MODULE # 1

TOPIC: COMPONENTS AND NATURE OF COMMUNICATION

August 16-20,2021
I. Objectives:

1. Increase knowledge in communication, its processes and principles hence become more skillful
communicators.
2. Discuss the different communication process
3. Heighten awareness on communication ethics resulting in conscientious and respectful interactions

II. Introduction:
Human beings tend to be interested in the study of human communication as a fundamental and
universal process. We cannot not communicate!, is a premise that unravels the intricacies of human interaction
which is anchored in communication. The human being is social by nature. As he or she, is other people in
constant flux with other people in the environment, communication which is anchored includes the sharing of
thought is also key to adaptation and survival.
III. Lesson Inputs:
COMMUNICATION comes from the Latin word cummunicare which means to Share which means it is
the conveying of information through the exchange of thoughts, messages, or information by verbal, visual or
written language.(signal ,behaviour and written is a meaningful interaction between and among individuals.The
essence of communication is to connect senders and receivers of message through space and time.
Studying communication therefore enables us to have a good grasp of this unavoidable human activity and
hopefully makes us good and responsible participants. By being good participants means that as senders and
receivers of messages, a common understanding is achieved, resulting in a successful communication.
WHAT THEN IS PURPOSIVE COMMUNICATION?
Purposive Communication is an intentional communication that happens with the bounds of specific contexts.
Context. Communication happens in specific contexts. Context includes settings or environment ( family,
school, workplace, religious communities); social relations ( friends, husband, wife, parent and child,
colleagues/boss-subordinate in the office); scenes which include place, time and occasion ( business meetings,
job interview, social gathering); culture ( history, tradition, beliefs, norms, values).
Communication Process:
Since communication is a process, it is something continuous. There are times however that we terminate our
communication with someone or group when we already lose the purpose or goal in communication with the
participant/s. Nevertheless, even if one does not anymore, this is still an act of communication as this sends
messages as “I don’t want to associate with you anymore…” or simply”there is no more reason that we should
be talking.”Hence, communication may not have a definite end.
COMPONENTS OF COMMUNICATION
Human communication entails the process of sending and receiving messages as well as responding to the
symbolic behaviour of people. The saying “we do not communicate to other people, but we communicate with
other people means that the phrase communicate + to shows only one person directing to process – symbolizing
movement to another – while communicate + with is an event when two people come together and share an
experience. To understand the differences, it is best to learn the common component of communication as,
follows.
1. Sender - the one responsible for creating a message to send. The sender is an individual, group or
organization who initiates communication.
For example: A teacher delivering a lecture in the class.
A politician who give a campaign speech
2. Receiver - individual, group or entity who received the created message.
For example:. A student listening to lecture of the teacher
The resident listening to the politician promises
3. Channel -the medium that the sender uses to transmit the message.it could be a verbal or non-verbal form,
oral or written. It could also be a symbols or the tone of language that elicit a response.
Example: Printed word in the news papers
Oral speech of the politician and the gestures made by reaching out his palm.
3. Process of Encoding- the senders attempt to express ideas, and replicate thought and feelings into a message
through a form of language or written ideas. Take note that the good encoder is articulate(able to express ideas
clearly and effectively in written or in speech) and eloquence or make the message clear enough to be
understood.
Example: A woman without her man: is a savage! (Uncivilized or wild)
5. The process of decoding-occurs when the receiver tries to make meaning out of the senders message. Some
become frustrated in communication when they have a hard time understanding what others meant. On the other
hand the sender gets also frustrated when the message delivered deliver cannot come across as expected.
6. Interference-also known as noise, these are factors that deter effective communication.
Example state of hunger, mental block
7. Feedback-the main component of the communication process as it permits the senders to analyse the efficacy
of his or her message.
-also provide an opportunity for the sender to take corrective action to clarify the misunderstood
message.
- in the deeper analysis, feedback is the effect that reflects what” happen to the
communication.
8. Environment-or context, refers to the field of experience or cultural backgrounds that influence the way
communicators encode and decode message. Culture and past experiences effects human interaction.
Communication does not happen in a vacuum. A communication system contains many parts that make up the
whole and relates to the environment. This system can be by an illustration shown above.
According to Littlejohn (2008), a system is comprised by the following:
1. Objectives – the parts in a given process.in communication the sender, receiver,noise etc., which may be
physical, human, or abstract.
2. Attributes – the characteristics of the objects. For example, a sender of communication has goals, needs
and intentions.
3. Internal Relationship – the interdependence and interaction of the objects. It happens, for instance,in
the mutual relationship between a teacher and a student during a class lecture.
4. Environment –the context or situation in which the interaction takes place. An example is when two
people are conversing inside a noisy factory and there can be many constraints.
The following are the six communication functions according to Jacobson:
1. Referential or Informative function – corresponds to the message that describes a situation, object, or a
mental state through descriptive statements. Informative writing refers to something external to the
writing itself, with the purpose of informing the reader (e.g., “The siege in Zamboanga by rebel troops
was over” with reference to the residents who are back to their homes and establishments on “business
as usual”).
2. Expressive or Emotive/affective function – signifies how the sender’s expressions can exude his or her
internal state but does not alter the denominative meaning of the message (e.g., “Thank God, typhoon
Yolanda has finally left and stopped wreaking havoc”).
3. Conative function – engages the receiver to a direct action. It is best illustrated by commands and
instructions (e.g., “Register, and file your income tax today!”
4. Poetic function – focuses on the code used as the operative function in a message such as in the issue of
slogans (e.g., “You are in good hands in Metrobank!”)
5. Phatic function – signifies the language for the sake of interaction. It is associated with the contact factor
embedded in greetings and casual conversations that brings familiarity andcloseness among
communicators. It also aims to establish and maintain a connection between sender and receiver. (e.g.,
“Hello?,” “I’m OK!, You’re OK”, “Take care”, “Thanks”,)
6. Meta – lingual/ Meta – linguistic or Reflexive Function – refers to the use of language as a code to
discuss or describe itself
(e.g., “The discussion is on communication with a given purpose”.)
3 BASIC TYPES OF COMMUNICATION
1. Written communication-in the form of news report, emails, letters, memos and other printed documents.
2. Oral communication –through face-to face interaction
3. Non-verbal communication-using gestures, movements, and body language.
4. Computer-mediated communication-is also important in communication which is seen in online inter-action.

PURPOSE OF COMMUNICATION IN ORGANIZATION

Communication is also able to serve its purpose within a group or organization by means of setting the
following:

1. Control-Exercise of authority within group and set formal guidelines to follow.

2. Motivation-Clarification within individuals on what needs to be done, how well they are doing, and what can
be done to improve performance.
3. Emotional Expression-a release of feelings, whether positive or negative, for fulfilment of social needs.
4. Information-must is transmitted by individuals, in groups in order to make decision and identify and evaluate
alternative choice.
IV. Summary
The components of any communication systems are important to understand how the message
exchange happens, whether verbal or non-verbal means. However, it is also important to take note of the
two-way process that shows the feedback between the sender and the receiver of the communication.

As a system, communication can be planned with intentions (driven) or unplanned (non-driven), based
on a goal or by sheer accident, depending on their situation. For example while a teacher lectures in a class, a
student yawns, stretches or sleeps, or doodles on in a notebook without any underlying intention. Perhaps, the
student did not get enough sleep the previous night, or may have had a spat between boyfriends, girlfriend
situation, or may be suffering from a family crisis that somehow affect. The teacher may respond by telling the
class that after the lecture, a quiz will immediately follow to assess the students’ understanding of the lesson. As
a result the student will listen attentively with the intention to absorb the lesson to fare better in the quiz. Both
the teacher and the student have their purpose in communicating.

V. Evaluation:
A. Read the situation given and determine the elements of communication process and system.
Sunday Service
The church goers attended a worship service on Sunday morning. The church fully packed. Many were
standing. Children was running around and playing. The Pastor, who was delivering a message, was hardly
heard by the church members because of faulty sound system.
1. Communication Process Elements:
a. Sender:________________________
b. Message:______________________
c. Channel:______________________
d. Receiver:________________________
2. Communication System Elements:
a. Objects:_______________________
b. Attributes:______________________
c. Internal Relationships:______________
d. Environment:_______________________
3. Were the church goers able to pay proper attention ? Justify your answer.
____________________________________________________________________
____________________________________________________________________
B.Answer each question briefly ( 3-5 sentences)

1.In your perspective, why is the study of communication relevant to your life and to your future
profession? Cite specific instances of its significance.

2.Do you agree that communication is something that does not have a definite end? Support your
answer.

3.As a sender or receiver of a message what is that you need to develop further? How can you improve on these
areas?

4.Why are feedback important?

VI. Reference:

Magan, Rhodora. Purposive Communication in the 21st Century.Mindshapers Co., Inc. Manila.2018
https://www.yourarticlelibrary.com/business-communication/7-major-elements-of-communication-
process/25815

Checked: Approved:
 EPHRAIM MAGUAD, MEd MARILYN T. ALCALA, EdD
Program Coordinator Dean

MODULE # 2
TOPIC: PRINCIPLES AND LEVELS OF COMMUNICATION
August 23-27,2021
I. Objectives:
1. Analyse the different principles and levels of communication
2. Determine the characteristics of effective communication
II. Introduction
What sets human apart from animals the gift is of rationally coupled with creative and analytical thinking.
Communication today is mainly driven by the goal of having meaningful interaction. There are 3 basic types of
communication in the form of news reports, emails, letters memos and others. Oral communication through face
to face interaction and non-verbal interaction using gestures, movements and body language.
III. Lesson Inputs
LEVELS OF COMMUNICATION
Communication is generally classified into seven levels of interaction:
1. Intrapersonal communication – extremely private and restricted to the self. It includes a silent conversation
with the self.
Ex: primping in the front of the mirror to check if the one’s make up is good or reflecting on the things one did.
2. Interpersonal communication – takes place between two individuals in a one on one conversation. The
dynamism in interpersonal engagement is marked by a continuous cycle of responses.
Small group communication – takes place only when more than two people are involved. Example. Press
conference, board meeting and dialogue between the manager and staff member.
3. Public communication – takes place when one is publicly addresses a large gathering of people like in
campaign and speeches.
4. Organizational communication – can be external or internal. Its purpose is to achieve organizational
effectiveness using available resources. The use of message and various channels like reports, request, opinions
and complains. (Hierarchy level)
5. Mass communication – the use of print (newspapers, and magazine) and broadcast ( radio and television)
media channel to reach a wider coverage.
6. Cross- cultural communication – results from people of different cultures communicate based on their learned
and acquired values and manners. This interaction requires cultural awareness in order to established shared
understanding of the world.
In communicating the feelings of others must take place into account in order to avoid conflicts. Aside from
learning the skills needed to create effective messages and become a good listener. Words that can hurt others
will have to be disarmed carefully.

The C’s of effective communication:

1. Clarity – understanding the message by making it clear and sharp, repeating it when needed and keeping it simple.
Implies emphasizing on a specific message or goal at a time, rather than trying to achieve too much at once.
Clarity in communication has the following features:
 It makes understanding easier.
 Complete Clarity of thoughts and ideas enhance the meaning of the message.
 Clear message makes use of exact, appropriate, and concrete words.
2. Connection – getting the message, its meaning and its significance using rational and emotional appeal, and sparking
response behaviour.

3. Credibility – believing who is saying the message it, what is being said, and how it is being said to establish and
maintain a connection.

4. Contagiousness – catching the so-called “message fever” and spreading it. It’s just like establishing recall when a
slogan or a phrase is used in conversations through a demonstrative reaction like for example, the famous slogan used by
the Department of Tourism “It’s more fun in the Philippines!”

5. Completeness – the communication must be complete. It should convey all facts required by the audience. The sender
of the message must take into consideration the receivers mind set to convey the message accordingly. A complete
communication has following features:

a. Complete communication develops and enhances reputation of an organization. Moreover they are cost saving
as no crucial information is missing and no additional cost incurred in conveying extra message if the communication is
complete.
b. A complete communication always gives additional information wherever required. It leaves no questions in the
mind of the receiver.
c. Helps in better decision making by the audience/readers/receivers and it persuades the audience.

6. Conciseness – means wordiness, i.e. communicating what you want to convey in a least possible words without
foregoing the communication. Conciseness is the necessity for effective communication. Concise communication has the
following features.
a. It is both time saving and cost saving
b. It underlines and highlights the main message as it avoids the use of excessive and needless words.
c. It provides short and essential message in limited words to the audience.
d. Concise message is not repetitive in nature.

7. Courtesy – means the message should be or should show the senders expression, as well as should respect the receiver.
The sender of the message should be sincerely polite, judicious, reflective, and enthusiastic. Courteous message has the
following features.
a .implies taking into consideration both viewpoints as well as feelings of the receiver of the message
b. positive and focused on the audience
c. make use of terms showing respect for the receiver of message.

8. Consideration – means stepping into the shoes of others, Effective communication must take the audience into
consideration. Example the audience view point, audience background, mind-set, educational level. Ensure that the self-
respect of the audience is maintained and their emotions are not at harm. Features of considerate communication:
a. Emphasize on your approach
 b. Empathize with the audience and exhibits interest in the audience. This will stimulate the positive reaction from
the audience.
c. Show optimism, towards your audience, Lay stress on the words such as, committed, thanks, warm, healthy,
help etc.

9. Correctness – Correctness in communication implies that there are no grammatical errors in communication. Correct
communication has following features:
a. The message is exact and well timed
b. If the communication is correct it boost up the confidence level.
c. correct message has greater impact to the audience/readers.
d. It checks for the precision and accurateness of facts and figures used in the message.

IV. Evaluation

A. Direction: Write the letter that corresponds to the level of communication in the following situation.

a. Interpersonal e. public
b. Group communication f. mass
c. Organizational g. social media
d. Business h. inner – cultural

1. A memo was sent to an employee to reprimand him or her for habitual tardiness.
2. The “Study Now, Pay Later” scheme is a government plan that encourages more students to go to college.
3. The concerned citizens comprised of 30 parents who their objection to na increase in tuition fees.
4. “Tulong Muna Bago Balita” is a media coverage initiative dedicated to news reporting during emergencies and
natural disasters.
5. A prenuptial agreement is a contract entered prior to marriage to enforce agreements regarding properties in the
event of a divorce.
6. Felix had a disagreement with Cesar on the issue regarding the responsible Parenthood and Reproductive Health
(RH bill).
7. A new product using natural ingredients was launched to health-conscious women.
8. Twitter and Facebook “crash videos” were posted to call against animal cruelty.
9. A food company received a complaint regarding a foreign item instead a can of sardines from a consumer.
10. A program committee was created to discuss plans for the celebration of the National Language Month.

B. Write the C ( courtesy, clarity, conciseness, concreteness, completeness,) that has to be addressed and rewrite the
sentence.
1. Pay your phone bill as soon as possible else we will be forced to disconnect your telephone line.
_______________________________________________________________________________
2. There will be a meeting with the student council
_______________________________________________________________________________
3. Call me If I qualify for the position I am applying for.
_______________________________________________________________________________
4. Many Filipinos are in the state of poverty.
_______________________________________________________________________________
5. Your service is no longer needed in the company

V. Reference:

Magan, Rhodora. Purposive Communication in the 21st Century.Mindshapers Co., Inc. Manila.2018
https://scottjeffrey.com/five-levels-of-communication/
 Checked: Approved:

EPHRAIM MAGUAD, MEd MARILYN T. ALCALA, EdD

Program Coordinator Dean

MODULE # 3
TOPIC: COMMUNICATIVE COMPETENCE
August 31- September 3, 2021

I. Objectives:
1. Explain a competent communicator
2. Discuss the principles of effective communication

II. Introduction:

The communicative competence of the interlocutor is necessary ingredients in a more effective

communication.
III. Lesson Inputs:
What then is communicative competence?
Communicative Competence ( Dell Hymes 1966 concept) - refers to the linguistics, sociolinguistics, discourse
and strategic proficiency of the sender and receiver of the communication.
1. Linguistic Proficiency includes the ability of the communicator to use the appropriate morphology ( words) ,
syntax ( grammar), phonology ( pronunciation), semantics ( meanings), and pragmatics ( meanings of utterances
in specific contexts). Linguistic skill is a product of bring educated and exposed to a language.
Sociolinguistics is a sub-discipline of linguistics that treats the social aspects of language ( Soutehrland &
Katamba, 2001). This means that language varieties exist and these variations are to a large extent shaped by
social factors such as socio-economic status, gender, education,occupation or profession, relihion and other
social variables.
2. Sociolinguistic competence is also the ability of a receiver to accommodate or adjust to the communication
style or language variety used by the sender by making extra effort to learn about the communication patterns,
increasing exposure to a particular variety of language, and using the same style or language when necessary.
Discourse refers to how ideas are linked across sentences or utterances using the appropriate organization of
ideas, cohesion and coherence.
3. Discourse Competence refers to one’s ability to demonstrate organized, cohesive and coherent thoughts in
spoken or written texts.
4. Strategic competence refers to speaker’s ability to adapt to the use of verbal and non verbal language to
compensate for communication problems caused by the speaker’s lack of understanding of proper grammar use
and /or insufficient knowledge of social behavioral and communication norms. This communication competence
may include the ability to use synonyms or employing gestures to get the messages across. Further, this is an
ability of the communication participants to keep the exchange going, prevent communication breakdown from
happening and enhance the effectiveness of communication.
The framework uses six (6) in assessing communication competence. These factors include:
1. Adaptability – the flexibility of the sender and the receiver in making adjustments on a given situation:
2. Conversational involvement – the interaction using verbal and non-verbal gestures;
3. Conversational management – the control and regulation of communication especially in changing moods or
topics;
4. Empathy - the ability to put someone on another oneself in someone else’s shoes to gain and achieve
understanding.
5. Effectiveness- the ability to achieve the objectives of communication; and
6. Appropriateness- the ability to meet some expectations in any communication situation.

PRINCIPLES OF EFFECTIVE COMMUNICATION

Since communication is a two way process, it is important that you know the principles to be observed to make
it effective. For both oral and written communication, you should be able to apply the following principles.
1. Know your purpose in communicating- Are you communicating basically to inform?, to entertain or to
persuade? While you may have more than one purpose, there is still a more dominant objective or reason
why you communicate.
2. Know your audience – In both speaking and writing you should know your audience as it will dictate the
speaking or writing style you are going to employ.
3. Know your topic – you communicate essentially because you want to share something In speaking
speakers are invited because they have something to share. This is also implying to writing.
4. Adjust your speech or writing to the context of the situation – The environment to which your speech or
writing is to be delivered, determine the kind of language you use.
5. Work on feedback given to you – Once you receive comments for the listener/readers, work on them.
Take kindly to criticism. In the long run constructive criticism will prove beneficial to you as you learn
to address them.

IV. Summary:
The ultimate goal of communication is to achieve competence (Lane, 2000). Competence is defined as the
degree of effectiveness and appropriateness in the interaction. Communication must generate meanings within
and across various contexts. The transmission of messages through speech, signals, or writing must be
satisfactorily received and understood.
V. Evaluation
A. Answer the following questions
1. If someone is proficient in speaking a language, does this mean he/she is a competent communicator? Explain
your answer.
2. What makes a competent communicator?
3. What are the principles of effective communication
VI.Reference:

Magan, Rhodora. Purposive Communication in the 21st Century.Mindshapers Co., Inc. Manila.2018
 https://www.learnalberta.ca/content/eslapb/about_communicative_competence.html

Checked: Approved:

EPHRAIM MAGUAD, MEd MARILYN T. ALCALA, EdD

Program Coordinator Dean
MODULE # 4
TOPIC: ETHICS IN COMMUNICATION
September 6-10, 2021

I. Objectives:
1. Determine the communication ethics in effect to a respectful interaction and communication.
2. Give the importance of communication ethics to daily life

II. Introduction
Communication ethics emphasizes that moral influences the behaviour of an individual, group or
organization thereby affecting their communication. Albeit peoples from different cultures vary in their moral
philosophies, people in general expect to be treated with dignity, fairness, respect or with basic courtesy in their
communication encounters.

III. Lesson Inputs

Ethics - comes from the Greek word ethos, which means custom, habit, character or outlook.

Regardless of an individual’s moral principle ( relativistic), ethics in communication can take a universal
approach, which can be displayed in several ways including but not limited to the following:

1. Adhering to the golden rule or the platinum rule. The golden rule asserts to always treat others in the same
way you want to be treated while the platinum rule according to Bennett( 1980) stresses on treating others the
way they wish to be treated. Ethical communicators address people of other cultures with same respect that they
would like to receive themselves.

2. Considering the feelings of the receiver. Humans are not only cognitive but also emotional beings. If we are
less careful with our words, tone and non-verbal gestures, people could be negatively affected. To be ethical in
communicating with others, it will be best to maintain tact and diplomacy in our communications.

3. Acknowledging the source of idea & information. Sources of ideas and information should be
acknowledged appropriately at all times. It is unethical and unlawful for someone to convey other
people’s intellectual properly without recognizing the author’s names or organizations.

4. Speaking the Truth. This is a universal rule. Unfortunately, there are also those who ( whatever
reason) seem to enjoy propagating falsehood. Take for instance the abundance of fake news or what
others call alternative facts on the internet. Obviously, this is a violation of communication ethics and
should be stopped by all means.

In addition, communication ethics emphasizes that moral influences the behaviour of an individual, group or
organization thereby affecting their communication.
Be guided by the following to achieve ethical communication:
1. Established an effective value system that will pave the way of your integrity as a person.
2. Provide complete and accurate information
3. Disclose vital information adequately and appropriately, never conceal or hide information.

PRINCIPLES OF ETHICAL COMMUNICATION

 Advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of communication,
 Endorse freedom of expression, diversity of perspective, and tolerance of dissent to achieve the
informed and responsible decision making fundamental to a civil society.

IV. Summary

Observing a code of ethics is essential as it determines the kind of behaviour that is proper and desirable
over one that is displeasing and offensive. A code of ethics sets standards to be observed by a person or
company that will create a good reputation or a positive image not only for individual but also for organization.

V. Evaluation

Research on issue/s in ethics in the context of cyber communication.

How do you think these issues can be resolved? Write your response
to it on a one-page bond paper ( font size 12, Times Roman and 1,5
spacing)

VI.Reference:

Magan, Rhodora. Purposive Communication in the 21st Century.Mindshapers Co., Inc. Manila.2018
https://paradoxmarketing.io/capabilities/knowledge-management/insights/ethical-communication-the-
basic-principles/

Checked:

EPHRAIM MAGUAD, MEd

Program Coordinator

Approved:

MARILYN T. ALCALA, PhD

Dean
 UNIT 2: COMMUNICATION AND GLOBALIZATION

Module 3: IMPACT OF GLOBALIZATION AND ICT

Globalization and global are terms we often encounter today, these terms are associated with realities
outside the territories of nation states. All countries are engaged in globalization. Very few societies are
unaffected by this phenomenon. Because of this, we need to understand exactly what it is, and more importantly,
how it impact to communication

INTENDED LEARNING OUTCOME (ILO)

At the end of the module, the students are expected to:
 Analyse the impact of globalization to communication and the great challenges it offers.
 Create slogan about Globalization
 Application Letter and Resume writing

VALUES INTEGRATION: To compete in a globalised world. It is essential to learn another language.

Activity: Because of globalization, news travel faster than ever before. However some news reports are false
and misleading. Organize yourself into 5 groups and look for an example of false news and misleading report
that has been circulated on social media using your cell phone. Then find out how the public reacted or acted on
it. Share your findings in the class.
CONTENT:
The impact of globalization on communication & education:

As technology advances, the world is both getting larger and smaller. Today we are able to communicate
with people across the globe at the touch of a button. While globalization, or communication between nations
beyond their borders, is an old concept, with the onset of new technology globalization is impacting the ways we
communicate and learn in fascinating ways. We are expanding our understanding of fellowship and as we
become more connected, we are deepening our educational experiences. The rise in the use of the internet in
particular has been incredibly instrumental in improving the ways in which we connect with one another.

Because of technologies like the internet, we have the opportunity to view diverse perspectives that were
outside of our scope before. We are able to fully connect with someone who is thousands of miles away in real
time and the effects are profound. Take two children taking an online math course together; a child from Texas
and a child from Japan for example. These two students are able to share not only the content of the math class
but their cultural perspectives as well. This additional component is no small detail. That kind of exchange opens
up your sense of what parts of the world are accessible to you, which in turn lays the foundation for an evolved
worldview.

Another wonderful benefit of globalization is that the world becomes more accessible and equitable in
general. Search engines, Ebooks, online courses and other virtual education give more people the ability to learn
about subjects that used to require a certain level of income or social positioning. Information isn’t as restricted
and it allows us the opportunity not only to receive information but to enter into academic spaces and contribute.
Globalization creates a space for ideas to transcend borders and social strata.

When you combine the access to new perspectives with access to previously highly safeguarded
materials, what you get is the opportunity to create brand new worlds. When you can see the world through new
eyes, you have the opportunity to innovate and really develop new educational opportunities, rethink how and
why we communicate and create new systems to do both. We are able to create a more equitable world when we
are all able to come to the proverbial table and share ideas.

Globalization can be defined in various ways,

1. The disappearance of borders between nation and the rise and increase of international relations.
2. The similarity of values among different cultures. Or everybody and everything together.
In this regard, the use of technology reinforces how the people of the world communicate globally, particularly
in sharing or offering product and services.

What is the Effect of Globalization in Communication?

Connecting with people on the other side of the world is now much easier than it was a few years ago. Satellites,
fiber-optic cables and the internet make it effortless to share information with those in different time zones and
locations. Global communication is directly affected by the process of globalization, and helps to increase
business opportunities, remove cultural barriers and develop a global village. Both globalization and global
communication have changed the environmental, cultural, political and economic elements of the world.
1. Increased Business Opportunities.
2. Fewer cultural barriers
Globalization has made it possible, for example, for someone in Japan to understand how someone in the
U.S. goes about their day. With television and movies, cultural barriers are becoming less prevalent. Being able
to communicate effectively and frequently with colleagues or friends across the planet helps people understand
each other’s cultures a little better.
Is a design for instrumental action that reduces the uncertainty in the cause-effect relationships involved in
achieving a desired outcome.
Is the combination of hardware equipment, organizational structures, and social values through which
individuals collect, process, and exchange information with other individual?
This technology served as a window to the world. And one of the greatest inventions of mankind because of its
power to evolve society’s thoughts and ways of life.

Information and communication Technology-Information and communications technology is an

extensional term for information technology that stresses the role of unified communications and the integration
of telecommunications and computers.

What is ICT or information Communication Technology?

As the world of ICT continues to grow, the industry has focused on several innovation. These inventions
cater to the needs of the people that benefit most out of ICT. Whether it is for business or personal. These trends
are the current font runners in the innovation of ICT.

Trends in ICT

1. Convergence – Technological convergence is the synergy of technological advancement to work on a

similar goal or task. For example. Besides using your personal computer to create word documents you
can now use your smart phone. It can also use cloud technologies to sync files from one device to
another.
2. Social Media – is a website application or online channel that enables web users to create, discuss,
modify, and exchange user- generated content.

Global communication with ICT possesses the ff. characteristic.

1. Interactivity – the capability of the system to talk back or respond immediately between people in active or
passive conversation which can reach many individual simultaneously.
2. De- massification – the ability to transmit personalized messages to selected individuals from a large
audience or network.
3. A synchronicity – the sending and receiving of messages at a time convenient to both the sender and the
receiver without the presence of both participants.

How Globalization works

1. In simple terms, Globalization is the process by which people and goods move easily across barriers.
Principally it’s an economic concept- the integration of markers, trade and investment with few barriers
to slow the flow of producers and service between nations. There is also a cultural element, as ideas and
traditions are traded and assimilated.
 2. Globalization has brought many benefits to many people. But not to everyone.
Example: The first Starbucks outlet opened its doors in 1971 in the city of Seattle. Today, it has 15,000
stores in 50 countries. These days you can find the Starbuck anywhere, ether Australia, Cambodia,
Chilli, or Dubai. It’s what you might call a truly Globalization company.(positive)
As a multinational company, Starbucks was able to use complex accounting rules that enabled it to have
profit earned in one country taxed another. Because the latter country had a lower taxed rate, Starbucks
benefited, ultimately, the British public missed out, as the government was raising less tax to spend on
improving their well-being.

How does Globalization happen?

We might think of globalization as a relatively new phenomenon, but it’s been around for centuries.
Example; The Silk Road, when trade spread rapidly between China and Europe via an overland route.
Merchant carried goods for trade back in forth, trading silk as well as gems and spices and, of course ,
coffee.( in ,Fact ,the habit of drinking coffee in a social setting originates from Turkish customs, an
example how globalization can spread culture across borders.

What drives Globalization?

Globalization has speeded, up enormously over the last haft-century, thanks to the great leaps in
technology.
Example: The internet has revolutionized connectivity and communication, and helped people share
their ideas much more widely, just as the invention of the printing press, did it in the 15 th century. The
advent of email made communication faster than ever.

What’s good about Globalization?

Globalization has led to many millions of people lifted out of poverty.

For example; when a company like Starbucks buy coffee from farmers of Rwanda, it is providing a
livelihood and the benefit to the community as a whole, A multinational company presence’s overseas
contribute to those local economies because the company will invest in local resources, products and
services. Socially responsible corporations may even invest in medical and educational facilities.

What’s bad about Globalization?

While some areas have flourished, others have floundered as jobs and commerce move elsewhere, Steel
companies, in the UK, for example once thrived, providing work for hundreds of thousands of people.
But when china began producing cheaper steel, steel plants in UK down and thousands of job were lost.

Every step forward in technology brings with it new dangers, Computers have vastly improved our
lives, but cyber criminals steal millions of pounds a year. Global wealth has skyrocketed, but so has
global warming.

Activity: Using your cell phone, Watch a YouTube video entitled from Stone Age to Tech Aged: The big idea
that shaped history by Dew Chemical Company. Afterwards, answer the following questions.
1. Before the birth of global communication what were the early forms of communication used by man?
 ____________________________________________________________________________________
_______________________________________________________________________.
2. Name some personalities who contributed to the early development of the field of communication.
____________________________________________________________________________________
_____________________________________________________.

3. .In the video, what is the Stone Age and how it is different from the tech Age?
____________________________________________________________________________________
____________________________________________________________________________________
_________________________.

4. What are the new tools of communication that contribute immensely to global communication?
____________________________________________________________________________________
____________________________________________________________________________________
________________________________________________
B. In pairs, make a collage, a poster, or a slogan about the impact of globalization on communication. Then, on
the space provided below, explain your work in one or two paragraph.
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
____________________________________________________________.

Module 4.SOCIAL MEDIA AND ITS APPLICATION

At the end of the module, the students are expected to:

 Identify social media applications, their uses, and functions in global communication.

Values Integration: What you post online speaks VOLUME about who you really are. POST with intention.
REPOST with caution.” 
― Germany Kent

Activity: Activity: Present to the class the different cartoons that show the use of technology today. In group
discuss the following questions.
1. What ideas about technology do the cartoons present?
2. Do these cartoons present positive or negative ideas about technology?
Be ready to present your discussion in the class.
Social Media

Refers to the web-based and mobile communication applications that let people interact with each other
and build network (Michael Haenlein,2010)
Social media are interactive computer-mediated technologies that facilitate the creation and sharing of
information, ideas, career interests and other forms of expression via virtual communities and networks.
(Wikipedia)
Takes on different forms including online magazine, Internet forums, weblogs, social blogs, products,
photographs, videos, ratings, and social bookmarking.
The rise of social media is a key phenomenon which served as a tool in achieving global communication.

Classification scheme for the different type of social media:

1. Collaborative project (Wikipedia),blog and micro-blogs(twitter)

2. Content communities (YouTube)
3. Social networking site (Facebook)
4. Virtual game world (World of war craft)
5. Virtual social world (Second –Life)
6. Picture sharing, vlogs, wall posting, email, instant messaging, music sharing, crowd sourcing, and voice over.

USES OF SOCIAL MEDIA (7c’s)

1. Communicating- conveying of information as the main function of social media.

2. Cause-support- can help solve societal problems through and raise awareness regarding crusades like
messages, or support group aimed to help calamity victims.
Provide voice for the voiceless.
3. Competitive-
4. Communication research- it is a venue for online or internet based research.
5. Connecting others- it matches people together based on their similar interest.
6. Client service – a place where people can market goods or even file complain against companies.
7. Community service – creates a sense of community by connecting others, by using shared interest.

THE HONEYCOMB OF SOCIAL MEDIA

According to Kietzman et al (2011),social media has seven function: identity, conversation, sharing
,presence, relationships, reputation and groups. The honey comb framework shows each function as an
important building block of communication. The following are the seven functions.

1. IDENTITY- (the extent to which users reveal themselves)

- the personal information is revealed such as age, status, gender; but sharing too much personal
information may lead to certain risks.
2. CONVERSATIONS- (the extent to which users communicate with each other.)
- amount of information exchanged which can have various purposes and to build self-esteem or
to keep updated with new ideas or trending topics such as environmental problems, economic issues, social or
political conflict.
3. SHARING- the extent to which users exchange, distribute, and receive content.
. PRESENCE- the awareness of the presence of individuals in the network as they appear active in
communication as social media users who can be from anywhere, whether active or latent application in the
virtual or real world.( the extent to which users know if others are available.)
5. RELATIONSHIPS- how people in social media relate and connect another as friends, relatives, or
schoolmates, or even as strangers.
6. REPUTATION- the level of trust among people in social media as they project themselves and their self-
image in a virtual space, therefore the users must know how to evaluate the credibility of other social media
users.
7. GROUPS- the formed communities whose members belong to a certain aggrupation with common beliefs
and interest , hence , agenda and membership are required in the interaction.

PROPER USED OF SOCIAL MEDIA.

Users must be aware of proper decorum in online interaction to foster harmony in the use of the powerful
web tools. Some rules in using social media to prevent intrusion of putting others in harm’s way.
(deschene,2011)
1. Know your intention- think before you click. Always be careful in giving attention, approval, criticism,
opinion or personal information.
2. Be at your authentic self- develop a good sense of self when posting or sharing. Be authentic and
communicate from the hearth by truthfully talking about the things that really matters.
3. If you tweet, be kind- post your thoughts without harming others. Message in social media must be
assessed before posted or share.
4. Be active not reactive- when receiving update or any types of alerts in social media accounts whether a
respond is needed at all.
5. Practice letting go – you do not need to catch up on the latest updates every single minute.
6. Enjoy social media – use social media with a purpose. There are no hard-and-fast rules. Follow your
own instinct and have fun with it. Be mindful of what technology can do.

SOCIAL MEDIA COMPARED TO OTHER MEDIA

Social media as a modern means of transactions possesses characteristic far different from other
forms of industrial media like mass media, and further channels of communication. While social media
makes use of platforms such as blogs, vlogs, Facebook and YouTube, traditional media formats are
comprised TV, radio, brochures, tarpaulins, and emails. Social media are useful in many personal and
professional situations with two main advantages;

1. Virality – the blend of technology and social interaction to achieve a wide reach ia sharing and re-
sharing content in social media.
2. Accessibility – an experience of uploading and downloading information and objects from social
media by anyone. And the capacity to reach the users whether as small or large audiences.
The key differences between social media and other forms of industrial media ae listed in tha following table.
(Nigel,Jones,Hodges,20120)
Criteria of comparison Social Media Other media

Quality High variance of quality from Mediated by the medium like

very high to low or abusive quality control in publishing.
Reach More decentralized with Centralized framework for
multiple points media infrastructure
Frequency No determined frequency in Programmed frequency like a
using social platforms TV program or news
production
Access
Generally available to public Means of production are
at little or no cost typically government or
corporate ownership
Usability Modest skills; anyone can
operate tools of social media Requires specialized skills and
training

Immediacy Virtually ,High Speed

Long time lag between media
and messages
Permanence Can be altered immediately by Cannot be altered once created
comments and editing

Traditional media can be expensive especially with the cost of airtime and space exacted in mass media
production. In contrast most social media platforms are completely free to use., the only cost is the time spent
on updating profiles and interacting with contacts. Accessibility through the free use is one of the initial benefits
of social media. Social media promotes and distribute promotional materials such as articles, videos and audios
at least cost compared to what appears in the press.
Social media contents can be easily revised, updated, altered, or supplemented unlike the TV and
radio Amazingly, social media information can be posted in seconds, Devices make it possible for anyone to
access social media applications immediately and ensure that his or her knowledge on current events is always
up to date. Social media statistics are immediately measurable, whereas traditional media figures often need to
be monitored over a long period of time. With social media, users can access messages, gauge user responses,
and tweak messages accordingly. There actions can be done through the ever-growing number of free and easy
to use social media measurement tools. Although millions are joining the bandwagon of social media, others are
still a bit cautious of completely breaking away from traditional media and embracing social media. A very
timely issue that is currently confronting social media is the emergence of fake news stories which are easily
posted even without proper verification.
Another breakthrough that has offered a variety of opportunities for social media communication is the
invention of mobile gadgets. The devices can be adjusted based on aspects of location and time. Mobile social
media applications offer data in two forms- Today, almost half of smartphone owners provides a social network
sites daily through their mobile applications. The rapid rise of mobile devices provides a symbiotic relationship
with social media among mobile consumers.
Allowing social media usage inside the classroom has been a controversial topic for the last years. Many
parents and educators are fearful of the repercussions of having social media in the classroom (Kist, 2012), yet it
also has benefits. While, social media may allow students to manage their own privacy settings, the level of
informality in Facebook can aid students in their self-expression and encourage more frequent and student-
student interaction.
Twitter like Facebook, also promotes social connections among students. It can be used to enhance self-
expression, critical thinking, and extend classroom discussions. Students reportedly use Twitter to connect with
other student regarding lesson content. Finally, YouTube as the most frequently used social media tool in the
classroom can help the students, answer questions, and discuss content through watching videos. Additionally,
students can also create videos to share with others which also increases participation, personalization
(customization), and productivity YouTube, by improving students’ digital skills and providing opportunity for
peer learning and problem solving keeps students’ attention, generates interest in the subject, clarifies course
content, and enables them to recall information and visualize real-world applications of course concepts.

ASSESSMENT:

Identify which of the 7c’s below is best exemplified in the given social media communication situation.
a.. communicating b. cause-support c. completion d. communication research
e. connecting others f. client service g. community service

1. Blood donation activity through Facebook.

2. An owner of a slightly used car looking for any potential buyer at Sulit.com
3. Second hand clothes of celebrities being auctioned in twitter.
4. A call to stop showing crush videos on the internet.
5. Conveying information on global warming and greenhouse effect.
6. A group of debaters started a chat on Facebook to discuss social issues.
7. Obtaining data to find out the effectiveness of social media marketing for a liquor advertised in the
web.
8. Search for outstanding writers of the year 2019 sponsored by news publishing company.

B. Using your Facebook account, make a sample of advertisement and post it in your account.
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
____________________________________________________.
UNIT 3: COMMUNICATION IN MULTI-CULTURAL SETTING

Module 5.CULTURE IN MULTI-CULTURAL SETTING

A community is composed of people, occupying a territory and bounded by common interest and beliefs.
Communication becomes vital, From the local community to global ones, the function of communication
become expansive and formidable. It is worth mentioning that some communities have distinct characteristic
governed by their own belief, thoughts, and practices.

INTENDED LEARNING OUTCOME (ILO)

At the end of the module the students are expected to:
 Distinguished the general categories of culture as useful guide in human interaction
 Recommend action in achieving effective intercultural competence.
Values integration: Communication is a life line of two souls, and a bridge that connects two hearts beyond own
territory.

Group Activity
Divide the class into five groups that will portray four regions of culture.
1. American culture
2. Asian culture
3. Arabian culture
4. European culture
5. Latin culture

CONTENT:

Culture is derived from the Latin word cultus which means care – a care and attention provided to
human person as he grows into a mature person. According to Allan G. Johnson, culture is the sum of the
symbols, ideas, forms of experience, and material products associated with social system.
 Culture is a dynamic medium through which societies create a collective way of life reflected in such
things as belief, values, music, literary arts, dance, science, religion, ritual, technology and others. It is a social
heritage of a society which is transmitted from one generation to another through language.
Culture is a very powerful force that affects or influences the lives and moral of the members of the
society. Culture shapes and guards people’s perception of reality, determines the food they eat, the music they
listen, the game they play. It shapes their understanding of good and evil, love and hate, health and sickness, life
and death.in short the individual culture become evident by his clothing, food, belief, mannerisms, morals do,
and how he should do things and how he should relate to other people. It is culture that makes man different
from other places.

General categories of culture:

1. Tangibles-refers to the physical objects or artefact’s created and shared by a society, materials.
Ex: attire, food, cuisine, physical objects valuable in a cultures way of life.
2. Intangibles (non-materials)-the non-physical thought and ideas that makes up a culture.
3. Ex: rituals, language customs morals, ethics belief and other thoughts and ideas inherent to a culture.

DIMENSIONS OF CULTURAL DIFFERENCES

1. Identity/individualism vs collectivism – refers to personal wants or needs or the social harmony of the
group in which the individual belong.
Example: (individualism) Sense of independence of American youth. Once they turn 18 years old they
are ready to live on their own. On the other hand, collectivism is shown in by the Filipino version of
extended family ties.
3. Equality vs. power distance- refers to the sense of equality vs status and position.
4. Example: Japanese people or business practice equality by giving rid of tables which denote position in
the work place as compared with Filipino managements giving importance to status by proving a cubicle
for the manager as distinguished from the staff.
5. 3. Uncertainty Avoidance vs tolerance – refers to the goal of either reducing risk and problem or
tolerating some mistakes in a given culture.
6. Example: The German people are whose rigid culture does not allow uncertainty or problem. Meanwhile
in the Arab culture, uncertainties are allowed to happen and can be met with spontaneity and flexibility.
Arab believes that From Allah we have come, and to Allah we will return.
7. 4. Masculinity vs. Femininity – giving much value to things associated with men, or women. A bias of
culture states that the masculine is achievement –oriented while the feminine world is care- oriented.
8. Example: Chinese and Arab cultures give importance and priority to a male son who will inherit and
continue the family business.in contrast in the Filipino culture, the woman is considered the light of the
home, providing care to the family member.
9. 5. Short term vs. Long term orientation – refers to culture that bring immediate benefits or advantage in
the long run.
Example: Filipino notion of one day millionaire…and Chinese idea of every centavo counts.

CULTURE AND COMMUNICATION

The term "culture" refers to the complex collection of knowledge, folklore, language, rules, rituals,
habits, lifestyles, attitudes, beliefs, and customs that link and give a common identity to a particular group of
people at a specific point in time.
 All social units develop a culture. Even in two-person relationships, a culture develops over time. In
friendship and romantic relationships, for example, partners develop their own history, shared experiences,
language patterns, rituals, habits, and customs that give that relationship a special character—a character that
differentiates it in various ways from other relationships. Examples might include special dates, places, songs,
or events that come to have a unique and important symbolic meaning for two individuals.

Groups also develop cultures, composed of the collection of rules, rituals, customs, and other
characteristics that give an identity to the social unit. Where a group traditionally meets, whether meetings begin
on time or not, what topics are discussed, how decisions are made, and how the group socializes are all elements
of what, over time, become defining and differentiating elements of its culture.
Organizations also have cultures, often apparent in particular patterns of dress, layout of workspaces,
meeting styles and functions, ways of thinking about and talking about the nature and directions of the
organization, leadership styles, and so on.
The most rich and complex cultures are those that are associated with a society or a nation, and the term
"culture" is most commonly used to refer to these characteristics, including language and language-usage
patterns, rituals, rules, and customs. A societal or national culture also includes such elements as significant
historical events and characters, philosophies of government, social customs, family practices, religion,
economic philosophies and practices, belief and value systems, and concepts and systems of law.
Thus, any social unit—whether a relationship, group, organization, or society—develops a culture over
time. While the defining characteristics—or combination of characteristics—of each culture are unique, all
cultures share certain common functions. Three such functions that are particularly important from a
communication perspective are (1) linking individuals to one another, (2) providing the basis for a common
identity, and (3) creating a context for interaction and negotiation among members.
The Relationship between Communication and Culture
The relationship between communication and culture is a very complex and intimate one. First, cultures
are created through communication; that is, communication is the means of human interaction through which
cultural characteristics— whether customs, roles, rules, rituals, laws, or other patterns—are created and shared.
It is not so much that individuals set out to create a culture when they interact in relationships, groups,
organizations, or societies, but rather that cultures are a natural by-product of social interaction. In a sense,
cultures are the "residue" of social communication. Without communication and communication media, it
would be impossible to preserve and pass along cultural characteristics from one place and time to another. One
can say, therefore, that culture is created, shaped, transmitted, and learned through communication. The reverse
is also the case; that is, communication practices are largely created, shaped, and transmitted by culture.
To understand the implications of this communication-culture relationship, it is necessary to think in
terms of on-going communication processes rather than a single communication event. For example, when a
three-person group first meets, the members bring with them individual thought and behavioural patterns from
previous communication experiences and from other cultures of which they are, or have been, a part. As
individuals start to engage in communication with the other members of this new group, they begin to create a
set of shared experiences and ways of talking about them. If the group continues to interact, a set of
distinguishing history, patterns, customs, and rituals will evolve. Some of these cultural characteristics would be
quite obvious and tangible, such that a new person joining the group would encounter ongoing cultural "rules"
to which they would learn to conform through communication. New members would in turn influence the group
culture in small, and sometimes large, ways as they become a part of it. In a reciprocal fashion, this reshaped
culture shapes the communication practices of current and future group members. This is true with any culture;
communication shapes culture, and culture shapes communication.

Characteristics of Culture
Cultures are complex and multifaceted. As is apparent from the above discussions, cultures are complex
"structures" that consist of a wide array of characteristics. The cultures of relationships or groups are relatively
simple compared to those of organizations and, especially, societies. Edward Hall (1959, 1979) is one of the
most significant contributors to the general understanding of the complexity of culture and the importance of
communication to understanding and dealing with cultural differences at the societal level.
Cultures are subjective. There is a tendency to assume that the elements of one's own cultures are logical
and make good sense. It follows that if other cultures—whether of relationships, groups, organizations, or
societies—look different; those differences are often considered to be negative, illogical, and sometimes
nonsensical. If, for example, an individual happens to be in a romantic relationship that is characterized by
public displays of affection, that person might think that the behaviours of other people who have more reserved
relational cultures may seem strange, even inappropriate. The person might wonder why a romantic couple
would not be more open in displaying affection to one another in public. The individual might even be tempted
to conclude that the "reserved" relationship lacks depth and intensity. This phenomenon is true in a variety of
situations. People who are used to informal meetings of a group might think that adherence to formal meeting
rules is strange and stilted. Employees in an organization where suits are worn every day may react with
cynicism and questioning when they enter an organization where casual attire is standard practice. Someone
from a culture that permits one man to have only one wife may find it quite inappropriate that another culture
allows one man to have multiple wives. With regard to culture, the tendency for many people is to equate
"different" with "wrong," even though all cultural elements come about through essentially identical
communication processes.
Cultures change over time. In fact, cultures are ever changing—though the change is sometimes very
slow and imperceptible. Many forces influence cultural change. As indicated above, cultures are created through
communication, and it is also through communication between individuals that cultures change over time. Each
person involved in a communication encounter brings the sum of his or her own experiences from other (past or
present) culture memberships. In one sense, any encounter between individuals in new relationships, groups,
organizations, or societies is an intercultural communication event, and these varying cultural encounters
influence the individual and the cultures over time. Travel and communication technologies greatly accelerate
the movement of messages from one cultural context to another, and in small and large ways, cultures come to
influence one another through communication. Phrases such as "melting pot," "world community," and "global
village" speak to the inevitability of intercultural influence and change.
Cultures are largely invisible. Much of what characterizes cultures of relationships, groups,
organizations, or societies is invisible to its members, much as the air is invisible to those who breathe it.
Language, of course, is visible, as are greeting conventions, special symbols, places, and spaces. However, the
special and defining meanings that these symbols, greetings, places, and spaces have for individuals in a culture
are far less visible. For example, one can observe individuals kissing when they greet, but unless one has a good
deal more cultural knowledge, it is difficult to determine what the behaviour means in the context of the culture
of their relationship, group, organization, or society. In other words, it is difficult to tell, without more cultural
knowledge, if the kiss is a customary greeting among casual acquaintances or if such a greeting would be
reserved for family members or lovers. As another example, beefsteak is thought of as an excellent food in some
cultures. However, if one were a vegetarian or a member of a culture where the cow is sacred, that same steak
would have an entirely different cultural meaning.

Glimpses of Culture
For the reasons noted above, opportunities to "see" culture and the dynamic relationship that exists
between culture and communication are few. Two such opportunities do occur when there are violations of
cultural conventions or when there is cross-cultural contact.
When someone violates an accepted cultural convention, ritual, or custom—for example, by speaking in
a foreign language, standing closer than usual while conversing, or discussing topics that are typically not
discussed openly—the other members of the culture become aware that something inappropriate is occurring.
When "normal" cultural practices are occurring, members of the culture think little of it, but when violations
occur, the members are reminded—if only momentarily—of the pervasive role that culture has on daily life.
 When visiting other groups, organizations, and, especially, other societies, people are often confronted
by—and therefore become aware of— different customs, rituals, and conventions. These situations often are
associated with some awkwardness, as the people strive to understand and sometimes to adapt to the
characteristics of the new culture. In these circumstances, again, one gains a glimpse of "culture" and the
processes by which people create and adapt to culture.

The Role of Technology and Media

All institutions within society facilitate communication, and in that way, they all contribute to the
creation, spread, and evolution of culture. However, communication media such as television, film, radio,
newspapers, compact discs, magazines, computers, and the Internet play a particularly important role. Because
media extend human capacities for creating, duplicating, transmitting, and storing messages, they also extend
and amplify culture-building activities. By means of such communication technology, messages are transmitted
across time and space, stored, and later retrieved and used. Television programs, films, websites, video games,
and compact discs are created through human activity—and therefore reflect and further extend the cultural
perspectives of their creators. They come to take on a life of their own, quite distinct and separate from their
creators, as they are transmitted and shared around the increasingly global community.

Issues and Areas of Study

Understanding the nature of culture in relationship to communication is helpful in a number of ways.
First, it helps to explain the origin of differences between the practices, beliefs, values, and customs of various
groups and societies, and it provides a reminder of the communication process by which these differences came
into being. This knowledge can and should heighten people's tolerance for cultural differences. Second, it helps
to explain the process that individuals go through in adapting to new relationships, groups, organizations, and
societies and the cultures of each. Third, it underscores the importance of communication as a bridge between
cultures and as a force behind cultural change.
A number of questions also concern researchers and policymakers in this area. As communication
increases between individuals, groups, and countries, does this mean that cultural differences and traditions will
inevitably erode altogether? Will the cultures of individuals from groups, organizations, and societies that have
great access to and control of communication media overpower those in cultures that have fewer resources and
less access and control? Can knowledge be used to help individuals more comfortably and effectively adapt to
new relationships, groups, organizations, and societies? The importance of these issues makes this area an
important one for continued examination by scholars and practitioners.

ASSESSMENT:

THE GUN CULTURE

In Switzerland, culture of gun ownership is deeply rooted to the patriotic duty and national identity of the Swiss
people, Guns are keep at home in case of invasion of an enemy because every Swiss man was armed and trained
to shoot.
Can the gun culture be adapted to the Philippines? Why?
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
________________________________________________________.

Module 2.NON-VERBAL AND INTERCULTURAL COMMUNICATION

Non-verbal communication can bridge the gaps in intercultural communication. When there is
indifference and one culture is perceived superior to the other, wrong judgement may occur. On verbal gestures
can help in solving problem by providing another way of letting people from other culture to connect
In non-verbal communication, intentions for sending and receiving messages or cues, during the
interaction are classified or regulation.
Intended Learning Outcome (ILO)
At the end of the module, the students are expected to:
 Recommend action in achieving effective intercultural competence.
 Identify the different non-verbal communication

Value Integration: You have to maintain a culture of transformation and stay true to your values” — Jeff Weiner

Activity:
CONTENT:
INTERCULTURAL- is something that occurs between people of different cultures including different
religious groups or people of different national origins.
INTERCULTURAL COMMUNICATION (or cross-cultural communication) is a discipline that
studies communication across different cultures and social groups, or how culture affects communication. It
describes the wide range of communication processes and problems that naturally appear within an organization
or social context made up of individuals from different religious, social, ethnic, and educational backgrounds. In
this sense it seeks to understand how people from different countries and cultures act, communicate
and perceive the world around them. Many people in intercultural business communication argue that culture
determines how individuals encode messages, what medium they choose for transmitting them, and the way
messages are interpreted.[1] 
With regard to intercultural communication proper, it studies situations where people from different culture al
backgrounds interact. Aside from language, intercultural communication focuses on social attributes, thought
patterns, and the cultures of different groups of people. It also involves understanding the different cultures,
languages and customs of people from other countries. Intercultural communication plays a role in social
sciences such as anthropology, cultural studies, linguistics, psychology and communication studies. Intercultural
communication is also referred to as the base for international businesses. Several cross-cultural service
providers assist with the development of intercultural communication skills. Research is a major part of the
development of intercultural communication skills.[2][3]
Identity and culture are also studied within the discipline of communication to analyse how globalization
influences ways of thinking, beliefs, values, and identity, within and between cultural environments.
Intercultural communication scholars approach theory with a dynamic outlook and do not believe culture can be
measured nor that cultures share universal attributes. Scholars acknowledge that culture and communication
shift along with societal changes and theories should consider the constant shifting and nuances of society.
The study of intercultural communication requires intercultural understanding, which is an ability to
understand and value cultural differences. Language is an example of an important cultural component that is
linked to intercultural understanding.[4] Intercultural communication is in a way the 'interaction with speakers of
other languages on equal terms and respecting their identities'.[5]

THE GOAL OF INTERCULTURAL COMMUNICATION

The ultimate goal of intercultural learning is to transform our awareness, attitudes, and knowledge
into competence, and to develop flexibility and adaptability in intercultural communication.

DISTINCT PURPOSE OF INTERCULTURAL COMMUNICATION

1. CULTURE SPECIFIC – focus on the identifying the communication behaviours and findings out what
is yet unknown in a country’s culture.
- Culture Specific knowledge refers to particular characteristics that belong generally to members of a
certain culture (though not necessarily to every individual within that culture!) For example, compare the
various ways human beings greet one another – a handshake, a wave, a hug, a bow, a kiss on the cheek,
or both cheeks – many of these are characteristic of specific cultures. If we understand, for example, the
appropriate way of greeting someone from a different cultural group, this is "culture specific knowledge"
of that group.
 2. Culture General - Knowledge is concerned with dimensions or frameworks that can be used to describe
and compare all cultures – a few identifiable dimensions are how cultures communicate, or show
emotion, or relate to time. For example, for some cultures it is very important that schedules are
followed closely, for others time is quite flexible, and schedules are not very important; understanding
that different groups may relate to time differently is cultural general knowledge. Many more
dimensions of culture have been identified by those who study culture –
--- seeks to understand common features across different cultures. For example the self-conscious
identity of Filipinos and Mexican can be explained by their history of being colonized by Spain for
centuries.

3. INTERCULTURAL INTERACTION –combination of culture –specific and culture general, in

integrating two various groups of different cultures. Ex: Chinese -Filipino tradition.
NON-VERBAL AND INTERCULTURAL COMMUNICATION

Non-verbal communication can bridge the gap in intercultural communication. When there is cultural
indifferences and one culture is perceived superior to the other, wrong judgement may occur.

CLASSIFICATION OF NON-VERBAL COMMUNICATION

1. Reinforcement – the support of verbal image with non-verbal.

Example: when saying I am good…a thumbs up sign may back it up.
2. Substitution – replacement of the spoken image by non-verbal action.
Example: instead of saying hi… one might wave a hand on someone.
3. Contradiction – conflict between and non-verbal actions and verbal message. Example: for instance when one
says yes…his going to the party but his eyes is rolling or looking down, it could actually mean no.
4. Accentuation – non-verbal message intensifying the verbal message. Example if someone speaks louder with
fierce eyes in saying get out!( intense communication is emphasized.)
5. Regulation – helping regulate conversation by sending the cue when one will stop speaking or signalling.
Example: the used of hand gestures.

Example of non-verbal communication:

Haptic communication is a branch of nonverbal communication that refers to the ways in which

people and animals communicate and interact via the sense of touch. Touch or haptic, from the ancient Greek
word haptikos is extremely important for communication; it is vital for survival.
1. Hand shake – is a form of haptic communication which let people communicate through the sense of touch. it
is considered a proper etiquette when people are introduced to other people for the first time.
In Islamic country handshake is discourage for men and women as the latter are considered chaste and
should not be touched. In Russia, it is rarely performed between opposite sexes as hand kissing is preferred
when greeting a lady.

1. OCULESICS (Haptic communication) – focuses on eye movement to convey message. In Asian culture
eye contact shows trust between two people talking and sharing of ideas. However in Nigeria, it is
disrespectful to look at the persons in the eye.
2. PROXEMICS – speaks of how people use space in the process of communication. In Arab culture,
women should walk a few meters away from men unless they are related to each other. It shows high
regards to their purity and chastity which is part of the Islam tradition.
 In dealing non-verbal communication… Cultural awareness is needed to promote understanding and to be
able to interpret even non-verbal gestures.

BARRIERS IN COMMUNICATION**

1. Assumption of Similarities – some people think that human are all alike, disregarding of the fact
that different people have different values, belief, and traditions. The solution to treat the diverse
culture is by means of non-judgmental attitude.
2. Language differences – understanding the language without referring to the connotation and
context is the challenge in inter cultural communication.
3. Non-verbal misinterpretation – understanding and developing coping mechanism are necessary
to understand different non-verbal styles in intercultural communication.
_ different cultures can exhibit various non-verbal patterns such as gestures,
postures, and other body movements.
 4. Pre-conceptions and stereotypes – when one culture is over generalized, stereotypes arise. In
some instance people judge other people based on stereotypical racial judgements. To solve this
problem…culture should be viewed objectively considering the complexity of intercultural
situations.
5. Tendency to evaluate – similar to being judgemental in making statements regarding someone
else actions.
6. High Anxiety – feeling of stress and tension affect how people behaved

TOWARDS EFFECTIVE INTERCULTURAL COMMUNICATION*

1. Do not use slang and idiomatic expressions. Use only simple words with specific denotative
meanings.
2. When in doubt, listen carefully and confirm what was stated especially if the communication has a
specific accent or way of pronunciation.
3. Watch for any changes in the body language.
4. Remember that accent and intonation pattern depend from language to language.
5. Investigate and read some literature on other culture including their perceptions on another culture.
To equip yourself in intercultural communication.

Successful communication means an effective transfer of message or meaning during an intercultural

encounter.

TEN COMMANDMENTS OF INTERCULTURAL COMMUNICATION

1. Be aware of differing social values.

2. Be aware of differing status symbols, and how to demonstrate them.
3. be aware of decision making costumes, not all people like to make decision quickly and efficiently.
4. Be aware of concepts of time, not all people see time as money.
5. Be aware of personal space, people from different cultures have different comfort zone.
6. Be aware of cultural context, people from certain culture (high context culture) rely less on verbal
communication and more on the context of verbal communication.
7. Be aware of body language, learn the basic supplement in the way the people supplement their words
with body language.
 8. Be aware of different etiquette, rules, or manners, what is polite in other culture maybe rude in the
other.
9. Be aware of legal and ethical behaviour.
10. Be aware of Language barrier; English is the most prevalent language in international business, but it
is a mistake to assume that everyone knows it.

Ten commandments of Intercultural Communication have been develop by martin Hann,(2005) as rules
to foster effective intercultural communication.

ASSESSMENT:
WOMAN AT WORK
Japanese woman are matrilineal prior to 15th century AD, However Confucianism, Buddhism ,and
Samurai Feudalism all discriminated woman by saying “ A woman should obey his father as daughter, her
husband as wife and her son as aged mother” No salvation for a woman “ and A woman should look upon her
husband as if he were heaven itself.
Are these statements still applicable to how women all around the world live today?
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