Purposive Communication (GEC 4)

Republic of the Philippines

ISABELA STATE UNIVERSITY
City of Ilagan Campus

DEPARTMENT OF ARTS AND SCIENCES

MODULE 1: COMMUNICATION PROCESSES PRELIM, 1st Semester 2024-2025

Introduction

Communication attracts differences of people with different cultures in establishing good

relationship in many situations-may it be friendly or business in nature. The age of time has established
different ways of connecting people from different settings all over the world; at this time technology is
in demand and communication is modernized. The face-to-face conversation of people has been mixed
up with technological means. Through these varied ways in communication, communication style also
changes. The use of social media has become one of the ways of which people use to express their
feelings and as a means of their communication. People have become modernized to inform, persuade
and influence others in any means which technology continuously develops. What people may expect
on the years to come is the more advanced ways of communication.

Learning Outcomes
At the end of the lesson, you should be able to:
a. describe communication process viewed from different models;
b. demonstrate the changes of communication through times; and
c. adopt cultural differences to effective communication.

Learning Content
1. ELEMENTS OF COMMUNICATION

 The elements of communication are present in any ways of delivery.

a. Source. A message is crafted through a sender who initiates the communication process. It
can be an author of a book, a public speaker, or a teacher who discusses a lesson.
b. Message. Communication is delivered through a message send by the speaker to the receiver.
c. Channel. Channel is the means of communication. Examples are phone in calls and letters
sent in business transactions. To have an effective communication, communicators should
select the best means of communication.
d. Receiver. When the message is sent by the sender it is received by the recipient. A receiver
can be an audience in a symposium, a reader who receives the letter or a pedestrian who
reads road signs.
e. Feedback. An understood message is confirmed through the response of the receiver.
Feedbacks may be written, spoken or acted out such as thumbs up given by a listener.
f. Environment. The sender and receiver’s feelings, mood, place and mindset are called
environment. Both sender and receiver have to consider the setting where communication
takes place. This factor may also hinder effective communication where barriers may
interfere such as noise from the buses or poor signal in phone calls.
g. Context. The meaning conveyed from the message sent by the sender to the receiver is
called context. It is necessary that both the encoder and decoder share common
understanding to achieve effective communication.

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h. Interference. Interferences or barriers prevent effective communication. These are factors
that hinder the communication process.

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 The following are the types of barriers in communication:

a. Psychological barriers. These are thoughts that hamper the interpreted message received by
the receiver such as dizziness of the listener while the teacher lectures or when the listener
is preoccupied by some other things while listening to the speaker.
Example: dizziness, poor retention, lack attention, close minded, attention issues.
b. Physical barriers. These are stimuli from the environment which disrupt communication,
weather or climate conditions and physical health of the communicator.
Example: Physical Condition, Environment, Noise
c. Linguistic and cultural barriers. Word differences are present in different cultures which may
result to ineffective communication.
Example: Language Barriers, Dyslexia, Slang, Jargons, Stereotypes, Ethnocentricism
d. Mechanical barriers. These are interferences which affect channels to transmit the message
such as poor signal or low battery consumption of mobile phones while call ing.

Verbal communication – Words and sounds that come out of our mouths when speaking,
including tone of voice.

Non-verbal communication – Signs and messages that we communicate using body

language gestures, and facial movements. It is a multimodal and multifunctional in nature
serving many functions. It is closely linked to how we feel about our relationships with others
and how we manage those relationships. In interpersonal interaction, nonverbal messages can
be found in facial expressions, eyes, body language, touching as well as clothing, tone of voice,
posture and even spatial distance.

Types of Non-Verbal Communication

Kinesics or Body Language – posture,

body movements, and gestures.
Kinesics a scientific of body language or
gesture, The term “kinesics” was
developed by the American
anthropologist Ray L. Birdwhistell, who
used slow-motion films of conversations
to analyze speakers’ behaviors.

Haptics – physical contact between two people. Haptics is a form of non-verbal communication
using a sense of touch. Some forms of Haptics communication are Handshake, a gentle pat on
the back, or a high five. The sense of touch allows one to experience different sensations.

Oculesics – eye movement, behavior, gaze, and eye-related nonverbal communication.

Oculesics is technical term for eye movement.

Paralanguage – vocal cues such as tone, pitch, and volume. Paralanguage is the technical
term for the voice cues that accompany spoken words. It is concerned with the sound of the
voice and the range of meanings that people convey through their voices rather than the words
they use. For example, the word “Yes”, can completely convey different meanings, even in the
exact same sentence, depending on how it is said — whether it is spoken sincerely or
sarcastically.

Proxemics – the physical distance between people when speaking. Proxemics in nonverbal
communication involves the signals we show with our body language and the space we create.
If we stand farther away from someone, we communicate nonverbally that we don’t feel very
close or safe with them. If we get close to another person, we communicate to them that we
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would like a more intimate relationship or feel safe with them.

Chronemics – punctuality or waiting time

Punctuality in Meetings: Arriving on tie shows respect and commitment.
Rapid responses in Conversations: quick replies can signal eagerness or impatience.

Artifacts – objects, and possessions used to represent a person, such as jewelry and tattoos.
Artifacts are forms of decorative ornamentation that are chosen to represent self-concept. They
can include rings and tattoos, but may also include brand names and logos. From clothes to
cars, watches, briefcases, purses, and even eyeglasses, what we choose to surround ourselves
with communicates something about our sense of self. Artifacts may project gender, role or
position, class or status, personality, and group membership or affiliation.

2. COMMUNICATION MODELS

Several models in communication are introduced to understand the different settings and
contexts in which communication takes place. Since communication happen in different settings
whether face-to-face or technological, verbal or non-verbal, these models expose how the process is
undergone in different mediums.

The earliest model that structures how public speaking is undergone is explained through
Aristotle’s model of communication. In this model, Aristotle identified the five elements which
compose the communication process which are the speaker, speech occasion, audience and
effect. This model is speaker-centered which results the audience as passive. The effect of
the speech delivered by the speaker to the audience in an occasion is that either the listeners be
persuaded or not; in this case the communication becomes one-way delivery because feedback
from the audience is not expected.

Fig. 1 Aristotle's Model of Communication

Ethos, Pathos, Logos: The Three Pillars of Persuasive

Communication

Aristotle's Model of Communication is a unique communication model proposed by the

Greek philosopher 'Aristotle' that emphasizes the speaker's ability to attract his or her target
audience by their speech. A speaker is the main person who keeps his audience and listener
engaged and aware.

The role of the audience is passive, as the model focuses on public speaking or how the
speaker gives a speech to the audience. Aristotle's model of communication is one of the most
accepted models of communication worldwide that give attention to the speaker's role in delivering
a powerful speech during public or mass communication.

1. Ethos is the first most important quality that should be present in a good speaker. If he
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takes the credibility of his words and speech, the speech would automatically be liked and
acknowledged by the audience. If the speaker is not taking credit for his speech, the audience
might feel cheated and won't believe in the user.

2. Pathos means feeling connected. If a speaker is giving a speech and the audience feels
an emotional bonding with the speech, they'll automatically be mesmerized by it. This sort of
emotional bonding with the speaker would result in high engagement from the audience.

For example, a politician visits a village and notices people are constantly complaining
about the water crisis. He automatically includes this problem in his speech and talks about the
solutions for removing the crisis. This is another well-appreciated quality of a speaker.

3. Logos means logic. The speech needs to be engaging as well as have some logic
behind it. If the content is irrelevant and has no association with the occasion and the audience,
the speech won't be appreciated and liked.

There has to be proper information backed by adequate logic and sense. Any persuasion
can only work if it has some relevance and specificity.

The technological model of communication process is explained by the proponents Claude

Shannon and Warren Weaver known as Shannon-Weaver’s model of Communication (Flores, 2016).
This model was developed because of the technological invention of telephone and the
Mother of all Communication Models. Six elements of communication are identified in this
model: sender, encoder, channel, noise, decoder, receiver, and feedback. In comparison to the
basic elements of communication, this model specifies that the sender and encoder do not function
similarly.
Technologically, in telephone calls the caller functions as the sender while the encoder is
the telephone that turns the caller’s voice into series of binary data packages which is sent down to
the telephone lines. The telephone wire works as channel and the telephone which the receiver
uses to receive the message becomes the decoder and the destination of the call is the receiver.
The noise present in the channel may interrupt the communication process which results to poor
communication. With this, the receiver may respond that he/she wasn’t able to understand what
the caller had sent.

Fig. 2 Shannon-Weaver’s Model of Communication

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The two-way street flow of communication in which a sender and a receiver send back-
and-forth messages was popularized by Charles Egerton Osgood. This model considers
communication as circular because both the encoder and decoder take turn in sending the
message. Along the process of communication, the recipients filter to interpret the meaning of
the words sent to them. The different meanings applied to send messages could become
interference in communication known as semantic noise.

In the latter years, Wilbur Schramm adapted Osgood’s model and added another element
in communication called field of experience. Sneha Mishra (2017) identified culture, social
background, beliefs, experiences, values and rules that correspond to this element.
With great similarity of the recipients’ field of experience, the greater effective communication is
expected.

Fig. 3 The two-way street flow of communication by

Fig. 4 Adapted Osgood’s model by Wilbur Schramm
Charles Egerton Osgood

Another circular model that explains communication as a continuous process with no real
beginning or end is Eugene White’s Stages of Communication. According to White, it is possible to
begin at any stage of the elements outlined in his model because communication is circular which
may start at any beginning and ends at any point. The elements in this model are thinking,
symbolizing, expressing, transmitting, receiving, decoding, feed backing and monitoring. The
Concept of feedback.

Fig. 5 Eugene White’s Stages of Communication

Learning Materials and Resources for Supplementary Reading

 Models & Elements of Communication
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 [Link]
 [Link]
 [Link]

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Assessment

Activity 1 Directions: Create a video presentation that depicts the changes of communication
through ages. Your video should not exceed to 2 minutes. Use any video maker
application you like. Be creative!

Evaluation
Criteria Percentage
Directions: Write a 150-word essay on appreciating Substance 50%
cultural differences to effective Grammar Usage & 30%
communication. Do this in a Word Mechanics
document. A link will be given for the Thought Organization 20%
submission of outputs later on. Total 100%

Flexible Teaching and Learning Modalities (FTLM)

 Synchronous: FB, Messenger, Zoom, Google Form
 Asynchronous: Modular/ Self-directed modules

References
 Bernardo, R. (2016). Oral Communication. Pasay City: JFS Publishing Services
 Johannesen, Richard L. Ethics in Human Communication. 3rd ed. Prospect Heights, Illinois: Waveland Press,
Inc., 1990.
 Uychoco, M. and Santos, M. (2017). Communication for Society: Purposive Communication. Sampaloc
Manila: Rex Book Store
 Wakat et. al. (2018). Purposive Communication (OBE-&PPST-Based). Quezon City, Manila: Lorimar
Publishing Inc.

Instructor: Jayson B. Umblas, LPT, MAEd

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