Topic 1

The Processes, Principles,

& Ethics of
Communication
Learning Objectives:
At the end of the discussion, you are expected to:
describe the nature, elements, processes, functions, and
importance of verbal and non-verbal communication in various and
multicultural contexts

In this chapter, you will learn about communication: its meaning and its essence
in the life of an individual. You will know the different aspects, types and the
process of communication as well as the elements of communication
processes. Some issues in communication, principles and ethics of
communication are also presented and discussed in this chapter.

Effective communication is vital for success. In every aspect of your life be it in our
personal and family life, in your school, and in the community, you need to
communicate effectively. Your knowledge on the processes, principles and ethics of
communication help you communicate effectively with people that have different
What is Communication?
reliefs, values, attitudes, and background.

Different situations in your life will require to engage in group discussions, make
presentations and interact with different people. If you have poor purposive
communication skills, you will have difficulty in relating with different people in
various situations. Hence, you have to aim to become a thoughtful, effective, and
persuasive communicator.

Take note that every time you speak, you are telling a lot about yourself and your
ideas. If you want to succeed, have a positive impact to others, and be recognized,
YOU HAVE TO STRIVE TO BE AN EFFECTIVE COMMUNICATOR NOW. You
have to equip yourself with the mastery of the communication processes, principles
and ethics so you will not only be prepared in your future jobs, but also for you to be
able to communicate to your teachers, classmates and other people who can help
you in your learning and in achieving your goals.
S. T. L. 10
 The word communication has its Latin root
words Con meaning with; Munus meaning
a business; Communis meaning common;
and Communico meaning to confer or to
relate with one another (Igoy et.al., 2014
as cited by Manzano, et. al. 2018)

Communication is:

- the process of accomplishing a

goal, “with a business to confer or
relate with one another”.

- a human act of sending (verbal or nonverbal; online of offline) and receiving of

messages where interpretations are normally constructed in the process.

What
- are the aspects
a process of communication?
whereby people create and transmit meaning through the exchange of
verbal and nonverbal messages in particular context (Oetzel, 2009:11)

- natural activity of people

Purposive communication, then is an intentional communication that happens within the

bounds of specific contexts. It is a communication applied in a specific setting,
environment, scene, social relations and culture.

The context of communication affects the process of sending and receiving of messages;
semantics or meanings, choice of channels, words and methods of delivery. Context may
include:

1. Settings or environment – family, school, workplace, religious communities

2. Social relationships – friends, husband and wife, parent child, colleagues/boss-

subordinate in the office

3. Scenes which include place, time and occasion – business meeting, job
interview, social gathering – parties, weddings, etc.)

4. Culture – history, tradition, beliefs, norms, values

S. T. L. 11
 1. Communication is integrated in all parts of our lives.

A. Academics

Communication skills are tied to academic success. Students who are good
at writing and speaking perform better not only in the English classroom but
also in the content areas, and all other areas of the learning.

B. Professional
Desire communication skills vary form one career to another. Being able to
communicate well leads to harmonious relationship within the working
organization.
C. Personal
The skill to talk with fluency and write with efficiency may lead to a person's
fortune. Hence, communication has its daily relevance.

D. Civic

“No man is an island”, as the old adage says. Being able to blend within the
community is a satisfying endeavor.

The civic part of our lives is developed through engagement with the
decision making that goes on in our society at the small- group, local, state,
regional, national, or international level.

2. Communication meets needs.

Our physical, instrumental, relational, and identity needs are met through
communication.
Communication is far more than the transmission of information. The exchange
of messages and information is important for many reasons, but it is not enough
to meet the various needs we have as human beings. While the content of our
communication may help us achieve certain physical and instrumental needs, it
also feeds into our identities and relationships in ways that far exceed the
content of what we say.
A. Physical Needs
• The need to communicate keep our bodies and minds functioning.
Communication, which we most often associate with our brain, mouth,
eyes, and ears actually has many more connections to and effects on our
physical body and well-being.

S. T. L. 12
 • Basically, communication can alert others that our physical needs are not
being met.
• Oftentimes, children cry when they are hungry or sick. Their reaction
alerts their caregiver of these physical needs.

B. Instrumental Needs
• Communicating for instrumental needs helps us get things done in our
day-to-day lives and achieve short- and long-term goals. Fulfilling these
goals in ongoing communicative tasks would require us to spend much
time communicating for instrumental needs. Some common instrumental
needs include influencing others, instructing people or giving directions,
getting information we need, or getting support.

C. Relational Needs
• Communication for relational needs helps us maintain social bonds and
interpersonal relationships.
• Communication meets our relational needs by giving us a tool through
which we develop, maintain, and end relationships.

D. Identity Needs
• Communication allows us to present ourselves in a distinct manner.
Identity needs include the need to present ourselves to others and be
thought of in particular and desire ways.

3. Communication is guided by culture and context.

Culture and context influence how we communicate.

4. Communication is learned.

Communication is not innate but it is learned; and it is through human contact.

5. Communication has ethical implications.

Communication ethics concerned with decisions people make about what is

right and wrong.

What are the types of communication?

S. T. L. 13
 1. Verbal communication

- It is a form of transmitting
messages using word
symbols in representing
ideas and objects
- It comes in two forms:
oral and written.
- It includes face-to-face interaction, speaking to someone over the phone,
giving lectures or presenting in conferences, participating in meetings, etc.
- Written communication uses symbols that are hand-written or printed with an
electronic device.
- It includes letters, memos, bulletins, reports, manuals, and emails.
- It focused on the way messages are portrayed.

This means that communication is based on language and use of

expression, the tone in which the sender of the message relays
communication can determine how the message is received and in what
context. The way a message is received is dependent on factors as they
give a greater interpretation for the receiver s to what is meant by the
message. By emphasizing a certain phrase with the tone of the voice,
this indicates that it is important and its meaning is highly considered in
communication.

As Mehrabian (in Richards-Gustafson, 2017) says: “55 percent of

information gathered when people are speaking to each in person is
determined through body language, 38 percent of the information
relayed in a conversation is through tone of voice, and only seven
percent of the words that are spoken are used to understand what is
being said.”

- Factors that Affect verbal communication:

 Tone of voice
 Use of descriptive words
 Emphasis on certain phrases
 Volume of voice

S. T. L. 14
 - Meanings are also taken from nonverbal forms and are better known as non-
verbal cues.
- Examples of nonverbal cues:
 Intonation
 Facial expressions
 Pause
 Hand gestures
 Use of visuals body movement
 Eye contact
- Meanings are also taken from nonverbal forms and are better known as non-
verbal cues.
- Examples of nonverbal cues:
- Intonation
- Facial expressions
- Pause
- Hand gestures
- Use of visuals body movement
- Eye contact

2. Non-verbal communication

- It is a form of communication which refers to the sending of messages to

another person using methods or means other than the spoken language.

- It involves those non-verbal stimuli in a communication setting that are

generated by both the source and her or his use of the environment and that
have potential message value for the source or receiver (Samovar et.al as
cited by Tidwell, 2016).

- It is sending and receiving messages in a variety of ways without the use of

words (Manzano, et.al. 2018).

- Two basic categories (Tidwell, 2016):

1)nonverbal message produced by the body

2) non-verbal messages produced by the broad setting such as time,

space, and silence.

S. T. L. 15
 - Nonverbal communication includes – but is not limited to: touch, volume,
gestures, intonation, glance vocal nuances facial expression dress, context
eye contact (gaze), proximity, pause (silence), posture, formality

- Functions of Nonverbal Communication:

1. Use to repeat the verbal message.

Example: Point in an object while saying it.
2. Often used to accent a verbal message.
Example: Verbal tone indicates the actual meaning of words.
3. Often complements the verbal message but also may contradict.
Examples: a nod reinforces a positive message among American and
Filipinos;
a wink or a frown may contradict a positive message

The Elements of Communication

1. Sender
- Person, group or organization who initiates communication
- May also be called the source, encoder, speaker, writer or communicator
- Initially responsible for the success of the message
- His/her experiences, attitudes, knowledge, skills, perceptions, and culture
influence the message
2. Message

- An element transmitted in communication

- May consist of the idea, opinion, information, feeling, or attitude of the
sender
- Selected written or spoken words and non-verbal language are vital to
guarantee that the message is understood by the receiver as intended by
the sender
- Before encoding the message, the sender must consider the receiver’s
knowledge and assumptions, along with what additional information the
sender wants the receiver to take
- The sender should use a language that is understood by him and mentally
visualize communication from the receiver’s point of view

3. Channel
- Pathway or medium through which the message travels to reach its
destination
S. T. L. 16
 - May be oral, written or visual
- Telephone and various written forms like letters, reports and memoranda
are common channels but visual channels are becoming more common as
technology expands
- May vary depending on the characteristics of communication
- Oral communication channels are more effective when an IMMEDIATE
FEEDBACK is needed because any uncertainties can be cleared on the
spot

4. Receiver

- Person who receives, analyzes, understands and interprets the message

- Can be called the decoder, reader, or listener
- Message is examined by the receiver assigning some type of meaning to it
- Receiver’s knowledge, experiences, beliefs, may influence his interpretation
of the message
- Successful communication takes place when the receiver correctly interprets
the sender’s message
- In giving the response, the receiver becomes the sender of the REPLY to
the encoded message
5. Feedback
- The receiver’s response that provides information to the sender
- The return process in which the receiver provides both verbal and non-
verbal signals to show whether the message is understood or not
- Verbal signals may take the form of a spoken comment or a written
message while the non-verbal signal may be a long sigh, a smile or some
other actions; also lack of response
- Without feedback, the sender cannot confirm that the receiver has
interpreted the message correctly
- This element makes the whole process of communication DYNAMIC, a two-
way interactive event

6. Adjustment
- Happens when the message is distorted or is not clearly understood by the
receiver. Feedback provides the sender to adjust his message or send the
same message but adjust his means of transmission or language to get a
better response or positive feedback.

7. Noise
- A form of a distortion or a barrier, or obstacle that occurs in any of the
phases of the oral communication process
- Certain forms of noise may have a negative impact on the communication
process

S. T. L. 17
 - Common noise includes the use of inappropriate channel or medium,
incorrect grammar, inflammatory words, words that conflict with body
language and technical jargon
- Noise may be visual, aural, physical or psychological in forms may interfere
with or break the whole communication process which may distort hearing
and distract the receiver’s attention

The Communication Process

COMMUNICATION IS

• A PROCESS of MUTUAL interaction of people through sensory STIMULI

• A two-way process which occurs in an orderly and systematic sequence that

involves giving and receiving ideas, feelings and attitudes between two or
more persons and results in a RESPONSE.

• Mode may be oral, written or visual

• As a process, communication begins with the formulation of an idea by the

SENDER who may be a speaker or writer depending on the communication
form, speaker, then, encodes the MESSAGE into a language to be
transmitted through AUDIBLE, VISIBLE or COMPREHENSIBLE symbols to
the RECEIVER, a listener or reader.

• Goal of communication between a sender and a receiver is

UNDERSTANDING of the message being sent; anything that interferes to
the process can be referred as NOISE; response made by the receiver is the
FEEDBACK; and negative feedback is provided with ADJUSTMENT

S. T. L. 18
 The Communication Processes Models

Model – a picture or representation of a thing or process that identifies the key parts of
elements indicates how each affects the operation of all other elements (Gronbeck as
cited by Vinuya, 2016)

S. T. L. 19
Communication Model – is “a sketch or drawing that shows the basic elements of the
communication process, and how each element effects the other elements in the entire
communication process or system” (Vinuya, 2016)

1.

Aristotle defines communication (called RHETORIC in his time) as “the

faculty of observing, in any given case, the available means of persuasion.”
Features:
• A speaker discovers some logical, emotional, and ethical proofs;
• He arranges these materials strategically;
• He clothes the ideas in clear, compelling words; and
• He delivers the resulting speech appropriately.

S. T. L. 20
 2.

The Contextual Cultural communication model is the general model of public

communication
Features:
• The Source – encodes a message for a Receiver to decode;
• The Receiver interprets the message within a meaningful context and
in accordance with cultural expectations;
• Receiver then reacts to the message of the Source; his reaction is
called feedback.
• The Contextual Cultural communication model is the general model of
public communication
• It emphasizes the utmost care in the choice of words when encoding
one’s message. An example is the word FIRE that may have different
meanings depending on the specific CONTEXT or situation when
uttered.
1. FIRE! In a firing range means “start shooting”.
2. FIRE in a crowded theater can mean “the place is burning;
scamper to safety!”
• In this model, context is not the only important in speech
communication; CULTURE is just as important.
• Like in the Philippines, you think twice before you use the words
such as:
 hostess to refer to a lady hosting a party
 GRO (Guest Relations Officer)
 “Maid” or “Servant” will drive away your helpers if you call them
so. "DH” or “domestic helpers” was coined as a substitute.
This model is telling us to ENHANCE UNDERSTANDABILITY OF OUR
MESSAGE, CHOOSE OUR LANGAUGE CODE TO SUIT THE CONTEXT

S. T. L. 21
 OR SITUTAION IN ACCORDANCE WITH CULTURAL EXPECTATIONS OF
OUR TARGET AUDIENCE OR RECEIVER.

3.

Features:

• Sender would be the person giving the message, while the encoder
would be the transmitter which converts the message into signals
Ex. The encoder is the cellphone, and the sender would be the
person calling
• Decoder would be the reception place of the signal which converts
signals into message; when there is no signal, there is difficulty in
decoding the message
• Receiver would be the destination of the message by the sender
which would be the person being called and when there are
problems, or NOISE, that interferes with the message, then, the
receiver would give feedback, which is usually phrased as
‘choppy’.
• Messages are transferred through the use of a channel; in the case
of the cellphones, the channel would be the radio frequencies.
• Message sometimes gets lost because of noise, physical or
psychological, and how feedback is an essential component of
communication to ensure that the message is successfully
received.

S. T. L. 22
 4.

Features:

• Interpreter (encoding/decoding are not automatic processes; both go

through the filter of the interpreter)
• Message may succeed or fail, based on the interpreter’s appreciation
of the message
• There are times when the sender or receiver may apply different
meanings to the same message (called semantic noise)
• For the message to reach the receiver, there must be a common field
of experience between the sender and the receiver.
• Field of experience may constitute culture, social background, beliefs,
experiences, values and rules

S. T. L. 23
 5.

Features:

• It is possible to begin at any of the stages outlines in his model

• Since the model is circular, oral communication is a continuous
process with no real beginning or end
• Feedback, the most important contribution of the model, can only be
processed by the speaker if he/she has been monitoring the audience
or listener, hence, the speaker MUST also pay attention to the
listener’s verbal and non-verbal cues
• Eugene White’s “cycle of communication” is similar if not the same as
that of the CCM.
• Features:
• It is possible to begin at any of the stages outlines in his model
• Since the model is circular, oral communication is a continuous
process with no real beginning or end
• Feedback, the most important contribution of the model, can only be
processed by the speaker if he/she has been monitoring the audience
or listener, hence, the speaker MUST also pay attention to the
listener’s verbal and non-verbal cues
• Eugene White’s “cycle of communication” is similar if not the same as
that of the CCM.
• The Source continuously monitors this feedback and makes
necessary adjustments, either in his language, content, or manner of
speech delivery.
• This way, the Source becomes the listener and the listener-receiver
becomes the Source; and the cycle of communication continues as an
inter-acting process

To conclude:
S. T. L. 24
 • Communication is NOT a simple process that starts with the speaker and ends
with the listener- there are many factors that should be considered.
• Message includes HOW the message is organized and WHAT fields of
experience it comes from should be taken into consideration.
• For the sender, the best communication is the one that involves feedback.
• Noise may severely affect the reception of the message; cultural differences,
technology and interpretation must be considered.
• Pay attention to how people respond to the message and adjust accordingly
rather than be preoccupied with simply expressing yourself.
• Also, communication requires understanding. People involved in communication must
understand what they are saying and hearing.

• It also requires a vast repertoire of skills in intrapersonal and interpersonal

processing, listening, observing, speaking, questioning, analyzing, and
evaluating.
• The use of these processes is developmental and transfers to all areas of life:
home, school, community, work, and beyond. It is through communication that
collaboration and cooperation occur.

Think about this and

share your idea.

Given your background (knowledge, attitude, experiences),

which is the best model that you can use when you deal
with your instructors and classmates?

Steps in the Communication Process

S. T. L. 25
 To communicate effectively, understanding the steps in
this information exchange process is vital

Five steps to the communication process in the

workplace (Schreiner, 2018) 1. CREATION
 Creating the
message is the first step of the process
 Forming the communicative intent where the sender generates an idea
 Requires the individual who is sending the message to decide what he
wants to say and select a medium through which to communicate this
information
 If the medium is written, he must compose a clear and concise message;
if medium is oral, he must plan a clear spoken message

2. TRANSMISSION
 May be as simple as meeting with the intended recipient of the message
and orally sharing the message or calling the individual to communicate
orally over the phone
 If message is print, it may include distributing memo or sending an email
 The number of individuals that the message must reach will influence the
transmission, as individuals will be less likely to use face-to-face
Transmission if they must share the message with several people

3. RECEPTION
 After the message has been transmitted, the communication duties
change hands and fall upon the receiver of the message
 The individual must obtain the message either from the written format the
sender selected or by listening carefully as the message is delivered
orally

4. TRANSLATION
 The recipient must translate the message into terms that she/he can
easily understand

S. T. L. 26
  Must listen to or read the message in question and paraphrase it within
his/her head, turning the potentially complex contents of the message
into more manageable and meaningful components

5. RESPONSE
• Recipients take the lead in concluding the communication process by
crafting a response to the message
• Response may be verbal and immediate or may be a written response
that either expands upon the message or simply indicates receipt of the
message in question

Issues in Communication

1. Content
 Refers to the information and experiences that are provided to the receiver of
the communication process
 What the receiver derives value from
 Expressed in medium like speech, writing or visuals which may be delivered in
various media including the internet, radio, television, magazines, books or
pertinent documents like letters, reports, memoranda, etc.
 Must be expressed in language that makes grammatical sense
 Must be tailored or edited for the public to ensure effective communication

2. Process
 The way the message is presented or delivered
 Non-verbal elements in speech such as tone of voice, the look in the sender’s
eyes, body language, hand gestures, and state of emotions such as anger,
fear, uncertainty, and confidence can be detected

3. Context
 The situation or environment in which the message is delivered
 Contextual factors that can influence the effectiveness of the message include
the physical environment like a patient’s bedside, doctor’s clinic, lawyer’s
office; cultural factors such as international cultures and organizational
cultures; development factors like being a second-or third-year student, an
experience in the OJT and a stage of clinical procedures

S. T. L. 27
 Principles of Communication

1. Principle of Clarity
 Information or message should be coded or worded clearly
 No ambiguity in the message for it to be understood
 If the message is written, it should be ‘writer responsible’ and if it is spoken, it
is ‘speaker responsible’
 The obligation of the writer or speaker to make the message clear by using
simple words, following rhetorical structure, adhering to language forms and
mechanics that foster comprehensibility

2. Principle of Attention
• Receiver’s attention should be drawn to the message to make the
communication effective
• Consider that people are different in several aspects like in their behavior,
attention, emotion, preference, culture, belief, and principle so they
RESPOND differently to the message
• For one to be an effective communicator, there is a need to juxtapose content
or message, grammar, and pronunciation, henceforth, creating a balance
between content and performance
3. Principle of Feedback
• Feedback guarantees the satisfaction of the sender
• In a situation when the message or medium requires improvement, the
feedback is necessary to make the sender informed about the adjustment of
the communication process
4. Principle of Informality
• In business and professional contexts, formal communication is generally
used for transmitting messages and other information
• However, informal communication may prove effective in situations when
informal communication may not achieve its desired results
5. Principle of Consistency
• Communication should always be consistent with the policies, plans,
programs, and objectives of the organization and not in conflict with them
• If the message and communication are against the policies and programs,
there would be confusion in the minds of the subordinates, and they may not
be able to implement them properly

S. T. L. 28
 6. Principle of Timeliness
• Timeliness and speed of transmission significantly contribute to the
communication process
• Communication should be done in real time so that it helps in implementing
plans
• Any delay in communication may not serve any purpose rather decisions
become of historical importance only
7. Principle of Adequacy
• Communicated information should be adequate and complete in all aspects
• Inadequate information may delay action and create confusion
• May also affect the efficiency of the receiver
• Adequate information is essential to take proper decisions and make action
plans

Communication Ethics

Communication ethics

• deals with the behavior of an individual or a group which is governed by their

morals and in turn affects communication
• integrated into academic, professional, personal and civic contexts
• communication has ethical implications (one should take the importance of
ethical listening, avoiding plagiarism, presenting evidence ethically, and
applying ethical standards to mass media and social media)
• National Communication Association (NCA) CREDO FOR ETHICAL
COMMUNICATION was approved by the NCA Legislative Council in November
1999
• Reminds us that communication ethics is relevant across contexts and applies
to every channel of communication
• Ethical communication is fundamental to responsible thinking, decision making,
and the development of relationships and communities within and across
contexts, cultures, channels and media
• Ethical communication enhances human worth and dignity by fostering
truthfulness, fairness, responsibility, personal integrity, and respect for self and
others
Three-part guide for ethical business communication:

1. Be honest.
2. Be respectful.
S. T. L. 29
 3. Show sensitivity to cultural differences

Communication Ethics in the Academic Context

1. Writing should be done carefully

 Appropriate documentation or citation of sources should be upheld to
avoid plagiarism

 Plagiarism (Instrument of Judicial Governance) is the intentional

representation of another person’s words, thoughts, or ideas an one’s own

2. Uphold research ethical standards

 Guideline should be observed to avoid misconduct of research and to
screen data that are not allowed for publication

 Necessary that there is RESPECT to the research participant’s right to

privacy

 Confidentiality of information from interviews, observations, documents

shall be observed at all times and information links specific to individuals to
specific information shall not be released
3. When dealing with the faculty and staff, students should show their
respect toward them by showing politeness, humility, honesty and
sincerity

Example: If you consulted a teacher regarding your thesis proposal and

promised to get her/him as your adviser, you should be true to your words

4. Transactions or communication plans should follow a protocol for their

acceptance or approval

Example: Before reporting an irresponsible teacher to the president of the

university, the complainant should prepare a letter of complaint to formalize
the complaint. Letter should not be directly submitted to the president; the
complainant should submit it to the immediate supervisor before moving the
case up to the level of the president. In this case, the problem might be solved
at the level of the immediate supervisor before it reaches the president.

5. Never tell a lie or misrepresent facts to your teachers, classmates, or to

people.

Example: If you lied out for not receiving the email from your classmate, it is
definitely communicating unethically.

Aesop tells: Even when liars tell the truth, they may not be believed.
S. T. L. 30
Your Learning Task

1. Choose one communication model and explain its process of communication

employing the different principles of effective communication.
2. Which is more important and useful, the verbal or non-verbal communication.
Why?

Note: Recitation will be done via phone call/videocall. The following are the criteria
for evaluating your speech:

Content Organization Verbal cues

Non-verbal Communication Linguistic Spillover

S. T. L. 31
 Topic 2
COMMUNICATION AND
GLOBALIZATION

Learning Objectives:
At the end of the discussion, you are expected to:
explain how cultural and global issues affect communication; and
identify to appreciate the impact of communication on society
and the world.

Communication was defined in the previous chapter as an exchange of

ideas regulating the various elements, processes, principles and ethics.
In this chapter, you will learn the communication requirement for an
individual to perform and manifest in the rea world. You will also learn the
link between communication and globalization. Hence, communication
competence is underscored since it has been the goal of any English
language classroom and has become a focus in the higher education.

What you will do…

1. Study the texts on Communication and Globalization from the book

PURPOSIVE COMMUNICATION: For College Freshmen by B.A. Manzano,
M.V.P. Arador, & M.A.P. Ladia pages 33 to 52. (The scanned copies are
provided/appended in the following pages)

2. Take note of the answers for the following questions:

a.  What is globalization? What are its major trends?

b. How is communication executed in the past and in 21 st Century?

c. How does globalization affect communication and vice versa?

d. What are the impacts of communication on society?

e. What are the expected skills of college graduates?

3. Team up with 4 of your classmates and discuss your answers with their
answers. Finalize your answer for each of the question.
S. T. L. 32
 4. Send/email your final answers to your learning facilitator with the names of the
members of your group.

5. Prepare for an oral activity/recitation. Any member of your group may be

selected to answer a question; hence make certain that all the members of the
group are familiar with the answers.

6. Since this is a performance activity, your grades will be based on your ability to
discuss and answer the questions thrown to you. Follow up questions may be
given for the purpose of clarification.

Assessment

A question will be posted and anyone can volunteer to answer the question. The
facilitator will pick anyone if there is no volunteer. The answer shall be scored
based on the following criteria:

 Content

 Organization

 Verbal Cues

 Nonverbal cues

 Linguistic Spill over

What is Globalization?

Globalization, as defined by the business dictionary, is the worldwide movement

toward economic, financial, trade, and communications integration. Globalization is the
word used to describe the growing interdependence of the world’s economies,
cultures, and populations, brought about by cross-border trade in goods and services,
technology, and flows of investment, people, and information. Countries have built
economic partnerships to facilitate these movements over many centuries.

In communication, globalization means the increase in the social connectedness or the

expansion of one’s social community and the mutual reliance or dependence of
peoples and nations; the evolution of a language that could be understood by most

S. T. L. 33
countries; and the development of the global communication skills or the ability to send
messages across cultures through the four macro skills and the use of non-verbal
communication.

Cultural Diversity refers to people from different cultures or nations respecting each
other’s differences. This respect of differences is a result of their understanding of the
cultural differences they have; how people process communication; the way other
people speak; and how these people see and understand the world around them.

Communication Style

- Is the way you use your verbal and non-verbal skills in communicating your
message to your recipient. Communication styles can also be direct or indirect;
self-effacing; and elaborated or understand.

1. Direct or indirect. It is a direct communication style if messages reveal the

speaker’s true intention or understated.

2. Self- enhancing or self-effacing. It is a self-enhancing communication style if the

message promotes positive aspects of self and self-effacing if the message
deemphasizes aspects of self.

3. Elaborated or understated. It is an elaborated communication style if there is a use

of rich expressions and understated if there is an extensive use of silence, pauses, and
understatements.

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