COMMUNICATION PRINCIPLES AND ETHICS

COMMUNICATION - is a process of sending and receiving message through verbal and

nonverbal

FORMS OF COMMUNICATION

VERBAL COMMUNICATION
NON VERBAL COMMUNICATION

VERBAL COMMUNICATION- which includes the use of language, sounds, and tone of voice

NON VERBAL COMMUNICATION - which includes body language and facial expressions

WRITTEN COMMUNICATION
- such as through journals, emails, blogs, and text messages

VISUAL COMMUNICATION - which involves signs, symbols, pictures, graphics, and emojis

TYPES OF COMMUNICATION
1. verbal communication
2. nonverbal communication
3. written communication
4. visual communication

Effective communication - dependent on how rich those ideas are, and how much of those
ideas are retained in the process. In order to be an effective communicator, a number of skills
have to be utilized.

- Which skill one chooses greatly varies and is dictated by the situation, the content or the
actual information a person needs or wants to convey, and the intended recipient of that
information

AUDIENCE ANALYSIS

- A key element in effective communication is audience analysis. “Audience” here does

not only refer to the people listening to you in a public speech. Rather, it refers to anyone
who is expected to receive the message you are sending

COMMUNICATION BARRIERS

● PHYSIOLOGICAL ISSUES
● CULTURAL DIFFERENCE
 ● LEVELS OF EXPECTATIONS AND EXPERIENCES
● COMMUNICATION STYLES

PRINCIPLES OF EFFECTIVE COMMUNICATION

CLARITY
- This pertains to both the message and the purpose why the message has to be sent.
The message should be clear by using appropriate language and communication
channels, but equally important is that the reason for sending and receiving the message
must be understood by both sender and receiver.
CONCISENESS

- The message should be as brief as may be required depending on one’s purpose,

especially in most modern contexts in the business and academic fields where time is of
the essence. It should be devoid of trivial details that would hinder communication.

COMPLETENESS
- Despite its conciseness, the message should still be complete and accurate. Whenever
necessary, background information should be given to provide better context; facts and
observations may also be helpful.

ORGANIZATION
- Effective communication is usually planned in order to ensure the systematic flow of
ideas and transition from one point to another. There are instances, however, when
communication is impromptu, but this should not be an excuse for an organized
presentation of ideas.

EMPATHY

- The sender of the message should be sensitive to the needs and interests of the
receiver. In case of face-to-face communication, the speaker must always be
conscious of the reaction of the listener and adjust his/her communication
strategy accordingly.

FLEXIBILITY

-Different people have different communication styles, and consequently, different

expectations. Effective communicators know how to adapt to the varying needs and
expectations of their audience, and modify the message or the way the message is sent
to avoid misunderstanding or misinterpretation
COMMUNICATION AND GLOBALIZATION

- Communication in the modern world must be anchored on the concept of diversity, since
effective communication and the ability to understand cultural differences are skills that
 have become requisites not only for a meaningful social life but also for a successful
professional career.
- digital technology has erased territorial boundaries among countries and among people
with varying cultures. The notion of being a ‘stranger’ has been revolutionized as the
people whom we used to treat as strangers are now our co-workers, classmates or
friends – albeit some only in social media

ETHICS IN COMMUNICATION

ethics - or moral philosophy can be provisionally described as the empirical study of

moral decisions. It is a discipline concerned with what is morally good and evil, right and
wrong. The word often refers to any scheme or philosophy of universal ideals or beliefs.

- The concept is derived from the Greek

- word “ethos” which may mean tradition, habit, character, or attitude. This is not only
about the nature of specific courses of action, but it is also about the goodness of people
and what it means to lead a decent life.

COMMUNICATION ETHICS

- is how a person uses language, media, journalism, and creates relationships that are
guided by an individual's moral and values. These ethics consider being aware of the
consequences of behavior and consequences; it's to “respect other points of view and
tolerate disagreement”
- Effective communication is ethical communication. Communication is ethical only when it
is genuine, open, cooperative and sensitive to one’s cultural and social beliefs and
practices. If there is an intent to conceal the truth, or bring damage to any organization,
group or individual person, communication is considered unethical.

- Even in situations when there is no intent to harm, but damage to a certain group is
inevitable because of the message or the channel used to relay the message, it is still
considered unethical

- 1. BE TRUTHFUL AND HONEST

- Being honest means communicating what is known to be true (only 100 percent the
facts) to a listener, with no intent to deceive or present only parts of the truth. It also
means being as objective as possible, that is, not tailoring the story based on what the
speaker wants the listener to believe

2. ACTIVE LISTENING

- Hearing someone and listening to them are two different things. In order for ethical
communication to be effective, it is necessary for the recipient to pro-actively listen to the
 speaker, and to not just hear what they want to hear, or to hear only parts of the
conversation.

3. SPEAK NON-JUDGMENTALLY

- Ethically and concisely communicating means speaking in a non-judgmental manner

with every recipient, negating unnecessary conflict, which typically creates a breakdown
in communication and causes misunderstandings.

4. SPEAK FROM YOUR OWN EXPERIENCE

- Bringing your personal experience into a dialogue with business listeners is important,
providing backup for your arguments with something more tangible.

5. CONSIDER THE RECEIVER’S PREFERRED COMMUNICATION CHANNEL

- You risk losing an audience if you use a communication channel that is not preferred by
your intended receiver. To effectively communicate with your listeners, use the most
preferred communication channel, whether that be face-to-face, email, conference call,
phone call, messenger app, etc.

6. STRIVE TO UNDERSTAND

- While it is important to be proactive in listening, it is important for listeners to also strive

to fully understand what is being said before responding. While asking for clarification or
confirmation of a point is fine, many times questions that listeners pose have already
been answered.

7. AVOID A NEGATIVE TONE

- Ethically communicating assumes the speaker will avoid rudeness, be polite and
professional, and have tact. The ethical communicator knows that it’s not only important
what you say, but how you say it. Tone is one of the most critical facets of
communication.

8. DO NOT INTERRUPT OTHERS

- Allowing others to speak is important for the creation of a civil, effective working
environment. Interrupting others results in misunderstandings and unnecessary
conflicts and a breakdown in workplace communications, which only hinders
corporate progress and creates problems

9. RESPECT PRIVACY AND CONFIDENTIALITY

 - Most businesses should include a clause in their code of ethics defining what is
appropriate when it comes to honoring client and employee confidentiality and privacy.

10. ACCEPT RESPONSIBILITY

- As noted before, a core tenant within any ethical communication framework is

taking responsibility for the actions that result from one’s words, whether it be
good or bad.

COMMUNICATION STYLE
- refers to the choices people make and the strategies or tools they use in the process of
communication.

- A style may sometimes depend on the demands of the communicative situation, as well
as on the needs and requirements of the target recipients of the information.

TWO DIMENSION COMMUNICATION STYLE

Assertive Communication Level

- tend to tell or instruct others what to do and sometimes even how to do it, while
the less assertive styles usually tend to be on the receiving end, often asking for
guidance, instructions or directions.

Expressive Communication Level

- usually show their real feelings and emotions through facial expressions, tone of voice,
or language use. The less expressive ones tend to either hide their feelings or exert
some effort for these feelings not to show.

Four Different Communication Styles

Spirited Communication Style

- love to flesh out ideas, brainstorm, and talk about the big picture – as long as they get to
do a lot of the talking! Spirited people can have a hard time nailing down the details in
their wonderful ideas. They may also have a hard time sticking to an agenda or to one
topic.

- Respect decisions and agenda that have been agreed upon, as well as time limits during
meetings or any communicative situation.
 - Try to limit your sharing of personal anecdotes that may take the discussion off-topic.

- Make sure you are allowing others to contribute their ideas and suggestions – and that
you are genuinely listening to them

- Be certain that any request you make is clear and that you convey the reason for such
request.

- Communicate your appreciation for others’ work and input

Considerate Communication Style

- consists of being positive, caring, understanding, and firm with students. For example, if
a student is struggling to follow a certain classroom rule, you might be tempted to yell at
them or say, 'No, that's not how you line up to leave.

- Recognize that other people’s opinions about a topic are separate from their opinions
about you.

- Realize that not everyone is comfortable discussing personal topics with colleagues.

- Allow others to open personal matters before asking questions of that nature

- Respect your own opinion as you respect that of others’.

- Recognize that you don’t have to be friends with everyone , but you should treat others –
and be treated – professionally.

Direct Communication Style

- is clear, concise, and unfiltered. There is no hidden message and no subtlety. People
with a direct communication style prefer clear and actionable information without any
“fluff”. They want to get to the point quickly and want others to do the same.

- Make an effort to listen carefully to others. Avoid interrupting.

 - Allow time for ‘chatting’ at the beginning of a meeting.

- Recognize that others may also feel the need to express themselves.

- Recognize that brainstorming can be effective and is not a waste of time.

- Take some time to show your appreciation for others’ contributions

Systematic Communication Style

- are typically thorough, precise, and accurate. They are conscientious, orderly, objective,
and diplomatic. They focus on facts, and do not put much stock in opinions or emotions.

- Recognize that for good working relationships, consideration for others’ feelings is
important.

- Learn to ask qualifying questions that will help you get the information you need.

- Make sure you understand the background of the discussion or scope of the
conversation so no time is wasted.

- Politely ask other questions about themselves if you want to build rapport.

- If you need to ask for more time to know, analyze or discuss something, explain the
benefit of the information you need to know

VARIETIES AND REGISTERS OF SPOKEN AND WRITTEN LANGUAGE

Language Varieties

- Also called “lects”, these refer to the different variants of a language that can be
sufficiently delimited from one another in terms of social, historical, or geo-spatial factors,
thus forming language clusters

Pidgin

- It refers to a new language that develops into situations where speakers of different
languages need to communicate but do not share a common language. Examples are
Chavacano in the Philippines and Bislama, a language spoken in Vanuatu
Creole

- It is a pidgin that becomes the first language of the children, or the mother tongue of a
certain community. Examples are the Gullah and the Patwa, is a creole in Jamaica.

Regional Dialect

- It is not a language that is not distinct from a national language, but rather a variety of a
language spoken in a particular area of a country. Examples are as Cebuano, Waray,
Ilocano, and Hiligaynon in the Philippines.

Minority Dialect

- This is a variety used as a marker of identity, usually alongside a standard variety, by the
members of a particular minority ethnic group. Examples are the Sinama of the Badjaos
in the Philippines and the London- Jamaican variety in Britain.

Indigenized Varieties

- These are spoken mainly as second languages in former colonies with multilingual
populations. A classic example is Singlish (or Singaporean English).

Language Registers

- is characterized by the way a speaker uses language differently in different social

circumstances. These are determined by such factors as social atmosphere, purpose of
communication, audience, and the general context of the discourse

Formal language

- These registers are used in professional, academic, or legal settings where

communication is expected to be respectful, uninterrupted, and restrained to specific
rules. Slang is never used and contractions are rare.

Casual
 - These registers are used when communicating with friends, close acquaintances,
colleagues, and family members. These are used in birthday parties or family gathering

Intimate

- Intimate language registers are reserved for special occasions, usually between only two
people and often in private

Frozen

- It refers to historic language that is intended to remain unchanged. Examples are the
registers used in the Philippine Constitution and the Holy Bible.

Consultative

- It is used in conversations when people are speaking with someone who has specialized
knowledge or is offering advice. Tone is often respectful, such as the use of honorifics or
courtesy titles, but may be more casual if the relationship between or among the
communicators is friendly

Improving one’s Ability in Communicating in a Multicultural Setting

- Everything should start with a personal desire and strong conviction to relate more
effectively with persons having different cultural backgrounds. This will not only create
positive personal relationships, but also open more opportunities for professional growth.
Limiting one’s reliance on preconceived notions and established stereotypes is also a
major leap towards effective intercultural communication.

- Knowing and accepting the validity of cultural differences are key in communicating with
people having diverse communication styles. Being an effective communicator requires
allowing yourself to be immersed in the multicultural society and embracing diversity

- You do not want to be at the receiving end of a biased judgment, right? You don’t want
people avoiding you just because of how they see other members of your group or
culture.
 - Determine how much your family, friends and colleagues have ‘dictated’ how you view or
feel about other people or other groups, and identify which among these pre-judgments
are stereotypes that can damage relationships.

- Make a personal commitment to develop communication skills appropriate in

multicultural setting Your ability to develop intercultural communication skills largely
depends on how many – and how much – of these promises you are willing to make

EvaluatingMessages and Images of Different Text Types

- The effects of cultural and global issues to communication were highlighted in previous
discussions, as well as the impact of effective communication to society and the world.
This has highlighted the importance of exploring the concept of World Englishes

Celce Murcia (2014)

- the English that have arisen in parts of the world where there is a long and often colonial
history of English being used in education, commerce and government regionally distinct
varieties of ▪There is no debate that the English language has become the most
widely used language for most purposes of communication in international diplomacy,
business, science, education and entertainment. Over time, this widespread use of
English – spoken side by side with local languages – has given rise to local varieties of
English with their own standards

Kirkpatrick (2007)

- Extreme 1 The goal of national or regional identity. People use a regional variety of
English with its specific grammar, structure and vocabulary to affirm their own national or
ethnic identity (e.g. Only Filipinos use the terms “senatoriable”, “congressman”,
“chancing”, and “bedspacer”, among others, and use these when communicating with
other Filipinos).

- Extreme 2 The goal of intelligibility. Users of a regional variety should ideally still be
readily understood by users of English everywhere else in the world to fully participate in
the use of English as an international language

- z▪The challenge is to find a good balance between the identity-intelligibility extremes.

Hence, speakers of the English language may resort to code- switching (i.e., using
English and another language in the same statement).
 - ▪For example, Filipinos may use a strongly local version of Filipino English to
communicate with fellow Filipinos using English as medium, but they should use a
weaker and more formal version when communicating with users of other varieties of
English, especially when international intelligibility is necessary.

Multimodality

- is a fairly new concept in the general academic setting, but can be a very powerful
tool in light of digital and multicultural communication. A text or output is
considered multimodal if it uses two or more communication modes to make
meaning

- It shows different ways of knowledge representations and meaning-making, and

investigates contributions of semiotic resources (language, gestures, images) that
are co-deployed across various modalities (visual, aural, somatic, etc.). Most
importantly, multimodality highlights the significance of interaction and
integration in constructing a coherent text

- A multimodal text can either be one of the following:

- ▪ Paper (books, comics, posters, brochures)
- ▪ Digital (slide presentations, blogs, web pages, social media,
- animation, film, video games
- ▪ Live (performance or an event)
- ▪ Transmedia (A story is told using multiple delivery channels through a
combination of platforms, such as comics, film, and video games all working as
part of the same story with the same message.

- The creation of multimodal texts and outputs requires a creative design concept
that orchestrates the purposive combination of text, color, photo, sound, spatial
design, language, gestures, animations and other semiotics, all with the unitary
goal of bringing meaning to life

Creating A Multimodal Text

- As to purpose
- ▪the creator of the text must be clear on the message and the reason(s) why the
message has to be delivered
- As to audience ▪the nature, interests and sensitivities of the target audience must be
considered so the text will not be offensive and hurt people’s sensibilities.
 - As to context z▪ the delivered through various semiotic resources, and in
consideration of the various situations where and how the text will be read by different
people having different cultural backgrounds.
- message should be clearly delivered through various semiotic resources, and in
consideration of the various situations where and how the text will be read by different
people having different cultural backgrounds.

The Rise of New Media and Technology Aids in Communication

SOCIAL MEDIA USE

Social media

▪ has undoubtedly altered the world operates. The rapid and vast adoption of new media
platforms have changed the way people relate and communicate with each other in the social,
economic, and political arenas.

Responsible Use of Social Media

Social media has grown in popularity over the years, with hundreds of options for
sharing your thoughts, photos, and videos and for interacting with friends and family.
The more it grows, the more we discover about the do's and don'ts of social media.

▪The same rules apply to all social media playgrounds, regardless of which site is your
favorite. There are some practices for engaging in responsible social media use and best
practices for social site etiquette

1. You may not agree with everything or everyone you encounter on social media
networks, but treat each person with dignity and respect. The Golden Rule of treating
others how you want to be treated is a good practice
We all have a social responsibility

2. Do not turn to social media as a way to harass, demean, or bully someone else. Sitting
in front of a computer screen does not give you license to embarrass, intimidate, or
spread hurtful rumors about others.
We all have a social responsibility
3. Regardless of your privacy settings, keep in mind that anything can possibly be seen
by anyone at any time, even by that person that you did not want to see it. Pause before
you post, think before you click.
We all have a social responsibility

We all have a social responsibility

4. Whether you're concerned with maintaining good friendships or future job prospects,
be responsible in what you post and how it could affect your reputation. Many employers
now check up on job candidates' social media accounts for evidence of bad behavior

ENGLISH LANGUAGE AND THE NEW MEDIA

What is new media?

- New media refer to highly interactive digital technology. These are very easily
processed, stored, transformed, retrieved, hyper-linked, searched for, and accessed.

- Generally, these can be classified as:

- Blogs, Social media, Online newspaper, Virtual reality, Computer games

ENGLISH LANGUAGE AND THE NEW MEDIA

is sometimes referred to as Computer-mediated communication (CMC), though it may
also be called any of the following:
▪ Netspeak
▪ Computer-mediated discourse
▪ Digital discourse
▪ Electronic discourse e-communication ▪ Digitally mediated communication
▪ Keyboard-to-screen communication

Crystal (2011)

- said that only two things are certain: it is not going to go away, and it is going to get
larger. Hence, we must be prepared for its inevitable expansion.

Type Of Discourse Or Computer- mediated Communication

Vernacular
▪which means it uses language that is common to people regardless of age, social class,
gender, or race

Vernacular
▪ Acronyms (Lol, yolo, fomo, bae)
▪Initialisms (atm, rotfl, brb, btw, hbd, idk, jk, af, nvm, tmi, tldr, ftw, g!)
▪ Emoticons/ Emojis
▪ Expressive Punctuations
(Hello? VS Hello?!? No. VS No? VS No!!!)
z
Examples

Vernacular Misspellings / Respelling

Respelling is a resource whose use is subject to a variety of factors, including users’

‘technoliteracy’, their considerations of audience and purpose, and physical constraints of
message production (for economy and text entry reduction).
( cu, 2nyt, tom/2mrw, abt, y? )

Interpersonal

- It is relationship-focused rather than subject-oriented. This can be explained by the

number of Group Chats (GCs) a person has, and the number of individuals and GCs a
person engages simultaneously

- The interpersonal nature of CMC is characterized by the following: ▪ Turn-taking ▪Topic

development ▪ Back-channels ▪ Repairs

Spontaneous

It is usually unplanned, unstructured, and sometimes impulsive. This spontaneity also

gave rise to Net Neologisms through Lexical Creativity, such as the use of “b4n” and
“f2f”, or such terms as trolls, meme, hashtag, and meh. These can be described as
mediatized stylization and popular representation.

Dialogical

▪ It carries expectation of continuous exchange. This is why most media platforms have a
“Reply” or “Comment” option, while some have a “Leave a comment” button, to ensure
continuous interaction.

ENGLISH LANGUAGE AND THE NEW MEDIA

▪Brief
▪Multimodal
▪Ideological

Brevity
 - is defined as the quality of being brief. An example of brevity is a point made quickly and
clearly. (uncountable) The quality of being brief in duration.

Multimodality

- This refers to the layering of different digital media. We all know that words are only ever
part of the picture. All texts, all communicative events, are always achieved by means of
multiple semiotic resources, even text-based new media like instant- and text-messaging

Ideologically-motivated

- is inherently ideological, especially in terms of their political-economies of access and

control. They are used to control people, and they are used to resist control. This is quite
apparent, most especially through the symbolic power of the news and broadcast media.
- ▪Language use is not simply a way of communicating, but a powerful resource for
representing (or manipulating) its users, especially the young people – so- called “digital
natives”. None of this is especially new; every generation likes to “complain” about the
next generation’s communication practices

COMMUNICATION PLANNING

- process involves defining the types of information you will deliver, who are the intended
recipients of that information, the format for communicating it, and the timing of its
release and distribution

zPURPOSE COMMUNICATION PLANNING

1. To inform
2. To persuade
3. To prevent misunderstanding
4. To present a point of view or reduce barriers

Steps in Communication Planning

▪Conceptualize on key messages
. ▪Strategize on communication
styles and platform(s).
▪Evaluate and anticipate.
Research and analyze current situation.
▪ Establish goals and objectives (short and long
term).
▪ Identify the target audience (what they know, what influences them, communication
impediments, etc.).
Communication Strategies in Tech-based Communication

Modern technology did not only usher in new forms of language used in new media, but also
paved the way on how communication takes place and how messages are presented. Part of
communication planning is deciding on the platform in which the message will be presented. In
some cases, the use of technology will do wonders for your presentation.

1. Keep it simple

▪ Avoiding including too much information in a graphic or in one slide. The message should be
immediate and clear. By keeping the visual material simple, you also maintain maximum
personal contact with your audience

z 2. Emphasize only on key ideas

▪When you call attention to ideas with a graphic presentation, make sure the graphic clearly
illustrates your essential points and the important supporting data.

z3. Show what you can’t say.

▪The best use of visual media is to reveal material you can’t easily describe orally or with written
text. Graphics, photos, charts, and illustrations can accomplish this objective

4. Keep the number of images you present manageable.

▪ Too many images will tire your audience (so will too much text). Eight to ten images should be
the maximum number for most presentations.

5. Combine variety with coherence

▪If you use several images, vary the design to make them interesting, but keep them
aesthetically consistent.
z

6. Use large lettering

▪ Use large text font sizes with minimal use of serifs so the audience can read the text easily. In
addition, do not flood your presentation with text.