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CHAPTER 1
Communication: Processes, Types and Levels of
Communication, and Principles and Ethics
LEARNING OBJECTIVES: At the end of the chapter, you should be able to:
1. Identify the types of communication in relation to mode, context, purpose, and style.
2. Explain the communication process.
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.
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ENGAGE!

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Course Facilitator: Vanderlee M. Batalier

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EXPLORE!

What is communication?
•
Communication is the transmission of information and understanding from one
person or group to another. The goal is to get a set of information and the
understanding of that information from one person or group to another person or
group. The critical factor in measuring the effectiveness of communication is
common understanding. Understanding exists when both parties involved in the
communication have a mutual agreement as to not only the information but also
the meaning of the information.
• Communicating with others is the heart of every activity and of the very process
of living.
• Communication is the thread that ties the actions of the individual or
organization to its desired objectives.
• Communication as a process enables one to share his ideas with others.
• The means of communication are usually spoken or written words, pictures or
symbols but we also give information through body language, gestures, and
looks, facial expressions.

Communication maybe classified according to: communication mode, context, and

purpose and style.

EXPLAIN!

TOPIC 1: The Communication Processes

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 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

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

• Relaxes
• Opens up
• Leans toward the other person
• Establishes eye contact
• Shows appropriate facial expressions

RECEIVER
d

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

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The receiver should:

• Be aware, interested, and willing to accept the message
• Listen attentively
• Understand the value of the message
• Provide feedback

Shannon-Weaver’s Model of Communication

David Berlo’s Model of Communication

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EXPLAIN!

TOPIC 2: Types of Communication

A. Types according to Mode

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

2. 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.

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

4. 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.

Two Types of Organizational Structure

A. Formal structure allows communication to take place via designated channels of
message flow between positions in the organization using the use of four approaches.

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Downward/top-down communication flows from upper to lower position.

Upward/bottom-up communication takes place where subordinates send
communication to their bosses.

Source: https://keydifferences.com/wp-content/uploads/2017/07/upward-vs-downward-communication.jpg

Horizontal communication is lateral in approach as it takes place among people

belonging to the same level but coming from different departments to facilitate the
performance of tasks through proper coordination.

Source: https://courses.lumenlearning.com/wm-organizationalbehavior/chapter/directions-of-communication/

Crosswise communication approach is diagonal in nature as employees from

different units or departments working at various levels communicate with each other.

Source: https://courses.lumenlearning.com/wm-introductiontobusiness/chapter/communication-flows/

B. Informal structure comes from unofficial channels of message flow.

5. Intercultural communication refers to the interaction between or among people

having different linguistic, religious, ethnic, social, and professional backgrounds.
Interpretations of cultures must be appropriate.

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Identify the type of communication (according to context) that

happens in the following:

1. Meditation
2. Friends chatting during breaks
3. Haggling with an online seller
4. Asking for a leave from work
5. Brainstorming during group work

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.

ELABORATE!

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

Think of some situations that you have had a successful and unsuccessful
communication with someone. How did you make it successful? How did you
overcome the barriers?

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EVALUATE!

TASK 1: There are some communication situations that require us to strategize how we
respond. Read the situation below and do the activity.

Tom, a first-year college student, is called upon by the teacher to read a poem aloud.
“Do we really have to take this up now?” says Tom. “It’s boring!” shout some other
friends and classmates. Others giggle. But one shouts, “But I like it!” The rest are silent,
awaiting the teacher’s reaction.

As a student, how do you handle the situation? Using your own version of the communication
model, illustrate how you should ethically respond to your teacher’s instruction.

Criteria:
Content - Application of the concepts on the communication process and its types (5pts.)
Mechanics & Grammar- Spelling, sentence structure, etc. (5 pts.)

EXPLAIN!

TOPIC 3: Levels of Communication

1. Cliché Communication uses conventional messages to establish rapport, to break the

ice, and/or to end a conversation. Clichés are overused expressions that have lost their
original (content) meanings and have taken on new relational meanings. We expect
cliché communication at the beginning and end of every conversation, regardless of
our feelings about a person.

2. Factual communication uses events, makes observations, and offers knowledge to

others in a manner which can be called chit chat or small talk. Factual communication
includes reporting what you’ve read in a textbook, what you’ve studied for a test,
showing pictures of your children, and exchanging biographical information about
yourself. Factual communication is relatively safe and most do this well.

3. Evaluative communication offers opinions, ideas and judgments to others. This is

risky business because the odds are that others will reciprocate with their own
evaluations, which may be different from yours. When people consistently use
evaluative communication, they must be prepared for eventual conflict. It’s important
to consider the value of critical and creative thinking, as well as the relational

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meanings of messages that are exchanged. When using evaluative communication,

consider carefully the importance of descriptive, provisional, and responsible
expressions. Strive to avoid cautionary language, sarcasm, and nonverbal put-downs
(e.g., rolling your eyes in response to another’s comments).

4. Gut-level communication involves sharing our emotions and feelings with others.
We are sharing our very essence when we allow others to know our heart.

5. Peak communication is the highest level of communication. This is also called

"communal-level communication." Peak communication is rare, even among close
friends and family members.

EXPLAIN!

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.

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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.

ELABORATE!

What examples can you give for each of the functions?

EXPLAIN!

TOPIC 5: 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 to you.

Principles of Effective Oral Communication

1. Be clear with your purpose.
2. Be complete with the message

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3. Be natural with your delivery.

4. Be specific and timely with your feedback.
Principles of Effective Written Communication: The 7Cs
1. Be clear.
2. Be concise.
3. Be concrete.
4. Be correct.
5. Be coherent.
6. Be complete.
7. Be courteous.

EXPLAIN!

Ethics of 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 behavior 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 Basics of Ethical Communication

• Seek to “elicit the best” in communications and interactions with other group
members.
• Listen when others speak.
• Speak non-judgmentally.
• Speak from your own experience and perspective, expressing your own thoughts,
needs, and feelings.
• Seek to understand others (rather than to be “right” or “more ethical than thou”).
• 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.
• Manage your own personal boundaries: share only what you are comfortable sharing.
• Respect the personal boundaries of others.
• Avoid interrupting and side conversations.

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• Make sure that everyone has time to speak, that all members have relatively equal “air
time” if they want it.

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

EVALUATE!

Course Facilitator: Vanderlee Batalier Dalocdoc