COMMUNICATI
ON
PRINCIPLES,
PROCESSES, &
ETHICS
Lesson Overview
In this lesson, we will review the
nature of the communication process
and some important communication
models. You will also learn the
principles to be observed when
communicating to achieve an
effective and ethical communication.
2
1
COMMUNICATION
MODELS
Aristotle | Lasswell | Shannon-
Weaver | Berlo
3
communication models are
“ systematic representations of the
process which helps in
understanding how
communication works
- Businesstopia (2018)
4
COMMUNICATON MODELS
▰ Models show the communication process
metaphorically and in symbols.
▰ They form general perspectives on
communication by breaking
communication from complex to simple
and keep the components in order.
▰ Communication models can sometimes
encourage traditional thinking and
stereotyping but can also omit some
major aspects of human communication. 5
COMMUNICATON MODELS
▰ There are many conceptual models for
human communication but in this lesson,
you will be exposed to only four:
▰ (1) Aristotle’s model; (2) Laswell’s model;
(3) Shannon-Weaver’s model; and (4)
David Berlo’s model of communication.
6
Aristotle’s
Model of Communication
7
Aristotle’s Model
8
Aristotle’s Model
▰ This is considered as the ▰ Aristotle Model is mainly
first model of focused on speaker and
communication and was speech.
proposed before 300 B.C. ▰ It can be broadly divided
▰ It is also the most widely into 5 primary elements:
accepted among all Speaker, Speech,
communication models. Occasion, Audience and
Effect.
9
Aristotle’s Model
▰ The Aristotle’s ▰The role of the audience is
communication model is a passive, influenced by the
speaker centered model speech. This makes the
as the speaker has the communication process one
most important role in it way, from speaker to
and is the only one active.
receiver.
▰ It is the speaker’s role to
deliver a speech to the
audience.
10
▰The speaker must organize the speech
beforehand, according to the target audience and
situation (occasion). The speech must be prepared
so that the audience be persuaded or influenced
from the speech.
11
Lasswell’s
Model of Communication
12
Lasswell’s Model
13
Lasswell’s Model
▰Harold Dwight Lasswell, ▰ The whole process of
the American political communication begins with
scientist states that a the communicator (who)
convenient way to sending out a message
describe an act of (what) using a medium (in
communication is to which channel) for a
answer the following receiver (to whom)
questions: Who, Says experiencing an effect (with
What, In Which what effect) afterwards.
Channel, To whom, and 14
Lasswell’s Model
▰The process may be analysed
through the content sent, the
medium used, as well as the effect
on the recipient of the message.
15
▰ This model is similar to Aristotle’s in the
sense that both are linear and have the
same components, Lasswell’s also differs
in that there are 5 variables involved, with
the addition of two: medium and effect.
16
Shannon-
Weaver’s
Model of Communication
17
Shannon-Weaver’s Model
18
Shannon- Weaver’s Model
▰ In 1948, Shannon was an American mathematician,
Electronic engineer and Weaver was an American
scientist
▰Both of them joined together to write an article in
“Bell System Technical Journal” called “A Mathematical
Theory of Communication” and also called as
“Shannon-Weaver model of communication”.
19
Shannon- Weaver’s Model
▰ This model is specially designed to develop the
effective communication between sender and receiver.
▰Also, they find factors which affects the
communication process called “Noise”.
▰At first, the model was developed to improve the
Technical communication. Later it’s widely applied in
the field of Communication.
20
Shannon- Weaver’s Model
Concepts in Shannon Weaver Model
▰Sender (Information source) – Sender is the person who
makes the message, chooses the channel and sends the message.
▰Encoder (Transmitter) –Encoder is the sender who uses
machine, which converts message into signals or binary data. It
might also directly refer to the machine.
▰Channel –Channel is the medium used to send message.
21
Shannon- Weaver’s Model
▰Decoder (Receiver) – Decoder is the machine used to convert signals
or binary data into message or the receiver who translates the message
from signals.
▰Receiver (Destination) –Receiver is the person who gets the message
or the place where the message must reach. The receiver provides
feedback according to the message.
▰Noise –Noise is the physical disturbances like environment, people, etc.
which does not let the message get to the receiver as what is sent.
22
Berlo’s
Model of Communication
23
Berlo’s Model
24
Berlo’s Model
▰David K. Berlo, a communication theorist and
consultant developed a model named as S-M-C-R Model
of communication in 1960 in his book “The process of
communication”.
▰SMCR stands for sender of the message, sent
through a channel or medium to a receiver.
▰However, it was modified later on to include noise,
hence the acronym SMCRN.
25
Berlo’s Model
▰S –Sender - the source of the message or the person
who originates the message. The person or source
sends the message to the receiver. The following are
the factor related to sender and is also the same in the
case of receiver.
▰M-Message - the substance that is being sent by the
sender to the receiver. It might be in the form of voice,
audio, text, video or other media.
26
Berlo’s Model
▰C-Channel - the medium used to send the message. In mass
communication and other forms of communication, technical
machines might be used as a channel like telephone, internet, etc.
But in general communication, the five senses of a human being is
the channel for the communication flow and it affects the
effectiveness of the channel.
27
Berlo’s Model
▰R- Receiver - the person who gets the message sent in the
process. This model believes that the thinking pattern and all
other factors mentioned above must be in sync to that of the
sender for the communication to be effective. The message might
not have the same effect as intended if the receiver and sender are
not similar. The receiver must also have a very good listening skill.
Other factors are similar to that of the sender.
28
2
COMMUNICATION
PRINCIPLES
29
GENERAL
PRINCIPLES
OF
EFFECTIVE
COMMUNICA
TION
Both oral and written
30
1. KNOW YOUR PURPOSE
Are you
communicating
basically to inform, to
entertain, or to
persuade? While you
may have more than
one purpose, there is
still a more dominant
objective or reason
why you
31
communicate.
2. KNOW YOUR AUDIENCE
In both speaking and
writing , you should
know your audience as
it will dictate the
speaking or writing style
you are going to employ.
Consider the age,
educational background,
profession, culture and
other salient features of
your listeners or 32
3. KNOW YOUR TOPIC
Way before you speak,
make sure you
understand and know
what the topic it is that
you will be talking
about. You need to make
sure that you have a lot
of information
beforehand. 33
4. ADJUST YOUR SPEECH TO THE
CONTEXT
The environment in
which your speech or
writing is to be delivered
determines the kind of
language you will use.
34
5. WORK ON THE FEEDBACK GIVEN
TO YOU
Work on the comments
of the listeners/readers.
Take kindly to criticisms.
You should be prepared
when someone
disagrees and make
sure you have a suitable
response towards them.
35
PRINCIPLES
OF
EFFECTIVE
ORAL
COMMUNICA
TION
36
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
37
PRINCIPLES
OF
EFFECTIVE
WRITTEN
COMMUNICA
TION
The 7 C’s
38
THE 7 C’S
CLEAR CONCISE CONCRETE
• Make use of exact, • Eliminate • Use specific
appropriate and
concrete words.
wordy facts and
Expressions. figures.
• Construct effective
sentences and • Choose image
• Include only
paragraphs. building
relevant
words.
• Put a limit in the material.
length of a sentence. • Put action in
• Avoid your verbs.
• Insert no more than
one main idea in a
unnecessary
39
sentence. Repetition.
40
THE 7 C’S
CORRECT COHERENT
• Use the correct level of • Use transitional
language or cohesive
• Include only facts and devices so that the
figures ideas cohere with
one another.
• Maintain acceptable
writing mechanics • Arrange the words
correctly.
• There should be proper
grammar, punctuation, 41
spelling and
42
THE 7 C’S
COMPLETE COURTEOUS
• Provide all • Avoid any overtone/undertone or
necessary insinuation to eliminate
information. Use misinterpretation.
the five W and H
• Be sincerely tactful, thoughtful
questions; WHO?
and appreciative.
WHAT? WHEN?
WHERE? WHY? • Use expressions that show
HOW? respect.
• Choose nondiscriminatory 43
expressions.
3
COMMUNICATION
ETHICS
44
ETHICS
▰Rules of behavior based on ideas about what is
morally good and bad.
(Merriam-Webster Dictionary)
▰A set of moral principles that may be held by a
society, a group, or an individual
45
COMMUNICATION ETHICS
▰It emphasizes that morals influence the
behavior of an individual, group, or organization
thereby affecting their communication.
▰It is important to note that one's behavior
should be regulated by honesty, decency,
truthfulness, sincerity, and moral uprightness.
46
TO ACHIEVE ETHICAL
COMMUNICATION:
1. Uphold integrity
2. Respect diverse perspectives and privacy
3. Observe freedom of expression effectively
4. Promote access to communication
5. Be open-minded
6. Develop a sense of accountability
47
CODE OF ETHICS
It sets the standards to be observed by a person
or a company that will create a good reputation or a
positive image not only for an individual but also for the
organization.
Observing a code of ethics is essential as it
determines the kind of behavior that is proper and
desirable over one that is displeasing and offensive.
48
THANKS!
Any questions?
49