UNIT 1

ACADEMIC RESEARCH FOR PHILIPPINE SOCIETY

CHAPTER 1 – COMMUNICATION IN THE TWENTY – FIRST CENTURY

LESSON 1: COMMUNICATION MODELS
LESSON 2: COMMUNICATION ETHICS
LESSON 3: COMMUNICATION AND GLOBALIZATION
 CHAPTER 1
COMMUNICATION IN THE TWENTY – FIRST CENTURY
Introduce several concepts about communication
beginning from the Ancient Greeks until the 21 st
century
Illuminate several perspectives about communication
Explore the use of English in the world as well as its
usage in the Philippines
Discuss the perils of language and how we can find
the seeds of racism, sexism and classism in the
language that we use
CHAPTER OBJECTIVES
1.Have a thorough understanding of
communication models and processes;
2.Understand the importance of ethics in
communication and academic writing; and
3.Discover how the English language spread
throughout the world, and appreciate the
differences between Standard English, World
English, and Philippine English
LESSON OBJECTIVES
1.Understand the importance of
communication in society;
2.Knowthe principles and processes of
communication as embodied in the
communication models provided; and
3.Relate the communication models to their
experiences and apply them to their own
communication processes
QUESTIONS:

Why is communication important to you?

Why is communication important to society?
Why do you think communication skills are
considered to be essential in being good
citizens?
“THE ART OF ONE’S COMMUNICATION REFLECTS THE ART OF
ONE’S THINKING.”
JAMES BERLIN (1982) (MAJOR PROPONENT OF THE NEW RHETORIC)

In teaching writing, we are not simply offering

training in a useful technical skill that is meant
as a simple complement to the more
important studies of other areas. We are
teaching a way of experiencing the world, a
way of ordering and making sense of it.
QUESTION:

WHAT PROBLEMS CAN HAPPEN WHEN THERE

ARE COMMUNICATION BREAKDOWNS?
COMMUNICATION MODELS
A model seeks to show the main
elements of any structure or process and
the relationship between these elements
(Denis Mcquail & Sven Windahl (2013) in
their book Communication Models for the
Study of Mass Communications)
 PROFESSOR RAMONA S. FLORES (2016)
{ORAL COMMUNICATION IN CONTEXT}

Discusses the different

communication models as follows
(Aristotle, Shannon – Weaver,
Schramm, and White, 2016)
ARISTOTLE’S MODEL OF COMMUNICATION

• Earliest model at around 5 B.C.

• Explains that speakers should adjust their
messages according to their audience and the
SHANNON – WEAVER’S MODEL OF
COMMUNICATION
 SHANNON – WEAVER’S MODEL OF COMMUNICATION
 Mother of all models
 Concepts of Shannon-Weaver Model:
 Sender – (source) the person who makes the message.
 Encoder – (transmitter) is the sender who uses the machine which
converts message into signals.
 Channel – medium used to send message
 Decoder – (receiver) machine used to convert signals into message.
 Receiver – (destination) the person who gets the message or the place
where the message must reach.
 Noise (barrier) is the physical disturbances like environment, people,
etc. which does not let the message get to the receiver as what is sent.
SCHRAMM’S MODEL OF COMMUNICATION

2 PRIMARY MODELS INVOLVED

 1st model – built on the theories of Osgood
(OSGOOD – SCHRAMM MODEL)
 2nd model – built about the interpreter into
the different fields of experience of the
sender and the receiver (SCHRAMM’S
MODEL)
OSGOOD – SCHRAMM MODEL OF COMMUNICATION

Messa
ge

ENCODER ENCODER

INTERPRETE INTERPRETE
R R

DECODER DECODER

Messa
ge
Encoding and decoding are not automatic
processes both go through the filter of the
interpreter. Therefore, the message may succeed
or fail, based on the interpreter’s appreciation of
the message. There are times when the sender
and receiver may apply different meanings to the
same message, and this is termed “semantic
noise” .
SCHRAMM’S MODEL OF COMMUNICATION
 WHITE’S STAGES OF ORAL COMMUNICATION

 Oral communication is a continuous process with no

real beginning or end. The most important
contribution from Eugene White’s model is the
concept of feedback, which can only be processed by
the speaker if he or she has been monitoring the
audience or the listener. Hence, the speaker must
also pay attention to the listener’s verbal and non-
verbal cues (Flores, 2016)
 LESSON 2: COMMUNICATION ETHICS

OBJECTIVES
1.Know how to communicate in an ethical
manner; and
2.Apply these ethical principles to their
communication process
What is ethics?
ETHICS

Are a system of moral principles that

help people decide what is right and
wrong, and how to treat others with
respect. Ethics are also known as moral
philosophy.
 WHAT ETHICS ARE CONCERNED WITH:
• Right and wrong: Ethics help people decide what is
good and bad, and what is morally right and wrong
• Fairness: Ethics help people treat others fairly
• Responsibility: Ethics help people take responsibility
for their actions and beliefs
• Values: Ethics help people evaluate the value of
consequences based on whether they promote
happiness or suffering
Why do you think there should be
ethics in communication?
KEY REASONS WHY ETHICS IN COMMUNICATION MATTER:
1. CREDIBILITY AND TRUST

Ethical communication involves being

truthful and transparent, which is crucial
for establishing credibility and building
trust with others.
2. MUTUAL RESPECT

By adhering to ethical communication

principles, individuals show respect for
others' perspectives and feelings, avoiding
harmful language or manipulation.
3. CLEAR UNDERSTANDING

Ethical communication aims to convey

information accurately and clearly,
minimizing misunderstandings and
misinterpretations.
4. POSITIVE RELATIONSHIPS

Practicing ethical communication can

lead to stronger and more positive
relationships, both personally and
professionally.
5. SOCIAL RESPONSIBILITY

In certain contexts, ethical

communication can be crucial for
upholding social responsibility by
providing accurate information and
avoiding harmful misinformation.
What problems can arise when people
are not ethical in their communication
practices?
KEY ISSUES ARISING FROM UNETHICAL COMMUNICATION:
1. EROSION OF TRUST

Lying, withholding information, or making

misleading statements significantly damages
trust between individuals and organizations,
making future collaboration difficult.
2. CONFLICT AND DISPUTES

Unethical communication can easily spark

disagreements and conflicts due to
misinterpretations and lack of transparency.
3. REPUTATIONAL DAMAGE

When someone engages in unethical

communication, their personal or professional
reputation can be severely tarnished.
4. LEGAL REPERCUSSIONS

In certain situations, unethical

communication, such as defamation
or slander, can lead to legal action.
5. NEGATIVE WORKPLACE ENVIRONMENT

Unethical communication within an

organization can create a toxic work
environment with low morale and poor
collaboration.
6. MISINFORMATION AND MANIPULATION

Deliberately spreading false information

or using persuasive tactics to exploit
others can have harmful consequences
for individuals and society.
7. DISCRIMINATION AND HARASSMENT

Using biased or offensive language in

communication can contribute to
discriminatory practices and create a hostile
environment.
Ethical communication is fundamental to
responsible thinking, decision-making, and the
development of relationships and communities
within and across contexts, cultures, channels,
and media. (US National Communication
Association, 1999, in their Credo for Ethical
Comunication)
Why does unethical communication
threaten the quality of all
communication, and consequently
the well – being of individuals and
the society in which we live?
 4 ETHICAL PRINCIPLES OF COMMUNICATION (CREDO)

1. Advocate truthfulness, accuracy, honesty, and reason as essential

to the integrity of communication
2. Freedom of expression, diversity of perspective, and tolerance of
dissent to achieve the informed and responsible decision-making
fundamental to a civil society
3. Condemn communication that degrades individuals and humanity
through distortion, intimidation, coercion, and violence, and
through the expression of intolerance and hatred
4. Accept responsibility for the short – and long – term consequences
of our own communication and expect the same of others
 COMMUNICATION AND GLOBALIZATION

Understand the implications of globalization on

communication
Explain the notion of World English in the
context of English being a global language; and
Use standard English and bias – free language
in writing
GLOBALIZATION

Can communicate internationally in

a matter of seconds
Can read about different cultures,
and have access to films, and
academic papers around the world
WORLD ENGLISH

David Crystal (2003) – begins the first chapter of the

book English as a Global Language with the
assertion that English is, in fact, the global language
Robert McCrum (1986) – discuss the “success story”
of the rise of English
They provide a variety of examples that demonstrate
the global presence of English
READINGS IN WORLD ENGLISHES
 Aspect American English British English
(US) (UK)
Punctuation She said, “I’ll be She said, “I’ll be
work by 8 a.m.” work by 8 a.m.”
Date March 2, 2017 2 March 2017
Spelling center, color, centre, colour,
organize, program organise,
programme
Words elevator, pants, lift, trousers, nappy
diaper
Expression/ Local ruffled feathers knickers in a twist
Idiom (agitated) (agitated)
Grammar Do you have that Have you got that
book? book?
 GENERAL PRINCIPLES TO FOLLOW WHEN REFERRING TO
DIFFERENT GROUPS OR CATEGORIES

1.Race and Ethnicity

2.Gender and Sexual Orientation
3.Social Class
4.Age
5.Disabilities
1. RACE AND ETHNICITY

 Racism – is a form of discrimination against a person or persons of a different race