LESSON 1: COMMUNICATION AND THE COMMUNICATION PROCESS

Communication – a process by which information is exchanged between/among

individuals through a common system symbol, signs, or behavior.
The Six Ingredients of Human Communication
1) Sender/ Source - It refers to the person or group of persons with a purpose and
a reason to communicate; this is where needs, ideas, information come from;
also called sender or speaker.
2) Message - It is the actual-physical product of the source; expressed through a
code
o Code: refers to any group of symbols that can be structured in a
way that is meaningful to some persons
o Two types of messages: Verbal; non-verbal
3) Channel - This is the medium or the carrier of the message; the passage where
the message passes through
Four(4) types of media
o Class Media: within the organization only (telephone, intercom,
memorandum, minutes of the meeting)
o Mass Media: used by all people (internet, tv, newspaper, radio)
o Social Media: computer-based technology (FB, twitter, IG)
o Human Channel: human bundle of nerves
▪ Visual channel
▪ Auditory channel
▪ Olfactory channel
▪ Gustatory channel
▪ Tactile/tactual channel
4) Receiver – the target; one who received the message
5) Encoder – Translates the source’s purposes into a code language and takes the
ideas of the source and put them into a form that the receiver can use.
6) Decoder - Converts the code into ordinary language

Other Factors of Communication:

▪ Feedback - Enables the sender to know whether his message is received and
understood; it is used to confirm agreement, clarify viewpoints and to assess the
receiver’s level of understanding.
▪ Noise - factors that distort the quality of sound; perception of anything that is not
part of the original message.
Fidelity – counterpart of noise; clearness of sounds
Factors Within the Source that can Increase Fidelity
▪ Communication Skills - it determines your ability to analyze your own purposes
and intentions as well as your ability to say something
▪ Attitudes - pertaining to the source’s attitude toward himself, the subject matter,
and the receiver
▪ Knowledge Level – it is the amount of knowledge of the source on the subject
matter being communicated
▪ Sociocultural System - it refers to the group of people to which the source
belongs, values
and standards he learned and position in his own class

Factors that Affect the Transmission of Message

▪ The Message Content
▪ The Message Elements - such as the language used and the gestures
employed
▪ The Message Treatment - or the manner by which message is transmitted
▪ The Message Structure - which refers to the arrangement of parts or flow of the
message
▪ The Message Code – shows how the message is sent

Factors that Affect the Transmission of Message on the side of the Receiver-
Decoder
▪ Communication skills - If he does not have the ability to listen, read or think, he
will not be able to decode the message that the source encoder has transmitted.
▪ Attitude - His attitude toward himself, toward the source and the message will
determine how he decodes the message.
▪ Knowledge level - If he does not know the code, he cannot understand the
message.
▪ Sociocultural system - His own status, his group membership, his customary
modes of behavior affect the ways in which he receives and interprets messages.
LESSON 2: COMMUNICATION MODELS, PRINCIPLES AND ETHICS

Models of Communication:
(1) Basic Communication Model
▪ Communication process: Source, encoding, message, medium, decoding,
receiver, feedback.

(2) Aristotle’s Model of Communication

▪ A speaker discovers rational, emotional, and ethical proofs; arrange
those proof strategically; clothes the ideas in clear and compelling words;
deliver the product appropriately.
▪ Communication process: Invention, Arrangement, Style, Delivery,
Memory.
(3) Shannon-Weaver’s Model (Mathematical Model of Communication)
▪ Communication includes source (speaker), transmitter (sent out), Signal
(speech), Receiver (catches), Destination (audience).

(4) Schramm’s Model

▪ Process involves source, encoder, signal, decoder, destination.
▪ Preferably relevant to mass media
▪ It is important that the people can encode and decode the signal
(message) and interpret own situation
(5) Berlo’s Model (1960)
▪ Communication consists of source, encoder, message, channel, decoder,
receiver.
▪ Code – system of signal
▪ Encode – put message into code
▪ Channel – medium through which the signals move
▪ Decoder – converts code into ordinary language
▪ S-M-C-R Model

(6) Lasswell’s Model

▪ Who, Say what, Channel, To whom, With What Effect
1. Linear (transmission) Model of Communication
▪ one-way process in which a sender intentionally transmits a message to a
receiver
▪ focuses on the sender and message within a communication encounter

2. Interactive or Interaction Model of Communication

▪ a process in which participants alternate positions as sender and receiver and
generate meaning by sending messages and receiving feedback within physical
and psychological contexts (Schramm, 1997).

3. Transactional Model of Communication

▪ a process in which communicators generate social realities within social,
relational, and cultural contexts
▪ we don’t just communicate to exchange messages; we communicate to create
relationships, form intercultural alliances, shape our self-concepts, and engage
with others in dialogue to create communities
 Principle of Communication
(1) Basic Principles that are Deemed Necessary to Consider:
▪ Know your target audience
▪ Know the purpose of your engagement in communication
▪ Know your topic very well
▪ Anticipate objections from your listeners
▪ Present your viewpoints to your listeners well
▪ Achieve credibility with your audience
▪ Follow through on what you say
▪ Communicate a little at a time
▪ Present pieces of information in various ways
▪ Develop a real and useful ways to get feedback from the receivers
▪ Utilize varied or multiple communication techniques.

(2) Principles of Effective Communication

▪ Be clear with your purpose
▪ Be complete with the message you deliver
▪ Be concise
▪ Be natural with your delivery
▪ Be specific and timely with your feedback

(3) Principles of Effective Written Communication

o Be clear Be coherent
o Be concise Be complete
o Be concrete Be courteous
o Be correct
Ethical Standards of Communication
According to Laserna (2012), to purposely comprehend the communication ethics, the
following principles of ethical communication should be stressed:
1) Advocate truthfulness, accuracy, honesty, and reason as essential to the integrity
of communication.
2) Endorse freedom of expression, diversity of perspective and tolerance of dissent
to achieve the informed and responsible decision-making fundamental to a civil
society
3) Strive to understand and respect other communicators before evaluating and
responding to their messages
4) Promote access to communication resources and opportunities as needed to
fulfill human potentials and contribute to the well-being of families, communities,
and society
5) Promote communication climates of caring and mutual understanding that
respect the unique needs and characteristic of individual communicator
6) Condemn communication that degrades individuals and humanity through
distortion, intimidation, coercion, and violence and through expression of
intolerance and hatred
LESSON 3: COMMUNICATION AND THE COMMUNICATION PROCESS
Communication technology - is the transfer of messages (information) among
people and/or machines through the use of technology; help people make
1) Decisions
2) Solve problems
3) Control machines
Information and communications technology (ICT) - stresses the role of unified
communications and the integration of telecommunication and computers, as well
as, necessary enterprise software, middleware, storage and audiovisual; enable
users to:
1) Access information
2) Store Information
3) Transmit Information
4) Understand Information
5) Manipulate information
ICT permeates all aspects of life, providing newer, better, and quicker ways for
people to interact, network, seek help, gain access to information, and learn.

Examples of Communication Technology

1) Social Media Platforms

▪ 6 Degrees – first social media platform (1997)

▪ MySpace – first mainstream social (2003)
Note: It was the most popular social media platform in the world
between 2005 to 2008.
▪ Facebook - took over from MySpace as the most used social media
platform.
▪ Twitter - used to quickly share short thoughts to people around the web.
Major corporations, public figures and governments use Twitter to quickly
share updates and in-the-moment responses to sensitive issues of public
importance.

2) Blogs - personal websites where people can publish or ‘log’ information for
others with an internet connection to read – all around the globe.
▪ Regular long-form posts about their lives or hobbies
▪ Media organizations run more professional/commercial blogs advertising or
affiliate marketing.
3) Vlogs - “video logs”. They emerged as an extension of blogging after increased
bandwidths enabled regular people to post video online.

4) Live Video - extension of vlogging that has responded to online content

consumers’ needs for immediacy and authenticity.

5) Conferencing Technology - helps workplaces communicate across long

distances; live conferencing technology use live video alongside complex
speaker systems, common affordances of conferencing technology
include:

▪ 360-degree cameras. Cameras automatically detect who is speaking then

display the current speaker’s face.
▪ Microphone and speaker capacities to allow anyone in a room to speak
clearly to people on the other end of the conference call.

6) Wikis - is a website where anyone can edit and add content (Wikipedia)
▪ Collaborative crowdsourcing of information
▪ Wikis to amass a lot of information in a short period of time
▪ Hive minds - knowledge or information stored and accessed by a
community of people.

7) Group Forums - allows people to post questions and answers for others to
respond to. Many forums are sorted by topics, such as Reddit, which allows
people with shared interests to communicate with one another.
▪ Commonly used in online schools; respond to a stimulus question each
week
▪ People can reply to each other’s comments to create a long-form
conversation between individuals online.
▪ full conversation is recorded in comments and replies

8) Tablet Computers - made possible by technological advances that saw the

requisite technologies both compact and cheap enough for the mass market;
▪ small and affordable touch screen technology and compact long life
battery packs.
▪ used as a portable device that fits in the market between a smartphone
that’s carried in the pocket and a laptop that usually requires its own bag.

9) Podcasts - are packets of audio information that can be uploaded and stored on
cloud technology ready for anyone to download and listen to at-will; emerged out
of radio technology.
 10) Wearable Technology - helps make communication easier than ever. A
wearable technology is any information technology that is carried on the body.

▪ Smart Watches
▪ Smart Glasses
▪ Exercise bracelets

11) Smart Speakers - are computerized personal assistants placed around offices
and homes in order to help people complete tasks hands-free.
▪ usually activated using a hot word, like ‘Hey Computer’ or ‘OK Google’
▪ can hear people from distances, allowing people to use the speakers while
still going about their business

Digital Connectivity
1) The Philippines social media was in stark contrast to its internet speed.
2) There appeared to be a relationship between poor fixed, broadband speed and
time spent on social media.
3) The fastest was South Korea, with 26.3 mbps, and its citizens just about 1 hour
and 11 minutes a day on social media.
4) Half of the world’s population is now online, which is a testament to the speed
with which digital connectivity is helping to improve people’s lives.
5) The increase in internet users in developing economies is particularly
encouraging.
LESSON 4: MULTI-MODEL TEXTS
Multimodal texts - conveyed to the reader through varying combinations of visual
written language, and spatial modes.
1) picture books, text
2) books
3) graphic novels
4) comics
5) posters

Communication Aids
▪ Ways to communicate
▪ Help person to communicate effectively
▪ From simple letter board to modern technologies

Digital Society - communication is mediated using technology

▪ to be more effective
▪ to know how technology works
▪ what purposes it can serve
▪ how it can be used efficiently and effectively

Contemporary Communication Aids should be:

▪ Simplistic
▪ Appealing
▪ Short
▪ Straightforward
▪ Youthful

Characteristics of Multimedia Presentations

1) Visually Oriented – displayed in monitor/ projected on screen
2) Use of Different Modalities - texts, graphics, photographs, audio, animation,
video

Special features of computer-based presentations:

▪ Custom Navigation
▪ Made into hardcopy printouts/transparencies
▪ Can be uploaded to Web
Steps in Making Effective Multimedia Presentations:
1) Know the purpose
2) Know the audience
3) Gather information
4) Use a variety of resources – Textbooks, Digital resources, and Internet
5) Do not forget to cite sources
6) Organize the information – list; one idea per slide; logical order; important
information is near the top
7) Check the technical issues
o Contrast
o Color scheme/design
o Avoid clutter
o Avoid pattered/texturized background
o Large font size (18pts)
o Don’t use fancy fonts
o Don’t use more than two (2) fonts
o Avoid too much Text
8) Be creative

Communication modes - channel through which one expresses his/her communicative

intent. Views or feelings can be communicated through:
▪ Face-to-face interaction - It is an informal or casual conversation between two
or more people.
▪ Video - Web cameras are used so that two or more people who cannot interact
face-to-face can communicate.
▪ Audio - transmitted sound where only the voice of the speaker is heard.
▪ Text-based - It has a wider reach and can disseminate information to a bigger
audience quickly.
1) e-mail
2) facsimile
3) text messaging
4) instant messaging