Lesson III.

Communication Processes, Principles and Ethics

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 only by knows
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 presented 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 communications 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.

ARISTOLE’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 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:

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 brings 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 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 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.

Could you explain the communication flow in the preceding model? How different is it from the
first two models discussed earlier?
BERLO’S COMMUNICATION MODEL

David Berlo’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 count 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 verbal and non-verbal codes.

The third variable 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. Know your 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 to 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.

5. 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.

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

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

Ethics of Communication

Communication ethics emphasizes that morals influence the behavior of an individual, group, or
organization thereby affecting their communication. 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 hid3 information
that are necessary for purposes of transparency.

Teacher’s Insights
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. I 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.

Task 1. Effective Oral Communication (Quiz)

Directions: View on Youtube the speech of President Duterte at Philippine China and
Investment Forum Beijing, China on October 20, 2016.

Do you think the five principles of effective oral communication were followed? Which ones
were not? Why or why not?

What advice would you give to make the speaker more effective? Write your thoughts on the
space below.
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Task 2. Code of Ethics (Class Standing)
Directions: Carefully analyze the question given and place your answer on the space provided.

The code of ethics in the workplace should be carefully thought since it will guide the
employees in assessing what is right and wrong for the business. If you were to put up your
own business, what values would you incorporate in your company’s code of ethics?
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Directions: Rate yourself on how well you respond to some

trying times by answering the table below.

Descriptors Yes No
1. I can always recognize ethical issue.
2. I can be aware of the different perspectives of stakeholders on an
issue.
3. I am able to weigh things objectively.
4. I can think of alternative courses of action for a dilemma.
5. I can formulate policies to avoid the recurrence of the dilemma.

How can you improve on the things that you less practice?
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