COMM 1100 – Module 1

Lesson 1: Definition and Nature of Communication

Why study purposive communication?

- To enrich knowledge and skills in communicating.

- To heighten awareness in communication ethics.

Communicating – exchange of ideas between sender and receiver.

Why is communication important?

1. To convey your intentions. 3. To maintain connections/public relations.

2. To remain relevant. 4. Conflict prevention.

*Communication is vital for humans to survive and it is one thing in life that we cannot avoid to do.

Communication – comes from Latin word ‘communis’, which means ‘common’ (Lunenberg, 2010).

– uses symbols which may be verbal or non-verbal.

Purposive Communication – an intentional communication that happens within the bounds of

specific context such as setting, environment, scene, social relation, and culture.

Context – affects the process of sending and receiving of messages; semantics or meanings, choice
of channels, words and methods of delivery.

Common Process and Four Attributes of Communication

1. Dynamic – On-going: everchanging, with no clear beginnings and endings.

2. Systematic – Consists of elements which interact to influence each other and the system as
a whole.
3. Symbolic Interaction – Language is a form of symbol. “The medium shapes the message.”
4. Meaning is Personally Constructed – Meanings are in people, not in words.

Elements of Human Communication (from Berlo’s Model of Communication, 1961)

1. Source (Sender/Encoder) – initiator of the communication process.

2. Message – idea, purpose, or intention to be delivered. Translated into a code or a
systematic set of symbols.
3 Factors of a Message
• Message Code – any group of symbols or elements that can be structured in
a way that is meaningful to some person.
• Message Content – material in the message selected by the source to
express his/her purpose.
• Message Treatment – decisions that the communication source makes in
selecting and arranging both code and content.
3. Channel – modes of encoding and decoding the messages. Medium of communication.
4. Receiver – person at the end of the communication process. The receiver listens when the
sender talks.
 5. Effect – response of the receiver to the message of the source. Sometimes it adheres to the
desired outcome of the source, sometimes the effect is not the desired outcome.
• Overt Effect – obvious or visible; responses include non-verbal cues (nodding of
head, signing of a contract).
• Covert Effect – non-observable
6. Feedback – a communication response is feedback to both source and receiver. Could take
form of non-verbal and verbal cues.

Levels of Communication

1. Intrapersonal – the receiver and the sender are one person. ‘Intra’ means ‘within’. Within a
person’s mind. To: think, reason, analyze, reflect. e.g. rehearsing a presentation, keeping a
diary, self-talk
2. Interpersonal – ‘Inter’ means ‘between’. Communication takes place between two
individuals. Different channels: face-to-face, chat, emails, voicemails. To: learn, relate,
influence, help. e.g. consulting a doctor
3. Mass – addressed to extremely large audience through different mediums (radio, TV,
newspaper, magazine). To: entertain, inform, persuade. e.g. news, vlogs

Forms of Communication

1. Verbal – transmission of messages through the use of oral language. e.g. meetings, letters,
reports, emails, memos, interview, counseling
2. Non-verbal – sending of messages utilizing method or means other than spoken language.
a. Visual
o Posture – position and movement of the body.
o Gestures and Body Movements
o Facial Expression – arrangement of facial muscles to express emotions and
reactions to a message.
o Eye Movements
o Proxemics – the way people communicate by their use of space in relation
to other people. (Edward T. Hall)
o Geographic Location
o Time
o Artifacts – refers to things or objects we put on our body, in our homes, or
in our personal possessions.
o Physical Characteristics
b. Auditory
o Silence
o Paralanguage – technical name given to the non-verbal features in speech
such as intonation, pitch, louden, and intensity.
o Tactile – communication through touch.
o Olfactory – refers to smell.
o Gustatory – communication through taste.
Lesson 2: Principles and Ethics of Communication

7C’s of Communication

1. Clear – the recipient should be made aware why they are receiving the
message and what you’re trying to achieve by delivering it. Avoid jargons,
use simple language, use simple structures and focus on the core points of
your message.
2. Correct – both the factual information and the language and grammar you
use are correct to avoid reducing the effectiveness of your
communication.
3. Complete – give the recipient all of the information they need to follow
your line of reasoning and to reach the same conclusion you have.
4. Concrete – you must ensure that you are specific and that the logic and
messages that you’re using fit together, build on each other, and support
each other. Your arguments should be based on solid facts and opinions
from credible sources.
5. Concise – stick to the point and keep your messages short and simple. The
more you say, the more risk there is of confusion.
6. Courteous – be polite and show your audience that you respect them.
7. Coherent – have a logical flow and your style, tone, and language should
be consistent throughout.

Ethics of Communication

Ethics – a system of moral principles. Deals with the value relating to human conduct, with respect
to the rightness and wrongness of actions and to the goodness and badness of motives and ends of
such action.

Moral Principles – rightness and wrongness of actions and the goodness and badness of motives.

Communication Ethics – principles, standards, and guidelines that govern ethical behavior in the
realm of communication.

– promote responsible, honest, respectful, and transparent communication.

– involves considering the potential impact of communication on individuals

and society as a whole.

Key Principles of Communication Ethics

1. Truthfulness and accuracy 5. Responsibility and accountability

2. Respect and dignity 6. Consent and privacy
3. Fairness and impartiality 7. Cultural sensitivity and inclusivity
4. Transparency and disclosure 8. Integrity and professionalism

Expressing Ethics in Communication

1. Adhering to golden and platinum rule.

Golden Rule:
 Platinum Rule: “Treat others the way they wish to be treated.
Difference:
2. Considering the feelings of the receiver. (empathy)
3. Acknowledging the source of idea or information. (giving credits)
4. Speaking truth – a universal rule.