CHAPTER 1
LESSON 1: COMMUNICATION
- Is a process of exchanging ideas between two or more
persons.
Value of Communication
- The word communication is came from the Latin word
“communis” which means common or to “commune” or
to come together or to share something in common.
Communication in its most basic sense is the cement
that holds society together. Without it, society will fall
apart.
 Maslog 1988
THE NATURE OF COMMUNICATION
- Communication represents the important role inside
personal existence, family member’s existence, cultural
existence, company existence and many others.
1. Communication is related to human activity:
Communication exchanges are actually directly linked
with every single ball of human being lifetime.
2. Communication involves two or more parties: At
least, two parties are involved in virtually any
communication exchange process.
3.Communication could be one-way or maybe two-
way process: Communication might take the design
involving two-way or maybe one-way process. With
two-way communication, the receiver sends his
feedback to the sender after receiving the message.
4. Success of communication depends on a proper
understanding of the parties involved: Powerful
communication comes about if your receiver feels your
concept, you might say your sender posts the idea. If
the receiver doesn’t deliver his or her reaction to your
sender, your sender is not going to fully grasp your
receiver’s view.
5. Conversation in organization flows in a variety of
styles: With organization, information flows in a variety
of recommendations, for example way upward
direction, down way, horizontal way and many others.
7 Major Elements of Communication Process
(1) Sender:
The person who intends to convey the message with
the intention of passing information and ideas to others
is known as sender or communicator.
(2) Ideas:
This is the subject matter of the communication. This
may be an opinion, attitude, feelings, views, orders, or
suggestions.
(3) Encoding:
Since the subject matter of communication is
theoretical and intangible, its further passing requires
use of certain symbols such as words, actions or
pictures etc. Conversion of subject matter into these
symbols is the process of encoding.
(4) Communication Channel:
The person who is interested in communicating has to
choose the channel for sending the required
information, ideas etc. This information is transmitted
to the receiver through certain channels which may be
either formal or informal.
(5) Receiver:
Receiver is the person who receives the message or for
whom the message is meant for. It is the receiver who
tries to understand the message in the best possible
manner in achieving the desired objectives.
(6) Decoding:
The person who receives the message or symbol from
the communicator tries to convert the same in such a
way so that he may extract its meaning to his complete
understanding.
(7) Feedback:
Feedback is the process of ensuring that the receiver
has received the message and understood in the same
sense as sender meant it.
Communication Process
The Interactive (stimulus-response) Model of
Communication
LESSON 2: PRINCIPLES AND CHARACTERISTICS OF
COMMUNICATION
1. Communication is a Schemata-driven
Communication begins within yourself; you begin with
what you have already stocked in your brain or with
what you have already known or understood about the
subject matter of the communicative act. Transmitted
messages become understandable or meaningful
because of your innate or old knowledge about the
messages.
 2. Communication is an interpretative act.
The only person who knows the exact or full meaning of
the message transmitted is the sender or speaker. Being
the creator or source of the ideas, he/she has the
absolute knowledge about his message. It is called
interpretative act because the role of the receiver or
listener is just to interpret, infer, or guess the meaning
of things appealing to his sense of hearing.
3. Communication does not guarantee a direct or
automatic link between two minds. These forms of
knowledge become meaningful only to others when you
initiate communication with them.
4. Communication is active, powerful, or forceful
Communication is generally taken as an active message,
because it has varied effects on all participants in any
communicative event. It engages speakers and listeners
in action of giving and receiving information.
Communication is powerful and forceful for it elicits
different meanings or reactions; these messages are
prone to changes. Subjected to the changeable and
continued existence of the world, communication is
dynamic (A process or system characterized by constant
change) as life that goes on and on like a river. Nothing
remains permanent or fixed in the world of
communication.
5. Communication is symbolic.
Symbols, signs, or marks like letters, words, sentences,
graphs, pictures and other concrete objects represent
or stand for ideas that you intend to convey verbally.
For non-verbal communication, you resort to bodily
actions (gestures, eye movements, posture, facial
expressions) voice quality, space and time elements to
stand for the ideas you want to express.
6. Communication always results in something.
It refers to two or more persons participate in any
communicative act. The first, expresses or sends a
message; the second, responds or reacts to the
message.
7. Communication is irreversible.
You are free to talk about anything under the sun. But
once you utter something, the things you have said
remains as it is susceptible to different interpretations
or meanings.
8. Communication is contextual.
An exchange of views, ideas, or feelings doesn’t only
involve the sender and the receiver, but also other
aspects of the communication setting like time, place,
topic, occasion, purpose, and manner of
communication.
9. Communication is developmental or
progressive.
To communicate ideas is to go through the different
stages of language learning that begins from birth to
elementary, high school, and college levels. It is not a
one-time learning towards communicative competence.
10. Communication is a process.
Several stages of communication take place when
people exchange or share ideas with one another. Each
stage involves elements with different functions.
11. Communication is ethical.
Any communication event is expected to apply rules,
moral values, and beliefs agreed upon by societal
members. Guided by these standards determined by
the cultural group you belong to, your communication
becomes ethical, good or desirable.
12. Communication is influenced by media and
technology.
Now, you are in the era of knowledge explosion or
modern technology. This period is characterized by an
instant global exchange of knowledge, services and
technology. Using modern electronic communication
devices, an exchange of ideas occurs just in seconds or
minutes regardless of the distance between or among
the participants. With the speedy turn out of varied
modern media and devices of communication like the e-
mail, cellphone, web cam, internet and other computer-
run gadgets, you now find interaction with anyone in
any corner of the world easily and quickly.
LESSON 3: COMMUNICATION CUES: VERBAL AND
NON-VERBAL LANGUAGE
Verbal Language
Verbal language consists of symbols like letters, words,
and other marks that you need to subject to language or
grammar rules for a coherent or organized means of
understanding or expressing ideas. This verbal or
spoken language becomes a written language once you
put on paper or any surface the marks or prints
symbolizing or representing the ideas you intend to
convey or have spoken to others.
Verbal symbols refer to the use of speaker language
(Antonio,et.al.,p. 30).
Non-verbal Language
As with other aspects of communication, norms for non-
verbal communication vary from country to country and
also among cultures within a particular country. Some
nonverbal communication behaviors appear to be
somewhat innate because they are universally
recognized. Two such universal signals are the “eyebrow
flash” of recognition when we see someone we know
and the open hand and the palm up gesture that signals
a person would like something or needs help (Martin &
Nakayama, 2010).
Smiling is also a universal nonverbal behavior, but the
triggers that lead a person to smile vary from culture to
culture. The expansion of media, particularly from the
United States and other Western countries around the
world, is leading to more nonverbal similarities among
cultures, but the biggest cultural differences in
nonverbal communication occur within the categories
of eye contact, touch, and personal space (Pease &
Pease, 2004). Nonverbal communication like other
forms of communication is influenced by context and
varies among individuals within a particular cultural
group as well.
The idea you want to convey through this non-verbal
communication are symbolized or represented, not by
words, but by the following Non-verbal language
symbols:
1. Body Movements
Big and small movements of your body like gestures,
facial expressions, posture and eye behavior express
meanings. Kinesics, derived from the Greek term,
kinesis, meaning “motion” which refers to the study of
body movements.
2. Paralanguage
These are extra sounds that go with your spoken words
and a study of these special sounds accompanying your
words is called Paralinguistic. Examples of Paralanguage
are the following:
a) Speaking voice produced by your voice’s
 highness and lowness (Pitch)
 loudness or softness (Volume)
 speediness and slowness (Duration)
 rising and falling (Intonation)
 shrillness, huskiness, breathiness, mellowness,
etc. (Quality)
b) Vocalization or voice’s special usage like crying,
giggling, moaning, growling, yawning, sighing and
groaning.
c)Vocal pauses or boosters like
ahh!...uhg...umm...oh...shh.oops...many others.
3. Time (Chronemics)
Your willingness, hesitance, or hatred to wait fora long
time speaks of your trait of patience or impatience.
Likewise, this reflects your manner of valuing your
relationship with the object of your waiting. Your trait
of optimism is also proven by your fondness of talking
about your goals, dreams, or plans for the future.
Chronemics is the term that refers to your act of
studying the impact or effect of time on your behavior.
4. Proxemics
A space or distance symbolizes or represents your
thoughts or feelings about your world. For instance,
surrounding your property with steel fence or leaving it
unfenced gives people clues about your preferences or
priorities or deciding to arrange your pieces of furniture
too closely or so far from one another indicates the kind
of interaction you would like to have with people.
Likewise, your body contacts, physical closeness with
people, acts of touching or patting them, or maintaining
a wide or narrow gap between you and the other party,
expresses meanings on the extent of intimacy or
personal relationship you can establish with others.
And, haptics is the term used to refer to your acts of
studying the effects of your touch on people.
5. Physical Appearance and Object Language
Meanings in this kind of non-verbal language, are
symbolized or represented by dressing styles, body
types, body appearance like size or shape, architectural
designs or structures, art objects graphic materials,
lightning effects, aromatic or smelly objects, and other
environmental factors that influence or affect any
communicative event.
Purposive Communication
- Purposive Communication is about writing, speaking
and presenting to different audiences and for various
purposes
Nature of Communication
 Is a process of exchanging ideas between two or
more persons.
 The act or process of using words, sounds, signs,
or behaviors to express or exchange
information or to express your ideas, thoughts,
feelings, etc., to someone else
 A process by which information is exchanged
between individuals through a common system
of symbols, signs, or behavior.
Communication is:
 Reciprocal because we cannot separate
communicators into sender and receiver.
 Process because it keeps on “evolving and
changing”.
 Involves creating and sharing of meaning.
Process of Communication
VARIOUS MODEL OF COMMUNICATION
Wendel Johnson Model of Communication
 EVENT /SOURCE
 SENSORY STIMULATION
 Pre- verbal Neurophysiological State
 Transformation of pre-verbal into symbolic
forms
 Verbal Formulation
 Ex. A woman visited a friend’s house and when she was
there, she started picking up scattered things on the
floor. She implied that her friend could hardly clean her
house.

 Paralanguage

-refers to the ways of saying something. It includes the

characteristics as:
SIX BASIC ELEMENTS OF COMMUNICATION * Rate – speed of speaking
SENDER/RECEIVER PERSONS * Pitch – highness/lowness of tone
MESSAGE TOPIC / INFORMATION * Volume- loudness
CHANNEL MEDIUM/ TOOL * Quality- pleasing / unpleasing sound
FEEDBACK REACTION/RESPONSE  Body Types can also communicate a message
NOISE DISTURBING FACTOR a. Ectomorphs (thin people)
SETTING TIME/ PLACE b. Endomorphs (fat people)
VERBAL AND NON-VERBAL COMMUNICATION c. Mesomorphs (athletic people)
• Non-verbal communication is a form of sharing  Attractiveness
insights and ideas, information, experiences etc.
without the use of words. -can get positive response than those who are
perceived not to be attractive. Physical attributes of a
• Most of the time verbal communication is supported person may mean something to the people around her.
by non-verbal communication to better portray the
meanings a speaker would like to share.  Body Adornment

Types of Non- Verbal Communication
 Body Movements / Body Kinetics
They come in the following categories:
a) Emblems
These are body movements which have direct
translation into words.
Ex. Thumbs up
b) Illustrators
These are used to accent, emphasize or reinforce
words.
Ex. Pointing fingers when giving direction
c) Regulators
These are signs showing control at the back-and-forth
natures of speaking and listening.
Ex. head nods, hand gestures, shifts in posture during
interaction
d) Display of feelings
A persons face or body movements may convey how
intense his emotions is.
Ex. Tight hug signify an intimate relationship
-involves form of clothing, make up, jewelry and
hairstyle
Ex. An applicant who is dressed appropriately might
likewise be hired than those who are not.
 Space and Distance/ Proxemics
-It concerns the way a person uses the space around
him as well as the distance where he stands. It may be
explained through the following:
a. Intimate distance
b. Personal distance
c. Social distance
d. Public distance
 Touch
- the kind of touch used in communication reflects
meaning about the relationship between the sender
and the receiver.
The more intense the relationship, the more frequent
and more intimate the touch
 There are two kinds of people based on time;
punctual and late

e) Adaptors

These are non- verbal ways used in adapting to the

communication situation.
CHAPTER 2
LESSON 1 COMMUNICATION AND GLOBALIZATION
CROSS-CULTURAL communication is a field of study that
looks at how people from differing cultural backgrounds
communicate, in similar and different ways among
themselves, and how they endeavor to communicate
across cultures. Intercultural communication is a related
field of study.
GLOBAL COMMUNICATION is the term used to describe
ways to connect, share, relate and mobilize across
geographic, political, economic, social and cultural
divides. It redefines soft and hard power as well as
information power and diplomacy in ways not
considered by traditional theories of international
relations.
LESSON 2 THE COST OF CULTURAL IGNORANCE
Cultural misunderstandings often lead to lost
opportunities and increased levels of tension between
people.
Communicators who fail to realize that persons from
different cultures may not look, think, or act as they
themselves do run the risk of having those with whom
they interact judge them to be insensitive, ignorant, or
culturally confused. The culturally confused pay a high
price. The following examples demonstrate the extent
to which cultural ignorance affects communication:
DEFINITION OF TERMS
Accommodation–It is the means by which co-culture
members maintain their cultural identity while striving
to establish relationships with members of the
dominant culture.
Assimilation–It is the means by which co-culture
members attempt to fit in with members of the
dominant culture.
Co-cultures–It refers to group of people who differ in
some ethnic or sociological way from the parent
culture.
Collectivistic Cultures –It refers to cultures in which
group goals are stressed. Cultural Imperialism–It is the
expansion of dominion of one culture over another
culture.
Cultural Pluralism –It is the adherence to the principle
of cultural relativism.
Cultural Relativism–It refers to the acceptance of other
cultural groups as equal in value to one's own.
Culturally Confused –It refers to the lacking an
understanding of cultural difference.
Culture –It is a system of knowledge, beliefs, values,
customs, behaviors, and artifacts that are acquired,
shared, and used by members during daily living.
Diversity–It refers to the recognition and valuing of
difference such factors as age, gender, race, ethnicity,
ability, religion, education, marital status, sexual
orientation and income.
Ethnocentrism–It is the tendency to see one's own
culture as superior to all others.
Globalization –It refers to the increasing economic,
political, and cultural integration and interdependence
of diverse cultures.
High-context Communication–It is a tradition-bound
communication system which depends on indirectness.
High-power-distance Cultures–It pertains to the
cultures based on power differences in which
subordinates defer to superiors. Individualistic
Cultures-It pertains to the cultures in which individual
goals are stressed.
Individualistic Cultures-It pertains to the cultures in
which individual goals are stressed.
Intercultural Communication–It is the way of
interpreting and sharing meanings with individuals from
different cultures.
Interethnic Communication–It refers to the interaction
with individuals of different ethnic origins.
International Communication-It refers to the
communication between persons representing different
nations.
Intracultural Communication- It refers to the
interaction with members of the same racial or ethnic
group or co-culture as yours.
Interracial Communication -It is the way of interpreting
and sharing of meanings with individuals from different
races.
Low-context Communication–It is a system that
encourages directness in communication.
Low-power-distance Cultures–It pertains to the
cultures that believe that power should be used only
when legitimate.
Masculine Cultures-It pertains to the cultures that value
aggressiveness, strength, and material symbols of
success.
Melting-pot Philosophy–It is the view that different
cultures should be assimilated into the dominant
culture.
Multiculturalism–It refers to the engagement with and
respect toward people from distinctly different cultures.
Prejudice–It is a positive or negative prejudgment.
Separation –It is the means co-culture members use to
resist interacting with members of the dominant
culture.
LESSON 3: WRITING A REACTION PAPER
 A reaction paper is an analysis and an
evaluation of the material presented.
 A reaction paper should:
 make sure to give a detailed overview of the
experience and tell what exactly was taken out
of the experience.
 be more than a simple summary of the material
that you are reacting upon.
 include your opinion or reaction to the material.
This may take on a variety of forms:
 You may compare the work to other related
material;
 You may come up with ways to improve the
work;
 You may express what you learned;
 You may concur with the work or argue against
the work
 You can even use “I "or the first person, in this
type of paper.
Guidelines in Writing a Reaction Paper
Consider these general steps as you plan your writing:
 Pull your thoughts together on what you just
experienced.
 Come up with a thesis statement.
 Come up with what reaction you want to put
down on paper.
 Decide on your organization and format draft
your reaction paper.
As a starting point for your reaction paper, select
two or three major points from the following list and
write a paragraph for each point.
React to the ideas presented.
Are they clear and suitable? Explain the ideas, give
examples of their application in the material presented,
and compare/contrast the ideas with your own.
Compare it to another material.
How was it similar to the other material? How was it
different? Which did you enjoy more? What makes it
more enjoyable? Which did you learn more from?
Discuss specific insights or facts you have learned or
gained from reading the material presented.
Discuss each insight or fact you have learned in a
detailed paragraph, using direct examples from the
material presented. Include a page reference to the
material you are reacting to.
Make a judgment about the material presented and
support it.
Did you like it? Why or why not? Elaborate on your
answer by commenting on the content, style, clarity,
validity of ideas and method of presentation.
Analyzed the material presented.
What is its purpose? How does it go about achieving
its goal? What is the plan/method of presentation?
Tell what others might gain from the material
presented.
Is it valuable? Is it informative, entertaining, or
accurate? Do you think your instructor should use it
again? Why or why not?
In your conclusion, summarize your ideas and tie
them together.
Writing a Reaction or Response Essay
Reaction or response papers are usually requested by
teachers so that you will consider carefully what you
think or feel about something you have read. The
following guidelines are intended to be used for
reacting to a reading although they could easily be used
for reactions to films too. Read whatever you've been
asked to respond to, and while reading, think about the
following questions.
 How do you feel about what you are reading?
 What do you agree or disagree with?
 Can you identify with the situation?
 What would be the best way to evaluate the
story?
Introduction
 The most important one- the first thing your
reader sees and interacts with.
 You need to hook your reader up.
 Introduce your topic.
 State your main points.
 Get your reader interested in reading the
response paper to its end.
 Make introduction short.
 Make your thesis statement straight to the
point and clear.
Body
 Actual writing starts here.
 Support all your thoughts and ideas with facts.
 Use quotations from reliable sources.
 Keep your arguments within the initial theme.
 You can add any information to support your
point of view but it should be directly related to
the main topic.
Conclusion
 The last part of the academic paper.
 Restate your thesis but avoid adding any new
information to the table.
LESSON 4: LOCAL/GLOBAL COMMUNICATION IN Cultural Sensitivity
MULTICULTURAL SETTINGS
 It is being aware that cultural differences and
Globalization similarities between people exist without
assigning them a value- positive or negative,
 The process by which businesses or other
better or worse, right or wrong.
organizations develop international influence or
 An awareness that people are not all the same
start operating on an international scale.
and that you recognize that your culture is no
 The process whereby systems expand from
better than any other culture.
being regional or national to encompass the
entire planet. Examples;
 It is the growing interdependence of the world’s
 Respecting the values of other people
economies, cultures, and populations brought
 Valuing diversity
about by cross-border trade in goods and
 During Ramadan, it’s culturally sensitive to
services, technology, and flows of investment,
avoid holding lunch meetings since during this
people and information
time they are not able to eat.
Examples:
Gender Sensitivity
 Trading commodities such as coffee
A process by which people are made aware of how
 Immigration, travel, communication,
gender plays a role in life through the treatment of
transportation, knowledge, entertainment,
others. Gender sensitivity trainings are used to educate
culture, law, environment, human rights,
people, usually employees, to become aware of and
political stability, capital, science,
sensitive to gender in their lives or workplaces; those
Importance of Having One’s Culture men and woman should be treated equally.

A. Individual/Social Benefits  Learn more about gender issues

 Keep an open mind.
1. Intrinsic benefits- leisure, entertainment, sharing
 Be respectful.
experiences
 Stand up against harassment of any kind.
2. Improved learning –Education/lifelong learning

3. Better health-physical/mental health

4. Vibrant communities

B. Economic Benefits

1. Job creation

2. Tourism

3. Community engagement

Cultural Differences (Examples)

 Fart – In Danish/Swedish, it means speed.

 Gift- In German, it means poison; In
Scandinavian, it means poison and marriage
 Crap- In Romanian, it means fish
 Brat- In Russian/Polish/Croatian, it means
brother
 Kiss- in Swedish, it means pee
 Preservative- In France, it means condom
 Lol- In Dutch, it means fun
 Slut- In Swedish, it means fun
 O – in France, it means nothing or no value
 Lift – in UK is elevator
 Flat- in UK is apartment
 Chin-wag- in UK is chat
Lesson 5: Cultural Appreciation/Cultural
Appropriation/Cultural Ignorance
Culture Appreciation
 You earnestly seek to learn about or explore a
different culture.
 You learn to listen, strive to understand, seek to
honor its beliefs and traditions.
 You seek to understand and learn about
another culture in an effort to broaden your
perspective and connect with others cross-
culturally.
Culture Ignorance
 This is when an individual shows a lack of
understanding of other cultures in terms of
history, society, government and much more.
This lack of understanding can easily be
interpreted as a lack of respect for the culture
or the country and even ethnocentrism in the
more extreme examples.
Examples: In US/Switzerland- common for men and
women to speak loudly; Middle East- it is forbidden for
women to speak out

Examples:  In Saudi Arabia- you avoid speaking with a

woman
 Buy directly from the creators of dresses, etc.
 They believe women have no rights and no
 Learn the significance of the item and how it
voice to speak.
can be used.
 Buying chopsticks and knowing how to use it.

Culture Appropriation

 Taking one aspect of a culture that is not your

own and using it for your own personal interest.
 Taking a part of another culture without
understanding what it truly means can be
harmful not only to those whose culture you are
using but also to those with whom you share it.

Example: purchasing a piece of jewelry or clothing that

may have important cultural significance to that culture,
but simply using it as a fashion statement. It could be
taking a photo of a ritual ceremony simply for the sake
of getting many likes on Facebook.

 Examples: Using mascot of an American Indian

wearing headdress,
 Halloween costume such as gypsy and geisha,
Kim Kardasian styling her hair in Fulani braids,
Rihanna dressing up in Classic chola style with
modern subculture of Mexican American
women, Madonna wearing horned headdress of
African Amszigh people

Example of Culture Appropriation

• If you show love and appreciation for parts of a

culture, such as clothing, hairstyles, or accessories, but
remain prejudiced against its people, that's
appropriation.

• On the other hand, if you learn, explore, and

understand a different culture and then show that in a
style that you've developed over time, that's
appreciation.