Communication processes,

principles, and ethics

COMMUNICATION, IMPORTANCE, AND
PROCESS
What is Communication?

Latin word,
“communicare”
To share or to make
familiar
VERBAL AND NON-VERBAL

It is the exchange of thoughts, messages or

TWO WAY PROCESS information, by speech, writing, signals, or
behavior between a sender and a receiver.
COMMUNICATION, IMPORTANCE, AND
PROCESS
Communication means a process of passing information
Theo Haiman
and understanding from one person to another.”

SENDER To deliver the message

effectively
RECEIVER Interpret the message correctly

Communication is not merely transmitting the message to another;

instead, it involves correct interpretation and the same understanding
of the message between the sender and receiver, resulting in successful
communication.
PURPOSIVE COMMUNICATION

It is an intentional
communication that happens
within bounds of specific
contexts.
 CONTEXTS

SETTINGS OR SOCIAL
ENVIRONME RELATION
NT S
SCENES WHICH
INCLUDE TIME,
PLACE, AND
OCCASION
CULTURE
 How does communication happens?

● Communication is the process of transmitting information and common

understanding from one person to another (Lunenburg, 2010).

EFFECTIVE
COMMUNICATION UNDERSTANDING

This action consists of the process from the sender going

to the receiver.
 COMMUNICATION AS A PROCESS

 It is a process whereby people create and transmit

meaning through the exchange of verbal and
nonverbal messages in a particular context.

 It is something CONTINUOUS.

Communication may
not have a definite end
 SEND NOISE RECEIVE
MESSAGE MESSAGE

ENCODING DECODING
SIGNAL

CHANNE
RECEIVE L SEND
MESSAGE FEEDBACK
MESSAGE

SENDER SHANNON-WEAVER MODEL OF RECEIVE

COMMUNICATION R
INFORMATION SOURCE DESTINATION
FOUNDERS OF SHANNON-WEAVER MODEL OF
COMMUNICATION

CLAUDE SHANNON WARREN WEAVER

 SHANNON-WEAVER MODEL OF COMMUNICATION

● It is a linear model of communication that provides a framework on

how messages are sent and received.
● It is best known for its ability to explain how messages can be mixed
up and misinterpreted in the process of sending and receiving the
message.
SEVEN KEY COMPONENTS
 SPEAKER
 ENCODING  DECODING
 CHANNEL  RECEIVER
 NOISE  FEEDBACK
COMPONENT 1: SENDER

● Starter or the source of the idea, and it is also called as information

source of communicator.
● Individual, group, or organization
● Initially responsible for the success of communication.

● The source will begin the process by choosing the message to send,
the receiver of the message, and the channel to use in delivering the
message.
● The sender’s credibility is necessary since people will be more likely
to accept or reject the message depending on the sender’s credibility.
 COMPONENT 2: ENCODING

● Transmitter which encodes the message into signals

● Process of selecting words and transforming ideas into communicable
message

● For the message to be received, the information source must first encode it in a
form that the receiver can understand and then transmit.
COMPONENT 3: CHANNEL

● Channel or medium refers to the means used to deliver the message, and it can
either be oral or written.
● According to Drew (2019), the communication channel is the infrastructure that
gets information from the sender and transmitter going to the decoder and
receiver

● The choice of channel to use depends on the availability, practicality, and

impact on the receiver.
● If the communication happens face-to-face, the channel used is the sound waves
from our voice that carry the sound from the sender’s mouth to the receiver’s ear.
 COMPONENT 4: NOISE

● It refers to any interference that disrupts communication. It hinders the receiver from
getting the message from the sender or vice versa.

○ Internal noise is the distraction inside the brain; therefore, it is not visible.
Internal noise occurs when a person is trying to speak then suddenly loses sight
of what to say.
○ External noise is any distractions out a person’s body and is visible. External
noise is hard and impossible to control since it is everywhere, and it causes
distraction to the act of communication.
COMPONENT 5: DECODING

● It refers to a receptor in which it decodes or reconstructs the message from the

signal.
● The process of translating the message is called decoding, and the receiver does
this.

● In this process, the receiver must first receive the message from the sender and
then decode or interpret it; in this way, the receiver could comprehend the
information given.
 COMPONENT 6: RECEIVER

● The receiver could be an individual, group, or organization to whom the message

is intended, and they are also called interpreters.
● The receiver of the message must be a good listener and should have good
comprehension skills.

● The attitudes, experiences, skills, perceptions, knowledge, and culture of the

receiver can affect the interpretation of the message.
● The sender and the receiver should be objective in delivering and interpreting
the content and avoid biases.
COMPONENT 7: FEEDBACK
● Norbert Weiner decided to incorporate feedback on the communication process
model so as for the sender to know if the receiver received the message.
● Feedback happens when the receiver responds to the message received from the
sender.
○ There are three forms of feedback – reply (if written or printed), response (if
oral or face to face), and reaction (if gestures).

● Feedback can either be positive or negative depending on the kind of message

relayed and how it is communicated and interpreted.
● It is essential to know the feedback of the receiver or audience so that the sender
of the message can make necessary clarifications on the message.
 EXAMPLE

Ms. Yu Ri is the instructor for the Purposive Communication

class, and she will discuss the lesson with her BSCE students.

The discussion will be via Zoom Meeting using her laptop and

internet connection.
SENDER ENCODING CHANNEL DECODING RECEIVER

NOISE

FEEDBAC
K

WORD BOX:
Feedback Encoding Noise Decoding
Receiver Channel Sender
BASIC Principles of
Communication
 WHAT ARE THE PRINCIPLES OF
COMMUNICATION?

● When there is no mistake in interpretation, and the sender gets the correct
feedback, communication can be termed effective.
● Communicators should follow the principles to have effective communication,
and these principles are applicable in both oral and written communication.
● These principles of effective communication are also known as the 7 Cs of
effective communication.
 1. COURTESY/CONSIDERATION

● Courtesy means being aware of other’s feelings, and another term

for courtesy is politeness.
● In communication, people must choose polite words and tones as it
is another way of showing respect to the receiver of the message.
Courtesy in communication stems from the “you-attitude,” which
means putting your receiver’s need first.
○ In doing this principle, senders should be considerate. This is the
reason why courtesy and consideration are intertwined.
 1. COURTESY/CONSIDERATION

● Consideration takes place in communication by knowing the viewpoints of the

audience, their background, education level, mindset, etc.
○ In this case, the sender should place himself in the shoes of the receiver.
● The sender should also be sensitive and sincere, use respectful and non-
discriminatory expressions, and show optimism towards the receiver. In this
way, the communication will be effective.
2.CLARITY
● Clarity implies in two forms:
○ First, the purpose of the message must be clear to the sender and the receiver.
○ Second, clarity involves using appropriate language, grammar, pronunciation,
sentence construction, and delivery.
■ It is essential to use simple language and familiar words, which are often
used in conversation. In this way, the sender and the receiver will understand
one another.
● In communicating with others, avoid stating too many points in one message to avoid
confusion.
● Complete clarity of thoughts and ideas will enhance the essence of the message and will
make it more understandable.
3. CORRECTNESS

● All information should be authentic.

● In this principle, the sender should also have comprehensive
knowledge about the receiver of the message.
○ Information such as level of expertise, background, and status of
the decoder help the encoder in formulating the message.
● It also includes the correct grammar, spelling, pronunciation, and the
correct information about the receiver of the message.
4. CONCRETENESS

● Concreteness in communication means being particular, definite,

and vivid rather than vague and broad.
● In everyday communication, people should use denotative rather
than connotative words.
● The sender should be specific with the topic and terms as well as the
language.
● The sender should support the message with facts, figures, and
words that are clear.
 5. CREDIBILITY

● The credibility of the sender is vital in communication or delivering

information to the audience. The receivers may easily believe with
message if the sender is indeed credible.
● People cannot establish its’ credibility with just one statement; it is a
long process. There should be constant communication with the
receiver, and the sender should be honest and truthful with the
statement.
 6. COMPLETENESS/CONSISTENCY
● The message is considered complete if it contains all the facts and details that
receivers should receive.
● People differ in terms of mental filters.
○ The interpretation of the message can be influenced by the background,
viewpoints, needs, attitudes, emotions, experiences, and culture that the
receiver has.
● Since the sender and the receiver differs with mental filters, they may have
different interpretation with the message.
● The sender needs to compose the message through the receiver's perspective to
ensure that all the necessary facts and information are included.
 6. COMPLETENESS/CONSISTENCY

● In order to deliver a complete message, communicators should follow the following

guidelines:
○ Provide all the necessary information
○ Answer all the questions asked
○ Give something extra when desirable
● Consistency in communication is applicable in terms of the approaches that we are
using.
● Being inconsistent could lead to confusion on the part of the receiver.
● If the sender wants to change his standpoint, he may do it gradually and explain it
well to the receiver to avoid confusion.
 7. CONCISENESS

● In order to achieve conciseness, we may follow the suggestions below:

○ Avoid unnecessary repetition
■ Repetition is one way to emphasize essential points in a statement, but
unnecessary repetition makes the message dull.
● Use a shorter name after you have mentioned the longer one once.
● Use pronouns or initials rather than repeat long names.
● Combine two or more sentences by using subordinate clauses or
phrases.
 7Cs of Communication
Cs Relevance
• Courtesy and Consideration Improves relationships
• Clarity Make comprehension better
• Credibility Builds trust
• Correctness Builds confidence
• Completeness and Consistency Introduces stability
• Concreteness Reinforces confidence
• Conciseness Saves time
Ethics in Communication
 ETHICS IN
COMMUNICATION
● The term ethics comes from the Greek word Ethos, which means custom, habit,
character or outlook.
● People from different cultures vary in their moral philosophies, but people in
general expect to be treated with dignity, fairness, respect or with basic courtesy in
their communication encounters.
● Regardless of an individual’s moral principle, ethics in communication can take a
universal approach, which can be displayed in several ways.
 Ethics in Communication
1.ADHERING THE GOLDEN RULE OR THE PLATINUM RULE
• GOLDEN RULE: Always treat others in the same way you want to be treated
• PLATINUM RULE: Treating the others the way they wish to be treated

Tips for practicing the platinum rule

1. Determine how best the recipient will understand the communication; ask how
the recipient likes to receive information, observe and try different methods.
2. Check for understanding.
3. Flex your style to meet other’s needs.
 Ethics in Communication
2. CONSIDERING THE FEELINGS OF RECEIVER
• Humans are not only cognitive but also emotional beings
• Tact and diplomacy

3. ACKNOWLEDGING THE SOURCE OF IDEA AND INFORMATION

• It is unethical and unlawful for someone to convey other people’s intellectual
property without recognizing the author’s names or organizations.

4. SPEAKING THE TRUTH

• Universal Rule
Thank you for listening!