o the act of passing or sharing of
PURPOSIVE
COMMUNICATION
Purposive Communication
o writing, speaking, and presenting to
different audiences and for various
purposes
o develops students’ communicative
competence and enhances their cultural
and intercultural awareness
o provides opportunities for
communicating effectively and
appropriately to a multicultural audience
in a local or global context
o equips students with tools for critical
evaluation of a variety of texts and
focuses on the power of language and
the impact of images to emphasize the
importance of conveying messages
responsibly
Module 1. Exploring
Communication
Lesson 1. Communication Processes,
Principles and Ethics
Written Communication
o the process of conveying a message
through written symbol
o the most common and effective mode of
business communication
E.g., memo, reports, and letters
“cultural proficiency doesn’t mean memorizing
every cultural nuance of every market. It’s
knowing when to listen, when to ask for help,
and when—finally—to speak” – Genevieve
Hilton
Communication in the aspect of Global
Environment
o vital for businesses to effectively
explain how their products and services
differ from their competitors
o necessary for individuals to express
themselves and to fulfill basic needs and
holds true for business, governments and
countries
Communication Defined
information from one person to another.
o the sharing or exchange of thoughts,
ideas, feelings with others or within a
group (Oxford Advanced Learner’s
Dictionary)
o the glue that holds together societies: the
withness part of the Latin term cum-
munis (to work publicly together with)
- Groenbeck (1990)
o the process of sending and
receiving messages or
transferring information from
one part (sender) to another
(receiver)
SMCR Model of Communication
o In 1960, David Berlo expanded
Shannon and Weavers (1949)
linear model of communication
which leads to the creation of
SMCR Model of
Communication (Berlo’s
Model of Communication)
4 Factors of Berlo’s Model of Communication
1. Sender (S)
 the source or encoder
 the origin of thoughts
 the person who transfers the
information to the receiver
2. Message (M)
 it is created by the conversion of
thoughts into words, and this
process is called encoding
 verbal, non-verbal (facial
expressions or gestures), or
graphic (writings, symbols,
signs or pictures)
Failure to interpret a message,
particularly non-verbal, may lead to
miscommunication
 the message should be properly
structured in order to convey the
information successfully.
3. Channel (C)
 the medium how the
information flows from the
sender to the receiver.
Five senses are channels for human
communication.
 in modern generation,
communication is carried out by
technology-based channels.
 i.e. social media
platforms
 public communication delivers
message via radio, televisions,
newspaper and etc.
4. Receiver (R)
 the decoder of the message
When the message reaches the receiver,
the receiver tries to comprehend the
significance of the message and then
responds accordingly, this process is
called decoding.
The receiver is expected to possess
The one receiving the message is
expected to possess:
o Good communication skills to
understand what the speaker is
trying to convey;
o The right attitude to understand
the message in a positive way;
and
o Equal understanding of social
and cultural backgrounds to put
the message in the proper
perspective.
5. Noise (N)
 any type of disruption that
interferes with the transmission
or interpretation of message
 it can influence the efficacy of
communication process
 it can be internal
(psychological), external, and
semantic (comprehension of
receiver, i.e. confusion,
empathy, and idioms classified
as either physical or
psychological)
- physical (i.e.
slamming the door)
- psychological (i.e.
bodily/mental
conditions)
NOTE: The context is important in
communication.
Barrier to Communication
1. Physical Barriers
o environmental elements that
affects the person’s ability to
process or convey information
i.e. talking to a friend in a bar
with banging loud music
loud music (environmental
noise), impacts the
communication due to
interference in the sense of
hearing, thus affects
understanding
2. Physiological Barriers
o bodily or organic characteristics
of the speaker or listeners that
interfere with the transmission
or reception of information
i.e. fatigue may affect a person’s
concentration leading to
difficulties in keeping up with
the conversation.
3. Psychological Barriers
o has something to do with beliefs
or in common term, prejudice.
i.e. we fail to listen and
understand other’s because our
own beliefs create a gap to
connect with people of different
beliefs.
4. Language Barriers
o words mean different things to
different people
 Improper use of words may confuse
listeners and may result to
undesirable behavior or unfavorable
reception on the part of the listeners.
 Incorrect pronunciation, complex
sentences, faulty grammar and
spelling may confuse listeners or
readers and may result to
undesirable behavior or unfavorable
reception.
 Insensitive and discriminatory terms
should also be avoided. Terms such
as differently abled for the
handicapped and informal settlers
for squatters are less offensive to
hear.
NOTE: Better communication entails the use of
correct and precise word depending on context
and the communicator’s facility in the use of
language.
Principles of Ethical Communication
 Emotional intelligence/empathy as the
precursor of all soft skills, which allows
all personnel to be understood, and to
effectively communicate with others.
1. Be Truthful and Honest
o being honest means
communicating what is known
to be true to a listener, with no
intent to deceive or present only
parts of the truth.
o beings as objective as possible
o ‘do not lie’
2. Active Listening
o it is necessary for the recipient
to pro-actively listen to the
speaker, and to not just hear
what they want to hear, or to
hear only parts of the
conversation.
o ‘response is important’
3. Speak Non-Judgmentally
o speak in a non-judgmental
manner with every recipient,
negating unnecessary conflict,
which typically creates a
breakdown in communication
and causes misunderstandings
o unnecessary conflicts from
unethical communication is not
good in any business
4. Speak from Your Own Experience
o bringing your personal
experience into a dialogue with
business listeners is important,
providing backup for your
arguments with something more
tangible
o it supports your claim which
leads to better understanding for
the listeners
5. Consider the Receivers Preferred
Communication Chanel
o use a communication channel
that is preferred by your target
audience (i.e. face-to-face,
email, phone call and etc.)
o in presenting data to a business
audience, be aware of the
preferred method of
presentation for that business
6. Strive to Understand
o it is important for listeners to
strive and fully understand what
is being said before responding
o reading “in between the lines” is
also an important skill that
allows for understanding what
isn’t said, but was implicitly
said or implied
7. Avoid a Negative Tone
o avoid rudeness, be polite and
professional, and have tact
o ‘it’s not only important what
you say, but how you say it’
o tone is one of the most critical
facets of communication
Note: Keeping the tone positive/neutral
is best, as the tone of a verbal/written
message is always picked up by the
receiver, and can alter how the message
is received and/or understood.
8. Do Not Interrupt Others
o allowing others to speak is
important for the creation of
civil, effective working
environment
o in this context, interruption
hinders corporate progress and
creates conflicts
o ‘respect’ the speaker and the
listener
9. Respect Privacy and Confidentiality
o honoring client and employee’s
confidentiality and privacy can
have a wide range of positive
implications (i.e. protects a
person from becoming a
‘marites’)
10. Accept Responsibility
o take responsibility for the
actions that result from one’s
word, whether it be good or bad
o owning one’s words reinforces
the importance of being
conscientious about ethical
communication.
Ethical Communication in an Organization
o In business organizations,
communicating concisely, ethically, and
 appropriately are all necessary for a
business to operate effectively and
efficiently.
o Operating according to a
communication-based code of ethics is
important for both small and large scale
person-to-person conversations.
o For larger audiences it is often important
for business members to employ
additional values to their communication
principles.
- Choosing the right place/time
- Knowing one’s audience
Lesson 2. Communication, Globalization, and
Technology
Technological Globalization
o technological diffusion (the spread of
technology around the globe)
Technological progress and economic
growth rates were linked, and that the rise in
technological progress has helped improve
the situations of many living in absolute
poverty (World Bank 2008).
Advancements in technology have
considerable facilitated globalization.
Technological advancements reduce costs of
transportation and communication across
nations and thereby facilitate global sourcing
of raw materials and other inputs.
Technological change also affects
investments.
Lesson 3. Varieties and Registers of Spoken
and Written Language
Language
Spoken Language
Written Language
Language Varieties
o a general term for any distinctive form
of a language or linguistic expression.
Language is dynamic and culture bound,
the differences in culture eventually
resulted in changes in the original English
language.
Language Register
o the appropriateness of the level and
style of speaking and writing
o the way a speaker uses language
differently in different circumstances.
Variety of Language
o any variant of a language which can be
sufficiently delimited from one another.
- SOCIAL
- HISTORICAL
- SPATIAL
- Or a combination of these
Different Languages Varieties
Pidgin
o simplified speech used for
communication between people with
different languages
o language which develops in situation
where the speaker needs to
communicate but do not share a
common or in the same language
Creole
o a pidgin that becomes the first language
of the children and the mother tongue of
the community
Dialect
o includes the difference in grammar,
morphology, vocabulary, syntax and
punctuation
o refer to the way people speak their
native language
Accent
o refers to how people pronounce words
and how someone speaks another
language.
Regional Dialect
o not a distinct language but a variety of a
language spoken in a particular area of a
country.
o being given a traditional name which
mark them out as being significantly
different from standard varieties spoken
in the same place.
Minority Dialect
o a particular minority ethnic group have
their own variety which they use as a
 marker of identity that mark of identity,
usually alongside a standard variety.
Indigenized Verities
o spoken mainly as second languages in
ex-colonies with multi-lingaul
population.
o the differences from the standard variety
maybe linked to English proficiency, or
maybe part of a range of varieties used
to express identity.
Language Registers
o also called linguistic register and speech
register) describes the way a person
speaks in relation to their audience.
Frozen
o refers to historic languages or
communication that is intended to
remain unchanged, like a constitution or
a prayer
Formal
o used in professional, academic or legal
settings where communications is
expected to be respectful, uninterrupted,
and restrained. Slang is never used and
contractions are rare.
Consultative
o this language is a standard form of
communication.
o a more formal form of communication
and is of professional or technical
discourse.
Purpose of Consultative
- demonstrate, communicate
between a superior and a
subordinate
Casual
o used when they are with friends, close
acquaintances and co-workers, and
family
Intimate
o usually between two people and often in
private
Characteristics of Intimate
 addressee
 extraction
 jargon
 close relationship
 family relationship
Language Register
o variety of language, different language
and levels of formality are used in
different situations and scenarios
o level of formality with which you speak.
o different situations and people call for
different registers.
Classification of Language Register
Formal Language Registers
o the most difficult type of writing. It
is impersonal. Meaning,
o it is not written for a specific person
and is written without emotion.
Informal Language Registers
o is written in the way we talk to our
friends and family.
o we use informal writing when we
are writing to someone we know
very well
Neutral Language Registers
o we use the neutral language register with
none motional topics and information.
o not necessarily formal or informal. It is
not usually positive or negative.
o used to deliver facts.
o some writings are written in a neutral
register (they are not specifically formal
or informal)
Spoken Language
o variation in speed – but it is generally
faster than writing
o loudness or quietness
o gestures – body language
o intonation
o stress
o rhythm
o pitch range
o pausing and phrasing
Written Language
1. Performance Spoken - usage is fleeting.
Written language is permanent.
2. Processing Time - most reading contexts
allow readers to read at their own rate.
3. Distance - the written word allows messages
to be sent across two dimensions: physical
distance and temporal distance.
4. Orthography- in writing we have graphemes
– punctuation, picture or chart lends a helping
hand.
5. Complexity Writing- has longer clauses and
more subordination.
6. Vocabulary Writing - typically utilizes a
greater variety of lexical items then spoken
conversational English.
7. Formality Writing - is quite frequently more
formal than speech.
7. Be aware of how your cultural
perspective influences your judgments
about what appropriate, normal, or
superior behaviors, values, and
communication styles are;
8. Accept that in cross-cultural situations,
there can be uncertainty, and that
uncertainty can make you anxious. It
can also mean that you do not respond
quickly and take the time needed to get
more information.
9. Take any opportunity to put yourself in
places where you can learn about
differences and create relationships; and
10. Understand that you will likely be
perceived as a person with power and
racial privilege (or the opposite), and
that you may not be seen as unbiased or
as an ally.

Cultural Awareness / Cultural Sensitivity

Cultural awareness
o is knowing that there are multiple
Lesson 4. Local and Global Communication
different cultures – based on religion,
in Multicultural Setting
ethnicity, nationality, and other factors-
that have different attitudes and outlooks

Global Community Cultural Sensitivity

o the people or nations of the world, o involves accepting those differences

considered as being closely connected without insisting your own culture is
by modern telecommunications and as better, or that everyone should do it your
being economically, socially, and way (Sherman, 2018)
politically interdependent
Examples:
See examples in the table…
 Major offices and some homes
Gender-Neutral Political
linked with optical fiber systems
Words Correctness
 Global multimedia services
Words
 Satellite transmissions ancestors, forebears academic dishonesty
(instead of (instead of cheating)
forefathers)
Cultural Awareness & Sensitivity Guidelines aesthetically
artificial, challenged (instead
1. View human difference as positive and a manufactured (instead of ugly)
cause for celebration; of man-made)
2. Have a clear sense of your own ethnic, black (instead of
cultural, and racial identity; average/ordinary negra)
3. Be aware that in order to learn about person (instead of
others, you need to understand and be common man) comb-free (instead of
prepared to share your own culture; bald)
4. Be aware of your own discomfort when chair, chairperson,
you encounter differences in race, color, coordinator (instead differently abled
religion, sexual orientation, language, of chairman) (instead of disabled)
courteous, cultures drug dependent
and ethnicity;
(instead of ladylike) (instead of drug
5. Be aware of the assumptions that you addict)
hold about people of cultures different first-year student
from your own; (instead of freshman) dysfunctional family
6. Be aware of your stereotypes as they (instead of broken
arise and develop personal strategies for flight attendant home)
reducing the harm that they cause; (instead of
stewardess) economically Gender Sensitivity, Gender Sensitivity
marginalized Language, Gender Neutral Words and
human resources (instead poor) Political Correctness
(instead of
manpower) elderly, senior Gender Sensitivity
(instead of old)
o refers to the aim of understanding and
legislator,
representative (instead ethnically taking account of the societal and
of congressman) disoriented (instead cultural factors involved in gender-based
of dishonest) exclusion and discrimination in the most
mail carrier, letter diverse spheres of public and private life
carrier, postal worker hearing impaired
(instead of mailman, (instead of deaf) Gender Sensitivity Language
postman) o the realization of gender equality in
informal settlers
written and spoken language.
people, human beings (instead of squatters)
(instead of mankind) o attained when women and men and
intellectual those who do not conform to the binary
person, individual disability, gender system are made visible and
(instead of man) intellectual addressed in language as persons of
development equal value, dignity, integrity, and
police officer (instead disorder (instead of respect.
of policeman) mental retardation)

solidarity (instead of intellectually

Checklist for Gender Revisions
brotherhood) impaired (instead of
stupid) 1. Have you used manor menor words
to operate, to cover, to containing one of them to refer to people who
staff (instead of to little people (instead may be female? If so, consider substituting
man) of midget) another word.
morally challenged 2. If you have mentioned someone’s gender, was
(instead of a crook) it necessary to do so? Unless gender and related
matters – looks, clothes, parenthood – are
nondiscretionary relevant to your point, leave them unmentioned,
fragrance (instead of
body odor) 3. Do you use any occupational stereotypes?
Watch for the use of female pronouns for nurses
outdoor urban and male ones for scientists, for example.
(instead of homeless)
4. Do you use language that in any away shows
people of mass a lack of respect for either sex?
(instead of fat)
5. Have you used he, him, his, or himself to refer
rape survivor to people who may be female?
(instead of rape
victim)
Political Correctness
sexually
dysfunctional o used to describe language, policies, or
(instead of perverted) measures that are intended to avoid
offense or disadvantage to members of
socially misaligned particular groups in society.
(instead of
psychopath)

technologically
challenged (instead
of computer Module 2. Understanding
illiterate)
Intercultural
vertically challenged
(instead of short)
Communication and
Evaluating Messages

Lesson 1. Evaluating Message and/or Images

Linguistic Landscape
o the "visibility and salience of languages
on public and commercial signs in a
given territory or region" (Landry and
Bourhis 1997:23)
o a thing that one can see that do not
necessarily need words to express a
thought.

Geosemiotics
o the study of the social meaning of the
material placement of signs in the world.
o by signs, we mean to include any
semiotic system including language and
discourse (Scollon & Scollon, 2003; in
Mooney & Evans, 2015)

Online Landscape Netizens

o these are people who go online. The
term netizen is an abstraction of the
words internet and citizen.
o netizens are metaphorically considered
as the citizens of the virtual world.

Examples
(A) YouTube - an American video-sharing
platform headquartered in San Bruno,
California, USA
(B) Twitter - an American microblogging
and social networking service on which
users post and interact with messages
known as TWEETS.
(C) Memes - a term given to any posts,
language or photo that has an uptake to a
social, moral, or political idea that most
of the time seems funny.