Communication Processes, Principles, and

Ethics

John Rodolf N. Mortega, MAEd.

Educator/Writer

Communication is a very interesting topic to be discussed, previously those confusions along with the
term had finally answered, and another figure and body of knowledge were added to the memory
bank such terms were creatively elaborated like the verbal communication, non-verbal
communication, the types of communication such as intrapersonal, interpersonal, extended,
organizational, intercultural, and the purpose and style of communication. In a nutshell, the terms are
crucial to restate and to know the function in the field of communication.

Process of communication in a meaningful way

You learned about the types of communication mode, context and purpose, and style. In this lesson,
you will review the nature of the communication process and some important communication
models. Why is it important that you know the communication models? You will realize their
importance because they will help you understand how a communication process works.
A model is often abstract. It is a representation of a real-world phenomenon applied to different
forms. The interplay of variables in the model is represented graphically. Try to assess later what
comprises the communication models and what variables are common to each of them.
There are many conceptual models for human communication, but you will be exposed to only four.
These are Aristotle’s model, Laswell’s model, Shannon-Weaver’s model; and David Berlo’s Model of
Communication
 Aristotle’s Communication Model
Aristotle, a great philosopher initiative the earliest mass
communication model called “Aristotle’s Model of
Communication”. He proposed a model before 300 B.C who
found the importance of the audience role in the communication
chain in his communication model. This model is more focused on
public speaking than interpersonal communication.

Aristotle Model of Communication is formed with 5 basic elements

(i) Speaker, (ii) Speech, (iii) Occasion, (iv) Audience and (v) Effect.
Aristotle advises speakers to build speech for different audiences at a different time (occasion) and for
different effects.

Note that the speaker variable here is very important. Without the speaker, there will be no speech to
be produced. Depending on the profile of the speaker adjusts his or her speech. Some considerations
for the audience demographics are age, sex, background, culture, race, religion, gender, social and
economic status, and political orientation or inclination, among others. Even beliefs, views, and
attitudes also play an important role when talking about audience consideration since oftentimes, the
audience brings these with them when they decode the message in any given situation.

Harold Dwight Lasswell

In 1948, Harold Dwight Laswell describes communication as being focused on the following W’s: who
says what in which channel to home and with what effect as seen in the model below:

The whole process of communication begins with the communicator (who ) sending out the message (
what ) using a medium( in which channel ) for a receiver ( to whom) experiencing an effect afterward.
The process may be analyzed through the content sent, the medium used, as well as the effect on the
rose plant of the message.
While this model is similar to Aristotle’s in the sense that both are linear and have the same
components, Laswell also differs in that there are five variables involved with the addition of two:
medium and effect.
Claude Elwood Shannon and Warren Weaver’s
model of communication was introduced in 1949,
a year after Laswell’s for Bell Laboratories.
This model is specially designed to develop
effective communication between the sender and
the receiver. Also, they find factors which affecting
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.
The model deals with various concepts like Information source, transmitter, Noise, channel, message,
receiver, channel, information destination, encode, and decode.

David Kenneth Berlo (1929 — February 23, 1996) was an

American communications theorist. He taught at Michigan State
University and later served as president of Illinois State
University. He proposed the:

BERLO’S COMMUNICATION MODEL

Berlo’s SMCR Model of Communication represents the process of communication in its simplest form.
The acronym SMCR stands for Sender, Message, Channel, and Receiver. Berlo’s SMCR Model of
Communication describes the different components that form the basic process of communication.
Because this communication tool also emphasise the coding and decoding of the message, it can be
used for more efficient communication. (Janse, 2019)
Berlo’s model follows the SMCR model. This model is not specific to any particular communication.
Berlo’s model includes a number of factors under each of the elements:

Source: The source is situated where the message

originates.
Communication skills — It is the skill of the
individual to communicate. For example, the ability to
read, write, speak, listen, etc.
Attitudes — This includes attitudes towards the
audience, subject, and towards oneself. For example,
for the student, the attitude is to learn more and for
teachers, it is to help teach.
Knowledge– Communicating also means that the
person needs to be knowledgeable about the subject
or topic. For e.g. a teacher needs to know about the
subject in detail that he or she teaches so that they
can communicate properly such that the students
understand here.
Note: It refers, not to the general knowledge, but to the knowledge of the subject that the person is
communicating and their familiarity with it.
Social system — The social system includes the various aspects of society like values, beliefs,
culture, religion, and a general understanding of society. It is where the communication takes place.
For example, classrooms differ from country to country just like people’s behaviors and how they
communicate, etc.
Note: We can communicate only to the extent that the social system allows. When we communicate,
we take the social system into account.
Culture: The culture of a particular society also comes under the social system.
According to this model, people can communicate only if the above requirements are met in the
proper or adequate proportion.
Encoder: The sender of the message, from where the message originates, is referred to as the
encoder. So the source encodes the message here.
Message
Content — The body of a message, from the beginning to the end, comprises its content. For
example, whatever the class teacher teaches in the class, from beginning to end, is the content of the
message.
Elements — It includes various things like language, gestures, body language, etc. They constitute
all the elements of a particular message. Any content is accompanied by some elements.
Treatment — It refers to the packing of the message and the way in which the message is conveyed
or the way in which it is passed on or delivered.
Note: When there is too much treatment, communication will not go smoothly.
Structure– The structure of the message refers to how it is arranged; the way people structure the
message into various parts.
Note: The message is the same, but if the structure is not properly arranged then the receiver will
not understand the message.
Code– The code of the message refers to the means through which it is sent and in what form. It
could be, for example, language, body language, gestures, music, etc. Even culture is a code. Through
this, people give and receive messages and communication takes place.
Note: Only when the code is clear, the message will be clear. The wrong usage may lead to
misinterpretation.
Channel– It refers to the five sense organs. The following are the five senses:
1 Hearing
2 Seeing
3 Touching
4 Smelling
5 Tasting
Communication occurs through one or more of these channels.
Hearing: The use of ears to receive the message. For example, orally transmitted messages,
interpersonal communication, etc.
Seeing: Visual channels, for example, Watching television so the message is conveyed through the
scene/film.
Touching: The sense of touch can be used as a channel to communicate. For example, we touch,
buy food, hugging our loved ones, etc.
Smelling: Smell also can be a channel to communicate. For example, perfumes, food, fragrances,
etc. Charred smell communicates something is burning. People can deduct which food is being
cooked by its smell etc.
Tasting: The tongue is a muscular organ used in the act of eating and tasting food. For example,
while food is being shared, communication can happen regarding its taste.
Note: Despite not mentioning a medium, we need to assume that as communication is taking place,
channels can be any of the 5 senses or combination.
Decoder: The person who receives the message and decodes it is referred to a decoder.
Receiver: The receiver needs to think about all the contents and elements of the source, so as to
communicate/responds to the sender effectively.;
Berlo’s model believes that for effective communication to take place, the source and the receiver
need to be on the same level. Only then communication will happen or take place properly. Hence,
the source and the receiver should be similar.
For example, if the communication skill of the source is good, then the receiver should have equally
good listening skills.
It cannot be said that the receiver does not receive the whole message because even though he may
receive it but may not be able to interpret its meaning. For effective communication, the source and
the receiver need to be on the same level.
Note: Self-image differs from person to person. For communication, the person should consider the
receiver, speak accordingly, and give them what they need.
Criticism of Berlo’s SMCR model of communication:
1. There is a lack of feedback. The effects are practically unknown.
2. It does not mention the barriers to communication.
3. There is no room for noise.
4. It is a rather complex model.
5. It is a linear model of communication.
6. It requires people to be on the same level for effective communication to happen. However, that
rarely happens in everyday life.
7. The main drawback of the model is that it omits the usage of sixth sense as a channel of
communication, which is an asset to human beings (thinking, understanding, analyzing, etc.)
GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION
Since communication is a two — way process, it is important that you know the principles to be
observed to make it effective. For both oral and written communication, you should be able to apply
the following principles:
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 to you.
PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION
1. Be clear about your purpose. You should know by heart your objective in communicating.
2. Be complete with the message you deliver. Make sure that your claims are supported by facts and
essential information.
3. Be concise. You do not need to be verbose or were they with your statements. Brevity in speech is
a must.
4. Be natural with your delivery. Punctuate important words with appropriate gestures and
movements. Exude a certain degree of confidence if you do not feel confident enough.
5. Be specific and timely with your feedback. Inputs are most helpful when provided on time.
7 C’S PRINCIPLE OF EFFECTIVE COMMUNICATION
1. Be clear
2. Be concise
3. Be concrete
4. Be correct
5. Be coherent
6. Be complete
7. Be courteous
ETHICS OF COMMUNICATION
Be guided by the following to achieve ethical communication:
1. Establish an effective value system that will pave the way for the development of your integrity as a
person. One’s behavior and decision- making style affect the intern in the operations of an
organization.
2. Provide complete and accurate information. Whether it is needed or not the data should always be
contextualized correctly.
3. Disclose vital information adequately and appropriately. Never conceal or hide information that is
necessary for purposes of transparency.