Module 3 | NTC1 Purposive Communication

Aristotle

Developed a linear model of communication for oral communication while exploring the human nature scientifically.

Aristotle’s Model of Communication

This is considered as the first model of communication and was proposed before 300 B.C. It is also the most widely accepted among all communication models.

Aristotle’s Model of Communication

Is mainly focused on speaker and speech. It can be broadly divided into 5 primary elements: Speaker, Speech, Occasion, Audience and Effect.

Aristotle’s Model of Communication

Is a speaker centered model as the speaker has the most important role in it and is the only one active. It is the speaker’s role to deliver a speech to the audience. The role of the audience is passive, influenced by the speech. This makes the communication process one way, from speaker to receiver. The speaker must organize the speech beforehand, according to the target audience and situation (occasion). The speech must be prepared so that the audience be persuaded or influenced from the speech.

Harold Dwight Lasswell

The American political scientist states that a convenient way to describe an act of communication is to answer the following questions: Who, Says What, In Which Channel, To whom, and With What Effect.

Laswell’s Model of Communication

-The process may be analysed through the content sent, the medium used, as well as the effect on the recipient of the message

-This model is similar to Aristotle’s in the sense that both are linear and have the same components, it also differs in that there are 5 variables involved, with the addition of two: medium and effect.

Shannon and Weaver

In 1948, was an American mathematician and electronic engineer with an American scientist, both of them join together to write an article in “Bell System Technical Journal” called “A Mathematical Theory of Communication” .

Shannon-Weaver’s Model of Communication

This model is specially designed to develop the effective communication between sender and 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.

Sender (Information source)

Is the person who makes the message, chooses the channel and sends the message.

(Shannon-Weaver’s Model of Communication)

Encoder (Transmitter)

Is the sender who uses machine, which converts message into signals or binary data. It might also directly refer to the machine.

(Shannon-Weaver’s Model of Communication)

Channel

Is the medium used to send message.

(Shannon-Weaver’s Model of Communication)

Decoder (Receiver)

Is the machine used to convert signals or binary data into message or the receiver who translates the message from signals.

(Shannon-Weaver’s Model of Communication)

Receiver (Destination)

Is the person who gets the message or the place where the message must reach. The receiver provides feedback according to the message.

(Shannon-Weaver’s Model of Communication)

Noise

Is the physical disturbances like environment, people, etc. which does not let the message get to the receiver as what is sent.

(Shannon-Weaver’s Model of Communication)

David K. Berlo

A communication theorist and consultant developed a model named as S-M-C-R Model of communication in 1960 in his book “The process of communication”.

SMCR or SMCRN

Stands for sender of the message, sent through a channel or medium to a receiver. However, it was modified later on to include noise.

Sender

The source of the message or the person who originates the message. The person or source sends the message to the receiver. The following are the factor related to sender and is also the same in the case of receiver.

(David Berlo’s Model of Communication)

Communication Skills

Is a factor that affects the communication process. If the sender is good with this, the message will be communicated better than if the sender’s skills are not good. Similarly, if the receiver cannot grasp the message, then the communication will not be effective. Communication skills include the skills to speak, present, read, write, listening, etc.

(Sender)

(David Berlo’s Model of Communication)

Attitude

Creates the effect of the message. The person’s attitude towards self, the receiver and the environment changes the meaning and effect of the message.

(Sender)

(David Berlo’s Model of Communication)

Knowledge

Familiarity with the subject of the message makes the communicated message have its effect more. Information on the subject matter makes the communicator send the message effectively.

(Sender)

(David Berlo’s Model of Communication)

Social Systems

Values, beliefs, laws, rules, religion and many other social factors affect the sender’s way of communicating the message. It creates difference in the generation of message. Place and situation also fall under social systems.

(Sender)

(David Berlo’s Model of Communication)

Culture

Cultural differences make messages different. A person from one culture might find something offensive which is very much accepted in another culture.

(Sender)

(David Berlo’s Model of Communication)

Message

The substance that is being sent by the sender to the receiver. It might be in the form of voice, audio, text, video or other media. The key factors affecting the message are:

(David Berlo’s Model of Communication)

Content

The whole message from beginning to end is the content.

(Message)

(David Berlo’s Model of Communication)

Elements

Language used and the non verbal things that tag along with the content like gestures, signs, language, etc.

(Message)

(David Berlo’s Model of Communication)

Treatment

The way in which the message is conveyed to the receiver. Treatment also affects the feedback of the receiver.

(Message)

(David Berlo’s Model of Communication)

Structure

Or the way it has been structured or arranged, affects the effectiveness of the message.

(Message)

(David Berlo’s Model of Communication)

Code

The form in which the message is sent. It might be in the form of language, text, video, etc.

(Message)

(David Berlo’s Model of Communication)

Channel

The medium used to send the message. In mass communication and other forms of communication, technical machines might be used as a channel like telephone, internet, etc. But in general communication, the five senses of a human being is the channel for the communication flow and it affects the effectiveness of the channel.

(David Berlo’s Model of Communication)

Receiver

The person who gets the message sent in the process. This model believes that the thinking pattern and all other factors mentioned above must be in sync to that of the sender for the communication to be effective. The message might not have the same effect as intended if the receiver and sender are not similar. The receiver must also have a very good listening skill. Other factors are similar to that of the sender.

(David Berlo’s Model of Communication)

Know your purpose in communicating.

Are you communicating basically to inform, to entertain, or to persuade? While you may have more than one purpose, there is still a more dominant objective or reason why you communicate.
(General Principles Of Effective Communication)

Know your audience.

In both speaking and writing , you should know your audience as it will dictate the speaking or writing style you are going to employ. Consider the age, educational background, profession, culture and other salient features of your listeners or readers.
(General Principles Of Effective Communication)

Know your topic.

Way before you speak, make sure you understand and know what the topic it is that you will be talking about. You need to make sure that you have a lot of information beforehand.
(General Principles Of Effective Communication)

Adjust your speech or writing to the context of the situation.

The environment in which your speech or writing is to be delivered determines the kind of language you will use.
(General Principles Of Effective Communication)

Work on the feedback given to you.

Work on the comments of the listeners/readers. Take kindly to criticisms. You should be prepared when someone disagrees and make sure you have a suitable response towards them.
(General Principles Of Effective Communication)

Be clear with your purpose.

You should know by heart your objective in communicating.
(Principles Of Effective Oral Communication)

Be complete with the message you deliver.

Make sure that your claims are supported by facts and essential information.
(Principles Of Effective Oral Communication)

Be concise.

You do not need to be verbose or wordy with your statements. Brevity in speech is a must.
(Principles Of Effective Oral Communication)

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.
(Principles Of Effective Oral Communication)

Be specific and timely with your feedback.

Inputs are most helpful when provided on time.
(Principles Of Effective Oral Communication)

Be Clear.

about your message. Always be guided by your purpose in communicating.
• Make use of exact, appropriate and concrete words.
• Construct effective sentences and paragraphs.
• Put a limit in the length of a sentence.
• Insert no more than one main idea in a sentence.
(Principles Of Effective Written Communication: The 7 C’s)

Be Concise.

Always stick to the point and do not beat or run around the bush. Be brief by focusing on your main point.
• Eliminate wordy Expressions.
• Include only relevant material.
• Avoid unnecessary Repetition.
(Principles Of Effective Written Communication: The 7 C’s)

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.
• Use specific facts and figures.
• Choose image building words.
• Put action in your verbs.
(Principles Of Effective Written Communication: The 7 C’s)

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.
• Use the correct level of language
• Include only fact words and figures
• Maintain acceptable writing mechanics
• There should be proper grammar, punctuation, spelling and paragraphing.
• Apply the following qualities.
(Principles Of Effective Written Communication: The 7 C’s)

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 ideas. Use transitional or cohesive devices so that the ideas cohere with one another.
• Arrange the words correctly.
(Principles Of Effective Written Communication: The 7 C’s)

Be Complete.

Include all necessary and relevant information so that the audience will not be left wanting any information. Always place yourself in the shoes of the audience, who is always interested to receive new information.
• Provide all necessary information. Use the five W and H questions; WHO? WHAT? WHEN? WHERE? WHY? HOW?
• Answer all questions asked.
• Give extra detail when desirable.
(Principles Of Effective Written Communication: The 7 C’s)

Be Courteous.

The tone of your writing should be friendly. Avoid any overtone/undertone or insinuation to eliminate and misinterpretation.
• Be sincerely tactful, thoughtful and appreciative.
• Use expressions that show respect.
• Choose nondiscriminatory expressions.
(Principles Of Effective Written Communication: The 7 C’s)

Ethics

• Rules of behaviour based on ideas about what is morally good and bad. (Merriam-Webster Dictionary)
• A set of moral principles that may be held by a society, a group, or an individual

Communication Ethics

• It emphasizes that morals influence the behavior of an individual, group, or organization thereby affecting their communication.
• It is important to note that one's behavior should be regulated by honesty, decency, truthfulness, sincerity, and moral uprightness.

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, in turn, the operation of an organization.

2. Provide complete and accurate information. Whether it is needed or not, the data you provide should always be contextualized and correct.

3. Disclose vital information adequately and appropriately. Never conceal or hide information that is necessary for purposes of transparency.

Code of Ethics

-It sets the standards to be observed by a person or a company that will create a good reputation or a positive image not only for an individual but also for the organization.
-Observing a code of ethics is essential as it determines the kind of behavior that is proper and desirable over one that is displeasing and offensive.