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Unit 1: Communication Processes, Principles and Ethics

1.0 Intended Learning Outcomes

After working on this unit, you should be able to:
a. Identify the importance of communication in society;
b. Communicate in an ethical manner; and
c. Apply ethical principles to the communication process.

1.1 Introduction
Hello! Welcome to your course on GE 4 Purposive
Communication! Are you excited?
Communication is a human act of sending and
receiving of messages where interpretations are normally
constructed in the process. Communication is a natural
activity of people. We are always engaged in almost all sorts
of communication. As Watzlawick (1976 in Oyvind, et al.,
2011), a communication expert, aptly wrote, “One cannot communicate.”
Apparently, all human beings are wired for communication activities in one’s
lifetime.
Studying communication therefore enables us to have a good grasp of this
unavoidable human activity and hopefully makes us good and responsible
participants. By being good participants means that as senders and receivers of
messages, a common understanding is achieved, resulting in a successful
communication.
Are you ready to learn more about communication and its process? Good! I
know you want nothing but to be good or better communicator. Let’s begin!

1.2 Topics/Discussion (with Assessment/Activities)

1.2.1 Communication Process

What then is Purposive Communication?

Purposive Communication is an
intentional communication that happens within
the bounds of specific contexts.

Context. Communication happens in

specific contexts. Context includes settings or
environment (family, school, workplace, religious
communities); social relations (friends, husband and
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wife, parent and child, colleagues/boss-subordinate in the office); scenes which

include place, time, and occasion (business meeting, job interview, social gathering –
parties, weddings, etc.); and culture (history, tradition, beliefs, norms, values).
Contexts are vital considerations in our communication acts since they affect
the process of sending and receiving of messages; semantics or meanings; choice of
channels, words and methods of delivery. Communication therefore must be
suitable to the specific context hence should be intentional or purposive. ‫׀‬
It is therefore logical to explain purposive communication as a
communication applied in a specific setting, environment, scene, social relations and
culture.
In your Oral Communication course in senior high school you were
introduced to the different elements (sender, receiver, message, barriers/noise,
channels, feedback), models (linear, interactional and transactional) and functions
(social interaction, information, emotional expression, motivation, and regulation) of
communication. It is advisable to do a review of these communication principles so
that in this course we can already focus on expanding our knowledge of the field
and immerse ourselves in various contexts wherein these communication events
occur.
Did you understand now what purposive communication is? Just remember,
we communicate or interact for a variety of reasons or purpose. When you engage in
the process, remember your purpose.
Now, we go to the communication process.

What is Communication as a Process?

Communication is a process whereby people create and transmit meaning
through the exchange of verbal and nonverbal messages in a particular context
(Oetzel, 2009:11).
Since communication is a process, it is something continuous (e.g. an
argument that is extended for several months, an exchange of messages between
officemates, etc.). There are times however that that we terminate our
communication with someone or a group when we already lose the purpose or goal
in communicating with the participant/s. Nevertheless, even if one does not
anymore consciously make an effort to converse or interact with the other person,
this is still an act of communication as this sends messages such as “I don’t want to
associate with you anymore…” or simply “There is no more reason that we should
be talking.” Hence, communication may not have a definite end.

How was it? It is simple and understandable. Agree? Okay, since you did
well, try the exercise below.
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Exercise No. 1
Directions: Answer the following questions. Write your answers in the space
provided.
1. In your perspective, why is the study of communication relevant to your life
and to your future profession?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

2. Do you agree that communication is something that does not have a definite
end? Support your answer.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

BREAK…
Time to sit back and relax.

1.2.2 Principles of Communication

You all know that communication is a process of

sending and receiving information among people. Humans
communicate with others not only by face-to-face
communication, but also by giving information via the internet
and printed products such as books and newspapers. Many
people believe that the significance of communication is like the
importance of breathing. Indeed, communication facilitates the spread of knowledge
and forms relationships between people.

But what are the principles of communication? Principles of Communication,

too, is important so you may be guided as a participant in the process. Remember,
you want to spread accurate knowledge and build good relationships. So, you may
now begin.
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 Sender
The sender of the message is a highly important element being the source of
the idea. As the sender, it is expected that one possesses the skills required in
transmitting messages. These skills could include the ability to use the language that
the receiver understands. For instance, it will be inept to use the English language if
your audience is keener on using their local language in a Philippine or Asian
setting. Along with using the appropriate language is the application of linguistic
features such as correct grammar, phonetics (for spoken messages); choice of words
or jargons for an appropriate audience; sentence construction; and discourse
competence. This part will be elaborated in the discussion on Communication
Competence.
The sender’s credibility is of great importance as well. People will more likely
reject a message if the sender is proven to be unreliable. The message will only be as
good and valid as its source.

 Delivery
This is an equally important skill that a sender should be able to exhibit
properly. In oral communication, this could include good voice projection, use of
appropriate eye contact, proper articulation of words, and emphasis on important
words. Delivery could also include using the appropriate intonation in order to
avoid misunderstanding on the part of the listener/receiver or conflict between the
interlocutors. For instance, a high pitch intonation or an overly emphatic tone might
be offensive to a listener; hence, the speaker should be mindful of the manner of
delivery.

 Receiver
Receivers of messages must have good listening and comprehension skills.
Good listening requires one to focus on what is conveyed and as much as possible
eliminate all possible distractions or noises (physical, environmental, psychological,
emotional) that would hinder one from understanding the message. On the other
hand, good comprehension skills necessitate sharpness of cognition, which can be
achieved through continuous studies and acquisition of information and knowledge.
Also, the receiver’s prejudice could possibly affect one’s receptiveness
towards the message. For instance, if a receiver dislikes the sender, the former is
more likely to be skeptical towards whatever message the latter relays. It is therefore
advisable to listen/read objectively and set aside biases to avoid erroneous
interpretations.
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 Message
For messages to be accurately understood and positively received, the C’s in
communication may be followed.
Courtesy. Another word for courtesy is politeness. Usage of polite words and
tone means one respects the receiver of the message. Tact and diplomacy in
communication is always appreciated and this approach will normally beget a
positive reply. Developing the “we” attitude, using positive words instead of
negative, being considerate of the feelings of the receiver, selecting gender-free terms
and responding promptly to important messages are ways to demonstrate courtesy.
Clarity. This may involve correct word usage, grammar, pronunciation,
sentence, construction and delivery. Messages which are unclear oftentimes do not
achieve their desired effect.
Conciseness. Lengthy messages can result in information overload and
overwhelm listeners/readers of messages. Conciseness is ‘saying what needs to be
said in as few words as possible’. To display conciseness, flowery languages, which
normally include unnecessary words must be avoided. Remember, our goal is to
communicate and not to impress our listeners/readers with our lengthy discourse.
Concreteness. This refers to being specific. To demonstrate concreteness,
providing examples whenever necessary makes a message more comprehensible.
Completeness. To avoid ambiguity, messages should not leave out important
details that a receiver expects to know such as answers to the What, Who, When,
Where, Why & How questions.

 Feedback
Messages in communication will always have an effect on the receiver. There
are messages that trigger positive reactions and at times negative depending on the
kind of message relayed, how it is communicated and how it is interpreted. It is
therefore important to know the feedback of our audience/s (listener/reader) in
order to make the necessary clarifications and revisions of our messages.

 Channels
The 21st century has introduced communication technologies (smart phones,
tablets, computers) as popular channels in addition to the older forms such as
traditional telephone, radio, television and printed texts (books, newspapers,
magazines, journals, posters, etc.)
The choice of a channel may depend on the availability, practicality, and its
impact on the receiver. For instance, in communication with our loved ones abroad,
using our smart phones, tablets, or computers are deemed practical and convenient.
For those living in areas where Internet connection is unavailable, traditional
telephones are still very useful. In the acquisition of information on the other hand,
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many rely on printed texts. Television has also been a popular channel for
information and entertainment while radio remains popular especially in certain
areas of provinces.

There you have it, the principles of communication. Please do not forget the
sender and the receiver’s role in the communication process. Also, keep in mind the
details about the Delivery, Message, Feedback, and Channel. Wrong use of any of
these will cause a communication breakdown and you don’t want that to happen, do
you? Good job! Now you are ready to answer the assessment. You can do it!

Exercise No. 2
A. Directions: Answer the following questions. Write your answers in the space
provided.

1. What is the role of a sender of messages?

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
2. What happens when the receiver cannot decode the message? Explain.
___________________________________________________________________________
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___________________________________________________________________________
___________________________________________________________________________

B. Directions: Analyze the narrative essay below. Show in a diagram the

communication process that transpired.

Sofia Joy wants to remind her husband, Fredo, to stop by the grocery store
after office work to buy S-26 milk for their little baby. He texts back, then show up at
home with a gallon of S-26 in can. But something’s amiss: Fredo instead bought
chocolate milk, but Sofia Joy wanted the milk for their baby.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

BREAK…
Read a book and sip a coffee.
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1.2.3 Ethics in Communication

Yehey! You are down to the last sub-topic for this chapter. You are an
amazing learner! Keep it up! Now, you may start the lesson on the Ethics in
Communication. What is it?

It is the notion that an individual’s or group’s behavior are governed by their

morals which in turn affects communication. Generally speaking, communication
ethics deals with the moral good present in any form of human communication. This
includes interpersonal communication, mass mediated communication, and digital
communication. Communication ethics concerns not only the individual, but is of
great concern to businesses, corporations, and professional entities. A business with
unethical communication practices is not as effective as one with ethical
communication practices.
There are a lot more to learn about Ethics in Communication so brace
yourself. Here, it goes!
Dear learner, the term ethics comes from the Greek word ethos, which means
custom, habit, character or outlook. Albeit peoples from different cultures vary in
their moral philosophies, people in general expect to be treated with dignity,
fairness, respect or with basic courtesy in their communication encounters.
Regardless of an individual’s moral principle (relativistic), ethics in
communication can take a universal approach, which can be displayed in several
ways including but not limited to the following:

1. Adhering to the golden rule or the platinum rule. The golden

rule asserts to always treat others in the same way you want to be
treated while the platinum rule according to Bennett (1980) stresses
on treating others the way they wish to be treated. Ethical
communicators address people of other cultures with the same
respect that they would like to receive themselves (Jandt,
2013:37).

2. Considering the feelings of the receiver. Humans are not

only cognitive but also emotional beings. If we are less careful with our
words, tone, and non-verbal gestures, people could be negatively affected. To
be ethical in communicating with others, it will be best to maintain tact and
diplomacy in our communications.
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3. Acknowledging the source of idea & information. Sources of ideas and

information should be acknowledged appropriately at all times. It is unethical
and unlawful for someone to convey other people’s intellectual property
without recognizing the author’s names or organizations.

4. Speaking the truth. This is a universal rule. Unfortunately, there are also those
who (for whatever reason) seem to enjoy propagating falsehood. Take for
instance the abundance of fake news or what others call alternative facts on
the Internet. Obviously, this is a violation of communication ethics and
should be stopped by all means.

That ends Module 1! You did a very good job! Please don’t forget to apply all
the ethical principles in any of your communication engagement. Being courteous
and respectful in an interaction speak volume of who you are as a person and as a
communicator. Good luck! Now, please answer the assessment because I know that
you can do this and more!

Exercise No. 3
A. Directions: Choose one from the following communication situations that you
would like to discuss. Explain what ethical thing would you do in such situation.
Answer in another sheet of paper.

1. Your bestfriend confided to you that he/she is already in a relationship but

wanted you to keep this as a secret since his/her parents do not allow
him/her yet to get involved in a romantic relationship. One day your best
friend’s mother called you up to confirm a rumor about your bestfriend
having a boyfriend/girlfriend. What answer will you give your bestfriend’s
mother? What do you think is the best thing to do?

2. Some of your classmates have spread bad rumors about one of your close
friends. You are not sure whether the gossip is true or not. What would you
tell your classmates? How about your close friend?

3. One of your friends is ranting on FB and is trying to harshly hit on someone

he/she happens to dislike a lot. You wanted to support your friend’s
statement by simply liking the post knowing that this can only be seen by
your group of friends and that you are not saying anything in addition to
your friend’s offensive post. Is it acceptable to “like” the post? Is this a form of
cyber bullying? Explain your answer.
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B. Directions: Research an issue in ethics in the context of cyber communication.

Explain how this issue can be resolved. Write your response in another sheet of
paper.

1.3 References

Ariola, M. M. (2018). Purposive Communication. Unlimited Books Library Services &

Publishing Inc.

Magan, R. G., et al. (2018). Purposive Communication in the 21st Century. Mindshaper
Co., Inc.

1.4 Acknowledgement

The images, tables, figures and information contained in this module were taken
from the references cited above.