Eng Chapter 1 To 4

MODULE PURPOSIVE COMMUNICATION
CHAPTER 1: BASIC CONCEPTS IN COMMUNICATION:
BACKGROUND AND RATIONALE
Objectives:
At the end of the lesson, the students will be able to:
a.) compare Purposive Communication from Oral Communication
b.) describe the meaning, nature, and importance of communication;
c.) demonstrate the elements and processes of communication;
d.) describe the principle and ethics of communication.
PURPOSIVE COMMUNICATION: BACKROUND AND RATIONALE
Purposive communication is about writing, speaking, and presenting to different

audience for various purposes. (CMO No. 20, S. 2013).
THE FIVE SKILLS OF COMMUNICATION

SPEAKING
LISTENING
VIEWING
READING WRITING
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They are studied and stimulated

in advanced academic settings,
conversing intelligently on a
subject import, reporting on group
work and assignments, writing
and delivering a formal speech,
writing minutes of meetings and
similar documents, preparing a
research or technical paper, and making an audio-visual or web-based presentation.
The criteria of effective communication are discussed and used as the basis of peer
communication techniques used by public officials, educators, industry leaders,
churches, institutions of learning, private individuals and others. The purpose of these
combined activities is to enable students to practice strategies of communication with
clear purpose and audience in mind, guided by the criteria of effective communication
and the appropriate language.
The CHED Memorandum also mandates that at the end of the course, students
should be able to:
 listen, comprehend, critique, and respond fully-well to live or recorded

conversations;
 speak in public with confidence;
 explain extended text using concrete examples;
 write text from a simple report to a technical or research papers;
 prepare audio-visual or web-based presentation.
The knowledge, skills, values, and insights that students gain from this course
may be sued in their academic endeavors.
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MEANING OF
COMMUNICATION
Here are the expanded meanings of communication due to the growing industry today:
1. Communication is a process of transmitting or conveying information to others.
2. Communication is a system (as telephones, computers, and other digital gadgets) for
transmitting or exchanging information.
3. Communication is the act or process of using work, sources, signs, or behaviors to

express information and ideas, thoughts, feelings etc. to someone else.
4. Communication is a message that is given to someone such as letter, telephone call,

etc.
5. Communication is a way of sending information to people by using technology (radio,

wireless, or electronic communication, etc.)
SOME WRITERS DEFINED COMMUNICATION THIS WAY:
1. Koontz and O’Donnel- Communication is an intercourse by words, letters, symbols

or messages, and is a way that one organization member shares meaning and
understanding with another.
2. Newman and Summer- Communication is an exchange of facts, ideas, opinions, or

emotions by two or more persons.
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3. Allen Luis A.- Communication is a sum of all the things a person does when he wants
to create understanding in the minds of the other. It involves a systematic and
continuous process of telling and understanding.
NATURE OF COMMUNICATION
- Every communication or business concern has specified objectives. And to

achieve these objectives there must be co-ordination and it will be possible by
using communication.
IMPORTANCE OF COMMUNICATION
- Communication is essential in different level of organization –educational,

business, political, and social.
- The success of a manager or leader in performing his duties is through good
communication.
- Communication has become one of the most important aspect of management.
1. Helps in achieving co-ordination
- Co-ordination can only be achievable by the means of communication.

- Sharing knowledge and information is possible by the use of co-ordination
through communication.
2. Helps in smooth working
- Communication helps in the smooth running of an enterprise or business.

- When communication stops, organized action comes to an end.
- G.R. Terry says, “Communication serves as a lubricant fostering the smooth
operations of the management.
-
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3. Increased managerial efficiency
- Managers spent their 75% of their time in communication.

- Communication helps the manager in performing his duties efficiently.
4. Helps in decision-making
- Effective implementation and decision-making by the management can be

achieved by the use of communication.
- Decisions are passed on through communication to those who are involved in
executing them.
5. Helps in maintaining industrial peace
- Lack of communication or improper communication may result in industrial

disputes between management and workers.
6. Helps in recruitment process
- Recruitment needs communication.

- The recruits are told by about the company organization structure, its policies
and practices.
7. Helps employees to perform effectively
- It is needed to enable the employees perform their functions effectively.

- Employees are required to know their job relationship and importance to the
overall operation.
8. Helps to acquaint subordinates with their evaluation
- Communication is needed to acquaint the subordinates with the evaluation of

their contribution to company activity.
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9. Helps in teaching employees about personal safety
- Communication is needed to teach employees about their personal safety on the

job.
10. Helps in projecting the image of the company
11. Helps managers in performing his functions
- Communication helps the manager in performing his managerial functions such

as planning, organizing, staffing, directing, and controlling.
Effective communication is important in executing a planned program and also in

controlling the activities with the help of feedback information.
For more knowledge about Management Communication please check the link provided:
http://ebrary.net/7796/management/communication
VERBAL COMMUNICATION
It is important in many ways:
1. Keeping each other informed
2. Asking for help and support
3. Making friends
4. Expressing ourselves effectively
5. Sharing emotions
6. Clarify values
7. Reinforce culture
8. Needed in crucial conversation
9. Shapes the attitude towards others and ourselves
10. Influences our credibility
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11. Describe ideas, makes requests, and solves problems

12. Establishes relationship and responsibility toward
others.
NON-VERBAL COMMUNICATION
It is important in many ways:
1. It compliments or adds verbal sound.
2. It shows and regulates the flow of interaction.
3. It can contradict verbal meaning by displaying opposite behavior.
4. It can create and control others’ perception about you.
EXAMPLES OF VERBAL COMMUNICATION

1. Chatting – getting to know each other, begins with a smile
2. Telephone conversation- when you are late and you want to inform your boss
3. Face-to-face conversation- you want to vent out your sentiments so, you called the
presence of your friends.
4. Lecturing- mass gathering, classroom discussion
5. Singing- opera singer sings classics aria telling the listeners about the beauty of her
voice and vocal range.
6. Classroom discussion
7. Calling the customer service for assistance
8. Meeting- corporate gatherings
9. Calling attention- robbery, witness an incident
10. Reciting- two married couple recites their vows
CLASSIFICATION OF VERBAL COMMUNICATION

- Verbal communication- includes oral (spoken) written communication.
- Oral Communication consists of all spoken exchanges.
- Verbal feedback- question and comments
 Casual conversation
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 Political debates
 Voicemail is an oral communication as well as conference calls and speeches.
 Written communications are printed messages.
TYPES OF VERBAL COMMUNICATION

1. Emotive communication- It is the deliberate choice of words to elicit emotion to
others.
E.g. A beauty queen was raped
A congressman was stabbed twenty times in cold blood.
2. Evasive communication – is a language that is used to avoid situation.
3. Jargon communication –is a language used by personnel in a particular field.
4. Argot communication- is language used by various groups
E.g. Schoolmates
Prisoners
Bystanders
5. Abstract communication –is a language used to discuss ideas.
6. Overly abstract communication –leaves too much room for interpretation and hide
details from others.
NON-VERBAL COMMUNICATION
 It is the second type of communication.
 Here are the definitions of non-verbal
communication coming from the different
writers:
 McDermott (2008) –Non-verbal communication refers to a wide
array of behaviors by which we communicate message without the
use of voice.
 Lord. Et al. (2012) –Non-verbal communication is when information
is transferred from sender to receiver without the use of words.
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 Others define non-verbal communication as the process of exchanging

information with the use of signs or behaviors to express ideas, thoughts, and
feelings to someone else.
FIVE NON-VERBAL BEHAVIORS/ELEMENTS OF NON-VERBAL COMMUNICATION
1. Vocalics/Paralanguage –refers to the use of

volume, tone, pitch, and rate of speaking to give
additional meaning or emphasis to what is spoken.
2. Proxemics –refers to the use of space to convey

an idea or image.
3. Chronemics –is an attitude of time which discloses

information with others about status and relationship
with others.
4. Artifacts- refer to the things a person owns, use, wear,

and even discard convey message about such person.
5. Movement –is your posture, gesture, facial expression,

body language and everything you do are perhaps the most
obvious in communicating messages.
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FUNCTIONS OF NON-VERBAL COMMUNICATION

1. Substituting functions- The word is replaced by an action.
2. Reinforcing functions- It complements or adds to verbal sounds.
3. Regulating functions- It shows interest or regulates the flow of the interaction.
4. Contradicting functions- It has no change to contradict a verbal message.
IMPORTANCE OF NON-VERBAL COMMUNICATION

Paul Eckman and Wallace Fresin (1969) identified six importance of non-verbal
communication. These are the following:
1. We can use non-verbal signals to emphasize our words.
2. Our non-verbal behavior can repeat what we say.
3. Non-verbal signals can substitute for words.
4. We can use non-verbal signals to regulate speech.
5. Non-verbal messages sometimes contradict what we say.
6. We can use non-verbal signals to complement the
verbal content of our message.
THE SENDER
- Communicator or source
- Have the information, the command, the request,
and the idea.
THE RECEIVER
- Interpreter
- Receive the information and decode or interpret the
information.
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THE MESSAGE
- Content of the information
- Relayed between the parties
- Put all the three, the sender, the receiver, and the
message, then you have the most basic communication
process.
THE MEDIUM
- Also called “The Channel”
- The means by which a message is transmitted.
FEEDBACK
- The determiner if the message has been successfully
transmitted, received, and understood.
OTHER FACTORS
- Noise –This can be a sort of interference that affects
the message being sent, received, and understood.
- Context –This is the setting and situation in which
communication takes place. This can be an impact on the successful exchange
of information.
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PRINCIPLES OF COMMUNICATION
 Here are the ten principles according to David Crossman (2017):

Principle No. 1- Character is a differentiator
Principle No. 2 – No one leadership style is preferred
Principle No. 3 –There is a greater need to imagine and advance a vision
Principle No. 4 –People really are the greatest asset.
Principle No. 5 –Everyone is leader
Principle No. 6 –There’s a greater focus on self
Principle No.7 –Change is the norm
Principle No. 8 –Employees everywhere have the same fundamental communication
needs.
Principle No. 9 –More and better listening, individually end systematically
Principle No. 10 –The communication system is better honed to manage overload and
inefficiencies
 Here are the seven C’s of Communication according to Herbert Hildebrandt

and Jane Thomas:
1. Completeness
 Answer all the questions asked
 Give something extra, when desirable
 Check for the five W’s and any other essentials
2. Conciseness
 Eliminate wordy expressions
 Include only relevant statements
 Avoid unnecessary repetition
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 Check the flow of your information

3. Consideration
 Focus on “you” instead of “I” and “we”
 Show reader benefit or interest in reader perspective.
 Emphasize positive, pleasant facts
 Apply integrity and ethic.
4. Correctness
 Use specific facts and figures
 Put action in your words
 Choose vivid, image-building words
5. Clarity
 Choose short, familiar, conversational words.
 Construct effective sentences and paragraphs.
 Achieve appropriate readability (and listening-ability)
 Include examples, illustrations, and other visuals aids
6. Correctness
 Use the right level of language
 Include only accurate facts, words, and figures
 Maintain acceptable writing mechanics
 Choose non-discriminatory expressions
 Apply all other pertinent C qualities
7. Courtesy
 Be sincerely tactful, thoughtful, and appreciative
 Omit expressions that irritate, hurt, or belittle.
 Grant and apologize good-naturedly
ETHICS IN COMMUNICATION
Ethics in communication is the notion that an individual’s
group or group’s behavior are governed by their morals which in
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turn affects communication. Speaking communication ethics deals with the moral good
present in any form of human communication. This includes the following:
 Interpersonal Communication
 Mass Mediated Communication
 Digital Communication
TEN BASICS ETHICAL COMMUNICATION

Jone Johnson Lewis (2015) listed ten basic ethics in communication. These are the
following:
1. Seek to “elicit the best” in communications and interactions with other group
members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective, expressing your own thoughts,
needs, and feelings.
5. Seek to understand others (rather than to be “right” or “more ethical than thou”)
6. Avoid speaking for others, for example by characterizing what others have said
without checking your understanding, or by universalizing your opinions, beliefs, values,
and conclusions, assuming everyone shares them.
7. Manage your own personal boundaries: share only what you are comfortable sharing.
8. Respect the personal boundaries of others.
9. Avoid interruptions and side conversations
10. Make sure that everyone has time to speak, that all members have relatively equal
“air time” if they want.
KEY PRINCIPLES OF ETHICAL COMMUNICATION

Andrew Button (2017) said that communication is ethical when it is up front, honest, and
cooperative. Communication that is intended to conceal the truth or harm other person
cannot be described as ethical.
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The four key principles of ethical communication are the following:
1. Honesty
 Ethical communication is honest.
 It means volunteering and being open to
whatever information you have.
2. Openness to other views

 It is one of the key pillars of ethical
communication.
 Openness means being open to
diverse ideas and options.
3. Commitment
 It means allocating the necessary time and
resources.
 Communication needs to be thorough.
4. Consensus Building
 Communication is goal-oriented
 People are seeking to build consensus and
focus in doing what they can for the
company.
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CHAPTER 2: COMMUNICATION AND GLOBALIZATION
Objectives:
a.) identify the impact of technology to the development of
communication;
b.) explain how cultural and global issues affect communication;
c.) acknowledge the impact of communication to the society and the
world.
CULTURAL ISSUES AFFECTING COMMUNICATION
In this age of
globalization,
workplaces are
increasingly
integrated. This
makes
communication
and cross-cultural
understanding
more crucial for
everyone, including executives,
business leaders, workplace
managers, and employees.
FACTORS AFFECTING THE FIELD OF COMMUNICATION
1. Cultural identity 5. Individual personalities
2. Racial identity 6. Social change
3. Ethnic identity 7. Age identity
4. Gender roles 8. Role identity
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CULTURAL IDENTITY
- Culture can be as values, attitudes, and ways of doing

things that a person brings with him from the particular
place where he was brought up as a child.
- Values and attitude have an impact on communication
across culture because each person’s norms can be
different from other people.
RACIAL IDENTITY
- It refers to how one’s

membership to a particular
race affects how one interacts
with co-workers of different
races.
ETHNIC IDENTITY
- Highlights the role ethnicity plays in

how two co-workers from different
cultures interact with one another.
GENDER ROLES
- This means that communication

between members of different
culture is affected by how different
societies view the roles of men and
women.
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INDIVIDUAL IDENTITY
- This impacts cross-cultural

communication. This is how a
person communicates with other
culture, depending on his own
unique personality traits and how
he esteems himself.
SOCIAL CLASS
- It is the sixth factor which influences

intercultural communication.
- It refers to the level of society that
person was born into or references
when determining who she wants to
be and how she will act accordingly.
AGE IDENTITY
- It refers to how members of

different age groups interact with
one another.
- This might be taught of in terms
of the “generation gap”.
THE ROLES IDENTITY
- It refers to the different roles a

person plays in his or her life
including their roles as a husband
or wife, father, mother or child,
employer or employee, and so
forth.
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CULTURAL BARRIERS TO EFFECTIVE

COMMUNICATION
Effective communication with people of

different culture is especially challenging. Culture
provides people with ways of thinking-ways of
seeing, hearing, and interpreting the world.
Stella Ting-Toomey describes three ways

in which culture interferes with effective cross-
cultural understanding.
- COGNITIVE CONSTRAINTS –these are the frames of reference or world

views that provide a backdrop that all new information is compared to or
inserted into.
- BEHAVIOR CONSTRAINTS –each culture has its own rules about proper
behavior which affect verbal and non-verbal communication.
- EMOTIONAL CONSTRAINTS –different culture regulate the display of
emotion differently. Some culture gets very emotional when they are debating
issue.
GLOBAL ISSUES AFFECTING COMMUNICATION
Catherine Skrzypinski (2012) enumerates and discusses four global issues that
may affect communication.
- 1. The Issue of Face to Face Communication –“it is the method that human
have been using for the long time”. Human convey so much in closer
communication –a raised eyebrow, a wry smile, a flash of sorrow, and a look
of confusion.
 Nothing replaces face-face communication and nothing
compares to it.
- 2. The Issue on Social Network –Towers Watson and Company (2011)
found in their studies that more companies worldwide are embracing social
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networking sites like Facebook, Twitter, and LinkedIn, to facilitate employee

communication better.
- According to the study:
 Almost two-thirds of survey respondents are more
knowledgeable about using social media tools than they were in
2010.
 Around 69 percent of respondents said they plan to increase
their use of social media –including leadership journals and
blogs.
- 3. The Issue on Culturally Competent Workers –although rapid changes in
technology are impacting global communication, employee must be aware of
linguistic, cultural, religious, social differences to build strong, communication
channels with colleagues and business contacts.
IMPACT OF COMMUNICATION ON
SOCIETY
- Communication as well as
technology have impacts on
society,
- Communication is used for a
number of purposes.
- Both society and organizations
depend on communication to
transfer information.
- Electronic like radios, televisions, internet, and social media have improved
the way we exchange ideas which can develop our societies.
- Technologies have improved education and learning and learning process.
IMPACT OF COMMUNICATION TO THE WORLD
- CHAD LEWIS (2017) pointed out that

communication has an impact on global
lives.
- Communication is now possible with the
help of wireless technology.
- Wireless technology is the fastest and best
form of technology that we could ever ask for.
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The wireless communication and technology have changed the world in the following
ways:
1. Impact on Healthcare
- The medical assistance related

to information and treatments is
easier to distribute in remote
rural areas, where earlier there
was no communication possible
at all.
2. Impact on Aids of Catastrophic Events
- If there is an earthquake somewhere

in Japan or in the farthest part of the
Philippines, we get to know it within
almost a few minutes. This has
happened only because of the
wireless communication, which
enables us even to view the
catastrophic event.
3. Impact on News Reporting
- No matter where in the world an event

is happening, reporters can report it
and send it to their offices with the
help of wireless technology.
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CHAPTER 3: COMMUNICATION IN MULTICULTURAL SETTING
Objectives:
a.) explain the effect of culture in communication;
b.) recognize the impact of culture in communication especially in
English;
c.) shoot a vlog showing concern about communication barriers.
LOCAL COMMUNICATION IN MULTICULTURAL SETTINGS
Chad Lewis, in his Successful Communication in Multi-cultural Environments,

orchestrates how the non-verbal
expressions matter to the
successful
communication under the
diverse cultural settings.
Another challenge
of the communication in a
diverse setting lies in the
fact that the secondary
channel to convey an
expression maybe
interpreted just opposite
to people with other
cultural identity.
KINESICS
- It refers to the usage of body

language, gestures; eye-contact etc.
can be another issue to pose
challenges in a diverse culture.
 Eye contact can be
interpreted differently either paying attention or being aggressive.
 Head wobbling being used in India to answer a question but can
be misinterpret by other group of people.
ICCT Colleges Foundation Inc.

V.V. Soliven Avenue II, Cainta Rizal Page 1
INTONATION
- Conveying a non-verbal
message can be another
communication challenge for a
diverse group as the meaning
associated with it is not
universal.
COMMUNICATION TIPS by: Robert Rosen
1. Simplify your sentence
2. Never shout to understand
3. Define the meaning of technical words and acronym
4. Be patient and try to follow team members‟ ideas and logic
5. Ask people to repeat once, maybe twice if you don‟t understand
6. Remain cool and compose
7. Clarify the meaning of what others want to sat before giving yours.
8. Clarify with the person or with someone who has experience in dealing with similar
cultural group.
9. Adapt your space requirements to those of your counterparts whenever possible.
10. Communicate important messages via several different media to ensure that they
are received.
COMMUNICATION TIPS FOR

LOCAL/NATIVE SPEAKERS
1. Avoid “isn‟t it” questions. Because this way

of formulating questions does not exist in many
other languages, it can be confusing for non-
native English speakers.

2. Ask the person if he/she wants help with finding words that might convey their
meaning.
3. If you do not understand a word, ask the person to spell it, write it down, use a
synonym or say the word in his/her native language or have someone else translate if
possible.
4. Try to involve non-native English speakers in discussion.
5. If you receive a voice mail message and you do not understand, ask another person
with the same linguistic background to listen to it.
6. In continuous meetings, provide some break time for the non-native speakers to think
and for some follow ups.
7. Avoid scheduling presentations by non-native English speakers at the end of the day.
8. Consider providing ESL courses to the non-native English speakers on your staff or
team.
9. Offer to proofread non-native English speakers‟ documents or presentations.
10. Slow down your delivery and clearly articulate each word. Avoid contractions such
as “gonna” and “wanna”.
11. In face-to-face meetings, face the people to whom you speak.
COMMUNICATION TIPS FOR NON-NATIVE ENGLISH SPEAKER
1. If you do not mind people

suggesting words so that you can
communicate quickly, say so.
2. Try to participate in discussion,

especially brainstorming sessions,
even if you feel uncomfortable.
3. If your organization offers ESL

courses, take them, even if your
English is already functional.
4. Keep a dictionary handy and make

sure the words you use mean what you
think they mean.
5. Ask native English speaker for help with your documents, presentations, and even
sensitive e-mails or phone calls.
6. Before calling someone, think of what you want to say and look up any words that
you are unsure of.
7. Make sure you know and use appropriately the technical words that people in your
field use.
8. Do not attempt to use slang and idiomatic expressions until you are quite comfortable
with the language.
GLOBAL COMMUNICATION IN MULTICULTURAL SETTING
The homogenous team is a thing of the past in most

international organization and companies. Some
would argue that the „international language of
business‟ negates any real communication issues
within such a cross-cultural team. When people of
different cultural backgrounds come together in any
setting there will always be issues in terms of
interaction. Cross-cultural issues will not always be a
hindrance in fact they can be a force for positive
creativity.
1. LANGUAGE ISSUE
- Although English is the

language in use in
every office it doesn‟t
mean everyone is
totally confident in its
use.
- Also bear in mind they may not appreciate the language to the same degree as
a native speaker.

ISSUES RESULTING FROM THIS INCLUDE:

 Non-native English speakers may be more reluctant to express
themselves freely.
 Non-native speakers may not always be able to express
themselves in the manner they intended.
 Some cultures rely heavily on the use of body language and
gestures.
2. CONFLICT RESOLUTION ISSUE
- Different cultures approach conflict and

disagreement in sometimes very contrasting
ways.
- Some cultures accept that conflict occurs in
the natural order of things and when it does.
- Other cultures are uncomfortable with open
disagreement and will do their best to avoid
it order to save face and not put people in
uncomfortable positions.
- It is important for a team to define the way it
wishes to handle conflict and disagreement.
- People from cultures where harmony is
more important will still do not be totally comfortable dealing with conflict and
confrontation.
3. GENDER ISSUE
- Every culture or society has its own understanding of

gender relations and acts according to them.
- What is acceptable in one culture may offend in the
other.
- The men and women in a team interact, the way
authority is allocated, assumed or perceived, and the
roles and responsibilities are distributed can all be
impacted by different viewpoints on gender.

4. DECISION MAKING ISSUE
- Different cultures have

different ways of making and
expecting decisions to be
made.
- Some expect that consensus
is the only way to go.
- Others believe that the
majority rules and debate is
waste of time. Then here are others who believe that decisions are made by the
leader or most senior person and not the team.
VARIETIES IN SPOKEN LANGUAGE
- Spoken language is a language

provided by articulate sounds, as
opposed to a written language.
- Many languages have no written
form and so are only.
-
DIFFERENT LEVELS OF
VARIETIES IN SPOKEN LANGUAGE
 PROFESSIONAL SPOKEN LANGUAGE –used by professionals

from specific industries
 LITERARY SPOKEN LANGUAGE –this is the language used in
magazines and newspaper. The stress is more on communicating
with large crowd.
 CONVERSATIONAL SPOKEN ENGLISH –this English is the most
widely used in daily conversation, where rules of grammar are more
related, stress is more on just getting the message across .
Sentences might be dropped half-way on realizing that the listener
has gotten the message.
 SLANG, ETHNIC, and VULGAR LANGUAGE –every language
comes with a set of words that have multiple meanings, and
depending upon the situation you use them, multiple interpretations
as well. These words are called slangs, and are native to a
particular region.
THE VARIETIES OF WRITTEN LANGUAGE
- The written language is more carefully

organize, more self-explanatory, and the
choice of word is more deliberate.
- The written language is only secondary.
- The written language is mostly maintained in
the form of a monologue.
- The written language is able to live forever
with the idea it expresses.
- The written language can be detailed and
objectively looked at.
- The writer has an opportunity to correct and improve what has been put on
paper.
USING APPROPRIATE TERMS, EXPRESSIONS, IMAGES, AND OTHERS
- Languages, expressions, terms, and word meanings differ according to cultural

settings.
THE APPROPRIATE TERMS AND EXPRESSION
1. Slow down when you speak.
2. Speak clearly and concisely.
3. Keep it simple.
4. Maintain respect and courtesy for people who come from different cultures.
5. Smile and be open.
6. Avoid slang.
7. Shun/avoid humor.
8. Adopt formal communication approach.
9. Stay away from using negative questions or answers.
10. Ask for feedback.
11. Summarize what you have said.

CHAPTER 4: TYPES OF TEXT REFLECTING DIFFERENT CULTURES
Objectives:
a.) identify the different types of text;
b.) evaluate multimodal texts critically to enhance receptive skills;
d.) adopt awareness of audience and context in presenting ideas.
TYPES OF TEXT
A text is not only limited to something

written down. A text can be a film, an
artifact, anything in a language and
culture that conveys meaning.
CATEGORIES OF TEXT
1. CREATED TEXTS –texts authored by

non-native speakers for non-native
speakers to achieve pre-determined curricular goals.
2. SEMI-AUTHENTIC TEXTS –texts created by native and/or non-native speaker,

based on original language materials, but adapted to fit curricular needs.
3. AUTHENTIC TEXTS –texts created by native speakers for consumption in a native

environment.
4. MULTI-MODAL TEXTS –texts that combine two or more semiotic system.
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THE SEMIOTIC SYSTEMS OF MULTI-MODAL TEXT
A text may be called as multi-modal when it combines two

or more semiotic systems.
1. LINGUISTIC –comprising aspects such as vocabulary,

generic structure and the grammar of oral and written
language.
2. VISUAL –comprising aspects such as color,

vectors, and viewpoint is still and moving images.
3. AUDIO –comprising aspects such as volume, pitch, and

rhythm of music and sound effects.
4. GESTURAL –comprising aspects such as movement,

speed, and stillness in facial expression ad body
language.
5. SPATIAL –comprising aspects such as proximity,

direction, position, of layout and organization of objects in
space.
Page 2
TEXT FOR DIFFERENT TARGET AUDIENCE
A target audience is the person or group of people or a piece of writing that is

intended to reach. It is important for a writer to know who will be reading his or her
writing.
This audience is the person or group of people the writer is aiming for or trying to
reach.
1. PINPOINT WHAT IS SPECIAL ABOUT YOUR BOOK
- What is your book all about?

- What makes your book different from the other books
2. DETERMINE SOME DEMOGRAPHICS
- Demographic means changes that occur
3. FEED THE PREVIOUS FOUR TIPS INTO EACH OTHER TO GAIN EVEN MORE
INSIGHT AND NARROW DOWN WHO
YOUR TARGET AUDIENCE/S IS/ARE.
HOW TO USE YOUR TARGET

AUDIENCE
1. IDENTIFY WHERE YOUR TARGET

AUDIENCE HANGS OUT, THEN BE THERE
- Look at the users of certain social media sites,

the readership of publications in which you
advertise blogs on which you guest post, etc.
Page 3
2. CONCENTRATE ON THE BUYERS.
- Anyone who shares your work is great help to you.
3. WORK CONNECTIONS YOU HAVE FOUND TO POPULAR BOOKS IN THE SAME

VEIN AS YOURSV BY APPEALING TO THOSE BOOKS’ READERS
- Integrate the things you think good while reading popular books. It will help
making your craft better.
4. HONE IN ON YOUR TARGET AUDIENCE WHEN YOU DECIDE ON BRANDING

SUCH AS COVER DESIGN.
- Your target audience should be the heart of you story next to the story you have.
WAYS IN PRESENTING THE TEXT
Most presenters simply slap some text into their slides without thinking much
about it.
According to Adam Noar (2017), don’t

make this mistake. He further stated that you
must follow the five practical methods to
improve the way you overlay text into your
presentation.
METHOD 1: APPLY TEXT DIRECTLY
The first and easiest way is to put text

directly on an image. Just be sure to have a clean
and simple image (with ample whitespace) that
makes text appear legible. If the image has a lot of
“noise” it will make your text difficult to see.
Page 4
METHOD 2: TEXT-IN-A-BOX
This method is very simple. All you have to do is add a transparent shape and
add some white text. If the overlay is opaque enough, you can have just about any
image underneath and the text will still be eligible.
METHOD 3: OVERLAY THE WHOLE IMAGE
Another method is to create an overlay over the

entire background image by using a simple PowerPoint
shape. To create an overlay, simply add a transparent
and translucent shape on top of the background image.
Overlays help to add a subtle trace of color to objects on
a slide. A black or dark overlay using translucent black
shape is recommended when the original image is too
bright or has too much contrast for the text to be eligible.
While a black overlay is simplest and most versatile, you can always use a color overlay
as well.
METHOD 4: BLUR THE IMAGE
A simple way for making overlaid text

legible is to blur all or part of the background
image. Blurring your image will help your text
appear legible.
METHOD 5: FLOOR FADE
The floor fade is when you add a

gradient over an image that subtly fades
towards black at the bottom. Make sure to play
attention to the direction of the fade in order to
Page 5
achieve your desired effect. This effect will make your image look the most natural to
the eye since the image is slightly darker at the bottom and the light is coming from the
top.
TEN CLEVER TRICKS FOR ADDING TEXT TO

IMAGES (BY: ADAM NAOR)
When you are creating a PowerPoint

presentation and want it look as snazzy as possible,
there is a lot you can do to make your slides shine with
the brightness and glory of thousand suns.
You can also add beautiful background

textures, have complimentary fonts or just buy a
ready-made template.
linkedin.com
1. ADD SOME PERSPECTIVE
- Sometimes it can be a good idea to play

around with the perspective in your slide –
keeping your text front and center in the
foreground all the time can get a bit stale.
- A great way to change up the monotony is
to set the text so that it appears to be
receding backwards into the image.
2. MAKE THE TEXT PART OF THE SCENE
- This perfect example of integrating your display

text into the scene of the image you are using.
- The display text is manipulated to conform to the
contours of the mountain that is the focal point of the image, creating a clear tie-
in between the image itself and the idea being expressed.
Page 6
3. ADD ICONS FOR EMPHASIS
- Sometimes the best way to get your point

across is to add simple, preferably flat
designed icons to your presentation slides.
- It goes without saying that if you do use an
icon or vector, make sure that it compliments
your image.
4. GO BIG
- Size matters when it comes to the size of your

display text,
- Sometimes you do not have to do anything
else to an image to make it stand out other
than smack some size 225 font text on that
puppy and let it do all the taking.
5. COMBINE 2-3 DIFFERENT FONT SIZES
- To create eye-catching visuals with your display

text, mix up the size of your text.
- This technique looks great and is quite effective
at drawing your attention to the bigger, more
significant keywords in the text.
Page 7
6. BE BOLD WITH KEYWORDS
- It is very important to be concise with

the text you use on presentation slide.
- You create display text for a slide.
- It should already be pared down to the
essentials.
7. PLAY WITH THE ORIENTATION
- The orientation, or angle at which you

present your text, is another variable at
your control when you are designing
effective display text for your
presentation slides.
8. ADD SHAPES FOR EMPHASIS
- This is very applicable especially if you are

using a bright, catchy image background.
- Making your font really big is one solution.
9. STACK YOUR TEXT INTO AN INVISIBLE SHAPE
- Grouping the display text into an invisible shape in contrast to whatever in in the
image background.
10. COMBINE LIGHT AND BOLD FONTS TOGETHER FOR IMPACT
11. COMBINE LIGHT AND BOLD FONTS TO HIGHLIGHT IDEAS
Page 8
MESSAGE OF THE TEXT
BASIC TEXT MESSAGING
- You can send a text message to any

modern cellphone even if you use a
different wireless provider.
- Each text message is limited to 160
characters, including spaces.
- Check your cell phone plan to see how
much text messaging or texting costs
PRESENTING THE PURPOSE, TONE, AUDIENCE, AND CONTENT OF THE TEXT
- Even if you are reading a thrilling novel or an interesting news article, you will
likely lose interest in what the author has to say very quickly.
- Paragraphs separate ideas into logical, manageable chunks,
- One paragraph focuses only one main idea and presents coherent sentences.
THREE ELEMENTS THAT SHAPE THE CONTENT OF EACH PARAGRAPH:
1. PURPOSE –the reason the writer

composes the paragraph.
2. TONE –the attitude the writer conveys

about the paragraph.
3. AUDIENCE –The individual or group

where the writer intends to address.
Page 9
- The purpose, audience, and tone dictate what the paragraph covers and how it
will support one main point.
- The sections cover how purpose, audience, and tone affect reading and writing
paragraphs.
- The purpose for a piece of writing identifies the reason you write a particular
document.
- The purpose of a piece of writing answers the question “WHY?”
- In academic settings, the reasons for writing fulfill four main purposes;
 To summarize
 To analyze
 To synthesize
 To evaluate
Page 10

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MODULE PURPOSIVE COMMUNICATION

CHAPTER 1: BASIC CONCEPTS IN COMMUNICATION:

BACKGROUND AND RATIONALE

PURPOSIVE COMMUNICATION: BACKROUND AND RATIONALE

Purposive communication is about writing, speaking, and presenting to different

THE FIVE SKILLS OF COMMUNICATION

They are studied and stimulated

 listen, comprehend, critique, and respond fully-well to live or recorded

1. Communication is a process of transmitting or conveying information to others.

3. Communication is the act or process of using work, sources, signs, or behaviors to

4. Communication is a message that is given to someone such as letter, telephone call,

5. Communication is a way of sending information to people by using technology (radio,

SOME WRITERS DEFINED COMMUNICATION THIS WAY:

1. Koontz and O’Donnel- Communication is an intercourse by words, letters, symbols

2. Newman and Summer- Communication is an exchange of facts, ideas, opinions, or

- Every communication or business concern has specified objectives. And to

- Communication is essential in different level of organization –educational,

1. Helps in achieving co-ordination

- Co-ordination can only be achievable by the means of communication.

2. Helps in smooth working

- Communication helps in the smooth running of an enterprise or business.

3. Increased managerial efficiency

- Managers spent their 75% of their time in communication.

- Effective implementation and decision-making by the management can be

5. Helps in maintaining industrial peace

- Lack of communication or improper communication may result in industrial

6. Helps in recruitment process

- Recruitment needs communication.

7. Helps employees to perform effectively

- It is needed to enable the employees perform their functions effectively.

8. Helps to acquaint subordinates with their evaluation

- Communication is needed to acquaint the subordinates with the evaluation of

9. Helps in teaching employees about personal safety

- Communication is needed to teach employees about their personal safety on the

10. Helps in projecting the image of the company

11. Helps managers in performing his functions

- Communication helps the manager in performing his managerial functions such

Effective communication is important in executing a planned program and also in

11. Describe ideas, makes requests, and solves problems

EXAMPLES OF VERBAL COMMUNICATION

CLASSIFICATION OF VERBAL COMMUNICATION

TYPES OF VERBAL COMMUNICATION

 Others define non-verbal communication as the process of exchanging

FIVE NON-VERBAL BEHAVIORS/ELEMENTS OF NON-VERBAL COMMUNICATION

1. Vocalics/Paralanguage –refers to the use of

2. Proxemics –refers to the use of space to convey

3. Chronemics –is an attitude of time which discloses

4. Artifacts- refer to the things a person owns, use, wear,

5. Movement –is your posture, gesture, facial expression,

FUNCTIONS OF NON-VERBAL COMMUNICATION

IMPORTANCE OF NON-VERBAL COMMUNICATION

 Here are the ten principles according to David Crossman (2017):

 Here are the seven C’s of Communication according to Herbert Hildebrandt

 Check the flow of your information

TEN BASICS ETHICAL COMMUNICATION

KEY PRINCIPLES OF ETHICAL COMMUNICATION

The four key principles of ethical communication are the following:

2. Openness to other views

CHAPTER 2: COMMUNICATION AND GLOBALIZATION

CULTURAL ISSUES AFFECTING COMMUNICATION

FACTORS AFFECTING THE FIELD OF COMMUNICATION

1. Cultural identity 5. Individual personalities

2. Racial identity 6. Social change