PURPOSIVE COMMUNICATION

LESSON 1 – COMMUNICATING EFFECTIVELY IN A • Visual Communication

MULTICULTURAL WORLD - you use drawings or pictures that can visually
explain what you want to convey.
UNIT 1 – THE VERBAL AND NON-VERBAL
- Most people rely to this because it uses signs,
COMMUNICATION IN VARIOUS CONTEXTS
graphic designs and countless other examples.
NATURE OF COMMUNICATION - They also found it to be the oldest form of
communication.
- Communication (Latin "communis" which means
"commons") WAYS TO IMPROVE YOUR EVERYDAY COMMUNICATION
- To be common means "to come together" or "to 1. Keep it simple.
commune" meaning to share something in common. 2. Eliminate technical jargon.
- Communication is the act of conveying messages 3. Be concise, but not too concise.
from one entity or group to another through the use 4. Avoid abbreviation and acronyms
of mutually understood signs, symbols and semiotic 5. Reduce the use of canned phrases
rules. 6. Be concrete
7. Be conversational
• The channel of communication can be visual, auditory,
tactile/haptic (example - Braille system), olfactory, UNIT 2 – PROCESS, PRINCIPLES AND ETHICS OF
electromagnetic, or biochemical. EFFECTIVE COMMUNICATION
• Human communication is unique for its extensive use of
PROCESS OF COMMUNICATION
abstract language.
• The purpose of communication is to hear and be heard. - Communication is a process of exchanging verbal
• As Paul Watzlawick's law says "You cannot not and non-verbal messages. It is a continuous
communicate." process.

• When we communicate, we send messages that are 1. Encoding

received and understood through the symbols that are - is everything that goes inside the brain of an
used. These symbols are shared in a specific culture, individual.
they maybe verbal such as spoken or written words or - involves the sender who, grounded by
nonverbal such as gestures, facial expressions, and communicative intentions and goals, decides on
appearances. assigning codes.
- it is a systematic arrangement of symbols used by
• Responding to these symbols used in meaningful individuals to create meaning.
communication through various appropriate channels
fulfills its purpose of making connections. 2. Transmission
- It is the process by which the sender, having
• Purposive communication assigned codes to come up with thought symbols
(message) that are also comprehensible by the
o is about writing, speaking and presenting to participants of the communication, transmits or
different audiences and for various sends message to its recipient.
reasons/purposes.
o a systematic arrangement of symbols used by 3. Receiving
individuals to create a meaning. - having been submitted through sound waves and
o It serves five major purposes: to inform, to light waves, it comes from the sender then reaches
express feelings, to imagine, to Influence and to the receiver.
meet social expectations. - it is assumed that the receiver's attention is to focus
o Each of these purposes is reflected in a form of on the communication at hand to facilitate better
communication. understanding of the message transported by the
sender.

FORMS OF COMMUNICATION 4. Decoding

• Verbal Communication - It is the process by which the receiver interprets or
- the spoken or written conveyance of a message. It assigns meanings to the codes transported by the
is the use of sounds and words to express a feeling. source.
speaking, presenting verbally or by exchange of - The receiver tries to give meanings to these
words use in this kind of communication. symbols which may be literal or may give
associations depending on knowledge and/or
experience.
• Non-Verbal Communication
- describes the processes of conveying a type of
5. Responding
information in a form of non-linguistic
- response is anticipated by the sender from the
representations.
receiver. Also called as feedback.
- This prefers a material to communicate like writing.
- Also called manual language because it is the COMPONENTS OF COMMUNICATION PROCESS
process of sending and receiving messages without
using words. 1. Sender
- the one who initiates the communication
Examples: haptic communication, chronemic communication,
gestures, body language, facial expressions, eye contact,etc.
PURPOSIVE COMMUNICATION
2. Receiver 2. Interpersonal Communication
- provides the sender with feedback which may - occurs between two or more people.
prompt the sender to clarify the message or signal
to carry on as planned. Examples - private conversations with friends, interview
with prospective employer, simple group meetings.
3. Message PRINCIPLES OF EFFECTIVE COMMUNICATION
- is made up of the ideas and feelings that a sender-
receiver wants to share with others. 1. Courtesy
a. Verbal symbols - expressed through words - builds goodwill. It involves being polite in terms of
b. Non-verbal symbols - expressed through gestures, approach and manner of addressing an individual.
inflection, tone, etc 2. Clarity
- makes speech understandable.
4. Channel - Unclear language is absolutely forbidden.
- are means through which we transmit the message - Jargons, cliche, expressions euphemisms, and
in either vocal or non-vocal messages. doublespeak languages must be avoided.
a. Vocal messages - are verbal and spoken. 3. Conciseness
b. Non-vocal messages - may be expressed in words - simplicity and directness help you to be concise.
or non-verbal symbols. - Avoid using lengthy expressions and words that
may confuse the recipient.
5. Feedback 4. Completeness
- the behavioral response of the sender-receiver to - each message must have a clear and logical
each other. It is the information that comes back to conclusion.
the sender of the message and informs how well the 5. Correctness
message is getting through. - glaring mistakes in grammar obscure the meaning
of a sentence.
6. Environment - Misuse of language can damage your credibility.
- the place, the feeling, the mood, the mindset and 6. Concreteness
the condition of both communicators, sender and - reduces misunderstanding.
receiver. - It must be supported by facts such as research data,
statistics or figures.
Noise - an interference that bars the message from - To achieve concreteness, abstract words must be
being understood or interpreted. avoided.
1. External noise - comes from the physical 7. Creativity
environment. - means having the ability to craft interesting
2. Internal noise - confined within the psychological messages in terms of sentence structure and word
and strategical nature of individuals thoughts and choice.
feelings are engrossed on something other than the 8. Consideration
communication skills. - sender must consider the receiver's profession,
level of education, race, ethnicity, hobbies,
7. Context interests, passion, advocacies and age when
- involves the expectations of the sender and the delivering or drafting a message.
receiver and the common or shared understanding 9. Cultural Sensitivity
through the environmental signals. - emphasis must be given to empower diverse
a. Physical context - the physical environment where cultures, lifestyles and races as well as the pursuit
the communication takes place. for gender equality and cultural sensitivity.
b. Social context - refers to the relationship the 10. Captivating
participants hold for each other. - sender must strive to make a message interesting
c. Psychological context - which has to do with the to attract better responses and attention from the
moods and emotions of the communicators at the receivers.
moment of communication.
ETHICAL STANDARDS USED IN COMMUNICATION
8. Interference ETHICS
- the barrier or block that prevents effective
communication to take place. - or moral philosophy is a branch of philosophy that
a. Psychological barriers - hampering thoughts. involves systematizing, defending and
b. Physical barriers - stimulus like weather, climate recommending concepts of right and wrong
health and ignorance. behavior.
c. Linguistic barriers - different culture and language. - It seeks to resolve questions of human morality by
d. Mechanical barriers - communication issues like defining concepts such as good and evil, right and
connectivity and electric power outage. wrong, virtue and vice, justice and crime.

TYPES OF COMMUNICATION ETHICAL RULES TO CONSIDER IN COMMUNICATION

1. Intrapersonal Communication 1. Respect the audience/receiver of information.

- operates within the communicator himself. 2. Consideration in the result of communication.
3. Truth of the information must be valued at all times.
Example - what to wear for the day, what activities to 4. Only correct information must be obtained and
engage, reflecting different situations, talking to oneself. disseminated.
5. No falsification or bending of the true information.
PURPOSIVE COMMUNICATION
UNIT 3 – COMMUNICATING IN MULTICULTURAL 3. Global edge in business and familiarization of global
SETTINGS market.
4. Understanding foreign audience benefitting effective
Globalization leadership skills.
- the process of interaction and integration among POSSIBLE CULTURAL BARRIERS TO EFFECTIVE
people, companies and governments worldwide. COMMUNICATION IN A GLOBAL ENVIRONMENT
- As a complex and multifaceted phenomenon, it is
primarily an economic process of interaction and 1. Cultural relativism.
integration that is associated with social and cultural 2. Lack of knowledge of other's culture.
aspects. 3. Discrimination and harassment.
4. Language differences
Global Culture
STRATEGIES TO BECOME AN EFFECTIVE GLOBAL
- culture which transcends national borders and COMMUNICATOR
exists in many different places around the world.
- All of these may influence people's way of thinking 1. Reviewing communication principles.
all around the world and act as socialization agents, 2. Analyzing the message receiver.
- In doing so, they transfer values and beliefs from 3. Accepting other cultures.
one culture to the other. 4. Learning their cultures and applying what is learned.
5. Considering language needs.
Global Community

- refers to the people or nations of the world,

considered as being closely connected by modern LESSON 2 – UNDERSTANDING COMMUNICATION IN
telecommunications and as being economically, THE DIGITAL AGE
socially, and politically interdependent.
UNIT 1 – CULTURAL AND GLOBAL ISSUES ON
Examples: Major offices and some homes linked with optical fiber COMMUNICATION AND ITS IMPACT
system, .global multimedia services and satellite transmissions.
We can say now that we belong to local and global community in INTERCULTURAL COMMUNICATION
multicultural settings made possible as a result of the
advancements of modern technology. - refers to interaction with people from diverse
cultures.
HOW COMMUNICATION SHAPES CULTURE AND VICE-
VERSA FORMS OF INTERCULTURAL COMMUNICATION

Communication 1. Interracial communication

- communicating with people from different races.
- a cultural practice like any other, shaped to a large 2. International communication
degree by personal experience and tradition. - communicating between representatives from
- Each culture often uses a particular language, different nations.
though there is not a one-to-one correspondence, 3. Intra-cultural communication
think of how many cultures have used a second - interacting with members of the same racial or
language like English, French or any language for ethnic group or co-culture.
communication.
ISSUES ON INTERCULTURAL COMMUNICATION
Multi – Cultural Communication
Linguistic Competence
- people from multiple backgrounds with different
ways of communication, coexist without really - is an important part of intercultural communication.
interacting deeply. - It requires understanding and perception of different
cultures.
Inter – Cultural Communication
Effective intercultural communication
- acknowledges the coexistence of multiple cultures
in a single space, be it physical or virtual. - a vital skill, along with the language knowledge, for
- Training in language is one integral part. the multinational countries, companies and people.
- By being aware as an active participant in multiple
cultures, one can enrich his own global perspective. - To avoid misunderstanding people need to acquire
language competence and practical skills, to study
Cross – Cultural Communication the culture and traditions of the country where they
plan to live or work.
- is the comparison between two or more cultures and
most useful for workers who are planning to relocate
- Since each culture has its distinct aspects,
abroad.
intercultural communication can be the cause of
ADVANTAGES OF COMMUNICATION IN A GLOBAL conflict and disorder.
SETTING

1. Intercultural competence in communication resulting in THREE MAIN ISSUES – ROOT PROBLEM OF

productivity and proficiency at work. INTERCULTURAL MISCOMMUNICATION
2. Promotes teamwork because backgrounds do not
1. Language Barrier
matter.
- a difficulty for people communicating because they
speak a different language.
PURPOSIVE COMMUNICATION
2. Cultural Diversity 5. Can build brand
- a society made up of many different groups with 6. Drive traffic to your website
different interests, skills, talents and needs. 7. Evaluate your performance
- It also means that some members can have differing
religious beliefs and sexual orientations. Disadvantages
3. Ethnocentrism 1. Promote negative experiences such as inadequacy
- the belief in the inherent superiority of one's own about your life or appearance
ethnic group or culture, a tendency to view alien 2. Negative effect on teens like distracting them, disrupting
groups or cultures from the perspective of one's their sleep, exposing them to bullying
own. 3. Rumor spreading
CULTURAL DIVERSITY IN THE WORKPLACE 4. Unrealistic views of other people's lives and peer
pressure
• Diversity benefits the workplace because people from 5. Link to unhealthy dispositions in life, feelings of envy,
various backgrounds have different perspectives. and less satisfaction with life
• Their contribution to the business allows the group to 6. Can lead to ADHD symptoms, depression, anxiety and
look at problems from all different angles, the results are sleep deprivation
often innovative.
IMPACT OF FAKE NEWS ON SOCIAL MEDIA
• If employees and management do not encourage
cultural diversity, teams will be weak. - Is quickly becoming an epidemic and has been
• When it works, diversity increases workplace playing a vital role in campaign, politics, influencing
productivity and profits. votes and dominating the media to a greater extent
in our daily lives.
- It has an illusory effect; the fact that if a lie is
HOW TO IMPROVE INTERCULTURAL
repeated enough times, you will begin to believe it
COMMUNICATION COMPETENCE
is true.
1. Recognize the validity and differences of - The effect that fakes news has on people's views of
communication styles among people. news media with so much false information,
2. Learn to eliminate personal biases and prejudices. consumers are skeptical and it erodes the trust they
3. Strive to acquire communication skills necessary in a should have in the media.
multicultural world
HOW DO WE COMBAT FAKE NEWS?

1. Consider the journalist or media

UNIT 2 – THE IMPACT OF COMMUNICATION ON - unless it is from a credible news source, be weary
SOCIETY AND THE WORLD that the information could be fake.
2. Research
COMMUNICATION PORTAL - check the citations and dates of research to ensure
it’s from a reputable source and not outdated.
• a service that allows individuals, businesses, schools
- It could have been true at some point, but if it is more
and government agencies to share information from
than a few years old, the information could no longer
diverse sources using unified communications (UC)
be fact.
media.
3. Find the source
• The most common modes are email, texting, voice-over
- do not just Google it to see if the information is on
IP (VoIP) and conventional telephone services.
other sites.
FEATURES OF A COMMUNICATION PORTAL CAN - Find sites like Snopes which is excellent at setting
INCLUDE: the record straight.

1. call answering and disconnect Note: Be vigilant to put a stop to its recirculation. If you see a friend
sharing inaccuracies-ask them to remove their post. Add
2. call waiting and call holding
comments to articles stating the false claims, adding a link to the
3. caller identification
accurate information. We cannot stop fake news, but we can at
4. capability for voice-enabled e-mail least do our part to keep it from being reposted or repeated.
5. contact whitelisting and blacklisting
6. ability to dial any number in a document or message UNIT 3 - VARIETIES AND REGISTERS OF SPOKEN
7. dynamic contact availability and status displays AND WRITTEN LANGUAGE
8. automatically updated address book
TWO DIFFERENT MODES OF LANGUAGE
9. messaging shortcuts for favored contacts
10. ability to set up and modify conference calls 1. Spoken Language (oral language)
11. detailed messaging and contact histories - a language which is spoken by people, used in
12. compatibility with all popular Web browsers and among conversations.
multiple service providers - It will have lots of phrases and incomplete
Advantages/Disadvantages of Using Social Media sentences which are "understood in context".
Platforms - Mostly questions, answers, and short
sentences/phrases which express an idea. It is
Advantages produced by articulate sounds, as opposed to a
written language.
1. Can reach a large audience
2. Direct connection with the audience
3. Create organic content
4. Access to paid advertising services
PURPOSIVE COMMUNICATION
- Others refer to sign language as also "spoken" - Example: paper presentation sessions in an
especially in contrast to its written transcriptions (in international academic conference.
Braille).
- In spoken language, much of the meaning is
determined by the context. LESSON 3 – EXPLORING TOOLS FOR LOCAL AND
GLOBAL COMMUNICATION
2. Written Language UNIT 1 – EVALUATING TEXTS THAT USE WORDS AND
- the written form of communication which includes IMAGES
both reading and writing.
- It is the representation of a spoken or gestural TEXT
language by means of a writing system.
o includes any form of written, spoken or media work
- an invention in that it must be taught to children, who
conveying meaning to an audience.
will pick up spoken language or sign language by
o may use words, graphics, sounds and images in
exposure even if they are not formally instructed.
presenting information.
VARIETIES OF SPOKEN AND WRITTEN LANGUAGE o may be in oral, print, visual or electronic forms.

1. Varies when communicating with people within (local) o every piece of text carries a message, and every
and outside (global) our community. message carries a meaning that maybe true or false.
2. Varies in speaking and writing.
3. Varies in everyday and specialized discourses. o as a regular consumer of text and receiver of
information, you need to be more aware and critical
about what you accept as a matter of truth or fact.
EIGHT DIFFERENT DOMAINS IN WHICH LANGUAGE
VARIES: IN EVALUATING “TEXT” YOU NEED TO CONSIDER
1. Local Everyday Written THE FOLLOWING:
- this may include instances of local everyday written 1. Message
usage found in the neighborhood posters. 2. Purpose of the message
- Example: a poster looking for transients/bed 3. How is the message conveyed
spacers 4. Target audience of the message
5. Effect of the message being conveyed
2. Local Everyday Oral
- this may occur in local communication among MEDIA LITERACY
neighbors in everyday, informal and local varieties
o The ability to identify different types of media and the
of languages.
messages they are sending.
- Examples: Filipino dialects
o Therefore we, as the readers or viewers need to view
the media objectively, with the goal to find out or analyze
3. Local Specialized Written
what is being presented.
- An example of local specialized written usage can
o Encompasses the practices that allow people to access
be found in the publications and web sites of local
critically evaluate, and create or manipulate media.
societies such as the Baguio Midland Courier.
(Wikipedia)
o The US-based National Association for Media Literacy
4. Local Specialized Oral
Education defines it as the ability to analyze, evaluate,
- involves specialized discourses.
create and act using all forms of communication.
- Example: in a computer shop in the neighborhood,
specialized local usage can be found. A specialized
computer game-related vocabulary is used.
KEY CONCEPTS OF MEDIA LITERACY
5. Global Everyday Written 1. All media messages are constructed.
- avoids local colloquialism to make the text o Media texts are built just as surely as buildings
accessible to wider communities of readers. and highways are built.
- This can be found in international editions of o The key behind this concept is figuring out who
newspapers and magazines. constructed the message, out of what materials
and as to what effect.
6. Global Everyday Oral
- may occur in interactions between people coming 2. Media have embedded values and points of view.
from different parts of the world when they talk about o Because they are constructed, media
everyday casual topics. messages carry a subtext of who and what is
important-at least to the person or people
7. Global Specialized Written creating the message.
- expands to as many readers internationally, hence o The choice of a character’s age, gender or race,
the non-usage of local colloquial expressions, one the selection of a setting, and the actions within
example is in international research journal articles. the plot are just some of the ways that values
become “embedded” in a television show, a
8. Global Specialized Oral movie or an advertisement.
- occurs when people from different parts of the world
discuss specialized topics in spoken form.
PURPOSIVE COMMUNICATION
3. Each person interprets messages differently. 15. chatbots
o Different people experience the same media 16. blogs/vlogs
message differently. 17. tracking software
o Audiences play a role in interpreting media
messages because each audience member ... as well as online collaboration and productivity platforms
brings to the message a unique set of life MODERN COMMUNICATION TOOLS TO HELP YOU
experiences. STAY CONNECTED WITH YOUR AUDIENCE.
o Differences in age, gender, education and
cultural upbringing will generate unique 1. Social media
interpretations. 2. direct message
3. instant message
4. Media have commercial, ideological or political 4. SMS 5.
interests. 5. text messaging
o Most media messages are organized to gain 6. email marketing
profit and/or power. 7. direct email
o Much of the world's media were developed as 8. blogging
money-making enterprises. 9. voice calling
o Newspapers and magazines lay out their pages
with ads first: the space remaining is devoted to • Communication in today's society plays a major role in
new. the public and private sphere.
o Likewise, commercials are part and parcel of • Nowadays, communication globally is at the tip of your
most television watching now. fingers literally.
o The internet has become an international • There are a lot of different forms of technology that has
platform through which groups or individuals made this possible, from ipads, to Kindles, to blackberry
can attempt to persuade. playbooks and more.
• Tablets and wireless internet have allowed many
5. Media messages are constructed using a creative countries to communicate instantaneously with the use
language having its own rules. of emails, text messaging, instant messages and video
o Each form of communication has its own chat.
creative language scary music, heightens fear, • Modern day technology keeps communication constant.
camera close-ups convey intimacy, big • It allows people to express themselves with a click of a
headlines signal significance. button.
o Understanding the grammar, syntax and
metaphor of media language helps us to be less Therefore, future technology should be more compatible with
susceptible to manipulation. people's need, Tablets should be Nano sized, lite and slick.
interactive and portable. Users should be able to explore endless
possibilities from writing word documents to creating and designing
websites. Future tablets should be able to bend, fold and roll while
UNIT 2 - COMMUNICATION AIDS AND STRATEGIES: giving the user the experience of reading a book or a magazine.
UNDERSTANDING AND ANALYZING TOOLS OF The future holds a lot of promise for auto voice translating and
TECHNOLOGY interpreting which will remove any language barriers. The future
progression in technology will change the dynamics of
• In today's digital era, communication is easier than ever communication all across the world, in the classroom, the
before, people can connect with each other, share workplace and in the public sphere.
online content with the click of a button and work
COMMUNICATION AIDS AND STRATEGIES
together on projects regardless of distance.
• Modern communication devices, such as smartphones WHAT IS A COMMUNICATION AID?
and laptops open up new opportunities for individuals
and business alike. • A communication aid helps an individual to
communicate more effectively with people around them.
TOOLS OF TECHNOLOGY IN COMMUNICATION • Communication aids are also referred to as AAC
devices.
• A wide variety of communication tools are used for
• AAC refers to Augmentative and Alternative
external and internal communication, these tools
Communication.
include:
• These are a huge range of techniques which support or
1. mail
replace spoken communication.
2. email
3. telephones • These include gesture, signings, symbols, word boards,
4. television, cable tv communication boards and books as well as voice-
5. radio and sound recording and reproduction technology output communication aids (VOCAs).
6. cellphones WHAT ARE COMMUNICATION STRATEGIES?
7. smartphones
8. computers • These are the verbal, nonverbal and visual
9. laptops communication
10. VoIP/internet telephony
11. video and multimedia equipments
12. web conferencing tools, google meet, zoom, messenger
rooms
13. social networking like Facebook, Twitter, Instagram etc pasadong midterms cutie!!!!<33
14. messenger apps