Purposive Communication

Lesson 2
Communication Processes,
Principles, and Ethics
Module 2-Week 2

Hello my dear students!

Why is it important to know the processes, principles and ethics of

communication?

You will soon realize their importance is necessary for you to better
understand how communication works. Through learning and
understanding these concepts will help you to communicate better and
lessen miscommunications and misunderstanding in your everyday life.

To start with this module, sit back, relax and enjoy the rest of this
module!

At the end of this module, you should be able to:

 identify and explain each of the different models, principles, and ethics of communication;
 discuss the values of communication in enhancing one’s personal and professional
relationships;
 exhibit effective communication through application of communication principles and
ethics in real life situations; and
 Recognize the importance of code of ethics in communication.

In 2-3 sentences, answer the following questions.

1. Why do people communicate?

2. What might happen to the world if communication does not exist?
3. Why do miscommunication and misunderstandings happen?

Purposive Communication
 Please be guided by the following questions as you navigate the discussion of the first lesson:

1. What are the different communication models? How do they differ from one
another?

2. Why is it important to know the different principles of communication?

3. How can one observe ethics in communication?

THE MODELS OF COMMUNICATION

The communication process cannot be complete if we will mechanically view the process as
a perfunctory or routine transfer of ideas from one person or group to another. If no transfer happens,
how can it be called communication?

There are many conceptual models for human communication, but in this lesson, you will be
exposed to only three: (1) Schramms's Model; (2) Laswell's Model; and (3) Shannon-Weaver's model.

Schramm’s Communication Model

In his model, Wilbur
Schramm showed the importance of
interpersonal communication.
Considered the father of the study of
communication, Schramm is among the
most important world figures in
communication research.
Schramm effectively modified the
SMCR Theory when he introduced that
only the shared or common information is
communicated to another party.
Schramm's contribution to
communication theory included the concept that each person has a field
of experience that controls one's
Figure 1.1 Schramm’s Model of Communication
Source: [Link] understanding of anything.

For example, a closed-mind believer of any religion would never understand any
religious objection directed against his faith. His field of experience will automatically reject
such a message.

Purposive Communication
 Laswell's Communication Model

Lasswell's (1948) model has been further

developed and modernised and is now referred to
as the 'Five Ws' and this model has been widely used,
particularly when managing change. However,
addressing the 'Five Ws' is an essential element of all
communication, getting this right is the first step in
the process and is dependent upon what is required
to be communicated at the time. This is particularly
important when managing change in an
organisation.

The Five Ws Figure 1.2 Lasswell’s Model of Communication

1. Who should be told?
Everyone who needs to be told about something should be told. It is advisable to relate the
communication to all as soon as possible. Openness is the key to making everyone feel involved
(although there will always be some things which are not disseminated as widely as others). Where
appropriate, communicate widely so that individuals are given the opportunity to influence the
process and local ownership is gained. Barriers can also be identified and overcome.

2. When should they be told?

The time to communicate with relevant people should be carefully considered. It might be
within a set meeting or a one-off arrangement. If the communication covers a wide range of people
where possible it is desirable that discussions take place at the same time to avoid confusion, spread
of rumours or misunderstandings. If internal and external stakeholders are involved, internal staff
should be communicated with prior to external stakeholders; this is to prevent staff hearing from other
sources, including the media.

Key communications should be made as soon as possible following a significant event or decision.

3. What should they be told?

Clear messages, related to the subject or problem. In complex situations it is advisable to create
a shared meaning and understanding, this can be done by:
1. checking back with the recipients through an iterative process
2. let them ask questions
3. asking for clarification of what they have understood being clear that words, behaviours and
symbols are not misunderstood or misinterpreted.

4. Where should the message be conveyed?

Choose the most effective medium to get your message across, this could be in meetings,
seminars, press releases etc. Make time to communicate properly, do not do it in the corridor, in the
toilet or the car park. This leads to gabbled and garbled messages and can contribute to the 'grape
vine'.

5. Who should control the communications process?

The most appropriate person depending on the subject. If it involves external agencies
include the Press Officer.

Confucius wrote…
'If language is not correct, then what is said is not what is meant. If what is said is not what is meant,
then what ought to be done remains undone'.

Shannon-Weaver's Communication Model

Purposive Communication
 Shannon-Weaver's Communication Model breaks down the process of communication into eight
discrete components.

1. Source. This is the party that sends the message.

2. Message. This is alternately sent and received by the information source and receiver.
3. Transmitter. An example is the telephone instrument that captures an audio signal, converts it
into an electronic signal, and amplifies it for transmission through the telephone network.
4. Signal. A signal flows through a channel.
5. Channel. The most commonly used channels include air, light, electricity, radio waves, paper,
and postal systems.
6. Noise. This is a signal that interferes with the intended message.
7. Receiver. An example of a receiver is the mobile phone.
8. Destination. The destination is presumably the person who receives the message.

Figure 1.3 The Updated Model: Shannon’s Communication Process

Source: [Link]

PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION

In communication, there are a set of rules or guidelines necessary to be followed to ensure
effectiveness and proper communication. Any person who fails to meet or consider these principles
will likely fail as a speaker or writer. These principles are also critical in communicating as it completes
everything about communication.

1. Be clear about your purpose. You should know by heart your objective in communicating.

2. Be complete with the message you deliver. Make sure that facts and essential information support
your claims.

3. Be concise. You do not need to be lengthy or wordy with your statements. Brevity in speech is a
must.

4. Be natural with your delivery. Punctuate important words with appropriate gestures and
movements. Exude a certain degree of confidence even if you do not feel confident enough.

5. Be specific and timely with your feedback. Inputs are most helpful when provided on time.

Purposive Communication
 6. Be Organized. 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.
7. Be Empathic. 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.
8. Be Flexible. 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.

WHAT IS ETHICS?

It is defined as a system of moral principles that deals with values relating to human conduct,
with respect to the rightness and wrongness of certain actions and to the goodness and badness of
the motives and ends of such actions.

WHAT IS COMMUNICATION ETHICS?

The principle governing communication, the right and wrong aspects of it, the moral-immoral
dimensions relevant to interpersonal communication are called the ethics of Interpersonal
communication.

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.

ETHICAL PRINCIPLES OF COMMUNICATION

1. Completeness
The message must be complete and geared to the receiver's perception of the world. The
message must be based on facts, and a complex message needs additional information and/or
explanation. A good subdivision of subjects will clarify the message, as a result of which there will
be a complete overview of what is said.

2. Concreteness
Concrete business communication is also about a clear message. This is often supported by
factual material such as research data and figures. The words used, as well as the sentence
structure, can be interpreted univocally. Nothing is left to the imagination.

3. Courtesy
In addition to considering the target group's feelings and points of view, it is also important to
approach the audience in a friendly and courteous manner. The use of terms that show respect
for the receiver contributes to effective communication. The same goes for how you address

Purposive Communication
 someone. Not everyone will be charmed if you use a familiar form of address, and the use of a
formal address could come across as too distant. By using the word, they 'a larger audience is
immediately addressed.

4. Correctness
The correct use of language has the preference. Grammatical errors must be avoided in
written business communication, and stylistic lapses or improper use of verbs are not sufficient
either in verbal communication. Correct use of language increases trustworthiness, and the
receiver will feel that they are taken seriously.

5. Clarity
Clear or plain language is characterized by explicitness, short sentences, and concrete words.
Fuzzy language is forbidden, as are formal language and cliché expressions. By avoiding
parentheses and keeping to the point, the receiver will get a clear picture of the content of the
message. Briefly worded information emphasizes the essence of the message. Coherence means
the connection of ideas at the idea level, and cohesion means the connection of ideas at the
sentence level.

6. Consideration
To communicate well, it is important to relate to the target group and be involved. By taking
the audience into account, the message can be geared towards them. Factors that play a role
in this are, for example, professional knowledge, level of education, age, and interests.

7. Conciseness
A message is clear when the storyline is consistent and when this does not contain any
inconsistencies. When facts are mentioned, there must be consistent, supporting information.
Systematically implementing a certain statement or notation also contributes to clear business
communication. When statements are varied, they will confuse the receiver.

Observing a code of ethics is essential as it determines the proper and desirable behavior
over one that is displeasing and offensive.
A code of ethics sets the standards to be observed by a person or a company that will create
a good reputation or a positive image for an individual and the organization. It will, therefore,
pave the way for the attainment of the desired results leading to the success of an individual or
the entire company. Success in decision-making will likewise impact the company's reputation.

Instructions: Reflect on what you have learned after taking up this lesson by completing the
chart below.

I THOUGHT

What were your thoughts or ideas about the principles, ethics, and models of communication prior to the
discussion of this lesson?

I LEARNED THAT

What new or additional ideas did you learn after taking up this lesson?

Purposive Communication
 PART 1
1. List three (3) channels through which personnel of OLPC-Cauayan Inc. connects with you? Choose
one from these channels do you find the most effective? Why?
2. How can the knowledge of the communication process aid people in communicating? Give at
least two reasons to support your claim.
3. Among the eight principles of effective communication, which do you thinks is the most effective?
Why? Give 2 example situation to prove your claim.

PART 2: ETHICS OF COMMUNICATION

Reflective Analysis. Briefly explain your assessment of the ad, with

focus on the five questions.
Analyze the following print advertisements and determine if these
are ethical or not. Consider the following guide questions in your
analysis.
1. What is the message of the ad?
2. How is the message underscored? What semiotics are used
(text? images? others?)
3. Is there any individual or group that may be offended by the
ad?
4. Is there another way of presenting or delivering the message?
5. Do you think the ad is ethical?

PERFORMANCE TASK #: SPOT IT OUT!

Do you know other print or television advertisements that are non-ethical because they are
discriminatory, stereotypical, and/or sexist?

Spot these ads in magazines, newspapers, social media networks, YouTube, or any other platform.
Share these in class and discuss:

a. why you think the ad is unethical;

b. how it could possibly be received by certain groups; and
c. what could be a better way of presenting the ad.

Take note of the following rubric in assessing your response:

 Content (10 pts.): Your material is spot-on and obviously well-researched.

 Reasoning (10 pts.): Your line of reasoning is logical and justified.
 Organization of Ideas (7 pts.): Your ideas are well-presented and highly organized.
 Presentation and Delivery of Ideas (5 pts.): Adequate volume, appropriate pace,
diction, personal appearance, enthusiasm/energy, posture, effective use of visual aids
 Grammar/Mechanics: (3 pts.) Correct grammar and usage that is appropriate for audience(s)

Purposive Communication
 Rate this module using a scale of 1-10. One being the lowest score and 10 being the highest score.

How helpful is this module in your everyday life?

Rating: _____________

Why?

BOOK
1. Madrunion M., & Martin, I. (2018). Purposive communication using English is multilingual. Quezon
City: C & E Publishing, Inc.
2. Caroy, A., Dela Cruz, A., Dizon, E., Jose, M., & Palangyos, A. et al. (2018). Purposive
communication. Quezon City: Lorimar Publishing, Inc.
INTERNET-BASED

1. Health Knowledge. (n.d) Retrieved August 15, 2022 from [Link]

health-textbook/organisation-management/5a-understanding-itd/effective-communication
2. Sapungan, R., Tejada, M., Valdez, M. (n.d.) Purposive Communication. Retrieved August 8,
2022 from [Link]

Purposive Communication