Communication processes and principles

Communication: Concepts and Definitions

-old english, “comun”- to commune; latin , “communis”- common, hence, communicate

is to commune, to create something in common between the communicator and
audience; manila lingo- vibes; common vibration

Communication
- communication- as a process and as a result
-transmitting of information, ideas, values, beliefs and attitudes from one person to
another.
-to speak is to communicate but it must be understood by the other fellow.
-interested with result, otherwise, no communication
- communication- conscious and unconscious social behaviour that communicates
-in its most basic sense is the cement that hold society together
-basic social process includes all ways by which man shares with fellow man what are
in his mind and heart.
-Communication is simply the process of sharing ideas. It is to create something in
common between the communicator and his/her audience.

Communications
-Technical means to carry out the process
-Secondary techniques like mass media
-Tangible

Communication defined

Communication is a simultaneous sharing and creating of meaning through human

symbolic interaction (Seiler and Beall,1999).

Communication is the art and process of creating and sharing ideas.

the imparting or exchange of thoughts, opinions, or information by speech, writing, or
signs.

Communication occurs wherever one system, a source, influences another, the

destination, by manipulation of alternative symbols, which can be transmitted over the
channel connecting them (Osgood et al,. 1957).

Communication is a social interaction through messages (Gerbner, 1967)

the transmission of information, ideas, attitudes, or emotion from one person or group to
another primarily through symbols (Theodorson and Theodorson, 1969)

Communication is a process by which a source sends a message to a receiver by

means of some channel to produce a response from the receiver, in accordance with
the intention of the source (SRA Sourcebook, 1996)
Communication processes and principles

According to Kincaid and Schramm, the events and relationships among the
elements in communication process are seen as:

 Not all communication has to be human communication.

 Not all participants of the communication process have to be present at the same
time.
 Communication can take place over large distances of space and time.
 Not all communication takes place in words.
 Communication does not always require two or more participants.
 Thinking is a form of communication.

(Source: Flor A. and Ongkiko I. V. (2006). Introduction to Development

Communication.UPOU.Los Banos,Laguna)

Communication as process

The events and relationships among its elements are seen as:

 On-going
 Cyclic
 Ever-changing
 No beginning, no end
 Interdependent
 Interrelated

-as a process, it has at least four attributes (SRA Sourcebook):

 Dynamic - on-going; ever-changing, with no clear beginnings and endings.

 Systematic - consist of group of elements which interact to influence each other
and the system as a whole.
 Symbolic interaction - language is a form of symbol. The medium shapes the
message
 Meaning is personally constructed - Meanings are in people, ,not in words.

Time Spent Communicating

Communication processes and principles

Functions of Communication

1. To inform
- individual or group need information to make decisions.

2. To motivate
- Communication clarifies what is to be done and can be done to improve
performance. Example: providing clear objectives, goal and benefit to the
employees can motivate them to perform better

3. To show emotional expression

4. To help in expressing oneself

5. To control
-Communication act to control individual’s’ behaviour. Example thru memo,
policy, rules and regulations

Importance of communication
 To establish and spread goals widely
 To develop plans for future achievement
 To create better human relations
 .For smooth and transparent functioning of organization
 To ensure healthy public relations
 To have a control and uniform performance
 Acts as a personal asset for every individual

Levels of communication

 Intrapersonal – communication with oneself

 Interpersonal – person-to-person communication (face to face or mediated)
 Mass communication – communicating with large groups of people at one time
through the use of mass media such as the press, radio, and film

Types of communication
 Interpersonal Communication
 Communication between two or more persons
 Organizational Communication
 All communication patterns, network, and systems of communications within an
organization

Organizational communication is classified into:

a) Formal communication- communication that follows the official chain of
command or is part of the communication required to do one’s job.
Communication processes and principles

b) Informal communication- communication that is not defined by the organization’s

hierarchy.

Flow of communication in formal organization

 Upward Communication
 Downward Communication
 Lateral Communication
 Diagonal Communication

Communication flow in formal organization

Downward communication –
Communications that flow from managers
to employees to inform, direct, coordinate,
and evaluate employees.

Upward communication -Communications

that flow from employees up to managers to
keep them aware of employee needs and
how things can be improved to create a
climate a trust and respect.
Communication processes and principles

Diagonal communication - communications that cuts across both work areas and
organizational levels in the interest of efficiency and speed.

Berlo’s Model of Communication

Elements of Communication Process

1. Source/Sender
 A person who conveys thought, idea or information is known as source
 Catalyzer for change
 Gatekeeper of information coming from various sources
 Can decide/select what information should be featured in our audio-visual

2. Message
 idea, purpose, or intention that has been translated into code or systematic set
of symbols (Berlo, 1961)
 Ideas, feeling, thought, attitude
 Code (Language)
 Content (What form)
Communication processes and principles

 Style (How we deliver)

 Presentation skills

3 factors:
 message code – any group of symbols that can be structured in a way that
is meaningful to some person; language (sounds, letter and words) is a
code because its contains elements that are arranged in meaningful
orders.
 message content – the material in the message selected by the source to
express his/her purpose
 message treatment – decision that the communication source makes in
selecting and arranging both code and content

3. Channel/Medium
 The medium through which the message travels is called as channel.
 modes of encoding and decoding messages
 message vehicles
 message carriers
 Transmittal of message (sign, symbol, code)
 IEC (print, radio/TV Broadcasting, audio-visual materials
 Can be seen, heard, smelled, tasted, touched/felt

channels are determined by:

 availability
 money- which channels are received by most people at the lower cost
 source preferences
 impact- which channels have the most impact
 adaptability - which channels are most adaptable to the content of the
message.; which channels are adaptable to the purpose of the source

4. Receiver
 person who receives the message is called the receiver. The receiver
must have the ability to listen.
 person or group of persons at the other end of the communication process
(Berlo, 1961).
 Destination (Shannon & Weaver’s model)
 Target audience/clientele

5. Effect
 the outcome of a communication or
 the response of the receiver to the message of the source.
 Result of message
 Change in behaviour
Communication processes and principles

-The outcome of a communication or the response of the receiver to the

message of the source.
-Sometimes it adheres to the desired outcome of the source; sometimes the
effect is not the desired outcome.

Effect can be:

 Overt Effect – obvious or visible; responses include non-verbal cues
(nodding of head, signing of a contract).
 Covert Effect – non-observable but sometimes it is the most important.

- Communication can result in motivation or persuasion. It may

lead to awareness, interest, decision, or action.

6. Feedback
- Feedback lets you gauge how successful you were at communicating. It also
offers a chance to adjust your communication process for the future.
- When an individual communicates with her/himself, the messages s/he
encodes are fed back into her/his system by his decoder (Berlo, 1960).
- A communication response is feedback to both source and receiver.
- Feedback could take form of non-verbal or verbal cues.

Modes of Communication

Verbal communication - the use of auditory language to exchange information

with other people. It includes sounds, words, or speaking. The tone, volume, and
pitch of one's voice can all contribute to effective verbal communication.

a) Oral communication occurs when communication is not documented.

It can be in the form of speeches, discussions, debates, face-to-face, talk,
and telephone conversations.
b) Written communication
-Usually being documented. It can be in the form of notices, emails,
manuals, reports, and circulars.

Non-verbal communication -communication between people through non-

verbal or visual cues. This includes gestures, facial expressions, body
movement/language, timing, touch, and anything else that communicates without
speaking. It can also be the tone of one’s voice. These contribute to convey
thoughts and emotions.
Communication processes and principles

Shannon and Weavers “Mathematical” Model

Claude Shannon and Warren Weaver were engineers working for

Bell Telephone Company.

Noise- is the disturbances that interfere with transmission, receipt or feedback of

a message.

Barriers of Communication
Barriers of effective communication in an organization may be broadly
classified into following groups:

-Physical barriers -The environmental barriers that reduce the sending and
receiving of communication. It can be physical distance, distracting noises,
external interferences.

-Psychological or interpersonal barriers is the influence

of psychological state of the communicators (sender and receiver) which creates
an obstacle for effective communication.
e.g.
Lack of attention
Premature evaluation\Poor retention
Distrust
Emotion
Attitude and opinion
Egotism

- Semantic barriers - refer to the misunderstanding between the sender and

receiver arising due to
the different
meanings of
words, and other
symbols used in the
communication
Communication processes and principles

Organizational barriers
-The climate and the culture of an organization act as a barrier in
communication.
e.g. rigidity in rules, poor communication infrastructure, lack of coordination

Mechanical barriers
-Barriers that occur due to fault in the mediating devices
e.g. Defects in machines and transmission interruption

Principles of communication
- In order to make the communication system effective, the following factors or
principles must be followed:

 Know your audience.

 Know your purpose.
 Know your topic.
 Anticipate objections.
 Present a rounded picture.
 Achieve credibility with your audience.
 Follow through on what you say.
 Communicate a little at a time.
 Present information in several ways.
 Develop a practical, useful way to get feedback.
 Use multiple communication techniques.

Communication in Multicultural contexts

 have to pay attention to non-verbal elements; gestures have different

meanings based on cultural context
 language use in terms of word choice is a significant element in making
meaningful connections and fostering harmonious understanding in the
community
 word has a denotative meaning based on dictionary; literal meaning
 word has connotative meaning based on fluid contexts of its uses;
commonly understood cultural or emotional association (pleasing or
displeasing emotional connection)
Communication processes and principles

Prepared by:

JOCELYN R. DOLLENTE, Ph.D.

Professor