MODULE 1: Communication Processes, Principles and Ethics

Objectives:

1. Identify the different definitions of communication.

2. Familiarize with different models of communication.

3. Analyze conversations considering ethical principles.

4. Apply the concepts through writing an essay.

What is Communication?

• Etymology: Communicare (Latin) – to make common or to share.

• Meaning: Communication is the act of sharing, exchanging, or understanding messages

between people.

• Definition by Authors:

o Chase and Shamo (2013): A common understanding of something.

o Seiler & Beall (1999): Simultaneous sharing and creating of meaning through human
symbolic interaction.

o Woods (2004): A systematic process where individuals interact with and through
symbols.

o DeVito: Communication is a process—always changing, in motion.

Process of Communication:

1. Source – sender of the message

2. Message – information to be communicated

3. Encoding – turning ideas into words/symbols

4. Channel – method of transmission (e.g., speech, text)

5. Decoding – interpreting the message

6. Receiver – person who receives the message

7. Feedback – response from the receiver

8. Context – the situation in which communication happens

 Communication Breakdown:

• Happens when the message is not understood.

• Noise is anything that interferes:

1. Physical Noise – environmental distractions (e.g., loud music)

2. Psychological Noise – mental barriers (e.g., biases)

3. Semantic Noise – misunderstood words (e.g., jargon)

Faces of Communication:

1. By Mode:

• Verbal – spoken or written

• Non-Verbal – gestures, facial expressions, tone

• Visual – signs, symbols, emojis, images

2. By Context:

• Intrapersonal – communication with oneself (inner talk)

• Interpersonal – two or more people (conversation)

• Organizational – within structures like schools or companies

• Intercultural – across different cultures

3. By Purpose and Style:

• Formal – structured (e.g., speeches, reports)

• Informal – casual (e.g., chatting with friends)

Models of Communication:

Model Description Meaning

Aristotle Focus on speaker and speech One-way; persuasive speech

Source, Message, Channel, Communication depends on skills, attitude,

Berlo’s SMCR
Receiver knowledge
Model Description Meaning

Shannon-
Introduced noise Linear; sender → message → receiver
Weaver

Schramm Circular with feedback Encoding and decoding happen both ways

Osgood-
Sender and receiver are equal Interactive; feedback is constant
Schramm

Communication grows with

Helical (Dance) Spiral model showing evolving understanding
time

Principles of Effective Communication:

General Principles:

1. Know your purpose

2. Know your audience

3. Know your topic

4. Adjust to the context

5. Work on feedback

Oral Communication:

• Be clear, complete, concise, natural, specific, timely

Written Communication:

• Be clear, concise, concrete, correct, coherent, complete, courteous

Communication Ethics (Johnston, 1994):

Ethical Principle Meaning

Mutuality Consider both your needs and others'

Individual Dignity Respect others' rights and feelings

Accuracy Share factual and truthful information

Access to Information Promote open exchange of ideas

Accountability Take responsibility for your words and effects

Ethical Principle Meaning

Relative Truth Recognize others’ perspectives

Use of Power Be fair, especially if you have more influence

MODULE 2: Communication and Globalization

Objectives:

1. Define globalization

2. Analyze its role in society

3. Describe the future of globalization

4. Reflect on one’s role

What is Globalization?

• Definition: The process of connecting people globally across political, cultural, and
economic boundaries.

• Nowaczyk (2017): Exchanging ideas across traditional borders.

• Gamble & Gamble (2013): Integration and interdependence.

• Friedman: Describes globalization as the "flattening" of the world.

• McLuhan: The world becomes a "global village" due to technology.

Positive Effects:

1. Reduces isolation of poor countries

2. Easier access to information

3. Faster commercial and tech operations

4. Global integration

5. Planetary efficiency

Negative Effects:

1. Security deficit and poverty

2. No national solutions to global issues

 3. Migration problems

4. Environmental deterioration

5. Job losses

Globalists vs. Anti-Globalists:

Topic Globalists Anti-Globalists

Economy Growth and improvement Crisis and greed

Consumer Variety and affordability Exploitation

Worker More jobs Labor abuse

Environment More resources to protect nature Exploitation of resources

Developing Nations Progress and support Debt and poverty

Human Rights Protection and freedom Slavery and abuse

Democracy Expands democracy Undermines national sovereignty

Quality of Life Better standard of living Social and economic threat

MODULE 3: Culture, Its Impacts and Adaptations

Objectives:

1. Define culture

2. Relate culture to communication

3. Describe culture’s characteristics

4. Understand intercultural communication

5. Explain tech’s impact on culture

What is Culture?

• Useem & Useem (1963): Learned and shared behavior

• Fielding (1996): A system of beliefs, assumptions, values

• Lustig & Koestner (2003): Shared interpretations that guide behavior

 Characteristics of Culture:

1. Learned – Not innate; passed down through teaching

2. Shared – Common behaviors among group members

3. Multifaceted – Affects language, politics, religion, etc.

4. Dynamic – Continuously evolving

5. Overlapping – People belong to multiple cultures

Adaptation to New Cultures:

Type Meaning

Integration Combine cultures without losing identity

Assimilation Lose old culture, adopt new fully

Multiculturalism Encourage cultural variety

Accommodation Keep private culture, adapt publicly

Separation Avoid dominant culture, stick to own

Cultural Differences in Communication:

Trait Explanation

Leadership Power to influence others

Work Productivity Masculine vs. Feminine orientation

Group Allegiance Individualistic (I) vs Collectivist (We)

Task Commitment High-context (implicit) vs Low-context (explicit)

Intercultural Communication:

• Meaning: Communicating between people of different cultures.

• Benefits:

o Builds empathy
 o Improves communication skills

o Encourages openness and tolerance

Barriers to Intercultural Communication:

Barrier Definition

Ethnocentrism Belief that one's culture is superior

Stereotypes Oversimplified generalizations

Prejudice Unfair judgment or bias

Assumed Similarities Thinking all cultures are the same

Anxiety Nervousness from unfamiliarity

Impact of Technology on Culture:

1. Unlimited access to information

2. New ways to meet people

3. Maintains global relationships

4. Encourages diversity

5. Promotes cooperation

6. Can cause isolation

7. Encourages creation of “second lives”