7/5/2019
UNDERSTANDING
COMMUNICATION
Comm20023 Introduction to Communication and Media
BACR 1-2 / AY 2019-2020
Rosa Bella M. Quindoza
Department of Communication Research
PUP College of Communication
Communication is an integral part of
our life.
1
7/5/2019
■ But is Communication an easy
thing/process?
■ Is Communication all “talk”?
“Communication is not as easy as we
think it is”
■ “ What do you mean”
■ “What you want me to do”?
■ “But I mean to say”
■ “No, No, what I wanted to say”.
■ “Ma’am, I told him several times, but
I don’t know why he does not listen?
Or “I don’t know why he does not do
it”?
2
7/5/2019
Fail to communicate - GAP
■ Not paying attention
■ Pre-conceived notions about the
speaker
■ Mind reading
■ Passivity
■ Selective listening
■ Interfering
Communication is also…
■ Perception - understanding
– an active process of selecting,
organizing and interpreting
people objects, events,
situations and activities
“What we notice about people and situations
influences how we interpret them…which
directs us to notice certain aspects of the
person or the [situation].”
3
7/5/2019
Let’s test how
aware you are
Let’s view VIDEO
Have you become
more aware?
Again, let’s view
VIDEO
4
7/5/2019
Perception
■ We notice
– what stands out;
– what matters to us/is
interesting
– changes
– by talking to ourselves
Perception
■ We organize by
– Prototypes-clearest example of
someone or something
– Constructs-mental yardsticks in
measuring people/situations
– Stereotypes-generalizations about
people/situations
– Scripts- guide to action
5
7/5/2019
Perception
■ We interpret by
– Attributions-explanations of why
things happen and why people act
as they do
– Self-serving bias-explanations that
serve as interest
Skillful perceiving
enhances communication
■Avoid mind reading
■Check perception with
others
■Distinguish facts from
inferences
■Monitor self-biases
6
7/5/2019
Communication is also…
■ Listening/Responding by
– Being mindful
– Physically receiving (i.e., hear, see,
read)
– Understanding
– Remembering
“Communication is also done by the
listener”
Obstacles to Effective Listening
Preoccupations
■ Message
Overload Prejudgments
■ Message Lack of effort
Complexity Not recognizing
■ Environmental diverse listening
distractions styles
7
7/5/2019
No matter how good you are, it's
always important to know your
audience.
Improving listening skills
■ Stop talking
■ Always look at the person speaking to you
■ Show interest in what the other person is saying
■ Visualize the other person’s viewpoint
■ Speak affirmatively while listening
■ Don’t interrupt
■ Try to discover meaning
■ Use the other persons words while answering
■ Take notes
8
7/5/2019
Improving listening skills
■ Be mindful
■ Control/manage obstacles
■ Ask questions
■ Use aids to recall
■ Organize information
■ Suspend judgment
■ Try to understand other’s perspectives
■ Express support
Improve listening skills by being an
active listener
9
7/5/2019
Perceive. Listen. Respond. Understand.
“Communicate”
References
■ Wood, Julia T. (2006). Communication Mosaics. Chapters
3&5.
■ Retrieved from [Link]
communication-clips
■ Retrieved from
[Link]
philippine-mass-media
10
7/5/2019
GROUP WORK
GROUP PRESENTATION ON OVERVIEW, HISTORICAL
DEVELOPMENT AND PROSPECTS OF MEDIA IN THE WORLD
AND IN THE PHILIPPINES
*TO BE PRESENTED IN CLASS ON ASSIGNED DATES IN
AUGUST 2019
*WRITTEN REPORT/PRESENTATION TO BE SUBMITTED BY
GROUP
Suggested Outline:
■ Definition/Coverage/Scope
■ Origins/History (world & in the Philippines)
■ Audience (groups of population in the Philippines that
use this medium)
■ Current Developments (how medium advanced with
technology and how it contributed to development of
human communication and mass communication)
■ Prospects/Future of the Medium
11
7/5/2019
Some Suggested References
■ Maslog, C. (1971). The Philippines mass media. In AMIC Travelling Seminar : 1st, Asia, Sep
5-29, 1971. Singapore: Asian Mass Communication Research & Information
[Link] from
[Link]
■ Baran, Stanley J. (2006). Introduction to mass communication: Media literacy and culture.
4th ed. McGraw-Hill Companies.
■ Fang, Irving (1997). A History of Mass Communication: Six Information Revolutions. Boston:
Butterworth-Heinemann. 280 pp.
■ Wilson, J. &S.L.R. Wilson. (1998). Mass Media Mass Culture An Introduction. 4th ed.
McGraw-Hill Inc.
■ Lee, L.T. (n.d.). History and Development of Mass Communications. Retrieved from
[Link]
■ Office of Curriculum & Instruction/Indiana Department of Education. (2008). Timeline
Major Events in History of Mass Communications.
[Link]
■ Pooley, Jefferson. (2008). The New History of Mass Communication Research.
■ In The History of Media and Communication Research: Contested Memories, edited by
David Park, and Jefferson Pooley, 43-69. New York: Retrieved from
[Link]
12
