Second Semester, AY 2021-2022

Subject: ENGL 2 Purposive Communication Day:

Topic/s: Types of Communication, Communication Models, Forms of Communication Time:
Instructor: Mary Donneli C. Alcoser,LPT / 09129143705
Directions: Read the discussions and answer the following exercises carefully. Write your answers on a
yellow pad.

Module 2
Objectives: Upon completion of this lesson, the student should be able to:

a. identify the types of communication in relation to communication mode, context, purpose and style;
b. evaluate the differences between intrapersonal, interpersonal, extended, intercultural, and organizational communication;
c. distinguish the difference between the different types of communication through a roleplay;
d. identify the various communication modes and how they help in expressing one’s communicative intent; and
e. identify the positive and negative dimensions of the use of technology in communication.

WHAT IS COMMUNICATION?
Depending on what is being considered, communication as a term takes on different contexts resulting in people
having different views on communication types. Since communication is generally defined as the exchange of thoughts,
ideas, concepts, and views between or among two or more people, various contexts come into play. Context is the
circumstance or environment in which communication takes place. Such circumstance may include the physical or actual
setting, the value positions of a speaker/listener, and the relevance or appropriateness of a message conveyed. It focuses
on certain communication processes and even groupings of people that constitute a communication situation.
Different contexts can impact one's communication. Each communication type is governed by a particular
circumstance. Thus, it is essential to pay attention to the interplay of factors surrounding the context of communication
which may be physical, cultural, social, and psychological in nature. Communication may then be classified according to:
(1) communication mode, (2) context, and (3) purpose and style.
TYPES OF COMMUNICATION ACCORDING TO MODE
A message may be conveyed via these types: verbal- non-verbal and visual. Though communication is often
thought of as verbal, the non-verbal mode is equally essential as it enhances one's message.
1. VERBAL - NON-VERBAL COMMUNICATION
Effective communication calls for the blending of these two types. One cannot be separated from the other. For
instance, door-to-door salespersons who demonstrate product knowledge can only be effective if they know how to
properly punctuate what they say with proper gestures and facial expressions. Their communication with the customer
begins upon greeting him/her with a welcoming smile then assessing customer needs and answering customer queries
enhanced by gestures and a friendly, happy, and pleasant disposition. It is only through this mode that salespeople with
excellent communication skills are able to provide the best information needed, thereby convincing the client to patronize
their products.
When you were in Senior High School, you were trained to blend verbal and non-verbal modes of
communication. In fact, when meeting people for the first time, as what you may have experienced many times, the initial
meeting when you speak during the first few minutes is significant as it leaves a lasting impression on your listeners. You
show interest in meeting these people by acknowledging their presence through an amiable, congenial disposition, and a
smiling face. Rather than just speaking, it is to use the non-verbal code through a handshake, an approving facial
expression, and a kind disposition or character.
2. VISUAL COMMUNICATION
Visual communication, on the other hand, is the type of communication that uses
visuals to convey information and/or messages. Some examples are signs, symbols,
imagery, maps, graphs, charts, diagrams, pictograms, photos, drawings or illustrations, and
even various forms of electronic communication. Some examples of electronic
communication symbols or images are the emojis, emoticons, and animation among others
to convey the writer's emotions or clarify the intent of the message sender. These are achieved through digital mode or
text.
How these symbols are interpreted is very crucial in visual communication. There are some instances when visual
communication is classified under non-verbal communication. Whatever the classification is, note that this type has now

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become pervasive in communication. It is then important that the receiver of the message is able to decode the meaning
correctly by contextualizing the information received.
Visual communication now occupies an important place in any work environment. For instance, during presentations,
instructors, managers, doctors, lawyers, legislators, and the like use visuals to transfer data into digestible information.
Very likely, they will have greater success in catching the attention of the audience, making the latter easily recall the
information. What makes visual communication even more advantageous is that it makes use of technology that provides
apps (applications), videos, and images that rely less on the printed word making presentations more interesting. This
leaves a powerful effect on the audience and prospective clients. Speakers/presenters should, however, be mindful of the
content of their presentation since wrong and irrelevant information may lead to miscommunication or communication
breakdown, thereby defeating the very purpose for the use of visuals. Likewise, they should pay attention to graphic
elements, such as position, color, size, shape, and orientation as all these play an important role in the preparation of
slides. Audience size should be considered as well when preparing slide presentations or other forms of visuals.
TYPES OF COMMUNICATION ACCORDING TO CONTEXT
In this sub-section, context in communication is referred to as a composite of people interacting with each other.
Communication may also be classified according to context: (1) intrapersonal; (2) interpersonal; (3) extended; (4)
organizational communication; and (5) intercultural communication.
1. INTRAPERSONAL COMMUNICATION

The Latin prefix intra- means within or inside. Intrapersonal communication then means talking to oneself. Some
label it as self or inner talk, inner monologue, or inner dialogue. Psychologists call it with other names such as self-
verbalization or self-statement.
Do you find it normal to talk to yourself? Some say it is, some say it's not. The
gauge, however, rests on the frequency of the occurrence and how you handle such.
For instance, if you find yourself talking to yourself, there is really no need for you to
answer back. You talk to yourself because you think that there is the need to: boost
your confidence when you are nervous to speak in front of an audience, apprise
yourself that you performed a good job, or console yourself that you did a task
poorly. Moreover, engaging in inner speech such as fantasizing or daydreaming is not bad as long as you are able to
distinguish it from reality.
Self-talk can be advantageous as it can enable you to practice what you ought to say in times when you lack the
motivation and confidence to speak. One magic statement that you can try is: "I can do it!" Saying this over and over
again will give you positive reinforcement that you can do things courageously and that it is not impossible to do so.
Furthermore, as you respond to life's challenges, you may also find yourself verbalizing your thoughts and feelings. It is
then important that as you introspect, you are able to improve on your decisions in life and likewise enhance your self-
worth as a person.
2. INTERPERSONAL COMMUNICATION

As opposed to intra, the Latin prefix inter- means between among, and together. An interactive
exchange takes place as interpersonal communication takes place. However, as it occurs, a transaction does
not necessarily take place since it can only be a simple interaction such as greetings, getting to know a
person or ordinary conversations that happen between or among the interactants. This may occur in dyads
or small groups, also known as group communication.
A communication situation is interpersonal if it is meant to establish or deepen one's relationship with others.
However, if the objective is to achieve something at the end of the conversation, it becomes transactional. While the
former is characterized by less seriousness and formality, the latter is more formal and profound. Whereas interpersonal
talks are meant for maintaining social relationships, transactional talks aim to accomplish or resolve something at the end
of the conversation.
3. EXTENDED COMMUNICATION

Extended communication involves the use of electronic media. Unlike before when
it only called for the use of television and radio, nowadays, the description of extended
communication may be expanded as to include tele, audio, or phone conferencing;
video-conferencing; Skype calls; and other technological means. For example, linked by
a telecommunication system, people who are far apart, or are far from the venue, can
participate in a meeting or a conference. In an e-conference like this, participants may
not be physically present but are still able to track down the lectures and participate actively because of the mass
articulation and dissemination of information, allowing speakers to reach a wider group of listeners. Since extended

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communication is public in nature, speakers are expected to be prepared when they speak, making their language more
formal.
With the use of electronic media, messages are transmitted quickly. For instance, with the use of the Internet, recorded
videos may be transmitted in seconds/minutes and may be viewed by a greater number of people. With extended
communication, your own thinking, behavior, and attitude may be influenced by other people and you may be persuaded
to take the views you hear. It is important then that you weigh what you hear and assess them against those beliefs that
you hold onto so you do not get easily swayed by other people's convictions.
4. ORGANIZATIONAL COMMUNICATION
With this type, the focus is on the role that communication plays in organizational contexts. Organizations comprise
individuals who work for the company. When you graduate, for example, you become a professional, either working for a
company or putting up your own. Whichever, you should know that each organization has expectations that you as a
communication professional should meet or that you as the owner may establish.
For an organization to be successful, a system of communication should be put in place. A set of rules or standards for
communication protocol should be made clear so that interaction patterns are established. On the part of the individual,
you should be equipped with the needed oral and written communication skills that the organization expects you to
possess.
There are two types of organizational structure: (1) formal and (2) informal. Formal structure allows communication
to take place via designated channels of message flow between positions in the organization. This may make use of four
approaches: (1) downward communication, (2) upward communication, (3) horizontal communication, and (4) crosswise
communication. As the term implies, downward communication is the type that flows from upper to lower positions, i.e.,
president to a manager or supervisor, a manager to an ordinary staff. The flow of communication is top-down or from a
superior to a subordinate, usually asking certain individuals to perform a certain task. Conversely, message transmission
in upward communication is bottom-up in which subordinates send communication to their superiors/bosses bearing their
views/feedback on organizational policies, issues related to their jobs, and the like. Horizontal communication is lateral in
approach as it takes place among people belonging to the same level but coming from different departments or units to
facilitate performance of tasks through proper coordination. Crosswise approach is diagonal in nature as employees from
different units or departments working at various levels communicate with each other. Each of these communication
approaches has its own advantages and disadvantages. Note that these structures are usually presented in the company's
organizational chart and policy manuals.
Informal communication, on the other hand, comes from unofficial channels of message flow. Also known as
'grapevine,' messages coming from the different levels of the organization are transmitted. This occurs due to the
dissatisfaction of some employees accompanied by uncertainty, such as superiors playing favorites and unfavorable or
unacceptable company rules and regulations. Some employees even resort to baseless gossips and rumors which they
spread like wild fire. Tracing the origin of a rumor is almost next to impossible. In fact, when some people are confronted,
they impute the blame to others so they can get out of the mess quickly.
Each organization has its own culture. This is referred to as 'organizational culture.' Based on its history and
development, an organization develops its own core values, vision and mission statements, goals, and objectives.
Organizational culture is of utmost significance since it will dictate the kind of behavior that employees should possess as
well as the extent of commitment expected from them by the organization. They all share in the values, practices, vision,
and mission of the organization. Peter Drucker's famous quote, "Company cultures are like country cultures. Never try to
change one. Try instead, to work, with what you've got," underscores the view that indeed, culture is within the control of
the entrepreneur or company owner. If at the outset, you think you cannot adapt to the organization's culture, better look
for another job or workplace where you will be happy and in harmony with your superiors and colleagues.
5. INTERCULTURAL COMMUNICATION

Another type of communication is intercultural communication. As the term

implies, it is communication between or among people having different linguistic,
religious, ethnic, social, and professional backgrounds. Even gender difference affects
communication. Individuals having different orientations communicate and interpret
messages differently. This particularly happens with non-verbal communication. For
instance, Australians consider eye contact as important in assessing the sincerity of a
person while for Indians, looking straight into the eyes of a person while talking is
inappropriate. This does not, however, mean that they are dishonest or insincere. Moreover, Indians interpret waving of
hands from side to side as no or go away while it means hello among Westerners. For Filipinos, twitching of lips means to
refer to something or someone. When someone asks: "Where is my book?" Instead of responding: "There it is," the
response may be twitching or puckering lips. When seen by people from other cultures, such facial expression may be
taken to mean as "seduction." It is important then not to be judgmental or to rush into interpretations as cultures
sometimes vary enormously.

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 Similarly, linguistic differences are of the essence. With the advent of World Englishes, different cultures develop
different lexicon peculiar only to the speech community. In the Philippines, a local variety of English called Philippine
English has been developed which has introduced lexical innovation, not found or used in other varieties, such as thrice,
batchmates, CR (comfort room), solons, barangay captain, and high blood. Even in terms of pronunciation, words are
pronounced differently by Filipinos, which, to some, are considered erroneous. For instance, these supposedly pronounced
with a hard /th/ represented with a / ð/ is pronounced instead with a /d/ by the average Filipino since hard /th/ is not part of
the Filipino phonology.
TYPES OF COMMUNICATION ACCORDING TO PURPOSE AND STYLE
Finally, communication may be classified according to purpose and style. Earlier, formal and informal
communication have been discussed in relation to organization communication. Similarly, the types of communication in
relation to purpose and style are formal and informal. However, rather than focusing on the transmission of message and
message flow, the focus here is on the communication setting and the mode of delivery. Formal communication employs
formal language delivered orally or in written form. Lectures, public talks/speeches, research and project proposals,
reports, and business letters, among others are all considered formal situations and writings. Note that while lectures and
speeches are delivered orally, the texts have been thought out carefully and written well before they are delivered. To
inform, to entertain, and to persuade are the main objectives of this type of communication. On the other hand, informal
communication certainly does not employ formal language. It involves personal and ordinary conversations with friends,
family members, or acquaintances about anything under the sun. The mode may be oral as in face-to-face, ordinary or
everyday talks and phone calls, or written as in the case of e-mail messages, personal notes, letters, or text messages. The
purpose is simply to socialize and enhance relationships.
COMMUNICATION MODELS
In the earlier discussion, you learned about the types of communication mode, context, and purpose and style. In
this lesson, you will review the nature of the communication process and some important communication models.
Why is it important that you know the communication models? You will realize their importance because they
will help you understand how a communication process works. It is only by knowing the flow of communication that you
will be able to make the communication process effective.
A model is often abstract. It is a representation of a real world phenomenon applied to different forms. The
interplay of variables in the model is represented graphically. Try to assess later what comprises the communication
models and what variables are common to each of them.
There are many conceptual models for human communication but in this lesson, you will be exposed to only four:
(1) Aristotle's model; (2) Laswell's model; (3) Shannon-Weaver's model; and (4) David Berlo's model of communication.
ARISTOTLE'S COMMUNICATION MODEL
Classical rhetoric dates back to ancient Greece during the time of
Plato, Aristotle, and the Greek Sophists who were great rhetoricians.
Effective public speaking was an important consideration in the study of
communication. They were good at argumentation and debate and speech
was characterized by repartee.
Aristotle emphasized that there are three variables in the communication process: speaker, speech, and audience
as illustrated in the communication flow.
Note that the speaker variable here is very important. Without the speaker, there will be no speech to be produced.
Depending on the profile of the audience, the speaker adjusts his/her speech. Some considerations for the audience
demographics are age, sex, background, culture, race, religion, gender, social and economic status, and political
orientation or inclination, among others. Even beliefs, views, and attitudes also play an important role when talking about
audience consideration since oftentimes, the audience bring these with them when they decode a message in any given
situation.
LASWELL'S COMMUNICATION MODEL
In 1948, Harold Dwight Laswell described communication as being focused on the following Ws: Who says What
in Which channel to Whom and with What effect as seen in the model below:

The whole process of communication begins with the communicator (who) sending out a message (what) using a
medium (in which channel) for a receiver (to whom) experiencing an effect (with what effect) afterwards. The process
may be analyzed through the content sent, the medium used, as
well as the effect on the recipient of the message. While this model
is similar to Aristotle's in the sense that both are linear and have

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the same components, Laswell's also differs in that there are five variables involved, with the addition of two: medium
and effect.
SHANNON-WEAVER'S COMMUNICATION MODEL
Claude Elwood Shannon and Warren Weaver's model of communication was introduced in 1949, a year after Laswell's,
for Bell Laboratories. Originally, it was conceptualized for the functioning of the radio and television serving as a model
for technical communication and, later on, adopted in the field of communication. In this model, other components such
as noise, reception, destination, and feedback have been identified. Other terms such as information source for the sender,
transmitter for the encoder, decoder (reception), and receiver (destination) were introduced.
BERLO's COMMUNICATION MODEL
David Berlo's model conceptualized in 1960 is probably the most
well-known among the communication models. Initially, Berlo's model was
called SMCR which stands for sender of the message, sent through a channel
or medium to a receiver. However, it was modified later on to include noise,
hence the acronym SMCRN.
The major variables involved in the communication process are (1)
source, (2) message, (3) channel, and (4) receiver.
The source being the originator of the message acts as the encoder.
As such, the encoder should practice communication skills such as listening,
speaking, reading, and writing. His/her attitude towards the audience or the
subject as well as his/her knowledge about the topic on hand likewise counts
along with the social system that he/she is in which includes values, beliefs
and practices, and culture.
The second variable which is message includes (1) content; (2) elements such as the language used and gestures
employed; (3) treatment or the manner by which the message is transmitted; and (4) structure which refers to the
arrangement of parts or flow of the message. The code shows how the message is sent: that is, the language (verbal code)
used and the accompanying gestures (non-verbal code) employed. Note that there should be no mismatch between the
verbal and non-verbal codes.
The third variable which is channel refers to the different senses: seeing, hearing, smelling, tasting, and touching.
Finally, the fourth variable is receiver, the one who decodes the message. Note that the components of this last variable
are similar to those of the first since for communication to be effective, both the source and the receiver should have good
communication skills.
FORMS OF COMMUNICATION
In the previous pages of this module, you learned about the communication types. Note that this topic overlaps
with the lesson on communication mode which is the focus of this unit. Thus, it is important for you to know how
communication types and modes complement each other to achieve good communication.

COMMUNICATION MODES
Communication mode refers to the channel through which one expresses his/her communicative intent. It is the
medium through which one conveys his/her thoughts. Views or feelings can be communicated through face-to-face
interaction, video, or audio. The mode may also be text-based.
The most common of all these modes is the face-to-face interaction. It is an informal or casual conversation
between two or more people. People engage in social conversations to establish relationships or maintain them. It is one
way of gaining new acquaintances or friends. How to speak, what to speak, when to speak, and to whom one is speaking
are all important considerations in building relationships.

How then do you initiate conversations? Faced with a group of new people who you do not know in a social
gathering, you should be able to begin a conversation. You will be able to test the saying: "First impressions last." In this
case, depending on the kind of impression you leave to your audience, you create either a positive or a negative image of
yourself. One advantage of face-to-face interaction is that aside from directly hearing the message being conveyed, you
are able to note visual cues through facial expressions, gestures, movements, or even objects or realia from the person/s
you are communicating with.
Another mode of communication is video. Web cameras are used so that two or more people who cannot interact
face-to-face can communicate. If there are no technical glitches encountered, this could be a very effective mode of
communication especially for people separated by distance. For example, you may engage in a conversation via Skype
with your loved ones especially during significant, meaningful or memorable occasions. You are able to hear clearly the
voice and see up close the face of your beloved. Other electronic applications that allow video calls are Viber, WhatsApp,
Apple FaceTime, and Facebook Messenger, among others. In more formal settings, people can also engage in
videoconferencing. While this is a convenient communication mode for people who want to reach out to each other

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despite distance, a disadvantage is the time zone difference between countries. In this case, one of them should make the
necessary adjustments to pave the way for a successful communication.
The third mode of communication is audio. Audio means transmitted sound. Thus, in this mode of
communication, only the voice of the speaker is heard. Ordinarily, someone's voice is heard through the telephone or an
answering machine when the other party is not able to answer a call. In Skype, when a person cannot be contacted or is
not online, a voice message or voice mail can be sent. An obvious downside of this mode is not being able to see the body
language or cues of the person you are talking to. The audio communication mode is quite difficult especially if you are
listening to people with different accents. For instance, in relation to the World Englishes paradigm, other speakers of
English apart from those who speak it as a native language may find it peculiar listening to the accent of Filipinos. Some
Filipinos are not able to distinguish the sound of /I/ and /i/ in English words as in the examples sin and seen. Some are not
able to produce the sound of hard and soft /th/ and simply substitute /d/ as in the examples those and dos and thing and
ting. Some also interchange /v/ with /b/ and /f/ with /p/.

The fourth and last mode is text-based communication such as e-mail, facsimile, text messaging, and instant
messaging. Social networking sites such as Facebook, Twitter, and Instagram likewise offer text-based interaction. While
text-based communication mode does not originally provide video and audio benefits, it has a wider reach and can
disseminate information to a bigger audience quickly.
The last three modes are all virtual in nature. Those engaged in communication are able to hear and/or see each
other in real time simulating the actual physical setting.
COMMUNICATION IN SOCIAL MEDIA
There are various modes through which we communicate with each other. In the past, these modes took the form
of handwritten messages, typewritten messages, short telegrams, computer-encoded texts, as well as landline telephone
conversations, and audio/ video recorded messages. Because each mode of communication is distinct from the other, the
ways in which we craft our messages differ. For example, there is a greater tendency for us to write a longer, more
visually detailed message if we encode it using a computer. If we handwrite the same message, or deliver it through an
audio recording, the message will not be the same.
Today, with the rapid rise and spread of Internet connectivity, the old forms of communication have given way to
new forms that make communication easier and faster.

EXERCISE NO. 1. ENUMERATION

1-3. What are the types of communication according to mode?
4-8. What are the types of communication according to context?
9-10. What are the types of communication according to purpose and style?
11-12. What are the two types of organizational structure?
13-16. What are the four approaches in formal organizational communication?
17-20. What are the four modes in which we can communicate our intent?

EXERCISE NO. 2. IDENTIFICATION

1. It is a latin prefix which means between, among, and together.
2. It is the type of communication which involves the use of electronic media.
3. This type of communication can be advantageous as it can enable you to practice what you ought to say in times
when you lack the motivation and confidence to speak.
4. It is the type of communication which employs formal language delivered orally or in written form.
5. It is a latin prefix which means within or inside.
6. It is the circumstance or environment in which communication takes place.
7. It is a type of communication wherein the message is transmitted through the spoken words.
8. It is the use of visual elements to convey ideas and information which include but are not limited to, signs,
typography, drawing, graphic design, illustration, industrial design, etc.
9. It is a type of communication that focuses on the communication and information flow within organizations
through different roles of the media. 
10. It is a discipline that studies communication across different cultures and social groups, or how culture affects
communication.

AGREEMENT. Enumerate and define the different types of communication according to mode, context, and purpose
and style. Provide an example for each type. (5 points each item, total of 50 points)
PROJECT: Interview at least 3 people about the different forms of communication (Description, Primary Use,
Advantages, and Disadvantages). Since you will be interviewing 3 people, there should be three tables also. After the
interview, summarize the information you gathered then write your conclusion/generalization. Write your interviewee’s
answers on a short bond paper and put it in a white folder. Provide a cover page.

Forms of Description Primary Use Advantages Disadvantages

Communication
Telegrams (Telegraph
messages)
Handwritten letters or
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 messages
Typewritten letters or
messages
E-mail messages
Text (or SMS)
messages
Facebook posts
Video Conferencing
Phone calls

Submission of Project: The date you will submit your module 1 and 2.

References:
Madrunio, Marilu R., and Martin, Isabel P. Purposive Communication, 2018.
Uychoco, Marikit Tara A. and Santos, Maria Lorena. Communication for Society Purposive Communication,
2018.
Ambida, Roger S., et al. Purposive Communication, 2019.