Lesson 1: Communication Principles
In order to be
and Ethics
Processes and Principles of Effective
Communication
Effective communication- is a key
interpersonal skill and by 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
Effective communication- is
dependent on how richthose ideas are,
and how much of those ideas are
Principles of Effective
Communication
retained in the process.
an effective communicator, a number of
skills have to be utilized. Which skill one
chooses greatly 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.
Audience Analysis - A key element in
effective communication.
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. Knowing the audience,
understanding their level and how they
need to receive the information – also
known as
Skills on audience analysis– are
extremely important in packagingthe
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.
Communication barriers- another
aspect that needs consideration in
analyzing the audience is identifying and
trying to overcome possible
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 difference, varying levels of
expectations and experiences, and
difference in perspectives and
communication styles.
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 ones
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 and
accurate. Whenever necessary,
background information should
be given to provide better context;
facts and observations may also
be helpful..
 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
people from other countries, but is
inclusive of communication within our
own societies, even with the minorities
and the indigenous peoples. It is
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.
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
therefore imperative that WE learn to
communicate effectively with people
regardless of age, gender, race, ability,
religion, sexual orientation, income,
marital status, or ethnicity.
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 the 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
. approaches of people from different
Digital technology - has erased
territorial boundaries among countries
and among people with varying cultures.
The notion of being a strangerhas 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
with 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
Southern Tagalog have a different
culture from the Bicolanos, and those
accept, and address cultural – and
communication – differences.
ETHICS IN COMMUNICATION
from Zamboanga have different norms
and beliefs from the Ilocanos.
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.
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
cultures using the business experience
as example.
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.
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.
Sensitivity - is key to any successful
communicative situation.
In communicating in a highly global
environment, the challenge that faces
everyone is to learn to understand,
Effective communication- is ethical
communication.
Communication is ethical only
-when it is genuine, open,
cooperative and sensitive to ones
cultural and social beliefs and
practices.
Unethical-
 If there is an intent to conceal the
truth, or bring damage to any
organization, group or individual
person, communication is
considered unethical.
 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.
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
peoples communication styles in the
future. When their audience responded
positively to their message, chances of
them repeating the same style are
Showing commitment in
thecommunicative situation - a key
component of ethical communication.
relatively high. However, when they
were turned down or given negative
feedback, this will definitely influence
how they deliver the message next time.
Prejudice-
 when people take their past
experiences and make certain
assumptions that the same
experience will happen with the
same people, given the same
context.
 It 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.
 Happen when people isolate an
experience with one type of
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 peoples personal identity and
individuality. There can be
prejudice as regards to age,
gender orientation, religious
belief, race, social-economic
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.
Showing commitment and genuine
interest
Committed- means giving sufficient time
and resources to any discussion or
conversation, and being open about any
issue that may arise. Commitment also
involves volunteering important
information, even if it puts a persons
own short-term interests at risk, as long
as it is for the benefit of the majority
especially in the long run. Encouraging
a communicative environment of trust
can go a long way in promoting ethical
communication in any academic or
business setting.
Naval Languageor The Belly Button
Psyche
It is clear that the two major elements
affecting ethical communication are
 the use of words or language,
 ones behavior or body language.
Body Language- may be enhanced
through the Belly Button Psyche, or the
belly button rule
Belly Button Psyche- which is believed
to communicate true interest while
engaging in face-to-face communication.
The origin of this ruledates back to the
1930s and since then, numerous
scientists and body language experts
have honed the theory
.
Dr. Albert Mehrabian- professor of
Psychology at UCLA said that the belly
button rule is the most important
indicator of reading a persons intention.
Simply put, the belly button rule means
the direction of a persons navel reflects
his/her true interest.
Lesson 2: Local and Global
Communication in Multicultural
Settings
COMMUNICATION STYLES IN
VARIOUS MULTICULTURAL
CONTEXTS
As mentioned in Lesson 1, each person
has a unique style of communicating,
which may depend not only on his/her
linguistic ability but also on his/her
cultural and social context. Some are
outspoken; some are more quiet yet on
point. Some always seem formal, while
some have a lot of introduction before
Respecting socio-cultural beliefs and
practices of others
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- entails changing the way
people communicate to 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,
such as the two ads shown on pages 16
and 17.
Ethical communication- requires
people to respect socio-cultural beliefs
and practices of others, while at the
same time avoiding all kinds of
stereotypes.
getting to the main point.
Communication style -refers to the
choices people make and the strategies
or tools they use in the process of
communication. A style may sometimes
depend on the demands of the
communicative situation, as well as on
the needs and requirements of the target
recipients of the information.
Dr. Eileen M. Russo- developed model
by shows four different communication
styles (direct, spirited, systematic and
considerate),categorized further into two
different dimensions (level of
assertiveness and level of Expressive level -usually show their
expressiveness). All of these must be real feelings and emotions through facial
considered because people with expressions, tone of voice, or language
different cultural contexts tend to have use.
varying levels and styles of
communication. Less expressive ones- tend to either
hide their feelings or exert some effort
Assertive communication- people who for these feelings not to show.
are categorized within this level tend to
tell or instruct others what to do and The combination of these levels
sometimes even how to do it. result to the basic communication
styles:
Less assertive styles- usually tend to
be on the receiving end, often asking for  Spirited= High Expressiveness +
guidance, instructions or directions. High Assertiveness
 Considerate= High
Expressiveness + Low
Assertiveness
 Direct= Low Expressiveness +
High Assertiveness
 Systematic= Low
Expressiveness + Low
Assertiveness

Tips for People with a Spirited

Communication Style :

1. Respect decisions and agenda

that have been agreed upon, as
well as time limits during
meetings or any communicative
situation.
2. Try to limit your sharing of
personal anecdotes that may
take the discussion off-topic.
3. Make sure you are allowing
others to contribute their ideas
and suggestions – and that you
are genuinely listening to them.
4. Be certain that any request you
make is clear and that you
convey the reason for such
request.
5. Communicate your appreciation
for otherswork and input.

Tips for People with a Considerate

Communication Style
about you.
1. Recognize that other peoples 2. Realize that not everyone is
opinions about a topic are comfortable discussing personal
separate from their opinions topics with colleagues.
3. Allow others to open personal
 matters before asking questions
of that nature.
4. Respect your own opinion as you
respect that of others.
5. Recognize that you dont have to
be friends with everyone, but you
should treat others – and be
treated – professionally.
Tips for People with a Direct
Communication Style
1. Make an effort to listen carefully
to others. Avoid interrupting.
2. Allow time for chattingat the
beginning of a meeting.
3. Recognize that others may also
feel the need to express
themselves.
4. Recognize that brainstorming can
be effective and is not a waste of
time.
5. Take some time to show your
appreciation for
otherscontributions.
Tips for People with a Systematic
Communication Style
1. Recognize that for good working
relationships, consideration for
othersfeelings is important.
2. Learn to ask qualifying questions
that will help you get the
information you need.
3. Make sure you understand the
background of the discussion or
scope of the conversation so no
time is wasted.
variety of a language spoken in a
particular area of a country.
Examples are as Cebuano,
Waray, Ilocano, and Hiligaynon in
4. Politely ask other questions about
themselves if you want to build
rapport.
5. If you need to ask for more time
to know, analyze or discuss
something, explain the benefit of
the information you need to know.
VARIETIES AND REGISTERS OF
SPOKEN AND WRITTEN LANGUAGE
In a multicultural society, people must
use culturally-appropriate terms,
gestures, expressions and images in
any communicative situation.
Language Varieties - also called lects,
these refer to the different variants of a
language that can be sufficiently
delimited from one another in terms of
social, historical, or geo-spatial factors,
thus forming language clusters.
In addition, language varieties may also
be grouped in the following
classifications:
a) Pidgin- it refers to a new
language that develops into
situations where speakers of
different languages need to
communicate but do not share a
common language.
Examples are Chavacano in the
Philippines and Bislama, a
language spoken in Vanuatu.
b) Creole- it is a pidgin that
becomes the first language of the
children, or the mother tongue of
a certain community.
Examples are the Gullah and the
Patwa, is a creole in Jamaica.
c) Regional Dialect -it is not a
language that is not distinct from
a national language, but rather a
the Philippines.
d) Minority Dialecs this is a variety used
as a marker of identity, usually
alongside a standard variety, by the
 members of a particular minority to specific rules. Slang is never used
ethnic group. and contractions are rare.

Examples are the Sinama of the Examples are registers used in research
Badjaos in the Philippines and paper, government documents,
the London-Jamaican variety in business letters, and in business
Britain. presentations.

e) Indigenized Varieties- these are b. Casual- these registers are used

spoken mainly as second when communicating with friends, close
languages in former colonies with acquaintances, colleagues, and family
multilingual populations. A classic members. These are used in birthday
example is Singlish (or parties or family gatherings.
Singaporean English)
c. Intimate - intimate language registers
are reserved for special occasions,
usually between only two people and
often in private.

Examples are an inside joke between

two high school friends or sweet
nothings. whispered to your special
someone.
f)
Language Registers d. Frozen- it refers to historic language
that is intended to remain unchanged.
Language register- is characterized by
the way a speaker uses language Examples are the registers used in the
differently in different social Philippine Constitution and the Holy
circumstances. These are determined Bible.
by such factors as social atmosphere,
purpose of communication, audience, e. Consultative- it is used in
and the general context of the discourse. conversations when people are
speaking with someone who has
Generally, language registers can be specialized knowledge or is offering
classified as advice. Tone is often respectful, such as
 formal, the use of honorifics or courtesy titles,
 casual, but may be more casual if the
 intimate, relationship between or among the
 frozen, and communicators is friendly.
 consultative.
Examples are registers used in local
a. Formal- these registers are used in television broadcast or in a conversation
professional, academic, or legal settings with a doctor during medical
where communication is expected to be examination.
respectful, uninterrupted, and restrained
Language registers- can also be
classified as Formal, Informal, or Neutral.
situations, such as when speaking
 Formal language registers are to a supervisor or writing an
appropriate for professional invitation letter.
 Informal language registers,on
 the other hand, are The following specific guidelines can
conversational and appropriate enhance your ability to handle
when speaking or writing to a situations involving intercultural
friend or to someone you know communication, and better prepare
quite well. yourself to meet the communication
 Neutral language registers- are challenges in an increasingly global
non-emotional and laden with environment
facts. These are most appropriate
for research or technical writin  Refrain-from forming
expectations based solely on
The use of one or a combination of your culture. Knowing and
these registers highly depends on the accepting the validity of cultural
audience (person/s for whom the differences are key in
message is intended) and the context communicating with people
(nature of the communicative having diverse communication
situation).Using the proper styles. Being an effective
registersshow respect, interest, and a communicator requires allowing
certain level of professionalism, hence yourself to be immersed in the
enhancing harmonious personal and multicultural society and
professional relationships. These are embracing diversity.
also used in writing short notes,  Remove personal biases- or
personal journals, or diaries. any stereotype that may impede
understanding. You do not want
Improving ones Ability in to be at the receiving end of a
Communicating in a Multicultural biased judgment, right? You dont
Setting want people avoiding you just
because of how they see other
Everything should start with a personal members of your group or culture.
desire and strong convictionto relate Determine how much your family,
more effectively with persons having friends and colleagues have
different cultural backgrounds. This will dictatedhow you view or feel
not only create positive personal about other people or other
relationships, but also open more groups, and identify which among
opportunities for professional growth. these pre-judgments are
stereotypes that can damage
Limiting ones reliance on relationships.
preconceived notions and  Make a personal commitment
established stereotypes- is also a to develop communication
major leap towards effective intercultural skills appropriate in
communication. multicultural settings - Your
ability to develop intercultural
communication skills largely
depends on how many – and how
much – of these promises you
are willing to make:

1. I will make a commitment to seek

information from persons whose
 cultures are different from my
own.
2. I will try to understand how the
experiences of persons from
different cultures leads them to
develop perspectives that differ
from mine.
3. I will pay attention to the situation
and the context when I
communicate with persons from
different cultures.
4. I will make every effort to become
a more flexible communicator.
5. I will not insist that persons from
other cultures should
communicate with me on my
terms
Lesson 3: Evaluating Messages and language has become the most widely
Images of Different Text Types used language for most purposes of
communication in international diplomacy,
EVALUATING MESSAGES AND/OR business, science, education and
IMAGES OF DIFFERENT TYPES OF entertainment. Over time, this widespread
TEXTS REFLECTING DIFFERENT use of English – spoken side by side with
CULTURES local languages – has given rise to local
varieties of English with their own
As discussed in Lesson 1, the standards. Examples of World Englishes
advancements in digital technology are Indian English, West African English,
paved the way to innovative modes and Singapore English, and Filipino English.
platforms of communication. The
massive and rapid developments in
digital communications ushered in a
new era of communication that does not
simply rely on words, but also on
images and other semiotics of the
channel used to convey the message.

The effects of cultural and global issues

to communication were highlighted in
previous discussions, as well as the
impact of effective communication to
society and the world. This has
highlighted the importance of exploring
the concept of World Englishes

World Englishes- defined by Celce-

Murcia (2014), the regionally distinct
varieties of English that have arisen in
parts of the world where there is a long
and often colonial history of English
being used in education, commerce and
government.

There is no debate that the English

One major issue that has been raised
with respect to these established
varieties is that they are often not fully
intelligible to users of other varieties of
English. For example, a Filipino
ordering food in a restaurant in
Singapore for the first time would be
confused when he is asked, Having
here, or take away?because in the
Philippines, they are more accustomed
to Dine in, or take out?
Kirkpatrick (2007)- proposes a scale
with two extremes that characterize this
problem:
Extreme 1:The goal of national or
regional identity. People use a
regional variety of English with its
specific grammar, structure and
vocabulary to affirm their own
national or ethnic identity (e.g. Only
Filipinos use the terms
senatoriable, congressman,
For example, Filipinos may use a
strongly local version of Filipino English
to communicate with fellow Filipinos
using English as medium, but they
should use a weaker and more formal
version when communicating with users
of other varieties of English, especially
when international intelligibility is
necessary.
The Power of Words and Image
Before effectively engaging in
multicultural communication, people
have to be ready and knowledgeable for
situations such as the one demonstrated
in the illustration. If anything unplanned
or unanticipated comes up, there must
be alternative ways of communicating
the same message without being
offensive.
Multimodal presentation - sends a
relatively vivid and powerful message
not just through the use of a careful
juxtaposition of text and illustration, but
also because of the other semiotics or
elements such as color combinations.
chancing, and bedspacer, among
others, and use these when
communicating with other Filipinos).
Extreme 2: The goal of intelligibility.
Users of a regional variety should
ideally still be readily understood by
users of English everywhere else in
the world to fully participate in the
use of English as an international
language (e.g. Users of Filipino
English have to understand that
they have to use bininstead of trash
canor liftinstead of elevatorwhen in
a country using British English).
The challenge is to find a goodbalance
between the identity-intelligibility
extremes. Hence, speakers of the
English language may resort to code-
switching(i.e., using English and
another language in the same
statement).
Multimodality-is a fairly new concept in
the general academic setting, but can be
a very powerful tool in light of digital and
multicultural communication. A text or
output is considered multimodal if it uses
two or more communication modes to
make meaning.It shows different ways of
knowledge representations and meaning-
making, and investigates contributions of
semiotic resources (language, gestures,
images) that are co- deployed across
various modalities (visual, aural,
somatic, etc.).Most importantly,
multimodality highlights the significance
of interaction and integration in
constructing a coherent text.
A multimodal text can either be one
of the following:

 Paper(books, comics, posters,

brochures)
 Digital(slide presentations,
blogs, web pages, social media,
animation, film, video games
 Live(performance or an event)
 Transmedia(A story is told
using multiple delivery channels
through a combination of
platforms, such as comics, film,
and video games all working as
part of the same story with the
same message.)

The creation of multimodal texts and

outputs requires a creative design
concept that orchestrates the
purposive combination of text, color,
photo, sound, spatial design, language,
gestures, animations and other
semiotics, all with the unitary goal of
bringing meaning to life.

Purposive use of semiotics- to

forward a specific message. These are
successful in meaning making through
the interplay of various elements.

In creating a multimodal text, the

Purpose, Audience, Context must all
be considered.

 As to purpose, the creator of

the text must be clear on the
message and the reason(s) why
the message has to be
delivered.
 As to audience, the nature,
interests and sensitivities of the
target audience must be
considered so the text will not
be offensive and hurt peoples
sensibilities.
 As to context, the message
should be clearly delivered
through various semiotic
 resources, and in consideration
of the various situations where
and how the text will be read by
different people having different
cultural backgrounds.
Lesson 4: The Rise of New Media and
Technology Aids in Communication
SOCIAL MEDIA USE
Social media- has undoubtedly altered
the world operates. The rapid and vast
adoption of new media platforms have
changed the way people relate and
communicate with
each other in the social, economic, and
political arenas.
Though there are minor social media
platforms available since the 90s, the
social media that we know today
MySpace in 2004,–the one with millions
of active and interactive users started
when it reached a million active users.
Since then, other sites started
mushrooming, and people began getting
hooked to these new media.
Some media platforms have been so
popular that the number of users rise at
such an exponential rate. TikTok, for
example, became such a craze in 2020
during the COVID-19 pandemic, when
people were mostly at home and thus
have nothing to dobecause of the
worldwide call to Stay Home. It was
launched in 2016, and had half a billion
users by 2018. This number even got
higher in mid-2020, with over 800 million
active users within that time span.
However, not all social media platforms
last. For example, in 2008, Hi5,
MySpace, and Friendsterwere close
competitors to the social media giant,
Facebook. In 2012, all three had
virtually disappeared as shown by very
poor performance of market shares.
Interestingly, the social media platforms
that survived did so because of their
continuous evolution and response to
the needs and interests of its users.
For example, Twitter used to disallow
the uploading of videos or images, but
because of the high demand and the
stiff competition, this feature was
allowed in 2011. Today, more than half
of the content that can be seen in
Twitter includes photos and videos.
The exponential rise in the use of
social media can be partly attributed to
the emergence of technologies that
enable modern communication (that is,
FAST, CONVENIENT, INTERACTIVE
communication).These include
computers, laptops, and smart
phones, among others.In addition, the
rise of social media is a unique
manifestation of how quickly and
drastically patterns of social
behaviors change.
Some Interesting Statistics on Social
Media Use
In a 2017 report by the Global Web
Index, around 42% of people use social
media platforms to stay in touch with
what their friends are doing, while 39%
said they want to stay up-to-date with
news and current events.
The other top reasons for using social
mediaare filling up spare time, general
networking with other people, looking for
entertaining content, sharing photos or
videos, sharing ones opinion, meeting
new people, and researching or finding
out products to buy
Responsible Use of Social Media
Social media has grown in popularity
over the years, with hundreds of options
for sharing your thoughts, photos, and
videos and for interacting with friends
and family. The more it grows, the more
we discover about the do's and don'ts of
social media. The same rules apply to
of which site is your favorite. There are
some practices for engaging in
responsible social media use and best
practices for social site etiquette.
We all have a social responsibility.
We all have friendships and
professional relationships that can either
be helped or hindered by our social
media presence. Imagine you post
inappropriate selfies of your weekend
activities on Instagram. Have you
considered what your boss will think?
What if you say something spiteful after
a fight with a friend and then realize they
saw it before you could delete it? You
may have just lost a friendship over
social media silliness. You are 100
percent responsible for everything that
appears on your social media accounts,
from your status updates and comments
to pictures, videos, and links you share
You may not agree with everything or
everyone you encounter on social media
networks, but treat each person with
dignity and respect. The Golden Rule of
treating others how you want to be
treated is a good practice.
Do not turn to social media as a way to
harass, demean, or bully someone else.
Sitting in front of a computer screen
does not give you license to embarrass,
intimidate, or spread hurtful rumors
about others.
Regardless of your privacy settings,
keep in mind that anything can possibly
be seen by anyone at any time, even by
that person that you did not want to see
it. Pause before you post, think
before you click.
Whether you're concerned with
maintaining good friendships or future
job prospects, be responsible in what
you post and how it could affect your
must be prepared for its inevitable
expansion.
all social media playgrounds, regardless
reputation. Many employers now check
up on job candidates' social media
accounts for evidence of bad behavior.
ENGLISH LANGUAGE AND THE NEW
MEDIA
Question: Does the language we use
dictate the language of new media, or
do new media shape the language
that we use?
Let me rephrase that: Are we using
new media, or are new media using
us?
New media -refer to highly interactive
digital technology. These are very easily
processed, stored, transformed,
retrieved, hyper-linked, searched for,
and accessed.
Generally, these can be classified as:
 Blogs
 Social media
 Online newspaper
 Virtual reality
 Computer games
Language in new media is sometimes
referred to as Computer-mediated
communication (CMC),though it may
also be called any of the following:
 Netspeak
 Computer-mediated discourse
 Digital discourse
 Electronic discourse
 e-communication
 Digitally mediated communication.
 Keyboard-to-screen
communication
The Internet is the largest area of
language development we have seen in
our lifetimes.
Crystal (2011)said that only two things
are certain: it is not going to go away,
and it is going to get larger. Hence, we
Digital discourse -illuminates social and
cultural processes, which is under the
domain of sociocultural linguistics.

The primary concern is not with abstract,
grammatical linguistics, but rather the
everyday functions and uses of
language.
This type of discourse or computer-
mediated communication can be
described as:
 Vernacular
 Interpersonal
 Spontaneous
 Dialogical
CMCis Vernacular -which means it
uses language that is common to people
regardless of age, social class, gender,
or race.
Examples
 Acronyms (Lol, yolo, fomo, bae)
 Initialisms (atm, rotfl, brb, btw,
hbd, idk, jk, af, nvm, tmi, tldr, ftw,
g!)
 Emoticons/ Emojis
 Expressive Punctuations (Hello?
VS Hello?!?, No. VS No? VS
No!!!, <3 ; </3, :-) ;))
Misspellings / Respellings
Respelling- is a resource whose use is
subject to a variety of factors, including
userstechnoliteracy, their considerations
of audience and purpose, and physical
constraints of message production (for
economy and text entry reduction). ( cu,
2nyt, tom/2mrw, abt, y? )
These increase insecurities in spelling,
but also tolerance towards typographical
Multimodality- this refers to the
layering of different digital media. We all
know that words are only ever part of
errors, which are reinterpreted as
outcomes of speedy text production
rather than indices of lacking
competence.
CMC is Interpersonal. It is relationship-
focused rather than subject-oriented.
This can be explained by the number of
Group Chats (GCs) a person has, and
the number of individuals and GCs a
person engages simultaneously.
The interpersonal nature of CMC is
characterized by the following:
 Turn-taking
 Topic development
 Back-channels
 Repairs
CMC is Spontaneous. It is usually
unplanned, unstructured, and
sometimes impulsive. This spontaneity
also gave rise to Net Neologisms
through Lexical Creativity, such as the
use of b4nand f2f, or such terms as
trolls, meme, hashtag, and meh. These
can be described as mediatized
stylization and popular representation.
CMC is Dialogical - It carries
expectation of continuous exchange.
This is why most media platforms have
a Replyor Commentoption, while some
have a Leave a commentbutton, to
ensure continuous interaction.
The English language in the New
Media is
 Brief
 Multimodal
 Ideological
Brevity. Do you notice how much
people put premium on length and on
the time it would take for them to read
an article in the net?
the picture. All texts, all communicative
events, are always achieved by means of
multiple semiotic resources, even text-
based new media like instant- and text-
messaging.  To inform
 To persuade
Ideologically-motivated- new media is  To prevent misunderstanding
inherently ideological, especially in
 To present a point of view or
terms of their political-economies of
reduce barriers
access and control.
Steps in Communication Planning
They are used to control people, and
they are used to resist control. This is
1. Research and analyze current
quite apparent, most especially through
situation.
the symbolic power of the news and
2. Establish goals and objectives
broadcast media.
(short and long term).
3. Identify the target audience (what
Language use- is not simply a way of
they know, what influences them,
communicating, but a powerful resource
communication impediments,
for representing (or manipulating) its
etc.).
users, especially the young people – so-
4. Conceptualize on key messages.
called digital natives. None of this is
5. Strategize on communication
especially new; every generation likes to
styles and platform(s).
complainabout the next generations
6. Evaluate and anticipate.
communication practices.
Communication Strategies in Tech-
This is an important context in which
based
language can be seen taking place in
Communication Modern technology-
and around new media, and how it
did not only usher in new forms of
continues to evolve with every new
language used in new media, but also
technological revolution taking place.
paved the way on how communication
takes place and how messages are
COMMUNICATION PLANNING
presented.
Communication planning process -
Part of communication planning is
involves defining the types of
deciding on the platform in which the
information you will deliver, who are the
message will be presented. In some
intended recipients of that information,
cases, the use of technology will do
the format for communicating it, and the
wonders for your presentation
timing of its release and distribution.
Multimedia presentations often always
The key goal is to make sure everybody
require the use of technology, and these,
gets the right message at the right time.
when used properly, can do wonders for
It serves various purposes:
your presentation. They are visually-
oriented and allow multimodality (as
discussed in Lesson 3) and the use of
such features as text, graphics, photos,
audio, anmations, and video.

There are a wide array of presentation

software and tools to choose from,
some of which are free and very user-
friendly, that is, you do not need training
to be able to utilize the software and
maximize its features.

Regardless of the software or

technological tool that you use, there
are a few factors that you need to
bear in mind in using technology as
an aid to communication:

 Keep it simple.Avoiding
including too much information in
a graphic or in one slide. The
message should be immediate
and clear. By keeping the visual
material simple, you also
maintain maximum personal
contact with your audience
 Emphasize only on key
ideas.When you call attention to
ideas with a graphic presentation,
make sure the graphic clearly
illustrates your essential points
and the important supporting data.
 Show what you cant say.The
best use of visual media is to
reveal material you cant easily
describe orally or with written text.
Graphics, photos, charts, and
illustrations can accomplish this
objective.
 Keep the number of images
you present manageable.Too
many images will tire your
audience (so will too much text).
Eight to ten images should be the
maximum number for most
presentations.
 Combine variety with
coherence.If you use several
images, vary the design to make
them interesting, but keep them
aesthetically consistent.
 Use large lettering.Use large
text font sizes with minimal use of
serifs so the audience can read
the text easily. In addition, do not
flood your presentation with text.