LAGUNA COLLEGE OF Jon Lloyd R Mallo: Reviewer

BUSINESS AND ARTS

Purposive Communication

Lea Vanessa Pacardo

1. Institution’s PVMO and Core Values, and PEO’s
2. Communication in the Global World
3. Communication Processes, Principles, and Ethics
4. Local and Global Communication in Multicultural Settings
5. Multimodal texts, and Evaluating Texts and Images
6. Evaluating texts through critical readings, and viewing
7. Obtaining information from various resources
8. Persuasion and its rhetorical appeal

01 COMMUNICATION PROCESSES, 2. INTERACTION MODEL

PRINCIPLES, FUNCTIONS, AND ETHICS

A. COMMUNICATION PROCESSES

1. Transmission Model
2. Interaction Model
3. Transaction Model

1. TRANSMISSION MODEL

3. TRANSACTION MODEL

RHETORICAL TRIANGLE

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B. COMMUNICATION PRINCIPLES CREDO FOR ETHICAL COMMUNICATION

Approved by the NCA Legislative Council, 1999;
1. Communication is INTEGRATED Reaffirmed by the Legislative Assembly passing the
into all parts of our lives. report and recommendations of the Taskforce on the
Public Policy Platform, 2011. Reaffirmed by the
2. Communication meets NEEDS.
Legislative Assembly with edits, 2017.
3. Communication is a PROCESS.
4. Communication is guided by • Advocate truthfulness, accuracy,
CULTURE and CONTEXT. honesty, and reason as essential to the
5. Communication is LEARNED. integrity of communication.
6. Communication has ETHICAL • Endorse freedom of expression,
implication. diversity of perspective, and tolerance
of dissent to achieve the informed and
C. COMMUNICATION FUNCTIONS/ responsible decision making fundamental
PERSPECTIVES OF COMMUNICATION to a civil society.
• Strive to understand and respect other
1. THE SOCIO-PSYCHOLOGICAL communicators before evaluating and
TRADITION - Communication as
responding to their messages.
Interpersonal Interaction.
• Promote access to communication
2. THE CYBERNETIC TRADITION -
resources and opportunities as
Communication as a System of
necessary to fulfill human potential and
Information Processing.
contribute to the well-being of
3. THE RHETORICAL TRADITION -
individuals, families, communities, and
Communication as Artful Public
society.
Address.
4. THE SEMIOTIC TRADITION - • Promote communication climates of
Communication as the Process of caring and mutual understanding that
Sharing Meaning Through Sign. respect the unique needs characteristics
5. THE SOCIO-CULTURAL TRADITION of individual communicators.
- Communication as the Creation and • Condemn communication that
Enactment of Social Reality. degrades individuals and humanity
6. THE CRITICAL TRADITION - through distortion, intimidation,
Communication as a Reflective coercion, and violence, and through the
Challenge of Unjust Discourse. expression of intolerance and hatred.
• Committed to the courageous
D. COMMUNICATION ETHICS expression of personal convictions in
pursuit of fairness and justice.
Communication ethics is how a person • Advocate sharing information,
uses language, media, journalism, and creates opinions, and feelings when facing
relationships that are guided by an significant choices while also respecting
individual’s moral and values. These ethics privacy and confidentiality.
consider being aware of the consequences of • Accept responsibility for the short and
behavior and consequences. long-term consequences for our own
communication and expect the same of
FUNDAMENTALS OF ETHICAL others.
COMMUNICATION

1. Responsible Thinking
2. Decision Making
3. Development of Relationship

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02 INTRODUCTION TO Encoding Process of transferring the message

Channel Means of delivering a message
COMMUNICATION Decoding Interpretation of an encoded message
Receiver Recipient of the message
Feedback Reaction or response to the message
COMMUNICATION PRINCIPLES Context Situation or environment
Barriers Factors affecting the process
Example
• A process for exchanging verbal and non- • Culture
verbal information • Noise
• Individual differences
• It has many purposes whether it is to:
o Inform
SHANNON WEAVER MODEL OF
o Persuade
COMMUNICATION
o Entertain
o Teach

TYPES OF COMMUNICATION
TYPE MEANING EXAMPLE
Written Involves the • Books
use of texts • Memos
• Letters Shannon-Weaver’s Model of Communication
Verbal Use of voice • Face-to-face
messages conversations
• Audio or video THE TRANSACTIONAL MODEL OF
calls
• Lectures
COMMUNICATION
Non-verbal Use signs to • Voice
convey characteristics
information • Body language
• Personal space
• Personal
Appearance
Visuals Use images • Graphs
to convey • Charts
information • Pictures
Intentional Planned • Speeches
delivery of • Lectures
information • Conversations
Unintention Unplanned • Nonverbal
al delivery of messages
information • Offhand emotional
remarks
COMMUNICATION ETHICS

• Communication ethics is how a person

OTHER POINTS
uses language, media, journalism, and
• Communication is a complex process creates relationships that are guided by an
that requires one to: individual’s moral and values.
o Know the audience • These ethics consider being aware of the
o Determine his purpose consequences of behavior and
o Identify the topic consequences.
o Expect objections
PRINCIPLE MEANING
o Establish credibility Uphold Be truthful with your opinion and
o Present information clearly integrity accurate with your judgement
Respect Show compassion and
o Develop a way for feedback diversity and consideration for other’s beliefs,
privacy status, and privacy
Observe Be careful how you say your words
COMMUNICATION PROCESSES freedom of depending on the type of people you
expression are communicating with
effectively
ELEMENTS OF THE PROCESS Promote Give others the chance to express
access to themselves
ELEMENT DEFINITION communication
Sources Speaker or sender of the message Be open- Accept that others have differing
minded views and opinions
Message Message, piece of information, ideas
transmitted
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Develop your Acknowledge responsibility for all 03 COMMUNICATION ON SOCIETY AND

sense of your actions – good or bad
accountability THE WORLD

IMPACT OF COMMUNICATION ON
SOCIETY AND THE WORLD
GUIDELINES FOR CLEAR
COMMUNICATION CROSS-CULTURAL COMMUNICATION
• It deals with the comparison of different
• Be clear with your purpose.
cultures.
• Support your message with facts.
• In cross-cultural communication,
• Be concise.
differences are understood and
• Provide information in your feedback. acknowledged, and can bring about
• Adjust to the needs, interests, values, and individual change, but not collective
beliefs of your audience. transformations.
• Observe communication ethics.
• Be your natural self and appear INTERCULTURAL COMMUNICATION
confident.
• It focuses on communities in which there
COMMUNICATION AND GLOBALIZATION is a deep understanding and respect for all
cultures and the mutual exchange of ideas
GLOBALIZATION and cultural norms and the development
of deep relationships.
Globalization refers to the spread of the • In an intercultural society, no one is left
flow of financial products, goods, unchanged because everyone learns from
technology, information, and jobs across one another and grows together.
national borders and cultures.
IMPACT OF COMMUNICATION ON
HOW TO COMMUNICATE EFFECTIVELY SOCIETY AND THE WORLD
IN A GLOBAL SOCIETY
• The emergence of global society has
• Express your ideas effectively in verbal, caused academic and cultural
non-verbal, and written forms in either environments to be multicultural.
digital, or non-digital environments. • We all coexist with people from different
• Use effective listening skills to evaluate backgrounds.
arguments and rationalize judgements, • Communication is always accompanied
and improve job effectiveness and work by non-verbal cues such as:
relationships. - Gestures
• Communicate with purpose to a variety - Facial expressions
of audiences. - Other body movements
• Promote collaborations and cooperation CULTURE GESTURE OR HELLO
with others. United States, and other Wave or Handshake
Western countries
• Understand the concept of diversity and Japan Bowing
promote respect all the time.
• Use technology and social media
responsibly.

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CULTURALLY APPROPRIATE TERMS, with well-constructed and

clearly argued ideas.
EXPRESSIONS AND IMAGES
Bennet and Bennet-Developmental Model of
Intercultural Sensitivity (DMIS) PRINCIPLES OF PUBLIC SPEAKING
STAGE DEFINITION
Stage 1: Denial The individual does not PRINCIPLE DEFINITION
recognize cultural Material The topic of your speech
differences. Message Content or main point of
Stage 2: Defense The individual starts to your speech
recognize cultural Methods of Delivery The style the speech is
differences and is delivered
intimidated by them. Manners of Speech Ethical standards to
Stage3: Minimization The individual sees speaking in public
cultural differences he or
she banks on the
universality of ideas than MATERIAL
cultural differences.
Stage 4: Acceptance The individual begins to
appreciate important • The topic of your speech
cultural differences in • Source material can be from your
behaviors and eventually
values. - Experiences
Stage 5: Adaptation The individual becomes - Observations
very open to world views
when accepting new - Anything you would like to talk about
perspectives
Stage 6: Integration The individual starts to
• In the event that you cannot think of a
go beyond his or her own topic: Brain storm!
culture and sees himself
or herself and his or her • How to brain storm:
actions based on - In 5 minutes write down your all your
multifarious viewpoints.
ideas
- Select ONE idea
BENEFITS OF THE DMIS
- Prepare a speech for that point
• The DMIS will help:
- Recognize different communication MESSAGE
behaviors.
- Account what can influence behaviors. • Content or main point of your speech
- Analyze differences between linguistic • Can be supported by the following:
and cultural communities. - Personal stories or anecdotes
- Relevant statistics
EXAMPLES OF SEXIST NOUNS - Points from credible sources
• Always know your audience so that you
SEXIST LANGUAGE NEUTRAL can engage them
Chairman Chairperson or Chair
Salesman Salesperson TYPE OF SPEECH DEFINITION EXAMPLE
Congressman Legislator or Inform Provides a • Lectures
Representative clear by a
Spokesman Spokesperson understanding professor
Foreman Supervisor of an idea or
concept.
Entertain Seeks to • Humorous
INTRODUCTION TO PUBLIC SPEAKING amuse an speeches
audience. by an
entertainer
THE RHETORICAL TRIANGLE Persuade Meant to • Campaign
• A model that gives points to focus on provide the speeches
audience with during
when speaking in public. favorable points election
to influence an season
COMPONENT DEFINITION idea or • Sales pitch
Ethos (Writer) Building trust by decision.
establishing your
credibility and authority.
Pathos (Audience) Appealing to emotion by
connecting with your
audience through their
values and interests.
Logos (Context) Appealing to your
audience’s intelligence
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METHODS OF DELIVERY
Type of Definition Example
Speech
Manuscript A written speech • Public
which is read aloud; announce
word for word. ments
• Court
decisions
Memorized A written speech • Political
remembered by the speeches
speaker and recited • “I have a
word for word. Dream” by
MLK
Impromptu A spontaneous • Exercises
speech by the
professor
Extempora A well prepared, and • Wedding
neous crafted speech toast
which is rehearsed • Graduatio
ahead of time by the n speech
speaker

MANNERS OF SPEECH

1. Observe ethically sound goals

2. Prepare all the time
3. Tell the truth; be accurate with sources
and data
4. Be sensible and sensitive

COMPONENTS OF A SPEECH

A speech is like a burger… Make me crave