Chapter 1

Another Look at Communication

Communication—the human connection—is the key to personal and career success.

—Paul J. Meyer (1928–2009), American businessman

Overview

This chapter revisits the basic principles of communication, including the elements
and functions of verbal and nonverbal communication. Though some of the concepts are
familiar, a review of them reinforces and even augments one’s knowledge. Additionally,
since the quality of ideas communicated (e.g., its truthfulness or the lack of it) can affect
the interaction that one is trying to establish, this section contains an ethical dimension
applicable to face-to-face and technology-mediated exchanges. After all, communication
is the foundation of human relationship. No doubt it plays a significant role in human life.
Notably, those who can communicate well are likely to be successful in their personal,
social, and professional endeavors and relations.

Objectives

At the end of this chapter, you should be able to:

1. Describe the nature of communication and its elements.
2. Identify the functions of verbal and nonverbal communication.
3. Apply ethical principles in various communication situations.
4. Appreciate the role of communication in one’s life and in society.

1.1 The Nature and Elements of Communication

Communication can be defined as the process

of transmitting information and common
understanding from one person to another (Keyton,
2011). It pertains to the exchange of information
between two or more people, and it happens when one
encounters or observes a behavior (verbal or
nonverbal) and gives meaning to it—a meaning ideally
similar to what is intended. It is an interdependent
process of sending, receiving, and understanding
messages (Dunn & Goodnight, 2011). The steps are
interlinked, continuous, and dynamic, involving the following elements:
 (1) The sender is the encoder or the source of the message. This entity can be a person, a
group of people, or an organization with their own distinct characteristics in terms of
age, race, gender, values, experiences, and other traits.
(2) The sender’s message refers to the ideas and feelings that he or she encodes. It may
be in verbal form (words) or nonverbal symbols (paralanguage, including pitch, tone,
and volume; body language, including gestures and facial expressions, posture, and
eye movement; physical distance to the receiver, and appearance/clothing).
(3) The receiver is the decoder or the recipient of the message who, likewise, has his or
her own attributes.
(4) The channel, also called medium, is a vehicle used in message conveyance. It is based
on the form of delivery (verbal or nonverbal) and the means used in delivering (face-
to-face or technology-mediated).
(5) Feedback pertains to the verbal or nonverbal responses to the sender’s encoded
signals. It gives information on how the message is interpreted.
(6) BARRIERS -Interference or noise relates to the factors that hinder the recipient’s
ability to send or receive messages. Serving as a barrier to communication, it can be
external (physical environment, e.g., a loud party) or internal (psychological/mental
interference, e.g., biases and wandering thoughts; physiological, e.g., articulation
problem; semantic, e.g., jargon and abstract ideas).
(7) Context is the situation and environment in which the communication occurs. Its
dimensions are physical (place, e.g., classroom), social (pertaining to the occasion
and the people involved, e.g., students in class), and cultural (attitudes, beliefs, and
the practices of the senders and receivers).

Sources:

Lee, Dick, and Hatesohl, Delmar. (n.d.). Listening: Our most used communications skill.
Retrieved from https://extension2.missouri.edu/CM150

Siringoringo, Branson. (2017, July 5). 14 very effective communication skills [Web log
post]. Retrieved from https://www.linkedin.com/pulse/14-very-effective-
communication-skills-branson-siringoringo
1.2 Verbal and Nonverbal Communication

Every time you send a message, you expect it to be understood exactly as you intended it
to be. If this happens, the process of sharing ideas is successful. However, it does not happen at
all times. The communicators’ choice of communicating ideas, either verbally or nonverbally,
affects the clarity of the message. Knowing more about these choices can help one decide on
what to use.
Verbal and nonverbal types or modes of communication have distinct purposes or
functions. Verbal communication is the use of sounds and words to impart one’s thoughts or
feelings. Though the concept encompasses both vocal (spoken words) and nonvocal (e.g.,
writing, sign language), the focus is on the former. Largely associated with oral communication,
it has these succeeding functions gleaned from several sources (Flores, 2016; “Functions of
Communication”, 2016; Nuss, 2014; Remoral, 2017; & Tenedero, 2016).

1. Regulation (Control)
Spoken language is used to control one’s or other people’s behavior or activities.
For example, a teacher who gives students instructions on what to do says, “Raise
your hand if you have any questions.”
2. Social Interaction
A person speaks to create relationships, form associations, develop intimacy, and
maintain bonds and connections with other people. A colleague encouraging a fellow
employee by saying, “Don’t worry. You can do this,” can be a case of starting a
friendlier camaraderie.
3. Motivation
This function concerns expressing one’s desires, goals, inclinations, choices,
preferences, likes and dislikes, and needs and wants. Stating “I’d like to become a
teacher” manifests an aspiration.
4. Information
One can obtain and give information by asking and sharing ideas orally. Whether
it is asking for directions and instructions or sharing one’s opinion to others,
communication plays a major role in disseminating information.
5. Emotional expression
One communicates orally to show one’s feelings and emotions. A person saying
“I’m hurt” is voicing out what he or she feels.

Nonverbal communication is as important as verbal communication. It is the conveyance

of meaning by means of body language (e.g., gestures, facial expression, eye contact, posture) or
paralanguage (e.g., pitch, volume, speaking rate) instead of spoken or written words. The
following are its functions culled from Hahn and Paynton (2016) and “Communication in the
real world: An introduction to communication studies” (2016, Chapter 4).
1. To replace
Actions can replace or substitute speech. For instance, one can shrug shoulders
instead of saying “I don’t know” and wave hands instead of saying goodbye. It is
foremost then that one employs nonverbal forms of communication with recognizable
and nearly universal meanings to avoid confusion. Misunderstanding happens when
senders and receivers have different cultural interpretation of gestures and actions.
 2. To repeat – duplication of what non-verbal and verbal
Gestures duplicate and reinforce one’s message. The nonverbal communication
can occur simultaneously with the verbal; at times, it follows and repeats the word
said. For example, the act of nodding while saying yes is a restatement and so does
pointing while giving directions. It is important then to ensure that the gesture and the
spoken idea have the same denotation for the communicators.
3. To complement-adds more meaning to complement the verbal message
Body language enhances and adds nuance to the meaning of a verbal message. By
way of illustration, one rubs one’s stomach when feeling hungry; pats another
person’s shoulder while saying sorry; and says “I passed the test” with a sarcastic
tone. However, gestures that aim to complement cannot be used alone or else they
may be misinterpreted. The sender must then ascertain that the actions align with
words.
4. To accent
To accent is to emphasize certain parts of the verbal intent or the utterance. It is
often done by increasing voice volume, prolonging a word, moving forward, and even
widening the eyes. If the “very” in the line “I’m VERY angry with you” is
emphasized, it is likely louder.
5. To regulate – verbal (used of words) non-verbal (has an repeated indication through
actions )
This function is associated with controlling the flow of conversations. As such, to
signal the beginning of an interaction, one must face the person, move closer, or look
at him or her directly. Conversely, looking at one’s watch repeatedly is an indication
that he or she has to go and the other person must stop talking.
6. To contradict
Contradiction occurs when verbal and nonverbal messages contradict each other.
Saying “I’m all right” with a frown is an example of nonverbal cues contradicting
verbal statements.
7. To deceive
Although this purpose is not encouraged, nonverbal signals can be utilized to
mislead the listener. Gestures and actions supplement the message, therefore making
it believable. Remarks such as “I like it” as a compliment, though not sincere, may
sound convincing if they are said with eagerness and a smile.

According to Albert Mehrabian, a psychologist known for his pioneering work on

nonverbal communication, when words and body language contradict, one is inclined to believe
the latter(non-verbal) (Belludi, 2008). If this takes place, movements or gestures may become
barriers to a successful exchange of ideas. Hence, a harmony between the verbal and the
nonverbal is crucial in attaining effective communication.

1.3 Ethical Communication

 The sender’s message and delivery can affect the receiver in a positive or negative way.
Hence, communication ethics are important. Ethics pertains to a set of principles or rules for
correct conduct as to what is right or wrong and what makes something right or wrong.
Below are basic principles of ethical communication (Hybels and Weaver, 2009: 35;
Wood, 2014). The first five in the list are laid down by the National Communication Association
(NCA), an organization of American teachers of public speakers. The sixth principle is echoed
by Julia Wood (2014), a scholar and professor of communication and gender.
1. Strive to understand and respect others’ communications before evaluating and
responding to their messages.
2. Help promote communication climates of caring and mutual understanding that
protect the unique needs and characteristics of individual communicators.
3. Condemn communication that degrades individuals and humanity through distortions,
intolerance, intimidation, coercion, hatred, or violence.
4. Commit yourself to the courageous expression of your personal convictions in pursuit
of fairness and justice.
5. Accept responsibility for the short-term and long-term consequences of your own
communication and expect the same from others.
6. Avoid plagiarism—the presentation of the work of another person in such a way as to
give the impression that the other’s work is your own.
7. Promote honesty, truthfulness, and accuracy as essentials to the integrity of
communication.
These principles promote respect, harmony, and overall positive well-being of one’s
relationships with others and the society in general. A person can be an ideal example to others
by having an ethical conduct in one’s dealings with family, friends, and others and refrain from
communicating in such ways that may be interpreted as unethical (Hybels and Weaver, 2009).
Unethical communication impedes, destroys, and offends persons and even communities. Some
examples deemed unethical include plagiarism, selective misquoting, misrepresenting numbers,
distorting visuals, and breaching or abusing privacy.

1.4 Mediated Communication

Mediated communication is an interaction carried out by using information

communication technology, such as mobiles phones, computers, or the Internet. This current
means of sending and receiving messages, though not face to face, can be synchronous
(happening at the same time, such as phone calls and chats) or asynchronous (not occurring at
the same time). Using technology through platforms like email services, chat rooms, and social
networking sites have made communication for personal and business reasons instant, speedy,
convenient, and far-reaching. These technologies facilitate connection between friends and
relatives in faraway places and those who may have limitations, such as shyness or physical
impairment.
 This brand of communication, however, has drawbacks. Gestures, voice tone, and other
nonverbal signals that reinforce one’s message are lost, thus making the meaning susceptible to
misinterpretation. Furthermore, issues on confidentiality and trust surface (Chin, 2016). Emails
and messages on social media sites can be screen shot, and video calls can be recorded by the
public receivers, including strangers, who may use them for other purposes. Also, bullying and
ridiculing people through online messages and posts become rampant.
Not all information and images communicated virtually are true. People craft identities
such as screen names and avatars that others interact with and respond to, and they can choose
what to reveal and conceal about themselves (Wood, 2014). At times, people use phony
identities to advance personal agendas. Thus, it is important for one to be truthful and careful
about the language used and to be sensitive about the possible effects of conveyed ideas. Also,
the veracity of technology-produced messages must be discerned. As said previously, technology
is only an aid to communication and not a replacement for it. There is no substitute for real and
face-to-face interaction.

Skill Builder
Answer the questions below.
1. Do the advantages of mediated communication outweigh the disadvantages or vice
versa? Why or why not?
2. Share positive and negative experiences on conversing with others online.

1. The advantages of mediated communication often outweigh the disadvantages depending

on the context. Benefits include global connectivity , instant communication, accessibility
and flexibility. It allows regardless of location , facilitates collaborations and provides
diverse ways to share information.
2. Positive experiences ;online conversations can help build relationships , support learning
and provide networking opportunities. For instance , joining online study groups or
professional forums can enhance knowledge-sharing.
Negative; Miscommunication is common due to lack of tone and facial expressions,
additionally ,online discussions may lead to inappropriate content. Delays on responses
or misinterpretations can sometimes lead to conflict.

References

Belludi, N. (2008). Albert Mehrabian’s 7-38-55 rule of personal communication . Retrieved from
http://www.rightattitudes.com/2008/10/04/7-38-55-rule-personal-communication/
Communication in the real world: An introduction to communication studies. (2016).
https://doi.org/10.24926/8668.0401
Chin, L. (2016, March 5). Advantages and disadvantages of computer mediated communication
in the context of Unimas students and staff [Web log post]. Retrieved from
 newtechnocomm.wordpress.com/2016/03/05/advantages-and-disadvantages-of-
computer-mediated-communication-in-the-context-of-unimas-students-and-staff/
Dunn, D., & Goodnight, L. (2011). Communication: Embracing difference. (3rd ed.). Boston:
Allyn & Bacon.
Flores, R. (2016). Oral communication in context. Manila, Philippines: Rex Bookstore.
Functions of communication (2016). Retrieved from
https://oralcom.wordpress.com/2016/10/14/functions-of-communication/
Hahn, L., & Paynton, S. (2016). Survey of communication study. (2016). Retrieved from
https://en.wikibooks.org/wiki/Survey_of_Communication_Study
Hybels, S., & Weaver, R. (2009). Communicating effectively. New York: The McGraw-Hill
Companies.
Keyton, J. (2011). Communication and organizational culture: A key to understanding work
experience. California: Sage.
Nuss, M. (2014). The functions of verbal communication [PowerPoint slides]. Retrieved from
https://prezi.com/ceqboy19a4ea/the-functions-of-verbal-communication/
Remoral, G. (2017). Functions of communication. [PowerPoint slides]. Retrieved from
https://www.slideshare.net/gilremoral/functions-of-communication-77440503
Tenedero, C. (2016). Four functions of oral communication [PowerPoint slides]. Retrieved from
https://prezi.com/3okptrachcmq/four-functions-of-oral-communication/
Wood, J. (2014). Communication Mosaics: An introduction to the field of communication.
Canada: Wadsworth Cengage Learning.

Key Ideas
 Communication is a process of transmitting and understanding messages.
 Verbal communication, associated with oral communication, is the use of sounds and
words in imparting messages.
 Nonverbal communication is the conveyance of meaning through body language or
paralanguage instead of words.
 Ethical communication follows certain established principles of conduct.
 Mediated communication is an interaction carried out by using information
communication technology.