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Chapter 1

Communication: Types and Levels of

Communication, Processes, Principles and
Ethics
LEARNING OBJECTIVES: At the end of the chapter, you should be able to:

1. Identify the types of communication in relation to mode, context, purpose, and style.
2. Explain the various communication models.
3. Discuss the value of communication in enhancing one’s personal and professional
relationships
4. Recognize the importance of a code in ethics in communication

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Imagine the world without communicating with each other.

What could happen? Write your thoughts on the most extreme
situation that can happen.

Engage

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Explore

What is communication?

Communication is the transmission of information and understanding from one

person or group to another. The goal is to get a set of information and the
understanding of that information from one person or group to another person or
group. The critical factor in measuring the effectiveness of communication is
common understanding. Understanding exists when both parties involved in the
communication have a mutual agreement as to not only the information but also the
meaning of the information.
Communicating with others is the heart of every activity and of the very process of
living.
Communication is the thread that ties the actions of the individual or organization
to its desired objectives.
Communication as a process enables one to share his ideas with others.
The means of communication are usually spoken or written words, pictures or
symbols but we also give information through body language, gestures, and looks,
facial expressions.

Task 1: What are examples of messages that can be communicated thru the following
medium of communication?

Spoken Word
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Communication maybe classified according to: communication mode, context, and

purpose and style.

TOPIC 1: Types of Communication

Explain

A. Types according to Mode

1. verbal and non-verbal
2. Visual communication uses signs, symbols, imagery, maps, graphs, charts,
diagrams to convey information. Visuals have greater success in catching attention. Thus,
graphic elements in presentations such as color, size, shape, number of words, design in must
be considered with care.

Communication mode refers to the channel through which one uses to express his
intent.
Face-to-face
Video (Skype, Facebook messenger, Viber, WhatsApp, Apple FaceTime)
Audio (Telephone, voice message, voice mail)
Text-based ( e-mail, facsimile, text messaging,, social networking sites
such as network sites such as Facebook, Twitter, and Instagram)

B. Types according to Context

1. Intrapersonal Communication means talking to oneself. Some label it as self or

inner talk, inner monologue or inner dialogue. Psychologists call it with other names as self-
verbalization or self-statement.

2. Interpersonal Communication is an interactive exchange between or among

interlocutors. It is meant to establish or deepen one’s relationship with others. However, if the
objective is to achieve something at the end of the conversation, it becomes transactional.

3. Extended Communication involves the use of electronic media to include tele, audio
and phone conferencing; video conferencing; Skype calls; and other technological means.

4. Organizational Communication focuses on the role that communication plays in

organizational context. For an organization to be successful, a system of communication
should be put in place. A set of rule or standards for communication protocol should be clear
so that interaction patterns are established. On the part of the individual, he/she should be
equipped with the needed oral and written communication skills that the organization expects
him/her to possess.
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Identify the type of communication (according to context) that

happens in the following:

1. Meditation
2. Friends chatting during breaks
3. Haggling with an online seller
4. Asking for a leave from work
5. Brainstorming during group work

Two Types of Organizational Structure

1. Formal structure allows communication to take place via designated channels of

message flow between positions in the organization using use of four approaches.

a. Downward/top-down communication flows from upper to lower position.

b. Upward/bottom up communication takes place where subordinates send

communication to their bosses.

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c. Horizontal communication is lateral in approach as it takes place among

people belonging to the same level but coming from different departments
to facilitate performance of tasks through proper coordination.

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communication/

d. Crosswise communication approach is diagonal in nature as employees from

different units or departments working at various level communicate with each other.

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2. Informal structure comes from unofficial channels of message flow.

5. Intercultural communication refers to the interaction between or among people having

different linguistic, religious, ethnic, social and professional backgrounds. Interpretations
of cultures must be appropriate.
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C. Type according to Purpose and Style

1. Formal communication employs formal language delivered orally or in written

form. Lectures, speech, research and project proposals, reports and business letters,
among others are all considered formal situations and writings.

2. Informal Communication does not employ formal language. It involves personal

and ordinary conversations with friends, family members and acquaintances. The
purpose is to socialize and to enhance relationships.

TOPIC 2: The Communication Process

Explain

Communication has certain elements and follows a process. In the diagram, notice that
the sender encodes a message that the receiver decodes. If the message is well received, the
receiver in turn sends a feedback or a response. In some situations, there are barriers or
disturbances that disrupt communication.

To make you an effective verbal communicator, you should be a communicator who:

• Clarifies
• Listens
• Encourages empathically
• Acknowledges
• Restates/repeats

To make you an effective nonverbal communicator, you should be a communicator who:

• Relaxes
• Opens up
• Leans toward the other person
• Establishes eye contact
• Shows appropriate facial expressions
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Barrier
SENDER
Barrier RECEIVER
(encodes)
(decodes)

Feedback/Response

Effective communication requires the message to be:

• Clear and concise
• Accurate
• Relevant to the needs of the receiver
• Timely
• Meaningful
• Applicable to the situation

Effective communication requires the sender to:

• Know the subject well
• Be interested in the subject
• Know the audience members and establish a rapport with them
• Speak at the level of the receiver
• Choose an appropriate communication channel

The channel should be:

• Appropriate
• Affordable
• Appealing

The receiver should:

• Be aware, interested, and willing to accept the message
• Listen attentively
• Understand the value of the message
• Provide feedback
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Communication Models

1. Aristotle’s Model

2. Laswell’s Model

3. Shannon-Weaver’s Model
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4. David Berlo’s Model

Elaborate

We meet different people in different situations. The context, the mode and the type
differ in every situation. Also, there may be barriers in communication that can disrupt the
success of communication.

Barriers to communication
Language
Values and beliefs
Sex/gender and age
Economic status
Educational level
Physical barriers
Attitude
Timing
Understanding of message
Trust

Think of some situations that you have had a successful

and unsuccessful communication with someone. How did
you make it successful? How did you overcome the barriers?
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Task 2: If you were to make your own communication model, how will it be different
from the four communication models discussed? Make an illustration of your communication
model.
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Evaluate

TASK 3: There are some communication situation that require us to strategize how we
respond. Read the situation below and respond to the questions.

A. Tom, a first-year college student, is called upon by the teacher to read a poem aloud. “Do
we really have to take this up now?” says Tom. “It’s boring!” shout some other friends
and classmates. Others giggle. But one shouts, “But I like it!” The rest are silent, awaiting
the teacher’s reaction.

Now, respond to the following statement/questions.

1. Write down at least 3 different responses the teacher might do to handle the situation.
2. What might be the effects of each of them?
3. What would your own response be? Why?
4. Is there any kind of response you would wish to avoid? Why?
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TOPIC 3: Functions of Communication

Explain

In every communication situation, there is always a purpose. For example, teachers

speak to students to impart knowledge, motivational speakers upload their speeches to inspire
their viewers and politicians lay down their platforms to encourage people to vote for them.
The following are some of the functions of communication:

1. Informative Function
We want to inform other people of what we know – facts, information, and knowledge. In
school, most of our speaking activities are directed to get and give information to develop or
improve our knowledge and skills.

2. Instructive Function
Many times, older people who hold important information, and those in higher rank
communicate to instruct people on what to do, when and where to do them, and on why and
how to do them.

3. Persuasive Function
You may find yourself wanting to influence the opinion of others to believe and accept your
stand or claim on an issue or problem; so, you think of strategies on how to persuade them to
change their perspectives or opinion.

4. Motivation Function
We communicate to entice and direct people to act and reach their objectives or goals in life.
In the process, we use positive language to make them realize that their actions lead them to
something beneficial for their being.

5. Aesthetic Function
We use communication for pleasure and enjoyment.

6. Therapeutic Function or Emotional Expression

Communication is curative and serves to maintain good health.
Sometimes, talking to a person does not mean asking for his help; we talk to another person
merely to vent our feelings. After we talk, we find ourselves in a much better condition.

7. Regulation or Control
People use communication to maintain control over other people’s attitude and behavior.
Your parents use it to guide, inspire, or reprimand you when you seem to lose control over
your schedule, studies, and relationships, among others.
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8. Social Interaction
Communication helps us start, maintain, regulate, or even end relationships with other people.
We usually establish a positive climate at home, in school, and in the workplace by greeting
the people around us and by exchanging pleasantries with them.

Elaborate

What examples can you give for each of the functions?

TOPIC 4: Levels of Communication

Explain

1. Cliché Communication uses conventional messages to establish rapport, to break the

ice, and/or to end a conversation. Clichés are overused expressions that have lost their
original (content) meanings and have taken on new relational meanings. We expect
cliché communication at the beginning and end of every conversation, regardless of
our feelings about a person.

2. Factual communication uses events, makes observations, and offers knowledge to

others in a manner which can be called chit chat or small talk. Factual communication
includes reporting what you’ve read in a textbook, what you’ve studied for a test,
showing pictures of your children, and exchanging biographical information about
yourself. Factual communication is relatively safe and most do this well.

3. Evaluative communication offers opinions, ideas and judgments to others. This is

risky business because the odds are that others will reciprocate with their own
evaluations, which may be different from yours. When people consistently use
evaluative communication, they must be prepared for eventual conflict. It’s important
to consider the value of critical and creative thinking, as well as the relational meanings
of messages that are exchanged. When using evaluative communication, consider
carefully the importance of descriptive, provisional, and responsible expressions. Strive
to avoid cautionary language, sarcasm, and nonverbal put-downs (e.g., rolling your
eyes in response to another’s comments).
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4. Gut-level communication involves sharing our emotions and feelings with others. We
are sharing our very essence when we allow others to know our heart.

5. Peak communication is the highest level of communication. This is also called

"communal-level communication." Peak communication is rare, even among close
friends and family members.

TOPIC 5: General Principles of Effective Communication

Explain

1. Know your purpose in communicating.

2. Know your audience.
3. Know your topic.
4. Adjust your speech or writing to the context of the situation.
5. Work on the feedback given you.

Principles of Effective Oral Communication

1. Be clear with your purpose.
2. Be complete with the message
3. Be natural with your delivery.
4. Be specific and timely with your feedback.

Principles of Effective Written Communication: The 7Cs

1. Be clear.
2. Be concise.
3. Be concrete.
4. Be correct.
5. Be coherent.
6. Be complete.
7. Be courteous.
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Explain

Ethics of Communication
It is important to note that one’s behavior should be regulated by honesty, decency,
truthfulness, sincerity, and moral uprightness.
1. Establish an effective value system that will pave way for the development of
integrity as a person. One’s behaviour and decision-making style affect, in turn,
the operation of an organization.
2. Provide complete and accurate information. Data should always be contextualized
and correct.
3. Disclose vital information adequately and appropriately. Never conceal or hide
information for the purposes of transparency.

Ten Basics of Ethical Communication

Seek to “elicit the best” in communications and interactions with other group
members.
Listen when others speak.
Speak non-judgmentally.
Speak from your own experience and perspective, expressing your own thoughts,
needs, and feelings.
Seek to understand others (rather than to be “right” or “more ethical than thou”).
Avoid speaking for others, for example by characterizing what others have said
without checking your understanding, or by universalizing your opinions, beliefs,
values, and conclusions, assuming everyone shares them.
Manage your own personal boundaries: share only what you are comfortable sharing.
Respect the personal boundaries of others.
Avoid interrupting and side conversations.
Make sure that everyone has time to speak, that all members have relatively equal
“air time” if they want it.

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Evaluate

Task 4: As a responsible communicator, identify which are ethical to post on social media
and which are not. Explain your answer.

Chapter References:

Reference: Madrunio, M. & Martin. (2018). Purposive Communication. Quezon City: C& E
Publishing, Inc.