Communication Processes and Principles: Apayao State College

Republic of the Philippines
APAYAO STATE COLLEGE

North Apayao Campus
San Isidro Sur, Luna, Apayao
COMMUNICATION PROCESSES AND PRINCIPLES
Overview/ Introduction
Tracing the history of communication, we would go back to the prehistoric times when the
form of basic sounds and utterances already existed before the different characters for writing were
developed. Although these earliest forms of oral communication were used, it was also evident that
symbols such as cave drawings, cave paintings, and boulder arts, and non-verbal forms of
communication like hand signals and body stances were utilized to relay messages or thoughts.
Communication during the early times was not as fast and sophisticated as communication at
present but the basic principle of making oneself clear when spending a message to a receiver
remains. The receiver should be able to understand the message delivered for him or her to be able to
react or answer appropriately. Be it in verbal or non-verbal form, skills for communication should be
developed for a successful communication flow to happen. This is the reason why we have to
understand the processes and principles involved in communication.
Let us revisit the lessons you have learned in your senior high school years. We do this by
understanding better what communication is.
Learning Objectives:
At the end of the chapter, learners will be able to:
a. Describe the nature and elements of communication;

b. Understand the functions of verbal and non-verbal communication in various multi-
cultural contexts; and
c. Identify the different barriers of communication.
THE COMMUNICATION PROCESS

Viewed against the background of a world in rapid change, no subject has received more
attention in recent years than communication. Communication, as simply defined, is the “art of
transmitting information, ideas and attitudes from one person to another” by the use of symbols such
as words, pictures, figures and graphs.
Language Communication is considered the greatest of all man‟s inventions. As a dynamic
form of social behavior, it is not a static quality inherited human instinct; rather it is a behavior that
changes with the individual, with the group, with the times. It is an integral part of humans living
together with others. Consider the following illustrations:
 At breakfast, father listens to the news and he weather forecast for the day over the radio.
 At a panel discussion, a civic leader speaks on teen-age privileges and restrictions, juvenile
delinquency, drug addiction and other social problems of the youth .
 A housewife avidly reads a Mills and Boon romance in paperback as release from the
drudgery of her chores.
 A college freshman writes a research papers on the Maranaws as an ethnic group.
1|Purpos ive Communica tion

Modified and contextualized by: DUGAY, F.
References : Zoleta et.al.(2018). Purposive Communication. Mindshapers CO.,INC.
Fernando, et. al (1988) College English For Today Book I Revised Edition
Madrunio, M. & Martin, I. (2018) PURPOSIVE COMMUNICATION Using English in
Multilingual Contexts. C&E Publishing, Inc.,
North Apayao Campus
Each of the abovementioned situations illustrates the communication process at work. The
English term Communication has been evolved from Latin language. „Communis and communicare’
are Latin words related to the word communication. Communis is a noun, which means common,
commonality, or sharing. Similarly, communicare is a verb which means „make something common‟-
that is to create in a receiver‟s mind an idea or image similar to the one in the mind of the sender. The
individual in each of the examples cited enters the common, shared world of other human beings by
listening, speaking, reading, and writing. Aside from oral or written language, there are of course
other means of communication like facial expressions, gestures, shrugs, nods, signals, marks on paper,
electric dots and dashes, and smoke signs. The raw materials of language, however, are the sounds
made by the human voice and the written patterns he forms with them.
DEFINITIONS OF COMMUNICATION
 Communication is a process of sharing experiences till it becomes a common possession. It
modifies he disposition of both parties who partakes it.
- John Dewey
 Communication is sharing of ideas and feelings in a mood of mutuality.
- Edgar Dale
 Communication is a means of persuasion to influence other so that the desired effect is
achieved.
-Aristotle
NATURE OF COMMUNICATION
ACCORDING TO MODE
1. Verbal-Non-verbal Communication
 Effective communication calls for the blending of these two types

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2. Visual Communication
The type of communication that uses visuals to convey information and/or messages.
Examples:
 Signs, symbols, imagery, maps, graphs, charts, diagrams, pictograms, photos, drawings or
illustrations, and even various forms of electronic communications.
 Examples of electronic communication symbols/images:

• Emojis, Emoticons, and animation among others to convey the writer‟s emotions or
clarify the intent of the message sender
ACCORDING TO CONTEXT
 Intrapersonal communication- talking to oneself, self/ inner talk, inner monologue, or inner
dialogue.
-Self-verbalization or self-statement -psychologists
If the objective is to achieve something at the end of the conversation, it becomes
transactional(more formal and profound)
Interpersonal talks-for maintaining social relationships
Transactional talks- aim to accomplish or resolve something at the end of the conversation
 Interpersonal Communication
-Communication between, among persons
-is meant to establish or deepen one‟s relationship with others
 Extended communication
-involves the use of electronic media
Before: television, radio
Now: tele, audio, or phone conferencing; video-conferencing; Skype calls; and other
technological means
 Organizational Communication
-focuses on the role of communication in organizational contexts
-a system of communication should be put in place; a set of rules or standards for
communication protocol should be made clear so that the interaction patterns are established
Two types of organizational structure:
 Formal
Allows communication to take place via designated channels of message flow between
positions in the organization. This may make use of 4 approaches:
Downward communication
Upward communication
Horizontal communication
Crosswise communication
 Informal
Comes from unofficial channels of message flow. Also known as „grapevine‟, messages
coming from the different levels of the organization are transmitted
 Intercultural communication
-it is communication between or among people having different linguistic, religious, ethnic,
social, and professional backgrounds.
ACCORDING TO PURPOSE AND STYLE
 Formal communication
- Employs formal language delivered orally of in written form.
 lectures, public talks/speeches, research and project proposals, reports, and business
letters

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Main objectives:
To inform, to entertain, and to persuade
 Informal communication
-does not employ formal language
-involves personal and ordinary conversations with friends, family members, or acquaintances
about anything under the sun.
-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.
Purpose: socialize and enhance relationships.
COMMUNICATION MODELS
 Model- a representation of a real world phenomenon applied to different forms.
Conceptual Models for human communication:
 Aristotle‟s Model
 Laswell‟s Model
 Shannon-Weaver‟s Model
 David Berlo‟s Model
Aristotle’s Communication Model
Speaker Speech Audience
 Speaker variable is important. Without the speaker, there will be no speech to be produced. Depending
on the profile of the audience, the speaker adjusts his/her speech.
Some considerations for the audience demographics are:

Age
sex
Background
Culture
Race
Religion
Gender
Social and economic status
Political orientation/inclination ,etc
 Beliefs, views and attitudes also play important role when talking about audience
consideration since the audience bring these with them when they decode a message in any
given situation.

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Laswell’s Communication Model
Who Says what In which

To whom
With what
channel effect
Communicator Receiver
Message Medium Effect
 In 1948, Harold Dwight Laswell described communication as being focused on the following
W‟s: Who says what in which channel to whom and with what effect.
 The whole process of communication begins with the communicator (who) sending out a
message (what) using a medium (in which channel) for a receiver (to whom) experiencing an
effect (with what effect) afterwards.
 The whole process of communication begins with the communicator (who) sending out a
message (what) using a medium (in which channel) for a receiver (to whom) experiencing an
effect (with what effect) afterwards.
Shannon-Weaver’s Communication Model
 Claude Elwood Shannon and Warren Weaver‟s model of communication was introduced in
1949, a year after Laswell‟s, for Bell Laboratories.
 Originally, it was conceptualized for the functioning of the radio and television serving as a
model for technical communication and later on, adopted in the field of communication.
 In this model, other components such as noise, reception, destination, and feedback have been
identified. Other terms such as information source for the sender, transmitter for the encoder,
decoder (reception), and receiver (destination) were introduced.

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Berlo’s Communication Model
 David‟s Berlo‟s model conceptualized in 1960 is probably the most well-known among the
communication models. Initially, Berlo‟s model was called SMCR which stands for sender of
the message, sent through a channel or medium to a receiver. However, it was modified later
on to include noise, hence the acronym SMCR.
 The major variables involved in the communication process are (1)source, (2) message,
(3)channel, and (4) receiver.
 The source being the originator of the message acts as the encoder. As such, the encoder
should practice communication skills such as listening, speaking, reading, and writing.
 His/her attitude towards the audience or the subject as well as his/her knowledge about this
topic on hand likewise counts along with the social system that she is in which includes
values, beliefs and practices, and culture.
 The second variable which is the message includes :
content;
elements such as the language used and gestures employed;
treatment or the manner by which the message is transmitted;
structure which refers to the arrangement of parts or flow of the message.
 The code shows how the message is sent: hat is, the language (verbal code) used and the
accompanying gestures (non-verbal code) employed.
There should be no mismatch between the verbal and non-verbal codes
 The third variable which is channel refers to the different senses: seeing, hearing,
smelling, tasting, and touching.
 The fourth variable is receiver, the one who decodes the message.
The components of this last variable are similar to those of the first since for
communication to be effective, both the source and the receiver should have good
communication skills.

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FACTORS INVOLVED IN COMMUNICATION
1. CONTENT. Identify the content to be covered
- Are you going to give instructions?
- Surprise somebody with good news?
- Plan to share ideas?
- Evaluate something?
2. COMMUNICATION CLIMATE. Know the communication climate
- It is also important to know the communication climate before delivering a message to
someone because it also affect the flow of communication.
Positive Communication Climate - easy expression of thoughts or feelings, solve problems, &
come up with good decisions
Negative Communication Climate – there is tension or uneasiness of expressing one‟s thought
as well as solving a problem
3. TUNING IN. Learn how to tune in to the other person

• Tuning in means finding out how the other person processes and stores the
information he/she receives
• How a person interpret/understand a particular message given to them
Three (3) Sensory Process
1. VISUAL – retain a good picture of message in the mind
- describing/remembering things by the way they look like
2. AUDITORY – learning through listening
- storing sounds
3. KINESTHETICS – storing information through tactile or kinesthetic (body
movement)
4. NON-VERBALS – refers to the delivering of message without the use of words

- body language (facial expressions, gestures, stances, symbols (clothing, hairstyles, tattoo)
and etc.
- proxemics
- paralanguage
- presuppositions
- cultural and environmental conditions

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North Apayao Campus
 Receiver/ Decoder
ELEMENTS OF COMMUNICATION
1. LEXICAL COMPONENT (VERBAL)
a. Words
- unique meaningful component of speech
- it can be used alone or with others to form a sentence
Ex. Woman
Animals
Plants
Fying
Collect
b. Parts of Words
- denote a single letter, a prefix, or a suffix added to words.
Ex. Single Letter
cat to cats
Cat without s means it is singular (Only 1)
Cat with s means it is plural (2 or more)
 Inflection of ‘s’ added to a word to determine a word if it is plural

or singular
dance to danced
Dance without d is in present tense

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Dance with d is in past tense
 Inflection of ‘d’ added to a word identifies the tense of a word/verb if it is in
present or past tense
Prefix ‘ anti-, bi-, hyper-, il-, micro-, re-, neo-, inter-, semi-‘
- a letter added at the beginning of a word
Ex. polar to bipolar
 The word polar differs from the word bipolar, by adding ‘bi-‘ at the beginning or
before the root word, it changes the meaning of the original word.
Suffix ‘ –er, -or, - ance, - ence, -ee, -ess, ian, -ist, -ive, ly
- a letter added at the end of a word
Ex. direct to director
- ‘-or’ is the suffix added to the word direct
- The word direct differs from the word director, by adding „-or’ at the end of the
root word, it changes the meaning of the original word .
c. Phrasal Verbs
- are verbs followed by a preposition or an adverb
Ex. point out (to direct attention to something)
V Prep (The teacher pointed out the most important topic in their
lesson.)
d. Collocations
- are a pair or group of words that are habitually used together that they sound correct
together.
Ex. major problem (a big problem)
His absences in all his classes created a major problem to his teachers.
e. Idioms
- are combination of words whose collective meaning is not predictable from those of
the individual words. Meanings created are usually understood by a native speaker of
the language
Ex. once in a blue moon (very seldom/ rare)
The University of Cagayan Valley‟s Foundation Day is celebrated once in a blue
moon.
- In the sentence, the idiom once in a blue moon means the celebration of UCV‟s
Foundation Day only happens once in a year, or seldom. It does not mean that the
there is a blue moon.
Ex. barking up the wrong tree (pointing fingers at the wrong person/ blaming an
innocent person)
- Gian became one of the witnesses of the murdering of Cruz family. He was pointing
his accusation against the security guard but the police officers found out that Gian
was barking up the wrong tree.
10 | P u r p o s i v e C o m m u n i c a t i o n
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- In the sentence, the idiom barking up the wrong tree means Gian is blaming
someone who is innocent or he is accusing someone who did not really do the
murdering. It does not mean that Gian has barked up a wrong tree because Gian is a
man and not a dog to bark.
 Idioms are not defined according to how it is spelled, but how it is used in a
sentence. The way you interpret it should not be the same from the given words.
f. Sentence Frames
- are group of words that provide a structure or a skeleton for a complete sentence.
- Acknowledging ideas, Predicting, Paraphrasing, Holding the floor, Individual
reporting are collaborative discussions that uses sentence frames
- In constructing a sentence, or starting a conversation, the use of sentence frames or
sentence starters help you to respond in the form of a complete sentence in order to
communicate effectively with people
Ex. Acknowledging ideas
- My idea is similar to/related to __________idea.
- I agree with the idea of __________.
 Here, the beginning of the sentence in acknowledging an idea is a form of a sentence
frame.
2. NON-LEXICAL COMPONENT (NON-VERBAL)

a. Body Language
- a kind of non-lexical communication where ideas or messages are expressed
using your body
- gestures, facial expressions, eye contact, and body stance
Gestures - hand or head movements that indicate a particular meaning
Ex. ‘okay sign’ means everything is fine (hand movement)

nod is an expression of approval by tilting the head up and
down
Facial Expressions – executed using the facial muscles

- used to show emotions such as anger, contempt, surprise and etc.
4 Techniques in Managing Facial Expressions

1. Intensify – used when you want to show strong emotions
- showing exaggerated facial muscles
Ex. A real estate agent closing a deal might smile broadly with raised eyebrows.
She intensifies her facial expression to show her strong emotion – happiness.
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2. De-Intensify – used when you want to control your feelings because someone might
get hurt or you don‟t want people to notice how you really feel
Ex. An employee who was promoted might smile less or look less happy if he
finds out that his colleague was demoted. He is de-intensifying his feelings.
3. Neutralize – used when you don‟t want to show any feelings while talking to
somebody
Ex. An employee is being reprimanded because the project did not turn out well.
This employee might neutralize his expression by not showing any facial expression
at all.
4. Mask- used when we want to convince somebody to do something for us; or when
we wanted to ask favor from that person; or when we do not want to hurt the feelings
of that person
Ex. A sales person is negotiating a sponsorship for an event. He might looked
absorbed and very keen while listening to the person he is talking with, but deep
inside, he is not interested in the product
Eye Contact – looking directly at your audience‟s eyes

 Making eye contact with a person who is speaking infront or when talking at you
shows you are interested listening
 Lack of eye contact means you are not comfortable with your audience or not sincere
Note: Meanings displayed by the use of an eye contact to some other cultures may be different to your
own interpretation. So, you must study culture differences in terms of the use of eye contact to avoid
misinterpretation.
Body Stance – how you sit or stand in front of a person can relay information about your
personality traits
Ex. Standing with hands on hips may mean that the person is ready or aggressive
Standing with arms across the chest may mean that the person is being defensive
Standing with hands clasped behind the head and legs may mean confidence and
superiority
Looking down with face turned away may mean disbelief
b. Proxemics – is coined by Edward T. Hall in 1950s-1960s.

- refers to the study of people‟s use of space as a special elaboration of culture
- the nearness or closeness of a person to his audience
4 Proxemic Zones /Spaces according to Hall (1966)

1. Intimate Space (0-1.5 ft)
- very close space creating an intimate relationship
- married couples belong to this space because they freely hug, kiss, embrace, and
touch one another
2. Personal Space (1.5 – 4 ft)
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- In this space, your communication is within the people you are related only or the
people whom you have personal relationship like communicating with your
family, friends, or relatives
3. Social Space (4- 12 ft)

- This space in communication is done if you are communicating with people
through business transactions, talking to a stranger, or when you are meeting new
people
4. Public Space (12-25 or infinity)

- This space in communication happens when there is a speaker and an audience in
a public setting like when President Duterte delivers his SONA
c. Paralanguage – a kind of non-lexical that you normally use every day, conscious and
unconsciously
3 Groups of Paralanguage
1. Vocal Characterizers – vocal aspect of yawning, whispering, snoring,
yelling, laughing, smiling, crying, moaning, groaning, sucking, sneezing,
sighing, and hiccups
Ex. Yawning of your audience may mean they are bored or
uninterested
Whispering of an audience to another audience while you are talking
may mean he/she gives a negative comment about the speaker
2. Vocal Qualifiers – tone, tempo, rhythm, pitch, volume, intensity, and extent
- loudness or softness of the voice may relay information
Ex. Speaking fast in a high pitch may mean being defensive or lying
Speaking in a sing-song beat may mean being nervous
3. Vocal Segregates – sounds like ‘uh-huh’, ‘mmmm’, ‘uh’ and even silent
pauses
Ex. pssssssssst is a sound uttered when you wanted to call
someone‟s attention
d. Presuppositions – assumption, or something you believe is implied in an utterance

- Assumptions happen even without confirmation
- It is also a linguistic shorthand (use to shorten or lessen the words you say)
Ex. If I were a man, then I will be a hunk
Presupposition: The person is a woman
e. Cultural and Environmental Conditions

- Culture refers to the beliefs, customs, arts, traditions, way of living, and etc. of a
particular society, group, place or time
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- Environmental conditions refer to the strength of the influence of various
factors in a particular place or time. Environment may communicate non-verbal
messages to a person, and how this person interprets the messages may affect how
he would act
Note: We all have different cultures, and our differences may affect our flow of
communication if we do not know each other‟s culture. So, it is important to
study the culture of the other people whom we wanted to communicate with in
order for us to adapt/adjust into their situations and to avoid culture shocks.
BARRIERS TO EFFECTIVE COMMUNICATION

1. The use of jargons
- Using technical words that your audience will have a hard time understanding won‟t
make you an effective communicator. Jargons or unfamiliar words can only be to your
advantage if you will use it to the proper audience.
- Technical words or unfamiliar words that only people of the same trade understands the
same jargon.
2. Emotional factors
- Includes not being comfortable in talking about certain topics like politics, religion,
sexuality, and sex or disabilities
- It is important to control emotions during communication so it won‟t affect your
communication process
3. Entertaining distractions
- These comes in natural way and it is not considered distractions but a natural
phenomenon.
4. Differences in perspectives
- Having different point of view towards a particular topic.
5. Physical disabilities such as hearing problems or speech difficulties

- Accepting the physical disability of a person
- Some who suffers with hearing and speech problems may not receive our message
effectively
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PHYSICAL BARRIERS TO NON-VERBAL COMMUNICATION
1. Language Differences
- Before you send a message, make sure you know that you are speaking the same language
as your receiver. Besides difference in language, unfamiliar accents could also post
difficulty in understanding the message.
- our differences in language and of interpretations of different words because of our
language/dialect may also affect our communication
2. Expectations and prejudices

- Control prejudices because it leads to wrong assumptions or stereotyping.
3. Cultural Differences
- Each culture has unique interpretations to the way of living of a particular group of
people.
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Name of Student: ____________________________________Year/Section: _______________
Subject: ___________________________________________ Instructor: _________________
COMMUNICATION ETHICS
Overview/Introduction
You have learned how important it is to consider all elements involved in the process of
communication. In this section, you will deal with the importance of communication ethics in your
future field practice. As communication is critical to the success of any organization, it is important
that you, as a member of that group, should learn how to play your part correctly to ensure the success
of the organization.
Communication in an organization includes all forms of communication from your informal
conversations with the security guard to your formal meetings with your boss. No matter who you are
communicating with, it is important that you clearly get your message across using proper ethics.
Learning Outcomes
1. Comprehend the ethics involved in communicating with another person and with a group of
people.
2. Appreciate the significance of communication ethics in communicating across culture.
3. Apply the learned communication ethics in simulated exercises presented.
Learning Objectives
At the end of the chapter, the learners will be able to:
a. Comprehend the ethics involved in communicating with another person and with a group of
people;
b. Appreciate the significance of communication ethics in communicating across culture; and
c. Apply the learned communication ethics in simulated exercises presented.
Learning Activities
 Ethics, defined philosophically, would mean the right behavior that a person
demonstrates in a given situation.
 In the workplace environment, ethics would mean refer to proper decorum and corporate
social responsibility. This decorum and social responsibility is not limited to how they
behave when they interact with people but also includes how they communicate with others.
 Communication ethics would refer to how a person’s values influence the conduct of his
interaction with another person or group of people.
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Important things to consider in having Communication ethics:
1. Maintaining patience in weighing speaking and listening during interaction.
2. Evaluating how much criticism or praise to give a person.
3. Applying appropriate emotional appeal.
Note: When communication is used to undermine a person or cause social immorality, you are
committing an unethical communication. Committing unethical communication in the workplace
would be detrimental not only to your career goals but also to your personal life.
Example: Just because you are mad at someone, you are telling fabricated story about this person who
is your co-worker that he/she is having an affair with your boss. This is detrimental as you are telling
gossips against persons who are not really involved in a situation without any pieces of evidence. In
this case, you lack communicate ethics.
 Collating common principles and fundamentals of communication ethics from different
fields, here is a list you may use as a guide:
1. Convey your point without hurting the feelings of the audience.

2. Meet the audience half way.
3. Do not conceal critical information.
4. Adhere to the ethical rules of the company or organization.
5. Maintain integrity by always being honest and accurate with delivering facts.
6. Be responsible with your thoughts. Not all thoughts ought to be spoken.
7. Participate in the decision-making of any organization or company.
8. Widen your understanding of the different cultural backgrounds of people around you.
9. Believe in freedom of expression and use it rightly.
10. Show respect to the one speaking.
11. Do not allow your bias and prejudice influence how you see and hear people.
12. Learn how to persuade and not coerce.
13. Express your personal convictions to pursue justice.
14. Share your opinions and feelings without disrespecting the privacy and confidentiality of others.
15. Learn to accept responsibility for the effects of communication behavior.
16. Do not speak for others. Speak for yourself.‟
17. Avoid always pushing your point.
19. Listen. Listen. Listen
A code of ethics is important for any organization. Without it, confusion, misunderstandings, and conflicts arise
within the structure since there are no standards to be observed.

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Republic of the Philippines

APAYAO STATE COLLEGE

At the end of the chapter, learners will be able to:

a. Describe the nature and elements of communication;

THE COMMUNICATION PROCESS

1|Purpos ive Communica tion

 Effective communication calls for the blending of these two types

2|Purpos ive Communica tion

 Examples of electronic communication symbols/images:

3|Purpos ive Communica tion

Speaker Speech Audience

Some considerations for the audience demographics are:

4|Purpos ive Communica tion

Who Says what In which

Shannon-Weaver’s Communication Model

5|Purpos ive Communica tion

6|Purpos ive Communica tion

3. TUNING IN. Learn how to tune in to the other person

4. NON-VERBALS – refers to the delivering of message without the use of words

7|Purpos ive Communica tion

8|Purpos ive Communica tion

Cat with s means it is plural (2 or more)

 Inflection of ‘s’ added to a word to determine a word if it is plural

9|Purpos ive Communica tion

2. NON-LEXICAL COMPONENT (NON-VERBAL)

Gestures - hand or head movements that indicate a particular meaning

Ex. ‘okay sign’ means everything is fine (hand movement)

Facial Expressions – executed using the facial muscles

4 Techniques in Managing Facial Expressions

Eye Contact – looking directly at your audience‟s eyes

b. Proxemics – is coined by Edward T. Hall in 1950s-1960s.

4 Proxemic Zones /Spaces according to Hall (1966)

2. Personal Space (1.5 – 4 ft)

3. Social Space (4- 12 ft)

4. Public Space (12-25 or infinity)

d. Presuppositions – assumption, or something you believe is implied in an utterance

e. Cultural and Environmental Conditions

BARRIERS TO EFFECTIVE COMMUNICATION

5. Physical disabilities such as hearing problems or speech difficulties

2. Expectations and prejudices

1. Convey your point without hurting the feelings of the audience.

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