UNIVERISTY OF CALOOCAN CITY

Brgy. 173, Congressional Road, Caloocan City

PURPOSIVE COMMUNICATION

INTRODUCTION TO COMMUNICATION

MODULE 1
COMMUNICATION
Alexander (1984) stated that communication occurs when a sender expresses an emotion or a
feeling, creates an idea, or senses the need to communicate. The communication process is
triggered when the sender makes a conscious or an unconscious decision to share the message
with another person—the receiver. It is a process wherein the exchange of information between
two or more people (Bernales, Balon and Biligan, 2018). Keyton (2011) supported this notion of
communication when he defined it as Communication can be defined as the process of
transmitting information and common understanding from one person to another. For
communication to succeed, both the participants must be able to exchange information and
understand each other. If this flow of information is interrupted or blocked communication fails.
The word communication is derived from the Latin word, ― “communis”, which means
common. In our everyday living, for a communication to be effectively transmitted, elements of
communication must be present and these include a) Speaker, b) Message, c) Receiver, d)
Channel, e) Feedback, and f) Communicative Situation.

Alexander (1984) further explains that every communicative act is based on something that
conveys meaning, and that conveyance is the message. The message may be either verbal
(spoken or written) or nonverbal (body language, physical appearance, or vocal tone). Messages
may also come from the context—or place and time—of the communication. For instance, if you
choose to make a critical comment to someone, the place and the time you choose to make that
comment will make a big impact on how it will be received.
Moreover, every message is sent and received through one of our five senses—it is seen, heard,
touched, tasted, or smelled. The sensory media through which messages are sent and received are
communication channels. In a work setting, messages may be seen through body movement,
letters, memos, newsletters, bulletin board notices, signs, emails, and so on. Messages that are
heard come through conversations, interviews, presentations, telephones, radios, and other audio
media. Sight and sound are the two most frequent communication channels used in our society.
When the receiver gets the message (through seeing, hearing, feeling, touching, or smelling), he
or she will usually give feedback (return message) unconsciously or consciously. Thus, the
communications process is on-going.
The worst assumption a sender of a message can make is that the message will be received as
intended. So many things can go wrong during the communications process that we should
always assume that something will go wrong and take steps to prevent that occurrence. Barriers
to good communications are always present. For instance, the language itself can be a barrier—
unclear wording, slang, jargon, the tone. Another barrier is the failure of the sender to realize that
his or her body language might contradict the spoken message. The channel used to convey the
message might be wrong. For instance, you would not use the telephone to relay a lot of
statistical information; you would need to write that message on paper. Poor listening skills can
constitute a barrier also (Alexander, 1984).

LESSON 1:
NATURE, DEFINITION AND COMPONENTS OF COMMUNICATION
We are social beings and such; we feel an intense need to express our thoughts, feelings and
aspirations, doubts, questions, and fears. Equally intense is our need to be listened to. These
needs - to express and to be listened to – are basic or innate in all of us.
But as Ben Johnson, the English poet, has said, the ability to speak and the ability to speak well
are two different things.
Speaking well is comparable to any skill in the sense that it can be developed and enhanced. All
that you have to do is expose yourself to various speaking situations. Listen well and study how
effective speakers express themselves.
As much as 75% of the average person‘s day is spent communicating.
Those in technical jobs are estimated to spend between 50% and 90% of their work day engaged
in communication process.
DEFINITIONS OF COMMUNICATION
1. Communication is a process by which we assign and convey meaning in an attempt to
create shared understanding.

 This process requires a vast repertoire of skills

 Intrapersonal and interpersonal processing
 Listening  Evaluating
 Observing
 Speaking
 Questioning
 Analyzing
 2. It can be seen as processes of information transmission governed by three levels of
semiotic rules:
 Syntactic
 Pragmatic
 Semantic
3. It is therefore a social interaction where at least two interacting agents share a common set of
signs and a common set of semiotic rules.
4. The Oxford Advanced Learner‘s Dictionary defines communication, as the act of passing
news, information…, the act of sharing or exchanging thoughts, ideas, feelings with others or
with a group; the act of participating with or sharing in common, the ―we-belong-to-same-
feeling‖ as in communication with… or the act of thinking about oneself.
5. Communication is derived from the Latin word ‗communis,‘which means, ―Belonging to
many‖ or ―equally‖ and ―communico‖ – to confer with others. It is the mutual exchange of
information, ideas, and understanding by any effective means (Ballesterros, 2003).
6. Communication refers to the process of human beings responding to the symbolic behavior of
other persons (Adler and Rodman, 1997).
 COMMUNICATION IS HUMAN.
 COMMUNICATION IS A PROCESS.
 COMMUNICATION IS SYMBOLIC.
7. The communication done by animals is relatively different from humans. The manner by
which we communicate or use different gestures, facial expression, etc. to communicate is
different from the dance that is done by bees to instruct their hive-mates on the location of food
or the chimpanzees that have been taught to express themselves using sign language like deaf
humans.
8. We often talk about communication as if it occurred in discrete, individual acts. In fact
communication is a continuous, ongoing process. Consider, for example, a friend‘s compliment
about your appearance. Your interpretation of those words will depend on a long series of
experiences stretching far back in time: how have others judged your appearance? How do you
feel about your 26 looks? How honest has your friend been in the past? How have you been
feeling about one another recently? All of this history will help shape your response to the other
person‘s remark. In turn, the words you speak and the way you say them will shape the way your
friend behaves toward you and others- both in this situation and in the future.
 This example shows that it‘s inaccurate to talk about ―acts‖ of communication as if they
occurred in isolation. To put it differently, communication isn‘t a series of incidents pasted
together like photographs in a scrapbook; instead, it is more like a motion picture in which the
meaning comes from the unfolding of an interrelated series of images. The fact that
communication is a process is reflected in the transactional model.
9. Symbols are used to represent things, processes, ideas, or events in ways that make
communication possible. The most significant feature of symbols is their arbitrary nature. For
example, there‘s no logical reason why the letters in book should stand for the object you‘re
reading in class. Speakers of Spanish call it a libro, and Germans label it a Buch. Even in
English, another term would work just as well as long as everyone agreed to use it in the same
way. We overcome the arbitrary nature of symbols by linguistic rules and customs. Effective
communication depends on agreement among people about these rules. This is easiest to see
when we observe people who don‘t follow linguistic conventions. For example, recall how
unusual the speech of children and immigrant speakers of a language sounds.
10. In addition to this, nonverbal communication can have symbolic meaning. As with words,
some nonverbal behaviors, though arbitrary, have clearly agreedupon meanings. For example, to
most North Americans placement of a thumb and first finger together while facing the palm of
the hand outward stands for the idea of something being ―OK.‖ But even more than words,
many nonverbal behaviors are ambiguous. Does a frown signify anger or unhappiness? Does a
hug stand for a friendly greeting or a symbol of the hugger‘s romantic interest in you? One can‘t
always be sure (Adler and Rodman, 1997).
Other Concepts of Communication
1. Allen Louis – Communication is the sum of all things (telling, listening and understanding). It
is a systematic activity under any given circumstances.
2. Henry Kuntz – Communication is the transferring of information from one person to another
whether or not he/she elicits that confidence.
3. George Terry – Communication is the exchange of ideals, feelings, and emotions between two
or more persons.
4. Keith Davis – The purpose of passing information and understanding between two persons…
without the bridge of communication no one can cross the river of understanding.
Types of Communication according to Mode
A message may be impart through these types; verbal-non-verbal and visual. While
communication is often thought of as verbal, the non-verbal mode is equally essential as it
enhances one‗s message.
A. VERBAL COMMUNICATION
-(Linguistics) The process of sending and receiving messages with words, including
writing and sign language.

-It refers to the form of communication in which message is transmitted verbally.

-Communication is done by word of mouth and a piece of writing.

VERBAL COMMUNICATION: ORAL
 Spoken words are used
 It includes face-to-face conversations, speech, telephonic conversation, video,
radio, television, voice over internet.
 Communication is influenced by pitch, volume, speed and clarity of speaking.

Verbal Communication: Oral- Advantages

 It brings quick feedback.
 In a face-to-face conversation, by reading facial expression and body language one
can guess whether he/she should trust what‘s being said or not.
 It saves time in communication.
 It is quick in obtaining feedback once delivered.
 It provides complete understanding of communication delivered and there is
chance to make it clearer in case of doubts in interpretation of words or ideas.
 It is more reliable method of communication.
 It is flexible and effective for all.
 It is powerful means of persuasion and control.
 It is cheaper way of communication and hence saves money.

Verbal Communication: Oral- Disadvantages

 It has issues when communicating with distant people.
 It is difficult for certain people to understand speech due to various speech tones
used in verbal communication.
 This form of communication is not suitable for lengthy message.
 There is chance of leak of secret information with the help of modern devices such
as polygraph or lie detector. Often secret information can be obtained while the
person is under the influence of alcohol.

VERBAL COMMUNICATION: WRITTEN

 In written communication, written signs or symbols are used to communicate.
 In written communication message can be transmitted via email, letter, report,
memo etc.
 Written communication is most common form of communication being used in
business.
Verbal Communication: Written- Advantages
 Messages can be edited and revised
 Written communication provide record and backup.
 A written communication enables receiver to fully understand it and send
appropriate feedback
 Easy to preserve: The documents of written communication are easy to preserve.
Oral and non-verbal communication cannot be preserved. If it is needed, important
information can be collected from the preserved documents.
 Easy presentation of complex matter: Written communication is the best way to
represent any complex matter easily and attractively.
 Permanent record: The documents of written communication act as a permanent
record. When it is needed, important information can be easily collected from the
preserved documents.
 Prevention of wastage of time and money: Written communication prevents the
waste of money and time. Without meeting with each other the communicator and
communicate can exchange their views.
 Accurate presentation: Through the documents of the written communication top
executive can present the information more accurately and clearly. As it is a legal
document everybody takes much care does draft it.
 Use as a reference: If it is needed, written communication can be used as future
reference.
 Delegation of authority: Written communication can help the authority to delegate
the power and authority to the subordinate. It is quite impossible to delegate power
without a written document.
 Longevity: Written document can be preserved for a long time easily. That is why;
all the important issues of an organization should be back and white.
 Effective communication: Written communication helps to make communication
effective. It is more dependable and effective than those of other forms of
communication.
 Maintaining image: Written communication helps to maintain the images of both
the person and the organization. It also protects the images of the company or
organization.
 Proper information: It is a proper and complete communication system. There is no
opportunity to include any unnecessary information in a written document.
 Less distortion possibility: In this communication system information is recorded
permanently. So, there is less possibility of distortion and alteration of the
information.
 No opportunity to misinterpret: there is any opportunity to misinterpret the
information or messages of written communication.
 Controlling tool: Written communication can help to control the organizational
activity. The written document may be used as a tool for controlling.
 Easy to verify: The information and messages that are preserved can be verified
easily. If there arises any misunderstanding any party can easily verify the
information.
 Others: Clear understanding, Legal document, Acceptability, Reduction of risk,
Creating confidence, Easy circulation, Wide access or coverage etc.

Verbal Communication: Written- Disadvantages

 Expensive: Written communication is comparatively expensive. For this
communication paper, pen, ink, typewriter, computer and a large number of
employees are needed.
 Time consuming: Written communication takes time to communicate with others.
It is a time consuming media. It costs the valuable time of both the writer and the
reader.
 Red-Taoism: Red-Taoism is one of the most disadvantages of written
communication. It means to take time for approval of a project.
 Useless for illiterate person: It messages receiver is illiterate, written
communication is quite impossible. This is major disadvantage written
communication.
 Difficult to maintain secrecy: It is an unexpected medium to keep business secrecy.
Secrecy is not always possible to maintain through written communication. Because
here needs to discuss everything in black and white.
 Lack of flexibility: Since writing documents cannot be changed easily at any time.
Lack of flexibility is one of the most important limitations of written communication.
 Delay in response: It takes much time to get a response from the message receiver;
prompt response is not possible in case of written communication that is possible in
oral communication.
 Delay in decision making: Written communication takes much time to
communicate with all the parties concerned. So the decision maker cannot take
decisions quickly.
 Cost in record keeping: It is very difficult and expensive to keep all the records in
written communication.
 Complex words: Sometimes the writer uses complex words in writing a message. It
becomes difficult to meaning out to the reader. So the objectives of the
communication may lose.
 Lack of direct relation: If there is no direct relation between the writer and the
reader, writer communication cannot help to establish a direct relation between them.
 Other: Prompt feedback is impossible, Slowness, Bureaucratic attitude,
Understanding problem between boos and subordinates, lack in quick clarification
and correction, formality problem, lack of personal intimacy, etc.
B. NONVERBAL COMMUNICATION
Nonverbal communication is the sending or receiving of wordless messages. Such
gesture, body language, posture, tone of voice or facial expressions is called
nonverbal communication.

It is all about the body language of speaker.

It has three elements:

1. Appearance (speaker) - Clothing, hairstyle, neatness, use of cosmetics; Appearance
(surrounding) – room size, lighting, decorations, furnishings
2. Body language - facial expressions, gestures, postures
3. Sounds - voice tone, volume, speech rate

C. VISUAL COMMUNICATION

Visual communication, on the other hand, is the type of communication that uses
visuals to convey information and/or messages. Some examples are signs, symbol,
imagery, maps, graphs, charts, diagrams, pictograms, photos, drawings or
illustrations, and even various forms of electronic communication.

Visual communication now occupies an important place in any work environment.

For instance, during presentations, instructors, managers, doctors, lawyers, legislators
and the like use visuals to transfer data into digestible information. Very likely, they
have greater success in catching the attention of the audience making the latter easily
recall the information.

Verbal Communication: Visual- Advantages

It makes use of technology that provides apps( applications), videos and images that
rely less on the printed word making presentations more interesting. This leaves a
powerful effect on the audience and prospective clients.

Speakers/presenters should be mindful of the content of their presentation since

wrong and irrelevant information may lead to miscommunication. Likewise, they
should pay attention to graphic elements, such as position, color, size, shape and
orientation as all these play an important role in the presentation of slides. Audience
size should be considered as well when preparing slide presentations or other forms
of visuals.

Types of Communication according to Context This sub-section, context in

communication is referred to as composite of people interacting with each other.
Communication may also be classified according to context: (1) intrapersonal; (2)
interpersona.
A. INTRAPERSONAL COMMUNICATION

The Latin prefixes intra-means within or inside. Intrapersonal communication then

means talking to oneself. Some label it as self or inner talk, inner dialogue.
Psychologists call it with other names such as self-verbalization or self-statement.
Intrapersonal communication can be defined also as communication with one‗s self,
and that may include self-talk, acts of imagination and visualization, and even recall
and memory (McLean, 2005).
Communications expert Leonard Shedletsky examined intrapersonal communication
through the eight basic components of the communication process (i.e., source,
receiver, message, channel, feedback, environment, context, and interference) as
transactional, but all the interaction occurs within the individual (Shedletsky, 1989).
From planning to problem solving, internal conflict resolution, and evaluations and
judgments of self and others, we communicate with ourselves through intrapersonal
communication. All this interaction takes place in the mind without externalization,
and all of it relies on previous interaction with the external world.

B. INTERPERSONAL COMMUNICATION

Interpersonal communication can be defined as communication between two

people, but the definition fails to capture the essence of a relationship. This broad
definition is useful when we compare it to intrapersonal communication, or
communication with ourselves, as opposed to mass communication, or
communication with a large audience, but it requires clarification. The
developmental view of interpersonal communication places emphasis on the
relationship rather than the size of the audience, and draws a distinction between
impersonal and personal interactions.

Family for many is the first experience in interpersonal relationships, but as we

develop professionally, our relationships at work may take on many of the
attributes we associate with family communication. We look to each other with
similar sibling rivalries, competition for attention and resources, and support. The
workplace and our peers can become as close, or closer, than our birth families,
with similar challenges and rewards. To summarize, interpersonal relationships
are an important part of the work environment.
 LESSON 2:
THE PROCESS AND ELEMENTS OF COMMUNICATION
COMMUNICATION AS PROCESS
In a survey conducted by the Katz Business School at the University of Pittsburg, organizations
rated communication skills as the most important factor used in selecting their management staff.
The study found that oral and written communication skills were important in predicting job
success, as was the ability to communicate well with others in the workplace (Mtd Training,
2010).
This result makes sense after all since communication is innate to us. Therefore for us to be able
to communicate well is important. If we are not able to communicate well, the messages we send
get lost in translation (Mtd Training, 2010). Similarly, Bernales, Balon and Biligan (2018) stated
that when the flow of information is blocked for some reason or the parties cannot make
themselves understood, then communication fails.
So how do we communicate effectively? We must consider a deeper understanding of the
process and elements of communication. Communication process may be simple to complex
depending on the situation. To understand the process there is a need to know the elements or
components of the process.
ELEMENTS OF COMMUNICATION PROCESS
 Speaking and listening are vital elements of communication. Therefore, in any communication
situation, you are both speaker and listener. (Villamarzo, 2003)
 Eugene White (1960) mentions eight stages in the cycle of communication.
These are:
o Thinking o Receiving
o Symbolizing o Decoding
o Expressing o Reacting, and
o Transmitting o Monitoring
 Roman Jacobson mentions the following as components of communication:
o Addressor (speaker)
o Addressee (listener
o Context (situation)
o Contact o Code, and
o Message
 Gronbeck defines model as ―a picture or a representation of a thing or process that identifies
the key parts or elements and indicates how each element affects the operations of all of the
elements.
 Communication Model, therefore, is a sketch that shows the basic elements of the
communication process, and how each element affects the other elements in the entire
communication process as a system
COMPONENTS OF COMMUNICATION
1. SPEAKER/ SENDER
o A person who sends the message
o A sender makes use of symbols (words or graphs or visual aids) to convey the message
and produce required response.
o Sender maybe an individual or a group or an organization
o The views, background, approach, skills, competencies and knowledge of the sender
have great impact on the message.
o The communication process begins with the sender, who is also called the
communicator or source. The sender has some kind of information – a command, request,
or idea – that he or she wants to share with others. In order for the message to be
received, the sender must first encode the message in a form that can be understood and
then transmit it.
2. MESSAGE
o Is the key idea that the sender wants to communicate
o It is a sign that elicits the response of the recipient.
o Communication process begin with decoding about the message to be conveyed.
o It must be ensured that the main objective of the message is clear.
o Message is what you communicate verbally or non –verbally
o The message or content is the information that the sender wants to relay to the receiver.
It is relayed between the parties. Put all three together and you have the communication
process at its most basic.
o It also refers to the thoughts, ideas, or information that you convey to your listeners.
 Verbal delivery of messages includes:
 Elements of voice (rate, volume, pitch, and quality)
 Articulation, and
 Pronunciation

 Verbal message consists of three variables:

 Content (is everything you say about something: referential or relational) Ref- all relevant to
your topic; Rel – a suggestion of any relationship to your listeners
 Structure ( the pattern of organization you follow
 Style (how you express your ideas)
3. CHANNEL OR MEDIUM

o Is the means used to exchange or transmit the message

o The channel or medium is the language you use.
o The means through which the sender must choose an appropriate medium for
transmitting the message else the message might not be conveyed.
o It is also called channel, the medium is the means by which a message is transmitted.
Text messages, for example, are transmitted through the medium of cell phones.

4. RECEIVER OR LISTENER
o a person for whom the message is intended, aimed or targeted
o The degree to which the decoder understands the message is dependent upon various
factors such as: knowledge of recipient, their responsiveness to the message, and the
reliance of the encoder on the decoder.
o The person to whom a message is directed is called the receiver or the interpreter. In
order to comprehend the information from the sender, the receiver must first be able to
receive the sender‘s information and then decode or interpret it.

5. FEEDBACK

o Is the main component of the communication process as it permits the sender to

analyze the efficacy of the message?
o It helps the sender in confirming the correct interpretation of message by the decoder.
o Feedback maybe verbal or non-verbal.
o The communication process reaches its final point when the message has been
successfully transmitted, received, and understood.
o The receiver, in turn, responds to the sender, indicating comprehension. Feedback may
be direct, such as written or verbal response, or it may take the form of an act or deed in
response.
o The communication process is not always simple or smooth, of course. Two other
elements may affect how the message is transmitted, received, and interpreted.

6. NOISE

o This can be any sort of interference that affects the message being sent, received, or
understood. It can be as literal as static over a phone line or esoteric as misinterpreting a
local custom.
7. SITUATION or CONTEXT

o It refers to the time and place in which communication occurs

o This is the setting and situation in which communication takes place. Like noise,
context can have an impact of the successful exchange of information. It may have a
physical, social, or cultural aspect to it.
 THE COMMUNICATION PROCESS

 The goal of communication is to convey information—and the understanding of that

information—from one person or group to another person or group. This communication
process is divided into three basic components: A sender transmits a message through a
channel to the receiver. (Figure shows a more elaborate model.) The sender first develops
an idea, which is composed into a message and then transmitted to the other party, who
interprets the message and receives meaning. Information theorists have added somewhat
more complicated language. Developing a message is known as encoding. Interpreting
the message is referred to as decoding.

 The other important feature is the feedback cycle. When two people interact, communication
is rarely one‐way only. When a person receives a message, she responds to it by giving a reply.
The feedback cycle is the same as the sender‐receiver feedback noted in Figure 1. Otherwise, the
sender can't know whether the other parties properly interpreted the message or how they reacted
to it. Feedback is especially significant in management because a supervisor has to know how
subordinates respond to directives and plans. The manager also needs to know how work is
progressing and how employees feel about the general work situation.
 The critical factor in measuring the effectiveness of communication is common understanding.
Understanding exists when all parties involved have a mutual agreement as to not only the
information, but also the meaning of the information. Effective communication, therefore, occurs
when the intended message of the sender and the interpreted message of the receiver are one and
the same. Although this should be the goal in any communication, it is not always achieved.
 The most efficient communication occurs at a minimum cost in terms of resources expended.
Time, in particular, is an important resource in the communication process. For example, it
would be virtually impossible for an instructor to take the time to communicate individually with
each student in a class about every specific topic covered. Even if it were possible, it would be
costly. This is why managers often leave voice mail messages and interact by e‐mail rather than
visit their subordinates personally.
 However, efficient time‐saving communications are not always effective. A low‐cost approach
such as an e‐mail note to a distribution list may save time, but it does not always result in
everyone getting the same meaning from the message. Without opportunities to ask questions
and clarify the message, erroneous interpretations are possible. In addition to a poor choice of
communication method, other barriers to effective communication include noise and other
physical distractions, language problems, and failure to recognize nonverbal signals.
 Sometimes communication is effective, but not efficient. A work team leader visiting each
team member individually to explain a new change in procedures may guarantee that everyone
truly understands the change, but this method may be very costly on the leader's time. A team
meeting would be more efficient. In these and other ways, potential tradeoffs between
effectiveness and efficiency occur. (―The Communication Process,‖ n.d.)
The Communication Process
There are many communication models that can be used to visually describe different
communication situations. Here are some models that will allows us to get a deeper
understanding of the communication as process.
I. ARISTOTLE’S COMMUNICATION MODEL (1

Aristotle proposed the model before 300 B.C. He found the importance of
the audience role in communication chain. This model is more focused on public speaking than
interpersonal communication.
 Aristotle‘s Model of Communication is formed with five (5) basic elements, namely: 1.
Speaker, 2. Speech, 3. Occasion, 4. Audience, and 5. Effect.
Aristotle advises speakers to build speech for different audience on different time
(occasion) and for different effect.
II. ARISTOTLE’S MODEL OF COMMUNICATION (2) Aristotle defined
communication (called RHETORIC in his time) as ―the faculty of observing, in any given case,
the available means of persuasion.‖ The model shows the process which the speaker must follow
to communicate his idea or message to his intended listener. This process involves four steps:
1) A Speaker discovers some logical, emotional and ethical proofs;
2) He arranges these materials strategically;
3) He clothes the ideas in clear, compelling words; and
4) He delivers the resulting speech appropriately.
IMPORTANT SKILLS OF A SPEAKER The Aristotelian model seems to emphasize
four important ―faculties‖ or skills of a speaker, which he must use (observe) as a means of
persuading his listeners (audience) to act according to his please or intentions. These skills are as
follows:
1) Logical reasoning skills coupled with the ability to present ethical and emotional
proofs of ideas he advances or proposes;
2) Skills in organizing or positioning his speech materials strategically (or simply put,
the proper ordering or sequencing of materials in order to help the listener follow the speaker‘s
thoughts to an effective close or ending);
3) Skills in presenting his ideas/ messages in clear and compelling words; and
4) Skills in delivering his resultant speech in appropriate oratorical style (e.g. correct
pronunciation, volume of voice, rate of speed, gestures or body language, timing, etc.).
III. SHANNON’S MODEL
This model argues that communication can be broken down into 6 key concepts: sender,
encoder, channel, noise, decoder, and receiver. A later version of the theory by Warren Weaver
added a 7th concept (‗feedback‘) which changed the model from a linear to cyclical model
(Drew,
2020).
 It is known as the ―mother of all models‖ because of its wide popularity. The model is
also known as ‗information theory‘ or the ‗Shannon theory‘ because Shannon was the main
person who developed the theory. The model‘s primary value is in explaining how messages are
lost and distorted in the process of communication (Drew, 2020).
IV. SHANNON-WEAVER MODEL
Drew, C. (2020) explains that the Shannon-Weaver model follows the concept of communication
in a linear fashion from sender to receiver with the following steps:

1. Sender (Information Source)

The model starts with the sender. They are the person (or object, or thing) who has
the information to begin with (the ‗information source‘). The sender starts the
process by choosing a message to send, someone to send the message to, and a
channel through which to send the message.

A sender can send a message in multiple different ways: it may be orally (through
spoken word), in writing, through body language, music, etc.

2. Encoder (Transmitter) The encoder is the machine (or person) that converts the idea
into signals that can be sent from the sender to the receiver. The Shannon model was
 designed originally to explain communication through means such as telephone and
computers which encode our words using codes like binary digits or radio waves.

However, the encoder can also be a person that turns an idea into spoken words,
written words, or sign language to communicate an idea to someone.

3. Channel The channel of communication is the infrastructure that gets information

from the sender and transmitter through to the decoder and receiver. We sometimes
also call this the ‗medium‘.
4. Noise Noise interrupts a message while it‘s on the way from the sender to the
receiver. It‘s named after the idea that ‗noise‘ could interrupt our understanding of a
message. There are two types of noise:

internal and external. Internal noise happens when a sender makes a mistake encoding
a message or a receiver makes a mistake decoding the message. Here‘s the two points
where it can happen:

At the point of encoding (for example, when you misspell a word in a text message);
At the point of decoding (for example, when someone misinterprets a sentence when
reading an email)

External noise happens when something external (not in the control of sender or
receiver) impedes the message. So, external noise happens:

At the point of transmission through the channel (for example, when we‘re having a
conversation by a busy highway and the receiver is having trouble hearing over the
sound of cars)
One of the key goals for people who use this theory is to identify the causes of noise
and try to minimize them to improve the quality of the message

5. Decoder Decoding is the exact opposite of encoding. Shannon and Weaver made this
model in reference to communication that happens through devices like telephones.
So, in this model, there usually needs to be a device that decodes a message from
binary digits or waves back into a format that can be understood by the receiver.

If we‘re talking about direct communication between people without the use of
technology, there may still be a need for decoding. For example, you might need to
decode a secret message, turn written words into something that makes sense in your
mind by reading them out loud, or you may need to interpret (decode) the meaning
behind a picture that was sent to you.
6. Receiver (Destination) The receiver is the end-point of Shannon and Weaver‘s
original linear framework. This is the step where the person finally gets the message,
or what‘s left of it after accounting for noise.

Feedback occurs when the receiver of the message responds to the sender in order to
close the communication loop. They might respond to let the sender know they got
the message or to show the sender:

Whether they got the message clearly without noise How well they understand the
message Nonetheless, the ‗feedback‘ elements seems like a post-hoc add-on to the
model, and is the subject of a lot of criticism (see later in this article on
‗disadvantages of the model‘ for details).

V. BERLOS’ SMCR MODEL

Berlo‘s model follows the SMCR model. This model is not specific to any particular
communication.

Berlo‘s model includes a number of factors under each of the elements:

Source: The source is situated where the message originates.

Communication skills – It is the skill of the individual to communicate. For example,

the ability to read, write, speak, listen etc.

Attitudes – This includes attitudes towards the audience, subject and towards oneself.
For example, for the student, the attitude is to learn more and for teachers, it is to help
teach.

Knowledge– Communicating also means that the person needs to be knowledgeable

about the subject or topic. For e.g. a teacher needs to know about the subject in detail
that he or she teaches so that they can communicate properly such that the students
understand here.

Social system – The social system includes the various aspects of society like values,
beliefs, culture, religion and a general understanding of society. It is where the
communication takes place.

For example, classrooms differ from country to country just like people‘s behaviours
and how they communicate, etc.
Culture: Culture of a particular society also comes under the social system. According
to this model, people can communicate only if the above requirements are met in the
proper or adequate proportion.

Encoder: The sender of the message, from where the message originates, is referred
to as the encoder. So the source encodes the message here.

Message Content – The body of a message, from the beginning to the end, comprises
its content. For example, whatever the class teacher teaches in the class, from
beginning to end, is the content of the message.

Elements – It includes various things like language, gestures, body language, etc.
They constitute all the elements of a particular message. Any content is accompanied
by some elements.
Treatment – It refers to the packing of the message and the way in which the message
is conveyed or the way in which it is passed on or delivered.

Structure– The structure of the message refers to how it is arranged; the way people
structure the message into various parts.

Code– The code of the message refers to the means through which it is sent and in
what form. It could be, for example, language, body language, gestures, music, etc.
Even culture is a code. Through this, people give and receive messages and
communication takes place.

Channel– It refers to the five sense organs. The following are the five senses:
 Hearing
 Seeing
 Touching
 Smelling
 Tasting Communication occurs through one or more of these channels.

Decoder: The person who receives the message and decodes it is referred to a
decoder.
Receiver: The receiver needs to think all the contents and elements of the source, so
as to communicate/responds to sender effectively.;
Berlo’s model believes that for effective communication to take place, the source and
the receiver need to be on the same level. Only then communication will happen or
take place properly. Hence, the source and the receiver should be similar. For
example, if the communication skill of the source is good, then the receiver should
have equally good listening skills. It cannot be said that the receiver does not receive
the whole message because even though he may receive it, but may not be able to
interpret its meaning. For effective communication, the source and the receiver need
 to be on the same level. Note: Self-image differs from person to person. For
communication, the person should consider the receiver, speak accordingly and give
them what they need.

Criticism of Berlo’s SMCR model of communication:

1. There is a lack of feedback. The effects are practically unknown.
2. It does not mention the barriers to communication.
3. There is no room for noise.
4. It is a rather complex model.
5. It is a linear model of communication.
6. It requires people to be on the same level for effective communication to happen.
However, that rarely happens in everyday life.
7. The main drawback of the model is that it omits the usage of sixth sense as a
channel of communication, which is an asset to human beings (thinking,
understanding, analyzing etc.)

VI. SCHRAMM’S MODEL, 1954

Janse (2019) in his article explains that the Schramm Communication Model is a cyclical
communication model containing all basic principles of communication. The Schramm
Communication Model offers a classic approach to and explanation of communication. It can be
used to determine how communication between two people works when they‘re exchanging
information, ideas, or attitudes.
The cyclical communication model is based on the theory and belief that communication is a
two-way street. This means there‘s at least a sender and a recipient. The model contains at least
one other element as well; the message itself. Usually communication takes places along the
traditional path with a wasteful recipient and sender. The recipient and sender can also be one
and the same. This is called intra-personal communication. The former is called interpersonal
communication. Where several other models and theories about communication are linear in
nature, the Schramm Communication Model is circular. This means at least two parties are
required to send and receive a message. Both the sender and the recipient have to encode and
decode the message to interpret the message correctly.
Wilbur Schramm published the circular communication model in 1954, several years after
Lasswell‘s communication model was published. Schramm wrote and spoke about the
communication model—based on the model by Charles Egerton Osgood— in his book ‗The
Process and Effects of Mass Communication‘. He later made some changes, including
introducing the field of experience, or commonality. This refers to 49 what is mutually
understood between the recipient and the sender. A physics professor can teach mathematical
principles to a class of psychology students, but it won‘t be easy as the students don‘t share a
field of experience that would have made it easier to understand the message.
Three Elements
According to the Schramm Communication Model, communication is circular and the sender
and recipient of the message can be the same person. A message is encrypted and passed on to
the same person or to a different person. It is up to the recipient to decrypt the message, interpret
it, and then encode it again before sending the message to a new recipient (circular). There is no
fourth element, such as the in Berlo‘s SMCR communication model.
Source (Encoder)
The source of the message is the sender; the party who sent the message. The source has to be
clear when sending the message and has to be able to show why it is important that the recipient
reads it. This is why the sender of a message has to make sure that the information he is
providing is useful, relevant, and accurate. In order to ensure that the recipient can properly read
the message, it has to be encoded. This means it is necessary for the recipient to know the sender.
The success of the attempt at communication will depend on the ability to bring across the
information in a simple but clear way. The way in which the message is encoded is influenced by
cultural aspects, perceptions, knowledge, attitudes, experiences, and skills.
Recipient (Decoder)
The recipient of a message is the person or group to whom the message has been sent. Whether
the recipient is able to decode the message depends on a number of factors. For instance, how
much does the individual know about the topic of the message, but also how open are they for a
message and do they trust the source. The interpretations of the recipient are influenced by
cultural aspects, perceptions, knowledge, attitudes, experiences, and skills as well.
Decoding a message is a psychological process. After the message has been received, the
stimulus is immediately sent to the brain for interpretation. This is where the message is given
meaning, if at all. This processing phase is also called decoding. Communication is successful
when the recipient correctly interprets the message from the source.
Message
In the studies of rhetoric and communication, a message is defined as information. This
information is communicated through words or other characters and symbols. A message, either
verbal or non-verbal, is the content of the communication process and plays an important role in
the Schramm Communication Model. A message may contain verbal content, such as speech,
sign language, emails, WhatsApp messages, or phone calls. A message can also consist of non-
verbal content, such as behavior, gestures, body language, eye contact, physical contact, timing,
and even artifacts.
Feedback and Organizations
Although it‘s not clearly indicated in the Schramm Communication Model, recipients play an
important role throughout the communication process. They are not only supposed to absorb the
message, but they also receive the message and respond to it. The reply from the recipient to the
sender‘s message is called feedback. Feedback can be both verbal and non-verbal. Sometimes
it‘s a verbal response, sometimes it‘s just a sigh or a nod.
Feedback is often expressed in writing, an email for instance. Feedback is therefore a way to
measure how the audience has received the message. This enables the sender to improve the
effectiveness of the way messages are composed and sent. If the audience doesn‘t understand the
message, the source of the message can refine it based on the feedback. It‘s essential for effective
communication in an open communication environment to offer the opportunity to provide
feedback. A manager in a business environment should therefore create an atmosphere that
stimulates feedback. Questions such as ‗Do you get it?‘ and ‗What do you think?‘ should be
asked a lot more regularly. Moreover, organizations can gather feedback from employees in
countless ways; surveys, open-door policy, newsletters, memos, and meetings.
Universal Law of Communication
One of the first people who came up with a communication theory was Aristotle. A number of
thinkers followed in his footsteps, including Lasswell, Berlo, and Shannon & Weaver. There is
one universal law of communication that applies to all these theories, and it was written by S.F.
Scudder in 1980. Scudder wrote that all living beings on planet earth have the ability to
communicate. Communication takes place through different means, such as physical changes,
language, breathing, movements, sounds, or by changing color. In this law of communication,
Scudder emphasized that communication was an essential survival tool for creatures, as well as
enabling them to share information about their presence and conditions. According to the
universal law of communication, communication is used to express biological needs as well as
feelings, thoughts, and other kinds of information that are necessary to bring across the condition
of a living creature.
As in the Schramm Communication Model encoding and decoding also happens in the universal
law of communication. In this law the recipient does the decoding. The universal law of
communication also states that the communication process can be interrupted in a number of
ways. The reason for this is barriers. Barriers can alter the meaning of a message and lead to the
recipient interpreting it incorrectly.

ACITIVITY#1
Direction: Define the following words base on your own understanding from the previous
lessons and give a scenario.
1. Communication
Definition:_________________________________________________________
_______________________________________________________________
Scenario:__________________________________________________________
_________________________________________________________________

2. Non verbal communication

Definition:
__________________________________________________________________
__________________________________________________________________
Scenario:__________________________________________________________
______________________________________________________________
3. Verbal Communication:
Definition:_________________________________________________________
_______________________________________________________________
Scenario:__________________________________________________________
_____________________________________________________________
4. Written Communication
Definition:_________________________________________________________
_________________________________________________________________
Scenario:__________________________________________________________
_________________________________________________________________
 5. Visual Communication
Definition:_________________________________________________________
_______________________________________________________________
Scenario:__________________________________________________________
___________________________________________________________

ACTIVITY#2
Direction: Give whose concept is being reffered to.Choose your answer below.
Other Concepts of Communication
1. _________ – Communication is the sum of all things (telling, listening and understanding). It
is a systematic activity under any given circumstances.
2. _________ – Communication is the transferring of information from one person to another
whether or not he/she elicits that confidence.
3. _________ – Communication is the exchange of ideals, feelings, and emotions between two or
more persons.
4. _________ – The purpose of passing information and understanding between two persons…
without the bridge of communication no one can cross the river of understanding.
 Allen Louis
 George Terry
 Henry Kuntz
 Keith Davis

ACTIVITY#3
Direction: Choose one among the model of communication and creat your own model of
communication compare your model from the chosen one.
ACTIVITY#4
Direction: Give your insights about the following and give an example .
1. Source (Encoder)
Insights
:_______________________________________________________________________
______________________________________
Example:_______________________________________________________________
_______________________________________________________________
2. Recipient (Decoder)
Insights:________________________________________________________________
________________________________________________________________
Example:_______________________________________________________________
____________________________________________________________
3. Message
Insights:________________________________________________________________
___________________________________________________________________
Example:_______________________________________________________________
___________________________________________________________________
4. Feedback and Organizations
Insights:________________________________________________________________
_____________________________________________________________________
Example:_______________________________________________________________
____________________________________________________________________
5. Universal Law of Communication
Insights:________________________________________________________________
____________________________________________________________________
Example:_______________________________________________________________
__________________________________________________________________
ACTIVITY#5
Direction: Tell us whose model of communication is reffered to and explain the model.

1.

2.
3.

4.
5.

6.