GE 115 – PURPOSIVE COMMUNICATION

Module 1 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
Introduction understanding.

to Communication CLASSIFICATION OF COMMUNICATION

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INTRODUCTION A. Types of Communication According to Mode

A message may be imparted through these types; verbal-non-verbal and visual.
Think about communication in your daily life? When you make a phone call, send a text While communication is often thought of as verbal, the non-verbal mode is essential
message, or like a post on Facebook, what is the purpose of that activity? Have you ever felt
as it enhances one’s message.
confused by what someone is telling you or argued over a misunderstood email? The
underlying issue may very well be a communication deficiency.

There are many current models and theories that explain, plan, and predict communication
process and their successes or failures. In workplace, we might be more concerned about 1. Verbal-Non-Verbal Communication
practical knowledge and skills than theory. However, good practice is built on solid foundation Effective communication calls for the blending of these two types.
of understanding and skill. For this reason, this module will help you develop foundational
One cannot be separated. Rather than just speaking, it is to use non-
skills in key areas of communication, with focus on applying theory and providing
opportunities for practice. verbal code through a handshake, an approving facial expression,
and a kind disposition or character.

LESSON 1: Verbal Communication

NATURE, DEFINITION, AND COMPONENTS OF COMMUNICATION The process of sending and receiving
messages with words including writing and
DEFINITIONS OF COMMUNICATION
sign language.
1. Communication is defined as the exchange of thoughts, ideas, concepts, ad views
It refers to the form of communication in
between or among two or more people, various contexts come into play. It is
which message is transmitted verbally.
inevitable. Our need for self-expression leads us to communicate not only our
Communication is done by word of mouth
thoughts but also our feelings.
and a piece of writing.
2. Communication is derived from the Latin word ‘communicares’ meaning to share or
make ideas common.
VERBAL COMMUNICATION: ORAL VERBAL COMMUNICATION: WRITTEN
Other Concepts of Communication Spoken words are used. In written communication, written symbols or
1. Allen Louis – Communication is the sum of all things (telling, listening, and signs are used to communicate.
It includes face-to-face conversations, speech, In written communication messages can be
understanding). It is a systematic activity under any given circumstances.
telephonic conversation, video, radio, television, transmitted via email, letter or report, memo etc.
2. Henry Knutz – Communication is the transferring of information from one person
voice over internet.
to another whether or not she/he elicits confidence.
Communication is influenced by pitch, volume, Written communication is most common form of
3. George Terry – Communication is the exchange of ideas, feelings and emotions speed and clarity of speaking. communicating being used in business.
between two or more people.

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B. Non-verbal communication Function of Non-verbal Communication

Nonverbal communication is the sending or 1. Substituting Functions – a word is replaced or substituted by an action or movements
receiving of wordless messages. Such gesture, to build sentences and communicate sophisticated concepts. Examples are traffic
body language, posture, tone of voice or facial officers, traffic signs, “come here”.
expression. 2. Reinforcing Functions – it is use of non-verbal communication to complement or add
It is all about the body language of speaker. to the verbal sounds. Examples is the pointing and nodding of head while speaking.
3. Regulating Functions – it is the use non-verbal signs to show interest or regulate the
THREE ELEMENTS OF NON-VERBAL COMMUNICATION flow of the interaction. Examples: hand signs of drivers, raising of the hand show that
1. Appearance (speaker) – Clothing, hairstyle, neatness, use of cosmetics; you want to say something, traffic enforcers’ signals.
Appearance (surrounding) – Room size, lighting, decorations, furnishings 4. Contradicting Functions is no change to contradict a verbal message or you can
2. Body language – facial expression, gestures and postures display an opposite non-verbal gesture to represent okay.
3. Sounds – voice tone, volume, speech rate.
2. Visual Communication
It is the type of communication that uses visuals to convey
Five Non-verbal Behaviors/Elements of Non-verbal Communication information and/or messages. Some examples are signs, symbols,
imagery, maps, graphs, charts, diagrams, pictograms, photos,
a. Vocalics/Paralanguage – refers to the use of volume, tone, pitch and rate of speaking drawings, etc.
to give additional meaning or emphasis to what is spoken. Say “come here” using a
variety of tone, volume and pitch to highlight different meanings. B. Types of Communication According to Context
b. Proxemics – refers to the use of space to convey an idea or image. The use of space or 1. Intrapersonal Communication
proximity is a significant indicator of how close or intimate we feel forward people. The Latin prefix intra –means within or inside. Intrapersonal
Observe the personal space around you. Personal space is determined by culture. For communication then means talking to oneself. Some label it as self
example: in eastern culture, kiss on cheek is a common form of greeting whereas or inner talk. Inner monologue, or inner dialogue. Psychologist call
western culture, handshake is the common form of greeting. it with other name such as self-verbalization or self-statement.
c. Chronemics – is an attitude of time which disclose information with others about
status and relationship with others. It is our self-concept. Example being late to 2. Interpersonal Communication
appointments where you have duties and responsibilities is almost always indicate a The Latin prefix Inter –means between, among, and together. An
sign of disrespect or lack of commitment towards work. On the other hand, to be interactive exchange takes place as interpersonal communication
punctual suggests that the person is committed to the task at hand or a sign of respect takes place. A transaction dos not necessarily take place since it can
to those whom one is meeting. only be a simple interaction such as greetings, getting to know a
d. Artifacts – refer to the things a person owns, use, wear and even discard convey person, or ordinary conversations that happen between or among
message about such person. It also includes your preference, taste, resources or lack the interactants. This may occur in dyads or small groups, also
of it to convey meanings. known as group communication.
e. Movement – is your posture, gesture, facial expression, body language and everything 3. Extended Communication
you do are perhaps the most obvious in communicating messages. Involves the use of electronic media. Unlike before when it only
called for the use of television and radio, nowadays, the description
of extended communication may be expanded as to include tele,

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audio, or phone conferencing; video-conferencing; skype calls and THE PROCESS AND ELEMENTS OF COMMUNICATION
other technological means.
COMMUNICATION AS PROCESS
4. Organizational Communication Communication is a process where one sets out to convey a message to another person through
The focus is on the role that communication plays in organizational the medium of words, gesture and/or pictures. The process of conveying the message us
contexts. Organizations comprise individuals who work for the fulfilled only when the person receiving it has the understood the message entirely.
company. For an organization to be successful, a system of
communication should be put in place. A set of rules or standards
for communication protocol should be made clear so that So how do we communicate effectively? We must consider a deeper understanding of the
interaction patterns are established. 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
5. Intercultural Communication
components of the process.
It is communication between or among people having different
linguistic, religious, ethnic, social, and professional backgrounds.
Even gender difference affects communication. Individuals having ELEMENTS OF COMMUNICATION PROCESS
different orientations communicate and interpret messages  Speaking and listening are vital elements of communication. Therefore, in any
differently. This particularly happens with non-verbal communication situation, you are both speaker and listener.
communication. Similarly, linguistic differences are of the essence.  Eugene White (1960) mentions eight stages in the cycle of communication. These are:
thinking, symbolizing, expressing, transmiting, receiving, decoding, reacting and
C. Types of Communicating According to Purpose and Style monitoring.
1. Formal Communication employs formal language delivered orally or in  Roman Jacobson mention the following components of communication: addresser
written form. Lectures, public talks/speeches, research and project (speaker), addressee (listener), context (situation), contact, code and message.
proposals, reports, and business letters, among others are all considered  Gronbeck defines model as “a picture or a representation of a thing or person that
formal situations and writings. identifies the key parts or elements and indicates how much element affects the
operation of all the elements.
2. Informal Communication certainly does not employ formal language. It  Communication Model, therefore, is a sketch that shows the basic elements of the
involves personal and ordinary conversations with friends, family communication process, and how each element affects the other elements in the
members, or acquaintances about anything under the sun. entire communication process as a system.

Components of Communication
1. SPEAKER/SENDER
 A person who sends the messages
 A sender makes use of symbols (words or graphs or visual aids) to convey
the message and produce required response.
 Sender maybe an individual or a group or an organization.
 The views, backgrounds, approach, skills, competencies and knowledge of
the sender have great impact on the message.

LESSON 2:
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 The communication process begins with the sender, who is also called the 4. RECEIVER OR LISTENER
communicator or source. The sender has some kind of information – a  A person for whom the message is intended, aimed or targeted
command, request, or idea – that he or she wants to share with others. In  The degree to which the decoder understands the message is dependent
order for the message to be received, the sender must first encode the upon various factors such as: knowledge of recipient, their responsiveness
message in a form that can be understood and then transmit it. to the message, and the reliance of the encoder on the decoder.
 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
2. MESSAGE receiver must first be able to receive the sender’s information and then
 Is the key idea that the sender wants to communicate. decode or interpret it.
 It is a sign that elicits the response of the recipient.
 Communication process begin with decoding about the message to be 5. FEEDBACK
conveyed.  Is the main component of the communicating process as it permits the
 It must be ensured that the main objective of the message is clear. sender to analyze the efficacy of the message
 Message is what you communicate verbally or non-verbally.  It helps the send in confirming the correct interpretation of the message by
 The message or content is the information that the sender wants to relay to the decoder.
the receiver. It is relayed between parties. Put all three together and you  Feedback maybe verbal or non-verbal.
have the communication process at its most basic.  The communication process reaches its final point when the message has
 It also refers to the thoughts, ideas, or information that you convey to your been successfully transmitted, received and understood.
listeners.  The receiver, in turn, responds to the sender, indicating comprehension.
o Verbal delivery of messages includes: elements of voice (rate, Feedback may be direct, such as written or verbal response, or it may take
volume, pitch, and quality), articulation and pronunciation. the form of an act or deed in response.
o Verbal messages consist of three variables:  The communication process is not always simple or smooth, of course. Two
1. Content (is everything you say about something; referential or other elements may affect the how the message is transmitted, received, and
relational). Referential – all relevant to your topic. Relational – a interpret.
suggestion of any relationship to your listeners.
2. Structure (the pattern of organizations you follow) 6. NOISE OR BARRIERS OR INTERFERENCES
3. Style (how you express your ideas)  This can be any sort of interferences 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.
3. CHANNELOR MEDIUM  Also known as barrier or block that prevents effective communication to
 Is the means used to exchange or transmit message take place.
 The channel or medium is the language you use.
KINDS OF INTERFERENCE:
 The means through which the sender must choose an appropriate medium
for transmitting the message else the message might not be conveyed. 1. Psychological Barrier –thoughts that hamper the message to be interpreted correctly by
 Example of a channel or medium is text messages – transmitted through the the receiver.
medium of cell phones.
2. Physical Barrier –include competing stimulus, weather and climate, health and ignorance

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of the medium.
3. Linguistic and Cultural Barrier –pertain to the language and its cultural environment.
THE DIFFERENT MODEL OF COMMUNICATION PROCESS
There are many communication models that can be used to visually describe different
Words may mean another in different cultures. communication situations. Here are some models what will allows us to get a deeper
4. Mechanical Barrier –are those raised by the channels employed for interpersonal, group understanding of the communication process.
or mass communication. These include cellphones, laptops and other gadgets used in
I. ARISTOTLE’S COMMUNICATION MODEL
communication.

7. SITUATION OR CONTEXT
 It refers to the time and place in which communication occurs.
 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.

THE COMMUNICATION PROCESS Aristotle proposed the model before 300 B.C. He found the importance of the
The goal of communication is to convey information – and the understanding of the information audience role in communication chain. This model is more focused on public
– from one person or group to another person or group. This communication process is divided speaking than interpersonal communication.
into three basic components: A sender transmits a message through a channel to the receiver. Aristotle model is mainly focused on speaker and speech. It can be broadly
The sender first develops an idea, which composed into a message and then transmitted to the divided into 5 primary elements: speaker, speech, occasion, audience and
other party, who interprets the message and receives meaning. Developing a message is known effect.
encoding. Interpreting the message is referred to as decoding. The Aristotle’s communication model is a speaker centered model as the
speaker has the most important role in it and is the only one active. Is the
speaker’s role to deliver a speech to the audience. The role of the audience is
passive, influenced by the speech. This makes the communication process
one way, from speaker to receiver.
The speaker must organize the speech beforehand, according to the target
audience and situation (occasion). The speech must be prepared so that the
audience be persuaded or influenced from the speech.
He believed “Rhetoric” is the study of communication and persuasion and
different message or speech should be made for different situations to get
desired effects or establish a propaganda. This model was highly used to
develop public speaking skills and create a propaganda at that time, it is less
focused on intrapersonal or interpersonal communication.

II. SHANNON’S- WEAVER MODEL

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In 1949 an engineer and researcher at Bell Laboratories, named Shannon, This model shows the communication process between source and
founded an information theory based on mathematical theories which was destination. The sources create the message which can be discrete or
about signal transmission with maximum telephone line capacity and continuous. The sender encodes the messages and sends it to the receiver
minimum distortion. For the first time, he introduced qualitative and through a technological channel like telephone or telegram. The sender
quantitative model of communication as a statistical process underlying converts the message into codes understandable to the machine. The
information theory. message is sent in code through a medium.
The aim of Shannon was signal transmission from source to destination The receiver has to decode the message before understanding it and
through transmitted and receiver across the channel with minimal interpreting it. The receptor machine can also act as a decoder in some
interference or error. The information theory initially developed to separate cases. The channel can have noise and the receiver might not have the
noise from the signal carrying the information. Later on, Weaver extended capacity to decode which might cause problems in communication process.
and applied Shannon’s information theory for different kinds of
communication. While Shannon was focused on engineering aspect of his III. BERLO’S SMCR MODEL
theory, Weaver developed the philosophical aspects of this theory related to David Berlo’s SMCR model of communication represents the process of
human communication. Shannon and Weaver model of communication has 7 communication in its simplest form. The acronym SMCR stands for sender,
main concepts which are: messages, channel and receiver. Berlo’s SMCR model of communication
describes the different components that form the basic process of
communication. Because this communication tool also emphasizes the
coding and decoding of the message, it can be used for more efficient
communication.
Berlo’s model includes a number of factors under each of the elements.

o Information source chooses desired message among a set of possible messages which
can be mixture of any form of written or spoken, image or sound.
o Transmitter changes the messages into the signal, also known as encoder.
o Message is the thing which is send and received and all communication is about.
o Channel is the part that message passes from the transmitter to the receiver.
o Receiver is the reverse transmitter which changes the signal back into the message,
also known as decoder.
o Noise is any unwanted additions to the transmitted signal which cause distortion or
error in transmission.
 Sender: The source is situated where the messages is originated.

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Communication skills – it is the skill of the individual to communicate. For example, Hearing. The use of ears to receive message. For example, orally transmitted messages,
the ability to read, write, speak, listen etc. interpersonal communication.
Attitudes – this includes attitudes towards the audience, subject and towards oneself. Seeing. Visual channels, for examples, watching television so the message is conveyed
For example, for the student, the attitude is to learn more and for teachers, it is to through the scene/film.
help teach. Touching. The sense of touch can be used as a channel to communicate. For instance, we
Knowledge – communicating also means that the person needs to be knowledgeable touch, we buy food, hugging love ones.
about the subject or topic. For instance, a teacher needs to know about the subject Smelling. Smell can also be a channel to communicate. Perfumes, food, fragrance.
om detail that he or she teaches so that they can communicate properly such that the Charred smell communicates something is burning. People can deduct which food is
students understand them. being cooked by its smell.
Social system – the social system includes the various aspects of the society like Tasting. The tongue is a muscular organ used in the act of eat and taste food. For
values, beliefs, culture, religion and a general understanding of society. It is where example, which a food is being shared, the communication can happen regarding its
the communication takes place. For example, classrooms differ from country just like taste.
people’s behaviors and how they communicate.
Culture of a particular society also comes under the social system.  Decoder. The person who receives the messages and decodes it.
 Receiver. The receiver needs to think all the contents of the source, so as to
 Encoder. The sender of the message, from where the messages originate. So, the communicate/respond to sender effectively.
source encodes the message here.
Berlo’s model believes that for effective communication to take
 Messages place, the source and the receiver need to be on the same level.
Content – the body of a message, from the beginning to the end, comprises. For example, Only then communication will happen or take place properly.
whatever the class teacher teachers in the class, from beginning to the end, is the Hence, the source and the receiver should ne similar.
content of the message.
Elements – it includes various things like language, gestures, body language, etc. They IV. SCHARM’S MODEL, 1954
constitute all the elements of a particular message. Any content accompanied by some Schram communication model is a cyclical communication model
elements. containing all basic principles of communication. The Schram
Treatment – it refers to the packing of the message and the way in which the message is communication model offers a classic approach to and
conveyed or the way in which it is passed on or delivered. explanation of communication. It can be used to determine how
Structure – the structure of the message refers to how it is arranged: the way people communication between people works when they’re exchanging
structure the message into various parts. information, ideas or attitudes.
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 code. Through this, people give and receive messages and communication
takes place.
 Channel. It refers to the five sense organs. Communication occurs through one or
more of these channels.

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Here, both sender and receiver are known communicators and their role reverses
each time in the communication process as both processes of sending and receiving at
the same time.

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 messages itself. Where several other
models and theories about communication are linear in nature,
the Schram communication model is circular. This means at least
two parties are required to send and receive a message. Both
sender and the recipient have to encode and decode the message
to interpret the message correctly.
Wilbur Schram felt that it was important to notice the impact of Transactional model is the process of continuous change and transformation where
the message. Schram’s model regards communication process every component is changing such as the people, their environments and the medium
between an encoder and a decoder. Most importantly, this model used. Due to this, it assumes the communicators to be independent and act any way
accounts for how people interpret the message. Schram argued they want.
that a person’s background, experience, and knowledge are Since both sender and receiver are necessary to keep the communication alive in
factors that impact interpretation. Besides, he believed that the transactional model, the communication is also interdependent to each other. For
messages are transmitted through medium. Also, the decoder will example, transactional communication is not possible if the receiver is not listening to
be able to send feedback about the message to indicate that the sender.
message has been received. He argued that communication is The transactional model is the general model of communication. Everyday talk and
incomplete unless there is feedback from the receiver. Any interaction are also a form of transactional model. It is more efficient for
communication where decoding does not occur or feedback does communicators with similar environment and individual aspects. For instance,
not happen is not effective or complete. communication between people who know each other is more efficient as they share
same social system.
V. TRANSACTIONAL MODEL OF COMMUNICATION In transactional model, efficiency and reliability of communication also depends on
Transactional model of communication is the exchange of messages between sender the medium used. For instance, the same message might not be perceived by a person
and receiver where each take turns to send or receive messages. the same way it is send through a phone and when it is provided face-to-face.

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into account, the message can be geared towards them. Factors that play a role in this
are for example: professional knowledge, level of education, age and interest.

LESSON 3: 7. Conciseness. A message is clear when the storyline is consistent and when this does
PRINCIPLES AND ETHICS OF COMMUNICATION not contain any inconsistencies. When facts are mentioned, it is important that there
Communication follows a set of rule or guidelines to ensure effectiveness. The following is consistent, supporting information. Systematically implementing a certain
principle if assimilated will facilitate communication and render it effective. statement or notation also contributes to clear communication. When statements are
varied, they will confuse the receiver.
THE 7 PRINCIPLES OF COMMUNICATION TO MAKE IT MORE EFFECTIVE:
1. Completeness. The message must be complete and geared to the receiver’s ETHICS AND COMMUNICATION
perception of the world. The message must be based on facts and a complex message Ethics is defined as a set of rules or guidelines, these are theories as to which is right or wrong.
needs additional information and/or explanation. A good subdivision of subjects will In communication, ethics is considerable important because it would likely guide everyone to
clarify the message as a result of which there will be a complete overview of what is effective communication. These ethical principles are universal in the sense that all people
said. should consider these things because of their vitality in the communication process and
effectiveness.
2. Concreteness. Concreteness reduces misunderstanding. Messages must be supported
by facts such as research data, statistics or figures. To achieve concreteness, abstract Communication ethics emphasizes that morals influence the behavior of an individual, group,
words must be avoided. or organization thereby affecting their communication. It is important to note that one’s
behavior should be regulated by honesty, decency, truthfulness, sincerity and moral
3. Courtesy. In addition to considering the feelings and points of view of the target uprightness.
group, it is also important to approach the audience in a friendly and courteous
manner. Use of terms that show respect for the receiver contributes towards effective ETHICS OF COMMUNICATION
communication. The same goes for the manner in which your address someone. Communication ethics is the notion that an individual’s or group’s behavior are governed by
their morals which turn affects communication. Generally speaking, communication ethics
4. Correctness. A correct use of language has the preference. In written communication, deals with the moral good present in any form of human communication. This includes
grammatical errors must be avoided and stylistic lapses or wrong use of verbs are not interpersonal communication, mass mediated communication, and digital communication.
sufficient either in verbal communication. A correct use of a language increases
trustworthiness and the receiver will feel that they taken seriously.
“Questions of right and wrong arise whenever people communicate.
Ethical communication is fundamental to responsible thinking,
5. Clarity. Clear and plain language is characterized by explicitness, short sentence and decision making, and the development of relationships and
concrete words. Fuzzy language is absolutely forbidden, as are formal language and communities within and across contexts, cultures, channels and media.
cliché expression. By avoiding parenthesis and keeping to the point, the receiver will Moreover, ethical communication enhances huma worth and dignity
by fostering truthfulness, fairness, responsibility, personal integrity
get a clear picture of the content of the message. Briefly-worded information
and respect for self and others.”
emphasizes the essence of the message. Coherence means the connection of ideas at
the idea level and cohesion means the connection od ideas at the sentence level.
Johnson developed ten basis of Ethical Communication using principles learned in Straight Talk
6. Consideration. Communicating with the target group. In order to communicate well, and Nonviolent Communication as well as best practices for small group work in general:
it is important to relate to the target group and be involved. By taking the audience
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1. Seek to “elicit the best” in communication and interactions with other group 8. There are seven principles considerations in communication. These 7 c’s are:
members. completeness, concreteness, courtesy, correctness, clarity, consideration and
2. Listen when other speaks. conciseness.
3. Speak non-judgmentally. 9. Our moral and values matter in communication.
4. Speak from your own experience and perspective, expressing your own thoughts,
needs and feelings.
5. Seek to understand others (rather than to be “right” or “more ethical than thou”)
6. Avoid speaking for others, for example by characterizing what others have said
without checking your understanding, or by universalizing your opinions, beliefs,
values, and conclusions, assuming everyone shares them.
7. Manage your own personal boundaries, share only what you are comfortable sharing.
8. Respect the personal boundaries of others.
9. Avoid interrupting and side conversations.
10. Make sure that everyone has time to speak, that all members have relatively equal “air
time” if they want it.
Observing a code of ethics is essential as it determines the kind of behavior that is proper and
desirable over one that is proper and desirable over one that is displeasing and offensive. A
code of ethics sets the standards to be observed by a person or a company that will create a
good reputation or a positive image not only for an individual but also for the organization.
Success in decision-making will likewise impact the company’s reputation.

KEY TAKEAWAYS
1. Communication is defined as the process of transmitting information and common
understanding form one person to another.
2. There are three classifications of communication: 1) Communication according to
mode, 2) Communication according to context, and 3) Communication according to
purpose and style.
3. Communication process involves key components for it to be successful. These key
components are: a) speaker, b) message, c) channel/medium, d) listener/receiver, e)
feedback, f) noise, and g) context/ situation.
4. Communication models show how different situations vary the kind of
communication that we use. Among these models is Aristotle’s linear model that
explains the type communication that happen in public speaking. Some also explains
the role of feedback and noise or barriers to communication and more.
5. Principles are considerations in the communication process.
6. These principles ensure effective communication.
7. Ethics is a set of rules or guidelines.

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