7/5/2019

UNDERSTANDING
COMMUNICATION
Comm20023 Introduction to Communication and Media
BACR 1-2 / AY 2019-2020

Rosa Bella M. Quindoza

Department of Communication Research
PUP College of Communication

Communication is an integral part of

our life.

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■ But is Communication an easy

thing/process?

■ Is Communication all “talk”?

“Communication is not as easy as we

think it is”

■ “ What do you mean”

■ “What you want me to do”?
■ “But I mean to say”
■ “No, No, what I wanted to say”.
■ “Ma’am, I told him several times, but
I don’t know why he does not listen?
Or “I don’t know why he does not do
it”?

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Fail to communicate - GAP

■ Not paying attention
■ Pre-conceived notions about the
speaker
■ Mind reading
■ Passivity
■ Selective listening
■ Interfering

Communication is also…
■ Perception - understanding
– an active process of selecting,
organizing and interpreting
people objects, events,
situations and activities

“What we notice about people and situations

influences how we interpret them…which
directs us to notice certain aspects of the
person or the [situation].”

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Let’s test how

aware you are
Let’s view VIDEO

Have you become

more aware?

Again, let’s view

VIDEO

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Perception
■ We notice
– what stands out;
– what matters to us/is
interesting
– changes
– by talking to ourselves

Perception
■ We organize by
– Prototypes-clearest example of
someone or something
– Constructs-mental yardsticks in
measuring people/situations
– Stereotypes-generalizations about
people/situations
– Scripts- guide to action

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Perception
■ We interpret by
– Attributions-explanations of why
things happen and why people act
as they do
– Self-serving bias-explanations that
serve as interest

Skillful perceiving
enhances communication
■Avoid mind reading
■Check perception with
others
■Distinguish facts from
inferences
■Monitor self-biases

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Communication is also…
■ Listening/Responding by
– Being mindful
– Physically receiving (i.e., hear, see,
read)
– Understanding
– Remembering

“Communication is also done by the

listener”

Obstacles to Effective Listening

 Preoccupations
■ Message
Overload  Prejudgments
■ Message  Lack of effort
Complexity  Not recognizing
■ Environmental diverse listening
distractions styles

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No matter how good you are, it's

always important to know your
audience.

Improving listening skills

■ Stop talking
■ Always look at the person speaking to you
■ Show interest in what the other person is saying
■ Visualize the other person’s viewpoint
■ Speak affirmatively while listening
■ Don’t interrupt
■ Try to discover meaning
■ Use the other persons words while answering
■ Take notes

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Improving listening skills

■ Be mindful
■ Control/manage obstacles
■ Ask questions
■ Use aids to recall
■ Organize information
■ Suspend judgment
■ Try to understand other’s perspectives
■ Express support

Improve listening skills by being an

active listener

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Perceive. Listen. Respond. Understand.

“Communicate”

References

■ Wood, Julia T. (2006). Communication Mosaics. Chapters

3&5.

■ Retrieved from http://rsvpselling.com/content/funny-

communication-clips

■ Retrieved from
http://www.slideshare.net/chrissyustaris/history-of-
philippine-mass-media

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GROUP WORK

GROUP PRESENTATION ON OVERVIEW, HISTORICAL

DEVELOPMENT AND PROSPECTS OF MEDIA IN THE WORLD
AND IN THE PHILIPPINES

*TO BE PRESENTED IN CLASS ON ASSIGNED DATES IN

AUGUST 2019

*WRITTEN REPORT/PRESENTATION TO BE SUBMITTED BY

GROUP

Suggested Outline:
■ Definition/Coverage/Scope
■ Origins/History (world & in the Philippines)
■ Audience (groups of population in the Philippines that
use this medium)
■ Current Developments (how medium advanced with
technology and how it contributed to development of
human communication and mass communication)
■ Prospects/Future of the Medium

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Some Suggested References

■ Maslog, C. (1971). The Philippines mass media. In AMIC Travelling Seminar : 1st, Asia, Sep
5-29, 1971. Singapore: Asian Mass Communication Research & Information
Centre.Retrieved from
http://dr.ntu.edu.sg/bitstream/handle/10220/254/AMIC_1971_09_13.pdf?sequence=1

■ Baran, Stanley J. (2006). Introduction to mass communication: Media literacy and culture.
4th ed. McGraw-Hill Companies.
■ Fang, Irving (1997). A History of Mass Communication: Six Information Revolutions. Boston:
Butterworth-Heinemann. 280 pp.

■ Wilson, J. &S.L.R. Wilson. (1998). Mass Media Mass Culture An Introduction. 4th ed.
McGraw-Hill Inc.
■ Lee, L.T. (n.d.). History and Development of Mass Communications. Retrieved from
http://www.eolss.net/sample-chapters/c04/e6-33-02-01.pdf

■ Office of Curriculum & Instruction/Indiana Department of Education. (2008). Timeline

Major Events in History of Mass Communications.
http://www.doe.in.gov/sites/default/files/curriculum/timeline1.pdf
■ Pooley, Jefferson. (2008). The New History of Mass Communication Research.
■ In The History of Media and Communication Research: Contested Memories, edited by
David Park, and Jefferson Pooley, 43-69. New York: Retrieved from
http://www.jeffpooley.com/pubs/NewHistoryPooley2008.pdf

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