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The core course title Purposive Communication generally aims to develop your
fundamental skills of communication such as listening, speaking, reading, writing, viewing
and representing studied and simulated in advanced academic and other multicultural
settings. This is stated in the CHED Memorandum Order (CMO) No. 20, series of 2013
that is also known as the Revised General Education Curriculum (GEC).

GE_105: Purposive Communication allows you (the students) to delve into varied
activities that will help you in achieving the goal indicated in the CHED Memorandum.
The activities include different tasks that will surely hone your macro skills:
Listening, Speaking, Reading, and Writing. In case you want to clarify something in this
module while you are working on it, this learning packet also uses different learning
platforms that will help you extend your knowledge and allow you to discuss with your
classmates and teachers. All of these are highly essential as you adapt to the demands
expected from a 21st century learner (like you).
By finishing this course, you will be a multi-skilled learner in different ways of
learning: self-directed, a lifelong learner, flexible or adaptable to different learning
environment and circumstances, a good problem-solver, critical thinker and passionate
learner.

Finally, as what other learning modules say about this course, Purposive
Communication in the 21st Century incorporates sociocognitive transformative model in
English as a second language pedagogy to ensure that 21st century multiliterate lifelong
learning goal is achieved.
Good luck and have fun while learning!

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Module Number 1
Module Title Communication Principles, Processes, and Ethics

Module Overview Welcome to Module 1! In this module you will be learning the
process of communication through different models, the
communication principles, and the ethical standards we have to
observe to be effective communicators.

Module By the end of this module, you can:

Outcomes • identify the principles, processes, and ethics of
communication
• evaluate a certain communicative situation
• reflect on a learning experience

Module 1
Number
Communication Principles, Processes, and Ethics
Module Title
Communication Principles, Processes, and Ethics
Lesson 1
By the end of this lesson, you will be able to:
• identify the principles, processes, and ethics of
Lesson communication
Objectives • evaluate a certain communicative situation
• reflect on a learning experience

Lesson Proper
Communication is an integral part of our daily life. We spend at least
70% of our waking hours communicating (Van Pelt, 1986). To be an
effective communicator, we have to know how to uphold integrity in
speaking and use various strategies to make sure that the
communication process is uninterrupted and meaningful.
Activity
Task 1. Self-Audit
Before plunging in, accomplish this first. Tick the column that
best describes your ability to deliver an oral presentation. Answer
this section as objectively as possible. Bear in mind that there are no
wrong answers.

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 Usually Sometimes Seldom Never
3 2 1 0
1. I acknowledge
the barriers to
communication
and address
them
effectively.
2. I adjust to my
audience’s
needs,
interests,
values, and
beliefs.
3. I am clear with
my purpose.
4. I am confident.
5. I give a timely
and specific
feedback.
6. I keep an open
mind.
7. I keep my
message short
but complete.
8. I listen
attentively.
9. I observe
verbal and non-
verbal
messages
effectively.
10. I support my
message.
TOTAL
GRAND TOTAL

Interpretation
Score Level of Proficiency
28-30 Advanced
25-27 Proficient
23-24 Approaching
Proficiency
21-22 Developing
20 and Beginning
below

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 A.
1. Come up with a word or phrase that can be associated with
“communication.”
2. Use a semantic web to clearly show the relationships of ideas on
communication.
3. Use a separate sheet for your outputs. Paper size must be
Analysis 8.5”x11”.

B. On another sheet of the same size, answer the following

questions using your own thoughts or ideas.
• What does communication mean?
• How important is communication to your personal and
professional success?

COMMUNICATION PROCESS
Communication is an exchange of meaningful input or
information from one another. It is generally understood as a process
that contain certain elements such as source, message, encoding,
channel, decoding, receiver, feedback, context, and barrier.
• Source – the speaker or sender of message
• Message – the input or information shared by the speaker
or sender
• Encoding - process of sending the message
• Channel – ways or means of sending the message
• Decoding – process of understanding or receiving the
message
• Receiver – recipient of the message
• Feedback – verbal or non-verbal response of the receiver
• Context – the situation or environment where the
Abstraction communication takes place
• Barrier – factors that affect or interfere the communication
process.

Some classifications of this include: Physical (environmental

or outside noise); Physiological (body pains, hunger, fatigue,
headaches); Psychological (mental interference in the speaker or
listener like wandering thoughts and preconceived ideas); and
Semantic (jargon, abstract ideas, cultural terms).

Over time, there have been several models or frameworks

that were made to represent the process of communication. Some
of these models are provided below.

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 https://www.communicationtheory.org/shannon-and-weaver-model-of-communication/

In the first model, according to the Shannon-Weaver Model

(1949), communication includes the following concepts: sender,
encoder, channel, decoder, receiver and feedback. Furthermore,
there is also concept of noise included in the model, which goes
through the channel and renders the message more difficult to
understand by the receiver. Here, communication is seen as a one-
way process (Barrot and Sipacio, 2018).

https://www.researchgate.net/figure/The-interactive-model-of-communication-presented-by-Schramm-
14_fig1_311739283

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 The next model is the Osgood- Schramm Interactive model.
It is a Circular Model, so that communication is something circular in
nature. This model breaks the sender and receiver model it seems
communication in a practical way. It can happen within our self or
two people; each person acts as both sender and receiver and hence
use interpretation. It simultaneously takes place (e.g. encoding,
interpret and decoding).

https://www.communicationstudies.com/communication-process

The third and the last model is the Transactional model. The
transactional model, unlike the linear, recognizes that
communication is a simultaneous process and therefore switched
both the terms “sender” and “receiver” to “communicator.” It also
adds “environment,” which embraces not only physical location, but
also personal experiences and cultural backgrounds. Another
change you will notice in the transactional model is the overlap
between each communicator. This recognizes similarities between
each communicator’s environment. The model displays how
communication becomes more difficult when communicators have
less in common. In addition, the transactional model recognizes how
the type of channel can affect meaning. For example, the words “I
love you” have a much different meaning if they are said through a
billboard than through a voicemail.

COMMUNICATION PRINCIPLES (Barrot and Sipacio, 2018)

•Communication is a process of exchanging verbal and/or non-

verbal information between two or more people who can be

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 either the speaker or the receiver of messages.

•Communication is used to meet the purpose of a person. The

purpose could be to inform, to persuade, or to entertain.

•Communication can be in the form of written, verbal, non-

verbal, and visuals.
O Written communication involves texts or words
encoded and transmitted through memos, letters,
reports, online chat, short message services (SMS), e-
mail, journals, and other written documents.
O Verbal communication involves an exchange of
information through face-to-face, audio and/or video
call or conferencing, lectures, meetings, radio, and
television.
O Non-verbal communication involves the use of the
following to convey or emphasize a message of
information.
Voice – this includes tone, speech rate, pitch,
pauses and volume.
Body language – this includes facial
expressions, gestures, postures, and eye
contact.
Personal space or distance – this refers to an
area of space and distance that a person from a
different culture, personality, age, sex, and
status adopts and puts for another person.
Personal appearance – this refers how a person
presents himself/herself to a particular situation,
whether formal or informal.
O Visual involve the use of images, graphs, charts, logos,
and maps.

•Communication can be intended or unintended.

O Intended communication refers to planning what and
how to communicate your ideas to other people.
O Unintended communication, on the other hand,
happens when you unintentionally send non-verbal
messages to people whom you are communicating.

•Communication is a complex process that requires you to

O know your audience
O determine your purpose
O identify your topic
O expect objections

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 O establish credibility with your target audience
O present information clearly and objectively
O develop a practical, useful way to seek for feedback

COMMUNICATION ETHICS

Effective communicators observe ethics. This means that

they deal with values, righteousness, and behavior appropriate for
human communication particularly in a multicultural situation. Below
are some of the ethical considerations according to Barrot and
Sipacio (2018).

• Uphold integrity. Be truthful with your opinion and be

accurate with your judgment.
• Respect diversity of perspective and privacy. Show
compassion and consideration with the beliefs, status,
affiliations, and privacy of others.
• Observe freedom of expression effectively. Be careful of
what and how you say your words depending on the type of
people you are communicating with.
• Promote access to communication. Give others an
opportunity to express what they feel and think about the
message being communicated.
• Be open-minded. Accept that others have different views or
opinion, which may conflict with yours. So, listen and
process the views of other people, and learn how to
reconcile their opinions with your own.
• Develop your sense of accountability. Acknowledge
responsibility for all your actions, good or bad.

GUIDELINES FOR EFFECTIVE COMMUNICATION

Effective communication plays a crucial role in your personal

and professional success. Below are some guidelines for effective
communication (Barrot & Sipacio, 2018):

• Be clear with your purpose. As a sender, you must have a

specific purpose in mind. This can help you convey your
message effectively to your target audience or receivers in
written, verbal, non-verbal, or visual form.
• Support your message with facts. When you provide an
incomplete or vague information, you can cause confusion
or misunderstanding in your audience. Hence, you should be
well-prepared with your supporting ideas through examples,

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 experiences, or observations when you deliver a message.
• Be concise. There is always a sense to this cliché, “keep it
short and simple.” Avoid irrelevant or unnecessary details in
your message and keep it concise.
• Provide specific information in your feedback. Give feedback
that is timely, constructive, and specific to the topic being
discussed.
• Adjust to the needs, interests, values, and beliefs of your
audience. Every person has different needs and comes from
different cultural background. Your role as an effective
communicator is to adjust to those needs interests, values,
and beliefs of your audience. Essentially, use language or
vocabulary which is appropriate to your audience. Avoid
technical terms and jargons because they can be barriers to
communication.
• Observe communication ethics. Some ethical practices in
communication have been mentioned. Observing ethics in a
communication process will help you build your credibility
and make you more professional.
• Be your natural self and appear very confident. Have the
right attitude and happy disposition in life; control your
emotions, and think well before you speak.

Quiz

Write T on the blank if the statement is true and F if the statement

is false.

____1. A competent communicator knows how to overcome the

barriers to communication.
____2. Communication is an on-going process.
____3. Communication is unintentional.
____4. Communication may not be possible in some situations.
____5. Context is a crucial component of communication.
Application
____6. Efficient reading is required in decoding a message
effectively.
____7. Feedback can be verbal or non-verbal.
____8. In order to be a good source, one has to deliver a clear
message to his/her receiver.
____9. Noise affects the communication process.
____10. One advantage of a written communication is that it
provides records and references.
____11. Oral communication is an essential element for the
success of an organization or a
team.

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____12. People communicate to meet their needs.
____13. The message is a key idea that the sender wants to
communicate.
____14. The type of message determines the channel that the
sender should use.
____15. Without the message, there is no point of communicating.

Task
1. Observe a certain communicative situation.
2. Find out how communication takes place.
3. Write a one-page narrative report on your observations
focusing on following on the following questions:
a. What is the context of communication?
b. Who is/are the source/s?
c. What is the message?
d. What is the channel?
e. Who is/are the receivers?
f. Did the sender-receiver decode the message
effectively?
g. What can you say about the feedback from the
sender-receiver?
h. What are the barriers?
i. How did the sender-receiver address the barriers?
j. Is the communication one-way or two-way? Why
do you say so?
k. Are the communicators ethical? Why do you say
so? What are the considerations?
l. Overall, what can you say about the
communication process that took place
between/among the communicators? Why do you
say so?
4. Use the following format: MS Word, short bond paper,
Times New Roman, font size 12, 1.5 spacing, and 1-inch
margin on all sides.

Rubric
VGE GE SE LE N
5 4 3 2 1
1. The purpose is
communicated clearly.
2. The paper contains the
required components.

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 3. The major points are
stated clearly.
4. The major points have
sufficient supporting
details such as relevant
data or examples.
5. The paper uses effective
transitional and cohesive
devices.
6. The paper is free from
grammatical lapses.
7. The mechanics are
correct.
8. The paper follows the
prescribed format.
TOTAL
GRAND TOTAL /40
Legend:
VGE – to a very great extent; GE – to a great extent; SE – to some extent; LE –
to a little extent; N – not at all

Reflect on the learning that you gained from this lesson by

completing the given chart.

What were your What new or additional

misconceptions about the learning have you gained
topic prior to taking up this from this lesson in terms of
lesson? skills, content, and attitude?
I thought… I learned that…
Metacognition

https://www.rysec.org/10-basics-of-ethical-communication/
Suggested
https://youtu.be/sIO7-mztvUE (for evaluation)
Readings/Vide
o Clips

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 Barrot, J.S. & Sipacio, P.J.F (2018). Purposive Communication in the
21st Century. C&E Publishing: Quezon City

https://communicationinlibraries.wordpress.com/2013/12/07/shanno
n-weaver-model-of-communication/

https://onthego.fm/4-types-noise-disrupt-communication-non-
References technical-problem-podcasters-
face/#:~:text=Psychological%20noise%20interferes%20with%
20communication,%2C%20preconceived%20ideas%2C%20a
nd%20sarcasm.
https://www.communicationtheory.org/osgood-schramm-
model-of-communication/

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