● “Audience” here does not only refer to the
people listening to you in a public speech.
Processes and Principles of Effective
Communication ● Rather, it refers to anyone who is expected to
receive the message you are sending.
● Effective communication is a key interpersonal
skill and by learning how you can improve your ● Knowing the audience, understanding their level
communication has many benefits. and how they need to receive the information –
also known as skills on audience analysis –
● It sounds so simple: say what you mean. But all are extremely important in “packaging” the
too often, what you try to communicate gets lost message and sending it across.
in translation despite your best intentions.
● Audience analysis is therefore one skill an
● You say one thing, the other person hears effective communicator must have.
something else, and misunderstandings, ● It is imperative that you find out who the
frustration, and conflicts ensue. audience is – who will actually receive your
‘message’ – and what they need to know.
● This is very true especially in the absence of
physical, face-to-face communication. ● Only in doing so can you properly adjust all the
other elements of communication, such as your
● Communication is beyond simply putting words words or registers, your tone, and your
into thoughts and emotions. expressions.
● It is done effectively only when information is ● Another aspect that needs consideration in
transmitted without changing both the content analyzing the audience is identifying and trying
and the context of the message. to overcome possible communication barriers.
● Simply put, communication is the art of creating ● These are not confined to physical noise (cars
and sharing ideas for a specific purpose. passing by, someone pounding on the table) and
physiological issues (an upset stomach), but
● It comes in many forms: could also include cultural difference, varying
levels of expectations and experiences, and
○ verbal communication, which includes the difference in perspectives and communication
use of language, sounds, and tone of voice styles.
○ non-verbal communication, which includes ● Anyone might experience one or all of these
body language and facial expressions barriers at any given circumstance, and that
such barriers exist has to be recognized so that
○ written communication, such as through anyone who is trying to communicate can adjust
journals, emails, blogs, and text messages and apply the proper tools and strategies to
remove those barriers that prevent the message
○ visual communication, which involves from getting across.
signs, symbols, pictures, graphics, and
emojis
Principles of Effective
● Effective communication is dependent on how Communication
rich those ideas are, and how much of those
● Effective communication requires a certain level
ideas are retained in the process.
of connection between and among people,
allowing a series of exchanges of thoughts and
● In order to be an effective communicator, a
emotions, eventually leading to mutual
number of skills have to be utilized.
understanding.
● Which skill one chooses greatly varies and is
● In order for that to happen, the following
dictated by the situation, the content or the
principles must be observed.
actual information a person needs or wants to
convey, and the intended recipient of that
Clarity
information.
● This pertains to both the message and the
purpose why the message has to be sent.
Audience Analysis
● The message should be clear by using
● A key element in effective communication is appropriate language and communication
audience analysis. channels, but equally important is that the
reason for sending and receiving the message
must be understood by both sender and
receiver.
Conciseness Communication and Globalization
● The message should be as brief as may be ● Motive Question: The world has shrunk into a
required depending on one’s purpose, especially global village, but have we become more of
in most modern contexts in the business and ‘neighbors’ or more of strangers to each other?
academic fields where time is of the essence.
● The notion of the world being a global village
● It should be devoid of trivial details that would has been a hot topic ever since the idea was
hinder communication. brought up, especially in light of the rapid
advances in technology and digitization.
Completeness
● Globalization has been regarded as the key to
● Despite its conciseness, the message should still
the worldwide integration of humanity, where
be complete and accurate.
there is an increased economic, political and
cultural integration and interdependence of
● Whenever necessary, background information
diverse cultures.
should be given to provide better context; facts
and observations may also be helpful.
● In Southeast Asia, for example, the ASEAN
Organization Integration has been a buzzword among social
communities, opening a wide array of discussion
● Effective communication is usually planned in for future collaborations.
order to ensure the systematic flow of ideas and
transition from one point to another. ● For our part, we Filipinos have increased our
awareness and acceptance of the notion that we
● There are instances, however, when belong to a diverse, global community.
communication is impromptu, but this should not ● This is not confined to communication with
be an excuse for an organized presentation of people from other countries, but is inclusive of
ideas. communication within our own societies, even
with the minorities and the indigenous peoples.
Empathy ● It is therefore imperative that WE learn to
communicate effectively with people regardless
● The sender of the message should be sensitive of age, gender, race, ability, religion, sexual
to the needs and interests of the receiver. orientation, income, marital status, or ethnicity.
● In case of face-to-face communication, the ● Communication in the modern world must be
speaker must always be conscious of the anchored on the concept of diversity, since
reaction of the listener and adjust his/her effective communication and the ability to
communication strategy accordingly. understand cultural differences are skills that
have become requisites not only for a
meaningful social life but also for a successful
Flexibility professional career.
● Different people have different communication
● Even professionals from the countries that are
styles, and consequently, different expectations.
traditionally known for sticking to their native
tongue (e.g. Japan, Korea, Vietnam) have
● Effective communicators know how to adapt to
started to learn English, as the
the varying needs and expectations of their
internationally-recognized lingua franca, with the
audience, and modify the message or the way
concept that learning English does not make
the message is sent to avoid misunderstanding
them less Japanese, Koreans, or Viets.
or misinterpretation.
● 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 often lead to misinterpretation and unnecessary
professionals who are multiculturalists – those tension between people.
who are engaged with and respectful of people
with different cultures. ● These are just some of the instances when
miscommunication and misunderstanding
● These are not necessarily people from other can happen as a result of cultural ignorance and
countries all the time, since a country may have insensitivity in the global environment.
varying sub-cultures among its general society.
● In order to develop more meaningful
● In the Philippines, for example, there is no relationships and establish productive interaction
argument that people from Southern Tagalog with people having different cultures, everyone
have a different culture from the Bicolanos, and should recognize and respond to such
those from Zamboanga have different norms and differences and nuances.
beliefs from the Ilocanos.
● In addition, people have to be mindful that not
everyone from the same culture exhibits the
Intercultural Communication & same characteristics and habits in
Globalization Notes communication, so sensitivity is key to any
successful communicative situation.
● The greater the number of statements that are
honestly true to you, the more prepared you are ● In communicating in a highly global environment,
to welcome the opportunity of communicating the challenge that faces everyone is to learn to
and interacting with people from different understand, accept, and address cultural – and
cultures. communication – differences.
● This is a very important aspect in one’s personal
life or professional careers, since avoiding Ethics in Communication
intercultural communication is virtually inevitable
in any organization. ● Effective communication is ethical
communication.
● This is especially true in business
organizations, when products can go global ● Communication is ethical only when it is
and the manner by which any product is genuine, open, cooperative and sensitive to
communicated to the global market can make or one’s cultural and social beliefs and practices.
break the brand.
● If there is an intent to conceal the truth, or bring
● Undoubtedly, globalization has affected the way damage to any organization, group or individual
people and companies communicate with each person, communication is considered
other. unethical.
● In some cases, cultural differences have ● Even in situations when there is no intent to
accentuated cultural insensitivity, which is most harm, but damage to a certain group is inevitable
felt in the business world. because of the message or the channel used to
relay the message, it is still considered
● Since everyone is a consumer of particular unethical.
business products, it is important to know the
issues, etiquette, protocol, communication styles
and negotiation approaches of people from
How Past Experience and Prejudice
different cultures using the business Affect Communication
experience as an example.
● Most people bring their past experiences into a
● Here are some instances when lack of cultural or communication situation.
linguistic sensitivity in global communication ● Sometimes, they pitch in existing information
severely affected companies or products. because they learned in the past that adding
information makes the communication more
● All of these examples are predominantly successful.
business-related, where companies failed to
regard cultural differences in packaging and ● There are times when they do not contribute
communicating their product to the global anything because of a possible past experience
market. when their inputs were not considered or valued.
● However, the cost of cultural insensitivity in ● In any case, people enter into a communicative
global communication can be felt in everyday situation with certain expectations, and they
communication, as cultural misunderstandings
behave or react accordingly. ● Prejudices happen when people isolate an
experience with one “type” of person or one
● Past experiences inevitably affect people’s group of people, then behave as if all encounters
communication styles in the future. with people of the same “type”, or at least with
the same characteristics, will lead to the same
● When their audience responded positively to experience.
their message, chances of them repeating the
same style are relatively high. ● This eliminates a people’s personal identity and
individuality.
● However, when they are turned down or given
negative feedback, this will definitely influence ● There can be prejudice as regards to age,
how they deliver the message next time. gender orientation, religious belief, race,
social-economic status, and physical conditions.
Past Experience Effect to Communication ● Effective communicators view people as
separate from any preconceived notions others
● Your parents reacted negatively when you may have about them.
opened up about your interest in a certain craft.
● They see the value of the individual as a person
You hesitate to discuss the topic with them of worth, and thus will respect that individuality.
despite your rich potential in that craft.
● Your colleague has forgotten some very Showing Commitment and Genuine
important information many times in the past.
Interest
You give him/her reminders every now and then ● A key component of ethical communication is
to avoid messing up again. showing commitment in the communicative
situation.
● A subordinate in a group that you lead disagreed
twice in your suggestions. ● Being committed means giving sufficient time
and resources to any discussion or conversation,
You don’t ask for your subordinate’s opinion and being open about any issue that may arise.
anymore, even if he might agree with you this
time. ● Commitment also involves volunteering
important information, even if it puts a person’s
● Your professor ignored your inputs last session. own short-term interests at risk, as long as it is
for the benefit of the majority, especially in the
You don’t provide inputs in class anymore. long run.
● Your teammates reacted positively to your ● Encouraging a communicative environment of
strategy. trust can go a long way in promoting ethical
communication in any academic or business
You use the same strategy in a similar situation. setting.
Prejudice
“Naval Language” or The Belly
● When people take their past experiences and Button Psyche
make certain assumptions that the same
experience will happen with the same people, ● It is clear that the two major elements affecting
given the same context. ethical communication are the use of words or
language, and one’s behavior or body language.
● Prejudices may be attributed to culture or
personal preferences. ● The second element – body language – may be
enhanced through the ‘Belly Button Psyche’, or
● Not all prejudices have a negative the belly button rule, which is believed to
characteristic, as a person might consider all communicate true interest while engaging in
members of a group to be smart even without face-to-face communication.
meeting them individually.
● The origin of this “rule” dates back to the 1930s
● It must be noted, however, that effective and since then, numerous scientists and body
communicators should avoid prejudice because language experts have honed the theory.
it influences the communication process even
before it begins. ● Most notably, Dr. Albert Mehrabian, professor
of Psychology at UCLA said that the belly button
rule is the most important indicator of reading a ‘hourglass’ body.
person’s intention.
● Ethical communication requires people to
● Simply put, the belly button rule means the respect socio-cultural beliefs and practices of
direction of a person’s navel reflects his/her true others, while at the same time avoiding all kinds
interest. of stereotypes.
Explanation of the Rule
● 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.
● Although we do this without thinking, the fact is
that we can consider this rule when we are
having conversations with people who are
special to us.
● 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.
● This shows you are focused on talking to them,
and even though they may not be aware, the
listener will at least begin by being focused on
you, as their body language and attention is
directed toward you.
● When we work to put our focus on listening and
valuing what the other person has to say, then
secondly getting our message across, we can
take big steps in a short amount of time at
building better communication.
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.
● Globalization also entails changing the way
people communicate to others, especially those
with different norms, cultures and belief
systems.
● This involves all types of communication,
whether face-to-face, chatting via email, or using
various forms of mass media, such as the two
ads shown on pages 16 and 17.
● It is hoped that in the previous activity with the
advertisements, you were able to identify how
both ads put women in a bad light, in a state
where they are objectified – that they are
beautiful only when they have fair skin or an
