Communication

Principles and
Ethics
Prepared by:
LI Faculty
Think of words or phrases that you can associate with
"Communication."
 How important is
communication to your
personal and
professional success?
objectives
At the end 1. Describe the nature, elements and functions of verbal and non-verbal
of the lesson, communication in various and multicultural contexts.
you are 2. Explain how cultural and global issues affect communication, and why
expected to ethical communication is essential.
achieve the 3. Appreciate the impact of communication on society and the world.
following:
Processes and
Principles of Effective
Communication
Communication is beyond verbal communication, which includes the use of language,
simply putting words into sounds, and tone of voice
thoughts and emotions. It is
done effectively only when
information is transmitted non-verbal communication, which includes body language and
without changing both the facial expressions
content and the context of
the message. Simply put, written communication, such as through journals, emails, blogs,
communication is the art of and text messages
creating and sharing ideas
for a specific purpose. It
comes in many forms: visual communication, which involves signs, symbols, pictures,
graphics, and emojis
Effective communication
• is dependent on how rich those ideas are, and how much
of those ideas are retained in the process. In order to be
an effective communicator, a number of skills have to be
utilized. Which skill one chooses greatly varies and is
dictated by the situation, the content or the actual
information a person needs or wants to convey, and the
intended recipient of that information.
• Almost 91% of professionals from the world’s top
300 multinational companies said that
communicating in English is important for work
success, but only 7% of them indicate that their
current level of English is sufficient for their jobs.
This is based on “The Globalization of English”
research study conducted by the McKinsey Global
Institute.
Audience analysis
Another aspect that needs consideration in analyzing the audience is
identifying and trying to overcome possible communication barriers.
These are not confined to physical noise (cars passing by, someone
pounding on the table) and physiological issues (an upset stomach), but
could also include cultural difference, varying levels of expectations and
experiences, and difference in perspectives and communication styles.
Principles of effective
communication
Effective communication requires a certain level of connection between and among people, allowing a series of
exchanges of thoughts and emotions, eventually leading to mutual understanding. In order for that to happen, the
following principles must be observed.

Clarity. This pertains to both the message and the purpose why the message has to be sent. The message should be clear by using appropriate
language and communication channels, but equally important is that the reason for sending and receiving the message must be understood by both
sender and receiver.

Conciseness. The message should be as brief as may be required depending on one’s purpose, especially in most modern contexts in the business
and academic fields where time is of the essence. It should be devoid of trivial details that would hinder communication.

Completeness. Despite its conciseness, the message should still be complete and accurate. Whenever necessary, background information should be
given to provide better context; facts and observations may also be helpful.
Continuation…
Organization. Effective communication is usually planned in order to ensure the systematic flow of ideas and transition from one point to another.
There are instances, however, when communication is impromptu, but this should not be an excuse for an organized presentation of ideas.

Empathy. The sender of the message should be sensitive to the needs and interests of the receiver. In case of face-to-face communication, the
speaker must always be conscious of the reaction of the listener and adjust his/her communication strategy accordingly.

Flexibility. Different people have different communication styles, and consequently, different expectations. Effective communicators know how to adapt
to the varying needs and expectations of their audience, and modify the message or the way the message is sent to avoid misunderstanding or
misinterpretation.
COMMUNICATION AND GLOBALIZATION
• The notion of the world being a global village has been a hot topic ever since the idea was brought
up, especially in light of the rapid advances in technology and digitization. Globalization has been
regarded as the key to the worldwide integration of humanity, where there is an increased
economic, political and cultural integration and interdependence of diverse cultures. In Southeast
Asia, for example, the ASEAN Integration has been a buzzword among social communities, opening
a wide array of discussion for future collaborations.
• For our part, we Filipinos have increased our awareness and acceptance of the notion that we
belong to a diverse, global community. This is not confined to communication with people
from other countries, but is inclusive of communication within our own societies, even with
the minorities and the indigenous peoples. It is therefore imperative that WE learn to
communicate effectively with people regardless of age, gender, race, ability, religion, sexual
orientation, income, marital status, or ethnicity.
• Communication in the modern world must be
anchored on the concept of diversity, since
effective communication and the ability to
understand cultural differences are skills that
have become requisites not only for a
meaningful social life but also for a successful
professional career.
• Even professionals from the countries that are traditionally known for sticking to
their native tongue (e.g. Japan, Korea, Vietnam) have started to learn English, as the
internationally-recognized lingua franca, with the concept that learning English does
not make them less Japanese, Koreans, or Viets.
• In addition, digital technology has erased territorial
boundaries among countries and among people with
varying cultures. The notion of being a ‘stranger’ has
been revolutionized as the people whom we used to
treat as strangers are now our co-workers,
classmates or friends – albeit some only in social
media.
• Hence, there is a need to develop graduates and
professionals who are multiculturalists – those who are
engaged with and respectful of people with different
cultures. These are not necessarily people from other
countries all the time, since a country may have varying
sub-cultures among its general society. In the Philippines,
for example, there is no argument that people from
Southern Tagalog have a different culture from the
Bicolanos, and those from Zamboanga have different norms
and beliefs from the Ilocanos.
The greater the number of statements that are honestly true to you, the more prepared you are to welcome the
opportunity of communicating and interacting with people from different cultures. This is a very important aspect in
one’s personal life or professional careers, since avoiding intercultural communication is virtually inevitable in any
organization.

This is especially true in business organizations, when products can go global and the manner by which any product
is communicated to the global market can make or break the brand. Here are a few examples of business
miscommunication in a global setting:
• In the past, Gerber dealt with issues in some
cultures where women have low literacy rates such
as Africa and the Middle East. The women in these
cultures generally use pictures to tell them what
food they are buying. When Gerber started selling
their product in these countries, the women saw the
picture of the baby and believed that there was a
baby or part of one baby in the jar.
• Irish Mist is a brown
whiskey produced in Dublin,
Ireland. In Germany,
however, “Mist” literally
translates to “crap”.
• Joni (read as “Yoni”) is a brand of skin
product. However, Yoni means ‘uterus’ or
‘vagina’ in Sanskrit, and is an Indian
representation of female genitalia,
especially pertaining to the Hindu
goddess Shakti.
• Undoubtedly, globalization has affected the way people and
companies communicate with each other. In some cases,
cultural differences have accentuated cultural insensitivity,
which is most felt in the business world. Since everyone is
a consumer of particular business products, it is important
to know the issues, etiquette, protocol, communication
styles and negotiation approaches of people from different
cultures using the business experience as example. Here are
some instances when lack of cultural or linguistic sensitivity
in global communication severely affected companies or
products.
• McDonald’s spent thousands on a new TV ad to target the
Chinese consumers. This featured a Chinese man kneeling
before a McDonald’s vendor and begging him to accept his
expired discount coupon. The ad caused uproar over the fact
that begging is considered a shameful act in Chinese culture.
• Similarly, McDonald’s also unintentionally offended thousands
of Muslims when it printed an excerpt from the Koran on its
throwaway (take-out) hamburger bags. Muslims saw this as
sacrilegious.
• Some staff at the African port of Stevadores saw the
supposedly internationally-recognized symbol for
“fragile” (i.e. broken wine glass). Since in their
culture, they treat the pictures printed on packages
to be representation of what’s inside, they thought it
was a box of broken glasses and threw all the boxes
into the sea.
• The film “Hollywood Buddha” caused outrage and protest on
the streets of Sri Lanka, Malaysia and Myanmar (Burma)
when the designer of the film’s poster decided to show the
lead actor sitting on the Buddha’s head, which is an act of
clear degradation against something holy.
•Coors (beer) once had its
slogan “Turn it loose.”
translated to Spanish, but it
became to mean “Suffer from
diarrhea.”
• All of these examples are predominantly business-
related, where companies failed to regard cultural
differences in packaging and communicating their
product to the global market. However, the cost of
cultural insensitivity in global communication can be
felt in everyday communication, as cultural
misunderstandings often lead to misinterpretation
and unnecessary tension between people.
Here are some • Showing the sole of a shoe (by crossing one’s legs and pointing
examples one’s shoes to the speaker, for example) means nothing to

demonstrating observers in most Western and Asian countries. In Muslim

cultures (such as Saudi Arabia), however, the gesture is perceived
this in a as insulting. Similarly, crossing one’s legs while seated is
customary for Westerners, but this is a social faux pas in Korea.
global setting:
 Blinking rapidly while another person is talking is normal
for most people, especially during tense situations. For
Taiwanese, this is considered impolite.

Continuation… The Japanese view the business card as an extension of their body,
while Americans view it simply as a business formality. Hence, when
Japanese hand over their business cards with two hands and with
great care, they get insulted when the person receiving just put it
away with haste.
ETHICS IN COMMUNICATION
• Effective communication is ethical communication. Communication is ethical only when it is
genuine, open, cooperative and sensitive to one’s cultural and social beliefs and practices. If
there is an intent to conceal the truth, or bring damage to any organization, group or
individual person, communication is considered unethical. Even in situations when there is no
intent to harm, but damage to a certain group is inevitable because of the message or the
channel used to relay the message, it is still considered unethical.
Enabling Task: Reflective Analysis
Analyze the following print
advertisements and determine if
these are ethical or not. Consider the
following guide questions in your
analysis.
1. What is the message of the ad?
2. How is the message underscored? What semiotics are used (text? images? others?)
3. Is there any individual or group that may be offended by the ad?
4. Is there another way of presenting or delivering the message?
5. Do you think the ad is ethical?
 [1] Barrot, J. S., & Sipacio, P. J. S. (2018). Purposive
Communication in the 21st Century. C&E Publishing, Inc.

[2] Madrunio, M. R., & Martin, I. P. (2018). Purposive

References Communication. C&E Publishing, Inc.

[3] Tejada, K.C.M., Valdez, M.L.A., & Sapungan, R.M. (2020).

Purposive Communication: A Module. Batangas State University