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MODULE 1: COMMUNICATION PROCESSES, PRINCIPLES, AND ETHICS
TARGET LEARNING OUTCOMES
1. Explain the nature and process of communication.
2. Identify the importance of communication in all aspects of life.
3. Apply the Principles of communication.
4. Ascertain the ethical and unethical in communication.
5. Generate innovative practices and solutions guided by ethical standards.
INTRODUCATION
Communication is the blood-line of the society. There would be no society if there is no
communication. Even in the animal kingdom, communication is very vital to their survival. In almost
all endeavors, communication plays an important role. It is also basic to success in whatever field of
interest a person is into. In business, it is through proper communication that deals are closed and
partnerships are established. The ability to express ideas, organize thoughts and deliver them, persuade,
influence and empower audiences in levels of awareness, knowledge, attitude, and practice are all
factors in a successful career.
DISCUSSION
All things being equal, a person who can effectively communicate usually has an edge. A sales
manager, through the use of persuasive language, has to convince his sales force to perform beyond
their quota and avail of the different promo offers of the company. A medical practitioner has to explain
in clear language what’s wrong with a patient, what medicines to take, and what precautions to observe
in order to get well. A lawyer has to explain clearly in court his client’s innocence and demand damages
from the opposing party. A teacher, the molder of minds, has to speak clearly to impart knowledge,
inculcate values and direct the students so they become worthy citizens of the country. Diplomats from
warring countries meet in quiet assembly halls to discuss the fate of their countries and how to best
achieve peace throughout the world. Communication is indeed very important.
There are four communication skills – listening, reading, speaking, and writing. But now,
because of modern technology, viewing, and presenting are added. Listening, reading, and viewing are
considered the passive parts which fall under the input category in communication. In the academe, the
students are the recipients who just accept and are required to comprehend the message. Speaking,
writing, and presenting are considered as the active parts which are the output category in
communication; the students produce the message or idea and are communicated through these.
Listening, reading, and viewing are skill-enhancers, while speaking, writing, and presenting are used to
measure students’ skills in communication.
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Communication Defines
But what is communication? Communication is a process by which we assign and convey
meaning in an attempt to create shared understanding. This process requires a vast repertoire of skills in
intrapersonal and interpersonal processing, listening, observing, speaking, questioning, analyzing, and
evaluating. The use of these processes is developmental and considered very useful in all areas of life:
home, school, community, work, and business. It is through communication that collaboration and
cooperation occur.
Communication is a process of information transmission governed by three levels of semiotic
rules (study of signs and symbols and their use of interpretation):
1. Syntactic (formal properties of signs and symbols). This is composed of rules that
govern how words are combined to form phrases and sentences. This is equivalent to grammar.
2. Pragmatic (concerned with the relations between signs/expressions and their users). It is
the study of language as it is used in a social context, including its effect on those who participate in
conversation. Example of this is how people express themselves as to what they mean etc. which can
be deduced on their gestures, pitch, and intonation.
3. Semantic (study of relationships between signs and symbols and what they represent). It
is the study of meaning. It focuses on the relation between signifiers, such as words, phrases, signs, and
symbols, and the signified which is what they stand for, their denotation (direct meaning of the word).
These three levels are manifested in communication. Whenever a person communicates, he
must speak and write with correct grammar (syntactic); then, he should use correct diction or
vocabulary (semantic); and in oral communication, he should make proper expressions and gestures in
proper situation for appropriate interpretations of what he means to say (pragmatic).
CLASS ACTIVITY
1. Answer the following questions.
a. What are the different ways to communicate?
b. What would happen if there is no communication? Cite some examples.
2. Fill up the following page by writing the importance of communication to the following: a.
Business
b. Education
c. Medicine
d. Government
e. Family
3. Discuss the meaning of the word “beautiful” in three different contexts: a. Art
b. Morality
c. Romance
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Name: __________________________ Date:____________
Year/Section: _____________
Write the importance of communication to the following:
1. Business
___________________________________________________________________________________
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2. Education
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3. Medicine
___________________________________________________________________________________
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4. Government
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
_____________________________________________________
5. Family
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
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___________________________________________________________________________________
___________________________________________________________________________________
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The Process of Communication
Communication is social interaction where at least two interacting agents share a common set of
signs and a common set of semiotic rules.
CONTENT CONTENT
Computer COMPUTER
decodifying
codifying FORM
sender receiver
Figure 1.1 Communication Process
In Figure 1.1, both students have common things in mind about the computer. The speaker will encode
her idea into a spoken language and transmit it to the listener who will decode it. Once the idea is
understood by the receiver appropriately, there is communication.
The communication process is the guide toward realizing effective communication. It is through
the communication process that the sharing of a common meaning between the sender and the receiver
takes place. Individuals that follow the communication process will have the opportunity to become
more productive in every aspect of their profession. Effective communication leads to understanding.
The communication process is made up of four key components:
1. Sender – the speaker, writer or source of the message.
2. Message – the idea or concept being sent to the receiver.
3. Receiver – the listener or reader.
4. Feedback – the reply, response, or reaction of the receiver.
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However, there are other essential parts in the communication process that need to be
considered:
1. Encoding – the translating of the idea or concept into a recognizable code such as spoken or
written language, including acceptable signs and symbols.
2. Decoding– the interpretation of the receiver on the received code or categorical message.
3. Channel – the medium used in transmitting the message such as spoken, written, or other means
like telephone, text, etc.
The communication process is a cycle which begins with the sender, passes through the
receiver, and goes back to the sender. See Figure 1.2 next page.
The sender is an individual, group, or organization who initiates the communication. This
source is initially responsible for the success of the message. The sender's experiences, attitudes,
knowledge, skills, perceptions, and culture influence the message. The written words, spoken words,
and nonverbal language selected are paramount in ensuring the receivers’ interpretation of the message
as intended by the sender. All communication begins with the sender.
MESSAGE
ENCODE CHANNEL DECODE
COMMUNICATION
SENDER RECEIVER
ENCODE
DECODE
FEEDBACK
CHANNEL
Figure 1.2 Cycle of Communication Process
The first step is that the sender encodes his idea or concept in the process. In order to convey
meaning, the sender must begin encoding, which means translating information into a message in the
form of symbols that represent ideas or concepts. This process translates the ideas or concepts into the
coded message that will be communicated. The symbols can take on numerous forms such as,
languages, words, gestures and signs. These symbols are used to encode ideas into messages that others
can understand.
When encoding a message, the sender has to begin by deciding what he/she wants to transmit.
This decision by the sender is based on what he/she believes about the receiver’s knowledge and
assumptions, along with what additional information he/she wants the receiver to have. It is important
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for the sender to use symbols that are familiar to the intended receiver. A good way for the sender to
improve encoding their message, is to mentally visualize the communication from the receiver's point
of view.
To begin transmitting the message, the sender uses some kind of channel (also called a
medium). The channel is the means used to convey the message. Most channels are either oral or
written, but currently visual channels are becoming more common as technology expands. Common
channels include the telephone and a variety of written forms such as memos, letters, and reports. The
effectiveness of the various channels varies depending on the characteristics of the communication. For
example, when immediate feedback is necessary, oral communication channels are more effective
because any uncertainty can be cleared up on the spot. In a situation where the message must be
delivered to more than a small group of people, written channels are often more effective. Although in
many cases, both oral and written channels should be used because one supplements the other.
After the appropriate channel or channels are selected, the message enters the decoding stage of
the communication process. Decoding is conducted by the receiver. Once the message is received and
examined, the stimulus is sent to the brain for interpreting, in order to assign some type of meaning to
it. It is this processing stage that constitutes decoding. The receiver begins to interpret the symbols sent
by the sender, translating the message to their own set of experiences in order to make the symbols
meaningful. Successful communication takes place when the receiver correctly interprets the sender's
message.
The receiver is the individual or individuals to whom the message is directed. The extent to
which this person comprehends the message will depend on a number of factors, which include the how
much the individual or individuals know about the topic, their receptivity to the message, and the
relationship and trust that exists between sender and receiver. All interpretations by the receiver are
influenced by their experiences, attitudes, knowledge, skills, perceptions, and culture. It is similar to the
sender's relationship with encoding.
Feedback is the final link in the chain of the communication process. After receiving a message,
the receiver responds in some way and signals that response to the sender. The signal may take the form
of a spoken comment, a long sigh, a written message, a smile, or some other action. Even a lack of
response, is in a sense, a form of response. Without feedback, the sender cannot confirm that the
receiver has interpreted the message correctly.
Feedback is a key component in the communication process because it allows the sender to
evaluate the effectiveness of the message. Feedback ultimately provides an opportunity for the sender
to take corrective action to clarify a misunderstood message. Feedback plays an important role by
indicating significant communication barriers: differences in background, different interpretations of
words, and differing emotional reactions.
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CLASS ACTIVITY
ASSESTMENT/EVALUATION
Name:______________________________ Date: _____________
Year/Section: ____________________ Score: ___________
Communication Process
A. Identify what is being asked on each sentences. Write your answers on the space provided before
each number.
___________ 1. It is the study of relationships between signs and symbols and what they
represent.
___________2. It is concerned with the relations between signs/expressions and their users.
__________ 3. It is equivalent to grammar.
__________ 4. It is the process by which we assign and convey meaning in an attempt to create a
shared understanding.
__________ 5. It is a social interaction where at least two interacting agents share a
common set of signs and common set of semiotic rules.
__________ 6. It is an individual, group, or organization who initiates the communication.
__________7. It is the individual or individuals to whom the message is directed.
__________ 8. It is the process of translating into a message in the form of symbols that
represent ideas or concepts.
_________ 9. It is also called medium by which the message is sent.
_________10. It is the process done by the receiver in interpreting the symbols or concept sent by
the sender
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II Fill in the diagram to complete the cycle of communication process.
Communication Process
2.
6.
5. 7.
1. 3.
8.
10.
4.
9.
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Principle of Communication
Interpersonal communication is the foundation of human interaction and understanding. It has
many facets in life, whether one is speaking informally to a colleague, addressing a conference or
meeting, writing a newsletter article or formal report, the following basic principles apply:
• Know your audience.
• Know the occasion.
• Determine your purpose.
• Select your topic.
• Anticipate objections.
• Present a rounded picture.
• Develop a practical, useful way to get feedback.
• Use multiple communication techniques.
Know Your Audience.
Know the socio-demographic characteristics of your audience which includes their age, sex,
race, family status, economic status, educational status, community, occupation, religion, and political
orientation if you want to hold their attention. A person is usually interested only in topics which fit his
or her personal background.
Know the occasion.
Find out specific details about the occasion whether it is formal or informal; small group or
large group; familiar or culturally unique and different people, etc. This would help you determine your
purpose and project the picture of how you should communicate.
Determine your purpose.
You also have to determine the purpose of your communication whether to entertain, to inform,
to convince or to persuade. And in order to achieve such purpose, plan the manner and technique as to
how you should convey your idea.
Select your topic.
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It is best that you convey something that relates to your own experiences, your own interest and
convictions. There is nothing like talking about something that you are eager to share with others, or on
anything that you feel strongly about. However, since you will talk not to yourself but to other people,
you should also consider their own needs, interests, and background.
Whether or not the subject is your own choice, your topic must be interesting, suitable,
appropriate to the occasion, and limited to the time allotted for your message. Interesting topics are
usually those that are timely, related to practical living, and controversial.
Anticipate objections.
Expect some possible reactions from the audience. They might ask questions, clarifications,
disagreement, or sometimes they would just show off that they know more. Be ready to respond to
whatever reaction they may raise.
Present a rounded picture.
Try to convey your ideas in the simplest but most complete picture. Giving examples and illustrations,
comparing and contrasting, defining and describing would help.
Develop a practical, useful way to get feedback.
Feedback completes the communication process. It is also useful to evaluate whether the delivery of
message was effective or not. Devise ways to get feedback either by a question and answer portion,
soliciting suggestions or any other technique that would encourage the audience to react.
Use multiple communication techniques.
In presenting ideas, we are not limited to oral delivery or writing. We can use symbols, gestures, body
language, and even multi-media tools like projector and slides to show graphs, tables, pictures, and
diagrams.
CLASS ACTIVITY
1. Observe speakers and listen to their speeches in your school, church, community, and any
kind of gatherings. You may watch it in You-tube. Write your observation based on the following
questions.
a. What is the occasion behind the gathering?
b. What type of people comprised the audience?
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c. What is the name of the speaker, his profession, his office or position.
d. What was the topic or message of his speech?
e. How did the speaker deliver his ideas?
f. Was he able to summarize his ideas?
g. How did the audience respond?
h. How long did he deliver his or her speech?
i. Were the listeners attentive or not?
j. What was the purpose of the speaker? Was it to inform, entertain or to persuade? Justify your
answer.
k. What are the techniques he or she used in conveying his or her message?
Communication Ethics
Ethics is the set of moral principles essential in dealing with other people. Ethics determine
what is acceptable or unacceptable in our communication dealings. In communicating, we also
consider timing, context, culture and the characteristics of our audience or receiver. It is the notion that
an individual's or group's behavior are governed by their morals which in turn affects communication.
Generally speaking, communication ethics deal with the moral good present in any form of
human communication. This includes interpersonal communication, mass mediated communication,
and digital communication. Fundamentals of ethical communication are responsible thinking,
development of relationships and communities by the right context, considering cultures of the
audience, and right channels and media.
Although we have the freedom of expression, may it not be a license to hurt other feelings and
belief. One should respect others’ culture, beliefs, and traditions. It should avoid derogatory and
offensive language belittling others, particularly on the basis of race, ethnicity, gender and sexual
orientation. In expressing personal convictions in pursuit of fairness and justice, or in advocating and
sharing information, opinions, and feelings, one should also respect the privacy and confidentiality of
others. Principles of ethical communication promote access to communication resources and
opportunities as necessary to fulfill human potential and contribute to the well-being of families,
communities, and society. It promotes communication climates of caring and mutual understanding that
respect the unique needs and characteristics of individuals. It condemns communication that degrades
individuals and humanity through distortion, intimidation, coercion, violence, and even improper
expression of intolerance and hatred.
CLASS ACTIVITY
1. Look for an article that discusses about race, religion, or culture. Study whether it contains
biased views about the topic. Discuss how the writer presents his/her ideas on the subject and
answer the following questions.
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a. Does he/she condemn others?
b. Is he/she prejudiced to other’s beliefs, race, or culture?
c. Does he/she have a balanced view?
d. What words, phrases or statements in his/her articles may be considered ethical or
unethical?
e. Do you agree with the author? Why?
2. Write a short essay with around three to five paragraphs on the following topics. Choose one
. a. The present war on drugs.
b. The proposal to change the constitution
c. The action of the government on traffic situations
d. The issue on MRT troubles
e. The Mamasapano incident
NOTE: Read this module and follow this:
1. Answer the given questions in each lesson
2. In answering the question, indicate the lesson topic and write the questions before answering.
3. Use yellow pad
4. Submission of all activities will be on February 20,2026
PRELIM EXAM:
In a 3–5 minute video, explain the Communication Process by presenting a real-life situation (at home,
school, community, or online). Identify and clearly explain the following elements in your example:
sender, message, channel, receiver, encoding, decoding, and feedback. Conclude your video by
explaining whether the communication was effective or not and why.
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SUGGESTED READINGS AND REFERENCES:
• Albrow, Martin and Elizabeth King (eds.) (1990). Globalization, knowledge and society.
London: Sage.
• Edwards, Paul N. School of Information and Dept. of History. University of Michigan.
[Link]
• Giddens, Anthony. (1991). The consequences of modernity. Cambridge: Polity Press.
• Taron, E., Communication strategies, foreigner talk and repair in interlanguage, 1980.
• Tendero, E.V., [Link], (2014). Developing effective speech and oral communication skills.
Malabon City: Mutya Publishing House Inc.
• Communication process, by Nick Sanchez. Retrieved December 2, 2017 from
[Link]
• Effective communication - improving your social skills. Retrieved December 18, 2017 from
[Link] help/effective-communication-improving-your-
socialskills
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