COMMUNICATION

LESSON 2-LESSON 4
SOURCE: BARADILLO, et al ( 2018)
What is your daily communication
activities?

talking listening

writing reading
◦ Weber (2008) noted that 70% of a person’s total
waking time is spent in communicating in some
manner.

◦ TALKING – 30 %
◦ LISTENING - 45%
◦ WRITING – 9%
◦ READING – 16%
Advantages of studying
Communication (Pearson,2003)
◦ 1. It can improve the way you see yourself.
◦ 2. It can improve the way others see you.
◦ 3. It can increase what you know about human
relationships.
◦ 4. It can teach you important life skills.
◦ 5. It can help you exercise your constitutionally
guaranteed freedom of speech.
What is Communication?

Comes from Latin word COMMUNICARE which means “

to make common” or ” to share”
1. It is the exchange of thoughts, feelings,
expressions and observations among people who
can transmit messages verbally or non-verbally.
It can be through spoken or written words that
can be done with gestures, mannerisms and style
(Dapat, et al, 2016).
2. It is the process by which meaning is exchanged
between individuals through a common system
of symbols, signs, or behavior ( Pearson, 2003).
◦ 3. It is our ability to share who we are and what we
know with others( Liu, Volcic & Gallios, 2019).
Communication Principles
◦ 1. Communication begins with the Self.
◦ 2. Communication involves Others.
◦ 3. Communication is Complicated.
◦ 4. Communication is Inevitable, Irreversible, and
Unrepeatable ( DeVito,1999).
Characteristics of Communication
( Liu, Volčič & Gallios, 2019)

◦ 1. DYNAMIC PROCESS
◦ 2. INTERACTIVE
◦ 3. SYMBOLIC
◦ 4. CONTEXTUAL
Values of communication
◦1. Personal
◦2. Relational
◦3. Cultural
◦4. Professional
ELEMENTS OF COMMUNICATION PROCESS
◦ 1. SENDER/ SPEAKER/ENCORDER/INITIATOR
◦ 2. RECEIVER/ LISTENER/DECODER
◦ 3. MESSAGE
◦ 4. CHANNEL( AURAL, PICTORIAL,VISUAL,VERBAL)
◦ 5. FEEDBACK ( FRAME OF REFERENCE)
◦ 6. INTERFERENCE/NOISE (INTERNAL,
EXTERNAL,SEMANTIC)
◦ 7. SITUATION
◦ 8. CONTEXT
FACTORS AFFECTING COMMUNICATION PROCESS
◦ 1. PSYCHOLOGICAL
◦ 2. CULTURAL
◦ 3. PHYSICAL
◦ 4. SOCIAL
◦ 5. HISTORICAL
◦ 6. RELIGIOUS
WHAT ARE THE COMMUNICATION MODELS?

◦ The communication model is a systematic representation of

the procedure that aids in understanding the human
communication process. Models depict the process
symbolically and conceptually. They also help to simplify
the complex process of conversing and establish where and
with whom communication occurs. There are three broad
categories, including the linear, interactive and transactional
models of communication. Each model offers a unique
perspective on the process of communicating.
◦ (source: https://uk.indeed.com/career-advice/career-development/the-communication-model
3 types of communication models

◦ 1. The linear model of communication

◦ Linear communication involves conveying a message without
receiving any response from the recipient. It's a one-way
communication method that can be useful for delivering a
message to a large group of individuals at once. This
communication model focuses more on the speaker than on the
receiver of information. Examples of linear communication
include written content, radio and television.
◦ SHANNON AND WEAVER MODEL ( Claude Shannon &
Warren Weaver,1949)
◦ The five communication elements featured in this model
are the source, transmitter, channel, decoder, noise and
receiver. This model focuses on telephone and radio
cables and proposes that there are static or background
sounds that may disrupt the communication process.
These disturbances or noises refer to any factor that can
hinder effective communication between the sender and
receiver of a message.
◦ BERLO'S MODEL ( David Berlo, 1960)
◦ Berlo's model is an extension of the Shannon and Weaver
model. It explains the communication process in four
steps, including the source, message, channel and receiver.
The model suggests that there are key factors that may
influence communication between two persons, including
the social system and cultural background. Consequently,
the elements regulating the message the source sends also
affect how the recipient decodes the information.
2. Interactive model of communication

◦ Interactive communication occurs when everyone in the

conversation includes only the sender and a receiver of a
message. Contrary to the linear model, the interactive model
of communication allows feedback. This means that when the
sender conveys information, the receiver can also respond and
share their opinions. An example is a telephone conversation
between two colleagues or the exchange of emails within the
work environment.
◦ THE OSGOOD-SCHRAMM MODEL
◦ ( WILBUR SCHRAMM & CHARLES OSGOOD ,1954)
◦ The Osgood-Schramm model is a circular model that
represents a reciprocal manner of communication between a
message's sender and receiver. In this approach, the
communication circle fulfils three functions such as encoding,
decoding and interpreting. Both the sender and the receiver
encode and decode information at the same time. This model
encourages feedback from the audience and exhibits good
communication by accounting for interpretation.
◦ THE WESTLEY AND MACLEAN MODEL ( BRUCE
WESTLEY,1915-1990 & MALCOLM MACLEAN,1913-2001)
◦ Westley and MacLean emphasise a significant
relationship between environmental responses and
communication. According to the model,
communication starts when an individual receives a
message and responds based on their object of
orientation or physical surroundings. This implies that
several factors, such as experiences or cultural diversity,
can influence how an individual communicates and
responds to the message they receive.
3. Transactional model of communication

◦ The transactional communication model refers to the continuous

exchange of information that occurs between the sender and the
recipient at the same time. It presents communication as a two-way,
dynamic process within a social, relational and cultural framework.
The relational environment describes a person's interpersonal history
and the type of relationship they possess with another person. In the
cultural context, many identification components, such as ethnicity
and values, define the flow of communication. At the same time, the
social context includes standards that regulate the communication
process.
◦ Barnlund’s Model (DEAN BARNLUND, 1970)
◦ According to Barnlund's transactional model of
communication, sending and receiving messages are
mutually exclusive. This model suggests that the
effectiveness of communication is the responsibility of
both the sender and receiver. The model also indicates
that individuals communicate to form intercultural
relationships and build communities.
◦ Dance's Helical model (FRANK DANCE, 1967)
◦ Dance's model depicts communication as a dynamic, non-linear,
continuous and evolutionary process. The model proposes how
the communication process continues to expand and evolve as
individuals send messages and receive feedback from one
another. For example, communication between two strangers
develops into a less formal dialogue as they interact
continuously. This measure signifies that previous experiences
.
and conduct can influence communication flow He emphasised
the role of disruptions and problems in communication.
FORMS OF COMMUNICATION
◦ 1. VERBAL
◦ -using word thru spoken or written communication
◦ A. ORAL COMMUNICATION
◦ Listening takes an important part.
Need to understand the other communicator
Types of conversation
◦ 1. DIALOGUE- COOPERATIVE; TWO-WAY CONVERSATION;TO
EXCHANGE INFORAMTION AND BUILD A RELATIONSHIP
◦ 2. DEBATE – COMPETITIVE; TWO-WAY CONVERSATION; TO
WIN AN ARGUMENT
◦ 3. DISCOURSE – COOPERATIVE ;ONE-WAY CONVERSATION;TO
DELIVER INFORMATION FROM THE SPEAKER TO THE
LISTENER
◦ 4. DIATRIBE – IS COMPETITIVE;ONE-WAY CONVERSATION; TO
EXPRESS EMOTION; BROWBEAT THOSE THAT DISAGREE, AND
OR INSPIRE THOSE THAT SHARE SAME PERSPECTIVE
Tips for effective communication
◦1. know your audience
◦2. know your topic
◦3. plan your presentation
◦4. be familiar with the venue
ELEMENTS OF VOCAL DELIVERY
◦ 1. PITCH – highness or lowness of voice
◦ 2. VOLUME – loudness or softness of voice
◦ 3. RATE -speed
◦ 4. PAUSE – temporary stop in vocal delivery
◦ 5. ANIMATION –liveliness of the voice
◦ 6. VOCAL VARIETY –proper pronunciation
◦ 7. VOCAL QUALITY –distinct characteristic of one’s
voice
B. WRITTEN COMMUNICATION
◦ USES WRITTEN LANGUAGE
◦ EFFECTIVENESS DEPENDS ON WRITING STYLE,
GRAMMAR,VOCABULARY, AND CLARITY
◦ PEN & PAPER LETTERS AND DOCUMENTS,
ELECTRONIC DOCS, EMAILS, SMS OR TXT
MESSAGES, MEMOS, WRITTEN REPORTS AND
EVERY THING THAT IS TRANSMITTED USING
WRITTEN LANGUAGE
TIPS FOR EFFECTIVE WRITING
◦ 1.USE FAMILIAR WORDS
◦ 2. CHOOSE SHORT OVER LONG WORDS
◦ 3. USE TECHNICAL WORDS WITH CAUTION
◦ 4. SELECT WORDS WITH THE RIGHT STRENGTH
AND VIGOR
◦ 5. USE CONCRETE LANGUAGE
◦ 6. USE THE ACTIVE VOICE
◦ 7. AVOID OVERUSE OF CAMOUFLAGED VERBS
NON-VERBAL COMMUNICATION
◦ Non-verbal communication refers to the transmission of a
message without the use of words.
◦ According to the study of Mehrabian (1981) only 7% of a
receiver’s comprehension of message is based on the sender’s
actual words, 38% is based on paralanguage ( the tone, pace
and volume), and 55% is based on the non-verbal cues cues
such as body stance, tone of voice , and facial expression.
NON-VERBAL CUES
◦ 1. Facial Expressions
◦ 2. Eye Contact
◦ 3. Body language
◦ 4. Posture
◦ 5. Touch
◦ 6. Space (proxemics)
◦ 7. Appearance
◦ 8. Symbols
◦ 9. Aesthetic communication ( painting, dancing , etc)
OTHER FORMS OF COMMUNICATION
◦ 1. INTRAPERSONAL COMMUNICATIO
◦ 2. INTERPERSONAL COMMUNICATION
◦ 3. PUBLIC COMMUNICATION
◦ 4. VISUAL COMMUNICATION
◦ 5. MASS COMMUNICATION
◦ 6. COMPUTER-MEDIATED COMMUNICATION (the use
of an application computer to control multimedia interactive and
message-based communication)
VISUAL COMMUNICATION
◦ REFERS TO THE USE OF ANY IMAGE TO
COMMUNICATE AN IDEA.
◦ THRU PICTURES, GRAPHS, CHARTS, SIGNS AND
SYMBOLS
◦ TO INFORM , EDUCATE, OR PERSUADE AN AUDIENCE
◦ ALDOUS HUXLEY (blind) EXPLORED VISUAL COMM.
◦ For him, seeing is the sum of sensing, selecting, and
perceiving.
Types of Visual communication
◦ 1. CAVE PAINTINGS – PRIMITVE FORM OF COMM
◦ 2. PETROGLYPHS – IMAGES CARVED ON ROCKS
◦ 3. GEOLYPHS – DRAWINGS OR DESIGNS ON THE
GROUND BY ARRANGING GRAVEL, STONES, OR
SOIL
◦ 4. PICTOGRAMS-IMAGES THAT REPRESENT
PHYSICAL OBJECTS
◦ 5. IDEOGRAMS- PICTURES THAT REPRESENT IDEAS
◦ 6. LOGOGRAM –A CHARACTER THAT REPRESETNS A WORD OR
MORPHEME
◦ 7. CUNEIFORMS - EMPLOYED SIGNS TO REPRESENT NUMBERS,
THINGS, WORDS, AND THE SOUND OF THE WORDS
◦ 8. HIEROGLYPHICS – CONTAINED A COMBINATION OF LOGOGRAPHIC,
ALPHABETIC, AND IDEOGRAPHIC ELEMENTS USED BY THE ANCIENT
EGYPTIANS

◦ THE STUDY OF SYMBOLS AND VISUAL COMMUNICATION IS CALLED

SEMIOTICS. WITH THE PURPOSE OF ANALYSING HOW PEOPLE MAKE
MEANINGOUT OF IMAGES AND SYMBOLS, AND HOW THEY ARE
INTERPRETED.
PERSPECTIVE IN ANALYSING VISUAL
IMAGES
◦ 1. PERSONAL
◦ 2. HISTORICAL
◦ 3. TECHNICAL
◦ 4. ETHICAL
◦ 5. CULTURAL
◦ 6. CRITICAL
Types of communication according to
MODE
◦ VERBAL - - NON-VERBAL
WORDS. - HAPPY DISPOSITION, HAND-SHAKE , ANY
FACIAL EXPRESSIONS, BODY MOVEMENTS, GESTURES

◦ - VISUAL – THIS TYPE USES VISULA TO CONVEY

INFORMATION OR MESSAGES
◦ - SIGNS, SYMBOLS, MAPS, GRAPHS,
◦ SOURCE ( Madrunio and Martin, 2018)
types of communication according to CONTEXT

◦ INTRAPERSONAL- TALKING TO ONESELF; SELF-

STATEMENT OR SELF-VERBALIZATION
◦ INTERPERSONAL – INTERACTIVE EXCHANGE BETWEEN
TWO OR MORE PEOPLE TO ESTABLISH OR DEEPEN
RELATIONSHIP WITH OTHER PEOPLE
◦ EXTENDED COMMUNICATION – involving the use of
electronic media like phone conferencing; SKYPE calls
◦ ORGANIZATIONAL COMMUNICATION – focuses on the role
that communication plays in organizational context like in
workplace
Organizational structures
 FORMAL STRUCTURE allows communication to take place via
designated channels of message flow between positions in the
organization IN 4 APPROACHES
1. DOWNWARD- superiors to subordinates
2. UPWARD – subordinates to superiors
3. HORIZONTAL- among people belonging to the same level but
coming from different departments
4. CROSSWISE – among people from different levels of different
departments
◦ INFORMAL – COMES FROM UNOFFICIAL CHANNELS OF
MESSAGE FLOW – KNOWN AS GRAPEVINE , MESSAGES
COMING FROM DIFFERENT LEVELS OF ORGANIZATION
ARE TRANSMITTED
◦ -THIS OCCURS DUE TO DISSATISFACTION OF SOME
EMPLOYEES ACCOMPANIED BY UNCERTAINTY ; MIGHT
LEAD TO GOSSIPS
◦ -ORIGINAL SOURCE MAY BE DIFFICULT TO DETERMINE
INTECULTURAL COMMUNICATION
COMMUNICATION BETWEEN AND AMONG PEOPLE
HAVING DIFFERENT LINGUISTICS, RELIGIOUS, ETHNIC,
SOCIAL AND PROFESSIONAL BACKGROUNDS
According to purpose and style
◦ FORMAL - EMPLOYS FORMAL LANGUAGE DELIVERED
ORALLY OR IN WRITTEM FORM – LECTURES, PUBLIC,
TALKS/SPEECHES, RESEARCH, PROJECT PROPOSALS
-TO INFORM, TO ENTERTAIN, TO PERSUADE
INFORMAL - DOES NOT EMPLOY FORMAL LANGUAGE. IT
INVOLVES PERSONAL AND ORDINARY COVNERSATIONS
WITH FRIENDS, FAMILY MEMBERS. THE MODE MAYBE
ORAL OR WRITTEN LIKE LETTERS, PERSONAL NOTES
WITH THE PURPOSE TO SOCIALIZED AND ENHANCE
RELATIONSHIPS.