AT THE END OF THE LESSON, YOU ARE EXPECTED

TO ACHIEVE THE FOLLOWING:

1. Describe the nature, elements and functions of
verbal and non-verbal communication in various
and multicultural contexts.
2. Explain how cultural and global issues affect
communication, and why ethical communication is
essential.
GOOD DAY!!! GED 106 3. Appreciate the impact of communication on
Purposive communication
society and the world.

WHAT IS COMMUNICATION?

COMMUNICATION LESSON 1
FORMS OF
PRINCIPLES AND ETHICS COMMUNICATION
VERBAL COMMUNICATION
which includes the use of
language, sounds, and tone
of voice

NON-VERBAL COMMUNICATION
which includes body language
and facial expressions

WRITTEN COMMUNICATION
such as through journals,
emails, blogs, and text
messages
 VISUAL COMMUNICATION
which involves signs,
symbols, pictures, graphics,
and emojis

Effective communication is a key interpersonal

skill and by learning how you can improve your
communication has many benefits.

It sounds so simple: say what you mean. But all

too often, what you try to communicate gets
lost in translation despite your best intentions.
You say one thing, the other person hears
something else, and misunderstandings,
frustration, and conflicts ensue.

Communication is beyond simply putting words

into thoughts and emotions. It is done effectively
only when information is transmitted without
changing both the content and the context of
the message.
 Effective communication is dependent on how
rich those ideas are, and how much of those
ideas are retained in the process.

In order to be an effective communicator, a

number of skills have to be utilized. Which
skill one chooses greatly varies and is dictated
by the situation, the content or the actual
information a person needs or wants to convey,
and the intended recipient of that information.
AUDIENCE ANALYSIS

A key element in effective

communication is audience analysis.
“Audience” here does not only refer
to the people listening to you in a
public speech. Rather, it refers to
anyone who is expected to receive
the message you are sending.

COMMUNICATION Another aspect that needs

consideration in analyzing the
audience is identifying and trying
BARRIERS to overcome possible
communication barriers
 PHYSICAL NOISE PHYSIOLOGICAL ISSUES

LEVELS OF EXPECTATIONS AND EXPERIENCES

CULTURAL DIFFERENCE

COMMUNICATION STYLES PSYCHOLOGICAL NOISE

 SEMANTIC NOISE Anyone might experience one or all of these
barriers at any given circumstance, and that
such barriers exist has to be recognized so that
anyone who is trying to communicate can
adjust and apply the proper tools and
strategies to remove those barriers that
prevent the message from getting across.

Effective communication requires a

certain level of connection between and
among people, allowing a series of
exchanges of thoughts and emotions,
eventually leading to mutual
understanding. In order for that to
PRINCIPLES OF EFFECTIVE happen, the following principles must
COMMUNICATION be observed.

CLARITY
This pertains to both the message and the purpose
why the message has to be sent. The message
should be clear by using appropriate language
and communication channels, but equally important
is that the reason for sending and receiving the
message must be understood by both sender and
receiver.
 CONCISENESS
The message should be as brief as may
be required depending on one’s purpose,
especially in most modern contexts in the
business and academic fields where time is
of the essence. It should be devoid of
trivial details that would hinder
communication.

COMPLETENESS
Despite its conciseness, the message
should still be complete and accurate.
Whenever necessary, background
information should be given to provide
better context; facts and observations
may also be helpful.

ORGANIZATION
Effective communication is usually planned
in order to ensure the systematic flow of
ideas and transition from one point to
another. There are instances, however,
when communication is impromptu, but this
should not be an excuse for an organized
presentation of ideas.
 EMPATHY
The sender of the message should be
sensitive to the needs and interests of
the receiver. In case of face-to-face
communication, the speaker must always
be conscious of the reaction of the listener
and adjust his/her communication strategy
accordingly.

FLEXIBILITY
Different people have different communication
styles, and consequently, different
expectations. Effective communicators know
how to adapt to the varying needs and
expectations of their audience, and modify
the message or the way the message is sent to
avoid misunderstanding or misinterpretation

COMMUNICATION AND
GLOBALIZATION
The notion of the world being a global village has been a hot
topic ever since the idea was brought up, especially in light of
the rapid advances in technology and digitization.

Globalization has been regarded as the key to the worldwide

integration of humanity, where there is an increased economic,
political and cultural integration and interdependence of
COMMUNICATION AND diverse cultures. In Southeast Asia, for example, the ASEAN
Integration has been a buzzword among social communities,
GLOBALIZATION opening a wide array of discussion for future collaborations.
COMMUNICATION AND Communication in the modern world
GLOBALIZATION must be anchored on the concept of
For our part, we Filipinos have increased our awareness and
diversity, since effective communication
acceptance of the notion that we belong to a diverse, global
community. and the ability to understand cultural
differences are skills that have become
This is not confined to communication with people from other countries,
but is inclusive of communication within our own societies, even with
the minorities and the indigenous peoples.
requisites not only for a meaningful
social life but also for a successful
It is therefore imperative that WE learn to communicate effectively
with people regardless of age, gender, race, ability, religion, sexual professional career.
orientation, income, marital status, or ethnicity.

Even professionals from the countries that

are traditionally known for sticking to their
native tongue (e.g. Japan, Korea, Vietnam)
have started to learn English, as the
internationally-recognized lingua franca,
with the concept that learning English does
not make them less Japanese, Koreans, or
Viets.

Digital technology has erased territorial Hence, there is a need to develop

boundaries among countries and among
people with varying cultures. The notion of
being a ‘stranger’ has been revolutionized
as the people whom we used to treat as
strangers are now our co-workers,
classmates or friends – albeit some only in
social media.
graduates and professionals who are
multiculturalists – those who are engaged
with and respectful of people with
different cultures. These are not necessarily
people from other countries all the time,
since a country may have varying sub-
cultures among its general society.

FORMATIVE ASSESSMENT
1. I enjoy communicating with persons who are like me in
terms of interests and with the same socio-economic status, as
much as I enjoy communicating those who are not ‘like’ me.
__________
2. I am equally sensitive to the concerns of all groups of
society, and I genuinely care to the plight and issues
surrounding them. __________
3. I can tell when persons with different cultures do not
understand me or are confused by my actions. __________
4. I am not afraid of interacting with members of minority
groups nor with members of a dominant culture. __________
5. Persons from other cultures who do not actively participate
in a conversation, debate or any form of discussion act that
way probably because of their culture’s rules. __________
The greater the number of statements that are honestly
true to you, the more prepared you are to welcome the
opportunity of communicating and interacting with
people from different cultures.
This is a very important aspect in one’s personal life or
professional careers, since avoiding intercultural
communication is virtually inevitable in any organization.
Are you ready to communicate in a global and
multicultural environment? Assess your readiness to
communicate effectively with people having
different cultures. Simply write True or False after
each statement.
6. Persons from other cultures have the right to be angry
at members of my own culture. __________
7. How I handle conflict or disagreements with persons
from other cultures depends on the situation and on the
culture they are from. __________
8. My culture is not superior to other cultures. __________
9. I am knowledgeable of how to behave when
communicating or interacting with people having
different cultures. __________
10. I respect the communication rules of cultures other
than my own. __________
In business organizations, when products can go global and the
manner by which any product is communicated to the global
market can make or break the brand. Here are a few examples
of business miscommunication in a global setting:
In the past, Gerber dealt with issues in some cultures where
women have low literacy rates such as Africa and the
Middle East. The women in these cultures generally use
pictures to tell them what food they are buying. When
Gerber started selling their product in these countries, the
women saw the picture of the baby and believed that
there was a baby or part of one baby in the jar.
 Here are a few examples of business miscommunication in a
global setting:
Irish Mist is a brown whiskey produced in Dublin,
Ireland. In Germany, however, “Mist” literally
translates to “crap”.
Undoubtedly, globalization has affected the way people
and companies communicate with each other.
In some cases, cultural differences have accentuated
cultural insensitivity, which is most felt in the business
world.
Since everyone is a consumer of particular business
products, it is important to know the issues, etiquette,
protocol, communication styles and negotiation
approaches of people from different cultures using the
business experience as example.
Here are some instances when lack of cultural or linguistic
sensitivity in global communication severely affected
companies or products.
McDonald’s also unintentionally offended thousands of
Muslims when it printed an excerpt from the Koran on
its throwaway (take-out) hamburger bags. Muslims saw
this as sacrilegious.
Here are a few examples of business miscommunication in a
global setting:
Joni (read as “Yoni”) is a brand of skin product.
However, Yoni means ‘uterus’ or ‘vagina’ in Sanskrit,
and is an Indian representation of female genitalia,
especially pertaining to the Hindu goddess Shakti.
Here are some instances when lack of cultural or linguistic
sensitivity in global communication severely affected
companies or products.
McDonald’s spent thousands on a new TV ad to target
the Chinese consumers. This featured a Chinese man
kneeling before a McDonald’s vendor and begging
him to accept his expired discount coupon. The ad
caused uproar over the fact that begging is
considered a shameful act in Chinese culture.
Here are some instances when lack of cultural or linguistic
sensitivity in global communication severely affected
companies or products.
Some staff at the African port of Stevadores saw the
supposedly internationally-recognized symbol for
“fragile” (i.e. broken wine glass). Since in their culture,
they treat the pictures printed on packages to be
representation of what’s inside, they thought it was a
box of broken glasses and threw all the boxes into the
sea.
Here are some instances when lack of cultural or linguistic
sensitivity in global communication severely affected
companies or products.
The film “Hollywood Buddha” caused outrage and
protest on the streets of Sri Lanka, Malaysia and
Myanmar (Burma) when the designer of the film’s
poster decided to show the lead actor sitting on the
Buddha’s head, which is an act of clear degradation
against something holy.
All of these examples are predominantly
business-related, where companies failed to
regard cultural differences in packaging and
communicating their product to the global market.
However, the cost of cultural insensitivity in
global communication can be felt in everyday
communication, as cultural misunderstandings
often lead to misinterpretation and unnecessary
tension between people.
Here are some examples demonstrating this in a global setting
Blinking rapidly while another person is talking is normal for most
people, especially during tense situations. For Taiwanese, this is
considered impolite.
Here are some instances when lack of cultural or linguistic
sensitivity in global communication severely affected
companies or products.
Coors (beer) once had its slogan “Turn it loose.”
translated to Spanish, but it became to mean “Suffer
from diarrhea.”
Here are some examples demonstrating this in a global setting
Showing the sole of a shoe (by crossing one’s legs and pointing
one’s shoes to the speaker, for example) means nothing to
observers in most Western and Asian countries. In Muslim cultures
(such as Saudi Arabia), however, the gesture is perceived as
insulting. Similarly, crossing one’s legs while seated is customary for
Westerners, but this is a social faux pas in Korea.
Here are some examples demonstrating this in a global setting
The Japanese view the business card as an extension of their body,
while Americans view it simply as a business formality. Hence, when
Japanese hand over their business cards with two hands and with
great care, they get insulted when the person receiving just put it
away with haste.
 These are just some of the instances when miscommunication and
misunderstanding can happen as a result of cultural ignorance and
insensitivity in the global environment. In order to develop more
meaningful relationships and establish productive interaction with
people having different cultures, everyone should recognize and
respond to such differences and nuances. In addition, people have to
be mindful that not everyone from the same culture exhibits the
same characteristics and habits in communication, so sensitivity is
key to any successful communicative situation.

In communicating in a highly global environment, the challenge that

faces everyone is to learn to understand, accept, and address cultural
– and communication – differences. GED 106
GOOD DAY!!! Purposive communication
Week 3

She sells sea shells by the sea shore.

The shells she sells are surely sea
shells. So if she sells shells on the sea
shore, I'm sure she sells seashore
shells.
ETHICS IN COMMUNICATION

- moral philosophy can be

provisionally described as the
empirical study of moral decisions. It
is a discipline concerned with what is
morally good and evil, right and wrong.
The word often refers to any scheme
What is ethics? or philosophy of universal ideals or
beliefs.

What can you see in this image?
Analyze the print advertisement and determine if is ethical or not.
1. What is the message of the ad?
2. How is the message underscored?
What semiotics are used (text?
images? others?)
3. Is there any individual or group
that may be offended by the ad?
4. Is there another way of
presenting or delivering the
message?
5. Do you think the ad is ethical?
The concept is derived from the Greek
word “ethos” which may mean tradition,
habit, character, or attitude. This is not only
about the nature of specific courses of
action, but it is also about the goodness of
people and what it means to lead a decent
life.
(Leandro, Jr & Gubia-on, 2018)
COMMUNICATION ETHICS
is how a person uses language, media,
journalism, and creates relationships that are
guided by an individual's moral and values.
These ethics consider being aware of the
consequences of behavior and
consequences; it's to “respect other points of
view and tolerate disagreement”
Effective communication is ethical
communication. Communication is ethical
only when it is genuine, open,
cooperative and sensitive to one’s
cultural and social beliefs and practices.
If there is an intent to conceal the truth, or
bring damage to any organization, group
or individual person, communication is
considered unethical.
 Even in situations when there is no
intent to harm, but damage to a
certain group is inevitable
because of the message or the
channel used to relay the
message, it is still considered
unethical.
1. BE TRUTHFUL AND HONEST
Being honest means communicating what is
known to be true (only 100 percent the facts)
to a listener, with no intent to deceive or
present only parts of the truth. It also means
being as objective as possible, that is, not
tailoring the story based on what the speaker
wants the listener to believe
2. ACTIVE LISTENING
Hearing someone and listening to them
are two different things. In order for ethical
communication to be effective, 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.
 3. SPEAK NON-JUDGMENTALLY
Ethically and concisely communicating
means speaking in a non-judgmental
manner with every recipient, negating
unnecessary conflict, which typically
creates a breakdown in communication and
causes misunderstandings.

4. SPEAK FROM YOUR OWN

EXPERIENCE
Bringing your personal experience
into a dialogue with business listeners
is important, providing backup for
your arguments with something more
tangible.

5. CONSIDER THE RECEIVER’S PREFERRED

COMMUNICATION CHANNEL
You risk losing an audience if you use a
communication channel that is not preferred by
your intended receiver. To effectively
communicate with your listeners, use the most
preferred communication channel, whether that
be face-to-face, email, conference call, phone
call, messenger app, etc.
 6. STRIVE TO UNDERSTAND
While it is important to be proactive in
listening, it is important for listeners to also
strive to fully understand what is being said
before responding. While asking for
clarification or confirmation of a point is fine,
many times questions that listeners pose have
already been answered.

7. AVOID A NEGATIVE TONE

Ethically communicating assumes the
speaker will avoid rudeness, be polite and
professional, and have tact. The ethical
communicator knows that it’s not only
important what you say, but how you say it.
Tone is one of the most critical facets of
communication.

8. DO NOT INTERRUPT OTHERS

Allowing others to speak is important for the
creation of a civil, effective working
environment. Interrupting others results in
misunderstandings and unnecessary conflicts
and a breakdown in workplace communications,
which only hinders corporate progress and
creates problems
 9. RESPECT PRIVACY AND CONFIDENTIALITY
Most businesses should include a
clause in their code of ethics defining
what is appropriate when it comes to
honoring client and employee
confidentiality and privacy.

10. ACCEPT RESPONSIBILITY

As noted before, a core tenant within
any ethical communication framework
is taking responsibility for the actions
that result from one’s words, whether
it be good or bad.

Most people bring their past experiences into a communication

situation. Sometimes, they pitch in existing information because they
learned in the past that adding information makes the
communication more successful.

Past experiences inevitably affect people’s communication styles in

HOW PAST EXPERIENCE AND
PREJUDICE AFFECT COMMUNICATION
the future. When their audience responded positively to their
message, chances of them repeating the same style are relatively
high. However, when they were turned down or given negative
feedback, this will definitely influence how they deliver the
message next time.
 SHOWING COMMITMENT AND
GENUINE INTEREST

A key component of ethical communication is showing commitment in

the communicative situation. Being committed means giving
sufficient time and resources to any discussion or conversation, and
being open about any issue that may arise. Commitment also
involves volunteering important information, even if it puts a
person’s own short-term interests at risk, as long as it is for the
benefit of the majority especially in the long run. Encouraging a
communicative environment of trust can go a long way in promoting
ethical communication in any academic or business setting.
RESPECTING SOCIO-CULTURAL
BELIEFS AND PRACTICES OF OTHERS

The concept of globalization is not new, but people somehow fail to

realize that this is not confined to technology or bridging the world
and making it a virtual community. Globalization also entails
changing the way people communicate to others, especially those
with different norms, cultures and belief systems. This involves all
types of communication, whether face-to-face, chatting via email,
or using various forms of mass media.

Ethical communication requires people to respect socio-cultural

beliefs and practices of others, while at the same time avoiding all
kinds of stereotypes.