PURPOSIVE COMMUNICATION
FIRST SEMESTER-BLOCK 1
Module 1: Definition of
Communication, Elements of
Communication Process and
Communication Skills
Introduction     
Being able to communicate effectively is
one of the most important life skills that
a person could ever learn. It is a skill
that can be practically applied
everywhere at any time. Societies and
organizations are always in need of
proficient communicators.  This can be
attributed to the fact that
communicating with others bridges
social gaps and build relationships
which aid in achieving the goals of an
organization.
One must understand the aspects
behind the communication process and
identify the challenges it has to become
an effective communicator. At the end
of this module, you’d be able to develop
meaningful interactions and build
positive relationships with others
through communication.        message is sent
M1L1- Definition of Communication
Communication is the transfer of
information from one source towards a
receiver. Transmitting messages can be
achieved through verbal or non-
verbal processes.
 Verbal communication involves two
or more individuals exchanging
information through speaking. 
Written communication includes
messages that are encoded symbolically
into words such as letters, emails, social
media posts, etc.
 Non-verbal communication is
intended messages interpreted through
proxemics (distance), kinesics (body
language), haptics (touch), and
appearance. 
Visualization in communication
focuses on the expression of messages
through images, logos, maps, print ads,
etc.  
M1L2 -Elements of Communication
Process
The communication process has
various elements:
Sender – the source of information
Receiver – the intended recipient of the
message
Message – the information being V
transmitted
Channel – the manner in which the
Encoding – the symbolic translation of
the message in the form of words,
images, gestures before it is conveyed
through the channel
Decoding – the process of breaking-
down the context of the message
Feedback – the response generated by
the receiver after decoding the message
Communication Breakdown
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to give full attention in decoding and
The communication process between understanding the information being
the sender and the receiver could be transferred by the speaker and provide
hindered by several barriers such as meaningful feedback in return. Unlike
difference in culture, individual passive listeners, active listeners can
upbringing, expectations and recall important details from the
experiences, preferred communication message without the need needing it to
styles, and personal beliefs or be repeated by the sender.
perspectives.   
The indicated barriers may affect the Encoding Skills
decoding process and induce receivers  Knowing your audience or listeners
to experience difficulties in  Having knowledge
understanding the message or  Using appropriate language
misinterpret its intended context.  Considering familiar context
Failure to achieve the goal and instead  Giving assumptions
results to suffering or failure is  Clarifying
called communication breakdown.  Repeating/Resending
Communication Skills
Channel Skills
To be a good communicator, one must  Intrapersonal
focus on understanding and practicing  Interpersonal
the essential skills in the  Small-Group Discussion
communication process.  Public speaking
 Mass Communication
Gaining knowledge about the  Social Media
background of your audience will  Telephone
enable you to use familiar contexts that  Emails
could be effectively understood by the  Posters
receivers of the message.
Decoding Skills
Using appropriate language makes the  Reading
message easier to comprehend when  Comprehending
the language being used fits the  Listening actively
expectations, culture, and environment  Asking
in which the receivers are currently in.   Clarifying
Adding clarifications also helps to  Paraphrasing
prevent misinterpretations of the
message being conveyed during the
decoding phase.

To decode verbal messages effectively,
you must also exercise active
listening. Active listening is the ability
Context
 Environment of sender and
receiver
 Culture of the organization
 Established Relationships
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 Basis for tone
 Styles of communication
 communication in a wider perspective.
 
M1- Channels of Communication
  
Intrapersonal – It is defined as the
communicator’s internal use of
language or self- talk.
Interpersonal – It is the most basic
form of communication in which the
exchange of information involves two
or more people.
Small-group Discussions – It allows
everyone involved in the
communication process of exchange
ideas to follow a set of guidelines in
discussing a specific topic.
Public Speaking – It is a form of
delivering a message through a one-
way or two-way process between the
speaker and his/her listener/s.
Mass Communication – It is the
imparting or delivering of information
to a large scale of people. The message
being transmitted to receivers who are
not physically present and situated in
far locations.
Telecommunication – The message is
transferred over a distance through
cables (telephones), broadcasting
(television or radio), internet, etc.
MODULE 2: COMMUNICATION AND
GLOBALIZATION
Introduction:
This module is a continuation of
discussions on the essence of
The lessons are focused on the impact
of communication on society and the
world. This module aims to provide
learners with a deeper understanding
of global communication and the role of
communication in addressing global
issues.
M2-Lesson 2: Outlining
Types of Outlines and Samples
Alphanumeric Outlines
This is the most common type of outline
and usually instantly recognizable to
most people. The formatting follows
these characters, in this order:
Roman Numerals
Capitalized Letters
Arabic Numerals
Lowercase Letters
If the outline needs to subdivide beyond
these divisions, use Arabic numerals
inside parentheses and then lowercase
letters inside parentheses. Select the
"Sample Outlines" PDF in the Media Box
above to download the sample of this
outline.
The sample PDF in the Media Box above
is an example of an outline that a
student might create before writing an
essay. In order to organize her thoughts
and make sure that she has not
forgotten any key points that she wants
to address, she creates the outline as a
framework for her essay.
WHAT IS THE ASSIGNMENT?
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Your instructor asks the class to write Media Box above to download the
an expository (explanatory) essay on sample of this outline.
the typical steps a high school student
Example of a three-level topic outline:
would follow in order to apply to
college.            Prohibited Drugs

WHAT IS THE PURPOSE OF THIS

ESSAY?
To explain the process for applying to
college

WHO IS THE INTENDED AUDIENCE

FOR THIS ESSAY?
High school students intending to apply
to college and their parents

WHAT IS THE ESSAY'S THESIS

STATEMENT?
When applying to college, a student
follows a certain process which
includes choosing the right schools and
preparing the application materials.

Full Sentence Outlines

The full sentence outline format is

essentially the same as the
Alphanumeric outline. The main
difference (as the title suggests) is that
full sentences are required at each level
of the outline. This outline is most often
used when preparing a traditional
essay. Select the "Sample Outlines" PDF
in the Media Box above to download the
sample of this outline.

Decimal Outlines

The decimal outline is similar in format

to the alphanumeric outline. The added
benefit is a system of decimal notation
that clearly shows how every level of
the outline relates to the larger whole.
Select the "Sample Outlines" PDF in the
Lesson 3: Paraphrasing, Citation and
Reference List
Plagiarism is:
 Copying and pasting from online
sources without proper citation.
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 Paraphrasing from the source
without citation.
 Putting in-text citation with the last
sentence of a paragraph to infer that
you are citing the entire paragraph.
PLAGIARISM is a crime under
the Intellectual Property law of the
Philippine Republic Act 8293)
Under Philippine law, copyright
infringement is punishable by the
following:
 Imprisonment of between 1 to 3
years and a fine of between 50,000
to 150,000 pesos for the first
offense.
 Imprisonment of 3 years and 1 day
to six years plus a fine of between
150,000 to 500,000 pesos for the
second offense.
 Imprisonment of 6 years and 1 day
to 9 years plus a fine ranging from
500,000 to 1,500,000 pesos for the
third and subsequent offenses.
To resolve plagiarism, do all of the
following:
1.   Paraphrase
2.   Summarize
3.   Synthesize
4.   Cite Sources
 
American Psychological Association
(APA 7th Edition)
APA requires that information be cited
in both ways:
1.  In-text or within the text (no footnotes,
endnotes)  • Paraphrasing ----- Expressing the
2. in a reference list at the end of the
paper (instead of Bibliography).
In-Text Citation
 APA uses the author-date method of
citation (Surname, year).
 The author's last name and the date of
publication are inserted in the text in
the appropriate place.
 In-text citations are placed within
sentences and paragraphs to indicate
clearly what information is being
quoted or paraphrased and whose
information is being cited.
 When using et al. (For three or more
authors), the period is placed
after al. not after et  (Opina et al.,
2019).
 An ampersand (&) instead of the word
"and" is used within the parenthesis
when listing multiple authors of a
single work.
Reference List
 References that are cited in the text of a
paper must appear in a Reference List.
This list provides the information
necessary to identify and retrieve each
source.
 The list must be alphabetically
arranged by the first author's surname.
 The sources without authors are
arranged alphabetically by title within
the same list.
 The format is Hanging indented
(succeeding lines 5-7 spaces from
margin)
 No period is placed after the URL.  Any
character added to it may break the
link.
 The lines must be double spacing.
PARAPHRASING AND
CITATION
Technical Terms
meaning of (the writer or speaker or
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something written or spoken) using
different words, especially to achieve
greater clarity.(Retrieved from
www.dictionary.com/browse/google/p
araphrasing)
• Citation
A quotation from or reference to a
book, paper, or author, especially
in a scholarly work. (Retrieved from
www.dictionary.com/browse/google/ci
tation)
• In-text citation
• Direct quotation
Why cite?
• To be a responsible scholar by giving
credit to other researchers
and acknowledging their ideas. To
avoid plagiarism by quoting
words and ideas used by other authors.
To allow your reader to
track down the sources you used by
citing them accurately in your
paper by way of footnotes, a
bibliography or reference list.
(Retrieved from
www.dictionary.com/browse/google/
why cite sources)
paraphrase or quote?
• Quote when you can’t say it any better
than the original.
• Paraphrase when you can.
• When is better?
Shorter
Simpler
purposive
- “Poetry for Peace of Mind”
- Alison Wyrley Birch
- Published by Doubleday & Company, Inc.
in Garden City, New York , 1978 ,Page 1.
- “The ancient Greeks knew what they were
doing when they appointed Apollo as the
god of both poetry and medicine. The
healing power of poetry has been
understood throughout time.”
RULE P1 - USING PARENTHETICAL
REFERENCE (SURNAME, YEAR)
• Poetry like medicine has the power to
heal (Birch,1978).
RULE P2
USING PARENTHETICAL REFERENCE
(YEAR)
• Birch (1978) compared poetry to
medicine due to its healing power.
RULE P3
NOT USING PARENTHETICAL REFERENCE
• Alison Wyrley Birch in 2015 said that the
ancient Greeks appointed Apollo as the god
of both poetry and medicine because of
their healing power.
Q4
• Birch (1978) said, “The healing power of
poetry has been understood throughout
time” (p.1).
Q5
• “The ancient Greeks knew what they were
doing when they appointed Apollo as the
god of both poetry and medicine.” (Birch,
1978, p.1).
MODULE 3: LOCAL AND GLOBAL
COMMUNICATION IN MULTICULTURAL
SETTING
Lesson 1. Communication Ethics
DEFINITION OF COMMUNICATION ETHICS
Communication ethics centers on the
cultural acceptability, social
appropriateness or impact of the message
based on the sender and receiver’s
perspective. Ethical issues in human
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communication arise when the CULTURE GUIDES COMMUNICATION. 
communicative behavior or message can be
judged by standards of right and wrong. Because it tells you who you are, how to
Lack of ethical communication may lead act, how to think and how to talk and how
others to question the communicator’s to listen.
professional or personal integrity and
his/her trustworthiness. Ethnocentrism

BASIC PRINCIPLES OF COMMUNICATION  It is the belief that one culture is

ETHICS
Messages should be based on facts – The
content of the message must consistently
be anchored on the truth. Noting credible
information and presenting proofs when
delivering information invites a meaningful
exchange of thoughts between the sender
and receiver of the message.
The language must be accessible for all –
The speaker must accommodate the
languages and listening preferences of the
listeners especially when delivering a
message to a large or diverse audience.
Without a good knowledge of the audience,
the messenger can unknowingly offend
listeners or even deliver a message that
wasn't even intended for that audience. 
superior to another culture.
 Linguistically, all languages are created
equal.
Xenocentrism
 It pertains to the belief the one culture
is inferior to another culture.
 The person looks down on his/her
own culture while admiring the other.
Cultural Relativism
 An individual considers the standard of
the culture he/she is looking at.
 He/She does not measure a culture to
the culture of his/her own culture or to
another culture.

The diversity of the audience is

important – Society is composed of many Cultural Diversity
sub-social groups that interpret stimuli in
their surroundings differently. Using
 You are the best in one way.
languages or images that may demean or
 They are the best in another way. 
promote intolerance towards a particular
set of people may send a negative context
and feedback from the receivers. Global community - refers to the people
or nations of the world, considered as being
closely connected by modern
The communication process is a
telecommunications and as being
transaction – Being an active listener
economically, socially, and politically
permits the two parties involved to have a
interdependent
smooth exchange messages. Maintaining
widely accepted non-verbal cues could help
avoid misinterpretation of context during Examples:
the decoding process, which is the primary
cause of a negative feedback.   ✘ Major offices and some homes linked
with optical fiber systems
Lesson 2: Ethnocentrism and Cultural
Diversity ✘ Global multimedia servicews
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✘ Satellite transmissions  10. Understand that you will likely be
perceived as a person with power and
What is cultural awareness? - is knowing racial privilege (or the opposite), and that
that there are multiple different cultures – you may not be seen as unbiased or as an
based on religion, ethnicity, nationality, and ally.
other factors- that have different attitudes
and outlooks. gender sensitivity

What is cultural sensitivity? - involves What is gender sensitivity? - refers to the

accepting those differences without aim of understanding and taking account of
insisting your own culture is better , or that the societal and cultural factors involved in
everyone should do it your way (Sherman, gender-based exclusion and discrimination
2018) in the most diverse spheres of public and
private life.
Cultural awareness & sensitivity
guidelines What is gender-sensitive language? - is the
realization of gender equality in written
1. View human difference as positive and a and spoken language. - it is attained when
cause for celebration; women and men and those who do not
2. Have a clear sense of your own ethnic, conform to the binary gender system are
cultural, and racial identity; made visible and addressed in language as
3. Be aware that in order to learn about persons of equal value, dignity, integrity,
others, you need to understand and be and respect. 
prepared to share your own culture;
4. Be aware of your own discomfort when
you encounter differences in race, color,
religion, sexual orientation, language, and
ethnicity;
5. Be aware of the assumptions that you
hold about people of cultures different
from your own;
6. Be aware of your stereotypes as they
arise and develop personal strategies for
reducing the harm that they cause; 
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