Chapter 1.

Fundamentals of Communication

MY READINGS

Lesson 1. The Communication Process

The word communication comes from the Latin word 'communicare' that means
'to share or to make common'. Communication facilitates sharing of common
experiences with others. It involves sharing of an idea, thought, feeling or information
with others, which includes thinking, dreaming, speaking, arguing and so on. Thus the
scope of communication is very wide. Communication is part skill, part art and part
science. It is a skill as it involves certain fundamental techniques, it is an art as it involves
creative challenges, and it is science because certain verifiable principles are involved
in making communication more effective. All these make communication a complex
process.
Communication is a process of sharing and conveying messages or information
from one person to another within and across channels, contexts, media, and cultures
(McCornack, 2014). There is a wide variety of contexts and situations in which
communication can be manifested; it can be a face-to-face interaction, a phone
conversation, a group discussion, a meeting or interview, a letter correspondence, a
class recitation, and many others.

Nature of Communication
1. Communication is a dynamic process.
Communication is not a static act but a dynamic process, which is continuous
in nature and vital for teaching and learning.
2. Communication occurs between two or more people (the speaker and the
receiver).
Communication only happens when there is sharing or exchange of ideas,
information, knowledge, attitudes or feelings among two or more persons through
certain signs and symbols leading to a desired response as intended by the
communicator.
3. Communication can be expressed through written or spoken words, actions
(nonverbal), or both spoken words and nonverbal actions at the same time.
For communication to be complete and effective it has to achieve the desired
objectives as intended by the communicator. It involves the usage of a channel. This
channel could be signs, symbols or verbal/written language.

Elements of Communication

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Communication is divided into elements which help us better understand its
mechanics or process. Now let us examine these elements in some detail and
understand the type of interrelationship that exists among them. These elements are the
following:

1. Speaker – He is the source of information or message. The source of

communication is the sender who has a message to impart. The sender has to
decide how to communicate a message, which channel is to be selected for the
message and what type of strategies should be planned so that the message
makes the desired response. The sender provides verbal or non-verbal cues that
can be received, interpreted and responded to by the receiver.

2. Message – It is a set of signs and symbols which are given by the source to create
meanings for the receiver. Simply put, message is the content which is shared
between the participants in the communication process.

3. Encoding – This is the process of converting the message into words, actions, or
other forms that the speaker understands.

4. Channel – Channel is the medium used to communicate a message from the

sender to receiver. The channel could be spoken word, printed word, electronic

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media, or even non-verbal cues such as signs, gestures, body language, facial
expressions, etc. In modern communication parlance, the word 'channel' mostly
refers to mass communication media such as newspapers, radio, television,
telephone, computers, internet etc. The selection of an appropriate channel is
crucial for the success of communication.

5. Decoding – This is the process of interpreting the encoded message of the

speaker by the receiver.

6. Receiver – Communication cannot take place without a receiver for whom the
message is meant. We receive a message, interpret it and derive meaning from
it. You have already studied that for successful communication, the receiver
should receive the message in the same way it was meant by the sender. In
interpersonal communication, the receiver shares a close relationship with the
sender which gradually gets diluted in group and mass communication.

7. Feedback – The response given by the receiver to the message of the sender is
known as feedback. Communication being a two-way process, without the
element of feedback any discussion on the process of communication is
incomplete. You have read in subsection 1.3.2 that interpersonal communication
allows greater scope for feedback as both sender and receiver can decipher the
facial expressions, body movements and cross question each other to remove
their doubts/queries. In fact, their roles are intertwined and cannot be
distinguished. The element of feedback gets gradually diluted when the number
of participants in communication activity increases.

8. Context – It is the environment where communication takes place. To make the

message effective, the context of the receiver should be understood by the
speaker; the nature and profile of the receiver of the message, his/her needs and
expectations and possible response to the message. This is important in both
face-to-face as well as mediated situations.

9. Barrier – These are the factors that affect the flow of communication.

PROCESS OF COMMUNICATION

You have just learned that there are elements in communication. This process of
communication is dynamic, ongoing and ever changing. In understanding the
communication process, take the story of Rich and Kris as your guide.

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Kris loves Rich, her
suitor, as a friend.

The speaker
generates an
idea.

The speaker encodes an idea She thinks of how to tell him

or converts the idea into words using their native language.
or actions.

“Rich, gi higugma
The speaker transmits taka isip amigo.”
or sends out a message.

The receiver
gets the
message. Rich hears what Kris says.

The receiver decodes or

interprets the message based He tries to analyze what she means based on the
on the context. content and their relationship, and he is
heartbroken.

The receiver
sends or
provides
feedback.

He frowns and does not say something, because he is in pain.

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Lesson 2. Communication Models

Models of Communication
A model is a graphic representation designed to explain the way a variable works.
It is a pattern, plan, representation, or description designed to show the structure or
workings of an object, system, or concept.

A model of communication offers a convenient way to think about it by providing

a graphical checklist of its various elements. Some of the important models discussed in
this section highlight the complexities of the process of communication.

1. Aristotle Model
Aristotle developed a linear model of communication for oral communication
known as Aristotle’s Model of Communication. This is considered as the first model of
communication and was proposed before 300 B.C. It is mainly focused on speaker and
speech. It can be broadly divided into 5 primary elements: Speaker, Speech, Occasion,
Audience and Effect.

The Aristotle’s communication model is a speaker centered model as the speaker

has the most important role in it and is the only one active. It is the speaker’s role to
deliver a speech to the audience. The role of the audience is passive, influenced by the
speech. This makes the communication process one way, from speaker to receiver.

However, even if the model is speaker oriented and focuses on audience

interaction in communication, there is no concept of feedbacks. Therefore, the speech
must be clear as well as the speaker must have a very good non-verbal
communication with the audience like eye contact. This example is a classic case of
Aristotle Model of Communication depicting all the elements in the model.

Fig 1. Aristotle Model

Photo Source: Bajracharya, S. (2018). Aristotle’s Model of Communication. Retrieved last August 11,
2020 from https://www.businesstopia.net/communication/aristotles-model-
communication.

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2. Shannon-Weaver Model
Known as the mother of all communication models, the Shannon-Weaver model
(1949) depicts communication as a linear or one-way process consisting of five
elements: a source (producer of message); a transmitter (encoder of message into
signals); a channel (signals adapted for transmission); a receiver (decoder of message
from the signal); and a destination.
This model, however, has been criticized for missing one essential element in the
communication process: feedback. Without feedback, the speaker will not know whether
the receiver understands the message or not.

Fig 2. Shannon-Weaver Model of Communication

Photo Source: Ismail, B. (2017). Shannon-Weaver Model of Communication. Retrieved last August 11,
2020 from https://www.communicationtheory.org/shannon-and-weaver-
model-of-communication/

3. Transaction Model
Unlike the Shannon-Weaver Model, which is a one-way process, the Transaction
Model is a two-way process with the inclusion of feedback as one element. The receiver
of the message decodes the information and then sends feedback.

Fig 3. Transaction Model

Photo Source: Department of Education. (2016). Oral Communication in Context for Senior High
School. C & E Publishing, Inc. Quezon City. ISBN 978-971-98-0449-9

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4. Schramm’s Model

Schramm’s Model has different parts for communications where the sender is the
person who sends the message. The encoder is the person who turns the message to
be sent into codes. We need to think of the right words to say and in what order we
should send our messages to communicate our ideas to the message receiver. The
decoder is the person who gets the encoded message which has been sent by the
encoder and converts it into the language understandable by the person. When receiving
a message, we need to use our reading skills, listening skills, etc. to decode the message
so it makes sense to us. The interpreter is the person who works to understand and
analyze the message. The message is received after interpretation. The interpreter and
receiver are the same people. One person may interpret the message in a totally different
way to someone else. Or, they may not understand it the same way as the encoder,
meaning they have ‘misinterpreted’ the text. The receiver is the person who gets the
message. He/she decodes and interprets the actual message. The message is the data
sent by the sender and the information that the receiver gets. Feedback is the process
of acknowledging the received message by the receiver. Medium or media is the channel
used to send the message. Noise is the interference and interruptions caused during the
process. It is also created when the intended meaning of the message sent by the sender
and the meaning interpreted by the receiver is different which is known as Semantic
Noise.

Note: From the message starting to ending, there is an interpretation that goes
on. Based on this interpretation only the message is received.

This model breaks the sender and receiver model it seems communication in a
practical way. It is not a traditional model. When the information reaches the recipient
his prime responsibility is to understand what the speaker intends to convey. According
to Schramm’s model, coding and decoding are the two essential processes of effective
communication. The Schramm Communication Model is a cyclical communication model
containing all basic principles of communication.

Fig 4. Schramm’s Model

Photo Source: https://www.qsstudy.com/business-studies/schramms-model-communication

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Lesson 3. Communication Ethics

Functions of Communication
Basically, there are five functions of communication. These are control, social
interaction, motivation, emotional expression, and information dissemination.
1. Control – Communication functions to control behavior.
2. Social Interaction – Communication allows individuals to interact with others.
3. Motivation – Communication motivates or encourages people to live better.
4. Emotional expression – Communication facilitates people’s expression of their
feelings and emotions.
5. Information dissemination – Communication functions to convey information.
Features of an Effective Communication
In their pioneer book Effective Public Relations, Professors Broom, Cutlip, and
Center (2012) list the 7 Cs of Effective Communication. This list is widely used today,
especially in public relations and advertising.

1. Completeness. Complete communication is essential to the quality of the

communication process in general. Hence, communication should include
everything that the receiver needs to hear for him/ her to respond, react, or
evaluate properly.

2. Conciseness. Conciseness does not mean keeping the message short, but
making it direct or straight to the point. Insignificant or redundant information
should be eliminated from the communication that will be sent to the recipient.

3. Consideration. To be effective, the speaker should always consider relevant

information about his/her receiver such as mood, background, race, preference,
education, status, and needs, among others. By doing so, he/she can easily build
rapport with the audience.

4. Concreteness. Effective communication happens when the message is concrete

and supported by facts, figures, and real-life examples and situations. In this case,
the receiver is more connected to the message conveyed.

5. Courtesy. The speaker shows courtesy in communication by respecting the

culture, values, and beliefs of his/her receivers. Being courteous at all times
creates a positive impact on the audience.

6. Clearness. Clearness in communication implies the use of simple and specific

words to express ideas. It is also achieved when the speaker focuses only on a
single objective in his/her speech so as not to confuse the audience.

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7. Correctness. Correctness in grammar eliminates negative impact on the
audience and increases the credibility and effectiveness of the message.

Barriers to Communication
There are instances when miscommunication and misunderstanding occur
because of certain barriers. To become an effective communicator, you should recognize
these barriers that hinder the communication process. This will enable you to control the
situation, reset conditions, and start anew. The table below presents some barriers to
effective communication with corresponding solutions.
Barrier Example Solution
Emotional barriers You are having a bad day or Recognize these kinds of
you feel frustrated. emotions, and politely ask
the other person to give you
a moment so you can relax
or calm yourself.
You sit in a meeting or class Recognize this kind of
where you think the speaker attitude, reset, and reflect
is boring. on how you can be
interested in what the
speaker is pointing out.
Use of jargon You are a scientist Jargon refers to the set of
discussing a certain specialized vocabulary in a
weather phenomenon with certain field. To avoid
your neighbor who does not communication breakdown
know much about the topic. due to lack of clarity, adjust
your language; use
layman’s terms or simple
words.
Lack of confidence You are asked to share Develop self-confidence by
something about your day joining organizations where
or weekend, but you are you can share and develop
hesitant because you are your interests. Look for
shy. opportunities in your school
or community that will help
you find your strengths and
improve your abilities.
Noisy environment You are having a Recognize that noise is a
conversation with some common barrier. Make
friends when a song was some adjustments by
played loudly. asking someone to
minimize the volume or by
looking for a quiet area
where you can resume the
conversation.

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Note that these are only some of the barriers; many others may arise out of
context, language, physical restrictions, and the like.

Verbal Communication and Nonverbal Communication

Verbal Communication refers to an interaction in which words are used to relay
a message. For effective and successful verbal communication, use words to express
ideas which can be easily understood by the person you are talking to. Consider
appropriateness, brevity, clarity, ethics, and vividness when engaging in this type of
communication.
1. Appropriateness. The language that you use should be appropriate to the
environment or occasion (i.e., whether formal or informal).
2. Brevity. Speakers who often use simple yet precise and powerful words are
found to be more credible. Try to achieve brevity by being more direct with your
words. Avoid fillers and insubstantial expressions which do not add to the
message, such as “uh,” “you know,” “I guess,” and others.
3. Clarity. The meanings of words, feelings, or ideas may be interpreted differently
by a listener; hence, it is essential for you to clearly state your message and
express your ideas and feelings.
4. Ethics. Words should be carefully chosen in consideration of the gender, roles,
ethnicity, preferences, and status of the person or people you are talking to.
5. Vividness. Words that vividly or creatively describe things or feelings usually
add color and spice to communication. Hence, you are encouraged to find ways
to charm your audience through the use of vivid words.
Nonverbal communication refers to an interaction where behavior is used to
convey and represent meanings. All kinds of human responses that are not expressed
in words are classified as nonverbal communication. Examples of nonverbal
communication are stares, smiles, tone of voice, movements, manners of walking,
standing and sitting, appearance, style of attire, attitude towards time and space,
personality, gestures, and others.
Mastery of nonverbal communication is important for several reasons:
1. It enhances and emphasizes the message of your speech, thus making it more
meaningful, truthful, and relevant.
2. It can communicate feelings, attitudes, and perceptions without you saying a
word.
3. It can sustain the attention of listeners and keep them engaged in the speech.
4. It gives the audience a preview to the type of speaker you are.
5. It makes you appear more dynamic and animated in your delivery.
6. It serves as a channel to release tension and nervousness.
7. It helps make your speech more dramatic.
8. It can build a connection with listeners.
9. It makes you a credible speaker.
10. It helps you vary your speaking style and avoid a monotonous delivery.

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REFERENCE LIST
Department of Education. (2016). Oral Communication in Context for Senior High
School. C & E Publishing, Inc. Quezon City. ISBN 978-971-98-0449-9
Dmcodyssey.org. (2013). Models and processes of communication. Retrieved last
August 15, 2020 from http://dmcodyssey.org/wp-
content/uploads/2013/09/MODELS-AND-PROCESSES-OF-
COMMUNICATION.pdf
Nada, E. R. (2015). Module in GED-ENG 101: Purposive Communication. First
Edition. Publication and Materials Development Office. Philippine Normal
University-Mindanao. Prosperidad, Agusan del Sur.
Uychoco, M.T.A., and Santos, M.L. (2018). Communication for Society: Purposive
Communication. First Edition. Rex Book Store. Sampaloc, Manila. ISBN
978-971-23-8668-8
Other links:
https://www.askideas.com/55-most-beautiful-communication-quotes-for-inspiration/
https://www.clipartkey.com/view/TiRTi_cute-heart-clipart-hearts-inside-heart-
transparent-background/

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