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Lesson 1:
Communication
Principles and Ethics
This lesson discusses communication principles and ethics,
including the concept of globalization as the worldwide
integration of humanity. It also involves diversity and cultural
sensitivity in communicating in a highly globalized
environment.

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Learning Outcomes
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• Describe the nature, elements and functions of verbal and non-verbal

communication in various and multicultural contexts.
• Explain how cultural and global issues affect communication, and why
ethical communication is essential.
• Appreciate the impact of communication on society and the world.

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Processes and Principles

of Effective
Communication

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Communication is a complex process.

…but the real question is whether the ideas one has expressed are truly understood by another.
…without changing both the CONTENT and the CONTEXT of the message.

Content - the material that is written/contained about a given topic Source

Feedback Message
Context - the circumstances that help us to understand the text

Receiver Encoding

CONTEXT

Message Message

Decoding Channel

Message

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Source - The source of the message is the sender.

Message - The message is simply the information a person wants to communicate.
Encoding - This is the process of transferring the message into a format or platform that is expected to be understood
or decoded by the recipient of the information.
(1) know the audience’s context and understand what they need to know
(2) identify the possible means of sending the message and choose the best option
(3) use a language the audience will understand
Channel - This is the method(s) one uses to convey the message.
Receiver - The target of the recipient of the message.
Decoding - This happens when the intended recipient of the information receives the message. Receptive skills:
reading and comprehending, viewing, active listening, or asking questions.
Feedback - This is the mechanism that gauges how successful the communication process is – oral response, body
language, facial expression, written remark, any form of reaction to the information received.

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Communication Models by Scholars and Theorists

• Aristotle
• Shannon-Weaver
• Osgood and Schramm
• Eugene White

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The earliest model comes from Aristotle at around 5BC. His model explains that speakers should
adjust their messages according to their audience and the occasion to achieve a particular
effect.

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Created by Claude Shannon and Warren Weaver. This is also often called the “Telephone Model” because of
the technology of the telephone and the experience of “noise” coming from the switchboard.

This model tells us how the message may sometimes get lost because of the noise, which can be physical or
psychological and how feedback is an essential component of communication to ensure that the message is
successfully received.

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The role of interpreter (appreciation of message) will dictate if the process would succeed or fail.

Semantic noise - term used when the sender and receiver may apply different meanings to the
same message. And this leads to the 2nd model of Schramm.

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Another model of Schramm where it perceives that for the message to reach the receiver, there must be a
common field of experience between the sender and the receiver.

This will allow the receiver to still understand the core meaning of the message despite differences between
the sender and receiver’s experiences and nuances of the message.

This field of experience may constitute culture, social background, beliefs, experiences, values and rules.

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According to White, it is possible to begin at any of the stages outlined in his model.

The most important contribution of his model is the concept of feedback which can only be
processed by the speaker if he or she has been monitoring the audience or the listener. Hence, the
speaker must also pay attention to the listener’s verbal and non-verbal cues.

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• What is communication?
Communication is beyond simply putting words into thoughts and emotions.
It is the art of creating and sharing ideas for a specific purpose.

• What is communication process?

Sender – Message – Channel – Receiver – Feedback
Models of Communication

• What are the different forms of communication?

verbal communication, which includes the use of language, sounds, and tone of voice
non-verbal communication, which includes body language and facial expressions
written communication, such as through journals, emails, blogs, and text messages
visual communication, which involves signs, symbols, pictures, graphics, and emojis

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“One cannot simply strive to express oneself and leave understanding to fate.”
✓ how to organize one’s thoughts
✓ control one’s emotions
✓ use appropriate words to articulate concepts and arguments
✓ express the best way possible

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AUDIENCE ANALYSIS

Demographic: Attitudinal: Environmental:

age, gender attitudes, beliefs, and seating arrangement,
culture, ethnicity values the number of people
race, religion, likely to attend, and the
and educational level room lighting

IDENTIFYING AND OVERCOMING COMMUNICATION BARRIERS

Varying levels of Difference in

Cultural differences expectations and perspectives and
experiences communication styles

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• When is it called an effective communication?

It is done effectively only when information is transmitted without changing both
the content and the context of the message. Effective communication is dependent on how
rich those ideas are, and how much of those ideas are retained in the process.

• How can I communicate effectively?

✓ Audience Analysis – Demographical, Attitudinal, Environment
✓ Identifying and overcoming communication barriers (physical, physiological,
cultural differences, varying levels of expectations and experiences, communication
styles)

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PRINCIPLES OF EFFECTIVE COMMUNICATION

✓ Clarity: This pertains to both the message and the purpose why the message has to be sent.
✓ Conciseness: The message should be as brief as may be required depending on one’s purpose.
✓ Completeness: The message should still be complete and accurate.
✓ Organization: Ensure the systematic flow of ideas and transition from one point to another.
✓ Empathy: The sender of the message should be sensitive to the needs and interests of the receiver.
✓ Flexibility: know how to adapt to the varying needs and expectations of their audience, and modify the
message or the way the message is sent to avoid misunderstanding or misinterpretation.

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COMMUNICATION ETHICS
• What is ethics?
• Why do you think there should be ethics in communication?
• What problems can arise when people are not ethical in their communication practices?

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COMMUNICATION ETHICS

• Ethics is a system of moral principles that helps us tell right from wrong, good from bad.

• It helps us lead a more fulfilling life whether on a personal or professional level.

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COMMUNICATION ETHICS

According to NCA in their Credo for Ethical Communication:

“Ethical communication is fundamental to responsible thinking, decision-making, and the
development of relationships and communities within and across contexts, cultures, channels
and media.”

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Four Principles of Ethical Communication
✓ Advocate truthfulness, accuracy, honesty and reason as essential to the integrity of
communication

✓ Freedom of expression, diversity of perspective and tolerance of dissent to achieve the

informed and responsible decision-making fundamental to a civil society

✓ Condemn communication that degrades individuals and humanity through distortion,

intimidation, coercion and violence and through expression of intolerance and hatred

✓ Accept responsibility for the short and long term consequences of our own communication
and expect the same of others

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COMMUNICATION ETHICS
Communication is ethical only when it is
✓ genuine
✓ open
✓ cooperative
✓ sensitive to one’s cultural and social beliefs and practices.

In communicative situations, ethics is best observed by people who manifest the following:
✓ Active and respectful listening (for face-to-face communication)
✓ Avoiding prejudice
✓ Showing commitment and genuine interest
✓ Respecting socio-cultural beliefs and practices of others

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✓ Active and respectful listening

“You cannot truly listen to anyone and do anything else at the same time.” M. Scott Peck
Active listening helps avoid misinterpretation and misunderstanding especially when communicating with
people having different belief systems, culture and social background.

Self-awareness important in ethical communication:

✓ Body language
✓ Eye contact
✓ Sense of the message
✓ Turn-taking
Awareness of these considerations would send a message that a person speaking is either important or
unimportant.

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✓ Active and respectful listening

What do we really mean when we say active listening?

Five Key Aspects of Active Listening

1. Pay close attention.
2. Show physical manifestations that you are listening.
3. Check for understanding.
4. Don’t interrupt.
5. Respond appropriately.

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✓ How past experiences and prejudice affect communication

Most people bring their past experiences into a communication situation. People enter a
communicative situation with certain expectations and they behave or react accordingly.
When their audience responded positively to their message, chances of them repeating the same
style are relatively high, or it may happen the other way around.

Prejudice, on the other hand, when people take their past experiences and make certain
assumptions that the same experience will happen with the same people, given the same context. This
eliminates a people’s personal identity and individuality.
Effective communicators view people as separate from any preconceived notions others may
have about them. They see the value of the individual as a person of worth, and thus will respect that
individuality.

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✓ How past experiences and prejudice affect communication

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To have an idea how prejudice happens, complete the phrases below. If you don’t have sufficient personal
experience to complete a phrase, think of a possible stereotype you might have heard from someone:

Old teachers in school are…

Male professors who speak good English are…
The athletes and performers in school are usually…
Most supervisors in multinational companies are…
The lowest form of job in the workplace is…
Working with homosexuals is usually…
Muslims, Buddhists, or people with other beliefs are…
Disabled people in the workplace should…

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✓ Showing commitment and genuine interest
Being committed means giving sufficient time and resources to any discussion or conversation,
and being open about any issue that may arise.
Commitment also involves volunteering important information, even if it puts a person’s own
short-term interests at risk, as long as it is for the benefit of the majority especially in the long run.

“Naval Language” or The Belly Button Psyche

The origin of this “rule” dates back to the 1930s and since then, numerous scientists and body
language experts have honed the theory. Most notably, Dr. Albert Mehrabian, professor of Psychology at
UCLA said that the belly button rule is the most important indicator of reading a person’s intention. Simply
put, the belly button rule means the direction of a person’s navel reflects his/her true interest.

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✓ Showing commitment and genuine interest

When people are interested in you and what

you have to say, they will point their belly
button squarely at you as you talk. That
shows they are engaged and they are
focused on what you have to say.

If you are uncomfortable with a conversation

and you may have to discuss something that
is not easy to discuss, start with sitting the
listener in a way where your belly button is
pointing directly toward theirs.
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✓ Respecting socio-cultural beliefs and practices of others
The concept of globalization is not new, but people somehow fail to realize that this is not
confined to technology or bridging the world and making it a virtual community.
Ethical communication requires people to respect socio-cultural beliefs and practices of others,
while at the same time avoiding all kinds of stereotypes.

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✓ Respecting socio-cultural beliefs and practices of others
The concept of globalization is not new, but people somehow fail to realize that this is not
confined to technology or bridging the world and making it a virtual community.
Ethical communication requires people to respect socio-cultural beliefs and practices of others,
while at the same time avoiding all kinds of stereotypes.

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Communication and
Globalization

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Motive Question:

The world has shrunk into a global village, but have we become more of
‘neighbors’ or more of strangers to each other?

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Filipinos have increased our awareness and acceptance of the notion that we belong to a diverse,
global community. This is not confined to communication with people from other countries, but is inclusive
of communication within our own societies, even with the minorities and the indigenous peoples. It is
therefore imperative that WE learn to communicate effectively with people regardless of age, gender, race,
ability, religion, sexual orientation, income, marital status, or ethnicity.

Communication in the modern world must be anchored on the concept of diversity, since effective
communication and the ability to understand cultural differences are skills that have become requisites not
only for a meaningful social life but also for a successful professional career.

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In addition, digital technology has erased territorial boundaries among countries and among
people with varying cultures. The notion of being a ‘stranger’ has been revolutionized as the people whom
we used to treat as strangers are now our co-workers, classmates or friends – albeit some only in social
media.

Hence, there is a need to develop graduates and professionals who are multiculturalists – those
who are engaged with and respectful of people with different cultures. These are not necessarily people
from other countries all the time, since a country may have varying sub-cultures among its general society.
In the Philippines, for example, there is no argument that people from Southern Tagalog have a different
culture from the Bicolanos, and those from Zamboanga have different norms and beliefs from the Ilocanos.

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Let’s take a poll!

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The greater the number of statements that are honestly true to you, the more prepared you are
to welcome the opportunity of communicating and interacting with people from different cultures. This is a
very important aspect in one’s personal life or professional careers, since avoiding intercultural
communication is virtually inevitable in any organization.

This is especially true in business organizations, when products can go global and the manner by
which any product is communicated to the global market can make or break the brand. Here are a few
examples of business miscommunication in a global setting:

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In the past, Gerber dealt with issues in some cultures

where women have low literacy rates such as Africa and
the Middle East. The women in these cultures generally
use pictures to tell them what food they are buying. When
Gerber started selling their product in these countries, the
women saw the picture of the baby and believed that there
was a baby or part of one baby in the jar.

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Irish Mist is a brown whiskey produced in Dublin, Ireland. In Germany,

however, “Mist” literally translates to “crap”

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Joni (read as “Yoni”) is a brand of skin product. However, Yoni

means ‘uterus’ or ‘vagina’ in Sanskrit, and is an Indian
representation of female genitalia, especially pertaining to the
Hindu goddess Shakti.

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All of these examples are predominantly business-related, where companies failed to regard
cultural differences in packaging and communicating their product to the global market. However, the cost
of cultural insensitivity in global communication can be felt in everyday communication, as cultural
misunderstandings often lead to misinterpretation and unnecessary tension between people. Here are
some examples demonstrating this in a global setting:

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• Showing the sole of a shoe (by crossing one’s legs and

pointing one’s shoes to the speaker, for example)
means nothing to observers in most Western and Asian
countries. In Muslim cultures (such as Saudi Arabia),
however, the gesture is perceived as insulting. Similarly,
crossing one’s legs while seated is customary for
Westerners, but this is a social faux pas in Korea.

• Blinking rapidly while another person is talking is

normal for most people, especially during tense
situations. For Taiwanese, this is considered impolite.

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• The Japanese view the business card as an extension of

their body, while Americans view it simply as a business formality.
Hence, when Japanese hand over their business cards with two
hands and with great care, they get insulted when the person
receiving just put it away with haste.

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These are just some of the instances when miscommunication and misunderstanding can happen as a result
of cultural ignorance and insensitivity in the global environment. In order to develop more meaningful relationships
and establish productive interaction with people having different cultures, everyone should recognize and respond to
such differences and nuances. In addition, people have to be mindful that not everyone from the same culture
exhibits the same characteristics and habits in communication, so sensitivity is key to any successful communicative
situation.

In communicating in a highly global environment, the challenge that faces everyone is to learn to understand,
accept, and address cultural – and communication – differences.

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“
Your emotion is like a fuel ready to
decant the pile of flamed words inside
your chest. Be careful what you pour
into it.

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