PROCESSES ETHICS

Communication
PRINCIPLES
Communication
Communication
DEFINITION OF COMMUNICATION
Communication is the transmission of ideas and emotions between or among persons with
the use of verbal and non-verbal cues. Communication may vary from spoken and written
words but also actions, mannerisms, and style- anything attached to a message that gives
meaning.

PROCESS OF COMMUNICATION
Communication is a process, and as such, it comes in stages. It starts with the encoding
and ends with the decoding. The encoder is more popularly known as the sender of the
message. He transmits his message to the receiver, a more popular term for the decoder, does
communication takes place. He may then give a feedback. If there is a continuous exchange of
messages between the sender and the receiver, particularly in oral discourse, communication
takes the form of a cycle, as shown below:

ELEMENTS OF
COMMUNICATION 1. Participants
 and the listener. Speakers share ideas by
transforming their thoughts and feelings into
messages while listeners receive, interpret, and
respond to the message.

2. Context

Context refers to the interrelated

conditions of communication (Padilla et al.,
2003) which affect how people understand
the message. It is classified into five types.

The participants refer to both the speaker

A. Physical context includes the setting where the communication takes place, the time of the
day, the environment condition (such as temperature, lighting and noise level), distance
between or among communicators, the seating arrangement, and other concrete elements.

B. Social context refers to the nature of relationships existing between or among the
communicators and it also sets the formality of the interaction.

C. Psychological context involves the communicators’ moods and feelings. D. Cultural

contextis comprised of beliefs, values, and norms shared by a large group of people.

E. Historical context involves the background provided by previous interactions between or

among communicators (Verderber & Verderber, 2012) which affect understanding of the
current exchange.
3. Message

4.
Channels ideas, and feelings. The message can be delivered
by the speaker verbally or non-verbally and then
received and interpreted by the listener based on
his/her personal ideas and feelings.

The message refers to the speaker’s meanings,

The speaker sends messages

through channels which transmit his or
her ideas and feelings to the listener.
The two major channels are visual (light)
and auditory (sound). The visual
channel enables communicators to send and receive
visible information such as hand gestures, bodily
movements, and facial expressions. The auditory
channel, on the other hand, enables listeners to
receive information and interpret it through the tone,
volume, and pitch of the speaker’s voice.
from being interpreted. There are three types of
noise external, internal, and semantic.
5. Noise/Interference
A. External noise includes sights, sounds, and any
other distractions in the physical environment.

B. Internal noise refers to the distractions within

the communicator. It can be categorized as either
physiological noise, such as hearing loss or illness,
or psychological noise, such as worrying or
daydreaming.

C. Semantic noise involves the unintentional

misunderstanding caused by ambiguity, ethnic
slurs, profanity, and vulgar speech.
These are disruptions which prevent messages
6. Feedback

Feedback is the reaction or

response of the
listener. The response of the listener
can be verbal
and non-verbal such as murmuring,
nodding,
clapping, or giving a standing
 ovation.

VERBAL AND NON-VERBAL COMMUNICATION

In the process of communication, the speaker and listener make use of their verbal and non
verbal communication. For communication to be effective, one should make use of his or her
verbal and non-verbal skills equally.

Verbal Communication uses spoken language to communicate a message or information.

It involves the production of sounds, words, phrases, and sentences through speech.
Non-verbal communication refers to the conscious or subconscious transmission and
reception of messages using the body. It includes body gestures, facial expressions, posture,
and tone. It is usually influenced by one’s culture, values, and attitude or feelings.

Categories of Non-verbal Communication

1. KINESICS deals with the body language movements, facial expressions, and gestures.

2. PROXEMICS refers to the amount of distance and space used in a communication situation.

3.
HAPTICS deals with communication through touch.
 4. CHRONEMICS involves the role of time in communication.

5.
APPEARANCE refers to the physical look that conveys a message. How a person looks
conveys a message.

6. ARTIFACTS are simply objects used as tools to convey a message. These include pictures,
maps, and other objects which a person may use in communication.

7. PARALANGUAGE refers to the non-verbal cues of the voice such as volume, pitch,
intonation, and tone.
GUIDELINES IN COMMUNICATING EFFECTIVELY
As stated previously, noise hinders understanding during the sending back-and-forth of
messages. Therefore, to overcome noise and avoid misunderstanding, follow the basic
strategies in communicating.

As a speaker, follow the guidelines below:

1. Use concise and simple words.

2. Take note of the environment where you are speaking and adjust your voice
accordingly.
3. Use verbal and non-verbal means to get your message across clearly. 4. Consider your
listener’s context. State your message in a way which can be easily understood.
5. Pay attention to our listener’s non-verbal cues. These signals can tell you whether your
listener is bored, disinterested, or fascinated.
6. If your listener does not understand your message, try to rephrase your statement or
use gesture.
7. After speaking, give your listener a chance to share his/her feedback.

As a listener, follow the guidelines below:

1. Practice self-awareness by being conscious of your own behaviour, feelings, and

habits when listening to a speaker. This will help you structure your feedback and
message once it is your turn to speak.

2. Avoid being distracted by listening actively and paying close attention to the speaker.

3. Use non-verbal cues, sch as nodding, to show that you are listening.

4. Focus on the speaker and maintain eye contact during the conversation so that the
connection between you two run smoothly.

5. If unsure of what you heard, clarify with the speaker if your understanding of the
message is right before responding.
 6. Provide feedback to let the speaker know that you listened to and understood what
he/she said.

Reference:
Dapat, JR O., Sadorra, BE B., & Lumabi, BM C. (2016). Oral Communication in Focus. Cubao,
Quezon City: Lorimar Publishing Inc.

Communication is fundamental to all relationships. Poor communication is the most

frequently cited cause of discontent within organizations and it would be reasonable to expect
that most employers are seeking to appoint people with good communication skills.

PRINCIPLES OF COMMUNICATION
1. Trustworthiness

Effective relationships are built on trust and, with respect to communication, trust that
both parties are applying the same principles. Without a sense of trust, it may be difficult to
really engage in meaningful communication.

2. Active Listening

Active listening means being focused entirely on the person speaking, and not interrupting
or starting to fashion your own response before someone has finished his/her sentence.

3. Non-judgemental

Judging others is not a good basis for building relationships. It is very easy to say that we
should be non-judgemental, but an extremely difficult principle to live by. It is so easy to judge;
we do it all the time. As human beings we seem to be programmed to judge other people. What
is meant by being judgemental? Put simply, it means that the person who is judging another
thinks that “I’m right, you’re wrong”. “I’m better than you are” or “you’re better than me” and
“my ideas are better than your ideas” are other examples of passing judgement.

4. Value Difference
Value the different contributions that people you interact with bring to your relationships.
Their opinions may be different but not better or worse. If you can create a trusting
environment, whereby people know that their contributions will be valued, they are not being
judged, people are respectfully listening to them and appreciating their input, that what they
say remains confidential and that they are being listened to fully, you create an environment
for active engagement and fruitful relationships.

5. No Assumptions

People can interpret words they hear in a way that was not intended by the person who
said them. If someone says one thing and another takes those words to mean something
completely different, communication has not occurred. There has simply been an exchange of
words without comprehension. This happens when we assume that we understand what is
meant without checking things out. It is important to clarify what someone means, rather than
make assumptions that you have understood what they are trying to convey.

6. Authenticity

Be truthful in your communications. We communicate in a number of ways, not just by the

words we use. How we say things and movement of the body all have a bearing on the message
that is conveyed to the listener or observer. Research tells us that words actually have the least
impact on our communication (around 7%). The manner in which we say things – tone, speed,
etc. (music 38%) and our body language (dance – 55%) are far more important in conveying our
message.

In conclusion, these basic communication principles will help to ensure that we have
heard and been heard without misinterpretation.

Reference:

Bradburry, B. (2011). Principles for Effective Communication. Retrieved on August 10, 2020
from http://hallandsolutions.com/wp-content/uploads/2012/10/Principles-for-Effective
Communication.pdf
COMMUNICATION ETHICS

Communication Ethics is the notion that an individual’s or group’s behavior are governed by
their morals which in turn affects communication.

What does it mean to be an ethical communicator?

Ethics is a system of moral principles which means that you try to do what is correct. Ethical
communication encompasses being honest in all communications.

What are ethical and unethical communications?

Communication is powerful and therefore, has ethical boundaries. Communication used to

improve interpersonal relations or to bring moral changes to society is ethical communication.
Communication used to undermine relationships or encourage social immorality is unethical
communication.

Ethical communication is fundamental to responsible thinking, decision making and the

development of relationships and communities within and across contexts, cultures, channels
and media.

Ethical communication enhances human worth and dignity by fostering truthfulness, fairness,
responsibility, personal integrity and respect for self and others.
10 BASICS OF ETHICAL COMMUNICATION

1. Seek to “elicit the best” in communications and interactions with other group members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective, expressing your own thoughts, needs
and feelings.
5. Seek to understand others (rather than to be “right” or “more ethical than you). 6. 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.
 7. Manage your own personal boundaries: share only what you are comfortable sharing.
8. Respect the personal boundaries of others.
9. Avoid interrupting and having side conversations.
10. Make sure that everyone has time to speak, that all members have relatively equal “air
time” if they want it.

It is important to understand that whatever we communicate should be guided by certain

ethical principles.

The US National Communication Association (NCA, 1999) discusses this in their Credo for
Ethical Communication, stating that, “Ethical communication is fundamental to responsible
thinking, decision-making, and the development of relationships and communities within and
across contexts, cultures, channels and media…”

There are four ethical principles of communication that are relevant for students today.

1. Advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of

communication (NCA, 1999)

2. Freedom of expression, diversity of perspective, and tolerance of dissent to achieve the

informed and responsible decision-making fundamental to a civil society (NCA, 1999)

3. Condemn communication that degrades individuals and humanity through distortion,

intimidation, coercion, and violence and through the expression of intolerance and hatred
(NCA, 1999)

4. Accept responsibility for the short and long-term consequences of our own communication
and expect the same of others (NCA, 1999)
Reference:

NCA Credo for Ethical Communication retrieved on July 19, 2018 from
https://www.natcom.org/sites/default/files/pages/1999_Public_Statements_NCA_Cre
do_for_Ethical_Communication_November.pdf