PURPOSIVE
be too emotional or threatening when we
GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION
1. Know your purpose in communicating.
2. Know your audience.
3. Know your topic.
4. Adjust your speech or writing to the context of the
situation.
5. Work on the feedback given to you.
PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION
1. Be clear with your purpose.
2. Be complete with the message you deliver.
3. Be concise.
4. Be natural with your delivery.5. Be specific and timely
with your feedback.
PRINCIPLES OF EFFECTIVE WRITTEN COMMUNICATION
(THE 7CS)
1. Be clear.
2. Be concise.
3. Be concrete.
4. Be correct.
5. Be coherent.
6. Be complete.
6. Be complete.
ETHICS OF COMMUNICATION
1. Establish an effective value system that will pave the
way for the development of your integrity as a person.
2. Provide complete and accurate information.
3. Disclose vital information adequately and
appropriately.
US NATIONAL COMMUNICATION ASSOCIATION (NCA,
1999))
Credo for Ethical Communication
“Ethical communication is fundamental to
responsible thinking, decision-making, and the
development of relationships and communities within
and across contexts, cultures, channels, and media.
Moreover, ethical communication enhances human
worth and dignity by fostering truthfulness, fairness,
responsibility, personal integrity, and respect for self
and others. We believe that unethical communication
threatens the quality of all communication and
consequently the well-being of individuals and the
society in which we live.”
FOUR ETHICAL PRINCIPLES
1. Advocate truthfulness, accuracy, honesty, and reason
as essential to the integrity of communication
It is important to be reasonable, rather than to
communicate.
2. Freedom of expression, diversity of perspective, and
tolerance of dissent to achieve the informed and
responsible decision-making fundamental to a civil
society
To have a vibrant democracy, we must be able
to hear different perspectives and have a high tolerance
for views that are different from ours.
3. Condemn communication that degrades individuals
and humanity through distortion, intimidation,
coercion, and violence, and through the expression of
intolerance and hatred
Condemnation safeguards society from racism,
sexism, and violence against oppressed people.
4. Communicators should accept responsibility for the
short- and long-term consequences of our own
communication and expect the same of others
If one risks to communicate maliciously, spread
false news, or incite hatred or violence, he or she
should be ready to face the consequences of such
actions.
GLOBALIZATION
• The communication and assimilation among
individuals, ethnicities, races, institutions,
governments of various nations supported by
technology and compelled by international
trade.
• People become more exposed to diversity – the
valuing of the uniqueness or differences in
gender preference, color, age, religious
affiliation, ethnicity, education, social and
economic status and political beliefs.
• It is the process by which people and
goods move easily across borders.
• It is an economic concept.
• It has also a cultural element.
Effects of Globalization on Communication (by Ahmed)
Increased Business Opportunities
Technology also makes it easier to connect with
suppliers and customers all over the world, and to
streamline those relationship through improved
ordering, shipment tracking and so on.
This has the effect of making everyone's operations
more modern and efficient, regardless where they are
located.
Fewer Cultural Barriers
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
Global Village coined by theorist Marshall McLuhan
It is created when distance and isolation no
longer matter because people are connected by
technology.
Wide-spread telephone and internet access
Enrolling in universities across the world (MOOCS)
Virtual assistant jobs
Possible Cultural Barriers To Effective Communication
• Cultural Relativism
• Lack of knowledge of others’ culture
• Discrimination and harassment
• Language differences
Strategies to Become an Effective Global Communicator
• Review communication principles
• Analyze the message receiver
• Be open to accepting of other cultures
• Learn about cultures and apply what is learned
• Consider language needs
COMMUNICATION IN LOCAL AND GLOBAL
Communicating Across Cultures
•International communication is influenced by cultural
differences. - Carol Kinsey Goman
•Intercultural competence is essential for us to live
harmoniously despite our differences in culture.
Intercultural communication – interaction with people
from diverse cultures (Jandt,1998)
• Interracial communication – communication with
people from different races
• Interethnic communication – interacting with people
of different ethnic origins
• International communication – communicating
between representatives from different nations
• Intracultural communication – interacting with
members of the same racial or ethnic group or co-
culture
Communication Style
•High-context communication – a tradition-linked
communication system which adheres strongly to being
indirect.
•Low-context communication – a system that works on
straightforward communication
Improving Intercultural Communication Competence
•Recognize the validity and differences of
communication styles among people.
•Learn to eliminate personal biases and prejudices.
•Strive to acquire communication skills necessary in a
multicultural world.
“THE VARIETY AND REGISTER OF SPOKEN AND
WRITTEN LANGUAGE”
VARIETIES OF SPOKEN AND WRITTEN LANGUAGE
1. Language varies when communicating with people
within (local) and outside (global) our community.
2. Language varies in speaking and in writing.
3. Language varies in everyday and specialized
discourses.
DOMAINS IN WHICH LANGUAGE VARIES (LOCAL)
1. Local everyday written - Instances of local everyday
written usage found in the neighborhood posters (eg: a
poster looking for transients / bed spacers)
2. Local everyday oral - Occur in local communication
among neighbors in everyday, informal and local
varieties of languages.
3. Local specialized written - Can be found in the
publication and web sites of local societies
4. Local specialized oral - Involves specializes discourses
eg: in a computer shop in the neighborhood, specialized
local usage can be found i.e. specialized computer
game-related vocabulary is used
DOMAINS IN WHICH LANGUAGE VARIES (GLOBAL)
5. Global everyday written avoids local colloquialisms to
make the text accessible to wider communities of
readers. Eg: international editions of newspapers and
magazines
6. Global everyday oral – occur in interactions between
people coming from different parts of the world when
they talk about everyday casual topics.
7. Global specialized written expands to as many
readers internationally, hence the non-usage of local
colloquial expressions. Eg: international research
journal articles
8. Global specialized oral – occurs when people from
different parts of the world discuss specialized topics in
spoken form. Eg: paper presentation sessions in an
international academic conference)
CHARACTERISTICS OF SPOKEN LANGUAGE
1. VARIATION IN SPEED
2. LOUDNESS OR QUIETNESS
3. GESTURES
4. INTONATION
5. STRESS
6. RHYTHM
7. PITCH RANGE
DIFFERENCES BETWEEN SPOKEN AND WRITTEN
LANGUAGE
WRITTEN: = tends to be more complex and intricate
than spoken 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.
SPOKEN:
= tends to be full of repetitions, incomplete sentences,
corrections and interruptions except for formal
speeches and other scripted forms 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 use timing, tone, volume and tremble to
add emotional context.
=some types of vocabulary are used only or mainly for
spoken, these includes slang expressions, and tags like
y’know, etc.
THE FIVE MOST COMMON LANGUAGE REGISTER IN
WRITING
FORMAL LANGUAGE REGISTER =is appropriate for
professional writing and letters to a boss or a stranger.
EXAMPLE: business letters, announcement, professional
emails, some essays, letters complaint.
INFORMAL LANGUAGE REGISTER
is conversational and appropriate when writing to a
friend and people you know very well.
EXAMPLE: short notes, diaries and journals
NEUTRAL LANGUAGE REGISTER = is non emotional and
sticks to facts. it is most appropriate for technical
writings.
VERY FORMAL LANGUAGE REGISTER •SLANG
LANGUAGE REGISTER
TYPES OF REGISTERS
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)
e. Intimate – language between lovers or other close
family or friends.
EVALUATION OF TEXTS AND IMAGES IN
MULTICULTURAL CONTEXTS
CRITICAL READING
Involves studying and evaluating the text closely
in terms of relevance, validity, and logic.
The goal is to examine not only what message is
conveyed but also how the message is conveyed as well
as its purpose, target audience, and other ways of
presenting it.
QUALITIES OF A CRITICAL READER
1. annotates the text by writing or using sticky notes.
2. determines and analyzes the organizational pattern
of the text.
3. asks critical questions that promote analysis,
synthesis, and evaluation of the text.
4. considers the cultural and historical background of
the text or image.
5. distinguishes facts from opinions.
6. evaluates the author’s credibility by checking on
his/her credentials or academic and scholarly
background.
7. evaluates the source of the text and image.
8. looks beyond the text or ideas that are not explicitly
stated.
9. makes inferences about the text or images and the
author’s ideas, biases, claims, agenda, or views.
10. assesses the usefulness and relevance of the text.
11. reads with specific question in mind that he/she
wants the text or image to answer.
12. reads with an open mind.
GENERAL GUIDE QUESTIONS IN EVALUATING A TEXT
I. Source
1. What is the source?
2. When was the text published?
3. Are there titles or headers, table of contents,
summaries and abstracts, introductions, conclusions,
headings, and subheadings in the source? Is the source
useful? Is the source relevant? Is the source reliable?
II. Context
1. What is the context of the text?
2. What pieces of information are given that provide the
context of the text?
III. Contents
1. What is the message?
2. What is the purpose of the message?
3. What are the facts or figures that support
the message?
4. How is the message conveyed by the text?
5. What is the tone of the text?
6. What words contribute to frame the
message of the text?
7. How do you think the audience might be
affected the way the text is written?
IV. Audience
1. Who is the target audience?
2. What information is provided that give you the idea
about the target audience of the text?
V. Author
1. Who is the author?
2. What are the credentials of the author?
3. What is the author’s purpose of writing
(informational, persuasive, or entertainment?
4. What is/are the author’s major idea/s?
GENERAL GUIDE QUESTIONS IN EVALUATING IMAGES
I. Source
1. What is the source of the image? How did you find
the source?
2. Are there pieces of information about the source of
the image?
3. Is the information reliable?
II. Context
1. Can you determine the information which
accompanies the image?
2. Does the information provide the context of the
image or where, when, why, how, and for whom the
image is?
III. Contents
1. What are contained in the image?
2. Are there people/animals/objects in the
image? How are they presented?
3. What message does the image convey? Is
the message clear?
4. What elements in the image support the
message?
5. What feelings does the image evoke?
6. How do others see the image?
IV Audience
1. Who is the target audience?
2. What information is provided that gives you an idea
about the target audience of the image?
V. Author
1. Is the name of the author given?
2. Who is the author?
3. What are the credentials of the author?
4. What is the author’s purpose?
VI. Visual
1. How do you find the layout, design, and color? How
are they used? Are they helpful in framing the message
of the image?
2. Can you identify what is in the foreground and in the
background? What are they?
VII. Technical Quality
1. What can you say about the color and size of the
image?
2. What can you say about the quality of the image?
3. Is it copyrighted?
NONVERBAL COMMUNICATION
is the process of communication through sending and
receiving wordless (mostly visual) cues between people.
It is sometimes mistakenly referred to as body
language, but nonverbal communication encompasses
much more, such as use of voice, touch, distance, and
physical environments/appearance.
Nonverbal communication is a natural, unconscious
language that broadcasts our true feelings and
intentions in any given moment, and clues us in to the
feelings and intentions of those around us.
The ability to understand and use nonverbal
communication is a powerful tool that can help you
connect with others, express what you really mean,
navigate challenging situations, and build better
relationships.
FIVE ROLES OF NON-VERBAL LANGUAGE
CONTRADICTION
SUBSTITUTION
COMPLEMENTING
ACCENTING
CHARACTERISTICS OF NON-VERBAL COMMUNICATION
non-verbal communication is inevitable
non-verbal communication is the primary conveyor of
our emotions
non-verbal communication is multichanneled
non-verbal communication is ambiguous
Models of Communication

Aristotle Model of Communication

these models represents communication as an orator to
a large audience.
Speaker plays an important role in communication.
Six Things to Remember to be a Good Orator
|
Shannon and Weaver Communication Model
This model is focused of information theory; The
Transmission and Reception of message.
Transmitter and Receiver - used by the sender and
receiver during the act of communication.
Noise maybe in:
1. Static Sources (Example: Solar Flares.)
2. Unusual weather conditions.
3. Electronic Equipment that interferes with the signal.
4. Environmental Phenomena.

Harold Laswell Communication Model

“ Who says what in which channel to whom with what
effect?” • The use of medium is very crucial in this
model. (Examples are radio, Television and other
gadgets).
Willbur Schramm Communication Model

•“If there is no commonality in the sender and receiver

field of experience. Then, communication does not
takes place.

In this model, Communication becomes a continuous

process of message and feedback. •It allows interaction.
Willbur
David Berlo Communication Model ( A Model of The
Ingredients of Communication)

The model identifies the controlling factors for the

major elements of communication ( Source, Message,
Channel and Receiver)
Frank Dance Communication Model
Communication evolves from the very first day (origin)
until the existing moment. • Communication is largely
dependent on its past. • Concept of time. •
Communication process is the product of what we
learnt.