Republic of the Philippines NUEVA

VIZCAYA STATE UNIVERSITY

Bayombong, Nueva Vizcaya

INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021
College: ARTS AND SCIENCES
Campus : BAYOMBONG CAMPUS

DEGREE GE PROGRAMS COURSE NO. GE COMM

PROGRAM
SPECIALIZATION COURSE TITLE PURPOSIVE COMMUNICATION
YEAR LEVEL FRESHMEN TIME FRAME 3 Hrs WK NO. 1-3 IM NO. 01

I. UNIT TITLE/CHAPTER TITLE

CHAPTER 1

II. LESSON TITLE

COMMUNICATION: TYPES AND ELEMENTS OF COMMUNICATION, PROCESSES,

PRINCIPLES, ETHICS AND FUNCTIONS

III. LESSON OVERVIEW

In this chapter, students will be introduced to the various definitions of communication provided by
experts in the field. Also, it gives students a background on the importance of communication one’s life,
especially in their academic life.

Students will hopefully appreciate and understand deeper the nature of communication, the role of
communication in a person’s life and know how to effectively use communication to better relationships.

IV. DESIRED LEARNING OUTCOMES

1. Identify the types of communication in relation to mode, context, purpose, and style.
2. Explain the various communication models.
3. Discuss the value of communication in enhancing one’s personal and professional
relationships
4. Recognize the importance of a code in ethics in communication

V. LESSON CONTENT

1. Definition and process of communication

2. Elements of communication
3. Models of communication
4. Ethics and Principles of communication
5. Functions of Communication

Topic 1 Introduction
=========================================================================

Imagine the world without communicating with each other. What could
happen? Write your thoughts on the most extreme situation that can happen.

___ _______________________________________________________

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Bayombong, Nueva Vizcaya

INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021
Definition of Communication

Definition of Communication – (from Julia T. Wood, Communication Theories in Action, 1997;

California: Wadsworth Publishing Company)

Communication is a process, which means it is ongoing and always in motion. It’s hard to tell
when communication starts and stops, since what happened long before we talk with someone may
influence interaction, and which occurs in a particular encounter may have repercussions in the future.
Communication as a process means it is always in motion moving ever forward, and changing
continuously. We cannot freeze communication at any one point in time.

Communication is also systematic, which means it involves a group of interrelated parts that
affect one another. The physical environment and the time of day are elements of the system. To
interpret communication, we have to consider the entire system in which it takes place.

The third key idea in the definition of communication is symbols, which are abstract, arbitrary,
and ambiguous representations of other things. Symbols include all of language and many nonverbal
behaviors, as well as art and music. Anything that abstractly signifies something else can be a symbol.
We might symbolize love by giving someone a ring, saying “I love you,” or taking someone out for a
special dinner. Communication is symbolic in such that we should not interpret words alone when we
communicate. The tone of voice, the choice of words, the actions of a person speaking are all examples
of symbols that we should factor in when we communicate.

Do you know that your choice of perfume (your smell) tells something about your personality,
your health, your hygiene, your status in life? Teenagers or young people tend to wear
fruity or sweet smelling perfumes. Wealthy people go for branded, expensive and limited edition
perfumes, and etc.

Finally, our definition focuses on meanings, which are the heart of communication. We create
meaning typically in the process of communication. We talk with others to clarify our own thoughts,
decide how to interpret nonverbal behaviors, and put labels on feeling and hopes to give them reality.
In all of these ways, we actively construct meaning by working with symbols.

Elements of Communication

• People – the participants in communication act

• Message – the content of the communication act
Messages may be sent and received through both verbal and nonverbal models or
channels. Means by which a message is communicated. When you pick up the phone to
call a friend, the telephone is the channel. Public speakers may use one or more of
several channels, The choice of channel will affect the message received by the audience
- Messages may be sent and received through both verbal and nonverbal models or
channels. Thus, we sight messages, taste messages, smell messages, and touch
messages. Effective communicators are adept at switching channels because they
recognize that communication is a multichannel experience.

• Noise – anything that interferes with or distorts out the ability to send or receive messages.
Anything that can disrupt the flow of communication. It is also called a barrier in communication.
Ex: a loud music from the neighbor can interfere with your conversation over the phone;
slow internet connection can distort video messaging with a friend; a sudden brown out while
delivering a speech is a also a noise..

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INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021
➢ Physiological-Impairment Noise - Physical conditions such as deafness or blindness can
impede effective communication and interfere with messages being clearly and accurately
received.
➢ Environmental Noise - noise that physically disrupts communication, such as very loud
speakers at a party or the sounds from a construction site next to a classroom.
➢ Semantic Noise - Semantic noise refers to when a speaker and a listener have different
interpretations of the meanings of certain words. For example, the word “weed” can be
interpreted as an undesirable plant in a yard or as a euphemism for marijuana.
➢ Syntactical Noise - Communication can be disrupted by mistakes in grammar, such as an
abrupt change in verb tense during a sentence.
➢ Psychological Noise - Certain attitudes can also make communication difficult. For instance,
significant anger or sadness may cause someone to lose focus on the present moment.

• Context – the communication settings, this refers to the surrounding/environment that helps shape
the interaction between and/or among individuals. Contexts can be viewed through the following
types:
➢ Physical context - location of the communication episode
➢ Social context – determines the type of participants in the communication act and the
nature of relationship existing between or among the communicators
➢ Psychological context – refers to the moods and feelings each participant bring in the
act of communication
➢ Cultural context –shared beliefs, values, behaviors, of the participants that affect
communication acts
• Feedback – the response we get during the communication act
• Effect – influences derived from the communication process

Process of Oral Communication

1. Encoding - is everything that goes inside the brain of an individual.

- involves the sender who, grounded by communicative intentions and goals, decides on assigning
codes.
- is a systematic arrangement of symbols used by individuals to create meaning.

2. Transmission - is the process by which the sender, having assigned codes to come up with thought
symbols (message) that are also comprehensible by the participant/s of the communication,
transmits or sends message to its recipient.

3. Receiving - Having been submitted through sound waves and light waves, the comes from the sender
then reaches the receiver. It is assumed that the receiver’s attention is focused on the communication at
hand to facilitate better understanding of the message transported by the sender.
4. Decoding - is the process by which the receiver interprets or assigns meanings to the codes
transported by the source. The receiver tries to give meanings to these symbols which may be literal or
may give associations depending on knowledge and/or experience.

5. Responding - response is anticipated by the sender from the receiver.

TOPIC 2: Types of Communication

Types according to Mode
1. Verbal and non-verbal
2. Visual communication uses signs, symbols, imagery, maps,

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INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021
graphs, charts, diagrams to convey information. Visuals have greater success in catching attention. Thus,
graphic elements in presentations such as color, size, shape, number of words, design in must be
considered with care.

Communication mode refers to the channel through which one uses to express his intent.
• Face-to-face
• Video (Skype, Facebook messenger, Viber, WhatsApp, Apple FaceTime)
• Audio (Telephone, voice message, voice mail)
• Text-based ( e-mail, facsimile, text messaging,, social networking sites such as
network sites such as Facebook, Twitter, and Instagram)

B. Types according to Context

1. Intrapersonal Communication means talking to oneself. Some label it as self or inner talk,
inner monologue or inner dialogue. Psychologists call it with other names as self-verbalization or self-
statement.

Interpersonal Communication is an interactive exchange between or among interlocutors. It is

meant to establish or deepen one’s relationship with others. However, if the objective is to achieve
something at the end of the conversation, it becomes transactional.

2. Extended Communication involves the use of electronic media to include tele, audio and
phone conferencing; video conferencing; Skype calls; and other technological means.

3. Organizational Communication focuses on the role that communication plays in organizational

context. For an organization to be successful, a system of communication should be put in place. A set of
rule or standards for communication protocol should be clear so that interaction patterns are established.
On the part of the individual, he/she should be equipped with the needed oral and written communication
skills that the organization expects him/her to possess.

C. Type according to Purpose and Style

1. Formal communication employs formal language delivered orally or in written form. Lectures,
speech, research and project proposals, reports and business letters, among others are all
considered formal situations and writings.

2. Informal Communication does not employ formal language. It involves personal and ordinary
conversations with friends, family members and acquaintances. The purpose is to socialize and
to enhance relationships.

TOPIC 3: The Communication Process

Communication has certain elements and follows a process. In the diagram, notice
that the sender encodes a message that the receiver decodes. If the message is well
received, the receiver in turn sends a feedback or a response. In some situations,
there are barriers or disturbances that disrupt communication.

To make you an effective verbal communicator, you should be a communicator who:

• Clarifies
• Listens
• Encourages empathically
• Acknowledges
• Restates/repeats

To make you an effective nonverbal communicator, you should be a communicator who:

• Relaxes
• Opens up
• Leans toward the other person
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Bayombong, Nueva Vizcaya

INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021
• Establishes eye contact
• Shows appropriate facial expressions

Channel
Barrier

SENDER Barrier RECEIVER

(encodes) (decodes)

Feedback/Response
Effective communication requires the message to be:
• Clear and concise
• Accurate
• Relevant to the needs of the receiver
• Timely
• Meaningful
• Applicable to the situation

Effective communication requires the sender to:

• Know the subject well
• Be interested in the subject
• Know the audience members and establish a rapport with them
• Speak at the level of the receiver
• Choose an appropriate communication channel

The channel should be:

• Appropriate
• Affordable
• Appealing
The receiver should:
• Be aware, interested, and willing to accept the message
• Listen attentively
• Understand the value of the message
• Provide feedback

Communication Models
1. Aristotle’s Model

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INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021

2. Laswell’s Model

3. Shannon-Weaver’s Model

4. David Berlo’s Model

We meet different people in different situations. The context, the mode and the type differ in every
situation. Also, there may be barriers in communication that can disrupt the success of communication.

Barriers to communication
• Language
• Values and beliefs
• Sex/gender and age
• Economic status
• Educational level
• Physical barriers
• Attitude
• Timing
• Understanding of message
• Trust

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VIZCAYA STATE UNIVERSITY
Bayombong, Nueva Vizcaya

INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021
TOPIC 4: Functions of Communication

In every communication situation, there is always a purpose. For example, teachers speak to
students to impart knowledge, motivational speakers upload their speeches to inspire their viewers and
politicians lay down their platforms to encourage people to vote for them. The following are some of the
functions of communication:

1. Informative Function
We want to inform other people of what we know – facts, information, and knowledge. In school, most of
our speaking activities are directed to get and give information to develop or improve our knowledge and
skills.

2. Instructive Function
Many times, older people who hold important information, and those in higher rank communicate to
instruct people on what to do, when and where to do them, and on why and how to do them.

3. Persuasive Function
You may find yourself wanting to influence the opinion of others to believe and accept your stand or claim
on an issue or problem; so, you think of strategies on how to persuade them to change their perspectives
or opinion.

4. Motivation Function
We communicate to entice and direct people to act and reach their objectives or goals in life.
In the process, we use positive language to make them realize that their actions lead them to something
beneficial for their being.

5. Aesthetic Function
We use communication for pleasure and enjoyment.

6. Therapeutic Function or Emotional Expression

Communication is curative and serves to maintain good health.
Sometimes, talking to a person does not mean asking for his help; we talk to another person merely to
vent our feelings. After we talk, we find ourselves in a much better condition.

7. Regulation or Control
People use communication to maintain control over other people’s attitude and behavior.
Your parents use it to guide, inspire, or reprimand you when you seem to lose control over your schedule,
studies, and relationships, among others.

8. Social Interaction
Communication helps us start, maintain, regulate, or even end relationships with other people.
We usually establish a positive climate at home, in school, and in the workplace by greeting the people
around us and by exchanging pleasantries with them.

TOPIC 5: Ethics in Communication

It is important to note that one’s behavior should be regulated by honesty, decency, truthfulness,
sincerity, and moral uprightness.

1. Establish an effective value system that will pave way for the development of integrity as a
person. One’s behaviour and decision-making style affect, in turn, the operation of an
organization.
2. Provide complete and accurate information. Data should always be contextualized and correct.
3. Disclose vital information adequately and appropriately. Never conceal or hide information for
the purposes of transparency.

Ten Ethics in Communication

Deidre D. Johnston (1994) pointed out ten ethics I communication that you should hear in mind to
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 Republic of the Philippines NUEVA
VIZCAYA STATE UNIVERSITY
Bayombong, Nueva Vizcaya

INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021
avoid being labeled “unethical” (as cited in Chase & Shanmo, 2013, pp.140-141).

1. Mutuality - Pay attention to the needs of others, as well as yours.

2. Individual dignity - Do not cause another person embarrassment or a loss of dignity.
3. Accuracy – Ensure that others have accurate information. Tell them everything they have a
right and need to know, not just what is true.
4. Access to information – Never bolster the impact of your communication by preventing
people from communicating with one another or by hindering access to the supporting
information.
5. Accountability – be responsible and accountable for the consequences of your relationships
and communication.
6. Audience – as audience or receiver of the information, you also have ethical responsibilities. A
good rule of thumb is the “200% rule” where both the sender and the receiver have full or 100%
responsibility to ensure that the message is understood, and that ethics are followed. This is
100/100 rule, not 50/50 rule.
7. Relative truth – as either sender or receiver of information, remember that your own point of
view may not be shared by others and that your conclusions are relative to your perspective, so
allow others to respectfully disagree or see it differently.
8. Ends vs. means – be sure that the end of goal of your communication and the means of
getting to that end are both ethical although no rule can be applied without reservation to any
situation.
9. Use of power – in situations where you have more power than others (e.g. a teacher with a
student, a boss with a subordinate, a parent with a child), you also have more responsibility for
the outcome.
10. Rights vs. responsibilities -balance your rights against your responsibilities even if you live in
a wonderful society where your rights are protected by law; not everything you have a right to
do is ethical.

TOPIC 6: General Principles of Effective Communication

1. Know your purpose in communicating.

2. Know your audience.
3. Know your topic.
4. Adjust your speech or writing to the context of the situation.
5. Work on the feedback given you.

Principles of Effective Principles of Effective Written Communication:

Oral Communication The 7Cs
1. Be clear with your purpose. 1. Be clear.
2. Be complete with the message 2. Be concise.
3. Be natural with your delivery. 3. Be concrete.
4. Be specific and timely with your 4. Be correct.
feedback. 5. Be coherent.
6. Be complete.
7. Be courteous.

Four Principles of Interpersonal Communication

These principles are based on real life functioning of interpersonal communication. They are basic to
communication. We can't ignore them (King, 2000)

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INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021
1. Interpersonal communication is inescapable

We can't not communicate. It is not possible for humans like you and me not to communicate. The
very attempt not to communicate communicates something. Through not only words, but through tone of
voice and through gesture, posture, facial expression, etc., we constantly communicate to those around
us. Through these channels, we constantly receive communication from others. Your poker face as you
listen to somebody also means a lot. You always communicate and receive communication from others
not only through words but also through voice tone, gesture, posture, bodily movement, facial expression,
clothes worn, and so on.
Even when you sleep, you communicate. Remember a basic principle of communication in
general: people are not mind readers. Another way to put this is: people judge you by your behavior, not
your intent.

2. Interpersonal communication is irreversible

You can't really take back something once it has been said. The effect must inevitably remain. Despite the
instructions from a judge to a jury to "disregard that last statement the witness made," the lawyer knows
that it can't help but make an impression on the jury. A Russian proverb says, "Once a word goes out of
your mouth, you can never swallow it again."

Think of this: What if you apologize to the person you’ve hurt? Is that enough to take back what you’ve
said?

Words are powerful; they can either heal or harm others. That’s why, it is always important to be mindful of
our words.

3. Interpersonal communication is complicated

No form of communication is simple. Because of the number of variables involved, even simple requests
are extremely complex. Whenever you communicate with anyone you simultaneously interpret both his
verbal and nonverbal language, and that is often both confounding and demanding.

Theorists note that whenever we communicate there are really at least six "people" involved:

1) who you think you are;

2) who you think the other person is;

3) who you think the other person thinks you are;

4) who the other person thinks /she is;

5) who the other person thinks you are; and

6) who the other person thinks you think s/he is.

We don't actually swap ideas, we swap symbols that stand for ideas. This also complicates
communication. Words (symbols) do not have inherent meaning; we simply use them in certain ways, and
no two people use the same word exactly alike. Words (verbal) alone complicate things: A word does not
have just one meaning, it is usually not used in the same way.

Osmo Wiio gives us some communication maxims similar to Murphy's law (Osmo Wiio, Wiio's Laws--and
Some Others (Espoo, Finland: Welin-Goos, 1978):

• If communication can fail, it will.

• If a message can be understood in different ways, it will be understood in just that way which does
the most harm.
• There is always somebody who knows better than you what you meant by your message.
• The more communication there is, the more difficult it is for communication to succeed.
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VIZCAYA STATE UNIVERSITY
Bayombong, Nueva Vizcaya

INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021

These tongue-in-cheek maxims are not real principles; they simply humorously remind us of the difficulty
of accurate communication.

4. Interpersonal communication is contextual

In other words, communication does not happen in isolation. It is affected by several factors. There are
many things to be considered, there are:

• Psychological context, which is who you are and what you bring to the interaction. Your needs,
desires, values, personality, etc., all form the psychological context. ("You" here refers to both
participants in the interaction.)
• Relational context, which concerns your reactions to the other person--the "mix."
• Situational context deals with the psycho-social "where" you are communicating. An interaction that
takes place in a classroom will be very different from one that takes place in a bar.
• Environmental context deals with the physical "where" you are communicating. Furniture, location,
noise level, temperature, season, time of day, all are examples of factors in the environmental
context.
• Cultural context includes all the learned behaviors and rules that affect the interaction. If you come
from a culture (foreign or within your own country) where it is considered rude to make long, direct
eye contact, you will out of politeness avoid eye contact. If the other person comes from a culture
where long, direct eye contact signals trustworthiness, then we have in the cultural context a basis
for misunderstanding.

VI. LEARNING Activities

Task 1. Identify the type of communication (according to context) that

happens in the following: 15pts

1. Meditation 4. Friends chatting during breaks

2. Haggling with an online seller 5. Asking for a leave from work
3. Brainstorming during group work

Task 2: If you were to make your own communication model, how will it be different
from the four communication models discussed? Make an illustration of your
own communication model and give a short explanation. 50 pts

Task 3: As a responsible communicator, identify which are ethical to post on social media
and which are not. .Explain your answer. (Topic 5) 50 pts

What to Post What NOT to Post

1. 1.
2. 2.
3. 3.
4. 4.
5. 5.

Task 4. What examples can you give for each of the functions? (Topic 4) 40 pts

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INSTRUCTIONAL MODULE
IM No.:1. GE COMM.S2 2020-2021

Task 5. Questions for Discussion 50pts

1. Is it possible for a person who is asleep to communicate? How

about a person in a coma?
2. Which is more difficult to interpret? Verbal or nonverbal
language? Why?

3. Look, think, or create (make your own) a saying similar to this: Words can
either heal or harm you. Share that later to the class. (wait for my signal when to
share/submit this)

Note: For those who availed of hard copy of the module, please SUBMIT YOUR ANSWERS IN HARD COPY AS
WELL during the retrieval schedule. Place them in a brown envelop, with your name ( use separate sheet for each
task, and write your name on each paper) course, and address to me: Mam Denny B. Jamil, CAS Faculty, GE Comm.
You can still join the online discussions but DON’T SUBMIT your activities online. Only those who availed of e-copy
will submit online. Thank you!
0
References

Dagdag, L.A, Padilla, M.M., Roxas, F.R. (2018).Communicate & Connect. Purposive Communication. Quezon City:
Mutya Publishing House,Inc

http://www.pstcc.edu/facstaff/dking/interpr.htm#:~:text=Interpersonal%20communication%20is%20inescapable&text=
The%20very%20attempt%20not%20to,communicate%20to%20those%20around%20us

http://www.jmpcollege.org/Adminpanel/AdminUpload/Studymaterial/BARRIERS%20TO%20COMMUNICATION-
SEM%201.pdf

https://www.youtube.com/watch?v=slq1nAhZuqE

https://www.youtube.com/watch?v=NNVZxTkiX1Y

https://www.rysec.org/10-basics-of-ethical-communication/

https://www.asha.org/Practice/ethics/Ethical-Use-of-Social-Media/

https://publicrelationssydney.com.au/how-to-be-ethical-in-social-media/

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