together ”.
https://www.ted.com/talks/sherry_turkle_alone_together
B. After watching the video, students will write a reaction paper on the impact of
globalization on how people communicate.

ASSESSMENT
 Short Quiz
Direction: Answer Questions 1 to 5 found in the LMS Quiz No. 1 Week No. 1
You will be guided with the instructions provided.

ASSIGNMENT

1. Write down at least 3 examples for each type of communication aside from the
examples I have given in this module.
2. Compose a script that shows the different elements of communication.

RELATED READINGS / REFERENCES

Uychoco, Marikit Tara A.; Santos, Maria Lorena (2018). COMMUNICATION FOR SOCIETY :
Purposive Communication ( pp. 5-9 ). Sta. Mesa Heights, Quezon City, Rex Publishing Inc.

Flores, Ramona S. (2016). ORAL COMMUNICATION IN CONTEXT ( pp. 8 – 10 ). Sta. Mesa Heights,
Quezon City, Rex Publishing Inc.

https://www.google.com/search?
q=extra+personal+communication+examples&sxsrf=ALeKk03oKXCN_oQu9W5iMJtd6f6N-
ukPEw:1594109665698&source=lnms&tbm=isch&sa=X&ved=2ahUKEwj6ge2i2brqAhURrpQKHULv
D8QQ_AUoAXoECA8QAw&biw=1366&bih=608

https://prezi.com/m9x_g5feyrov/models-of-communication/

Prepared by: Approved by: Noted by:

Maria Lourdes R. Garino, LPT,MAC

Dr. Angustia Segubre Rito A. Camigla Jr., EdD.
Faculty
Program Chair VP for Academic & Student Affairs

PLAGIARISM DECLARATION

I hereby certify that the module ____________________ submitted to Trimex

Colleges is entirely my original work, except where otherwise indicated. I am aware of
the College's rules on plagiarism, including those on disciplinary action that may result
from plagiarism. Any use, in any form whatsoever, of the works of any other author shall
be properly recognized and cited at their point of use.

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Page 7 of 8
Signature :

Author’s Name : __________________

Faculty

Date of submission :