MODULE I

LANGUAGE AND COMMUNICATION

GECC 102
Lesson 1 The Nature of Language

Lesson 2 Types of Communication

Lesson 3 Communication Processes

And Principles

Lesson 4 Communication Ethics

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MODULE I

PURPOSIVE COMMUNICATION

INTRODUCTION

This module presents the nature of language. It is hoped that you will
learn to appreciate what language is.

OBJECTIVES

After studying the module, you should be able to:

1. Demonstrate an understanding of the key ideas in language and

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communication; and
2. Relate your personal experience with the input presented.

DIRECTIONS/ MODULE ORGANIZER

There are four lessons in the module. Read each lesson carefully then
answer the exercises/activities to find out how much you have benefitted
from it. Work on the exercises carefully and submit your output to your
professor.

If you have queries and concerns about the topics, feel free to send
me a message and I am willing to help you better understand the lessons.

God bless and happy reading!

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Lesson 1

The Nature of
Language

What is language?

Together with the creation of human life is the creation of a

wonderful and dynamic human capacity- language. Animals are said to be
able to communicate with each other. The sounds these creatures produce
often reflect the state of their emotions. While it may be true that animals
communicate, only human beings are truly capable of producing language.

What exactly is language? Linguists agree that a language can only be

called a language if it has a system of rules (also known as grammar), a
sound system (phonology), and a vocabulary (lexicon). These are the
requirements for identifying a means of communication as a language.

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When people use language, they can understand each other because
they belong to the same speech community. They can understand each
other because in their speech community, people share the same set of
rules in the language system. While growing up, people acquire the
languages used by those in the community. This is the process of language
acquisition. The languages acquired while growing up are known as mother
tongue, which may also be referred to as first languages. People discover
later on that the other languages are needed for various reasons. These
other languages may be referred to as second languages. People learn these
languages by studying formally in school or informally on their own. This is
the process of language learning.

What happens if people visit another speech community that is

different from their own? Americans and British speak English. However,
they spell English words differently. They have different ways of expressing
the same concepts. It can be said that the Americans and British belong to
two speech communities which do not have exactly the same set of rules for
their languages. This is why there are differences in their languages.

What happens for example, who speaks a mother tongue and English,
go to work in China where the residents speak Mandarin and a little bit of
English? Will you be able to communicate with the Chinese? The answer is
yes. Though it will be a challenge for you and your Chinese friends to try to
understand each other, eventually you will be able to communicate as you
slowly learn each other’s languages. What is happening here is called
language contact. The result of such contact may be a new form of
language. It is possible that in you attempt to communicate with each
other; you and your Chinese friend will produce a new language form that is

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understandable to both of you. Your own languages may also change as you
constantly interact and communicate with each other. Thus, language
change is the result of language contact.

Language is indeed a complex human capacity. It is, therefore,

important to be aware of its features and behavior to be able to use
language more effectively and productively in communicating with others.

THINK!

Activity 1. What is the difference between language acquisition and

language learning?

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Activity 2. What is the difference between first language and second
language?

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Lesson 2

Types of
Communication

What is Communication?

Depending on what is being considered, communication as a term

takes on different contexts resulting in people having different views on
communication types. Since communication is generally defined as the
exchange of thoughts, ideas, concepts, and views between or among two or
more people, various contexts come into play. Context is the circumstance
or environment in which communication takes place. Such circumstance
may include the physical or actual setting, the value positions of a
speaker/listener, and the relevance or appropriateness of a message
conveyed. It focuses on certain communication processes and even
groupings of people that constitute a communication situation.

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Different contexts can impact one’s communication. Each
communication type is governed by a particular circumstance. Thus, it is
essential to pay attention to the interplay of factors surrounding the context
of communication which may be physical, cultural, social, and psychological
in nature. Communication may then be classified according to: (1)
communication mode, (2) context, and (3) purpose and style

Types of Communication According to Mode

1. Verbal – Non – Verbal Communication. Effective communication

calls for the blending of these two types. One cannot be separated from the
other. For instance, door-to-door salespersons who demonstrate product
knowledge can only be effective if they know how to properly punctuate
what they say with proper gestures and facial expressions. Their
communication with the customer begins upon greeting him/her with a
welcoming smile then assessing customer needs and answering customer
queries enhanced by gestures and a friendly, happy, and pleasant
disposition. It is only through this mode that salespeople with excellent
communication skills are able to provide the best information needed,
thereby convincing the client to patronize their products.

In fact, when meeting people for the first time, as what you may
have experienced many times, the initial meeting when you speak during
the few minutes is significant as it leaves a lasting impression on your
listeners. You show interest in meeting these people by acknowledging their
presence through an amiable, congenial disposition, and a smiling face.
Rather than just speaking, it is to use the non-verbal code through a

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handshake, an approving facial expression, and a kind disposition or

character.

2. Visual Communication. It is the type of communication that uses

visuals to convey information and/or messages. Some examples are signs,
symbols, imagery, maps, graphs, charts, diagrams, pictograms, photos,
drawings, or illustrations, and even various forms of electronic
communication. Some examples of electronic communication symbols or
images are the emojis, emoticons, and animation among others to convey
the writer’s emotions to clarify the intent of the message sender. These are
achieved through digital mode or text.

Types of Communication According to Context

1. Intrapersonal Communication. The Latin prefix intra means

within or inside. Intrapersonal communication then means talking to
oneself. Some label it as self or inner talk, inner monologue, or inner
dialogue. Psychologists call it with other names such as self-verbalization or
self- statement.

2. Interpersonal Communication. The Latin prefix inter means

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between, among and together. An interactive exchange takes place as
interpersonal communication takes place. However, as it occurs, a
transaction does not necessarily take place since it can only be a simple
interaction such as greetings, getting to know a person, or ordinary
conversations that happen between or among the interactants. This may
occur in dyads or small groups, also known as group communication.

3. Extended Communication. Extended communication involves the

use of electronic media. Unlike before when it only called for the use of
television and radio, nowadays, the description of extended communication
may be expanded as to include tele, audio or phone conferencing; video-
conferencing; Skype calls; and other technological means.

4. Organizational Communication. With this type, the focus is on

the role that communication plays in an organizational context.
Organizations compromise individuals who work for the company. When you
graduate for example, you become professional, either working for a
company or putting up your own. Whichever, you should know that each
organization has expectations that you as a communication professional
should meet or that you as the owner may establish.

There are two types of organizational structure: (1) formal and (2)
informal. Formal structure allows communication to take place via
designated channels of message flow between positions in the organization.
This may make use of four approaches: (1) downward communication, (2)
upward communication, (3) horizontal communication, and (4) crosswise
communication. As the term implies, downward communication is the type
that flows from upper to lower positions, i.e., president to a manager or
supervisor, a manger to an ordinary staff. The flow of communication is top-

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down or from a superior to a subordinate, usually asking certain individuals

to perform a certain task. Conversely, message transmission in upward
communication is bottom-up in which subordinates send communication to
their superiors or bosses bearing their views/feedback on organizational
policies, issues related to their jobs, and the like. Horizontal communication
is lateral in approach as it takes place among people belonging to the same
level but coming from different departments or units to facilitate
performance of tasks through proper coordination. Crosswise approach is
diagonal in nature as employees from different units or departments
working at various levels communicate with each other.

Informal communication, on the other hand, comes from unofficial

channels of message flow. Also known as “grapevine,” messages coming
from the different levels of the organization is transmitted. This occurs due
to the dissatisfaction of some employees accompanied by uncertainty, such
as superiors playing favorites and unfavorable or unacceptable company
rules and regulations. Some employees resort to baseless gossips and rumors
which they spread like wild fire.

5. Intercultural Communication. As the term implies, it is a

communication between or among people having different linguistic,

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religious, ethnic, social, and professional backgrounds. Even gender
difference affects communication. For instance, Australians consider eye
contact as important in assessing the sincerity of a person while for Indians,
looking straight into the eyes of a person while talking is inappropriate.

Types of Communication According to Purpose and Style

Similarly, the types of communication in relation to purpose and style

are formal and informal. However, rather than focusing on the transmission
of message and message flow, the focus here is on the communication
setting and the mode of delivery. Formal communication employs formal
language delivered orally or in written form. Lectures, public
talks/speeches, research and project proposals, reports, and business
letters, among others are all considered formal situations and writings.

On the other hand, informal communication certainly does not

employ formal language. It involves personal and ordinary conversations
with friends, family members, or acquaintances about anything under the
sun. The mode may be oral or face-to-face, ordinary or everyday talks and
phone calls, or written as in the case of e-mail messages, personal notes,
letters, or text messages. The purpose is simply to socialize and enhance
relationships.

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THINK!

Activity 1. How can visual communication enhance the message conveyed

by a speaker? Cite a particular situation when it is best to employ visual
communication.

Activity 2. Of the four approaches employed in formal organization

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structure, which do you think is the best? Cite situations which will call for
the use of each approach. Give one advantage and disadvantage of each.

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Lesson 3

Communication Processes
and Principles

Communication Models

A model is often abstract. It is 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.

Aristotle’s Communication Model

Aristotle emphasized that there are three variables in the

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communication process: speaker, speech, and audience.

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 audience, the speaker adjusts his/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 a message in any
given situation.

Laswell’s Communication Model

Harold Dwight Laswell described communication as being focused on

the following W’s: WHO says WHAT in WHICH channel to WHOM and with
WHAT effects as seen in the model. The whole process of communication
begins with the communicator (who) sending out a message (what) using a
medium (in which channel) for a receiver (to whom) experiencing an effect
(with what effect) afterwards. The process may be analyzed through the
content sent, the medium used, as well as the effect on the recipient of the
message.

Shannon-Weaver Communication Model

In this model, other components such as noise, reception,

destination, and feedback have been identified. Other terms such as

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information source for the sender, transmitter for the encoder, decoder
(reception), and receiver (destination) were introduced.

Berlo’s Communication Model

The major variables involved in the communication process are (1)

source, (2) message, (3) channel, and (4) receiver.

The source being the originator of the message acts as the encoder.
As such, the encoder should practice communication skills such as listening,
speaking, reading, and writing. His/her attitude towards the audience or
the subject as well as his/her knowledge about the topic on hand likewise
counts along with the social system that he/she is in which includes values,
beliefs and practices, and culture.

The second variable which is message includes (1) content; (2)

elements such as the language used and gestures employed; (3) treatment
or the manner by which the message is transmitted; and (4) structure which

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refers to the arrangement of parts or flow of the message. The code shows
how the message is sent: that is, the language (verbal code) used and the
accompanying gestures (non-verbal code) employed.

The third variable which is channel refers to the different senses:

seeing, hearing, smelling, tasting, and touching.

The fourth variable is the receiver, the one who decodes the
message.

Principles of Effective Communication

1. Be clear with 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 wordy with your

statements.

4. Be natural with your delivery. Punctuate important words with the

appropriate gestures and movements. Exude a certain degree of confidence
even if you do not feel confident enough.

5. Be specific and timely with your feedback. Inputs are most helpful
when provided on time.

Principles of Effective Written Communication (The 7C’S)

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Be clear. Be clear about your message. Always be guided by your

purpose in communicating.

Be concise. Always stick to the point and do not beat or run around
the bush. Be brief by focusing on your main point.

Be concrete. Support your claims with enough facts. Your readers

will easily know if you are bluffing or deceiving them because there is
nothing to substantiate your claims.
Be correct. It is important that you observe grammatical correctness
in your writing. Always have time to revise and edit your work. Even simple
spelling errors may easily distract your readers.

Be coherent. Your writing becomes coherent only when you convey a

logical message. The ideas should be connected to each other and related to
the topic. Make sure that you observe a sound structure that will present a
smooth flow of your ideas. Use transitional or cohesive devices so that the
ideas cohere with one another.

Be complete. Include all necessary and relevant information so that

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the audience will not be left wanting of any information. Always place
yourself in the shoes of the audience, who is always interested to receive
new information.

Be courteous. The tone of your writing should be friendly. Avoid any

overtone/undertone or insinuation to eliminate confusion and
misinterpretation.

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THINK!

Activity 1. What are communication models? Why do you think they were
introduced?

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Activity 2. How do the principles of effective oral communication differ
from those of effective written communication?

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Lesson 4

Ethics of Communication

Communication ethics emphasizes that morals influence the behavior

of an individual, group, or organization thereby affecting their
communication. Here are essential principles you should consider to make
you a better ethical communicator:

Be Honest. Being honest means choosing not to lie, cheat, or

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deceives anyone in any way. Honesty is a moral character attributed to
truthfulness, straightforwardness of conduct, being trustworthy, fair, and
sincere. As an honest communicator, you volunteer to provide whatever
information you know for this builds strength of character and self-respect,
integrity, and a healthier relationship grounded on trust.

Maintain Personal Integrity. Integrity refers to a wholeness of

character demonstrated by firm adherence to moral values and consistency
between thoughts, words, and actions. To maintain personal integrity, you
must have moral courage to bring across your message even if it is not
popular. You must have the inner strength to do the right thing despite
great pressure from powerful individuals to do otherwise.
Be open-minded. Open-mindedness is the state of decisiveness and
willingness to listen and consider new ideas, suggestions, and opinions, free
from prejudices or biases. It means that you too, are ready to offer your
own opinions even if you perceived these opinions are unpopular.
Being open-minded implies that you recognize others’ freedom to express
their views.

Stay Committed. Commitment is the state or quality of being

dedicated to a purpose/cause/activity. As an ethical principle,
commitments means allocating the necessary time and resources to
communicate needed information, discuss issues fully, provide appropriate
feedback, furnish required reports, and accomplish business
correspondence.

Practice Active Listening. Active listening is a communication

technique that requires the listener to have conscious effort of
concentrating, understanding, responding, and remembering what is being

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said. Thus, being an active listener, you should be able to provide feedback
by either restating or paraphrasing the content of the message you heard.

Be Respectful. Respect means giving due regard for the feeling,

opinions, rights, or culture of others. It means that when you interact with
others, you treat them with dignity, that is, in a positive manner that
acknowledges them for who they are as this reflects your character and
values as a person. Mutual respect during interactions develops happier
disposition, brighter perspectives, and stronger interpersonal relationships.

Be Accountable. Accountability means being responsible for what you

do, say, and write; be ready to give a satisfactory reason for doing it. You
should be conscious not only of the opportunities, but also of the
responsibilities of an ethical communicator.

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THINK!

Activity 1. How can one observe ethics in communication?

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Activity 2. Why is it important to have a code of conduct or a code of
ethics?

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MODULE SUMMARY

In Module 1, you have learned about language and communication.

You have learned about the nature of language, the types of
communication, the communication processes and principles and ethics of
communication.

Lesson 1 focused on the nature of language. Language is indeed a

complex human capacity. It is important to be aware of its features and

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behavior to be able to use language more effectively and productively in
communicating with others.

Lesson 2 dealt with types of communication. Each communication

type is governed by a particular circumstance. Thus, it is essential to pay
attention to the interplay of factors surrounding the context of
communication.

Lesson 3 discussed the communication processes and principles. It

only by knows the flow of communication that you will be able to make the
communication process effective.

Lesson 4 centered on ethics of communication. It is important to

note that one’s behavior should be regulated by honesty, decency,
truthfulness, sincerity, and moral uprightness.

Congratulations! You have just studied Module I. now you are ready
to evaluate how much you have benefited from your reading by answering
the summative test. Good Luck!!!

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SUMMATIVE TEST

Test 1. The code of ethics in the workplace should be carefully thought out
since it will guide the employees in assessing what is right and wrong from
the business. If you were to put up your own business, what values would
you incorporate in your company’s code of ethics?

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Test 2. If you were to choose a conceptual model for communication, what
would you prefer and why? How can you be guided by any of these models
when you communicate?

Reference List

Books

Madrunio, M. (2018). Purposive Communication Using English in

Multilingual Context.
Domingo, M. (2018). Purposive Communication.
Goman, C. (2016). Communicating Across Cultures.
Martin, J. (2015). Experiencing Intercultural Communication.
Lee, D. (2016). Language Learning and Technology.

Websites

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https://www.best-speech-topics.com/persuasive-speech-
example.html
www2.ivcc.edu/eng10002/rubric-online.htm
http://www.balancecareers.com
https://www.iabc.com/about-us/governance/code-of-ethics
http://communicationtheory.org

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