Purposive Communication Module

ST.
ANNE COLLEGE LUCENA, INC

Diversion Rd. Brgy. Gulang-Gulang, Lucena City
School of Education, Arts and Sciences
PURPOSIVE COMMUNICATION MODULE

MODULE 1
GENERAL COURSE INFORMATION
Course Code: EN 121
Course Title: Purposive Communication
Course Description: The course Purposive Communication prepares students for effective
communication with different audiences in diverse contexts and situations through the
integration of listening, speaking, reading, writing, and viewing. It also enhances the students’
competencies in the recognition and use of verbal cues in real world contexts by determining
appropriate approaches through heightened cultural and intercultural awareness in order to adapt
oneself in various local and global circumstances. By utilizing multimodal tasks, the course
provides them opportunities to develop communication skills needed in different real-life
scenarios and thus, the students are not only being prepared professionally for their chosen career
paths, but also as ethical, moral, and responsible individuals in dealing with others.
Credit Units: 3.0 (3 hour/ week lecture)
At the end of the module, the students must be able to:

1 Distinguish the nature, elements and function of verbal and non-verbal
communication in various and multicultural contexts
2 Explain how cultural and global issues affect communication
3 Determine culturally appropriate terms, expressions, and images
4 Evaluate multimodal texts critically to enhance receptive skills
5 Summarize the principles of academic text structure
6 Convey ideas through oral, audio-visual, and/or web-based presentations for different
target audiences in local and global settings using appropriate registers
7 Create clear coherent, ad effective communication materials
8 Present ideas persuasively using appropriate language registers, tone, facial
expressions, and gestures
9 Write and present academic papers using appropriate tone, style, conventions, and
reference styles.
10 Exhibit cultural and intercultural awareness and sensitivity in communication of
ideas.
11 Increase awareness of audience and context in presenting ideas
12 Reflect on the differences of the varieties of spoken and written language
13 Reflect on the impact of communication on society and the world.
TIME FRAME COURSE CONTENT

ST. ANNE COLLEGE LUCENA, INC
Course Orientation
Week 1 Vision-Mission, Core Values and Program Educational
Objectives
Overview of the subject
Subject requirements
Communication processes, principles, and ethics
 Forms
 Models
 Verbal and Nonverbal
Functions of Communication
Causes of Misunderstandings in Communication
-The value of Communication

Week 2 Communication Ethics
Key Principles of Ethical Communication
-Principles that Guide Understanding of Communication
-Ethical Communication
-Ethical Standards of Communication
-Principles of Ethical Communication
Intercultural Communication
Week 3-4 Strategies of Interactions within a Culture
Intercultural Communication Tips
Non-verbal Forms in Intercultural Communication
Varieties of the English Language

Week 5-6 Languages and Culture
Bias-Free Language
Communication Technologies
Business Presentations
Week 7
-Antidotes for PowerPoint Poisoning
-Tips on Presentation Skills
Week 8 and Oral Presentations in the Workplace
Week 9 Components of An Oral Presentation
Tools of Technology and Communication Strategies
Week 10
-Communication Strategies Using Technology in School
Communication for Academic Purposes

-Oral Presentation Tips
Week 11-12 -Genres of Academic Writing
MIDTERM EXAMINATION
Week 13
Workplace Communication Documents
-Writing Business Letters
-Parts of a Business Letter

-Common Types of Business Letters
Job Interview
Characteristics of a job interview
Week 14 Types of Interview
Keys to successful interview
Flows of Organization Communication

Week 15-16 Written Communication in the Workplace (Business
Correspondence, Reports)
Final Project
 Public Service Announcement (PSA)

(audio/video,social media)about disaster preparedness
Week 17-18  Editorial about environment issues
 Speech based on current issues (Extemporaneous)
(Print, Audio, Visual, Web-based)
Why do we communicate?
“Real communication occurs… when we listen with understanding- to see the expressed idea and
attitude from the other person’s point of view, to sense how it feels to him, to achieve his frame
of reference in regard to the things he is talking about.” -Carl Rogers (1952)
WHAT IS COMMUNICATION?
By Jesus Perry Caudilla
Communication can be defined as a process by which information, meanings and feelings are
shared by persons through a common system of verbal and nonverbal symbols, signs or behavior.
As a process, communication is characterized as:

1. Dynamic- it is constantly changing because it relies on human perception that can change
overtime; therefore, it is irreversible and unrepeatable;
2. Continuous- it is an ongoing exchange of meaning- sharing behaviors between/ among
individuals who operate within a frame of experience; it does not have a beginning, an
end, a fixed sequence of events.
3. Adaptive- it adjusts to the changes that occur in its physical and physiological
environment;
4. Systemic- it involves components that are interrelated and interacting in a cyclic order;
and
5. Transactional- every communication is a unique combination of people, messages and
events; it consists of unending sharing (transmission and reception) of messages
between/among people on some occasion.
A. FORMS OF COMMUNICATION
1. Intrapersonal Communication is talking to oneself (self-talk) through internal
vocalization or reflective thinking due to some internal or external stimulus. In other
words, this type of communication takes place within the person. For example, you may
talk to yourself about what you want to drink because of the internal stimulus of thirst, or
you may think about a car accident you have witnessed. In contrast with other forms of
communication, Intrapersonal Communication takes place only inside a person’s head.
2. Interpersonal Communication is a form of communication wherein individuals are
engaged actively in the covert transmission and reception of messages.
a. Dyadic Communication is a two-person communication such as telephone
conversation, job interview and doctor-patient conversation.
b. Small Group Communication ideally consists of three to six persons such as
committee meeting, buzz session and brainstorming activity.
3. Public Communication is conveying information to a large audience. It is more sender-
focused than intrapersonal and interpersonal forms of communication.
a. Speaker-Audience Communication is talking to a large number of people who are
gathered for some occasion. The speaker centers the communication event on the
audience. He analyzes the audience to determine the content, language usage and
listener expectations. Effective communication occurs because the speaker can tailor
messages to the needs of the listeners.
b. Mass Communication is the “process whereby media organizations produce and
transmit messages to large publics and the process by which those messages are
sought, used, understood and influenced by audience” (Littlejohn and Foss, 2011)
B. Models of Communication
1. Transmission Model considers communication as a one-directional exchange in

which the message is purposely conveyed by a speaker to a listener (Ellis &
McClintock, 1990). This is a model centers on the sender and information present in a
communication environment. Despite the inclusion of the receiver in this
communication model, this function is regarded merely as target or destination and not
part of a continuous exchange of meanings. Therefore, communication is considered
simply as source and destination of messages.
2. Interaction Model describes communication as a process in which communicators
change roles as a sender and receiver and produce meaning by exchanging messages
within their own environment and experiences (Schramm, 1997). Rather than
illustrating communication as linear, unidirectional method, the interaction model
incorporates feedback that makes communication significantly collaborative, two-way
method. Feedback is conveyed as a response to received messages. From this
standpoint, communication can be described as producing exchanges of meanings
within physical and behavioral settings.
3.
Transaction model explains communication as a way of creating realities based on

our social, relational and cultural backgrounds. This model shows that communication
is not a mere exchange of experiences. It rather shows that we intend to build

relationships, create intercultural understanding, form our self-identity, and interact
with others to engender societies. In other words, transactional communication aims
towards creating experiences instead of merely talking about them. It considers
communications as an amalgam of our constant engagements with other people to not
only construct experiences but modify them as well.
Social Context can be described rules or undeclared norms that guide communication. As
we get integrated with different communities, we become acquainted with rules and
indirectly get along the norms for sharing experiences. Some common rules that
influence social contexts include don’t lie to people, don’t interrupt people, don’t pass
people in line, greet people when they greet you, thank people when they pay you a
compliment, and so on. These rules are often overtly taught to children or students by
their parents or teachers. Rules may be stated over and over, and there may be
punishment for not following them.
Relational Context involves our erstwhile socializations and type of association we have
forged with other people. We communicate differently with someone we just met versus some
we’ve known for a long time. First time encounters with individuals are inclined to be dictated
by established rules and norms; however, once we have a strong relational context, we tend to
disregard or alter social norms and rules more easily.
Cultural Context consist of an individual’s self-concept and self-perception in relation to
nationality, ethnicity, religion, social class, race, gender, and sexual orientation. We have not just
one but multiple identities that influence our communication. Our awareness of these identities
adversely impacts the way we interact with others, especially when we feel inferior to other
cultures. Similarly, people with identities that are dominant or in the majority- who think highly
of their culture- show more confidence in the way they communicate with others particularly
those that have been historically oppressed and downgraded.
C. Verbal and Nonverbal Communication

Verbal communication can be defined as the exchange of ideas that occurs through words.
This can be both written and oral.
-Verbal communication allows individuals to exchange ideas, opinions, values and
suggestions, and creates an atmosphere where an individual can connect with another.
- Verbal communication may take place face-to-face or through some media such as the
telephone.
-When a person engages in a conversation with a friend, this is verbal communication
because it allows them to use words to communicate with each other. Through letters various
documents, memos, text messages, and bills, people communicate with others. Both situations
exemplify verbal communication in oral and written form, respectively.
-Since words are man’s primary symbols, verbal communication creates condition where
transferring information becomes very clear.
Nonverbal communication is WORDLESS exchange of information, thoughts feelings, etc.
between or among individuals.
-People communicate a lot nonverbally through intonation and stress, gross bodily
movements such as gestures and facial expressions, material thing such as hair style and jewelry
and touching, kissing and hugging.
-These nonverbal elements give deeper meaning and intention to words.
-Nonverbal signals can give clues and additional information and meaning over and
above verbal communication.
-Nonverbal signals can give clues and additional information and meaning over and
above verbal communication.
-Nonverbal signals are more vulnerable to misunderstanding.
-It includes the following types:
(1) Paralanguage (Vocalics) refers to vocal qualities that go along with verbal message,
such as pitch, volume, rate, vocal quality, and verbal fillers (Andersen, 1999).
(2) Action language (Kinesics) refers to gross bodily movement, such as walking and
eating. It consists of (a) gesture, (b) facial expression, (c) eye contact and (d) posture.
(3) Sign Language consists of body movements that are used as substitute for letters,
words numbers, phrases and even sentences.
(4) Object Language (Objectics) refers to the intentional or unintentional display of
material thing such as the clothes you wear, hair style, the decoration of a room, jewelry,
implements, machines, the human body, etc.
(5) Tactile Language (Haptics) is communication by touch such as kiss or a tap on the
back. It is the most elementary mode of communication and the first an infant experience.
(6) Space/ Distance (Proxemics) expresses certain types of messages. In America, there
are four distance zones: (a) intimate, (b) personal (c) social and (d) public distance.
(7) Time (Chronemics) refers to man’s use of time in sending certain types of messages.
Time as a form of nonverbal communication can be best explained by other concepts of
punctuality, willingness to wait and interactions.
(8) Silence is the lack of audible sound, or the presence of sounds of very low intensity. It
can be best explained by the statement. “What is not said is as important as or even more
important that what is said.” Sometimes silence can communicate better than any words.
FUNCTIONS OF COMMUNICATION
Communication is the key to humanness. People communicate because there is always a
PURPOSE in doing it.
P-URPOSE. Communication begins with a purpose of explaining why a talk or conversation
is initiated. It would always depend on what people have in mind, the place, or what the
situation is.
U-NDERSTANDING. The heart of communication is understanding. Conflicts will not arise
if a particular message is comprehensible and clearly understood.
R-EACTION. It is normal to react to what is seen, heard, felt or thought. Reactions can be
both verbal or non-verbal.
P-ARTICIPATION. Communication is a manifestation of people’s participation to various

dialogues, discussions, and talks. It is a way to show judgements and critical thoughts on
various issues and topics.
O-PINIONS. A manifestation of criticality is to verbalize thinking or opinion on certain
topics from various fields.
S-YMPHATY. To communicate means to care. It is an expression of showing support for
something and being sorry for someone’s trouble, grief, or misfortune.
E-DUCATION. Learning is achieved through communication. Classroom discussions,
symposia, trainings, mass media, etc. are various forms of communication through which
new things and ideas are discovered.
D.Causes of Misunderstandings in Communication
1. Problems in developing the message
a.) Indecision about the message content
b.) Lack of Familiarity with the situation or the receiver
c.) Emotional conflicts
d.) Difficulty in expressing ideas.
2.Problems in transmitting the message
a.) When speaking, the sender may find that the acoustics in the place is poor, or
when there may be no proper facilities for the audience to hear the speaker.
b.) There are written messages that are difficult to understand because of illegibility
due to poor printing quality.
c.) When more than one message is sent on the same subject there is a good
possibility of contractions. In such a case, the receiver is uncertain interpretation may
be confused.
d.) When there are too many links in the communication line there could be distortion
of message. For instance, when the message has to pass through many people there is
a possibility of each person interpreting the message in his or her way. By the time
the message gets to the actual receiver, the message would have undergone change
that would be far from the intended meaning.
3.) Problems in receiving the message
a.) Physical distraction
b.) Lack of concentration
4. ) Problems in understanding the message

a.) Different cultural background such as education, social status, economic position,
etc. could become a hindrance in the process of understanding the message.
b.) Different interpretation of words
c.) Different emotional reaction.
OFFLINE ACTIVITY
TRUE OR FALSE 1. Communication is not constantly changing. False
TRUE OR FALSE 2. Communication defined as a process by which information, meanings and
feelings are shared by persons through a common system of verbal and nonverbal symbols, signs
or behavior. True
TRUE OR FALSE 3. Intrapersonal Communication is talking to oneself or called as self-talk.
True.
TRUE OR FALSE 4. Mass Communication is a process whereby media organizations produce
and transmit messages for small group of people only. False.
TRUE OR FALSE 5. Communication was never became a systemic process. It just stops from
the sender depending on the physiological environment. False
6-7. Enumeration. What are the two kinds of Interpersonal Communication?
Answer: Dyadic Communication and Small Group Communication
8-9. Enumeration. What are the two kinds of Public Communication?
Answer: Speaker-Audience Communication and Mass Communication
10. It is the heart of communication.
a. Understanding c. Participation
b. Education d. Reaction
11. It is a wordless exchange of information, thoughts feelings, etc. between or among
individuals.
a. Non-verbal Communication c. hand gestures
b. verbal Communication d. facial expressions
12. It consists of body movements that are used as substitute for letters, words numbers, phrases
and even sentences.
a. Sign Language c. Body Movements
b. Hand Gestures d. Verbal Communication
13. It refers to vocal qualities that go along with verbal message, such as pitch, volume, rate,
vocal quality, and verbal fillers.
a. Paralanguage c. Chronemics
b. Proxemics d. Objectics
14. It refers to the intentional or unintentional display of material thing such as the clothes you
wear, hair style, the decoration of a room, jewelry, implements, machines, the human body, etc.
a. Paralanguage c. Chronemics
15. Communication begins with a purpose of explaining why a talk or conversation is initiated.
a. Purpose c. Chronemics
THE VALUE OF COMMUNICATION

Without a doubt, communication is an essential to help you succeed in life. Whether in
matters of academics or business, excellent communication is imperative in gaining advantage.
Appropriate and respectable communication can lead you to finding solutions to issues and
concerns confronting you or your organization. Thus, you should be able to convey your
message well. The concomitant requirement to communicating well is evaluating your own
communication competence and developing your skill in using a language, interacting with
people and sharing experiences. Your speech and language instructor or any reputable speaker
you talk to or watch on television can help you considerably in this regard.
Developing communication skills should start early in life. The spoken and written
language is learned even before you attend formal school. Consequently, you improve your
communication skills as you constantly interact with people who possess language proficiency.
However, once you have gained communication competence, you never get satisfied, thus you
continue engaging with the people around you and make a compelling impact on them.
If your communication is ineffective now, you may encounter a lot of problems in your
future career or professional life. You should have realized by now that effective communication
is essential in life and it is increasingly becoming an inevitable requisite for successful personal,
academic and professional undertakings. Therefore, you need to recognize the importance of
communication and its benefits to your life.
What makes communication necessary?
The importance of communication cannot be disregarded. Without it, relationships
crumble, business fail, groups are disintegrated, problems remain unsolved and good reputations
are lost. Good communication can be a stairway to success.
Communication serves as vehicle in building relationships.
An individual does not live alone. He or she needs to interact with other people to
build relationship with them for various reason.
Communication works in improving working environment
Business process cannot be simply done without problems. Issues and concerns
about product and services and personnel behavior to name some can be avoided when
employees, managers and business owners come together to share valuable ideas necessary to
solve them.
Communication assists in fostering strong team.

A strong team cannot be formed when members of a group do not work
interdependently with one another. Propelled by appropriate and effective communication, this
interdependence creates team collaboration in turn.
Communication helps find appropriate solutions to problems

The key to the solution of many problems is communication.

Communication builds greater respect.
People with excellent communication skills usually get high positions in the
business, media, entertainment, religious, academic and political organizations. The late
Sen. Miriam Defesor-Santiago, Jessica Soho, Bo Sanchez, and Boy Abunda are just few
of luminaries in the Philippines who have gained admiration of people for their great
speaking and writing prowess.
KEY PRINCIPLES OF ETHICAL COMMUNICATION
Understanding the importance of communication can bring you great benefits in terms of your
personal, academic, professional and civic life. Increasing your knowledge about communication
can result in satisfying your needs. You can learn communication. Rules and norms can
influence the way you communicate. Because communication has ethical implications, it is
imperative to adhere to the standards of ethical communication.
Principles that Guide Understanding of Communication
Communication is transactional; it consists of interrelated components that influence one
another; thus, communication becomes a dynamic process.
Communication has content and relational dimensions. The content dimension involves the
ideas being openly talked about, while the relational dimension expresses your behavior
towards the other person.
Communication can be intentional or unintentional because all words and actions have
meanings and communicative use.
Communication is irreversible; to “unreceive” a message is unlikely, as words and actions,
once said or done, cannot be unsaid or undone.
Communication is unrepeatable because the same words and actions have different
meanings when used or expressed at different times and on diverse occasions.
Ethical Communication
Ethics refers to the principles of conduct governing an individual or a group; professional
ethics; a guiding philosophy; a consciousness of moral importance (Merriam- Webster
Dictional).
In any form of human communication, individuals or groups have similar or opposite
views and behaviors which are governed by their respective moral principles. This reality
generally affects how people communicate in general- to whatever form of communication in
various principles on ethical communication. The following are ethical factors significant in the
discussion of communication ethics.
1.Building an information network. One of the goals of communication is to establish an array

of communication networks where there is an open access to various information shared by all
participants within a communicative entity. However, not all information should be shared or
disseminated especially if it is fake or high confidentiality. Credibility and trustworthiness are
built which makes a speaker communicatively ethical.
2.Engaging and participating; It is a responsibility to be actively involved in various

discussions, employ critical listening, and speak out when is in the mind. This is to avoid
monopoly of talking and give away to a number of choices, possibilities, and alternatives.
3.Speaking with a heart. Relationship is one of the keys to effective communication. To
establish it, one must build sense of sincerity and commitment every time he/she talks to
someone. Choose the right word that may not offend or humiliate a person. Being responsible
and careful with what is being said is ethically moral.
4.Condemning discrimination. Avoid any kind of communication that leads to distortion,
intolerance, intimidation, stereotyping, hatred, coercion, and violence. Instead, commit to
communication that promotes personal conviction by being fair and just.
5.Respecting and understanding each other. Before judging and evaluating a view or a
perspective, learn first to respect and understand the content of what is said. This opens a
diversity of perspective and tolerance which is fundamental to human interaction.
INTERCULTURAL COMMUNICATION
Culture Defined
The system of shared beliefs, values, customs, behaviors and artifacts that the members of
society use to cope with their world and with one another, and that are transmitted from
generation-to-generation through learning. – Brian Schwimmer, University of Manitoba
The cumulative deposit of knowledge, experience, beliefs, values, attitudes, meanings,
hierarchies, religion, notion of time, roles, spatial relations, concepts of the universe, and
material objects and possessions acquired by a group of people in the course of generations
through individual and group striving.
Strategies of Interactions within a Culture
Individuals or groups of people who migrate to a whole new environment by choice, necessity or
force have to contend with the new system of the host or dominant culture. They can use
strategies when they choose to interact with members of the host culture or not at all.
Accommodation. According to the famous psychologist J.M. Baldwin, the term
denotes acquired modifications in the behavior which helps individuals to adjust to their new
environment. (Sociologyguide.com)
Acculturation. Conceived in the fields of anthropology and sociology early in the 20th
century, N.L. Cole defines the term as “a process through which a person or group from one
culture comes to adopt the practices and values of another culture, while retaining their own
distinct culture”
Assimilation. Considered as the most extreme form of acculturation, the concept of
refers to “the process whereby individuals or groups of differing ethnic heritage adopt the
cultural norms of dominant or host culture, over their original culture”
Integration. This process occurs “when individuals are able to adopt the cultural
norms of the dominant or host culture while maintaining their culture of origin. Integration leads
to, and is often synonymous with biculturalism”.
Separation. This strategy occurs “when individuals reject the dominant or host
culture in favor of preserving their culture of origin. Separation is often facilitated by
immigration to ethnic enclaves”
Marginalization. This strategy occurs “when individuals reject both their culture of
origin and the dominant host culture where cultural exclusion is promoted.
Quiz on Week 3 and 4 Discussion

Directions: Read and Analyze each statement. The specific directions are located before each
number. Remember, always follow instructions before answering the assessment. You may refer
to your online modules that can help you to find the right answers.
1. TRUE or FALSE. Communication serves as vehicle in building relationships. true
2. TRUE or FALSE. Communication makes it difficult to find appropriate solutions to
problems. false.
3. TRUE or FALSE. Communication can always be unintentional only because all not
words and not all actions have meanings and communicative use. false
4. TRUE or FALSE. Communication is irreversible and unrepeatable. True
5. TRUE or FALSE. If you want to have a professional development within your
workplace, communication works and helps improving working environment. true
6. TRUE or FALSE. A strong team can be formed when members of a group do not work
interdependently with one another. False
7. TRUE or FALSE. In any form of human communication, our ethics as an individuals or
groups have similar or opposite views and behaviors which are governed by their
respective moral principles. true
8. According to Merriam- Webster Dictionary, it refers to the principles of conduct
governing an individual or a group, professional ethics and a guiding philosophy and a
consciousness of moral importance.
A. Ethics b. Moral ethics c. professional ethics d. Ethical Communication
9. J.M. Baldwin, this term denotes acquired modifications in the behavior which helps
individuals to adjust to their new environment.
Accommodation. Acculturation. Assimilation. Integration.
10. A process through which a person or group from one culture comes to adopt the practices
and values of another culture, while retaining their own distinct culture.
Acculturation. Assimilation. Integration Separation.
11. It is the process whereby individuals or groups of differing ethnic heritage adopt the
cultural norms of dominant or host culture, over their original culture
Assimilation. Integration Separation. Acculturation
12. This process occurs “when individuals are able to adopt the cultural norms of the
dominant or host culture while maintaining their culture of origin. Integration leads to,
and is often synonymous with biculturalism”
Integration Separation. Acculturation Assimilation.
13. This strategy occurs “when individuals reject the dominant or host culture in favor of
preserving their culture of origin. Separation is often facilitated by immigration to ethnic
enclaves ”
Separation. Acculturation Assimilation. Integration
14. This strategy occurs “when individuals reject both their culture of origin and the
dominant host culture where cultural exclusion is promoted.
Marginalization Acculturation Assimilation. Integration
15. TRUE or FALSE. Communication will definitely help us to become a successful
individual in the near future.
Intercultural Communication Tips

Working across cultures is a new experience for many people. Intercultural
communication can be dynamic and creative affair but occasionally due to the inability to
interpret people correctly it can be a challenge. Building an understanding of other people’s
cultures, their communication styles and behaviors can go a long way in improving relationships
and being an intercultural environment.
Even without trawling through lots of books, articles or even taking part in an
intercultural communication workshop, it is possible to implement some basic principles to help
improve one’s intercultural communication skills. The following intercultural communication
tips are provided to help people working international and multicultural environments get some
basic insight into dealing more effectively with people and not letting culture become an issue.
1. Be Patient. Working in an intercultural environment can be a frustrating affair. Things
may not get done when expected, communication can be tiresome and behavior may be
inappropriate. Patience with yourself and others helps move beyond such issues and
address how to avoid similar incidents in the future.
2. Establish Rules. Sometimes, working in a truly intercultural team, it may be necessary
for all to take a step back and set down some ground rules.
3. Ask Questions. When you don’t understand something or want to know why someone
has behaved in a certain way, simply ask. Asking questions stops you making
assumptions, show the questioned you did not understand them and helps build up your
bank of intercultural knowledge.
4. Respect. The foundation of all intercultural communication is respect. By demonstrating
respect, you can earn respect and help create more open and fruitful relationships.
5. The Written Word. Sometimes people who do not have English as their Moher tongue
will read more proficiently than they speak. It is a good idea to always write things down
as a back-up.
6. Time. Not everyone in the world thinks “Time is money”. Understand that for many
people, work is low down on the priority list with things like family taking a much higher
precedence. Do not expect people to sacrifice their own time to meet deadlines. It is a
good practice to always leave a bit of spare time when considering deadlines.
7. Humor. It is an intercultural environment one man’s joke is another’s insult. Be wary of
differences in the sense of humor and also the acceptability of banter and the like in a
business environment.
8. Always Check. The easiest way of minimizing the negative impact of intercultural
communication is to check and double check. Whether agreeing something or giving
instructions, a minute of spent double checking all parties are ‘reading from the same
sheet’ saves hours of work later down the line.
9. Be Positive. When Faced with incidents of an intercultural nature steer clear or blame
and conflict. Stay positive, analyze the problem areas and work as a team to build
strategies and solutions to ensure the same never occurs again.
10. Self-Reflect. A good intercultural communication not only looks outwards but also
inwards. Take time to reflect on your own communication, management or motivation
style and see where you can improve as an individual.
Research into the area of intercultural communication and working in a multicultural
environment continues to show that the culturally diverse team is usually the most
inventive and vibrant. However, unless business and individuals start to address the area
of intercultural communication as a serious business issue, this potential will not be
realized.
VARIETIES OF THE ENGLISH LANGUAGE

English is the most widely-spoken language in the world, having the distinct status of
being the official language of multiple countries. While the English language is uniform with
major variations in spelling present between American English and British English, the dialect or
accent is usually the factor that enables one to distinguish the various types of English out there.
Like most languages, there are varieties of English too, however, the difference is not as
prominent as you may see in other languages.
From the thick Ugandan English to the French-themed Canadian English, the varieties of
accents present are both diverse and beautiful. Apart from accents, there is a tendency for people
to mix English with their local lingo to form a hybrid variety of English language that is as
colorful as the culture in that country.
BRITISH ENGLISH
British English is the English language as spoken and written in the United Kingdom or,
more broadly, throughout the British Isles. Slight regional variations exist in formal, written
English in the United Kingdom.
English is a West Germanic language that originated from the Anglo-Frisian dialects
brought to Britain by Germanic settlers from various parts of what is now northwest Germany
and the northern Netherlands. The resident population at this time was generally speaking
Common Brittonic—the insular variety of continental Celtic, which was influenced by the
Roman occupation. This group of languages (Welsh, Cornish, Cumbric) cohabited alongside
English into the modern period, but due to their remoteness from the Germanic languages,
influence on English was notably limited.
AMERICAN ENGLISH
American English sometimes called United States English or U.S. English, is the set of
varieties of the English language native to the United States and widely adopted in Canada.
English is the most widely spoken language in the United States and is the common language
used by the federal government, considered the de facto language of the country because of its
widespread use. English has been given official status by 32 of the 50 state governments.
AUSTRALIAN ENGLISH
Australian English is a major variety of the English language, used throughout Australia.
Although English has no official status in the constitution, Australian English is the country’s
national and de facto official language as it is the first language of the majority of the population.
Australian English began to diverge from British English after the founding of the
Colony of New South Wales in 1788 and was recognized as being different from British English
by 1820. It arose from the intermingling of early settlers from a great variety of mutually
intelligible dialectal regions of the British Isles and quickly developed into a distinct variety of
English.
CANADIAN ENGLISH
Canadian English is the set of varieties of English native to Canada. According to the
2011 census, English was the first language of approximately 19 million Canadians (57% of the
population) the remainder of the population were native speakers of Canadian French (22%) or
other languages (allophones, 21%).
The term “Canadian English” is first attested in a speech by the Reverend A. Constable
Geikie in an address to the Canadian Institute in 1857. Canadian English is the product of five
waves of immigration and settlement over a period of more than two centuries. The first large
wave of permanent English-speaking settlement in Canada, and linguistically the most important,
was the influx of loyalists fleeing the American Revolution, chiefly from the Mid-Atlantic States
– as such, New York, New Jersey, Pennsylvania, Delaware, Maryland, Washington, D.C.,
Virginia, and West Virginia. Canadian English is believed by some scholars to have derived
from northern American English.
INDIAN ENGLISH
English public instruction began in India in the 1830s during the rule of the East India
Company (India was then, and is today, one of the most linguistically diverse regions of the
world). In 1835, English replaced Persian as the official language of the Company. Lord
Macaulay played a major role in introducing English and western concepts to education in India.
He supported the replacement of Persian by English as the official language, the use of English
as the medium of instruction in all schools, and the training of English-speaking Indians as
teachers.
The view of this language among many Indians has gone from associating it with
colonialism to associating it with economic progress, and English continues to be an official
language of India, albeit with an Indian twist, popularly known as Indian English.
PHILIPPINE ENGLISH
Philippine English is any variety of English (similar and related to American English)
native to the Philippines, including those used by the media and the vast majority of educated
Filipinos. English is taught in schools as one of the two official languages of the country, the
other being Filipino (Tagalog).
Philippine English has evolved tremendously from where it began decades ago. Some
decades before English was officially introduced, if not arguably forced, to the Philippines, the
archipelagic nation has been subject to Spanish rule and thus Spanish was the language of power
and influence. However, in 1898, when the Spanish gave the United States control of the nation,
the English language, although initially not favored, became widely used in a matter of years,
which was catalyzed by the coming of American teachers.
UGANDAN ENGLISH
Ugandan English, or Uglish (pronounced you-glish), is the dialect of English spoken in
Uganda. As with similar dialects spoken elsewhere, Ugandan English has developed a strong
local flavor. The speech patterns of Ugandan languages strongly influence spoken English.
Uganda has a large variety of indigenous languages, and someone familiar with Uganda can
readily identify the native language of a person speaking English. Ugandan speakers will alter
foreign words to make them sound more euphonic.
The English language is an amalgamation of cultures, intricacies, and experiences. A lot
of the common words used have strange origins.
BIAS FREE LANGUAGE

In speaking and writing, it is important that bias is avoided. You must not attempt to
use discriminatory words or remarks that either degrade or elevate people based on your
assumptions on ethnicity, gender, sexual orientation, age, disabilities and religion of the recipient
of your communication. In other words, the use of bias-free language is essential in a bias-free
communication so that it will not result to offending your audience.
Locker (2006) defined bias-free language as “language that is sensitive to people’s
sex, race, physical condition and many other categories. Bias-free language does not discriminate
and therefore includes all readers in a fair and friendly manner”. Failure to use bias-free language
in communication may lead to disturbance of message, thus it is necessary to select your words
carefully. In addition, all communications should be inclusive and diverse.
Communication Technologies
Business Presentations
-Antidotes for PowerPoint Poisoning
A good slide presentation consists of the following criteria (Mckenzie, 2000).
1.Deliver Dramatically. Build a lasting relationship with the audience through a longer attention
span. Use various strategies to keep the listeners engaged (maintaining eye contact, speaking
with a strong voice, speaking with conversation).
2. Design Artfully. Keep in mind that “Simplicity is Beauty” and Less is more.”
3. Emphasis Ideas and Logic. Balance the use of time to prepare the slides and the time for
research. Research should have depth and complexity (80%) and Presentation should provide
sufficient data through texts and visual aids (20%).
4. Offer Exemplars. Compare quality work with depth and style by showing examples of
student’s excellent work.
5. Provide Rubrics. Provide examples of good work and be guided by the rubrics to clarify
expectations.
TIPS ON PRESENTATION SKILLS
1.10-20-30 Rule. Follow a 10 slide, 20-minute presentation, and not more than 30 font size.
2. Be Entertaining. Use interesting colors, proper font size, and appropriate graphics to provide
lasting attention to the audience.
3. Breathe In Not Out. Avoid signs of Nervousness.
4. Don’t Read. Reading from the notes diminishes audience impact.
5. Eye Contact. Look at the audience not the notes.
6. Get Practice. Practice always makes Perfect.
7. Project Your Voice. Speak with a very clear voice volume where the person at the back can
hear.
8. Put Yourself in the Audience. Let the audience experience effect learning.
9. Slow Down. Use clarity in speaking for easier comprehension.

10. Speeches are About Stories. Present ideas as if conversing with the audience.
Tools of Technology and Communication Strategies

In today’s world, the use of technology in communication is a luxury no more; in fact, it has already
turned into a necessity. It has become difficult for us to connect and share information with one another
without technologies that continually change at a fast pace. The emergence of new technologies has
changed the way we communicate and we cannot do away with the phenomenon. Consequentially, we
have changed our strategies of communication at school and business among others. Thus, instead of
rejecting these technologies, we are driven to embrace them as they impact incredibly on academic and
business communication.
Along with technology development are the changes in communication modes. Through the internet,
authentic information and resources are accessed beyond classrooms. People in various fields are no
engaged in co-construction of knowledge. Exchange of information through feedback has become instant
on available and easy-to-use social platforms, online forums and web pages. Collaborative interaction is
carried out fast and easy through mobile technology and application software. Finally, production and
processing of multimodal texts for a variety of purposes and settings are facilitated by a number of high
performing gadgets.
-Communication Strategies Using Technology in School

GENRES OF ACADEMIC WRITING

-Formal Essays. An essay is generally a short piece of writing outlining the writer’s perspective
or story. Formal essays are generally academic in nature and tackle serious topics.
-Reports. A report is an account given of a particular matter, especially in the form of an official
document, after thorough investigation by an appointed person or body. An example of report is
a “Chief Operations Officer’s monthly report”
-Case Studies. A case study is a research methodology that is commonly used in social sciences.
It is a descriptive and exploratory analysis on an in-depth investigation of a single individual,
group or event to explore the causes of underlying principles.
-Research Proposals. The goal of a research proposal is to present and justify the need to study
a research problem and to present the practical ways in which the proposed study should be
conducted. The design elements and procedures for conducting the research are governed by
standards within the predominant discipline in which the problem resides, so guidelines for
research proposals are more exacting and less formal than a general project proposal. Research
proposals contain extensive literature reviews. They must provide persuasive evidence that a
need exists for the propose study. In addition, to providing a rationale, a proposal describes
detailed methodology for conducting the research consistent with requirements of the
professional; por academic field and a statement on anticipated outcomes and/or benefits derived
from the study’s completion.
-Brief research reports. Research report is the final stage of every research in which research
procedure, analysis, findings and other aspects of research endeavors are presented in organized
and systematic way. It is the process of scientific and professional communication regarding
research findings. The general purpose of research report is to convey the sufficient details of
research works. It is not only convincing the readers but let them know about the findings
already carried out research or project work or the purpose of the work that has been done.
According to Krishna Swami, “research report is a formal statement of a research process and its
result”. Writing a report is both an art as well as science so that is requires certain skills, rules
and format suited for proper delivery in orderly and scientific manner.
-Literature Reviews. A literature review is a comprehensive summary of previous research on a
topic. The literature review surveys scholarly articles, books, and other sources relevant to a
particular area of research. The review should enumerate, describe, summarize, objectively
evaluate and clarify the previous research. It should give a theoretical base for the research and
help you (the author) determine the nature of your research. The literature review acknowledges
the work of previous researcher, and in so doing, assures the reader that your work has been well
conceived. It is assumed that by mentioning a previous work in the field of study, that the author
has read, evaluated, and assimilated that work into the work at hand. A literature review creates a
“landscape” for the reader, giving her or him a full understanding of the developments in the
field. This landscape informs the reader that the author has indeed assimilated all (or the vast
majority of) previous, significant works in thew field into her or his research.
-Reflective Writing. Reflecting writing is used to analyzed and examine events, memory, or
observation. The writer reflects on the meaning and impact of the accession. Reflective writing
gives the writer insights and can lead to further learning. It is like rewinding your life to a past
event and then thinking about how it affected your life, what you could have done differently to
change the outcome, or what came out of the event.
-Research Abstracts. An abstract summarizes, usually in one paragraph of 300 words or less,
the major aspects of the entire paper in a prescribed sequence that includes: 1) the overall
purpose of the study and the research problem(s) you investigated; 2) the basic design of the
study; 3) major finding or trends found as a result of your analysis; and 4) a summary of your
interpretations and conclusions.
-Research Dissertations and Theses. A thesis, a commonly required to obtain a mater’s degree,
is supposed to test a student’s understanding of his or her field of study. The students formulate a
proposition, or thesis, based on previous work done by others in the field. This previous work is
analyzed by the student in his or her paper as he or she makes a case for a certain point of view.
A dissertation is usually done by a doctorate student and focuses on original research. A student
who is assigned a dissertation is required to come up with a subject in his or her field that hasn’t
already been researched. The student then must come up with a hypothesis and do original
research to prove or disprove the hypothesis.

Purposive Communication Module

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ST.

ANNE COLLEGE LUCENA, INC

PURPOSIVE COMMUNICATION MODULE

Course Code: EN 121

Course Title: Purposive Communication

Credit Units: 3.0 (3 hour/ week lecture)

At the end of the module, the students must be able to:

TIME FRAME COURSE CONTENT

-The value of Communication

Varieties of the English Language

Communication for Academic Purposes

-Parts of a Business Letter

Flows of Organization Communication

 Public Service Announcement (PSA)

(Print, Audio, Visual, Web-based)

As a process, communication is characterized as:

1. Transmission Model considers communication as a one-directional exchange in

Transaction model explains communication as a way of creating realities based on

is not a mere exchange of experiences. It rather shows that we intend to build

C. Verbal and Nonverbal Communication

P-ARTICIPATION. Communication is a manifestation of people’s participation to various

4. ) Problems in understanding the message

c.) Different emotional reaction.

THE VALUE OF COMMUNICATION

Communication assists in fostering strong team.

Communication helps find appropriate solutions to problems

The key to the solution of many problems is communication.

1.Building an information network. One of the goals of communication is to establish an array

2.Engaging and participating; It is a responsibility to be actively involved in various

Quiz on Week 3 and 4 Discussion

Intercultural Communication Tips

VARIETIES OF THE ENGLISH LANGUAGE

BIAS FREE LANGUAGE

9. Slow Down. Use clarity in speaking for easier comprehension.

Tools of Technology and Communication Strategies

-Communication Strategies Using Technology in School

GENRES OF ACADEMIC WRITING

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