COMMUNICATION PRINCIPLES, PROCESSES, o Personal space or distance – this refers to an
ETHICS area of space and
AND GUIDELINES FOR EFFECTIVE distance that a person from a different culture,
COMMUNICATION personality,
age, sex and status adopts and puts for another
person.
COMMUNICATION PRINCIPLES
o Personal appearance - this refers how a person
Communication is a process of exchanging
presents
verbal and/or non- verbal
himself/herself to a particular situation, whether
information between two or more people who
formal or
can be either the speaker or
informal.
the receiver of messages.
Communication is used to meet the purpose of
a person. The purpose Visuals involve the use of image, graphs, charts
logos and maps.
could be to inform, to persuade, or to entertain.
Communication can be in the form of written,
verbal, non-verbal, and Communication can be intended or
unintended.
visuals.
Intended communication refers to planning
Written communication involves texts or words
what and how you
encoded and
communicate your ideas to other people who are
transmitted through memos, letters, reports, on-
older than you are
line chat, short
or who occupy a higher social or professional
message service or SMS, electronic mail or e-
position such as your
mail, journals and other
parents, teachers, and supervisors, among
written documents,
others.
Verbal communication involves an exchange of
Unintended communication, on the other
information through
hand, happens when you
face-to-face, audio and/or video call or
unintentionally send non-verbal messages to
conferencing, lectures,
people you are
meetings, radio and television.
communicating with or suddenly make negative
Non-verbal communication involves the use of remarks out of
the following to
frustration or anger.
convey or emphasize a message of information.
Communication is a complex process that
o Voice – this includes tone, speech rate, pitch, requires you to
pauses and
Know your audience,
volume.
Determine your purpose,
o Body language – this includes facial
Identify your topic,
expressions, gestures,
Expect objections,
postures, and eye contact.
Establish credibility with your target audience, Communication can be one way or two-way
process. Communication as one-way
Present information clearly and objectively, and
process is best illustrated in the model of
Develop a practical, useful way to seek
Shannon-Weaver (1949) as shown in
feedback.
Figure 1. In this model, the sender is active while
the receiver is passive during the communication
COMMUNICATION PROCESSES process.
The communication process involves elements
such as source, message,
encoding, channel, decoding, receiver,
feedback, context, and barrier.
Source – the speaker or sender of a message
Message – the message, information, or ideas
from the source of speaker
Encoding – the process of transferring the
On the other hand, communication as a two-way
message
process is exemplified by a transaction model as
Channel – the means to deliver a message shown in Figure 2. In this model, the messages,
such as face-to-face information, or ideas are sent and received at the
same time. Hence, the sender and the receiver
conversations, telephone calls, e-mails, and
become active during the process, and both
memos, among others.
serve as communicators.
Decoding – the process of interpreting an
encoded message
Receiver - the recipient of the message
Feedback – the reactions or responses of the
receiver to the message from
the sender
Context – the situation or environment in which
communication takes place COMMUNICATION ETHICS
Barriers – the factors which may affect the Effective communications observe ethics. This
communication process. means that they deal with
values, righteousness, and behavior appropriate
for human communication
Examples of barriers to communication:
particularly in a multicultural situation. Below
Culture
are some of the ethical
Individual differences
considerations.
Language use
Noise
Uphold integrity. Be truthful with your opinion
Past experiences and be accurate with your
Status judgment.
Respect diversity of perspective and privacy. through examples, experiences, or observations
Show compassion and when you deliver a
consideration with the beliefs, status, message.
affiliations, and privacy of others.
Be concise. There is always a sense to this
Observe freedom of expressions effectively. Be cliché, “keep it short and
careful of what and how
simple”. Avoid irrelevant or unnecessary details
you say yours words depending on the type of in your message and keep
people you are coming wit.
it concise.
Promote access to communication. Give
Provide specific information in your feedback.
others an opportunity to express what they feel
Give feedback that is timely,
and think about the message being
communicated. constructive and specific to the topic being
discussed.
Be open-minded. Accept that others have
different views or opinions, which may conflict Adjusts to the needs, interest, values, and
with yours. So, listen and process the views of beliefs of your audience. Every
other people, and learn how to reconcile their
person has different needs and comes from
opinions with your own.
different cultural backgrounds.
Develop your sense of accountability.
Your role as an effective communicator is to
Acknowledge responsibility for all
adjust to those needs, interest,
your actions, good or bad.
values, and beliefs of your audience. Essentially,
use language or vocabulary
GUIDELINES FOR EFFECTIVE COMMUNICATION which is appropriate to your audience. Avoid
technical terms and jargons
because they can be barriers to
Effective communication plays a crucial role in
communications.
your personal and professional
Observe communications ethics. Some ethical
success. Below are some guidelines for effective
practices in communication
communication.
have been mentioned. Observing ethics in a
communications process will
Be clear with your purpose. As a sender, you
help you build your credibility and make you
must have a specific purpose
more professional.
in mind. This can help you convey your message
Be your natural self and appear very confident.
effectively to your target
Have the right attitude and
audience or receivers in written, verbal, non-
happy discussion in life; control your emotions,
verbal, or visual form.
and think well before you
Support your message with facts. When you
speak.
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
Lessons/Contents 2 and 3 Consequently, the context of globalization
requires effective communication skills
COMMUNICATION AND GLOBALIZATION
from students and workers to cope with the
COMMUNICATION IN MULTICULTURAL
demands and challenges brought about by
CONTEXTS
this phenomenon. This includes communicating
effectively with people of different
As discussed in the previous chapter,
backgrounds, ages, cultures, genders, beliefs,
communication is essential for personal
orientations, preferences, and statuses. HOW
and professional effectiveness. Further, it helps TO COMMUNICATE EFFECTIVELY IN A GLOBAL
establish good relationships, creates a SOCIETY. 1. Express your ideas effectively in
verbal, non-verbal, and written forms in either
better working environment, strengthens
collaboration and cooperation, and unifies digital or non-digital environments or both. 2.
Use effective listening skills to evaluate
conflicting ideas. The term “globalization”, on the
arguments rationalize judgments and
other hand, is very complex to define because
improve job-effectiveness and work
different scholars and institutions view it
relationships. 3. Communicate with purpose to a
differently. Nonetheless, the basic concept of
variety of audiences. 4. Promote collaboration
globalization is the expansion and integration of and cooperation with others. 5. Understand the
the cultural, political, economic, and concept of diversity and promote respect. 6. Use
technology and social media responsibly. With
technological domains of countries. This reflects
the emergence of a global society, the academic
that the world is borderless, and the
and professional environment
countries are interconnected and
has become multicultural. That means you
interdependent. For example, the United States
coexist with people from diverse or different
of
cultural backgrounds, beliefs, religions, genders,
America (General Electric, Chevron, Starbucks,
nationalities, religions, and ethnicities. Your
and McDonald's), Japan (Toyota and
verbal communication is always accompanied
Honda), and the Philippines (Jollibee and Bench) by verbal cues such as
have local companies that have
gestures, facial expressions, and other body
expanded overseas and have become movements that add to what you are
transnational or multinational. With the advent
saying in different ways. For example, it is very
of globalization associated with advanced
normal for Americans to shake hands as
technologies and
a form of greeting but not for the Japanese who
systems across regions, the flow of information
bow when they greet each other. Another is
and communication has become
“nodding” to mean “yes” in some nationalities
smoother, faster, and easier. Plus, business like Indian and Latin Americans
transactions and partnerships among local
but in other countries like Syria, Turkey, and
and international institutions have become more Greece “nodding” means “no”. Indeed, when you
efficient. One best example is the use communicate in a multicultural context, you
of electronic mail (e-mail) such as Gmail and need to learn, acknowledge, and
Yahoo Mail, or social networking sites understand the various communication and
such as Facebook, Twitter, and Instagram. behavioral patterns present in other cultures
locally and globally.
THE DEVELOPMENTAL MODEL OF CULTURAL core skills include the following; Ability to
SENSITIVITY express understandable and culturally sensitive
thoughts, feelings, opinions, and expectations
Ability to engage and immerse in the local
According to Bennett and Bennett (2004), the
culture and language
developmental model of intercultural sensitivity
(DMIS) has six stages. Ability to establish shared meaning with the
local people to avoid stereotyping
and miscommunication
Ability to develop a language capacity such as
using local greetings and
opportunities to use the local language in other
contexts
Once you have understood these stages, you Ability to emphasize how the locals see the
may utilize a model that helps you world
(1) recognize different communication
behaviors, (2) take into account what can GENERAL GUIDELINES FOR COMMUNICATING
IN A MULTICULTURAL CONTEXT
influence these types of behaviors, and (3)
analyze differences between linguistic and Avoid asking inappropriate or personal
questions. Avoid stereotyping or generalizing
cultural communities.
certain groups. Keep an open mind and be
flexible. Avoid using jargon, clichés, highfalutin
INTERCULTURAL COMMUNICATION SKILLS terms, technical terms, acronyms, and
gender-biased language. Be sensitive, polite,
You apply your intercultural communication tactful, and respectful at all times, particularly in
skills when you interact, negotiate, or relation to
convey information in a multicultural setting. cultural practices, attitudes, and beliefs. Learn
Simply put, intercultural communication is and understand the value of
the sending and receiving of information, ideas, diversity. Develop intercultural communication
or messages across languages and skills. Eliminate gender-biased words or sexist
language, particularly in writing. Refer to
cultures. Vulpe, Kealey, Protheroe, and
Macdonald (2001) of the Centre for Intercultural the ways on how to avoid gender-biased
language listed in the succeeding
Learning released a publication entitled “Profile
of the Interculturally Effective Person,” which section. In case you do not get the message
provides the competencies of someone who conveyed by the person you are
works and communicates communicating with, request him/her to repeat
successfully in another culture. According to the message or simply it. Learn and observe
Vulpe et al. (2001), one of the major physical distance or space in dealing with other
people. In
some cultures, shaking hands and hugging may
competencies of an intercultural effective not be appropriate. Listen attentively when
person is intercultural communication, whose others are speaking
Observe patience in listening to other people’s Non-sexist: All employees must submit their
ideas which may not be the same proposal next week
as yours. Pay attention to your non-verbal c. Use either/or pronouns (he/she, his/her,
communication. Learn the non-verbal cues of his/hers). However, avoid putting men first all the
time. Sexist: Every applicant must fill out his
other cultures. Respect a person’s rights to
application form
confidentiality and privacy. Show
consideration. Speak gently and politely; never Non-sexist: Every applicant must fill out his/her
shout to be understood. Stay calm, cool, and application form
composed when you make a mistake or feel
d. Use second person pronoun (you, your) over
embarrassed
third person pronoun (he, she). Be
by others. Culturally, others do not mean to
careful not to change the meaning of the
embarrass you. Make positive interpretations of
statement. Sexist: The sales manager should
the actions and words of other people. When
prepare his marketing proposal for our new
you feel strange or uncomfortable about
something being communicated product. Non-sexist: You should prepare your
marketing proposal for our new product. e. Use
by other people, request them to clarify their
appropriate titles
meanings and intentions before you
Sexist: Dear Sir (Unknown address)
express your emotions and ideas. GENDER-
BIASED WORDS OR SEXIST LANGUAGE Non-Sexist: Dear Sir or Madame (Unknown
address)
Use words that are free from gender prejudice
and unfair assumptions. Words must not Non-Sexist: Attention: HR Manager
influence the audience in any particular or unfair
direction.
Note: Use Ms. If you have no idea if the female
addressee is single or married. Use Mrs.
(mistress) if you are sure that the female
addressee is married. Of course, you have to
use Miss for unmarried female addressee.
WAYS TO AVOID GENDER-BIASED LANGUAGE
a. Substitute gender-biased pronouns with
articles/determiners. Sexist: Every employee is
entitled to his 13
th month pay.
Non-sexist: Every employee is entitled to a 13th-
month pay
b. Use plural pronouns instead of singular
pronouns. Sexist: Each employee must submit
his proposal next week