GEC 105 ( Purposive Communication)

WHAT IS COMMUNICATION?
Depending on what is being considered, communication as a term takes on different contexts resulting in people having
different views on communication types. Since communication is generally defined as the exchange of thoughts, ideas,
concepts, and views between or among two or more people, various contexts come into play. Context is the
circumstance or environment in which communication takes place. Such circumstance may include the physical or actual
setting, the value positions of a speaker/listener, and the relevance or appropriateness of a message conveyed. It focuses
on certain communication processes and even groupings of people that constitute a communication situation.

Different contexts can impact one's communication. Each communication type is governed by a particular circumstance.
Thus, it is essential to pay attention to the interplay of factors surrounding the context of communication which may be
physical, cultural, social, and psychological in nature. Communication may then be classified according to: (1)
communication mode, (2) context, and (3) purpose and style.

TYPES OF COMMUNICATION ACCORDING TO MODE

A message may be conveyed via these types: verbal - non-verbal and visual. Though communication is often thought of
as verbal, the non-verbal mode is equally essential as it enhances one's message.

VERBAL - NON-VERBAL COMMUNICATION

Effective communication calls for the blending of these two types. One cannot be separated from the other. For instance,
door-to-door salespersons who demonstrate product knowledge can only be effective if they know how to properly
punctuate what they say with proper gestures and facial expressions. Their communication with the customer begins
upon greeting him/her with a welcoming smile then assessing customer needs and answering customer queries
enhanced by gestures and a friendly, happy, and pleasant disposition.

It is only through this mode that salespeople with excellent communication skills are able to provide the best information
needed, thereby convincing the client to patronize their products.

When you were in Senior High School, you were trained to blend verbal and non-verbal modes of communication. In
fact, when meeting people for the first time, as what you may have experienced many times, the initial meeting when
you speak during the first few minutes is significant as it leaves a lasting impression on your listeners. You show interest
in meeting these people by acknowledging their presence through an amiable, congenial disposition, and a smiling face.
Rather than just speaking, it is to use the non-verbal code through a handshake, an approving facial expression, and a
kind disposition or character.

VISUAL COMMUNICATION

Visual communication, on the other hand, is the type of communication that uses visuals to convey information and/or
messages. Some examples are signs, symbols, imagery, maps, graphs, charts, diagrams, pictograms, photos, drawings or
illustrations, and even various forms of electronic communication. Some examples of electronic communication symbols
or images are the emojis, emoticons, and animation among others to convey the writer's emotions or clarify the intent of
the message sender. These are achieved through digital mode or text.

How these symbols are interpreted is very crucial in visual communication. There are some instances when visual
communication is classified under non-verbal communication.

Whatever the classification is, note that this type has now become pervasive in communication. It is then important that
the receiver of the message is able to decode the meaning correctly by contextualizing the information received.

Visual communication now occupies an important place in any work environment. For instance, during presentations,
instructors, managers, doctors, lawyers, legislators, and the like use visuals to transfer data into digestible information.
Very likely, they will have greater success in catching the attention of the audience, making the latter easily recall the
information. What makes visual communication even more advantageous is that it makes use of technology that
provides apps (applications), videos, and images that rely less on the printed word making presentations more
interesting. This leaves a powerful effect on the audience and prospective clients. Speakers/presenters should, however,
be mindful of the content of their presentation since wrong and irrelevant information may lead to miscommunication or
communication breakdown, thereby defeating the very purpose for the use of visuals. Likewise, they should pay
attention to graphic elements, such as position, color, size, shape, and orientation as all these play an important ole in
the preparation if slides. Audience size should be considered as well when preparing forms of visuals.

TYPES OF COMMUNICATION ACCORDING TO CONTEXT

In this sub-section, context in communication is referred to as a composite of people interacting with each other.
Communication may also be classified according to context: (1) intrapersonal;
(2) interpersonal; (3) extended; (4) organizational communication; and (5) intercultural communication.

INTRAPERSONAL COMMUNICATION

The Latin prefix intra- means within or inside. Intrapersonal communication then means talking to oneself. Some label it
as self or inner talk, inner monologue, or inner dialogue. Psychologists call it with other names such as self-verbalization
or self-statement.

Do you find it normal to talk to yourself? Some say it is, some say it's not. The gauge, however, rests on the frequency of
the occurrence and how you handle such. For instance, if you find yourself talking to yourself, there is really no need for
you to answer back. You talk to yourself because you think that there is the need to: boost your confidence when you are
nervous to speak in front of an audience, apprise yourself that you performed a good job, or console yourself that you
did a task poorly. Moreover, engaging in inner speech such as fantasizing or daydreaming is not bad as long as you are
able to distinguish it from reality.

Self-talk can be advantageous as it can enable you to practice what you ought to say in times when you lack the
motivation and confidence to speak. One magic statement that you can try is:

"I can do it!" Saying this over and over again will give you positive reinforcement that you can do things courageously and
that it is not impossible to do so. Furthermore, as you respond to life's challenges, you may also find yourself verbalizing
your thoughts and feelings.

It is then important that as you introspect, you are able to improve on your decisions in life and likewise enhance your
self-worth as a person

INTERPERSONAL COMMUNICATION

As opposed to intra, the Latin prefix inter- means between, among, and together. An interactive exchange takes place as
interpersonal communication takes place. However, as it occurs, a transaction does not necessarily take place since it can
only be a simple interaction such as greetings, getting to know a person, or ordinary conversations that happen between
or among the interactants. This may occur in dyads or small groups, also known as group communication.

A communication situation is interpersonal if it is meant to establish or deepen one's relationship with others. However,
if the objective is to achieve something at the end of the conversation, it becomes transactional. While the former is
characterized by less seriousness and formality, the latter is more formal and profound.

Whereas interpersonal talks are meant for maintaining social relationships, transactional talks aim to accomplish or
resolve something at the end of the conversation. Note the examples below.

Analyze the following two situations:

1. Speaker A: Hello! I am Kaeselle Ramos. And you?Speaker B: Oh, I am Venice Mendoza. Glad to meet you.How are
you related to the bride?Speaker A: She is my cousin. Her mom and mine are sisters.How about you?Speaker B: She was
my high school classmate. I never knew anything about her personal life so we were kind of surprised when she sent us
the invitation. As always, she is very private.Speaker A: I see. Well, she's really like that. Ever since we were kids, she has
always been a very quiet person.

2. Speaker A: Excuse me. Would you know how to get to Nearest mall?

Speaker B: Yes. In fact, you may go there on foot or simply

take a jeepney. If you walk, it will take you about 20 minutes to get there. You can just take the exit gate near the hospital
then turn left and walk straight ahead. You won't miss it because of the big sign. Jeepneys take the same route and it
should not take you more than 10 minutes even with the traffic.

Speaker A: Thank you very much. I think I will just take

the public transportation as I am running out of time. You have been really helpful. Thanks again.

Could you tell which is interpersonal and which is transactional in the two situations above? Explain the objective, the
language, and the nature of the conversation.

EXTENDED COMMUNICATION

Extended communication involves the use of electronic media.

Unlike before when it only called for the use of television and radio, nowadays, the description of extended
communication may be expanded as to include tele, audio, or phone conferencing; video-conferencing; Skype calls; and
other technological means.

For example, linked by a telecommunication system, people who are far apart, or are far from the venue, can participate
in a meeting or a conference. In an e-conference like this, participants may not be physically present but are still able to
track down the lectures and participate actively because of the mass articulation and dissemination of information,
allowing speakers to reach a wider group of listeners. Since extended communication is public in nature, speakers are
expected to be prepared when they speak, making their language more formal.

With the use of electronic media, messages are transmitted quickly. For instance, with the use of the Internet, recorded
videos may be transmitted in seconds/minutes and may be viewed by a greater number of people. With extended
communication, your own thinking, behavior, and attitude may be influenced by other people and you may be
persuaded to take the views you hear. It is important then that you weigh what you hear and assess them against those
beliefs that you hold onto so you do not get easily swayed by other people's convictions.

ORGANIZATIONAL COMMUNICATION

With this type, the focus is on the role that communication plays in organizational contexts. Organizations comprise
individuals who work for the company. When you graduate, for example, you become a professional, either working for a
company or putting up your own. Whichever, you should know that each organization has expectations that you as a
communication professional should meet or that you as the owner may establish.

For an organization to be successful, a system of communication should be put in place. A set of rules or standards for
communication protocol should be made clear so that interaction patterns are established. On the part of the individual,
you should be equipped with the needed oral and written communication skills that the organization expects you to
possess.

There are two types of organizational structure: (1) formal and

(2) informal. Formal structure allows communication to take place via designated channels of message flow between
positions in the organization. This may make use of four approaches: (1) downward communication, (2) upward
communication, (3) horizontal communication, and (4) crosswise communication. As the term implies, downward
communication is the type that flows from upper to lower positions, i.e., president to a manager or supervisor, a
manager to an ordinary staff. The flow of communication is top-down of from a superior to a subordinate, usually asking
certain individuals to perform a certain task. Conversely, message transmission in upward communication is bottom-up
in which subordinates send communication to their superiors/bosses bearing their views/feedback on organizational
policies, issues related to their jobs, and the like. Horizontal communication is lateral in approach as it takes place among
people belonging to the same level but coming from different departments or units to facilitate performance of tasks
through proper coordination. Crosswise approach is diagonal in nature as employees from different units or departments
working at various levels communicate with each other.

Each of these communication approaches has its own advantages and disadvantages. Note that these structures are
usually presented in the company's organizational chart and policy manuals.

Informal communication, on the other hand, comes from unofficial channels of message flow. Also known as 'grapevine,'
messages coming from the different levels of the organization are transmitted. This occurs due to the dissatisfaction of
some employees accompanied by uncertainty, such as superiors playing favorites and unfavorable or unacceptable
company rules and regulations. Some employees even resort to baseless gossips and rumors which they spread like wild
fire. Tracing the origin of a rumor is almost next to impossible. In fact, when some people are confronted, they impute
the blame to others so they can get out of the mess quickly.

Each organization has its own culture. This is referred to as organizational culture.' Based on its history and development,
an organization develops its own core values, vision and mission statements, goals, and objectives. Organizational culture
is of utmost significance since it will dictate the kind of behavior that employees should possess as well as the extent of
commitment expected from them by the organization. They all share in the values, practices, vision, and mission of the
organization. Peter Drucker's famous quote, "Company cultures are like country cultures. Never try to change one. Try
instead, to work, with what you've got," underscores the view that indeed, culture is within the control of the
entrepreneur or company owner. If at the outset, you think you cannot adapt to the organization's culture, better look
for another job or workplace where you will be happy and in harmony with your superiors and colleagues.

INTERCULTURAL COMMUNICATION

Another type of communication is intercultural communication.

As the term implies, it is communication between or among people having different linguistic, religious, ethnic, social,
and professional backgrounds. Even gender difference affects communication.

Individuals having different orientations communicate and interpret messages differently. This particularly happens with
non-verbal communication. For instance, Australians consider eye contact as important in assessing the sincerity of a
person while for Indians, looking straight into the eyes of a person while talking is inappropriate. This does not, however,
mean that they are dishonest or insincere. Moreover, Indians interpret waving of hands from side to side as no or go
away while it means hello among Westerners. For Filipinos, twitching of lips means to refer to something or someone.

When someone asks: "Where is my book?"instead of responding:

"There it is," the response may be twitching or puckering lips. When seen by people from other cultures, such facial
expression may be taken to mean as "seduction." It is important then not to be judgmental or to rush into
interpretations as cultures sometimes vary enormously.

Similarly, linguistic differences are of the essence. With the advent of World Englishes, different cultures develop
different lexicon peculiar only to the speech community. In the Philippines, a local variety of English called Philippine
English has been developed which has introduced lexical innovation, not found or used in other varieties, such as thrice,
batchmates, CR (comfort room), solons, barangay captain, and high blood. Even in terms of pronunciation, words are
pronounced differently by Filipinos, which, to some, are considered erroneous. For instance, these supposedly
pronounced with a hard /th/ represented with a /0/ is pronounced instead with a /d/ by the average Filipino since
hard /th/ is not part of the Filipino phonology.

TYPES OF COMMUNICATION
ACCORDING TO PURPOSE AND STYLE
Finally, communication may be classified according to purpose and style. Earlier, formal and informal communication
have been discussed in relation to organization communication. Similarly, the types of communication in relation to
purpose and style are formal and informal. However, rather than focusing on the transmission of message and message
flow, the focus here is on the communication setting and the mode of delivery. Formal communication employs/T formal
language delivered orally or in written form. Lectures, public talks/speeches, research and project proposals, reports, and
business letters, among others are all considered formal situations and writings. Note that while lectures and speeches
are delivered orally, the texts have been thought out carefully and written well before they are delivered. To inform, to
entertain, and to persuade are the main objectives of this type of communication.

On the other hand, informal communication certainly does not employ formal language. It involves personal and
ordinary conversations with friends, family members, or acquaintances about anything under the sun. The mode may be
oral as in face-to-face, ordinary or everyday talks and phone calls, or written as in the case of e-mail messages, personal
notes, letters, or text messages. The purpose is simply to socialize and enhance relationships.

COMMUNICATION

PROCESSES, PRINCIPLES, AND ETHICS

COMMUNICATION MODELS

In the earlier discussion, you learned about the types of communication mode, context, and purpose and style. In this
lesson, you will review the nature of the communication process and some important communication models.

Why is it important that you know the communication models? You will realize their importance because they will help
you understand how a communication process works. It is only by knowing the flow of communication that you will be
able to make the communication process effective.

A model is often abstract. It is a representation of a real world phenomenon applied to different forms. The interplay of
variables in the model is represented graphically. Try to assess later what comprises the communication models and
what variables are common to each of them.

There are many conceptual models for human communication but in this lesson, you will be exposed to only four: (1)
Aristotle's model; (2) Laswell's model; (3) Shannon-Weaver's model; and

(4) David Berlo's model of communication.

ARISTOTLE'S COMMUNICATION MODEL

Classical rhetoric dates back to ancient Greece during the time of Plato, Aristotle, and the Greek Sophists who were great
rhetoricians. Effective public speaking was an important consideration in the study of communication. They were good at
argumentation and debate and speech was characterized by repartee.

Aristotle emphasized that there are three variables in the communication process: speaker, speech, and audience as
illustrated in the communication flow below:

Speaker Speech Audience

Note that the speaker variable here is very important. Without the speaker, there will be no speech to be produced.
Depending on the profile of the audience, the speaker adjusts his/her speech.

Some considerations for the audience demographics are age, sex, background, culture, race, religion, gender, social and
economic status, and political orientation or inclination, among others. Even beliefs, views, and attitudes also play an
important role when talking about audience consideration since oftentimes, the audience bring these with them when
they decode a message in any given situation.

LASWELL'S COMMUNICATION MODEL

In 1948, Harold Dwight Laswell described communication as being focused on the following Ws: Who says What in Which
channel to Whom and with What effect as seen in the model below:

The whole process of communication begins with the communicator (who) sending out a message (what) using a
medium (in which channel) for a receiver (to whom) experiencing an effect (with what effect) afterwards. The process
may be analyzed through the content sent, the medium used, as well as the effect on the recipient of the message.

While this model is similar to Aristotle's in the sense that both are linear and have the same components, Laswell's also
differs in that there are five variables involved, with the addition of two: medium and effect.

SHANNON-WEAVER'S COMMUNICATION MODEL

Claude Elwood Shannon and Warren Weaver's model of communication was introduced in 1949, a year after Laswell's,
for Bell Laboratories. Originally, it was conceptualized for the functioning of the radio and television serving as a model
for technical communication and, later on, adopted in the field of communication. In this model, other components such
as noise, reception, destination, and feedback have been identified. Other terms such as information source for the
sender, transmitter for the encoder, decoder (reception), and receiver (destination) were introduced.

BERLO’S COMMUNICATION MODEL

David Berl’s model conceptualized in 1960 is probably the most well-known among the communication models. Initially,
Berlo’s model was called SMCR which stands for sender of the message, sent through a channel or medium to a receiver.
However, it was modified later on to include noise, hence the acronym SMCRN.
The major variables involved in the communication process are

(1) Source, (2) message, (3) channel, and (4) receiver.

The source being the originator of the message acts as the encoder. As such, the encoder should practice communication
skills such as listening, speaking, reading, and writing. His/Her attitude towards the audience or the subject as well as
his/her knowledge about the topic on hand likewise counts along with the social system that he/she is in which includes
values, beliefs and practices, and culture.

The second variable which is message includes (1) content; (2) elements such as the language used and gestures
employed; (3) treatment or the manner by which the message is transmitted; and (4) structure which refers to the
arrangement of parts or flow of the message. The code shows how the message is sent: that is, the language (verbal
code) used and the accompanying gestures (non-verbal code) employed. Note that there should be no mismatch
between the verbal and non-verbal codes.

The third variable which is channel refers to the different senses: seeing, hearing, smelling, tasting, and touching. Finally,
the fourth variable is receiver, the one who decodes the message. Note that the components of this last variable are
similar to those of the first since for communication to be effective, both the source and the receiver should have good
communication skills.

GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION

Since communication is a two-way process, it is important that you know the principles to be observed to make it
effective. For both oral and written communication, you should be able to apply the following principles:

1. KnowYour purpose in communicating. Are you communicating basically to inform, to entertain, or to persuade?
While you may have more than one purpose, there is still a more dominant objective or reason why you
communicate.
2. Know your audience. In both speaking and writing, you should know your audience as it will dictate the speaking
or writing style you are going to employ. Consider the age, educational background, profession, culture, and
other salient features of your listeners or readers.
3. Know your topic. You communicate essentially because you want to share something. In speaking situations,
speakers are invited because they have something to share. This also applies to writing. You write because you
wish that other people learn something from you. You may then utilize several or multiple communication
techniques to easily catch the attention of the audience.
4. Adjust your speech or writing to the context of the situation. The environment in which your speech or writing is
to be delivered determines the kind of language you will Use.
5. Work on the feedback given you. Once you receive comments from the listeners/readers, work on them. Take
kindly to criticisms. In the long run, constructive criticisms will prove beneficial to you as you learn to address
them.

PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION

1. Be clear with your purpose. You should know by heart your objective in communicating.

2. Be complete with the message you deliver. Make sure that your claims are supported by facts and essential
information.

3. Be concise. You do not need to be verbose or wordy with your statements. Brevity in speech is a must.

4. Be natural with your delivery. Punctuate important words with the appropriate gestures and movements. Exude a
certain degree of confidence even if you do not feel confident enough.

5. Be specific and timely with your feedback. Inputs are most helpful when provided on time.

PRINCIPLES OF EFFECTIVE WRITTEN COMMUNICATION:

THE 7Cs

1. Be clear. Be clear about your message. Always be guided by your purpose in communicating.

2. Be concise. Always stick to the point and do not beat or run around the bush. Be brief by focusing on your main point.

3. Be concrete. Support your claims with enough facts. Your readers will easily know if you are bluffing or deceiving them
because there is nothing to substantiate your claims.
4. Be correct. It is important that you observe grammatical correctness in your writing. Always have time to revise and
edit your work. Even simple spelling errors may easily distract your readers.

6. Be coherent. Your writing becomes coherent only when you convey a logical message. The ideas should be connected
to each other and related to the topic. Make sure that you observe a sound structure that will present a smooth flow of
your ideas. Use transitional or cohesive devices so that the ideas cohere with one another.

7. Be complete. Include all necessary and relevant information so that the audience will not be left wanting of any
information.Always place yourself in the shoes of the audience, who is always interested to receive new information.

8. Be courteous. The tone of your writing should be friendly. Avoid any overtone/undertone or insinuation to eliminate
confusion.

ETHICS OF COMMUNICATION

Communication ethics emphasizes that morals influence the behavior of an individual, group, or organization thereby
affecting their communication. For instance, given the unethical communication practice of a certain company of
concealing the non-remittance of deducted premiums from employees’ salaries to the SSS or the Social Security System
(or GSIS or Government Service Insurance System in the case of government offices), the company’s accountability to its
employees is undoubtedly affected. Compare this situation with that of an organization that observes ethical practice
and remits the employees’ monthly contributions to the SSS or GSIS regularly. It is important to note that one’s behavior
should be regulated by honesty, decency, truthfulness, sincerity, and moral uprightness.

Be guided by the following to achieve ethical communication:

1. Establish an effective value system that will pave the way for the development of your integrity as a person. One’s
behavior and decision-making style affect, in turn, the operations of an organization.

2. Provide complete and accurate information. Whether it is needed or not, the data you provide should always be
contextualized and correct.

3. Disclose vital information adequately and appropriately.Never conceal or hide information that are necessary for
purposes of transparency.

Observing a code of ethics is essential as it determines the kind of behavior that is proper and desirable over one that is
displeasing and offensive. A code of ethics sets the standards to be observed by a person or a company that will create a
good reputation or a positive image not only for an individual but also for the organization.

It will, therefore, pave the way for the attainment of the desired results leading to the success of an individual or the
entire company.

Success in decision-making will likewise impact the company’s reputation.

FORMS OF
COMMUNICATION
COMMUNICATION MODES

Communication mode refers to the channel through which one expresses his/her communicative intent. It is the medium
through which one conveys his/her thoughts. Views or feelings can be communicated through face-to-face interaction,
video, or audio. The mode may also be text-based.

The most common of all these modes is the face-to-face interaction. It is an informal or casual conversation between two
or more people. People engage in social conversations to establish relationships or maintain them. It is one way of
gaining new acquaintances or friends. How to speak, what to speak, when to speak, and to whom one is speaking are all
important considerations in building relationships.

How then do you initiate conversations? Faced with a group of new people who you do not know in a social gathering,
you should be able to begin a conversation. You will be able to test the saying: “First impressions last.” In this case,
depending on the kind of impression you leave to your audience, you create either a positive or a negative image of
yourself. One advantage of face-to-face interaction is that aside from directly hearing the message being conveyed, you
are able to note visual cues through facial expressions, gestures, movements, or even objects or realia from the person/s
you are communicating with.
Dau Voire suggests: “Be brave enough to start a conversation that matters.” This simply means that even if the people
surrounding you in a social event are strangers to you, you need to be confident enough to meet new faces and initiate
an interesting conversation.

But what kind of topics matter to strangers you are meeting for the first time? In a social gathering like a wedding, for
instance, you do not dwell on topics that are never-ending in nature. You do not discuss politics and religion as these are
sensitive issues that may impinge on one’s beliefs and practices. Instead, start a conversation focusing on what you
experience at the moment-ambience or atmosphere of the wedding reception, music, food, relationship to the bride or
groom. These are topics sufficient until the reception ends. Note that one topic may lead to another. You should be able
to hold a conversation at a social event without offending the other party. In other words, topic initiation should be
followed by topic maintenance, topic change or shift, and, finally, topic closure.

Margaret J. Wheatley states: “All social change begins with a conversation.” Indeed, this is so especially if that one single
and simple conversation blossoms into a deeper contact. Eventually, you and your newfound friend may find yourselves
enjoying each other’s company, sharing the same interests, and deciding to work on some significant projects. Later on,
all of these will result in changes that yield profound social consequences.

As Diana Wheatley aptly puts it:

“Meaning is made in conversation, Reality is created in communication, And knowledge is generated through social
interaction…

Language is the vehicle through which we create our understanding of the world.”

And knowledge is generated through social interaction…

Language is the vehicle through which we create our understanding of the world.”

The fourth and last mode is text-based communication such as e-mail, facsimile, text messaging, and instant messaging.
Social networking sites such as Facebook, Twitter, and instagram likewise offer text-based interaction. While text-based
communication mode does not originally provide video and audio benefits, it has a wide reach and can disseminate
information to a bigger audience quickly.

The last three modes are all virtual in nature. Those engaged in communication are able to hear and/or see each other in
real time simulating the actual physical setting.