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Republic of the Philippines

ISABELA STATE UNIVERSITY

COLLEGE OF ARTS AND SCIENCES

Purposive Communication

Module 1

Lesson 1: Communication Principles and Ethics

Learning Outcomes:

At the end of the lesson, you are expected to achieve the following:
1. Describe the nature, elements, and functions of verbal and non-verbal communication in
various multicultural contexts.
2. Explain how cultural and global issues affect communication, and why ethical
communication is essential.
3. Appreciate the impact of communication on society and the world.

I. PROCESSES AND PRINCIPLES OF EFFECTIVE COMMUNICATION

Effective communication is a critical interpersonal skill and learning how you can improve
your communication has many benefits. It sounds so simple: say what you mean. But all too often,
what you try to communicate gets lost in translation despite your best intentions. You say one thing,
the other person hears something else, and misunderstandings, frustration, and conflicts ensue. This
is very true, especially in the absence of physical, face-to-face communication.

Communication is beyond simply putting words into thoughts and emotions. It is done
effectively only when information is transmitted without changing both the content and the context
of the message. Simply put, communication is the art of creating and sharing ideas for a specific
purpose. It comes in many forms:
● verbal communication, which includes the use of language, sounds, and tone of voice
● non-verbal communication, which includes body language and facial expressions
● written communication, such as through journals, emails, blogs, and text messages
● visual communication, which involves signs, symbols, pictures, graphics, and emojis

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Effective communication is dependent on how rich those ideas are, and how much of those
ideas are retained in the process. In order to be an effective communicator, a number of skills have
to be utilized. Which skill one chooses dramatically varies and is dictated by the situation, the content
or the actual information a person needs or wants to convey, and the intended recipient of that
information.

DID YOU KNOW? Almost 91% of professionals from the world’s top 300 multinational
companies said that communicating in English is important for work success, but only
7% of them indicate that their current level of English is sufficient for their jobs. This is
based on “The Globalization of English” research study conducted by the McKinsey
Global Institute.

Audience Analysis

A key element in effective communication is audience analysis. “Audience” here does not
only refer to the people listening to you in a public speech. Rather, it refers to anyone who is
expected to receive the message you are sending. Take the scene below from an episode of Modern
Family:

Watch the link below:

Modern Family | Lily Goes to a Vietnamese Restaurant for the …

Knowing the audience, understanding their level, and how they need to receive the
information – also known as skills in audience analysis – are extremely important in “packaging” the
message and sending it across. Audience analysis is therefore one skill an effective communicator
must have. It is imperative that you find out who the audience is – who will actually receive your
‘message’ – and what they need to know. Only in doing so can you properly adjust all the other
elements of communication, such as your words or registers, your tone, and your expressions.

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Conducting an Audience Analysis

When speakers tailor messages to audiences, audience

members:
● Become more attentive to the speech
● Experience positive feelings toward the speaker
● Open their minds to ideas that target their
needs, interests, and values

Understanding an audience involves:

● Understanding situational characteristics
● Incorporating demographics
● Seeking common ground
● Identifying prior exposure
● Identifying audience disposition
● Gathering information about your audience
● Situational audience analysis

Understanding Situational Characteristics

Size

How many people will be in the audience?

➔ Small groups
◆ More interaction
◆ Can tailor more detailed and specific message
➔ Large Groups
◆ Less interaction
◆ Must anticipate reactions
◆ Craft a widely accessible message

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Ponder on this!
Recall an experience you had when you shared your opinion in a public
forum (like in a classroom or on social media). How did your audience
react and how did you respond to their reaction? (5 points)

Time

Presentation time issues:

➔ Short speeches need to be concise.
➔ Longer speeches can take more time to develop a message.
Chronemics or body clock refers to the time of day or day of the week speech is given.
➔ Certain times (e.g., early Monday morning) can impede an audience’s attention.
➔ Be sensitive to body clock and adjust speech as needed.

Ponder on this!
Share a situation in which you relayed a poorly-timed message that led to a
conflict or further misunderstanding. What could have been a more
appropriate time or situation to relay this message? (5 points)

Location

The setting where you deliver the speech (also called forum)
Take into account:
➔ Acoustic characteristics
➔ Level of technology
➔ Sight lines
➔ Lighting

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Ponder on this!
Based on the principles of location, rate our venue right now from 1-10. State
your reason and suggest some improvements. (5 points)

Mobility

Stationary audience: Sitting or standing

Mobile audience: Strolling by, stopping briefly
➔ If audience members are free to leave during the speech, you must work extra hard
to keep their attention.

Tip!
● Don’t take captive audiences for granted, good speakers work just as
hard at keeping their attention.
● If appropriate, consider rewarding a captive audience for their
participation.

Ponder on this!
Social media users are also examples of mobile audience. What message
would you like to share on social media, and how can you effectively attract
attention? (5 points)

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Incorporating Demographics

Characteristics of listeners that help you anticipate your

audience’s beliefs about your topic:
● Age
● Gender composition
● Sexual orientation
● Race and ethnicity
● Religious orientation
● Socioeconomic background
● Political affiliation

Age

➔ For audiences with diverse ages, tailor supporting materials to varied experiences.
➔ Contextualize unfamiliar historical details.

Ponder on this!
Give an example of a common misunderstanding your generation has with the
older generations. How can you effectively address this issue? (5 points)

Language should reflect that both young and older people are independent and can
contribute to society.
Avoid… Example:

Needless assumptions ● Students are all ages and need

about age. not to be referred to as ‘kids’
● Old people, pensioners,
geriatric → seniors, mature
ages

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Gender Composition

➔ Craft messages that will appeal to the needs of

both genders.
➔ Do not use gender stereotypes or sexist
language.

Ponder on this!
Give an example of a problematic statement you have heard or read about your
gender group. What makes this message inappropriate? (5 points)

Gender-sensitive language is the realization of gender equality in written and spoken

language. It is attained when women and men, and those who do not conform to the binary
gender system are made visible and addressed in language as persons of equal value,
dignity, integrity, and respect.

Suggested Language Practices

● Use titles and modes of address consistently with men and women (Mr. for
males, Ms. for females). If unsure, a polite question like “How would you like to
be addressed?” is always appreciated.
● Avoid using occupational titles containing the ‘feminine’ suffixes -ess, -ette, -trix,
-ienne. (Authoress - author; headmistress - principal)
● Avoid the generic use of man or of composite words involving the syllable ‘man’.
(mankind - humanity; spokesman - spokesperson)
● Avoid irrelevant, gratuitous gender descriptions.
(the lady editor; the female doctor; the male nurse; homosexual Minister)

Gender Neutral Terms

Forefathers → Ancestors, Forebears

Man-made → Artificial, Manufactured

Common man → Average/Ordinary Person

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Chairman → Chair, chairperson, coordinator

Ladylike → Courteous, Cultured

Freshman → First-year student

Steward, stewardess → Flight attendant

Manpower → Human resources

Congressman → Legislator, representative

Mailman, Postman → Mail carrier, Letter carrier,

Postal worker

Mankind → People, human beings

Policeman → Police officer

Man → Person, individual

Brotherhood → Solidarity

To man → To operate, to cover, to staff

Sexual Orientation

Do not assume everyone is heterosexual.

Acronym LGBTQ+ includes various sexual
orientations.
Inclusive word choice can help.
➔ Overt: Gay couple
➔ Passive: Loving couple

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Ponder on this!
Give examples of outdated beliefs, statements, terms, or overgeneralizations
about diverse sexual orientations. (5 points)

Race and Ethnicity

➔ Race: Common heritage based on genetically shared physical characteristics

➔ Ethnicity: Cultural background
➔ Be sensitive to racial and ethnic backgrounds.
➔ Do not assume all people from the same backgrounds think alike.

Ponder on this!
Unfortunately, Filipinos are notoriously known for being
passive-aggressively discriminatory towards specific races and ethnicities,
and not many people are aware of this. What are examples of racially
inappropriate terms, notions, and statements that Filipinos need to
change? (5 points)

The use of non-discriminatory language means that value judgments based on the
ethnic or racial background of a person or a group of people should not be made unless they
are essential to the content of a communication.
Avoid… Example:

Using negative, ● “Phew! You smell like an (ethnic

discriminatory, or group).”
stereotypical terms that ● “Don’t sound so angry all the time,
would be offensive to you’re not (ethnic group).”
indigenous people. ● “Don’t offend those (ethnic groups).
Their whole family would hunt you
down.”

Using unnecessary ● Some Iraqi youth were injured in the

reference to the ethnic, accident.
racial, or a religious group ● A thief, who is a member of (name of
unless essential to the ethnic group), was caught red-handed
topic. by the police officers.

Using terms that belittle a ● Colored or nigger to refer to Africans

person or a group on the ● Oriental, brownie, chingchong, and
basis of race, ethnicity, yellow man to refer to Asians
religion, or geographical

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location.

Religious Orientation

➔ Numerous religions exist in the world and in the Philippines.

➔ Religion can influence an audience’s attitude, but it does not predetermine it.

Ponder on this!
With regards to the recent issues surrounding Pura Luka Vega, and the stand-up
comedians, Gold Dangal and Jeleen Cubillas, why do you think their message
outraged many religious groups in social media? (5 points)

Socioeconomic Background

Refers to the audience’s socioeconomic status

➔ Measure of financial resources, educational level, and occupation
Consider how this influences the audience’s individual and collective concerns
➔ Tailor examples as needed

Ponder on this!
The pandemic and 2022 elections created a further cultural rift among different
socioeconomic groups in the Philippines. Share a political or economic belief that
you have and explain how you can have a healthy discourse about this with
someone from a different socioeconomic status. (5 points)

Political Affiliation

Political affiliation can be hard to pin down, but knowing an

audience’s political orientation or position on a specific
issue can help you design your speech.

Ponder on this!
Based on your experience with the previous election,
how can you personally ensure that you will maintain a
healthy discourse with someone with a different
political belief in future elections? (5 points)

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Physical and Intellectual Ability

People with disabilities do not want to be pitied, feared, or ignored, or seen as heroic or
extraordinary.

If possible, find out how the individual refers to her or his disability.

Avoid… Example:

Unnecessary reference to ● A blind musician played the

the physical and intellectual piano in the benefit concert last
ability of a person or a night.
group.

Using terms which ● A deaf musician → a musician

associate a person or a with hearing impairment
group with a disability. ● A disabled person → a person
Don’t make it seem like with a disability
their disability is their only ● A special child → A child with
trait. special needs
● Handicapped person → people
with physical disabilities
● Psychiatric patient → patient
with psychiatric disorders

Unclear terms for a person ● Someone who changes mood

or a group with a disability. easily is not automatically
‘bipolar’
● Someone who is neat and a
stickler is not ‘OCD’

Tip!
● Put the Demographic Pieces Together. Every audience is
unique.
● Analyzing shared audience characteristics can help you frame
your message effectively.

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Seeking Common Ground

● Sharing beliefs, values, or experiences you have in common with listeners builds
connections.
● Nonverbal signals, especially dress, build connections, if authentic.

Ponder on this!
Think of someone who is completely opposite your personality, status, or belief. How can you
establish a common ground with that person? (5 points)

Identifying Prior Exposure

● Extent to which audience has already been exposed to the message
● Prior exposure can change how you present a message.
● Speaker should answer the three following questions ahead of time.

Has My Audience Heard This Message Before?

➔ If “No,” craft the message you want, as few will have strong prior beliefs (you may
have to provide more details)
➔ If “Yes,” move on to the next question

Has My Audience Responded Positively to the Message?

➔ If “Yes,” use this speech to reinforce the previous message and motivate your
audience to take action.
➔ If “No,” move on to the next question

Why Did the Previous Message Fail?

➔ Ask why the previous message failed.

➔ Use those insights to tailor your speech for a more successful approach.

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Identifying Audience Disposition

Sympathetic Audience Neutral Audience Hostile Audience

Already likes you or your Has no opinion of you or your Opposes you or your message
message message ➔ You probably will not
➔ They already agree, so ➔ May be apathetic or persuade them to act.
get them to act. interested ➔ Set smaller, more
➔ Do not spend extra ➔ May act positively or realistic goals.
time on persuasion. negatively

Ponder on this!
Share a controversial opinion that you have. Try to convince your instructor that it is correct
depending on her reaction. (5 points)

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Gathering Information About Your Audience

Surveying Your Audience

Survey: A set of written questions you ask audience before speech

Three common forms:
➔ Fixed-response questions: Multiple choice, true/false
➔ Scaled questions: Range of feelings (strongly agree to disagree)
➔ Open-ended questions: Invite respondents to write what they want

Tip!
● If the way an audience feels about a topic is important to you, try
scaled questions.
● If you are unsure what issues your audience is concerned with in
regard to your topic, use open-ended questions.

Interviewing Your Audience

Interview: Face-to-face or phone

interactions with audience
➔ Interaction gives more depth
in responses.
➔ Interview a few audience
members.
➔ Ask any type of survey
question.
➔ Interview a range of audience
members.
➔ Be sure to use good listening
skills and to thank the
interviewee.

Considering and Observing Your Audience

Ask yourself questions about what the forum or event tells you about the audience.
➔ Stationary or mobile audience?
➔ Sympathetic, hostile, or neutral?
Seek literature about the organization or audience you are addressing ahead of time.

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Situational Audience Analysis

What to do if the audience is not like the one you expected.
➔ Don't act surprised—the audience may hear this as a lack of preparation.
➔ Check outline and adjust it if necessary.
➔ Check visual aids: Are some now unnecessary, or do some of them now need more
explanation?
➔ Use audience feedback to adjust.
➔ If an audience unexpectedly appears hostile, seek common ground.

Tip!
● Using the extemporaneous style makes it easier to adapt to
audience feedback during your speech.
● The more you learn about your audience before your speech, the
more specific you can make your persuasive pitch, so don’t skip this
step.

Another aspect that needs consideration in analyzing the audience is identifying and trying to
overcome possible communication barriers. These are not confined to physical noise (cars passing
by, someone pounding on the table) and physiological issues (an upset stomach), but could also
include cultural differences, varying levels of expectations and experiences, and differences in
perspectives and communication styles.

Anyone might experience one or all of

these barriers at any given circumstance, and
that such barriers exist has to be recognized
so that anyone who is trying to communicate
can adjust and apply the proper tools and
strategies to remove those barriers that
prevent the message from getting across.

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Principles of Effective Communication

Effective communication requires a certain level of connection between and among people,
allowing a series of exchanges of thoughts and emotions, eventually leading to mutual
understanding. In order for that to happen, the following principles must be observed.

Clarity. This pertains to both the message and the purpose why the message has to
be sent. The message should be clear by using appropriate language and communication
channels, but equally important is that the reason for sending and receiving the message
must be understood by both sender and receiver.

Conciseness. The message should be as brief as may be required depending on one’s

purpose, especially in most modern contexts in the business and academic fields where time
is of the essence. It should be devoid of trivial details that would hinder communication.

Completeness. Despite its conciseness, the message should still be complete.

Whenever necessary, background information should be given to provide better context;
facts and observations may also be helpful.

Correctness. Communication must be correct in tone and style of expression, spelling,

grammar, format, contents, statistical information; stress-unstressed, etc. There should not
be any inaccurate statements in the message. In the same way, the incorrect statements and
other miscellaneous errors of the speaker lower the listeners’ confidence in him and it may
tarnish his image and reliability too.

Organization. Effective communication is usually planned in order to ensure the

systematic flow of ideas and transition from one point to another. There are instances,
however, when communication is impromptu, but this should not be an excuse for an
organized presentation of ideas.

Empathy. The sender of the message should be sensitive to the needs and interests
of the receiver. In case of face-to-face communication, the speaker must always be conscious
of the reaction of the listener and adjust his/her communication strategy accordingly.

Flexibility. Different people have different communication styles, and consequently,

different expectations. Effective communicators know how to adapt to the varying needs
and expectations of their audience, and modify the message or the way the message is sent
to avoid misunderstanding or misinterpretation.

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II. COMMUNICATION AND GLOBALIZATION

The notion of the world being a global village has been a hot topic ever since the idea was
brought up, especially in light of the rapid advances in technology and digitization. Globalization has
been regarded as the key to the worldwide integration of humanity, where there is an increased
economic, political, and cultural integration and interdependence of diverse cultures. In Southeast
Asia, for example, the ASEAN Integration has been a buzzword among social communities, opening a
wide array of discussion for future collaborations.

For our part, we Filipinos have increased

our awareness and acceptance of the notion that
we belong to a diverse, global community. This is
not confined to communication with people from
other countries, but is inclusive of communication
within our own societies, even with the minorities
and the indigenous peoples. It is therefore
imperative that WE learn to communicate
effectively with people regardless of age, gender,
race, ability, religion, sexual orientation, income,
marital status, or ethnicity.
theconversation.com/socialdiversity

Communication in the modern world must be anchored on the concept of diversity, since
effective communication and the ability to understand cultural differences are skills that have
become requisites not only for a meaningful social life but also for a successful professional career.

Even professionals from countries that are traditionally known for sticking to their native
tongue (e.g. Japan, Korea, Vietnam) have started to learn English, as the internationally recognized
lingua franca, with the concept that learning English does not make them less Japanese, Koreans, or
Viets.

In addition, digital technology has erased territorial boundaries among countries and among
people with varying cultures. The notion of being a ‘stranger’ has been revolutionized as the people
whom we used to treat as strangers are now our co-workers, classmates, or friends – albeit some
only in social media.

Hence, there is a need to develop graduates and professionals who are multiculturalists –
those who are engaged with and respectful of people from different cultures. These are not
necessarily people from other countries all the time, since a country may have varying sub-cultures
among its general society. In the Philippines, for example, there is no argument that people from

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Southern Tagalog have a different culture from the Bicolanos, and those from Zamboanga have
different norms and beliefs from the Ilocanos.

FORMATIVE ASSESSMENT
Are you ready to communicate in a global and multicultural environment? Assess your
readiness to communicate effectively with people having different cultures. Simply write True or
False after each statement.
1. I enjoy communicating with persons who are like me in terms of interests and with
the same socio-economic status, as much as I enjoy communicating those who are
not ‘like’ me. __________
2. I am equally sensitive to the concerns of all groups of society, and I genuinely care
to the plight and issues surrounding them. __________
3. I can tell when persons with different cultures do not understand me or are
confused by my actions. __________
4. I am not afraid of interacting with members of minority groups nor with members
of a dominant culture. __________
5. Persons from other cultures who do not actively participate in a conversation,
debate or any form of discussion act that way probably because of their culture’s
rules. __________
6. Persons from other cultures have the right to be angry at members of my own
culture. __________
7. How I handle conflict or disagreements with persons from other cultures depends
on the situation and on the culture they are from. __________
8. My culture is not superior to other cultures. __________
9. I am knowledgeable of how to behave when communicating or interacting with
people having different cultures. __________
10. I respect the communication rules of cultures other than my own. __________

Discuss your answers with your professor or your classmates.

The greater the number of statements that are honestly true to you, the more prepared you
are to welcome the opportunity of communicating and interacting with people from different
cultures. This is a very important aspect in one’s personal life or professional careers, since avoiding
intercultural communication is virtually inevitable in any organization.

This is especially true in business organizations, when products can go global and the manner
by which any product is communicated to the global market can make or break the brand. Here are a
few examples of business miscommunication in a global setting:

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● In the past, Gerber dealt with issues in some cultures where women
have low literacy rates such as Africa and the Middle East. The women in
these cultures generally use pictures to tell them what food they are buying.
When Gerber started selling their product in these countries, the women
saw the picture of the baby and believed that there was a baby or part of
one baby in the jar.

● Irish Mist is a brown whiskey produced in Dublin, Ireland. In

Germany, however, “Mist” literally translates to “crap”.

● Joni (read as “Yoni”) is a brand of skin product. However, Yoni

means ‘uterus’ or ‘vagina’ in Sanskrit, and is an Indian representation of
female genitalia, especially pertaining to the Hindu goddess Shakti.

Undoubtedly, globalization has affected the way people and companies communicate with
each other. In some cases, cultural differences have accentuated cultural insensitivity, which is most
felt in the business world. Since everyone is a consumer of particular business products, it is
important to know the issues, etiquette, protocol, communication styles and negotiation approaches
of people from different cultures using the business experience as example. Here are some instances
when lack of cultural or linguistic sensitivity in global communication severely affected companies or
products.

● McDonald’s spent thousands on a new TV ad to target the Chinese

consumers. This featured a Chinese man kneeling before a McDonald’s
vendor and begging him to accept his expired discount coupon. The ad
caused uproar over the fact that begging is considered a shameful act in
Chinese culture.

● Similarly, McDonald’s also unintentionally offended thousands of Muslims when it printed an

excerpt from the Koran on its throwaway (take-out) hamburger bags. Muslims saw this as
sacrilegious.

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● Some staff at the African port of Stevadores saw the supposedly

internationally recognized symbol for “fragile” (i.e. broken wine glass). Since in their
culture, they treat the pictures printed on packages to be a representation of what’s
inside, they thought it was a box of broken glasses and threw all the boxes into the
sea.

● The film “Hollywood Buddha” caused outrage and protest on the streets of Sri Lanka,
Malaysia and Myanmar (Burma) when the designer of the film’s poster decided to show the
lead actor sitting on the Buddha’s head, which is an act of clear degradation against
something holy.

● Coors (beer) once had its slogan “Turn it loose.” translated to Spanish, but it became to mean
“Suffer from diarrhea.”

All of these examples are predominantly business-related, where companies failed to regard
cultural differences in packaging and communicating their product to the global market. However,
the cost of cultural insensitivity in global communication can be felt in everyday communication, as
cultural misunderstandings often lead to misinterpretation and unnecessary tension between
people. Here are some examples demonstrating this in a global setting:

● Showing the sole of a shoe (by crossing one’s legs and pointing one’s shoes to the
speaker, for example) means nothing to observers in most Western and Asian
countries. In Muslim cultures (such as Saudi Arabia), however, the gesture is
perceived as insulting. Similarly, crossing one’s legs while seated is customary for
Westerners, but this is a social faux pas in Korea.

● Blinking rapidly while another person is talking is normal for most people, especially
during tense situations. For Taiwanese, this is considered impolite.

● The Japanese view the business card as an extension of their body, while Americans
view it simply as a business formality. Hence, when Japanese hand over their
business cards with two hands and with great care, they get insulted when the
person receiving just put it away with haste.

These are just some of the instances when miscommunication and misunderstanding can
happen as a result of cultural ignorance and insensitivity in the global environment. In order to
develop more meaningful relationships and establish productive interaction with people having
different cultures, everyone should recognize and respond to such differences and nuances. In
addition, people have to be mindful that not everyone from the same culture exhibits the same
characteristics and habits in communication, so sensitivity is key to any successful communicative
situation.

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In communicating in a highly global environment, the challenge that faces everyone is to

learn to understand, accept, and address cultural – and communication – differences.

Note!

Cultural awareness is knowing that there are multiple different cultures-

based on religion, ethnicity, nationality, and other factors- that have different
outlooks and attitudes.

Cultural sensitivity involves accepting cultural differences without

insisting your own culture is better, or that everyone should do it your way.
Sometimes called cultural competence- being able to work effectively alongside
people from diverse backgrounds.

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III. ETHICS IN COMMUNICATION

Effective communication is ethical communication. Communication is ethical only when it is

genuine, open, cooperative, and sensitive to one’s cultural and social beliefs and practices. If there is
an intent to conceal the truth or bring damage to any organization, group or individual person,
communication is considered unethical. Even in situations when there is no intent to harm, but
damage to a certain group is inevitable because of the message or the channel used to relay the
message, it is still considered unethical.

Analyze the following print advertisements and

determine if these are ethical or not. Consider
the following guide questions in your analysis.
1. What is the message of the ad? (10 pts.)
2. How is the message underscored?
What semiotics are used (text? images?
others?) (10 pts.)
3. Is there any individual or group that
may be offended by the ad? (10 pts.)
4. Is there another way of presenting or
delivering the message? (10 pts.)
5. Do you think the ad is ethical? (10 pts.)

Did you notice the placement of the “before” and “after” texts? Did you notice that the
“before” text was right under the colored woman, while the brown-skinned model was at the
middle, and the fair-skinned woman was at the far right, below the text “after”? How does this relate
to the product tagline, “Visibly more beautiful skin…”?

Can you relate this with the popular yet stereotypical Filipino belief that “white is beautiful”
hence the proliferation of whitening products, such as soap and lotion?

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Note!
Below are factors to consider in making a culture-sensitive image:
■ Positive Visuals
Avoid situations that consistently show members of any group as superior or inferior.
■ Cartoons
Avoid being influenced by personal biases or perceived stereotypes when portraying certain
cultural groups.
■ Realistic Features
Show diversity. Don’t limit your portrayals to young, slim, white, athletic specimens.
● Asian skin is not bright yellow.
● People are varied in shape and size
■ Avoid Ageism
Integrate ages in visuals, showing older people or little children. Depict a variety of physical
appearances. Portray all children reflecting their range of emotions.

SIMPLE ACTIVITY: Reflective Analysis

Reflective Analysis. Briefly explain your

assessment of the ad, with focus on the
five questions in the previous page. Use ¼
sheet of paper.
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PERFORMANCE TASK

Do you know other print or television advertisements that are non-ethical because they are
discriminatory, stereotypical, and/or sexist?

Spot these ads in magazines, newspapers, social media networks, Youtube, or any other
platform. Share these in class and discuss:

1. why you think the ad is unethical;

2. how it could possibly be received by certain groups; and
3. what could be a better way of presenting the ad.

Take note of the following rubric in assessing your response:

Content (10 pts.): Your material is spot-on and obviously well-researched.
Reasoning (10 pts.): Your line of reasoning is logical and justified.
Organization of Ideas (5 pts.): Your ideas are well-presented and highly organized.

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A. How Past Experience and Prejudice Affect Communication

Most people bring their past experiences into a communication situation. Sometimes, they
pitch in existing information because they learned in the past that adding information makes the
communication more successful. There are times when they do not contribute anything because of a
possible past experience when their inputs were not considered or valued. In any case, people enter
into a communicative situation with certain expectations, and they behave or react accordingly.

Past experiences inevitably affect people’s communication styles in the future. When their
audience responds positively to their message, the chances of them repeating the same style are
relatively high. However, when they are turned down or given negative feedback, this will definitely
influence how they deliver the message next time.

Past Experience Effect to Communication

Your parents reacted negatively when you You hesitate to discuss the topic with them
opened up about your interest for a certain despite your rich potential to that craft.
craft.

Your colleague has forgotten some very You give him/her reminders every now and then
important information many times in the past. to avoid messing up again.

A subordinate in a group that you lead You don’t ask for your subordinate’s opinion
disagreed twice in your suggestions. anymore, even if he might agree with you this
time.

Your professor ignored your inputs last session. You don’t provide inputs in class anymore.

Your teammates reacted positively to your You use the same strategy in a similar situation.
strategy.

Prejudice, on the other hand, when people take their past experiences and make certain
assumptions that the same experience will happen with the same people, given the same context.
Prejudices may be attributed to culture or personal preferences. Not all prejudices have a negative
characteristic, as a person might consider all members of a group to be smart even without meeting
them individually. It must be noted, however, that effective communicators should avoid prejudice
because it influences the communication process even before it begins.

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FORMATIVE ASSESSMENT
To have an idea how this happens, complete the phrases below, and discuss it in class. If
you don’t have sufficient personal experience to complete a phrase, think of a possible stereotype
you might have heard from someone: (5 points each)

● Old teachers in school are…

● Male professors who speak good English are…
● The athletes and performers in school usually…
● Most supervisors in multinational companies are…
● The lowest form of job in the workplace is…
● Working with homosexuals usually…
● Muslims, Buddhists, or people with other beliefs are…
● Disabled people in the workplace should…

Prejudices happen when people isolate an experience with one “type” of a person or one
group of people, then behave as if all encounters with people of the same “type”, or at least with
the same characteristics, will lead to the same experience. This eliminates a person’s personal
identity and individuality. There can be prejudice as regards age, gender orientation, religious belief,
race, socioeconomic status, and physical conditions. Effective communicators view people as
separate from any preconceived notions others may have about them. They see the value of the
individual as a person of worth and thus will respect that individuality.

In a Nutshell!
Respecting socio-cultural beliefs and practices of others

The concept of globalization is not new, but people somehow fail to

realize that this is not confined to technology or bridging the world and
making it a virtual community. Globalization also entails changing how
people communicate with others, especially those with different norms,
cultures, and belief systems. This involves all types of communication, whether face-to-face,
chatting via email, or using various forms of mass media.

It is hoped that in the previous activity with the advertisements, you were able to identify how
both ads put certain groups in a bad light. Ethical communication requires people to respect the
socio-cultural beliefs and practices of others, while at the same time avoiding all kinds of
stereotypes.

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INDEX CARD

On an index card, write the following details about yourself:

Course, Year and Section

Last Name, First Name Middle Initial

Nickname

Age

Facebook User Name/CP Number

Write the following details at the back:

Recitation Date Instructor’s Signature Score

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Prepared by:

Samantha Dominique R. Itliong

Instructor, Department of Languages and Literature

Purposive Communication
Module 1