Purposive Communication aims to develop the students’ communicative competence and enhance their cultural and

intercultural awareness
Communication. (Latin word “communicare” meaning to share) – the act of conveying meanings from one entity or
group to another through the use of mutually understood signs, symbols and semiotic rules; a systematic process in
which individuals interact through symbols to create and interpret meaning; the imparting or exchanging of information
such as telephone lines or computer; the act of transferring information from one place, person or group to another; it is
giving, receiving or exchanging ideas, information, signals or messages through appropriate media, enabling individuals
or groups to persuade, to seek information, to give information, or to express emotions; includes body-language, skills of
speaking and writing.
Wilbur Schramn. sharing of ideas in common. When we communicate, we are trying to establish a “commonness”
Oxford English Dictionary. imparting, conveying or exchange of ideas, knowledge, etc. whether by speech, writing or
signs
Louis A. Allen. sum total of all the things one person does when he wants to create understanding in the mind of
another. It is a bridge of meaning. It involves a systematic and continuous process of telling, listening, and
understanding.
Fred G. Meyer. connection by word, letters or messages, relationship of thoughts or opinions. It is the act of making
one’s ideas and opinions known to others.
Keith Davis. process of passing information and understanding from one person to another
The American Management Association. any behaviour that results in an exchange of meaning
D. E. McFarland. broadly defined as the process of meaningful interaction among human beings. More specially, it is the
process by which meanings are perceived and understandings are reached among human beings.
Charles F. Refield. the broad field of human interchange of facts and opinions and not the technologies of telephone,
telegraph, radio and the like
C.G. Brown. the transfer of information from one person to another whether or not it elicits confidence. But the
information transferred must be understandable to the receiver
National Society for Study of Communication. mutual exchange of facts, thoughts, opinions or emotions. This requires
presentation and reception, resulting in common understanding among all parts. This does not imply agreement.
Essential Features of Communication
1. It involves at least two persons. 4. Communication is a two-way process.
a. sender 5. Its primary purpose is to motivate a response.
b. receiver 6. Communication may be formal or informal.
2. Message is a must. 7. It flows Up and Down and also Side to Side.
3. Communication may be Oral, Written or Gestural. 8. It is an Integral Part of the Process of Exchange.
Elements of Communication
1. Communicator. sender, speaker, issuer or writer who intends to convey or transmit a message
2. Communicate. receiver for whom the communication is meant. He receives the information order or message
3. Message. the subject matter of communication (content of the letter, speech, order, information, idea or
suggestion)
4. Communication channel. the media by which the information and understanding are passed from the sender to
the receiver; serves as link between sender and receiver
5. Response or feedback. the effort, reply or reaction of the information transmitted, on the receiver; could be
successful, no communication, or miscommunication
Process of Communication
1. The communicator, first of all, formulates a clear idea about facts, opinion or information he wants to convey.
2. The idea is then translated by him into words (spoken or written), symbols or some other form of message
which he expects the receiver to understand. This process is known as encoding of the message.
3. The communicator selects a possible media for the transmission of the message (e.g. telephone, telegraph or
television. The message is conveyed with the help of the media selected.
4. The message is then received by the communicate. He tries to understand it by decoding the message.
5. The communicate acts upon the message as he has understood it.
6. Finally, the effectiveness of communication is measured through feedback. If the communication brings in the
desired changes in the actions or behaviour of the receiver, it is said to be successful communication. In case
there is no change in the actions or behaviour, there is no communication and if it leads to undesirable changes
it is a case of miscommunication.
Models of Communication Process
1. SHANNON-WEAVER MODEL
a. proponents: Claude Shannon and Warren Weaver; known as the mother of all models because if its
wide popularity; also known as information theory or Shannon theory because Claude Shannon was the
main person who developed the theory; primary value is in explaining how messages are lost and
disturbed in the process of communication; a linear model of communication that provides a framework
for analyzing how messages are sent and received; best known for its ability to explain how messages
can be mixed up and misinterpreted in the process between sending and receiving the message
b. Components:
i. Sender (Information source)
ii. Encoder (Transmitter)
iii. Channel
iv. Noise
1. Internal. points where it can happen: (1) at the point of encoding (2) at the point of
decoding
2. External. happens when something external (not in the control of the sender or
receiver) impedes the message. (1) at the point of transmission through the channel
v. Decoder. happens through devices like the telephone or interpreting a picture was sent to you,
etc.
 vi. Receiver (destination). the end point of the original Shannon and Weaver model
vii. Feedback. later added by Norbert Weiner which changed the model from linear to cyclical
model
2. BERLO MODEL
a. proponent: Dank K. Berlo; he has given the first widely accepted model of communication process
which presents communication as a dynamic interactive process; this model is popularly known as the
Dynamic Process Model; also called Berlo’s SMCR model; It represents the process of communication in
its simplest form; SMCR stands for Sender, Message, Channel, and Receiver; This communication tool
also emphasizes the coding and decoding of the message; It can be used for more efficient
communication; The components are influenced by different factors
b. Components:
i. Sender
a. Communication skills – reading, listening, speaking, etc.
b. Attitude
c. Knowledge
d. Social systems – values, beliefs, and rules that influences the way in which the sender
communicates the message, alongside location and circumstances
e. Culture
ii. Message
a. Content
b. Elements – (non) verbal aspects
c. Treatment – how the message is sent
d. Structure – refers to the way in which it is structured
e. Code – the form in which the message is sent (text, language, video, gestures, music,
etc.)
iii. Channel – medium used to send the message which must be picked up by the sensory system of
the receiver and may involve vision, sound, smell, taste or touch
a. Hearing
b. Seeing
c. Touching
d. Smelling
e. Tasting
For mass communication, it involves technical tools like phones, internet, and television.
In these cases, the transmitted information is assimilated by vision and sound (seeing
and hearing).
iv. Receiver
a. Communication skills – reading, listening, speaking, etc.
b. Attitude
c. Knowledge
d. Social systems – values, beliefs, and rules that influences the way in which the sender
communicates the message, alongside location and circumstances
e. Culture
3. TRANSACTIONAL MODEL
a. proponent: Dean Barnlund (1970); the exchange of messages between sender and receiver where
each take turns to send or receive messages; mostly used for interpersonal communication; also called
circular model of communication; two people communicate with multiple messages through what may
be multiple channels and with parallel messages; the messages may be distorted and the people may be
distracted, resulting in misunderstanding that fuels and hinders the model; a technique which helps to
understand the behaviour of other person so that communication becomes effective; understanding
 human behaviour helps to motivate, guide and direct other persons; facilitates communication; context
and noise are two critical barriers to effective communication
b. Components:
i. Sender (communicator). wishes to convey information to a receiver encodes the message using
a method such as speech or writing
ii. Message. encoding and decoding
iii. Channel. together with the noise
iv. Receiver. decodes the message by listening or reading

Nature of Communication

• Communication is a process • Communication is irreversible

• Communication occurs between two or more • Communication is proactive
people • Communication is symbolic
• Communication can be expressed through • Meaning in communication is individually
words, actions, or both at the same time construed
• Communication is systemic

Elements of Communication

1. Speaker. Sender or source of the information or message

2. Message. The information, ideas or thoughts conveyed by the speaker in words and actions
3. Encoding. The process of converting the message into words, actions, or other forms that the speaker
understands
4. Channel. The medium or the means, such as personal or non-personal, verbal, nonverbal, by which the speaker
understands (uses the 5 channels: ears, eyes, skin, mouth, nose)
5. Decoding. The process of interpreting the encoded message of the speaker by the receiver
6. Receiver. The recipient of the message or someone who decodes the message
7. Feedback. The reactions, responses or information provided by the receiver
a. Positive Feedback – confirms the source that the intended effect of the message was achieved and tells
the source that everything is going in the desired way
b. Negative Feedback – informs the source that the intended effect of the message was not realized
8. Context. interrelated conditions of communication which affect how people understand the message
a. Physical context – includes the setting where the communication takes place, time of the day, the
environmental condition, distance between or among the communicator
b. Social context – refers to the nature of relationships existing between or among the communicators and
it also sets the formality of the interaction
c. Psychological context – involves the communicators’ mood and feeling
d. Cultural context – is comprised of the beliefs, values and norms shared by a large group of people
e. Historical context – involves the background provided by previous interactions between or among
communicators which affect understanding of the current exchange
9. Barrier. the factors that affect the flow of communication – noise is any barrier to communication which results
to loss of meaning during the transmission
a. Physical Noise / Channel Noise – Loud background noises
b. Physiological Noise – when the body becomes a hindrance to good communication
c. Psychological Noise – occurs when one is thinking deeply for something or is suffering from an
emotional condition
d. Semantic Noise – words are grim, words have multiple meanings which could have different
interpretations, and subject is too tough for the receiver to comprehend.
Communication Models

a. Linear Commucation Model. illustrates communication in a one-way activity where message or information
flows from the speaker to the listener
b. Interactive Model. shows a two-way exchange which features the element of feedback
c. Transactional Model. considered the most accurate representation of the communication process. Although the
interactive models recognize feedback and the cyclical process of communication, these do not illustrate the
dynamic and simultaneous nature of communication Interactive models fail to consider the fact that both
communicators can send and receive information at the same time

Functions of Communication

1. Control. communication functions to control behavior

2. Social Interaction. communication allows individuals to interact with others
3. Motivation. motivates or encourages people to live better
4. Emotional Expression. communication facilitates people’s expression of their feelings and emotions
5. Information Dissemination. is to distribute or broadcast information

Seven Cs of Communication

1. Clear. be clear about your goal or message

2. Concise. stick to the point and keep it brief
3. Concrete. your audience has a clear picture of what you’re telling them
4. Correct. the technical terms you use fit your audience’s level of education; checked your writing for grammatical
errors; all names and titles spelled correctly
5. Coherent. Logical; all points are connected and relevant to the main topic, and the tone and flow of the text is
consistent
6. Complete. audience has everything they need to be informed and, if applicable, take action
7. Courteous. communication is friendly, open, and honest. There are no hidden insults or passive-aggressive tones

Seven Traditions of Communication

Robert T. Craig – in 1999, wrote and proposed the seven traditions of communication which expanded the
conversation regarding disciplinary identity in the field of communication; proposed a vision for communication theory
that takes a huge step toward unifying its complexities; focused on communication theory as a practical discipline and
showed how various traditions of communication theory can be engaged in dialogue on the practice of communication

1. RHETORICAL TRADITION. the practical art of discourse;to see the available means of persuasion; the ability to
speak or write persuasively
a. 3 Rhetorical Devices for Persuasion
a. Know your audience
b. Know your topic
c. Word Choice
b. 2 Main types of language
a. Connotative Language - more symbolic and encompasses the emotional meanings behind words
b. Denotative Language - focuses more on logic and appeals to the audience’s knowledge rather
than their emotions
c. 3 Main forms of Rhetoric
a. Ethos – appeal based on the character of the speaker
b. Logos – appeal based on logic or reason, documents, and evidences of the claims of the speaker
c. Pathos – appeal based on emotion; appeal to audience’s emotions and try to elicit a response
from them to win them over
 d. Five principles of Rhetoric
a. Invention
b. Arrangement
c. Style
d. Delivery
e. Memory
2. SEMIOTIC TRADITION. inter-subjective mediation by signs and symbols. Because meanings are in people, gaps
between subjective realities are bridged through a shared language or sign system (Semiotics - the study of
signs, sign systems and sign processes)
a. Semantics
i. How signs realter o their referents
b. Syntactics
i. Relationships among signs and consist of the rules by which people combine signs into complex
systems of meaning
c. Pragmatics
i. Utility of signs and how signs make a difference in people’s lives; how signs and sign systems are
used as tools to accomplish things in the world
d. Five Semiotic Systems
i. Linguistic
ii. Visual
iii. Audio
iv. Gestural
v. Spatial
3. PHENOMENOLOGICAL TRADITION. as dialogue; authentic humanrelationships are sustained, and common
ground is established through the direct experience of others (Phenomenology – the study of structures of
consciousness as experienced from the first-person point of view)
a. 3 conditions for personality and relationship change (Carl Rogers)
i. Congruence – most important attribute; real, open, integrated, and authentic during
interactions
ii. Unconditional positive regard – showing complete support and acceptance of a person no
matter what the person says or does
iii. Emphatic Understanding – understand others’ experience and feelings in an accurate and
compassionate way
4. CYBERNETIC TRADITION. information processing; with the goal of getting the most information across with the
least amount of interference. Feedback is the key concept that makes effective communication possible within a
system; concerned with concepts at the core of understanding complex systems such as learning, cognition,
adaptation, emergence, communication, and efficiency
5. SOCIO-PSYCHOLOGICAL TRADITION. expression, interaction, and influence; Cause-and-effect relationships can
be discovered through careful, systematic observation
a. Three divisions of the socio-psychological tradition
i. Behavioral – how people behave in commucation situations
ii. Cognitive – patterns of thought; how individuals acquire, store, and process information
iii. Biological – ways of thinking and behaviors; inborn influences
6. SOCIO-CULTURAL TRADITION. reproduction of social order; Reality is socially constructed through micro level
interaction processes; communicating in groups, society and cultures; produces and reproduces culture; cultural
differences are reflected in our diverse languages
7. CRITICAL TRADITION OF COMMUNICATION. discursive reflection; Social justice can be when ideological
distortions are recognized through communication practices that enable critical reflection; centered around very
idealistic views; to be involved with the critical tradition, acquiring knowledge is not enough but action is also a
 very fundamental key value; focus on history as the unjust distribution of power and suffering; seeks to
understand the taken-for-granted systems, power structures and beliefs that dominate society
a. Capitalistic systems. profit drives production, a process that ends up oppressing the working class
b. Marxism. capitalism on labor, productivity, and economic development and argues for a worker
revolution to overturn capitalism in favor of communism

Ethics. moral principles that govern people’s behavior and life conduct; differentiate between good and bad conduct;
the philosophical of what is right and wrong

Ethical Communication. the principle governing communication, the right and wrong aspects of it, the moral-immoral
dimensions relevant to interpersonal communication; maintaining the correct balance between the speaking and
listening; encompasses being honest in all communications, keeping confidential information confidential, and not
discussing the personal or business situations of others in public or in front of a third party

Unethical Communication. to describe any information, both verbal and nonverbal, that promotes unethical behavior;
the immoral principles of people; involves going against social or professional expectations of what is right; refers to bad
behavior or immoral conduct; threatens the quality of all communication and consequently the well-being of individuals
and the society

Importance of Ethics in Communication

• enhance credibility, improve the decision-making process and allow for trust between two parties
• provide the groundwork for right and wrong
• to be able to convey the right message to another
• to uplift the dignity and value of the receiver when emotions and culture are taken into consideration
• means acting under the principles of morality or acting in good moral standards
• most people are losing sight of what is right and what hurts other people
• giving respect and being a respectable human being

Communication is ethical when there is a balance in the knowledge and understanding of persuasion and its methods

Ethical issues of business communication is the way by which individuals or groups of people exchange information
between them. From end-to-end the process, effective communicators try as clearly and accurately to pass on their
ideas, intentions and objectives to their receiver.

Some examples of ethics are: integrity in personal and professional matters, honesty, truthfulness and sincerity, loyalty
and allegiance, responsibility, reliability and dependability, charity and kindness, respect for others and their property,
self-discipline and acting with reasonable restraint or kept unreasonable.

Ten Basics of Ethical Communication (by Jone Johnson Lewis – Sept. 10, 2015)

1. Seek to “elicit the best” in communications and interactions with other group members.
2. Listen when others speak.
3. Speak non-judgmentally.
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 conversation.
10. Make sure that everyone has time to speak, that all members have relatively equal “air time” if they want it.
Principles of Ethical Communication (by Aaron Mandelbaum / August 22, 2019)

1. Be truthful and honest

2. Active Listening (Pay attention, Withhold judgement, Reflect, Clarity, Summarize, Share)
3. Speak non-judgementally
4. Speak from your own experience
5. Consider the Receiver’s Preferred Communication Channel
6. Strive to Understand
7. Avoid a Negative Tone
8. Do not interrupt others
9. Respect Privacy and Confidentiality
10. Accept Responsibility

Five Levels of Communication (Scott Jeffrey)

1. Verbal
2. Physical
3. Auditory
4. Emotional
5. Energetic

The Global Code of Business Conduct and Ethics (Code) is designed to guide the conduct of all Principal employees,
regardless of location, function, or position, on ethical issues that are faced during the normal course of business. Acting
with integrity requires making decisions based on what is right.

Intercultural Communication. verbal and nonverbal interaction between people from different cultural backgrounds;
discipline that studies communication across different cultures and social groups, or how culture affects communication;
unfolds in symbolic cultural spaces where these are moments when a communication exchange has been affected by
cultural differences

• the study and practice of communication across cultural contexts

• the mutual creating of meaning across cultures
• the mechanism whereby people of different groups perceive and try to make sense of one another
• may also mean as a situated communication between individuals or group of different linguistic and cultural
origins

Intercultural Communicative Competence (or ICC). refers to the ability to understand cultures, including your own, and
use this understanding to communicate with people from other culture successfully; could include understanding how
gestures and the distance between speakers vary from culture to culture