PURPOSIVE COMMUNICATION

TOPIC 1
DEFINITION OF COMMUNICATION
LEARNING OUTCOMES:
During the learning engagements, the learners are able to:
1. define what is communication;
2. identify and explain the various communication modes and how they help in expressing one‘s
communication intent;
3. distinguish the difference between and among the communication modes; and
4. use these communication modes appropriately depending on the context of the communication
situation.
INTRODUCTION

Communication can be defined as the process of transmitting information and common understanding from
one person to another (Keyton, 2011). The word communication is derived from the Latin word, ―communis”,
which means common. In our everyday living, for a communication to be effectively transmitted, elements of
communication must be present and these include a.)Speaker, b.)Message, c.) Receiver, d.)Channel,
e.)Feedback, and f.) Communicative Situation.

What is Language?
Language is a wonderfully rich vehicle for communication. It is a system of conventional spoken,
manual, or written symbols by means of which human beings, as members of a social group and participants
in its culture, express themselves. The functions of language include communication, the expression
of identity, play, imaginative expression, and emotional release. It has a system of rules (also known as
grammar), a sound system (phonology), and a vocabulary (lexicon). These are the requirements for identifying
a means of communication as a language. When people use language, they can understand each other because
they belong to the same speech community. They can understand each other because in their speech
community, people share the same set of rules in the language system. While growing up, people acquire the
languages used by those in the community. This is the process of language acquisition. The languages
acquired while growing up are known as mother tongues, which may also be referred to as first language.
People discover later on that other language are needed various reasons. These other languages may be
referred to as second language. People learn these languages by studying formally in school or informally on
their own. This is a process of language learning.

What is Communication?
Communication as a term takes on different contexts resulting in people having different views in
communication types. Since communication is generally defined as the exchange of thoughts, ideas, concepts
and view between or among two or more people. Context is the circumstances or environment in which
communication takes place. Such circumstances may include the physical or actual setting, the value positions
of a speaker/listener, and the relevance or appropriateness of a message conveyed. It focuses on certain
communication process and even groupings of people that constitute a communication situation. Different
contexts can impact one‘s communication. Each communication type is governed by a particular

1
 PURPOSIVE COMMUNICATION

circumstance. Hence, it is essential to pay attention and interplay of factors surrounding the context of
communication which may be physical, cultural, social, and psychological in nature.

TYPES OF COMMUNICATION ACCORDING TO MODE

A message may be impart through these types; verbal-non-verbal and visual. While communication is often
thought of as verbal, the non-verbal mode is equally essential as it enhances one‘s message.

 VERBAL-NON-VERBAL COMMUNICATION
Effective communication calls for the blending of these two types. One cannot be separated from the
other. For example, door-to-door sales persons who demonstrate product knowledge can only be
effective if they know how to properly punctuate what they say with proper gestures and facial
expressions. Their communication with the customer begins upon greeting him/her with a welcoming
smile then assessing customer needs and answering customer queries enhanced by gestures and a friendly,
happy and pleasant disposition. It is through this mode that sales pole with excellent communication
skills are able to provide the best information needed, by that means convincing the client to patronize
their products.

 VISUAL COMMUNICATION
Visual communication, on the other hand, is the type of communication that uses visuals to convey
information and/or messages. Some examples are signs, symbol, imagery, maps, graphs, charts, diagrams,
pictograms, photos, drawings or illustrations, and even various forms of electronic communication.
Visual communication now occupies an important place in any work environment. For instance, during
presentations, instructors, managers, doctors, lawyers, legislators and the like use visuals to transfer data
into digestible information. Very likely, they have greater success in catching the attention of the audience
making the latter easily recall the information. What makes visual communication even more advantages
is that it makes use of communication even more advantages is that it makes use of technology that
provides apps( applications), videos and images that rely less on the printed word making presentations
more interesting. This leaves a powerful effect on the audience and prospective clients.
Speakers/presenters should be mindful of the content of their presentation since wrong and irrelevant
information may lead to miscommunication. Likewise, they should pay attention to graphic elements,
such as position, color, size, shape and orientation as all these play an important role in the presentation
of slides. Audience size should be considered as well when preparing slide presentations or other forms
of visuals.

TYPES OF COMMUNICATION ACCORDING TO CONTEXT

In this sub-section, context in communication is referred to as composite of people interacting with each
other. Communication may also be classified according to context: (1) intrapersonal; (2) interpersonal

 INTRAPERSONAL COMMUNICATION
The Latin prefixes intra-means within or inside. Intrapersonal communication then means talking to
oneself. Some label it as self or inner talk, inner dialogue. Psychologists call it with other names such as
self-verbalization or self-statement. Intrapersonal communication can be defined also as communication
with one‘s self, and that may include self-talk, acts of imagination and visualization, and even recall and

2
 PURPOSIVE COMMUNICATION

memory (McLean, 2005). You read on your phone that your friends are going to have dinner at your
favorite restaurant. What comes to mind? Sights, sounds, and scents? Something special that happened
the last time you were there? Do you contemplate joining them? Do you start to work out a plan of
getting from your present location to the restaurant? Do you send your friends a text asking if they want
company? Until the moment when you hit the ―send‖ button, you are communicating with yourself.
Communications expert Leonard Shedletsky examined intrapersonal communication through the eight
basic components of the communication process (i.e., source, receiver, message, channel, feedback,
environment, context, and interference) as transactional, but all the interaction occurs within the
individual (Shedletsky, 1989). From planning to problem solving, internal conflict resolution, and
evaluations and judgments of self and others, we communicate with ourselves through intrapersonal
communication. All this interaction takes place in the mind without externalization, and all of it relies on
previous interaction with the external world.

 INTERPERSONAL COMMUNICATION
Interpersonal communication can be defined as communication between two people, but the definition
fails to capture the essence of a relationship. This broad definition is useful when we compare it to
intrapersonal communication, or communication with ourselves, as opposed to mass communication, or
communication with a large audience, but it requires clarification. The developmental view of
interpersonal communication places emphasis on the relationship rather than the size of the audience,
and draws a distinction between impersonal and personal interactions. Family for many is the first
experience in interpersonal relationships, but as we develop professionally, our relationships at work may
take on many of the attributes we associate with family communication. We look to each other with
similar sibling rivalries, competition for attention and resources, and support. The workplace and our
peers can become as close, or closer, than our birth families, with similar challenges and rewards. To
summarize, interpersonal relationships are an important part of the work environment.
SYNTHESIS
 Language is a system of conventional spoken, manual, or written symbols by means of
which human beings, as members of a social group and participants in its culture, express themselves.
 Communication is defined as the process of transmitting information and common
understanding from one person to another.
 There are two types of communication according to mode: 1. Verbal and Non-verbal
communication; 2. Visual Communication
 Two types of communication according to context: 1. Intrapersonal Communication; 2.
Interpersonal Communication

TEST YOURSELF!
INSTRUCTION: Choose and encircle the best answer below.

1. It is define as the process of transmitting information and common understanding from one person to another.
a. Communication b. Speaker c. Process d. Purpose
2. It is a type of communication that uses visuals to convey information and/or messages.
a. Non-verbal b. Verbal c. Visual d. Intrapersonal
3. It is defined also as communication with one‘s self, and that may include self-talk, acts of imagination and
visualization, and even recall and memory.
a. Verbal b. Interpersonal c. Intrapersonal d. Non-verbal

3
 PURPOSIVE COMMUNICATION

TOPIC 2
THE PROCESS AND ELEMENTS OF COMMUNICATION

INTRODUCTION
Communication is to the organization as blood is to the body. The success of all the functions of
management depends upon the effective communication. In this case, the process and elements should be
put in consideration in order to communicate effectively. The communication process is a simple to complex
process depending on the situation. The elements should also be present in order to successfully make a
successful communication process.

Elements of Communication Process:

Communication process involves elements like sender, receiver, encoding, decoding, channel/ media, voice
and feedback. These elements are explained below:
1. Sender - He is the person who sends his ideas to another person. For example, if a manager wants to
inform his subordinates about the introduction of a new product, he is the sender.
2. Message - The idea, feeling, suggestion, guidelines, orders or any content which is intended to be
communicated is message. For example, message is the introduction of new product.
3. Encoding - It is the process of converting the idea, thinking or any other component of message into
symbols, words, actions, diagram etc. For example, message is connected in words and actions.
4. Media - It is the medium, passage or route through which encoded message is passed by the sender to the
receiver. There can be various forms of media-face to face communication, letters, radio, television, e-mail
etc. For example manager inform about the introduction of a new product in a meeting through presentation.
5. Decoding - It means translating the encoded message into language understandable by the receiver.
6. Receiver - He is the person to whom the message has been sent. For example, subordinates are receivers.
7. Feedback - It is the response by the receiver. It marks the completion of the communication process.
8. Noise - It is the hindrance in the process of communication. It can take place at any step in the entire
process. It reduces the accuracy of communication e.g. 1) Disturbance in the telephone lines, 2) An
inattentive receiver 3) Improper Decoding of Message etc.

TEST YOURSELF!
Direction: Fill in the blank.
Communication follows a certain process which is compose or done by the elements. To start the
conversation, the 1. formulates the message which will be transmitted to the 2. . The
sender‘s job is to 3. or translate his message and he has to choose the media where will be the
conversation will be grounded. After 4. the message, the receiver will then give 5. to
complete the communication process. This process will cycle through until the purpose of the conversation is
met.

4
 PURPOSIVE COMMUNICATION

THE COMMUNICATION PROCESS

Figure 1. Source: https://bit.ly/34cWWWY

Communication process consists of following steps:

(i) The sender formulates the message that he wants to convey to the receiver.
(ii) He encodes or translates his message. He may take the help of symbols, words, actions, diagrams, pictures
etc.
(iii) He selects an appropriate channel or medium through which the message is to be transmitted. It can be
face to face communication, letters, radio, television, e-mail etc.
(iv) The message is received by the receiver.
(v) Received message is decoded by the receiver so that the receiver can draw the meaning of the message.
(vi) The receiver sends his response to the sender. In case of any confusion, the same is conveyed and
necessary clarification sought.

SYNTHESIS
 Communication follows a process.
 There are 8 elements of communication: 1. Sender; 2. Message; 3. Encoding; 4. Media; 5. Decoding;
6. Receiver; 7. Feedback; 8. Noise.
 PURPOSIVE COMMUNICATION

TOPIC 3
PRINCIPLES OF COMMUNICATION
INTRODUCTION
In communication, there are set of rules or guidelines which are necessary to be followed in order
to ensure effectiveness and proper communication. Any person which fails to meet or consider these
principles will likely to fail as a speaker or writer. There principles are also critical in communicating as it
completes everything about communication.

GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION

Since communication is a two-way process, it is significant that you know the principles to be
observed to make it effective. For both oral and written communication, one should be able to apply the
following principles:
1. 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.
2. 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.
3. Know your topic. You communicate essentially because you want to share something. In speaking
situations, speakers are invited because they have something to share. This also applies to writing. You write
because you wish that other people learn something from you. You may then utilize several or multiple
communication techniques to easily catch the attention of the audience.
4. 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.
5. Work on the feedback given to you. Once you receive comments from the listeners/readers, work on
them. Take kindly to criticisms. In the long run, constructive criticisms will prove beneficial to you as you
learn to address them.

6
 PURPOSIVE COMMUNICATION

PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION

1. Be clear with your purpose. You should know by heart your objective in communicating.
2. Be complete with the message you deliver. Make sure that your claims are supported by facts and essential
information.
3. Be concise. You do not need to be verbose or wordy with your statements. Brevity in a speech is a must.
4. 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.
5. Be specific and timely with your feedback. Inputs are most helpful when provided on time.

SYNTHESIS

 Principles are consideration in the communication process.

 These principles will ensure effectiveness along the communication process.

TEST YOURSELF!

Direction: True or False.

1. You need to know your purpose in communicating.

2. Conciseness and being specific is the same.

3. You don‘t have to be natural in order to hide your feelings in communicating.

4. Knowing a little information about your topic is considerable.

5. Following these principles will ensure effective communication.

ANSWERS KEY

1. True
2. True
3. False
4. False
5. True

7
 PURPOSIVE COMMUNICATION

TOPIC 4

ETHICS IN COMMUNICATION
INTRODUCTION

Ethics is defined as a set of rules or guidelines; these are theories as to which is right or wrong. In
communication, ethics is considerable important because it would likely guide everyone to effective
communication. Theses ethical principles are universal in the sense that all people should consider these
things because of their vitality in the communication process and effectiveness.

Communication ethics emphasizes that morals influence the behavior of an individual, group, or organization
thereby affecting their communication. For instance, given the unethical communication practice of a certain
company of concealing the non-remittance of deducted premiums from employees‘ salaries to the SSS or the
Social Security System (or GSIS or Government Service Insurance System in the case of government offices),
the company‘s accountability to its employees is undoubtedly affected. Compare this situation with that of an
organization that observes ethical practice and remits the employees‘ monthly contributions to the SSS or
GSIS regularly. It is important to note that one‘s behavior should be regulated by honesty, decency,
truthfulness, sincerity, and moral uprightness.

ETHICAL PRINCIPLES OF COMMUNICATION

Completeness
The message must be complete and geared to the receiver‘s perception of the world. The message must be
based on facts and a complex message needs additional information and / or explanation. A good subdivision
of subjects will clarify the message as a result of which there will be a complete overview of what is said.
Concreteness
Concrete business communication is also about a clear message. This is often supported by factual material
such as research data and figures. The words used as well as the sentence structure can be interpreted uni-
vocally. Nothing is left to the imagination.
Courtesy
In addition to considering the feelings and points of view of the target group, it is also important to approach
the audience in a friendly and courteous manner. Use of terms that show respect for the receiver contribute
towards effective communication. The same goes for the manner in which you address someone. Not
everyone will be charmed if you use a familiar form of address and use of a formal address could come across
as too distant. By using the word ‗they‘ a larger audience is immediately addressed.

SYNTHESIS

 Ethics is he set of rules and guidelines.

 Theses ethics that are to be followed are the 7 c‘s.

8
 PURPOSIVE COMMUNICATION

Correctness
A correct use of language has the preference. In written business communication, grammatical errors must be
avoided and stylistic lapses or a wrong use of verbs are not sufficient either in verbal communication. A
correct use of language increases trustworthiness and the receiver will feel that they are taken seriously.
Clarity
Clear or plain language is characterized by explicitness, short sentences and concrete words. Fuzzy language is
absolutely forbidden, as are formal language and cliché expressions. By avoiding parentheses and keeping to
the point, the receiver will get a clear picture of the content of the message. Briefly-worded information
emphasizes the essence of the message. Coherence means the connection of ideas at the idea level, and
cohesion means the connection of ideas at the sentence level.
Consideration
Communicating with the target group (Consideration). In order to communicate well, it is important to relate
to the target group and be involved. By taking the audience into account, the message can be geared towards
them. Factors that play a role in this are for example: professional knowledge, level of education, age and
interests.
Conciseness
A message is clear when the storyline is consistent and when this does not contain any inconsistencies. When
facts are mentioned, it is important that there is consistent, supporting information. Systematically
implementing a certain statement or notation also contributes to clear business communication. When
statements are varied, they will confuse the receiver.

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. A code of ethics 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. It will, therefore, pave the way for the attainment of the desired results leading to the success of
an individual or the entire company. Success in decision-making will likewise impact the company‘s
reputation.

TEST YOURSELF!

Direction: Identify the following then write your answer after the statements.

1. It is define as a set of rules or guidelines.

2. The message must be based on facts and a complex message needs additional information and / or
explanation.
3. Grammatical errors must be avoided and stylistic lapses or a wrong use of verbs are not sufficient
either in verbal communication.
4. Clear or plain language is characterized by explicitness, short sentences and concrete words.
5. A message is clear when the storyline is consistent and when this does not contain any
inconsistencies.

9
 PURPOSIVE COMMUNICATION

TOPIC 1
FORMS OF COMMUNICATION
3 COMMON MODELS OF COMMUNICATION

1. Aristotle Model of Communication

Figure 2. shorturl.at/dgjq9

The Aristotle model primarily focused on the speaker and its speech. It can be divided into 5 primary
elements; the Speaker, Speech, Occasion, Audience, and Effect. This type of communication no longer
requires the feedback of the Audience but rather on the delivery of the speaker. Hence, it is a speaker
centered model as the speaker plays an important role in communicating

2. Shannon-Weaver Model

Figure 3. shorturl.at/uDJY3

As Claude Elwood Shannon was an engineer, this model was purposely done to improve technical
communication more particularly the telephonic communication through the use of mathematical equation
and minimizing the noise barrier. It was later on when Warren Weaver applied it for effective
communication. Now, it popularly known as Shannon Weaver Communication Model also called as

10
 PURPOSIVE COMMUNICATION

Information Theory also called information theory and is used in academic arena to calculate transmission
through machines and also has a formula.

3. Schramm’s Model

Figure 4. shorturl.at/gEJX7

Schramm‘s model of communication posits that knowledge plays a crucial role on the communication
process. This could simply be interpreted that communication varies from knowledge, cultural, and
educational background. Hence, the message can be interpreted different from others.

These are the 3 communications that are commonly used and can be easily illustrated with the commonalities
and differences of each model and the elements involved. Furthermore, it can be understood that each
models varies from each communication process. In summary, Aristotle Model is a linear model of
communication as it does not requires the feedback of the audience and focuses on the speaker itself.
Shannon Weaver on the other hand, caters more on the telephonic communication process. And lastly, the
Schramm‘s model may occur in any instances or situations, either face to face or technology mediated.

MAJOR FORMS OF COMMUNICATION

There are 5 forms of communication:
1. Intrapersonal Communication- communication happens within the person. Hence, there is no
feedback and/or feedbacks are not interrupted.
Example: A person can communicate himself through praying.
2. Interpersonal Communication- communication happens between a group of persons.
Example: Ana is talking to Mrs. Maricar with regards to the school requirements.
3. Dyadic Communication- communication happens between two persons. Either way, the source
become the receiver and vice versa because of the dynamic and spontaneous flow of discourse. One
of the best examples of dyadic communication is between a patient and a doctor.
4. Small Group Communication- this communication usually happen in an organizational communization
and involves more than two individuals. The information coming from the source down to the
receiver and vice versa. There is a continuous sending and receiving of feedbacks.
5. Public Communication- this communication is a one way type model of communication as it no
longer requires the feedback of the receiver or the audience. The message of the speaker will be sent
to a huge number of audiences. For instance, public speaking like the State of the Nation Address
(SONA) of the president.
6. Mass Communication- this involves a large number of people and requires a tool to help
disseminating the information. This also no longer requires feedback from the audience to the
source. For instance, television news and advertisement. But in mass communication, there is no

11
 PURPOSIVE COMMUNICATION

direct access with the receiver. For that they need media like Newspaper, Radio, Television and
Internet. The audience feedback is very less or delayed.
When the message you convey are not communicated properly and felt guilty of not conveying the message
as it wants to be conveyed feels worse. It is because the effective communication is being hindered by noise
or in other reference, barriers. Some of the barriers that obstructs effective communication include noise,
inappropriate medium, assumptions, emotion, and use of jargons or technical terms, and poor listening skills.
These barriers are categorized into five. Physical, Psychological, Cultural, Language Used, and
Personal.

MAJOR TYPES OF COMMUNICATION

Communication is a natural phenomenon that occurs between a person and group of person and purposely
interacting and exchanging ideas. Do you know that even if you do not utter a word, you are still
communicating? Generally, there are two types of communication mainly the VERBAL
COMMUNICATION and NONVERBAL COMMUNICATION.

Simply, verbal communication is a form of communication in which it uses words to interchange the
information with other people either in the form of speech or writing. Meanwhile, nonverbal
communication, does not use words for communicating anything, but some other modes are used,
i.e. where communication takes place by way of unspoken or unwritten messages such as body
language, facial expressions, sign language and so forth.

However, as the world becomes more advanced, our means of communications changes. Whilst the
traditional modes of communication remain the same, various communication modes arose and
became not just the trend but become essential in exchanging information. Communication mode
refers to the channel through which one express his/her communicative intent. It is the medium
through which one conveys his/her thoughts. Views or feeling can be communicated through face-
to-face interaction, video or audio. The mode may also be text-based.

The most common of all these modes is the face-to-face interaction. It is an informal or casual
conversation between two or more people. People engage in social conversations to establish
relationships or maintain them. It is one way of gaining new acquaintances or friends. How to speak,
what to speak, when to speak and to whom one is speaking are all important considerations in
building relationships

TRADITIONAL MODES OF COMMUNICATION

Face-to-face communication is the most common and widely used mode of communicating. This includes
casual conversation between two or more people and business meetings. Face-to-face is a very easy
communication style that everyone has experienced. It requires no extra materials, making this the cheapest
option for communication. It is also instant, and you get the benefit of visual cues from the person or people
to whom you are communicating. One advantage is face-to-face interaction is that aside from directly hearing
in the message being conveyed, you are able to note nonverbal cues through facial expressions, gestures,
movement or even objects or realize form the person you are communicating with.

12
 PURPOSIVE COMMUNICATION

TOPIC 2
COMMUNICATION AND TECHNOLOGY
LEARNING OUTCOMES:
During the learning engagements, the learners are able to:

1. identify the positive and negative dimensions of the use of technology in communication;
and
2. deliver a message for a variety of audiences using the most appropriate technological tool

MEDIATED COMMUNICATION

In contrary to face-to-face communication, Mediated Communication refers to a communications that

happens using the technological tools of Information and Communication Technology as a mode of
exchanging information to one person or another. These include the following;

Video communication is achieved by using Web cameras to connect two or more parties. This is the next-
best communication option after face-to-face, as you get most of the same benefits. However, there is always
the possibility of bad connections or other technical issues that hinder the communication. If there are no
technical glitches encountered, this could be very effective mode of communication especially for people
separated by distance. For example, you may engage in a conversation via Skype with you loved ones
especially during significant, meaningful or memorable occasions. This is a convenient communication mode
for people how want to reach-out to each other despite distance.
Audio Communication is a voice-only form of communication, such as a conversation on a telephone.
This is a good instant communication tool if you catch the person instead of getting an answering machine or
voice mail, but it does not have the benefit of allowing you to see the other person. It is also more difficult to
include more than two parties. An obvious down side of this mode is not being able to see the body language
or cues of the person you are talking to. However, if good listening skills is applied, one may detect the tone
and rising of intonation or pitch of the voice which may indicate the feeling or mood of the speaker or
listener.
The last mode is text-based communication. Although it can be linked or traced back to the traditional
mode of communication, however, because of the evolution of our communication we learned to adapt and
integrate it to our daily living to address such necessities. Like e-mail, text messaging and instant messaging
and social networking site such as Facebook, Twitter and Instagram likewise offer text-based interaction. Text
communication includes Internet communication, such as email, instant messaging and forums, text
messaging and printed papers. Text communication does not have the benefits of audio and video, but it is
much easier to distribute information to a large group of people and save records of the communication.

13
 PURPOSIVE COMMUNICATION

5 CATEGORIES OF BARRIERS

Physical Barrier- this barrier includes the defects in media or the medium for communication, environment
or geographical location, and physical disability like in hearing, vision, or speaking.
Psychological Barrier- it is the manifestations of human behavior and attitude when communicating. These
are emotions, past experiences or trauma, lacks retention of attention or simply inattentive, status, and
temperament.
Cultural Barrier- include the age and gender of the person, educational background, economic status quo,
popularity, religion, political views, and ethics.
Language Used- as the word posits, it refers to the contributory factor of the diverse language across the
world, dialect, and even its accent or the way the word is uttered. Nonetheless, colloquial term adds the
situation.
Personal Barrier- refers to the poor listening skills, egoistic, interpersonal trust, and ability to communicate
effectively.
For us to be a good communicator, one must develop the effective communications and be able to identify
the barriers in communication. Thus, identifying the purpose of the message and target audience will give a
solid framework and will determine the success of the communication. However, this cannot be done in just
one try, constant practice and developing good communications skills will improve the way we convey the
message to and equip us to converse with the people surrounding us without any interferences or
misunderstanding to both parties.
“Communication may be broadly defined as the process of meaningful interaction among human beings. More specifically, it is
the process by which meanings are perceived and understandings are reached among human beings.” (D.E. McFarland, 1994)

Communication - simply the act of transferring information from one place, person or
group to another.
Face-to-face Communication – the communication of a two or a group of people in the
same place and time.
Video Communication - is a live, visual connection between two or more people residing
in separate locations for the purpose of communication.
Audio Communication - is passing information as in the form of sound
and visual component.
Dyadic Communication - is communication between two people or creatures.
Small Group Communication - small groups consists of three or more people who share a
common goal and communicate collectively to achieve it.
Public Communication - engage in dialogue in the public sphere in order to deliver a
message to a specific audience.
Mass Communication – is the broadcast of unanswerable voice to a large audience.

14
 PURPOSIVE COMMUNICATION

TEST YOURSELF!
Part 1 Choose the letter of the correct answer.
1. In this communication process, the source becomes a receiver and the receiver become the
source.
a. Mass Communication
b. Face-to-face Communication
c. Dyadic Communication
d. Video Communication
2. The cheapest option for communication and it includes casual conversation between two or
more people.
a. Public Communication
b. Text-based Communication
c. Face-to-face Communication
d. Mass Communication
3. Includes internet communication such as email and text messaging.
a. Small Group Communication
b. Video Communication
c. Audio Communication
d. Text-based Communication

4. Everyone will become the source and the receiver through sharing information and giving
feedbacks.
a. Small Group Communication
b. Intrapersonal Communication
c. Dyadic Communication
d. Non-verbal Communication
5. The next-best communication option after face-to-face. There will always be the possibility of
bad connection that may hinder communication.
a. Interpersonal Communication
b. Video Communication
c. Verbal Communication
d. Oral Communication
6. Have a large number of audience and a need of a certain technological tool is necessary.
a. Audio Communication
b. Mass Communication
c. Video Communication
d. Face-to-face Communication
7. No direct access with the receiver and the audience feedback is very less or delayed.
a. Mass Communication
b. Dyadic Communication
c. Small Group Communication
d. Video Communication
8. The messages from a single person will reach or received by huge number of audience and there
are no mutual feedbacks, the focused is only the speaker.
a. Oral Communication
b. Communication toll
c. Public Communication

15
 PURPOSIVE COMMUNICATION

d. Dyadic Communication
9. A good instant communication tool but it does not allow you to see the person you are talking
to.
a. Audio Communication
b. Mode Communication
c. Mass Communication
d. Small Group Communication
10. You may engage in a conversation via Skype with you loved ones especially during significant,
meaningful or memorable occasions. This is a convenient communication mode for people how
want to reach-out to each other despite distance.
a. Video Communication
b. Dyadic Communication
c. Intrapersonal
d. Written
Part II
1. Identify and differentiate the different communication modes.
2. Give at least one scenario in each of the modes of communication.

Part II
1. List at least 10 positive and negative effects of technology in communication.
2. How would you raise awareness to avoid misconceptions about the use of technology in
communication?
Part III
TRUE OR FALSE
1. Technology makes it more difficult to keep up with news today than in the past because it is difficult
to keep up with all the information.
2. With advances in technology, few differences exist between face - to - face and computer mediated
communication.
3. Social media actually goes back to some of the earliest Internet technologies and even predates the
Internet.
4. Technology has nothing to do with communication since they are way too different from each other.
5. Communication technology is an ever growing market.
6. The emergence of social media has created a new avenue for facilitating daily information and
communication needs.
7. When social media did not exist and social communication and interaction were the only way of
communication.
8. Relationships are built when a business knows its customer and discovers opportunities to serve
them more ineffectively through personal interjections.
9. Each mode of communication is distinct form the other, the ways in which you craft our messages
differ.
10. Communication creates opportunity for people to understand problems with each other in a way that
is both helpful and essential to socially motivate people.

16
 PURPOSIVE COMMUNICATION

MODULE 3
INTERCULTURAL COMMUNICATION
INTRODUCTION

Communication examines the basic elements of interpersonal communication and culture as the two relate to
one another. Emphasis is given to the influence of culture on the interpretation of the communication act
and to the communication skills that enhances cross-cultural communication. Communication requires the
ability to understand language, but just think about how much of your communication with even you friends
is nonverbal: our body language, our attitude, the rituals from hand-shaking to the stink eye. Some researchers
estimate that up to 93% of all human communication is nonverbal, although according to recent studies, it is
actually closer to 60%.
It provides several commonly accepted academic and applied definitions to clarify this concept and process.
The term ―intercultural communication‖, represent broad ideas that are difficult to express in just one way.
Thus, we present several working definitions as starting points for exploring this topic.
Intercultural communication refers to the communication between people from two different cultures. (Chen
& Starosta, 1998:28). It is a symbolic, interpretive, transactional, contextual process, in which people create
shared meanings. (Lustig & Koester, 2007:46). It also refers to the effects on communication behavior, when
different cultures interact together. Hence, one way of viewing intercultural communication is as
communication that unfolds in symbolic intercultural spaces. (Arasaratnam, 2013:48).
Intercultural communication is the verbal and nonverbal interaction between people from different cultural
backgrounds. Basically, ―inter-‖ is a prefix that means ―between‖ and ―cultural‖ means from a culture, so
intercultural communication is the communication between cultures. Sometimes this is used to describe a
single person trying to interact in a foreign environment but more often, it is a two-way street, where people
from both cultures are trying to improve their communication. It is important to understand intercultural
communication because it allows us for positive and productive interaction. Intercultural communication
refers to the effective communication between people/ workers/ clients of different cultural background. It
also includes managing thought patterns and nonverbal communication.
Still, that means that more than half of communication is never spoken. So, intercultural communication is
going to take a lot more than just learning a language. It describes the wide range of communication
processes and problems that naturally appears within an organization or social context made up of individuals
from different religious, social, ethnic, and educational backgrounds. It this sense it seeks to understand how
people from different countries and cultures act, communicate and perceived the world around them.
Intercultural communication plays a role in social sciences such as anthropology, cultural studies, linguistics,
psychology and communication studies. It also referred to as the base of international businesses. Several
cross-cultural services providers assist with the development of intercultural communication skills, in a way
the ―interaction with speakers of other languages of equal terms and respecting their identities‖.
Identity and culture are also studies within the discipline of communication to analyze how globalization
influences ways of thinking, beliefs, values, and identity, within and between cultural environments. Language
is an important example of a cultural component that is linked to intercultural understanding.

26
 PURPOSIVE COMMUNICATION

TOPIC 1
COMMUNICATION AND GLOBALIZATION

The Effects of Globalization on Global Communication

 Increased Business Opportunities

Many companies today hire employees that are located in other countries. Using communication vehicles
such as video calling make it simple to converse with colleagues across the globe, almost making it feel as if
they are in the same room. Technology also makes it easier to connect with suppliers and customers all over
the world, and to streamline relationship through improved ordering, shipment tracking and so on. With this
kind of communication technology, many businesses are able to take advantage of opportunities in different
countries or cities, improving the economic outlook on a global level.

 Fewer Cultural Barriers

Many people perceive culture to be the root of communication challenges. When people from two different
cultures try to exchange information, the way they speak, their body language or their mannerisms can be
interpreted differently by the other person. The way people approach problems and how they participate in
communities is all influenced by culture.
Globalization has made it possible, for example, for someone in Japan to understand how someone in the
U.S. goes about their day. With television and movies, cultural barriers are becoming less prevalent. Being
able to communicate effectively and frequently with colleagues or friends across the planet helps people
understand each other‘s cultures a little better.
Creation of a Global Village
You‘ve likely heard of the phrase "global village," coined by theorist Marshall McLuhan. Affected both by
globalization and global communication, the global village is created when distance and isolation no longer
matter because people are connected by technology. Wide-spread telephone and internet access have been
life-changing for many people across the world, especially those in developing countries. Many are now
enrolling in universities across the world without having to leave their desk chair. Virtual assistant jobs are
becoming commonplace, where employees from developing countries work with companies in North
America or Europe, providing administrative support and other business services that can easily be conducted
over the phone or via the internet

EYE CONTACT:

-North Americans view direct eye contact as a sign of honesty

-Asians view direct eye contact as a form of disrespect

18
 PURPOSIVE COMMUNICATION

Why do we need to study this?

The transmission of the message from sender to recipient can be affected by a lot of factors. These include
cultural situation, the medium used to communicate, and even our location. However, because of
globalization, communication goes well and easy. These topics made the students aware of the following:

 Globalization and global communication have made it easier to see people on the other side of the
world as a neighbor, instead of a stranger from a faraway land. There is so much knowledge about
other countries and cultures available online that it‘s no longer a complete mystery.

 Some effects of globalization to global communication are having or increased business

opportunities, fewer cultural barriers as well as creating a global village or making the world or the
community connected with the use of technology.

Key Terms:
 Globalization-the process of interaction and integration among people, companies and
governments worldwide.

 Global village-refer to the world emphasize that all the different parts of the world form one
community linked together by electronic communications, especially the internet.

 Cultural barriers- when people of different cultures are unable to understand each others‘ customs,
resulting in inconveniences and difficulties.

TEST YOURSELF!

Choose the best answer on the provide questions:

1. In global village, people are no longer distant and isolated because they are being connected by what?
A. Transportation C. Technology
B. Family gatherings D. Communication

2. How does globalization contributes to cultural, economic, and political partnerships uplifting the
economic stability of a particular country?
A. By giving global awareness on how to boost their economy
B. Global market, foreign investment and cultural management can be done.
C. Through assisting one‘s political advocacy.
D. None of the above.

19
 PURPOSIVE COMMUNICATION

TOPIC 2
LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL
SETTING

Multiculturalism refers to the presence of people with several cultures in a specific setting. It is the co-
existence of diverse cultures, where culture includes racial, religious, or cultural groups and is manifested in
customary behaviors, cultural assumptions and values, patterns of thinking, and communicative styles.

Image 2. Source: https://bit.ly/369vcUE

The world today is characterized by ever growing compacts resulting in communication between people with
different linguistic and cultural background.
One of the most common forms of global communication is an email. A person in one country types a
message and clicks the send button. The message is then encoded into packets which are sent across the
internet to the recipient. In another country, the receiver logs in and decodes the message by opening the
email, and retrieves the message.
Global communication becomes more complicated when there are multiple recipients from different cultures
with different languages all receiving the same message, as well as when there are more layers added to the
channel. For example, if a world leader makes a speech broadcast across the globe, people from one region
may rejoice at the news, while others may find it offensive. In this case, the channel itself can involve many

20
 PURPOSIVE COMMUNICATION

different layers, as translators, news, editors and commentators each interpret the message differently before
passing it on to the intended audiences.

LOCAL AND GLOBAL COMMUNICATION

It is the way on how we communicate to other. By using our own languages and an English language, we
can make a conversation locally or globally. The main purpose of this is to have an idea on how can we apply
what we learned from them for ourselves and for our community. It can also be the way for our country to
have sufficient knowledge to make it more outstanding.

Local communication means data transferred directly from the gateway to bluz DK, without going through
the Particle cloud. Local communication can be used for a lot of tasks that don't require the cloud.
Multicultural education refers to any form of education or teaching that incorporates the histories, texts,
values, beliefs, and perspectives of people from different cultural backgrounds
The study of global communication is an interdisciplinary field focusing on global communication, or the
ways that people connect, share, relate and mobilize across geographic, political, economic, social and cultural
divides.

COMMUNICATING ACROSS CULTURES

Communicating across cultures is challenging. Each culture has set rules that its members take for granted.
Few of us are aware of our own cultural biases because cultural imprinting is begun at a very early age. And
while some of culture‘s knowledge, rules, beliefs, values, phobias, and anxieties are taught explicitly, most of
the information is absorbed subconsciously.
The challenge for multinational communication has never been greater. Worldwide business organizations
have discovered that intercultural communication is a subject importance not just because of increased
globalization, but also because their domestic workforce is growing more and more diverse.
Intercultural communication
- is a discipline that studies communication across different cultures and social groups, or how culture
affects communication. It describes the wide range of communication processes and problems that naturally
appear within an organization or social context made up of individuals from different religious, social, ethnic,
and educational backgrounds. In this sense it seeks to understand how people from different countries and
cultures act, communicate and perceive the world around them.
CULTURES CO- CULTURES
-A culture is the system of knowledge, beliefs, - Within a culture as a whole are co-cultures,
values, customs, behaviors, and artifacts that are these are composed of members of the same
acquired shared, and used by its members during general culture who differ in some ethnic or
daily living. sociological way from the parent culture.

Table 2. Cultures and Co-Cultures

21
 PURPOSIVE COMMUNICATION

BARRIERS TO LOCAL AND GLOBAL COMMUNICATION

IN MULTICULTURAL SETTINGS
Some of the barriers to effective communication are language, medium of communication, personality and
culture. Culture became barrier to an effective communication when a person has different language bearing,
and they have different interpretation to such words.

What is the difference between multicultural and cross-cultural or Intercultural?

While they all might be under the same roof, they describe entirely different rooms. The differences in the
meanings have to do with the perspectives we take when interacting with people from other cultures.
Multicultural refers to a society that contains several cultural or ethnic groups. People live alongside one
another, but each cultural group does not necessarily have engaging interactions with each other. For
example, in a multicultural neighborhood people may frequent ethnic grocery stores and restaurants without
really interacting with their neighbors from other countries.
Cross-cultural (Intercultural) refers to the comparison of different cultures. In cross-cultural
communication, differences are understood and acknowledged, and can bring about individual change, but
not collective transformations. In cross-cultural societies, one culture is often considered ―the norm‖ and all
other cultures are compared or contrasted.

SYNTHESIS

 Global communication becomes more complicated when there are multiple recipients from
different cultures with different languages all receiving the same message, as well as when there are
more layers added to the channel.
 Local communication means data transferred directly from the gateway to bluz DK, without going
through the Particle cloud. Local communication can be used for a lot of tasks that don't require
the cloud.
 Local and global communication in multicultural settings help me realize that miscommunication is
essential to enhance our ability to communicate and effectively accept and embrace across country
cultures. And it made me realize also the importance of cross-culture in globalization business
opportunities, job opportunities, sharing of views and ideas, talent improvisation and understanding
of diverse market.
 To enhance our ability to communicate and effectively accept and embrace across country cultures;
 To make realize the importance of cross-culture in globalization business opportunities, job
opportunities, sharing of views and ideas, talent improvisation and understanding of communication.

22
 TEST YOURSELF!

Part 1
1. Within a culture as a whole are co-cultures, these are composed of members of the same general
culture who differ in some ethnic or sociological way from the parent culture.
a. A. Cultures B. Local C. Global communication D. None of these
2. It is the way on how we communicate to other. By using our own languages and an English language,
we can make a conversation locally or globally. The main purpose of this is to have an idea on how
can we apply what we learned from them for ourselves and for our community.

A. Local and global communication in multicultural setting B intercultural communication

C. Multicultural D. Co-cultural
3. Refers to a society that contains several cultural or ethnic groups?

A. Cross cultural B. global communication C. Multicultural D. None of these

4. Refers to the presence of people with several cultures in a specific setting. It is the co-existence of
diverse cultures, where culture includes racial, religious, or cultural groups and is manifested in
customary behaviors, cultural assumptions and values, patterns of thinking, and communicative
styles?
a. A. Cultural B. Multiculturalism C. Intercultural D. Co-cultural

Part 2
The world today is characterized by ever growing compacts resulting of what?

ANSWERS KEY

Activity 1
1. CULTURES
2. Local and global communication in multicultural setting
3. Multicultural
4. Multiculturalism

Activity 2
Some of the barriers to effective communication are language, medium of communication,
personality and culture. Culture became barrier to an effective communication when a person has different
language bearing, and they have different interpretation to such words.
 PURPOSIVE COMMUNICATION

TOPIC 3
VARIETIES AND REGISTERS OF SPOKEN AND WRITTEN
LANGUAGE
LEARNING OUTCOMES:
During the learning engagements, the learners are able to:
1. explain the importance of using appropriate varieties and registers of language in
certain communication context;
2. explain the Variety and Register of Oral and Written Language; and
3. explain the differences between Spoken and Written Language.

According to an article written by Gleaner, we have six language registers: formal, casual, intimate, private,
frozen and consultative. These registers can be use depending on the situation and people we encounter. It is
essential to use appropriate varieties and registers of language in certain communication context because in
different situations and people call for different registers. It shows the level of formality and informality of
the language used. When we use appropriate varieties and register of language we‘re showing respect, interest,
comfortableness and professionalism.

However, we have different approach in language register when it comes to face-to-face conversation and in
written mode. We characterized face-to-face conversation as multi-modality because we can use different
registers and we considered the status, position or the way of living of the person we‘re communicating with
in order to know when and where to use or drop the formality. While in writing a paper we commonly use
the formal register since the construction of sentences, correction of grammar and appropriate using of
words really matter.

CHARACTERISTICS OF WRITTEN LANGUAGE

Permanence - means when students write something they already set in their mind to be done in one
session. They don‘t think that they can edit or revised their written to be better because students think their
written is subject to permanence. In this case teacher perhaps notice all of students that they just write
everything that comes in their written.
Production time - this part plays a crucial issue for the agents. In this part, students will think about the
deadline. The possible case in here is the students will just only focus on the deadline and would resort to not
give importance on the content itself. As the result, their written work will not be maximized and or to be
improved. Moreover this is a job for the teachers to push students to think about the process of learning
rather than the result itself.
Distance - having a relationship with the audience anticipation. Before students start to write, they have to
know who will be the audience to read their output.

36
 PURPOSIVE COMMUNICATION

Orthography - this part is talk about the technical of appearance. After writer consider about the word,
phrase and sentence that they will use students also consider about the front, size and also the picture. All
appearance has to connect with the topic and target of the reader.
Complexity - this is talk about the sentence whether students use simple sentence combine or complex
sentence. We as a teacher will know the students‘ progress of learning. And for the academic writing, students
should provide reference.
Vocabulary - talk about word richness we (teacher) can see what a new vocabulary that they already acquired.
Formality - this is complex convention for academic writing (describe, explain, compare, criticize, argue, etc).
If the writer creates academic writing it means the product have to formal. Because of that the language that
they use has to formal and polite. The front or size has to consistent with the guideline that they use (APA
style, MLA etc).
CHARACTERISTICS OF SPOKEN LANGUAGE
1. VARIATION IN SPEED
2. LOUDNESS OR QUIETNESS
3. GESTURES
4. INTONATION
5. STRESS
6. RHYTHM
7. PITCH RANGE
8. PAUSING AND PHRASING

DIFFERENCES BETWEEN SPOKEN AND WRITTEN LANGUAGE

WRITTEN:
 Tends to be more complex and intricate than speech with longer sentences and many subordinate
clauses. The punctuation and layout of written text also have no spoken equivalent.
 Usually permanent and written texts cannot usually be changed once they have been printed/written out
 Written text can communicate across time and space for as long as the particular language and writing
system is still understood.
 Writers can make use of punctuation, headings, layouts, colors and other graphical effects in their
written texts.
 Some grammatical constructions are only used in writing as are some kinds of vocabulary such as some
complex chemical and legal terms.
SPOKEN:
 Tends to be full or repetitions, incomplete sentences, corrections and interruptions with the exception of
formal speeches and other scripted fors of speech such as news reports and scripts for plays and films.
 Usually transient unless recorded and speakers can correct themselves and change their utterances as
they go along.
 Speech is usually used for immediate interactions.
 Speech can us timing, tone, volume and tremble to add emotional context.
 Some types of vocabulary are used only or mainly speech. These include slang expressions, and tags
like y’know, like, etc.

37
 PURPOSIVE COMMUNICATION

THE FIVE MOST COMMON LANGUAGE REGISTER IN WRITING

FORMAL LANGUAGE REGISTER

Is appropriate for professional writing and letters to a boss or stranger.
 Cannot instead of can‘t
 Have not instead of haven‘t
 Will not instead of won‘t

EXAMPLE: business letters, announcement, professional emails, some essay, letters complaint.

INFORMAL LANGUAGE REGISTER

Is conversational and appropriate when writing to friends and people you very well.
 They‘ve been fighting all day
 He‘s very busy
 We feel that the target in unrealistic
 I planned many different

EXAMPLE: short notes diaries and journals

NEUTRAL LANGUAGE REGISTER

Is non-emotional and sticks to facts. It is most appropriate for technical writing
―Definition of register and varieties of spoken and the written language‖
Register
Is a subset of language as defined by purpose and setting.
Varieties
A variety also called ―lect‖ is a specific form of language cluster. This may include Languages, Dialects,
registers, style or other forms of language, as well as ―Standard Variety‖
Varieties of the Philippines
a.Cebuano
b.Waray-waray
c.Ilocano
d.Kapampangan
e.Hiligaynon

Types of Register
A. Frozen - is a language that never changes. (Ex. Panatang Makabayan).
B. Formal - Standard English.(Ex. Speeches or School Lessons)
C. Consultative - Less formal standard English.(Ex. Newscasting)
D. Casual - Language between Friends (Ex. Vernacular speech)

38
 PURPOSIVE COMMUNICATION

Intimate - language between lovers or other close family or friends.

Spoken Language
Is a language produced by articulate sounds, an oral language is a produced with vocal tract. It tends to
convey subjective information.
Written Language
 Is a representation of Spoken or gestural by means of a writing system.

 It must be taught to children.

SYNTHESIS

 The kind of register to be us affects the way one speaks and writes.
 Language has formal and informal registers. These registers have form which define the social situation.

39
 PURPOSIVE COMMUNICATION

TEST YOURSELF!

Choose and encircle the best answer.

1.A Language produced by articulate sounds; it also tends to convey subjective information.
a. Written language
b. Spoken language
c. Intimate
d. Frozen

2. A language between lovers or other close family or friends.

a. Frozen
b. Formal
c. Consultative
d. Intimate

3. is a subset of language as defined by purpose and setting

a. Varieties
b. Register
c. Informal
d. Formal

4. It is conversational and appropriate when writing to a friends and people you very well.
a. Informal language register
b. Formal language register
c. Register of language
d. Varieties of language

5. According to Him there are six language registers: the formal, casual, intimate, private, frozen, and
consultative.
a. Kachru and Nelson
b. Gleaner
c. Bautista

ANSWER KEY:

1(b) Spoken Language

1. (d) Intimate
2. (b) Register
3. (a) Informal Language register
4. (b)
d. Gleaner
Gonzales

40