PURPOSIVE

COMMUNICATION
(MODULE 1)
CHAPTER 1 Communication in the
Twenty- First Century
Communication Models
(Week 1 )

Michael Alibangbang
Instructor

Learning Module in Purposive Communication Page 1 of 18

 GENERAL INSTRUCTIONS

Teacher’s Contact Number: 09163041728

Email Address: michael.alibangbang01@deped.gov.ph

1. You write your answers on a long bond paper which will be collected every week
in exchange for the next module. There’s no need to copy the questions in this
module, you just have to label your answers properly. You use one bond paper
for each lesson and utilize the back portion if needed.

2. Links are available for your further understanding of each lesson.

3. Some activities have specific directions on their mode of submission so make

sure to follow the instructions faithfully.

4. If you have questions or comments on the content, write it on the space given at
the end of every lesson. If it is urgent for you, you can send a message at my
contact number.

5. Do not share my contact details or make fun with it!

Learning Module in Purposive Communication Page 2 of 18

 SOUTHERN PHILIPPINE COLLEGE, INC.
Gil Sanchez, Labason, Zamboanga del Norte

Subject: Purposive Communication Quarter: 1

Module No: 1 Week: 1
Instructor: MICHAEL ALIBANGBANG

PREFACE

Communication is what connects us as human beings. Society cannot

function without communication, whether it is face-to-face conversation across a
dinner table or video conferencing across international boundaries. But because it
is regular part of our lives, almost like breathing, communication is often thought
of, if at all, as something we are just naturally born to do.

This module will introduce several concepts about communication

beginning from the Ancient Greeks until the twenty-first century. This module
clears up this misconception. Communication, seemingly natural and therefore,
need not be studied, has to be learned and mastered. Communication is an art, a
science, a process, and a technique. It will illuminate several perspectives about
communication, the most important one being that it is necessary and important
skill that should be honed to become better citizens and to help in building one’s
society.

It will explore the use of English in the world, as well as its usage in the
Philippines. It will also discuss the perils of language, and how we can find the
seeds of racism, sexism, and classism in the language that we use- and what one
can do to ensure that one’s language is as academic and inclusive as possible. The
goal is for the student to learn that effective oral communication is the bridge to
success in the real world outside the classroom.

CHAPTER 1 Communication in the Twenty- First Century

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Lesson 1: Communication Models
Aristotle’s Model of Communication
Shannon-Weaver’s Model of Communication
Osgood-Schramm’s Model of Communication
Schramm’s Model of Communication (1955)
Eugene White’s Model of Communication
Course Name Purposive Communication
Course Code
Course Credit 3 units
Pre-Requisite None
Course This course focuses on four macro skills and
Description presenting to different audiences and for various
purposes which develop the students’ communicative
competence, and enhances their cultural and
intercultural awareness through multimodal tasks that
provide them opportunities for communicating
effectively and appropriately to a multicultural audience
in a local or global context. It equips students with tools
for critical evaluation of a variety of texts, focusing on
the power of language and the impact of images that
emphasize the importance of conveying messages
responsibly. The knowledge, skills, insights and values
are gained from their chosen discipline as they apply
them to relevant oral, written, audio-visual and/or web-
based output for various purposes.

This course is intended to produce mature,

highly-skilled and competent graduates who live with a
quality life locally and globally with holistic curriculum,
adaptive for the 21st century learners who are highly
competitive individuals and can apply theories into real-
life situation.

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 Learning At the end of the course, the students would be able to:
Outcomes

Knowledge
1. Describe the nature, elements, and functions of
verbal and non-verbal communication in various
and multicultural contexts.
2. Explain how cultural and global issues affect
communication.
3. Determine culturally appropriate terms,
expressions, and images.
4. Evaluate multimodal texts critically to enhance
receptive (listening, reading and viewing) skills.
5. Summarize the principles of academic text
structure.

Skills
1. Convey ideas through oral, audio-visual, and/or
web-based presentations for different target
audiences in local and global settings using
appropriate registers.
2. Create clear, coherent, and effective
communication materials.
3. Present ideas persuasively using appropriate
language registers, tone, facial expressions, and
gestures.
4. Write and present academic papers using
appropriate tone, style, conventions and
reference styles.

Values
1. Adopt cultural and intercultural awareness and
sensitivity in communication of ideas.
2. Appreciate the differences of the varieties of
spoken and written language.
3. Adopt awareness of audience and context in
presenting ideas.
4. Appreciate the impact of communication on
society and the world.
COURSE REQUIREMENTS
 Submit assignments and project on time and pass the quizzes and examination.
 Complete outputs/ portfolios

GRADING SYSTEM
 Major Examinations
20%
 Activity/Reports/Projects
40%
 Quizzes/Work sheets/ Assignments/Attendance
40%

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 Total 100%

MIDTERM GRADE TENTATIVE FINAL

GRADE

Prelim Examination 25% Semi-final Examination 25%

Midterm Examination 25% Final Examination
25%
Class Standing 50% Class Standing
50%
Total 100% Total
100%

Final Grade = Midterm Grade + Tentative Final Grade

2

Prepared by:

MICHAEL ALIBANGBANG
Instructor

Noted and Verified by:

PEPE U. CALIXTO
College Dean

Approved by:

SHANE C. GALON
School President

Module 1 Communication in the

Twenty-First Century
Week: 1

LESSON 1 Communication Models

You are now about to start the first lesson of the Week. Read the learning materials below then
complete/answer the given task.
Learning Module in Purposive Communication Page 6 of 18
Specific Learning Outcomes
At the end of the lesson, you will be able to:
a. Understand the importance of communication in society;
b. Know the principles and processes of communication as embodied in the
communication models provided; and
c. Relate the communication models to their experiences and apply them to
their own communication processes.

Before-Reading Questions:
1. Why is communication important to you?
________________________________________________________________________
________________________________________________________________________
________________________
2. Why is communication important to society?
________________________________________________________________________
________________________________________________________________________
________________________
3. Why do you think communication skills are considered to be essential in
being good citizens?
________________________________________________________________________
________________________________________________________________________
_______________________

Introduction

“The art of communication is the language of leadership.” -James Humes

Communication is an intricate process of sharing ideas, thoughts,
and information. It is a mistake to believe that communication is a simple process.
Although people communicate with one another every day, the real question is
whether the ideas one has expressed are truly understood by another.
Communication breakdowns happen in every part of the globe, and these have led
to a plethora (plenty) of problems. Effective communication can breach peace,
spark revolutions, and affect change in government. However, to communicate
properly, one cannot simply strive to express oneself and leave understanding to
fate; one must also learn how to organize one’s thought, control one’s emotions,
use one’s words to articulate conceptsand arguments, and express oneself in
the best way possible.

The art of one’s communication reflects the art of one’s

thinking.
According to James Berlin (1982), one of the major
proponents of
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 TheNew Rhetoric, “In teaching writing, we are not
simply offering training in a useful technical skill that is
meant as a simple complement to the more important
studies of other areas. We are teaching a way of
experiencing the world, a way of ordering and making
sense of it” (776).

This is also true when it comes to all the language skills essential in
communication, whether this is in writing, reading, listening, or speaking. They are
tools that help us analyze, critique, and negotiate with the world. To construct
ideas and bring people to believe in one’s vision, it is important to be able to
communicate in an effective, articulate manner. On a personal level, honing one’s
communication skills can also bring about success to one’s personal and
professional life.

To lead nations or corporations, communication

skills are essential. To work smoothly as a team,
communication is indispensable (necessary). And to
create a vision that people will believe in, one needs to
learn how to communicate purposefully in today’s
society.

After-Reading Questions:
1. What problems can happen when there are communication
breakdowns?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
________
2. What does Berlin mean when he says “(In teaching writing), we
are teaching a way of experiencing the world, a way of ordering
and making sense of it”?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
________
3. Is this only true for writing? Explain.
________________________________________________________________________
________________________________________________________________________

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 ________________________________________________________________________
____________________________________

Think of this!

The best way to understand communication is to see it graphically.

Many authors and researchers have come up with their own models based on what
they want to emphasize as being an important component of communication.
 According to Denis Mcquail and Sven Windahl (2013), in their book
Communication Models for the Study of Mass Communication, “a model
seeks to show the main elements of any structure or process and the
relationship between these elements… it helps in explaining by providing in
a simplified way information which would otherwise be complicated or
ambiguous.”

 Professor Ramona S. Flores (2016), in her book Oral Communication in

Context, discusses four models of communication in the chapter,
“Explaining the Nature of Communication.” She discusses the different
communication models as follows:

Communication Models

Aristotle’s Model of Communication

Aristotle’s model of communication is the earliest model that comes from around 5 B.C.
In this model, Aristotle explains that speakers should adjust their messages according to their
audience and the occasion to achieve a particular effect. 1Aristotle

See left picture as an example:

Afterthe Japanese attacked Pearl Harbor on December 7,

1941, then
US President Franklin Roosevelt delivered a stirring
speech to declare
war on Japan on December 8 (National Geographic,
2017).
The speaker, in this case, was US President Franklin
Roosevelt and his Speech was crafted especially for the occasion, filled with strong words that

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were crisp and straight to the point. The main audience was the US Congress; and the effect was
to persuade members of Congress to declare war on Japan, which they did, with only one
dissenting vote. These components of speaker, speech occasion, audience, and effect should be
considered when communicating one’s message.

Think of this!
Although Aristotle focused on the Speaker and the Message, the most
important part in his model is the Setting where the Listener is situated. It is the
setting that dictates the Message. The three setting in Aristotle’s time were:

 Legal Setting meant the courts where ordinary people defended themselves
(there were no lawyers then).
 Deliberative Setting meant the political assemblies, the highest of which
was the Roman Senate.
 Ceremonial Setting meant the celebrations held when they won a war,
when they lost a leader or had a new one, and when they welcomed a
visiting leader from another kingdom or country.

Shannon -Weaver’s Model of Communication

The Shannon-Weaver model was created by Claude Shannon and Warren
Weaver which gave us the concept of “noise”. This is often called the Telephone
Model because it is based on the experience of having the message interfered with
by “noise” from the telephone switchboard back in the 1940s. According to the
website Communication Theory.Org, in 1948, Shannon and Weaver wrote an

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article in the Bell System Technological Journal entitled “A Mathematical Theory
of Communication.”

The sender would be the person giving the message, while the encoder
would be the transmitterwhich converts the message into signals.

Let us use the modern example of the

mobile phone.

With our modern example, the encoder

would be the cellphone, and the sender, of course,
would be the person calling. The decoder, on the
other hand, would be the reception place of the
signal which converts signals to message, which is
why in modern parlance, whenthere is “no signal”,
there is difficulty in decoding the message.

The receiver would be the destination of the message by sender which would
be the person who is being called- and when there are problems, or “noise”, that
interferes with the message, then the receiver would give feedback, which is
usually phrased as “choppy”, when the message cannot be heard because of the
signal. The messages are transferred through the use of a channel; in the case of the
telephone, the channel would be the cables, while in the case of the cellphone, the
channel would be the radio frequencies (Communication Theory.Org). This model
can also be used in other situations, and can tell us how the message may
sometimes get lost because of the noise, which can be physical or psychological,
and how feedback is an essential component of communication to ensure that the
message is successfully received.

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 Osgood-Schramm’s Model of Communication
There are two primary models involved when it comes to Schramm’s
model of

communication.

 Firstmodel is built on the theories of Osgood, which is why this is

also known as the Osgood-Schramm model.

Osgood-Schramm Model of Communication

In this model, pay attention to the role of the

interpreter. Encoding and decoding are not
automatic processes both go through the filter of the
interpreter. Therefore, the message may succeed or
fail, based on the interpreter’s appreciation of the
2Charles E. Osgood message. There are times when the sender and
receiver may apply different meanings to the same
message, and this is termed “semantic
noise”(Communicative Theories.Org).

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  Second model, on the other hand, builds his theory about the
interpreter into the different fields of experience of the sender and the
receiver.

Schramm’s Model of Communication (1955)

For the message to reach the receiver, there must be a common

field of experience between the sender and the receiver. Although the

receiver might not fully appreciate all the nuances of the message, as

there are parts of the sender’s experience that the receiver has no

knowledge of, the receiver may still understand the core meaning of

the message. According to Sneha Mishra (2017), this field of 3Wilbur Schramm

experience may constitute “culture, social background, beliefs,

experiences, values, and rules.”

Think of this!

 Wilbur Schramm is considered as Father of Mass

Communication. He came up with five models, but the Schramm
Learning Module in Purposive Communication Page 13 of 18
 Model (1955) we are concerned with is the concept that explains why
communication breakdown occurs. Schramm asserts that
communication can take place if and only if there is an overlap
between the Field of Experience of the Speaker and the Field of
Experience of the Listener.

Wilbur Schramm is considered the founder of the field of

Communication Studies. He was the first individual to identify himself
as a communication scholar; he created the first academic degree-
granting programs with communication in their name; and he trained
the first generation of communication scholars.

 Field of Experience is everything that makes a person unique-

everything he/she has ever learned, watched, seen, heard, read, and
studied. In other words, it is everything a person has ever
experienced or not experienced, done or not done.

Eugene White’s Model of Communication

The last model is Eugene White’s Stages of Oral Communication,
which tells us that communication is circular and continuous, without a
beginning or end. This is why he made a cyclical model. According to
White, it is possible to begin at any

of the stages outlined in his model. People are under the

mistaken impression that when we communicate, we usually

start with thinking, but that is not necessarily the case. Since it is

a circular model, it means that oral communication is a

continuous process with no real beginning or end.

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 In conclusion, communication is not a simple process

that starts with the speaker and ends with the listener-

there are many factors that should be considered. When it

comes to the message, how the message is organized and

what field of experience it comes from should be taken into

consideration. When it comes to the sender, the best

communication is the one that involves feedback.

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 White’s Stages of Oral Communication

Think of this!

 The Concept of Feedback is the most important contribution from

Eugene White’s model to the field of communication. Feedback is the
perception by the Speaker about the response of the Listener. The
Speaker can only receive feedback if the Speaker is monitoring the
Listener. The Speaker will know what the Listener’s response is only
if he/she is paying attention. Hence, the Speaker must also pay
attention to the Listener’s verbal and non-verbal cues.
 Furthermore, there are several kinds of “noise” that may severely
affect the reception of the message and thus, should be considered
and avoided.
 Cultural differences, technology, and interpretation need to be
consider as well.
 To be good communicators, one needs to pay attention to how
people are responding to the message, and adjust accordingly, rather
than being preoccupied with simply expressing oneself.

Evaluation

Activity I. Complete the statement with the correct answer.

1. In Eugene White’s model of communication, he introduces the

concept of ____________ which is the ______________ of the
Listener as monitored by the Speaker.
2. Schramm’s model transforms the Message into the
_______________ which is passed from the Source to the
____________________.
3. Aristotle’s model of communication focuses on the Speech or the
Message which is dictated by the _____________________.

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 4. The Telephone model of _____________________ and
_____________________ talks about the concept of
__________________ which interferes with communication.
5. The best way to understand __________________ is to see it
___________________.

Activity II. Answer the following questions correctly.

1. What is Communication?
2. What are the two main elements involved in communication?
3. Enumerate the models of communication being discussed and
explain each.
4. Among all the models of communication being discussed, which of it
have you experienced in your day to day activity? Support your
answer.
5. Create your own concept of model of communication and explain
your output.

Date of Submission: Feb 17, 2023

P.S.

I hope that the discussion above helps you a lot! God bless
you always.

REFERENCES:

Uychoco, Marikit Tara A., Santos, Maria Lorena, 2018.

‘Communication for Society: Purposive Communication’ First Edition.
Manila, Philippines. Rex Books Store, Inc.

Flores, Ramona S., 2016. ‘Oral Communication in Context’ First

Edition. Manila, Philippines. Rex Books Store, Inc.

Learning Module in Purposive Communication Page 17 of 18

 https://en.wikipedia.org/wiki/Wilbur_Schramm#:~:text=Wilbur
%20Schramm%20is%20considered%20the,first%20generation%20of
%20communication%20scholars.

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