PURPOSIVE COMMUNICATION and wrongness of certain actions and to the goodness
and badness of the motives and ends of such actions
ELEMENTS OF COMMUNICATION
1. Sender/Encoder – the sender is also known as the
encoder who decides on the message to be sent
2. Medium – It is the immediate form which a message
takes. It can be communicated in the form of a letter,
an email, or face to face in the form of speech.
3. Channel – It is responsible for the delivery of the
chosen message through the use of internet, post
office, radio and others
4. Receiver – Responsible for extracting, decoding and
providing feedback to the sender
5. Feedback – Determines whether or not the decoder
grasped the intended meaning and whether the
communication was successful
6. Context – The context of communication is the
environment surrounding it such as things, places, time,
event and the attitudes of the sender and the receiver
7. Noise – Anything that gets in the way of the message
being accurately received, interpreted and responded
to
8.
BASIC PRINCIPLES OF COMMUNICATION
 Know your audience
 Know your purpose
 Know your topic
 Anticipate objection
 Present a rounded picture
 Achieve credibility with your audience
 Follow through on what you say
 Communicate a little at a time
 Present information in several ways
 Develop a practical and useful way to get
feedback
 Use multiple communication techniques
COMMUNICATION ETHICS
COMMUNICATION – act or process of communication;
fact of being communicated; the imparting or
interchange of thoughts, opinions or information by
speech, writing or signs
ETHICS – a system of moral principles; deals with values
relating to human conduct with respect to the rightness
COMMUNICATION ETHICS
- The principle governing communication, the
right and wrong aspects of it, the moral-
immoral dimensions relevant to interpersonal
communication are called the ethics of
interpersonal communication
- Maintaining the correct balance between the
speaking and listening
- The legitimacy of fear and emotional appeal
- Degree of criticism and praise
- A death or an overdose of either of the factors
could result in unfavorable consequences
- The principle of honesty on both sides should
be completely applied because any amount of
insincerity from either the listener or the
speaker would not be prudent
FUNDAMENTALS OF ETHICAL COMMUNICATION
 Responsible thinking
 Decision making
 Development of relationships and communities
- Contexts
- Cultures
- Channels
- Media
UNETHICAL COMMUNICATION – Threatens the quality
of all communication and consequently the well-being
of individuals and the society
PRINCIPLES OF ETHICAL COMMUNICATION
 Advocate truthfulness, accuracy, honesty and
reason as essential to the integrity of
communication
 Endorse freedom of expression, diversity of
perspective and tolerance of dissent to achieve
the informed and responsible decision-making
fundamental to a civil society
 Strive to understand and respect other
communicators before evaluating and
responding to their messages
 Promote access to communication resources
and opportunities as necessary to fulfill human
potential and contribute to the well-being of
the families, communities and society
 Promote communication climates of caring and
mutual understanding that respect the unique
needs and characteristics of individual
communicators
  Condemn communication that degrades
individuals and humanity through distortion,
intimidation, coercion and violence and through
the expression of intolerance and hatred
 Being committed to the courageous expression
of personal convictions in pursuit of fairness
and justice
 Advocate sharing information, opinions, and
feelings when facing significant choices while
also respecting privacy and confidentiality
 Accept responsibility for the short and long-
term consequences for our own communication
and expect the same of others
INTERPERSONAL COMMUNICATION ETHICS
INTERPERSONAL COMMUNICATION – refers to
communication with another person. This kind of
communication is subdivided into:
 Dyadic communication
 Public communication
 Small-group communication
4 PRINCIPLES OF INTERPERSONAL COMMUNICATION
 Inescapable
 Irreversible
 Complicated
 Contextual
- Psychological context
- Relational context
- Situational context
- Environmental context
- Cultural context
FUNCTIONS OF INTERPERSONAL COMMUNICATION
 Gaining information
 Building a context of understanding
 Establishing identity
 Interpersonal needs
- Inclusion
- Control
- Affection
DISTANCE
 Provides necessary space for each
communicative partner to contribute to the
relationship
 Is interpersonal space that nourishes the very
thing that keeps persons together
interpersonally-relationship
 Is an ethical responsibility, not a flaw or a
limitation
 The importance of distance keeps us from
equating interpersonal communication with
ever more closeness
INTERPERSONAL RESPONSIBILITY
 Begins with each person’s commitment to
active care for the interpersonal relationship,
owned by neither and nurtured with or without
the support of the other
 Adheres to the insight of Emmanual Levinas,
abandoning the expectation of reciprocity for
attentiveness to a call to responsibility with or
without the approval of the other
 Involves:
- Caring for an interpersonal relationship.
As one seeks a path in life,
interpersonal relationship responsibility
invites a balance between distance and
closeness in each relationship, which
defines the quality of our interpersonal
lives (Stewart, 2006).
o Sympathy
o Empathy
ETHICAL FRAMEWORKS
DEONTOLOGICAL ETHICS
 The most frequented basis of our decision
making process, expressing a commitment to
the most basic principles
 It is regarded as universal, always applicable
whatever the circumstance is
 We follow these rules since we think of them as
duties
UTILITARIAN ETHICS
 Focuses on the results and whether or not it
would benefit the majority
 Utilitarianism focuses on the consequences of
each action or decision
VIRTUE ETHICS
 Concerned with moral character and places
more weight or value on the dignity of an
individual and a humanity’s task of caring for
one another
 It emphasizes character as opposed to duty or
consequence
SITUATIONAL OR CONTEXTUAL ETHICS
 There is no absolute approach to situations,
each situation should be addressed as different
from each other
 Every problem should be evaluated in its
particular context or situation
UNETHICAL COMMUNICATION IN THE WORKPLACE
TYPE & EXAMPLE
 Coercive – intimidation and threatening others
 Destructive – backstabbing and inappropriate
jokes
 Deceptive – euphemism and lying
 Intrusive – eavesdropping, tapping telephones
or monitoring internet use
 Secretive – hoarding information and cover-ups
 Manipulative-exploitative – acts which attempt
to gain compliance or control through
exploitation
FREEDOM OF EXPRESSION
 It is a basic human right. It refers to right to
freedom of expression including the freedom to
seek, receive, and impart information and
opinions of any kind in any form
 Internationally, freedom of expression is
protected under the Universal Declaration of
Human Rights and the International Covenant
of Civil and Political Rights
 Used to seek answers and express opinions
ETHICAL FREEDOM OF EXPRESSION
 Freedom of expression must be balanced
against society’s need to maintain order,
protect general welfare and public morality
 There should be limits to free expression, but
only when it involves harm to others
 People should refrain from hate speech, the
public use of derogatory and offensive language
denigrating others, particularly on the basis of
race, ethnicity, gender and/or sexual
orientation
MASS COMMUNICATION
 It is used to describe the various means by
which individuals and entities relay information
through mass media to large segments of the
population at the same time
 It is the mass production of messages or
information that is intended to reach a large
amount of people
 Uses mass media such as newspapers, TV,
radio, books, etc.
MASS COMMUNICATION ETHICS
 Truth
 Censorship
 Laws
 Privacy
 Appropriateness
 Sensitivity to other cultures
 Respect dignity, privacy and well-being of a
person
ETHIC CODES
 Ethic Codes (or Ethical Codes) are moral
guidelines that are used to help assist people in
making decisions, to tell the difference between
‘right’ and ‘wrong’ and to utilize this
understanding to make ethical chouces
 There are 3 levels:
o Code of ethics (social issues)
o Code of conduct (influence to behavior
of employees)
o Code of practice (professional
responsibility)
CORPORATE CODES OF ETHICS
 Honesty – professional communicators are
honest, accurate and candid in all
communications. This practice encourages the
free flow of important information in the
interest of the public
 Confidentiality – protecting the confidences and
privacy rights of employees and customers is
the duty of professional communicators.
Additionally, they must abide by legal
requirements for disclosing information that
affect the welfare of others
 Credit – give due credit to those who you get
ideas from
 Free Speech – principles of free speech and free
ideas should be encouraged
 Courtesy – sensitivity to cultural values and
beliefs are crucial
ARTICLES
 TITLE: “How Do We Communicate in a
Multicultural World? Four Styles of How
Cultures Handle Conflict”
Contributor/Author: Esme Aston
Date: June 26, 2017
 Hammer’s 2003 Intercultural Conflict Style (ICS)
– 4 interpretation of various communication
style
 ICS Model rely on 2 spectrums
o Verbal Directness
o Emotional Expressiveness
4 CATEGORIES:
1. The Discussion Style
- Verbally direct
- Less emotionally expressive
- Direct, rational arguments, limit the
expression of personal feelings
- European-American, Australian,
Northern European
2. The Engagement Style
- Highly direct
- Emotionally expressive
- African American, Southern Europe,
Cuba, Nigeria, Russia (Hammer 2009)
3. The Accomodation Style
- Low on directness
- Low on emotional expressiveness
- Sensitive to people’s feelings and
considerate of others’
- Body language, tone, words
- Mexico, Native American, Somalia,
Japan, Thailand
4. The Dynamic Style
- Emotionally expressive
- Less direct
- Arab Middle Eastern, Pakistan
TITLE: Cross-Cultural Communication Styles:
High and Low Context
Author: Matthew Maclachlan
Date: Feb 12, 2010
 The concept of high context and low context
refer to how people communicate in different
cultures. Differences can be derived from the
extent to which meaning is transmitted through
actual words used or implied by the context.
HIGH CONTEXT
 Implies that a lot of unspoken information is
implicitly transferred during communication.
 Saudi Arabia, Mexico, Japan, Middle East
 Importance on long-term relationships and
loyalty; have fewer rules and structure
implemented
LOW CONTEXT
 Implies that a lot of information is exchanged
explicitly through the message itself and rarely
is anything implicit or hidden
 UK, Germany, Switzerland, US
 Short-term relationships, follow rules and
standards closely and are generally very task-
oriented
When doing business in a high context culture such as
Mexico, Japan or Middle East, you might encounter the
following:
- Misunderstanding when exchanging
information
- Impression of a lack of information
- Large amount of information is provided in a
non-verbal manner, e.g. gestures, pauses, facial
expressions
- Emphasis on long term relationships and loyalty
- ‘Unwritten’ rules that are taken for granted but
can easily be missed by strangers
- Shorter contracts since less information is
required
When doing business in a low context culture such as
Germany, Switzerland or the US, you might find the
following:
- All meaning is explicitly provided in the message
itself
- Extensive background information and
explanations are provided verbally to avoid
misunderstandings
- People tend to have short-term relationships
- People follow rules and standards closely
- Contracts tend to be longer and very detailed
High Context
- Indirect and implicit messages
- Polychronic
- High use of non-verbal communication
- Low reliance on written communication
- Use intuition and feelings to make decisions
- Long-term relationships
- Relationships are more important than
schedules
- Strong distinction between in-group and out-
group
Low Context
- Direct, simple and clear messages
- Monochromic
- Low use of non-verbal communication
- High reliance on written communication
- Rely on facts and evidence for decisions
- Short-term relationships
- Schedules are more important than
relationships
- Flexible and open
MODULE 2
Essays:
 “Flight from Conversation” by Sherry Turkle
 “Communication and Globalization – A
Challenge for Public Policy” by Marc Raboy
Ted Talk:
 “Connected, but Alone” by Sherry Turkle (from
the essay)
 “Wiring a Web for Global Good” by Gordon
Brown
 “How Social Media Can Make History” by Clay
Shirky
WIRING A WEB FOR GLOBAL GOOD (GORDON BROWN)
KEY POINTS:
 The power of the moral sense combined with
technology can change the world; fairness and
responsibility across generations; creating
institutions
 We can use today’s interconnectedness to
develop our shared global ethic and work
together to confront the challenges of poverty,
security, climate change and the economy
 The power to organize and take collective
action to deal with the problem or an injustice
that we want to deal with
 Global challenges that need global solutions
and the creation of a truly global society
CONNECTED BUT ALONE (KELLY TURKLE)
 Technology are little devices that are
psychologically powerful – They don’t only
change what we do; they change who we are
 Being alone together
 People want to customize their lives; control
over where they put their attention
 GOLDILOCKS EFFECT: not too close, not too far,
just right
 Technology let us present the self as we want to
be. We get to edit/delete/retouch
 Human relationships are rich, messy and
demanding and technology clears/edits that
 Small sips of connection don’t work for learning
about each other, to know and understand each
other
 We use conversations with each other to learn
how to have conversations with ourselves
 Flight from conversation can compromise our
capacity for self-reflection
 Technology appeals to us most when we are
most vulnerable; we’re lonely but we’re afraid
of intimacy
 We turn to technology to help us feel
connected in ways we can comfortably control
 “I share, therefore I am” – We use technology
to define ourselves by sharing our thoughts and
feelings even as we’re having them
 You end up isolated if you don’t cultivate the
capacity for solitude – the ability to be
separated to gather yourself
 Technology is making a bid to redefine human
connection
HOW SOCIAL MEDIA CAN MAKE HISTORY (CLARY
SHIRKY)
 Media landscape in which innovation is
happening everywhere and moving from one
spot to another
 Curious asymmetry: the media that’s good at
creating conversations is no good at creating
groups and the media that’s good at creating
groups is no good at creating conversations
BIG CHANGES
1. The internet is the first medium that has native
support for groups and conversation at the
same time
o Phone: one to one
o TV/Book: one to many
o Internet: many to many patterns
2. As all media gets digitized, the internet also
becomes the mode of carriage for all other
media - every form of media is right next door
to every other medium
3. Members of the former audience can now also
be producers and not consumers
 Media is global, social, ubiquitous and cheap.
Audience can talk back. Former consumers are
 now producers. Audience can talk directly to  Interconnectedness of the people in a global
one another. There are more amateur than scale (Henson, 2018)
professionals.
IMPACT (2 major, another 2)
FLIGHT FROM CONVERSATION (KELLY TURKLE)
 Global connection in a virtual world require
 We expect more from technology and less from people to understand
one another and seem increasingly drawn to  Dynamics of long distance
technologies the illusion of companionship  Impact of culture on manners, body language,
without the demands of relationship communicating with people on the other side
through technology
3 POWERFUL FANTASIES OF DEVICES
OTHER
1. That we will always be heard
2. That we can put our attention whenever we  Virtual Communication
want it to be o Anytime, anywhere without actual face
3. That we never have to be alone time
 Video Conference Calls
COMMUNICATION AND GLOBALIZATION – A
o See virtually even though far apart
CHALLENGE FOR PUBLIC POLICY (MARC RABOY)
SOCIAL MEDIA
 A key feature of globalization is the systematic
integration of private transnational industry in  Web-based and mobile communication
discriminating processes  Let’s people interact with each other and build
networks
GLOBALIZATION DEFINED:
DIFFERENT FORMS / CLASSIFICATION SCHEME
1. The diminishing sovereignty of natural states
2. The increasing integration of the world 1. Collaborative Projects (Wikipedia, blogs,
economy microblogs)
3. The technologically-based shrinking of time and 2. Content Communities (youtube)
space 3. Social Networking Sites
4. The passing of received ideas about identity 4. Virtual Game worlds (World of Warcraft)
o Emergence of new cultural 5. Virtual Social Worlds
hybridizations, diasporic communities 6. Other technology
and a delinking of cultural issues from o Picture sharing (instagram, snapchat,
geographic territories pinterest)
5. The emergence of new locally-based network o Vlogs
6. The establishment of a new framework for o Wall posting
global governance o Email
o Instant messaging
3 POSSIBLE APPROACHES TO INTERNET REGULATION
o Music-sharing (soundcloud)
a. A self-regulating market o Crowdsourcing
b. National regulation o Voice over IP
c. International regime
7C (Richman, 2010)
4 MODELS TO THE REGULATION ACCESS TO
1. Communicating – conveying information
COMMUNICATION
2. Cause-support – solve societal problems and
a. The Libertarian Model raise awareness messages, support groups
b. Self-regulation aimed to help calamity
c. The closed cub or top-down institutional model 3. Competitive – participation in competition,
d. The long march through the institutions contests, judging process, announcement of
winners in social media
GLOBALIZATION
 4. Communication research – topics can be further oOther media – means of production are
studied from different social media based typically government or corporate
resourced database for online or internet-based ownership
research 5. Usability
5. Connecting others – matches people together o Social media – modest skills; anyone
based on similar interests (dating sites) with can operate tools of social media
trained moderator for civil participation o Other media – requires specialized skills
6. Client Service – social media can be a place and training
where people market goods, file complaint 6. Immediacy
(shopee, lazada) o Social media – virtually instantaneous
7. Community Service – social media can create a high speed
sense of community by “connecting others” by o Other media – long time lag between
using shared interests to build communities media and messages
without a third-party platform 7. Permanence
o Social media – can be altered
FUNCTIONS OF SOCIAL MEDIA immediately by comments, editing,
deleting
1. Presence – the event to which users know if
o Other media – cannot be altered once
others are available
created
2. Sharing – the extent to which users exchange,
distribute and receive content PROPER USES OF SOCIAL MEDIA
3. Identity – the extent to which users reveal
themselves 1. Know your intentions
4. Relationships – the extent to which users relate 2. Be your authentic self
to each other 3. If you tweet, be kind
5. Conversation – the extent to which users 4. Offer random tweets of kindness
communicate with each other 5. Experience now, share later
6. Groups – the extent to which users are ordered 6. Be active, not reactive
to form communities 7. Respond with full attention
7. Reputation – the extent to which users know 8. Use mobile social media sparingly (less)
the social standing of others and content 9. Practice letting go
10. Enjoy social media
SOCIAL MEDIA COMPARED TO OTHER MEDIA

1. Quality
o Social Media – high variance of quality
from very high to low or abusive form
o Other Media – mediated by the
medium like quality control in
publishing
2. Reach
o Social Media – more decentralized with
multiple points
o Other Media – centralized framework
for media infrastructure
3. Frequency
o Social media – no determined
frequency using social platforms
o Other media – programmed frequently
like a TV program or news production
4. Accessibility
o Social media – generally available to
public at little or no cost