Communication Processes, Principles, and Ethics

Communication is a very interesting topic to be discussed, previously those confusions along with the term had finally answered, and another figure and
body of knowledge were added to the memory bank such terms were creatively elaborated like the verbal communication, non-verbal communication, the
types of communication such as intrapersonal, interpersonal, extended, organizational, intercultural, and the purpose and style of communication. In a
nutshell, the terms are crucial to restate and to know the function in the field of communication.

You learned about the types of communicati on mode, context and purpose, and style. In this lesson, you will review the nature of the
communicati on process and some important communicati on models. Why is it important that you know the communicati on models?
You will realize their importance because they will help you understand how a communicati on process works.

A model is oft en abstract. It is a representati on of a real-world phenomenon applied to diff erent forms. The interplay of variables in
the model is represented graphically. Try to assess later what comprises the communicati on models and what variables are common
to each of them.

There are many conceptual models for human communicati on but you will be exposed to only four. These are Aristotle’s model,
Laswell’s model, Shannon-Weaver’s model; and David Berlo’s Model of Communicati on

Aristotle’s Communication Model

Aristotle, a great philosopher initiative the earliest mass communication model called “Aristotle’s Model of Communication”. He proposed a model before
300 B.C who found the importance of the audience role in the communication chain in his communication model. This model is more focused on public
speaking than interpersonal communication.

Aristotle Model of Communication is formed with 5 basic

elements
(i) Speaker, (ii) Speech, (iii) Occasion, (iv) Audience and (v) Effect.

Aristotle advises speakers to build speech for different audiences at a different time (occasion) and for different effects.

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
speaker adjusts his or 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 the message in any given situation.

Harold Dwight Lasswell

In 1948, Harold Dwight Laswell describes communication as being focused on the following W’s: who says what in which channel to home and with what
effect as seen in the model below:

The whole process of communication begins with the communicator ( who ) sending out the message ( what ) using a medium( in which channel ) for a
receiver ( to whom) experiencing an effect afterward. The process may be analyzed through the content sent, the medium used, as well as the effect on
the rose plant of the message.
While this model is similar to Aristotle’s in the sense that both are linear and have the same components, Laswell also differs in that there are five variables
involved with the addition of two: medium and effect.

Claude Elwood Shannon and Warren Weaver’s model of

communication was introduced in 1949, a year after
Laswell’s for Bell Laboratories.
This model is specially designed to develop effective communication between the sender and the receiver. Also, they find factors which affecting the
communication process called “Noise”. At first, the model was developed to improve the Technical communication. Later it’s widely applied in the field of
Communication.

The model deals with various concepts like Information source, transmitter, Noise, channel, message, receiver, channel, information destination,
encode, and decode.

David Kenneth Berlo (1929 — February 23, 1996) was an American communications theorist. He taught at Michigan State University and later served as
president of Illinois State University. He proposed the:

BERLO’S COMMUNICATION MODEL

Berlo’s SMCR Model of Communication represents the process of communication in its simplest form. The acronym SMCR stands for Sender, Message,
Channel, and Receiver. Berlo’s SMCR Model of Communication describes the different components that form the basic process of communication. Because
this communication tool also emphasise the coding and decoding of the message, it can be used for more efficient communication. (Janse, 2019)

Berlo’s model follows the SMCR model. This model is not specific to any particular communication. Berlo’s model includes a number of factors under each
of the elements:

Source: The source is situated where the message originates.

Communication skills — It is the skill of the individual to communicate. For example, the ability to read, write, speak, listen, etc.

Attitudes — This includes attitudes towards the audience, subject, and towards oneself. For example, for the student, the attitude is to learn more and for
teachers, it is to help teach.

Knowledge– Communicating also means that the person needs to be knowledgeable about the subject or topic. For e.g. a teacher needs to know about the
subject in detail that he or she teaches so that they can communicate properly such that the students understand here.

Note: It refers, not to the general knowledge, but to the knowledge of the subject that the person is communicating and their familiarity with it.

Social system — The social system includes the various aspects of society like values, beliefs, culture, religion, and a general understanding of society. It is
where the communication takes place.

For example, classrooms differ from country to country just like people’s behaviors and how they communicate, etc.

Note: We can communicate only to the extent that the social system allows. When we communicate, we take the social system into account.
Culture: The culture of a particular society also comes under the social system.

According to this model, people can communicate only if the above requirements are met in the proper or adequate proportion.

Encoder: The sender of the message, from where the message originates, is referred to as the encoder. So the source encodes the message here.

Message

Content — The body of a message, from the beginning to the end, comprises its content. For example, whatever the class teacher teaches in the class, from
beginning to end, is the content of the message.

Elements — It includes various things like language, gestures, body language, etc. They constitute all the elements of a particular message. Any content is
accompanied by some elements.

Treatment — It refers to the packing of the message and the way in which the message is conveyed or the way in which it is passed on or delivered.

Note: When there is too much treatment, communication will not go smoothly.

Structure– The structure of the message refers to how it is arranged; the way people structure the message into various parts.

Note: The message is the same, but if the structure is not properly arranged then the receiver will not understand the message.

Code– The code of the message refers to the means through which it is sent and in what form. It could be, for example, language, body language, gestures,
music, etc. Even culture is a code. Through this, people give and receive messages and communication takes place.

Note: Only when the code is clear, the message will be clear. The wrong usage may lead to misinterpretation.

Channel– It refers to the five sense organs. The following are the five senses:

§ Hearing

§ Seeing

§ Touching

§ Smelling

§ Tasting

Communication occurs through one or more of these channels.

Hearing: The use of ears to receive the message. For example, orally transmitted messages, interpersonal communication, etc.

Seeing: Visual channels, for example, Watching television so the message is conveyed through the scene/film.

Touching: The sense of touch can be used as a channel to communicate. For example, we touch, buy food, hugging our loved ones, etc.
Smelling: Smell also can be a channel to communicate. For example, perfumes, food, fragrances, etc. Charred smell communicates something is burning.
People can deduct which food is being cooked by its smell etc.

Tasting: The tongue is a muscular organ used in the act of eating and tasting food. For example, while food is being shared, communication can happen
regarding its taste.

Note: Despite not mentioning a medium, we need to assume that as communication is taking place, channels can be any of the 5 senses or combination.

Decoder: The person who receives the message and decodes it is referred to a decoder.

Receiver: The receiver needs to think about all the contents and elements of the source, so as to communicate/responds to the sender effectively.;

Berlo’s model believes that for effective communication to take place, the source and the receiver need to be on the same level. Only then communication
will happen or take place properly. Hence, the source and the receiver should be similar.

For example, if the communication skill of the source is good, then the receiver should have equally good listening skills.

It cannot be said that the receiver does not receive the whole message because even though he may receive it, but may not be able to interpret its
meaning. For effective communication, the source and the receiver need to be on the same level.

Note: Self-image differs from person to person. For communication, the person should consider the receiver, speak accordingly, and give them what they
need.

Criticism of Berlo’s SMCR model of communication:

1. There is a lack of feedback. The effects are practically unknown.

2. It does not mention the barriers to communication.

3. There is no room for noise.

4. It is a rather complex model.

5. It is a linear model of communication.

6. It requires people to be on the same level for effective communication to happen. However, that rarely happens in everyday life.

7. The main drawback of the model is that it omits the usage of sixth sense as a channel of communication, which is an asset to human beings (thinking,
understanding, analyzing, etc.)

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.

2. Know your audience.

3. Know your topic.

4. Adjust your speech or writing to the context of the situation.

5. Work on the feedback given to you.

PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION

1. Be clear about 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 were they with your statements. Brevity in speech is a must.

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

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

7 C’S PRINCIPLE OF EFFECTIVE COMMUNICATION

1. Be clear

2. Be concise

3. Be concrete

4. Be correct

5. Be coherent

6. Be complete

7. Be courteous

ETHICS OF COMMUNICATION

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 the intern in the operations of an organization.

2. Provide complete and accurate information. Whether it is needed or not the data should always be contextualized correctly.

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