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DISCIPLINES AND IDEAS IN THE APPLIED SOCIAL SCIENCES

Disciplines and
Ideas in the Applied
Social Sciences
1st Quarter: Module 7
THE DISCIPLINE OF COMMUNICATION

Shiela Mae Rapsing

Urbano T. Casamina Jr
Module Writers

Department of Education • Republic of the Philippines

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Content Standards:

The learners demonstrate an understanding of:

1. The Disciplines of Communications

2. Goals of communication
3. Basic elements of communication process
4. Levels of communication

Performance Standards:

The learners should be able to…

1. Demonstrate a high level of understanding of the basic concepts of communication

2. Undertake participant observation (e.g. a day in a life of a communicator/journalist) to
adequately document and critique their roles, functions, and competencies

Learning Competencies
1. Identify the goals and scope of communication
2. Explain the principles of communication.
3. Describe the elements and levels of the communication processes.

EXPECTATIONS

You all know very well how essential communication is in the world? Can you imagine
a world without communication? Life could be impossible without communication that‘s why
people need interaction, connection and collaboration.

The third applied social science is the field of Communication. In this module, you will
learn about the goals, scope, principles, elements and different levels of communication. In
appreciation of communication, Paulo Freire was once quoted, ―Only through
communication can human life hold meaning.‖

LOOKING BACK

State it in your own words the ― ultimate goal of Social work.‖

______________________________________________________________________________

____________________________________________________________________________________.

PRE-TEST

Directions:
Find the correct answers to the given statements. The possible answers are placed
inside the box.

Feedback Channel journalist Noise Context

Receiver Medium communication Sender/Encoder

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_________1. Responsible for extracting/decoding meaning from the message

_________2. The immediate form which a message takes

_________3. Determines whether or not the decoder grasped the intended meaning and
whether communication was successful

_________4. Responsible for the delivery of the chosen message form

_________5. Decides on the message to be sent, his/her job to conceptualize

_________6. Also called interference

_________7. Any factor that inhibits the conveyance of a message

_________8. Person who writes for newspapers, magazines or prepares news for broadcasting

_________9. Factor that inhibits the conveyance of messages

_________10. Process of sending/ receiving messages

Lesson 1: Discipline of communication

Goals of Communication

BRIEF INTRODUCTION OF THE LESSON

Communication is variedly defined but can be summarized as …

 The process of sending and receiving messages through verbal and/or non-verbal
means –speech (oral), writing (written), signs, signals, and behavior

Communications (in the plural) refers to ways of sending information to people

through technology.

Goals

The main goal is to promote awareness and uptake of research results.

Communication goals can include educating, motivating, raising awareness amongst, the
members and influencing decision making in target group.

The Five (5) Basic Communication goals:

To change
behavior
To get and
give To get
information action

To ensure
To understan
persuade ding

Fig 1.1 showing the five basic communication goals that are
interrelated to each other. (Bernabe & Ranche, 2016)

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Activity 1.1: FIX MY WORDS

Direction:
Arrange the jumbled letters and give the definition. The following words are related to the
concepts of communication

1. NNLCEHA _____________________ 6. AERBVL _____________________

2. EEADCFBK _____________________ 7. AISSLGN _____________________

3. XNTCEOT _____________________ 8. MMIUED _____________________

4. OUSCER _____________________ 9. OOIIPNN ____________________

5. SREOPSC _____________________ 10. IEONS ____________________

Lesson 2: Principles of Communication

Introduction of the lesson

The principles of effective communication are numerous but for purposes of discussion,
the following are offered:

(1) Principle of Clarity in Ideas:

First of all, it should be clear in the mind of the sender what he wants to say.
Accordingly, the principle of effective communication is ‗first to fully inform oneself.‘
The clearer the thought the more effective is the communication.

(2) Principle of Appropriate Language:

This principle means that communication should always be expressed in a simple
language. Ideas are clear and without any doubt. Words having various meanings should be
used to the minimum.

(3) Principle of Attention:

The purpose of communication is that the receiver of information should clearly
understand its meaning. It means merely transferring information is not communication and
it is important that the receiver should understand it. This is possible only when the receiver
takes interest in the message and listens to it attentively.

(4) Principle of Consistency:

Communication system should maintain consistency in the objectives of the
enterprise, its procedures and processes. It means communication should be in accordance
with the policies laid down for it.

(5) Principle of Adequacy:

The information sent to the receiver should be sufficient and complete in every
respect. Information more than the need or less than the need is harmful. While in the
context of business incomplete information is dangerous. Moreover, the sufficiency of
information depends on the ability of the receiver.

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(6) Principle of Proper Time:

The messages should reach the receiver whenever they are needed. Late messages are
considered meaningless and the use of communication is ended. The message should be sent
before the actual need keeping in mind the time required for communication.

(7) Principle of Informality:

Although formal communication has a prominent place among the channels of
communication, informal communication is also important. There are some problems which
cannot be solved with formal communication but informal communication succeeds in
solving them.

(8) Principle of Feedback:

It is essential for the sender of the message to know about the success of the message.
The sender should see whether the receiver understood the message or not. Feedback is
easily obtained in a face to face communication through the help of the facial reactions of the
receiver. In written communication the sender can get the feedback by using appropriate
means.

The other principles are simply enumerated:

(9) Principle of Integration:

(11) Principle of Flexibility:

(13) Principle of Proper Medium:

Experts in communication agree that Effective communication means communication

free from barriers. Though ideal communication is seldom achieved, communicators should
acquire the skills and enhance them more effectively.
Source:https://www.businessmanagementideas.com/communication/principles-of-effective-
communication/19915

Activity 1.2: Explain your principle!

Direction:
Choose one principle of communication and explain in at least own 25 words.

My favorite communication principle is the principle of ____________which

means that…

Rubrics
5 = the answer is complete, with deep understanding of the principle
4 = the answer is missing slight details, with understanding of and engagement with the
principle
3 = the answer is missing organization of ideas, with less understanding
2 = the answer suggests lack of comprehension
1 = answer is totally irrelevant
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Lesson 3: Basic Elements and Levels of Communication

Since there is no universally accepted archetype of communication model, theorists

Claude Shannon, Wilbur Lang Schramm and Robert Craig evolved a simple communication
model that illustrates the elements of communication as seen below. (Bernardo & Ranche,
2016).

Figure 1.2 showing the process of communication, with the following terms and definition:

1. Source/Sender/Encoder—decides on the message to be sent; the source of the

message and the sender transfers the information.
2. Medium—is the immediate form which a message takes.
3. Channel --is responsible for the delivery of the chosen message form. There are
numerous channel categories: verbal, non-verbal, personal, non-personal, etc.
4. Receiver--responsible for extracting/decoding meaning from the message,
providing feedback to the sender and her/his job is to interpret the words.
5. Feedback—is the response or reaction of receiver to the sender‘s message. It is
the final step of communication process. Without feedback, the communication
process remains incomplete. It is an oral, written message, action or silence.
6. Context --helps establish meaning and can influence what is said, how it is
said and refers to the setting in which communication takes place.
7. Noise-- also called interference. It is the factor that inhibits the conveyance of a
message. It is anything that the way of a message is being accurately received,
interpreted and responded. It may be internal or external.

The Levels of Communication

Retrieved from https://www.slideshare.net/JoemMagante/levels-of-communication-76993970

1. Intrapersonal communication-- occurs within oneself, when one is speaking aloud,

writing to oneself, saying a prayer, doing meditation
2. Interpersonal communication occurs within two or more persons or small group such
as family
a. Dyadic- two persons
b. Group- three or more, face to face, immediate response
c. Public- large group such as a public lecture or crowd, church ceremony

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Interpersonal is also:

a. Direct interpersonal - like in a face to face;

b. Mediated interpersonal -aided with technology such as telephone or internet

3. Intergroup communication- between two or more different social groups

4. Mass communication- transmission of messages to a large audience using technology
of communications

Activity 1.3 Choose your level communication

Direction:

Below are situations where issues need to be taken or communicated properly. Choose the
correct level of communication as applicable to each item. Write only the code on the
appropriate blank.

INTRA-intrapersonal INTERD- interpersonal direct INTERM-interpersonal

mediated INTERG- intergroup MCOMM-mass communication
______1. Pres. Duterte announcing the quarantine status in the NCR
______2. Brgy. 132 officials conducting the orientation via FB live
______3. A convicted criminal seeking for God‘s mercy
______4. Chismosas doing their actual tracing of Covid-19 positive patients
______5. DSWD officials conducting interview with SAP recipients
______6. An elderly desperately waiting for the ayuda
______7. A hospitalized patient talking to his/her child on mobile phone
______8. Supporters of PRD and Dilawan’s clashing in the streets
______9. Miss Philippines answering the final question with the entire world as audience
_____10. An anxious passenger wishing for the traffic to improve

Remember me!
Communication is a two- way process with the sender/ encoder, receiver, channel,
feedback, medium, context and noise as its basic elements while the levels of communication
are: intrapersonal, interpersonal, intergroup and mass communication.

Check your understanding!

Write three important things that you learned from this module.

Most important learning .______________________________________________________

Second most important learning :________________________________________________

Third most important learning : ._________________________________________________

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Post Test!

Direction:
Read the following statements carefully. On the space provided, write YES! if you think
that the statement‘s content was mentioned or implied in the module.

Write NO! if you think that it was not mentioned or implied. You do not have to rush your
answers so, you better think twice. 😊

_____1. Communication occurs everywhere.

_____2. Nobody is not capable of communication.

_____3. Communication is successful when there is feedback.

_____4. Communication takes in many forms.

_____5. Sometimes, informal communication is more effective than the formal.

_____6. The manner by which a message is said can deliver a different meaning of the
message.

_____7. Whatever is a barrier in communication can be considered noise.

_____8. The process of communication involves numerous elements.

_____9. The world is unimaginable without communication.

____10. Communication is either verbal or non-verbal.

Reflection!

You just achieved another milestone in your module learning. At this point, if there is
anything that you want to communicate to your God, what would it be and why?
____________________________________________________________________________________
____________________________________________________________________________________

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