Module 1

Topics:
- Communication Processes, Principles and Ethics
- Local and Global Communication in Multi-Cultural Settings

I. Learning Outcomes

III. INTRODUCTION

People define communication influences how they think and behave toward other
people. There are certain properties of communication upon which linguists and experts
agree describe its nature.

Local and international businesses nowadays believe that the schools should help
students to think more globally. Cultural awareness and understanding global issues are
particularly valued and are as equal important as learning a foreign language nowadays.

Language is one of the best gifts that the Creator blessed the humans with. Because
of this, humans became capable of communicating their thoughts and feelings and also
enabled them to gain and give meanings from whatever they perceive in their environment.
Communication, perhaps, is one of the key elements to the successes of the humankind as
revealed throughout their existence. If the first humans were not capable of this, the
survival of the race could have been impossible, and that people could have not reached
their situation today. With this, one can say that there is great power in communication,
and can claim that whoever is capable and has profound understanding of its nature,
processes, and elements holds this immense power. Therefore it is crucial that humans
learn how to become responsible communicators, as the results of their communications
may be life changing. In this age when the world has seemed to become smaller because of
the ease of communication which happens instantaneously due to the modern
technologies, the value of RESPECT in communication is very relevant more than ever.

IV. BODY

Communication Processes, Principles and Ethics

Communication

The human communication as described by Lim, J.M.A et al. (2019) in their course
module on Purposive Communication is a dynamic, symbolic and interactive culture-bound
process of exchange of messages, and that this act influences how they think and behave
towards one another. Its importance to people as social beings was highlighted when they
defined it as the heart of human relationships.

The term ‘Communication’ is derived from the Latin word ‘communis’ which means
common. Thus, information common to a person should be communicated to him. Literally,
communication means to inform, to tell, to show or to spread information. Individuals
define communication in many ways. These definitions imply that the way people define
communication influences how they think and behave towards other people.
Communication is an integral part of human existence. It is the core of human relationships
(Madrunio & Martin, 2018).

Ethics of Communication

According to Madrunio & Martin (2018), communication ethics emphasizes that

morals influence the behavior of an individual, group, or organization thereby affecting
their communication.

Be guided by the following to achieve ethical communication:

1. Establish an effective value system that will pave the way for the development of
your integrity as a person. One’s behavior and decision-making style affect, in turn,
the operations of an organization.
2. Provide complete and accurate information. Whether it is needed or not, the data
you provide should always be contextualized and correct.
3. Disclose vital information adequately and appropriately. Never conceal or hide
information that are necessary for purposes of transparency.

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

Communication Process

For a more concrete appreciation of the communication process, here are some the
models of communication.

1. Aristotle’s Communication Model

 Speaker Speech Audience

Madrunio, M.R. and Martin, I.P. (2018). Purposive Communication Using English in Multilingual Context. C & E Publishing,
Inc.

This model was referred to as the Linear Model of Communication by Dapat, J.R.O., et
al. (2016), and presented in a diagram as:

MESSAGE

Dapat, J.R.O., et al. (2016). Oral Communication in Focus for Senior High School. Lorimar Publishing, Inc.

This model presents three important elements in communication: the speaker

(sender), speech (message), and audience (receiver). According to Madrunio and Martin
(2018), this model gives emphasis on the importance of the speaker, as without the
speaker speech will not be produced. Dapat, J.R.O, et al. (2016) described this as a
unidirectional model which reflects a simple communication act. They further stated that
the kind of communication act illustrated here involves persuasion rather than mutual
understanding, and that this communication act values psychological effects over social
effects.

2. Laswell’s Communication Model

Santos, B. Jr., et al. (2016). Basic Principles and Practices of Effective Oral Communication. The Inteligente Publishing, Inc.

This model of communication which was designed by Howard Lasswell is also a

linear model just like the Aristotle’s Model of Communication. Here, aside from the three
elements that were presented in the earlier models which include the communicator
(speaker or sender), message (speech), and the receiver (audience), he introduced two
more elements which include the medium and the effect. According to Madrunio and
Martin (2018), this process may be analyzed through the content sent, the medium used,
and on the effect on the receiver of the message.
3. Shannon-Weaver’s Communication Model

Chann

Santos, B. Jr., et al. (2016). Basic Principles and Practices of Effective Oral Communication. The Inteligente Publishing, Inc.

The Shannon-Weaver Communication Model is presented in two manners here.

According to Madrunio and Martin (2018), it was conceptualized for the functioning of
radio and television which served as a model for technical communication. This model as
cited by Santos, B. Jr., et al. (2016), signaled the beginning of Modern Communication
Theory. This model features not the basic elements present in the communication process
but also the reason communication fails with the introduction of the element noise.

4. Schramm’s Communication Model

https://www.researchgate.net/profile/Deniss_Sceulovs/publication/228892252/figure/download/fig1/
AS:669542023983131@1536 642666866/W-Schramm-communication-model.png

Wilbur Schramm as claimed by Santos, B. Jr., et al. (2016), is considered as the

father of the study of communication, and is among the most important world
personalities in communication research. The model presented here is third model and is
just one of the three models of communication which he designed as shown by Ross, R.S.
(1983). Additionally, Santos, B. Jr., et al. (2016), pointed out that the contribution of
Schramm to communication theory is the inclusion of the concept that each person’s
communication is influenced or affected by his or her of field of experience. This is shown
in the figure found below.

https://nmtp04carollim.files.wordpress.com/2009/11/fieldofexperience.gif

5. Berlo’s Communication Model

https://etechmethod.files.wordpress.com/2016/10/online-communication-lesson1-technology-communication-
theoriescommunication-models-the-internet-online-communication-energy-and-frontiers-28-638.jpg

The communication model developed by David Berlo discussed by Madrunio and

Martin (2018), was originally known as the SMCR that is sender, message, channel, and
receiver. Later on, this was modified to include noise. In this model, the source (encoder)
and the receiver (decoder) are shown to be influenced by the same factors in the
communicating.
The second element, the message, is affected by variables like the content, elements,
treatment, structure, and code. The code must not have a mismatch, as further elaborated
by Madrunio and Martin (2018); meaning that the verbal code (language) must be
complemented by an appropriate nonverbal code (gesture or facial expression). Finally, the
third element, channel, refers to the five senses.
Now that you have learned about the important concepts, properties and models of
communication, find out what are the things one should know to be an effective
communicator.

General Principles of Effective Communication

Madrunio and Martin (2018) listed five general principles for effective
communication which requires knowledge in the following: • Purpose • Audience • Topic •
Adjustment to the context of the situation • Processing and addressing feedback

In addition, Santos, B. Jr., et al. (2016) highlighted EMPATHY as an effective

communication skill. They defined empathy as “the ability to understand and to feel the
sentiments, difficulties, triumphs, and pleasures of another human being." They also
highlighted the importance of a “listening ear” and a “receptive mind” as factors in
empathizing. It was also identified that one’s knowledge and awareness of the noises or
barriers in communication is another crucial factor for effective communication. With this,
one will be able to adjust his or her communication style to be better understood. By being
sensitive to how others feel and think, he or she will be able to strategize on how to better
deliver the message that he or she wishes to convey. This is very important because the
communication process is not all about the sender of the message nor the message to be
sent alone. It must be remembered there are at least two people involved in this and that
each of them is affected by many factors such as cultural, physical, relational, and
perceptual and by the other elements involved in the process.

Local and Global Communication in Multi-Cultural Settings

Intercultural Communication

According to Madrunio & Martin (2018), the diversity of people and culture impacts
communication. People interacting with those coming from unfamiliar cultures may have
difficulties in communication. Most people tend to conclude that miscommunication results
from a speaker’s lack of proficiency in a language. What is not realized is the fact that even
with excellent language skills, people may still experience miscommunication.
 Furthermore, they explicated that individuals from different backgrounds and
cultures have distinct differences in communicating with other. They further elaborated
that though English is, most of the time, used as a language of international, there are still
notable disparities in the communication styles across cultures. Even the choice of
communication medium can have cultural overtones.

According to Goman (2011), high-context cultures (Mediterranean, Slav, Central

European, Latin American, African, Arab, Asian, American-Indian) leave much of the
message unspecified, to be understood through context, nonverbal cues, and between-the-
lines interpretation of what is actually said whereas low-context cultures

(most Germanic and English-speaking countries) expect messages to be explicit and

specific. Furthermore, higher-context cultures are highly dependent on nonverbal
communication and the context in which the communication is taking place. In contrast,
low-context cultures are characterized heavily by verbal communication and the
communication tends to be more direct in style.

V. SUMMARY/CONCLUSION

Individuals define communication in varied ways. These definitions imply that the
way people define communication influences how they think and behave toward other
people. Human communication is a dynamic, symbolic and interactive culture-bound
process of exchange of messages.
Communication is the heart of human relationships especially when we observe
proper ethics in delivering the message.
Communication is a tool which humans cannot abandon. In the 21st Century, more
than ever, communication has become a more powerful tool. It is crucial to one’s success in
the digital age. Because of technology, communication became easier, hence collaboration
became more possible that gives the birth to new knowledge and ideas. Today, being
intellectually gifted is no longer enough, especially if one cannot communicate effectively
what he thinks and how he feels. So understanding communication process and principles,
and developing good communication skills will bring one the power and opportunities to
flourish in this age.
As communication is a potent tool, may this be used in bringing something good; of
improving connections instead of division; of harmony instead of discord; of peace and joy
instead of conflict and grief.
Be not just a person who speaks and writes well. Be a good human who
communicates goodness to all.
Module II:

III. INTRODUCTION

Language register is the level of formality with which you communicate. Different
situations and people call for different registers. Moreover, unlike in the past,
communicating with others is usually confined to face-to-face interactions, using a singular
means of communication. The advent of technology though has brought about a far more
complex and diverse ways of communicating and influencing others. Hence, it is important
that you are equipped with the knowledge and skills to efficiently understand and
communicate your ideas, values and cultures across ages, races, religions and regions.
Through being equipped, we will be able to practice sensitivity when communicating
interculturally. Sensitive communication means taking into consideration the beliefs and
practices of others that are different from one person to another. When communicating
with others, we must practice sensitivity all the time.

IV. BODY

Language Registers

David Crystal (2008) defines register as “a variety of language defined according

to its use in social situations e.g. a register of scientific, religious, formal English” (p. 409).
He added, “In Hallidayan linguistics, the term is seen as specifically opposed to varieties of
language defined according to the characteristics of the users. (viz. their regional or class
dialect), and is given a subclassification into field, mode, and manner of discourse” (p.409).
Moreover, Madrunio & Martin (2018) described language register to the formality of
language which one speaks. They further elaborated that different registers are used in
different situation and that language has formal and informal registers defining social
situations. They stated that a state of the nation address (SONA) is classified as a formal
communicative situation since the speech is usually delivered using a highly-polished
language whereas a priest delivering his homily, more often than not, speaks
extemporaneously and uses ordinary language since there is a variety of audiences coming
from different walks of life.
The following is a quick overview of registers based on Joos’ (1967) definitions:

1. Frozen or “static” register – This language is “frozen” in time and form. It never
changes. Examples include Preamble to the Constitution and bible verses.

2. Formal register – This register includes academic languages from speeches, programs,
and announcements, and scientific publishing.
3. Consultative register – This register is formal usually used in the professional settings
such as consulting a medical doctor. The speaker then is likely to address the expert by a
title such as “Dr.”.

4. Casual register – This register is casual in tone. This is commonly used among friends
and peers. When using this register, it includes informal language like slang and
colloquialism.

5. Intimate register – This register is used when having a conversation among close family
members such as spouse, parents, siblings, and/or children.

Communication Modes

Madrunio & Martin (2018) defined communication mode as the channel through
which one expresses his/her communicative intent. A multimodal text, as stated by
Education and Training of Victoria State Government (n.d.), conveys meaning through a
combination of two or more modes, for example, a poster conveys meaning through a
combination of written language, still image, and spatial design. Each mode has its own
specific task and function in the meaning making process, and usually carries only a part of
the message in a multimodal text. In a picture book, the print and the image both contribute
to the overall telling of the story but do so in different ways (Kress, 2010, p. 28).
Images may simply illustrate or expand on the written story, or can be used to tell
different aspects of the story, even contradicting the written words (Guijarro and Sanz,
2009, p. 107).
Effective multimodal authors creatively integrate modes in various configurations to
coherently convey the meaning required, ‘moving the emphasis backwards and forwards
between the various modes' throughout the text (Cope and Kalantzis, 2009. p. 423).
The following overview of how meaning can be composed through different
semiotic resources for each mode (spoken language, written language, visual, audio,
gestural, and spatial) is informed by The New London Group (2000), Cope and Kalantzis,
(2009), Kalantzis, Cope, Chan, and Dalley-Trim (2016), and LumenLearning (n.d.). 
a) Visual Mode – refers to the still images, moving images, characters, symbols, etc.
that people may see. For instance, the “No Smoking” symbol has no alphabetic text and no
sound. Like many signs, it relies for its meaning on visual information. However, we might
be able to say that the sign uses the spatial mode as well, since the cigarette appears behind
the red bar that signals “no” or “not allowed.” So while the visual dominates in signs, even
this composition is not “purely” visual.
 b) Aural Mode - is focused on sound including, but not limited to, music, sound
effects, ambient noises, silence, tone of voice in spoken language, volume of sound,
emphasis, and accent. Examples of an aural mode — one that depends almost exclusively
on sound — might be the recording of a public speech, podcasts which are trendy
nowadays, and audiobooks. This mode is very significant especially to those who have
visual impairment or those who are totally blind.

c) Gestural Mode – refers to how nonverbal cues are interpreted which include
facial expressions, hand gestures, body language, eye movements and gaze, demeanor, gait,
dance, acting, action sequences, and use of rhythm, speed, stillness and angles.

d) Linguistic Mode – refers to written or spoken words. This mode includes choices
of words, phrases and sentences that are organized through linguistic grammar convention
s, register (where language is varied according to context), and genre (knowledge of how a
text type is organized and staged to meet a specific purpose)

e) Spatial Mode – refers to the design and elements of spaces including scale,
proximity, boundaries, direction, layout, and organization of objects in the space. Instances
are the arrangement of chairs and tables in the classroom, a webpage on the screen,
framing of shots in moving images, etc.

Types of multimodal texts

As explained by Education and Training of Victoria State Government (n.d.),

multimodality does not necessarily mean use of technology, and multimodal texts can be
paper-based, live, or digital. 

a) Paper-based multimodal texts include picture books, text books, graphic

novels, comics, and posters.
b) Live multimodal texts, for example, dance, performance, and oral storytelling,
convey meaning through combinations of various modes such as gestural (conveyed
through nonverbal communication), spatial (conveyed through design of spaces), audio
(conveyed through sound), and oral language (conveyed through verbal communication). 
c) Digital multimodal texts include film, animation, slide shows, e-posters, digital
stories, podcasts, and web pages that may include hyperlinks to external pronunciation
guides or translations.
V. SUMMARY/CONCLUSION

Language register has variations and is used in many situations such as in the
formal and informal setting. Furthermore, the meaning of a certain context can be
conveyed through multimodal text such as in the forms of paper-based, live, or digital.
Register and communication modes are vital since the increasing ability to communicate
with almost anyone, anywhere, in real time requires new skills and attitudes in interacting
with people with different cultures, perspectives, world views, and priorities from our own

. INTRODUCTION

Technology can do a wide variety of things, and what it will do in 10 years is

unfathomable. It paved the way in making communication easier, more convenient, and
faster. The rise of social media is a result of technological advancement. Social media is part
of the daily lives of majority of people. However, using this tool of technology has
limitations because we must consider the people around us. With social media’s growing
presence in our daily lives, it is important now more than ever to be aware of what you
post and the repercussions it can have. One post can already reach millions of people
around the globe and potentially influence their thoughts or belief systems. Thus, we must
practice accountability when using communication aids. Accountability does not equate to
perfect censorship but rather to use common sense and self-awareness. Caution will get
you the chance of avoiding posting something that can be insensitive. Social media is
strongly integrated into the majority of the world’s lives and being accountable in using it is
crucial.

IV. BODY

Communication Aids and Strategies Using Tools of Technology

We communicate with each other through technology. Over the years, the
evolvement of technology can be perceived from communicating through handwritten or
computerized messages/letters, short telegrams, and landline telephone to multimedia
messages, video calls, and so on and so forth. With the rapid rise and spread of Internet
connectivity, the old forms of communication have paved the way to new forms that make
communication easier, faster, and more convenient (Madrunio & Martin, 2018).
Read the following news report about the utilization of social media in the
Philippines.
Pinoys top social media users, according to study

By: Miguel R. Camus - Reporter / @miguelrcamusINQ

Philippine Daily Inquirer / 02:19 AM January 25, 2017

Filipinos spend more time on social media sites than anyone else in the world, going online
roughly four hours and 17 minutes a day, according to a report released on Tuesday.

Filipinos spend most of their online time on sites such as Facebook, Snapchat and Twitter,
said the report, called Digital in 2007, and prepared by social media platform Hootsuite and
United Kingdom-based consultancy We Are Social Ltd.

US among bottom half

Brazilians and Argentinians followed closely behind, spending three hours and 43 minutes
and three hours and 32 minutes on social media, respectively, the report said.

The United States, where many of these social media players were founded, is among the
bottom half, with Americans spending an average of just two hours and six seconds per day.
The least active were the Japanese, who log on an average of just 40 minutes daily.

“It’s probably due to the same cultural dynamics that made us the text messaging capital of
the world,” said Ramon Isberto, spokesperson for telecoms giant PLDT and Smart, referring to
mobile phone text messaging in the past decade that is now giving way to internet-based
applications.

“Filipinos like to keep in touch,” Isberto said.

Slowest in Asia-Pacific
The Philippines’ social media usage was in stark contrast to its internet speed. Fixed-
broadband speed here is among the slowest in Asia-Pacific, while mobile connections are
among the fastest, according to the most recent Akamai report.

There appeared to be a relationship between poor fixed-broadband speed and time spent on
social media.

The Philippines, Brazil and Argentina have an average fixed-line broadband speed of 4.2
megabits per second (mbps), 5.5 mbps and 5 mbps, respectively.

The fastest was South Korea, with 26.3 mbps, and its citizens just spend about 1 hour and 11
minutes a day on social media.
Internet use on the rise

According to the report, the Philippines’ internet and social media users grew by over 25
percent, up 13 million and 12 million over last year, respectively.

Mobile was also a fast-growing platform, accounting for 38 percent of all Web traffic in the
country, up almost a third over 2016.

The Philippines, so far, had a social media penetration rate of 58 percent, higher than the
average of 47 percent in Southeast Asia.

Around the world, internet users grew 10 percent, or an additional 354 million people, while
active social media users jumped 21 percent, or an additional 482 million.

Global active netizens using mobile phones and other devices surged 30 percent, or another
581 million people.

Digital connectivity

The total internet penetration rate stood at 50 percent, or 3.77 billion people, the report
showed.

“Half of the world’s population is now online, which is a testament to the speed with which
digital connectivity is helping to improve people’s lives,” said Simon Kemp, a consultant at We
Are Social.

“The increase in internet users in developing economies is particularly encouraging,” Kemp

added.

The report compiles data from the world’s largest studies of online behavior, conducted by
organizations including GlobalWebIndex, GSMA Intelligence, Statista, and Akamai in “a
comprehensive state” of social media reference.

The 2016 report has been downloaded 70,000 times and read 2.5 million times on SlideShare
so far.
 Forms of Discourse

Charles Phillips (n.d). defined the forms of discourse:

Narration Description Exposition

It is story telling. It involves
relating a series of events,
usually in a chronological
order. Thus, a simple
narrative may begin with
"Once upon a time . . . " and
end with "And they lived
happily ever after." The
events narrated may be
fictional (a made up story)
or nonfictional ( the events
really occurred).
It tells what things are like
according to the five senses.
A descriptive essay, or a
descriptive passage in a
story, tells how things look,
sound, feel, taste, and
smell. It may also try to
evoke a mood or
atmosphere, and this is
aided by the use of simile
and metaphor.
It is the kind of writing that
is used to inform. This mode
of writing has several
subtypes such as process
description, analysis,
definition, classification and
division, comparison and
contrast, cause and effect,
and problem and solution.

V. SUMMARY/CONCLUSION

Communication aids and tools help a person to communicate more effectively with
people around them. They allow people to express themselves through technology which
fosters better communication skills. Furthermore, forms of discourse are narration,
description, and exposition. Narration is storytelling; description is telling things according
to the five senses; and exposition is writing to inform.

PPT

What is Communication

The word communication originated from the Latin word "Communis" which means common
Communication is an important aspect of the human behavior and  symbolizes the the ability to
convey opinions, feelings, information, body languages, signs and ideas through words which
may be written or spoken

The human communication as described by Lim et al. (2019) in their course module on
Purposive Communication is a dynamic, symbolic and interactive culture-bound process of
exchange of messages, and that this act influences how they think and behave towards one
another

Elements of Communication

 Source known as Sender

 Message
 Channel
 Receiver
 Feedback

Source– the source is the origin of the idea. Source is also famously known as sender

Message– It refers to the content that the sender passes on to the receiver. It is the core of
communication.

Channel–  the channel is the medium through which a message travels from sender to receiver

Receiver– the receiver is the person for whom the message is intended. 
It is the most important aspect of the communication process which is a two way process and
incomplete without the receiver.
Any change or neglect of the part of the receiver will hamper the entire process

Feedback– feedback is the response the receiver gives to the sender after the element of effect. It
can be negative or positive depending on how the message is encoded and decoded by the sender
and receiver respectively. Feedback is most cases does not place a (natakpan sa ppt na word) an
optional element of the communication may or may not happen

General Principles of Effective Communication

Madrunio and Martin (2018) listed five general principles for effective communication which
requires the knowledge in the following:
 Purpose
 Audience
 Topic
 Adjustment to the context of the situation
 Processing and addressing the feedback
Local and Global Communication in Multi-Cultural Settings

Individuals from different backgrounds and cultures have distinct differences in communicating
with other. 

Language Registers and Understanding and Evaluating MultiModal Text

Language Register is the level of formality with which you communicate. Different stations and
people  call for different registers. Moreover, unlike in the past, communicating with others is
usually confined to face-to-face interactions using a singular means of communication

Registers
In linguistics, this is defined as the way a speaker uses language differently in multiple
circumstances

How do you decide which language register is appropriate use? deciding on which language
register to use depends on the 
 audience 
 topic 
 situation

Do we use the same language every time? No

Do we use the same type of language register every situation. No
Do we use the same type of language with everybody in the society? No

Communication Modes
Madrunio you and Martin (2018) defined communication mode as the channel through which
one expresses his/her communicative intent. 

Communication Aids and Strategies Using Tools of Technology

The evolution of Technology and  Communication

Throughout history, we have developed multiple forms of communication-from smoke signals

and messenger pigeons to the telephone and email, which we all have used to interact with each
other.

Nowadays, digital means pf communication have started to remain as the most ideal and efficient
way of staying connected with one another

Social Media in The Philippines

78.5 Million network users
Youtube
4hrs and 15 mins
158th rank out of 190 countries worldwide

Advantage
 Vast resource of information
 Easier to maintain connection with your loved ones
 Accessibility of multiple utilities

Disadvantages
 False information of fake news being rampant all over platforms
 Cyberbullying or cancel culture

Keeping safe in Digital Landscape

As the internet becomes integrated into our daily lives, we need to take extra precautions as we
transverse through it

 Protect your personal Information

Avoid sharing private information, especially ones that indicate your personal information

 Practice Safe Browsing

Be vigilant about the websites you are using to grab your information from. 

 Be mindful of what you are sharing

Even though we are granted the freedom of expression, there are still factors we must consider
when posting

Informative Communication Versus vs Other Forms of Communication 

Modes of Discourse
 Narration
 Description
 Exposition

Methods of developing an exposition

The Primary purpose of this mode of discourse is merely to explain and inform  

 Definition
Using your own words

 Classification and Division

Dividing information into multiple categories

 Comparison and Contrast

Showing two or more concepts that are alike to the topic

 Analysis
Thorough examination and presentation of information

Process Description
Describes the how of a topic

 Cause and Effect

Describes the causes and reasons of an action

 Problem and solution

Identifies a problem and presents two or more solutions